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To our valued OSG customer,

 

Each year at this time we like to use the holiday season as an opportunity to thank our clients, our partners and our colleagues for your business. We recognize that you have

a choice in who you choose to partner with and we appreciate that you choose to work with us.


In this issue of Insights, our cover story looks at the need for companies to have

a digital marketing strategy. The digital landscape is evolving and growing and

it’s incumbent on each of us to keep up through the different channels our

customers use.


In Take 5, we spend some time getting to know Bill Buczak and the Client Relations Department. This dedicated group of customer service professionals is committed to improving the client relationship and will do whatever it takes to resolve your issues.


No one ever wants to lose a customer but sometimes it happens. In our

Marketing Minute we show you some WinBack strategies that might entice former customers to come back home. Contact your Account Manager to learn more.


Finally, in our OSG News, we are proud to recognize 23 members of our staff who celebrated 5+ milestone anniversaries with OSG this year. It’s our dedicated and loyal staff that allows us to accomplish the amazing things that we do.


From our busines to yours thanks for joining us!

It’s that time of the year. Time for determining New Year’s Resolutions and setting business goals for 2016. As you do both, make sure that this item is on both lists: Allocate Time, Staff, Money and Resources to Your Digital Marketing Strategy. Of course you have a marketing strategy, but has your organization enhanced that strategy to encompass a digital strategy? You may very well have an active social media presence and may have developed a mobile app for your customers, but were these created as part of an overarching plan or in departmental silos? Having a digital marketing strategy that everyone buys into will help your company grow, strengthen your brand and ultimately, bring in revenue.

 

There was a time when a key part of a company’s marketing strategy was the glossy brochure describing the company’s mission, goals, products and services. Today the glossy, yet static, brochure is pretty much a thing of the past, replaced with a dynamic, interactive company website. But just like the brochure was only one component in a company’s marketing strategy, the same is true of the website. It’s probably the strongest element, but it’s only one of many marketing tools that should make up your digital marketing strategy.


In 2015 mobile devices accounted for more than 50 percent of internet searches.1 And recent research shows that 84 percent of consumers do research on company websites.2 That’s huge and you know that those numbers are only going to go up. So while your’re busy planning for the new year, let’s take a look at four key components of your digital marketing strategy.

Content

Is someone in your company tasked with creating content for the company website

as well as providing content for the

company blog?

This is actually more important than you might realize. When you add new content to your site and/or to your blog, you are keeping your website current. Not only that, you are helping with your website’s rankings and by doing that you are helping increase the traffic that comes to your website through various search engines. Did you know that search engines use algorithms that look for new content?

When they find it, it increases your rankings.

The converse is also true. When you don’t

have current content your rankings fall.

By investing time in content development

you’ll improve your SEO (search

engine optimization).

Mobile

Is your website mobile optimized? Have you ensured that you have a responsive design, making the viewing experience the same across multiple devices? This is critical. Because if the functionality of your website doesn’t work or your website isn’t easy to navigate, your viewer will likely move to your competitor’s website rather than remain on yours. And of course when that happens, you will not see any revenue from that

potential customer.


Have you developed a mobile app for your customers? If so, take the same things into consideration. The app has to be easy to navigate and easy to use. Frustrated customers are not happy customers.

Email Marketing

Email marketing is another piece of the digital marketing strategy puzzle. It’s quick and easy and lets you deliver the message you want in the most effective way to the target audience you want.

 

With 56 percent of emails now opened on mobile devices,3 are your emails mobile-friendly? With so many people viewing their emails on the go, make sure you are optimizing the viewing experience.

Social Media

Do you have a social media presence? Are you on Facebook, Twitter, LinkedIn, Instagram, etc? If you answered no, correct that immediately. These are additional ways to connect with your customers through different channels and to convert new customers. If you answered yes, are you using each channel in a different way? Each social media app has its own unique traits which is why you do not want to take a one-size-fits-all approach to what you post/tweet/pin/share on these sites. Make sure all of your activities are being directed by your all-encompassing digital marketing strategy. In 2014, Hubspot reported that 92 percent of marketers felt that social media marketing was important for their business. Of those, 80 percent believed that their efforts had increased their website traffic.4


Having a social media presence allows you to build your brand recognition and improve brand loyalty. By being visible on multiple channels, you afford potential customers more ways to find you, connect with you and learn about your company. In a report by Texas Tech University4 it was reported that when brands participate in social media, they benefit from high customer loyalty.


As 2016 unfolds there will certainly be more tactics to employ to enhance your digital marketing strategy. Take a look at where

you are today, set some goals, make some resolutions and see where they take you

in the new year.

Sources: 1) MarketingMojo.com 2) 2014 State of B2B Procurement Study from the Acquity Group. 3) Litmus, July 2015 4) The Top Ten Benefits of Social Media Marketing. Forbes, August 11, 2014.

We caught up with Bill Buczak, Manager of OSG Client Relations, to learn more about what this vital department does

for the success of our customers and the organization.

Just what does the Client Relations Department do?

Our primary goal is to ensure that the OSG customer experience is a productive one that adds value and helps you accomplish your business goals. The department is made up of a team of professionals with vast industry experience

in customer care and issue resolution.

How do you effectively manage so many customers?

When you call OSG Client Relations you can be sure that whoever you are speaking with has all the information they need at their fingertips to knowledgeably address and resolve your issue. Through our CRM tool we maintain a history of business and service-related information that allows us to be responsive to your unique needs.

What kind of quality control measures do you have in place?

There’s a lot that goes on behind the scenes to keep your projects moving along. You can rest assured that we are constantly working proactively for you. Because we value the integrity of the data that you transmit to us, if we suspect that there is a problem, we notify you immediately and begin an investigation. Some of the quality control measures in place are: duplicate file detection; variance notifications; inserts not selected and presort qualifications below the standard threshold. We also review lot samples from each of your tickets looking for data integrity; alignment issues; overlapping text, etc.

Do you offer self-service options?

We know that you want to get answers to your questions at all hours of the day or night. That’s why much of the information that you need regarding the status of a production file is available in your secured “Client Area” on the OSG “Insight” portal available through www.osgbilling.com.

 

 

How to Contact Us

We are available 24 hours a day, 7 days a week and can be contacted

at ClientRelationsDept@ osgbilling.com. For matters that require an immediate response, please call 201.871.1100 Ext 311

or press “2” from the voice prompt.

The Team

 
 

Did you know that the chances of converting a lost customer are usually much better than your chances of converting a new one? According to Marketing Metrics, the probability of selling to a new prospect is 5-20 percent while the probability of selling to an existing customer is 60-70 percent. And according to the White House Office of Consumer Affairs, it is six to seven times more expensive to acquire a new customer than it is to keep a current one.


Sometimes, for any number of reasons, a customer stops being active and may even go elsewhere. That’s why a WinBack Program is a critical tool to ongoing success. Through a series of strategically positioned campaigns that include letters, postcards and eblasts, you can get in front of prior customers, get their attention and strategically pique their interest.


The OSG Creative Studio has a team of marketing experts with extensive experience in implementing successful WinBack Programs. Speak with your Account Manager about how to launch one. It’s never too late for customers to come back.

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