Every Customer Touch Point Shapes Your Brand’s Story

An option to subscribe to an email newsletter on a work computer, demonstrating an example of a customer touch point

Picture this: a potential client discovers your business through a LinkedIn post, visits your website, reads your blog, and receives your email newsletter—all before making their first purchase. Each customer touch point weaves together to create their perception of your brand. At Paragon Marketing Group, we understand these moments of connection are crucial building blocks that drive business growth.

In this post, we’ll cover the difference between touch points and marketing channels, the customer’s journey, common touch points, the value of every interaction, and building your brand through touch points.

Understanding Touch Points vs. Marketing Channels

Marketing channels are the platforms or methods you use to reach your audience, such as email marketing, social media, or direct mail. Touch points, however, are the actual moments of interaction that occur within these channels. For example, while email is a marketing channel, a customer opening and reading your newsletter is a customer touch point.

Key Takeaway: Marketing channels provide the framework, but touch points create the actual connection with your audience.

Common Customer Touch Points

Now that you know the difference between marketing channels and touch points, it’s time to determine which touch points your customers are using to interact with you. Your business likely engages with customers through various touch points, such as these::

  • Website visits and blog content
  • Social media interactions
  • Email newsletters and campaigns
  • Direct mail materials
  • Customer service calls
  • Online advertisements
  • Customer reviews on Google
  • In-person interactions

Key Takeaway: To create a cohesive brand experience, you need to maintain consistency across all your touch points.

The Journey Through Touch Points

Touch points occur across several key stages:

  • Awareness: When customers first discover your brand.
  • Consideration: As they research and compare options.
  • Decision: When they’re ready to make a purchase.
  • Post-purchase: Throughout their experience using your product or service.
  • Loyalty: During ongoing engagement and repeat purchases.

Key Takeaway: Each stage of the customer journey presents unique opportunities for meaningful engagement.

The Value of Every Interaction

Not every customer touch point leads directly to a sale, but each one contributes to your brand’s story. Research shows that customers typically need at least 8 touch points on average before making a purchase decision. Each interaction builds familiarity, trust, and brand recognition.

For example, a prospect might search for a service on Google. Then, she may click on your website and read about your business. Before making a decision, she decides to look up your reviews on Google to see what other people think. She may even visit one or multiple of your business’s social media pages to see how up-to-date your brand is. Do people interact with the posts? Is the information current or outdated? She may decide to subscribe to your newsletter and think about what she really wants to do before making a purchasing decision.

Time goes by. Finally, the prospect is retargeted by a Facebook ad or maybe sees an ad on Hulu and is reminded of your business. She may receive another email or even click on an Instagram post before eventually deciding your business is right for her.

While the prospect needed several touch points before deciding to make a purchase, each touch point did not end with a sale. Rather, each touch point provided value by building familiarity and trust with the brand before the prospect finally chose to move forward.

Key Takeaway: Patient, consistent engagement across multiple touch points creates a strong foundation for future sales.

Building Your Brand Through Touch Points

Every touch point is an opportunity to demonstrate your brand’s values and expertise. At Paragon Marketing Group, we help businesses create meaningful interactions through various touch points, including:

Key Takeaway: Strategic customer touch points help create a memorable brand identity that resonates with your target audience.

Here’s a Quick Recap:

  1. Customer touch points create real connections within marketing channels.
  2. Consistency across touch points builds a cohesive brand experience.
  3. Different stages of the customer journey require different types of engagement.
  4. Multiple touch points work together to drive purchasing decisions.
  5. Every interaction contributes to your brand’s story and reputation.

In an increasingly competitive marketplace, every touch point counts. As a full-service marketing group, Paragon Marketing Group combines digital and traditional solutions to create meaningful customer interactions across all channels. We understand there’s no “one size fits all” approach to marketing, which is why we customize our touch point strategy to meet your specific business needs and goals.

Ready to strengthen your customer touch points? Please visit our website at paragonmarketinggroup.com or call us at 262-443-9092 to start developing a comprehensive marketing strategy that makes every interaction count.

Conquer Your Marketing Fears: A Business Owner’s Guide to Success

A frustrated business owner dealing with marketing fears

As a business owner, you’re no stranger to challenges. However, marketing fears often tops the list of concerns. Why? Because it’s a field that can seem overwhelming, especially when you’re trying to run your business simultaneously.

Let’s explore some of the biggest marketing fears business owners face and how to overcome them.

1. Lack of Marketing Knowledge

Many business owners feel they don’t understand marketing well enough to make informed decisions. This fear can paralyze your efforts and prevent you from taking necessary actions to grow your business. The rapidly evolving digital landscape can make it seem like you’re always playing catch-up with the latest trends and techniques.

Here are a few ways you can overcome this:

  • Educate yourself through online resources, blogs, and podcasts
  • Attend workshops, webinars, or local business events
  • Network with other business owners to share experiences and insights
  • Work with a marketing agency like Paragon Marketing Group for guidance and expertise

Key Takeaway: Embrace continuous learning and seek expert guidance to build your marketing knowledge and confidence.

2. Not Knowing Where to Start

The marketing landscape is vast, with numerous channels and strategies to choose from. It’s easy to feel lost when deciding where to begin your efforts. This overwhelm can lead to decision paralysis, preventing you from taking any action at all.

Try these strategies to address decision paralysis:

  • Identify your target audience and create detailed buyer personas
  • Research where your audience spends time online and what content they engage with
  • Focus on one or two channels initially, mastering them before expanding
  • Analyze your competitors’ marketing efforts for insights and inspiration
  • Consider your business goals and choose marketing strategies that align with them

Key Takeaway: Start by understanding your audience and focusing on a few key channels, gradually expanding your efforts as you gain confidence and see results.

3. Spending Too Much Without Results

One of the most common fears is investing money in marketing without seeing a return. This concern is valid, but remember: marketing is an investment, not an expense. Many small business owners worry about allocating precious resources to marketing campaigns that might not yield immediate results. However, effective marketing often requires patience and persistence.

To address this fear, we recommend the following tactics:

  • Set clear, measurable goals
  • Track your results consistently
  • Be patient and give your strategies time to work
  • Adjust your approach based on data and insights

Key Takeaway: Approach marketing as a strategic investment with clear goals and metrics, allowing time for strategies to yield results.

4. Committing More Than You’re Ready For

Long-term contracts or large-scale campaigns can be intimidating. You might worry about biting off more than you can chew, especially if you’re new to structured marketing efforts. This fear can prevent you from taking necessary steps to grow your business.

To avoid this, try the following:

  • Look for flexible marketing solutions that can scale with your business
  • Start with short-term commitments or project-based work
  • Gradually increase your marketing efforts as you see results and gain confidence
  • Regularly review and adjust your marketing plan based on your comfort level and business needs

At Paragon Marketing Group, we understand there’s no “one size fits all” when it comes to marketing your business. We offer flexible, customizable solutions that won’t require you to overcommit to any price or service you’re not comfortable with.

Key Takeaway: Start with flexible, scalable marketing solutions and gradually increase your commitment as you see positive results and grow more comfortable.

5. Understanding Data to Make Smart Decisions

The abundance of marketing data available can be overwhelming. You might fear misinterpreting data or making wrong decisions based on it, leading to missed opportunities or wasted resources.

If you want to become more data-savvy, consider the following ideas:

  • Focus on key performance indicators (KPIs) relevant to your specific goals
  • Use tools that simplify data analysis and visualization
  • Work with a marketing agency like Paragon Marketing Group for deeper insights

Key Takeaway: Embrace data-driven decision-making by focusing on relevant KPIs and using tools or experts to help interpret and act on the insights.

6. Sending the Right Messages

Crafting the perfect message that resonates with your audience can be daunting. You might worry about saying the wrong thing or being misunderstood, especially in today’s fast-paced and often sensitive social climate.

Want to improve your messaging? Try these methods:

  • Know your audience intimately, including their pain points and aspirations
  • Test different messages with small groups before large-scale implementation
  • Be authentic and true to your brand values in all communications
  • Use storytelling to create emotional connections with your audience
  • Stay informed about current events and cultural shifts that might affect your messaging
  • Get outside opinions from marketing partners you trust for honest, helpful insight

Key Takeaway: Develop authentic, audience-centric messaging through thorough research, testing, and a commitment to your brand values.

7. Failing to Gain New Customers

What if you invest in marketing but don’t see an increase in customers? This fear is common but can be mitigated with the right approach. Remember that customer acquisition is often a process, not an instant result.

Here are a few ways you can address this concern:

  • Ensure your marketing targets the right audience with relevant messaging
  • Create compelling offers or promotions to attract new customers
  • Continuously test and refine your approach based on customer feedback and data
  • Remember, marketing is only the first step. Implement a strong follow-up system to nurture leads.

Key Takeaway: Focus on targeted, value-driven marketing strategies and be prepared to adapt your approach based on customer responses and data insights.

8. Retaining Current Customers

While acquiring new customers is crucial, keeping existing ones is equally important. You might fear losing loyal customers in pursuit of new ones, or struggle to balance resources between acquisition and retention efforts.

To balance retention and acquisition, consider these options:

  • Implement customer loyalty programs to reward repeat business
  • Regularly engage with your existing customer base through email newsletters and personalized communication
  • Gather and act on customer feedback to improve your products or services
  • Create exclusive offers or early access for loyal customers

Key Takeaway: Implement a balanced marketing strategy that values customer retention as much as acquisition, using personalized engagement and loyalty programs.

9. Choosing the Wrong Marketing Agency

Selecting a marketing partner is a big decision. You might worry about picking an agency that doesn’t understand your business or deliver results. This fear is rooted in the potential for wasted resources and missed opportunities if you partner with an agency that’s not the right fit for your business.

To ease this concern, here are our recommendations:

  • Research potential agencies thoroughly, looking at their portfolio and client testimonials
  • Ensure the agency’s values and communication style align with yours
  • Discuss your goals, budget, and expectations openly during initial consultations

Key Takeaway: Take time to vet potential marketing agencies, starting with small projects to ensure a good fit before making a long-term commitment.

10. Losing Control Over Marketing Efforts

When you outsource marketing, you might fear losing control over your brand’s message or direction. This concern often stems from a deep personal investment in your business and a desire to maintain its unique voice and values.

If you want to maintain control, here are some guidelines:

  • Clearly communicate your brand values, voice, and goals to your marketing team
  • Be involved in key decisions and strategy planning sessions
  • Create a brand guide that outlines your visual identity and messaging guidelines
  • Provide constructive feedback and be open to professional recommendations

Key Takeaway: Maintain involvement in your marketing efforts through clear communication and collaborative decision-making with your marketing team.

Here’s a Quick Recap:

  1. Embrace continuous learning and seek expert guidance to build your marketing knowledge and confidence.
  2. Start by understanding your audience and focusing on a few key channels, gradually expanding your efforts as you gain confidence and see results.
  3. Approach marketing as a strategic investment with clear goals and metrics, allowing time for strategies to yield results.
  4. Start with flexible, scalable marketing solutions and gradually increase your commitment as you see positive results and grow more comfortable.
  5. Start with flexible, scalable marketing solutions and gradually increase your commitment as you see positive results and grow more comfortable.
  6. Develop authentic, audience-centric messaging through thorough research, testing, and a commitment to your brand values.
  7. Focus on targeted, value-driven marketing strategies and be prepared to adapt your approach based on customer responses and data insights.
  8. Implement a balanced marketing strategy that values customer retention as much as acquisition, using personalized engagement and loyalty programs.
  9. Take time to vet potential marketing agencies, starting with small projects to ensure a good fit before making a long-term commitment.
  10. Maintain involvement in your marketing efforts through clear communication and collaborative decision-making with your marketing team.

Remember, you’re not alone in these marketing fears. Many business owners face similar challenges. The key is to acknowledge these fears and take steps to address them.

At Paragon Marketing Group, we understand these concerns intimately. As a Wisconsin marketing company, we’ve helped countless businesses overcome their marketing fears and achieve success. Our approach is simple: You Run Your Business, We’ll Run Your Marketing.

Don’t let marketing fears hold your business back. Please visit our website at paragonmarketinggroup.com or call us at 262-443-9092, and let’s turn those fears into opportunities for growth and success.

OTT Advertising: The Future of Digital Marketing Is Streaming

Friends watching a streaming service, demonstrating the power of OTT advertising

OTT advertising has emerged as a powerful tool for businesses looking to expand their reach and connect with audiences in new ways. But what exactly is OTT, and how does it differ from traditional media marketing methods?

In this blog post, we’ll cover the definition of OTT advertising, its benefits, content creation for its platforms, and how it integrates with traditional media advertising.

Understanding OTT Advertising

OTT, or “over-the-top” advertising, refers to content delivered directly to viewers via streaming services, bypassing traditional cable or satellite providers. This innovative approach allows businesses to target audiences who consume media through platforms like Hulu, YouTube, Roku, and other popular streaming services.

Key Takeaway: With OTT, viewers get a direct line to streaming platforms, opening up new possibilities for targeted marketing.

The Power of OTT in Modern Marketing

OTT has become a critical tool for businesses of all sizes. Here’s why:

  1. Expanded Reach: By leveraging both traditional and digital platforms, OTT amplifies brand visibility across diverse audiences.
  2. Precise Targeting: Unlike traditional TV advertising, OTT allows for more accurate audience targeting based on demographics, interests, and viewing habits.
  3. Cost-Effective Entry: OTT often provides more affordable entry points to the market, making it accessible even to small businesses with limited budgets.
  4. Real-Time Tracking: With OTT, advertisers can track performance in real-time, allowing for quick adjustments and optimization of campaigns.

Key Takeaway: OTT combines the wide reach of traditional media with the precision and flexibility of digital marketing.

Creating Compelling OTT Content

Many successful companies have mastered the art of branding consistency, and we could write an entire post focused on just a few key examples. Success in OTT advertising hinges on creating captivating content that resonates with your audience. High-quality video ads that tell a story, showcase your product or service clearly, and engage viewers quickly tend to perform best on streaming platforms.

Key Takeaway: Investing in compelling, platform-s

Integrating OTT with Traditional Media

While OTT is powerful on its own, it’s most effective when integrated with traditional media buys. At Paragon Marketing Group, we offer comprehensive media purchase solutions that encompass both OTT and traditional channels like TV and radio. This holistic approach ensures your message reaches your target audience across multiple touchpoints, maximizing brand awareness and engagement.

Key Takeaway: A balanced approach combining OTT and traditional media can create a robust, far-reaching marketing strategy.

Here’s a Quick Recap:

  1. With OTT, viewers get a direct line to streaming platforms, opening up new possibilities for targeted marketing.
  2. OTT combines the wide reach of traditional media with the precision and flexibility of digital marketing.
  3. Investing in compelling, platform-specific content is crucial for maximizing the impact of your OTT efforts.
  4. A balanced approach combining OTT and traditional media can create a robust, far-reaching marketing strategy.

OTT advertising represents a significant shift in the marketing landscape, offering businesses new ways to connect with their audience. By understanding and leveraging the power of OTT, companies can create more targeted and engaging advertising campaigns that drive results.

Please visit our website at paragonmarketinggroup.com or call us at 262-443-9092 to learn more about how we can help you with OTT advertising.

Mastering Branding Consistency: Your Key to Unforgettable Impressions

multiple items on a desk reflecting the importance of branding consistency for a business

Branding consistency is crucial for building a strong and recognizable brand. At Paragon Marketing Group, we understand your brand is more than just a logo or a color scheme; it’s a story you share with your customers. Ensuring your branding elements are consistent across all platforms is key to communicating your story effectively and building trust with your audience.

In this blog post, we’ll cover the impact of brand consistency (and inconsistency), great branding examples, and some practical steps you can start taking to maintain brand consistency in your business.

What Is Branding Consistency?

Branding consistency involves maintaining a uniform appearance and message across all marketing materials and customer touchpoints. This includes everything from your logo and color scheme to the tone of your communications and the quality of your customer service. When your branding is consistent, it helps to create a strong, unified image of your company in the minds of your customers.

Takeaway: Maintaining consistent branding builds a cohesive and powerful image for your business.

The Impact of Inconsistency

Rather, inconsistent branding confuses your customers and dilutes your brand’s message. Imagine a company where the logo on the website is different from the one on social media, or the colors on the business cards don’t match the colors on the brochures. Even worse, think of employees wearing shirts with a business name that doesn’t match the name on the website. This lack of attention to detail can make your company appear unprofessional and disorganized.

Key takeaway: Inconsistent branding can make your company appear unprofessional and disorganized.

Great Branding Examples

Many successful companies have mastered the art of branding consistency, and we could write an entire post focused on just a few key examples. Instead, we’ll highlight two well recognized brands:

  1. Apple: This brand uses a sleek, minimalist design across all its products, packaging, and marketing materials. This results in a cohesive and instantly recognizable brand image.
  2. Coca-Cola: Similarly, this brand maintains a consistent color scheme, logo, and messaging across all its advertising and packaging, reinforcing its brand identity worldwide.

Key takeaway: Successful companies like Apple and Coca-Cola demonstrate the power of consistent branding.

The Connection Between Branding and Customer Service

Amazing customer service is an essential part of your brand. When customers have a positive experience with your company, it reinforces the brand’s values and promises. At Paragon Marketing Group, we believe every interaction with your customers should reflect your brand’s identity. It’s up to your business to make sure your customer service is consistent with your brand’s voice and values.

Key takeaway: Positive customer service experiences reinforce your brand’s values and promises.

How to Maintain Branding Consistency

Here are a few practical steps you can start taking to maintain consistency for your brand:

  1. Establish Brand Guidelines: Create a comprehensive guide that includes your logo, color scheme, fonts, and tone of voice. This will ensure everyone in your company is on the same page.
  2. Audit Your Brand Regularly: Regularly review all your marketing materials to ensure they align with your brand guidelines. This includes your website, social media, print materials, and even employee uniforms.
  3. Invest in Professional Design Services: Working with professional designers, like those at Paragon Marketing Group, can help you maintain a high standard of consistency across all your branding materials.

Key takeaway: Establishing brand guidelines, conducting regular audits, and investing in professional design services can help maintain branding consistency.

Here’s a Quick Recap:

  1. Maintaining consistent branding builds a cohesive and powerful image for your company
  2. Inconsistent branding can make your company appear unprofessional and disorganized.
  3. Successful companies like Apple and Coca-Cola demonstrate the power of consistent branding.
  4. Positive customer service experiences reinforce your brand’s values and promises.
  5. Establishing brand guidelines, conducting regular audits, and investing in professional design services can help maintain branding consistency.

Branding consistency is essential for building a strong, recognizable brand. By maintaining a uniform appearance and message across all platforms, you can create a cohesive image of your company that builds trust with your customers.

At Paragon Marketing Group, we’re dedicated to helping you achieve branding consistency with our professional design services. Please visit our website at paragonmarketinggroup.com or call us at 262-443-9092 to learn more about how we can help you tell your story.

Harnessing the Power of Video Testimonials for Your Business

An example of the power of video testimonials with the Paragon Marketing Group video team

Video testimonials have emerged as an impactful tool for businesses to connect with their audience. At Paragon Marketing Group, we understand the value and power of video testimonials, not only for attracting new clients but also for hiring top talent.

In this blog post, we’ll cover how utilizing video testimonials strategically can elevate your brand and build trust with both customers and potential employees.

How to Use Video Testimonials to Market Your Business

Discover how video testimonials can attract new clients and new talent:

Attracting Clients with Authentic Video Testimonials

Video testimonials from satisfied clients provide a genuine and relatable insight into the value your business offers. Unlike written reviews, video testimonials capture the client’s emotions, expressions, and tone, making the endorsement more credible and engaging.

A great example that demonstrates the power of video testimonials is from our client Daryl Burczyk, owner of Lilikoi Resort. Check out his video testimonial for Paragon Marketing Group below.

Are you harnessing the power of video testimonials for your business?

Takeaway: Video testimonials humanize your brand, making it easier for potential clients to trust your products or services.

Boosting Employee Recruitment with Video Testimonials

Attracting the right talent is crucial for any business’s success. Unlike client testimonials that are more likely to affect potential new customers, video testimonials from current employees can showcase your company culture, values, and the benefits of working with your team.

Job seekers researching your company can learn about current staff’s personal stories and experiences. Rather than just hoping for the best, job seekers will have a much better idea of the company culture before deciding whether to apply.

Recently, we filmed a short video testimonial to showcase the culture here at Paragon Marketing Group. Take a look:

Takeaway: Employee video testimonials can significantly enhance your recruitment efforts by providing a genuine glimpse into your workplace culture.

Capturing Testimonials with Professional Video Production

To capture compelling video testimonials, we recommend enlisting a professional video specialist. At Paragon Marketing Group, video production is a cornerstone of our services, delivering high-quality content across various platforms.

Before you pick up your smartphone to record a testimonial, consider partnering with Paragon Marketing Group. We can create videos for your website and produce effective training materials, ensuring your video testimonials are polished and impactful.

Takeaway: High-quality video production is essential for creating compelling and professional video testimonials.

Why Choose Paragon Marketing Group?

As a former video production company, Paragon Marketing Group is uniquely positioned to provide unparalleled video production services. We handle everything from filming to live streaming to post-production and ensure your videos are placed where they will be most effective. Our comprehensive approach means your video testimonials will not only look professional but will also be strategically used to achieve your marketing goals.

Here’s a Quick Recap:
  1. Video testimonials humanize your brand, making it easier for potential clients to trust your products or services.
  2. Employee video testimonials can significantly enhance your recruitment efforts by providing a genuine glimpse into your workplace culture.
  3. High-quality video production is essential for creating compelling and professional video testimonials.

Video testimonials are a powerful tool that can transform your business’s marketing and hiring efforts. By showcasing authentic client experiences and highlighting your company culture, you build trust and credibility with both potential customers and future employees.

At Paragon Marketing Group, we are committed to helping you harness the full potential of video testimonials through our expert video production and marketing services. Please visit our website at paragonmarketinggroup.com or call us at 262-443-9092 to learn more about how we can elevate your business with the power of video testimonials.

Marketing with the Customer in Mind: Strategies for Success

a salesperson who is demonstrating marketing with the customer in mind

Today, it’s easy for small business owners to fall into the trap of making marketing decisions based on their personal preferences rather than what’s best for their customers. However, effective marketing must be crafted with the customer in mind to truly resonate and drive results.

In this blog post, we’ll cover the benefits of marketing with the customer in mind and provide actionable strategies to make your marketing efforts customer-centric.

Strategies for Marketing with the Customer in Mind

Check out these six ways to start marketing with your customers top of mind:

Salesperson in salon demonstrating marketing with the customer in mind
Are you marketing with your customers in mind?

Strategy #1: Understand Your Target Audience

Before you even start to market, you should know your target audience inside and out. If you have an idea but you need more information, consider conducting market research to gather data about your target audience’s demographics, preferences, and behaviors. 

Tools like surveys, focus groups, and social media analytics can provide valuable insights. This data will help you create detailed buyer personas that represent your ideal customers.

Takeaway: Effective marketing starts with a deep understanding of your target audience.

Strategy #2: Prioritize Customer Needs Over Personal Preferences

One common mistake business owners make is basing marketing decisions on their own tastes and opinions. While it’s natural to have a vision for your brand, you need to prioritize your customers’ needs and preferences as they’re the ones who will be purchasing and using your product or service. What appeals to you may not necessarily appeal to your customers.


One of the best ways to find out if your customers are satisfied is to first, ask them! Whether you’re asking a client in person or requesting customer feedback after they’ve made a purchase, your customer is your best source of information to understand whether you need to make changes to your product or service.

The next best way to find out if your customers are satisfied is to dig into the data. More on that in our next strategy . . .

Takeaway: Use customer feedback to guide your marketing strategies rather than personal bias.

Strategy #3: Utilize Data-Driven Decision Making

Data is a powerful tool that can help you make informed marketing decisions. By analyzing customer data, you can identify trends, preferences, and behaviors that inform your marketing strategies.

For instance, using analytics to find out what social posts are most engaging, which emails are producing the most sales, which graphics are resonating the most, and which buttons are getting clicked most on your website, can help you best understand what is resonating most with your audience. Using data to drive decisions ensures your marketing efforts are grounded in evidence rather than guesswork.

Takeaway: Relying on data-driven insights leads to more strategic marketing decisions.

Strategy #4: Create Personalized Experiences

Personalization is key to making your customers feel valued and understood. Tailor your marketing messages to address the specific needs and preferences of different segments of your audience.

Personalization can be as simple as using the customer’s name in emails, responding directly to social media comments, or recommending products based on past purchases. If you’re the founder or owner of a small business, often meeting and speaking to customers face-to-face can go a long way. When customers feel that your marketing is speaking directly to them, they are more likely to engage and convert.

Takeaway: Personalized marketing creates a stronger connection with your customers and enhances engagement.

Strategy #5: Focus on Value and Solutions

Your marketing should clearly communicate the value and solutions your products or services provide. Customers are looking for solutions to their problems, so your marketing messages should highlight how your offerings can meet their needs. Instead of focusing solely on the features of your product, emphasize the benefits and outcomes that customers will experience.

Takeaway: Highlighting value and solutions in your marketing messages resonates more with customers.

Strategy #6: Test and Adapt

Marketing is not a one-size-fits-all approach. What works for one audience may not work for another. Continuously test different marketing strategies and measure their effectiveness. Be prepared to adapt and refine your approach based on what the data shows.

Even if an old website, former mailer, or a specific marketing channel produced results in the past doesn’t mean that it’s what will work best for your business today. Flexibility and willingness to change are crucial for staying relevant and being successful in your marketing efforts.

Takeaway: Continuous testing and adaptation ensure your marketing strategies remain effective and relevant.

Here’s a Quick Recap:
  1. Effective marketing starts with a deep understanding of your target audience.
  2. Use customer feedback to guide your marketing strategies rather than personal bias.
  3. Relying on data-driven insights leads to more strategic marketing decisions.
  4. Personalized marketing creates a stronger connection with your customers and enhances engagement.
  5. Highlighting value and solutions in your marketing messages resonates more with customers.
  6. Continuous testing and adaptation ensure your marketing strategies remain effective and relevant.

Marketing with the customer in mind is essential for building strong relationships and driving business success. By understanding your audience, prioritizing their needs, utilizing data-driven decisions, personalizing experiences, focusing on value, and being adaptable, you can create marketing strategies that truly resonate with your customers. 

At Paragon Marketing Group, we emphasize the importance of customer-centric marketing to help businesses achieve their goals. Remember, effective marketing is not about what you prefer but about what your customers need and want.

Please visit our website at paragonmarketinggroup.com or call us at 262-443-9092 to learn more about how we can help put your customers at the center of your marketing strategy.

The Compelling Case to Outsource Your Marketing Efforts

Man circling the word "marketing" on a mirror, demonstrating the dilemma of businesses deciding whether to outsource their marketing.

In today’s fast-paced business landscape, many companies struggle deciding whether to handle marketing in-house or outsource to a specialized agency. Outsourcing your marketing efforts to a dedicated agency offers advantages that can propel your business forward. By partnering with a team of experts, you gain access to knowledge, experience, and resources that would be challenging and costly to replicate in-house.

In this blog post, we’ll explore why outsourcing your marketing efforts can be a game-changer for your business.

How Choosing to Outsource Your Marketing Can Benefit Your Business

Discover three benefits of outsourcing your marketing to an agency:

A team of marketing professionals working on clients' work. Displaying benefits of a business that chose to outsource its marketing to an agency.
Could your business benefit from outsourcing your marketing to an agency?

Benefit #1: Access to a Multidisciplinary Team of Experts

Outsourcing your marketing allows you to tap into a pool of professionals with diverse skill sets. Rather than hiring and managing multiple in-house employees, you gain access to a well-rounded team.

At Paragon Marketing Group, our team of experts each focuses on a specific area of marketing. From video production and web design to social media marketing and graphic design and more, our team members dedicate themselves to mastering their respective disciplines.

This specialized approach allows us to assemble a well-rounded team with deep knowledge and skills in various marketing domains. By combining our diverse talents, we can seamlessly collaborate and execute marketing strategies tailored to our clients’ unique needs and goals.

Takeaway: You gain access to a multidisciplinary team of experts, ensuring your marketing efforts are effective, when you outsource your marketing.

Benefit #2: Cost Savings and Efficiency

Hiring an in-house marketing team can be a significant financial burden, especially for small and medium-sized businesses. You have to account for competitive salaries and benefits. In addition, you need to invest in the necessary tools, software, and resources required for effective marketing campaigns. Outsourcing your marketing to an agency often proves to be a more cost-effective solution. By partnering with an agency, you benefit from their established infrastructure, tools, and resources, eliminating the need for substantial upfront investments.

Moreover, the cost savings of outsourcing become even more apparent when compared to hiring a single in-house marketing professional. The salary and benefits package for a skilled marketer can easily exceed $60,000 annually, depending on experience and expertise. In contrast, agencies like Paragon Marketing Group can provide full-service marketing support at a fraction of that cost, often for less than half the price of a single in-house hire.

Agencies can efficiently allocate resources across multiple clients, leveraging economies of scale to deliver high-quality work at a more affordable rate. This means that you gain access to a team of specialists with diverse skills and expertise. You don’t have to rely on a single individual to handle all aspects of your marketing efforts.

Takeaway: Having an agency like Paragon Marketing Group offers significant cost savings compared to building an in-house team. Connecting with an agency gives you access to a full suite of marketing services and expertise at a fraction of the cost of a single in-house hire.

Benefit #3: Access to Cutting-Edge Expertise and Resources

Marketing agencies are dedicated to staying at the forefront of industry trends, best practices, and emerging technologies. By outsourcing your marketing, you gain access to this cutting-edge expertise and the latest tools and resources. This ensures your marketing strategies remain relevant, innovative, and effective in a constantly evolving digital landscape.

Beyond knowledge and expertise, agencies like Paragon Marketing Group have access to overlooked resources when businesses consider handling marketing in-house. For instance, we maintain established relationships and connections with key industry players, such as Google Ads and Meta (Facebook) representatives. These connections provide us with valuable insights, early access to new features, and dedicated support, ensuring our clients’ campaigns are optimized for maximum impact.

Additionally, we invest in state-of-the-art software, tools, and equipment. These tools enable us to create high-quality, visually stunning content that captivates audiences and effectively communicates your brand’s message. Acquiring and maintaining these resources in-house can be prohibitively expensive, particularly for smaller businesses.

Takeaway: By outsourcing your marketing to an agency, you’re connected to cutting-edge resources, from industry connections to specialized software.

Here’s a Quick Recap:
  1. You gain access to a multidisciplinary team of experts, ensuring your marketing efforts are effective, when you outsource your marketing.
  2. Having an agency like Paragon Marketing Group manage your marketing offers significant cost savings compared to building an in-house team,
  3. By outsourcing your marketing to an agency, you’re connected to cutting-edge resources, from industry connections to specialized software.

By outsourcing your marketing efforts, you gain access to a team of experts, cost savings, and cutting-edge expertise and resources. This approach allows you to focus on your core business operations while leaving your marketing in the hands of professionals dedicated to driving results.

If you’re ready to take your marketing efforts to new heights, consider outsourcing to Paragon Marketing Group. Please visit our website at paragonmarketinggroup.com or call us at 262-443-9092 to learn more about how our team of experts can deliver tailored, innovative, and results-driven marketing solutions that propel your business forward.

How To Make A Lasting First Impression For Your Brand

A small business owner shaking hands with a client after making a good first impression of his brand

In today’s competitive landscape, making a strong first impression for your brand could be the difference in someone choosing your business over a competitor’s. If you want your small business to stand out in the market, it’s essential to craft a memorable brand image that will resonate with your target audience.

In this blog post, we’ll explore some effective marketing tips to help your brand make a positive and lasting first impression.

How to Make a Lasting First Impression for Your Brand

Uncover four key insights into crafting a brand presence that leaves a lasting mark on your customers and prospects alike:

Plans for a brand to make a lasting first impression on a desk
How can your brand make a lasting first impression?

1. Establish a Professional Website

In the digital age, having a professional website builds credibility and attracts customers. Your website serves as the online face of your brand, providing visitors with valuable information about your products or services.

To ensure your website makes a positive first impression, your website should be . . . 

  • User-friendly. Visitors should find your website easy to navigate and understand. Your site should have a flow to make it seamless for users to explore with clear CTAs (calls to action) to move visitors toward making a purchase, booking a service, or contacting the business.
  • Visually appealing. There’s a science to color and design, and visitors will see right through a website that had no time and effort put into its design. Your website shouldn’t be filled with ads, difficult-to-read fonts, or eight different colors.
  • Mobile-responsive. Some of your client base might be on a computer. Others may be on a tablet or mobile device. If you want your site to attract the highest possible number of visitors, then it must be accessible across multiple devices.
  • Optimized for SEO. Optimizing your site for search engines will improve your site’s visibility and attract organic traffic.

Takeaway: Establishing a professional website that is user-friendly, visually appealing, mobile-responsive, and optimized for SEO will help make a positive first impression for your brand.

2. Maintain an Active Social Media Presence

Social media platforms offer a valuable opportunity to engage with your audience and showcase your brand’s personality. But have you ever visited a company’s Facebook or Instagram account and realized they hadn’t posted in a few months? Visitors are often left to fend for themselves or become “detectives” in finding the information for which they’re searching.

That’s why consistently posting relevant and engaging content on platforms like Facebook, Instagram, LinkedIn, Pinterest, Nextdoor, or other platforms can answer the questions for which visitors might be searching all while helping your brand build awareness and establish credibility in your industry.

Aside from posting consistently, here are a few ways you can actively engage with your clients on social media:

  • Respond to comments and messages promptly.
  • Stay up-to-date with current trends.
  • Note what type of content with which your visitors engage, and then share more of that content on your platforms.

Takeaway: Build positive brand awareness by maintaining an active social media presence through consistent posting and active engagement.

3. Invest in Quality Creative Assets

Compelling creative assets are essential for capturing the attention of your audience and conveying your brand message effectively. Invest in high-quality assets, including photography, videography, graphic design, and marketing materials, to convey professionalism and attention to detail.

Similarly, well-crafted copy that speaks to your brand’s values and resonates with your target audience can help you make a memorable impression and differentiate your brand from competitors. Whether you collaborate with in-house creatives or contract with a marketing agency like Paragon Marketing Group, we recommend having talented professionals create visually stunning content that reflects your brand’s personality and values.

Takeaway: Investing in high-quality creative assets can help your brand stand out and leave a lasting impression on potential customers.

4. Provide Exceptional Customer Service

Delivering exceptional customer service is key to making a positive first impression and building long-term relationships with your customers. Your branding never stops at the sales or marketing side. To maintain a positive reputation and establish your brand as one where people want to give their business (and continue giving their business), you need to provide extraordinary customer service. A few ways you can accomplish this include:

  • Responding to inquiries and concerns quickly. If there’s been an issue with a client’s service or product, one of the best ways you can manage the problem is by responding quickly so that the client understands they’re a priority. Often the way in which you defuse a tricky situation can become more memorable than the issue itself.
  • Address customer feedback and reviews thoughtfully. As a small business owner, it’s never easy to receive a critical review or negative feedback. But that doesn’t mean you can’t respond professionally, even if the review was unkind or untrue. Plus, other prospective clients will be watching and reading what you respond. How you respond will tell them whether or not your business is worth considering.
  • Go above and beyond to exceed customer expectations. There are so many ways you can accomplish this. Whether you offer a special discount, give extra attention to detail to a customer’s account, follow up on service where a client had concerns, or even offer a listening ear, you can always find a way to exceed expectations. Your customers will not forget how you made them feel.

Takeaway: By prioritizing customer satisfaction, you can create a positive reputation for your brand and earn the trust and loyalty of your audience.

Here’s a Quick Recap:
  1. Establishing a professional website that is user-friendly, visually appealing, mobile-responsive, and optimized for SEO will help make a positive first impression for your brand.
  2. Build positive brand awareness by maintaining an active social media presence through consistent posting and active engagement.
  3. Investing in high-quality creative assets can help your brand stand out and leave a lasting impression on potential customers.
  4. By prioritizing customer satisfaction, you can create a positive reputation for your brand and earn the trust and loyalty of your audience.

Crafting a strong first impression for your brand is essential for small businesses looking to succeed in today’s competitive market. By following these marketing tips and investing in your brand’s online presence, design, and customer service, you can create a memorable and impactful brand image that resonates with your target audience.

To learn more, please visit our website at paragonmarketinggroup.com or call us at 262-443-9092 to learn more. We’re here to help you elevate your brand and make a lasting impression.

Why Your Website Content Matters

A computer on a desk with a website on screen, showing the value of good website content

Your website is often the first impression potential customers have of your business. While visual design sets the stage, it’s your website content that informs, engages, and compels visitors to become customers. High-quality website content should be a top priority for small business owners looking to drive leads and sales online.

Why Does Your Website Content Matter?

Let’s review some of the biggest benefits your website and business will experience from having high quality content:

Two working professionals working on their website content
Why does your website content matter?

Provides Value for Visitors

Excellent website content should educate, engage, and add value for visitors. But before you can think of how your website content can achieve these action items, put yourself in the shoes of a website visitor and ask yourself, “Why are they viewing my website?”

Once you know that answer (you may have multiple answers), your website needs to provide solutions. Consider these ideas:

  • Offer tips and how-tos. Depending on the products or services your business offers, this can be really helpful for both current and potential clients. If you want to include more detailed, in-depth information about your products/services, consider having a blog on your website.
  • Provide an explanation of products/services. Ever hear the saying, “Can’t see the forest for the trees”? While you know your product or service inside and out, odds are that most people do not. It’s a delicate task to explain what your products/services are in a cohesive, structured way while not providing too much content or detail but also offering enough information so viewers aren’t confused.
  • Share local information. Where is your service area? Who is your target customer? Sharing helpful information about the areas you serve, how your business fits into the area, and any relevant contact information will make it simple for your ideal customer to work with and contact you.

Providing truly useful content keeps readers engaged and spending more time on your site.

Takeaway: Creating high quality website content by offering tips, providing an explanation of services, and sharing local information will provide value to website visitors.

Boosts Your SEO

Well-written, keyword-focused website content also aids search engine optimization (SEO). While the use of AI to help create content can be useful, it can’t completely replace a human writer or optimize your content for SEO.

You can write the best content, but without properly utilizing relevant keywords throughout natural-sounding copy, search engines like Google won’t be able to understand your pages’ topics. Not having your content indexed by search engines will directly impact how high you can rank in search results.

The moral of the story? Optimized content attracts more qualified organic traffic to your site.

Takeaway: High quality content optimized for search engines will help you rank higher in search results and drive more traffic to your website.

Supports Your Overall Marketing

Your website content isn’t just the hub that anchors all marketing efforts driving traffic to your site – it’s also the only digital “salesperson” operating 24/7 for your business. Just like your branding should be consistent across all graphic design, web design, and print materials, so should your web copy align with and support campaigns across social media, PPC ads, email marketing, and more.

Strong, consistent content better converts that traffic into leads across channels.

Takeaway: Your web copy is an integral part of your marketing that requires consistency across all relevant marketing channels.

Enhances the User Experience

If you’ve ever been on a website and were unable to find the information you’re looking for, clicked links that turned out to be broken, or couldn’t understand the information provided, you might have decided that business wasn’t worth working with, given your negative experience.

Users should be able to easily navigate and find information on your site. Here are a few ways you can achieve this through your website content:

  • Write descriptive headers that are clear so visitors can quickly scan and jump to the sections most relevant to them.
  • Include bulleted lists to help break up dense paragraphs and highlight key takeaways, which helps retain reader attention.
  • Use ample paragraph breaks to make the content less intimidating and easier to digest so readers are not confronted with a huge wall of text.

Add internal links to improve user experience, allowing visitors to seamlessly navigate to other related pages of interest. This keeps visitors on pages longer, and viewing more content rather than quickly clicking away.

Takeaway: Well-written and organized website copy results in a positive user experience that keeps people on your site longer and viewing more content overall.

Increases Leads and Sales

Informative, engaging website content educates consumers so they feel confident doing business with you. By consistently providing valuable information through your copy, you establish expertise and credibility. Readers see you as an authority they can rely on for solutions related to your products or services.

Here’s an example of how this might look on a buyer’s journey:

  1. First, they may land on a blog post from a search, learning about their problem. 
  2. Second, they read about tips for evaluating solutions, building desire.
  3. Finally, more content compares options and outlines your process, nurturing leads.

With each stage, viewers become more qualified due to the knowledge they’ve gained from your website content. They feel assured you understand their needs and can provide the right solution.

In this way, useful copy moves prospects through the sales funnel, turning cold traffic into engaged subscribers, qualified leads, and finally loyal customers. Your website content plays a central role in attracting and converting visitors throughout the buyer’s journey.

Takeaway: When every piece of website copy, from blog posts to service pages, focuses on addressing needs, solving problems, and clearly communicating value, website visitors can become qualified leads and loyal customers.

Here’s a Quick Recap:
  1. Provide value: Creating high quality website content by offering tips, providing an explanation of services, and sharing local information will provide value to website visitors.
  2. Boost SEO: High quality content optimized for search engines will help you rank higher in search results and drive more traffic to your website.
  3. Support marketing efforts: Your web copy is an integral part of your marketing that requires consistency across all relevant marketing channels.
  4. Enhance user experience: Well-written and organized website copy results in a positive user experience that keeps people on your site longer and viewing more content overall.
  5. Increase leads & sales: When every piece of website copy, from blog posts to service pages, focuses on addressing needs, solving problems, and clearly communicating value, website visitors can become qualified leads and loyal customers.

At Paragon Marketing Group, we understand that creating great website content requires an investment of time and resources. But the payoff in increased visibility, traffic, leads and sales makes it well worth it.

If you need help with your website content, contact our team to perform an audit of your current site and revamp the copy to deliver better results. Let us optimize your 24/7 online salesperson through high-impact website content.

To learn more, please visit our website at paragonmarketinggroup.com or call us at 262-443-9092. We’d love to hear from you.

The Power of Reviews: How to Get More for Your Small Business

a woman on her phone demonstrating the power of reviews

Positive reviews are vital for small businesses competing in the digital marketplace. With 92% of people reading online reviews before making purchasing decisions, reviews influence your discoverability, reputation, conversions, and even SEO, proving how far the power of reviews stretches. This makes cultivating an outstanding review profile essential.

Understanding the Power of Reviews for Your Small Business

To understand the power of reviews, let’s review the benefits positive reviews can provide for your business as well as some effective strategies to help you procure those reviews:

5 gold star next to a keyboard, showing the power of reviews on a small business
How many 5-star reviews do you have for your business?

Benefits of Great Reviews

Many business owners are so overwhelmed with running their businesses that garnering positive reviews on Google, Facebook, or Yelp usually isn’t top of mind, much less a priority. But positive, 5-star reviews provide many advantages that can significantly impact your success, including the following:

  • Boost credibility and trust in your business
  • Improve local search rankings and drive traffic
  • Persuade prospects to convert into customers
  • Promote repeat business and referrals
  • Counteract any negative reviews
  • Build brand authority and clout in your niche

With so much to gain, focusing on getting more online reviews should be a priority. But even if you understand the many benefits of good reviews, how do you actually get them?

Takeaway: Prioritizing the procurement of positive reviews for your small business will boost your credibility, improve your SEO, lead to referrals, and promote repeat business.

Strategies to Get More Reviews

At Paragon Marketing Group, we understand that it takes some effort to maintain a robust review profile. However, implementing these simple strategies can help generate more customer feedback on an ongoing basis.

Ask for Reviews Everywhere

The easiest way to get reviews is to directly ask satisfied customers to leave feedback. But don’t limit yourself to just one platform. Collecting reviews across multiple sites broadens your exposure. Make sure to include the following sites:

  • Google My Business – Google is the most common site potential customers will visit, making it critical for visibility. This requires your business to have an official Google My Business profile so customers can find you.
  • Facebook – While Facebook isn’t used as much as Google for reviews, getting reviews on Facebook helps with social proof, especially as Facebook still reigns as the most popular social media platform in the world.
  • Yelp or Houzz – Depending on the industry your small business is in, you may want to consider an industry-specific site like Yelp or Houzz where people leave reviews as these specific sites build authority within their particular niches.
Make Review Requests a Routine

A key strategy to get positive reviews for your small business is to incorporate review requests into your regular customer interactions. Some best practices to implement into your schedule include the following:

  • Ask for reviews once a purchase has been made.
  • Add a link directly to your Google My Business or Facebook page in email signatures.
  • Print a QR code on receipts, invoices, or custom cards to hand out to customers.
  • When you or sales staff are face-to-face with clients, request verbally at the point of service.
  • Promote positive, 5-star reviews on your social media platforms and website.
Offer an Incentive

Encouraging reviews through a reward or giveaway helps motivate customers. Offer a discount, free product sample, or entry into a prize drawing in exchange for leaving a review. Just ensure incentives are not conditional upon getting a 5-star rating.

Respond and Interact . . . No Matter the Review

Being engaged with your reviews shows customers you listen and care. Always respond promptly and politely to feedback – positive and negative. This fosters goodwill and shows your brand values customer perspectives.

From a customer perspective, negative reviews for a business may hold significant weight. But so does the way in which the business responds to those reviews. Consider this advice from Skip on how to address negative reviews.

Takeaway: Actively asking for reviews and incorporating the process into your routine will enable you to garner those positive reviews you need.

Here’s a Quick Recap:
  1. Prioritizing the procurement of positive reviews for your small business will boost your credibility, improve your SEO, lead to referrals, and promote repeat business.
  2. Actively asking for reviews and incorporating the process into your routine will enable you to garner those positive reviews you need.

With a rigorous review generation strategy, you can build the social proof and reputation that propels business growth.

At Paragon Marketing Group, we’d be remiss if we failed to take our own advice. So we’re going to implement our first recommended strategy to obtain a few reviews. If you’re a client satisfied with the level of surface we’ve provided, will you leave us a 5-star review on Google?

If you need help managing your online presence or more strategies for procuring positive reviews, please contact us. Visit our website at paragonmarketinggroup.com or call us at 262-443-9092. We’d love to hear from you.