Down-Selling Pays Off

SHOW YOUR CUSTOMERS YOU HAVE THEIR BEST INTERESTS IN MIND

Market-347

While we’re all familiar with upselling and cross-selling to boost sales, few salespeople will practice down-selling. Although your higher-priced items likely have a more substantial profit margin, down-selling can be just as, or more, important to your company.

Down-selling is a great sales technique to show your customers you have their best interests in mind. For example, if you think a customer is considering an overly featured product that has no value for their simple needs, down-selling can be a great way to build rapport with a customer and still get a sale.

Down-selling can also be used as a backup if customers reject your original offer or have budgeting issues. For example, you can suggest a comparable product or service at a lower price that better matches their budget or needs. If you haven’t already, this is an excellent example of the importance of categorizing your products when possible, ranging from value/entry level to premium.

Down-selling is a great way to keep the customer engaged in the sales process. In addition, if a customer trusts you and appreciates your honesty, they will likely purchase from you again in the future, creating a loyal customer. After all, a satisfied customer is the best business strategy of all.

Advertisements

Boost Your Facebook Reviews

FACEBOOK IS ONE OF THE MOST POPULAR REVIEW SITES

Market-346

While there are many online resources where customers can leave reviews, Facebook is one of the most popular. Since the majority of your customers are likely already on Facebook, writing a review and recommending a business takes minimal effort. While you can also ask customers to write Yelp or Google reviews, they may not already have a Yelp account or Gmail account and may be less likely to open new accounts just to review your business.

Another benefit when customers choose to review your business on Facebook is that their review is also visible to their friends, family, and other connections, extending the reach of their review.

When you search for a business on Google, a box on the right side appears showing an overview of the business with photos, hours of operation, Google reviews, AND overall review scores from the web, such as Facebook and other sites. This enables anyone to view your Facebook review score, even if they don’t use Facebook.

One of the easiest ways to get Facebook reviews is to ask your loyal customers directly. Make a habit of asking customers how their experience was, and when they provide a positive response, say, “We’d appreciate it if you would take a moment to share your experience on Facebook!” Or “We’re glad to hear it! Please review us on Facebook!”

You can also include review requests as a note enclosed with a package, as a tagline on your email signature, in a handwritten thank you note, or even post a public request on your Facebook page, such as “We hope you enjoyed our latest promotion! Leave us a review to let us know what you think.”

Before requesting a review, ensure that your Facebook page has reviews enabled. Go to Settings > Edit Page > scroll to the bottom and select Add a Tab. From there, select Reviews. Then, drag and drop the order of your tabs to position them the way you want on your Facebook Page.

When asking customers to provide a review, include the direct URL for your Facebook Reviews tab: www.facebook.com/pageusername/reviews.

Create Your Own Vanity URL

A SHORT VANITY URL THAT IS SPECIFIC TO YOUR COMPANY

Market-341_002

While many people use popular URL shorteners (like bit.ly or goo.gl), did you know you can create a short vanity URL that is specific to your company or product name?

A custom vanity URL provides consistent branding, no matter where your content is shared. It also creates link trust, meaning readers will feel more confident sharing your content from a source they trust. Examples of vanity URLs include: nyti.ms (The New York Times) or huff.to (The Huffington Post).

Here are steps to create your own vanity URL:

  • Choose a vanity URL that resembles your regular domain name and is less than 8 to 10 characters. Consider abbreviating your company name, removing vowels, or using initials. Domai.nr is a popular domain suggestion tool if you need ideas.
  • Choose a hosting service, such as Bit.ly – which offers very detailed stats about link sharing, clicks, and more.
  • Buy your vanity URL using any domain registration site, such as GoDaddy or iPage. For convenience, consider purchasing your vanity URL from the same place your website is hosted.
  • Set up the shortener. If you are using Bit.ly, go to “Account Settings” and then “Advanced.” Select either ‘Personal’ or ‘Business’ under the “Custom Short Domain” header and enter the vanity URL you purchased.
  • Create a DNS record for your new vanity domain. If you need help with this step, consider asking your domain registrar.
  • Verify your tracking domain to ensure all click traffic will appear on your dashboard. To set up your tracking domain in Bit.ly, go to the “Advanced” tab in Settings. Enter the domain name you want to track (your site’s long domain name) and verify that you own the domain.
  • Share! As long as you are logged into your Bit.ly account, any URLs from your long domain will be automatically custom-shortened.

If you’d like ideas or samples for creative print marketing tips, contact us today. We’d love to help.

Repurposing Marketing Content

BREATHE NEW LIFE INTO YOUR BEST MARKETING CONTENT

Market-340_001.jpg

Why reinvent the wheel if you have great content available at your fingertips? You don’t have to create new content every day. Rather, you just have to get your existing content into the hands of more people. Here are some tips to breathe new life into your best marketing content:

 

  • Transform points from an article or blog into an infographic or chart that can be used on more visual social media platforms, like Instagram or Pinterest.
  • Consider converting your most popular blogs or newsletter posts into a podcast with a personalized, conversational spin.
  • Expand your reach by submitting your blog posts to content syndication networks.
  • Consider using infographics for slide decks for workshops, presentations, and seminars. The short bits of information are great for creating an outline and can easily be expanded on when talking.
  • Sprinkle customer quotes and testimonials throughout your website as a way to increase customer trust.
  • Repost your most popular previous posts across different social platforms. The shelf life of a given photo or video is short, so reposting actionable content every few months can be a great way to reach new audiences.
  • Replace purchased stock photos on your blog or website with photos taken during company events to make your website more personalized and friendly.
  • Convert webinars into video tutorials to educate your audience on their own time.
  • Turn frequently asked questions into a blog post. Chances are, if a few customers are asking questions, there are a lot of customers interested in the answers.
  • Creating bite-sized video clips that act as teasers to full videos is a simple way of reusing your already created video content.
  • Break up longer articles or posts into a themed series. A series will build up anticipation for your audience and helps to spread the ideas out over time.

If you’d like awesome ideas for how to reuse your marketing content creatively in print, give us a call today at 856.429.0715!

When to Post on Social Media

Market-339THE BEST TIMES TO POST

Managing multiple social media networks can be challenging, and so can knowing the best times to post. While there is no one-size-fits-all answer since every type of business has varying audiences, here are the most suggested time frames and a few things to consider when posting on social media:

Facebook

  • Early afternoons on Thursday is the most recommended day to post on Facebook.
  • Early mornings and late nights are the least optimal time to post.
  • Video posts are among the most popular.

The less people want to be at work, the more they are on Facebook.

Tool to consider: Fanpage Karma. It not only analyzes your profiles and those of the competition but also manages all your customer conversations in one tool – even composing, planning, and publishing posts.

Twitter

  • Thursday around Noon is the most recommended time to post on Twitter for business-to-business audiences.
  • Weekends and Wednesdays are most popular for business-to-consumer.
  • Noon and 6 p.m. have the highest click-through rate when people are on lunch breaks or commuting home.

Tweets that are engaging and build trust in your brand are more effective than those that are purely promotional.

Tool to consider: Followerwonk helps you dig deeper into Twitter analytics and see who your followers are, where they are located, and what they tweet.

Instagram

  • Monday through Friday are the best days to post, with Mondays typically having the most engagement.
  • Avoid posting around 3 p.m. each day, since that has the lowest engagement.

Build your audience with the 80/20 rule – which means 80% of content should be educational and engaging, while 20% is self-promotional.

Tool to consider: Over is an app that lets you apply overlayed text and graphics onto your photos and is great for sharing tips, inspirational quotes, or adding a creative twist.

LinkedIn

  • The best times to post are between Noon and 5 p.m. from Tuesday through Thursday.
  • The worst times to post are Monday and Friday.
    Encourage your employees to share your company’s content.

Tool to consider: LeadFuze allows you to quickly create a list of leads and target accounts through a simple search.

Pinterest

  • Most Pinterest users are female and are more active in the evenings, with activity peaking at 9 p.m.
  • The most popular time to pin is Saturday between 8-11 p.m. or 2-4 a.m., although the best time for fashion & retail is Fridays at 3 p.m.

Tool to consider: Buffer can help you find great images to Pin from any website and immediately add to your Pinterest schedule with the Buffer browser extension.

If you need help promoting your social accounts in print, give us a call. We’d love to share our ideas!

Small Business Marketing Ideas

CREATIVE AND COST-EFFECTIVE WAYS TO MARKET A SMALL BUSINESS

Market-338_001

Here are a few creative and cost-effective ways to market a small business:

  • Consider a door hanger or recurring postcard campaign to all residents in an X-mile radius of your business. Consider highlighting lesser-known products, offering an exclusive discount, or inviting them to a free hands-on training event.
  • Build relationships and get involved in your community through charity events, sponsoring local sports teams, volunteering at fundraisers, or donating your time or services to local non-profits.
  • Develop a customer loyalty program with a variety of special promotions and incentives that would appeal to your particular customer base, such as birthday discounts, a reward punch card, free shipping, monthly discounts, free upgrades, and more.
  • Engage with your audience on social media. Post information on new products, link to interesting industry news bits, and encourage customer conversations.
  • Become an industry expert. Create a blog or newsletter with a customer Q&A section and offer helpful tips and tricks that will make people think of you next time they are ready to purchase.
  • Create a monthly contest. For example, encourage visitors to guess how many jelly beans are in a jar for a chance to win a [fill in the blank].
  • Create a customer referral program. For example, provide custom-printed referral cards that provide an exclusive discount to new customers. Also, reward existing customers based on how many new customers they recruit.
  • Build your customer testimonials and reviews. Request customer reviews, and make sure you respond to all reviews, positive or negative.

If you’d like help creating marketing materials to grow your business, give us a call or visit us online today at http://www.sjprinter.com!

Marketing Your Fundraising Event

AFFORDABLE MARKETING EFFORTS TO CONSIDER FOR FUNDRAISING EVENTS

Market-337.jpg

Here are a few affordable marketing efforts to consider for your next fundraising event.

  • Apply for a Google AdWords Grant, which is a program that offers free Google advertising to eligible non-profits. To see eligibility requirements and how to apply, visit: https://www.google.com/grants/eligibility
  • Secure sponsors who can provide funding and help attract a broader range of attendees. In return, use their logo on all promotional materials.
  • Focus on your cause and think of ways to attract others with similar passions. For example, consider making a brochure, slideshow, or video that talks about ways that your fundraiser can help the lives of others.
  • Submit a press release with a newsworthy angle to area newspapers and magazines, local bloggers, community calendars, and radio and television stations to increase your promotional efforts.
  • Create a Facebook event page with event information, registration links, and event updates. To keep information current and top of mind, consider posting auction item announcements, success stories, thank-you messages to volunteers, and a Q&A for your audience.
  • Create a unique Twitter hashtag for your event so followers can easily track event-related tweets. Consider tweeting photos of last year’s event, your promotional flyer, and even featured auction items.
  • Distribute flyers at other locations or events that are related to your fundraiser. For example, if you are organizing a fundraiser for a local animal shelter, consider handing out flyers at a dog park or local veterinarian.
  • Ask volunteers, community members, and donors to help spread the word. For example, you can ask others to invite their family and friends, share your Facebook event, and distribute posters and flyers.
  • Increase donor retention by following up after the event. Consider sending a newsletter with an update on how much your event raised, or sending thank you letters, emails, or even phone calls to show your appreciation.

If you’d like help creating affordable print materials for an upcoming fundraising event, please let us know. Our printing team can offer several creative, yet cost-effective ideas to ensure your fundraising event is a success.