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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.

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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.

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Have you ever wondered what the person looked like when speaking to them on the phone?

Today it is extremely easy to find out.

However, does that affect your copywriting?

Stay with me now. Do you realize that most companies are not even sure what there customers are like?
Or, what they want or what they need?
Yes, they could find out. Instead they keep guessing and using disruptive advertising.
Not sure? Think about it. Look around.
Now, let’s get back to reality.

Before you put pen to paper or fingers to the keyboard, an interesting copywriting strategy is to put a face on your prospect. In other words, “picture” your prospects and customers.

You can do this in two ways. First, you can look at your prospects and customers statistically. From your CRM of existing customers, you can determine your “average” customers based on age, income, geography, profession, home ownership, credit standing, hobbies and so on.

Yes, it works well in B2B.

In the B2B market, the average customer might be based on industry type, geography, product classification, contact people, purchasing, in products or services, a person to contact, size of company in revenue, employees, purchase history and so on.

The more precise you are in developing this statistical picture, the more you can speak to them at a level they can understand and relate to.

This doesn’t mean writing at an eight-grade level. It means speaking to them about those things in their lives that really matter to them – benefits you offer that can enhance and improve their lives.

Is there an average consumer?

The second way to put a face on your average consumer is with an actual photograph. It sounds a little bizarre, but think about it. When it comes to direct marketing communication, there’s a tendency to talk to the masses. It is the “I” (the writer) speaking to “all of you out there in direct marketing land.”

Direct marketing mail is one of the most intimate of all communication channels. One on one and one at a time, your readers are holding your message 18 inches from their noses. That’s a lot closer than television, radio or billboards can ever get. Others, such as newspapers or magazines for instance, you must first find the message. Or in emails case, the message may be sucked in by the spam master.

So, as you write, hang a photo of a typical prospect or customer near your computer screen. Look at the photograph often. Write to that specific, individual person only. Block out the rest of the world and become that consumer or buyer.

Another tool to limit mistakes.

The process of “becoming” the consumer or the “buyer,” helps you avoid obvious mistakes. It helps you determine if your copy is clear, believable, motivating, and captivating. It also helps you to see if your copy dramatizes key benefits that are strong enough to inspire that customer to say ‘Yes!”

Now, we know it’s not as difficult to get photos or videos for that matter with the variety of social media channels at a click of our mouse. You may even find the one customer that represents all others in one of your CRM’s “targeted customer profiles.” In addition, using B2B as an example, if your customer has a LinkedIn profile page, your copy may become more relevant to the type of buyer you are trying to reach. The options are too numerous not to have targeted profiles of the buyers in your CRM and your mind, as well.

The key is to make eye contact with your average reader as you write. It will improve your copywriting. And it will improve your results.

Reprinted from Direct Mail Success. Winter, 2004. Updated to reflect the emergence of social media and digital marketing.

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: @Hasloo_38643865 web_Woman. Keport_79351914_a button of a business man.

© 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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How to turn your customer list into a dream list…

which adds revenue to the bottom line.

Take your list. Look at your best customers. Wouldn’t it be great to have hundreds or thousands more just like your very best customer’s? Sweet!

Here’s what you need to do. Invest in purchasing new data that coincides with your current best customers and their demographics and psychographics.

How to start.

If your customers are predominantly business to customer (B2C), located in small business districts, and have a fleet of vans, acquire more names of those who sell to B2C, located in small business districts, and have a fleet of vans.

If 70% of your customers are from the northeast coast, think about that in your selection and acquisition of data. Don’t fight statistics.

Don’t look at the 70% and say, “let’s build up the 30% on the southeast coast.” It might sound logical to invest in the weaker segment, but that may not be your best opportunity.

Always go with the prospects that offer the greatest potential – as you defined potential based on your current customers. In this case, it might make the most sense to abandon the southeast entirely and hammer away at the northeast.

How not to turn your dream list into a nightmarish situation.

However, you build it and however it evolves, this becomes your dream list of prospects. It is your dream list because it includes those dream prospects that qualify as your most likely and qualified dream candidates to buy.

Developing a dream list is not the result of hoping by some favorable roll of the dice that you get it right. Nor is it the result of acquiring the vast numbers of names because you might reach a few dream candidates.

Once you have your dream list, you need to send a message, another message and another message. Don’t send just once. In fact, once you identify a universe of prospects that meet your criteria, you want to keep sending messages to them.

If they match your criteria as dream prospects today, they’ll match your criteria tomorrow. Just because they don’t buy today after receiving your initial message doesn’t mean they won’t buy tomorrow.

Remember, that there are many valid reasons why the best-qualified prospects won’t respond the first time. Perhaps they are on vacation. Perhaps they are pre-occupied with new hires at work. Perhaps they’re on a “no spending” kick. That’s okay. They’ll probably be back to spending at a normal pace soon. Just keep working them.

Use multi-channel marketing to reach more prospects and match a budget.

Direct mail is one channel of many available to reach prospects and customers. In some cases, especially B2B, direct marketing mail is a key component to use in prospecting to increase the numbers in your dream list. However, direct mail can be pricey if you rely on to continually send messages to those in your dream list of prospects.

Let us share a secret with you. Use email in your messaging mix. Email has many different uses. More importantly, in this article, it’s to get someone to look at your products. In a B2B marketing and selling campaign it can mean lead generation, retention of clients, cross-selling, and even up-selling.

Start looking at list brokers email lists. They are much better today than in past years.

Use your direct mail and marketing techniques in email to get the reader engaged. Add a variety of messages with an assortment of offers. Not only to get their email address, but sending them to a landing page on your website.

If you prefer not to purchase an email list, landing pages on your website can capture email addresses for you. You’ll need a strong offer to get that email address. With that said, when a prospect responds, you are building more relationships. A sale may be imminent.

In summary

If after your tried countless approaches, using email, direct mail and landing pages, they still haven’t responded, then perhaps it’s appropriate to remove them from your dream list. Always strive to keep your dream list at a healthy level. As you delete one name, add another. And start the process all over again.

Check out these other articles for additional information.

How to Build A Lead Generation System

 

How to Use These Four Effective Direct Marketing Channels to Acquire More Customers

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.

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: @Hasloo_19753009 web

© 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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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.

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How to Build Your Small Business Marketing…

the right way bringing you amazing results.

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

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

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

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

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

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

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

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

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

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

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

Summary

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

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

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

Learning and Coaching – It’s what I do.

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

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

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

Reach out now. New lower priced offers!

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

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

Mike Deuerling. aka: MarketingDoc

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Don’t procrastinate, eValuate.

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

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

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

© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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Looking for new customers? Do you have an idea how?

Lookin_for_CustomersHere’s how to separate the chaff from the wheat!FieldofGrowth

A few weeks ago, I had a conference with a prospect looking for advertising advice. She belongs to a group I manage in LinkedIn. Her company builds and maintains websites on a national level. I’ll call her Prospect X.

As I always do, I asked a lot questions. She reminded me on a couple of my questions, “I know that.” I agreed with her on a few occasions but in order to get a better understanding of her needs, I kept asking questions.

Testing will keep you on track.

First off, they have an offering to test “providing monthly website maintenance.” That sounds like a good idea but is it? A good idea is to test this assumption.

I recommended to examine their existing customer list to see if there are any website similarities that presently exist, such as a WordPress site, Joomla or Html. If so, placing them into an appropriate segment or like grouping, can lead to better relevant answers for future marketing efforts.

There are other options to consider, such as:

  1. type of service
  2. industry
  3. size of company
  4. revenue
  5. number of employees
  6. departments
  7. geographical location
  8. products they make or offered services.

On your mark.

I recommended to Prospect X to jot down four or five questions that will yield valuable information to help her to decide on how the website maintenance program will evolve. She must keep an open mind. She may learn that another company service or product may be a better selection.

  • I asked Prospect X if she had a targeted profile in mind to test?
  • Would the monthly maintenance program solve problems for her customers?
  • Can you select a type of maintenance and match it to a customer profile?
  • Is monthly maintenance too much or too little?
  • Can you get the answers you need during discussions with a variety of customers?

Add your customer’s and prospect’s into a CRM.It'sOnlyCRM

Prospect X had a decent number of prospects in an Excel spreadsheet compiled by her staff. If your prospects are not in your CRM, start adding and categorizing them into your CRM.

Compare your prospects company information to your customer’s profile. Look for similarities in the prospects company offering with your customer profiles. Select a few of the questions you used with a present customer and compare the answers.

Summary.Branding

If you are like Prospect X, she had many satisfied customers, and one customer recently gave her a testimonial in a recent chat. Prospect X did not even think of using it. It’s an opportunity missed that can add to a company’s brand image and will attract more visitors. The point of this post is:

  1. Marketing is all inclusive for growing a business and advertising is a tactic of marketing.
  2. Just as every customer is different, a marketing strategy includes building customer profiles and use the tools of segmentation.
  3. Testing assumptions about prospects will lead you to the benefit to try your product or service.

A word of caution.

When I hear the word advertise I see someone who is willing to pay to spread their message to many. In reality, getting a typical response rate of 1% or less means, 99% could care less about the advertisement and ignore it. How much did it cost?

If you would like a better return from marketing, visit my website and follow the journey laid-out for small business marketing that works.

More reading for more doing.

Do you need more ideas on building customer profiles and segments? We have you covered in a recent post.

or read one of my favorites –

Use my 4 easy steps for better engagement with your customers and how to get a testimonial.

Maybe, just maybe, your customers will be happy to help! First, here is a multiple-choice question for you. How much time does it take your company to see results from your business marketing engagements? Click to read the rest of the story.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

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Don’t procrastinate, eValuate.

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

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

Or, grab a free copy of Direct Marketing Success today!

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© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

 



The use of fear in direct marketing copy when used wisely…

I-have-onesuch as in a positive approach to fear, can help your small business gain more customers.

There was a time when the world of advertising cared only about the “features” a product had. The product came in four colors, three sizes, and two shapes. This was really all you needed to say.

Then some high-powered Madison Avenue advertising executive discovered the importance of translating features into “benefits.” Because it came in four colors, you could color-coordinate with everything in your wardrobe. Because it came into three sizes, one would be ideal for every kitchen countertop. Well you get the idea.

Don’t stop now!

ItsAllPriceBut wait there’s more. Next the greatest revelation of all surfaced within the world of direct marketing. The new corollary went like this: You needed more than features and you need more than benefits.

You needed an “offer” -– a compelling “reason” for people to call, to respond, to pick up your phone, to check out your website, to place an order online, to click on a QR code, and so on… and do it now!

And all of these messages were positive, geared to helping you see that you would and could look better, feel better, or feel safer.

Fear is a “distressing emotion.”

Today, when you need to get someone’s attention, you need to instill a generous amount of fear in your message. Fear is a distressing emotion whether the threat is real or assumed. It causes people to think, assume or conjecture. That’s because, in today’s digital world, without the fear there is no basis to change.WishingHoping

So you want to tell customers and prospects how bad things can be if they don’t take action now. For example:

While it is true that people buy a product because they want to look better, more often than not they buy it because they don’t want to look bad.

Similarly, people often buy a product because they want to feel better. But more often than not they buy it because they don’t want to feel bad.

And people often buy a product because they want to feel safe. But more often than not they buy it because they don’t want to be at risk.

While the headline in an advertisement may read “Look slimmer in days,” the results actually do improve when the headline is based on fear, and implies that “If you don’t buy this, you’ll look really bad, you’ll lose all your friends, and no one will like you!”

seepingWebDirect marketer’s menu of emotional appeals.

Direct marketing techniques are very useful to use in present marketing tactics. Ever wonder why someone didn’t make a purchase?

Buying decisions are not made though reasoning and logic, but through the lens of wants, needs, interests, joys, fears, hopes, expectations, and regrets. Beyond the basics of water, food, shelter, clothing, and warmth, virtually everything people buy is based on fulfilling an emotional desire. Once you touch people emotionally, reasoning and logic are used merely to confirm a buying decision.

Check out some of the emotional appeals such as specific wants direct marketers use in their copy.

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© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

 



How to Turn Your Website into a Customer Relationship Tool…

BidgTheWEBusing a few or all 25 ideas!

About fifteen years ago, having a business website was a big deal. It was also a complete waste of time since few people used the Internet for business matters.

About eight years ago, quite a few small businesses, had not even updated their website since, probably fifteen years ago.

Today, that’s all changed. Nearly everyone has a website. And it has become routine to use the Internet for e-mail, billing, ordering, blogging, sending readers to certain landing pages on their website and to give a quick response to a customer service issue.

ScreenShotBut many businesses still haven’t fully realized the power of their own website to interact with people. Many have little more than an electronic brochure with their company name and a few slim details about their products or services.

Just recently, a person said to me their website was a total waste of time. I asked how often do they update the site? I’ll say a blank stare given to me means never. But a website today can be far more. They are also much easier to update.

The recent comment mentioned above, led to an idea for this post. I took everything I could find from my archive on websites and behold, here are a few ideas to turn your website into a powerful customer relationship tool.

  • Offer product literature in a PDF using a simple request form to get a copy.
  • Turn your printed literature into easy-to-download PDFs for faster and wider dissemination.
  • Create a ready reference for product specifications, owner’s manuals, and parts lists on your website.
  • Use a video of current products and services. How to fix and repair a product keeps the home handyman happy and loves telling others.
  • Explain guidelines for ordering, payment, and returns in easy terms to understand. Using a visual is a good choice.
  • Create a customer service tool using social media to reduce phone calls and increase customer satisfaction.
  • Offer an email newsletter to keep people up-to-date with your services, growth, and product or service offerings. Depending on your business, start out on a monthly schedule, but keep checking email results.
  • Post back issues of your blog and newsletter for reference.
  • Post your annual report to save on printing and postage costs.
  • Post news releases and product announcements on social media with a lead back to your website.HTML
  • If you have frequent information updates, you should build another web page that always is updated and send each new announcement via email.
  • Post your customer testimonials. If a customer sends one to your company in writing, ask them if you can publish it on your website
  • Provide information about how your company was founded, its history, and behind-the-scenes information to increase your brand awareness and increase the comfort level purchasing from your organization.
  • If you have an interesting factory or plant, create a photo or video tour to show how your products are made.
  • Provide a list of capabilities. Obvious, but make it easy to find. WordPress has a great assembly of one page templates that make this easy and affordable.
  • Post names and photos of key personnel, including customer service representatives. Social media, such as Facebook, is another good tool to use.
  • Give a “swagger list” of completed projects that show off your skills and capabilities. This is another good idea for a company video.
  • Build credibility by posting favorable product reviews or customer testimonials.
  • Impress prospects and customers with testimonials, awards, and prizes won by your business or staff members.
  • Prove your competence and industry leadership with how-to articles and white papers. Especially important if your company is starting to write and distribute content.
  • Show the names and logos of well-known customers, but first get permission.
  • Offer “request for quotation” forms for immediate download or design a simple web page form that people can fill in and submit.
  • Provide an easy means for contacting your company with questions or feedback via all the latest communication channels. This could include branch sales offices, representatives, and distributors, if appropriate.
  • Sell your products online through a shopping cart system. Check on the competition to see what they are using for customers and prospects.
  • Sell replacement parts or accessories online.
  • Start posting a blog to make it easy to reach customers. Always show how your product or service can offer a solution for your customers. Today, saving time is high on everyone’s customer list and may require a separate web page to induce conversation in the comments section.

PhPToday’s digital marketing scene has changed a lot of buying and purchasing decisions. Don’t ignore what you are seeing in your industry. Check on your competitors, talk to industry leaders and never fear change until you determine its effect on your company.

How can I help you? call-to-actionWebSway
Thanks for reading and please share. Any questions, use answerme@dmcm.net.

Want to learn more about us and how our approach to learning marketing services can work for you and your organization?

 Take our All Marketing Is Direct to Customer journey today.

Need help? Just ask in the comment section or email answerme@dmcm.net.

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Don’t procrastinate, eValuate.

 

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

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

Or, grab a free copy of Direct Marketing Success today!

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© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

 

 



4 toolsets to use in direct and customer-centric marketing strategies to

beat out the competition!codigo-barra-tools-color_Ro

Go motivate a customer to buy today!

First off, it’s never that easy to get someone to part with their cash. Even in the old days, that would never happen, unless you happened to be in the right place at the right time with the right answer your customer just wanted to hear.

Marketing today is a consistent delivery of value to each and every customer. Your marketing must be centered on listening to your customers and building business relationships.

Discover an answer for proven results.

Marketers use the toolset in direct and customer-centric marketing strategies, tweaking their programs as they learn more about customers and their buying patterns. They’re called toolsets because they help you get the job done right.

A mechanic may ask for a wrench. Is it five-eights or seven-eights? US or metric? Is it an open end wrench or closed? Is a socket wrench better?

Marketing changes can occur at any time, so it pays to learn more about customer needs every single day, recognizing ideas and opportunities to meet near term goals. Today’s marketers need a good toolset to claim as many customers as possible.

To stay ahead of the competition, look closely at:EyesHurtWeb

  • The frequency of communications for each customer segment.
  • How do we reach a qualified target audience and what feedback do we receive in return?
  • Consistently creating offers that motivate and inspire action from our customers and prospects.
  • A CRM is a great tool to use with marketing and sales.
  1. Frequency. The frequency of your marketing messages is critical – some people use it too much, most not enough and others, incorrectly. Like the blue/green photo on the right. By using marketing automation, you are able to develop the correct frequency for prospects and customer segments.

As you start to unwrap the many layers of your data, this new found information can prove to be a gold mine. Copywriting is more compelling, design is more eye catching, and the message is more relevant to the receiver. Yes, the response from those you selected to receive the message increases. Soon everyone in your company will be on the right marketing frequency.

  1. Reach out and connect with me. Your customer is human, so there is a level of uniqueness each one of us has to determine if the offer is worth pursuing. This level of uniqueness may lead you to build two, three, four or more customer segments to target.

Use that to your advantage when you are trying to make connections. A single phrase or a different headline to a specific segment may be the difference in making that next big sale.

When you begin to market to specific segments the messages become more relevant to the receiver. As you keep collecting data, analysis either confirms the message was right or needs additional tweaking.

A goal for this “reach out and connect with me toolset,” is to arrive at the intended receiver with your message when the time is right. Now, with your new found knowledge, this becomes easier to achieve. If the receiver finds the message relevant and/or timely, the odds are excellent that it will be read and acted upon.

  1. Have I got an offer for you! You now see there are many advantages of adding marketing automation to discover what proven frequency and reach can EyesHurtTestoneadd to the success of your marketing and sales teams. But sometimes you need that extra kick for the reader to take action.

It just may be to make a specific offer to get them to act now. When’s the last time you watched an infomercial? Was the offer something like not one, not two, but three for the price of one and you only pay the shipping? 

Now it’s your turn to play like the “Sham Wow Guy.” Creative offers become easier after studying the data in your CRM and know what people respond to.

  1. The CRM

The CRM is one tool you need that can accelerate the results from using the top toolsets of direct and customer-centric marketing. By using data fields, tracking and scheduling capabilities found in a contact relationship management system (CRM), you are able to build better business and engage in more customer relationships. This knowledge is powerful.

A CRM provides you with the capability to add another toolset and analyze your collected prospect and customer information. Add a data analytics program such as Google’s and even more ideas begin to pop up at you next team gathering.

You’re are only as good as the tools you have to use.

Yes, a CRM is a great tool to use with marketing and sales. It does take work but it makes you money, just like the auto mechanic done the street. You need to think of it as any quality asset on your company books. It’s such a good asset, that you‘ll find daily usage makes marketing easier and learn what makes your customers are eager to buy.

And that’s what you need to succeed in the small business world today!

Want some additional ideas when using a CRM? Check out this post.

Please share with others, except of course, your competition.

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email marketingdoc@live.com.

Marketingeval_logoV3Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate! Great rates are now available.

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

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© 2016 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.




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