Just like there is a wrong way to write an email signature, there is also a right way. If you want to perfect your email signature, check out these easy tips.
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How can a small business use GIFs to promote its brand and draw in customers? Today we're going to take a look at how your marketing can get groovy with GIFs.
Create Sales Literature That Sells
Looking to freshen up your sales literature? Think carefully and create a plan. Sales literature stands in for you when you’re not around, carrying your brand identity and reputation to the marketplace. It plays a critical role in your business and needs to be planned out carefully.
Start by investing in good design. Eye-catching layouts grab attention, and provocative headlines and compelling text convince the reader to hear you out. Keep your production cutting edge and the marketing content fresh. If you cut corners on printing or circulate out-of-date information, your prospects might subconsciously conclude that you produce cheap, outdated products too.
Tie each printed piece to a goal in your overall marketing plan. Is the objective to drive new sales, cross-sell to existing customers, or communicate better with your stakeholders? The appropriate format (postcard, circular, product data sheet, package insert, newsletter) will naturally follow. Combinations of different elements—paper types, colors, repetition—can produce powerful subliminal effects, so it is important that you work with a professional designer.
Consider portability. An oversized piece might gain attention, but what will make someone pick up your piece and take it with them and then pass it along to others?
Communicate directly and succinctly about what you are offering, what is in it for the reader, and what action the reader should take. It’s tempting to overload your documents with every capability and feature you offer, but this can overwhelm and disengage someone who is just learning about you. As they move through the sales funnel, you can introduce more complex printed collateral. At this stage, however, the content should be just intriguing enough and the call to action persuasive enough to inspire the reader to initiate further discussion.
Even the best sales collateral isn’t going to close the sale by itself. What it will do is provide outstanding sales support, reinforce your message, and stay behind as your brand messenger. So pay attention to your sales literature and give it the attention it deserves.
Tips for Maximizing the Cross-Sell
It is a well-known fact that it’s easier and less expensive to sell more products to existing customers than to try to acquire new customers. One of the ways you can do this is to cross-sell. Cross-selling can be highly profitable because it deepens the customer relationship. It also gives you a host of additional products to upsell the customer over time.
Here are some tips for best results.
1. Know your customers.
There is no sense trying to sell your customers products they already have or ancillary products for those they do not. If you track sales history, tap into that. If you don’t, let us help you use data gathering techniques to learn who your customers are, what makes them tick, and what they do and do not already have.
2. Know when they buy.
When are your customers most likely to make a purchase? What time of year? Time of day? Stage of the sales cycle? They will be most receptive during these times.
A study conducted on the airline industry, for example, found that nearly two-thirds of customers were most likely to purchase ancillary products at the time they booked a trip rather than sometime afterwards (such as prior to check-in, during the check-in process, or during their stay). This type of information can be very helpful to travel agents, who can then put the most effort into marketing their ancillary services upfront.
3. Know where they buy.
Where are your customers most likely to make a purchase? From you directly? From a reseller? How about an online retailer? Do your marketing materials reflect their full range of options? How about the way customers purchase? Do they want to purchase in-store? Online? By mobile phone? Customers will be most receptive if you find out their individual channel preferences, then use those preferences to interact with them on their terms.
Cross-selling is an important way that marketers to maximize their marketing budgets and reap the best ROI. Why not let us help you design your next cross-selling campaign?
If you want to grow your business and market through online communication, here are a few reasons why you should implement LinkedIn into your social media strategy.
Best Practices in 1:1 Printing
Personalized printing, in which marketers personalize marketing text, images, and other content based on what marketers know about the recipient, gets better results than static mail. But by itself, just dropping in data-driven content doesn’t guarantee success. Let’s look at three best practices that need to be the foundation of all 1:1 print marketing.
1. Traditional marketing rules apply.
1:1 might be personalized marketing, but it is still good old-fashioned marketing, too. Ultimately, it is all of the elements—the creative, the message, the offer, the segmentation, and the call to action—that come together to determine success.
2. Focus on relevance, not “personalization.”
It doesn’t matter how “personalized” a document is. If it isn’t relevant to the person receiving it, it is worthless. Take the shoe market. You don’t want to market orthopedic shoes to teenagers. Orthopedics aren’t relevant to teens unless they need a birthday present for Grandpa. Clearly, this example is tongue in cheek, but you get the idea. You can personalize a document to the hilt, but if it’s not relevant, it’s a waste of print and postage.
3. Get to know your customers, then market to what you know.
The more you know your customers, the more relevant your message can be. Ask yourself, what don’t you know about your customers right now that might allow you be more relevant later? To find out, do a customer mail or email survey. Conduct a focus group. Set up survey forms on your website. Ask questions and get feedback that will let you reap better results over the long term.
4. Think “Database”
To get personalization right, you need to invest in your marketing database. This takes time, dedicated resources, and manpower, but it is one of the most important investments you can make. Develop a basic database, then refine it, add variables, and keep it clean and updated. Make sure all of the new information you gather goes back in to be used in future marketing programs.
Remember, personalization is a powerful tool, but to get the big pay-off, it cannot work alone.
How can your small business get in on the action of marketing during St. Patrick’s Day? Here are five ideas to get you started and bring in the luck of the Irish.
Facebook offers one field with enormous marketing potential: 360° video and photo. This relatively new feature allows your business to post media that customers can fully engage with, completely drawing them into your world.
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3 Tips for Maximizing Your Print Investment
Are you tired of hearing people talk about the benefits of going entirely paperless? We are! Especially when it comes to marketing, that’s just not a smart move. When our inboxes are clogged with spam and any company can look big and successful online, print carries weight and inspires confidence in a way that digital channels do not. People just trust print more.
While digital channels have their place, now is not the time to give up print. But smart marketers are making their print contacts even more powerful. Let’s take a look at three strategies that can help you make the most of your investment.
1. Focus on recent customers. Clients who have purchased from you recently know who you are. They may just need a simple reminder, such as a postcard or letter, to give them a reason to buy from you again. If you’re looking to stretch your marketing dollars, try focusing on recent customers first.
2. Know your top customers. Pay particular attention to retaining customers with the highest profit margin. Then target prospects with similar profiles so you can reap new customers that are likely to be profitable, as well. If you don’t know who your top customers are, a proactive investment in data analysis can reap big returns.
3. Be relevant. You can only satisfy buyer motivations if you understand what your prospects love and hate—their hearts’ desires and what keeps them awake at night. Knowing your customers and engaging in sincere dialogue about what they want and why they want it will pay off in repeat sales and quality referrals.
Print marketing is evolving. Success is no longer based on trying to get a “same to all” message in front of as many people as possible. It’s about marketing smart and marketing relevant, and using the tangible, confidence-building medium of print to its maximum advantage.
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Turns out, being philanthropic with your business can actually lend itself quite nicely to promoting your brand and growing your consumer base.