marketing – Page 17 – Bredemarket

Could Bredemarket (eventually) become an auto racing sponsor?

In case it’s not obvious, I’ve had a lot of fun coming up with the names for the various Bredemarket services that I offer, While Bredemarket 404 is my obvious favorite name (I’ll explain why later), I found myself thinking about Bredemarket 400 this afternoon. (That’s my Short Writing Service, if you need text for a blog post or something similar.) And the thought struck me:

“Bredemarket 400” sounds like an auto race.

Now auto racing is not confined to the Southeastern United States and various European locations. In fact, there’s a speedway not too far from Bredemarket, in Fontana, California.

View of Auto Club Speedway from center of the grandstand. By Lvi56 – Own work, CC BY 3.0, https://commons.wikimedia.org/w/index.php?curid=11463414

This particular speedway already has a sponsor, and I don’t think that Bredemarket can outbid the Auto Club to secure that sponsorship.

At least not today.

But if Bredemarket grows enough, and I decide to become a big name in the auto racing industry, I’d better start doing my research.

Bredemarket research into the auto racing industry, by looking at one website

So I decided to check the website of one of the big names in the auto racing industry. I won’t name the company whose website I checked, but I will mention in passing that I grew up in the Washington, DC area, and am a lifelong fan of the Washington Re- … I mean the Washington Football Team.

So I got to “website X,” and the first thing that I noticed on the website was…the logo of a corporate sponsor for website X. Not surprising, if you know anything about auto racing.

The next item was a special announcement that tours of the company’s facility were suspended due to COVID-19, and that requests for autographs from the owner of the company had also been suspended.

Now that the preliminaries were out of the way, I figured I’d get to the introductory text for website X—the text that explained what the company was about, and who this guy was whose name was prominently featured in the company name. Why would anyone want to get autographs from a company CEO? I, of course, knew WHY this person was so famous, but there are probably a number of racing fans who have never heard of the company owner. Obviously the website should explain this, right?

Um, no. The website X home page had a bunch of stuff, but nothing that explained what the company was.

So I checked the menu, figuring that there would be an “About” section, presumably as the first menu item.

“About” was the last menu item. I would have put it first, but at least it was there.

So I went to the “About” page, figuring that I would finally see the story of the company and of its famous owner.

The first thing on the “About” page was a button. If you clicked the button, you would find out the name of the owner of the company and a list of its championship years.

Thanks.

I scrolled down the “About” page, and the next thing that I saw was the address of the facility and the hours during which it could be visited.

Wait a minute, I thought to myself. The home page said that the facility could NOT be visited, and now this page is saying to go ahead and come on down?

The rest of the “About” page wasn’t much better. The Frequently Asked Questions are apparently infrequently updated, since they reference (again) the times that the facility is open, an announcement of an event that occurred a week ago, the ability to get autographs from the company owner at one of his personal appearances, and other outdated information.

How can a website be improved?

Some of you already know where this post is headed. For those who don’t, ask yourself the following question:

Isn’t there a way for a company to check its web site and its other social media outlets to make sure that everything is correct, up to date, and synchronized?

I’m glad you asked that question, because one of the services that Bredemarket provides is the aforementioned Bredemarket 404 Web/Social Media Checkup. The number 404, of course, comes from the Hypertext Transfer Protocol (HTTP) code “404 Not Found,” although the Bredemarket service looks at much more than missing web pages.

As part of the Bredemarket 404 service, I agree with the client on the web pages, social media accounts, and (optionally) downloadable documents that Bredemarket will examine. The examination itself includes the following:

Broken links
Outdated information
Other text and image errors
Synchronization between the web page and the social media accounts
Content synchronization between the web page and the social media accounts
Hidden web pages that still exist
Other items desired by the client

It’s a useful checkup to see where your website and social media accounts stand, allowing your company to take action, fix problems, and improve your marketing outreach. If your company doesn’t have the time to perform the checkup yourself, let Bredemarket do it.

Contact Bredemarket and we can discuss next steps.

The intriguing part about running your own business is that you have to perform ALL of the business functions, including sales. Bredemarket does not have access to an expert commissioned sales staff; it just has access to me. (There is a separate third party service that looks up work for me, but even there I have to perform the sales function.)

When I developed my checklist of all of the things that I needed to do to start Bredemarket (latest checkoff – my City of Ontario business license has formally been approved), one of the items on the list was to obtain access to a customer relationship management (CRM) system. This would provide me with two benefits:

First, I could obviously track sales and marketing activities in the CRM.
Second, I could tell potential clients that I had SEVERAL HOURS of CRM administration experience. (Impressive, huh?)

Seriously, I I did have limited access to Salesforce and another CRM in one of my previous jobs, but never to the level of configuring the thing to meet my needs. Now I would have my chance, and learn a little bit in the process.

Actually, I had already been performing CRM in a not-so-elegant way. I’m using a Microsoft Excel workbook to track my contacts for my effort to gain full-time employment, and I was also listing contracting conversations in that same workbook. But when I decided to separate my efforts to obtain full-time employment from my contracting efforts, it also made sense to separate the contracting CRM data and move the Bredemarket tracking to a REAL CRM.

I ended up selecting the free version of HubSpot to use as Bredemarket’s CRM. (For those of you who have seen references to Mailchimp on my home page, that is for a separate mailing list not associated with the CRM.) I configured some essential items, linked to other services, entered a list of contacts with whom I had spoken over the last couple of months, and then prepared my “Announcing Bredemarket” email and the list of contacts who would receive it.

By the time I had prepared my list, and edited my email, it was already early afternoon Pacific Daylight Time. Now I had to start thinking about WHEN I would send the email. I seemed to recall that mornings were the recommended time to send emails, and I confirmed my understanding by reading this CoSchedule blog post. (10am appears to be the sweet spot.) But CoSchedule also linked to a WordStream post that included some of the same advice, but then said:

That’s the Advice. Now Ignore It.
-Megan Marrs

Two facts about the list for this mailing are relevant.

This was not an email list that I had purchased. This was a list of people whom I had interacted with personally over the last few months, often after they were finished with their work for the day. If they received the email at 10am, they might wait to read it until the evening anyway.
Many of these “recommended email times” studies do not account for the fact that emails are sent to multiple time zones. While I was sending my email from the Pacific Daylight Time zone, some recipients were in the Central Daylight Time and Eastern Daylight Time zones, and one recipient was in the Central European Summer Time zone.

So after some more re-edits of the email, I decided that there was no need to wait until tomorrow morning to send it. So I sent it at 4:45 pm Pacific Daylight Time. (For those keeping score, that’s 01h45 in Central Europe.) I figured that a few people might read the email that evening, and that the rest would see it when they opened their inbox the next morning.

As HubSpot send the email to the recipients, HubSpot started churning its data.

Most of the emails were delivered immediately (one remained in a “Sent” status for a while and wasn’t delivered for a few hours).
People started opening the emails.
People started clicking on the links to the emails.
People started sending email responses.

This is all old hat to people who HAVE been CRM administrators, but to me it was all novel.

Now I could get really fancy and look at advanced analytics, but for my purposes I just needed to know the basics. I’ll show you an example – I included one of my own email accounts on the mailing list, and here is the information that HubSpot provided for the delivery to that email address.

I had several clickable links in the email, and HubSpot told me which of those links my alter ego clicked, and the time that they were clicked.

In addition to viewing individual activity, you can view summary activity for all of the recipients. Even if you’re not performing complex Tableau analyses of the data, the summaries can show you some basic things. For me, one key metric is the Unsubscribe metric – the percentage of those people who never want to receive an email from Bredemarket again. The heat map of the email displays the percentage of clicks on various links, including the Unsubscribe link. I am happy to report that as of right now – 16 hours after I sent the email – my unsubscribe rate is 0%.

So I’ve gone from minimal exposure to a CRM to a basic understanding of what a CRM can do. Hopefully I can use this to serve my potential Bredemarket clients better.

Now I just wish that I had used a CRM for my full-time employment search from day one. Maybe I’d be off of COBRA by now.

Tag Archives: marketing

On managing customer relationships as a sole proprietor