Now Is the Time to Be Marketing!

We’ve all done it. Summer slowdown arrives, and we join in. But perhaps when you consider the marketing benefits that summertime offers, you may want to reconsider. At the very least, you may want to maintain a steady marketing course and ease back on some of your other efforts.

  • Companies cutting back on their marketing in the summer are simply choosing to ignore their customers. This opens the door for competitors to get noticed. There is a wealth of client retention statistics to support this.
  • The Internet is up 24/7 and is practically everywhere. Customers still seek and see content. Don’t let your branding efforts take a step back just because it’s summer. The same goes for SEO. With algorithms constantly being updated, the consistent sharing of fresh content will pay big SEO dividends.
  • Take the tortoise and the hare approach. Client retention and acquisition as well as branding efforts require consistent engagement with your target audience. It’s all about creating multiple touchpoints.
  • Consumers are capable of recalling 3-5 brands per category. With companies cutting back, it makes it much easier for you to push out one of those brands and replace it with your own.
  • Science supports summertime marketing efforts. “More sun means more endorphins, which, aside from boosting spirits, also helps the brain remember more information.” [1]
  • Position your brand as the consistent thought leader. Paramount to fostering trust is consistency. “Sporadic posts on social media or your business blog will go ignored since consumers have no reason to follow sporadic content.”[2] The same can be said for your outbound marketing efforts such as print and email. Consistent delivery of quality content will absolutely set you apart from your competition.

Looking for an easy, effective, and inexpensive solution for your content marketing needs? We have been providing printers and mailers with customizable and area-exclusive solutions for 20 years. Our content will set you apart. www.greatreachinc.com

Inspiration and quotes [1, 2] taken from this great article:
https://contentequalsmoney.com/7-reasons-why-summer-is-the-best-time-to-invest-in-content-marketing/

Effective Content Marketing Grows Print Sales

At the end of the day, it’s all about trust. Most often, people will give the job to the company they feel has the greatest amount of competency and then come up with ways to justify not giving it to someone else.

The most effective way to influence your brand is to produce content that reflects your expertise. This means content that is better, more relevant and more sophisticated than any of your competitors.  Use this content for both inbound and outbound marketing efforts.

Your website content is critical but so is the need to utilize print to ensure you touch all of your customers and prospects at least every 90 days. Supplement both of these efforts with email and social media content. Try and produce at least 2 webinars per year. High quality content gives your company an edge over your competitors. It’s critical that printers support their sales staff with effective content marketing strategies.

Below are some stats regarding content marketing.

  • B2B companies that blog generate 67% more leads per month than those who don’t. (Social Media B2B)
  • 82% of consumers like reading content from brands when it’s relevant. (The CMA)
  • 62% of companies outsource their content marketing. (Mashable)
  • 79% of B2B marketers use content marketing to achieve brand awareness goals. (Content Marketing Institute and Marketing Profs)
  • Blogs give websites 97% more indexed links. (Content+)
  • 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.

Summertime is a great time to get noticed and impact your brand’s perception. If you need help, we can assist you with all of these efforts at a fraction of the cost of producing in-house. If you would like a no obligation consultation, please reach out to me at pat@greatreachinc.com.

Growing Your Business From the Inside Out

That’s my way of suggesting that print providers focus more on retaining existing customers before looking for the latest and greatest way to acquire new ones.

Here are some stats to consider. I’ve added my thoughts after each one:

80% of companies believe they deliver a superior customer experience but only 8% of their customers agree. (1)

Great customer service requires a customer centric culture. It’s not easy to accomplish but it’s not impossible either.

68% of customers leave because they perceive you are indifferent to them. (2)

Everyone seeks recognition. Do your customers hear from your competitors more often than they hear from you?

50% of people appreciate the convenience of electronic interaction over face-to-face. (3)

How accessible are your email addresses from your website? Do you maintain contact with customers via social media? Are you present in their inbox with timely and relevant communications?

A 5% improvement in customer retention can increase business profits by 25 to 125%. (4)

Imagine how much more business you’d have today if you had retained just 5% more of your customers annually over the last four years!

The easiest way to lose a customer is to lose touch with them. Even a dissatisfied customer can be retained with proper engagement. Sales and retention are similar in that they both rely on strengthening relationships and fostering trust and credibility. The key is to continually engage and communicate.

(1) Bain & Company from Harvard Management Update
(2) http://www.retentionofcustomers.com/Customer_Retention_Ideas_Report_DC_Version.htm
(3) http://www.emarketer.com/Article.aspx?R=1007395
(4) Gartner Group and “Leading on the Edge of Chaos”

Differentiate and Prosper!

Patrick Whelan - pat@greatreachinc.comAt a time when competitive advantage can be elusive, brand differentiation should be the primary goal for printers, mailers and marketers. Many companies, however, miss the mark in their attempts:

  • Replicating what your competitors are doing is not differentiating. A quick look at your website and marketing collateral may confirm this.
  • Pushing sales people to be order closers is the wrong strategy. Being a great listener and having the ability to communicate are the most important sales skills.
  • Emphasizing a product rather than a solution is misdirecting your effort. Engage customers about their business and its challenges. Stay focused on their needs, rather than simply selling your products.
  • Promoting your company with generic pitches can be worse than doing nothing. Begin a conversation and keep it going with highly relevant marketing content.

These tips will help keep the focus on differentiating your brand and ultimately drive sales. If you’d like to learn more, feel free to contact me anytime.