Four States Small Business Blog

What is a Marketing Bridge and Why Do You Need It?

Posted by Mark Zimmer on December 1, 2016 at 8:30 AM

The concept of a marketing bridge for business was first introduced to radio advertisers in 1968, and it is arguably one of the most important elements of a company's marketing strategy. Simply put, it is the connection between what your advertising says about your business and what your customer experiences. It’s the forces that combine to make a sale. If your advertising tells people something about your business and they don’t see, hear, or experience it when they arrive at your store or contact a salesperson — in other words, if there is a disconnect — that's a problem. If any of these connections in the marketing bridge are broken or ineffective, it can affect whether your business makes a sale, thus affecting your bottom line. Advertising is the glue that holds the bridge together, but it is not a substitute for strengthening weak links.

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Topics: Small Business Resources, Marketing Strategy

Do You REALLY Know Your Customer's Journey: How to Map it and Why It Matters

Posted by Mark Zimmer on November 29, 2016 at 8:30 AM

As the market space becomes increasingly mobile-focused and reliant on multi-screen marketing, it becomes more and more important to know your customer's journey and the touchpoints your brand needs to capture in order to influence it. Customer Journey mapping is the key to truly understanding it in a visual way; it allows you to see the story behind the process from initial contact to consideration and purchase from the customer's perspective. This blog post will inform you on how to map your customer's journey along with insights for the customer journey mapping process.

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Topics: Marketing Strategy, Consumer Behavior

The 3-Step Process to Developing an Annual Advertising Budget

Posted by Melanie Gaudette on November 22, 2016 at 8:30 AM

A key factor of running a successful business is to have a plan, and while the marketing strategy is a huge part of that plan, budgeting for advertising efforts can often be overlooked. Typically, a significant portion of the marketing budget is allocated to advertising, which is why it’s important to monitor what is being spent, analyze the efforts, and make adjustments when needed. A strategic advertising budget is crucial to increasing revenue for your business. Without a plan, a business might overspend on opportunities that don’t create a positive ROI, resulting in a loss, or they might miss out on opportunities to save money by waiting too late and missing deadlines offering advertising opportunity bundles and extras.

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Topics: Small Business Resources, Marketing Strategy

How to Use Radio to Effectively Boost Your Social Media Marketing ROI

Posted by Mark Zimmer on November 15, 2016 at 8:00 AM

In the modern digital age, consumers are diversifying the number of channels they use to communicate, do research, and shop. Operating in this fast-paced, multi-screen world, brands can find improved results when they combine traditional marketing channels with online channels. Most notably, a 2015 survey of 21 brands over 18 months found that brands combining radio and online outreach produced a 23% increase in sales and inquiries when using a mix and match channel approach for marketing campaigns, while individually, the channels only produced a 17% or 14% increase, respectively.

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Topics: Integrated Marketing, Radio Advertising, Marketing ROI

Why Consistency in Your Marketing is Important, and How to Ensure It

Posted by Pam Larimore on November 9, 2016 at 11:15 AM

Certain elements are critical to every successful marketing strategy, no matter how large or small your business is. Some are obviously more important than others, like having a unique selling proposition, but others might not seem critical at first glance. Consistency is one of them, especially if you're engaging in marketing across different media, like radio, TV, print, digital, and more. In today's blog post, we'll take a snapshot look at the importance of brand consistency in your marketing and how you can ensure you’re doing it right.

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Topics: Marketing Strategy, Advertising Creative