May 31 2019
We sat down with Jordania Nelson, Divining Points’ Digital Marketing Specialist and master of all things related to PR, social media and content. She shared a few tips for business owners and let us know what she loves most about working in Austin.
You’ve been in marketing for awhile now. Tell us what led you down this career path.
Originally, I went to school to be a reporter and ultimately wanted to be a news anchor. I was working in the newsroom, and honestly I hated it. I was hired on as a reporter and was also on the assignment desk at the same time. I was getting a lot of press releases, so I had the chance to see both sides of it. I decided to focus on public relations and graduated with a Public Relations and Advertising degree.
So this was a better fit for you?
I feel like going into PR and digital marketing was a better direction for me, and they were very much the same in many ways.
How has your experience prepared you for what you’re doing at Divining Point today?
We manage public relations and write press releases for our clients, so having that background helped me with copywriting and content. Essentially, selling an idea.
So you understand what is newsworthy, and from the perspective of a marketer you’re able to translate that into what you’re doing for clients today?
What do you see happening in digital marketing these days that excites you the most?
The only constant in Marketing is change. Anticipating those changes at all times, diving into new trends in marketing, and researching new things every day. That’s exciting to me.
Do you see anything happening that is important for business owners to know today?
Organic is diminishing, and it’s mostly all paid reach today. When I first started marketing you could still get quite a bit of reach with organic. Now there’s so much clutter, it’s not as powerful as it used to be.
How is that helpful for businesses in today’s market?
I think it’s important for clients to know that social media is branding, and yes, you’re going to get organic traffic from it, but ultimately you need to pay to see real results. It’s just not the same these days without a budget behind it.
What’s one of the biggest mistakes you see businesses making with regard to their marketing?
Assuming that they’re going to get results right away. Sometimes businesses make the mistake of putting money in, not seeing immediate results, then cutting budget right away. It’s not a week’s process. It’s not even a month’s process. It takes six months to a year to see growth. My advice is to manage your expectations and be patient.
Let’s pivot to over to something more personal… You’re a bit of a travel nut, and you’ve had the chance to roam around the US a bit. Having lived in other cities, what do you enjoy most about working in Austin?
The first thing that comes to mind is the food! We have amazing food here, and if I could have my dream job it would be to write about food all day!
Other than that, I think it’s the variety of people here in Austin. Whenever I go out the conversation usually starts with “Where are you from?”. If someone answers “Austin”, they’re a unicorn. I love the cultural mix here and learning about where everyone is from.
What advice would you give to someone who wanted to move here and maybe start a career in marketing?
Since it is such a large tech hub, I would say get as much experience as you can before coming here. It’s pretty competitive. Do your research and learn as much as possible. If employers see that you are up to date, that will go a long way to getting hired quickly.
Okay, and for any business owner who might be reading this, what are a couple tips you would give them to step up their marketing?
Definitely hire experts! Don’t think you can do it alone… and maybe you can, but you shouldn’t, because it’s so time consuming to do it right and stay focused on your business. That’s a really big one.
Need to a marketing team so you can stay focused on what matters most? Give us a call. We’re here to help.
May 27 2019
Successful businesses understand the value of a solid marketing process. They’re living proof. Without sound planning and a steady routine, businesses crash and burn. You can’t wing it forever without making irreparable mistakes.
Years of hard work and brand value are quickly erased when a company decides to eschew the fundamentals of sound marketing. What follows is a steady decline in website traffic, stagnating sales, and the abyss of negative cash flow.
An army would never rush into battle without a strategy. So why do so many businesses skip proper planning?
It’s Not So Simple
Companies are doomed to repeat mistakes when they’ve benefitted from a lucky streak. Enamored with their success, they fail to objectively analyze the true reasons for their achievement. They repeat the same steps over and over in the fruitless pursuit of the fleeting victory they once enjoyed. Lightning never strikes twice.
In other cases, business owners use “busy-ness” as an excuse to skip the hard work of marketing. It’s understandable. Everyone is busy. Especially business owners. But if you’re too busy to plan for success, you will eventually be too busy shutting down your company. There’s no justification for doing things wrong.
Businesses without a process engage in “reactive” management practices. Every decision is a last minute fire drill responding to crisis. It demoralizes your employees. It exhausts your partners. And believe it or not, your customers know.
The strongest brands are proactive. They create a strategy. They stick to a plan.
Successful Marketing Starts With A Plan
You are far more likely to succeed when you have a plan for success. This is made possible by using a marketing process. Failure to use a process equals failure to plan. Failure to plan means shooting from the hip.
The steps to the Marketing Process are:
- Define Your Mission
- Analysis & Research
- Define Your Strategy
- Set Your Marketing Mix
- Execute Your Campaigns
- Analyze & Optimize
Define Your Mission
Simply put, this step answers the questions of “What is your company’s purpose?” and “What do you need to do?”. While these seem like straightforward and enduring objectives, your mission will always be determined by a variety of factors:
- What is our brand?
- What are our values?
- What is our culture?
- What value do we offer?
- What is happening in the market?
- How stable is our company?
Analysis & Research
This tends to be the phase that companies rush or ignore.
Many business owners think they have a solid handle on their place in the market, but the fact of the matter is there is constant pressure being applied to your operation from internal and external forces. If you do not routinely assess your position and your weaknesses, you will overlook opportunities and threats that could change your standing.
There are a variety of analytical exercises to help with this phase:
There are many others, including some that are specific to your industry. Whether you frequently perform these tasks or not, an extensive amount of research should be conducted during each marketing cycle.
The market is moving. Consumer interests change. Sales volume is fluid. If you’re not looking at historical data and reviewing the world around you, you won’t be able to make smart decisions on how to proceed.
Define Your Strategy
Imaging a scene from an old war movie. Generals and admirals are standing around a map. They know their mission. They’ve assessed their ranks and their competition. Looking intently at the enemy’s position on the table, they run through hypothetical strategies and discuss each scenario objectively.
Much like the military, every business is subject to a wide range of benefits and consequences for every step they take. Defining your strategy allows you to identify your position, set marketing goals, determine your target audience and establish KPIs.
You may have used the same strategy since your company’s formation. If it still works, then so be it. However, we recommend running through the scenarios every time you reach this stage in the process. It’s quite likely the landscape will change one day, and you’ll be too far along to change course when it happens.
Set Your Marketing Mix
For business owners who are merely winging it, this is the step where they normally start their “process”. When there is no plan and no proper process, this step usually takes the form of a last minute email blast or hastily structured social media campaign with jumbled messaging and a poorly executed strategy.
Product – the product or service to be sold.
Price – how much the product or service costs
Place – the means with which to deliver the product or service
Promotion – the effort to promote the sale of the product or service
It’s during this stage that decisions are made on what tactics will be used to convey the value of the product or service. Is it an ad campaign? Is it a social media strategy? Is it supported with email? Does traditional media factor into the equation?
Many business owners understand this part of the process. They’ve probably even executed campaigns on their own. But as the fourth step in the marketing process, if they haven’t thoroughly performed the first three steps, their odds for success are limited.
Execute Your Campaigns
This phase takes up a significant amount of the time defined as “marketing”. Assets are created. Designs are produced. Messaging is written. Campaigns are structured. All of the busy work of marketing happens here.
Controlling and managing your marketing plan occurs during this phase, and it consists of multiple sub-processes that involve back and forth communication between the business owner, the marketing team, and vendors and contractors.
At Divining Point we frequently see companies who launch seemingly effective campaigns. Peaking into analytics, however, we discover there are no methods of tracking conversions. In some cases, the term “conversion” is a poorly defined conclusion. We caution companies to ensure that ROI can be tracked all the way from the bottom of the funnel up to the source that feeds it at the top.
Analyze & Optimize
For some agencies, this phase of the marketing process is a subset of the Execution phase. Divining Point breaks this out into its own step. Monitoring performance during and after a campaign is a crucial and time-consuming step that impacts the short-term success of a campaign and the overall long-term success of a company.
As stated above, if conversions and tracking are set up appropriately, a company can let the data be their guide towards optimization. Much like the scientific method, testing and analyzing is an iterative cycle that pushes a campaign towards greater success. You can efficiently change course if you know where to direct your attention.
The logical conclusion of this phase ends with reporting and further analysis. End of the Month (or End of the Quarter) meetings typically revolve around the metrics collected at the end of promotional efforts. The marketing process now starts over.
NEWS FLASH: The Plan Is Always Evolving
Using a disciplined routine to the marketing process allows your business to stay focused and ahead of the competition. At the end of each cycle, a new plan is developed based on the findings from the steps above.
Sounds complicated? It doesn’t have to be.
Once you’ve developed the marketing process and documented your work, a company can deftly roll from campaign to campaign while staying fully aware of market conditions and threats to their business. This is especially true for companies with a firm understanding of their brand, their buyers, and their value in the world.
Need to a team to build your marketing process? Give us a call. We’re here to help.
Apr 22 2019
Each April is a critical anniversary for Divining Point. This year we join the ranks of businesses who made it past the three-year mark. It’s a dubious distinction born from a grim reality. 30% of businesses fail in the first year.
Unfortunately, the numbers aren’t much better for the second, third, or fifth years. In most cases, the demise of a company is directly related to management and leadership failures that lead to poor decisions. Funny thing is…
We’re Actually 6 Years Old
Divining Point started in 2013 as a consultancy. Like many startups, we had something we wanted to share with the world. After 3 years of hustling in this gig we call marketing, we formally launched as an LLC in April of 2016. For us, that’s the birth date of our agency, even if we act a little older.
We reached the important one year mark in 2017 and shared a story about the lessons of being a nimble little shop. One year later, we felt pretty sure of ourselves and revealed a formula that seemed to work for us. A series of missteps in the summer of 2018 left us nursing our wounds and brushing dirt off our chins. Through it all, we can confidently say that staying true to our values is what keeps us in business today.
There are lessons worth learning from anyone still in operation after three years. We certainly don’t corner the market on business wisdom. Our simple goal here is to continue the tradition of sharing what we do so that others may find success.
Don’t Have All the Answers
Our clients come to us because they need a solution to a problem. Since each case is unique, we come to the table as a partner in search of the answers. In that regard, there’s no merit in being a “know it all”. Biases, assumptions, and preconceptions are completely unproductive.
At Divining Point – both internally and externally – we acknowledge we don’t have all the answers. If you’re looking for a marketing agency with “silver bullets”, we’re not your team. For starters, silver bullets don’t even work that well. Secondly, a silver bullet really only works for one problem (werewolves and monsters) and isn’t helpful for those of us in the real world.
It may be frustrating to work with a person who happily says “I don’t know” or “maybe” when asked tough questions about pernicious marketing challenges. It’s even more disappointing to put your faith in a team who fails to deliver on the promises they made during the sales phase of an engagement.
If you want to stay in business, our advice is don’t sell a bag of goods just to close a deal. There’s no quicker way to lose a precious client and earn a bad reputation. You can’t afford to do either. You’re better off taking a different approach.
In our case, we’re convinced that the best way to deliver value is to employ the scientific method to marketing. In fact, our process is broadly summarized like this:
- We ask questions.
- We do research.
- We develop a plan.
- We test the plan.
- We document performance.
- We analyze the results.
- We optimize.
Along the way we discover all the answers. In most cases we let the data tell us what works and what should change. In some cases, we depend on research, intuition and experience to guide our decisions. It’s not as quick or easy as the claims made by people with a “proven process” and “guaranteed results”. However, in the end you can rest assured that we’ll find a solution that works reliably for you.
Professionalism Is Not an Option
Austin is known as a fairly casual city. “Keep Austin Weird” is not just a catchy slogan. It’s a mantra to do things on our own terms in the spirit of individualism. As a result, it’s not uncommon to find shorts and sandals sitting at the same conference table with suits and ties. That’s quite alright with us.
Dress codes and corporate protocols are up to each business owner. What works for you could be a disaster in another industry. We recommend ignoring the universal standards of “professionalism” in all ways but one: your actions.
Acting professionally is not an option. It’s a mandate.
It’s become quite common for companies to take a lax attitude with the treatment of their clients. Some days it seems like the rules of decorum were scrapped in favor of “what’s natural”, “what feels good”, “what’s convenient” or “what’s in my best interest”.
The result is a broken dynamic of relationships that were once built on respect, trust and integrity. We’ve seen this first-hand with vendors and customers who’ve been burned too many times in the past by marketing agencies that ignored and disrespected them at every turn.
The rules of professionalism vary depending on the source. In some cases, there is an emphasis on professional attire. But as Austin illustrates, great business can occur regardless of the clothes. Professionalism is an intangible set of behaviors that looks something like this:
- Treat your customers with respect, even when they behave poorly.
- Follow through on your commitments.
- Address people properly.
- Practice quick, responsive communication.
- Avoid drama.
- Be competent.
- Practice empathy.
Even if you have a casual business model, a reputation for professionalism will always win you more fans and referrals. People want to be heard and supported. Acting like a professional will build faith in you and contribute to the long term success of your business.
DO Take No for An Answer
We take issue with the old saying “Don’t take no for an answer”. It’s an audacious way of making people yield to your will. This tired motivational phrase is especially common in sales, where inexperienced salespeople waste time and energy trying to force a “no” into a “yes”. Why even bother? There are hundreds of other customers who are ready, willing and able to move forward.
Let’s analyze what happens when you indiscriminately overcome all objections.
What if a person isn’t qualified or capable of doing what you want them to? You force them to act. They fail. They blame you. You’re left with the decision to continue supporting them or, even worse, walking away in shame.
What if you’re actually making a bad recommendation? They put their faith in you, despite their better judgment. Your plan fails. You’ve lost the trust and respect of the other person, and you’ve most likely created some costly consequences for you and them.
What if you’re forcing a deal with a difficult customer and they accept? Congratulations, you’ve got the sale. Guess what? You’re stuck with them now. You have no one to blame but yourself.
What if your plan is good but an even better one exists? You’ve lost an opportunity to demonstrate competency and deliver outstanding value to the customer. Businesses with a reputation for mediocrity don’t last long.
There are plenty of hypotheticals you can explore here, but ultimately you run the risk of jeopardizing your relationships, your business and your long-term success when you “don’t take no for an answer”.
Here’s a better alternative: be objective, be humble, and be open to the possibility that you may be wrong. Don’t be a fool. Sometimes “no” is a good thing. It may not serve your immediate goals or stroke your ego, but your needs matter less when it comes to doing great work for a good client in a healthy business relationship.
Beware of Fire Ants
Every business has to decide who they want to serve. Our advice is to be cautious of the “low value / high needs” client that doesn’t appreciate your time, your quality, or your worth. We call them “Fire Ants”.
For those of you outside of the South, fire ants (also known as the Red Imported Fire Ant) are an invasive species known for their aggression and destructiveness. They’re little. They’re unpleasant. They bite like hell. Sound familiar?
Fire Ant clients typically have a large amount of needs with very little budget. They scrutinize every single expense in an attempt to get you to lower your price. Conversely, they expect you to give them a higher level of service that doesn’t correlate with your negotiated agreement.
With Fire Ants, communication is poor, sometimes non-existent. Many of them micromanage your project or, even worse, are completely uninvolved until after you’ve performed your service – at which point they want changes. Every request is urgent. Every revision should be free. Every project turns into a spiraling cycle of scope creep that leaves you and your business in disarray.
To be fair, these clients have genuine needs. They should work with a team that can fulfill them. Fortunately, it doesn’t have to be you. The perceived opportunities associated with Fire Ants are not worth the cost and headaches they bring. The best way to avoid being bitten is to prevent them from getting close in the first place.
Don’t take offense if you’re a Fire Ant. From what we can tell, most clients don’t recognize how destructive their behaviors can be. They just want the service or product “they thought” they were going to get. Therein lies the rub. Despite the best efforts of many businesses to clearly define the terms of engagement, Fire Ant clients have unrealistic expectations and an unwillingness to accept anything less than their demands. They don’t take no for an answer.
Bigger Things To Come
On this anniversary we’re blessed to work with terrific clients throughout the United States, including Alaska. Our footprint has expanded along with our team size and service offerings. We practice all of the learning lessons we espoused in our previous blogs, and it continues to serve us well. We’re optimistic that our best days are ahead of us.
While we work with businesses of just about any size, we look for the characteristics we think will bring about success and a long-term partnership. Our clients appreciate the power of a good brand. They value quality service, and they conduct business in a way that inspires loyalty with their clients. Are you a business like that? Contact us today. We’re here to help.
Apr 15 2019
Every day Americans attempt to cram more productivity into fewer hours. It usually occurs at the expense of efficiency. What appears to be “business” on the surface is usually nothing more than “busy-ness” at its core. Neither are alike in any way.
Rather than taking a break for a much needed rest, or even getting up to stretch, most people keep pushing themselves and everyone around them to do more, more, more. We recommend taking a nap rather than overextending yourself. And while it may seem like a stretch to apply the benefits of napping to marketing performance, much can be gained from a short pause in activity.
That’s right. Napping.
Marketing performance is a difficult pursuit where the ground rules change and the goal posts move every day. To coin a phrase from Mr. Dooley, marketing ain’t bean-bag. It requires creativity, analysis, technical skills, constant maintenance, and even a fair bit of damage control.
In the end, the credit for success usually lands in someone else’s lap – for example: the party animals in the Sales Department. However, blame for failure almost always comes back to marketing.
In that regard, the fresh ideas you need to get ahead only come from fresh minds, which brings us back to napping.
It’s no secret that Divining Point employs a unique model that gives us an edge. While we’re not a certified Results Only Work Environment (ROWE), we embrace many of its standards. To us, and for your benefit, we only focus on what matters most: marketing performance. What matters least is where we are, when we do it, how we do it, or why we do it the way we do. Ultimately, your goals are met. You succeed. We succeed.
At Divining Point, we take naps. You should, too.
The Benefits of Rest
Much has been written about the relationship between sleep and achievement. It’s directly analogous to marketing performance in more ways than one.
The National Sleep Foundation offers this key benefit of napping:
“Naps can restore alertness, enhance performance, and reduce mistakes and accidents. A study at NASA on sleepy military pilots and astronauts found that a 40-minute nap improved performance by 34% and alertness 100%.”
You’re probably thinking: “Isn’t that just sleeping on the job?”
No. It’s being ready for the job.
If you consider that tiredness is a response to over activity and burnout is a complete crash, as an organism your business requires periods of quiet where you can refocus your efforts and avoid the negative effects of oversaturation.
Putting this in marketing terms:
Your marketing efforts not only deplete your company’s resources, they also strain your customers. Constantly shouting about your brand eventually turns people away. Pushing, pushing, PUSHING your buyers with the same message and the same methods forces them to run away and land in some other company’s arms.
Think of It Like Flighting
Flighting is a cyclical technique to advertise your brand. It involves running your ads, then turning them off, and then turning them back on with new value propositions.
Recent theory suggests that flighting is bad for business, but we beg to differ. For seasonal businesses (like travel or apparel brands), flighting makes complete sense. It shifts the focus to those times when sales are more likely to occur. But for other industries, flighting – or a hiatus – can be just as beneficial.
Take into consideration the negative effects of oversaturation, which is no doubt the result of continuous promotions and advertising. If you spread your marketing efforts too thinly over a longer period of time, you lose the ability to make an impact on the buyers you desire most.
If you continue to bang the drum everywhere all the time your audience will tune you out and opt out of your ads. This is the equivalent of strapping a muzzle to your face.
Similarly, if you don’t focus your efforts to target your specific buyers, and if you don’t tailor your message specifically for them, you waste money and resources on activities that will never yield an ROI.
Do You Seriously Take Naps?
Yes, we do. Our team works long hours when it makes sense. We also take naps when it makes sense. It all contributes to marketing performance.
When looking at your marketing strategy, you can’t effectively be “ON” all the time without incurring some cost – literal or otherwise.
New platforms, new techniques, new campaigns, new products, new seasons, new trends, new staff… these are the ever-shifting sands in the terrain. Staying engaged in the push is paramount. But strategic pauses are a restorative force that moves you faster and further than your worn out competition.
Don’t deceive yourself into thinking this is a wholesale termination of marketing. That’s not good. Instead this is the agile refocusing, redirecting, and restructuring of your marketing campaigns in a way that provides relief for you and for your customer.
The end result is a higher level of marketing performance.
Need a full-service team to chart your marketing strategy? Contact us today. We’re here to help.
Jan 16 2019
Capturing the attention of your audience in the midst of today’s digital clutter is a challenging feat to beat. While video marketing is a strong medium to help increase exposure, there’s no better way to stand out than with visual storytelling.
So what’s the difference?
Visual storytelling is more than leveraging video and sound. Storytelling involves the bigger picture of what you’re trying to achieve by captivating emotion and bringing your product to life. It is more than just selling with video. It involves delivering an impactful emotional experience that resonates with the viewer long after the video has been watched.
Here are 6 tips to help your visual storytelling make your business irresistible:
Create a Structured Timeline
As an elementary refresher, every story has a beginning, middle, and end. This same rule should apply to the structure of your video. Without an organized timeline, videos will feel incomplete, fruitless, and even confusing.
The beginning of your story should introduce characters and set the scene by establishing scenarios and hint at the main idea. The middle of the video should include the action being taken to solve a certain problem, while events simultaneously build off one another. Revealing the outcome and unmasking a solution is the best way to conclude your video storytelling.
While that sounds like a task for a motion picture screen writer, it’s not. Approach every storytelling project the same way you’d write a paper. Start by documenting the goal of the video, who it should speak to, and what the action should be. Continue with an outline that defines the individual steps (or scenes) in the video and define how the video should perform during each part of the composition. From there you can build out the entire piece.
Lighting and Backdrops Matter
There’s nothing worse than watching a low-quality video with distracting backgrounds. All too often, people attempt to use their mobile devices to create a video without controlling the lighting or surrounding scene. The result is an inferior video piece that fails to capture the full attention of the viewer.
If your story takes place outdoors, be sure the weather conditions are ideal; if there are high winds, dark clouds, or rain, it’s best to reschedule. If you’re shooting indoors, consider investing in lighting equipment and use the three point lighting technique. Good lighting can take your video from looking amateurish to looking clean and professional.
Also think about your backdrop before diving in. Backdrops can make or break a video, so be sure they’re not distracting or too busy. For example, if you’re interviewing someone, it’s safest to stick to a solid background with muted colors such as gray or dark blue. Don’t attempt to conduct an interview on a busy street unless you have the right sound and lighting to keep the focus on your subject.
Strategically picking your background can save you a ton of time and make all the difference in the quality of your video.
Simplicity is Best
While shooting elaborate scenes with intricate dialogue may sound ideal, communicating a singular idea with a straightforward approach can often be more effective.
Beautiful footage isn’t essential in video storytelling, especially for beginners. Focus on the product and people in your video rather than capturing irrelevant scenes. This can cause too much “noise” and distract viewers from your the problem you’re trying to solve.
Additionally, don’t fill your entire video with dialogue. Sometimes fewer words have greater power. Try selecting the most meaningful and influential sound bites that efficiently deliver your message. Clean shots, good audio and powerful music can help tell the rest of the story.
Be Human and Evoke Emotion
One of the most crucial – and perhaps the most difficult – elements to visual storytelling is inducing emotion to assist in how to portray a powerful message
Drawing out feelings of empathy will elicit feelings of trust and loyalty to your brand, so before shooting, ask yourself the following questions:
- How does your message and brand impacts real lives?
- What emotions are the customers faces with before being introduced to your product?
- What emotions do you want them to feel when they find the solution?
- How do you alter your customer’s skepticism and turn it into hopefulness and joy?
These questions will establish a baseline to your story’s itinerary and keep viewers engaged and invested. Portraying a powerful message through emotion is essential. It makes a lasting impression, as opposed to simply conveying a marketing message.
Become a Master Editor
One of the best ways to enhance your video lies in the editing process. Be sure your cuts are clean and distinct. Don’t get too fancy with transitions. Focusing on lavish transitions may detract from the valuable points you are trying to get across. Additionally, try and pick music that matches the tone of the rest of the story to bring your product to vivid life.
Determining the length of your video is also imperative. Based off over 564,000 video, Wistia determined the ideal length to be 2 minutes. They also found that engagement is steady up to 2 minutes, meaning a 90-second video will hold a someone’s attention as much as a 30-second one. Naturally, you have to consider where this video will be viewed. Platforms like Instagram and Facebook require shorter video lengths.
Include a Call To Action
Like other marketing assets, you’ll want to end your video by prompting your viewer to take action. If they’ve watched your video to the end, they’ve already demonstrated a clear interest. Providing a call to action – or CTA – will drive viewers to take an action. Ideally you’d drive the viewer to a designated landing page where they will provide their contact information, thereby turning them into a lead.
Other CTA ideas can include inviting viewers to your social media pages, entering contests, free trials, webinars, short forms, or another video. Whatever the end goal is, this is your chance to gather further interest and transition them from a viewer to a customer.
The exception here would be with a branding piece that revolves around a mood, an inspirational message, or personal story. In that case, your visual story is less about selling or promoting your product, but instead focuses on the value of your brand. The call to action is not overt. Instead, you’re hoping the viewer will have a visceral emotional response to your video that will then be positively associated with your brand. It’s less of a “call to action” and more of “call to emotion”.
Need help with your video storytelling or other social media management? Contact us today to get started on all your social media needs.
Jan 12 2019
The marketing world is constantly changing with new innovations and companies on the move. At Diving Point, we act as a guide for your business to help pinpoint areas of your strategy that need improvement to quickly move your business to the top. We specialize in brand identity, digital marketing, content marketing, visual storytelling and social media. In essence, we are a full service team of problem solvers dedicated to your marketing and strategy.
Clutch, a platform that publishes verified client reviews, spoke to our past clients to get feedback about our process and deliverables. Along with client interviews, Clutch Analysts conducted market research to see how we stack up against our competitors. We are so excited to announce that we were featured as one of the Top Digital Marketing Agencies in Austin on Clutch!
Some of our favorite reviews from our Clutch profile are listed below:
“They have decades of experience in marketing, so they were incredibly detailed, timely, and concise.”
“We were extremely impressed with the value we received and with the thorough and timely delivery of services. We are looking forward to working on bigger projects with them in 2019.”
“The content strategy and supporting content development work they provided dramatically improved our market visibility and our bottom line”
“Above all else, I appreciate their ability to listen. I’ve been around this business for 10 years and have worked with firms that don’t always pay attention to their client’s needs. Divining Point internalizes the challenges we communicate to provide creative solutions.”
Digital Marketing is something that every company needs to embrace. Forbes published an article, which was titled Why Everyone Needs A Digital Marketing Strategy, that drives the point home. Essentially, digital marketing gives you insights into your customers and your business which were completely unavailable with traditional marketing mediums.
That’s not to suggest that traditional methods are outdated or unnecessary. However, digital marketing is now a necessary plank to build the foundation for your entire marketing strategy.
We are happy that our Clutch reviews reflect the satisfaction of our clients. At Diving Point, we take immense pride in the personal service we provide for our clients, and we do our very best to give them the results they expect.
Ready to take your business to next level? Give us a call. We’re here to help.
Dec 27 2018
Every year we look back at what we’ve achieved and what we have to look forward to in the new year. In 2018 we experienced growth that allowed us to bring on new team members, and we’ve vastly expanded our abilities to deliver real results for our clients. As 2019 comes rushing in, we’ve decided to share the 5 business lessons we learned in 2018.
Be Forward Looking
In 2018 we learned the true value of maintaining revenue projections and doing weekly bookkeeping meetings. New business sales are the lifeblood of any company, and continual cash flow analysis keeps the bottom line in check. We developed strict discipline with watching “cash in / cash out” always with an eye towards the future. It helped us achieve a YOY improvement that didn’t seem possible this time last year.
If you’re still trying to maintain your books, manage payroll, and crunch all the numbers for taxes and expenses, do yourself a favor and immediately invest in a good bookkeeper. As a business owner you have much better things to do with your time. Divining Point partnered with a bookkeeper (Greeley Street Consulting) who handles all things related to accounting, payroll, and taxes. It’s made all the difference in keeping us solvent.
Entrepreneurship is a roller coaster. It’s always moving forward over hills and troughs. If you’re still in business today – and you’re not heading for certain dissolution – then you have much to rejoice. But if you’re not executing a proactive strategy for future sales, then you’ll experience dips in your cashflow that could sink your chances for success.
Celebrate Your Failures
Sure, your achievements are opportunities to move forward, but your best learning experiences come from failure. In the second quarter of 2018 we made a conscious decision to part ways with some clients who needed a level of service we couldn’t (or wouldn’t) provide or who no longer met the criteria for our ideal client.
Two months later, two of our larger clients terminated their relationship with us.
The client-agency relationship with these clients was cordial (and appreciated), but they had an underlying cynicism about marketing – and a reluctance to communicate – that hindered our ability to solve their problems.
Suddenly we were thrown into a tailspin that presented real risk to everything we’d worked for in the first half of the year. We were immediately forced to do two things:
- Conduct a thorough postmortem to see what happened and why.
- Find new business fast.
What we learned during the postmortem was not only cathartic, it also helped us quickly generate new business opportunities.
In retrospect, the loss of clients was the best thing that happened to us in 2018. We were freed from unhealthy client relationships delivering services that drained our time and resources. At the same time, we were given the opportunity to fine tune all of our processes from top to bottom, which in turn enabled us to find success with other clients who needed us. It is a business lesson that made all the difference for our future.
The unintentional bloodletting of the Summer of 2018 breathed life into our company. It confirmed something we knew all along: an unwilling client isn’t worth the effort. As our favorite prophet of marketing, Don Draper, once said, “You already know about Jesus. He either lives in your heart or he doesn’t”.
Divining Point prides itself on producing measurable results for companies who believe in the value of a rock solid brand and who work hard to deliver great service from beginning to end. We don’t want to work with a company who scoffs at these concepts or thinks that marketing is just an expensive set of bells and whistles.
Our greatest success this year was going to market with a new attitude.
We won’t waste time your time or ours if you can’t see past your biases, honestly communicate with us, and eagerly embrace the change we bring to the table. By replicating this learning, we’ve expanded our client portfolio and improved our service delivery along the way.
As you can see, your failure can be your greatest success, and you can achieve remarkable growth if you learn from these experiences. Look at your business objectively and see how you can replicate success so that it builds up your company. Don’t dwell on failure. Get better.
It’s rare these days to have the same team for longer than a couple years. The US is experiencing all time lows in unemployment, and employees have more job opportunities available to them than ever before. Couple this with a young workforce that naturally drifts from position to position until they find their place in the world. It’s natural to experience turnover, but it adds disruption and significant costs to the operation of any business.
In 2018 Divining Point experienced turnover for a myriad of reasons. In one case we had to remove a toxic presence from the company. Another employee left for personal reasons during the summer when we changed our industry focus. Two other employees accepted generous offers from competitors. We wish them all the best in their future endeavors!
In every case we amicably ended our relationships. At no point did we have to terminate a position for financial reasons, for which we’re thankful. Each time we replaced these employees with new team members who further strengthened our company.
The lesson here is be prepared for turnover. It happens. It’s not very fun. It temporarily introduces disorder into the efficient process you’ve worked hard to create. But it’s a hallmark of good leadership – and teamwork – if your company can gracefully and respectfully handle turnover while continuing to deliver results for your customers.
Complacency Is A Luxury You Can’t Afford
There are hundreds of cliches you can use to describe entrepreneurship. Expect the unexpected. When life hands you lemons make lemonade. Don’t rest on your laurels. You get the picture.
Your business is a living organism that is always moving, always evolving, always experiencing setbacks you didn’t predict. You can’t afford to sit back and count money, even when sales are hot and profits are setting records. As soon as you stop hustling you stop growing – and your company begins to crack.
In 2018 we experienced all the growing pains every company encounters in critical growth years. We never allowed ourselves to be complacent or take anything for granted, and we’re better off as a result.
2019 is set to be another great year for us.
We strengthened our SEO capabilities to achieve top rankings through on page and off page techniques. We added a new Creative Director who will take our visual storytelling to a whole new level with exquisite photography and engaging videography. We expanded our capabilities to include email marketing, public relations, online advertising (outside of just social and search), and enhanced our reporting and research methods.
Need a team to take your business to the next level? Give us a call. We’re here to help.
Dec 16 2018
It’s a given that the world of marketing moves fast. Every year brings new marketing methods to engage your buyers. 2019 is no exception. Adapting to the new ground rules each year can be dizzying.
If you skim the search results for marketing trends in 2019 you’ll see that AI, virtual reality and chatbots are still all the rage. For three years (or more) we’ve heard about the benefits of these new technologies. We don’t deny the power of these new systems, but for most companies these are still inexplicable buzzwords that really don’t make sense for their business.
Rather than promote bleeding edge programs that verge on science fiction, we present 5 marketing methods to help you succeed in 2019.
Search Is Still Critical
As we all know, every purchase starts with a need or a desire.
Sometimes the urge to buy comes from an organic place: the buyer experiences a real world situation that compels them to find a solution for their needs.
Other times, the demand for a product or service is generated through the artful use of advertising, which introduces the buyer to something they never knew existed.
In both cases, the buyer starts the process with online research. That inevitably means they rely on a search engine to find information.
There is nothing new about search. What’s new in 2019 is where people go to do it.
It’s not enough to simply write blogs and optimize your site for search engine success. People now use Facebook and Twitter to explore new products. They browse through dozens of images on Pinterest and Instagram. They watch videos on YouTube. They even use voice search (“Hey Siri!”) or visual search to find more information about something they’re looking at directly in front of them.
Is your company poised to capitalize when your buyer is in the mood to explore? The answer is probably no unless you’re engaging in a sophisticated SEO campaign and regularly pushing content across a wide array of platforms. Even so, many business fail to rank where it matters most.
Our advice is to quit discounting the most fundamental behavior of buyer psychology. SEO, SEM, social media, and content marketing matter more now than ever before. Invest heavily in a multidimensional strategy that leads buyers to you.
For the last 5 years we witnessed a massive consolidation online. Facebook essentially demolished most of the early competitors in the social media world. Google not only dominated the search engine industry, they also lead the way with online video (YouTube) and digital advertising (formerly AdWords, now Google Ads). Amazon continues to break records for online shopping and now competes for music, entertainment and just about everything else.
But something predictable happened in 2018. People changed how they consume online media. Thanks to the bitter presidential election in 2016, and as a result of privacy violations across the internet, more and more consumers are diversifying where they spend their time online.
2019 will bring about more fragmentation in online behavior. People are doing more research on sites that cater to their niche interests. They’re opting in to email lists from companies they trust – while flagging as spam those companies they don’t. They consume considerable amounts of video online all over the internet. They read forums (remember those?) and participate on discussion sites like Reddit. Blogs, podcasts, alternative news sites, the list goes on and on. More profoundly, they’re spending less time on Facebook and Twitter, instead opting for Instagram, LinkedIn, Snapchat, Mastodon, Minds, Gab, MeWe, Vero, Signal and more.
This isn’t to suggest that the Big Three (Facebook, Twitter, and Google) are going anywhere soon. But as personal data becomes a bigger issue for consumers, people will move towards platforms where they can engage with more like-minded users and ensure a modicum of privacy.
What does that mean for you? Know your audience. Research where they spend their time online and develop a strategy for engaging them all along the way.
Personalize Your Approach
You should never send a single email to an entire database of customers. Similarly, you can’t expect a single ad to resonate with all of your buyers. If you speak to all of your customers in the same way you should expect to lose them over time. Buyers are unique. You need to treat them like it.
Market segmentation is nothing new. Even list segmentation is old news. But are you actually using all of the available tools to speak directly to each individual buyer? Are you appealing to them as individuals and offering them messaging based on their behavior online?
Remarketing methods, email marketing metrics, Facebook pixel, website behavior tracking… these are but a few of the tools that allow you to analyze the interests and preferences of your buyers. With a CRM and marketing automation platform, you can generate workflows to deliver personalized messages that leads your buyer through the funnel.
Let’s take this even further for 2019. If you are not developing engaging, original content tailored to the personal preferences of your buyers, you will be missing out on the opportunity to turn customers into brand loyalists. Certainly, buyers buy products because they need them, but brand loyalists buy products because they want them… and they won’t even consider buying from another company. That competitive edge makes your life easier and increases sales.
Original Engaging Content Means More Than Just A Blog
Research suggests that the average person is exposed to over 10,000 marketing messages EVERY DAY. Is yours breaking through? We bet the answer is no.
Everyday people scroll through their social media feed in a somewhat absent minded manner until something stands out. They’re busy. They want to be informed or entertained. They want to be amazed.
How do you stop the scroll? Make your content awesome!
If you haven’t taken content marketing seriously up to now, in 2019 you must invest in a strategy that captivates and intrigues your customers. We advise you to think beyond the blog.
The most engaging forms of content are professional quality photography and video. People by nature are visually oriented. They stop and stare when something captures their attention. This is why billboards are still effective to this day, thousands of years after the first sign was hung for a business. It’s why TV still ranks as the most dominant media form. It’s why YouTube garners billions of users each month.
We’ll take this even further. If you’re producing brand-related video and photos with a mobile phone it’s highly likely that you’re doing it wrong. Today’s consumers are smarter than that, and they have incredibly high standards for what passes as quality. A poorly lit photo or a sloppily produced video tarnishes your brand. If your product looks less than stellar how does that impact your buyer? It turns them off.
Diversify Your Ad Strategy
Earlier on we mentioned fragmentation in media consumption. It’s not that people are no longer using Facebook, Twitter, Google, et al. They’re just not spending as much time there. Much ado has been made about the limited organic reach you get these days on these platforms.
The cost to reach a greater audience has skyrocketed. It’s a sign of bad times when up to a half of a company’s ad budget goes solely to one company. It’s even more frustrating when these vendors put excessive restrictions on not only WHAT you can advertise but HOW your ad must look.
The rise in niche sites, independent social platforms, and even new search engines (hello Pinterest!) means there are many more places online to advertise your products. It’s time to explore your options. We’re here to tell you there is life outside of Google and Facebook.
There are multiple private ad networks that reach industry-specific audiences and capture buyers of niche products. There are influencers and affiliates who can drive sales with a single tweet or shout out in a podcast. And let’s not forget the tried and true standards of the analog ad industry: billboards, radio, TV, magazines, direct mail, and special event sponsorships. All of these methods give you a powerful alternative for reaching your customers.
Your Brand Still Matters
At the end of the day you still need a brand. It doesn’t even need to be hip or cute – like so many startups that flood the market. With a strong sense of identity and a good understanding of your buyers, you can use the methods in this blog to reach even more buyers than you did in 2018. While it’s easy to get distracted by shiny new objects like AR/VR and AI, the fundamentals of marketing remain the same.
What’s changed is the critical requirement to build a diverse strategy. You can’t win the game if you don’t show up to play. Buyers in 2019 will no longer give you a pass for a half-hearted attempt to win their attention. Your New Year resolution should be “Excellence in Marketing”. If you pursue it with intention, you’ll crush your sales goals and succeed while others crash and burn.
Let Divining Point tackle your marketing strategy, implementation and management. For more information, visit our services page today!
Dec 10 2018
Social media marketing is crucial for brand awareness, customer loyalty, and increasing your overall sales– but we already knew this, right? While Facebook, Twitter, and Instagram are strong platforms to utilize, having an active Pinterest account with an effective Pinterest Strategy behind it may be the most valuable tool for different reasons.
Pinterest currently has 250 million active users. As compelling as this statistic is, we also need to consider how Pinterest is a beneficial tool for SEO purposes, making it a unique and invaluable social platform.
Here’s how to take advantage of Pinterest’s exclusive offerings for a kickass strategy in 2019:
Pin Often and Consistently
Like most social media mediums, having a regular posting schedule is imperative. According to PinCoach, you should be Pinning at least 10x a day. Your Pins should be a mix of native and curated content. Native content is content created from scratch by your brand, while curated content is the gathering of existing content such as blogs, photos, eBooks, etc. RePinning other’s Pins to your boards also shows community engagement.
Additionally, instead of Pinning all at once, you should Pin sporadically so your content is spread out. Part of Pinterest’s algorithm is based off consistency. Once Pinterest sees you are posting high-quality content that is consistent, your impressions will increase, meaning more users will see your content!
Allure Your Audience With Vivid Images
Because Pinterest is such a visual platform – much like Instagram – it’s important to have captivating images. Putting a strong effort towards the quality of your images will make a world of difference.
Be sure your images are well-lit and in focus. The images you choose are a reflection of your brand imagery, so it pays to put forth extra effort in this regard. .
Research your industry to learn what kind of images perform the best. For example, in the retail industry instead of posting a photo of the product itself, you can produce 30 percent more clickthroughs and 170 percent higher checkout rates if you use a lifestyle photo of a person wearing or using a product.
Don’t Forget to Write Detailed Descriptions
While great images are a necessity, it’s not enough to rely on strong visuals. As we mentioned earlier, Pinterest is a substantial SEO tool. In 500 words, your description should pique your audience’s interest while including keywords. These keywords are picked up by Google, and if you have a strong Pinterest marketing strategy in place, this will ultimately increase your search engine results.
Writing a solid description doesn’t necessarily mean including a brand name. In fact, 97% of Pinterest descriptions don’t. This is because Pinners are searching for specific terms or items, not brands. Think about humanizing your brand and how your audience is using Pinterest.
Don’t Skip Out on Hashtags
Hashtags are a great search tool on Pinterest. Hashtags are used to search for the most recent content so you should incorporate both timely and timeless hashtags such as #Christmas and #GiftIdeas. Also be sure to use evergreen hashtags and industry-related hashtags.
Engage With Other Accounts
Having a Pinterest marketing strategy is great for SEO, but it should also be treated like other social media platforms. This involves engaging with other accounts including repinning, saving, and liking, other user’s Pins. In turn, this will increase your own engagement.
Another way to increase engagement is to create a group board where you can invite others in your Pinterest network to contribute with their own pins.
Use Analytics to Skyrocket Performance
Monitoring your Pin’s performances can help you learn what’s working and what isn’t. You can then tweak your Pins for optimized results. Be sure to avoid vanity metrics, numbers that are easily manipulated and don’t necessarily provide quality to your brand. Instead, audit which Pins are sending traffic to your website, which should be the ultimate goal.
Analyzing your successful Pins will also help see how others view your brand and spark ideas for future campaigns. Gaining insight into the demographics and interests of others will assist in providing the right content to the right people.
With a strong Pinterest Marketing Strategy in place, you can expect to strengthen your brand, drive heavy traffic, and widen product exposure in 2019!
Need help with your Pinterest Marketing Strategy or other social media management? Contact us today to get started on all your social media needs.
Aug 06 2018
If you’re an avid deer hunter, you likely spend the summer months preparing. You’re busy planning, checking your gear and doing research to ensure that you’re ready when the season opens – all the while dreaming of that perfect buck to fill your freezer for the winter.
Preparing to launch a marketing campaign is actually quite similar.
Here’s our list of 5 ways that deer season prep is similar to marketing campaign prep. Just like in deer hunting, disorganization in marketing planning will cost you a chance at a good buck…err, we mean good client.
- Sight in Your Marketing Goal
In deer hunting, you spend plenty of time sighting in your bow or rifle so that you’re ready for clean shots when the season opens. You may only get one shot. You have to hit the mark every time.
In marketing, this is analogous to ensuring that you’ve defined your campaign goals and know exactly what it means to achieve success. Why are you launching this marketing campaign? Who do you want to attract? What’s your ideal client? Get all of your details straightened out now so that when you launch a campaign you can stay laser-focused on engaging and converting new deals.
- Talk to Farmers and Landowners
Deer hunters know that farmers and landowners are the best resources for deer information. They spend the summer months working the land alongside the deer, so they have good intel on where the big bucks feed, where the does bed down, and where all manner of game frequently visits.
In marketing terms, this means understanding not only the kinds of clients you want but the kinds of clients you already have. Reach out to your former clients to farm information from them about their thoughts on your services, why they chose you, and what are your strengths and weaknesses. You can also reach out to potential prospects to see what’s on their radar and what pain points they hope to solve. Knowing the lay of the land and the behaviors of your buyers are critical in knowing how to serve them.
- Set up Tracking Systems
The best hunters know that the months before deer season are the best time for setting up cameras and scouting for deer. By researching their behaviors in advance, hunters know which bucks are using the hunting area for their home range when they feed, and which trails they use.
You can apply this idea to marketing by reviewing your website analytics to understand when visitors come to your site, how long they stay and which pages they explore the most. Subsequently, that information helps you to determine where to add submission forms or offer gated content in exchange for contact information. Ultimately, you want to harvest your site visitor information so you can engage your prospects in a conversation and pull them through the funnel.
- Check Your Gear
Deer hunters know there’s nothing worse than waiting all summer and heading out to the woods only to discover that your stand needs repair or your bow needs tuning. Before the season begins you must check all of your gear and ensure everything’s in working order.
The same can be said for preparing for your marketing efforts. Do you have a team on hand to manage social media, SEO and your website? Is there a list of usernames and passwords for all of your critical accounts? Are there broken links on your website? Are all of the contact details correct? Do you even have ways to capture leads? Make sure all of your ducks are in a row so that your campaign is successful on the first shot.
- Be Patient
Patience is a virtue and that’s just as true in marketing as it is in deer hunting. Experienced hunters know not to shoot at everything that passes by the blind, but to patiently wait for the right deer to present itself. Sometimes this means waiting quietly for hours, trusting that the right deer will appear – and also having the restraint to take a pass on immature deer, does, or spikes.
Just like you can’t rush the trophy buck, you can’t rush a good marketing plan. A good marketing plan will take a long-range view and slowly, and steadily, build up traffic and demand so that the right leads come into the funnel. Expecting to see immediate results is analogous to expecting to see a trophy buck five minutes after climbing into the stand. Sometimes you may get lucky. But usually, almost always, you have to be patient and don’t blow your chances.