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Here’s how to stop thinking about opens, click throughs and any advertising that interrupts…

OverThinking_web

Start thinking about direct marketing – it works hard for you everyday.

Why does direct marketing by DMCM work all the time? You’ll see how when you have the code.

Your market wants personalization, relevant communication, relationships, selected marketing channels and engagement. More importantly, the right product, at the right time and the right place using the right data. The only time your market talks about advertisements that interrupt, occurs on and after the date when the Super Bowl is played. And that time is way less than the game actually lasted.

DirectMarketingWhiteBoardRadio, television, magazines and newspapers.

In my opinion, the companies that are still producing content, in order to survive, will need to continually re-focus and narrow their target market. For example, most major market shows, one hour in prime time, the television advertising is about one-third of the average show.

What are people doing? Saving time by streaming.

Not long ago on a trip to my doctor’s office, I forgot my phone. I found myself playing whack a mole with the channel selector to find something I liked. When I did pay attention, the advertising breaks ran anywhere from four to six minutes, three or four times within the hour.

Why did iTunes and other music venues become so popular? There’s an app for that.

Some things are easier said than done. PersonalizationW

Starting in 2008, many companies in a variety of industries, were hit hard by a lack of sales,  lower revenue and the fizzling of the economy. Within my industry of printers and direct marketing and mail, the struggles many companies faced to stay alive, gradually took their toll.

The companies still around today have found their niche, or bought out by competitors, and learned to work with leaner revenue. The industry is still shrinking today.

Do you know what your market wants from you as a provider?

AlltheTinyPeopleGenerally, I believe most companies do but there is still much room for improvement, especially in marketing data. For examples, take a quick trip to Twitter. It’s nice to have a lot of followers but what do you know about them? If so, what’s the percentage.

Switch gears and head over to LinkedIn. How many connections have you made? What are they worth to you in time? Money?

If you are still searching for answers to these questions, assess your present marketing program. You know it can be better. How long can you continue to plow your money into advertising that barely works, hoping you’ll survive another day?

Or you can commit to successful direct marketing, using multi-channel communications and treating data as king because that’s where you’ll meet and learn more about your customers. And new customers.

Here a good example. Who am I talking about?machine_50pc-44

The company is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking.

This year, they passed $100 billion in annual sales and serve 300 million customers,” said the CEO in his statement accompanying the 4th quarter report for 2015. The company is still the world’s leader in e-commerce, going strong in a broader retail industry where giants such as Walmart, for instance, are closing more than a hundred stores across the U.S. The company is approximately 20 years old.

If you need help or have a question or two you can reach me at marketingdoc@live.com or fill out a contact form at MCG.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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Twelve Foolproof Direct Marketing Tips…

Depositphotos_83045618_orig

for Converting Prospects to Customers.

The next customer marketing message you start to proof, before deploying, consider –

  1.  Your copywriting must grab the attention of the readers,
  2. the copy must focus on them and not your company,
  3. differentiate your product or service from your competition,
  4. tailor your copy to relevant niche customer segments or profiles,
  5. use as many of your customer’s favorite communication channels as possible,
  6. and tell them why they should buy from you and no one else.

That’s about as quick and concisely getting to the right points of using direct marketing tools as promised.

Your company is not going to stay the same forever…

A good product and service will help your company grow. As that happens some of the one-to-one personal dialogue becomes harder to maintain. Further, customers change, the market is ever-changing and there is more competition, direct and even in-direct that you face daily.

OffTheChartThen there’s a business growth cycle…

You’ll want to match your products to the wants and needs of as many customers and prospects as possible. In the days of yore, people in sales made notes in a notebook or index cards. When they returned to the office, these notes where entered into a CRM, such as ACT! At least the sales manager thought so.

Sales people kept their focus on customer needs…

The knowledgeable CRM user was able to start a conversation with the customer where they left off the last time they talked. CRM usage made the conversation more relevant to both parties. No time was wasted and a good sales person used it as a leg up on the competition. That was truly direct marketing at its finest.

Garbage In, Garbage Out(GI-GO)

However, this was not always true. If there’s a serious complaint about CRMs, it’s certainly central to data updates. Thanks to cloud hosting providers, it’s a lot Excess_thumb.jpgeasier now to use data technology to help your company grow.

Writing good copy is an example of knowledgeable data users. No matter how hard you try to piece together good copywriting, if the data is bad, then your copy is bad.

If your data is good, great direct marketing copywriting gets to the point quickly. Your objective is to get the reader’s attention and attract the reader’s interest, quickly. The copy does not need to sell but to generate immediate interest, such as sending the reader to a website landing page.

In the age of digital marketing via numerous communication channels, people do not hesitate to move on to something else, quickly. Even the fastest and most motivated readers cannot read everything they wish. When you are direct, and your readers know your point immediately, they are more willing to connect with you and eventually make a purchase.

The backbone of Direct Marketing success is fairly simple. Reach your customers in a timely manner with relevant communication, presenting an offer with a product that exceeds their satisfaction.Direct-Removal_v1

Returning to the first paragraph of this article, here are an additional six FREE Direct Marketing tips. Direct marketing is:

  1. a picture of your customers’ buying patterns,
  2. customizing offers for any marketing channel such as direct mail, email or social media,
  3. always increasing the number of responses,
  4. leading to better revenue,
  5. learning what is relevant for each contact,
  6. and adding correct customer information into your CRM.

Thanks for reading and please share my dozen direct marketing tips.

WeLuvDataIf you need help or have a question or two you can reach me at marketingdoc@live.com or fill out a contact form at MCG.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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10 Straightforward Points to Release the Power of Direct Marketing

It'sOnlyCRM

Start with A Commitment to Customer Relationship Management.

Presentation2Not all Customer Relationship Management systems are created equal — which means before you do anything you need to choose the right one. Take into consideration the sales team, an in-house customer service team, or cloud based personnel. It must be easy to access the data within the Customer Relationship Management system (CRM) in-house and remotely.

Next, you need to make some realistic estimates about the amount of data that you’ll be storing, ease of use, simple tracking and place a value on your CRM and do not consider it as an expense. Then use this information to help make your CRM selection.

Keep in mind.CCM

A CRM is an investment in your customers, every employee, from the top on down, that need to be customer active daily. A CRM is also a motivator for companies to shift their focus from commodity to customer-centric, thus gaining another strategic advantage.

There is a positive effect on every employee that interacts with customers and their management team. Take in account that the Customer in CRM helps you see the big picture in your company, what and how the company is functioning and where it may be going.

The following 10 points are a starting point when considering a CRM. For example, what information is needed from the CRM that will help you and the management team to estimate the amount and type of data. With a CRM, all the data you need for decision making, is in one place, helping you respond to a positive or negative situation in real time.

EnergizerCroppedUsing a CRM energizes a direct marketing strategy and enables the push toward a customer-centric marketing strategy because of the importance of your customer data. There are many CRM’s available for purchase that meet the needs of many companies.

  1. 1.Match your products or services to customers’ wants/needs. Your CRM should give you a picture of your customers’ buying patterns. This allows you to customize offers for any direct marketing, email campaign, or other communication channels used by your customer traffic patterns and prospects.
  2. 2. Select new lists or networking opportunities that fit the profiles of existing customers. The simple existing profiles of your current customers can expand accordingly as you learn more from Google Analytics and other data sources. Website landing pages and call-to-actions are critical to capture data on prospects and customers visits.
  3. Maximize personalization of communication and offers. This is a proven method that increases response. Address your customers by name when offering them a discount or a new product that will peak their interest. The use of personalization grows more important each year and now it’s expected.
  4. Provide ongoing interaction with your customers. Out of sight is out of mind. Keep in touch with your customers with regular communication. ByOuttaSite doing so, you are creating an awareness that triggers consideration and helps to builds loyalty. If you have savvy customers and prospects, use a variety of channels, as in multi-channel. Many CRM packages feature the capability of consistent communication.
  5. Pinpoint timing and frequency of promotions. Learn who responds and when they do may alert you to a forming marketing demographic pattern. Use the results to spread offers out to the customers and your prospects. You can also use this method to initiate a response to your competitor’s offers. Don’t forget to analyze and measure.
  6. Measure response and be responsible for results. Direct marketing is measurable. Websites are measureable. Just about any channel you select, isCustomerResponse now measureable. Yes, even direct mail. Evaluate them for its impact on a specific marketing goal. When results aren’t satisfactory, go back and analyze what went wrong.
  7. Create offers based on customer feedback. Enter customer requests and feedback into a CRM. As you test different offers and promotions, compare the responses of each to see if one or the other provides better results. Survey your customers with questions that provide suggestions for potential offers to make in future campaigns!
  8. Demonstrate that your customers are valuable assets. Use a CRM to record workshops, presentations, or a customer rewards/sales incentive program. These programs have a history of building brand loyalty.
  9. Show customers you care about their opinions. Conduct a customer satisfaction survey periodically. If you hear back from inactive customers, make it a personal goal to find out why they left and what it takes for them to return.
  10. Always remember that a clean CRM is a quality CRM. And a quality CRM results in a valuable business tool that is an asset to your business. Update data daily.

Summary

I am always asked why a majority of the CRM’s fail at some point or another. The biggest failure is the lack of everyone using the CRM as designed. People become lazy and hope the next person will fill in the blanks.

I admit in the beginning, the late 80’s they were extremely hard to use. Even today with more user friendly CRM’s, it’s best to start simple and make sure everyone is on board with the CRM. Today there are many CRM’s available and almost impossible to find one that will not work for your company.

Quotes about data and additional reading.

“There was a failure to communicate.”

Data driven marketing, it’s all about data, it’s all about action. Gaining a 360-degree view of customers is one of the most important marketing goals in our digital world. MarketingDoc

Read: Big Data, CRM

DataManagementCommunication is a two-way street. Data management is a two-way street. Data must be collected, analyzed and recorded in a CRM.

Everyone has different customer types. Not all customers are created equal. Identify what key factor(s) set one apart from another and segment your users from one another. Reid Carr, Red Door Interactive.

Read: How To Create The Essential Data Analytical Mindset…

Data is what makes strategic direct marketing work at its best. A strategic customer-centric marketing platform excels with great data.

Understanding your customer better isn’t as complex as you might think, but it does require a thoughtful analysis of where and how you can collect meaningful data. Scott Gerber

Read: How Data Can Inspire Your Marketing Team.

WeLuvDataIf you need help or have a question or two you can reach me at marketingdoc@live.com or fill out a contact form at MCG.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical journey to learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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How To Create The Essential Data Analytical Mindset…

MindWhitoutDataand become more creative in marketing.

A website hosting company offers a variety of tools to use for checking your website statistics. You can track data hourly, daily, monthly or whatever time period you want to analyze.

Here is a list of website terminology as provided by my hosting company.

Hits: A hit is a request to a web server for a file. This file can be a page or even an image. Because a page may share a couple of files, a hit does not mean one file.

Visitors or Users: Our hosting company prefers visitors. A visitor is just an identifier of a computer, not a person.Relevancy

Unique users or visitors: An IP address plus a further identifier as a web cookie. I view unique as a better indicator of visitor value. Also, it’s the lower number of website users and visitors from the hosting company.

Page views: a request to load a single HTML file (web page) of an Internet website.

MakeupFaceB&WUse eyes-wide-open when analyzing website data.

I use GOOGLE ANALYTICS daily and record my data from each website in an Excel spreadsheet.

I am especially interested of the time a visitor spent on a particular page, an article or a landing page. It is an indicator of interest of a particular post or page that needs further interpretation.

When I enter my Google Analytics dashboard, I click on behavior, all pages and the articles selected are listed in order of top traffic down to the least.

If you are using landing pages, or need an entrance or exit page, there’s plenty of data here to collect.

What about new site visitors? Using direct marketing techniques to reach more customers, there’s a place to see how your ideas are working.

Check out your audience in the dashboard and click on overview. Google lets you pick and choose data appropriate to your needs. I separate my audience in direct, referral, and search traffic. Google places all this data into pie charts for a quick overview.

Google separates the data into returning visitors and new visitors, by numbers and percentage. Scrolling downward in my dashboard, I learn average session duration, bounce rate and new sessions.

Looking further at average session duration, it is broken into 3 parts; direct, referral and search traffic.

WeLuvDataKeep learning, keep studying data.

As you can see there are many options present in Google Analytics. As a direct marketer you can get most of the information needed to check and change your approach to get the best advantage from your marketing data.

Start small and keep expanding your analytics based on what your customers are telling you through their data.

Look closely at your data for trends, such as what is a better day to send a marketing message. Or time of day. I found that sending an email during the third week of the month right after the noon hour, got me the most opens.

OutOfTuneOn final note. Data analysis results may vary from one team member to another. This paints a wider horizon of ideas, leading to more creativity and eventually, a bigger marketing response rate.

I created many direct marketing campaigns with less information but used what I had to the fullest.

 

If you need help or have a question or two you can reach me at marketingdoc@live.com or fill out a contact form at MCG.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my customer’s typical  journey to learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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How Data Can Inspire Your Marketing Team

DMS_V902Inside_Page_1_Image_0006.jpgAre you delaying customer analysis because you’re not sure how you would react to data?

Do you think it consumes too much valuable time?

If you are using customer data analysis, what is the one thing you would do differently?

Data, when compared to now and ten years ago is quite different. Except for one thing. There may be more data available but when it comes to analyzing and recording data, its taboo.

Say it ain’t so Joe.

Data today is moving closer to actually hitting a much narrower target with a relevant message. That is not a taboo but a reality.

When incorporating digital marketing into your present marketing program, you’ll find there are many more channels at your disposal. How will you use them?BB-Cover_web

Disposal is one of the words with more than one meaning. As used above, the meaning is a special arrangement or positioning of something. That seems to work well with multi-channel in digital marketing.

If your marketing team still shies away from data analytics, but more specifically recording data into your CRM, your team uses the wrong definition of disposal.

Start looking at stats.

Data analysis is like milking a cow outdoors in January in Wisconsin. You never know how much you’ll get until you do it.

I recommend you start slowly looking at data analytics. You’ll quickly find out even the smallest amount of data analysis can be leveraged for a higher response rate.

DataCrossOutStatistical analysis that used to be seen only in the world of insurance and finance are now being leveraged by larger marketing departments. They need better ways to measure and understand their data, fine tune their analysis, and learning more about their customers.

Don’t get bogged down trying to emulate these larger companies. They have a lot more money to spend than you do.

Facebook stats, LinkedIn views and visits, the follows and likes on Twitter and even analyzing your email stats after a recent newsletter, can add to your thought process before the next newsletter is sent.WeLuvData

Just about anything you use to promote your business has data for you to analyze – so do it and then record it. You can thanks us later.

Thanks for reading and please share with others – except your competition! It is truly appreciated.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate!

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my typical customer’s journey to learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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How to Make a Good B2B Email Campaign Even Better

Email_DM_ImpactYour customers and prospects can be influenced to purchase your goods through a variety of marketing channels. There’s email, Facebook, Twitter, a call-to-action on a website, text messaging, LinkedIn, and even direct mail. It’s always recommended to use the channel of choice favored by the people you want to read your message.

Email marketing, as a communication channel in use today, comes highly recommended for B2B marketing and sales organizations. Most if not all businesses today have a website. Along with the website, corporate email is a given. So, where does email come into play?

There is a lot of abuse regarding email addresses. Besides spam, many people who promise they won’t share an email address, do.

If there is a lot of lead time required to get a new customer, an un-welcome email is usually not a smart move. Aggravate the wrong person with an unwanted email, such as the same one he received 3 months prior, you’ll likely lose your place in line.

When starting a quest looking for new customers, play by the rules. Having prospects opt-in to your email database is a good rule to abide by. Adding another communication channel into the mix is a great idea.

For example, direct mail is one of the safest communication channels to get the information needed for an introduction of your company’s products and services. Aligned with email, you’ll find another communication channel, if there is one.

One last note, be patient. Your time is well spent on learning more about the company, your contact, and his or hers need.

Reading our website article, “B2B and Direct Mail Work Well Together” will surely give you an idea or two.

Still looking for more? Try “Email Marketing with Direct Mail is A Lead Magnet!”

Thanks for reading and please share with others – except your competition! It is truly appreciated.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate!

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my typical customer’s journey to learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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Five Marketing Lessons Learned to Satisfy Your Customers…

WeGotDataand steal a few more customers away from the competition.

Imagine if you were able to accelerate your message frequency to customers and boost response with the same marketing budget you use today.

Then, imagine directly reaching customers online – just like you do offline with traditional marketing – but at a much higher frequency of touches and never go over budget!

It’s not a dream. Let me explain. A recent article in Direct Marketing News stated that many corporations do not have, or lack the resources to fully engage with their customers. A lack of talent and commitment from the corner office is holding these projects hostage at many large corporations.

If you are a small business with 500 or less employees, you should grab the bull by the horns and build a multi-channel marketing platform to grab hundreds of big corporate’s customers. Stealing a few customers from your competition is also within reason.

  1. Don’t waste time on building a strategy.

ToolBoxlThe two best strategies I recommend are Direct Marketing and Customer-centric Marketing. After all, Direct Marketing means direct to the customer. A Customer-Centric approach means you know something about your customers to deliver a relevant message. Start thinking as such and you’ll see first-hand the two strategies work great in unison. If your strategy is on a white board, simple take a picture of it for future reference.

  1.  Use the glue that keeps it all together.GreatData

Data, data analytics, and data management are the work horses that hold the marketing platform together. If you don’t understand data, find someone who does understand marketing data. There are more people available today who understand and can interpret marketing data than two to three years ago.

  1. There are many advertising channels to choose from.

ChannelChangingIf you lack a lot of customer data start simple, test and learn from your mistakes. Direct mail is usually a great place to start data collection because everyone has a mail box.

Add email to the mix. Using the Pareto Principal, 80% of mail addresses have an email address. If you start out with direct mail, use a landing page or QR Codes to capture email addresses.

Eventually, you’ll have enough information and data, which will make multi-channel your double-digit marketing response of choice.

  1. Besides having an address, use direct marketing mail techniques of offers.Sharing

Most if not all direct marketing professionals have a very strong motivation gene in their DNA to go after the consumer tooth and nail. For instance, they write powerful copy.

Direct marketers know they need an offer no one can refuse. Dazzling design pulls the reader into the mail piece. Some of us say frequency of messages is like finding a pot of gold, especially if you can do it below budget.

  1. Customers like to play coy.

Direct-Removal_v1In today’s economy, prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with your brand. They want to make their own decisions. This decision could be in two weeks or two months before they make a purchase.

With the capability of better web searches, social media and even communication with business associates, there is literally a mountain of information available for a consumer to gather. That’s a big reason frequency is an important direct marketing tactic used successfully with multi-channel communications.

Cross-selling and multi-channel communications get a better response. It even makes your customer service better. The list of accolades for a great customer information and data list is lengthy.

Customers that receive relevant messages have a tendency to respond. Revenue increases with every marketing campaign. Add as much information as possible to your database. Data is the key for better business and more business for the future. Start today.

Thanks for reading and please share with others – except your competition! It is truly appreciated.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate!

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my typical customer’s journey to learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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Thinking About A New or Refurbished Content Marketing Program In 2016?

LinkedIn-Post-Nov20Here’s four ideas to think about adding to your content marketing.

News1. Why Content Marketing?

The work force of today needs information to help them do a better job at acquiring and keeping customers. Many companies are providing educational and instruction courses on and off line.

2. Do you provide products that YOU think are simply ready to install?

Though it may seem simple enough to install, has your engineering team created new features to enhance your products and services? Performance? Pricing? Being known as an industry solution provider is a great branding technique to share with anyone.

When providing good, educational and instructional content, for your products and services, readers have a place to turn to for help. Content marketing is a Contenttestament to the notion that people don’t want to be sold to — they want to be informed, empowered, engaged and always innovative.

Think about the sociological implications of content marketing. We all know the traditional methods of advertisements are aggressive. But not content. If content is not informational and educational, then it’s not content marketing.

3. Content marketing is far-reaching, enduring and beneficial.

As opposed to advertisements, and other types of promotions, content marketing is timeless. Content when published never goes away.

Innovation is a must have powerful tool to write about. Especially when it satisfy the needs and expectation of your customers. Not just on the engineering side, include marketing and sales. Innovation seems to occur more frequently when you have a mixed team, each one bringing their own thoughts for discussion.

Empowering your team to collaborate with customers to learn the ways they are using the product, is a great place to start, or if already in place, to write about.

The ability to reach a large audience with a quality piece of content can bring notoriety and kick up the company’s ROI a notch or two. When it comes down to it, content marketing is an effective and lasting way to reach potential customers without destroying the budget.

Brands4. Content marketing is an economical way of branding for your business.

Most companies use content marketing strategies because they wish to build a reputation for themselves which is not possible in any other way for a specialty business.

With the help of a good content marketing strategy, the readers your company reach, feel much better about who you are and about the facts related to your expertise.

On a tactical side of marketing, content marketing is a very good SEO tactic which helps to bring more traffic to your website. SEO experts love to use content marketing, because this is a good way they can attract targeted traffic to a website.

Strategy-WIn summary, strategic content marketing:

Provides timely and better content –

The writing exudes strong industry knowledge and innovation–

Your team uses analytics for measurement and relevancy.

What about gated content? There’s been much debate about this issue. If you do case studies with a lot of data or thinking about writing an eBook, you may want to share those first with your customers. Eventually test them with Call-to-Actions and landing pages. You’ll have your answer.

MediaCalendarFor additional ideas on content marketing, such as a media calendar and research ideas, please visit this post from November of this year.

If I can assist you in any of your direct marketing endeavors, please reach out to me.

Thanks for reading and please share.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically our mcgMarketing-eVal.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my typical customer’s journey to learn more today! Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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You’re the toughest critics I know…

Heart300dpi

so let’s have a PBR and I’ll share my love!PBR-Link

Heart72dpiWho are your customers? Why should someone buy from you rather than your competition?

Is the answer your 30 second elevator speech? Maybe it’s in your USP? In your sales presentation? Maybe the answer is on a prominent page of your website?

I ask a lot of questions when I assist companies in ways to improve their marketing. Questions answered provides me with the information I need.

Heart72dpiI’m always in a problem-solving mode. That puts me on the customer’s side of the table.

Trust is an important reason why I get on the customer’s side of the table.  My focus is no longer selling to the customer, but solving their marketing problems. For example, how do you get and keep your customer’s? Better customer data. Data unlocks the door leading to the many paths customers take to make a purchase.  

Heart72dpiDo you provide a solution targeted to your customer desires? As a marketer I’m always one step ahead of what the customer needs. Some actually tell me and others say so with their data.

Marketers are always looking for better ways to capture customer data. Once captured, data management lends a hand toward marketing success.

There is one story I want to share with you. It’s about a company that rejuvenated their brand by listening to their customers and not by spending a gazillion dollars on advertising. They used guerilla marketing to gain a better understanding regarding their customer’s passion for their beer. I recorded the key points in a quick read case study.

Here’s the link. It’s a story regarding customer research and service by a brewer of Pabst Blue Ribbon beer. It answers all the questions I asked above and then PBR-Linksome. If you’re looking for a creative way to gather customer information, this case study is for you! It’s an approach anyone can use to learn more about their customer’s.

We own the website where we store case studies and other content, so you rest assure we don’t share any of your data. All we ask for is the email address where you want your report sent.

Jazz-BandOn a final note.

Whenever I’m in Chicago, I always stop by a restaurant or a brew pub. It’s not unusual to see Pabst in the menu’s beverage section. Pabst Beer is definitely a blue collar brand, but more importantly, loved by hipsters and the like. It’s a great study how the people at Pabst used marketing research to drill down further to the core profiles of their customers.

If I can assist you in any of your direct marketing endeavors, please reach out to me.

Thanks for reading and please share.

Marketingeval_logo4WebYes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate.  Specifically our mcgMarketing-eVal.

Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my typical customer’s journey to learn more today! Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

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If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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Knowledge is power…

KnowledgeIsPowerand how knowledge rules.

Every day, many different direct marketing projects come across my computer screens and even in the mail. The copywriting usually catches my attention immediately. Next, I examine the design of the material, and note how the visuals add to the copy. In this casual mode of observation, the impact of either element is what catches my eye immediately and sometimes, what I hear.

OpenDoor

Impact is required in order to keep me reading or assessing the visuals. For example, this nicely painted wall, is just that. It’s about as exciting as watching the paint dry.

ThePunch

However, with a person’s fist punctuating the wall, it does get attention. The sense of feeling is a nice added touch. Most people can envision the face of the fist puncher, which is more than likely in a dire look of pain.

IMPACTv1

Now look at the added word “IMPACT.” In this case the designer used the font Impact in all caps. In the internet world, we all know when words are capitalized, it means a person is shouting and probably angry at the reader.

IMPACT!-1.-2.-3.

Some readers may have thought about blood from the possibility of torn flesh. The red color of the font and the exclamation point are both for added impact. The color red is the color of choice for a click-through button, driving the reader to a landing page. Which red color has more impact? And what’s the 1.2.3.? Just to make sure you look for four below.

It may look or sound easy…

A lot of work is involved when it comes to generating an Impact statement in direct marketing. I always recommend creating more than one measure of impact. Then test it with existing customers, in social media and compare it with your competition’s marketing or a company whose marketing you admire.

During the recent Thanksgiving Holiday, many companies used Black Friday and Cyber Monday as an impact point for their products. In my opinion, these two days were all about customers getting deals and saving money. A lot of companies went along for the ride. Were they satisfied with the results?

Knowledge Rules

I don’t disagree with either day promotion. Some companies use it to reduce inventory and prepare for the next year of selling. For many retailers this is their prime time of sales for the year.

If this does not include your company and you’d rather have consistent selling throughout the year, here are a few ideas you should consider.

1. Evaluate your marketing.

Every year, advances in technology have had an impact on what you can and how you sell your product(s). Our mcg-Marketing eVal will take a lot of the guess work out of your marketing. We look at the “Big Marketing” picture – from your strategy on down to the marketing tactics.

Visit our website, Marketing Communications Group for additional information and special pricing. Priced especially for the small business.

2. Extract knowledge from your customer data.

Look at your data recorded from customer surveys, the research of your competitive marketplace, and employee customer service reports for ideas on how to tackle building your impact statement(s).

3. Share the findings with all your employees.

Sharing is a tangible and valuable research tool. When employees have a say in marketing when communicating with customers, the reward is happier customers and employees. Utilizing it effectively provides a valuable marketing advantage.

ThePunch4Impact4. Share with your customers.

Sharing the value of information your company marketing possesses and using marketing’s capability with your customers, increases their satisfaction level.

If you are a small business, add the power of your knowledge to the reasons why people do business with you. You will find the IMPACT statement you were looking for.

Thanks for reading and please share.

Sign up today for our monthly email, Our Point Of View.

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Bonus: If you like this post, grab a FREE edition of Direct Mail Success for more Ideas!DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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