Automated Split Testing

Some Marketing Tips from Green Graphics and Printing

June 30th, 2011

Perhaps the single, most important marketing strategy that should be practiced by all small business owners is to make marketing a daily routine. Granted, there may be hundreds of different priorities grasping for your attention at any given moment, but if you neglect marketing on more than just an occasional basis, then you risk losing potential sales, being overtaken by the competition, and placing self-imposed limitations on your income growth. In a challenging economy it’s more important than ever to be known as a company that provides value, dependability, and great service. Without some sort of regular marketing program, your existing and prospective customers may find themselves to be unexpectedly interested in your competitor’s latest offerings — which may have been brought to their attention through a postcard mailing, a trade show exhibit, a blog posting, a phone call, a press release, or a well-written sales letter. (It’s the old “out of sight, out of mind” principle.)

Continually ask questions, re-evaluate what you’re doing, and be flexible. If your website isn’t converting the way it ought to be, try to pinpoint its weaknesses and correct them. The same holds true for print ads that are not generating responses. If the solution doesn’t jump right out at you, ask your associates, acquaintances, neighbors, or spouse what their initial gut reaction is to your latest print ad, website landing page, a marketing postcard, or a radio ad. Instead of asking them what they think of it, ask them the more pointed question of how they think it could be improved (and assure them that you won’t be offended by their constructive criticism). Useful feedback can often come from unexpected sources.

Start a blog related to your area of expertise about solving or preventing problems or making the most out of the products or services you offer. Then, invite your customers and prospective customers to check our your latest blog posts. Blogging will help give you more credibility as an expert, and it will also help keep your name and company in the forefront of your customers’ minds.

Let the media know that you’re an expert in your field and are available as a company or industry spokesperson. Depending on your credentials, as well as your comfort-level with being interviewed by a reporter, you might want to send a brief letter outlining your accomplishments and expertise, and mention that they can feel free to call you if they need comments, quotes, background information, or opinion on a news article or feature story they’re working on. The positive publicity, credibility, and recognition you could potentially get from this kind of coverage can potentially give your business or practice a real boost.

Business cards can either by a waste of paper or an effective bridge between a prospect and their potential as a long-term client. Business cards are an integral element of your company’s branding strategy, and can sometimes make or break you when it comes to getting prospects to take you seriously. A lot of companies skimp on business card design, concept development, and printing; and that lackluster image is conveyed directly to prospective clients. Bottom line is: Your chances of favorably impressing prospects will improve substantially if your business cards are printed on high-quality paper, display a professional-looking logo, and use a font style that’s easy to read and is representative of the nature of your business. Your business cards should also contain either a well thought-out slogan or a short bulletted list that capsulizes your services, your expertise, and your commitment to excellence.

When developing a marketing plan, don’t forget that there is a huge range of marketing ideas you can employ, many of which are free or inexpensive. Marketing ideas and techniques include yellow pages advertising, Pay Per Click advertising on Google and other Internet portals, exhibiting in trade shows, networking at local or regional professional conferences and business groups, direct mail, distributing coupons, sponsoring contests, and of course, traditional media advertising, such as radio, TV, newspaper, and magazine display ads. That’s just the short list of marketing strategies you can pursue as part of a planned marketing campaign, so devise an exhaustive list of possibilities, target your audience, and then plan a campaign based on your budget and your goals.

Create and promote a website: Most small businesses that do not have some sort of Internet presence are losing sales and missing out on a powerful channel for communicating with the public. A website is an even more powerful vehicle for reaching out to your customers if your web address (domain name) is easy to memorize. While ads in the Yellow Pages still have their place in small business marketing, the public is increasingly turning to the Internet to search for products and services they need. I don’t know what the future of the clunky, old-fashioned phone book is going to be, but, for many people, it’s a lot more convenient to go to their Internet browser and type in what they’re shopping for than to lug out the heavy, bulky telephone book (especially if you live in a large city) and leaf through the pages. Another advantage of having a presence on the Web is the fact that you can get people to visit your web site (or even just a web page) by including your web address on your business cards, brochures, direct mail pieces, Yellow pages ads, press releases, newsletters, email correspondence, and any other printed or electronic communication that is distributed to your customers or prospective clients.

Know your competitive advantages: If you haven’t spent some time brainstorming, listing, and writing down what’s called your “Unique Selling Proposition”, “value proposition”, or “competitive advantages”, then you’re not ready to put your best foot forward when giving sales presentations, writing web site content, writing and placing ads, or communicating in any way with your prospective clients or current customers. One of the cornerstones of developing a successful marketing strategy is being able to present a compelling case to people of why they should do business with you and choose you over the competition. Sometimes when small business owners do an analysis of their competitive advantages, they reach the startling conclusion that they don’t have any! When they find themselves at that rather awkward crossroads, they can do one of two things: 1) They can continue offering the same service, pricing, selection, or specials that they’ve been offering, or 2) They can re-evaluate the uniqueness and competitiveness of their offers, services, or customer benefits, and then develop ways to add value to their customers’ experience.

Focus on after sale communication. Don’t drop off your prospects at the door of becoming a client. Once they are on board, your marketing needs to build on the relationship you have and continue to add value. By making this investment, you create a strong base of customers that can support your business for a very long time.

Keep testing. Testing is essential for the success of any marketing campaign. If you’re not continually testing your marketing campaigns, then you’re leaving money on the table. You should test everything from headlines and offers to marketing copy and the timing of campaigns. This can only improve results and generate more sales.

Integrated marketing. Find multiple ways to generate business. To do so, test different forms of media such as print or online. There are endless sources of leads and customers and your job is to find as many as you can that can produce a positive return on investment. This reduces your risk and improve your options.

Get some experience. Nothing can replace your own personal experience. Know what works and what doesn’t by doing the work yourself. Once you have the knowledge, you can share it with your marketing team and rely on others to do the work for your. If you don’t have the real world marketing experience, you won’t be able to get it from a book.

Segmentation above all else. Successful campaigns get that way because marketers know their audience. They understand their needs, how to help fulfill those needs and how to create demand. Knowing and understanding your audience through proper market segmentation means a well targeted campaign that generates a profitable return.

The offer is very important. The offer you make to prospective buyers is one of the most important factors of any marketing piece. Direct marketing studies have proven that the offer accounts for about forty percent of the buying decision. Don’t spend your time in a way that doesn’t give all your time to design or copy without considering your offer first.

Generate split tests. A split test is when you use multiple versions of a marketing piece, measuring the results. This is an effective way to improve overall results of any marketing campaign. This is very important when considering running a marketing campaign for a sustained period of time. Split test for long-term success.

Build a team. No matter how talented you are, building a marketing team is a great way to improve results. As you develop ideas, a marketing team can build on that idea, enhance it, and consider multiple options. Your team should be comprised of a diverse group of people who can add to each others ideas.

If you’re having a hard time generating new business, than focus on making your advertising more memorable. Perhaps it’s time to think about developing a new tagline for your business. A tagline is simple way to sum up the solution your product or service provides and create an impression in the customer’s mind.

Your tagline is a great way to make a lasting impression, quickly communicate what you stand for, and what problem you can solve for consumers. Here are a few tips on creating a powerful tagline for your business.

1. Make a record of taglines you like. Keep your eyes and ears open for a week and write down the taglines you hear that catch your attention. The best way to make sure your own tagline is memorable is to figure out what grabs your attention and why. It will likely affect your customers in the same way.

2. Make a list. Over the course of a few days, have a few brainstorming sessions and write down everything that relates to your business. Remember, when brainstorming, nothing is a bad idea. Write down everything that comes to mind until you have a sizable list. From here, you will be able to narrow your list down into categories to help you direct your tagline. Your goal is to have 3 or 4 main points. Try to keep your final list specific. Generic lines will not get your point across.

3. Keep your tagline short. You want it to be 8-10 words maximum. You might think this would make it easier, but it’s actually harder to express what you want to get across in just a few words. Don’t get discouraged if you have trouble.

4. Come up with a few lines of your own. Use the 3 to 4 main points from your brainstorming list to come up with several options for taglines. Take a little time to think over each. Say them out loud. Try to determine if there are any double meanings you’ve overlooked. It may even be a good idea to get a few opinions from people to see what they think. Ideally, you should ask people who don’t already know what your business does.

Once you have chosen a tagline, be sure to use it everywhere. Include it in your advertising, put it on your business cards, and make sure it is displayed on your site. Because it will be so closely associated with your company it is almost like a second name. It should be displayed everywhere your company’s name shows.

Taglines are a great way to create interest and improve your advertising. Consider evaluating your tagline from time to time. As things change, your business changes, and so should your tagline. Give it a try and jump start your business.

Renee Delgado, Owner of Green Graphics and Printing

http://www.gotgreenprinting.com

Renee Delgado, Owner of Green Graphics and Printinghttp://www.gotgreenprinting.com Green Graphics & Printing was founded by Renee Delgado in 2005 to provide consumers the highest quality eco friendly printed materials at a low cost while limiting waste and harm to the environment.
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Some Marketing Tips from Green Graphics and Printing