Marketing Advice

Travis Baker

Recent Posts

August 16, 2017 By Travis Baker Leave a Comment

Make Your Website Redesign More Efficient

We work with a lot of different size teams for website design, branding and other projects. The questions we have aren’t about size of the team that is doing the project. The main questions after budget is timeline.

Timeline is a legitimate concern with any project Everyone wants everything done as quickly as possible. The client wants the project complete so they can take advantage of the benefits and the agency wants the project complete so they can bill.

Here is how you can lower the timeline of any project. Get ready. It is some deep stuff.
  • Plan
  • Anticipate
  • Respond
  • Decide
That’s it. The big secret.

PARD. You know, like an old school spaghetti western. Short for partner. You get it.
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Filed Under: website redesign

August 02, 2017 By Travis Baker Leave a Comment

Difference between a Web Design Company vs. a Marketing Company?

We spoke to a company today about their website needs. It was going well, and eventually, we arrived at the part that everyone loves, budget.

Not many of us can talk to a person about money just a few minutes after we meet them without a bit of discomfort. Here is how the conversation went today.

Me: "So do you have a budget in mind for your website?"

Prospect: "Well, I have done some research, and I think the going rate is between one and two thousand dollars"

Me: Crickets…..

Nah just joking. This is what I said.

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July 27, 2017 By Travis Baker Leave a Comment

Outsourcing to a Fractional Marketing Director vs. Hiring a FTE

Recently we spoke to a company that was considering adding a marketing associate to their team. I am all in favor of hiring more marketing people, believe me.

However, in this case, this company, let’s call them “Company A,” they already had a full -time marketing associate and a marketing coordinator.

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Filed Under: fractional marketing director

July 18, 2017 By Travis Baker Leave a Comment

Ensuring You Have Proper On-Page SEO: Part 1

On-page SEO is one of the easiest parts of your SEO strategy to nail. However, because of the ease, it can be easy to ignore. 

First of all, what is SEO? It stands for Search Engine Optimization. We, marketers, love our abbreviations. SEO is an important part of your overall inbound marketing strategy.

For instance, when you put a search term in Google the algorithm is deciding what you want based on the words that you’ve entered. If your page pops up first for a search, you can bet you nailed your on-page SEO.

Proper on-page SEO is valuable because it lets you effectively tell the search engines about your page. It also works to help draw people to your site.

Here is the first few thing to focus on to have proper page specific SEO.

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Filed Under: SEO, on-page seo, seo marketing

July 12, 2017 By Travis Baker Leave a Comment

Develop an Engaging Marketing Video Premise

Most marketing videos have a pretty standard format. With more and more videos being produced and put online, how can you stand out?

The key is to have a  video marketing premise that is unique.

We have mentioned before the last thing that we need is another staid commercial that introduces a company's CEO. Not to say that you can’t introduce the CEO, but don’t have them in a chair in a boardroom staring at the camera.

Think of it this way. When there were only three channels in the 1950’s, anything produced that showed a modicum of talent was a hit. Now compare that to today. Some of the best shows are on AMC, HBO, and Netflix. There is a ton of competition. The way to survive is to have excellent programming.
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Filed Under: video marketing, commercial video

June 29, 2017 By Travis Baker Leave a Comment

Using Scarcity and Status for More Marketing Leads and Sales

I was perusing my email the other day and noticed that there was an offer from Great Wolf Lodge. If you don’t know, Great Wolf is a chain of indoor water parks attached to a hotel. My family, especially the kids, love it.

We have spent the last few of my daughters birthdays there. And while it is not inexpensive, it is easier for sanity reasons to celebrate a birthday there instead of at the house with a screaming group of children. I prefer the screaming kids are not in the property where I live and work.

Anyway, back to the email. The email in big letters read “Limited Time: Book Now and Save!!”. You have probably gotten emails that are very similar to this from other companies. The kicker was in the next line Limited Availability!
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Filed Under: lead generation, sales

June 22, 2017 By Travis Baker Leave a Comment

Brand Marketing Strategy Part One: Understanding Your Brand

Do you have a brand marketing strategy? Do you know what your brand marketing strategy is?  If you don't do you know why you should?

Do you think I am asking a lot of questions for the beginning of a blog article?

Let’s start with the basics. What is your brand?

Your brand is not necessarily what you have created or what you think but the perception of your company in the marketplace.

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Filed Under: brand management, brand marketing

June 14, 2017 By Travis Baker Leave a Comment

Why You Need to Create Buyer Personas for Trade Shows

Does your staff treat everyone on the trade show floor the same? I know that if a c-level prospect walks into your booth that gets more of a reaction then when an engineer does. But, is that it? Are all of the responses from your team a matter of instinct, or do you have an actual buyer persona made for your trade shows?

If you haven’t created buyer personas for your trade shows, here is why you should.

Let’s say that one of your more senior associate on the show floor is engaged with a prospect. You have a junior staff member who is available to talk. A director level prospect walks into your booth. Your junior associate meets the prospect and starts talking about benefit “A.”
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Filed Under: trade show marketing, buyer personas

June 07, 2017 By Travis Baker Leave a Comment

Don't Kill Your Brand, Build a Brand Bible

Everyone knows that brand dissonance is a very real thing, especially if you have a larger company or are expanding. However brand inconsistency can also be a problem for smaller companies.

You have the rush that you have to get something out. Maybe it is a white paper or a catalog, you have to get out, and perhaps you can’t get access to your “good” logo. You have to recreate it, and you can’t remember what your “blue” is. Trust me; a blue billion is not just a saying.

So you rush, and you put out something that looks, well a little different. Or one of your salespeople has to have a new presentation, and so they cobble something together that looks not quite right. Maybe the type is different, the logo is misplaced, or the colors are wrong.

This is the beginning of brand dissonance. Why is brand dissonance so bad?

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Filed Under: brand management, branding

June 01, 2017 By Travis Baker Leave a Comment

How to Develop a Powerful Trade Show Message

Developing your trade show message is one of the most important things you can do before your show. First, a short definition. The theme of your show is the overarching idea, and you tie the message to the theme. The message is what you want people to take away from your exhibition.

Remember your message is not your tagline, but your tagline needs to support your trade show message.

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Filed Under: trade show marketing, trade show roi