Using effective communications in your Marketing Efforts

Marketing communications is designed to help your company gain brand awareness and at the same time retain its existing customers. However, it is not always easy to communicate effectively especially if you have no experience in the marketing field. it is hard to know who to target, how and when to market and what strategies to use among more. So, what should you do to make the most out of your marketing communications?
Here is a glimpse of some of the communication strategies you can use to make your marketing efforts effective.
•    Keep the message simple and clear – Most companies have a deeper and complicated meaning as to why they do the things they do. But, that is not what people out there are interested in. Their only interest is what they can gain from the company and so, make sure your message is brief, simple, intriguing and clear for them to understand.
•    Know your audience – Successful marketing efforts begin with analyzing and knowing your audience. Different people have different needs and therefore, it is good that you do some research on the target audience before giving them any information. Sending information to the wrong audience will only use your money and effort.
•    Drop your corporate person hat – Remember, the people you are meeting out there are ordinary citizens and they will only listen to you if they feel they can relate well with you. So, use simple terms, understand their culture and try fit in to their day to day activities. From there, they will be interested in what you have to say.
•    Be confident – Nobody wants to listen to someone who is not sure of him or herself. When marketing, you are selling you company’s product and so, you have to convince your audience that you understand and believe in the product you are selling. Otherwise, you will just get frustrated since nobody will pay attention to you.

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Successfully Tracking Your Mail Campaign

Direct mail advertisements are one of the most effective methods of advertisement. The main advantage stems from the fact that with direct mail marketing, the market targeted is one that is likely to convert rather than a general market.

Moreover, it is an inexpensive method as compared with other methods of advertising, it costs much less. The major advantage, however, must be the fact that you can track your mail campaign. Most businesses, after releasing an advertisement, always wonder whether it is effective and whether it reached the intended market. With direct mail, you can track the results to realize whether you had a successful mail campaign.

How to Successfully Track Your Mail Campaign

The methods to successfully track your mail campaign are as explained below:

a)        Send follow up emails.

When using a direct mail campaign to advertise, a single mail is not enough. Most times, adverts in an email will receive a glance then it will be ignored. However, after sending the first mail, send a second mail reminding the potential customer of the first mail, and then a third mail reminding him of the first two emails. This way, if your competitor sends an email after your first mail, your subsequent mail will remind the customer of your product.

b)       Ensure that the target market is likely to convert.

Each business aims to increase profits and reduce costs. Increasing your Return on Investment requires cost-effectiveness of your campaign, and this cost –effectiveness is achieved if more customers convert. Therefore, target a market that has shown interest in your product before, as they are likely to convert.

c)        Use an attractive and eye-catching headline.

The first letters that the target market’s eyes will land on is the heading of your email. An attractive and well-scripted heading will increase the curiosity of the customer, and he or she will end up reading through the email.

By increasing the cost-effectiveness of your direct mail campaign, you increase your ROI, and this is possible only if you successfully track your mail campaign.

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Achieve Increased ROI With Direct Mail Marketing

With the ever-growing popularity of campaigns for social marketing, landing pages to gather leads and the use of mobile apps as marketing tools, smaller businesses may find using direct mail marketing to be viable option. With the ultimate goal of increasing traffic and leads, ensuring the optimal ROI is achieved means taking a tighter grip on the reigns of already small budgets for marketing. What may be deemed by some as an old-fashioned method for marketing may in fact be a cost-effective option.

Effectively Combine Digital Channels

While research has proved the ROI resulting from direct mail compared to the sole use of email marketing, the use of direct mail as a stand alone isn’t as effective. When combined with multiple channels, direct mail marketing can increase response rates and significantly lower the cost per acquisition when compared with paid search and internet displays. A study conducted in 2015 by the Direct Marketing Association (DMA), the CPA proved that direct mail marketing ranked third in performance at an average cost of $19. Moreover, when combined with all digital channels, it was proved to be seven times more effective.

Track Metric

While many businesses employ the use of multiple marketing channels to generate leads and bring about better awareness of their brand, direct mail marketing can still stand as a viable means of bringing substantial ROI. In order to determine the effectiveness of campaigns, it’s important to track the rate of response. This can be accomplished by using a call to action that can be used to properly monitor responses.

Growing a customer base is one of the main objectives of your business. Using digital marketing combined with direct mail marketing will not only increase the customer base but will increase sales if executed effectively.

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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.

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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!

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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.

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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.

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How to Cross-Sell to Your Current Customers

Everyone’s heard pitches like you might hear at McDonald’s:  “Do you want fries with that?”.  This basic method of cross-selling can make a big difference profit-wise if you just stay alert to opportunities to sell to your current customers.

According to the Harvard Business Review¹, the current availability of large amounts of customer data and the technological ability to analyze that data has made it much easier to maximize relationships with current customers.  Paying attention to customer purchases and preferences can give direction about marketing specific products to them as well as pairing one product with another.

Thinking long-term is another important strategy.  Short-term goals such as sales per month may help some, but investing time and talent into growing your business over the long term may eventually be more effective. Cultivating and studying the habits of current customers falls into this category.

Effective selling can be a delicate balance, however.  You don’t want to come on so strong that you turn customers off.  For instance, a resort which offers gambling in addition to other kinds of activities should pay attention to the fact that some customers are not interested in gambling.  If those customers are targeted with ads for slot machines, it may turn them off and give them a negative impression of your business.  Keeping track of customer preferences, by using surveys or existing data, and maintaining respect for who they are is what will keep them coming back in the future.

A great article on cross selling can be found here:  http://www.smarta.com/advice/sales-and-marketing/sales/cross-selling-10-ways-to-sell-more-to-your-customer/ .  A combination of making the most of your (most likely) current computer data capabilities and using common sense will keep your favorite customers coming back for years to come.

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Measuring your Engagement in Direct Marketing

Engagement evaluation is a proactive tool employed to assess the effectiveness of a marketing campaign. Marketers are required to focus more on clients who engage more with their brands than those who do not. However, there is a difficulty in evaluating how the trademark influence’s purchasing decision or assessing a client’s level of engagement with a specific brand.

How to Measure Effectiveness of Customers Engagement

A well-structured engagement campaign consists of a checklist that allows marketing initiatives to be assessed on their effectiveness. For instance, if the primary goal of a particular promotion is lead generation or to develop a database, engagement can be evaluated by dispatching auto-responder messages embedded with a track feature to notify a sender when it’s read and if different links integrated inside the message body have been clicked.

However, there exist different approaches that marketers can use to track and measure the effectiveness of their customer engagement campaigns:

– Data Centralization: Often, clients interact with an organization at different levels using a myriad of communication channels like social media, television, and magazines. The more the traceable channels, the more comprehensive the engagement process will be. For example, it would be wrong to focus simply  on measuring email response and click through rates, while customers are previewing the company’s product via other networks such as social media, telephone, or newspaper adverts. Marketers must come up with prudent approaches to harness information on how particular customers engaged with their brand. Such progress can be achieved through online surveys or phone interviews.

– Assign Values: Each action by a customer must be recorded to assign a unique value for computing engagement score. For instance, if a client visits a web page and spends ten minutes, the engagement score must be higher compared to a customer who only spends three minutes on the same page. The marketer may further on proceed and apply analytical techniques to cluster customers regionally, to understand how customers from specific areas engage with the brand. Such clustering provides a broad understanding on why particular customers pulled out.

– Track Everything: All customer interactions must be tracked and metrics developed to measure the effectiveness of different communication channels. Techniques including evaluating content download, page hit rates, sign-ups, social media share, and click-through rates have proven to be effective towards delivering a comprehensive picture of brand effectiveness.

The Takeaway

The different engagement forms depend on a brand product mix and niche market. At the end though, identifying the right engagement approach enables marketers to understand why clients prefer their products and where to concentrate their efforts.

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Direct Marketing Bring in Revenue

It is no secret that a businesses would not succeed without adequate marketing. There are many forms of marketing that any business can incorporate in their overall marketing strategy, among them is direct marketing. Direct marketing is a form of advertising by which company advertises their products by using physical marketing materials such as newsletters to communicate directly to their customers.

To get the most out of a direct marketing campaign, it must be well planned. With the multiple channels of marketing in this day and era why would one choose direct marketing? Here is why;

The target is the ideal customer
By making use of direct marketing, you are in a position to target specific groups of customers with messages tailored just for them. Identifying your customers and what their needs are requires research which takes time. By investing your time you will focus your efforts where they are likely to yield most results. Using direct marketing gives you a deeper understanding of how your customers respond to your products.

Improved customer loyalty
Building a relationship with your customers is as important as making a sale. Direct marketing gives you an avenue to create this relationship. To increase the personal connection with your customers you can personalize promotions, letters and even offers. You can also choose to take a more personal approach by sending birthday cards, invite to an upcoming sale or discount offers.

New business
Direct marketing gives the business a chance to directly communicate with their chosen target market rather than the mass market. This increases your chances of sales success since you only communicate to those that are already interested in your product. By making use of direct marketing you can adapt to the needs of the market enabling you to achieve fast results.

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