Author Archives: John Foley

About John Foley

John Foley is the founder of Grow Socially ( which was founded in 2010 to help companies with their online marketing efforts, with a focus on social media. These services include discussing and creating marketing plans, strategies, tactics, and goals that align with each company’s needs. In addition to his role at Grow Socially, Mr. Foley serves a CEO for interlinkONE, an integrated multi-channel marketing web solutions company serving the print and fulfillment industries and marketing departments. As Chief Executive for the company, he is responsible for corporate vision, strategic alliances, and technical leadership. He is widely recognized for his visionary approach in designing internet marketing business applications that meet the changing needs of dynamic print and fulfillment service provider organizations. Mr. Foley holds a B.A. in Business Management and Computer Science from Lesley College. He is a member of several professional organizations, including the Mailing Fulfillment and Services Association (MFSA), National Association of Printing Leadership (NAPL), Printing Industries of America/Graphics Arts Technical Foundation (PIA/GATF), Printing Industries of New England (PINE), Boston Business Marketing Association (BMA), and was recently inducted into NAPL’s Soderstrom Society.

Utilizing Multi-Channel Marketing, the Right Way


What is Multi-Channel?

Multi-channel marketing is the use of many different channels, such as direct mail, print, digital, and social media platforms, to spread one consistent, comprehensive, and effective marketing campaign. As a marketing or print service provider, it is important to promote the solutions that enhance the life of your brand as well as your printing services throughout a variety of channels.

If your business is still around in 2014, chances are you have realized that multi-channel marketing is not the secret formula to success, but rather a necessary component to the continual transformation of your print-centric business. In fact, you’re probably reading this and thinking, well… duh! So the real question now has become, what is the secret to successfully establishing a printer’s role as a marketing service provider (MSP) in this rapidly changing industry?

The Success in the Solutions

When thinking about marketing your business and the services you provide, remember that with Internet at every professional’s fingertips, finding a service they need is as easy as the click of a mouse or touch of a finger. That’s why your marketing message needs to reach prospects on a variety of channels while promoting what your services can do for each individual prospect. Knowing your target audience means knowing what they need, even if they do not. Make your marketing customer-centric. Try to stay away from promoting what your service is, and focus on what it does for your customers. Keep in mind that in order to sell solutions in a multi-channel market, developing a plan and strategy is paramount.

Planning for Multi-Channel

So we’ve established the need for marketing your solutions as well as your customers’ solutions on multiple channels. The roadblock now is managing the time and effort that this kind of inbound approach requires. A lot of MSPs that I work with or consult for are not struggling to wrap their heads around what must be done, but rather how to possibly accomplish such layered campaigns, without running their marketing into the ground.

The most important component, and I cannot stress this enough, is developing a multi-channel strategy that incorporates both marketing and sales. Have your teams work together to establish the bottom line of your multi-channel efforts, define:

  • Who you want to reach; the target audience you want to stay in front of.
  • What you want to say; what makes your company the best choice? Why are you different from your competitors?
  • When will your multi-channel efforts be most effective?
  • Where will your multi-channel efforts be most effective?
  • Why are the tactics you have chosen the best path for success?
  • How can you establish an execution strategy to market not only your brand and solutions, but also your customers’?

Once you have answered these questions, map out your marketing campaigns with visual charts and calendars. Keep in mind that multi-channel marketing is not a sprint, but rather a carefully executed relay race between sales and marketing, which requires orchestrated and practiced handoffs, that when done right will drive your prospects down the funnel.

Fortunately for MSPs struggling to handle the volume of multi-channel marketing and communications, several technological advances in customer communications management have emerged.

Objects in the Mirror

If you drive a car, even if you don’t, chances are you know the classic warning, “objects in the mirror are closer than they appear.” These words, which we see daily, are a prevalent theme in the problems that printers and MSPs are presently facing. The classic predicament of knowing that something was coming, but not realizing it would approach so quickly, has left many businesses stuck in the dust of the industry leaders racing by.

My advice to you is to dedicate your time to developing a plan that will accomplish maintaining the standard of multi-channel marketing, which has pushed your top competitors to the head of the pack. Once you’ve mapped out your goals, tactics and execution strategy, stay tuned to my blog for insight and advice on the tools and best practices your business can implement to achieve positive recognition and grow your business in this multi-channel era.

To learn more about multi-channel marketing strategies, see my previous post, The Dos and Don’ts of Multi-Channel Marketing!

Avoid These 10 Marketing Traps


Is marketing your friend or your foe? From printed collateral to social media, each of your marketing materials are your representatives, telling your brand’s story and making first impressions on your behalf. If you want to get loyalty, raise your profile, and make the sale, it’s vital that your marketing is the best it can be. Here are 10 marketing mistakes you need to avoid.

  1. Fuzzy messages
  2. Self-importance
  3. Lack of a plan
  4. Missing calls to action

To see these mistakes further explained, actionable solutions for each one, and the other 6 common marketing mistakes, download our article, Avoid These 10 Marketing Traps.

There are many marketing mistakes out there – these are 10 common ones that I thought would be beneficial for you to learn more about. Please take a moment to read and share this resource at What other common marketing mistakes do you see often? I’d love to get a good list started below!

Keeping Twitter Interesting


Customers, prospects, and experts in the print industry are having a business-boosting conversation. Do you want to join in? Of course you do, and that’s why you need to be on Twitter. But with millions of tweets being sent daily, how do you make sure yours stand out? Follow these top four tips to create compelling content in 140 characters or less.

  1. Develop a Strong Brand Presence. Your Twitter account is a representation of you and your business, so make sure it’s a good one. Customize your background by incorporating your logo and using your brand colors. Choose your profile picture carefully. If you use your logo, make sure it looks good at a small size. Or, if you’re representing a smaller business, you could opt for a clear full-face picture to make your account more personal.
  2. Keep Content Interesting and Varied. Twitter is a conversation, so be a good conversationalist. Instead of constant self-promotion, offer useful and interesting content – share some news, participate in trending topics, join in on popular hashtags, link to a free resource such as an eBook, add a video or picture. Focus on tweets that your customers will enjoy seeing – this will not only keep them interested, but give them a good reason to retweet your content, too. Compose your tweets carefully. Believe it or not, it is possible to waffle in 140 characters, so be sure to keep your tweets to the point.
  3. Encourage Engagement. At the risk of being obvious, if you want your followers to engage with you, encourage them to engage with you. Reach out to your followers by replying to or retweeting their posts. And don’t forget your call to action – whether that is “retweet this,” “let us know,” “drop us a line,” or any other way of encouraging your audience to take the action you want them to take. Use hashtags to start specific conversations. You could also try using Twitter to run a contest. You could use something simple such as “retweet to enter a prize draw,” but why not craft something that actively encourages engagement, such as asking entrants to answer a question, hunt for an answer on your site, or create something and tweet it to you. It will not only encourage interaction with your current audience, but it will also increase your overall exposure through sharing and engagement.
  4. Be Mindful of Twitter Etiquette. Just like in any conversation, good manners are a must when using Twitter. When you write a tweet, use good spelling and grammar. If someone mentions you in a particularly positive manner, consider using Twitter’s favorite function to acknowledge it. And never spam your followers with constant self-promotion or repetitive tweets. Treat Twitter like you would any other customer facing communication – reply to questions and comments, resolve conflicts, and rise above drama and negativity. If you would like some additional tips on how to handle complaints and negativity on your social channels, check out my article, Taming the Beast of Social Media Complaints.

Twitter is a rich and varied platform which fosters conversation. Think about what you want to say and how you want to say it, and you’ll be a sparkling conversation starter.

How to Boost Your Search Engine Optimization (SEO)


Understanding search engine optimization (SEO) and its importance is an extremely crucial part to your organization’s success. SEO means taking steps to make sure the search engines will like your site and rank it favorably. This has two key components:

  1. Relevant and high quality content
  2. Getting links back to your site

Learn more about SEO and how to improve your company’s online presence by downloading, Bring Your SEO to Life, free for The Digital Nirvana readers!

Take a moment to read and share this resource at! Do you have any additional tips for improving SEO performance? I’d appreciate your feedback below!


Increase the Value of Your Email Marketing Efforts


Would you like to give your customers the marketing messages they want, the way they want them? Of course you would. That’s why you need to make the most of your email marketing. With up to 77% of customers preferring to get their marketing messages via email, it’s time to make sure you are getting the most out of this valuable resource.

Why Email Marketing Matters

Email marketing offers a lot of advantages. Email is:

  • Customizable – you can customize everything from your email content to what triggers an email to be sent. It’s a versatile medium, so use that to your advantage.
  • Affordable – setting up an email campaign is cost effective. Crafting a good email takes time, but emails are still relatively quick to put together compared to other marketing materials.
  • Relationship focused – email brings you into direct relationships with your customers, encouraging them to take action on your messages.
  • Measurable – email metrics tell you everything from open rates to click through rates and unsubscribe rates. All this tells you what you are doing well and where you could do better.

How To Make The Most Of Email

Email is a great ally for your business, but how do you make the most of it? Your aim is to send timely relevant emails that will be opened and acted upon. Start by:

  • Keeping it personal – you’re not sending email to “your list”, you’re sending it to the individual customer who is going to read it. Keep them in mind and address them directly.
  • Keeping it snappy – customers get a lot of marketing messages. Make yours stand out with an attention-grabbing headline and content that lets your brand’s personality shine through.
  • Keeping it customer focused – make the time spent reading worth their while. Instead of opening with why they need to buy your product or service, offer information that will be useful to them. Inform and entertain first, sell second.
  • Keeping it actionable – email is a great medium for encouraging action. Make it clear what the next step is, whether that’s getting in touch, placing an order, or looking out for the next eye-catching missive.

Email is a marketing mainstay that offers a welcome boost to your business. Give plenty of love to your email list and give them tantalizing content that will establish your business as worth paying attention to.

Have you had success with email marketing? I’d love to hear. Share your tips and best practices below!

The Dos and Don’ts of Multi-Channel Marketing


Building a successful multi-channel marketing campaign is a bit like making a cake. For the recipe to be a success, you need to add all of the right ingredients.

In order to help you do so, let’s take a look at some quick dos and don’ts for executing multi-channel campaigns that will keep your clients and their customers happy.

Learn how you can execute a successful multi-channel marketing campaign by downloading, “The Dos and Don’ts of Multi-Channel Marketing,” free for The Digital Nirvana readers!

Take a moment to read and share this resource at! Do you have any additional tips for executing successful multi-channel marketing campaigns? I’d appreciate your feedback below!

4 Marketing Channels You Must Invest In


No matter how large or small a business is, the following four marketing channels are must-haves for increasing brand awareness, growing product interest, and enhancing your online presence.

  1. Your Website: A corporate website should be your business’s first priority for establishing a strong marketing effort. Strong websites have the ability to promote all of your products and services, collect data from inquiries and leads, and help enhance your search engine optimization. Online searches are the primary way for people to find any type of business these days – make sure their first impression of your business is a positive one!
  2. Email: Whether your business is B2B or B2C, this channel is a must-have because people use their email every day, for both personal and business reasons. You can use it to announce new products, cross-promote services, and for follow-up campaigns from previous events. Email is a great way to stay in front of your audience, increase product awareness, and drive traffic to your website.
  3. Mobile: In case you didn’t notice, mobile devices are kind of a big deal right now and they aren’t going away. Businesses of all kinds need to review their website from mobile phones, tablets, laptops – you name it! If the user experience of your website is not mobile-optimized, you are losing your mobile audience.
  4. Social Media: There are many benefits of social media marketing for businesses. These channels are great for staying in front of your audience’s eyes on a daily basis, driving traffic to your website, and finding new audiences. Social media channels also tend to rank higher in search engine results because they are updated so frequently.

Each one of these marketing channels are essential for broadcasting your business’s capabilities to your audience.

What other marketing channels does your company invest a lot of its time into? I’d love to hear below!

3 Steps to Online Marketing Success


It’s no secret that the internet has taken off. So my question to you now is, how developed are your online marketing tactics?

With almost 100 million people using the Internet in the United States alone, I hope your answer is very.

Yes, I know there are so many options and offers floating around out there. They are all intended to help you and your business drive traffic to your website and generate leads through inbound tactics, but the question is, what is right for you?

How can you draw customers to your services?

Learn how you can succeed with online marketing in 3 easy steps by downloading “Online Marketing: Tools You Need to Succeed,” free for The Digital Nirvana readers!

Take a moment to read and share this resource at! Do you have any additional tips for success with online marketing? I’d appreciate your feedback below!

3 Website Resolutions for 2014


Your website is the most important marketing tool you have. 2014 will be the year you fully embrace that, if you haven’t already. What once were staples of your marketing are now obsolete. Your domain is the most precious gem in your marketing chest, and it’s time to let it shine.

If you haven’t bought into your website being the crown jewel of your empire, here are three tips to get you on track for the new year.

Leads on Every page

It’s difficult to predict where your site visitors will land. You can use analytics to narrow it down, but you don’t want to put all of your eggs in one basket either. Every page and subpage on your site should be just as strong as the next. What you cannot predict is what may spur a prospect into action. A sale can begin on any page, and you can capture that by employing strong calls to action and data-capturing tools.

Every page should have the capability to bring in new leads. This can be with a white paper download, a free audit, a webinar registration page – the possibilities are endless.

Integrate Social Media

We’ve been preaching this forever, but a strong social media presence is only as effective as what it is linking back to. If your website is boring and dull, why would someone click a link on Twitter to see it? Perhaps you already have been using social media and not seeing the results you wanted. Your website may be to blame.

Responsive Web

Responsive web design is a relatively new term for a fantastically intuitive concept. Responsive web, simply, is the idea that your experience as a viewer should retain consistency across all platforms. If you are reading a blog post on your laptop, it should look similar in theme and layout on an iPhone, tablet, desktop, etc.

Now is the time to focus on furthering your online marketing efforts, and the first place to start is your website. A strong website will serve as an impressive marketing and sales tool, bringing in leads on every page. Once you take the time to develop and improve your website, you’ll be extremely impressed with its ability to perform as a strong promotional tool.

What are your marketing resolutions for the new year? Let us know below!

Improve Your Marketing for 2014


Happy holidays Digital Nirvana readers!

To help get you started and to welcome the New Year, I have a special gift for you all below.

As 2014 is rapidly approaching, all companies are getting ready to start fresh with a new plan for the New Year. Is improving your company’s marketing efforts a major part of your new strategy? It better be! This year, it’s your opportunity to make new connections and strengthen old ones, all while increasing marketing efforts and filling the sales funnel.

I’d like to share our special eBook, 12 Marketing Tips for the New Year, to get you on a path to marketing success for 2014!

On behalf of everyone here at interlinkONE and Grow Socially, I’d like to wish you all a happy holidays and a wonderful New Year!

[P.S. I’d love to hear your feedback as well as any other marketing tips you might have for 2014 in the comments below! Also, feel free to share this holiday special with others here:, it’s free!]