The Basics
Today’s small business owners and managers have a universal challenge when it comes to marketing their business: With all of the new media choices available, how do I know which ones will effectively attract, maintain and enhance customer relationships?
Making decisions about marketing investments can be frustrating, because there are so many options available. Which marketing tools are most important? What tactics will give you the most bang for the buck? The answer to these questions depends a lot on your situation, your target audience and how they buy. At the most basic level are a handful of key tools and marketing activities that every small to medium company should have. Do you know what they are? Allegra does!
Demographics play a big role in how you market your business or service. As you begin to identify the defining characteristics of each of your target market segments, you will gain valuable insight needed to identify new sources of people (or businesses) with similar needs, wants and interests. What demographics describe your markets? What interests do they have in common? If you have a clear idea of defining characteristics of the target markets you want to reach, you can rest assured there are lists available to reach them.
Direct Mail Marketing is one of the most productive marketing communications vehicles in the world. It allows infinite variety of formats and messages; you can find mailing lists in almost any consumer or business category; and it’s a personal, powerful medium that is ideal for persuasive selling. Compared with other media channels, like print advertising, inserts and Internet ads, direct mail is relatively expensive on a cost per touch basis. But, if it’s managed well, direct mail can provide the lowest cost per response and the highest ROI.
Search Engine Optimization, or SEO, is key to attracting visitors to your website. When prospects type in keywords on a search engine, such as Google, you want to obtain the highest possible ranking. Employing a series of simple and cost-free techniques, SEO helps you increase your chances of exposure to millions of potential clients.
Social Media Marketing is an increasingly important complement to Web marketing. On popular Internet-based platforms such as Facebook, YouTube, LinkedIn, Twitter and MySpace, you can advertise your products or services, conduct contests, make announcements, address customer concerns, and more. Marketers who use social media effectively focus their efforts on creating content that attracts attention, generates discussion, and encourages viewers to share their online experience with friends and family.
Email Marketing is growing in popularity. According to the Direct Marketing Association’s 2009 Response Rate Report, 57.1 percent of marketers planned to increase their use of email. Email’s ability to be personalized and its low cost per touch make it a perfect fit for a cross-media campaign.
Managing all of the components of a successful marketing campaign can be time consuming. Using multiple resources or an agency can be cost-prohibitive. Relying on freelancers is often inefficient. The most effective use of your staff, time and dollars is found in consolidating your program with a single source to develop, produce and deliver your marketing programs.
Beginning with strategy, we’ll work with you to determine if direct mail – or a combination of other channels – makes sense for your business or organization. Then we’ll precisely define your target audience to ensure your communications achieve maximum impact with minimal waste. Taking a concept to creation is the next critical step. We know how to develop and design marketing materials that drive results – all within your budget and timeline.
Of course, we all know a great marketing campaign will fall flat on its face if it doesn’t get into the hands of the right people at the right time. That’s where our mailing expertise comes into play. Our experts stay current with postal regulations and requirements, which means increased efficiencies and postage savings for you.
Allegra is locally-owned and operated. Our focus is on small and mid-sized businesses and organizations that need marketing services and print-related communications. We specialize in direct mail and cross-media campaigns, but also customer/donor communications, special events support and brand identity – whatever it takes to make an enterprise like yours not just survive but thrive.
Want to learn more? Contact your Allegra representative today at 513-554-1797.