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The Eye/Comm Blog

Social Media: When To Use Hash Tags

Posted by Summer Gould on Thu, Apr 23, 2015 @ 09:05 AM

San Diego Social Media Marketing

Social media marketing can be a real challenge. Many of us are on the lookout for tips and tricks that can help us drive engagement and lead to sales.This article on hash tags is a great one that we wanted to share:

Hashing Out the Almighty #Hashtag

Businesses and individuals using hashtags on social media have seen a 50-100% increase in engagement. The almighty hashtag can be a great way to organize content, create discussion and follow events.

Yet many are not exactly sure how to use hashtags, and some don’t even know what they are.

Luckily, our handy infographic below will break down the purpose of hashtags, how to use them and what they can do for you on key social media platforms – Facebook, Twitter, and Instagram.

Click here to read more.

How are you using hash tags? Do you need help with your social media? Give us a call in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Learn 5 Tips for better Social Media Marketing!

 

Topics: Social Media, Social Media Marketing

Direct Mail in a Personalized World

Posted by Summer Gould on Mon, Apr 20, 2015 @ 11:23 AM

San Diego Direct Mail

Personalized direct mail is not new. Roughly half the mail I receive is personalized. However, there are different levels of personalization. Just putting my name on there is not really helping your cause. Personalization can be very powerful when used correctly.

7 Tips for better personalized direct mail:

  1. Gender: How can you use gender to speak better to me? As a female, you can target me with products and services that help out women.

  2. Geographic: Where I live matters. How can you speak to that? Are you helping others that live near me? Can you give me a map to your location from my home?

  3. History: If I have purchased from you before, what can you recommend based on that? If my supply is low, suggest I buy more.

  4. Similar interests: You can partner with companies that have compatible or similar products or services and do a list swap. Create offers for their customers based on what they have bought and how yours can help them even more.

  5. Demographic: Use other information that you have gathered on people’s demographics to create offers they are most interested in.

  6. Profile: Look at your list and profile who your best customers are. Gather all the information you know about them and then purchase a list of similar people. Send offers to them based on what your best customers bought.

  7. Enhance your data: There are many append services available to help you gather more information about your customers and prospects. They can take your list and add information to it to help you better target your marketing.

The more you know about me, the better you can target what I want. When I get and offer in the mail for products or services I use or would like to try, I respond to it. Sending me coupons for baby diapers is not going to work. I have a teen not a baby. The more targeted the offer the better your response rate is going to be. It also helps to keep you out of the trash with future offers. If you sent me something useful in the past, I am more likely to pay attention to what you are sending me now.

How To Effectively Use QR Codes

Track your efforts, not just for results but to add more information into your data. Continually building up your data is the best way to keep your offers current. If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help.

Topics: Direct Mail, Direct Marketing

Social Media Marketing: Who Should Do It

Posted by Summer Gould on Mon, Apr 13, 2015 @ 01:22 PM

San Diego Social Media Marketing

These days many companies restrict social media for their employees at work. They feel that employees should be working not “playing”. Well, what if we can show you that a more open social media policy can benefit your company? Remember we said more open, not a nonexistent policy. Let’s take a look at the benefits and pitfalls of allowing employees to use social media.

Benefits:

  1. Promotion: The more people that can spread your content and promote your ideas, the farther it will go. This creates larger promotions for the company.

  2. Personal: Employees will get to know customers and prospects better and vice versa. This will help create a stronger bond with your company. People do business with people.

  3. Exposure: You will have a wide variety of people who will reach others that your main account may not reach. This can be other social networks or just other groups of people.

Drawbacks:

  1. Employees: Some may not want to promote the company on their personal sites. They may not agree with a specific promotion or are just leery about personal exposure.

  2. Productivity: This can be affected if too much time is spent on social media. There needs to be rules in place to keep this in check.

  3. Morale: Some may not use social media and therefore do not want to participate or they are upset that the company is making them post information.

The benefits far outweigh the drawbacks however; this does not mean that you can just ignore the drawbacks. The drawbacks can be addressed with good planning and policies. If there are specific problems with one or more individuals you can address them directly with each person and tailor your plan to fit them. Before you release the employees on a social media marketing mission, sit down and plan out your strategy. What promotions are you doing, how do you want the messages structured, how often will there be comments, are employees free to make up their own comments or do you have canned comments? Creating a plan will not only give your employees a direction, it will give you a starting and ending point to measure what is working and what needs changing.

Learn 5 Tips for better Social Media Marketing!

When creating your plan allow for some fun as well. Employees can post pictures and talk about fun events that are going on in the office. Remember the more human your company is the better results you will see with social media marketing.

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

The Best Email Marketing Strategy

Posted by Summer Gould on Mon, Apr 06, 2015 @ 11:10 AM

San Diego Email Marketing

Email Marketing is effective when you have a good plan. Planning your strategy before execution is a must or else you are throwing money away. Granted that email marketing does not cost a lot of money, however, if you are angering customers and prospects you are also losing business. Many marketers do not take the time to really plan. Here are some helpful tips to get you started. There are a total of 3 steps, let’s take a look at each one.

Step 1: This is about your company:

  1. What customers/prospects are you trying to serve? Knowing your target audience is extremely important.

  2. How will you convey value to them? This can be difficult, but very beneficial when you get it right.

  3. What is your differentiation? How do you stand out and provide better for the customer? When you have this well-defined it is easy to state and prove.

  4. What can you do/sell for them? Do not try to be the be-all end-all for everyone. This is your chance to focus.

Step 2: This is about your customers:

  1. Who is your best customer? Do not just focus on profit, but also on how easy they are to work with. Sometimes the ones we think provide the most profit are actually sucking up so much of our time that they are less valuable than the ones that are easier to work with.

  2. What is most important to them? If you don’t know, ask. Do not assume because if you get it wrong you are wasting money.

  3. What can you do to help them with their most important problem? Evaluate what you learned in the previous question and figure out how best to apply that to your knowledge set.

  4. Where can you find prospects most like your best customers? This can be trade groups, associations or events that similar companies gather at.

Now you know about yourself and your customer, you are ready to move on to step 3 where the specific email marketing campaign planning starts. Many companies just begin a step 3 and never consider step 1 and 2. In order to create the best email marketing campaigns you really need to go through step 1 and 2 before moving onto step 3.

Step 3: Email questions:

  1. Who are you sending to? Target your audience in order to drive response.

  2. What is your message? This needs to be clear and concise.

  3. What is your call to action? What do you want them to do? Plan this action step by step all the way through the process. Tell them exactly what you want them to do.

  4. What design will work best for these people and the message/call to action? Remember that you are planning for mobile and PC use, test your designs on all types of devices from tablets to phones as well as desktops and laptops.

Learn 15 Tips for better Email Marketing!

The best email marketing is targeted to the correct people with an offer they cannot refuse and gives you a way to track it. Really take the time to think from the point of view of your customer/prospects. In many cases it helps to have a person outside your organization look at it to provide feedback. Also, do not be afraid to consult with your best customers. The more you learn the better you are able to offer real value. Many times within the organization we make assumptions that our customers/prospects would not, make sure you are not doing that. When email marketing is done correctly you can increase your ROI.

If you need any help call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Email, Email Marketing

The Best Mobile Marketing Strategy

Posted by Summer Gould on Tue, Mar 31, 2015 @ 11:10 AM

San Diego Mobile Marketing

Mobile Marketing does not have to be a big investment, but in order to be effective you need a good plan. Planning your strategy before execution is a must or else you are throwing money away. Many marketers are not sure where to start with the plan. So we have come up with some helpful tips to get you started. There are a total of 3 steps, let’s take a look at each one.

Step 1: This is about your company:

  1. What customers/prospects are you trying to serve? Knowing your target audience is extremely important.

  2. How will you convey value to them? This can be difficult, but very beneficial when you get it right.

  3. What is your differentiation? How do you stand out and provide better for the customer? When you have this well-defined it is easy to state and prove.

  4. What can you do/sell for them? Do not try to be the be-all end-all for everyone. This is your chance to focus.

Step 2: This is about your customers:

  1. Who is your best customer? Do not just focus on profit, but also on how easy they are to work with. Sometimes the ones we think provide the most profit are actually sucking up so much of our time that they are less valuable than the ones that are easier to work with.

  2. What is most important to them? If you don’t know, ask. Do not assume because if you get it wrong you are wasting money.

  3. What can you do to help them with their most important problem? Evaluate what you learned in the previous question and figure out how best to apply that to your knowledge set.

  4. Where can you find prospects most like your best customers? This can be trade groups, associations or events that similar companies gather at.

Now you know about yourself and your customer, you are ready to move on to step 3 where the mobile marketing campaign planning starts. Many companies just begin a step 3 and never consider step 1 and 2. In order to create the best mobile marketing campaigns you really need to go through step 1 and 2 before moving onto step 3.

Step 3: Mobile questions:

  1. Who are you sending to and how will you send it? MMS/SMS are options, are you ready for that or do you want to start with your website and landing pages?

  2. What is your message? This needs to be clear and concise.

  3. What is your call to action? What do you want them to do? Plan this action step by step all the way through the process.

  4. What design will work best for these people and the message/call to action? Remember that you are planning for mobile use, test your designs on all types of mobile devices from tablets to phones as well as different models.

Learn how Mobile Marketing can make your Direct Mail better!

The best mobile marketing is targeted to the correct people with an offer they cannot refuse and give you a way to track it.. Really take the time to think from the point of view of your customer/prospects. In many cases it helps to have a person outside your organization look at it to provide feedback. Also, do not be afraid to consult with your best customers. The more you learn the better you are able to offer real value. Many times within the organization we make assumptions that our customers/prospects would not, make sure you are not doing that. You do not need to jump right into MMS/SMS, you can start with printed pieces and use QR codes to drive people online. Create responsive design landing pages as well as your website as a starting point, then use the plan above to see where your customers need you to expand.

If you need any help call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Mobile, Mobile Marketing

Create The Best Direct Mail Marketing With Planning

Posted by Summer Gould on Tue, Mar 24, 2015 @ 10:52 AM

San Diego Direct Mail

Direct mail marketing is a big investment. Planning before execution is a must. Many customers are not sure where to start with the plan. So we have come up with some helpful tips to get you started on creating great direct mail marketing. There are a total of 3 steps.

Step 1: Start with these 4 questions about you:

  1. What customers/prospects are you trying to serve?

  2. How will you convey value to them?

  3. What is your differentiation? How do you stand out and provide better for the customer?

  4. What can you do/sell for them?

Step 2: Once you have answered these 4 questions you are ready for the next step which is questions about your customers:

  1. Who is your best customer?

  2. What is most important to them?

  3. What can you do to help them with their most important problem?

  4. Where can you find prospects most like your best customers?

Now you know about yourself and your customer, you are ready to move on to step 3 where the direct mail campaign planning starts. Many companies just begin a step 3 and never consider step 1 and 2. In order to create the best direct mail campaigns you really need to go through step 1 and 2 before moving onto step 3.

Step 3: Direct Mail questions:

  1. Who are you sending to?

  2. What is your message?

  3. What is your call to action?

  4. What design will work best for these people and the message/call to action?

The best direct mail is targeted to the correct people with an offer they cannot refuse. As you are answering the above questions, really think about the message and design from the customer/prospects perspective. In many cases it helps to have a person outside your organization look at it to provide feedback. Many times within the organization we make assumptions that our customers/prospects would not. Direct mail should address “what’s in it for them”. Why should they respond to you?

Learn 20 Ways To Reduce  Postage Costs

If you need any help call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Direct Mail, Direct Marketing

7 Social Media Marketing Tips

Posted by Summer Gould on Tue, Mar 17, 2015 @ 12:59 PM

San Diego Social Media Marketing

Social media marketing has grown by leaps and bounds over the last couple of years, however, just because more companies are doing it that does not mean that they are doing it well. Social media marketing can help to transform your marketing when it is done well and in conjunction with other channels.

Check out these 7 tips to get your social media marketing on the right track:

  1. Focus: Your attention should be focused on your social media culture. In other words do not put too much emphasis on content when in reality you should be cultivating an environment that invites conversation, sharing and listening. Social media can be a marketers dream when done well.

  2. ROI: Social media ROI should not be seen as a short term goal. It is a long term channel that builds upon itself as time goes on. Yes you can look at ROI based on campaigns, but the real measure needs to look farther out. Don’t limit yourself by looking only to each campaign, broaden your lens to encompass a year, then 2 years and so on.

  3. Responsiveness: In many cases the most vocal social media posts are complaints. It is important to address them in an open and honest way so that your company’s reputation can grow correctly. One thing that many companies forget is to make sure to respond to the positive posts as well. When someone has something good to say about you broadcast that as much as possible and make them feel special.

  4. Connected: Social media should connect all your marketing channel efforts. Get discussions going about each campaign you are doing and drive people to share as well as comment. Drive awareness, curiosity and engagement. When you use social media as a connector all your marketing efforts can see benefits.

  5. Problems: Look we all know we are not perfect as human beings and the same goes for companies as they are comprised of humans. Sometimes in marketing we make mistakes. It is important in the age of social media to admit when you are wrong. Gain the respect of your followers but owning up to the problem, fixing it and moving on. No one wants to do business with a lair or a company that lies to cover up their mistakes.

  6. SEO: Social media can play a critical role in SEO. Look at social media as a way to drive traffic based on key words to your content on your website. The more traffic the better your SEO ranking gets. Social media is a great way to build your SEO as long as you are following best practices and providing real relevant content.

  7. Differentiation: Use social media as a way to differentiate your company from your competition. Be a thought leader in discussions and provide real relevant tips and tricks that followers can use to improve themselves or their business. Remain true to the company’s core strength and the brand. Do not confuse people with mixed messages.

Social media can be a real boost to your marketing efforts. Do not be afraid to challenge yourself and get out of your comfort zone. Have some fun in social media and build a strong honest foundation for people to connect with.

How Print Fits Into A Digital World

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

Create Direct Mail To Enhance Your Marketing

Posted by Summer Gould on Tue, Mar 10, 2015 @ 09:59 AM

San Diego Direct Mail

The direct mail marketing channel can help you reach out to your customers and prospects in more targeted ways. By segmenting your messages, creating variable data design and a personalized response experience for recipients, direct mail becomes a powerful way to drive response. Having that tangible piece to set aside and go back to or show friends is one of the best things about direct mail. Here are 5 ways that direct mail can help you:

  1. Connect Online: Your direct mail campaign should link to your online campaigns with QR Codes, NFC (Near Field Communication), AR (Augmented Reality), mobile text codes and PURLs. Integrated campaigns have the best ROI. Make sure your landing pages are formatted with responsive design so that they are functional for both mobile and PC viewing depending on what device they use to connect with you.
  2. Reconnect: Lapsed customers can be a goldmine. Direct mail is a great way to reach out to them. Send out a discount offer for products or services based on their history, include an expiration date to encourage a quick buy. Use as many contact options as you have for easy response such as phone number, web address, QR codes, text code for mobile purchasing and store location information if they wish to do so in person.
  3. Bad Email Address: Contact customers when their email address is no longer working. You know their history, use that to tailor your offer to them. You will be surprised at the response you get.
  4. Follow up: Direct Mail is a good way to continue to build relationships with your customers after an email campaign. You can use follow-up or reminder postcards to keep you at the forefront of their thoughts.
  5. Build Trust: Direct mail is considered to be the most trusted form of communication. Build trust with your customers as you drive them to online offers.

It has been proven that the more ways you touch someone with your marketing offer, the more likely they are to respond to it. Diversifying your options will help you get in front of people where they are and increase your response. Make sure that as you create multiple marketing messages you are designing them with the channel in mind. Phrasing, colors and calls to action should be specific for each channel.

How To Effectively Use QR Codes

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Direct Mail, Direct Marketing

Tips For Mobile Email Marketing

Posted by Summer Gould on Tue, Feb 24, 2015 @ 09:00 AM

San Diego Email Marketing

Are you designing your email campaigns for mobile? You should be. Email open rates on mobile devices are upwards of 50%. What does this mean for you? If you are not designing your email campaigns for mobile devises, you are missing out on an entire growing group of people. Your focus should be on mobile. The best way to drive more response is by reaching people where they are, which is on their mobile devices.

5 Mobile Email Design Tips:

  1. Create a single column design: This will make scaling to smaller screens easier. You do not want a choppy disorganized look when viewed on mobile devices.

  2. Plain text: Make sure to have a plain text version available. Get your message across even when images are not viewable.

  3. Summary: Include a summary at the top of your email for the recipient to easily see what the email is about. You can even create links there to quickly get them to the content they are most interested in.

  4. Alt text: Write alternate text for all your images so that if they do not display correctly the recipient will still get the information.

  5. Landing pages: Include links to landing pages that are mobile friendly. Use responsive design so that they look good no matter what device is viewing them.

Learn 15 Tips for better Email Marketing!

By making these design changes you will not be damaging the email when viewed on computers, but you will vastly improve the email readability on mobile devices. This should increase your responses. Stay colorful and creative, that still matters with email marketing. Make sure you are tracking your results and test different subject lines. The best way to get an email opened is a compelling subject line. You may be surprised at which subject lines get the most response.

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Email, Email Marketing

Mobile Marketing Best Tactics

Posted by Summer Gould on Tue, Feb 17, 2015 @ 10:00 AM

San Diego Mobile Marketing

Now that people have new appendages called mobile devices, it is easier for marketers to reach people instantly. But, that does not matter if we are not giving people what they need. Mobile marketing can create better relationships with your customers and prospects by providing them with relevant information, savings or other useful things. By doing this, you become more important to them and they will continue to interact with you as well as recommend you to others.

Here are some of the best mobile marketing tactics:

  1. Mobile applications: These allow you to get in front of your customers are prospects as frequently as they use the app. Make sure when you are coming up with your app idea that you are addressing a need in your prospects and customers. How is this app going to help them? In many cases an app is not right for your company. If so, try something else on this list.

  2. Coupons: This is a great way to get coupons to customers quickly. If you have a quick 1 or 2 hour special sale you can get that information delivered instantly. With NFC you can create coupons that will be sent to the phones of anyone interested near your print advertising, such as posters, flyers, postcards and more.

  3. Contests:  Creating contests where people can respond via mobile is a great way to grow your mobile marketing contact list. Another benefit is that in most cases it gives you a boost in the number of responses since it is so easy to respond.

  4. Updates or urgent alerts: Mobile is a great way to provide information to your prospects and customers. Many municipalities have residents sign up for their notification services so that they can quickly provide information to a large group of people. How could you leverage something like this with your customers and prospects?

  5. Donations: Using mobile text donations can really boost your acquisition dollars. Getting someone to donate right when they are feeling very emotional about your organization will increase the donation amount.

How To Effectively Use QR Codes

There are many ways you can reach prospects and customers with mobile marketing. Make sure to lay out a plan before you execute. The first thing you need to consider is what you are trying to accomplish. By taking the time to create a real mobile marketing plan with goals and objectives as well as a way to measure how it is working, you are laying the foundation for success.

If you have any questions call us 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Mobile, Mobile Marketing

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