A Return to Marketing Strategy

“Tactics, Tactics, Tactics…. Everywhere I look, all I see is tactics!”

Perhaps you have also felt that same way recently. We hear about tactics across nearly every marketing channel out there. QR Codes. Personalized URLs. Augmented Reality. SMS/Text-Messaging. Mobile Email. Social Media Advertising.

Those are just a few of the terms that we hear and talk about quite frequently in the marketing world. I know that I can often get quite excited about them!

But, while there is nothing wrong with diving in and understanding specific tactics, we run the danger of thinking of those things as bright and shiny objects that can solve all of our problems!

Instead of falling into that trap, we must be willing to increase the amount of effort and focus that we put on having a strategy.

Long-Term Solutions Come From Having a Strategy

Because we provide marketing services to our customers, we certainly need to pay close attention to new tools and technologies that could improve our offerings.

However, we must ensure that the services we do add (for example, a QR Code or PURL on a postcard) are not treated simply as add-ons. Rather, we focus on integrating them into the overall marketing strategy that supports our customer’s goals.

Often, the development of a strategy will consist of us asking critical questions. The answers to those questions will not only help us decide which tools and technologies should be used, but also, how should we best use them.

Yes, some of our customers come to us with a fully thought-out marketing strategy. But in today’s world, we understand that many CMOs are running around at a frantic pace; thus, they could benefit by having a service provider, like us, offer some consultation and suggestions.

If you do you have a campaign coming up, here are 4 steps that could help you develop and/or analyze a marketing strategy for it:

  • Describe your business: This sounds simple, but it’s crucial. It may help you to define key characteristics that affect branding and messaging.
  • Define the goal: The goal will help avoid using a new tool or tactic simply because it’s new. Rather, it will help ensure that the the decisions that are made are done for a reason.
  • Understand who the audience is and where they are: Think about QR Codes for a second. If your client is going to be placing print advertisements inside of a subway station where there is no cell service, do QR Codes really make sense? Or, if you are going to send information that is highly sensitive or private in nature, will a personalized URL actually cause people to not respond?
  • How will you measure success?: As a service provider, we may be constantly looking for ways to demonstrate and prove our value. However, in the rush to incorporate a new tactic, we may overlook what steps are necessary to help us measure the effectiveness of a specific tactic. By answering this question ahead of time, we will increase our chances of being able to present valuable data to our customers during the marketing campaign.

These are just a few of the questions that can help us to develop and deliver solutions that increase our revenue now and in the future. I hope that you find them find helpful! Yes, there will be always be new tactics that catch our attention, create some buzz, and get us excited (me included!). But no matter what the tactics are, having the right strategy will help to put us on the right path.

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3 Ways to Deliver Effective Direct Mail Efforts

We all recognize that companies no longer rely solely on direct mail and print to try to reach their customers and prospects. But as long as it remains an effective channel, businesses will use it.

Here are three ways that you can use effective direct mail efforts for your business:

Personalization and Segmentation: Data was meant to do more than simply be imported and exported. Find creative ways to segment lists by the criteria that you may have. Then, tailor the message, content, and/or graphics to appeal specifically to each group.

Complement the Effort with Other Channels: How many touches does it take to make a sale? If there really is a magic number, the bottom line is this: the answer is not typically 1! Rather, it may take multiple efforts through multiple channels to truly make an impression on a prospect. Use channels such as email, social media, and mobile marketing in addition to the direct mail piece to truly deliver an integrated, cross-channel campaign.

Test Multiple Designs & Offers: Testing multiple offers does not indicate that you are not sure of what you’re doing. Rather, it proves that you are truly supporting your marketing efforts and that you’re determined to ensure that your marketing & educational campaigns are the best they can be. Try testing multiple mailers with different wording and graphics. Then, present the reports to your team to show them what’s working the best.

If you need help with your campaigns, let us know!

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Building a Keyword Strategy

Is it more important to post content frequently or to post content about the right topics?  Creating content with targeted keywords and phrases is vital for companies.  Below are two important steps to ensure that you can do that successfully.

Identifying the Right Keywords
The first step in identifying the right keywords involves answering the question, “What should I create content about?”

Oftentimes, we look internally for those answers.  What do I want to write about?  What am I passionate about?  While those questions are important, we need to always consider the overall goal.  Typically, that is to build an audience and to drive traffic to our website.

Thus, we must ensure that the topics that we want to create content about also match up to the interests and passions of our target audience.

At that point, we should find a way to build a list of the words and phrases that are associated to those topics.  These items do not need to be stored in a fancy, complex system — you could simply keep them in a document or spreadsheet!  But the bottom line is, make the list!  Do not rely on yourself to try to remember the words and phrases that you should use when creating content.

Promoting and Sharing the Words and Strategy
The list of keywords must certainly have a big presence within the walls of a marketing department (whether those walls are physical or virtual).  But they also should be shared among employees from all departments.  Why?

Well, more and more, people from all walks of life and backgrounds are creating profiles on social networks. Perhaps they primarily use their accounts to talk about personal topics.  But if they occasionally interact with a customer or prospect on those channels, or if they link to your company’s website, or simply list its name in their bio, they are representing your brand.

By sharing the list, you will be creating opportunities for all employees to build awareness of your company’s products and services.

Oftentimes, there may be an employee that wants to contribute to the online conversation about your business, but they are just not sure what to say. Sharing the list can be the spark that ignites more conversations about the topics that are vital to you and your audience.

 

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6 Results-Oriented Marketing Tasks to Do Today!

If you want to re-ignite your marketing efforts, here are 6 tasks that you can do today that will drive results for your business!

Review Your Marketing Plan
Does your company have a marketing plan? If so, that’s a good thing. However, if it has simply been filed away since you created it at the end of last year, that’s not such a good thing!  A much better approach is to keep your marketing plan in front of you constantly as the days and weeks go by. It can serve as a force that guides you and keeps you inspired! It can help to make sure that your daily tactics support your goals and objectives.  If it’s been a little while since you’ve last looked at this year’s marketing plan, it’s time to print it and review it!

Spend Time Connecting and Listening on Twitter, Facebook, and LinkedIn
If you have a profile on those social networks, that’s a great start!  But if you primarily only use them to log-in, share some company information (perhaps a blog post, a press release, or some other news about your products and services), then you are truly missing out on some of the major value points social networking efforts can bring.  Take at least 30 minutes today to simply use those networks as a listening tool.

Read what your customers and prospects are posting there. Use each network’s search form to find out what people are saying about industry trends, conferences, and other news-worthy items.  Also, spend some time making sure that you are connected with the right people. Look up some of your recent customers and sales leads, and make a connection!

Create a Video and Upload it to YouTube
“Video sells.” Have you heard that expression? If you haven’t used video yet in your sales and marketing efforts, you are missing out. Online video can be one of the most effective ways to reach your audience with compelling messaging about your products and services.  Best of all, creating and uploading basic videos can be done quickly and inexpensively nowadays.

Give it a try! Sit down in front of one of your company’s posters, banners, or other collateral items. Have someone film you with a smartphone or some sort of handheld device. Then talk for about a minute about one of the major benefits your company can offer… or simply talk about an industry trend.  Then, upload the video to YouTube! But also make sure to include keywords and a link to your website in the “Video Description” field.

Write a Blog Post with Your Customers’ Needs in Mind
One of the best ways to keep your website fresh and up-to-date is through a blog.  Of course, having a blog is not enough. You must make sure that you’re posting content to it on a regular basis.  Also, in order for the blog to be effective, the content should address the needs and concerns of your customers.  Take 10 minutes today and think about an item that might be on your customers’ minds. Then, write two paragraphs that include some commentary, advice, and/or tips that will help them with that item.  Then, post it on the blog to offer instant value to your clients!

Analyze Your Website Traffic Reports
How often do you access and read your company’s website traffic reports?  Chances are that it may not be enough.  Take some time today to login to whatever system you may use for Website Analytics, or pull up the latest report that your marketing agency may have sent you.  Read through what’s happening — take a close look at traffic trends (good and bad), keyword usage, sources, goal conversions, and other data points.  You will most likely uncover important data points that can help you improve your website marketing efforts in the very near future.

Create a QR Code and Add it to Your Printed Materials
Print can still be an effective component in your marketing mix today!  However, it often delivers the best results when it’s integrated with other channels, including mobile.  QR Codes can make your printed items interactive, they can engage the mobile audience, and they can help you better measure the effectiveness of your marketing efforts!

I hope you found these tips helpful, and remember that it is never too late to strengthen your marketing efforts!

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Blog Strategy Checklist

Content marketing is becoming a big player in the marketing world.  It is the act of indirectly selling your products and services through educational and informative materials, such as blogs.  Blogging is a great first step for those who want to take advantage of the benefits of content marketing.  Whether you are new to this strategy  or you want to make sure you’re covering all of your bases, take a look at our checklist!

  • Make sure you have the right tools in place.  Your blog should live directly on your website and your website should be on a search engine-optimized platform, such as WordPress!
  • Determine who will write your posts.  This can include you, employees, colleagues, or ghost writers.
  • Decide how often you will publish a new blog.  Consistency is important, whether it is daily, weekly, or even every two weeks.
  • List out all of the topics you want to write about.  Each blog doesn’t have to be high-level and generic, they can be customized to each of your targeted audiences and can highlight how your products and services can be used in different ways.  Also, see what current news is happening in your audience’s industries, you may be able to use current events to spark interest from your prospects.
  • Distribute your blog posts through multiple marketing channels.  You can share your blog posts through social media, email, or highlight them on your website’s homepage.
  • Create content in various media forms, it doesn’t always have to be copy-driven.  Audio clips, videos, and images can all be great ways to mix up your blog posts and keep everything fresh.

Once you accumulate a number of blog posts, remember that you can repurpose them!  Combine a few related posts together to make an eBook, or reformat the content in a different media type.

Blog posts can easily be the fuel to your content marketing strategy, so give it a try today!

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Personalized Marketing and Why Your Business Needs It

Maybe your mother told you when you were growing up that you should treat everyone the same. Well, your mother was wrong…at least when it comes to the world of 1-to-1, or personalized, marketing.  No longer are you encouraged to place prospects upon the same level playing field. In fact, with 1-to-1 marketing, you want to embrace the diversity of your prospects and customers. You want to play to those exact differences and incorporate them into your marketing messages in order to get their attention and make them want to work with you!

Identify Your Audience
As with any marketing strategy, you start off by identifying your target market – the people who need your product or service. So you sit down and imagine a target. You imagine finding those people with laser point focus. You know who they are and now you have to get your message across to them. You have to tell them who you are, what you do and how you can help them. Using the 1-to-1 marketing approach, you toss aside the marketing shotgun; this is no time to “pray and spray” your message, hoping that it will be heard and acted upon.

Add Personalization
The idea is that by personalizing your marketing message, you are showing the customer that you know how to serve their specific needs. No customer wants you coming at them with a cookie-cutter approach and a “one-size-fits-all” solution. They want to feel like you know exactly what they need, and that you are the business that can provide it. Thus, your message needs to be current and relevant to that customer.

Stand Out
Your target market receives marketing messages on a daily basis. We all do, in both our personal and professional lives. It becomes second nature to ignore the messages that have little to do with our own needs. The same is true of any business. They all receive mailers, texts, and emails from other businesses, who are using the the same pitches and benefits to make the sale.

In the end, a customer will equate your marketing messages with the type of service they will receive when working with you. If your message is personalized and meets their needs, the prospect will anticipate that working with you will be a breeze. Everyone likes to work with the expectation of receiving terrific customer service and specific solutions.

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7 Ways to Make Your eNewsletter Stand Out

eNewsletters are a very valuable tool for reaching out and keeping in contact with your followers and clients. Many benefits can come out of this marketing effort when they are being used correctly, here are some of our favorites.

Company news can be shared.  eNewsletters can contain all of the top news your business has been generating, important industry trends, or pertinent human resources events. It makes complete sense to have an eNewsletter to send out to your database.

Contact lists can grow.  Encourage customers to enter their emails on your website in order to get a variety of news and bulletins in a timely manner.  Overtime, a few new contacts here and there will become a brand new list of inquiries your sales team can follow up with!

Other marketing channels can be promoted.  eNewsletter can be highly interactive, especially if you integrate your social media marketing channels.  By adding a YouTube video to your eNewsletter, you can deliver a more personable message and stand out from all of the other text-heavy emails that are out there.

Your team can be promoted.  An eNewsletter is a chance for your company to exhibit some personality and to humanize your brand. Being personable and stepping out from behind the company’s curtain makes your brand more relatable to your readers.

Great information can be shared.  A lot of valuable content can be shared through eNewsletters. Information such as industry tips, best practices, and case studies can all be ways to help educate your audience and start a conversation with them.  Encourage readers to write back with questions and comments!

Brand awareness can be built.  Design your eNewsletter to match your company’s branding and color scheme, and give it an appealing layout that won’t overwhelm the eyes of your subscribers.

Services can be promoted.  By utilizing the sidebars or banners of your eNewsletter, you can offer promotions or additional links that you might want to steer subscribers towards.  Promoting upcoming webinars, available eBooks, or related services entices readers to visit your website to learn more about that particular topic.

Your eNewsletter is a powerful asset if it is well put-together.  It involves your readers and offers them multiple forms of media for them to engage in. Make it so good that your customers can’t wait to get next month’s edition!

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4 Key Metrics for Tracking Printed Materials

While it sure can be fun to generate personalized URLs and QR Codes and then put them on a piece of printed material (direct mail, flyers, brochures, etc), the real enjoyment can come from the time you spend actually tracking and measuring how things are working.

Here are four metrics that may help you do this effectively:

  • The number of people that scanned or clicked: Half the battle of launching a successful marketing effort involves simply getting someone’s attention. How can you make your message stand out from the clutter of other messages that the recipient may have received? Well, pay attention to the group that at least takes some action on your response mechanisms. Even if they do not actually respond to your questions on the landing page, the act of scanning a QR Code, typing in a URL, or sending a text message involves effort. That bit of effort may indicate a bit of interest in your message; thus, those people should be treated differently than those found a home for your printed materials in their waste basket.
  • The number of people that responded: Yes, we love these folks. They took the time to visit your response page, enter some contact information, and perhaps answer a few questions. Make sure that you are ready to embrace these leads quickly. Of course, pay attention to the data that they provide to you! If they shared preferences on how they prefer to be contacted or in what they’re interested in, make sure that you respect and honor that.
  • Where are the responders in the sales pipeline: At some point, leads are handed off between marketing and sales departments. However, marketing’s job is to support sales the entire way through the pipeline. Thus, marketing folks should have the ability (and the desire) to see where the leads they’ve generated have moved down to in the sales funnel.
  • Actionable intelligence from the responders feedback: We often tend to look at each response and lead as its own entity. This is good and understandable. However, we should also look at the data from a high-level perspective. Take the time to look for trends — when do people click? When do they respond? What answers are being provided/selected by the majority of folks?

Answers to these four metrics should certainly help us to grasp whether our current printed materials are effectively reaching our audience. But more importantly, they should also help us to create and launch better marketing efforts in the future.

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3 Ways to Make Print Interactive

To truly capitalize on advancements in the worlds of marketing and communications, businesses must find ways to make print work with new channels.

Here are three ways that print can be made interactive:

Use QR Codes to Drive People to Mobile-Optimized Sites
The numbers behind the growth in mobile marketing truly are impressive. More and more of your customers and prospects are visiting websites on their mobile phones. By adding a QR Code to your printed materials, you will be able to reach that mobile audience. QR Codes truly can make print interactive. By driving people a mobile-optimized site where they can watch a video, learn more about a product, or sign up for future alerts, you will further build your database and increase brand awareness.

Promote Social Media Pages for a Company or Product
Companies of all sizes and across all types of verticals are turning to social media to help better serve their customers and interact with prospects. However, they need people to know those pages exist to truly maximize the impact. One way to do this is to promote the social media sites on printed materials. Many people use their smartphone to hop onto sites, such as Facebook or Twitter. They may do the same thing after learning that your company has something to offer on those sites.

Use SMS/Text-Messaging as the Call-to-Action
While we may place less phone calls on our cell phones than we did two years ago, SMS/Text-messaging usage seemingly continues to rise. A number of companies have found ways to engage their fans and build their mobile marketing database by inviting people to send a text message to opt-in for a special offer.

There are plenty of tools and channels to choose from when trying to make print interactive, so see what works best for your audience and take it from there!

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4 Ideas to Test Your Emails for Greater Success

It is certainly wise for your company to continue using email efforts in your marketing mix.

However, one of the biggest challenges that marketers face is how to get their target audience to pay attention to their emails.

One of the best ways to improve the success of your efforts (whether you’re measuring by open rates, click-throughs, or a further conversion) is to test and try variations of your content and design.

Here are 4 features that you could try testing in your email program today:

  • Subject Line: If you are sending out an eNewsletter, then you have a prime candidate to try a test with. Measure the effectiveness of an email that simply says “[Company Name Here]‘s Newsletter” versus a Subject Line that describes what is in the article (i.e. “News For You: Direct Marketing Case Study, SEO Tips, and More”).
  • FROM Name: The Display Name that people see in the FROM can play an important role in their decision-making process as to whether to open and take action on an email. Are they familiar with the name? Do they associate that name with an unsolicited sales pitch or with someone who has helped them in the past?  Try running a test where you send the email out from the name of someone on your staff (perhaps the CEO, VP of Sales, a Product Manager, etc.) and then measure that against what happens when the FROM displays the name of your company.
  • Image Buttons vs. Text Links: Getting someone to open the email might be the first step. But from there, you need them to take action. Try testing an email that primarily includes text links versus one that incorporates graphical buttons in the call-to-action.
  • The Wording of Your Offer: What would work better on your audience: “Try our brand-new product today!” or “Improve Your Business: Get Started with [Product Name Here]“? Run a variation of the key words in your offer and then measure to see what drives the highest number of clicks and conversions.

Email is definitely a marketing channel that shouldn’t be neglected, you just have to be aware of which components you should adjust and track for more success!

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