• What Are Sticky Customer & Why Are They Great For Your Business

    It is one thing to have a customer, but it is quite another to have a return customer.  With the onset of e-commerce and online shops, the idea of “sticky” customers has taken hold of sales and marketing tactics.  A sticky customer is one that keeps returning time and time again to your store or website. So why is a sticky customer important?  Because in the volatile world of e-commerce and sales a regular customer can always be one step away from clicking to another website to complete his or her purchase.

    To build sticky customers, you need to have information, advertising, and features that keep customers coming back each time.  Because on the web there is no face to face interaction a customer’s experience is what drives and builds the relationship. Having buyers that remember your store, are engaged with your content, and are committed to seeking out additional products are people that will keep coming back.  Repeat business not only leads to more sales but can turn into referrals and bigger sales as time progresses.

    Research shows that a customer is most “sticky” when he or she first begins the sale process.  It is during this early period that you really have the chance to make or break your business. During this initial period, also known as the honeymoon phase, you have all the opportunity to make a lasting impression.  Some people refer to this time as an onboarding period. It is important to remember that during the onboarding period you must remain with you customer beyond the point of sale. This means that you must stay in contact with the buyer for any questions he or she may have or for any potential follow up after making the final sale.  It is here that you have the opportunity to build a lasting relationship with your customers. If you make a good first impression during this initial onboarding, you will be more likely to create sticky customers down the road.

    Having sticky customers can do wonders for your business.  By gaining repeat customers you are not only able to see your sales increase with each consecutive sale, but you will also enjoy the benefits of referrals from your customers’ good experiences.

    Sources:

    http://www.dmnews.com/digital-marketing/five-ways-to-build-sticky-customer-relationships/article/62586/

    http://researchaccess.com/2015/08/are-your-customer-relationships-sticky/

  • Social Media, Direct Mail, and Email Marketing – They All Go Together

    Your marketing plan shouldn’t consist of a bunch of unrelated campaigns that work at cross-purposes. Your campaigns should all cooperate to form a cohesive marketing funnel. You may think social media, direct mail, and email marketing all exist in different universes. However, they all go together, and here’s how.

    Social Media Can Raise Awareness and Increase Engagement

    Social media can offer your brand tremendous opportunities in the world of digital marketing. Even better, you can make use of social media with any budget. You can even start using social media marketing for free.

    Social media also gives your brand a humanizing element. Social media is all about interaction from person to person. Because of that, your brand will represent another “person” online.

    It allows you to engage and interact with people on a more personal level. This will increase awareness of your brand or marketing message, and can even gain you a local following. Many conversions come from simple social media activity.

    Email Marketing is Extremely Versatile

    It is true that social media has grown over the years, but just about everybody has an email address. The reach added to the highly mobile accessibility of email makes it ideal for marketing.

    •    Capture leads with email, and use email to retain them as well
    •    Send out newsletters and other content to those who opt in to receive them
    •    Personalize emails and gather analytics from your email campaigns

    Email marketing has existed for a while and will continue to represent a good way to market your brand far into the future.

    How Does Direct Mail Fit In with Digital Marketing?

    Some people believe digital marketing efforts can replace direct mail. The truth is, they all can and should work together.

    For example, your social media efforts can give you a clearer picture of your main demographic group. This can help you to design your printed materials to speak more to that demographic. Social media can also help you pinpoint the places where your most ardent supporters come from, allowing you to geo-target your direct mail campaigns effectively.

    You can tie your email campaign more directly to your direct mail efforts as the two can mirror and complement each other. One can raise awareness of the other, all the while giving a consistent message across both platforms.

    All those metrics you take from your social media campaigns can also go directly into tailoring your email campaigns. The point is, they can all work together. Both your digital and print campaigns can transform one another until they’re all working for you at peak efficiency.

    http://www.radicati.com/​wp/wp-content/uploads/2017/01/Email-Statistics-Report-2017-2021-Executive-Summary.pdf

  • Creating Effective Copy for Direct Mail

    Direct mail is key to a robust marketing program, and is essential to keep your customers engaged and coming back to you. Creating dynamic content is necessary for a strong online presence, and finding your company’s voice will help to establish your brand identity with prospective and ongoing customers. In order to create good content it is key to cover topics that interest your customer base, explain how you can fill their needs, and why you are better than your competitors. When creating the copy for direct mail campaigns, be sure to focus on the following to make the content effective:

    • speak to your clients’ needs and aspirations. Briefly explain how your product or service can fill a gap for them and improve their bottom line,
    • give real world examples of business cases along with actionable steps for them to take to increase their market share,
    • ensure that all of your direct mail and printed pieces share a philosophy that weaves your mission statement into the content and also adheres to your brand’s identity,
    • do not overlook proper spelling and grammar, and adhere to usage rules such as tense and verb agreement, and
    • present your company as a stand-out in the industry, let your clients know why working with you is their best option.

    Direct mail is an important part of a comprehensive marketing strategy, and when performed well can create many business opportunities. Creative content tells your brand’s story, and informs the reader about the advantages of a partnership with you. Well written, informative, and engaging direct mail content will keep you top of mind, and establish your firm as a thought leader, and a trusted resource. Find a distinct voice, be clear and concise, and guide them to a strong working relationship.

  • Lead Generation for Your Direct Mail Campaigns

    Direct mail can prove a useful tool for lead generation and attracting new customers. Targeted mailings that pre-qualify the recipient give you an edge in reaching potential customers that can benefit from your product or service.

    What Can You do for Me?

    When generating new sales from direct mail outreach, you have to let the target know why they need you. How can you help ease their points of pain, increase their profits, and add benefit to their overall experience? What do you have that will help to make their day to day more efficient, productive, and profitable? Keep this information short, sweet and to the point.

    Benefits of Your Product over the Competition

    After you have let them know that you can fulfill a need for them, tell why you are better than the competition. Highlight areas such as affordability, strong and engaged customer service, and quality of the product. Sell your company, and be sure to add some quantifiable statistics to enable them to see how you stack up against the rest of the market.

    Call to Action

    Provide a call to action with an immediate timeframe that will spur them to want to know more. By utilizing market research, you can tailor your pitch to each potential customer niche. This is where you show that you know their needs and that you are the company to successfully address them. Giveaways, invitations to lunch and learns, limited time offers on your service packages, and similar campaigns are all ways to get your prospects in the door.

    Direct mail is a key component of successful marketing campaigns and is an effective when done properly. Market research analysis will allow you to speak to their needs, present your solutions and pitch your product.

  • 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.