What type and how much marketing does your company do in an average month?
We do a cross-platform approach to marketing, with a focus on online marketing and social media strategy. We use paid advertising, search engine optimization (SEO) and social media strategy to deliver our brand publishing to our target audience. We are also extremely active in regional business associations and leadership summits, affording us the opportunity to engage our regional business community by networking, and also via email campaigns. We will often fuse our online marketing, social media outreach and networking efforts to promote our own unique business events, which we host in order to build connections and create opportunities for new and existing clients.
What has been the most successful method of marketing for your company?
Asterism Group, and our top division, Station Avenue Productions, utilizes email marketing extensively, as well as content marketing. We are moving into inbound marketing to target our branded content to specific client personas. We also update our social media platforms daily and because of our grassroots regional marketing efforts and involvement, traditional word of mouth has also been consistently effective in generating new leads and client conversations.
We measure our success on a few levels. We track our own analytics, in terms of the organic and paid SEO campaigns we are fueling. We track and measure the success of our email campaigns. Each month, we measure the number of new prospects we receive, and where in the sales and marketing stream they are originating. We get tremendous support and referrals from our existing clientele, particularly for event production in the case of our Station Avenue division.
Do you have an in-house marketing program or do you outsource?
Asterism Group is made up of three divisions, one is Consumption Marketing. We rely entirely on our own in-house marketing expertise to drive our content marketing, email marketing campaigns, event branding and promotion activities and our SEO strategies. We rely on our own graphic artists and design teams to generate visual content marketing for our content platforms and social media shares.
What advice would you have for VARs/solution providers that don’t have a regular marketing program in place?
Every business, from small businesses to large enterprises, requires a marketing plan that is scaled to their unique requirements and goals. It’s important to determine what goals you have in terms of marketing, what’s working, what haven’t you tried and what do you need to explore to build not only your brand, but also your clients. You never want to be in a position of ‘catch-up’ when it comes to your marketing efforts. You don’t want your competitors to outshine you.
Determine what your goals are with your marketing, what marketing mechanisms and tools will best help you achieve your goals and set strategy that will allow you to get your message to the right audience by leveraging online marketing, social media, content marketing, email campaigns and even uniquely presented and hosted business events. Bottom line: Do something – don’t let marketing be the one component of your business you neglect.
Learn more about Asterism Group at http://www.asterismgroup.com/.
Want more strategies and tips from CJ DiRoma, visit her on Small Business Trends!
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