Industrial Marketers Bet More on 2018 Direct & Digital

AccuList USA has a long track record of helping warehouse, industrial and back-office product marketers via data brokerage, predictive analytics and multi-channel direct marketing, and we’ve learned some important lessons along the way.

Industrial & Tech Marketing Budgets Expand in 2018

The good news is that many industrial marketers were inspired to expand investment in 2018. According to the “2018 Budget Trends in Industrial & Technology Marketing” report published by engineering.com, industrial marketing budgets in 2018 are expected to hit “the highest levels of growth (45%) and the lowest reported levels of shrinking budgets (4%), of any of the last five years.” More than half (54%) of manufacturing marketers expect their budget to be larger in 2018.

Quality, Targeted Data Is Key to B2B Direct Marketing

But expanded multi-channel spending still needs to be smart spending. As data brokers, we can’t overemphasize that successful B2B direct marketing–including direct mail, print catalogs and e-mail campaigns–starts with quality, targeted data. Marketers can boost response by using predictive analytics and buyer profiles to target–and then opt for the rental lists of active product inquirers/buyers that our proprietary list research finds to be top performers in each vertical. Targeting the right message to decision-makers in the buying process is also key; with product and industry factors affecting whether to select a chief engineer, purchasing manager, warehouse manager, human resources chief, or C-suite executive in mailing lists.

A Digital Strategy Is Now Essential for Leads and Sales

While direct mail continues its response leadership, there’s no denying that most B2B buyers are digital shoppers today. Research by Acquity Group finds 94% of B2B buyers say they conduct some form of online research before purchasing a business product, for example. Forrester Research has found that 59% of B2B buyers prefer not to interact with a sales rep, and 74% find buying from a website more convenient. That makes digital catalog sites into essential sales tools, giving customers the option to browse product, pricing, and inventory information in real-time and then self-serve. Of course, online traffic-building requires a good search engine optimization (SEO) strategy given that 73% of global traffic to B2B companies comes from search engine results. But most successful B2B marketers also invest in paid digital efforts. In fact, a 2015 study by Content Marketing Institute, MarketingProfs, and Fathom found that manufacturers ranked search engine marketing highest among paid marketing options in terms of efficacy (52%) and promoted social media posts came in second (39%).  For social media ads, B2B marketers see video as a top response tactic, which is why manufacturers in the study ranked YouTube as the most effective social media site, followed by LinkedIn ads, which AccuList USA supports. Take a deeper dive into the core elements of digital industrial marketing with this post by gorilla76, a B2B consulting firm.

 

 

 

Direct Mail Lead Gen Doesn’t Have to Bust the Budget

Many direct marketing articles tout digital tactics for generating sales leads. But at AccuList USA, we can attest to the continued lead-gen effectiveness of traditional direct mail for a range of our clients, including online retail and publications. Direct mail has higher response rates while avoiding some of the challenges of SEO, social media and e-mail, such as rapidly changing rules, deliverability/visibility issues and a crowded competitive space. But what about the cost of direct mail?  As a recent MarketingProfs post highlighted, there are direct mail options that can effectively deliver leads without busting the marketing budget!

Sales Letters Are Proven Workhorses

A No. 10 envelope that includes a one- or two-page letter and a reply card is an expensive, simple and effective way to reach prospects with something likely to be opened and read (unlike many e-mails). Of course, response depends on the proper targeting of the prospect lists and the personalized content of the letter. The letter should identify a problem, present a solution and offer a “freebie” of value, such as a brochure, sample, demo, evaluation, information kit or anything else that will get a response so that salespeople can follow up with qualified prospects.

Postcards and Flyers Are Lower Cost Options

A postcard is an inexpensive alternative to a letter, with low print costs and lower postage rates, as long as you stay within the minimum size of 3.5″ x 5″ and the maximum of 4.25″ x 6″. Because there is less room for the sales message, offer copy needs to be simple with a clear call to action. And because there is no additional response device, postcards need to stress a website address or a phone number. To drive traffic to a retail store, make room for directions or a map. Similarly, flyers are cheap and great options for local small businesses or businesses that want to appear small (read less expensive). Printed on ordinary paper, folded in thirds with a tab to hold it closed, and addressed with a mailing label and stamp, the result doesn’t have to be beautiful to be effective. Put the main message on the inside and teasers and mailing information on the outside so that, when you read the address, the folded side is on the bottom and the tab is on the top.

Court Attention With Invitations and Special Delivery

An invitation doesn’t have to be printed in formal lettering on cream card stock in a fancy hand-addressed envelope. You can draw people to an event or offer in a way that seems more personal and important just by using the words “You are invited…” An invitation can use a letter, a postcard or a flyer for an open house, special sale, product demonstration, etc. The key is to make the event seem exclusive and the invitees special in some way. Another way to make a mailing seem special is to use FedEx or other quick delivery service. The package content can range from a simple personal letter to a video or product sample. A special delivery package is a guaranteed open, but, because the delivery method is more expensive, it is usually limited to a smaller group of select targets.

For the complete article, see http://www.marketingprofs.com/8/cheap-direct-mail-tools-generate-sales-leads-fast-rieck.asp

Publisher Mistakes Undermine Online Subscription Efforts

Subscription marketing is a goal for most of our B2B and B2C publishing clients, so we wanted to pass along a recent Publishing Executive (PE) magazine article warning of some common online errors by publishers that are undermining circulation marketing investments.

Use Premium Content to Lure Subscribers

Access to premium content should be online but limited to subscribers, urges PE author Eric Shanfelt, founding partner of eMedia Strategist. After all, why subscribe if you can go to the website and see all content for free? Unfortunately, some publishers are so baffled by the technology of locking down content as subscriber-only that they don’t even put their premium content online–losing a big selling point with digital traffic. Others are worried about reducing Google search traffic or ad impression dollars by limiting content access, but they are not factoring in the cost of lost subscribers, argues Shanfelt. Of course, for success with subscriber-only premium content, the website must then prominently promote that premium content and its subscriber-only status via clear incentives and calls-to-action, he adds.

Quick, Easy Subscription Pages Need to SELL

A website or mobile subscription page should not be just an order form, Shanfelt advises. Remember that most people who visit a subscription page are just considering subscribing. They need to be sold. Visitors should clearly see the benefits of subscribing and what they get (deliverables). Plus the page should generate a sense of urgency to sign up and use FOMO (fear of missing out) to push orders. Equally important, the subscription process should be quick and easy.  Make the subscription link easy to see and navigation simple by putting an obvious menu item and widget on every website page, with a link directly to a single-page subscription form, not a multi-step process. And finally, make sure the subscription page is not only secure but loads quickly on desktop or mobile. If it doesn’t load in 2-3 seconds, up to 50% of potential subscribers could be lost, warns Shanfelt.

Invest in Data Tracking and Integration

In order to test and adjust marketing tactics, online subscription and confirmation pages should use Google Analytics for e-commerce conversion tracking and cross-domain tracking to see how people get to subscription pages and how well they convert from different sources. Subscription/confirmation pages should also use tracking pixels from Facebook, Google, Bing and other digital sources, as well as from customer data platforms and e-mail systems.  More important, circulation data needs to be integrated with the website subscription pages and any e-mail or marketing automation systems. For effectiveness, that circulation data should be updated automatically in real-time or, at a minimum, manually once a month. If the website is synchronized with the circulation system, people can log into the site by authenticating against subscriber data to get access to premium content, for example. Integration also allows for conditional content blocks in follow-up e-mails to upsell non-subscriber leads, for sending of automatic renewal reminders, and even for a sync of subscriber lists with programmatic ad networks.

For more tips, see the full article.

Print Catalogs Still a Key Multichannel Merchant Tool

Despite the growth of e-commerce, printed catalogs retain their important marketing role for AccuList USA’s B2B and B2C catalog clients, and recent data from Multichannel Merchant‘s 2018 State of the Catalog survey highlights that trend.

Print Catalogs Boost Brands, Push Digital Traffic

A big majority of the merchants surveyed (84.2% ) by Multichannel Merchant (MCM) said they continue to use print catalogs as a channel to reach customers. Their commitment to the traditional print catalog comes from its value as a multipurpose marketing tool. For example, branding led the ranking of main print catalog goals, with an 8.86 out of 10 rating. Branding was followed by web and mobile traffic driver and customer retention (both ranked at 8.14), reactivation (7.57), and prospecting and store traffic spur (6.43).  Meanwhile, though measuring catalog effectiveness remains a matter of debate among merchants, a majority (57.1%) do have a formal measurement program, whether via matchbacks, tracking codes, response analysis or segmentation testing.

Frequency, Page Counts & Circulation Hold Steady

Although merchants continue to seek maximum ROI by testing page counts and formats, the majority surveyed by MCM (83.3%) maintained the same page counts in 2017, and 50% also reported the same circulation numbers. Looking ahead to 2018, 50% planned to increase page counts, but respondents split into thirds over increasing, decreasing or maintaining circulation size. As far as frequency, 83.3% said they would hold it steady for 2018.

Digital Catalogs Join Array of Print Formats

Most merchants surveyed (57.1%) rely on both a digital catalog and a standard 8.5X11 print catalog. But many also use a “slim jim” print format (14.3%) or, especially for B2B, annual “big books” (also 14.3%). Some retailers report they send out other types of direct mail pieces, such as small gatefolds or postcards with special offers. Digital page-flipper catalogs are also in use to reach customers between mailings and in areas not mailed (such as Europe). For more on the report, go to http://multichannelmerchant.com/marketing/state-catalog-alive-well/