Balancing frequency and relevancy is key to successful marketing

Small business owners have a number of communication channels they can use to reach consumers nowadays, ranging from social platforms such as Facebook and Twitter to email. The allure of having so many different ways to communicate with prospective buyers has led many entrepreneurs to ramp up the frequency at which they send messages to consumers, as they feel the need to capitalize on the variety of platforms.

As a recent study from ExactTarget shows, however, just because small businesses can promote their products to consumers through these channels, doesn't mean they should. The report found that the majority of consumers unsubscribed to brands that flooded them with messages, regardless of whether it was through Facebook, Twitter or email.

Nearly half of Facebook users (44 percent) said they "unliked" a company that wrote too many wall posts, which was also the leading reason respondents ended their social relationship with the offender. Consumers who subscribed to a company's email list also indicated that messages being sent too often was the No. 1 reason to unsubscribe, with 54 percent of respondents expressing this concern. While this wasn't the top reason for Twitter users to unfollow a company, frequent posts was an issue for 39 percent of users.

Walking the fine line

Small business owners need to get their promotional messages in front of consumers to make the most out of their social email and marketing campaigns. However, as the report confirms, they can't do this by aggressively sending out messages. This leaves many small business owners in a jam - how can they walk the fine line in between?

By observing other responses from ExactTarget's study, enterprises can get a better idea of what consumers want to see in their communications with brands. Other common reasons that prospects stopped following an organisation is because messages were irrelevant, content was boring or overly promotional and brands stopped sending offers or discounts.

This means that consumers are looking for content that is targeted and valuable and they also want incentives from companies. By using shopping history, customer surveys and other information about consumers, entrepreneurs can create content that is fine-tuned for their specific audience. With their email messages, SMEs should also be looking to segment their subscriber list so entrepreneurs can further target their communications.

Breaking up is hard to do

Sometimes, there is nothing small business owners can do about a consumer wanting to unsubscribe from their presence. While this is definitely a loss, as 42 percent of subscribers say they are more likely to shop with a company that they are receiving communications from, that doesn't mean that it's the end of their relationship with the customer.

As ExactTarget notes, companies should be sure to quickly remove email subscribers from their list after the request is made to do so.

"Handling a break-up properly goes a long way with consumers. Only 16 percent of consumers believe their intent to purchase from a company declined after unsubscribing. Either they weren't buying anyway, or they don't harbor negative feelings that would deter them from doing business with the brand after unsubscribing," explains the source. "On the other hand, making it difficult to unsubscribe can seriously damage a brand's credibility with consumers."

With social networks continuing to exhibit explosive growth, small business owners need to be at the top of their game to see success with their social media marketing initiatives. Facebook has more than 500 million members, while Twitter has nearly 200 million.

Content provided by:  http://www.nebsmarketingstore.ca/

The Effectiveness of Promotional Pens

If you’re looking for a reasonable promotional product to promote your business consider promotional pens. At some point or another, people are going to need a pen, so why not give them one with your logo?
 
Statistics show that during the lifespan of a promotional pen, it will have at least 8 owners, which equates a high logo exposure.

Pens are considered an effective and low-budget marketing tool helping businesses to achieve their marketing objectives affordably. Because of the features, pens are popular and instantly accepted. They can be considered as gifts on varied occasions to create brand awareness. Pens are ideal as corporate gifts, business gifts and giveaways to consumers and prospective clients.

 So, with the help of a small and cost-effective promotional product you can now take your business to the next level and achieve business goals easily.

 During the month of February, you’ll receive 250 FREE Javalina Classic Pens when you order 500. Call 508-888-2111 for complete details.

Market like the big guys

When you place your next apparel order with Heritage, you will see something very unique to the business. Something that will set you apart from everyone else. Our creative packaging (standard on every order) is really turning heads everywhere. Picture yourself handing a nice golf shirt or hat or windbreaker to a client and you have your images and marketing message on the tags attached to the garment. It's different, it's innovative and will be a hit with your client. We are invested in your image, you should be as well.

HPS Calendars are in!

We have completed our 2010 calendars for distribution to our customers. All photographs were taken by members of our team and are shots from all over the Cape and Islands. Look for yours in the next week or two. We will be able to customize these calendars with you name and advertising message. Call us or visit http://www.heritageprintsolutions.com/ today.

Getting Your Brand Out There Everyday

If promotional products are seen in different forms and found everywhere, it is because their advertising potential is explosive. Using them is an inexpensive way to establish your business in a target market with an impact that will reverberate across people's consciousness.

Promotional products are much more cost effective when compared to buying spaces in the daily newspaper or buying airtime on TV and radio. Moreover, because they are bound to be used again and again, it is like having your ad repeatedly played time-and- time again, which can guarantee an excellent return of investment for your business.

Heritage Press is NOW Heritage Print Solutions. A new brand Invested in Your Image.

Visit our NEW website at www.heritageprintsolutions.com.

A New Brand...A New Energy

Invested in a New Brand…Invested in Your Image. Heritage Press is NOW Heritage Print Solutions. Your company image is the thoughts, feelings, beliefs, opinions and VISIONS people have about you, your products and services, or your company. You want to make sure your brochures, corporate apparel, promotional products, stationary and business cards reflect your image. That’s our service to you. Visit our new website at: www.heritageprintsolutions.com. After all your company image is the source of a promise to your customer.

Make the Right Decision

According to studies done by Georgia Southern University, recipients of promotional products are reported to have:


1. A significantly more positive outlook on your business
2. A higher likelihood of recommending your business
3. A higher likelihood of patronizing the business.

Brand recognition means business. Branding is the major focus of any marketing plan and promotional products play an important role in your plans success, because they put your brand in the hands of your clients every day. It’s branding in action.

The challenge comes with choosing the right promotional product. There are over 600,000 products in the industry to choose from. Choosing the right product should take thought and effort. Does the product enhance and compliment your current marketing plan? Will your client find your product useful? Is the product CPSIA certified? Do you have a distribution plan? Are your sales people comfortable leaving your promotional product behind with a prospective client?

These are just a few of the questions you should ask when deciding on a promotional product. An improperly chosen product can hurt the impression of your brand. The three most effective promotional products are apparel, writing instruments and calendars. Do any of these products play a part in your marketing plan? If not, you may want to look into them. Why? Because they work.

So when it comes time to selecting the right promotional product, take the time to choose the right one, it may make the difference between a successful, or unsuccessful Return on Investment.