Marketing Advice

Travis Baker

Recent Posts

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

May 30, 2017 By Travis Baker Leave a Comment

Inbound Marketing Part 6: Reporting

Welcome to the last part of our inbound marketing series. If you have missed any, feel free to go to the start of the series here.

The final part of the inbound marketing campaign is reporting the results. That can be scary, right? Maybe you didn’t get the results you wanted. Don’t be too discouraged if you don’t have the greatest results from your first campaign. Sometimes it hits the very first time, and sometimes it takes a while to build the results that you want. After all, if inbound marketing were easy everybody would do it, right?

Why Report? You have to report your results for two reasons:
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Filed Under: inbound marketing, reporting

May 24, 2017 By Travis Baker Leave a Comment

Benefits and Caveats of Blogging for Industrial Companies

Blogging for industrial website or manufacturing company, or really any company, is pretty much essential now.

However, we still get some resistance to blogging. I know it takes time. And even if you have someone else handle your content creation, there is expense and still some time. But it is well worth it. Every time we increase our blogging we get more visitors. We are up over 600% over year to date. The root of all of that increase is our blog.

If you are not blogging now for your industrial website here is why you should.

We know for a fact that blogging for your business helps drive traffic to your site and helps with conversions.
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Filed Under: content creation, content marketing, blogging

May 17, 2017 By Travis Baker Leave a Comment

The Cost for a Website Redesign in Charlotte

You might have seen our recent blog post about the “Three Stages of Website Design.”Maybe you realized you are in the first stage and your competitors are nearing the third, and it is time for an upgrade. Or perhaps you want to be the first in your space to have the better site. What it boils down to is that you are ready to redo your website, but you are concerned about price.

I understand. You should never pursue any marketing tactic unless you have a high ROI. Now ROI doesn't have to be in monetary form. However, that does help quantify and give you a one-to-one comparison.

If the average sale for your company is in the 3,000 range and your think a website redesign can gain you an extra three sales a year, do it. Do it now.

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Filed Under: website design

May 11, 2017 By Travis Baker Leave a Comment

Content Creation for Insurance and Financial Services is Crucial

Insurance and financial services content creation have lagged behind many other industries for a few reasons. First of all, they are highly regulated fields. There are a couple of pitfalls that you have to avoid.

Secondly, most insurance and financial services companies think of their product as boring. They often question, “Why would anyone want to know about my product or service? Marketing for insurance is a snooze.”

I have written about why people should choose different pallets and industrial air capture. Nothing is boring to people who need it. And guess what? People need insurance. They need financial services. So shouldn’t you talk about it?

News flash: You should.

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Filed Under: content creation, content marketing

May 10, 2017 By Travis Baker Leave a Comment

A Quantitative Way to Choose a Marketing Agency

There are a lot of tough decisions that business owners and CEO’s have to make and one of them is marketing. What if you need a new website or marketing video? Sure you can go and look at proposals and portfolios, but it is tough to compare apples to apples.

Some business owners, whether they are in financial services, manufacturing or material handling, are comfortable going with their guts. On the flip side, there are some that want to make sure that have all the information and could use a tool to help them decide.

Hey, I understand. It is a difficult decision. There are differences in price, philosophy, experience, capability, and team.

So we decided to break those out and talk about each and how they might relate to your business. Here is a way to choose a marketing agency.

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Filed Under: choose a marketing agency

May 04, 2017 By Travis Baker Leave a Comment

Making Commercial Video Fun "Gee, That's Interesting" with Dip Dopson

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Need help with Commercial video in Charlotte, Rock Hill or Gastonia? Or really anywhere

We can help.

Narrator: Met Travis Baker. (Pause) Travis lives in this tree house.

He didn't always live in this tree house. Travis Baker’s actual home is right here. Only a few yards away.

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Filed Under: inbound marketing, commercial video