While blog posts are excellent content for social media marketing, your opening statement should leap off the page and get readers engaged. Just as with copy for, say, pamphlet or brochure printing, it’s the first thing they see other than your title and should give readers a clear idea of what to expect for the rest of the article. After all, what’s the point of tweeting a post if no one gets past reading the first couple of sentences?

So to ease your mind and ensure that your posts get read, here are a few tips for getting that opener to work for you, not against you.

1. Questions

Have you ever found yourself completely caught up in an article? What was it that grabbed your attention and kept you engaged? See what I just did there? I got you thinking by asking a question.

Questions engage readers immediately and get them thinking. They’re a great way to set the tone for the article as well. You may have to think through some different opening questions after you write your piece, but the goal is to get readers vested by making them think.

2. State Facts

“90% of all statistics on the web are outdated“, says Abraham Lincoln of Springfield, Illinois.

This funny little “fact” works as a solid opener because it has a few things we look for in fact statements. First, it’s a quote from a famous person. Second, there are statistics/percentages involved which lend to the credibility of the statement.

Of course, there are lots of different ways to approach fact statements. The key is to use the statement to grab attention. Point the reader in the direction you want to take them for the rest of the article.

3. Quotable Quotes

Using a blockquote statement at the beginning of an article can work similarly to the facts statement above, but it doesn’t necessarily have to be fact-based. This can be a more general quote that simply sets the stage for the rest of the article. Blockquotes should be 40 words or less, but this isn’t a hard and fast rule on the Internet. Typically a blockquote statement will have a different look and feel from the rest of the text content, so you will probably want to use the blockquote HTML code: .

4. Putting Time and Effort into Your Blog

Always remember that when you are creating a blog post, put time and effort into it. Your readers will be able to tell if you are just writing to fill your quota for the day or if you actually sat down and thought things out before writing out your blog post. Stay connected with your readers by being descriptive, talking directly to them, and by adding in quotes and statistics whenever you get the chance to do so. In doing so, your readers are sure to stay engaged and loyal to your blog.

However, including an unclear or misdirected call to action can be just as detrimental to the success of your postcard printing campaign as no call to action at all. You may want consumers to call your business number, visit your business website, or come directly into the store after having received your postcard. You have lots of techniques at your disposal, but choosing the right one – and avoiding the wrong ones – is key.

Simple Phrase

Did you know that there are hundreds of different, short call to action phrases that you can use to trigger a response from your customers? After creating the important content for your postcard, you have to come up with the big finale, the call to action. One common technique is a simple statement. You may recognize a few of these:

• Call Now!
• Drop by Our Store!
• Visit Our Site!
• Read More…

These are just a few examples. The key is to give the customer direction. Use a short, simple command followed by details. For example, after the “Call Now!” call to action, list your phone number.

Coupons

A common technique when using postcards is to make a part of the card tear away as coupon. This acts as a call to action because the coupon tells the customer what kind of special they will be getting if they use it. You can have customers use the coupon in store or offer them a promotional code that can be used on your website. Either way, coupons are an excellent way to give your customers that extra push. And die cut postcards are only marginally more expensive.

QR Codes

QR codes have become increasingly popular over the past few years as well. These codes can be scanned by smartphone users, providing them with all the information they want and need to know about your business with a simple scan. Using these codes as a call to action on your postcard would make sense, especially if your targeted audience are individuals who own smartphones. Just make it clear what your QR code leads to, whether a landing page for a discount, coupon, or a form to enter a contest.

Time Sensitive

While not a call to action in and of itself, making your call to action time sensitive is a powerful way to encourage your customers to respond quickly. For example, “Drop by our store this weekend to receive a 20% discount!” This short statement gives the customer a clear message while also putting a time limit for a response, which encourages quick action.

Postcards are a powerful tool, but all too often the call to action is ignored or used the wrong way. Keep it simple and make sure it’s time sensitive to truly get the most out of your campaign.

Sub-headlines provide your readers with a quick reference tool for finding what they’re looking for and let them jump right to what’s important, no matter if your content is copy in sales booklets or a blog post. Also of merit is that sub-headings break up the “black space” on a page and give your page more white space – making it easier on the eyes. Plus, for online posts Google gives more weight to posts that include keywords in the sub-headlines.

You probably have already been taking advantage of sub-headings in your own writing, but maybe you are not sure if you are really using them to their full potential. The following are a few tips to consider when drafting content and considering how and why to implement sub-headings.

Quality Sub-Headlines

I like to treat sub-headlines like an outline. As you draft content, you may use an outline to make sure you hit the high points of the topics without missing anything important. Consider using the outline headings as your sub-headings for the article.

One key to quality headlines is that they’re short but clear. This can be a challenge. The temptation is to use an entire sentence. It’s fine to start with a sentence, but look at what words can be removed. For example, the heading for this section could have been “How to Write Quality Sub-Headlines for Your Content”. This is certainly clear, but the end result is much shorter and still communicates the key point of the section.

SEO and Sub-Headlines

SEO refers to search engine optimization. Just as sub-headings help readers find and prioritize information, they also help search engines understand what’s important on the page.

To take advantage of sub-headings for SEO, you need to use the keywords that people would search for in popular search engine websites in your sub-headline. Use these keywords and add them into a headline that makes sense and gives the readers an idea of what the underlying topic is going to be about. It’s a simple technique that gives you another important reason to use headings. For example, notice how this article uses the keyword “sub-headlines” in each of the headings, although using the keyword in every sub-heading may not always be feasible nor necessary.

Check Your Sub-Headlines

After creating your sub-headlines and finishing up the article you were writing, you should always double check the sub-headlines to see if they make sense. Ask yourself whether or not the headline sounds engaging and would actually attract the attention of readers. If you feel the sub-headlines make sense, next see if you can incorporate specific keywords to take advantage of SEO. If a keyword cannot be incorporated into every headline, don’t worry. One or two should do the trick just fine.

Both on the web and in print, sub-headlines make text, especially sales or informational text, much easier to read. Not many people take the time to carefully read every section of text in a document. Sub-headlines ensure that they still get your message even they only skim through your headings.

One of the big arguments made for the switch from printed marketing to digital is that it’s far more “green” to send an email than a brochure by mail. Fortunately, the printing industry has responded with some wonderful changes that have made printing one of the greenest industries on the planet. From special inks to recycled paper to planting more trees than are used and improved logistics, printing is green again.

One of the biggest shifts has been in the use of special certifications of paper that has been used from sustainable forests. It’s a huge change of paradigm for printing companies. These certifications are something you can tout in your printed materials, by the way. So take some time to learn about these green initiatives so you can educate your more sensitive customers on how you’re making an effort to be responsible, or simply so that you can make sure you are using the right printing company for your printed materials.

SFI Certification

If you are unfamiliar with the Sustainable Forestry Initiative Program or SFI, it is a forestry certification program that promotes the responsibility of taking proper care of the environment. They believe in protecting the quality of water, the wildlife, and the environment as a whole. The certification program feels strongly about diversity and wants to help species who are currently at risk while also helping to conserve forests and basically save the planet, one step at a time. More and more printing companies are now only using paper that has been certified by the SFI, which means that the paper was produced responsibly, from the trees cut down to the production plant.

Vegetable-based Inks

Many printing companies are also now using environmentally friendly ink, relying on vegetable based ink instead of those that are harmful for the environment. The vegetable based ink actually helps to prevent the amount of certain compounds that are released out into the air when the printing process takes place, ultimately helping to promote better air quality for all. Some printing companies are also avoiding using certain colors of ink, particularly those that contain pigments that are considered heavy-metal.

Of course, if you pay the right price, most green printing companies will still use metallic inks if you specify. The best companies, though, do not advertise this on their product pages. And you as a print purchaser can do your part to make sure you only choose inks that are vegetable-based, rather than metallic.

Recycling

More and more print products can now be produced with recycled paper, which you can choose for certain printing jobs to help reduce waste. You can also make sure that the printing company you use participates in recycling programs with the waste from their cutting machines and office trash. Vegetable-based inks can be recycled as well, so check with your printer to make sure they take proper measures to recycle their inks.

Printing is Greener than Digital

Of course, this statement has its limits, but there are many applicable statistics out there to prove that at times printing is greener than using a computer:

• Printing produces more trees than digital – for every tree cut down by the printing industry, three more are planted.
• Digital versions of reading materials produce more CO2 emissions than a printed version.
• On average, individuals use nearly 2.5 times more energy to power a single laptop than the amount of energy that was used to produce that same person’s paper materials used in a year.
• In the US, 60% of the paper we print was produced using biofuels.
• The materials used in digital devices are toxic to the environment; most paper is produced with non-toxic materials.

Really, the argument that print is hurting the environment is no longer valid. However, this does not mean that those of us who use printing in our business should just assume that every printed product we purchase is green. Ultimately, we have to educate ourselves and check on our sources to see if our printing company truly knows what it takes to make their overall impact on the environment a positive one.

The good news is, though, that with a bit of focused efforts, start-ups can get serious traction. The key is choosing the right advertising path for your startup, which is going to be unique to you. With that in mind, here are some easy ways to get your startup into the path of consumers.

Press Release

A quick press release sent to local media outlets can go a long way toward getting immediate attention. Press releases have a specific format, so you may want to have a professional write one up for you. But you can do some quick research and write it yourself and send to local business editors.

Google Maps

Make sure your business shows up on Google Maps, even if you work from home. People regularly use Google Maps to find local businesses who do everything from Pizza Delivery to Accounting. Go to Google.com/placesforbusiness for more information.

Newsletter

Create a newsletter to update your client base and perspective clients on anything related to your business. This is an opportunity to provide information about new products, services, or news within the industry. A newsletter is meant to be shared and can be emailed, mailed, or set on display to broaden your client base and increase awareness within the community about your brand, service, or product.

Social Networking Sites

Social networking sites have streamlined the flow of information online to people who need or want certain information. Create a Facebook, Google+, Twitter, and other accounts. Increase brand recognition through incorporating your logo and other identifiable characteristics of your company into your profiles. Each site provides different ways to market oneself, so take advantage of what each site offers. For example, Facebook has a feature that allows for advertising. It can target specific people with keywords listed within their profiles to identify interests in the service you provide. Many other effective social networking sites exist, so do your homework and find ones that fit your needs.

Wikipedia

Wikipedia is a widely used site and can help create an added depth to your advertising and marketing strategies. Write a detailed description of your company and the products you offer. Create a wiki travel page and link it to your other sites.

Blogging

Create a blog for your company and include as many different forms of social media resources to make your blog as interesting and interactive as possible. Include links to other websites under your advertising umbrella and create discussion with your blog followers.

Industry Forums

Take part in industry forums. The online community is built on communication and constant online interaction. Nothing stagnant is actively traveled. Engaging with others within your industry will generate awareness of your company and increase your brand equity.

Video Advertising

Create videos for every possible purpose and post them throughout your online social network. Adding video to your webpages will increase the likelihood of traffic being driven through your site. Be creative when coming up with ideas for videos.

Classified Boards

Utilize free classified boards to further your advertising net. Places like Craigslist and yellow pages online are frequently traveled worldwide. Each site provides different resources that may be helpful for your specific advertising needs. Yellow pages online has a premium feature called “powerlistings.” It posts your advertisement on top end web pages. Some of these include Yahoo, MapQuest, and frequently used mobile applications as well.

Affiliate Marketing

Consider creating a system where your advertising and marketing practices become self-sustaining through the incorporation of affiliate marketing strategies. Grant a commission to individuals who create traffic on your website. Pay-per-click advertising is another strategy as well. This could encourage bloggers to create links on their pages to your site with the incentive being compensation for anyone who accessed your site from their page.

Online Directories

Submitting your site to online directories is also an important adversiting move. A site listing the top web directories rated by ILQ (Inbound Link Quality) can be found through SEOCompany. Most of these sites are free and the rest listed on the site are priced relatively cheap.

Increase Quality Content

Always focus on increasing the content on your websites, but make sure your content is useful and helpful to your readers. The more user-friendly information you add to your website, the more you will increase brand equity, therefore, promoting your products or services as well.

The campaign was designed to draw in fans by asking various questions about the songs the band was about to release. The fans were asked to design visual representations or texts interpreting various titles.

The social media campaign, titled “Imagine Oceania”, was part of a promotion for the band’s new album “Oceania”. The challenge was initially posted through the photography blog JPGMAG.com and selected artists would have their artwork turned into limited edition posters signed by the band’s lead Billy Corgan, as well as the rest of the Smashing Pumpkins.

Additional fan art was exhibited on the band’s varied social media outlets. These included Storify, Pinterest, Twitter and Facebook.

The visual social media campaign was designed to crowd source marketing by asking fans to participate, engage and share on social networks and the band would also reward the artists (their fans) by sharing their work on the band’s Facebook page which provides an audience of nearly 2.5 million fans.

So how can you make this strategy work for you?

#1. Target Tech Savvy Fans

The band targeted a digitally savvy audience. By posting the challenge on a photography blog, users who are already familiar with digital technology and art will be enticed into competing. Artists who are Smashing Pumpkins fans will want to participate for a chance to be recognized by the band they adore as well.

Below is the Smashing Pumpkins Fan’s images on Facebook for the Imagine Oceania Competition.

The key here is targeted marketing. Smashing Pumpkins knows a huge group of their audience are young, smart, and tech-savvy. So they built a communication channel specific for this group. Who are your customers? Can you create specific ways to engage them that takes advantage of their particular skills and likes?

#2. Offer Low Cost Prizes with High Returns

The prizes are valuable but not costly. Fans can have their art printed on demand and signed by the band. This will not cost very much for the band, but fans will appreciate the gesture. Additionally, the recognition received by some of the artists might eventually translate into actual work. There are positive incentives for fans to participate.

You may need to invest heavily in a prize, but don’t make your audience invest heavily. Keep it simple

1. Have them sign up with an email address and some
2. Provide basic demographic information.
3. Ask for a survey response to be entered.

#3. Drive Engagement and Sharing

The campaign was designed to drive engagement and sharing. Fans are engaged by competing, and various blogs and sites across the net publicized the band’s challenge, for free! This is free advertising for the band. Advertising is also being generated by word of mouth. This is the best type of free advertising there is. No one can pay for this type of exposure.

Here is how they shared it on Twitter with a link to their Facebook page.

The point here is to make the event as exciting as possible. How can you differentiate your campaign from your competition? Can you involve customers in a way that makes them want to share what they’ve done with their contact base?

#4. Attract an Existing Fan Base

Smashing Pumpkins are making use of an existing fan base. Instead of just making an effort to engage new fans, the band is also renewing interest among its existing fan base. Some fans may not have been active. In fact, many fans may not have thought about the band for quite some time, but engaging an existing fan base can cause former fans to have a renewed interest. In turn, these fans will eventually recruit new fans who will join in the fun.

The power of this technique relies upon the trust built with current and previous customers. You don’t have to court and sell yourself to this group: they already know you. You get to skip the whole process of establishing a relationship.

In Review

In looking at the different social media platforms used, Smashing Pumpkins could have gained more social sharing traction by using Instagram for publishing the fan art and not just the photography blog which is a minor player online.

If you have a look at the bands Instagram account not one of the fans images for the “Imagine Oceania” competition was published on the mobile social platform. This was an opportunity missed as Instagram is a much bigger social media network of over 100 million users. This would have assisted in increasing the success of the campaign.

General Electric have used a visual marketing campaign with Instagram successfully to promote their brand.

A visual social media campaign has the potential to jump start fan interaction exponentially; so learn from Smashing Pumpkins and get your customers excited and sharing images about your business!

What About You?

What visual social media marketing campaigns has worked for your business. If you are a digital agency, what campaigns using a strong visual element have worked best and why?

Look forward to hearing your stories in the comments below.

But even with the relatively low price for postcard printing and mailing, there are still some great ways to cut costs. The most important step in reducing the cost is a little planning – choosing the right marketing message and target audience will mean your postcards get a greater response rate. With that in mind, here are some practical tips for cutting costs on direct mail postcards.

Avoid expensive designs

Instead of hiring a professional designer, create your own postcards. One option is to use pre-designed postcard templates that you can customize using your software program of choice, such as those found onStockLayouts.com. Or some online printing companies provide both blank or pre-designed templates, such as these free postcard designs from PrintPlace.com. Hint: Just be sure to print with a professional rather than on your home or office printer. You will get much better results and, if you choose the right online printer, much more bang for your buck.

Use standard postcard shapes

Another point to consider is that the post office may charge you more for non-standard shapes, such as a large format or rounded postcard. Often, there is a chance your odd-shaped postcards can cause their sorting machines to jam, meaning they have to use manual labor to sort the cards. Better to stick with standard shapes, such as 4×6″, and get the reduced cost.

Print and mail in bulk

When you print just a few postcards at a time, you are spending a much higher cost per postcard. Order as many postcards as you need all at once; keep in mind that the more you print, the less your cost per piece is – as long as your printer uses the offset printing method and not digital printing. Printing in bulk via offset printing basically means that the printer only has to create one “master version” (or printing plate in printer’s terms) of your order, no matter how many postcards you’ve requested.

Some companies will print and mail as part of a combined service. This can save you considerably just in shipping costs since you don’t need to have the postcards shipped to you just to turn around and mail them out to individuals. The time savings for you compared to the automated services provided by these printing firms can be significant as well.

Use both sides

It may seem counter-intuitive, but printing on both sides of the postcards gives you a lot more room for valuable content. A higher response rate results in a lower cost per sale. Use the front of the card to get attention and the back of the postcards for details and a call to action. Beside, a single-sided postcard just looks cheap and you don’t want to give potential customers this impression.

Postcards are an inexpensive way to connect with customers, but these cost saving tips can make direct mail postcards even more practical for you. Just don’t forget to carefully select your target audience and carefully craft a message specifically for this group. This will result in a higher response rate and, therefore, a better cost per mailer.

Budget Issues and the Post Office

The United States economy continues to struggle after the Great Recession, which left the economy crippled for quite a while. Even now, several years after the recession has ended, the economy for the nation as a whole is still not at pre-recession levels, and many states within the country are struggling to pick up the pieces. Budget cuts continue to be made and services that we have all become accustomed to are starting to suffer from these cuts as well.

There are certain services that we tend to take for granted, which includes public transportation and postal service as well. Post offices around the country are struggling to meet their budgets and surpass the red zone, which is causing a serious crisis. If things continue to go this way, mail as we know it may come to an end.

Some people may not feel concerned, especially with the advances made with technology and the increasing number of people using the Internet. However, it is not just letters that are provided by the postal office; the postal office also delivers magazines an all sorts of products that are typically purchased online. There are some individuals who rely on the post office to receive the medication that they need. The basic truth is that Americans need mail, which means that postal service is a necessity.

Supporting Your Local Post Office

There are numerous ways in which you as a small business owner can support your local post office. One of the best ways to support the post office is to do business with them. Rely on different services that are offered at the post office, which ultimately helps to keep them in business. Many post offices also sell greeting cards, so if you are planning on buying such cards, purchasing them from your local post office would be ideal, especially for additional support.

Some small business owners do not know just how beneficial combining an online campaign with a print campaign can be. For instance, if you are having a Labor Day Weekend Blow Out Sale, don’t just advertise this on your website. Send out an email blast, mail postcards that contain extra discounts, and mail VIP letters to your top customers to bring in for early shopping. If you have an online catalog, consider mailing a print catalog quarterly as well, or more often if customers demand it. Mail documents when faxing is not necessary. Send customers “Thank You” notes by mail rather than email; a handwritten notecard is much more personal anyway.

Get creative and start finding ways that you can support your local post office. If every business, organization, and individual used the post office on a regular basis, the postal system might just start find its way on top again.

If you are a business then that approach is maybe not optimal if your brand is the target of the negative comment.

In the past, customers could only complain in a fairly private manner, either via phone call, within the storefront, or by letters.

Today, many businesses have second thoughts about joining the social media world because they are afraid of the potential for negative comments. Instead of missing out on one of the best marketing tools available, businesses can be prepared to handle the negativity that is likely to come their way.

The fact is, the negativity is likely already happening, but without a presence on social media sites, these companies have no way to combat it.

Taking a proactive presence on social media will allow you to respond and have a better chance of controlling your brand image online.

4 Social Media Monitoring and Management Tips

Before you engage in any responses to complaints, consider the following general policies as a guidelines to how you monitor and manage your handling of negative comments and complaints.

1. Track all complaints (this can be done internally or externally by a “community manager”)
2. Respond quickly in public
3. Stay positive publicly
4. Deal with details privately

This will assist you in stopping minor issues becoming a major public relations disaster.

Valid Complaints and Trolls

Negative comments come in two main types: Valid complaints and Trolls. Real complaints are problems that customers are having with your products or services that you need to address.

Valid Complaints

When a valid customer complaint shows up on one of your social media sites, take action quickly.

1. First, document the comment in case it ends up being deleted so that you can keep track of the conversation.
2. Take some time to think through a response. Don’t take the comment personally. The customer has had a frustrating experience with your product and is seeking you out, giving you a second chance.
3. Handle the issue with tact and respect

If you take this assertive and positive approach you will most likely gain your customer’s trust and continued loyalty and they will become a a raving fan.

Trolls

Trolls are a type of public spam that is usually illicit and unrelated to your business. Their language is strong and emotive and it is designed to get you to react. If you respond they win.

They are hunting for attention and gain their energy by eliciting a response on a public forum that they don’t deserve. Usually they don’t have a large social network audience of their own but are relying on your social networks to leverage and amplify the message.

So, don’t give them oxygen , don’t let them use your social media channels to use as a pulpit to scream from and delete them immediately.

Responding

When you respond, use a respectful and even playful tone to keep the mood light and friendly. Admit that you messed up. Use your customer service policy here: the customer is always right (unless it is a completely unfounded complaint). Publicly send an apology on the social media site because you are dealing with more than just that one customer. Privately contact the customer who complained and fix the specific problem by giving a discount or some benefit that fits the problem.

Next, share how your business plans to fix the problem in the future. Explain with the appropriate amount of detail what went wrong and what you have done to fix the problem for all of your customers. The more transparent you are here, the more trust you will gain from your customers.

Although every situation will be different, if you learn how to respond appropriately and effectively to negative comments on social media sites, your customers will be happy to support you even more.

What About You?

Have do you handle negative comments or complaints? Have you had a troll turn up on your social networks?

How have you handled it.

I look forward to hearing your stories in the comments below.

Guest Author: Tara Hornor has a degree in English and has found her niche writing about marketing and web related topics. She writes for PrintPlace.com and other companies.

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Overhauling a design for postcard printing is no different. With a few simple steps, you can make sure you get a best-in-class design and gracefully survive the possibility of seriously ticking off the original project team. It can be done, but takes some careful planning.

Identify What Worked Originally

First of all, look for what worked in the original design. That design made it through the approval process for some reason. Even if you’re pretty sure nobody gave it a real look, there was something that worked or you wouldn’t be looking to overhaul the design for the postcards.

On the other hand, you may realize quickly that the reason for the overhaul is because the original design was a complete failure. Still, it’s best to approach the process with a positive slant until you’ve got an objective reason to think otherwise.

Reach Out to Original Project Members

You should always try to identify the original project team members and reach out to them. In most cases, they will be glad to offer input, suggestions, and recommendations. In fact, simply connecting with them will often disarm any sense of you trying to dramatically change their design.

As is often the case, the original project team is no longer around. You’re still not off the hook! Check with your chain of command to see if there are any special considerations or promotions that should be included. You may find that there’s a project going on in-house that is expecting to be a part of the postcard campaign and their products and services need to be included. You definitely don’t want to finalize the design just to find out you missed important information.

Research Current Design Trends

The next step is to pull together research on modern postcard design trends. Do research based upon your industry. Compare some of the trendy designs with the more formal. Look at minimalist versus some of the more complex designs.

You’ll find that there is a great deal of diversity in design trends but still some patterns, for example, full-color versus single color designs. Lots of postcards have die-cuts these days. Definitely gather your research together so you can get on board with the latest trends, if that’s the direction you want to take the design.

Pull Together Corporate Resources

Once you have the general idea of the design you want, it’s time to make sure you have all the basics in place. You need your company logo, the appropriate contact information, and brand colors. If the postcard design will be featuring a specific product, you should get high-quality product photos.

Don’t forget to double and triple check any website URLs or phone numbers in the design. Many firms use campaign specific information to track the success of a postcard mailer. So a unique 800 number or a landing page URL may be used instead of the firm’s standard number or home page URL.

Develop New Design

Once you have all the pieces together, it’s time to bring your design to life. If you are not designing the postcards yourself, work closely with the design team. Give them space to be creative, but engage quickly when they have questions or need guidance.

It’s always a good idea to have 2-3 ideas in the works. What you may find is that the design gets rejected and you will definitely want to have another idea on standby. You may even present multiple ideas and ask what works best from each so you can combine them into a best-of-breed design.

However you go about overhauling your postcard design, the key is careful planning. Any time you have a legacy project, you are dealing with stakeholders that may immediately get defensive about their original ideas getting changed. But with a little communication and a lot of patience, you can get through it and produce an updated postcard design.

One sales technique that has been in a state of decline is that of door-to-door sales. While this is an excellent way to be sure that you get your message in front of customers, the time it takes and the cost of materials makes it a less than ideal marketing method. Like telemarketing, door-to-door sales is a form of interruption marketing that forces consumers to pay attention. But this can come at a steep cost.

If you are the owner of a business, you may not have realized that direct mail postcards are an efficient form of marketing that can far out-perform door-to-door sales. There are plenty of different reasons as to why direct mail postcards are actually better for making sales than door-to-door selling. If you haven’t tried direct mail postcards, it might make sense to see how well they can work for you.

Affordable

Postcards are still very affordable. At a cost of only a few cents per postcard plus applicable mailing fees, it’s one of the easiest and least expensive ways to get your brand and message in front of the right customers at the right time. There are plenty of pre-designed postcards you can use to customize and then print with an online printer for very cheap, such as the free postcard designs on PrintPlace.com or the postcard designs available from StockLayouts.com at a reasonable cost.

Focused

You can very carefully focus your direct mail campaign to reach your perfectly ideal customer. Door-to-door sales tend to be all over the place in terms of the demographic advertised to. But you can select the ideal customers who tend to purchase more frequently than others and only send postcards to this group.

Less Intrusive

Door-to-door sales are incredibly intrusive. Postcards, on the other hand, still show up in the customers’ hands, but the customer has the ability to read and research on their own time. For this reason alone, postcards may be much more suited to your business model.

Efficiency

With all these advantages in mind, the bottom line is that postcards can be far more efficient when it comes to dollars spent on a campaign. Because the cost has gotten so affordable and you can focus your marketing at such a tight audience, the response rate for direct mail postcards is much higher than with door-to-door sales.

Postcards Are Not the Magic Bullet for Everyone

While direct mail postcards are an excellent marketing tool, they’re not for everyone. There will always be a few kinds of products and services that require a door-to-door sales approach. So don’t think postcards can automagically replace sales for your products. Be smart, but consider the advantages postcards bring and try implementing a new campaign.

Effective Techniques for Marketing with Postcards

The first step to effectively marketing with your postcards is to create postcards that are visually appealing. Make sure that the content on the postcard gets straight to the point, makes sense, and includes a call to action. The postcards should also include your logo and other brand elements so that people will be able to connect the postcards with your business.

Instead of using postcards on their own, use them in conjunction with online marketing techniques. Create a campaign that includes email marketing, social media blasts, and printed postcards. On your postcards, include a QR code or URL that leads consumers to a landing page you have created specifically for that campaign. Of course, always include your website URL and possibly social media information on your postcards to help customers make that connection between your online and offline presence.

You can either mail postcards directly to customers, as mentioned before, but you can also market them out of the home, meaning you can place them in different stores, hotels, airports and other areas where tons of people frequent on a daily basis. You can also send them out to people based on specific demographics, such as location or relationships status, which would help you increase the chance of gaining new business.

If your door-to-door sales seems to be suffering, try starting with a small printed postcard campaign directed at a small group of targeted consumers. In conjunction with online marketing, direct mail postcards can be even more powerful, so also include online efforts for your campaign. Check your results of your test, see what worked and what didn’t, make changes, and try again. Before long, you may find that you have a highly effective marketing method that greatly out-performs the ancient practice of door-to-door sales.

While brochures are an age-old marketing form, you don’t have to get stuck in a box! You can still create exciting, eye-catching brochures that engage clients and drive business to your site or place of business. With a little planning, you can leverage brochures to fill the gap that digital marketing oftentimes leaves.

Get Colorful

While you need to match your brand to the brochure, consider going over the top with your color selection. You might want to stick with a seasonal theme or go with something bright and random. But full-color printing for brochures is definitely a necessity and certainly an affordable option if you choose a reliable online printing company.

State of the Art

QR codes are one example of technology you can add to your brochure design to show you’re a tech-saavy business. QR codes allow customers to use their smart phones to scan the code and go straight to a landing page, a map of your business location, or even call you automatically. You can also include vanity links or custom shortcodes. Sites like Tiny.cc allow you to craft a customized shortcode that allow users to type these shortened URLs into their browsers and are redirected to whatever URL you setup.

Die Cut

Sometimes the shape of your brochure can be the only thing you change up, but it gives the design a completely new look. From rounded corners to tear-aways to an unusual shape, die cuts give you a lot of really interesting visual options for making your brochure a standout.

Coupons

Coupons do a number of things for your brochure: they act as a call to action and also give you an opportunity for a visually engaging section of your design. You want the coupons to stand out, so using exciting colors and graphics to set the coupon area apart. Consider placing the coupon on a perforated panel if you require customers to bring the coupon to your store.

Folds

Instead of the standard fold or tri-fold, consider some of the more eye-catching styles like gate and accordion folds. These give your brochure a distinct look and feel and give you the opportunity to create exciting designs that match the fold patterns.

Minimalism

Sometimes little to nothing says everything. Consider a minimalist design with very little graphics and text content on the front of the brochure. Make a short statement and intrigue customers with a very simple message. This is in stark contrast to most brochure designs and can work wonders for grabbing attention. But color is critical, so design carefully and choose a message that makes customers curious enough to find out more.

photo credit: Camdiluv ♥ via photopin cc

While the use of the hashtags is used by Twitter users from all over the world to talk about a wide range of topics, you can even use it to help your business and increase exposure.

If you are not familiar with the hashtag, it is actually used on Twitter as a representation of specific topics that people are talking about on Twitter in their Tweets. The tweets are short messages that Twitter users can type in throughout the day, talking about anything and everything that they want to. For example, if you were tweeting about a recent news event, you might tweet something like this:

“Wow! Can’t believe that actually happened! Now what?! #newsevent

The Hashtag is simply the two words combined into one (with no spaces) with the “#” in front. It can also just be one word eg #Marketing.

Creating a Hashtag is Simple

The hashtag first became useful as a way for users to separate messages into different categories so that other Twitter users can easily find the messages that relate to what they are looking for. It is generally quite simple to create a hashtag message. All that you really need to do is put the “#” symbol in front of the words, but make sure there are no spaces in between words.

For example: you could be writing a tweet about your business and the products available and then end the message by putting something along the lines of #BestProductsAvailable.

Note that capital letters don’t have an effect on the search but can make it easier for users to read.

Why Are Businesses Using Hashtags and How Do They Help?

Many businesses, big and small, are using hashtags as a way of gaining more attention for the brands, products, and services that they have to offer. There are currently millions of people worldwide who log onto Twitter every day to write tweets or see what their followers are up to. To sum it up, if you want free exposure for your business, creating a hashtag for it would be your best bet.

Social media marketing has become increasingly popular and tons of businesses are getting involved, creating social media website accounts and using them in an efficient manner so that they are getting more exposure for their business. This leads to more traffic on their website and improved overall engagement with their customers. Greater engagement typically translates into a more positive experience for the consumer which has long-term positive effects for companies.

What Topics are Important in your Industry?

Think about your business and what relates to your business. You take topics that relate to the business you have and use them for your hashtag. For instance, you can find a lot of different trending topics on Twitter and find out what hashtags are currently being used on the social networking website.

One hashtag that may be popular for the day could be something along the lines of #socialmediatips. If you know a great deal of information about social media and this topic pertains to your business, you can offer a tip or two in your tweet and end the message using the #socialmediatips hashtag.

HashTags are Like Twitter SEO

You may also want to consistently use a few hashtags that are related to your brand, such as you would with keywords for SEO on your website. This helps users find you later if they’re looking for what you have.

The entire process of using hashtags is quite simple. If you are looking to expand your business and increase your success without having to pay a single cent, relying on social networking websites and, in particular, the hashtag is a great way of making yoiur Tweet more visible.

What About You?

How are you using hashtags? What sort of hashtags do you find work for you?

Do you create search columns on Hootsuite or Tweetdeck to stream and manage them?

Look forward to hearing your stories.

Guest Author: Tara Hornor Tara Hornor has found her niche writing about marketing, web and graphic design. She writes for PrintPlace.com. Connect with @TaraHornor on Twitter.

Want to Learn How to Use Twitter Effectively to Promote your Business and Brand?

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I will also reveal hundreds of tips about how to use social media to become visible on the web and also insights into creating and growing tribes, fans and followers on social networks such as Twitter and Facebook.

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photo credit: Freddy The Boy via photo pin cc

Email

The main advantage to email is that it’s cheap. You can send out a million emails for about the same cost as sending out one. But that cheapness is also a disadvantage as people are overwhelmed with electronic communication. Recent estimates put the number of spam emails sent at 230 billion – every day. That’s over two-thirds of all emails sent around the world. So, if your email runs the risk of getting lost in the noise, you may want to resort to postcards instead.

Postcards

In the same way that email is cheap in both the cost to you and in its efficacy with recipients, postcards are more expensive and more impactful. Not only do you have to pay for printing, but you also pay for postage on the cards. But, each postcard has far less competition with other mail, and people will at least look at the postcard, an advantage that emails do not have.

Get Permission

Both email and postcard campaigns are much more effective if you get permission from people before sending them your marketing material. You’re automatically saving yourself time and money by not sending out as much, and your impact is greater because people are already wanting to hear from you. One of the most common ways to do this is to create a loyalty club with deals and discounts like a free item for birthdays.

Know Your Audience

Think about how your audience prefers to communicate. How they will interact with your business and where they’re located? If the primary form of communication is electronic, mirror that in your marketing. Use your website and email campaigns to connect. If your business is brick and mortar, a physical postcard will help to reinforce the connection you have with people at your physical location. And, if you’re a local business, you can target local people very effectively with postcards, but a disparate audience is easier to reach with email.

Do Both

A major, national coffee company uses a loyalty program to reward and retain customers. The customers first sign up for the program online and receive emails, but then they start getting postcards in the mail with coupons and deals tied to their coffee card.

In the same way, as you get to know your customers and as they commit to working with you, you can increase your impact by moving from electronic marketing to physical marketing. Use email campaigns to cast a wide net and then find the committed customers and reward them through a postcard campaign.

Using both forms of direct mail marketing in the right way increases your chances of moving your customers to action, but remember that the key here is “in the right way.” Send direct mail only to those customers who agree to receive your mail.

photo credit: Andrea Balzano via photo pin cc

Booklets have a unique ability to connect with customers on multiple levels if designed the right way. With the right content, you can leverage sales booklets to educate and inspire your customers, ultimately leading them to pick up their phone or visit your website and place an order.

Basic Content

The key is to present your products in the best light possible. Be careful! The temptation can be to overload customers with too much information. Keep the product information to just enough so that they have to call for more but know what you’ve got.

Of course, this is very dependent upon your industry and types of products or services you offer. So be thoughtful with how much information you want to put into a sales booklet. With all the extra space when compared to postcards and brochures, it’s easy to go overboard.

Basic content also applies to contact information. Consider putting your phone number and website on the footer of every page, making it easy for customers to quickly get in touch.

Organization

Keep your booklets organized. Any more than a few pages and you should consider a small table of contents at a minimum. This will give your customers a way to quickly find what they’re looking for. A table of contents doesn’t have to take up too much room. You can use a quarter page area to give readers a quick outline of your content and where to find what.

How-To and Educational Content

Throughout your sales booklets, you should include short how-to guides and educational materials. This gives your customers new ideas and can inspire them to move forward with a purchase. These can be short, side-bar tidbits of content or be the highlight of the entire sales booklets. The point is to go beyond product pitches – show them how your products and services can make their lives better.

Branding

Another critical component is to ensure you consistently tie your brand into your sales booklets. Your logo should be on every page – even if it’s just a small version. Reinforce your brand in every way possible. Consider using the same colors, fonts, and tone you may use on your website or other sales collateral. Consistency is critical. When that customer visits your website or picks up a brochure, they should know immediately that they’re at the right place.

Graphics

Finally, make sure whatever graphics you use are not only consistent in terms of branding, but are also high quality. Avoid overly generic stock photos. Try to customize at least a few photos with your products in them, as an example.

Any graphics used, such as call out boxes, product photos, or images used throughout the sales booklet, should be high quality. If images look stretched or pixilated it gives the entire booklet a cheap look. Images should be at 300 dpi to give them a clean, clear look.

Sales booklets give you so much extra space to connect with customers, but the space must be used carefully! Keep content simple, organized, educational content intermingled, branded, with high quality graphics. You can’t go wrong!

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There are some people who argue that print marketing is dead, especially in a world where digital marketing has definitely taken over. While digital marketing is certainly an important part of marketing in general, there are plenty of good reasons for you to resurrect your print ad campaigns, such as direct mail postcards or magazine inserts, as well. There are plenty of good reasons as to why you should still consider print marketing for spreading the word about your business and gaining new customers.

Print Marketing is Tangible

One of the first and most important reasons to stick with print marketing is because it is an actual physical piece of marketing, unlike digital advertisements. Digital advertisements are online, but they can easily get lost on the Internet. With print marketing, you have a physical form of advertising right at your fingertips. A printed document is much more likely to be read thoroughly than an online advert.

Print Marketing is Credible

Some people believe that print marketing is simply more credible than digital marketing. There are tons of advertisements being displayed on the Internet in this day and age, so much so that consumers are almost never noticing online ads anymore. Your best move is to back up online marketing campaigns with a print version. For your new product release, don’t just announce it online. Place posters in public malls or streets, mail postcards with a discount, place ads in newspapers and magazines. Just make sure you place your website, social media information, and possibly QR codes on your print materials to tie them to your online campaign. It makes your business look far more credible.

Print Marketing Can Be Targeted

While you can easily target consumers with digital marketing, you can still target your audience with print marketing as well. In fact, some audiences are difficult to reach on the Internet, especially if you are interested in targeting certain individuals or very specific communities. And, with fewer businesses relying on print advertisement, you will have far less competition when it comes to having your advertisements displayed in different newspapers and magazines.

So don’t let your print marketing remain buried. Merge it with your online marketing campaigns to build yourself a highly successful marketing push that provides you more exposure than could be accomplish by using digital marketing alone.

The result can be that they end up being a customer of your business for much longer than a single purchase. And we all know that old slogan – it’s much easier to keep a current customer than it is to find a new one. Customer incentive programs give your customers that extra reason to shop with you and possibly overlook problems and shortcomings that would have typically sent them shopping somewhere else.

Below are a number of incentive program ideas to break you out of the standard reward points structure. You can combine these or give your customers a choice. The point is to give them a reason to come back.

Quick Tip on Implementation

You don’t necessarily need a complex online system that tracks customer incentive programs. While this can be useful, implementation can be very expensive on the front end. Consider just asking customers for their email address so you can send them incentives. This is far less expensive and gives you a measure of control over what incentives are ideal for you at that time as well as when they get the incentives.

Provide Discounts

Providing discounts to customers allows them to buy items from your business without having to pay full price. While many businesses offer discount codes for new shoppers, you should actually offer these discount codes to all of your shoppers because you do not want to alienate the people who already buy items from your business. You can provide discounts on a monthly basis, enabling your customers to purchase items at a discounted rate, helping them to save money while buying the items that they enjoy. And, when you offer discounts, people will often feel more inclined to purchase items that they were unsure of buying in the first place.

Offer Free Shipping

Free shipping is quite eye-catching. There are some consumers who will be interested in purchasing a product but will see a ridiculously expensive shipping price and decide not to buy the product. Reward your customers by offering free shipping as much as possible or even all the time. When you offer free shipping, the customer will notice and may end up buying more items from your business, making it much more likely for your to earn more money to make up for the cost of the shipping anyway. Don’t be afraid to ask for something in return, like email and detailed contact information. This gives you multiple points of contact for marketing later.

Offer Free Bonus Items

Never be afraid to add in a few samples before shipping products out to your customers. By adding in some free samples, the customers feel appreciated because they are receiving a small gift from you and your business. In the meantime, you are helping to spread the word about other products and items that you sell. Everybody likes opening up a box and finding extra items included. And this can also give you an effective way to unload outdated products that you just need to get off of your shelf.

Respond to Your Customers

Customers are often passionate about the products and services they use, leaving positive or negative feedback based on their experience. Even if customers are not saying something positive, you should listen to what they have to say, make adjustments if necessary and respond to them. If a customer was not satisfied, offer them something to help change their mind or at least improve their experience. Of course you have to be careful with this approach as you may end up having customers complain just to get freebies. But the general principle applies – by providing superior customer support you incentivize your customers to return to you.

Ask for Customer Participation

Customers often like to feel as though they are part of the business and the brand, which is why customer participation can be so effective. You can ask customers to participate by holding contests, such as asking your customers to help you come up with a new logo or design for your business. Different contests help customers to participate with the business while raising awareness to others about your business. Give this select group of current or recent customers a reason to get on your site, even if only to review the contest information.

Forums

Another form of customer participation can be through the use of forums or social media. If you find that you have customers who are providing a great deal of information about your products on forums or on social media sites, send them a gift, thank them publicly, and/or offer them some kind of discount. You will encourage these customers to continue spreading the word, encourage other customers to join in touting your horn, and also hopefully gain new customers in the process.

Incentive programs can be highly effective when applied properly. Get the customer engaged after the sale and keep them coming back, and you’ll have a business that remains strong for the life of your company.

Get ‘N Sync

Once you plan your campaign, you can begin creating printed postcards that match up with that particular campaign. For example, the campaign may have a specific slogan and graphics that you can also use on your postcards. People who recognize your online campaigns will make a connection with your postcards because they will be able to remember your graphics and slogan. Even if they don’t consciously recognize the campaign, seeing the same campaign twice will reinforce your brand.

Simple Works

Your postcards should be a clear design and cut directly to the point. You want the postcards that you create to capture the attention of potential customers, getting them interested in what you have to offer them.

Use both sides of the postcard to get the most leverage. Use the front of the card for a simple, bold message. Use the back for details of the offer. You only get one shot, so make sure the design is eye catching, yet simple. They should know immediately what the offer is for – a sale, a new product launch, a party. Then give them the details on the back.

Call to Action

Perhaps the most important part of a printed postcard is the call to action. The call to action basically refers to whatever it is that you want the consumer to do when they see the postcard. For example, you may be asking them to call a certain number, check out a website, or head to a specific store. Be clear about the call to action so consumers know exactly what they are supposed to do.

A common call to action is the use of QR codes. Customers can scan the code and go straight to a customized landing page built specifically for the campaign. This gives you the ability to track the cards as well since you can measure when a landing page has been visited.

Postcards can be an excellent companion to a digital campaign. The key is to synchronize the marketing so that the two mediums reinforce each other. Then you have to recognize how each format connects with customers. Once you determine how to blend the two perfectly, you will have a very effective online/postcard campaign on your hands!

Smartphones have changed the game. To better understand the challenges you now face, let’s carefully consider the perspective of the smartphone user.

Enter Pete, your typical smartphone user. Pete is a thirty-something male who purchased an iPhone last October. He uses it frequently to change his Facebook status, upload vacation pictures, tweet witty opinions, check the weather, browse YouTube videos, text his friends, and check his email—all while he drops off dry cleaning, picks up a latte, walks to the office, and eats a burrito for lunch.

As you can see, your message in Pete’s inbox has a lot of competitors for his undivided attention. In fact, there are so many competitors that nothing wins Pete’s sustained attention for long, and you have to be smart to get a slice of it. This is the new game.

Here is what you need to know to play it well.

#1: Pete Will Read Your Pre-Header

When Pete receives your message on his smartphone, he is going to see three things, one right after the other. The first is the sender (you), the second is the subject line, and the third is the preheader (the first few lines of your email). If you don’t make the most of it, the preheader may be all that Pete reads of your email before deleting it.

Your goal is to get Pete to open the email based on what he reads in the pre-header. Come up with something catchy, or link a plain-text version of the email in the preheader (remember that not all mobile devices can read HTML). The preheader does not have to be fancy, but it should be inviting.

#2: Your Email Is Under Pete’s Thumb

After Pete has read the preheader and then opened your email, he is open to encountering any number of frustrations. Maybe that important cheeseburger image didn’t load. Or maybe your double columned newsletter is difficult to navigate now that it has been shrunk to microscopic proportions. Or maybe you stacked three links right next to each other and his giant thumb can’t open the middle one.

You do not want Pete to face any of these problems. The best way to avoid them is to check what your email will look like on a variety of mobile devices. There are websites that will provide demo versions for different mobile devices. Find one and test your design before you send out a mass email. In short, your email should be understandable, readable, and clickable no matter what screen Pete uses to read it.

#3: Pete Is Probably On the Go

This means that he doesn’t have time to read a novel on his phone while running to catch his flight to Chicago. In other words, keep your email short and sweet. Have a tightly focused call to action to which Pete can easily respond. Make it simple for Pete to go to your landing page (which should also be compatible with his iPhone). Make it even simpler for Pete to share your product through his social media networks.

After all, Pete is not just another potential customer. Pete represents a highly connected network of potential customers. He’s compulsively addicted to Facebook, Twitter, and YouTube—they never leave his thumb or his pocket. By reaching Pete with your mobile email marketing campaign, you can possibly reach his friends too. But only if you play the game.

Image by BigSock

As the business world continues to evolve with the Internet age, content blogging has become a booming market. However, many small businesses are making a lot of avoidable mistakes or simply missing out on an opportunity to get the most out of their expensive content.

If you own a site or blog, you know how expensive and time-intensive getting quality content published can be.

So get the most out of your content and avoid these costly mistakes.

#1. No Plan

The first and most obvious content marketing problem is the complete lack of a plan. Most firms have a short term plan at best – they might know what the next few blog posts will be or what pages on their site need to be added.

But what about the big picture? How is your content adding value? Does your content coach a potential customer into and through the sales funnel? Are you tracking responses to your content so you can improve as you go?

These are just a few questions to get you started. The point is to get a plan on paper that goes beyond the next few weeks’ worth of content.

#2. Wrong Purpose

Content writers can fall into many traps that steal them away from the actual goal of content. Content writing is not about the writer, a random topic, or a selling point. All of these types of writing will frustrate and alienate your readers. The goal of content writing is to spread valid professional advice about a topic that relates to your business. Think about your audience. Who do you want to read your content? Then ask this audience what topics they wish to read about. Your readers might then become customers if you establish yourself as an expert in your business field.

The purpose is not to make a quick sell. Content comes in many forms, but the goal is to create value. This can look like a FAQ section on your site, how-to guides for troubleshooting, or general industry information. Avoid salesy content at all cost.

#3. Unprofessional

Businesses sometimes forget to make sure their content writing is professional. Content writing does need to be grammatically correct, clear, and valid. Your content should be interesting, engaging, and meaningful to your readers. Hiring an ad agency or PR firm is not always a good way to solve this problem unless they have specific training in content writing. Invest in a service or writer who will be worth your time and money.

#4. Social Media

Publishers will have one of two problems with social media. Either they will never use it and loose all the potential marketing benefits or they will rely too heavily on it to do all the marketing for them. Content needs to be consistently spread through social media outlets, but it must be valuable to your readers and be professionally written.

Encourage readers to share your content using social media buttons on your site by using Twitter and other social media techniques to share your news. But you must understand, they will only share high-value content.

#5. Search Engine Optimization

One of the many reasons to engage in content marketing is to improve your search engine rankings – a process called search engine optimization (SEO). But a common problem with a content marketing campaign is that it does not properly incorporate the latest SEO techniques.

This is an industry in and of itself. Very few inexperienced staff will be able to fully take advantage of up-to-date SEO information. At a minimum, you’ll want to engage an SEO professional to get you some policy in place regarding how to publish your content and best-practices for any social media content you publish. Ideally, you can have an SEO expert involved from start to finish so they can monitor progress and adapt your campaign on the fly.

#6. Untapped Resources

Another common content marketing mistake is failing to use your company’s resources. Get creative with your content and find ways to incorporate your business’s specific strengths and expertise. Have your employees come up with ideas and even write articles for you. The more you set your company apart, the more likely your customers and readers will get behind your content and eventually your company.

Guest Author: Tara Hornor has a degree in English and has found her niche writing about marketing, advertising and branding, She writes for PrintPlace.com, an online printing company. Connect with @TaraHornor on Twitter.

Image by BigStock Photos

So, how can you retain more of your customers? Should you drown them in direct mail advertisements, provide more unique services, or constantly update them via social media? While all of these options are beneficial – in moderation, of course – there is actually a better solution.

What Makes Customers Disappear?

First, consider why your customers switch. According to Satisfy Your Customers AND They Might Just Leave You, a staggering 68% of customers who change companies do so because they think the original company does not care about them. Fortunately, you can do something about this perception. You can change the quality of your customer service. Any company can meet customer expectations, but great companies go above and beyond.

Begin by creating a funded plan focused on building customer loyalty. Realize that your customers will be loyal to you, not your product. This loyalty requires relationship, which requires intentionality on your part. So, think about ways that you can connect on a personal level with your customers. Learn little details about their lives that will make a difference, such as when their birthday occurs. Communicate transparently with them. Give them personalized deals on your product. In other words, see your customers as people, not dollar signs.

The Difference a Personal Connection Can Make

A few months ago I walked into a department store looking for some makeup. The sales clerk I approached was very friendly to me. While helping me find the right foundation, she made me feel like I was her new best friend by enthusiastically asking questions about my life. She found out that I had a really stressful week coming up, so she penciled it into her calendar and told me that she would call during that week to see how I was doing. When I walked away with my merchandise in hand, I felt more than satisfied with my sales experience. I felt blessed by it.

What this woman did was make me feel special. My whole week brightened just because of our interaction together. I look forward to buying more products from her in the future, and I have no desire to find another vendor.

If companies made it their goal to bless people with remarkable service, then their customers would be much more than satisfied. They would be delighted and ready for more.

1. Flexibility

As a small business, you have the ability to move fast. Without the bureaucracy of larger companies, your business can adapt and change quickly to stay ahead of the competition. The key is staying in the “know” so you can make changes well before your competition.

2. Listen

You have the time and capability to listen to your customers, employees, and other competitors. Sending your customers surveys will give you valuable feedback on ways to improve your business. Listen to your employees’ input and you will find some of the best ideas for your business. Evaluate other businesses and find out how they are changing and growing to keep up.

Many big companies have lower-level account executives, so important information can get missed. You, on the other hand, give your clients access to the executive level much more efficiently. Leverage this fact and don’t be afraid to let your customers know you listen more carefully and can respond more aggressively.

3. Focused Marketing

Your business must have a well-planned marketing strategy. You have to get your name out there. Be creative and use every avenue available. Make sure your branding is excellent with words that stick.

You may have to focus on specific niche products and services while your bigger competition takes a more general approach. That’s okay. You can use this to your benefit so long as you are aware of what your competitors are doing.

4. Content

Consistently create content on your website that keeps people coming back to your business. Make sure you back up your content with good SEO.

Use the above strengths (flexibility, listening skills, and focused marketing) to develop relevant content that your customers want. Deliver it using blogs, newsletters, and traditional print campaigns like postcards and flyers.

5. Research

Make sure that your marketing strategy is working for you. Do keyword research and find long tail keyword phrases that give you an edge in Internet searches. Evaluate your in inbound marketing strategy to analyze all the work you are doing. What is bringing in the most people and the most money? Find your weaknesses and improve on them. You have the benefit of fast research capabilities while bigger firms often have to bring in 3rd parties to discover opportunities.

6. Social

Be very social, friendly, and personal. Start a blog and use social media to connect with your clientele. Tell your story to show your customers who you are and where you are going. Make your business real and honest to your competitors and use your size to your advantage.

Big businesses can do the same thing, but it’s easier for a small business to keep that owner-client relationship. Take advantage of this while you can. It won’t be long before you have to hand this aspect off to staff.

7. Learn

Invest time to learn something new everyday. The business world is always changing, so stay ahead by reading, listening, and finding out what is going on in your market. As you see game-changing news or technology, use the above strengths to leverage these for your firm faster than the competition can.

8. Excel

Be the best at what you do. Spend your resources to make your products and services go beyond the competition. Hire incredible employees, have excellent customer service, and make your business a great experience. Larger firms have to diversify, but you can focus.

Connecting

First, newsletters allow your business to communicate often—anywhere between weekly to bi-monthly—with all types of customers. Regular, consistent communication is key.

Your business can reach out to interested and potential customers by capitalizing on website traffic. As customers visit your website, encourage them to sign up to receive your newsletter. An e-mail every week will update them on your company and help them get to know you.When customers know what is happening at your business, they will be more likely to buy products from you.

Current customers will stay updated so that they do not forget about you, lose your information, and miss any of your new products and specials. Potential customers will have an avenue to learn about your business without putting forth too much effort. Your readership base will become an essential part of your company that you can easily interact with to strengthen your business.

Building Credibility

A business’ ability to write and publish a consistent newsletter builds trust and professionalism. Customers will get to know your business and be more willing to trust you. Then, customers will consider your business as they think through whom they want to buy a product or service through.

Make sure the newsletters are relevant to your CUSTOMERS, not just back-patting your firm. Keep up-to-date news and information the centerpiece and you’ll build credibility with customers. Anything from how-to articles, reviews, employee stories, or any other helpful, informative, or inspirational piece relevant to your customers is great content for your newsletters.

Send your offers, discounts, and other deal announcements in a separate newsletter from your informational email newsletter. This benefits you and your customers in two ways: 1.) you can allow customers to choose which type of emails they want to receive (none, one type, or both types) and 2.) it maintains your credibility as a company since customers always know exactly what they will be seeing in your emails.

Advertising

Once you have established a newsletter, you can begin to sell ad space to other businesses. This is an easy way to make a newsletter even more worthwhile for your business. Of course, this should be very carefully balanced. Look for advertisers who would benefit your readers. And monitor your emails carefully. If you notice an increase in unsubscribes as you start adding in advertising slots, then keep your advertising to your website instead.

Of course, you may only want to advertise your own products or services. If so, then do as already suggested above and keep your advertising emails separate from your informative email newsletters.

Spending some of your company’s resources on writing and publishing a newsletter can give you an edge. Just make sure you keep your customer in mind with every publication. As soon as a newsletter becomes all about you, the unsubscribe button becomes very inviting.