Is Your Direct Mail Or Advertising Campaign Working?

Is your direct mail or advertising campaign working?

This is a question I like to ask small business owners and advertisers; “Is your direct mail or advertising campaign working?” Almost always, the first few seconds following the question is followed by a dumbfounded look, which is followed by a “What do you mean?”.

This is where I know that they are just following trends or marketing or advertising the way they are because someone told them it works. What I mean is, are you measuring and analyzing and tracking your campaigns to ensure that you are spending your direct marketing dollars wisely?

Whether you are trying to increase immediate business, generate more referrals, increase your visibility in your area of business/service, or reach a particular target audience using a custom prospect list, it is important to track the results of your direct marketing efforts. It’s easy for anyone to do a little research, acquire a quality prospect list and send out an offer. It’s easy to take an advertisement ad out in your local newspaper. It’s easy to to do this repeatedly, and see no results. You cannot assume that people coming through your door or calling you for your services are doing so as a result of one of your campaigns. You have to be positive that the new business is a result of your advertising, so that if not, you can alter your marketing strategy.
Simple things you could and should do to help track your campaigns:

1. Include “cut out” coupons that new customers can redeem in person. Place tracking numbers on each campaign so that you know where the person received the offer. *A tracking number can be something as simple as “November”.

2. Remind customers to mention the offer when speaking with you or one of your employees.

3. Include a special email address on your campaigns that is dedicated to that campaign. Ex: November[at]yourbusiness.com

4. Make sure your staff (and yourselves!) know what to do with the tracking information! Keep a log of all activity stemming from your campaigns, and at the expiration of your campaign, analyze your results. How much new business did your campaign bring in? How many new customers did it bring in? What is the lifetime value of the customer?

After you have determined if your campaign was successful or not, you now know you either can relaunch the same or similar campaign, or you can adjust the campaign and launch again. It’s known that direct marketing as well as any marketing effort improves with effort, repeating, adjusting, and repeating. You need to stay consistent and keep your products and offers in front of consumers faces at all times.
Some things to think about…

1. Not all of your campaigns are going to yield huge results the first time around. You need to ask yourself what the lifetime value of the customers it did bring in is.

2. Some campaigns may not yield much at all. That is perfectly fine. You are still getting your business in front of consumers eyes. Not all consumers need or want your products or services at the time of your offer. But now they know you offer them, and the next time they need them…they may turn to you!

3. Keep your messaging relevant! If you’re giving consumers an offer for pumpkin pie in July, you probably aren’t going to be well received. However, if you use that same offer in October/November, you’ll see results.

4. You campaigns should be alive. This means that they are forever growing and changing and keeping your image fresh in the eyes of the consumer. Change the offers, change the target audience, etc.

The bottom line: Track your campaigns to make sure they are working for you.

Book Marketing: Which Social Media Will Help to Boost Sales?

I just attended a short seminar about using social media to improve sales. While the overview was informative, it was also a bit overwhelming. Maybe my response was generational, but I’m a “seasoned citizen” and prefer to speak to people face-to-face, not electronically.

Thankfully, I have the necessary computer skills to write books, send emails, participate in blog talk radio, and post on the Internet. But in the computer age, this may not be enough.

Steve Kloyda, a “prospecting expert,” gave the seminar and his entire business hinges on maximizing social media. Phone, snail mail, Twitter, LinkedIn, Facebook YouTube, text messaging — Kloyda touched on them all. I’m already on Facebook and LinkedIn and stay in touch with book publishing contacts via email and phone. How could I make better use of social media?

According to Kloyda, 75 percent of all Internet activity come from smart phones. I don’t have a smart phone and am not sure I need one. However, I do have a professionally designed website and update it every few months. This website has received lots of traffic.

As the seminar came to a close, attendees were asked the action they planned to take to better use social media. I said I would update my Facebook listing. What I didn’t say, and am considering, is starting a blog again. Several years ago, I had a blog and, since it didn’t get much traffic, canceled my subscription. Though I have a Twitter account, I use the Internet to post, and my posts have been few.

Later, as we were driving home, my friend and I discussed social media and how we could use it to spark book sales. We’re co-authoring a book and, after it is published, will go in different marketing directions. She is a dietitian and will continue to network in her field. I’m a grief writer and will continue to produce articles and books in my field.

Our conclusion: We will use the social media that work for us as individuals. This brought my thoughts back to the marketing strategies I currently use: writing ezines, writing for an online grief community, writing for a magazine, speaking to support groups, and giving conference presentations. But I need to become more savvy, so I’m identifying my action steps.

Though I may not take all of these steps, at least they will get me moving forward and, hopefully, increase sales. My possible action steps include getting a smart phone, blogging regularly, adding blog talk radio programs to my website, revising my LinkedIn bio, posting on YouTube, and reading some of the books Steve Kloyda recommended during the seminar.

Are you in the dark about social media? If so, it’s time to turn on the light and take action. Your local library may offer classes or talks. Check the newspaper for similar listings. Post on Facebook, LinkedIn and YouTube. Finally, make sure your brand is consistent. Upload a current photo and use key words to describe your writing niche. Good luck!

Copyright 2011 by Harriet Hodgson

Best Network Marketing Companies – Discover What Makes Them the Best

Multi level marketing is shortly referred to as MLM. This is an excellent strategy followed by many of the successful companies. This is also referred to as network marketing, referral marketing or direct selling. They are called this because they carry out marketing through various levels by increasing the number of customers with the help of their affiliates or outside people who work for the company. Many companies who utilize the MLM services are found to be the best network marketing companies.

Jerky Direct, Kiosk Business Web Hosting, Ameriplan USA are found to be the top three multi level marketing companies currently providing the world’s best service.

There are companies, which do these special services apart from their other products and services. Alticor is one such company, which does this apart from selling consumer products. It’s a multinational company and is known worldwide for its special services.

Amway global is another company that provides these kinds of services and the holding company is Alticor. Alticor is also the holding company for many other companies like Gurwich product, Fulton Innovation, Amway Hotel Corporation etc. Amway global is one of the members of the better business bureau and the direct selling association.

There are multi level investment companies like Deutsche Vermogensberatung, which is a German based company. It has 3.9 million clients and around 32,000 financial advisors working for it.

Excel communications is a leading company, which sells franchise to customers using the MLM business model. It is the youngest company to see a billion dollar profit and also the youngest company to join the New York stock exchange (NYSE).

Free life international is a company, which supplies nutrient supplements. It was found in 1995 and reached many miles of success.

Holiday magic is another company, which encourages its distributors to enlist other distributors to form a huge downline of network builders from other companies.

Forever living products, fuel freedom international, Avon products, bio performance, cobra group, dynamic international etc are other companies that have succeeded in multi level marketing. There are countless companies joining today and trying out this concept. It has been successful for years and it will continue to be successful for many years to come.