You’re connecting with your customers. But are you sending them communications they can open on the device in their hand? If not, you are dramatically depleting the value of your possible prospects.
One of the most important marketing activities you will ever do is analyze data. Without it, your business decisions will be based on your gut, rather than real information.
For all of our clients, we always begin by understanding what the reality of the business is. What does the data say about sales, ideal customers, the frequency and size of the transaction. This is the kind of information necessary to create an effective marketing strategy. Marketing efforts are not everything though, we have to pay attention to the data and make optimizations accordingly.
For a Business to Business (B2B) client that manufactures custom cases (solid exteriors containing foam cut to specs of the objects to be carried as in photography or medical equipment), we established two layers of activities. First, we started with Paid Search, targeted to specific geographies surrounding their manufacturing locations. We then layered in display retargeting to increase frequency.
In B2B, lead generation is the key to new sales. Because these are businesses selling to other businesses who in turn sell to the end user, finding new clients can make a tremendous impact. Tracking how a new client came into the fold and adjusting to find more like them is key.
Each week, a report with the leads from the website are sent to the client with details on the keywords and location of user. Through this process, they will understand what is being searched to find their products, and make educated decisions about adjusting keywords, changing targeted geographies or budgeting by day of the week.
Our client then tracks the leads on their end and categorize them by industry type. Then, we cross-reference with different data points to determine where and how to make campaign optimizations. The first sizeable piece of closed business for our client was for a multi-year project amounting to more than $300,000!
Additionally, this information helps us change keywords we are using to drive business. An example of a change includes the removal of keywords related to military and guns. Because of the large market for gun case consumers, we determined that consumers using those keywords were primarily end users rather than business purchases. Thus, the keywords were eliminated from the campaign.
After making optimizations based on data, such as eliminating certain keywords/industries and implementing re-messaging, we increased Paid Search conversions by +160% in one month (compared to previous month), by increasing the conversion rate +140%! You can also see from the chart below that the percentage of new users closely matches the increase in users overall at approximately 30% month to month. Additionally, sessions to the site improved incrementally while bounce rate decreased by 70%; this traffic highlights that our clients were quality, interested parties. Without the data or assessment of the business that $300K sale may never have occurred and optimization opportunities would have been missed.
Written by Advance 360, this content was originally published in The Retail Jeweler.
Marketers obsess over “being there” for their consumers. Whether it’s share at the store shelf or share of voice on TV, these are metrics used to judge how present a brand actually is. But what about on a mobile device, where there are billions of products researched every day? Are you devoting the same amount of resources to your mobile marketing strategy and your brand’s role of being there whenever consumer’s needs arise?
60% of the time we are online, it’s on a mobile device.
Mobile devices overtook desktop and laptop in 2013. In fact, 60% of the time we are online, it’s on a mobile device. If your digital presence isn’t optimized for a smartphone, you’re not only behind, you are actively depleting your business. 84% of the population has a second device in hand while they are watching television. 65% check their phones within 15 minutes of rising each morning, and 87% of millennials have smartphones on their person 100% of the time. 75% of Facebook users are mobile-only. If you aren’t competing for attention in the digital space or have a mobile strategy, you should be.
Preparing your content for the mobile user isn’t difficult, but it does take thought. Mobile users want to learn, do, find, or buy something right now. Whether in the form of a search, an interaction with an app or visiting your site (or all of these), your content should answer the question they are asking.
Think bite-sized. While the user should be able to click to a lengthier or downloadable version of the bite-sized content, small and easily consumed is key. Try to focus on learn, do, or find to start. In the jewelry world, this could be a single graphic on cuts of stones, or an illustration about the 4C’s of diamonds. Consider lists, such as the five things to consider before buying a diamond, or six reasons to visit a custom designer.
Tie your bite-sized pieces together with larger artifacts that tell more of the story. For instance, a five minute video on choosing a gemstone could be placed on your business’s YouTube channel. A highly edited, “snippet” version of 0:15 seconds could be placed on Instagram, and another on Facebook, both linking to your online blog. Your website contains a short narrative on the same topic, with a link to the YouTube video for the full story. You crafted a few paragraphs, and a single video, but now these pieces are interwoven and amplify one another, creating an affordable tactic without an upfront cost.
Consistency counts. The stream of consciousness is impacted by frequency of message. We’ll all recall something after having seen it several times, so the look, layout and word choice matter. But most important is the consistent delivery of content. Once you’ve created a flow of valuable information for your clientele (and those not yet in your ecosystem), you’ll be the voice they seek out for advice, understanding or clarity. 93% of marketers choose social media, and 81% choose blogs. 76% use illustrations or photos, and 67% infographics. Remember that mixing up the media is a great way to generate more impact.
But most important, the content you generate and deliver via digital environments must keep your customer’s point of view in mind. This isn’t a commercial, it’s an offer of something valuable and unexpected. “Over time, marketers have developed theories about why consumers buy. Most of these err by viewing the consumer through the lens of the product. Marketers start with the features and benefits of a product and conduct consumer research to find matching needs and motivations,” Psychology Today reported. “Consumers do not have a Pavlovian response to products and to their marketing programs. Nor do the fundamentals of consumer behavior change to accommodate the latest innovation… An understanding of consumer purchase behavior must be based on knowledge of human emotion and include the paramount influence that emotions have on decision-making.”
In retail jewelry, content is the most cost-effective tool available. Surprise and delight your audience, with relevant information that keeps their needs in mind. Generate a steady stream of this material, and reap the rewards in your revenue.
Whether you market in the B2B or B2C space, you likely use email as a primary tactic for lead generation. When used properly, attribution can be tracked from the email open rate to the site visit, and eventual appearance in-store or on your client list. In fact, in 2017, 205 respondents representing Business to Business marketing professionals named email as their top lead generation tactic.
So what should your email include in order to perform better than your competition? With surveys, trivia, or games and loyalty programs at the bottom of the list, many of the ideas that once served you well are becoming obsolete.
Compelling Content for each
Stage of the Buying Process
56% of respondents named compelling content as the number one priority of any email campaign. Your customers will grow to trust that opening your communications provide a benefit. This may take time and dedication, but loyal clients are well worth it.
Offer the material they just read as a download. But be sure you aren’t just restating already consumed content. The download should be more illustrative, provide further insight, or some other element to surprise and delight the audience — rewarding them for their click and print.
Not everyone cares about every topic, and your audience should be able to opt in or out by sharing their preferences. You don’t want to send an existing client the introductory offer, or the new client the 20% off for the item they just purchased. Know who you are messaging, and be sure the content of the email is relevant to him or her.
Emails should be sent to your clients based on actions they took, or “triggers.” Take the thank you email, for instance. The completion of a transaction should always trigger a message of genuine gratitude for their business, without the hope of something in return.
80% OF MARKETERS IN NORTH AMERICA NAME LEAD GENERATION AND BRAND AWARENESS AS THEIR TOP REASONS FOR CONTENT MARKETING. Begin with these tips for your email campaigns, and measure the results. You’ll find what others have found — that compelling content curated for your exact customer will build trust and the feeling of “special.”