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How to think like the most important business person you admire…

then, set your course toward success.

Many small business’s today have a variety of methods to reach out to prospects and customers, by offering them an opportunity to purchase their goods and services. That’s the easy part.

Leading a successful small business is one-part learning, another part motivation, one-part teamwork and many parts unknown. These unknown parts are always scattered on the path toward your success.

Yes, the path you selected is riddled with many unknown challenges. Your reaction to a challenge defines your success or failure. I look at it as another bump in the road – a learning experience as you move toward your goals and objectives.

Here are a few ideas for you to ponder as you march down your path to success.

Meet the king.

Marketing automation was the “king on the hill” in 2017. Lower pricing attracted more people which let in more competition to compete with many marketing automation companies.

Other small businesses joined in offering a variety of apps to use with marketing automation. Most apps just didn’t pan out. The advances of technology always seem to move in stealth mode. Some think it will be faster.

Leadership comes from the top on down.

A business owner should be highly visible, hungry in capturing more customers, trolling for more prospects and loves to sell or have a capable partner in sales. Did I hear you say an outstanding personality is a big plus?

I’ve met with many business owners who had a great product or service, but lacked in marketing and selling skills that led toward their failure.

A good leader wants to learn more about their prospects and customers. What is the competition up to and what effects will it have on his business?  Where is the industry heading and how can this knowledge be a positive event as we prepare for the next quarter?

A leader knows there is a lot of data available to capture more marketing information, such as analytics from any marketing and selling campaign or program. A leader uses his vision by creating a goal to have a data driven marketing program, setting the table to convey more personalized messages that will create more interest.

As all this information starts to trickle down to the marketing and sales teams, this will lead to more and better data. For example, create better marketing content for each marketing segment and customer profiles. Yes, data is awesome.

Selling and sharing solutions.

Solution selling, depending on your market, is a softer sale. Solution selling expertise comes easier based on the knowledge captured from data, customer service, inquisitive sales people, and even your competition. Successful companies almost always have a few stealth team members worth their weight in gold.

It may sound simple enough, but for starters, start small. You’ll need to use marketing communication that is of interest toward the appropriate market or audience, relevant to prospect needs in which they prefer.

Since this procedure is not a short-term process, many who have tried it, gave up too soon or neglected to collect the appropriate data. Using  prospect and client information, can enhance your captured data, and increasing responses.

Getting started is always the hardest part. Happy customer hunting.

How can we help you?

Download a FREE copy of Direct Marketing Success. It’s a four-page quarterly newsletter, on all things marketing for a small biz. If you register with your company name and email you’ll receive a new copy of Direct Marketing Success every three months. Additionally, with your subscription you are entitled to ask us questions you may have on our small biz marketing model, Direct-2-Customer.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. So, get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz Success to receive our monthly email newsletter now!

Marketing eValuations – Coaching – Direct2Customer, a Small Business Marketing Model – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 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, Stencil or John Deuerling.

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Is There A One and Done Marketing Campaign?

If you mean effective, no and especially not, in direct marketing.

Some of your marketing messages may be cute or emulate the competition in the next state over. But they grew using their time by listening and understanding their customers.

You can pitch a white paper or case study. But you can’t make people read them.

Maybe you try an email newsletter for your products or services. But you don’t win anything except for number of unsubscribes.

Finally, you offer 1,000 people an opportunity they simply can’t refuse. Yes, 99% did just that.

Yes, it does take time for marketing and advertising to do their job. When you were a youngster, how many times did you ask, are we there yet?

Time, time is on your side?

Yes, it is. Mick Jagger knew that. So, if you are a small biz owner or the manager in one, remember a rolling stone gathers no moss. But it still takes time to reach its goal.

You need the time to build trust between your company and the contact at the company you are trying to build a relationship with. Once trust happens, you now have a stronger commitment to maintain contact with the person and build a better relationship.

And just like that, marketing gets a little easier once you start learning what prospects like and what your customers need.

Take some more time to…

  • Build customer profiles.
  • It’s never too late to spend the time building a Customer-Relationships Management program (CRM).
  • Spend some time on building customer segments and learn why they belong in each segment
  • How much time will it take to reach your contact eight to ten times a quarter or a year?
  • The only sure way to know is to listen and analyze your response.

Summary.

Need more information and time to get out of your marketing rut?

There are many traditional and social channels to communicate with a contact, so use the time it takes to study data analytics, and your decisions to engage or delete a contact, become a lot easier to make.

How can we help you?

Download a FREE copy of Direct Marketing Success. It’s a four-page quarterly newsletter, on all things marketing for a small biz. If you register with your company name and email you’ll receive a new copy of Direct Marketing Success every three months. Additionally, with your subscription you are entitled to ask us questions you may have on our small biz marketing model, Direct-2-Customer.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. So, get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz Success to receive our monthly email newsletter now!

Marketing eValuations – Coaching – Direct2Customer, a Small Business Marketing Model – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 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, Stencil or John Deuerling.

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What is the difference between a CMS and a CRM or ARM?

Not much, but either one is an asset if you use it every day. Here’s why.

A contact management system (CMS) stores data obtained from customers, prospects, vendors and a sales team. There is a customer centric contact (CCC) software also available.

The definition of a CRM is customer relationship management. In a quick summary, CRM lets you store and manage prospect and customer information, like contact info, accounts, leads, and sales opportunities.

As you’ve already determined, not all contact management systems are created equal — which means before you do anything you have to choose the right one.

Since not all businesses are the same, focus on one that is user friendly, fits the needs of marketing, sales, management and customer service.

Before you do anything else, the amount of data that you’ll be storing, ease of use, simple tracking and each team usage, it’s recommended to place a value on your CRM. Treat it like an asset. Somewhere within the first 12 to 18 months, employee fatigue may set in, seeing users skip a step here or there. To help stem a lackadaisical approach to the CRM, use it as an employee measuring tool for their goals and objectives.

Match your products or services to customers’ wants/needs.

Your CRM should give you a picture of your customers’ buying patterns. This will also give you data to use in building customer profiles, thus leading the way to using new communication channels and relevant copy.

Select new lists or networking sources that fit the profiles of existing customers. Search for new customers armed with the profiles of your current best customers. Use marketing teasers on your website to grow your data of prospects, customers and clients.

Your CRM data can assist in maximizing personalization of your customers communication and even a variety of offers to test. This is a proven method that increases response. Address your customers by name when offering them a discount or product that will peak their interest.

Provide ongoing interaction with your customers.

Out of sight is out of mind. Keep in touch with your customers with regular communication. By doing so, you are creating an awareness that triggers consideration and builds loyalty. If you have a segment of email savvy customers and prospects, use it in a periodic way, providing an email newsletter as well in conjunction with direct mail.

Pinpoint timing and frequency of promotions may be defined in your customer and prospect segments in your CRM. See who responds and at what time of year. Use the results to spread offers out to the customers and your prospects. You can also use this method to initiate a response to your competitor’s offers.

Measure response and study the data for results. Direct marketing is measurable. More than any other medium, it can be evaluated for its impact on a specific goal. When results aren’t satisfactory, go back and distinguish what went wrong. Tip: It’s even more measurable when used with email and websites.

Create offers based on customer feedback.

Enter customer requests and feedback into your CRM. The CRM is king for customer service. As you test different offers and promotions, compare the responses to each one separately to see if one or another produces better results. Most important: Listen to customer suggestions for future offers!

Demonstrate that your customers are valuable assets. Use your CRM to create workshops, presentations, or a customer rewards/sales incentive program. These programs have a history of building brand loyalty.

Show customers you care about their opinions. Conduct a customer satisfaction survey through direct mail or email (or both). If you hear back from inactive customers, you can tailor specific communications to their exact need.

Always remember that a clean CRM is a quality CRM. And a quality CRM results in a valuable business tool that is an important asset to your business.

I almost forgot. The (ARM) is a branch or division of a company or organization, usually found in large corporations. Also, the (ARM) is a limb hanging from your shoulder. It to is an asset you use every day.

How can we help you?

For additional ideas, visit our website and grab a copy of our latest Direct Marketing Success. Or else give us a call at 800-251-3608 for your own personalized copy. When you do, ask how we can tip the response scales in your favor.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz Success to receive our monthly email newsletter now!

Marketing eValuations – Coaching – Direct2Customer, a Small Business Marketing Model – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 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, Stencil or John Deuerling.

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How to re-think your usage of segmentation and vertical marketing procedures…

and seriously, it’s not that difficult to start now.

I recently finished writing the latest edition of Direct Marketing Success. As I was completing research for this edition, I found marketers are still not embracing the data in vertical marketing and segmenting their contacts within their target markets.

“There are many market segments our company can serve, but frankly, I just need a list of companies who use direct mail, fulfillment or printing.”  Direct Marketing Mail Company President.

So evidently, the market is still wide enough so others can embrace a single digit response rate.

Start simple and have an open mind.

Here is a simple but important suggestion on grading and segmenting your business contacts to help you start building a successful marketing database. I have used these same definitions for years that have contributed immensely to our customers success.

Here are three different segment types you can use to test.

  1. A client provides your company a consistent revenue stream and reaches the 80 percentiles of customers purchasing your services and products revenue.
  2. A customer uses your services or products occasionally but you probably do not get the 80% of their business.
  3. A prospect has the potential to be a customer or a client.

Go ahead and try it now by grading a few of your present business contacts. It’s easier to judge your customers as you determine who is using what services or products with this simple grading analogy. You may even discover a surprise or two along the way about your customers and prospects that can earn you some new revenue.

Now here is where another time saving element comes into play.

How many times have you wanted to do a promotional message to your contacts, or present a special offer, but you want to be careful to whom it was sent to? You wind up agonizing about what to do and eventually, the idea is scraped. And then, all you have is wasted time and money. Knowing who is in your marketing database and what they use or need, greatly reduces the chance of this recurring.

Obviously, there is more to segmentation than the one system described above. But segmenting after you start collecting data and information is more worthwhile than doing it all at once during the initial phase of your marketing database.

You eliminate guesses and wind up building an incredible database that meet many user needs from your company marketing database. Now, the contacts you are communicating with, receive relevant messages and information.

Vertical Markets.

As you to collect contact data and information, take a moment and start thinking about vertical marketing based on your latest data analysis.

Build a vertical market segment in your marketing database. Add the top 20% of total revenue companies spent with your companies. Then determine what vertical market if any, each company represents in your top 20% list.

Now, visualize a few simple assumptions about each contact in your 20% revenue generators list.

Next, return to your marketing segments and see what you may have to add to your database.

  • It provides additional ideas within your segments to possibly add another grouping, making your choices a bit easier to see the bigger picture.
  • Provides simple tracking and placement of information.
  • Addresses scheduling and call backs.
  • You placed a value on your marketing database so it is not considered an expense.

Yes, it’s as valuable, if not more so, than any money-making piece machinery you use on a day-to-day basis. Plus, if something is valuable, people appreciate it and respect it. That’s why it is such an important asset for your organization.

Summary

The biggest downfall is the lack of information and data not entered or entered incorrectly into a contacts file. You need to put one person in charge of the marketing database. This person adds, data, analyzes data and provides information to others based on their need.

It is only when you put your message in front of a qualified prospect that you can go to bed at night and rest easy, knowing that your marketing database is doing exactly what it is supposed to do and is coordinated with your sales team’s best efforts.

That’s the main reason the data portion of your direct marketing mail campaign is so critical. The best offer printed in full color, along with the best headline touting the greatest benefits, is a waste of money when in the wrong hands.

So, now with these vertical markets and segments you have built, consider purchase a CRM or marketing automation tool. You’ll be amazed what other tools you’ll have to go further into building better data.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Capture More customers, background and A glimmer of hope. Stencil. Deposit photos. sticky note, 2012.

© 2007-2017 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, Stencil or John Deuerling.

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How to Use and Build the “Other” List…

and attract more interest and customers.

The simplest, most successful direct marketing strategy starts with a list. We’re not talking about a mailing list here. This is the “other” list – The critically important list of unique elements, features, benefits, and programs that differentiate you and your business from your competitors.

Interested? Here’s where to start.

So, if you don’t already have this kind of corporate identity, we strongly recommend that you get one now. Just go into the closet, shut the door, and make a list of the advantages you offer that outshine those offered by your competition.

Make it a definitive list, too – one that establishes your unique corporate identity. Don’t leave out a thing, no matter how insignificant it may seem to you. That’s because all the little things add up to a big difference.

Then, with your corporate identity list in hand, you know exactly what you need to communicate in every direct marketing message and proposition you deploy.

This exercise can be a game changer.

After all, if you don’t differentiate yourself from the competition, your prospects may see you as just another “pretty face.” Or even worse, they may confuse you with your competitors.

Remember that having your identity list and knowing what to say is just half of the battle. You need to make a commitment to take all-out massive action in the form of a systematic and sequential deployment of marketing materials communicating precisely what makes you better, more desirable and the company of choice.

So, communicate more to new prospects. Take the time to invest in new and better data. After a reasonable time, delete those who never respond and replace them with new names. The world doesn’t stand still. People move, companies move. You need new data just to keep up. In fact, the Post Office reports 20 to 25% of companies and people move every year.

Test it with your present customers.

And, communicate more to existing customers. They are the foundation of your business. You owe it to them to sell them more, tell them more and help them more. You never do a disservice to your customers by selling them more. In fact, you may do a disservice by not telling them about the new models and not telling them about your new services, upgrades and enhancements.

Summary.

Keep in mind that the one thing you can’t afford to do is to wait until your competition starts using their corporate identity list before you start using yours. Now it’s time to get out of the closet and get back to work. You’ll enjoy it more as you complete your new identity.

The articles in this issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here and enter your name, email address and company.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling.

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: @ 2335483/stock-photo-3d-checklist, Small check – Anatoly Maslennikov;

© 2007-2017 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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The Road Less Traveled Is A Bonanza For Your Small Biz…

With fewer turns and the result in sight.

Too many decisions. More people in digital marketing realize if a response to a recent advertisement does not meet expectations, cut it, and move on to the next one.

In my world, digital and direct marketing is driven by data. If the data is not analyzed and tested, is the advertiser going to make the same mistake over and over, but hoping for different results? How long will it take before reality sets in, and changes must be made to advertising and marketing?

How did we get here?

Big business, including retail, have enough marketing problems of their own. For example, a day doesn’t go by without us receiving a catalog and other advertisement delivered to our office. I only remember the advertisements that closely meet my needs. Seriously?

When I have the time to check my email, I might see a few products or services I use, but most of the emails go into the trash. Watching network television shows or listening to a radio station? One-third of the time for a one-hour TV show, primetime, are for commercials. A similar advertising schedule is found on your radio dial.

You can’t escape. They know enough about you to make them dangerous.

What about a Small Biz?

A SmallBiz has a variety of direct marketing strategies at their disposal to keep customers buying and away from your competition. For example, the latest in marketing automation, opens the door for a SmallBiz to connect with prospects and use customer data for better marketing advertisements. Look at the Direct2Customer project of ours and you’ll get my drift.

The customers and prospects of a small biz expect better marketing and advertising. So, if your SmallBiz marketing and advertising is acting like BIG business, it can be costly and eventually lead to failure.

Revitalize your Small Biz marketing and advertising.

I assume people in business know a thing or two about Henry Ford. He built cars one way- all black. By comparison, it seems like our world today, revolves around one choice after the next after the next. Often, it contains too many choices.

When it comes to direct or digital marketing solicitations, too many choices will sometime work against them.

For example, many direct and digital marketers will include any number of order options. While every response door seems to be important, too many choices may thrust prospects and customers into pondering over and procrastinating about how they want to order, instead of just acting now.

So, it would be nice if all our sales transactions as simple and straightforward as Mr. Ford’s. No colors, sizes or alternate methods of payment to choose, just black.

Unfortunately, life today is not that simple. Consumers demand options and alternatives in today’s marketplace. A simple question of choice can move the prospect away from a “yes” or “no” response to a “this” or “that.” This is not a new strategy, but it works.

Summary.

Sure, prospects and customers like options, and you want to give them enough to choose from. Give it to them in a way that is easy to follow and makes it easy for them to respond without bogging them down.

Always record options you offered a prospect or a customer. The more data you can extract from a prospect and customer puts your marketing and advertising in the driver’s seat.

Thanks for reading. Any questions please post them below.

Still not sure?

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing! There are over 325 posts on #SmallBiz marketing. All educational and informative. See for your self.

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

It’s like having another oar! Better yet, more profit!!!

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!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos:

Henry Ford Working together–© yurizap and Out of the box thinking, being different, risk taker- vector grap–© smarnad

Thanks for reading. Any questions please post them below.

© 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 motivate your customers into action…

i.e., spend money and even learn more about them!

The purpose of direct marketing copywriting is to move people toward an action. The more you address the specific human elements that motivate your audience, the greater your chances to move them to action – to make a call, send an email or buy.

So, what moves people? People cannot resist a bargain. People seek pleasure and satisfaction. People like exclusivity. People are looking for proven results. And some are even moved by greed.

People seek to improve themselves.

They want to save time. People seek security and safety. People seek power, stature, and fame, flattery from others and inside information. They are often envious, revengeful and proud.

People want to make money, save money, save time, stay healthy, become more knowledgeable, increase their status, and boost their prestige.

What motivates your customers on a regular basis?

Even if you don’t categorize or profile your customers, I’m sure you know how some customers will respond, and what is their trigger. This is a never-ending list as we all try to understand the human mind and how it relates to purchasing our products and services. Once you start categorizing, you’ll begin to see a broader array of ideas on why your customers buy.

You need not attempt to solve the human condition in every direct marketing piece you write. What you need to do is:

  1. to think carefully about what you are selling,

  2. to whom, and

  3. how best to make them want to act?

Learn the rule of three’s.

These are the three most important questions you should ask your customers. The first question can provide a lot of answers, but limit the answers to three. You’ll also find answers in your accounting materials, shipping receipts and social media. Let’s call this the rule of three’s.

Secondly, build customer profiles in a simple male or female, geography, and age. Ask everybody in your company who deals with customers to check social media such as LinkedIn or Facebook. Additionally, you may find a thing or two studying shipping receipts.

Finally, start examining your direct marketing copy. What type of attraction did you use in the design of your message and make the reader pause? Did everyone get the same offer? Check the analytics to see if there is a measurement.

If you have data results from previous programs or campaigns, compare results. In fact, don’t go beyond the rule of three’s until you feel enough data was collected and analyzed.

It’s a complicated activity and, at the same time, it is easy. Your direct marketing must lead people to consider worthy opportunities to improve their personal situations.

It becomes much easier when you take the time to keep learning more about your customers and provide products and services that exceed their expectations.

Some of those expectations may even be in the preceding paragraphs.

Summary

Another good idea is to send a very short questionnaire to your customers monthly. If there are too many customers start looking at creating a group of customers and divide your customers in groups you can handle. Keep in mind you need customer information.

Thanks for reading. Any questions please post them below.

###

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growth? Do you find yourself going in circles? Then quick rowing!

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

It’s like having another oar! Better yet, more profit!!!

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!

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos, Visual attraction, by Stone tablets web banners @ nucleartrash

© 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 determine your direct marketing program’s response rate…

will keep you very busy and the envy of all your employees!

Imagine a crystal ball that predicts your direct marketing and digital marketing response rate. Talk about real job security!

Unfortunately, when it comes to direct and digital marketing, there is no such thing as “guaranteed response rate.” The crystal balls we’ve seen are not that dependable.

Predicting any type of response rate is difficult. The number of variables that come into play are enormous:

  • Price.
  • Uniqueness of the product or service.
  • Your competitor’s price.
  • What the direct and indirect competitors are doing, and how they are marketing.
  • Your list of contacts and “how clean” is the list.
  • Your creative approach.
  • The seasonality of your product or offer.
  • The image or brand you project in your marketing materials.
  • The offer.
  • The weather.

So, what do you do?

Naturally, you need some indication up front to help you plan before the next marketing project. In the prehistoric era of direct marketing mail, someone thought of the “breakeven point” as a way of validating the likelihood that you can sell what you need to sell.

Here’s a simple breakeven point used by many direct mail marketers.

If an item retails for $100 and costs you $50 to buy or build, that leaves $50 of margin to cover promotion, production, postal rates, and so on.

Next, assume that your direct marketing program, including all list of contacts (customers and prospects), printing, production, such as an offer, creative, postal costs and mail processing using a variety of channels in addition to mail, email, landing pages, website and social media costs you $400 per 1000 messages delivered.

Divide $400 by the $50 from the promotion side of your retail pricing. The answer is eight – eight units per 1000 messages. These eight units represent the number of sales you need to have to breakeven from the 1000 messages you sent.

Is it truly a breakeven point?

So, based on what you know about your company, the industry, the product, the time of year (if seasonal), and so on, does the closing ration seem realistic and attainable? Can you sell eight units out of one-thousand messages sent?

If you lean in the direction of “Yes,” you’re moving in the right direction. Next, determine an initial test of your marketing messages to get a glimpse of what your response rate percentage will be. If you lean in the direction of “No,” rethink your offer, the direct marketing channels used, your cost of goods and sales, and each point within your direct marketing program that may be questionable.

Summary

If you are new to direct marketing, there are other tactical tools, you can add with the various methods above. The more you use can eventually lead you to the goals you have in getting a higher response. Here are a few additional articles you can use to help you develop your own ways to measure and get a better response rate.

ONE.

10 Ways to Catch Big Game… while correctly building a database that works!

It’s a Jungle Out There!

In a jungle of leads, finding the right lead to an eventual sale, takes your lead out of the jungle and into to your database, or what we call Camp Profit.”

It’s a well-known fact that companies that bind the power of client information using data management, improve their direct marketing performance and increase their chances for long-term profitability.

Here’s why.

TWO.

Email service providers can provide many measurement tools that are extremely helpful in your response goal. 

Looking for A Lead Generating System? That lives up to your first-rate expectations? ​

Email marketing, when used with direct mail, can be your lead magnet. ​

The first question that we ask a client was regarding the condition of their email list. The second question, how old is your email list?

Even when using a customer-contact management program or a CRM with an email list, without a strong policy to verify that the email address is updated, is iffy at best. If this is the case, send an email requesting to update contact information. Some people will answer, but your email provider will send you:

  • did not open,
  • forwarded,
  • bounces,
  • spam reports and
  • unsubscribed.

Click to read the article…

THREE.

Easy Testing Tools for Your Direct Marketing Tactics…

For use in email, social, direct mail or any other channels of choice.

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.

Click here for Part One

Click here for Part Two

FOUR.

The Heart of Any Direct or Digital Marketing is More Than a List of Names…

It’s a major element for your marketing success.

Lists grow. Some by duplicate records. Sometimes they grow one record at a time. At other times, they grow because your customers are growing. Maybe you decided on bringing two list together and combining them into one.

When two lists are combined, they bring with them the phenomenon of duplicate records. The costs of two letters or mail pieces going to the same recipient and twice the postage is wasted.

No sooner than the time it takes to reach your mailbox, all digital skeptics reached for their can of “All-get-out traditional advertising” to rid them of all bad marketing thoughts. Am I this naive to assume the digital crowd has lists of buyers, customers and prospects? How do they communicate with their customers?

OK digital geeks, I will not tell on you, so keep reading to learn how to make your lists produce better marketing results.

Click here to read more.

###

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Searching for growth? Do you find yourself going in circles? Then quick rowing!

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

It’s like having another oar! Better yet, more profit!!!

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.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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Use These Four Effective Direct Marketing Communication Channels, if…

you demand the best response from your #SmallBiz direct marketing!

Four primary channels are recommended within a frequency-based customer acquisition program: direct mail… email… landing pages… and social media to reaffirm the offer and collect better data. (Read previous post, April 5th).

Here’s the strategic game plan:

Strategic Direct Marketing

  • Two-way communicating
  • Clever and relevant copywriting
  • Design and visuals “speak to the reader”
  • A measurable database
  • Testing and data analytics

Strategic Customer-Centric Marketing Communication

  • Listen to, talk to, and understand your customers
  • Share your thoughts and ideas with customers
  • Customers get value added, no cost services
  • Customers are not treated alike
  • Customer data is segmented with targeted profiles

Multi-channel Marketing

  • A great lead generating tactic
  • Better control of message frequency
  • Cross-selling yields a higher response
  • Customers relevant copy create better response
  • Revenue increases with every marketing campaign

Data Management

  • Data analysis and analytics generate ideas
  • Data compiled from a variety of channels
  • Customer segments and updating frequently
  • Relevant messages for each marketing segment
  • A person in charge of marketing makes data decisions
  • Linked to a customer-centric marketing strategy

At first glance, you may think that direct mail and email are not the one-two best channels to reach your consumer. However, look at it this way.

“The percentage of all consumers receiving mail and Internet capability is relatively high. Using both channel options, in your direct marketing program, helps you to collect more customer data when you learn the why and how to capture it.” 

Social media belongs in your marketing communications but in a different light, which we’ll discuss later, but let’s look at the four channels –

1. Direct Mail

When you use the mail, and get a response…

then you mail (or deploy or fulfill) again and they respond again…

while gathering more customer data at each step.

Direct marketing mail is more about making an impact.

“DIRECT marketing mail techniques – copywriting – to design – to the call to action or offer – has everything you need to set the table for a purchase and collect valuable information.”

2. Email

Some see it as a competitor to mail, but it’s another great channel to use with the direct marketing mail channel.

“More people learn first-hand a better response with their email is difficult. Usually the blame can be attributed to a lack of customer data.”

To save your email from ruin, here are a few simple steps to keep you moving forward.

  • A catchy relevant headline in the email subject line adds to the open rate.
  • The design of the email can help to get an open.
  • Try something simple with your present email list. Announce your direct mail campaign a few days before it arrives.
  • Follow up on a direct mail campaign with an e-mail message.
  • Another strategy is to run parallel campaigns.
  • Any list used for marketing communication must be segmented and profiled based on present customers to match to a message.

The points above are a great way to start to create better emails.

3. Landing Pages

Landing pages are a vital addition to direct marketing.

  • Pages give readers the exact information they need to say yes and demonstrate how easy it is to place an order.
  • A landing page, in conjunction with direct mail or email, allows your customers to access web pages that speak directly to them.
  • Pages are a great tool for integrating offline and online messages to increase the effectiveness of your direct marketing campaigns.

“Give the reader a little incentive, or an offer of value, to capture more data. You’ll never have enough data.”

4. Social Media

As people search the internet, enter discussion groups or visitor social media channels, there may be an opportunity to start a relationship. You’ll need to acquire a better understanding how they use these social media channels.

“Your marketing data must determine if these channels are of value.”

If any customers favor one communication channel over another, that adds up for better customer service, then check it out.

Why? Many businesses use social media to assist their customers with customer service.

Summary

Remember, it’s all about catching the “big one”. That’s why it is imperative that a major part of your frequency-based campaign includes active, ongoing lead-generation.

There is nothing more important to keep your business healthy and growing when using these four effective channels.

Once again, information and education is the answer. And that’s often the bait we use to help you identify “big ones” that are ready to bite.

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growing? Do you find yourself going in circles? Then quick rowing!

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

It’s like having another oar! Better yet, more profit!!!

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.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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Quantity vs. Quality…

Which one scores your highest ratings in marketing and advertising?

In the past, having a conversion rate using direct mail, one percent was acceptable. What was the conversion rate number?

First, let’s look at another example. A response rate is an important metric for analyzing a mailing or any other communication channel your customers may prefer. But a high response rate is not always the best goal.

If you’re trying to generate sales leads for a high-dollar service where the contract might be over one million dollars, 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. Direct mailers in the past century would buy more lists to increase their mailing number hoping to get more responses. Hence, the name, junk mail.

Some of today’s digital marketers love telling anyone that listens they have over 200,000 followers. Hence the name, digital flame out.

“Single focused approach, effective utilization of natural skills, creative choices, and self- belief is essential to achieve superior quality.” Famous Quotes, 1 2 3 Website

Profit is a good thing.

So, how do we raise our profit? One of the reasons, direct2customer marketing is recommended, to use with any communication channel, is the ability to test.

Testing allows adjustments which can create an increase to maximize your profit.

While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. This is a great example of the use of science in marketing within our data driven era.

Test one item at a time. 

It may be temptation to test a variety of ideas in every message. If so, it’s impossible to know what element is responsible for changing your results.

For example, if you use a new subject line at the same time trying a new segment, which change will affect your results? By testing only one change per message, you can immediately see what causes your positive or negative results.

If you want to improve your landing page conversions, then use Split testing, better known as A/B testing.

A/B testing involves creating two versions of your landing page that are almost entirely the same but have one specific difference you want to test. For instance, you could A/B test which headline or offer converts more by creating one page with headline or offer A and the other with headline or offer B. Half of your visitors will see version A and the other half will see version B.

Test against your “control.” 

A/B testing can work with any communication channel you want. Even your control can be an email that has proven to be a winner. Once you have a winner, you can test other email messages or formats against it.

This works like a contest, with the old and new competing against each other. If your control wins, you know you should continue using it.

If the challenger wins, you know you might have a new control and should consider emailing the new message or format instead.

While there is a lot of creativity that goes into writing and designing your marketing communications, testing should be a careful and disciplined process.

Summary

The key takeaway is to test one marketing or advertisement message at a time. Plus, check out your analytics for additional campaign insights for maximizing your profit.

So, by now we can assume, it’s quality?

Here’s a FREE ONE HOUR OFFER of an MCG-eVal. Visit our Web Site, enter your name and email address and in the message box, tell me why you want a FREE ONE HOUR MCG-eVal.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

Want to learn more about direct2customer marketing and how it can add customers to your QuickBooks?

 

 

Searching for growing? Do you find yourself going in circles? Then quick rowing!

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

It’s like having another oar! Better yet, more profit!!!

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.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

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© 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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