Friday, November 13, 2015

Take It Personal(ly): A Deeper Look At Personalization

by Renee Jamerson



The latest direct marketing debate in the headlines is whether e-mail marketing is dead or alive. I think which side you take on this topic depends largely on how well your e-mail campaigns perform. Despite where you stand on this issue it's important to understand the impact that digital marketing has had on the way we do business and to do your best to maximize your impact. Finding ways to form a deep connection with your target audience is so important, especially with the amount of power users/customers have been handed via the internet and social media.

Form A Deep Connection
A top way to form a deep connection is through personalization. I'm not just talking salutations...there are other actions you should also be taking to cultivate your relationship with your audience and give your content the personal touch that it needs.

Target Your Content
By targeting your content you make sure the right information gets in front of the right audience. You target your content by using what you know about your audience based on their interest data, analytics, survey responses, and user-generated content (comments, videos, photos, reviews and social media posts). Although you may have a following not every follower has the same intent. It's important to segment your followers/customers, to group and analyze their purpose for taking interest in your business. This will also let you know the best channel to reach your audience.

Pull The Trigger
Automate e-mails to be sent whenever they complete certain actions. It very comforting after a person makes a purchase to receive an automated e-mail saying "thanks for shopping with us". Another great idea, within these automated e-mails, is to consider the sender? Is a customer service rep, a general e-mail address, or the CEO of the company.  The signer of that e-mail could make all the difference in how close and valued a person feels to your company.

Personal Landing Pages
This one is a personal fav., nothing makes me happier than when I click on a registration e-mail for a webinar and it auto-fills all of my information. This is so convenient, especially at times that I maybe checking my e-mail from my cellphone. Let's face it convenience and ease of use = we care about your experience and want you to come back.

The terrain of personalizing is so vast when you think creatively and personally. What makes you feel valued? what customer/user experiences do you appreciate? The best way to master personalization is think more human!

Keep It Bubblin'!

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I am the founder of Bubblin' Banter Direct, a blog about Direct Marketing. I have been in the Direct Marketing field almost 10 years. I love everything about it and love sharing advice with others on how to keep their brands Bubblin'!





Thursday, September 24, 2015

You're So Vain...Was That "Like" Even About You?

By Renee Jamerson


The truest statement I've ever heard about digital marketing is not to get swept up in the "Likes". You'd be surprised how many businesses, and believe it or not consultants, fail to do the work of analyzing their digital data.

While income is an obvious sign of product/service being moved or rendered it can't be the only way of measuring your marketing effectiveness. It's great to see the money roll in but you should want to know exactly where it's rolling from. What's the source of that income and why?  Not tracking Key Performance Metrics is like walking outside and having money rain out of the sky onto your doorstep every morning for a year and then one day you walk outside expecting that money storm and it's gone. By then it's too late to wonder "where'd it come from" and "why'd it ever happen in the first place. " It's the same thing with people.

You should want as much information about your customers/prospects as possible, that's why Big Data is such a big hit! Businesses are getting to know their customers on a level like never before. It's a "must-do" if you want to keep and acquire new customers.

Marketers are crunching the numbers everyday to ensure that they attract the right people, at the right time, in the right place. Not every business can afford to have a miracle marketing team but here are some basic metrics that you should be tracking regardless of your company's size:

Email
1. Open rate - How many of your recipients actually open the emails you send?
2. Click rate - How many people are clicking through from that email to your website?
3. Bounce rate - How many of the prospects actually receive the email?
4. Conversions - How many of those email prospects have converted to consumers?

Social Media
1. Likes - How many people like your page not just your posts ?
2. Comments - Are followers engaging with your brand, do they comment or ask questions?
3. Shares - Do they find your content valuable enough to share with their followers?
4. Reach - How many people do your posts actually touch?

These items are key metrics that give a pretty good picture of your engagement with your target audience and adjustments you should make to your marketing approach. A lot of folks love the creative (art) of Marketing but forget or fear, the science (or what I like to call the homework). You have to analyze and gather the results of your campaigns. If all you're doing is creating and posting, your cheating yourself out a great opportunity, an opportunity to really know your audience and to really appreciate the results of all your hard work!

So do the work, all of it and keep your brand Bubblin'!

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I am the founder of Bubblin' Banter Direct, a blog about Direct Marketing. I have been in the Direct Marketing field almost 10 years. I love everything about it and love sharing advice with others on how to keep their brands Bubblin'!