The band Kiss formed over 50 years ago. But their popularity soared when they wore extreme makeup, outrageous costumes and combined their music with a theatrical-like performance. Why did they decide to go that route? Because they were determined to create an experience they themselves would have paid money to see. And whether or not you are a Kiss fan, you can apply that same lesson to identify new capabilities for your business.

Identify New Capabilities

When you play the role of consumer, what would you be a customer of? What business or life events drive your interest in, need for, or use of certain products? How could a new capability or better execution simplify, streamline or enhance a process?

After you answer, then go make that thing.

A Personalized Experience

Even in a time of increased concern over privacy, personalization matters. When companies do it poorly, consumers go elsewhere. But, when companies do it well, personalization drives revenue.

In fact, Accenture found that 75% of consumers are more likely to make a purchase from a company that knows their name and purchase history and recommends products based on their preferences. Yet, despite the overwhelming evidence on the sales impact, companies don’t execute personalization effectively.

For example, website visits and outbound digital communications are common vehicles used to provide a personalized experience. But, print plays an important role. One study found that people spend 25% more when using direct mail in combination with email marketing. And, direct mail comes in many forms.

Mini Catalogs

Digitally printed flyers or mini catalogs that contain products complementary to past purchases, along with useful tips, can be used to trigger new purchases. For example, one fashion brand includes details in their materials on how to ensure proper care and cleaning of the item to extend its life. And, a housewares provider includes meal preparation, time-saving tips and QR codes that link to humorous but instructional videos which serve three functions:

Dynamic Kits

Personalized kits containing information that’s specific to a customer’s unique situation isn’t a new concept. But, like many digital communications failures, it remains an area that organizations don’t execute consistently. Whether it’s personalized to a specific individual, a business function or an event, customization impacts the consumer. And, in addition to the potential impact on purchasing behavior, it delivers many other benefits.

In-Store Experience

If you’re like me and avoid shopping whenever possible, you don’t expect to know the location of an item in a store you rarely shop at. But regular shoppers do have that expectation. And, wandering around trying to find the item you need can become an unnecessary time waster. Plus, as stores employ fewer associates to guide consumers, it worsens the problem and creates a brand-eroding experience.

Find Ways To Save Customers’ Time

Using QR codes on in-store signage and displays provides customers extra information that can save them time and heighten their interest. Stores know the location of their products. But many don’t provide a way to access it. Plus, when they do provide a list, the number of items they carry make it impossible to show everything. Using printed materials containing a QR code allows the consumer to easily access an online search tool which makes finding the location easy.

In addition, QR codes that link to additional product information, or even specials that aren’t otherwise advertised, can engage shoppers and elevate their experience.

Obviously, these alternatives require more than printed materials. But, combining the print and online expertise provides an added value experience that retailers can’t find just anywhere.

Create Pop-Up Shops

Pop-up shops usually allow other brands to temporarily set up within another retailer’s store. This certainly can benefit the brand but it also assists consumers. A pop-up shop that provides education and instruction assists shoppers and typically increases the sell-through of that product. Pop-up stores typically include signage, POP displays, floor graphics and more.

Plus, this concept is exclusive to a brand the retailer carries. They can use this same concept to showcase a particular line of products or segments of their own inventory.

Differentiation

In the 70s, Kiss played hard rock. In fact, they were one of hundreds of bands that played that genre of music. Although their music may have struck a chord with certain people, it was the “glamour” part of their act that set them apart

And, also in the 1970s, it was the actual print product that distinguished one printer from another. But, today, advances in print technology make print craftsmanship harder to differentiate. Plus, the shift to younger, less experienced print buyers and the propensity of digital alternatives means it may take some “glamour” to set you apart. Making the thing that you would be a customer of can glamorize your company and create new opportunities that were previously not available.

InterEdge Marketing

InterEdge Marketing specializes in helping organizations identify new capabilities and grow their business through new product development and effective marketing programs. Contact us for more information.

The post How To Identify New Capabilities That Your Customers’ Need appeared first on InterEdge Marketing.

They bombard us. From choosing our morning coffee to relaxing in front of the TV at night. Options. In fact, Starbucks can brew up over 8,000 different combinations to satisfy your need for caffeine. And, U-verse delivers north of 400 stations in genres ranging from cooking to martial arts for your viewing pleasure. Although these endless options should make us happy, that’s not how it works. Instead, it creates decision paralysis. And, research shows that if you’re surrounded by an abundance of options, you typically end up less satisfied with your final decision than if you were given fewer choices in the first place. So, when thinking about how to expand your business, here’s a good option - narrow your focus.

Narrow Your Focus To Expand Your Business

A six-color Komori G40 Lithrone press can produce nearly any printed product on materials ranging from a thin sheet to a thick board. But just because you can produce a vast array of print for almost any company doesn’t mean you should. In fact, narrowing those production capabilities - and your focus - often improves the business outcome. Furthermore, by targeting your capabilities you benefit by:

Expand By Not Expanding

Plus, the strategy of narrowing your focus allows you to minimize additional capital expenditures by leveraging current investments. In addition to the low cost of entry, targeted capabilities can add clarity and strengthen your overall offering.

Target A New Market Segment

For example, a company that sells to the healthcare market recently developed a new product offering that targets medical marijuana producers. Moreover, with the recent passage of the Farm Bill, ingredients such as CBD from the hemp plant are now legal. Since producers of CBD use products similar to medical marijuana companies, the company targeted those organizations as well. As a result, the printer was an early mover into two complementary and fast-growing market segments.

If you serve specific market segments today, consider expanding into others with upside potential like these. If you don’t serve specific segments, then develop a plan to do so.

Target By Specific Products

Years ago big box stores reigned. From clothes and jewelry to hardware and appliances, they carried it all. Then specialty stores opened. Instead of a little of everything, they provided a larger selection of just a few things. Plus, they provided a premium in-store experience, personalized and tailored to the customer, that relies on their product expertise.

Regardless of the types of products you produce, becoming that specialty provider can elevate your position. Rather than general printed materials, productize categories you currently print like brochures, corporate social responsibility reports, signage and packaging. In addition, combine a strategy element to your product offering. When doing so you deliver an expertise that generalists will never be able to mimic. Here’s what I mean. Combining services like customer modeling, persona creation and conjoint analysis with brochure production allows you to uncover and better understand the needs of your customers’ target audience and develop more useful printed materials. Ones that provide a greater return on their investment.

It’s true that many prospects only want you to reprint or make minor changes to a previous version but you can develop far deeper and more profitable relationships through a specialized offering.

Furthermore, a targeted offering can drive production efficiencies and profitable production runs.

Target By Customer Type

Many years ago, after moving into our first house, we consulted a landscaper to help us improve the curb appeal. We had read about his company in the local paper which chronicled his work in one of the more expensive subdivisions in town. After touring our yard and hearing our questions about relocating some of the current plants instead of buying all new or doing some of the work ourselves to keep costs in check, he berated us for being cheap. We weren’t his ideal customer nor was he our ideal landscaper.

But, just as there are customers who want to economize, there are others who are willing to pay list price for services if they perceive the value. And, you can target either option. Lower cost materials and streamlined workflows can reduce your price point and cost structure. Or, you can cater to the opposite extreme, clients who appreciate additional features, personalized service and don’t mind the costs that come with it.

In addition to the economy or luxury type buyers, you can target:

Unfortunately, they don’t sell a list of prospects that fit each of these categories. However, by positioning your organization appropriately and doing your homework you can identify viable targets.

InterEdge Marketing

InterEdge Marketing helps you expand your business through effective business strategies and marketing programs. Contact us for more information.

The post Narrow Your Focus To Expand Your Business appeared first on InterEdge Marketing.

New and innovative. Two traits that business customers expect and value. In fact, the Nielsen Global New Product Innovation Survey found that over 80% of customers considered innovation a key reason they chose to buy from a company. And, as for new products, more than 60% placed a higher value on companies that offered new products. Yet, the majority of new products fail. So, how do you uncover new business opportunities that maximize revenue opportunities and minimize failure rates?

Uncover New Business Opportunities

What are the two reasons new products fail? The inability to pinpoint customer needs and demand. It seems obvious but for a new product to succeed it must fulfill a customer need. But, companies don’t intentionally develop a product that their audience doesn’t need. Instead, they miscalculate the value their new product provides. Meanwhile, by targeting your customers’ value chain, you can uncover new business opportunities that increase user acceptance and the revenue you drive from them.

Target Your Customers Value Chain

Before Harvard Business School's Michael E. Porter coined the term "value chain", organizations looked at fulfilling a customer need as a catalyst to expand their services. For example, photography, design and other premedia functions were common added-value services that were complementary to a print service provider. In addition to serving current clients, these services opened up new business channels and, at times, became a meaningful revenue source.

Analyzing a value chain is similar but does more. It helps you dissect business activities and identify opportunities that are less obvious but no less important.

For example, marketing and sales are primary activities engaged in by all companies. Whether it's a 1:1 email from a rep or a multi-step direct mail or email campaign, data is an essential element companies need to effectively connect with prospects or interact with customers.

Contact List Management

One of the top reasons for poor email open and click-through rates is bad data. And, the same is true for direct mail response rates. Whether your customers include small- and medium-sized clients or Fortune 500 companies, it’s a virtual guarantee that data is an issue. And, with the large amount of information organizations are collecting, it will only get worse.

Data challenges come in a variety of shapes and sizes. For example, a direct sales team may use a few thousand contact names to assist the prospecting process. While a marketing team running direct mail or email campaigns lists are significantly larger. In both situations, they often start with a purchased list. And, like any business, list providers vary in quality and price. Plus, there are rules on how long you can use those contact names before you have to pay for them again. But, if contacts engage, they become your property, meaning it’s essential to manage them properly to keep your costs in check.

List management is essential but difficult. It’s often done poorly, especially if there is no dedicated person to manage the process.

Furthermore, CRM systems, usually maintained by the sales team, also need attention. And given the sales reps I know, they are good at paying attention to customers but not data. Unfortunately, when that data is used in a follow-up email or feeds mailings it often results in undeliverables. That translates into more aggravation, fewer engaged prospects and a reduction in sales-ready leads.

But, when lists are cleansed, updated, segmented, appended and otherwise maintained, the success of marketing programs increase.

Succeeding At Contact Data Management

In fact, succeeding at contact data management requires both an expertise and a commitment to the process. Hiring an FTE or contracting with an experienced source is essential. But coding or software development skills aren't necessary. In addition, there are SaaS contact database tools that allow you to provide this service to multiple clients. Plus, it also allows you to scale, providing services to additional clients with minimal incremental cost.

Discover More Opportunities

In addition to contact data management, there are additional data analysis challenges that companies face. Analytics, funnel analysis and lead scoring are three areas many organizations don’t effectively address today.

For example, website, email and social media analytics provide insights into customer behavior and, when analyzed effectively, can guide changes that improve the customer experience. Funnel analysis relates to the steps a prospect follows before they decide to purchase an item or fill out a lead form. Eliminating bottlenecks, reducing churn and improving communications by identifying segmentation opportunities are key elements here. Lastly, lead scoring can assist the sales team by identifying prospects that are more likely to have an immediate need. Each area has revenue implications.

Furthermore, expertise in these areas elevates your role as a consultant and guide marketing program development that are both electronic and print.

InterEdge Marketing

Are you looking to expand your services? InterEdge Marketing works with organizations to analyze the market opportunities that best leverage your business strengths to identify new products and services that will grow your business. In addition, we specialize in developing and deploying effective marketing programs that will maximize the return on your investment. Contact us for more information.

The post Uncover New Business Opportunities Using Value Chains appeared first on InterEdge Marketing.

The fact is, a new service or product expansion undergoes a detailed ROI analysis. And, few equipment purchases receive final approval without a realistic payback period. That makes sense. But, where do sales and marketing fit in? An effective and coordinated marketing program will elevate topline revenue and propel the payback period into a best case scenario.

How To Develop A New Services Marketing Program

It takes diligent planning to prepare, install and successfully execute a new capability. And, the most effective way to ensure top-line growth is to develop a new services marketing program using the same diligent planning process.

Regardless of whether you added a capability previously or plan to in the future, integrating an effective marketing program in conjunction with your new capabilities launch will accelerate your revenue.

The Critical Path

In project management terms, the critical path is completing a project in the shortest amount of time possible without sacrificing the requirements essential for success. But, the critical path to your customers’ decision-making process starts with “what’s in it for me”.

So, the first step in marketing your new services is to quantify the following:

The customer pain points that led to you adding the new capability
Your value proposition and how it benefits the customer

Fill in the blanks: Companies with problem ______ use our new service to accomplish/improve/eliminate________.

Define Roles And Responsibilities

Next, as a management team, define the roles, responsibilities and timelines.

Furthermore, if you don’t have the internal resources to start marketing your new services effectively, look outside the company. Adding a few more customers to the mix will far out weight the cost of external support.

Sales And Marketing Responsibilities

A successful launch requires a team effort. A new services marketing program combines functions from both sales and marketing. Since responsibilities vary depending upon the organization, you may choose to distribute tasks differently than recommended here. But, applying critical path dates and deadlines will keep your campaign on track.

Sales Tasks

1. Develop a target account list. These are the customers and prospects most likely to need your new capability and/or represent significant revenue opportunities.
2. Assign new prospect accounts to the appropriate reps. Develop a contact list of decision makers in each target account. Make sure it includes both the email and street address. This information is essential to communicating information as your capabilities near launch. If you use a CRM system, download the data from there.
3. Determine how your sales team will target these accounts. For example, it might include scheduling presentations with key decision makers, developing a webinar or conducting a facilities tour to see the capabilities in action. Plus, add relevant information to PowerPoint decks and a capabilities overview for RFP responses.
4. Develop a training plan to ensure the sales and customer service team understands the capability, what to look for in an account to identify an opportunity and how to present it effectively. Make sure they have the basic knowledge that allows them to answer questions. And if they aren’t able to, define the subject matter expert who can follow up.

Database Marketing Tasks

Data and customers are unique company assets. Although both are essential to your entire business, using data to better understand your customers and target your best prospects will pay long term dividends.

1. Develop the spreadsheet format that sales should follow when compiling the target account list. Although they are only responsible for the customer and prospect information, consider adding other useful fields such as vertical market, company size, department, YTD sales revenue and other data that will better help you identify the best prospects and market your new services.
2. Once sales completes the list, refine it. Start by cleansing their data. Correct misspellings, capitalizations, incorrect use of company names and email address extensions.

Equal Opportunity Communications

In a recent presentation to the Great Lakes Graphic Association, James Martin, Executive Vice President of the Specialty Graphic Imaging Association said, "People don’t know how they want to access information until they need it. At that moment, they want it in the form that best fits their needs. That could be print, website information, a blog post, social media and more. And that means you need to make sure your message is available in various forms that allow a prospect to access it in the way they prefer."

You should develop communications for a new services marketing program in the same way.

Marketing Communication Tasks

1. Develop website content and marketing materials that appeal to the needs of your target audience including:
   • Brochures/Sell Sheets
   • Direct Mail Pieces
   • PowerPoint Slides
   • New Web Page(s)
   • Website Banners
   • Blog Posts
2. Use the pain point and value proposition information here. Although this is a single related task, it will take time to plan, develop, review and produce this information. So, allocate the appropriate time and resources.
3. Develop content that describes the new capability, similar to the message in your marketing materials, that your sales team can post to LinkedIn, Facebook or the other social media channels you use.
4. Develop a case study detailing the value it provided your customer. If you don’t have one to feature today, develop a use case to better demonstrate how your new capability benefits customers.
5. Make it a topic of your newsletter. Connect newsletter articles to the content you develop.
6. Develop a nurturing campaign. For example, a multi-drop email campaign highlighting customer pain points and how your new service mitigates that pain will increase awareness of the perceived need. Make sure your emails include an easy way for your client to request additional information

If you don’t have a newsletter or an effective way to execute a nurturing campaign, InterEdge makes it easy to develop and send one regularly.
Click here to learn more.

7. Plan an event or open house. If your new capability includes production equipment, an in-person event builds trust and strengthens relationships.Consider a video.
8. A video can highlight the value of your capabilities regardless of what they are.

A broad mix of tactics is essential to effectively marketing your new capability.

Put It All Together

Once you have your campaign defined, detail the exact dates to complete or launch each task. For example, the target account list will take a few weeks to compile. But, the contact data is essential to communicating a direct mail or email message to those accounts. And, you can’t produce a video showcasing your new capabilities until they are up and running.

Furthermore, the sales tasks require more sweat equity than budget but there are direct costs associated with marketing. So, consider your options and define an appropriate budget.

Don’t Stop Now

These initial marketing efforts create interest and may even generate new business you weren’t expecting. But, long term success is more than a one-shot deal. It requires a consistent ongoing effort. And, that means continuing to communicate useful information and refining your message if necessary.

For example, collect feedback from client interactions to determine if your messaging is on target.

What is the customer service and sales team hearing that’s different from what you anticipated?
Are there key points of distinction prospects value that you didn’t consider?

Take this information and revise your plan accordingly.

Don’t Be A Tree In The Forest

Formulating and executing your marketing plan will allow you to maximize the investments you make. Without a campaign, your new service could turn into the tree in the forest that falls down. Does it make a sound?

Instead, make sure you optimize your top line growth and the value your audience gains from your expanded offering.

InterEdge Marketing

InterEdge Marketing assists organizations that lack the time, resources or expertise to develop an effective marketing program. We specialize in developing and deploying effective communications, both digital and print, that meet the needs of your target audience. Contact us for more information.

The post Marketing New Services appeared first on InterEdge Marketing.

A recent McKinsey & Company study found that B2B digital leaders drive five times more revenue than their peers. And although companies have implemented digital workflows to improve efficiencies and reduce costs, they haven’t innovated around sales and the customer experience—and that’s where the real growth is. And, for many organizations, including Great Lakes Graphic Association members, that experience starts with their website.

We decided to find out by analyzing each member website using a seven step process which you can review in depth below.

In the most basic terms, your website is like the sign in front of your building. It directs customers to the entrance and welcomes them to learn more about you. And, just like a deteriorating sidewalk that connects to a dilapidated building with broken down equipment would give pause to any prospect, so does a poorly designed out of date website.

Website Assessment Analysis

But, just like a company is more than a beautifully landscaped building, an effective online presence is more than an effective web design. Consequently, we evaluated each website using a number of factors including:

Therefore, here’s the key takeaway from this analysis. You should honestly assess how your website fits with your business goals. Then, based on those goals, recognize your need areas and develop an improvement plan that elevates your position and revenue opportunities online.

So, let’s get started!

How Does Your Website Design Rate?

An updated website design increases the possibility that a prospect will explore your capabilities. And nearly 50% of Great Lakes Graphic Association members have recently updated their site providing a compelling first impression. 30% employ an older design but incorporate effective navigation making it easy for their audience to explore their site. Unfortunately, 20% still use an old outdated design, one that creates an unnecessary and potentially inaccurate impression.

If you’re not investing in an updated design, allocate the budget dollars to start that conversion.

Unique Selling Proposition (USP)

For prospects that don’t know your business, a USP quickly tells them what you do, how you are different and why it matters. In a world with hundreds of different printing and marketing options, a USP is especially important. Yet, only 15% of Great Lakes Graphic Association members have one.

Fortunately, this is an easy fix. Take the time to develop a USP that effectively represents your company and services. Then, add it to your website.

Site Optimization

Some organizations spend thousands of dollars optimizing their website to elevate their page rank. And, it can be well worth the investment. However, hefty investments aren’t necessary to execute basic optimization correctly. Yet, only 19% optimize their sites effectively and 44% are below average.

Basic site optimization means that a search for your company name results in multiple search listings for your company. If that search query doesn’t return obvious listings, it’s a virtual guarantee that a prospect will stop looking.

But implementing basic site optimization delivers significant value. Want proof? Here are the before and after results for one company.

Before Site Optimization

Before site optimization the company had no first page search results listings. And, their average search position was 21. This equates to the bottom of page three, a page only 1.1% of users even visit.

After Site Optimization

Six months later, improvements were significant.

Get A Free Website Assessment To Determine How Your Site Rates

User Experience

There are dozens of user experience definitions. But essentially, a good user experience is one that simply meets your user’s needs. And when your audience visits your website, two common needs are:

Samples Sell

Nearly 100% of Great Lakes Graphic Association members provide paper or printed samples upon request. And although 100% of the web sites have a contact us form, why not integrate a simple, highly visible sample ordering process on your website that attracts prospects and generate additional business opportunities?

Sample requests indicate interest. A prospect that requests samples is a qualified lead. And like any qualified lead, they often translate into sales. In fact, one company tracked prospect sample requests and found that 18% actually turned into a sale.

But don’t stop with samples. A gallery or portfolio page show prospects successful projects that can spur interest. And, testimonials are another valuable information source that enhance the user experience.

Testimonials

Plus, these resources, and testimonials in particular, influence the purchasing decision making process. Nearly 75% of prospects correlate testimonials with greater business trust. And when in the purchase consideration phase, higher trust often tips the scale on a sale.

Content

Studies suggest that a purchase decision is more than two thirds complete before a customer even calls a supplier. It’s one reason why website content is so essential. Today, prospects look online to self educate, build understanding and determine if you are a company they should work with. But, it’s not just your audience. Search engines value content as well. In fact, fresh content, such as new web pages, regular blog posts and resources like white papers and case studies can elevate your search ranking.

But when it comes to content, only 8% of Great Lakes Graphic Association members appear to update their site content regularly. And 12% have clearly outdated content.

Why not do this instead?

Blog Posts

A company started regular weekly blog posts. Each one covered information targeting the key industries they served. The posts were optimized with keywords that related to their brand and key service areas.

Search engines indexed this content and served it to prospects and customers as they queried similar information. In six months, impressions (the amount of times their listing was viewed on a search page) increased by five times and click throughs to their website grew by 350%. Lead contact form submissions increased by a factor of seven - often turning into qualified leads.

Today, only 12% of Great Lakes Graphic Association members publish a blog. A number of those don’t contain current information. Although it’s difficult to maintain a consistent content schedule, as you can see, it’s well worth the effort.

Newsletters

With over 2,000 subscribers, a label printer distributes a monthly newsletter highlighting common customer pain points and the solutions the company provides. Email open rates average 30% with approximately 50 contacts clicking through to their website each time. And typically, around 10 of those contacts request more information often turning into a qualified lead.

The fact is, newsletters are a great way to showcase new products, successes and remind customers of your broad product offering. However, only 18% of members promote a newsletter on their website. This is another effective communications vehicle you should implement.

White Papers

According to HubSpot, a white paper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.

A company with digital printing assets developed an extensive white paper that detailed the technology, design implications, material considerations, best fit jobs and more. They promoted the white paper on their website and in their newsletter. In addition, they required an email address in exchange for downloading the document which gave them the ability to stay in touch.

In three months, 60 people downloaded the white paper and 22 of those became qualified leads.

White papers are ideal for prospects as they look to self educate and narrow down purchasing options. 16% of members provide white papers on their website.

Lastly, case studies, with brief narratives and/or data showing specifically how you helped customers increase response rates, impact revenue or save money makes your products and services more valuable. Plus, like testimonials, they help increase trust and can tip the scale on purchasing decisions. 12% of member websites contain case studies.

Lead Generation

As detailed above, website content serves prospects through their spectrum of needs. It connects as they learn about the industry, your capabilities and as they narrow down their list of potential suppliers, when nearing a purchasing decision. And in addition to serving your target audience, effective content generates viable leads for your sales force.

But, viable leads are nothing without a defined follow up program. Equally important, there are a few common elements that increase the probability that a lead will turn into a sale.

1 - Collaborate with your sales force to define a Marketing Qualified Lead (MQL)

What’s the quickest way to discourage your sales force to follow up on leads? Provide them with poor quality opportunities. Although an MQL is not a guaranteed sale, defining leads based on an agreed upon criteria will ensure that your team follows up on viable opportunities.

Common MQL attributes include:

2 - Define MQL follow up KPIs

Even in a B2B setting, studies show that fast follow up generates more discussions and sales. If your sales team doesn’t engage a prospect quickly, the opportunity for further conversations, let alone sales, drop significantly. So, set the follow up time expectations and hold the sales team accountable.

3 - Collaborate with your sales force to define a Sales Qualified Lead (SQL)

Common SQL attributes include:

Although it seems intuitive that viable leads would get regular follow up, they often don’t get the attention they deserve. In fact, a HubSpot study found 44% of salespeople gave up after one try. Conversely, 80% of sales require five or more follow-ups. In addition, 63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy.

Unfortunately, we don’t have data on the amount of manual lead generation processes employed today. However, less than 1% of Great Lakes Graphic Association members use automated lead generation programs, such as marketing automation.

Do you have a detailed process for following up on leads generated from your website?

In The Final Analysis

Great Lakes Graphic Association members website ratings are similar to other manufacturing sectors but rank below segments like technology, retail, financial services and healthcare.

As cited above, there are dozens of attributes that contribute to an effective digital strategy. If your website needs improvement, chart the course and start making those enhancements. Websites aren’t a new phenomena. In fact, they are about to turn age 30. So recognize the impact they can have on your business and take the necessary steps to generate the leads and capture the revenue you deserve.

Whether it's recommending digital strategy improvements or executing the right tactics for Great Lakes Graphic Association members or any printing company, InterEdge Marketing provides numerous services that elevate your position online including  website marketing strategies, content marketing and lead generation programs that help organizations drive revenue.

Subscribe to our newsletter to get bi-monthly tips on how to elevate your marketing programs.

The post Effective Customer Facing Digital Strategies  appeared first on InterEdge Marketing.

Return on investment. From the capital we allocate to the expenses we incur, a material ROI is our goal. For example, the new piece of equipment that reduces energy and consumable costs is easy to quantify. But, the brochure to promote your new product, not so much. Nevertheless, effective marketing programs can generate a return on investment.

1 Using Blog Posts To Increase Site Traffic And Leads

I was on a flight last week and decided to read an actual book instead of opting for the wifi. So, after a 90 minute hiatus, I took my phone off airplane mode, reconnected to wireless and...

27 new emails appeared.

In fact, website content is like your phone on and off airplane mode. No updated or new information is the airplane mode. Customers can't get your signal. But, when you post frequent updates that target audience needs, your service hits five bars.

Furthermore, prospects, customers and search engines all value fresh content. And, blog posts are an effective way to generate regular information the target audience needs. To illustrate, a LinkedIn study of 5470 professionals that had some part in the purchasing process identified blog posts as their preferred type of content. And for an organization that sells to hospitals, it served as the perfect vehicle to educate their audience, build brand equity and generate new business opportunities.

Blog Program Recap

2 Newsletters That Inform Current Customers And Attract Prospects

Many years ago I experienced my first “uh oh” moment as a new sales rep. My new sales manager was in town and we were making calls together for the first time. We met with a buyer and had a good conversation until…

Sales manager to customer, “Did John mention our new capabilities and the value they can provide you?”
Customer to sales manager, “Why no, I wasn’t aware of them.”
John muttering to himself, “I told you about them last month and we discussed how they might benefit you.”
Sales manager shoots John an icy glare.

It was my first lesson on customer information retention, or lack thereof.

The fact is you, me and our customers often don’t remember useful information. The large amount of data we consume daily compounds the "in one ear and out the other" syndrome. Siri and Alexa make it worse. We need information when we need it and that’s often on demand.

That’s why a thoughtful, informative, useful newsletter is so valuable. It keeps your brand top of mind, makes subscribers aware of your services and the value they provide. Plus, it can serve as a lead generation vehicle.

Here’s the impact a newsletter had for a company in the packaging business.

Newsletter Program

3 White Papers Educate, Inform And Attract Prospects

If you are a business applying for building permits in the city of Chicago, one politician might influence how you purchase legal services. But, your prospects typically conduct purchasing research in a different way. They frequently look online to self educate and formulate purchasing decisions.

So what type of information can you provide to help guide them through that process?

A Harvard Business Review study found that a proactive, prescriptive approach that guides customers through decision making increases the likeliness of purchase ease and decreases the likeliness of purchase regret.

Developing white papers that inform, educate and simplify the purchasing process have a direct impact on sales.

A company in the commercial printing industry used white papers to educate prospects on how to personalize printed materials and direct mail. It contained:

Plus, this white paper serves as evergreen content. Although it may require minor updates, the information will stay relevant and continue to attract their target prospects.

White Paper Program

4 Webinars

In third grade one of my classmates rubbed dirt in the face of a girl at recess which made all the boys laugh. And, it caused my teacher, Miss Likens, to end recess early and herd all the boys back into the classroom for a stern lecture, because, she insisted on telling all of us together to ensure we understood the severity of our actions.

There's something about delivering information to a group that impacts learning. Webinars aren't stern lectures but when your audience doesn't understand or even misunderstands the benefits of your services, a webinar can elevate their understanding and create new opportunities.

When the sales team discovered that customers didn't understand the value of their new mailing services, they used webinars to answer questions and convey their value proposition.

Webinar Program

5 Content Distribution Expands Your Audience

If you took a marketing class in college you learned about the four Ps. Selling a product successfully required an effective marketing mix that included the price, promotion and place (aka distribution). For example, if you have a great product at a fair price, that consumers are aware of and interested in, but they can’t get it easily, your sales will suffer.

Content incorporates similar attributes. Well written, useful information that addresses your audience needs, but is hard to find, has minimal impact. That’s why content distribution is so important. Whether it’s your blog, newsletter, social media or guest posts for other publishers, broader distribution means that more prospects will see and potentially act upon your content..

A digital printing company used a content distribution strategy to gain article placement in publications that covered retail, their target audience.

Content Distribution Program

InterEdge Marketing provides website marketing strategy, content marketing and lead generation programs that help organizations drive revenue.

The post 5 Examples Of Effective Marketing Programs appeared first on InterEdge Marketing.

Arguably, in the last 10 years there's been no better growth driver than leveraging internet trend opportunities. And over the last 20 years, there's no better person to analyze those trends than Mary Meeker. As Wired Magazine points out, "she has nailed the most important dynamics of the tech and investment climate, from the spread of mobile computing to the rise of China."

Her annual internet trends report is eye opening. You can view the entire 355 page slide deck here or explore the internet trend opportunities summary in the post that follows.

The second of three installments, this summary highlights her presentation covering topics including internet advertising, internet search using images and voice and augmented reality. It details the key trends and outlines specific steps you can leverage to impact your business.

Read the Internet Trends installment one here. It analyzes how mobile device usage and digital media consumption impacts your business.

The Impact Of Online Advertising

Online Advertising will surpass TV advertising in late 2017. Furthermore, in 2016, mobile advertising exceeded desktop. However, there's a gap in the amount of mobile adds served on mobile devices which creates an opportunity. Here's why.

For baby boomers, generation X and even older millennial's, it's hard to fathom an advertising medium more powerful than TV. But it's time to pass the torch because later this year, Internet advertising will exceed TV. In reality, Internet advertising isn't just more powerful because it has a higher share of expenditures. It's more powerful because businesses small and large can economically leverage the medium to generate leads and revenue.

And the ecosystems keep growing. Facebook exceeded 2 billion users worldwide. Nearly 68% of all searches take place on Google. Therefore, it's not surprising that Facebook and Google represent 85% of the online advertising dollars spend. With Facebook's demographic information and Google's on-going geo targeting improvements, each network provides even more effective ways to target your end consumer.

But that's not all. With dollars from mobile advertising exceeded those from desktop to over $73 billion, businesses haven't adjusted their expenditures accordingly. And with the continuing growth in digital media consumption through mobile devices, advertising on those devices creates an opportunity. If you use Adwords, Facebook Ads or other online advertising tools today, or benefit from lead generation, online ads represent untapped potential you can leverage.

Ads are becoming storefronts. With the precise targeting capabilities exhibited by Google, Facebook, Instagram and more, delivering ads is like delivering a personalized storefront to prospects. And even with a small budget, targeted ads are worth exploring.

The Future Of Search

Search is evolving. As a matter of fact, 20% of mobile internet queries use voice search. And, future search will be about pictures.

How will prospects find you in the future? With mobile devices and virtual assistants like Siri, Cortana, Alexa and Google Assistant, consumers will use voice search to find your products and services, requiring an adjustment to site optimization practices. For example, consumers simply ask their device a question using a conversational voice. Instead of typing in "best content marketing company" the voice search might be "where can I find a content marketing company that works with the commercial printing industry?"

But, how do you determine the type of questions a consumer might ask about your company when using voice search? Detailing the questions they ask your sales and customer service team is a great start. Once you've identified this information you can start to include the long form questions as search phrases in your website content.

In addition, these natural language questions are perfect to highlight on a Frequently Asked Questions page.

But the future of search isn't just reserved for voice. In fact, images will provide consumers access to both business and consumer products. Using and optimizing images on your website and engaging with platforms such as Instagram and Pinterest will impact how prospects find you in the future.

Augmented Reality

It's important to maximize the opportunity for prospects to find you through the use of effective site optimization. However, when a prospect is engaged, providing an effective user experience, will further bolster your relationship. Used effectively, augmented reality (AR) improves the user experience. AR assists consumers in many ways and represents an internet trends opportunity you can leverage.

For example, Lowe's uses AR to help shoppers find products within their stores.

A university in China used augmented reality when sending applicants their acceptance letters.

Here's how it worked. Upon opening the app, the applicant saw a virtual model of the university. In addition, history and information on subjects the school is famous for, including aeronautical, astronautical and marine engineering fields, were also featured.

Furthermore, AR applications may accelerate. Although the information isn't confirmed, it's believed that augmented reality could prove to be the biggest addition to the upcoming iPhone 8. Apple has been bullish on augmented reality for quite some time. In fact, Apple CEO Tim Cook stated he believes AR has more appeal than virtual reality. VR places you inside a virtual environment instead of placing virtual elements over the real world like with augmented reality.

Finally, Graphic Arts Magazine believes one of the biggest opportunities for integrating AR into print is in packaging and POP signage. But printed materials of all kinds including training manuals, print advertising, direct mail and catalogs, sales collateral and more are viable options for augmented reality.

Internet Trend Opportunities

Mobile ads, image and voice search and augmented reality are three internet trend opportunities that businesses can leverage. Stay tuned for the next installment covering additional topics including:

The post Internet Trend Opportunities appeared first on InterEdge Marketing.

If you are in the prediction business it's likely that you'll be wrong more than you are right. It's true if you are predicting the stock market, economics or internet trends.

For example, Irving Fisher, one of America's greatest economists, said in October 1929 that he believed equities had reached a "permanently high plateau." Less than two weeks later, stocks plunged and didn't reach the highs they fell from for 25 years.

In 2010, billionaire entrepreneur Richard Branson issued a warning that "the next five years will see us face another crunch – the oil crunch," predicting a severe supply shortage. Today, the price of oil is actually lower than it was then.

And then there is Robert Metcalfe (the inventor of Ethernet). He wrote an article for Infoworld in December 1995 in which he predicted, "I predict the Internet will soon go spectacularly supernova and in 1996 catastrophically collapse."

But one person stands apart when it comes to internet trends. There's arguably been no person more accurate in their predictions than Mary Meeker.

Her annual internet trends report details how behavior changes in everything from mobile device usage, digital media consumption, augmented reality and even video games will impact your business. You can review her 355 page slide deck here. Read on for the abridged version, part one.

Internet Trends

Coupled with continued computing power increases and apps for any purpose, it's not surprising that Internet engagement is increasing. And it's not just checking email. In fact, adult user digital media consumption continues an upward trend.

Mobile Usage

And with the average at over five hours a day, it's not the desktop where internet consumption is most significant. Mobile now accounts for three of those five hours.

What It Means To Your Business

Regardless of your business, customers access information online and through their mobile device.

Is your website mobile optimized providing a good user experience? By effectively delivering content on mobile and smaller screened devices first, you ensure a good user experience even working up to larger-screened devices.

Most companies don't need a unique mobile designed site. However, your website does need to be a responsive design. This ensures it will conform to the screen size of whatever device is used, making it user friendly.

If you aren't incorporating mobile in your website design, you need to start today.

The Waiting Dynamic

the waiting dynamic
/THə wādiNG dīˈnamik/

the process of staying where one is until a particular time or until something else happens.

Look around the next time you're in line. How many people pull out their mobile device while they wait? I'll bet it's close to 100%.

Waiting has changed. The proliferation of smart phones and internet access causes consumers to operate differently when waiting for anything. Whether it's in a grocery store line, in between courses at a restaurant or stopped in a traffic jam (despite laws against it), the fact is, people make those waits more palatable by spending time on their mobile device.

But, it's not just family photos on Facebook. Consumers use digital media for both personal and business purposes. It's a primary outlet for everything from entertainment to education and research. If you aren't providing valuable content targeting your ideal customer, you won't engage with consumers who increasing look online for that information. They will engage with your content when working and also while waiting. But hopefully not when you are near them in a traffic jam.

Perfect Practice Makes Perfect - Compelling Content Impacts Consumers

Vince Lombardi, one of the most successful football coaches ever, is also known for his many famous quotes. When questioned about the impact of practice he stated, "Practice does not make perfect. Only perfect practice makes perfect."

That's how prospects assess content. A half hearted blog post or web page turns them away. Increasingly, consumers opt out of stuff they don't want. Ad blocking growth continues. You need website content that educates, builds understanding and ultimately positions your services to compete in today's online environment.

Meanwhile, content such as emails and even online ads have become virtual storefronts complementary to online and direct selling organizations. With email returning $38 for every dollar spent, expanding your content through effective email programs will impact your business.

Mobile First Indexing Update

But that's not all. Soon, Google will release it's mobile first indexing update as explained by SEO expert Jayson Demers. Which means that mobile sites will get prioritized ahead of desktop. Both Google and Facebook refocused on mobile five years ago. You aren't Google or Facebook but if you think that mobile doesn't/won't impact your business, you're wrong.

The point is, as the internet and user behavior evolve, it creates more opportunities for you to engage with prospects and sell new customers in ways few of us could envision just 10 years ago. If you are behind today, there's still time to catch up, impact your business and leapfrog the competition. Conversely, if you are on track today don't convert to the set it and forget it mode or you'll quickly fall behind.

Lastly, the Internet Trends report contains other actionable information. Next time we'll focus on augmented reality, the impact of voice search, using social media and chat boxes to enhance customer service and more.

The post 2017 Internet Trends That Impact Your Business appeared first on InterEdge Marketing.

Hiring the perfect sales person. Easier said than done. Even the best organizations have horror stories of seemingly good sales hires gone bad.  Selling is tough. Prospects are hard to reach. Competition is fierce. Sales costs add up. So what's the right answer? It may not be a sales person at all.

Why Content Marketing Works Better Than Your Sales Force

Content communicates in ways your sales force can't. It increases brand awareness and elevates your position in the industry. But that's only the start. Here's why content marketing works better than your salesforce.

Content Marketing Bypasses Voice Mail And Connects With Prospects

In both business and consumer settings, people rarely answer phone calls. Especially if it's from a number they don't know. A prospect may listen to your voice mail but direct interactions rarely occur.

However, just like a phone call from a familiar number, effective content encourages a consumer to engage.

Well Written Content Works 24/7/365

Waiting to board a plane. In line at the grocery store. At halftime of their kid's soccer game. Smart phones allow us to access work at any time of day or night - 71% of smart phone users sleep with their phone! Content that educates and builds understanding impact buyers and influencers in a way that a sales rep can't.

Evergreen Content Sells For Years

How to guides, tutorials, testimonials, videos and infographics can all serve prospects now and well into the future. And with a sales turnover rates averaging 15 - 30%, content will provide long-lasting expertise unlike reps that have moved on and been forgotten.

Content Has Multiple Personalities

And for a sales rep, that's typically not a good thing! But, it is for content. A single topic can be transformed to multiple formats including videos, blog posts, social media posts, newsletter articles and more. Your audience accesses content based on value and convenience. So, it's essential to build your content in multiple forms. Whether it’s recording a video for your prospect to watch on the go with their mobile device, sharing a post on LinkedIn or writing an article for a trade magazine, developing multiple forms of a single content topic increases the impact of each one at very little additional cost.

Content Knows No Geographic Boundaries

Content travels regionally, nationally and internationally without airline fares or hotel stays. Quoted in publications, linked in blog posts, forwarded by readers and liked by followers, useful content journeys to destinations, uncovering prospects that you previously didn't know or target.

Content Connects With Numerous C-Levels, Users, Buyers And Influencers

A single piece of content reaches multiple contacts with varying responsibilities, across job functions and in unique organizations. A persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution, AKA, a white paper, connects and educates prospects at all levels. Case studies and use case examples demonstrate capabilities in action. Content that demonstrates how your organization fits with a prospect leads to more interested prospects.

Why Your Next Sales Hire Shouldn't Be A Sales Person

These are just a few reasons why content marketing works better than a sales rep. But, does content marketing generate more sales volume than an effective sales rep?

Absolutely not.

However, before investing in another rep that guarantees a book of business, a book that never materializes, divert budget dollars to content. Highly effective at informing, building understanding and advancing a potential buyer to the consideration phase, it connects with prospects and makes your best reps more effective.

And when it's done really well, the prospect will even pick up the phone when you call!

The post When Is Your Best New Sales Hire Not A Sales Person? appeared first on InterEdge Marketing.

If you know about marketing automation you've heard about it's benefits. It helps marketing teams identify prospects and market and engage with leads across multiple channels. It automates repetitive tasks and scales with limited additional costs.  And most importantly, it creates more opportunities for sales.

But what about prospects? We've all been one. What's in it for us?

The Power Of Marketing Automation

We've all been there. What happens when something pushes us over the edge. You're doing your job and suddenly you've had enough, you realize there's got to be a better way. Maybe it's a productivity challenge or a nagging problem that won't go away. But, a pain, triggers the need to do something different.

As the prospect, when a company provides a solution to this challenge, you are thrilled! And that's the power of effective marketing automation.

When I was searching for a solution to my business challenge, it was marketing automation that provided the insights to deliver timely, personalized and relevant follow ups. The insights and education that helped me understand my options and formulate a decision. And, the detailed information I needed that led to an ultimate purchase.

Marketing Automation Benefits

Blast emails. Generic messages. Irrelevant information. Don't work.

Prospects want information specific to their needs. Marketing automation benefits your audience by providing the details they seek. Plus, as you gain insights from prospects you can progressively deliver more relevant, specific and valuable information.

And for your marketing and sales team, connecting during those trigger events, with a solution that solves the pain, is the prescription to increasing sales.

But some prospects may not confront a sudden pain. Even so, there are numerous other marketing automation benefits that make it a technology worth considering for both you and your customers.

Marketing Automation Identifies Interactions

With prospects formulating purchasing decisions well before they identify themselves, wouldn't it be helpful to know who visits your website and the pages they explore?

With marketing automation, you can. Although Google Analytics provides general information, the details are limited however, marketing automation provides additional insights. You can see and track which companies are visiting your website, how often, where they came from, what content they’ve viewed, and much more. If they’re a known contact, you’ll even see them by name.

Knowledge Is Power

By understanding a prospects interactions you can communicate in ways that benefit both you and the prospect.

With these insights, marketing automation benefits your prospects by delivering information that assists their specific buying journey.

By utilizing landing pages, contact forms and progressive profiling you can gradually learn more about your prospects, building a relationship that otherwise would have been impossible to form. And, as you build a richer dataset you increase trust and strengthen the opportunity for increased engagement.

Build Campaigns Based On Prospects Needs

With an increasing database of insights, you can build campaigns that target your prospects needs.

When my business pain manifested into downloading a white paper and conducting additional research on the topic, my needs became clear. And voila, I received targeted information that helped answer my questions and narrow my purchasing options.

Whether it's a trigger event, like mine, or a lead nurturing program that educates and engages prospects as they move through their buying journey, marketing automation benefits customers, and sales and marketing. The automation allows you to deliver personalized messages with relevant content that's behavioral based. It's both useful for the prospect and powerful for the marketer.

Use Marketing Automation To Gauge Interactions

Although marketing automation benefits your prospects, user engagement will vary. And for those that do engage, not every interaction is created equal. So tracking and scoring interactions is crucial.

Marketing automation allows you to develop a point system for interactions that are indicative of a prospects level of interest. For example, it's nice to have your email opened but it's even better when a potential customer downloads a white paper or watches a video. And when interactions occur in a certain order - a video followed by a white paper and then pricing - it may indicate a strong interest in your product.

A marketing automation system allows you to automatically uncover these opportunities. And by tallying and grouping these scores, you can better target programs that are relevant to their needs.

Identify Sales Ready Leads

Online from your website or in-person at a trade show or event, only a small percentage of prospects that show an interest in your capabilities are ready to buy today. And those 5 - 15% are easy to figure out. But the numbers say that another 60% - 70% will buy within two years.

Unfortunately, when your sales team follows up only to find there isn't immediate interest, the lead likely won't receive further attention. However, with an effective trigger and lead nurturing program, you'll target prospects with the information and education that often leads to further interest. And, by tracking their interactions and keeping score, you'll only provide sales with the most likely to buy opportunities.

Marketing Automation Benefits

Who doesn't want to know more about their target audience? And what consumer prefers unwanted communications vs. relevant, targeted personalized information? When executed properly, marketing automation benefits both the using company and end consumer. It builds relationships that allows you to turn more prospects into buyers.

The post Marketing Automation Benefits That Turn Prospects Into Buyers appeared first on InterEdge Marketing.