The 5 Social Media Mistakes that Marketers Make and How to Avoid Them

Posted by Sheryl Roehl

More and more businesses are jumping on the social media bandwagon, but that doesn’t necessarily mean that they’re getting everything right.  Here are 5 things that keep marketers from getting the most from their social marketing programs.

1. Running your social marketing without a strategy or a plan. Social media is maturing, but is your approach to it? You should build a plan for your social marketing like you would for any other marketing discipline. Your plan should include the strategies and tactics, branding, messaging, content, tools, resources and goals that will help you make your social media presence a successful part of your marketing.

2. Operating in a silo. 7 out of 10 marketers in a recent BtoB survey said branding is their top goal for social marketing.  Funny, but the reality often seems like the exact opposite. Many companies seem to run their social media programs like a separate sideline and tactical program handled by an intern or entry-level marketer. This is a mistake. Instead, you should incorporate social media into your integrated marketing programs. Be sure to project a consistent brand in all your social media channels (and across all marketing channels) in terms of design, positioning and personality.

3. Using social media as just another marketing “me” channel. Twitter and other social media are not just another corporate press release wire for your PR team or product announcements. Can you say boooring? Too many B2B companies use their social channels to push out one-way PR announcements and top-down messages.You can instantly set your company apart from competitors by delivering interesting and valuable content and engaging in two-way conversations about topics that really matter to your target audience.

4. Neglect your following. I’m always surprised when I run across company’s social media accounts that push out plenty of tweets and posts, but have relatively few followers — let alone engaged ones – even after years of maintaining an active social presence.Like it or not, your company’s reach and engagement with its following help drive your Klout score, a key measurement of your social media influence.

You wouldn’t drop a major email campaign to a dozen contacts, nor should you do the equivalent on your social channels. Just as you work at building your email list, you should invest time and resources in growing your list of quality followers, fans and likes.

If you don’t have the bandwidth to tackle it, you can outsource this task to social media experts. For example, Avenue L Marketing built up a client’s Twitter following to more than 500 in a matter of weeks. For another client, we grew the quality and number of followers gradually over several months, from around 400 followers to 1,000. Here, atAvenue L Marketing, we increased our following (@MarketingIntel) during the past year to over 2,500 as of this writing.

5. Obsessing about the score. Yes, metrics can help you track your progress, but you don’t focus too much on them. Your social media presence should be making an impact and contributing to the success of your marketing campaigns.  Sure, pay the proper attention to your Klout and other metrics delivered by your social platform, but don’t go overboard. They’re just numbers after all.

Don’t make these 5 mistakes in your social marketing. Build your social media plan and constantly fine-tune it based on what works and what doesn’t.  Get help from experts to optimize your social presence and invest in growing your target audience of followers, fans and likes. It’s smart to keep an eye on key performance metrics but stay focused on improving your content and increasing the engagement of your audience.

What other tips would you add to this list of social marketing pitfalls? Would you please share your experiences and perspectives on social marketing?

Sheryl Roehl is co-founder, president and chief marketing officer of Avenue L Marketing, a full-service marketing agency in Atlanta, Georgia, that helps clients achieve outstanding results from their marketing, demand generation, public relations, content, social media and web initiatives.


by Elizabeth Crawford | Comments Off on The 5 Social Media Mistakes that Marketers Make and How to Avoid Them

7 Tips for Capturing Valuable Marketing Feedback from Prospects and Customers

Posted by Scott Mikus

It is common in the medical profession to seek a second opinion on a diagnosis, and the practice works equally well during marketing and communications planning. You establish the first opinion when you draft an integrated marketing plan with strategies and tactics. Then, you can share some plan elements with other stakeholders and ask for feedback.

Building a customer-centric marketing team requires a game plan. Customers can be an important source for feedback, but you’ll want to be thoughtful and intentional about how your team asks for customer feedback.

  1. First, do no harm. As with the first rule of medical treatment, you must create a feedback plan that captures customer input while enhancing customer relationships.
  2. Consider the competitive environment. Establish parameters that meet your security requirements while fostering a candid, trusting dialogue.
  3. Create an interactive format. Set up a password-protected survey on your web site so customers and other visitors can share feedback on your branding, messaging or other marketing strategies.
  4. One-on-one is best. You will get some of the best insights by engaging customers and would-be buyers in one-on-one interviews, which can serve as the basis for creating buyer personas.  Interviewing is a learned skill, so practice before you start dialing customers.
  5. Go social. Social media can be a great way to gather feedback and ideas from your customers and prospective buyers.
  6. Be selective. Ask customers to give feedback on selected plan elements or marketing content rather than asking them to review a lengthy document or presentation. Construct questions that solicit opinions or ask customers to choose between alternative approaches or messages.
  7. Give feedback on the feedback. Don’t just thank customers for participating. Tell them later how their feedback influenced your plan.

Finally, repeat the feedback process year over year. The insights you get from customer feedback will help you establish benchmarks and best practices and determine which strategies and tactics will deliver the best return on investment.

by Scott Mikus | Comments Off on 7 Tips for Capturing Valuable Marketing Feedback from Prospects and Customers

Why Your Marketing Team Should Focus on Web Optimization over SEO

Posted By Beth Crawford & Scott Mikus

Many organizations put significant time and money into their search optimization and neglect web optimization.

Big mistake. Big mistake. While SEO can help improve search rankings and increase inbound traffic, it’s just as important to spend time optimizing the site’s content, user experience and design.

If you don’t, your website could be a dead-end for would-be prospects. Your SEO initiative could drive more traffic to your site. But once visitors get there, they won’t be able to find the information they’re looking for. After a few seconds, they may leave your site and go hunting for what they need on your competitor’s website.

In working with our clients here at Crawford/Mikus Creative Marketing & Design, we have found that the best websites have a lot in common with large-scale retail or wholesale distribution centers.

Step inside a distribution center. You’ll find a sophisticated inbound and outbound hub for procuring, managing, distributing and tracking products across the entire supply chain—from the point of production to the point of sale. Unfortunately, too many websites resemble outdated warehouses – with aging content and idle inventories.

Does your website provide an effective distribution hub for inbound and outbound marketing, brand-based messages and valuable interactions with prospects and customers? To determine if your website is optimized, ask yourself these 5 questions:

  1. Is your website looking tired, with outdated design and content?
  2. Is it difficult for visitors to find the latest branding and messaging on your website?
  3. Does your website provide a less-than-optimal user experience for the growing number of visitors who will access your site through their smartphones or tablet PCs?
  4. Is your website relatively static, lacking a constant stream of fresh content in the formats that your prospects prefer, including text, video, podcasts, blog posts, white papers and eBooks?
  5. Is it hard for your prospects to navigate your website and access the information they’re looking for?

If you answered “Yes” to more than one of the above questions, your website could be a good candidate for optimization.

With the right content, the right navigation, the right site structure and the right design, your optimized website can become a high-functioning distribution center for driving your integrated marketing and sales initiatives.

Do you think marketers focus too much time and resources on SEO rather than website optimization? Please share your ideas in the comments or tweet us at @crawfordmikus and let us know what you think.

Our Free Website Optimization Assessment can show you how to transform your site and deliver better results from your integrated marketing and sales campaigns. Learn how by calling us today at 404.875.7753 or emailing Scott Mikus at

by Scott Mikus | Comments Off on Why Your Marketing Team Should Focus on Web Optimization over SEO

The Evolution of the Marketing Agency-Client Relationship: What A Long Strange Trip It’s Been

Posted By Beth Crawford & Scott Mikus

Every now and then, I think back to when we were first setting up shop in 1989. If you’re like us and have worked in the creative industry for a decade or two, you’ve seen a lot of changes in your career. For us, one of the most striking changes is in how we look for and manage agency-client relationships.

Back in the early days of Crawford/Mikus Creative Marketing & Design, collaborating with clients was the name of the game. We were constantly on the road, meeting with clients about campaign strategies, discussing new projects, sharing layouts and doing press checks.

Fast forward to 2012 and it’s a very different world. We’ve gone from face time to Facebook. Now, days or weeks could go by without seeing a client in their offices or in our studio at Atlanta’s King Plow.

Initial inbound and outbound marketing strategies are still developed face to face. However, from there on out, individual projects rarely involve face-to-face meetings. Instead, projects proceed through a series of follow-up calls and emails. Reason being, many clients are time crunched, struggling under heavier workloads and trying to do more with less.

For several of our larger corporate clients, receiving a new job consists of getting an e-mail “ping,” we go out and pick up the job in a project management app, do the job and then post it on a server. From there, client associates from around the globe give input and mark up the layouts. Then, we make revisions and wrap up the job. Some projects might not involve a single one-to-one call. And we are not talking about one job here; we can be managing as many as 20-30 jobs in this capacity.

From an implementation and execution perspective, working like this leaves the door wide open for assumptions, generalizations and miscommunications. In this environment, it’s a never-ending challenge to manage expectations and client communications – not to mention, the technology hiccups that can occur internally and externally throughout the process.

In terms of flexibility, we don’t have to be tied to the office all day, every day. But it also means we’re tied to our work for longer hours and we’re expected to be electronically accessible virtually all the time. Have you ever tried to conduct business at the zoo or aquarium with your child? Do you ever get frustrated when you lose your mobile signal inside a Target store (it’s the concrete walls!)?

However, the upside is we’re finding more opportunity (and profit) in collaborating with strategic partners and offering a wider breadth of services. We’ve also been able to extend our client base well beyond Atlanta to places like New York, New Jersey, Chicago, California and Florida.

In a recent blog post, we offered 13 tips for client-side marketers on how NOT to choose an agency. We should also write a post for those of us on the agency side about how to choose our client relationships wisely and then to nurture them like we would a well-cared-for garden.

What we have learned from our 20-plus years running an award-winning creative marketing and design studio is that change demands adaptability. We have to be willing to reach out proactively to clients, immerse ourselves more than ever in their corporate culture and make sure we completely understand their business needs and goals.

As project managers, we need to keep an eye on the details. In understanding the client and utilizing both inbound and outbound marketing strategies, we are better able to position ourselves for the long term with a client. We become a partner, not just a vendor. And, those are exactly the kind of agency-client relationships we’re looking for.

All in all, it’s been a wild and exciting ride, and the one thing I can say is, it ain’t over yet!

Beth Crawford and Scott Mikus are principals of Crawford/Mikus Creative Marketing & Design in Atlanta. Follow us on Twitter @CrawfordMikus or subscribe to our blog at A version of this post originally was published in the February/March 2012 issue of Oz Magazine, a business-to-business magazine for and about Atlanta’s visual communication and media industry.

by Scott Mikus | Comments Off on The Evolution of the Marketing Agency-Client Relationship: What A Long Strange Trip It’s Been

How NOT to Choose a Marketing Agency: 13 Rules You Should Break

Posted by Scott Mikus and Sheryl Roehl

As a marketer, choosing an agency is probably one of the hardest but most important decisions that you’ll make in your career. Choose well and you’re a rock star in your boss’ eyes. Choose poorly and it could ding you on your next performance review.

It’s not just whom you choose that matters. It’s just as important how you choose. With that in mind – and in honor of Friday the 13th, we’ve assembled our 13 favorite rules for how NOT to choose a marketing agency.

1. Choosing a marketing agency that “can.” Today’s agency landscape is crowded with candidates who say they “can.” As in, “We can do branding” or “We can do social media” or “We can do PR.” But there’s a big difference between “can” and “has.” Remember, your brand will live or die by the experience (or lack thereof) behind it. By way of metaphor, would you want a surgeon just out of med school operating on you? Sure, they have the M.D. next to their name. But wouldn’t you rather have the most experienced pair of hands repairing your hernia – or, in this case, doing your branding and messaging?

2. “I just need my website redesigned.” Sure, a website’s design may be tired and outdated. However, the more important question is: How is the site performing for you? Are visitors converting to leads? Does the content reflect your current positioning? Have you optimized your landing pages? Have you integrated social media into your site beyond just sticking up some icons on your homepage? What about your offline brand — does it need sprucing up, too?

3. Branding a la carte. Your brand isn’t just a logo or a website; it’s the sum total of positioning, messaging, awareness, visual identity and the communications architecture of a company. Be sure to choose an agency that understands this core principle and can skillfully build and integrate a brand across multiple disciplines from inbound to outbound marketing and offline to digital. If you take the a la carte approach, you’ll pay for it later in a splintered or fragmented brand.

4. Wow, what a pitch! Sure, the pitch is important. But are the people pitching going to be doing the work after the contract is signed?  In many agencies, the senior-level deal closers move on to close other deals, while the junior account people step up to do the work. See rule #1.

5.  The people you will work with don’t have a clue about your business. Be sure that the people you’ll work with at the agency have at least a solid understanding and interest in your business from the start. If they’ve done their homework, it will show in the questions they ask and the presentation they give. If not, move on to the next candidate.

6. I really, really like them. Chemistry is important. But don’t pick an agency because your friend works there or just because they just make you feel good. Choose the best agency partner because they have the best experience for the job and can deliver results for your company.

7. Don’t tell the agency candidates your budget. If you don’t at least give the agencies competing for your business a ballpark idea of your budget, they’ll probably come back with very different, hard-to-compare proposals. Why not set clear, upfront expectations of what you’re looking for? That way, when the proposals roll in, you can focus on choosing the right partner, not just the lowest bidder?

8. Set impossible deadlines. Tell the prospective agency that you want a web redesign in a month or a direct mail campaign printed and in the mail in 3-5 business days and you’re probably setting the project up for failure or less-than-stellar performance. Why not try to speed up corporate approvals while putting specific deliverables on parallel tracks? You might be surprised how quickly you can get projects delivered – on time and on budget!

9. They don’t speak the language of business. The world is full of creative people who like to design, write, shoot videos or get PR hits, but many of these people don’t really consider themselves business people. Nothing wrong with that if all you want is just pretty good creative, nothing more. But if you want marketing that truly delivers, choose the agency that talks business – the one that talks about building messaging that resonates with buyers or creating campaigns that drive more leads and increase sales.

10. I can just hire an intern to do social media. To do social media right, you should hire an agency that knows how to integrate social and track results as part of your integrated marketing campaigns. Social doesn’t belong as a siloed sideline; it should be part of the mix.

11.  We can do content in-house. Good content is critical to your branding. If you don’t have good writers and content creators in-house, then trust outside experts to help you get the message right. Good agency content marketers and copywriters know how to develop content for different target audiences and different communications. Without good content to support the entire buying cycle, all you have is well-designed brochure or a good-looking shell of a website.

12. Sorry, but we don’t do X. A good agency may not specialize in SEO or PR, for example, but more often than not they will have a healthy Rolodex of strategic partners and colleagues they can call on to help you create a video, get press or help you build a new mobile app. Do they have a can-do spirit or do they just care about what they want to do – not about meeting your overall marketing needs?

13. But the agency is a big-name agency that has won lots of awards. But will you be an important account to them – or merely a minor account that will be shuffled off to the most junior account team that takes three times longer to do half-baked work? Think twice before you choose based on name alone.  And, if they talk more about their awards than how they’ve helped clients achieve their business goals, then they probably can’t help you achieve yours either.  Move on.

It’s not easy choosing an integrated marketing agency for your company. But if you know the pitfalls, you’ll have a much better chance of selecting the right partner for your organization.

What are your personal rules of how NOT to choose an agency partner? Please share your experiences and tips in the comments below.

Scott Mikus is managing partner of Crawford/Mikus, an Atlanta-based creative marketing and design firm founded in 1989.  Sheryl Roehl is principal and co-founder of Avenue L Marketing, an integrated marketing, public relations and social media agency in Atlanta.

by Scott Mikus | Comments Off on How NOT to Choose a Marketing Agency: 13 Rules You Should Break

7 Actionable Tips to Help You Develop Marketing Content to Support the Entire Sales Cycle

Posted by Scott Mikus

How do you keep prospects engaged throughout the sales cycle? Does your sales team typically run out of marketing collateral materials and other content at some point during the selling cycle?

If you check with your colleagues in sales, they will probably tell you they are often unsure how to follow up after they have sent the “standard package” of marketing collateral and their prospects haven’t responded.

These 7 tips will help you build marketing content that supports your inbound and outbound marketing efforts and helps advance the sales cycle:

1. Make a plan to develop a full set of marketing materials. Salespeople need a reason to make their second, third and fourth contacts with prospects, and they can’t keep sending the same materials time after time. Prepare a step-by-step approach for sharing information with prospects — from initial requests for information through follow-up contacts.

2.  Build flexible marketing content. Salespeople need to have sales tools they can customize and package in different ways to meet customers’ specific business needs or to fit a particular sales situation.

3. Engage buyers early. A recent study indicates that before B2B buyers ever talk to a sales rep, they are already 57 percent of the way to a buying decision based on information they learn from peers, web searches, online forums or social media. Make sure your web content and blogs speak to your buyers’ business pains and address the industry trends and topics that will get them to consider your company’s products and services.

4. Involve the team. To ensure sales and marketing efforts are aligned, seek out direct input from sales team members who are responsible for contacting prospects and managing customers. Use their first-hand experiences to identify content and design considerations and set priorities.

5. Analyze the selling cycle. Remember the principle that form follows function. Consider the types of sales tools that work best in each selling situation. Decide which media and messages are best for first contacts and those that work best for follow-up contacts with your target audience.

6. Go beyond the standard package. Develop materials to cover the full range of follow up contacts required to close the sale. Prepare a variety of sizes and types of content that can be deployed across a range of media, including marketing collateral, sales demos, flash animations, blog posts, white papers and video.

7. Welcome new customers. The sales cycle doesn’t end with the sale. Consider how your organization can handle the transition from prospect to new customers. You may need a package of welcome materials or a customer orientation package to continue nurturing the relationship and reinforcing the buy decision after the sale.

Many sales deals can take longer to close than anticipated. Today’s marketing content must educate buyers during every phase in the sales cycle — from prospect through new customer and beyond.

How do you make sure you have enough marketing collateral and other content to support sales and persuade buyers to choose your products and services?

by Scott Mikus | Comments Off on 7 Actionable Tips to Help You Develop Marketing Content to Support the Entire Sales Cycle

5 Sure-Fire Ways to Build Marketing Linkage

Posted by Scott Mikus

As social media swept aside many old marketing assumptions, many companies have discovered they have a lot less control over their brands than they used to.  Today’s consumers and B2B customers wield enormous power to define the market’s perceptions of brands through their online and offline conversations.

In this new era, Marketing Linkage becomes vital to your organization’s survival. To maximize the impact of your initiatives, you need to bring together inbound and outbound marketing, internal and external communications, employees as brand ambassadors and your solutions into an integrated marketing strategy that we call Marketing Linkage.

Inbound Linkage. To elevate your brand and engage your target audience, your digital strategy should utilize inbound marketing, social media and content marketing. And by integrating communications across multiple platforms, you can blend web optimization, lead capture programs and the power of public relations to heighten your site’s visibility, drive traffic and increase conversions.

Outbound Linkage. Outbound marketing picks up where inbound leaves off with high-touch communications focused on the individual buyer’s needs. Have you taken a close look at your brand recently? How consistent and integrated are your offline and online brands? How well are you using marketing automation to align your initiatives with the sales team?

Internal Linkage. When your sales and marketing teams are aligned, they can speak to prospects and customers with a unified message. And by breaking down internal silos, you open up new possibilities for collaboration and activation strategies for profiling, ranking leads, assigning priorities and following up with top prospects.

Employee Linkage. By building a purpose-driven brand and culture, your company will attract people to work for the organization, drive engagement and improve retention. Think of it as Employee 2.0, where HR and marketing come together to help employees become brand ambassadors and deliver consistent, “on message, on strategy” communications via social media and offline interactions with their networks.

Solution Linkage. When you have a deep understanding of buyers’ points of pain, you can build solution sets that meet client/customer needs. By elevating your message, you can set your company apart from the competition and convey the value your product/service offers to prospects.

So how about you? What other examples of Marketing Linkage do you think are important? How have you built Marketing Linkage in your organization?  Please share your perspective to to help other marketers in the comments below.

Crawford/Mikus Creative Marketing & Design is offering a Free Marketing Linkage assessment to help you spot linkage gaps and discover how to drive value and bottom-line results for your company. To schedule your Free Marketing Linkage assessment, please email me at

by Scott Mikus | Comments Off on 5 Sure-Fire Ways to Build Marketing Linkage

E is for Echo: 10 tips to take the guesswork out of customer-centric marketing

Posted by Scott Mikus

Today’s inbound marketing can deliver measurable, reliable information about the success of your initiatives.

Call it the echo effect. What you send out can come back as real-time statistical data you can use to improve your marketing results. Think of it as customer-centric marketing – understanding buyers’ online and offline behavior, building that insight into your marketing campaigns, and connecting it to the bottom line.

From social media to email campaigns to Google Adwords, today’s marketing tools are interactive and immediate, so you can capture valuable information whenever users browse, click, respond and convert.

With the right tools, the right strategies and the right content targeting your prospects, you can create an echo effect with your inbound and outbound communications.

Here are 10 tips to take the guesswork out of customer feedback:

1) Present an unified brand across multiple touchpoints – whether it’s on the web, social media, mobile, events or collateral. According to a recent Forbes survey of CMOs, one of Marketing’s biggest challenges is ensuring a consistent customer (and prospect) experience. While customer acquisition, conversion and retention continue to be top business priorities, investing in consistent branding is critical to the success of all your marketing initiatives.

2) Understand your target audience. Besides analyzing web, email and social media analytics to better understand buyer behavior, don’t forget offline research methods like buyer personas, trade shows, customer advisory panels, win-loss analysis, and customer case study interviews. Skip this step, and you’ll most certainly fall short of your campaign goals.

3) Put content at the heart of your B2B or B2C marketing campaigns. That starts with delivering a compelling message that will motivate your target audience. But how do you make it persuasive?  Crafting well-written content isn’t enough, though it’s important.  Your messaging must hit prospects’ pain points and priorities – and it must motivate your audience to take the next step in the buying process.

4) Define your visual voice. Support your message with designs that command attention, reinforce key points and enhance your brand identity. If you look and sound like everybody else, guess what? Your prospect won’t be able to differentiate you from the competition.

5) Customize your outbound communications. Deliver personalized messages to each customer or prospect – or targeted messages to segments of your audience. Customers and prospects will benefit from this narrowcasting because they will receive messages and offers that are more relevant to their interests, while you will get better results from your marketing campaigns.

6) Go for quality, not quantity. As marketing strategist Ardath Albee points out, if your lead-generation campaign produces 150 leads, but only 20 are high-quality leads, is it really better than another campaign that produces 20 high-quality leads? Are more clicks and more leads really the end goal if you’re spending all your time trying to sift the wheat from the chaff – or trying in vain to get sales to follow up on all those leads?

7) Repurpose content and deliver it multiple formats. Prepare electronic and print versions of your outbound communications to maximize your reach without adding substantial production costs. Deliver your message in the formats your audiences prefer.

8) PURL makes perfect. Email, web and social media can deliver the echo effect. For example, add a PURL to your direct mail or email campaign to track and measure audience responses in real time – while you generate leads and collect valuable information about your prospects.

9) Measure, tweak, measure, tweak. Use all that statistical data you’ve gathered to measure your performance, adjust your communication strategies based on what you learn and justify investments in marketing initiatives.

10) What goes out can come back. With the right combination of inbound marketing and outbound marketing initiatives, you’ll command attention and communicate with more impact. You’ll also capture valuable feedback, convert more prospects, build better customer relationships and demonstrate a positive return on your marketing investment.

I welcome your ideas and tips in the comments section below, or shoot me an email at

Scott Mikus is a managing partner of Crawford/Mikus Creative Marketing & Design.

by Scott Mikus | Comments Off on E is for Echo: 10 tips to take the guesswork out of customer-centric marketing

Your Website Should Be a Distribution Center—Not a Warehouse

Posted by Scott Mikus

Retailers and wholesalers maintain large-scale distribution centers as part of their supply chain systems. Thanks to improvements in logistics technology, these distribution centers are more than mere warehouses. They are sophisticated inbound and outbound hubs for procuring, managing, distributing and tracking products across the entire supply chain—from the point of production to the point of sale.

Lately we’ve been thinking about how a high-functioning website has characteristics in common with a distribution center. The best websites are hubs for distributing content and services to customers through a variety of devices and applications. Site visitors can access the content and services at the times and places that are most convenient for them—and in the formats they prefer.

Most organizations give attention to search engine optimization. They are concerned with site traffic and conversions—driving visitors to the site and capturing their contact information. Fewer organizations are attentive to the outbound functions of activation, outreach and planning. Their content is aging and their inventory is idle.

We see the website as a distribution hub for sharing brand-based messages and establishing value-based interactions with prospects and customers. We’ve developed our Website Optimization Model to describe the wider range of valuable inbound and outbound site functions.

We believe a high-functioning website is itself an engine for driving a wide range of integrated marketing, communication and sales initiatives. Instead of addressing only search engines, we’re now focusing on site engines—because we’re convinced that the right site with the right content and the right capabilities can deliver the goods.

by Scott Mikus | Comments Off on Your Website Should Be a Distribution Center—Not a Warehouse

Sales Leads from QR Barcodes: Instantly direct users to your high-value messages

Posted by Scott Mikus

In a competitive environment you need superior strategies to differentiate your brand, reach new prospects and retain your existing customers—all while your target audiences are being bombarded with information.

You need clear messages and compelling media to cut through the clutter and connect with impact.

You may want to consider Quick Response (QR) barcodes as a medium for delivering high-value messages at the times and places that are most convenient for your target audiences. When users scan QR codes with their smartphone cameras they are instantly directed to your messages.

  • You can locate QR codes almost anywhere—in an ad, on a billboard, on a menu or even on a t-shirt—so you’re connecting with users one on one.
  • You can drive users to your web site—or to a promotion, a coupon, a demo, an email message or a Google map of your location.

QR codes are interactive, so you can market to individuals. When users visit your web site you can track the responses, convert the responses to sales leads and calculate a direct return on your investment. And with an integrated marketing strategy you can leverage the full range of interactive media to get more value from your web site, sales collateral, print ads and trade shows.

Executing an integrated communication strategy across multiple media platforms is challenging, but at Crawford/Mikus it’s our business. We do everything from brand identity to selling tools—from concept to execution. With Crawford/Mikus as your partner you can reach your target audiences, increase your brand awareness and meet the demands of a competitive environment.

by Scott Mikus | Comments Off on Sales Leads from QR Barcodes: Instantly direct users to your high-value messages