by Kirby Hasseman
“If you build it, they will come.” This is a line from an iconic Hollywood movie called “Field of Dreams,” with Kevin Costner. It’s also one of the biggest lies we believe in business when it comes to creating a new website.
Building a new (or improved) website for your organization can be exciting. It takes a lot of planning and hard work. And hopefully, when you are done, you are incredibly excited about the outcome! The problem that many organizations run into is they think that when the website is built, the work is done. They believe the line from the movie. They have built it…now the traffic will come!
Unfortunately, that’s not how website traffic works.
I hate the be the bearer of bad news, but once the site is functional, now the work of driving traffic to the website begins. This is one of the ways that websites are just like a retail establishment. You can’t just put up the “open” sign and have a steady flow of traffic. You have to do the work. So here are 7 ways to drive traffic to your new website.
Paid Traffic
You have likely heard of Google Adwords and Facebook ads. These are incredibly effective ways to drive traffic to your site. The best part about this traffic is that it tends to be very targeted. When it comes to Google Adwords, they have likely searched for the very solution you provide. For all its faults, Facebook is incredibly good at creating traffic as well. This is a great way to get your website on the map. The downside, of course, is that if your entire strategy is built on paid traffic, the cost will just continue to rise.
Press Releases
This is such an often overlooked strategy. When well-written and well-targeted, this can be extremely effective. We recently launched a website called JobsInCoshocton.com. The idea is to educate 17-24-year-olds in Coshocton County about the opportunities in their hometown. While sending this press release out nationally would make no sense, the local media is very interested. If you pick the right target, the audience might be hungry for your news.
Content Marketing
There are a LOT of ways to use content marketing to promote your new website. The first is to create a blog on the new site or to have other interested bloggers write about it to drive traffic. You can also create videos or podcasts that can talk about the importance and features of the new site. You can also request to be a guest on other podcasts or videos. These content providers may already have an audience that speaks to your target, so you can help them (by providing interesting content) while they help you!
In the example of JobsInCoshocton.com, we will likely feature that team on the Coshocton Conversations podcast soon. That podcast already speaks to people who are interested in the area, so they would be a perfect fit!
Direct Mail
We have said it before here, direct mail is not dead. And with the pandemic, its effectiveness has increased. When you want to drive traffic to your new site, a targeted direct mail piece can be powerful. A few tips to help increase the effectiveness include:
- Make it clear what you want the audience to do. Put a QR code on the piece to show people to scan it so they can head straight to the site.
- Do a postcard so they don’t have to open anything to see the information.
- Add an extra feature (like a magnet) so there is added long-term value to promote the site.
- Make it bumpy. Add a piece of branded merchandise to improve open rates and the long-term success of the mailer.
Branded Merchandise
Using Branded Merchandise is a great way to build a tribe. These brand advocates can become the best source of “word of mouth” for your new website. The best brands have a tribe of people excited to tell the story. And if you are smart, you can make that even easier. You can certainly add your website to items that have a large enough imprint area. And just like your direct mail piece, you can create an amazing piece of merch with a QR code as well.
Branded merchandise is (by its nature) very targeted and also longer lasting. So by incorporating a quality piece of branded merchandise into your campaign, you can not only give the website a boost in the short term but give it a longer-lasting impact as well.
Email and Text
We have talked about the difference between brand marketing and direct marketing here before. Branded merchandise can serve both purposes. Email and text messages are hardcore direct marketing! Your own list of contacts in email and text can be one of the most valuable assets you have in your marketing toolbox. You own that list. By letting these “VIPs” know that you have a new website, you can create direct traffic to the site…right away!
Event Marketing
When you know exactly who you are marketing to, you know what events they attend. Whether that is going to a trade show, a community event, or an educational conference, getting face to face with that audience can be powerful. At these events, you can create a buzz around the website and even show people how to use the new site. This “hand to hand combat” can be a great way to tell the story of your organization…and why the new website can be a great tool!
These are 7 ways to drive traffic to your new website. As you can see, I talk quite a bit about targeting the right audience. Traffic only really matters if it’s the right traffic. By using these strategies, you can not only increase traffic…but the right kind of traffic to the website!
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by Kirby Hasseman
When it comes to marketing our organization, everyone wants to make sure they are up on the latest tips and tactics. And we are here for it. Our goal is to keep you up to date on the latest that is happening in the marketing world. But if you (or your organization) are only jumping from thing to thing to try and catch lightning in a bottle, you will often never create long-term success (especially that you can replicate).
So we wanted to create some foundational rules for marketing. These are 7 Rules for Marketing…from Hasseman Marketing. If you follow these, you will create a marketing foundation that can help you tell your story in a way that lasts.
Give Value Upfront
We believe that we live in a Give First Economy. I even wrote a book about it! This means that entrepreneurs, salespeople, and organizations that provide value upfront will win long-term. They will create trust and build integrity and that will create sales. This value might come in the form of branded merchandise, entertaining video, or an informational blog post. But by focusing on the needs of your customers, and then meeting them joyfully, you can create a relationship that will last for years.
Know Your Customer
I mean REALLY know your customer. The best businesses I know are fanatical about this. They create avatars of their perfect customer. Who are they? What do they care about? Where do they hang out? Really dig deep. When you really know your customer, then you can create marketing that reaches them right where they are. So many organizations create marketing “for everyone.” That is a huge mistake. Most businesses I know don’t have a marketing budget that will allow them to reach everyone. So dig deep into your perfect customer and create marketing that reaches them.
Ask For The Action You Want
While creating value for our customers and prospects is incredibly valuable, you still need to ask them to take the action that you want. Do you know why I loved the Coinbase ad from the Super Bowl? It was very straightforward. Scan the QR code. So many Super Bowl ads focus so much on the creative that they forget the point of the exercise. And many small businesses don’t want to seem overly aggressive by saying “buy now.” You don’t have to ask for the sale with every interaction. But when it’s time to ask your audience to do something…just ask.
You Can’t Over-Communicate
This has never been more true than it is today. With the world, the economy, and the supply chain changing so quickly, we need to use every tool in the toolbox to keep in contact with our prospects and customers. Whether that is through video, social media, blogs, email blasts, or a simple phone call, you need to keep your audience up to date. Often, we feel like we have said something so many times that we are tired of hearing it, but it is just breaking through to many of our audience. As Donald Miller says “marketing is an exercise in memorization.” When your customers start to say your message back to you…you are on the right track.
Brand Marketing Versus Direct Marketing (Do Both)
Both Brand Marketing and Direct Marketing are important…but they are different. I talk about this here. Brand Marketing is about raising awareness. You are not asking your audience to buy (right then). Direct Marketing is when you send an email and make an offer (click here to buy now). Both of these are effective and important. But we get in trouble when we try to measure brand marketing using direct marketing metrics. They are not the same. But it’s important to have both of these in your arsenal.
Reach Your Customer When They Need you
We have already discussed why it’s important to know your perfect customer. This digs just a bit deeper by asking this specific question. Where is your perfect customer when they realize they need your product or service? Now…how cool would it be to meet them there? They might be in their car, or in their kitchen. Either way, creating your marketing strategy about reaching them in this moment of need can be a game-changer.
When In Doubt Keep Going
Don’t get me wrong. This does not mean you should keep throwing good money after bad on an ineffective marketing strategy. But so many organizations are incredibly impatient with their campaigns. They don’t commit at the beginning of a strategy about how long they will stick with it. This is especially true with content. An organization decides to start creating content (more brand marketing than direct marketing by the way), but then they want results in 3 weeks. Often the answer is just to keep going…and do it again tomorrow.
While this is not an exhaustive list, it’s a good foundation. If you (and your organization) can follow these 7 Rules for Marketing from Hasseman Marketing, you will be off to a great start. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
by Kirby Hasseman
Have you ever thought, “Let’s create an event that raises money for a good cause, creates and builds community, helps people get in shape, and can create a lasting impact on my organization?” Maybe not. It just sounds too good to be true. But that is exactly what happens when organizations create 5K’s, 10K’s, half-marathons, and marathons. These events are not just fundraisers (though they are that too), they have the ability to do much more.
The bad news is, there are a lot of races out there. If you want to have a real impact, you have to create ways for your event to stand out. And one simple way to do that is to create branded merchandise that people really want. So here is some great branded merch for your next race.
Not Just T-shirts
We love t-shirts. And when it comes to races, those are definitely the number 1 item people think about. But if you are planning to do a shirt, consider the audience. The consumer is getting pickier and pickier about the shirt they get. And if your audience is filled with people who do lots of races, they will be judging you based on your shirt selection. So if you are going to do a t-shirt, check out this article we wrote about what t-shirts cost.
Simple advice: If you are going to do a t-shirt, don’t go cheap. We have plenty of quality, cool t-shirts that won’t break the bank.
But if you want to do some branded merchandise outside of the t-shirt…here are a few options that will make your race stand out.
The Arm Sleeve
The Arm Sleeve certainly makes a statement. You can get different colors to coincide with your event, and you can make each of your participants feel like they are in an Under Armour commercial! This is a fun item that is apparel…but you don’t need sizes.
Reflective Knit Cap
Most of us are excited about warmer weather right now, but runners run all year round. So for those folks that run outside, or for events that are in cooler temperatures, this is a great item. Oh…and if you are planning your event at night…home run city!
Barrel Duffle Bag
Most races have a bag where they put race bibs, flyers, and other materials that every racer gets. The problem is, many of these bags are cheap plastic. They have no long-term value to the racer or the organizations. One way to up your game in the eyes of the participant is to up your bag game. Check out this cost-effective duffle that racers will keep for years.
These are just a few ideas that can help your race stand out. And when you create a race with great merch…it’s a great marketing tool for next year too! Want more ideas? We have created this shop so you can browse it now for your event. Oh…and let us know if you have questions.
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by Kirby Hasseman
(Coshocton, OH)—Coshocton-based marketing firm and promotional products distributor Hasseman Marketing & Communications is growing again. Hasseman Marketing is excited to welcome Briar Swigert to their team. Swigert graduated from Coshocton High School and brings enthusiasm and a hard-working spirit to Hasseman Marketing.
“I am thrilled to have Briar on the team, and cannot wait to see what amazing things he brings to the table,” says Hasseman Marketing CEO, Kirby Hasseman. “Not only does he have a great attitude and is willing to learn, but he is also very diverse in his talents. That will be great for us and our clients!”
In his new role, Briar will lead the print production for Hasseman Marketing and clients as well. This includes business cards, postcards, invitations, letterhead, envelopes, books, calendars, etc. for Hasseman Marketing clients. In addition, Swigert has a creative mind and is learning the digital marketing design side of things as well.
“I am so excited to see what all I get into here,” says Swigert. “I am learning something new each day, and am eager to help Hasseman Marketing and our community with their marketing needs.”
Hasseman Marketing headquarters is located at 432 Main Street in Coshocton, Ohio. They can be found online at www.HassemanMarketing.com. In addition, you can follow them on Facebook at https://www.facebook.com/hassemanmarketing. You can also find more out about our staff at https://hassemanmarketing.com/about/.
by Kirby Hasseman
We have been talking about the importance of bridging the Appreciation Gap for years. What is the Appreciation Gap? Most employers, leaders, and entrepreneurs believe they are showing their team appreciation. But studies show that most employees don’t feel appreciated or valued. That creates an “appreciation gap” that leads to dissatisfaction on both sides.
And while there are plenty of ways to show appreciation, Employee Appreciation Day is right around the corner. It might be time to step up and show your team you care with some amazing branded merchandise. And if you like any of these, we have created a shop you can check out right here.
Employee Appreciation Day
Employee Appreciation Day is the first Friday in March and it gives a formal “excuse” for you to show your team how much they mean to you! So here are a few really cool items to help you show up as a hero on Employee Appreciation Day!
Urban Peak® 20 oz Altair Vacuum Tumbler
This copper-lined, vacuum-insulated deep draw liner maintains optimal drinking temperatures. In other words, this is an awesome-looking piece that also keeps your hot drinks hot and your cold drinks cold. It has a very high perceived value and you can even personalize it to make it extra special. Learn more here.
Ultimate Utility Tote
This sturdy tote features a large compartment with a wire rim to give the tote shape and total functionality. It also has a sewn-in hard bottom for extra durability. Aside from its main compartment, it has a front pocket to store your smaller items and a 14-inch handle drop height. Your company name or logo can be imprinted onto the side of the bag, which is available in a variety of different colors. Fellow travelers and grocery shoppers alike will be jealous of your consumers for having such a useful and colorful item from your company! Learn more here!
48″ arc – The Rebel Inverted
The Rebel is an umbrella featuring a revolutionary design that allows the water to push away when closing, making it easy when entering or leaving a car or through a door and keeping you dry in the process. Plus, the inverted closing action keeps the dry side of the umbrella on the outside when brought indoors. Learn more here.
Desk Qi
The Desk Qi is a tabletop charging hub and stationery holder, featuring up to 10W of fast wireless charging (powered by type-c), and 2 additional USB-A ports for your electronic devices. Showcase your brand or message up to a full-color imprint with this must-have at-home or office tech item! Learn more here.
But wait there’s more! We have created a shop that includes these amazing items and more here. Browse, shop and buy right here.
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by Kirby Hasseman
No matter what business you are in, you need to promote yourself if you want to succeed. As Henry Ford famously said, “A man who stops advertising to save money is like a man who stops a clock to save time.” We all need to let our prospects and customers know that we are here to serve them. But you can still do that responsibly. There is a growing number of products in the marketing space that have an eco-friendly component. That way you can promote your business…and do good while you are doing it.
Skylar Hasseman helped us find our favorite pieces of branded merchandise that are eco-friendly. Let’s take a look!
Koozie® Collapsible Eco Can Kooler
This is a staple of the branded merchandise world. Check out this product if you want to make parties more eco-friendly…one beverage at a time! Click here to learn more.
Wood Bottle Opener
Portable and pretty, this custom engraved wooden bottle opener is ready to travel. Its slim 7″ profile makes carrying it in a pocket or purse a breeze, while the metal jaw easily pries open drinks. Perfect for breweries, executives, barbecues, and more. Oh…and did we mention you can get one? Click here to learn more.
Eco-Friendly Reusable Stainless-Steel Straw In An Anodized Travel Container With Carabiner Clip And Cleaning Brush
You are contributing to the 8 million tons of global plastic waste (yearly) every time you order a drink that comes with a straw. And do you know how many straws Americans use in a single day? About 500 million! In view of the staggering figures, it’s easy to figure out how big of an impact we can make just by making small changes to our habits and actions. Click here to learn more.
Budget Balm
This Budget Balm provides promotional value without breaking the bank. It is made using petroleum, mineral oil, coconut oil, paraffin wax, and ozokerite wax. It’s also Vegan and Made in the USA. There is a lot to love about it and you can find more information here.
Next Level – Eco Heavyweight Tee
You want a really cool t-shirt to promote your brand…but you want to feel good about it. Right? This might be your answer. This t-shirt from Next Level is made of approximately 4 recycled RPET bottles per shirt. Learn more here.
And friends…this is just the beginning. If you want to create a promotion that not only creates attention for your brand but also does some good in the world…we can help. If you want to order one of these awesome products right away…click here to make it happen!
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