SPECIAL PROMOTIONAL SECTION
A final element that every expert men-
tioned was the value of metrics. “Web traf-
fic, email open rates, phone inquiries and
other responses are all success indicators
that can lead to a conversion,” Wallrich
says. “A strategic agency partner is an
important resource here to building those
metrics into every tactic, as well as advis-
ing on what’s realistic to expect, given the
scale of your goal and marketing invest-
ment.”
The relationship you create with the
marketing firm you choose is an asset,
and Bouchard reminds us that if things go
wrong, finger-pointing is unproductive.
“We build metrics into everything we do,
so we know where you’re starting and see
what happens, modifying as we go and
working together.”
And that itself might just be the ultimate
value in finding a marketing firm to partner
with in your business. Creating a strategic
plan to reach your goals; understanding
the cost to reach new customers and
get repeat clients; working closely with
someone who knows marketing inside and
out; and regularly looking at your results
are solid habits to cultivate to make data-
driven, informed marketing decisions. n
Kelly Azevedo is the founder of She’s Got Sys-
tems. She works regularly with startups, online
businesses and a variety of other entrepre-
neurs. She’s managed programs varying from
private client coaching and small groups to
larger programs serving hundreds of clients si-
multaneously. Her work has appeared in print
or online in the New York Times, Forbes, Inc.,
US News, Mashable and The Huffington
Post. On Twitter @krazevedo.
Congratulations!
SACRAMENTO CREW'S 2019 WOMEN OF INFLUENCE AWARD WINNERS
Elaine Hartin of Newmark Knight Frank - Broker, Beth Mullen of CohnReznick - Finance, Dina Kimble of Royal
Electric Company - Contractor, Nancy Park of Best Best & Krieger - Law, Alison Geddes of Trainor Fairbrook and
Sacramento CREW 2019 President, Amy F. Lerseth - Buzz Oates Real Estate, Carol Little of Corporate Design
Group, Inc. - Architecture and Design, Chetta Sinclair of Cushman & Wakefield - Property Management
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