Approximately 100 billion emails are sent and received every day. Email is the primary form of communication in business world. This trend is expected to continue with a projected 132 billion emails being sent and received per day by the end of 2017. There are so many pieces of communication vying for your audience’s attention! What should you do?
Try using some of these tips to make sure your messages are connecting with your audience.
~Tell a story – storytelling takes your audience on a journey with you. Write a compelling story that draws your audience in and makes them want to learn more.
~Use clear language – are your messages clear and easy to understand by someone who has no idea who you are or what you do? Avoid using acronyms or industry jargon that may leave some people scratching their heads.
~Tell them what you want them to do – at some point in your message you’ll need to give your audience the resources they need to take the next step. Make the next step appropriate and easy for the user.
Powerful communication is relevant, timely and pulls the user in. Using the tactics listed above, you’ll be on your way to positively connect with your audience.
Earning the attention of a potential customer is one of the biggest challenges that marketers face.
The ability to convert cold traffic (visitors to your site who don’t know anything about you or your brand) to a warm lead is often expensive and time consuming. Blogs and content marketing may be helpful in solving this problem. When you create content that helps a user without attempting to sell to them, they are more likely to revisit your brand in the future. Social psychologists call this The Law of Reciprocity – when someone does something nice for you, you will have a deep-rooted psychological urge to do something nice in return.
By answering a question, offering a tutorial, explaining how-to, etc. you are satisfying the reader’s curiosity. If/when they see your brand again, they will be more willing to sign up for your newsletter, take your class, or complete that online purchase.
According to a recent comScore study, PayPal is better at converting online shoppers than other payment solutions.
PayPal converts online shoppers at a rate of 87%; Visa Checkout converts online shoppers at a rate of 51%; all other payment types at 45.6%. Why is PayPal so dominant? Experts say that PayPal provides a sense of security because it is a known system. PayPal also uses the One Touch frictionless payment system. Adding PayPal as a checkout option is one way to increase your conversions.
For an even bigger boost, make sure your cart has sufficient product content, images and reviews. 94% of prospective buyers will abandon an e-commerce site if they can’t find the information they are looking for. According to research, shoppers want to see at least 3 product images and a minimum of 3 product reviews before making a purchase.
Creating the perfect direct mail piece that generates a large response and hits the audience at just the right time is a marketer’s dream.
One key to generating interest in your direct mail piece is to appeal to emotion.
Swedish direct marketing entrepreneur Axel Andersson and Seattle direct marketer Bob Hacker identified seven key copy drivers that persuade people to buy a product or service, or to join a cause. They are: guilt, flattery, anger, exclusivity, fear, greed and salvation. Tap into one of these emotions and use some of the 12 most powerful, most evocative words in the English language. Oh, you would like to know what the 12 most evocative words are?
You, save, money, easy, guarantee, health, results, new, love, discover, proven and safety
Use these words and emotions in your copy and you will increase the response rate of your marketing efforts. When using emotion in marketing, be sure to match the emotion with the purchase. Attempting to create too strong of an emotion can come off as unbelievable and inauthentic.
THE MIDDLE OF THE YEAR APPROACHES….
The beginning of a new year always brings new goals and a chance to start fresh! By mid-year, however, many people have gone back to their old ways of doing things and are making little progress towards the goals they set at the new year.
Use these tips to try and re-motivate yourself and get out of your rut…
- Change your surroundings – sometimes all you need is a fresh perspective… this could be something as simple as rearranging your office or changing up your daily routine.
- Talk about it – find a business professional that you trust and respect and let them know how you are feeling. Oftentimes, they have been there before and can provide you with advice on how to get out of your funk.
- Reevaluate your why – why are you doing what you are doing? If your reason isn’t big enough, it could keep you from reaching your full potential. Check out Simon Sinek’s Start with Why.
- Complete your to-do list – Oftentimes a rut can happen when you see the same items on your to-do list over and over again. Take a day or two and work on wiping out any old items that have stayed on your to-do list for too long. Being able to start on something fresh can provide immediate motivation. Eat the frog. Get that one thing on your list that is bugging you…and eat the frog. When you eat the frog, nothing you do the rest of the day seems near as bad. J
Finding motivation mid-year could be just what you need to have a great 2016! Let us know if the tips above work for you. My email is Kevin@WaxFamilyPrinting.com.
Too busy to focus on marketing?
Create a marketing calendar so that you are continually getting your message out there. To create a marketing calendar, you’ll need a couple hours and a spreadsheet (there are apps that can help you organize too, however, a simple spreadsheet will do the trick).
Create a grid with one axis listing the time intervals and the other listing your marketing activities. Be sure to list all marketing activities including any major events you may be attending. If you end up with a period that has a handful of events, you may be able to cut back on nonessential marketing. Conversely, you can use slow times to work on building your brand with more long-term marketing efforts (direct mail, email marketing, social media marketing).
For each time frame, get specific on what your marketing plan will be. List out who is responsible, the budget, materials needed and any other key details. Here’s where a Google calendar is so helpful. Set up reminders and recurring events to help you be consistent and relevant.
As always, if you need help creating your calendar or any of the items listed on the calendar, let us know! We are always happy to help.
I blog. My blog helps my SEO and establishes my credibility in the market.
Hey, after 35 years in design, print and signs…I need all the help I can get.
And I’m not alone. 77% of business to consumer marketers leverage blogs as a marketing tactic (Content Marketing Institute). One major problem with blogs, however, is that there isn’t always a direct link between the products featured on the blog and the ability to purchase them. To solve this problem, retailers are experimenting with new technology that enables them to create shoppable images that can be used in blogs and other social posts. These images help consumers discover all available items and link them directly to the product pages for purchase. A home furnishing retailer recently tested this solution and reported a 110% increase in click-thru rates when compared to traditional blog posts.
Getting people to travel from your blog or other content piece to the shopping cart is the goal of any content marketing campaign. Getting creative with how you direct people to the cart can push your piece over the top and increase sales.
45% of Millennial Moms feel overlooked by retailers
If your target market is women (specifically moms) roughly between the ages of 24 – 34, you may be missing the mark in your advertising. In a recent study, 45% of this demographic said they felt like they were being overlooked by retailers.
Millennial Moms are socially and technologically savvy. They have grown up with blurred lines of private and public and they actively consume content on the web. On average, M&M’s spend more than 17 hours per week on social media. If you are marketing to these women, you’ll need to engage with them on their terms. Instagram, Pinterest, Facebook, Vine, hobby/news blogs and Twitter are the go-to online advertising place for this demographic.
If your target audience is NOT moms between the ages of 24 to 34, this little post can still be a help to you. What exactly is your target audience? Make sure your advertising dollars are being spent in the right place. Know your target audience and the most effective way to communicate with them before you begin a new campaign.
Re-marketing lets you show online ads to people who have visited your website or used your mobile app before.
For example, you go online to look for a product—a pair of shoes, a new dishwasher, a car. The site you’re on (whether it’s Google or another search engine) puts a little line of code called a cookie on your computer, smartphone or tablet. When you visit another site, there are blank ad spaces just waiting to pick up that little line of code and show you an ad for the very same product you were searching for.
I first noticed this when Rhonda and I were doing a bit of car shopping in December. Our online search was quickly followed up with…you guessed it…ads for the exact same car we had researched online.
Re-marketing can be one of the most cost-effective tools in the online sales arena, and for some products, it can also be remarkably effective at converting shoppers to buyers. Re-marketing may work because it can create multiple impressions. We’ve long known that the more impressions we have of a product, the more likely we are to recognize and buy that product.
If used too frequently or too long however, re-marketing may alienate some customers as it can be seen as an aggressive and pushy sales tactic.
If you’re looking for a short-term bump in sales for a seasonal product or a limited time offer, then re-marketing could be ideal. Try starting a campaign on a regional basis or for a single product to see if re-marketing is ideal for your product or service.
Trying to win the online search results battle with your website?
Try these 3 quick tips to make sure your local Search Engine Optimization (SEO) is giving you the upper hand.
Quick Tip 1
Set up and optimize your account with Google My Business (www.google.com/mybusiness). When you select your category for your listing, make sure your website has a page that is relevant to the category you selected. Google will see the connection and send traffic for those keywords to your site.
Quick Tip 2
Make your site secure. It isn’t often that Google tells us what to do to positively impact rankings. The fact that they have mentioned that secure sites will be given a ranking boost should be enough of an incentive for you to invest in an SSL for your site.
Quick Tip 3
Encourage Reviews – Encourage your customers to leave ratings and reviews of your business if they are satisfied with your work. Whether you ask for the review with a simple email after the service, a flyer at checkout, or a callout on your website – the more positive, authentic reviews your business receives, the better your business will appear in search (both via the search engines and the local review sites themselves). We send every customer a very short email survey request…and ask for them to post their comments and reviews on FaceBook and Google.
Take a quick look at your analytics before you implement these changes. Then look again a month after you put these items in place. Did you notice an increase in traffic?
As always, if you need help with any of the items above, please let us know. We are happy to help!