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Word-Of-Mouth Marketing Case Study: St. John’s Lutheran Church

What do you know about word-of-mouth marketing? Check out the word-of-mouth marketing case study by Paragon Marketing Group below, featuring St. John’s Lutheran Church in North Prairie, Wisconsin.

History

St. John’s Lutheran Church in North Prairie, WI has been a staple in the community since 1887 when the church was built. Over the years the church has served the city and surrounding communities in a variety of ways. One of which is the creation of a Preschool and Daycare (PSDC) over 34 years ago. Since that time, the teachers and aides have seen thousands of children come and go through the doors. There have been many changes over the last five years in the PSDC; keeping steady and growing enrollment of children in the program has been a struggle. The numbers have been declining over the years with increased competition and advancement in the public school system. Unlike many public programs, St. John’s roots its curriculum in the teachings of Jesus Christ and the Word of God.

Issue

St. John’s Church PSDC has been leaning on solely word-of-mouth advertising and has not done any substantial promoting over the years. There is no real online presence in any way; therefore, no one truly knows about this part of the church unless they happen to drive through North Prairie. The PSDC has made a few social posts here and there with a limited budget for event advertising. The goal for preschool enrollment for the 2021/22 school year is minimally 42 students. The busiest time for enrollments is usually July to August as the final push for the September start date. The Board of Directors and the Director of the preschool and daycare set this number.

Solution and Results

After an analysis, we discovered there was no Google My Business for the PSDC. Reports suggested that ads through Google would be seen significantly higher than expected for the targeted demographic and geographical locations. The website’s page level SEO was adequate but would over time need adjusting. Finally, Facebook and Instagram social media platforms seemed to be an obvious well of possibilities.

The solutions implemented for the PSDC were aggressive Google Ads and Facebook advertising campaigns. We targeted the Google campaigns to the communities surrounding the school in a 10 mile reach. Likewise, Facebook and Instagram had the same geographical reach. We targeted parents and grandparents caring for children in a daycare age group. The results of the Google campaigns over the course of 95 days, ending in June 2021, were the following: 83,700 advertising impressions with 1,630 clicks, 137 calls, and 304 location actions. Facebook campaigns ran for 40 days with an ad impression reach of 5,485 and clicks of 85. The total ad spend between both of these campaigns were approximately $1,450 dollars.

The results for enrollments have been remarkable. Since the start of the campaigns through June 2021, the PSDC has a total of 32 students enrolled in the program for 2021/22 with a few months left of enrollment. They have new appointments scheduled for walk-throughs on a daily basis, and they may submit 8 enrollment packets for consideration. Due to the aggressive campaign, the results and trends point to the minimum thresholds being met for the upcoming school year. The campaigns helped with building their brand and bringing this highly respected institution to the forefront of the area’s schools.

4 Ways Event Hosting Can Benefit Your Business

The sun is shining, the birds are chirping, and doors are opening! If the last year and a half has taught us anything, it’s to appreciate quality time with those who matter. That’s why now is a great time for event hosting. It will not only benefit your business, but also bring enjoyment to your customers. The best part is, you don’t need to have a huge marketing budget to plan the occasion.

How Will Your Business Benefit from Event Hosting?

Here are 4 reasons event hosting can benefit your business today:

1. Provides Opportunity for Customer Interaction

According to a Salesforce Research study, 89% of consumers are more likely to make another purchase after having a positive customer service experience. Think about it, are you more likely to purchase from a company with whom you have a personal relationship? Or from a company that didn’t make an effort to connect with you at all? When you establish that connection with consumers, you have the opportunity to create future marketing campaigns they’ll want to attend.

By hosting in-person events, you have a wonderful opportunity to get to know your customers on a personal level with face-to-face interactions. The event doesn’t always have to be extreme and out of the box. It could be a coffee and donuts, a table at your farmer’s market, or an event with pizza and beer.

2. Builds Brand Awareness

Face-to-face interactions help boost your customer retention rate which can help with your brand awareness. Regardless of the event type, ensure your business’s logo, brand colors, and apparel are visible and accessible. By plastering your logo on a banner for the occasion, your customers become comfortable and familiar with your brand. Don’t be afraid to bring pens, tote bags, stickers, or whatever else has your company logo to give to consumers.

3. Generates Publicity And Leads

Hosting in-person events can help attract people outside of your customer base which can help you gain sales leads. Regardless of how big or small your business is, it’s important to always promote your products and services. Local newspapers, coffee shops, and radio stations are typically willing and happy to work with you to promote your event, especially if it brings traffic to these resources and places. Don’t be afraid to write a press release and send it to your selected contacts prior to the event.

4. Increases Your Revenue

Of course, ticket purchases for attending the event provides immediate cash flow, but there are other ways hosting an event can increase your revenue. By creating a space to connect with new and current customers, you have a great opportunity for people to purchase your products and services. If they do not purchase anything at the event itself, you at least created a connection to allow them to return to your business when your services are needed.

Regardless of how big or small your event is, bringing your customers and employees together in a social setting is a great way to build relationships and boost your business’ SEO. If you have an event in mind but aren’t sure how to promote it, call or message Paragon Marketing Group today! (262)443-9092

Why Word of Mouth Marketing Is Important

Think about the last time you went out for dinner or took a detour to a new coffee shop on your way to work. You probably checked it out because a friend told you to. Ever think about the experience you had where you were so excited to tell someone about it? Actually, 72% of people get news from friends and family. These are all examples of word of mouth marketing (WOMM) and it’s extremely helpful for your business.

What Is Word of Mouth Marketing?

WOMM is, “when a consumer’s interest in a company’s product or service is reflected in their daily dialogues.” It’s basically free advertisement for your product or service and it’s all thanks to your customers. Since so many people post and communicate over social media platforms, WOMM doesn’t just happen in person – it happens over social media, too.

Why Is It Important?

WOMM, especially in the day and age of technology, is extremely important because it doesn’t stop after one interaction. It creates a domino effect. If you post about a restaurant, your friend will repost it, their friends will see it, who’s family will see that, and so on. 83% of Americans say that word-of-mouth recommendations from friends or family members make them more likely to purchase that product or service.

How Do You Use Word of Mouth Marketing?

Rather than collecting followers, start connecting with them! WOMM will only work if your customers really believe in your service and company. Be engaging and interactive with your customers online. Establishing a connection with them is important to boost your WOMM. The more passionate they feel about you, the more likely they are to refer your product to a friend.

How Do You Increase Its Potential?

Create a Trigger – triggers are little cues, whether it be an image, song, or environment that reminds customers of your brand. Jonah Berger, a Wharton marketing professor, says, “what immediately comes to mind when someone says peanut butter? Was it jelly? In this case, peanut butter acts almost like an advertisement for jelly.”
Make Yourself Interesting – don’t be afraid to show your authentic self and voice to your customers! Think about what your customers want to see. Whether it’s behind the scenes videos or live streaming videos, make yourself look fun and interesting.
Provoke Emotion – people are more likely to talk about your service if they have an emotional attachment to it. You’re not going to share an “OK” experience with your friends, are you? Give your customers an outstanding experience they will want to share with others. Humans respond to emotions – provoke something that makes people feel happy, makes them laugh, or something that tugs at the heartstrings.

When used efficiently, word of mouth marketing is a great way to attract new customers. The good news is, it’s completely free to try out, too! If you aren’t sure where to start, give Paragon Marketing Group a call. Our crew has all the right tools to help you out. (262) 443-9092

5 Ways To Spring Clean Your Business

Spring is the time for rebirth, and we’re not talking just about your closet at home. It’s also the perfect time to put to rest what is no longer benefiting your business and instill fresh, new habits. In other words? It’s time to spring clean your business.

5 Ways To Spring Clean Your Business

Bring the cleaning supplies to your office with these 5 ways to spring clean your business:

1. Clean Up Your Marketing Strategy

Your marketing strategy from the winter months probably won’t have the same effect as your spring and summer marketing campaigns. Think about what clean and fresh things you can bring to the table. Marketing especially is an ever growing and developing strategy, and it’s important to revisit quite often. You can clean it up by…

Revisiting your brand
Researching marketing trends
Take note of what your customers interact with the most on social media
Upgrading your email marketing

2. Dust Off Your Website

Keeping your website up to date is a crucial part of your spring cleaning process. Check out our previous blog on the importance of a good website and keep reading to find out how you can clean it up.

Your business has probably grown or changed a lot since last spring. If you don’t regularly update your website, now is the perfect time to do so. If you switched up your brand, you can weave your business’ new image throughout the website by updating the logo, colors, and even text fonts. You can also boost your SEO by updating your website’s content.

3. Deep Clean Your Business Goals

Just like anything, your business can change and develop quite a bit over time. This is a great time to evaluate your progress. Review your past goals: have you met your goals? What can you do to reach them? If your business’ targets seem out of reach or unrealistic, there’s nothing wrong with re-crafting them. Not only should you establish your business’ goals, but you should also make an action plan on how you can reach them.

4. Declutter the Office

Your spring cleaning doesn’t just have to happen online – physically clean up your space! For some, this might be the most fun part, and for others, the worst part. Invite everyone in the office to clean their space and shared spaces. From organizing folders and paperwork to dusting off the shelves or cleaning out the coffee pot, cleaning your office will allow for more space, both mentally and physically. Feel free to make it fun and turn on some music everyone can enjoy while they clean!

5. Organize Your Social Media Accounts

What does your online presence look like? If you don’t frequently post on your social media accounts, there’s a good chance that they don’t properly reflect your business’ brand and philosophy. After taking the time to clean up your marketing strategy and business goals, you can update your social media platforms accordingly. This is the perfect time to tighten any loose ends and make sure your online presence is a positive reflection of your business.

It can be difficult to get the motivation, but Paragon Marketing Group can give you the push you need to spring clean your business! We have the right people and resources to help meet all of your marketing needs. You bring the fresh, new ideas, and we’ll bring the cleaning supplies! (262)443-9092

Why Your Business Needs A Website

The Importance of a Good Website for your Business

In a digital age where the importance of your social media presence is so significantly talked about, it can be easy to forget about your website or dismiss it as less important than what you’re posting to Facebook and Instagram. However, there are many reasons why your business needs a website.

5 Reasons Why Your Business Needs a Website

The importance of a quality website cannot be overlooked or overstated, so here are 5 reasons we believe your business needs a website:

1. Cost Effective

Putting time and effort into your website is a guaranteed return on investment (ROI), because your website is a sales tool. You’re putting more money into it upfront with the design and development which means you won’t have to spend as much on the upkeep and maintenance of your website.

2. Established Brand, Voice, and Credibility

Your website is oftentimes the first thing potential customers see when learning about your business. That’s why it’s important to put your time and care into the design of your website. From text font and size to color palette and content layout, your website can tell customers a lot about your business’ beliefs and principles. By continuously updating your website’s content, it will let customers know that you’re quick with communication and you’re in the know about the world surrounding your products and services.

3. Strong SEO

Think about how you go about researching a new restaurant or trying to find a local service. You typically search using a specific phrase or keywords to get you to the best choice. Apply this to your website content and creation! By adding certain keywords and graphics to your website, you can directly affect and improve your business’ SEO.

4. Build Trust

People don’t trust poorly designed websites. If someone sees a poorly constructed website with outdated information, they automatically lose trust in the company by raising confusion and questions. By consistently updating the content and design of your website, current and new customers will feel comfortable using your products and services.

5. Your Competitors Are Doing it

That’s right; your competitors are doing it, too. They’re utilizing their website to establish trust and credibility with potential customers. If you want to remain in competition with them, you must update your website. By using web design to boost your business’ brand and reputation, you can stand out from your competitors.

We mention quite a bit about website design and content. If you’re not sure how to get started on designing a website, Paragon Marketing Group is here to help! We have all the tools and skills to bring your website to life and set you apart from your competition! Call or message us today (262) 443-9092

5 Ways Graphic Design Can Improve Your Brand

Why should I have professional graphic design?

Graphic design is a must for all aspects of your business right now! From website content to social media posts to email marketing, graphic design can go a long way in improving your brand. Take a look at what’s trending and learn how graphic design can improve your brand.

5 Ways Graphic Design Can Improve Your Brand

Can graphic design really improve your brand? Check out these 5 simple ways graphic design could help you build better brand awareness for your business:

1. Flexible Aesthetic

When choosing what aesthetic you want to use to represent your company, the possibilities are endless! Right now, all sorts of designs are trending. From 3D design to minimalism, your business can go in virtually any direction. It’s a good idea to look at your target audience and consider what they would interact with most. You can post different graphics to see which receive the most interaction. You can even do formal research based on their age and what generation your main demographic is and look at what that generation is most likely to look for aesthetically.

2. Simple Data Visualization

Customers want to know numbers and stats in the quickest and easiest way possible. Of course, you’re the expert so information about your service or product may seem second-nature to you, but complicated to your audience. Data is constantly being circulated nowadays and it’s important to find ways to communicate it in the simplest way.

3. Social Media Carousels

Rather than trying to jam pack a bunch of information into one image or Instagram description, try disbursing your information over a couple of slides, like this. This is a great way for you to communicate a greater amount of information to your audience without overloading them.

4. Retro Palettes

This could be due to the COVID-19 pandemic, but many people have found themselves clinging to comfort and nostalgia lately. Retro fonts and color palettes have been resurfacing and there are so many fun things your business can do with it. Using imagery of nostalgia can be used as a sort of security blanket for your customers, making them feel safe and comfortable with your business.

5. Sustainable Packaging

Graphic design plays a huge role in the physical packaging of your products. When thinking about the wrapping itself, consider the possibility of positive packaging. Not only are people starting to love the look of sustainable boxes and bags, but you’re doing good by being environmentally-conscious. Just like eco-friendly products lead to the simplification of materials, professional graphic design leads to more sustainable packaging. Most imagery or text included on the packaging will have a more organic, simple approach to match the physical packaging.

It’s incredible how many ways you can improve your brand with graphic design! It can be used on so many different platforms like your website, social media pages, email marketing, physical packaging, magazines, and more. If you have questions about how to incorporate these trends into your business, Paragon Marketing Group is here to help. Contact us today!

Why Does My Business Need Video Testimonials?

The first use of testimonials dates back to the 15th century and is still a great way to promote your company! Did you know that 72% of consumers say positive video testimonials and reviews increase their trust in a business? Further, 93% of brands got a new customer because of a video on social media. You can imagine the impact these can have on your business when they’re combined to create video testimonials. Check out why your business should start using video testimonials.

5 Reasons Your Business Needs Video Testimonials

Your business needs video testimonials because video . . .

1. Creates A Deeper, More Personal Look At Your Business

One of the most important parts of running any successful business is communicating with your customers both current and potential. What’s better than having your current customers who you’ve created a loyal, trusting relationship with to advocate your products and services to new customers? Video testimonials give your consumers a chance to give their authentic opinion and emotions on your business.

2. Has Higher Retention Than Text

It’s said that video has a 95% retention rate while people only remember about 12% of textual information. This is because you can evoke emotion through video, therefore making people more likely to remember what was said. Further, you can make your video more engaging by adding small graphics, animation, and music.

3. Offers Social Proof

Social proof is “a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation.” In simple terms, this means that what people see, people do. Posting video testimonials on social media platforms will encourage new clientele to follow in the footsteps of the current customers in your videos. They see that your loyal customers have had success with your products and will want to hop on the bandwagon.

4. Reinforces Credibility and Trust

Video testimonials can humanize your business and build trust. While written testimonials and reviews are good to establish initial interest in your business, turning them into a video allows people to connect with other real people in the most authentic way possible over social media. Giving your customers this platform shows that you trust in the quality of your services and want to document their thoughts on it. In return, this builds a strong sense of credibility.

5. Expands Your Horizons

Any sort of video is a great tool for your business because it can be used across a large range of platforms and you can repurpose the content. Posting video testimonials to your website is a great way to archive your work. Plus, your customers can view your content at any time. You can also use your videos in email marketing and, of course, on your social media platforms. The great thing about all of these things is that you can recycle and repurpose them throughout these different mediums and even repost every couple of months.

Video testimonials are one of the most powerful ways to increase credibility of your business and build trust with your audience. If you want more information about what creating a video testimonial entails, Paragon Marketing Group can help! Call or message us today (262) 443-9092.

5 Video Marketing Strategies For 2021

What’s on your new year’s resolutions list? Eating healthy, staying active, and traveling of course. What about upping your video content game? 2021 is the year of fun, trying new things, and being adaptable! We’ve created a list of video marketing strategies your business should be incorporating into your marketing plan this year.

Video Marketing Strategies

What type of video content could up your marketing for 2021? Check out these 5 video marketing strategies:

1. Casual, Laidback Content

Yes, you read that right. In light of COVID-19, big video production has been put on hold. Throughout the year, we’ve seen companies create advertisements and videos from compiled home videos of their employees and customers and we don’t see this leaving us any time soon. Above anything else, people prefer authentic content. That means snippets of live streams and selfie videos from your iPhone can be used and reused on your social accounts! While they may be lower quality, they invite personality to your business and your clients can have a better understanding for your company’s message and morals.

2. Live-Streaming

You can also thank COVID for this one. Did you know that the online live streaming industry has grown 99% between April 2019 and April 2020? Live streaming has become increasingly more popular for many reasons. It’s a way for businesses to directly interact with their customers and people love it because they can watch video content with advertisements or commercials. According to Livestream, 82% of people prefer live video from a brand over standard social media posts and 80% of people prefer live streaming over reading a blog from a brand.

3. Super Short Videos

We’re talking 5-10 seconds short. We all know and love the “Skip Ad” option on Facebook and Youtube videos. Creating an advertisement that people can watch before being able to skip the ad ensures that your content is being seen.

4. Long Video

To the same degree, consumers are increasingly enjoying longer content. Perhaps it’s due to COVID and freed up time on people’s hands, people are getting more used to watching longer content. A recent study found that videos longer than 15 minutes account for 50% of all video engagement but only 8% of content. This means you can produce fewer, longer videos for better results. The key to success is to make the video exciting and engaging.

5. 360 Video and AR Content

360 video is a powerful tool to allow your audience to be more interactive with your content. This type of video is becoming more popular even for regular, every day people to use. AR content is being used by big businesses and smaller companies are slowly catching on. IKEA, for example, allows you to place their products into your living spaces to see it for their intended use.

With these video marketing strategies, your business is sure to capture the attention of new and current customers. Paragon Marketing Group is no stranger to any of these types of videography and are eager to help you launch into the new year! Call or message us today (262)443-9092

Positive Impacts Of Email Marketing

When you think of marketing in 2020, you probably aren’t thinking of the positive impacts – or any impact – of email marketing. Many believe that email promotions are dead, but a recent study found that there are 3.9 billion daily email users and 73% of millennials prefer communication from businesses via email.

Positive Impacts of Email Marketing

What are some of the positive impacts of email marketing? With email marketing, you can . . .

Increase Communication with Current Customers

Email marketing is a great way to increase loyalty with your current customers. This is because customers must ask to receive emails by manually signing up for your newsletter. This allows you to communicate with your consumers on a broader level but you still control how personalized the contents of the email can be.

Educate your Customers

As stated above, you get to personalize what goes into your emails. This type of marketing is to not only sell a product but to also educate your clients on matters related to your services as well as your company’s values.

Improve Sales

Did you know that 59% of marketers say email is their biggest source of ROI (Return On Investment)? Your email marketing campaigns should include messages to encourage your customers to purchase products. They may be more likely to make a purchase because they actively chose to receive messages like these from you. Email marketing allows the ease of purchasing a product with no more than two clicks. With a catchy tagline, your email can take a customer right to the checkout page of a product on your website.

Increase Your Value

After some trial and error, you’ll be able to discover what communication strategy works best with your customers. Once you do, your customers will pay more attention to the message in each email. In return, you’ll be able to establish the brand of your business and create a closer relationship with your clients.

Reach People from Anywhere Instantly

Email marketing reaches customers faster than a social media post. This is because the email notification shows up on a smartphone as it’s sent out. Rather than having to scroll through Instagram or Facebook to see the post, it’s instant. People are constantly checking their emails: first thing in the morning at work, while at lunch, and even when lounging around.

Learn What Works

Email marketing is another way for you to monitor what’s working and what’s not based on clicks. After sending out a campaign, you can look back and see which links had the most amount of traffic. From there, try incorporating more of that topic into your emails, social media posts, and advertisements.

These are just six of several ways in which email marketing can benefit your business. The best news is, it’s cheap and easy to get started with it! Call or message Paragon Marketing Group today (262) 443-9092.

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