Direct mail is a highly effective marketing technique that delivers sales revenue in a short time frame.
Some direct mail is poorly conceived and so does not achieve its potential.
[WARNING – this is not always true].
I received three mailers from a printing firm which serve as a great example of a campaign that could have been much more effective with some pre-planning working with an expert in direct mail campaign structure such as us.
Direct Mail campaign structure
Using a mailing list of marketing agencies, three print pieces of DM were posted out.
The copy promoted “digital by nature” and a new world of digital printing.
- Each card had a number to show where it came in the sequence
- Each one showed different paper colours front and back
- Each card had the print specifications for the front and back detailed which was cute
- All print was beautifully executed
- The 3rd card showed how to set up artwork to work with digital White Toner
- The 4th card showed how to set up artwork to work with digital Clear Toner
- I did not receive the first card so the campaign opener was lost
- My agency does not buy print or do graphic design, we are not a good prospect for this service
- No landing page for the campaign on the website
- When I first visited there wasn’t a mention of the campaign on the homepage, there is now.
- This goes to a landing page which has the wrong link in the contact us button.
How I would have improved the campaign
- Combined telephone canvassing with direct mail
- Checked the database by phone first asking one question “Do you design for print?”
- This would have reduced the downstream print and mailing costs, focused the campaign
- Published a landing page URL on the collateral
- Tested all the links so the contact us URL was correct (it currently references the same page it’s on)
- Included a “behind the scenes” video to show the inside track of the skill Valley Print used to create the mailers and the challenges they faced e.g. printing white on black for the envelope
- Used a courier delivery not NZ Post to improve delivery success
- This is particularly important for a posted print direct mail series
- Followed up by phone with
- an invitation to watch the video
- stay in touch
- subscribe to news updates
- further qualify for future work opportunities
- This would have built a mailing list, fully up to date and ready for in-house new business sales team to continue to work in the coming months
- Planned follow up campaigns including more of the excellent tutorials for designers
Ready to talk direct mail with us?
Give us your challenge and let the creative team loose!
It’s January – we are back from the Christmas break and many firms are still on a skeleton staff. Some are back full time – but we’re all filled with the pressures of a new year – new marketing plans, new services, new products.
For most of us, we’ve already forgotten the marketing we did in December. But we shouldn’t.
Because many websites are now inaccurate, out of date or just plain giving WRONG information.
Here’s a good example I called up today. I got their “out of hours” telephone answering recorded message. It is past the 9th January and nobody’s home…. cooeee…..
So if you have a holiday closure message on your website – get that fixed up and corrected pronto.
Copyright dates on website footers are another culprit. Some are obviously years out of date and others still say 2016
It doesn’t have to be this way!
Website CMS systems mostly offer automation services which allow you to set future dates to un-publish pages and posts. Take a read of this explanation of how to “expire” a WordPress post using the WP Post Expirator plugin. Set a future date at which the post will stop being visible – you can choose whether to return to draft or to delete the post.
Use code to update dates
Here is the code to insert into your footer to ensure that the copyright year automatically rolls over on January 1st. Get it pasted into your website FAST.
Better marketing processes
Of course, fixing up your mistakes now is fine – but wouldn’t it be better to not have made them in the first place?
How about you set up reminders in your calendar to nudge you to manually remove or unpublish information?
Get those plugins and extensions installed so the work is done for you by machines.
Or pay an outsourced marketing consultant like Creative Agency Secrets to do it for you.
Happy new year – and if you’re in need of some marketing and new business year planning, come to our Auckland workshop on 26th January.
Your website is a valuable marketing asset.
So it makes sense to invest in its design to make it better for potential prospects. In fact, many of the largest companies pour a tremendous amount of resources into their websites. Because even a single design can have a dramatic impact on conversions and bounce rates.
But it is also important to remember that a simple design is key to driving conversion goals.
Cluttered designs with poorly contrasting colours only serve to confuse visitors. Your website design should be readable and easy to understand so that visitors have an intuitive sense of what to do next.
One way to create a more enjoyable browsing experience is to implement whitespace. The use of whitespace is perhaps one of the most important elements of web design. Yet there are still a countless number of websites that look like an infomercial with elements that bombard new visitors.
Here we look at whitespace in more detail and how this simple design principle can boost engagement on your pages.
What is Whitespace?
Whitespace refers to negative space, or the empty space between elements on a page such as images and text. In other words, whitespace is the portion on page that is not filled up. Although it is called “whitespace”, the empty space can actually be any colour such as black.
Perhaps the best example of whitespace is Google’s homepage:
Other businesses including Dropbox make ample use of whitespace on their sites:
Now contrast those two examples with this website:
It is not immediately clear what the business offers or what actions visitors should take.
Just with a simple comparison, the advantages of a clean design is immediately apparent. Whitespace may seem like a waste. But as we have seen, it can be used to great effect and keep visitors on the page longer. And this can ultimately mean the difference between exceeding sales goals or struggling to meet them.
Why Whitespace Matters
Whitespace is advantageous for the following reasons:
- Improved legibility: Nothing is more frustrating than landing on page with text that is too small or with minimal line spacing. Improved legibility is one obvious benefit of whitespace. Just by adjusting line spacing and adding more space around images can help visitors better understand what they are reading. This is key to boosting engagement and reducing bounce rates.
- Ability to highlight CTAs: Imagine if Google’s homepage was filled with links to other pages or other elements such as banners. Both would likely have a negative impact on the number of search queries, which is the last thing that Google would want. Making use of whitespace then is a great way to highlight call to actions and get visitors to take a single action.
- Creates a lasting impression: There is a reason why some of the largest invest heavily in their website design. Because online users are quick to make impressions based on what they see. Whitespace is especially important as it adds a sense of elegance to your site.
Less is more as whitespace can really make a difference in terms of your website design.
A clean interface makes it easier for visitors to immediately grasp what a page is about and what actions to take next. The goal for any website is to keep visitors engaged and generate more sales or leads. Whitespace helps to achieve those objectives.
The use of ample whitespace is a basic web design principle that can dramatically improve your website performance in terms of conversions. So take a closer look at all the aspects of your website to identify how you can make your design simple and uncluttered.
What’s a typical response rate for highly personalised B2B direct mail? What provider would you work with? I’ve heard of Enthusem and Pebblepost.
It’s a well designed card with their logo, name or website on it.
Your response rate for B2B direct mail depends on a couple of things
- What you’re selling and whether the recipient has heard of you or has the need right now for your product/service.
- If you are already known, you can get response rates over 10%, particularly if you are trusted.
- One way to improve your “response rate” is to do a follow up by telephone to check they got the message and to elicit a reply verbally.
- You will get the best results by working with someone experienced in Direct Response Mailings. This is a skilled position – do not expect high % returns without expertise in creating the mailing asset. If you’re inexperienced buying direct mail services, I suggest meeting a few agencies for a “Chemistry” meeting where they will show you their work and ask you about your business needs. This will educate you about the process and likely outcomes.
Lastly, both the services you suggest seem good, I’ve not used them. But a competent Direct Marketing Agency (like Creative Agency Secrets) will do a similar job of customised direct mail pieces as these businesses. Which may be much cheaper. It depends on how big your database is as to which is a good / cheap option.
Click on the icons to see more posts in each category.
My philosophy of marketing is that every part of your marketing toolkit that you’ve spent money developing should be working hard to generate sales for your business.
Creating a strong visual identity is a given. But what about extending it into other marketing areas?
We have been experimenting using content marketing to reinforce visual identity branding and the USPs (unique selling points) and key points of difference of the brand. Here’s how.
Your business philosophy
When applying content marketing tactics we find that the effectiveness is enhanced when the content is aligned with either buyer personas, pipeline stage, business philosophy or point of difference. These all help to bring a prospect closer to purchase.
A strategic marketer will help you define a positioning can demonstrate continual advantage and which you can defend against competitors.
Helping your prospective clients to recognise this positioning and then to relate their experience or their expected buying experience to it is the job of the tactical marketer.
Once you’ve established the philosophy positioning, identifying each part with an unique visual identity or icon is a neat way of enabling the customer to recognise elements in your content marketing and their relation to each other. From this, they can navigate to find other related content pieces on the same theme or topic.
Case Study – the sports coach website
This client identified five buyer personas and now has a unique landing page for each one. Their website has over 20,000 pages because they have been blogging since 2007. This means new visitors find navigating the site challenging. We identified a deep resource of ‘evergreen’ content which was not getting traffic and so not getting read by visitors. From this we evolved a segmentation strategy built around a landing page and a visual icon for each visitor type.
The landing page includes links to the most popular evergreen articles and also gives guidance for the visitor on where to look for similar content.
Case Study – the marketing agency
At Creative Agency Secrets, we have 8 icons which are all steps in the new business development process. On the blog sidebar are our list of categories – the first eight are numbered and each relates to one step in the process.
Working on our own blog, we needed to reduce the bounce rate and encourage deeper browsing. And so we leveraged our 8 Step New business Development Process. This identifies a clear set of stages for a tactical marketer and a framework for their marketing year planning. Each stage has a small icon and links to all the blog posts written about that topic.
It’s easy to read, easy to cross-link articles and also to reference more than one icon in each blog post.
Case Study – the financial advisor
Selling services is often harder than products – defining a clear point of difference is even more challenging for the marketer. Collaborative Consulting was set up in response to the same-ification of the financial advisory marketplace. The founder, John Milner, uses his long experience to advise clients differently from others – he calls these the Six Max Factors. And using a simple graphic, each one is named and ordered.
The goal is to enable readers to become familiar with each icon so they quickly recognise them and can relate to the marketing content more easily.
This tactic will serve to reinforce the firm’s investment philosophy, remind readers why they chose Collaborative Consulting as their advisor and set the firm apart from competitors who are less explicit about the foundations of their advice and investing activities.
How to spot an opportunity to use icons
The key insight a marketer needs to bring to using logos as a sales device is to discover
- Is the company able to articulate its USP?
- Can you split that USP into several subsidiary elements?
- Does your content marketing strategy allow the use of visual and written elements?
- Can you measure changed customer and prospect behaviour as you make these changes?
That’s a great starting point – off you go!
Is your website consistently driving results for your business? Is it adaptive to changes on the web? With rapid advances in website technology, design and function have evolved, bringing a new set of expectations to your visitors. With these expectations and advanced features ultimately affecting the success of the business online, being able to respond effectively is essential.
We’re not saying a complete rebuild of your website is necessary every 12 months, but minor tweaks, layout improvements and updated content are just a few ways to keep your website fresh! The needs of your website, or at least how people use it, will likely change throughout its life. Being able to respond to that change is essential for maintaining customer engagement.
It can be a daunting process. To make it easier, we have created a list of suggestions to ensure you unlock your website’s potential.
7 ways to keep your website relevant
1. Build your site on a Content Management System (CMS) – such as WordPress, Drupal, SquareSpace.
This is single-handedly the most important piece of advice for a business with limited web-dev resources. An advanced CMS platform offers huge freedom to customise content, compared to one that was hard-coded. You can easily swap bits in and out, and if you have a decent understanding of the system, make simple changes to the whole visual layout, without having to spend hundreds (or thousands) hiring a developer. Most CMS platforms offer an intuitive interface which removes the need to learn HTML too. This can be a real time saver, if maintaining the site is not your fulltime priority!
With an increasing number of web visits coming from mobile devices, ensuring your site is responsive to different screen sizes is absolutely essential too. Many CMS platforms offer mobile responsiveness. If yours isn’t, you’re already way behind the game!
2. Observe how your visitors use your website
Analytical tools such as Google Analytics + Search Console provide an incredible amount detail and invaluable insights as to how people are actually interacting with your site. Goal tracking, a powerful feature of Google Analytics analyses the effectiveness of particular product channels and sales conversions. Set up correctly, it makes it easy to pinpoint where customers are dropping off or what is triggering purchases. This helps to outline where you can improve your sales channels to maximise conversion success.
Analytical software allows you to observe a range of other insightful trends too: Are there large blocks of text that are being ignored? Are your visitors finding what they are looking for? How far down the page are they viewing before losing interest? Thanks to tools like SumoMe and Crazy Egg, we can gain a much deeper understanding of how visitors are using our website. If nobody pays attention to that beautiful full width banner, is it worth having?
Making your site as easy as possible for visitors to use is essential for ensuring they become customers. The likes of Google Analytics are free to use, and most paid versions of software offer free or limited period trial versions. There’s no reason why you shouldn’t be looking into them!
3. Interpret and respond to your analytics
If the majority of your traffic is ignoring your featured product, swap it for something else! If they are searching for an FAQ, make sure it is clearly visible from the homepage! Are visitors dropping off before they reach your call to action further down the page? What can you change to ensure they all see it? If they aren’t scrolling through, it is time you spent some time reworking your site’s layout.
4. Make sure your audience can find you
A lot of the work here comes back to your SEO (Search Engine Optimisation). Are you using the right keywords for your brand/offering? What words are people using to find your product/service? How do you rank in searches? One way to influence these variables is through regular, targeted content. Publishing blog articles or (even better) video material is an easy way to give visitors a reason to keep coming to your site. This in turn, boosts the value of your SEO. Don’t stress if you can’t maintain a schedule of posting each day either. If you have a big catalogue of material, drip feed it out over the course of the year. Maintaining a steady rhythm is far better than dumping 20 articles all at once. Consistency is the key here!
5. Do the words on your site clearly describe what you do?
It’s one thing to write for the Google bots that will crawl your site and determine where to show you on search, but at the end of the day, decisions are made by humans. If your visitors are browsing your website desperately wondering what it is exactly that you do, chances are they are going to move on pretty quickly. No amount of keywords will help if your message doesn’t make sense. If you don’t have the time or the confidence to write your own copy, it’s highly worth getting someone to do it for you.
6. Give your visitors a reason to trust you
Real life testimonials from customers who have actually purchased or worked with you can make or break the decision to buy from you. There are a number of places where these can come from – Social Media pages such as your Facebook page or your Google My Business page are just two, but there’s nothing stopping you from replicating them on your website (with their permission of course!). Displaying customer logos (if your work is B2B) is a great way to showcase your brand’s credibility.
7. Make it easy for your visitors to take action
Whether that action is in the form of purchasing something from your website or filling out a contact form, it’s absolutely vital that you make it as easy as possible. The less hoops prospective customers have to jump through to get what they want, the more inclined they will be to take action. If you have hyperlinked text as your call to action, consider substituting it for a big eye-catching button. The call to action is the main objective of your page, why hide it?
If you are not sure what is and isn’t working, or if you know your website needs a bit of a touch-up, talk to us – we are the experts!
The answer, is a new business development plan. That’s a month by month chart of marketing promotion activities. It includes proactive marketing that builds up your business profile which leads to enquiries which become sales. It’s a continuous cycle.
Join us for in a business development planning workshop on November 12th 2016 to write your own plan.
This workshop is for business owners and managers who are responsible for finding new clients and growing revenues. It will show you the practical, tried and tested techniques that the Creative Agency Secrets team uses for its clients.
You will learn:
- How to create a unique company profile.
- A check list of marketing activities .
- New business pipeline analysis and tracking template.
- What you need to do to get better known in your industry.
- Learn relationship building for getting and keeping long term clients.
- How to spot opportunities for new business sales.
- The business process that delivers leads.
- What to measure to track progress.
Each attendee will take home a high level plan for their business – planned through the year with month by month activities.
Don’t take our word for it…
“I thought it was great, enlightening and thoroughly enjoyed the ideas. I also appreciated all the little things that can be done and those things that don’t take money but have a big impact. It was great and I thoroughly would recommend it to all business owners looking to expand business online.” Julie Soboil, co-owner, Hushamok
“The business sessions with you were very good – reinforced my thinking but was given expert and very helpful and thoughtful information for me to digest. Although I am very aware of the importance of social media, I also realise that I am behind in using it so need to make time to get up to speed.” Helen Mitchell, Managing Director, Anti-aging World
Can I join the class?
Sure thing – we have 6 places available.
Price: NZ $500.00 + GST
Venue: Studio 74D France Street, Eden Terrace, Auckland 1010
Date: November 12th from 9.30 am to 1.30 pm.