Marketing communications is designed to help your company gain brand awareness and at the same time retain its existing customers. However, it is not always easy to communicate effectively especially if you have no experience in the marketing field. it is hard to know who to target, how and when to market and what strategies to use among more. So, what should you do to make the most out of your marketing communications?
Here is a glimpse of some of the communication strategies you can use to make your marketing efforts effective.
• Keep the message simple and clear – Most companies have a deeper and complicated meaning as to why they do the things they do. But, that is not what people out there are interested in. Their only interest is what they can gain from the company and so, make sure your message is brief, simple, intriguing and clear for them to understand.
• Know your audience – Successful marketing efforts begin with analyzing and knowing your audience. Different people have different needs and therefore, it is good that you do some research on the target audience before giving them any information. Sending information to the wrong audience will only use your money and effort.
• Drop your corporate person hat – Remember, the people you are meeting out there are ordinary citizens and they will only listen to you if they feel they can relate well with you. So, use simple terms, understand their culture and try fit in to their day to day activities. From there, they will be interested in what you have to say.
• Be confident – Nobody wants to listen to someone who is not sure of him or herself. When marketing, you are selling you company’s product and so, you have to convince your audience that you understand and believe in the product you are selling. Otherwise, you will just get frustrated since nobody will pay attention to you.
Direct mail advertisements are one of the most effective methods of advertisement. The main advantage stems from the fact that with direct mail marketing, the market targeted is one that is likely to convert rather than a general market.
Moreover, it is an inexpensive method as compared with other methods of advertising, it costs much less. The major advantage, however, must be the fact that you can track your mail campaign. Most businesses, after releasing an advertisement, always wonder whether it is effective and whether it reached the intended market. With direct mail, you can track the results to realize whether you had a successful mail campaign.
How to Successfully Track Your Mail Campaign
The methods to successfully track your mail campaign are as explained below:
a) Send follow up emails.
When using a direct mail campaign to advertise, a single mail is not enough. Most times, adverts in an email will receive a glance then it will be ignored. However, after sending the first mail, send a second mail reminding the potential customer of the first mail, and then a third mail reminding him of the first two emails. This way, if your competitor sends an email after your first mail, your subsequent mail will remind the customer of your product.
b) Ensure that the target market is likely to convert.
Each business aims to increase profits and reduce costs. Increasing your Return on Investment requires cost-effectiveness of your campaign, and this cost –effectiveness is achieved if more customers convert. Therefore, target a market that has shown interest in your product before, as they are likely to convert.
c) Use an attractive and eye-catching headline.
The first letters that the target market’s eyes will land on is the heading of your email. An attractive and well-scripted heading will increase the curiosity of the customer, and he or she will end up reading through the email.
By increasing the cost-effectiveness of your direct mail campaign, you increase your ROI, and this is possible only if you successfully track your mail campaign.
With the ever-growing popularity of campaigns for social marketing, landing pages to gather leads and the use of mobile apps as marketing tools, smaller businesses may find using direct mail marketing to be viable option. With the ultimate goal of increasing traffic and leads, ensuring the optimal ROI is achieved means taking a tighter grip on the reigns of already small budgets for marketing. What may be deemed by some as an old-fashioned method for marketing may in fact be a cost-effective option.
Effectively Combine Digital Channels
While research has proved the ROI resulting from direct mail compared to the sole use of email marketing, the use of direct mail as a stand alone isn’t as effective. When combined with multiple channels, direct mail marketing can increase response rates and significantly lower the cost per acquisition when compared with paid search and internet displays. A study conducted in 2015 by the Direct Marketing Association (DMA), the CPA proved that direct mail marketing ranked third in performance at an average cost of $19. Moreover, when combined with all digital channels, it was proved to be seven times more effective.
Track Metric
While many businesses employ the use of multiple marketing channels to generate leads and bring about better awareness of their brand, direct mail marketing can still stand as a viable means of bringing substantial ROI. In order to determine the effectiveness of campaigns, it’s important to track the rate of response. This can be accomplished by using a call to action that can be used to properly monitor responses.
Growing a customer base is one of the main objectives of your business. Using digital marketing combined with direct mail marketing will not only increase the customer base but will increase sales if executed effectively.
According to Social Times, nearly 90 percent of companies rely on social media for all or part of their marketing. If you plan to use digital marketing in 2017 to promote your products or services, you should know that the internet is a powerful tool. If you use it well, you will receive great rewards. If you fall into one of the following traps, however, your results might not be what you expect.
Ignoring or Misusing Digital Data
When you market your business online, you will receive a ton of data that you can use to better align your marketing strategy with your audience. However, the sheer amount of information that you receive daily can be daunting, which may cause you to ignore important information or pay too much attention to data that doesn’t matter in the grand scheme of things. The best strategy is to have one person handling all of your data and making informed decisions based on that data.
Too Many Irons in The Fire
If you have too many marketing strategies, you may stretch your marketing department thin. If you want to focus on digital marketing, make sure your resources are allocated properly. You may have to cut back on traditional marketing methods in order to free up the resources to launch an effective digital campaign.
Not Creating Enough Content
In digital marketing, content is vital. Blog posts, social media posts, press releases, web pages, and articles are all necessary to drive traffic to your website and promote your products. Don’t overlook the power of unique, fresh, and relevant content. It’s what drives a successful digital marketing strategy.
To make a marketing campaign successful, you must first identify what works and do it. However, you must also watch out for potential pitfalls and traps that can undermine your efforts.
If your business currently has a social media presence, you may have gone through the dreaded issue of having a customer post a complaint on the wall of your business page. This can be incredibly disheartening and make you wonder if it will cause you to develop a “bad reputation”, but the truth is that you can (and will) get through it with great success. In fact, it is how you handle this roadblock that will give you serious points in the eyes of prior and future customers.
The Basis of Truth
Your response to a complaint on your social media platform will depend on the validity of the person’s claim. Was it true that your company made a mistake, or was negligent in some way? Determining this first will allow you to form a quick plan and be as graceful and humble as possible.
If the claim is true, you should write a response within no more than a couple of hours. It only will look worse on your part if you do not have a ready answer, as it will appear that you are avoiding the individual and the topic. Discuss it in a public forum, such as right on the same post. Keep your statements brief, and ask for clarification. Then, offer a solution that will be in the best interest of the customer. Even if he or she chooses not to take you up on your offer, you will have the advantage of looking like a professional and compassionate representative of your company.
Rise Above and Beyond the Expectations
Many individuals who write about their negative experiences with a company on social media do not expect to hear back from said company within a short period of time, if at all. If you give him or her the benefit of the doubt, be as clear as possible, and stick to how you can help to resolve the issue, you are certain to make it right with the customer. Also, you will serve to maintain your company’s solid reputation.
In the modern society, QR codes are essential marketing tools used by businesses. They make the aspect of mobile marketing efficient. It is a perfect way that necessitates the promoting of services and products to the clients. QR codes offer a direct link to the online sites of the firm. One aspect that makes them reliable for marketing is because they are applicable across the globe. Therefore, customers from every country can engage directly with the organization and view advertisements with ease at a lower cost. Therefore, it is advisable to incorporate QR codes as crucial parts of your marketing strategies. Below are essential tips that can help in increasing your QR code scans.
Offer Essential Guidelines Near the QR Code
Many businesses print plain QR codes on brochures and other materials without providing instructions on how to use them. Therefore, many customers do not know the need of those codes, and they just ignore them. It leads to low rates of QR code scans. If you want to increase your QR code scans, you must offer your customers helpful instructions on how to scan those codes on the printed materials.
Test the QR Codes
After incorporating the QR codes as a marketing tool for your business, you should test them to enhance efficiency before printing them on different materials. Testing is essential to ensure that they direct the customers to a mobile compatible website where they will be able to view different offers and advertisement of the firm. It will enable proper engagement with the company without complications and increase your QR code scans.
Ensure that the Destination URL is Short
QR codes are capable of holding a lot of data. However, the more the URLs are complicated, the harder it will be to scan the QR codes. Therefore, ensure that it is short to enhance efficiency. It will increase your QR code scans because clients will find it easy to perform the process.
Therefore, as a marketer, you should use the tips above to increase your QR code scans. Always make sure that the codes are attractive and that your people are aware of their existence on the prints.
What is integrated marketing? Simply put, integrated marketing is a strategy that displays a consistent brand message across multiple platforms. There are various avenues to market your brand, whether it be the internet, television, radio or print media. In order to reach as many people as possible, many marketings opt to utilize more than one avenue. The point of integrated marketing is that the message consistent about what the brand is. With integrated marketing expected to be one of the bigger trends in 2017, marketers are looking for new tips to employ in the new year. Here are four tips for integrated marketing.
1. Find the Best Platforms to Integrate.
Once you know the target audience, you can figure out which platforms are best to sell on. For instance, if you want to target a younger audience, marketing strategies that involve the internet is the way to go. Meanwhile, an older audience is more likely to use traditional media like television. Do your research and find out what are the most suitable platforms to market your brand on.
2. Use a Marketing Management Platform.
Integrated marketing can become messy. It’s easy to forget one marketing platform when you’re busy cultivating another. That’s why you should use some kind of management software to stay organized. Resource managers are available to simplify the process for you.
3. Come Up with a Brilliant Message.
Because integrated marketing is about consistency, you need to come up with one clear and concise message to spread across all platforms. Not only does it need to represent your brand well, it needs to fit seamlessly with whatever platform it is being marketed in.
4. Look for New Ways to Integrate.
Change in the marketing world is constant. It is ultimately up to the entrepreneur to stay ahead of the curb. Always be on the lookout for new ways to revise and improve your marketing strategy.
When it comes to advertising, most companies feel that email is the best way to reach consumers. All too often, they push aside print media options as they feel they are too costly. In truth direct mail pieces are a great medium to turn those leads into customers.
Low Cost per Each Lead
While you may be right in thinking that emails are less costly than direct mail pieces, it is not the cost of the marketing that should be part of your strategy, but the actually cost per lead that the piece generates. The cost per lead of your average, letter sized, direct mail piece is lower than emails, pay per clicks, print ads, and telemarketing efforts. This number drops even lower when you utilize personalization in direct mail pieces or include personalized offers.
Mailing Lists for Direct Mail are More Accurate
Since mailing addresses are regulated by the post office, they are often updated and will have any bad or incomplete addresses removed. Email lists tend to be less accurate as many people will use fake addresses or email addresses they never check when signing up for newsletters or logins they are required. With emails, you also have a high chance of emails going to spam, where as a direct mail piece is almost always delivered to the recipient.
Direct Mail Lasts Longer
Basically in terms of shelf life, direct mail has emails and telemarketing campaigns beat. People are quick to delete emails or clear voicemails without even listening to them or reading them and they are then gone forever. While direct mail may sit around a little bit, either on a table or a drawer, many people will at least look at its contents once, even if it’s to just check for offers. Either way your direct mail piece will be hanging around in a large percentage of homes longer than an email.
So when planning your next marketing campaign, give direct mail another shot. You will not only pay less per lead but benefit from a higher conversion rate as well.
Whether you have a small business or a corporate website, including forms can be a low-cost way to begin customer interaction. Below are just a few of the reasons you should add forms to your website:
1. Capture Visitor Information
An online form can track and record a wealth of information that you may not be able to get (or remember to ask) during a phone call. The simplest and most common form across the web is a company contact form. While it may seem to only capture basic information like a person’s name and phone number, you can ask additional information such as where they heard about you or their job title.
If you use a tool that connects forms to a marketing platform, you can also gain insights to information not asked within the form, including which pages of your site they’ve visited, how they got there, and the dates and times of all activities within your site.
2. Provide Communication Options
People can be shy, busy, or just prefer to deal with companies electronically. It’s a good idea to give them options for ways to connect with you. Ever needed to contact a company after their business hours and then try to remember to contact them the next day? Forms provide a way for your company to be accessible anytime, so you don’t miss out on important communication.
3. Customizable and Versatile
One of the best benefits of using forms is that they’re completely customizable and can be adapted for many uses, including:
- Blog/newsletter subscriptions
- E-book downloads
- Event registrations
- Demo requests
Including forms on your website can help you gain valuable insights into how people interact with your site and provide a window into customer buying habits.
So you think print is out, digital advertising is in, right? Wrong! Despite popular opinion, direct mail campaigns are still highly effective and can compete well with internet marketing. People are bombarded every day with words and images on their computer screens, and must continually fight these distractions if they are to get on with their day.
Your potential customers will at least have to hold your piece in their hand and glance at it before tossing it in the trash. If it is attractive or interesting enough they may look at it a bit longer and make a mental note that you exist. Who hasn’t paused to look at a travel brochure with colorful pictures even though they have no intention of taking an expensive trip? A physical piece of mail captures perhaps even more attention than it did before in this digital age.
Advertising through email is not necessarily the best approach to marketing either. As Craig Simpson writes in Entrepreneur Magazine, people are swamped with emails every day and often just don’t open them, partly for fear of spam or a virus. If they do open your email, they may be wary of clicking on a link or attachment they don’t trust.
Another factor, according to Simpson, is personal touch. People might just throw out a flier with loud, ugly advertising, but what if you received a nice, textured envelope with a real stamp that appears to be hand-written, shaped more like a greeting card than a business envelope? You would probably be intrigued and open it up just to feel the connection to a real human being.
The lesson that many successful businesses have learned is, don’t underestimate the power of direct mail!
