What Your Nonprofit Needs to Know About Blogging

Group_Blogging_Computer_Paw_Print_And_Mail
Business image created by Katemangostar – Freepik.com

If you’re regularly on the internet, you’re probably encountering blogs on a daily basis. Blogs are everywhere—some people even blog for a living. As content development has become ever more prevalent in marketing and fundraising strategy, it’s important that both for profit and not for profit organizations can give their audience value and information, and blogs are a popular way to do that.

Blogging is an effective way to stay in touch with your donor base in a format that is informative and engaging. Whether you have an established blog for your nonprofit or you’ve never written a blog post in your life, these ideas can help you create a top-notch nonprofit blog page so your organization will stand out from the crowd.

1) To Blog or Not to Blog?

It’s important to consider a few things before you get down to blogging:

  • What host will you use? WordPress is a popular website tool, but there are other options.
  • Do you have a goal or goals for your blog? Have key members of your organization sit together and come up with some concrete guidelines for what you hope to get out of blogging. Maybe you’re trying to attract volunteers, and over time, you can measure whether your blog is successful at that based on the numbers of new volunteers you’re seeing.
  • Who will be in charge of posting? Maybe one person is always in charge of blogging, or duties are shared throughout your nonprofit. Whatever you decide, ensure everyone knows their role and the publishing timeline.
  • Does your organization have the time and resources for a blog? You can read more about this below, but if you know upfront that regular blogging is not a feasible possibility for your nonprofit, it’s best to focus on other projects. Having no blog is better than having a lackluster one.
  • Who is your audience, and what questions will they have? Different causes appeal to different groups of people. You know your donors, and you’ll want to consider what language/tone you should use to speak to them in your blog, as well as what they want to know about your organization.
  • How will you promote your blog? You can share your blog on social media, include a link to it in an email newsletter, feature it on your website’s homepage…think about what channels you have a following on, and use them to your advantage.

 2) Consistency is Key in Blogging

Blogging requires frequent updates of fresh content to keep followers engaged. If you’re going to start blogging for your nonprofit, make sure you have the time to regularly devote to it.

Part of being consistent is publishing content on a regular schedule. It could be once a week, twice a week, a few times per month—whatever timeline you feel you can keep up with. When you update on a regular basis, say, every Wednesday, your audience will come to expect your posts on Wednesdays and will be more likely to come back to your site looking for them. A blog that is only sporadically updated is not going to receive that kind of attention, as readers aren’t viewing it as a reliable, regular source of content.

You’ll also want to be consistent in the feel of your blog. This is a little more elusive, but essentially you want your readers to come to see your blog as a friendly and trusted resource. Keep your tone of voice and the look of your blog similar from post to post. For instance, if many of your posts start with an image, make sure to include an image at the beginning of every post.

3) Blogs Give Your Nonprofit Authority and Build Trust

Handshake_Trust_Paw_Print_and_Mail
Business card image create by Katemangostar- freepik.com

There are a lot of nonprofits out there—1.5 million in the U.S., in fact. And it’s likely there are other organizations with goals and missions that are similar to yours. Blogging is a way that you can showcase your unique story, while also establishing your knowledge of your field.

You can use a blog to inform your audience on topics centered around your nonprofit’s mission. By showing you have an extensive knowledge of the issue and topics surrounding it, you present yourself to donors as an authority in your field. This helps to give your organization credibility, and donors will feel that you have the experience to put funds to best use and truly solve problems.

By showing your knowledge, along with proof of the work you are doing, you build trust with your audience as well. It’s important to think of your donors as friends, individuals you’re building a long and sociable relationship with. Typically, we trust our friends, and blogging is a way to deepen that trusting relationship by showing that you’re listening to what your donors have to say and are actively working to achieve goals they’re looking to you to solve.

Consistency helps build trust as well. If you are consistent in your efforts and consistent in your blogging, your audience will rely on you to provide them with regular information that they want to know about your organization and its work.

4) Engage your Audience with Blogging

Enhancing donor loyalty requires you to think of your donors as friends and develop relationships with them. One of the best ways to do that is to create opportunities for donors to engage with you and share their thoughts.

Blogging is an effective way to enhance your engagement with a wide audience. People can comment on your blog, contact you based on a post they found interesting, attend an event or volunteer after reading a post, sign up for your email list, and share your content on social media. Sharing is huge for blogs, as it allows people to see your blog and learn about your organization who might not come across you otherwise.

Engagement is truly one of the main goals of blogging, and while everything you post isn’t going to lead directly to donations, giving people exposure to your organization and getting people talking about it is going to have an impact.

5) Blogs Tell Your Story

Stories are a compelling way to give your nonprofit personality and heart. While you may have stories that you regularly use in fundraising and marketing materials, there are all kinds of stories you can tell about your employees, volunteers, and beneficiaries of your nonprofit that make for great blog posts.

Event coverage is an effective blog topic, as you can show who is involved, how you’re working to make an impact, and what you achieved. Your events may not get a lot of coverage from external media groups, so covering them yourself ensures people will see the good work you’re doing.

Talking about the stories and goings-on at your nonprofit shows your audience that you are actively working to achieve your mission and that your efforts are effective at doing so. Being able to communicate that you are active and making a difference is important to donors, because they can be sure their donations will be making an impact for good.

6) Blogs Convey Your Purpose

Your nonprofit is up against a lot of competition. Your blog is a place for you to separate yourself from the pack and convey not just the story of your organization, but also its purpose. Why does your specific nonprofit need to exist? How is it going to provide something different than organizations with similar goals? What is your blog’s purpose, and how will it work to contribute to your mission and the betterment of your community?

7) What Types of Content?

woman_blogging_Paw_print_and_mail
Background image created by Senivpetro – Freepik.com

While you want consistency in the look and feel of your blog, you’ll need a variety of content to keep your blog interesting. Sometimes you may want to share an interesting article you find, or you’ll be writing your own. Some posts will be more text-heavy, but visuals are helpful for readers to visualize what you’re writing about. Take lots of pictures and videos of different events and happenings you’re involved in so that you’ll have a lot of content to draw from.

You may also want to feature a guest blogger occasionally. Maybe a board member or a volunteer wants to write about their experience with your organization and why they’re so passionate about helping you to achieve your mission. Or an expert in the field related to your nonprofit could contribute a post to help further educate donors about the issues you’re working to solve.

Another great post idea is to address frequently asked questions about your organization. If it’s content that people are regularly looking for, a blog post can pull double duty by contributing to your regular posting schedule and providing content that can regularly be referred to, and will appear in search results.

And as we know a thank you is always welcome, your blog is another way to show gratitude and appreciation for your donors. Make a fun video with volunteers, employees, and beneficiaries saying thank you, and weave a tone of thankfulness throughout all your communications.

Paw Print & Mail specializes in nonprofit appeal production services and copywriting and content marketing, including ghost blogging services. If you need assistance with your nonprofit appeal strategy, contact Paw Print today.

Subscribe to our email list so you never miss a post from Paw Print!

 

 

7 Reasons You Should Be Mailing Postcards

Direct Mail Works for You

Postcards_Paw_Print_And_MailDo you receive a lot of emails? Too many? I know I do. The average American receives 88 emails per day, with office workers seeing over 120. Even if an email is full of worthy content, it can be hard for it to stand out from the rest.

What about direct mail? Some days, my household doesn’t receive any. So, when I do find something in my mailbox, I tend to remember it, and I certainly notice it.

In our increasingly digital world, direct mail is often seen as an outdated and ineffective marketing strategy. But there are many statistics in its favor:

  • About 80% of direct mail is opened
  • 70% of Americans believe mail is more personal than digital communications
  • 56% of consumers have tried a new business, and 70% have renewed relationships with businesses, after receiving direct mail from them

And that just begins to scratch the surface of the powerhouse that direct mail can be for your business. It’s even more effective when used as part of a multi-channel marketing strategy. Direct mail is also a versatile medium, allowing you to be extremely personal with your audience and adding interest with a range of colors, textures, and shapes.

One of the most popular direct mail formats is the postcard. 56% of postcards are read by direct mail recipients, the most read of any direct mail piece. If you haven’t included postcards in your marketing strategy, here are 7 reasons you should consider doing so.

1. Strong Visual Potential

Postcards are attention-grabbers, standing out among the typically white envelopes that fill our mailboxes. A challenge of direct mail is enticing recipients to open an envelope, but with postcards, everything is immediately visible. Your message is right in front of the reader, increasing the chance that your audience will read your content and follow through on a call to action (CTA). It’s an opportunity for you to get creative, with exciting visuals, colors, and shapes.

2. Concise Content for Consumers

There are many media and marketing messages competing for our attentions on a daily basis. Consumers are short on time, and must be selective in the content they read and watch. Postcards don’t offer a lot of room to get technical, so they require you to be concise with your message. Short, compelling copy combined with attractive visuals effectively gets a message across to your reader, striking their interest and leaving them wanting more.

3. Postcards Save Time and Money

Direct mail is a versatile medium, and each type of mailing has its purpose. More costly mailings can be very effective, but postcards are an affordable option that allows you to cut down on costs while still delivering a compelling marketing message. Postcards are also faster to produce than other mailings. They require no folding or envelope stuffing, and you can eliminate the need for labels by printing the address right on the card.

4. Craft Targeted Campaigns

Other traditional forms of advertising, like television or print ads, allow you to reach a wide ranging but not highly targeted audience. With direct mail, you know exactly who will receive your message, and you can craft that message accordingly. Since postcards are relatively easy and inexpensive to produce, you can create different versions to send to segmented audiences based on demographics like location or past purchase history. Messages that are more targeted toward the recipient are more likely to be acted upon.

5. Pursue More Leads

Additionally, postcards are a better direct mail format for pursuing leads. Current customers are likely to be more receptive to receiving in-depth communications from you. But if a recipient doesn’t currently have a relationship with your company, you have to work harder to pique their interest. Since postcards are inexpensive and visually engaging, they can be used to introduce a prospective customer to your company in a visually compelling way, and encourage them to connect with you.

6. Measure Mail Effectiveness

Direct mail campaigns are more meaningful when you measure how effective they are at compelling your audience to act. A postcard with a concise CTA is easier to measure, especially when your CTA includes a coupon or special offer. As recipients use the coupon or take you up on your offer, you’re able to see whether your mailing had the result you were hoping for, or whether it fell flat. You can easily adjust your postcards to do an A/B test, sending multiple versions at one time to find the offer that most effectively converts your customers.

7. Encourage A Conversation

Postcards are a great format for promoting events, as you want lots of visuals and color to encourage people to attend. And, though postcards can be personalized, the format encourages them to be shared in a way that a letter wouldn’t be. A postcard may be viewed by multiple members in one household, increasing the reach of your message and generating a conversation.

At Paw Print & Mail, we’re specialists in direct mail marketing strategies and fulfillment. Contact us today to enhance your direct mail marketing strategy.

Subscribe to our email list so you never miss a post from Paw Print!

Step Up Your Website’s SEO

search-engine-optimization-paw-print-and-mail

I don’t know about you, but when I think about buying something, I like to do my research. It’s important to me to know a bit about the company I’m doing business with, and to see if their product or service is truly the best option. And with a world of information available just a click away on the internet, it’s easier than ever to find the information I’m looking for.

According to HubSpot, 81% of consumers do online research before making a purchase, especially for larger investments. And, 64% of web traffic comes from organic searches, rather than ad clicks. It’s critical that consumers are able to find your website during a web search, and you can drive more traffic to your site using search engine optimization (SEO).

What is SEO?

SEO involves strategies to ensure your website will be visible in search engine results. It’s usually possible to find the information you’re looking for in the first page or two of search results, and consumers aren’t going to go through multiple pages of results if they don’t have to. Sites that appear higher up in a search are going to have the most visitors. How do companies get their sites to appear first? They’ve implemented SEO.

You can also increase SEO value with paid advertisements and by sharing content on social media, but today we’re going to talk about how you can make changes on your website to achieve a higher SEO ranking, to start generating more traffic and more leads organically and without the expense of a paid search.

1) Track Web Visitors

To get the most value out of optimizing your site, you’ll want to keep track of the numbers. You can use software like Google Analytics to determine how many web users visit your website, how long they stay on the site, as well as what pages they visit the most. If you know before making any adjustments to your SEO what kind of traffic your page sees, it is easier to measure the effectiveness of your efforts, and test different words and phrases to get better results.

2) Use Title Tags

Title Tag_Paw_Print_and_mail

The title tag appears in two places. In a search result, it’s the headline text that you see and can click on. Once you click on the link, the title tag also appears in the tab at the top of the web browser.

A title tag should be a concise and accurate description of what the webpage is about. For instance, our website’s homepage title tag is “Printing & Mailing Services, South Burlington, Vermont | Paw Print & Mail.” The title tag picks up on key words that a prospect is likely to put into the web search bar.  If someone were to search “printing services Burlington Vermont” the search platform would pick out those words from our title tag, and our website would appear higher in the search results.

When creating a title tag, you’ll want to keep it under 60 characters so that it is easy and quick to read. Also make it readable, as if you’re speaking or asking a question to a person—a list of keywords won’t do. Instead of “SEO title tag keywords web search,” or something along those lines, try “How to Optimize SEO with a Title Tag – ABC Company.” While web users may be looking for information related to the terms in the first example, it isn’t user friendly and doesn’t tell you what the webpage is actually about or who created it.

Another important tip is to give each of the pages on your website a unique title tag. This increases the phrases and keywords associated with your site and the chance that your site will appear in a search results.

3) Write Meta Descriptions

This is the text that appears below a title tag in a web search. It’s usually a sentence or two that gives users an idea of what they’ll find on your site, so keywords are important here too.

meta-description-paw-print-and-mail

While not as closely tied to a search result ranking as a title tag, the meta description allows a web user to determine if your site is relevant to what they’re searching for. It can be the factor that leads someone to click on your site, or not. Using action oriented words and phrases in the meta description will help compel a web user to go to your site and take action.

Meta descriptions are strongest when under 160 characters, and like the title tag, should be different for each page on your site. A generic meta description for every page on your site decreases the relevance for web searchers, as it is not descriptive enough.

4) Add Internal Links

Internal linking means including links on each of your pages to other pages on your website. You can include them in the main navigation bar and throughout the copy. Your home page has the most SEO value of any page on your site, so when your content can be easily reached through links on the homepage, it has greater value in a search result.Search_Engine_Spider_Paw_print_and_mail

Think of it like a spider crawling through your site. A web search sends out spiders to every search result. The spiders are happy when they can easily crawl to the bulk of your site’s content just by accessing the home page—like a well-designed web! The happier the spider, the more search value your site will have.

Make it easy to navigate your site, too. Clear headers in your navigation bar and a consistent layout on each page will allow visitors to quickly find the information they’re looking for. When your website is easy to navigate, spiders will like it, and so will your prospective customers.

5) External Links

These are links that go to any site or domain other than your own. Search engines place greater value on links that lead to separate sites than internal links to your own site. External links add to the authority of your site, especially when you link to a reputable source, and add to the relevancy of your content in the search engine’s eyes.

Linking to another site can also help you to develop a relationship with that site. By sharing their content, you make them aware of your webpage, and hopefully they will see you as a source to link to for the future.

External links are enhanced when you focus on the words you are using to hyperlink, the anchor text. Rather than hyperlinking the words “click here,” make your anchor text descriptive. If you’re linking to a source about increasing SEO value, your anchor text could be “top ways you can increase SEO value.” These are the kinds of keywords people will use to search for information about the topic, and it helps give a sense what the link is about.

6) Generate Fresh Content

The marketing climate today demands that companies be producing fresh content on a regular basis. In addition to supplementing your overall marketing strategy, new content can help to increase traffic to your webpage. One of the best ways to do this is by regularly publishing a blog. Writing about topics that your audience is interested in and searching for will allow you to appear in a wider range of search results, giving web users greater exposure to your brand. Blogging also builds your authority as an expert in your field or industry.

7) Include Image Descriptions

Images are a key part of a website’s content, but a web search looks for text only. “Alt” tags are a way to add SEO value to the images on your site. Including a tag for each image can help increase the search ranking of your site, especially when you write it with SEO in mind. The alt tag should be specific and include key words but, like the title tag, should be a readable/conversational phrase.

8) Test Your Loading Time

While not directly related to search results, the time it takes for your website to load can also be a factor in the level of traffic you’re seeing. 40% of people will abandon a website that takes longer than 3 seconds to load, and the longer the site takes to load, the higher that percentage gets. Make sure that your prospects can not only find your site, but can get to it as well. Try some of these strategies to speed up loading times.

9) Create Search Friendly URLS

Create a standard system for naming your page URLS. Often when a page is generated, it will be a random mix of letters, numbers, and symbols that are not attractive to a search engine. If you sell apparel, for example, a friendly URL could be “www.apparelcompany.com/women/tshirts.” The search engine will put that site high in the search results when someone looks for women’s t-shirts.

Writing compelling web copy isn’t easy, and Paw Print & Mail is here to help! Contact us today and ask about our professional copywriting services.

Subscribe to our email list so you never miss a post from Paw Print!

4 Essential Copy Tips for Connecting with Prospects

Lead_Generation_Paw_Print_and_MailLead generation is an important piece of marketing any business, and if you’re reading this blog, cultivating leads is probably a topic that’s on your mind.

Writing strong copy is essential for lead generation. The right copy with the right message behind it will give your marketing campaigns a significant edge over your competition.

When you’re selling a product, you may think that hyping up the product and describing all of its desirable features is the best way to market it. This information has a place, but when you adopt this approach, you may be surprised that sales aren’t coming in the way you thought they would.

Why might this be happening? The most important factor in copywriting is not you, your business, or your product—it’s the prospect. If you want your prospects to engage with you, you must have a deep understanding of who they are and what matters most to them, and make that information critical to your copywriting process.

Here are four key tips for ensuring your copy will make the right connection with prospects.

1. Get to Know Your Prospect

Copywriting_Prospect_Paw_Print_And_Mail
Background vector created by Dooder – Freepik.com

One of the most important things to remember is that what is right for one prospect or product is not right for another. Your copy may be well-written and your message effective for a certain audience. But if it’s not the audience your product is meant for, your product is not going to sell.

That’s why it truly pays to take the time to identify and understand your prospect. Key demographics like age, gender, average income, and location are important, but for a truly effective sales message, these categories aren’t enough. You’ll also want to ask yourself, what are my prospect’s interests and worries? And go even deeper: what are their core beliefs and desires?

Develop a system or form that you can use to chart out information about your prospect, from the most basic to the most personal. When you get to the core of what really matters to your prospect, you can better target your message, and you will be making a deeper connection with your audience, leading to increased sales.

How do you find information about your prospect? While you may have a basic idea of who is purchasing from you, there are a few resources you can use to help get to the core of who your prospect is and what matters to them:

  • Read customer reviews, testimonials, and surveys
  • Get to know the product well and test it out yourself
  • Look at past promotions to see what was and was not effective
  • Talk to the individuals who developed the product—why did they create it?

Remember that each product you sell may have a different audience, or you may have multiple audience segments for just one of your products or services. Personalization techniques allow you to segment your audience, communicating a unique message to each group.

2. Create an Emotional Connection with Your Prospects

Think about a time when you went into a store to make a purchase. Maybe you encountered a pushy salesperson, who kept up a constant spiel of details about the product you were looking at, pressuring you to buy.

How did that make you feel? Did you just want to walk out of the store?

If you did, you’ve experienced a feeling many consumers have: prospects don’t like the idea of being sold.

So, how are you going to get any sales? You need to create an emotional connection with your prospects. While your product or service may have great features, the features alone are not going to be as compelling to a prospect.

Instead, consider the benefits. This is where knowing the struggles and desires of your prospects will be extremely helpful. If you can show how your product provides a benefit you know your audience is looking for, or how it will help them to achieve a goal or solve a problem, you will create a deeper connection with them.

Here’s an example. Say you’re writing copy about a new car model you are selling. Rather than structuring your message around the materials or technical features, you can focus on the notion of safety. Maybe your car is a sedan or SUV you plan to market to families, who are rightly concerned about getting everyone safely from one place to another. If you know your prospect, you’ll know that safety, comfort, and being good parents are important ideas for them, and you can market your product accordingly.

3. Story + Transition = Sales

One of the best ways to bring emotion to your marketing copy is by telling a story. Stories are an engaging way to show the benefits of your product or service.

An effective story could run like this: start in the middle of the story, describing an instance of a fear or desire you know your prospects have experienced to draw them in. Then, go on to show how your product will benefit the prospect by solving the fear or allowing them to achieve the desire.

You want the prospect to see themselves in the story. Use the story to bring to life the benefits your prospects want and demonstrate how purchasing your product will directly lead to those benefits.

Something to keep in mind when writing copy or a story is to market a transition. As a part of defining your prospect, you’ll want to think about where they are now as well as where they want to be.

We can use the example of the car to illustrate this. The prospect may be anxious about driving their current car because they feel it isn’t safe enough to protect their family in case of an accident. Where they want to be, and where your story can show them ending up, is in a place where they are able to relax and enjoy driving again because they know they’ve chosen the best car for their family to travel safely.

You want your copy to illustrate this transition is possible and will bring the desired benefits—but only if the prospect purchases your product.

4. Speak to Your Prospect

Copy_Language_Paw_Print_And_Mail
Business vector created by Dooder – Freepik.com

Language is an essential piece of copywriting. Even a compelling, emotional story will not be successful if you don’t write in the language of the prospect.

Formal and technical writing is not your friend here. This style certainly has its place, but marketing copy works best when you write the way you talk. It requires you to use words and phrases your prospects regularly use, written in a conversational, one-on-one tone.

In general, copy should be made up of short sentences and commonly used words, and free of jargon. The individuals who developed your product or service probably speak about it in technical terms, which may have little to no meaning for your prospects. It may seem like using these kinds of technical words will give your prospects the impression that your product is well-developed or backed by science and technology, but there is a greater chance you will end up confusing them.

Certain words will have certain meaning for certain groups, so, again, you want to be specific about who you’re marketing to. In a B2B context you may have more flexibility with technical terms that are commonly used in the industry of your audience, so some jargon may be appropriate.

Copywriting is an essential piece of the marketing process, but we know it can be hard to find the time to write copy that hits just the right note with your prospects. At Paw Print & Mail, we have the copywriting (and content writing) experience to help you reach your audience, so contact us today to get started on your next marketing campaign.

Subscribe to our email list so you never miss a post from Paw Print!

 

Copywriting vs. Content Writing

Copywriting_Content_Paw_Print_And_Mail
Business image created by Katemangostar – Freepik.com

Think about the last ad you saw, watched, or heard. Maybe it was a radio jingle that’s now stuck in your head. It’s catchy, right? And it was likely written by a copywriter.

Often the words “copywriting” and “content writing” are used interchangeably, but they’re actually quite different approaches to marketing, requiring different techniques to be successful. Though they function differently, copywriting and content writing ultimately have the same end goal: to generate leads that convert into sales. And both are essential tools of a well-rounded and successful marketing strategy.

So, what’s the difference? How can you make use of both to jumpstart your marketing?

What is Copywriting?

Advertisements are everywhere in our lives. We see them in print and on the web, hear them on the radio, and watch them on TV. Experts estimate that each of us is exposed to an average of 5,000 marketing messages per day.

Of course, our minds don’t register all of these messages, though many slip through our subconscious. We may only consciously register a handful of the ads that we see, and it may take multiple impressions before an ad sticks in our mind.

With so much competition out there, it’s critical that your message stands out and leaves an impression. That’s why good copy is so important. Think about slogans like Nike’s “Just Do It” or “I’m Lovin’ It” from McDonald’s. Hearing these phrases triggers an immediate association with the brand, and they have inspired brand loyalty.

These slogans are an example of good copywriting, and illustrate the basic idea of what copywriting is: short-form content written with the intent to drive sales. We can define copywriting as writing meant to persuade the reader to take an action, typically to purchase a product or service.

Copywriting appears on any kind of advertising content you can think of, including a direct mail piece, a website landing page, a digital or print advertisement, and a sales email. All these pieces function as channels to increase company sales. While copywriting is not branding, it works to fuse your products/services and your company personality together to create a brand identity.

It’s important to be concise with copy. You have a limited amount of time to gain someone’s attention, so your copy must be short enough to be consumed in one glance (think “Just Do It”) or compelling enough that readers will be intrigued and eager to read more. You can think of copywriting as a three-step process:

  • Create an emotional connection with your prospects by identifying a major pain point or desire.
  • Cultivate need by showing that escaping pain or achieving desire is possible for the prospect.
  • And position your product/service as the solution (with a call to action).

What is Content Writing?

In contrast, content writing is written to inform. It should also be engaging, if not entertaining, and it must align with your brand’s personality and voice. Though it still functions to increase sales, content writing does so in a less blatant way than copywriting.

Offer your customers informational content to help them solve problems in your area of expertise, in the form of a blog, video, ebook, or whitepaper. Customers will often do a great amount of research before committing to a purchase, and if you position yourself as an expert in your field, it will attract more sales in the long term. You can provide your customers with answers to questions before they even have to ask.

Through consuming your content over time, you will build trust with your audience, eventually converting them to customers. Content writing leads to sales by information and examples, rather than a snappy sales pitch. Since content writing doesn’t have to be as concise as copywriting, you can expand upon your topic and really show your knowledge.

It also has the added step of requiring search engine optimization (SEO). To ensure your content is found on the web, you’ll want to keep key words and SEO in mind when writing, as web searchers can ultimately become clients—but only if they can find your content. Content writing pieces are also the type of marketing content your customers will share, often on social media.

What Can Content and Copywriting Do for You?

Here’s how to think of the difference between the copywriting and content writing, using the example of Nike. Through copywriting we can learn that Nike is a fitness apparel company focused on being trendy and active, as well as advocating customers to achieve their fitness goals. This is their brand. With their content writing, Nike can establish themselves as qualified activewear providers by creating content to inform their audience on topics related to fitness, athletic footwear, and health/wellness goals.

Copywriting_Increase_Sales_Paw_Print_And_Mail
Business vector created by Dooder – Freepik.com

Want even more of a comparison? Check out this conversation between a professional copywriter and a content marketer.

The important thing is that neither copywriting nor content marketing works very well without the other. Including both copywriting and content writing in your marketing strategy is critical for development of a well-rounded marketing plan. Businesses need a concise sales pitch to drive sales and increase brand awareness. And long-form content is becoming more and more crucial to development of a brand’s story and credibility.

Both types of writing offer value to the customer, whether by showing them ways you can solve their problems or by providing them with high-quality information that they’ll find useful. They can be used in conjunction to turn leads from the prospect stage into return customers and ambassadors for your brand.

Though each type of writing requires a different thought process, both must be well-written, and require the writer to be in the mindset of the audience. The prospect is the most important person in the copywriting process, and you have to speak to them in ways they can understand and relate to. If you aren’t reaching your prospective audience, your marketing efforts will be for naught.

While writing is an essential piece of the marketing process, we know it’s challenging to find time to give your written content the attention it deserves. At Paw Print & Mail, we offer copywriting and content writing services that will help enhance your marketing strategy. Contact us today to get started on your next marketing project.

Subscribe to our email list so you never miss a post from Paw Print!

Reaching the Elusive Millennial

Who Are Millennials?

What goes through your mind when you hear the term “millennial”? It’s a word that seems to be everywhere these days. But who are millennials? What makes them tick and drives their decisions? And how can you communicate with them?

Millennial_Marketing_Paw_Print_and_Mail
Created by Javi_indy – Freepik.com

Understanding what a millennial is and how exactly you can reach them is an elusive concept, one that is often frustrating to marketers who are trying to connect with this generation. You may have experienced this yourself, and I have both good and bad news for you. Since they are a very diverse group, no single marketing strategy is going to allow you to reach every millennial.

But the good news is, there are several approaches proven to resonate with millennials, and they’re not as hard to grasp as you may think.

Watch this video to get a clearer idea of who millennials are and what’s important to them:

Millennials have a different world-view, and need to be marketed to differently. They are a demographic that, in sheer numbers alone, is more populous than the baby boomers, giving millennials significant purchasing and decision-making power, a power that continues to grow annually.

Since millennials currently make up 25% of the U.S. population and will compose half of the American workforce by 2020, it’s important that marketers understand the best way to reach this demographic. Though they cannot be defined by income, career choice, or marital status, there are a few generalities that can be made:

  • It is largely agreed that individuals born between the early 1980s and the early 2000s are millennials.
  • As the first generation to grow up in the online era, they are used to digital communications and having more choices than previous generations.
  • Millennials are the most educated generation, though they also have more student debt.
  • Meaning, experiences, and causes are all important topics/ideas for them.

So, how can you successfully market to millennials?

1. Enhance Your Digital Marketing Strategy

Millennials are used to receiving information from many channels, and they tend to be multitaskers, plugged in across devices and sharing content across media. Consistency across platforms is key for engaging millennials with your marketing. Having a constant message and representation of your brand helps them to connect with your company.

Since so many millennials are accessing content on smartphones and tablets, you need to adopt a multi-channel strategy focused on mobile optimization. That may mean reworking your website into a responsive template, making it accessible and easily readable across devices of any screen size.

Millennials spend 48% more time watching video than the average online user, and 60% of them upload their own video, images, and blog content to the web. According to Hubspot, millennials are 247% more likely to be influenced by digital resources like blogs and social networking sites than previous generations.

That’s huge! And, it means that connecting with millennials requires you to develop a social strategy. Find the social media sites that work best for you and make them a part of your daily marketing plan. Adding a YouTube account or creating your own video content for Facebook or your website can also be effective. Millennials want to see helpful, informative content that they can engage with, so make sure your digital strategy offers them more than just what you’re trying to sell.

2. Embrace User Generated Content

The Baby Boomer generation relied on traditional forms of advertising, like radio and television ads. Marketers could expect that running an ad on TV would lead to many new sales and customers. Millennials, however, are much less likely to make a purchase decision from such an ad. What do they like? Brand interaction.

User generated content is one of the top ways that millennials make purchase decisions. They want to read honest reviews from customers who have purchased a company’s products or utilized their services. A study by Bazaarvoice found that 84% of millennials are influenced by user generated content when making purchase decisions, and 73% believe it is important to read others’ opinions before making a purchase.

If traditional ads are all about getting consumers to pay attention, making use of user generated content in your business is about building trust, which is high on the list of what millennials want from businesses. They like to do business with brands that are authentic and human. And they want to be able to interact and have a conversation with those companies.

What does this mean for you? Make it as easy as possible for public discussions about your brand to happen. Whether it’s on your website, a blog page, or your social media sites, get customers talking about your brand.

Facebook gives you the option of allowing reviews on your page, and this can be a great place to showcase what people are saying about your business. They might not always have good things to say, but a public forum is a place where you can show your willingness to resolve issues and take customer suggestions. Potential customers will see this, and it will help you to appear more human in their eyes.

Millenial_Review_Marketing_Paw_Print_and_Mail
Business image created by Photoroyalty – Freepik.com

Customers that love your brand will want to say so, and they will become brand ambassadors by talking to their friends and family about their experience. This group is more likely to respond to a peer review than a pop-up ad. You can also invest in influencer marketing, essentially building relationships with individuals that have influence over your customer base and can reach them through mediums like social media, in ways that your brand may not be able to.

Try giving customers a chance to bring their personality to your brand and be a part of brand decisions. For instance, Lays has given customers the ability to choose the next chip flavor, and Coca-Cola ran a campaign asking fans to get creative and interpret what the brand means to them in an artistic medium of their choice.

3. Personalize Direct Mail for Millennials

Millennials are used to digital marketing channels, and they rely heavily on what their community has to say about a brand. However, this does not mean that online methods are the only way to reach your millennial audience. US Presort, a direct marketing company based in New York City, conducted a surprising study about millennials and direct mail. Check out some results:

  • 84% of millennials regularly read through their mail, and 64% would rather find useful information in the mail than from an email.
  • 50% of millennials ignore digital ads, while only 15% ignore direct mail.
  • 90% of people between 25 and 34 believe direct mail is reliable.
  • 77% pay attention to advertising through direct mail, and over half have made a purchase from a direct mail offer.

Those are some pretty compelling statistics in favor of using direct mail to market to millennials. As we learned above, millennials like to hear personal stories when considering a brand, and one of the reasons direct mail is so popular is that it can be extremely personalized based on categories like purchase history, interests, and geographic region. Printing technology is also considerably advanced, so you can add to the tactile benefit of direct mail by incorporating creative folds, colors, and textures that will make your mail memorable.

4. Increase Engagement & Market an Experience

Millennials feel trust when a brand’s values align with their own, and those values often include a desire to support a cause or charitable mission. Nearly half of millennials are more willing to purchase from a company if that company supports a cause, and 37% will pay more for a product or service if it will help a cause they believe in. Philanthropy adds to the human side of your brand that is so important for millennials. If your business supports a cause, make sure people know about it.

Being able to give back while conducting business with your company changes the brand experience, and for millennials, experience carries more weight than a physical purchase. 78% of millennials prefer spending money on experiences rather than purchasing an item, and over half are spending more on events and experiences now than they ever have.

This may seem hard to work with if you’re in the business of selling a product, but it’s all about how you market it. Millennials are very receptive to storytelling in advertisements, and you can use that to your advantage. If you sell tents, for instance, make your ad about the experience of camping, how it allows you to relax, have fun, and connect with friends and family, rather than focusing on the physical and monetary benefits of the product.

You can also hold an event to get prospective customers more excited about the buying process. Attending the event heightens the experience of shopping, and it is a great opportunity for millennials to connect to the personality and human face of your business.

 

We recognize that crafting a marketing plan can be a challenge. Contact Paw Print & Mail and let us help you find the right strategy to market your business to millennials, or any demographic you are trying to reach.

Subscribe to our email list so you never miss a post from Paw Print!

Make Your Marketing Powerful With Humor

Quick! Stop what you’re doing and watch this video!

Did it make you laugh? Every time I see this commercial, it makes me smile.

It’s probably true that all of us can use a good laugh. Humor is a big component of what makes many advertisements successful, and can strongly affect the way we connect with and respond to marketing messages.

A key concept of marketing today is to not just provide your customers with products or services, but to also serve as a knowledgeable source of information about anything and everything related to what your company does. When you provide customers with helpful info, it builds trust in your relationship with them and gives you greater credibility.

That seems great, right? So much so that you probably want to focus the bulk of your content development efforts on generating information that will be the most useful to readers and help them to best achieve whatever it is that they are trying to achieve with your guidance.

But helpful information isn’t the only way you can build trust in your brand. Humor is an extremely effective piece of content marketing. And if you aren’t making use of it, you should be.

3 Key Benefits of Humorous Marketing Content

Think of the person you know who’s most likely to be the class clown. Is it sometimes hard to take them seriously? Probably. One of the arguments against using humor in marketing is that it can cause you to lose credibility and seriousness in the eyes of your audience—and if you lose those, your brand is in bad shape.

But guess what? This isn’t true, at least most of the time. Humor is not just a laugh as we skim through funny cat videos. Rather, humor creates a human connection.

Humor is a natural part of conversation, and it has an impact on our emotions, bodies, and brains. When you use humor in your marketing, it gives your business a human side. You’re not just a faceless source of information, but a real person who understands the emotions and problems of your customers and can help to solve them.

Because humor is so impactful, it has significant influential power. We watch funny videos of cats or ridiculous comedy movies because they are an emotional distraction, helping us to reduce stress. Humor inspires a feel-good reaction, and when you can make your customers laugh, it creates a connection between you and them. If you can make your audience feel less stressed, you are giving them the impression that your business can help to relieve their stress in relation to whatever services your company offers. You create a bond with them that makes your business more relatable.

Humor is also memorable and enhances learning. A study by Chegg, a textbook rental service, found that nearly 80% of college students remember ads that make them laugh. The basic purpose of an advertisement is to tell your audience who you are and what you do, while inspiring them to purchase your products or services. If your ad is memorable, it will stick in people’s minds. Though their brain is remembering the amusement they felt from viewing your ad, they will also remember what you’re offering, and will be more likely to go to you for their future needs.

Think about the above Volkswagen video, or the last piece of funny content you saw. After you laughed at it, what did you want to do? Since humor is such a key part of our conversations, it’s likely that you wanted to share the laughs with someone.

Humor has been cited as the key reason why content goes viral. When your audience shares your content, they are increasing your brand awareness as well as the positive emotions they associate with your business. Humor can also catch people off guard, lowering their defenses and making them more receptive to your message.

So, to recap—3 benefits of humor are:

  1. It creates a human connection between you and your audience.
  2. Humor makes your advertisements and content more memorable.
  3. Funny content is more likely to be shared, leading to greater brand awareness.

 Your Sense of Humor = Your Brand

There are also three reasons why marketers are afraid to make humor a part of their content development strategy:

  1. That fear of not being taken seriously
  2. The humor could fall flat, and no one will find it funny
  3. Humor can be offensive

While these are all valid concerns, instead of focusing on if you should use humor, consider how you will use it. Humor is a spectrum, and no single tone or joke is going to be appropriate for all businesses and audiences. This is where you need to know your brand—the level of humor you use should align with your brand values. If you make use of humor that is visible and shocking but ultimately offensive to your audience, you are more likely to lose customers than to gain them.

Your demographic is key to determining what kind of humor fits your business. Funny content is more likely to be shared, but if you are sacrificing your reputation to reach a larger audience, you’re alienating the customers that feel loyalty to your brand.

So, how can you be funny?

    • Keep it Casual: You can adopt conversational humor by sprinkling it into your content in small doses. Maybe you use some irony or exaggeration in your blog post, or add a funny component to your next advertisement. I like this ad from Amazon:

Amazon has become a popular online retailer for a wide demographic. This ad is heartwarming and made me smile, and you don’t lose sight of the ad’s message, which is the ease and speed of ordering from Amazon. At the same time, Amazon comes across as a fun company to do business with.

  • Just for Fun: Separate your more serious content with posts created just for laughs. Share a meme or video with the sole intent of putting a smile on your customer’s faces. You can relate them to your brand in some way, or they can be totally random.
  • Rock the Boat: Some brands have the flexibility to be edgy in their marketing, while others need to stick to tamer content. If you feel confident your audience would respond favorably to shocking content, go for it. Create an ad campaign that makes you stand out from competitors in your industry, and will get your audience talking.

The most important thing to remember with humor is to keep it simple. If your audience has to think too much about what you’re saying, they won’t be laughing, and you’ll lose the chance to make that powerful connection. But if you can get it right, a touch of humor could be just what your business needs to increase marketing success and develop a stronger relationship with your audience.

Subscribe to our email list so you never miss a post from Paw Print!

 

Enhance Your Sales With Marketing Automation

Marketing_Automation_Paw_Print_And_Mail
Be more effective with your marketing. Image created by Freepik.

As a business owner, staying in touch with your customers is the key to solidifying those vital relationships and growing your business. You want to be able to have a conversation and convey your brand so they’ll return to you for their needs, rather than go to your competitors. But penning a personal message to a customer (and being able to anticipate when you might need to) can consume a lot of time.

Marketing is a core function of any business or nonprofit organization and it should be high on the list of your resource investments. But that doesn’t mean it has to consume all of your work time. An effective way to keep communication open while consuming less time is through the use of marketing automation.

What Is Marketing Automation?

Wikipedia defines it as the use of an automation platform to streamline sales and marketing efforts by replacing high-touch, repetitive manual processes with automated solutions. Essentially marketers can do more in less time, with greater efficiency, allowing them to focus on high gain activities while the technology delivers effective marketing results. Most marketing automation solutions today are cloud-based applications that enable marketing professionals to seamlessly integrate off and online media, such as Direct Mail, Email, Web, SMS (text messaging), Social Media, and Mobile, to create highly personalized and unified experiences across multiple channels.

With an automation campaign, you develop content that the application sends to your customers when it is most effective to do so. The technology allows you to give your messages a human touch and make them as personal as you’d like them to be, so your customers will feel connected to your brand.

The components inherently built into a typical automated marketing campaign include:

  • A trigger, most often an email, direct mail piece, or both.
  • A campaign-branded landing page, with one to a few qualifying questions, either with or without a download deliverable like an eBook, white paper, or other offer of value.
  • Thank You or follow up touch(es) to continue the conversation or close the loop. Throughout the entire process, personalization is employed to greet and engage.

This process gives marketers keen insight into the level of interest and/or stage in the buying cycle the customer or prospect is at. The qualifying information gathered forms a higher level lead for your sales team to evaluate and act on. This saves companies and nonprofits time and money by focusing on leads that have a higher probability of advancing in the sales or donor cycle. Whatever goals you have for your business, marketing automation can help you meet them through the development of targeted campaigns that will get you results.

Marketing automation is also a means of scaling your marketing outreach by being able to reach all or segmented parts of your contact list at once in a highly personalized fashion. This allows you to accomplish your objectives of building brand awareness, educating your customers, prospecting for leads, asking for referrals, and client nurturing.

Marketing automation is an effective tool that you can use as part of your marketing mix to not only generate leads, but generate QUALIFIED leads… and this is an important distinction to understand. Since the number one goal of most marketers is demand generation for their sales organization, one of the key opportunities of investing in marketing automation is to be able to develop well-executed lead nurturing programs. The added capability to create rule-based multi-touch drip marketing campaigns, leading to improved results, is one of the reasons why marketers embrace the solution.

Employing this strategy, the marketer is able to deliver “Sales Ready” leads to sales for immediate follow-up, while the remaining prospects are nurtured until they move to the “Sales Ready” category. This approach leads to significantly improved revenue results and marketing ROI. In fact, Forrester Research reports that companies leveraging this approach generate 50% more sales-ready leads (key revenue producing opportunities), at 33% less marketing cost.

4 Essential Benefits of Marketing Automation

While automation is a complex and layered process, here are four main reasons to invest in it.

  1. Do More in Less Time: While setting up your automation software takes time upfront, once you have developed your content, you’re saving time in the long run. Rather than crafting emails individually, the software contacts customers and leads for you, leaving you with more time to focus on high-gain activities and develop new areas to market and grow your business. You’ll be able to generate more revenue, from increasing the number of leads who convert to customers as well as the extra time you’ll have to enhance your marketing strategy. 
  1. Target Leads More Specifically: Customers and prospects will receive content in a timely manner that is targeted to their needs, interests, and content preferences. You can reduce the quantity of cold calls by generating a supply of qualified leads. 
  1. Increase Action: Since content is specific to where each customer is in the sales process, it increases the likelihood of that person taking the intended action. 
  1. Enhance Communication: Being in contact with your customers more often and more specifically increases your connection with them and can help to create more of a dialogue, as you learn customer preferences, needs, and behaviors.

Marketing automation is essentially using applications software to automate your marketing efforts. It is a digital tool that executes a predefined marketing campaign that, once the launch button is pressed, so to speak, delivers your marketing message in a systematic, consistent, and timely fashion.

While not all automated marketing campaign applications are created equal, the more robust applications, like those employed as a service here at Paw Print & Mail, are capable of effectively using cross-channel touches, like email and direct mail, working in harmony to put your message in front of your customers and prospects in an orchestrated fashion. Contact us to get started on marketing automation for your business.

 

Subscribe to our email list so you never miss a post from Paw Print!

5 Essential Parts of a Capital Campaign Brochure

Capital Campaigns: The Basics

Capital_Campaign_Paw_Print_and_Mail
Created by Creativeart – Freepik.com

Working for a nonprofit, you want to do as much good as possible. One of the most effective ways for nonprofits to achieve larger development goals is with a capital campaign. A capital campaign is a period of heavy fundraising efforts, when nonprofit organizations work to raise a significant amount of money within a specified period of time. Often this kind of campaign is used in order to raise funds to acquire, build, or expand a facility, or to set up an endowment. A large-scale campaign like this can be the only way for an organization to achieve goals that are vital to its efforts.

In order to ensure you meet your goals within the time period specified, targeting your efforts is essential. Unlike more general fundraising efforts, capital campaigns are specific, and require defined target benchmarks as you move through the campaign timeline. Capital campaigns give your supporters a specific, concrete goal that their dollars will go directly towards funding.

 A Key to Capital Campaign Success

Running a capital campaign requires numerous steps and committed individuals, and one piece of the puzzle is awareness. When looking to raise a significant amount of funds, it’s critical to develop an awareness campaign that will be compelling and impactful for the duration of your fundraising.

Printed materials like brochures are an effective way to educate your donor base about your campaign. Making use of official printed materials helps to give donors a sense that your campaign is structured and professional. A well-designed brochure can give you the confidence that your campaign is being presented in the best light, and gives your campaign goals a greater chance of being met.

A brochure helps to tell the story, including who is involved, the mission of your organization, the details of the project (including costs and intended outcomes), and how to give. With a brochure, as with all of your campaign materials, you’ll want to focus your message on the benefits your campaign goal will have for the community that you serve, rather than just on the building or item itself that you’re looking to raise funds for.

Capital Campaign Brochure Outline

Part 1: The Introduction

While you probably have a lot to say about the needs and deeds of your organization, you’ll want to keep your brochure’s introduction brief. This is a good rule of thumb to follow throughout the brochure. Your copy should be clear, concise, and written in an enthusiastic tone that speaks to your donors and helps them become excited about your mission and the positive outcomes that will result from their contribution to reaching your capital campaign goals.

Readers may have extensive knowledge of your nonprofit, or they may know very little. To make your brochure accessible to everyone, you’ll want to include a short overview of your organization, including who you serve and the types of programs you provide. This can help to give your nonprofit credibility as you guide donors throughout the specifics of your campaign.

Part 2: Your Mission

Somewhere in your brochure, preferably towards the beginning, you’ll want to include a concise version of your nonprofit’s mission statement.  Alongside your mission, it’s important to show donors the current impact of your organization. Include specific facts/figures to reiterate to donors the good work that you do and show them why they should contribute to your growth. This section is a good place to include an impactful quote from someone that has benefited from your organization’s services.

Part 3: The Capital Campaign

Once you’ve shown donors who you are and the good you do, giving them a reason to support you, it’s time to outline the details of your capital campaign.

This is the meat of your brochure. Start with describing your need, and make sure to be specific. You want to show donors that this campaign is well thought out, both in terms of your needs and the intended outcomes. Donors will want to know specifically what their contribution will be funding. Having a concise description of your vision, proposed outcomes/solutions, and how exactly the funds you raise are to be used will give your campaign credibility.

Part 4: Why Now?

It’s important to ground your capital campaign in relevance. While you’ve already described the needs of your organization and how you hope to resolve them, here is your chance to show the larger community impact and the timeliness of your campaign. It’s likely that your nonprofit works to meet the needs of individuals as well as the larger community in which you live, and showing how you fit into the bigger picture can be an effective way to compel your donors to contribute.

 Part 5: Where Do You Fit In?

When developing your brochure, put yourself in your donors’ shoes. Anticipate the kinds of questions your donors will have, and answer the major ones in your brochure. Then, your donors will see your materials as a credible resource for understanding the issue or cause you work to aid, and give them confidence in the necessity and success of your campaign’s mission. Draw the donor in and make it personal with context that makes them part of the solution by leading with something like, “this is where you come in….” You want your donors to feel that their contribution is vital to your campaign’s success and to show how the larger issue may be affecting their lives. You can also use this section to thank your donors in advance for their support.

Design Tips:
  • Strong visuals are crucial to ensure that donors can visualize the intended outcome of the campaign that their dollars are going to fund, as well as the people who are going to benefit from this development.

 

  • Focus on being visually cohesive. Bring design elements from your nonprofit’s website or other printed materials into your brochure, so readers will be quick to associate your campaign with your organization. If you have a logo or design aesthetic in use for other campaign materials, be sure to use them consistently across the board. Consistency and a unified message will enhance the credibility of your capital campaign.

 

  • Leave a generous about of negative space to help the most important information stand out and make it easier for readers to process. Try to keep your information simple, but as effective as possible, with a clear call to action.

 

  • Adopt a multi-channel approach. A brochure can help drive traffic to a website, where donors can learn more about your organization and make donations. Include the essentials in your brochure and integrate it with your digital marketing, making it easy for your donors to donate, contact you, and find your digital resources.

 

Paw Print & Mail specializes in nonprofit fundraising appeal production, including capital campaign brochures. Contact us for assistance with materials for your next fundraising campaign.

Subscribe to our email list so you never miss a post from Paw Print!

Boost Your Marketing During the Slow Season

Marketing_Plan_Paw_Print_And_Mail
Business image created by Peoplecreations – Freepik.com

The dog days of summer may inspire you to do little more than stretch out in the sun with a cool drink and a good book. Blue skies and warm breezes have you running to the beach, not to the office.

The hottest time of year weather-wise can often be the coolest time of year business-wise. Whether your slow season falls during the summer months, the colder season, or somewhere in between, extra time on your hands can be a great opportunity to invest in your business. While less business may seem like a bad thing, welcome slower times as a chance to revisit and revise parts of your company, like your marketing strategy, to ensure busy times will come around again.

Reach Out to Your Customers

One of the most important things to remember, especially during slow times, is to create consistent content. For instance, if your business is only open certain months of the year, don’t market your business only during those months. Your goal is to keep your company relevant and in people’s minds, so that when you open for business again, customers are excited about it.

Get into the habit of creating and sharing content on a schedule, that is as similar as possible during busy and slower times. Social media is always in season, and keeping up with social media accounts ensures that your followers regularly hear from you and are consistently receiving content from your brand. While that content is likely to change somewhat throughout the year, the most important function of social media is to stay in touch with your clients and customers, regardless of how busy your company is.

A great way to utilize social media is to share content you create, like marketing offers or blog posts. If you can find a way to translate your content across seasons, you can show the relevance your product or service holds at all times. Consider what your audience is interested in, and carry that interest throughout the year.

Producing content consistently ensures that you can be seen not only as a source for products and services, but as a source of knowledge. Providing your customers with relevant, helpful information ensures that consumers will be more likely to look to you when making a purchase

Reconnect with Clients

When you’re so busy working with clients that you barely have time to take a breath, it can be hard to find the time to follow up on potential leads. If you’re going through a busy period, you’re focused on all of the opportunities that are coming in to you, and not thinking as much about lead generation. But, when slower times do come, they are a great chance to connect with leads that have expressed interest in your products or services, but were previously not ready to follow through with a purchase. Having allowed some time to elapse, these leads may now be in a position to work with you, and you’re able to devote more time to making their experience with you the best it can be.

You may also want to evaluate your client list and get in touch with clients you haven’t heard from in a while. These customers could be in the process of creating new business for you, and in reaching out to them you can show how you value the relationship you have with them, and help ensure they follow through with their purchase.

Slower times for your business could mean taking the time to develop materials for reaching out to a new niche market, in order to generate fresh leads. If you’ve seen a trend during your busier times, of a certain industry or demographic that frequently uses your services, you can create a campaign to generate more leads from that niche.

Another way to utilize slower periods is to organize and host an open house or an off-season sale. You’ll create a chance to talk and connect with your customer base, while also attracting new business from those who are interested in your company but would welcome the chance to learn more. Everyone loves a sale, and your past customers will be drawn back by the quality and deals they’ve come to expect from your business.

Reinvent Your Marketing Plan

Slow business is a good time to rethink your marketing strategy. The marketing goals you set a year ago may have been surpassed or no longer fit the direction of your business, and you have the opportunity to set new, relevant goals.

These goals could include developing a plan that makes marketing easier when you have a lot on your plate, so your strategy can stay consistently strong. This may involve implementing a marketing automation campaign, so you can develop strong content now to be used as business picks up.

Any new projects or systems you want to bring to your marketing strategy should be considered now:

  • Want an upgrade to your website? Research new templates or services to make your site more appealing.
  • Are there broken links or a lack of pertinent information available to your customers? Clean up your webpages and make your content clear and accessible.
  • Can potential customers find your site easily? Adjust your language to increase the SEO value of your webpage, so that potential customers will be more likely to find you.
  • Do your print campaigns need a boost? Consider giving your direct mail, posters, business cards, and more a redesign to keep things fresh.

While assessing your marketing plan, you may find that tactics you once relied on have simply become dead ends, and eliminating them now will allow you to focus your efforts on more lucrative enterprises.

A slow time for sales doesn’t have to mean a slow time for your business. Make the most of the down time to evaluate your business strategy and develop new approaches to marketing so your busy period becomes even busier!

Whether you’re going through a slow time or a busy one, Paw Print & Mail can help you find the printing and mailing solutions to enhance your marketing strategy.

Subscribe to our email list so you never miss a post from Paw Print!