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Is There A One and Done Marketing Campaign?

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

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

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

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

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

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

Time, time is on your side?

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

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

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

Take some more time to…

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

Summary.

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

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

How can we help you?

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

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

Thanks for reading. Any questions please post them below.

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

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

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: ©

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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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.

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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.

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Four Marketing Lessons Learned to Increase Your Revenue…

Or how to accelerate your message frequency and boost response without killing the budget.

Usually in Mid-November, all the holiday advertisements are in place and early returns suggest a landslide of goods sold and donations made to deserving charities.

Imagine directly reaching consumers online – just like you do offline with direct marketing and mail plus a variety of selected channels, but at a much higher frequency of touches and not killing the budget!

Yes, with all the technology at your disposal, it’s a good possibly, especially using direct and digital marketing strategies. So, no matter what others are doing, make it a point to prepare your marketing and advertising communications to work for your company. Grab the response you need for success.

Now that I got you all excited about marketing – STOP!

What is the most important marketing component that strikes fear into too many small biz owners and managers? But wait. Let’s even include mid to large companies, because it is not just the small biz.

Yes, it’s your customer list. It’s your prospect list. Every company you came across with, large or small list.

Take advantage of available technology. There are many databases to consider purchasing. There is marketing automation. CRM’s. CMS’s. In our last post is a quick review of what you need and how it can help you decide.  Check it out. Where have all my customers gone?

Lesson 1. Cross-selling tactics in a multi-channel marketing.

It’s not a dream. I recently read in Direct Marketing News many corporations do not have or lack the resources to fully engage with their consumers. For example, many marketers know cross-selling tactics in a multi-channel marketing campaign can be quite successful by increasing touches, but a lack of talent and commitment from the corner office or the small biz owner is the biggest problem.

There are probably many other reasons, but you won’t hear any doubting Thomas from direct or digital marketers. They would jump at the chance to present a relevant message to a consumer numerous times without breaking the budget.

Can you name the most popular channels to use with direct marketing mail? Website landing pages and email come in high on the small biz to do list, followed by social media like LinkedIn, Facebook and Twitter.

Lesson 2. Direct marketers know a good touch when they see one.

Most if not all direct marketing professionals have a very strong motivation gene in their DNA to go after the consumer tooth and nail. For instance, they write powerful copy. Offers no one can refuse. Dazzling design pulls the reader into direct and digital marketing. And, all direct marketing mail specialists know frequency of messages is like finding a pot of gold. Especially true, if you can do it below budget.

If you try that with direct mail only, it may cost you a pot of gold. There are no discounts for re-mailing. That’s where cross-selling and multi-channel marketing tactics can save any budget. Email and social media come to mind. Message relevancy and frequency can cause a consumer to stop and take notice and think – they must have a very good product!

Lesson 3. Consumers like to play coy.

Many successful marketing people like using direct marketing and mail techniques. The direct mail skill set was built to last 60 years ago in the direct marketing and direct response industry. Quite frankly, the fundamentals and techniques of direct mail and marketing are ideal in meeting two concerns of today’s marketers –

 get more people to buy a product and 2) how to reach these consumers efficiently.

Prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with a brand. They want to make their own decisions. This decision could be in two weeks or two months before they make a purchase.

With the capability of better web searches, social media and even communication with business associates, there is literally a mountain of information available for a consumer to gather. That’s a big reason frequency is an important direct marketing tactic used successfully with multi-channel communications.

Lesson 4. I’ll say it again, “make sure your data works for you.”

Smart marketers know the most important component of direct marketing and mail are the names in your database. If you have a bad, old list of consumers, circa 2013, whatever you spend on that marketing campaign is wasted money.

If you have never built a consumer database, there is no better time than the present. Direct and digital marketing with mail work much better with an updated database. So, does social media. Cross-selling and multi-channel communications get a better response. It even makes your customer service better. The list of accolades for a great list is lengthy.

Summary.

Customers are happier when they receive relevant marketing messages. Revenue increases with every marketing campaign. Data is the business lifeblood needed to succeed with a growing business. Start today.

On this blog you’ll find over 350 articles on direct marketing and advertising. Or read “Customer Circle of Success post” on how Direct Marketing and Digital Marketing partner for Small Biz success.

How can we help you?

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

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

Thanks for reading. Any questions please post them below.

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

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

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: ©

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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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

    

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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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