Customized brochures are one of the best ways to bolster business, large or small. Brochures are one of the most diverse marketing mediums available since they are suited to a wide variety of situations. They serve as an interactive guide when explaining products and services, and point out key features and benefits to the customer. Since brochures are relatively inexpensive, they represent the perfect pitch when operating on a smaller budget.
3 quick and practical tips that can boost your brochure and help you promote your business more effectively:
1. Avoid stock photos –Make your brochure personal! Stock images are recognizable with today tech savvy consumers. Use images unique to your company, that will illustrate your companies services or products. Even though we live in the era of Internet marketing and long-distance business relationships, we all value a touch of personal contact. So take a deep breath, leave that stock photo behind and go for a professional picture of yourself instead. Note: Avoid filling your brochure with staff photos. Unfortunately, valued staff members may change over time and will out-date and limited the life span of your brochure.
2. Shrink the copy –Your business brochure should provide your prospective customer or client with a quick overview of who you are and what your company can do for them – “quick” is a keyword here. You do not need to provide a complete list of your qualifications and expertise. The potential customer will not have the time to read through a whole narrative of your company – so keep it short and focused. Include key benefits and information about your company, but leave some information out to discuss when you actually meet them face-to-face.
3. Include a call-to-action – Calls-to-action are a tactful and effective way to wrap it all up, and prompt the targeted audience into the desired “action”. This will maximize the impact and effectiveness of your business brochure.
Need to create a customized brochure, or refresh and update your current advertising and marketing materials? Contact 360GS today.
“The small businesses I work with know that social media has a lot of marketing potential,” she says. “I think in 2014 we’ll see new social media tools revealed and smarter strategies from small business owners.”
These are noted predictions from Sharon Geltner:
Linkedin is making big strides to earn you attention, Geltner says. The site, known among Geltner’s clients as “Facebook for grownups,” has attracted a lot of new users with business-centered features like endorsement tools and the ability to join groups.
“LinkedIn will become a social media powerhouse in 2014,” she says. “More business owners are realizing the treasure trove of information that potential clients list on profiles.”
Geltner expects business owners to search LinkedIn for potential clients and use the information offered online to do research before cold calling a prospective customer.
Geltner predicts more businesses will turn to video to spice up marketing campaigns in 2014. With YouTube channels growing in popularity and video equipment becoming cheap and easy to use, Geltner says more emails and social media posts will contain videos rather than lengthy paragraphs.
“People click on videos,” Geltner says. “If your business can pack information into an informative and
, online retail store, Zappos, says 250,000 visitors were driven to its website by YouTube in 2012.
3. Small businesses will get selective about social media
Every small business struggles to balance time, money and resources. While many small businesses gravitate towards all social media platforms because of their free marketing potential, Geltner expects businesses to be more efficient and selective in 2014.
“The novelty of social media is starting to wear off,” she says. “Business owners don’t need a presence on every social media site that exists.”
She believes small businesses will focus on one or two platforms rather than offer a meager presence on every site. A shift towards quality over quantity is also expected.
“Small businesses have enough experience with social media to realize that they don’t have to post every 30 minutes, but when they do, the content should be worthwhile to readers,” she says.
While Geltner says social media tools are an affordable way for small businesses to generate leads and promote a brand, she reminds owners not to forget about traditional media. Geltner says social media isn’t a silver bullet and advises every small business to combine its social media marketing with traditional marketing tools like email marketing to have the most successful year.
Marketing campaigns continue to evolve from traditional print media to online digital means. Businesses are finding more success with content and original publishing channels online rather than with advertisements within content. Marketing tactics should include magnifying brand recognition and taking advantage of audience growth.
2014 Marketing Trends to take note of:
• Content marketing will be a huge industry in 2014. Companies advertise and gain consumer trust by creating valuable content through different channels. A company can build rapport with its demographic market and create a loyal following, by using information with greater insight and entertainment to audiences. Using content marketing in on websites, social media, blogs, as comments, in emails and videos will offer opportunities for company to build higher brand recognition.
• Social media networks will continue to dominate in 2014. New social media (sm) sites are popping up all the time. If a company is not listed on Facebook, LinkedIn and Twitter or other popular sm network, their audience will more than likely dwindle. It will be wise to diversify your marketing efforts by using social media to build audiences across different platforms.
• Content must be easily and quickly recognizable. When looking at social media sites or any other content use images. Successful blog posts that receive the most audience participation have well-placed pictures to break up content and emphasize products and services. Use infographics that combine images with a bit of text to explain a topic or give statistical information.
• Simple is better; less is more. Simplistic marketing messages and recognizable logos are the key to online marketing. Consumers today want to look at what you have in about ten seconds and move on to something else.
• Online marketing must be mobile. The growing use of smartphones requires that you have apps and online marketing adaptable to smartphone and tablet use. By 2017, it is predicted that 87% of cellular phone use will be via smartphones.
• SEO (search engine optimization) will continue to be used in online marketing and play a very important role in search ranking in 2014. Providing users with the best and most relevant content is what makes Google run. Share good, targeted content, and the higher ranked a website will be. Also keep in mind that top ranking search results often connect to social shares.
Brochures are a marketing mainstay because they’re highly effective in multiple applications. Leave-behinds, point-of-sales, and sales support are all names for different types of brochures that take different approaches to achieve the same end– more sales. Listed below are some key components for successful brochures:
Headline and offer
A bold, compelling headline is the first thing most people notice. When well written, brochure headlines captivate your audience and reel prospects in to read the rest of your message. Powerful headlines play into your audience’s emotions. They solve a problem, fulfill a desire or avoid a fear. Often, the most powerful headlines combine the element of emotion with the presentation of your offer: “Stop paying too much for Product XYZ. Save 15 percent or more when you call us today!”
As mentioned, the offer is integral to brochure success. Make sure your offer is front-and-center – if it’s not in your headline, make sure it’s in your first paragraph of body copy. A good offer has value to your target audience, so try to imagine what it would take for you to take the next step in the purchasing process so you can find ways to trigger your customers’ motivators.
Features and benefits
Features and benefits make up your brochure body copy. Remember that a feature refers to a static fact about a product, service or company; while a benefit refers to how a particular feature will make life easier, better or more secure for your audience. Successful brochures also include supporting evidence to back up performance claims. This can come in the form of testimonials, call-out boxes, quotes, statistics, charts, graphs and other devices.
Offer recap and call to action
The end of your brochure should always include an offer recap to remind your audience that a great deal is on the table, and a call to action that motivates immediate response. Provide several response channels, including e-mail, telephone, website or physical location, so your prospects can respond within their respective comfort zones. Put a deadline on your offer for a more powerful call to action.
Great design lends a core theme to successful brochures and funnels readers through the key points and on to the offer recap and call to action. Invigorating images that evoke complementary emotions should be used throughout your brochure; and from a bird’s eye view every brochure should play a role in branding your company.
No brochure is complete with out professional finishing. Successful brochures are printed on high-quality gloss or matte paper stocks; using vivid inks on state-of-the-art printing presses; and have crisp, clean folds. With high quality and professional printing, your designs brim with brilliance and your brochures feel sound and comfortable in your prospects’ hands.
Republished Article: Marketing Ideas