Several prospects have asked me how to set up a direct mail marketing campaign. A direct mail campaign includes the following items. Campaign Strategy Define the target audience, select a message, and write advertisement “copy.” A full-service agency would charge a substantial amount for defining the campaign strategy and message; so many small business owners […]
Always Changing
One day, I will become rich and famous, and then I won’t keep changing my plan all the time. Ha! Who am I kidding? Constantly changing, seeking new solutions, questing for better alternatives, considering superior plans, reinventing myself, and reimagining my processes, are central to my being. That’s who I am. If I got rich […]
Managing your marketing campaign
Effectively managing your marketing campaign brings new customers for your business, and leads to the best Return on Investment (ROI) for your marketing spend. Strategic targeting initiatives For maximum effectiveness, narrowly define your best prospects. You’re looking for individuals of a certain age, with a certain income, more likely to be a certain gender, living […]
When should you invest in brand design for your startup?
It can be hard to decide when is the time you should start investing in the design of a strong brand for your startup or growing business. The scenario is familiar. You’re a cash-strapped startup trying to go big. If your company is like many small businesses, you probably recognize the general need for a […]
Success through Marketing
Success for your small business boils down to the bottom line. You want to increase your profitability. You want to grow your customer base. How can you grow your business? Get more customers and increase your profit margins with marketing. Marketing is the key to business success. Marketing helps you communicate with customers and prospects. […]
Marketing like a Dandelion
The humble dandelion has a lot to teach a small business owner about marketing. Marketing like a dandelion is marketing that is visible and contagious. The dandelion’s vision of a perfect world is a world covered in dandelions. In practice, this may be a bit extreme. In principle, if you are a business owner, be […]
How to Manage an AdWords Campaign
Managing an AdWords campaign to promote your local small business requires forethought and diligence. You must plan ahead; monitor your campaign’s performance; and make adjustments over time. Otherwise, you may find yourself paying for a lot of irrelevant clicks, or missing out on the best clicks. To get the best ROI from your Google AdWords […]
What is the response rate for direct mail?
As with any marketing strategy, the response rate for direct mail may vary tremendously. Factors that influence response rates might include your industry; the quality of your mailing list; the type of mailer you choose to send; the quality of your graphic design; your choice of wording; the perceived value of your offer; and the […]
Who is your target customer?
Appealing to your target customer is the key to a successful marketing strategy. But who are they, and how can you know what they want? Understanding your target audience Your ideal target customer will depend on your business model. To better plan your marketing strategy and other business goals, first identify, “Who are your current […]
How Much Should You Spend on Marketing?
If you are actively pursuing growth for your business, you may find yourself wondering, “How much should I spend on marketing?” It’s a very good question. While the answer depends greatly on your offering, a good marketing budget will help your business grow. Determining the best budget for your marketing efforts will probably take some […]