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Friday, January 31, 2014

What Is Content Marketing and How Do You Do It?

You asked. We answered!

You've probably heard all the buzz about content marketing, yet may still be wondering what, exactly, it is.

Here's the answer:
Content marketing is simply the new form of marketing that uses informative content, rather than blatant sales pitches, to attract potential customers.

Instead of proverbially bashing people over the head with whatever you're trying to sell, content marketing entices them to come to you to learn more about your product, services, and brand.


So, how the heck do you do that?

1. Create a two-way conversation.
Old-school advertising was pretty much a one-way street with the company doing all the talking. Content marketing turns it into a two-way conversation by actively engaging the audience. Do this by encouraging comments on your blog posts (like this one!) and social media sites, holding contests, announcing discounts and sales, or otherwise reaching out to your audience for input.

2. Keep up your end of the bargain. 
Asking for audience participation is good, but it's not so good if you do nothing with the information you gleaned. Reply to audience comments; respond to their requests and needs. Perhaps a certain aspect of your website keeps getting the same complaint. Hold up your end of the conversation by acknowledging the issue and perhaps even tweaking whatever's wrong to better fill people's needs.

3. Make it easy to find you.
Of course, you won't have any conversations at all if people can't find you. In addition to a user-friendly company website, you should set up a blog and accounts on your chosen social media platforms that all easily link back to your website. When you share a blog post or add new information to your website, share the link across your social media channels.

* We practice what we preach! Check out our Facebook, Twitter, Google+, and LinkedIn profiles to see how we put this into action! *

You don't have to go nuts and join every single social media platform out there. Instead, focus on the ones where your target audience is most likely to tread. Learn more by analyzing the social media habits of your target demographic, then go where those folks go.

4. Fuel your audience with quality content.
Keeping your audience engaged means keeping up a steady flow of quality content. Again, you don't have to go nuts trying to post something new and exciting every five minutes, but you do want to add fuel to your content marketing fire with fresh, helpful content on a regular basis.

Note the keyword "quality" here. Provide content that's polished, informative, compelling, and even entertaining. While text may make up a good chunk of your content, also take advantage of the power of pictures and videos. Include them in related posts, or let them fly solo if they say all they need to say on their own.

Since people are none too fond of reading the same stuff again and again, make sure you cover a variety of different topics that are relevant to your audience.

5. Don't bombard your audience.
Bombarding your audience can consist of that aforementioned strategy of beating them over the head to "buy, buy, buy" with every post you create. But it can also include posting at such a rapid and fanatical rate that your audience has no time to absorb, respond, or even breathe.

More is not necessarily better, especially if the more is of poor quality. (Again, note the keyword "quality" here.) Over-posting can not only mar your reputation as a professional, but it can backfire in a big way.

Instead of being attracted to your company, you may instead find your audience fleeing in droves, leaving you with no one left to talk to but yourself. And that's no fun.

Mastering the art of attraction is just one aspect of content marketing, but it's one of the most essential for eventual success.

If you need a bit of advice on how to attract customers to your company, send me a quick email or give me a call - 847.882.4020 Ext: 133.

If you know someone who would find this post helpful send it to them using the link below.





Have a safe weekend, everyone!

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

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Printing, Marketing & Promotional Products with Powerful Execution.

Thursday, January 30, 2014

Have You Ever Had to Fire a Customer? Tips on How to Improve Your Client List



One of the most important steps you have to take in order to attract ideal customers and grow your business is to actually know who those ideal customers are. That's the first step that many understand. But there's another, less understood and talked about step you should also consider, and it begins with a question:

What kind of customer should you repel?

That's right. You need to figure out what types of customers you don't want to attract and do business with. As counter intuitive as that sounds, it can be just as important as knowing who you want to attract.

The 80/20 rule tells us that in most businesses, 20% of the customers provide 80% of the profits. Knowing who you want to attract can help you greatly improve the odds of increasing the ratio.

At the same time, most businesses also have to deal with a percentage of customers who create the most headaches while providing little profit for the business. Knowing who you want to repel should help reduce the impact this group will have on you.

Knowing the types of customers you want to repel will have many side benefits besides simply increasing the bottom line.

  1. It will improve employee morale since coworkers will not have to deal with as many problem-causing customers each day.

  2. It will also allow both business owners and employees to spend more energy and resources on the customers who actually provide the most value and profits for the company.

Go through your existing customer list. Pick out the customers that provide the most headaches and the least profit for your company. Figuring out how to repel this type of customer could be as simple as raising prices enough to either make them not want to do business with you or, at the very least, make the pain of dealing with them more profitable and bearable. From there you can put together a marketing plan to service the customers within your target market.


The benefits of knowing what types of customers you don't want can prove to be nearly as important as knowing who you would like as a client.

Thanks for reading!

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

Like Plum Grove Printers Facebook PageFollow Plum Grove Printers TwitterConnect with Plum Grove Printers LinkedInConnect with Plum Grove Printers Google+
Printing, Marketing & Promotional Products with Powerful Execution.

Wednesday, January 29, 2014

5 Ways to Make More Money Simply by Using Your Time Well: Tips for Employees and Entrepreneurs

Perfectionists.... Whether you're an employee or an entrepreneur, perfectionists want to do everything personally. As the saying goes, "Unless I do it, it won't get done correctly." We've heard that before, and probably said it a few times ourselves. But, doing everything yourself means you're doing menial tasks that can waste money. Sure, we get the satisfaction of doing it ourselves, but that satisfaction comes at the cost of profit.

Broken faucet? We're on the job! 
Computer glitches? Let's get down to business! 

But the time spent fixing that plumbing or doing that I.T. work is time we didn't spend on the business (unless, of course you're a plumber or an I.T. person), and that lost time could have earned us far more than what we saved by doing the job ourselves.


Making money is rarely about saving it. It's largely about getting more out of every second of every day. When people talk about the richest people in the world, they don't just talk about their net worth. Instead, they talk about how much money they make per second or per hour. That's because deep down, we all know that life is a marathon, not a sprint. It's about making proper use of our time so we make more money per hour.

So how can we accomplish more in less time? Here are five ideas to get you started.


1. Focus on the Jobs That Make the Most Money
There are plenty of things that both employees and business owners need to get done, and not all of them are business-related. Marketing, house/office cleaning, link building, and customer service are just some examples. 

Which of these isn't like the others? Which one won't make you money? 
If you answered house/office cleaning, you're right. Time is money, and if you spend your time on the little things, you'll end up sacrificing the big things -- the jobs that can pay for your food, rent, and car. Time management isn't just about finding time to do everything. It's about prioritizing and finding the time to do the right things.



2. Relax!
Many of us wrongly associate relaxation with lethargy or laziness. Nothing could be further from the truth. While most people would find it unthinkable to relax when they have a business to run or when their bosses load them up with tons of projects, that's not true for those who make hundreds of dollars per hour. Relaxation allows a person to create space between their work and themselves. It gives them the time to rest, and with that time the ability to see the forest for the trees. Bury your nose in your work, and you'll start to lose perspective. Time off helps to maintain that edge.

Taking some time to relax also lets you recharge. Most employees and business owners alike handle multiple aspects of the business every day -- juggling numbers, thoughts, ideas, and who knows what else. Even in short bursts, such activity can be extremely tiring and can rob a person of their energy in record time. A person who is low on energy is more likely to miss out on an important detail or two, and that can spell disaster down the road.


3. Get a Personal Assistant or Divide the Workload
A Personal Assistant - for Entrepreneurs & Supervisors
If you're an entrepreneur or a supervisor within your company, you may have the option to get a personal assistant. A personal assistant is there to make life easier for you and to sort out the little things, which is great since it lets you focus on the big issues instead. For as little as eight dollars per hour, you can hire someone who will perform basic tasks, such as making sure your bills get paid on time or doing your grocery shopping for you. If you develop a good relationship with your assistant and they prove trustworthy, you could even end up using them to sort through your email, so only important messages get your attention. Depending on your situation, you might not even need your assistant to be in the same country. Virtual assistants can work well as researchers and email handlers from anywhere in the world.


Divide the Workload - for Employees

If the amount of work you have while you're at your job is too much to handle on your own, an even simpler option would be to divide up the workload. You'd need to meet with your supervisor or your department manager in order to get this going in the right direction. You'd want to start out by explaining that you appreciate the responsibilities delegated to you. From there, get specific about why certain tasks should be passed on to other people or even to another department. Keep record of how long it takes you to complete your workload. You could use time sheets and free online time-tracking tools to show where your time is going each day. Bring all of these notes to your supervisor as visual proof that something is off-balance. You and your supervisor will be glad you did. A manageable workload helps make a profitable business.



4. Find Out When You Do Your Best Work & Schedule Priorities
Each person has a different rhythm. Stephen King works in the morning and until noon. So did Henry Miller, who would work from morning till afternoon, spending evenings with friends. They understood they had a rhythm. Instead of fighting it, they embraced it fully.

You should do the same. Figure out when you do your best work. Make a chart if it helps. Once you figure out when the best ideas come and when you feel in the zone, work out your schedule so it coincides with your ideal work time.

If you have a particularly huge project to finish, and you're not a morning person, then don't start it as soon as you get to your desk. Work on the lesser important tasks until the afternoon, and then crank out that big project in record time after lunch.



5. Get a Maid or Tidy Up
Get a Maid - for Entrepreneurs & Managers
A clean work space is a usable work space. It's relatively easy to find people who can clean your house, wash your dishes, and cook. Those chores take time you could be spending on marketing a new product. Focus on making enough to afford to pay someone to clean your floors, while you ensure your financial independence and future.

Tidy Up - for Employees
If you're an employee, ask your boss if you can get some janitorial services for the office, if you don't already have them. This is a standard procedure for most businesses, because employees really should be focusing on their work and not tidying up the office. If it's just your desk that always looks like a whirlwind, then make it a priority to clean it up as soon as you start your day. Get some filing folders, labels, or a separate small filing cabinet to fit under your desk, if you need it. You will work much more efficiently when you work in a clean space - and you'll be a lot happier too!



When it's all said and done, it really boils down to this: You need to figure out which aspects of your life make the most money and which ones can be delegated. If it isn't worth your time, don't do it or take the steps to get it moved elsewhere.
 
It's as simple as that.

Happy Hump Day,

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

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Printing, Marketing & Promotional Products with Powerful Execution.

Tuesday, January 28, 2014

Keeping the Right Mindset and Achieving Your Goals


"I'm going to the gym today and every day this year.... No excuses. I'm working out and I'm going to get in shape!" 

We've all heard something like that before, right?

Many people start off the new year with high hopes and aspirations for a successful future. They dutifully set goals, make plans, state their objectives, and promise themselves that this time they'll really stick with it.

But as time goes by, sometimes life gets in the way and throws a curve ball or two diverting our eyes from our path just long enough to derail the whole plan. (I'm sure the -30 degree wind chill here in Chicagoland will keep some people away from the treadmill today....)


As we head into February, think about the personal and/or business goals you had set for yourself at the beginning of the year.... Are they getting derailed?

If you made plans this year to ramp up your business and want to really see it all the way through, there's one thing that can help you stick with the agenda even when things seem to be going sideways:

"Solve their pain."

If you can remember that one phrase and make it a theme for your entire year, you'll be much closer to achieving all of your goals than you have ever been.

Your customers, prospects, and even your friends and family have some kind of pain. They're all either actively or unknowingly searching for someone to help them cure their problems.

Your task should be to find out what these ills are and then help provide solutions. You'll become the one they always look forward to hearing from because you care about them.



The late Zig Ziglar once said: "You can have everything in life you want, if you will just help other people get what they want." It's somewhat ironic that achieving goals in your life and business requires a mind shift change from "me first" to thinking about what's in the best interest of other people.

So as you set your sights on having the best year of your life, remember to always strive to be the one that presents answers to problems and puts the best interests of others before your own. If you can master these skills, you'll never be without a friend and will achieve more goals than you ever have before.

Until next time,

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

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Printing, Marketing & Promotional Products with Powerful Execution.

Monday, January 27, 2014

The Power of Lists: 10 Tips for Keeping Your Info Simple & Clean



Lists are more than just an effective way to remember what you need at the grocery store. Lists grab attention. They're also great at getting key points across quickly and increasing readership.

Here are a few tips to help you use lists more effectively in your marketing:

  1. Use abbreviated or partial lists on marketing pieces, such as postcards and email campaigns, and encourage readers to visit your website to learn more.
  2. Promote your company's competitive advantages with a "top 10 reasons" list or a bulleted list of your company's outstanding qualities.
  3. Popularity sells. Use a list to advertise your biggest selling products, such as "Our Top 5 Most Popular Products from 2014."
  4. Use a list to announce or introduce new products or services.
  5. Use a list as an alternative to long paragraphs of text to enable readers to quickly scan your key points. Example: We threw a lot at you a few weeks ago in this blog post. But the key points are easy to understand because we used a numbered list to make it easier to read.
  6. For greater effectiveness, keep your lists brief, such as "10 Ways to..." or "15 Tips to..." (That's what we did today!)
  7. Structure your list logically (largest to smallest, most to least popular, or simply your strongest tips first).
  8. If your list includes more than just a short sentence or phrase for each key point, consider using bold sub-headers with brief descriptions behind them.
  9. For "Top 10" style lists, always number your entries, so readers can easily follow along.
  10. Be sure to include a source whenever appropriate, especially if your list contains hard facts or data.
Looking for more tips and freebies? Subscribe to our blog in the box above, or sign up for more freebies using the link below.







Until next time!

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

Like Plum Grove Printers Facebook PageFollow Plum Grove Printers TwitterConnect with Plum Grove Printers LinkedInConnect with Plum Grove Printers Google+
Printing, Marketing & Promotional Products with Powerful Execution.

Sunday, January 26, 2014

Forget Me Not! 7 Steps to Make Sure People Remember You


Just because a customer buys from you a few times doesn't mean they'll immediately think of or even remember your business again the next time they need the kinds of products you sell.

Here are a few ways to increase front-of-mind awareness for your company in the minds of consumers:

  1. Educate your audience about the ways your products are better than the competition. Consider creating a comparison chart to make the differences stand out in people's minds.
    Quick Tip: See a clever sample of a comparison chart here.

  2. Send thank yous for past purchases, and offer future discounts or coupons that are too good to ignore. For example, one might read: "Use this coupon anytime during December to receive 50% off any single item!"

  3. Encourage customers to reorder supplies before they run out. A reorder form placed near the bottom of each package you ship is one way to accomplish this. Periodic email reminders and promos based on past order history are another.

  4. Provide knowledgeable tips, tricks, and other industry-related information in a newsletter or periodic mailer that will leave recipients asking for more.

  5. Invite customers to open-house celebrations, hands-on training classes, or exclusive customer appreciation events.
    Quick Tip: The more you brand your in-house events, the better chances you have of staying at the forefront in the mind of your consumer.

  6. Create a customer loyalty program that rewards visitors for repeat purchases.

  7. Offer promotions or giveaway contests that spark interest in the products and services you sell.
Let us know if we can help you create direct mail pieces that will help ensure your business isn't forgotten! (Find out how you can get a free mailing list too!)

Thanks for reading,

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

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Printing, Marketing & Promotional Products with Powerful Execution.

Saturday, January 25, 2014

9 Marketing Lessons to Grow Your Business In Any Economy


Let's get right to the lessons:
1. Follow up.
2. Follow up.
3. Follow up.
4. Follow up.
5. Follow up.
6. Follow up.
7. Follow up.
8. Follow up.
9. Follow up.

Studies of sales practices continue to show that most salespeople don't follow up more than one or two times after making a presentation or giving a quote.

Marketing is no different.
Most businesses will attempt to deliver one or two marketing messages and rarely follow up afterward. Unfortunately, one or two delivered messages will rarely produce tangible results.

We live in a world where people are bombarded by marketing and sales messages every day. So it's unrealistic to expect one message -- no matter how creative the graphics or how great the sales copy -- will make it through that clutter.

Our logical minds would tell us that if our target audience wants the product or service we're selling, they'll take us up on the first offer we provide. But that's not how it works in real life.

The reality is that most people's busy, scattered lives often get in the way of acting on an offer, even if they had every intention of doing so. Whether we like it or not, the rules of the game have changed. For better or worse is debatable.

So what's the solution?
Follow up. 

How many times? 
Start with two or three, and build from there.

Customers don't always go for the lowest price. They buy from whoever they perceive will provide the best option. Businesses that communicate their value proposition regularly capture most of the attention and position themselves as the most obvious choice. By doing so, they make the buying decision easier.

Can you follow up without being a pest or nuisance?
Yes! The best salespeople aren't pushy, but they are persistent. They present their case by providing valuable information so the prospect makes the best decision. That's how your messages should be presented -- useful information without the hype. 

To get your messages read by your best prospects and your cherished customers, you must deliver them consistently and across several marketing channels. For most businesses, a combination of print, email, social, and web-based messages works effectively. (We talked about that yesterday, during Peanut Butter Jelly Time.)

So what makes an effective follow-up marketing plan? 
1. Start by creating a compelling message that would have value for your audience. 

2. Spread that message across the most effective marketing channels for your business

3. Do it consistently. 

4. Rinse and repeat.

Following up on your marketing messages will make you stand out the same way as the salesperson who doesn't give up after one presentation or quote. In the end, you'll become the most logical choice when your prospect is ready to make their purchasing decision.

Happy Saturday!

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

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Printing, Marketing & Promotional Products with Powerful Execution.

Friday, January 24, 2014

Online and Print: Like Peanut Butter and Jelly? (*Plus a Throwback Video*)


Some self-appointed experts proclaim there's a vast difference between the brave new digital world and more traditional media like print. Although there are obvious differences in the way messages are delivered, fundamentally there are more similarities than it may seem.

At the core, it all revolves around communication. We are still trying to communicate the same things with digital and print media:

Persuading recipients to open our communication

Encouraging people to read our relevant messages

Convincing our target market to believe the point we are trying to get across

Driving people to take action on our message

There's no denying that the Internet has changed how we communicate. However, it would be a mistake to believe that digital should completely replace message delivery methods like print. As studies have shown, most people trust print more than email and social media. Anyone can send out a tweet, blast an email, or publish a Facebook post, but only legitimate businesses will invest the time and necessary resources to create a print campaign.

It's interesting to note the trends with many online retailers and other Internet-based businesses using print advertising to drive visitors and sales to their websites. Even Google uses direct mail.

Online and print work well together when there's a solid strategy in place.

There are some unfortunate side effects of the digital age too:

  1. SPAM: I'm sure you've noticed the exponential increase of spam and junk aimed at you - whether you're a businesses owner or not! The low cost barrier to entry has encouraged irrelevant messages to fill inboxes and clog the Internet with useless information. It turns out there is - ironically - a cost to free.
  2. TMI (Too Much Information): The other negative side effect of digital delivery and the Internet has been to give equal footing to the useless and the idiotic. Some things just don't need your attention, but because there is so much information in the digital world, it makes the job of having your messages stand out even more difficult. Be honest with yourself here: How many times have you gone online to do some serious research and gotten "sidetracked" by an ad or some silly article or game? Huge time waster, right? It happens.

Whether you're writing an email, a web page, or social media posts, it's a struggle to be seen and heard above the massive onslaught of junk and spam in the digital wasteland of today. Ironically, the new additional marketing mediums of today have made it much harder - not easier - to get your message across, from a sales perspective.

Despite the issues, digital is here to stay. But print is not going away either. There are strengths for both mediums. Smart businesses and marketers know that for any campaign to work as well as it can, there must be a combination of print and digital. 

Using print and digital together is a lot like having a peanut butter and jelly sandwich. Sure, you can have one without the other, but it tastes a lot better when you combine the two.

* Some people even get a little wild and throw bananas into the PB + J equation. Remember that video from 8 or 9 years ago that went viral? Yeah, we're bringin' it back. *




Have a great weekend, everyone!

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

Like Plum Grove Printers Facebook PageFollow Plum Grove Printers TwitterConnect with Plum Grove Printers LinkedInConnect with Plum Grove Printers Google+
Printing, Marketing & Promotional Products with Powerful Execution.

Thursday, January 23, 2014

Getting a Little Silly: 4 Ways to Spice Up Your Voicemail Greeting



"Thank you for calling. Today is Thursday, January 23rd. I'll be in meetings all morning and... blah, blah, blah..."


Voicemail is one of those "conveniences" most people love to hate. They hate recording an outbound greeting, and they hate leaving inbound messages. But using voicemail doesn't have to be as painful as a root canal without the anesthetic.

Here are four ways to make your voice mail fun, memorable, and a better marketing tool... 
1. Educate your customers. No, that doesn't mean telling them you're either on the phone or away from your desk. And it doesn't mean letting them know what day of the week it is. Instead, try sharing a useful tip relating to your products or services. Let customers know how you can help improve their bottom line.
Quick Tip: Update the message frequently, with new and different advice.
2. Inspire them. Start your message with a daily or weekly quote or quick anecdote that's enlightening and inspiring. Your customers will appreciate the daily lift and might even encourage their colleagues (your potential customers) to call and hear the message, too.
3. Involve them. Ask one or two of your best customers if they would be willing to record a brief testimonial to use on your voice mail message. The customers who provide the testimonials will enjoy the experience and probably encourage their peers to call and hear it. Your other customers and prospects will hear the testimonials and know they're in good hands trusting you.
4. Entertain them. Add a spark of humor to your voice mail message. Offer a "celebrity" endorsement, if you're good with impersonations... or even if you're not so good with them. (Robert DeNiro from Taxi Driver: "You talkin' to me? You must be talkin' to me, because Phil isn't here right now.")
If appropriate to your business, you can poke some gentle fun at yourself.
(In a harried voice: "The ringing. I hear the ringing... then the voices. Always the voices." Second voice: "Hi, this is Gene's psychiatrist. He can't take your call right now...") Share a humorous anecdote or (clean) joke of the day.

Keep it classy, but go ahead and have fun with your voice mail message.
Make it a treat for customers who call and cannot reach you.

Have you tried any of these fun voicemail techniques before?

What are your suggestions on more fun ways to engage your customers through voicemail?

Until next time,

Peter "The Printer" Lineal
Founder/CEO
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
www.PlumGrovePrinters.com
PeterL@PlumGrovePrinters.com

Like Plum Grove Printers Facebook PageFollow Plum Grove Printers TwitterConnect with Plum Grove Printers LinkedInConnect with Plum Grove Printers Google+
Printing, Marketing & Promotional Products with Powerful Execution.