Companies today are reevaluating their marketing approaches to include current digital technology, but one concept has not changed, and that is the need for communication to the consumer. While email and other online marketing tools have joined the mix, it does not replace the need for letters, promotional items, and catalogs delivered through direct mailing. Customers continue to enjoy having something in hand to read.
The advantage of direct mail is how it can work in connection with electronic marketing as a way to reinforce branding messages. Mailings increase the likelihood the customer will engage in the communication. Direct mail offering free or unique gifts will encourage loyalty and the promotional offers help boost the customer’s perception of the company’s brand.
Advantages of Direct Mailing
- Targeting a specific message to a specific audience
- Personalized messages add to the company’s appeal
- Tracking responses help evaluate the effectiveness – from who and where
- An inexpensive marketing tool
- Customers who read mail are more involved, and the business message will capture their full attention
Elements of Effective Direct Marketing
- Secure the right mailing list targeting customers with an interest in the product or service. A mailing list can be obtained through specified demographics of a target audience or by keeping a well-maintained list of loyal customers.
- Match the mail offer to the customer’s interests and needs. The closer the match, the higher the response rate.
- Careful consideration of the piece of mail sent and the offer is necessary. Keep in mind that often a simple, less expensive mailing, like an oversized postcard, can bring the most response.
Using a direct mail marketing strategy builds customer loyalty and helps provide an endless source of future customers. Direct mailing of offers and promotions is a profitable marketing strategy with a high return on the investment.
If there is one thing customer’s love, it’s the ability to choose. Multi-channel marketing provides customers with choices and, in turn, provides your company with increased profits. It’s 2016, and yet still some businesses aren’t taking advantage of all of the benefits that multi-channel marketing has to offer. In fact, some don’t even know what it is. If you need clarification on what multi-channel marketing is and how it can benefit your business, keep reading.
Multi-Channel Marketing: What Is It?
Multi-marketing strategies provide customers with choices, but how? This is done by using various platforms to allow customers to purchase your product or service while maintaining communication with them.
- Communication Channels: Communication is maintained through email, catalogs, stores, or mail.
- Action Response: Consumers can purchase products after initial communication is made in one of the above channels.
Why You Need It
In short, single-channel marketing customers don’t spend as much as multi-channel marketing customers do. Multi-channel marketing allows you to be where the customer is at all times, constantly putting your product or ideas into their hands or mind. By maintaining contact and allowing customers to choose how they purchase a product, your revenue increases along with customer satisfaction. With the average multi-channel customer spending three times more than the single-channel customer, the numbers speak for themselves. Forgoing multi-channel marketing is, essentially, forgoing profit opportunity.
What You Need
Coming up with a multi-channel marketing campaign is crucial. You need to be able to adequately combine a choreographed campaign, marketing response attribution, and a clear message to your customer.
In this day and age, customers are gaining more and more control and options over how they spend. Multi-channel marketing strategies play into this ability and keep customers happy by giving them the option to choose how they spend their money.
There are hundreds of thousands of websites on the Internet. Some are extremely successful and some are not, receiving maybe five to ten visitors a week. If you are reading this, chances are you are somewhere in the latter group. No need to worry, there are several things you can do to improve your website copy and move up the success ladder.
Your readers are looking to you as a professional in your given field. Be sure that the content you are putting out there reflects on yourself in a good light. If it is poorly written, has bad formatting, contains a lot of grammar errors, or is just plain boring to read, those visitors are never coming back and certainly will not recommend your website to anyone they know.
Make it Easy to Read
Statistics show that approximately 17% of the people who visit will actually read the entirety of the content. The remaining 83% will simply skim. Make sure your content is accessible to those who are just giving the article a glance. Follow this tips to make your content easy to skim:
- Short sentences
- Short paragraphs
- Bullet points
Make the Content Interesting
While many of your readers will skim the articles, your goal is to produce content that they will want to read more fully. Follow this tips to make your content more interesting and informative:
- Add a touch of humor (if appropriate)
- Make sure your facts are correct
- Use words people can pronounce (big fancy word do not mean anything to someone who can’t say them (if they can’t say them chances are they have no idea what the words mean)
- Write what your readers want to read about (if you have an ecommerce website that sells party favors, then write about party ideas, tips, themes,etc)
Ask Your Readers
One way to know what your readers are looking for and what will draw them in is to ask them! Add a poll or survey and ask your readers what they want to read about. The more involved your readers are in your website the more likely they are to return again and again.
According to the most recent survey, performed by Pitney Bowes 76% of small businesses agree that the ideal marketing strategy is a combination of both mail and print communication. Further, studies indicate that 68% of small businesses are now using email as a communication tool, which is by far the most popular tool. While, on the other hand, print media is only used by 44% of small businesses. If businesses combined print and email they could potentially double the amount of contacts they have, which would increase their profit margins significantly.
Many businesses compete online through social media networks for their customer’s attention, which makes it difficult to stand out. This type of marketing is the most affordable. However, it is also the least effective.
You need to be creative with your print marketing campaigns. People are more likely to give your print mail a closer look if it is unique, a personal touch such as adding their name to the post card, letter, or whatever you mail. Think about it, if you go outside and check your postal mailbox every day, you are looking through the mail. If you see a piece of mail that is eye catching you spend more time looking at it, if it peeks your interest you act, if it doesn’t it gets tossed.
The same is true for your email—if it sparks an interest in the receiver, it’s going to get more attention. The only problem is keeping it out of the spam folder. If the subject line is not a sales pitch, but a genuine sentence that has a purpose, it will likely make it into the inbox.
Tying Print and Email Marketing Together
The first step is to send both a print and an email to your potential new customer’s. Make sure both of them are unique and will catch the eye of the reader. Set up a schedule alternating print mail and emails. Ideally, sending one of each a week is your best bet. You don’t want to “spam” your potential customer—whether it is with emails or “junk mail”.
If you work both avenues of marketing, you have double the chance of succeeding. The most important things are to be creative and consistent.
Including QR codes into your printing advertising, whether it is on store signs, mailers or any other form, you give potential customers with a brand new interactive way of connecting with your business. However, before you start placing QR codes onto your printed material, you need to keep in mind these best practices. This way, you ensure the highest level of results possible.
Materials to Consider
First of all, avoid any kind of reflective material. As a user’s mobile phone needs to pick up the coding information, reflective material throws this off, making it difficult to read. Instead, go with a matte, flat look.
Keep it Flat
In general, you want to keep your printed surface flat. This likely isn’t too much of an issue, but if you are looking at placing QR codes around the storefront, avoid curved displays. The curves throws off how a camera picks up information, which may render your QR code useless.
Colors to Consider
Avoid printing on dark colors such as dark blues, purples and blacks. This can interfere with how the blacks in the QR code appear. When possible, try to keep the background around the QR code white or a lighter, pastel color. Your entire display or printed material does not need to be this color, just the color around the code.
Sometimes having a colorized code helps it flow better with the printed material. There is nothing wrong with colorizing your code but you do need to make sure the contrast is set properly. You need to have at least a 55 percent contrast between the background color and the code color.
Generally a one inch square is best, but it can go as small as 3/4 of an inch.
You’ve taken the time to set up a great website, but now the question is how do you get potential customers to visit? It doesn’t have to be as difficult as it might seem. Here are five tips to help you get more traffic to your website.
1. Incorporate long-tail keywords into your site – It is always easier to rank longer keywords, so add them into your keyword mix. Also, consider adding a forum to your website. By doing so, you will engage your customers, and the forum will add additional long-tail keywords that will be picked up by Google.
2. Spend more time on your titles – Most of the time, a reader will scan the title and decide in a few seconds whether or not to click a link. Make sure your titles create interest or excitement in what you have to say or offer.
3. Build your email list – Customers on your email list are more likely to visit your site and buy from you—as you have already established a sense of trust with them. One way to start building your list is by having an opt-in option on your website as well as any social media outlets you may be using.
4. Optimize your website – The best traffic to your website is organic search traffic as they are targeted buyers. To receive more organic traffic, be sure to optimize all of your websites. This includes H1 and H2 tags, content quality, titles, and even the speed at which your website loads.
5. Update content on a regular basis – Your customers will want to see new information and content regularly. If you have a blog on your website, consider updating it at least three times a week. By providing new and interesting information, you give people a reason to come back.
Increasing your website traffic does not need to be difficult or overwhelming. When you follow these five simple tips, you should see an uptake in your overall traffic in no time
Yes, your business can definitely benefit from digital printing, it is actually one of the best ways to get a new business noticed, and keep an established business in the front of your customer’s mind.
Overview of Digital Printing
In case you are new to digital printing, here is a quick overview – it is done with the assistance of a computer, your document or picture is transferred to a printing substrate (a solid medium or substance that another substance can be applied to and the second substance can adhere to.) This process eliminates waste, use of excessive amounts of ink, and ensures a perfect product (banner, business card etc.) each time a print run is done.
Benefits of Digital Printing
Whether you want business cards, postcards, banners, flyers, logos, pens, or tote bags, the list goes on and on. It is easy to create several different types of advertising campaigns when digitally printed. These items are a constant reminder of your business.
- All the prints and products are high quality
- Professional appearance
- All prints and products are equal and uniform
- Environmentally friendly
- Short runs (if you only need 25 that’s not a problem)
- Cost effective
Fast Turn Around Time
If you need your prints or products quickly, you’re in luck. Because the printing substrate is already done, all you have to do is make a quick phone call or send an email, saving you valuable time, to focus on your business.
Digital printing is a great way to advertise your business, while allowing you several different avenues as discussed above to attract new customers and keeping your established customers happy. When you have happy customers, your profit margins increase and that makes you happy!