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      Why you need to budget for a marketing strategy   As another year draws to a close, it’s time for businesses to get into planning mode. As you set your goals and parcel out your budget to meet them, ask yourself if you’ve properly accounted for a marketing strategy. Too often one of the first line items slashed, marketing isn’t an extra. The bottom line is a good marketing strategy will make you money—and it’s no longer the cost centre it used to be. Take a closer look at how marketing affects bottom-line growth for B2B companies, and plan your forthcoming budgets accordingly.  Why is marketing important for B2B companies?  Marketing is how your customers find you. It’s how they educate themselves about your services or products, and how they differentiate your business from your competitors’. Your marketing should give your customers the information they’re looking for, when they’re looking for it. Without strategic marketing—a fulsome marketing plan that accounts and plans for your company and your competitors—you’re leaving customer acquisition and retention to chance. You can bet your competitors are investing more.  Strategy vs tactics: What’s the difference?  A complete marketing plan will include strategy—the “why”—and tactics, the “how.” Your strategy is your unique approach, and it relies on information about your business goals.     Who are you targeting this year?    Where are they?    Which services or products do you want to promote most heavily?    What are your immediate to medium-term goals? These might include breaking into a new market, launching a new product, mitigating bad press or doing damage control on your reputation, or simply holding on to your current market share.    What are your competitors doing and saying?    Once you’ve hashed out the elements of your strategy, it’s time to look at tactics that correlate with the strategy. These are the methods you’ll use to meet your goals. Examples include posting on social media, running an ad, or having a customer event. Your marketing strategy should always inform which tactics you use. For example, one of our clients was largely focused on launching a new product line this year, so we agreed that 30% of our time and effort would go to the launch. We took that further by focusing on two buyer types in a small geographic area in order to make a big splash with the small budget. Those buyers are heavily influenced by radio (unusual in B2B) so that’s where a good chunk of the ad spend went. Without the clarity from our strategic planning (which went into far greater detail about how the product would be positioned, branded and more), we wouldn’t have spent our time and budget in the way that we did.   Why it’s important to have a marketing strategy  At Hop Skip, we insist on having a strategy in place before working with any client. Marketing should not be handled in a one-off, piecemeal way; your approach should be deliberate and thoughtful. Think of your marketing strategy in the same way you do your business planning.   You’re in planning mode—your clients and prospects are, too.  It’s the perfect time to think about how you will get your product or service into their consideration set. Developing a marketing strategy will help you make the big decisions like growth goals and also get you to work on other important tasks like key messages, how you will deliver those messages, and where you’ll reach your clients and potential customers.    Your marketing strategy will inform every marketing effort you make. Employing tactics without a strategy is just a waste of money. And yet nearly every company that calls us in to discuss marketing is employing a willy-nilly approach.   Case study: iCapital Financial Services  When we first started working with iCapital, we learned that the first question leads would ask them was, “Are you for real?” Today, they’re a leader in the Canadian small business loan space. How’d we get there? Strategy.   We realized the first thing we had to do was address their credibility. We worked with their brand to ensure they communicated legitimacy, and their messaging so it would resonate with buyers. This work was effective in allaying customer’s fears. Next, we addressed sales marketing funnel activity, starting with the top-end (awareness and lead generation). The tactics we used were to invest time and money in social media, ads, direct mail, and the lead capture process. Later, we moved on to lower-funnel activity, assisting sales in converting more leads through nurturing. We also introduced corporate social responsibility by way of an annual event for charity.    iCapital’s growth is a result of years of strategic marketing, which we refresh annually. Their industry has become extremely competitive so where our focus several years ago was on growing market share, today we’re wholly focused on maintaining our market share. Had iCapital not had the foresight to invest in marketing years ago—and stick with it—they would likely be a very small fish today.  Having a marketing strategy is not a “nice to have,” even in an uncertain economy. It’s the backbone to your business success and deserves the budget to hit the mark.  

Why marketing should be part of your business plan for 2020

As you lay out your goals and budget for next year, ask yourself if you’ve properly accounted for a marketing strategy. Too often it’s one of the first line items slashed in a soft economy. The bottom line is a good marketing strategy will make you money. Take a closer look at how marketing works for B2B companies, and plan your forthcoming budgets accordingly.

      Here’s How to Get "Google" Right  In 2019, no one would deny the power of the Google search engine. With more than three billion (with a B!) daily queries, the most-used search engine in the world has itself reached that holy grail of marketing: its name has become synonymous with its function. When people need information, the­y Google it. As B2Bs, we need to pay attention. The power of Google’s search function alone is awesome, but add to it other services like ads, alerts, and analytics, and you’ve got a toolkit that can either benefit or bury you—and the difference comes down to your marketing. Get up to speed on Google and learn how to harness its power.  Using Google to kickstart lead generation  The first step in the marketing and sales funnel is "creating awareness"—simply put, you can’t bring in more customers without first making them aware of your business. There are numerous strategies to stimulate awareness and a surprising number of them are in some way connected to Google.  Since its introduction in the late-90s, Google Search has absolutely dominated the market. According to Statista, the search giant has maintained close to 90% of the global market share since 2010. Perhaps even more impressive, more than 50% of searchers click one of the first three links on Google’s results page, according to 2018 statistics from Smart Insights. All of this is to say that if potential customers are looking for a product or service like yours, chances are they’re Googling it. Your job, then, is to make sure your business name comes up when they do so.  Getting to number one  Obtaining (and maintaining) a high ranking in search results is no easy feat, but there are tried and true steps towards achieving it:    Identify and integrate your keywords into your web copy.    Regularly publish high-quality content on your site to maintain expertise and freshness.    Make sure your website's metadata is complete and will be effective in helping people find your site.    Get high-quality websites to link back to your website—the more you have, the more your site is recognized as expert and valuable.    Optimize your design and page layout to be fast and mobile-friendly.    All of the above steps will help you boost your ranking organically, but in today’s highly competitive market it’s prudent to double down by paying for ads. As with all things marketing, this works best with a strategy. We’ve found that while running PPC ads can be costly and difficult unless you have an expert on-hand, the ROI with retargeting ads is high. These ads display as many (or few) times as you like over a certain window of time following a prospect visit to your site, which works extremely well for B2B purposes. We run them for most of our clients. Whatever your strategy, be sure to set aside some of your marketing budget for Google ads, which appear alongside search results, to ensure your place on the page.  Nurture those leads!   Don’t let all the hard work driving traffic to your page steal focus from the real task: nurturing your leads so they return again and again.  Modern buyers are internet-savvy and want to do their own research. And of course, websites are where they’re getting their information: The 2014 State of B2B Procurement Study by Acquity Group measured where buyers were getting their online information on products. The results? Supplier websites topped the list at 83%, followed by Google searches (77%), user reviews (42%), and third-party websites such as Amazon Supply (34%).  Getting your message into these spaces is critical, but even so, it's unlikely that a first-time visitor is going to buy from you on the spot. According to Invespcro, nearly 80% of new leads never translate into sales. But, companies that excel at lead nurturing can generate 50% more sales-ready leads at a 33% lower cost. Nurtured leads also make 47% larger purchases compared to non-nurtured leads.  Nurturing leads can take many forms, but at its simplest it means staying in touch with prospects and gently guiding them through the education, consideration, and selection process. There are numerous ways to achieve this. Let’s get started:    Ensure your website content and brand messaging are on point: consistent, impactful, and effective.    Educate your prospects by delivering quality and comprehensive education about your product or service.    Stay in touch with your prospects by sending them value-added content via social and email—the kind of content they can actually use.    Build a nurturing environment designed for customer feedback and continually responding with the right information.    It’s no surprise that buyers research online and in many cases eventually purchase products and services there too. With its massive market share, Google continues to play a significant part in the marketing and sales process. As businesses, we’ve got to be nimble. There is no single marketing tactic that will work for every business, every time, and this is why taking a comprehensive, multi-tactic approach to marketing and sales is imperative. With a little planning and patience, we can harness the power of Google to attract and nurture leads, boost our customer base and our annual sales.

Here’s How to Get "Google" Right

When people need information, the­y Google it. As B2Bs, we need to pay attention. The power of Google’s search function alone is awesome, but add to it other services like ads, alerts, and analytics, and you’ve got a toolkit that can either benefit or bury you—and the difference comes down to your marketing. Get up to speed on Google and learn how to harness its power.

      Hop Skip makes Clutch.co list as top marketing and advertising agency   At Hop Skip Marketing we’re not just a digital marketing agency, we’re a marketing consultant team. The difference might be subtle, but our approach is successful enough to have landed us top spot on the Clutch.co list for marketing and advertising agencies.  Clutch.co is a third-party B2B review site that reviews a company’s website, portfolio, case studies, and awards—and most importantly, it conducts client interviews.  This means that it was the feedback from our clients that secured us this recognition.   “Overall, [Hop Skip’s] efforts improved our position as a leader in the market. The launch of a thought leadership program, a re-brand, video and digital marketing have helped us penetrate new market segments… Hop Skip’s team has taken the time to understand our business and specific challenges, so they can provide customized, creative outputs.” – Jeff Sommer, Vice-President of Business Development, Lorpon Labels   What’s the secret to our success? We make life a little simpler for our clients. We take marketing tasks off our customers’ desks and deliver proven results that improve business and increase engagement while taking advantage of the newest trends and tools of the trade in our industry. From our  PPC management services  and branding chops to web design and media planning strategies, we know the ins and outs of marketing like the back of our hand. Of course, no amount of leading edge jargon can replace hard numbers.    “Hop Skip’s efforts have almost doubled our sales each year and set a record last year. The website they built has become one of our greatest tools… They’re extremely organized, proactive, and always meet their deadlines. There are no excuses; it’s all results-driven.”  – Domenic Sgambelluri, Sales Manager, iCapital, Co-Founder   In addition to this acknowledgment from Clutch.co, sister companies The Manifest and Visual Objects also recently recognized our work. The Manifest, a business news and insights website, named us one of the  top digital marketing agencies in Toronto , while Visual Objects, which showcases the industry experience of top creative agencies, now features our  portfolio  on its site.  We are very proud to have earned these accolades, and we look forward to continuing to build our legacy of success through more successful collaborations. Interested in hearing more about our previous work or have a project that you need a hand on?  We’d love to help!

Hop Skip makes Clutch.co list as top marketing and advertising agency

At Hop Skip Marketing we’re not just a digital marketing agency, we’re a marketing consultant team. The difference might be subtle, but our approach is successful enough to have landed us top spot on the Clutch.co list for marketing and advertising agencies.

      Want more leads? Try sales and marketing alignment  To be successful in business, you must understand the buyers’ journey—that is, the steps a potential customer takes from awareness of your product or service through to eventual purchase. Typically, the marketing team is responsible for generating leads and the sales team for turning these leads into clients. Using this model, the teams work on separate tasks at different times. Key to this, though, is that the sales and marketing teams collaborate. Take a look at how these two departments should work together to ensure on-going success.   The marketing-sales funnel     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


     The easiest way to map your buyer's journey is by plotting it along  the marketing-and-sales funnel . If you follow our blog you'll know this funnel is fundamental to B2B marketing. Each step to eventual purchase is represented as a layer of the funnel. Generally speaking, marketing is responsible for the early steps—the lead generation and nurturing—and sales takes the lead role in converting the lead to a deal. Let's look at the six steps in the funnel and how alignment between departments tends to happen during each.   Awareness: How to raise awareness of your business   Marketers use advertising, PR campaigns, social media and other tactics to make people aware of the company and its products/services, and once aware, keep it top of mind.   Alignment is collaborating on the buyer targeting for the campaigns, and keeping the sales team informed of the campaign activity. For small and mid-sized B2Bs this can happen during a standing monthly meeting.   Interest: How to nurture relationship so that people might buy from you in future   Leads that show interest need good information to learn more. It's the marketers' job to provide this, and typically it happens through a nurture process. This is where a drip (aka automated) campaign can be very useful. At this stage, marketing is developing a relationship with the potential buyer.  Alignment at this stage is working with the sales team (or at least informing them about) the development of educational content and the touch points, including lead capture (getting someone's name and email so you can stay in touch).   Consideration: How to interact with potential buyers as they research the best solution   The potential buyer is actively considering making a purchase. At this stage, the lead is usually thought of as a sales-qualified lead and the sales team takes on the responsibility of nurturing the relationship.  Alignment is ensuring a smooth hand-off and marketing supporting the sales team with ongoing touch points, events or collateral.   Intent: What marketing and sales can do when it’s clear a purchase is imminent   Marketing and sales are looking for signs that a purchase may happen. The buyer is still conducting research, so providing content is key here, as is communicating reasons to buy from you.   Alignment is typically communication about the content being provided, ensuring both departments are using the same key messages about the company and product/service strength.    Evaluation: How to help close the deal when buyers are down to the final decision   The potential buyer evaluates the product, price, and offer. This is the final stage before making a purchase and there could be a few decision makers reviewing the information.   Now the sales team is likely taking the lead, but alignment ensures both teams use the same messaging, collaborate on content and collateral, and everyone knows what touch points are happening when (should marketing send that person a mass email, or leave them to personal touchpoints by a sales person, for example).    Purchase: What communication needs to happen when the deal is closed   The result—a sale! The sales team gets the customer across the line, but marketing may be supporting with a welcome package or other new customer information.   The teams align by communicating anticipated and recent deals, and continued joint communication to that person.    Steps toward alignment   When marketing and sales are aligned, the conversion happens more easily because both departments are making a joint effort, and sales can have more meaningful, impactful conversations because they are equipped with better information and tools. Also, there is more transparency surrounding lead and deal tracking so the team is able to be more effective in the future.   Getting your sales and marketing departments aligned requires its own strategy. Consider these best practices.   1. Create top-down involvement   It’s crucial that your alignment goals come from the teams themselves, and possibly with some of the executive team. It may also be worthwhile to hire an intermediary to bridge the two departments.   2. Foster collaboration and document processes   Traditionally kept separate, your sales and marketing departments need to learn to work in an open, transparent, and collaborative environment. Document your hand-off process from marketing to sales. Anticipate sending leads back up the funnel to marketing and document the process.    3. Define leads and focus on quality   It might seem obvious but both departments need to be on the same page. Go back to basics. Standardize jargon. What exactly is a lead? A market qualified lead? A sales-qualified lead? Some see sales as a numbers game, more concerned with quantity over quality leads. But when departments are aligned, marketing can hand off leads to sales along with a deep profile about their needs that helps get the purchase result.    4. Rethink ROI   Once the funnel numbers are being tracked the teams can improve the rates of conversion from stage to stage. It's a great starting point to tracking marketing effectiveness, which we find most companies we work with haven't ever tracked.   5. Use a CRM and leverage dashboard reporting   A busy sales and marketing team will have numerous projects moving up and down the marketing funnel at any given time. Consider using a CRM to track projects, and build a dashboard for real-time reporting. This will give you access to data about what’s working and what isn’t.   Although their work is inextricably linked, marketing and sales teams often work in silos. This is an outdated structure. And it’s a mistake because it’s better for your buyers—and your business—to have an allied, collaborative marketing and sales team. Luckily, it’s not that difficult to make the shift. At Hop Skip Marketing we do this for many of our clients and it is typically up and running well within six months. With a few tweaks, you can streamline your internal processes and be on your way to lasting marketing and sales success.

Want more leads? Try sales and marketing alignment

In B2B companies alignment between sales and marketing is a continuous process of growth, communication, and commitment that will generate high-quality leads and sales. We’ll walk you through the benefits of aligning the two departments in each of the six steps of the funnel and how to get your two teams working closer together.

      Lead generation ideas for B2B tradeshows  You may not know this, but marketers are one of the toughest buyer groups to reach. So when vendors spend thousands to have a booth at a marketing conference, they’ve got to bring their A-game.   Looking for an idea to get show attendees to your booth? We’ve got your back: here are exceptional booth experiences we saw recently at a big North American marketing conference. And best of all, these ideas are simple and inexpensive to repeat, yet they increase traffic, create buzz and result in qualified leads.   Candy store  Everyone loves giveaways especially when they speak to your sweet tooth. This clever vendor included a postcard with an empty treat bag inviting attendees to visit “Candy Lane”. At the booth you could peruse the colourful candy buffet while chatting with the vendor.      

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


     Mystery key  Sometimes it’s not the location of the booth that drives traffic but the a clever pull strategy that attracts them, like a mystery key in the attendee bag that literally makes you go out of your way to find out what the key is for. Here’s how it worked: in our  conference bag we found a key with a note attached. The note directed us to a tiny, simple booth at the back of the hall where we inserted our key in hopes that it would open the box. If it did, we could take one of the juicy prizes inside, like an apple watch or tablet.   Of all the small booths, this one definitely saw more traffic because this activity piqued people’s curiosity. Our keys didn’t work, but Liz was there when an attendee’s key opened the box. She literally jumped up and down screaming. How’s that for drawing attention to your booth?! Plus, the vendor rang the bell so everyone in the hall knew there was a winner, then they took pics with her and posted them to the conference app and their social media. Well played, right?!     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


     Hashtag photos  Everyone who posted a photo on social and used the conference hashtag had a shared destination: Lustre’s booth. The Lustre sales people printed off the photo  (with their branding and the conference name at the bottom) and attendees could take their photos home. Months later, Liz still has her pic in her wallet. #NailedIt     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


     Interactive pixel board  Interactive elements capture people’s attention as they move through the hall. This live pixel board was a great conversation starter. The pixels move with you as you move in front of the tiny camera. Check out this outline of Liz. It isn’t the  best   rendering of her, but it caught her attention and was a conversation-starter.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


     The Ball Pit  We’ve saved our favourite for last. Those of us with kids are all too familiar with ball pits. But when it’s just for adults, it’s a lot more fun. Here’s how this one worked: attendees got a ball in their conference bag, which piqued their curiosity (what could it be for?). When they entered the vendor hall the ball dropped (sorry, we couldn’t help ourselves). Front and centre was a ball pit in the brand colours, orange and white. Attendees wrote their name and company name on the ball and threw it into the pit for a draw at 6pm that day. Those who wanted more entries could answer a short survey or take a photo of themselves inside the ball pit and share it on social. At draw time a huge crowd formed around the booth.  The biggest influencer at the conference dove into the pit to select the first winning ball. Then, the vendor drew several names and those people took home prizes like a Nintendo gaming system, Apple watch and other tech devices. This booth drew the largest crowd in the vendor hall and was undeniably the most fun. They also built a solid list through their survey.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


     Many companies question the value of attending tradeshows. But like any tactic, you don’t know if it will work until you try it. Shows are a good place to connect with clients and past clients, too. Setup one-on-ones or offer them a VIP gift for popping by the booth. Even a simple email to your list telling them you’ll be at X conference keeps you top of mind. Plus, there are follow-up opportunities to your broad list such as a show synopsis or a value-add blog like “3 takeaways from XXX show”.  Whatever you do, go with a well-thought-through plan to generate easy conversations with attendees, capture leads, qualify them, and follow-up.

Lead generation ideas for B2B tradeshows

When vendors spend thousands to have a booth at a marketing conference, they’ve got to bring their A-game. Here are the booths experiences we loved the most right now.

      How a 30-year-old manufacturer solved its market share problem  Every company wants more market share. What many struggle with is how to get it. In the face of fierce competition and other internal and external challenges, figuring out how to grow market share can feel daunting. It’s a beast of a question. What helps—a lot—is having an experienced marketing team at the table. We say this from experience.   There is no one way to gain market share. It is commonly done by innovating, improving customer experience, strengthening brand, and making acquisitions. Today we’ll shed light on how we helped a manufacturer increase its market share and enter two completely new markets resulting in bottom line growth, as well as the growth of its sales and customer service teams.  Updating a tired brand can create a high ROI   When we first started working with this B2B manufacturer, their top priority was reducing risk by diversifying their client base. They aimed to go from a few very large accounts to multiple small and mid-sized accounts. They were in a position to service new clients well, and their product was solid. The main issue was attracting leads and getting them to a point where they were ready to speak with sales.       
   
     “ 50% of leads are qualified but not yet ready to buy. ” 
   
   — Gleanster Research 
 
     Our marketing team had one big goal: to resonate with and convert new buyers. We also had one big problem: the main reasons to buy from this company were their innovative solutions and top-quality service, but these were not reflected in their dated brand and vanilla website copy. It’s hard to claim you are innovative and committed to quality when you look like a relic from bygone era. And potential buyers look for a certain amount of product information before they are willing to speak with sales. The company needed a virtual rebirth to achieve their goals.  Over six months, we completed a comprehensive rebrand, including a new logo, tagline, photography, messaging and website. We carefully crafted the website to provide detailed product information potential buyers were looking for, and communicate the company’s strengths so that buyers were able to understand the benefits of working with this manufacturer over the others. We also produced a video and created basic sales collateral, to further help educate buyers and assist the sales process.  The change was drastic. And the industry and buyers took notice. Their website traffic grew from 1300 website visitors in 2013/14 to 14,400 visitors over the same 12-month period in 2015/16.  By fall 2017, two years into working with us, the company had to increase the sales team’s headcount to respond to the requests for quotes and manage the additional jobs. The customer service team also expanded. The company, which had long prospered thanks to a few large clients had now acquired dozens of small- and mid-sized accounts within the same industry. We were growing market share!  Bottom line growth by entering a new market   With our first big goal achieved, it was time to set new marketing and sales goals. We agreed to expand into the craft beer and distilling industries, which were booming and a great match with their fortes.   The launch involved two large initiatives: tradeshows and direct mail. We also wrote monthly articles, daily social media posts and ran Google Ads. These all fit neatly into a trademarked umbrella campaign we called Own the Shelf. (Search the #owntheshelf hashtag to see the social media rollout!)  This campaign further increased the website traffic and earned the company some headlines, too. As for bottom line growth, the direct mail campaign was a major contributor. The mailer was sent to decision makers of 70 Canadian distillers. A whopping 68% of them engaged in the campaign, and 7% converted into net new customers.  Our multi-faceted multi-year marketing work yielded excellent results for this B2B company. The website doesn’t just look and sound (way) better—it has become a lead-to-conversion machine. Today, a whopping 40% of web leads convert to clients. And we’re continuing to bring in new clients, in old markets and new.  Don’t shy away from a goal of increasing market share. It is complicated and won’t happen overnight, but equipped with a strategy, tactical plan and experienced marketing team, it is definitely do-able.

How a 30-year-old manufacturer solved its market share problem

One of the most talked about challenges today in business is gaining market share. We shed some light on how we helped a manufacturer increase its existing market share and enter two completely new markets— resulting in bottom line growth, as well as the growth of their sales and customer service teams.

      Hop Skip Marketing named leading agency on Clutch.co  Clutch.co, an on-line data driven field guide for B2B buying and hiring decisions, recently named Hop Skip Marketing one of the leading  digital marketing agencies in Canada . It’s always great to have our work recognized, but this is an extra-special acknowledgment. Clutch arrives at its rankings through in-depth research of a company’s website, portfolio, case studies, and awards—and most importantly, it conducts client interviews. This means our clients’ feedback is directly responsible for our success on the Clutch list.  So just how did we manage our success on Clutch? There was a clue—even for us—when we looked over our clients’ responses. Consider this feedback from the president of Backbone Technology: “They provide good results, and we have a good working relationship. They understand our business well, which can’t be said of all marketing firms. They’re responsible and professional, accomplishing all of the work given to them. They keep us up to standard and ensure our software and tools are working properly.”  Though we’re listed under “digital marketing agencies,” at Hop Skip we consider ourselves to be a marketing consultant agency. The most pronounced difference is that we act as your company’s marketing department. That means we're in your office weekly to look after your entire marketing strategy and implementation, just like an in-house marketing department would. It's a model that offers companies like Backbone Technology the best of both worlds: the scalability of outsourced marketing, with the deeper relationship and familiarity of in-house staff.  Of course, it’s all just semantics unless you can prove results. Look at what the sales manager at iCapital had to say to Clutch: “Hop Skip's efforts have almost doubled our sales each year and set a record last year. The website they built has become one of our greatest tools; we receive lots of applications through the site and clients are actively enjoying its features.”  You can see these and all our reviews, as well as our 5-star ratings on  our Clutch profile . And while you’re at it, surf over to Clutch sister site The Manifest, where we’re listed as one of their  top digital marketing agencies in the world .  These accolades are awesome, but more importantly, they set us up for success in our growth goal. Next up, we’re looking to be the go-to marketing solution for B2B companies in Toronto, GTA West, and the Halton/Hamilton region.   

Hop Skip Marketing named leading agency on Clutch.co

Clutch.co recently named Hop Skip Marketing one of the leading digital marketing agencies in Canada. It’s always nice to have our work recognized, but this is an extra-special acknowledgment.

      Why you should refresh your marketing annually  For better or worse, the business world changes constantly. Your company goals shift from year to year. And your marketing strategy should change along with them. The same plan of attack just won’t work year-over-year, because every year you’re marketing a different version of your company to a different version of the marketplace.  In fact, since a good marketing strategy is specific, this is  even more true  if last year’s marketing was excellent. The specificity that gave it power won’t apply anymore. You’ll have new growth goals to attain. And maybe a new product, or initiative to launch, too.  So, what do you need to remember when you’re refocusing your marketing?   Keep track of the state of marketing today, both in form and function    In the past, the methods of B2B marketing were completely different, because people chose their suppliers differently. Consumers gathered information primarily from brochures and trade shows. Their sales relationships started earlier, and they were more loyal to the brands they selected.  Potential buyers don’t speak with sales until they’ve done their online research. So you have to provide the lots of information up front. This has made more intentional, active marketing a necessity. Gone are the days when marketing was a cost centre; today it’s a revenue centre.  Customer relationships are affected by marketing, too. Customers are more fickle when it comes to brand loyalty.  Simultaneously, there are changes in what buyers expect aesthetically and function-wise on your website. Perhaps we need to count the life of a website in dog years! If your site is more than 5 years old, it isn’t impressing anyone. If you are claiming to be innovative and your site is old ... well, as Donny Brasco says fuhgeddaboudit.     These changes don’t happen instantly—they’re composed of micro-trends that come and go. Faster than you can say fugazi, buyer expectations, new competitor tactics, and linguistic tics sweep the market and then disappear. Keeping abreast of these developments can be the difference between your brand dominating, and your brand falling to the back of the pack.   Responding to environmental shifts and positioning against competitors   Different market conditions can call for completely different approaches to selling the same product.  Let’s say you’re selling video conferencing equipment, and you’re advertising at a time when the economy is booming. Given the economic abundance, it might be the time to sell your equipment as a prestige good. Focus on the lustrous quality of your images, your comprehensive feature set, and so on.  But then, the market takes a downturn. Even prosperous companies are tightening their budgets. What do you do then? Focus on the budgetary advantages of your product. Talk about how it facilitates more efficient meetings, which will save companies money. Share statistics about its reliability, making it clear that you’re offering a sound investment.  And this is just one example of the kinds of change that you need to navigate. New innovations, political shifts, and regulatory changes can all be a big deal. For example, in our past work with Canada Cartage part of our marketing strategy and plan focused on attracting and retaining drivers because of the shortage of truck drivers in Canada.  Accounting software company Auvenir, which we built a strategy for in 2017, needed to covey its know-how in machine learning and AI in order to prove it is the most innovative, progressive brand in its saturated category.  This brings us to the fact that you’ll have to plan around competitors, too. Obviously, you’re better at some things than they are, but your customers don’t know that—unless you communicate these differences. Every single company we’ve worked with has needed to better articulate how it stands apart from the competition.  This involves studying your competitors—knowing about their brand, messaging,  marketing tactics, and more, so that you can actively differentiate from them, and achieve your goals.   Alignment and goal setting are crucial to ensuring your marketing pays off    But hey, what are those goals again? Surprisingly, some companies ignore this question. The reality is most companies we work with don’t have the expertise or bandwidth to develop a marketing strategy and plan. So any marketing they are doing is off the cuff.  Marketing should always align with goals, priorities and what departments like sales and customer service are doing. Marketing is a function that supports most functions in the business: product innovation, regulatory compliance, sales, customer service. Even the front desk staff.  At Hop Skip Marketing, we insist on refreshing the marketing strategy, tactics and budget annually. And every year we update the key performance indicators (KPIs) for marketing too. These goals are SMART: specific, measurable, attainable, realistic, and time-bound. For more on this,  read this blog we wrote  about how to set relevant and SMART goals every time.   The Upshot   It might seem like a chore to revisit your marketing plans on an annual basis. But it’s the only way to avoid wasting money and falling behind competitors.  Refreshing your marketing every year is how you maintain your brand’s relevance and success in a fast-changing world. Ultimately, it’s the way into your customers’ hearts—and, of course, their wallets.

Why you should refresh your marketing annually

For better or worse, the business world changes constantly. Your company goals shift from year to year. And your marketing strategy should change along with them. The same plan of attack just won’t work year-over-year, because every year you’re marketing a different version of your company to a different version of the marketplace.

      The benefits of outsourcing your marketing  As recently as a decade ago, only a few services were likely to be outsourced. Indeed, the very word—outsourcing—was sure to evoke enormous impersonal call centres. Suffice it to say, things have changed. Due in no small part to the advent and improvement of internet tech, the popularity and diversity of outsourced services has grown. According to  data recently published by Statista , in 2010, the global market of outsourced services represented just over 45 billion U.S. dollars; seven years later, it has nearly doubled, amounting to $89.9 billion.  Now that outsourcing has become a viable option for IT, finance, and sales services, it’s worth asking whether your marketing should be done in or out-of-house. The  website Entrepreneur  lists content marketing as one of five tasks for small businesses to outsource. Hop Skip takes this a step further. We believe that no matter the size of your shop or the services required, you can benefit from outsourcing your marketing. Here’s why.   Benefit #1: More time to run your business   We often see marketing sitting with the company admin person or (following off) the desk of the VP of sales and marketing. VPs cobble it together as time allows (which it usually doesn’t). Admins, on the other hand, have time and interest, but lack the strategic insight to get tangible results.  In  a report  on content marketing based on feedback from 600 respondents, 51% listed finding the time to produce quality content as a challenge, and you can add to that the time necessary to strategize and plan, build budgets, execute, and report. Let’s look at an example. For every client at Hop Skip, we build an updated marketing strategy annually. This work is necessary for an informed and effective strategy, and has to be done prior to writing articles, creating sales collateral or posting to social media. Marketing is not a side-project, and successful marketing takes time.  When it comes to marketing staff, outsourcing is obviously not the only solution. Your business might hire an in-house marketer. This brings us to the second benefit.   Benefit #2: Cost-effectiveness    If you’re thinking of making a hire, your first choice is probably a mid-level or senior marketer. This will cost you, not only in salaries, but also in recruitment and interviewing, benefits, and signing bonuses. On the other hand, cutting costs by hiring a junior marketer will necessitate training, daily directions (i.e. strategic and tactical know-how by their manager) and oversight. And they may well move on in a year or two, taking your investment with them. Salary-wise, in Ontario a mid-level marketer as a small company will be paid between $50K and $70K, plus benefits, whereas a junior hire will range from $35K to $50K, plus benefits.  It’s for these reasons that hiring a fractional marketing department becomes even more attractive. An outsourced team is scalable, doesn’t need direction or oversight (it’s our job to report to you) and generally costs the same as a junior-hire.   Benefit #3: As-needed expertise    An internal marketing team may well be expert in your industry, products, or services, but are they up-to-date with the latest trends? Do they come with breadth of experience and lessons learned from other sectors?  When you outsource your marketing, you’re gaining access to a team that has worked for multiple clients across sectors—and they have knowledge of best practices, industry trends, and proven results to show for it. When you outsource your marketing, this means that there’s no oversight required from you, and you will always be kept up-to-date through frequent reporting including data on return on investment (ROI) derived from your key performance indicators (KPI) and focused on business growth.  A solid, actionable marketing strategy is integral to the health of your business. If you are looking for cost-effective ways to engage top experts who can take your marketing plan from concept to completion and save you time in the process, outsourced marketing may be the right option for you and your business.   

The benefits of outsourcing your marketing

We believe that no matter the size of your shop or the services required, you can benefit from outsourcing your marketing. Here’s why.

      Ready or not, GDPR has come; here’s what Canadian B2B business owners need to know  As a Canadian business owner who depends on B2B interactions, you probably remember the commotion surrounding  Canada’s Anti-Spam Legislation (CASL)  coming into effect in 2014. Those four letters had many B2B businesses in a frenzy as they tried to understand the rules and update their communication consent practices.  Just when you thought you were in the clear, you have four new letters to worry about. You’ve likely heard received several emails from other companies about GDPR compliance in the last month or so. But do you have you considered the impact it could have on your business? Are you in compliance?  The General Data Protection Regulation (GDPR) represents a huge shift in the way businesses are required to handle customers’ data. It came into effect May 25, 2018. And, unfortunately, doing nothing is not an option. If your business isn’t compliant with the new regulations, you could face serious consequences, such as a fine of up to $20 million Euros or four per cent of your annual global turnover.   How does GDPR compare with CASL?   This European legislation was designed to harmonize data protection laws across the European Union (EU). It wasn’t intentionally designed to make a business owner’s job more difficult. Instead, it was created to enhance consumers’ rights regarding their personal data. Here’s how it compares to CASL:     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


        How do I ensure my business is obtaining proper consent?   Under GDPR, it’s not enough to just claim that individuals have given you their permission to be contacted and/or collect their information. Instead, you must prove it. This involves keeping a detailed record of the following:    Who consented? What is their full name, company name and job title?    When they provided consent? Record the day and time.    What information was provided by your company? This should include a copy of your data-collection form, as well as your privacy policy.    How did they provide consent? Be sure to retain a date- and time-stamped copy of your data-collection form.    In addition, should a person request that their personal information be deleted from your database, it’s imperative that you keep a record of this request along with its completion date.   How do I create a compliant opt-in process?   Under GDPR, you need to present information clearly to individuals when inviting them to opt in and give you their consent to be contacted or have their data collected. Here are a few tips to remember when writing copy for your opt-in web pages and documents.    Use simple language.    Avoid technical words or jargon.    Write concise statements without ambiguity.    Under these new regulations, people will no longer be overwhelmed with unwanted communications materials. Instead, they’ll receive only the content they opted in to receive. This puts greater control in the hands of consumers, and confirms that every interaction with your business is a desired one.  For more information on GDPR, and to view the legislation in full, visit the  EU GDPR Information Portal

Ready or not, GDPR has come; here’s what Canadian B2B business owners need to know

Just when you thought you were in the clear, you have four new letters to worry about. You’ve likely heard received several emails from other companies about GDPR compliance in the last month or so. But do you have you considered the impact it could have on your business?

      Is your website's performance holding you back?  Enhancing the performance of your website can have a direct impact on your traffic, leads and revenue. If your site isn’t “performing” well, it's probably negatively impacting user experience, customer adoption, brand perception, search engine ranking and lead conversion.  Many organizations (even experienced marketers) ignore performance because it feels too technical. This is a costly mistake. If your site takes more than three seconds to load, for example, you’ll lose 40% of your visitors, says  KISSmetrics .  To help you out, we've put together this simple, short SEO cheat sheet to help you gain a better understanding of what makes a site perform well. Read through them, then run your website through our favourite SEO analysis tools to see your your site rates and what, if anything, needs to be fixed.   Demystifying common SEO terms   SEO whaaat? Fear not! Here are some of the most common terms you should know, explained in plain English:   Page requests  You page will slow down with every HTTP request your website makes. You can combine files to reduce the number of requests. This will optimize your page load time, and ultimately improve your user experience, bounce rate and more.   Page speed  The best websites load within three seconds. Slow loading times can lead to reduced visitors, sales and revenue. The biggest factor that contributes to speed is your page size. Again, aim to keep all page files less than 3 MB.   Browser caching  This speeds up your website by storing repeatedly used content in local memory. Enabling browser caching allows you to temporarily store data on a user’s device so they don’t have to wait for it to reload every time they visit.   Page redirects  In simplest terms, a 301 redirect can be compared to the mail forwarding service offered by your local post office. Unfortunately, online, these add an additional loading cycle to your website, and increase the time it takes to display your page.   Compression  If your images, JavaScript and CSS are properly compressed, your website will run much quicker. Here, there’s no magic number, all page elements considered, just aim to keep your page sizes as low as possible.   Render blocking  This means removing or deferring JavaScript and CSS that interfere with loading your above-the-fold content.   How to tell how well your site is performing   You might think you have great SEO, but the only way to know for sure is to use site analysis tools. We think these three are some of the best free website analysis tools out there:   Google Sandbox and Penalty Checker  i.e. are you in the dog house with Google? This tool gives more of a sniff test than anything. If you get a "possible penalty" you'll know to dig deeper.  > Try the Sandbox tool    Moz's Open Site Explorer  Your site's "domain authority" is an important factor in how well you rank for particular keywords. This tracks your site's link profile. You'll see that each site that links in to you have a domain authority and spam score.    Google Search Console Search Analysis  Analyze your performance on Google Search by seeing what people are typing into Google and what is making people click through to your site. You can event filter and compare your results to better understand your user's search patterns.      This blog is a DIY starter kit for improving your SEO. Between understanding the most common SEO terminology and using tools to diagnose where your site is strong and where it's weak, you'll get clarity on what you need to focus on for the next several months. Start by fixing glaring problems (i.e. if you've been "sandboxed" or if your site speed is slow), then dig in to generate incremental improvements that will pull up your ranking. SEO is a marathon, not a sprint, so take it one step at a time and you'll get there!

Is your website's performance holding you back?

This blog is a DIY starter kit for improving your SEO. We demystify the most common SEO terminology and give you our favourite free tools so you can see where your site is strong, and where it's weak.

      The truth about mobile-friendly websites in B2B  In our work with mature small B2Bs we sometimes find ourselves debunking myths about the role of mobile in lead generation. We also hear horror stories about attempts to build mobile-friendly sites that went terribly wrong. If you are a B2B, here are some important truths and nuances about mobile.   Myth: lead generation doesn't happen on mobile   Forget investing in a comprehensive mobile strategy, some B2Bs strongly believe having even a mobile-friendly website isn't important for their business.   Could they be right?   The answer is best found in their website data. For our clients, visitors viewing the website on a mobile device ranges between 10% and 40% of their total traffic. Across the board, this traffic source has consistently grown over the past few years, and we can confidently predict traffic from mobile will continue to grow as a percentage of overall traffic. But even considering the low end, 10% of visitors is too large a number to ignore when you calculate how much goes into attracting these visitors in the first place.  Some people have expressed to us that people coming to their site through mobile aren't "real" buyers. But the stats say otherwise: not only are people doing their work at all times of day and night, they are also using their phone to conduct their buying research.      

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


     In 2015, Google reported that 49% of B2B buyers who are using their mobile devices to do product research are actually doing so while at work. What's more, if you increase your marketing activity, this number is likely to lift.   One of our clients has gone from 10% of traffic coming in via mobile in 2012 to 42% in 2016 as a result of publishing more content, being more active social media and running more digital ads. And, of course, we have to account for the change in buyer behaviour that everyone is seeing as being a factor too.  At Hop Skip, we build mobile-friendly sites for all of our clients, no matter how big or small they are. If you are not well versed in website development, you may not know the difference between a mobile website and a responsive website. This nuance was the downfall of a B2B owner we spoken with a few weeks ago. He hired a web designer to create a mobile site as part of his website refresh, when what he wanted was a responsive site.    What is the difference between a responsive website and a mobile website?    A responsive site  is a website that's coded to  adapt  to the viewer's screen size (desktop, tablet, and mobiles of all sizes). Most, if not all, of the site content and functionality are available to the mobile visitor.   A mobile website  is a distinct copy of your website that is slimmed down for mobile users. When someone looks at your site using a mobile device, the server will show them the mobile website rather than the desktop version.  Mobile sites are becoming a thing of the past because responsive sites are more user friendly for visitors and administrators. Also, having a responsive site increases the likelihood that your site will be included in search results when someone is Googling on their mobile device because search engines are rewarding companies that have responsive sites.    Responsive sites are a must-have for selling in B2B. If your current site isn’t responsive, it’s time to change that so that you don’t miss out on leads or opportunities to engage customers and re-engage past customers. When working with a website designer, be clear about what you want, and make sure your designer is following  the latest mobile-friendly site recommendations  released by Google.  

The truth about mobile-friendly websites in B2B

The facts don't lie: B2Bs need to pay attention to their mobile traffic. Here are some of the latest stats and terminology you need to know.

      2 website security basics every B2B should know  Website security breeches are on the rise in Canada. Thirty-three of 125 Canadian companies who took a recent Malwarebytes survey had paid ransoms ranging between $1,000 and $50,000 to have the cyber attackers release their data; 11 of them temporarily closed down to cope with the breech.  Regardless of whether you store data such as customer contact info and credit card information, you should be doing everything in your power to secure your site because downtime while you try take back control of your site, and fix the mess the hacker may have made, is costly.  Here are two easy ways you can enhance security of your website:  Get an "SSL" certificate for your website’s URL  A cheap and easy way to add a level of security is to buy a Secure Sockets Layer (SSL) certificate for your website domain. An SSL helps protect your website from attacks, and lets your visitors know your content is reliable and secure. Here's how it works: when you add an SSL to your website, a user’s connection to it will be encrypted, which prevents hackers from intercepting any data.  It's possible you already have an SSL; here's how to tell: rather than your website address beginning with http:// it will begin with https:// and you will see a padlock icon in the URL bar.   And some good news: an SSL is easy and cheap to set up. Contact the company you buy your domain (URL) from and they'll have pricing and setup instructions. To give you an idea of the price to expect, Go Daddy currently offers an SSL for under $100 per year.    Choose your CMS carefully  Security is a huge pro for building your site on a closed-source platform such as Squarespace or Shopify. These platforms have professionals responsible for keeping the system safe. Plus, they are liable if a security breech happens. If you build on open source platform like WordPress then security is your responsibility to setup and maintain.   You likely already have a site, so if it is built on open source, you'll want to ensure you are protected by working with a professional who understands security. They will likely keep a close eye on your login page, PHP code, temporary files, plug-ins and old web applications (all the places hackers usually find their way in).     This is just the tip of the iceberg when it comes to web security, but get an SSL and do your best to secure your CMS, and you'll be well ahead of many other B2B companies. Once you have taken care of these two steps you'll be ready for more advanced security measures.

2 website security basics every B2B should know

Two ways you can enhance the security on your website. And some compelling reasons to do so.

      4 website best practices that boost organic search traffic  If your website is easy to discover, and easy for search engines to index, you’ll get better traffic than a competitor whose site is not. This type of web traffic is called "organic" because people are finding you naturally by typing their keywords into Google (or Bing or Explorer) and responding to the search results that pop up.  If you want to  rank first on Google  and make it easier for potential buyers to find your website, make sure you are following all four of these simple best practices:   1 \ Write strong page titles  Page titles should be no longer than 50 - 60 characters, without repeating keywords. Be descriptive and intentional with the words you use. This is what people will see in their Google results and will make or break whether they come to your site. Page titles also impact your search ranking.   2 \ Craft smart meta descriptions  This is the line of information that displays beneath the link in a search result. It describes the contents of your page, should be no longer than 155 characters and should be topical. A well-written meta description might earn you a better click-through rate (CTR), which in time  might  translate into an increase in your search rank.      

  

    

       

         

           
               
             

             
             

           

         

        
         
           

            

            
                This screen capture illustrates how page titles and meta descriptions are displayed on a search engine. The blue text is the page title, the black test is the meta description.    
            

            

           
         
        

       

    

  


    

  

    

       

         

           
               
             

             
             

           

         

        
         
           

            

            
                By contrast, here is a company that has entered the page title, but no meta data. In place of he meta description is "No information ... "    
            

            

           
         
        

       

    

  


      3 \ Be intentional with your headlines   Headlines (versus paragraph copy) distinguishes headings from page content. This helps search engines to know what your webpage is about (and thereby serve it to people when they are searching for that material). Headlines also help visitors to scan and find the information they're looking for.   Your website will have a few headline styles. H1 (headline one) will be the largest and most bold, whereas an H3 or H4 will be smaller. Use your H1s and H2s to explain what's on the page. Be sure they include keywords. Use H3s and H4s to introduce sub-sections, and make them descriptive rather than one or two words in order to help your page to rank.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


      4 \ Publish frequent blog content  Finally, tick a few SEO boxes with the other content on your site. Having a blog is important for SEO (Google sees companies with lots of fresh quality content as more relevant than a stale 4-page site. Plus, it builds credibility with potential customers.   How often should you blog? Weekly would be great, but most of our clients tend toward monthly. Even quarterly is better than nothing. The more blogging you do, the more traffic you get. You'd be surprised how dramatically a blog can impact the number of people visiting (and revisiting) a website. One of our clients saw the number of visitors coming to their site skyrocket to 300% over the same 6-month period in the previous year. This was the result of publishing several articles and a white paper, and sharing them via email and social media.      Though these four best practices are simple, many organizations aren't employing them. If you and your competitors are among this group of laggards, it won't be hard for you to pull ahead. Start with the simple stuff: spend a couple hours in the back-end of your website and fix your page titles and meta descriptions. Next edit your headlines. Finally, address your blog content. Don't have one? There's no time like the present!

4 website best practices that boost organic search traffic

If you aspire to ranking first on Google, and want to make it easier for buyers to find your website, are are four simple best practices you'll want to follow.

      3 tools to evaluate your website  Trying to generate more qualified leads?  Need to improve your lead conversion rate?  Want to increase awareness of your business?  Your website is key to all of these. It has to look good, but there's more to it than this. A lot of information is hidden in the backend of your site. At Hop Skip Marketing, one of the first things we do for clients is run tests on their website to see what, if anything, needs to be fixed. These tests tell us how the site performs overall, is it "Google friendly" (aka search engine optimization, or SEO), does it look good on a smartphone? Today we're sharing some our favourite free website audit tools so that you can ensure your website is doing its job.  3 free tools to audit your website   Website Grader  This is one of our go-to tools. All you have to do is submit your website address and email and you'll get a robust report and grade. Expect key metrics like page load speed, mobile friendliness and security.      

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


      Nibbler  Another excellent tool, Nibbler provides you with a report on several key metrics including accessibility, SEO, social media and technology. It gives you an at-a-glance grade out of 10 so you can prioritize your fix-it list.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


      WooRank  WooRank is a fast, easy-to-use SEO audit and digital marketing tool. They look at your site through Google’s eyes and generate an instant audit of your site’s technical, on-page and off-page SEO.     

  

    
       
      
         
          
             
                  
             
          

          

         
      
       
    

  


        Any one of these free tools will give you insight you can't otherwise ascertain. Pick one tool, or try a couple and compare the results. Once you've pinpointed what isn't working well, you can prioritize the repairs and hand the tasks to your website designer to address. Don't be daunted— often minor changes are all that's needed to turn around a failing website grade. Run this test once a year to keep your website running like a well-oiled (marketing) machine. 

3 tools to evaluate your website

Is your website doing as good a job as it can to generate leads? Here are practical tips and free tools for evaluating and improving your site.