Tone. It’s not just the sound you hear. In marketing, it’s the tone of voice, your point of view in your marketing collateral. It makes a big difference when you’re trying to connect with your market. Your tone can increase or decrease your sales. It can generate leads or leave your ROI in the negative. Finding that tone is just as important as knowing your audience. Actually, knowing what your audience prefers is part of that consumer profile we told you about. It’s important that your consumers can relate to you. One way they can do that is with tone.
For the majority of SMBs dealing with B2C, consumers prefer humor. Don’t try to tell a joke in your email or direct marketing pieces. Instead, find scenarios your consumers would find funny and somehow connect that idea to your services if it’s appropriate. Know your consumer’s core needs and try to find humor in those areas.
- For lawyers, it could be a humorous interpretation of the the other side -mocking them for trying to take advantage of your services.
- Doctors can play on beating illness with patients laughing
Most consumers want to feel like they can have a conversation with you. They want to know that you value them as a loyal customer. You can communicate that level of security with a conversational tone. Create messages using words like “you” and “we.”
It’s really important that your company develops a consistent tone in all your marketing efforts. Use the same tone you use online in your direct marketing strategy. This will boost brand recognition. Don’t be afraid to use the same language and phrasing in both online and direct marketing collateral.
There is one word that everyone loves. If someone tells you they don’t like this word, they aren’t being honest. The word is FREE. Giveaways help companies attract consumers by allowing them to sample your products and services.
Consumers are tighter with their dollar, but they still have high expectations. You are competing against a larger pool of companies offering the same products and services. Chances are, your competition is already offering something for free. Those companies are generating leads and most likely converting those leads into sales.
Every time you do a giveaway, you are collecting contact information. That information should go into a database. With that, you can create messaging and marketing material to generate sales from those leads.
Giveaways can include:
- Sample product
- Promotional material
- Services (minor services that won’t hurt your bottom line)
You don’t want to give away your most costly product or service. Look at your profit margin and pick something that doesn’t cost you too much to produce or complete.
Consultations are popular. Clients don’t want to hire someone and pay for a consult and then get the product or service. They want to know what you’re going to do before they hire you.
Ebooks are also in demand. People want information. They want to know that you are in fact an expert in your field and if your products or services are actually a good fit.
Once you’ve decided on a giveaway, get the word out with your direct marketing strategy, online marketing messaging, and word of mouth.
Last week, Google fulfilled a promise they made earlier. In that video, Matt Cutts warned that Google was going to release a Penguin update, Penguin 2.0.
Google released Penguin 2.0 on May 22, 2013. Some websites may see a decrease in traffic if they participate in black hat practices. Keyword stuffing, misleading advertising, and violating Google’s quality standards may trigger penalties from Google.
Google’s Penguin 2.0 is the perfect reminder to not solely rely on the web to generate sales. Lawyers, doctors, and brick and mortars need integrated marketing strategies. Don’t forget direct marketing. No, it’s not dead. If anything, combined with online marketing, companies can generate even more leads than they have in the past. How? Start by downloading the 20 Tips to Success. Understanding your brand, your consumer, and generating a marketing plan that translates to online and offline strategies will create a unified brand experience. If someone sees your direct marketing piece, they’ll most likely go online and research your company before converting. You want to convey the same messages online and offline so your consumer remembers to convert.
So just because Google released Penguin 2.0 and you saw a dip in traffic doesn’t mean you still can’t generate leads. You just have to use both online and offline marketing strategies.
So many companies fail to generate leads and wonder why what they’re doing isn’t working. We’ve talked about knowing your consumer. We’ve also talked about calls to action. Now let’s talk about your marketing plan.
Since your ultimate goal is to generate sales leads and sales, your marketing plan should work to make that happen. The problem is that companies blindly do things because they “hear” something works. We copy other company’s marketing plan and hope it works. Someone in your network tried “A” and it increased their sales so you try it. You hear about a new trend so you try that too.
Not every marketing strategy will work for you like it does for others. You need to generate a custom lead generating marketing plan catered to your consumers and specific market that will generate those leads. That can be any marketing avenue available—direct marketing and/or online marketing. More importantly, it’s knowing how to harness those avenues to your advantage. It’s knowing how to craft direct marketing pieces that get noticed. It’s developing an online presence targeting your specific marketing with messaging that informs and converts. Once you have those things figured out—a lead generation marketing plan is yours.
Have you ever glanced at an advertisement and wondered what it is you were being sold? One of the biggest mistakes companies make is not having a clear offer. This is one of our tips you’ll find in our free download geared toward helping companies generate leads and most importantly, generate sales.
Whether you’re working through your direct marketing strategy or your online marketing plan, you need to focus on your customers and your offer. You’d be surprised how many companies don’t include the offer. It’s a pretty basic, simple part of advertising and marketing, but it’s also something easy to miss. Companies get so caught up on a new, creative, fresh idea that the actual offer that will generate sales somehow gets left out.
When you’re coming up with our direct marketing strategy and marketing plan in general, always have the offer in mind. If you’re brainstorming, put it on a whiteboard or stick it to the wall. It will help you include it in whatever creative idea you have.
The offer is fairly easy to include. The key is to keep things simple so your audience gets the message. Either literally put it in words or use an image. Make sure it’s obvious.
It goes without saying that the two biggest struggles businesses face is generating leads and generating sales. Without those two functions, we can’t be successful. The problem could be anything.
- It could be messaging. And even then it may be something as small as changing one word in your message.
- It could be your overall brand image or even the wrong avenue to reach your market.
- It could be your direct marketing strategy and online presence. You may not be using the proper avenues to reach your market.
For starters, you can download The Astute Business Owner’s Guide to Generating Endless Leads. It’s a free guide to give you some insight on potential ways you can change your marketing plan to help generate those much needed leads and sales.
You really want to figure out why your business isn’t thriving with new leads and sales, you can schedule a power strategy session to assess your marketing plan. You and Logic of Leads will discuss your current marketing strategy, what’s worked, what hasn’t worked, and then develop a comprehensive strategy to boost direct marketing sales and even discuss your online presence.
Put on your consumer hat with me just one moment. When we are looking for something, whether it’s a gift or service, we have a phrase or keywords in mind. When we check the mail and scan it, the pieces of mail that stand out are ones that match what it is we’re looking for. When we search the Internet for a product or service, we have those same words and phrases in mind.
Keywords are just that. Words key to what it is we’re looking for. Consumers use keywords to find what they want. Normally keywords are used for search engine optimization (SEO) purposes. But I tell businesses it transcends online marketing and SEO and also bleeds into direct marketing. Sales are made when consumers find what it is they’re looking for after a they find something that triggers their memory of a keyword.
As you’re developing your marketing plan, think of words your consumer would use to find your product. This is a good time to reference your consumer profile to pin point those keywords. Then conduct keyword research (or contact Logic of Leads to do it for you). Pin point the keywords that will drive the most traffic to your site and convert to generate sales. Use these same keywords in your direct marketing strategy. You want to create consistent messaging both online and off. Using consistent keywords is also good for branding.