Brentwood is a town in Los Angeles County, California, United States. As of 2010, the population was 123,500, making it the 7th largest municipality in the county. The town has a distinct western atmosphere with a unique blend of old and new.
Brentwood is part of what is known as the Greater Los Angeles Area and is easily accessible by car or train from all over Southern California. The area is known for its warm weather and beautiful views of the ocean, which provides an unlimited outdoor opportunity for residents. With its small-town feel and large-city amenities, Brentwood has something for everyone.
Brentwood As A Mecca For Marketing
Since its founding in 1905, Brentwood has been a hub for entrepreneurs and an incubator for new ideas. It was the hometown of technology entrepreneurs, such as Bill Hewlett and Dave Packard, and is currently the place to be for marketers looking to make their mark.
The town’s Main Street is lined with restaurants, bars, and galleries, providing a vibrant nightlife that draws locals and tourists alike. The Los Angeles County Museum of Art, the California Museum of Photography, and the Japanese American Museum are all located there. The streets are filled with people walking, driving, or riding bikes – a sight that is uncommon in so-called small towns.
Another draw to Brentwood is the large number of celebrities that reside there. The most famous residents include Barbra Streisand, Tom Hanks, and Michael Douglas. Hollywood is less than 30 minutes away by car, and the star power of its residents provides an endless supply of celebrity marketing opportunities for local businesses.
The Basics Of Marketing In Brentwood
If you’re reading this, I assume you’re either a) a business owner or operator in Brentwood or b) a marketer looking to open a business there.
If you’re considering an investment in real estate or if you have a business that’s interested in expanding into the town, you need to understand the basics of marketing in Brentwood. Keep reading for some helpful tips on how to position your business for maximum effectiveness.
You’ll need to determine what marketing mix will work best for your business. Some ideas to think about are:
- Focus on one or two areas of marketing such as SEO (search engine optimization), PPC (pay per click), or Content Marketing.
- Or do a combination of these.
- Decide how you’ll measure the success of your marketing efforts.
Deciding which area of marketing to focus on is easier said than done. You’ll need to think about your target audience, the strength of your brand, and what makes your product or service special. You can also use this guide to help you decide what type of content to produce for your various marketing channels.
Plan Your Budget
No one likes to spend a lot of money on marketing, but you’ll need to if you want to be effective. You can’t afford to just throw money at a problem without a plan in place to measure the results of your marketing efforts.
Creating a budget allows you to set a limit on how much you’re willing to spend on marketing without risking wasted money. You should also set a goal for how much you’re willing to spend annually on marketing, so you have something to measure your progress toward.
Your budget should include money for:
- Content creators (writers, journalists, videographers, etc.).
- Online advertising (PPC, display, direct mail, etc.).
- Event marketing (trade shows, conferences, etc.).
- Offline marketing (billboards, banners, websites, etc.).
- Pay-per-click (SEO).
- Shopping malls (with or without a supermarket).
- Youtube marketing.
To determine how much you need to spend on each area of marketing, you’ll need to do some research into the following areas:
- Cost-per-acquisition (CPA): How much does it cost you to get a new customer?
- Customer Lifetime Value (CLV): How much do you estimate it will cost you to gain a new customer over time?
- Cost-per-click (CPC): How much does it cost you to bring a visitor to your website?
- Customer Journey Map: What is the path your customers take to make a purchase?
- Value Proposition: What makes your product or service special?
- Product Roadmap: What are your plans for the future development of your product or service?
- Unique Selling Proposition: How will you communicate the value of your product to potential customers?
- Brand Voice: Define your brand’s personality, philosophy, and approach to marketing.
- Marketing Strategy: Map out your overall approach to marketing (including digital marketing), such as SEO, social media, content creation, etc.
- Content Strategy: Map out your approach to content creation, distribution, and performance.
- Channels: List the platforms (i.e., websites, social media, mobile, etc.) that you’ll use to market your product or service.
- Goals and Metrics: Set a specific goal for your marketing efforts and decide how you’ll measure your success.
Once you have your budget in place, you can proceed to implement your plan.
Create Specific Goals
Setting and achieving specific goals is a great way to track your progress in marketing. It can be useful to set a goal to get 100 website views per day or to gain 10 new customers via social media.
The better your goals are, the better your chance of reaching your full potential as a marketer. Having specific goals also provides you with a clear idea of what to measure for your success.
Key Performance Indicators (KPIs)
The final step in the planing process is to set key performance indicators (KPIs) for your marketing efforts. These will be measurable results that you can use to determine how effective your plan was in bringing about the results you wanted.
Your KPIs should be tied to some kind of metric, preferably a numerical one. Some examples of KPIs are:
- New customers acquired via social media.
- Brand awareness amongst key demographic.
- Views on social media.
- Click-throughs on ads.
- Conversions (the amount of people who went on your website, made a purchase, or signed up for a mailing list).
- Inbound leads (the amount of leads that came in through marketing efforts).
- Page views on your website.
- Bounce rate (the amount of people who visit just one page of your website and then leave).
- Time on site (the amount of time people spend on your site before making a purchase).
- Prospects (people who have expressed interest in your product or service).
- Conversations (interactions between customers and your brand via social media).
- Orders (the amount of orders placed for your product or service).
- Ongoing engagement (measure the amount of posts, comments, and shares that your audience interacts with on social media).
- Cost per acquisition (CPA) – How much does it cost you to get a new customer?
The above is a short guide to getting started with marketing in Brentwood. There are numerous ways to market a business in this beautiful town, and with a little planning and research, you’ll be able to make the most of its opportunities.