3 Steps You Need to Know to Achieve Marketing Success

  • By Jackie Petre
  • 24 Aug, 2017

The 3 A’s of Marketing 

The famous ‘three A’s’ have long been a psychological approach to dealing with a problem, typically when it comes to addiction or criticism. However, we have found that the 3 A’s can also be applied to digital marketing as a way to test, measure and achieve your success.

In the marketing industry, the three A’s allow you to try out various strategies and compare the results at each stage. In the end, the campaign that performs the best at all three levels is ultimately the one that you should continue pursuing.

When it comes to creating goals for your marketing strategy, these are the three golden A’s to abide by:

  1. Awareness
  2. Acceptance
  3. Action

Before You Begin

Ask yourself: what do you want to accomplish with your marketing strategy? Is it getting the word out about your company? Is it getting people more comfortable with your services or brand? Or is direct action—calls, emails or purchases—your priority? Whatever your goal is, these are the steps that will get you to where you want to be.

Here is how to use the three A’s to achieve marketing success in three easy steps.

1. Awareness

The first step in a successful digital marketing strategy is growing your awareness. This is the starting point for any company doing a remarketing campaign. Awareness is essentially getting your name out there in front of people, making them aware of your brand and services. You want your name to be recognizable and familiar.

Goal for awareness: The goal for spreading awareness is earning a higher number of impressions and views. The more impressions you are getting, the more people are seeing your name and becoming familiar with your brand. If you are running multiple tests with different text ads, whichever has the highest impression score will be your best bet moving forward.

How to drive awareness: There are several ways how you can increase awareness of your brand in the digital space:

  • Remarketing Ads
  • Display ads
  • Branded Text Ads
  • Video Ads
  • Email Marketing

How to measure awareness: in all fairness – awareness is one of the hardest things to track. However, online advertising platforms allow to track impressions and views . The more impressions you have received – the more people you have reached.

Eventually, these impressions will turn into clicks, downloads, or clicks. This will indicate that people are now are approving of your brand and are in the acceptance stage.

2. Acceptance

So, your audience is aware of you. The next step is achieving acceptance, which is primarily about getting your audience familiar and comfortable with your brand. You’ll need to be in front of their faces in a variety of ways, driving the point home that you are a knowledgeable, trustworthy and qualified company.

Goal for acceptance: While the goal for awareness was increased impressions and views, the goal of acceptance is to drive engagement and grow your click-through-rate (CTR). With basic analytics tools, you can see how many people saw your listing (or social media post, email, etc.) vs. how many people actually clicked on it.

The bad news is that your click-through-rate is always going to be low when it comes to remarketing; however, the good news is that this is totally normal, and you shouldn’t worry about it. In fact, 1% is actually a very healthy CTR. The people who have moved from awareness to acceptance are the ones who are engaging, clicking and driving legitimate traffic to your site, and that’s who you should focus on moving to the next step.

How to drive acceptance: One way to accomplish this is through engagement. When you can get your audience to move from awareness to acceptance, you’ve managed to win their trust on a basic level. You’ll see this when customers start connecting with you in various ways, including:

  • Interaction on social media
  • Watching your videos
  • Sharing your content
  • Subscribing to and opening emails

How to measure acceptance: Depending on the method you are measuring, there should be settings within the program or social media platform to track the number of shares, clicks and views that particular page or post had. Documenting these results in a file and comparing results week after week will show you if your acceptance rate is increasing, decreasing or staying stagnant. Then, adjust accordingly.

3. Action

The final stage in a successful marketing strategy is action. Getting consumers to commit to taking action means you have to be in front of them when they are searching. Paid text ads, prominently placed organic results and local listings will all help people get on your site, but do not guarantee they will bite. Action is driven by a well-designed website with the target audience in mind.

Goal for action: The goal, obviously, is getting viewers to take action, therefore growing your client base. This is most likely in the form of phone calls and email sign-ups, committing to your services. Hopefully, this leads to a return on investment in your marketing budget. Action is not possible without first achieving awareness and acceptance, making all three steps equally important.

How to drive action: While different niches have their own “selling points,” there are several common things that make taking action much easier for the user:

  • Have a phone number that is prominently displayed , so they don’t have to search for it
  • Make sure your website is easily navigable for mobile devices , where many people do searching
  • Have a clear call-to-action that motivates them to buy in
  • Provide proof of professional accolades , such as affiliations, reviews or awards
  • Ensure that your website has a logical flow that will make it easy to use

How to measure action: Measuring action is the simplest of the three A’s, because you simply have to keep track of the number of leads your business gets from your marketing efforts. This can be the number of calls you received, appointments booked or online forms filled out. You can either track this by hand, or you use Google Analytics if you set up call tracking . Any way you are seeing business come in from your marketing campaign means you successfully accomplished the action part of your plan.

Apply the 3 A’s to Your Marketing Strategy

Thinking through your marketing game plan is essential to success, and setting up clear goals for each of these stages is ultimately what will get you there. When it comes to creating and running a digital marketing campaign, try using the three A’s to do it yourself and adjust accordingly. Of course, we also recommend letting the experts—like us at Locallogy —handle it for you while you focus on your business.

The Science Behind Digital Marketing

By Jackie Petre 17 Nov, 2017

If you’ve ever read content on the Internet—a blog, product pages on Amazon, instructions on how to tie a tie—you know that visuals are essential to keeping you on the page.

So as the manager of your website, you realize just how important images are to keeping your visitors engaged and interested in what you have to offer. For product- or service-based businesses in particular, quality images can be the difference in total success or total failure of your site.

But did you know that images can do a lot more for your webpage than just supplement your content?

That’s right. Your images, just like your content, can be optimized for SEO benefits, making them more search-engine friendly. Optimizing your images for SEO benefits will give your page an added boost by including more keywords and giving Google more content to rank in searches.

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Getting customers to leave you reviews is one of the most important marketing strategies you can use. You know it. We know it. Let’s move forward.

Many businesses have reviews all over the Internet, from Yelp to Facebook and everything in between. But what’s the point of having an abundance of solid reviews if potential customers aren’t seeing them at the right time—when they’re on your site looking at your services? We fully believe that all business owners should display their reviews on their website in a way that proves your reviews are legitimate.

Our solution: an online review presenter.

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The digital world is constantly changing. Every day, programs are updated, trends shift and Google edits its algorithms. With so many frequent changes, anyone who wants to maintain a successful online presence—like all digital marketers—has to keep up with the trends. Even the experts have to stay on top of their game if they don’t want to fall behind.

Several months ago, we published an article that explained why it’s crucial that your website is optimized for ‘near me’ searches. For example, instead of searching for “flower shop Cleveland, Ohio,” more searchers were replacing the location name with “flower shop near me.” It provided more accurate results based on the user’s physical location, rather than the broad location.

By Jackie Petre 27 Oct, 2017

A lot of people fixate on being the number one result on Google. It’s easy to understand why; those number one results are often the first links we click on when doing a search. After all, Google puts those results at the top of the page for a reason, right?

Many times, Internet marketing performance is solely judged by rankings and how high you can get on Google. But contrary to belief, this is not the best way to measure your return on investment. There are other metrics that will tell you way more about the success of your campaign’s performance than just the average position.

By Jackie Petre 18 Oct, 2017

We’ve discussed how important it is to have reviews of your business on your website, and you know that reviews can have a positive effect on your business. But the more difficult part is figuring out how to get clients to leave reviews in the first place. Where do you start? How do you get people to only leave positive reviews? It might seem like a tricky business—and we’ll admit, there is a formula to it—but getting clients to write reviews isn’t as hard as it sounds.

Here are five easy steps you can follow to motivate your clients to leave a review of your business.

By Jackie Petre 02 Oct, 2017

When making any important decision, it’s important to weigh your options. In the case of creating a new website, the advantages that come with each option can be a major determinant in which website platform you decide to go with. In our two recent blogs detailing the Locallogy Rapid Platform , we’ve covered what exactly the service is and the functional features that you have access to as a user. Now, we want to tell you about the advantages to using our website platform.

In addition to having a cost-effective, customized website built by our team of professionals, you’ll experience a number of management advantages that help your website run faster, safer and smarter.
By Jackie Petre 02 Oct, 2017

We recently unveiled the Locallogy Rapid Platform , our newest web building service that allows you to have a cost-effective website created for you by our team of digital marketing experts. It’s the best way for your small business to quickly get a customized website without paying top dollar to have your site maintained by the professionals who are creating your site.

So how do we offer such a quality service for a low monthly price? We’ve built in a variety of great features that let you directly manage your website so you can quickly and easily make edits without crashing your own website.

Once your website is up and running, there are a number of helpful features that make editing and using your site easier on both the backend (what you can edit) and frontend (what visitors will see). From choosing your own color scheme to previewing capabilities, these features work together to create a flawless user experience.

These features all boil down to three specific functions that are crucial for any website platform: customization, usability and responsiveness .

By Jackie Petre 02 Oct, 2017

When it comes to building a website for your business, you typically have two options: invest in a high-end, custom-built website made by digital marketing experts, or go with the cheaper option by using a content management system like WordPress or Wix to personally manage your site on a template platform.

For some businesses, a website fully designed from scratch is the best option. It gives the business owner the ability to customize every last detail, down to the coding on each page. For others who don’t need a complex site, a simple CMS that allows content to be easily managed will suffice. But for many businesses, neither of these options are exactly what their looking for, which is something in the middle. Something that allows for a customized website built by professionals at a fraction of the cost of a full website design.

Something like the Locallogy Rapid Platform.

By Jackie Petre 26 Sep, 2017

Video content is taking over the Internet. Several years ago, the place you were most likely to find this kind of content was YouTube, where you could look up any kind of funny, instructional or music video imaginable. Today, you can find Internet videos everywhere you look: Facebook, Snapchat, Instagram and news network websites. And according to data, it’s a trend that’s not going away.

In a recent visual networking report done by Cisco , it is estimated that global “video traffic will be 82 percent of all consumer Internet traffic by 2021, up from 73 percent in 2016.” So it’s no surprise that businesses have been jumping on board in an effort to keep their audiences’ attention and create content that has more share potential.

Incorporating videos onto your site might seem like something that doesn’t apply to a service-based business like yours. But visuals are a pretty powerful tool when it comes to getting (and keeping) the attention of your customers. Yes, images are crucial to a successful business website, but customized videos are a more engaging way to showcase your products or services. In fact, it’s something we use as a marketing tool for our customers.

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We’re all familiar with the concept of saving the best for last. But when it comes to the content on your website, your approach should be the exact opposite. You may not realize it, but the order of your content often determines the rate of conversion your website sees. This concept is known as content hierarchy. Whether you’re a business owner who is creating services pages on your website or you’re just running a personal blog on the Internet, content hierarchy is something that affects the success rate of your web page.

Let’s start at the beginning.

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