Analytics can be a tough nut to crack –

here’s what I do.

NutsYel3Understand analytics and stats at a lesser level can even increase your direct marketing response.

Are you delaying analysis because you’re not sure how you would react to data? Or do you think it consumes too much time? If you are using analytics, what is the one thing you would do over?

In a recent speech, the postal service CIO, Jim Cochrane, stated in his presentation, “that the direct mailers were the first movers into data analytics. List brokers are the original data brokers.” Back then, this was a much simpler time in direct marketing.

Data when compared to now is quite different. Data today is moving closer to actually hitting a much narrower target with a relevant message.

In the digital age we have many more channels to use. I recommend you aggressively start looking at web analytics, Facebook stats, LinkedIn views and visits, whose following you on Twitter and analyze email stats after you send out a newsletter. Just about anything you use to promote your business has data for you to analyze – so do it.

Start looking at stats.

Data analysis is like a milking a cow. You never know how much you’ll get until you do it. Statistical analysis that used to be seen only in the world of insurance and finance are now being leveraged by marketing departments to better understand their data and fine tune their analytics.

Most website hosting companies allow you to check your website statistics, such as search traffic, home page visits and so forth. I look at these stats weekly to determine if I see any trends are forming.

But I don’t stop there. I use GOOGLE ANALYTICS daily and record my data in an Excel spreadsheet. I especially love the time spent on a particular page, article or website by visitors. I know that more time spent is a quality visitor, and a quality post people have an interest in.

I like to keep track of my site visitors and unique visitors. A site visitor is one who only visits once and a unique visitor refers to a person who visits a website more than once within a specified period of time.

I also keep track of new visitors and what the percentage is of new visitors per site. For example, my direct marketing and mail website has on average 75% new visitors. The site has a lot of articles posted for people to read, hence the high percentage.

This blog gets a very high amount of search traffic and page views. This data is very important to me. The larger the page views per post tell me what you like reading about. It also helps me to share information in a particular group on LinkedIn or even in an email.

A marketer can learn enough to understand what the customers or donors are responding to and learning about these results through analytics, meaning the next campaign can realize a better response.

Keep reacting to stats – people are sharing their information for a reason.

Start small and keep expanding your analytics based on what your customers are saying through their data. Level off when your audience says so – through their data!

Look closely at your data for trends, especially the visitor data moves which can ask more questions that can give you answers. Learn what answers maybe forming a niche. The answers can increase the level of a person’s creativity for the next campaign.

If you haven’t visited our customer profiles, data and a Customer-Centric Management system page on our redesigned website, please do so. There are plenty of additional reports you can download to assist you in your data journey.

If you’re not sure where to start, take a look at our mcg Marketing-eVal program for small businesses that want to grow! It’s a cost effective marketing evaluation with recommendations and guidelines to make your company marketing better! Call me today with your questions on how I can help you meet your growth goals. I’ll be happy to share what I have learned about marketing and a small business.

When you click on the eVal link you’ll have an opportunity to get a copy of our latest small business report, “Our Top Ten Lists of Marketing Essentials Required for Small Business Success.” In addition, learn how you can get a free 1 hour one-on-one with the Doc.

Please share and let me know what you think.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


NewLogo© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

categories Data, Marketing, Strategy | comments Comments (0)

Reaching outward or driving inward…

There’s a whole lot more to marketing today!!!

ParetoI realize that is a “loaded” statement. There is no one answer but many. That’s way too many Gigs for a blog. Maybe a simple analogy will get us closer to a right answer for each of you. And a lot less space for the digital footprint.

For example, most small businesses probably earn 80% of your revenue from 20% of your customers. And for the most part, you probably enjoy working with your customers and wish you had more. Or more prospects.

The reliable 80/20 Rule…

How did we arrive at this 80/20 rule? Based on our company files, we’ve completed a marketing project for over 2500 companies in the last 30 years. I asked similar questions to many of these companies and the answers were very close to the 80/20 rule.

The 80/20 rule is not my creation, but if it was, it would have a different name. Do a search at Wikipedia and you’ll find that Vilfredo Pareto came to a similar conclusion. He found that 80% of the land in Italy was owned by 20% of the population in 1906.

How many of your customers would switch to another company for better services? Most people will switch for better service. When I hear the word most it means a majority. Does the 80% figure apply to your customers?

There is outward marketing…

When you think of outward marketing, think of the “Mad Men” TV show. These advertising agencies created  tactics such as print ads, TV and radio commercial, and had huge budgets to work with.

You can even add direct marketing and mail to the outward marketing approach. Does anyone remember getting a free 3.5” disk in the mail?

Direct mail became so prevalent and cheaper than anything a “Mad Men” could put together, businesses adored using direct mail. At its peak direct mail was priced like a commodity. I do believe the rally cry was “to spray and then pray!”

Then there is the inward marketing… in the digital age.

Inward or inbound marketing is way your customers come to you when they want to visit. This means you need to attract them. Yes, a blog like this is a good example. Thanks for asking.

If a blog attracted a reader your content must provide a need to your visitor. Your company must be accessible in the digital age.

A business must know their customers. They need to know what they want, what they like and how should the business deliver it?

What does this mean for a business?

The “new way of marketing” means better services for your customers and more revenue for your business.

  • If a customer wants more, that more can mean a new product to build.
  • If a customer gives you more personal information, use it to their advantage.
  • Analyze your marketing data (because you can) to meet customer needs before they ask.

 

The point is that you can still use outward with inward marketing, but it all depends on your customers. Unless of course you have all the money the Mad Men spent on their three martini lunches.

Download a FREE copy of our Direct Marketing and Content for marketing service providers INFOGRAPHIC now!

If you’re not sure where to start, take a look at our mcg Marketing-eVal program for small businesses that want to grow! It’s a cost effective marketing evaluation with recommendations and guidelines to make your company marketing better! Call me today with your questions on how I can help you meet your growth goals. I’ll be happy to share what I have learned about marketing and a small business.

When you click on the eVal link you’ll have an opportunity to get a copy of our latest small business report, “Our Top Ten Lists of Marketing Essentials Required for Small Business Success.” In addition, learn how you can get a free 1 hour one-on-one with the Doc.

Please share and let me know what you think.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


NewLogo© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

 

categories B2B, Marketing, Strategy | comments Comments (0)

Data, Data Everywhere…

Hear what three people are saying about it today!

DataData seems to be on a lot of marketing minds. At Christmas, we bought one of our daughter’s boots from Amazon.

Last weekend I received a text from her asking us for our opinion on two walking shoes she was considering at a local store. My wife and I agreed on the same selection and ultimately our daughter bought that shoe. Tuesday an email from Amazon recommended the same shoe she already bought. Makes you wonder.

MarketingDoc, Chicago, IL

Across the pond…

“Well, strangely, my company has been asked about our Data Regeneration and Construction Services, more in the last couple of months that in the previous year.

Companies want to clean and enrich existing customer data banks and increase their trading accounts, by developing the contacts they already have, but have been neglected, or have allowed them to drift away.

In this so called Digital Age, the integrity of customer data banks is vital, especially with huge “Bounce Rates” being experienced with E marketing Campaigns.”

Eric Cooper, Get2Market, Walsall, United Kingdom

US Postal

“Soon you will be able to know where your mail piece is whether it is a flat, letter or package – once a logistic, commingled, or drop shipper picks it up – even before the USPS gets its hands on it.

That info will pass directly into the USPS system so they can plan and see where the heavy loads will be hours and days before it reaches the USPS.

There is a lot of work and testing going on and there has been for some time behind the scenes at the USPS.

For those that do not get behind this they will be left behind, period. Technology is here to stay and advance the mail experience.

The days of just printing and mailing are over. You’d better be on the train leaving now or you will be left behind.”

Robert W. Bell, AccuZIP, Inc. Atascadero, CA, USA

The answer is…

React to change and learn how to adapt to it.

Got questions regarding your data? Do you wish it could be easier to understand? Does your boss want it to be better? Your partner?

If you’re not sure where to start, take a look at our mcg Marketing-eVal program for small businesses that want to grow! It’s a cost effective marketing evaluation with recommendations and guidelines to make your company marketing better! Call me today with your questions on how I can help you meet your growth goals. I’ll be happy to share what I have learned about marketing and a small business.

When you click on the eVal link you’ll have an opportunity to get a copy of our latest small business report, “Our Top Ten Lists of Marketing Essentials Required for Small Business Success.” In addition, learn how you can get a free 1 hour one-on-one with the Doc.

Please share and let me know what you think.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


NewLogo© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

 

categories B2B, Data, Marketing, Strategy | comments Comments (0)

Be Careful What You Wish for…

WishingHopingit may not be what you’re willing to pay for.

A client I worked with for approximately 20 years called me a few weeks ago and asked me “What’s going on?” I told him just tidying up my blog for next week’s publication. His response: “Oh, you’re one of those people who want to pontificate profusely on the flavor the week?

After a little more bantering back and forth, telling him I love to share what I learn, (which may have come from one of his projects), we set our next lunch date to continue our very friendly discussion.

In reality he knows how much I love what I’m doing and he misses the business life after the sale of his firm about 10 years ago. No offense, there is only so much bad golf or Chicago baseball to put up with day to day. I need to keep moving so the moss will not grow. Thank you Mick Jagger.

Why I started to blog…

I truly love writing this blog as well as my other three (Constant Contact, Google and LinkedIn) on a periodic basis. I get many ideas from the discussions I interact with in LinkedIn, (I’m in over 30 groups) as well as Twitter, which is my news and sport channel of preference. Plus, I hear what other people in my profession are doing in their professional careers and see how I can apply an idea or two to my company or for my clients.

Returning back to my retired client, he earned his money as an air freight agent and messenger service in northern Illinois. I can’t remember the last time I had a messenger drop off something at our office. It turns out, he got out at the right time.

I’ve got some good reasons…

My client was a man who never had a plan. Unfortunately, it can be a struggle for most to actually build and learn from a plan.

I even met other people whose revenue from a single customer was abnormally high and downright scary (one was about 70% of total company revenue). I’m not sure how anyone can sleep nights without one (a plan) or definitely with the other.

Here are a few recommendations to help you stay in your game without wishing.

1. Plan – Plan- Plan.

2. Learn –Learn – Learn.

3. Evaluate – Evaluate – Evaluate.

4. As soon as you think you have it made, return and start with number 1.

If I inspired your thinking, here’s a link to a recent post on LinkedIn, “Seven sure fire ways to smoke the competition… using the tried and true methods of direct marketing.”

Got questions regarding your marketing prowess? Do you wish it could be better? Does your boss want it to be better? Your partner?

If you’re now sure where to start, take a look at our mcg Marketing-eVal program for small businesses that want to grow! It’s a cost effective marketing evaluation with recommendations and guidelines to make your company marketing better! Call me today with your questions on how I can help you meet your growth goals. I’ll be happy to share what I have learned about marketing and a small business.

When you click on the eVal link you’ll have an opportunity to get a copy of our latest small business report, “Our Top Ten Lists of Marketing Essentials Required for Small Business Success.” In addition, learn how you can get a free 1 hour one-on-one with the Doc.

Please share and let me know what you think.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


NewLogo© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

 

 

 

 

categories B2B, Marketing, Small business, Strategy | comments Comments (0)

Three ways to increase your luck…

LuckofTheIrishwithout having to kiss the Blarney Stone.

How many times have you heard someone say – Some people have more luck than sense. Why are some people born lucky? She has all the luck.

Now that St. Patrick’s Day is behind us and you weren’t fortunate to find a pot of gold, here are three techniques that I know can increase your luck.

A. It’s lucky I was listening.

This is what I find in a business that focuses on what their customers are saying and take the time to learn their changing needs. A profile of an excellent customer today can change tomorrow.

Luck is what you make out of it. Good preparation of your business model and strategies open the door for luck to enter. It’s what you do with luck to make it a winner.

Unmitigated luck only happens in lottery dreams.

Or when you take a walk and just happen to find $10 million in gold coins.

Stop dreaming, start doing. If you think potential customers are going to wait for you, then stay dreaming.

B. We’re lucky we’re creative.

Creativity does increase ideas. I continually remind myself in marketing there are so many variables, especially in the mind of customers. What works today may never work again.

Analytics, surveys and testing can make you a better marketer, providing more effective marketing solutions. Analyzing results gives us more ideas and better creativity to make marketing work. Not on such a grand scale, as a fortune 500 company for example, but still better results leading to more sales.

Not every customer profile of your target is always correct. It would take luck to do that. The human mind is a complicated mass of gray matter. To tackle that mass of matter may take you down many paths. You may even find a pot of gold.

We live in a world of fierce competition. People are starting to think in “milliseconds” thanks to the internet. The noise gets louder every day making us raise our voices to be heard. This is a good time to switch to a channel experiencing less noise and shouting.

Think mailbox. You just may get lucky.

C. It takes a lot of luck when using social media.

Not if you look at social media with this mindset - Social media is a PR (Public Relations) opportunity not an advertising vehicle. That may be an opinion of lucky marketers. Social media is a great channel to learn more about your customers.

When you write for social media, the copywriting must attract the attention of the reader, arouse interest in your product or service, and help to convert that reader into a customer. But your job is far from over.

Analyzing results leads to more ideas and better creativity to make marketing work harder.

Social media can generate a lot of interest and gets people to stop by.

Summary

The rest is up to you. People fail at all three of these steps more than you can imagine. Maybe they ran out of luck or failed to start doing.

Please share and let me know what you think.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


NewLogo© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

 

 

categories B2B, Customer-Centric Marketing, Direct Marketing, social media, Strategy | comments Comments (0)

Which of the following fundamentals of direct marketing are true or false?

FunnyCaesarLast week, my friend Caesar and I challenged you on what is a myth or a non-myth when using the techniques of direct marketing and mail.

Below are the true or false questions with my answers. There are also a few links for you to click and learn more about direct marketing and mail. I recommend you test a few in future marketing campaigns.

1). T or F - The quantity of responses from a marketing campaign is the most important.

FALSE. A response rate is an important metric for analyzing a mailing. But a high response rate is not a goal in itself. If you’re trying to generate sales leads for a high-dollar service where the contract might be over $1 million, a single reply that results in a sale might give you a low response rate, but it would likely represent a significant return on investment. Your goal is not to maximize response but to maximize profit.

2). T or F - It’s a good idea to copy your competitors.

FALSE. It is a good idea to see what your competitors are doing. But it’s dangerous to assume that anything your competitor’s mail is effective. Far too many businesses spend a lot of money on direct mail that barely turns a profit. The mailers you should pay attention to are those that earn at least 75% of their profits from direct mail. And even then, you should test carefully to make sure their ideas work for you.

3). T or F - Testing the direct marketing message before delivering is a waste of time and money.

FALSE. One of the reasons direct marketing is recommended to use with today’s many communication channels is the ability to test. Testing allows adjustments to be made creating an increase in your marketing dollars.

While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. Here are a few ideas to ensure that you are testing properly and reaping the rewards of more effective and efficient direct marketing tactics.

4). T or F - Direct marketing and mail is all about making a strong offer.

TRUE. Direct marketing and mail is all about making offers. Whether you’re selling a product, promoting a service, driving traffic to a Web site, or bringing people to a retail location, the heart of any direct marketing will always be an offer.

What is an “offer”? Some people mistakenly assume that it’s a discount. It can be, but it could be any number of other things as well. Here are a few more reasons why.

5). T or F - You can boost sales with hard-ball copy.

FALSE. There are a few product types where over-the-top copy can work, but generally hard-ball messages destroy credibility. You can’t make people buy something they don’t want. All you can do is deliver the right message to the right list. And the right message must be credible.

6). T or F The style of direct marketing and mail copy must be persuasive.

TRUE. Your copywriting must grab the attention of the readers, (peek-a-boo), focus on them and not your company, differentiate your product or service from your competition, tailor your copy to different niche segments and the channels you’ll use and why they should buy from you and no one else.

That’s a rather long sentence but it’s not very often you see five tips as promised in the first sentence. Let me share a few ideas which can make your copywriting more effective in selling your goods, and reasons why.

7). T or F - Including a testimonial can help a company start establishing trust.

TRUE. Are you actually addressing people’s needs? Do they believe you? The simplest way to get your customers opinion is to ask them. People pay more attention to what other people say about you than to what you say about yourself. Testimonials from people who have had a positive experience with your company make the task of building trust easier. Whatever you do to build customer referrals and word of mouth, including frequent-buyer programs, prizes or discounts, will be well worth it.

Let me know what you think and thanks for sharing.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.

 
NewLogo© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

 

 

categories Direct mail, Direct Marketing, Marketing, Strategy | comments Comments (0)

The Ides of March brought change…

HailCaesarhere’s how to embrace it.

Change does not have to be as drastic, but in marketing, change is a requirement.

Last week I mentioned to a client about how hard our winter has been and said to her, “Maybe the Ides of March will blow all this cold weather back to where it came from no later than March 15th.”

Her response: “Yes, The Ides of March did have a good horn section.”

I wasn’t referring to a musical group, but to Caesar and his assassination that took the wind out of him on March 15th. Caesar was stabbed to death in the senate by Brutus and Cassius, and witnessed by 60 other co-conspirators.

However, I made a quick trip to YouTube and confirmed she was correct. The Ides of March were a rock ‘n roll band formed in the mid 60’s and had a very impressive horn section. I’ll take any type of change that will make the arrival of spring sooner rather than later.

What do you know about marketing and change?

Change is not easy for most, if not all of us. However, if you are involved in marketing, you know how quickly a customer may change his or her mind. Human connections are vital for success in marketing, so change is considered a constant.

The new way of marketing uses data, analytics, testing and other forms of measurement to make us better marketers. Marketers who use these tools are better prepared for change.

Even the smallest change can make a big difference. Knowing the fundamentals and techniques of direct marketing can help you through a period of change and enjoy more success.

Here are seven true and false questions regarding direct marketing you can answer to see how you measure up.

Which of the following fundamentals of direct marketing are true or false?

T or F – The quantity of responses from a marketing campaign is the most important.

T 0r F – It’s a good idea to copy your competitors.

T or F – Testing the direct marketing message before delivering is a waste of time and money.

T or F – Direct marketing and mail is all about making a strong offer.

T or F – You can boost sales with hard-ball copy.

T or F – The style of direct mail copy must be persuasive.

T 0r F – Including a testimonial can help a company start establishing trust.

Next week I’ll post the answers for you with the reasons why I selected True or False. If you want to know more about direct marketing and mail, stop by.

If you want to know about change, Google it!

The last time I looked there were over 1 billion responses for the six-letter word of change. Evidently a lot more people think about it than actually attempt to change.Jazz-Band

If you want a list of the ten highest miles-per-gallon cars, you’d Google the phrase.

If you want to check out the battery life for a new cell phone you may buy, you’d Google it.

If you want to see how good your present company marketing is, you’d click here.

Whichever Ides of March you prefer, Caesar and Brutus, or the one with the horn section, don’t wait around for change. Change is the one sure thing that happens to all of us in marketing.

Let me know what you think and thanks for sharing.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.



© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

categories Direct Marketing, Marketing, Strategy | comments Comments (0)

Is your present business marketing out of tune and out of date?

OutOfTuneHere are the warning signs.

Caution - If the following is your present marketing model, it’s time to move it out to pasture (be careful where you step). Read on and we’ll show you how to take the most important next step.

Today many industry companies are still using a reactive form of marketing and not taking full advantage of the newer digital marketing.

Quit hollering at me!

This reactive marketing represents what is seen on TV, in newspapers, and what we hear on the radio. In a small business, reactive marketing is a response to increase sales and revenue. Companies usually use direct mail, email or an outdated website hoping it works this time!

Companies using reactive marketing have products or services, old ones or something new just launching, and use those channels to shout loudly and frequently to create an awareness to which people hopefully will react.

But do they respond?

These same companies using reactive marketing know little about the people on the other end, just some simple demographic or primitive psychographic information.

They probably don’t know what these people want and don’t know their needs.

They don’t know their current condition - prospect or customer. They collect little or no data.

Yes, people do respond, but answer this – How much money do you want to waste?

Reactive marketing uses a lot of trial and error. It is incomplete. It’s basically a one way conversation. There is no engagement. It leads a company to keep spending. Shouting louder and increasing the frequency of the message.

In a small business I call that trial and error marketing. Trial and error is a big waste of your marketing dollars. This is the death knoll for any small business. How many customers have beaten a path to your door?

It doesn’t work. Change or be gone.

Change to what? Here’s a clue.

People seek to improve themselves. People want to save time. Given a choice, they’ll take a quick fix anytime over something that must be nurtured or pursued. The quickest and the correct fix is using our expertise in direct marketing and mail. I’ll be happy to teach you every step of the way.

You have a choices!

Evaluate your present marketing.

Start thinking strategically.

It will work if you give it the time to make it work. Guaranteed.

Let me know what you think and thanks for sharing.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.



© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.
categories Customer-Centric Marketing, Direct Marketing, social media, Traditional media | comments Comments (0)

Here’s how to get the most from a customer-contact management system

Don’t let this problem happen in your company.

JungleOfWireToday most businesses use some type of a customer-contact management system. I’ve seen a few built in Excel. MS Access was a common database program earlier in this century. Plus, there is ACT, other brand name software and even proprietary ones built for companies in retail, healthcare and so forth. I would bet you’d even find a few in the cloud.

The biggest problem I continue to see has nothing to do with the actual program. Have you ever heard the phrase, “Garbage In-Garbage out?”RedDollar

A considerable amount of B2B organizations have what I call a jungle of leads. If a contact is considered a lead in a customer-contact management system there is something skeptical about the lead.

For example, I met with a company preparing to launch a new product. I and the marketing manager looked at some of the data and saw quite a few “most recent contact dates” from 2011. That was the first red flag.

Further examination disclosed missing information, such as what product the contact bought and when. Yes, that was the second red flag.

Now a double red flag was thrown at us. Some of the contacts were not segmented and worse yet, contacts were missing email addresses.

RedFlag2If you are the marketing manager would you use this contact list?

Don’t laugh. In the past someone within a company recommended buying a new list of contacts for the new product launch. He recommended to merge this new data with the contacts already in their customer-contact management system.

Stop yourself. Don’t even think of doing that!

Guess what happens next? Sometime after this contact merger, usually within two to three months, the bloom is off the rose. The enthusiasm of creating a top-notch contact managementRedFlag2 system is slipping day-by-day. The truth is, the jungle of leads has been re-seeded. The only growth a company will see, is the customer-contact value slowly approaching zero.

An organization must have a process to determine what must be done to eliminate the spreading jungle. Today, finding the right lead that becomes an eventual customer requires a process. And the process must be easy, affordable, and profitable.

When a company does clean and update their list, they should also categorize and segment their list. Then the list becomes valuable. It now becomes an asset that grows with each and every update toward a very high positive number!

Is a customer-contact management system really an asset? YES and here’s how.

  • Organizations that harness the power of client information improve their customer service performance and increase their chance for long-term profitability.
  • Organizations that also segment their list into clients (those who spend the most), customers, and prospects proportionately increase the likelihood of a sale.
  • High quality, usable data fuels the success of targeted customer relationship management and direct marketing campaigns.
  •  It is the first step you need to take toward becoming a customer-centric marketing organization.
  •  Effective targeting enables you to increase sales by first identifying, then targeting smaller, more profitable customer groups within the total market.

Start weeding your lead jungle today. Keep breaking the contacts into smaller segments and use relevant messages. I can’t think of a better way to keep your customers happy and will even tell others.

Contact me if you need a few ideas. I use an exclusive system call PROSPECTATION. Just send me an email (marketingdoc@live.com)with PROSPECTATION in the subject line and I’ll return my three-step process that is sure to lead you to lead generation success.

Let me know what you think and thanks for sharing.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.



© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

categories Customer-Centric Marketing, Database, Direct Marketing, Marketing | comments Comments (0)

How to explore your marketing options

Stop dreaming, start doing.

oct22When people see a good advertisement or hear about a marketing campaign gone viral, some say, “Why can’t that be our business?”

Even when you read about a lottery winner taking away the largest jackpot in history, do you become envious? Or think, “I’ll never have to worry about anything again.” Think again.

The odds of either one of those happening are probably one gazillion to one. Or even worse, you’re still waiting for Santa Claus.

Stop dreaming, start doing.

If you are not making enough money or not reaching your goal, maybe it’s your marketing? How good is your marketing? Do you hope it will get better? That’s the easy way out, but how long can you afford to hope?

Spend some time on our website, but more specifically on our mcg Marketing-eval. It was created for small businesses that wants their business to grow using better marketing.

The odds are in your favor when you select a mcg Marketing-eval. When you start to initiate recommendations, better results will lead you to better marketing.

Stop dreaming, start doing.

There are three traits found in most successful small businesses in their marketing. These traits are 1) masters at knowing their customers, 2) building customer profiles and 3) using customer-contact management for delivering relevant messages… making a pure genius out of any marketer.

Even if you feel you have mastered these three traits but question if something is missing, then probably something is missing. I cannot begin to tell you how many times I’ve heard, “We know our customers inside and out.” Or, “Of course we market to segments and hope to add more in the near future.

It’s time to get it done!

Let’s face it – if you got this far and answered yes to everything, your marketing is lacking the necessary energy to make it better. It’s not your fault. Not every marketing path leads one to success. Not every customer profile you built is always correct. The human mind is a complicated mass of gray matter. To tackle that mass of matter may take an outside perspective.

Give us a call. It can take an idea or two to get you back on the right marketing path. Hey, I’m good for a free idea or two.

It’s a lot cheaper than buying lottery tickets and hoping.

Let me know what you think and thanks for sharing.

Got a question? Get an answer. 815-496-9900CallUsMarketingeval_logoV3

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.



© 2014 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, DepositPhotos, HubSpot or John Deuerling.

 

 

categories Customer-Centric Marketing, Marketing, Small business, Strategy | comments Comments (0)