Tag Archives: marketing ideas

Are B2B marketers ready for mobile web marketing?

It’s definitely something they should consider, according to Doug Kessler of Velocity Partners, in a recent post on the topic at B2B Marketing Online.

We’ve been chatting about the power of mobile marketing for some time now, but for many B2C brands and companies, 2008 was really the year to break into mobile marketing, Doug says.

With faster networks, advanced devices with browsing capabilities and flat-rate data plans, mobile web marketing has been gaining tremendous ground.

“It’s not surprising that marketers are excited by all this. There are nearly four billion mobile devices in the world and each one spends all day, every day with its owner. This isn’t just a new medium, it’s a potential juggernaut that could one day dwarf the desktop web.”

He predicts that every B2B company will have a presence on the mobile web with at least one mobile website. Check out his five principles of positive mobile web experiences that have developed from early successes using the medium.

If you’re looking to put your business on the mobile map, you should also read this free eBook: Marketing your small business on the mobile Web. mobiThinking released the eBook last month, explaining how any business can and should get started on the mobile web.

Whether you’re marketing training products or software, mobile marketing is something you should seriously consider and start learning about now before finding out you’re lagging behind the curve.

Marketing your business on the mobile Web

Marketing your business on the mobile Web

Email marketing impacts more than online sales

Permission-based email marketing campaigns reach further than ecommerce transactions, having a greater impact on offline sales than once thought, according to a new email marketing survey.

The survey, by Epsilon Data Management, found that 67% of those polled said they purchased products offline as a direct result of receiving a commercial email.

The findings also revealed that 57% feel more positive about companies that send them email, and 40% indicated that email correspondence increases the likelihood that they will make a future purchase.

“A majority of people receiving emails sent by companies from which they purchase products/services admitted that their overall impression of the sending company is positively improved because of the email. This telling stat provides direct evidence that companies can develop and foster a positive image with even the most casual of customers by reaching out via email often remember email post-purchase.”

Email also helps to build company-consumer relationships, according to the survey. The number of people who enjoy recieving emails from companies in which they are registered has risen significantly in the past three years.

When asked, “I like receiving email from companies I’ve registered with: even if I don’t always read it, it’s good to know it will be there when I’m ready for it.” 84% of respondents gave a positive answer.

“Email is a vital link between marketer and consumer that can provide companies with rich information about their products and services. Email extends well beyond the boundaries of opens and clicks, and must be optimized and measured as an important part of the overall media mix.”

Read Epsilon’s full email branding study.

Fun with links: Customer service, HR marketing trends and how to stop ‘wigging out’

Once again, there’s too much in my giant list of blog post ideas to get around to one at a time. So, here’s some of the latest and greatest marketing advice on the web. Enjoy!

Cut customer service and you’ll lose customers. As straightforward as that idea may seem, some companies are testing the waters when trimming customer service and customers don’t appreciate it. Scott Anthony at Harvard Business is one of those customers dealing with more than one damaged customer relationship due to cuts in customer service.

Yesterday HR Marketer announced the release of their ninth installment of the “Trends in HR Marketing” series of research reports. The findings mirror what was found in previous reports based on surveys sent to HR suppliers. Internet marketing and online social media are playing an increasingly important role in the marketing mix of HR vendors and suppliers. Find out more and get your own copy of the report at the HR Marketer blog.

Times are tough these days and everyone seems to be feeling the effects of the economic situation we’re in. Though the news may be bad, it doesn’t mean your attitude has to be as crummy as the headlines. Use a few of these tips on how to get away from “stinking thinking” and put yourself in a better mood, courtesy of the folks at Conversation Agent.

Paul Williams at MarketingProfs Daily Fix recently asked readers for their expert marketing advice on how to help his struggling business, simplifying the task by pretending the business was a lemonade stand. Advice came pouring in, “ranging from conservative to far out.” Read all of the comments and discover some new ideas to help your business in our down economy.

Have you been worried about the recent request by Postmaster General John Potter that Congress allow the U.S. Postal Service to cut mail service to five days a week to reduce costs? While it may save the USPS money, many marketers and publishers are worried about how the cutbacks will affect business. Read more about their plans at BtoB Magazine.

What is the long-term value of customer loyalty?

It’s a well-known fact that the cost of keeping an existing customer is much less than trying to attract a new one. Still, many businesses refuse to listen.

Businesses that don’t understand the long-term value of customer loyalty tend to spend incredible amounts of money on marketing and advertising to attract new customers, while neglecting their existing customer base.

Especially when your business is going through tough times, focusing your efforts on existing customers is critical to your success.

It is consistently found that 60% to 80% of a business’ lost customers are either ‘very satisfied’ or simply ‘satisfied’ right before they take their loyalty elsewhere, according to a recent Business Week Tip.

Here’s how Richard D. Hanks, Tip author and president of Mindshare Technologies, differentiates between a ‘satisfied’ and ‘loyal’ customer:

Satisfied Customers

  • Focus on price
  • Shop around for bargains
  • Run to a competitor if you mess up
  • Don’t provide critical word-of-mouth advertising
  • Buy less and test your competitor’s products and services
  • Are easily lured away by competition

Loyal Customers

  • Focus on value
  • Reward you with loyal patronage
  • Are forgiving of an occasional slip-up
  • Shout your praises and recommend you to their friends
  • Buy more and sample across product and service lines
  • Are resistant to competition

Hank’s advice on customer loyalty: “Since drivers of loyalty are different across industries, I suggest you invest the resources to determine which parts of your product service mix are the key drivers of loyalty for your business.”

How does your company work to improve customer loyalty? What advice do you have for businesses looking to attract new customers while trying to still focus on existing customer loyalty?

A vitamin a day does a business good

We’re all tired of hearing about how bad business is, how bad it’s going to be and how we all wish it could be how it used to, because none of those conversations work to get anything accomplished. My Creative Team agrees:

Don’t just sit there in a funk. The media news may be gloomy but you don’t have to succumb. Be proactive.

They recently put together a new iPaper full of 50 One-A-Day Marketing Vitamins your business can start implementing today.

These are just a few of our favorite marketing ideas:

  • Send handwritten notes to your best customers, thanking them for the part they have played in your success.
  • Solicit customer feedback. Call a customer at random just to thank him for the business he has given you, and ask how his business is going. Then, listen.
  • Gather competitors’ ads and literature to see what they are promoting, and how they are approaching their target market.
  • Find an example of where you knocked it out of the park for a client and then write a case study about it.
  • Conduct a free seminar for your target audience on your area of expertise.

For more great marketing ideas, take a look for yourself:

Tying sales and marketing together with technology

If you’re a marketer in search of a better way to tie your sales and marketing efforts together and have five minutes to spare, watch this video.

The video is from BNET’s Selling Power Daily Report, a series of online videos tailored for the busiest of business professionals.

In this video, Joan Kratz, senior vice president of marketing at Premiere Global, explains how technology has proven to be more effective than direct mail when it comes to prospecting and lead generation.

Only five minutes long and worth the watch. I would have embedded it directly into this blog, but WordPress isn’t accepting it. So, head on over to BNET and watch Technology Enabled Marketing.

Growing your fan base on Twitter: What not to do

Using Twitter for business has proven to be a valuable tool for many companies, but like any growing media, the rules are still developing and constantly changing.

In a recent post at Mashable, blogger Atherton Bartleby compares the interaction between people on Twitter to that of a fabulous party:

“We’ve all been there: You’re at a party hosted by that one fabulous friend, and populated with the best of your mutual circle of friends. The atmosphere is almost carbonated with excitement; the guests’ personalities flawlessly compliment each other; and the conversations that abound are infused with intelligence, caustic wit, and a wide variety of knowledge that ensures the complete absence of any pregnant, awkward pauses. Then, it happens: someone appears who just doesn’t…fit.”

A similar situation occurs on Twitter when someone starts following you and doesn’t fit into the conversation. “This is the person whose follow on Twitter you simply cannot bring yourself to return,” and what Bartleby calls the “follow fail.”

If you would like to grow the number of followers you have on Twitter and get Bartelby to start following you too, here are a few pointers from his list of top reasons why he doesn’t follow some people in return:

  • No user avatar. You may think that tiny 48 x 48 pixel avatar is insignificant, but it may have a lot to do with whether people choose to follow you or not. Create an avatar that is either a personalized photograph or reflective of your brand to help users associate your Twitter account with your company.
  • You profile is lacking. Take a minute or two to make sure your Twitter profile includes your location, website and a short bio. Remember, you want people to follow you – so explain why they should.
  • It’s all about you. By using Twitter, you hope to increase awareness of your brand to drive more people to your site to buy your stuff, but you don’t have to make it so obvious. Show that your account is worthy of followers by sharing valuable content, not just product updates.
  • You’re not engaging. Engage and interact with the people who are following you. “They aren’t called ‘social’ networking and ‘social’ media for nothing.

And that’s not even the half of it … read more Twitter tips here.

Like any other aspect of your business, Twitter should be used to create value for your followers. Twitter has the potential to improve your business if you work to engage the people in your network, start interesting conversations and share valuable information.