#marketingstrategy101

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The Most Successful Marketing Strategies to Get Customers to Buy Your Product

The average person gets inundated with marketing messages from the moment they open their eyes in the morning until they go to bed at night. Digital advertising has nearly taken over every aspect of our waking hours. Not only do companies send emails and advertise on social media, but consumers also see ads on television, hear spots on the radio and get snail mail advertising. Being heard amidst the cacophony of noise requires using the most effective marketing strategies available. It isn't easy to stand out from the competition in the 21st century. Back in the 1970s, people saw an average of 500 ads per day. That number increased tenfold in the last five decades, with numbers reaching around 5,000 ad impressions per day per person. It's little wonder people tune some of that out. Reaching consumers is harder than ever before and requires creativity and determination. Fortunately, there are some proven marketing strategies that still work. Here are eight of the most successful approaches, including the best methods for email marketing strategy. Pick and choose the ones that work best for a particular type of business and mix in unique experiments for the best results.

1. Provide a Free Trial

A free trial period lets users try out a product or service without obligation. In a 15-month analysis of 1,200 subscription-based sites, Recurly found that 60% of free trials converted to paid subscriptions. If a business offers a service, then a no-obligation trial may convince users to give them a try.

Image via MarketingCharts.com When you make this offer, keep the trial period as short as possible. The user needs to figure out if the service is beneficial to them. Once they realize that it is, it's time to subscribe. Lengthy trial periods may invite users who only want something for free rather than a paid service.

2. Offer Rebates

Rebate marketing is still highly effective in attracting and keeping customers. The Promotion Marketing Association estimates that over 75% of customers are more likely to buy when offered a rebate. Another 55% seek out rebates when shopping. This is one of the lower-risk marketing strategies out there because it costs a company nothing to offer the rebate. It also tends to cost less in the long run, because the consumer doesn't get an instant discount but must instead send in paperwork to redeem the offer. Many will forget about the reward or get busy and not redeem the refund. Menard's is a midwestern lumber and hardware store. They offer rebates as a way to draw customers into their stores. However, to claim the rebates, the person must mail in the request. The rebate also comes in the form of store credit, encouraging customers to buy again and again.

3. Start the Clock Ticking

If an organization offers the same discount all the time, people may hesitate before buying from that brand. If people stop on a landing page but don't convert into customers, then starting a time-based offer may push those people toward becoming customers. Global cart abandonment rates stand at 75% overall. So what are the reasons why someone puts an item into a shopping cart and then leaves a site without making a purchase? While the explanation may be as simple as deciding to wait, it may also be much more complex. One way of encouraging users to go ahead and follow through with the sale is by offering a limited time to get a special discount, free shipping or other perk. Smile Direct Club uses the limited time offer approach to get people to order their impression kit immediately. They know that once someone goes through the process of impressions, they are much more likely to order the aligners. The offer varies, and if someone signs up for an account, they may email additional offers.

Image via Smile Direct Club

4. Give Away Free Gifts

Giving out promotional gifts is a marketing tactic as old as time. The key is finding something of value to the target audience. Passing out fans at the local fair works well for a heating and cooling company, but not so great for a local restaurant. Make sure the gift offered relates back to the company's products or services. Free items tap into the psychology that makes consumers want to reciprocate the offer. People love to get free items, and freebies even get people in the habit of buying something they normally wouldn't. One example is Costco's model, where they give out free food samples. The goal? Convincing people that Costco is a fun place to visit and also allowing them to try new products they may decide they love. Smaller companies benefit even more from sampling than larger stores do. Research by Brigham Young University uncovered that sampling creates more sustained sales and higher profits than endcap displays.

5. Use Action Words

More successful campaigns are achievable simply by choosing different wording. Action words drive users to make a purchase by working both on a practical and subliminal level. In a study of 330,000 CTAs, HubSpot looked at which types performed best. CTAs adapted to individual visitors performed 202% better than basic CTAs. Effective CTAs use action words that drive movement from the landing page on into the sales funnel. By utilizing visitor data, websites can serve personalized CTAs with offers and words that target each buyer type. CTAs are a vital part of marketing strategy because they drive the action the user takes. Marketers should use CTAs on websites as well as online ads.

6. Limit the Number Available

Scarcity marketing is an effective way to sell items quickly. Create a sense of urgency in the public by only offering a certain amount of a product or service. By limiting what is available, people have a fear of missing out (FOMO) and may go ahead and sign up so they don't get left out of the loop. Groupon's model is a good example of scarcity marketing because they list how many of an item is left or place a time limit on the offer. As the numbers tick down, users want to get in on a great deal. If they're even slightly interested in the product, they'll add it to their cart. Groupon then reminds them there are only a few left or a few minutes left, further encouraging users to complete the purchase. The scarcity model works best with items already in high demand. If marketers point out that many have sold and now the item is scarce, it will perform better if they state there were only a few made to start with. Phrase the offer along the lines of, "Due to popular demand, only X number remain."

7. Time Email Offers Correctly

Image via Unsplash According to eMarketer, there is an average open rate of 19.6% for emails sent in North America. The click rate is around 2.3%. The open rate varies by industry and season, but there are some things marketers can do to increase the likelihood their emails get read. For example, sending an email at a time of day when people are more likely to open it can improve click-through rates instantly. In an analysis of 30 billion emails sent throughout 2019, researchers found there is no best day to send an email. Instead, it varies depending upon the industry and the particular audience. Marketers must conduct A/B testing and study open rate trends to find the best day for each unique business. Pay attention to both open rates and unsubscribe rates. Sending an email on a busy weekday might even result in numerous unsubscribes. Boosting your open rate won't help much if people only open the email to stop receiving it. Study all the trends and figure out which day works best.

8. Get Customers Involved

Every marketer seeks the viral campaign. However, the harder a company tries to force a viral post, the less likely it is that they'll ever have one. Instead, focus on building a base of customers who are raving fans of the brand. Think of them as brand ambassadors. There are many ways to get other people involved and promoting a product or service via word of mouth. Host a contest where the best social media post or the post with the most likes and shares wins a prize. Ask those who already love the product to share why they love it and use a special hashtag. Invest in influencers to talk up the company and reach a specific target audience. Examples of this type of participation marketing are seen in campaigns such as "Share a Coke," where the company encouraged people to upload snapshots using soda bottles with people's names or descriptive characteristics in interesting shots. Other big companies such as Tom's and Starbucks have also used participation marketing to increase brand name recognition or get the word out about a new product.

Try Different Approaches

The blueprint to successful marketing strategies is trying different methods until you hit on the ones that work with a specific audience. Experiment with new ideas and track how effective they are. Get rid of what doesn't work and keep what does. Over time, a solid marketing strategy develops and takes a company from ordinary to extraordinary. Read the full article

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The Marketing Funnel Explained

The infamous marketing funnel is a visual representation of the way in which businesses turn prospects into customers.  The funnel exhibits, from a marketing perspective, the journey from capturing the attention of your potential customer to nurturing their attention to turning that into a conversion.  Unfortunately, it’s not the marketing circle, and the narrowing of the funnel is representative of the journey; not all leads will turn into customers, much as we would like them to!  That being said, the funnel does break down the stages by which we can ensure that as many leads as possible turn to purchases. 

The stages of the marketing funnel

It’s likely that everyone you ask will have a slightly different interpretation of the individual stages of the funnel. However, there are overarching concepts of each stage that seem to be universally accepted by all who reference the beloved funnel.  Source: Track Maven 

Put simply, we can break the funnel into three main stages: The top of the funnel - lead generation i.e. brand awareness  The middle of the funnel - lead nurturing i.e. gaining interest and further consideration The bottom of the funnel -  purchase i.e. securing the intent & driving sales Though it appears simple, there are numerous challenges that every business will face even when they have this funnel in place. So it’s worth knowing that for each stage there are best practices that will help you achieve the optimum result.  Recommended: Marketing Funnels and Customer Journey Maps: Two Buzzwords You Need to Know Let’s dive in! 

Top of the funnel - lead generation 

Think of the top of the funnel as a clean slate; your chance to reveal your brand to a world of people who don’t yet know who you are or what you do.  And this process of revealing yourself, if done correctly, will result in the generation of leads.  When it comes to generating leads, brands will typically try to assert themselves as authoritative, trustworthy and worth paying attention to. The idea is to claim space in the relevant market - a move which lends itself naturally to content marketing.  Recent studies have found that 87% of shoppers now begin their search on digital platforms, so exhibiting the right content is crucial to lead generation. There are many options available for getting your content out into the world including, but certainly not limited to, the following… Webinars Partnerships with other brands Advertising  Direct mail  Social media  The list really does go on.  Your top of the funnel content should be informative - remember, people don’t know who you are or what you’re selling, and this is your opportunity to tell them.  Aside from introducing your brand, this is the time to make your content benefit focussed - we will see later that as we move down the funnel, it becomes more effective to press on the pain points of your customers rather than merely showing them the benefits of your product.  But at this stage, your content should answer questions like: What product are you offering?  Who are you offering your product to? What sort of brand are you?  What are your company values?  If the answers to these questions are in line with your potential leads, then you will carry them through to the next stage of the funnel. Think of it a little like a first date… impressions really are everything! 

Middle of the funnel - lead nurturing

So, now people know a little more about who you are and what you’ve got to offer, you need to get them hooked.  You’re on your second date now, and this is your chance to show why there should be a third!  Your middle of the funnel content should give people a chance to learn more about your brand, particularly in terms of what it might look like to be your customer.  These are people who like what they have seen and want to know more about your product or service so you will want your content to answer the following sort of questions… What products do you have on offer? What can I expect from you once I become your customer? Will I be receiving regular emails? Are there any benefits to being your customer I should be aware of? What kind of quality are your products? What do other customers say about your brand? Having an awareness of the types of questions your audience might be asking at this point will be hugely helpful - particularly when you’re creating the targeted content that is necessary at this stage in the marketing process.  This is your opportunity to start developing a rapport with your audience members with things like targeted newsletters, classes or testimonials. Any means by which you can give an insight as to what it’s like to be your customer will be of high value when it comes to lead nurturing.  You may also want to start incorporating threat avoidance techniques in your content at this stage.  As we mentioned earlier, and according to Ad Espresso, beyond brand awareness there is often minimal value in merely showcasing the benefits of your service. Instead, you can present your audience with a problem to which your brand is the solution.  Even something as simple as the following: “Are you suffering from dry hands as a result of frequent hand-washing?”  This presents a clear problem to your audience to which you can then market your luxury hand cream as the answer!   Genius, right?  And those who you lead through to the final stage of the funnel will be those who are choosing to engage with your brand based on what you can offer them.  Recommended: The Best Ways to Improve B2B Sales Funnel with Email Campaigns

Bottom of the funnel - customer acquisition 

So, you’re at the bottom of your funnel and your most engaged leads are right there with you.  At this point, those leads will start to consider purchasing and you will need to up the ante.  This content should be aimed at giving potential customers a final push and easing any concerns that might be preventing them from converting. Options might include... Automated emails i.e. abandoned cart/browse  Free samples or free trials  Case studies  Highly targeted content  Discounts for first-time buyers or new sign-ups  Remember, your customers are making their final evaluations so offering them a little incentive is never a bad idea.  Likewise, by ensuring that your content is highly targeted you will be able to appease any hesitation.  It is at this stage of the funnel that you will likely see the ad copy that asks “hey, did you forget something?” or not-so-subtly reminds you that “we noticed you looked at this item for a while and we’re a little low on stock… we’d hate for you to miss out”.  On the other side of things, the top of the funnel content should be directed at those customers that you have already secured and from whom you’re wishing to expand.  So you might want to think about offering a refer a friend discount or encouraging people to leave a review, or upselling your latest range of products to someone who has recently purchased. The possibilities are truly endless but if you’re struggling for inspiration, take a look at your favourite brands or some new companies that you’ve found recently.  Making a note of the way that you are targeted at different stages of your user journey is invaluable.  What makes you subscribe to mailing lists? What makes you leave a website?  Ask yourself the questions that you want to ask your customers, and know that it’s likely they think similarly to you.  Recommended: The Most Successful Marketing Strategies to Get Customers to Buy Your Product

Troubleshooting

Like we said earlier, though it appears simple, there are numerous challenges that every business will face even when they have this funnel in place. Now that you know the best practices for each stage, you should also know the most common challenges faced by marketers, and how to troubleshoot them.  One of the most frequent challenges faced by new brands is a lack of data.  As we know, Facebook and Google work on algorithms. And without data, these algorithms have little to go by.   Now, this may seem obvious but the first, and arguably most important, way to troubleshoot a lack of data is patience.  Yes - just simple, honest, and sometimes painful, patience.  Of course, we all want to see results… and fast. But truth be told, an effective marketing campaign is a marathon, not a sprint.  In the first couple of weeks of your campaign, it’s unlikely that you will see big changes in your metrics - remember, this is normal. And instead of getting bogged down by it, try to imagine all the things going on behind the scenes.  Your platform will be working tirelessly to pull in as much data as is possible so that their trusty algorithms can get to work, optimising your campaigns to ensure their success.  If you’re at this stage, take a breath, grab a tea and be patient - you’ll see results soon enough.  So what happens when you’re a little further along, you’ve got some decent data, but you’re still a newbie on the scene and basically none of your audience is ready to buy yet? Believe it or not, this may actually be a blessing in disguise.  On average, website conversions tend to sit at about 1-3% meaning that out of 100 website visitors only 1-3 will convert. If you are looking for some top tips on how to improve your website's conversion rate then why not check out this blog post.  We sense that you’re feeling a little put-out by that but please, don’t be.  The positive side of this statistic is that you’ve got a lot of motive, and a lot of resources, to decipher what it is about the other 97 people that is stopping them from converting.  The other positive? The marketing funnel can help with this.  In the early stages of your marketing funnel, where perhaps 3% is your upper bracket, your audience lacks knowledge. And all they really have is a need that needs fulfilling, a problem that needs solving or an appetite that needs satiating.  The most effective way to troubleshoot a lack of buyer intent is to provide your audience with the means to decide that your service is the solution to their problem.  At this point, you can really sink your teeth into finding out who your target audience is and why they would buy your product - use that every increasing data to reach out to people that are likely to say YES!  Perhaps this isn’t possible in the first implementation of your funnel but as time goes on you can expand your reach into sectors of the market that are looking for a product like yours.  Maybe you create a Lookalike Audience campaign giving you that extra hand in finding the perfect people to target. Or, perhaps you target your ads to people in light of their interests.  Essentially, it’s about sourcing the right kind of people and avoiding the wrong kind of people. And there are plenty of means by which you can do this from Google Analytics to Facebook Audiences to just good old fashioned trial and error - like we said, it’s a marathon, not a sprint.  A final common challenge for marketers is knowing how to implement the marketing funnel.  And we find that a great place to start is with your ad copy.  When you’re creating your ads you should split your audience into the following categories: Cold audience members - these are the people at the top of your funnel  Warm audience members - these are the people in the middle of your funnel  Hot audience members - these are the people at the bottom of your funnel  This seems simple, but segmenting your audience will get the ball rolling in terms of implementing your marketing strategy. 

A crash course on audiences:

Cold audience members are those who don’t know you, so your ads should reflect this.  Make them informative, full of enough information that ensures those who have never seen or heard of you before can have a secure understanding of your brand. At least, secure enough that they feel inclined to ‘learn more’.  Top Tip - this isn’t the time to mention promotions, your audience isn't ready yet and they may see you as spammy!  Warm audience members are those who know who you are but they don’t really know what’s on offer.  These are the ads in which you can drop in a casual “oh, and we offer free delivery over £80” or “and with our buy now, pay later option you can try before you buy”.  Top Tip - much like the middle section of your funnel, you’re trying to nurture the attention of your audience so if there are perks to being your customer, now’s the time to tell.  Hot audience members are those who know what you’re about, they know what’s on offer and they’re deciding whether or not to purchase.  In terms of ads, now is the time to pull out the big guns… aka “you better act fast, we’re running low on stock” (even if you aren’t) or letting them know ‘first-time buyers’ offer will only be running for a limited time (even if the end date is actually undecided).  Top Tip - now is the time to mention promotions, sales and offers - and we recommend putting them front and centre!  Recommended: How to Manage a Business That Has Multiple Target Audiences

In conclusion…

The infamous marketing funnel is a hugely important key to successful marketing.  This handy breakdown of the user journey and the corresponding marketing techniques provides you with a base on which to build your sales strategy from start to finish.  Even if you do not feel ready to implement this kind of structure just yet, having an awareness of these stages as a consumer (not just a marketer) will make you more in-tune with how other brands are targeting you, where you are in your user journey in relation to them, and whether or not you find their content convincing.  All of which is extremely powerful when it comes to implementing your own marketing funnel. Read the full article

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Instagram for Companies: 9 Tips to Include in Your Marketing Strategy

I'm sure you are tired of hearing about Instagram, and you've asked yourself some time, should my company have a profile on this social network? Instagram accounts for companies usually have a lot of pull, yes, you have to know how to use them and take advantage of the great opportunities offered by the platform. If you want to know how to do that, you are in the right place. Instagram is one of the most popular social networks. With more than 200 million users, it is already a trend, both in individual profiles and in Instagram profiles for companies. The success of Instagram is due in large part to the great addiction it causes. When we log in, we are not only living a moment of leisure, but we are also facing a huge showcase where we can see everything that brands offer: new products and offers.

Not Any Company Is Worth to Have Instagram

Although it is true that Instagram for companies gives great advantages to brands, not any company is worth to have a profile. Each social network is very different and both the content and the way of communicating change. That is why sometimes, certain social networks are not valid for all companies. It is essential to take maximum care of communication with our customers or potential customers and create a good reputation online. Before creating a company profile on Instagram, ask yourself the following questions: Is my target audience there? Will I make my products or services more visible? Will the reputation of my brand improve on such a platform? Will I be able to update it frequently? Will I know how to use it correctly? If you have not answered yes to all the questions, do not worry! If you have affirmed at least two of them, I think you are ready to open an Instagram account for your company. Recommended: 20 Tips to Organically Market Your Brand on Instagram

Instagram Strategy for Companies

The next step is to add an Instagram strategy to your Social Media plan, which should aim to reach more customers and boost your brand. Here are 9 actions to include in your strategy and so you can get the most out of this incredible social network: 1. Account Name Let's start well, please. In this first step you have to be as simple and as plausible as possible: put the name of your company. If that username has been chosen, make simple variations so that users can find you easily. For example, if your company is called “Harry Dee” and the name “HarryDee” has been chosen, add a short script at the beginning or end. It remains subtle, and they will find you equally. 2. Description of the Account It should only take you a couple of lines. Briefly explain what your company is doing and if you can leave them with honey on their lips, the better. Using the two examples below: Shoes at a good price in L.A. Comfort or elegance? Shoes with great offers in the center of L.A. We will wait for you! They say the same, but the second sentence gives us a chance to, at least, see a bit more about the company's profile. Look for that differentiating point so that the user wants to follow you. Add the URL of your web page in the description to gain traffic, and they can see everything about your brand. 3. Profile Picture Again, simplicity will make you win. Choose an image that represents your brand. My advice is that the Instagram profiles for companies use the logo for the profile picture because the size is small and it is the ideal place to place it. 4. Facebook and Instagram Are Already Walking Hand in Hand A great tip: Link your Instagram account with your Facebook account. This way you will be able to redirect the traffic of followers from one platform to the other. This is not about saying and putting the same in both networks. You should modify the messages and the content, even though you are saying the same thing. Recommended: Pro Tips to Gain Likes and Maximize Reach on Facebook Organically 5. Upload Images with Quality This is one of the main keys of Instagram. It is probably the most visual social network, and you cannot upload anything. Use images related to your brand, or if you sell products, show your best face by uploading good artwork. 6. Use Hashtags For me, the hashtags on Instagram are a very important tool. Through them, you can reach countless people or brands of your interest, and that is why you must use them correctly so that people interested in your product or service can find you easily. Make hashtags words that have to do with what you offer, and if it is the day of something special, it is worth adding it to gain a little more visibility. Remember not to abuse it. A photo with too many hashtags becomes heavy, and people might lose interest in it. Recommended: 6 Instagram Marketing Tips for Businesses 7. Interact Give likes, comments, answers, write and so on. All this will help boost your brand on Instagram. Interactions are essential to gain the trust and feedback of users. If they see that you are listening to them, that you answer everything they ask you and that you interact on a daily basis, it will be easier for them to follow you and become potential clients. 8. Do Not Abandon It You must create a publication calendar that fits your needs and objectives. You don’t have to make a post every day. If you have an active profile and the followers see that they might develop an interest in you. Every content has a moment, so you need to consistently post quality content to retain existing clients and attract potential clients. 9. The Power of Apps In addition to using apps that improve the images that you upload to your company profile, you must take into account other types of tools that will help you find out if your strategy is working properly. There are lots of these tools on the internet. Read the full article

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The Most Successful Marketing Strategies to Get Customers to Buy Your Product

The average person gets inundated with marketing messages from the moment they open their eyes in the morning until they go to bed at night. Digital advertising has nearly taken over every aspect of our waking hours. Not only do companies send emails and advertise on social media, but consumers also see ads on television, hear spots on the radio and get snail mail advertising. Being heard amidst the cacophony of noise requires using the most effective marketing strategies available. It isn't easy to stand out from the competition in the 21st century. Back in the 1970s, people saw an average of 500 ads per day. That number increased tenfold in the last five decades, with numbers reaching around 5,000 ad impressions per day per person. It's little wonder people tune some of that out. Reaching consumers is harder than ever before and requires creativity and determination. Fortunately, there are some proven marketing strategies that still work. Here are eight of the most successful approaches, including the best methods for email marketing strategy. Pick and choose the ones that work best for a particular type of business and mix in unique experiments for the best results.

1. Provide a Free Trial

A free trial period lets users try out a product or service without obligation. In a 15-month analysis of 1,200 subscription-based sites, Recurly found that 60% of free trials converted to paid subscriptions. If a business offers a service, then a no-obligation trial may convince users to give them a try.

Image via MarketingCharts.com When you make this offer, keep the trial period as short as possible. The user needs to figure out if the service is beneficial to them. Once they realize that it is, it's time to subscribe. Lengthy trial periods may invite users who only want something for free rather than a paid service.

2. Offer Rebates

Rebate marketing is still highly effective in attracting and keeping customers. The Promotion Marketing Association estimates that over 75% of customers are more likely to buy when offered a rebate. Another 55% seek out rebates when shopping. This is one of the lower-risk marketing strategies out there because it costs a company nothing to offer the rebate. It also tends to cost less in the long run, because the consumer doesn't get an instant discount but must instead send in paperwork to redeem the offer. Many will forget about the reward or get busy and not redeem the refund. Menard's is a midwestern lumber and hardware store. They offer rebates as a way to draw customers into their stores. However, to claim the rebates, the person must mail in the request. The rebate also comes in the form of store credit, encouraging customers to buy again and again.

3. Start the Clock Ticking

If an organization offers the same discount all the time, people may hesitate before buying from that brand. If people stop on a landing page but don't convert into customers, then starting a time-based offer may push those people toward becoming customers. Global cart abandonment rates stand at 75% overall. So what are the reasons why someone puts an item into a shopping cart and then leaves a site without making a purchase? While the explanation may be as simple as deciding to wait, it may also be much more complex. One way of encouraging users to go ahead and follow through with the sale is by offering a limited time to get a special discount, free shipping or other perk. Smile Direct Club uses the limited time offer approach to get people to order their impression kit immediately. They know that once someone goes through the process of impressions, they are much more likely to order the aligners. The offer varies, and if someone signs up for an account, they may email additional offers.

Image via Smile Direct Club

4. Give Away Free Gifts

Giving out promotional gifts is a marketing tactic as old as time. The key is finding something of value to the target audience. Passing out fans at the local fair works well for a heating and cooling company, but not so great for a local restaurant. Make sure the gift offered relates back to the company's products or services. Free items tap into the psychology that makes consumers want to reciprocate the offer. People love to get free items, and freebies even get people in the habit of buying something they normally wouldn't. One example is Costco's model, where they give out free food samples. The goal? Convincing people that Costco is a fun place to visit and also allowing them to try new products they may decide they love. Smaller companies benefit even more from sampling than larger stores do. Research by Brigham Young University uncovered that sampling creates more sustained sales and higher profits than endcap displays.

5. Use Action Words

More successful campaigns are achievable simply by choosing different wording. Action words drive users to make a purchase by working both on a practical and subliminal level. In a study of 330,000 CTAs, HubSpot looked at which types performed best. CTAs adapted to individual visitors performed 202% better than basic CTAs. Effective CTAs use action words that drive movement from the landing page on into the sales funnel. By utilizing visitor data, websites can serve personalized CTAs with offers and words that target each buyer type. CTAs are a vital part of marketing strategy because they drive the action the user takes. Marketers should use CTAs on websites as well as online ads.

6. Limit the Number Available

Scarcity marketing is an effective way to sell items quickly. Create a sense of urgency in the public by only offering a certain amount of a product or service. By limiting what is available, people have a fear of missing out (FOMO) and may go ahead and sign up so they don't get left out of the loop. Groupon's model is a good example of scarcity marketing because they list how many of an item is left or place a time limit on the offer. As the numbers tick down, users want to get in on a great deal. If they're even slightly interested in the product, they'll add it to their cart. Groupon then reminds them there are only a few left or a few minutes left, further encouraging users to complete the purchase. The scarcity model works best with items already in high demand. If marketers point out that many have sold and now the item is scarce, it will perform better if they state there were only a few made to start with. Phrase the offer along the lines of, "Due to popular demand, only X number remain."

7. Time Email Offers Correctly

Image via Unsplash According to eMarketer, there is an average open rate of 19.6% for emails sent in North America. The click rate is around 2.3%. The open rate varies by industry and season, but there are some things marketers can do to increase the likelihood their emails get read. For example, sending an email at a time of day when people are more likely to open it can improve click-through rates instantly. In an analysis of 30 billion emails sent throughout 2019, researchers found there is no best day to send an email. Instead, it varies depending upon the industry and the particular audience. Marketers must conduct A/B testing and study open rate trends to find the best day for each unique business. Pay attention to both open rates and unsubscribe rates. Sending an email on a busy weekday might even result in numerous unsubscribes. Boosting your open rate won't help much if people only open the email to stop receiving it. Study all the trends and figure out which day works best.

8. Get Customers Involved

Every marketer seeks the viral campaign. However, the harder a company tries to force a viral post, the less likely it is that they'll ever have one. Instead, focus on building a base of customers who are raving fans of the brand. Think of them as brand ambassadors. There are many ways to get other people involved and promoting a product or service via word of mouth. Host a contest where the best social media post or the post with the most likes and shares wins a prize. Ask those who already love the product to share why they love it and use a special hashtag. Invest in influencers to talk up the company and reach a specific target audience. Examples of this type of participation marketing are seen in campaigns such as "Share a Coke," where the company encouraged people to upload snapshots using soda bottles with people's names or descriptive characteristics in interesting shots. Other big companies such as Tom's and Starbucks have also used participation marketing to increase brand name recognition or get the word out about a new product.

Try Different Approaches

The blueprint to successful marketing strategies is trying different methods until you hit on the ones that work with a specific audience. Experiment with new ideas and track how effective they are. Get rid of what doesn't work and keep what does. Over time, a solid marketing strategy develops and takes a company from ordinary to extraordinary. Read the full article

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The Marketing Funnel Explained

The infamous marketing funnel is a visual representation of the way in which businesses turn prospects into customers.  The funnel exhibits, from a marketing perspective, the journey from capturing the attention of your potential customer to nurturing their attention to turning that into a conversion.  Unfortunately, it’s not the marketing circle, and the narrowing of the funnel is representative of the journey; not all leads will turn into customers, much as we would like them to!  That being said, the funnel does break down the stages by which we can ensure that as many leads as possible turn to purchases. 

The stages of the marketing funnel

It’s likely that everyone you ask will have a slightly different interpretation of the individual stages of the funnel. However, there are overarching concepts of each stage that seem to be universally accepted by all who reference the beloved funnel.  Source: Track Maven 

Put simply, we can break the funnel into three main stages: The top of the funnel - lead generation i.e. brand awareness  The middle of the funnel - lead nurturing i.e. gaining interest and further consideration The bottom of the funnel -  purchase i.e. securing the intent & driving sales Though it appears simple, there are numerous challenges that every business will face even when they have this funnel in place. So it’s worth knowing that for each stage there are best practices that will help you achieve the optimum result.  Recommended: Marketing Funnels and Customer Journey Maps: Two Buzzwords You Need to Know Let’s dive in! 

Top of the funnel - lead generation 

Think of the top of the funnel as a clean slate; your chance to reveal your brand to a world of people who don’t yet know who you are or what you do.  And this process of revealing yourself, if done correctly, will result in the generation of leads.  When it comes to generating leads, brands will typically try to assert themselves as authoritative, trustworthy and worth paying attention to. The idea is to claim space in the relevant market - a move which lends itself naturally to content marketing.  Recent studies have found that 87% of shoppers now begin their search on digital platforms, so exhibiting the right content is crucial to lead generation. There are many options available for getting your content out into the world including, but certainly not limited to, the following… Webinars Partnerships with other brands Advertising  Direct mail  Social media  The list really does go on.  Your top of the funnel content should be informative - remember, people don’t know who you are or what you’re selling, and this is your opportunity to tell them.  Aside from introducing your brand, this is the time to make your content benefit focussed - we will see later that as we move down the funnel, it becomes more effective to press on the pain points of your customers rather than merely showing them the benefits of your product.  But at this stage, your content should answer questions like: What product are you offering?  Who are you offering your product to? What sort of brand are you?  What are your company values?  If the answers to these questions are in line with your potential leads, then you will carry them through to the next stage of the funnel. Think of it a little like a first date… impressions really are everything! 

Middle of the funnel - lead nurturing

So, now people know a little more about who you are and what you’ve got to offer, you need to get them hooked.  You’re on your second date now, and this is your chance to show why there should be a third!  Your middle of the funnel content should give people a chance to learn more about your brand, particularly in terms of what it might look like to be your customer.  These are people who like what they have seen and want to know more about your product or service so you will want your content to answer the following sort of questions… What products do you have on offer? What can I expect from you once I become your customer? Will I be receiving regular emails? Are there any benefits to being your customer I should be aware of? What kind of quality are your products? What do other customers say about your brand? Having an awareness of the types of questions your audience might be asking at this point will be hugely helpful - particularly when you’re creating the targeted content that is necessary at this stage in the marketing process.  This is your opportunity to start developing a rapport with your audience members with things like targeted newsletters, classes or testimonials. Any means by which you can give an insight as to what it’s like to be your customer will be of high value when it comes to lead nurturing.  You may also want to start incorporating threat avoidance techniques in your content at this stage.  As we mentioned earlier, and according to Ad Espresso, beyond brand awareness there is often minimal value in merely showcasing the benefits of your service. Instead, you can present your audience with a problem to which your brand is the solution.  Even something as simple as the following: “Are you suffering from dry hands as a result of frequent hand-washing?”  This presents a clear problem to your audience to which you can then market your luxury hand cream as the answer!   Genius, right?  And those who you lead through to the final stage of the funnel will be those who are choosing to engage with your brand based on what you can offer them.  Recommended: The Best Ways to Improve B2B Sales Funnel with Email Campaigns

Bottom of the funnel - customer acquisition 

So, you’re at the bottom of your funnel and your most engaged leads are right there with you.  At this point, those leads will start to consider purchasing and you will need to up the ante.  This content should be aimed at giving potential customers a final push and easing any concerns that might be preventing them from converting. Options might include... Automated emails i.e. abandoned cart/browse  Free samples or free trials  Case studies  Highly targeted content  Discounts for first-time buyers or new sign-ups  Remember, your customers are making their final evaluations so offering them a little incentive is never a bad idea.  Likewise, by ensuring that your content is highly targeted you will be able to appease any hesitation.  It is at this stage of the funnel that you will likely see the ad copy that asks “hey, did you forget something?” or not-so-subtly reminds you that “we noticed you looked at this item for a while and we’re a little low on stock… we’d hate for you to miss out”.  On the other side of things, the top of the funnel content should be directed at those customers that you have already secured and from whom you’re wishing to expand.  So you might want to think about offering a refer a friend discount or encouraging people to leave a review, or upselling your latest range of products to someone who has recently purchased. The possibilities are truly endless but if you’re struggling for inspiration, take a look at your favourite brands or some new companies that you’ve found recently.  Making a note of the way that you are targeted at different stages of your user journey is invaluable.  What makes you subscribe to mailing lists? What makes you leave a website?  Ask yourself the questions that you want to ask your customers, and know that it’s likely they think similarly to you.  Recommended: The Most Successful Marketing Strategies to Get Customers to Buy Your Product

Troubleshooting

Like we said earlier, though it appears simple, there are numerous challenges that every business will face even when they have this funnel in place. Now that you know the best practices for each stage, you should also know the most common challenges faced by marketers, and how to troubleshoot them.  One of the most frequent challenges faced by new brands is a lack of data.  As we know, Facebook and Google work on algorithms. And without data, these algorithms have little to go by.   Now, this may seem obvious but the first, and arguably most important, way to troubleshoot a lack of data is patience.  Yes - just simple, honest, and sometimes painful, patience.  Of course, we all want to see results… and fast. But truth be told, an effective marketing campaign is a marathon, not a sprint.  In the first couple of weeks of your campaign, it’s unlikely that you will see big changes in your metrics - remember, this is normal. And instead of getting bogged down by it, try to imagine all the things going on behind the scenes.  Your platform will be working tirelessly to pull in as much data as is possible so that their trusty algorithms can get to work, optimising your campaigns to ensure their success.  If you’re at this stage, take a breath, grab a tea and be patient - you’ll see results soon enough.  So what happens when you’re a little further along, you’ve got some decent data, but you’re still a newbie on the scene and basically none of your audience is ready to buy yet? Believe it or not, this may actually be a blessing in disguise.  On average, website conversions tend to sit at about 1-3% meaning that out of 100 website visitors only 1-3 will convert. If you are looking for some top tips on how to improve your website's conversion rate then why not check out this blog post.  We sense that you’re feeling a little put-out by that but please, don’t be.  The positive side of this statistic is that you’ve got a lot of motive, and a lot of resources, to decipher what it is about the other 97 people that is stopping them from converting.  The other positive? The marketing funnel can help with this.  In the early stages of your marketing funnel, where perhaps 3% is your upper bracket, your audience lacks knowledge. And all they really have is a need that needs fulfilling, a problem that needs solving or an appetite that needs satiating.  The most effective way to troubleshoot a lack of buyer intent is to provide your audience with the means to decide that your service is the solution to their problem.  At this point, you can really sink your teeth into finding out who your target audience is and why they would buy your product - use that every increasing data to reach out to people that are likely to say YES!  Perhaps this isn’t possible in the first implementation of your funnel but as time goes on you can expand your reach into sectors of the market that are looking for a product like yours.  Maybe you create a Lookalike Audience campaign giving you that extra hand in finding the perfect people to target. Or, perhaps you target your ads to people in light of their interests.  Essentially, it’s about sourcing the right kind of people and avoiding the wrong kind of people. And there are plenty of means by which you can do this from Google Analytics to Facebook Audiences to just good old fashioned trial and error - like we said, it’s a marathon, not a sprint.  A final common challenge for marketers is knowing how to implement the marketing funnel.  And we find that a great place to start is with your ad copy.  When you’re creating your ads you should split your audience into the following categories: Cold audience members - these are the people at the top of your funnel  Warm audience members - these are the people in the middle of your funnel  Hot audience members - these are the people at the bottom of your funnel  This seems simple, but segmenting your audience will get the ball rolling in terms of implementing your marketing strategy. 

A crash course on audiences:

Cold audience members are those who don’t know you, so your ads should reflect this.  Make them informative, full of enough information that ensures those who have never seen or heard of you before can have a secure understanding of your brand. At least, secure enough that they feel inclined to ‘learn more’.  Top Tip - this isn’t the time to mention promotions, your audience isn't ready yet and they may see you as spammy!  Warm audience members are those who know who you are but they don’t really know what’s on offer.  These are the ads in which you can drop in a casual “oh, and we offer free delivery over £80” or “and with our buy now, pay later option you can try before you buy”.  Top Tip - much like the middle section of your funnel, you’re trying to nurture the attention of your audience so if there are perks to being your customer, now’s the time to tell.  Hot audience members are those who know what you’re about, they know what’s on offer and they’re deciding whether or not to purchase.  In terms of ads, now is the time to pull out the big guns… aka “you better act fast, we’re running low on stock” (even if you aren’t) or letting them know ‘first-time buyers’ offer will only be running for a limited time (even if the end date is actually undecided).  Top Tip - now is the time to mention promotions, sales and offers - and we recommend putting them front and centre!  Recommended: How to Manage a Business That Has Multiple Target Audiences

In conclusion…

The infamous marketing funnel is a hugely important key to successful marketing.  This handy breakdown of the user journey and the corresponding marketing techniques provides you with a base on which to build your sales strategy from start to finish.  Even if you do not feel ready to implement this kind of structure just yet, having an awareness of these stages as a consumer (not just a marketer) will make you more in-tune with how other brands are targeting you, where you are in your user journey in relation to them, and whether or not you find their content convincing.  All of which is extremely powerful when it comes to implementing your own marketing funnel. Read the full article

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What Marketing Strategy Is Best for Your Business?

It's not enough for a marketing professional to realize it's time to get serious about spreading the word about a business. That's the first step, but it's also necessary to choose a strategy for moving forward. A plan is often an essential ingredient for ensuring a company uses its resources wisely and deploys methods most likely to achieve the desired goals. Here are six popular marketing strategies, along with discussions about when and why businesses should choose some over others.

1. Cause- or Purpose-Related Strategies

Cause-related strategies try to appeal to buyers by supporting the things that matter to them. One of the most widely known cause-marketing examples is the pink ribbon campaign for breast cancer research. Beauty brands often create limited-edition shades of pink lipstick or eyeshadow and release them during October for Breast Cancer Awareness Month. KitchenAid released a line of pastel-pink appliances for the same reason. Sometimes, aligning with a cause has more to do with a company's principles. LUSH, a brand of fresh, handmade cosmetics, does not test its products on animals. That commitment often shows up in its branding and marketing methods. A study showed that 79% of Americans felt more loyal to purpose-driven brands, while 73% were more willing to defend them. Cause-based strategies work well if a company has an identifiable history of aligning with something or its representatives have taken decisive, long-term actions to associate the brand with a purpose. If a coffee company releases a new breast cancer awareness-themed mug but never mentioned that cause previously, people may view it with suspicion.

2. Experiential Strategies

Experiential strategies encourage people to engage with brands through interactive experiences. They work exceptionally well when marketing professionals want to reach people in crowded environments, such as shopping malls, music festivals or conferences. Although this marketing strategy is often costlier than other solutions, the investment can pay off by getting more people interested. In Amsterdam, marketers launched a campaign to match the "Gimme a break" tagline associated with Kit Kat candy bars. They installed benches and designated places as "No Wi-Fi" zones. The goal was to urge people to take a break from the internet and enjoy moments of face-to-face connection, preferably with the chocolate bars in hand. An experiential marketing strategy is a smart choice when words alone seem insufficient. For example, automobile brands could launch a campaign to help people experience what it'd be like to drive a high-tech new car. Hotel chains could stress the importance of relaxing in a luxurious and stylish property. However, marketers must be careful not to overhype an experience. Doing that might lead to frustration if the experience is not up to par.

3. Research-Based Strategies

When a company backs up its claims with facts, it's likely using a research-based strategy to connect with customers. This option works well for businesses that have reputable data and want to show authoritativeness or expertise. It's also ideal for industries where building trust is crucial for success, such as health care or banking. MacuLogix specializes in products and resources to help eye care professionals diagnose and manage age-related macular degeneration (AMD). One of the brand's offerings measures how quickly a person's eyes adjust to a dark environment after exposure to brightness. MacuLogix published research to show that its test is a highly accurate measure of dark adaptation impairment, an AMD symptom. In that example, the company does not merely say it has a useful test. It provides the data to back up that assertion. Before using this strategy, marketing professionals should consider whether their target audiences are likely to value and take the time to read detailed research. If a company is an amusement park or fashion brand, for example, they may not. However, the data's worth may be different if people typically use it to make decisions or reach conclusions.

4. Reviews-Based Strategies

A study showed that 97% of people refer to reviews before making purchases. Additionally, more than one-third of respondents said they would not buy a product in a physical store without looking at reviews first. If a company's marketing team feels confident enough in its products to encourage people to give publicly accessible feedback, pursuing a reviews-based strategy could help it gain traction in a crowded marketplace. Offering free products to bloggers in return for honest opinions could be one option. Another method is to set up a feature on a website — such as part of the product details page — that lets consumers review what they buy. When marketers need to create a buzz for a new product or company, reviews from happy customers could help people in the broader marketplace get interested, too. However, these professionals must also remember that people will almost certainly have some negative things to say in their reviews. Accommodating for that reality means potentially improving the identified flaws and at least listening carefully to gripes.

5. Transactional Strategies

The foundational principle behind a transactional marketing strategy is making a product that is so high-quality or well-priced that it virtually sells itself. Instead of aiming to build relationships with customers, companies that rely on transactional marketing try to attract as many buyers as possible. If people like the product, that's great. If they don't, it's not a significant loss because there are plenty of other people buying from the brand. The QVC shopping network is a great example of a company that uses transactional marketing. Even though the televised and streamed content features likable hosts, celebrity endorsements and real-world demonstrations, there is no push to connect with individual consumers' needs. The goal is to sell as many items as possible in a limited span. Marketing professionals should give transactional marketing strategies a try if they believe their products appeal to the masses. QVC often sells products like cookware, electronics or beauty items that most of its audience will want to buy. However, transactional marketing does not work as well for niche or unproven things that people may assume they don't need.

6. Content-Based Strategies

When companies publish numerous materials — from videos to infographics — their marketing teams are using content marketing strategies. According to a 2020 study from the Content Marketing Institute and MarketingProfs, 71% of business-to-consumer marketers have plans for using this information. Additionally, 94% of respondents said they published social media content, while 80% distributed blog posts or short articles to their audiences. If a business already has frequently used channels for the material — such as social media pages or a website's blog — content-based strategies work especially well. Moreover, in industries where people are likely to want to be well-informed before making purchases, content such as case studies and white papers could drive conversions. A content-driven marketing strategy can also work well if the audience appreciates instructional information from a brand. For example, a video showing the two-step process for folding a baby stroller would likely resonate with audiences more than a product description statement that says, "Folds down quickly for car trips." Recommended: Visual Content to Include in Your Marketing Strategy in 2020

Expect Some Overlap

When a company's marketing team decides which marketing strategy would work best, it's natural and expected to frequently use a blend of methods, depending on current needs and audience preferences. For example, a brand might launch an experiential marketing strategy, then follow it with content to achieve even higher awareness levels. As mentioned earlier, health care brands could find that research-based strategies build trust in the audience. It makes sense if people agree that seeing hard data lets them set expectations in a company that supports personal well-being. However, they'd also probably appreciate a reviews-based strategy that allows them to get perspectives from people who have used a product or otherwise dealt with the company. Marketers should strive to stay flexible and responsive when moving forward with any strategy. There's no harm in choosing a certain type to focus on, but it's often most appropriate to use a combination of efforts — especially when addressing various audiences with different needs. Choosing and tracking metrics can show marketing professionals whether a plan is working well or it needs tweaking. The essential thing to do is craft a strategy that suits both audience and company needs. Doing that should lead to meaningful, impressive results. Read the full article

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How to Make Thankful Marketing Work for You This November

Expressing gratitude during this time of the year is something everyone can get behind. The past couple of years have been quite tumultuous with the ongoing COVID-19 pandemic.  The holiday season is the perfect time to slow down, enjoy time with friends and family, and practice thankfulness. This time of year is crunch time for digital marketers and brands across several industries. Marketers can capitalize on these trends as we enter the month of November. Brands looking to boost their sales can use thankful marketing to capture the attention of existing and potential customers.  How can you make thankful marketing work? What elements should you include in your marketing efforts? Which channels will be most effective for your brand? Let’s explore more about thankful marketing and how you can make it work for your business this November as the holiday season approaches. 

Benefits of Expressing Gratitude Toward Your Customers

In a digital world where we can order anything with a few clicks, customers may be overwhelmed with choices. The holiday season ramps up this feeling, as there’s pressure to buy the right products from trustworthy vendors.  Brands need to take advantage of the Thanksgiving holiday season and express their gratitude to loyal customers.  What are some of the potential benefits you can reap when you show your customers you’re grateful for their business?

Helps Foster Positive Customer Relationships

We’re all in need of a little human connection to get by, and what better way to foster positive relationships with your customers than to set a foundation for gratitude?  People are likely grateful they can purchase goods or services from your brand, and you should feel thankful that you have customers who fuel business growth and help you meet your bottom line.

Builds Your Loyal Customer Base

Everyone knows that repeat customers are crucial to any business in any sector.  Whether it’s offering quality products, top-notch customer service or greeting customers at the door, your loyal base is a necessary part of any successful business. It can put you ahead of your competition and provide you with the funding you need to keep your company running smoothly.

Satisfied Customers Spend More

When customers check out your online store or walk out of your brick-and-mortar location, your ultimate goal is to leave them satisfied, so they come back for more purchases. It’s commonly known that satisfied customers tend to repeat purchases and spend more than double what an unhappy person would. Showing appreciation is a tried-and-true way to leave them satisfied. If you’re not yet convinced that thankful marketing works, look at brands like Bombas or Dropbox, which both reached milestones and thanked their customers as a result.  When Bombas reached its goal of selling 1 million pairs of socks, it donated the same amount to homeless shelters and created a thank you video for its customers.  Dropbox hit 500 million users and thanked its customers with a Facebook video and infographic. Major companies know that showing appreciation is a great way to engage their customers and earn the loyalty of new ones. 

Incorporating Thankful Marketing

Here are some of the ways you can use thankful marketing to your advantage this Thanksgiving season.

1. Make It Authentic

No matter what marketing strategy you use this Thanksgiving, you must approach it with a sense of authenticity. Customers will see right through your efforts if you’re not being authentic in your communications.  You need to stand out from the crowd when you market during the holiday season. You see the standard holiday-themed commercials with families sitting at the dinner table with a stuffed turkey in the middle. Try your best to be as authentic as possible — share your company mission with your audience and stand by your values. 

2. Run a Giving Tuesday Campaign

Giving Tuesday is one of the most prominent fundraising days of the year and falls on the Tuesday after Thanksgiving. In 2020, nonprofits raised almost $2.5 billion on this day. It’s well worth the effort to engage your audience with a Giving Tuesday marketing campaign.  Consider implementing a fundraising link on your website to encourage site visitors to donate during Giving Tuesday. You can send emails beforehand to prepare your customers for the celebration and show how your company participates. Don’t miss out on the opportunity to show your gratitude and express the importance of giving back to your communities. 

3. Run Ads for Small Business Saturday

There are many ways to advertise your business across various platforms, including your website, social media and traditional mediums like newspapers, magazines and TV ads. Small Business Saturday is a Small Business Administration (SBA) initiative that helps these companies succeed during the holiday season.  More than half of Americans own or work for a small business, meaning that this initiative positively impacts most people. This year, Small Business Saturday lands on Nov. 27, so prepare ahead of time and be sure to highlight the significant role these companies play in our economy.

4. Send Out Thanksgiving-Related Emails

Email marketing is a tried-and-true form of marketing. While some believe it’s dead, it’s actually a powerful tool in your arsenal. If you don’t incorporate email marketing into your strategy, you’re missing out on a significant opportunity.  Remember that you can track your metrics, such as the click-through rate (CTR) and open rates. Be sure to measure them beforehand to see how successful your marketing emails are once you release them. 

5. Post on All Social Media Platforms

No one is immune to the impact social media has on our lives. Between Facebook (now known as Meta), Instagram, Snapchat or Twitter, there are so many platforms that you can use to your advantage. Many businesses are using them to reach new and younger audiences.  Get creative with your social media posts, and include a clear call to action (CTA). You want your customers to engage with your posts by commenting, liking and sharing. 

6. Host Contests and Giveaways

Another perfect way to engage your customers this November is to host a contest or product giveaway. You can create all types of competitions, including asking your customers to like and share a social media post to be entered into a random drawing.  Because Thanksgiving is a time to express gratitude, you can also host giveaways to show thanks to your loyal customers. Contests and giveaways are effective marketing tools to help you garner your audience’s attention and earn their loyalty.

7. Encourage Customers to Donate

Whether it’s hosting a canned food drive or having a Toys for Tots donation box in your lobby, there are plenty of ways to encourage your customers to give back. This time of year can be financially challenging for some, and gathering your shoppers to help a needy family can build a positive relationship between your community and your business. When you help your customers donate to a good cause, it can build up your business’s reputation in the community. You can also partner with nonprofit organizations in your area and allow shoppers to round up their transactions so all proceeds will be given back to the nonprofit you’re working with.

8. Offer Exclusive Discounts to Loyal Customers

Everyone loves the idea of a discount being exclusive, and it may help you expand on your leads and earn more business during this time of year. You can send out marketing materials to customers that are a part of your loyalty program and offer discounts for seasonal items.  When you offer discounts, you’re making shopping easier and more affordable for your customers. In 2020, 88% of consumers used coupons during their shopping, which shows how profitable this marketing strategy can be for your business. 

Use Thankful Marketing This November

As we approach Thanksgiving this year, you must take the time to research which marketing strategies will work best for your business and help you meet your sales goals. The holiday season can be extremely profitable for you, but you’ll need to employ your best practices to succeed. Authentic gratitude should be at the core of all your marketing efforts this year. Consider using some of the suggestions listed above if you find yourself stuck in a rut. You’ll thank your future self for taking the time to reach your customers in new ways this holiday season. Read the full article

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How to Make Thankful Marketing Work for You This November

Expressing gratitude during this time of the year is something everyone can get behind. The past couple of years have been quite tumultuous with the ongoing COVID-19 pandemic.  The holiday season is the perfect time to slow down, enjoy time with friends and family, and practice thankfulness. This time of year is crunch time for digital marketers and brands across several industries. Marketers can capitalize on these trends as we enter the month of November. Brands looking to boost their sales can use thankful marketing to capture the attention of existing and potential customers.  How can you make thankful marketing work? What elements should you include in your marketing efforts? Which channels will be most effective for your brand? Let’s explore more about thankful marketing and how you can make it work for your business this November as the holiday season approaches. 

Benefits of Expressing Gratitude Toward Your Customers

In a digital world where we can order anything with a few clicks, customers may be overwhelmed with choices. The holiday season ramps up this feeling, as there’s pressure to buy the right products from trustworthy vendors.  Brands need to take advantage of the Thanksgiving holiday season and express their gratitude to loyal customers.  What are some of the potential benefits you can reap when you show your customers you’re grateful for their business?

Helps Foster Positive Customer Relationships

We’re all in need of a little human connection to get by, and what better way to foster positive relationships with your customers than to set a foundation for gratitude?  People are likely grateful they can purchase goods or services from your brand, and you should feel thankful that you have customers who fuel business growth and help you meet your bottom line.

Builds Your Loyal Customer Base

Everyone knows that repeat customers are crucial to any business in any sector.  Whether it’s offering quality products, top-notch customer service or greeting customers at the door, your loyal base is a necessary part of any successful business. It can put you ahead of your competition and provide you with the funding you need to keep your company running smoothly.

Satisfied Customers Spend More

When customers check out your online store or walk out of your brick-and-mortar location, your ultimate goal is to leave them satisfied, so they come back for more purchases. It’s commonly known that satisfied customers tend to repeat purchases and spend more than double what an unhappy person would. Showing appreciation is a tried-and-true way to leave them satisfied. If you’re not yet convinced that thankful marketing works, look at brands like Bombas or Dropbox, which both reached milestones and thanked their customers as a result.  When Bombas reached its goal of selling 1 million pairs of socks, it donated the same amount to homeless shelters and created a thank you video for its customers.  Dropbox hit 500 million users and thanked its customers with a Facebook video and infographic. Major companies know that showing appreciation is a great way to engage their customers and earn the loyalty of new ones. 

Incorporating Thankful Marketing

Here are some of the ways you can use thankful marketing to your advantage this Thanksgiving season.

1. Make It Authentic

No matter what marketing strategy you use this Thanksgiving, you must approach it with a sense of authenticity. Customers will see right through your efforts if you’re not being authentic in your communications.  You need to stand out from the crowd when you market during the holiday season. You see the standard holiday-themed commercials with families sitting at the dinner table with a stuffed turkey in the middle. Try your best to be as authentic as possible — share your company mission with your audience and stand by your values. 

2. Run a Giving Tuesday Campaign

Giving Tuesday is one of the most prominent fundraising days of the year and falls on the Tuesday after Thanksgiving. In 2020, nonprofits raised almost $2.5 billion on this day. It’s well worth the effort to engage your audience with a Giving Tuesday marketing campaign.  Consider implementing a fundraising link on your website to encourage site visitors to donate during Giving Tuesday. You can send emails beforehand to prepare your customers for the celebration and show how your company participates. Don’t miss out on the opportunity to show your gratitude and express the importance of giving back to your communities. 

3. Run Ads for Small Business Saturday

There are many ways to advertise your business across various platforms, including your website, social media and traditional mediums like newspapers, magazines and TV ads. Small Business Saturday is a Small Business Administration (SBA) initiative that helps these companies succeed during the holiday season.  More than half of Americans own or work for a small business, meaning that this initiative positively impacts most people. This year, Small Business Saturday lands on Nov. 27, so prepare ahead of time and be sure to highlight the significant role these companies play in our economy.

4. Send Out Thanksgiving-Related Emails

Email marketing is a tried-and-true form of marketing. While some believe it’s dead, it’s actually a powerful tool in your arsenal. If you don’t incorporate email marketing into your strategy, you’re missing out on a significant opportunity.  Remember that you can track your metrics, such as the click-through rate (CTR) and open rates. Be sure to measure them beforehand to see how successful your marketing emails are once you release them. 

5. Post on All Social Media Platforms

No one is immune to the impact social media has on our lives. Between Facebook (now known as Meta), Instagram, Snapchat or Twitter, there are so many platforms that you can use to your advantage. Many businesses are using them to reach new and younger audiences.  Get creative with your social media posts, and include a clear call to action (CTA). You want your customers to engage with your posts by commenting, liking and sharing. 

6. Host Contests and Giveaways

Another perfect way to engage your customers this November is to host a contest or product giveaway. You can create all types of competitions, including asking your customers to like and share a social media post to be entered into a random drawing.  Because Thanksgiving is a time to express gratitude, you can also host giveaways to show thanks to your loyal customers. Contests and giveaways are effective marketing tools to help you garner your audience’s attention and earn their loyalty.

7. Encourage Customers to Donate

Whether it’s hosting a canned food drive or having a Toys for Tots donation box in your lobby, there are plenty of ways to encourage your customers to give back. This time of year can be financially challenging for some, and gathering your shoppers to help a needy family can build a positive relationship between your community and your business. When you help your customers donate to a good cause, it can build up your business’s reputation in the community. You can also partner with nonprofit organizations in your area and allow shoppers to round up their transactions so all proceeds will be given back to the nonprofit you’re working with.

8. Offer Exclusive Discounts to Loyal Customers

Everyone loves the idea of a discount being exclusive, and it may help you expand on your leads and earn more business during this time of year. You can send out marketing materials to customers that are a part of your loyalty program and offer discounts for seasonal items.  When you offer discounts, you’re making shopping easier and more affordable for your customers. In 2020, 88% of consumers used coupons during their shopping, which shows how profitable this marketing strategy can be for your business. 

Use Thankful Marketing This November

As we approach Thanksgiving this year, you must take the time to research which marketing strategies will work best for your business and help you meet your sales goals. The holiday season can be extremely profitable for you, but you’ll need to employ your best practices to succeed. Authentic gratitude should be at the core of all your marketing efforts this year. Consider using some of the suggestions listed above if you find yourself stuck in a rut. You’ll thank your future self for taking the time to reach your customers in new ways this holiday season. Read the full article