Archive for the ‘Email Marketing’ Category

Trade Show Marketing Tips

Thursday, July 28th, 2016

Trade shows can be one of the most effective and efficient lead generation tools for businesses, but they can be costly too. From design and print of the display and marketing items, the investment can be thousands. And if it’s out of town, even more. Now’s the time to start planning on how to maximize your investment.

Trade show

Get the most out of trade show marketing

Take advantage of the entire experience of the trade show attendee to build awareness, and fill your pipeline. Here are a few tips:

Before the show

  • Months before, strategize on the entire process from the attendee’s perspective. Put yourselves in their shoes and consider what they’re doing, thinking, wishing for and experiencing days before the show, during the show, and perhaps most importantly, after the show. Call a prospect or client and ask for their feedback to get really great data points.
  • How will you grow your list, and generate leads and sales by exhibiting at this trade show? Research sponsorship opportunities to the show in exchange for a list of attendees.
  • If you’re sponsoring, be prepared to receive the list only weeks – sometimes only days – before the show. Ask about timing, and plan to send a postcard or email to generate pre-show sales and excitement.  Add an offer to make reaching out or visiting your booth compelling.
  • Know what your post-show follow up will be so execution can be seamless and timely.
  • During the show

  • Capture interested prospects info. If you have multiple products/services, have them specify what they may be interested in.
  • Have plenty of options for takeaways based on the level of interest and/or quality of lead.
  • If you have a list of attendee’s, consider same day promotions using a text messaging service to draw more folks to your booth.
  • After the show

  • Follow up within 5 days. Remember, good leads can go cold fast. Make sure your follow up includes a few touch points to remind those who may have been swamped with to-do’s when they returned.
  • If sponsoring, ask for a complete attendee list, and plan one more touch point for those you have not gotten response from.
  • Build your list so you can continue to communicate with prospects in the future.
  • Track the results.  Is it worth it to invest in the show again?
  • Maximize your trade show ROI with a well thought out plan to attract, capture and follow up.

    9 Ways to Find Great Content Ideas for Marketers

    Friday, April 29th, 2016

     

    If you’re responsible for creating relevant marketing content for your company, you most likely have suffered from writers block or idea overload at some point.  Create content your market want with these tips…
    1. Recap five interesting things you learned at an event you recently attended.

      Don't let a lack of ideas bring your marketing to a halt.

    2. Re-purpose content from one of your existing presentations or seminars.
    3. In the spirit of recycling, take a look at older content and go ahead and re-fresh and re-use.  Trust me, your market needs to hear the message again.
    4. Ask your sales reps what questions they are most asked. Since they interface most frequently with your clients and prospect, their insight is incredibly valuable. Answer the most commonly asked question, and make sure you capture the way they ask it.
    5. Share a “how-to” tip on a favorite product. Consider video for this. Did you know that including video in emails can increase your click through rate by 300%?
    6. Ask an industry expert to be featured in an interview by you.  Ask your clients or customers in advance what they’d like to know from the expert.
    7. Curate content by compiling industry news – add your opinion or take on it for a personalized touch.  There are plenty of ways to automate gathering information. Set up Google alerts to receive the latest articles in your inbox.  Use an RSS site like Feedly or InoReader to keep up with important news.
    8. Share an interesting or touching story about an employee, or client.  Including the personal touch is becoming more relevant in our increasingly automated world!
    9. Survey your list using either social sites or email and ask what they’d like to know about your area of expertise or your products or services.  Ask open ended questions to avoid “leading the witness”.  You want to get at what’s really on their mind.

    Do you have a favorite tip for creating great content ideas? Leave a reply below.

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    Write Like a Marketer

    Tuesday, February 16th, 2016

    Just about anyone can write. But writing – and writing for marketing – are two very different things. If you’re looking to sharpen your writing skills to attract and retain customers or clients, read on!

    Typewriter

    Anyone can write, right?


    Top 10 Writing Tips for Marketing

    1. Ditch the formality. Write like you speak so your market can relate to you. Enough said.

    2. BUT, pay attention to grammar and spelling. PLS don’t write like YR 12 year old niece TXTS.  Always run spell check, and have a colleague check for grammar, proper context and meaning.

    3. Avoid the “Paradigm Shift”. All it takes is one reference to buzz words like “Bleeding edge technology” or “value-driven mandates”, and people tune out. Use language anyone can understand. If your mom doesn’t know what your organization’s paradigm shift is, don’t use it.

    4. Know your target market and write to them. Give them what they need to know when they need it. For example, you’re creating an ad campaign that introduces your company to your target audience. Highlight the main value your clients or customers gain from your products or services. At this point in the buying cycle, they need to know what’s in it for them. Your company history doesn’t matter to them just yet.

    5. Know how long your content should be. As a rule of thumb, blog posts should be 1,500 words if search ranking and social sharing is a goal.  If not, shorter is fine – especially if you don’t have enough powerful content.  Email subject lines should be 50 characters or LESS.  A line of text should be no longer than 12 words. A paragraph should be no more than 4 lines. A Facebook post should be 100-140 characters (not words). Tweets (if you’re looking for re-tweets) should be 120-130 characters.

    6. Tell your story. Share your passion – it’s what sets you apart. You may provide accounting services, but so does every CPA. Tell WHY you love maximizing your clients’ income. It will energize you, and your audience will feel it.

    7. Brevity trumps long-winded. Take out any filler and fluff. Every word needs to add meaning for your reader. Attention spans are getting shorter. The number of smart phones used to consume content is increasing. Keep that in mind.

    8. For headlines, create curiosity and use lively words. But remember to Keep it Super Short (KISS).

    9. For blog posts, consistency is key. Don’t post twice a month then abandon your blog for 3 months, only to pick up again 4 months later. Respect your readers time and be concise in your thought. Use bullet points or lists to organize information. Same applies for email marketing.

    10. Have one clear and compelling call to action. Everyone is distracted and busy. Your content needs to generate an activity. A generic call to action like “Contact us” will not inspire action. “Click today to receive a free sample” is so much better. Get clear on what you want your market to do. Including a deadline helps!

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    Built-In Marketing Ideas for 2016

    Thursday, January 28th, 2016







    Have Fun today!

    It's Fun at Work Day today!

    Happy “Fun at Work Day”!

     

    Did you know that today – January 28th – is National Fun at Work Day? If that sounds like another bogus reason to make the day special, consider this… according to Dave Hemseth and Leslie Yerkes, the authors of 301 Ways to Have Fun at Work state “Organizations that integrate fun into work have lower levels of absenteeism, greater job satisfaction, increased productivity, and less downtime.”

    Not only is Having Fun at Work important to organizations’ success, noting the day is a great (and fun) way to stay top of mind. Showcase your culture on social channels; tell your clients a funny joke; send a goofy promo item to prospects – the possibilities are endless.

    Every business needs to create and execute a marketing strategy throughout the year, so why not work with built-in dates and awareness issues? 2016 is filled with unique and noteworthy reasons to reach out to your market to build awareness and celebrate. Download our guide with a full year of dates, tips and marketing topics broken down by month.

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