• Use Your Data to Maximize Your Direct Marketing

    Companies are always trying to find ways to make the most out of their direct marketing campaigns. There are ways that you can use your data to maximize the area of direct marketing, and we will be discussing several of them in this article.

    Gender of Targeted Customer

    It is very possible that you already have swaths of information relating to the people to whom you would like send your direct marketing. You can collect analytics from your facebook page, website, and from your email list. You can then use that information to specifically target your chosen demographic. The most obvious piece of data you will want to use is gender. Whether you are selling farm equipment or fashion accessories, you will want to figure out whether your target customer is male, female, or both. You can tuck an incentive within your marketing for customers to go to a website or to type in a code online, and this will enable you to glean even more information about who is interested in your brand.

    Your Clients’ Age

    Your approach will have to be tailored to the age range you are attempting to appeal to. If your look is too mature, those who are young will be disinterested, and if it is too juvenile, you will lose those who are older. A thoughtful approach will take into account the values and the struggles of your chosen demographic without trivializing them.

    Income Level

    Knowing the income level of your target consumer is a must. Your ads and your brand will want to appeal to the desires of the group you are marketing to, and it must do so in such a way that buying from your company will help the customer, in some small way, to realize his or her hopes and dreams.

  • You Could Be Wasting A Lot of Your Marketing Budget. Here’s Why!

    As a business owner, you need to make your marketing budget count. When used efficiently, this money can help you draw in new customers and make more money. However, when used improperly, you may simply be throwing money out the window. Here are a few reasons why you may be wasting your marketing budget without even realizing it.

    Your Marketing Materials Are Not Impactful

    When you are creating a marketing campaign, you need to ensure everything is impactful. If your flyers are bland, your signs are boring, your social media posts don’t stand out and your emails get lost in the shuffle, customers are not going to notice you. You need eye-catching materials that customers will want to stop and pay attention to. If your materials are not impactful, your marketing campaign won’t be either.

    You Are Using Over-Saturated Marketing Methods

    Another reason why you may be wasting your marketing budget is because you are using methods that are over-saturated in your market. For example, blowing inflatables can be eye-catching and cause people to pay attention to the store they are displayed outside of. But if every store on the block has one, people won’t be so interested. If the methods you are using are over-saturated or mimic methods for similar businesses in the area, you need to do something to stand out or you may be wasting your marketing budget.

    Your Marketing Methods Are Targeting the Wrong People

    The last reason you are wasting your marketing budget is you are using methods that target the wrong people. You need to know the demographic of your customer and which marketing techniques appeal to that group. Teens love phone ads and social media campaigns. But if your business targets the elderly, you may see little result from a social media campaign, as the elderly don’t tend to frequent those sites. Always make sure you are targeting your demographical group with your marketing campaign.

    If you feel like you are throwing money away on a marketing campaign, meet with a professional marketing agency. They can help you put together a campaign that helps you maximize your marketing budget.

  • Creative Print Marketing Collateral for Sales

    In today’s world, it is important to make sure that your marketing techniques are designed in such a way that they will stand out from the crowd. Today’s marketplace has grown crowded with voices shouting on social media, and print marketing is a method of getting your message in front of your customer. Its role cannot be underestimated.

    The Role of Brochures

    Brochures can be left with prospective clients and can contain a range of information. You can get creative with the design and with the sales techniques used with this option. In addition, it is possible to include charts, graphs, and other information that will demonstrative the role your enterprise holds in your particular field or industry. Your brochures can also be folded in a variety of ways and can be sent through the mail, given away at trade shows, or displayed in an area in the office where customers are likely to pick them up

    Business Cards

    Another integral type of print marketing collateral are business cards you can give to a prospective client, and there is more than way to do this. The shapes and sizes can vary, and you can even create cards with a circular design. The cards can be printed to reflect your business. For example, the business card holder has been created to double as a seed packet for a garden business, has been made of stretchy material to reflect an exercise business, and has even been fitted with technology that plays music.

    The Role of Branding

    It is crucial before getting started to remember that the role your creative print marketing collateral will play is, ultimately, to represent you and your brand. Be sure you are thoughtful in your concepts and in your initial branding designs so that your printed media will have its best possible effect.

  • Constant Communication is Key to the Sales Cycle

    Everyone in sales knows that the sales cycle consists of various phases.  These phases include making the initial contact, identifying the customer needs, giving your presentation along with the offer, handling any objections, closing the sale and, asking for referrals.  After that, the process begins all over again with prospecting for another client.

    A Common Thread

    No matter what phase of the sales cycle you might be in, all of them have one thing in common.  That is the need to maintain constant communication with your prospective customer. From the time you make your first contact, your top priority should be getting to know your client.  That can only be done by maintaining a continual flow of back and forth conversation.

    What Could Happen Without Communication?

    The Sales Cycle is difficult enough and you don’t want to be caught off guard with any surprises.  Some things that could derail your sale are:

    • Your prospect undergoes a change in leadership
    • There is a change in their financial situation
    • New needs have come into play

    By keeping the communication channels open, you are less likely to get an unwelcome wakeup call.  You may also be able to identify other solutions for that client creating even more opportunity for you and your company.

    And Keep Communicating!

    Once the sale is made, it should go without saying that you need to keep in touch.  Sometimes your busy schedule may prevent you from sending the occasional email to your new customer, but it is critical that you maintain that constant communication.   By doing so, you keep the channels open. When your company comes up with a new product or service, it is far easier to reach out to a client that you’ve kept in touch with.   Constant communication is critical to both new sales and repeat sales, so keep those dialogues going!

  • Are you participating in Target Marketing Correctly?

    Choosing the right target market is crucial if you want to effectively market your product or service. That’s basic “marketing 101.” Yet many small business owners wonder whether they are participating in target marketing correctly.

    Identifying your ideal customer is essential whether you are preparing a direct mail campaign or advertising online. Marketers that use an inbound attraction marketing campaign start by defining their ideal “buyer persona.” As the field of marketing advances, these “target markets” are becoming more and more specific. The goal of modern direct marketing is to speak to your customer directly.

    The first step in identifying your target market is to look at some of your best customers. Your product meets their needs, so it would satisfy others with similar needs. As you reflect on this, compile the following information about your existing customers:

    • Gender, age range, and geographic location
    • Education level
    • Income range and profession
    • Needs, challenges, problems they need to solve
    • Dreams and aspirations
    • Fears and worries
    • Hobbies, favorite entertainment, and lifestyle choices
    • How your product fits into their life or business life

    For a new business, consider the problem your product solves and who will have this problem. Consider the same list of topics as you develop your “ideal buyer persona.”

    The best buyer persona or target market is backed up by research. If possible, commission surveys or a market research study to fine tune your target demographics. The better the information and more specific the better. Be sure to evaluate your target markets as you gain more information and insight about your customer’s needs.

    Your target market should inform every aspect of your marketing plan. You want to choose advertising opportunities that reach these people. Every decision from the graphic design to the specific word choice suits your ideal customer. Investing a little from the start will ensure a more successful campaign.

  • How to Benefit From Personalized Marketing Campaigns

    Personalized marketing allows you to communicate, virtually one-on-one, with leads, clients, customers, and others. This approach to marketing comes with many benefits, especially as you refine the process to make it more efficient. Here’s how you can benefit from personalized marketing campaigns.

    Use Personalized Marketing to Know Your Client Base More Intimately

    Who buys your product or purchases your service? Odds are there are some very specific types of people that represent your core user-base. This is your ideal target.

    Personalized marketing campaigns help you to find and target those individuals. That alone offers you a tremendous amount of benefits that you can use going forward.

    Personalized Marketing Allows You to Evolve Your Marketing Message and Methods

    As you learn more about your core clients, you can craft marketing messages that speak directly to them. This will help you retain those clients, turn them into repeat business, and attract others like them.

    That evolution of your message can flow through every channel, from your website design, to your email campaigns. You will create a consistent experience, which will give your business a more appealing and professional polish. That will help you attract others outside of your targets.

    Turn Personalized Marketing into Increased Brand Loyalty and Engagement

    You’ve found your ideal target, and they appreciate your efforts to speak to them on a more personal effort. That directly turns into brand loyalty. In turn, your customers will find themselves more willing to provide information that will improve your analytics and targeting. They will continue to stay loyal to your product or service.

    In effect, your marketing efforts will create people who will willingly go on to market for you as well. They will talk about your product or service, post links on social media, and generally become your brand ambassadors, free of charge.

  • What is Inbound Marketing and How Can You Benefit from It?

    To help define inbound marketing, let’s first start with the opposite, which is outbound marketing. Think of outbound marketing as the traditional type of marketing where your products and services are getting pushed on potential customers. Some examples of this include direct mail, television commercials, e-mail marketing campaigns, and pay-per-click (PPC) advertising. All these methods are a means to go out and find your customers. Inbound marketing, on the other hand, involves helping your customers find you.

    Inbound Marketing Explained

    If inbound marketing is all about helping your customers find you, one question you might be asking yourself is, “How is that even possible?” While it might not seem as easy as outbound marketing, inbound marketing is one of the most powerful marketing methods for doing business online. So while it may not be a simple thing to do, it is certainly worth your time and energy when done right.

    The steps for inbound marketing might look something like this:

    1.     Attract strangers to your website by using a blog, keywords, and quality content
    2.     Convert your visitors to leads with a call to action (CTA) or by having them fill out a form
    3.     Turn your leads into regular customers with customer relationship management (CRM) practices and contacting them through e-mail
    4.     Let your customers promote your website with smart content and sharing on social media

    One of the best ways to help your customers find you is to pull them in a direction that they are naturally willing to go. This involves catering to your potential customer’s interests and instead of being interruptive, which is what outbound marketing does, you ask for their permission instead.

    How You Can Benefit From Inbound Marketing

    Inbound marketing is considered a friendlier way to do business. Besides that, you are doing most, if not all, of your marketing online, which means there are an infinite amount of potential customers out there.

    When it comes to inbound marketing, here are some ways it can benefit you and your business:

    •       Even if your brand is small, it can gain worldwide visibility
    •       It is a cost-effective way of marketing
    •       With 8 in 10 Americans shopping online, it’s an excellent way to get immediate sales

    When done correctly, inbound marketing is a great way to establish your brand and find your long-term customers.

  • Why You Should Be Repurposing Your Content

    The art of creating and writing new and interesting content is not easy. In many cases, you desire to come up with unique work. But there reaches a certain point when your once unique but still relevant content does not have any traffic, and the situation requires you to reuse it. Just think of that particularly excellent piece of content which was once very popular, but has now become forgotten. By changing the format or target audience, you can revitalize this old piece into something new and, once again, shareable.

    Importance of repurposing

    As creating whole new content can take up much valued time, repurposing some oldie but goodie is an excellent way to save energy that could be focused on an entirely different task. Changing your past content by adding new features such as visuals and video is a simple, but effective, way of revitalizing this old work and will take you much less time than coming up with entirely new ideas.

    You can also change your content into an entirely new format if you have a bit more time to spare. What was once a blog can soon be an infographic and what was first an infographic can just as easily turn into an informative video. This easily solves the problems you may find when you find yourself running low on ideas. Take an old topic and do something entirely new with it!

    As everyone needs a little reminder every once in a while, repurposing your content helps in reinforcing an old message. If you wrote a piece on a topic two years ago and are looking to reuse it now, this will service as a great reminder that this information is out there at your customer’s disposal.

    Despite what some may think, repurposing and reusing past content does not necessarily mean that it will end up in being seen by only the same people as before. By changing just a few key things, you can ensure that not only are people reminded of the content and information, but you have the potential to reach an entirely new audience.

  • Mobile Marketing and Direct Mail – A Match Made in Heaven

    Marketing is more personal than ever. You can’t send a salesperson to talk with every potential customer. With mobile technology and direct mail, you speak to them directly. This is why mobile marketing and direct mail are a match made in heaven.

    Customers spend more time on their smartphones than ever before. Around 40% of all internet activity originates from a smartphone according to Nielsen. Mobile use is so prevalent that Google announced plans to roll out mobile-first search listings. Consumers report that they search for businesses when they feel a need for a product or service.

    The growing power of mobile is well known. Yet many overlook direct mail. In the digital age, a well-designed direct mailing may win your customer’s attention. It slips past all the distractions online and reaches your customers where they live and work.

    On the surface, direct mail may seem old-fashioned compared to modern mobile marketing. Direct mail and mobile marketing have much in common:

    Both are individual and personalized. Savvy marketers send targeted messages to prospects.

    They both reach customers at home. Your material is at your customer’s fingertips at the moment they make a purchasing decision.

    Both are cost-effective compared to mass media promotion like advertising and media campaigns.

    Direct mail is most effective when paired with your mobile marketing plan. Your mailing may include special offers and QR codes to inspire customers to connect with you. They may be more likely to use your code to send a text or follow a link than to make a telephone call. If your offer is attractive, customers may even visit your business to claim the offer. Best of all, your direct mail may slip right past all the competing marketing noise online. This combination is a marketing match made in heaven!

  • 4 Tips for Sales-Leads Follow Ups

    When it comes to the worlds of sales and marketing, there are always items that we can look at to improve our effectiveness.

    In marketing, it may be that we want to increase brand awareness and acquire more leads. Or, it could be that we want to do a better job of attracting leads that are more qualified before they are handed off to the sales team.

    But when it comes to Sales, one of our goals, that should always be high on our priority list, has to do with our follow-up process.

    Here are four tips to help increase the effectiveness of your lead follow-up process:

    Do your research: If we want a sales call to go smoothly and turn into a success, we must take the time to learn what we can about each lead before we call them. We don’t need to go overboard — but in today’s world, we can quickly find out key details about most of the people that we may be interacting with. We should look at the data on social networks and in our contact history records. That data can help us to deliver a relevant and compelling message to each lead.

    Be ready to get to the point: Are people busier than ever before? While I don’t know the answer to that, I do know that this is true: people have more communication and technology options at their fingertips than ever before! Thus, we must ensure that we can deliver our key message to people in a short period of time. Sales reps should have a catchy “elevator pitch” ready so they can quickly start the follow-up conversation and get it moving down the right path.

    Recognize the difference between pushing and being too pushy: While sales does rely on doing what it takes to close deals, it is important not to come off as too aggressive or rude. Nowadays, people are quite apt to air their grievances or complaints about a company on their social networking profiles. If you are outsourcing your sales follow-up needs, or perhaps using someone with limited experience, help them to understand the consequences of their actions during the follow-up process. However, we must strike a balance. We need revenue to survive — and that doesn’t happen simply because we’re nice.  We need to find ways to ensure that our prospects understand the importance of looking at our products and/or services.

    Be happy and passionate: People like interacting with someone that enjoys what they do. They also will be more willing to listen if they think you truly believe in the product or service that you are selling. The tone and content in our follow-up efforts can certainly leave a big impression on other people when they think about our brand.

    These are just a few tips to help improve the sales lead follow-up process.

    I hope that you find them helpful!