Bob McCarthy

14 posts
direct response
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Creating a direct mail testing matrix

Testing is the path to success in direct mail Generally, testing involves just two elements – testing one item against another … such as two different mailing lists, or two offers, or two formats or two messages or two of anything else. This is known as an A/B split test. You select the two items...
Facebook Marketing
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So you thought Facebook was free

Facebook picks and chooses who sees your posts If your business has relied on Facebook to communicate with your customers and prospects, this article in Duct Tape Marketing should be a must read for you What it says is what we’ve all known about Facebook for the past few years – except it’s much worse...
Couponing
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Using Coupons in Print Advertising as Lead Generation

The hidden benefit of coupons in print advertising Print advertising may be old school for some, but for others, it is still a vital media channel. This is especially true for local businesses which continue to rely on local newspapers to reach local audiences. The problem is most local advertisers continue to run brand-building ads...
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Why everyone needs remarketing

Why Remarketing is a MUST for every business We can always think of some reason not to do a particular marketing program. “Not enough money” and “not enough time’ are the most common. With Remarketing, those excuses won’t fly. What is Remarketing? Remarketing (also called Retargeting) is an advertising campaign designed to reach people who...
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Using SIC Codes to Find Business Lists

List Research: Using SIC codes to find business lists When you research business lists for direct mail or email, you usually start with the SIC code. SIC, which stands for Standard Industrial Classification, is the universal coding structure for all businesses and organizations in the United States. (A newer, more comprehensive directory called the North...
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DIY – Do It Yourself Direct Mail

For companies that want to keep some or all of their direct mail in-house The direct marketing industry may seem to be dominated by large mailers that send out millions of pieces at a time. But in fact a giant slice of the direct marketing pie has to go to the many more small businesses that...
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Direct Mail “and/or” Google Adwords?

Comparing Direct Mail and Google Adwords On the surface, Direct Mail vs. Google Adwords seems like an odd comparison. To be sure, these are two very different types of marketing programs. Direct mail is traditional offline marketing.  Google Adwords is the cornerstone of online marketing. Apples to oranges, right? But they are also very similar....
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7 Steps to a Two-Tiered Direct Mail Strategy

Is your direct mail strategy designed to reach your best prospects? Which direct mail strategy is better? Frequent mailings to the same audience or fewer mailings (maybe just one) to a broader audience? This is a common problem for many business owners and marketers who look at their market size and then look at their...
SEO
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Three Types of Search Marketing – Understanding the Differences

What's not to love about search engine marketing? As a direct response marketer, I spend a lot of time worrying about my target audience - trying to find the right list or the right media for my outreach campaigns. It's an uphill battle because no matter how well I do my job, I know that...
International Business
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Generating a Lead vs. Buying a Lead

Should Small Businesses Buy or Generate Leads? I get calls occasionally from people who want to know what I charge for a sales lead. For a while, I was confused by this ... because, frankly, I didn't have an answer for them. I never know what it will cost to generate a lead for a...
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A clever way to generate more tweets – and expand your audience

Even if you have no experience or interest in Twitter, this technique could work for you. Thanks to John Jantsch's blog at Duct Tape Marketing, I discovered a new tool yesterday called DashThis. It's a marketing app that allows you to create your own dashboards using data from various marketing platforms like Google Analytics, Google...
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Are direct mail brochures necessary?

Direct Mail Brochures: What good are they? This may be counter intuitive for many of you.  But bear with me.  I think it might make sense in a minute or two. So you’re planning a direct mail campaign and you’ve decided to use a letter package – and now it’s time to spec out the...
lead quality
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How to Measure “Lead Quality”

What's your lead quality? You hear a lot about lead quality these days. That's encouraging news. It used to be that when you talked about sales leads, the focus was always on lead quantity - getting more leads. High response rates always seem to rule the day, but at some point, marketers began to realize...
lead quality
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How to Build a Sales Lead Funnel

Build Your Sales Funnel As marketers, most of us spend a lot of time worrying about of the "front end" of our marketing efforts. Advertising campaigns, direct mail campaigns, email campaigns, search campaigns, PR campaigns, content marketing campaigns, trade show campaigns, etc. These are all important parts of your marketing and well worth your time...