How to set your marketing budget

October 5th, 2015

How much should be spent on marketing? While large enterprises have a larger budget available, small businesses are faced with the challenge of how much they should invest in their marketing. But, how to determine this? Well, there is no benchmark as this depends on various factors. How fast do you want to grow? In which industry are you in? What about your competitors? How much do they invest in their marketing?


One way to set your marketing budget is by calculating as a percentage of your revenue. But here again – there is no general rule. You want to hold your market share? You will probably spend about 10-15% of your revenue in your marketing. You want to expand or increase your visibility? Start to invest 20% in your marketing measures. Obviously this variant is a bit arbitrary. Your competitors, your industry, the market pressure – there are many factors you have to take into consideration.


Another way to set your budget is by determining your marketing goals. You want to acquire new customers? Develop your strategy and adapt your budget to your plan. You are launching a new product or capturing a new market? Adapt your budget and increase your marketing accordingly! However, be realistic about your possibilities.


Today’s marketing world offers plenty of possibilities – from website, social media to print ads, direct mail campaigns, etc. And while some of them are more cost effective than others, many measures require a fixed budget to implement them effectively. A long term marketing plan, should not be perceived as an expense, but more as an investment.


September 2015 Newsletter: From risk management to underestimated marketing measures

September 23rd, 2015

Dear friends,


On our blog we do not only offer regularly valuable marketing tips but also interesting articles regarding entrepreneurship. Meeting so many successful entrepreneurs and running her own business, Karen loves to share her thoughts about issues that concern business owners.


Effective marketing tools for sharing your story

Information about benefits of your product and service are not enough to convince. Today, customers want to know more about a company and the people behind it. Your business story is thus an important factor to build up trust among your customer base. But what is the best way to share your story?

Read more on our blog


The importance of planning for and managing risks

Risks and entrepreneurship are closely linked. Market situations, problems with suppliers or the loss of an important customer, these problems are not always predictable. And although risks can never be excluded completely, a thorough planning for risks is essential for coping with problems.

Read more on our blog


How to create an effective direct mail campaign

Direct mail is outdated? Wrong! Properly prepared direct mail campaigns can be an effective way to reach your customers. From the headline to the call to action – what is important? Find tips and tricks on how to make your direct mail campaign successful.

Read more on our blog


Look forward to staying in touch!


Building a website, how to do it properly

September 21st, 2015

A website is essential in today’s business world, whether you are selling online or not. In a way, it is kind of your online business card. So it has to convince at first glance. You are thinking of a redesign or even to start to build a website? Here are some tips to get started!


First of all – determine what you want to achieve with your website. What is its purpose? Do you want to provide information about your products and services? Do you want to present your company? Do you plan to provide relevant information to your visitors about the industry, product developments, etc. Or is it an online shop you are working on? When you know what you want to do with your website, you can go ahead and choose your web content management software. From WordPress to Joomla!, etc. – there are plenty of choices, many of them even free. Research will point out the various advantages they offer and choose the one that fits your needs best.


When you’re ready, choose your domain name and register. If possible, your domain should include your company’s name. For search engines it can also be a benefit if you include a word (for example of your service, product, industry, etc.) your customers will search for. Furthermore, make sure your domain is unique – you don’t want your customers to end up on the wrong website!


As next step, start to work on your content and on the structure your website will have. You want to set the number of pages and content before you start with the design. Make sure that your navigation is clear, so that your visitors don’t get confused or even frustrated if they cannot find what they are looking for. The development of your content, however, is probably the most challenging part. Engaging, informative and compelling – that is, what your website’s content should be. You want to keep your visitors on your site, to encourage them to find out more about you and your offer. Provide info about yourself – Who are you? What is your background? What does your company stand for? Furthermore, point out the benefits your company offers for your customers. Present your products and services. Also include testimonials to convey trustworthiness. Most important, do not forget to include a contact page to let your customer know how, when and where they can find you. Include all contact data, links to social media sites, your opening hours, etc.


With these steps, you set the basis for a successful launch of your website. So, do not wait any longer, get your website started.


Is success only measured by profits?

August 10th, 2015

High sales figures and profit increase – most likely that’s the first that comes in your mind by thinking of a successful enterprise. Certainly, profit is a decisive indicator for the success of a business. Without return, every business will struggle sooner or later. However, those figures are not the only scale. Lasting success also depends on the following factors:


Customer satisfaction: Only if your customer is satisfied with your service, he/she will come back. Your customers are the basis for the success of your business. “Know your target group” is not just a marketing phrase! Try to really understand their needs, and fulfil their expectations. In this way you can build up a loyal and growing customer base, on which, in turn the growth of your business depends on.


Employee satisfaction: A well-functioning team is most important for the productivity and service of your business. Satisfied employees are proud to work for their company and show this. They not only work for you, but represent your company philosophy and values. Furthermore, with the reputation of being a good employer you will find it easier to find good and qualified employees for your growing business.


Innovation: Standstill means falling back! That is why innovation is what distinguishes a successful company. Of course not every new product or new business idea pays off immediately, maybe it never does. Nevertheless, the readiness for something new, for changes and innovations is what brings businesses forward.


Profit does not always mean success, at least not lasting. So have a look on your business. Do you have the prerequisite to be successful?


Common mistakes business owners make when hiring a marketer

July 27th, 2015

Lead management, online marketing, market investigation, branding, corporate communications – with the broad range of marketing areas it can turn out to be quite challenging to find the perfect marketer for your business. And while larger enterprises have a whole team of specialists for each area, smaller companies are faced with the problem of finding a marketer that covers the whole spectrum of their marketing requirements. Let us point out what is really important by hiring a marketer!


Point 1 – You do not have to find an overall specialist! Instead, figure out what your company needs, what you want to focus. You want to attract more leads? Increase your market share? Or do you need a whole new marketing strategy? Only if you are clear about what you need, you will find the right marketer.


Point 2 – Expertise is an advantage, but no requirement. Of course, someone, who has already worked in the similar or same industry you are in, brings in valuable knowledge about products, your target group and the market. But this knowledge can be acquired within weeks, so this should not be a prerequisite for your future marketer.


Point 3 – Professional skills are an essential prerequisite, but so are personal abilities, such as the following. A marketer should know about the importance of customers for the business. He/she should be able to relate to the demands of their customers – not by identifying how the target group should be but by identifying how your target group is, thinks and demands. Furthermore, a marketer must bring in a deep understanding of the market, of your competitors, your products and brand. He/she must represent your company philosophy, understand and communicate the idea and value of your business and convey your company philosophy. Additionally, communication is highly important in marketing. To be convincing, you must be a good storyteller. Only if you know how to attract your target group, how to write persuasive content you will receive attention. Furthermore, besides the development and implementations of measures, the ability to set goals and measure developments and results is a must-have in marketing. A marketer should be able to evaluate and analyse marketing measures and react to results. A further ability a marketer should bring in is the willingness to learn. Marketing is constantly changing; there will always be new platforms and possibilities to reach your customers. That is why marketers should always be up to date about the latest trends and developments if they do not want to stay behind.


How to create an effective direct mail campaign

July 8th, 2015

With the trend towards online and mobile marketing, direct mail has taken a backseat in today’s advertising strategies. Rightly? Definitely no, as direct mail campaign can be an effective, tangible but often underestimated advertising measure.
Start with finding an engaging headline, one that triggers curiosity and convinces. People get overwhelmed with advertising and its promises today, so you have to stand out. If your headline convinces, also the rest of your mail will get attention. So take your time to gather ideas – the headline is the most crucial part of your whole campaign.
Furthermore, benefits are more convincing than features. Quality, reliability, usability and sustainability – that is what your customers are looking for. Make sure to point out your product’s benefits in the first paragraph of your copy to keep your leads interested. Thereby, be personal. Address your customers by name or for example include pictures of your company or employees.
An effective direct mail campaign should also include a direct call to action. “Call us today”, “Get a free quote” or “Come in and get more information” – encourage your customers to act. However, also make sure that there is an urge to act, for example by offering discounts, set a time limit, etc.
To make your campaign even more effective, combine it with other marketing measures. For example, provide more information to the campaign on your website, to drive more traffic to it. Or refer to your social media sites, blogs etc.
However, it is not enough to send out a mail on occasion. To implement a really successful campaign, you have to track your results. Phone your customers, ask if they have received your mail and give more information. Send out follow-up mails, but make sure not to use exactly the same copy. Get their attention, keep them interested and make your campaign in this way a success.

Effective marketing tools for sharing your story

May 26th, 2015

Trust is the basis for a good business relationship. By telling your business story, by sharing your experiences and coped challenges you can gain the trust of your customers.
A perfect way to share these experiences is certainly through social media. Whether it is Twitter, Facebook, Google+, etc. social media is getting more and more popular. So publish your experiences, valuable information and tips. Interesting posts are likely to be shared, whereby possible new customers may become aware of you.

Besides, social media gives you the possibility to interact directly with your clients. Questions, comments, feedback – your customers will let you know immediately what they think about your story – and you have the opportunity to answer directly. Encourage your existing customers to follow you, to share their experiences with your company and become a part of your business story.

Today, most people inform themselves via internet about companies, their services and products. So make sure to integrate your business story in your web content. Customers do not just want to read about products and services, but they want to also read about the people behind it all.

Furthermore blogs and newsletters are an ideal medium to tell your story. Small anecdotes about your business experiences, challenges you have faced and helpful tips, how you have solved them can be perfectly integrated into blog posts and newsletters and make them more interesting, informative and personal. This applies not only for posts on your own blog, but also for comments on other established blogs. Share your expertise, interact and increase in this way your popularity.
Another way to share your know how are through presentations and seminars. Speak at events, schools, fairs; maybe even organize your own event. Talk, inform, give tips and build up contact and trust with your customers.

The Importance of Planning for and Managing Risks

May 14th, 2015

Project losses, an unsteady market, delivery problems or technical failure, by planning a project or getting set for the coming business year lots of issues are taken in consideration. Certainly, a properly planned project will be accomplished successfully. However there are still lots of factors, which cannot or can hardly be planned. Even the slightest incident can have massive consequences. This is why a proper risk management plan is of concern for every business.

Thorough risk management starts with identification of your possible risks, because only if you know about them you have the possibility to counteract quickly and effectively. By researching, studying the past, reviewing successfully completed projects, surveying employees and market studies you are able to assess financial or strategic risks. How likely is the occurrence of this problem? What impact will it have on my business or the ongoing project? Develop strategies to minimize or even exclude those risks from the outset. For example, focus on collaboration with reliable suppliers, maintain a good business relationship and eliminate in this way delivery problems.

Work on solutions for potential risks, act rapidly and right way in an emergency to avoid losses. By dealing with these possible problems, you will be able to detect and solve them immediately. Furthermore it helps to improve your ability to make decisions and contributes to a better planning of projects. Working on your risk management not only reduces your risks, but also reveals chances – chances for a better performance, to save money and for improvement.
Risk management means intensive analysis and preparation – preparation, which can make the difference between failure and success.

Is your website ready for mobile?

April 21st, 2015

This will affect your Google ranking very soon.
Have us optimize your website for mobile now.


You haven’t thought about a mobile friendly website yet? Well, now is the right time to consider it!


Google now has announced what marketers have already expected – after labels, which have marked mobile friendly websites in search results. Google is now taking the next step: The mobile friendliness of a website will become an additional ranking factor for mobile searches and hence will significantly influence search queries and their results. April 21st is set as the deadline for this major change! Considering the increasing usage of mobile devices and thus their influence in our online behaviour, it is time to react, in order to stay relevant in mobile searches!


Small font, unsupported software (e.g. Flash), closely spaced links, or slow loading pages – these are just some of the points Google finds fault with. Avoid a possible loss of visitors and adjust your website with a responsive and properly configured website, adapted to every device.


Not sure if your website fulfills Google’s requirements? Reframe Marketing can help you get the most out of your mobile online presence and help build you a dynamic mobile website that will meet all criteria of mobile friendliness.


Improve your ranking, enhance your relevance and increase your website traffic!


Contact us today for a free consultation and find out if your website is mobile enough for Google’s ranking changes!


Read more about the upcoming changes in Google’s Webmaster Central Blog


April 2015 Newsletter: Sort through, Dust off, Add new

April 7th, 2015

Dear Friends,


It is time for spring-cleaning in your marketing! Here are some tips and suggestions on what you should consider for your marketing in 2015 and some simple steps to easily boost your marketing success.


Sort through

Data of customers, suppliers, products and processes – the importance of data analysis is increasing rapidly for small and medium-sized businesses. So it is time to get a good grasp on your business data, evaluate your company’s figures and draw new conclusions.


The understanding of business relevant information and the recognition of patterns enable you to draw exact inferences and make the right decisions for your company. With the information you can not only increase your customer attraction and improve your market position, but make your whole business process more efficient.

Read more about the importance of data analysis and on how we can help!


Dust off

Take your time to evaluate ongoing advertising measures. Are they current? From websites to marketing documents, etc. – all these materials need a brushing up from time to time.


Start with your marketing materials layout! Does it look fresh and representative of the company? Or is it time for a redesign? What about the content? From the launch of a new product or changes in your company – verify that your company is looking the way it should. An up to date look alongside up to date content is most important for effective marketing. So, do not postpone any longer – take your time to clean up!

Read more about how we can help!


Add new

The importance of mobile devices is increasing rapidly. From browsing the internet, checking of emails to online shopping – our smartphone turns more and more into our personal assistant and will step by step replace our computers. Time to talk about mobile marketing!


Is my website mobile friendly – which means a simple page structure, easy navigation and quick to the point content? Are the social media buttons optimized for mobile devices to facilitate the sharing of your content? Is the design of your e-newsletter mobile friendly to avoid annoying zooming or a mixed up layout? Mobile marketing has become essential for effective marketing, not only to improve your online marketing and to expand your target group but also to stay relevant for search engines. Are you prepared for this key element of marketing?

Read more about the increasing need of mobile marketing and on how we can help!


Look forward to staying in touch!