• Leah Swaggerty

Marketing FAQ: 10 More Answers to Your Questions


Last week we answered 10 marketing questions that come up repeatedly when we talk to clients. This week, we will address 10 more.


1. What is content marketing?


Content Marketing Institute defines content marketing as, “a strategic marketing approach based on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Essentially, content marketing can leverage all platforms to tell the story of your business and demonstrate the value you bring to your customers.

2. I have a service-based business. Why do I need content marketing?


Content marketing is important for any type of business. It is an essential tool in supporting all digital marketing efforts, building your online reputation, and instilling brand trust. Quality content separates you from the crowd, allows you to convey the message you want to send to your target audience, drives traffic to your website, and can ultimately convert visitors into clients. For ideas to increase the value of your content, check out this post. For more marketing tips for service-based businesses, see this post.



3. What is a persona?


An audience persona, buyer persona, or marketing persona is a fictional representation of your target audience. The purpose of a persona is to understand the characteristics of your best potential clients or customers to create specifically targeted messages for each group. Personas include demographics, interests, behaviors, goals, frustrations, and buying patterns. Understanding your audience is key to effectively engaging with them. Personas really help with that.



4. What is the difference between traffic and audience?


Simply put, traffic represents visitors to your website or other online channels. Visitors come and go. On the other hand, an audience represents people who regularly interact with your content. You want to convert visitors into subscribers and followers, which will build your audience. That’s why great content is really important. For more information about better understanding your audience, see this post.



5. What is customer engagement?


Hubspot defines engagement as, “the process of interacting with customers through a variety of channels and strengthening your relationship with them.” Customer engagement is important because it educates about your brand, creates loyal customers, improves your company’s reputation, and expands your reach.


Customers are the most important part of your business. Without them, you do not exist. Therefore, any time spent engaging with them, building trust, and nurturing relationships is time well spent. It will reap benefits that will directly affect your return on investment. This post explains more about the importance of customer engagement.



6. What’s the difference between a logo and a brand?


Your brand is the face of your business. It conveys who you are and what you do. Your logo is an important visual representation of your brand and should be used in all your marketing communications. A well-designed logo should be easily recognizable and consistent, clean and simple, versatile, and timeless. For more information about logo design, see this post.



7. What is brand identity?


An important step to building a successful brand is creating a brand identity. When you think of branding, you may think about logos, colors, fonts, and slogans, but there is more to branding than just visuals. According to Hubspot, brand identity is “the personality of your business and a promise to your customers.” It’s not just your logo or your colors, but includes your values, mission, what you say, and how you say it.


Your brand identity conveys what you want people to feel when they interact with your business. It provides a great opportunity for you to differentiate from the competition and encourage customers to engage with you. For more information on the importance of brand identity, check out this post.



8. Why do I need a graphic designer?


Graphic design tells the story of your brand through eye-catching visuals. Great graphic design is a crucial asset to your business, while poor graphic design is the opposite. While there are some things that can be done with desktop publishing software alone, a graphic designer brings in-depth knowledge, professionalism, and experience that can make a big difference.


A graphic designer can help with the entire process of creating and preparing collateral for use in a variety of publications, including print, online, and social media. The designer can also combine content with the appropriate brand guidelines and style elements to create a polished professional product. In this post, our graphic designer shares her top tips for improving your graphic design today.



9. What are the benefits of hiring an outsourced marketing team?


Thank you for asking! There are quite a few. Marketing is a full-time job that can easily become overwhelming if you try to do it yourself. If you are thinking of hiring someone to help with marketing, there are many roles to fill including marketing director, content team, graphic designer, social media strategist, and website expert. Hiring even one full time marketing employee is a significant investment but hiring an entire team can be cost-prohibitive.


Marketing agencies can be a great resource for small or growing businesses. For less than the cost of hiring one employee, you can access a team of professionals with the expertise needed to launch and maintain your marketing efforts. This post explains how an outsourced marketing firm can provide great value.



10. How do I know if my marketing efforts are working?


First you need to define success. You won’t know if your marketing is effective unless you have a good definition of success based on your goals, objectives, strategies, and tactics. Success should also be based on both short-term and long-term results. You may experience some quick results, but there is no one-size-fits all button that will immediately solve all of your problems or achieve all of your goals.


Next, find a good evaluation tool to monitor the results of your marketing tactics. There are diagnostic programs that can measure a variety of factors. Track key performance indicators (KPI(s) to gauge overall performance and progress toward a goal. Be prepared to evaluate tactics, stay flexible, and change when needed. Continue to research, monitor, and repeat the process as needed. This post provides more in-depth information about measuring success.


If you have more questions you like us to answer, please let us know. If you feel overwhelmed, we are here to help. The team at The Social Bullpen can create a custom plan for all your marketing needs.

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