Cogitations, Ruminations & Recommendations . . .
From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
If your message is being seen by your prospect or customer, you already have achieved a goal of getting their attention. So make sure that message then moves them to “what’s next”. What is the next thing you want them to do and put that call to action in your message too.
Direct mail can be expensive. One way to reduce costs is to use the USPS Every Door Direct Mail (EDDM) program and blanket a targeted geographic area with a mailer. https://eddm.usps.com/eddm/select-routes.htm It’s also a good way to test a product or message on a smaller scale before rolling it out.
Where do people find you? Design your marketing from a prospect’s point of view. How do they start their search? Is it a Google search? Many times an associate is asked to gather info about your type of business. Therefore Google pay-per-click advertising and having your website optimized should be two fundamentals for your marketing.
Search engine optimization (#SEO) meta content is often written in a very factual, feature-driven way. Take another look. Write your meta content with wording to motivate searchers seeking answers to their search questions
Are you a do-it-yourself Google advertiser? It may cost you. Google has been pushing its “broad match” and “smart bidding” strategies which we believe reduces your targeting and effectiveness. Take charge, target & tighten up keyword strategy for more value.
A recent issue of the publication #AdvertisingAge, noted that #superbowl commercials are typically one easily forgettable message, but not a campaign. I agree. The strength of marketing is not one attention-getting moment. It is when the message connects to a consistent brand and marketing strategy and reinforces it.
My annual Superbowl tip (which alas, few follow)…since many TV commercials and videos are viewed with sound off or compromised, my suggestions is to put your logo or icon throughout the spot, in a corner. That way at least a viewer can glimpse your spot and still get an impression of who you are.
Results from a marketing program don’t only consist of leads and sales. What do results mean to you? What results do you need? Other items such as growth in followers, interaction, engagement over time, connectivity and more can be valuable in helping others in your organization provide the leads and sales.
Why do customers leave your competitors? Find out. Then put together a main reason or list of reasons. Then look at your firm and improve that feature/service in your organization, if needed. Make that benefit message a key message in your marketing campaign.
Logos are important, but does your business have an iconic graphic connected to your logo? Often, like the Nike Swoosh, the icon becomes a shorthand reminder of your company. Especially in these days of social media headers, posting, etc. There’s no room for a logo, so your icon can represent your brand.