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Analyzing Your Marketing Efforts for 2014

Analyzing Your Marketing Efforts for 2014

We know, we know – it seems like everybody and their best friend quotes Benjamin Franklin – but that might be because the guy knew a lot that’s really relevant to today’s business owner. Our current Franklin quote is “By failing to prepare, you are preparing to fail.”
This concept is absolutely central to how successful your 2014 marketing campaigns are going to be. Do the groundwork, and chances are your campaigns will resonate with your market, driving sales and building your brand. Fail to do the ground work, and things won’t be so pretty.

So what exactly is the groundwork where business marketing is involved? There are four critical components:


Know Your Customer

All successful marketing begins with a deep, nuanced understanding of who your customers are and what they value. Look back at 2013. How did your customers behave through the year? Was there a time when business was particularly good or not so great? What factors were influencing your customers at that time? This analysis can help you see the world through your customer’s eyes: a critical component of effective marketing.


Know Your Business

What makes your brand unique? It’s critical to know what your company does well, and what can be improved upon. Consider how your business compares to other businesses like yours, as well as businesses that serve the public in a similar way. For example, a movie theater owner isn’t only competing with other movie theaters, but other recreation providers as well. Look at your marketing over 2013, and look at theirs. Who had a better year? What can you learn from your competition’s marketing? What campaigns appear to be particularly effective? These insights can help you craft specific campaigns that hit the same compelling emotional tone while conveying your brand’s unique positioning.


Know Your Assets

It’s time to do inventory. Make a list of all of the marketing you’ve engaged in during 2013. Include both online and offline tools: social media, directory listings, print advertising, SMS marketing, SEM efforts and more. List all sites where you have established presences, making special note of any venues that have consistently provided superior results. As a business owner, it’s a good idea to have a firm grasp of how you’re spending your marketing energy (and dollars!) Eliminate what doesn’t work, and invest more heavily in what does. Before you cross any tool off the list, ask yourself as objectively as possible if you know how to use the tool properly: you may need instruction or assistance to realize any marketing vehicle’s full potential.


Know Your Strategy

After analyzing your customer, your business’ unique appeal, and your existing marketing tools, the next step is to craft a strategy that will allow you to communicate effectively and consistently with the people most likely to buy from you. Once you develop that strategy, you want to be sure it’s communicated internally so that every interaction customers have with your brand has the same tone and direction. Consistency in communication across all channels is key. If you need help making this happen for your team, give us a call. We can help you make it happen!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office