For every marketing problem, a trend reveals the solution. So if you’ve been stuck on a snag for a while now, identify which aspects of a solid marketing plan you’ve been ignoring. Here, we’ll discuss precisely what problems are solved through email marketing, optimized design, and data analysis – and just how effective these tools can be.
1. The problem: No repeat exposure
Most sales experts advise sellers to not give up after the first pitch – even if that pitch is rejected. In fact, it would be foolish to quit that early, considering studies that show several attempts are usually needed to close a sale. As the world becomes more and more saturated with information and distractions, that magic number is rising. So how can you ever hope to gain customers when they visit your website once and never return?
The solution: Email marketing
Email marketing is the obvious solution to having no repeat exposures. The not-so-obvious part is actually convincing people to sign up for your email list. That’s where incentives and pain points come in.
There is a reason email marketing has become such a center-stage trend over the past few years. Email inboxes are the new mailboxes – most consumers check them daily. And while some predict it will be obsolete in the future, email is still the top way to get in touch with your audience online. Those who willingly subscribe to your email list are identifying themselves as leads. Thus you are eliminating a tough part of your job by simply displaying an opt-in box on your homepage.
Once you have your email list started, it’s time to get specific. According to GetAmplify, triggered emails have a 152% higher click-through rate than regular emails, and 50% higher open rates. This is a huge indicator that your subject lines need to target certain portions of your email list. For example, you can select everyone who purchased one product and send them a relevant follow-up email. Personalize the message so that it matters to the reader.
2. The problem: Plain old disinterest
Do you have decent traffic, an email list, and a good chunk of relevant followers, but all you’re hearing is crickets? Then what you need isn’t more exposure, it’s a more compelling presentation.
The solution: Content and design
The problem may not be your products/services themselves, but simply your presentation. Consider yourself fortunate, as this is a much easier fix than if your offer truly had no market value. Your content and design quality may be the only thing preventing audience interest.
There’s a reason certain content and design trends have taken off in the past few years. Large subscribe buttons, bold colors, and inviting copy lead to more conversions. Landing pages with videos or images of expressive people (e.g. smiling people, people gesturing toward the sign-up box) have been shown to increase conversions.
Most online consumers are savvy to these nuances. One study showed that well-designed websites won the trust of consumers, while poor design caused consumers to distrust brands and assume the worst.
3. The problem: Wrong audience
This problem can easily be confused with #2. However, the difference is that #2’s audience should be responding, while someone with the wrong demographic will never get the ideal response.
The solution: Data Tracking
We have more opportunities to measure and analyze data than ever before. There are so many metrics you can track, it’s hard to determine where to start and what’s worth your time. So what are the bare minimums? To start, leads, conversions, and channel outputs are important to observe. Without this foundational knowledge, you’re just feeling around in the dark.
They key is to go deeper and really get to know your audience and their genuine interests. You not only want to track sales, but routes that brought the sale. Which links are being clicked the most? By who exactly? Do different platforms do better for certain demographics? Which email subject lines and blog posts get the most views and opens? The more of these questions you can answer, the more detailed your consumer profile becomes.
Fortunately there are countless tools to help with data, like Cyfe, which helps you track social media, web, and email data. Tableau is an app that allows you to visualize data and test hunches in minutes. Browse around and try out business metrics tools until you feel comfortable with one.