Think Tank

Social Media Marketing

5 Ideas to Power-Up Your Marketing

Monday, September 25th, 2017

People spend a great deal of time online. Your marketing efforts need to be online as well. Websites, social media and email marketing all need to be part of your marketing plan. That doesn’t mean “old school” marketing such as printed brochures, post cards, holiday cards, business cards, annual reports, calendars etc., should be forgotten.

Studies show that multiple touches need to occur before a customer becomes a customer. Having a comprehensive and cohesive marketing campaign that combines online with off can get results.

Here are 5 ideas to combine online and traditional marketing:

  1. Have printed brochures available for people who visit your brick and mortar. Make sure your brochures point to your website and social media presence. Possibly even have a ‘hidden deal’ page on your web site that only folks that received a brochure would know about. This could help drive traffic to your site and create interest in your brand.
  2. Offer them a year of deals. For example: let people know online and via your email marketing that they can ask for a complimentary calendar to be mailed to them (of course that calendar should have monthly specials and other enticements). This can be a great way to stay top-of-mind all year.
  3. Print out business cards that double as an online coupon. For example: if you had a space at a trade-show or networking event, you could hand out cards to the people you meet. These cards could have an “exclusive discount code” that they could use when they purchase from your online store before a specified date.
  4. Grow your email list by sending a post card to select zip codes and demographics. For example: you could purchase a physical address/mailing list from a mailing house and periodically send a postcard to everyone on that list. The mailers would offer something enticing, direct them to signup for exclusive email offers, and maybe even enter in a give-away or contest. Of course, you should make sure to print your URL for your email sign up or lead page on that mailer.
  5. Offer your annual report as printed piece and as a PDF download. You may want send everyone an email with the PDF download and offer the option to contact you for a printed version. Many donors and supporters may prefer a printed report. Providing the option, can improve the readership of your important communications.

It is important to remember that people like to connect with a business. Even though most of us are “connecting” online, the printed piece still has value. Print lets people literally touch your brand. It can reinforce your online communications, help drive traffic to your online presence and bring a real-world feel to your audience.

Online Marketing: Tell Your Story with Great Content

Tuesday, October 18th, 2016

windowwasherAs business folks we need to tell our story and paint the picture we want our audience to see. We need to set a clear image of our story. We are the editors of our story, and it is up to us to create the tone, the look, and the action.

Email Marketing and Social Media help build relationships and helps keeps you top of mind. Online marketing is not always about getting the quick sale.

Think long term.

Staying top of mind holds value. Staying on everyone’s radar on a regular basis can help “open the door” for a follow up phone call, a personal visit or for a targeted email campaign with a specific call to action.

We should always start our campaigns by thinking about;

  • What’s in it for them (the audience)?
  • Why would they want to open your emails?
  • Why would they want to join your list?
  • Why should they follow you on Social Media?

For content ideas that help build relationships you may want to consider the following:

  • Having a “contest” wherein the email campaign asks for a customer success story about your business or maybe a photo of a customer using your product or service.
  • Having a referral program and let people know how you will reward referrals
  • Announcing where you will be. Will you be attending any events, conferences or mixers you could announce? “Meet me here…”
  • Supporting groups you belong to. Are there any Chambers or organizations that you belong to that have an event coming up that you could help promote with an email or social post?
  • Promoting the events of others. Are there any business networking events in the area that you could let people know about?
  • Highlighting a customer. Do you have a long-term client that could be used as an example or highlight? For example…We’ve been helping people find Bob’s business over xx years. BTW if you are in Bob’s neighborhood pop in and say hello they offer great…
  • Sharing tips and tricks. Share your expertise.
  • Answering questions. What are your most frequently asked questions? This can be a good source of content.
  • Showing community involvement. Is there a charity that you support? Sharing their events or cause can help build the feeling of community. The charity may even share your email with their audience, giving you a bit more reach.

All of this ‘non-sales’ content could be followed with an “Oh by the way…” call to action.  Oh by the way we have a workshop coming up…