Valuable information you need to know to fine tune marketing and selling in the Covid-19 pandemic.

Valuable information you need to know to fine tune marketing and selling in the Covid-19 pandemic.

Are you looking for more business? Or better business? Or a new prospect list?  

You are not alone. The Covid-19 pandemic has turned our business marketing and selling world upside down.

Maintaining your team’s enthusiasm to get people to buy your product and/or your service in our present pandemic is mind boggling at best. Try this! Do that! That never works! And the beat goes on.

It’s always been a challenge to create consistently awesome attractions. But now, it is a overwhelming challenge to earn the attention of potential prospects. The playing field of marketing and sales has changed dramatically.

One such solution is finding a group of marketing sleuths in your organization. Look for people with a variety of ability, such as having a keen sense of solving problems, people in your marketplace looking for change and even good thinking customers. The result is mixing all suggestions and ideas in a marketing blender and spilling it all on a table for you and your team to sort out.  

You need to arrive at ideas which is the right marketing content and communication channels that can reach your contacts and tempt them in ways with a compelling mix of opinions and insight in today’s economy as transformed by the pandemic within your industry. 

So much of the knowledge and thought leadership from the people on your list that works them may also work for your company. You need to stop thinking that the pandemic will somehow disappear, and everything returns to normal. So many of the normal ways of attracting customers are no longer useful. Business’s small and large, are laying people off every day. For example, when was the last trade show you visited? 

Comment and offer at the end of this post. 

Delegate technical customer manager.  

This role is for someone that sees the value of the science of data analytics and the art of marketing. Then, make it in the employee’s job description and might include incentive payGoals could be copywriting, using printed materials, landing pages, personalization, digital, and whatever is collected from prospects and customer segments. Without a single ‘owner’ to take responsibility on marketing, sales activity and response of testing, the investigation is often disorganized, and the results are inconsistent. 

If you are a company who believes in and use some of the concepts of customer-centric marketing strategyyou probably have an advantage with communication channels choice. Conversely, if you are not a fan, you need to start.  

Just the other day I saw these two headlines. 

  • Walgreens Marketing Moves into Mass Personalization  

  • Mercedes-Benz marketing boss: Our customised agency is making us more human-centric 

Customer-centric marketing, or whatever you may call it, is a known marketing strategy that works. 

Experiment with a little bit of this and just a touch of that. 

Think of customer-centric marketing as a consistent delivery of value to each customer. Your company marketing and sales must be centered on listening to what your customers want and have a particular opinion, belief or ideas using more ways for building business relationships with personalization. 

Our second strategy, data driven marketing is also based on personalization. It assumes that you know something about the contacts to whom you are mailing, emailing, or sending to a landing page and so forthIt’s an effective way to keep customers spending their money on your products and servicesby understanding their needs 

Number three, a digital marketing strategy, design solutions for your business to attract and keep customers, get end-to-end visibility into all marketing and selling campaigns, from impression to revenue. You need a customer-focus mentality (personalization) to see and understand why your customers buy or not buy. 

Digital marketing is a good marketer’s choice for the near future. 

Direct mail, websites, email, advertisements, even content marketing, are a few of the communication channels, you may use today. They each have their pro’s and con’s. But this is a challenging time with so many unknowns. 

At this point in time, what works? Marketing and sales? Are the salespeople getting appointments? Are they still making sales? These questions need answers. Staying on the same course may work for now, but for how long?  

Depending on your answers, your new technical customer manager will have her or his back to the wall, to havanswers you need to compete in the pandemic marketplace. Ease in other company contributors with their specialties in the wheelhouseChallenging times can uncover thought provider ideas or insights that may enhance marketing and sales success.  

Summary 

The only known that I am sure of, is not to do nothing. recently read an article on the CDC website that this pandemic may last through 2021. 

Your advantage is what you decide on doing now, going hard after new and present business, will keep working for your company in the new world you are facing when a vaccine is available for controlling and ending the pandemic.  

Could you comment how your company has changed the way they are marketing in the pandemic.? 

Conversely, if your company is facing tough times in marketing and sales, send me a note or comment about your situation and I’ll be happy to share some suggestions. 

Everyone who responds will become a subscriber to our Direct2Customers community. 

Thanks for reading and please share with others – except your competition! Your time is genuinely appreciated. 

Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customers community. 

It’s what we do. It’s what we love to do. 

Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608 

                                                                               

 

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Five Strong Marketing Skills to Kick Up Your Response Rate…

Five Strong Marketing Skills to Kick Up Your Response Rate…

and borrow more customers from the competition.  

Imagine if you were able to accelerate your marketing message frequency to customers, by boosting response using strategic marketing in direct and customer-centric marketing?  Next, imagine directly reaching customers online with a dash of traditional marketingsuch as email for example, with a higher frequency of response, building and writing a series of relevant marketing messages. 

If you like this idea, here’s how to start. 

Learn how to study your marketing data. Today, your company must capture and study marketing data, to determine what you need if your goal is to increase sales. The best way to start is by building custom marketing segments based on customer data. It will allow you to send specific messages to like-minded buyers from your database  Maybe you’ve thought of testing marketing segments, but time slips away. Today it’s not a dream. You can create datadriven direct marketing with ideas from your traditional marketing results easily by using another communication channel, such as email.  For example, if youre a small business-to-business company with 500 or less employees, it’s a good time to learn how to build a company specific multi-channel marketing platform. It can lead you towards a fair share of new or larger corporate customers.   Borrowing a few customers from your competition is also within reason. If that’s your goal, a customer segment project will cause companies to stick around. Learn how by reading the next 5 points on customer acquisition. 

1.  Don’t waste time on building a strategy.  

Yes, tongue in cheek. The best strategies we always recommend is direct and customer-centric marketing strategies, developed for company growth. Think of the direct marketing strategy as a message sent directly to a prospect or a past customer. The customer-centric strategy means you know something about your contacts and customers to deliver a relevant message to their needs  Check out the article in this issue of Direct Marketing Success; How a multi-layered personalization can snag a few more customers…when something is known about the recipient which provides a significant benefit for advertising. It’s guaranteed to stimulate an idea or two.  If you are hungry for more information using segmenting in your database, it’s a great article to help you understand what you need to increase your customer base. Start tinkering with personalization and customer segments as such and you’ll experience first-hand how the two work together in great unison and see the results for yourself 

2.  Use a silicone emollient, such as learning customer data, that keeps your marketing running on all 5 cylinders. 

Data, data analytics, and data management are the work horses that hold your marketing platform together. If you feel that data analysis is not your strong suit, find someone who does understand marketing data. There are more people available today who understand and can interpret the appropriate data for you  Start and stay in a learning mode in your quest to understand customer data. Steady the course and avoid trying to do more until you have a better understanding of the assembled data. The more you know, the more your campaign will grow as well as the marketing segments. 

3.  There are many advertising channels to choose from. 

If you feel there is a lack of customer data, stay the course. Test your assumptions and learn more from existing customers. Test your ideas by talking to a select group of your best customers. Next, use direct marketing mail to reach other contacts. Direct mail is usually a great place to start data collection because everyone has a mailbox.  Add email to the mix of direct mail. Using the Pareto Principal, 80% of mail business addresses have an email address. If you start out with direct mail, use a simple website landing page to capture additional email addresses from those who have purchased from you in the past. Offer something free. For example, a gift to offer a percentage off their next purchase.  Eventually, you’ll have enough information and data, which will make multi-channel your double-digit marketing response of choice. 

4.  Besides having an address, use direct marketing mail techniques, specifically for creating offers. 

Most, if not all direct marketing professionals have a very strong motivation gene in their DNA to go after the consumer tooth and nail to make a purchase. For instance, powerful direct marketing copywriters can use the right words and craft creative offers. Copywriting professionals know the importance of an offer no one can refuse.   Bring in the customers with dazzling design, pulling the reader into the mail piece, to consider an offer  Lastly, frequency of messages is like finding a pot of gold, especially if you can do it below budget! 

5.  Customers like to play coy. 

In today’s economy, prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with your company. They want to make their own decisions. This decision could be in your first contactor after two months of messages before there is any contact.  With the capability of better web searches, the growth of social media and even communication with business associates, there is literally a mountain of information available to gather for the next copywriting project. That’s a big reason why we know frequency is an important direct marketing tactic. When used with multi-channel communications, you can collect additional data to record, and even sell products and services.  Cross-selling and multi-channel communications get a better response. It even makes your customer service better. The list of accolades for a great customer information and list data is a job no one regrets tackling. 

Summary. 

Customers that receive relevant messages tend to respond higher. Revenue increases with every marketing campaign. Add as much information as possible to your database. Data is the key for better business and more business for the future. Start today. Thanks for reading. I can be reached at Mdoc@direct2customers.com or phone 800.251.3608 (USA)

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