Author Archives: Julie

About Julie

Julie enjoys dining out and trying different restaurants in the Chicago area. Although she has many preferred restaurants, she makes a point to try unique flavors and menu items. She also likes to experiment in the kitchen, including duplicating some of her favorite meals at home.

Inject your marketing with personality in 4 easy steps

Posted by: | May 2, 2013 | Best Practices, Blogging, Branding

fishCompanies are giving their customers a more personal touch. Why? It’s simple: People want personal connections with the companies they do business with. Here are four ways to kick-start your efforts:

  1. Write a blog. Blogs give you the freedom to communicate directly with your target audience. Use an informal tone and write in first person, incorporating “I,” “me,” “you” and “your” throughout your posts. Give your staff a voice by letting them contribute to the blog. Your team will appreciate it and it will allow your customers to get to know your business on a deeper level. Online video, animated graphics and slide shows are another great way to show a human face. Bonus: Regular updates will boost your site’s ranking.
  2. Include employee profiles. Professional bios engage readers. In addition to featuring your employees’ expertise, allow the staff to have some fun and share their personalities. Customers love finding out what makes your people tick!
  3. Use real pictures. Many companies use stock photos on their websites. Although this is not a bad thing, using genuine pictures of your products and employees allows you to connect with your customers on a more personal level. Ultimately, your customers want to do business with people they like and trust. It’s easier to do this when your website contains real images.
  4. Add testimonials. Testimonials are a great way to show potential customers how satisfied past clients are. Make sure they express how clients benefited from your products and services. Try to distinguish results from before they used your products and services and after they became clients. Earn extra credibility by including a picture or video of each person who provides a testimonial.

How are you making your business more personal and human? What do you want to try next? Let us know in the comments below.

Detox from bad marketing habits

Posted by: | April 4, 2013 | Best Practices, Creativity, Direct marketing

pencils targetOne of the worst things companies can do is the status quo: doing just enough to get by but not going the extra mile while promoting their organizations. The bare minimum won’t cut it anymore. Your customers have other choices and your competitors are going after them. Are you missing out on potential opportunities?

Don’t let your marketing plan continue in a rut. Old habits are hard to break, but you can do it in small steps. Don’t try to change everything at once – you’ll overwhelm yourself and go back to your old ways.

Do any of these bad habits sound familiar?

The status quo

Many of us feel compelled to continue on the road most traveled and are comfortable doing what everyone else has done. But what if you decided to break away from the pack and venture into uncharted territory? Would you stand out? The answer is yes.

First, you have to have a strong backing – financially and organizationally – for your initiatives to work. Commit to your cause and fight for it. Going outside the norm entails some risk, but the benefits can be huge. Assess whether your return outweighs the risk.

Relying on emails           

Too many times, companies rely solely on generic email campaigns rather than communicating with prospects through personally addressed letters and emails, phone calls, and targeted ads. The average prospect receives too many mass emails and yours are getting lost in the mix.

Using purchased marketing lists

Don’t do it. Purchasing lists increases your bounce and unsubscribe rates. When people are spammed with emails they didn’t sign up for, they’re more likely to reject what you’re selling – even if they’re in the market for your product. It’s better to build your list by generating interest through website and social media channels. Purchased lists are not targeted. The people who are on them don’t know who you are and didn’t ask you to email them.

Inadequate content

Don’t send stale, insufficient content to your prospects. Find out what they’re interested in and highlight those topics. You can do this through trial and error. Look at your analytics for specific topics in your newsletters and e-blasts. If certain topics have high open rates, it’s a good indication your prospects are interested in learning more. Try writing another article related to that topic. If you get stuck, you may want to hire a professional writer.

To summarize, build your contact list with clean, opted-in prospects. Use a combination of targeted e-blasts, newsletters, offers, and/or phone calls to promote your company. Focus on providing quality, insightful content and be creative ways in getting the word out.

Dealing with a tight budget? Make do with what you have: Focus your energy on improving your content and design.

What targeted marketing efforts work for you? Let us know in the comments below.

How to build your brand in an uncertain economy

Posted by: | March 21, 2013 | Branding, General Business Practices, Marketing planning

vise 3Many businesses are still recovering from the recession in 2008. It’s been a roller coaster of uncertainty. Revenue is down and costs are high at your organization, yet other companies are doing well. So what are they doing differently?

While you’re looking inward and spending as little as possible, your competitors are investing in new products and services to meet market demand. In addition, they’re implementing brand strategies and setting long-term goals, regardless of the current state of the economy.

Don’t risk becoming obsolete. Consider the following strategies to strengthen your brand:

Aim high. Think big and set ambitious goals. Focus on expanding your business and consider ideas you haven’t tried before. For example, you might decide to double your sales, increase your Web traffic by 100 percent and attend two more events than you did last year.

Polish up your sales strategy. Even small changes can help increase your sales. Try these two tips:

  • Blow the dust off your sales pitch. Pitches that worked years ago may not be effective today. Tweaking your pitch with phrases such as, “We work with companies like yours” and “We understand your challenges,” can improve the value of your brand. Think about updating your elevator speech and include benefits and success stories rather than your name and job title.
  • Make your sales presentation shine. Simple updates to your presentation materials can give you an advantage over your competitors. Make sure your materials stand out from those of your competitors.

Revisit your marketing initiatives. This step goes hand in hand with updating your sales presentation. Your marketing should align with your brand strategy. If they don’t, an overhaul could be in order.

Attend relevant trade shows and events. Networking is key to expanding your leads. Get out there and meet prospective customers. Make sure you’re going to the right shows: Take time to research them before you register.

Add value. What differentiates your brand from your competitors? You must show how your business is unique. Focus on this differentiator and include it in all your materials.

Growing your company in a volatile economy can be a challenge. No matter what business you’re in, there are always obstacles to overcome and opportunities to be made. Always keep your customers top of mind and you’ll do fine.

How do you keep your name in front of customers during challenging economic times? Share your thoughts in the comments below.

Communication – what you’re saying without speaking

Posted by: | December 13, 2012 | General Business Practices

People fear public speaking.

The nervous, queasy, uneasy feeling before you are about to stand in front of a crowd – or, really, anyone. The fear of presenting to a prospect or client can be just as bad. How do we overcome this? How do we present ourselves in a positive light?

Recently, I attended an luncheon for the International Association of Business Communicators with broadcast journalist Bill Moller as guest speaker. He was an impressive presenter, but he said this wasn’t always the case. He still feels the fear and pressure. To overcome this, he had to practice suppressing the anxiety in order to exhibit self-assurance. (more…)

Holidays are here – where are you?

Posted by: | November 15, 2012 | Advertising Strategy, Best Practices, Creativity

The holiday season is upon us.  Have you felt the chill in the air?  This is the part of the year when businesses devote more time to reconnecting with clients and potential customers.  Sending a greeting card, by mail or electronically, is a simple gesture that spreads joy and goodwill.

For businesses, holiday cards show you appreciate your customers.  Especially for your long-standing customers, who have been with you through thick and thin, a card can make the difference for the coming year.

If you weren’t planning to send an e-card this year, consider first how easy it would be to keep in touch with your contact list through such a simple, friendly and fun gesture.  You’re not selling them anything, you’re not promoting anything; you’re just there to wish them a happy holiday.

For those of you who don’t make sending cards a regular occurrence, I suggest personalizing a card through animated graphic design or a company photo.  First you must choose an overall vibe for your card, whether it’s humorous or something more professional.  Then create a message that speaks to your clients and prospective customers.  The message can showcase your past accomplishment or express your anticipation for the year to come.  Your customers want to know what you’ve been up to, so tell them.

Don’t forget, have fun, send your cards early, and when in doubt, hire a professional.

Happy Holidays.

Lead nurturing: It’s all about staying connected

Posted by: | October 25, 2012 | Sales

Lead nurturing is a hot topic for me because I do it all the time.  As a lead generation specialist for The Simons Group, I come across companies every day that are in different periods of their sales cycles or buying processes. These prospects either have an immediate need or they’re considering our services, but aren’t ready to buy yet.

Prospects with an immediate need are easy — the next step is sending a sales representative to discuss the project’s scope. Those who aren’t ready to buy need to be nurtured. But where do you begin? How do you engage a prospect without being overbearing?

During my initial call, I find out as much as I can about the prospect’s interest and timeline. I even inquire about whether the company has a budget, who makes the decision to buy, and if the prospect is shopping around. After I’ve gathered enough information, I ask my contact when I should follow up. By asking permission to contact them at a later date, I allow companies to consider the ideal time to discuss their projects. Also, I inquire about the topics the prospect would like to discuss or items that will be on the business’ agenda in the future. I always focus on what they want, what they need and how they do business – it’s never about me.

As time goes on, I keep in touch with my contacts through personal calls and emails (I typically send holiday emails and reconnect during special times of the year, such as the beginning of a season). I send them LinkedIn invites to join my network. Sooner or later, we’re on a first-name basis. Building a relationship can be hard, but it’s necessary. The last thing I want is to lose out on an opportunity because I didn’t follow up properly. The key for me is to be patient and pleasantly persistent.

I find a one-on-one conversation creates a personal connection with prospects and provides immediate back-and-forth dialogue. I can clarify my next steps and assess the lead’s situation accurately. I feel this leaves prospects with a memorable experience and helps build confidence in our company.

Lead nurturing is a fundamental part of sales. You need to build trust with your prospects in a consistent, relevant way. How do you nurture leads? Let us know in the comments below.

Add duct tape to your marketing tool belt

Posted by: | October 11, 2012 | Marketing planning

When you need to hold things together, duct tape gets the job done. The same goes for fixing your marketing strategy – a little theoretical duct tape can give you the results you need. Read on to learn our fixes for three common issues businesses encounter when starting a marketing campaign.  (more…)

It’s always sunny for successful marketers

Posted by: | September 27, 2012 | Marketing planning

If you ask a marketer, “What’s the secret to your success?,” you’ll get a range of answers and theories.  The truth is, success is a relative term that means different things for different people.  When you look at successful businesses with solid marketing campaigns, though, you’ll find a few key similarities.

What do these companies have in common?   (more…)

The 6 biggest email marketing faux pas

Posted by: | August 23, 2012 | E-mail

Email marketing is a great way to reach your customers and prospects – if you do it correctly. To avoid having readers click the spam button when your message lands in their inboxes, don’t commit these major email marketing faux pas.  (more…)

White papers versus case studies: What’s right for you?

Posted by: | July 5, 2012 | Case studies, White papers

What is a white paper, and how is it different from a case study? While many people aren’t clear on the differences between the two, each has a distinct purpose and can be a valuable tool in your marketing strategy.

A white paper is a guide for solving a problem relevant to your audience. White papers give you an opportunity to show thought leadership and educate your customers and prospects about common issues in your industry.

A case study, on the other hand, is an in-depth report about a client or small group of clients with a situation that your company helped resolve. These marketing pieces allow readers to put themselves in a particular situation and envision how your company would solve their own problems.  (more…)