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Make Some Noise With Your Email Campaign | Adobe

Make Some Noise With Your Email Campaign | Adobe | marketing tips | Scoop.it
When it comes to running a successful email campaign, less is more. Less hollow correspondence, more tailored content. Less email blasting, more contextual engagement in every message. When you focus less on the amount of emails you’re churning out and more on the effectiveness of every single email you send, you can rest assured that when it’s time to click the send button during your next email campaign, every one of your customers will hear you loud and clear.
mcgrawmarketing's insight:

A really good post - and the 3 points can be put to use in all communications regardless of channel.  Quality over quantity.  Deliver unique value.  Sometimes the soft sell is better than pushing the Buy Now message.

 

Which raises the question...do you test so you can see if these points really work for you?  Do you have a group that gets a higher frequency of communications than another group?  Do you have a group that receives softer sell than harder sell (testing messages and offers)?

 

If so, what are you learning?  Please share!

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Blogger Communication and Response | Social Media Today

Blogger Communication and Response | Social Media Today | marketing tips | Scoop.it
I typically don't answer 98% of the cold emails I receive. Sure, I might have actually made up that statistic, but there’s really no denying the fact that I hit delete, spam, or simply choose to ignore the vast majority of emails that I receive. Why is that?
mcgrawmarketing's insight:

Rewrite the title to read "The Importance of a Clear, Concise Call to Action".  To learn how a clear, concise call to action can increase your response rates, contact me at pat@mcgrawmarketing.com 

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Facts Tell, Stories Sell – The Importance of Story Before Marketing

Facts Tell, Stories Sell – The Importance of Story Before Marketing | marketing tips | Scoop.it
Recently my sister in-law, Melanie, shared with me the success of her initial ventures into a new business selling a collection of handmade dolls, stuffed
mcgrawmarketing's insight:

When I was younger, Lands' End catalogs had great stories in them that told you all about how the product was made, by whom etc.  At the end, you weren't buying any sweater, you were buying a bit of history from someone that you admired.

 

It's easy to focus on the the facts, it's difficult to present them in a way that is unique, relevant, motivational...

 

But you should try to be unique, relevant and motivational.  Tell a story but please, I beg, don't make it into a story like my Uncle Bob tells.  You know, the one that goes on and on and on...only to end with you asking "So what's the point?"

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Effective Approach to Marketing | Social Media Today

Effective Approach to Marketing | Social Media Today | marketing tips | Scoop.it
The most effective approach to marketing isn’t advertising, or PR, or SEO, content marketing, inbound marketing, influencer marketing, email marketing, social media marketing or any (blank) marketing.
mcgrawmarketing's insight:

Marketing, great marketing, has and will always be about the customer.  Know them.  Understand them.  Talk with them.  Provide them with fast, easy access to relevant and accurate information.  Help them find unique, valuable solutions to their needs and wants.

Crappy marketing has been and will always be about pushing whatever crappy offering you have onto the unsuspecting populace.  That's why I, like the author, struggle with a marketer that is channel focused and not customer focused.  And it's why I struggle with tactics that are focused on pushing an offering on the buyer - beating them into submission, if you will.

 

What do you think?   Focus on providing the customer a unique, valuable solution?  Or focus on pushing whatever you have to push until you have nothing left to push?

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A Response is Marketing

A Response is Marketing | marketing tips | Scoop.it
Have you ever pushed a crosswalk button a thousand times because you're in a hurry and you're concerned it "didn't take?" Today, in Toronto, I pushed a button and it lit up to tell me, "Hey, yes yo...
mcgrawmarketing's insight:

Effective communication has always been about providing others with fast, easy access to relevant and accurate information in a timely manner and appropriate tone. We just tend to overlook some opportunities where that might be appreciated - like the crosswalk button.

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Social Media Consumers and Marketers Grow Apart

Social Media Consumers and Marketers Grow Apart | marketing tips | Scoop.it
The majority of marketing studies tend to focus on either the consumer or producer side of the equation, essentially only telling half of the story.
mcgrawmarketing's insight:

A very interesting and honest article/report that addresses some important topics.  

 

Personalization is nice but relevancy is more important - so if you know my name, know what message is relevant to me.  Saying my name and offering up content that isn't relevant is not effective.

 

Or, as the author writes:

 

"Data such as this suggests there is an unwritten “digital” contract emerging between the savvy tech consumer and the beleaguered marketer, wherein the former is saying, “ok, I’ll let you collect my data if it helps you create a more relevant online experience for me.” On this count, many businesses and marketers are falling flat."


So what are you doing to make the message more relevant?

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Your Elevator Pitch Stinks. Here's How to Fix It

Your Elevator Pitch Stinks. Here's How to Fix It | marketing tips | Scoop.it
The old, boring elevator speech is dead. Finally. Use these four tips to create a pitch that doesn't sound like an outdated sales speech.
mcgrawmarketing's insight:

Note from Pat: I help businesses attract and retain profitable clients.

 

That's my 30-second elevator speech...with time to spare.  I learned a long time ago that the most effective messages are benefit rich rather than feature filled.  And when a business owner or a member of the leadership team of a growth-oriented business hears my elevator speech, they always stop, turn and ask "Really?  How?"

 

Then, I mention that "By helping them focus on providing the right audience with the right message and offers at the right time via the right channel in order to generate the right response.  You see, too often, businesses forget that it's about the customer and they start pushing the wrong messages at the wrong time through the wrong channels...and that creates waste, missed opportunity, higher costs and lower profits."

 

"I help them put their focus where it needs to be ... and results have included double digit increases in conversion, retention and referral rates.  That means a lower cost per sale, higher order frequency...and higher profits."

 

What do you think...would that be an interesting elevator ride for you?

 

 

 

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The Best Birthday Promotional Email Ever …

The Best Birthday Promotional Email Ever … | marketing tips | Scoop.it

Today is my birthday, and in between taking some time off – I can’t help noticing which brands happen to send me emails today (of the many who have my birthdate on file).  The one from California Tortilla was easily the best of the group, so I thought I’d share it here (see below) – along with five reasons it was so good …

mcgrawmarketing's insight:

Note from Pat: You hear me go on and on about focusing on providing the right audience with the right message at the right time through the right channel in order to motivate the right response...and here's a great example.

 

Audience: Customers with an upcoming birthday

Message: Happy birthday offer of free buritto

Time: offer is sent near birthday and expires so that there is relevancy and urgency

Channel: email because the customer asked you to send them emails

 

(I might test email vs. direct mail because I sign up for a lot of email updates but because my Inbox is overflowing and SPAM filters seem to have a mind of their own...)

 

So, what do you think?  California Tortilla on to something here - something you might be able to try at your business?

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4 Reasons Customers Won't Trust You

4 Reasons Customers Won't Trust You | marketing tips | Scoop.it
These four common (but easily-correctable) errors tell your customers you can't be trusted.
mcgrawmarketing's insight:

Note from Pat: Sometimes it's best to put aside the 'sales and marketing best practices' and just be open, honest, clear and concise.

 

You know, transparent.  Real.

 

As I kick off my 2013 search for new opportunities (project-based, contract, or full-time), I am going to be following Reason #1.  Sure, I could start off with the traditional 'problem-solution' approach but, you know what, I am going to respect your time and just come out and say it...

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The Key to a Winning Sales Message

The Key to a Winning Sales Message | marketing tips | Scoop.it
Sales messages must show, rather than tell, why customers should buy.
mcgrawmarketing's insight:

Note from Pat: Some fantastic Copywriting 101 examples here...what do you think about the $1 million savings copy?

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How Killer 'Thank You' Pages Increase Lead Generation - Business 2 Community

How Killer 'Thank You' Pages Increase Lead Generation - Business 2 Community | marketing tips | Scoop.it
How Killer 'Thank You' Pages Increase Lead GenerationBusiness 2 CommunityThis is your opportunity to provide your new lead with a quick “thank you” for filling out the form and continue the conversation.
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How Not to Market Your Business

How Not to Market Your Business | marketing tips | Scoop.it

Note from Pat: We all get emails like this one - and beyond annoyance of SPAM, we all need to remember it was created by someone in marketing that SHOULD NOT BE IN MARKETING.

 

If you have concerns about the effectiveness of your company's sales and marketing efforts, remember that I offer a free evaluation. If you don't want to talk to me - talk to someone! (Maybe a few prospects and customers?!)  You already get their indirect feedback through response rates - now get some direct feedback through conversations.

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Marketing to the Rationally Irrational

Marketing to the Rationally Irrational | marketing tips | Scoop.it
Pointing out how irrational consumers can be is in vogue.

 

Note from Pat: Part of understanding your audience is understanding what motivates them then using that to develp a contact strategy, messaging, offers...it's tough work, but somebody has to do it.

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5 Reasons Why Your Message May Not Matter to Your Market

5 Reasons Why Your Message May Not Matter to Your Market | marketing tips | Scoop.it
There are lots of reasons why B2B software and technology companies struggle to get their message heard. The root cause is ineffective positioning, and it raises its ugly head in many ways. Here ar...
mcgrawmarketing's insight:

No unique, relevant benefits.  Too many benefits.  Inconsistent delivery - failure to repeat so that it really clicks with the audience.

 

Are good refresher for your messaging strategy.  What you need to say in order to cut through the clutter and help your audience get a clear understanding of the value you offer.

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5 Easy Steps to Make Your Customer Communications 20 to 30% More Influential - Silver Bullet Group

5 Easy Steps to Make Your Customer Communications 20 to 30% More Influential - Silver Bullet Group | marketing tips | Scoop.it
(Enhanced Rule 25 in 42 Rules of Product Marketing)By Michael Cannon We have all seen the research reports from IDG, AMA, etc. that say less than 50% of our customer communications, content and sales conversations, are not relevant to their needs, and … Continue reading →
mcgrawmarketing's insight:

Very good post that focuses on very real, practical issues.  We sometimes get so caught up in the campaign at large that we forget to focus on the campaign at the audience level...specifically at the segment/persona level.  And that creates content, messages and offers that are more relevant and valuable to some...and way off base for others.

 

Do you have a process in place that helps you stay focused on the segments/personas rather than the audience at the 60,000 foot level?

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Whats the Story Sales and Marketing

Whats the Story Sales and Marketing | marketing tips | Scoop.it
How the two departments can cowrite valuable insight for buyers.
mcgrawmarketing's insight:

Talking with sales is a great place to get content...how to's, what to look for in a solution, checklist on how to compare products etc. And so is your customer base.

 

But the key to great content strategy is know when to use what you have, with the right segment of your audience and at the right time in their buying process. That insight can also come from sales and the customer base...as well as testing.

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A Welcome Gift

A Welcome Gift | marketing tips | Scoop.it
Retargeting emails that include a discount trains customers to always expect one.
mcgrawmarketing's insight:

As you prepare for the end of year rush, trying to pull in all those sales sitting on the table....take 3 minutes and read paragraphs 2-4.

 

Now, how will your pricing strategy be impacted over the last 50-days of the year?  (Keep your pricing where it's at...and use the time to remind the buyer about the benefits they are missing out on...and what that is costing them.)

 

What do you think?  Focus on the unique benefits they will enjoy?  Or drop your prices and train them to wait for a lower price?

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Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle | marketing tips | Scoop.it
Content marketing can map to the 5 phases of audience persona, buyer persona, and persona buying cycle.
mcgrawmarketing's insight:

A great read for organizations targeting businesses - what to say (messaging and offers), when to say (stage), how to say it (channel).

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Dull, Irrelevant Content Hampering B2B Lead Gen Success

Dull, Irrelevant Content Hampering B2B Lead Gen Success | marketing tips | Scoop.it
Sales - Only one in five B2B marketing and sales professionals (20%) say their demand generation campaigns are fully effective, whereas 80% say they are ineffective to semi-ineffective, according to a survey ...
mcgrawmarketing's insight:

This was originally posted back in Summer 2012 but it's still true (IMHO).  The reasons varies - or, to be more accurate, there are several reasons that this happens.

 

How do you cure this?

 

Sales and marketing need to do a better job of working together so that a shared vision, strategy and operational plans joins them together, better leverages 

 

Next, invest in understanding your audinece beyond basic demographics/firmographics.  What is the buying process?  What are the motivations for buying?  What are their greatest concerns?  What are their perceptions and expectations?  Where do they go to gather information that influences the buying process?  

 

Third, which is one that always surprises me when it comes up, is your messaging needs to be all about the customer's pain and what's in it for them - benefit rich.  It's just a waste of time, money, energy to push out feature rich content that fails to cut through the clutter, capture your audience's attention and engage them in a conversation.

 

What's your reaction to this?  How have you been able to bring sales and marketing together?  Share some examples of benefit-rich content that has worked for you!

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Increasing Sales by Answering Customers’ Questions

Increasing Sales by Answering Customers’ Questions | marketing tips | Scoop.it
An installer of fiberglass pools uses an unconventional marketing approach to save his company and start a new venture.
mcgrawmarketing's insight:

Note from Pat: "Revolutionary" as in "a secret as old as time."  

 

The right message to the right audience through the right channel at the right time in order to motivate the right response.

 

My problem with this article is that it ignores the importance of answering customer questions in other channels...I have no doubt that the online content worked...but imagine the impact if the sales team took the same approach.  Or if the print ads, collateral, direct mail, telemarketing, events....

 

You get the point.  What do you think?  Blog posts gonna rock your business or do you think it makes better sense to answer your customers questions across all communication channels?

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Ten Marketing Rules From Super Bowl Ads

Ten Marketing Rules From Super Bowl Ads | marketing tips | Scoop.it
Most small companies don't run campaigns on TV, let alone during the big game. They should still tune in to learn from the best
mcgrawmarketing's insight:

Note from Pat: With the hometown Ravens making it to the Super Bowl last night...this one caught my eye.  And before any of you "Online Only" advocates start rolling your eyes and coming back with "Traditional push marketing is dead", please remember GoDaddy.

 

The Rules cited in this article work for all promotional efforts...online and offline, broadcast advertising to web videos for your Youtube channel.

 

Focus on the strategy.  Be relevant.  Show, don't tell.

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Heavy Hitter Sales Blog: Plan a Winning Sales Call Strategy

Heavy Hitter Sales Blog: Plan a Winning Sales Call Strategy | marketing tips | Scoop.it
Harvard Business Review is arguably the most prestigious publication for business leaders and management thinkers. Here’s one of my recent Harvard Business Review articles on creating a winning sales call strategy.
mcgrawmarketing's insight:

Note from Pat: A great read - it gives you a good foundation of options, strategies...and that helps you plan your best course of action while know what options exist in case you need to change.

 

Do you have sales call strategy?  Or do you just wing it and hope for the best?

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How To Make Your Business Standout - Big Red Tomato Company

How To Make Your Business Standout - Big Red Tomato Company | marketing tips | Scoop.it
In today's crowded market place you need to make your business standout and be heard, so that your prospective customers spend money with you and not your competition.

Note from Pat: Focus on what benefits your audience - they buy benefits, not features.  With the author's real estate agency example, the larger audience might be motivated by your ability to sell quickly and at/above asking price.  

 

Focusing on "Look at me...I'm honest" might generate some interest...if honest real estate agents are an issue with your audience.  For for most sellers/buyers, they assume you are honest - so let's move on to something more important to me.

 

Look at my own business - many of my competitors will focus on what they do which leaves it in the buyers court to figure out if they need it and if it will benefit them.  Others will focus on what their work has accomplished for others leaving it up to buyers to figure out if that's good or not for their own situation.  For my audience, they want to limit risks and maximize ROI so I focus on  my 100% satisfaction guarantee and ways ROI can be maximized.

 

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Making Assumptions About The Buyer's Journey - Marketing Interactions

Making Assumptions About The Buyer's Journey - Marketing Interactions | marketing tips | Scoop.it
I'd like to take pause to question how marketers are using the term "buyer's journey." This also applies to buying process, buying cycle, sales cycle, etc.

Note from Pat: Great post that reminds us all about the stages everyone one of our customers go through along the path to making a purchase.  Know them...use them to your advantage by  creating a process to identify the stages and responding appropriately.

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4 Simple Online Strategies to Keep your Website Visitors Coming Back | SpunkeBusiness - Complete Online Marketing Solutions for Your Business

4 Simple Online Strategies to Keep your Website Visitors Coming Back | SpunkeBusiness - Complete Online Marketing Solutions for Your Business | marketing tips | Scoop.it
If you want a website that visitors remember, value and keep returning to, you must keep giving them reasons to come back.

 

Note from Pat: First, it's not about 'online strategies' - it's about an integrated marketing strategy that consistently communicates the right messages to the right people at the right time through the right channels in order to get the right response.

 

And that's that.  Make the content easy to access and your organization becomes known as helpful, easy to work with, and a great source for answers and solutions.

 

You want your COMPANY known for that...not just your website.

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