10 Top Digital Marketing Best Practices

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How would you like to gain access to the top 10 techniques used by leading brands to drive quality web traffic, increase website conversion, and fill your pipeline with quality prospects? I thought you would. That’s why I put together an e-book that highlights what’s new in marketing and gives tips you can put to work now to start seeing results right away.

This e-book is a beneficial, quick overview that will assist you in your efforts to master the new world of marketing and deliver results.

Click here to request your free copy of 10 DIGITAL MARKETING BEST PRACTICES.

What are you doing that’s effectively driving web traffic and creating quality leads? Share your tips with us!

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34 Things to Make Your Next E-Mail a Success

Are you doing everything you need to do to make your next e-mail campaign a success? Are your e-mails being opened, read, and responded to? I developed a highly effective checklist of 34 tips that generate leads, build your pipeline, increase quality web traffic, and accelerate deal flow. I’ve grouped the 34 tips into three segments to help you focus your efforts. You’ll find all of this in my informational booklet 34 Strategies To Make Your Next E-mail Campaign A Success. To request your free copy, click here.

Why Customer Reviews are an Important Part of Your Marketing Strategy

 

client-reviews.pngWe can all relate to the importance customer reviews play when we are making a purchase, whether for a high-dollar item or a less expensive one. In fact, consulting customer reviews has become second nature for us, a worthwhile step in the buying journey. So, it makes sense that this practice is spilling over into our business purchases as well. About half of all B2B buyers use reviews before selecting new products or services.

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While still a somewhat new practice in the business world, if customer reviews aren’t rolling in, you can use the ones you do have to their fullest potential by including them in your marketing strategy. This will increase their visibility while helping you build a trust relationship with your customers and prospects. This graph shows you why that’s so important.

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TrustRadius conducted another poll that found 76% of respondents in an active buying cycle used customer reviews during their decision-making process.

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The influence customer reviews wield is evident. Consumers trust peer reviews to give them honest, accurate feedback on a product or service to save them from making a bad purchase. Now that we agree customer reviews are important, let’s talk about how you can incorporate them into your marketing for the greatest effect.

4 Ways to Make Customer Reviews Part of Your Marketing Strategy

1. Keep Your Reviews Honest

There really is no such thing as a bad review. So called bad reviews often times point out limitations that are an important component of the fact-finding mission and an important objection that your sales people will know they need to address. Having this information upfront decreases customer dissatisfaction. It also gives you an opportunity to respond to the unfavorable review with a workaround, update, or great customer service that everyone can view. Your customers and prospects want to see that you care. Show them that, and you win their trust, and that wins you loyal customers.

2. Recruit Brand Ambassadors

It’s likely you have many satisfied, loyal customers. However, it’s also likely that most of them haven’t written a review of your product or service. There is nothing wrong with asking a happy customer to write a review. If appropriate, you can also invite them to record a video testimonial or write a guest blog about their experience with your product or service.

3. Make Your Reviews Easy to Find

You want to make sure your customer reviews are very easy to find. You’ll want to feature customer testimonials – written or video – on your website, in e-mail campaigns, and on social media. Stack the content to get the most bang for your buck.

4. Actively Monitor Your Reviews

Depending on your business, you’ll have reviews on the media you control, but reviews of your product or service may also appear on third-party sites. Make sure you are actively monitoring where your customers are leaving reviews and what they are saying. This enables you to get a complete picture and to respond to positive and negative reviews in a timely manner. Again, it’s all about sending the message that you care about your customers’ experience with your brand.

By encouraging, acknowledging, and promoting customer feedback, you are showing your customers and your prospects that you value their opinions and you want to make their buying journey with you a satisfactory one. Customer reviews are a great way to build trust, which goes a long way toward building your business.

How the Leading E-Mail Innovations Help Marketers

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email-buttonE-mail remains a prominent player for marketers to drive both revenue and engagement. As this medium has seen significant developments and dollars invested in technology, marketers are wise to keep pace and not rely on the status quo for their e-mail marketing efforts. E-mail must play a central role in your marketing.

E-mail drives data, and we marketers know that’s key. The more we can learn about our prospects and communicate with them in meaningful and ongoing ways the better it is for not only getting a sale but also for forming a trust relationship. E-mail is about so much more than just sending a message to a prospect or an existing customer. It’s what marketers do with the data gathered and the e-mail platform capabilities that drives real results.

One of the primary obstacles of using e-mail marketing that I see is a lack of real dedication or buy-in to the e-mail initiatives. Without dedicating the proper amount of time, human and financial resources to your e-mail strategy, it’s likely not to perform well, or worse, fail completely. Just as the e-mail platforms must continue to innovate in the technology they provide, we marketers must also continue to innovate in how we use e-mail to market to our prospects and customers. We must think about what our prospects want to hear, what they need to hear, and how we need to say it.

By viewing your e-mail tactics not as single deployments but rather part of a comprehensive whole, you’re beginning to set the stage for success. How can e-mail be part of your marketing whole? Each component must compliment the other as well as feed this circular marketing message – from e-mail to website to YouTube to Twitter, etc. – the message must be consistent and well orchestrated to tell a story across platforms in a compelling and cohesive way. Push the limits of how you define e-mail and how you use it. Innovate!

To provide you with a little inspiration, here are some e-mail examples I like because of their simplicity. They each do a good job communicating a clear message, offer specific and highly visible calls to action, provide a few opportunities to click for info, and stay true to their brand image.

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Demographics Don’t Gauge Your Target Market’s Mood – Why That Matters

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Unknown-1In a climate ripe with data gathering and advanced analytics, the mood of our prospects isn’t often considered. We’ve come so far since the early days of advertising, yet in many ways we still rely on the yesteryear approach to marketing. Think about how we price advertising, which is archaic when you consider it’s best to buy ads one at a time based on analytic analysis. Equally outdated is the basic premise of demographics – a practice that begun in the 1920s – and it’s enduring focus on greater segmentation and third-party data collection with disregard to how we consume media in today’s economy.

In all of our advances, we seem to have missed the boat. Social media is the closest we’ve come to hitting the mark. Only in that arena do we realize that we have the means to speak to our prospects in real time. But, that’s where we tend to stop. We don’t acknowledge that that means we can advertise to prospects frequently, optimizing campaigns around prospects’ given moods.

If You Want a Personal Connection With Prospects, You Can’t Discount Mood

Much (if not all) of our segmenting is hard fact centered; we never consider mood. Yet, we increasingly want to use our technological advances to make a more meaningful, personal connection. It seems counterintuitive, and I’m not alone in this thinking.

We should be putting more emphasis on prospects’ given mood and optimizing from that vantage point. Media buys would then be adjusted to the content that speaks to the prospects’ moods, using real-time reactions. Traditional, long-held demographic segmenting practices alone will not get us where we want to go. We have to dig deeper and consider the moods of our prospects to reach them in a meaningful way.

How the Use of Emojis Can Improve Social Engagement

The beauty of emojis is that they enable us to communicate in ways we just can’t do with words. They also allow us to make an emotional connection, no matter how fleeting. This is why marketers are increasingly implement strategic (and restrained!) use of emojis in their communications to prospects.

And studies show they are making a smart move. In a recent study by All Academic Research, participants who were sent messages with emojis scored higher on memory than those who were sent messages without emojis. This indicates emojis are an effective marketing tool. The study also went on to report that the use of emojis works to portray businesses as friendlier.

In case you weren’t sold on the use of emojis in your marketing, check out these facts:

  • Emojis in a tweet can increase engagement by 4 percent
  • Emojis in a Facebook post can increase the number of likes by 57 percent
  • Emojis in a Facebook post can increase the number of comments and shares by 33 percent

There’s no reason you shouldn’t be using emojis to increase engagement. Here’s where it can get tricky. There are literally thousands of emojis to choose from, so choose wisely and use them judiciously. According to a study by HubSpot that looked at 19,617,281 HubSpot published posts across all social platforms, here are the top 10 emojis most likely to increase click-throughs:

At first glance, this is an odd selection, right? I’m sure you noticed that none of these emojis are faces, which really surprised me. This could mean it’s productive to use less popular emojis in your marketing strategy, for the novelty factor, which may be what helps drive engagement. So, pick unusual emojis that are relative to your content and use them sparingly.