Did you know that over 11 million households in the United States scan QR codes at least once a year? Now that most smartphones have built-in technology to read QR codes, more businesses are implementing these codes into their marketing strategy—particularly if a business engages in omnichannel marketing. A QR code is a great method to merge in-person advertising with digital marketing. Following are five ways you can capitalize on marketing with QR codes. 

#1 Include QR Codes on Your Direct Mail

Direct mail—whether it’s a promotional offer or a postcard announcing a grand opening—is a great place to implement QR code marketing. Placing a QR code in the corner of a mailed piece is great for driving traffic to your website or your social media channels. Driving consumers to your digital properties helps establish brand recognition and promotes frequent engagement with your client base. 

#2 Use QR Codes to Promote a Sale or Coupon

Placing a QR code on signage in your store, on your website, and on social media posts with links to promotional sales and coupons can help you boost sales and move inventory. Deals with buy-one-get-one offers are wonderful ways to unload stagnant inventory, too. 

Pro Tip: Offer promotions, coupons, and discounts after a consumer has filled out a contact form that includes their e-mail. This can help you build up your database for future marketing campaigns. 

#3 Generate a QR Code to Make a Restaurant Menu

QR codes can route customers to digital menus. This is especially beneficial for those phoning in orders for take-out or delivery or for those ordering from food trucks. Many restaurants have adopted QR codes for their menus because it is contactless. Living through a pandemic has made people hypervigilant of what they make contact with and justifiably so. 

#4 Add QR Codes to Packaging to Encourage Repeat Purchases

If you run a business that sells consumer goods, particularly items that involve repeat purchases like skincare creams or vitamins, you could benefit from having QR codes printed on packaging. These custom QR codes can encourage repeat purchases by generating the same product and quantity into a digital shopping cart. This practice makes it easy for your customers to order the same thing on a residual basis with very little effort. 

#5 Use QR Codes to Encourage App Downloads

QR codes can generate more than links to social media and websites. They can be used to route consumers or clients directly to the iTunes or Google Play store where your business’ app can be downloaded. Marketing with QR codes in this way is especially beneficial for service-based businesses or those in the retail industry. 

Marketing with QR codes doesn’t have to be complicated. In fact, it’s best to implement QR codes in instances where this technology makes your clients’ or customers’ lives easier. 

Pel Hughes is a woman-owned enterprise that offers full-service printing to business throughout the US. We provide support for database management, campaign automation, direct mail, and graphic design. Fill out our contact form on our website or call (504) 486-8646 to request a quote. 

Developing a persuasive and effective direct mail campaign is an involved process. Not only should your design, font, and graphics look enticing, your copy should spurn action and reflect the value your business has to offer. Truth be told, your direct mail campaigns may require numerous revisions but the end result is worth it. Copywriting is an artform and there’s a multitude of ways you can help engage your potential customers. Whenever possible, it’s always a good idea to work with a professional writer to ensure that your copy is free of errors and awkward phrasing. Having error-free copy isn’t enough, though. Your copy should generate consumer interest and action. Following are insider copywriting tips that can help you convert direct mail recipients into your customers.

3 Easy-to-Implement Copywriting Tips for Direct Mail

#1 Focus on Benefits Instead of Features

It might seem like drafting copy detailing the features of your product or service is a great way to reach potential customers. While the features of your offerings are certainly important, it’s often easier to win over potential customers when you develop copy that is benefits-forward. 

Let’s say you own a power washing company. You may be tempted to lead with the features of the state-of-the-art equipment you use. While these features may really resonate with you because you are an industry insider, these features may not pique consumer interest from folks outside of your industry. Leading with the benefits your services provide, however, can resonate with almost anyone reading your direct mail. Your copy should reflect how power washing can improve the appearance of many exterior surfaces, including sidewalks, driveways, decks, and exterior siding. Pepper in some striking before and after photos to accompany your copy and you could have your phone ringing off the hook with inquiries. 

#2 Address Common Objections

Before you send out a direct mail campaign, it’s a good idea to make a list of common objections you hear when trying to sell your product or service. Objections such as “I don’t have enough money for this service” or “I tried a similar product and it didn’t work for me” can be addressed in your copy. One trick marketers use is to break down costs into smaller increments. For instance, a supplement may cost $60 a month, which may turn people away if they know there is a comparable product for a lesser price. Your copy, however, could break down this cost into a more palatable number by stating “Improve your energy levels for just $2 a day”. Anticipating objections and addressing them with facts goes a long way with hesitant consumers.

#3 Identify and Acknowledge Your Potential Customer’s Frustrations

Your product or service could enhance a person’s life by eliminating or reducing some type of stress. A house cleaning company, for example, would want to lead with copy that acknowledges how time-consuming and laborious it can be to maintain a clean and orderly home. Identifying your customer’s frustrations is a powerful tool. Following up with something like “Imagine what it feels like to come home to an immaculate house after a long day at work” provides a tangible and enticing solution to their problem. 

Deploying a compelling direct mail campaign is a daunting task. Fortunately, these copywriting tips can help you get started. If you are feeling overwhelmed, reach out to the experts at Pel Hughes. We offer in-house printing and fulfillment, graphic designcampaign automation, and world-class client service. Call our friendly team today at (504) 486-8646 to request a quote. 

Despite what digital marketers would have you believe, print advertising is not dead. In fact, there are still very real needs for print. Two forms of print advertising that drives sales are flyers and brochures. If you’re new to the world of print advertising, you may want to consider implementing flyers and brochures into your marketing strategy.  

Following is helpful information on both. 

Flyers vs. Brochures: What’s the difference? 

A flyer is a one-sided piece that advertises products, services, or events. Typically disseminated or passed out unfolded, a flyer is sometimes called a leaflet, circular, or insert. Flyers are great for announcing grand openings, advertising a promotional sale, or for alerting communities to upcoming events. Flyers can be cost-effective because they only require printing on one side and typically use lighter, cheaper stock.  

Brochures are more substantial than flyers and normally contain graphics and text on both sides of the paper. Often times, a brochure is folded to create panels of information. The stock used for brochures is typically heavier than the stock used for flyers, too. Many organizations and companies provide brochures for their salespeople to showcase their services and products. Brochures may also be delivered to residents in a community, which is a typical practice of restaurants and other service-based enterprises.  

Design Tips for Flyers and Brochures 

As with other forms of print advertising, you only get once chance to make a first impression. If your brochures and flyers are poorly-made, you may leave a bad impression on your potential clientele. Well-executed materials, however, can help build brand awareness and increase sales.  

If your enterprise doesn’t have an in-house graphic design team, consider consulting with a designer at Pel Hughes or commissioning the expertise of a freelancer. Graphic designers can help ensure that your copy is legible, your graphics are crisp and well-placed, and your color selection is on point with your brand’s image. Busy graphics and poor color choice can turn customers away. Consulting with an experienced graphic designer ensures that your brand comes across as professional and legitimate.  

Working with a copywriter can help, too. Issues with sentence construction, verbose and effusive language, and subpar grammar tend to result in a cold reception among clients or customers. A copywriter will help you utilize powerful, concise, and professional verbiage that sets a professional tone for your brand.  

Sometimes, knowing what not to do can help you determine your expectations with your print materials. Some of the most common faux paus we see with flyers and brochures include: 

  • Busy and illegible fonts 
  • Too many graphics 
  • Distracting and disjointed color selection
  • Cheap stock 
  • Blurry images and graphics 
  • Poor spelling and grammar 

If you’re wondering what elements make for great brochures and flyers, it is important to understand consumer interests and their psychology. People are busy; they have limited time and energy to read anything. For this reason, the contents of your print materials should be broken up into small, digestible sections of text. This is why great advertising copy is punchy and to the point. A brochure may benefit from bulleted lists, too, which can help recipients determine what makes your brand different from your competition.  

Well-executed brochures and flyers should also be informative. Your contact information such as your company’s address, website, and phone number should be easy to find. Your print materials should also have a call to action. A call to action can be as simple as calling your business for a quote or visiting your website to shop for products.  

Pel Hughes is a woman-owned enterprise serving businesses of all kinds. We offer in-house printing and graphic design. From brochures and flyers to catalogues and postcards, our team of experts can help you execute beautiful print materials that resonate with your potential customers. Give us a call at (504) 486-8646 to speak with a knowledgeable member of our staff.  

Businesses of all sizes have to operate under strict budgets and many times, it can be difficult to discern where to allocate your marketing funds. While some might wince at print advertising because we live in a world dominated by digital marketing, there are compelling reasons to invest in direct mail 

Following are five reasons you should consider developing a great direct mail campaign with Pel Hughes 

#1 People Enjoy Checking the Mail 

Most people actually enjoy a trip to the mailbox—particularly now more than ever because folks rely on the mail to receive consumer goods in the wake of the COVID-19 pandemic. According to the USPS, even young people enjoy opening mail. A survey found that 88% of millennials (who command over $600 billion in purchasing power) respond favorably to advertising via mail.  

#2 People are Overloaded with Digital Advertising 

People are inundated with digital advertising every day. From their e-mail inboxes to ads on search engines and social media, a daily stream of digital advertising is wearing down consumers of all ages. Fortunately, people don’t have the same reaction to direct mail. These ad campaigns are seen as trustworthy by all demographics. Utilizing great promotional offers like buy-one-get-one-free deals or discount codes can help your campaign have a warm reception from your recipients.  

#3 Direct Mail Boosts Brand Recognition 

Circulating branded materials to your community helps consumers develop brand recognition with your products and services. When your mail is designed with well-placed graphics and great copy along with your logo, you can help raise awareness for your products and services. Brand recognition is a key component to outperforming your competition.  

#4 Direct Mail Receives Higher Response Rates than Digital  

Did you know that the ROI on direct mail is higher than digital advertising? It’s true. According to the Small Business Administration, homeowners make five times more purchases with mail than they do with digital advertising.  

Moreover, mail advertising is more likely to be opened and considered when compared to sponsored posts, digital ads, and e-mail marketing. In fact, more people are utilizing ad blockers and spam blockers than ever before.  

#5 Direct Mail Can Boost Digital Marketing Efforts 

Direct mail doesn’t have to compete with digital marketing. Many businesses use omnichannel marketing where direct mail actually drives consumers to your digital presence. You can use mailings to incentivize people to follow you on social media and visit your website by offering deals and discounts that are exclusively used online.  

How Pel Hughes Can Help 

Our team of printing pros and graphic designers can help you develop effective direct mail campaigns tailor made to your brand’s message. We help businesses, non-profits, and community organizations deploy direct mail that resonates with consumers.  

Pel Hughes is a family-owned enterprise that offers the latest in campaign automation and managementprinting technology, and in-house fulfillment with a focus on delivering world-class client service.  

Fill out our convenient form online or call our office at (504) 486-8646 to request a quote.  

Marketing is the lifeblood for many businesses. The problem, however, is that managing marketing and advertising campaigns takes serious effort and time. Fortunately, technology has made producing marketing and advertising materials much easier with digital management systems. Our team at Pel Hughes offers Storefront—a management system that can increase efficiency and reduce your costs when it comes to handling your marketing campaigns.  

Following are four ways that Storefront can help your business.  

#1 A Convenient Hub for All Your Print Materials 

You can liken Storefront to a digital library. This system can store all your campaigns and other materials like tags and logos in one central location. Let’s say you need to update a franchise restaurant menu or edit existing materials like personalized business cards; you can do so with just a few clicks. Then, you can send these materials to the printer with ease.  

Beyond saving you time and money, Storefront can also set permissions for your account’s users. This is especially beneficial to enterprises with multiple locations or franchises. You can also enable customization for your users. This can be advantageous if you offer different services or prices from different locations. 

#2 Monitor Your Marketing Inventory & Order On-Demand 

Storefront allows for easy reporting. This is helpful for evaluating your marketing budgets or determining which materials are ordered most frequently. Automated reporting helps decision makers understand which materials are most effective and most used. It can also help ensure that your business stays within budget. 

Ordering on-demand also reduces wait times when collaborating with printing companies, marketing agencies, and freelancers. Having your materials in one convenient, secure location accelerates the deployment of your marketing and advertising campaigns.  

#3 Protect Your Brand’s Identity 

Sometimes, businesses with multiple locations and franchises can see inconsistent branding when local managers are left to their own devices. Maintaining a cohesive brand image is crucial to any enterprise’s marketing and advertising efforts. 

 Inconsistent brand messaging can produce a series of hiccups and unintended complications. With Storefront, company leaders can ensure that only approved materials are utilized. Since each user’s permissions are set by their superiors, you can eliminate the threat of inconsistent, unapproved campaigns. Decision makers can also add approval settings to each user’s profile, which adds additional protection in maintaining a cohesive brand identity.  

#4 Easy Payment Methods 

Storefront makes paying for and billing your marketing materials much easier. The interface accepts payments from PayPal and major credit/debit cards. It also allows for invoicing and purchase orders for businesses with multiple locations and franchises.  

Storefront takes a lot of the hassle out of maintaining and ordering advertising and marketing materials. With Storefront, you can protect the brand you worked so hard to develop while increasing your efficiency and reducing your marketing costs.  

If you’re interested in utilizing an online management system, we encourage you to give our helpful team at Pel Hughes a call. Pel Hughes is a woman-owned enterprise that serves businesses of all sizes in both private and non-profit sectors. We offer in-house printing and fulfillment as well as graphic design services. Visit our website or call us at (504) 486-8646 to learn more.  

Even in today’s highly digitized world, print is still a necessity. Well-executed print can increase your sales, develop interest in your brand, and reach target customers. If you’re new to print, however, the myriad of services available to you can feel overwhelming. Our team of printing pros can help. Here’s 10 tips to mull over when considering print marketing and advertising

10 Tips for Print Advertising and Marketing


#1 Learn About Your Audience

Do you know who your ideal customer is? Have you given much thought to what types of materials your target demographic responds to? Understanding your audience, their preferences, and their consumer habits can help you make wise decisions about how to utilize print advertising. 

#2 Determine What Sets Your Business Apart from the Competition

More than likely, there’s a handful (or more) of businesses offering similar services or products. Before you allocate your marketing and advertising budget toward print, you need to determine what makes your business unique to your competition. Knowing what sets you apart from similar businesses can help identify key points that should be addressed in your marketing and advertising. Perhaps you have lower prices or processes that make your customer experiences superior. Whatever makes your businesses stand out should be a focal point in your print materials. 

#3 Stick to Consistent Branding

Say the logos and colors used on your website differ from direct mail pieces and store signage. These inconsistencies can make it difficult for your business to develop brand recognition. When it comes to print materials, the imagery, font, and color selection should match your digital and in-store branding. Cohesiveness fosters brand recognition and ultimately, brand loyalty among consumers. 

#4 Know that Practicality Matters

As with other areas of life, being practical has its benefits. Whatever funds you allocate to print advertising should be well spent. It’s important to think in terms of “what yields the best results for the least amount of money?” 

#5 Understand Basic Elements of Great Print Execution

You don’t need to become an expert in print advertising but it is important to understand some basic elements of what makes printed materials eye-catching and effective. Important factors to great print execution include clean and crisp design, quality stock, and well-placed images. Working with a graphic designer and a printing professional can do wonders for your business.

#6 Know the Importance of Quality

Sometimes, quality is more important than quantity in the printing world. Low quality printed materials like direct mail and door hangers may end up in the trash with little consideration from potential customers. Eye-catching design, purchase incentives, and quality paper, however, can lead to increased sales. 

#7 Listen to the Experts

It’s impossible to be an expert at everything. When you’re developing print materials, listening to the experts will likely work in your favor. Printing professionals and graphic designers are masters of their craft. They know what works and what doesn’t. Besides, tapping into their expertise reduces your workload. 

#8 Use a Response System 

Print advertising can help grow your business but it’s important to develop a response system to find out what specific campaigns are producing the best results. A simple line of “How did you hear about us?” on your website, a contact form, or when new customers call or visit your business can help you determine what specific initiatives are resonating with your customers. 

#9 Utilize a Call to Action

All print advertising should have a strong call to action. Consumers need to know how to follow-up with you if they are interested in your products or services. Calls to action can include encouraging visits to your business, calls to inquire about your services, or for consumers to visit your website. 

#10 Welcome Creativity

The process to developing great print advertising involves welcoming creativity. Whether you’re conducting a survey to incorporate the perspectives of your employees or collaborating with a graphic designer, leaving room for creativity can help take your advertising to the next level. Welcoming creativity and collaboration can ensure that no stone is left unturned in developing materials that strike a chord with your customers. 

Pel Hughes is a woman-owned enterprise serving businesses in a number of industries. We offer in-house graphic designprinting, and fulfillment. We can also assist with developing omnichannel marketing. Give us a call at (504) 486-8646 to learn more. 

The rise of the online market has led some marketers to the assumption that traditional or offline marketing is dead (or at least dying).

Among other reasons for prioritizing online marketing, these companies make the mistake of assuming that social media and digital advertising are the only way to track public engagement and measure the success of their ad campaigns.

But these companies can miss out by not considering offline marketing in their product planning and service campaigns. Offline marketing tools such as magazines, TV commercials, billboards, vehicle wraps, and more can be a great way to interact with the consumer in a more tangible way, as well as reach audiences that online advertising can sometimes leave out.

The expansion in recent years of tracking tools and online presence customization have made it very feasible for companies to track engagement with their offline advertisement. Read on to learn about 4 easy ways to track offline marketing campaigns, primarily by using one such handy tracking tool– Google Analytics.

  1. Custom Landing Pages

One of the best methods to track offline marketing campaigns is by creating a custom landing page. A custom landing page tied to the specific campaign you want to track allows you to monitor the number of times a person visits that page. It can also allow you to target your campaign toward a specific audience.

For example, if you have a retail store that sells outdoor equipment and you place an advertisement in a magazine dedicated to hunting, you can create a custom landing page focused specifically on hunting.    

To create a custom landing page in Google Analytics, go to Content > Site Content > Landing Pages. There you can track the number of visits to the page and how long visitors stayed on the page.

  1. Shortened URLs

Another effective method of tracking offline campaigns is by using shortened URLs. Shortened URLs allow you to track visitors from offline sources without having to create a new landing page. Instead, you use Urchin Tracking Modules, or UTM parameters, to track your campaign through Google Analytics.

To do this, you’ll first need a URL builder like this one. Once you have a shortened URL, place it in your direct mail campaign or other advertisement to begin tracking user traffic to your site.

To view tracking results in Google Analytics, go to Traffic Sources > Sources > Campaigns. You can also use the Goal Sets at the top of the window to see how many conversations you have received.

  1. Discount Codes

If you’re not quite ready to create a new landing page or generate shortened URLs, another option to track offline campaigns is to create custom discount codes. For example, the promo code GLASSES15 could allow customers to receive an additional 15% off their glasses purchase.

With these custom discount codes you can track redemptions as well as the revenue generated from orders using the codes. You can also customize your discount codes to track redemptions from different sources– so you know how many customers got the code from your direct mail campaign, and how many got it from your newspaper ad.

  1. Annotations

There’s one option for tracking offline marketing campaigns that’s even easier: annotations. Annotations in Google Analytics allows you to leave a note to yourself about something that happened on a particular date, such as the release date of a direct mail campaign.  

Once you have created an annotation, direct traffic in Google Analytics shows you visitors to your site that cannot be traced to other online sources, such as social networks. If you see a significant increase in traffic around the time of your marketing campaign, you can at least get a sense of how much impact that specific campaign had.

Importance of Offline Marketing

So offline campaigns can be tracked just like online ones. But these days, many companies forgo print or broadcast marketing entirely, instead focusing on the best way to use social media or click-bait to generate consumer interest.  

While the importance of digital marketing can’t be denied, it’s a mistake to prematurely decide that it’s the best or even most effective way to market your brand. Here are a few reasons why you should consider investing some of your company’s marketing budget in offline campaigns, as well:

  • Offline marketing can be used to boost your online marketing
  • Non-digital marketing can make your company stand out in a crowded field of internet ads
  • Print materials can be ordered on short notice, and are reusable
  • Face-to-face interactions establish a relationship with the consumer
  • Offline ads create a more tangible experience for the consumer and stick with them longer
  • There are some audiences that online marketing just won’t reach

Get Started with Offline Marketing

Measuring offline marketing can be extremely important to your brand and overall marketing goals. By not considering options such as custom landing pages, shortened URLs, custom discount codes or annotations, you may be missing out on significant opportunities to attract and retain valuable customers. At Pel Hughes, our team can help you bring your brand’s marketing vision to fruition. Visit our website to learn more. 

After nearly a year of contending with COVID-19, people have become accustomed to living their lives very differently. These sweeping changes that we’ve all made to our daily lives have affected the way that businesses operate. How are we to reach customers when it’s difficult to get them into our brick-and-mortar stores? While reaching customers is more difficult, there are some COVID-friendly marketing tactics we can use to increase brand recognition and promote our products. 

Use Outdoor-Friendly Signage and Banners

Many businesses—from boutiques to restaurants—have moved their operations outdoors because it’s safer than poorly-ventilated indoor areas. If you can take your business outdoors, consider investing in branded banners, signage, and even custom canopies. These materials will help you establish your brand’s presence and entice potential customers to visit your business. 

Implement Window Graphics

Sometimes, people who are hesitant to shop will enter a brick-and-mortar store if its storefront is enticing enough. Taking advantage of the space on your store’s windows for advertising can help bring reluctant shoppers inside. It can also give them an idea what your business has to offer so that they may patronize your business online. Window graphics need to be professionally designed with eye-catching photos and legible copy. 

Car Magnets

You can easily turn your car into a mobile advertisement with car magnets. These can help keep brand recognition alive in times of slow business activity. A car magnet should contain your logo, your contact information, and graphics that grab attention. 

Promotional Products

Promotional products are a great form of advertising—especially when these products serve a real purpose. Items like reusable water bottles, coffee mugs, pens, hand sanitizer, and reusable face masks make great promotional products. 

These items can be dispersed a number of ways. They make for great additions to pop-up stores, gifts with purchase, and booths at trade shows. They’re also great for gift baskets to take to another business or organization. If you’re a chiropractor, for example, giving away a gift basket to local businesses who have employees that might benefit from your services is a great way to build interest in your brand. 

Promotional Flags

A promotional flag waving outside your business can help generate interest—especially if your business is off the beaten path. Well-made flags are great for businesses that conduct commerce outdoors such as auto dealerships and garden nurseries. Branded flags are visually striking and can serve as a reminder that you’re still in business—in spite of the COVID-19 pandemic. 

Get Started with COVID-Friendly Marketing Today

Based in New Orleans, Pel-Hughes is a woman-owned enterprise that offers in-house printing and fulfillment. From direct mail campaigns to oversized items like window adhesives, signage, and floor graphics, Pel-Hughes can help you take your marketing to the next level. 

Our team of printing professionals and graphic designers can help you bring your brand’s vision to fruition. If you are interested in learning more about our services, we encourage you to fill out this simple contact form to request a quote. We can help you develop a print marketing plan that meets your unique needs. 

Visit our website to learn more. 

Product fulfillment and collateral fulfillment involves the storage and distribution of different types of items. Collateral fulfilment refers to the warehousing and distribution of print materials used in marketing such as direct mail pieces, brochures, and signage. Product fulfillment, on the other hand, refers to the storage and distribution of consumer goods like t-shirts, water bottles, and other promotional items.  

Space Considerations 

Storage needs for product and collateral are quite different. For example, tens of thousands of pieces of print materials can be stored in just a few square feet while product storage takes substantially more space. In many cases, product storage can exceed collateral storage by ten times.  

This is why many printing companies work with other companies for the storage, handling, and distribution of products.  

Handling Differences 

Distributing product and collateral involves different practices, too. Product can be much heavier or contained in much bulkier packaging. Collateral packaging usually utilizes cardboard while product packaging can utilize aluminum, glass, and or plastic. When products are stored, different filler materials are used to maintain their shape and packaging.  

The scope of handling products is quite different from handling collateral. The expertise of other warehousing companies can be invaluable in ensuring that the integrity of products stays intact and is distributed in an effective manner.  

Distributing products will likely involve skid shipping through “less-than-truckload” (LTL) carriers. Collateral, on the other hand, can be distributed through regular package carriers. 

There are a number of services that product fulfillers can provide that many collateral fulfillers cannot. Some of these include: 

  • Bundling products into sets 
  • Kitting product with collateral materials 
  • Packaging and shipping large quantities of product with LTL carriers 
  • Applying UPC labels to products  
  • Generating graphic intensive display cartons 

Tracking Orders with Pel Hughes 

Our team at Pel Hughes prides ourselves on delivering exceptional client service. This is why we offer an interface called “Storefront” that allows our clients to place orders, view their orders, check the status of their orders, manage inventory, and house an online content library with brand-approved materials. Storefront also integrates with UPS and FedEx. This interface makes managing your collateral—from conception and print to distribution—efficient and effective.  

Pel Hughes is a woman-owned enterprise that serves companies in numerous industries—including healthcare, education, finance, and small businesses. If you need assistance with specialty projects, direct mail campaigns, or database management, give us a call at (504) 486-8646 or fill out a contact form on our website. 

When it comes to digital marketing, content is king. Original content will drive traffic to your digital channels, build your brand, and convert consumers into customers. Developing a content strategy is a serious undertaking as results are not guaranteed. How you approach your content strategy should be determined by how your industry operates, what makes your business special, and the behaviors of your target consumer.  

Content can involve many things. It can include posts on social media, blog pieces, static copy on your web page, and e-mail subscriptions like newsletters. Effective content is engaging to consumers but also friendly to Google’s algorithms. Essentially, your content is digital real estate that should elevate your brand.  

Developing a results-driven content strategy involves planning and research. Here’s a few helpful tips to get you started. 

#1 Define Your Goals and Your Mission 

Before you can develop a content strategy, you need to determine what your goals are. Is it to convey important messages about your brand? Or perhaps you want to climb rankings on search engine results pages (SERPs). Some businesses may want a content strategy that’s driven by sales conversions alone.  

Defining your needs and your goals will help you tailor your approach to content marketing that suits your business.  

#2 Research Your Audience 

You will likely have to please more than just your targeted consumer. Digital marketing involves reaching primary and secondary audiences. This includes pleasing Google and other search engines. Learning the best practices for appealing to potential customers and Google’s robots is the best way to proceed.  

When it comes to reaching consumers, data about their preferences, spending habits, and interests can help you develop content that meets their needs. Similarly, pleasing search engines means you should develop content that helps them filter information about your industry. Keyword-rich content is essential to enjoying great SERP rankings. 

#3 Study SEO 

SEO (search engine optimization) is one of the most important components of your content strategy. You will need to research the keywords that your target demographic uses to find businesses like yours. If you run a dental practice, for instance, keywords like “family dentist” or “teeth whitening” will become an important component of your content strategy. Understanding how these keywords will affect your rankings will serve as a guide for your content strategy development.  

#4 Understand Your Buyers’ Journey 

The first visit to your website and your blog may not result in a purchase or an appointment booked. Understanding the journey of a consumer—from discovery of your brand to a sale—is an important component of content marketing. With this journey in mind, you can focus on developing content that is helpful and develops a sense of trust. Going back to the example of a dental practice, your content could serve as patient education that brands you as a local and trustworthy expert.  

# 5 Determine How You Will Distribute Your Content 

While parking content on a blog and website is standard practice, you need to develop a plan for generating traffic. This could include posting excerpts and links to your blog on your social channels and sending newsletters via e-mail to existing clientele. Content can also be repurposed into video and infographic format, which can also be published on YouTube and social media.  

Once you’ve developed a game plan for your content strategy, you will likely need to consult with professional marketers, graphic designers, and web developers. Pel Hughes offers database management and support. If you need help developing a great database to distribute your content, give us a call at (504) 486-8646. You can also visit our blog for helpful information on print advertising and digital marketing.