Marketing Power & Insights From Our Intern Brittany

2017-09-07

It’s an amazing thing when a University education meets real world experience. This summer I had the incredible opportunity of interning at PMD, and as a McMaster University Communications and Multimedia student it was the perfect place for me to emerge myself into an industry I’m passionate about and soak up all the knowledge I could get my hands on. I expected to learn a ton, but reflecting on my time at PMD I realize how much my skills and knowledge really grew.

I have learned a ton from my University education, but there are certain things I wouldn’t have been able to learn without interning at PMD. This experience has opened my eyes to so many things, but there are 3 major learning lessons that I know I will apply every day in my future career.

  1. It’s all about the people.

Connections and community, that’s what its all about. I’ve found this in both building meaningful connections with clients and with consumers. Marketers are simply bridge builders, connecting people who are interested in something to those who are providing it. The more connections that are built the bigger the community grows, and a growing community of people sharing their passions is the goal. In order for this growth to happen, a connection between client and consumer has to be built.

A huge factor in helping a connection between client and consumer grow is having an existing connection between the marketing team and the business. I can’t imagine how much valuable knowledge would be lost if we didn’t have intentional conversations with clients about the industry they’re passionate about. If building a community based on shared interest is the goal, it only makes sense that the marketing come straight from the source of passion. The businesses are the ones that are the experts about what they’re selling, the marketers are the ones connecting the community. There’s a lot of brilliant ideas and skill that fuels effective digital marketing, but what I’ve seen at the root of it all is building meaningful connections.

  1. There’s more to it than a great design.

As a fine artist and someone who’s always had a love for graphic design, I thought I would be learning about how to build great looking websites and social media presence. A great looking digital presence is what its all about, right? Wrong. Design is a key part of it, and I’ve loved seeing how ideas have evolved into beautiful masterpieces, but there’s so much more to it.

When it comes to social media, a connection is built on being resourceful. Sure having a great looking page and offering services is all important, but no connection can be built on a one sided relationship. It’s all about what the business can do for their customers, not the other way around.

In the world of websites, I’ve found that there are three things that get overlooked too often: quality content, SEO, and call to action. Simply put, quality content is the foundation to any quality website. An important reason as to why that is supports my next point, Search Engine Optimization (SEO) is key. The structure of any website should be built around internal and external factors that boost search engine ranking. You could have an awesome looking dance studio website, but if when people type in “dance studio Peterborough” you appear on page 5 of google, you miss out on a huge amount of people that are looking for businesses like you.  My experience at PMD has really opened my eyes to how often this happens. Finally, call to action. If the purpose of your website isn’t clear, you could be driving people to your website without gaining business because there’s no clear path to take action. If growing is the reason a business’s website exists, it makes so much sense to me that driving people to it and making the follow through as clear as possible should be at top priority.

Even when it comes to a graphic design, there’s so much more to it than the visual product.  The words, the messaging, the call to action is all important. I exercised my creative mind and visual eye over the course of my internship, but thinking logically and critically proved to be just as important.

  1. The Learning Never Stops.

Working in marketing means staying up-to-date. Everything is always changing – the world, people, and technology are evolving quickly and marketing is all about staying in touch with the changes to be effective now. Even over the course of the 4 months that I have been at PMD strategies and digital tools have constantly been changing. Although I step into my next chapter with a significantly larger knowledge of the current state of digital marketing, I know it doesn’t end here. A huge part of my future career will be consistently staying open, flexible, and adapting to constant changes. Not only staying open to the changes, but making a point of seeking them out. As a student I’m always eager to learn, but I realize now that my openness to learn will only get stronger living in a fast-paced world.

I’m so grateful for what has been an incredible learning opportunity these past 4 months. I feel so lucky to have been able to learn from what I truly believe to be the best in digital marketing, a team of brilliant/innovative/creative minds and just all around great people. I’m so excited to take all the knowledge and skills I have grown and apply them and build on them (especially being extra knowledgeable in my fourth year seminars).

Thank you PMD for an amazing experience!

Rockin Testimonial

2016-09-28

This is music to our ears. We look forward to more groundbreaking success!

We strongly recommend the services of PMD

In the past, we had used Yellow Pages for our website and marketing services. I wasn’t convinced we were getting value and the costs were significant. Our site wasn’t mobile phone friendly and it just lacked any real personality. I felt we could do better.

After meeting with Ken and the team at PMD, we were confident that they would be able to assist us in achieving our goals. PMD worked hard to get to know us, our business and our competitors. They delivered us a creative, innovative, mobile friendly website that was extremely well received by our clients. They then began a targeted on-line marketing campaign. The phones haven’t stop ringing since.

Since working with PMD, we’ve had our best year ever and our sales are up approx. 15% over last year. I simple can’t say enough positive things about the team at PMD. They delivered on time, on budget and made sure everything was done to an exceptional standard.

We will continue to use the services of PMD. They are professional, easy to work with and provide excellent customer service. We highly recommend Promotion Marketing & Design to all local businesses.

— Mike & Meloney, www.millerpestcontrol.ca

How to Create a Digital Marketing Strategy

2016-08-16

People are spending more and more time on the web, which has led to a dramatic shift in the way local businesses distribute their budgets. It’s no surprise that business owners are realizing digital marketing can make a large impact with a small budget. But for many businesses, getting started with digital is the hardest part. Creating a strategy is the best way to get the ball rolling!

Follow this 5 step process to create a digital strategy for your business.

1) Define Your Target Audience

How old are they? What location do they live in or spend most of their time at?

What forms of social media are they using most?

Thinking about these things now will increase your digital marketing campaign’s success tenfold!

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2) Establish Your Goals

What types of things do you want to accomplish with digital marketing? Common goals include:

  • Increase overall brand awareness
  • Build your following
  • Boost your online search result ranking
  • Drive more people to contact your business
  • Increase online sales

Setting goals will determine the best plan of action for your business.

3) Set Up Website Analytics

Did I lose you? Hold on, I’ll explain! This is how you’ll measure success and determine whether you’re getting the most out of your budget. The first step is to find out if your website is using Google Analytics. Email your web developer and ask to have access, or set it up yourself. 1 year from now you’ll give the person beside you a big high five for getting access, trust me!

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4) Get Creative

You need content to share. Based on the goals you’ve established for your campaign, start thinking about what you want to put out there for your audience to see. The key to creating long lasting value with digital marketing is to always drive traffic back to your own website. Your content should be published on your own site in the form of a blog post, landing page, event calendar, sign-up form, infographic, meme, the list goes on….

 

5) Choose Your Marketing Channels

So you’ve already defined your audience and started planning out the creative for your digital campaign. Now you need to put together your plan of attack. How and where do you want to share your content?

  • Social media
  • Banner advertising
  • Youtube pre-rolls
  • Google AdWords
  • Local influencers
  • Remarketing

Stick To The Strategy

It’s your marketing play book. If you complete the 5 steps listed in this article, you’ll be on your way to success on the web. Digital marketing doesn’t have to have a dark cloud around it – your new digital strategy will help make everything clear. If you’d like to learn more about how to implement your strategy and reach your goals on the web, please feel free to contact us for more info.

Big Ideas are Simple Ideas

2016-08-05

Creating effective advertising is no easy task. Businesses fail at it all the time.

The best marketing ideas are always the most simple.

One core concept that works across any type of media and defines a brand’s personality –> That’s what makes great advertising.

Newcastle Beer’s “No Bollocks” campaign is a good example of a very simple idea that helped sell a ton of products (and make a lot of people laugh).

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Just because an idea is simple, doesn’t mean it’s easy to come up with. But that doesn’t mean small businesses can’t hatch a marketing idea just as good as the one above.

Better Late Than Never: 5 Reasons to Start Selling Online

76% of Canadian Households are Shopping Online

That’s a lot of people! Getting started with an online store is easier and more affordable than ever before. For small to medium businesses, massive growth and success on the web is within arms reach.

1) Stay Open 24/7 Without Working 24/7

Sales can be made at anytime. Go to your kid’s baseball game, have a nap, go camping. Your online store will keep doing it’s thing!

Make sales while toasting your marshmallows.

Make sales while toasting marshmallows.

2) Make it Easier For People to Buy Your Stuff

You’re probably using social media and other online tools to reach your audience. Instead of relying on your customers to come into your store, make it easy for them to buy your products with an online store. Promote your online shop through social media and turn passive internet browsers into customers.

3) Good Product Reviews (The Online Version of “Word of Mouth”)

Word of mouth is one of the, if not, the most powerful forms of marketing. If your quality is good and service is great, people will talk about it. This applies on the web as much as it does on the street. Building up positive online product reviews will do nothing but boost your business. Not only will more people buy your products online, in-store purchases will increase, too.

“Consumer reviews are 12 times more trusted than product descriptions.”

4) Go Global

Without the confines of brick and mortar, you can sell your products to whoever and where ever you like. The tools are available to ship your products where they have to go. Selling across the globe is no longer reserved for big corporations and industry giants. Small to medium businesses can play the same game using a well thought out ecommerce and marketing strategy.

5) Capitalize on Holidays & Special Events

Holiday online shopping is huge in Canada! Many people prefer to do their Christmas shopping in their PJs at home, instead of dealing with the massive line ups and crowds that seasonal shopping bring out (me included). If your products are not available to order online during the holidays, you’re missing out on a massive number of potential customers.

online-shopping

If you would like to learn more about online stores and how much it costs to get set up, contact us.