Combining Digital and Newspaper Ads to Broaden Your Reach With Millennials

Dog delivering newspapers
You've probably noticed that articles about millennials are taking over the news and internet. From "Millenials Are Not Motivated by Avocado Toast" to "Why Millennials Are the Worst Drivers in America," the internet is chock-full of things to say about this generation.

One headline you won't be able to find is "A Surefire Way to Increase Brand Awareness With Millennials." Being the largest demographic group in the U.S. and consisting of over 80 million people, millennials will have a colossal spending power of $1.4 trillion by 2020. That's a lot of potential revenue to gain from loyal customers.

How can your organization stand out amongst all the rest? After doing some research, we have a few tips.

Hot off the Press... and the Smartphone? How Millennials Read the News


How exactly are millennials getting their news?

You guessed it. This survey found that 75 percent of millennials are utilizing their smartphones to access news channels. Because we know Americans check their phones every 12 minutes, this isn't surprising.

What is surprising is that Vividata has found that a whopping 88 percent of millennials still read newspapers and magazines. The VP of consumer marketing for the New Yorker even said, "Millennials are choosing print overwhelmingly, or digital and print." To broaden your reach with millennials, your business should invest in ad space on both paid news sites and newspapers.

When using print, one of the best ways to call prospects to action is by placing a coupon or incentive on the ad, along with a URL to drive leads to your website and a local number to build credibility and drive calls. Specify a timeline to invoke a sense of urgency. To track online-to-offline conversions, Dynamic Number Insertion (DNI) can help you identify what keyword prospects searched for before they called you.

Make sure your online ads correspond with your print ads. If one channel is not driving as much ROI as another, evaluate which ads brought in your most valuable leads and adjust your ad campaigns.

Millennials Are Willing to Pay Extra! Extra! (Read All About It)


Believe it or not, 18- to 34-year-olds are willing to pay extra for print news or an online subscription to a news source. They're also willing to pay extra for a product or service from a company that offers a high-quality experience.

What steps are you taking to guarantee the best customer experiences for those interacting with your agents on the phone? Are you certain that inbound calls are being handled in the most effective way possible? By implementing call monitoring, you can save any missed customer service opportunities with real-time recordings and documented response rates. Not only will you know which advertisements worked via call attribution, but your customer service will also be top notch when phones start ringing off the hook.

Interested in hearing more about integrated marketing approaches? Check out "Direct Mail vs. Email: Which Channel Should You Focus on in 2018?"

Don't Neglect Your Health in the New Year!

With the New Year upon us and winter in full swing, it's important to take care of your business — but that doesn't mean you should overlook taking care of yourself. We often get so caught up with work that we neglect things like fitness, a balanced diet and maintaining healthy skin. During the warm weather season, it's easy to remember to take care of your skin, but in the wintertime, we sometimes forget while we stay bundled in our sweaters, scarves and mittens.

Woman in beanie and scarfHere are some skin care tips for winter from the American Academy of Dermatology, courtesy of Baylor Scott & White Health.

Take Shorter Showers


Long, hot showers can strip skin of its natural oils and dry it out.  Limit your time to five or 10 minutes and avoid using overly hot water.

Moisturize While Wet


Moisturizers work by trapping moisture in your skin, so be sure to apply it immediately after toweling off, while skin is still damp.

Opt for Ointments and Creams


They’re more effective than lotions at keeping skin moisturized.  Pick products with ingredients such as olive, mineral or jojoba oils; shea butter; glycerin; hyaluronic acid; and petrolatum.

Avoid Harsh Ingredients 


Steer clear of anything that can irritate dry skin, such as deodorant soaps and products that contain alcohol or fragrances.  Consider switching to hypoallergenic laundry detergents, which generally don’t have chemicals that can aggravate skin.

For more information and some myths and tips about dressing for winter, visit BSWHealth.com/StayWarm.

Wishing everyone a happy and prosperous new year!

Direct Mail vs. Email: Which Channel Should You Focus on in 2018?

Person viewing marketing analytics on mobile devices
With the New Year now here, it's the perfect time to plan ahead for an effective new campaign this year. Take a step back and re-evaluate which marketing channels are giving you the most bang for your buck.

Harvard Business School finds the most effective advertising strategies combine multiple advertising channels to reach a larger audience. Fifty-one percent of consumers specifically prefer companies to communicate with them using a combination of mail and email. Knowing how and when to use direct mail or email will be crucial to your success in 2018.

Direct Mail


People are already speculating about technological advances this year: advanced self-driving vehicles, augmented reality and robots that are eerily similar to humans. With our increasingly technological world, why would marketers take a step back by continuing to send direct mail pieces?

In this digital era, it may be hard to believe, but 79 percent of consumers will act on direct mail immediately. Furthermore, for every 5,000 targeted customers, direct mail receives 175 responses.

Advertisers use direct mail for a number of reasons:

  • It’s Targeted — Direct mail pieces are the only way to accurately reach the demographics of your specified market. After you’ve analyzed who you’re trying to reach, you can easily target that demographic within specific ZIP codes, but that’s not so easy with radio or TV.
  • It’s Cost Effective — You save time and money by creating a strict target market and sticking to it. The majority of your advertising dollars will be well spent with this approach because while email is significantly cheaper at first glance, the cost per sale is much cheaper with direct mail.
  • It’s MeasurableUSPS has Intelligent Mail Barcodes, so marketers can track every piece they send out to prospects. Another way to easily see which campaigns are successful is to place a unique toll-free number (TFN) on the direct mail piece and track the number of phone calls it generates.

Not everyone will respond well to receiving direct mail, but with all the benefits, it’s worth a shot!

Email


By the time you finish reading this article, you’ll probably have an email waiting for you in your inbox. With 269 billion emails circulating daily, email is definitely not dead — that number is only increasing. How can you benefit from using this channel?
  • It’s Inexpensive — For every dollar marketers spend on it, email marketing generates $38 in ROI, which is the highest conversion rate across all channels. If you don’t use email, your bottom line could be negatively impacted.
  • It’s Easily Accessible — On average, Americans check their phone every 12 minutes, and 91 percent of them check their email every day. It’s one of the easiest ways to deliver your message to your prospect.
  • It’s Measurable — Email is easily tracked, and email marketing platforms have granular analytics to help you fine-tune your email marketing strategy. To drive and track offline response rates, you can add a Click To Talk button to your emails.

Email is clearly here to stay, but to maximize your reach, be sure to combine it with direct mail and other channels.

Integrated, Multi-Channel Marketing


After discussing only two of numerous options for marketing channels, it’s clear why these specific mediums will continue to be beneficial to your 2018 plans. Using direct mail and email together — and monitoring your results with call tracking — strengthens the effectiveness of your marketing. Plus, 72 percent of consumers want an integrated marketing approach.

How do you plan on achieving a successfully integrated marketing campaign for 2018?

Three Tips for Handling a Challenging Customer Call

Coffee spilled on desk and shirt
It's a Monday morning. Traffic is at a standstill on the interstate, and you just spilled burning hot coffee down your shirt. We're willing to bet that you probably aren't the only one who is having less than an ideal morning. Customers contacting your call center most likely aren't calling to thank you for your job well done. They have quotas to meet, and they're probably trying to contact you about an issue or concern. Their mornings might have been even worse than yours.

Answering these calls can seem like something straight out of a nightmare, but satisfying unhappy customers is an integral part of your job. In fact, 89 percent of customers will no longer give their business to an organization after experiencing a subpar call, making your job crucial to the success of your company.

So how are you supposed to remain positive when someone is screaming in your ear or being passive aggressive? Below are three ways to overcome a difficult customer phone call.

Keep Your Cool


Inhale and exhale. Although matching the moods of people around you is an easy thing to do, you shouldn't mirror theirs. The customer probably isn't truly mad at you, but rather frustrated with the situation. By using a calm tone of voice and choosing your words wisely, the customer will soon realize you're only there to help. By the end of the call, they might even appreciate your help and develop a more positive outlook on the company as a whole.

One way management can be proactive in this is by implementing a solution that automatically scans calls for predefined keywords. With this tool, you can easily go through flagged calls and listen to each conversation, ensuring your reps handled the situation effectively.

Lend An Ear


Think about the last time you were frustrated or upset about something. Now imagine that as you're venting, the other person (who is ultimately the reason for your anger) keeps  interrupting with lackluster apologies and trying to combat everything you say. It's only making matters worse. That's how your customers feel when you cut them off in a conversation.

Pay close attention to your customers' needs and wants, regardless of their attitude toward you, and demonstrate that you understand their concerns. While it is important to respond to customers when they're upset, you should give them a chance to state all of their concerns before putting in your two cents. Listening intently will give you an abundance of time in which you can fine-tune a solution for the problem at hand. Worst case scenario: Their problem can't be fixed. Come up with a backup plan for a situation like this or simply explain the reason to them honestly and in detail.

Switch Things Up


After maintaining your composure and empathizing with callers' needs, your heated customers should be much more levelheaded. But what happens if they aren't? If the customer continues to act upset after you've followed these steps, alert someone from your team to the problem and see if they can defuse the situation. Allowing an angry customer to speak to management or even just switching agents will usually help to solve the problem because it reiterates that the company is doing everything they can to find a solution to the customer's problem.

Getting a call from an angry or upset customer is inevitably going to happen within your company. Follow these steps to help calm an upset customer and show them you are actively working to find a solution to their problem. What tips do you have for handling a challenging call? Let us know in the comments.

Don't Let Lost Leads Haunt You This Halloween

Spooky Halloween hands
The most frightening time of the year is upon us as miniature witches, ghosts, goblins and Captain Americas march up and down the streets demanding free candy. You guessed it — Halloween! Although Halloween has turned into a lighthearted holiday involving pumpkin carving, Disney movies and an excuse to wear funny costumes, it once created a frightening chill in the air, causing even adults to feel a hint of anxiousness.

These days, that anxious feeling is rampant across businesses. A startling 79 percent of marketing leads never convert into sales. Spooky, right? While that chilling realization can make even the best companies get goosebumps, below are a couple ideas that can steer your marketing efforts in the right direction.

Track-or-Treat


Every year, suburban families plot out the best routes for their Halloween trips around a conveniently located cul-de-sac. One ingenious person even rolled out an app called Nextdoor, which safely allows neighbors to identify who is passing out candy. Tracking Halloween routes can save families valuable time avoiding blocked traffic routes and lost candy opportunities.

If we get that into planning Halloween, why don't we plan out our marketing that well? Inbound call tracking can help you collect demographic information about your callers, learn what regions are your biggest markets and identify which of your marketing campaigns are working. If that doesn't help you map out the best route for your marketing, we don't know what will.

Make Navigating Creepily Intuitive


With over 41 million children going through neighborhoods on Halloween, you have to make your house stand out to draw in more trick-or-treaters. What sets your house apart from your neighbors' houses? Did you buy the jumbo pack of candy that all the kids love, or does your house have a Halloween inflatable that the entire neighborhood is raving about?

Setting your house apart on Halloween is one thing — setting apart your business on a daily basis is a whole different beast. The decision simplicity index is a gauge of how easily customers can access information about a specific business, which is one of the main ways to differentiate your brand.

How can you improve ease of access? Have family members or friends look at your website to see how easily they could find information as if they were customers. Offline, consider implementing intelligent routing options so callers can get straight to the department they're looking for. You can also implement mnemonic or repetitive telephone numbers that are easier for customers to remember and connect to.

To keep your customers and your sales team from going batty with frustration, consider utilizing these tools. Do you use any other tactics to convert leads? Let us know in the comments!

How to Get Your Business Through a Social Media Crisis

Angry social media user
So you made a mistake on social media. Maybe it was your fault — a funny typo went viral or a well-intentioned post got some negative attention. Maybe it wasn't — somebody guessed the password and made some very embarrassing posts. Either way, you're in damage-control mode now.

Warren Buffett is credited with saying, "It takes 20 years to build a reputation and five minutes to ruin it." The explosion of social media has turned that five minutes into five seconds, since every mistake, regardless of if it's made on social media or in traditional advertising, is quickly broadcast to the world. How you react to a social media crisis will dictate whether it takes a week or a year to rebuild your reputation.

If you're trying to recover from a marketing faux pas or simply want to be prepared for the inevitable, here are some tips for getting your company through a crisis.

Have a Plan


You are never as insulated from internet infamy as you think you are. Even when you have eight people reviewing every piece of content or social media post, a simple mistake can still get through and quickly go viral. A marketing campaign that seemed like a good idea at first can still get a poor public reaction as well. That's why it's important to have a plan for potential negative backlash.

Many businesses are quick to delete posts or pull ads and quietly hope the furor all goes away over time. No matter what goes into your crisis plan, be sure you include a public statement or apology acknowledging the mistake. After that, your strategy needs to cover what you're going to do moving forward. How long will you wait before resuming your normal social media campaigns? Will you respond to negative comments directly? What will you say? Being prepared and reacting quickly can help mitigate any long-term damage.

Highlight Your Loyal Customers


Bouncing back and rebuilding your reputation after a marketing mistake is the hardest part of the process. Social media makes it easy for people to chime in about your business, especially if you've made a mistake that earns the internet's ire.

However, it's also in times like these that you might find some of your most loyal customers are willing to defend a product or service they love. Highlight these loyal customers by liking and sharing their comments. Word of mouth will always be one of the strongest forms of marketing, and using it to your advantage will help you emerge from a crisis.

Newsjack With Caution


Newsjacking to generate exposure for your brand can be a great marketing and social media tactic. However, you should never capitalize on a tragedy. If you want to acknowledge a somber event, do so tastefully and avoid putting your logo on any image or tying your comments to a product or service you offer.

Also remember that timing is everything. There's no faster way to be dragged through the mud by social media users than to have a prescheduled marketing post go out in the midst of a catastrophe. Be aware of what's going on in the world so you're not promoting a special sale or even a product launch at a sensitive time.

The internet has made it easy for word about your mistakes to get around quickly. Have you survived a social media crisis? What was your strategy for dealing with the problem? How did you prepare for any future mistakes? Let us know in the comments.

Are You Sticking to Your New Year's Resolutions?

Joggers on treadmills at a gym
More than a month has passed since 2017 began, and we're guessing the crowds at your gym have started to thin out. These days you can probably spend more time on the treadmill than you spent waiting to use one in January.

A new year is a great opportunity to start over and make improvements, and New Year's resolutions can help you take the first step. However, sticking with those resolutions — especially if you aim to lose weight — can get more difficult with every passing week. Committing to big changes to your company's marketing and customer service can feel much the same way.

The good news is it's never too late to recommit to resolutions for your business, or even start new ones. Here are some resolutions you can still pursue or continue to improve on in 2017.

Be More Social


In 2016, everybody and their dog had social media. (We're serious about the dogs.) The percentage of Americans on social media has grown every year since the beginning, reaching 78 percent last year. Social media adoption among small- and medium-sized businesses has been just as rapid, but many still struggle with how best to use their accounts.

The important thing to know about a business social media page is it's not about leads. Social media is widely regarded as a poor source for leads, meaning you should focus on fostering brand loyalty and building a community of enthusiastic followers. Just be sure you know the do's and don'ts of social media, or a silly post with good intentions could turn into an image disaster.

Answer Every Call


While social media accounts alone aren't great lead sources, social media advertising has played a role in the booming amount of phone calls to businesses being placed from smartphones. No matter what marketing approach you take in 2017, you need to be prepared for even more phone calls than in years past. Mass smartphone adoption has made it easy for customers to place calls on the fly.

When your competitor is a few finger taps away, it's more important than ever to make sure calls from your customers — whether they're sales opportunities or customer service issues — are answered and getting to the right people in your business. Fewer and fewer people are leaving voicemails, meaning it's critical for you to either answer every call or to at least capture incoming call information so somebody can follow up with a missed call promptly.

Cut the Excess


Losing weight is one of the top New Year's resolutions every year, which is why your gym was so crowded in January. Just as cutting excess weight can make you healthier, trimming marketing campaigns that aren't generating a healthy return on investment (ROI) can make your marketing investments more efficient.

But while we can just step on a scale to see if we're making progress with weight loss, measuring marketing ROI can be more challenging. Consider using a service that can link everything from phone calls and website clicks back to specific marketing campaigns or search terms. Knowing your lead sources will help you find campaigns that need to meet the same end as those extra holiday pounds.

You should always be seeking to improve your company, but the New Year is a good time to take a renewed focus. What are some resolutions you targeted for your company's marketing in 2017? Have you stuck with them so far? Let us know in the comments.