Welcome to the Talon Mailing & Marketing September 2018 Newsletter.
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Marketing Campaign Ideas for Your Small Business
By Margaret Francis, Semissourian.com
Many small business owners think that they
need to spend a lot of money in order to have a successful marketing
campaign. In this day and age, this couldnít be further from the truth.
Here are some great marketing campaign ideas that you can
do on a small budget.
1. Direct Mail Marketing
You may think that direct mail marketing is dead, but it is actually still
incredibly effective. Keep in mind that direct mail has a much higher
response rate than email. ďDirect mail marketing works because it leaves a
lasting impression,Ē notes Carlos de Santos, president of Catdi Printing.
Nevertheless, itís very important to make sure that the promotional mail
you send speaks directly to your target audience and encourages people to
try the products or services you provide.
2. Email Marketing
When you think about it, nearly every person that uses the
internet has an email address, which is exactly why this type of marketing
can be very effective. Keep in mind that all of your potential customers
will first visit your website and look what you have to offer before
deciding on whether they want to pay for your products or services.
Because of this, itís a great idea to encourage the people that visit your
website to leave their email address, so you can later persuade them to
3. Create an Online Giveaway
If youíre struggling to get new people to follow your social media pages,
you should consider creating an online giveaway. This is one of the least
expensive ways to attract more people and gain many new potential
customers. However, remember that the number of people who will
participate in the giveaway depends on the prize that youíre offering.
4. Publish Quality Content
Your company website shouldnít just contain a list of the products and/or
services that you provide. Instead, it should also have quality content
that is relevant to your industry. If you want to save money, you can
always write the content yourself. However, if writing is not really your
thing, then you should consider hiring someone to do it for you.
Itís also a good idea to share posts from other pages in your industry on
your social media accounts. When people start seeing that they can find
relevant information on your website, they will start visiting your pages
5. Social Media Marketing
Most business owners are aware of just how important social media
marketing is. Having a presence on social media will not only help
increase traffic to your website, but it will help improve your search
engine rankings as well. The social media platform you choose depends
largely on your target audience, so make sure you spend your time on the
6. Have a Presence on YouTube
If you make good videos and have a bit of luck, you can become a YouTube
star. However, know that you donít even need to have a lot of subscribers
or views to get more customers. You can simply make some instructional
videos and explain your products or services to viewers. On top of that,
you can also make videos containing news about the industry youíre in.
7. Search Engine Optimization
Search Engine Optimization (SEO) may be intimidating to you, but itís very
important that you understand just how positive of an impact it can have
on your business. Keep in mind that if you donít get how it works, you can
always hire someone to improve your rankings.
8. Coupon Deal Websites
No matter the type of product or service youíre offering, you can always
use coupon deal websites to promote your business. This is especially a
good idea if youíve started your business just recently and are searching
for new customers.
Things to do if Your Business is Struggling
Some or all of the causes below could
be the problem. If so, here's how to turn around your struggling business:
Whether or not you like it, if you are an entrepreneur you
are in sales. You have to sell your product or service somehow or you
wonít make money. If you are scratching your head on why things are not
working as planned, take a moment to review your marketing strategy and
your overall business to find the source of the troubles. This valuable
exercise can help turn around a struggling enterprise or help launch a
growing business to the next level. Follow along and put on your thinking
cap for ideas to turn around your business.
1. You are not Marketing Right
If your business is struggling, the first place to look is your marketing
strategy. If you have a valuable product or service, you might just need
to push forward with your sales efforts. This could mean tweaking existing
marketing strategies or adding entirely new ones. For example, you might
want to add online search advertising, in-person networking, or something
else you are not doing today to jumpstart your sales engine.
Look at similar, successful businesses and examine how they advertise and
handle promotion. Also look at the advertising methods that work best on
you. What convinces you to make a purchase? If you cannot convince
yourself, you certainly wonít be able to convince a customer.
2. Your Product or Service Doesnít Meet a
Maybe you have the idea for the best widget in history, but people donít
really need widgets. It is very rare that a product or service creates a
new need. iPhones turned the smartphone market into a need for many
people, but we all know that story because of the iPhoneís massive
success. If you are struggling to sell something incredibly new or
innovative, it may be something people donít need or want.
If this may be whatís ailing your struggling business, you are not left
without options. Conduct some market research to find out how your
business is perceived and identify opportunities for improvement. A focus
group or marketing survey might show you an easy problem to fix that you
hadnít thought about. It may also take you down a rabbit hole of even more
questions. But if no one seems to want what you have to offer, it is
important to understand why.
3. You have Too Many Competitors
Restaurants are a tough business for many reasons. Between regulations,
razor thin margins, and changing customer preferences, a huge number of
restaurants fail. But there is another reason restaurants struggle more
than many other businesses: they have too many competitors. People can
cook at home, order take-out or delivery, or go to another nearby
restaurant. Even if one restaurant serves Italian and one serves Chinese,
they both sell prepared food as a service. That means big competition.
Some other industries are ripe for competitors as well. How many plumbers
does one city need? Or how many guitar teachers? Or how many lamp stores?
In some cases, nearby competition isnít so bad. But it may be whatís
causing your businessís biggest struggles. If this is the case, consider
the market, including online competition, and how you can better
differentiate yourself to stand out from the competition.
4. Your Product or Service Costs Too Much
A friend used to sell high-end luxury menís razors on Amazon. His product
allowed him to stand out from the competition, and for a period of time
his biggest concern was pricing. He kept pushing the price up and up to
test the limit of customer demand, and eventually, he hit a point where
sales took a quick drop. Competition aside, he ran into a quandary in the
razor business: people will only pay so much for a razor.
The market may set prices for your product or service, and if you are
struggling to sell price may be another major factor. If you sell
something with a low perceived value, people will never pay a high price.
Or if you are selling a lot but not making much money, your price could be
too low. Testing and researching the competition can help you best resolve
this common business struggle.
5. You are in the Wrong Business
Last, but certainly not least, you might just be in the wrong business. I
know someone who made millions in real estate but failed miserably in the
restaurant business. Others might be focusing outside of their core
competency. Or you may have the right team and the wrong idea. Popular
photo sharing service Flickr started as a game before turning into the
photo service that sold to Yahoo! for millions. Like Flickr, you may just
be in the wrong business.
Shifting to the right business could turn everything around. Sometimes a
pivot feels like starting over. Sometimes it is starting over. But without
it, you may see business struggles last so long your business doesnít make
it at all.
Tips For Awesome Direct Mail Copy That Sells
By Scott De Buitleir, Huffingtonpost.com
Utilizing these 7 tips will help
you increase conversions and get more from your marketing promotions.
Carefully crafted copy can be the key to many things, from product
descriptions that are subject to seriously healthy conversion rates,
through to websites that engage the reader and lead them seamlessly over
onto a contact form or online purchase.
However, writing effective copy is somewhat of an underappreciated art
form, particularly within the ever evolving and always changing realm of
direct mail, with many novices attempting the feat only to find the ever
growing copywriting industry to be understandably in-demand.
So, here's a look at the specific realm of writing great copy for Direct
Mail, which is an area of marketing that is seeing a particularly
1. First and forest:
Understand that customers are ready and willing to buy
- Companies are seeing impressive results from direct mail, with 92% of
receivers being driven online towards a digital activity, and 86%
reportedly feeling 'connected' to the business sender. So first it is
important to appreciate that there are indeed opportunities out there to
boost your bottom line. You just have to get your strategy right, for
which your copy is central.
2. Focus on simplicity
- Keeping your language simple should be your starting point with any
piece of copy. So opt for short paragraphs, bullet points and the use of
sub headings to create a great structure to scan.
3. Use images wisely and
choose wonderful works that really work
- Images are great for bringing your words to
life, however you should be careful not to overcrowd your flyer: opting
for one powerful image is better than choosing numerous smaller images
that all jostle for attention. The power of visual communication is
extremely important and quality images establish credibility and are the
most important factor in discerning the credibility of materials.
4. Opt for an angle... and
really sell it - Always have a
strong angle and a singular message for clarity. Whether this is "My
course will teach you everything the experts know about marketing" or
"Learn the industry insider tips to becoming a copywriter": make it
punchy, make it powerful.
5. Create a story
- Harnessing a story is great way of promoting a human element to your
offering, and consumers love to have a realistic story line to buy into.
Finding a newsworthy angle is so important and can be the determining
factor in whether you succeed or fail. So consider a rags-to riches
storyline, which has proven to be particularly effective within marketing,
if it so fits in with your service or product.
6. Be intriguing, creative
and useful - Offering the reader a
reason to head on over online can be key to capturing what you need from
them, be this a purchase or the entering of information, such as an email.
So be intriguing, offer them something that will only be fully revealed or
provided once a set task is undertaken. Of course this should also be
something that is genuinely useful to your target market, such as a
must-read guide to cutting outgoings, boosting marketing or harnessing
7. And finally... consider
hiring a professional - If all else
fails, or if you simply fail to create the impactful words that you'd been
aiming for, then you should consider turning to the professionals,
particularly as the freelancing realm has never been so accessible.
Direct copy can be extremely powerful and still works extremely well in
this day and age. Utilizing the aforementioned advice will help you
increase conversions and get more from your investment.
Win Yankee Tickets!
Enjoy a great day at Yankee Stadium!
We are giving away two tickets to see the New York Yankees.
All you have to do to win is be the first telephone caller (please donít
hit reply or send an email). Voice mail messages count so it's fine to
leave a message. Call Michael Borkan at (631) 667-5500 x 11. These
tickets are great seats and close to the field!
Friday September 14th,
2018. Yankees vs. Blue Jays 7:05
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
Eight Marketing Campaign Ideas for Your Small Business
Five Things to do if Your Business is Struggling
Seven Tips for Awesome Direct Mail Copy That Sells
Mike Borkan's Apps & Links - Apps & Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Mike's Favorite Apps & Links:
Some interesting things to check out...
Voice Notes - A smart note-taking and collaboration app that business
people can use to get more value from meetings, calls, video conferences.
You can search, and share your voice conversations.
- A date-focused note taking app for planning and documenting your
projects. From business professionals and technical users, to students and
artists, Agenda is for anyone wanting well organized and easily navigable
notes that help drive your projects forward.
- Purchase personalized video shoutouts from famous people. Makes a
perfect gift for family, friends, or a client.
Unfoldstori.es - Unfold letís you create beautiful and engaging
stories for Instagram, Snapchat and Facebook with minimal and easy-to-use
Getstation.com - A very clever interface that can be your launching
pad for all of your web-applications.
The-dowsers.com - A Website dedicated to great music playlists.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
Click on image below to enlarge.
Do you need help marketing to your clients?
Talon can help! Call Michael Borkan at 631-667-5500 x 11 to learn
how to increase revenue.
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