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Is Your Data Resonating with Customers?

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Data Analysis Indicates Fact Facts And AnalyseWhen you’re running a business in today’s fast-paced world, how you use and store company and customer data goes far in determining just how successful your brand will be.

Not only do you need data that is up to date and valuable to both your company and your customers, but it also needs to be protected from the ever-growing number of hackers. With more of these criminals seemingly on the attack these days, companies can never be too careful and shielding themselves and customers from potential breaches.

With that in mind, look at the data you currently store and determine several factors in order to stand out from the competition.

When you have a business data center that provides you with current customer information in an easy-to-access setting, you are equal to or even one step ahead of the competition.

Data Delivers Details

To begin with, make sure everyone associated with your business truly understands why your customer data is so critical to the company’s success.

Remind employees that customer data gives your business:

  • A better idea of who the customer is;
  • What their income level is;
  • A glimpse into the products or services they may be interested in purchasing from you;
  • What their shopping history is.

With that information in front of you and your team, your company can then proceed with the necessary marketing campaigns to increase sales.

Start by identifying who the customer truly is.

Are they male or female? Are they in their childhood or teen years, 20’s, 30’s, 40’s, 50’s, 60’s or even older? Are they still living at home or are they out on their own? Are they typically purchasing goods and services just for themselves or others?

Customer Incomes Prove Informative

The next area of interest is their projected income level.

Are your customers poor, middle class or doing very well for themselves? Do they have minimal money to spend or can they shop regularly without too many financial restrictions?

For the former group, use the data you have on them and provide them with savings opportunities. Such possibilities include things like rewards cards, coupons, special deals at different times of the years (holidays etc.). While you may think that selling to such consumers at lower prices is not cost-productive to you, these individuals are more likely to keep coming back to you for business, ultimately leading to more sales.

Whether you offer a single product or service or myriad of options, knowing what many of your customers are oftentimes looking for allows you to keep such items well stocked.

For example, if you run a seasonal business, you have to be sure you make up for the slower times of the year.

Trying to sell pool equipment in the wintertime in Buffalo can be quite the challenge. That said it certainly does not mean you have to shut your business down for months at a time until the weather improves.

Survey your customers on what pool or outdoor related items and services they are most interested in. Outdoor pools in colder regions of the country need to be covered in the wintertime, plus you may also have some customers who are fortunate to have indoor pools. Lastly, some or many of your same pool customers could have Jacuzzi’s, something that can be used year-round.

The best way to get such details is by regularly talking to your customers (in-person, over the phone, emails, surveys) etc. and using such data to increase your selling opportunities.

You can also offer them special wintertime deals for the coming pool season, deals that will get them in a buying mood during the slower months.

Know the History

Finally, knowing and understanding customer histories when it comes to browsing and ultimately purchasing is truly valuable.

Face it; many consumers do in fact change their buying habits over time. As a result, you need to be able to adapt to such changes.

While the data you have on customers from the last year or so is certainly valuable, it can’t with 100 percent accuracy pinpoint when and how much of an item or service customers will demand tomorrow, next month, or even next year.

Use the accumulated data as a window in a customer’s buying habits, but always plan on updating it accordingly.

Given the fact that there appears to be no end in sight to the mounds of data out there on consumer buying habits, the key is to make sure you compile it, use it to your advantage, and ultimately make it resonate with customers looking to your brand as the first choice.

Photo credit: BigStockPhoto.com

About the Author: Dave Thomas covers business and technology topics on the web.

 

 

Don’t Be a Stranger in Promoting Your Brand

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Leads To Sales ConversionWhat makes your brand stand out from the competition?

For some business owners, their products and/or services, customer service, pricing structure and more make the difference between a sale and not getting one.

No matter where you stand in securing more business, promoting your brand is crucial, especially in today’s competitive marketplace. Simply put, giving your brand the TLC it needs and deserves is more important than ever.

With that in mind, what are some ways you can make your brand stand out in 2016 and far beyond that?

Marketing Your Brand As Important As Ever

For starters, your brand needs constant and relevant attention, not the occasional marketing effort that unfortunately becomes all too commonplace for many business owners.

Whether it is due to budgetary constraints, limited time and effort available to properly market their brands or a lack of marketing expertise, too many brands do not get the full attention needed to be successful. As a result, the brands suffer from a lack of exposure, something that can be damaging to many businesses.

In order to properly spread the word regarding your brand, make sure you remember that:

  • Signs do matter – While you may think everyone in town and those who are passing by know about your business, the proper signage proves a great marketing vehicle for your brand. Whether you use mega led sign or another signage option, such information is crucial to directing consumers to your products and services, especially potential customers. With the right mega light emitting diodes (LED), your business can distance itself from competitors. Make sure your sign has custom content, is big and bright enough to grab consumer eyes, and is properly positioned for maximum attention;
  • Marketing must be continuous – Doing marketing tricks here and there will do little to promote and sustain your brand. Yes, your marketing budget might be tight at times, but don’t hesitate to move some funds around, giving marketing the added resources necessary to be successful. While your traditional marketing means have hopefully made a difference, have you done much in recent years with mobile marketing? If not, consider 2016 the year that you change your approach and become more mobile. As various reports show, mobile marketing is only expected to grow in the years to come, something you should definitely consider being a part of. If you don’t have the time and/resources to mount a serious mobile marketing approach this year and beyond, consider outsourcing those needs;
  • Happy customers are priceless – Never forget just how important happy customers are to your bottom line. When a customer leaves your store, completes an online purchase with you etc. you want to make sure there is a very good chance they will be coming back to you for more business. In doing so, they are more likely to tell those they know about you, their level of satisfaction with the product or service purchased, and their overall customer service experience. When you hit home runs in all of these areas, these customers will essentially be doing your marketing and advertising needs for free.

While there are other keys to successfully promoting your brand, having proper and effective signage, continual marketing, and happy customers are three great ways to increase the odds your business and your revenue stream continue to grow.

Photo credit: BigStockPhoto.com

About the Author: Dave Thomas covers marketing topics on the web.

Is Multi-Channel Marketing the Right Call?

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remember your goals - handwriting on a napkin with a cup of epsrAre you using multi-channel marketing to promote your brand?

When it comes to business success, getting the right message in front of the right people is the name of the game. Multi-channel marketing is an effective tool for doing just that.

So just what is multi-channel marketing and why do you need it in your business?

What Is Multi Channel Marketing?

Multi-channel marketing is, quite simply, a marketing effort that encompasses more than one channel.

These channels might include:

  • Your website;
  • Social media profiles;
  • Email campaigns;
  • An SMS marketing list;
  • A physical premises;
  • Printed materials such as flyers and brochures;
  • A TV or radio campaign.

While you won’t necessarily use every channel all the time (and some channels won’t fit your business or specific campaign), incorporating more than one channel into your marketing efforts is a good idea.

Multi-Channel Marketing Creates Choice

At its heart, multi-channel marketing works because it creates choice for your customers.

Each of your customers has a preferred way, or combination of ways, or connecting with your business.

For example, they might prefer to find all the information they need online, but then hop on a call for further info.

Some will be happy to make enquiries by email, but would like to receive a printed brochure, or talk to someone face to face when they’re ready to purchase. Some will almost exclusively use mobile, and so on.

When you use multi-channel marketing, you give your customers the choice to connect with your business in the way that best suits them. That means more customers will reach out to you and ultimately buy from you.

Multi-Channel Marketing Gives You A Broader Reach

Your customers are in different places at different times. Some are browsing the web, some are specifically using social media to find brands, and some are out and about on their mobiles.

As the article “Spread the Word: Best Practices for an Effective Multichannel Marketing Effort” says, one of the best advantages of multi-channel marketing is that it ensures that your business is in a place where your customers are.

Multi-channel marketing means that wherever your customers go looking for businesses like yours, or looking to connect with your business, there you are.

For example, you might have customers on social media who haven’t found your website. Or your brochure might get picked up by someone who hasn’t found you on social media yet.

This broader reach means your brand and message will be seen by more customers.

Using Channels to Strengthen Each Other

When you use multi-channel marketing, you can use each channel to bolster the others.

Say you’re running a special offer for SMS subscribers. With multi-channel marketing, you can reach out to your followers on social media and promote the offer there, too. When they sign up, your SMS subscriber list will get a valuable boost.

Or perhaps you want to get more social media followers.

You can add QR codes to printed materials, links into SMS messages, or special announcements in email blasts, to show your customers what they’ll gain from liking and following you on social media.

If you want to reach as many customers as possible and empower them to connect with your business in the way that best suits them, multi-channel marketing is the way to go.

Photo credit: BigStockPhoto.com

About the Author: Tristan Anwyn writes on a variety of topics including social media, how to build customer relationships, content marketing and how to use multi-channel marketing in your business

Is Your Association Providing the Personal Touch?

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Shaking HandsPersonalization is the key to many marketing campaigns today, especially if you’re newer to the business scene and looking to make inroads.

For organizations that don’t offer a product, they may not see the benefits of personalization. However, associations in all industries can utilize personalization to create a more satisfying experience for their members.

Members join associations for all kinds of reasons.

Some use them to leverage connections or to enhance their own image. They may be looking to network or to gain more industry experience.

Your association can find unique ways of interacting with members based on those reasons and on the unique needs they have.

Go Beyond Basic Personalization

As the article, “Why Personalization is so Vital to Your Association” says, many organizations use a basic form of personalization without tapping into the more advanced options. The article discusses using the individual’s name in correspondence, but you can do so much more.

Associations often attract members from various levels.

For example, in an industry association, members may consist of experienced professionals as well as those just starting out. The information a beginner is looking for is going to be different than what an expert in the field needs.

With modern technology tools, it is possible to show custom content to each user. As a result, you can create content that caters to various types of members.

Filtering for Information

Another method of personalization begins with filtering your members based on specific criteria.

Put them in groups with certain groups receiving information or other tools that benefit them. Create opportunities for networking based on their interests.

You can offer courses or send out special invitations based on the various needs of your members.

Instead of waiting to accumulate data over time, most associations have immediate access to more information than the average business that is trying to sell a product or service.

Just by joining your association, you can ascertain certain facts about your members. You will also most likely have them fill out a form that provides you with even more details.

Benefits of Personalization

Personalization benefits you as much as it does your members.

Instead of offering random or generalized information or opportunities, you create custom options that are geared toward a specific group or person.

This degree of personalization creates a more positive interaction between you and the member. They will be more likely to stay with your association and will be more active.

In addition, you will spend less time and money sending out general content to everyone.

Because you have a target audience and are more specific in your approach, you will see better results.

Personalization is not just for businesses in the retail industry.

Every organization can benefit by personal interaction with their members.

Take your association to the next level and discover that your members are getting what they need when you make your interactions with them more personal and satisfying.

Begin today finding out how you can get personal with your members.

Photo credit: BigStockPhoto.com

About the Author: Joyce Morse is an author who writes on a variety of topics, including finance and the business world.

Swing for the Fences with Gated Content

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The word ShareFunneling gated content into your websites is the lifeblood of your business.

When you have a sufficient stream of content flowing through your company’s site, you could have a guaranteed steady flow of customers.

If you want that circulation to continue, you must keep a steady stream of content behind the gates.

Uber active websites with daily and hourly content will build a devoted viewership base that will grow exponentially, while websites with dribbles of articles will plateau at a certain level and eventually wither away.

Here are some top tips on how to get more relevant content centered on your business:

  1. Recruit a Few Dedicated Writers for Your WebsiteYou don’t have to hire a full-time staff writer for 40 hours a week. You don’t even have to find writers and hire them directly. One of the best ways to keep gated content streaming on your website is to hire a marketing agency. Marketing agencies hire freelance writers for you, come up with the topics for them to write about, and bundle it all up in a neat little package that you don’t even have to publish yourself. With a marketing agency and dedicated writers behind you, your pool of gated content will overflow. As the following article looks at, here are 3 more of the4 simple ways to increase your amount of gated content.
  2. Center Content on Customers’ DesiresYour customers always know what they want. To build content and keep your customers happy, center content on their desires. Of course, to do that, you have to actually find out what they want. You can do this with surveys, opinion panels, behavior tracking and analysis and more. Their desires and wants are a wealth of information on what type of content should be published. Emails and comments that they give you either directly or on your business social media pages are clues telling you what your customers want. You can learn what they aren’t getting or understanding, what needs to be better iterated, and what they are interested in getting from your company.

    Watch What Other Websites Are Doing

    Pay attention and observe what other popular websites are doing. What are they publishing, which pages are getting more comments, what’s making them gain page views and comments, and what premium content are they selling? If a website is getting attention while yours is not, spot the key differences and make the change. Grab your market share.

    4. Share the Load

    Your premium content doesn’t all have to be from you. Consider partnering with a non-competing website. Offer to link-back to their site in return for content that doesn’t require a lot of man hours; video interviews, podcasts, and such. This media rich environment for premium content will give your readers value and give you a much needed break from content creation.

    In the end, your gated content has to deliver on your promise to your customers.

Make sure your content enhances your reputation by following these tips.

Photo credit: BigStockPhoto.com

About the Author: Kate Supino writes extensively about marketing and best business practices.

 

Businesses That Market Efficiently Typically Come Out Winners

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Conversion Funnel - Leads To SalesWhat are you doing to market your brand?

In the event you have trouble answering that question, your business could already be in trouble. Those who fail to properly market their brands end up oftentimes on the outside looking in when it comes to being successful business owners.

Think about it; today’s consumers have a wide-range of products and services to choose from, both in-person and by shopping online. If you’re failing at getting your brand noticed, you stand a very good chance of getting passed over by the consumer, with him or her going to your competition.

So, how can you best spread the word about your brand?

Market Regularly and Effectively

In order to properly market your brand in 2015 and beyond, keep the following in mind:

  • Have a purpose – Whether you are marketing home furnishings, real estate, entertainment systems for the home, insurance or any number of products or services; make sure you market with a purpose. Having a purpose means making sure you know your demographics and the message you want to send them. It could be anything from get satellite tv service at this site to buy the cheapest auto insurance and still get the best coverage. If you’re marketing home entertainment, you could market to a wide array of people. On the other hand, you’re less likely to market auto insurance to elderly drivers who likely have a policy they’ve been with for years;
  • Don’t Be a Pest – One quick way to turn off both current and potential customers is by being a pest. While you’re undoubtedly looking for sales, don’t come across as too sales hungry. Most consumers don’t want to feel like you’re reaching into their pockets all the time for more money. One way to offset this is by offering stellar customer service and truly “listening” to what the customer wants. When you offer good products and services and actually hear what the customer wants, you won’t always come across as that guy or gal who is always bothering them;
  • Get More Mobile – Especially with the holiday’s right around the corner, your brand’s mobility truly does matter. With mobile marketing continuing to grow in popularity, offering your current and potential customers deals and special holiday shopping specials can be a boon for your business. That said keep the mobile marketing non-intrusive, meaning make sure the consumer signs-off on you contacting them;
  • Be Able to Adapt – Finally, effective marketing also includes being able to adapt to changes in the market. Customer needs and wants will change, so you have to too. When you have a product or services that adapts with the changing times, you are much more likely to have a brand that customers will desire, so go with the flow.

If your brand has been in neutral recently, get to marketing it more efficiently and see your revenue stream more than likely increase.

Photo credit: BigStockPhoto.com

About the Author: John Peters covers the world of marketing on the web.