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Business Practices

02
Jan

Whether you’re delivering your brand’s message via print, online, social or email marketing, it is more important than ever to have relevant content to communicate with to your target audience.  Business-to-Business marketers, just as B2C marketers, need to communicate with relevant messages.  Through content marketing, you can offer relevant information to your target audience without needing to “Push” your message onto them.  In many cases, your core audience will seek out your messages, if what you’re sharing is informative or, even, entertaining.

According to a recent B2B study, from Marketing Profs and Content Marketing Institute, 93 percent of B2B marketers are engaging in content marketing — whether it’s a blog, a weekly/monthly newsletter or even videos — content marketing helps to engage your audience with your brand’s information.  Furthermore, in 2013, 44 percent of marketers reported that they had a documented strategy for their content marketing.

The content you push out through print communication can help to engage your target market further and can even direct them to your online sources, which will ultimately help to keep your brand top-of-mind and even offer a direct sale occasionally.  Furthermore, content that is pushed out digital can help to increase your Search Engine Optimization and assist in your brand’s ability to not just engage your audience, but have your brand’s information actually be sought out by your audience.

Finally, content marketing is proving to be so successful that marketers are producing 73 percent more content than they did one year ago.  Whether you’re using social media, print, email or other forms of communication to push out relevant and interesting content, it’s important to remember that content marketing is not necessarily about making an immediate sale or promoting a product or service.  It’s about engaging your audience and keeping your brand top-of-mind, so that when the time comes for your potential customers to make a purchase, they’ll choose your brand.

Timothy Freeman
President
Printing industries Alliance

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18
Dec

Holiday marketing, especially for retailers, is one of the most important Marketing campaigns of the year.  Today, we’re going to share with you a few Holiday Marketing Tips to ensure you’re not only reaching your customers, but also getting responses from them too.

To increase the reach and frequency of your messages, it’s important to use a combination of both print and digital communication.  One of the most important points to remember this Holiday Season is to hit often — reach your target more than once or twice. Get mailers into their hands and use email and social media to follow up with interested consumers.  Once they make their way to your brand’s website, be sure to have a way to track their movements in order to create follow up offers that are relevant to their needs and most likely going to elicit a response.

Use direct mail to follow up with personalized messages.  Use the information you’ve collected throughout the holiday season to send relevant messages as the Holidays draw nearer and offer “last minute” deals on items that the intended recipient expressed interest in — whether online or in-store.

Finally, don’t forget that your efforts should continue even after the Holidays.  Post-holiday sales are always very popular, whether it’s people exchanging unwanted gifts or spending holiday cash they received — reach out to your consumers with the right message to get them back in your doors after the Holidays. Using well-timed mailings will help you liquidate the last of your year-end inventory or, even, start preparing for next year with New Year’s promotions.

Timothy Freeman
President
Printing Industries Alliance

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