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5 Ways To Generate More Revenue From Customers Post Sale

By | Email Marketing | No Comments

email remarketing

Many businesses, large and small work very hard to sell their product or service and once they do, they stop. This makes me sad! Very sad! Smart businesses not only work hard to sell their product or service, but they continue to work hard, post sale, to nurture relationships, fill additional needs of their customers, and take sales to the next level. This is also referred to as working to increase the lifetime value of each customer.

This might sound great, but one of the biggest reasons businesses stop working hard to sell, post sale, is because they don’t know how to do it. These strategies are often times technology driven and let’s be honest, most of us don’t get it. But fear not, with some help from a killer developer or development team, your business can be a remarketing machine!

So let’s talk about the five ways to generate more revenue from your customers post sale.

Pitch Complementary Products

The first thing you should do to help grow your sales is to recommend complimentary products immediately based on what was purchased. You should recommend related products on the thank you page. If your customer bought a iPhone case, pitch them screen protectors, chargers, etc.

Transactional Emails

Very similar to pitching complementary products on the thank you page, you should be pitching them in the order confirmation email. If you think about it, when was the last time you ordered something and immediately went to your email to make sure the order was received? Uh… like yesterday! And I do it 100% of the time and so do your customers.

In these emails you can pitch the same products you did on the thank you page or a whole new set of related products.

Re-Engagement Offers

In most cases, you should know exactly who your customers are and what they purchased from you. Well, your database should know. A few days post sale, you should be sending out custom offers to your customers based on their interests. These emails can include related products (like above), related content published on your site, but most importantly, some sort of trigger, like a discount to re-engage and bring them back to the website.

Dynamic Email Content

Get crazy with your emails… Just kidding! Nothing too crazy anyway. For those unfamiliar with dynamic content, this allows you to display the name of the customer, the product they purchased, recommend products, etc right in the email subject and body. As you can imagine, this is a pretty powerful strategy because the emails feel very personalized and tend to have higher open and conversion rates.

Retargeting

Lastly, retarget your customers. Tap into a network like Adroll or the Google Display Network and serve your customers ads pitching a discount on their next purchase or related products complimentary to their most recent purchase. Retargeting basically allows you to “stalk” your customers online with ads that hopefully bring them back to your site to spend more money with you.

By investing time, energy, and money into nurturing relationships with your current customers, you will grow your revenue and customer lifetime value dramatically.

Five Initiatives of a CMO & How Digital Marketing Can Help With Each

By | Digital Marketing | No Comments

cmo initativesChief Marketing Officers often times wear a lot of hats and have a long list of initiatives that they are responsible for, however, there are a small few that truly matter when it comes to marketing the business and ensuring a bright future for the organization and their employees. In today’s post, I want to talk about the five most important initiatives of a CMO and how digital marketing plays a crucial role helping them accomplish their initiatives.

Defining & Identifying The Most Strategically Important Clients

The first, and by far the most important goal of a CMO is to define and identify the most important “growth potential” clients. During the process, you should determine who they are, what their needs and pain points are, and how they prefer to consume information and be introduced to new ideas or concepts. The reason this is most important is because the success of all other initiatives hinge on this one initative. If you simply skip over this or get it completely wrong, chances are you’re going to be in some trouble down the road.

Performing this type of research is very time intensive, so I won’t go into it in this post, but here’s a nice write up by Jon Henshaw over at Raven Tools on defining your target audience and creating buyer personas.

Acquiring The Most Strategically Important Clients

After you’ve taken the time to clearly define your target audience and the customers which will not only bring you the most revenue, but will be the most profitable, acquiring them is fairly easy with several digital marketing strategies. Unlike older, outdated strategies, with digital, specifically SEO, PPC, and Social Media, you can put your message right in front of your most important clients and guess what? It converts at a higher rate and it’s cheaper acquire them too. Shhhhh… don’t tell your competitors 🙂

Retaining The Most Strategically Important Clients

Many will argue that client retention lies solely on the shoulders of the Chief Services Offer and their team of representatives, however, I disagree somewhat. Yes, client retention is heavily impacted by the front line employees and their leaders, however, with the help of the marketing team and focused content marketing initiatives, you can greatly increase the length of stay of each of your clients. Here’s one example of how to do this…

John (made up name) purchased a new marketing automation system from you. The system is fairly complex and has a steep learning curve. By providing a robust FAQ section along with video tutorials and written guides (all produced by the marketing team), you’ve increased the chances of John having a fantastic experience and staying on as a paying customer. If you didn’t provide such resources, John might have started looking for an easier solution online and stopped paying for your product after one month. This is just one of many ways to use content to improve the customer experience.

Growing The Amount of Revenue Coming From The Most Important Clients

Putting great emphasis on client retention as well as growing client accounts are two of the easiest ways for your organization to grow revenue and build a thriving business. There are two specific ways you can work to grow the amount of revenue your clients are spending with you. The first way to grow revenue from current clients is through remarketing. Smart marketers are not only segmenting leads they receive, but they are segmenting their customers based on what they purchased. If I purchased a golf shirt from the Nike Outlet, they could then send me promotions around golf pants, shoes, and other golf products that I might be in need of. These very targeted remarketing efforts always convert at a higher rate as opposed to a blanket promotion such as, we know you purchased something from us, we are having a sale on basketball shoes this week. As you can see, definitely not as effective.

The second way to grow revenue is through content marketing. Putting together ebooks, white papers, webinars or other targeted collateral or training that can be exclusively distributed to your clients for free is a great way to build awareness for your additional products or services. Again, if you segmented your list, you can send them collateral specifically geared towards something else they might need. This, coupled with a follow up call from an account representative to discuss opportunities has proven to be a very powerful way to grow the amount of revenue coming from each of your important clients.

Increasing The Perceived Value of The Products or Services Offered

The last initiative, which I feel is closely tied to the second and fourth initiatives, is to increase the perceived value of the products or services offered to your clients. This not only helps grow your client base, but helps retain your clients for a longer period of time.

To do this, you need to truly understand what your unique selling proposition (what makes you better than everyone else in the space) is and build internal and external campaigns to solidify it in the minds of everyone who interacts with your brand. If your front line employees don’t know what makes you different and consistently sell it to your clients, the perceived value remains the same or decreases over time. Content marketing is a great way to increase the perceived value internally and externally. Again, guides, ebooks, infographics and other digital assets can help you in your efforts.

As you can clearly see, a CMO definitely has their work cut out for them, however, by leveraging new technologies and marketing strategies, getting there is a whole lot easier than it used to be. Do you have any other tips on how to handle these five initiatives? If so, please share in the comments section below.

Image source: PRWeb

Four Powerful Tips To Help Grow & Maintain Your Email List

By | Email Marketing | No Comments

email-marketingCompanies who generate a lot of their revenue via online channels understand how important a responsive email list is to their business. A responsive list, no matter what the size, is worth its weight in gold and can be a source of recurring revenue through strategic remarketing efforts.

Growing and maintaining a list of quality email subscribers takes a lot of work, but by following a few best practices, you can ensure that your email marketing initiatives are successful and profitable for years to come. In today’s post, we are going to talk about four things you should be doing to grow and maintain your email list.

Don’t Ever Take Shortcuts

The first rule of growing and maintaining a quality email subscriber list is to never take shortcuts, EVER! Take it from me, purchasing a list of targeted subscribers from an email list broker is an extremely bad idea! It is also a bad idea to do a bait and switch, meaning promising your prospects something to get them to opt-in and then not deliver or deliver something completely different.

Ask For Subscribers Everywhere

The second rule of growing and maintaining a quality email list is to ask for subscribers everywhere. Most webmasters will just ask for the opt-in when someone visits their website. Others, those who are growing their subscribers at an insane rate, ask for the opt-in everywhere. Some of the places where you can ask for the opt-in are as follows:

  • Facebook Page
  • Google+ Page
  • Twitter
  • During the checkout process
  • After the sale
  • In the sales notification email
  • Ask your subscribers if they can refer new subscribers

And the list can go on and on.

Attract Subscribers With Content

The third rule of growing and maintaining a quality email list is to attract subscribers with valuable content. In addition to creation and social promotion of your content, email list growth should also play into your content marketing and promotion strategy. If not, you are missing out on some HIGH QUALITY subscribers.

So how do you do this? First, you need awesome content that is actually valuable to your target audience. This can come in the form of whitepapers, ebooks, training manuals, how-to guides, and so forth. Next, you take this content and place it in a locked down section of your site and only make it available to individuals who opt-in to receive your email communications. It’s really as simple as that 🙂

Increase Subscribers With The Right Incentives

The fourth rule of growing and maintaining a quality email list is to use incentives to increase opt-ins. Not just any incentives, but incentives that are valued by your target audience. Running a contest and offering a $500 gift card to Amazon to grow subscribers will only get you a bunch of people who don’t really want to receive an email from you. To make matters worse, they will most likely start reporting you as spam and could result in your email server getting blacklisted. Just don’t do it! Instead, offer free product, promo codes, or other targeted incentives to grow an email list of potential buyers.

As said above, a responsive email list is worth its weight in gold and is surely worth the time and investment it takes to grow and maintain it. Do you have any other tips on how to grow your email list? If so, please share in the comments section below.