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

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

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

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

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

Start simple and have an open mind.

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

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

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

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

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

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

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

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

Vertical Markets.

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

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

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

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

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

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

Summary

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

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

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

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

Let me know what you think.

Need more Direct Marketing Success?

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

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

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

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

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How Multi-layered Personalization can snag a few more customers…

when something is known about the recipient provides a significant benefit for advertising.

Personalization used with multi-channel marketing may be a double whammy and produces a significant increase in responses. However, do not forget the intricacies of personalization.

Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services.

A word of caution. Be careful how you use personalized mail, email or any other channel you customer’s may prefer. When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good.

So, here’s a simple and safe way moving forward with personalization.

Today’s marketing must be strategic and beneficial to your customers. Memorable advertising, with your marketing goals in sight, is to get the best return on your marketing investment.

Read any marketing journal or the many service providers daily emails, you’ll find across the board, from SmallBiz to the largest companies, there is a lack of understanding when, how and why using personalization.

Here’s how we look at data and personalization or Rule number one.

Use a greater amount of personalization for house lists or with clients and customers who have purchased from you before. After all, you talk with them, and they talk to you.

Naturally, they expect that you should and would know some things about them and their buying habits. So, when you first become familiar or even relating to their needs, it is because they opened the door first.

Conversely, use less personalization when you haven’t previously done business with someone, even though they fit some of the customer segments or profiles. If you use too much personalization with prospects you do not know, your prospects may see this as an invasion of privacy, stolen data or made up data.

Rule number two.

Using personalization with past customer advertising can never hurt your reputation. Go ahead and add more pizzazz to stop their eye movement and probably a few more seconds of attention that can make a difference. Testing can answer your question on the type of personalization you need to start a track to become a customer.

When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response.

Use an advertising program with multiple channels and deeper personalization, in the form of a purchase history, yields a greater response rate.

Summary

In today’s data driven marketing era, it’s important to capture customer information to drive business and future marketing decisions. Today’s marketing must be strategic and beneficial to your customers.

Advertising is set to get the biggest response on selling your products and services. Plus, the added information helps customer service and your people who sell your goods.

No matter how great your product or service is, the fact remains that those who “have a need for what you have to know” must be aware of “what you have to offer.” That is my rule number three.

Let me know what you think.

Need more Direct Marketing Success?

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

Thanks for reading. Any questions please post them below.

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

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

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

Deposit Photos: © Flat design . Freelance career. Marketing.Data Driven Marketing photo. Top photo. Abstract background
@ choreograph

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

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The number one constant in marketing your #SmallBiZ products and/or services today is…

your marketing results change daily and eventually, revenue.

Many people, on any given day, may or may not purchase your product or service. I’m not trying to be the bearer of bad news, just stating the facts. Yes, it’s going to get worse before it can get better. I’ll share my prescribed treatment shortly.

No matter what your product or service offers, change is the one constant that comes to the fore front of anything you plan to promote. Your buyers are human, so a change of mind can occur in seconds. So, in turn, your messages need to change like the many faces of Eve. How many contacts are in your database?

 How do you combat change?

Someone once said, “You cannot be everything to everybody, but you can be on special occasions.” I could not contribute that quote to any one person, so it must be me. Moving forward, you need to create this special occasion.

So, what is that special occasion? Is it good, bad or indifferent?

There are a variety of nuances waiting to make your day. Technology? Disruption or hacking? Getting slammed by the competition? The best phrase for that occasion –  “you’ve been warned.”

What action should you take?

Don’t be that person who looks away from the problem. Nothing gets solved having that attitude. Start looking at the pros, smart marketers, and the cons, there is more than enough to go around, in two separate columns that you project will have a lasting impression. Write them down and try to give each one on a scale from none (one) to big time (ten). Make it a weekly tactic to make sure you do not miss a beat.

 What about Moore’s Law?

If you have not heard about Moore’s Law, here’s a simple definition.

“Moore’s Law – computer processors double in complexity every two years especially relative to cost or size.”

I bring this up because Intel, the manufacturer who coined the phrase, recently stated that in five years Moore’s Law will become extinct. Something else will need to take its place. They didn’t say, but place your bet on speed.

 Will you be ready?

If you decide to learn and train, you are on the right track. If the right track selection is to learn more about customer and prospect data, that is an awesome decision. Building customer profiles, segments and testing key decisions you make and adding results into a CRM, is a very wise choice.

Here’s the treatment I recommend.

You can never have enough customer information. Collect the information and take time to analyze it. After all, your customers can change daily and understanding some of these changes, will keep the revenue in the black.

If you missed the post from last week, check it out, “How to motivate your customers into action.” Also, look at the Direct2Customer infographic, for additional business and marketing ideas.

Summary  

Better relevant and timely communication messages may be the vehicle to keep your small business on a good growth curve. With added revenue, you may find that new four-wheel vehicle, more affordable.

Moore’s Law definition from <https://www.merriam-webster.com/dictionary/Moore’s%20law>

Thanks for reading. Any questions please post them below.

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

 

 

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

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

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

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

The BEST to your DIRECT MARKETING SUCCESS!!!

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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Thanks for reading. Any questions please post them below.

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

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

It’s a major element for your marketing success.

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

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

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

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

The correct answer is “deduping.”

So, you need to get rid of one of the duplicate records. And the answer is “deduping.” Or is it?

In the typical deduping process, one record is judged to be a duplicate of the other. One, often the older or the one with partial or less complete information, may be discarded completely.

For example, Jane Doe on Main Street may appear in two different marketing lists. However, one may include her email address; the other may contain her place of employment.

In a traditional deduping activity, one of the two records go away entirely in the time it takes to hit the delete key on your keyboard. This means that something will be lost – either the email address or the place of employment.

Is it time to use the blender?

Rather than throwing away an entire record, think in terms of bringing together information of both records in both databases – of gathering, consolidating and blending all information.

“A custom mix of marketing lists.”

Using your database techniques, you can combine two or more lists into a single, targeted database – a single blended database that has more value and more information. The blended database – now complete and accurate, and containing all available and relevant data – saves you time and money.

Deduping is often a viable strategy when you have two lists coming together for a one-time mailing. But, if your mission is to develop a workable database of prospects and customers, gathering and consolidating data will add significantly more value to your database.

You’ve read it here on numerus occasions it always pays to invest in data management to build a better database. In fact, this investment in developing and maintaining great marketing lists may be the best thing you can do to increase the overall effectiveness of any direct marketing activity.

If a digital marketer does not use lists, what’s their secret?

For a broader view of a #SmallBiz, learn what is important when putting your lists to work for you.

Another how-to guide using direct marketing and mail for a #SmallBiz success during 2017.

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

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

Reach out now. New lower priced offers!

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

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

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

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

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

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

 

Deposit Photos, Sports silhouettes heart–© cienpies

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

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How to Build Your Small Business Marketing…

the right way bringing you amazing results.

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

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

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

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

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

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

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

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

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

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

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

Summary

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

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

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

Learning and Coaching – It’s what I do.

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

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

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

Reach out now. New lower priced offers!

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

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

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

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

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

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

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

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Plug into the Direct Marketing Machine…

and watch your response rate hit double digits.

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

Think of direct marketing and mail as a machine.

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

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

Turn it on!

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

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

When well maintained…

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

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

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

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

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

Back to 2016.

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

What we presently have for better response.

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

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

Moving to the next illustration.

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

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

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

Finally, the schematic, of the present machine.

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

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

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

Learning and Coaching – It’s what I do.

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

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

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

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

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

Mike Deuerling. aka: MarketingDoc

Marketingeval_logoV3

Don’t procrastinate, eValuate.

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

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

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

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

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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!

Visit the new DMCM and take the “ALL MARKETING IS DIRECT” journey.

Don’t procrastinate, eValuate.DMCMnetV4a

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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.



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

It’s a Jungle Out There!Jungle-lifeWeb

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

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

Companies that also segment their list into clients, customers, and prospects proportionately increase the likelihood of a sale as a contact moves from a prospect toward a client. They know the buyers journey and what is needed to coax them to reach the end of the journey.

High quality, usable data fuels the success of targeted customer relationship engagements and direct marketing campaigns.

Effective targeting enables one to increase sales by first identifying, then targeting smaller, more profitable customer groups within the total market.

Using the internet and the many advances in technology, a good Lead Processing System can show you how to uncover almost infinite details about your clients, customers, and prospects.

Your “lead jungle” is composed of contacts segmented into three unique categories. JungleOfWire

These are:

1. A House List. The contacts in this list know of your company. They may know you for your service, or a product you provide, and they use these products or services.

2. These contacts are your clients and customers. A client is defined as one who buys exclusively with you during the course of any given year.

3. A customer purchases sporadically; maybe one yearly purchase of a product or a service that they know you for, and probably use your competition for some of the same services you provide.

4. The contacts in the house list need a steady stream of communication that informs and educates them on the use of your products and services.

5. Updating the CRM on a schedule to make sure the data is always updated.

6. Prospect List. The contacts in this list represent people from companies that are potentially a good fit because they share similar characteristics of your target market or at one time they were a client or a customer that can be caught again.

7.  Prospects are also found in the markets of your present clients or customers they serve. Communicate with them using ideas that can make them do a better job and make them wonder if they are getting the right bang for their bucks from existing suppliers.

8. Big Game Suspects. This is a list built from SIC codes, business association members, and compiled contacts from an industry you serve. It can be based on geographical patterns (if any exist), a product or service you are known for or one that is highly profitable, or coincides with the usage of your top 20% of clients that bring you the most sales and/or revenue.

9. You can purchase suspects in a compiled list, add names from compiled list providers, and even add contacts you receive at a business function, such as a trade show.

10. This process is similar to a hunter trying a new trap. The hunter knows the trap works, but he or she is just not sure who may wander into the trap. Communication is best with an exclusive offer to the prospect to try your service or product.

When there is a determination made to get a hold on your marketing data and sales, I always recommend to start simple. When you are finally comfortable with your data management, then add new contacts to your database, based on your client and customer buying patterns. It’s also a good time to determine other channels of communication to help engage with new contacts.

Always keep a keen lookout for that next big selling segment. Some may even use camouflage.

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

Need help? Just ask in the comments 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 learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in March, our new publication…

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If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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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.



10 Straightforward Points to Release the Power of Direct Marketing

It'sOnlyCRM

Start with A Commitment to Customer Relationship Management.

Presentation2Not all Customer Relationship Management systems are created equal — which means before you do anything you need to choose the right one. Take into consideration the sales team, an in-house customer service team, or cloud based personnel. It must be easy to access the data within the Customer Relationship Management system (CRM) in-house and remotely.

Next, you need to make some realistic estimates about the amount of data that you’ll be storing, ease of use, simple tracking and place a value on your CRM and do not consider it as an expense. Then use this information to help make your CRM selection.

Keep in mind.CCM

A CRM is an investment in your customers, every employee, from the top on down, that need to be customer active daily. A CRM is also a motivator for companies to shift their focus from commodity to customer-centric, thus gaining another strategic advantage.

There is a positive effect on every employee that interacts with customers and their management team. Take in account that the Customer in CRM helps you see the big picture in your company, what and how the company is functioning and where it may be going.

The following 10 points are a starting point when considering a CRM. For example, what information is needed from the CRM that will help you and the management team to estimate the amount and type of data. With a CRM, all the data you need for decision making, is in one place, helping you respond to a positive or negative situation in real time.

EnergizerCroppedUsing a CRM energizes a direct marketing strategy and enables the push toward a customer-centric marketing strategy because of the importance of your customer data. There are many CRM’s available for purchase that meet the needs of many companies.

  1. 1.Match your products or services to customers’ wants/needs. Your CRM should give you a picture of your customers’ buying patterns. This allows you to customize offers for any direct marketing, email campaign, or other communication channels used by your customer traffic patterns and prospects.
  2. 2. Select new lists or networking opportunities that fit the profiles of existing customers. The simple existing profiles of your current customers can expand accordingly as you learn more from Google Analytics and other data sources. Website landing pages and call-to-actions are critical to capture data on prospects and customers visits.
  3. Maximize personalization of communication and offers. This is a proven method that increases response. Address your customers by name when offering them a discount or a new product that will peak their interest. The use of personalization grows more important each year and now it’s expected.
  4. Provide ongoing interaction with your customers. Out of sight is out of mind. Keep in touch with your customers with regular communication. ByOuttaSite doing so, you are creating an awareness that triggers consideration and helps to builds loyalty. If you have savvy customers and prospects, use a variety of channels, as in multi-channel. Many CRM packages feature the capability of consistent communication.
  5. Pinpoint timing and frequency of promotions. Learn who responds and when they do may alert you to a forming marketing demographic pattern. Use the results to spread offers out to the customers and your prospects. You can also use this method to initiate a response to your competitor’s offers. Don’t forget to analyze and measure.
  6. Measure response and be responsible for results. Direct marketing is measurable. Websites are measureable. Just about any channel you select, isCustomerResponse now measureable. Yes, even direct mail. Evaluate them for its impact on a specific marketing goal. When results aren’t satisfactory, go back and analyze what went wrong.
  7. Create offers based on customer feedback. Enter customer requests and feedback into a CRM. As you test different offers and promotions, compare the responses of each to see if one or the other provides better results. Survey your customers with questions that provide suggestions for potential offers to make in future campaigns!
  8. Demonstrate that your customers are valuable assets. Use a CRM to record workshops, presentations, or a customer rewards/sales incentive program. These programs have a history of building brand loyalty.
  9. Show customers you care about their opinions. Conduct a customer satisfaction survey periodically. If you hear back from inactive customers, make it a personal goal to find out why they left and what it takes for them to return.
  10. Always remember that a clean CRM is a quality CRM. And a quality CRM results in a valuable business tool that is an asset to your business. Update data daily.

Summary

I am always asked why a majority of the CRM’s fail at some point or another. The biggest failure is the lack of everyone using the CRM as designed. People become lazy and hope the next person will fill in the blanks.

I admit in the beginning, the late 80’s they were extremely hard to use. Even today with more user friendly CRM’s, it’s best to start simple and make sure everyone is on board with the CRM. Today there are many CRM’s available and almost impossible to find one that will not work for your company.

Quotes about data and additional reading.

“There was a failure to communicate.”

Data driven marketing, it’s all about data, it’s all about action. Gaining a 360-degree view of customers is one of the most important marketing goals in our digital world. MarketingDoc

Read: Big Data, CRM

DataManagementCommunication is a two-way street. Data management is a two-way street. Data must be collected, analyzed and recorded in a CRM.

Everyone has different customer types. Not all customers are created equal. Identify what key factor(s) set one apart from another and segment your users from one another. Reid Carr, Red Door Interactive.

Read: How To Create The Essential Data Analytical Mindset…

Data is what makes strategic direct marketing work at its best. A strategic customer-centric marketing platform excels with great data.

Understanding your customer better isn’t as complex as you might think, but it does require a thoughtful analysis of where and how you can collect meaningful data. Scott Gerber

Read: How Data Can Inspire Your Marketing Team.

WeLuvDataIf you need help or have a question or two you can reach me at marketingdoc@live.com or fill out a contact form at MCG.

Marketingeval_logo4WebYes, 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 learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

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If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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How Data Can Inspire Your Marketing Team

DMS_V902Inside_Page_1_Image_0006.jpgAre you delaying customer analysis because you’re not sure how you would react to data?

Do you think it consumes too much valuable time?

If you are using customer data analysis, what is the one thing you would do differently?

Data, when compared to now and ten years ago is quite different. Except for one thing. There may be more data available but when it comes to analyzing and recording data, its taboo.

Say it ain’t so Joe.

Data today is moving closer to actually hitting a much narrower target with a relevant message. That is not a taboo but a reality.

When incorporating digital marketing into your present marketing program, you’ll find there are many more channels at your disposal. How will you use them?BB-Cover_web

Disposal is one of the words with more than one meaning. As used above, the meaning is a special arrangement or positioning of something. That seems to work well with multi-channel in digital marketing.

If your marketing team still shies away from data analytics, but more specifically recording data into your CRM, your team uses the wrong definition of disposal.

Start looking at stats.

Data analysis is like milking a cow outdoors in January in Wisconsin. You never know how much you’ll get until you do it.

I recommend you start slowly looking at data analytics. You’ll quickly find out even the smallest amount of data analysis can be leveraged for a higher response rate.

DataCrossOutStatistical analysis that used to be seen only in the world of insurance and finance are now being leveraged by larger marketing departments. They need better ways to measure and understand their data, fine tune their analysis, and learning more about their customers.

Don’t get bogged down trying to emulate these larger companies. They have a lot more money to spend than you do.

Facebook stats, LinkedIn views and visits, the follows and likes on Twitter and even analyzing your email stats after a recent newsletter, can add to your thought process before the next newsletter is sent.WeLuvData

Just about anything you use to promote your business has data for you to analyze – so do it and then record it. You can thanks us later.

Thanks for reading and please share with others – except your competition! It is truly appreciated.

Marketingeval_logo4WebYes, 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!

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 typical customer’s journey to learn more today!

Don’t procrastinate, eValuate.

Sign up today for our monthly email, Our Point Of View.

Coming to you in 2016, our new publication…

DMS LOGOV10

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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