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Marketing Analytics: Your New Best Friend

Customers have two main points of value: the revenue gained from their purchase, and the data they give you about purchase behaviour. This data allows you to tailor your marketing analytics efforts so you can set up your software to predict and respond to any similar future behaviour by other prospects.

You need to examine and organise all your hard-earned data to get the most value out of it, so use marketing analytics software to reveal behavioural patterns. These customer insights should drive your digital marketing strategy. Once you recognise a pattern, build out your content and messaging so you can perfectly address the needs of anyone who fits it. After setting up behavioural triggers for that content, you can rest easy knowing that your marketing is scalable, relevant and working for you 24/7.

How to Glean Insights from Data

Let’s say you’ve discovered a behavioural pattern, but now you’re not sure what content is appropriate for those types of customers. How do you know where to start? Look for ‘moments of truth’ in the buying process. These are decision points where a lead can potentially choose to leave or disengage with your organisation. Your goal is to win those moments; you want to influence them so more leads progress through the buying process, eventually purchasing from you. You should be creating content and messaging that preemptively addresses these moments of truth, providing resources that give exactly the information customers want when they’re at that point. Case studies, competitor comparisons, and purchase guides are the types of pieces that are ripe for automated behavioural triggers. People interested in them are often in a specific, recognisable phase of the sales cycle so it is simply a matter of using your data to build campaigns and messaging around the right moment.

This type of pattern-based gap-filling is best when done proactively, but it can also be used to recognise and alleviate existing problems within your present strategy. If you have a concern, use marketing analytics software to tackle it. Identify the symptoms of your problem through patterns in the data and adapt your existing strategy according to what you discover.

Data provides a strong foundation for building effective marketing strategies, so it’s worth paying attention to your marketing analytics software. Curious about what data you should be tracking? Don’t miss this article about the 3 key marketing insights you need to monitor.

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How To Make Social Advertising Work For You

Social advertising is no different than any other form of advertising: it works best when you focus your efforts. This means that target markets, buyer personas and clearly defined segments are critical. You can launch your latest campaign on every social network with over a million users, but there is still no guarantee that the right people will see it, so if you want a successful social advertising campaign you need to start with specific segments.

Use your data to determine which platforms you should advertise on— specifically, examine your best existing customers and figure out which social platforms they are active on. Find out if there are any social platforms missing from your landscape, or if you can eliminate a popular one that isn’t often used by your target demographic. When developing a mobile ad, consider other factors that will effect your target segment. For example, does the group you are targeting often use their phones to access social networks? According to a study by Invesp, “59% of Facebook and 81% of Twitter advertising revenue comes from mobile devices.” Clearly, it’s critical that any social ads are optimised for mobile and that the CTA links to a mobile-friendly landing page.

If you think your segments are focused enough and your chosen social advertising platforms are the right ones, then you’ll want to focus more on your messaging. Social ads need to have a CTA that is compelling enough to convince someone to leave the social platform they’re on and visit your landing page instead. That’s a tall order! Keep messaging brief, but highly targeted and use A/B testing to fine tune your ad design and messaging.

While carefully developed segments are the best starting point, there is a lot more that goes into developing and launching an effective social ad campaign. Click here to read an article about the top 5 signs your social advertising is a waste of money (don’t worry, the article also includes remedies for each sign in case you recognise any).


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Use Customer Experience to Elevate your Organisation Above Competition

You can be an amazing marketer doing a great job driving traffic to your website or generating new leads for the sales team, but even the best marketers can be derailed by poor customer experience issues. The problem is, most marketing funnels involve the customer visiting your website at some point. For inbound marketing to work properly, there should be plenty of content and resources for that customer to find upon visiting your site, and those will be used to convince the lead to progress through the buying cycle until they commit to purchasing. Unfortunately, a chain is only as strong as its weakest link, and customer experience is often lacking.

Customer experience management software was created to offer insight into consumer struggle points. These insights help identify crucial conversion hurdles which used to go unnoticed but can now be resolved. This software can expose everything from serious code glitches to areas of your website that could use a little optimisation, which means it is essentially a real-time, ongoing source for constant improvement ideas.

Most user experience issues are born from confusion or inconvenience, so your goal as a marketer is to avoid both those things. You always want to make it as easy as possible for your customers to get to the next step. Struggle points are toxic to conversions and inhibit the buying journey, they can include a myriad of brand elements, from web pages that aren’t optimised for mobile to websites with content that isn’t searchable. The only way to identify where customers are getting lost is to track their behaviour with customer experience management software that can reveal how many people are being affected so you can address the problem.

Want to learn more? Read here about 3 ways your customer experience could be killing your customer relationships.

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Email Marketing and Teamwork

Email marketing isn’t going anywhere, but it’s most effective when used as part of a multichannel approach. By using several different channels to reach customers, marketers are able to leverage the unique strengths of each particular channel, reaching people at precisely those moments that matter most in their buying process. Furthermore, they can do it via the strongest channel for getting their message across to that specific individual.

In order to incorporate email marketing as part of a larger, multi-channel marketing strategy, you need to have integrated data. By combining data from every channel, a true 360-degree view of each customer is available. This is crucial because behaviour on one channel needs to be able to impact what message is driven with the other channels as a lead progresses through the buying cycle. It’s also important because you need to recognise if one channel isn’t working and be able to change your approach. Through automated triggers and integrated data, you can build a series of content around a target segment that functions across every channel but offers feedback in one centralised database.

From a consumer’s perspective, each channel is still part of a single brand. Any positive or negative associations with your organisation will belong to the brand as a whole, so ensuring the brand experience is universally strong regardless of where the interaction occurs is of the utmost importance. Consider how each channel effects the others. Email marketing and mobile marketing both have opportunities for recipients to unsubscribe with every message. Character limitations drive the types of messages possible with mobile and social. When in-store, behavioural data isn’t always available and when it is, it can’t always be combined with data about online behaviour. There are plenty of challenges to the multi-channel approach, but overall it allows for a more holistic view of the customer and a way to ensure more relevant marketing for each individual.

For tips about how to maximise email marketing as part of a larger, multichannel marketing strategy, read our bluepaper.

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Mobile Push Notifications – Disruptive or Hyper Relevant?

Mobile push notifications are a channel with some unique challenges and opportunities. Approach it with the right strategy and you could cash in on an underutilised communication method. Try the wrong strategy and you could easily offend your best potential customers.

Mobile push notifications can only be received by people who have downloaded your mobile app and opted into these messages. Anyone willing to reach the point where they can even receive them is likely a strong prospect, so marketers are responsible for respecting that and doing justice to the permission they are being given.

One key way to monetise mobile push notifications is by remembering to use it as part of a larger, omni-channel approach. Integrate data from all channels (including mobile app behaviour) to ensure you’ve got a consistent, real-time status on each customer; this ensures you don’t make a simple mistake like promoting a discount on something left in the shopping cart but purchased in store. It also helps you provide relevant messaging catered to the exact stage the buyer is in at any given moment in time, so you can influence progression and, eventually, a sale if you employ the right strategy. The immediacy of mobile notifications is a valuable asset, use it to take advantage of real-time behaviour, so you can react to specific actions with relevant responses and resources. Those types of automated behavioural triggers are what enable scalable, personalised marketing that works.

Mobile push notifications are only a smart channel to use if you understand how to do it right. Achieving the proper balance between creepy and helpful is the only way to show recipients your communication is valuable, not disruptive. If you’re struggling to find this balance don’t risk an uninstalled app, seek expert advice. Start by reading this guide to monetising mobile push the right way.

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