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

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People are increasingly choosing the Internet as their preferred method of finding products or services they are looking for, rather than more traditional sources like radio, television or even print media. So, it makes sense that the Internet is becoming a more popular platform when it comes to advertising, too. As online searching becomes more widely used by consumers, PPC, or pay-per-click advertising, is becoming the new norm for marketing.

PPC is the most effective way to get your business seen by the right people when they’re looking for the products or services specific to your business and location. This shift from traditional media to the Internet as a marketing platform poses incredible advertising opportunities for local businesses, especially for those smaller budgets not large enough for traditional advertising.

Here’s why PPC advertising is better for local businesses than traditional advertising.

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This is something we explain to our clients time and time again. We understand that Google is a tricky business, and it’s ranking system doesn’t always make sense to those who aren’t involved in digital marketing. That’s why we make it our goal to explain those first page results, as well as how a marketing strategy can help your website rank higher.

Here’s how Google ranks content on the first page, and how to work your way up there.

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Have you ever gotten a positive review from a customer and not known how to respond? When it comes to managing your business’s online reputation, it can be difficult to know how—or if—you should respond to customer reviews. Some businesses tend to only respond to negative reviews or not respond at all. However, the rule of thumb to abide by when you see an online review of your business is to always respond to your customers.

Previously, we’ve discussed the proper way to respond to negative reviews online , which is tricky and requires a very calculated response. While responding to positive reviews isn’t quite as difficult as reaching out to a dissatisfied customer, it still requires acknowledgement and appreciation. Here’s how to craft the best response to positive online reviews about your business.

By Jackie Petre 24 Aug, 2017

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

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In recent years, many small businesses--especially those that use a scheduling system of some sort—have started utilizing SMS (short message service, aka text messaging) as a form of marketing and communication with clients. SMS marketing is an immediate form of communication that has the capability of reaching a largescale audience within seconds, something that emails and phone calls can’t compare to anymore. And with 75% of millennials in a recent survey choosing texting over talking, it makes sense that SMS marketing is a tool small businesses need to start utilizing.

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Anyone who runs a Google My Business account —which should be all business owners—can access this feature and create a mini site in as little as ten minutes. Plus, everything is done through Google, so when you make a change to your local listing, such as updating business hours, the changes will automatically be updated on your website, too. For a small business owner, saving valuable time like this adds up.

Sounds pretty great, huh?

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When it comes to your company’s online presence, your website can go one of two ways: either it can help your business, or it can hurt your business.
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Here's how you can create the perfect call-to-action that will have consumers off your site and in your office. 

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