Four States Small Business Blog

Mark Zimmer

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Why the Highest Performing Companies Treat Marketing as an Investment and Not an Expense

Posted by Mark Zimmer on February 7, 2017 at 8:30 AM

This may be the point in the year when you and your marketing team are taking a look back at the marketing efforts of 2016 and evaluating what exactly it cost your company. Or, if you’re a new business owner, you may be determining what kind of expenditure you’ll need to make to start advertising. Either way, there’s something important you need to remember to do: view marketing as an investment. Quite simply, marketing isn’t something that’s merely nice to have or a good idea that you can get to later, and the costs associated should never be considered without the ultimate impact it has on your bottom line.

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Topics: Marketing Strategy, Marketing ROI

How to Use Radio to Effectively Boost Your Digital Marketing ROI

Posted by Mark Zimmer on January 6, 2017 at 8:30 AM

Digital marketing is a valuable tool for businesses of all types and sizes. That’s because the internet plays a crucial role in how people make their purchasing decisions. In fact, 81 percent of consumers today conduct online research before buying a product or service.

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Topics: Marketing ROI

What is a Marketing Bridge and Why Do You Need It?

Posted by Mark Zimmer on December 1, 2016 at 8:30 AM

The concept of a marketing bridge for business was first introduced to radio advertisers in 1968, and it is arguably one of the most important elements of a company's marketing strategy. Simply put, it is the connection between what your advertising says about your business and what your customer experiences. It’s the forces that combine to make a sale. If your advertising tells people something about your business and they don’t see, hear, or experience it when they arrive at your store or contact a salesperson — in other words, if there is a disconnect — that's a problem. If any of these connections in the marketing bridge are broken or ineffective, it can affect whether your business makes a sale, thus affecting your bottom line. Advertising is the glue that holds the bridge together, but it is not a substitute for strengthening weak links.

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Topics: Small Business Resources, Marketing Strategy

Do You REALLY Know Your Customer's Journey: How to Map it and Why It Matters

Posted by Mark Zimmer on November 29, 2016 at 8:30 AM

As the market space becomes increasingly mobile-focused and reliant on multi-screen marketing, it becomes more and more important to know your customer's journey and the touchpoints your brand needs to capture in order to influence it. Customer Journey mapping is the key to truly understanding it in a visual way; it allows you to see the story behind the process from initial contact to consideration and purchase from the customer's perspective. This blog post will inform you on how to map your customer's journey along with insights for the customer journey mapping process.

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Topics: Marketing Strategy, Consumer Behavior