The new year is roaring along and those New Year’s resolutions to improve your marketing campaign should be well underway.
If they’re not, we have suggestions on how to kickstart your campaign. You needn’t be mad or even scientific to put these ideas into practice, but if you want to try a fresh approach, they surely can kick some life into your 2020 marketing ops.
Pop-ups are a curiosity: no one particularly likes them, we hear, but they truly work. This suggests the common wisdom isn’t precisely correct: if they generate responses, the right people must like them. There’s myriad ways to employ them: short-term discount offers for products or services, free white papers, exclusive video content, a gratis one-month subscription to your newsletter – all these and more can attract online prospects.
You can plant the pop-up on any digital platform you use to attract potential customers and inform current clients: blog, website, Facebook page, even regular email offerings. Pop-ups are a proven, valuable tool for adding new subscribers to your lists. A couple of good apps for creating pop-ups are readily available, including BannerSnack and WisePops, both of which allow free trials, so you can see how it all works before you buy the full version.
Marketing is simple: you cast a range of baits into the sea of prospective clients, then toss your nets and hope for a big catch. But which morsels were the tastiest? You can guess or intuit all day long, or ask new clients what sold them. Or, you can use a bit of digital science.
First on the agenda is a Google Analytics account – sign up is free. Next, snap up another freebee: Google Campaign URL Builder. Each marketing tool you use to advertise – online adds, discrete blocks of website content, even the pop-ups we expect you to sample, can be given a unique URL, allowing precise tracking of which medium attracts the best response. It’s a strong way to accurately measure success, as well as wasted effort, particularly given the agreeable price tag.
An early chestnut of digital advertising wisdom entreated careful scrutiny of the subject line of email communications. An appealing subject can mean a click, while bland wording, clumsy syntax or hucksterish promises lead only to deletion.
This advice holds true today: take special care with subject lines. They’re also a good field for experimentation. Mix it up a bit: try a sober, informative line with some prospects, a jazzier bit with others and see what clicks. Don’t limit yourself: use your imagination, test different keywords, consider what might inspire, frighten or entice potential customers. The response numbers should tell an informative tale.
Clients in hand and prospective want – even demand – individualized service. Start the ball rolling by automatically personalizing your emails. The simplest form involves automatically adding the recipient’s first name to the salutation line: “Dear Rebecca” assuredly a warmer opening than “Dear Sir or Madam.” Content can also be personalized to match a client’s interests or the perceived needs of a closely targeted audience.
Professionals like to stay organized – we’d certainly better – so we habitually fire our communications barrage at the same time, same day, every week. There’s advantages to this approach: clients and established prospects can anticipate our emails, and hopefully look for them. On the other hand, this technique can seem sterile and suggest a lack of urgency or import.
Try sending emails at irregular hours and days across the week and see if it a flexible communications schedule affects your response rate. You may discover that certain times of day or parts of the week are better for generating high-volume responses.
For more information, please read:
8 Marketing Experiments Every Independent Financial Advisor Should Try | XY Planning Network