Using the Holiday Season to Your Advantage in Your Marketing

When it comes to marketing success, the importance of a timely, relevant campaign cannot be overstated enough. You see this all the time with major brands – some big event is going on somewhere in the world like the Super Bowl and marketers rush to be the first to integrate it into their campaigns. As the cheery holiday season rolls around yet again, you’re presented with the perfect opportunity to do exactly that – at least until the stroke of midnight on New Year’s Eve.

But, if you really want to integrate the holidays into your marketing campaign and generate the type of success you deserve, you’ll want to keep a few very important things in mind.

Use Holiday Visuals Whenever Possible

Visuals are always an important part of your marketing collateral, but they become especially so during the holiday season. From roughly November until the Christmas holiday season passes, people are already in a receptive mood for this type of imagery – so filling your marketing materials with holiday-themed colors, Christmas trees, packages, and other items is a great way to make sure you’re noticed.

According to one study, this type of imagery can increase a person’s retention of your messaging by up to 80%. This type of visual element can make your content more likely to be shared up to 40 times more than the average amount.

Look for Local Events You Can Sponsor

If there’s one thing you can essentially guarantee about the holiday season, it’s that calendars will be filled to the brim with holiday events all throughout the month of December. If you really want to attract the attention of that ever-important local market, you should start looking around for local events that you can sponsor. Not only can you help get your brand out there and raise awareness, but even if the event is only slightly related to your product or service you can still make new contacts and generate new leads as a result.

It’s All About Emotion

If there is one key to success regarding holiday marketing, it can all be boiled down to a single word: emotion. The holidays are a naturally emotional time as people get nostalgic for friends, family members, and holiday experiences of years past. It’s also a time where people make decisions emotionally rather than rationally – especially when it comes to purchases. Because of this, you should try to lean into the most emotional factor of your campaigns as much as possible. Focus on cheery words and images that will help people feel good about things like giving back, "paying it forward," and more. This is more likely to trigger an emotional response in your campaign, which will spawn action sooner rather than later.

These are just a few of the core ways you can use the holiday season to your advantage throughout your marketing campaign. Perhaps the most important benefit of the holidays is that you’re working with a built-in ticking clock. Christmas is right around the corner, and no matter what you do, you can’t delay it. People will naturally feel inclined to get those last minute gift purchases in before the big day arrives. If you’ve been playing into the holidays for your entire campaign, you can pretty much guarantee that you’ll be on the forefront of their mind.

Content Marketing Is More Powerful Than Ever

At its core, content marketing is the idea that by creating and distributing high-quality content that is relevant to your products, your services or your brand, you can more easily attract and even retain people who are interested in what you’re selling. If you sell stereo equipment and write a quality blog post about what to look for in a new home theater, you’re more likely to attract new customers by combining that blog with the sales flyer you sent them in the mail.

Put Information in a Format That People Want To Embrace

When people think of content marketing, they usually think of text. While this is true, it’s important not to neglect the visual element. Case in point: pairing your marketing message up with the right visual image can increase the amount of information a reader will retain dramatically. According to one study, people are only 10% likely to remember information they hear 72 hours after they hear it. If that same information is conveyed in a piece of effective, content marketing with a relevant, attention-grabbing image, that number increases to an incredible 65%!

Color Really Does Mean a Lot

Continuing a discussion about the more visual side of content marketing, one of the most important elements that prove these types of marketing collateral can be more effective than ever all comes down to a single word: color. Another study found that if you’re able to include colored visuals in your content marketing (or any marketing for that matter), you instantly increase someone’s willingness to read and experience that content by an astounding 80%.

People Love Learning

Consider the fact that content marketing can be a lot more than just "marketing" – it can be an educational tool, as well. Take infographics, for example – especially since the advent of social media, infographics with rich, striking visuals have quickly proven to be powerful ways to get your message across. In fact, according to one recent study, an infographic is likely to be shared three TIMES more than any other piece of content on social media. When combined with print marketing, you can help establish your brand as an authority in your field to a much larger audience than imagined.

Content Marketing Creates a Higher Return on Investment

If you needed additional reasons to believe that content marketing is stronger than ever, look no further than one of the most important indicators: ROI. Studies have shown that not only does content marketing cost roughly 60% less than traditional outbound marketing like digital ads, but it can also potentially generate THREE TIMES as many leads!

Stats like these go a long way towards proving that content marketing is an excellent way to take your marketing message and present it to your target audience in a way that they’re more than ready to receive. With the right piece of properly designed collateral, you accomplish everything from increasing awareness of your brand to establishing yourself as the real authority you are….. and everything in between. When you consider that 200 million people now use ad blockers as they browse the internet, high-quality, properly designed content is about to become even more important as time goes on.

5 Ballet Business Lessons You Should Make a Point to Learn

Business has quite a few things in common with ballet. Ballet is just as demanding as business, although in other ways. To succeed as a ballet dancer, one must put in a lot of hours of practice. To succeed in business, one must put in a lot of hours of work. For both, plans and dances must be executed in a precise way or the result will not be ideal. Because of these similarities, several things can be learned from ballet that can be applied to business.

1. Create Your Individual Style

Although there are basic components of ballet that ring true, someone who develops their individual style and dares to try new things is someone who will go further than an individual who sticks to only the basic rules. The same is true in business. If you want to succeed, you must stand out from the crowd. Find your own path that is unique to your goals even though you will be utilizing the same building blocks as everyone else.

2. Continue Learning Throughout Your Career

A great ballet dancer never stops learning new techniques and new dances. They simply cannot stop after they have learned only one dance and be successful. In business, this is also true. You must continue to seek out education. Whether it is another degree or simply a class to help you hone in on a skill set, you should never stop trying to learn more and improve your abilities.

3. Practice Makes Perfect

In ballet, perfection is valued and coveted. To reach this kind of perfection, dancers will practice for days, weeks, months, and years on end. They understand that they have to practice to get better and one day achieve that perfection they desire. In business, the same is true. You may have success the first time you do something, but more often than not, you will have to try again. If you believe in a business idea, keep trying and practicing until you get it right. Practice does, after all, make perfect.

4. Know There is a Place and a Role for Everyone

In a ballet dance that involves multiple people, there is a role for everyone to play. Not everyone can be the main dancer, even if they want to be. Someone has to play the supporting role. In business, it is important to understand this because the same is true. Even if you want to be the top dog on a project or in a company, you have to understand that sometimes you simply have to play another important role.

5. Develop and Build Trust

Trust is a huge component of ballet, especially if you are dancing with a partner. If the two partners do not trust each other, it will be apparent, and the dance will not be as beautiful. In business, it is equally as important to trust your partner. Otherwise, you may not give much effort to the project, or you may hold back and cause the business to suffer. Build trust with those you work with and the business will prosper. Choose not to trust, and it can crumble, just like a ballet routine.

There are several parallels between ballet and business. These lessons learned in the ballet circuit are important because they strengthen the dancer. Learn from these lessons, and you will become a stronger individual in the business world as well.

How to Court the Younger Generation: Creating the Future of Your Business by Marketing to Millennials Today

In the world of marketing, there’s a natural instinct to go after certain segments of the population when marketing because those are the ones that spend the most money. That may be good for short-term gains, but any business worth its salt will always be thinking about the future. And regardless of the industry, the future can be summed up in one beautiful little word: millennials.

Commonly defined as anyone between the ages of 18 and 34, or those born in 1982 and up, millennials outnumber baby boomers by roughly a half a million people. They’re the largest generation in the country right now and, make no mistake, the one that the very future of your business will be based on. If you want to court the younger generation and create a solid future for your business, you’ll need to keep a few key things in mind.

Treat Them as Equals

No consumers like to be talked down to or told what to do – but this is especially true with the younger generation. Millennials can absolutely sense "marketing speak," so don’t think that is going to buy you a whole new generation of customers, either. According to one study conducted by Kissmetrics, 89% of millennial buyers trust recommendations from friends and family members MORE than any claim that a brand could make.

Use the same tactics that you’ve been using to win over older generations, but reconfigured for a younger audience. You should still be putting helpful, relevant content that appeals to the people you’re trying to attract out into the world, but keep in mind that what is relevant to a 20-year-old isn’t necessarily the same thing that’s relevant to a 65-year-old. Buyer personas are going to be hugely valuable in this regard to help guarantee your eye is always "on the prize."

You’re a Combination Marketer Now Whether You Like It Or Not

Marketing to specific groups of people has always required putting your efforts to where those people actually are, and millennials are no different. Millennials are nostalgic about direct mail and appreciate personalized invitations and advertising they can hold. Likewise, according to a study conducted by Nielsen, more than 85% of millennials own a smartphone. That means your digital marketing needs to marry with your print marketing for the best way to meet your audience where they’re at.

When used together, print and digital marketing successfully target that coveted younger generation. Think digital with a smartphone-based loyalty rewards program, and connect that program to your direct mail campaign. Social media is another obvious example. Tie your social media efforts with posters, envelopes, and more to create the best of both worlds.

At the end of the day, it’s important to remember that no business – regardless of what it is – is time-proof. If you focus all of your efforts on one particular age range or demographic, you run the risk of accidentally making yourself irrelevant when that group invariably ages out of the product or service you’re offering.

Moving On Is Not Giving Up

No business professional in history has ever had a perfect record. Though you only set goals for you and your team with the absolute best of intentions, sometimes you may find yourself coming up short. Everyone from our parents to our teachers to our mentors has told us over and over again to "never give up, never surrender," when sometimes, you have to do exactly that. The key to coming out all the better for it involves knowing how to identify that moment of surrender when it does arrive, and how to best handle what comes immediately after.

Look for the Signs

The best way to know when to move on from an objective in the world of business involves taking a moment to observe the world around you. How much time have you spent trying to accomplish this task? How much money have you expended trying to do this one particular thing? Would that time, money, and energy be better served if it were reallocated elsewhere within your organization?

At a certain point, you will start to feel diminishing returns. You’ve put your all into something and success is still just as far away as it was when you started. When you have that moment of clarity, the best thing you can do is look deep inside yourself. Do you really believe that you can pull off the challenge in front of you, or do you just hope that you can? If you fall into the latter category, it may be time to move on.

Moving On Doesn’t Mean You’ve Failed

The most important thing to understand about when you should move on from an objective you just can’t quite accomplish has to do with what happens next. If you set a goal for yourself and come up short of that mark, a lot of things have happened -but failure is not one of them.

You can choose to look at it that way if you’d like, but doing so actually limits the power of the moment you have in front of you. Maybe the objective you set wasn’t the right objective in the first place, and everything leading up to this point has been trying to tell you that. It’s a scenario you can see time and time again with some of the most successful companies in the history of business.

Apple, for example, had been set on releasing a smartphone for years – or at least a "smartphone" as per the definition of that term in 2005. Steve Jobs and his team tried, and tried and tried again, and eventually released something called the ROKR E1, a phone designed in conjunction with Motorola that was basically a regular phone with iTunes connectivity built in. The results were disastrous – a rare black mark on Apple’s otherwise top notch record. Jobs had set a goal for himself and had failed to accomplish it the way he wanted.

But instead of saying "Apple and phones are not meant for each other," he thought differently. He realized that what he really failed to do was find the right hardware company to partner with to achieve this goal. He realized that by handling both the hardware and the software in-house, he could get at what he really wanted in the first place. Apple would go on to release the iPhone less than two years later and the rest, as they say, is history.

In the End

When you set goals for yourself, you always do so with the best of intentions. Remember that Albert Einstein’s definition of insanity was "doing the same thing over and over again and expecting different results." Sometimes, you need to know when to try harder and when to try something else. However, moving on doesn’t mean that you’re a failure – it just means that you’ve cleared away the cobwebs, reassessed your priorities, and are ready to redirect that energy into something much more positive and appropriate.

Online Marketing With A Little Friendly Competition

Sometimes it takes a little friendly competition to get your customers engaged. That’s why it’s so common to see freebies, giveaways, and contests posted online and in retail stores. The trick, of course, is finding a contest that your customers are interested in winning. You know your customers best. Selecting a contest to run can be fun for everyone, especially if you can find a way to get your employees excited, too.

Did You Know?
– New campaigns acquire a 34% audience increase on average
– One-third of contest entrants sign up to receive email updates from brands and partners
– Running a mobile contest increases the number of entrants by eight times
– Statistically, the best duration for a contest campaign is 25-60 days

Contest Ideas

One of the funniest and most entertaining ideas is to host a video contest. People are mad about videos these days, and they love to share them on Facebook and other social media sites. According to Social Media Examiner, one such contest by the snack company Doritos brought an immense return. The contest is called "Crash the Super Bowl" and asks customers to create commercials for their chips. Can you just imagine how much fun customers have creating these commercials? Let’s not even begin to discuss the fun of sharing the commercials on Facebook. So while your company may not be as big or popular as Doritos, you can see how this idea can go viral quickly.

Dunkin’ Donuts uses contests to tell customer stories on Twitter. They asked their customers to post how their coffee fits into their day. As you can imagine, many customers came back with responses to this request. Winners starred in their own Dunkin’ Donuts commercial, and these videos were shared on YouTube and Twitter.

Low-Tech Contests

Not all contests need to include high-tech prizes or competitions such as videos. You can ask your followers to compete in Throw Back Thursday competitions with snapshots of them using your products in a funny way or just sending in ideas for how they use your product or service. The goal is engaging as many current and potential customers in your brand, and just plain having fun. If the contest is easy to participate in and offers a prize that fits your niche audience, then you will get a better return. This method of building an audience and cementing relationships with your customers is a proven success. People just want to have fun, and they are busy and stressed. An excuse to join an engaging contest will get them excited.

Kissmetrics offers several ideas that you can adapt to your company to introduce giveaways and contests to your audience. They offer suggestions on how to set up the contest, and how to optimize it and promote it online. Part of the success of a contest is that it can result in user-generated content that you can use during and after the contest to promote your products and brand. Everyone wins because it is fun, engages your audience, and you can get increased traffic and sales as well as new, original content.

Contests are particularly useful during the stressful holiday season when everyone is shopping and spending money. You can offer free products to customers who win, or gift cards that they can use for holiday gifts.

A Simple Business Lesson From the Presidential Election

The 2016 Presidential Election is quickly approaching and, once again, it offers a real "teachable moment" in our nation’s history. Instead of focusing on all of the negativity that seems to be surrounding the United States political system, take a decidedly "glass half full" approach instead.

If running for president were like starting a business (and make no mistake – it basically is), both candidates are providing us with an excellent lesson in customer relations and marketing as we speak.

Know Your Audience

Regardless of what you happen to think about the candidates themselves, one thing is for certain: both candidates know the power of speaking the same language as their target audience. Even though the candidates appear opposed on nearly every issue, it’s hard to deny that they’re each having a tremendous amount of success within their own bases and supporters precisely because they each know what to say and how to say it within their audience. Each candidate regularly draws crowds in the tens of thousands from their most fervent supporters.

However, both candidates are relatively controversial outside of their base supporters, to the point where if they hadn’t made an effort to master and hone these unique voices, they would likely be having trouble establishing momentum at this point. Both of them are still very much "in the game" (against all odds) almost entirely because they’ve taken the time to learn exactly what they need to say and do to build momentum among their own core group of followers.

You Have to Move Past Your Audience at Some Point

Perhaps the biggest lesson that we can learn from the 2016 Presidential Election, however, has to do with growth. While keeping a loyal, enthusiastic customer base is always important, this is only a means to an end – it isn’t the end itself. If you want to continue to grow and evolve as a business, you need to be looking for ways to bring new people into that base and to allow that base to grow. A failure to do so will result in the type of stagnation that will find you spinning your proverbial wheels.

This lesson can be seen throughout the election process as well. Often you’ll see one candidate making a concerted effort to bring as many new voters into their camp as possible, while another seems to be focused on maintaining their existing voters – which can be a problem when you’re running the "business" of a political career.

The raw potential of a single customer for a presidential candidate is inherently limited. Regardless of how passionate someone is, or how much they like you, or how much they’re willing to show their support for you, they can still only vote a single time. Zeroing in on your original, core group of customers with a laser-sharp focus may be an excellent way to make sure they stick around long enough to make that sale (or vote in November), but it doesn’t help you at all regarding expansion.

If you’re so focused on maintaining this core group of followers that you’re willing to alienate everyone who exists outside of your bubble, ultimately you might achieve massive short-term gains, but it’ll be at the expense of your long-term goals. Never be so focused on one group of customers that you’re willing to push another (possibly larger) one away. Understand that ALL businesses require a steady stream of NEW customers to guarantee the growth they need to survive for years to come.

What’s in a Leaf?

If you enjoy watching the leaves float down during the fall season, you probably already know that just like snowflakes, each tree’s leaves are individual and unique. Unlike snowflakes, though, leaves can tell you from which tree they came, and fortunately, there are many resources available to you for identifying trees by their leaves.

Knowing more about your surroundings is important, and it can apply well in a work situation.

Discovery

An excellent resource for identifying trees will take you on a journey of discovery: from the color and shape of the leaf to how many points it has, all to learn more about the tree it came from. It might go on to identify the type of bark, the size of the tree, and more to help you determine which tree you are looking at.

There are many ways you can apply this strategy of discovery with your customers, especially if they are repeat customers. If you think about each customer as if they were an onion with many layers to uncover, you can view each contact with them as an opportunity to peel away one more layer.

Learning

Your customers are individuals with unique personalities, family issues, work challenges, and styles of doing business. You can work on strategies to uncover more information about your customers to help cement a relationship with them. Customers who like you and enjoy your relationship are more willing to continue to do business with you and become loyal repeat customers.

Depth

Depending on how you maintain your customer records, there are different methods of collecting and retaining information about your clients. In an article, "7 Ways to (Really) Know Your Customers" (http://www.businessnewsdaily.com/4890-customer-engagement-tips.html), it offers several suggestions for small businesses to get to know their customers better including gleaning social data from sites such as Facebook.

By getting to know your customers better, you can anticipate when they will be spending, what triggers a purchase, and how you can be proactive in contacting them for their triggers. As you learn more about your customer, you can apply your knowledge to help them better manage their relationship with you, potentially saving them money in the long run. For instance, if they are buying their products when needed, but you see a pattern, you can sell them a larger bulk amount on a periodic basis saving them money and securing the purchase for your account.

Knowledge

Knowing your customers will allow you to separate the A and B level of customers from the one-time business customers. As you develop your relationships with your clients, you can grow your business in depth. Then, using similar methods, seek out new business and begin the process again.

Tips for Nurturing Existing Sales Leads

While bringing new leads into your business is always important, sometimes it’s not the "be all, end all" solution to your bottom line. Remember that according to most statistics, an incredible 90% of new prospects are merely in the "browsing" stage of their relationship with your company – meaning that they’re not quite ready to buy. Out of every new lead you bring into your business, only 5% are ready to pull the trigger – if that. While you may think this means you have to work harder to bring in a higher volume of leads (this is a numbers game, after all), try a different approach. Don’t forget about the leads you already have.

If you want to get better at nurturing your existing sales leads to get them ready for that ever-important purchase, you’ll want to keep a few key things in mind.

You Are an Authority. Don’t Forget This

When people think about nurturing leads, one of the qualities required for a solid relationship is one of trust. Never forget that you’re not just selling a product or service – you’re also selling yourself. People are a lot more willing to spend money with your company if they trust that you know what you’re talking about.

Don’t JUST hit your prospects with sales materials over and over again; this isn’t lead nurturing, this is badgering. Instead, try sending helpful, well-researched content in their direction as well. You need to be focused on establishing that you know what you’re talking about. People aren’t just going to take your word for it. When you spend time positioning yourself as an authority and focusing on the other qualities of lead nurturing as well, people will begin to see you as the solution to their problem when they do feel comfortable enough to buy.

Don’t Just Make Contact When You Have Something to Sell

One of the biggest mistakes that a businessperson can make involves only remembering that a lead exists when you need to increase your sales numbers for a particular quarter. Nurturing leads requires you to keep in mind that you’re talking about more than just line items on a balance sheet – prospects are living, breathing people who don’t like to feel used.

As a result, make an effort to reach out to a few of your potentially higher quality leads even if you’re not pushing a new product or service. Thanks to the power of social media, this is easier than ever. Even a quick Facebook message on a birthday or at Christmas will go a long way towards strengthening (and increasing the ultimate value of) your relationship.

These are just a few of the many reasons why it is so important to nurture your existing sales leads. None of this is to say that you should stop focusing on bringing in new leads and turn 100% of your attention on existing ones. As always, success requires you to strike a delicate balance between the two. But if you let the majority of your existing leads lay dormant for too long, you’re burning a lot more than just potentially important relationships. You’re leaving a lot of money on the table at the same time.