Customer Data Collection
From basic information like names and addresses to advanced data like demographics, Customer Data Collection can help you plan and make smarter, more targeted marketing decisions.
- Benefits: align your marketing plan to the interests of your customers, improve your current marketing plan to be more effective, determine which channels to market to for the best results, and allow your marketing strategy to evolve.
- Start Here: gather customer data every time they interact with your company—via phone, online chat with customer service, in-store with a salesperson, online survey or contest, an e-mail sign up sheet, POS information collecting, online discount codes.
- 65% of customers were happy to share their information in exchange for more targeted marketing. (“Data Is Key To Building Trust With Customers,” Ernst & Young, June 16, 2015)
Company Collateral includes all of the practical, promotional, and sales materials that reflect a company’s branding and personality.
- Examples: Business Cards, Corporate Identity Brochure, Sell Sheets, Custom Greeting/Holiday Cards, Truck Wraps, Folders, Customer Testimonials.
- 72% of people judge a company based on the quality of their business cards.
Effective Logo Design
The identity of your brand often starts with your logo. An effective logo is clear and easy to understand. The first impression helps a potential customer determine if a brand aligns with their core values.
- Tips: don’t be too generic in your logo design and make sure the typography reflects who you are as a company (like whimsical, fun, futuristic, or fresh). Choose colors and an overall look while keeping in mind how the logo will be used.
Content Marketing is a way to appeal to customers and stimulate interest through various channels like social media posts, blogs, emails, print media, or videos. Your content should contain clear messaging that aligns with your brand.
- Tip: videos are the most shared type of post, and with smartphones anyone can be a videographer.
- Example: How KFC Learned To Take Marketing Risks And Regain Relevance
Responsive Websites adapt to the screen they are being viewed on—from desktop to tablet to mobile, they remain user-friendly to browse.
- Why Is This Important? In 2015, Google began using mobile friendliness as a ranking signal in search results. More recently, Google has gone a step further and has been implementing mobile-first indexing strategies: mobile-first indexing bases ranking and indexing from the mobile version of a site, as opposed to the desktop version.
In addition to harnessing the Power of Print, Product Catalogs allow you to enhance the customer experience and build your brand through segmented and/or targeted content, and with value-added information like tips or testimonials. Digital flipbooks combine the best of both worlds with the option to add interactive content.
- In a multi-channel world, 57% of consumers prefer printed catalogs over digital/electronic catalogs. (“The Mail Moment”, USPS, 2005)
Using data-driven technology like automation and features like interactivity, Email Marketing is one of the most effective and powerful ways of connecting with your customers. Generic emails addressing the masses are a thing of the past; in today’s market customizable and evolving messages are the tools businesses choose to drive sales and maintain engagement.
- Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. (2013 Lead Generation Marketing Effectiveness Study, Lenskold and Pedowitz Groups)
- For ten years in a row, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI. Also, segmented and targeted emails generate 58% of all revenue from emails. (National client email report, 2015, DMA)
Direct Mail encompasses flyers, postcards and catalogs—anything tangible that is sent to a customer directly through the mail. In this digital age, it’s easy to forget the basics…and it is also a mistake to ignore their power. You risk missing the chance to stand out from competitors among all the over-cluttered digital noise.
- 9 Reasons Why Direct Mail Helps You Win Customers.
- Direct mail still pulls a higher response rate than any digital direct marketing medium. Its response rate ranges from about five to nine times greater than that of email, paid search, or social media. (ANA/DMA Response Rate Report 2018)
- 47% of millennials look forward to checking their mailbox each day
For any brand, quality Social Media media content is an important tool that allows you to do much more than engage with your audience. A consistent, organic strategy is a valuable opportunity to build credibility by sharing knowledge and insights related to your field. Social Media advertising also gives businesses a way to both streamline and drive lead generation.
- Tip: LinkedIn, Twitter, and YouTube are the most effective B2B platforms.
- On Harnessing the Impact of Influencers: “When new steakhouse Boston Chops designed its layout, it included an Instagrammers table. The table, which cost $10,000 to build and outfit, includes customizable features that are controlled by the guests via an app, including movable arm lights, and adjustable light intensities and color temperature settings. The Boston restaurant also features other spaces designed to be social media-friendly.“
Sales Flyers are a great way to keep your name in front of your customer, and provide a chance to drive sales with special pricing, deals or giveaways. Segmenting flyer content into specially curated collections can help build your brand and inspire customers.
Get the Most Out of Your Sales Flyer:
- Direct Mail
- Ship a copy with orders
- Hand out in showrooms
- Share a digital flipbook version
Search Engine Marketing & Optimization (SEM & SEO)
The primary source of traffic to web pages comes from organic searches in search engines. Using Search Engine Marketing is a way to get your website to rank higher in these searches, whether you are using free (SEO) or paid (pay per click; PPC) methods.
Lead Generation refers to the process of identifying and gathering prospective clients and converting them into leads for your business. It is part of an inbound marketing strategy.
Who doesn’t like to save money? In addition to making your customers happy, promotions or coupons can be used to track success on direct mail pieces or to drive traffic to your website.
- 68% of customers say coupons generate loyalty. (Predictions 2018: Customer Obsessed, Data-Driven Retailers Thrive, November 2017, Forrester for Retail Me Not)
- 38% of shoppers bought more than they would have otherwise because of a coupon. (Inmar Shopper Behavior Study, 2018)
Apps provide a way for customers to immerse themselves in your brand. They are a space to promote your products, maintain customer interest and make your business stand out. You can also track customers with analytics, and use customer feedback to make changes and improvements to the customer experience provided within the app.
- Mobile can fast-track time to purchase by 20% through facilitating efficiency in decision-making and enhanced team collaboration, particularly with more complex purchases. (“Mobile Marketing and the New B2B Buyer”, The Boston Consulting Group in partnership with Google, Oct. 2017)
Events are important to your success as a company. They provide lead generation, are a way for clients to interact with your products and services, and can be a great source of user-generated social media content.
- 98% of consumers create digital or social content at events and experiences, and 100% share that content. (Experiential Marketing Content Benchmarking Report, EventTrack, 2016)
- 72% of consumers say friends’ posts about branded experiences makes them more likely to purchase the brand. (Experiential Marketing Content Benchmarking Report, EventTrack, 2017)
The potential applications for video content are limitless. Video content can be shared and accessed across channels: eblasts, flipbooks, website, social media and mobile apps. From tutorials and demonstrations to entertaining, on-brand content, videos are one of the easiest and most effective methods of marketing your company.
- 83% of marketers say video gives them a good ROI (up from 78% in 2018).
- 91% of video marketers consider video an important part of their marketing strategy. That’s an increase from 82% in 2017 and 85% in 2018.
- 96% of people say they’ve watched an explainer video to learn more about a product or service.
- 68% of people say they’d most prefer to learn about a new product or service by watching a short video. (The State of Video Marketing 2019, Wyzowl.com)