Hopefully you’ve already got email marketing set up as part of your marketing strategy for your business- if not then we recommend you read ‘Email Marketing For Small Businesses’ to find out why having one is an essential part of your marketing plan. If you already use email marketing as part of your marketing strategy then great, but it’s important to update your email marketing strategy regularly in order to get the best results for your business. It’s no good just planning then leaving it for a few years. Over time your business changes and so do your customers. If your products or services have changed in order to meet demand, then your customers or your customers’ needs will most definitely have changed too.
Update Your Customer List It’s so important to make sure you have an up-to-date customer list. If you’re using old contacts the chances are there are several incorrect details as well as subscribers who are no longer interested in your products or services. You need to be tough and cull any contacts that are no longer interested. Finding out who to keep and who to delete might seem like a bit of a task but it’s vital not only for your engagement but also to keep on the right side of the law with GDPR. Email marketing services such as Mailchimp and Campaign Monitor will help you weed out the old customers and see which customers might just need a bit of a push to re-engage with your business. Organise Your List Once you’ve decided who to keep and who to throw out it’s a good idea to organise your customer list, whether that’s by the service they are interested in or behaviour such as previous purchases. Once you’ve got your groups sorted it makes it easier to tailor personalised email campaigns and hopefully increase engagement. Make Privacy a Priority You want to build trust with your customers and one way of ensuring that is by letting the customer know that their privacy is paramount to you. Keep on top of all legislation regarding privacy and make sure your customers are aware of the things you are doing to keep their data safe and secure - this can be detailed in your privacy policy. Finally, ensure it is easy for the customer to unsubscribe- make it clear and simple. Make your Customer Feel Valued Personalised email marketing is bound to have a much more positive effect on your customer engagement than the scatter-gun effect of just random content that might not resonate with all your subscribers. If you sell a product, you could consider sending out personalised birthday emails with discounts or for services- let them know how you are there to help and support them. You could also look at what's happening in the world currently- many businesses offer discounts to NHS staff or Key Workers in thanks for their continued hard work. Book a health check if you need any support reviving your Email Marketing or Marketing Strategy.
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What does understanding the customer journey help you achieve? Before a customer makes a purchase through your website they will first go through many interactions with your brand/business starting with when they first become aware of your brand right through to making a purchase. The route each customer takes to get to the final sale is varied and personal to them. We call this the customer journey. Finding out about the customer journey is important if you want to help build a strong, loyal customer base. Knowing each stage the customer goes through helps you identify weak points in your communication strategy which you can then be improved to create a better customer experience and increase brand loyalty and sales.
How to track your customer journey To understand the customer journey you need to analyse all the data from your marketing channels:
The different marketing channels all have the same aim - to lead the customer to your website. But, as you know, just getting the potential customer to the website isn’t enough, what you want is for the customer to take the next step:
There are ways to measure how all the marketing channels are performing using various apps:
These websites and apps will collect all the data you need and help you get a better understanding of your audience so you can then adapt your marketing strategy to try and turn those visits into sales and in time increase brand loyalty and keep customers returning. Get to know your customer For any of this to work it’s important you really get to know your customer at every stage of their journey. This will help you develop content and services that are relevant to your customer. Find out how the customer feels at each stage of their journey - what made them take the next step? What stopped them from making a purchase? To get the most out of your data you need to understand your numbers then you can see where improvements need to be made in order to boost traffic, increase loyalty and get more sales. For help understanding the customer journey and making sense of it all contact Creative Remedy A marketing funnel is basically a way of mapping a customer journey from awareness of your brand/business through to the final stage (purchase/sign up). There are different types of funnels focusing on specific areas of marketing (social media marketing funnels, video marketing funnels, email marketing funnels etc) but they all have the same role - to follow the steps a customer takes before fulfilling the final stage. Why do you need a marketing funnel?
Having a marketing funnel will give you great insight into your customer journey. The data you will get from the funnel report will highlight if you are losing customers along their journey and help you focus on the weaker areas of your marketing plan. You will see which areas are strong and which areas you can build on. It will help you focus your marketing to your target audience which will ensure a better conversion rate. Understanding your customers and their needs makes it much easier for you to guide them through the ‘funnel’ and hopefully bring you more sales through your website/leads. It may seem like a lot of data but it all makes sense once you understand your numbers and can see where you can improve brand loyalty or increase conversion rates. How can a marketing funnel help your business? A marketing funnel is a great way to build brand loyalty which in turn leads to recommendations, new customers and further sales. The marketing funnel is made of stages your customer goes through before making that purchase:
The information you will get from a marketing funnel will help you gain understanding of your audience and ultimately help you convert them into loyal customers. If you need help with your marketing plan and would like more information, why not get a FREE Health Check What can you do to get more sales through your website? If your goal is to increase the amount of sales you are getting through your website then there are a few simple steps you can take. Try looking at your website as if you’re seeing it for the very first time. Is it inviting? Does it encourage you to find out more about the products or services available? Does it look tired and in need of an update? We’ve put together a helpful list of tips to get the most out of your website and hopefully increase those online sales:
Once you’ve ticked all those boxes the sales will come flooding in, right? Well no, unfortunately it’s a bit more complex. Once your website is fine-tuned and your marketing plan is updated there's still more work to be done to improve customer engagement to ultimately increase sales. This is where a marketing funnel can really make a difference.
What is a Marketing Funnel? It might surprise you to learn that only a small percentage of sales happen the first time a customer visits your website. Just being aware of your products and services isn’t enough and all customers will go through a personal journey before they finally decide to make a purchase. A marketing funnel is simply a way to analyse this customer journey and understand how and when you can help convert the sale. Your many and varied marketing channels all have the same aim... to lead the customer to your website and bring customers on-board. Every customer or potential customer that visits your website goes through their own unique journey before they engage with you for a service or make a purchase. Understanding that journey is difficult and sometimes the only way to find out is to ask the customer through research eg. feedback questionnaires, emails and speaking to your customers. This marketing funnel infographic gives an example of a typical customer journey. Attracting customers to your website There are many ways to draw customers to your website, such as email marketing, social media and Google Ads but it’s also important to remember that customers are heavily influenced by other aspects of your website such as design, user experience (make sure it’s easy to navigate), call to actions, relevant content and mobile optimisation. But, as you know, just getting the potential customer to the website isn’t enough, what you want is for the customer to take the next step:
What you can do to help a potential sale Get yourself acquainted with the granular details with your print and digital marketing, know your numbers! You can do this through understanding the data in your Google Analytics account or social media insights. To really improve your customer experience you need to put yourself in their shoes, start simple, take a look at your website - what can you change on your home page or a landing page to pull more customers in? Need some support to understand your Google Analytics data or social media insights? Book a FREE Health Check. Well done if you have made it this far. After such a tumultuous year last year and a rocky start to 2021, sadly many small and large enterprises haven’t made it. We have compiled a list of very simple things to try and get your business off to a good start in 2021. The New Year is an ideal time to get proactive with your marketing and get your voice heard while we wait to see what the new financial year has in store. Reconnecting with your customers is key to strengthening your business relationships and letting them know you are there for support.
Most of us will have been glad to see the back of 2020, to say it has been difficult is an understatement. Some of you may have taken a step back from the business to focus on other things, others will have been busy reaching out to customers in new ways. Regardless of how you’ve tackled the past year, now is a great time to get organised. Why not use this opportunity to reconnect with your customers, take stock and hit 2021 with some positivity! Here are 5 simple things to try and get your business off to a good start in 2021:
This is not on the list but still very important none the less, don’t forget to ask for help if you need it. It is often one of the hardest things to find the courage to do, but if you are struggling with payments, need some ideas or looking for something specialist, look to your network group, connections, contractors or suppliers and reach out. Hopefully you’ve got some ideas and a plan of action to help get your business running as smoothly as possible in 2021. If not Creative Remedy are always on hand if you need any help or advice. |
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