I have had several people tell me that I will “have to keep up with the times” and that, “print advertising will go out of fashion”. Well, I beg to differ. There have been many studies on how we buy, why we buy and what we buy. Print advertising, especially of local companies and those companies wanting to be seen as family, friendly and service orientated benefit hugely from a print presence in the local community. People trust print.
Digital, online advertising can be untrustworthy and unknown. How do you know that company will still be there tomorrow when you have a problem with their service or product? Are they real? Do they have experience? Will they give you a good product?
While a good website and some social media is a must to back up any print advertising, it is often the printed advert which leads the customer to look at that website. Here at Dorset Publications we have been helping companies grow year in, year out. Each magazine has a local feel for that area and we include community data for free. This gives a voice to local, small groups that otherwise have a hard time making themselves known and heard. From this they have gained new members and support for their important causes.
Everyone wins. The advertisers gain work, that keeps the local economy thriving, the charities and small independent groups gain support and the resident has an easy guide to find exactly who they are looking for to help them. It is a win win situation all round.
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There are so many readily available systems and processes for you to use when measuring, monitoring and enhancing your marketing impact. Some examples include:
• Adding a web analytics tool e.g. Google Analytics to your website to track and monitor your website performance. Are you reaching the right audience and are they engaging with your site?
• Monitoring the performance of your keywords for your website to ensure your Search Engine performance is optimised. Do you appear high enough in google so that your customers will find you?
• Using an email based system e.g. Mailchimp that allows you to monitor your email open rates, click through rates, unsubscribes etc. Do your subscribers respond to your emails or one type of email campaign compared to another?
• Monitoring your social media demographics and engagement levels. Do your followers match your target audience? Which channel is more effective for brand building vs sales generation? What posts are more effective than other posts e.g. image driven vs video based?
• Conducting Net Promotor Score (NPS) research to understand your customers loyalty to your business. Are they willing to recommend your business to their family and friends?
• Adding UTM tracking codes to your digital advertising, social media activity or email campaigns. How do the different channels drive traffic to your website? Which channel is more effective? How does one advertising media e.g. Google paid ads compared to ads you run for example on Facebook?
• Using a CRM system to record and monitor customer engagement and sales. What approaches generate the most leads and which of these turn into paying customers?
• You can use the same CRM data to explore which customers are the most important to your business? What characteristics do this customers share and how can you find more businesses or individuals who share the same characteristics to help drive forward your business?
Want to discuss more how to measure and monitor your marketing efforts then contact Richard Milton from e-nexus Ltd by emailing email@example.com