Direct Marketing

Recap of Inbound Marketing Summit 2013

Happy Fall! What a beautiful time of year with the beautiful colored leaves on the ground, the aroma of pumpkin spiced coffee at Dunkin Donuts, lots and lots of apple picking, and of course the annual Inbound Marketing Summit at the Hynes Convention Center in Boston! Nowspeed had a wonderful time both exhibiting and speaking at the event last week (October 16th and 17th) and met a lot of intelligent marketers looking to increase the ROI of their marketing programs.

David Reske, owner and President of Nowspeed presented on 5 important steps marketers must take to achieve successful agile marketing and answered some of the 935980_811964145503_139676472_nfollowing questions:

  • Isn’t Agile just the marketing buzzword of the day? Who wouldn’t say that they are agile or quick?
  • Why does marketing need to change to become Agile now? What’s happening in the marketplace that’s driving this?
  • Have you had any experiences with clients that show the need for Agile marketing?
  • How do the marketing managers in the audience make this happen in their companies?
  • Where does it work best in Inbound Marketing? Search? Social? Websites?

David made a clear point that if marketers do not take advantage of agile marketing then they will become stale and not progress in today’s ever-changing marketing world. To view more photos of the event, please visit our Facebook page: https://www.facebook.com/Nowspeed.Marketing

Or if you’d like to visit our website and get free access to 6 of our highly rated marketing white papers, please click here.

  

Blog Series: How To Test For Internet Marketing Success: Part 1 — What NOT to Test

Internet Marketing allows us a much easier time creating tests and learning the best ways to improve the results of our online marketing projects. In this series of blog posts, I will review the best ways to create, administer, and calculate internet marketing tests to achieve optimal results.

You can test nearly every facet of your marketing campaign, including copy, design, offers, key messages and more. These are not only options for testing, but they are both easier and less expensive than other media types. That being said, testing everything is detrimental to both cost and time. No one has the unlimited time or funds…
First things first, you need to decide what you will be testing. Like a science experiment you should first develop a test hypothesis to determine both what you think the test will achieve, and what you’d like it to achieve. Like similar scenarios, often times determining what to include is found by determining what not to include. Don’t include things that will likely make no difference. Questions like these will only waste your time and not deliver the right results.

The term ‘best practices’ is there for a reason, and this should be another red flag to leave out of your test. If it common knowledge that doing something a certain way is a commonly accepted best practice with published results, the general rule of thumb is that it works, and should be trusted. Use the experience of others to your benefit and save yourself time and money.

Do your homework and seek all the experts and best practices at your disposal. Now that you’ve gotten started, you’ll find a much more concise list of what you want to test and where to go from here.

One example of a best practice is having a form on the right hand side of the page. Virtually all of the landing pages we create have the form on the right hand side. When we started doing landing pages, we tested forms on the left side and they didn’t work as well. Many have come to the same conclusion over the past few years. So here is a good example of both something that we have tested and something that has also become a best practice.Do your homework and seek all the experts and best practices at your disposal. Now that you’ve gotten started, you’ll find a much more concise list of what you want to test and where to go from here.

 

Download Nowspeed’s How To Test For Internet Marketing Success White Paper to learn more.

How to Weave Cause-Related Marketing and Fundraising Tactics into Your Social Media Program

Now that most brands and businesses have finally dipped their toes into the social media waters and are making themselves heard on Twitter, Facebook and throughout the blogosphere, many of them are wondering what to do next with these relatively new communications platforms.

In fact, besides an obvious – and understandable – fear of social media, that’s the main reason so many organizations have hesitated to go in this new direction with their marketing in the first place.  Not everyone is sure how to use social media yet. And there’s certainly still a lot to learn about measuring and monetizing it.

After all, it’s one thing to be tweeting, updating and blogging.  It’s quite another to be parlaying such activities into actual conversations and transactions of the business variety.

But there is a social media marketing strategy that appears to have caught on out there, one that can help marketers like you do well by doing good for others, one that Minneapolis-based Target Corporation leveraged recently by way of its “Bullseye Gives” campaign (which I’ve already written about here), in which the retailer asked its audience to go to its Facebook Fan Page and choose – from a list of 10 – the charities it should “give to the most.”

The idea is to integrate cause-related marketing and fundraising tactics into your social media program so that your constituency will follow, friend and fan you out of kindness and generosity as much as their interest in your products and services.

If you’re supporting a charitable cause, others are more likely to support you in turn – and spread the good word on your behalf.

Wrote Brian Morrissey in Adweek in an article about the “Bullseye Gives” campaign (Adweek, “Cause Marketing Meets Social Media,” May 18, 2009)…

“For brands, particularly those in low-consideration categories like consumer goods, charities can become a cheap way to get access to the megaphones everyone has in social media.”

To the author’s point, I would just add that by joining forces with charities, brands and businesses of all kinds can appeal to the sense of altruism in everyone, providing their constituents with real incentive to act for the sake of giving, not getting, all the while positioning themselves as caring and considerate entities that are truly in touch with the community at large.

As Scott Henderson, Cause Marketing Director for MediaSauce, said in an interview with Beth Kanter on Beth’s Blog: How Nonprofits Can Use Social Media

“Consumers want to know that the businesses they patronize are doing something for the greater community, not just for themselves.”

So if you’re about to take the plunge on your own social media program and you really want to make a splash, don’t overlook the power of cause-related marketing and fundraising. The tactics involved are only as limited as your imagination.  You could…

*Make a donation for every one of your followers, friends and fans.
*Reward a re-tweeter with a contribution to his or her favorite charity.
*Leverage the popularity of consumer-generated media (CGM) and ask your audience to tell you – in   words, pictures and videos – where to put your charitable dollars.
*Post frequently about a cause or nonprofit organization you believe in strongly.
*Stage a contest among a short list of charities, with the one making the best case for the furtherance of its mission receiving a substantial donation from you.
*Give away your products or services in the form of a free “makeover” to those who are less fortunate than you.
*Host a fundraising event that brings together like-minded people on behalf of a good cause.
*Encourage your constituents to develop their own unique ways of giving back to the community, lending your financial support to those who demonstrate the most initiative, innovation and inspiration.

Indeed, there are many ways to call attention to your social media activities so that your efforts on Twitter, Facebook, blogs and the like aren’t in vain.  But giving a piece of the action to your favorite nonprofit organization may be the best of them all.

According to Gavin O’Malley in Online Media Daily (Online Media Daily, “Conventional Cause Marketing Evolves Via Social Media,” March 15, 2009)…

“In the United States, IPG’s Lab found that 92% of consumers said they have a more positive image of a product or company when it supports a cause, while 87% said–when price and quality are equal–they are more likely to choose a brand associated with a cause.”

The bottom line is if you’re wondering what to do next with social media, try giving support to a charitable cause.  What you’ll get in return may be a pleasant surprise.

For more social media strategies, check out our webinar, “How to Build your own Blog and Social Media Marketing Strategy”

Bob Cargill is NEDMA’s 2009 Direct Marketer of the Year

I recently had the pleasure of watching my Co-Creative Director, Bob Cargill, honored with the prestigious 2009 NEDMADirect Marketer of the Year Award. The festivities took place on Wednesday evening, May 6 with a dinner and ceremony at the LaCava Center at Bentley University in Waltham, MA.

With Bob as the honoree, I think it’s fair to say that social media was on everyone’s mind who attended. Bob has been an evangelist for blogs and social media channels for over five years, and his dedication to this rapidly maturing trend has clearly influenced NEDMA and its members’ success: Bob had just finished leading an all-day workshop on “How to use a Blog, Twitter, LinkedIn, Facebook and Delicious to Build a Better Brand” just a few hours before the dinner. It’s no surprise that his lectures and workshops are some of NEDMA’s most popular.

It was personally gratifying to speak with attendees of the dinner who have been profoundly influenced over the years by Bob’s expertise and creativity in direct marketing as his co-workers, colleagues and friends. At Nowspeed, I have the privilege of experiencing this influence every day. This post I’m writing, for example, is part of our Internet Marketing Strategies and Secrets blog inspired and directed by Bob. Our new website, nowspeed.com, aggregates our activities on the blog, and we’re close to incorporating our Twitter and Delicious feeds as well.

Bob’s commitment to transparent two-way communications with clients and prospects helped spark the founding of our own Nowspeed Network with informative, in-person seminars and groups on LinkedIn and Facebook. Our talented web developer, Beth Hauck, has already started working on own website’s interface for the Nowspeed Network. Thanks to Bob, I now see the future of the social web clearly in relation to Nowspeed’s services offerings and my own work.

These few examples are just the tip of the iceberg. To experience what I’m talking about for yourself, well, I guess you’ll just have to work with Bob (if you don’t have a strategy for social media yet, the sooner the better). On behalf of Nowspeed and his teammates, I offer him my congratulations and thanks.

How to Unlock Future Revenue Potential through Five Powerful Lead Nurture Steps – Conclusion: Post 7 of 7

We know that the majority of leads generated today are simply not ready to buy today.  We also know, whether admitted or not, that if today’s lead doesn’t precisely meet all qualification criteria, there is a good chance that lead will go untouched.  More often than not this is a result of many organizations focusing only on securing immediate opportunities and sales.  But for long-term growth, our pipelines must be filled at all times.

Through lead nurture, you are not only leveraging your own captive audience to increase close ratios and shorten sales cycles, you are filling pipeline.  What’s more, in a time when ROI and results are more important than ever, lead nurture is a means of bringing greater value to your marketing efforts, directly influencing buying decisions and impacting future revenue potential.

Note: This is post seven of a seven-post series entitled, “How to Unlock Future Revenue Potential through Five Powerful Lead Nurture Steps.”  To read the previous six posts in Mike’s series, just follow the links below…

For more lead nurture tips, check out our white paper, “Unlocking Future Revenue Potential through Five Powerful Lead Nurture Steps”