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The Internet is Annoying! 4 Reasons Why Print Marketing is a Must!

Posted on October 29, 2019 by Alyssa Yandell in inetUSA’s Symphony of Marketing

I know what you’re thinking! “But…the internet is EVERYTHING!” And you’re right. But that’s precisely the problem.  

In a report from eMarketer, here are some of the words people in the US used when asked their opinion on digital marketing: 

  • Aggressive
  • Intrusive
  • Annoying
  • Untrustworthy

It’s no secret that advertising is a necessary factor associated with viewing free web content. However, are people responding with ads they see online? Are your ads getting the types of reactions and conversions you are seeking? 

Don’t get me wrong – digital marketing is certainly not useless. But today, with technology inundating everything we do, see, think, hear and use – online marketing ought to be seen as a complementary avenue to some more traditional marketing channels – not the end all, be all. That’s ESPECIALLY true for small and medium sized businesses where local & personal impact is priceless to your brand. 

Many companies have dropped more traditional marketing techniques for digital media campaigns, aiming to reach more prospective customers, as well as increasing revenue without having to shell out traditional-media dollars. But when you dig just a bit deeper than the alluring appeal of Facebook’s 1 billion users and low-cost platform – the truth is – it is flawed. It’s is complex. And from the consumers’ mouths themselves…it’s annoying! 

In addition to the public opinion and the growing reality of ‘digital media blindness’ – PublishingXpress.com’s Salmaan Ahmad says “digital marketing is inherently complex – so much so that even the most talented marketing minds scramble to understand the ever-changing digital landscape that continues to leave many businesses wondering if solving a Rubik’s Cube might not be easier.” 

Trying to figure out how these wacky algorithms work either for or against your business is like waking up each day and not knowing what kind of “mood” Facebook’s is in on that particular day.  It’s constantly evolving. This is what makes digital so fascinating and exciting – but also a pain in the…well, you know. 

So, what am I getting at here? To put it simply…embrace the resurgence of print!  

Now, I’m not telling you to nix your entire digital ad spend in favor of print-only marketing.  However, consider the ways you could marry the two channels and use the strengths of both to your advantage. Print campaigns flow beautifully in tandem with digital campaigns! When you really want to drive results, the way to do it is with a multi-channel approach, led by print
Let’s say you send a great direct mail offer that your target consumer hangs onto. You can increase the success of that campaign by reviving that consumer’s interest with an effective follow-up email or digital display ad campaign using a Facebook ‘audience’ or Google AdSense to target the same homes that received your mail piece. If they see the digital ad or email containing similar wording, similar message, colors, graphics, etc., you’re more likely to trigger an unconscious response because suddenly, it will feel familiar! They just saw that mail piece and held it in their hand, probably read it or at least glanced at both sides. It may still be sitting on their kitchen counter or the front seat of their car. Now, your digital dollars are working in-support of your print campaign that your consumers have already engaged with! 
Subscribe to our blog for more tips & ideas on how to run a successful side-by-side campaign – but for now, I’d like to wrap up with some final points – just in case you’re not convinced! 

Four Reasons Print Marketing is a Must! 


Studies show that 56% of customers find print marketing to be the most trustworthy type of marketing. That is a staggering statistic. In addition to this, a whopping 90% of millennials find direct mail to be reliable and 57% have made purchases based on direct mail offers they receive. 

This means that your audience, regardless of target demographic, is more likely to respond positively to a direct mail piece than most other advertisements they might see. 


Mail is tangible. You can hold it in your hand, turn it over, keep it on your desk, bring it with you to a store. You can’t scroll past it, it won’t disappear if you click away, and it doesn’t hide on the side, top, or bottom of a page – it’s the main focus! 

Not only does this give your print pieces a much higher chance to leave a lasting impression via a “tactile experience,” but it allows your recipient to hang onto it and interact with your offer at their leisure. This increases the likelihood that you’ll engage with this person and get a conversion! 


Did you know that according to Google, over half of digital ads are never seen? Yikes. As I mentioned before, while this doesn’t mean digital ads are useless, it does mean that you should be realistic when it comes to marketing spend and expected response rates. 

Print media such as EDDM, newsletters, flyers, brochures and other direct mail pieces consistently perform better than social/digital when it comes to response rate and reach. Statistic after statistic supports the notion that consumers love print! Now, I’m not saying that folks are going to frame your next mail piece and pass it down to their children and their children’s children…that would be weird. But! I am saying that an effective print campaign can absolutely increase your reach and response rates and puts your offer right in their hands, literally!


Digital advertising is becoming more and more policed by the day. You may design the perfect ad, have your marketing team create the perfect graphics & copy, get the post all set up, scheduled and then you wait (sometimes up to 24 hours) and suddenly…BAM! Rejected. Facebook thinks the graphic you chose of that alpaca enjoying ice cream is too suggestive. Huh?! Sometimes the reason is obvious, other times the reason may be elusive and vague. 

Or maybe your ad was approved for posting, but the algorithm gods decide that your caption contains one too many words, and suddenly your ad’s reach is now limited. How rude! 

It’s the nature of the digital beast. Behind these practices are good intentions meant to protect the sanctity of advertising on these platforms, but to say this is a frustrating occurrence is an understatement! 

With print, you don’t have to worry about these things. You’re in control. Of course, we still encourage brands to be tactful and professional in creating their print pieces, but you no longer need to sweat the small stuff or keep up with the constant onslaught of new rules introduced by digital platforms. Let your target audience enjoy that photo of an alpaca eating ice cream in all its glory!

6 Scary Marketing Facts That Will Keep You Up at Night!

Posted on July 27, 2017 by Joy Gendusa in Business2Community

It’s an unfortunate truism:

Many small business owners (I dare say MOST) get very little sleep. Especially at first.

Not only because there’s so much work to do — but because owning a business is stressful! When we finally do get to bed, we tend to lie awake thinking about everything we’re doing, right or wrong,

One of those things is marketing.

Because while it is a VITAL aspect of any successful business plan, it is also easy to spend money and not get the results you need to grow your business!

With that in mind, here are 6 scary statistics that could keep you up at night if you let them — and how to face them head-on so you can market your business effectively.

Scary marketing stat #1: As few as 2% of sales take place on the first contact.

Two percent? That IS scary!

That’s a number you’ll often hear quoted by sales professionals, but I haven’t been able to find evidence myself that it’s actually THAT low.

At my company, for example, we close 6% of customers the first time we talk to them.

Obviously, we could not survive — let alone generate $49 million-plus in annual revenue — with those sales alone. So what happens to the other 94%?

They start seeing our Google follow-up ads and receiving postcards, emails and phone calls from us.

In other words: We follow up with them!

Our close percentage goes up to 13% after about a week, and 25% after a year.

That means that 76% of the leads that my company does close do so after the first contact.

The bottom line?

You have to follow up if you want to get those sales!

Scary marketing stat #2: 92% of consumers believe what they read about you online.

The good news? You have more control over what is being said about your business than you think.

Of course you want to manage your online reputation by responding to negative reviews. But even better:

Make sure your positive reviews far outweigh the bad ones — by putting a system in place whereby your happy customers are automatically asked to review your business!

Send a follow-up email to your customers that includes a link where they can leave a review for your business with one click. The simpler you make it, the more people will oblige!

Think about how you choose a new business: You probably read online reviews, too. I know I do. In fact, I recently chose a walk-in clinic because they had a 4.5-star rating based on 220 Google reviews!

While we’re on the subject of Google…

Scary marketing stat #3: 75% of people never scroll past the first page of search results.

Not everyone can be on the first page of Google. But that doesn’t mean you shouldn’t try.

By now you have almost certainly heard of Search Engine Optimization (SEO).

When you optimize your website for search engines, you help Google understand what your website is about so it ranks you higher in the results when people search for what you offer.

The first step to an SEO-friendly website is to use keywords that your prospects are searching for in key positions, like your URL, page titles, headlines and subheadlines.

If you’re an HVAC business, for example, that might mean words like:

  • Air conditioning
  • Heating systems
  • (Your location) AC repair

You get the idea.

But there’s more to SEO than keyword placement. Other things that affect your ranking are:

  • Your click-through rate (how many people click the link that goes to your site)
  • Dwell time (how long visitors stay once they get there)
  • Backlinks (how many other reputable websites link to your site)

And since Google’s algorithms are constantly changing, you want to make sure your web developer is well-versed in SEO best practices.

But even once you get people to your website, there’s this to consider…

Scary marketing stat #4: 96% of website visitors are NOT ready to buy.

People who visit your business website have some interest in your product or service — obviously. But if they’re not ready to become your customer right then, they leave and go on with their lives…

Then what?

Maybe they will be back to buy — or maybe not. Their interest could fade, or a competitor might be top of mind when they ARE ready to buy.

That’s why it’s so important to have lead capture forms on your website that collect the contact information of those interested prospects!

Your home page (every page on your website, actually) should have a form where visitors can give you their email address in exchange for something of value, such as:

  • An ebook
  • A report
  • A free quote
  • A discount

Once the exchange is made and you have their email address, you can follow up with them (See #1) until they are ready to become your customer!

Speaking of customers…

Scary marketing stat #5: The average business loses 14% of its customers per year.

No matter how wonderful your product or service is, you WILL lose customers every year — whether they move away, pass away or switch to a competitor.

Which is why you need to market constantly to generate new leads!

One of the most effective ways to do that is with a direct mail campaign.

Direct mail postcards are a time-tested marketing tool that is as effective today (if not more so!) than ever. Here are some not-so-scary stats:

  • 79% of consumers say they read or at least scan direct mail ads
  • 54% of consumers prefer direct mail for marketing communications
  • 92% of Millennials (you know, the people who are ALWAYS online) have been influenced to make a purchase because of direct mail

Having said that…

Scary marketing stat #6: Direct mail’s average response rate is just 2.9%.

That means that only about 3 out of every 100 recipients will act on it.

But consider this:

Direct mail has the highest response rate of any marketing channel — by a LOT. Here are the response rates for other channels when targeting raw prospects:

  • Online display ads: 0.9%
  • Social media: 0.6%
  • Paid search: 0.5%
  • Email: 0.3%

So direct mail is the clear winner!

But what’s even more important in marketing than response rate is your return on investment (ROI).

Here’s what I mean:

Say you mailed 10,000 postcards at a cost of $4,000. An “average” campaign would bring in about 290 leads.

If you closed just 100 of those leads and your average sale is $200, you will have generated $20,000. That’s a 400% ROI!

And that’s how a 2.9% response rate can turn into a huge marketing success!

So there you have them: 6 scary marketing facts that could keep you up at night… and how to be sure they don’t!







10 Print Marketing Statistics You Should Know




14 Essential Tips in 2019 for Improving Your Web Design

By: Christine Austin –  Creative Lead, Speaker & CRO expert for IMPACT’s Marketing Team

Within 5 seconds of landing on your website, can your visitors determine what your company does? Could users easily navigate to the blog if they need to? Is the layout of your pricing easy to understand?  Do you have an extremely high bounce rate?

If you’re finding yourself answering ‘no’ to these questions, it might be time to take a hard look at the way you’ve been designing and optimizing your website.

A website can’t simply succeed by excelling in limited aspects (such as solely design or content). It needs to have a design that feeds into your website’s user experience, functionality, and appropriately complements your content.

Your website also needs to clearly communicate with your audience what you do, why you do it, and who you do it for. It’s easy to get caught up with how great you are as a business, that you forget to make sure we are addressing core concerns your audience has first and foremost.

So, what do you need to know to start improving your web design?

To answer that, here are 14 website tips to ensure that you’re going in the right direction in your redesign and are assuring you aren’t turning visitors away.

14 Tips for Improving Your Web Design

1. Have a Plan

Don’t just start designing your website. To ensure that your website is effectively meeting the needs of your visitors you need to map out your buyer’s journey from the first time they visit your website to the moment they become a customer.

What pages are they going to view, what content are they going to read, and what offers are they going to convert on? Understanding this will help you design a site that helps nurture leads through the sales funnel.

You want to design your website for the next step, not the final step. It’s all about answering the right questions in the right order. This might be where context comes into play. Take what you already know about your current customers (or even interview them) and research how they went from a visitor to a customer. Then, use this data to map out your strategy.

2. Remove the Following From Your Website

Certain elements on your website are going to detract from the value and message you’re trying to convey. Complicated animations, content that’s too long, stocky website images are just a few factors on the list.

With an audience that only has an attention span of 8 seconds, you need to create a first impression that easily gets the main points across. This should be done with short, powerful sections of content and applicable photographs/icons that are sectioned off by clear and concise headers.

If you’ve got those right, then review it and make sure it doesn’t contain jargon or ambiguous terminology. It only serves to muddy your content and confuse your users.

Some words to avoid include next generation, flexible, robust, scalable, easy to use, cutting edge, groundbreaking, best-of-breed, mission critical, innovative … those are all words that have over used by hundreds if not thousands of companies and don’t make your content any more appealing.

3. Include Social Share and Follow Buttons

Producing great content and offers only go so far if you aren’t giving your users the opportunity to share what you have.

If your website currently lacks social share buttons, you could be missing out on a lot of social media traffic that’s generated from people already reading your blog!

If this sounds new to you, social sharing buttons are the small buttons that are around the top or bottom of blog posts. They contain icons of different social media website and allow you to share the page directly on the social media channel of your choice.

These buttons act as a non-pushy tool that encourages social sharing from your buyer personas.

If you are looking for some tools to get you on the ground, check out the two free, social sharing tools SumoMe and Shareaholic.

4. Implement Calls-to-Action

Once your visitors land on your site, do they know what to do next? They won’t know what pages to view or actions to take if you don’t provide them with some sort of direction.

Call-to-action buttons are one of the many elements that indicate the next step user should take on a page. While many of us know that, it can be easy to fail to accurately use them to guide users through your website.

It’s easy to spam your website with the most bottom-of-the-funnel (BOFU) call-to-action, without even properly nurturing your users with other calls-to-action that are more top/middle of the funnel.

To recognize whether or not you’re guilty of this, start reading through the pages across your website. Are you finding most pages, even blog articles, with only a call-to-action for a demo/trial/consultation? Then, it’s time to update.

Take the time to add in call-to-actions that give them materials to educate themselves and help solve their pain points. Once they identify your company as one that provides materials that are relieving these, they will feel more comfortable researching your services to see if you can personally make these solutions a reality.

Some example call-to-actions are to click here for more information, download our sample GamePlan, sign up for a webinar, watch the video, see all inbound marketing services, and see pricing. For more information, check out this offer to get you using call-to-actions the right way to generate even more leads.

5. Use the Right Images

Not every image is going to fit with the type of message you’re trying to show your audience.

Fortunately, you have a lot to choose from (even some that are for free). But still, cause caught many of us decide to plague our website with extremely stocky photos.

Just because a stock website has the image, doesn’t mean it looks genuine and will evoke trust in your company. Ideally, you want to use photos that portray images of the real people that work at your company and the office itself.

If real photographs aren’t an option, there are techniques you can use to help pick out the right type of stock photo. This will aid in bringing more realism to your brand and making sure the images match who you are and what your content is explaining.

6. Navigation

When designing your website, navigation is key, it’s essentially the map that displays the core places users can visit.

There’s nothing worse than a site with a disorganized or confusing navigation interface. When improving your website’s navigation, it’s important to ensure that your visitors can easily find what they’re looking for.

Some characteristics of a lean navbar include streamlined content, navigation hierarchy, and responsive design, so the experience doesn’t drastically change on mobile.

If users cannot find what they’re looking for, they have no reason to stay on your site. Instead, they will certainly bounce and find a competitor that offers a better user experience.

7. Let Your Visitors Scroll on Your Homepage

Above the fold is old. Don’t be wary of designing a slightly longer homepage. Including 3-5 sections that help direct new and recurring users to proper areas of your site can help create a seamless experience.

But what should these sections be?

This list could go on forever, but a quick hit-list of some of the more crucial elements includes:

If you want a more expansive list, check out this awesome infographic or one of Ramona Sukhraj’s blog articles revealing other important homepage elements not mentioned here.

8. Don’t be Afraid of White Space

Whitespace is an essential design element that helps you break up the page and increase readability.

Also called ‘negative space’, white space refers to the areas around elements on a page that are empty and lacking content or visual items.

Although extra space may seem superfluous, it’s actually responsible for readability and content prioritization. It also plays an important role in the design process and positioning website design elements.

If you know of some pages lacking white space, review the page and strip elements or content that aren’t necessary to the purpose of the page. Then, make sure this content is properly grouped so users are able to distinguish where they belong on the page. If you need some example of the website doing this well, check out these all-stars to help aid you on your improvements.

9. Mobile Optimization

Don’t forget about optimizing your site for mobile. If you don’t already know, 80% of internet users own a smartphone, and “Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead”.

I’d be a little concerned if I were you.

It’s a necessity to tailor your site to fit the needs and wants of your visitors. You might want to ask yourself, why would someone access my site on mobile? What things would they look for? Does my experience currently allow them to do those things easily?

If your websites lagging on its mobile optimization, check out some of these awesome mobile websites to understand how they have created seamless mobile experiences for their users.

10. Get Found

If you want to develop a substantial online presence, then you need to create a website that can get found.

This starts with developing an SEO strategy that takes into consideration the search terms your buyer personas and audience would search for. This strategy terms should include creating content that’s relevant to the needs of your visitors. Videos, blog articles, and e-books are a few examples of content that can do this.

Make sure you don’t get too sidetracked with the endless content possibilities you could rank for. Identify the proper keywords first that your audience is actually searching for so you aren’t attracting too many visitors who’d never convert to your product, let alone your offers.

11. Never Stop Testing

Evaluating conversion paths, how far users scroll, and where they are clicking, etc, are important qualities that can reveal if your pages are performing the way you intended.

If you’re someone that has tons of pages to go through, chances are you may find this issue on a lot of pages, especially older landing pages. Pages like these may actually be performing quite well, but contain outdated information that you know could be updated. Others may just need some tweaking updates or design changes.Simple changes such as button colors, headers, or adding a few sentences in your copy could make incredible differences in the page’s performance.

But rather than changing them and set them on their way, especially if you don’t know what to change, you can use tools to create A/B tests for them, multi-variant tests, or even set up heat maps to see what users are doing. Each test can reveal more a variety of data that identifies why users are interacting with pages in particular ways.

12. Identify Unknown 404’s or Broken Links

Depending on the size of your website, or how long it’s been around, you may actually have a few pages or links here and there that aren’t working. And on top of all that, your visitors won’t even let you know.

Take the time to evaluate whether or not your site has broken pages. You may be surprised to find previously high performing landing pages that are unpublished or website pages that are improperly linked.

You can find some tools to use here and here to get you started.

13. Create New or Unique Offerings

Converting visitors is the core way you can evaluate how many users are moving down your marketing funnel. Many of us know that the way you typically convert visitors is by presenting offers, demos, or items that they will find attractive.

But with so many resources out on the internet, it’s now more difficult than ever to break through the noise and get people converting on yours.

This means it’s more important than ever to not only pay attention to what offers and resources are out there within your service area, but what isn’t too.

Maybe you’re a social media company who notices many other competitors are making eBooks on how to create a social media calendar. Rather than creating a similar offer, could you take it a step further and create a tool that allows people to enter in some information that helps generate a schedule that syncs to their Google calendar?

If this seems too complicated, you could also try identifying templates that aren’t currently widely available and quickly creating one and promoting it.

Whatever your decision, it’s important to make sure what you are doing is a step above your competitors. Copying content offers that are currently out there will only keep you lost at sea.

14. Update Your Content To Appeal to Your Persona

When you’re writing copy that you want to impress your website visitors with, many of us tend to fall into a dangerous trap.

The content is ‘we’ and ‘our’ focused.

‘We will increase revenue by..”, “Our benefits include…” are just examples of the headers that many uses throughout web pages. Although you may be showcasing the ways your business might help because of how great you and your products are, it’s not going to get the point across.

Strip out the “we’s” and “our’s” and replace them with “you’s” and “your’s”. Your potential customers want you to meet them eye-to-eye, understand the pain points they have, and directly explain how they could be solved.

So rather than a header like ‘Our Case Studies’, try something like ‘Your Potential Success Story’. Or rather than a careers page that focuses how great the company is, filter in some content that explains how applicants futures are important and their ability to define their future working at your business.

This grammatical switch may seem insignificant, but subconsciously it will affect the way customers see your business.