Archive for April, 2016

Print Stands Out in this Digital World

Print stands out in a digital world because it is much more personal. Printed brochures, newsletters and fliers give you something to touch and to hold in your hands. Printed media arouses the senses. You can enjoy the musky aroma of fresh ink, the sound of flipping pages, and the visual attraction of colorful imagery.

A customer can thumb through a printed catalog. Friends can glue printed invitations into scrapbooks or add them to keepsake boxes. Potential clients can pin business cards to a bulletin board or save them for future reference. During meetings, a businessperson can take notes in the margins of a printed report. People can crumple letters and try to hit their trashcans from across the room. Sometimes digital media just isn’t as satisfying as its printed counterpart.

Print stands out in the marketing world, a world in which digital media can become overwhelming. Printed materials are certainly longer-lasting because they do not disappear with the click of a link. Smaller printed promotional items, such as ink pens, matchbook covers and notepads are a good value and always appreciated. Keeping logo and contact information in front of customers is very important, and these type of printed items work well to perform that function.

Printed calendars are also good marketing tools. Customers love to receive free calendars with helpful information. Reaching out to rural, farming communities? Add planting dates and moon phases to your calendars. If in the city, add favorite holidays and gift ideas.

Printed materials are the workhorses that can get the job done. Examples include brochures, stationery, promotional materials, price lists, fliers, newsletters, business cards, calendars, annual reports, invitations, signs, sales papers, newspapers and books. Digital has a big place in today’s world, but when you’re looking for the personal touch, choose print.

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Make an Impact at Your Next Trade Show

The time to think about and prepare for your next trade show is right after your last one. A debrief is more than a post mortem about how what went well and what needs to change. What you’re going to do about it is the foundation of your action plan for the next trade show. Before you hit the trade show floor, having your game plan, your players, and your props in order is important to make a serious impact on trade show attendees – potential prospects and customers.

Attracting Attention

Answering the questions of who, what, where, when, why, and how points you in the direction of your target audience. A trade show offers a limited amount of time to grab your prospect’s attention. Knowing who you want to attract helps you with the next step:

Choosing What to Share

When you’re working a trade show, it’s crucial that you know what to say, how to say it, and in what order to say it. Working on this ahead of time, with your target audience in mind, you can develop maximum verbal efficiency with minimal time. You’ll be able to deliver the information about your product or service that people need to receive in order to take things to the next level.

Showmanship

This is mostly about how to present your facts with flair and style. There’s a fine line between a smooth delivery and vulgar intrusiveness. What works best for you depends on a happy balance of you, your product, and your target audience.

In Conclusion

Participating in a trade show is about getting the word out about present and future products and services. Preparation beforehand increases the chances of connecting with those who want what you have to offer.

 

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Print’s Role in B2B Marketing

In your quest to expand your company, it’s important to put your best foot forward when marketing to other businesses to get them to buy from you or hire you. While having a good work ethic, competitive pricing, and superior product are all great strategies, you need to get your foot in the door first. In this digital age, print can have a big role in how you conduct your B2B marketing strategy, and in how successful it will be overall.

Location, Location, Location

Printed marketing materials are easy to distribute to a large room of business professionals. Simply make an appealing flyer, brochure, or other printed piece, then at any upcoming forum or conference you can hand out those pieces to prospective trade customers. Because everyone is there to share information and network anyways, print marketing can be seen as a much more positively received move than emailing the attendees at another time. As well, given the focus of the forum or conference those business professionals will be more likely to look at your work and read it thoroughly.

Feel

For many established business people, print materials still give a feeling that digital marketing lacks. The burst of color, the feel of the paper- it has a physical presence they identify with, and are more likely to look over your printed materials than a simple online message.

Comfort

The fact is many business professionals still read the newspaper and magazine. Communicating to them through the medium they have been familiar with their whole lives is a smart move, and will connect with them faster than a solely online focused marketing attempt.

Conclusion

Print isn’t close to being gone in B2B Marketing efforts. Use it wisely and you’ll see it still has much to offer

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Building Keywords to Add to Your Content

Search Engine Optimization, or SEO, is the practice of adding just the right mix of the proper keywords to get your website to rank high in search engine results. This allows potential visitors to find you easily, and increases traffic to your website. While some run away screaming at the mention of SEO, it is really not a complicated process. The following three tips will help you add keywords to the content on your website, so you can increase the number of new and returning visitors to your site.

* Determine Your Purpose

First, determine what you are trying to accomplish by bringing visitors to your website. What are people looking for that they will find on your site? The whole purpose behind keyword optimization is to put the right mix of keywords into the content on your website, so your site will be picked up in search engine results. If the search engines can’t find you, neither can people that are looking for what you have to offer. Once you determine your purpose, then you can choose keywords to pepper into your content to allow your site to be on the first page of search results.

* Research Keywords

Next, research keywords for your website. There are several websites out there that will help you choose the right keywords for your website. The keywords you choose should reflect what your site is about. Your site likely already ranks high for certain keywords; keyword analytics sites can help you determine this. You should also brainstorm to think of other keywords that may be untapped. This will help you increase your search rankings.

* Check Your Keyword Density

Once you have plugged in the chosen keywords, go back to your favorite analytics tool and analyze your keyword density. Remember that too few keywords will cause your website to fall in the search rankings, but having too many keywords can also hurt you. This is called “keyword stuffing,” and is harshly penalized by the major search engines.

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What Can Printed Collateral Do For Your Company?

In this digital age, many companies are beginning to shy away or slow down their use of printed materials. While some of these materials may be just as efficient as digital options, others printed materials are extremely effective and needed. If your company is looking at its printed collateral, or has never used printed collateral before, you may be wondering what it can do for your company and if it is really necessary. Here are some of the features and benefits of printed collateral.

You’re Putting a Product Fact Sheet in Your Customer’s Hands

One of the biggest benefits to using printed collateral is that it allows you to put a piece of paper with the information you want to convey right in a potential customer’s hands. Sure, a customer may be able to visit your online website and learn more about your company or products, but sometimes they simply don’t. Putting the paper in their hand allows them to look at that information right then and there without having to go anywhere else to learn the information they need to.

Product Collateral Can Help You Sell

Another advantage to product collateral is that it can help increase your sales numbers. Sales brochures and visual aids can be used for vendors and consumers. They provide these people with information that can help them make a decision. In turn, providing them with this information can increase your sales.

You’re Putting Out a Consistent Message

The last benefit to printed collateral is that your company is putting out a consistent message. Without this information, your sales staff may use their own speeches or their own information to sell to consumers and vendors. When you have this information printed and distributed, you know that the information being put forth is accurate and consistent. This helps you portray a business exactly how you desire to do so.

Printed collateral can be beneficial, even in this digital age. It allows you to put something directly in the hands of the consumer, helps increase your sales numbers and ensures you are putting out a consistent message about your company and products.

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Three Tips to Help Build Your Newsletter Subscriber List

Getting consumers to sign up for your newsletter is no easy feat. People are hesitant to give out their information or too busy to go looking for a sign-up form. You have to make the process as easy and rewarding as possible for your potential newsletter subscribers if you are ever going to grow your list. To that end, here are three tips that will help you entice consumers to join your newsletter list.

Make Your Sign-Up Easy to Find

This may sound obvious, but the number of companies that accidentally hide their sign-up forms is staggering. If you want people to sign-up to your newsletter you have ask them upfront. Some of the most successful newsletter sign-up forms are popups. However, most browsers now utilize popup-blockers, so this technique isn’t as useful as it once was. There are other proven sign-up form placements. Place a feature box with a link to your sign-up form on your website. Just be sure that you give your potential newsletter subscriber plenty of of prominent chances to sign up.

Give Them a Reason to Sign-Up

At its root asking someone to subscribe to your newsletter is asking them to do something for you. And nobody likes to do something for nothing. You need to offer your potential subscriber an incentive for signing up. Offer exclusive deals or coupons as a reward. This shows your subscribers that you appreciate them. Be sure that the incentive is related to your product, service, or mission.

Don’t Forget about Social Media

If you forget to include social media in to your newsletter campaign you are missing out on thousands of potential subscribers. These sites are ready-made for advertising the incentives you choose for newsletter subscribers, so use it.

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The Future of Print Marketing: How the Industry is Evolving

Technology has found its way to almost every corner of life. Textbooks and reading books are now available in e-book format, cellular phones now replace many daily items, including alarm clocks, calendars, phonebooks, agendas, and cameras. In 2014, the Huffington Post predicted that there will be an additional seven billion new Wi-Fi enabled devices introduced by 2017 and that the average age of getting the first cell phone will continue to decrease (the average age of first cell phone use was 13 in 2014). The Huffington Post also reports that 38 percent of two-year-olds use some kind of electronic device. The presence of the internet, its easy accessibility from most places that offer free Wi-Fi, and the affordability of internet-ready devices have attracted billions of users from all age groups. Despite these statistics, the future of printed media seems to be evolving partly due to the increase in the use of electronic devices and internet.

Many people still prefer print, including newspapers and books, to their electronic versions. There is a new trend in print marketing called, passion publication. Passion publication is a print marketing strategy that focuses on people’s interest in content rather than the type of media they read the information in or on. This includes hobby magazines and guides. Another important factor that is helping the print market to evolve is the fact that the online environment has become very crowded with users and advertisements and publications. This gives companies a chance to make a greater impression on prospective customers and a sense of higher expectation of finding quality of products through printed media markets, which have been used and trusted for thousands of years.

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The Importance of Open Communications with your Marketing Service Provider

Maintaining open communications with your marketing service provider is of the utmost importance when establishing an effective marketing strategy. When it comes to marketing, every strategy is different because every company has different goals and expectations. Therefore, a company needs to establish an effective relationship with their marketing service provider.

Types of Communication Must Haves:

It’s important to have open communication on all topic related to marketing. These topics can include marketing strategies, online marketing campaigns, and marketing tools. Also it’s important to give feedback on what is done right by the marking service provider and what needs improvement. Without guidance, nothing will change and no issues will be fixed. No company should every shy away from feedback. Marketing service providers are being paid, therefore they should be doing their job correctly. The only way that allows the providers to do their job effectively, is for the company to provide guidance.

Results of Inadequate Communication:

If communication with a company’s marketing service provider is not optimal, money can slip between finger tips. For example, if a company is paying $1,500 a month for search engine optimization service and there is no open communication as to what keywords are good for the target market, then there most likely will be problems. When a marketing service provider does not receive enough information from a company they will either reach out to the company for further details or take matters into their own hands. This is why open communication is so important.

The takeaway is to always maintain proper communication with your marketing service provider. The company should discuss needs, wants, and things they don’t want. Improvements and feedback should be provided on a regular basis.

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