Weidenhammer Systems Inc.

Hammer Marketing

<div class="yoast-breadcrumbs"><a href="https://www.hammer.net/">Home</a> » <a href="https://www.hammer.net/resources/blogs/">Blogs</a> » Data-Driven Marketing Success, Part 3: Effective Reports and Dashboards</div>


<div style="height:51px" aria-hidden="true" class="wp-block-spacer"></div>



Most popular digital reporting tools offer custom reports and dashboards that summarize raw data – key to helping businesses understand their digital reality so they can make strong decisions moving forward.



Before we lay out additional ways to access reports and dashboards, though, it’s important to know the difference between those two things:



<ul class="wp-block-list">
<li>Dashboards&nbsp;–&nbsp;built to organize and present data in real-time, dashboards are animated and dynamic. Their graphs and charts illustrate trends within and across all key performance indicators (KPIs) your business is tracking. For many (but not all) businesses looking to improve digital marketing ROI, those KPIs might include website traffic, cost per lead, conversion rate, and SEO keyword ranking.</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" src="https://cms.hammer.net/wp-content/uploads/2024/09/Dashboard1-1024x920.webp" alt="" class="wp-image-9472"/></figure>



<ul class="wp-block-list">
<li>Reports&nbsp;– static and less interactive than dashboards, reports often take form as PDFs offering broad, historic data. They’re typically specific to a category of business and/or a category of KPIs, such as a&nbsp;performance report&nbsp;or&nbsp;trend analysis report.</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" src="https://cms.hammer.net/wp-content/uploads/2024/09/Report-1024x673.webp" alt="" class="wp-image-9474"/></figure>



<h2 class="wp-block-heading">Barrier to Entry for Small- and Mid-Sized Businesses</h2>



As touched on above, reports and dashboards aren’t technically hard to come by. They’re available, after all, within most popular reporting tools. Google Analytics 4, Repsly, 123FormBuilder, Fulcrum, ContentSnare and other leading platforms all give users the option to see their metrics displayed within dashboards and reports.



But here’s where things get tricky: These tools’ reports and dashboards only provide insights on data collection on that specific platform. If you’re like most businesses, you use more than one – and want to synthesize data from&nbsp;all&nbsp;for a comprehensive view of your business’s digital reality. &nbsp;



The million-dollar question, then:&nbsp;How does your business get around this issue, i.e. how does your business get data analysis for all reporting tools in one place?



For larger corporations, the answer is easy: They invest in custom dashboards that integrate and make sense of data from all relevant inputs. Unsurprisingly, these are cost-prohibitive and out of reach for most small- and mid-sized businesses.



It’s why most small- and mid-sized businesses often turn to analytics apps. Sounds good, right? Lean on an app that shows you it all? The challenge here –&nbsp;<a href="https://www.hammermarketing.com/data-driven-marketing-success-part-2-what-data-to-capture-and-how/">going back to part 2 of this series</a>&nbsp;– is that analytics apps vary in terms of customizability.&nbsp;Not all let you customize data points, meaning these apps often show a fixed set of KPIs that aren’t necessarily relevant to your business. &nbsp;



Luckily, we have a few more suggestions for small- and mid-sized businesses looking to leverage data across all of their reporting tools.



<h2 class="wp-block-heading">Tools That Can Help</h2>



A number of consumer-facing reports and dashboard builders exist in reach of smaller businesses, albeit with various pros and cons that we’ll outline below.



First, though, a friendly reminder on the rules of thumb for using&nbsp;any&nbsp;analysis tool: &nbsp;



Clarity&nbsp;– do you and your team understand what you’re looking at, i.e. do you understand exactly what the metrics within the report or dashboard mean? This is where many small businesses and non-marketing professionals go awry. They have reports and dashboards in front of them but aren’t entirely clear on what the various graphs and charts represent.



Relevance&nbsp;–&nbsp;remember what we talked about in&nbsp;<a href="https://www.hammermarketing.com/data-driven-marketing-success-part-2-what-data-to-capture-and-how/">part 2</a>&nbsp;: the KPIs you see in your dashboards and reports must tie back to your business’s specific goals. If your reports and dashboards are synthesizing irrelevant information, they can block progress or even take your marketing budget in the wrong direction.



Accuracy&nbsp;–&nbsp;make sure data being collected and shown in reports and dashboards is clean and therefore paints a true picture of your KPIs.



Tools to consider:



<ul class="wp-block-list">
<li><a href="https://www.semrush.com/">Semrush</a>&nbsp;– a Hammer Marketing favorite, Semrush’s Project Dashboard is described by the SEO toolkit software as a “small-scale analytics report that provides quick insights into what’s currently going on with your project.” Project Dashboard allows for multiple data sources, so you can compare metrics across all of reporting tools your business uses.&nbsp;This is by far the most user-friendly DIY solution for small- and mid-sized businesses looking for a cost-efficient solution they can manage in-house, on their own.&nbsp;Just keep in mind:&nbsp;User-friendly&nbsp;is relative. Semrush Project Dashboard, while easier than the rest, nonetheless requires a designated internal resource with an understanding of data analysis.</li>



<li><a href="https://www.tableau.com/">Tableau</a>&nbsp;– more costly than Semrush, Tableau is another visual analytics option that lets you create interactive dashboards and reports from data across numerous tools without coding knowledge.</li>



<li><a href="https://lookerstudio.google.com/navigation/reporting">Looker Studio</a>&nbsp;–&nbsp;have a developer in house, or someone with extensive related experience? Consider Looker Studio reports. They’re similar to the two options above, but offer deeper insights. However, the depth comes at a cost: Looker Studio’s learning curve is much steeper than Semrush’s.</li>
</ul>



Hammer Marketing’s digital marketing expertise –&nbsp;Hammer Marketing’s digital marketing strategists and developers spend&nbsp;<a href="https://www.hammermarketing.com/digital-marketing-engagements/">all day, every day</a>&nbsp;handling analytics on behalf of small- and mid-sized businesses like yours. Often our team expertly leverages the tools mentioned above; sometimes we even add to them via relatively cost-efficient custom solutions.



Take this dashboard, designed by Hammer Marketing for a New England chemical supplier:



<figure class="wp-block-image size-large"><img decoding="async" src="https://cms.hammer.net/wp-content/uploads/2024/09/Dashboard2-1024x890.webp" alt="" class="wp-image-9475"/></figure>



The highly-visual dashboard reports on nuanced metrics that are important to the company’s leadership and its sales team. Like most dashboards, it lets users change the date range to compare results. The &nbsp;company’s sales team leans heavily on this dashboard to determine whether products are gaining visibility in respective global markets as intended, as reflected by KPIs measuring company website traffic by region and user behavior specifics (for example, are site visitors looking at job opportunities…or are they looking to buy product?). As company needs change, Hammer Marketing retools the dashboard at an investment in reach of the business.



Want to skip learning curves by putting dashboards and reports in the hands of<a href="https://www.hammer.net/teams/growth/" data-type="page" data-id="95">&nbsp;Hammer Marketing pros</a>&nbsp;focused on your marketing ROI?&nbsp;<a href="https://www.hammer.net/teams/growth/" data-type="page" data-id="95">Contact Hammer Marketing today for a free consultation</a>.

Data-Driven Marketing Success, Part 3: Effective Reports and Dashboards

<div class="yoast-breadcrumbs"><a href="https://www.hammer.net/">Home</a> » <a href="https://www.hammer.net/resources/blogs/">Blogs</a> » Data-Driven Marketing Success, Part 3: Effective Reports and Dashboards</div>


<div style="height:51px" aria-hidden="true" class="wp-block-spacer"></div>



By now you know:&nbsp;<a>Analytics is essential to digital marketing in 2024</a>. For most businesses, however, actually capturing and leveraging data is less clear. Which tools to tap? Who handles it? How are reports organized, shared, analyzed, and&nbsp;used&nbsp;to benefit your bottom line? There is a significant learning curve associated with analytics tools and best practices.



Before we shed some light on the matter so you can get started, a quick look at the missteps we aim to help you avoid – mistakes that routinely bungle the efforts of small and medium-sized businesses, and which can counteract even the best data collection tools:



<ul class="wp-block-list">
<li>Inadequate Planning:&nbsp;Failing to define clear objectives and KPIs before embarking on data collection – much like trying to fly a plane as you build it.</li>



<li>Poor Data Quality:&nbsp;Issues with data accuracy, completeness, and consistency due to manual entry errors, lack of validation processes, and –&nbsp;as mentioned above –&nbsp;inadequate planning.</li>



<li>Siloed Data:&nbsp;Data being stored in disparate systems, which gets in the way of integration and holistic analysis.</li>



<li>Lack of Expertise:&nbsp;Limited knowledge of advanced analytics techniques and tools as well as data analysis and interpretation, leading to underutilization or misuse of collected data.&nbsp;</li>
</ul>



<h2 class="wp-block-heading">Collecting Data: Getting Started</h2>



As you can probably tell, we’re sticklers for reminding businesses that internal preparation is essential to effective data collection. After all, every business is different, with different problems, different starting points, and different goals they aim to solve. As&nbsp;Captain Obvious&nbsp;as this might sound, getting clear on these things, and on key performance indicators (KPIs) related to data-driven marketing, is a step that’s too often skipped, with dire consequences. Avoid this common blunder by taking the time to assemble key stakeholders and achieve consensus on the following: &nbsp;



<ul class="wp-block-list">
<li>What are your primary business objectives related to digital marketing? Are you looking to increase sales, improve customer retention, expand your market reach, or something else? If the answer is&nbsp;all of the above, determine priorities in descending order, and whittle the list down to one or two to start. – Break each goal into two categories: Short-term (next six to twelve months) and long-term (one year and beyond).</li>



<li>Who is your target audience? What are their demographics, behaviors, and preferences?</li>



<li>Which key marketing platforms and channels (e.g., social media, email, and pay-per-click, or PPC), if any, are you currently using to reach your audience?</li>



<li>Which key marketing channels and platforms are you considering moving forward? What’s the business case for each?</li>



<li>What tools and technologies are you currently using, if any, to better understand your target audience? Are you, for example, leveraging CRM systems, marketing automation tools, or analytics platforms? – What metrics are those tools tracking? Maybe you’re monitoring website traffic or website visitor behavior, conversion rates, customer acquisition costs, or something else?</li>



<li>What are your current marketing challenges? Perhaps, for example, you’re facing issues with lead generation, customer engagement, or campaign performance. If the answer is&nbsp;all of the above, determine priorities in descending order. &nbsp;</li>



<li>What is your budget for marketing activities?</li>



<li>How much more are you willing to invest in different marketing channels and tools than what you’re currently spending? &nbsp;</li>



<li>How have you defined data-driven marketing success to date?</li>



<li>How will you define data-driven marketing success moving forward?</li>



<li>What KPIs will indicate that your marketing efforts are successful?</li>



<li>What data do you need to make informed decisions?</li>
</ul>



<h2 class="wp-block-heading">Moving Into Tools &amp; Techniques</h2>



With a clear sense of where you currently stand and where you want to go, it’s time to drill down on specific data capture tools and practices. Not sure what your options are, or where to start? Here are four fantastic resources:



<ul class="wp-block-list">
<li><a href="https://www.datamation.com/big-data/data-capture/">Datamation’s Guide on Data Capture</a>:&nbsp;Provides a comprehensive overview of data capture methods; a great resource for understanding back-end mechanisms and options.</li>



<li><a href="https://business.adobe.com/blog/basics/learn-about-data-capture">Adobe Experience Cloud</a>:&nbsp;Builds on the Datamation guide above, outlining intricacies of data capture and its applications for businesses.</li>



<li><a href="https://codeless.io/online-data-collection-tools/">Codeless:</a>&nbsp;Delves into specific data collection tools your business can choose from, including tools for surveys, questionnaires, case studies, and more.</li>



<li><a href="https://codeless.io/online-data-collection-tools/">Codeless:</a>&nbsp;Delves into specific data collection tools your business can choose from, including tools for surveys, questionnaires, case studies, and more.</li>
</ul>



<h2 class="wp-block-heading">The Benefits of Outsourcing Data Collection</h2>



Sound like a lot?&nbsp;It is.&nbsp;While effective in-house data collection and analysis is possible, there are many benefits to handing it to experts like the team at Hammer Marketing. For one, outsourcing to Hammer means bypassing learning curves, letting you focus on your core business while we handle all of this for you. It also, in most cases, translates to superior data collections. Digital agencies like ours, after all, collect and analyze data all day, every day, using best-in-breed tools and processes (many of which are too cost prohibitive for companies to invest in on their own). We offer you a cost-effective, leading-edge, and flexible solution that can scale with your business, adapt with the times, and ultimately give you a competitive advantage.



For most of our clients, the process looks like this:



<ul class="wp-block-list">
<li>Initial Consultation:&nbsp;We get to know your business goals, current data infrastructure, culture, and specific needs.</li>



<li>Onboarding:&nbsp;A kick-off meeting, questionnaire, data audit, and ongoing conversations source us with key information; this info spans target audience, key performance indicators (KPIs), current data sources, and more. We work with you to gain shared access to relevant data sources and tools, like Google Analytics 4, to understand existing data and configure new tracking mechanisms. We also establish communication channels to keep our team connected with yours.</li>



<li>Strategy Formulation:&nbsp;We develop, then present for approval, a comprehensive data capture and reporting strategy based on your company’s exact objectives and all information gathered.</li>



<li>Implementation:&nbsp;We set up tracking codes, configure dashboards and analytics tools, and ensure all data points are accurately captured.</li>



<li>Client Launch Meeting:&nbsp;We review the plan with you, addressing any questions, and finalizing the reporting schedule.</li>



<li>Ongoing Management:&nbsp;We continuously monitor, analyze, and optimize data collection and reporting processes on your company’s behalf, assessing outcomes and evolving as needed!</li>
</ul>



In part 3 of this series, we’ll talk about reporting and dashboards in more detail for businesses handling data collection on their own. Or you can skip that learning curve and put data collection in the hands of the Hammer Marketing pros instead.&nbsp;<a href="https://www.hammer.net/teams/growth/" data-type="page" data-id="95">Contact Hammer Marketing for a free consultation</a>.

Data-Driven Marketing Success, Part 2: What Data to Capture, and How

<div class="yoast-breadcrumbs"><a href="https://www.hammer.net/">Home</a> » <a href="https://www.hammer.net/resources/blogs/">Blogs</a> » Data-Driven Marketing Success, Part 3: Effective Reports and Dashboards</div>


<div style="height:51px" aria-hidden="true" class="wp-block-spacer"></div>



It’s one of the hottest words of the past few years – in marketing, especially: Data.&nbsp;In a&nbsp;<a href="https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report?hubs_content=blog.hubspot.com/agency/data-driven-marketing&amp;hubs_content-cta=2023%20HubSpot%20survey&amp;__hstc=115058456.55ca40ba898a56c83646ea7e9aafa985.1723571373693.1729689563762.1730217236459.10&amp;__hssc=115058456.3.1730217236459&amp;__hsfp=1092514284" target="_blank" rel="noreferrer noopener">2023 HubSpot survey</a>, 36% of marketers said data is essential to reaching target audiences and understanding customers; 32% said investing in data boosts marketing ROI. Frankly, we’re surprised those numbers aren’t higher. Every marketer we know is clear on the fact that marketing has a new playbook compared to even just five years back. Gone are the days of casting a wide net and hoping to catch the right fish (customers!). To compete today, businesses need to deftly leverage accurate data about prospects, customers, and markets in order to identify qualified leads, understand their behavior, then target them accordingly.



And here’s the thing: Even though it’s called&nbsp;data-driven marketing, acquiring data is only half the equation. Like&nbsp;yin&nbsp;and&nbsp;yang, data is nothing without&nbsp;analytics. The act of understanding data, marketing analytics is maybe best described as data’s decoder pin. Analyzing marketing data is the act of making heads and tails of facts so you can gain valuable insights, track essential marketing metrics, and all in all make informed decisions that give you a fighting chance of stronger marketing strategies and ROI. Louder for the guy in the back:&nbsp;Effective use of analytics is crucial to data-driven marketing success.



There’s just one problem:



Many businesses get marketing analytics wrong. &nbsp;



<h2 class="wp-block-heading">The Bridge Between Data and Decisions</h2>



When our Hammer Marketing&nbsp;<a href="https://www.hammermarketing.com/services/digital-marketing/">digital marketing team</a>&nbsp;talks with industry peers, one of the first questions we get is, “What analytics tools do you use?” –&nbsp;a testament to the importance of this detail to modern marketing.



Some digital agencies keep this detail close to their vest. Our team has no problem sharing. Our everyday go-to tools include:



<ul class="wp-block-list">
<li><a href="https://developers.google.com/analytics">Google Analytics 4 (GA4)</a>&nbsp;–&nbsp;Google’s hotly-debated Universal Analytics replacement, GA4 offers insights into which file types website users are downloading, which pages are most visited, where traffic is coming from, and much more.</li>



<li><a href="https://www.crazyegg.com/">Crazy Egg</a>&nbsp;–&nbsp;the digital (and legal!) marketing equivalent of hiring James Bond, Crazy Egg’s heatmaps let you watch the way recent visitors used your website: where they lingered, what they clicked, the last thing they looked at before they bounced, what pages or calls-to-action prompted them to make a purchase or submit a lead, and more. It’s all displayed visually, so you can sidestep traditional data reports and digest it more readily.</li>



<li><a href="https://lookerstudio.google.com/u/0/navigation/reporting">Looker Studio</a>&nbsp;– formerly Google Data Studio, Looker Studio converts data from a number of reporting tools including GA4 and Crazy Egg into customizable, informative reports and dashboards that we share with our business clients for easier comprehension.</li>
</ul>



For us, these tools have become second nature. But those two words –&nbsp;for us&nbsp;– come with a caveat:



These programs come easily to us because we use them daily and have backgrounds in statistics and data analysis.



This is rarely the case for business owners, or even in-house marketing leads.



Hammer Marketing sees it all the time: Businesses seek us out because, despite using the same tools we do, they struggle to master the tools’ complex settings, stymieing everything from data access to data accuracy. Before tapping Hammer, many of our clients were making decisions based on incorrect data – a death knell for marketing. Many who&nbsp;did&nbsp;manage to get accurate data often found themselves stuck on what to do with it next.



As such, any business looking to leverage data-driven marketing should take one of the two paths:



<ul class="wp-block-list">
<li>Learn, learn, and learn&nbsp;some more&nbsp;–&nbsp;intensive training on data marketing tools, and ideally some statistics and data analysis education, is integral to tackling data-driven marketing in-house.&nbsp;</li>



<li>Outsource to a digital agency&nbsp;–&nbsp;beyond taking this complex responsibility off of your desk, our expertise gives you a leg up on today’s dense marketing landscape. All day, every day, our Hammer Marketing team optimizes data-driven marketing tools. Metrics and insights gleaned from analytics become your business’s baseline, informing every decision we make moving forward. We launch campaigns and watch the activity. What works, stays; what doesn’t, goes. Even more, we abide by data collection best practices and compliance with regulations. You get peace of mind knowing that your tools have been set up correctly and are working, 24/7, in favor of your business.</li>
</ul>



Are you ready to put your crucial data-driven marketing in the hands of leading experts?&nbsp;<a href="https://www.hammer.net/teams/growth/" data-type="page" data-id="95">Contact Hammer Marketing for a free consultation</a>.

Data-Driven Marketing Success, Part 1: Getting Analytics Right

<div class="yoast-breadcrumbs"><a href="https://www.hammer.net/">Home</a> » <a href="https://www.hammer.net/resources/blogs/">Blogs</a> » Data-Driven Marketing Success, Part 3: Effective Reports and Dashboards</div>


<div style="height:51px" aria-hidden="true" class="wp-block-spacer"></div>



Digital marketing agencies like ours exist to help businesses stand out and get noticed. As such, there’s no greater fear in agency land than being perceived as the b-word:



Boring.



But here’s the rub: Creative aside, there are some aspects of client work that&nbsp;should&nbsp;be uneventful, methodical, predictable – yes, even enough to make you want to curl up for a cat nap or full-fledged snooze.



Chief among them?



Ladies and gentlemen, give it up for the most boring aspect of Hammer Marketing…a key reason&nbsp;<a href="https://www.hammermarketing.com/hammer-marketing-named-a-best-of-pa-marketing-agency/">UpCity calls us a Best PA Marketing Agency</a>…



Website development!



<h2 class="wp-block-heading">The Two Sides of Websites</h2>



Before we discuss why website development&nbsp;is&nbsp;and&nbsp;should be&nbsp;boring, a reminder of the value of websites themselves.



Even as businesses’ digital footprints stretch across a growing number of platforms, websites still reign supreme. Your website is your company’s digital calling card – and, in many cases, a revenue stream. Ideally, your business website is interactive, strategically organized, and engaging. At minimum, it needs to abide by best practices, look up-to-date, and&nbsp;work. Functionality flaws don’t just send users packing; they can&nbsp;<a href="https://www.hammermarketing.com/seo-the-long-game-worth-playing/">negatively impact SEO</a>.



Getting your website to look great and work great is the responsibility of two different functions, or phases:&nbsp;<a href="https://www.hammermarketing.com/services/web-design-development/">Website design and website development</a>. Knowing the difference between the two is key:



The design aspect of your website’s creation is the “fun” part. &nbsp;Your agency presents its vision for your new website to you in wireframe form. Although web design standards certainly exist, design is subjective, and open to creative flair. A great agency will incorporate motion, innovative features, and strong use of your brand’s design elements without losing site of user journey and all of the practical functions the site needs to offer.



Once that design is approved, a website goes into development.



This&nbsp;is where things get spectacularly boring!



Development&nbsp;is the back-end portion of the web build process, implemented over hundreds of hours of work necessary to bringing that exciting design to life. To use a car as a metaphor: If&nbsp;design&nbsp;implies surface curvature and color, development is the motor and aerodynamics that allow it to run. Website development includes backups, internal checks, linting that checks code errors, and use of AI tools that read error logs and optimize code, to name just a few.



Now, do Hammer Marketing developers themselves find development work boring? Nope! We know full well the integral role of our work and say, “Game on!” But here’s what we mean by boring: Development happens behind the scenes, is largely objective, and, if everyone’s doing their best, is uneventful. Drama-free. The more routine the development process is, the more likely your site launch will go smoothly, with everything working correctly and matching the design comps you approved. And all of this should more or less happen without you realizing it! If you and your agency need to discuss your website’s development in depth, it’s probably because there are problems on their end that could have been avoided by a tighter, more boring process.



<h2 class="wp-block-heading">Why Hammer Draws a Line Between Design and Development</h2>



Hammer Marketing’s development process can afford to be so methodical…so “boring”… because we treat design and development the way they should be treated: as separate entities.



Many agencies (understaffed agencies especially) are more adept at design than development. They hire website designers with limited development experience. As such, quality control responsibilities end up getting shortchanged and website issues aren’t discovered until after launch. We’ve heard the stories: A client doesn’t realize that its site is wonky or looks weird until after it’s already gone live and their client calls it out!



Hammer shirks this approach. We strive to discover and smooth out every design and functionality wrinkle before a website launches. We’re adept at this in large part because our in-house website development team is&nbsp;advanced. Most of us have software development experience, meaning our website development process abides by standards that are tighter than those that govern website design. &nbsp;



<h2 class="wp-block-heading">Boring in Practice</h2>



So what do those hundreds of hours of boring development include? Here are a few pieces of the development pie:



<ul class="wp-block-list">
<li><a href="https://www.perforce.com/blog/qac/what-is-linting">Linting</a>&nbsp;is the automated checking of source code for programmatic and stylistic errors, completed by a tool known as&nbsp;linter&nbsp;–&nbsp;a static code analyzer. As developers type code, the linter offers real-time formatting recommendations while also highlighting potential errors.</li>



<li><a href="https://code.visualstudio.com/docs/editor/intellisense">IntelliSense</a>&nbsp;lets us edit code more readily and efficiently via features including code completion, parameter information, and member lists.</li>



<li><a href="https://git-scm.com/book/en/v2/Getting-Started-About-Version-Control">Git</a>&nbsp;is instrumental to version control, letting our team keep track of work as it evolves and refer back to earlier versions when needed.</li>



<li>Numerous Internal processes and reviews. Designers and developers cross-check work and compare outcomes to the design comps and blueprint. &nbsp;&nbsp;</li>



<li>In terms of AI support, our team loves&nbsp;<a href="https://www.microsoft.com/en-us/microsoft-copilot/meet-copilot?ef_id=_k_CjwKCAjwnqK1BhBvEiwAi7o0X8NhbPruMcNYoHu0ndPZEgx69PofJmxCLu06Xla0IvUoYeB8VGCisRoCGdEQAvD_BwE_k_&amp;OCID=AIDcmm9xzw3cn3_SEM__k_CjwKCAjwnqK1BhBvEiwAi7o0X8NhbPruMcNYoHu0ndPZEgx69PofJmxCLu06Xla0IvUoYeB8VGCisRoCGdEQAvD_BwE_k_&amp;gad_source=1&amp;gclid=CjwKCAjwnqK1BhBvEiwAi7o0X8NhbPruMcNYoHu0ndPZEgx69PofJmxCLu06Xla0IvUoYeB8VGCisRoCGdEQAvD_BwE">Microsoft Copilot</a>&nbsp;for its ability to interpret error logs.</li>
</ul>



Does your business want to tap the web design experts that do hundreds of hours of “boring” systematized development work every day in the quest to deliver glitch-free websites and apps?&nbsp;<a href="https://www.hammer.net/teams/growth/" data-type="page" data-id="95">Contact Hammer Marketing for a free consultation</a>.

Boring by Design: Hammer Website Development

<div class="yoast-breadcrumbs"><a href="https://www.hammer.net/">Home</a> » <a href="https://www.hammer.net/resources/blogs/">Blogs</a> » Data-Driven Marketing Success, Part 3: Effective Reports and Dashboards</div>


<div style="height:51px" aria-hidden="true" class="wp-block-spacer"></div>



Ever wonder why some brands seem to have the magic touch, while others fade away? The perceptible difference lies in&nbsp;brand presence,&nbsp;which can be loosely defined as the sum of all the ways your business is perceived. A&nbsp;strong&nbsp;brand presence is the Holy Grail of identity-building: It sets you apart from the competition, exuding that intangible magnetism that consumers crave. When shoppers go out of their way to find a Target and Trader Joe’s or wear the brokerage-branded hat their real estate agent gave them at closing, it’s rarely just savings and convenience driving the bus –&nbsp;it’s brand presence. Marketing guru Seth Godin might have put it best: “People do not buy goods and services. They buy relations, stories, and magic.” Brand presence is important to&nbsp;every&nbsp;bottom line. &nbsp;<a href="https://www.forbes.com/sites/forbesagencycouncil/2021/06/10/does-branding-really-matter-for-a-small-business/">Forbes&nbsp;wrote in 2021</a>, “Your brand matters regardless of the size of your business, and arguably it matters more for small businesses where customers likely have more convenient options.” Every day, Hammer Marketing sees firsthand the power of branding for e-commerce companies as well as brands with physical locations. Businesses that build a strong brand presence enjoy:



<ul class="wp-block-list">
<li>Compounding brand awareness and recognition:&nbsp;Like an investment that earns interest while you sleep, a strong brand presence goes ahead of you, increasing the chances that people know and feel positively about who your business is, what you sell, and what you stand for.</li>



<li>Improved customer loyalty and trust:&nbsp;The stronger your brand presence, the more likely you are to keep your customers and experience repeat business.</li>



<li>Enhanced credibility and authority:&nbsp;A strong brand presence positions you as a leader in your field.</li>



<li>Increased sales and revenue:&nbsp;A strong brand presence almost always leads to profit and growth.</li>
</ul>



Of course, you can’t simply snap your finders and have a strong brand presence. Establishing strong brand presence has always required effort; it’s even tougher in today’s crowded marketplace, where smart differentiation is harder (and more of a delicate dance) than before. &nbsp; Not sure where to start? Fear not:&nbsp;Below are key tactics for enhancing your brand presence and, in doing so, setting up your business for success.



<h2 class="wp-block-heading">But First: Marketing’s Five P’s</h2>



Building a successful brand presence requires more than just a memorable logo, catchy slogan, website, and random Instagram posts. Those are&nbsp;ingredients&nbsp;of brand presence, yes, but like a single egg in a cake recipe, they don’t cut it on their own!



Building a strong brand presence means assessing and then curating your brand across all five pillars of marketing. They’re easy to remember because they all start with P:



Purpose:&nbsp;Strong brand presence is built on clear and compelling brand&nbsp;purpose. Look beyond your business’s overt mission (“to make money restoring and selling bikes,” for example) and ask yourself: “Bigger picture,&nbsp;why is my brand here?” Maybe it’s “To get people outdoors – the missing ingredient in the quest for health and happiness,” or “Because recycled bikes reduces our carbon footprint.” Your response is what will connect you with your right-fit audience. Simon Sinek’s&nbsp;<a href="https://www.amazon.com/Start-Why-Simon-Sinek/dp/1591844517">Start with Why: How Great Leaders Inspire Everyone to Take Action</a>&nbsp;delves into the importance of purpose in business; it can help you define yours.



Perception:&nbsp;What exactly do you want your target audience to think and feel when they encounter or even think about your brand? Once you’re clear on this you can embark on marketing efforts that get you there. Renowned digital marketing expert Neil Patel frequently writes about brand perception; his&nbsp;<a href="https://neilpatel.com/">blog offers insights</a>&nbsp;on how to influence brand perception.



Personality:&nbsp;Imagine if Apple swapped its sleek logo and less-is-more voice with Old Spice’s verbose, playful presence, and you get a sense for the nuanced importance of personality to branding.&nbsp;<a href="https://99designs.com/">99designs</a>&nbsp;is a platform that offers resources on branding design; you can find insights on their site on topics like developing your brand voice and creating a brand style guide. Position:&nbsp;How is your brand different from its competitors – inherently, but also in terms of how you convey it? This question is vital for all businesses, but especially businesses in crowded markets. The&nbsp;<a href="https://www.ama.org/">American Marketing Association website</a>&nbsp;is a great resource for making these calls. &nbsp;



Promotion:&nbsp;Content marketing and social media engagement all fall under promotion, an increasingly important aspect of branding and not one to be taken lightly. The&nbsp;<a href="https://contentmarketinginstitute.com/">Content Marketing Institute</a>&nbsp;has a variety of resources on creating and distributing content that promotes your brand and achieves your marketing goals.



<h2 class="wp-block-heading">And Now: Building a Strong Brand Presence</h2>



Once you understand the 5 Ps and how they work together to develop brand presence, you can take added steps toward creating yours: &nbsp;



<h3 class="wp-block-heading">Step 1: Understand your target audience inside and out</h3>



Conduct market research to drill down on your ideal customer’s demographics, needs, and online behavior. Develop detailed buyer personas(profiles describing the various types of individuals or groups for whom your service or product is a fit) to gain a clear picture of qualified prospects.



<h3 class="wp-block-heading">Step 2: Build a brand identity</h3>



Your brand’s personality is the biggest outward mark of its presence – of what makes you&nbsp;you. This includes visual branding (logo, colors, fonts), brand voice (how you communicate), and messaging (what you say in that voice). Consistency is key! Make sure all branding elements work together seamlessly across all platforms.



<h3 class="wp-block-heading">Step 3: Communicate consistently</h3>



Your website, social media platforms, marketing materials, and even customer service interactions and chatbot responses should all feel like they’re coming from one source. Is your website copy playful? If so, playfulness should be a mark of every other brand touch point, too.



<h3 class="wp-block-heading">Step 4: Leverage content marketing</h3>



Content is a powerful tool for building brand presence. Create informative and original blog posts, engaging social media content, and helpful guides that educate and entertain your target audience. By establishing yourself as a thought leader, you build trust and credibility and stay at the forefront of prospects’ and customers’ minds.



<h3 class="wp-block-heading">Step 5: Engage via social media</h3>



Don’t just broadcast messages – have conversations! Respond to comments, answer questions, and participate in relevant discussions. Show your human side and build relationships with your audience.&nbsp;<a href="https://www.hammermarketing.com/overwhelmed-by-social-media-6-ways-to-up-your-game/">Again, consistency is key</a>. You don’t have to post every hour or even every day, but however often you post, do so steadily.&nbsp;



Building a strong brand presence takes time and effort, but the rewards are well worth it. If it sounds daunting, hand it to Hammer.&nbsp;<a href="https://www.hammermarketing.com/case-study/ndcp/">Our team of experts turns businesses across industries into brand powerhouses every day.&nbsp;</a>&nbsp;<a href="https://www.hammer.net/teams/growth/" data-type="page" data-id="95">Contact us today to get started</a>.

Category: Hammer Marketing

Data-Driven Marketing Success, Part 3: Effective Reports and Dashboards

Data-Driven Marketing Success, Part 2: What Data to Capture, and How

Data-Driven Marketing Success, Part 1: Getting Analytics Right

Boring by Design: Hammer Website Development

Brand Presence 101: How to Make Your Mark