|
Article Directory
|
+ Authors
+ Articles
|
|
|
|
The Three Must-Have Marketing Pieces
Copyright (c) 2006-2012 elf design, All Rights Reserved
Written by: Erin Ferree
You've designed your logo. Now you need to create some great marketing pieces to promote your business. But what pieces to create? There are so many options available that it can be difficult to decide which pieces will be the strongest and best way to publicize your business. No matter what that business is, we recommend these pieces as a first step toward marketing it.
1. Business card
Making a great first impression often begins with your business card. Your business card is typically the first of your marketing materials that a new client will see. It should clearly tell your client who you are and what you do at first glance.
A business card is a convenient way to introduce yourself at networking events, and it's key to passing your contact information along when you meet someone.
Important elements to include when designing your business card include:
1. Your contact information, including your business mailing address. Including a mailing address greatly increases your credibility and makes you look much more established! If you're concerned about privacy, a Post Office box or mailbox is a great way to go.
2. Your logo, as discussed in many of the other articles in our library.
Strong secondary graphics and design elements, which we refer to as your visual vocabulary.
A list of your services, which is especially important if you offer multiple services or if your business name doesn't specifically make clear what you do. Be concise when creating this list, so that all of the relevant information will fit on the business card.
Combining these elements will result in a business card that does more than just pass along your contact information - it will also build your brand.
The best practices for using your business card include:
1. First of all, be sure that you carry your cards with you at all times keep a stack in your desk, your car, your briefcase or purse, and your wallet. This will ensure that you always have a card available when you meet someone who should have one!
2. Take your business cards with you to business meetings, networking events, conferences, trade shows everywhere you go that's business related. And be sure to take some with you to the gym, the grocery store you never know where you'll meet a potential client.
3. Don't pass business cards out at random wait until you've made a connection with someone or until you've been asked for it. Making a connection with a prospect will lead to a sale far more often than just "dealing cards" to everyone you meet.
4. Include a copy of your card with correspondence or packages it automatically puts a "business spin" on all of the mail you send out. It also provides a backup return address, in case the envelope has been damaged or thrown away.
5. Give copies of your cards to business partners and other possible sources of referral and business partners, so that they can hand them out when they're telling people about your services it makes the referral more likely to produce results.
2. Website
Having an online presence is a "must" if you want to be taken seriously in today's business world. A website is also a great marketing tool that can help you to find, educate, and prequalify prospects and to cut down the time and energy involved in your sales cycle.
Important characteristics to consider when designing your website include:
1. Design elements that are related to your logo and brand identity. The shapes of elements on your website and the color scheme should be evocative of your brand identity. We refer to these as your visual vocabulary.
2. Consistent, easy-to-use navigation systems that enable your website visitors to find the information they need quickly.
3. Making the site and navigation expandable-easy to add on to, so that your website can grow with your business.
4. Preparing the images properly for the web, to make them clear and quick-loading.
5. Clean, easy-to-understand text content. Pretend you're writing on a 10-year-old's level when you create your text, so that rushed clients can
6. Coding the site using style sheets and templates so that updating, revising, and expanding your site is as easy as possible.
7. Cross-platform and cross-browser compatibility, so that everyone will be able to access your site, regardless of the type of computer they use.
8. A basic level of search engine optimization. ALT tags, title tags, keyword-rich text coded in HTML, headlines, and META tags. These will help to ensure that your site gets great rankings in the search engines, so that people visiting Google and Yahoo can find your site.
9. Easy-to-maintain, which will enable you or a web developer to keep your site current with a minimum of effort.
10. A website promotion plan. Once your website is designed, coded, and posted, it is important to market the site. There are many ways to do that ranging from exchanging links with other sites, to in-depth Search Engine Optimization, to including your web address in your email signature, to article writing. These are just a few of the best strategies to promote your site and, to cover them fully we'll need to create more articles. Watch for those here our articles in August, October, and November 2005 will cover those topics.
3. Follow-up piece
A follow-up tool such as a post card, HTML newsletter, or note card is essential to make sure that your services stay "top-of-mind" with the people that you meet. It's said that a prospect needs to hear from you seven times before they will make a purchase. So it's important to create tools and a system to enable you to followup with your prospects once you've made that initial connection.
Steps to planning your follow-up method and system:
1. Determine how your customers prefer to receive information from you. Communicating with them in the method of their choice makes them more receptive to your messages and more likely to buy from you. Consider whether your ideal clients are "computer people" or whether they'd be more likely to respond to postal mail.
2. Then, consider which media you're most comfortable using to follow up. Do you have the technical skills to produce an HTML newsletter or the budget to hire a specialist? And do you have the time to create articles about your area of expertise? Do you have the time to apply addresses and postage to post cards? Or do you prefer giving the personalized touch of a note card, and can you keep up with the time commitment of following up in that way? Knowing your level of comfort and commitment, and understanding the time required, will ensure that you can keep up with your follow-up program.
3. If the previous two considerations are in conflict, find a way to make them congruous. For example, if you have the skills to produce an HTML newsletter and your clients are "computer people", but you don't have the time to write articles, you can explore online article banks that offer free articles for you to include in your newsletter, such as the one at http://www.ideamarketers.com . If you don't have time to address and apply postage to post cards, find a high school student who will do it for you at a reasonable rate. Be creative!
4. Once you've determined the method of communication to use for your follow-up piece, create a plan for how often you will followup. For example, if you're doing a post card or handwritten note, quarterly contacts might be enough. If you're using an online newsletter, monthly or bimonthly issues are probably best to really capture a client's attention your clients probably get a lot of email, and it takes regular contact to stand out from the crowd.
5. Creating your follow-up tools. Finally, once you have planned your follow-up system, it's time to move on to the design and content of your tool: the postcard, newsletter, or note card.
Be sure that your follow-up tool:
1. Looks professional and uses elements of your visual vocabulary, to reinforce your brand identity.
2. Contains content that is both valuable and accessible to your audience. Be sure to give good, quality information in your newsletter or post card, so that people will look forward to receiving it. And write the newsletter with language on your prospect's level don't use technical jargon if you can avoid it, and if you can't, define the technical terms so that your audience can stay "on the same page" with you.
3. Includes a call to action on non-personalized items like the post card and newsletter, and/or an offer such as a discount or special article. These can also be helpful in handwritten follow-up giving the people that you're contacting a reason to get back in touch with you.
4. Has some personalized information. A handwritten note card is personalized by default. If you're using a post card or newsletter as your follow-up tool, you can personalize it by using stories from your life, news on your hobbies, or updates on what you're doing, to make your newsletter more endearing to your potential clients.
5. Offers your potential clients a way to get on and off of your mailing list easily you don't want to be sending mail or email that's unwanted.
6. Is sent out regularly. In addition to letting prospects know when to expect the follow-up, following-up regularly will also show that you do things professionally and in a timely manner.
These three tools your business card, website, and follow-up tool are the essentials for marketing a small business. Using these marketing pieces in the ways described above will "get you started off on the right foot" in your marketing efforts.
|
Erin Ferree, Founder and Lead Designer of elf design, is a brand identity and marketing design strategist who creates big visibility for small businesses. Erin helps her clients discover their brand differentiators, then designs logos, business cards, and other collateral materials and websites to reflect that differentiation, as well as to increase credibility and memorability. To learn more about defining your difference, check out our eBook, Stand Out, at http://www.stand-out-branding.com. For more information about elf design, please visit: Logo design at http://www.elf-design.com
|
Follow "The Phantom Writers" on Twitter
(@phantomwriters)
to be notified when new articles are made available.
VOTE ON THIS ARTICLE
Needs Work >>
0 -
1 -
2 -
3 -
4 -
5
<< Excellent Article
Tell our authors what you think about their article.
|
Top-Level Category: Business Offline Articles || Related Categories: Business Online Articles
10 Most Recent Articles Written by Erin Ferree
Getting The Best Work From Your Graphic Designer
Written by: Erin Ferree |
Distributed: 2006-11-02 |
Word Count: 717 |
Page Views: 2834
| Votes: 5 |
Rating: 3.60
A graphic designer's goal is to provide you with the logos,
artwork, and page designs that best fit your business,
personality, industry, and target market and that convey your
offerings and differentiators. The experience of reaching that
goal can be extremely smooth and pleasant if you know what to
expect up front, and if you understand that you do need to work
with your designer rather than just letting them loose to
create.
Why Isn't Your Website Working Well?
Written by: Erin Ferree |
Distributed: 2006-09-14 |
Word Count: 799 |
Page Views: 1472
| Votes: 8 |
Rating: 2.13
One of the biggest problems that small businesses face is
ineffective websites. A website is often one of the largest
start-up marketing expenses for a small business; unfortunately,
many small businesses never see a return on that investment.
The Art of Website Maintenance
Written by: Erin Ferree |
Distributed: 2006-08-24 |
Word Count: 1103 |
Page Views: 1092
| Votes: 6 |
Rating: 2.00
Now that you've designed and launched your website, you have a
powerful marketing tool for your business. But, your website is
only as useful as the content is current. The process of keeping
the content on your site current is called website maintenance,
and it's important to keep both visitors and search engines
supplied with new information. Just like regular maintenance on
your car, you have to make changes on your website every few
months to make sure that things run smoothly.
The Role of a Visual Vocabulary in Brand Identity Design
Written by: Erin Ferree |
Distributed: 2006-08-08 |
Word Count: 934 |
Page Views: 2881
| Votes: 10 |
Rating: 2.60
Visual elements are a major part of your business's brand
identity design. The keystone of that design is the logo, but in
many cases, the logo isn't enough to convey all of your brand
attributes. A visual vocabulary is a way to reinforce and add to
the messaging that is contained in your logo.
How to Determine Whether You've Chosen a Good Niche
Written by: Erin Ferree |
Distributed: 2006-07-12 |
Word Count: 635 |
Page Views: 1251
| Votes: 8 |
Rating: 2.50
Choosing a niche--a small, focused target market--for your
services can be very beneficial to your business. It will help
your clients to focus on and identify the services that you
offer, and it will help you to develop deep expertise in a single
area--and "niching" will help you to raise your rates and
create a successful business.
Finding a Graphic Designer
Written by: Erin Ferree |
Distributed: 2006-07-06 |
Word Count: 1377 |
Page Views: 2449
| Votes: 9 |
Rating: 2.11
Are you ready to hire someone to design your logo, collaterals,
or artwork for your website? Well, here's just the information
you need to create the best relationship with your graphic
designer.
The Great Two-Sided Business Card Debate
Written by: Erin Ferree |
Distributed: 2006-06-21 |
Word Count: 832 |
Page Views: 1858
| Votes: 5 |
Rating: 1.80
One of the most debated points in business card design is whether
to print information on just one side of the card or to use both
sides. There are many views on this controversy, and here are
some that we frequently hear.
The Layers of Your Brand and How Your Brand Helps Your Business
Written by: Erin Ferree |
Distributed: 2006-06-15 |
Word Count: 1033 |
Page Views: 1540
| Votes: 8 |
Rating: 2.88
Branding is a hot topic in marketing these days, but it's
defined
in different ways and looked at from different angles. There are
many components that make up a brand, and we call each component
a Brand Layer. Here are our definitions of some of the most
important Brand Layers:
Font Basics for Small Business's Logo and Brand
Written by: Erin Ferree |
Distributed: 2006-06-06 |
Word Count: 1454 |
Page Views: 1992
| Votes: 6 |
Rating: 1.83
There are many components of a brand identity: logo, color
palette, font choice, and the Visual Vocabulary. There's a lot
of information available about the use of logos, colors, and
Visual Vocabulary, but not much on the effective use of fonts.
So, here's some information on the creative, practical, and
technical aspects of fonts.
Define Your Difference - To Stand Out and Make Your Business Shine!
Written by: Erin Ferree |
Distributed: 2006-06-02 |
Word Count: 556 |
Page Views: 1483
| Votes: 11 |
Rating: 2.09
Thoughtfully defining your business - and your differentiation -
will help you to understand who you are, what you do, and what
makes you different. Not many small businesses take the time to
answer those core questions about their business, but those
answers are essential to creating a strong brand identity,
focused messaging, and effective marketing materials.
All of Author's Articles on this site: Erin Ferree Articles
Most Recent "Business Offline" Articles
How To Build a Strong and Powerful Business During a Recession
Written by: Trey McMartin |
Distributed: 2011-11-10 |
Word Count: 987 |
Page Views: 464
During a recession, most business owners pull the reins on
advertising budgets, fearful of what tomorrow might bring...
Those who remain fearful have forgotten what made them the
success they are today... They have forgotten that they have
a God-given talent to overcome the incredible obstacles in
their paths.
SEO Lessons from Local Businesses
Written by: Trey McMartin |
Distributed: 2011-11-09 |
Word Count: 945 |
Page Views: 869
More than once in the six years that I have been providing
SEO services for websites, I have had the opportunity to
discuss with individual business owners their search engine
optimization needs. Now and again, I run across an
individual business owner who is quick to say that SEO is
absolutely worthless. When confronted with such an absolute
statement, I like to press for details. It has been my
experience that people who speak in negative absolutes will
have a horror story to share.
Where Will FDA Target Next? What IVD Manufacturers Should Know Before Their Next FDA Audit
Written by: Norm Howe |
Distributed: 2011-09-12 |
Word Count: 706 |
Page Views: 352
Medical device manufacturers are always interested in knowing
what FDA's next area of focus will be. Well, if you're an In
Vitro Diagnostic manufacturer you might review your measurement
systems.
Online Fax - 10 Reasons To Get An Online Fax Service
Written by: Titus Hoskins |
Distributed: 2011-09-12 |
Word Count: 560 |
Page Views: 365
Online faxing is the new more modern way to fax. If you or your
company is not using an online fax service, here are 10 good
reasons why you should get it.
Best Effort Essential for the Job Interview
Written by: Barbara Wulf MS, ACC, CPCC |
Distributed: 2011-07-30 |
Word Count: 676 |
Page Views: 445
Interviewing will determine if you are the right person for the
job. These tips will help you make the job interview a success.
Go Green With Your Career Search
Written by: Barbara Wulf MS, ACC, CPCC |
Distributed: 2011-07-28 |
Word Count: 636 |
Page Views: 361
Many of the qualities of green living, like recycling and
sustainability, can apply to a career search, even if the
career is not directly associated with green industries.
ReCareer in the Second-half of Life
Written by: Barbara Wulf MS, ACC, CPCC |
Distributed: 2011-07-26 |
Word Count: 525 |
Page Views: 423
| Votes: 1 |
Rating: 3.00
Many of us worked the first half of our life to "fit" the
job description. ReCareering is about finding the right fit,
being selective, being creative, being fulfilled and being
intentional about how you spend your time.
Up in the Air
Written by: Barbara Wulf MS, ACC, CPCC |
Distributed: 2011-07-24 |
Word Count: 678 |
Page Views: 426
When looking for work or changing careers, go beyond researching
on the internet and reading articles. Find out how you can learn
from the art of listening and having a conversation.
Salon and Spa Owners: Which Monk Are You?
Written by: Dan Lok |
Distributed: 2011-07-05 |
Word Count: 477 |
Page Views: 462
Too many salon and spa owners are carrying around a lot
hurts, regrets, guilt, past failures and fears about the
future. But no one is forcing you to carry these emotional
rocks, so put that sack down!
The Single Most Profitable Day You Spend on Your Spa or Salon!
Written by: Dan Lok |
Distributed: 2011-06-30 |
Word Count: 470 |
Page Views: 566
Salon and spa owners need to combine their marketing plan
with marketing systems. A marketing calendar plans out
strategies for a year, and is instrumental to the success of
your spa or salon.
Most Viewed "Business Offline" Articles
How To Write A 300 Page Book In Four Months
Written by: Mark Silver |
Distributed: 2008-07-15 |
Word Count: 821 |
Page Views: 36739
| Votes: 6 |
Rating: 1.83
There's a lot of hoopla about becoming an author of your very
own business book. The promise of fame and fortune is very
alluring. Yet your book remains perpetually 'about to be'
written. Meanwhile your business has ground to a halt. Hmmm...
might there be a better way to get a book written?
The Best Marketing Book I've Ever Read (You'll Be Surprised)
Written by: Judy Murdoch |
Distributed: 2007-05-09 |
Word Count: 1522 |
Page Views: 33877
| Votes: 15 |
Rating: 3.60
From time to time someone asks me to recommend marketing books.
Here's one of my favorite marketing books that always surprises
people. Curious? Read on.
The Bizarre History Of The HOLLYWOOD Sign
Written by: Morris Timlen |
Distributed: 2008-11-05 |
Word Count: 1211 |
Page Views: 28586
| Votes: 22 |
Rating: 3.32
The most famous sign in the history of mankind is the one that
graces the side of the hill above Hollywood, California. As
famous a landmark as the Christ the Redeemer statue in Rio De
Janeiro, the Eiffel Tower in Paris France, the Great Pyramid of
Giza in Egypt, The Church of the Savior on Blood in Saint
Petersburg Russia, and the Statue Of Liberty in New York City,
the Hollywood sign is known around the world as the symbol of the
American movie industry.
What Does It Take To Be A Successful Salesman?
Written by: Casey Moher |
Distributed: 2008-08-05 |
Word Count: 930 |
Page Views: 16082
| Votes: 68 |
Rating: 3.16
In the course of my average workweek, I meet people who tell me
that they have no sales experience, and very literally, many
will tell me that they could not sell if their lives depended on
it. Do you fit into this mold? Do you seriously believe that you
can sell me on the idea that you cannot sell things?
Selecting Between a 401(k) And 403(b) For a Nonprofit
Written by: Daniel Lamaute |
Distributed: 2007-10-11 |
Word Count: 333 |
Page Views: 6837
| Votes: 17 |
Rating: 2.65
Newly released IRS regulations impose several new requirements
and fiduciary responsibilities on employers with 403(b) plans.
While the regulations generally don't take effect until January
1, 2009, there are some provisions that apply sooner.
Pitch A No-Hitter With Baseball-Themed Flower Gifts
Written by: Wesley Berry, AAF |
Distributed: 2007-12-25 |
Word Count: 413 |
Page Views: 6112
| Votes: 16 |
Rating: 1.94
Want to send a gift to the baseball fan in your life that's sure
to knock one out of the park? Send flowers with a baseball
theme! Everyone loves flowers and when you personalize them to
include the recipient's favorite hobbies, like baseball,
they're sure to make an even greater impression.
Never Write A 'Thank You' Letter Again
Written by: Perry Maisin |
Distributed: 2008-08-12 |
Word Count: 971 |
Page Views: 5867
| Votes: 17 |
Rating: 2.29
When I was in graduate school, I had a friend who interviewed at
fortune 500 companies and succeeded at landing a great job. One
day, I saw him sitting in the student union with a stack of
cards. The cards said 'thank you'. He opened each card and
signed his name. The inside of the card was blank. I asked him
what he was doing and he told me that it was important to send a
'thank you' to every person you interviewed with. He believed
that that was the difference between getting the job and being
passed over.
Conducting Effective Career Aspiration Discussions with Employees
Written by: Andria L. Corso |
Distributed: 2010-03-10 |
Word Count: 690 |
Page Views: 5331
| Votes: 8 |
Rating: 1.88
Enhance your talent management and development programs
through conducting career aspiration discussions with your
employees. Find out where they want to grow their career to
determine if it matches your business needs. This will
enable you to differentiate your employee development to
grow the future leaders of your company.
The Pros And Cons Of Postcard Marketing-direct marketing offline
Written by: Cheryl Miller |
Distributed: 2006-11-29 |
Word Count: 675 |
Page Views: 3998
| Votes: 5 |
Rating: 2.60
Postcard marketing is one of the oldest methods of marketing. Its
concept is simple but can be quite effective. It is just sending
out your message to your mailing list on a postcard. Postcard
marketing is a powerful and cost effective way to advertise and
will keep building in momentum when done correctly.
The Tea Room Business Plan First Steps And Start Up Basics
Written by: Marcus Stout |
Distributed: 2007-03-22 |
Word Count: 1218 |
Page Views: 3703
| Votes: 19 |
Rating: 2.63
Every venture starts with the first steps and a business plan for
a quality tea room is no exception. Well thought out first steps,
properly implemented, will pay dividends in the business
operations of the tea room in later years.
Highest Ranked "Business Offline" Articles
Why Businesses Need Receivable Factoring In Cash Flow Management
Written by: Toby Seibert |
Distributed: 2007-08-08 |
Word Count: 866 |
Page Views: 1886
| Votes: 5 |
Rating: 4.60
In today's business environment, many businesses need to
fine-tune the process of getting paid on invoices, in order to
improve their cash on hand. Improving cash flow can be an ongoing
challenge for businesses of all sizes, and it is an issue that
must be addressed to ensure the long-term viability of the
business.
Whose Restaurant Can You Find Online?
Written by: Rudy Vener |
Distributed: 2007-07-09 |
Word Count: 640 |
Page Views: 1550
| Votes: 5 |
Rating: 4.40
What is so significant about Pizza Hut's latest TV commercial?
Business School for Non-Business Minds: Got a NAICS Number?
Written by: Melissa Mashtonio |
Distributed: 2008-04-15 |
Word Count: 423 |
Page Views: 1637
| Votes: 5 |
Rating: 4.40
Im a journalist. I spent a lot of my career in the news
business. As my career has progressed, Ive spent time at small
and large companies, and I have sat through dozens of business
meetings wondering what the heck the money people are talking
about. They used acronyms as if they were a foreign language.
The Problem With Swiping Sales Copy
Written by: Scott Bywater |
Distributed: 2009-12-03 |
Word Count: 480 |
Page Views: 1062
| Votes: 5 |
Rating: 4.40
This is what people miss when they try to simply "swipe"
sales copy from another advertisement.
Equal Opportunity Pizza Ordering
Written by: Rudy Vener |
Distributed: 2007-10-19 |
Word Count: 629 |
Page Views: 1546
| Votes: 8 |
Rating: 4.38
With online ordering, your menu and restaurant suddenly become
accessible to both the deaf and blind customers in your
community.
The Secret To Making Successful Business Connections
Written by: Kate Smalley |
Distributed: 2006-10-11 |
Word Count: 672 |
Page Views: 1660
| Votes: 6 |
Rating: 4.00
If you have a hard time making successful business connections,
don't despair. Anyone can be good at meeting people-if they use
the right technique. The whole secret to making a positive
connection is knowing how to attract people and inspire them to
want to give you a chance.
How to Build a Really Great Business? (Super Success Secrets from a Legendary Business Master)
Written by: Chet Holmes |
Distributed: 2007-01-15 |
Word Count: 1523 |
Page Views: 1646
| Votes: 7 |
Rating: 4.00
Times are tough. The economy is in a constant state of upheaval.
Is your company doing better than most? Are you placing greater
emphasis on pure performance?
Get the Balance Right
Written by: Rich Thawley |
Distributed: 2009-01-28 |
Word Count: 638 |
Page Views: 1499
| Votes: 11 |
Rating: 3.91
Do you build your business around your family or your family
around your business? The choice is yours.
Online Copywriting Makes Content as the King
Written by: Steven Gerber |
Distributed: 2006-12-11 |
Word Count: 560 |
Page Views: 1671
| Votes: 7 |
Rating: 3.86
The inverted pyramid is basically the placing of 4 W's in the
primary sentences of the articles, supported by the other W and H
on the following discussions. Four W's consist of what, when,
where, and who. The other W which stands for why on the other
hand, follows on the succeeding paragraphs, including the
elaboration for the H which also stands for how, if necessary.
Interview Coaching: A Home-Based Business on the Cutting Edge
Written by: Carole Martin |
Distributed: 2007-08-24 |
Word Count: 1400 |
Page Views: 1412
| Votes: 7 |
Rating: 3.86
You name it - Blackberry, Skype Connection, Cell Phone, iPhone -
these are the tools of this trade. Who would believe that someone
with a home-based business could reach out to someone in a far
away country and work with a client via a Blackberry and a cell
phone?
|
|
|
Article Reprint Rights
|
This work is
licensed under a
Creative Commons
License
You are not required to show the creative commons license notice when you reprint this work.
|
|
Article Statistics
|
Word Count: 1650
Total Views: 1209
Views This Month: 17
Views Last Month: 30
Article Rating: 2.50 of 5
Votes Cast: 10
Author Overall Stats:
Times Viewed Overall: 20029
Author Rating: 2.36 of 5
Votes Cast Overall: 86
More Articles By Author:
Articles On This Website
Article Title Search:
Widow Search
Right Blinker
Google
Yahoo!
Zuula
Bing
Cuil
Last Distribution Date:
2006-07-18 11:24:00
|
|
|
Home
for Writers
for Publishers
Article Directory
Article Search
Contact
Get RSS Feed
