Herolocity fuels your business to do more with 100+ business apps under one platform, which brings all of your business applications and team in one place. In combination with their marketing service and platform, Herolocity has more than 2M users and has 45+ employees, climbing its way to being one of the fastest growing private businesses in the United States by Inc. 5000.
Below is our recent interview with Robert Nikic, CEO at Herolocity:
Q: What is Unified Marketing?
A: Unified Marketing is defined as a marketing strategy that utilizes multiple elements of marketing which work in sync to support generating, nurturing and converting your target audience while each element supports one another to attribute performance.
Q: What types of marketing elements should be included within Unified Marketing?
A: In a Unified Marketing strategy, the marketing elements that are utilized would as outlined and described below:
Search Engine Optimization: Supports generating highly targeted prospects which are actively prospecting for the product and/or service by directly searching through Google, Yahoo! or Bing through targeting keyword phrases.
Social Media Marketing: Supports generating and nurturing your target prospects which have been generated through organic social media marketing via a social media posting strategy for each social media platform, such as Facebook, Twitter, Instagram, Pinterest and LinkedIn.
Content Marketing: Supports generating and nurturing your target prospects through publishing various segments of blog posts directly on the business’ website, publishing on third-party niche relevant blogs and followed by publishing on highly authoritative media outlets.
Email Marketing: Supports nurturing and converting prospects whom have visited your website and expressed interest through a sign-up form or email subscription with a email marketing strategy (drip campaign) which focuses on build product and service value based on the current cycle in the sales funnel in order to have the prospect commit an action which results in a conversion.
Retargeting Prospects: Supports nurturing and converting prospects whom have visited your website, explored several pages and left without committing an action by having advertisement banners follow the prospects through every ad-enabled website that they visit, including social media throughout a consecutive 90-day period.
Building Product & Service Value: Supports nurturing and converting target prospects through establishing product and/or service value with key-indicators that your prospects will identify and which will significantly differentiate your business versus competitors.
A/B Testing: Supports generating, nurturing and converting your target prospects through every element of your marketing strategy with split A/B testing to ensure all elements of your marketing strategy are performing at peak performance while finding conversion improvement opportunities.
Conversion Optimized Website: Supports converting your target audience with a conversion optimized website which utilizes the product and/or service element of your marketing strategy to covey your branding imaging, value and deafferenting factors.
Conversion Optimized Landing Page: Supports converting your target audience after they’ve been generated and nurtured through creating mini-campaigns and landing pages that revolve around build product and/or service value with each individual mini-campaign and landing page being surgically focused on the stage the prospect is in the sales pipeline and behaviors previously expressed through different elements of the marketing strategy.
Q: Why is paid marketing not an element within Unified Marketing?
A: By origin, Unified Marketing is considered the alternative to paid marketing, although, this does not mean that paid marketing should be ruled out of the equation entirely due to the fact that it can be an audience generator initially while various elements of a Unified Marketing strategy take effect. While your Unified Marketing strategy is being created, an analysis will be completed for paid marketing to explore any opportunities that are available.
Each and every element of a Unified Marketing strategy support paid advertising with for example, Google Adwords in support of increasing the quality score which in return reduces the cost per click.
Q: What are the differences between Unified Marketing and Traditional Marketing?
A: One of the core of several differences between Traditional Marketing and Unified Marketing are as outlined and described below:
Traditional Marketing: Utilizes a single or double element of digital marketing, such as search engine optimization and social media marketing, but does not have other supporting marketing elements. It may also entail additives of advertisements, such as newsletters, billboards, flyers and newspaper print ads which do cannot adapt to the ever-changing target prospect’s sales cycle.
Unified Marketing: Utilizes multiple elements of digital marketing strategy where each element supports one another to organically and naturally work in sync to generate, nurture and convert your target audience.
Q: How Has Traditional Marketing evolved into Unified Marketing?
A: Business owners have utilized Traditional Marketing for quite some time, although, marketing has evolved and is continuously evolving – and when marketing evolves – the prospects sales cycle evolves and changes and so do algorithms for search engines like Google.
One of the primary reasons Traditional Marketing has evolved into Unified Marketing is because it was naturally forced too. For example, as search engine algorithms demanded genuine content that engages your target audience, it requires high authority content marketing; when search engine algorithms use social signals as a ranking indicator, you need an effective social media posting strategy that generates your audience and nurtures them. Looking for another example? A/B testing also plays a part in search engine optimization – if your bounce rate is high as a result of visitors leaving when visiting the first page, Google considers that the search result may be irrelevant.
Unified Marketing has naturally overtaken Traditional marketing in another aspect – the prospect sales cycle, which has changed significantly over the last several years due to marketing evolving. Gone are the days of cold calling and manual email follow-ups when Unified Marketing has introduced email marketing that adapts based on the user’s website visit history behavior and which inputs them in a certain stage of a sales funnel with emails targeted towards nurturing them based on their specific circumstance on why they may have not committed an action yet.
Q: What types of businesses can implement a Unified Marketing Strategy?
A: Whether you’re a small business, eCommerce & Amazon store or Medium-Enterprise a Unified Marketing Strategy – when it comes to creating and executing a Unified Marketing Strategy – the differences are significant due to the fact that each business segment not only have a different type of customer profile, but also market and end goal.
Small Business (Local Market): For small businesses that focus on a local market within a 50-mile radius or multiple local markets, the Unified Marketing Strategy would primarily focus on building product and service value with key differentiators – even in a saturated market – while allowing every marketing element to infuse the local market to generate walk-ins, phone calls or inquires. On average, we see small businesses take the upmost advantage with a Unified Marketing Strategy due to the market being small with the amount of execution that is going into it, followed by competitors not utilizing a Unified Marketing Strategy.
eCommerce & Amazon: For eCommerce & Amazon stores – the focus of a Unified Marketing Strategy is to build a sustainable marketing platform which does not rely on third parties, such as Amazon which entails price wars, followed by reducing costs and increasing ROI by eliminating paid advertising with high cost per click margins that don’t incite repeat purchases. It allows eCommerce & Amazon store to use the same marketing technology that is utilized by Amazon to promote hundreds of thousands of sellers every day, although, under their own brand.
Medium & Enterprise: For Medium & Enterprise businesses – the focus of a Unified Marketing Strategy is to expand into different markets and niche-oriented audiences, followed by generating and converting large audiences.
Q: Do different geographic markets affect the execution of Unified Marketing?
A: While the execution of a Unified Marketing strategy is the same for all geographic markets due to digital marketing being globalized and following the same systematic approach regardless of geographic markets – what is important is that the team that is creating the elements behind the Unified Marketing strategy is cultivating and personalizing all materials within for the specific audience that it’s geared for. In example, an audience in the UK has different behavioral traits than an audience in the US would.
One of the approaches Herolocity takes is by segmenting it’s marketing team into groups based on industry experience and experience in different markets.
Q: What are the price differentiators between Unified Marketing and Traditional Marketing?
A: While price is always important for any start-up or small business – what has to be considered with a Unified Marketing Strategy over traditional marketing, paid marketing or any other marketing initiative is what outcome it brings for the brand and the CAC (Customer Acquisition Costs) versus other solutions.
While the cost may vary – it is determined by the amount of resources that are created as a part of the Unified Marketing Strategy and the experience behind the team that is execution the marketing strategy, which both have a large impact for the outcome.
There are no fixed costs and every Unified Marketing Strategy will vary on price based on the type of business, it’s market, products and services and other factors due to the fact that the amount of resources that are created are on a case by case basis and a pre-fixed number cannot be performed without preforming the proper research and creating the Unified Marketing Strategy.
Q: How does Herolocity create and execute a Unified Marketing Strategy?
A: Herolocity takes an approach in sharing an overview of Website365, which is our unified marketing solution for an introduction to Unified Marketing for the client; before the clients makes any decisions on whether to proceed – we prepare a marketing strategy report, which outlines and demonstrates how each and every marketing element will work in sync to attribute to their end goals with clear examples so that the client can have a full understanding of their entire Unified Marketing Strategy upfront, prior to making any commitments.
Upon the client’s approval, we enter the onboarding phase – and our definition of onboarding is a bit different only because we’re bringing it into the marketing process by allocating an entire month of creating all of materials for each and every marketing element to ensure that all of the marketing materials work in sync and to have the remainder of the term consist of pure execution.
Not only does this support the entire Unified Marketing approach, but it also avoids missed deadlines which can be common with other marketing companies and non-unified approaches.