Marketing Truths: Align Your Marketing With Your Business Type

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Today we’re going to continue our conversation on marketing truths. Remember we’ve extracting these marketing truths that are superimposed over every campaign that we do for our clients. We use these marketing truths because they are principal based and they work for many different industries. Today we’re going to talk about classifying your commerce. This is one of my favorite topics because it really hones in on what type of marketing and advertising you’re going to be doing as a company.

First, we have a Relationship-based or “Customer Intimate” business. This is the type of business that’s usually more service oriented. You’re going to have a much better client acquisition process when you put a face and a voice to the business. Remember, people deal with people that they know, like and trust.

Second is a Price Based or “Low-cost Leader” business; if you’re a Best Buy or a Wal-Mart, if you sell products that are more commodities, you’re going to have a low-cost leader based business. With this type of business, it’s more about price and less about customer intimacy. From an advertising standpoint, the ads may be more colorful with more products and everything is about price.

The third type of business is New Product Based or “Product Innovator” this is where your ads focus on the features and benefits of the product, such as Apple or Samsung. You rarely see a spokesperson for these types of businesses because it’s always focused on the product. This determines the selling argument of your marketing. When you put together the campaign make sure that your marketing and advertising is in line with whatever type of business that you have. Make sure the entire process, even the sales process, has the right information in the message.

Again, I am Granison Shines with Direct Business Marketing; I can be reached at 602.369.8119 or [email protected]. When you have a chance go to our website and download our free Marketing Assessment questionnaire. We’ll see you again next week at 10am PST for our Get Direct live webinar series.

Marketing Truths: Capture And Correspond With Your Community

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Good morning, this is Granison Shines, CMO at Direct Business Marketing. We’re going to continue discussing marketing truths; marketing truths being the truths that we’ve extracted and use over every single campaign that we launch for our clients. We took a look at our business and what makes us successful and extracted a few different ones that we’re going to continuously go over so that you can capitalize on them.

We’re going to talk about capturing and corresponding with your community. With your business, you must build your list, which means you need to build a list of clients and prospects. Invest in a good email system or a CRM system that has the ability to create web forms so that we can put those on your website. That’s what we use to capture their information. Number two, send out non-sales emails to build your community. Offer very good information, which I can’t emphasize enough; we don’t always want to ask for the sale. It’s a good idea to build the trust within your community. Number three, you have to ask if there are built-in social communities for the people you are targeting. These are groups that you can join, market to, and that they belong to. You want to position your marketing in front of those groups. These communities are ones that you can tap into, give information, demonstrate your expertise and build your products and services later on. Finally, community equals value equals sales; if you have a community of people that you deliver valuable information to them, this equals sales.

If you have the value-added proposition, preferably for free, it can equal sales. You do have to be diligent about it meaning providing good information should be a constant. We do want the sale, but we’ve proven over the life of our campaigns that this works. When you provide information to a community of people it equals sales. Here is my contact information if you’d like to get ahold of me with additional questions or comments: call me at 602.369.8119 or email me at [email protected]. Please tune in every Wednesday at 10am PST for our live webinars.

Marketing Truths: Building A Better Bridge For Your Clients

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Hello and welcome, my name is Andrew Houglum with Direct Business Marketing. Today we’re going to talk about a marketing truth known as “Building a Better Bridge”. First I wanted to talk about marketing truths and what they are. At our business we’ve found that no matter what you’re marketing, if you follow these truths when you’re developing a campaign and messaging out to your potential clients your results will be much better. As we go through all of these, definitely wash them all and it will help you.

The first one we’re going to talk about is “Build a Better Bridge”. What do we mean by this? This is a marketing truth that holds true from print marketing all the way to online marketing. The first thing in building a better bridge is what are your prospective clients searching on online marketing or looking for offline marketing. The next question is, “What are you selling?” Really identifying your business is important and this is where a lot of businesses make their mistakes because they feel that they’re selling something that they’re not. This marketing truth is basically reminding you to make sure you recognize what your prospects are looking for, what you’re selling and make sure there’s a bridge between the two. Ensure that you can deliver what the prospect is looking for and bridge them over to what you’re selling so they can make the connection between the two.

In closing, figure out what you’re selling, figure out what they’re looking for, build that bridge and all of your marketing materials will perform better. Again, my name is Andrew Houglum; my contact information can be found on the last slide. I’d also like to remind you to join us every Wednesday at 10am PST for more of these live webinars. Thanks for watching.