Archive for the ‘Customers’ Category

« Older Entries

Nurture Leads. Increase Conversions.

Thursday, November 19th, 2009

42-21546750Do you know this old parable?  A man has a large boulder in his back yard, and every day he goes out a hits it with a sledgehammer in a effort to reduce it to ruble so that it can be removed. Each day he hits it one time. This goes on for a year. And on the last day of the year, he swings the sledgehammer, and it cracks and crumbles in to a million small pieces.

The question is: Was it the last strike of the hammer that cracked and crumbled the boulder, or was it the result of the man’s daily efforts?

If you’re not converting as many leads as you would like, chances are you are not going out back and paying attention that that boulder.

Having a lead nurturing program is essential to reducing sales costs and increasing profits.

Companies with organized, systematic programs to reach back to leads are the companies who enjoy an above average conversion rate.

It takes constant attention.

Leads convert at different times for different reasons. And if’ you’re not staying in contact with your leads, engaging them in value-based conversations, then you are short-changing your efforts.

Seth Godin had a great point in his blog today when he asked why more companies don’t consider the lifetime value of a customer. You can’t convert what you ignore.

You’ve paid for the lead. Leverage that spend and increase your marketing your ROI.

(Image courtesy of Corbis)

Posted in Brand, Lead Generation, Lead Nurturing, Market Leading, Segmentation | No Comments »

What Are You Saying To Your ProspectsTo Boost Marketing ROI?

Wednesday, April 29th, 2009

What is the last thing you said in an ad … an email … a conversation with your prospects that actually got them excited about your business or service? If you can’t remember, it’s time to get to work.

Which of these do you think a prospect is more likely to respond to:

1. Our Services Can Save You Money.

2. Every New Customer Saves At Least 35% When They Use Our Service

Obvious, isn’t it?

Talk It Up

Think about it … If you’re spending money to generate business, the surest way to boost your marketing ROI is to make certain that what you say, and how you say it is compelling and offers the prospect every reason to make you their preferred  choice. It does not matter if you’re selling software, solutions to combat eye wrinkles, engineering services … the same applies.

I know it sounds simple, but simple is often overlooked.

Tags: , , , , , ,
Posted in Customers, Return On Marketing Investment | No Comments »

The Marketing ROI Of “Yes”.

Monday, March 2nd, 2009

I subscribe to blogs that offer practical insight and inspiration.  As a rule I don’t re-blog about what I’ve read, but there’s exception to every rule. Right?

Today, Seth Godin’s blog about “Looking for Yes” was very insightful and inspirational.

Seth contrasts experiences at the post office and FedEx.  It’s about the importance of looking for a “yes.” You know, those encounters where someone tells you “no”, what you want is not possible versus those where you hear, “yes”, we can get that done for you.

It made me think about the impact a “yes” can have to boost your marketing ROI. If the common denominator of a customer or prospect interaction is “yes”, it creates incredible leverage for establishing a lasting relationship.

What a mistake it is when employees think of a prospect or customer encounter as an interruption of their work.  The customer is the reason for the work.

And as we persevere in this economy, I can’t think of a better way to improve business than finding a way to say, “yes.”

Tags: , , , ,
Posted in Customers, Return On Marketing Investment | No Comments »

Can Your Prospective Customers Find You?

Thursday, February 19th, 2009

In the high stakes, winner take all game of internet marketing, if you’re not on the first page of Google, it’s game over.

These marketers go to great lengths, using all types of tools to put themselves in that coveted first position. It’s worth about 40% of the clicks from the prospective searchers.

Let’s assume you have a brick and mortar business. Can you imagine if 40% of the traffic driving past your store were to stop and come in.  What would that mean to your business?

You want your prospective customers to find you, right?  Why not take the time and resources to ensure that they can do so. Managing your Web site’s effectiveness is an excellent objective if you want to boost your marketing ROI.

Search engine optimization is certainly the first step. But there are many more legitimate tools you can and should use to get your site on Google’s first page. Google makes it easy to follow their guidelines.

Even if you are in a crowded space like weight loss or eye skin care or lasik surgery, you can separate yourself from the competition and make it easy for your prospective customers to find you.

Tags: , , , , ,
Posted in Customers, On-Line Marketing, Return On Marketing Investment | 2 Comments »

Where’s The Marketing ROI Lesson In Groundhog Day?

Monday, February 2nd, 2009

So the groundhog says there will be six more weeks of winter.  But, six more weeks of winter may mean something entirely different to someone in Waterville, Maine than it does to a guy in San Diego.

And that’s the lesson on this first Monday of February.

A predictive model is not “one size fits all.”  You have to understand your audience.

To the person in Maine who has been buried under five feet of snow since November, winter won’t be anywhere near over in six weeks.  In San Diego, it will probably be just another 74 degree day accented by a nice soft breeze.

Beware of marketing using broad assumptions. Segmenting your customers and prospects into specific categories and then applying that understanding to your marketing efforts will boost marketing ROI.

And, today’s economic reality mandates that companies get maximum return out of every marketing dollar.

Now’s the time to market aggressively with a intelligence-driven campaigns that resonate appropriately with the target.

Remember, you have to power to create your own marketing forecast!

Tags: , , , , ,
Posted in Customers, Marketing Intelligence, Return On Marketing Investment, Segmentation | No Comments »

Digital Marketing Can Boost Marketing ROI of Direct Pay Health Care Providers

Thursday, January 15th, 2009

My last post about our dentist resulted in another dentist following my Twitter updates.  First, I was impressed that a health care provider was using Twitter and then when I went to his Web site … I have to applaud his digital marketing acumen.

Check out his site. It is an excellent example of using multiple digital markeitng tools to boost marketing ROI. The site:

  • Uses video which is a great tool for SEO
  • Has two “opt-in” offers that result in list building of qualified prospects
  • Features video testimonials from patients
  • Targets mid-life dentistry issues
  • Contains a blog with an RSS feed

As the economy struggles along it’s vital to develop a realtionship with prospects through a two-way dialogue. Those who offer direct pay medical services can learn a lot from this site. And, that goes for anyone else who is trying to maximize their marketing ROI.

Let me know what you think of this Dentist’s efforts.  He’s my marketer of the day!

Tags: , , ,
Posted in Customers, Digital Markeing, Direct Marketing, Lead Generation, Segmentation | No Comments »

The Dentist And Marketing ROI

Wednesday, January 7th, 2009

My wife was complaining last night about the dentist our two college age kids see. She was upset that the dentist’s schedule has little room and flexibility during the college holiday break schedule. The dentist happens to be a friend of ours, so I called him with a “customer relationship” suggestion.

I asked him if he wanted to, was it reasonably easy to access his database and produce a list of all of his college age patients.  He said, “sure, why?’ I relayed the perception my wife has about the scheduling issues.

I suggested that he might want to think about sending out an email in October to those parents of his college age patients and informing them of special holiday break appointments he has reserved for those who will be in town during that time.

I told him I thought it would accomplish several things:

1. Using your data to communicate with customers about a specific idea or proposition is always a good idea and strengthens the relationship.

2. By letting parents know that you have special times for their kids set aside during the holiday period signals that you care about their needs and helps distinguish your level of service/brand from others.

3. Regardless if they avail themselves of the offer, it creates good “word-of-mouth” and nothing increases marketing ROI like WOM!

All of us have an opportunity to leverage our customer data and transform it into actionable efforts that will boost marketing ROI.

As for the dentist, he liked the idea and said he looked forward to thanking me in person at my next visit.  Uh,oh.

Tags: , , ,
Posted in Customers, Return On Marketing Investment | 2 Comments »

No More Free Beer?

Monday, January 5th, 2009

This just in … no more free beer at Busch theme parks. Just read this in a news post. It made me think about customer expectations.

As we launch a new year of engaging customers ask yourself what expectations your customers have about their interactions with you.

I have no idea whether or not those coming to a Busch theme park have come to expect free Budweiser as a just reward for standing in-line with the sweaty masses. But if they have, are there consequences?  Will people vote with their feet, or simply shrug it off as another casualty of a faltering economy?

Have your customers developed a set of expectations when interacting with your brand?  Do the expectations carry any value?  Metaphorically, if they expect a “free beer” when transacting with you, does it add value to the brand experience?

It’s a good time to determine what is and what’s not important to your customers.  Engage them in a simple survey, publish the results back to your customers and state your intended actions.

Bottoms up.

Tags: , , ,
Posted in Customers, Lead Generation | No Comments »

Stuff Your Business Stocking With Marketing ROI in 2009.

Wednesday, December 17th, 2008

Can you boost your marketing ROI in 2009? Sure you can. Here’s nine ideas you can put into motion today.

1. If you are like most, the 80/20 rule applies in your business. Segment you customer data and identify those producing the most revenue. Send them a personal note thanking them for their loyalty.

2. Stop marketing to the dead leads on your list. Replace them with leads that better match your best customer profile.

3. Don’t have a best customer profile? Mine your data and develop one.

4. Demand that every marketing dollar spent in 2009 will be measured.

5. Provide information to your prospects and customers that will help them impact their business.

6. Create a digital dialogue with your customers. Notice I said “dialogue.” Ask for feedback.

7. Find ways to add value to the product or service that you market.

8. Actively reengage warm leads.

9. Smile when you talk. Even if you’re on the phone. It works.

There’s no reason to believe that 2009 is going to be any easier than 2008. And, this makes it a perfect time to dedicate yourself and your team to doing everything you can to ensure dollars are deployed strategically and everything has a metric attached to it.

Tags: , , , ,
Posted in Customers, Lead Nurturing, Marketing, Return On Marketing Investment | 1 Comment »

There’s No Marketing ROI In Obsessing About Gloom & Doom

Tuesday, December 9th, 2008

OK, I’ve had it. In almost every conversation I have these days, someone has to do the “woe is us” speech. Instead of “woe”, I say, WHOA.

Let’s stop talking right now about what’s wrong and focus on what we can do that’s not only right, but likely profitable.

There has never been a better time for companies to commit to building market share through intelligence-driven marketing. Taking the time to understand customers and prospects will yield sustainable growth. But, it requires action.

Engage your customers and your prospects in a digital dialogue. Invite them to share their perspective and then tailor your message to their needs. Create a “drip” stream of communications that highlight your solutions, approach or products that will enhance their efforts.

Develop a bond based on shared knowledge and commitment to delivering exceptional value. Even if they aren’t buying now, they will again sometime. And, it might as well be from you.

If you don’t have a segmented database with full customer profiles you can still engage your marketplace. There are plenty of tools available to create a robust digital dialogue. Better yet, find a marketing group eager to help you build share through on-target, systematic communication.

For every minute I hear someone focused on what’s wrong, I’m going to spend five working as hard as I can to be a valued resource and boost marketing ROI for our business partners.

Tags: , , ,
Posted in Customers, Marketing Intelligence, Return On Marketing Investment, Segmentation | 1 Comment »

« Older Entries