Marketing Strategy and Content

NBI provides a host of marketing implementation services. In many cases a client will come to us with a complete marketing strategy and ask for us to help with the implementation of some or all of the items on their list.

If someone comes to us in need of a marketing strategy we spend the time with them to discover more about their business so that we can effectively refer them to one of our Marketing Strategy Partners.

Typically when we work with one of our marketing partners the website that we build for our end-client includes our goalTracker technology and becomes a Measured Marketing Communication System, that allows our clients to track their online and offline advertising.

How does it work?
Our measured marketing communications system allows you to measure and track all of the activity on your website.

We provide the ability to not only measure all of the traffic that comes from search engines, online business listings, and e-mail newsletters that you send out, but also all of your offline marketing and advertising such as direct mail, phone book, radio, and television ads.

How do I track my offline advertising?
There are a number of different ways that we can set up your system so that you can track your offline marketing and advertising efforts. In each case, we work with you to put together the right solution for you and your clients.

The short answer is that for each of your advertising campaigns you make your call to action a visit to the website to find out more information, receive a discount on an offer, or whatever other hook you come up with for your client.

On each campaign we use either a different domain, an offer code, or provide a specific URL so that we are driving traffic to a specific page where the user can interact with the system and thereby provide us feedback on how well the advertising effort worked.

What kind of reporting do I get?
We use a goals based, backwards looking approach which allows us to simplify the reporting and to quickly determine which of our advertising efforts are providing results.

For each advertising effort that you track, we enter a goal into the system. We associate the goal with some sort of measureable activity such as submitting a form, downloading a .pdf, or signing up for a contest.

Then we simply run reports on our goals and see how many of each we achieve. This, for example, gives us the ability to determine if it was the ad in the Sunday Post or the City Paper that brought in new customers.

What about tracking and reporting on the rest of my website traffic?
In addition to the goals that are associated with specific advertising efforts, our system allows you to determine where people coming from that are, for example, either buying your product, signing up for the newsletter, or requesting more information. Again, with the backwards looking approach, you are able to run reports on all of your website goals and then determine exactly where the visitors came from.

Was it a search engine? If so, what search terms did they use to find you? Was it an obscure online business listing that you didn't know about? Regardless, with GoalTracker you can see exactly where they are coming from and be able to link directly to that page to see just what your prospects and customers saw that convinced them to visit your website.

Added Benefits . . . Reading between the lines . . . .
One of the added benefits of the GoalTracker and Interactive Content Management System is that you have the ability to read between the lines, and gather valuable information about both which marketing efforts succeed and what audience you should target.

For example, lets say that you are sending out direct mail to 5 different zip codes. You may find that only 2 of the 5 bring you any success. Well, what are the demographic differences between zip codes 1 and 2, and 3, 4, and 5? Is it education, income, or age? It may be all three, and our system gives you the ability to determine which of your marketing efforts succeed.

So now instead of a mailing just bringing in a good response, you can gather more intelligence on both what worked and what did not so that each time you go to market you are honing both your message and your audience.