Pick A Marketing Communication Channel, But Not Just Any Channel

Pick A Marketing Communication Channel, But Not Just Any Channel

Then share the most important ideas with the ones that make you money. 

There are numerous tools of the trade you’ll find when using direct marketing and mail. If you have read a few of my posts on using both within a direct to customer strategy, there are an incredible amount of tactical tools to help you reach your end game. 

Considering your customers can be challenging to determine what makes them buy, because one day this, another day that, but sending the same marketing message again latter, you get a different result. Who would of thunk it? 

These are just a few ways the pandemic has uprooted our daily lives to earn a living. Unemployed people and empty company locations will leave your marketing message unread, unseen, or unheard. 

Marketing, advertising, and selling professionals, must remain vigilant to stay connected. For instance, build a customer list of recent purchasers and even others who have not recently made a purchase. Do not be salesly with your conversation but show concern about your contact and their company. Offer to help by stretching out customer payments, free shipping or whatever benefit people love about your product and service. Saving money never goes out of style. 

Small businesses restaurants or a fitness center, and many other companies, are under siege via mask mandates, times or days allowed to be open, losing quality employees or letting them go because of the lack of funds. I am sure you get that point. This is not a good situation.

 So what do you want to do? Stay on the same path and hope for           better results?

 Now is the time to plan your attack but first, read on for other ideas. But   while you study all channels of communication to reach your   audience, write personalized messages n your blog like there is no   tomorrow about on what is to come down.

There’s so many channel preferences people have at their disposal, but the most important ones are what communication channels your desired audience may use. Unless you are one of the few waiting to determine peoples desired channels of choice, I am sorry to inform you, it is up to you to make that happen. 

In the past 25 years or so, I preached to many audiences everywhere to spend time to learn your customer’s habits, needs and wants, and to enter your results in a customer-contact management system. Or, if you sell a product or service, then into your busy book. When the information you collected is entered in a database, you first move is to develop customer segments. Start small and add on what else you learn. The knowledge you get from studying this data will make your marketing messages more relevant.

I created a lot of marketing and sales tools to help a business like yours learn how to analyze the data you collect. For example, how to segment your customers and prospects, start by building an easy form to help you see the big picture for achieving marketing and selling success.

FREE sample segmenting charts now when you subscribe to the direct2customer community. Click below.

The choice is theirs. 

Clients have more choices to buy than just your company. If your business is in everyone’s busy book, how do you stand out? So for instance, a direct marketing strategy is one of the more valuable tools in building an offer. An offer is vital for success. Still, many businesses assume their product is good enough to sell as is without an offer. Guess what? Wrong. 

Why? In one quick answer, the offer causes a person to stop and give your message a second look, a second thought. Is that the way your mind is rolling?

Now, many of you reading this may consider an offer of lower prices. But, if you took the time to learn more about your customers, you may have found a certain percentage of customers and prospects have other values when making a purchase. At the heart of any direct marketing message will always be an offering, whether you’re selling a product, promoting a service, driving traffic to a Website, or taking people to a retail location.

What is an “offer”?  

It is not to love and cherish a product for the rest of your life, but it can be. And no, it is not a discount, but it can be. It could be any number of other things as well.  

On the simplest level, an offer is the “terms of the deal.” It is you saying, “Here’s what you can get. And here’s what you have to do or pay to get it.” It’s the combination of several elements that make up the “deal.” 

Individuals who operate in the direct marketing and mail business understand the importance of creating a sense of urgency in a marketing offer. The value of having the sale happen now is that if it does not, it may not happen at all.  Condition that the sale happens now, it increases the likelihood that another sale will happen later. 

These are just a few tried-and-true strategies to help your customers and prospects overcome the dreaded disease of delay! 

Want to learn more about direct marketing?  For a limited time only, I have placed our most requested white paper, “The Right Notes in Your Direct Marketing, Make Beautiful Music for Your Customer’s Ears and Your Accounting Department”, on our report sending website free for the asking.  

This powerful report can change your opinion on your direct marketing strategy and realize, there is a better way to communicate with your audience – when you spend some time to get to know them! Your messages become more relevant and your customers feel more appreciated. And we both know what that means! 

Thanks for reading.

Remember to get your free ideas on how to get into building segments in just a few steps. 

Get FREE sample charts on how to start segmenting your contacts when you join our community

Please share with others – except your competition! Your time is genuinely appreciated. Please join our Direct2Customers Marketing Community today!

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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QUANTITY VS. QUALITY…

QUANTITY VS. QUALITY…

(From DMS 17.3, article 2. Download the complete publication at the end of this post)

Which one scores your highest ratings in marketing and advertising?

In the past, having a conversion rate when using direct mail, one percent was acceptable. What was the conversion rate number?

First, let us look at another example. A response rate is an important metric for analyzing a mailing or any other communication channel your customers may prefer. But a high response rate is not always the best goal.

If you’re trying to generate sales leads for a high-dollar service where the contract might be over one million dollars, a single reply that results in a sale might give you a low response rate, but it would likely represent a significant return on investment.

Therefore, your goal is not to maximize response but to maximize profit. Direct mailers in the past century would continually buy more lists to increase their mailing number hoping to get more responses. Hence, the name, junk mail.

Some of today’s digital marketers love telling anyone that listens they have over 200,000 followers. Hence the name, digital flame out.

“Single focused approach, effective utilization of natural skills, creative choices, and self- belief is essential to achieve superior quality.” ©Famous Quotes, on their 1 2 3 Website.

Profit is a good thing.

So, how do we raise our profit? One way is a mindset of delivering an offer, direct to the customer, and add another channel, such email or social media channel, and test to verify your outcome.

Testing allows adjustments which can create a nice increase to maximize your profit.

While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. This is another example of using science in your marketing efforts within our data driven era.

Test one item at a time. 

It may be temptation to test a variety of ideas in every message. If so, it is impossible to know what element is responsible for changing your results.

For example, if you use a new subject line at the same time trying a new segment, which change will affect your results? By testing only one change per message, you can immediately see what causes your positive or negative results.

If you want to improve your landing page conversions, then use Split testing, better known as A/B testing.

For example, use A/B testing with two versions of your landing page that are almost entirely the same but have one specific difference you want to test. For instance, you could A/B test which headline or offer converts more by creating one page with a headline or offer A and the other headline with an offer B. Half of your visitors will see version A and the other half will see version B.

Test against your “control.” 

A/B testing can work with any communication channel you want. Even your control can be an email that has proven to be a winner. Once you have determined a winner, you can test other email messages or formats against it.

This type of testing works like a contest, with the old and new competing against each other. If your control wins, you know you should continue using it.

If the challenger wins, you know you might have a new control and should consider emailing the new message or format instead.

While there is a lot of creativity that goes into writing and designing your marketing communications, testing should be a careful and disciplined process.

Summary

The key takeaway is to test one marketing or advertisement message at a time. Plus, check out your analytics for additional campaign insights for maximizing your profit.

So, by now we can assume, quality pays?

Read the rest of publication DMS 17.3 

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 

         

Digiprove sealCopyright secured by Digiprove © 2020 J. Mike Deuerling
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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Customer Choice

Customer Choice

In business, the mantra is “give people choices.”  

But hold on a second. Are more choices still a good idea?  

My experience as a business owner and direct marketing geek, I know that sometimes less is more when it comes to choosing. In other words, choice comes with a cost. 

For example, if you are selling a new app every mother would want, you may be tempted to offer a variety of response avenues: email, contact us page on your website or a landing page, social media, and even a tollfree phone number. Just like my direct2customers marketing community. The logic is that everyone prefers a different method, so if you offer them all you increase the number of orders you get. Right? 

Not always. Sometimes, all those choices work against you because choosing between them may take an extra split second, which is enough to cause someone to put off responding until later. Once that happens, you may never get the answer at all. 

It may seem like a subtle distinction, but there is a difference between offering choices and introducing extra decisions. If the “choice” of response method becomes a “decision,” you can reduce the number of buyers and even orders. 

 For a reader-oriented medium such as a blog or content marketing, it is often best to offer a reader-oriented response and nothing else. That means forcing people to respond and provide no other avenue for response. Since there is only one way to reply, there is no decision to make.  However, your copywriting must be crisp and to the point of what you want them to do. 

If you own or work for a company that does most of its business online, driving people to a single contact link in your copy, makes the most sense. Again, there is no decision on how to respond, so there is one less hurdle for prospects to jump.  

Is this always the best approach? Yes and no, depending on what your marketing contacts prefer. The only way to be sure whether to offer one or multiple response methods, is to test. If you offer several ways now, look at your data tracking to see how many answers come in through each type. 

You might be surprised to find that one is favored to a much greater extent than the others. This could be the basis for testing whether one type of response can increase or decrease your total response. 

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

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

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

Thanks again for reading. Questions? Mdoc@direct2customers.com     800-251-3608 (USA only)

      

 

Digiprove sealCopyright secured by Digiprove © 2020 J. Mike Deuerling