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.
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.”
Marketing experts saw the shift long ago. They’ve preached that “content is king” for years. But what does that really mean?
Custom content, written, produced, or designed for specific segments of your audience offers a truly personalized experience. It feels bespoke — designed just for the shape, size, or attributes of your best customer.
78% of these marketers believe that custom content is the future of marketing.
Start small. Create a single infographic and an accompanying article. Position them appropriately on your website. Then pull graphic elements from the infographic into digital ad units, targeted to the clientele most impacted by that statistic. Link back to the full article and creative, and watch what happens.
50% of budget for in-bound marketing strategies, significantly decreasing the cost per acquisition. Some report as much as 3x the leads from these activities.
Shift spending from traditional media, where limited personalization is possible, and refine your tactics to more unique messaging that will have an impact. Try this exercise: Pen a series of 2-3 paragraph organizational updates, based on the different generations of your audience. Note how the language should change as the audience’s characteristics change. Expand this thinking into web content, social media, and other promoted materials, based on the audience you’ve selected to reach.
60% of your audience will look for the product after reading about it, and 90% report finding it useful.
Does that mean you need to buy advertorials in all of your traditional print placements? No. It means you should be looking at Google reviews, sites that recommend your products, and putting testimonials on your site. It means that you need to be thinking about partners that can describe your product to their audiences, expanding your reach. Get guerilla, get grass roots. This is about uncovering opportunities, not painting marketing efforts with broad strokes.
70% of your audience says that engaging with your content makes them feel closer to your brand.
It’s proven: the more interactive the method, the more reward you’ll reap. Plan to mix your media so that you engage as many of the senses as you can. Make it visceral: audio (podcast), graphic (design/artwork). Make it surprising: get whimsical by posting the playlist for your office. Get creative by posting photos of your VP’s children trying to figure out the latest product in your line. Nothing is off the table but silence.
These tips are just the beginning. These will certainly snowball into more! Give these a try, and more will surely follow, along with new business.
Written by Advance 360, this content was originally published in The Retail Jeweler.
It’s easy to overlook the value of your Point of Sale (POS) or Customer Relationship Management (CRM) systems when assisting a guest in your store. Seeing others requiring your attention — whether staff or client — can seem more important in the moment. But using your own customer data, you can finely tune the message to your existing clientele, dramatically improving the yield from relationships you already have.
You likely know (without looking!) the most requested pieces in your inventory. You may even be able to quote the margin on those pieces, naming the profit each time one or more sells. But would you know the characteristics of the individuals that purchased these, in order to create more clientele that are looking for similar items? What about direct marketing efforts that could anticipate or even suggest that a client you know will make a visit to the store? With data, it’s possible.
Understanding your Client List
With the savvy running of a few reports from your system, trends can rapidly become apparent. You might start with segments of the business, like diamonds, bridal, fashion, repair or custom designs. Inside each of these segments, your “best” clients can be easily determined. Perhaps you consider them best based on their investment, or possibly based on frequency of visit. Whatever it is that makes them “best,” write it down. Understanding the characteristics of these individuals is what will make your marketing work better.
Now, marketing themes emerge. Your “best” fashion jewelry clients visit four times a year, spending $500 each time. Great! Now we know that your advertising should focus on items that fall within these parameters. Message those individuals with advertising that will build upon what you already know about them. What about the rest of the client list for fashion purchases? That comes easily: sending messaging that turns them from small basket to larger basket clients with increasing frequency. Let’s not send advertising to those spending $2,000 annually an ad featuring a small basket purchase. Similarly, let’s not send those spending $250 annually an ad featuring the $2,500 item!
Making More of the Data You Have
The more personal information you have on an individual client, the more readily available they will be to you in the digital space. With a name, email address and phone number, Facebook and Instagram can find and message that person. As you act on growing your client base, these segments can be used to find audiences that share characteristics with those you already have, allowing you to message those that “look alike.”
In retail jewelry, data is the most powerful tool available. Don’t miss an opportunity to capture information that will help you grow your business. Just like revenue is grown one sale at a time, a great marketing strategy is grown one contact at a time.
If your B2B company is like most, you care about lead generation, return on investment (ROI), or brand awareness when developing marketing strategies. In fact, 67% of B2B marketers cite lead generation as the number one priority of their marketing spend, but only 39% of those same companies have a formal marketing plan in place in 2018.
How are your tactics measuring up? In 2017, 205 respondents representing business-to-business marketing professionals named email as their top lead generation tactic.
Efforts Named Most Effective For Lead Generation
With pay-per-click (PPC), print, retargeting and “other” representing the bottom of the list.
With the top three tactics correlating directly with content development (or enhancing the search path to that content), and 31% responding that email was the single channel driving the most revenue growth, developing relevant and engaging content should top your list of priorities.
Who is your most valuable audience? Your digital strategy should lead them directly to you. But the landscape changes quickly. How do you keep up? Here’s our take on actionable insights you can (and should) incorporate into your marketing strategy, including advances in online display targeting, content marketing and video.
With zero ability to measure ROI on marketing initiatives and zero integrated digital marketing strategy, Shoreline was operating at a disadvantage. Though their website effectively meets the needs of direct visitors, Shoreline Fruit was missing a vital component – a holistic marketing strategy designed to expand their audience, reaching those still steps away from the “visit a website” piece of the customer journey. They had built the piece, but the audience wasn’t coming. We dug into the data-driven realities of Shoreline Fruit’s ideal and targeted audience. Using this market research data and our understanding of the stages of the customer “path to conversion,” Advance 360 fashioned a comprehensive campaign. The campaign focused on identified targets as well as other targets determined during our collaboration with Shoreline Fruit. Next steps involved converting this knowledge into action.
“One of the things Advance 360 will be helping us with specifically is social media. Since January, our Facebook likes have already grown 116% and our LinkedIn followers are up 146%.”
By all accounts, Peter & Company was a successful Cleveland jeweler. With their concentration on special occasion jewelry, diamonds and engagement, and specialty brands, they had all the devices to gain and keep their clients’ attention.
But at Advance 360, we knew that with a strategy centered around events and special occasions, true gains could be made. We built for them a layered campaign with evergreen, event, and other segments, targeted at those that could be most influenced.
Peter & Co. is a single point customer service oriented jewelry retailer that has been in business for 30 years. They have/had partnered with jewelry specific agencies over the past decade. Peter & Co. wanted to understand how their marketing efforts were performing, have a better knowledge of their customer base, and be able to better leverage the digital space.
- We proposed becoming their Agency of Record to handle ALL marketing efforts
- A full CRM and POS data analysis was performed
- Custom reporting was created to track both web analytics and POS performance in one place
- We built them a 12 month media calendar including digital, video, print, radio, signage, etc.
- Our team coordinates and/or activates and optimizes all of the media plans
- Our creative team initially designed campaigns for Always On, Mother’s Day, Spring, and Summer
- Display impressions
- Campaign management
- Responsive rich media
- Social media marketing
- Print advertising
- Direct mail
- Exterior signage
- Store collateral & signage
- Swag items
- Holiday website
- Campaign analytics
Building a brand. Great positioning. Reach and frequency. Content is king. We’ve heard these mantras again and again, but do you really know how to approach any of it to get results for your business? Take it one step at a time, and start with building out your social media strategy. We’ve compiled these social media rules of the road get your started.
- Facebook, Instagram and other social channels are inexpensive, but you still must pay to be seen. It isn’t enough to post daily, as you won’t be seen by the majority of your friends or followers. Only promoted posts or advertising on the platform will generate the attention you are looking for. Too frequently, we think of social media as “free,” when in fact, while economical, you must invest to reap its rewards.
- Engagement is the most important metric to measure. Yes, you want to increase those that follow your brand, but people who interact with you and share your stories on your behalf provide more value because they are extending the reach and affinity for your brand. A regular stream of content that offers a unique view into your business or behind-the-scenes activities will generate that activity (when used in conjunction with paid posts as noted in our first tip).
- Don’t expect to be a viral, overnight sensation. We’d all like to hit the grand slam the first time we step up to bat. But it takes practice and patience to learn what will be well received.
- Be consistent. Don’t lose sight of the long term goal: that you’re building a foundation for lasting relationships with your audience. Your strategy is akin to a marathon, not a sprint.
See how a consistent, long-term strategy can perform. This example offers real statistics from an Advance 360 client for the first eleven months of 2017.
According to a recent study by Sprout Social, travelers are turning to social media to influence them more than ever before. In fact, only 48% of those that used social media to research travel followed through with their original plans.
As a destination, you certainly rely heavily on word-of-mouth marketing, so this is a trend that you simply can’t ignore. What are you doing to take advantage of these trends? At Advance 360, we recommend a few places to begin.
Without a headline, call to action, or supporting text, an ad is just a pretty picture. Any ad unit you craft must have a goal and a purpose before it’s created. If you seek an increase of 1.75% in revenue over the next quarter, draft advertising units for the social spaces that push your customers or visitors toward that goal. Or if you rather change the makeup of the visitors to your property, seeking to expand your footprint to new geographies? Social media’s audience targeting can help with that, too.
Craft Something Beyond the Click
It isn’t enough to have a great ad. You also need something to explore once you’ve gained the click. You earned that click – but you won’t earn it again unless there is value to the action you’ve enticed.
Serve up tips, tricks, and the unexpected, and curate it well. Four Seasons, the luxury destination properties that nearly everyone knows, saw a 1000% increase in daily average visitors to their site, using this kind of strategy on Pinterest.
Don’t Bite Off More than you Can Chew
If you can’t manage SnapChat, Facebook, Pinterest, Instagram, and a YouTube account, don’t go there. Take on only as much as you can, and then grow only once you’ve achieved success in that platform. Your audience will feel that you’ve diluted your identity and your product, and you probably won’t disagree while you’re feeling stretched too thin.
Monitor All, Measure, Repeat
Track everything. Google Analytics will help you see your work from ad to conversion. Manually analyzing metrics across platforms is time consuming and cumbersome. Instead, use the aggregating tools available to you to automate as much as you can, and make more impact.
83% of travelers trust recommendations from family and friends. Use the social space, where those conversations take place, to your advantage.