Tuesday, January 17, 2017
According to SmartInsights, one of the biggest upcoming visual content trends to prepare for is nothing new - a further integration of digital and traditional marketing. Only 5% of marketing professionals who responded to a survey say that their campaigns are fully optimized and integrated at this point, but 33% are actively trying to get to that point. Another 33% are currently experimenting with limited integration, and another 12% consider themselves integrated, but not necessarily optimized in the way that they'd like to be. That certainly doesn't mean they aren't trying, however.
Never forget: anyone who tells you that you should rely on EITHER print OR digital marketing is probably just trying to sell you something. To reach the widest possible audience, you need to look at them as two important halves of the same whole.
Visual Content Is No Longer a "Single" Technique
In the recent past, marketers tended to look at visual content the same way they looked at social media or video production - all separate techniques that made up a larger marketing campaign. This has been particularly true in terms of people who were doing both print and digital marketing. Visual content was more towards the print side of things, whereas digital skewed towards text-based materials. The wind is changing, though, and it's clear that visual content no longer serves this purpose. Instead, it must become the very foundation of your larger campaign, the through-line that connects all of your various channels together in a visual way.
Case in point: research has shown that people following directions with both text AND illustrations do an incredible 323% better than those who are only relying on text. When taken together, this means that visual marketing content has a place in every aspect of your larger campaign, from that email you're about to send out, to new leads, to the breathtaking new flyer you're about to hand off to USPS. From that perspective, the biggest trend in visual content marketing to prepare for is the very idea that you'll now be relying heavily on these elements in more places than ever before.
These are just a few of the key visual marketing content trends that you need to be aware of to prepare better for what awaits you in 2017. One thing is for sure: visual marketing collateral is here to stay, and in many ways, it is more effective than ever. The shape that collateral takes is changing, though, as it should be, and it's up to you to stay ahead of the curve, so you don't accidentally find yourself getting left behind.
Friday, January 13, 2017
Fear not! This crash course in paper weights will make you a paper expert in no time at all.
What Does Paper Weight Refer To?
Without getting into too much talk about the technicalities of certain paper types and offset weights, the answer is really pretty simple. Paper is generally measured in pounds per 500 sheets (a.k.a. one ream) of the standard sheet size assigned to the papers in that category.
Example: Bond paper has a standard sheet size of 17" x 22" (also called "basis size"). If 500 sheets of bond paper weigh 20 pounds, that paper is classified as 20 lb. bond. You might also see this represented as 20# bond.
There are paper stocks that are heavier or lighter than the above example, so you will sometimes see 16# or 24# stock as well.
What Do The Different Paper Stocks Mean?
In commercial printing, you'll generally see four categories of paper stock:
1. Bond Paper
Bond stock is most commonly used for letterhead, copier paper, and laser printer paper. Similar to bond stock is writing stock. Writing stock is typically pricier than bond. It has shorter fibers, making it softer. It can be used for company stationery and sometimes contains a distinctive watermark. Writing stock can also be made with a variety of finishes.
Standard weights for bond/writing stock are 16#, 20#, 24# and 32#, with 20# being the most commonly used for in-house applications. Use 32# stock for resumes or competitive business documents to really impress!
2. Book Paper
Book stock can come in coated and uncoated varieties. Their weights vary from 30# Bible stock to 115# book stock. Bible stock is very thin paper, so named because it is usually used to print Bibles. Other book stock uses include magazines, catalogs, posters, and booklets.
The basis size for book stock is 25" x 38", so 500 sheets of 30# Bible stock will weigh...you guessed it - 30#!
3. Text Paper
Text stock is a higher grade of paper used in projects requiring a better quality paper. It's a bit thicker than your standard bond copy paper. Text paper is often used for brochures and flyers, some magazines, and thin posters. Text paper weights range from 60# to 100#.
The basis size for text stock is 25" x 38", so 500 sheets of 60# text stock will weigh...you got it - 60#! (You're picking this up amazingly fast!)
4. Cover Paper
Cover paper (also called "card stock") is heavy paper used for projects like business cards, postcards, and rack cards. Like text paper, weights range from 60# to 100#.
Because cover paper is a thicker stock, it has a smaller basis size (24" x 36") than text and bond papers. The equation is the same, though - 500 sheets of 80# cover stock is going to weigh 80#.
Paper Choice and Quality
As you may have guessed it, the heavier the paper, the pricier it will be. Some people may have the tendency to skimp on paper weights because they don't think it's that important. Psychologically, when people feel a lighter weight paper used on something they instinctively feel should be heavier, they make a value judgment about your company, product or service. Clearly, this is not a decision to be taken lightly.
Next time the paper choice question comes up, you can relax with the comfort of knowing that you are now a paper pro!
Tuesday, January 10, 2017
Branding Your Company's Social Media Presence
Before setting up social media platforms including Facebook, Twitter, Snapchat, and Instagram, it's important to consider the audience you want to reach regarding demographics and age groups. How do you want to present your company? What voice do you want to implement when showcasing products or services? Are you planning to share graphics, videos, or humorous updates to potential customers? Carefully consider the voice, tone, and style you want to use to represent your brand based on the audience you plan on reaching (with paid or organically grown content).
Social Media Tips for Business
When creating social media pages for your business, using the same handle and username for all options is highly advisable. Steer clear of confusing names or characters that may leave users lost or unsure of your page's authenticity. Consider the flow of your posts and the type of content you produce to streamline your pages and keep users coming back for more. Share real stories and content from relevant industry professionals, helping to build brand loyalty and authority. Consistent updating is the key to maintaining relevancy while also keeping potential customers engaged in hearing what you have to say.
Slack is known throughout both the startup world as well as large-scale companies to help teams and employees better communicate with one another. As a free app download available for both Android and iOS phones, Slack allows individuals within a company to create selective "channels" for marketing, general chat, social media, and any other customized channel that is fitting for your business. Sending messages to an entire team simultaneously allows employees to work more efficiently while also staying on topic with unlimited channels available. Sending images, graphics, and documents is also a possibility with Slack, making it extremely useful when completing everything from print projects, marketing material outlines, to setting goals for an upcoming week or month.
One application that is growing fast within business markets is an app that was originally designed for college students and a younger demographic altogether. The Houseparty App is free and available on Android and iOS phones, allowing users to create private or public "rooms" to video chat with one another "on the fly." Although Skype is an alternative, along with GoToMeeting, Houseparty is entirely free and allows up to 8 users in one room simultaneously. Chatting with team members or employees who work remotely will help everyone to catch up on projects and plans quickly regardless of location.
Evernote is a classic app that is useful for saving documents, photos, and even print materials you want to share with your entire team or specific employees with ease. The free version of Evernote allows users to upload 60 megabytes of data each month, with premium versions available for large-scale companies. Using Evernote is a quick and easy method of showcasing updates, saving and pinning websites to share, and collectively engaging in one another's finds online (without pesky bookmarks and browsing).
Take time to consider your company's needs regarding finance, communication, and time management to assess which type of apps work best for your teams. Find the voice and branding of your business to appeal to potential consumers without sounding robotic or "too corporate," while still resonating with those who are interested in your products or services. The more you truly understand the needs of your consumers, the easier it becomes to relate to them, helping to boost sales, loyalty, and interest in any industry.
Friday, January 6, 2017
They Trigger an Emotional Response
One of the biggest traits that all brands with serious longevity share is the fact that they're able to trigger an emotional response with their target audience, creating a loyal army of followers. This is true both with the way they market AND the way that response integrates into the service they provide.
Apple is a great example of this based on their image as the "hip, trendy" electronics company. People see a sleek, sophisticated Apple product in an equally compelling ad and they can't help but think, "That looks really cool; I want that." The same goes for a company like Amazon.com, albeit from a different angle. The way that Amazon has embraced personal marketing, both regarding the advertising it creates and with regards to the personalized recommendations that each user enjoys, makes them think, "I like Amazon; they get me." That type of emotional connection is something you just can't put a price on.
They Live Up to What They Promise
All of the best brands with serious longevity share the fact that they live up to the promises they make in their marketing materials. This comes from a deeper understanding of not just the people they're trying to attract, but who those people are and what they want. These brands know how to communicate with their target audience and, as a result, don't just live up to their promises, but they know how NOT to make a promise they can't keep.
Take FedEx, for example. Entrepreneur.com recently cited FedEx as a brand with an incredibly strong corporate identity, owed largely to the fact that it's operations are so incredibly efficient. FedEx is a brand built on trust, and the road to trust is paved with promises that have been kept in the past. FedEx is seen as an incredibly reliable service, and people in need of shipping rank FedEx favorably in that regard. This creates something of a self-fulfilling prophecy - a symbiotic relationship that only strengthens over time specifically because FedEx knows what its audience wants and it knows how precisely to give it to them every time.
Once again, Apple is another example of this idea in motion. They promise products that "just work" and have historically delivered on that promise time and again. This has made them not only one of the most successful brands in the world, but also one with serious longevity in an industry where companies come and go like the weather.
These are just a few of the core qualities that all brands with longevity share. Remember that in the grand scheme of things, brands come and go all the time. Creating a brand is easy, but if you want to make sure that your brand stands the test of time, you need to focus on offering something truly unique on an ongoing basis.
Wednesday, January 4, 2017
Forget About SEO
In today's digital climate, the importance of writing content for people first and search engines second cannot be overstated enough. Google has made some massive changes to its algorithm in the last year that favor quality, well-written content above all else. Google, Bing, and more have all placed a strong emphasis on making sure that content is king. As long as you create your marketing collateral with that in mind, these companies have promised to make sure that you're taken care of regarding search engine rankings.
Focus on helping people. Try to provide insight and provoke a response. If you craft your campaigns with these simple goals in mind, everything else will fall into place.
...But Don't Totally Forget About SEO
None of that is to say that SEO, in general, isn't necessary. Just make sure that when it comes to content marketing, you're not trying to stuff in as many keywords as possible. Instead, shift your SEO efforts to other areas, like making sure that you're updating your content regularly, that it has all of your (correct) contact information, and that you're promoting yourself through outlets like social media.
More Than Just Blogs
Remember that blogs are a powerful tool in the content marketing game, but they're not the only tool you have to play with. Things like newsletters, eBooks, and user guides are all an excellent way to reach your target audience in fun new ways. Visual materials like infographics, charts, and even videos are also a great way to bring the visual element that you're known for into the content marketing arena in a powerful way.
Refine Your Customer Persona
Many people use customer personas to help guide their marketing campaigns, something that is especially helpful when it comes to content marketing. Something you cannot forget to do, however, is to update these personas on a regular basis. Think about how much your business has changed in the last year and understand that your ideal customer has probably changed just as much. Use the new year as an opportunity to re-evaluate your existing buyer personas so that you can always keep your eye on the prize, so to speak.
A new year brings with it the opportunity to start fresh, but that doesn't mean throwing the baby out with the bathwater. Embrace new techniques, but also never lose sight of the old saying of "if it ain't broke, don't fix it." Some content marketing best practices are certainly not broken, and those solid techniques are what you can be doubling down on in the new year.
Tuesday, January 3, 2017
What's In a Name?
According to PitneyBowes.com, the USPS "Standard Mail" tier will be rebranded as USPS Marketing Mail in 2017. Additionally, what was previously known as "Alternate Postage" will now be called "Share Mail." Pricing structures have been changed (and arguably, simplified) accordingly.
When the new branding goes into effect, letters that are 3.5 ounces in size or less will cost $0.284 - a reduction from the current $0.290 pricing structure. Flat rates for items that are four ounces or less, on the other hand, will actually increase to $0.555 from the current rate of $0.546 that is expiring. It's important to note that these rates are for the USPS Marketing Mail items that are processed through non-automation means.
Other Upcoming USPS Changes
The USPS also announced a number of other changes, particularly to items that fall into the presorted mail category. Overall, people can expect a price decrease on average of about 0.25%, though it's important to note that certain types of items will actually increase in price at the same time.
One change that marketers will no doubt be happy about is the fact that presorted First Class Mail will see a significant price reduction. Starting at the end of January, sending 3.5-ounce materials will now cost the same price as a one-ounce letter. Up until these changes go into effect, the pricing category ranged from one to two ounces, not 3.5 ounces.
Those First Class letters up to one ounce will now cost you $0.49 as opposed to the current $0.47. Flat rates up to one ounce will increase to $0.98 from $0.94, while First Class Mail parcels will allow you to pay one price ($2.67) for any item up to four ounces in size. Each additional ounce will cost you $0.21, which is actually one of the few categories of pricing that will remain unchanged in the new year.
Changes Behind the Scenes in 2017
It's also important to note a significant change in the way these types of items are processed. Items that used to fall under the 3-Digit and AADC categories are being combined with First-Class Mail Presorted Automation Letters and USPS Marketing Mail Automation Letters. Ultimately, this won't really change the price that you can expect to pay when you send your marketing materials out into the world, but in theory, it should make them easier to process and send out once they've made their way into the hands of the United States Postal Service.
All of these changes will go into effect on January 22, 2017. Until then, the current pricing structure will still apply. As marketing budgets get tighter than ever during a period where direct mail marketing has never been more important, it's always essential to stay as up-to-date as possible on any and all USPS pricing changes to help make sure you're getting the most out of your hard-earned (marketing) dollar.
Saturday, December 31, 2016
Her cinnamon chocolate chip cookies were popular with friends and family. When one friend after another told her, "you should sell these!" she took the leap and began her small business out of her apartment. She bought business cards, made a website, and learned how to create invoices. Before long, she was taking orders online and had her first local client, the Golden Goose Market.
While Collette faced a unique set of challenges getting her business off the ground, everyone who wants to start an enterprise will face hurdles. Overcome these hurdles by asserting the sort of grit and curiosity that got Collette started:
1. Remember that you don't need permission.
Collette first tried to work for other businesses. When they did not see a use for her, she decided to go out on her own. Instead of waiting for an opportunity to present itself, those who wish to forge a business should follow Collette's courageous steps.
2. Be willing to learn new skills.
When bootstrapping a company and getting it going, you may not be able to hire people for every role. Collette learned how to do her own accounting so that she could get started. If she'd waited for someone who could do that job for her, she might still be waiting to start.
3. Reach out to the network you already have.
Collette's local client, the Golden Goose Market, is right in her neighborhood. Since they already knew Collette, they were willing to take a chance on her and display her cookies. Look to your own network; think about the people you know from old jobs, friends of the family, and other contacts. They may have a need for your service or know someone who does.
4. Capitalize on what makes you unique.
Collette Divitto got promotion through human interest stories because of the obstacles that she has overcome. Think about what sets you apart from your competition. It can be a brand story, a unique product like Collette's top secret cinnamon cookie recipe, or an aspect of your customer service that goes above and beyond what your competitors provide. Recognize your unique attributes and learn how to convey them to your prospects. These qualities are the ones that make your business more appealing than the rest.
Being willing to take risks and dedicating the work necessary can help ensure your business's success. This sort of courageous approach can get you through those slim early times and make it more likely that your business will thrive.