Contract & Interim Marketing Management Makes Sense

Jun 24 2023 Published by admin under Uncategorized

Many companies over the last 5 years have been forced to cut their marketing staff and eliminate positions that were critical to their operations. Those positions include director, vice-president, and other marketing management positions including product management and product marketing. To counteract this trend and to overcome this shortfall, many companies are increasingly looking to outsource their marketing management functions to firms that can provide contract or fractional marketing managers at different levels of their organizations.

How can this work? Easily! This is the age of “renting” specific employee expertise, instead of “owning” it. A company that needs a vice-president of marketing who can provide strategy and direction can now contract that function for a fractional portion of a total full-time employee. Bring that person in on a weekly or monthly basis as necessary in order help plan and direct the marketing efforts without having to pay for that person a full time salary.

This strategy offers distinct advantages to a small or medium sized company trying to conserve its cash and keep its payroll under control. A top Vice-President of Marketing could cost $200,000 in today’s economy on a full-time basis. Many companies don’t need nor can they afford such a person on their team, but could greatly benefit from fractional portion of that person’s time. So if your company needs this type of talent part time (say a day per week), it could spend $40,000 a year and still have access to strategic thinking and the skill sets of a top marketing executive without having to pay for it on a full time basis.

We see this trend happening through the ranks of director-level marketing management, Internet marketing, product management and product marketing functions. Companies need to have these functions capable of servicing their organizations but don’t necessarily need them on a full-time basis. So they increasingly look to outsourcing or staffing firms that can provide a talented marketing leader on an ongoing basis, but part-time. This is a very cost effective strategy for organizations that are trying to grow and need access to human capital and marketing functions, while still being able to contain costs.

If your company is considering looking for a new vice-president of marketing but you are concerned about whether or not you can afford the salary of such a person, or if you’re looking for a Product Manager, a Product Marketing Manager or a Director Of Product Marketing to lead a team, consider the option of outsourcing this function through a marketing staffing firm who can provide you with this support, on a part time basis.

Product Management and Product Marketing fit this model perfectly. Many companies don’t need full time Product Manager in order to plan and roll out new products or provide support to their sales force, but they do need some form of product management either on a part-time basis or during peak periods of new product launches. These scenarios lend themselves perfectly to hiring a Product Marketing Manager on a part time basis from a staffing firm.

We see many companies that look for this sort of fractional or interim management support in order to get the necessary work done, while lowering their overall costs in staff functions that don’t directly relate to driving revenue. A fractional product manager or product marketing manager can perform all of the critical functions that are required in order to support new product rollouts, product development, and sales force training without having to be full-time on your staff.

Think about using a sales and marketing staffing and recruiting firm as a critical resource to bring in the people that you need in order to fill the gaps in your organization.

Comments are off for this post

Small Business Marketing Tip – Do You Know Where Your Brand Is?

Jun 24 2023 Published by admin under Uncategorized

Your small business needs an identity that your customers can easily repeat to other people interested in your services. This is your Brand Banner and it is one of the most powerful weapons in your marketing arsenal. After you’ve uncovered the who of your brand, the next step is determining where your Brand Banner is planted relative to the competition. Only then can you really bring in your People and Package resources to effectively market your Brand to prospects, and reinforce your brand position to your customers and your employees.

If you don’t know where your brand is positioned in relation to your competitors, then no matter how well-written and executed your marketing and promotion plans are they are apt to steer you and your time and your money and your labor in the wrong direction.

If that’s the case, at least your competitors will be happy.

Often, marketers talk about how to “position” their product or service as if they are mind-controllers who actually determine where inside her brain a prospective customer will shelve the company’s brand. But this is one magic trick not easily pulled off; and there’s a vital point to remember for the small business owner.

Let’s imagine our marketing efforts are analogous to a person on a lake in a boat. Our brand is our boat. If we had a motorboat and were out on that lake, then we could just point our boat toward a point on shore of our choosing, thrust the throttles full ahead and–because we are under our own power–we’d head exactly in that direction.

But unfortunately we marketers don’t have a motorboat. We’re crewing a sailboat. Our small company’s brand is powered by the winds of people perception. One obvious wind is the picture of our brand held by the decision-maker(s) who have the power to actually buy our product. But often overlooked by companies, large and small, are the gusts provided by our referral sources; both customers and employees. A successful marketer must learn to tack with different winds in order to arrive at her destination–the safe shore of a sale.

Ever see a big company waste millions of dollars on advertising, trying to shove their position into a customer’s mind? Think of all the money the dot-coms spent a few years ago, trying to do just that. Well-paid executives with millions of dollars in ad budget mistakenly thought they were driving motorboats. Most sunk, because they didn’t learn that you can’t just buy your way into a person’s mind.

Of course both your People and your Package components will need to be brought into play to support your Brand’s position, but first it is absolutely critical to understand where that position is. The good news is that most of your competitors probably don’t know where their brand is in relation to you and their other competitors.

The bad news is that this state won’t last. An existing competitor will become a smarter marketer, or a new player with a deep knowledge of their brand’s place will enter the arena. Either way, it’s pressing for you to understand where your small company’s brand is at, now.

Comments are off for this post

Internet Marketing – Eight Ways To Boost Your Web Sales

Jun 24 2023 Published by admin under Uncategorized

1 Update your site regularly

This is a chore for both business owners and webmasters alike. Finding new
content can be difficult, but it essential to getting regular crawls from search engines and to attracting visitors back to your site. It is also a great reason for other sites to link to you. The best way to start this discipline is to put the task in your diary with a regular slot, say several hours a fortnight. Make sure that content will be of interest to your visitors by making it newsworthy or controversial if possible. Remember that the web is a graphical medium, and that changing photos and colours can also give your site a fresh look, if you have the skills to change them.

2 Collect email leads

People who have come to your site have been searching for products and information which is relevant to your business. Some may want to purchase products immediately and your web design should make this easy for them. However, some may be thinking about a future purchase and are looking for information. If your site looks like a good source of information, you could tempt them to give them your email in return for regular updates and even special offers. If they are doing this type of research they are likely to be willing to give you their details in return for further information. If they do give you their information, you must remember your side of the deal and you must give them interesting updates and offers and not just a heavy sales pitch or the same offers that they have seen before. A light touch always works better because of the natural fear that people have of spam.

3 Improve your search engine rankings

First, let me define two types of search engine optimisation (SEO). “White hat” techniques optimise websites using techniques that are within the guidelines laid down by the search engines. For example the Google guidelines are listed here. White hat techniques do not try to fool the search engines into giving false rankings. “Black Hat” techniques use a range of methods to improve the rankings of websites by fooling the search engine when it crawls the site. A blog on black hat techniques can be found here, although we recommend that you do not attempt to use any of them. The penalty for being caught is a lengthy ban for the listings as some high profile businesses have found.

If you are not familiar with SEO, contact your webmaster or an SEO expert.

4 Start a Blog

Blogs are one of the phenomenon’s of the recent internet history, but they are really only understood and used by a portion of the population outside of the US. In many ways, that is because most of these people see themselves as internet consumers of information, rather than people who can take part. Younger people, who have grown up with technology are less constrained.

So what is a blog? It is a series of web pages, where anyone can comment about anything that they want within reason. Why would that be remotely interesting? Well, it may be interesting to read first hand what life is like for an ordinary citizen in Bagdhad, for example. Also, most people has some form of expertise or special knowledge, and a blog gives them an opportunity to share what they know. The proof is, they say, in the eating. There is a blog created in the world every second, and quite a few of them are very highly ranked by search engines as authorities on their topics. If you can build this authority on a topic related to your site, you can link back to the site and bring both additional visitors and an improved search engine ranking. Regular blogging also gives site visitors some fresh content to keep them coming back to your site.

5 Put Your Website URL Everywhere

I am always amazed by businesses who will spend £5-10,000 on a website, but they do not use their own stationery to advertise their site. Put your URL on your headed paper, business cards, compliment slips, product packaging, invoices, and any other piece of printed material that you produce. Look for opportunities to draw visitors to your site. If you are recruiting, direct potential candidates to an “About Us” page on your site. Similarly, if you are looking for new suppliers, direct them to the site for more information. All of these activities builds awareness of your site and it makes it a part of how you do business, rather than just your brochure that you put on the internet.

6 Link promotions back to your site

If you run promotions or special offers, it is useful to direct customers to your site. As well as building awareness of your business online, it can be a very cost-effective way of giving information about the promotion or of fulfilling it directly. The internet can take the pressure off call center resources and can also help to smooth out peak demand when an offer first breaks. Your website is a good alternative to offer customers when phone lines are busy. If customers can place their orders themselves, this is the best solution for everyone.

7 Advertise on the internet

More and more people are using search engines to look for the best suppliers of goods and services. If you do not have the highest rankings in search engines for the keywords that people might use when searching for your product or service then it is worth investigating whether Pay Per Click (PPC) advertising could work for you. The way it works is simple. You create an account with a search engine of your choice. You select the keyword that you believe are relevant to your product and you tell the search engine how much you are willing to pay for each visitor to your site. You then need to put together a small ad for the search engine and, hey presto! you are advertising. The search engine will place ads in order starting with the highest bid. Ads are usually rotated during the day. The two vital things in getting PPC to work are to pick the right keywords and to write an ad that will draw the right visitors to your site. You can experiment with low cost keywords until you get it right, or you can seek the advice of an internet marketing professional.

8 Register with comparison shopping sites

If your website can take orders for products, take a look at comparison shopping sites like Kelkoo and Froogle. These sites rank well for the items that they list and they provide shoppers with information on where to get the best deals. While they are mainly price driven, they also contain information on delivery, availability, and other services that you may offer. If you have products available at a reasonable price, this is a great way to get your brand known in the market and to attract buyers to your site.

Not all of these actions will apply to every business, but if you implement 4 or more of them you will get a lead on the competition. The truth is that very few businesses are making the most of these opportunities, so if you are the first in your market, or your area, then you steal a march on the opposition.

Comments are off for this post

Marketing Strategies When Using Email

Jun 06 2023 Published by admin under Uncategorized

Over the years emails have become the most effective tool for online marketing. It provides benefits to business campaigns, making it easier to directly reach the people concerned.

Email marketing is one of the most powerful ways of getting your products to your customers through direct marketing. This can be done by communicating the information on your products or services to your customers cheaply, effectively, and in a cost effective way.

Emails give you the flexibility of tailoring your messages for the particular customers that you want to address. The effectiveness of email marketing will become apparent only when you send your emails to relevant recipients who are interested in the products or services that you are offering.

Before you send off the emails, you would need to get the consent of the recipients, as otherwise your marketing efforts will be a waste of time.

LET YOUR EMAIL CAMPAIGN BE ENGAGING:

Much would go in to prepare the contents of your email campaign. You need to provide your customers with the necessary information, keeping it brief and to the point. The following are some guidelines that you should follow:

1. You must tailor your email to the specific customer group that you want to target.

2. Your email subject line should attract the prospective customer.

3. You would need to get straight to the point.

4. You would need to use simple words.

5. You should offer exclusive benefits to attract more customer attention.

YOU MUST TARGET THE RIGHT PEOPLE:

You must build up a customer base. Your campaign must have a target, for even though it is a cheaper solution, sending emails to people in a random way may cost you your time. As an example, if you are marketing computer accessories, your target should be those people who are interested in buying your products.

Remember that unsolicited emails are not appreciated, and further, are considered to be illegal. People become annoyed on receiving such emails, which they simply delete without even looking at the contents.

LET PEOPLE OPT INTO YOUR EMAIL CAMPAIGN:

Unsolicited emails are considered to be illegal, though you could send limited extra information regarding other products or services to the prospective customers who have subscribed to your email campaign.

As you let people opt into your email campaign, you should also provide the customer with the option to opt out of receiving any further email messages from you. It would be illegal if you do not provide that opportunity to the people who have agreed to receive your emails.

THE RELEVANCY OF YOUR EMAILS:

In email campaigns it is essential that you know about your target customers. These are the ones who have agreed to receive your product information by email, and even if they do not buy the product or service from you, they are likely to do so in the future.

Your email campaign must be relevant. As for example, you would send information about your new loyalty discounts to prospective high-spending customers. You are likely to receive a positive response from those who have not purchased your products or services for the last six months.

Comments are off for this post

Email Marketing Deliverability Guidelines

Jun 05 2023 Published by admin under Uncategorized

The biggest obstacle for most email marketers is generally message delivery. Messages that are either blocked or sent to a ‘junk’ folder by the ISPs (internet service providers – who manage incoming mail for their account holders) is a major waste of marketing resources and directly affects an organization’s bottom line. To fully maximize email delivery, it is important to understand why delivery can be a problem and what impacts delivery.

The following guide is designed for marketers who want to better understand the challenges of email marketing, and want to benefit from using the ‘best practices’ outlined by the email industry.

Why delivery can be a problem

Today, legitimate email makes up a very small fraction of the total email volume received by ISPs. One of the main priorities of ISPs is to protect their account holders from unwanted email. The ISPs are spending a lot of time and resources to ensure unwanted messages do not get delivered, and from the following statistics you can see why:

In 2002, 25% of the total mail volume received by the ISPs was considered spam
In 2009, 95% of total mail volume received by the ISPs was considered spam

Since the ISPs are often times implementing new technology, legitimate email marketers can unfortunately find that their messages have been flagged as spam, and are not being delivered to list members. The good news is that ISPs acknowledge the difference between legitimate and non-legitimate email marketers, and they are almost always willing to work with legitimate marketers on improving deliverability.

What impacts delivery

There are primarily four variables that impact email delivery:

1) The quality of the marketer’s list of email addresses is extremely important! The ideal situation is to send emails only to a clean list: A list with minimal invalid addresses; every address on the list has requested (opted-in) the sender’s message; and the list has been mailed to regularly.

Make sure the following has been done – especially when switching to a new email marketing solution:

All addresses that have previously bounced as invalid or nonexistent are not mailed to again.

All unsubscribe requests are honored and not mailed to in the future.

Role account email addresses are not mailed to. Role account addresses are email addresses that normally do not (or rarely) subscribe to mailing lists. Examples include abuse@, admin@, billing@, info@, jobs@, news@, postmaster@, sales@, support@, and webmaster@. These types of addresses are usually harvested directly from websites.

Always know the direct source of any email addresses added to your mailing list. Many poorly maintained lists contain spam trap addresses. A spam trap is an email address that exists solely for the purpose of luring in spam. The trap is to have addresses that are not used for communication (so they would never opt-in to a mailing list) readily available to marketers who purchase email lists or harvest email addresses from the web. Once the spam trap is sent to, the ISP or reputation monitoring service presumes the marketer is not using legitimate list building practices. The presence of even one spam trap can cause major delivery problems. The only way to prevent the presence of a spam trap address is to only mail to addresses that have directly opted-in to the actual list that is doing the mailing.

There is no list of known spam trap addresses. They are always kept secret, so removing them can be difficult. The removal process consists of building a new list with addresses that have either opened a previous message or clicked on any link within a message (spam trap addresses will never open a message or click on a link within a message), and then re-opting-in every remaining member of the list.

Sending to a purchased or rented list will almost always result in poor delivery. List vendors sell or rent the same lists to numerous people, so complaints will be high and open rates low.

2) Email content and design also play an important role in message delivery. Message design should have a professional look with the sender’s brand clearly and quickly identifiable. The content has to be relevant to the person receiving the message, and the message should be presented in an organized manner. Make sure the subject line matches the content and its purpose. And lastly, the ‘from address’ needs to be recognizable by the recipient.

3) Spam complaints are the next important factor in email delivery. ISPs monitor complaints very carefully, making this the number one reason why emails will not get through to major ISPs.

What is a complaint?

A complaint is generated when someone who has received an email reports it as unwanted, unrequested, or for whatever reason considers it as spam. Many ISPs such as AOL, Yahoo, and Hotmail make it very easy for their account holders to report a complaint with just the click of a button.

Major ISPs now have a reporting mechanism called a Feedback loop. The member, who doesn’t know you as a sender or does not want your message, simply clicks on the Spam or Junk button, and then the ISP communicates this back to the Email Service Provider (ESP).

An email marketer’s complaint rate needs to remain below 0.1% – that is only 1 complaint per 1,000 messages sent to any single domain. Higher complaints can result in delivery problems.
Reasons for complaints are fairly straightforward:

Message was not requested – Only send to people who have directly requested your mailings

Poor subject line or unfamiliar FROM name – Don’t try to trick someone into reading your email

Irrelevant Content – The user is not interested in what you are sending

Long lag in communication – You haven’t emailed your list in a long time

High email frequency – Sending too many emails in too short a period

4) Your sender reputation as an email marketer has now become a key factor for successful deliverability.
Email filtering is designed to stop the bad emails and let the good ones through. So if you have a reputation for sending legitimate emails, then your emails will get through to the inbox. Reputation is based on two areas: your company and the domains associated with your company, and the IP addresses used to send your emails. Building a good sending reputation takes time, and the only way to build it is by sending only legitimate emails and following these best practices: Send legitimate emails to clean lists and don’t get complaints.

Recipient engagement has a big impact on a sender’s reputation. Engagement is measured by certain actions a message recipient takes that show the ISP whether the message was wanted or not.

Positive engagement:

Recipients are marking the message as ‘not spam’ if it goes to the spam folder

Recipients are opening messages. The ISPs know if any message has been opened.

Recipients are clicking on the links in the message.

Recipients are adding the sender’s ‘from address’ to their contact list.

Negative engagement:

A high percentage of recipients are hitting the spam button to register a complaint.

A high percentage of messages are being deleted without being opened.

A low open rate

Following these tips will give your message a better chance of not only being delivered to the intended audience, but also absorbed by the people with whom you want to connect!

Comments are off for this post

Direct Marketing Services

Jun 04 2023 Published by admin under Uncategorized

When talking about direct marketing services, the product has a very special position, as it constitutes the most substantive element in any marketing offer. A good product is the number one weapon in the marketing man’s arsenal. Almost everything that we come across in our daily life is a product. All of them have some utility behind them; all of them cater to and satisfy the needs of some people. So, in simple terms, we can define a product as a “need satisfying entity.”

Marketing starts with the identification of human needs, and culminates with the satisfaction of these needs. It is by offering something that the marketing man achieves this culmination. And this “offering” is the product. The job of marketing is to make the product and the customer meet. When the product wins over the customer, it marks the consummation of marketing.

A product is not a mere non-living object; it is not a mere assemblage of matter- physical and chemical. Utility alone is not the function of a product. A product means something more than a physical commodity. People associate meanings with products; they derive satisfaction from the non-utility aspects of a product as well. Products have an identity or a personality of their own. The utility aspect of the product is but one component of the product personality.

Features like the brand name, the package, the labeling, and the manufacturer’s name and prestige all go into direct marketing services and play a pivotal part in the personality build-up of the product. And this total personality of the product, or the “total product offering,” is the real tool with which a marketer satisfies a customer. Products are almost always combinations of the tangible and the intangible. To the buyer, a product is a complex cluster of value satisfactions. The generic thing by itself is not the product; it is merely the minimum that is necessary at the outset to give the producer a chance to play the game. It is the playing that gets the results.

Comments are off for this post

Some Effective Ways to Boost Up Traffic to Your Affiliate Marketing Business

Jun 03 2023 Published by admin under Uncategorized

Its a well known fact that any type of business online can not survive if it is not getting substantial amount of traffic and affiliate marketing is the business which is nothing without web traffic. The most difficult part in affiliate marketing is generating. This traffic mainly comes from two sources.

1: Search engines
2: Direct traffic

Now let’s discuss it a bit deeply that how traffic from these two sources comes to your business.

1:Traffic generation from search engine:

More then half of the traffic that you get comes from search engine. Search engine have a system of ranking your website for a particular search term on the basis of your content quality and back links. So it is very important that you totally optimize your content and also get some authority, high PR back links to your website if you want to dominate your niche. Some of the methods that can boost up your traffic and back links in means of direct traffic and search engine traffic are as follows:

1: Article marketing
2: Video marketing
3: Forum marketing
4: Yahoo answers
5: Blog commenting and etc.

Moreover if you want more exposure to your affiliate website then try to social bookmark it with major bookmarking sites like twitter, stumble upon and etc.

2: Direct traffic:

The portion of direct traffic as compared to whole of your traffic is very little, say like 25%. Direct traffic mainly comes from the methods discussed above. Article marketing and video marketing are two important factors in generating direct traffic to your affiliate marketing business. So try to submit as much articles and videos to article directories and video hosting sites as much you can.

Comments are off for this post

How to Create an Effective Mortgage Direct Mail Campaign

Jun 02 2023 Published by admin under Uncategorized

Direct mail is the most effective and cost effective way to generate new mortgage business there is. Marketing as we know it has changed dramatically over the past few years. Homeowners have more resources than ever before, they can research almost any type of mortgage, company, or product online, and within seconds have the information they wanted. This has taken a significant percentage away from conventional forms of marketing. New spamming laws and telemarketing Do Not Call lists (Which over 58 percent of homeowners in the United States are registered on) don’t leave a lot of ways to directly market to homeowners. With these factors in mind direct mail can be the best most cost effective way to reach new mortgage prospects. With direct mail you’d have the potential to reach 100 percent of all homeowners in the United States.

What if I told you I’ve discovered a direct mail piece that generates an amazing 20 to 30 percent response?

I send 75 pieces per week, at a cost of $35 (Including Postage). Of those I’ll typically get 15 to 20 incoming calls. These will generate about 8 to 10 new mini applications per week which is all I need to reach my current closing goals of 5 to 6 closings per month.

Creating the Mailer

It should be obvious that in order to generate this kind of response that the direct mail piece must be an aggressive one. There are two components to my direct mail campaign, both packaged in a single envelope. The first is a letter that simple says, “Please call me at your earliest convenience at (Phone number) regarding the enclosed document,” followed by my name and signature. The second piece is what gets the homeowner’s attention, and is also what helps generate a huge response, a copy of their Deed of Trust.

The Deed of Trust is perceived by most homeowners to be a very private financial document. In reality, of course, it is available through public records at any county clerks office. However, most consumers are not aware of this, so curiosity plays a large role in the effectiveness of this mailer. When they read the letter they realize that someone has a copy of their Deed of Trust, people immediately question who it could be from and what it is regarding, especially because there is no wording regarding solicitation of any kind in the accompanying letter. In fact, I created this mail campaign based on a similar tactic sent to my home, which intrigued me in exactly this way.
You may receive calls from homeowners who are confused or surprised at the prospect of someone (You) having access to their legal documents. Some callers may even be angry or upset by the mailer. Use those calls to explain your position and take the opportunity to inform them about your services. Homeowners in debt may be concerned that this is another letter from their bank, or a warning about foreclosure. Once you reassure them that you’re there to help, you can almost always get an application over the phone. You’d be amazed by the results.
In addition to the county clerk’s office, you can also get the Deeds of Trust from the title company you work with. Not all title companies the resources to get deeds, but call around and you should be able to find one. If not don’t worry, my website http://www.MortgageDirectMail.com contains information on how to get copies of deeds.

Eliciting Response

The contents themselves are not the only reason for this positive response. There are other aspects to why this direct mail campaign is so successful. The envelope and the way the recipients name and address appears also has a huge effect. There is a reason the national response average is less than one percent. People hate junk mail and when they spot it, they tend to disregard the mail before even opening it. Your first goal is to get the homeowner to open the envelope. Sounds simple, but many people don’t think about this, and that is the reason for a lower response rate.
Here are some suggestions for creating an appealing direct mail piece:

Step One
Develop a compelling direct mail piece. Use the one described above, or invent one of your own that will induce a high response. Remember, you don’t necessarily need to mention your services in the mailer. The method that has worked well for me is to simply provide my phone number, and request that they call regarding the document enclosed.

Step Two
Determine which homeowners you’d like to target. Do you mostly work with Conventional, Jumbo, or FHA loans? Do you want to specialize in a particular niche? Next, compile a list of homeowners on which to focus your marketing efforts. You probably already have a similar list in your database. If not, call some of your contacts and title companies, many will produce a complimentary list for you. Or you may want to purchase leads from a reputable company.

Step Three
Now that you’ve got your address list, you must hand address each mail piece you will be sending. This is going to take some time, but the results will be worth it. If you really don’t have the time and you don’t have an assistant, you can recruit your children, hire a temporary assistant, or enlist your friends help.

Taking the time to hand address the envelopes is one of the most important steps, increasing the response rate substantially. This is what gets them to open the mail piece, most junk mail is not hand addressed. Additionally, I have found the effect to be even greater when I don’t use a company envelope of put a return address. You may choose to simply put your name and address, but leave your company name and logo off. Many people are turned off by unsolicited mail of any kind, and this is a way to circumvent that.

Step Four
Use regular postage, not bulk rate. Deliver the marketing pieces to your post office on Saturday morning to ensure your mail will reach homeowners on Monday and Tuesday, with a few arriving on Wednesday. Believe it or not most people who respond to direct mail respond on the first three days of the week. When mailers arrive on Thursday or Friday, consumers tend to put off calling until after the weekend, and then, in most cases, forget to follow up.
That’s it! Four simple steps to a successful mortgage direct mail campaign you can even do from home. By engaging the consumer and piquing their curiosity you will increase your direct mail response rate dramatically.

Oliver Maldonado is a Mortgage Consultant, National Sales Trainer, and Author of The Mortgage Book and The Greatest Sales Book in the World.
[email protected] or www.MortgageDirectMail.com .

Comments are off for this post

How to Improve Your Direct Marketing Campaign

May 27 2023 Published by admin under Uncategorized

There are some simple steps you can take to improve your direct mail campaign. While it’s important to make your marketing collateral appealing, it’s also imperative that you appeal to your customer’s purchasing mindset. Knowing who your customer is and understanding their needs will help you to communicate effectively while making your direct mail campaign a winning success.

If you understand the power of your direct mail campaign, you can use it to tailor our messages to multiple target markets. The benefit of a direct marketing is that it allows you to personalize your advertising campaign in an effort to reach those customers most likely to buy from you. If done correctly, you will likely see a rate of return unlike other marketing types.

1. Your direct mail campaign should have a call to action: Give your customers a call to action by impressing upon the urgency of your offer and providing them with a way to get in touch with you or take immediate action. A reply deadline will do the trick. Make sure you include your contact information, such as your telephone number, email address and/or URL of your website.

2. Give your direct mail campaign some credibility: Testimonials work wonders because people are more likely to believe someone’s words over your own. Testimonials from others seem more objective while yours appear subjective.

In contrast, send your letter with your signature. People prefer to deal with the person in charge. Build and foster your relationship with your customers in all your sales materials.

3. Know your direct mail target audience: You can send out thousands of direct mail pieces and get little or no response if you haven’t clearly defined your target audience. The more you know about your target market, the better your chances will be to sell to them. Know who they are by their demographic, geographical and psychographical characteristics.

Other tips include offering a free gift with purchase or a discount. You can also offer multiple versions of the same product, such as “good,” “better,” or “best” to allow people to make choices. Of course, offering free customer support and a great guarantee helps eliminate a customer’s perception of risk when buying your product or service.

Your direct mail campaign should be more than a one-time deal. Add personalized codes on your pieces to track response rate and to begin to collect data on the type of consumer who responded to your different campaigns so that you can continue to implement the ones that work.

Comments are off for this post

Direct Marketing And You

May 26 2023 Published by admin under Uncategorized

Have you ever wondered how the Internet has made communication easier for businesses and consumers? Well, wonder no more. It is true that the Internet has changed the way we currently do business and revolutionized the approach to marketing. In fact, customers can now purchase items right from the comfort of their home! This article will provide a sneak preview into the world of direct marketing and how its value to the customer. This includes easier distribution and improved business to customer (B2C) relationship. While there still remains a place for retail and wholesale outlets, direct marketing remains a viable option for businesses and customers.

Direct marketing is direct communication between purchaser and selling using a promotional strategy other than one to one selling. This includes activities that directly link producer or intermediaries (wholesalers or retailers) with the customer. Some examples are mail, catalog sales, telemarketing, online marketing and article marketing. The use of the Internet as a shopping option has changed the buying habits of customers. This has given rise to businesses utilizing greater online advertising tactics due to increased customer traffic. The use of online articles with their resource links has allowed customers to access information that assists them in the buying decision process.

The use of the Internet makes distribution easier and cheaper. Website based management information systems allow businesses direct marketing access to customers. In today’s marketplace, small companies can establish a website which attracts customers from all over the globe. E-commerce has made the buying experience more hassle free which encourages more purchasing via the Internet. Imagine that customers can purchase cars from suppliers thousands of miles away and have the cars shipped to them. Door to door delivery has become more prevalent with the option for shipping and handling once the item is purchased. Interestingly, customers can even track items from shipment to delivery.

Opportunities for business to business (B2B) and business to consumer (B2C) transactions are readily available. Customers can visit websites where they have the opportunity of purchasing online and customizing their purchases. For example, customers can choose features they want on their computer and have the customized version shipped to them. Moreover, customers can negotiate and bid online for items of their choice. Article marketing has helped to facilitate this relationship between customer and business through informative articles and invaluable resource links to business websites. The articles are found online and can be accessed while the customer is browsing the Internet.

Undoubtedly, the Internet has facilitated business to consumer relationships. Customers can negotiate with their suppliers online prior to purchase and make online enquiries or complaints about the product. Additionally, distribution is easier and delivery is trackable. This tends to heighten customer satisfaction and usually translates into customer loyalty and retention. This is critical for today’s marketers as direct marketing is heavily focused on meeting and exceeding customer expectations. Admittedly, every system has its disadvantages; however, based on the information provided, it’s now your turn to decide if direct marketing is right for you.

Comments are off for this post

« Newer posts Older posts »