E Mail Marketing
For Business to Business (B2B) E mail still provides a great mechanism for communicating to customers and prospects.
BUT
Many companies are very ineffective in the way that they conduct their e mail campaigns. E mail ATM is a system designed to maximise the effectiveness of the e mail and subsequent digital media
- Our E Mail ATM can improve your e mail marketing
- E Mail Marketing List cleansing – we will clean / check your list to ensure maximum first campaign delivery
- Offer development to ensure that the email has the greatest chance of being opened and clicked
- E mail design so that it looks professional and credible
- Integration with website as part of a co-ordinated campaign
- Split testing of campaigns
- Post campaign analysis to allow for continual development
- Click here for more information on email marketing or here for information on email campaigns
Targeted Marketing
Designed to be noticed when it gets in front of your customers and prospects.
The design and thought of the messages / media you use for communication directly will directly impact the results. With an experienced creative team we have created numerous campaigns each designed specifically to meet the target market characteristics.
For more information on targeted marketing and marketing campaigns click here
Social Media Marketing
Optimised Content Distributed To Social Media Profiles In One Click
New, authority regular content is beneficial to communication and help rankings
Social Optimise™ will help your business
- Improve your standings with Google
- As it doesn’t involve any additional work on your part
- Gives you a quality consistent profile within the social media channels
- Can become an integrated part of your marketing approach when used with Social Optimise Content and Social Optimise Campaign
- For more information on Social Media marketing click here
Pay Per Click Ads
When you need instant prospects PPC can provide an approach to reaching your target audience
Get in front of online prospects instantly
When used correctly Google Ad words and Facebook adverts can provide a rapid approach to getting your message / advert in front of people who are either searching for your product or service, or have a profile that matches your requirements.
For more information on pay per click advertising campaigns click here
For more information on website design click here, to speak to Andrew Goode FCIM click here
Targeted marketing is fundamental to effective marketing and sales
By accurately understanding your target customers and what they value we can communicate the right messages to the appropriate people
Many of the clients we work with have two key resource issues “Time” and “Budget”. We work with clients to improve the effectiveness of their marketing by becoming more targeted.
This could also be classified as doing less better. Our experience over the years has been that for the vast majority of our customers “mass market / broad marketing activities” generate a very poor return on investment.
Time spent identifying and developing customer personas will significantly help
- Identify who to target
- Clarify how to get hold of them (magazines they read / trade shows they attend / etc)
- What message will cause them to take action
- Challenges that their organisation / industry sector faces
Targeted Marketing Can Help Generate Growth for Your Business?
Targeted marketing is an approach to raise awareness for a product or service among a specific (targeted) group of audiences that are a subset of the total addressable market. The targeted audiences that are part of the total market could be specific businesses, professionals, or consumers, depending on who the business is trying to reach.
Targeted marketing has been shown to be an effective way to help you to grow your business, generate revenue, and improve your overall ROI.
Targeted Marketing is Different from Other Types of Marketing
Targeted marketing is a tactic that contrasts with broader approaches that aim to raise awareness, such as billboard advertising.
Targeted marketing starts with defining “who” specifically is a good fit for a product or service and delivering personalized messages directly to that targeted audience.
This is very different than starting with “what” the promotional message is and expecting audiences to react to it. When you start with the “what,” the marketer may not know who will respond to a message or if it is relevant to them.
An example of What over Who
For example, as a one off at work you are asked to go online and make purchase of flowers for a bereavement. If the company you purchase from does not know the details of “who” you are, they may start to show you more ads for flowers and bouquets when in reality, you are not interested in that category beyond the single purchase.
Understanding the “who” when executing email campaigns and online advertising, helps marketers craft personalized messages that resonate with the reader. This likely improves the chances of conversion and revenue growth for the business.
What Criteria Is Used in Targeted Marketing?
Traditionally, the criteria used was made up by firmographic (size of the company, industry, revenue) or demographic (age, gender, income, education, race, religion, marital status, profession, etc.) data depending on whether the marketer is offering a product or service for a business or consumer.
This has changed slightly with the rapid increase of digital devices connected to the internet, as well as new analytics capabilities, have resulted in many new criteria that allow marketers to reach their intended audience more easily and more successfully.
For example, intent-based targeting allows marketers to reach audiences that are actively demonstrating signs of “interest” in a topic, product, or service as defined by their digital activities. These digital activities may include search terms entered into Google. They can also include form fills when someone downloads a piece of content or signs up for an event or email newsletter. These are translated into audience segments that are defined by the activity that took place. An example of this could be a business searching for loading shovel attachments, the person searching for “high tip buckets” may be placed in a different segment to someone searching for “pusher blades”.
If you know what someone is searching for, it is a lot easier to determine if they are a good prospect for your business. It is also easier to craft targeted messaging that will appeal to their needs.
Finally, marketers can also use analytically derived audiences that have a high propensity for a product or service. This means that they are more likely to procure than others. These segments are created by machine learning models that analyse the various features of a consumer or business and apply that to the broader market of audiences to identify those that share similarities with them. These are then segmented into audiences that have a “high propensity” or “likelihood” to be a good fit for messages that marketers want to deliver to them. Understanding if someone is more likely to buy, allows you to get more for your money when it comes to paid ads and marketing spend. The more likely the audience is to convert, the higher your ROI will be.
Could being Targeted Help You?
For many of the B2B and manufacturing companies we work with they typically don’t need 100’s of new customers or enquiries. For example if they got hundreds of enquiries they wouldn’t have the systems, processes time or resources to simply deal with the enquiry. Additionally they wouldn’t have the on site processing capacity to deal with a rapid influx of enquiries / orders.
A targeted approach allows you to accurately identify and focus actions – the analogy would be going hunting with a shotgun as opposed to a rifle with laser guided targeting. Click here to see examples of targeted marketing or talk to Andrew Goode an FCIM experienced marketer who will discuss your marketing and sales requirements.
When you need instant prospects Pay Per Click “can” provide an approach to reaching your target audience.
It allows you to get in front of your target audience instantly
When used correctly Google Ad words and Facebook adverts can provide a rapid approach to getting your message / advert in front of people who are either searching for your product or service, or have a profile that matches your requirements.
Pay Per Click Adwords – Google, Bing, Facebook, Linked In …
You may immediately think of Google adwords as your first port of call for a pay per click adwords campaign, but that may be a mistake. Don’t get me wrong Google Adwords when used correctly and as long as you have deep pockets to allow you to place, monitor and constantly tweak campaigns can be a very good approach. BUT it needs all of these stages and the strategic analysis to identify what words / strategy to apply on adwords may cost many more times the value of the appropriate ad spend.
There are so many options to consider on ad words – would you be better off with a Bing, Linked in, Facebook or re-marketing campaign. To discuss your needs contact Andrew Goode an experienced Digital marketer who will happily talk through your needs and objectives. We have written a case study on how a company was wasting money on adwords you can find more information on pay per click
Measurably Better Email Marketing
For Business to Business (B2B) E mail still provides a great mechanism for communicating to customers and prospects.
As a marketing activity Email campaigns provide B2B companies with the highest Return on Investment.
Email ATM improves your Email marketing
Our Email ATM service provides a complete service including
- E Mail ATM can improve your e mail marketing
- E Mail Marketing List cleansing – we will clean / check your list to ensure maximum first campaign delivery
- Offer development to ensure that the email has the greatest chance of being opened and clicked
- E mail design so that it looks professional and credible
- Integration with website as part of a co-ordinated campaign
- Split testing of campaigns
- Post campaign analysis to allow for continual development
The 7 steps for great Email Marketing
An email marketing campaign is an email sent from a business to one or more customers or prospects. A successful email marketing campaign will get the recipients to take action, engage with your business, and help you to get more leads and sales.
One of the big advantages of email marketing is that people still use email widely. In fact, as our article on why email marketing isn’t dead reveals, 90% of adults and 74% of teenagers still use email regularly.
This makes email marketing the perfect tool for building customer relationships to help you generate leads and sales.
But before you run a successful email marketing campaign, you’ve got to do some prep work, so you’re primed for success when you finally send that first email.
Step 1. Build a Targeted Email List
The most successful email marketing campaigns start with an email list full of qualified leads that are interested in what you have to offer. The best way to build a targeted email list is to convert your website visitors into subscribers.
But did you know that on average, 80% of your website visitors will leave your site for good, without signing up to your newsletter? Therefore look at using exit-intent popups to convert those abandoning visitors into subscribers and customers.
Step 2. Know Your Goals
All good marketing starts with setting goals, and email marketing is no different. To run a successful email marketing campaign, think about what you want to achieve. Typical goals for an email marketing campaign include:
- Welcoming new subscribers and telling them about your business and values so you start to build a relationship with them.
- Boosting engagement with your content and your business, whether that’s promoting a webinar or trying to make an initial sale.
- Nurturing existing subscribers by providing something they’ll value.
- Re-engaging subscribers who haven’t been particularly active.
- Segmenting your subscribers so you can send more targeted email marketing campaigns.
You can also set email marketing goals according to your conversion goals.
Step 3. Understand Email Types
It’s also important to understand the different types of email that you can send. People group these in different ways, but here are the three key email types.
- Promotional emails, which talk about offers and sales and are self-promotional.
- Relational emails, which give subscribers what you’ve promised, like a weekly newsletter, a free gift, relevant information they can use, and so on.
- Transactional emails, which include:
- Subscriber signup confirmations
- Welcome messages
- Order or purchase confirmations
- Acknowledgements of changes to subscriber information
- Transactional emails are usually triggered by subscribers’ actions and relate to an action they’ve taken on your site.
Step 4. Know Your Audience
If you’ve been doing email marketing for a while, you’ll likely know who your audience is. If you’re just getting started, you’ll have to make some educated guesses so you can target your content.
Don’t worry; you’ll start collecting subscriber info the minute you send your first campaign, so next time round, you’ll have real data to work with.
Step 5. Make Use of Email Campaign and delivery technology
The best email marketing delivery tools help you create more successful email marketing campaigns. Providing features such as
- Easy campaign creation and automation, including templates and workflows.
- Integrations with software you already use, like WordPress
- Ways to segment your audience.
- In-depth analytics on email campaign performance.
Features like Mailchimp’s automations pictured below will help you schedule transactional emails and blog-driven updates, respond quickly to customers, and create and deliver promotional and relational emails. These are all good ways to build success with email marketing.
Step 6 – Make sure you have a great optin offer
It goes without saying that you need to get people on your email list to run a successful campaign.
To do that, you’ll need to create compelling offers and attractive opt in forms that get attention and encourage people to sign up. Experiment with different types of offers and forms on different parts of your site
Step 7 – Email Content Planning
Once you know your goals, email type and audience and you’ve attracted people onto your list, it’s time to plan your email marketing campaign. This is where many companies fall down – and this is where we are here to help
You have probably seen it previously when your company decided to create a newsletter – issue 1 full of content and looking highly professional. For month 2 the creativity has dried up and the newsletter is anything but newsworthy