Author Archives: demarco

Is that pile of business cards on your desk haunting you?

You know you should do something with them…follow-up…put them into a database.. SOMETHING!
That’s where we can help. We’ll take that pile of cards and enter them into an excel spreadsheet. From there, you can upload them into your database, your e-newsletter mailing list, or your Facebook page!
Interested in more information? Click here.

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Timing is crucial when sending e-newsletters!

Constant Contact recently updated its general trends chart of email marketingthe best times to send your e-newsletters. The send times in the chart below are general industry guidelines.

As of October 2018 to December 2018:

Business Type Day of Week Time of Highest Open Rate (Local Time)
Accommodations (e.g., hotel, inn, B&B, campgrounds) Monday 4:00 p.m.
Accountant Tuesday 8:00 p.m.
Animal Services Thursday 12:00 a.m.
Art, Culture, Entertainment (e.g., galleries, museums, musicians, theatre, film, crafts) Tuesday 8:00 p.m.
Automotive Services Wednesday 8:00 p.m.
Child Care Services Monday 6:00 p.m.
Civic/Social Membership (e.g., associations, chambers, clubs) Monday 8:00 p.m.
Consultant, Training (e.g., marketing, management) Friday 2:00 a.m.
Education – Primary/Secondary (e.g., elementary, middle, and high schools) Monday 3:00 p.m.
Education – Higher Education (e.g., colleges, universities, trade schools) Tuesday 8:00 p.m.
Financial Advisor Tuesday 8:00 p.m.
Fitness Center, Recreation (e.g., yoga studio, bowling alley, gym) Sunday 10:00 p.m.
Fitness/Nutritional Services (e.g., personal trainer, wellness coach) Sunday 8:00 p.m.
Government Agency or Services Wednesday 8:00 p.m.
Health & Social Services (e.g., hospital, elder care, adoption services) Monday 4:00 p.m.
Health Professional (e.g., physician, dentist, chiropractor) Wednesday 9:00 p.m.
Home & Building Services (e.g., construction, HVAC, landscaping, design) Wednesday 8:00 p.m.
Insurance Tuesday 6:00 p.m.
Legal Services Tuesday 4:00 p.m.
Manufacturing and Distribution Wednesday 6:00 p.m.
Marketing, Advertising, Public Relations Tuesday 4:00 p.m.
Other Monday 4:00 p.m.
Other – Non-profit Wednesday 3:00 p.m.
Personal Services (e.g., dry cleaning, photography, housekeeping) Monday 9:00 p.m.
Professional Services Tuesday 3:00 p.m.
Publishing Monday 3:00 p.m.
Real Estate Wednesday 9:00 p.m.
Religious Organization Tuesday 9:00 p.m.
Restaurant, Bar, Cafe, Caterer Tuesday 10:00 p.m.
Retail (e.g., brick and mortar and online) Wednesday 1:00 a.m.
Salon, Spa, Barber (e.g., nails, tanning) Wednesday 1:00 a.m.
Technology (e.g., web developer) Tuesday 4:00 p.m
Transportation Monday 7:00 p.m.
Travel and Tourism (e.g., limo driver, tour guide, reservations) Monday 4:00 p.m.

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Have you tackled your 2019 marketing plan?

Marketing planLike writing a business plan, creating a comprehensive marketing plan can seem like a big, hairy project that takes forever to accomplish.  But if you break it down into steps, and have your team in on the creative process, you can easily get it done!

Remember, it doesn’t need to be finely honed prose.  Just get everything down on paper in an easy-to-read format!

Click below to get the plan delivered to your inbox!

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What happens in 15 years of marketing ?

In this age of slam-bam, rapidly accelerating changes – a LOT!

Back in 2004, I stepped away from the corporate marketing world to launch my own agency. One of the first things I did was to create a four-color, four- page newsletter to showcase my services.  I had no website.  Not that websites weren’t a thing back then, but most small businesses didn’t have them.

And search engines?  Do you remember Ask Jeeves, Yahoo Search and MSN Old search engineSearch? Google wasn’t yet on the radar of consumers.

All of my work was print – postcards, brochures, ads, etc., and I teamed up with the extremely talented Mary Ann Beane, who continues to do amazing work for M @ W.

And social media? Look at this little gem from the archives:

“Facebook is the second largest social network on the web, behind MySpaceonly MySpace in terms of traffic. Primarily focused on high school to college students, Facebook has been gaining market share, and more significantly a supportive user base.”*

And how about email newsletters – those gems we need to keep “cleaning out” of our inboxes?

The first electronic mail was sent in 1971 by Ray Tomlinson, a programmer working on applications for MIT’s Arpanet project (essentially the start of what we know today as the internet), according to Towerdata.

And amazingly, the first email marketing blast was sent in 1978 by Gary Thuerk who worked for Digital Equipment Corp. His email blast was sent to 400 recipients as a promotion for his company’s computers, and it actually resulted in $13 million in sales. Taking inflation into account, that’s equivalent to about $78.8 million today.

Email still has the highest return on investment per marketing dollar Outlookspent, according to the Data & Marketing Association. And while Facebook, especially, has whipsawed marketers with ever-changing rules about how to reach customers—and how much Facebook will charge for the privilege—with email, a company owns its own lists.

What hasn’t changed; the need to focus on clients and customers!  Know who your ideal clients and customers are, and go after them with a laser-like focus. Describe them, who are they, what are their interests?  Why is your product or service the best option for THEM?

For example:  Marketing @ Work’s clients are small businesses and non-profit organizations that are too small to afford a professional marketing on their staff, but they still need professional but affordable marketing services to grow their businesses. That’s what we provide!

In celebration of our 15th anniversary, we’re offering this free guide “How to Create an Effective Marketing Plan in 6 Simple Steps!”  To get your free copy, click here.

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Tuning Up Your Sales Techniques for 2019

Guest Post by Jean Wright                                                                                       

Jean Wright

Jean Wright

It’s a new year and time to turn those promises made by prospects last year into sales for this year.  It’s also a time to make new contacts and nurture your relationships early on to give the momentum you need to carry you through the year.

Turn a “Put-off” into a Sale

You’re on the sales call, make the presentation, ask for the sale and overcome objections.  As happens from time to time, no matter how well prepared you are, before the close the client puts off or delays the decision.  Some of the best put-offs are heard toward the end of the year.

A put-off by a prospect could be something like “I’m too busy right now, call business presentationme in a few months” or “Call me in 3 months when I begin making my budget plans for next year.”  Most companies will have made those budget preparations before the end of the year, but some may be on a different schedule so you may still have an opportunity.

No matter what time of year it is, listen to those cues and make a note of them on your calendar.  Any put-offs like these require you to determine a future date that is mutually agreed upon to reconnect.  Make that call and help them get re-acquainted with your product or establish a meeting time to talk things over.

A number of developments may have occurred since you last spoke, i.e. there may be a new decision maker at the company; your contact may have left the company; the company may be expanding and now there is a fresh opportunity for a sale.

A put-off isn’t always the end of the road.  Things can change in a very short time, and if you follow up as planned, you may still get the deal after all.  Sometimes your prospect can’t reveal the reason for the delay because something is happening internally at the company.  Later, when you re-connect and their plans are revealed, the outcome may be in your favor and you’ll get the sale.  Persistence pays off.

Network Like a Pro!

networkingThe best compliment you can receive about being “known” for what you do is when someone seeks you out at a networking event and says “I was told I had to meet you.”  People want to find connections either for their own personal gain, or because they have been looking for your product or service and heard that you can help them.   That instantly identifies you as an expert on something: An expert connector, an expert in the field you represent, or someone that other people look up to.

A new year brings many new opportunities. People set new goals and are enthusiastic about the year ahead.  As you plan your networking, aim to attending a variety of networking events that will expose you to different people.  Select quality over quantity.  Get to know the right people, not the most people.  After the event, follow up the next day.  Set up meetings to continue the conversations.  If your follow-up doesn’t lead to a sale, ask for a referral.  They likely know someone who needs your services!

Fill Your Funnel 

If you are following up on those promises from put-offs, and attending at least one networking event a week, you are filling your funnel for future business.  As it fills, sort through the leads you’ve collected and determine which are worth pursuing and which are a waste of time. 

Strive to build relationships with people who are connectors and can help you be more successful.  This leads to building a solid reputation for yourself so you can earn their trust.  Recognition as a trusted sales professional should be your goal.

About Jean Wright:

Jean has been working in sales and marketing positions for most of her career. She has a degree in Communication Arts from Marywood University.

Since moving to Frederick in 1993, Jean has worked as a local sales director for a national  home-based business company, as development director for a private school; sold memberships to local businesses for the Frederick County Chamber of Commerce; was employed as a local general manager for a global company; and is currently an account executive at Frederick Magazine.

While general manager at Regus, Frederick, she achieved 3rd and 4th quarter business center “Top 5% Global Customer Service” satisfaction ratings.

As a Chamber Membership Representative, Jean was ranked in the top 15 nationally by the American Chamber of Commerce Executives national sales program for sales dollars and memberships sold.

Jean is also a Leadership Frederick County Class of 2013 graduate, president of the The Women’s Business Network of Frederick, and a member of the http://wbnfrederick.org/marketing committee of The Community Foundation of Frederick County. She is a contributing member of The Spring Ridge Friends and Neighbors Club, which she founded 25 years ago.

Jean is currently working on her first book about her career in sales.

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