Paid Vs. Organic Social Media Marketing – Pros and Cons

Results

Baer Performance Marketing helped Lakeland Lawn Care develop their brand messaging, logo, and social media presence. BPM also helped develop a cross promotional relationship with area realtors, as well as successful radio promotions. For example, a radio promotion that was created with WTAQ that included a testimonial from a well-known radio personality. After describing his experience with LLC, he directed listeners to the LLC Facebook page and encouraged them to “like” the page. Those who liked the page were then chosen at random for a week to win significant giveaways from LLC. BPM also created a social media contest for Lakeland Lawn Care that allowed others to vote on which local charity received donated items, as well as a contest that allowed participants to send in a picture of their lawn with why their lawn needed a LLC makeover. By having a social media presence, we were able to use the platform to create various word-of-mouth campaigns for Lakeland Lawn Care. BPM continuously creates FB ads for LLC to promote awareness of LLC’s services and specials they are running and then targets them directly to LLC’s market.

Results

After researching and understanding shopping centers, the Middleton area and their target audience, BPM developed a social media strategy that would bring more people to the GS FB page to learn more about GS and the shops and restaurants located on the grounds. First, BPM developed a status update plan so that users would continuously see content coming across their Newsfeeds from Greenway Station, whether about GS or one of locations within GS. Next, BPM worked to get them connected to GS. We created additional FB pages that would allow users to learn more about gift cards and the VIP program, even drawing them to the website for additional information on events and sales. Furthermore, BPM made it so each user receives a personal invite through FB to each event. After creating each piece to interact with users, BPM created several giveaways with FB ads to draw people within their geographical area not only to the location, but to the page as well. With that, we were able to grow the fan base for GS so more people were updated on GS’ events on a day-to-day basis. Through this process we have built a great base of core users that follow GS, interact with poll questions and share GS’ content with their friends and family.

Results

After discussing the event’s goals and target audience with SOCD’s organizers, BPM helped carry out the following marketing tactics:

• BPM wrote multiple television ad scripts incorporating Wisconsin Timber Rattlers players and event participants.
• BPM wrote and distributed media releases focused around families participating in the event and impacted by pediatric cancer.
• BPM planned, launched, and optimized a strategic Facebook news feed campaign.

As a result of these tactics, the event saw a significant increase in media attention. With BPM’s development of emotional, family-focused media releases, including the story of pediatric cancer survivor who got a second chance to throw out the event’s first pitch, all but one of the area’s major new stations reported on the 2013 SOCD. Also, SOCD’s increased presence on Facebook helped the event gain community awareness.

“BPM has been amazing to work with! Their expertise has taken this event to a whole new level!”

Sarah-Beth Janssen, Strike Out Cancer Day Founder and Organizer

Results

After conducting research to determine the messaging that would resonate with the event’s primary and secondary audiences, BPM:

• Wrote radio and television ads targeting multiple Northeast Wisconsin audiences
• Developed and distributed media releases focused around the story of an event participant/domestic abuse survivor
• Wrote creative content to create a more consistent brand while promoting each of the WPMR’s unique obstacles through the event’s website and other marketing channels
• Planned, launched, and optimized a strategic Facebook news feed campaign

As a result of these tactics, the event saw increased media attention, a more engaged Facebook audience, and increased revenue.

“The team at BPM has proven to be an integral partner to the Warrior Princess Mud Run. Their marketing strategies and social media knowledge have increased our revenue and allowed the Harbor House to aid more women and children and better educate our youth on ending domestic violence.”

Sarah-Beth Janssen, Marketing and Promotions Chair of the Warrior Princess Mud Run

Results

Our research determined that the route Compirion was going to pursue would have been more detrimental to the sales process than beneficial. From the findings of BPM, Compirion was able to retool their sales approach and collateral. We also determined Compirion needed to freshen up their brand. The company has currently taken on a rebranding initiative and is in the process of creating a new and improved logo, look, and feel. The Compirion brand is well on its way to mirroring the performance and reputation of Spence and the rest of the Compirion team.

Results

After Karmen’s initial consultation with Baer Performance Marketing, the benefits of allowing an experienced marketing consultant handle the marketing, advertising, and public relations aspects of her business became evident. Because of BPM’s industry expertise, she was able to make her spending dollars go farther. Karmen started using BPM for a short radio campaign in the beginning and after great results, brought BPM on to do all monthly marketing. Through value added portions of media, Anytime Fitness’ branding campaigns provide her the awareness in the marketplace she was always aiming for. BPM was also the catalyst and driving force behind Karmen’s clubs’ involvement in social media. After customizing the pages and developing the initial community for the Northeast Wisconsin clubs, the club managers of Anytime Fitness truly embraced the social media marketing strategy BPM put in place. And through their consistent Facebook presence and engaging content, they were able to humanize the Anytime Fitness brand and connect with their club members outside of the club. The social media marketing strategy provided a focus allowing for further development of one of the key aspects of the Anytime Fitness brand: Community.

“Being the owner of several different locations, I always struggled with a comprehensive marketing plan for my business. When dealing with media, it was great to have someone in my corner, knowing what audience to target, and how to achieve that with local media in many different forms. Not only that, but BPM frees up my time to concentrate on what I should be doing – running my business.”

Karmen Nenahlo, Club Owner of Anytime Fitness facilities throughout Wisconsin & Michigan

Results

BPM worked with J&R Machine to identify and package the organization’s new brand messaging within a new website, blog, printed collateral, trade show display, and online advertising to formally introduce it to both existing and potential clients. BPM’s professional photography services were also utilized to communicate the new brand, value-added services and lean principles incorporated by the company.

Sometimes change can prove to be a real test for a business. However, with foresight, ingenuity, and the guidance of an experienced marketing team, J&R Machine was able to see beyond their dilemma and look toward future solutions.

“J&R Machine, Inc. contracted with Baer Performance Marketing a little over a year ago. The results have been remarkable, and the ongoing service has been first class.

Their staff is experienced in all areas of effective marketing including web design, photography, press releases, blog writing, and tradeshow displays. I highly recommend Aaron and his staff for designing a comprehensive marketing program that covers all facets of promoting a business and delivering a visionary message.”

Tim Tumanic, President, J&R Machine, Inc.

Results

Baer Performance Marketing (BPM) was the solution. C.A. Lawton had several ideas but relied heavily on BPM’s expertise. This included a new layout of the website, updated company information and capabilities, along with crisp, clear, action pictures that included C.A. Lawton’s number one asset…its employees. In addition to the website, BPM helped C.A. Lawton update their literature (line cards) for customers (current, new, and potential) to download and share with their employees. C.A. Lawton also worked with BPM on Google AdWords to ensure the website was noticed by the right people. BPM started C.A. Lawton’s AdWords campaign with a focus on business to business. Keywords were crafted around a mix of products and services C.A. Lawton offers. Most of which are based around the term “Cast Iron.” After adding the negative keywords such as “Cast Iron Pots and Pans” and “Cast Iron Banks,” C.A. Lawton’s campaign is on the right track for increased click-through rate percentages. The campaign is still young, with a growth in CTR from .20% to .42% in just a few short months. As the campaign progresses, BPM will be able to keep increasing CTRs as well as lower average costs per click while delivering a quality customer to C.A. Lawton’s website.

“Without a doubt, the work done by our partnership with BPM has increased our exposure to the tooling, foundry, and machining community as evidenced by our click-through rates on the website. BPM was truly the right way to go…no doubt about it. Their professionalism, efficiency, and creativity made it extremely easy to work with their team. I would recommend them to anyone looking for a new start to their company.”

Mark Koza, Facilities Superintendant, C.A. Lawton Co

Results

Through time spent volunteering and serving as members of the events’ planning and marketing committees as well as the as the Board of Directors, Baer Performance Marketing learned more about the organization’s mission, challenges, and goals first-hand. Baer Performance Marketing then used this knowledge to help March of Dimes—North Division carry out several marketing tactics including the development of monthly and weekly email and print newsletters, a video PSA, and print collateral. BPM also provided event photography services, helped establish community partnerships, and built and managed the March of Dimes—North Division’s Facebook Page. The online community served as a communication hub and provided resources to local volunteers, expectant mothers, and families touched by the March of Dimes.

“For the past several years, Baer Performance Marketing has gone above and beyond to support the March of Dimes by providing not only their time and talent through their company, but all of the staff at BPM has given their personal time and dedication to help give all babies a healthy start in life. They have never treated it like a job. They put their hearts and soul into everything they have done for us. BPM created many pieces of collateral, creatively promoted the March of Dimes through social media, introduced new volunteers to our mission and helped us in many ways to increase our revenue. From expanding our auctions to spreading our mission (which has brought in new sponsors) to adding leaders in the community to our Division Board of Directors – they have been amazing to work with!”

Tammy DeJardin, Executive Director of the March of Dimes—North Division

After reading an article authored by Aaron Baer in a business publication and then meeting Baer Performance Marketing at a trade show, The Kids Dental Experts tasked BPM with designing and integrating a landing page for the dental clinic’s Facebook Page. Impressed by the quality of work and exceptional service provided, The Kids Dental Experts went on to hire BPM to develop and execute a comprehensive marketing strategy for their business, including website design, Facebook management and advertising, Google advertising, reputation management, IP marketing, graphic design/branding, media buying, radio script writing, and public relations.

Working with Baer Performance Marketing for the past seven years has allowed The Kids Dental Experts staff to focus on what they do best: pediatric dentistry, while having the peace of mind that a team of marketing experts is managing a proactive, results-driven marketing plan.

 “The Baer Performance Marketing staff is excellent! They’re very easy to do business with and are always willing to help in any way we need!”

Julie Anderson, Human Resource/Business Manager of The Kids Dental Experts

Matt Redmann, president of EPI-HAB, was referred to Baer Performance Marketing by a friend who touted the professionalism, organization and tenacity of the agency. After receiving proposals and quotes from several marketing firms (both local and remote), EPI-HAB selected BPM because of their competitiveness, expertise, and willingness to adapt to the non-profit’s unique requests.

Initial projects included updating the organization’s website, adding a blog and building a social media presence and following on Facebook and LinkedIn. The SEO-focused tactics of the marketing strategy are ongoing and everchanging. BPM currently manages EPI-HAB’s social media and search engine marketing as well as the organization’s email marketing and blogging initiatives.

“We are a service provider, and as such, it is difficult to link sales dollars to our marketing efforts. I measure Baer’s performance against our bottom line. Before beginning a marketing effort, we were stagnant at best. After partnering with BPM, customer inquiries increased, net sales improved and our business has grown. One recent out-of-state customer came to us specifically because they found our website and liked what they saw. Our partnership with Baer Performance Marketing has proven to be positive, professional and cost effective. With BPM dovetailing our marketing efforts with our successful sales stories, we expect to perpetuate our sales growth.”

Matt Redmann, President of EPI-HAB

Amplitel initially came across Baer Performance Marketing through LinkedIn, and after meeting with the agency, found themselves impressed with how the marketing team presented their offerings and expertise. The agency and its energy, experience and demonstrated success appeared to be well equipped to help Amplitel build brand recognition and establish a more effective online presence.

BPM built Amplitel’s marketing strategy—consisting of brand development, revamped printed collateral and search engine marketing—around the future growth plans and goals the company shared with their team.  As the ICT company has continued to grow and expand its offerings, the marketing strategy, too, has evolved to address new markets and objectives.

“Our partnership with Baer Performance Marketing has provided us with greater visibility in web searches and throughout the Fox Valley, directly impacting our company growth in a positive way. We have measured the value of BPM by capturing where new inquiries found our business. Most new, prospective clients have found us through a Google search or directly from our website. Thanks to BPM, we now have marketing strategy that is propelling our company forward. They have been awesome to work with!”

Aaron Lahm, President of Amplitel Technologies 

After much discussion between Blizzard management and BPM, the decision was made to make the partnership official due to BPM’s willingness and ability to be budget sensitive in addition to offering value-added consulting. The Blizzard tasked Baer Performance Marketing with designing and integrating digital ads via Google AdWords, IP targeted ads and consulting on media placement in addition to overall marketing strategy.

Hiring a team of experts to help plan, execute, and manage results-driven tactics allows the Blizzard to focus on creating fun family events and games. The results BPM has delivered over the last three years equate to increased attendance year-over-year, web traffic, and partnership opportunities.

 “BPM has helped us find unique and effective ways to reach potential fans/followers in the digital space and quite frequently are a great sounding board to bounce creative ideas off of.  Aaron and his team are great to work with and really listen and then provide solutions and suggestions—even when the idea may not result in a financial gain for his company. Great team and very knowledgeable.”

Ryan Hopson, Director of Sales of The Green Bay Blizzard