Email Campaign Marketing Should be Timely and Seasonal

Posted on April 12, 2013 by admin

15116808_mIf you’ve ever worked in retail you know that there is a constant rotation of product. Shorts and bikinis come out before spring hits and winter coats are on the racks amidst a heat advisory. It’s all about timing and your business should be no different.

Think about it, in April are you more likely to open an email about tips to eliminate crab grass or an email about what to do with leftovers after Thanksgiving dinner?

More often than not there is a holiday or season to offer a clever angle for email campaign marketing. In this article, Brafton, an online news and content agency, offers some insight into email campaign marketing where the focus is similar to that of better website content: trending topics.

Often times, customers want to feel like they are a part of the business. They want to learn something new each time they visit the company’s website. In a recent study by Elite Email, the research company discusses a lawn care company that catered its email campaign marketing to late winter and early spring got optimal results. The company had an eight percent increase in open rates and 11 percent higher click-through rates, according to the report.

Elite Email data shows a direct correlation between seasonal topics and the draw behind email messages. If you can consistently fill your site with fresh, relevant content and then share those same topics using email, imagine the readership you could generate. These are great ways to get subscribers to convert from their regular newsletters.

This is why it is so important to offer timely content on the website and follow up with email campaign marketing during each of those periods. The same trending topics that boost website traffic can also improve your email campaign marketing. Knowing the seasonal ups and downs of your business will not only attract more site traffic but get you more open and clicks from email campaign marketing.

A final suggestion: In the months ahead there will be tax deadlines, Memorial Day weekend and the end of school years not to mention proms and graduations. Depending on what kind of business you have, there is a news hook in there somewhere. It’s okay to be creative and invent a crafty way to get customers to open and click through your emails.

 

 

 

 

 

 

Posted in Consistent Customer Communications, Content Marketing, Email Marketing, Newsletter Marketing, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , | 2 Comments

Inject Your Branding Ideas into a Successful Content Strategy

Posted on April 11, 2013 by admin

18374861_mWhen it comes to content marketing, it’s so easy to get the cart before the horse so to speak. Having the greatest branding ideas in the world isn’t going to help if you don’t have a clear strategy to get your point across in a cohesive fashion. A solid content plan must precede action, otherwise consumers are left feeling confused, wondering who you are and what you have to offer them.

One mistake that marketers commonly make is forgetting that all content, both on and offline, must be consistent to properly tell the brand’s story. Therefore, all branding ideas must come into alignment regardless of what media channel is used to convey them. Social media campaigns, community events, and customer support, etc., can all help hoist your brand in the minds of consumers and incite conversations if executed properly.

To effectively get your branding ideas across, this blog featured at the Content Marketing Institute suggests putting on the mind of a media company. First, organize a diverse editorial team, including members from outside the marketing department. Then, give your contributors specific roles and establish a workflow for releasing content at the right time and place to the right people. Having the right technology is also key to this process, and some technologies even have pre-created workflows in place. Finally, set up a real-time command center to monitor feedback, engage with consumers, and identify market opportunities.

Content marketing is largely successful at breaking through the clutter and relaying branding ideas because of its ability to relate to the consumer through storytelling. Your content narrative should encompass aspects such as consumer pain points and interests, foundational issues of the brand, outside perceptions of the brand, keywords for search engine optimization, and past content performance. An editorial calendar can also be a helpful tool to organize content across various channels including marketing and events, positive customer feedback, third party information, and consumer support programs.

More questions about how to turn your branding ideas into a successful content strategy? Contact Susan J. Campbell Copywriting Solutions.

Posted in Blog Writing, Brand, Consistent Customer Communications, Content Marketing, Copywriting, Email Marketing, Marketing Strategy, Mobile Content Marketing, Newsletter Marketing, Online Marketing, SEO, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , , , , | 4 Comments

Benefits of Using a Social Media Marketing Service

Posted on April 10, 2013 by admin

14603639_mIf you maintain a presence on social media, then you know how tricky it can be to assign a value to your efforts. Do more likes on Facebook necessarily translate to higher sales? While answering such questions may not always be simple or straightforward, a social media marketing service can put a proper strategy in place to help quantify the worth of social media campaigns to ensure they are a worthy investment.

According to this Search Engine Watch article, a good place to start is to ensure that social media initiatives tightly align with business goals. Too often companies dive in to what they’re going to do without first fully considering what it is they’re trying to accomplish. In fact, eMarketer Report reveals that as many as 4 of every 5 marketers focus on tactics before examining actual goals. A social media marketing service can help you avoid this mistake.

A social media marketing service can also aid your company in mapping out a workable plan that addresses the key issues of 1) why you’re using social media in the first place, 2) what you hope to gain by it, and 3) how you will meet your set objectives.

It’s important to initially define the scope of your social media campaign. Will it be used for sales, promotions, customer care, IT, research, or something else? Every department has different goals that will dictate how the medium is to be used. Each departmental initiative should be incorporated into the final strategic plan.

Ask yourself, what do we want to ultimately gain? Determine your overall purpose and what you hope to accomplish. A good rule of thumb is to set between 4-8 goals that you’d like the campaign to help you achieve. A social media marketing service can aid in setting workable goals, which should take into consideration internal workflow, customer and financial issues, and opportunities for growth.

Finally, it’s important to set tactics for how goals will be achieved and decide what metrics will be used to gauge the success of individual tactics. Need some advice from a social media marketing service that’s been-there-done-that? Give us a call.

Posted in Consistent Customer Communications, Content Marketing, Marketing Strategy, Mobile Content Marketing, SEO, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , | 1 Comment

Be Our Guest: Tips to Share Your Events Online

Posted on April 9, 2013 by admin

9041468_mGot something going on? You will, if you work with these simple tips for helping get your invitation into the right hands and to get the right audience to respond.

From special events at your business, to webinars or online discussions – and even special one-time sales that happen online or in the store – there are numerous ways to share your event online. Sharing your event online doesn’t have to be impersonal or seem random; with some strategy, you can place your event information into targeted audience areas and encourage them to help you share that info.

Try LinkedIn. LinkedIn offers an Events page and area where you can tell your group of connections all about your event and invite them to share.
Blog it. Share your event online through a fun blog that describes what visitors can expect, and encourages them to take the next action step. The action step can be a link to a registration page, a link to your website page about the event or it can encourage them to share it on their own Facebook and Twitter networks for a perk.
Facebook Events Tab. Try a Facebook iframe (or tab) specifically for your event, as well as creating a true Facebook Event and notifying selected fans of your business. This also gives them a next step – the chance to say yes, no or maybe. Don’t forget to respond to their feedback, including a “thanks, catch you next time” response if they decline your invitation.
Ask the right questions. Post a question about who is attending on your Twitter feed and your Facebook status. Ask people what they’re most looking forward to. Ask afterward what they liked best.
Partner up to share your event online. Email online publications, online news sources and related bloggers and ask them to share your event. You can offer a shared link to their site in return.
Create a photo gallery for it on Pinterest. Create a Pinboard for your event, with images that not only tell people what to expect but also have the date, time and place placed directly on the image. The Pinterest link can feed back to your event page information on your website.

A final suggestion:  The best event marketing happens, for the most part, in the pre-event planning phase. Be sure you’re ready for posting events by building them ahead of time into your content creation strategy and your editorial calendar. Guests will feel more like guests when you know exactly how you want to share the information, allowing it to be connected seamlessly across the places where they are already talking with you and your organization.

 

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Monday Morning Coffee with Meierhoffer Funeral Home and Crematory

Posted on April 8, 2013 by admin

swansWhat can you learn this morning from a success story about a funeral home?  A great deal, especially when it comes to listening to customers. 

Meierhoffer Funeral Home and Crematory may sound like an odd choice for your Monday Morning Coffee, but the services this organization offers will surprise you. Their team is proving that success means honoring long-held family traditions, while delicately blending these with the convenience and tools offered by modern technology.

Founded 115 years ago in St. Joseph, Mo., Meierhoffer offers the name recognition and trust a large northwest Missouri audience has come to know and appreciate. Brand names don’t get stronger all on their own, and Meierhoffer has continued to work toward maintaining a top reputation among consumers. How?

The focus for these efforts has been expanding services and reaching out to address what families want and need, both in death and life. They have an ear for listening – as evidenced by the recent addition of a full-service flower, card and gift shop and a new pet memorial area. Meierhoffer is providing resources online for grief and healing, as well as Certified Celebrant Services. These professionals meet with the family and listen to the memories and stories that are shared, and then create a custom funeral experience around those memories. They can create a personalized Life Tribute, including printed materials and a slideshow or other materials to help honor and celebrate a loved one.

In terms of brand recognition and message, Meierhoffer Funeral Home and Crematory was one of the first in the region to create a consistent logo and use it on the obituary news page for every family they are serving, helping to strengthen the overall impression of the organization daily. The logo itself reflects a community-based focus with the popular swan image. Dozens of families stop at the Memorial Park to feed the fish and view the swans, which serve as both a symbol of hope and represent a more full-circle approach to the way the organization serves local families.

Through Facebook, Meierhoffer is also building a network that helps share in the grief process together, as well as encouragement and advice toward common questions people have about planning and preparing for funerals. The community room and gathering spaces at Meierhoffer are available for family members to celebrate a loved one’s life together, complete with catering and meal planning options that are available on short-notice. The space is also available for community meetings and events, which serves to build stronger relationships with consumers  Regardless of your organization’s product or service, this is a good example of offering a value-added service to set your organization apart and address an unmet need.

Today Susan J. Campbell Copywriting Solutions recognizes the work of Meierhoffer Funeral Home and Crematory to listen to what families need, and then respond in very tangible ways – all while continually building upon their brand name and the reputation it conveys.

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Small Business Case Studies – an Educational Way to Promote your Brand

Posted on April 5, 2013 by admin

14237936_mIn the quest to refine the future of your brand, sometimes it’s helpful to look back at the past – the past of others, that is. The process of examining small business case studies allows us to review what went right or wrong without having to take the risk ourselves. And because they’re usually written in story format, small business case studies are typically a fun and interesting read.

One Search Marketing Standard blog compares reading small business case studies to a reality show for small business. Only instead of watching Kim K’s wedding crash and burn after 72 days analyzing what went wrong, one could expect to see the written equivalent of a problem that might be featured on the likes of Tabatha Takes Over, Ramsay’s Kitchen Nightmares, or Hotel Impossible.

That’s the beauty of small business case studies, one can indulge in and learn from the business decisions of just about any type of business, from the small corner store to the large enterprise. The process is the same – analyze the situation, identify the issue, outline measures taken to address the challenge, and provide business advice for those coming afterward to avoid repeating the same mistake.

As Search Marketing Standard points out, the only way to be duped by small business case studies is to get sucked into a sales ploy advocating outrageous claims that can’t be substantiated. But with anything it’s important to exercise a critical eye, and with a little discernment, case studies can provide a lot of helpful tips for overcoming common roadblocks.

Using a blog to feature small business case studies that tell how a particular product or service benefited a company can be a great source of marketing. As an example, the Official Google Blog now showcases how its various products have aided entrepreneurs in achieving success.

Small business case studies are a creative and interesting way to tell your story. To find out more, give us a call.

Posted in Blog Writing, Brand, Case Study, Content Marketing, Marketing Strategy, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , | Leave a comment

Take Keyword Branding Ideas to the Next Level

Posted on April 4, 2013 by admin

18138253_mIf you’ve ever been criticized for wearing something that’s not in fashion then you know how quickly consumer preferences can change. Keeping abreast of the latest marketing developments is no different – trends evolve on a whim, and an ill-timed approach could result in lots of wasted money. When it comes to maximizing your return on investment, it definitely pays to give a little attention to what’s hot – and what’s not.

This Forbes article provides some insight into how to keep your brand forward moving throughout the rest of 2013. Follow these tips to stay on the cutting-edge.

#1. Create an Experience. Essentially this entails making your brand come to life so that it forges a connection with people. All branding elements should stand out in the minds of consumers. Keyword branding ideas need to engage the senses, conjure emotion, and provoke thought and action.

#2. Get Visual. The rise of platforms such Instagram and Pinterest shows the importance of photos, images, and all things visual. Take your keyword branding ideas and build them into videos or showcase them with pictures to make them pop.

#3. Build Integrity. Consumers buy from brands they trust and tell others about those they don’t. With the highly public nature of social media, it’s ever more important to be transparent, honest, trustworthy, and accountable for all interactions. With integrity, even a bad situation can often be turned around.

#4. Leverage Data. So many programs are available today making it easy to access consumer data, information about how your brand is performing against the competition, and how effective campaigns are in general. Use them!

#5. Hone your Content. Strengthen your voice with content that is intentional and goal-oriented.

#6. Embrace Social Responsibility. Take your keyword branding ideas and connect them with a bigger cause. In other words, intertwine your cause into your positioning strategy. It’s no longer “nice” to be socially responsible; it’s expected.

Ready to convert your keyword branding ideas into major marketing opportunities? We can help.

Posted in Brand, Consistent Customer Communications, Content Marketing, Marketing Strategy, Pinterest Content Marketing, Social Media, Social Media Marketing, Uncategorized | Tagged , , , , , , , , , , , , , , , , , , , , | 2 Comments

The Many Faces of Webinar Marketing

Posted on April 3, 2013 by admin

7155123_mThe rapid evolution of technology has altered the way we interact with customers and business partners on a daily basis. Oftentimes there are so many programs that must work together that it can get difficult to manage and keep track of everything. Various software applications from sales to customer relationship management (CRM) must interconnect to allow data to flow freely back and forth across systems – but as we all know, that usually doesn’t happen without a few hiccups. As a result, many companies are turning to webinar marketing to eliminate some of these problems and to provide a better overall service platform.

In this blog post, ReadyTalk, provider of webinar marketing solutions, gives some background on the benefits marketers can expect to achieve with such systems. Because webinar marketing offers the ability to host product demos, borderless audio conferencing, and interactive meetings all from one platform, it’s literally a one-and-done solution. This ability to integrate data from disparate sources has made it an attractive option for marketers who, with limited budgets, want to maximize return their on investment.

Some of the other processes that are enhanced through webinar marketing include automation, data accuracy, and lead generation. Through automation, webinar marketing eliminates the tedious practice of manually transferring data between conferencing applications and other software platforms. Since data doesn’t have to be manually inputted into different systems continually, duplicate data is minimized and there is better data accuracy.

The sales team also benefits because it can host online product demos, which users can access straight from salesforce.com without having to exit the platform. Prospects can even be invited to attend webinar events directly from other platforms. Additionally, webinar marketing is great for follow-up as it allows members of the sales team to track and immediately touch base with those who attended a particular session due to instant visibility.

Webinar marketing gives new meaning to the word efficient by bringing all these applications together under one roof. For more information on webinar marketing and other creative ways to enhance your online marketing strategy, give us a call.

Posted in Content Marketing, Editorial Calendars, Online Marketing, Social Media, Social Media Marketing, Webinar marketing, Website | Tagged , , , , , , , , , , , , , , , , | 1 Comment

The Content Marketing Agency – Teaching the Art of Courting, Content-Style

Posted on April 2, 2013 by admin

11037457_mDelivering content to a targeted audience is a bit like initiating the dance of courtship. Just as with a real relationship, before asking for one’s hand in marriage, it’s beneficial to first establish a relationship rooted in trust. With content marketing there is no hard sell or marriage proposal right off the bat – instead, the content marketing agency aims to woo viewers over the course of time and gain their trust in the hopes of one day sealing the deal. 

This type of approach requires the content marketing agency to get a little creative. In the current era of instant gratification, we have forgotten the hidden art of courtship. This blog from copyblogger.com offers some insight into the pursuit and how to successfully find your way into readers’ hearts.

Ultimately, it starts with a long-term focus and keeping your eye on the prize. Just as with love letters and phone calls, the content marketing agency’s various forms of blogs, articles, video content, etc. are ways of going about getting a particular audience’s attention.

Basic foundational content should continually reveal more about who you are as a brand and address the interests of your target client. Foundational content is important because it constitutes the brick and mortar pieces that are sharable, which constantly direct traffic to your site. A content marketing agency will also want to incorporate material that piques the readers’ interest and helps them better understand topics on a deeper level.

Another goal of the content marketing agency should be to establish your brand as a market leader. This can be accomplished by continuously sharing newsworthy updates with readers to help foster trust and position you as an industry guru. Eventually, your target audience will come to rely on you to alert them of news and the latest trends.

It’s also ok to be a little more direct with your approach. An example of this might be creating content that addresses a common problem and shows how your brand’s solutions have helped to solve it. As long as readers are receiving something of value, they’re likely to continue to listen, regardless if it’s today they buy or not.

To learn more about courting with content, call or click today.

 

 

Posted in Consistent Customer Communications, Content Marketing, Marketing Strategy, Mobile Content Marketing, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , | 1 Comment

Monday Morning Coffee with Downtown Rotary

Posted on April 1, 2013 by admin

bentonclubFew organizations in northwest Missouri carry the level of myth and lore as Rotary Club #32, known as Downtown Rotary.

Members stride in and out of the historic Benton Club every Tuesday, enjoying a meal, fellowship and updates on community service projects both locally and nationally. However, it’s the atmosphere itself of the two-story Southerrn-inspired Benton Club that may be the source of misconception, and sometimes humor.

Many still think old-school images of gentlemen business leaders in suits, smoking cigars and maybe a spot of Scotch in shiny wood-paneled rooms — or deep within the Benton Club at the famous bar area (with an artwork theme and style that’s … well … all its own, you could say). Certainly the Benton Club is the setting of many historical “deals gone down” and business relationships carried out over long afternoons as early leaders mapped out their futures.

That still happens today, but within a totally different environment.

What was in its early years (Downtown Rotary was founded in 1911) a males-only setting is now a welcoming atmosphere for weekly meetings, with an almost equal mix of male and female business leaders, community volunteers and longtime members. Guest speakers each week share insights with the group about new initiatives happening in St. Joseph, and members are always encouraged to bring guests and new members in the doors.

Few may realize the impact of the Downtown Rotary Club and other Rotary clubs across northwest Missouri from a philanthropic perspective. Nationally, there are more than 34,000 Rotary clubs in 200 countries. Rotary itself is more than 100 years old, started in 1905 by Paul P. Harris to encourage local relationships based on service and to recognize ethical standards among professionals. The motto “Service Above Self” holds true today, with the club working toward service projects including scholarships for students, shoes for orphans, youth exchange programs and participation in international relief efforts.

These projects and many others are changing are encouraging a new brand image and face of Rotary, reflecting national efforts to draw in young leaders. Today SJC recognizes and honors the accomplishments and service contributions of this century-old club, and encourages anyone with an interest in “Service Above Self” to become part of the three active Rotary Clubs in St. Joseph.

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