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Julie Kaye
President
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What is your marketing message?
Running a business not only involves knowing your own business, but knowing how to market your business. There are so many people vying for your marketing dollars. Where do you start?
In our last newsletter, we spoke about the bare basics: a good logo and basic marketing materials. This issue is all about your marketing message.
Do you have a clear marketing message? This is the 15 second answer to the question, "What do you do?" Your marketing message isn't just something you say to people. It's also something you use on your website, in your newsletter, on your business cards, in your email signature, etc. That message should define you and should be repeated in everything your customers see.
These are the three essential components of every effective marketing message:
Overt Benefit: answers the customer-centric question of "what's in it for me?" Reason to Believe: what persuasive credibility shows that you will do as you promise? Dramatic Difference: what is your uniqueness to the customer?
Elements and Structure
Your new corporate message needs to differentiate your products and services while clearly stating what you offer and to what target audience. Also, you must be able to tell your story in 30 seconds or less.
To begin creating your new corporate message, clarify your target market and identify a few benefit statements. Pair this with a concise statement of what you offer and you have your new marketing message. You have a powerful short form pitch. Use it, without any changes, in every marketing action that you make. Expand on the key points, and add details, to craft the long form of your message.
Our Marketing Message:
Kaye Marketing Communications is a full service marketing communications agency for the small business or non-profit organization. Our services range from concept and copy through design and production for marketing, ads, brochures, email marketing, social media marketing and public relations. We are focused on helping clients grow their businesses.
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In Our Next Issue |
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Look for these topics in the next issue:
Developing Your Email Marketing List
Promoting on Your
Facebook Page
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Design Tips
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Why doesn't my artwork print clearly?
I'm sure by now, everyone has heard of resolution. It's one of the most important details when it comes to high quality printing. All images must be 300 dpi (dots per inch) at the printed size. There is such a difference between artwork intended for print and artwork used on the web, which only needs 72 dpi. Many clients ask me to pull photos off the web to use in print materials but because of the low resolution, it just does not work. What may look good on a computer screen will not look good on a high quality printed piece.
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Welcome!
These past few months have been exciting. My business has more than doubled and I have been honored to work on many exciting projects. From marketing mailings, detailed business folders, and topical newsletters to creating Constant Contact emails and social networking
pages that keep my clients' businesses in front of their customers, I have been developing creative solutions to market your business.
In this newsletter, I share tips on how to develop,
update, or create a marketing message, the
cornerstone of any effective marketing campaign.
I also demystify using the internet as part of your
marketing strategy, through email marketing and social online media. Social media, such as
Facebook and Twitter, is the fastest growing method
of getting your message to a wide audience.
Read on for information on choosing what methods
will best highlight your business. Kaye Marketing is
expanding our foray into social marketing to offer our
clients an inexpensive way to reach new customers and
maintain current ones through these popular media.
I've been working with clients who were accustomed
to doing all of the marketing themselves, but as their business grew, found it increasingly difficult to handle
all of the marketing and still focus on growing their business. Especially with all the new digital marketing opportunities, now is the time to turn to a marketing professional. I am here to allow you the opportunity to focus on your business while I focus on marketing your business. As a team, we will make your business grow.
Regards,
Julie
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Social Media: All About Facebook
With over 400 million active users and over 250,000
new users added daily, Facebook is the world's leading social utility. Plus, Facebook claims that 20 million
users become fans of pages each day - that's a lot of fanaticism.
 Become a Fan:
What does that really mean?
Facebook has an added feature that allows users to become a fan of pages created by a group
or a business. Being a "fan" means that these users
get a message each time the business page is updated.
Updates for your business might include photos or
comments on a job you completed, newsletters and
articles written for your business or any interesting item
you might want to share with your customers. This is
called "social media" because it presents an opportunity
for conversation and give-and-take with your clients;
your clients can comment back or share your page
with their friends.
Facebook Pages vs. User Profiles
Anyone using Facebook has an individual user profile to
navigate the site and communicate with friends, family
and colleagues. After logging in to your user profile, you
can create and administer a Facebook Page for your
business. The differences between user profiles and
Facebook Pages help you protect your own privacy as a
user while maximizing publicity for your business:
1) Facebook Pages are visible to everyone. A user profile,
on the other hand, can only be seen by the user's invited
friends.
2) Facebook Pages can have an unlimited number of fans.
Regular users can have up to 5,000 friends.
3) Users can automatically support your Facebook Page
without confirmation. User profiles have to approve all
incoming friend requests.
4) You can send Updates to all your fans. User profiles
cannot message all their friends at once.
Facebook Pages offer businesses another great way
to connect with "fans", which are your customers and
potential customers. Kaye Marketing can create a page
for your business and keep it updated for you with current
information, photographs and "fan only" specials, driving
customers to your business with timely offers. For small
businesses, it's even better to engage with customers who
are willing to become your fan on Facebook - it builds
brand awareness and offers the chance for interactive
relationship-building on a whole new level. An interesting
Facebook business page also offers an outstanding
opportunity for your fans to mention you to their friends,
simply by connecting to your Facebook page.
Used correctly, social media will ultimately lead to not just
customers, but advocates. It's not just about setting up a
great page, it's about the ongoing updates that will keep
the information current and your customers or potential
customers returning to your page again and again.
Ready to explore social media as a marketing tool?
Let's get started!
Become a Fan
Follow Us On
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Email Marketing
 There are two basic types of email marketing, a promotional blast and a newsletter.
A promotional blast is a singular
special offer which typically
expires quickly, inspiring
immediate action. An example
could be: Save $25 on any hair service.
Offer expires in 2 weeks.
A newsletter would be longer and contain tips and valuable
information on your area of expertise. Although someone
might not need your services immediately, by receiving
your information on a regular basis, they come to consider
you an expert and are more likely to call you when they
require your service or product. You can also add a coupon
or special offer, with a longer expiration date, so when the
customer needs your service, it will serve as a reminder
and an incentive to use your business.
Kaye Marketing can handle all aspects of your email
marketing campaign. From advising you how to gather
email addresses, to creating effective email blasts and
informative newsletters, we can guide you into the new
world of email marketing. |
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Connecting all the parts of your media plan.
 It is so rewarding when "it all comes together." Kaye Marketing wrote an article for Dr. Melinda Wagner, a family dentist in Red Bank. The article was published in a local newspaper. We then added a page on her website and posted the article. Wanting to make sure all her FacebookFans had access to the article, we posted the link to the article to her Facebook page. Fans accessed the article and gave positive feedback and, through News Feed, shared it with all of the friends of her fans. We also connect Constant Contact email blasts to Facebook by archiving newsletters and then posting them to your business Facebook Page. |
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| 2010 promises to be the year when everyone jumps on
the social marketing bandwagon. With so many easy
and effective ways to get your business in front of a
large audience, you should jump on too!
Call me to find out how I can make social marketing work for your business.
Sincerely,
Julie Kaye
Kaye Marketing Communications
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