The Found Gen

Marketing That Works.

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Goal Setting for 2021

Key Things to Focus on For Business Growth

2020 throw a wrench in your spokes? Yeah, we know. It’s a sore subject. Moving on…

Basically, if you managed to complete a single business goal, let alone find the time or energy to create any, then you had a great year by apocalyptic standards. Go you! Take your wins where you can.

2020 took a lot out of us as humans and it raked many businesses over the coals. But we also found new opportunities to flex and pivot in directions that were unimaginable before. We survived, and 2020, for all its flaws, has made us more resilient and scrappier than ever.

But 2021 is coming and we need to get back on track. When the going gets tough, we get to planning. The best thing we can do for our businesses right now when the future seems uncertain is to set goals and map out a plan. We wanted to take some time and help you plan for the year ahead.

Here are 6 key areas that you can focus on for business growth in 2021.

Your online presence and e-commerce platform

When COVID struck we saw almost every aspect of business retreat to the safety of the web, apps and other uses of remote technology. So, how’s your website? Is it equipped to handle your customers’ needs if they can’t access you or your product in person? Do you have a solid online store? Are you engaging on social media and using the platforms efficiently? The pandemic changed everything about business operations and many of these changes are here to stay. Get yourself ready to take your business online.

Cost per lead

The total cost of generating one lead – what does it add up to for your business? You can typically make a calculation based on your advertising and marketing costs, but what about your time? Are you factoring that into your CPL? You need to know these numbers. Once you have a solid idea of your CPL, you goal for 2021 should be to increase your qualified leads and decrease your spending per lead.

Figuring out your marketing data

Analyzing website traffic, invoices, client information and communications, leads – every piece of information that you can target and track, you should be collecting. The more you understand your data, the more you know about your ideal clients and the way your business functions. By figuring out your data, you can find ways to save money, increase sales and revenue and hone in your competitive advantage.

If you don’t have a good data collection system, start by creating a process that is repeatable and scale-able. Be consistent with data collection, make it simple to do and constantly evaluate your data, as well as improving your system.

What actual/attainable goals can you identify?

By now the SMART goal acronym should be branded on your brain. But we’re going to hammer it home because it’s so simple yet so powerful. The most direct and manageable way to achieve your goals is the SMART way.

Specific. Clearly define your goal. Quantify your goals with realistic, data-driven numbers. For example, you want to gain 25 more leads per quarter, or see sales climb by 10%.

Measurable. The only way to know if you have reached your goals is if they are quantifiable. To know this, you need to have solid bookkeeping and data tracking already locked down.

Attainable. Sure, we all want to increase website traffic by 1000% and bring on 100 new clients, but if we set goals that are not attainable, we set ourselves up to fail.

Relevant. Your goals need to be relevant to your business growth and your brand. You could go a thousand different directions, but what is most pertinent to your needs this year?

Time-bound. Create a sense of urgency. Give yourself a deadline. Break down your goal into milestones so you know if you’re on track. By giving your goals target dates, you can keep on track with business growth and better plan for the future.

Keeping an eye out for changes and staying flexible

2020, we have you to thank for ensuring that we never take the status quo for granted again. The only constant in marketing (as in life) is change. Never forget this. And though this may be one of the most difficult facets of business to plan for, we have learned so much in the past year about adapting and remaining flexible.

The biggest favor you can do for yourself is to stay on top of industry news and all latest happenings in business. Build LinkedIn connections that are zeroed in on news relevant to your business. Sign up for industry newsletters. Do everything you can to stay informed.

Self and family care

Last but certainly not least, we want to encourage and remind you to take care of yourself. This means eating, exercising and sleeping well. It also means knowing when it’s time to put the business aside and focus on self and family. You won’t do your business any good if you’re a hot mess. You won’t do your family any good if you can’t relax and let go.

2021, our hopes are high, but not unreasonably so. Basically just suck a little less than 2020 and we’ll be happy.

Best of luck setting your 2021 goals. And, as always, let us know how we can help.

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Giving Thanks to a Crazy Year

We know you don’t need us to tell you just how crazy of a year 2020 has been – you’ve been on the same tumultuous ride as us. But as we look back, we realize there really is a lot to be thankful for despite a pandemic, economic uncertainty, civil unrest, and a roller coaster of an election cycle.

In fact, it’s really because of the dynamic environment surrounding 2020 that we’ve all had to rise to occasions many of us previously thought insurmountable. Perhaps you’ve had to pivot your business and target completely new customers, or perhaps you’ve been fortunate to see a surge in clients and thus also have had to pivot.

Whether we like it or not, where we are today looks a heck of a lot different than where we were a year ago – and there is a lot of good in that. Here are some of the reasons we’re most thankful this year:

  • A global pandemic has forced us to redefine what it truly means to put our family first. And this year for those on our team, it looks a lot like getting makeovers from our toddler while multitasking on a client’s project, cradling a newborn while researching for a new assignment, or stepping aside from the laptop to make sure our distance learners have not wandered astray…again. All craziness aside, we are so thankful for the support of our families – and our team – every minute of every day.
  • We must continue to be advocates for change. Despite so much pain and sadness this year, we are grateful for those who have chosen love over hate and who are working so hard day-in and day-out to elevate the voices of those who most desperately need to be heard. We are also grateful that we too get to be active participants in the betterment of our future. If your voice needs lifting, please let us know.
  • Health is never something to take for granted. Nuff said.

As we look ahead to 2021, we are optimistic that many of the positive changes we’ve seen come out of this year will continue into the future. Onwards and upwards. With gratitude.

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Why Aren’t You on LinkedIn?

With so many social media platforms begging for your attention and unscrupulously gobbling up your brain cells, it can be easy to write off every platform as a time-waster. But not all social media platforms are created equal. When used properly, each platform offers different ranges of benefits for users that can utilize the system to maximize the platform’s potential.

Of all the social media platforms, LinkedIn can be one of the most beneficial channels for SMB owners. It’s been around longer than Facebook, Twitter, Instagram and all these whipper-snapper platforms. Whether you’re searching for referrals, building a professional network, or building a brand, LinkedIn is an invaluable asset to anyone attempting to enter the professional realm of any industry.

Ready for some stats? LinkedIn can boast about the following:

  • Over 660 millions user in 200 countries
  • More than 30 million companies on its platform
  • 2nd most popular B2B marketing platform after Facebook
  • 52% of buyers rank LinkedIn as the most influential platform in their buying process

And here are 6 more reasons to get on LinkedIn now.

Peeps are peepin’ at your LinkedIn

By peeps, we mean potential clients, potential referral sources, that guy at the coffee shop that you handed your card to. LinkedIn is the first place most professionals will go to learn about you. LinkedIn is a living digital C.V. that paints a complete (depending on how well you maintain your profile) picture of your professional experience.

It’s all about connecting with people

Building relationships is at the core of a good marketing campaign.

With LinkedIn, it’s not about amassing a huge amount of followers. It’s about creating a network of people that you can interact with in a meaningful way. Some of our clients that have had the best ROI from LinkedIn only have 200-300 connections. It’s the quality, not the quantity.

Get recruited

If you’re looking for a W2, Apple, Google, Disney and thousands of other employers recruit on LinkedIn. Even if you’re not actively job hunting, you could be missing out on potential opportunities by not being on LinkedIn.

Build your brand

As a small business, your brand is vital these days. It helps you stand out in your industry, makes you marketable and tells your story to a massive potential field of professionals.

Find the right referral sources

As LinkedIn has the most comprehensive network of people actually sharing their job title publicly, you can use it to build relationships with your precise target audience. Know you need VP of Operations at small manufacturers in the midwest? A quick LinkedIn search and you’ve found a few thousand options to reach out to with a click of a button.

A source of information and industry news

Even if you’re not about the connections, LinkedIn is still one of the best places to follow the industry giants, connect with experts in your field and keep up industry news. On LinkedIn you’ll get more relevant news on your timeline than just about any other social media platform. It’s a wise thing to stay on top of business-related trends, reports and data.

So, is the moral of the story that you be on LinkedIn no matter what? No, that’s not what we’re pushing for. But if you feel like you could use any of the offerings on LinkedIn to your advantage to boost your professional or personal career, why not join?

It’s certainly not required to have an account, but of all the social media platforms, LinkedIn can boast some of the most direct benefits to its users. Plus, it’s free, so it can’t  hurt to at least try it out.

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How to Write an Email for Maximum Impact

Your inbox is waiting for you the minute you wake up in the morning and it doesn’t stop until you turn it off at night (and not even then, really). If it feels like you’re submerged in a deluge of email messages, you’re not alone. We too know what it feels like to be inundated with irrelevant messages and sub-par subject lines.

But as you swipe through your inbox, every now and then you may notice something that gives you pause, begs you to ponder, and maybe, just maybe, click open. Yes, those are the emails we’re going to talk about. Those are the emails that make an impact, and shouldn’t every message you send to your clients or potential clients make an impact?

Here’s a simple formula for giving your emails the edge they need to get opened, get read, and get them across the finish line:

Get your email newsletters opened

Your emails can’t make an impact if they are not even opened. So, step one is to craft a compelling enough subject line that intrigues your readers to take the next step and open your message. But it’s not just the subject line that matters, it’s also the combination of having a trustworthy and familiar “from” name and email address combined with that captivating subject line.

Get your emails read

Start your email with maximum value – get to the point right away and give them a reason to continue reading your message. When you offer a relevant message and write it in a way that connects with your readers, you are much more likely to get them to take action.

Get them take an action

At the end of each email, it’s your turn to ask something of your reader. A smart and simple call-to-action is just what it takes to nudge them along. Maybe it’s something like, “Let’s Do It!” or “Sign Me Up.” Your call-to-action should be clear and impactful. Buttons work well, bold or different colored fonts do too – anything to stand out from the rest of your message and force your reader to take notice.

Writing an impactful email doesn’t have to be hard, but you do have to be smart about it. With short attention spans and stiff competition in your readers’ inboxes, taking the time to write a careful email can be the difference between your message ending up in the trash bin (or worse – spam!) and securing a new lead.

For help with email and all of your content marketing needs, we’ve got you covered. Contact us today at The Found Gen or hit us up on Instagram @thefoundgen.

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Is Email Marketing Really as Good as We Keep Preaching?

Yes!

Social media seems to rule everything around us. Online channels appear to be taking over the minds and hearts of consumers (and politicians) across the globe. With the landscape of marketing changing so much, and our attention spans getting shorter and shorter, is email dead?

Not even close.

Email marketing is still alive and kicking and it remains an indispensable tool for drawing in new customers, retaining old ones and building brand awareness. Email marketing is one of the simplest, most direct and most effective forms of marketing. Sorry TikTok, but you’re not monopolizing the marketing world just yet.

Let’s take a look at some of the top reasons why email marketing trumps so many other marketing strategies. We’ll start with the staggering number of email users across the globe. In 2019, there were 3.9 billion email users and by 2024 that number is expected to rise to 4.48 billion users. That’s more than half the people on the planet!

Top reasons to use email marketing

In email marketing the big idea is that you are speaking to a base of subscribers that has already invested in your brand. Rather than speaking to a bunch of strangers in a crowd, you’re talking directly to people who are already sold on your product or service, or are in the process of converting.

For all these reasons and more email marketing is effective because it’s: targeted, measurable, cost-effective and invites engagement.

  • It’s targeted to reach exactly who you want to reach. If your email list is robust enough, you can target by lead status, demographics, location, etc.
  • It’s measurable because you can gage the success of your campaign with key metrics like open rate, bounce rate, click-through rate, etc. With these kind of analytics at your fingertips you can measure and modify your campaigns to make them the most effective.
  • It’s cost-effective as heck! Want the most bang for your marketing buck? Email marketing has an average return of $54 for every $1 you spend. That’s a 5300% increase. That kind of ROI is almost unheard of in marketing.
  • Finally, email marketing is great for engagement. On Facebook, Twitter and Instagram, the engagement rate averages at less than 0.6%. The average open rate of emails is 22.86% with a click-through rate of 3.71%. Yeah, social media can’t touch this…

While nothing in marketing is foolproof or guaranteed, email marketing ranks high among the most effective forms of communication and sales. That’s why we preach it. That’s why we will keep singing its praises.

Long live email marketing!

And, hey, if you need help with your email campaigns or newsletters we’ve got you covered from seriously great design to automation, personalization and deliverability – oh and not to mention, dynamic content that’s sure to tickle the fancies of your audience. We put the “Eeee!” in email.

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How to Write a Blog for an Actual Readership

Just like your kitchen staples of bread, milk, and eggs, it’s good to keep a well-stocked pantry of your hardworking and best-performing marketing assets, too – your blogs, newsletters, and social media content.

As we’ve mentioned before, this trifecta of marketing tactics works for a reason – it’s because they’re all about relationships. When you engage with your audience in meaningful ways, they’re more likely to reciprocate and that builds loyalty, trust, and, yep, referrals.

If you’re looking to establish an actual relationship with your clients and potential clients, then get to work putting these blog tips into practice (not sure why you even need a blog? Read this first.

  • It’s not about sales – the objective of your blog posts is to prove your usefulness and value. Your posts shouldn’t be sales pitches. By offering relevant and helpful information to your audience, you’ll be gaining a following that wants to come back for more. Remember that each post is an opportunity to build trust and establish credibility.
  • Write for your clients, not for you – Your website, your blogs, all of your content marketing material should be to and for your audience. It’s not about you. It’s about them. Write your blog in a way that answers important questions your customers have (but don’t be afraid to offer your business as a solution to their challenges).
  • Solve a problem – As mentioned above, your blog is for your customers. Be useful. Share information freely. Help solve their biggest challenges. When you give, you’ll get. No need to keep it a secret.

If you need help solving problems, forging relationships, and staying top-of-mind for your clients, then get in touch with us at The Found Gen today.