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Is Email Marketing Right For M

No comments · Posted by Howard Larson

Email Marketing…is it for Me?

Let’s look at the numbers…

It’s 4x more effective than direct mail...

It gets 6x more conversions than Twitter...

It gets 40x more engagement than Facebook...

Is Email Still a Relevant Medium…is it “Cool” ?

With Email Marketing YOU target YOUR list and with YOUR message, creating customers, retaining clients, addressing the people who want to hear from you!

Is Email a Good Marketing Investment?

A proven marketing technique with the largest, lasting impact on your ROI

Howdoes Email Marketing Work for Me?

With Email Marketing, it’s easy to see how your email campaigns relate to the rest of your marketing strategy, test ideas, generate reports, define performance and quickly make adjustments as needed.

Putting Email Marketing to Work for YOU!

When you make the decision to put email to work for you and come to rely on email marketing as your primary channel to drive conversions, profits, and customer relationships you will need a simple AND effective way to manage it. Which is why I’m excited to introduce our newest feature...

Email Marketing from Larson & Associates

When Larson & Associates takes control of your Email Marketing, you can:

Seamlessly integrate with your *favorite* email marketing platform. You already have a kick-a$$ email platform you know and love, so why give it up? With Email Marketing, you can easily connect your preferred email platform to CoSchedule with just a couple clicks.

Get click-ready subject lines...every time. With Larson & Associate’s Email Marketing, we do a check to make sure your subject line is rated for how it will be viewed to you get more opens. Email Subject Line Testing is essential to higher email penetration.  And a perfect subject line is the key to drive more opens, more clicks, and more conversions.

Get full visibility and consistency throughout your ENTIRE marketing strategy.

No more disjointed or ‘orphaned’ marketing content appearing from channel to channel.

Every concept, every idea, every message, everything in one place.

Employing a comprehensive and coordinated follow-up strategy to maintain your momentum is essential. Integrating this within your existing Email Marketing strategy is all part of our plan. Sealing the deal and making it work from start to finish, that’s how we roll!

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Exploring The Benefits Of A We

No comments · Posted by Howard Larson
Email marketing strategies have seen many changes over the past two decades. In the ever-changing, ever-evolving world of business and marketing strategies must change and evolve as well, growth is essential. Exploring opportunities and understanding strategy are key concepts to build on.
Keeping up with these ever-evolving strategies can be challenging but the basic concept of using email as a comprehensive, all-inclusive tool to reach large groups quickly remains a sound principle. Without question, Email marketing has gotten more sophisticated. Technological advancements change the playing field constantly. The tools to monitor delivery, track usage and provide real-time feedback on your emails are far more diverse than they were even 6 months ago. New possibilities abound with in-depth statistical monitoring, real-time strategy modification and effectiveness calculations being delivered to your ‘doorstep’ every second! While seemingly daunting and maybe even just a little confusing understanding some of these basic strategy principles and email marketing concepts can help you make ‘cents’ of it all.

The first step on our journey of exploration begins with understanding that there are five types of electronic mail (email) that as an email marketer you should be familiar with:

  1. Prospecting emails: These are similar to outbound calls, only they’re sent out into inboxes instead of phones. A good prospecting email is targeted and personalized, rather than a message sent out en masse. But more importantly, it’s relevant to the prospect – referring to a recent success, perhaps a meeting, showing how you have common goals. Relevance plus personalization leads to trust, which then fuels a relationship, which then turns into a sale.
  1. Promotional emails: You probably receive a bunch of these per day, and chances are, they’ve worked (at least sometimes.) In your promotional email tout a specific product or service, typically with a discount or trial offer. They can be particularly effective for bringing in customers who are still ‘on the fence’ about your product.
  1. Newsletters: Email newsletters look more and more like brand magazines. As with any form of content, you want your newsletters to be targeted and chock-full of usable information and insights. You might find it helpful to base your newsletter strategy around a real industry trade magazine Each of these speaks directly on topics that are important to the niche or industry they represent.
  1. Lead nurturing emails: Also known as trigger campaigns, lead nurturing emails are generated from a specific action on the reader’s end. We’ll talk about this more later, but a great way to build your lead nurturing email list is through gated content (landing pages). This means users have to exchange some information – names and email addresses at the bare minimum – to gain access to the content usually a white paper.
  1. Drip campaigns: These are automated email campaigns that I personally think are the coolest of the bunch. That’s because the content sent out is all based on the recipient’s action or lack thereof. For example, a reader could receive an email containing a link to a white paper. Whether or not she clicks that call to action dictates what email she’ll receive next, and so on and so forth.
Each type of campaign should complement and work with the others in a coordinated action, so it’s to your benefit to mix and match them within your strategy. This way, you can capture as many leads as possible while having enough variety to keep people’s interest.

How to create an email database

A B2B email marketing strategy is nothing if you don’t have addresses to send it to.
Building a database of opt-in email addresses is the best way to go about developing your audience. Then, you can segment and optimize that list for better results. It takes time and diligence but it can be done. An excellent source is any Chambers or Networking Groups you are in, Trade Shows you go to or (golly gee) past and present customers.

Boost your email list by creating:

  1. Email newsletters: You need to be consistent with it. Same time every month, fortnight or week. Ideally, a newsletter supplements your blog posts, news alerts, and other content. At the same time, it makes life easier and better for the reader, either by showcasing special content or any company or industry information or getting your best thoughts together to make it easy for your readers.
  2. Shareable email campaigns: Remember, your existing customers and contacts are a great source of new leads and prospects. Create email campaigns with calls to action encouraging readers to share the information with their colleagues, clients, and friends by forwarding or on social media. If these additional contacts like what they see, they’ll subscribe to future content you put out.
  3. Free tools: If you provide a web-based service, creating free tools is a great way to build an interested audience. Think of CoSchedule’s Headline Analyzer. I don’t have to pay to use it; all I did was give CoSchedule my email address and I can analyze the titles of any content I write. In exchange, I get added to one of their marketing lists, which means I also receive helpful tips on creating better content. Two benefits all for a simple address!
  4. You’re not done once you’ve created your list, however. You have to be diligent about continuously update it with fresh names and new addresses. Your database will disappear by around 23 percent every year as contacts switch addresses, switch companies or opt out of your email communications. So keep your list full and up to date so your messaging reaches as many targeted people as possible
    As a last resort though, not my favorite but sometimes you must buy or rent an email list. The latter option might make prospecting hard, however, so make your choice wisely!
  5. Gated assets: I brought this up earlier, and it’s time for more detail. Gated content gives readers a reason to give you their contact information. They fill out a form, then receive a downloadable asset like a white paper. Best practice is to include a disclaimer on the form specifying that, by submitting their information and downloading the asset, the reader agrees to receive additional content via email.

    You’re not done once you’ve created your list, however. You have to be diligent about continuously update it with fresh names and new addresses. Your database will disappear by around 23 percent every year as contacts switch addresses, switch companies or opt out of your email communications. So keep your list full and up to date so your messaging reaches as many targeted people as possible
    As a last resort though, not my favorite but sometimes you must buy or rent an email list. The latter option might make prospecting hard, however, so make your choice wisely!

    Segmenting your list
    Remember: Content marketing is all about effectively collecting and using data. How does this apply to B2B email? Well, not everyone on your list will be interested in all the content you provide, and flooding a prospect with emails they don’t want is a surefire way to lose their engagement. You’re much better off using data to segment your audience into different categories and sending targeted emails to each group. And the payoff is great. When MailChimp compared users who segmented their emails versus those who did not, they found that the former saw:
    • 9.4 percent fewer canceled subscriptions.
    • 3.9 percent fewer abuse reports.
    • 14.3 percent higher open rate.
    • 10.6 percent higher unique open rate.
    • 101 percent higher clickthrough rate
    A lot of work, but clearly worth it. You can segment your email list by:
    Location: The needs of a Midwest customer might be different than those of one living in New York, so structure your emails accordingly. You can also construct your list of time zones for best open times so pay attention to time zones when sending emails.
    Demographics: Most people think of demographics in terms of age and gender, which are both more suited more for B2C. However, B2B businesses can demographically segment their email lists by company position, industry or other categories. A chief financial officer is probably interested in different information than the marketing manager.
    Content interests: If your lists span a variety of topics, segment your list in terms of who downloads what.
    Engagement: Who opens your emails? Who reads and comments on each of your blog posts or LinkedIn articles? People who are more engaged with your business likely want longer or more detailed emails than those who aren’t.
    Purchases: Customers who bought the same product should have similar needs, so it stands to reason they’ll be interested in the same kind of email content. You can also use this same list to upsell on similar services and products.
    These are just a few examples, and the data you have may tell you to segment your database differently.
    Tips for creating a strong B2B email campaign
    Alright, now that you know what you’re sending and who you’re sending it to, it’s time to get down to the nitty-gritty. How do you write an email that is opened, read and leads to conversions?
    Every section of the email matters, from your subject line to your signature.

    Start with a compelling subject

    A great subject is creative, informative and interesting, but doesn’t give anything away. It intrigues readers by offering a sense of what’s to come, grabbing their interest and not letting go. Make them need to open and read.
    That said, it should also be brief. Most email clients can only display up to 50 characters; anything extra gets cut off. If you must write a lengthy subject line, make sure your readers get the details they need in the first 50.
    Subject line
    Your subject line is a call to action all on its own, and the only action is to click it open. To spur readers into doing so, focus on:
    Urgency: Make your audience feel like they’re missing out if they don’t read your email immediately. If they don’t read it when they get it they probably will not read it.
    Relevance: Your audience needs to know the content inside is worth their while.
    Pain points: Everyone’s looking for a better solution to solve their problems or make them feel better.
    Numbers: Including numbers in a subject is a quick, short way to provide context on whatever you’re talking about.
    Choose a proper sender and address
    A lot of mass emails are sent from It’s an efficient address, but not one that’s good for building trust or humanizing your business. Just imagine if this blog were written by No Reply. Make it real. Choose a real person from your company to be the sender. Many companies select one or more members of their marketing teams.
    Writing content
    Like headlines, your content should be concise. People are busy, and they want to get to the point as fast as possible.
    That said, just because your content is on the brief side doesn’t mean it has to be boring. Break up chunks of text with interesting visuals: CTAs, captions, images, colorful headlines, etc. Just don’t go overboard; use plenty of white space so your email isn’t overwhelming.
    Also, make sure the colors you use are close to your core visual color branding. Everything about your email should scream your company.
    Keep in mind that many people read emails on phones, tablets, and smartwatches. Make sure your emails are designed to display well on these devices.
    Finally, optimize any landing pages linked in your email so you don’t lose conversions at the last second. Slow loading times and poor navigation can all cost you a crucial sale.
    Keep in mind, your email campaign isn’t something you build once and forget about. You need to constantly revisit your email database, segments and messaging to make sure they stay optimized.

    So what are you going to do?

    Email when done right email is the most cost effective kind of marketing you can have. But if you don't have the people to do your own email, Larson & Associates can help you. We are able to address content development, creative, list creation and/or procurement, tracking and the key to what we I feel makes any marketing program work, a follow up phone call to everyone who opens your email up 3 or more times and your results will more than double. Give me a call today at 847-991-1294 and we can talk on how you can take advantage of this powerful marketing tool.

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Just How Many ‘Clicks’ &am

No comments · Posted by Howard Larson
Just How Many ‘Clicks’ & Views Does It Take To Get In?

We are living in a very ‘noisy’ time. Crowded markets vie for our limited attention, each crying louder and longer. We are being constantly bombarded by sounds and images that promote ideas, products, and beliefs.

This constant disharmony makes it increasingly difficult to focus on any one thing. To weigh choices, make informed decisions and to choose. Each day as we make our way up the ladder we are surrounded by the frenzied, howling masses scrabbling for our last dollar or last bit of attention. We learn, whether by choice or necessity, to tune the bulk of these distractions out, to not hear the clamoring and the crying, we minimize our attention and move on. If this is a result of self-preservation, a product of our environment, how can you reach your client? How do you make the sale? How do you ‘touch’ the customer so that they remember you and your product?

We’re all busy people. We all know what it takes; Emails, texts, post, social media – these and other combinations all working to get our attention.

What you may not know is that research has shown that it takes, on average, seven instances of receiving a marketing ‘touch’ before you remember a company’s product or service. So, it not only ‘makes sense’ to ensure that you put together an integrated marketing campaign, it is an essential aspect of being remembered.

When it comes to lead generation, whether you’re targeting new business or maintaining current clients, you need to be creative with your marketing. According to Dan Cadieux from 360 Leads  there are many ways to perform Lead Generation but there are 4 Key Principles that apply to all Lead Generation Activities, they are:

  • Find your target audience~ determine what group you want to attract with your lead generation activities.
  • Communication is key in any relationship- do not just tell them what you are selling/offering. Tell them a relatable story that demonstrates why they NEED YOU. Your message must be loud, you have to be heard over all the “noise”.
  • Data collection is vital for a successful lead generation. Collecting data is part 1, then all your activities must incorporate the collection of prospect data.  Once these steps are done then, it is then possible to go move to the next stage.

  • The final key is to nurture the leads. This is the most crucial stage, this where leads are converted into customers.  You have the leads, now don’t just treat as a feather in your cap, build relationships so they are no longer leads but are now clients.

As an entrepreneur or business owner, you already know that it costs more to bring a new client in then it does to keep an old one. Why then after your investment of time and resources to generate new business would you risk the loss of those clients because you haven’t kept them engaged? Because you haven’t nurtured your leads? As an award-winning marketing agency Larson & Associates understands the importance of developing effective strategies to do this and we stand ready to share this knowledge with you.
Research has shown that businesses can expect an ROI of for every spent on email marketing, 

There are literally hundreds of examples of different marketing strategies that you can choose from to target customers, move your Find your target audience~ determine what group you want to attract with your lead generation activities.

  • Communication is key in any relationship- do not just tell them what you are selling/offering. Tell them a relatable story that demonstrates why they NEED YOU. Your message must be loud, you have to be heard over all the “noise”.

  • Data collection is vital for a successful lead generation. Collecting data is part 1, then all your activities must incorporate the collection of prospect data.  Once these steps are done then, it is then possible to go move to the next stage.

  • The final key is to nurture the leads. This is the most crucial stage, this where leads are converted into customers.  You have the leads, now don’t just treat as a feather in your cap, build relationships so they are no longer leads but are now clients.

Email These don’t have to be long and drawn out, just short and effectively direct and to the point telling the reader what they need to know and how it can benefit them. That’s what successful email marketing is all about.

• In a business so much is done via email but often times email is not used to just keep in touch.
• Email has replaced pen and paper, use it to write personal notes to prospects.
• A company should use the email addresses of prospects it has collected to provide them with valuable information, newsletters, whitepapers, etc.
• Automated email software can also improve the nurturing process if used properly

Whether in a series or a single carefully crafted email about your offer, product or service, it’s vital that the email gets noticed before they have a chance to hit ‘delete’.

Larson & Associates development and design team provides the specific direction and content your business needs to get noticed. We work with you to develop strategies that make the difference!  
Direct Mail If you’re looking for a way to get yourself noticed and get your ‘foot’ in the door then direct mail quite literally opens those doors. This time-tested tool of client-based communication is still a stand-out in today’s technology-driven world.

Many times, the humble DM is the only ‘touch’ opportunity you get to make, so make it count! Creating an engaging copy with a ‘hook’ is the key to catching your customer’s eye when your DM campaign hits their mailbox. Once again, making the message relevant to your clients and their needs is what is important. Larson & Associates team of creatives is ready to suggest ideas that will give your product or service the ‘hook’ you need to stand out.

Data from HubSpot shows us that businesses that blog around 16 times or more per month get 3.5 times more traffic and 4.5 times more leads than businesses that blog less than 4 times a month.

Social The word Nurture means “to care for and encourage the growth and development of someone”. Nurturing in a business context is “encouraging a prospect to develop into a customer”. Prospects will be encouraged to become customers if they have a need that you demonstrate you can fill.

You can do that by further demonstrating your expertise and putting yourself in your prospects shoes, showing you understand their needs.

• On social media sites like LinkedIn and Twitter you have to Nurture & develop a relationship
• Comment on and Like the LinkedIn posts of your prospects
• On Twitter re-tweet your prospects tweets, show that you care about them
• They will then watch you and give you a chance to further demonstrate your expertise

At Larson & Associates, we take the time to understand you and your needs. We help you develop the strategies that keep you and your customers satisfied. We help you implement the plans that make the difference.

Telemarketing With the right approach and the right team, telemarketing is maybe the most effective way to connect with your clients, as well as generate new leads in any marketing campaign.

One approach is to just call your customer base using it as a ‘Customer Courtesy call’ strategy. This has the advantage of keeping your name on the clients ‘radar’ and provides updates about current products and promotions. It also allows you to explore potential needs and circumvent nascent problems. Additionally, this ‘one-on-one’ time provides opportunities to discover more about your clients – who they are, what they want and what makes them ‘tick’. This also a great technique when integrated into your existing program, a follow-up call may be used as a part of the email and/or direct mail strategy.

• Don’t forget what you carry around in your pocket, a phone
• Most people use their phones for everything except talking on it
• Pick up the phone and keep in touch with prospects, nurture the relationship
• Companies might need a reason to call,
• Do a survey: a customer satisfaction survey for customers
• For prospects do a research-based survey finding out their challenges in relation to your industry or product
• Share the findings with them, it’s a way of showing you understand their needs
• Make appointments for your sales reps, have a company call your prospects and try to set up appointments for your sales reps to meet with them.

At Larson & Associates, we take steps to understand your business and your needs. We can provide the logistics and the information, keeping you in contact with your current and future clients. 
Fact is every time you touch a prospect, every channel you use, when you send out and interconnect and entwine your message the odds of engagement and success increase and when think you’re done, make one more follow up phone call to your list.

So, how many clicks does it take? short answer, all of them. Like your business, it is an ongoing challenge that when done right grows, grows exponentially with your business. You are limited only by your imagination when it comes to finding ways to overcome the obstacles to your success. There are no magic formulas or secret codes that can guarantee success in marketing or in business. There are tried and true methods, paths taken and lessons learned by others who blazed the trails ahead of you, we here at Larson & Associates want to be your guides through this noisy and frenetic wilderness. We have the tools and the technology to lead you in the right direction, to succeed. Let the journey begin!

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Magic To Marketing

No comments · Posted by Howard Larson

Let the Show Begin...

The stage is set, the lights drawn low, the atmosphere heavy with anticipation, a hush falls across the crowd as the audience waits with baited breath, poised for the magic to happen…

18 Proven Marketing Strategies

How many times have we witnessed the perfect, almost magical execution of a marketing campaign? A campaign that ties in every idea and brand concept, that not only reaches its target audience but grabs the attention of the multitudes, grows, goes viral and becomes synonymous with the very product itself. This seemingly seamless waltz of idea and ideals of performance and perfection brought together with an effortless wave of the wand?
Unfortunately, there is no magical spell or wizard’s incantation for a successful marketing strategy that works in the real world.

Yet, there are formulas, keys, recipes if you will that can put you on the path to successful marketing and make your success seem almost magical.

The single key concept of marketing is connecting your business’ value, (what you have) to the right customer base (those who want what you have). In itself a simple concept, black and white, right?
Well, not exactly, just as there are literally hundreds of shades of grey between black and white, so too are there a multitude of shades between having what you got and your customers getting what you have. We begin by setting the stage.
There are five basic questions to begin laying the groundwork;
  1. What are the demographic profiles of your customer base?
  2. Where do your customers work, reside and relax?
  3. Where do they go and how do your customers use their internet?
  4. How do they search for and find the products in your niche?
  5. Who do they turn to and who do they trust when forming connections with your product or brand?
Depending on how you can answer these questions will determine which marketing strategies will work for you and those that will not.

You will find that over half of the following options may prove to provide a viable return on your investment of time and talent. Indeed, three or four may have enough initial merit to justify a trial run of a month or so. At least one may have the potential to skyrocket your growth over the next four quarters!
Yet, your unique business demands a unique marketing approach, what you will find is that no one single option alone will make the magic happen. Despite what you may have heard, not everyone uses Facebook!

While there is no easy solution or magic wand that will revolutionize your business overnight, there are steps to take. What are they? How do you implement them? I literally have no clue what will work for you and your unique ideas, because I do not know you, I do not know your business, I do not know your customers and I haven’t heard your dreams…YET!

Success is earned, it is hard work well done and while there may be no magic to achieve this success there are methods, key concepts or ‘ingredients’ that you can use and combine to reinvent and reinvigorate your marketing strategies. To grow your business. To grow your brand. To Succeed.

So Let's Begin…

1: Advertise on Facebook: Two million small to medium-sized businesses advertise on Facebook; it’s an inexpensive and effective way to market to virtually any audience that uses Facebook.
2: Instagram post: With over 90 million photos and videos being shared by 28% adult internet users makes this a valuable marketing venue. There are a variety of ways to make the post work for you.
3: Claim your Google Business listing: Ranking your Google My Business (GMB) listing is one of the most powerful things you can do for your business. In fact, if you run a local business targeting local clients, I might just say it is THE most powerful strategy available to you.
4: Invest In content marketing: 18% of marketers say that content marketing has the greatest commercial impact on their business of any channel in 2016.
Content marketing is not easy, however, and requires every element to be done right:
Quality content
Relevant topics
Optimized for SEO
Optimized for readers
Consistent content creation & promotion
5: Grow your organic social reach: Using social media for business is really a non-negotiable. 67% of consumers use social media for customer support, and 33% prefer using social media instead of the telephone. If people can’t find your business via social media, they will look for your competitors who ARE present on preferred social channels. The real question isn’t whether you should have active social media accounts, its how much time and resources you should be investing in growing your social audiences. For some businesses, it makes sense to invest heavily in organic social media growth.
6: Build an email marketing funnel: Email marketing is the cornerstone of digital marketing. Most of the people who visit your site will not buy from you immediately. Capturing contact info for additional marketing and “lead nurturing” is the best way to sell in 2016, and email remains the highest converting channel for interacting with leads.
Benefits of email marketing include:
Low cost
Global Reach
Easy to automate
Easy to segment
Immediate communication
Easy to set up and run
Easy to track and optimize

7: Post On YouTube: YouTube marketing comes down to picking a few key areas where you feel you can deliver true thought leadership, entertainment, or some kind of value, and then mass producing content that falls within those areas. As soon as you start thinking this way, you’ll find it much easier to come up with good content that falls in line with your larger strategy.
7: Host a webinar: A webinar is essentially a seminar that takes place online. It can be in the form of a presentation, demonstration or discussion. Webinars are often used as lead magnets for email marketing and the right topic can drive a large batch of new subscribers to your list. It can also be used to build credibility with your current subscribers.
8: Offer a free consultation: When it comes to professional services, people want access to expertise. If you have done a good job of positioning yourself as an expert or authority in your niche, promoting a free consultation is a great way to generate new leads. If you have a good interpersonal sales process in place, it also sets you up to close a large percentage of leads.
9:  Incentivize employees to refer new clients: Referrals are one of the best ways to find new customers, and who better suited to obtain referrals than your current staff? Your employees know your product or service. They know your customer base. Some of them will take initiative without financial motivation, but most won’t, and those you bring in new business should be encouraged to repeat the process with financial or otherwise meaningful reward. Offer incentives to your staff members who refer new clients. It doesn’t necessarily have to be monetary.
A sleep-in day: staff gets to sleep in late for a certain period of time.
Membership to publications (of their choice).
Vouchers for massages, movie nights, restaurants.
10: Advertise in trade magazines or niche print media: While much of the world has moved online, print media still exists, and in some niches, it still thrives. As recently as 2014, retail consumers cited printed materials as the chief sources of information behind their purchasing decisions. Print media is rarely effective as a solo marketing strategy. It is best used in conjunction with online marketing strategies, with the two channels arranged to complement each other and create an engaging experience for potential buyers.
11: Write a column: If you are a decent writer, sharing your expertise in the form of weekly or monthly write-ups can do wonders for your brand. This isn’t usually a situation where you get paid, but it’s also not a situation where you have to pay. These columns give you the opportunity to make consistent contact with an audience, building an actual relationship with the publication’s readers. That audience then begins to think of you when they think of experts in your field.
12: Join a local business Chamber or group: Joining local business groups will give you the opportunity to meet up with other like-minded people who already share some common ground with you: owning a business. While a lot of more general entrepreneur groups exist, there might also be some niche-specific groups and meetups in your area. These groups are a great opportunity to bounce ideas off other smart people, share referrals, find talent, and identify new opportunities. They are also a major catalyst in expanding your network around the city in which you live. Connections tend to multiply, and if your group takes networking seriously, you can leverage your seemingly minor connections into many significant ones.
My personal ones are GOA Regional Business Association, Gone 3, Freedom I, One More Customer and MasterMind Business Networking. Want more information give me a call.
13: Partner with other businesses: Teamwork is always more effective than singular effort, and combining resources with another business can help you do things you could never accomplish on your own. It’s typically best to target companies in your local area, even if your clientele isn’t local. Your goal is to work out a complementary arrangement that provides mutual benefit for both businesses.
14: Launch a direct mail campaign: Like print media, direct mail marketing is not dead. As online channels become more and more saturated with content, fewer companies look to direct mail, and that means opportunity for you. Like with any marketing strategy, success comes down to targeted creativity. You can’t just spam people and expect a return on your investment. Just like you need to compel people to click your blog post headline, you need to compel mail recipients to open your letter or read your postcard.
15: Speak at events: In terms of branding and establishing yourself as an authority, few things are more impactful than being a speaker at popular events in your niche. While invitations to speak at larger events are often extended as a result of accomplishments or visible influence, you can also work your way into these opportunities by becoming a talented speaker and delivering great talks at smaller events. Or you can simply use it as another marketing channel, by speaking at some of these types of events:
Local clubs – think Rotary, Lion’s, Kiwanis’s
Chamber of Commerce.
Business networking groups.
Specific interest clubs (photography, hiking, sewing, etc.)
Browse local events on and
Check events in your local newspaper and magazines.
Big companies and their employees.
Be prepared, and treat every event like a big deal.
I am not very fond of 15 & 16 but they are ways to market yourself that work for some companies. I would use them at your own risk and discretion.
16: Use Google Ad words: There are more than 40,000 search queries on Google every second. No other advertising method has the potential to get your business before that many pairs of eyes. Costly but an idea.
17: Run a coupon deal: Whether you sell a product or offer a service, you can use coupon deal sites like Group on to quickly promote your business. But be careful you might only pick up bargain hunting customers and not repeat business.
18: Teleprospecting: You need to follow up or have someone (like Larson & Associates) make a follow-up phone call. If you don't do a follow up don't do the marketing. It more times than not will be a waste of time and a waste of money.

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Channeling The Power Multi-Cha

No comments · Posted by Howard Larson
The key to a successful multi-channel marketing plan is integration; a common challenge that most marketers face. If your organization has established a digital marketing plan, for example, it should not be used in isolation, but instead used throughout all channels in your marketing plan process. Your multi-channel marketing plan should set out campaigns that span multiple channels, catering to the customer and tailoring them to fit multiple channels.

 Multi-channel marketing is all about choice. Consumers now have the ability to engage with your brand, in the manner of their choosing, at all stages of the customer journey. The proliferation of channels used by consumers, both off-line
The buying processes are controlled by the customer, rather than the marketer so the ‘always-on’ nature of multi-channel marketing will reach customers via the inbound or outbound channel of their choice. Organizations using an effective integrated multi-channel marketing plan will continuously stand out, gain qualified leads and maximize conversion throughout the customer lifecycle. Your multi-channel marketing plan should therefore continually and repeatedly engage, nurture and target customers in order to convert to a sale.Is there a guaranteed approach to truly effective multi-channel marketing integration? While the short answer is no, there is no one given approach that will guarantee maximum results, there are ways, however,  to maximize the approaches that do work and online, gives empowered consumers are creating massive data streams. To remain competitive your organization needs to be able to harness and collate the many disparate data points being generated from separate software solutions, into a single platform. And, you need to remain agile enough to be able to deliver the most relevant message or offer, in a personalized manner, through exactly the right channel at the very moment that a consumer is ready to engage with your brand them more control over the buying process which allows them to evaluate your brand at every touchpoint..
It begins with establishing a presence, getting your name ‘out there’ and engaging the customer before he knows he needs your product. We have put together a 5 step plan to help you begin to focus on relevant issues and develop a game plan
Step#1 Direct Mail
Start with postcard or an envelope with an ad specialty item to make it lumpy. Yes, the post office hates lumpy mail but when it gets to the prospect's desk, they open it. A #10 (business-sized) envelope with a real first-class stamp, a brief 1-page letter focusing on something specific to get you an appointment or offer for a  free or discounted item or service, and a flyer, a business reply card, and a business card. Every part of your direct mail should be focused on the offer. You can be educational but really geared towards the offer. It’s the offer that will really draw them in.
Step # 2 Email Marketing
The second tool to use in our example is a non-aggressive email marketing letter. We only want to send relevant, personal and timely information.
Email is a little more intrusive so make sure you have an opt-out.  You don't have to take a phone call or open direct mail. Email is in front of you, on your computer and you have to open and/or delete it. If used right and in tandem with telemarketing it makes a very strong piece of the marketing equation.
I would start your campaign with an email the same day you send your mailing out checking to see who and how many times they opened the email up, calling those that opened 3 or more times. Then start your follow up on the mailer a week later, with a 2nd email sent out every 2 weeks after that. 
Step #3 Landing Page
Instead of sending prospects to your web page, have a landing page constructed for the promotion. This meant prospects will not go to your competition if they do an online search.
Step #4 Outbound Telemarketing
Five business days after the first class mailing is sent, have a dedicated telemarketer begin to call each name on the prospect list that hasn’t already responded. If a list of over 300 names list truncate it into pieces and staggered the drops to make this easier and timelier to follow up on.
Like most business callers these days, they generally reached voicemail rather than an actual human. Have a voicemail script ready to give them. It will be a large part of your marketing efforts. Just say something simple like "I’m simply calling to follow up on the mailer we sent out offering you (your offer). Give us a call to 847-991-1294 and we will get you the information”
When we are calling we like to make three attempts over a two to three-week period. You can call in deeper but 3 is optimal.
Step #5 Reload, Research and Repeat
 You are always promoting to both prospects and current clients.  Keep everyone on the list for direct mail emails and outbound telemarketing campaigns and start the process all over again in eight weeks.
We are committed to making  you  successful. We tailor solutions that fit your needs and. are able to draw upon our Associates, weAt Larson and vast experiences and knowledge base to resolve even the most complex of challenges. We empower organizations to make the most of their marketing efforts while reducing costs and driving profits.
Easy isn’t it? Yes, but it takes time and knowing when and what to do. If you need help just call us at 847-991-1294. We live and breathe this stuff so don’t be shy.

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