Changes in the consumer buying cycle have completely transformed Marketing’s approach, and the biggest harbinger of this change is that consumers might move on before you ever knew they were customers. Competing successfully in this new environment requires three foundational building blocks:
Oct 30, 2012
Jul 12, 2012
In Olympic training, preparation is everything. Olympic athletes prepare rigorously to become champions in their respective events, and the process demands unwavering commitment, discipline and focus. Just as athletes develop their skills and expertise over time, so do leads need to be consistently nurtured. You can’t qualify for the Olympics after taking one swimming lesson – nor does it make sense to ask for a prospect’s business the first time you encounter a lead. With myriad messages competing for your prospect’s attention, a formal lead nurturing strategy can help to convert new leads into customers by providing the right content at the right time. Here are five steps for designing your lead nurturing strategy and creating content that converts.
May 30, 2012
Whether your focus is B2B or B2C marketing, manufacturers in the building products industry can benefit from integrating QR codes into their multi-channel marketing promotions strategies.
Feb 14, 2012
Companies are often challenged with applying market insights gained from tactical segmentation. But once target segments have been identified, how do you maximize segmentation within your marketing promotions strategy?
While social media continues to gain headway, continuity, or drip campaigns (email, direct mail or a combination) still remain a highly effective approach for nurturing prospects towards increased engagement and interaction with your brand. When coupled with an online element, such as URLs, PURLs or QR codes, measurement tools offered through marketing resource management (MRM) systems can deliver powerful analytics to optimize the sales cycle – providing a wealth of data to improve customer segmentation and content personalization.
Jan 19, 2012
Many marketing departments focus on messaging to prospects to generate sales and then halt communications once the prospect becomes a customer. However, communicating with new customers once the sale has closed is critical. This is when continued relationship-building is more important than ever in order to build loyalty and increase the potential for future sales.
Insurance customers tend to be very loyal but typically only purchase one or two products from their insurance agent. In order to grow customer accounts, insurance companies should engage customers in continuity or drip campaigns to stay top-of-mind between purchases. But, when it comes time for a “sales push”, how do you work with your agents and independent agencies to execute a campaign?
You’ve hired the best web designer you could find, a team of writers is blogging relevant, and informative content, you’ve built customer portals, but what do you have if no one sees it? Although all of these elements will make your online resources shine, there is no point in shining the spotlight when the theater is empty.
Once you have a dazzling site with amazing content, how can you lead your clients and prospects to it? There are several strategies that you can apply to build your audience. One that you may not have considered is a continuity campaign.