We are surrounded by words. They are spoken to and by us, written to persuade us, intrigue us, and inform us. Words are a major way that we communicate. And putting words together in creative and compelling ways is a big part of what marketing is all about.
But, not all words are created equal. It takes time to come up with just the right copy to convey the value your brand or organization has to offer and make the case for why you are the perfect fit for your audience. Words have power. When you find the right combination, your marketing strategy can shine.
So, what do you need to know to make your copy more compelling and ensure it is read?
Personal. Reliable. Trustworthy. Useful. These are all words that have recently been used to describe direct mail. Direct mail is a powerful marketing and fundraising tool. A key to its success lies in tracking response and measuring results. If you have no way of knowing what a recipient does once they receive your mailer, you can’t know the true value that mailer holds for your target audience. So, what do we measure? And how do we make mail trackable and measurable? The following measurements and tracking strategies can apply to for profit businesses and nonprofit organizations alike.
As a business owner, staying in touch with your customers is the key to solidifying 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. 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.
As I waited in line at an event this weekend, my gaze settled on the back of a man standing a bit ahead of me. His black shirt featured the intriguing name and logo of a brewing company I hadn’t heard of before. I was instantly curious—what’s the story here?
I lost track of this individual in the crowd. But his shirt stuck with me. I did a search for the brand on Google, and decided to bring along some of this beer next time I get together with friends. Without any commercials, traditional advertisements, or over-the-top marketing campaigns, this brewery earned itself a customer.
If you look around your desk right now, it’s likely you’ll find a promotional product or two. Any item printed with the logo of an organization you support or company you do business with falls into this category. These promotional products may be a part of your daily routine. Consider the coffee mug you carry to work, the pen you write notes with, or the shirt you wear to the gym.
Reflecting on the different ways to get your message in front of your intended audience, you may be thinking about marketing emails, social media strategy, or hosting an event. All of these are essential to a well-rounded marketing plan. But a piece is missing. You’re forgetting direct mail.
With so many marketing channels available to spread your company’s message, and so much competition, your business needs something to help it stand out from the crowd. One strategy you can adopt is to develop promotional products.
What are Promotional Products?
Promotional products have a rich history in America, dating back to 1789, when a commemorative button was created for George Washington’s campaign in the presidential election. Since that first button, the promotional products business has grown into a booming industry with an annual revenue of over $20 billion. Continue reading “A Top Way to Increase Brand Awareness”
In a perfect world, there would always be people seeking out your business, in need of the services you provide. You’d have so much business that you’d never have to worry about generating new leads.
Real life is rarely like that. Even if you’ve got a solid client or donor base and your services are in demand, it is a good idea to have a focus on generating leads as part of your marketing strategy.
If you want to increase sales or fundraising for your business or organization, as well as engage new people in what you have to offer, you’ll have to develop a strategy to connect with those who know little to nothing about your company. And while your efforts may seem unsuccessful at first, time and practice will help your business to grow.
We live in a world where technology is advancing faster than ever. Making use of technology has allowed information to spread and be gathered on a previously unseen level. Though info has long been collected for many reasons and across many industries, “data” is now a buzzword that has taken on new meaning. We worry about protecting data and recovering from leaks, analyzing data and paying to access it. Data has become a cornerstone of economics. 40 percent of companies around the world are using big data analytics in their marketing strategy. We create data with every web search, every phone call and every purchase.
But what does data mean for business owners? And how can all this information be used to make a business more successful?
Are you interested in the best possible return on investment in your direct marketing efforts? Start by cleaning up your contact lists.
Keeping Contacts Connected
In the marketing realm, there have never been more ways to connect with your audience. Tested methods like direct mail and email are still holding their own. An integral part of these campaigns are your recipients.
Since the emergence of email in the mid-1990’s, much has been expressed comparing traditional direct mail to email marketing. Dubbed snail mail, the ensuing years have seen a decline in direct mail and a corresponding explosion of the use of email.
This is no wonder given the ease of deploying email. With a couple of extra clicks, you can increase your reach from only one recipient to hundreds or even thousands. It may seem like email campaigns are the most efficient method of reaching your audience—wide ranging and instantaneous.
The use of email marketing is compelling and both popular and effective in its own right. But it suffers a bit from its own success. And while direct mail is not as prevalent as it was for decades, its inherent differences and qualities compared to email find it making a comeback. Continue reading “The Effectiveness of Multi-Channel Marketing”