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Posts Tagged ‘direct mail’

Effective Business Advertising: Four Obsolete Marketing Methods in the Digital Age

Sunday, February 24th, 2013

Welcome to 2013! The internet and mobile revolution has brought on many changes to business marketing strategies. Advertising that once worked splendidly has lost impact due to the changes in the way consumers communicate and seek out information. Many people, for example, forgo a home phone and every member of the household has a cell phone. With the advance of computers, laptops, tablets, and smartphones in virtually every aspect of our lives, people are reading more of their information from online sources than any other. This changed reality has resulted in an array of new and inexpensive advertising opportunities that allow you to reach your target audience any time day or night, no matter where they are or what they are doing, and in more personal and meaningful ways.

 

Online Advertising

Technology is everywhere: At home and work, when playing and shopping, sitting down and on the go.

 

Companies that are slow to embrace new technologies and continue to focus their advertising budgets on methods that worked decades ago are being quickly outpaced by more modern competitors. As a result, they are losing potential customers every day. A business with outdated advertising practices that wishes to remain competitive must modernize and optimize their advertising strategies to eliminate ineffective marketing methods. In most industries, increasing the effectiveness of marketing investments means embracing the digital era and moving their advertising efforts to the internet.

 

How can a business, currently entrenched in marketing methods that worked a decade ago, take advantage of the upgraded advertising opportunities available to them and get ahead digital era? This article is designed to detail four obsolete business marketing methods, why not to use them for your modern business, and how to replace them with more effective advertising technologies. Stop wasting your money on advertising that simply does not work. Abandoning these four obsolete methods of traditional business promotion can lead to an increased return on investment when they are switched to more cost-effective methods online.

 

 

Telemarketing

Cold CallingTelemarketing, or cold calling, was a popular form of marketing for many years. The concept works similar to door-to-door sales, only over the phone. Simply obtain a list of potential clients, call them at their home or business, and read a professionally written script. Ideally, the phone calls are made quickly with minimal talk time, with an attempt to talk to as many people as possible while minimizing rejections.

 

Why not?

This may sound like a great marketing strategy, however, there is a major downside. People generally have become annoyed with these types of calls. When the concept was fresh, people happily answered their phones and many of them would listen to what you had to say. In today’s world, people are used to communicating quickly and have access to a wealth of information digitally, eliminating the need to learn about products or services over a forced and disruptive telephone call.

 

In addition, call screening and gatekeepers have become common. Digital telephone systems exist that screen out calls from unwanted parties. With the increased use of smartphones, many people have downloaded apps specifically designed to identify and block telemarketing calls. Because of all these factors, it is unlikely that your target audience will be reachable by phone, making telemarketing obsolete.

 

What’s better?

Use social media to your advantage for a much improved, non-intrusive way of reaching potential customers. A professional marketing campaign on sites such as LinkedIn or Facebook can help your business target and reach out directly to people who have already expressed interest in or a need for your services. With the use of marketing content such as website landing pages, infographics, and videos, you are able to provide useful information and advertise your business to potential clients. In general, people are more receptive to companies they find via their favorite social websites, especially when they recognize one of their friends as having ‘liked’ or endorsed your business in the past. This form of promotion is inexpensive for the value and, when done correctly, can produce a much higher return on investment than telemarketing.

 

 

Direct Mail

Junk MailDirect mail is one of the oldest forms of promoting products or services. Businesses gather a mailing list of potential clients, usually tens of thousands, and put together a clever letter or post card. This method is most commonly used for coupons, store newsletters, or as a way to inform people about new products. The material is then mailed to the target client’s home or business address. Often times a single ad from one company is combined with dozens of ads from multiple companies, resulting in a single mailer of ads sent via bulk mail to the advertiser’s targeted list.

 

Why not?

Direct mail has another term associated with it: “junk mail.” These mailings often go directly into the trash can and are often not read. This creates an inconvenience to the client and is a waste to businesses. It can become expensive to print and distribute high color advertisements via mail, so it is important to see a high return when using them. Unfortunately, “Junk mail” does not usually result in a high sales return.

 

In addition, the United States Postal Service has begun to limit its services, offering limited services on Saturday and no service on Sunday. In recent years, the mail industry has seen a seen a heavy decline is overall sales. Businesses are now limited to advertising via this method Monday through Friday, the busiest days of the week for most people and the days where they are least likely to have time to sift through disruptive advertisements. Plus, if addresses are written incorrectly or the client has moved, it is even less likely they will see the advisement. High cost, poor targeting availability, and low return on investment has made advertising by direct mail obsolete.

 

What’s better?

The better solution to reach tens of thousands of people in a cost-effective way is by building an internet marketing strategy using video and social media advertising campaigns on popular sites such as Facebook, Twitter, Google+, and YouTube. Advertising via social media allows your businesses to reach targets based on highly specialized criteria, narrowing down your targeting to people who are specifically interested in your message. This form of business promotion is far less limiting than a piece of paper, giving you the opportunity to present your potential client with videos, long pieces of information, images, or interactive content. This can be used to create an overall deeper relationship with the client, giving them a greater sense of loyalty to your brand. “Going Green” with your advertising will not only result in less wasted paper and an overall better outlook for the environment, it will also result in lower marketing cost with a much higher return. And, unlike sending “junk mail” with the USPS, there’s nothing to print, no postage to buy, and you can reach people any time day or night, seven days a week.

 

 

Yellow Pages

Phone Book AdsThe yellow pages within a phone book are a listing of all the businesses in a particular area organized by category and name. Businesses can buy ad space for their respected categories, up to a full page, in hopes they will catch the eye of the person seeking the type of service or product the company offers. Phone books with yellow pages are often dropped off at a telephone customer’s home or business address, usually in a bag on the ground near the door.

 

Why not?

People readily access most information online or on the go with a cell phone, making an advertisement in the phone book yellow pages rather ineffective. The printed copies of business directories often make their way into the trash bin immediately upon delivery. While many yellow page directory services have created online versions to go along with the printed book, these are equally as ineffective. No one uses business directories to locate information on products or services, preferring instead to directly search for information on a search engine such as Google or Bing, or via social search in Facebook. Due to the high cost of advertising in yellow page and directory services, and the dwindling number of people looking to them for answers, the Yellow Pages are obsolete when it comes to advertising your business.

 

What’s better?

People go directly to search engines to search for service providers in their area, and use search engine relating mapping services provided by Google or Bing to locate products or services nearby. Creating search engine listings and having a modern website listed in online search is vastly superior to yellow page advertising. With search marketing, instead of a small, single advertisement on a piece of paper, you are able to drive interested customers to a website full of robust pages of information, contact forms, interactive media, videos, and integrated social media components unique to your business. As a bonus, search engines are available on the go, so potential clients can find you while on the road and away from home. In addition, these searches are conducted using keywords typed in to a search box, allowing you to laser focus your advertising to only those people who are most likely to need your products or services. Search engine marketing provides your business with a quick, accurate, round-the-clock advertising method, helping you drive interested clients straight to your location or website.

 

 

Newspaper and Magazine Ads

Magazine AdsNewspapers and magazines are a common place for advertisements, especially for local products or services. Each newspaper or magazine is printed and distributed to thousands of client’s doorsteps on a daily, weekly, or monthly basis. The ads can be placed in a number of different sizes ranging from as little as one forty-eighth of a page to a two page ad, depending on the paper.

 

Why not?

Print newspapers and magazines are becoming less and less common. It’s a dying industry with rapidly shrinking readership. This is due to the ease of finding information, including news, online. Many traditional newspapers are no longer existent or have moved their operations online in the form of dedicated blogs or E-newspapers. Most magazines have replaced printing in favor of digital copies that incorporate video as well as images.

 

Traditional newspaper ads can also get quite costly depending on the size of the ad and the following the newspaper has. While small ads are often available at a reduced cost, they may be overlooked by readers depending on the placement. The traditional paper size is 15 by 22 and a half inches, and one forty-eighth of that amounts to a tiny ad space, a little over an inch. The fact that readership of printed magazines and newspapers has declined, and your tiny ad often blends in with the page and is seldom seen, makes advertising in paper newspapers and magazines obsolete.

 

What’s better?

Online display advertising allows you to publish high quality color advertising images and online videos to targeted websites at a fraction of the cost of a printed ad in a newspaper or magazine. Many of these websites are visited on a regular basis by your ideal customers, so a steady flow of potential clients will see your ad. In addition, online display ads can link those viewers directly to your website, putting them just a click away from a wealth of information about your products or services. Display advertising allows you to target readers with a particular focus, making it possible to specialize further and show your ad only to people who are likely interested in what you offer.

 

From a creative standpoint, this type of promotion is far less limiting. It is possible to have full color, beautiful ads for your business, where as a traditional newspaper will usually limit the ads to black and white or low-quality color ink. This means that not only are you targeting potential clients effectively, but you are creating more interactive ads that allow you to engage your target audience in meaningful ways. Display advertising ultimately provides a higher return on investment than printed newspapers and magazines, allowing you to provide more relative, higher performing ads for less.

 

 

In addition to all of the benefits outlined above, there are several additional reasons why digital advertising methods via search engines, websites, and social media far outpace telemarketing, direct mail, yellow pages, or newspapers and magazines:

 

  • Advertisement Performance Tracking and Analytics: Internet advertising provides the ability to measure advertising effectiveness. You can quickly compare cost vs. performance via mechanisms that track the number of times your ads were viewed and the number of times they were acted upon. Detailed performance tracking makes it easy to determine if your advertising is working or needs to be adjusted.
  • Advertising Campaign Scheduling: Online ads can be scheduled to run according to your precise needs. You can run ads at only certain times of the day, certain days of the week, or start and stop advertising as necessary based on the needs of your business.
  • Detailed Control Over Budget: With internet advertising, you are not trapped into a pre-determined set price for your ads. You can allocate the budget that’s right for your business at the time, and increase or decrease your advertising budget as your goals change.

 

This is the dawn of the digital age. Looking at your business advertising plan and reallocating it now is a wise decision. While finding the most effective marketing strategy for your business can be a difficult task, eliminating useless business advertising methods is a good first step towards that goal. If your business is investing in any one of the aforementioned methods, you are probably wasting your money that could be better invested online. Add up how much you are spending monthly and yearly on useless business advertisements and write that number down. That’s the amount of money you should be investing into high impact internet advertising instead.

 

It’s common sense to advertise where your potential clients are, and chances are good that most of them are online. Roughly 80% of Americans use the internet for an extended period of time on a daily basis, and that number continues to grow each year. Compare to the only 23% that read printed newspapers on a semi-frequent basis. Because internet advertising is significantly less expensive than traditional marketing methods, and most of your competitors haven’t yet figured this out, promoting your business digitally will yield higher results. Get started now to help establish your company early on and gain the competitive edge.

 

So, what’s the next best step after making the decision to replace outdated advertising with digital marketing? If you want quick and reliable results, find an expert internet marketing company in your area that is knowledgeable in the pros and cons of marketing your business online. These firms can help you create a new, custom marketing strategy based on a professional website, content marketing, display advertising, social media ads, search engine optimization, search engine marketing, and interactive online videos. The right company can help your stand out from the competition, allowing you to grow in a modern and highly-effective way.

 

 

 



seenBEST Web Design

Website Design on Purpose

Thursday, November 10th, 2011

A website is today’s key marketing collateral piece. It’s your online brochure, providing your company profile and the benefits of your offerings. It offers useful information for your target audience and is an interactive communication vehicle between your visitors, the people they forward your link to, and you.

 

Your website creates people’s first impression of your business. Website visitors judge your business in less than 10 seconds. A professionally designed website uses the latest technology and tools to attract your target audience, get their attention quickly, keep them on your site longer and address their needs. This is how you achieve your main purpose for the site. So, what is the purpose of your website?

 

Every website should be designed with a purpose in mind.

For most small businesses, there are two primary purposes for a website:

  1. To make sales.
  2. To generate leads.

 

Consider also the many possible secondary purposes:

  1. Provide information.
  2. Promote offerings.
  3. Create brand awareness.
  4. Position yourself as an expert.
  5. Increase subscriptions.
  6. Receive applications.
  7. Reduce printing and direct mail expenses.
  8. Build trust.

 

To create a successful website, you must know the primary purpose of the website. All aspects of website design – layout, functionality, content, graphics, links, buttons, navigation, security, SEO, SEM – must contribute to the primary purpose. Incorporating content to achieve your secondary purposes will ultimately lead you to either increasing sales or generating leads. As you evaluate every aspect of your website, ask yourself: Does this contribute to making sales or generating leads? If it doesn’t, no matter how much you like it, you need to let it go. An irrelevant element only distracts your audience.

 

Create an effective user experience on your website.

The next step – ask yourself: What actions do you want your visitor to take when he views your site? What does your visitor want to achieve on your site? Designing your website based on the answers to these questions will create a much more positive and effective experience for the visitor or “user.” “Everything the user experiences should be the result of a conscious decision on your part,” explains Jesse James Garrett in his book, The Elements of User Experience: User-Centered Design for the Web. “The practice of creating engaging, efficient user experiences is called user-centered design. The concept of user-centered design is very simple: Every step of the way, take the user into account as you develop your product.”

 

A professional design team knows how to achieve your goals.

You should select a design team that has the ability to understand your needs and then reflect those needs in the design and functionality of the new site. A professional web design team will ask you a number of questions to learn and understand:

  • Your business
  • Your industry
  • Your target audience
  • Your business objectives
  • Your online marketing goals
  • Your reason for having a website

 

The team at seenBEST Web Design in Phoenix, Arizona, will meet with you face-to-face to learn about your company and your goals. Our comprehensive web design services are performed by highly experienced web professionals who know the right questions to ask. We will develop a user-centered design process to target and attract potential customers to your website…and take your web marketing results to unparalleled levels of success. Call today, (602) 456-0150 to schedule a free consultation.

 


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seenBEST Web Design

Why Internet Marketing Works

Wednesday, November 2nd, 2011

The Internet marketing industry has existed since only 1994, and sales have grown from $300 million in the U.S. in 1996 to an astounding $200+ billion in 2010. Online marketing is thriving, and businesses that have invested in successful Internet marketing campaigns are reaping the rewards today.

 

Internet marketing stands as an essential business development tool for today’s successful companies, as traditional “old school” marketing has seen a substantial decline. Internet marketing makes information about your business available anytime consumers or clients are looking for it. But traditional marketing – print and media ads, telemarketing, and direct mail – relies on pushing out a message and hoping someone will want what the company is offering at the time they see the ad. Joseph Jaffe, consultant and author of Life After the 30-Second Spot, suggests, “Consumers are starting to outgrow us. They know what to buy and where to buy it, and they don’t need us to tell them anymore.” Accepting and addressing this major change in consumer behavior is the key to why Internet marketing works.

 

Internet marketing is successful because:

 

  • It is more cost effective than traditional marketing methods. Internet marketing campaigns are inexpensive compared to the thousands of dollars spent on traditional ads.
  • You can target specific audiences. A personalized message encourages people to take the action you desire. The Internet provides endless opportunities to tweak and tailor your message for every type of buyer wherever they may be. And your message is there when they’re looking for it – when they are ready to buy.
  • Your return on investment is much higher. A well-orchestrated Internet marketing campaign can deliver substantial increases in profits, with a much lower cost per lead than traditional marketing. Even a small budget campaign can produce an impressive ROI and the viral nature of Internet marketing keeps your campaign moving and expanding, providing a steady stream of leads.
  • There are many ways to measure results. Traffic to your site, conversions, number of sales or subscribers, inbound links, brand image…these are just a few of the numerous web metrics and analytics you can track to determine the success of your campaign. Having this information at your fingertips allows you to make changes on a regular basis, even daily if necessary, to improve results.

 

For local businesses, Internet marketing can be especially successful. The Pew Research Center ‘s Internet & American Life Project’s Spring Tracking Survey 2011 found that 78% of American adults who use the Internet look for information about a service or product they are thinking of buying. Small companies can compete head to head with larger businesses, and companies in smaller towns can compete with companies in major cities. The cost effectiveness of internet marketing makes it possible for you to compete on a small budget and go up against much larger competitors. An attractive and effective new website for your business can make your small business appear more attractive to a potential customer than larger competitors, especially if you are providing local services. Online marketing using SEO and SEM targeted to you area also helps to create a level playing field. Finally, there are several affordable internet marketing tools that can be employed for client retention and content distribution, including social media branding and email marketing.

 

One necessary ingredient in a successful Internet marketing campaign is patience. To see the results of your efforts, it takes time and requires constant monitoring and analyzing of web analytics and metrics. Using an Internet marketing expert to help you develop and maintain your campaign is the best way to achieve your goals. The professional Internet marketing team at seenBest Web Design in Phoenix, Arizona are experts in all aspects of Internet marketing and will work with you to design an effective campaign. Are you ready to build leads, increase sales, and maximize profits for your business? Call seenBest Web Design today at (602) 456-0150 and put their Internet marketing experience to work for you!

 

 


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