Network marketing is an interesting business. While a lot of it is based on fact – like the products, the compensation plan, the company, for a lot of people, the ultimate decision of whether or not to become part of the company is based on how they feel. That feeling can come from a live person they are talking to, from a website, or just their mood that day.
As a network marketer, how do you make sure to portray your opportunity in the most favorable light? How do you sooth someone's doubts through a website? How do get people to trust you? There are certainly lots of "experts" out there. Do you turn to them for help?
Stories sell. People have to develop a connection with you. You have a very short time to engage someone's attention. Everyone loves a story. People particularly like stories about other people. If you are willing to tell something about yourself, good bad or otherwise, it helps people trust you. This is particularly true on a website where that story may be the only chance you have to get personal.
Everybody loves pictures. We all think we can judge someone by just looking at them. Well, we all know that is not quite the way it works out sometimes, but we all want the chance. Putting your picture out there helps people identify with you. How you present yourself is always a bit of a challenge. If you wear a suit, people may think you are out of reach. Too casual and they wonder if you are making it. It is good to have a little of both
Client newsletters are the most widely used, often abused and hotly debated B2B marketing tactic for professional services firms of any size. Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter.
MYTH #1: Your Firm Needs a Client Newsletter
Marketers want you to believe that your firm needs a client newsletter. But traditional newsletters – containing commentary ranging from tax legislation to new technology, or who’s joined the firm – are not a marketing necessity. In fact, at many firms their client newsletter is a marketing albatross. Each issue involves a frustrating hunt for timely information of genuine interest that has not already been provided to clients by another news source. Some firms avoid this pain by slapping their logo on boilerplate content purchased from a 3rd party, but those firms can pay a bigger price, in terms of brand damage. Canned content says to target audiences, “We value our relationship, but we don’t really care enough (or know enough) to produce our own newsletter.”
REALITY #1: Your Firm Needs to Drive Top-of-Mind Awareness
The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help. Beyond keeping and growing existing clients, your primary marketing goal is to drive top-of-mind awareness with target audiences. That way, when a prospect is seeking assistance, there’s a greater likelihood your firm will be selected, or at least will be put on the “short list” of candidates. If that’s the goal, then consistency and quality of the contact are critical; neither of which necessarily require a newsletter format to accomplish.
MYTH #2: People Want to Learn About Your Firm’s Success
It’s nice to think that clients and prospects really care about your firm’s growth and accomplishments. The sad truth is that your success is more important to your competitors, and to current and prospective employees than it is to clients who generate revenue for the firm. Blowing your own horn can also backfire. When your firm touts that a senior partner has just published a book and was a guest on CNBC, your target audiences may wonder why that partner isn’t focused on client matters rather than self-promotion, or whether the cost of his book’s publicity tour will result in higher hourly rates.
REALITY #2: Your Clients, Prospects and Referral Sources Care about Themselves
Understanding that all people are self-interested can make you a better marketer. Rather than creating newsletter content that’s based on what you know, on what you’ve done or on what you can do, focus instead on the ideas, talents and accomplishments of your target audiences, regardless of whether your firm played any role in their success. This is a very tough concept for many B2B firms to understand and embrace: that the most powerful form of thought leadership does not involve pushing out your own ideas. Instead, it involves deciding what ideas merit the attention of your target audiences, as well as what voices are worth listening to. True thought leaders seek to manage the conversation, not to control it.
MYTH #3: A Newsletter is a Cost-Effective Marketing Tactic
The old saw, “Cheap is dear” rings true when it comes to newsletters. If it’s created in-house, few firms actually track the hours required to write, edit, approve and publish their newsletter. If it consists of cut & paste content, few firms consider the cost of producing a newsletter that very few people will read or respect. Regardless of content, only a small number of professional service firms proactively work to expand their newsletter’s reach, to maintain an adequate CRM capability, or to properly leverage readership analytics from open and click-through rates, if their newsletter is delivered online.
REALITY #3: Your Marketing Requires More than a One-Way Conversation
Newsletters are one-way conversations. A fundamental marketing objective is to engage clients and prospects in a conversation regarding their specific needs and opportunities. Despite the buzz regarding social media, that channel can also fall short in terms of engagement. If your firm’s traditional and social media marketing tactics do not serve as catalysts to drive Face-to-Face discussions and Word-of-Mouth referrals, then their “cost-effectiveness” can never be measured on a meaningful basis.
Here are a few expert tips for successful digital marketing:
1. Adopt a Data-Driven Strategy:
In recent times, there has been an increasing trend of organizations working consciously with data-driven business strategies. These strategies can be considered as one of the evolutionary steps in the history of marketing. The data collected can be utilized to organize and achieve business objectives. Likewise, to build considerable ROI, Digital Marketing promotes data-driven strategies.
Every organization can have a different strategy as there are various types of data and also the channels through which they can be collected. To collect first-hand data, organizations can conduct internal market research through mobile survey, email campaigns, open survey etc. and learn about the current marketing trends. Organizations can strategize to decide the kind of data required and the most suitable way to acquire it.
2. Create Engaging Content, not just Quality Content:
Content rules the world of Digital Marketing like a King. Search engines like Google reward only those content pieces, blogs or images which do not compromise on quality and have greater engagement. However, along with the quality of content, the quantity of content must also be focused upon for engagement. In other words, for engagement, short blogs, images gif and relevant articles must be shared. The content posted on all the mediums must be such that the audience would share across their social networks.
The premium content styles like e-books, e-guides and presentations are measured slightly differently, through the number of downloads and link clicks. Hence, it is necessary to develop engaging content to improvise and learn from user feedback.
3. Introducing Visuals to Strengthen Storytelling:
Videos are found to be more engaging and digital marketing revolves around creating engagement. According to a report by Ascend on Video Marketing Strategy Survey, organizations are now working closely with moving pictures to create excitement among the audience.
Regardless of the motive to develop graphics or videos for the website, blog or social media, they are essential marketing tools which can attract engagement and help in the achievement of business goals. The key to Digital Marketing is effective storytelling and projecting the product or service to the prospects using attractive communication across all channels.
Since videos and images have their own search index in Google and YouTube, which can be given a helping hand in term digital marketing and business development. So it is necessary to work on visual storytelling, infographics, and unique video content to create more audience engagement onto your website or other channels and networks.
4. Build personalize marketing:
Personalized marketing helps in the success of the marketing through effective targeting. The key to content’s success is determined by the preferences and needs of the targeted audience. The audience gets a personalized experience where the product and service are based on their requirements.To get a better ROI, marketing must be targeted appropriately.
Facebook’s new 3D posts usher in a brave new AR/VR world; LinkedIn’s new Salary Insights; Facebook opens Community Help to businesses; Snapchat ads GIFs, plans tab feature; new Facebook engagement metrics to focus on; much more. Read the full article at MarketingProfs
There is an exponential growth in websites. Web traffic has compelled one to create a web presence in order to remain competitive. Most of the companies spend thousands of dollars for marketing. One can make use of various methods in order to create traffic. The typical result of the web is that it fails to meet the companies expectations over a period of time and it would fail to meet up the expectations and needs of the users as well.
Newsletters : Sending newsletters is one great way for building an opt list. Offering free newsletters would definitely prove to be a good idea. Newsletters are the best way of reminding the subscribers about your products and website. One can draw the subscribers repeated at one's website by simply writing a newsletter which contains a copy that is both compelling as well as informative. One can take the help of various books or experts for developing a superb newsletter and getting thousands of people to subscribe for it. Newsletter is one of the best ways of building a rapport and credibility between the customers and the readers. If one understands the values of the lifetime customer one would definitely understand the values of a newsletter. For this outsourcing one can find various people like students, retired people, and stay at home mothers. One can create an attractive newsletter and sent it to all the visitors. One can also ask them to send it along to their friends. By sending a newsletter on a regular basis one could generate traffic at the website as many would get attracted.
Creating attractive newsletters : One can put an online site by purchasing the advertising on websites that would appeal to one of demographic area or trade the ads with some other websites. One can send email free newsletters as it acts as a useful tool. One needs to encourage the customers so that they would provide you with their mail addresses so that one can contact them with certain useful information and initiatives too. Taking into account email newsletters would be a great idea. The newsletters need to be sent to all the friends who are registered and have given permission for sending information. Depending on the business, one can send a newsletter on a monthly, quarterly or half yearly basis. However, if you mail frequently, the mail would be spam and get deleted. While mailing a newsletter it is important to mail some useful information or news along with it that is well written. A good newsletter can easily create a direct hit on your website. So, make sure you send a good newsletter. Newsletter is a low cost method of creating web traffic.
However, writing good newsletters could be challenging. One can consider delegating this task to some journalists. They would do the writing part for you with their expertise skills. One can function as a publisher and an editor too. Attractive newsletters could attract them to your websites too. Email free newsletters and create free web traffic.
One brand that recognized this was Harry Hall, the renowned equestrian retailer and dotmailer client, who took steps to implement its first email automations with us. These included a welcome series, post-purchase program and a sequence of birthday emails.
As a serious marketer, email automation is your must-have tool to generate more engagement and revenue. It’s quick and simple to get started and you can easily scale your programs once you’ve got to grips with your first few. After the right amount of scoping, and once your first automations have gone live, you’ll start collecting valuable data and the revenue will begin trickling in.
Harry Hall’s story:
Harry Hall is admired by customers for its quality British clothing; every piece is skilfully tailored and further enriched by the brand’s strong heritage. From humble beginnings in the 1870s, Harry Hall has established itself as a prestigious brand in the equestrian world, its products renowned for their durability, practicality and comfort. The brand continues to live up to its original trading slogan: “Hall marked clothes are the best”. To achieve the same level of excellence in its email marketing, Harry Hall’s long-term focus is to create a seamless customer journey that effectively conveys the brand’s rich heritage and trumpets its high level of service.
With a manageable database at the time, Harry Hall was in a prime position to implement dotmailer and learn about its features; the objective was to grow the database and build out the customer journey throughout the year. However, a business decision left the brand with more data than it bargained for and – to get a handle on the new platform and streamline its email marketing – was in urgent need of a robust data-driven strategy.
Overcoming this challenge wasn’t going to be easy, so the brand sought strategic advice from Camilla Nightingale, director of Holbrook Digital Consultancy. Together they collaborated in scoping out the digital and data prerequisites for implementing an effective portfolio of email automation programs. Next came the implementation phase, which required guidance from the brand’s dotmailer Account Manager and Digital Program Manager.
Goals & Objectives:
The long-term goals for Harry Hall were clear from the very beginning: underline brand quality, demonstrate excellent customer service and showcase stylish and reliable products. Fundamentally, the brand had to tap into its higher life-time-value (LTV) clusters, nurture them at various stages of the cycle, and improve their customer experience. The ultimate objective was to generate more revenue and increase email ROI.
Camilla helped Harry Hall analyze its historical data to identify different clusters and their potential value. Her input was pivotal for the success of the project, steering the brand in the right direction in terms of business objectives and revenue prioritization.
Since day one, the Harry Hall team implemented Google Analytics to monitor the performance of automations and user response to incentives, as well as identify any uplifts in email metrics.
Collaborative automation build:
dotmailer’s ‘collaborative automation build’ session is a co-operative workshop – an interface between training and service – where specialists scope and build automation programs with clients. Although the session had capacity for three automation scopes, Harry Hall preferred to use the 10 hours allocated to the project to build and test programs collaboratively. In the long term, this resulted in more automations being built by Harry Hall as its staff were more confident in creating and testing new programs.
Sami Dabek – eCommerce Manager at Harry Hall – facilitated the project, making sure the various stakeholders had the right assets and technical resources in place to meet the tight deadlines. Sami was keen to learn how to design and test new flows, so she could take Harry Hall’s automations to the next level. Since the go-live date two weeks ago, she’d already independently deployed two new programs – a fantastic achievement.
Sami Dabek, eCommerce Manager at Harry Hall:
I found the collaborative approach was a great fit with our business needs. By working closely with our Project Manager and discussing the set-up of programs at each stage, I felt confident that after the project finished I had the knowledge to maintain these programs, and more importantly, create new ones!
Through close work with their Digital Program Manager & Account Manager, the Harry Hall team has gained a deeper understanding of the dotmailer platform; this has allowed team members to build and test programs confidently, efficiently and with ease.
Building up their portfolio of programs resulted in an increase in subscriber engagement for Harry Hall; contacts were filtered into relevant programs based on their data, meaning communications were personalized and contextual. The brand was pleased with the programs as they facilitated a memorable journey for customers from beginning to end.
Throughout the customer journey, the team reported a noticeable increase in ROI – a well-deserved result for Harry Hall. This uplift was indicative of the long-term gains from nurture programs (such as welcome and post-purchase), as well as short-term wins from implementing abandoned carts.
Being able to scale the knowledge curve so quickly and reap the rewards of automation has been a tremendous achievement for Harry Hall. The brand’s gone from zero to 100 in such a short amount of time and cites the collaborative session as the secret to its automation success.
Harry Hall has a great roadmap ahead and will continue refining current flows to improve performance over time. Build, measure, learn and repeat
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The program builder is available in every dotmailer account and it’s super-easy to use. Here’s a link to our automation videos to show you how to get started.
Check out this case study to learn how Minor Entertainment Ltd. has automated many everyday tasks to increase efficiency and revenues.
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This blog was co-written by Marius D’Souza and Pamela Zoni, Account Manager and Digital Marketing Specialist at dotmailer.