In nature, “nurturing” always implies a particular relationship between the nurturer and the nuturee: the party with more knowledge/experience/information/power shares those qualities with the party possessing less, with the goal of bringing about positive change. Appropriately, “lead nurturing” in the email marketing world refers to the educational relationship you create with subscribers, with the goal of persuading them to act. When you get it right, you’ll not only get more customers to say yes, you’ll also build a core of loyal clients who throw their business your way again and again.
Basics of Lead Nurturing
Lead nurturing isn’t just sending emails once a week. It involves providing relevant, useful information to the subscriber about the offer you want him to accept. And it requires planning.
Create a target audience persona. Your email list includes a variety of personality and customer types, but in order to create the most effective email campaign, you’ll need to choose one target persona to focus on. Create each email with that personality in mind. What motivates them? What information do they need? What questions do they want answered? Focus on building a relationship with your target audience in order to earn their loyalty.
Determine a consistent email frequency and sequence.... Read more
Tags: email marketing, lead nurturing
Posted in Email | No Comments »
It looks like the San Francisco 49ers couldn't quite make it past the Baltimore Ravens in this year's Super Bowl. In business, we also strive to pull ahead and stand out among leading competitors. Winning customers in a business arena can be a challenge. So, when faced head-on with competition, will your website stack up or are you just throwing a Hail Mary?
1st Down - Branding: Does your website and homepage reflect your product or services and who you are as a company? If the first impression of your website does not resonate with your demographic, you have lost their attention at kickoff. A cohesive brand image and identity is essential to gain credibility among your consumers or clients.
2nd Down - Layout: Ease of navigation is key to pull readers into your content without overloading them with data and endless text. Think of your layout like a game plan where you want clients to look, click and how they drive into your website will steer them to take action or forfeit the search altogether. Simple, organized layout wins hand over fist against dense copy, dozens of tabs and multiple, competing messages.
3rd Down - Subscribers: Capturing visitors is a must; and... Read more
Tags: 49ers, client relations, content marketing, email marketing, lead generation, new busiiness, San Francisco, superbowl, web dev, Website Design, website layout
Posted in Creative Best Practices, Email, Social Media, Websites | 2 Comments »
Integrating email with your advertising campaign has many advantages for both the consumer and the business. Not only is it a good way to increase your marketing response rates, it can create closer relationships with the majority your company's regular customers. When you integrate display ad campaigns into email marketing, you can create a system that can keep in touch with the customer while, at the same time, showing them that there is more that they can do with your business.
Tags: email marketing, marketing automation, online display advertising, retargeting
Posted in Media Planning & Buying, Opinions, Targeting | No Comments »
“Boring!” It’s the nemesis of all content writers and it threatens to creep into your newsletters. As soon as boring content shows its face, you can kiss the inbox goodbye and start staking out real estate in the recycle bin. What to do? Follow these eleven tips to keep your subscribers engaged from the headline all the way to the fine print.
1. Tantalize with a fabulous headline.
Ask a question, promise a list of tips, or offer free industry-related advice. If your headline is a lemon, your readers won’t take the time to read further.
2. Write about what you know.
Fill your newsletter content with the things you consider yourself to be an expert on rather than falling back on someone else’s content.
3. Choose current hot topics from your industry.
Follow blogs and stay up to date on new product releases, industry changes, and questions people are currently asking. Position yourself as an expert on current topics through your newsletter.
4. Let your personality shine through.
Be conversational, humorous, witty, and even sarcastic if it comes naturally to you, all with the goal of building... Read more
Tags: Copy, copy writing, customer engagement, email marketing, subject lines, subscribers
Posted in Creative Best Practices, Email, Emerging Platforms, Entertainment, Social Media | No Comments »
Posted by
Ross Kramer on December 5th, 2012 at 10:10 am
We’re in the midst of what could and should be the biggest online shopping season ever. For the first time Black Friday brought in over $1 billion in online sales. Cyber Monday nearly hit $2 billion; and customers aren’t showing signs of slowing down!
No doubt, eCommerce and online marketing managers will end the year on a high note. But how were the other three quarters? When you look back at 2012 as a whole, did you meet all of your marketing and revenue goals throughout the year? Did you set the correct goals for 2013?
Big data provides a detailed look into your customer base so you can take a more granular approach to growing your online business next year, focusing on improving repeat visits, decreasing bounce rates, increasing natural search traffic, and prolonging customer lifecycles to improve lifetime value.
You already know how to attract new customers to capture the first sale. To truly impact your business next year you have focus on capturing the second – then third – sale.
To do that you have to understand how to engage customers post-purchase and how to re-engage them as time goes by. The longer customers go without buying from you, the less... Read more
Tags: ecommerce, Email, email campaigns, email marketing, email marketing analytics strategy testing measurement optimization, email marketing platform
Posted in Email, Targeting | No Comments »
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