At our Indianapolis Ad Agency, Element Three, we help our clients increase revenue through three avenues (in any combination) Brand Development, Marketing Strategy and Creative Execution. In the interest of being transparent about how we're working to grow our business and making the marketing efforts on behalf of the agency be more effective, I thought it might be valuable to share with our readers a few tweaks we are going to be making to our blog to strengthen it's strategic value to the agency.
Side note: Writing posts consistently is an expensive waste of time if you are not working towards strategically leveraging it as an important part of your marketing efforts. If you are thinking of starting a blog (or have one without a strategy); identify your goals before beginning.
We write our blog for three primary reasons
As I was working with our blog partner, Compendium, to identify ways we might be able to improve the conversions of our visitors - we identified a very obvious thing -
To contact us for more information; you had to link off of our blog, go to the Element Three website, and find the contact us page. What!! Three steps before you could contact me? So, Change #1) add a big button that says contact us and links directly to a form & contact info.
Second thing, we currently only have white papers for people to read as a value-add to the blog posts. We also have a fantastic Assessment tool where people can learn where the low-hanging fruit opportunities are in their organization. People love the results of this Assessment when they take it, our biggest problem is getting people aware of it. Bingo! We're going to add a link to the Assessment from our blog with a brief description. That's Change #2.
Lastly, we have a place where we are asking you if you would like to sign-up for our newsletter. By signing up for our newsletter, we push the information to your in-box and you don't have to remember to come back and visit us (or set up an RSS feed). The sign-up process for our newsletter is equally clumsy to contacting us. Three clicks - and that's assuming you know where it is. We are going to work with our HTML email provider, Delivra, to help us insert the appropriate code so you can enter your email directly into the text box and hit submit. A double-opt-in message will then be generated to confirm your subscription. Change #3.
We were starting to feel pretty good about ourselves - we have been constantly blogging for over a year. But, upon further review - we realized there were some significant areas where the experience for the user could be enhanced considerably.
Where is there opportunity in your marketing activities to improve in areas where you are already putting effort? Don't abandon a tactic too early, ensure you are doing everything to give it the greatest chance for success. If you're not sure, call us! (soon there will be an easy contact us button to do so!)
Side note: Writing posts consistently is an expensive waste of time if you are not working towards strategically leveraging it as an important part of your marketing efforts. If you are thinking of starting a blog (or have one without a strategy); identify your goals before beginning.
We write our blog for three primary reasons
- Potential employees or interns can read our blog to see inside the convictions and ideology of the agency when evaluating if they want to work here
- The content feeds the Element Three newsletter, an integral part of staying in contact with clients, prospects and partners
- Gather leads - you read our blog, think we're really smart - you contact us for more information
As I was working with our blog partner, Compendium, to identify ways we might be able to improve the conversions of our visitors - we identified a very obvious thing -
To contact us for more information; you had to link off of our blog, go to the Element Three website, and find the contact us page. What!! Three steps before you could contact me? So, Change #1) add a big button that says contact us and links directly to a form & contact info.
Second thing, we currently only have white papers for people to read as a value-add to the blog posts. We also have a fantastic Assessment tool where people can learn where the low-hanging fruit opportunities are in their organization. People love the results of this Assessment when they take it, our biggest problem is getting people aware of it. Bingo! We're going to add a link to the Assessment from our blog with a brief description. That's Change #2.
Lastly, we have a place where we are asking you if you would like to sign-up for our newsletter. By signing up for our newsletter, we push the information to your in-box and you don't have to remember to come back and visit us (or set up an RSS feed). The sign-up process for our newsletter is equally clumsy to contacting us. Three clicks - and that's assuming you know where it is. We are going to work with our HTML email provider, Delivra, to help us insert the appropriate code so you can enter your email directly into the text box and hit submit. A double-opt-in message will then be generated to confirm your subscription. Change #3.
We were starting to feel pretty good about ourselves - we have been constantly blogging for over a year. But, upon further review - we realized there were some significant areas where the experience for the user could be enhanced considerably.
Where is there opportunity in your marketing activities to improve in areas where you are already putting effort? Don't abandon a tactic too early, ensure you are doing everything to give it the greatest chance for success. If you're not sure, call us! (soon there will be an easy contact us button to do so!)
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