3 Incredible Marketing Strategies For Success
You can listen to this blog post on the go!
As a business, It’s not enough to have a great product and expect it to fly off the shelves. This is where marketing comes in. There are so many ways to attract customers, but today I'll give you three marketing strategies for success.
1. Email Marketing
Whether its onboarding emails to introduce new customers to your brand or promotional emails to spark the interests of seasoned shoppers, email is still one of the top ways to communicate with current and potential patrons. You may have already heard about the importance of building an email list on other marketing blogs because it's true. In my current position, email marketing delivers the best results a majority of the time.
Your email list is filled with people who have some level of interest in what your business has to offer; leverage that. Not all emails are created equal; each should have a specific focus. Here are a few email types you should be sending:
This type of email is an opportunity to reach customers who've already made a purchase with your company, to upsell a product or service, or to send a reminder of abandoned items in shopping carts. Email retargeting can deliver a high return on investment. In a study by ConversionXL, Busted Tees received a 390% ROI from retargeting emails. If that didn't get your attention, I don't know what will.
Onboarding is an automated series of emails that can help maintain the interest of new customers and increase sales. Once a new customer makes a purchase and submits an email, they will begin to receive a series of emails over several months. The frequency you chose depends on the type of business and audience.
Some may see onboarding emails as an opportunity to SALE SALE SALE. In my opinion, this approach is not effective. In addition to selling your product or service, you should show how you can help. What value do you bring to the table? Are there blog posts that your new customer would be interested in? Maybe there is a how-to-video that shows three ways to wear the top they just purchased using your company's clothing line. After a few soft and helpful emails, its time for the hardcore sale. This part of the onboarding series could be specifically about a product or service you want to highlight.
There is no set formula for the perfect series of emails. It takes trial and error and a good understanding of who your customer is. Either way, onboarding is a must-have email type for your email strategy.
A build it and they will come mentality doesn't work for any part of your business, even the content that you create. Have you ever published a blog post or YouTube video and realized that no one was giving it the time of day? Creating content is the first step, now you have to let people know it exists. Email is a great way to spread the word. If they have interest in your company, they may have interest in the content that you create.
2. Micro-Influencer Marketing
Even with the high success rate of email, it's not the only marketing strategy you should implement. Another popular approach is influencer marketing, where you partner with everyday people who've built a following of individuals who trust and value his or her opinion; it's basically using word of mouth on a digital level.
The influencer showcases an item or items from your brand on their social media platforms in the hopes that the aspirational post will inspire potential customers to make a purchase. Usually, major influencers have followers near or well above one million. Followers are great, but I might argue that engagement is more important. A social media user with high engagement symbolizes the strength of the relationship between influencer and influencees. An influencer who develops strong follower relationships has the potential to yield better results because the followers will be more emotionally invested in the sponsored content.
Someone with between 500 - 5,000 engaged followers is more valuable than someone with 300K followers and little to no engagement. The former is an example of a micro-influencer. According to a HelloSociety study, micro influencers are able to generate 60% more engagement than other campaigns. So needless to say, micro-influencer marketing may be the way to go.
3. Facebook Ads Retargeting
Have you ever visited your favorite clothing website, viewed an item, and then visited Facebook only to see an ad of the exact item you recently viewed? It's a remarketing tactic called Facebook ads retargeting. It's a great way to remind your website visitors that they showed interest in an item. Maybe they were distracted by something else or they weren't ready at that moment to make a purchase.
Here's a quick rundown of how Facebook Ads Retargeting works. You create a custom Facebook Pixel; it serves as a tracking code that you'll copy and paste to your website. You can create pixels that track visitors to your website, people who launched your app, people who engage with your Facebook or Instagram content, and more.
The information collected by the pixel will place the Facebook ad you create in front of the audience that you want to see it.
These three marketing strategies are important to consider in the current digital and influencer-driven climate and they're a great starting point. Take what you've learned here and take action.
If you've tried one or all three strategies, let me know if it was successful or if you felt you should've used a different approach.