Focus on Your Digital Marketing Goals, Not Your Software Tools

We get it. We have a great job here at Element. It’s exciting to deliver content marketing and marketing automation platforms for our clients, delivering results for them and, yes, “playing” online all day. It can be tempting to dive right in with us, helping to choose the many products and services that we use to deliver our digital marketing programs. Frankly, we love it that our customers are so invested in partnering with us.

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Content Marketing Analyst
Marcus Sanford has worked in marketing and communications for 17+ years, driving success for hundreds of clients in the financial services, small business, healthcare, manufacturing and non-profit/advocacy spaces.

Email Marketing: Can You Trust Best Practices?

There’s a lot of advice out there about email marketing, from myths and best practices to guidance from gurus and case studies with stats that will blow your mind. But is it all trustworthy?

If you’ve become frustrated with your company’s email marketing results, you may be relying too much on outdated, inaccurate, or anecdotal evidence. Here’s the truth about email marketing best practices and some honest advice about what matters most …  Continue reading Email Marketing: Can You Trust Best Practices?

Director of Digital Marketing
Officially, Derek is Element's Digital Marketing Director, specializing in search engine optimization, social media marketing, and website user experience design. However, outside the office, Derek cannot be pinned down to a single title, so let's go with "happy-hour-turned-late-nighter," "driveway fire-starter," "fins-up-Parrotheader," "world traveler," "Frisbee-throwing-dog-lover," and "up-to-the-minute digital dominator."

Marcus Sanford, Element’s New Content Marketing Analyst, By the Numbers

Element has been producing a lot of content for clients lately. At last count, we’ve reached roughly two bazillion people with our digital marketing programs in the past year.

And, that’s why we’re excited to welcome Marcus Sanford to the team as our new Content Marketing Analyst. He’s charged with telling the story behind all the data produced by our campaigns, turning raw numbers into business insights, and creating a 360° look at our clients’ marketing efforts. He also crafts our Marketing Automation solutions and manages CRM integration.
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The Automation Advantage: Empower Your Email Marketing

What’s the highest-performing digital marketing channel? Is it Facebook? Twitter? LinkedIn? You may be surprised to know that yes, even in 2017, the tool that delivers the strongest return on investment for marketers is still email. With a median ROI of 122 percent, if done well it can be more effective per dollar for some organizations than other tactics.

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Content Marketing Analyst
Marcus Sanford has worked in marketing and communications for 17+ years, driving success for hundreds of clients in the financial services, small business, healthcare, manufacturing and non-profit/advocacy spaces.

The Automation Advantage: Is Your Marketing Working For You 24/7?

Growing up in Oklahoma, we had a common saying: “I’m fixin’ to get ready.” In other words, I’ve got somewhere to go or something to do, but not quite yet – so in the meantime I’m doing something else, which may or may not have anything to do with what I’m doing later. The buying cycle for your customers is a lot like that today, too.

According to SiriusDecisions, as much as 70 percent of the buyer’s journey is complete before they reach out to sales. So, a lot of your future customers are fixin’ to get ready – but how would you know, unless they call or email you every time they’ve made progress towards making a purchase. The more complex the purchase is, and the longer the sales cycle, the worse this situation gets for sales and marketing departments. Sales may spend time calling a visitor over and over who filled out a form on your site. If the visitor is only in the initial research stage of their buying process, it’s a waste of time for your sales teams, and irritates potential customers. Continue reading The Automation Advantage: Is Your Marketing Working For You 24/7?

Content Marketing Analyst
Marcus Sanford has worked in marketing and communications for 17+ years, driving success for hundreds of clients in the financial services, small business, healthcare, manufacturing and non-profit/advocacy spaces.

The Automation Advantage: Do You Know Who’s Visiting Your Website?

Back on Valentine’s Day, Major League Baseball pitchers and catchers reported for spring training, which got me thinking. I’m a huge baseball fan, and always make time to go to at least a few Brewers games each season, while I listen to and watch hundreds more. I’m excited about the possibility for Andrew Susac, who came over to Milwaukee from the San Francisco Giants last year, to win the starting catcher’s role.

Imagine what it’s like to be given your shot to make a major-league roster. Everything you do is being watched closely by your fellow players, coaches, and management. The choices you make daily are a risk, and knowing what to do in each situation is critical – what pitch to recommend, whether to try to throw out a base stealer, picking up on opposing hitters’ tendencies. It takes a lot of preparation and work.

Just like professional baseball players, modern sales teams are under huge pressure to perform. Producing on deadline, hunting for new leads, presenting, making cold calls and sending emails. Figuring out the best use of their time on any given day can be a real challenge. Without the right intelligence, this can boil down to guesswork. They need more and better information on leads and prospects, and they expect Marketing to supply it. But what’s the best way to gather this kind of detail in a timely fashion, and make it accurate enough to be actionable? The tools you use today won’t cut it.

Continue reading The Automation Advantage: Do You Know Who’s Visiting Your Website?

Content Marketing Analyst
Marcus Sanford has worked in marketing and communications for 17+ years, driving success for hundreds of clients in the financial services, small business, healthcare, manufacturing and non-profit/advocacy spaces.

Element Designer Series: Q&A with Graphic Designer Jenna Garvin

The month of February is upon us and we’re continuing our Designer Series with a hand-lettered creation by none other than our graphic designer, Jenna Garvin.

With a passion for patterns and a soft spot for art history, Jenna’s hand-drawn creation marries classic typography with composition and skill for an inspiring, eye-catching design.

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Element’s 2017 Design Trend Report

Impacted by culture, technology, and media, design trends continuously ebb and flow. As we round out the first month of a new year, we are identifying some of the popular trends in the design world for 2017.

Design trends don’t turn on a dime in the timespan of just one year. In fact, many of last year’s trending designs are still being applied today. Despite the carryover on some of this year’s design trends, it’s evident more companies are looking to simplify the user experience and are saying more by featuring less.

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Creative Director

Get the Download on Element’s Newest Web Developer, Amanda Jackson

We are excited to welcome Amanda Jackson, Element’s newest web developer to the team. With a background in website design and development, Amanda works to improve the function of existing websites and researches new platforms and frameworks to give our clients the best interactive resources available.

We caught up with Amanda to learn about her love for website development, what it takes to learn a new platform, and just how her Neopets are doing!

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Hit Your Target! Using the Right B2B Strategy to Reach an Audience

More Wisconsin businesses are starting to see the value in reaching their target audience through content marketing. That means creating articles, videos, graphics, and all sorts of media designed to draw attention to your company and establish your expertise on a given topic.

However, any company that jumps right into content marketing without a plan is making a huge mistake. There’s much more to it than setting up a blog and getting on social media.

Strategy is at the core of any marketing effort. Without the right strategy, it doesn’t matter what you do, it’s unlikely your efforts will grow your business in any significant way.

So, where do you start?

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Principal/Agency Director