Latest News

Most business owners understand that establishing an online presence with a well-branded website is critical to business exposure and growth.  Increasingly, many also recognize the value of social media communication. However, the importance of developing interesting, consumer-relevant, and consistently posted content for these marketing tools is often overlooked or underestimated.

Fresh, online content targeted to potential and existing customer interests and needs will enhance website search engine optimization; help build customer relationships; provide a cross marketing and product introduction vehicle; differentiate your product and company; grow your social media audience; strengthen your company's brand, authority and influence as an industry expert; and increase traffic to your website and business.  Content marketing is also a highly cost effective business building and retention strategy.

However, it can be difficult for business owners and marketing executives to commit the time required take full advantage of content marketing opportunities.  Ocean Marketing Group works with clients on an outsourced basis to develop and consistently post content that positions your company as a partner in the success of those you serve.  To hear more about how content marketing can help you reach 2013 business goals, contact Stephanie DeLay Edmiston at 318.746.3040.

By:  Stephanie DeLay Edmiston, President & CEO, Ocean Marketing Group, LLC

(as printed in the October 2011 issue of NWLA Business Monthly)

As we move into the fourth quarter of the year, companies throughout northwest Louisiana are beginning 2012 marketing planning.  Are you?

Mark Twain once said, “If you don’t know where you are going, any road will get you there.”  However, when asked about marketing planning, many businesses simply list advertising placements.  While advertising is an important marketing tool, it is not the complete picture.  Advertising is one component of the overall marketing process.  Marketing is the larger umbrella which requires thoughtful planning, market evaluation and strategy development to create awareness of products, services and brands with the ultimate goal of bringing together sellers and buyers.

In absence of planning and analysis, advertising often yields “hit or miss” results. With businesses being increasingly challenged to do more with less, strategic marketing planning to make the best use of available marketing dollars and receive the highest return on investment is critical.

When a business makes marketing decisions without a plan, promotional efforts also tend to be less targeted and more visually disjointed with little attention to branding.  This runs counter to the need for frequency, consistency and reach in building company, product or service awareness.  All marketing efforts must be coordinated to convey consistent positioning and reflect a cohesive look and feel that will build a memorable brand.

Where do you start?  Create a strategic marketing mission statement which succinctly identifies what you’re selling, who you are selling it to and what makes your product unique.  This may seem like a simple step, but if employees don’t answer these basic questions the same general way, your marketing efforts will be fragmented.

Next research and analyze the business environment you operate within to evaluate the competition, define your customer profile, and note industry trends. Identify internal strengths and weaknesses, and forecast upcoming external opportunities and threats.  Then apply this knowledge to the marketing mix: product, price, place, promotion and positioning.

As a next step, establish existing benchmarks and set measurable goals in areas such as sales, retention, customer service, target market penetration and brand awareness.   It has often been said that if you aim at nothing, you will hit it every time.  Yet many businesses spend marketing dollars without taking the time to establish realistic and quantifiable goals.

Once goals have been developed, outline specific strategies and tactics to reach each one.  Then establish an estimated budget and a timeline associated with plan implementation.  Adjust strategies and tactics as necessary to work within budget and timing parameters.

When planning is finalized, make a commitment to adhere to the plan to avoid making knee-jerk marketing decisions.   However, market conditions can and do change, so it is also wise to re-evaluate your plan periodically through the year.

Track and evaluate results to determine which marketing strategies are working and which ones are not.  Consider emerging market conditions which may also dictate adjustments, and change strategy approaches if needed.

Marketing planning is an essential investment in your business’s growth.  Begin planning now and enjoy a successful 2012!

August 16, 2011

Have you communicated with customers and potential customers today?  In a highly competitive global business environment, consistent communication is more critical to small business success than ever before.

Businesses that survive and thrive are learning to take advantage of a variety of communication options to build customer and client relationships.  However, it's important to recognize that marketing tools such as web sites, newsletters, press releases, email, RSS feeds, direct mail, and social networking are only effective when updated regularly and used consistently to communicate your company or organization's message, success stories and brand. 

Outdated or poorly branded communication can be more damaging to your business than no communication.  Yet, many small businesses and organizations simply cannot dedicate enough internal resources to keep customer and prospect communication relevant, interesting and frequent.  In fact, this task is often relegated to the business owner or another team member as a secondary role and approached as a "when I can get to it" priority level task. 

If this sounds familiar, contact Ocean Marketing Group (OMG).  The OMG team provides monthly services on an outsourced basis to update the content and images used in business or organizational communication and promotion.  OMG will conduct a communication audit once a month.   As needed, OMG will provide professional copy writing, conduct client interviews, shoot fresh photography, distribute news releases, update mail and/or email distribution lists, create branded graphics, check for outdated phone greetings or stationery, and make web site changes or additions to ensure that all of your communication consistently builds relationships, increases sales, promotes a cohesive brand image, and retains existing customers.

Align your communication with your marketing goals.  Contact Stephanie Edmiston at (318) 746-3040 for a free consultation. 

July 6, 2011

Ocean Marketing Group (OMG) provides turn-key marketing services that ensure cohesive branding throughout all communication and promotional efforts.  With most small businesses, governments and non-profits working with limited marketing and communication budgets, consistency and frequency are critically important to achieving measurable results," said Stephanie DeLay Edmiston, Ocean Marketing Group President and CEO.  "Too many businesses have disjointed marketing efforts.  For example, some businesses and organizations put a lot of effort into advertising design but have no web presence at all or one which is inconsistent with other branding."

Branding must be echoed throughout all promotion from corporate communications to web site development to email newsletter design.   “As a one stop shop for marketing related needs, we can help ensure a consistent look and feel that strengthens branding efforts and impact cumulatively across all media,” said Edmiston. “Through strategic marketing planning and consistent branding, a client’s return on investment can be dramatically increased versus a hit or miss approach."