Q: What is considered sticky content for a website and why is it important?

A: Sticky content is anything that causes website visitors to want to come back.  It can be web content that changes frequently, video clips, a blog, a forum, or any other type of content that enables visitors to get useful information or interact.

It is important because if people keep coming back, you are staying in front of them.  This enables you to get your message out to both existing and potential customers.

Q: Is direct mail really effective?

A: If done well, direct mail can be extremely effective.  It is important to make sure that all of the components of your campaign are targeted and strong.  The quality of the mailing list you use can make or break your efforts.  Likewise, you need to have a well-constructed marketing piece that appeals to your audience and gives them a compelling call to action.

Q: Where can I find tchotchkes to be imprinted with my company’s logo?  Also, are such items effective in increasing business?

A: These items can easily be found online if you do a search for advertising specialties, marketing premiums, or promotional items.  The effectiveness depends on a number of factors.  Primarily, what do you hope to achieve by giving away these items?  For example, if you own a business that relies heavily on repeat orders, it may be beneficial to make sure your customers have your company name in front of them at work with your toll-free number readily available.  Make sure, however, that the premium you buy is of a respectable quality.  You don’t want a customer to have a negative association with your company because your logo is printed on a cheap pen that leaked all over her shirt.

Another factor to consider is the cost.  If you are trying to close sales in the $20 to $30 range, it wouldn’t make sense to spend $10 on a printed shirt for each customer.  You wouldn’t be in business very long.  If, however, you’re trying to strengthen a relationship with a customer who has been regularly spending millions of dollars with your company, it may make sense to give that customer a set of personalized golf clubs as a way of showing thanks for the continued business.