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Marketing With a Blended Marketing Strategy For Maximum Visibility

Marketing in general is a vast and complex beast which requires knowledge and effort to truly master and leverage it to its full potential to grow your brand, let alone your business. Any good internet marketing strategy can effectively help you build your business online. However, as many internet entrepreneurs look to expand their online presence and grow their businesses further, I find that many of them fail to create a complete marketing and business development strategy, focusing the majority of their efforts online. Sadly, this is a HUGE mistake on their part.

Over the course of my career as an entrepreneur, business owner and web designer, I’ve conducted business with many individuals and businesses all wanting to increase their reach, develop a stronger brand awareness and build a strong internet presence. Yet through all their questions, two common fears continually rang through during my discussions with many of them. They either feared the idea of taking on a major internet campaign or they felt that internet marketing would replace their tried and true traditional marketing methods. Both these fears have their roots in the fact that the vast majority of them simply lacked the proper knowledge necessary to see that both an internet marketing and traditional marketing strategy should compliment each other providing reciprocal support of their various strengths. I like to refer to this more complete picture of a marketing strategy as “blended marketing”.

Why Do I Need to Do Marketing

If you plan to generate any kind of income online you need to gain an understanding that your blog or website is simply and extension of your true business. You must develop your business model first before you can properly identify how to apply your blog/website as a useful tool in your overall marketing and business development strategy. Any successful business has a marketing strategy to grow their business. You can’t simply set up a blog or website and expect the business to come rushing in. You must have a strategy in place to help bring in the interested buyers you desire.

Gain a Little Perspective

As a successful internet entrepreneur and internet marketing expert myself, I’ve been using a blended marketing strategy for well over a decade to maximize my reach, increase my exposure and better market to my target audience to grow my online business. I’d like to share with you how a blended marketing strategy can benefit you and provide you with some techniques I use when constructing your blended marketing plan.

To help you gain a better perspective on the concept of blended marketing I suggest you have a quick read of Rena Bernstein’s post over at Social Media Today entitled “Integrating Social Media with Traditional Advertising to Gain Higher Returns”. It is a great read and provides valuable insight into the benefits as well as examples on how effective it can be if done correctly.

What is Blended Marketing

Blended marketing is essentially a mix of both internet marketing and traditional offline marketing methods to create a more complete, overall marketing and business development strategy. Many businesses fail to integrate both internet marketing and traditional marketing strategies together. By taking advantage of the strengths of both an internet marketing and traditional marketing strategy, you will better position yourself and/or your business for greater success.

The idea of a blended marketing strategy is to create a complete marketing strategy which takes advantage of the various strengths of both an internet marketing strategy and a traditional marketing strategy where you work to increase your search engine rankings and internet exposure, while at the same time increasing your reach and exposure offline as well.

Different aspects of a blended marketing strategy can be for example, utilizing an email marketing campaign in conjunction with a direct mail campaign to provide a specific promotion to a select group of recipients. Some email marketing systems provide a service where they will also send a direct mail piece to your email list provided you have addresses for each recipient in your list. This is just a high level example of how a blended marketing strategy can work to ensure broader reach from multiple fronts.

Benefits of a Blended Marketing

The benefits of a blended marketing strategy are vast allowing you truly grow your business at a much more rapid pace than if you didn’t have one. A blended marketing strategy allows you to:

  1. Gain Greater Exposure
  2. Market to the Same Audience Through Multiple Online and Offline Marketing Efforts
  3. Track the Effectiveness of Various Campaign Efforts
  4. Identify the Strengths of both Online and Offline Marketing Strategies
  5. Create Multiple Promotions for Various Marketing Strategies
  6. Generate Multiple Sources to Feed Your Sales Funnel
  7. Create Brand Awareness Online and Offline
  8. Market Products/Services Both Online and Offline
  9. Present Yourself as a Strong, Stable Business
  10. Increase Sales

These are just a few of the many benefits in which a blended marketing strategy can provide.

Creating a Blended Marketing Strategy

Creating a blended marketing strategy isn’t all that difficult if you know your target audience and have identified how to reach them. From that point, you can craft a marketing strategy that will allow you to reach your target audience through multiple fronts to ensure your message is heard.

The first step is to conduct market research (yes you have to do this and you cannot skip this step). When conducting market research you need to identify:

  1. Who Your Target Audience Is
  2. Where They Hang Out
  3. How to Reach Them
  4. What are Their Needs
  5. How You Can Fill Their Need
  6. Will They Buy

Identifying a market for whatever you are offering is essential to the success of any business whether online or off.

The second step is to begin crafting your blended marketing strategy to incorporate the various resources available to reach your market. This is where the fun begins! Be creative with this and make sure you explore all possible options to get your message out to market. For example, you may want to include the various resources to syndicate your content not just for online purposes but also for offline purposes, such as industry magazines and journals. If you are creating an email marketing campaign, how will you mirror this effort offline through direct mail pieces? If you are going to utilize the Third Tribe concept for your online marketing, what real-world business networking and industry convention events are you going to attend to create brand awareness? Consider how you are going to integrate social media into your blended marketing and how can you drive people to follow you from your offline efforts?

The best way to create a blended marketing strategy is to mirror your online marketing efforts with potential real-world offline efforts that my accomplish the same if not similar task as your online efforts. Simply ask yourself: “Self, what offline marketing effort would be similar to this online marketing effort” then make a list of all related marketing strategies and decide which to integrate into your complete blended marketing strategy. Dedicate a lot of quality time to this process, because the more time you spend on market research and development to create your blended marketing strategy, the more effective your blended marketing strategy will be.

I hope you found this information useful and will apply what you’ve learned to create your own blended marketing strategy for whatever your business maybe.

To Your Success!

Direct Marketing Copywriters in Ireland Take Heed – Why You Should Keep Your Message Simple

Direct marketing copywriters and advertising copywriters who depend on the written word to sell their clients’ products or services, take heed. An ERSI study conducted by the International Adult Literacy Survey (IALS) has shown that aa many as 55% of adults in Ireland are below Level 3 literacy, the minimal level of literacy “necessary for the demands of modern society”. This means that the majority of people in Ireland may be unable to read direct marketing text that is in any way complex or not laid out in a clear, straightforward manner. This doesn’t just mean that they may not get all the subtleties and complex details of written direct marketing promotional material and communications like these, this means that they may not understand direct marketing offers at all!

Of those surveyed, 25% are at what is called Level 1 literacy. This means very low literacy skills, where even short, simple instructions can’t be understood easily. Another 30% of people are at Level 2. At this level they can follow step by step instructions and basic prose but anything more complicated gives them difficulty. These are the people who adopted just enough literacy skills to get them through day to day life but could have difficulty with complex sentences or text and writing styles that they are not used to, including direct marketing buzz words and jargon.

It’s important to understand that people in these groups are certainly not stupid; a variety of reasons could be behind their poor reading ability. Often it can be as simple as bad eyesight or hearing difficulties. In other cases it could be due to sporadic school attendance or a lack of money for textbooks and materials. Whatever the reason people in this category are the majority in Ireland so direct marketing copywriters better take their needs into account when writing!

So what can be done? How can a direct marketing copywriter ensure that their words can be understood by the widest possible audience in Ireland? Well really the best thing to keep it simple. Short, snappy sentences work best, both to make the direct marketing message clear and to keep people interested. This is not only relevant to people at lower literacy levels but for everyone in Ireland.

Long drawn-out sentences can bore the average direct mail reader, even if they understand what you’re saying, and might make them skip on to something else, especially if they’re only marginally interested in your offer in the first place.

Titles in marketing brochures are especially in need of this kind of treatment. A title sets the tone for the piece and mentally prepares the reader for what’s to come. If a title is confusing or irrelevant then the reader may be bewildered when reading the marketing offer, wondering what exactly they are reading and how the product/service on offer relates to them.

Wonderfully clever, pun-filled titles, so loved by marketing copywriters in Ireland, may be great for the readers who actually get it but for the rest it’s just another source of frustration. Keep your direct marketing message in Ireland simple and keep it loud, that way everybody knows what you are saying and your message has the widest reach.

Literacy skills are not just about reading prose however; many people in Ireland have difficulty reading more technical information such as forms, diagrams and tables. Others have difficulties with basic numeracy skills such as adding figures or understanding percentages.

Finally, relevance is also a key to people understanding your direct marketing offer. The average Irish reader assumes that all information provided to them in a direct marketing offer is important. Going off on a tangent into another unrelated or unimportant topic for a short while is likely to cause great problems. People reading it will wonder how this connects with what they have read previously and are liable to become confused as to what you are trying to sell them.

This applies not only to text but to diagrams and pictures in direct marketing material too: if it’s not connected with the promotional message you are trying to give people then it should not be there! It may look very nice and add wonderfully to the feel of the page but if you’re trying to talk about healthcare, for example, and you use a picture of a yacht then your marketing message can get lost along the way.

For direct marketing offers in Ireland the best advice is to keep your message simple and keep it to the point. Short words, short sentences and short paragraphs work best; and remember: if it’s not adding something to the reader’s understanding of your offer then there’s a very good chance it’s taking something away.

Direct Marketing Offers Flexibility Plus Support

Hundreds of thousands of people in North America work either part or full time for some type of direct marketing company. “Direct marketing” refers to selling something, either a product or a service, directly to consumers. This kind of selling “by-passes” the typical retail venues, like a physical store. Direct marketing companies also rely most heavily on word-of-mouth to promote its products rather than commercials, newspaper/magazine ads, etc.

These companies recruit independent sales representatives to promote and sell their products. This kind of selling typically occurs within the home of a customer who agrees to hold a “show” or a “party”. The party host/hostess then invites a group of friends and acquaintances to hear about the product or service. The independent sales representative describes and demonstrates the product or service that he/she is trying to sell to guests.

The independent sales representative usually earns a commission, or percentage of the total amount of sales for a show or shows. Every direct marketing company is different, but typically an independent sales representative earns somewhere between 15 and 25 percent of the total amount of sales that he/she generates.

The goal of direct marketing, aside from making sales, is to keep the chain of sales going. Independent sales representatives try to generate new business during these in-home shows. They may offer the host/hostess a bonus product or a small commission for any new shows that are booked by guests at the party.

The biggest benefit joining up with a direct marketing company is that independent sales representatives are able to choose their own work schedules. They are almost always free to sell as little or as much as they want to (although the parent company may offer strong incentives to reach certain sales targets). There may be a minimum monthly sales quota to meet in order to remain “active” with the company, though there are many companies that don’t have a monthly quota.

Direct marketing is one of the most popular and simplest ways to work at home. Independent sales representatives have the benefit of a parent company which offers training and sales advice. They also have opportunities to work for extra rewards over and above the commission check for meeting sales targets. Cruises, trips and cars are commonly offered to top sales representatives.

You don’t necessarily have to be the world’s best sales person to be successful at direct marketing. You probably have what it takes if:

* You enjoy socializing and meeting new people.

* You are self-motivated.

* You really like the product(s) or service(s) that a particular company offers. “Avid customers make the best sales representatives” is a very common mantra in direct marketing. If you already enjoy and believe in the product, you won’t have to worry about sounding like you’re making a phony or contrived sales pitch.

* You like to challenge yourself.

Direct marketing allows the independent sales representative to be his or her own boss, yet still have the support of more experienced mentors. Some people choose this kind of work as a part time or supplementary income. Others work it into a full time, sustainable and livable income. Either way, direct marketing is an excellent way to make money at home.