MarketingDoc

The more you know, the more you'll grow…

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If business growth is all about your sales or marketing…

which one adds more to the bottom line?”

In a small business environment, the answer is simply— they both do. But that may change.

Let’s start at #SmallBiz marketing.

First, the purpose of all marketing is to motivate a prospect, client, or customer to act:

to call, order, buy, request information, visit your store, or whatever — to take the next step.

In this fast-paced, highly-competitive world of ours, making this happen isn’t always as easy

as it looks. The reason is that it takes a tremendous amount of planning and implementation

expertise to make a great response occur.

Your mission as a business owner or if you manage the company marketing, is to coordinate all the elements that lead to a successful campaign:

  • data,
  • lists,
  • copywriting,
  • visual impact,
  • testing,
  • timing,
  • frequency,
  • offers,
  • personalization,
  • postal rates,
  • website,
  • landing pages,
  • marketing automation,
  • automation compatibility,
  • social media,
  • and on and on.

Regardless of how much you market or how often you maintain communication with your customers, you’ll always want to seek professional guidance.  Why? Look again at the list.

Our list can easily cover additional tactics which would make the list even more daunting. It’s a good idea to have a direct marketing check list for each advertisement and marketing project you deploy. A “check list” can help you to achieve the greatest possible response to your direct marketing campaign, and achieve the best return on investment.

Sales and marketing.

Today, the future success of an organization’s marketing and sales planning is based on its business growth and development strategy. The strategy is a blend of marketing and sales that has evolved over the years providing results to keep the business growing. But somewhere down the line, business growth became stagnant. Now, when the company finds a new customer, an existing customer somehow disappears. It becomes more difficult to meet business growth goals.

Already, in this first month of 2017, a variety of webinars and content offers appeared telling us about the new “sales approach.” Yes, the business world is always changing, and so is marketing and sales. That was and is expected for the immediate future.

The best prepared companies are the ones who place a high value on a customer-centric strategy. There is more interaction with their customers and prospects. Change happens in their marketing and sales efforts, while not missing a beat.

#SmallBiz sales.

A first-class business growth and development strategy for a small business sales team is built on four basic business building blocks. These are:

  1. The business must have a complete understanding of their customers and prospects needs and wants, and sells them the products and services to meet them.
  2. A successful sales growth strategy requires a focus on the basic skills of prospecting, lead generation, and selling.
  3. A business must define “what is a sales lead” and what are the steps to take to nurture the lead into a customer.
  4. Provides a customer service strategy that encourages more and repeat business.

As noted above, some small businesses do not excel at both sales and marketing. A frequently used tactic is changing their sales approach in the short-term to increase cash flow. Though, it may work in the short term, problems are never solved relying on this tactic.

The correct answer for an increased bottom line is— 

So, the answer for the business owner lies somewhere in the “blending of sales and marketing.” To succeed, a business must envision marketing as a business development technique— a broad brush approach to build a business through a variety of marketing channels, including the sales team.

Summary

Sales and marketing in the business world always had a tough time working together for the good of the company – for example, revenue! I’ve worked in both for a very long time. It’s easy for me to see how they should coexist.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Do you know building better customer and prospect relationships…

will open many new opportunities for success!

How many soliciting calls do you get in a single day? If you have a good phone screener, probably not a lot. As I talk with other business owners I hear similar responses.

  • Someone mentioned they all turned to email.
  • Another said she found a lot of selling on Twitter.
  • Another told me there are way too many ads popping up on his computer screen.

Maybe I am seeing an opportunity. The opportunity I am talking about is using time to build better relationships with your customers. Or even better, solidify some less than better relationships with your customers.

If you recently deployed some exciting and relevant direct marketing programs, now is a good time to follow up and share.

Why to consider better follow-up.

Whether you follow up in person, email or on the phone, our human nature and our curiosity pushes us to want to know that our prospects received the communication we deployed, that they reviewed and read it.

So, naturally the first question that often comes to mind and the first one that comes out of our mouth is, “What do you think?”

It’s a good question. However, it’s a wide-open question. It’s so wide that it opens the door to hearing things you may not want to hear.

  • “I don’t think it’s legal.”
  • “I don’t have time?”
  • “Who are you? Oh, you need to speak with Tom. Click”
  • “I know all about that. It’s a pyramid scheme that began down in Nigeria. They take your money and you never hear from them again.”

Okay, that last one was a stretch.

However, by asking the question, you’re asking your prospects to analyze and critique your offering. This is something you may not want to do. Your prospect’s may not be qualified to give you a truly educated answer.

You’re asking your prospect to enter a conversation or discussion about a product or service they know nothing about.  Even worse, a “what-do-you-think?” answer can take you off on a tangent that is totally irrelevant to your product, your sales message, and your opportunity to increase relationships.

Instead, try asking your follow up questions this way: “What do you like best? What do you like best about the new program? What do you like best about what you’ve read, about the product, the offer, the service or the idea.” When you ask in this way, your prospects come right out and tell you their “hot buttons.” Now you are building a better way to a budding relationship.

  • “I liked the color choices.”
  • “I liked that free return and my money back with no questions asked within the first 45 days after my purchase!”
  • “I liked that five-year warranty.”

Then, just as the Apple Store opened their doors for the brand-new I-Phone, an opportunity opens for you to sell those positive factors that your prospects find so appealing. You reinforced their “like” instead of handling objections.

Summary

Give it a try. Then let us know what you like best about using this strategy. By the way, do tell us about how many new relationships occurred using this strategy.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a detailed report for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to Catch More Customers…

with the right marketing questions.

The small business market can be a challenge for many suppliers of products and services. Some people prefer to go after the bigger fish. Their reasoning usually centers on, “small business is such a waste of time. There’s more money to make working with larger companies.”  Yada, yada, and more yada. Plus, you’ll need the extra money for aspirin.

For some business people, it’s their personal satisfaction. In simple terms, any small business providing a beneficial product or service to the marketplace, may need outside expertise to build a better business. If it was easy to operate and grow a small business, everyone would have one.

Most rely on an accountant to keep the books sparkling clean. An attorney to guide them through the legal system. Many small business need marketing and advertising to grow their business. Usually when they are churning of customers daily and losing repeat orders from existing customers.

Every business, at some point, needs outside expertise. 

Attracting new customers is usually rather high on the to-do list of any small business. But advertising in the wrong place is not a solution. Others have a hard time finding a niche market and waste a lot of money going after a niche market the wrong way.

If you provide a product or service for a small business always strive for a “working relationship.” Take some time to learn more about their small business. You may provide a spark for a new idea. And then, they may need more of what you are selling.

If a small business has a good product and/or service to sell, that is a leading indicator for success. More than likely, the small business owner probably has a desire to grow the business even more.

A customer-centric marketing strategy helps you sell. For more info, click here or on the illustration.

This blog regularly discusses a customer-centric marketing strategy for a small business is a smart move in today’s business world. A quick definition is – to understand why the customer buys, how a customer uses the product or service, and what other need(s) the product or service can resolve. Sounds simple enough. Being an outside provider to small businesses, it can serve you well.

Another way to look at this is thru your “customer service.” So, ask yourself, do you really provide great customer service or are a few pieces missing?

When you talk with the small business owner simply ask, “What else can I do  to serve you better?”

Together, you and the small business team have the winning prescription to keep you and them, grow healthy for as long as you both like.

Thanks for reading. I’m available to answer your questions and share with you the right path for success. 

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll analyze your present marketing, learn your goals and aspirations, and prepare a marketing report of ideas for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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How to Build Your Small Business Marketing…

the right way bringing you amazing results.

There are a variety of practical steps to take for better marketing and advertising your company’s products and services to your prospects and customers.

Building your marketing and advertising is like building a home. There are many pieces, some equal in use and some are unique. The result is a very practical home meeting the needs of many people.

Today’s post is a walk-through of what you can build for better marketing results in 2017 and beyond. Even digital marketing. Social media. Just about anything you can think of to get a message to your customer, creating a reaction to purchase with an offer hard to refuse.

Keep in mind: There are no magic bullets, wands or séances in marketing and advertising. When you try to sell anything, you are dealing with another person. For example, why does an advertisement, when sent to your customers for a second time, have such different results? You’re not a mind reader, but analytics can give you a few ideas why.

You need a strategy on how you plan to sell your products and services to. You’ll need more than one strategy to reach as many people as possible.

First, I recommend using our direct marketing strategy. Direct marketing means just that – sending a relevant message directly to a prospect or customer who more than likely will make a purchase.

As the sales start to trickle in, strategy two, a customer-centric marketing should already be in place. Look at your product and service features. Now sell the benefits and not the features.

Based on what people purchased and how, start building customer profiles.

Don’t overthink when it comes to customer profiles. Start with simple goals. Capture a little customer data, analyze, test and record. Keep in mind – the value of a customer-centric marketing strategy is –

“Taking the time to listen to, talk to and understand your customers. In time, it can greatly increase your marketing results, customer acquisition and customer retention.” MarketingDoc, CMO, Marketing Communications Group, Inc.

Our definition is – Customer-Centric Marketing means to fulfill all the needs and wants each customer expects, with a passion to succeed, provide an extra step of service and do it all with a smile, and a strong value proposition to keep customers coming back.

Summary

Data Management is critical when using both direct and customer-centric marketing strategies. Without data management, everything else you built in marketing, is wasted.

Secondly, if you don’t record your data correctly, you’ll never meet your goals. Today’s marketing automation tools and CRM’s are easier to use. You no longer have any excuse not to use one daily.

Thanks for reading. I’m available to answer your questions and share with you the right path for success. 

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Long Reach – Straight Reach – Goal Reach – Reach Out

Or how to reach your advertising response rate goal which is surely needed.

The old time boarding house of the early 1900’s introduced something called “the boarding-house reach”– the distance you could stretch your arm across the dinner table to grab a slice of fresh bread or the butter without asking any of the strangers at the table to pass it to you.

To have a good reach meant that you could pick up just about anything on the table with considerable finesse and anonymity.

Funny thing, reach has a variety of meanings. Like, to reach a contact with or communicating with an old friend or customer. Or, the rental property we stayed in on our vacation last summer, reached the shore.

If you are in sales, to aggregate or amount to as, “Benny’s sales reached over a million dollars for the third year in a row.

Or in sports, “the field goal kicker for the Chicago Bears, kick reached the cross bar and cleared it by inches, reaching their first victory of the year.

The word reach is constantly knocked around about a hit or miss of a marketing goal.

In marketing, people think about the reach of their advertising message, on about how far they can go, too. Marketing and advertising people think in quantitative term of distance and numbers.

Reach, however, has as much to do with going to the right place as it does with going to distant places. And so, the lesson for direct and digital marketing isn’t really how far you go, but where you go.

When you target wisely, you are defining reach in terms of the right place – getting your message into the hands of those customers who are likely to make a purchase.

How long before the message reaches the target?

Simply, targeting may be geographic. Targeting may have to do with income, lifestyles, previous purchasing history, and so on.

The goal is to determine the right direction, and then see how far that will take you and your team.

Developing a good reach begins with profiling, with analyzing your existing customers to pinpoint those economic and lifestyle factors that are associated with your best customers.

Sharpening your reach requires commitment, practice, experimentation and on-going testing. The more data management you have with marketing, advertising and customer profiles is just the beginning. If you are not using analytics to find how and why customers react to your advertising message, you’d better start now.

Like shooting an arrow from a bow, the more you and your team practice, the better your aim – in terms of both accuracy, distance and starting to know how your customers will react to your marketing communications.

If there are any questions, “Reach out, I’ll be there,” to answer your questions.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

Reach out now. New lower priced offers!

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.  New year, new lower mcg-eVal rates.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Plug into the Direct Marketing Machine…

and watch your response rate hit double digits.

In fall of 2001, Direct Mail Success, lead article was simply, “Plug into the direct marketing mail machine.” Here is a version of this article. As you read there are certain elements that have or will occur in 2017.

Think of direct marketing and mail as a machine.

The machine manufactures sales, inquires, responses, orders, inbound contacts, qualified prospects, customers and so on.

It’s not a complicated machine. As a matter of fact, it’s quite simple and efficient. At one end, you load in your sales goals, marketing knowledge, competitive data and experience.  Then, at various points along the way, you add an appropriate mixture of design, copywriting, headlines and various hardware technologies ranging from folding, inserting, inkjet addressing and carrier route sorting to personalized addressing and data processing.

Turn it on!

When you flip the switch to on, the machine churns a bit and begins to manufacture things called “responses.

Like any other machine, it’s not perfect, but it will be in the future. Sometimes, it seems a little hard to start. At other times, it seems to run a bit bumpy – to need some fine tuning. However, once it is up and running, it will work reliably for a long time – manufacturing responses until, for whatever reason, you press the stop button.

When well maintained…

The direct marketing and mail machine did a consistently predictable job. In fact, the more use of the machine, the more it remained in tune, humming along, manufacturing one response after the next.

And talk about reliability. It’s downright amazing. When you use the machine for direct marketing and mail, every week, it produced a predictable number of responses every week.

When you use the machine for direct marketing and mail every month, it produced a predictable response every month.

When the article was written, direct marketing and direct mail was used as an advertising system by literally every small and large company. In fact, it produced the largest volume of mail ever sent. Now direct mail is a channel of communication used in conjunction with other advertising channels, better known as multi-channel communication.

A great name for the direct marketing mail machine of today would be a combination of the strategies of direct and customer-centric marketing. Best known by our group as “Direct-to-Customer Marketing.”

Back to 2016.

What we have now. Machine wise, there is presently a variety of machines in automation and processing used by direct mail processors. When the mail is turned over to the United States Postal Service, there is a variety of mechanization, such as parcel sorting, optical character reader (OCR), and someone named MERLIN to get the mail delivered to the right address and the right person.

What we presently have for better response.

Let’s look at the following graphic. Surrounded by a multitude of people are two strategies highly touted by many marketing experts. Direct marketing and customer centric-marketing. The strategies guide us to learn as much as possible about customers and what information you can get from prospects.

A word of caution. When there is a break in the machine, such as when the collected data is not correctly processed and/or not added into a CRM or marketing automation, expect a poor response. For example, if there were originally 500 customers in this picture, you may have 500 people each preferring something different. Tedious maybe. However, good data brings good results.

Moving to the next illustration.

The next Infographic, what we call 4by4 Communicate, is a good example of today’s direct marketing platform.

Please note that the re-appearance of direct marketing and customer-centric marketing strategies. They are noted for the relentless pursuit of prospect and customer data. What do we see in the middle circle? The oil keeping both strategies running at full speed – Data Management. Simply, this is comprised of analytics for learning a customer journey and using what you learn from the data for better personalization directly back to the customer.

In addition, there are the communication channels of direct mail, email, landing pages to capture more information and social media. Use the channels of communication preferred by the customer.

Finally, the schematic, of the present machine.

As you build your machine, customer data is always changing, because customers change their preferences more frequently. Direct marketing alerts us. Customer-centric marketing will tell us if the customers communication channel change, the customer has altered the product needs or even uses the product in a rather unique way.

As you travel down a better marketing path, you will learn what works well for your company. You live it and learn. Change is always in the air. When you and your company use change to your advantage, marketing is fun again.

That, more than anything else, will always keep us marketers on our toes and ready to react, to help, whatever the customer needs from us.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey.

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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YOU CAN! IT CAN! WE CAN!

firstset_color_aluminum_can

Yes, IT CAN lead to more customers!

This post is about cans. We’re not talking about trash cans, empty tin cans, cans of soda, or a can or two of beans. We’re writing about the problem with the word “can” when it is preceded with the wrong word.

For example, people often say “you can” when they really mean to say “it can.” If you’re not yet a master website builder, for example, you know what happens when you enter a discussion group for using and building WordPress websites. People in the discussion group are quick on the draw, with the latest WordPress release “you” can do with this amazing latest upgrade.

So, you finally decide to take a chance. What “can it” hurt. You purchase a website subscription service from a company rep in the discussion group you frequent, providing all the bells and whistles you’ll ever need in a WordPress website. As you begin to unbundle the files, you begin to wonder what “can” I really do. You can’t do it – why you can’t get it to do all the amazing things as promised.

If the company rep promised all “it can” do, your level of expectation might not have been so high and your disappointment, so considerable.

So, because “you can” is used so often in real life, and you really can’t, instead of celebrating new web technology, you are frustrated, angry, and feel more than afrustratedcan_40882615_v2 little taken.

Frustration begins to set in.

Even if “it can” can leave you feeling that you’ve been taken advantage of. You’re still left holding the bag.

What the rep probably should have said was “we can.” That is, “We can help you build the website. We can help you learn it. We can help you gain its maximum value.”

The same holds true in direct marketing. The more you facilitate your company’s customers’ full and complete utilization of your product, the more favored you can become to them as a valued provider of products and services.

one_color_aluminum_cans_teSure, people often seem to have more questions than you can answer. And not all companies are equipped to handle the volume of questions and inquiries. Think about the little ways “you can” begin to implement the “we can” strategy. Perhaps it’s simple online support, simple instructions, simple webinars, simple advice, or more use of social media. The key is to keep it simple and understandable from the customers’ point of view.

There is no better way to strengthen your customers’ reliance on you and solidify your relationship than when you say, “We can!”

So, what “can we” do for you?

There is another post we wrote earlier this year about word selection. Here’s the link to “one word not used correctly can sink a direct markting message.”

Thanks for reading and please tell others, except your competition.

 

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey. Mike Deuerling. aka: MarketingDoc

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Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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There are A Variety of Ways Outsider’s Look at Your Small Business…

when you want to enhance its value, read on.

Per U.S. Census Bureau data, 99.7% of US businesses are classified as small businesses (fewer than 500 employees).

Moreover, the clear majority of these are what you might classify as “truly small” businesses: fully nine in ten (89.8%) are comprised of fewer than 20 employees.

Interestingly, per the IDC, a subsidiary of International Data Group, the average annual revenue of a small business with a website is $5.03 million.

The US Small Business Administration (SPA) notes how, as a rule, small businesses with revenues less than $5 million should allocate 7-8% of their revenues to marketing.

This means your average $5 million small business should be spending about $350-400,000/year on marketing.

Most small businesses spend much, much less than this on marketing. Based on my experience, businesses with 5-25 employees, using the 80/20 Pareto Principle, 80% were spending less than $1,000 per month on marketing.

How to determine if you’re a #SmallBiz ready for better marketing in the digital era.

The answer to that question is determined by your company and the employees. As a young entrepreneur, a mentor once told me a good customer must have “skin in the game of marketing” to witness and experience results, good or bad.

To help you make an informed decision on your marketing, there are two websites you need to visit.

Since 1984 we have honed our marketing services based on our customer needs. Our tagline, Innovation, Motivation and Collaboration has guided our organization helping thousands of small business grow.

To see for yourself, please visit DMCM. Scroll down to our list of three journeys, and click on Journey One.admit_oneweb

The first journey is an introduction to direct marketing and all its cool tactics to attract more customers. The Journey of six slides leads to more questions and presents a variety of examples and ideas for you to consider.

The remaining Journeys, Two and Three take you deeper into to the strategies and tactics of Direct, Customer-centric, Data Management and Analysis and Digital Marketing.

When you’re finished, I’ll answer any of your questions. Either send an email to answerme@dmcm.net or if in the USA, call us at 800-251-3608.

One of the first questions I usually hear after a visit to Journey One, is how do you know our business?

KnowledgeKnowledge is a big part for Direct Marketing Success.

I need to know about your company. I ask a lot of questions and need answers from you and your staff. I have a sample report you can download to help you see the big picture and a general idea of your #SmallBiz on steriods.

After you download the sample report visit our second website at MCG.  For a detailed version on what we look at, click on the banner in the second slider, How can an mcg-eVal help us re-think? It is a very thorough process and one you can really appreciate after reading our results and recommendations.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey. Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Customer Contact…

fourx4swayto know them, is the capability you need to manage your marketing for success.

If it took you three seconds to read the headline and the subhead above, that is about as much time a prospective customer will give you to connect and consider buying your product.

Then before you know it, they move on to the next company.

But wait, there’s more.

Imagine an auditorium full of people waiting for a concert to start. There is a lot of noise.  Thousands of conversations are occurring simultaneously while waiting for the show to begin.

The only conversations that “connect” are usually between people, who know each other, standing very close to each other and they are still shouting at the top of their lungs.

The marketing game of attention.

What a company must do today is to create the attention and within a few nanoseconds, eliminating any purchasing barriers to increase the ability to connect with the customer.

“Bennies” or customer benefits will cause a hesitation. An answer for a potential customer is “what’s in it for them?” Product features are usually the glamor of owning your product, but the “bennies” always add to the bottom line.

Look at your potential “customer profiles.”

Certainly, you have or have not updated or defined a variety of customer profiles. If you answered no, you have not, but now’s a great time to start. In case you haven’t noticed, 2017 is right around the corner. And, 2017 is going to run many bytes faster!

Remember, when you work with customer profiles, keep it simple. Put customers, anyone who has purchased into one group and the other prospective group who may still purchase, now and again. Getting back to the “bennies,” they make a wonderful segment on your customer profiles.

Next, you need to put customers into like segments. It can be something as simple as male or female, geography, age, occupation, but use whatever simple characteristics stand out across all contacts.

“Why do I need to do this?”

The key word in this post was “connect.” You need to connect with customers and potential customers with a message relevant to their needs.EyesHurtWeb

What are the buying traits of your customers?  Here’s four to start your thinking process.

  1. The best buyers purchase at specific intervals and are usually found in the top twenty percent of purchasers.
  2. Occasional buyers who are familiar with your product.
  3. Prospect/Past Customer. This is a tough one. Build a list of ideas to test for a re-connection
  4. Someday/Maybe prospects. Hopefully, the smallest list of four.

Look carefully into each contact and try to determine how the original connection occurred?  What channel did you or they use to connect? Was it email, social media, direct mail, web site or face-to-face?

Summary.

Go back to the auditorium. People who know each other, will talk to each other. They increase their volume to deliver the message no matter how loud the other conversations may be. Think Multi-Channel for future marketing campaigns.

Learning more about your customers and upgrading their profiles accordingly may give you a much-needed boost in sales for 2017.

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey. Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Marketing Strategy vs. Tactics…

strategyhere are the main ingredients you need to grow a profitable customer base.

“The hole in the ground that companies fall into when marketing themselves by thinking tactically rather than strategically.”

I’m active in Social Media. I see small business companies looking for more ways to get their message delivered. Hence, the quote above.

The easiest way to get from point A, a company’s marketing strategy (if you have one written), to point B, your tactical selection(s), can be as simple as using your favorite credit card.

The problem with that method, that it’s more miss than hit. Without a written marketing strategy, it’s easy to stumble into that hole in the ground, and never see your money again.

Have you designed a creative marketing strategy for your company?smallbusinessctav2web

bizgrowthAttracting attention to any small business is extremely important. Your first attraction to get the attention of your target buyers may be your company logo, corporate colors and tagline. When you design your company “look,” you defined the type of business you are marketing.

Is it friendly or austere?  Do you offer bargains or firm pricing?  Are your company colors and logo a reflection of your business personality?

You probably spent a lot of time, meetings and a few bucks to get the right look. You cannot wait any longer to introduce your company to the world.

Stop.

Before that introduction to the world, start thinking strategically. What did you learn in your design sessions? More than likely, you’ll have a base of ideas you discussed in the design process of your company brand.

Creative marketing strategies outline a broad plan of action that best use the organization’s resources to achieve a marketing goal. For example, a goal can be the response rate of a marketing promotion. Substantiate proposed customer profiles. How often will the customers make a purchase?

Marketing strategies are the specific actions taken by the organization to communicate with the select primary target groups.

Direct marketing is a strategy.

The very nature of a direct marketing strategy is to get your marketing message to a prospect and customer, read, and acted upon. Learn more.team

If you are a new company, you may add a market penetration strategy, for your present product, having a goal of obtaining X number of customers, per a given time. Your tactics may be more effective (relevant) and an increase in the frequency of sending the message.

If your company is past the growing strain, you should consider a market expansion goal with your direct marketing strategy. Obtaining more customers from new target groups and market places. Use your customer profile skills to learn more about your customer’s needs and wants, and provide solutions for customer problems.

In theory, a marketing strategy must be carefully designed to meet a marketing goal based on the demands from your prospects and customer base.

Summary.

Look closer at your current strategies. Are marketing resources allocated optimally to the major elements of the marketing mix? Is your company using the best basis for marketing segmentation? Have you developed accurate profiles of each target segment?

Learning and Coaching – It’s what I do.

DocTake4WebWant to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?

I call this learning experience, “All Marketing is Direct to your Consumers.” I present my marketing methodology that I admit_onewebhave used over my career. On the landing page, there is a (1)short, (2)medium and (3)large journey to take. There are many examples, ideas and techniques of the direct marketing to aide in your learning. To feel the full impact of this cta-learn-moremarketing methodology, take each journey in order. Start now by clicking on the Admit, Journey One. Then send me an email or call (800-251-3608) with your questions. Be sure to ask how to get your present marketing evaluated for free!

Check out are marketing evaluation program specifically designed for a small business.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information.  Check it out today!

Thanks for reading. I hope to see you on a journey. Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

At times, some of the smallest changes in your small biz marketing, have the greatest impact.

Need more information on direct and customer-centric marketing? Sign up today for our monthly email, All Marketing Is Direct.

click-free-zoneOur data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statement

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. 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, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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