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E-mail Marketing

The runaway success of social media is great news for us as marketers. Social Media has the potential to engage your customers like never before. And Email Marketing is still one of the best options to engage your customers. Email from a trusted source get higher open rates; faster, better response rates; and quicker conversions and higher ROI. Hence you need to have a Social Media Strategy in place if you are interested in connecting with and engaging existing customers and finding new customers through the existing customers.

Your email marketing campaigns should have the ability to enable your recipients to post your message across many social media platforms such as – Linkedin, Facebook, Twitter, Pinterest, Instagram, Tumblr etc. Social Media helps you to expand the reach and maximizes the effectiveness of your email marketing campaigns, it provides a better way to engage with the customers and get feedback, it improves Search Engine Optimization [SEO].

It builds your brand, drives your website traffic, helps you to build your opt-in list organically and last but not the least it offers a fresh perspective on customer service and loyalty.

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Pay Per Click [or Search Engine Marketing or SEM]

Smart PPC Management is the need of the hour.

PPC or pay per click is the most discouraging forms of online marketing. You would be competing on thousands of keywords without knowing which ones are worthy.

You need a tool that can save your precious time and simplify your search marketing by running all your Google and Yahoo! campaigns from a single interface without logging in to multiple websites and different interfaces. The tool should help you grow your revenue by quickly discovering high ROI keywords and find relevant keywords without having the need to log in to multiple keyword suggestion tools. The tool should have the built-in keyword research that delivers more relevant suggestions that the free tools offered by search engines.

PPC Optimization feature is essential in such a tool. The tool should be able to quickly spot problems and should be able to monitor, measure and check in order to achieve more effective PPC management. The tool should also tell you which keywords work and which ad creatives work.

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Digital Marketing Campaign

Today the marketers who use integrated digital marketing tools are successful. First, let us talk about online marketing Vs offline marketing. Marketers know and say that half of their marketing dollars is wasted. But in offline marketing, they don’t get to know which half is wasted. This problem has been fixed in online marketing. Marketers can get to know which half is wasted and hence fine tune their next campaign accordingly. The other reason to move to online marketing is because that is where most people are.

You can be called a Data Driven Marketer if you use data to base your decision instead of your gut feel. Using Web Analytics, you will be able to gather data on how people interact with your campaigns and website and you can use this information to drive better performance.

Your Online marketing tools essentially should have the following features:

  1. Should be able to drive traffic to your website using a email marketing solution
  2. Should be able to monitor and improve email deliverability
  3. Should be able to nurture leads and gain conversions through personalized follow-up campaigns using dynamic content according to the demographic attribute of the clients or the site behaviour of the clients and visitors.
  4. Manage and optimize your pay-per-click advertising campaigns from a single interface.
  5. Maximize conversions by developing dynamic and personalized landing pages.
  6. Analyze and refine your online marketing campaigns with deep and real-time reporting.
  7. From the start of the email campaign or a click on the ad campaign till the conversion on your website, the data needs to be integrated.
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Positioning

In an overcrowded market, it would be difficult to position a product or a service unless you stand out with a unique communication strategy addressing your target market. The communication should create a niche for your product or brand in the minds of the clients. Let us get the facts straight. If there is a market leader we need to acknowledge it first. Then we should relate to the market leader on how your product or brand is different in spite of not being the market leader. Enough and more examples can be discussed how you can relate to the market leader and still make an impression with the clients. Clients usually remember the market leaders and if you can create a niche for your brand and relate it to the market leader, you have more or less achieved your goal. After all, clients need an alternative to the ones they are used to for a variety of reasons. The reasons would differ for a consumer market and a Business to Business market. Ultimately, it is possible to create a niche for your brand if you do soul searching and come out with that Unique Selling Point [USP] why at all clients need to buy your product or brand. May be since you are not a market leader, you would work harder [which is good for the clients], you would be flexible [which means you can customize], you can be a trusted partner [while the market leader is busy acquiring new clients, expanding markets, launching new products] etc.

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Target Market

After Segmentation you are more likely to address the Exact Target Market you actually wanted to than before segmentation. Addressing the target market is more important on two counts – one you don’t want to address customers who are either not interested in this particular campaign or customers who are not likely to open or not likely to click on the links in your email, two you don’t want your deliverability to take a hit and hence losing your reputation as an email marketer.

Essentially your deliverability will improve, your reputation as an email marketer will improve, your conversions will improve if you make sure your emails are reaching those people who are more likely to be interested in the products that you are selling.

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Segmentation

Segmentation is the process of identifying customer needs, buying pattern, buying behaviour and also studying demographics. Sending mass email blast is very old-fashioned and does not produce the desired results. Hence, one needs to send targeted emails that generate interests and hence improve conversions.

A campaign that uses segmenting based on past behavior, such as opens, clicks or conversions, can bring in nine to ten times more revenue than one in which the entire list receives the same message. Segmenting can help you keep your mailing list fresh and engaged. For example, target subscribers who haven’t opened or clicked in your emails for a while and try to re-engage them. Also, get new subscribers – the ones most likely to open and click – by targeting them with a welcome message, special offers to capitalize on their enthusiasm and other incentives to get them into the fold. This can help your deliverability, because when your messages are more targeted and relevant, they will stand out in an overflowing inbox. Ultimately, your subscribers will be more likely to open and act on your emails and less likely to delete them or report them as spam when they’re relevant and expected.

If your email marketing tool allows you to segment customers only into two groups – one who bought your products / services and the other who did not, it doesn’t help much. If your email marketing tool allows you to add any kind of variable to your customer record, then you will be able to build a segment by querying these variables and hence build a targeted campaign around a particular segment.

Ultimately, if you are a realty company, you don’t want a customer who is interested in farm houses to receive your emails regarding commercial office spaces. Cross-selling is different. Once someone becomes your customer for farm-houses, you may try to find out if he is also interested in commercial office spaces but not until he becomes your customer.