“If a young man tells his date how handsome, smart and successful he is – that’s advertising. If a young woman tells her date she’s intelligent, looks lovely, and is a great conversationalist, that’s marketing. But if someone else tells the young woman how handsome, smart and successful her date is – that’s PR.” —S. H. Simmons, author
Jansan News Power
Companies do not always have news to report. But that does not mean we can’t “make news.” Jansan marketing requires keeping your company in the media. One way we do this is to tie a current news story, such as a study or survey, to your brand. It’s timely, it’s good PR, and it works.
Jansan Marketing and E-Newsletters
Ever wonder why so many companies send out e-newsletters? There’s one reason. They work. According to one study, only 11 percent of recipients actually read a newsletter but nearly 60 percent scan them. That’s all you need. If they see a discussion that appeals to them, that’s your chance to grab a new customer. Well-crafted e-newsletters are a fast, cost-effective way to keep in touch with existing customers and to generate new ones.
Turning Words Into Sales
We believe in the marketing power of case studies. For instance, a manager had tried different green floor finishes for her facility’s floors. There was a problem with each one. Then she purchased your company’s product. It worked great. Now, getting that story out to end-customers is an example of how a case study can turn into sales.
Do you know what some publishers say are the “page stoppers” in their magazine? It’s those product blurbs typically placed at the end of the magazine. Studies show customers slow down, look at the product images, and read the product blurbs. If it’s a product they can use…you’ve got a lead.
The End of Electronic Brochures
Many manufacturers believe once their website is up and running, that’s the end of it. Nothing could be further from the truth. Websites must be treated like living, breathing things. They are a reflection of your company. An effective jansan marketing program includes ongoing website updates, at least once per week. And frequent updates improve search engine optimization too.
The Power of “Earned Media”
When it comes to jansan marketing or B2B marketing, earned media represents virtually endless opportunities for building your brand. Unlike paid media, which is essentially an advertisement, earned media is free, and what’s more, it can be a whole lot more powerful than a costly ad. Earned media, refers to publicity gained through article placements in leading newspapers and trade magazines serving your industry. At AlturaSolutions, we place educational, high-quality articles in trade publications, in print and online, that highlight the features and benefits of our clients’ products. We turn you and your company into thought leaders for the industry. Readers begin to trust you, trust turns into loyalty, and with loyalty comes sales. That’s why our company slogan is “turning words into sales.”
The Power of Inbound Marketing
Inbound marketing is a crucial cog in the jansan marketing machine. Content marketing is an ongoing process of creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined target audience—with the objective of driving profitable customer action. It is the art of communicating without selling. Successful content marketing is all about delivering consistent, quality information that educates potential and current buyers and makes them more knowledgeable. In time, this builds an emotional connection between you and your customers and, once again, results in turning words into sales. Content marketing is actually more than 100 years old, but in the past few years, more manufacturers have jumped on the content marketing bandwagon. Why? Because it works.