Looking for a better response rate for your email marketing? A recent study from the email marketing technology firm GetResponse shows that you can improve your click-thru rates by including social media sharing options within your emails. While it’s always a good idea to cross-promote your marketing channels for greater influence, this research shows how effective it can be to let your customers do the talking. Small to mid-sized businesses that added at least one social network sharing link improved click-thru rates (CTRs) by 30% with a 9.4% CTR. In comparison, promotional emails without any social network links generated a 7.2% CTR. By adding in at least three social sharing icons, the email generated a 55% higher CTR than messages without any sharing options.
The Email Marketing and Social Media Integration Report also identified the most effective channels. Emails that could be shared on Twitter returned a 10.2 CTR, while Facebook returned a 9.1% response rate. It’s worth adding the social sharing links to your arsenal as most small to mid-sized business marketers do not. A mere 18.7% link campaigns to their Twitter accounts, while only 13.5% include links to other social media networks.
Consider the benefits of word-of-mouth marketing and make it easy for your customers and prospects to share your message among their friends and networks.
Tips for naming your business
May 13, 2010
Is there a science to creating a great business name? Wordlab’s Business Name Generator randomly combines words into more than seven million possible outcomes, but then you may end up with a business called Frizzle or Green Meatspace Works. I suppose PigHappy could be ideal depending on your business model, but considering that a business name should usually describe what you actually do, the name generator probably isn’t your best approach.
There are methods to creating a great business name. A certain amount of creativity is also needed to arrive at something truly memorable. It’s good to sit down and capture every idea, because you never know what you may be able to build from or what will inspire you. You can look through books and go online for ideas. But keep in mind your brand and the person that is buying your product or service. What type of image do you want to project? Are you trying to convey trust, adventure, comfort, experience, convenience or other qualities? What will resonate most with your customers? Keeping that in mind, here are some good guidelines to follow when creating a name that will stick. While you’re name likely won’t reflect all of these criteria, I find these are useful to stay true to brand.
1) It’s easy to remember, easy to spell and easy to pronounce. Crate & Barrel and Target are much more memorable and easier to spell on a Google search than Ligne Roset Boutique.
2) It doesn’t require an explanation of its meaning. The pharmaceutical companies may prefer vagueness, but names like Syrgis and Sirtris could also be the latest Toyota car model. Sometimes if you get too clever, people just don’t get it and give up.
3) It describes your business. Lush could be a cosmetics boutique or a wine bar. Would you know that AimClear was an SEO Internet marketing firm? Your name will appear on signage, online and in advertising, so it’s a good idea to use that valuable space to remind people what it is that you sell.
4) It describes the benefit. What does the consumer get out of this relationship? Comfort Inn. Bliss MedSpa. Or my all-time favorite, ToyJoy.
5) It describes your unique difference in the marketplace. What is the spark that will be noticed by your customers? Look at your competition and determine your top three strengths that set you apart. Perhaps it’s service, cost, prestige, trust, skill, quality or a unique experience. Can you translate these into your name? Meridian Plastic Surgery Center conveys reaching one’s pinnacle in health and vigor, an excellent quality when looking for a surgeon.
6) It isn’t limited it by geography. Think big! If your business expands, you won’t want a name that limits you to a certain area or that implies you only serve a certain region. Also, if you’re planning to expand in a multilingual area, make sure your name translates well into other languages and doesn’t have any negative connotations.
What’s in it for me?
March 3, 2010
Given the choice, would you rather buy a new air conditioning unit with a high SEER rating or one that saved you 15-25% on your utility bills each month? Actually you don’t have to choose. You’ll get both with the higher SEER rating, but you’re probably more likely to opt for this model if you know it will save you money each month.
While some consumers are willing to pay a premium for green products because they place a priority on good health or leaving a small ecological footprint, the majority of green buyers are still motivated mainly by saving money. Green spending is on the rise and is quickly becoming mainstream, despite the economy. According to the Shelton Group’s Eco Pulse 2009 Report, 60% of American consumers say they are seeking out green products. But they are also confused about what is green. And who can blame them, when everywhere you turn you see the words “organic,” “eco-friendly” and “energy efficient” slapped onto products from fluorescents to fluoride.
That’s just the start. Your all-natural, custom koozies are also competing with “recyclable,” “renewable” and “locally grown” alternatives. But while people may realize that it’s important to reduce their energy consumption and be kinder to the environment, this isn’t the driving force behind most green purchasing decisions. It still usually comes down to what’s in it for me. And that is cost and personal health.
This is evident, too, in types of green purchases. According to the Eco Pulse Report, the #1 product category that people are searching for in greener products is home cleaning at 75%. This is followed by food & beverage at 65%, personal care at 55%, appliances at 47%, home improvement at 46% and automobiles at 32%. Knowing that mainstream consumers are interested in saving money, creating a healthier lifestyle and value convenience over the environment, it would be wise to market these products not simply as “eco-friendly” but as economical and healthy. These are the benefits that answer the question…’What’s in it for me?’ Of course, if you’re targeting the more engaged, green-minded individuals it’s worth addressing the additional environmental benefits that will appeal to them as well. But know your market, and know the benefits that will drive them to you. It’s all about them.
Creating Real Value for Consumers
February 8, 2010
Standing in front of the continuous rows of peanut butter in the grocery story last week, I compared cost and quality for the best value. Much thought goes into that purchasing decision, but my idea of value most likely means something completely different to the person on aisle 10. Obviously, I want to spend as little as possible, but I also know that you get what you pay for and I’m willing to pay a bit extra for organic, nutty goodness that I consider healthier than the sugary, preservative-infused brands.
We all seem to be more value-conscious these days. But as advertisers we can’t just stick the word “value” onto our products and promotions. We need to define what that value actually is for the consumer. Is it more bubbles for the same price? Quality workmanship that you can rely on for years of stability? More time to be able to spend doing what you love? Knowing the true benefits of your product requires knowing your consumers and what they deem as value. For some it may be price, but others may make purchasing decisions based on convenience, comfort, prestige, compassion or simply brand recognition and the consistent expectation it brings with it. No matter how cheap the Jiffy brand becomes, it will never be the best value in my eyes because of the additives it contains. But then, I’m not their market. The brand I choose can charge more and still deliver a great value if the quality is high. A healthier snack — now with more nuts! That’s great value.
What to expect in 2010.
December 30, 2009
My email has been brimming over the past few weeks with recaps of the past year and insight into 2010. Salon magazine captures the best viral videos of the decade, reminding me that you can do more on a treadmill than just sweat off those extra holiday pounds. The New Yorker’s quiz on the year’s bizarre political events reminded me of a few incidents worth forgetting. And according to a Marist poll, the most annoying word or phrase of 2009 was not “tweeted,” or “octomom” but “whatever.”
The past year also saw social media come into its own. Facebook grew from 100 million users in August 2008 to 350 million just one year later. Its fastest growing demographic was the 40+ crowd. Although Twitter’s growth has slowed somewhat, it is still growing by seven million new users each month.
Certainly not all status updates are newsworthy, but as information and ideas flow across the web it has altered the way we spend our time over a cup of coffee each day. Search has evolved alongside the rise of social media, with real-time Twitter newsfeeds now flowing into search results on Google and Bing. Facebook fan page updates are soon to follow on both search providers as well. Google’s introduction of their Social Search option reflects a growing appreciation of the influence of social networks. Referrals and online customer reviews make an enormous impact on purchasing decisions. For businesses, these real-time newsfeeds offer a real opportunity to respond with timely, useful content that can be picked up and shared across the Internet. This is nothing new, really. It’s just the technology that’s changed and given our words and opinions greater traction.
I purchased my first iPhone this past year and, apparently, I’m not an early adopter. The iPhone has already sold more than 57 million units worldwide, the fastest uptake in the history of technology. As smartphones become faster and less expensive, they will continue to change the marketing landscape. According to the Mobile Marketing Association, the total U.S. dollars spent on mobile marketing will grow from $1.7 billion this year to $2.16 billion in 2010. While smartphones are still a small niche, mobile is giving advertisers unique ways to reach their audience, with geo-targeting and an open platform to develop branded applications. Who doesn’t love their handy level or restaurant reviews?
With so many options for reaching out and touching someone, the art will be integrating digital media with traditional media. Consumers are blurring the boundaries of their media consumption patterns, accessing the web over their mobile devices, viewing TV online, and reading newspapers and magazine in both print and digital formats. With good planning and consistency of message, you can maximize your marketing efforts across every medium for the greatest outcomes in 2010.
Don’t be afraid to ask for what you want.
December 15, 2009
Just do it. Have it your way. Obey your thirst. Not only are these great advertising slogans because they reinforce their brands, but they direct the consumer to take action. Building your brand and your value is a critical part of every marketing strategy, especially for new companies trying to create awareness of their products and services. But when building an overall brand, there are other messages we can include to direct customers and help them take action.
Ultimately, your goal is to generate sales or modify behavior, so be sure to include a specific call to action in your marketing materials — tell your customers what you want them to do. Help them take that next step. Call now. Click-it or ticket. Go online and register today!
Don’t forget the free gift. You’ll increase your response rate by offering an incentive, such as a free gift, an upgrade or a chance to win. Keep in mind your audience so you’re offering something of real value for their response. Be sure to include a deadline as well, or advise of a price increase in the coming weeks as added incentive.
Take names, among other things. Whether they visit you online or in person, capture as much information as possible without alienating your visitors so you can continue the conversation. You can stay top of mind in far less expensive and more personalized ways once they have made the initial contact and shared some background information with you. This is also extrememly useful for tracking your best referral sources, a benefit for future ad planning.
Be obvious. If your call to action encourages shoppers to visit your webpage, be sure to include the URL (preferably a special landing page for easier tracking). It sounds obvious, but often the contact information is hidden and becomes a hurdle for your customers. Make it clear and easy to respond with a visible website, a toll-free number or a map that accompanies your address.
The best marketing draws on the strength of your brand, so be sure to remain consistent in all of your messages and stay true to the identity and expectations your brand creates. Nike wants you to just do it and feel like a winner….I imagine their direct marketing does as well.
Stay positive!
December 7, 2009
I could tell you that my new car isn’t using as much gas as the older model I previously owned, but much like the way I drive, the most direct route is always best. It’s far better to say that my new car saves more gas. Better still would be to say that it’s amazingly fuel-efficient. Writing should always be direct, telling the reader what is rather than what isn’t. Who wants to hear that they are less offensive when they could be called pleasant?
Keeping statements in the positive asserts authority and directs your readers, depending on where we place the focus. I work with a cosmetic surgeon who uses many new technologies in his practice, such as ultrasonic scalpels and pain pumps, to alleviate pain for his patients. Instead of promoting these advances by saying he is able to “reduce pain,” it’s much better to completely remove the word “pain” and instead say “minimize discomfort.” While it’s important not to mislead, you should focus on the benefits as much as possible.
As another example, instead of saying that a cleaner “leaves no unpleasant odor,” how about it “leaves a fresh scent.” Rather than identifying the product or service with a negative association, we can make positive connections and images in our readers’ minds. Depending on the words we choose, we can soothe the senses or repel and alarm. Lead your readers down a straight path and show them the roses along the way.
“I write as straight as I can, just as I walk as straight as I can, because that is the best way to get there.” – H.G. Wells
TV still has us hooked.
November 18, 2009
I have a home office, so I’m tooling away on my computer much more than I should be each day. However, a recent study on video media usage by Ball State University’s Center for Media Design helped put a few things in perspective for me. Their new Video Consumer Mapping Study tracked how, where, how often and for how long consumers are exposed to media. They found that television remains extremely prevalent in people’s lives, with consumers spending an average of 5.9 hours in daily viewing time. The largest percentage of this usage is live TV rather than playback. What was more shocking to me, though, was the total consumer screen time during a day averaged just over 8.5 hours. That’s a lot of time spent with a digital friend.
The study categorized media into four types of screens: traditional television (including live and DVR); computer (Web use, email, instant messaging and video); mobile devices (including texting and video); and all other screens such as out-of-home advertising. Although the composition of consumers’ screen media time varied across age groups, total screen time was pretty similar overall. Younger baby boomers (ages 45-54) had the highest consumption of media with an average daily screen time of just over 9.5 hours.
My first thought is that 9.5 hours is an extremely great night’s sleep. But it’s also a tremendous amount of exposure and creates a vast opportunity to get your message out in front of an audience. The study disputed several commonly held beliefs about media activity:
* Consumers are not channel surfing to avoid ads. TV users were exposed to, on average, 72 minutes per day of TV ads and promos.
* Despite the proliferation of computers and video-capable phones, TV in home still commands the greatest amount of viewing, even among those ages 18-24.
* Even in major metro areas where commute times can be long and radio remains popular, computer usage has replaced radio as the No. 2 media activity. Radio is now third and print media is fourth.
Results from this extensive study are consistent with previous Nielson studies that have found video consumption has never been higher and that TV continues to dominate the media landscape. It’s an interesting look at how we spend our time and good news for advertisers everywhere.
Why are you yelling at me?
October 22, 2009
Ever get a text message or an email that’s all in upper caps? The message feels about ten times louder than normal and I can’t help but bristle. I also wonder why the sender is raising her voice. It’s not that the message necessarily deserves the urgency or impact that the uppercase letters impart. In fact, the message often gets lost amid all the shouting.
This happens frequently in advertising, too. A big, bold headline can be eye-catching. But when everything about the ad jumps out at you at once, your eye doesn’t know where to go first. Bigger can be just, well, bigger. It’s hard for the brain to process what is most important when everything is in boldface. Or starbursts. Or banners and bright lights. When you have this many messages competing for attention, it’s always best to step back and consider what you are trying to accomplish. It may possibly be too much. Try limiting your ad to one or two key messages. You’ll gain clarity and effect, which creates a space that requires less shouting. And then your audience can start listening.
