If You Think it’s All about the Numbers, Think Again
Ever think about what you could be doing to get closer to your customers? Well these days relationship marketing has turned successful digital campaigns into more than just number analysis. Obviously we here at Transmyt still value metrics, such as hits, click-throughs, and conversion studies. Nonetheless, we find that quality over quantity is what drives customers to keep coming back for more.
Fill the need and they will come (and then come back again)
Consumers spend 40% of their time online communicating, so it’s important to drive some of that traffic to your web site. Do this by using your digital communications to fill a void for your audience, so that they will come back over and over again. Don’t just have them visiting to get a hold of your telephone number and e-mail address, but find out what problem they need solved and then solve it! Do this by introducing polls, online feedback forms, and surveys so that they want to bookmark you as an all time favorite.
Entice them with a quick snack
Contrary to popular belief, snack time is not just for children. The era of the lengthy newsletter is fading. Your readers are after bites of information, also referred to as “snacking.” Brief paragraphs, photos, and even video content are the best ways to keep your audience opening and clicking through your emails, to keep up with your company. Build media rich content with a mix of topics that will keep all of your readers interested. Really give them something they can sink their teeth into.
Get them buzzing about you
Put those advertising budgets away. Word-of-mouth is the easiest way to gain new customers, and we all know that the best way to get people buzzing is to dazzle them with your services. Give your customers plenty of good reasons and special incentives to refer you and to talk up your business to their personal network. Keep tabs on your popularity through internet tracking tools such as Google Alerts or Twitter.
Tell your peeps first and watch the word spread
Launching a new web site? Adding a cool new blog? Upgrading your products or services? Make sure to tell your existing clients first. They are your biggest fans and will be the first to appreciate this new offering of information. Use newsletters, special offers, or mailings to peak their interest, and then follow your metrics to track how you are faring with potential new customers. Do this by using special promotion codes and sending users to designated promotional landing pages, for example.
Don’t appeal to all of the masses, appeal to YOUR masses
Branding powerhouse Coca-Cola has created a virtual community online at www.mycoke.com, where the young and young at hear can virtually become Olympic athletes, artists, download videos and redeem rewards. While bringing in new clients is certainly important, it should be tackled from a different angle than what your existing customers receive. Keep up with new trends and new markets by tuning into what they read, their culture, and values so that you can plug directly into them.
Remember, don’t just look at the numbers; look at the bigger picture. Are you receiving contact form submissions? Are prospective clients responding to you directly? When was the last time you were complimented on your email marketing campaign or social marketing tools? Scoping out this feedback is just as important as analyzing the numbers.
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