Phil Lauterjung

Archive for the ‘Marketing’ Category

One question that frequently comes up when discussing email marketing campaigns is: what are reasonable results to expect? Results can typically vary widely.  Fortunately, Silverpop recently did research on this subject and I know that many of you will be interested.  The results are based on random sample sets of 7,000 email messages delivered to recipients in the U.S., the U.K., and Germany.  The best part of their data is instead of giving the usual average rates they also included the median as well as the top quartile and bottom quartile.  This will allow you to get a better idea where you might place, and where to put you focus to improve your results.  Read more... (485 words, 7 images, estimated 1:56 mins reading time)

NOTE:  I have added a plug-in that gives me more flexibility with fonts and sizes.  So I’m trying to make this more readable.  Let me know what you think in the comments.  Thanks.

I have written in the past about the importance of developing a “buyer persona” that incorporates as much as possible about your typical customer.  The persona should include demographic, geographic, psychographic, and behavioral information about that company and your persona.  Read more... (522 words, 1 image, estimated 2:05 mins reading time)

When I first started in sales – in the dark ages – buyers had to contact us if they were interested in our products.  Not any more!  All they do is hop on their favorite search engine and start clicking away.  Gaining a clear understanding of this new buying cycle is critical to reaching buyers at an optimum point.

Online buyers tend to take their own sweet time doing research before settling on a product to purchase.  Studies have shown that these wandering buyers conduct as many as a dozen or more searches over many weeks before deciding.  These are not usually the same searches over and over.  Most are multiple searches on the same topic.  Read more... (639 words, 1 image, estimated 2:33 mins reading time)

It seems as though I come across an article every day that questions the use of Social Media as a legitimate tactic to use in business.  The big question is can Social Media be measured?  Can you get an ROI from Social Media?

The best answer that I can think of is – it depends.  Kind of a weasely answer, but bear with me for a moment.  There are currently over 350 million people on Facebook and nearly 50 million on LinkedIn.  There are also tens of millions on Twitter, but that seems to be a more difficult number to pin down.  My point is that there are very large numbers of people using these communities to talk about what matters to them.  Some of them might be your customers or prospective customers.  Read more... (531 words, 1 image, estimated 2:07 mins reading time)

OK, are you ready for smart way #2?  It’s really quite innovative and very high tech – over used word alert, is anything really high tech anymore?  Can we still use that term?  Well that might just be the point of our topic.  It’s fallen out of favor too.

Trade Shows.

Wait, wait don’t start running for the exits just yet.  For many years trade shows have been considered a necessary evil of many marketing budgets.  And, often for good reason.  You went because your competitors were there and it might look bad if you weren’t there.  Your marketing department always wanted a big budget so they could make the big splash and razzle-dazzle everyone.  Your sales people often spent more time talking to industry network contacts rather than potential customers.  Read more... (690 words, 1 image, estimated 2:46 mins reading time)

Everyone wants to know where they can get the best return for their marketing dollars.  And, lots of people think they have the answer.  Buy my solution and your ROI will sky rocket beyond your wildest dreams.  Yeah, sure it will.

For the next few posts I will give you ideas on how to use your marketing dollars more effectively.  I know that’s a bold claim, but take a moment to read these tips, consider them carefully, and then make up your own mind.  Read more... (489 words, 1 image, estimated 1:57 mins reading time)