Last year we encouraged you to start integrating mobile marketing in your overall strategy in 2011 Is Here: Do You Have A Mobile Strategy?; we covered the formalities of using QR Codes and of course mentioned how to best use SMS and mobile text marketing. Now that 2012 is upon us we want to redirect your attention back to the importance of mobile marketing and how to effectively incorporate it into your marketing strategies.
Remember mobile communications should enhance, not substitute, your current strategies. Businesses that effectively integrate mobile into their marketing mix will benefit from deeper interactions with prospects and customers, build richer data sets and diversify revenue streams.
What matters most to your customers?
If you want to know how to increase your business, just ask your customers. Asking for customer feedback is one of the most important elements of doing business. Developing lasting customer relationships and customer loyalty requires an understanding of their needs and the reasons behind their buying decisions.
Survey your customers and ask them what they expect from you, what features of your product or service they most enjoy, what they think about your customer service, and what you could improve.
Listen to your customers, discover their pain points, and bring innovative solutions to market to address their issues and challenges. Paying attention to what your customers are saying can give you better insights to what matters most to them and gives you multiple ways to engage with them and build stronger relationships.
Do you ever wonder what are the best days and times to send email?
If you do, you’re not alone.
I can’t tell you when and how often to send messages to your customers or subscribers — there is no “best” time or day to send email. However, I can tell you that if you capture the right data, you won’t need one.
When folks set out to do an email newsletter, they sometimes get so excited about sending the thing out as quickly as possible before it’s even made that they often trip on their own feet in the process of trying to do so. This usually involves some semblance of a design, the acquiring of pretty, pretty pictures and the slapping together of some equally pretty, pretty text. Sadly, this often leads to shoddy implementation and the disorganized execution of something that may quite possibly leave a long-lasting and negative impression on its recipients. That said, at the onset of such a project, be sure to take a deep breath and spend a not insignificant amount of time coming up with a plan. You can hover over that Send button with that twitchy mouse finger of yours all you want but you shouldn’t click just yet.
Why? Because what you send out to your readership should be great. Right?
“Audit” – not everybody loves to hear that word, but it can also be your best friend.
If you send regular email campaigns, it’s a good idea to check out the soundness of your strategy every once in awhile. A complete audit of your email sending tactics and practices will help identify problems with your lists, your content, your segmentation, your schedule, and your campaigns.
It’s also a good idea to run an email marketing audit if you notice your response rates dropping, such as opens and clicks, or if you see a rise in unsubscribes and bounces. The audit can reveal where the problems might be.
Ever have a BGO?
It means “Blinding Glimpse of the Obvious”. It’s a term popularized in the 1980s, but it’s still around today. Sometimes, something freakishly obvious to everyone just needs to be pointed out. Well, here’s one:
The online environment is the media of choice for information consumers.
There, I said it. And what’s more, it’s not going back.
Use the five buyer decision stages to optimize your message.
We B2B marketing professionals think about our target audience practically every minute (It’s kind of an obsession). We know their revenue, number of employees, titles they hold, their budgets, their hobbies, and most importantly, their decision roles. This is static lead info, and we try to know as much as we can.
But what about dynamic info, that changes over time? For instance, when are people ready to buy?