Email marketing is the Energizer Bunny of digital marketing tactics: Yes, it's been around for a long time, but it's still going. And for good reason--it works. Email has a median ROI of percent, according to eMarketer , well above the return for other digital marketing channels. Another recent survey of retailers found that 51 percent of customers make an initial purchase less than one month after signing up for a marketing email. By adding prospects to an email list and regularly contacting them with a newsletter or other content, you can keep them warm and keep your business on their radar until they are ready to make a purchase decision.
What should you email your prospects? You want to maintain the interest of a prospect and offer enough new information to nudge them down the purchase path. Try these strategies:. Referrals and word-of-mouth marketing are reliable ways to attract new leads. But the value of customer recommendations does not end there. Testimonials can be a key tactic in guiding prospects down the road to a purchase. Start by identifying your happiest customers and asking them to provide testimonials for your business. You should already know who your longest-tenured and hopefully most satisfied clients are.
You can also look at positive reviews, raves on social media sites, or old-fashioned in-person compliments for potential testimonials.
Be honest about shortcomings
Reach out to the customers for their permission, and get more details that will help you share their stories. Next, shape these kind words into inspiring stories with your business playing the role of epic hero. Like all people, your prospects will respond to the power of a tale well-told. It is one of the most persuasive methods to improve your marketing as an eCommerce store.
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Equally well-known is the difficulty involved in generating quality customer feedback. The lost customer is not the only casualty. Studies have shown that each dissatisfied customer typically shares the unsatisfactory experience with 8 to 10 sometimes even 20 others. Dissatisfied customers typically share their experience with 8 to 10 people. Click To Tweet. If you value your customers by asking feedback, you can keep them engaged with you.
To address this challenge, companies are finding new ways to engage customers and seek responses. According to a survey, 44 percent of online shoppers feel the best feature an eCommerce website can have is a live chat. Live chat can address many issues. For example, it can help customers who are unable to locate the items they seek, or answer questions about availability, payment, shipping, etc. Chat support can help a company get closer to its customers by better understanding their needs and challenges.
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It also helps identify patterns if there are any recurring issues and helps find long-term solutions for those issues. Online services such as Zopim let you introduce live chats on your website. As with other types of feedback, the quality of your response plays a critical role in achieving optimum results. You should do your best to make sure all customer questions are addressed promptly and with helpful information for your customer. Just like e-mail surveys, surveys which are sent after you close a ticket in a customer support portal, you can seek feedback after a live chat session has closed.
This feedback can include basic questions about whether the chat experience was helpful. This helps you rate the effectiveness of your chat-support personnel. If there are any complaints, customers can communicate their grievances through this email. This remains one of the most effective methods of generating feedback.
As a best practice, the forms should include all relevant questions related to feedback, but should not be too long. Whenever possible, provide customers with multiple options. For greater impact, the email address for feedback or the feedback form should be highly visible on the website. Feedier is a feedback tool that lets you collect valuable feedback using on-site widgets and embedding.
When you use a dedicated email for feedback or a feedback form on your site, you can track feedback using a ticket management system. Both options require an autoresponder email to be sent to your customer. The auto-responder should explain what happens next, and should indicate the amount of time needed for resolution.
Such surveys work well when there are only a few questions.
Word of Mouth Marketing Statistics
Over time, these ratings can reveal valuable trends. Another example is a series of questions that allow yes or no responses. A negative response prompts further questions seeking details about how the situation could have been better resolved. Calling customers is a highly personalized way to seek customer feedback.
8 Ways to Make Your Marketing Message Stand Out
This method is proactive, and generates the best responses. The advantage of this method is that you get firsthand feedback, straight from the customer. The key here is that the personnel making the call should come across as genuinely wanting to help or benefit the customer, and not as someone conducting a mere formality or a sales call.
When executed well, it strengthens the customer relationship and makes your customers feel valued. To get the most out of this method, contact customers at appropriate times. Studies have shown that customers are more likely to respond between 8am and 9am and between 4pm and 5pm. Lunchtime, between 1pm and 2pm is the absolute worst time to call. It is a must for new shoppers. You should send out this survey within 3 to 5 days of order confirmation. Repeat customers should not receive the survey after every purchase, as they may get annoyed.
One key thing to keep in mind here is that feedback must appear to be for customer satisfaction and not cross-selling. Negative comments, if any, should be resolved ASAP to win customer loyalty and avoid any negative word-of-mouth. You can share positive feedback on the website, as that makes the customer feel valued. Source: signalvnoise. Social media sites such as Facebook, Twitter, LinkedIn, etc. Some tools even help monitor the social presence of your competitors.
Just as other methods do, social listening provides a great opportunity for you to improve user experience and quickly respond to any issue that might arise. Time plays a very important role in handling complaints on social media, as negative comments spread rapidly. Social listening requires dedicated resources to monitor and respond to feedback.
In addition, social media platforms have become extremely aware of their users and collect information about their viewers to connect with them in various ways. Social-networking website Facebook Inc.
Some people may react negatively because they believe it is an invasion of privacy. On the other hand, some individuals may enjoy this feature because their social network recognizes their interests and sends them particular advertisements pertaining to those interests. Consumers like to network with people who share their interests and desires.
Managers invest in social media to foster relationships and interact with customers. Since social media marketing first came into being, strategists and marketers have been getting smarter and more careful with the way they collect information and distributing advertisements. With the presence of data collecting companies, there is no longer a need to target specific audiences. This can be seen as a large ethically gray area. For many users, this is a breach of privacy, but there are no laws that prevent these companies from using the information provided on their websites.
Companies like Equifax, Inc. Facebook later revealed that they purchased the information in order to create a more efficient advertising service.
Facebook had an estimated He proposed the Privacy Bill of Rights, which would protect the average user from having their private information downloaded and shared with third party companies. The proposed laws would give the consumer more control over what information companies can collect.
This involves tracking the volume of visits, leads, and customers to a website from the individual social channel. Google Analytics  is a free tool that shows the behavior and other information, such as demographics and device type used, of website visitors from social networks. This and other commercial offers can aid marketers in choosing the most effective social networks and social media marketing activities.
The end goal of any marketing effort is to generate sales. Although social media is a useful marketing tool, it is often difficult to quantify to what extent it is contributing to profit. ROI can be measured by comparing marketing analytic value to contact database or CRM and connect marketing efforts directly to sales activity.
Several customers are turning towards social media to express their appreciation or frustration with brands, product or services. Therefore, marketers can measure the frequency of which customers are discussing their brand and judge how effective their SMM strategies are. There has been an increase in social media marketing in sport, as sports teams and clubs recognise the importance of keeping a rapport with their fans and other audiences through social media.
From Wikipedia, the free encyclopedia. Main article: Social media. See also: Return on investment. Journal of Business Research. The International Journal of Management Education. Retrieved 7 February Information Systems Research. Retrieved March 17, International Journal of Mobile Marketing.