Are you sending lots of ads and still not seeing results? Are you surprised why recipients prefer your competitors? You won’t attract customers with old-fashioned measures, and you’ll only waste a lot of time and burn through your budget. Face it – without using marketing automation, you won’t reach the majority of people who are interested in your offers. We have some tips for you on how you can change your marketing strategy!
What is included in a marketing strategy and what you need to pay special attention to
To begin with, you need to check that you are sure your marketing strategy has been properly developed. The marketing strategy should include: an overview of the company’s characteristics (it’s best to do a SWOT analysis and identify strengths, weaknesses, opportunities and threats), set specific goals, define the audience of the campaign (think about what products you want to advertise and what is the “ideal” customer you want to target with the campaign – what age is he/she, what does he/she do, where does he/she come from, what are his/her habits), plan the budget and choose the communication channels you want to use. Check whether the set goals are definitely realistic and not too vague. Analyze whether the ads are tailored to the target group, and if you have several such groups, whether the message is properly selected. For example, when creating a campaign for teenagers, you will use quite different language and use a different color scheme than when advertising for large business owners.
What mistakes to avoid
There are many mistakes you can make when determining your marketing strategy:
- Sending the same message to all recipients – if you want to quickly get rid of the budget planned for the campaign and you make enough millions to afford it, this is obviously some way to advertise your brand. It’s also convenient if you have a not-so-diverse offer and a small base of contacts, but certainly this solution won’t work in the long run. Wanting to manage drip spending wisely, it is best to segment customers and send given ads only to those groups that are most interested in a particular product.
- Campaigns selected exclusively for one communication channel – there are recipients who check emails quite rarely, when others have automatic settings and read the message immediately when they get a notification. Some customers prefer to read the information on a computer or laptop and never enter the links they receive via SMS. Others are active on WhatsApp. By choosing only one communication channel to contact each customer, many may move on to a competitor who will take better care of the individual user’s needs.
- Lack of analysis and control of whether the set goals were achieved – without a systematic check of the effectiveness of the campaign, you may be spending money on ads that failed to attract new customers and even proved to be discouraging.
What you need to implement and improve
You already know you need to change your marketing strategy, but what exactly is missing?
- Segmenting your audience and managing your contact base – do you want to encourage users with abandoned shopping carts to return to your site? Are you introducing a loyalty program and want to notify your most loyal shoppers about it? Or maybe you just have plans to advertise a new exclusive collection? Without segmentation, creating such campaigns doesn’t make sense, because the message “Come back to us, many products are waiting for you in the shopping cart!” will be received by someone who always finalizes purchases quickly, a text message about the loyalty program will appear to a person who hasn’t bought anything for several years, and customers who always stock up on the same goods will receive information about new products from a completely different category.
- The use of omnichannel – the use of several different (integrated with each other) forms of communication with the customer is the basis in industries such as e-commerce. Registering for a newsletter using a form and receiving emails and personalized SMS messages with discounts, reading a company blog and viewing content posted on social media are just some of the things customers expect.
- Personalizing messages – in iPresso you can not only prepare emails or SMS messages that will automatically pull from the system the necessary data for personalization, such as name or company name, but you also have the possibility to tailor the content to the recipient’s interests and actions taken. This way, a person who aborted an order for a red couch, for example, will be shown a reminder message about exactly the product abandoned in the shopping cart.
- Campaign automation – from now on, you don’t have to keep an eye on each campaign all the time and manually set which contacts should receive a given message. The system itself will trigger the designated action on the date you choose, and also by specifying the conditions you can be sure that the customer will not receive several of the same messages.
Summary
Without marketing automation and functionalities such as segmentation and message personalization, your marketing campaigns will be ineffective, and ads will also be received by uninterested people, burning through your budget. Don’t want to waste time and money? Change your marketing strategy today and try iPresso. Sign up here and get access to a 30-day free trial!
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