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Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.


Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...

Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...

Mobile-First Marketing

Greg Hoy
Why Contextual Advertising Is Still Hard
Aug 27, 2014

Contextualized advertising is serving the right message to the right person at the right time. Standing in the way of...

Marketing Sustainably

Chet Dalzell
Should USPS Retrofit Facilities for E-commerce Fulfillment?
Aug 18, 2014

Three trends make me wonder if there's money to be found in U.S. Postal Service real estate. First, the Postal...

Reinventing Direct

Gary Hennerberg
10 Storytelling-in-Content Marketing Lessons Learned
Aug 20, 2014

Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...

Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...

Making Social Sell

Jeff Molander
Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
Aug 22, 2014

Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn...

SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....

Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...

The Integrated Email

Cyndie Shaffstall
When All Hell Breaks Loose
Aug 25, 2014

With automation comes risk. In the course of drafting, testing and deploying automated programs, many of us have suffered through...

Muscle Marketing

Wendy Montes de Oca
PPC Shockers and Secrets
Jul 29, 2014

Pay per click (PPC), particularly Google AdWords, is a marketing channel that can produce profitable results for your business, whether...

Direct Mail for the Modern Marketer

Summer Gould
Empower Your Direct Mail With Mobile
Aug 21, 2014

Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....

Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...


Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...

The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...

Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....

Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
Aug 12, 2014

A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...

Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Is Your Content Fresh, Frequent and Unique?
Aug 5, 2014

Today, your content plays a much larger role in getting top search results than ever before; therefore, it may be...

Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...

Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...

Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...

DM 101: A Small Business Primer

Yesterday, Target Marketing hosted a webinar called "Direct Marketing on a Shoestring Budget." I was honored to be a speaker, along with Cyndie Shaffstall, of Spider Trainers.

Considering all the resources available for DM information, I was completely surprised when I learned that over 1,000 people registered. During the live event, we were deluged with questions and there wasn't enough time to answer them all, so I thought I'd dedicate this blog to trying to cover a few DM strategies that might make your marketing life a little easier.

There's not enough room on this page to cover everything I'd like to say, but based on the questions, here are my top five pieces of direct marketing advice:

1. Before You Begin Any Marketing Program, Decide Where You're Going
Start with your company's business objectives (Grow revenue? I certainly hope so!), and work backwards.

There are really two key marketing strategies to achieving this objective: Retain existing customers (i.e. retain existing sources of revenue), and add new customers. Duh. But retaining existing customers should include measurable marketing objectives like increasing average order size, increasing number of transactions per customer, and increasing frequency of purchases. Marketing to cold prospects might include metrics like increasing the number of qualified leads into the sales pipeline, or driving more traffic to your web store. Depending on your objective, different marketing strategies and tactics will be utilized.

2. Know Who Your Existing Customers Are
If you can't profile them by the data you collect, you can append data from a reliable third-party data provider—and many of them offer analytic services so you can get a good handle on your buyer profiles.

Another option is to think about your product/service and how you might market it differently if you knew your customers better. For example, if you knew your customers had toddlers, would that drive a different set of messages than, say, parents of teens? Do a survey and ask your customers to share key information with you. (An incentive to fill out a SHORT survey often works; make sure you only ask questions you can use the insights from in future marketing efforts.)

On the B-to-B side, do your customers tend to come from a handful of industries only? Then you have a better chance of selling to more customers in those industries than in a brand new industry. Knowledge is power, so it's difficult to plan and execute successful marketing efforts if you don't understand your customer base.

Don't forget about taking a deeper dive into your data to find your "best" customers. Chances are 20 percent of your base is driving 80 percent of your revenue. Better know who they are—and fast—so you can make plans to protect and incent them to stay loyal.

3. Clean Up Your Act Before You Try to Make More Friends
Since most customers will visit your website first, make sure it's optimized for site visitors ... and for smart phone users (yes, the future is NOW). On the B-to-B side, you better have your LinkedIn profile updated with a professional picture and solid bio, because, yes, people do judge a book by its cover.

4. Choose the Right Media Channels
This is probably the hardest one to get right. Do magazine ads work? Yes, if your audience reads a particular publication. Does cold prospecting work? No. End of statement. Does direct mail work? Yes, if you spend time identifying who your best customers are, profiling them, then overlaying that profile on a list to find look-alikes, and you combine a meaningful offer in an appropriate format. There are lots and lots of nuances in direct mail, and most folks get it wrong. So how do you make the right media decisions? If you know who your best customers are, find out where they congregate—that's where you want to have a presence.

In the B-to-B world, this can be made a little easier as business people get together at industry events, join industry associations, read industry publications, etc., etc. It's a little easier to figure out ways to get your message in front of them.

In the B-to-C world, you need to be much more analytical. Go back to the profile of your best customers. What do they have in common? In what context would your product/service appeal to them? Instead of trying to "interrupt" their behavior by placing an ad where they're not even thinking about your solution, try to place your ad in an appropriate context. For example, if you're a nonprofit trying to reach high net-worth prospects for charitable giving, use your PR skills to try and get a story placed about your efforts. Then, purchase banner ads on the publication's site so they run next to the article about you—or place an ad within their publication when the article runs. Use Google Analytics and AdWords to understand the most popular search terms for products/services like yours. See what your competitors are doing and figure out how you can differentiate yourself with your message.

5. Format Matters
I'm often asked if postcards work. Or is a #10 package better than a self mailer. And what about Three-Dimensional packages—are they worth it? The answer is yes, yes and yes ... but here are a few things to consider:

  • Postcards work best when you have a single, simple message to convey. Keep it short, sharp and to the point.
  • Self-mailers work better if you need a little more real estate to tell your story. Plus, they can be quite "promotional" in nature, so they're not taken as serious communication.
  • Envelope packages work best if you have a more complex message. A letter (with subheads, please, as we're all scanners of content), order form, brochure and business reply envelope (yes, they still work like a charm), can all work if your audience is older. (Here's a hint: Not everybody wants to go to your web site, fill out a form and give you a credit card number if they can check a box on your form, add a check and mail it back to you on your dime.)
  • 3D packages can work like gangbusters if the item inside is engaging and makes sense as it relates to your brand/message. Inexpensive tchotchkes don't usually work very well—they don't garner attention and they don't make your brand look smart.

Net-net, marketing is a skill. And, considering you will invest to get financial gain for your business, you really shouldn't try to do it without professional help.

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