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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
  • CREEPY!

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! 

 1. IT’S ALL ABOUT TRUST!

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. 

 2. THE POWER OF TOUCH!

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! 

 3. GET NOTICED & REACH FURTHER

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!

4. FREEDOM FROM RULES & ALGORITHMS

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!

Sources:

http://www.marketingdonut.co.uk/sales/sales-techniques-and-negotiations/why-8-of-sales-people-get-80-of-the-sales

https://www.brightlocal.com/2015/08/20/92-of-consumers-now-read-online-reviews-for-local-businesses/

https://blog.hubspot.com/insiders/inbound-marketing-stats

https://blog.kissmetrics.com/what-converting-websites-do/

https://blog.hubspot.com/sales/sales-statistics

http://www.adweek.com/brand-marketing/infographic-consumers-know-exactly-how-they-want-be-marketed-167840/

http://nationalmortgageprofessional.com/news/56978/millennials-prefer-direct-mail

https://www.iwco.com/blog/2017/01/20/direct-mail-response-rates-and-2016-dma-report/