Monthly Archives: Marketing Strategy
B2B lead generation

Planning Your 2023 B2B Lead Generation Strategy

A plan without a strategy is one that doesn’t get very far. In the world of business-to-business (B2B) marketing, lead generation strategy is everything. Starting the year off right with a workable plan with built-in feedback metrics offers your business the best opportunity to leverage success in the new year. 

Pairing a lead generation strategy with an accountability plan is just the beginning of fine-tuning your way toward reaching higher business goals. Keep reading to find out what else it takes to perfect your 2023 lead generation strategy!

What is Lead Generation?

Before going off the deep end, you might need an introduction or a little refresher on the topic. Lead generation is locating your target audience (or target business for B2B) and ‘nurturing’ or guiding them step-by-step toward engagement with your business or brand. 

Basically, your business has what the other business needs, they just don’t know it yet or don’t realize the potential in a partnership or cross-selling. That’s exactly your quest— to make the connection, forge those strategic partnerships and sign on the dotted line. 

Win-win B2B relationships are filled with great potential for taking your business to new levels of success that you couldn’t have reached without them. 

Lead Generation Marketing Tactics for 2023

When approaching a new plan and strategy for the new year, it’s important to learn from the past. Don’t repeat the mistakes of last year, and even avoid relying heavily on previous winning strategies that you lose touch with. Build better strategies or newer, more effective tactics. 

The ‘what’, ‘why’ and ‘how’ of B2B lead strategies all starts by asking yourself some key planning questions:

  • What achievement are we striving for and why?
  • What specific year goals and KPIs do we need to hit and by when?
  • What tactics should be prioritized to drive momentum for progress?

Consider these Types of B2B Lead Generation tools:

  • Trade shows
  • Organic and paid media
  • On-Demand and live webinars
  • Newsletters
  • Externally publishing content
  • Quizzes and other interactive content 
  • Building social proof and testimonials
  • Gated offers
  • Strategically placed CTAs
  • Exit Pop-Ups on website
  • Automated email marketing campaigns
  • Creating a consistent social media schedule for B2B posts 
  • Hosting live video events

These are just some of the many lead generation tools at your disposal. However, it’s important to keep track of leads AND nurture them through guided progress. 

Whichever CRM you use, be sure to keep tabs on where each lead is in the nurturing process. Building a winning B2B strategy that converts will depend on it. You want to remain a useful and valuable resource on the prospective business’ radar so that when they are more inclined to progress in engagement, they already know you have the competency and capacity to help. 

By blocking off time at the beginning of the year to fine-tune your next B2B lead generation strategy, you position your business in the best place to make meaningful efforts towards lucrative partnerships and transactions with other businesses you’re seeking out. 

ON Advertising is One of Phoenix’s Top Advertising Agencies

ON Advertising consists of brand strategists working synergistically to develop and support successful market influence.  Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and observers blend their talents together to help develop a brand that works for you.  Whether you are seeking additional advertising advice for your marketing strategy or any other retail project, we can make it happen!

Contact us today to learn more about our services and how we can help your business shine!

two men discussing marketing strategies

5 Signs Your Marketing Strategies are Working

Developing marketing strategies is no easy task to undertake. However, when all the planning and strategies have been deployed, how can you be certain your efforts will pay off? What indicates your marketing strategy was successful? It starts by building metrics into your plan every step of the way.

It is extremely important to know what key performance indicators (KPIs) are telling you if you’re going to accurately gauge the success of your latest marketing strategy. Without a quantifiable way to track your performance, the effectiveness of a marketing plan remains largely in the dark.

Want to know how much influence your marketing plan is having on the actions of your audience? Keep reading below for telltale signs that all your hard work is paying off.  

Identifying Successful Marketing Strategies 

Keep an eye on the following to track and measure your success.

  1. Boost in Sales or Leads — A spike in sales or leads is an obvious sign of success. Using targeted marketing methodology within the details of your plan helps safeguard your strategy. For example, it is good to ensure your calls to action are communicating clearly and directly, leading customers to “buy now” or “click here”. If you notice you’re not quite hitting the mark in this area, review for ambiguity throughout all aspects of your messaging and adjust accordingly.
  1. Analyze the Analytics — Marketing analytics is your best friend in tracking performance and making any necessary adjustments along the way. Periodically checking reports from Google Analytics or other tools will enable you to spot weaknesses and make improvements right away. 

For example, you might need to tweak your keywords, reevaluate your ad spend or optimize digital ads. Sometimes, making a few targeted adjustments is all it takes to redirect the success of your marketing efforts.

  1. More Attention, Interactions and Requests — It’s a good sign you’re reaching the right people when you see an increase in overall attention to what you put out. The more people engaging with your content, (e.g., clicks, following gated offer prompts, signing up for newsletters, commenting, sharing, calling, emailing, purchasing, etc.) the better! 

You never want to hear crickets when putting your marketing plan to the test. After all, the purpose of strategizing is ‌to capture more leads, generate higher sales and resonate with your audience. At the same time, you want to be building long-term credibility and a dependency from others to supply more useful, high-value resources.

  1. Increased Demand for New Hires — Successful marketing strategies are designed to increase sales and business, naturally leading to an increased demand for new hires. This is a good indicator that financial investments are paying off. Managing the growth of a business with more employees is often the result of successful marketing plans that raise brand awareness and customer loyalty. 

You’ll want to carefully track growth to determine whether or not the best return on investment (ROI) is taking place for the amount of money invested in marketing strategies. 

  1. Maintaining or Growing a Positive Reputation — It is important to know how customers view and regard a brand after launching a new marketing plan. What reputation trends do you notice, if any? What patterns do you see in the comments and feedback you receive? A company and brand’s reputation often hinges on the marketing strategies launched. It’s why consistency in identifying and communicating a brand’s values and mission with every piece of collateral is essential. 

Watching your hard work pay off is the ultimate reward after conducting the preliminary work that goes into building a successful marketing strategy. With careful planning and insight, you can take any brand to the next level. 

ON Advertising is One of Phoenix’s Top Advertising Agencies

ON Advertising consists of brand strategists working synergistically to develop and support successful market influence.  Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and observers blend their talents together to help develop a brand that works for you.  Whether you are seeking additional advertising advice for your marketing strategy or any other retail project, we can make it happen!

Contact us today to learn more about our services and how we can help your business shine!

Common Digital Marketing Strategy Mistakes

Avoid These Common Digital Marketing Strategy Mistakes

Failing to plan is planning to fail, and digital marketing is no exception to this timeless adage. By thoughtfully researching and planning the best marketing strategies, each step is fine-tuned to launch the most successful competitive edge over your top competitors. 

Failing to identify your target audience, track competitors, develop compelling content, and distribute through key channels are lost opportunities to secure the most success. 

Although it may feel daunting to compile the backend work that needs to be done, it’s highly worthwhile. Watch out for the following common mistakes every digital marketer needs to avoid.

Mistake #1 — Failing to Speak to Your Audience’s Needs and Wants

In order to craft a compelling message that is shareable and memorable, you need to know who you’re speaking to, along with their needs and wants in relation to your business. Consider your ideal buyer and how your service or products solve their problems.

Ask yourself the following questions:

  • Who is my primary and secondary target buyer? Why? 
  • How do their demographics support my business goals and align with my mission/values?
  • What are their needs, behaviors, and concerns? How do these connect with what I am offering?
  • How do my products or services help them achieve their goals?
  • How is my ideal customer most likely to hear about my product? What social media channels?

Building a buyer persona will greatly help you make the most of your marketing efforts before executing campaigns.

Mistake #2 — Failing to Map out the Buyer’s Journey

There’s a wonderful book that details the importance as well as the roadmap to planning out your buyer’s journey. Digital marketing that is not implementing a story brand in its efforts is making a huge mistake. 

Every buyer is on a journey and you need to identify the milestones your buyer will likely face when on their way to discovering and remaining loyal to what you offer. This may include certain gatekeepers and motivators through shared challenges and decision-making crossroads. You want your brand to play a strong role in guiding and leading your buyer toward what you know they need and want (see the previous mistake). 

Apply some thought and intention to your buyer journey and you’ll see a dramatic improvement in strategizing and executing successful messaging.

Mistake #3— Not Tracking Your KPIs

Your key performance indicators (KPIs) are a vital element of your overall strategy. When businesses fail to track these, they lose out on the opportunity to capitalize on conversion and sales opportunities. You need to see through responsive data what is working and what is a waste of your time and effort. Put your energy where it’s working by using tracking methods. 

Gather data on the time your customer is spending on the pages you’ve optimized, how cooperative they are with gated offers, etc. Are there any pages with unresponsive buttons or obstacles that would make a potential buyer click away? Outlining and tracking your KPIs is a game changer for anyone serious about leveraging their time and effort.

ON Advertising is One of Phoenix’s Top Advertising Agencies

ON Advertising consists of brand strategists working synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and observers blend their talents together to help develop a brand that works for you.  Whether you are seeking additional advertising advice for your marketing strategy or any other retail project, we can make it happen!
Contact us today to learn more about our services and how we can help your business shine!

Market Strategy

Building a Successful Market Strategy

Successful market strategies are meant to be fluid. While businesses are tempted to continue using what worked well in the past, this fixed way of thinking could leave you in the dust of your more agile competitors. Plateaus in business are drop-traps worth avoiding as you navigate your marketing strategy plans.

When you’re facing a challenge, analyze your approach to marketing. You’ll likely find holes in areas that have changed in the market and require new methods to boost your visibility and profits. 

It’s possible when you enforce a go-to-market strategy.

Building Your Default Market Strategy

When laying the foundation for the success of your business, you need a go-to strategy that takes into account your capabilities and goals. Also, consider where you stand in the market and how you’re best serving your customers with what you offer. 

This foundational strategy plan will lay out a blueprint to follow as you launch and relaunch products and services. Part of the planning process is collecting information on customer experience and areas of improvement.

Putting a Strong Plan in Place

Some basic marketing truths ring true across the board. While you should customize your approach depending on your company’s unique positioning, the following steps provide a strong framework to get you started. 

Step One: Identify Your Main Goals

The main goals that got your business started may not work in your favor to take you where you want to go. Think carefully about the new goals you are setting and how achieving them will support your overall mission. Communicate these goals to your team to have a cohesive sense of direction and purpose in work duties and performance. 

Step Two: Make a Realistic Timeline

Setting up a realistic timeline with intended milestones helps set clear expectations for everyone involved. Before launching your strategy, you need to look ahead at what tasks need to be accomplished and estimate by when you can expect to be ready. 

Step Three: Work through the Process

Delegate the details of the strategy process to those on your team. Make clear definitions of what needs to be done and when including the background work necessary to get started. 

Background aspects may include developing:

  • Customer buyer profiles: interviewing and research
  • Auditing your closest competitors
  • Conducting lead generation best practices (SEO, content creation, etc.)
  • Measurable goals and KPIs

Once you’ve begun your foundational market strategizing, it’s time to execute the work it takes to reach your defined goals. 

Communicate with your team on how sales and marketing are working best in today’s marketplace and where they are heading. Discuss the new workflow process your team will be involved in, and how to guide potential customers through their journey into loyal brand followers.

Launching a successful brand strategy begins by organizing your business to align with your specific goals. The foundational framework outlined is a great way to get the creative juices flowing and start personalizing your marketing efforts.

ON Advertising is One of Phoenix’s Top Advertising Agencies

ON Advertising consists of brand strategists working synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and observers blend their talents together to help develop a brand that works for you.  Whether you are seeking additional advertising advice for your marketing strategy or any other retail project, we can make it happen!

Contact us today to learn more about our services and how we can help your business shine!

A lined sheet of paper that reads public relations and ON Advertising PR agency

What is a PR Agency and How Can It Boost Your Business?

As a full-service agency, one area we see a lot of confusion over is what exactly is public relations. A PR agency is very similar to an ad agency in the sense that they share the same goals. However, the biggest difference between the two is how they achieve those goals. When it comes to public relations, it’s all about getting eyes and ears on a person or business via editorial coverage. 

As one of the top marketing agencies in Phoenix, we have experience in many areas of the industry. Public relations is just one of those areas, and we have a knowledgeable team with innovative ideas to get your name in the public’s eye. Learn how PR can play a critical role in your marketing efforts and what ON Advertising can do to help.

What Does a PR Agency Do?

Public relations can be defined in several ways. It can anticipate, analyze, and interpret public opinion and attitudes that might impact an organization. PR can influence or change public policies and manage resources needed to sway the opinion of a target community. Additionally, PR professionals research, evaluate, and implement programs of action and communication to inform the public daily. 

The overall goal of public relations is to obtain editorial coverage. At ON Advertising, we achieve this by developing and distributing numerous press releases, writing several pitches, and blogging nonstop for our clients. Moreover, we perform a considerable amount of research for clients to fine-tune their messaging to grab audience attention. 

At the end of every month, we compile a media coverage report to determine the success of our public relations activity. This allows us to determine what areas we need to focus on and gives us valuable information on publications that run our press releases. Additionally, we’re able to track the publication’s reach and ad cost, giving us an idea of the potential amount of people who will see the editorial. 

The Benefits of Partnering with a PR Agency

Reduce business costs by hiring a public relations agency. According to Home Business Magazine, businesses need to use different tactics to bring in new clients in today’s competitive business world. While entrepreneurs can achieve this themselves, this is a PR agency’s bread and butter. They have years of experience in strategizing, developing, and implementing campaigns to get results within budget. 

Reaching out to publications and broadcast companies can be a difficult task. Fortunately, when you partner with an experienced PR agency you not only benefit from their knowledge but also their connections. They’ll have a range of contacts from media outlets and community leaders to help grow your brand efficiently. 

To attract new clients, investors, and talented employees, you need a good reputation. PR teams have a knack for polishing your business’s image and increasing awareness of your brand. As a result, their efforts will generate new leads that will help your business thrive.

Another benefit to hiring a PR agency is its ability to open a lot of time for you and your employees. Instead of having to take time out of your day to develop uncertain strategies, write press releases, and research publications, you can hire somebody else to do the heavy lifting. PR teams are experts in these areas and more, giving you more time to focus on the other parts of your business.

ON Advertising Knows How To Get Eyes On Your Brand

Public relations is a vital part of a strong marketing campaign and it should not be forgotten. When you partner with ON Advertising you can expect a strong campaign that incorporates our range of services. From strategy to creative and PR, we use our knowledge and expertise to obtain positive results. We’re not just the PR agency of choice, we’re the marketing partner of choice. Contact us today to learn more about our range of services and how we can enhance your business today.

A laptop with marketing analytics sitting on top of the keyboard

Why Are Analytics Important in a Marketing Strategy?

Sometimes a gut feeling will drive an entrepreneur to take a chance.  While others may just throw a dart and hope for the best.  But to truly make confident decisions, business owners should rely on several tools available through analytics. Analytics has helped millions of businesses obtain data to plan, adjust, and implement effective marketing strategies. But what is marketing analytics, and why are they necessary for most digital marketing strategies? As one of the top advertising agencies in Phoenix, Arizona, we’ve got you covered below. 

What is Marketing Analytics?

Simply put, if you don’t know what isn’t working in a strategy, how are you going to fix it? Marketing analytics provides businesses with that information. A market analysis is a practice of measuring and analyzing performance data to maximize the efficiency of one’s marketing efforts. Furthermore, it allows businesses to improve their return on investment. This information can help guide professionals on what areas they need to work on to improve their strategy.

Metrics to Consider in One’s Analytics

With so many tools available, there are a lot of analytic software platforms you can use to gain valuable insight. In today’s digital world, we believe these are a few metrics to build an effective marketing strategy:

  • Organic search traffic
  • Top landing pages
  • Keywords
  • Traffic source

With this data, marketers and business owners can evaluate what their best course of action is. They can use this information to optimize their website’s Search Engine Optimization (SEO), plug-in keywords for Google Ads, learn who their audience is and where they are coming from, and build content relating to their keywords and landing pages. 

Past and Present Analytics

As mentioned above, analytics can provide data on what has happened in the past and what is happening now. This information allows you to examine what is and what is not working. Furthermore, it can provide valuable insights into an increase or decrease in sales, who and where the audience is, and how they found your business. 

Analytics Can Help Predict What Will Happen

According to GutCheck, the most important element of analytics software is its ability to help predict what will happen during the execution of a marketing strategy. With this information, one can examine key elements to predict their strategy’s future, such as consumer behavior, website engagement, and gain leads from similar users who have converted. This information helps you make educated decisions to enhance your business.

Analytics to Marketing Strategy with ON Advertising

As you’ve seen, analytics play a large role in a business’s digital marketing strategy. It provides business owners with key information about your marketing efforts and what you can do to make them stronger. However, many businesses and entrepreneurs aren’t experienced in setting up, tracking, and analyzing what these metrics mean and what their next move should be. That is where ON Advertising comes in.

For more than 25 years, we have been the go-to for effective marketing strategies. ON works closely with every client to ensure their needs are met on-time and on-budget. Our creative team of professionals is capable of analyzing data and incorporating it into a plan of action. Contact us today and learn how we can help your business.

A title picture that says marketing strategy

Digital Marketing vs Traditional Marketing Strategy: Which One is Better?

For the last decade, the debate between traditional and digital marketing strategy has been a question on many marketing professionals’ minds. On the one hand, technology is evolving, and consumers continue to be engaged online. But, on the other hand, some audiences are more impacted by traditional marketing methods. Both have their advantages and can build brand awareness of your company and product. As one of the top advertising agencies in Arizona, we have first-hand experience in both methods. Learn why each method is important below. 

Investing in a Digital Marketing

This form of marketing is, as you’d expect, entirely digital. It’s a strategy that involves anything online, such as social media, online ads, email marketing, Pay-Per-Click advertising, and website optimization. As consumers become more reliant on digital, there are more opportunities open for marketing. 

Some form of digital marketing is essential for businesses today. It’s become routine for consumers to research and buy products online. For example, when someone is interested in trying a new Italian restaurant, they will typically Google: “Italian restaurants near me.” In doing so, you’ll see ads of Italian eateries and strategically ranked websites

Digital marketing allows for a truly personalized marketing experience by targeting specific audiences in cost-effective, measurable ways. By partnering with a digital agency, you can expect a marketing strategy that will resonate with your target market for a fraction of the cost of a traditional campaign. 

Investing in a Traditional Marketing Strategy

Traditional marketing refers to any type of marketing that isn’t digital. It consists of a range of mediums including, television, print, radio, direct mail, and billboards. It’s one of the oldest forms of marketing, making it one of the most researched. Traditional may seem antiquated in the fast moving digital age, but it doesn’t mean it’s not effective.

People still rely on traditional media for information. According to 99 Designs, the experience of an impactful TV commercial or a clever array of words on an ad in a magazine has a lasting effect on a person’s memory. The familiarity of traditional methods of promotion makes it much easier for many consumers to understand. Studies have shown that hard copy marketing is easier for audiences to process and recall. 

Furthermore, by implementing a traditional marketing strategy your message has a great chance of reaching local consumers. Mediums such as radio and television make it easy to communicate your message on time. While digital strategies may be able to get your message across globally, traditional advertising can resonate locally. 

Which Marketing Strategy Should You Use

When it comes to choosing a superior marketing strategy, we believe there is no right answer. Both methods provide many benefits that businesses can use to reach their target audience. A great marketing campaign should find the right balance between traditional and digital. TV commercials and print ads are often repurposed for social media and online ads to help consumers recall the message. By combining both methods into one strategy, the campaign has a greater chance of success.

Benefit From Our Marketing Strategy Expertise

For over 25 years, innovation and creativity have been the core of ON Advertising’s marketing strategies. Whether you’re a B2B or B2C company, we work closely with each client to ensure their brand and message reaches the right audience at the right time. Contact us today and let us know what you are looking for in your marketing strategy. 

Man in a lab coat is carefully looking at a jar that contains cannabis concentrates

Client Spotlight: Procan Labs

Say hello to our latest client: Procan Labs! Started in 2017, they’re now California’s leader in purified cannabis concentrates. Procan Labs extracts the highest quality full-spectrum crude oil and distillate; their mission is to keep the California cannabis supply chain stabilized and reliable with the clean, compliant oil, distillate, and Terpenes required, all while elevating the quality of life for people across California. 

We’re honored to have started an incredible partnership with them in 2019 and look forward to working alongside them in 2020. Here’s a little bit more about the difference you’ll see when working with Procan Labs.

Who They Are

It’s no surprise the cannabis industry is booming, and Procan Labs is a key player in the current field. But, what sets them apart from the rest? The Procan Promise. They take an authentic, honest, and transparent approach to their business and their customers. Their cold-pressing process ensures impurities or harmful residual solvents in their oil, distillate, or Terpenes are removed, therefore you can feel confident that their products are pure, natural, and versatile.

What They Do

Procan Labs can do it all. No really, they can! In their Concord, CA laboratory, they produce a wide array of products for various needs. Using a cold-pressed extraction method at sub-zero temperatures, they’re able to produce any end product you need:

  • Terpenes: Procan Labs believes you should be able to smell and taste the difference in your end product, and their process ensures you do. The entire plant and biomass run through cold-pressed extraction methods to bring you true cannabis-derived Terpenes.
  • Distillate: The processes at Procan Labs also include multiple passes of molecular distillation, with an end result of high potency distillate. They make sure each fraction is clean and pure with the specifications needed to manufacture your consumer products.
  • Full Spectrum Crude: The unique processes don’t stop there because Procan Labs also delivers a full spectrum crude rich in terpenes. How do they do it? During post-process closed-loop decarboxylation, which controls the loss of light volatiles normally associated with ethanol extraction.

Procan Labs produces products ranging from tinctures and salves to balms and vape cartridges. Most importantly, they do what they say they will: promise transparency, availability, and integrity in every communication and transaction.

How We Help

Though our partnership is in its beginning stages, ON Advertising has already created some pretty incredible things with Procan Labs. As with all our clients, our 30-60-90 day plans create the guide for executing the marketing and advertising elements, and it was no different for Procan Labs.

In the first month, we worked on brand development, logo design, and social media development. In month two, we created their website design, as well as began the process of creating three videos that will live on the site. And finally, in month three, we launched the new Procan Labs website! Stay tuned to see what we come up with next for this client, you won’t want to miss it.

Innovation and big creative ideas are at ON Advertising’s core. Our analytical approach, combined with our outstanding creative team, guarantees our clients receive a focused, well-conceived plan that meets all of their marketing and advertising needs. Contact us to learn more about our services and about how we can help you grow your business.

A close up of a stethoscope and plastic heart

Client Spotlight: Valley Schools

This week we are highlighting our client Valley Schools. Valley Schools has been a leader in insurance administration, vendor contracting, and consulting services for over thirty years. As a nonprofit corporation, the number one priority at Valley Schools is advising and providing their members with a best-in-class service at the most competitive rates possible.

It is a busy time of year for Valley Schools as it is open enrollment season, which means the many school districts they represent are in full swing for plan renewals. ON Advertising has been helping Valley Schools with multiple projects for this busy time of year, some of them include new designs for their member’s benefit books, creative design for multiple pop-up banners for upcoming conferences, video production, and voice-over recordings for enrollment plan booklets. Check out a recent video we created for Valley Schools here.

Many of our clients have multiple projects going on, especially if they have busy seasons. So how does ON make sure everything stays streamlined when there are multiple projects in the air?

It’s all about organization.

You would be surprised, but many advertising agencies do not leverage Traffic Managers to help workflow through various departments. This is a vital resource for Account Executives and Senior Account Executives as it ensures important items do not fall through the cracks. At ON Advertising, our Account Services team has Traffic Manager in place and builds out comprehensive quarterly plans called 30-60-90s for each client. These plans cover the action items for each client so everyone knows what deliverables to expect and their respective due dates.

Having consistent meetings with our clients is also extremely valuable. This achieves two essential goals: 1) It keeps all stakeholders informed about ongoing tactics. 2) It strengthens relationships and builds trust. Our agency is committed to being a partner to our clients, not just another vendor.

These are just some of our agency differentiators. For more information on things your agency should be doing for you, give this a quick read.

At the end of the day, our primary mission is to ensure success and ROI for our clients. We love working with organizations like Valley Schools. If you’re interested in our wide range of full-service offerings, look no further than our services page.