Archive for July, 2015

Common mistakes business owners make when hiring a marketer

Monday, July 27th, 2015

Lead management, online marketing, market investigation, branding, corporate communications – with the broad range of marketing areas it can turn out to be quite challenging to find the perfect marketer for your business. And while larger enterprises have a whole team of specialists for each area, smaller companies are faced with the problem of finding a marketer that covers the whole spectrum of their marketing requirements. Let us point out what is really important by hiring a marketer!

 

Point 1 – You do not have to find an overall specialist! Instead, figure out what your company needs, what you want to focus. You want to attract more leads? Increase your market share? Or do you need a whole new marketing strategy? Only if you are clear about what you need, you will find the right marketer.

 

Point 2 – Expertise is an advantage, but no requirement. Of course, someone, who has already worked in the similar or same industry you are in, brings in valuable knowledge about products, your target group and the market. But this knowledge can be acquired within weeks, so this should not be a prerequisite for your future marketer.

 

Point 3 – Professional skills are an essential prerequisite, but so are personal abilities, such as the following. A marketer should know about the importance of customers for the business. He/she should be able to relate to the demands of their customers – not by identifying how the target group should be but by identifying how your target group is, thinks and demands. Furthermore, a marketer must bring in a deep understanding of the market, of your competitors, your products and brand. He/she must represent your company philosophy, understand and communicate the idea and value of your business and convey your company philosophy. Additionally, communication is highly important in marketing. To be convincing, you must be a good storyteller. Only if you know how to attract your target group, how to write persuasive content you will receive attention. Furthermore, besides the development and implementations of measures, the ability to set goals and measure developments and results is a must-have in marketing. A marketer should be able to evaluate and analyse marketing measures and react to results. A further ability a marketer should bring in is the willingness to learn. Marketing is constantly changing; there will always be new platforms and possibilities to reach your customers. That is why marketers should always be up to date about the latest trends and developments if they do not want to stay behind.

 

How to create an effective direct mail campaign

Wednesday, July 8th, 2015

With the trend towards online and mobile marketing, direct mail has taken a backseat in today’s advertising strategies. Rightly? Definitely no, as direct mail campaign can be an effective, tangible but often underestimated advertising measure.
Start with finding an engaging headline, one that triggers curiosity and convinces. People get overwhelmed with advertising and its promises today, so you have to stand out. If your headline convinces, also the rest of your mail will get attention. So take your time to gather ideas – the headline is the most crucial part of your whole campaign.
Furthermore, benefits are more convincing than features. Quality, reliability, usability and sustainability – that is what your customers are looking for. Make sure to point out your product’s benefits in the first paragraph of your copy to keep your leads interested. Thereby, be personal. Address your customers by name or for example include pictures of your company or employees.
An effective direct mail campaign should also include a direct call to action. “Call us today”, “Get a free quote” or “Come in and get more information” – encourage your customers to act. However, also make sure that there is an urge to act, for example by offering discounts, set a time limit, etc.
To make your campaign even more effective, combine it with other marketing measures. For example, provide more information to the campaign on your website, to drive more traffic to it. Or refer to your social media sites, blogs etc.
However, it is not enough to send out a mail on occasion. To implement a really successful campaign, you have to track your results. Phone your customers, ask if they have received your mail and give more information. Send out follow-up mails, but make sure not to use exactly the same copy. Get their attention, keep them interested and make your campaign in this way a success.