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cezarovidiu

Using Email to Get the Conversion (Without Stalking) | ClickZ - 0 views

  • The reality of the inbox is that people subscribe to a lot more stuff than they are committed to reading. As a result, they sift through the advertising and marketing noise to find the gems--the messages they connect with and that add value to their lives.
  • your email has to add value to your customers' lives
  • From your initial sign up process to the content and frequency of your messaging, your most important job is showing your audience that you respect the privilege of being invited into their inbox.
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  • Rule #1: Don't ask for more information than you'd personally be willing to give. Asking for too much information in an opt-in form can be a major deterrent to visitors who would otherwise be likely to sign up.
  • Make signing up as simple as possible by requiring only the bare minimum. In many cases, this means just the email address. Every field you add to your form beyond that will decrease the chances of someone filling it out.
  • Here's another tip: If you really want to convince a visitor to opt in to your communications, make it clear that the value they'll receive greatly outweighs the hassle of signing up
  • An opt-in form that says something like "Sign up for our newsletter," doesn't offer any benefit to the visitor. Give people a reason to opt-in by offering them something they'll care about, like: "Sign up for our monthly newsletter and gain instant access to our 57-page e-book on X."
  • Offers of buying guides, e-books, case studies, online videos, and instant coupons are all great incentives to test.
  • I recently welcomed two kittens into the family and we buy our supplies from Petco. As soon as I signed up for Petco's Pals Rewards program, the store proceeded to email me every single day with a new coupon offer. Can you guess what I did? Yep, I opted out. I'll still buy pet supplies from Petco, but at some point, the annoyance became greater than the value of the coupons.
  • One of the most critical steps in structuring your e-commerce email campaign is to set the publish frequency to align with the types of products you're selling and who you're selling to. At a bare minimum, segment your audience into two broad categories of current customers and prospects.
  • When you're communicating with prospective customers, offer discounts, promotions and pre-sale notifications and buying tips in your emails, to move them along the conversion path.
  • You can further segment your email list by those you send to frequently, those you send to less frequently and those you send to only sometimes.
  • You'll find your sweet spot by tracking conversions from the list, looking at the opt-out rate and by allowing your audience to manage the frequency of the communications (for example, by giving them the option to change the frequency before they opt out entirely).
  • When most people opt in to receive B2B email communications, they are at the top of the conversion funnel; the "awareness" stage. A smart B2B email campaign will then provide the right content to bring the buyer deeper into the conversion funnel, with content specific for each stage of the buying cycle.
  • Here are some ideas to get you started: Explore learning concepts that get the reader up to speed on the ideas surrounding your services, and that demonstrate your brand's unique perspective.  Dive into the ideas behind why a service like yours is so important to customers, what to look for in a company, and how your service or ideas compare to others.  Answer common questions your prospective customers have at each stage of the buying cycle and even after the purchase.
  • Don't forget you're not selling to rational people. Most of the buying decisions in a B2B environment are based on what could happen if the choice is wrong. Unlike the consumer market, where an item can be easily returned if it doesn't meet the buyer's needs, making the wrong purchase decision in the B2B arena could be extremely costly.
  • Your goal as the marketer is to arm the potential buyer with content that will reduce any fear and uncertainty about selecting your business over the competition.
  • Think of topics like, "7 Biggest Mistakes People Make When Choosing [insert your service here]" as a basis for building your case. If you have a sales team, ask them for the most common objections they hear from prospects, and create your content around the specific concerns known to be top-of-mind for many buyers.
cezarovidiu

Successful Social Marketing is So Much More Than Social Media | ClickZ - 0 views

  • In the past, prospects primarily accessed information about a company by interacting directly with a salesperson.
  • As media evolved, mass ads, events, direct mail, and more recently, email, have been the primary tools for engagement.
  • Given the number of consumers posting, blogging, tweeting, liking and sharing, the question for marketers is no longer, Should I use social? It's, How do I use social to its full potential?
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  • Social channels are inherently built for sharing and engagement, making them the perfect place to cultivate valuable business relationships. Integrating social into every marketing campaign you run can move you from a company-to-buyer marketing model to a peer-to-peer influence model. This not only builds trust and brand loyalty, but also positively impacts ROI.
  • It can be tempting to jump right in to all the social media sites out there and start posting away. However, before you publish that first nugget of social marketing content, you need to develop your plan.
  • goals and metrics
  • Build a team that is willing and able to dedicate adequate time to social media endeavors.
  • Many marketers fall into the trap of thinking that social media campaigns can be dealt with on an ad hoc basis, but this couldn't be further from the truth. You don't want your company's online personality to come across as erratic or disjointed, so create a policy that guides those who are participating in the social marketing effort and be sure those guidelines are enforced.
  • Once everyone is on board, encourage them to create engaging content. A good starting place is to ask your team members to answer some of the most frequently asked questions they receive on the various social channels. If everyone is a content creator, you'll never be short of ideas.
  • Word-of-mouth is incredibly powerful and the "share" button on every social media channel allows you to tap into millions of different networks. One of the best ways to interact with your audience is by giving them content they genuinely want to share with their networks. Peer recommendation is extremely valuable because people believe their friends much more readily than a company or marketer.
  • A "Refer-a-Friend" campaign promotes a compelling offer via email marketing and social networks, then grants access to special offers for both the referrers and those referred. Using these campaigns will allow you to gather important metrics, like tracking who the biggest influencers are.
  • A "Social Sweepstakes" campaign allows your entrants to spread the word on your behalf. Through the sweepstakes entry, you gain important user data like who is sharing and where they are sharing most.
  • Finally, a "Flash Deal" campaign is similar to Groupon. Flash deals offer a limited amount of deals for a specific time period through your social platforms. If you use these campaigns, be sure to let participants track the deal's progress! These campaigns are fun and viral ways to spread brand awareness and boost new customer numbers with sharing.
  • make sure your shares are measurable. Monitoring social share numbers is not only an easy way to tell what's working and what's not, but also allows you to see your ROI by showing how far your social reach is in relation to how much time and resources you've put in.
  • Google Alerts and search functions, or enterprise level software like Viral Heat or Radian6.
  • Once you hear what people are saying, you can engage them with relevant responses.
  • Social has evolved into much more than just a channel or tactic and should be an ever-present strategy in all aspects of your marketing. Ultimately, if you come up with a plan, encourage creative content, incorporate social marketing into every stage of your funnel, and measure your results, you'll start to see your social efforts move the ROI needle in the right direction.
cezarovidiu

Analyzing Human Data: Take a Dive to Find Out What Your Customers Really Feel - Content... - 0 views

  • What really interests me, and what I think should interest marketers, is what I’ll call signals – one of which is intent. Intent is critical because it can predict action. For example, “Is this person shopping to buy a product like my product?” “Is this person unhappy and needing some form of attention?” “Is this person about to return the product for a reason that is addressable?”
  • Sentiment is one ingredient of intent. If someone is happy, sad, angry … that can be determined via sentiment analysis technologies.
  • Many tools struggle with context.
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  • An example I hear over and over again is “thin” – good when you’re talking about electronics, but bad if you’re talking about hotel walls or the feel of hotel sheets. To do sentiment analysis correctly, you need refinement. You need customization for particular industries and business functions.
  • The market, unfortunately, is polluted with tools that claim to have sentiment abilities, but are too crude to be usable. Even with refinement (e.g., the ability to handle negators and contextual sentiment), approaches that deliver only positive and negative ratings don’t take you very far.
  • There are definitely easy, inexpensive entry points that can meet basic, just-getting-started needs: tools for social listening, survey analysis, customer service (handling contact-center notes, for instance), customer experience (via analysis of online reviews and forums), automated email processing, and other needs. These technologies are user friendly, available on demand, as a service.
  • Text mining:
  • Digital Reasoning, Luminoso and AlchemyAPI.
  • Image recognition and analysis: Image analysis now automatically identifies brand labels in pictures.
  • VisualGraph (now owned by Pinterest), Curalate, Piqora (nee Pinfluencer), and gazeMetrix.
  • Emotional analysis in images, audio, and video: These companies promote analysis of speech and facial expression primarily for structured studies
  • • Affectiva conducts webcam emotional analysis for media and ad research, including development tools to integrate emotional study in mobile apps. • Emotient performs emotional analyses in retail environments, evaluating signage, displays, and customer service. • EmoVu by Eyeris tests the engagement level of both short- and long-form video content. • Beyond Verbal studies emotion based on a person’s voice in real time.
cezarovidiu

What's in a Tag? | ClickZ - 0 views

  • The tag-management industry is growing rapidly, as tags are critical to gathering data about your customers.
  • It's the early days for tag management, but the industry is growing rapidly because it's not so much about tags, but about the bigger challenge of using digital data.
  • Where does tag management fit in the data picture? Here's an example someone shared with me recently: He had gone to an antivirus product's website, read the reviews, and bought the software. In the days that followed, however, he suddenly began to see banner ads from that same software maker whenever he visited CNN, ESPN, and other favorite websites. The software maker knew he had visited its website, but not that he already bought the product. They were retargeting him with banner ads at unnecessary cost and no purpose.
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  • Tag management fixes this problem.
  • Most marketing teams struggle with the volume, velocity, and variety of digital data generated every time someone touches the brand. You need insights from the data. You need to understand cross-channel behavior and run predictive "what if" scenarios to improve the effectiveness of your media mix. Tag management can create a foundation to make it easier to use multichannel marketing analytics for these purposes.
  • But one of the big improvements introduced by tag management systems is this: non-technical marketers can do their own tag management.
  • No need to ask IT to deploy tags.
  • You can deploy just one tag, sometimes even just a single line of code, and then manage all the tags through a single user interface.
  • That's a big change from being forced to modify source code on your website.
  • The best tag management systems unite tagged data in one place - automatically.
  • Now the best tag management systems track a data record each time a consumer touches your brand - and deliver it to you in one place.
  • what each consumer has viewed, on what platform, how long they spent with your content, and whether they purchased anything. You get a unified view for everything the consumer has done across all marketing channels.
  • they include the right to be forgotten, easier access to your own data, explicit consent over the use of your data, and privacy by design by default.
  • And, it's clear that the best tag management systems can be a foundation for building those elusive, one-to-one relationships with customers, while using marketing analytics to further improve your marketing decisions about how, when, and where to relate to them.
cezarovidiu

Choose Your Own Adventure: Map Buyer Personas in a Content Marketing Program | ClickZ - 0 views

  • learn more about the brand or to be entertained or educated in some way.
  • Mapping out the ifs-ands-or-buts pathways for each persona can become complicated, so automation solutions such as Infusionsoft that offer a drag-and-drop interface can make the mapping of the funnel stages manageable.
cezarovidiu

Is Big Data Really Working for Marketers? | ClickZ - 0 views

  • Channel Optimization. Many marketers struggle to optimize each individual channel, let alone optimizing at a customer level across many channels. To the extent that Big Data can help marketers understand what is important in the moment and across touch points, that could be valuable, but it seems more of us need stronger attribution models and analytics methodologies more than access to data. Big Data does seem to be valuable if you want to understand which customers are highest value within each channel and across channels, because the platforms that manage Big Data can handle both structured and unstructured data - which is what you need to truly include Web/clickstream and social data in your analysis.
cezarovidiu

Invata meserie de la Emag - 5 lectii pentru un magazin online care chiar vinde - Conver... - 0 views

  • Lectia 1. Colecteaza adrese de email
  • E suficient sa creezi un magnet de leaduri care sa raspunda unei probleme specifice pe care o au vizitatorii tai.
  • Lectia 2. Foloseste dovada sociala
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  • Unul din principiile de influenta ale lui Robert Cialdini este dovada sociala. Acesta spune ca atunci cand ne aflam in fata unei decizii, avem tendita de a-i imita pe ceilalti.
  • recomandari de produse populare: in functie de categoriile de produse pe care le-ai cautat, Emag iti va recomanda si produse similare folosind un titlu care iti arata ca si alte persoane au fost interesate de acele produse.
  • comentarii si feedback: daca arunci un ochi peste produsele disponibile pe Emag, vei vedea ca majoritatea au comentarii, review-uri reale de la cumparatori. Astfel de comentarii vor influenta decizia de cumparare a celor nehotarati.
  • De exemplu, Emag trimite un email catre clienti la cateva zile dupa achizitie.
  • 3. Optimizeaza-ti magazinul online pentru mobil
  • Chiar si Google a observat acest trend, asa ca la inceputul acestui an a atras atentia ca odata cu aparitia noilor algoritmi de indexare, paginile optimizate pentru mobil vor avea doar de castigat.
  • Verifica aici daca magazinul tau online este optimizat pentru mobil.
  • 4. Personalizeaza pagina de eroare 404
  • Pentru a nu pierde un potential client, personalizeaza pagina de eroare 404 adaugand 2 elemente: Un titlu care sa explice ce s-a intamplat (De exemplu, „Pagina cautata nu a fost gasita. Se pare ca ai accesat un link expirat sau gresit.”) Un indemn la actiune (De exemplu, „Click aici sa te intorci la pagina anterioara”)
  • 5. Foloseste efectul amortizorului social Un studiu psihologic realizat in 1972 a demonstrat ca daca stii ca exista cineva cu care poti vorbi, care iti va oferi ajutor in situatiile stresante, aceste momente vor fi mai usor de suportat.
  • Fii pe faza ca sa le raspunzi vizitatorilor la emailuri, la mesajele de pe social media Afiseaza in mod vizibil pe site datele tale de contact Implementeaza un live chat (iti recomand www.purechat.com – e usor de folosit si are si o versiune gratuita)
cezarovidiu

Magic Quadrant for CRM Lead Management - 0 views

  • Web registration pages and campaigns, direct mail campaigns, email marketing, multichannel campaigns, database marketing and third-party leased lists, social CRM and social networking sites, and tradeshows.
  • SugarCRM
  • Chatter and Data.com
cezarovidiu

Focus on Valuable Data - Not Big Data - to Boost Conversions and ROI | ClickZ - 0 views

  • Big Data has been all the rage. But fast data, even if it is small, can be more valuable than complicated masses of information.
  • Here's why: All the focus on "bigger is better" has overlooked the fact that most Big Data segments have not been validated with a business application or value.
  • Those kinds of analytics can help you find the right streams to access and work with, and also can help you build out robust programs that identify valuable customers.
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  • 1) Your First-Party Data: The primary and most valuable data set you can access, first-party data encompasses transactional and other customer-level profile information you have on your customers. It could also include your own off-line segmentation analysis that allows you to map a customer to a customer profile around which you build your marketing programs. This can also include your analytics or other on-site tracking data, which can deliver behavioral insight to your consumers. This data can be difficult to export from its current environment due to the ad hoc nature of the data, but, if possible, look at ways to make this information accessible to your digital sites. 2) Third-Party Data: A consumer's broader Web browsing and buying history can now be accessed in session to provide you with more context on their likes and habits. Data management platforms (DMPs) and other data aggregators are accelerating this offering and, just as importantly, the availability of this type of data. This is invaluable in the context of new visitors who you know nothing about historically. 3) Real-Time Behavior: Let's not forget what our customers are telling us with each click. We get enamored with our predictive modeling to the point that we do not see the tell-tale signs as they are happening. Take the time to stop, look, and react. Your analytic tools, personalization tools, and other software-as-a-service (SaaS) platforms can help you trigger alternate site experiences based on every click you see.
cezarovidiu

4 Ways Predictive Technology Makes Your Life Easier | ClickZ - 0 views

  • Half the money I spend on advertising is wasted; the trouble is I don't know which half.
  • we can also proactively identify interested buyers based on their digital body language.
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