Marketing in 2016 and beyond is all about personalization. Businesses can’t just hit the general population over the head with a hammer anymore; rather, they’ve got to adapt to the segmentation of society and cater to different groups in different ways. One great way to isolate a segment of your audience and deliver direct messages to them is via newsletters. Yes, that antiquated 20th century notion still has traction today, as new software programs have made building electronic newsletters–and tracking their analytics–easier than ever. Visionworks Marketing Group produces a monthly e-newsletter that we call Market/share. We’re proud to show it off, and we’d love to add you to the recipient list if you aren’t already on it. Click to subscribe, or simply browse around. Thanks for visiting!


A newsletters (ahem) can be a valuable part of an organization’s overall marketing plan. It portrays confidence, competence and relevance. But few people jump to sign up for a newsletter; the specter of repetitive contacts doesn’t build excitement. To really spur engagement, you need to lure them with something they value. You want their data. But that data isn’t free.

You can go about this a variety of ways. You could provide a white paper with “56 Industry Secrets” that can be instantly downloaded when the customer fills in their contact information. You could run a contest or giveaway that requires an email. You can tease “subscriber-only” benefits to encourage folks to sign up. Whichever direction you go, remember that the promise of a newsletter probably won’t whet many appetites. As with most relationships, you’re going to have to give before you get.


Does your mouth suddenly go dry at the thought of asking your clients and vendors for a—gasp!—referral? Perhaps you don’t want to be rejected after asking, or maybe you assume your connections already recommend you in their daily interactions. Truth is, no matter how highly your clients speak of you, a recommendation falls short of a solid referral. Plain and simple, you have to ask for referrals. And you have to be specific about what you’re asking for.

“Could you introduce me to a couple of people like yourself, with needs like yours, who could benefit from our services?” Chances are, you’ll need to ask more than once, as your clients and customers are constantly meeting and making connections with new folks. Again, use specifics when you ask. Which industries are you targeting? Or is there a particular business you are pursuing with whom your client has a connection? Make sure to get the name of a decision-maker. Ask them to make an email introduction or, better still, set an in-person meeting for you. People, for the most part, are hard-wired to want to help. If they believe in you and your work, they’ll likely vouch for you.

Once you get a referral from someone, make sure to thank them appropriately, and reciprocate the gesture when possible. This customer has put their name on the line to endorse and refer you, so show your appreciation.

If you want to grow your business, put a plan into place to ask every customer for referrals.

Some things in life don’t have extended expiration dates. Fresh raspberries. Taylor Swift’s romantic relationships. Websites. Yes, unfortunately, the biggest window into your business must be updated regularly and ultimately replaced every few years. It’s true—what looked great and inspired customer engagement five years ago looks archaic now. Haven’t we all seen some terribly dated websites? Be honest—they affect how we feel about the company in question.

How fresh is your website?

It’s not easy, or cheap, to build a quality website. Sitemaps, content, search-engine optimization and other factors all determine how well your site functions. If you don’t have rich, frequently updated content to lure readers to revisit your website, you will likely lose that consumer (and her wallet) to a company who does. Having a visually pleasant website is important; just as crucial is having the content to keep the customers coming back.

Visionworks Marketing Group builds and maintains the websites of several clients and has a proven track record of improving digital engagement. Enlist a trusted partner to build a fantastic website and keep it running smoothly. You’ve got enough on your plate as a business owner. Contact Top Dog Lili Vianello today to find out what’s possible with Visionworks.

Chances are, you’ve used a search engine before. Whether looking for a new pizza joint to try out or researching the best carpet installer in town, most people understand the concept of an internet search via Google, Bing, etc. But what goes on behind the scenes to make a list of websites appear on your screen in a matter of moments? The answer lies in SEO.

SEO = Search Engine Optimization

Simply put, SEO makes your website easy for search-engine robots to understand and users to find. Search engines have become increasingly sophisticated. SEO helps the engines figure out what each page is about and how it may be useful for users who are conducting a search.

If your SEO isn’t good or current and your company is listed deep in the search results, the user might not ever get to you. Worse, a website can be completely invisible to search engines if you don’t have any SEO in place—which can be tricky if you don’t know where or how to start.

Visionworks Marketing Group is well-versed in SEO and can improve your website’s functionality for less than you might think. Relax and let the professionals sweat the details. You’ve got more important tasks to tackle.

Contact Visionworker Melissa Boukezzoula today to learn more about how we can make sense of your SEO and get more eyes on your business.