Our award shelf is filling up this year! We’re humbled and proud to receive a Communicator award for our redesign of TurningPoint Executive Search’s website. TurningPoint is an incredible search firm with a large talent roster. Putting qualified candidates in touch with opportunities seamlessly is TurningPoint’s priority for the redesign. We focused on our efforts on user experience enhancement, building an intuitive content management system on the backend, and putting a spotlight on TurningPoint’s messaging.

The Communicator Awards, presented by the Academy of Interactive & Visual Arts, honors creative excellence for communication professionals. Founded over two decades ago, The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations and identity work for print, video, interactive and audio. The 2017 Communicator Awards received over 6000 entries from ad agencies, interactive agencies, production firms, in-house creative professionals, graphic designers, design firms, and public relations firms.

See the TurningPoint website in Action.

There’s nothing sweeter than watching one of your long term clients grow. It has been a pleasure to be a part of Sweet Stamp Shop growth over the years and we’re thrilled to announce that the launch of their newly redesigned website!

Sweet Stamp Shop was founded in 2011 by the incredible Nicole Rixon. Nicole started Sweet Stamp Shop with just 8 stamp sets and has grown her business into a crafting phenomenon with thousands of products. We collaborated with the Sweet Stamp Shop team to refresh their design and build out a more robust ecommerce platform to match the demands of a business that’s scaling quickly. Visit their new website at sweetstampshop.com and check out their Instagram or Pinterest for killer craft ideas. Sweet!

Face it. There aren’t enough hours in the day to be an incredible CEO or COO and the head of marketing at your firm. The mental bandwidth it takes from jumping from dealing with operations to putting on a sales hat is daunting. Adding marketing management into that equation simply does not compute. Senior leadership at firms who are strapped for time reach out to us often. They know their need for marketing strategy and want to implement it, but they need the right team in-house.

What will my ROI be?

It is difficult to predict true marketing ROI. As you know, sales do not come overnight. It takes time and trust to build relationships. Staying top of mind with prospects is key. Our job is to bring you qualified prospects, drip on them, and help best set you up for the sale. We manage the strategy, the communications and all of the marketing tactics so you can get back to doing what you love.

How do you calculate ROI?

We secure public relations feature that can be calculated by the ad spend or audience reached. We track the number of incoming leads via form fills and email captures. You’ll regularly be updated on your analytics reports. This way we can further track the health of your marketing to ensure that we are on track and growing the appropriate marketing indicators. You know that when marketing aligns with sales, this can help to tee up qualified leads, educates prospects, and strengthens client retention and referrals.

Where do I start with marketing?

Truthfully, there isn’t a one size fits all or plug-and-play formula for every business. We need to sit down and understand who your target market is, what your goals are, and what you are already doing to stay top of mind. Once we put together our game plan, we might need to build out marketing materials – think a client welcome packet, e-newsletter template, or downloadable resources. These tools help to free up the marketing operations so that a campaign can run smoothly behind the scenes.

Do I really need a team?

We often see firms make the mistake of hiring a single entry level person to create and implement their entire marketing strategy or only having a Director of Marketing be the “marketing department” of one. In both cases, this individual usually has about 60% of the skillsets to get the job done. It is not fair to ask them to be an expert at everything. They are going to need a team of specialists to really execute and ensure your marketing is as professional as it can be.

How do projects come together?

Once we’re into the campaign work, you’ll see a full team come together to complete the production. Our business model is built on the belief that one person can’t do it all. It truly takes a team of specialists to ebb and flow with the various tasks. For example, take the workflow creation of a brochure:

1. Strategist/Manager: Outlines the overview for what should go into the brochure and ensures that it aligns with sales and the voice of the target market.

2. Copywriter: Drafts content for the actual brochure. Content to be checked by the Strategist and Marketing Coordinator for edits.

3. Graphic Designer: Designs the brochure with the final content from the copywriter and takes visual direction from the Strategist.

4. Marketing Coordinator: Reviews the final document and prepares it for print and other useage.

Sure you can have the Strategist/Manager role do all of this, but are they really a copywriter or graphic designer? Do you want your firm to be playing at a JV level or are you ready to kick it up to varsity?

Why should I outsource my marketing?

We know it isn’t realistic for most small businesses to hire a department of 15 people and only use their skills as needed. We also know that most small businesses really need a strategist, copywriter, graphic designer, web developer, search engine optimization expert, public relations guru and more. This is expensive. That is where we come in.

Who will I work with?

When you work with us, you’ll have a marketing manager who will oversee the strategy and work with our team of specialist to execute on all of the tactics. Even better, everything we do is 100% for you. You own all of the content, marketing collateral, brand and more. We treat your work as if it was our own firms. In fact, you might even mistake us as a member of your team.

What do I gain?

We often talk with leadership who are staring down a fork in the road. They can plateau where they are at or figure out how to scale. Just like every business pivot, marketing is an investment. You, however, will gain time, have a professional brand and communications, and a growing pipeline. Like an investment, marketing matures over time. Marketing, especially for professional services firms, takes time to formalize the communications, build trust, attract and convert prospects and regularly be top of mind.

Is it better to outsource my marketing or hire a Marketing Director?

If you’re hard over on bringing in someone in house and taking on the training and overhead costs of an employee, go for it. If you go this route, we advise hiring a director level marketer and budgeting to bring on a specialist for web design, graphics, content creation and so on. You can’t expect one person to do it all and for it to be done right. After all, you know that your business was built on bringing in the right team and network to help you scale. Just like how you scaled your business, a Marketing Director will need the right team of specialist to help further scale the strategy and professionalize the deliverables.

Does it really work?

Building brands and marketing is our thing. We have:

• Taken businesses from outdated brands stuck in the 80’s to making their website their #1 lead generation source
• Helped firms attract and close new business that was once not on their radar
• Helped senior leadership earn back their time
• Moved businesses from being nonexistent on search to being in the top 3 search
• Cut bounce rates in half and increased time on sites
• Helped firms attracted new business online and close business with the right sales tools

We know what it takes to build brands, attract qualified leads, and help your firm climb that next mountain and the higher mountain beyond it.

How do I get started?

We are ready whenever you are. It really starts with a strategy call to understand your goals, challenges, and budget. From there, we’ll put together a customized proposal to start the next step to scale your business. We hope you will you’ll join us for the ride.

Our inboxes: They can be the bane of our existence. But really, inboxes are an opportunity -- an incredible one, in fact. According to research curated by HubSpot, 89% of marketers said email was their primary channel for lead generation.

The community of people who sign up for your email list are giving you special permission; a private invitation into their inboxes. The fact that it’s a direct line for you to develop and nurture the relationships and loyalty that undoubtedly increase referrals and retention is perhaps also why, according to that same curated research, 59% of B2B marketers say email is the most effective channel for generating revenue.

Yet so many small businesses aren’t using their email list to its fullest capacity. When done right, your email list becomes a VIP roster of your most loyal followers -- the followers who are more likely to share your content, become clients, and buy your products.

With that in mind, your e-newsletter should be considered one of your most integrative digital marketing tools, empowering readers to engage. Here’s how:

Step 1: Build a template that gives your newsletter good bones.

Because email is going to be a regular part of your marketing strategy from now on (right?), it’s important that you develop a design template that acts as a foundation for its layout. The benefit of a well-designed template is two-fold: It makes it easier for you to streamline the layout of your content creation, while also making your email campaign visually attractive.

The bones of your newsletter template are the things that every newsletter should have, including a header that easily identifies your brand, as well as a footer that includes social media links, your address, and the option to unsubscribe.

The remainder of your email -- the body -- will depend on what’s important to your readers. Keep them at the forefront: Deliver valuable information that can help them where they’re at. Fun tidbits about what’s going in your business can be interesting, but shouldn’t be the main focus, and should always be put in context of how it helps your audience.

At Out & About, our template includes a branded header, an intro note from our team with the main message of the email, and up to three recent blog posts or articles that we feel tie into the theme and will help our readers. Our social links divide the body from the footer, which includes our address and unsubscribe info.

Knowing what will go into each newsletter helps us plan content out in advance, and maintaining overall consistency helps us test what’s working and what’s not.

Step 2: Keep the entire email newsletter short + simple.

Have you ever opened a newsletter that feels like it’s a mile long? Instead of hungrily devouring its content, it’s all too easy to get overwhelmed by the endless scrolling.

Newsletters, despite best being led by story, aren’t meant to be novels. What worked in the old-fashioned, direct-mail delivery days doesn’t stand the test of time in someone’s inbox.

Consider the 1-3 actions you’d like that one reader you’re writing for to take after reading your newsletter. (Note: In a targeted sales email, you’d be focused on one action, and one action, only.) Build your newsletter around those actions, making it quick and easy to take them.

A quick aside: Still printing a physical newsletter to mail? You can be lax on length -- make it something your reader can dive into over a cup of coffee!

Step 3: Get readers out of their inbox.

Your email exists in a bit of a silo, but you don’t want your reader to. Consider your digital newsletter as a place to sprinkle in “sound bites.”

Our blog posts shared in the O&A newsletter include a small thumbnail image and a sneak peak of the content of each post. This teaser is meant to encourage a click to read more. The goal is to get our reader on our site, where they want to keep poking around to read and learn more.

Your goal might be the same. If shares is the action you’re after, make it easy by providing tools that help the reader sift through information and grab it to share on other platforms.

Step 4: Run your newsletter through this checklist.

The steps above are easy ways to get started in developing an engaging email newsletter template. Before you hit send, though, run your next newsletter through this at-a-glance checklist to make sure you’re crossing all your t’s and dotting all those i’s:

• Have you added photos to make your newsletter engaging?
• Have you split content up with dynamic headlines? (Skimming is the rule these days.)
• Is your content easily digestible? (People can easily read bullets and lists -- like this one.)
• Is your text styled, making use of italics, bold, different sizes? (Contrast helps the eye to identify key messages and information quickly.)
• Have you added teasers of information that link to your site, blogs, social sites, or other sites?
• Do you have a call-to-action that encourages your viewer to take action?
• Have you included your social media, website, and other key links?
• Is your subject line short, sweet and indicative of what’s inside?

Your email newsletter = your best asset

Bottom line, your e-newsletter is a place to garner recognition and loyalty. It won’t happen on day one -- your newsletter is a constant work in progress. There are subject lines to test, different types of content to try out, and various send times to dabble with. But by following key tenets as you test -- building solid bones, leading with story, keeping it short, and getting readers out of their inbox -- you are on your way to a newsletter that doesn’t just sit idle in an inbox and actually works to convert clients.

PS: Adding newsletter content to your website, blog, and social media helps increase the reach of the content as you build your digital footprint.

Have you heard about The Amazing Lamp? The Amazing Lamp is an incredible project that aims to teach young people about mindfulness through a book series, outreach, and education. The project is the brainchild of former Baltimore Raven and NCAA record-holder Prince Daniels Jr.

Prince and his collaborators came to our team looking to redesign their website to streamline and highlight their offerings. Our goal was to elevate The Amazing Lamp brand to raise awareness of what they do and encourage lifelong meditation and mindfulness.

Visit their website to learn more about their first book release, Danny Yukon & the Secrets of the Amazing Lamp and their buy-one-give-one initiative.

There’s no such thing as a boring industry.

Seriously -- from plumbing to pageantry, there is always something interesting to market about the industry in which you work, especially to outsiders. (Just look at what Charmin’s done with toilet paper.)

Believe it or not, financial services is no different.

Yet despite there always being something interesting to talk about, there’s something holding financial professionals back that companies like Charmin don’t have to deal with: strict regulations and compliance requirements.

Fret not, content creators: we’ve heard the concern when it comes to generating interesting ideas for content that aligns with those regulations. And now, we’d like to take that concern off your shoulders, for good.

First: Generate content ideas

The first step in getting past the fear of content marketing is opening the floodgates of potential content ideas. Here are a few steps to get you going in that direction:

1. Pay attention to the FAQs: What questions do prospective and current clients ask frequently? Is there certain information you feel yourself regurgitating over and over? Example: For the third time this week, you’ve been asked about how a certain current event might affect portfolios. (Fun fact: This blog post was written based off a question we got from one of our followers.)

2. Let your current clients/customers do the heavy lifting: Beyond the questions they ask, pay attention to conversations to pull out feedback about your services, as well as fears and concerns. Example: Your customer just expressed how great it is that your team serves as volunteers in your local community.

3. Capture phrases from your clients’ vernacular: As your clients ask questions and pose suggestions, pay attention to the words and phrases they use when sharing those questions, suggestions, fears, and concerns. Example: You’ve noticed your millennial clients  consistently mentioning “crowdfunding their business idea.”  

Our cup runneth over! The new year has been good to us. Over the past few months, we've added to the Out & About Team, worked with some incredible clients, and rolled out a shiny new website that we’re super excited about. With our new website, our goals were:

• Shine a light on the people who make everything happen behind the scenes, our amazing team!
• Highlight work we’re proud of by building out a richer portfolio.
• Create a hub for resources and galvanize professional services providers.
• Sprucing up our visual feel to better reflect our love of getting out there and being social.

There's more to come, so stay tuned to hear more exciting news on the horizon. In the meantime, take a look around our spiffy new website, drop us a line to let us know what you think. We can't wait to hear from you.

If the phone rings during dinner time, there’s no doubt you’re still thinking the same thing you were 10-15 years ago: telemarketer.

Those cold calls have evolved into cold emails, but they still retain one key characteristic: they’re cold. Meaning the person targeting you with that message hasn’t done much to identify whether or not it’s a message you want to hear, and they’re going for second base without ever having asked you out on that first date.

And that, small business owner, is a big no-no. (Even in the world of online dating.)

Enter the solution for small business marketers: Inbound marketing. It’s not new, but it is finally getting the attention it deserves.

Old school outbound marketing

Okay, it might be too soon to dub it old school, but when you think outbound marketing, think traditional: cold-calling, print ads, TV and radio advertising, direct mail, and trade shows.

The gist of outbound marketing is that you, the business, initiate a one-way conversation that communicates a message to your audience.

As Rick Burnes put it in this classic HubSpot article, outbound marketing often means using “techniques that are poorly targeted and interrupt people.”

Even with that rave review, we aren’t so quick to kick it to the curb just yet. Outbound marketing found its ground traditionally for a few reasons:

• Outbound marketing tactics are easy to create. Easy to create means easy to start.
• It’s measurable. Setting realistic goals is possible because predictive analytics exist, and are often decently accurate because there’s little that hasn’t been done before.
• You have control. Outbound tactics are typically directly connected to specific results. You pay to put a print ad in a Meredith publication, and Meredith will deliver X amount of leads to you at the end of the campaign. Straightforward.

Of course, outbound is earning its current reputation for a reason, because it does inspire quite a few cons -- here are a few of the big ones:

• You can’t guide the buying cycle. While you might be able to target on certain demo- and psychographics (Meredith publications = women decision makers, for example), there’s little you can do to target where they’re at in the buying cycle. Are they in desperate need of your service, or are they still unaware they have a problem? This uncertainty leads to our next con...   
• Lower conversion rates. A one-way conversation means little-to-no value-added information beyond the initial message, resulting in lower conversion rates. According to Search Engine Journal, SEO (an inbound tactic) leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.*
• It’s expensive. The average company saves $20,000 per year by investing more in inbound marketing vs. outbound. What could you accomplish with an extra $20K in your operating budget?

*If you’re looking to fully nerd out over marketing statistics like we do, here’s a great start. A well-deserved h/t to HubSpot on their intuitive data gathering.

From out to in: What’s behind the fuss of inbound marketing

Another way to think about outbound marketing is push marketing: You’re pushing your message on people, who may or may not need or be ready for your products and services.

The natural opposite of that? Pull marketing, which is where we find inbound: a “strategy used by marketers to generate the attention of customers that are actually in need of your business.”

In other words, customers come to you. Common inbound marketing tactics include content marketing, search engine optimization tactics, and social media.

In fact, content marketing is at the heart of all of the above (think: blogging, video marketing, ebooks/whitepapers, and much more), which, according to Demand Metric, generates three times as many leads as traditional outbound marketing, but costs 62% less.

Triple the leads at 1/3 the cost? Yes, please.

Here’s why inbound marketing tactics work:

• Communication is interactive. Social media is inherently that: social. The same goes for content marketing, in general. Sharing content inspires conversations, and naturally leads to follow ups.

• You can guide the buying cycle. With content, SEO, and social, you can intentionally choose social channels and different types of content to influence people at certain stages of the buying cycle. At the beginning of the cycle? You’d likely put more into educational content. Further along? Conversion becomes the goal, and your keyword strategy, content creation, and delivery should be catered to that. Essentially, with inbound, you have the opportunity to meet potential clients where they’re at as they move through the buying cycle.

• You can measure, iterate, and increase effectiveness. While you can’t fully control results, you can measure progress and iterate based on the results of those measurements. Unlike changing a print ad, implementing changes to inbound tactics tends to be easier to do. After all, a blog can always be edited.

While technology is empowering us to block/skip/ignore push tactics, your customers are seeking out the pull tactics. SEO is based on what your customers are searching. Content is based on what your customers are asking. Social media gives you a delivery mechanism with unlimited reach potential but the ability to target on such tight niches that leads are naturally a higher quality.

Of course, inbound marketing doesn’t come without its own challenges:

• Results can take a while to show. SEO experts will be the first to tell you that a strategic search strategy won’t show results overnight. Content marketing will help build organic SEO, but not in a week. With advertising, you can hit the switch and see it go, but what’s lacking is the gradual building of your digital footprint.
• You can’t control it. Because inbound marketing depends almost entirely on your customer (and we all know customers can be fickle, as much as we love them), it’s tough to control the outcome of certain efforts.
• It’s difficult to predict. Lack of control means a lack of ability to predict. Also, so much of inbound is still developing, that you have the ability to influence it more than you have the ability to predict it.

Inbound versus outbound: What’s right for you right now

So, the question remains -- what’s right for you right now? Let’s split you into two camps:

Short-term, immediate results: If you’re looking for instant results that may or may not show a return on investment, you might want to try out strategic outbound marketing tactics.

Long-term, consistent results: If you’re in it for the long run, already have a developed sales cycle, and are committed to educating your potential consumer, inbound marketing is more up your alley. It takes prolonged effort, but carving out an impactful digital footprint takes time.

At Out & About, we place the focus on inbound marketing because we’re out to help you build that long-lasting digital footprint. Can outbound be sprinkled in there? Of course, but a smart marketing strategy is focused on education driving awareness, resulting in higher quality leads.

Found vs. finding; hunted vs. hunting

We help small businesses think different when building solid campaigns that support ongoing growth. Making it about being found versus finding means taking the onus off your limited resources, and making the most of what you do have: strategy and smarts.

Inbound marketing is a marathon, not a sprint. Scary? Sure. But how do you complete a marathon? One step at a time. Those little steps add up quick when you’re building what will eventually become your overall digital footprint. Make it the footprint you can be proud of in the long term, as your business thrives from the right people being able to find you at the right time.

PS: Wondering what you should budget for strategic marketing? We tell all here.

Sales and marketing are two peas in a pod. The Sales & Marketing Leadership Alliance (SMLA) aims to put sales and marketing professionals side-by-side at the same table to learn how to grow their businesses. The mission is simple – to bring sales and marketing leaders together, to enhance their productivity, build stronger bonds, leverage best practices and ultimately increase sales and enhance brands.
The SMLA recently launched their new website designed by Out & About. This redesign prominently features partners and sponsors, streamlines website upkeep, and offers a brand new members-only area. Being enthusiastic members of the SMLA ourselves, we’re thrilled with the new features.
Want to learn more? Join us for an event in San Diego or Orange County!

We’re not marketers keen on spinning stories. Getting to the core of who our clients are is key to elevating their brand and building authentic relationships with their clients and customers. We developed the WorthPointe Wealth Management’s digital strategy in alignment with who they are as a company: knowledgeable, innovative, and accessible. In collaboration with WorthPointe’s incredible, multi-city team of CERTIFIED FINANCIAL PLANNERS™, we helped them tap into their deep well of financial expertise and deliver that knowledge to their clients via blogs, videos, social media, press features, e-books, and more. It turns out we’re not the only people jazzed about our digital marketing work for WorthPointe; we recently won a Gold AVA Digital Award! Visit worthpointeinvest.com to see our work in action.