Creating more engaging content was picked as the top priority by 72% of B2B content marketers, according to Content Marketing Institute’s (CMI) new 2016 study. Yet becoming stronger writers ranked lowest; just 19% considered it important.
A recent observational study commissioned by Canada Post aimed to understand how people interact with their mail. The results are eye-opening for marketers who may have questioned the value of traditional mailing campaigns in our highly digital world.
According to a recent InfoTrends survey, 64% of customer communications and marketing campaigns are personalized with one-to-one messaging, or targeted to a segment of customers or prospects. Only 35% are generic, one-size-fits-all.
It’s the time of year when many begin addressing marketing strategies for 2016. Planning-wise, before you formulate , it makes good sense to evaluate .
Recent buzz around the effectiveness of direct mail and print marketing communications may have marketers who’ve had all of their eggs in a digital basket rethinking their strategy in 2016 to incorporate a multi-channel approach. This “best of both worlds” strategy blends the emotional impact of paper with the convenience and immediacy of digital delivery.
For small and mid-sized businesses as well as many organizations and nonprofits, the fourth quarter is prime time to begin planning your marketing efforts for the upcoming year. Of course, it’s also the period when countless other priorities come calling.
Sometimes called online print ordering, e-procurement or W2P, many small and mid-sized businesses (SMBs) are calling web-to-print a smarter way to go.
Some businesses and organizations open their doors with little more than a logo and basic brand identity materials like business cards, letterhead and few forms. Others make their mark in the marketplace with a well-defined set of brand identity guidelines for application across all of their marketing communications.
About six in 10 companies say they plan to share their holiday cheer this year with a wide range of logoed gifts, says the Advertising Specialty Institute (ASI).
When you have a need for communications speed, nothing tops a digital message. Yet, we all know what an email inbox can look like at the end of the day. And how attractive the delete key can be when we have to prioritize what gets our attention.
The importance of the offer you present on your postcard or mailing envelope can’t be overstated. Among direct marketing pros, it’s generally accepted that it will account for fully 30% of your campaign’s success – second only to the list (50%), but ahead of the creative (20%).
With personalized, relevant messages that drive higher response, increase engagement and deliver greater ROI. Technology makes it easy! Enter variable data printing for one-to-one marketing.
Today’s savvy marketers can’t afford to waste time or money reaching out to prospects that have little chance of becoming buyers. Even if you have a pretty good idea of who your best customers are, can you define them in terms that will help you find the next “like kind” business or consumer?
4. Action-oriented. 50% of recipients have purchased a product in-store over the past six months as a result of direct mail. (Canada Post Corporation, Breaking Through the Noise, June 30, 2015)
Seasoned event marketers know the many advantages of participating in conferences or staging their own special events to reach their top goals: increase brand awareness, improve product knowledge through hands-on demonstrations and drive more sales.
An effective online response mechanism is a must-have for every direct marketing campaign. According to the Direct Marketing Association, two out of five prefer to respond online to a direct mail offer. (Others may like to reply by mail or phone, so always provide options.)
If video isn’t yet part of your content marketing mix, there’s ample evidence it should be. According to Cisco, videos will account for 69% of all consumer Internet traffic by 2017.
Print communications are affordable and effective for today’s small business and nonprofit marketers. To get the most value from your marketing dollars, here are just four of the many ways you can cut the cost of your print communications – without cutting corners:
In a digitally driven world, it’s easy to feel like your direct mail marketing efforts could be making a bigger impact when the goal is to generate brand awareness.
Business owners and managers who set lofty goals know it takes many contributions – large and small – across all areas of the company to reach them. And that takes cultivating an environment where your team members are motivated and engaged.
Here are a few ways to integrate personalization into your current marketing efforts to boost engagement:
The Harvard Business Review suggests that it is anywhere between five to 25 times more expensive to acquire new customers than retain them depending on the industry. Here are a few considerations as you develop what works best for your company’s retention strategy:
Direct mail is an effective way to stand out from the digital noise and reach your key audience. One tactic to increase your direct mail response rate is to make your mail more appealing to open by standing out from the typical flat mail that people receive every day.
Ongoing education is an important part of professional development – and often, in small organizations, the onus is on individuals to seek out opportunities for learning. Whether you’re looking to establish a new content strategy, spice up your branding, earn new customers or simply find some inspiration, there are thousands of books out there that can help. Here are five of our favorites.
When it comes to creating the perfect marketing mix for any business or organization, personalization is a staple ingredient. Personalized marketing is no longer an option for small business marketers; instead it has become an expectation of the customer experience. To be effective, marketers must strike a balance in their personalized marketing efforts, tailoring their strategies in ways that are both practical and meaningful.
Between the increasingly competitive B2B marketing space and a growing skepticism of traditional advertising, many small business marketers are beginning to turn to influencer marketing as an alternative way to reach their intended audiences and build relationships.
The hashtag, once only known as the pound sign, recently celebrated its tenth birthday. Used primarily on Twitter and Instagram with some Facebook, Pinterest and Google+ overlap, hashtags are words or phrases preceded by the pound or hash (#) sign that make it easier for users to find information and conversation about a given topic.
If you’re new to digital marketing and have been looking at ways to help build your company’s online presence, chances are you’ve come across the term SEO in your research. SEO stands for search engine optimization. Among other tactics, it’s how the use of certain words, or keywords, can help search engines find you and deliver your website in search returns to people who are seeking information.
In today’s digital world, the physicality of direct mail can help amplify your marketing strategy to break through the clutter and drive action. In fact, according to the Online Marketing Institute , direct mail yields the highest conversion rates for both B2B and B2C campaigns in terms of response rates.
Since its debut in January 2016, Facebook Live – the service that allows users to live-stream video directly from their mobile devices to their friends and page followers – has infiltrated every user’s timeline and changed the way the world views live news. In fact, Facebook says that one in every five videos is a live broadcast.
Fall is the perfect time for small business marketers to make a bold move that leaves lasting impressions on current and potential customers ahead of the busy year-end holiday season.
When it comes to developing fresh approaches that lead to significant growth and powerful transformation, many leaders of businesses and nonprofits struggle with out-of-the-box thinking.
Intentional or not, most businesses and organizations create an enormous amount of content every day. With more web writing, blogs, emails, case studies and the like, the risk of favoring quantity over quality grows.
According to Forrester , email marketing is the most direct way to reach and interact with your audience – even more so than social channels, like Facebook. The study says that people are twice as likely to sign up for your email list as they are to interact with you on Facebook.
For building brand awareness, one of the most effective tools is logoed promotional products. According to a 2016 study by the Promotional Products Association International (PPAI), approximately 87 percent of marketers credit promotional products with helping them to reach marketing goals.
The tactile nature of print media is one of the most important ways that it stands out from digital. In fact, the Content Marketing Institute says that audiences are more engaged than ever with print marketing, with an influx of brands using direct mail and print marketing to cut through the digital clutter.
Signage can be responsible for half of your customers, says the International Sign Association . Signs can attract new customers, brand your business and drive impulse sales.
Most of us carry mini computers in our pockets, and the move to digital has consumed every industry. But don’t be fooled into thinking that print has lost value.
The importance businesses place on web marketing is growing daily; according to marketing giant Hubspot , 61 percent of marketers say that improving SEO and growing their organic presence is their top inbound marketing priority.
In a recent blog post recapping American Speedy Printing’s “6 ways to “Find Your X Factor”,” showcasing strategic ways for small business owners to distinguish their companies to drive leads and loyalty, I shared six tactics to break through the noise with an effective cross-channel marketing strategy.
In today’s marketplace, your current and prospective customers are just a few clicks away from learning all they need to know about your business as well as your competitors. In such an incredibly transparent world, retaining your customer base requires a persistent strategy.
As small business owners and managers, you have a unique opportunity to nurture close relationships with your employees that encourage their active engagement with the business. Engaged employees lead to improved talent retention, operational excellence, customer satisfaction and, ultimately, your business’ bottom line.
According to eMarketer, compilers of data and research across hundreds of industries, 60 percent of marketers create at least one piece of content a day, intended for promotion, SEO or other forms of digital and print marketing.
Looking for proven ways to jump-start your marketing? Do you just want to confirm that you’re on the right track? Stop by our Marketing Resource Library, and check out a wealth of information that’s downloadable. And free.
Email marketing is an important component to a multi-channel marketing approach. However, the spam filter is a significant roadblock that can derail even the best email campaign, plaguing well-intended messages with low open and click-through rates.
The report found older generations still respond best to direct mail and phone calls, while younger donors are primarily using online and mobile methods of giving.
As your customers sort through countless marketing messages received on a daily basis, how are you separating your business from the pack to deliver personalized content that aligns with your ideal prospects’ needs and interests?
Take the time to completely vet your audience and what marketing channels and messaging they respond to favorably. Set up internal systems so tracking your campaign’s progress is organized and easy to understand. Go over possible outcomes and prepare for them. The research phase of any campaign will lay the groundwork for its success – and good marketers prioritize the planning phase to optimize results.
It is often discussed if direct mail marketing still holds a place amid digital marketing boom times. In a recent Smart Insights study, the strength of digital marketing was revealed to be immense, showing that 82 percent of organizations have fully adopted a digital marketing strategy.
2. Target hot prospects with relevant, concise messaging using multiple channels. Consumers are inundated with marketing messages. Use personalized communications that are simple and actionable to break through the clutter. Target audiences that are similar to your best customers, using as many relevant marketing channels as you can to connect with your intended target.
In an environmentally aware world, many business owners are looking for ways to provide more sustainable solutions to meet their customers’ needs.
It’s hard to believe that Facebook has been a part of most of our lives for nearly a decade. What was once a simple communication and photo-sharing channel has evolved into a social and technological Hydra, a many-headed beast that dominates the digital space in communication, sales and now advertising. According to SproutSocial , Facebook drives almost 25 percent of all social referral traffic to company websites.
Are you interested in planning a special event for your business? Contact American Speedy Printing today to help you develop a strong event marketing strategy and support materials.
In an increasingly digital world, the value of face-to-face conversation among small businesses and their clients or prospects cannot be understated. According to the Harvard Business Review , 95 percent of subscribers said that in-person meetings are key to successful long-term relationships. Further, 89 percent agreed that face-to-face meetings are essential for “sealing the deal.”
With so many marketing options available, it’s hard to know what is most effective for small and medium-sized businesses. This is especially true for B2B marketers, 58 percent of whom, in a research study , indicated that generating high-quality leads is their top issue. At American Speedy Printing, we focus on helping B2B brands and nonprofits grow through targeted, multi-platform marketing efforts, because we’ve heard the marketing myths and can debunk them.
Small business owners are masters of multitasking. Between managing day-to-day operations, long-term strategy, employees and customers, there’s endless opportunity for important disciplines within a small business to be put on the back burner. Often, this includes marketing, which directly influences all business growth. When you’re strapped for time and resources, it’s easy to push aside marketing.
In today’s climate of entrepreneurialism, chances are good that your business has plenty of competition. That means it’s more important than ever for your brand to stand out from the crowd. If you’ve been thinking about adding branded apparel to your company’s promotional strategies, you’re on the right track.
Spring is right around the corner, and that means busy season for many event marketers. Event veterans know that preparation is the key to success if you’ll be hosting a charity golf outing, setting up a booth at a community function or making a trade show appearance. From choosing event giveaways to stocking up on trade show marketing pieces, the more you can do in advance, the better the outcome.
Bigfoot. The Loch Ness Monster. Advertising clutter. Which one of these doesn’t belong?
A new year gives you the opportunity to assess and refine your marketing strategies and budgets so that you can continue to do more of what’s working . . . and change what’s not. As always, allocating dollars to test promising marketing trends should also be in the mix.
Not all businesses have the innate ability to attract endless streams of customers based on the concept alone. For most business-to-business organizations, creating a memorable brand experience is a fairly foolproof way to attract and maintain a customer base. The key to a great brand experience? Personal connection.
The presentation of information can take shape in many ways. Here are five offers that generate leads in a range of formats:
Although a lot of tactics marketers rely on, including video marketing, are thought to only increase brand awareness, you can use video assets throughout the sales funnel to drive mid-level organizational goals, like lead generation and sales enablement.
Direct mail marketers capitalize on mail’s physical qualities that enable human connection and drive action. While the mailing list will always have the most impact on the success of the campaign, having strong content can improve direct mail ROI by driving greater response.
The goal is to use a mix of communications that match up to your target audience, then make price and performance decisions based on the strengths and weaknesses of each option. Here are five things to consider for your lead generation activities:
Life affirming, zesty and lush. The Pantone Color Institute recently announced its Color of the Year for 2017 as Greenery, a refreshing and revitalizing shade that’s symbolic of new beginnings, according to Pantone. Will Greenery find its way into your color print communications in the coming year?
It’s pretty safe to say there are few things on which you’d be unable to affix your company name or logo. But just because you can, doesn’t necessarily mean you should! To narrow it down in terms of practicality, the types of promotional products, branded merchandise and custom logo apparel that most companies seek are consistent with today’s consumer trends.
Having a strong online presence is a critical component of a marketing strategy for most organizations, regardless of business size or industry – in particular, for those who rely on local customers. In fact, Google revealed that 97% of consumers use the web to search for local businesses.
All businesses survive and thrive on their ability to generate new leads and turning those leads into qualified prospects. With 2017 right around the corner, now’s the time to revamp your lead generation strategy for the coming year.
Managing your marketing promotional materials across departments or multiple offices is more challenging than ever, as the shelf life of business communications and market response time have never been shorter or more challenging to manage. A web-to-print online portal, a.k.a. online print ordering, e-procurement, W2P and eCommerce, is a thriving solution that offers a wide range of business types and sizes a clearer path toward greater efficiencies.
Seasoned direct mail marketers know much of their success with the medium is a result of continuous testing, learning and improvement. Yet rather than refinement, some marketers still opt for something new when a campaign underperforms. If you were to choose just one thing to do differently with your marketing plan in 2017, let us suggest building in time for testing.
Businesses report their top goals in face-to-face marketing are to increase or create brand awareness (81%) and to boost sales (79%). Among other objectives, marketers seek to enhance product knowledge (62%), influence deeper customer involvement (57%), launch new products (55%) and gather sales leads (50%), says the Event Marketing Institute .
Research shows you have about eight seconds to capture someone’s attention before they move on. Piquing interest with compelling visuals is an effective approach: Content with relevant images earns 94% more views than content without, and the visual elements are processed much faster than text.
Today’s marketers give a thumbs up to strategic promotional products: 65% call them always or mostly effective as an advertising medium, according to Promotional Products Association International .
From logo gifts to personal notes, regular customer appreciation activities are an essential part of doing business. Without a doubt, reviews – good and bad – spread fast. Positive word-of-mouth (42%) is even more important than a sale or promotion (34%) when considering what’s most likely to motivate someone to try a new company, according to an American Express survey .
It’s fair to say for most businesses, the eyes of your customers are upon you. Some, in fact, may be taking a closer look to see if you’re “doing the right thing” in terms of social responsibility like nonprofit sponsorships . . . and they’re letting their wallets reflect what they see.
For small and mid-sized businesses (SMBs) as well as many organizations and nonprofits, the fourth quarter is prime time to develop your marketing strategy plan for the upcoming year. And it’s the same period when countless other priorities come calling.
Health and wellness promotional products are strong contenders among the year’s trendiest logoed items. That’s great news for marketers in search of a memorable giveaway that offers people what they value most: practicality. Seventy-seven percent of Americans and 82% of Canadians say the top reason they keep a logoed item is if it’s useful, according to a 2016 Advertising Specialty Institute (ASI) study.
Every company, regardless of the products sold or services performed, is in the relationship business – with customers, employees, business partners and the communities where they’re located. Marketing efforts across multiple channels, including print communications, to your target markets are necessary to drive sales.
No one likes rejection, including marketers. While the sense of “approval” that comes with seeing marketing emails opened and the links clicked can make anyone smile, there is a seemingly unpleasant flip side: email unsubscribes. Every email you send gives your recipients the option to opt out . . . and reject you.
For a closer look at the trends that can help you lend authenticity to your business to win over young skeptics, check out this Marketing Land post .
Any small or mid-sized business (SMB) can publish content without heavy investment to try to build a loyal audience. However, random acts of marketing are seldom as effective as creating a content marketing strategy.
While there has never been a shortage of options in logoed merchandise , marketers looking to take their promotions to the next level are seeking an even wider selection with dual- and multi-functionality.
Nearly 8 out of 10 business-to-business marketers report using video marketing as a content strategy, says a 2016 report from Content Marketing Institute (CMI), though just 62% call it “effective.”
When formal and informal recognition is built into your company culture, it can help you to attract and retain top performers while deepening commitment to your organization. Using promotional products to recognize employees can lead to increased satisfaction and motivation among your team.
Whether you have multiple locations, hundreds of documents that need to be accessed by multiple people, or documents that require frequent updates, you know how difficult it can be to manage all of your printed materials, keep them up-to-date, and make them available to all members within your organization. According to InfoTrends , 15-25% of print purchased is either thrown away or is somewhat out-of-date but still used.
One of the top direct mail mistakes is failing to make a specific offer or confusing recipients with too many offers in one mailer. Very few, if any, will take the time to sort out what you want them to do . . . and your mail piece will quickly find its way into the recycle bin.
Seasoned multi-channel marketers have learned the value of a marrying a print channel, like direct mail, with digital assets to improve response rates. According to the Direct Marketing Association , 22% of marketers report using some sort of online tracking capability, such as personalized URLs (PURLs) to track direct mail response rates.
One of the primary ways of promoting your nonprofit is by sponsoring an event. With fundraising as a universal goal, it’s no surprise that nonprofit organizations hold more events than B2B and B2C companies combined.
One of the beauties of digital printing technology is how it can be used with traditional marketing direct mail to make a bigger impact and drive greater response. Take personalization, for example.
A hospital network was set to open a new 63,000-square-foot facility, dedicated exclusively to children’s care. The organization was seeking to drive patient referrals by building relationships between key hospital staff members and area physicians and their employees. Two open house dates were selected targeting health care professionals in the surrounding areas.
The value of a robust customer data file cannot be overstated. The more you know, the easier it is to plan and execute campaigns using targeted mailing lists that deliver the right offer to the right type of customer at the right time – when they’re ready to buy.
Hands down, information is the best offer in B2B direct marketing, says customer acquisition and retention expert Ruth P. Stevens. It attracts, it qualifies, and it doesn’t break the bank.
Getting your direct mail marketing into the hands of those most likely to buy is job one. And that’s all about your list. Bad data equals poor results. Have a quality list? Then it’s time to drill down to make a great offer with attention-getting creative execution. Both may require some testing to find what resonates best with your target.
Tried and true. Yes. Old and tired? Not a chance! Marketers continue to reap the benefits inherent to direct mail.
According to the Direct Marketing Association’s 2015 Response Rate Report, nearly 6 out of 10 (57%) retailers choose direct mail as a marketing strategy.
Looking for business growth ideas? Some of your best opportunities are right in front of you. Consider 80% of your future profits will come from just 20% of your existing customers.
Retailers who discount color psychology and its influence on sales could be singing the blues. When prospects first walk into your store, they make a subconscious judgment about your retail environment and its products within 90 seconds. How much of that first impression is based on color alone? As much as 90%, according to researchers.
Sponsorships, donations, pro bono services, discounts and volunteering. These are just a few of the ways through which small and mid-sized business owners can begin to build a profile as a good neighbor in the community.
Defined as persuasive, authoritative and in-depth reports on specific topics, white papers are for many small and mid-sized businesses an excellent tactic in content marketing – primarily for business-to-business enterprises.
