As an Internet marketing agency, it’s easy to get caught up in the value of search engine optimization. At SHiFT, we work hard to organize and publish content with best practice standards for on-page SEO, as well as legitimate back-link tactics.
A recent conversation with our client Duer Carolina Coil opened our eyes to the importance of old-fashioned “analog” marketing.
Duer makes customized, engineered coil springs for 18 different industrial applications … everything from actuator valves to track tensioners. The marketing team already knows their top prospects for new business. Google-generated inquiries are typically seeking inexpensive commodity springs; these kinds of requests are forwarded on to smaller manufacturers.
The #1 goal, then, is to position Duer as a highly innovative, quality-focused resource for their top prospects. Our solution is a quarterly business update called the Duer Digest. Written by our own Frank Allgood, the Digest is a 12+ page report that chronicles the company’s investment in technology and the commitment of its people to do a better job. Thanks to the economies of digital printing, we can print fewer than 100 copies and mail each along with a personal note.
No question that a comprehensive digital marketing is essential for most companies. But stories like this remind us that the power of strong design, the feel of a great paper stock and the impact of one-to-one marketing can never be underestimated.