10 Small Business Marketing Resolutions for 2024

setting small business marketing resolutions for 2024

As the new year approaches, the opportune moment has arrived for small businesses to chart a course for success with actionable marketing resolutions.

In this blog post, we’ll unveil key strategies that can make a substantial impact on your brand’s visibility and success in 2024. Brace yourself for an exciting exploration of innovative approaches, ensuring your business not only keeps pace but triumphs in the ever-evolving marketing landscape.

Marketing Resolutions for the New Year

Here are ten small business marketing resolutions you can employ in 2024:

1. Establish an SEO-Friendly Website

In the vast landscape of digital marketing, your website is your digital storefront. But what good is a store if no one knows where it’s located? That’s where search engine optimization (SEO) comes into play.

Ensuring your website is optimized for search engines is the key to getting visitors. And more visitors equates to increased leads, expanded customer reach, and ultimately, a surge in purchases. To get more visitors, your website needs to be optimized for relevant keywords, improved page load speed, and a design for mobile users.

Takeaway: When executed effectively, SEO acts as a strategic ally, channeling a steady stream of visitors to your site through search engines.

2. Embrace the Power of Blogging

Beyond writing a few paragraphs on occasion, regularly publishing informative and engaging blog posts can become a cornerstone of your digital strategy. It’s a dynamic process that will establish your expertise and act as a catalyst for enhancing your website’s SEO.

When you deliver valuable content that resonates with your readers, you position yourself as an industry authority and create a virtual space that encourages visitors to return for more.

Takeaway: Consistent blogging can capture the attention and loyalty of your audience.

3. Leverage the Influence of Social Media

Leveraging the influence of social media is a resolution with immense potential. Brand awareness, a key ingredient in your marketing plan, can be achieved using platforms such as Facebook, Instagram, and LinkedIn. The interactive and personalized feel of social media not only informs your customers, but also transforms your business into a source of regular news and relevant updates.

In addition to sharing information, social media forges a direct line of communication with your customers (and potential customers), fostering a loyal online community. Through positive interactions, this digital camaraderie conveys a business deeply invested in its customers. Moreover, social media acts as a gateway, channeling prospective customers to your website and generating new leads through carefully crafted ads.

Takeaway: Whether through engaging posts or targeted paid ads, social media can be the catalyst for steering your business towards growth and success.

4. Introduce a Referral Program

Word-of-mouth remains a formidable force in the realm of small business marketing. One great way to implement word-of-mouth is by creating a referral program to tap into the influence of your satisfied customer base. By encouraging existing customers to refer others, you’re not just fostering brand advocacy but transforming your clientele into enthusiastic promoters.

To make this strategy even more compelling, offer enticing incentives in your referral program. Rewards will encourage your customers to become active participants in expanding your brand reach.

Takeaway: Allowing your customers to be vocal champions of your business can propel your brand into new realms of recognition.

5. Invest in Analytic Tools

Understanding your audience and their behavior is essential, and by investing in analytic tools (such as Google Analytics), you can gain insight and make informed decisions that go beyond guesswork.

The ever-shifting landscape of small business marketing demands a keen eye on analytics, ensuring your business decisions are strategically aligned with your audience’s preferences. By embracing analytics as a core element of your marketing arsenal, you’re not just deciphering numbers; you’re deciphering invaluable insights into your customer base.

As we venture into the new year, we encourage you to make a strategic resolution to invest in cutting-edge analytics tools.

Takeaway: Analytic tools will help you better understand website traffic, user interactions, and the overall performance of your marketing campaigns.

6. Garner Customer Reviews

Trust is the currency of commerce, and positive reviews are your most valuable assets. By proactively seeking reviews, you’ll amplify your brand’s online presence and build trust and credibility among potential customers. Every positive review becomes a testament to the quality of your products or services, acting as a persuasive force that influences purchasing decisions.

Equally important is your responsiveness to reviews, regardless of their sentiment. Engage with your audience by promptly responding to both positive and negative feedback. Demonstrating your commitment to customer satisfaction showcases your brand’s integrity and provides an opportunity to address concerns openly.

So, in 2024, let your customers be the voice of your success. Encourage them to share their stories on platforms like Google, Facebook, or industry-specific websites.

Takeaway: Cumulating customer reviews can build trust with potential clients and set your business apart in the competitive digital landscape.

7. Utilize Video Marketing

Video marketing isn’t just a trend; it’s a transformative tool that can propel your business to new heights.

Whether you’re looking to livestream an event, create engaging website videos, record compelling podcast content, launch video ad campaigns on your social channels, conduct insightful interviews, develop training materials, or simply enhance brand awareness, harnessing the power of video isn’t just an option anymore — it’s a strategic imperative.

Embrace the video revolution, and consider partnering with Paragon Marketing Group to create engaging videos that tell your brand story, showcase products or services, and connect with your audience on a more personal level.

Takeaway: Video marketing can tell your brand’s story, help sell your products or services, and elevate your business visibility.

8. Employ Professional Graphic Design

Visuals play a crucial role in brand perception, which is why your graphic design should be a cohesive, professional representation aligned with your brand identity. So while anyone can attempt graphic design, not everyone possesses the time, knowledge, or skill to craft effective, eye-catching materials.

From making that critical first impression with prospective clients to establishing a consistent brand identity and outshining competitors in effective communication, professional graphic design services are your pathway to visual excellence.

Whether you require brochures, a website facelift, attention-grabbing online ads, a new logo, or any graphic design expertise, your brand’s narrative matters.

Takeaway: With professional graphic design, your designs can resonate and leave a lasting impact in 2024 and beyond.

9. Revisit Direct Mail Marketing

In the digital age, traditional direct mail marketing remains an effective strategy for businesses to connect with potential customers. To leverage this channel, you need to craft targeted, visually appealing mailers to reach specific demographics or geographical areas.

Direct mail isn’t just about sending something in the mail; it’s about outshining competitors. Benefit from targeted customer lists, first-class postage, and customized pieces that make your brand stand out in the mailbox.

If you want to learn more about accessing customer lists, targeting ads, or customizing mailers, contact Paragon Marketing Group today.

Takeaway: Direct mail marketing can target your desired audience demographics in your desired geographical areas.

10. Incorporate Online Advertising

Online advertising, specifically through pay per click (PPC), can revolutionize your digital marketing approach. With PPC, advertisers pay search engines each time their ad is clicked. This method, including search engine advertising like Google Ads, allows you to secure visits to your site without solely relying on organic traffic.

Developing a targeted advertising strategy within your online ads can give your business a competitive edge by placing your content at the top of search engine results and help you reach potential customers actively searching for products or services like yours.

Takeaway: Incorporating online advertising into your marketing plan can help your business and keywords appear at the top of search engine results.

Here’s a Quick Recap:
  1. Ensure your website is optimized for SEO to attract more website visitors.
  2. Post consistent, engaging content to your blog to position your business as an industry authority.
  3. Share content on your social media platforms regularly to foster your online community and engage directly with your followers.
  4. Introduce a referral program to enable your customers to vocally champion your business.
  5. Invest in analytic tools to gain audience insights and make informed decisions.
  6. Garner customer reviews to build trust and credibility with potential customers.
  7. Utilize video marketing to tell your brand’s story and showcase your products and services.
  8. Employ professional graphic design to establish a cohesive, professional representation aligned with your brand identity.
  9. Consider direct mail marketing to reach specific demographics or geographical areas.
  10. Incorporate online advertising to reach potential customers searching for your business’s products or services.

As we step into 2024, these marketing resolutions can serve as a roadmap for small businesses. By implementing these strategies, your brand can build a strong online presence, connect with your audience, and achieve sustainable growth.

Whichever resolutions you strive to achieve in 2024, Paragon Marketing Group wishes you a successful and prosperous year ahead!

If you need help incorporating these marketing resolutions in 2024, feel free to contact us. Visit our website at paragonmarketinggroup.com or call us at 262-443-9092. We’d love to hear from you.

Marketing Strategies for Start-Ups

marketing strategies for startups

If you just started your business, congratulations! That’s a huge accomplishment. As you probably know, there are many strategies that business owners can use for running, managing, and marketing their start-ups. But we have to warn you: the road ahead isn’t an easy one. And unfortunately, the odds are not in your favor:

Almost 25% of all business start-ups fail within the first year.

That percentage doubles to 50% within the first five years of business.

So how can your start-up be part of the other half of businesses, the ones who succeed, who persevere, and who stay in business?

The good news? You’re at the beginning. You have the luxury of time on your side. Right now, you can choose to avoid the mistakes many small business owners make when they’re first starting out.

At Paragon Marketing Group, we want to equip you with some helpful marketing strategies designed for start-ups.

3 Marketing Strategies for Start-Ups

Here are three marketing strategies to employ for your start-up:

A happy business owner using marketing strategies for startups
Are you using any of these marketing strategies for start-ups?

Start-up Marketing Strategy #1: Don’t Try to Do It All Yourself

The entire purpose of marketing is to get people interested in your products or services. And while the idea of doing marketing on your own seems simple in theory, it’s often not.

There are two big reasons we advise small business owners – especially start-up owners – to not try to go it alone:

1. You Need Expansive Marketing Knowledge

Marketing is no longer something that requires a few print advertisements. Digital marketing has unlocked massive opportunities, and all of those opportunities come with a set of rules. Consider the following questions:

  1. Are you certified in Google Ads?
  2. Do you understand all the nuances of every social media platform?
  3. Can you apply an effective SEO strategy to your website content?
  4. Are you a content writer?
  5. Do you know how to professionally design graphics and logos for your business?

Even at Paragon Marketing Group, not one of us is an expert at every aspect of marketing. We all have our different levels of expertise that we bring to the table to best help our clients.

2. You Need Adequate Time to Dedicate to Marketing

A successful business needs a marketing plan, but that’s usually something business owners don’t have time to do:

Especially when you’re first starting out, your focus is everywhere. And no matter how many hours you’re clocking per week, time moves on. Basically, every moment you spend on sales, finance, or technology is a moment lost on marketing.

Takeaway: You’re only one person. Today, life moves so quickly that business owners try to do everything faster, more efficiently, and more productively, and it’s taking a toll. Don’t let your health, family, or life pass you by while you’re trying to do the work of many people.

Start-up Marketing Strategy #2: Don’t Shortcut Your Marketing

If you’re not trying to do all your marketing yourself, we often see small business owners trying to shortcut their marketing.

Common Examples of Marketing Shortcuts
  • Not proofreading content – customers are far less likely to trust a business that has a website or social posts riddled with spelling and grammatical errors,
  • Linking a website or blog post to an untrustworthy site – if you’re linking to outdated information, a broken website, or a site with a negative association, you’ll lose trust with potential customers who click on it.
  • Keyword stuffing ads or website – everyone wants their website and ads to be easily found online, but search engines have gotten smarter. Did you use your focus keyword 30 times on a 300-word webpage? Google and other search engines will not only take notice, but they’ll penalize your site for keyword stuffing.
  • Sending emails to people who didn’t give you permission to email them – no one likes to be bombarded with sales emails from a business where they didn’t even subscribe to emails. This is a quickfire way to encourage potential clients to unsubscribe, turning them off to future sales.
  • Expecting to see instant results when effective digital marketing takes time – just like with all good things in life, marketing takes time. And expecting instant results won’t get you any closer to your marketing goals than eating healthily for one day will help you reach your target weight.
  • Not applying any kind of SEO strategy to advertisements or websites – clients are far less likely to find your business online if you don’t use SEO (search engine optimization). Today, your website will be lost in the millions of sites online unless you employ SEO.
  • Not having consistent listings across the internet – whether your business goes by multiple names or has changed locations, it’s essential that your listings are consistent if you don’t want to confuse clients with faulty information.
  • Relying solely on AI/volunteers/technology to do things that require more attention – while improvements in AI and technology are fantastic tools to utilize in your marketing, they shouldn’t fully replace your marketing. There’s no replacement for attention to detail. Plus, an over-reliance on technology is more likely to hurt than help your marketing.

Takeaway: While taking shortcuts can often benefit your business in the short-term, the overall, long-term effects can be detrimental to your business. Therefore, we recommend doing things the right way the first time.

Start-up Marketing Strategy #3: Don’t Overspend on Marketing

At Paragon Marketing Group, we can’t stress enough how important it is to not overspend on marketing.

Here are a few ways you might be overspending on your marketing:

1. You don’t have a marketing budget/aren’t tracking your marketing spend.

Something we see with many clients is that either they don’t have any business funds dedicated to marketing, or they aren’t tracking their marketing dollars.

When you’re spending $50/month per Meta ad, it doesn’t seem all that bad. But when you don’t take into account your website costs, digital ad costs, all of the annual or monthly marketing programs and software costs, the price can start to add up . . . and you may not even realize it. 

This information is crucial to keep track of. When you aren’t defining your costs and keeping them organized, you’re not going to struggle just at tax season . . . you’re also probably spending way more money than you’re aware of.

2. You got caught in a marketing scam.

This one hurts the most, because frankly, it’s happened to all of us at some point. 

You don’t know all the ins and outs of marketing, so you bought a software program that you haven’t taken the time to learn, or you enlist the help of someone who claims to be an expert, but they’re really just taking advantage of the fact that you aren’t an SEO or social media marketing expert.

You need someone who’s going to have your back, and who is going to advise you when you aren’t sure whether or not you should take your marketing in a certain direction or use a certain marketing tactic.

3. You’re paying a salary to one person in-house to do the job of many people.

Once you realize how much work goes into marketing, you understand how crucial it is to make every dollar count.

And while one in-house marketer can be effective, no one person can be an expert in every aspect of marketing. Plus, the dollars you’re spending to pay that one person could be used to pay several people.

Imagine the value you could gain from taking that one salary and using it to outsource to an agency with a team of experts, like Paragon Marketing Group.

Takeaway: Marketing expenses can add up quickly. Make sure you have a dedicated marketing budget, keep track of your marketing dollars, and don’t overpay an individual to do the job of many.

Here’s a Quick Recap:
  1. You don’t have to do your marketing alone.
  2. You don’t have to take marketing shortcuts to be successful.
  3. You don’t have to overspend on your marketing to get great results.

When you’ve just started your business, your head is spinning. You’re just trying to make it to the next day. And as a small business, we understand how challenging it can be.

At Paragon Marketing Group, our desire is to equip you with information to help your business succeed.

If you need help employing these marketing strategies for start-ups, feel free to contact us. Visit our website at paragonmarketinggroup.com or call us at 262-443-9092. We’d love to hear from you.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

Social Media Secrets for Small Businesses

uncovering social media secrets

While it seems like everyone is a social media guru today, the industry is oversaturated with advice and different methodology about how, where, and when to post. But what about marketing your small business on social media? It’s difficult to know where to start or which methods to apply. So today, we’re going to uncover some social media secrets that often aren’t talked about, and then share how you can start applying them to your business marketing today.

4 Social Media Secrets for Small Businesses

Here are four major social media secrets we’d like to share:

Paragon employees pointing to social media platforms on the wall
Did you know any of these social media secrets?

Social Media Secret #1: Having a Social Media Account Isn’t a Strategy

Often when social media comes up in a conversation, we hear a lot of comments like this: “I have a Facebook profile, so I can do that, too!” Or, “my nephew is on TikTok.” Or, “Anyone can do that!” And it’s true – anyone is capable of occasionally posting to social media. But what most people don’t realize is that there’s actual strategy behind social media marketing. Some of the strategies we employ early on in the process include:

  • Defining and setting goals
  • Researching a target audience
  • Establishing a consistent posting schedule
  • Curating posts, from developing the copy to designing the graphics
  • Utilizing paid advertising
  • Researching best days/times to post
  • Creating a variety of post types
  • Determining aspect ratio for video posts
  • Researching hashtags where appropriate

Takeaway: Just because you have a Facebook or Instagram account for yourself or your business doesn’t mean you’re going to get results. You have to apply strategy if you want to be successful in the long-term.

Social Media Secret #2: Successful Social Media Strategy Isn’t Glamorous

While Emily in Paris would rather you believe differently, successful social media strategy isn’t glamorous. If you want to be successful with your social accounts, you have to work hard. There’s so much thought and work that goes into each post, from the type of post, to when it’s posted, to the size of the video, to the hashtags used, to even the number of hashtags used.

Want to have an effective social media strategy? Employ these three Cs:

  • Clear – make sure your message is communicated clearly and cohesively. Your followers should know exactly what to do whenever they see a post. What is your CTA (call to action)? What is the goal behind the post? While it may require a lot of strategy behind the scenes, it should be very clear and simple to those who see the post.
  • Consistency – your social media accounts should have consistency so customers know exactly what to expect when they’re on your pages: consistent messaging, consistent posting, and consistent branding. If you don’t regularly post, this needs to change. Customers won’t come to rely on or trust your business if you lack consistency.
  • Commitment – social media strategy isn’t for the faint of heart. Commit to which platforms you’ll be posting on, and don’t stop when you get busy or it gets difficult. Giving up is the worst thing you can do! And if you don’t have the time, hire an in-house marketer or outsource to an agency like Paragon who is ready to help.

Takeaway: Successful social media strategy isn’t glamorous. It requires clear communication, consistency, and commitment in the long-term. And remember, even if you start employing the three Cs, you won’t get instant results. Good things come in time.

Social Media Secret #3: The World of Social Media Is Always Changing

Is this really a social media secret though? While the fact that technology and social media is always changing isn’t a secret, the impact of that change on strategy is surprising to many people.

That old adage, “I’m going to do this the way I’ve always done it” won’t cut it in social media strategy. What’s true today may be false tomorrow.

So many changes to Meta Business Suite have rolled out even within the past year. Every platform has its own “algorithm” that’s constantly changing. One platform comes out with a very successful strategy to gain followers, and then others often follow.

Here are a few changes that have happened over the last couple years (that are certain to become outdated once this text is published, just to emphasize this point):

  • Twitter rebranded to X – the year 2023 brought a new Twitter CEO and a new name for the platform. While it still seems to be “in a complicated relationship” with its branding, how will the language of the platform evolve (are tweets now Xs)?
  • Instagram posts can now be scheduled through Meta Business Suite – as recent as early 2022, this was not an option. Social media strategists and content creators were celebrating everywhere when this became a reality.
  • Nextdoor doesn’t allow post scheduling . . . yet – we’re still posting Nextdoor posts live, but how long will this be the reality before they permit scheduling?
  • Stories, Reels, & TikTok have changed how we record video – say goodbye to 16×9 video aspect ratio. When it comes to mobile, vertical is now king.

Takeaway: Social media is always changing. You have to be willing to change up your strategy at a moment’s notice. You need to be aware of the latest trends.

Social Media Secret #4: You Can’t Half-Ass Social Media Marketing

Is there really anything in life we should be half-assing? Probably not. But the reason this is such a big secret is because SO MANY PEOPLE DO THIS.

We’ve heard many business owners claim they can just do it in their “free time,” but what business owner do you know with “free time”? Even if they did, they don’t have the time to do it right and apply actual strategy.

Here are a few recommendations we’d make to business owners starting out with social media and trying to figure out which platforms to use:

  • Find your audience – do you sell primarily to men in their 60s? Or are 30-something aged women your target market? Maybe you sell only to homeowners? Once you know who your audience is, then research which platforms they spend time on.
  • Consider your availability – after you know on which social platforms your audience spends time, figure out how much time you can set aside to apply the three Cs – clear communication, consistent posting, and commitment to posting. Is that an hour a day? Great! Is that 15 minutes a day? That might work. If you have a realistic viewpoint of how much time you can truly spend on your social posting, then you know what approach to take.
  • Start slow – no business needs to start off posting daily to 7 or 8 different social platforms. So if you know where your audience is, you know how much time you can dedicate to your social media marketing. We typically recommend choosing 1 or 2 platforms to start getting your content out there.

Takeaway: It’s better to “whole-ass” a couple platforms than to half-ass several. And if you can’t manage that, consider finding a marketing agency like Paragon who can help.

Here’s a Quick Recap:
  1. Having a social media account isn’t enough. You have to apply strategy to be successful.
  2. Successful social media strategy isn’t glamorous. It requires clear communication, consistency, and commitment.
  3. Social media is always changing. You have to be willing to change up your strategy at a moment’s notice.
  4. It’s better to “whole-ass” a couple platforms than to half-ass several.

We hope that uncovering these social media secrets for small businesses was helpful to you!

At Paragon, we understand that it can take a lot of time, work, and research to successfully market your business on social media. As always, we want to be a resource for you. So as you have questions, we’ll be here to answer them.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

Unbelievable Myths About Graphic Design

Employee performing graphic design on his computer at Paragon Marketing Group

There are many myths regarding graphic design out there, especially when it comes to getting professional graphic design for your business. Today, we’re going to share three of the biggest misconceptions business owners have about graphic design, and what our recommendations are to combat those misconceptions.

3 Common Graphic Design Myths

Today, we’re going to dispel a few misconceptions about graphic design. Here are some of the biggest ones we’ve heard:

a professional designer hoping to dispel graphic design myths
Do you believe one of these graphic design myths?

Myth #1: Graphic Design Is Just About Creating Logos & Designing Pictures

Perhaps one of the biggest myths we hear from people is that graphic design is just about creating logos or might include designing a pretty picture. So first, let’s get clear about what graphic design actually is.

  • If there’s information to display, it’s a graphic designer’s job to display that information. Good graphic design takes it a step farther: displaying that information in an eye-pleasing way.
  • Graphic designers are responsible to get a message across while representing your business. Good graphic design should represent your brand (your business). Great graphic design will tell a story.
  • The designs are the end product: every logo, billboard, sign, flier, brochure, (and more) that you’ve seen were made by a graphic designer. So while graphic design does include logos, it also includes a lot of other things, including brochures and billboards.

Myth #2: Graphic Design Is Easy & Anyone Can Do It

Our response when someone says they don’t need help because they can just do graphic design him or herself is, “Yes, you can, but . . . “

  • It won’t be done as efficiently or as personalized as a professional designer would make it.
  • Using a free/cheap design program runs the risk of having the same artwork as someone else.
  • It’s easy to download “free” images online that turn out to not be free and are actually illegal to use due to copyright or trademark.

Ultimately, the goal of graphic design is to make your brand unique to only you and your business – and you can’t achieve that if you’re using the same artwork as everyone else or breaking copyright laws.

Myth #3: Professional Graphic Designers Are The Same As Everyone Else

When it comes to marketing, there are so many specialized roles. And you rarely hear someone say, “Oh, Google Ads? I’ve been on a computer, so I’m an expert.” Or, “anyone can be a professional web designer!” But when it comes to graphic design, many people believe that professional graphic designers and their 10-year-old niece, Sally, can do the exact same thing.

Unlike the average person, a professional graphic designer . . . 

  • Understands the fundamentals of design 
  • Knows how to force the viewer’s eye to go where you want it to go
  • Realizes why some colors do or don’t work together, font choices, etc.

On the other hand, the average person may understand when something looks good, but can they say why it looks good?

Often, the average person doesn’t understand the technical side of graphic design.

Here’s a Few Takeaways:
  1. Good graphic design should represent your brand. Great graphic design will tell a story.
  2. Using a free/cheap design program runs the risk of having the same artwork as someone else.
  3. Unlike the average person, a professional graphic designer knows how to force a viewer’s eye to go where he/she wants it to go.

If you’ve been harboring one of these graphic design myths, we hope we were able to dispel it for you!

At Paragon, we understand how professional graphic design can be a huge asset to your business marketing. As always, we want to be a resource for you. So as you have questions, we’ll be here to answer them.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

3 Ways to Gain Marketing Independence for Your Small Business

Close-up of American flag to celebrate independence

This fourth of July, maybe you’re planning to watch fireworks or attend a parade. Whatever you end up doing, it’s a great time to celebrate that we live in a free country where we’re free to run our own businesses. But have you ever considered what your life could be like with marketing independence?

3 Ways to Gain Your Marketing Independence

As a small business owner, responsibilities often outweigh the freedom that comes with owning a business. And along the way, we’ve learned it’s impossible to be an expert in every aspect of business.

Maybe you’ve also been craving that freedom to focus on the aspects of your business where you most excel in, but you’re unsure how to get there.

So we’re going to share three ways you can gain your marketing independence:

A small business owner celebrating his marketing independence
Let’s celebrate your marketing independence!

1. Take Ownership of Your Digital Assets

There is a freedom that comes from ownership. While there’s certainly nothing wrong with leasing a car or renting a home, there is freedom in owning your vehicle or home. When you own your home, you can decide if you want to replace the carpet, paint the walls, or even renovate your kitchen. But when you rent, there are rules in place that don’t allow you to make any significant changes when your home is owned by someone else.

So what are digital assets, and why should you own them?

Digital assets can be anything that can be stored as a file.

  • Does your business have a website? That’s a digital asset.
  • Do you have a company logo, specially designed graphics that live on your website, project files, videos, or audio clips? All of these can be classified as digital assets.
The second part of the question – why should you own them?

Owning your digital assets will give you freedom to do whatever you want with them.

  • Do you want to share a testimonial video on your social media pages? You can do that when you own them.
  • Do you want to change the color of your logo? You can do that when you own it.
  • Do you want to make small updates to your website? You can also do that when you own it.
But how do you know if you own your digital assets?

If you’ve hired an agency, a contractor, or a freelancer, you have to check with them. Many business owners don’t realize that agencies, designers, and freelancers all have the right to own digital assets – yes, we’re talking about your business’s assets. 

At Paragon Marketing Group, we do not take our clients’ assets. After you pay for your assets, they become yours forever – and not just while we work together. If you decide to leave or hire someone else, all your assets will still belong to you. We do not keep them or hold them as leverage against you if you decide to move on from working with us.

Our advice is to check with whoever does your marketing to find out whether or not you own your digital assets. And if it turns out that you are not the owner, find a marketing agency like Paragon Marketing Group that will give you the freedom to own your business’s digital assets.

2. Gain Independence from Your Competitors

No business wants to look identical to its competitors.

For example, if you had to choose between two different fried chicken restaurants that used the same color scheme, had the exact same menu, were open the same hours, and even hired the same wait staff . . . which would you choose?

You would probably ask what makes each restaurant unique:

  • What are their differentiators?
  • What makes one stand out from the other?
  • Which restaurant has the better chicken?

Obviously, this is a ridiculous question. Of course no two restaurants are identical. 

But let’s say these places are real. Imagine what would happen if one of the restaurants decided it wanted to be different from their competitor:

  • What if they updated their logo and colors to fit a theme that supported their mission to be sustainable?
  • What if this same restaurant updated the format of their menu to make it more readable and clear to customers?
  • What if they updated their hours and then advertised them across all their listings – social media pages, Google profile, website, so that customers could easily determine when they could patronize it?
  • What if they shone a light on their uniquely talented wait staff and advertised them on their website?

We could go on with the “what ifs.”

So when it comes to gaining independence from your competitors, it’s important you don’t implement the same exact marketing strategies that they are.

Consider asking yourself questions like these:
  • Are your competitors using a cookie cutter free website template? Then look into finding a clean, professional look that will accurately reflect your business.
  • Do all their graphics look the same because they use the free version of a popular design software? Then consider learning (or hiring a professional) to create unique, beautiful graphics that will set your designs apart from your competitors.

If you ever notice your competitors jumping on a bandwagon or following a trend, stop and think about it before you jump on with them. Ask yourself if taking part in something that’s trendy is actually going to help market your business . . . or maybe look like you’re just trying to fit in with everyone else. And if you’re thinking about hiring a marketing agency (or if you already have), ask the hard questions, like how they’ll help your business stand apart from the competition.

3. Find Freedom in Running Your Business

After all this talk, you might be thinking “these are great ideas, but who has the time?”

We know the struggles that come with running your own business. But no one Paragon employee knows every detail of every aspect of running a business. And if one of us did, that person certainly doesn’t have the time to implement every great strategy that exists.

At Paragon Marketing Group, our owner Skip doesn’t manage every invoice, design every graphic and website, curate every social media post, pen every video script, or shoot every video. He has a capable team who each uses his or her own expertise to accomplish these tasks.

And having a team of experts to help support Paragon Marketing Group has given Skip great freedom to run his business.

We would love for you to find freedom in running your business, too. And one great way you can do that is to gain some independence in your marketing.

Maybe that looks like hiring a single person in-house to do your marketing.

Maybe that means setting aside a few hours each day to work on marketing, yourself.

Or maybe you could hire a marketing agency like Paragon Marketing Group to run your marketing so you can enjoy the freedom to run your business.

Gaining marketing independence will look different for everyone.

Here’s a Few Takeaways:
  1. Make sure you own your digital assets (and if you don’t, hire someone who will let you).
  2. Differentiate yourself from your competitors (don’t become dependent on your competitors for marketing ideas).
  3. Enjoy the freedom of running your business by not taking on all of your marketing alone (find someone who can help).

If you have any questions, we’re here, and we’re ready to help.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

Your Marketing Can’t Take a Vacation

marketing can't take a vacation

It’s summer time! The sun is shining, the temperature is up, students are out on summer break, and many people are getting ready to go on vacation. You might also be preparing to go on a much needed (and well-deserved) vacation. But just because you can go on vacation doesn’t mean your marketing should.

Today, we’re going to give you three reasons why your marketing can’t take a vacation  . . .

3 Reasons Your Marketing Can’t Take a Vacation

It might only seem fair that your marketing should get a break (or better, you), but we stand firm behind these three reasons your marketing shouldn’t stop over the summer months.

Don’t let your marketing take a vacation this summer . . .

1. Your Business Will Take a Hit

If you’ve read any of our former posts, you’ve probably heard us say this many times before, but we’ll say it again: you should view marketing as an investment, not an expense.

Marketing has so many positive functions in your business. It . . . 

  • Informs and educates people about your business and your products/services.
  • Keeps your customers engaged and builds credibility not just for your current customers but also for your new customers.
  • Enhances your business’s reputation from having a professional website to represent your business, to five-star reviews on your Google profile, to great customer service on your social media profiles.
  • Gives you leads and generates interest in your business which leads to sales.
  • Grows your business as you implement marketing strategies.

So if you understand even just a little bit about how much value marketing offers your business, imagine what would happen if you stopped marketing altogether.

Let’s say you stopped updating your website. You stopped Google ads, didn’t bother updating videos on your site from 10 years ago, and stopped posting to your social media profiles. Your digital graphics are at least 7 years old. Your Google profile doesn’t have your business’s updated address, hours, or phone number. You stopped implementing SEO keywords into your blog, website, and social media strategy.

Alone, these issues might not seem like a big deal. But when you start to look at the big picture, you’ll notice that when you stop marketing your business, you have a LOT to lose, like . . .

  • Leads, because they’ve never heard of your business.
  • Credibility, because your listings aren’t up-to-date.
  • Engagement, because you stopped engaging with them.
  • Reputation, because your site and graphics aren’t professional.
  • Visibility, because you aren’t implementing SEO.
  • An edge over competitors, because they didn’t stop marketing . . . YOU did.

2. Your Competitors Won’t Take a Vacation

Let’s backtrack here for a second.

If you’re a business owner, you’re really busy. You’re juggling a lot. You’re working through the challenge of owning a business and trying to market it at the same time.

Running a business isn’t easy, so of course, trying to do all your business marketing is a major undertaking.

If you’re taking a break from your marketing, you might just feel burnt out. You might be struggling financially and feel like you can’t dedicate any of your budget to marketing. Or you might not even be purposefully taking a marketing vacation . . . maybe you’ve been so busy, you’re just doing as much as you can and marketing is on the back burner.

Whether you’re actively marketing or taking a break, remember this: your competitors aren’t taking a vacation. Your competitors are actively marketing their businesses. They’re going after the same clients as you are. They’re probably viewing your website and trying to find out how they can differentiate themselves from you. Maybe they’re watching your social media strategy and replicating whatever you’re doing because it’s working. Perhaps they’re targeting the same locations as you. They might even have similar brand colors as your business. They’re working to educate their clients – and future clients – on the same things.

So if your competitors aren’t taking a marketing vacation, then guess what . . . you shouldn’t be either!

But what are you supposed to do if you don’t have time for your marketing . . . ?

Well . . .

3. You Have Other Marketing Options

We’ve already established why you shouldn’t take a vacation from your marketing.

And perhaps there’s a good chance that if you are taking a marketing break, it’s not that you want to . . . you just need help.

Think of it like this: when you go on vacation and leave your kids at home, you don’t just tell them, “Hey, have a great week – figure things out!” (Can you imagine what your 5-year-old or 10-year-old would do?)

Or perhaps when you go on vacation, you have a couple dogs. You don’t just leave out the bag of food and wish them good luck. You bring them to a doggy daycare or invite over a trusted friend or relative to watch them.

And for those of us who like plants, we don’t go on vacation for two weeks and never ask anyone to water them . . . 

So just like our kids, our pets, and even our plants need looking after when we’re on vacation, so does your marketing.

As a business owner, you might not even remember what it feels like to go on vacation. Most business owners can share stories of working grueling hours, rarely getting enough sleep, and just barely managing their lives outside of work. But sometimes, you deserve to go on vacation.

And the even better news? You can go on that vacation. Just make sure you leave your marketing in trusted hands.

At Paragon Marketing Group, we’re here so you can take the vacation, that well-deserved time off from work. Our tagline says it well:

“You run your business, we’ll run your marketing.

Paragon Marketing Group

You don’t want your business to suffer because you haven’t been marketing. And you don’t want to lose business to your competitors because you don’t have the time to market.

Whether you need to lighten your workload and hand off some of your marketing tasks, or you’re looking to completely get marketing off your plate, Paragon Marketing Group is here to help.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

Top 10 Marketing Mistakes

Circling marketing mistakes in pink highlighter

“Don’t be a fool and make these marketing mistakes.”

Um . . . what?

We promise this isn’t a prank or an April Fool’s Joke. We’re not calling anyone a fool. Rather, as a small business, one of our biggest desires is that other business owners not make some of the most common marketing mistakes we’ve seen over the last several years.

Don’t Make These Top 10 Marketing Mistakes

Now maybe you’ve made some of these. Or maybe you’re looking for some tips on how to avoid making these mistakes. Either way, here are the top 10 marketing mistakes we’ve seen:

Business owner pondering what marketing mistakes he's made
Have you ever made any of these marketing mistakes?

Mistake #1

Your business doesn’t have a website OR your website is outdated.

Having a sleek, professional, and updated website is a vital part of your web presence. Not only will a website help your customers find your business online, but it will also give your business more credibility than organizations with just social media sites.

Mistake #2

You aren’t thinking about your mobile viewers.

More customers are conducting business, making purchases, and scheduling appointments on their phones today. So every business needs an attractive, functional, responsive, and mobile-friendly website that will serve your customers where they are and encourage them to spend more time on your site. Because more time on your site means a higher likelihood of them making a purchase.

Mistake #3

You don’t know who your audience is, where to find them, or how to reach them.

This is where marketing strategy comes into play. If you’re just throwing content onto the internet, there’s no way you can track, measure, or even hope for success. Determining who your target audience is (and where to find them) is a crucial step you should take before deciding which marketing channels to use.

Mistake #4

You don’t know who your competitors are or what they’re doing.

As a small business, you have to work even harder to get your message out there when you have competitors. Learning who your competitors are and what they’re doing — as in what’s working and what’s not — is vital to help you differentiate your business from the competition.

Mistake #5

You’re under-utilizing OR over-utilizing your social media channels.

Most people are on at least one social channel, if not several. This is great news, because that means your customers are ready and waiting for your business to interact with them! But successful social media requires a plan. Are you posting once every 6 months, or 6 times a day? You don’t want your audience to forget about you, but you also don’t want to annoy them. Come up with a plan and then consistently post to your social channels.

Mistake #6

Your business is difficult for your customers to find.

Before you can build trust with potential clients, listing your business in leading directories will make your business visible and easy to find. Plus, making your business easy to find in leading applications, search engines, and other directories will provide the validity your business needs to be established online.

Mistake #7

You’re hoping rather than creating a well-thought plan and strategy to accomplish your marketing goals.

We often don’t put enough stock into our plans. It’s so much easier to come up with a few marketing goals and then hope for the best! But marketing goals shouldn’t be just unfulfilled New Year’s resolutions. Schedule time to come up with a plan (or contact us so we can help you make one!), write down all your goals and your plans to accomplish them, and then start executing.

Mistake #8

You aren’t distinguishing your products/services from your competition.

For better or worse, you know you’re not the only business owner selling your product or service. You likely have local, regional, and national competitors vying for the same customers as you. That’s why it’s so important to differentiate your product or service. Ask yourself what separates you from all your competitors. Why should customers buy from you rather than from someone else?

Mistake #9

You’re trying to do all the marketing yourself OR you’re not doing any marketing at all.

Perhaps you’re trying to figure out how to market your business, or maybe you’ve even wondered how much money you should spend on marketing per month. Have you ever wondered how you’re supposed to have time to do all your marketing while trying to run your business? Whether you need to delegate marketing responsibilities to other staff or outsource your marketing altogether, we recommend not trying to do it all yourself. In fact, that’s where our company tagline comes into play: “You run your business, we run your marketing.” If you’re interested in outsourcing any of your marketing, we’d love to help you.

Mistake #10

You consider marketing an expense rather than an investment.

Like all things in life, it’s much easier to focus on the short-term than the long-term. Yes, it does cost money to outsource your marketing, but as a marketing agency, we stand by the belief that it’s so much more a long-term investment in your business rather than a short-term expense.

Let’s face it — no one is perfect at marketing. No business owner has all the answers and can do everything perfectly. In a way, we’re all fools to an extent, because it’s impossible to know everything. And even if we did know everything about running a business, our time can’t fully be dedicated to marketing our businesses.

And that’s really where we come in. At Paragon Marketing Group, we understand exactly what it’s like to feel overwhelmed. We know what it’s like to wear all the hats and juggle all the balls. We’ve been in your shoes before. And that’s why it’s so important that we not only help other small businesses like us, but also be a marketing resource that you can access whenever you need.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

The Why’s of Marketing

asking why five times

So when we consider all that goes into marketing, the big “why’s of marketing” we often hear from clients are . . .  

  • “Why is marketing necessary for my business to succeed?”
  • “Why do I have to embrace digital marketing?”
  • “Why is marketing going to make my business any different than other businesses?”
  • “Why do I need to establish a brand?”
  • “Why should I consider outsourcing my marketing to Paragon Marketing Group?”

And we could go on. Now, you might have asked or heard different why’s, and that’s okay. But in some way or other, marketing impacts all of us, every single day. And as a business owner, understanding marketing isn’t just essential to running your business; marketing will help establish your business in the industry and expand its reach.

5 Why’s of Marketing You Should Consider

If you’re a small business owner, here are some “why’s of marketing” you should consider . . . 

A business owner considering the why's of marketing
Which “why’s” should you consider when it comes to your marketing?

Why Is Marketing Necessary for Your Business to Succeed?

Marketing will help your business succeed because it . . . 

  • Creates awareness of your products or services
  • Builds relationships with customers
  • Establishes your credibility as a business
  • Gives you valuable information so you can measure your success
  • Helps you compete in the marketplace

Why Should You Embrace Marketing?

Unlike traditional marketing methods, digital marketing . . . 

  • Is cost-effective, scalable, and measurable
  • Not limited to geography
  • Allows you to target the right audience for your business
  • Gives your business more touchpoints with customers

Why Is Marketing Going to Make Your Business Stand Out from Others?

Marketing will help your business stand out because it . . .

  • Offers you the ability to show and tell why your business is different from others
  • Gives you endless opportunities to set your business apart from competitors
  • Provides a place for you to engage with customers to find out exactly what they want
  • Offers social proof (testimonials, reviews) of your business’s success

Why Do You Need to Establish a Brand?

Establishing your brand will . . . 

  • Corroborate your business’s credibility
  • Increase customers’ familiarity with your business
  • Convert interest into sales
  • Build trust with your customers

Why Should You Consider Outsourcing Your Marketing to Paragon Marketing Group?

Paragon Marketing Group is worth hiring because . . . 

  • We can run your marketing, while you focus on running your business
  • Together, we have more than 60 years of combined experience that covers every aspect of marketing
  • We desire to help organizations, whether they’re personal, corporate, or anything in between
  • We specialize in helping small businesses, startup businesses, Christian businesses, and nonprofits
  • We promise to work with you every step of the way so we can make your vision a reality

So . . . have we convinced you that marketing your small business is absolutely essential? Okay, maybe you still have some questions. Or, maybe you’re already trying your hand at marketing your business yourself. If that’s the case, we have some good news for you:

You started — and that’s often the hardest part. But if you’re looking for help or advice, or maybe just need someone to take some of the marketing off your plate, that’s exactly what we’re here for. Contact us by visiting our website at paragonmarketinggroup.com or call us at 262-443-9092. We can’t wait to help you!

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

5 Reasons to Outsource Your Marketing

“Why should I hire you if I can just figure it all out myself?” This is a common question we’ve heard when we talk about why you should outsource your marketing.

And that’s a great question. This might not apply to EVERY business. But most small businesses that are struggling to juggle everything are going to want to hear this. So here are 5 reasons we think it’s time for MOST businesses to outsource their marketing.

Business owner feels overwhelmed. He should consider outsourcing his marketing.
Feeling overwhelmed? Maybe it’s time to outsource your marketing!

5 Reasons to Outsource Your Marketing

1. You’re Juggling Too Many Things

When you have to do everything yourself, two things often happen:

  • You can’t perform every task at a high level because you’re too busy trying to do everything, so often you’re unable to give the necessary attention to all aspects of your business; OR
  • You forget about or give up on trying to do everything, so things like marketing fall by the wayside because you don’t have the time to dedicate to it.

If you see yourself in either or both of those situations, you’re not alone. You’re just juggling too many things, like this business owner.

2. You’re Focused on the Short Term

Like all good things in life, marketing takes time. And that time is a commitment you make to really invest in your business. But most business owners are often just trying to get through the next day, the next week, or the next month. And when it comes to marketing, this mindset is doomed to fail. Why? Because you’re focused on just the short term. It’s time to change your focus.

How do you start thinking with a long-term perspective? Since marketing strategies need regular planning and constant attention, you can start seeing results over time. Unfortunately, it is a rare business owner who can dedicate enough time to create a long-term plan specific to marketing.

That’s why many business owners will throw ideas at the wall and hope for the best. But this rarely works, if ever. And that’s why outsourcing your marketing to a team with the time can prepare your business to be successful over the long term.

3. You’re Losing Valuable Time

We often think of most things to purchase in terms of cost. How much is this lunch going to cost me? Am I going to have enough money to spend on my daughter’s dream wedding? How many dollars did your spouse just spend on that boat?! But what about the cost of your time . . . ?

If you’ve noticed a common thread through all these points, is that in most cases, business owners don’t have the luxury of time to dedicate to marketing. Ask yourself what all you could accomplish if you didn’t have to do all or any marketing by yourself.

Or maybe you haven’t spent much time on marketing, but it’s something you wish you had time for. A great marketing plan takes time and effort to create. And we’d love to help you do that!

4. You’re Limited to Only One Person’s Knowledge

Now maybe you or someone on staff has some marketing experience. That’s awesome! But what if you could multiply that knowledge? Together at Paragon Marketing Group, we offer more than 50 years of experience covering every aspect of marketing. Imagine what you could accomplish with so much more knowledge!

Let’s say you don’t have a background in marketing, but you’re considering hiring a person in-house. Now, this isn’t a bad solution, but consider the difference between hiring a full team of marketing experts as opposed to paying a single person a salary.

5. You Could Have So Many More Services at Your Disposal

Outsourcing your marketing truly does come with its perks. Consider all the additional services you could have employed for your business:

That’s a lot of services! And you could have all of them at your disposal if you outsource your marketing to a full-service group like Paragon!

You now have 5 great reasons to consider outsourcing your marketing. 

Now it’s pretty natural to have doubts or uncertainties about moving forward. It’s a big step. So as you have questions, talk to us. We’d love to discuss things further and find out how we can really take your marketing to the next level, and relieve that pressure you’ve been facing to do everything yourself.

You can contact us by visiting our website at paragonmarketinggroup.com or call us at 262-443-9092. We’d love to hear from you.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

It’s Time To Plan Your Marketing For 2023

A marketer pointing to a graph on his computer to demonstrate why it's important to plan your marketing for 2023.

We’re still a few months from the new year, but that doesn’t mean your marketing shouldn’t be prepared. It’s time to plan your marketing for 2023. Aside from inflation and economic changes impacting businesses nationwide, technological advances and new, emerging trends in marketing mean it’s even more important to start planning your marketing for the upcoming year.

As a full-service marketing group, we believe it’s important that your marketing attract new clients while retaining your current customers. Here are three reasons why it’s time to plan your marketing for 2023:

1. Marketing Trends Are Always Changing . . . And So Should You

Between a global pandemic and constant advancements in technology, it isn’t surprising that advertising trends are changing. While we believe in celebrating your milestones, the marketing machine is constantly evolving, which means your marketing strategies should, too. Whether you need help with your website or a social channel, it’s time to map out marketing strategies for 2023.

Constantly evolving marketing trends means it's time to change and plan your marketing for 2023.
Constantly evolving marketing trends means it’s time to change and plan your marketing for 2023.

2. New Consumers’ Habits Requires A Mobile-First Mindset

While the pandemic might have slowed in-person business for many consumers, those same consumers not only continue to spend more time online, but they also use their mobile devices to shop, search for businesses, and view websites on their mobile devices. And with this move here to stay, businesses need to ensure their websites are responsive, consider increasing their mobile advertising budget, and make decisions with a mobile-first mindset to continue to attract today’s consumers.

Plan your marketing for 2023 with a mobile-first mindset as more consumers continue to search and shop on their mobile devices.
Plan your marketing for 2023 with a mobile-first mindset as more consumers continue to search and shop on their mobile devices.

Source: FinancesOnline

3. Marketing Experts Could Give You The Upper Hand

Many people are overwhelmed by the prospect of trying to design their own website, get their business in all the proper listings, and post regularly to multiple social channels in addition to all the other marketing avenues they could be utilizing. What often helps a business stand out from the crowd is bringing in a third-party expert. Why? Because marketing firms stay up-to-date on the latest trends and specialize in providing marketing services for businesses big or small. They can even manage your marketing completely if you rather focus on running your business. Whether you need an outside opinion or guidance, firms like Paragon Marketing Group can provide the necessary expertise you need.

Consider hiring a marketing firm, like Paragon Marketing Group, to help you in the year as you plan for marketing in 2023.
Consider hiring a marketing firm, like Paragon Marketing Group, to help you in the year as you plan for marketing in 2023.

Source: Paragon Marketing Group

Marketing trends will continue to change, so it’s vital that your business embrace the future. Whether you choose to hire a marketing firm for outside expertise, mobilize your website to create a better online experience for your mobile users, or map out a marketing strategy to prepare for the new year, now is the time to plan your marketing for 2023.