Category Archives: Internet

UX and Marketing – a Case for Equal Spend

As a product owner, deciding where to allocate your precious budget is always a tough decision. Everyone has an opinion. It’s hard not to be swayed by impassioned pleas! It’s a predicament… is it best to spend on tried and tested marketing methodologies? Or do you look to the future, and invest in the evolving, more cutting edge approaches focused around improving user experience to drive your business forward?

Valid and very topical questions, the bottom line being what is going to deliver the best return on investment – both now and in the future.

Here are some interesting figures for you:

According to mycustomer.com – 80% of digital spend is investment in getting people to your product (marketing) whereas only 20% is spent on improving the user’s journey through conversion rate optimization and improving UX while the users are there. That seems like a huge disparity given the average rate of return!

While every business is different and there’s never a one size fits all approach to propelling your product forward, I feel that it’s incredibly important that there is ongoing spend on both user experience and marketing.

In case the numbers above aren’t a strong enough case for investment in UX alongside marketing here are some other reasons why they should command an equal share of your budget.

 

Decrease acquisition costs.

Customer acquisition costs are high, but guess what? They don’t have to be! Ensuring you provide a pleasing and memorable experience is the best advert of all. If someone loves your product they’re often quick to promote it to others and that’s the kind of social proof that money literally can’t buy – it’s free!

Increased numbers of users find your product through positive word of mouth, they’re prequalified, they have the intent to buy. Then they interact with your sales site and that’s seamless to use, they’re definitely in, they convert… rinse & repeat! The better the UX, the less you need to spend on marketing activities while your conversions actually increase organically.

 

Increase conversions

Conversion optimization is a facet of marketing but is also very closely interwoven with UX. How you display your offering and how you pitch it are crucial for the optimum number of prospects to become your paid customers.

Understanding why potential users do what they do, how they think, what problems they face, how they make decisions and how all that influences their interaction with your product would undeniably make meeting their needs easier. Seamlessly meeting potential users needs and overcoming objections through a deep understanding of their issues and perspective increases conversion. It can’t not! People are happy to buy into something that satisfies their requirements and makes their lives easier and that’s what creating great user experiences is all about.

You can convert more prospects without spending more on marketing or traffic acquisition.

 

Boost sales

Take a minute to digest these stats…

  • 75% of users base your entire company’s credibility on how your website
  • It is possible to increase sales on your site by as much as 225% just by presenting sufficient information to your prospects at exactly the right time.

This is key! The look, feel and usability that you craft, that come together as an experience for your customer can affect and increase sales by hundreds of percent. On the flip side…

  • The percentage of online consumers that are less likely to return to a site after a poor experience is 88%
  • Combine that with the fact that 79% of online shoppers who endure a dissatisfying experience when they visit are less likely to make a purchase from that site again and that looks pretty bleak!

If you’re actively marketing, continually striving to be driving site traffic and you’re not also actively tackling any user experience related obstacles, you are likely spending an awful lot, for what will likely only yield very little from the very few people who are prepared to put up with a subpar experience. Your users won’t rave about your product, they likely won’t keep on coming back and it all starts to fizzle. But it needn’t! If you have the drive, you can change that!

Provide a better experience to those people who do come upon your product, give them something of value, that solves a problem for them, packaged in a way that is psychologically proven to be appealing — and watch your sales skyrocket. Then those customers will become evangelists for your product and we’ve come full circle back to great user experiences decreasing acquisition costs.

There are plenty of other reasons why investing in user experience is as important as an investment in ongoing marketing, here’s few more for you…

  • It’s an awesome brand differentiator.
  • It’s a great way for you to stand out in overcrowded market places and secure competitive advantage.
  • The process of crafting great experiences often shines a light on emerging opportunities through a greater knowledge of your target market and empathy with your users.
  • People’s expectations are getting higher and higher, and a user experience revolution is rising to meet the need for better experiences. Don’t risk getting left behind and missing out!

It’s always tough committing to where to invest your precious hard earned funds. ]I’ll admit it’s tempting to fall back on tried and tested old school ways of working, but I hope I’ve made a compelling case for user experience being very worthy of your investment money. Crafting a great user experience is an ongoing investment in your product and brand’s long term future and balanced with ongoing marketing spend can provide you with nothing short of miraculous returns on your investment – surpassing results that marketing alone might yield.

 

UX and marketing

The post UX and Marketing – a Case for Equal Spend appeared first on GetResponse Blog – Online Marketing Tips.

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Here’s How You Can Start Segmenting Your List

It turns out that only 6.6% of email marketers use layered targeting to send relevant, personalized messages to their audience (Email Marketing & Beyond: Global Industry Benchmarks 2017). As you can see, there’s a huge opportunity for your business here. That’s why today I want to show you how to start segmenting your email list.

Start with data

Segmentation starts with a proper set of data. If you want to send relevant emails, you need to be able to collect relevant information about your subscribers.

If you run an online business, you know the golden rule – the less form fields, the higher the conversion rate. That’s exactly the reason why most ecommerce businesses ask only for the email address. You’re probably wondering: how can I segment my list when the email address is the only thing I’ve got? It’s OK. You can start with the email address and collect other data later throughout the subscription process.

Asking for small amounts of data over time rather than throwing a long web form at people who want to sign up is called progressive profiling. You can visit our resources and download a free guide: How To Generate Leads Through Progressive Profiling, if you want to learn more.

 

What do you really need to know about your subscribers?

Decide what information you’re after. Start with the following question: “What do I need to know about my subscribers in order to send them relevant emails?” It’s a simple yet powerful question. Depending on the business you might need different set of data to segment your list successfully, e.g.:

 

Fashion ecommerce

  • Sex (male/female/kids)
  • Product size
  • Preferred style
  • Favorite brands
  • Price sensitivity

 

Brick-and-mortar retail store

  • Address
  • Purchase preferences
  • Loyalty

 

Non-profit

  • Name (the use of the subscriber’s name might personalize the message and influence their decisions)
  • Interests
  • Average donation
  • Behavioral data (e.g. the kind of content subscribers interacted with)

 

Plan your email marketing workflow

Marketing automation forces you to think in terms of longer communication patterns. And that’s great because it makes planning emails for progressive profiling and segmentation much easier.

Look at the emails in your workflow and match them with the information you want to collect. This way you’ll create a step-by-step segmentation plan and clear template design guidelines, e.g.:

  • Subscription form – name, email address, date of birth (optional – for those who want to receive something special on that day)
  • Welcome email – promo code for the first purchase (you can tag those who purchased using the promo code)
  • First product email – 2 CTAs: for him/ for her (name and behavioral data collected based on the CTA will allow you to segment based on the sex)
  • Content email – 5 gift ideas for Star Wars fans (see who clicked the most – any die hard fans on your list?)
  • “Refer a friend” email – identify the most engaged subscribers and turn them into brand ambassadors

As you can see, each email in the workflow provides you with some information. It’s up to you if and how you collect, analyze, and make use of it.

 

Get inspired by other email marketers

Let me show you a few real-life examples from my inbox and maybe inspire you with examples of email marketers who are on top of their game.

Also remember to check out how you can start segmenting your list and use marketing automation features like scoring and tagging, web event tracking, and automation segmentation.

 

1. Demographics

Demographic data refers to a subscriber’s profile characteristics like sex, age, geography, income, etc. Among the commonly-used demographics in B2B are industry, budget, position in the company, etc.

Demographics allow you to validate your assumptions about your target audience and create mental pictures of the personas.

 

Here’s How You Can Start Segmenting Your List

The 2 CTAs (shop girls/shop boys) point subscribers to their preferred product category. Based on their activity, you can capture useful behavioral data.

 

2. Product preferences

Product preference plays a huge role in ecommerce. If you want to know what your subscribers look for, track the links clicked in your emails and on the website.

Try to go beyond the obvious and come up with creative ways of asking subscribers to choose their favorite products. If you’re looking for inspiration, TEAVANA is one of the brands that know how to engage their subscribers.

 

Here’s How You Can Start Segmenting Your List

A fragment of an email from TEAVANA asking people to vote for their favorite blend of tea. A clever way to test products and collect information on product preferences.

 

3. Interests

You can use different types of content to figure out what your subscribers want to know. Whether it’s fashion, literature, or construction – it’s always good to know your target audience’s information needs.

 

Here’s How You Can Start Segmenting Your List

STANLEY sends out different how-to content based on their subscribers’ skill level. A great example of valuable content providing great subscriber insights.

 

 

Here’s How You Can Start Segmenting Your List

An email form UncommonGoods with Father’s day gift ideas. Such a nice way to help out your subscribers and segment your email list at the same time.

4. Engagement

Find and reward your most engaged subscribers. Turn them into brand ambassadors who will help you increase brand awareness, build your email list, and bring in new customers.

 

 

Here’s How You Can Start Segmenting Your List

A thank you email from American Giant send to those who spread the word about the brand.

 

5. Geography

If you run a brick-and-mortar business, geography has major importance. Use online marketing channels to find potential customers in your area. Segment your list based on location and drive traffic to your physical locations.

 

Here’s How You Can Start Segmenting Your List

A fragment of an email form American Eagle with an offline promotional campaign and a CTA urging the subscriber to find the nearest store.

 

6. Website activity

Marketing automation allows you to see what subscribers do on your website. You can collect the data and send them a personalized email based on their activity when the moment is right.

 

Here’s How You Can Start Segmenting Your List

An email with products based on my previous website activity.

 

7. Purchase frequency

Did you know that you could use marketing automation data to identify frequent buyers, one-time customers, or deal hunters among your subscribers? Now you do. It’s a good idea to track subscribers purchase history and create segments for those who are ready to buy your product without a discount, and those who’d rather wait for the perfect moment with their purchase.

If you’re thinking of running a loyalty program and searching for inspiration, take a look at the airline industry.

 

Here’s How You Can Start Segmenting Your List

A fragment of an email form Virgin America offering a trip you can pay for in USD or loyalty-program points.

 

Start segmenting your list

You know why segmentation is important. You know what marketing automation features will help you collect meaningful information about your subscribers and group them in a meaningful way. You’ve seen some great email examples. So what are you waiting for? Start small and gradually become a segmentation expert. Share your thoughts in the comments below!

 

Here’s How You Can Start Segmenting Your List

The post Here’s How You Can Start Segmenting Your List appeared first on GetResponse Blog – Online Marketing Tips.

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How Businesses Can Use Education as a Marketing Tool

Businesses have become what they are today due to an element of expertise you possess. The expertise or knowledge can be in any domain. Be it finance, or supply chain — at the helm of it is education driving our businesses.

Even if you are not formally educated to devise a new business idea, it may have been your secondary education at the very least that would have served as the catalyst to your coming up with a business idea.

 

Understanding how to leverage education for business

In his book “Education of Millionaires,” Michael Ellsberg states that education should be considered as an investment. According to one study, it takes nearly 20 years to fully materialize the four-year degree, we so earnestly seek at college.

Education should be something that can serve us in the long term and by making you more financially stable. There is no point in spending six figures for a traditional college degree when in the end you have to settle for “peanuts” in the name of salary.

The idea is to network and seek mentors who will teach you the in-demand skills. It doesn’t matter, if you aren’t college graduated, skills learned from your mentors will be enough to keep your economic engine running. Moreover, it will prove to multiply your means of income or income streams, for that matter.

 

The trend

Although, this piece is not meant to preach to you on how not going to college is the trend. But this aspect cannot be totally denied. Although you can resort to mentors for knowledge and learning skills, it is also the world of digital marketing that has shaped the way we gain education.

If you have mastered the skills in digital media and specialize in the use of offline tools, you can thrust your business into a world of endless possibilities because the online medium has proven to supersede traditional forms of marketing.

For instance, Udemy, a platform offering thousands of courses, some paid whilst others free, is a business. On the face of it, it is an educational platform dealing in online education but for the creators, it is a business that hosts tutors/instructors from all around the world, specialized in their niches. They impart training and that is, in itself, marketing for Udemy.

 

Education to promote your brand

You must be wondering how you can channel your formal education which you cannot “un”-acquire, of course, for promoting your brand. See, whatever public need you are adhering to it becomes a commodity and people will buy it. The distinction arises when they prefer your product over the rivals.

Education never gets wasted. If it’s a degree you have the competitive edge in the market. Whether or not you have work is another debate. But you stand out because of your degree which others don’t have. Similarly, if a brand of shoes just sells shoes, okay, but what if that shoe brand began to facilitate fitness and fashion education?

Startling statement, eh? Just imagine what if it does? Wouldn’t it be a USP for the brand? Similarly, if its food items you sell, talk about nutritious elements of it. If it is painting, teach about design and the list goes on.

Referring to my earlier claim of how if you learn digital media tools you can deliver a seamless marketing experience. The answer is that an online presence of your brand will increase your chances of sale. Even if you are not well-versed in the domain of digital media, hire an expert. Allow room for your brand to speak volumes about your business, digitally.

This does not mean that you should compromise on the quality of the product or that pricing doesn’t matter to customers, you online presence is only meant to act as a value addition. What if the person browsing his favorite shoe from your online store happens to come across a blog on fashion educating him on current trends or an advice from the expert, would it hamper or help in the sale? I ask you. Think, decide and answer.

 

Too much clutter – stand out through education

Ok, I can’t hear what you have to say but I am sure, anyone in their right mind and with the slightest business acumen would never pass up on an opportunity that has to do with maximizing business revenue and in turn, personal gains.

There is a lot of competition. Cutthroat, to be honest. Tools like SEO and meaningful content can gravely bring in traffic to your website and subsequent conversions can result in both online purchases and at your brick and mortar store as well.

If you learn SEO, you will be able to rank your business higher in search results. If you are just starting out with your business, focusing on the organic form of SEO is your best option in promoting your business. In organic SEO, you should have powerhouse content to go with it else you cannot reap the desired benefits.

If you are an established entity, you can experiment with paid SEO. I don’t intend to drift from the topic but it is to give you an idea and not brief you on how to SEO. So, forgive me for not delving into it any further. You can browse for dissertation help online. As mentioned, running a blogs section on your business website can greatly help you to leverage digital media as a marketing tool. Make sure blogs are informative and serve as a takeaway for the visitors. With time, you can build a loyal base of readers.

 

Bringing it together

Thus, you must have observed by now how everything is connected and walks hand in hand. Through education, you initiate a business that you then market. Or, your business can educate which, technically, is marketing your brand. I know, it’s a lot to digest on the first read. So, read again but this time slowly to absorb the message.

Businesses are built around a need that the society is deprived of. Most often than not, education aims to stimulate the brain and makes you look around at what is lacking. You identify what’s amiss (it can be a product or a service) and formulate a strategy to translate that idea into reality. The same effort that goes into enacting a business, usually acts as a marketing vessel for your business. Startups are a classic example.

businesses can use education as a marketing tool

The post How Businesses Can Use Education as a Marketing Tool appeared first on GetResponse Blog – Online Marketing Tips.

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How to Attract, Engage, and Retain Students with Marketing Automation

For students, attending a higher education institution is about many things. Getting to know your own self, meeting interesting people, pursuing new hobbies, acquiring new skills, changing your career or even your entire life.

For those involved in managing a higher education institution, apart from helping to shape the next generation to achieve great things and conducting ground-breaking research, it’s just like any other business. To grow, it needs to attract, engage, and retain its customers, i.e. the students.

It’s not an easy task, especially at times of high economic uncertainty, when even graduating from a top school doesn’t guarantee you landing a profitable job. But it’s not necessarily a losing game.

Higher education institutions, e-learning platforms, and other businesses involved in personal development, can still meet their objective and attract, engage, and retain students long after they’ve graduated. They just need to get more creative in their marketing efforts. Let’s take a look at how adding marketing automation to the mix can help you meet your marketing department’s goals.

 

Step 1. Attract

One of the key business objectives for any higher education institution is to attract as many quality prospects as possible. By quality prospects, I mean potential students who are genuinely interested in acquiring new skills and developing their career, and who are ready to make the effort to achieve their goals.

So how can you find such quality prospects online? Here are several tactics you should start with:

  • Build a landing page for each specific course (e.g. International Business Management BSc) or at least the department (e.g. Business School), listing all the key benefits of joining them and a sign-up form that lets you collect the information about your prospects.
  • Run targeted ads using Facebook to find prospects who match your criteria (e.g. age, location, people who like specific pages or have checked in at a given location) and direct them to your landing page (either the general page for undergraduates, a specific department, or a particular course).
  • Run targeted ads using Facebook Lookalike audiences to find prospects who are similar to those who have already signed up for your courses or have done so in the past.
  • Run retargeting display ads to try to win back prospective students who visited your website. Make the ads unique, to match the pages they’ve visited and showed interest in.
  • Partner up with websites used by future students to seek information about their career development and schools. These can be ranking sites, local forums and news pages, career development centers, or simply high-schools and colleges. Present your prospectus on their site in a sponsored article, through an email newsletter, or organize an offline event where students can ask questions.
  • Use content marketing – run an online magazine, a newspaper, a free newsletter, vlogs, or simply a blog talking about things that matter to students and are happening in the world surrounding them. You can also organize offline and online meet-ups, where former alumni or well-known people can tell their stories and present the value of higher education through personal experiences.
  • Offer free online courses – both through your own website or platforms such as edX or Coursera. This way you’ll provide value to those who can’t afford higher education and give a taste of it to those who are considering signing up to a school.
  • Add social sharing features to your site and email communication. Try involving your current students and prospects to become advocates for your institution.

 

university of texas graduate college marketing automation higher education email

 

Of course, there’s plenty more you should be doing. Attending offline events, organizing open days at your school, presenting your school to students across the globe, partnering up with businesses to start scholarship and internship programs, offline display advertising, and much, much more.

When doing so, consider the way your future students are going through the decision-making process. Look at how your competitors present their offer to students. Perhaps instead of simply listing all the courses, you should draw up a career path they can follow, showing them exactly what it takes to e.g. become a developer.

 

lynda.com marketing automation higher education email

 

At the same time, make registration as easy as possible. Unclutter your pages, speed up the load time, and improve the accessibility on mobile phones. Be on the social media platforms your future students are using and follow the latest trends – not just in terms of how you promote your institution, but also what you’re teaching. Having an up-to-date, relevant syllabus is key in most industries, especially IT and digital marketing.

 

Step 2. Engage

Once you’ve managed to get students to sign up – be it for a specific course or just to receive communication about your offer – you need to engage them. Of course, engaging current and prospective students won’t be the same – after all, the goal you’ll want to achieve for those audiences is different – so I’ll split these two situations up.

 

How to engage prospective students

Before prospects enroll in your course, they first need to be convinced that the value they’ll receive is worth their time and money. They need to be sold on the idea of studying – which isn’t only about the fun of learning new things, but also about doing the actual work. Getting someone to enroll, often pay, and then do the hard work – that’s the tricky part.

So what can you do to engage prospects who’ve made the first step towards pursuing higher education?

Here are a few ideas:

  • Run an onboarding email campaign. It should guide them through the life on your campus, experiences they’ll gain, friends they’ll make, projects they’ll work on – overall the ins and outs of studying. To make it more trustworthy, let your current and former students speak for you: share their opinions, stories, and perspective, their reasons for choosing that particular school, and how it’s affected their lives.
  • Use different channels and content formats. Students are different and so is the way they consume information. Take this into consideration and share the information about your offer using web push notifications, social media, and email, videos, online documents, podcasts, or shareable and inspiring photos.
  • Let your students speak for you. I’ve already mentioned this in the first point, but this should be a general rule. You can make your social media and blog popular, by sharing your students’ stories. Let them be in charge of some of your communication. Let them take photos, record videos, post stories on Instagram, and show what life is like studying at your school, from their perspective.
  • Build a connection and open up for feedback. To get to know your prospects better, you’ll need to speak to them and observe how they react to your communication. Consider adding an easy way to get in touch with you through email, phone, social media, or even a live chat. This is especially important if your prospective students are located across the globe and calling in may be expensive or troublesome. Ask and answer questions; this way you’ll be able to help your audience right when they need it. And they’ll know whether they’ll make the right choice by joining your program.
  • Reach out. You know exactly who visited your site, signed up to receive your emails, and read your prospectus – why not ask them for an opinion? This will give you yet another chance to clear their doubts and learn more about their concerns. Use this feedback to improve how you communicate. Update your FAQ page, the landing pages describing the course, and your onboarding email communication.
  • Reactivate if they seem to be falling out of your funnel. If your onboarding communication wasn’t enough to convince them to enroll, that’s not a problem. Use retargeting campaigns, either through Google AdWords, Facebook, LinkedIn, email, or SMS – and present your offer at a later time. Signing up for a course isn’t a decision you can make overnight. Let them take their time, nurture them to gain their interest, and in the event of lowered engagement, run a retargeting campaign.

 

udemy marketing automation higher education

 

When employing the above-mentioned tactics, always remember to use tagging and scoring. With the information gathered through this process, you should be able to split your prospects into segments (e.g. based on the course, department, field of interest, or level of engagement in communication) and personalize your communication to deliver more relevant and valuable content. This way your conversion rates and consequently your sign-up rates will be higher!

How to engage current students

Your current students are the ones who’ve successfully enrolled to the course and have stayed that way for some time. It’s a good situation to be in, but it’s not the end of the race. You’ll want to keep them engaged and active, i.e. so that they’ll return to you, they’ll study, develop, and maybe eventually become advocates for your brand.

 

Here’s what you can do to achieve this goal:

  • Run an onboarding campaign. Just like with prospective students, it’s worth running an onboarding email campaign to start the relationship off on the right foot. Prepare your students for the course so they’ll benefit from it as much as possible and enjoy it at the same time. Help them quickly become emotionally attached to your school and other fellow students, so that they’ll want to belong there and keep coming back to the classes.
  • Provide help. The beginnings might be difficult. Getting around the campus, the e-learning platform, or the online research database might cause some frustration and concerns. Help your students out and guide them through the most important areas, so that they’ll never get stuck. Use email campaigns (both behavior-triggered and regular autoresponders), onboarding messages in your panel, or live chat to provide the help when it’s needed.

Send announcements and invitations. Organizing a meet-up, workshops, or launching a new course? Let your students know and show them how to enroll. Send an email invitation and guide them to your landing page, or the area in the dashboard that lets them sign up for the event.

 

university of birmingham marketing automation higher education

 

  • Provide reminders and last-chance calls. Sometimes you’ll have to give it more than one try, to get your students to sign up for the class. That’s why you should set up your marketing automation workflows to send automatic reminders to those who haven’t signed up yet. Tell them it’s their last chance to enroll, gain value, and get closer to achieving their goals.
  • Send behavior-triggered messages. If you’ve set up your marketing automation and platform right, you should be able to observe the actions your students are taking. Whether they’re signing up to classes, attending them, or submitting their assignments, you should be able to respond timely. Engage them and stay alert so that you’ll be able to congratulate them on their effort or motivate to make an extra effort.

 

udemy higher education marketing automation

 

  • Send recommendations. Consider what your students may be interested in, based on what courses they’ve taken or what grades they scored in their individual assignments. Also look at what other fellow students have done and found valuable in the past. Gather all this information and send your students recommendations that will motivate them to enroll to new courses or engage with your brand more.
  • Ask for opinions and use them as social proof in your communication. Just like with prospective students, you should value the feedback you can get from your current and former students. Ask them to rate your school, the facilities, the resources, and individual courses. The feedback you collect can help you build a better service and the social proof can be used to make your communication more convincing.
  • Build a community. Some students are there just for the certificate. Others are there for everything – the people, the experience, the community. But the community doesn’t form itself, you have to light the first match. Do so by connecting your audience with other current and former students. Lower the distance between the faculty and those who seek professional advice from them. Show your students that graduation is just the beginning and that there are benefits of staying in touch, years after receiving the diploma. Invite former alumni to join the conversation, create the culture of giving back to the community that has enabled them to gain professional education.You can do so by starting a blog or forum. Publish interesting stories, spark the discussion, and send automated emails to gather feedback from others who might be interested in the dialogue. Like I mentioned earlier, remember to use different content formats. Easy-to-digest videos might be best for engaging your audience, but long-form articles might be better for SEO, which in turn can help you attract sponsors and businesses who’d like to cooperate with you.

 

Start engaging your students right at the beginning and until the very end. If you do it right, the next point, i.e. retention, won’t be much of a challenge.

 

duo lingo italian email

 

Step 3. Retain

Last but not least, your goal should be to retain your students. You want them to stay with you for as long as possible, whether as students enrolling for new courses, or alumni who keep visiting your site, join the conversation, and maybe even help fund the studies for future students.

 

Here’s how you can retain your students better:

 

  • Ask for feedback and follow up on it. Just like I’ve mentioned before. Gaining feedback is crucial to running a successful higher education institution. You don’t want to run courses for the sake of it, you want students to enjoy and benefit from them. If you don’t know how they liked them, how can you improve your educational offer?Send email surveys automatically after your students finish the course or hand in their assignments. Upon receiving the feedback, be sure to follow up and ask further questions about what went well and what should be improved. If all goes well, you’ll get valuable information and will be able to ask your students to recommend the course to others who might be interested in it.
  • Send recommendations. Again, this applies to students who’ve just finished your course or have done so a few years ago. Recommend courses that are relevant to your audience. Whether it’s an elementary course or an MBA program, make sure that your offer is relevant and that the benefits portrayed are applicable to the given target group.
  • Use content marketing. A blog, vlogs, photos, and stories from your university or students are likely to interest even those who left your campus some time ago. Include alumni in your newsletters and update them on what’s new on your campus. Perhaps information about a party won’t interest them, but an interesting story about a Nobel prize winner who graduated from the same school might just work.

Send announcements and updates. Plenty of things are happening each day, some of them more remarkable than others. Share updates with your audience – about a new course that just started, a newly-opened department, or a breakthrough in an important research that your students and faculty have been conducting.

University of Birmingham higher education marketing automation goals

 

  • Bring the good memories back. One tactic that can work well towards engaging your audience is to remind them of the great experiences they’ve had while pursuing education at your school. Follow up on those events, for example, a year or five years after they’ve graduated.To make your communication more effective, personalize it using the data that you have about them, e.g. their name, course they attended, their class photo, or the date of the graduation. If you do it right, you’ll see that the response rate for this campaign will turn out great!
  • Organize meet-ups and reunions. Most students form small groups of friends they see every now and then. Others may not manage to do so, especially if they’re attending an online course.You can help them out, engage with them, and make sure they stay in the community by organizing offline and online meet-ups. If you have a fair amount of international students, try organizing them in different locations or informing them ahead of time. Make invitations, reminders, and follow-ups after the event has taken place part of your automation workflow, and make your events a success.
  • Ask for updates and donations. It’s important to gather information about your former students on a regular basis. Be it for statistical reasons or to get them to help you make the courses more interesting. Whatever the reason, you can do this, e.g. through an annual survey sent via email or direct mail.While you’re at it, be sure to ask your alumni to donate towards your institution. After all, they’ve benefited from it too, which means convincing them to help other students to fund their studies shouldn’t be a great challenge. Their help can come in many forms, so think about it too, if you want your conversion rate for this tactic to be high.

 

marketing automation higher education

 

Summing up

As you can see there are many, many ways to attract, engage, and retain students. Which tactics you’ll use will depend on the type of school you’re running – whether it’s a traditional university or an e-learning platform. Although the methods you’ll use will vary, the end goal and the rationale behind your strategy will remain the same. You’ll want your students to develop, achieve their goals, and while doing so – build a lasting relationship with your school.

 

marketing automation higher education email

The post How to Attract, Engage, and Retain Students with Marketing Automation appeared first on GetResponse Blog – Online Marketing Tips.

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10 Reasons Why Cloud-Based CRM Systems Are Great for Business

You can’t debate the importance of customer relationship management (CRM) tools for both large and small businesses. It has grown to become a strong platform for maintaining good customer relationships. As a result, most businesses have invested in world-class software to maintain and enhance the efficiency of their CRM systems. One of the emerging trends in customer relationship management is the use of cloud-based CRM systems.

There are currently a lot of debates going around as to whether cloud-based customer relationship systems are good for businesses. The truth of the matter is that any company with five or more clients should consider using tools that exist in the cloud. Here some of the reasons why.

 

1. They are easy to access.

System accessibility is a key to successful customer relationship management. Sales representatives need to access the system wherever and whenever they want. Therefore, they need a platform that allows them to work with the CRM tool seamlessly. The nature of the cloud allows them to log in from anywhere as long as there is an internet connection. Such provisions are helpful in emergency situations where a representative must make last minute calls to a customer. They also allow them to close sales from remote areas and generate leads while on the go.

 

2. They are easy to scale.

Cloud-based CRM systems are flexible when it comes to scalability. The systems can allow a company to adjust in its scope of operations without interfering with their normal operations. A company can either scale up or down depending on the necessity without any technical drama. The only thing the company needs is enough capacity in the cloud to accommodate any growth in data input. In case the company requires an upgrade in the CRM tool’s capacity, it can call the provider, who will make the expansion instantly.

 

3. They have a flexible integration process.

Businesses use CRM tools as databases for keeping important information about customer relationship initiatives made by the sales team. Other existing applications used for customer relationship management such as emails are attached to the CRM to enhance the uninterrupted flow of information. Cloud-based systems make the integration process easier to establish and maintain.

 

4. They allow collaboration.

Cloud CRM allows users to work together on one platform without any form of interference. It enables each member of the team to have his or her own login. This means that it is possible to log on multiple accounts at the same time. Such features can also provide additional security because they prevent someone from stealing any information from the system.

 

5. They promote centralization of information.

Gathering information in both small and large business is often an uphill task because an individual must go through all the documents from each department. This can be time-consuming and frustrating, especially if one cannot find the information. With a cloud-based CRM, it is possible to get all the customer information from one place at any instance. Centralizing information will also promote the sharing of information in an office. One can also give instructions to the team to read and send messages to their prospects.

 

6. They increase employee productivity.

Cloud-based CRM programs for small business and large corporations have proven to increase the rate of productivity at workplace. The team can work without being tied to an office desk. This allows them to track customers more efficiently from anywhere. They, in turn, initiate meaningful conversations and collect real-time data. They also increase the rate at which they engage customers in feedback talks. In the end, they deliver actionable leads that increase the level of productivity across the board.

 

7. Cloud-based CRM enhances security.

System security is an integral part of any business. Most e-commerce businesses have experienced at least one incidence of cyber-attacks, especially on the local systems. The level of security provided by cloud is high and tight. Unless you have made some major investments in the network and onsite security running in the office, you need the cloud for cheaper and better security.

 

8. They can give a quick deployment.

Time is the essence when relating to customers. It only takes a matter of minutes to lose a customer. As a result, a sales representative needs a system that can allow him or her to interact with and track customers fast enough, before they change their minds. A business needs a CRM platform that allows faster deployment and execution of commands regardless of the user’s location. It should not be labor-intensive or create unnecessary pressure on the IT team. With a cloud-based CRM option, a business can get rid of the time-lag while relying on quality services throughout.

 

9. They are agile.

Software agility affects every component of business. An agile CRM software allows the users to access it from any device all the time. It also allows the user to make some changes at his or her convenience.

 

10. They allow data backup.

Data backup is an important function that usually consumes a lot of resources for most businesses. Given that businesses store a lot of confidential information about their customers, they need a system that allows them to back up the data and retrieve it easily in case of any system breakdown. Cloud-based CRM service providers pay close attention to their data backup plans. They have a good recovery process in case there is loss or breach of data.

 

The bottom line

IT cloud-based services have seen an impressive outcome since the platform was invented. We have seen the major advances such as VPS cloud hosting, and now cloud-based software. Small and large companies should not ignore the impact of cloud on the sales conversion rates. It is high time businesses get rid of outdated attitudes about CRM and explore financially viable and effective ways to improve customer relationships.

 

cloud-based CRM systems are great for business

The post 10 Reasons Why Cloud-Based CRM Systems Are Great for Business appeared first on GetResponse Blog – Online Marketing Tips.

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Essential Techniques the World’s Largest Corporations Use to Keep Their Marketing Automation Campaigns Humming Along

Did you know that there are 11 times more B2B organizations using marketing automation today than there were in 2011? It’s true. As surprising as that statistic might be, in other ways, it’s not hard to believe. After all, marketing automation works, so a lot of corporations are jumping on board.

Take Oracle as an example. They used marketing automation to shorten the time it took to send a lead to their sales team by several days. Initially, it took them five days to pass a lead along to sales, but after implementing a marketing automation platform, they were able to pass leads on in a matter of hours.

That technique – passing a lead along to sales in a matter of hours – can be a game changer. A study out of Harvard, which involved 1.25 million sales leads from 29 B2C and 13 B2B companies, showed firms that contacted leads within an hour were nearly 7 times more likely to have a conversation with a decision maker than those that tried to contact the lead after more than one hour.

The same study found that the fast-moving companies were more than 60 times as likely to reach decision makers as companies that waited 24 hours or longer. Imagine getting 60 times better results from your campaigns simply because you didn’t wait 24 hours to respond to a lead!

Based on that (and other research), it’s safe to say that marketing automation is catching on big time. With all that in mind, let’s take a look at some of the techniques larger corporations are using to keep their marketing automation campaigns humming along.

 

Understand the 9 stages of subscriber engagement

Your prospects go through 9 distinct stages when they engage with your brand. Those stages are outlined on this infographic on the GetResponse website. For those of you whose index fingers don’t feel like clicking the mouse, we’ve included the 9 stages in the list below:

  1. Planning
  2. Awareness
  3. Consideration
  4. Familiarity
  5. Intent
  6. Evaluation
  7. Conversion
  8. Relations
  9. Loyalty and Advocacy

You’ll notice that two of those stages happen after your prospects convert into customers. Many companies overlook that nuance, but given the fact that people are 90% more likely to trust and buy from a brand that has been recommended by a friend, stages 8 and 9 are extremely important because they lead to word-of-mouth advertising for your business.

Are you leveraging stages 8 and 9 for your company? If not, you might be missing out on incremental revenue for your business.

 

Re-engage with inactive users

It happens to all of us. People subscribe to your e-newsletter and click through on all the right links. They’re deeply engaged with your brand and gradually move down the sales funnel. You tag them as a warm lead, then a hot lead. And then … nothing. They go quiet.

It’s enough to drive you crazy, but there’s some good news – there’s a tried and true technique you can use to re-engage inactive users. Start by creating a segment of people in your database who haven’t engaged with your brand in, say, 6 months or more. Then, send an exclusive offer or discount to those people to re-engage them with your brand. This will help restore the inactive leads and will also help you generate incremental revenue that you thought might have been lost.

Pro tip: There will still be some people in your segment who don’t respond despite your special offer. Consider deleting them from your database – if you have too many people in your database who aren’t engaged with your brand, it makes the database look spammy to email whitelist companies.

 

Upsell, cross-sell and cycle-sell

Are you upselling, cross-selling and cycle-selling? If not, you may be missing out on opportunities to grow your sales and revenues with marketing automation.

The easiest way to understand the difference between these three techniques is to think of a car sale. If the sales person wants to upsell, they say “Rather than buying the two-door, why don’t you buy the four-door instead?” If the sales person wants to cross-sell, they say, “Would you like to include a trailer hitch with the purchase of your new car?” And if the sales person wants to cycle-sell, they say, “It’s been 6 years since you bought your last car. It’s probably time for a new one. Would you like to discuss some of our low-cost financing options?”

These three techniques – upsell, cross-sell and cycle-sell – are used quite frequently by companies that leverage the power of marketing automation. Are you using the upsell, cross-sell and cycle-sell techniques? If not, it might be time to explore some of them for your company.

 

Putting it all into action

These are just some of the tips and techniques the world’s largest brands are using to improve the results of their marketing automation campaigns. What are some of the techniques you’ve used? If you have some ideas that our community should hear about, let us know in the comments section below.

The post Essential Techniques the World’s Largest Corporations Use to Keep Their Marketing Automation Campaigns Humming Along appeared first on GetResponse Blog – Online Marketing Tips.

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Email Subject Lines: Specific Is the New Short

For years now the best practice for writing email subject lines has been “keep it short”. This became even more important when more and more people started reading their emails on mobile devices. But – when you look at the data – does this advice really hold true? I have numbers that say something a little different.

As an email marketer I’m sure you know that many email clients cut off subject lines in the preview pane at 40 characters or less, and mobile devices can be even more limiting. So all best practice advice for years has been based on that: we’ve been told to keep our subject lines short. Or at least put the most important information first – which actually still makes a lot of sense, and I won’t argue with that. But according to the data from our recent research study, short subject lines are not the ones that are the most effective.

They’re certainly the most common – the majority of the subject lines of the emails we examined were 30-39 characters long (and mind you, we examined around 2 billion emails from the GetResponse database sent in Q4 2016, all over the globe.)

 

Email Subject Lines: Specific Is the New Short

 

Enter open and click rates.

What we’ve noticed was the fact that the subject lines that got the highest open rates were 90-119 characters long. Not something you’d call a short subject line, right?

Same goes for click rates – the research found that click rates are also the highest for longer subject lines (130-139), with the most popular length somewhere in the middle.

 

Email Subject Lines: Specific Is the New Short

 

What does that mean?

The fact that a subject line is short enough to not get cut off by email clients doesn’t make the email more likely to be opened. In fact, the length of the subject line doesn’t seem to be the crucial element here at all. According to Kath Pay, it’s about being specific. Specific subject lines naturally tend to be longer – they include more detailed information, while short subject lines tend to be generic and vague (after all, how specific can you be in 30 characters?)

35% of recipients open their emails based on the subject line alone – and it seems only logical that the more specific information you include, the more you can get your audience interested with the  details, such as dates,  price, or elements of personalization.

Of course, this is just a theory based on the data, and we’d have to test specifically (sic!) how specific subject lines perform in comparison to general ones. But it’s a completely valid theory that I think is worth exploring. And the data proves one thing for sure – take best practice advice with a grain of salt, and test. Testing is the only way you’re going to see what works best with your audience.

 

What about the preheader?

The preheader still tends to be undervalued, or even overlooked (probably why it’s my favorite element of the email.) In our research study, only 13% emails included it. It’s a shame, because the preheader is your chance to build on the subject line and add more information, if you can’t/don’t want to be too specific in the subject line itself. Even if your subject line does get cut off in the preview pane, most email clients will display the preheader – so why waste that little piece of text?

 

Email Subject Lines: Specific Is the New Short

 

When you look at the open and click rates – guess what – both are higher for emails that included preheaders.

 

Email Subject Lines: Specific Is the New Short

 

It’s worth noting that preview text and preheader might not be the same thing. Preview text will play a similar role if you’re not using a preheader at the top of your email – displaying along with the subject line in the email envelope – but it may be hidden in the body of the email. If you’re omitting the preheader/preview text altogether, the first line of text within the body of the email will take its place (so bear than in mind when writing it.) Watch out – it might be the alt text or title of your header image, if there’s no other text preceding it.

Of course, I’m not talking about the “View your email online” type of preheader here. (I can’t really see how it can influence anyone to open the email.) But if the preheader continues or complements the subject line (or: is the next element of the story you’re telling in your email), then it’s another, well, story altogether.

 

About the story: tell it, don’t sell it.

Today marketing is very much based on storytelling. In an email, you can start your story in the very subject line. Use it to set the scene, and make it interesting enough for people to click. And when you’re doing that, remember that the rest of the email has to deliver on the promise you’re making in the subject line. Your open and click rates will thank you.

Now back to the main topic.

 

Back to “specific” – some examples.

So I browsed my inbox (or inboxes) in search of some subject line + preheader/preview text duos. Take a look at a few I found. They’re not necessarily short, but they give me enough information to decide if I’m interested in the email (even if the subject line’s cut off, I can still make sense of them.)

Like this one:

 

Email Subject Lines: Specific Is the New Short

 

And here’s the same email seen in the Gmail iOS app, which cuts off the subject line text pretty heavily, but still lets me understand what the email’s about.

 

Email Subject Lines: Specific Is the New Short

 

Or this one, which gives me pretty detailed info in the preview text.

 

Email Subject Lines: Specific Is the New Short

 

With a totally unspecific subject line, this email does a good job using preview text to let me in on the details (free shipping!)

 

Email Subject Lines: Specific Is the New Short

 

Similarly to this one, explaining the event mentioned in the subject line.

 

Email Subject Lines: Specific Is the New Short

 

This one combines a functional preheader, sending the reader to the online version, with extra information that’s added to the subject line.

 

Email Subject Lines: Specific Is the New Short

 

This on the other hand, shows the completely wasted preheader opportunity:

 

Email Subject Lines: Specific Is the New Short

 

Along with this one that’s completely missed the specificity boat – both by being vague in the subject line, and completely ignoring the preheader/preview text:

 

Email Subject Lines: Specific Is the New Short

 

Nope, I didn’t open it.

 

See?

Your audience doesn’t care much about how long, or short your subject line is. So when crafting (and testing!) your next subject lines, remember to take into account much more than the length of your subject line. Put on your subscriber’s shoes, and read it in different email clients/on different devices. Check how the preview text plays off your subject line (does it?) Would you open your email?

 

Over to you

What worked for your subject lines? Got any advice? Let me and others know in the comments.

 

Email subject lines: specific is the new short

The post Email Subject Lines: Specific Is the New Short appeared first on GetResponse Blog – Online Marketing Tips.

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Driving Leads with LinkedIn: 4 Lead Magnet Strategies to Grow Your Marketing Automation

In my last article, I mentioned the importance of not adding every brand-new connection to your email list (without their permission). However, it is a good practice to send a message with a (valuable) lead magnet to anyone who invited you to connect.

Let’s dive a little deeper into this strategy.

1. Lead magnet & responding to invitations

With all the talk about social selling – it’s important to note that LinkedIn is not actually about selling! It is about creating better relationships with your connections so that they begin to know, like and trust you enough to eventually buy from you.

“All things being equal, people will do business with, and refer business to, those people they know, like and trust” – Bob Burg

So, first and foremost, you must know who your audience is and then create content that they would be interested in.

 

linkedin lead magnet strategies

 

I have a client who works in the arena of mergers and acquisitions (M&A). He realizes that M&A is much more than just a bunch of accountants looking at numbers. He really focuses on marketing and equity building strategies, and has excellent videos and articles he shares with his new connections. All his lead magnets are pieces of content that businesses can use to build their equity. He is really beginning to position himself and his company as the “go to” M&A company in Europe.

 

2. Add a lead magnet in your publisher articles

If you are already creating content for a blog post, you should re-purpose that content for LinkedIn publisher! (I have a whole article on how to use LinkedIn Publisher here)

If people are reading your long form posts (and they should be long – 900-1400 words,) then they are invested in you and your content.   So why not put a lead magnet right in the heart of your article?

One of my clients in Toronto, Canada, is bespoke men’s clothier. They have some of the coolest lead magnets I’ve seen – from how to tie an ascot tie – to how to properly wear a morning jacket! Would a female realtor be reading their articles?  Probably not. But male sales and marketing professionals in Toronto sure are.  And the content in their posts are tailored (get it?) just for their niche audience.

 

3. Send private messages to carefully curated connections

One thing I make all my clients do (they hate me at first but thank me later) is to “manage” their connection by tagging them.  Why?  So that they can sort their network by those tags and then send private messages to that carefully curated selection of connections.

LinkedIn got rid of the tagging tool on the latest user interface.  But free users of LinkedIn can use a free Chrome app called Dux-Soup to tag and take notes on their connections and contacts. Sales Navigator (LinkedIn’s premium sales platform) still uses Tags and Notes.

 

linkedin lead magnet strategies

 

Once you have organized your connections into curated lists, you can message them with content (and lead magnets) designed specifically for them.

While you also will want to share some of that content in Publisher or as an update on LinkedIn, you have a much better chance of them seeing your content if you send it to them a private message.

  • Review your connections.
  • Tag them accordingly.
  • Create content for that targeted audience.
  • Send them a private message with the content link and a description of the content. (You should only send free lead magnets – not something you’re trying to sell them.)

 

4. Use Sponsored Updates to Promote an Article or Update

Finally, if you are sharing your content – either through updates or sharing Published Posts, consider paying to sponsor those updates so they are seen by a bigger network on LinkedIn.

If you have a clearly defined target market, but are not connected to them all yet, then sponsored updates will help you to reach these new leads.

 

linkedin lead magnet strategies

 

One of my clients is a very successful realtor, but was new to LinkedIn, so didn’t yet have a great network.  She came to me to help her create a strategy to grow her visibility.  The first thing we talked about was how she was NOT going to try and sell houses on LinkedIn. Rather, we were going to use LinkedIn to promote her as the “go to” resource for her community.  We had her write and share content about her community activities (where the best yoga studios, best doctors, salons and farmer’s markets were.) In fact – we repurposed a lot of content she had already created for Facebook and Instagram and lead magnets– that were still business-relevant. Since she didn’t have a big following yet, we promoted some of those articles to her very specific local market.  And she started getting invitations to connect!  If she had just plastered houses she was trying to sell all over her timeline or messaged every connection with a list of her latest properties, she would have remained invisible on LinkedIn.  Instead, she shared relevant community information with the right prospects in her area – and in turn, they think of her when they need –  or hear of someone who needs – a realtor.  She sells several homes a year through LinkedIn in this way.

 

In Conclusion

You can see that LinkedIn can in fact be a great place to grow your network, grow your visibility, grow your influence and grow your funnel.  While the tools and strategies are all there – you might just need a little help in figuring out how to put them together the right way for the best results!

linkedin lead magnet strategies

The post Driving Leads with LinkedIn: 4 Lead Magnet Strategies to Grow Your Marketing Automation appeared first on GetResponse Blog – Online Marketing Tips.

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Work on the Micro Moments from Start to Finish

There have been enough rounds of talks in the market about micro moments. What, exactly, is this? How is this related to business? Does this influence success? You need to reach your customers anytime, anywhere. Micro moments are the touch points, the moments that can smoothly nudge your customers to take a decision and sign a deal with your brand. Micro-moments are those moments which, when tracked, will help your brand be with your customers whenever they want. For digital marketers, micro-moments are sure to offer macro effects.

 

Nurture your customers

Every moment is critical for a brand to shape its existence and future survival. It takes only a blink to miss them. So, understand those moments and customize every incarnation of your brand to your customers by tracking or mapping those micro moments. Drive customer engagement by mirroring their words (queries) back to them. Build up the trust.

 

Internet driven moments

The buying journey of every consumer is changing. The kind of quality interaction that customers have with companies and brands is also seeing a big change. Gone are the days where a customer walks into a store and then decides to buy. Inspiration comes digitally now. Communication is so quick a that they are automatically and smoothly taken towards successfully completing the buying process, mostly digitally. According to StatCounter, the independent web analytics company, mobile stands at the top to use the internet.

Increased choices, cross-border purchases, and smartphone penetration are the three major factors that contribute towards the innovation of micro-moments.

 

Mobile search is redefining customer buying process

More and more people are using their mobile devices to search. Recent reports indicate that approximately 80% of people are using their phones to search. Smartphones stand as a medium to learn something new; get more information, and accomplish something that interests. By the end of 2017, more than a third of the world’s population is projected to own a smartphone. This is likely to account for approximately 6 billion smartphone users in the world. Nearly 50% of the search requests are initiated via mobile phones. Phones are now the new advisors and great assistants. Actions are taken on the move. Google addresses this as mobile micro moments.

 

micro moments in mobile marketing

 

Search Engines are adapting to its audience

In responding to mobile searches, search engines are evolving too. In the quest to turn its search engine into a master brain, Google recently announced the availability of shortcuts to smartphones. The facility lets its users find answers and recommendations on smartphones without having to think about what to ask its search engine. The feature appears as a row of icons below the Google search box. It lets users to just tap the icons, not type and quickly go on with their searches.

 

Be there and walk along

To be successful in your business, you need to understand your customers and their every move. Launched with an intention to address those “what, where, when, why and how”  queries of every customer, Micro-moments are sure to allow every brand to take advantage of the art of being there with the customers and being useful. This lets you walk along with your customers.

 

Understand the advantages of micro moments

  • Be with your customer throughout the buying journey
  • Optimize customers towards your campaign goals
  • You are always with the customers
  • Instantly connect with customers
  • Measure every interaction with your customer
  • Track and assign value for every touch point of your customers with your brand
  • Avoid getting blindsided by certain buyer preferences
  • Niche effectively

#Changing Focus

Moments keep changing. With a new day, new moments come up. Being there with their real-time requirements as a transformational guide is an art. Studies indicate that nearly 91% of mobile users research and look up for more information while they are in the midst of another task altogether. The customer can have multiple queries and focus on any given day.

For example, a customer who owns a building construction company can have queries about finding out tenants, finding the right carpenter, finding the right floor tiles, finding the perfect furniture for her sample apartment, finding about securities and suddenly the customer remembers about few things that he needs to pick up for her son’s school project, so searches accordingly. Here, we can see how this particular customer’s focus transforms throughout the day. Marketers need to pick these moments and create a way to make the customer come back.

Identifying opportunities and capturing every requirement will help brands to instantly respond to all those “I want to know,” I want to go,” “I want to do,” and “I want to buy” moments. It is not just about being there and being useful, it is about responding quickly too.

 

#Hit those moments at the right level

What people ask need not necessarily be what they want. Every curiosity or every search will not end up with a purchase. For example, a lady known to me has a habit to search for sweets ten to fifteen times a day. The reality is she is diabetic and she is never going to buy sweets that she searches out. To hit a moment here is understand the basics, and a marketer can eventually keep her engaged with sugar-free sweets. This way of targeting the moments with thoughtful output goes above and beyond with retaining customers too. Marketers should know the strategy to zoom out a specific micro-moment and engage the customers in a manner that can show up in metrics that matter.

Think with search engines

Brands need to work with consumers at every moment. Communicating with them effectively and offering them what they subconsciously require is the new way of thinking: thinking beyond normal. This will help brands to engage customers in a meaningful way. Remember, this strategy is not something that is out of reach. Businesses need to ensure that whatever they are showing is just what the customers would like to hear.  It is not about placing a new layer of service over years, months, days or hours, but, it is simply captivating consumers’ attention and those moments quickly. Brands should take complete advantage of micro moments right from “trust” to “sold out” stage.

 

Over to you

Has your business embraced its micro moments? If so, how? Tell us about it in the comments below.

 

 

work on the micro moments from start to finish

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Use Thank You Pages to Drive Continuous Engagement

You are a store owner, a really good one – one that knows exactly how to run a business, satisfy customers and make them happy enough to guarantee their return.

In one instance, one of your repeat customer Paul approaches to you to check out. You get the payment and hand out the item to Paul and say ‘Thanks for shopping from us!’.

And while you do this, you may or may not think about why you do that, since you ‘thank’ each and every customer you have in your store.

Same thing goes for the online world, but this time with a little more detail.

Thank You pages, or confirmation pages, are the second step your visitors see right after they opt-in through your landing pages.

A good marketer knows that when a subscriber is generated, it’s just the beginning of a long journey. Every time you get new subscribers, you create opportunities. Aside from being a thank you page, confirmation pages are useful to continue communicating with your subscribers.

In this post, I am going to show you how exactly you could use Thank You pages to increase engagement, and unlock the opportunities to turn those leads into customers.

In each step, I used GetResponse Landing Page creator to demonstrate the use cases.

1. Ask them to fill a survey

Place a survey on your thank you page if you want to fine tune your offer, or create better content on your website.

Create your survey using GetResponse surveys. Fill out all the necessary fields to customize your feedback survey.

 

thank you pages

 

After filling out all the details, proceed on creating your questions.

When it’s done, publish it and copy your survey link.

 

use thank you pages for continuous engagement

 

Now, you already have your offer and landing page ready. All we need to do is to open the landing page editor, head on to thank you page tab and insert our message and call-to-action button that is linked to our survey we just created.

 

use thank you pages for continuous engagement

 

That’s it.

If you’d like to learn more about GetResponse Surveys, here’s a helpful link for you to get started.

 

2. Invite them to your upcoming webinar

Webinars are one of the best ways to educate and qualify a lead that may have high interest in your product or offer. Using GetResponse landing page creator, you can add a webinar invitation section to your thank you page.

 

use thank you pages for continuous engagement

 

If you’d like to learn more about how to use webinars to generate leads and build relationships, head over to our newest Webinar Marketing Bootcamp page and sign up for the course.

 

3. Use video

You may have more to tell to your subscribers once they opt-in to your list. Let them know how they should be preparing for the course they just signed up or give them more information about how to redeem the offer.

 

use thank you pages for continuous engagement

 

Here’s a useful tutorial about how to add videos on your landing pages.

 

4. Offer resources

Building a long lasting relationship with your audience is deeply connected with how much you show that you care about them. Delight your subscribers with ebooks, whitepapers or guides right after they opt-in.

 

Use thank you pages for continuous engagement

 

5. Offer discounts

“Your customer doesn’t care how much you know until they know how much they care.” These are the words of Damon Richards, an expert on customer care. Besides offering your help to make their business better, give discounts that will make them come back and purchase from you again.

Here’s an example I created using GetResponse Landing Pages:

 

use thank you pages for continuous engagement

 

6. Show testimonials

 

Why not to continue building trust even after they are converted? Show them how satisfied your other customers are. 70% of people trust the opinions of other consumers posted online (source). Use the power of reviews to ensure continuous engagement with your audience.

 

Use Thank You Pages for Continuous Engagement

Back to you

Once you create your landing page, think about what other opportunities you can create after you convert.

GetResponse Landing Pages gives you capabilities to edit your thank you pages any way you want.

Are you already applying any of those ways I described above? If so, let us know what results you got in the comments below.

use thank you pages

The post Use Thank You Pages to Drive Continuous Engagement appeared first on GetResponse Blog – Online Marketing Tips.

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