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Archive for June, 2010

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Marketing trends are always changing and the way we marketed and sold our products and services five or ten years ago is far different than marketing today.  Marketing was simple and direct back then.  And it was measurable.  We knew exactly where our customers came from and what papers, signs and direct mail pieces worked.  Today, everything about the way we market has changed.

These days there is so much to consider.  The internet has spurred a very complex whirlwind of advertising, pay-per-click ads, websites, SEO (Search Engine Optimization), social media and inbound marketing that begs the question of what works, how effective it is and how to measure the results.  If you are asking yourself these questions, you are not alone.  Many of our clients are struggling to understand the new way of marketing and how they can use it cost effectively to drive traffic to their businesses and then determine what worked and what didn’t.   While there are varying opinions about the effectiveness of internet marketing and social media on the bottom line of a business.  Here are a few suggestions to get you started:

#1 – If you are not participating in some form of internet advertising you are not even in the game.  Period.  End of story.  Your credibility in this century starts on the internet.  If your customers can Google you and find a website, you are a real company with a real product and/or service. 

#2 – If you build it they will come, right?  Wrong.  If you build a website you must promote it through various Internet and non-Internet media.  All of your print, direct mail, signs and other marketing collateral should drive traffic to your website.  Once your potential customers get to your website there should be several compelling elements to keep them there and make contact with you.  First, the homepage should clearly state who you are, what you do and what you will do for your customer.  Second, there should be a call to action on each page – something that will make your customer want to sign up and give you their information.  It could be something for free, a contest, a giveaway or anything that you want to offer them in exchange for their information.  Third, your content should be less copy heavy and more photo and graphics oriented.  It is true that a picture is worth a thousand words.

#3 – Maintenance of your website is a must.  Once your website is up and live, you will need to maintain it, track it and link it to other internet marketing such as social media sites, other websites, online PR, blogs, video or internet advertising.  The more links you have, the better your SEO will be.  In addition, the coding of your website is ultra-important and the content should include keywords for search engines to pick up on including meta-tags, meta-phrases and meta-titles.  Again, there are many different things you can do and you may need to try different things and experiment until you find the combination that works to your satisfaction.  There are many free on-line resources that you can take advantage of, such as Google Analytics, where you can register your website and receive statistics and data about the performance of your site.  Your website will take some time and commitment to maintain and enhance, but the more time you invest, the better your outcome will be.

My marketing belief is that you should not put all of your eggs in one basket.  Diversification is a term that has been prevalent since the economic downturn and continues to play a major role as we continue our upswing and recovery.  Your marketing program should include multiple styles and types of contact with your customers.  In addition to your website and on-line strategy you should continue to utilize traditional marketing methods such as direct mail, print advertising, hand-written notes and good old-fashioned follow-up phone calls as part of an overall effective marketing program.  For more details on how you can combine the new marketing you’re your traditional marketing, call 20 Twenty Graphics at 732-578-8499.

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