bright ideas for tomorrow’s winning marketing …€¦ · challenges start to look like powerful...
TRANSCRIPT
Many of the marketing tools we rely on look much the same year-to-year. Yet their capabilities are always evolving, which can cause frustration for busy marketers, or lead to real breakthroughs.
Understanding these trends and the latest best practices can mean the difference between a retread of last year’s campaigns — or even losing ground — and a smart strategy that anticipates these fresh new opportunities.
In this guide, we’ll examine three of the most powerful tools available to marketers in the coming year and discuss ways to utilize them for the best possible outcomes.
M A R K E T I N G G U I D EBRIGHT IDEAS FOR TOMORROW’SWINNING MARKETING STRATEGY
Contact us at the email below
for marketing and public
relations related inquiries.
Media & Public Relations
Xpressdocs4901 N Beach Street
Fort Worth, Texas 76137
p: 1.866.977.3627
Customer Service
Email us for sales related
inquiries including new
accounts and resellers.
Sales
ONCE YOU KNOW WHAT TO LOOK
FOR AND WHERE TO START, THE
OLD CHALLENGES START TO LOOK LIKE POWERFUL
ADVANTAGES PUT THERE TO PROPEL
YOU FORWARD.
20 1 7
Call Us Today! 1.866.977.3627 | [email protected]
MARKETING AUTOMATION:
GET PREPAREDMarketing automation refers to any technology that lets you put complex marketing processes on autopilot. In 2017, that will cover everything from email and social media, to direct mail and lead management.
Like a smart thermostat that knows when to warm up and when to power down to save costs and energy, automation uses pre-programmed triggers to streamline otherwise time-consuming tasks. So why implement automated marketing processes?
IT’S PROACTIVE.You can’t miss fleeting windows of opportunity when your marketing program is ‘always on.’ Less management means less of a chance you’re waiting for just the right moment to get started.
IT’S EFFICIENT.It reduces the lag between customer interactions by sending the right message when it matters most. This saves you valuable time better spent on more urgent tasks, customer support, and big-picture thinking.
IT’S ALWAYS LEARNING.Every touchpoint generates data that tells you what’s working, with whom, when, and why. Imagine a feedback loop that constantly optimizes your strategy.
Xpressdocs, a leader in direct marketing and on-demand solutions for enterprises and franchises, specializes in automation services. Using pre-made templates — in tools like Xpress Connection — businesses can send specific messages to different audiences and lock in drip campaigns that run like clockwork for years.
For example, non-profits can create automated direct mail campaigns designed to keep their organization top-of-mind. Monthly mailings could include information on current issues, tips for donating and volunteering, testimonials, or dates for fundraising events.
MOBILE MARKETING:
GET AROUNDUntil we all have a psychic link to the internet (and it can’t be long now), mobile use will only grow. Without a mobile marketing strategy, you could be missing as much as 50% of the market, according to a recent study by Google.
In fact, 25% of American consumers don’t even own a desktop computer or tablet — mobile is their only link to the online world.1 So creating and caring for a mobile marketing strategy is essential.
WHERE TO BE MOBILE.Not all mobile marketing is created equal, so here are a few things to consider:
• Many marketers’ first instinct is to invest heavily in social media marketing. However, paid social ads only reach a percentage of actual followers in-platform — unlike in-app mobile ads which can reach a larger targeted audience beyond traditional social media outlets.
• More mobile users prefer apps to browsers. In fact, a full 90% of our mobile use is spent inside apps consuming media, connecting with friends, reviewing businesses, and more.2
WHAT TO PLAN FOR.When talking mobile, coverage and context are critical.
• You need a wide-ranging ad network that guarantees a reach to connect with your largest, targeted audience possible.
• You need the ability to target popular apps where you’ll have the most influence — including top-trending apps like ESPN, Weather, Pandora, and many more.
• You need a way to quickly create mobile ads consistent with your other marketing, such as digitizing direct mail pieces through a tool like Xpress Mobile.
• You need reporting that tracks ad performance in real time, allowing for proactive efforts to easily optimize campaigns.
CONTENT MARKETING:
GET RELEVANTOnce upon a time, businesses were encouraged to produce content (any content) at a rapid pace. The thinking went that the more you produced, the more likely consumers and search engines would find you.
But times have changed. As consumers became buried in a sea of content (some terrific, most mediocre), they tuned out. Search engines followed suit, tweaking algorithms to promote only the most useful, high-quality content.
Now consumers meticulously curate their own content experiences, and it’s easier than ever to avoid the barrage of everyday marketing messages with technology like DVRs and ad blockers.
In 2017, content is still king — so long as businesses focus on producing quality content that consumers actually want. Below are some best practices to do so:
1. THE MORE RELEVANT, TIMELY, AND PERSONALIZED, THE BETTER.
This could be articles on their favorite topics, instructional videos, or newsletters for niche audiences. The point is no matter what the vehicle, make it about them, their hopes, and interests, and in return they’ll spare the attention. For instance, smartDIGS gives real estate pros ready-made newsletters that are tailored specifically to homebuyers and sellers. And with Xpressdocs variable data printing capabilities, healthcare facilities and other businesses are able to highlight their location and proximity to individual addresses.
2. GET TO THE POINT QUICKLY, AND PROVIDE CLEAR TAKEAWAYS.
Include enough value and information to make it worth their time, but make it easy to scan and grasp your key points at a glance.
3. GO AHEAD AND INTEGRATE A SALES PITCH OR PROMOTIONAL MESSAGE.
Balance is key with this one. The content should still stand alone and not feel like a hard sell, yet consumers need to understand you’re an authority and a resource they can turn to.
4. BE HUMAN.
Content is best at creating lasting relationships (sometimes called ‘relationship marketing’) when consumers sense a real person is behind it. One with a friendly voice, shared values, and a great story to tell.
5. PUT AS MUCH THOUGHT INTO DISTRIBUTION AS THE CONTENT ITSELF.
Email – Segment your list for different audiences, add local news and information, or even integrate data feeds using a tool like Xpress Email. Then review each email’s performance to see what resonates most with your audience.
Direct Mail – Build targeted lists and create automated drip campaigns to appear in consumers’ mailboxes for months or years.
Social Media – Create a library of industry-specific content, schedule posts in advance, and use reporting to fine-tune your strategy. (Fun Fact: The Direct Marketing Association says 70% of businesses ignore valuable social media data.3) Xpressdocs’ Social HQ can help simplify all these.
MARKETING IN 2017:
GET EXCITEDTools are only as useful as the strategies that power them. While tools and data grow more complex (and businesses’ resources become more scarce), they create opportunities to streamline and scale at lower costs, all while providing insights that make your message increasingly more relevant for consumers.
Once you know what to look for and where to start, the old challenges start to look like powerful advantages put there to propel you forward — and that’s exciting!
Xpressdocs provides on-demand tools and resources to help you master marketing, simply, and effectively in today’s competitive world. Contact us to create a strategic plan that’s unique to your customers and your business.
REFERENCES1. 2015 TechCrunch, NAR and Google Analytics
2. Chalk Digital
3. DMA’s Statistical Fact Book (origin), pulled from: https://thedma.org/blog/data-driven-marketing/7-trends-that-should-shape-your-2017-marketing-budget/
IN TODAY’S MARKETING ENVIRONMENT,THE ONE-SIZE-FITS-ALL APPROACHSIMPLY DOESN’T WORK.
Call Us Today! 1.866.977.3627 | [email protected]
MARKETING AUTOMATION:
GET PREPAREDMarketing automation refers to any technology that lets you put complex marketing processes on autopilot. In 2017, that will cover everything from email and social media, to direct mail and lead management.
Like a smart thermostat that knows when to warm up and when to power down to save costs and energy, automation uses pre-programmed triggers to streamline otherwise time-consuming tasks. So why implement automated marketing processes?
IT’S PROACTIVE.You can’t miss fleeting windows of opportunity when your marketing program is ‘always on.’ Less management means less of a chance you’re waiting for just the right moment to get started.
IT’S EFFICIENT.It reduces the lag between customer interactions by sending the right message when it matters most. This saves you valuable time better spent on more urgent tasks, customer support, and big-picture thinking.
IT’S ALWAYS LEARNING.Every touchpoint generates data that tells you what’s working, with whom, when, and why. Imagine a feedback loop that constantly optimizes your strategy.
Xpressdocs, a leader in direct marketing and on-demand solutions for enterprises and franchises, specializes in automation services. Using pre-made templates — in tools like Xpress Connection — businesses can send specific messages to different audiences and lock in drip campaigns that run like clockwork for years.
For example, non-profits can create automated direct mail campaigns designed to keep their organization top-of-mind. Monthly mailings could include information on current issues, tips for donating and volunteering, testimonials, or dates for fundraising events.
MOBILE MARKETING:
GET AROUNDUntil we all have a psychic link to the internet (and it can’t be long now), mobile use will only grow. Without a mobile marketing strategy, you could be missing as much as 50% of the market, according to a recent study by Google.
In fact, 25% of American consumers don’t even own a desktop computer or tablet — mobile is their only link to the online world.1 So creating and caring for a mobile marketing strategy is essential.
WHERE TO BE MOBILE.Not all mobile marketing is created equal, so here are a few things to consider:
• Many marketers’ first instinct is to invest heavily in social media marketing. However, paid social ads only reach a percentage of actual followers in-platform — unlike in-app mobile ads which can reach a larger targeted audience beyond traditional social media outlets.
• More mobile users prefer apps to browsers. In fact, a full 90% of our mobile use is spent inside apps consuming media, connecting with friends, reviewing businesses, and more.2
WHAT TO PLAN FOR.When talking mobile, coverage and context are critical.
• You need a wide-ranging ad network that guarantees a reach to connect with your largest, targeted audience possible.
• You need the ability to target popular apps where you’ll have the most influence — including top-trending apps like ESPN, Weather, Pandora, and many more.
• You need a way to quickly create mobile ads consistent with your other marketing, such as digitizing direct mail pieces through a tool like Xpress Mobile.
• You need reporting that tracks ad performance in real time, allowing for proactive efforts to easily optimize campaigns.
CONTENT MARKETING:
GET RELEVANTOnce upon a time, businesses were encouraged to produce content (any content) at a rapid pace. The thinking went that the more you produced, the more likely consumers and search engines would find you.
But times have changed. As consumers became buried in a sea of content (some terrific, most mediocre), they tuned out. Search engines followed suit, tweaking algorithms to promote only the most useful, high-quality content.
Now consumers meticulously curate their own content experiences, and it’s easier than ever to avoid the barrage of everyday marketing messages with technology like DVRs and ad blockers.
In 2017, content is still king — so long as businesses focus on producing quality content that consumers actually want. Below are some best practices to do so:
1. THE MORE RELEVANT, TIMELY, AND PERSONALIZED, THE BETTER.
This could be articles on their favorite topics, instructional videos, or newsletters for niche audiences. The point is no matter what the vehicle, make it about them, their hopes, and interests, and in return they’ll spare the attention. For instance, smartDIGS gives real estate pros ready-made newsletters that are tailored specifically to homebuyers and sellers. And with Xpressdocs variable data printing capabilities, healthcare facilities and other businesses are able to highlight their location and proximity to individual addresses.
2. GET TO THE POINT QUICKLY, AND PROVIDE CLEAR TAKEAWAYS.
Include enough value and information to make it worth their time, but make it easy to scan and grasp your key points at a glance.
3. GO AHEAD AND INTEGRATE A SALES PITCH OR PROMOTIONAL MESSAGE.
Balance is key with this one. The content should still stand alone and not feel like a hard sell, yet consumers need to understand you’re an authority and a resource they can turn to.
4. BE HUMAN.
Content is best at creating lasting relationships (sometimes called ‘relationship marketing’) when consumers sense a real person is behind it. One with a friendly voice, shared values, and a great story to tell.
5. PUT AS MUCH THOUGHT INTO DISTRIBUTION AS THE CONTENT ITSELF.
Email – Segment your list for different audiences, add local news and information, or even integrate data feeds using a tool like Xpress Email. Then review each email’s performance to see what resonates most with your audience.
Direct Mail – Build targeted lists and create automated drip campaigns to appear in consumers’ mailboxes for months or years.
Social Media – Create a library of industry-specific content, schedule posts in advance, and use reporting to fine-tune your strategy. (Fun Fact: The Direct Marketing Association says 70% of businesses ignore valuable social media data.3) Xpressdocs’ Social HQ can help simplify all these.
MARKETING IN 2017:
GET EXCITEDTools are only as useful as the strategies that power them. While tools and data grow more complex (and businesses’ resources become more scarce), they create opportunities to streamline and scale at lower costs, all while providing insights that make your message increasingly more relevant for consumers.
Once you know what to look for and where to start, the old challenges start to look like powerful advantages put there to propel you forward — and that’s exciting!
Xpressdocs provides on-demand tools and resources to help you master marketing, simply, and effectively in today’s competitive world. Contact us to create a strategic plan that’s unique to your customers and your business.
REFERENCES1. 2015 TechCrunch, NAR and Google Analytics
2. Chalk Digital
3. DMA’s Statistical Fact Book (origin), pulled from: https://thedma.org/blog/data-driven-marketing/7-trends-that-should-shape-your-2017-marketing-budget/
IN TODAY’S MARKETING ENVIRONMENT,THE ONE-SIZE-FITS-ALL APPROACHSIMPLY DOESN’T WORK.
Many of the marketing tools we rely on look much the same year-to-year. Yet their capabilities are always evolving, which can cause frustration for busy marketers, or lead to real breakthroughs.
Understanding these trends and the latest best practices can mean the difference between a retread of last year’s campaigns — or even losing ground — and a smart strategy that anticipates these fresh new opportunities.
In this guide, we’ll examine three of the most powerful tools available to marketers in the coming year and discuss ways to utilize them for the best possible outcomes.
M A R K E T I N G G U I D EBRIGHT IDEAS FOR TOMORROW’SWINNING MARKETING STRATEGY
Contact us at the email below
for marketing and public
relations related inquiries.
Media & Public Relations
Xpressdocs4901 N Beach Street
Fort Worth, Texas 76137
p: 1.866.977.3627
Customer Service
Email us for sales related
inquiries including new
accounts and resellers.
Sales
ONCE YOU KNOW WHAT TO LOOK
FOR AND WHERE TO START, THE
OLD CHALLENGES START TO LOOK LIKE POWERFUL
ADVANTAGES PUT THERE TO PROPEL
YOU FORWARD.
20 1 7