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      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.

      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.

      Enhance your brand with earned influence  What is earned influence, and how does it relate to public relations? The concept was recently discussed by PR Council Chair Chris Graves on PRcouncil.net:  "If we dive deep into the core of what public relations can be, at its most meaningful and most competent, it is a powerful differentiator from advertising and other marketing disciplines. Because at our essence, we understand the art and science of building relationships. When successful, those relationships allow us to engage others with purpose and respect, to share, educate, inform and entertain. Through these relationships, we earn the right to try to join conversations and maybe even change minds. We earn that right to influence others. Call it earned influence."  But how can you use the concept of earned influence to enhance your brand? It's all about genuine relationship-building. Here are five factors that help you create valuable audience engagement in today's crowded digital marketplace.  1. Locate your audience  Once you've determined who you're trying to reach (your target audience), it's time to find out where they are. Which online or social platforms are they using to communicate? Researching your audience's demographics and socio-graphics can provide insight into the digital spheres where they gather.  Knowing your audience's preferred method of communication means you can tailor content specifically for that platform, instead of taking a blanket approach and trying to haphazardly cover it all. Keep in mind quality versus quantity; top-notch content where it needs to be, versus generic, duplicate content across every platform.   2. Produce content that's valuable  Your audience will be more likely to engage with you (and, in turn, create earned influence) if you have information they're looking for. Ask yourself: Am I answering their questions? Am I providing added insight to their interests? Do your research to find out what information gaps are out there, then fill them with unique, meaningful content.   3. Determine the best timing  Once you've determined the type of content you will deliver, and where, consider how to stay up to date. If you know what time frames, holidays or events drive your user engagement, take advantage of this insight to provide timely content. Maintaining your brand's voice online is a much more onerous task than posting updates to your personal Facebook page. Invest effort in ensuring your corporate content provides intelligent insight and accuracy. Commit time to the task and results will follow.  4. Be consistent  Now that you've put in the work to engage and influence your audience(s), keep it up. The way to maintain a loyal following is through consistent content that continues to be unique and meaningful. Be sure to monitor your engagement stats so you can gauge when your interaction rates are at their highest. Then, follow through on providing content around these times. A content calendar can help you to plan your content and posting schedule, as well as track your engagement metrics.  5. Converse with your audience  With great content comes great engagement, but are you responding to it? Online communication is a two-way street, and the best way to earn your influence is to engage with your audience to create a meaningful relationship. Just as often as you curate your own content, you should be listening and responding to your audience's conversations. As you review and engage, you'll be able to gain raw feedback, something you can't garner from other forms of communication (think: print ads, billboards, newsletters). Be social, and keep the conversation flowing.   Incorporating these five factors together, you'll be putting considerable effort into relationship-building with your audience, and earning a true influence. And, as you keep up your efforts, you'll be able to earn trust and create brand advocates for your business.   

Enhance your brand with earned influence

What is earned media, and how can you use it to improve your brand? Discover five elements to successful PR here.