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B2B Content Marketing

When someone new starts at Acumen we ask a handful of questions to start to get to know them better and share that with you because we’re excited to have Awesome people join the team!

 

Where are you from?

Well, I was born in Norfolk, Virginia into an air force family. By the time I was 13, I’d moved to 11 different places. I spent the most time out in California, mainly Edwards AFB which I consider home. I moved to Missouri 8 years ago from Dallas, Texas for school and have been in StL about 2 years.

 

What are some things you enjoy doing (besides working)?

I love turn-based strategy games like Civ 6 or XCOM on the computer or board games like Ticket to Ride or Catan.  If I am feeling frisky, you’ll find me at the local card room playing Holdem.  I also have an affinity for the outdoors.  I love camping and exploring.  And I love spending time with my daughter.  She’s 12 now going into the 7th grade.  And we watch a lot of “old” movies together.  She’s becoming a little movie buff like me.

 

Favorite Movie Genre or Fave Movie?

I have favorite writers and directors.  My top three film creators are the Coen Brothers and Tarantino.

These movies I consider must see:

1. A Serious Man – Coen Brothers
2. Mr. Nobody – Jaco Van Dormael
3. Pulp Fiction – Tarantino

But my all time favorite for personal reasons is a John Malkovich, Edward Norton, Matt Damon film called Rounders.

 

Favorite Type of Music and/or Band You’re Feeling Right Now?

I’m a lover of music.  When I am playing cards or focusing, I’ll go with techno.  When I am in the mood for something different, I’ll go with foreign stuff like Bass Hunter or the hu.  But when I am just driving around, I’ll go with some good old classic Rock.  Maybe some Eagles or Kansas.

 

Place you’d like to visit but haven’t yet?

Space.  Because, you know, it’s space.

 

Drink of Choice (doesn’t have to be alcoholic, but can be as well)?

If I am drinking, it’ll be a captain and coke. Day to day though, I am fueled by Red Bulls and Gatorades

 

Welcome to the Team Alex!

Question from us at Acumen to You: “Are you using business email addresses or personal email addresses when marketing to potential customers?”.
Question we get from our customers: “Should we be marketing to only business email addresses or can we also market to them using their personal email addresses?
This is concern is understandable, especially in today’s climate when everyone is hyper concerned about doing the “right thing” or not “overstepping” in some way.

Business vs Personal Email Breakdown

The reality is that for many people there is a big overlap as to when they use personal or business email addresses.
There is no rule here either, sometimes customers choose to use their personal email and other times business.
Here is the good news… It Doesn’t Matter!
There has been numerous research studies showing the prevalence of business vs personal email use and they all have similar insights.
People use both when submitting their information online.
Again that is great news.
One study even showed that C-Level executives across all size companies provided a personal email address 50% of the time.
The truth is that most people can’t even describe under what circumstances they might submit a lead generation form using a business or personal email address.

So What Should You Do With Your Marketing Email?

Send it to everyone!
If a lead chooses to give you a personal email address then honor that decision by sending them your marketing material to the email address they gave you.
We could honestly talk for days on this, but we wanted to share a quick answer to a burning questioning (or held belief) that many marketers have.

 

If You Have Questions or Want to Talk more about Email Marketing, Call Us at 866-357-7422

Or Submit your information below

    If your organization or firm targets Convenience Stores (C-Stores) then this is Fantastic News!
    Print Companies supplying Displays and Signage, Private Equity firms or brands with products in the convenience store space all need to know that signs point to more revenue in the short, mid and long term.
    Now is the time to be Marketing to Convenience Stores!

    What are the Signs that Point to Revenue Growth for C-Stores?

    One major sign we’ll focus on is hiring.
    For example, Royal Farms, Thorntons, Speedway and Pilot are all going on a hiring spree.
    More states are opening up fully from the COVID shutdowns and for those that still aren’t 100% restrictions have relaxed, plus the American public is restless and needs to get out.
    This Summer’s driving season is going to be HUGE for these reasons, this will bring a huge influx of cash into the convenience store space and force stores to increase staffing.
    Positions C-Stores are Hiring For
    • Hourly Retail: These include cashiers, food services, facility services and other similar positions.
    • Retail Managers: These oversee store operations and the hourly retail team members.
    • Drivers: Thousands of new driver positions are looking to be filled for transporting goods and fuel.
    • Corporate Positions: These consist of marketing, supply chain, inside sales, human resources and finance.

    In total with just the companies we listed they are looking to fill almost 20,000 positions!

     

    Marketing to C-Stores

    Regardless of your primary business, if Convenience Stores are a target customer or acquisition for your business, organization or firm then now is the time to increase your visibility to their decision makers.
    How should you market to convenience stores?
    If we split marketing into two categories: Traditional and Digital ( offline marketing and online marketing )
    You really need to be doing both.
    Being present to these decision makers in the c-store space where they are engaging is where you need to be.
    And the fact is that they are everywhere. Everyone has their own preferences and you being everywhere ensures you’re in front of everyone.
    At Acumen we know Digital.
    Our strongest advice is to be running comprehensive online campaigns and publishing content to get found by decision makers when they search and to engage them by sharing your value proposition in ads that run on channels like LinkedIn where you can target the industry, companies, and job titles of target customers or acquisitions.

     

    If You Have Questions or Want to Talk about Marketing to C-Stores, Call Us at 866-357-7422

    Or Submit your information below

      This is a question we get regularly from different printing businesses.

      They ask, “Does Social Media Actually Work for Print Companies?”

      And the answer is…  Maybe!

       

      What Does Social Media “Working” for You Even Mean?

      This is the real question that has to be asked.

      In our experience what most print companies want from social is new business, returning business and higher frequency of orders from existing customers. There are the exceptions such as print companies who are already growing and are looking to change up their entire brand identity & messaging. That is more of a creative endeavor that requires a different set of tactics on social than the goal of just generating new and more business from social.

      So is that what you think about when saying you want Social Media to “Work” for you? Generate New Business?

      If yes, then keep reading because that is our area of expertise (not branding or identity).

       

      How Can Social Media Work for Your Print Business?

      1. Be Present

      Of course this seems like a no-brainer, but unfortunately many print companies are not posting to social media. Why aren’t they posting? No time, don’t think it works, don’t know what to post about, etc.  But that is the biggest problem. Not being there for any reason guarantees social will do nothing for you and generate no leads or sales.

      2.Be Active

      Some would call this consistency or even engagement and those descriptions work as well, but posting regularly at some frequency is the minimum effort level needed for success. 3 or 5 times a week is all you really need to see an increase in traffic from social to your site and an increase in awareness for your business. We recommend either posting every Monday, Wednesday and Friday or 5 days per week Monday – Friday.

      3. Sell

      This is thing that most printers find troublesome. It’s felt that you can’t sell to people on social media. But the fact is that you need to be. Posting awareness level content is great to give people a glimpse into your world and connect with you on that, but it’s just as important to show customers what you can do, what your value proposition is and move them to buy. This is what brings you that increase in new business from social media.

       

      And that really is it.

      You can do as much as you want or just the bare minimum and you’ll see results. Guaranteed!

      We’ve got more information on Social Media for Print Companies if you Click Here.

       

      If You Have Questions or Want to Talk about Social for Your Print Business, Call Us at 866-357-7422

      Or Submit your information below

        We wanted to share this example of a Direct Mail piece that is extremely simple but uses the power of personalization to increase it’s effectiveness.

        This company, Supplement Superstores, has their store managers send out Thank You cards after in-store purchases with personal handwritten notes that mention what was discussed in the store during that visit or about the products purchased.

        Doing this has increased their customer loyalty and customer retention allowing them to grow significantly year over year.

        Hopefully you can use this as an example of the power of print when talking to prospective customers.

         

        We’re getting print companies in front of customers so they can pitch ideas like this.
        So if you want to learn more about how you can start generating new business online then click here: https://acumenstudio.com/print-industry-digital-marketing/

         

        If You Want to Just Talk to Us Now or Have Questions, Call Us at 866-357-7422

        Or Submit your information below

          As we enter December now is the time to finalize plans moving into 2021.

          Specifically focusing on your Marketing Plan for 2021 is what we’re most concerned about as a Marketing Agency.

          Even more specifically we want you think think about your lead and customer acquisition strategy for the new year.

           

          Questions We’re Asking

          1. Do you have a Lead Acquisition plan for 2021?
          2. If not, In 2021 are you looking to gain NEW Customers?
          3. If so, Do you currently have a overall / broad marketing plan for 2021?

           

          If you want to bring in new customers next year and don’t have a broad marketing plan for 2021 at all we suggest at a minimum roughing out ideas you have on promoting the business. But if a big part of your strategy is new customer growth then even more important will be your lead acquisition strategy.

           

          Here are the components of a 2021 lead acquisition strategy that you should consider

          • Is your website optimized for search engines (do you rank well for everything you do / sell)?
          • Is your website optimized to convert visitors when they get to your site?
          • Are you actively publishing content / blogs to your website?
          • Are you actively publishing content to your social media channels?
          • Are you actively running ads that target your primary customers to drive them to your website or to the phone?
          • Are you sending out at a minimum monthly emails to your email list?

           

          If you answered No to any of these then your 2021 marketing strategy should turn those No’s to Yes’s.

          Prioritize these to comprehensively attack getting new business.

           

          If You Want to Talk With Us About Your 2021 Marketing Strategy or Have Questions, Call Us at 866-357-7422

          Or Submit your information below

            It’s time to bring in new business if you’re in the print industry!

            We’re seeing a big increase in print quotes and new sales across all of our print customers and we are seeing a Huge Rise in searches in Google for print services and products.

            Now that we see the light here at the end of the COVID pandemic it’s time to kick back into gear and regain the momentum in your business development.

            Watch this short video to learn what’s happening for printers online and learn more about how you can start generating new business here: https://acumenstudio.com/print-industry-digital-marketing/

             

            If You Want to Just Talk to Us Now or Have Questions, Call Us at 866-357-7422

            Or Submit your information below

              We’ve heard this question so many times… “Does Social Media Work for Construction Companies?”.

              It’s a loaded question because the answer is 100% yes, but if certain things aren’t done then it won’t actually work. Let’s talk about what the things are you need to consider as you build out your construction based social media plan.

              Having a plan on who you’re targeting will be extremely important as it will allow you to do things such as pick what social media channels you need to be present on. With each channel you want to present your brand in a way that is engaging, educational and relevant to your audience. Your strategy will focus on picking the right target, giving them the info they are looking for and saying it in a way consistent to how you act as a company. That is why we created these Top 5 Social Media Tips for construction companies to get better engagement, more leads and more sales. 

               

              Here are the Top 5 Social Media Tips for Construction Companies

              Marketing for Construction companies can be slightly different than it would be for other businesses. Your digital presence has to mimic what you want the community to think of when they here your name or see your trucks driving around town. These are 5 Tips to keep in mind when you are creating your content for social media.

              • Know Your Audience
              • Be Authentic
              • Assessing Competitors
              • Show Images of Your Work
              • Pay to Promote Your Content

               

              1. Know Your Audience

              It comes down to more than just the people you want to target, your also need to know what they are interested in. You’ll need to research content they are searching for and what types of content are most likely to grab their attention. Knowing your audience well will help you determine how you will write your posts and what type of content (blogs, sell sheets, infographics, video, images, etc.) to share.

               

              2. Authenticity

              Authenticity is key when it comes to writing content for your social media. Write as though you are speaking the words out loud because that is how the reader will hear it. Be aware of your tone (they way things are said and the words used) and make sure you don’t come off as a drone, monotone, or someone who doesn’t actually care about what they are telling the customer. Setting the tone for your writing will create more engagement as people can “hear” your enthusiasm about your products and services. They’ll want to actually buy from you!

               

              3. Assessing Competitors

              When you are developing your content strategy for Social Media, make sure you look at what your competitors are doing. How are they presenting their content? What type of content (infographics, images, vidoes, etc. ) are they sharing? Look at the engagement of the different posts and see what is working well for them and what is not. Shares and comments are the best indicators of engagement. The goal of this is not to “copy” what they are doing but to make your strategy stronger from the start. Make sure to look at competitors that are comparable to your size of business too. A young upstart company isn’t going to have the same reach as large companies such as Bechtel Group or Jacobs Engineering Group. 

               

              4. Show Images & Video of Your Work

              Words are great, but images do a whole lot better when you are working on large scale projects in construction. Take photos of your team on site, projects before and after, short demonstration videos, etc. People want to see what you’re doing and how you are doing it. This builds a level of credibility and grows the consumer confidence in you as a business they’d like to work with.  If you have the capability (and you do if you have a cell phone), take videos of jobs sites and share those as well. 

               

              5. Pay to Promote Your Content

              Social media is free, but sometimes if you want to get in front of the right customers you have to pay a little. On Facebook for as low as $1 a day you can “boost” a post from your page to increase the amount of individuals it will reach. Then on LinkedIn you can “sponsor” specific posts to do the same. This will increase the number of target customers that are “served” the message and give you more exposure.

              Targeting on a platform like LinkedIn is very accurate and allows you to run ads to only people in a certain area, with specific job titles, in certain industries or that work for named companies.  It’s very powerful!

               

              Overall the biggest takeaway from these 5 social media tips for construction companies is to be human. Being human and engaging with your audience makes you a more desirable choice for customers. Your online presence sets the tone for developing a level of trust with your target. Since social media is such a huge aspect of society today, it is often found as a deciding factor for many purchasing decisions. People want to work with those who prove they know what they are doing and have a strong reputation online to prove it.

               

              If You’re Struggling on Exactly Where to Start or Have Questions, Call Us at 866-357-7422

              Or Submit your information below

                Now that people are getting back to work, businesses are opening back up fully and people are generally ready to move on from the effects of the virus, what should you be doing now to gain momentum from your marketing, generating new leads and more sales online?

                How to Bounce Back with Marketing Post COVID

                During the shutdown we took on new clients but spent a lot of time with out existing clients as well amplifying their marketing to ensure they capitalized on the opportunity given to them that the virus created. While business slowed down for many we made sure that our clients gained even more visibility during a time when their competitors pulled back and did less in their marketing.

                Competitors Are Still Holding Back!

                This makes now (or technically yesterday) the best time to kick start your online marketing.

                What Should You Be Doing?

                The most effective tactics are going to be a combined effort to ensure you get in front of customers who are eager to get back to work as usual and stay ahead of your competition.  A mix of…

                • SEO
                • Paid Social Campaigns (such as LinkedIn)
                • Paid Search
                • Blogging
                • and Email

                … working together are all going to put you miles ahead of the competitors and will have you front and center for customers who need your products and services.

                It’s as easy as that. #Truth

                 

                If You’re Struggling on Exactly Where to Start or Have Questions, Call Us at 866-357-7422

                Or Submit your information below

                 

                   

                  When someone new starts at Acumen we ask a handful of questions to start to get to know them better and share that with you because we’re excited to have Awesome people join the team!

                  Where are you from?

                  I grew up in Belleville, IL.

                   

                  What are some things you enjoy doing (besides working)?

                  I love going to the Fox and the Muny. Musical theater is my jam. I also studied art in college so I love to draw and illustrate. I’ve written and/or illustrated a couple children’s books and have been working on greeting cards lately.

                   

                  Favorite Movie Genre or Fave Movie?

                  It’s not a real movie genre but it would have to be “fake science.” Regular sci-fi movies are great (Back to the Future and the like), but fake science is another genre that my best friend and I invented to cover the romantic movies that feature some insane scientific anomaly that drives the plot. “Age of Adaline” and “The Space Between Us” are perfect examples of the excellent genre of fake science.

                   

                  Favorite Type of Music and/or Band You’re Feeling Right Now?

                  Again, I’m a musical theater nerd so any showtune is fair game for me. “Come From Away” and “Be More Chill” are currently my favorites.

                   

                  Place you’d like to visit but haven’t yet?

                  Almost too many to name, but I’d love to go to Greece, Australia, and Spain. Oh and the Harry Potter Studios Tour in London.

                   

                  Drink of Choice?

                  Frozen strawberry margarita (mango is also acceptable) with salt, a lime, and an umbrella because I’m classy

                   

                   

                  Welcome to the Team Jacqueline!