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Blog, Marketing

The Power of “Cost Per Acquisition”

August 16, 2017 • By

A range of metrics can impact your marketing strategy and how you run your business (and we have done a few blog posts on this topic), but few metrics are underestimated and underutilized as much as cost per acquisition.

Cost per acquisition (CPA) is how much your business spends, on average, to acquire a customer. When you define this metric, you can use it to optimize multiple facets of your business. If you run your business without knowing your CPA, you might be missing significant revenue and growth opportunities.

Before we get there, let’s talk about how to calculate CPA.

Blog, Marketing

How do you judge the ROI of your marketing tactics?

July 17, 2017 • By

We recently asked our social media followers if they had any questions about marketing or business growth, and we got multiple questions revolving around the same core subject:

How do I know which parts of my marketing are really working for my business?

This question can seem simple, but the implications are far-reaching. When we work to tie specific results to individual marketing channels, we are actually answering multiple questions at once, and all of them are useful and important. When you look at your marketing, you ultimately want to know:

Blog, Marketing

Goal-Tracking is Vital for Your Ad Budget

June 19, 2017 • By

Over the last few years especially, I’ve had a specific kind of conversation with multiple business owners. They were running expensive display advertising campaigns (think banner ads) that netted them hundreds of thousands of impressions a month accompanied by at least a few hundred clicks.

On the calls with these vendors, the ad managers would walk through a simple report, praising how much traffic the campaign generated and how far above the average industry standard metrics their campaigns were.

The problem was the business owners either weren’t seeing an increase in new business from their website or they weren’t sure how to attribute the business they were getting. Was it from the website or from one of their other marketing efforts?

Blog, Marketing

Free Workshop: 8 Web Best Practices for Small Businesses

January 30, 2017 • By

I’m excited to announce a Best Practices Workshop that I’m presenting in partnership with RedTree Web Design in Pittsburgh. I’ve been working with RedTree a lot over the last few years, and I’ve learned a great deal from their team in terms of design and user experience that has changed how I think about online experiences and engaging new prospects with digital content.

RedTree is active in the Carnegie, PA community and is giving this workshop as part of a Carnegie Chamber of Commerce initiative to support and strengthen local businesses. I’m hopping in to talk about things like email marketing and social media marketing, and I’ve been given the greenlight to invite attendees from outside of Carnegie.

In this workshop we will cover:

  • Email marketing
  • User experience
  • Social media marketing
  • Brand consistency
  • Lead generation

And the important details:

  • 3rd St. Art Gallery, Carnegie, PA
  • Thursday, Feb. 16 at 6:30pm
  • The workshop is free

Register today to save your seat!

Blog, Marketing, Podcast

Poop Jokes and Your Brand – Marketing with Marshal and Meesha Ep. 16

November 11, 2016 • By

The challenge of bringing an innovative product to market is that your target audience might not immediately see the benefit. They don’t realize that they had a problem, so they are not open to pursuing a solution. It’s a weird problem for a brand to face because simply telling people that your product exists probably won’t win them over. You have to get their attention and educate them.

In this episode, we kickoff with a discussion of Squatty Potty and use their store as an example of how you can lead your marketing with education and thought leadership. If done successfully, the end result will be more engaged customers and a powerful brand.

About the Hosts:
Marshal Carper is a content marketer and founder of Carper Communications. Learn more about him and his work at marsh.al
Meesha Gerhart is a designer and founder of RedTree Web Design. Learn more about her and her work at redtreewebdesign.com/

Song rights:
“Final Battle of the Dark Wizards” Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 3.0
creativecommons.org/licenses/by/3.0/
2 Men Blues by Stefan Kartenberg (c) 2015 Licensed under a Creative Commons Attribution (3.0) license. dig.ccmixter.org/files/JeffSpeed68/51636 Ft: Admiral Bob