MarketingDoc

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

This content shows Simple View

Digital Marketing

Here’s Why Crazy and Wild Sales are Best Left to Others…

because there are 12 Months in a year.

Many Black Friday sales started the Monday of Thanksgiving week. In fact, I believe some advertisers are still promoting Black Friday.

Cyber Monday turned into Cyber Week and appears to beat the daily sales period of Black Friday.

Since our firm is mostly Business2Business, healthcare practitioners and charitable not-for-profit organizations I have the luxury of taking a back seat and watch the carnage.

Marketing a Small Biz must always focus on customer needs.

Small Biz marketing today has many options to consider with marketing and advertising.

  • Multi-channel
  • Email
  • Social Media
  • Direct Mail
  • Websites
  • Landing Pages
  • Sales people
  • Video
  • Ad infinitum

I recall, the simplest form of marketing and advertising is sending a relevant message,

or placing an ad in a customer favorite communication channel,

that goes directly to the customer and

enter the short waiting period to see if you get a response.

It’s not easy, if you only hope for a response, any response.

The need to generate new business leads has remained a constant throughout the years. We live in the digital age and many aspects of marketing have been somewhat automated. The ability to deliver a great advertisement for your business, is still a core skill needed by every business owner or manager.

The one main marketing ingredient that is somewhat similar in the marketing game, is your customers. You need to learn more about them. Why did direct mail take off in the 50’s? A sale on a product or service went directly to the homeowner via US Mail. This piece of mail went directly to a prospect’s hand with virtually no competition.

Change is a good thing.

When marketing can get an offer directly to a customer, and the customer responds with a purchase, that is a good thing. It pays to take some time to look at each customer. You must learn more about them. This can be a survey, data analytics, building customer profiles, and so forth. There are so many ways to study customer behavior and find one that works for you.

That’s the one thing about marketing which is always true. Knowing customers inside and out, works to your advantage all the time.

Summary

Here’s a tip that I use when I start grading possible customer habits. The MarketingDoc Model of customer acquisition is –

get the customers attention,

be creative with copy and design, and

increase attraction by giving them reasons that your company is the real deal to do business.

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.

NewLogo



If you want your marketing non-disruptive…

this post has a lot of ideas but sponsored by no one.

I talk with and listen to many colleagues still in the direct mail industry since the 2008-9 downsizing. The downsizing was not good for the smaller mom and pop shops. Most left the industry. Many small firms never changed their business process and planning.

Most of the companies that survived the industry debacle, did change, listening to customers and following similar customer paths. Many of their customers specialized in targeted segments or niche users of direct mail, fortunately embracing their newly connection with data.

On Tuesday, I downloaded an Infographic which was posted on the daily MarketingProf’s email.  It showed the whys and how’s of using direct mail in today’s fast-moving marketing industry.

Do you remember the label placed on direct mail, back in the day, when mail jammed everyone’s mail box? If you guessed junk mail, that is the correct.

Getting back to the Marketing Prof’s Infographic, direct mail is still one of the most trusted, least invasive and most efficient marketing communication channel. In fact, it’s number three, behind print ads and television ads.

Direct Mail? That’s not awesome.

Still, the direct marketing mail business is reporting the volume of mail pieces are still down. Granted, they may never gain the record volumes of direct marketing mail achieved in the early 2000’s, but smart marketers realize direct mail has advantages which are overlooked by others.

For example, they see this great wisdom – as a sign of better planning and direct mail deployment as the norm. A direct marketing mail strategy is used to solve a company’s toughest marketing problems. The word direct, to me and many others, mean direct to the customers mail box.

When you start look at direct mail and marketing, look carefully with an open mind. The underlying reason for this success is a better understanding of what customers want. Customer profiles and better segmentation are good examples to study and potentially have good results.

Direct marketers now have the tools of digital marketing, increasingly more success with data driven marketing. The strategy means direct mailing an optimal amount of mail pieces to reach a company’s toughest prospects, who are the best-qualified, gathers more information and better response. In other words, a mailing which includes good, viable, tested, proven, verified, and qualified prospects.

This idea is worth your direct marketing planning.

If you are a marketing manager today you are under tremendous pressure to generate results. You may have annual quotas, quarterly goals and an increase in competition. Did I forget to mention the tons of disruptive, digital messaging that pop up on our computers and phones?

I hear these challenges all the time from small biz managers and owners. You must mail smart. Eliminate extraneous or questionable prospects from your data base. For example, eliminate people who stopped doing business with you years ago. It means not mailing to customers who generate less profit in a year than you spend to mail to them.

Another shot of reality.

An article in Forbes said their social media metrics data reminds everyone that the social space has a lot of noise. We are living in a disruptive world. Technology is everywhere providing a slew of options and yes, even opportunities.

How much are you willing to pay for unreliability?

Look at the customers in your database. Go to the top of your list and make sure all the customers are in your database. No. make that a CRM because your list of customers need more space and you need to handle more information and data.

Your prospect list needs some space as well. Determine how long prospects have been “hanging” around. Are they likely to become a customer within the next year? If not, remove them now and replace them with prospects that better fit in your active customer profiles.

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.

NewLogo



How valuable is your marketing team?

Is it held together by teamwork? Or a piecemeal of whoever is tagged by the office or sales manager?

Today’s “direct marketing manager” in a small biz will undertake an array of tasks and responsibilities in their daily activities. Some of these responsibilities may include:

1. Developing and managing a multi marketing and communications program plan.
2. Managing relationships with key partners in their industry as well as key customers.
3. Managing marketing and advertising budgets.
4. Managing direct marketing activity in direct mail, PR, advertising, events and website design and copy.
5. Working closely with consultants in digital marketing.
6. Ensuring consistency of communication and approach, both online and offline.

The operative word in the beginning paragraph is “may.” There are many other responsibilities in a typical workday of a direct marketing manager in a small biz. However, this was not always the case.

There was a time in Post WWII on to the mid to late 1970’s, in which the role of marketing was purely to support sales! Plus, the title of marketing was left to the larger corporations. Most small businesses used the title of advertising.

Marketing has grown up, but questions still linger about data.

Without going into a history lesson, marketing today is still about determining a customer need and seeking a new opportunity for the small biz products and services.

Today, the markets have grown and many companies are now global. With the growth of the markets so has the growth of communication channels. Now, as a company, your communications need to shout louder and use a variety of channels to stay ahead of the competition.

Your customer has also changed. Many customers are fed up with the interruption of advertising messages. Customers are skeptical and many companies need to re-build trust between themselves and their customers and prospects. Using segmentation and customer profiles are just two of the many opportunities in marketing that belong in a small biz.

Then there is the communication across channels. Communication is more two-way than ever before. The death of the salesman is now reborn in the form of a multi-channel marketing partner. Customers like to make their own decisions based on the interpretation of an advertising message to a group of individuals using a variety of communication channels.

More companies are seeing the benefit of adding a “like” group to assist in their marketing communications. Direct mail still stands as one of the best ways of reaching people, especially with less competition in the customer’s mailbox.

New direct mail? Gratification and trust?

The “less mailbox” competition arguments are many but mainly, marketers are promoting more useful products to their customers and prospects. They are using a type of direct mail that contains “positive product” information and not just a piece of paper that gets lumped in with the trash. Adding in a very creative campaign and design makes the product stand out even more.

One technique of direct marketing mail that is seeing a rebirth, is immediate gratification. Direct mail that includes an instant gift, or a usable product sample, provides instant gratification and will yield better direct mail open rates. In addition, some small biz use a landing page for another offer opportunity and for the mailer to collect more customer data.

Why, you ask? They work! They also plant the seed of a relationship with new customers.

Not-for-profit companies continue to rely on direct mail for their funding drives. Direct mail is a trusted communication channel for finding donors. It allows the not-for-profit agency to show how their funding dollars are used, which goes deeply to the heart of the donator. In addition, many contributors prefer to donate using the pre-addressed forms and mail them back to the not-for-profit company.

In Summary

There are many opportunities today for direct mail to enhance your marketing efforts in a variety of industries. There are a lot of steps along the way that are easier to make when you have experienced marketing people employed at your small biz. Build a marketing team within your company is a wise decision.

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 – 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.

NewLogo



Here’s How to Handle Disruptive Advertising.

Nothing – stay focused on your customer base.

Let other companies deal with disruptive advertising.

Know Your Buyer’s Journey. 

Who are the winners in this digital ad placement? Not the people who visit the websites for information or a purchase. They hate these **bleep** ads. However, the ad agencies, are raking in the cash.

What we have here is another form of a disruptive marketing model. You know, when ads are placed based on communication channels such as television, social media and email for example, and the advertisers hope to knockdown a few sales.

Here’s how to start building a better buyer’s journey.

Great marketing starts with an analysis of your current customers habits. If your company is like many small businesses today, you probably have a decent customer-centric marketing (CCM) strategy. Customers are at the center of all your marketing activities.

Next, using Google analytics or other data, start mapping a customer journey and building better customer profiles. Remember, close to 20% of your contact list can change yearly.

After all, when using data analytics, the collected and reviewed data will present more ideas on what a customer likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may be lacking the right person. You should have a person who is a problem solver. One who is not afraid to test assumptions.

Try mixing old and new data, examine the balance of the data that you have, it may trigger a few marketing ideas. Even looking at existing customers and past customers behaviors, can add other changes to your customer profiles and segments.

The data collected provides you with a better picture of your buyer’s journey after each marketing program. Further, the data analysis increases the odds of selling sell more products and turning more prospects into customers.

Data analytics not only shows you how customers react to landing pages, email, social media messages, and even direct mail. The analysis may likely tell you more ways to increase personalization accuracy and give you additional ideas for future testing.

What ideas can a disruptive advertising program provide for future marketing activities? Not much.

Additional information for your thought process.

Personalizing direct marketing messages is still not in play in many companies, from the largest to the smallest customer count. This is a great opportunity to get a head start on your competitors. There are many ways to learn about your customers and prospects which can impact your marketing response in the right direction.

“Taking the time to listen to, talk to and understand your customer, can greatly increase your marketing results, customer acquisition and customer retention.”

 

Summary

Let other companies deal with disruptive advertising. Start working with your data with a focus of learning more about your customers. You’ll be way ahead of the companies that decided on using the disruptive advertising model.

Here’s another helpful post for additional ideas. There are many methods available to collect customer information.

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!

Marketing eValuations – Teaching – Consultation. 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.

NewLogo

 



How to Break A Few Rules in Your Direct Marketing Copywriting…

using persuasive or direct response writing to get your copy read.

More than likely, your teachers drilled you on avoiding various “mistakes,” such as ending your sentences with prepositions.

These are valuable lessons. However, in the real world, people tend to respond to writing that is less formal and more like ordinary conversation. Being persuasive often means breaking a few rules such as:

Avoid anything that makes the eye stop.

Weird type or extreme letter spacing creates “fixations” where you don’t want them. This slows reading and interferes with comprehension.

On the other hand, you may want to make people pause for a split second on key words or an 800 number. Italics, underlines, bold, and large type will make the eye stop where you want it to.

Use fragments.

This adds excitement. Urgency. Keeps the pace brisk. Just don’t go overboard with fragments or you’ll risk sounding affected and artsy.

Use standard type and layouts.

That doesn’t sound very creative, but for easy reading you shouldn’t get too creative. In most cases, a simple Roman or serif typeface is best for body copy.

Roman typefaces have features that make them easier to recognize than sans serif or odd typefaces. In other words, the less attention you call to the type, the easier the copy is to read.

Keep sentences short.

A good school essay may benefit from complex sentence structure, but persuasive writing requires short, easy-to-read sentences. As a rule, the average sentence length should be 16 words with 32 words as the approximate upper limit. If you have long sentences, break them into two or more shorter ones

Speaking about short, try one-sentence paragraphs.

They stand out and add drama.

Begin sentences with conjunctions.

Words such as “and,” “also,” “besides,” “furthermore,” “but,” “however,” and “so” are frowned upon in standard written English. “But” they help you break long sentences into shorter ones to make your copy flow smoothly.

Use familiar expressions.

“A sure thing,” “awesome,” and “O.K.” are all familiar and informal. Contractions such as “they’re,” “you’re,” “it’s,” and “here’s” also give your writing a relaxed tone.

Be redundant.

A “free gift” is redundant, but far more powerful than just “gift.” “Call anytime 24-hours a day” says the same thing twice, but that’s okay be-cause you want to emphasize and clarify your meaning.

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: © 106550284

© 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.

NewLogo

 



How to kick up the marketing and advertising performance for your product or service…

and yes, even now in digital marketing.

It’s what we call the Customer Circle of Success(CCS) that can help you navigate the choppy waters of marketing.

Marketing is very subjective. What works one day on one prospect or customer, may not work with your marketing performance on the very next day.

Do you listen closely to your customers? Frequent communication with them may help your marketing and advertising success.

Here are a few thoughts, budget friendly, to help you get the Customer Circle of Success ball rolling.

  1. What is important in small biz marketing (CCS) is consistency. A logo and brand image is important, so make sure they instantly say something about you and your company marketing team.
  2. Who is a good customer? What makes them a good customer? Build a customer profile to test in the next advertising opportunity. It may not be right the first time, but listen, test, and tweak your profile. If you are new to building customer profiles, test only one or two at a time until you feel comfortable with your built customer profiles.
  3. Relevancy in your marketing messages is critical. A potential customer can’t care less about your business. It’s what your business can do for them. What do you offer that benefits them and their organization? Knowing this makes your messages more relevant to their needs and less of a chance to fall on deaf ears.
  4. One and done makes a good basketball tournament rule, but not a marketing strategy. Use the all-encompassing 80/20 rule. Think that 80% of your target market doesn’t care about your company. Of the 20% who show some compassion, 10% may think about what it can do for them. 10% of that may ask for a price or a proposal for you to bid on.

No matter how you look at the numbers, your takeaway is to remain in touch with the 20% who just may at some moment make a purchase. Look closely at your CCS to see the reason (s) they made a purchase.

That takes us back to consistency. Always stop, look and listen to your customers and prospects. When you take the time to listen, you learn a lot, so make any marketing changes and don’t fear “assumptions.” They can surprise you.

Remember, the more contact with customers and prospects, increases the value of your Customer Circle of Success.

Being there when the need for your product or service is finally realized, is good marketing. It might just be the best circle you can put your arms around.

Let me know what you think.

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: © Direct Marketing, 54239731_original_mindscanner, Digital Marketing_152811548_Design 36

© 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.

NewLogo

 



Keeping Your Nose to The Grindstone is Not A Good Idea for a #SmallBiz…

unless your marketing guy wood.

Even if your guy is Pinocchio, keeping you and your employees on a continuous planning schedule, will reap greater rewards toward the success of your prospecting program.

The world of direct marketing and mail has changed dramatically since 2007, adding more meaning to “only the strong survive.”

Ten years later, business is tougher than ever. Competition is stiffer. The latest technology is out-of-date tomorrow. Loyal customers are harder than ever to find. And while you’re busy (and not watching), someone you don’t know could be marketing to your clients today.

The solution is for your marketing and sales teams is to take an active, aggressive marketing and prospecting posture today and every day… to utilize and implement a proven combination of prospecting and selling tools… designed to deliver a significant return on your prospecting investment!

The Starting Point.

 It all starts with marketing and sales planning. You need a four-month plan, an eight-month plan and then a twelve-month plan! And at the end of each four- month plan, you update the next four-month plan based on what you have learned in the past four months. It is beyond a doubt the most serious recommendation we tell all our clients.

The fact is, when you follow a plan, you lead by example to your marketing and sales team. I believe leadership is earned. You show your team members, customers and prospects that you believe in and practice the principles of direct marketing…

frequency… reach… quality… precision… consistency… high impact… relationship building… educating… customers… and so on.

And by following and updating your basic 12-month prospecting plan, you can’t help but attract more of the right kind of business and better human resources.

After all, when you’re in front of the right kind of buyers and prospects with this level of frequency, the payoff is that you begin to generate more inquiries… results you can measure… because your entire business community sees you as the “foremost expert on how to use direct marketing.”

 It’s All About Education

First and foremost, it is critical to send the right kind of messages to a qualified and targeted audience –– and in a proper balance of marketing communications in a variety of channels, such as direct mail, email, landing pages and so forth, with much appreciated information, and most importantly, call-to-action offers.

In today’s competitive environment, the proper balance starts with an educational theme… because how you use direct and digital marketing is tricky to reach your target market. Your team must know more about communicating more effectively… gather new information with greater efficiency… and increased results.

In fact, that’s what all the planning time is all about.

Let me know what you think.

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: © Copyright:under_verse

© 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.

NewLogo

 



Time Flies When You’re Having Fun…

but, save some time each day to learn something new.

Yes, it is a better idea if you try it out on a “typical” business day.

On August 7 of this year, I completed 33 years, as a small business owner and an entrepreneur. Throughout the years, I have enjoyed learning and sharing my experience with others.

However, if I had to pick one impression that made these 33 years happen, it was my ability to embrace change. Whether change is good or not so good, it always happens in life, personal or business.

Here are a few ideas that will help you to find a better way to see an opportunity in conjunction with the word change.

  1. Halloween is every day. Your customers get treats and offers to help build a stronger relationship.
  2. Prospects are potential customers which require stronger messages to gain their attention.
  3. Thinking creatively will help you to gain trust and obtain more customer information.
  4. Better customer data leads to better relevant communications.
  5. Using a Direct-2-Customer marketing model increases the likelihood of a two-way conversation with more prospects and customers.
  6. Create a great opening line for face-to-face networking and in your direct marketing toolset. This leads to a stronger awareness with your contacts.
  7. Do you follow a customer’s journey? Make sure you trace their path using your data and analytics.
  8. Customer-centric marketing strategies remind you to learn more about your contacts.
  9. Your call-to-actions need to attract your contacts and teach them to say yes.
  10. The copywriting of your direct marketing message can always be better.
  11. Did I say you can never have too much prospect and customer data?
  12. A CRM is not only for the big corporations.
  13. Learn and use analytics every single day.
  14. Send your marketing message’s direct to customer.
  15. Your response rate will hit double-digits.
  16. Increasing customer conversations, such as in customer service, will increase data collecting for additional personalization and more conversions.
  17. Customer Segmentation and Targeting is one of the best ways to use with personalization and data analytics.

I hope you find a nugget or two from my “short” list. Soon, I’ll have my blog posts, email newsletters articles, articles from Direct Marketing Success, Direct Mail Success, and the On-Target newsletter, put to rest in 2008, special reports, and case studies in our own Library of Direct Marketing.

So, if you desire to learn something new every day, and use it in your goal of attracting more customers, the Library of Direct Marketing is being built just for you.

Let me know what you think.

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: Juggling businessman–© ejkrouse

© 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.

NewLogo



Sometimes it pays not to follow the crowd…

but fortunately for you, it’s your turn to lead.

Here’s how.

Overall, the direct marketing mail business is reporting that the volume of mail pieces is still down. Granted, they may never gain the record volumes of direct marketing mail achieved in the early 2000’s, but smart marketers realize direct mail has advantages which are overlooked by others.

For example, I see this great wisdom – as a sign of better planning and direct mail deployment. The reason for my belief – is a direct marketing strategy used to solve a company’s toughest marketing problems.

The strategy means mailing an optimal amount of mail pieces to reach a company’s toughest prospects who are the best-qualified. In other words, a mailing which includes good, viable, tested, proven, verified, and qualified prospects.

This idea is worth your time in direct marketing planning.

If you are a marketing manager today you are under tremendous pressure to generate results. You may have annual quotas, quarterly goals and an increase in competition.

I hear these challenges all the time from small biz managers and owners. And I say, “you must mail smart.” Eliminate extraneous or questionable prospects from your data base. For example, eliminate people who stopped doing business with you years ago. It means not mailing to customers who generate less profit in a year than you spend to mail to them.

Another shot of reality.

Someone in a Forbes article, said their social media metrics data reminds everyone the social space has a lot of noise. We are living in a disruptive world. Technology is everywhere providing a slew of options and yes, even opportunities.

How much are you willing to pay for unreliability?

Look at the customers in your database. Go to the top of your list and make sure all the customers are in your database. Go to the bottom of your customer list. Determine the future value of the business that’s likely to come from that segment.

Look at your prospect list. Determine how long prospects have been “hanging” around. Are they likely to become a customer within the next year? If not, remove them now and replace them with prospects that better fit your active customer profile.

Direct marketing mail is a great option for you to consider.

Go check out your mailbox or what the mail person drops off at your office daily. Look at an envelope. Today’s mailers know the importance of personalization. As you open a personalized envelope, remember – there’s no competition. Just you and the content. Then consider, almost 40% of promotions received from advertisers, do not interest the consumers.

Summary.

Start to develop a plan for what you will mail, to whom and when. Keep in mind, each individual mailing you do may be smaller than it used to be.

Set priorities. You may have an offer to test. How about another marketing communication channel? Or, dig deeper into your direct marketing and sales analytics.

But in the long haul, you’re reaching more valuable customers and prospects with a greater likelihood for a response.

If you liked this post, here are two other articles you will find helpful.

How to Use and Build the “Other” List…

How to turn your customer list into a dream list…

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:

© 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.

NewLogo



How to Get Customer and Prospect Feedback…

and how to use it as a marketing advantage!

For many, feedback is detrimental – a negative, unplanned disturbance. It’s that dreadful, high-pitched squeal from the public-address system that sometime occurs when the speaker at the podium first opens his or her mouth to say, “Good morning.”

In business, there’s another form of feedback. This is the response you obtain from customers and prospects. It’s what tells you how well your company is doing.

Naturally, the very best feedback you can get is a sale – cash in your bank account.

The second-best feedback is to have a customer or prospect  – really talk to you and tell you what they think, good and bad.

In the world of the most preeminent companies, those that invite feedback – and use it to improve – continue to outperform those who don’t.

Not only do these better companies seek honest evaluations about their performances, they put to work what they learn – sharing vital information with sales, marketing, customer service, and the product development department.

These forward-thinking companies that ask more than just, “How are we doing,” are rewarded with information that frequently improves their futures dramatically. Unfortunately, there are so many questionnaires and surveys floating around that responses can be slim. So, get creative, get bold. Or, get on the phone and talk to people one at a time – and listen, listen, listen!

Your canned questions are fine. But use them as thought starters. Let customers talk to you and tell you, in their own words, what they see, hear and feel.

Check within the first 30 days. Then check again in six months. Accumulate as much information as you can. Use all the information you accumulate. It takes the guesswork out of your direct marketing campaigns.

Look at what other companies are doing.

For example, the healthcare industry is buying in to Value-based Care Models. Value-based care models are highly attractive to healthcare providers and executives because they hold the promise of increasing quality and reducing the cost of care. Navigating the transformation to value-based care requires a robust set of data from across the healthcare network.

In order to become a useful tool, data must be transformed into information that can help drive strategic direct marketing programs and financial decisions.

To minimize manual data collection and conserve resources, a #SmallBiz should focus on metrics with readily available data.

In today’s direct and digital marketing, data can be relied upon to capture information needed to drive decisions. The idea of having a good marketing automation tool to capture more data at a reasonably price is a worthwhile investment. Companies are using cloud based marketing automation systems to get more data that drive many companies marketing. Some can give you a free 30-day introduction to the system. When you feel comfortable with a system, there is a monthly or yearly fee available to work within your budget.

Summary

When you summarize feedback in the form of charts, graphs, or simple to understand language, you’ll always know the score. You know if you’re winning or losing – and to what degree.

The basic corollary of direct marketing mail is that every time you use the mail channel, you need to learn something. If you are not learning, you’ll keep repeating the same mistakes. You learn by data. You learn by listening. You learn by reading this blog.

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 to 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: @ ChocoStar

© 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.

NewLogo




top