Author Archives: Chris Hippler

Is Your Website Mobile Friendly?

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With the proliferation of mobile devices, websites that are not optimized for mobile – mobile friendly – are not truly serving the needs of their audience.

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Marketing is Yin to Sales Yang

One of the essential truths of business is that marketing and sales must compliment each other to be truly effective. They are opposite sides of the same coin; the yin to the others yang.

In its simplest form, marketing must effectively communicate key messages to generate leads; sales must continue that process and convert the leads to sales.

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Marketing Tool Box

As a successful business, you have your ‘tools of the trade’ for getting the job done.  Why shouldn’t the same be true when it comes to promoting your business to potential new customers?  Here are five things that all businesses should have in their marketing tool box.

Have a Marketing Plan

The baseball great Yogi Berra once said “if you don’t know where you are going, you’ll end up some place else”.  That’s powerful advice for a business’s marketing plan because if you don’t know where you’re going, how will you know when you get there?  The first thing companies should have in their marketing tool box is a plan.  This should be a set of well-defined and realistic goals, written down on paper, with tangible deadlines.  Running a marketing plan in this way helps ensure that results are actually achieved and visions realized.

Company Website

About 5-10 years ago, having a website was more of a novelty for many B2B companies.  At most it was a fancy brochure for supplying phone numbers and location information for a web-savvy few.  In 2016 the landscape has changed.  While organizations and the brand persona’s they portray may seem the same on the outside, the members of these organizations are younger and more inclined to use the internet than ever before.

In other words, having a well-built and informative website has become a standard for doing business.  Even companies that rely mostly on referrals and routine contract renewals are starting to see that having a website is an essential piece of the marketing picture.

A Solid Customer Database

Good data is key to marketing a business effectively.  Another important tool in your business’s marketing tool box is a clean customer database.  This means complete name, address, phone number, email and other data that can be used to send marketing messages on a regular basis.

There are many ways to collect data like this but the real challenge is in keeping it organized and up to date.  Make sure information is cleaned on a regular basis by updating phone numbers, emails and other pieces of data.  Depending on where you get your customer information, it is also helpful to make sure the people you marketing to are a part of your target audience.

Literature

Printed information about the value you bring to your customers is always important to have.  Up to date, informative literature in the form of printed marketing collateral helps make your business look professional.  Businesses can also get a lot of mileage out of these materials at trade shows, using them in mailers, passing them out at client meetings and other venues.

Testimonials

What your customers and clients are saying about you can be extremely powerful for potential customers.  People within organizations often do research on the companies they plan to do business with.  Testimonials offer a trust factor that can’t be matched by clever marketing messages and other content produced by a business.

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Want to build your business? Our new marketing class can help.

When you want to expand into a new territory, prospect for new clients, or introduce new services, determining the marketing strategy plays a critical role.

With so many print and online options to choose from, how do you know what will deliver the best ROI? A new class I’m teaching through CAMTEC may answer some of your questions.

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Cabinet Makers Association selects Capital Letters

The Cabinet Makers Association (CMA) Board of Directors voted unanimously to retain the services of Capital Letters to help strengthen the CMA brand and build membership nationwide.

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Free Tool helps you find the right keywords

Google Trends is a free tool that lets you see what’s hot on the web right now. It allows you to see search volume over time for keyword phrases and how that might align with market trends.

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Capital Letters develops a new website for Rand Construction

Capital Letters recently developed a new corporate website for Rand Construction.

Established in 1980, Rand Construction is one of Michigan’s premier design and build construction firms.

“The success of Rand Construction is built on strong relationships,” said President and CEO, Andy Klein. “We’re committed to growing our business in Michigan through new and existing relationsnships. Chris and his team will play a key role in that process.”
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Attract new business with quality work

The quality of your work will always be the foundation of your business. That’s why repeat customers are so valuable; they use your services or products over and over because they know you do good work.

But how do you attract new business? Spread the word. Here are three marketing tactics that can help do the job and yield the best results.
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Make your landing pages work harder

The design of your landing page plays a large role in guiding visitors to doing what you want them to do on your website. The following tips will help you make the most of your landing page efforts.

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Lessons Learned from the Big Boys

Before I started Capital letters, I worked at some of the biggest ad agencies in the world for 18 years. the Big Boys.

They’re big in every way. they have resources to do deep, penetrating research; global networks to build brands recognized worldwide; and, most importantly, rich veins of really smart people who develop strategic marketing programs that launch and sustain those brands.

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