6 Rules to Make Sure Your Marketing Messages Don’t Smell Like Spam

Email Marketing, marketing demographics, Marketing in the Moment, Marketing Mavens, Marketing Strategy, Measureable Marketing, Uncatergorized
Nobody wants to spam their customers, but most do it anyway.  Spam isn’t just about the quantity of emails and marketing you do you. It’s also about the quality.

Rule 1

Make a promise to yourself to never underestimate the intelligence of your customer or client. People are much smarter than you give them credit for and every time you send them an email or lead them down a drip campaign that smells like spam, you lose any form of trust that you were hoping to get.
When you are building a business, trust is everything.

Follow these surefire ways to build trust with your future customers.

Rule 2

Marketing messages that over promise and under deliver and sound too good to be true not only smell like spam, they taste like it too.  Keep your claims and benefits realistic and believable.

Rule 3

So don’t use unnecessary words to describe your product or service. It’s better to describe what your offer is in a more clear and precise way than to add on adjectives that lose their meaning. Another benefit of writing concise copy – it can be read and understood faster and easier.

Rule 4

Speaking of wasting another’s time, that is exactly what spamming does. If your email or landing page copy takes more than a minute to read or watch you have wasted everyone’s time. Get to the point as soon as you can. People are smarter than you think and don’t enjoy being lead down a long, boring sales funnel.

Rule 5

Especially if you are trying to put a squeeze on their decision making. People are on to your tactics and they aren’t going to buy into your limited time only offer. Knock it off. If they are looking for what you are selling and you have a superior product, they’ll buy it. No need to put the squeeze play on. It’s a total turn off.

Rule 6

Please price your products competitively. The more time it takes to understand how much you want for that product or service you are selling the more frustrated your customer will become. Be upfront and make sure your price is sensitive to competitive pricing. If it’s higher, be prepared to explain why and if it’s too low, you risk looking like a cheaper and lower value offer.

Would you like me to review your marketing messages? Drop me a link at hello@mj.works  – I am happy to connect.

 

How to Create Your Very First Email Campaign Using Mailchimp

digital marketing, Email Marketing, Mailchip email campaigns, Uncatergorized

Email marketing is still a very viable source of communication when done properly.

It’s one of the smartest ways to stay in touch with your customers and clients, as long as you are adding value.

That is exactly why I created this video tutorial above and here on YouTube.

I also have PDF’s you can use to follow along if video isn’t your thing.  Just drop me a line at m.johnson@themarketcouncil.com and I will send them your way.

xo

MJ

Marketing Health, Fitness, Food & Fashion + 3 Smart Ways To Build Your Online Business

digital content strategy, digital marketing, Email Marketing, Influencer marketing, instagram insight, Instagram marketing, madeline johnson, Marketing Mavens, marketing muscle, marketing plans, social media marketing

shy

What to Do When You Hate to Sell

So many business owners tell me how they hate to “sell”.  They don’t like to push their products or services on people because they can’t stand it when they are sold to by other companies. They delete email campaigns, block brands on their social media accounts and get really weirded out about retargeted ads appearing out of nowhere while they are surfing online. I know, it’s spooky.  I get it, I don’t like pushy sales campaigns either, but I also think many business owners need a shift in their perspective.  If you have a great product, you shouldn’t be selling at all. You should be building a community with your website, blog, video and social media platforms like Instagram and Facebook. You should be creating valuable videos, posts and downloadable tools that help future customers. Create and share like a thought leader about the problem your product solves and always give them a call-to-action.

community

Social Media Marketing Isn’t Difficult, But It Is Time-Consuming

So many brands want to create social media posts on the fly or worse yet, farm out the work to a freelancer who doesn’t understand their market. The truth is, without  proper planning, research or quality visuals, you aren’t going to attract any attention at all. Posting thoughtless or copy cat content can also lead to breaking trust with potential customers and clients. If clients only spent more time being thoughtful about what they want to post and really answered their audience and their community’s burning questions. If they only put themselves in their customer’s shoes. Think like your customers and clients and then give them solutions and broadcast it out to your social media content.

slow

Even The Best Content Won’t Be Seen Without a Sizable Community

On the other hand, many clients have fantastic content, but they haven’t bothered to build a following on LinkedIn, Facebook, Twitter, Instagram, SnapChat or Pinterest. They are wasting all that work on a community of zero. The way to get followers is to follow, to comment, to like and engage with the audience you want to attract.

community 2

I often get asked by associates, friends and new clients about what I am currently working on these days. Lately, I am in the midst of helping a number of businesses navigate their way through digital marketing & web-based sales.

I have a digital marketing consulting gig, which includes web and email campaigns for Glaxo Smith Kline. I am working with Roy Heitzer, Head of Multichannel Marketing in the Nordics:  Denmark, Estonia, Finland, Latvia, Lithuania, Sweden and Norway and his team.

GlaxoSmithKline_logo.svg

I am also creating a full marketing plan (including editorial content for articles, video and blog posts as well as strategy for social media and special events) for Nuvo Suites.

Nuvo Suites

On the side, I am writing articles about healthy and natural living for Green Scene Gal, a new blog dedicated to helping women who long for a more natural way of life that is free of synthetic chemicals, GMOs, pesticides and artificial hormones.

I just published this article to help warn new moms and dads about arsenic levels found in baby food.

10-reasons-why-going-organic-makes-a-difference-768x423

In the meantime, I am also developing a B2B Drip campaign for the fitness franchise Get in Shape for Women. See attached for email one of the five email campaign.

fitness

On a day-to-day, I strategize and assist Alana Johnson, designer and founder of Orseund Iris with her made in NY fashion label.  This includes strategizing and optimizing the business for growth which continues to build a following with 98% of online sales coming from Instagram and fashion influencers

Orseund 2

For those startups looking to build their vanity metrics with media interviews, I also have an online course www.ThePRPlaybook.com for  entrepreneurs in health, fitness and wellness. This is targeted to brands like PEbyDesign.com who I have helped from the ground up.

 

HOW TO SUSTAIN YOUR STARTUP SUCCESS

business, creative collaboration, digital content strategy, Email Marketing, Influencer marketing, instagram, instagram insight, Instagram marketing, Marketing in the Moment, marketing muscle, marketing plans, social media, social media marketing, Technology, the future of branding

This list of market building business tips about how to stay on course while you design epic products and services for the world was originally created for my daughter who is a hard-working, bad-ass fashion designer. Like every child ever born, she asks for advice daily and then ignores a lot of it. SO THAT IS WHY THERE IS SO MUCH EMOTION BEHIND THIS POST.  All of these tips apply to anyone making anything. They work and they are important and today is a SPECIAL DAY because she is FINALLY heeding more of this advice. Amen.

Sure she’s nervous, as any startup who has achieved a bit of success would be. You might be nervous too – the big question – how do I sustain the success? Especially in the finicky world of Insta-fashion.   Here, I humbly give you YOUR GUIDING STRATEGY FOR STAYING  & GROWING SUCCESSFULLY.

WAKE UP, DESIGN, REPEAT

Design EVERY SINGLE DAMN DAY.  Do not let a morning go by without designing. That means you don’t answer emails or texts or schedule meetings unto 1 pm every day. Why? Because the life of your authentic brand depends on you DESIGNING. Designing can mean sketching, shopping vintage, eating something delicious, going to an inspiring store, museum, listening to music – WHATEVER MAKES YOUR CREATIVE MINDFLOW BABY. The only reason you are in business is that you designed epicness in the first place. There is a lot of stuff people can buy out there, they are choosing to drop their bank on yours. KEEP THOSE CUSTOMERS HAPPY.

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DEVELOP SYSTEMS FOR REPETITIVE STUFF.

What is a system? A set of rules that a baby monkey can do. They just learn the system (written or video instructions) and they do it.

Develop a system for responding to customers emails including templates for their frequently asked questions.

Develop a system for making sizing 1,000% CLEAR for all customers. Put it on the website.

Develop a system for ordering office stuff – like your favorite drinks, food, printer ink. Yes. make a list for the intern or assistand – where to go, when to reorder, how to pay for it. Make it so YOU DON’T EVEN HAVE TO TELL HIM OR HER WHAT TO DO.

Develop a system for packing items for shipment – include the surprise and delight gift – write it down or video it for the new interns. Then make them watch it. Show them PRECISELY HOW YOU LIKE IT DONE.

If you are complaining that an intern or assistant isn’t doing something the way you like it, it is YOUR FAULT. You didn’t set up the easy-to-learn systems.

TAKE PRE-ORDERS ON ALL NEW DESIGNS

The best rule of business is to MARKET BEFORE YOU MANUFACTURER. This is done by the best, most SUCCESSFUL companies. Create the demand BEFORE YOU ACTUALLY MAKE THE style. How?? Start sharing the backstory of design on your Instagram and Pinterest (YES PINTEREST) accounts. Show your customers the inside scoop. Tease them and then create a link to a page where they can GIVE YOU THEIR MONEY. Let them know they are going to be the FIRST TO HAVE IT. How exciting is that?? And give them a little something special for supporting you in the meantime. Make the “landing page” really JAZZY, sexy & FUN. Show the super special parts of designing, what inspired you. What is a LANDING PAGE? It is a special page on your website that you LINK TO THE BIO in your Instagram account every time you POST about that one design to INSTAGRAM. Don’t wait for the customer to SAVE your post. Make it EASY FOR THEM TO SHOP THE LINE. Stop with this I DON’T WANT TO BE TOO “PUSHY” CRAP. THERE IS PUSHY AND THEN There IS MAKING IT SIMPLE & EASY. DO THE LATTER.

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SAVE SOME MONEY FOR GOD’S SAKE

Stop f-ing WASTING YOUR MONEY on stupidly expensive food. That $6.00 matcha drink isn’t good for you. Don’t buy into it. What is good for you is PEACE OF MIND THAT YOUR BANK ACCOUNT ISN’T NEGATIVE. Lack of money is the most stressful thing that can happen to you. You can lose your lover, break a leg, create something stupid that people will laugh at, but if you don’t have dough in the oven, life will SUCK. Make it a habit. Open up a BUSINESS SAVINGS ACCOUNT TOMORROW. Do it after you finish designing. Move $500 over IMMEDIATELY and then add reminders to your calendar to drop $500 in every month. DO THIS NOW. More if you can. Save, save, save. We are going to INVEST that money too, so your money can make baby money. GROW THAT ACCOUNT BABY.

LET THOSE DAMN HATERS HATE

It’s their job. That is what they do. Haters are going to HATE. It’s GREAT to have haters. Why? Because you are actually doing something that get’s noticed. Hater’s don’t hate on something that isn’t getting any attention. Why? BECAUSE HATERS DON’T DO ANYTHING BUT HATE. That is how they get their ATTENTION. MORE MONEY, MORE HATERS. That’s okay. Hell, some brands actually pay to have more HATERS. It’s called Facebook and Instagram ADVERTISING.

CHILL YOUR ROLL. TAKE A BREAK.

Every day make sure you do something ridiculously extravagant and/or luxurious. GO AHEAD WASTE SOME TIME. Whatever that means to you. A pedicure, a bike ride, a hello fresh meal with your partner. This business building thing is NOT A RACE. It is YOUR LIFE and you need to enjoy YOUR LIFE. So make some time every day to do something fun that you enjoy. DON’T FEEL GUILTY ABOUT IT. Just do it. Just like you design, you also  take time to RELAX every day.

4

IMITATION IS THE HIGHEST FORM OF FLATTERY – MY ASS

Anytime you can call out some creep ass KNOCK OFF cheater brand copying your original designs DO IT. Make them feel like what they are GREEDY, UNORIGINAL A-HOLES. That’s right. Call them out. Call them out in public in a CLEVER AND FUN WAY. Like you care but you don’t care. Unless they are HUGE creepy conglomerate – a dinosaur – looking to stay relevant. Then EMAIL CALL & SCREAM at the CEO & Founder and their BOARD OF DIRECTORS. Remember, however, when YOU are INSPIRED by something to REDESIGN IT and make it your VERY OWN. Best thing to do really is KNOCK OFF YOUR OWN DESIGNS and start a second business in the weird ass bowels of eBay. LOL. P.S. Don’t spend too much time on this and try to design something so ahead of the curve that the market has to catch up. One step ahead baby.

MOST PEOPLE ARE CLUELESS ABOUT HOW FAST THE WORLD IS CHANGING

So, don’t listen to MOST anyone, except maybe people like Elon Musk and Ray Kurzweil and maybe me because I have made it my business to stay RELEVANT, ahead of the CURVE and on top of my game.  I AM FASCINATED WITH CHANGE AND YOU SHOULD BE TOO. NO JOKE. Every business is being disrupted by technology. This includes INSTAGRAM. You have to start emailing  & MEETING with your customers and clients. WHY? Because Instagram may become the old people’s party and then how you gonna find them customers? SnapChat?

But doesn’t everyone hate email? Hello, people DON’T CHANGE THEIR EMAILS. Some still hang on to their freaking yahoo and aol accounts. Emails are a tighter connection. Better YET get the cell phones of your VIP customers and take them to DINNER. Just, whatever you do, DON’T BE BORING. Create an email you WISH SOMEONE WOULD SEND YOU.

GROW UP WITH YOUR CUSTOMERS OR KEEP ATTRACTING THE YOUNG GUNS

Yeah, your 25-year-old Insta-hottie is going to have a baby and all of a sudden that cropped off the shoulder number isn’t going hide her love handles and/or mother belt.  Oh, am I “body shaming”? Read the HATERS note above.  This is reality. Have a plan as to how you will keep moving forward with your biggest fans now or the babies coming down the pike.

5

EVERYONE IS GOING TO WANT A BIG BITE OF YOU. CHOOSE YOUR PACK WISELY

Why? Cause your haute, hot, HOT right now. Yup. Especially the has-beens and the wannabes.  Be DISCERNING. Be choosy. Be SUPER SELECTIVE about who you chill with. Why? Because if you hang with the reckless and wild, you will become reckless and wilder. If you chill with the sorry asses, you, in turn, will be a sadder one. EVERY dedicated entrepreneur experiences a bit of FOMO at times. There should be a LONELY HEARTS CLUB MEETUP for those building something big. Get out, dance, laugh and then get back to work. That BULL SHIT ABOUT WORKING HARD & PLAYING HARD is for drunks and trust fund IDIOTS without a purpose. Balance your work and play and stay away from the MDMA. Seriously, it’s not worth the emotional roller coaster ride.  Get HIGH ON LIFE.

SELECT WHO YOU WANT TO DO BUSINESS & SCREW THE 15 MINS OF FAME

Stop getting so flattered every time someone wants to COLLAB or PARTNER WITH YOU. You are WORKING YOUR ASS OFF and deserve to be noticed. Say NO to anyone not willing to collaborate with respect or who brings their headaches to the table. You have enough of your own problems to solve. If it’s not a HELL YEAH immediately than it’s a F NO. If you have to THINK about whether you want to sleep with someone, then it’s A F NO and collaborating is a lot like sleeping with someone. Create a list TODAY of the discerning people or businesses you want to align yourself with. SAY NO to anyone else who reaches out. Say it nicely. Always be kind. Kind always works. 

You WON’T MISS OUT. Andy Warhol was WRONG and RIDICULOUS about that 15 minutes of FAME. Not true. Most people remain anonymous their whole lives. You may never be famous. Who cares? It’s better to BE GREAT.

KNOW WHAT SUCCESS MEANS TO YOU

Stop measuring your success by other people’s stupid ideas of success. SUCCESS IS SIMPLY DOING WHAT YOU LOVE. Life is short. Everything else is BS.

7

IT ALWAYS TAKES LONGER THAN YOU THINK.

Whether it’s sex with an ex or a check-up at the dentist or building your first prototype or sample. So STOP with the anxiousness.  IT WILL TAKE YEARS TO GROW YOUR BUSINESS. Even Google, the FASTEST growing business in the history of the world took 15 years to become a GIANT. SO SLOW THE HELL DOWN.

How to Find Anyone’s Email

Email Marketing, growth hacking, How do do your own PR, Internet Marketing, Marketing Technology, online marketing, Uncatergorized

I just got off a marketing strategy consult call with a business owner looking to gather emails for her new campaign. Her list right now is small and she wants to build it so she can sell her new online course and book.

Looking to gather emails for your next email drip campaign?

In this short video, growth hacking pro Vincent Dignan offers up a number of tech tools to find emails faster, including Discover.ly, a chrome extension because cold emails are good, but warm emails are ten times better. Discover.ly will show you all of the Facebook and LinkedIn connections you have in common, making that first introduction a bit easier.

MailTester.com will test your emails to make sure they don’t bounce.

CharlieApp will help you prepare for your next meeting. Type in anyone’s email address and you will find all of their public information as you get ready for your next meeting. You will quickly connect to their latest blog posts, new LinkedIn Updates and more.

Of course there’s email hunter, just type in any domain and find email address templates in seconds.

Need help with your email strategy? Next marketing campaign? I am available for consultation. Email me at m.johnson@themarketcouncil.com

 

Email Marketing 40x More Effective Than Social

Communications, Email Marketing, growth hacking, Marketing in the Moment, Marketing Technology, Uncatergorized

Email marketing is so underrated and has received a bad rap for being spam and junk mail just waiting to be deleted in your customer/client’s mailboxes.

Businesses and brands that get email right know better. Growth hackers like Vincent Dignan, creator of the Secret Sauce know even more.  Email marketing isn’t dead, it’s just been abused by marketers that aren’t creating thoughtful email campaigns that are useful and helpful.

In less than two minutes, we will explain why email is still your best marketing bet and how to run an effective campaign.

Marketing Secrets. A Look at Conversion.

advertising on smartphones, Brand Awareness, digital advertising, Email Marketing, Experiential Marketing, Marketing in the Moment, Marketing Mavens, Marketing Metrics, marketing plans, marketing rituals, target marketing, web advertising, website design

brainBefore I begin, I must stress that the most effective marketing secret is in remaining “remarkable” @thisissethsblog Why remarkable? Because it really is about creating an amazingly valuable product or service that people just can’t live without. There may not even be a need for marketing. Well unless you have a really bad website. Than you need some help. But if your product is super wonderful, especially when people want to know – where’d you get that? Then you are #mydreamclient

For the rest of the world, marketing comes in handy and increasingly so on the internet.

Statistics vary from source-to-source, but the conversion rates to follow in this post are closer to the truth than what most digital agencies quote.  The purpose of this post is to relate what is most effective when it comes to spending your marketing dollars.

In 2016, global e-commerce sales are expected to reach 1.92 trillion US dollars. This year alone, 1.22 billion people worldwide are expected to buy goods and services online. (Conversioner.com)

While Gartner Research claims that by 2020 customers will manage 85% of their relationships with brands without ever talking to a human because of rapid growth of “marketing automation”, this post is a review of current conversation rates for some of the most popular methods of inbound marketing conducted by mere humans.

It’s important to understand the difference between a CTR (click through rate) which happens during the customer’s discovery and journey and which refers to the percentage of visitors clicking on your online ad or blog post/video link. Divide the number of impressions (people who saw your content) received by the number of clicks to get the CTR. For example if a blog post had 100 shares and two people clicked on something in it, the rate would be 2%.

For this post a conversion rate measures the percentage of your website visitors who actually purchase something from you. Conversion rate measures the number of sales you’ve received, just divide the number of sales by the number of visitors you have had to your website. Focusing on the ultimate user experience, while optimizing the conversion rate on your website is extremely important and an entirely different topic. For this post we were interested in learning which marketing activities attract the highest chances of conversion.

According to Forrester Research the average conversion rates across marketing activities are about 2.9%, while it’s also interesting to note that the average online order value in the first quarter of 2014 in the US was $78.00.

According to Conversioner.com 80% of the online population has purchased something using the internet and 50% have purchased more than once while 84% of online shoppers refer to at least one social media site for recommendations before shopping.

Email Marketing

Some interesting findings.

  • Personalized emails improve click through rates by 14% and conversion rates by 10% (Aberdeen Group)
  • Using the word “Secret” in the subject line of your email has proven to get the most clicks. (Hubspot). While “Click Here” gets the highest percentage of clicks over “Go” and “Submit”.
  •  65% of consumers prefer emails that contain mostly images vs 35% who prefer mostly text. (Hubspot).
  •  According to Conversioner.com email marketing is the most converting traffic source with 3.3% conversion rate.

Social Media Marketing

So what does a Facebook business page or Instagram account really mean to your bottom line?

  • 52% of marketers cite difficulties in accurately measuring the return on investment as their main source of frustration in social marketing. It really makes you wonder about all the work it took to get those 1K + likes on Instagram, doesn’t it?
  • In 2014 Conversioner.com reported an average conversion rate of 1.08% through social platforms like Facebook and Pinterest.
  • According to a blog post by Marc Macdonald on Shopify.com Facebook dominates as a source of traffic and sales with a 1.85% conversion rate and an average of 85% of all orders from social media belong to Facebook. So less than two people out of 100 are actually going to buy anything from you.

You see Facebook and basically all social media are good tools for market research, customer service and customer feedback. Not sales.

Search Engine Optimization

  • SEO leads have a 14.6% close rate, while outbound leads (like direct mail or print advertising) have a 1.7% close rate. (Search Engine Journal).
  • A search for a product had an average 2.27% conversion rate for online US Shoppers in 2014. By referrer, Google had a 1.71% conversion rate in 2013 according to Smartinsights.com

Content Marketing

  • Marketers who have prioritized content creation and curation (ie. a brand blog) are 13x more likely to enjoy a positive return on investment.
  • Content marketing generates 3 x as many leads as traditional outbound marketing, but costs 62% less (Demand Metric)
  • The top three most widely adopted content marketing tactics are videos (87%), website articles (86%) and in person events.
  • 79% of companies that have a blog have reported a positive ROI for inbound marketing in 2013. (HubSpot State of Inbound 2013).
  • It’s interesting to note that 73% of consumers are more likely to make a purchase after watching a video and videos in universal search results have a 41% higher click through than plain-text results. When optimizing for universal search, pay attention to keyword intent and be sure to use informational keywords vs transactional words.

Referral Marketing

The trust factor becomes important with referral marketing as consumers rely on recommendations from people they know. According to a Neilson Trust Study, word-of-mouth referrals are the most trusted form of “marketing”, while editorial content, a mention or feature story in a magazine or newspaper fell behind a great branded website and online reviews.

Make it easy for customers to refer your products and services and be sure to respond to online reviews for engagement. Shopify has a number of great app recommendations to help referrals including Referral Candy, Friendybuy, LoyaltyLion and Referrify.

Paid Search

It depends on what you read, but the average click-through rate for paid search in 2010 worldwide was 2% (Convario Jan 2011) and in 2014 about 3.58% for shopping, 6.12% for banking, insurance and finance, 1.45% for the travel industry, 2.21% for home and garden and 4.79% for computers and technology.

Mobile Advertising

While about 8% of purchases come from desktops with a tablet purchase close behind, only 4% of purchases are made from a smart phone. But don’t you worry, that is growing. Thousands of blog posts will tell you so. In the meantime, there is a lot of mobile frustration, as potential customers complain of difficulty viewing product information, a challenge comparing product features and costs to others and slow connection speed as just a few of the setbacks to purchasing on their phones.

Affiliate Marketing

Conversions by affiliates have the highest order value with an average of $445.00 per sales order according to Hubspot and online surveys demonstrate a 1-3% conversion rate for affiliate marketing.

While we continue to study what marketing activities are worthwhile and actually lead to sales and have a return on investment when it comes to building a business, we agree with Seth Godin. “Being the best in the world is seriously underrated.”

The Mobile Love Connection

customer loyalty, customized promotions, Email Marketing, Marketing in the Moment

From the sound of things, it looks like customer connections are still strongest with opt-in emails and website promotions. While social media (Facebook, Twitter, Pinterest and YouTube, blah, blah, blah) do add marketing and promotional value, research shows that the top ways consumers find out about special promotions is through company web sites and email alerts. Best practice for business is to make sure your email is smart phone ready as more email is read via mobile than on a desktop or via web mail.

Stats say 43% of email is now opened on a mobile device.  Litmus –”Email Analytics” (December 2012). Before you go all “responsive development for m commerce on your biz” read this http://mobile.smashingmagazine.com/2013/01/18/assumptions-about-mobile-to-reconsider/ about the assumptions made about designing for e-commerce @smashingmag

Mobile Strategy for Luxury Beauty Brands

Beauty pr, Email Marketing, future of marketing, marketing plans, mobile app marketing

A Mobile Strategy for Luxury Beauty

Stepping up your mobile strategy will allow you to reach your consumers during what marketers call the “path to purchase” or what is considered  your customers’ “voyage to value”.

It starts with awareness – what is that new fragrance from Chanel called?

then moves to trial – I received a Birchbox of samples of the newest lip and eye shades!

with a persuasive “call to action”now that is a Sephora beauty deal worth receiving.

and finally, being there when she needs you most – the touch point of loyalty – I have to buy that new age-defying eye serum right now!

Your website should be optimized  for mobile (iPhones, Androids and tablets across the board) to capture your customer at all phases of her purchasing journey. When will she finally click to the cart?  It could be today, it could be next month – but you better be ready for her, where ever she is.

Here, a few tips on how to develop a smart mobile strategy for your beauty brand –

  • Study your audience purchasing habits – including media consumption patterns. Is it TMZ? or Style.com?
  • Ask the question -What does your consumer want out of a mobile offering? Price comparisons? product reviews? QR code scanning?
  • Understand whether your product is suitable to mobile marketing or actual mobile commerce.
  • Consider that consumers are using more than one device to search and shop – tablet, phone, desktop and laptop. Make sure your brand looks and performs well on all platforms.

And. . . .

  • When it comes to designing your customer’s user experience – maximize utility and minimize clutter. It shouldn’t  be difficult to find the “buy now” button.
  • Realize there will be some consistent messaging and content across all platforms as well as specific information to each device/platform. Think it through. A “thoughtful” mobile app is a better experience.
  • Some of the “content” you create should tout your brands’ goods and services while other information might be more peripheral – and not even seem to related to the brands’ core offerings, but more to the lifestyle of the consumer.

Micro-Marketing – Zooming in on New Customers

Creative Marketing Campaigns, customer loyalty, customized promotions, Email Marketing, future of marketing, infiltration marketing & PR, Marketing Mavens, marketing muscle, Measureable Marketing, Uncatergorized, word of mouth campaigns

Zooming in on a specific concentrated/targeted market can be an effective way to increase customers and sales revenue. It requires a very strategic focus and time spent studying the current customer mix, how they shop and what they do before and after they arrive at your business.

We have a goal to double our client’s customer base in 30 days. Our biggest weapon will be word-of- mouth marketing, giving current customers a rewarding incentive to tell just one friend or family member to try our client’s services.  Doesn’t it seem much more doable when you break it down into simple bites?

Here are five of the tactics that we believe will help us to reach our goal.

  1. Email current customers with a double rewards program incentive for each friend/family member they bring in by the end of October along with the creation of point of purchase signage at reception and check-out in case they miss the email. Be sure to encourage them to forward the email from their phone and invite friends on Facebook.
  2. Participate in mid-month customer appreciation events at the local chain of gyms with one location across the street and another about 9 blocks from this location. We found out about these customer appreciation days by just walking into the gym one day to introduce ourselves.
  3. Investigate the costs of hosting a table/booth at street fairs and festivals within a 20 block radius for micro-branding.  (More and more of these festivals are popping up around the holidays – a great way to find original and hand-made “Esty” like gifts).
  4. Offer gift certificates and products as prizes for the local YWCA events (two blocks away from our location). Again more branding on the Y website and to their fans and followers.
  5. Inviting bloggers in for a complimentary service to help spread the word through earned media. Also sharing tips and advice from our experts to their readers/visitors.