Vesta Digital Blog

Posts Tagged ‘email

Why Do People Unsubscribe or Unlike?If you own a small business, have a business website, and practice an effective amount of social media marketing, you should be well on your way to building a strong and loyal customer base.

Some small business owners however, start to experience a mass unsubscribing or unliking movement by their leads. As if all of their leads got together and decided to stick it to them by either completely ignoring the lead nurturing efforts, or unsubscribing all together.

Why does this happen?

There are a few reasons why people may ignore your updates, emails, and offers. However, the first and most important step you need to take in solving this problem is to be honest with yourself and see if you are doing anything to drive your leads away.

Email marketing mistakes

According to Entrepreneur.com, “the trigger that prompts 54% of consumers to unsubscribe is when the offending company bombards a subscriber’s email with too many marketing messages.”

So, are you bombarding your subscribers? If you are constantly sending emails without any valuable content in them, there is no doubt that they will eventually unsubscribe or ignore you completely.

You can fix this problem by asking for feedback about what kind of information they would like to receive on a regular basis, and by offering some deals and some incentive for your leads to actually open and read the emails you send them. Again, it’s about quality not quantity.

Social media marketing mistakes

The majority of Facebook users have “liked” a business page or two during their membership. Unfortunately, almost half of those who have liked a business page rarely if ever visit it.

“Not surprisingly, excessive posting accounts for 44% of the decision to ‘unlike,’ while 43% of Facebook users indicate their account is too crowded with brands” according to Entrepreneur.com.

The basic remedy for this problem is caring about your customers. People want a brand that cares about what they like, what they don’t like, what they want to know, and what they don’t want t o know. As long as you interact with people who “like” your business page on Facebook, they will interact with you and trust your brand.

You just need to make sure you are limiting your posts and providing engaging conversations and offers.

Distributed by IntelBuilder Social Media Platform

marketing strategyThere are several different marketing strategies you can use. However, for the sake of your small business budget, there are 3 very important strategies that help with organic traffic gain as well as giving your pocket expenses a break.

Step 1: Optimize Your Website

You need a base where people can search for your product, find you, and remain interested enough to order from your website. You truly will not be able to succeed in today’s market if you don’t have a website as your platform for transactions. Your website should in essence, run itself. With quality content, enough information, and the encouragement of feedback and conversation, you have the ability to invite people to learn more about your product or service – and buy it. Your site should have:

  • Strong and well researched keywords
  • Quality content that actually answers questions
  • The use of meta tags and descriptions
  • E-commerce capability

Step 2: Build Your Customer Base

Once you have your (quality) website up and running, it’s important to keep those customers coming back to you. One of the most basic marketing strategies you can employ is a subscribers list, or membership option. You can build a base of customers through an email list as one example, if your site has:

  • A sign-up option
  • A blog
  • Newsletters and promotions to send to subscribers

Step 3: Maintenance

Once you have your quality website up and running, and a strong customer base with which you consistently interact, you need to be maintaining your website with fresh content. One great way to do this is to write blogs (daily!) and have them on your website and really anywhere else you can distribute them.

This helps with your exposure, search engine rankings, traffic, and credibility. The reason it helps with credibility is that it shows the initiative you have to answer customer questions and constantly provide fresh information. It shows that you are not all about the transaction, but more about the relationship you have with your customers.

customer loyalty campaignThere are several factors that separate successful businesses from those that break even. One of these aspects seems to stand out the most. The most successful businesses have customers that keep coming back, they have a strong customer base. Their lifeblood is customer loyalty.

While short-term sales may show profits, they are unpredictable and require a lot of initial work with no follow up. Long-term sales created by customer loyalty campaigns can actually show more profit in the end, and it is a more consistent and steady flow of income for the business owner.

Entrepreneur.com published a great post on how to retain customers by developing a customer loyalty program for your business.

Follow these tips to build a successful program for your business:

1. Don’t Abandon Service for Savings Alone

Discounts and savings are on the minds of most consumers, yet don’t overlook other major customer-pleasing enhancements, such as quick or better service or improved customer handling. New research from Genesys and analysts at Datamonitor/Ovum shows nearly two-thirds of consumers have ended a relationship with a company due to customer service alone, and the majority of them take their business to a competitor. Your best customers want personalized service and support that’s accessible instantly–often by phone. This is where your small business can excel over larger competitors whose customers may feel lost in a maze of automated self-service.

2. Make Communication a Two-Way Street

With the cost efficiency of e-mail, it’s no wonder it’s the workhorse for the vast majority of loyalty campaigns. Printed mailings and statements are also used by many marketers to remind customers of benefits and rewards. And corporate websites are becoming increasingly important components in loyalty campaigns. For many types of businesses, it’s smart to build interactivity into your company’s site with customer generated content, online customer service, or live chat with a representative. You can also create a site specifically to enhance customer relationships and build loyalty.

3. Avoid Loyalty Turnoffs

Too much spam and junk e-mail top the list of what consumers don’t like about loyalty and rewards program membership. While most member communication is monthly according to the CMO Council report, 20 percent of loyalty marketers interact with members on a daily, weekly or biweekly basis. How often do you communicate with your best customers? Daily or even weekly e-mails may be too frequent for many members, particularly if the offers or other communications are perceived as not relevant to their business or personal needs.

customer serviceSelling is a process, not an event. The ability to make sales takes the building of relationships and establishing credibility in the minds of your consumers. If you don’t take the time to let your customer feel a certain comfort zone with you, you will undoubtedly lose the sale.

The art of engaging a customer takes practice, time, and effort. Many experts say it can take anywhere from seven to 12 contacts with a customer before he or she is ready to buy. Each of these contacts should give the consumer a genuine reason why your product will make his or her life better.

Here are 4 tips from Joanna L. Krotz, a writer for Microsoft Business.

1. First, define your prospects.

Selling professional services requires a different scenario. “It’s a more complex sale. You need to have a comprehensive conversation and touch one customer many times,” says New York sales trainer Wendy Weiss. She advises skipping e-mail and going straight to human-to-human contact.

Your goal is to contact as many prospects as possible. If you have a list of 200 or so, leave your information, move on and circle back. But if your industry is limited to a half-dozen or so big fish, keep making contact until you establish a relationship. Doing your homework is a must. Research your industry and prepare your list or database of high-level targets before you start.

2. Then calculate the costs.

For online marketing, that means actual conversion rates, not click-throughs to your Web site. For offline sales, it means analyzing the numbers so you know exactly how much you must invest — upfront — before you bank one check or ring up one sale.

No question, this takes sustained effort. But think it through. If you send out 100,000 e-mails and get 10 sales in return versus mailing 10,000 postcards that generate 1,000 sales — the higher postage and print costs probably provide the better the ROI. Or, set up a one-two punch that combines two channels. Just because a channel is cheap to use doesn’t make it cost-effective. Many marketers like to send early e-mail notices or offers to “warm up” prospects.

3. Know that effective messages match the medium.

Before choosing any channel, create a consistent sales message. This should be your product’s point of difference, which must be clearly communicated in any and all contacts. What’s your sales story? What’s your response to every customer objection? Why should anyone buy your product? Even commodity products, such as janitorial services or fast food, must have a story that makes them stand out, whether it’s an emphasis on experience, reliability, convenient locations or better service. Then adjust the message so it’s appropriate for the channels you choose.

customer loyaltyIf you have a small business, you generally have an overwhelming amount of competition. So what can you do as a small business owner to encourage your clients and customers to stay loyal to you and your brand?

While you may be seeing sales, a significant portion of your business comes from the value of repeat customers. Here are a few things you can do to encourage those customers you have already served to keep coming back to you.

Email Marketing

Email newsletters are a great way to present yourself and your business to a client in a personal, accessible way. Send a friendly reminder once a month about new services, promotions, or requests for feedback. Emails are easy to write and easy to respond to.

You can even get personal. If you come across some interesting article about your product or service, pass it along to your customers. You can give them a little insight about the things your personally are learning about your industry.

Personal Mail

However effective email marketing might be, consumers can be skeptical of emails because of the amount of advertising clutter out there. However, there is nothing more personal, thoughtful, or genuine, than a handwritten card sent through the mail.

This may sound cheesy and a little romanticized, but what better way to convene genuine interest in your client than a handwritten note in the mail expressing gratitude and maybe including a coupon or two?

Phone Calls

This works the best for the smaller scale companies. We are getting so involved with technology and online communication that we are forgetting how meaningful interpersonal communication really is.

Calling your customer a few days later to check up on how they feel about your product or service will ensure that they realize you care about their satisfaction. Also, it will give you a chance as a small business owner to improve upon aspects of your products or services that are less than satisfactory.

email marketingI have already written a post on the importance of email marketing, but I am writing another one with a few more tips simply because email is sincerely a great way to retain customers and get the word out for your online business.

Email has the potential to increase traffic and generate leads for your business, so use the tools wisely and follow the tips below.

1. Don’t rely on images

While images are a great way to catch your readers’ attention, it can be distracting with the image-blocking technology of most email servers. Considering almost everyone who uses email now has a setting specifically blocking ads and images, pay attention to your important info and repeat it in the text in the event your reader has blocked your images.

2. Be factual

The important part of your email is not in hyping up your product, it is getting straight to the important and useful facts that actually pertain to the receiver. In sending an email, be concise and stick to the facts. Your email should be educational and not promotional. You should give the consumer the power to make the choice to evaluate and then make the purchase.

3. Pay attention to the subject line

Use your subject line to cross the most important message. Most people screen their subject lines for important information and see if they can simply disregard the email altogether. The most important part of your email, your value and proposition, needs to be in the subject line. It’s not a title, or summary, it’s your best line and your only chance.

4. Keep things simple

Your message should be concise, to the point, simple, factual, and effective. Emails should always be quick and easy to read, to keep up with the instant-satisfaction society we are in these days. By focusing your content on one objective, you’re more likely to convert a reader into a customer. Don’t overwhelm the customer with too many options or too much information.

5. Customer feedback

Remember to keep in correspondence with customers you’ve already converted. This helps to ensure brand loyalty and spark a cycle of word-of-mouth or viral marketing. Customer service can’t be stressed enough in business, so pay attention to your customers and respond in a timely and friendly manner. Be known as a business that legitimately cares, an email every now and then to check on your customer satisfaction can be the key to building brand equity.

6. Don’t try too hard

Emails that are sent to users should be creative, interesting, and effective. Try to avoid forcing users to subscribe to your emails, and focus on providing a choice. Demonstrate to the user why it would be beneficial to them to read your information.

email marketingI have already written a post on the importance of email marketing, but I am writing another one with a few more tips simply because email is sincerely a great way to retain customers and get the word out for your online business.

Email has the potential to increase traffic and generate leads for your business, so use the tools wisely and follow the tips below.

1. Don’t rely on images

While images are a great way to catch your readers’ attention, it can be distracting with the image-blocking technology of most email servers. Considering almost everyone who uses email now has a setting specifically blocking ads and images, pay attention to your important info and repeat it in the text in the event your reader has blocked your images.

2. Be factual

The important part of your email is not in hyping up your product, it is getting straight to the important and useful facts that actually pertain to the receiver. In sending an email, be concise and stick to the facts. Your email should be educational and not promotional. You should give the consumer the power to make the choice to evaluate and then make the purchase.

3. Pay attention to the subject line

Use your subject line to cross the most important message. Most people screen their subject lines for important information and see if they can simply disregard the email altogether. The most important part of your email, your value and proposition, needs to be in the subject line. It’s not a title, or summary, it’s your best line and your only chance.

4. Keep things simple

Your message should be concise, to the point, simple, factual, and effective. Emails should always be quick and easy to read, to keep up with the instant-satisfaction society we are in these days. By focusing your content on one objective, you’re more likely to convert a reader into a customer. Don’t overwhelm the customer with too many options or too much information.

5. Customer feedback

Remember to keep in correspondence with customers you’ve already converted. This helps to ensure brand loyalty and spark a cycle of word-of-mouth or viral marketing. Customer service can’t be stressed enough in business, so pay attention to your customers and respond in a timely and friendly manner. Be known as a business that legitimately cares, an email every now and then to check on your customer satisfaction can be the key to building brand equity.

6. Don’t try too hard

Emails that are sent to users should be creative, interesting, and effective. Try to avoid forcing users to subscribe to your emails, and focus on providing a choice. Demonstrate to the user why it would be beneficial to them to read your information.