Archive for September, 2013

Why Should Direct Mail Campaigns be a Part of Your Marketing Plan?

Marketing your business does not necessarily mean focusing on online tools or mobile strategies. Although direct mail might seem old-fashioned, it is an effective way to reach your target audience. The benefits of direct mail campaigns make it worth considering when you are looking for ways to reach out and attract new customers to your business.

Limiting the Location

A key reason that direct mail campaigns are a useful way to reach your target audience is the limitation on the area. Local businesses can reach potential customers in the specific location rather than wasting advertisements on individuals who are not likely to visit the store. It limits the location so that only the target group is receiving the advertisement.

Reaching the Right Demographic

Not every individual is able to access the Internet or has an interest in using online tools. That is particularly true of older men and women, who may or may not enjoy using the Internet. Reaching a specific demographic is a key reason to consider using direct mail marketing. It ensures that the advertisement reaches the appropriate demographic audience.

Likelihood of Looking at the Ad

It is easy to ignore banners and advertisements online. Individuals simply do not look at them. Individuals are less likely to overlook direct mail because it is found in their mail box. Even if the products or services are not necessary at the time an individual sees the ad, they are still likely to look at it and remember it when they do need that product or service.

Direct mail campaigns may seem old-fashioned at first glance, but ultimately it can help you reach your target audience. By sending the advertisement through the mail, your target audience is more likely to look at and notice your advertisement.

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How Print, Mobile, and Marketing All Tie Together

Combining different marketing strategies to create a single campaign may seem complicated, but it is growing in popularity. Print marketing, which is a traditional form of reaching a target audience, is starting to combine with mobile strategies to create an alternative method of attracting potential customers.

Using Mobile Technology

Mobile marketing is not limited to just advertisements on mobile devices and applications. It is also possible to combine mobile marketing with print marketing by creating applications that allow smartphone and tablet users to take pictures of barcodes or print advertisements for additional features. By using applications in an interesting way, it is possible to get younger audiences involved in the marketing strategy.

Adding Print Advertising

Print advertising takes many forms, such as fliers in the mail, coupons and billboards. Depending on the specific type of ad, the impact on an individual will vary. For example, a billboard might only be seen by a local audience while a newsletter sent in to a mailbox would reach a wider group of potential customers.

Adding print advertising to the marketing campaign can provide the opportunity to reach a specific demographic while the application on the mobile device helps appeal to younger generations or smartphone users.

Tying it Together

Tying all of the marketing strategies into a single campaign is a useful way to reach your target audience and incorporate a wide variety of marketing solutions. It is not necessary to use only old-fashioned or modern marketing techniques when you can combine both solutions into a single marketing strategy.

Marketing is a method of getting your name and reputation out to the public. Tying it all together with mobile applications that give special videos or features to those who also receive print ads can develop a greater amount of interest among potential customers.

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Connections Between the Printing and Mailing Industries

Printing and mailing often go hand in hand. Why? When you print something, think about what you are going to do with it. If it is some kind of marketing campaign, it needs to be distributed – and this usually means mailing it.

The printing industry often supports the mailing industry. While many people have gone to electronic statements for their credit cards and receive a lot of other things electronically, businesses are still able to market inside of a person’s physical mailbox. They will work with a printing company and then seek a company that offers mailing services to get it all done.

When you can find a company that works within the printing and mailing industries, you get the best of both worlds.

It can be extremely easy to create a direct mail campaign when your print company will do all of the work for you. Think about all of it – designing a flyer, printing a flyer, and distributing the flyer – all provided by one company so you can save time as well as money.

The mailing industry is much more than simply helping things get mailed to different locations. The mailing industry is also responsible for managing mailing lists. If you want to print something and have it distributed, you will want access to a mailing list so that your marketing campaign gets into the hands of people who actually care about the product or service that you are trying to promote.

It works to your advantage for the printing and mailing industries to have a very strong connection. When the print industry partners with the mailing industry, you benefit because they are able to offer you better services.

Direct mail is the outcome of the relationship – and you can market your business effectively because people still like seeing things in their mailbox.

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4 Tips for Producing Effective Website Copy

Most businesses realize how important having a website and blog are to generating interest in their product and attracting new customers. They end up wasting a lot of time, effort and money producing a professionally designed site with lots of bells and whistles, but poorly written content. Here are some tips on how to product effective website copy:

1. Write customer focused content.

Many businesses make the fatal mistake of focusing all of their content on themselves. The language and wording they use reflects that. They talk about “us, we, ours, we can, we will”, instead of focusing on their readers. Don’t make that mistake. Write your web copy to appeal to your customer by using the words “you, yours, your, you can, you may” instead.

2. Write for your human readers first and search engines second.

While every business is probably now aware of the importance of search engine optimization for their visibility, it is best to write your content first and optimize afterward. It is difficult to write good content when your focus is all about the SEO. Yet, businesses continually try to do this. Spend your time and energy wisely by creating valuable content that will benefit your readers, and then add some mild optimization later. SEO is absolutely no replacement for valuable information.

3. Create content that speaks to your specific audience

If your audience is young executives, write your dialogue for that audience. If your main customers are seniors, make sure it will read well for grandparents. Make sure your content relates to your specific audience so that they will relate to you. Make sure your content, language and tone matches your target readers.

4. Don’t forget a call to action

Identify what you want your visitor to do when they have finished reading your content. Clearly lay out these options on each page, leaving nothing to chance or guesswork. Describe each desired action you want them to take, and explain how to accomplish it. Don’t assume your reader will be able to guess, or that your copy is so compelling that they will act on their own.

One thing businesses often lose sight of is that no matter how attractive their site is, nobody will stay on it long enough for it to be an effective marketing tool if it doesn’t have effective website copy to hold their interest.

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5 Quick Dos and Don’ts of Email Marketing

Email marketing may help you reach your target audience or stay in touch with past customers, but it can also create problems if you do not use caution when you are creating a marketing campaign. Fortunately, understanding what is appropriate and what is not will help.

Do Not Send Messages Several Times Per Day

Never send email ads more than once in a day. Ideally, limit the ads to two or three times per week. Sending several emails will result in being considered a spammer rather than a legitimate company.

Do Create Content that is Easy on the Eyes

Reading online is hard on the eyes due to the glare from a computer. Make your ads easier to read by offering a large amount of empty space. For example, create bullet points and keep your paragraphs very short. Make it easy to scan the advertisement.

Do Make the Headline Compelling

Focus on a catchy subject or headline that will make your customers interested in looking further. For example, if you are having a sale, then advertise the possible savings in the subject line.

Do Not Make Major Changes

After you select colors and the basic design of your brand, do not change it. Consistency is a key part of reaching your target audience because it shows that you are a company rather than a scam artist. Consistency can make customers more likely to look at your emails.

Do Allow Customers to Opt-Out of Emails

Although it might seem counter-productive, give customers the chance to tell you that they do not want emails. Offering the opt-out option will allow them to decide if they want to look further.

Email marketing can help improve the growth of your business, but you need to follow a few rules to make it more effective. By learning the dos and don’ts of the marketing strategy, you will see a greater level of success in the future.

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3 Ways to Produce an Effective Email Marketing Campaign

Email marketing is an effective way to reach your potential customers, but only if they actually look at the email. The key to creating an effective email marketing campaign is focusing on producing email newsletters, advertisements and announcements that your potential customers are willing to look at when they are already busy.

Create a Marketing Plan

Set a specific direction for your marketing campaign and work on creating email messages that follow that idea. Organize each ad so that it is consistent with the previous ads. Nothing is more irritating than a marketing strategy that has no obvious direction and constantly seems to contradict itself. Create a focus point, even if it is just that you sell great products.

Make the Message Easy to Scan

Email marketing is not the same as a video ad or a newsletter you sent in the mail. Focus on concise messages that are easy to scan. When men and women read online, they do not usually read word-for-word until after a quick scan shows what the email is about. Use bullet points and break up the text with short paragraphs.

Limit the Emails

Send one email every few days rather than sending an email message every day. By staggering the emails and sending them less often, the email is less likely to end up in the spam folder. Nobody likes to have an inbox with so many email ads they can’t possibly follow the message. Limit the messages with one or two ads in a week and a newsletter once every two weeks or one month.

Email marketing is not as complicated as it might seem, but it does have a few key rules that make it effective. By focusing on your main point, creating messages that are easy to scan and respecting your customer’s space, you are more likely to see an increase in sales.

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What is SEO and How Can it Boost Your Business?

SEO stands for search engine optimization. It is the means by which a company can improve its Google rank so that potential customers who do a search related to what the company has to offer will see the company website listed in the first page of Google’s search engine results.

Optimizing a site for Google is well worth the time and effort for two reasons. One reason is the simple fact that an optimized site will get a lot more traffic than a site that has not been optimized. The Search Engine Journal notes that 75% off all internet users never go past the first page of search engine results. What is more, up to 80% of all internet users do not pay any attention to Google advertisements at the top of any given search engine query.

Another reason why search engine optimization is so important is that it helps a company get in touch with people who are serious about purchasing company products and services. In fact, a top quality SEO job will ensure that a company ranks highly for keywords that are typed in by serious customers, not just those who want to find out more about a particular subject.

More and more people are turning to the internet to finds good and services that they need. A site that has been properly optimized will get not only a lot of traffic but also make a lot of sales. This is why it is important for every single business to either hire someone who knows how to properly optimize a site for search engines or work with an SEO agency that can keep a site optimized on an ongoing basis.

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Your Business Blog and the Fine Art of Posting Frequency

There’s a thin and very high wire the business blogger must traverse. At one end awaits the mighty search engine whose attention you must capture as often as possible. At the other end, your busy readers are pacing. They want to read your content, glean an epiphany or two and still have time to get to the post office before it closes. One slip of the keyboard can send you tumbling endlessly into a blogosphere devoid of both. How does the business blogger find the happy balance between blog consistency and post overload?

The accepted norm for business blog posts hovers between one and three posts per week — enough to pique the interests of the major search engines without alienating your readership. There are two main points to keep in mind:

Don’t Bury Your Subscribers

No one wants to wake up to a mailbox full of company posts. Even if you have top writers creating content that’s lively and packed full of juicy business pointers — if you inundate your readers with 50 posts over a two-week period, there’s a high probability that you can kiss the majority of your subscribers goodbye.

You’ll gain the attention of major search engines with every post, but remember to balance this against the loss of 200 loyal readers.

Stick to a Schedule

Darren Rowse at Problogger has done significant research on the effectiveness of business blogging. He recommends bloggers, “Find your blogging rhythm and stick to it.” Often bloggers start out all fiery and inspired, pounding out two posts a day, only to lapse into silence a month down the road after they’ve exhausted their vocabulary and keyboarding skills.

Nothing disappoints your readership more than your disappearance from the planet after weeks of posting engaging content. Don’t let this happen to you.


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