It’s no secret that digital printing revolutionized the print industry. It has allowed commercial printers to print more, faster, while maintaining quality and consistency across a print job.
And those are all good things. However, the beauty of printing lies in its versatility. While sometimes a short turnaround time is needed, there are occasions when producing a piece using more traditional and artistic techniques is better suited for your brand or message. These so called “old school” processes aren’t as commonly seen these days, but the impression they leave is one of quality, craftsmanship, and class.
One such technique is engraving, a printing process that’s been around since the mid-15th century. In fact, there is evidence of humans engraving on shells as far back as 500,000 years ago. Engraving has a long history. It’s a time honored tradition that creates not just a finished product, but a piece of art.
To engrave, copper or zinc plates are first etched by hand or by machine. The etched plates are then coated with ink and passed through a printing press under high pressure. This gives the piece a raised look and unique, textured feel.
As you can see, engraving is a hands-on process involving many steps. And it’s worth the extra effort. Engraving catches fine details that may be lost during digital printing, creating a finished piece, with a look and feel that stands out from the crowd. Want to make a good first impression with your stationery? Engraving will hit the mark.
Like what you see? At Paw Print, we offer engraved, embossed, debossed, and foil stamped products. Stop in today to explore our samples and see how engraving can be an excellent choice for your brand.
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What does it mean to you to be a Vermonter? One thing that has always been a piece of the Vermont brand, and that’s a part of my philosophy, is minimizing our environmental impact. Vermont is overflowing with locally produced items that breathe quality and sustainability. It’s an essential part of who we are as a community.
In the business world, it’s crucial that you can back up your claims. You want your marketing, including promotional products, to accurately reflect your brand and its core beliefs. If your company has an eco-friendly focus and you’re looking to market your brand with promotional products, there are several options available produced with sustainability in mind.
While leather has long been a base material for many apparel and accessory products, there are concerns regarding its ethical and environmental costs. Many consumers today are choosing to adopt a vegan lifestyle, not only in what they eat, but also regarding the physical products they wear and use. Even those who aren’t committed vegans see the leather production process as problematic, for the animals, the environment, and the individuals who tan and cure the leather.
Vegan leather is essentially another term for faux leather. Non-leather alternatives have been on the market for a while, but vegan leather is now taking the accessories market by storm. Bags, watch bands, journals and many more vegan leather products are in high demand. Another factor in its favor is the cost—it’s more affordable than true leather options.
While vegan leather is a synthetic product, the apparel industry is getting smarter and pickier about the materials used to compose their vegan leather. This ensures that consumers can confidently purchase leather alternatives, knowing they are making an eco-friendly choice.
Biodegradable and Recycled Pens
Pens are a staple promotional product, for good reason. They’re inexpensive, useful, and great to give away. However, pens do have a short lifespan compared to other promotional products and are generally not reusable.
The good news is, the pen market is robust, and many vendors are concerned about the impact their products have on the environment. Several options are composed of either recycled paper, a corn-based plastic, or a combination of both. In addition to being composed of natural and recycled material, these pens are also biodegradable, and have a unique look and feel.
A Shirt Made from Soda Bottles
Recycled options aren’t limited to promotional accessories—there are also eco-conscious options when it comes to apparel. Though only a small portion of textiles are currently recycled, we can expect that number to grow as more consumers are actively calling for greater sustainability in the apparel market.
Several vendors are producing clothing using a portion of recycled materials, including plastic bottles and fibers from other garments. These items maintain the quality of new fiber while giving consumers added peace of mind.
We may live in a digital world, but there are always times when we need to hand write notes. A popular trend this year is the reusable portfolio. These items typically consist of a durable outer cover with removable and replaceable inner notepads.
Composed of high-quality leather, faux leather, or recycled vinyl, these portfolios are a nice branding opportunity that consumers are sure to use again and again. They are perfect for debossing, which gives the piece a professional look and feel.
Are you interested in marketing with promotional products? We have a wide variety of items, including eco-friendly options, available in our online catalog.Contact us and start a conversation about how promo can help your business today.
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$44 million. That’s how much was raised during a telethon last September hosted to support victims of Hurricane Harvey. Oprah and Beyoncé joined a cast of celebrities encouraging people to give and fielding calls from donors.
And remember those sad ASPCA commercials starring Sarah McLachlan? The ASPCA raised $30 million in just the first two years of that campaign.
These numbers are admittedly larger than many nonprofits can expect to see from any one campaign, but they show the effectiveness of influencer marketing. It’s an increasingly popular marketing trend, where companies partner with well-known celebrities, politicians, and business people to promote their products. And, it’s an effective sales tool—in 2016, revenue generated from influencer marketing on Instagram alone topped $570 million.
You’ve probably seen countless celebrities starring in commercials as a spokesperson for one product or another. But influencer marketing can be much more involved, with influencers sharing their personal stories and placing themselves behind brands.
As we can see from the examples above, having influential people spread the word about a company or product isn’t limited to marketing. It is also an effective fundraising tool that many nonprofits have made use of.
Consumers trust word-of-mouth much more than any advertisement. Fundraising is similar. According to The Georgetown Digital Persuasion Survey, 65% of donors learn about causes from friends and family. Even if potential donors don’t know an influencer personally, seeing a friendly face creates a connection, often leading to greater awareness of and engagement with that organization.
And, as we know, compelling a donor to give requires making a connection with them. If you’re struggling to do just that, influencers can be helpful, because their stories come across as personal, legitimate and real.
What Constitutes an Influencer?
Sometimes influential people will discover your organization on their own, organically sharing and promoting your mission. Often, however, it’s up to you to cultivate a relationship with individuals you believe have significant influential power to impact your nonprofit.
So, who will you reach out to? Just because a person is influential does not mean they are a good fit to promote your organization. You’ll want to consider how this person and the audience they influence are connected to you and your mission.
First, define your audience. Who are you trying to reach? If your nonprofit works on a local level, consider regional politicians or local celebrities as influencers. And if your work covers a wider area, look for individuals recognizable nationally or internationally.
Also look at demographics. Maybe you’re hoping to increase the number of millennial donors, as your donor base is aging. Look for younger influencers who know how to communicate with that demographic. They’ll understand how to best connect your mission with outcomes millennials are looking to achieve.
Lastly, does this influencer embody your mission? If you’re promoting environmental advocacy, it makes sense to connect with individuals known for supporting this cause. Whatever your goals, make sure your influencer makes sense for what you want to accomplish and who you want to reach.
Influencers don’t necessarily have to be known to a wide variety of people. If they are influential within their field or niche, and the field or niche you’re looking to reach, you can create a successful partnership.
The Power of Social Media
One place that influencers have power is on social media. They often have a large, established base of followers that look forward to hearing from them. By generating compelling content that’s tied to the message or mission of a nonprofit, social media mavens can attract a lot of attention for your organization, making a wider audience of people aware of you and compelling them to give.
The Georgetown Digital Persuasion Survey found that 68% of donors decide to give after interacting with a cause through social media. While donors may first encounter one of your social pages, their first contact with you may be from an influencer’s post.
Think of the viral ice bucket challenge from a few years back. Many people became aware of the cause and chose to donate from seeing celebrities and friends completing the challenge, rather than engaging with an official page from the ALS Association.
You can identify potential influencers by examining engagement with your social posts. There are likely certain individuals who frequently share or comment on your content. As with any influencer, social media influencers can have a larger or more modest following, popular on a national or regional scale. Adding a few of these individuals as influencers can have a larger impact than you might think.
It may seem intimidating to ask a well-known person to promote your organization. But it doesn’t have to be. Not every influencer has to be a VIP. Start small, whether by reaching out to people with a smaller circle of influence or just by asking for a minor commitment to start. You could invite a potential influencer to attend or speak at an event, or to volunteer with you for one day. Over time, it will feel natural to increase the influencer role as your relationship with that individual deepens.
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It’s the season of giving, and as you celebrate the holidays with family and friends, you may be feeling a renewed sense of generosity and goodwill. At this time of year many of us give not only to those on our gift lists, but also to those who may be struggling to feel the same good cheer that we’ve come to expect during the holiday season.
Many companies choose to give back during the holidays as well. Your business can make an impact by making charitable giving a part of your business model, not only seasonally, but year-round. This kind of altruism isn’t just good for the spirit—it has important benefits for your business as well.
How Charitable Giving Helps Businesses
Giving Motivates Your Employees
While the good vibes of giving a gift may fade after a short while, long-term involvement with a charitable organization has lasting and powerful effects on employee satisfaction. A survey earlier this year by Great Place to Work found that employees who had a positive experience of giving back at their companies were 4 times more likely to give extra to get a job done, more likely to be brand ambassadors, and more likely to want to stay at their companies long-term.
Another study by the Cone Cause found that employees involved in causes through their company were 28% more likely to be proud of their company’s values and 36% more likely to feel a strong sense of loyalty than employees who were not involved. Philanthropy can also help employees bond as they work together for a cause, building a strong sense of teamwork and morale.
Generate Positive Vibes for Your Brand
When you make a long-term, involved commitment with a charitable organization, awareness of your brand spreads throughout the community. At the same time that you’re doing good, your community is learning who your brand is and what matters to you. You’re building connections with members of your community, and your name will be talked about in the community in a positive light. And, because word-of-mouth is the top way that consumers make decisions about brands and products, you’ll be generating positive conversations about your brand that will lead consumers to look to you for future needs.
Stand Out from the Crowd
Since not all companies are going to incorporate charitable giving, doing so differentiates you from your competition. The Cone Cause found that in the last year, 41% of Americans bought products because those items were associated with an issue or cause. Consumers, especially millennials, are more willing to purchase products or services from companies that support causes. There is an added sense of trust and of humanity that is present when a brand’s values align with those of consumers—which leads to increased customer loyalty.
Sometimes donations of funds, items, and some volunteer expenses can be deducted from your taxes. Ask your accountant for more specific information on how you might do this.
Walk the Talk
First, consider why you are giving back and what cause you will give to. The more personal your causes and reasons for giving are, the more genuine you will come across and the easier it will be to share your story. Maybe you or a loved one was helped by a cause, and you want to support others experiencing similar situations. Or maybe you recognize certain opportunities or advantages you’ve had and want others to have those same opportunities. It’s not the size of the gift but the sincerity of your giving that matters most.
Also think about how your chosen cause ties in with your company. If you sell pet food and supplies, you could support local pet shelters. At the same time you’re helping animals find loving homes, you’re creating potential customers for your business who will need to shop for their new pet. Or if you sell women’s clothing, you could sponsor a fundraiser for breast cancer research. Many of your customers may have had experience with cancer or know someone who has, so you’ll be deepening the connections you have with them.
Other Ways to Give
Have a portion of overall profits or overall proceeds from a certain product or service go to a charity.
Design a product or service specifically for the cause you want to support. You don’t have to give 100% of profits to the charity, but you can market the product as created with the intention of supporting a specific group or cause.
Market products as buy one, give one—consumers know each item they buy will be matched and given to someone in need.
Set up scholarships to help students succeed. If you’re a tech company, you could support a scholarship that allows students access to special opportunities like coding classes or workshops.
Whichever strategy you decide to use, it’s essential that you are consistent in what you give and when you give. Maybe you decide to give quarterly, so you can tell your customers that in the last 3 months you were able to give a specific amount with their support.
Contributing financially to a charity is admirable. However, giving money alone will not have the same impact on your employees or your community as getting involved. Encourage employees to participate in events, serve food at a food shelf, or personally drop off donations. Some companies incorporate days into their annual schedule that employees can take off to volunteer. Consider closing the office for a day and being present to support your cause at a big event.
Being more deeply involved increases your company’s connection to your community, is more meaningful and enjoyable for employees, and helps build your story. Your contributions to an organization are more meaningful and impactful if they grow and evolve over time, and if you personally interact with your cause, you’ll gain a deeper understanding of who your cause is helping and how they are benefitting from its services. The deeper that understanding, the better you’ll be able to share your story and gain more support for the organization and for your business.
So, let’s put this subject into action! For every like on this article, Paw Print & Mail will donate $2 to the local Meals on Wheels program at Age Well, up to $100. Thank you for your support.
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These days, we can pretty much find anything we’re looking for on the internet. We shop, research, and connect with others in the digital realm, and it’s where most marketers are being coached to put their resources.
It’s true that digital is here to stay, and it’s opened up a world of possibilities for marketers. However, print still holds a place of prominence in the marketing world. Print has a 70% higher recall than digital,and about 80% of direct mail is opened. With fewer marketers investing in print, it represents an opportunity to give your marketing strategy a unique touch.
A lot of different items go through our doors at Paw Print, but our most popular item consistently continues to be business cards. Often a business card is one of the first things a customer or potential client will receive from you. A well-designed business card can go a long way towards creating a favorable impression of your business, as well as generating engaging conversations between you and your customers.
Why Should You Print Business Cards?
The traditional function of a business card is to provide customers and professional colleagues with contact information, like your phone number, address, and website. While business cards today tend to offer variations of this content, the truth is that this information is easy to find on the web. Having it in a physical form is helpful, but is not as essential as it was in the past.
The key role of a business card today is to make an impression. Your card needs to say something about your brand that goes beyond how to contact you. To be the most effective, you need a card that recipients will want to hang on to, so that you will stay top of mind and clients will keep coming back to you for their needs.
Business Card Design Tips
1) Aligned with Your Branding
Consumers today access content from numerous sources, and they expect to be able to move across platforms seamlessly. This includes print, and it means that all of your marketing platforms should consistently utilize the same visual design elements, like color, layout, font, and images. You will want your business cards to contain these same elements because your card is a reflection of your brand. If your card doesn’t accurately reflect who your company is and what customers can expect from you, it will lead to confusion.
2) Focus on Quality
One of the benefits of print is that there are many paper stocks to choose from. This leads to a wide range of variations in the color, thickness, and feel of paper. It’s important to remember that your business card functions to create a favorable impression of your business, so don’t skimp on quality. A heavier stock has a superior feel and speaks confidence and quality. Your customers will be able to tell and feel the difference.
3) Ensure Readability
It’s important to remember that digital files look different than a final printed product will. Just because you can read something when it’s blown up on a computer screen does not mean it will be as easy to read when printed. Make sure your text is both large enough to read and clear, so that it is not obscured by complicated font or design elements.
4) Talk to Your Printer
Sometimes text or borders can get cut off if they aren’t far enough from the edge of the card. Ask your printer where to place information so it won’t be lost when printed and trimmed.
5) Don’t Forget the Back!
Many business cards are only printed on one side, leaving an empty side you could be using to make more of an impression. While you don’t want both sides to be the same, you can use the back of the card to include another design element or more details about your services. It gives the impression that you offer a well-rounded product or service.
6) Get Creative & Design for Impact
A business card doesn’t have to be a flat, simple rectangle. Printing options today allow for many variations on texture and shape. You could do a deboss on a card to achieve a 3D effect, or use cutouts for a creative touch. Other “wow” enhancements include engraving, foil stamping, thermography (raised ink), die cut shapes, and spot coatings.
7) Simplicity, Simplicity, Simplicity
Consider the bare essentials that you must include on your card. If you really want to drive traffic to digital resources, for instance, don’t include a physical address on the card. Trying to cram too much information and too many design elements onto a small card could make it memorable for the wrong reasons. Simplicity portrays professionalism and the sense that you make things easy for your customers.
8) Convey an Emotion
A big piece of the marketing pie is that people buy on emotion. Consider what emotion you want recipients of your card to experience. This requires a bit more thought, as you have to know who your clients are and what solution or sense of fulfillment they are looking for from your business. How can you portray what you will offer your clients? Try to capture the enthusiasm you have for your business in the card you hand out.
Print has stuck around because of its tactile power—being able to hold something in your hands improves recall and sends a more personal message than a digital communication. If you’d like to add business cards to your marketing strategy, or feel your current card needs some love, contact Paw Print & Mail today to start the discussion.
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Think about the last purchase you made. What did it take to bring you from prospective customer to committed buyer?
Prospects typically need multiple touches before they commit to a purchase—over 7, according to the Online Marketing Institute. While it’s relatively easy to send out lots of emails or post on social media, we’re in an age where many of us are experiencing digital overload. (The average office worker receives 121 emails per day!) In such a crowded digital space, it’s hard to make your voice heard. If you’re not getting the kind of response you’d like from your marketing campaigns, it may be time to add direct mail to the mix.
Direct mail consistently rates as being more trustworthy, more memorable, and read more often than email. It provides a personal touch and the kind of experience digital just can’t deliver.
Direct mail may seem limiting if you have limited experience with it. However, printing has advanced considerably, giving you a wide range of options for texture, color, shape, design, and personalization.
As with any marketing communication, direct mail works best when it is relevant to the recipient and tailored to your audience. Just like digital communications, you can automate your direct mail to make the process more efficient.
What is Marketing Automation?
The basic idea of marketing automation is to use software to replace repetitive manual processes with automated actions. You can find, target, and contact prospects effectively and efficiently. The automation software makes it easy to segment your contact lists and target specific audiences with tailored messages, leading to increased sales for your business. Automation delivers you more qualified leads and makes your marketing more efficient, so that you can focus on high-gain sales activities for your company.
Automation often relies on a trigger system, where a prospect completes a certain action, such as opting in to an email list, that triggers your software to send an email to them. Automation is regularly used for digital marketing processes, and the benefit of digital automation is that you can reach prospects instantaneously, increasing the chances of a sale. However, direct mail can be automated too, and it gives recipients something more: a physical and personal experience that stands out from a cluttered email inbox.
Some examples of direct mail automation campaigns include:
Exclusive offers based on past purchase history
Mailings to celebrate birthdays, anniversaries, or to thank
Promotional packages, featuring branded products
Case Study: A Real-Life Campaign
An essential factor of any automated campaign is to know your audience. Automation software makes it easy to segment your contact lists to find the best audience for your campaign. You can define your best customers and the key demographic and psychographic factors they have in common.
If you’re working in a B2B context, you may find that a certain industry uses your services more frequently than others. If this is so, it makes sense that you’ll want to engage with similar businesses to find more customers that are like your best customers.
A recent mailing campaign we did followed this model. We identified an industry we frequently worked with, and set out to create a campaign to attract more leads from this group. Having worked with this demographic before, we were able to anticipate common pain points, needs, and desires they face, and create content with those factors in mind.
Before contacting anyone, we put together a compelling direct mail marketing package that was personalized to the recipient, showing our knowledge of their industry and reaching them on a personal level—we know your problems and desires, and we can help you to solve and achieve them.
The packets included a letter personalized with the name, address, and institution of the recipient, a functional portfolio folder featuring content customized for the recipient’s business, and a description of our services specific to that audience, all packaged in a custom envelope.
While we were able to create a personal touch with our content, automation allowed us to find and connect with these prospects in a timely, scheduled manner. We purchased data lists that we then compared to our current customer list to exclude our customers from receiving a prospecting packet. Once we identified a qualified list of recipients, we automated the mailing by consistently sending out 10 packets per week and following up with a structured phone and email schedule.
We created a personalized and industry-specific mailing and used automation to identify, mail to, and follow up with qualified recipients. We were able to generate business by creating an impression with our direct mail package, so that it stood out amongst the myriad marketing messages these businesses received on a daily basis.
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
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?
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.
Generate Qualified Leads with Marketing Automation
What are your biggest challenges when it comes to marketing your business? According to HubSpot’s 2017 State of Inbound Report, 63% of marketers say their top marketing challenge is generating traffic and leads. Even if your company is doing a robust business now, it’s important to think ahead and always have strategies in mind for how you will generate future leads and sales.
But not all leads or lead generation strategies are created equal. It may seem like the best way to increase business for your company is to send your message through the most channels, so it will be seen by the largest number of people possible. However, this method will spread your efforts too thin, and will likely end up costing you money rather than increasing sales.
The secret is to direct your digital and direct mail marketing so that you are specifically targeting fewer, more qualified leads. When you are able to more personally connect with potential customers that you know are or have been interested in your services (based on things like past purchase history, or tracking visitor activity on your website), you enhance the effectiveness of your communications.
Targeting qualified leads in a personal and timely manner is essential, but it can be hard to keep up a consistent strategy when you’re working on a case-by-case basis. Marketing automation allows you to generate qualified leads in an efficient and effective manner.
What is Marketing Automation?
At its most basic, marketing automation is the use of a software platform that replaces repetitive manual processes with automated solutions. It can be used across channels, including direct mail, email, and social media, to help to provide information to and maintain contact with leads and customers for a variety of marketing purposes.
When someone completes a certain action, such as opting in to an email list or searching your website, they will trigger the automation system, which will automatically send a message to them. Think of the last email newsletter you signed up for, or the last web purchase you made. You probably got a welcome or thank you email pretty fast, right? That was thanks to marketing automation. You can learn more about the specifics of marketing automation in this post.
Since you aren’t personally sending out these kinds of communications yourself, you create greater efficiency in your communications and have more time to focus on high-gain activities. Another major benefit is that you will be generating qualified leads to enhance your sales process.
Why Use Marketing Automation for Lead Generation?
Say you’re in the apparel business, selling inexpensive, fun clothing designed for teenage girls and young women. You likely have a list of current and past customers, and maybe an email list. You want to send out a mailing advertising a sale and providing an exclusive coupon or sales offer to get customers in the door.
If your goal is to increase brand awareness and find new leads, you need to expand your mailing list. But how will you decide who to mail to? If you have the ability to mail to every household within a 5-mile radius of your store, it’s easier to do that than to manually sort through a gigantic mailing list looking for leads.
But it doesn’t make sense to send a campaign targeted at young women to every person in town, as it isn’t relevant to many people and will be disregarded. Marketing automation software will solve this problem for you. It makes it easier to sort through a mailing list, to, say, only send your mailing to female recipients, and to provide you with information so you can further pare it down by age. And if you’re selling products for multiple demographics, it’s easy to segment mailing lists, providing two selective, targeted campaigns rather than one large generic one.
And what’s the purpose of targeting a more specific audience? Qualified leads increase sales.
Benefits of Marketing Automation for Qualified Lead Generation 1) Automate Your Marketing on Schedule
Time is truly of the essence in marketing. When a lead is looking for information or considering making a purchase, you must connect with them in a timely manner to retain their interest. You need to be able to contact your leads with information when it is most relevant to them, and this is hard to do if you are personally sending out every communication.
With automation, you can schedule out communications so that when a lead completes a specific action, such as signing up to your email list or creating an account, they will automatically be sent an email. Even with a scheduled system, you can make your communications personal, so that leads won’t feel they are being contacted by a robot.
2) Know Your Prospects
Before you begin any kind of marketing campaign, you need to know your prospects. It’s helpful for you to dig deep and understand the demographics, needs, and wants of your prospective customers so that you can make your marketing message most effective at connecting and driving action.
However, this is just a first step. Once you know your message, you need specific individuals to communicate with. Marketing automation brings it all together by helping you to identify these individuals. The software provides you with comprehensive information about prospects, like location, purchase history, and when they last purchased from you, that will make targeting much easier.
3) Segment Communications for Relevance
Because automation can give you such in-depth information about leads, you can specifically identify where leads are in the sales process. Your leads will be at all different stages, so sending them all the same message doesn’t make sense.
When you send more personalized and relevant information, you increase the chance that your lead will respond. Automation software makes it easy to segment communications so that smaller groups of leads are receiving content tailored to them. You can easily craft a more compelling and specific message or call to action for each of the segmented groups you’re reaching out to.
More comprehensive automation software helps you generate leads through website visitors, traffic from pay-per-click advertising, email responses, and any other inbound marketing that you’re using. This will help increase your number of qualified leads while providing you with specific information, such as what pages they visited, to help personalize your messages to them. You’ll always be finding new leads who were interested specifically in a product or service provided by your company.
4) Deepen Relationships with Leads and Customers
When you have business coming in, you need to focus on fulfilling those commitments and working with those specific customers. But once a sale has been fulfilled for a customer, they don’t disappear from the sales cycle, and they shouldn’t vanish from your radar. Your best customers are going to be those that frequent your business, so you need to nurture your customer base just as you would any other group of leads.
Marketing automation takes some of the stress out of this process by identifying when past leads and customers should be contacted again, and offering them content to enhance their experience with you. For instance, once a lead has made a purchase, automation can be used to send them information on how to get the most from the product they purchased, and, down the road, to reach out with similar products they may be interested in. This helps to deepen the customer’s relationship with you, especially as personalization is the preferred way for leads to receive communications from brands.
5) Save Money While Targeting Better Leads
Automation processes make sales more efficient. Rather than spending money across channels on a wide reaching but low target message, you’re spending less and sending out fewer communications. Because these marketing messages are highly targeted and sent to a specific audience, you are reaching out to leads that are better qualified to make a purchase, and are sure to see results.
At Paw Print & Mail, our marketing automation services are capable of effectively using cross-channel touches, like email and direct mail, together in harmony to put your message in front of your customers and prospects in an orchestrated fashion. To learn more about the specifics of marketing automation and how it can generate leads for your company or organization, contact Paw Print today.
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Do 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.
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
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.
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.
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.