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Marketing

What is Predictive Trend Analytics and Why is it Helpful to Businesses?

Artificial Intelligence, Internet of Things and Machine Learning are the current face of technology. In fact, there are numerous AI-powered devices, robots and algorithms to make our work easier. AI has penetrated into almost all the domains – be it health sector, education or business. However, the question remains, ‘how do machines interact with each other or take decisions?’ Well, the answer to this is simple – they follow patterns based on their previous history i.e they start predicting the outcome vis-à-vis the situation. 

In this article, we will cover what predictive trend analytics is, how it impacts your marketing strategy and, in turn, your business. 

What is Predictive Trend Analytics: 

Predictive Trend Analytics in simple words is using historical data to predict and plan for the future outcome. In fact, predictive trend analytics is a subset of business intelligence. Essentially, machine learning and artificial intelligence-based tools help track a customer’s preferences or predict the demands of a certain product or service. This data is later used to advertise personalised customer content to increase conversion count. 

So, is the process of predictive trend analytics as simple as it sounds or is there more to it? Well, the answer is, yes there are a lot of complex processes that determine which prediction is the most accurate one. Let us move on to understand how predictive analytics works.

Working of Predictive Trend Analytics

To understand, let us take, for example, of Netflix. Netflix is the most used application for movies and series. However, have you ever wondered how Netflix knew what should you watch next after you’ve just finished watching a movie or series, then here is your answer! Netflix is a major data-driven company that analyses user behaviour to the maximum.

For instance, when did you watch the movie, did you complete it? If not, at what point did you leave it midway, did you return to it again, the ratings that are given, the scrolling and browsing behaviour and much more. Using several algorithms and data analysis, Netflix is able to predict the most suitable shows/movies you would prefer watching. 

 Internet of Things and Machine Learning are the current face of technology What is Predictive Trend Analytics and Why is it Helpful to Businesses?

Another common example that you may have come across is Amazon’s Suggestions when you purchase a product. Not only does Amazon suggest what you should purchase to complete the look but even goes further and tells you what other customers viewed based on your search query. Amazon is able to give such a prediction based on the historical data it stores. For this, it uses a NoSQL database.

 Internet of Things and Machine Learning are the current face of technology What is Predictive Trend Analytics and Why is it Helpful to Businesses?

Your Search

 Internet of Things and Machine Learning are the current face of technology What is Predictive Trend Analytics and Why is it Helpful to Businesses?

 Internet of Things and Machine Learning are the current face of technology What is Predictive Trend Analytics and Why is it Helpful to Businesses?

Amazon’s suggestions based on your search

Whether you’re a retailer or a manufacturer, irrespective of your business, you can implement this process. Say you’re an e-commerce retailer you can track your customer’s purchase patterns to predict if they are to come back again for a purchase or not. Or if they don’t complete the purchase, why did they abandon the cart and how many abandoned the same product. This analysis will help you predict not only the customer’s behaviour but also the product. On the other hand, if you’re a manufacturer of smart devices, you can track and monitor the usage of the device and collect the information. This information can then be used to analyse user behaviour which, in turn, can be used to market similar products or premium services to your customers. 

Depending on your business type viz. SMB or Enterprise, there are various marketing automation tools that you can enable to collect data from how and when the customer interacted with your website to predict their next move. HubSpot, Marketo, Act-On are some tools that you can use.

Advantages of Predictive Trend Analytics

Moving on, let us cover the 3 major advantages of enabling predictive trend analytics.

  1. Improves Performance Efficiency 

Predictive Trend Analytics enables you to tap into customer behaviour based on their usage of your product or purchase. This can help you to reduce abandon cart issues, as well as, help you gain a competitive advantage. Eventually, this helps in improving both the performance of the customer’s buyer journey and your business.

  2. Better Marketing Campaigns 

You might have run multiple marketing campaigns, some of them performing exceptionally well while there might be few that didn’t. Analysing your customer’s interaction on your website can help you predict how your customers will act. Moreover, it can also help upsell, cross-sell, and improve your revenue.

  3. Enhance Customer Experience 

A satisfied customer is most likely to return to your website as opposed to a customer who felt that the experience could have been better. Analysing customer behaviour helps you predict ‘if they will open your email’ or ‘which product they are likely to search’. This helps you to cater to them in a personalised manner, giving the feeling that the discount or products are custom-made especially for them (which is true). 

Conclusion

Predictive Trend Analytics is a fast and efficient way to gain insight into customers based on their shopping patterns and behaviour. Moreover, it helps you leverage and upscale your business website to suit the needs of your customers based on educative guesses. Have you implemented predictive analysis? If yes, how is your experience? Do let us know in the comments section below.

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How To Create and Promote Buyer’s Guides To Improve Ecommerce Lead Generation

How do you picture a buyer deciding to purchase something off your site?

Does it happen that one morning your target customer wakes up with a single-minded focus to purchase a big ticket item? He then proceeds to add the item to his cart as he casually browses different products over morning coffee. And pays? This scenario could totally play out. And you’d love for this to happen regularly. But, that’s rare. Most purchases are fuelled by either desire or need. This need or desire is followed up by action. Consumers shop by identifying a need first, learning about solutions and then making their purchase.

That’s where buyer’s guides come in. You can better appreciate the need for creating buyer’s guides once you’ve read the article. A SearchEngineLand study says that 74% of consumers online use Google to find reviews, and information on what they should buy. Google isn’t the only mode of discovery. People use social search and search on retail sites too. To sum up, a lot of research goes into understanding the different features of a product. That’s where buyer’s guides help. These guides combine the beauty of sales and marketing. With buyer’s guides you attract leads during the consideration stage itself. This gives you an opportunity to nurture these leads. Buyer’s guides are an ideal way to convince these leads for a purchase and turn them into customers. With these guides, you make it easy for customers to choose you over similar brands. 

The Process Of Creating Buyer’s Guides

  1. Create In-Depth Buyer’s Guides

You might have come across buyer’s guides on B2B sites at least once. That’s one reason they’re seen as a B2B strategy. That doesn’t present an accurate picture of reality. You can use them just as effectively on eCommerce sites. Let’s understand this with the help of an example.

For an eCommerce site, the digital marketing agency Goinflow were consulted for they created buyer’s guides. These guides were relevant to each of the category pages. These were created in a bid to improve sales and number of leads. As expected these guides improved the number of leads and sales for the eCommerce site. One of the guides alone led to over $100,000 worth in sales. 

So here’s a step-by-step guide to creating a buyer’s guide:

  1. Decide on the kind of guide you want to produce

There are different options. You can create a simple guide that compares different products. The guide can provide general information on product types. You can create a comparison guide,  content geared towards beginners, you can write about the different configuration options available, sizes and so on.

Here are a few examples:

How do you picture a buyer deciding to purchase something off your site How To Create and Promote Buyer’s Guides To Improve Ecommerce Lead Generation

BestBuy’s microwave buying guide is suitable for anyone who’s a complete novice at microwaves. The guide lists configuration options along with different types of microwaves that are available.

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Cymax in their guide explores different types of writing desks.

How do you picture a buyer deciding to purchase something off your site How To Create and Promote Buyer’s Guides To Improve Ecommerce Lead Generation

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As you can see there are multiple sections in the guides you saw above. Let these guides inspire you. The guide you create should be in-depth, discussing ideas at length. Don’t be afraid to link out to competitors. The goal with the guide is to make others value you for the authority figure you are. This will build trust around your brand. If the guide isn’t all encompassing your customer may not be inclined to purchase from you. The person reading the post sees you as less of an authority figure. The examples shared above from BestBuy and Cymax don’t list any products in particular. They provide enough information for consumers to make informed decisions. That’s not to say you can’t include actual products.

  1. Add products

We insist on adding products. Divide your buyer guides into multiple sections. Each section should talk about a unique product. In the sections, include an explanation of the most critical features of the product. Another way to write a good guide is by turning it into a comparison post. You could list out prices and include products that are under a particular price range. Say web hosting under $50 or under $200 and so on.

  • Web hosting under $10 per month
  • Web hosting between $10–$20 per month
  • Web hosting over $30 per month

With price ranges, the buyer is assured that nothing on the list is above his/her budget.

  1. List pros and cons

Follow that up by listing pros and cons. Without cons, readers will assume you’re biased. They won’t accept the guide as honest. The goal is to be seen as trustworthy. The cons don’t have to point out the worst of any product. You just need to talk about shortcomings. Explain how it falls short of expectations compared to other products. Listing the cons like this helps increase your authority. It removes some of your bias in the eyes of the consumers. As a result, you can establish trust with the reader. Finally, don’t make it a sales pitch.

  1. See if the guide is suitable for your industry

Buyer guides with lots of text or images aren’t suitable for every industry. For example, there’s not a lot of features you can talk about on clothes. Topshop’s solution is a style quiz that helps customers choose something fit for their personality and tastes.

How do you picture a buyer deciding to purchase something off your site How To Create and Promote Buyer’s Guides To Improve Ecommerce Lead Generation

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The quiz collects individual preferences and presents a catalogue full of items that cater to the individual. So that’s another option for you to try. In the same spirit you could offer videos as buyer guides. 50% of the population online watch a video every day. Finally end it with a call-to-action that shows the customer where he/she can buy the products from. 

Add calls to action inspired from the products you talk about in the guide. Don’t make it too pushy. As you saw above, there are plenty of ways you can approach writing a buyer’s guide. 

Promoting The Buyer’s Guide

   2. How To Promote Your Guide

After producing the guide, you need people to see it. Only then will you be able to derive any real benefits from it. Here’s how to do that.

  1. Link to the guides at the bottom of the category pages

We talked about how Goinflow created buyer guides for a site they consulted for. They internally linked the guide at places where people could see them most frequently. Example— bottom of relevant category pages.

For example, this is the bottom of the microwaves page on LG.

How do you picture a buyer deciding to purchase something off your site How To Create and Promote Buyer’s Guides To Improve Ecommerce Lead Generation

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They don’t have a buyer’s guide. Only links to pages that show you where to buy the product.

It’s an ideal place to link out to buyer’s guides. If you do link out to buyer’s guides, a visitor who didn’t find anything relevant and scrolled to the bottom of the page, finds a guide that’s useful for him/her. With such guides you can provide these readers valuable information. This helps them learn more about the product and convert.

  1. Add internal links in blog posts

When writing blog posts add internal links to the guide wherever they make sense.

The blog posts you write may provide a deeper look at topics briefly covered in the guide. Or mention the guide in the context of other relevant posts. Having similar related content pieces can improve your ranking and help you snag positions for multiple long tail keywords. Plus an in depth buyer’s guide is always a link magnet.

3. Use Guides As Lead Generation Gateways

Guides can be standalone pages. Or they can be gated and used for lead generation.

Here’s an example from one of the lead generation guides Goinflow created.

How do you picture a buyer deciding to purchase something off your site How To Create and Promote Buyer’s Guides To Improve Ecommerce Lead Generation

The lead generation form is simple asking only the name and email address. It’s written as a usual blog post. To read it, a visitor has to provide his name and email address.

As ecommerce marketers, snagging visitor email addresses can be a topline priority. Whether you need to use guides as lead magnets depends on a few factors. 

With an email address on file you have ample time and multiple opportunities to get prospects to make a purchase. When you publish a guide, it’s up to you to keep it free or keep it behind a gate. If there’s a longer research cycle involved with a product it makes sense to keep the guide behind gates, get email ids and run a custom lead-nurturing campaign geared toward these leads.

Promote your gated page on social media to drive relevant leads. Publishing the guide directly on your site is the perfect opportunity to get links for it and complement your link building efforts.

Bonus Tip: 

In addition to buyer’s guides, you can repurpose ebooks, podcast downloads and similar resources as a content upgrade. Here are ways in which you can provide additional content to your site visitors.

Infographics, downloadable infographics, gifts and memes, interactive quizzes, videos, podcast interviews, downloadable webinars, courses, and other assets are some examples of content types you may choose to give for free.

The key is in delivering value. What do you think of my short guide on buyer guides for your ECommerce business? Do let me know in the comments below.

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A Definitive Guide to App Marketing with Social Media

Businesses today are fighting for not just customers but their attention as well. They need instant conversion just like how their customers need instant support and gratification. This is the age of on-demand products and services and any company in this economy needs an app to reach out to its customers.

Through native or hybrid apps, companies are looking to get more users onboard through apps and using them as avenues to offer better services and interaction. But getting to that stage isn’t easy.

App marketing requires a separate framework and you need to include a number of different approaches to take your app to the masses. With the market becoming increasingly cluttered as well, it is difficult to stay visible without a systematic approach. 

So, how do you market your product? How do you make revenue out of your game-changing idea?

Well, that’s where targeting comes in.

Targeting is finding out who your potential buyers are, where they hang out, their demographics, income and expense levels, requirements, and more. With the market being cluttered, the more refined your targeting is, the better you would be able to take it to your potential customers.

And if your product is an app, this becomes more daunting as there are over 5 million apps available for download. The Android market has a share of 2.46 million apps and the Apple market has a share of over 1.96 million apps. As we speak, more apps are being developed and uploaded.

So, where will yours be?

On the cloud or in your users’ devices?

This article is all about pushing your app from app stores to your users’ devices. With definitive tips and proven strategies for using social media for app marketing, let’s get that cash register ring now.

Pre-launch Promotion

Okay, rule number one — you do not wait until you launch your app to market it. Start talking about it right from its development stages. 

  • Make use of your website to keep talking about your app. Launch your website with more descriptive information about your app. 
  • Start by making official accounts of your app on multiple social channels. 
  • Make an announcement about its launch date and what it’s about, release a teaser, 
  • Share interesting developments, talk about who dropped by your office for trial and create hype.

The number one reason why Endgame managed to pull even the most hardcore fans of DC into cinema halls was because of the hype. Make as much noise about your app right from the early stages. It will only increase after you launch your app.

Also, make use of your offline social circle. Reach out to your friends and family to promote your app and recommend it to their circles. Why? Because over 50% of users discover new apps through recommendations from their friends and family.

Facebook Ads

Paid ads are best if quick leads or downloads are your goals, especially on Facebook. Facebook is where users log in for leisure, as a retreat from their professional life, seeking personal growth or entertainment. 

Regardless of their requirements, make sure you appear before your target audience with your app along with the download link. Facebook allows multiple types of ads like a carousel, a single image, and even videos. 

Go for what is most appropriate and come up with a quirky copy to captivate readers. Give them a video explaining how it would solve the concern it addresses or how entertaining their free time would be. Treat it like a crowdsourcing campaign and pay attention to the smallest of details. NatureBox is one of the brands that has been nailing its Facebook ads. 

Instagram Posts

While running Facebook ads, you can automatically select Instagram for paid adverts as well. But, you can also run standalone posts on the platform that will help you connect with your target audience closely. From the official account you’ve created, talk about your app through images, videos, and even IGTV videos. 

Run giveaways or exclusive competitions here and generate buzz. For inspiration, follow brands and study their approach. Remember that the intention with Instagram is to engage with audiences and lure them towards your app and not directly fishing for downloads. It’s leading to it.

Also, we can’t skip the importance of hashtags when we’re using social media to promote our apps. Hashtags are modern-day phrases that have the power to connect instantly with users and go viral. Campaigns like #shareacoke or #letsdolunch are all prime examples of this. When you’re using hashtags, consider these best practices:

  • Do not combine more than 2 or 3 words
  • Look for trending ones
  • Use some keywords
  • Stay away from controversial hashtags like political. Don’t jump to all trending hashtags. Understand why it is trending. This will help you to find related hashtags as well. 
  • Consider your target audience and demographics. For example, if you are running an eCommerce portal for woman clothes in New York, you should target women in New York. 
  • Don’t give them a tongue twister

Don’t forget Twitter

Brands like Wendy’s, Slack, KFC and others have been directly interacting with their potential customers through Twitter. 

Businesses today are fighting for not just customers but their attention as well A Definitive Guide to App Marketing with Social Media

To do this, you can use the advanced search feature of Twitter to hunt for keywords, locations, users and hashtags that are relevant to your app. For instance, if your app lets entrepreneurs connect with investors in their vicinity, you can search in terms of the words in their bio, accounts and their mentions, place and more to refine your search. With the results, you can then directly tweet or message them introducing your app and its purpose.

Businesses today are fighting for not just customers but their attention as well A Definitive Guide to App Marketing with Social Media

Go Live

Today, platforms like Facebook, Instagram, and YouTube allow you to share content in real-time. Going live with your app on social channels yields multiple favourable results. With multiple approaches, you can make use of this chance to:

  • Introduce your app and personally talk about it to viewers and push downloads
  • Talk about features in your app that users might not have noticed
  • Discuss additional applications of your app in elevating their lifestyle
  • Share the benefits of in-app purchases if any
  • Announce updates that are on their way
  • Address feedback that users share immediately
  • Turn your users into evangelists by giving referral codes

One interesting statistic reveals that over 25% of the apps that get downloaded never get used more than once. So, as a developer, your focus shouldn’t just be on downloads but engagement and usage as well. Use the live option to push this.

Social Sharing  

Sometimes, we tend to get excited about some apps and immediately want to share it with our friends. Your app should be prepared for such times with fully-functional social sharing buttons. Despite the intention to spread the word about your app, they won’t care to copy the link of your app from app stores and share it with their friends. They’ll do it only if there’s a one-click solution to it. Give it to them. Also make social sharing of your app available on your website.

YouTube Videos

Content generated on YouTube can be used for diverse purposes and nail a presence on the streaming website. So, make sure you come up with as many interesting videos about your app as possible for social repurposing and recycling. Here’s a good example of how to go about this. 

Some other interesting ideas could be:

  • Teasers and promotions about your app
  • Tutorials and how-to videos on installing your app and using it
  • A rendezvous session with your developers or founders sharing what drove you and them to come up with the app
  • Review with a social influencer (more on this next)
  • Success stories from your customers
  • YouTube ads and more

With videos, the possibilities are abundant. You need to simply understand your market and generate content accordingly.

Social Influencers

Okay, two reasons to collaborate with social influencers. Over 70% of teenagers trust influencers over celebrities and 86% of women take to social media/influencers for purchase recommendations. 

Influencers are inevitable today because they can spread good or bad things about your app. From hunting for next vacations to food suggestions, it’s the influencers’ voice that backs people’s opinions.

So, look for influencers in your niche or industry and approach them for a shoutout. In most cases, you would have to give them exclusive or premier access to your app. What they would do is talk about it on their social profiles through posts, stories or even videos. With them, you get brand awareness, new downloads, and opinions from experts in your market.

Apart from these approaches, you can also establish a presence on Snapchat. Numbers reveal that over 78% of its American users are millennials, under 25. This, again, boils down to what your app is about, its purpose and its target audience. If your app is relevant for Snapchat, having a presence would fetch you results.

Now, all these can appear daunting but brainstorming for content, strategies, meeting new people are all exciting. The intention of social media promotion is to let the world know how much fun you had developing something that you felt the world needed. It’s about transferring the excitement that you have over to your users.

If you can think of other ways, share them on your comments. Like we said, your approach to marketing your app should be a balance of two things — pushing downloads and reducing uninstalls.

Good luck!

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4 Tips to Tap into Your Customer’s Sentiment

Knowing your customers has always been the (not so secret) secret to success. This is why so many brands section off large sums of their marketing budget to proactive research and reactive data analysis. This information can often shed light on what your customers prefer in terms of shopping habits, product preferences, and other demographic information that can affect their behavior.

But what does this information tell you about how your customers feel about your brand?

Customer sentiment is tricky to pinpoint and apply, but it is just as important to know as any other detail about who you are selling to. In many ways, sentiment determines your customers’ actions. If they are skeptical, they will seek out information to build trust or confirm their doubts. If they dislike your brand, they will ignore your marketing messages. On the other hand, if the sentiment is positive, they will (hopefully) recommend your company or product to other people.

So, how can your online brand gain a better understanding of this critical metric?

  • Understand What Leads to Negative Sentiment

Unfortunately, there will always be some customers who will never be happy with anything you do. Whether it is because they love your competitor, dislike an inconsequential detail about your brand, or have a legitimate reason, you will discover that a certain degree of negative sentiment is unavoidable.

While you can never turn all of your “haters” into fans, it is important to understand the factors that lead to negative sentiment – as well as which ones are avoidable. One way to do this is through monitoring negative customer reviews and analyzing the meaning behind complaints.

The best way to gather the specifics that you need about your customers’ biggest pain points is by requesting 360-degree feedback by asking them to share the pros and cons of the experience. For example, Trustpilot asked their customers to offer specific details on the things they both liked and disliked about the product.

Knowing your customers has always been the  4 Tips to Tap into Your Customer’s Sentiment

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Trustpilot’s customers are also prompted to offer recommendations and discuss the specific benefits they have experienced since using the platform. This leads to data-rich reviews that shed light on certain factors that lead to negative sentiment, as well as opens up opportunities for improvement.

By gathering this kind of data directly from their customers, Trustpilot is able to make better improvements and changes that their customers actually want.

  • Keep a Close Eye on Social Conversations

Using a social media monitoring system helps your marketing team keep track of any mentions of your brand’s name or product online. Furthermore, social platforms are also a great place to conduct research on the sentiment of your brand and see how customers really feel about it.

But, you will need to look outside of just your followers’ conversations to gather accurate sentiment data. Did you know that 96% of people who mention a brand on social media do not actually follow it?.

If getting more followers on Instagram, Facebook, or any other social media platform is a top goal, you will want to understand the best practices for online interactions in order to create and create positive experiences. Interacting with a customer at the right time can help you turn around their sentiments immediately if they are experiencing any problems.

You should also utilize social media to inculcate positive sentiment with other customers as they observe these interactions. For example, there was a public encounter when a Southwest Airlines customer left her bridesmaid dress at home. Since she flew Southwest to the destination wedding, she decided to contact them via Twitter about the situation. Their marketing team jumped on this opportunity for great branding.

Knowing your customers has always been the  4 Tips to Tap into Your Customer’s Sentiment

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Southwest Airlines’s Twitter account followed the journey of this dress from the moment they found it to the minute it arrived at the wedding. This became a trending topic on Twitter and gained Southwest Airlines a lot of positive media attention. In turn, this helped to stir up more positive sentiment with a very wide audience.

  • Discover Brand Advocates and Micro-Influencers

Using influencers to promote your brand on Instagram and other social media platforms is a great marketing strategy. However, most of these campaigns are based solely on audience reach, not the fact that the promoter themselves like the product. 

This can obviously lead to inauthentic promotions or even some PR disasters, like the infamous Scott Disick Instagram post where the instructions to the post were published in the comment. Clearly, Disick (or his PT team) did not double-check before creating the post, nor was he an actual fan of the product since he was clearly not writing the caption on his own.

Knowing your customers has always been the  4 Tips to Tap into Your Customer’s Sentiment

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Partnering with people who actually like your product can make your promotions much more effective. There could be some great opportunities for brand partnership right underneath your nose that only sentiment analysis and engagement tools, such as Scrunch or Tinysponsor.

These platforms track sentiment through searching specific keywords, you can spot accounts that have mentioned your product in the past or are super interested in your industry. For instance, say that you sell all-natural vitamin supplements. Through social media monitoring, you can identify accounts that post positive content about the types of products you sell organically –  or even mentions your own brand. This opens up the door for you to step in and see if there is a possibility for collaboration and advocacy.

Sentiment analysis can also help you to discover micro-influencers that may not seem directly related to your business, but could actually be extremely influential.

For instance, Soylent sells meal replacement beverages that are typically sponsored by health and fitness gurus. However, through social media monitoring, they discovered that their product was actually quite popular among gamers who were looking for healthy, fast meals that they could easily consume while continuing to play.

Knowing your customers has always been the  4 Tips to Tap into Your Customer’s Sentiment

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Soylent was able to identify micro-influencer gamers that featured their product in live videos, helping them to reach thousands of new customers.

  • Implement More Effective Crisis Management

All businesses make mistakes from time-to-time, but having a deep hold on customer sentiment can help you manage crisis situations faster and more effectively. The key to avoiding a major brand crisis is addressing the issue as early as possible with your brand’s side of the story. This gives you more control over the situation.

If your marketing team is tracking customer sentiment on a regular basis, it will be far easier to notice any sudden changes, such as positive sentiment starting to plummet. This allows your PR team to step in and reach a solution (such as an apology or policy change) before things get worse.

Again, if you are watching brand sentiment closely, you can easily turn negative buzz into great PR. A few years ago, a tweet went viral when a customer posted a picture of pre-peeled oranges that were being sold in Whole Foods.

Knowing your customers has always been the  4 Tips to Tap into Your Customer’s Sentiment

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Since the natural grocer claims to be committed to environmental responsibility, this quickly stirred up some negative sentiment about the waste of plastic. Whole Foods quickly jumped into action by pulling the products immediately and publishing an apology. Additionally, they made a joke about the situation to end things on a more positive note.

Sometimes, it’s best to simply own the mistakes that your brand made in order to stop any more negativity. For example, Shea Moisture (a hair and beauty product company) released some new marketing content that received immediate backlash due to their lack of inclusivity.

Shea Moisture took action by publishing a heartfelt apology on their Instagram page that spoke directly to their upset customers about this mistake. They also let their followers know exactly how they would rectify the problem by including more diversity in their marketing moving forward.

Knowing your customers has always been the  4 Tips to Tap into Your Customer’s Sentiment

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The most important element of effective crisis management is timeliness. Your team needs to be aware of any issues the moment they arise so they can handle the crisis before things spiral out of control.

Conclusion

Understanding your customer sentiment data is not enough; your marketing team needs to know how to use the information properly to ensure better connections with your customers. 

This is best done by using sentiment analysis tools, social listening platforms, and keyword trackers to give your team a better picture of how your customers feel about your brand. This information can then be used to minimize/eliminate customer’s pain points or turn around negative social chatter with instant engagement.

Use your positive sentiment data to discover active advocates who can help you reach wider audiences. And finally, be sure to closely monitor this metric and be ready to take action when needed.

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Generating Revenue Profit from your Online Business through Growth Hacking

The e-commerce industry, especially in developing markets has come a long way in the last couple of years. One reason this can be attributed to is the technological growth and easy internet accessibility to all masses. In fact, as compared to 2014 est. the internet percentage in Brazil (53%), Turkey (47%) and India (19%) has positively doubled to 70%, 83% and 41%, respectively. 

If we talk about India specifically, then this particular market has shown a potential for growth in the e-commerce industry. However, it is only possible if we can bridge the gap between the total population and the internet population. Before moving on to understanding how can this gap be bridged, so we can generate more revenue and profit. Let us first have a look at the internet and technological penetration in the following 6 markets.  

Country  Population
(June 2019 est.)
Internet Population Penetration  Domains 
USA 329,093,110 292,892,868 89% 92,276,100
UK 66,959,016 63,356,621 95% 4,674,524
China 1,420,062,022 829,000,000 58% 24,713,345
Brazil 212,392,717 149,057,635 70% 4,018,544
Turkey 82,961,805 69,107,183 83% 2,404,957
India 1,368,737,513 560,000,000 41% 4,785,698

Since our focus is India, let us see some more useful stats from India. There are 22 languages spoken in India and over 780 dialects. In the past year, there has been a growth of 18% in terms of the internet population growth with a total of 41% internet penetration and studies suggest will continue to rise in 2019. Apart from this, there are approximately 5.3 million domains registered in the country. Based on this data, it is safe to say the average number of domains/resellers is 132.5 

So as seen, the problem is that product sales have NOT grown fast enough, whereas the competition has. The question that arises, are we really working on leveraging our population to these untapped markets to accelerate growth? There is no definite answer to this but as seen everywhere, it always comes down to the ‘Survival of the Fittest’ and so the only survival tactic you can use is, Growth Hacking. Let us see what growth hacking is and how can we leverage it for increasing revenue and making a profit. 

What is Growth Hacking?

The term ‘Growth Hacking’ was coined by Sean Ellis, an entrepreneur in 2010. He says, ‘A Growth Hacker is a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth.’  

So, Growth Hacking is basically a concept developed for technology startups and is largely a component of the technology available to you. In fact, to grow, it focuses on lean marketing – growth first, budgets later. It includes, but is not restricted to Product Management, User Experience, Partnerships, SEO, Press Releases, Analytics, Behavioral Economics, Landing Page Optimization, Email Marketing and more. All of this leads to a better social & online presence & viral impact.

Most importantly, it does not cost much! It’s been here for a while.

Let’s take a look at examples:

  • Hotmail inserted an email signature at the bottom that turned every email sent by one of its users into a pitch for new users – ‘PS: I Love You. Get Your FREE Email at Hotmail’
  • Airbnb, integrated with Craigslist – which allowed its hosts to use Craigslist as a sales platform  Groupon in the form of ‘Refer 3 Friends, And Get The Deal Free’ offer

Why did these companies do this? Simply put, ‘Humble Beginnings’ – they did not have the money and neither did they have the experience!

Growth Hacking for Designers, Developers & Web Hosts

All businesses, of all shapes and sizes, have 4 important aims:

  1. Get more traffic 
  2. Get more users converted 
  3. Get existing users to buy more 
  4. Get (make) more revenue & profits!

Growth Hacking is all about moving users from one step to the next, and everything that comes in between! Let us see in detail how you can get more traffic and fulfill our remaining three aims:

  1. Strategic Partnerships:  Look at tie-ups with relevant schools and colleges, other educational or general institutions like medical associations or partnerships with government bodies. Try popular local websites that could pass on web infrastructure requirement enquiries to you. Apart from this, you can even try to get celebrities or popular websites to endorse you to get more traffic.

    Examples:
    .CLUB got Virat Kohli to endorse them or consider the free advertising.
    Spotify gets on Facebook when it shows you the songs your friends listen to.

  2. Targeted SEO & Email:  Focus on niche keywords that target a specific need or specific segment or generic keywords with lesser competition, thereby getting better rankings and results. You can also focus on discussion topics like support, and ensure that you have good content around it get more traffic.

    Example: Resellers are today targeting Spanish keywords around ‘cheap websites’ and pitching a ‘website development outsourcing’ model to deliver a cost-effective way for Spanish SMBs to get their website built.

  3. Referrals:  Incentivize your current base to get more users – refer 3 friends and get a month off on your hosting package or create an illusion of exclusivity by only providing offers or even newer products through referrals. The focus should be on affiliate programs where the model is CPA (Cost Per Acquisition) based to get more traffic.

    Example: So many of you have been relying on word-of-mouth marketing, while some others have started incentivizing customers to do that.

  4. Analytics: Understand where your traffic is coming from, as well as, understand the quality of your traffic and bounce rates to get more traffic.

    Example: Apart from Google Analytics, there are a bunch of other great options out there like Statcounter, Mouseflow, etc. Explore those!

  5. Landing Page Optimization: Make sure that if you’re targeting keywords through SEO and SEM, the landing pages include extremely relevant content. Try to ensure that there is a clear path of action chalked out on the page for the visitor. Keep minimal noise on the page and make sure your User experience is top-notch to get more users converted.

    Example: Unbounce is a great and simple tool for A/B testing and how A/B testing proved that adding a third step hindered registrations.

  6. Onboarding: Provide step-by-step guides on what your users need to do, maintain great documentation with FAQs for users to refer to. Also, make sure that the user is welcomed by top management (via automated emails). You can even use live chat tools for visitors to get the fastest possible answers.

    Examples: Tools like walk.me deliver happiness to your users. Dropbox simply plays a video and ensures a sign-up.

  7. Cross-Selling: Take a list of your domains and run them through other TLDs where the same string is available. Apart from this, you can create tools to automatically cross-sell the right TLD to the right user or look at providing alternative portfolio management solutions if the value exists. This will get existing users to buy more.
  8. Email Campaigns: Build an email campaign around improving renewal rates – showing the importance of maintaining ownership, comparing it to real estate, etc.  You can even continue providing offers for value-added products and ensuring that users are picking up more. Another way is to run package deals where greater discounts are given on bundles or more purchases so that this gets existing users to buy more. 

So in the end, the core idea is to make more revenue & profit from your online business with the right set of tools and techniques. However, the most important thing is to tap into the potential of untapped markets so that there is more meaningful growth in terms of monetary gains, as well as,  knowledge transfer, eventually paving the way for a more evolved audience. 

(Originally published in 2014 as part of a talk.)

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How to Improve Customer Retention and What Are the Benefits

Customer retention represents all kinds of efforts made by a business to boost the number of returning customers. Although traditionally marketers and business owners were more concerned with acquiring new customers, the value of having a solid base of loyal buyers is becoming more and more obvious. Companies have come to understand that a solid portion of their income comes from their regular customers and that customer loyalty is one of the crucial indicators of a trustworthy business. A good retention strategy can create numerous benefits for your company. 

Let’s take a look at the most important ones.  

Benefits of customer retention

  • It will boost your brand image

In order to fully grasp all the benefits of customer retention, we have to turn to the exact numbers and statistics. But it also affects some aspects of your business that may be more difficult to measure. This especially goes for your brand image. You surely want to be recognized as a brand whose customers tend to return to it over and over again. It’s a great reputation-booster. There aren’t many better ways to show people that your business is reliable and trustworthy.

  • It will boost your numbers

But let’s get back to the numbers. First of all, retention is way cheaper than acquisition. In fact, it is 7 times more expensive to bring in a new customer than to make an old one return. Besides, returning customers spend much more. Less than 15 percent of consumers tend to be loyal to a single brand, but this small chunk of the customer base is responsible for 55-70 percent of all sales. For instance, the average repeat customer tends to spend 67 percent more in months 31-36 of their relationship with a company than in the first 6 months.

  • It will help you collect conclusive data

Finally, having a large number of regular customers means getting more reliable feedback about your business and marketing efforts. You’ll be able to obtain some very valuable data which will make it easier to make sensible conclusions about reasons for certain types of customer behaviour. This can prove to be very beneficial for your business in the long run.

How to improve customer retention?

  • Understand your customer

As we just mentioned, getting to know your customers is crucial. It’s probably more important than ever to give them a personalized experience based on their interests and expectations. And it’s probably easier than ever to track your customers’ activities and buying habits in order to obtain all the relevant data for this task. A  free CRM software can help you collect tons of information about your customers’ personal characteristics, preferences, and intentions. As well as, to choose the best course of action based on this data.

Customer retention represents all kinds of efforts made by a business to boost the number  How to Improve Customer Retention and What Are the Benefits

The true power of personalization lies in the fact that it doesn’t just take your supposed average customer and then tries to appeal to this imagined person. It rather attempts to reach every single actual customer or prospect with a message designed specifically for that particular person.

Source:www.statista.com

Approaching your customers with tailor-made messages and offers at the exact right time can do wonders for your retention efforts. Namely, almost half of consumers have reported that they bought a product they didn’t initially intend to buy only because they received a personalized recommendation from a brand.

  • Perks, benefits, and surprises

The quality of your product or service is probably the most important factor when it comes to keeping your customers. They’ll come back because they like your stuff. But why not offer something extra to them and ensure that they never turn to your competition?

Loyalty programs of all sorts can be very effective in this respect. And it makes perfect sense – if your regular customer has obtained a right for discounts or special offers, they will feel as if they already invested something in your relationship, so they won’t be giving up on you that easily.  of all sorts can be very effective in this respect. 

For instance, take Sephora. They’re widely recognized as a brand that sells quite pricey products. So they introduced a classic point-based loyalty program to attract more people that tend to get discouraged by these prices. It turns out that occasional gift cards and discounts seem very attractive to an average customer, as more than 17 million people have joined Sephora’s loyalty program so far.

Naturally, this makes your loyal customers even more loyal. If your regular customer has obtained a right for discounts or special offers, they will feel as if they have already invested something in your relationship, so they won’t be giving up on you that easily.  

Moreover, if you manage to transform this loyalty program into a kind of a game or a competition, things can get even more interesting for your customers. If you take the financial benefits they’ll get from a program anyway, and add a sense of achievement every time they earn a right to a new perk or incentive, you can get them very involved. The mere act of collecting points and competing with others can sometimes be even more gratifying and absorbing than concrete financial benefits.    

  • Show genuine care

Apart from using a few particular tricks mentioned in the previous section, you should also show genuine care to your customers when it comes to more general issues and activities. 

For instance, top-quality customer service can give you a crucial competitive advantage. As much as 93% of consumers have said that they’re more likely to be repeat customers at businesses that offered excellent customer service. It’s also vital that your customer service reps are able to resolve issues quickly. After all, we live in an era that doesn’t stand time-wasting and people will demand an immediate response.

Another way to show that you care about your customers is by offering them free education and onboarding programs. This move will show them that you’re not just interested in people signing up or buying your product or service, but that you truly care about their experience. Help them find their way around and make them feel that they’re making the most of what they bought. This way you’ll undoubtedly be helping your business as well.

  • Reaching out

Customer retention represents all kinds of efforts made by a business to boost the number  How to Improve Customer Retention and What Are the Benefits

Source:www.omnisend.com

Reaching out to your customers every now and then should definitely be a part of your customer retention strategy. Of course, you shouldn’t bother them all the time with all sorts of silly offers they don’t care about. However, sending a well-targeted email from time to time can help form a closer bond with them.

Here it’s essential that you know your customers well enough. You need to choose what type of message you’ll be sending to each and every one of them, given their personal details and purchase history. This means using the right tone and language in the message, employing the right communication channel and setting the right triggers. 

In other words, these messages will work only if they’re highly personalized and are of actual interest to the customer. Reminding a customer of a special discount is a good excuse to reach out to them, but only if the time, place and product you’re offering are carefully picked.

  • Customer advocacy

A genuine testimony from a satisfied customer can do great things for customer retention. Even better, it can also help you attract new prospects. People rely heavily on other people’s recommendations and assessments, as 91% of people read online reviews regularly or occasionally. In this respect, an honest review can potentially do a much better job for your company than any branded ad.

So what’s in it for your old customers? It’s simple – you should be encouraging them to post reviews, ratings, and testimonies by offering them small benefits if they do so. For a little one-time discount, you can get a much-needed recommendation that could get you a new prospect, while also getting a satisfied customer that is likely to return to you. 

Final thoughts

Naturally, all this won’t work if your product or service is below par. If that’s the case, no discount or special offer will get you a good recommendation, and not even the best customer service rep in the world will help you keep a customer that simply finds your product terrible.

But if you don’t have that kind of a problem, then the best advice would be to show actual care for your customers, 24 hours a day. All the mentioned tricks will surely give you a little boost, but to truly maximize the success of your retention efforts, you’ll need a genuine customer-centric mindset. Only by really putting your customer first you can make them want to come back. 

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Getting Mailchimp to Work with Shopify: Part 1 – Using Shopsync

MailChimp parted ways with Shopify a short while back. While each had their own set of reasons justifying the split, clients using these two services together are to be impacted in a major way. Mailchimp has provided a roadmap with a few different options that e-commerce store owners can opt for depending on the requirements of their ongoing and future marketing campaigns. However, before moving ahead with understanding how to get Mailchimp to work with Shopify, let us first take a look at what Mailchimp is and how it helps businesses.

Mailchimp is an email automation tool used to send out marketing and transactional emails in bulk – so if you have a business that caters to consumers online, it’s very likely you’re using a service similar to Mailchimp, or better yet, Mailchimp itself for sending out notifications and offers to your customers via email. Mailchimp, now a public company, owns more than 60% of the Email automation market, it is the go-to option for both brands and SMEs equally to start sending out emails for their online businesses. 

Shopify, on the other hand, has a similar level of dominance in the E-Commerce software market and is the second most commonly used E-Commerce platform after WooCommerce, with 800,000+ merchants on their platform and growing. Once Mailchimp for Shopify app was launched on Shopify apps store, it gave users ease to automate a lot of transactional and marketing emails further augmenting Mailchimp’s adoption and user base. If you happen to be a user who used these two services together it’s not the end of the world, there are many workarounds to keep Shopify and Mailchimp running together. We’ll be exploring those options in this series.

To be on the safer side, Mailchimp recommends that you integrate via a third party like ShopSync, Automate.io, Zapier, etc. before, disconnecting Mailchimp from Shopify. Further, subsequent to the installation of the new integration, it is recommended that you pause all active automation to avoid sending duplicate emails to your customers once the new automations are set up.

In this 3 part series, we’ll be discussing the different options Shopify store owners have to keep using Mailchimp’s platform where they’ve been collecting a lot of data over time. The focus of this article is integrating Mailchimp with Shopify using ShopSync. 

ShopSync is an app on Shopify built by a group of Shopify store owners and developers and was built specifically for this use case and has been live since March 2019. This is a completely free integration with features like trigger automation, customer segmentation, pop-up forms, recommended products, etc.

Following are the features you could use on ShopSync – 

  • E-commerce tracking and Reports’ feature
  • Product Content Block
  • Product Recommendation Content Block
  • Promo Code Content Block
  • Product Retargeting Emails
  • Pop-up Signup Form
  • Google Remarketing Ads
  • Merge Tags

Having seen what is ShopSync let us move on to the steps taken to integrate Mailchimp with Shopify using ShopSync.

Steps to Integrate Mailchimp with Shopify using ShopSync

Step 1

Log in to your Shopify store and click ‘App Store.’ Locate ShopSync on the list (or you can directly visit the app page here) and click ‘Add App’. Next, click on ‘Install App’ and then on ‘Connect’ Now, a popup window will appear come up in which you have to enter your MailChimp login information and then click on ‘Log in

MailChimp parted ways with Shopify a short  Getting Mailchimp to Work with Shopify: Part 1 – Using Shopsync
(Fig 1.1) ShopSync App page

Should you fail to do so, one of the issues that could be faced is the disruption of campaigns that have a product recommendation block.

MailChimp parted ways with Shopify a short  Getting Mailchimp to Work with Shopify: Part 1 – Using Shopsync
(Fig 1.2) ShopSync setup page

MailChimp parted ways with Shopify a short  Getting Mailchimp to Work with Shopify: Part 1 – Using Shopsync
(Fig 1.3) Shopify – Shopsync permissions

MailChimp parted ways with Shopify a short  Getting Mailchimp to Work with Shopify: Part 1 – Using Shopsync
(Fig 1.4) Mailchimp data consent page

After installing ShopSync and creating a new connection to your Shopify store, the next step is to pause and then migrate(Step 3) your active automations to ShopSync. This will prevent the sending of duplicate messages. The automations that need to be paused include abandoned cart notifications, order notifications, and product retargeting campaigns. 

Step 2
To pause your active e-commerce automations, go to the ‘Campaigns’ page and look into the drop-down(refer Fig 2.1) menu to get to the particular automation being sent from Shopify and then click ‘edit’. Now.’ Now, click on ‘Pause all emails’ or, for some automations, ‘Pause and Edit.’ Repeat the steps from ‘Edit’ and ‘Pause…’ for each automation.

MailChimp parted ways with Shopify a short  Getting Mailchimp to Work with Shopify: Part 1 – Using Shopsync
(Fig 2.1) Mailchimp campaigns menu(see edit dropdown)

Step 3

For the Migration, visit this link. The Migrations will automatically complete and after that, you can disconnect the Mailchimp for Shopify integration. 

MailChimp parted ways with Shopify a short  Getting Mailchimp to Work with Shopify: Part 1 – Using Shopsync
(Fig 3.1) Shopsync dashboard in Shopify

That’s it! You’ve successfully integrated your Mailchimp with your Shopify account and no longer need to depend on the Mailchimp for Shopify App – control what the integration does for you through ShopSync’s dashboard. The next part in this series, we’ll show you how to integrate your Shopify account with Mailchimp using Zapier and discuss the additional features Zapier offers compared to ShopSync.

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7 Steps To Get Increased Brand Loyalty Through M-commerce

Have you thought about how you can increase your brand loyalty? There are many ways to do that but m-commerce is one of the best ways.

M-Commerce, that is, selling on mobile devices, is an absolute must for any business. According to Statista, by the year 2021, almost 54% of all online transactions take place by Mobile retail Commerce (M-commerce) as opposed to the traditional E-Commerce platforms. And that is logical too, after all, mobile devices are by definition more convenient. Added to that fact is the situation that Google, is now employing a mobile-first rule, meaning that its rankings will prioritize mobile-friendly sites above everything else. So, if more than half of your potential market is mobile-based, and Google no less is ranking sites by their mobile accessibility, these are two very good reasons to start developing a brand loyalty strategy via M-Commerce.

  1. Keep it simple

Mobile platforms don’t need bells and whistles. In fact, those same decorative elements actually end up having a detrimental effect by sending potential customers elsewhere due to over-complicated and messy pages. Keep your message clear and concise, and allow the customer to do what they want to do easily and simply. Anything extra is just overkill. Take a look at the AcademicBrits website and see how they handled a lot of information but added simplicity as well.

Have you thought about how you can increase your brand loyalty 7 Steps To Get Increased Brand Loyalty Through M-commerce
Overkill Example

Have you thought about how you can increase your brand loyalty 7 Steps To Get Increased Brand Loyalty Through M-commerce
Good Example

2. Quickly reveal value

We live in an impatient society, that’s a fact, and online it’s even more cutthroat. Just like in the previous point, get straight to the point and reveal instantly what value you can add to the customer. Don’t hide away terms and conditions, lay them bare, so the customer knows exactly what they are getting involved in, and allow them to take the plunge quickly. As for rewards, don’t make customers work too hard for them. Keep them within easy reach. If you don’t do it, someone else will, and there goes your customer.

3. Make your site customizable

Another challenge for developers is that, as well as being simple, a mobile site must also be customizable. After all, no one wants a site that provides a host of unnecessary information and/or products. This is all part of a society that demands instant gratification, so allow your site to be customized in a way that it only displays the content that the user wants. It should be responsive for mobile devices, obviously. Make sure it loads quickly and that it provides a great user experience that feels seamless and effortless.

4. Provide memorable user experience

Quite simply, nothing is really enough if you can’t produce some sort of emotional attachment to the user. Nowadays, people want imaginative and relatable experiences from the mobile sites they visit, and big data is not enough. To stand out from the crowd, you need unique experiences and content.

“What we are talking about here is the term ‘big emotions’. This means that nothing else will do, and this is a huge challenge for developers and marketers. How can you create an emotional connection with your customer?” asks Sindy Peltier, a tech editor at 1day2Write and Writemyx.

Customers are looking for an experience that provides a ‘wow’ factor that very first time. Once you have that first memorable user experience safely tucked into your belt, the next time becomes that little bit easier.

5. Engage the Audience

A huge part of building a brand relationship is engaging the customer in the first place. That can be through any number of methods, but you have to maintain the conversation and show that you genuinely listen by taking feedback at every opportunity and using it. Meaningful engagements can be secured through the site itself, or through social media channels. Thus, you need to ensure that your communication quickly becomes an engagement.

“Personalize that communication. In the past that used to be incredibly time consuming, but now automation software makes this a very accessible technique. It helps to develop an individual relationship which can be invaluable to a growing brand,” argues Lyndsay Stephens, an M-Commerce expert at Britstudent and Nextcoursework.

6. Use brand partnerships

Utilizing a well-considered brand partnership is a really smart way of developing your reputation and quickly securing a loyal following. Not only is it an extremely financially viable technique of growing exposure by piggy-backing onto the already established marketing presence of another brand, by selecting the right brands to get involved with, it shows the customer that you are looking out for them by bringing together two (or more) products or services that you understand they are seeking. It increases convenience, and aligned together with reward schemes, can actually result in infinitely better customer experience with meaningful savings and perks. That is a sure-fire way of building a relationship to last.

In summary

The stats don’t lie. Mobile platforms are the present and the future of E-Commerce transactions, particularly with the increasingly creative ways of making payments and accessing information. Creating a mobile-friendly platform is therefore not just smart, it is essential when growing brand loyalty and seeking to increase the number of active engagements and conversations. Follow these simple steps to achieving a brand strategy that takes your business to new heights.

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How to Use Social Data to Launch a Successful Video Marketing Campaign

Video marketing is a hit. According to Oberlo, 87% of marketing professionals use video as a marketing tool. So, if you don’t implement video content in your marketing campaigns, you’re definitely missing out.

Essentially, video marketing is a component of an integrated marketing plan, aimed to increase audience engagement and boost social activity, mostly through social media. The strategy is built around one video or a series of videos that are connected to a particular product and are characteristic of the company’s values.

Why is video marketing on the rise, when there are so much other different content types that are as engaging? What makes it stand out? Take a look at these stats:

  • According to Renderforest, 5 billion videos are watched on YouTube on a daily basis
  • According to the same source, 70% of marketers claim that videos convert better than any other type of content
  • Optinmonster supports these numbers, adding that 94% of businesses are using video as an effective marketing tool, and 81% of the surveyed businesses saw an increase in sales. Moreover, 53% of businesses saw a decrease in customer support issues after using explainer videos in their marketing campaigns

Social Data and Video Marketing

Today, not a single marketing campaign can be launched without social media, not only because social media give brands extra exposure, but also because they provide brands with social data to help them keep up with the KPIs.

Although mining social data is a pretty down-to-earth process, with tools like Google Analytics and Adobe Analytics making it possible, confusion may hit you when you actually try to use it for your video marketing campaign.

So, here are some insights on how to use social data to launch a successful video marketing campaign.

1. Study Your Audience for Better Targeting

Knowing your target audience is crucial, and your future video marketing campaign is no exception. But audience analysis is also an important part of video production and plays an important role in creating a video script.

Another reason why you should pay close attention to audience analysis in your video marketing campaign is delivering the right message to the right people, especially if you’re a newborn brand. According to Social Bakers, this type of content is used primarily in the early stage of a marketing campaign, when customers are only learning about your brand.

Audience analysis is a multifaceted process that involves the discussion of crucial points that will influence the nature of your marketing videos. This process involves the analysis of the following aspects:

 of marketing professionals use video as a marketing tool How to Use Social Data to Launch a Successful Video Marketing Campaign

These aspects describe one audience persona that will characterize the whole target audience that you will address in your video. The more detailed this description is, the more targeted marketing video you’ll create because you’ll know exactly who you want to reach with your video message.

So, for better targeting and for a more detailed marketing video, make sure that you have a proper audience analysis.

2. Explore Likes, Shares, and Comments for Content Ideas

If you choose to launch your video marketing campaign on one of the social media platforms, social data that describes the performance of your previous posts, as well as the data, collected from likes, and shares, will help you determine which platform will work the best for your marketing needs and which content your followers from each platform prefer better.

For instance, if your Facebook account stats show that posts with videos on your page are the most active, like here,

 of marketing professionals use video as a marketing tool How to Use Social Data to Launch a Successful Video Marketing Campaign

you can consider your Facebook account as the main platform for your video marketing campaign.

Activity on your posts, including comments, likes and shares, is the source of unique metrics, mined from social media platforms. They give you important information on what your existing social media audience likes and wants to see, and you can use it in your video marketing campaign. Social data that can be mined from them, can give a serious boost to your creativity, providing you with plenty of content ideas. Here’s how you can use them.

  • Likes and Shares

This is an indirect form of feedback from your social media followers. This way they express their perception of the content you’re posting, so listen closely. The more likes a post gets, the more clues you receive as for what your audience wants to see, and you can later implement these ideas during the video production process.

The analysis of likes and shares is a generator of engaging topics for your marketing videos. For instance, the international real estate company Flatfy saw an increased interest in posts about real estate statistics on their Instagram account. So, that’s how they came up with an idea for a marketing video, covering the global population and the future of the real estate search.

  • Comments

Your followers may express their feedback using the comment section under your posts. Comments are a great way to find out who watches your content and make necessary adjustments to your video marketing campaign.

For instance, one comment in Spanish under a “What is inbound marketing?” video inspired us to create a whole video in Spanish:

 of marketing professionals use video as a marketing tool How to Use Social Data to Launch a Successful Video Marketing Campaign

 of marketing professionals use video as a marketing tool How to Use Social Data to Launch a Successful Video Marketing Campaign

 of marketing professionals use video as a marketing tool How to Use Social Data to Launch a Successful Video Marketing Campaign

Such comments give you the idea about not only what your audience needs but who they are as well. So, watch comments closely to find inspiration for your marketing videos. They are a great source of valuable social data.

3. Perform Competitor Analysis

By taking a look at your competitors, you obtain their social data for your benefit. Analyze, how their marketing videos performing to learn from their mistakes and benefit from their wins as well.

According to Statista, competitor analysis includes the following essential steps:

  • Identifying relevant competitors in a specified market segment
  • Describing key data concerning the competitors that you’ve picked
  • Analyzing the business strategies of each competitor. In our case, you take all video marketing campaigns of each of your competitors and analyze their performance. You can use SWOT analysis to obtain the full scope of data
  • Studying their corporate philosophy and making a comparison to your brand’s values
  • Based on their behaviours and marketing strategies, you can establish your immediate goals

Including competitor analysis into your video marketing campaign is an important step to be taken before you even launch the production of the video itself. Competitor analysis can give you important clues and ideas for creating a video script, as well as the knowledge of the things you will need to avoid.

Your primary goal is to create a marketing video that stands out, thus, competitor analysis will help you understand, which characteristic features of your brand you want to emphasize.

4. Keep Track of Your KPIs

Lastly, valuable social data can be obtained from your own KPIs (Key Performance Indicators). Take a look at your previous video marketing campaigns. How did they perform? What were their advantages? What were the drawbacks? How can they be fixed

By answering these and other possible related questions will help you figure out what should be included in your next video marketing campaign. When you launch it, keeping track of the KPIs will be the task that you’ll have to do on a regular basis to make sure that your video marketing campaign performs well.

Conclusion

Opting for a video marketing campaign is surely the right decision, and social data will help you make it right. Correctly applied social data will help you understand exactly who you want to target with your video marketing campaign. It will also give you important hints on what your followers want to see and even provide you with ideas for your marketing videos. Social data, mined from competitor analysis and your previous KPIs, will give you the knowledge of what you want to highlight and what should be avoided in your next video marketing campaign to make it successful.

Hopefully, these tips will help you figure out how to use immense amounts of valuable data you’ll get from social media in order to create a successful video marketing campaign.

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User Onboarding Automation: Your Business Needs It

Email marketing and automation is huge nowadays and there are a plethora of email hosting services, as this great product here.

But while email marketing and automation is great, your business needs user onboarding automation in addition to an email hosting service provider, in order to provide the user with a smooth experience.

This article aims to educate you in terms of user onboarding automation, why your business needs it and how you can really benefit from a custom email.

Definitions first

According to this article, “User onboarding is the system of actively guiding users to find new value in your product”. In simpler words, it is the process, through which a customer will remain engaged and through which, their customer lifetime value will increase.

In order to keep customers engaged and happy with your business, you’ll need to go through various aspects of marketing strategy, one of which is email marketing-the most foolproof and cost-effective method to date and of course, acquire an email marketing automation software.

Email marketing is the use of emails to promote your products or services.

Of course, in order for that to happen, one will need to use some kind of software, as these promotions are impossible to happen manually.

Which means that you’ll need the proper email marketing automation software, which is the software that will turn the email sending process from a manual one to an automated one, helping build an effective email strategy.

What makes User Onboarding Automations successful?

The goal of user onboarding is to soothe subscribers into your service and lead them further down the funnel. In other words, it aims to showcase your service’s value and keep the customer interested throughout their time as a customer/user.

By leading your prospect to that “Aha! Moment.”, user onboarding helps increase sales, which will help the brand remain relevant, even in the most competitive of industries. But this doesn’t mean that the sales will increase due to some magic sauce that will drive new customers constantly.

Rather, this will happen due to the fact that user onboarding creates loyalty within already existing customers. And retaining customers is the most cost-effective practice, as acquiring new ones is six times more costly.

But how could one retain customers in a successful manner through user onboarding?

Here are some characteristics a business or a service needs to keep in mind and optimize:

  • Well-spaced emails

    In a research conducted by MarketingSherpa a few years ago, more than 85% answered that they’d like to receive promotional emails at least monthly:Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    A/B testing will help you determine when the best time would be for you to send out those emails. Just make sure to get those variables right before you decide to go through with this.

    Measure not only the correct time frame but also the correct time. Do your subscribers open their email between 14:00 and 19:00? If so, this is when you should send them out.

    For example, retailers in the US noticed that the best timeframe for cart abandonment emails was 24 hours after the cart had been abandoned.

    The graph below shows what the best time for sending out emails is, according to the credit reporting company, Experian’s data:Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    As shown, the best time of day for someone to send out an email would be between 4:00-8:00. You can read the full article here.

  • Behavioural email strategy

    The graph below shows clearly that subscribers prefer receiving emails based on the previous interactions they’ve had with your business, rather than random emails that have to do with the latest news and don’t offer value that feels like it’s tailor-made and personal.Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    Of course, the first thing you’ll need to do would be to acquire the prospect’s email. A nice and tried and true-solution would be using a popup, which may be hated by lots of people, but it has been proven to drive more sales and conversion.

  • CTAs that entice users to engage

    Take a look at the CTAs you’ve used in your latest email.If the subscribers have interacted with your CTAs, then you’re half-way there. But you’ll need to keep providing value that is consistent with your CTA and will make them want to see more of what you’ve got to offer. “Get the free trial” is one thing, but “Get the free 1-month trial” makes the subscriber think of all the possibilities after his free month.

    If they haven’t interacted with your CTAs, then you’ll need to think of alternative catchphrases to get your reader’s attention. Again, A/B testing will give you an edge when it comes to that.

    Consider showing your subscribers the kind of value your product or service can offer them, using language that will be clear and simple but not plain – your newsletter needs to engage and stand out.

    When you decide on the specifics, go ahead with picking out an email marketing software, as Gmail can allow you to send out very limited emails before banning you.

Why should you pick a User Onboarding Automation?

There are a number of reasons behind that, but here are the main key points that you’ll need to keep in mind while coming up with your strategy:

  1. Automated tasks are more practical and precise

    There can be a large number of mistakes when it comes to manual tasks, hence the need for automation. Just decide on what the task at hand will be each time, set it and have it go on a loop for a specific time period.For example, this loop could include sending out a welcome email, a check-in email and lastly, a last-chance email. You could play with the variables, change the timeframes, times of day, subject lines, all that in favour of data.

    This loop will gather data, going through all the possible scenarios at any given time-data that you’ll need in order to determine the key factors of your strategy.

  2. Automated onboarding eliminates the chances of mistakes

    As we said above, automation limits the number of mistakes and practically eradicates them. If you need to have data-driven results, automation should be your go-to solution.Mistakes can occur, not only while extracting and analyzing data but also during the data entry process.

    Play with the parameters, think of different variables and get creative. The better the automation, the more the data, the more data, the more accurate the result.

  3. Analytics: A powerful tool

    Analytics can provide your business with data and feedback on onboarding drop-outs. This will help you track unsuccessful tactics and make the necessary changes.What are the outcomes of your strategy? Analytics will help you answer that question and make data-driven decisions. What is more, with analytics, you can determine the metrics you should be tracking and the KPIs your business needs, from the time users take to complete your onboarding process, to the percentage of users who use your service again, after the onboarding process is completed.

Three examples of successful User Onboarding Automation

We decided to use the cases of Netflix, Wistia and Etsy as examples that showcase how user onboarding can be successful.

  • Netflix

    One of the most popular subscription services for TV shows, with 139 million paying subscribers, Netflix’s popularity is not just luck.The product’s user onboarding is one of the best ones, starting with a CTA that gets the user to click the “join” button first, select tier and then enter an email. After a little bit of personalization, the subscriber is good to go, as Netflix’s emails are personalized, based on the preferences of the user and their interactions:Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    This is the first email the user receives when they subscribe to Netflix. It’s got all the personal information a user needs to know, even the date when their free trial ends.

    Here is an example of how Netflix suggests what a user should watch: Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    So, we’ve got a suggestion and related suggestions at the bottom. It’s a very simple, yet very effective tactic: Assuming the user doesn’t like the suggestion, there is more where that came from!

    Also, the service sends out emails every time that a user disengages, enticing them with personalized options, reminders on when a user’s free month is going to end, even their cancellation emails suggest that the user can and should come back whenever they may need. Like this:

    Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs ItEmail marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    So, it’s clear that Netflix, which is one of the most popular platforms at the moment, uses behavioural email strategy to keep the customers engaged.

  • Wistia

    Another popular platform, Wistia is a very nice solution for users that need to somehow create and manage a large video library.

    Starting with popping pastels and a simple CTA, the user creates an account and then personalization begins. They are asked what their main goal with Wistia is and what kind of experience they have when it comes to business videos. The whole process lasts about a minute or two.The emails are, again, personalized and sent infrequent intervals that aim to inform and showcase, allowing the user/reader to pick out the topics they’d like to know more about. Here’s proof:Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

  • Etsy

    Etsy is an eCommerce boutique store that sells various handcrafted items from people around the world. So long as something is handmade, Etsy is interested and it’s pretty good at making others interested as well!Etsy is really good at making users engage. The first step is, of course, subscribing to their website. And this is the email you’ll receive:Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    The second step would be personalization. However, you’re not required to personalize. Simply, Etsy will suggest that you should save this or that in your favourites for later, as you’re browsing.

    For example, most of my saved items are vintage dresses/jewellery and stationery. Look at the two follow-up emails I received at some point:Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs ItEmail marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs ItEmail marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs ItEmail marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs ItEmail marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs ItStationary and vintage products were the basis of the emails sent to me by Etsy.

    But there’s another little interesting tidbit that made Etsy what it is. If the user doesn’t add anything in their favourite items, it’s okay, as the website will point them in another direction: the Editor’s Picks one.

User Onboarding per Industry

The basic principles may apply to all industries more or less, but it would be best if we pointed out how some key aspects work in some industries:

  • E-commerce

    Welcome emails are important, as they raise brand awareness and help potential customers remember the brand and the name. A clear CTA like “Shop now” or “Take a look” will entice them.But let’s assume they haven’t interacted with your brand. Maybe you should consider sending them another email now, one with offers that they simply won’t be able to refuse. Create urgency by including an expiration date for your offer.

    Since cart abandonment is an issue many E-commerce sites face, send them an email to re-engage them, reminding the customers of their carts and offering similar products that could perhaps be on sale.

    Pro tip: This article will help you if you’re a start-up owner.

  • Software as a Service (SaaS)

    A welcome email will work in your favour in that case as well. A friendly and easy-going look and feel would be the go-to solution for this category, with a CTA like “Show me around”.If the user hasn’t interacted with the product yet, do it like Dropbox! Send them a check-in email to remind them that they haven’t used the service. Like this:Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    If this doesn’t work either, go for the “Last chance” email. Tell the customer that their account is about to expire and remind them of the value of your product. Ask them if they’d like to extend the experience or if they’d like to leave some feedback.

    Pro tip: How would you like this article for further reading?

  • Publishers or Agencies

    Buzzfeed could be a case study for that category, as it allows users to pick out the categories they’d like to receive newsletters for, thus personalizing the experience.The newsletters are not only personalized based on the user’s picks but also personalized based on interactions, as every newsletter comes with different suggestions.What is more, Buzzfeed works with referrals and the unsubscribe option is exactly where the subscriber can find it but doesn’t draw any attention.Email marketing and automation is huge nowadays and there are a plethora of email hosting  User Onboarding Automation: Your Business Needs It

    Pro tip: See what’s up with content management and WordPress’s latest update.

How to design a User Onboarding Automation

And now that we’ve completed our guide, it’s time to give you some tips in regards to the designing process.

The first thing you’ll need to do is get to know your user and map out their experience with your product. Create user personas, conduct surveys and test away. The data you’ll gather will give you a clear idea of where things could go or have gone wrong.

That same data will help you find new ways to reduce friction and eliminate the risk of users losing interest in your product or service.

Use hooks through your CTAs. Communicate your product’s value clearly, but leave something to be discovered. Again, testing here is very important, as it will help you determine which “ethical bribes” and which CTAs work best.

And while we’re at it, educate your users with online assistants and give them tutorials to help them learn the basics.

Personalize as much as possible. Have users enter their preferences in your platform and use the data accordingly.

And for those emails: Users will be expecting a welcome email and first impressions count. Be consistent with your newsletters. Send your users emails with clear CTAs that will be consistent with your brand voice, send check-in emails that will entice them and “Last chance” emails that will make them think.

Lastly

User onboarding is something that will help your business thrive, but it’s not an app or a service.

Rather, user onboarding is a mindset, a process that every business and service should keep in mind when planning their strategy if they want this strategy to be successful in the long run.

Of course, bringing your business online should be your first step. And when you do, make sure you find the one place that has it all!

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