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Marketing Strategy

How To Make Lasting Customer Relationships

July 17, 2019


The question is why is harder than ever for businesses to develop long-lasting customer relationships? The answer is because customers don’t just want a quality product. Now that customers can find dozens of your competitors with a quick Google search, it’s all about finding a customer connection. 

We live in a world where customers ask, “What have you done for me lately?” Customer connections override customer skepticism and encourage them to stay with you for the long haul. Personalization and engagement are key to turning potential customers into buying customers. In fact, research shows that one in four customers will pay more for personalized products. It’s clear that customers want personalization. That’s why businesses that want to create lasting bonds need to give it to them. 

Customer relationships are essential to building brand loyalty. When you invest in these relationships, you’ll not only see a happier customer base but a boost to your bottom line, too. Here are five strategies to build long-lasting customer relationships.

1. Create a retention-focused strategy

Brands often make the mistake of focusing on retention too soon in the buying cycle. You can’t expect a new customer to retain you if they just started using your brand. 

You aren’t going to create deep relationships with new customers. It doesn’t make sense to pursue new customers right now if a lifelong relationship is your goal. That’s why retaining existing customers should be your focus. 

It’s cheaper and easier to retain repeat customers. Those repeat customers spend 3 times as much as new customers and cost five times less to acquire

Prioritize repeat customers with your marketing efforts. With this strategy, you’ll see a better return on your marketing ROI. This means enabling remarketing campaigns, customer loyalty apps and exclusive discounts for repeat customers.

2. Track

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Verified Expert Growth Marketing Agency: TrueUp

Verified Expert Growth Marketing Agency: TrueUp

July 16, 2019

It was the perfect storm when CEO and Founder Liam Reynolds finally decided to start TrueUp, a data-driven growth marketing agency/consultancy based in London. After decades of working for large creative advertising agencies, Liam quit his job right around the beginning of Silicon Valley’s growth hacking trend and plunged headfirst into running growth for early-stage startups.

TrueUp has since evolved from a one-man shop into an award-winning agency with a team of dedicated data, paid marketing and conversion specialists. Learn more about how they collaborate with clients and help them develop short- and long-term growth frameworks.

TrueUp’s approach to growth marketing:

“Rather than just saying ‘Look at these amazing results we’ve achieved,’ we would say, ‘Look, these are your growth opportunities, this is the process you need and here’s the framework unlock your true potential,’ We would build business models around this to show the opportunity in numbers, revenue and ROI.

Our approach to growth is anchored in delivering the right message to the right target audience in the right channel at the right time. It sounds simple but we’re amazed at how wrong people get this.

So we’ve created our own bespoke methodologies and frameworks to really explore and identify these hidden killer messages that drive action. We’ve built our own tools that allow us to do a lot of high-tempo, high-intensity testing.

It’s quite common that we have 500 to 600 tests running concurrently on Facebook for any given client. We’re continuously testing, learning, iterating, improving. As a result we’ve achieved some amazing results for our clients.”

Advice to founders:

“We approached True Up to help us establish and scale a UK paid marketing function. The team was highly professional from their initial pitch through the end of the project.” Maninder Saini, SF, International Operations Manager, Quizlet,

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How to Use Technology for Direct Mail Marketing

July 16, 2019


Paper-based advertisements, like direct mails, play a crucial role in influencing the purchase decision of the buyer. While direct mail is a proven marketing strategy, technology takes it to a whole new level.

It’s evident that even in the wake of technological advancements, customers are actively embracing direct mail. It’s no surprise why big corporates invest in direct mail engagement. The touch-and-feel experience offered by direct mail helps customers remember the brand and the product. [Are you interested in direct mail marketing services? Check out the businesscompany.us reviews and best picks.]

By streamlining the process and utilizing the power of technology in direct mail, marketers can improve personalization and ease planning, execution, and tracking. In this post, we’ll discuss how technology can make direct mail better and easy for businesses.

Direct mail: The traditional way

1) Redundant process

Traditionally, direct mail marketers handled customer data and mailing information manually. Even now, most are likely to use spreadsheets to share data with other teams. This leaves no room to track data accurately. A notably redundant process in direct mail is where the same spreadsheet passes through multiple hands. Numerous edits, revisions, and updates can damage the entire operation. While necessary in some cases, such a redundant process is time-consuming and involves a lot of work.

Using technology can streamline the process and maintain an up-to-date system to achieve better results.

2) Room for errors

Efficiency and accuracy go hand in hand in direct mail marketing. Assume you are managing direct mail marketing and you send out printed copies to thousands of users. This process may involve different teams within the organization and some third-party vendors for printing and logistics. How do you know the right team is managing the process? Are you confident that your mailing list is error-free?

Without …

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How to Measure Your Brand Awareness Online

July 16, 2019


Brand awareness is the extent to which customers are able to recall or recognize a brand. Research shows that, on average, 5 to 7 brand impressions are necessary before someone will remember your brand. However, in order to improve your brand awareness, you first need to know how to measure it. 

Luckily, there are a number of ways you can measure your brand awareness online, including:

  1. Create customer surveys

  2. Look at website analytics

  3. Use social listening tools

  4. Look at search volume data

  5. Find your brand on review sites

Here are more specifics on each type of measurement.

1. Create online surveys

One easy way to measure your brand awareness is by creating online surveys. In order to get the truest sense of your brand awareness, you can approach this tactic in two different ways: by creating customer surveys or surveying a random group of people. 

Sending a survey to your customers that includes the question “How did you hear about us?” will give you insight into how people are discovering your business. For instance, are the majority of your customers finding out about your company through your blog posts? Or maybe they discovered you on social media? Getting these valuable insights will help you determine where users are talking about you online and how you’re reaching your target audience best.  

Remember though, creating an online survey is just the first step. The next step is actually getting your customers to complete it, which can be challenging. Make sure your customer survey is simple enough for users to fill out quickly and also engaging enough to keep their interest. You can make sure your forms are engaging by keeping them short, adding images and emojis, or using conversational forms. 

Aside from surveying your existing customers, it’s also important to gauge how …

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8 Ways to Build Customer Personas

July 16, 2019


It all begins with understanding and defining your audience. This is where customer or buyer personas come in. A customer persona is basically a profile of your ideal customer. It is a research-based semi-fictional representation with detailed information about your target consumer, including:

  • Demographic information
  • Consumer behaviors and preferences
  • Beliefs, attitudes and values
  • Pain points or challenges
  • Unmet needs and how it relates to your product/service
  • Channels where they go for information or entertainment 

Your customer persona helps you frame your marketing messages for a specific audience, ensuring that it speaks to their needs, their goals and their preferred channels for content consumption. In fact, according to a Cintell report, 71 percent of companies who exceed revenue and lead goals have documented persona.

But this begs the question: how do you go about creating customer personas? As mentioned earlier, personas are based on research. And while different people have different ways of building customer profiles, many will gravitate toward the same set of questions when doing their customer research. Here is a breakdown of the information you need to define when developing your customer personas.

1.  Role and job title

  • What exactly does your ideal customer do for a living? 
  • Do you tend to engage with C-suite members (i.e. top executives, CEOs, and CFOs among others)? 
  • Who do they report to, if ever?

The answer to these questions depends entirely on your circumstances. For example, if your business serves a predominantly B2B market, you can assume that your audience is composed of business decision-makers – individuals in charge of making procurement and purchasing decisions. 

As you answer this question and begin profiling your customers, you can include information such as:

  • Educational attainment
  • Professional background
  • Skills
  • Position in the organization

These factors, in turn, will help you decide what kind …

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Experiential Marketing is the Future of Customer Engagement

July 12, 2019


By that, I mean that they base their core values on experiential marketing. The one thing that determines the success of a company is the fact that it delivers an exceptional experience to its customers.

Think about it. When was the last time you stepped into your favorite fast food joint, knowing precisely what you’re going to get? Moreover, you probably knew how the staff is going to treat you and how the process of ordering and consuming the food is going to look.

Real experiences have much more significant impacts on our senses than abstract ideas and, therefore, stay in our memory for longer. According to a study from the International Journal of Supply Chain Management, 100% of respondents (customers) said that brand visibility experiences induce curiosity in them about a particular product or a service that is being offered.

The definition of experiential marketing

Every marketer will give you their view of experiential marketing. It comes in many forms and sizes. It’s also called “live” or “engagement” marketing and serves as a tool that encourages the customer to take part in an activity your brand organized.

Those activities often look like random happenings. However, they are carefully-planned events to drive brand awareness and teach customers about your company and your products. Sadly, not every company knows how to deliver a top-notch event.

What’s more, a badly-executed experiential marketing campaign might look like a publicity stunt or a way to push your product to the customers. People don’t like brands pressuring them into making purchases. Even worse, such an event could damage your image in the industry.

The most critical factor in your customer reach is engagement, so if you still haven’t, start learning about your customers and tactics to create a successful campaign. Experiential campaigns take longer to …

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How To Implement SEO Tactics Before Your Website Launches

July 11, 2019


The key is in properly optimizing your website for search engine optimization so you can be sure your content gets the attention it deserves. When it comes to implementing SEO, there are a few key things you should do to get the best results and reach success, including:

  • Creating an optimized coming soon page

  • Optimizing for mobile users

  • Increasing site speed

  • Using long-tail keywords

  • Creating an XML sitemap

Here is more on the different ways you can use SEO to your advantage before even officially launching your website. 

Create an optimized coming soon page

Did you know it’s completely possible to build an email list and a loyal following before your website’s official launch? If more marketers knew and took advantage of this, they’d start way ahead of the game before ever making a sale.

If you can decide who your target market is and what interests them enough to hand over their valuable information, you’re already on your way to earning loyal visitors. With this information in hand, you’re able to create an optimized coming soon page that collects email addresses and other details you need to boost your lead generation and engage with your audience. 

Based on your niche and industry, add researched keywords to your coming soon page so Google can crawl your new website and make it easy for your target audience to find you. Use this opportunity to build your brand. To set the right tone, be sure to use the right images and visual content.

How exactly do you go about creating a coming soon page that people are excited to engage with? You could use a handy tool like SeedProd to be the face of your website so that every time someone visits, they see that your site is almost ready for the …

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How Technology Helps Level the Playing Field for Small Business Marketers

July 11, 2019


Category leaders have an inherent advantage when it comes to marketing; the more media dollars a brand has at its disposal, the greater its potential reach. This creates a snowball effect. More reach results in higher brand awareness, which can translate into increased loyalty among customers and more revenue to flow back into the advertising budget. 

How can smaller, challenger brands compete against larger budgets? There are four main things to think about:

  • Your specific media goals should always be tied to your company’s bottom line.
  • Used effectively, technology can level the playing field for marketing budgets of every size.
  • Personalization strategies and automation tools can be incredible assets for challenger brands.
  • Larger businesses have access to the same strategies and tools, so you’ll need to find ways to differentiate your message.

When trying to take on a larger competitor, small businesses shouldn’t think in terms of growing market share. Your specific media goals should always be tied to your company’s bottom line — and growing market share is not the answer. Smaller brands need to spend their money strategically because challengers will always struggle to outspend category leaders. You don’t just want to generate leads; you want to find high-quality leads that are likely to convert quickly.

Thankfully, advances in digital marketing technology allow smaller brands to target individualized audiences, automate processes, and make smarter decisions. When used strategically, technology can effectively level the playing field for marketing budgets of any size. 

Before you use the first digital marketing technology you come across, you need to know how your messaging will compete against the big brands to truly connect with your customers. Larger businesses have access to the same strategies and tools, so you’ll need to find ways to differentiate your message.

I call it fishing with bait rather …

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Why Digital Marketing Is Essential for Startups

July 10, 2019


The businesscompany.us community is a place where business owners and professionals come together to learn from each other. Those looking for advice can solicit it from their peers, while others are able to share their extensive expertise with those who need it. 

It’s that peer-to-peer give-and-take that makes the community such a valuable part of businesscompany.us. Business.com has more than 190,000 members from around the globe. The community thrives because of our members’ eagerness to drive conversations, whether through asking questions, answering questions or contributing articles. 

Each month we spotlight one of our community members for their contributions. This month we are recognizing David Reimherr, founder of Magnificent Marketing

Digital marketing advice for SMBs

Reimherr contributes to the businesscompany.us community in several ways. Specifically, he shares his digital marketing expertise by answering questions from other community members and submitting articles via businesscompany.us’s contributing author program

David Reimherr

One question Reimherr weighed in on was how much a business should pay for online advertising. This is a common question many new business owners struggle with. Reimherr told the community member there isn’t really a set dollar amount that businesses should expect to pay. Instead, he suggests experimenting with targeting to see where they get the best bang for their buck. 

“A couple pointers I can give you is to use PPC for less-engaged audiences and use CPM for higher-engaged audiences (i.e., Website Custom Audiences or Facebook fans, etc…),” Reimherr wrote. “The idea is that the higher-engaged audiences will be more likely to click, so you should get more clicks this way and are only paying the CPM price.” 

Another community member sought advice on how one should convert people who receive a marketing email but aren’t interested in the services being promoted into potential customers. Reimherr advised the community …

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Why You Should Start a Podcast in 2019

July 9, 2019


Podcasts are one new outlet that is providing businesses an excellent way to connect with their audiences. The popularity of podcasts is on the rise and continues to grow as time goes on. Research by The Infinite Dial found that there are 51 million podcast listeners in the U.S. This type of media isn’t going anywhere and continues to be a popular method to speak to audiences about different niche and industry topics. 

Podcasts can turn even the most mundane topics into interesting learning experiences that people want to know more about. This is just part of the reason they’re so effective for businesses and brands alike. Research shows that 15 percent of people in the U.S. listen to a podcast at least once a week. With its audience continuously growing, there’s plenty of room for your podcast to gain traction and reach success.

Among the  reasons you should consider starting a podcast in 2019, include:

  • Capturing your audience’s attention

  • Creating a personalized experience

  • Building and maintaining important network connections

  • Capitalizing on the monetary value

  • Positioning yourself as a leader in your industry

Here are some specifics on each reason.

1. You hold your audience’s attention longer

If you have a blog post that takes any longer than, say, 10 minutes for people to consume, it’s not likely they’ll continue reading all the way to the end. According to Salesforce, three percent of listeners will only listen to the beginning of a podcast, whereas 42 percent will listen all the way through. People like to digest easily consumable information and don’t like to dwell on one piece of text for too long, which is one of the reasons why listening to podcasts allows you to engage your audience for much longer periods of time.

People are used to having …

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