March 18, 2016

Getting Started with Social Media

As a business it is likely you do not have a marketing department “on tap” let alone a social media manager. So why go to the expense of using social media to promote your business and where do you start?

Let’s start with the why

  • Easy way to learn about your audience
  • Target Audience can easily be defined
  • Expand your audience and find new customers
  • Instant feedback from your customers
  • Improve market intelligence and get ahead of your competitors
  • Increase website traffic and therefore SEO ranking
  • Share content faster
  • Generate low cost leads
  • Create relationships
  • Increase brand awareness and become a “thought leader”

Just reading the list above would make any MD scream “why are we not active on social media – I haven’t posted anything since that funny cat video in 2013!”

However, a note of caution, if you believe that suddenly by becoming a social media expert that big corporations will be knocking on your door you had better re-think. At best you will raise your brand awareness, which is no bad thing, but it is unlikely that through social media posting alone you will land the “big contract”.
So you want to go social? The first thing to do is research – what social media channels will my target audience be active in? Twitter, LinkedIn, Facebook, Instagram? Whilst you can post to all these channels, and more, it is better to start off with a more targeted approach so you can focus on that.

From my own experience, Twitter and LinkedIn, have proven to be the best channels to target first, however, it does depend on what your business is and does.

Next is to think of your company or personal brand. What do you want to portray? What story do you have to tell? What tone do I want to establish? You can find more on this subject here from the team at Hubspot. Now ensure that you have set up the social channel correctly in regards to BIOS and banners. A useful tool for creating banners is gravit – this can give your channel that touch of professionalism.

So you are now all set. Ready to post? Now hold on what about content? What time is best to post? Is it OK to retweet? In truth, there are no hard and fast rules, however, one of the best sources of knowledge is this recent blog and don’t forget the importance of imagery! Several free stock photo sites are unsplash, picjumbo and my favourite placeit.

It is perfectly acceptable to use others content, however, that will only take you so far and it is important to contribute your own words. Writing a content calendar can help you visualize all your planned posts for the next weeks or months ahead. And on top of that, it will help you craft your posts in advance so that you always have something ready to share.

As for posting, two of the most popular tools are Buffer and Hootsuite. Personally, I prefer Buffer for its cleaner interface but both offer good platforms for free and for a relatively small charge can offer further benefits such as teams, deeper analytics and even content to share. Tweetdeck is also popular but interacts with Twitter only.

Happy sharing!

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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September 4, 2015

Let’s get naked! A naked mailer that is

Cost saving versus Return on Investment (ROI)

Naked mailers reduce cost on the fulfilment by removing outer packaging, or the need for any other form of the internal carrier sheet, letter or similar, as the address is printed (using inkjet technology) directly to the outer cover of the catalogue.

Cold data potential clients are ideal recipients for naked mailers

As an entry-level introduction to potential clients receiving your offer for the first time, a naked mailer ticks plenty of boxes. Inevitably the data you obtain will be of a certain profile with a likelihood of those recipients purchasing your product. As a percentage, however, the overall ‘new client spend’ from this cold list is likely to be lower on an average cost per order basis, than an established client; the percentage of orders received for new data will also be in the low percentages. Therefore you need to ensure that your investment per new client is affordable. Often a ‘slimed down’ version of a larger catalogue is a good approach for acquisition data as this showcases your brand and scope of offering, whilst reducing your print costs.

All wrapped up for Christmas

If you have extra messages that you want to get across or loose inserts that need to be included, then sealing them in alongside a marketing message is the best way to do it. A warmer more inviting way to seal the relationship with the recipient. There are also higher postage savings to be made (if using envelopes not polywrap) so bear this in mind as well, See Mailmark Link

Getting personal

If you’re going to bare it all with a naked mailer, then getting personal is very difficult to actually achieve. Although this is one of the cheapest ways of fulfilling a catalogue, it actually reduces the opportunity to open up a conversation or communicate offers pertinent to the recipient. You can vary the offer to a group of recipients by changing the cover of a brochure but this, although providing some targeting is still a generic approach and not using either your client’s data, spending patterns and preferences, or indeed making use of the data-driven print technology that provides marketing professionals genuine opportunity for 1-2-1 marketing.

High-End clients ‘deserve’ or even warrant a little more attention to detail. Business to Consumer Marketing (B2C) is the perfect area for this highly targeted approach to client communication. Business to Business (B2B) Marketing, generally does not allow for this as client numbers are small enough to receive account manager attention or fit within certain sectors that can receive a communication such as this that is relevant only to the Retail Marketing Sector.

Very High-End retailers producing a catalogue or more appropriately termed ‘Mag-alogue’ – an Information newsletter with retail ‘catalogue content ’ or brochure that are a ‘coffee table’ item, would not benefit from a naked mailer as this would ‘cheapen’ the look and brand for the recipient.

In summary

One thing that is clear, is that there is no simple equation to solve your marketing conundrum. You do need to know your audience, understand your data first, then engage with your marketing communications suppliers, to discuss options on print variations, compared with fulfilment costs, understand the implications of postage costs for each approach and the likely returns you will receive. Testing is key before investing large amounts of your marketing budget into a ‘great idea’ it is vital to invest some of it into testing the idea first!

 Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk, +44 (0) 20 8293 8550.