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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.

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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

    

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© 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

    

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© 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 Use Story Telling Within a Brochure and…

other channels to enhance the impact.

Brochures use to be the workhorse of marketing and selling. They were handed to prospects, distributed to trade show attendees, offered on a website, inserted into product fulfillment packaging, and so on. Today, you’ll need great copywriting and ways to make contact than what was in a typical brochure used 20 years ago.

If you plan on sending brochures in your direct mail, it’s important to make sure they are created to work in that environment. The story within the brochure does all the heavy lifting but the copy must be short and to the point, quickly.

Next, make sure you carefully put together the list of names, the creative design is attractive to your readers, and reaches your special offer, within eight seconds, and leads them in one click to the company’s landing page.

Here are 8 tips to make sure you’re getting the most out of your direct marketing mail brochures and its supporting cast of channels.

  1. When you decide on using direct marketing and mail, make your brochure “tells before sells.” Remember that in direct mail, it’s the letter that makes an offer and does the selling. The job of your brochure is to back up your letter and fill in the details of your story. The old saying is, “the letter sells and the brochure tells.” You do this by illustrating the use of your product, by listing features and benefits, and by including photos, illustrations, diagrams, charts, tables, and other visual aids that “wow.”
  2. Design for easy reading. While you may want to impress your potential buyers, never let ego get in the way of legibility. Use easy-to-read type, short paragraphs, bullet points, photo captions, bold headlines and subheads, and drawings within the design techniques of the letter and brochure.
  3. Use descriptive headlines. A header for a section with testimonials that read, “Why our customers love us” says nothing. But a header that reads, “We’ve saved money for more than 300 customers” delivers a clear message. Since people tend to scan literature, it’s important for all your headers to be complete and descriptive at a glance. The story may be the “how” a portion of customers saved money. Pick a problem in your industry which is familiar with many companies in the industry, but your solution is your bread and butter.
  4. Don’t waste your cover. You should start strong on the cover with a big benefit headline. This draws the eye and gives people a reason to open your brochure and start reading. Use a design or two from your website.
  5. List features and benefits. Features are the characteristics of the product or service you’re selling. Benefits are the explanation of how those features are relevant; they answer the question “What does this mean to me?” Generally, benefits relate to how something will save time, generate money, or solve problems.
  6. Highlight your guarantee. This can reduce perceived risk and remove objections. Potential customers are always thinking, “What if this doesn’t work? What if I don’t like it?” Use a story to depict the most important value added option within the guarantee and add a testimonial.
  7. Include testimonials. Positive remarks from satisfied customers or clients help support your claims and act as proof that your products or services are of high quality.
  8. Add complete contact information. Brochures are often the one-piece people keep or pass on to others. So, add a landing page on your website supporting the brochure. Use similar designs from the brochure and redundant copy. If your company is using social media or wants to test the waters, this is a great time to add another channel or two. It’s never too late for using digital marketing.This is a great opportunity for a visitor to finish the brochure story. Make sure the visitor has an opportunity to act with your landing page. Maybe a game. A true or false test. A quick video, depicting your product in use. Accolades from other companies. The list can be endless but keep away from boredom or too much of a good thing.

Three more ideas on brochures and sales letters:

How to write the perfect sales letter…

5 Ideas to Increase Engagement Using Landing Pages With Direct Marketing

Visuals attract and make the reader pause…

One From Adobe https://blogs.adobe.com/creativecloud/make-a-lasting-impression-with-these-tips-for-designing-a-brochure/?trackingid=8WLD55GN&mv=email
John McWade at LinkedIn Another source for quality design ideas.

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

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© 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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Use These Four Effective Direct Marketing Communication Channels, if…

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

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

Here’s the strategic game plan:

Strategic Direct Marketing

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

Strategic Customer-Centric Marketing Communication

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

Multi-channel Marketing

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

Data Management

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

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

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

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

1. Direct Mail

When you use the mail, and get a response…

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

while gathering more customer data at each step.

Direct marketing mail is more about making an impact.

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

2. Email

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

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

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

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

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

3. Landing Pages

Landing pages are a vital addition to direct marketing.

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

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

4. Social Media

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

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

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

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

Summary

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

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

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

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

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

 

 

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

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

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

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

Thanks for reading.

Mike Deuerling. aka: MarketingDoc

 

Don’t procrastinate, eValuate.

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

 

 

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Customer Contact…

fourx4swayto know them, is the capability you need to manage your marketing for success.

If it took you three seconds to read the headline and the subhead above, that is about as much time a prospective customer will give you to connect and consider buying your product.

Then before you know it, they move on to the next company.

But wait, there’s more.

Imagine an auditorium full of people waiting for a concert to start. There is a lot of noise.  Thousands of conversations are occurring simultaneously while waiting for the show to begin.

The only conversations that “connect” are usually between people, who know each other, standing very close to each other and they are still shouting at the top of their lungs.

The marketing game of attention.

What a company must do today is to create the attention and within a few nanoseconds, eliminating any purchasing barriers to increase the ability to connect with the customer.

“Bennies” or customer benefits will cause a hesitation. An answer for a potential customer is “what’s in it for them?” Product features are usually the glamor of owning your product, but the “bennies” always add to the bottom line.

Look at your potential “customer profiles.”

Certainly, you have or have not updated or defined a variety of customer profiles. If you answered no, you have not, but now’s a great time to start. In case you haven’t noticed, 2017 is right around the corner. And, 2017 is going to run many bytes faster!

Remember, when you work with customer profiles, keep it simple. Put customers, anyone who has purchased into one group and the other prospective group who may still purchase, now and again. Getting back to the “bennies,” they make a wonderful segment on your customer profiles.

Next, you need to put customers into like segments. It can be something as simple as male or female, geography, age, occupation, but use whatever simple characteristics stand out across all contacts.

“Why do I need to do this?”

The key word in this post was “connect.” You need to connect with customers and potential customers with a message relevant to their needs.EyesHurtWeb

What are the buying traits of your customers?  Here’s four to start your thinking process.

  1. The best buyers purchase at specific intervals and are usually found in the top twenty percent of purchasers.
  2. Occasional buyers who are familiar with your product.
  3. Prospect/Past Customer. This is a tough one. Build a list of ideas to test for a re-connection
  4. Someday/Maybe prospects. Hopefully, the smallest list of four.

Look carefully into each contact and try to determine how the original connection occurred?  What channel did you or they use to connect? Was it email, social media, direct mail, web site or face-to-face?

Summary.

Go back to the auditorium. People who know each other, will talk to each other. They increase their volume to deliver the message no matter how loud the other conversations may be. Think Multi-Channel for future marketing campaigns.

Learning more about your customers and upgrading their profiles accordingly may give you a much-needed boost in sales for 2017.

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

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Don’t procrastinate, eValuate.

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

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

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

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How many people live on our planet earth?

If each person read your marketing message, how many would respond?businessman_fishingweb

Yes, I know it’s a hypothetical question, but on any given day, infinite number of advertisements are released, using a lot of fanfare, hope and yes, even prayers.

In addition, an untold number of marketing messages are prepared and sent on every imaginable communication channel, to someone, hoping to catch more dollars.

Some may read it, some may react to it and some may send a credit card number to purchase a product.

So what is the sum of all the products sold?

the-mind_81412340_webThat is a very good question.

Assuming the messages were read by a human, the response will vary, extremely dependent on the human mind. Depending on the receiver’s mind at the moment of seeing the message, one-day it’s yea, another day a nay and/or maybe. Remember: That’s only if they see or hear the message.

Companies are spending hundreds, thousands or millions of dollars on traditional advertising? Or, does it just feel like that much?

In most, if not all, a company must spend money to get money to grow their revenue. Then pay the employees and other expenses. How much money do they have left over?

Maybe it’s time to look closer at your marketing.

According to our accountants, advertising is an expense. Expenses are necessary to maintain companies estimated revenue in order to stay in the black, or for some, stay in business.

In a Tweet, by a follower, Sam Hurley, he suggested “all traditional marketers should retire.” The post headline caught my eye immediately. I started “clicking madly to get to the post.”

As a marketer with a lot of white hair growing on my head, the post substantiated I am not a traditionalist. For that, I thank the writer, Beth Romelus, from the B2C Community. Her post was in-line with direct and customer-centric marketing strategies that I promote for use in a small business.

What I described in the headline of this post, however, is a traditional marketer. Or as they use to say in direct mail circle, “spray the message to everyone, and pray someone responds.”

Go to the right channel.

Today, there are tons of channels of communication that consumers use on a daily basis. A marketer today has her work cut out for her. Here’s why; I believe the OverThinking_webmarketers number one goal is to learn as much as possible about their consumers (customers and prospects).

Marketers need to collect this data, use analytics for additional data, test a few assumptions, record the data and study results and then maybe a decision to go. Throw your data excuses out the window. Technology has caught up to the needs of marketers.

Using a combination of direct and customer-centric marketing strategies beat traditional response any day of the week.

You may never learn everything about consumers, but the more you learn, the better the marketing, the better marketing results, and happier customers.

Take all three journeys. They’re all free.

Want to learn more about direct and customer-centric marketing strategies and how it can add customers to your QuickBooks?IntoPathFinalV2WebDoc

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.

All you need to do is visit our website, DMCM, and scroll down on the landing page for your free admission tickets. It’s best to take them in order.

Take as many journeys of each as you like. Prepare a list of questions for us to answer.

To get a read on our expertise we have a special price for our analysis of your present company marketing. After journey #3, all information about our e-Val is there to aide in your decision.

We’ll examine your present marketing, learn your goals and aspirations, and prepare a marketing plan for your company based on your information. There is a special introductory price for our Marketing mcg e-Valuation. Check it out today!

Looking for additional ideas?20 Read last weeks post, “How to use Direct and Digital Marketing to Drive Your Small Business Marketing

Please let me know what you think about direct and customer-centric marketing? Do you use them? If so, in what way?

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

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

 Take our All Marketing Is Direct to Customer journey today.

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Don’t procrastinate, eValuate.

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

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

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Our data policy: Any data shared with us, stays with us.

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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.

 



This threesome has the power to grow your business as much as you would like.

ThreeWayWebThe choice is yours to make.

The buying process is different in many companies today. Some companies come right out of the gate yelling, “Buy our product.” Other companies plan and then plan some more before tipping their toes in the customer prospect pool with a form of marketing.

The winners in the game of selling are direct marketers. They want to learn more about their potential customers. This is a creative process on how to connect with prospective customers, build a solid relationship and relevant engagement in each buying opportunity. Plus, the process is a team approach, so you can expect a little fun along the way.

Connect.

ThreeWayOneAs we say in direct marketing speak, All Marketing Is Direct. Anyone who has or in the near future is starting a business, struggles with whom to connect.

Within your marketing plan, you should have a picture painted on what will be a good customer. There’s no better place to start. More than likely, the plan is dated months ago, but see what you have and update, trial by error.

Find people online in social media that may represent your newly created customer profile. This is not the right time to sell unless that person is your brother or sister. Just say hi and send them to look at your social media or web page. Always take good notes.

If you’ve already assembled a team, by all means give them the same data you are using to connect. Make sure there is a passion present and a personality to match.

AWOC (a word of caution): You may never nail what is a good connection, Study your data. Test your assumptions. Write down everything you find. Start again. The market is always under change.

Relationship.

ThreeWayTwoThere are many reasons why people buy. As the connections increase you may even find out why people buy.

For example, there was a sales person in the B2B market who spent months calling on an account, stopping by whenever in the area to drop off content. Then one day he received a letter from the account asking for his proposal.

The sales person wrote what he felt was his best proposal ever, only to see the similar proposal come across his desk many weeks later. It was labeled as a request for proposal. Not a happy ending to the story. Evidently he did not build the right relationship. An ending like this may result from a lack of client data in the customer buying pattern or a lack of trust.

How about the customer service rep, checking in with a customer regarding when they can expect the next product order only to hear, “I thought you folks went out of business?”

Or my favorite, “I didn’t know you provided that service.”

Today, many people decide their purchasing decision based not only on trust, but on value to the purchaser.

AWOC (a word of caution): Your key as a marketer is to find the right combination of channels your customers prefer to use. Once you determine the channels, you need to know what to say, how to say it and when. Learn from your mistakes.

Engagement.

ThreeWayThreeIn order to succeed in engaging with your customers using direct marketing successfully, you need to create a marketing culture within your company. A marketing culture is formed by the collective behavior of an organizations employee’s, that are customer focused, and goal oriented. They are a central part of change for a company to engage with customers in their marketplace.

First of all, engagement with a customer is a result of the many steps made to get to this point. Prior to engagement, much data is collected in the connect stage and even more in the relationship stage. At this point, messages become more relevant.

Employees are viewed as a selective and vital community, a team within your organization. Every employee shares their success with other employees in serving customers for the benefit of the company. This attitude adds a little treasured frosting on top of the cake, creating value to the customer during the buying experience.

Building a marketing team strengthens a company’s marketing culture. Plus, it helps to ensure change within your organization is always embraced when it’s beneficial to success.

AWOC: As I learned way too often, people tend to give up early in the process. If you have a good product and service, people will buy. Your marketing team may need to develop a better understanding of your customers.

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

If you liked this post, check out this one: How to select the right marketing options for your company…

“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

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

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DocTake4Web Grab a copy today!

© 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.



3 Keys for Gaining a Bigger Picture of Your Marketplace

Three great direct marketing methodologies at your service.Three-KeysWeb

A goal of a direct marketing strategy is to deliver a relevant message to a single customer from the total list of contacts in the CRM. In theory its possible but it will just not happen.

If your company practices a form of data-driven marketing, you understand the importance having a CRM. Data analytics, with a CRM and Google Analytics for determining channel penetration, is another key for gaining a bigger picture of your marketplace.

So what are the methodologies you need to put in place for better marketing results?

Start with data management.

Here is a simple explanation of the process to accept using data management in your direct marketing strategy: it is how you collect, store, clean, access and effectively use data. This statement probably scared a few readers, but once you have a data plan in place within your direct marketing strategy, you’ll see the value.

As you begin to accept the challenge of better data, and moving away from the bigger picture after data detox, the path you took is littered with contacts which are ready to be jettisoned back to where they came from. Quite possibly, the recycling bin for others to enjoy.

They’ll find their way back to the bigger picture. The goal was to remove the waste and maintain a universe of contacts that have a good propensity to become a customer. Now comes the challenge.

Next use segmentation with RFM.

CMOvsCEOSegmentation is a process for categorizing your customers and prospects into smaller groups, where those within the group exhibit the similar set of unique attributes. Such “segments” are distinguishable by demographics, type of business, financial behavior, product or service, etc.

Segmentation connecting with prospects and customers in a meaningful way is on the customer’s terms. Marketers desire to create one-to-one relationships with each of their customers, and in some ways that’s possible, but in many cases, it’s impractical. Because buyers may share many similar demographics, the challenge is for small business marketers to make sense of the data hand you were dealt.

How to use RFM with segmentation.

Small businesses can leverage simple segmenting options such as the tried-and-true RFM method. RFM, simply put, takes into account how recently a customer has purchased or interacted (Recency), how often they purchase (Frequency), and how much the customer spends (Monetary). With analytical marketing metrics and analytical data processing, you have more valuable data to work with when using the RFM method.

Give frequency and relevancy some acclaim to data-driven marketing. Sowing

The next time you prepare your email newsletter, direct mail, a promotional offer, or something in the social space, ask yourself this simple question. How many contacts does it take for a prospect to buy a product, service or a customer to make another purchase?

In the B2B industry of small companies, it could have been seven, ten, or fifteen contacts. That’s not only a lot of contacts but also takes a lot of perseverance, money, time, and analysis.

Start using the three meaningful methodologies, practice good data management and you’ll wind up one happy go lucky person as you reap from the data management seeds you sowed.

Use your time and money wisely because the payoff is greater than you think.

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!

Don’t procrastinate, eValuate.DMCMnetV4a

Sign up today for our monthly email, All Marketing Is Direct.

It’s here, our new monthly publication…

DMS LOGOV10

DocTake4Web Grab a copy today!

© 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.



Data mishandling is costly – 3 simple steps to eliminate it today!

DataMishandling“I must have better data information!”

Since my expertise is direct marketing, I am very familiar with that phrase. So I thought for a second or two and did a quick search of our publications in our Library of Marketing to determine when I first heard the phrase. Here’s what I found.

1. I searched this blog with the keyword, data. There I discovered five posts from the start of 2015 to the present.

I added the query data management and arrived at 19 posts since the start of 2014.

2. In a blog I posted on October 1, 2011, “What is the Number One problem with successful marketing communications today?”

My Answer – data mishandling or the lack of a policy what to do with company data.

I shifted from researching my blog and looked at the Direct Marketing and Mail Success publications.

3.In the Spring of 2007, an article appeared in our On Target publication with the following lead-in sentence: “Mailing to large numbers of people, hoping that OnTARGETsome will respond, isn’t proper list selection and deployment.”

OK, this one will work for this discussion. This is another example of disruptive advertising.

I wondered out loud, “Was there more? How far back in time should I go?

DMS_19934. I went back farther and found an article from the Fall of 2002, Direct Mail Success. An article titled Capture Customers… featuring the latest technology in a CRM program, which will assist your data in helping you “Capture Customers Share of Mind, leading to an unparalleled increase in your direct mail response.”

Oh boy, I guess mind games are better than nothing. Did it work?

My point. Start simple, but start and be smart.

Since I began my journey as a small business owner in the 1980’s, the biggest deterrent to success that I faced, was a lack of good quality lists of companies and contacts to target for my customers. However, customers when taught how to start data collection, segmenting and targeting to reach a contact profile, their results were always better.

I received an email announcement from Lindsay Hutter, Senior Vice President, Communications/PR at DMA & Co-Executive, Data Driven Marketing Institute on Friday, March 11th regarding an upcoming event. In addition, she added the following:

“It’s no question that data touches every one of our lives. DMA CEO Tom Benton wrote last week about the extraordinary power of data and how we as marketers can use data for good. I encourage you to check out his blog here: http://bit.ly/DMABenton

Here are three simple steps to eliminate data mishandling in your company.Conquer-CCM

  1. 1. If your company database has data files that are 24 to 36 months old without any updates, simply delete it from all computers and hard drives, never to be seen again.
  2. 2. With the remaining data, start doing a simple analysis of the data. Geographically, good customer, good prospect, SIC, revenue, title, industry, or just about anything that yields a better view of the data. In this step, simple is better.

3. Buy new data based on your analysis. Test your hypothesis to make sure you are on the right path. This is the surest way to profitability.

Data mishandling is costly – eliminate it today!

For added insight…

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

Knowledge is Power!

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 monthly 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.
DocTake4Web

© 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.



5 Ideas to Increase Engagement Using Landing Pages With Direct Marketing

HeliPadWebA landing page, in conjunction with direct marketing using postal mail or email – 

allows your customers to access web pages that speak directly to them. It’s a great tool for integrating offline and online messages to increase the effectiveness of your direct marketing campaigns.

Here are a few tips from our Direct Marketing handbook to help you create a landing page that gets the most out of the technology.

  • Include a call-to-action. Create a sense of urgency or immediacy—give them a reason to buy or act now! Force the action, response, or purchase to occur now, rather than later or not at all. It’s obvious, but it can easily be overlooked as the campaign is developed. Don’t hide the call to action; make sure it is in plain view.
  • Use appropriate design elements. The design of the page can influence the reader’s perception of the offer’s urgency. Use a variety of symbols and even reverse copy blocks to say “Hurry.” Include links to other pages if you need more space to explain a complicated product or to expound on the offer. You want to get the reader’s attention and to make sure they understand the product’s or service’s features and benefits.Businessman Carrying Pile of Files
  • Don’t request too much information. Put yourself in the reader’s shoes—there is nothing more off-putting than a request for excessive personal information. You got them this far with the call-to-action, so don’t risk losing a sale by requiring information that you don’t really need. Now.
  • Remove visual distractions. People have a tendency to add unnecessary images to digital marketing. It’s like having too many call-to-action on the same page—you must be careful not to distract the reader from the main goal. Remember, “less is more.”
  • You can have fun with direct marketing in the traditional and digital worlds—combine tricks and tactics, work with benefits, and motivate your readers to consider something new. The goal is the same, to create more effective direct marketing and increase revenue.

Landing pages are quite the accomplice to direct marketing. They get visitors the exact information they need to say yes and demonstrate how easy it is to place an order. Direct marketing can make a buying experience more enjoyable for the customer and measure the effectiveness of different advertisements, copy or design with a landing page.

Plus, it can capture a customer’s email address. Give the reader a little incentive, or an offer of value, to capture an email. Don’t get greedy, just go for one and you’ll capture more later.

Remember direct marketing’s ABT – Always Be Trying or maybe it’s Always Be Testing. Either one will work for you, so give ABT a try.

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 monthly 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.
DocTake4Web

© 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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