The 3 Main Ways Neuroscience Is Being Used in Marketing

There are a lot of big claims about neuroscience being the next frontier in marketing; one of the giants of the marketing world, Nielsen, just completed its acquisition of neuroscience firm Innerscope Research and last year Marketing Sciences acquired consumer neuroscience consultancy, Walnut Group.

In fact, neuroscience has become a marketing tool for the marketing companies themselves, as they announce their latest acquisitions in the field of neuromarketing and snag clients believing that they will be better able to target buyers.

What is the purpose of all this? How exactly is neuroscience being used in marketing? Is all neuromarketing based on the same approach?

The purpose of neuromarketing

Then main aim of neuromarketing, in its most basic sense, is the same as for all marketing: to help companies more effectively sell their products and services.

Neuromarketing professes to tap into the unconscious desires of buyer, as revealed by measuring brain activity. This not only more effectively speaks to the target audience but it can be done in a more exact, scientific manner.

But it’s not as simple as all that. There are actually several ways that neuroscience and marketing are coming together in campaigns…

  1. Market research into buyer behaviour

Underpinning neuromarketing is the study of how we make decisions. Cognitive neuroscience studies this and how it translates into human behaviour. In the case of neuromarketing, it is the way that buyers make decisions, and how this translates into buying behaviour that is of interest.

Neuromarketing is an emerging field, where measurements are taken of subjects’ exposures to certain stimuli – generally different aspects of a company’s offerings, like specific products, logos or branding. The effects on the electrical activity of different parts of the brain and eye activity (though that’s got nothing to do with neuroscience) can be measured using advanced imaging and computing, providing a ‘window’ into buyer responses to these stimuli. This enables companies to better target advertisements that capture buyer attention, or to develop their branding more in line with customer expectations and demand.

  1. Applying findings to improve customer relationships

This is a growing area, where the findings of neuroscience are built into frameworks that help organisations look after their customers better and improve the ‘customer experience’.

It is a specialist field that requires understanding of both the science and the marketing elements of the relationship to be effective. In truth, there are few companies doing it well. When applied successfully it can help organisations more effectively engage not only their external customers, but internal customers (the workforce) too.

  1. Raising credibility of a product or service

Thirdly, we are starting to see neuroscience being used simply as a ‘placement’ in advertisements in an attempt to raise the credibility of a product or service. In much the same way that a leading watch company will use Roger Federer to promote their watches, some brands use ‘neuroscience’ as a positive association with what they stand for. They might show labs, neuroscience experiments, and people wired up to all sorts of devices. This is a rather shallow use of neuroscience – but it exists nevertheless.

Your ability to distinguish those that understand the complexities of the neuroscience-marketing relationship from those that are just along for the ride will probably decide the success you derive from any neuromarketing activities you attempt; if you cannot, then you might as well stick to less expensive, more established marketing methods.

Why Do You Need to Create and Use Buyer Personas to Understand People?

You’ve perhaps heard of the buyer persona concept, yet it may still mystify you how such a thing works when it sounds so close to fiction writing. In the world of business, it’s the only time when the world of fiction merges with marketing reality. Nevertheless, the information you use to create a buyer persona still comes from real people who consolidate into a portrait of a prospective buyer.

An encapsulated way to describe buyer personas is targeting your content with a fine focus. This helps put it all in perspective of why you need to create buyer personas as a way of breaking down who you really need to target in your marketing campaign.

How do you gather the information, and what traits do you look for to create the perfect picture of someone who’s likely to buy from you? The sources you can use might surprise you. Also, you’ll be surprised at how much information you can find about buyers from your existing data.

Where Do You Find Buyer Traits?

If you know any fiction writers, one thing they’ll probably tell you about creating fictional characters is they frequently use real people for inspiration. Their world and your world can coalesce in this instance, because you can use information you already have on customers who’ve been with you for a while.

While you might find it invasive to search your own database for information about your existing customers, it’s there where you’ll find valuable information toward creating a buyer persona. Since your customers agreed to have their information in your database to begin with, don’t be afraid to use their info to scope out details.

It’s here where you can build a fictional buyer persona based on various strong points about what your typical customers do. As a result, it’s very much like what a fiction writer does where one character exhibits a dozen different traits from as many or more people.

What Kind of Traits Should You Extract?

In order to create the perfect buyer persona that represents the type of customer you need, you have to dig deeper than you probably expected. While you should always study the buying habits of your existing customers, you can find so much more based on whether they’re married, what kind of education they have, and even their age or gender.

The last two might sound like profiling, yet the customer information you already have tells major truths about which customers are more apt to buy from you.

Keep in mind that you don’t have to just dig into your customer database and other analytics to find buyer persona information. You can assemble these traits even faster through email surveys or direct interviews with your customers if they’re willing.

What Buyer Personas Enable You to Do

One aspect to look for in creating a buyer persona is finding out what type of digital media your customers prefer to use to find information. This is important because you’ll know where to target any marketing content in the future to attract your prospective buyers.

All marketing on social media is better targeted and focused so you won’t just guess who’s going to see your content and what the reaction is. Content like blogs and videos you create on your website also have a better shot of getting seen by the viewers that matter. Once you know who you’re creating content for, the creative process goes faster.

Overall, it does take time to create buyer persona, though creating content will go quicker when you’re not just marketing in the dark.

8 Ways to Change and Improve Your Marketing

How can you develop reach and resonance across social, digital, cross generational or cultural boundaries? How do you build the communication mindset and skillset that helps you inspire the best in yourself, your people and your audience?
Developing a message that stands out starts with changing your communication playbook. The goal of a communication playbook is to drive:

Reach: Opening the ears, hearts and interest of your audience
Resonance: Trust, congruency, purpose
Results: Engagement, buy in-the human factor that makes communication work and grow
Here are eight ways to change and improve your communication playbook, while building reach, resonance and results.
1. Less Is More. Short is sweet. Shorter is sweeter.
The plethora of information thrown at as before we eat lunch is extraordinary. People have less time, less patience and shorter attention spans than ever before. Making your case, connecting words that create value for the other party means fewer words that have more meaning, more impact and create value. Think about what you want to say, and cut down your statement, your message to three or four strong words that you want to get across with impact, and build your statement accordingly.
2. It is not about YOU, it is about THEM.
The size of your company, your bank account, etc., have lost their shine. Forty years of relentless advertising, vacuous messages have made the 21st century consumer wary of pitches, big companies, shiny objects and messages that talk about your power and clout. Communication is about empowering them, their clout, and their power to resonate with your message. It is a message that talks about them and to them.
3. Ask the right questions and you will get the right answers.
Your focus is finding the common thread, the shared objectives and values that transcend the noise, the stress and any cultural, general boundaries before you. Your ability to develop a ME to WE focus by listening more and asking questions that help your audience share their values and objectives is the first step in building communication and developing messages that stand up and out.
4. Stop talking at your audience and talk with them.
The new communication playbook is about developing communities of purpose, developing relationships that are held together by shared values and objectives that transcend social, digital, cultural/generational boundaries. Great communication is not about persuasion, it is about connection that occurs through transparency of communication, fluency of information and a spirit of collaboration.
5. Purpose equals profit.
Purpose equals profit on a multiplicity of levels. When our need for food and shelter has been met, human purpose our ability to feel needed, valuable and that we are contributing to a greater whole drives our most important decisions. If you want to build a message that stands out, and communicate in a way that builds a bridge, you must find words that open the ears of your audience and resonate with a purpose that ignites their head and heart.
6. Get over yourself.
Command and control communication may get the job done quickly, but the results you achieve will come back and bite you in the face. The new consumer, the new employee, and the new generation expect real, live news and communication for integrity and transparency.
7. Fail forward.
Take the high road by using conflict or misunderstandings to develop new ways to come to the center of the table. Use conflicts to build connections, because it is the human connection, the thread of shared values and objectives that can transcend the most difficult failure or conflict and turn it into an opportunity to connect and communicate.
8. Content is not king, communication is king.
The greatest content in the world is lost if it does not open the ears, hearts, and minds of your audience in ways that resonate with their purpose; and create a strong bridge of shared values and objectives.
Communicating effectively in a hyper competitive world is the litmus test of personal, business and professional success. The leader who communicates well succeeds well, but developing a message that stands up and out means rewriting your communication playbook. Doing so can be challenging, but it is also a new adventure that will help you grow, expand and develop new ways of thinking, doing and communicating.

6 Benefits of a Peer to Peer Customer Panel

Customer panels are built from lists of customers that have given permission and are willing to take part in research on an ad-hoc basis. This is invaluable to market research, especially in cases where data collection relies on access to research ready participants. Instant access to willing participants guarantees high quality research and ensures you are able to carry out research when you need it.

Panels provide a range of research benefits, but we have chosen our top 6 that demonstrate how the research method can have a positive impact on your business.

1. Insights into Loyalty

By engaging with members of a panel who frequently take part in your research, you are giving them a voice and reassuring them that their opinion counts. In turn, this influences the ongoing development and growth of your company. With their ongoing input, your organization can listen to consumer thoughts and better communicate, adapting to their needs and preferences. In doing so, customers will appreciate the impact their views have on your brand and remain loyal to your company.

2. Ease of Access

Panels guarantee a rapid turnaround of projects. As they are already set up with research ready participants, there’s no need to re-recruit for each future piece of research you undertake. This means that your company can react quicker in terms of delivering research and making use of its findings.

A peer-to-peer customer panel offers you instant access to customer feedback, ideal for when you want to understand customers’ initial reactions to a change made to your brand or marketing strategy. For example, if you’ve recently launched a new advert and need to find out what your customers think of it, a panel provides a quick way to send out a survey, target audience and acquire information instantly. Reduced timescales also mean you can carry out more research in the long run, leading to a greater overall understanding of your customers.

3. Measuring Longitudinal Attitudes

Since information on a consumer panel is collected about the same group of people over a relatively long period of time, you can track and identify any changes in consumer preferences, trends or behaviour. This isn’t simply a matter of comparing customers’ perceptions of your company now with those at an earlier stage. It is also trying to understand the mediating factors which may have led to any differences in opinion or habits.

For example, if your customers were previously satisfied with your organization but their feedback has become more negative, you can try to discover which factors have led them to feel this way and make changes accordingly. A customer panel gives you a much needed before and after picture of customers’ opinions. It helps you redirect your efforts, whether this is through changes to your customer service, marketing strategy or other aspects of your business.

4. Cost Effectiveness

Having your own customer panel is a lot cheaper than other methods too. As you already have a list of customers you’d like to target for research, you can avoid having to pay a large sum of money for a sample from a third party panel provider. The data is also better quality since participants from external sources may not always be as relevant to your business as your own.

5. Combining Qual & Quant

Within a consumer panel you have the opportunity to conduct both qualitative and quantitative research depending on your research needs. If you want access to quick customer feedback, you can send a survey out to your target audience and gain instant stats. However, if you’d rather gain a more in depth understanding of your customers’ behaviours and opinions, you have the option of inviting high value customers from the panel to take part in more qualitative research such as focus groups or interviews.

A customer panel also enables you to carry out personalised and targeted research as each member provides a detailed profile about themselves when registering for the research. You can therefore segment participants according to high or low value customers, gender, age bracket, products they use etc. and only research those most relevant to your project at the time.

6. Quality of Responses

One last great advantage of a consumer panel is that the response rate is likely to be high since members have already agreed to take part in the research. Participants are aware that they’ll be invited to various projects as they will have agreed to this when signing up for the panel. They therefore know what to expect and are more likely to opt in when receiving invites.

The quality of the responses themselves are also high, since participants willing to take part in research will feel comfortable and provide thoughtful, detailed answers. Delivering research online means that they can take part at a time convenient for them, when it has their full attention and they can focus on developing their answers fully.

These are by no means the only benefits that customer panels offer. What do you think are the advantages of using customer panels? Have they worked well at all for you in the past? Let us know your thoughts in the comments below.

Understanding Cause Marketing

Cause marketing is a specific form of marketing that basically replaces the traditional and more expensive form of advertising. It is where a for-profit business and a non-profit organization form a formal alliance from which both parties benefit both financially, and by increasing their credibility in the eyes of the public. This is why it is often referred to as “Credibility Marketing”. This article explains in simple terms how such an arrangement is beneficial to both parties.

To understand cause marketing, and it’s benefit in promoting a companies credibility, it’s necessary to understand how the public’s interest in choosing products and services has changed over recent years. Since 2008, in America and the United Kingdom, buying the most expensive product is not viewed as having the same value as a status symbol that this type of purchase once offered. In many department stores, shoppers are clearly looking for what is practical, and cost efficient. They are also much more aware of the impact on the environment, their community, or the global community their purchase might have. This is the heart of cause marketing, as it offers the value of contributing to the larger goals that interest the public.

A Smaller World with Big Goals

In this day and age the drive to contribute appears to come through the ways people communicate. Since the 1950’s most families in the United States, U.K. and throughout Europe have enjoyed direct information regarding the state of their own community as well as the world at large. Seeing the news via previously filmed events gave way to an instant viewpoint through satellite news feed of video. The internet offered the world a direct and personal pathway in having the ability to directly write or text to almost anyone in the world. The result of this communication is the average person is more aware of the tragedies, wars, and natural disasters taking place thousands of miles away. This has led many in taking a financial interest in causes for the common good, whether this affects their own community or one thousands of miles away. Cause marketing philosophy allows those representing a product or service to align themselves with these shared goals. Further it gives a business increased credibility, which is why this type of marketing is often referred to as ‘credibility marketing’.

Identifying Community Needs

For the business wishing to engage the public, cause marketing is more than simply a part of public relations. Rather than simply having a drive or single event to raise public awareness of an issue or need, cause marketing aligns a brand or business with a worthwhile cause. This partnership then produces mutual profit and public relations benefits for both the for profit business and the non profit enterprise. Both the business and the cause will see an increase in public attention and in profit. Everyone in the community involved the business, including its employees will also see the benefits of social connection and community improvement.

Who Benefits?

Typically in looking at cause marketing most companies involved offered physical goods directly to customers. As markets have increasingly changed, and consumer’s preferences tend toward expecting extended value from their purchases, other types of enterprises have also tried cause marketing. This type of cause marketing works well for physical products as a company can donate a predetermined amount per sale of a product, or with the return of a proof of purchase by the customer. The companies involved have found increased sales of products with this marketing and subsequently increased profits, while still contributing more to a specific public interest issue.

Discovering a Cause

Any number of issues can affect a community at any time. Often, simply paying attention to news groups relevant to those who use a product or service will indicate which causes are important to them. However as cause marketing has evolved and companies see the benefits of increased credibility, causes are no longer always directly aligned to a company’s product or service.

5 Ways You Can Do Your Own Market Research

Whether you are composing a strategy for success, making a pitch to financial specialists, or dispatching another item, Market Research is a vital initial step. For little organizations, specifically, holding expenses down is a progressing need. Luckily, there are an assortment of innovative ways little organizations can get to the data they require without paying excessively. Examine the accompanying five systems for a few thoughts.

Join Trade associations and read industry distributions.

Trade associations can offer you some assistance with staying a la mode on what is going on in your industry. These associations as often as possible offer systems administration occasions, meetings, magazines, pamphlets, and different gatherings that can furnish you with an abundance of applicable data. By joining an affiliation, you can obtain entrance to aggressive data about patterns, prevailing fashions, and market shifts.

Take a gander at your rival’s promoting and deals materials.

Frequently audit your rival’s promoting materials for bits of knowledge into your industry and business sector. Look at their sites and examine their promotions and press units. How are your rivals situating themselves? Who are they attempting to reach? What items would they say they are pushing the most? These inquiries can offer you some assistance with gaining a superior comprehension of their intended interest group and informing – and also their potential qualities and shortcomings.

Utilize the web further bolstering your good fortune.

You don’t need to be a PC pro to assemble significant business knowledge on the web. Begin by setting up a Google caution for your organization to track your online vicinity and perspective client responses. A Google caution can send you email notices at whatever point individuals post something about your organization on the web.

You can likewise hunt Twitter to discover what individuals are saying in regards to your association on the web. Listen in on online networking discussions to find rising patterns. You might likewise discover client surveys on sites like Yelp, Amazon, or TripAdvisor. This sort of real, spontaneous input can offer you some assistance with bettering comprehend your clients and what they need and need.

On the off chance that you utilize Facebook Ads, you can likewise increase valuable data through Facebook Audience Insights, which gives you nitty gritty demographic data about the gathering you are focusing on, for example, sexual orientation, way of life, training level, page likes, family unit salary, and that’s only the tip of the iceberg.

Request client input.

Send your clients an email a couple of weeks after they have bought your item and ask them what they like and aversion about it. Request that they rate your client administration and the general shopping background. With this data, you can figure out how to tailor your way to deal with better fit your client’s inclinations.

Use target information and industry examination.

These do-it-without anyone’s help strategies are important, yet they won’t give all the data you require. While directing your own exploration, you may expand the significance of a specific bit of criticism, or your own natural predisposition may keep you from precisely comprehension market developments. What’s more, you may require particular quantitative information that is difficult to accumulate yourself.

Need Help Retaining Members? Here Are 5 Tips

Concerned about your retention rates?  You’re not alone.  Professional & Trade Associations across all industries are showing growing concerns, whether their membership is currently rapidly declining, or whether they have noticed a slow trend, and want to turn the ship around while they can.  Here are a few tips to help you get started:

  1. Use communication preferences: We will assume that you understand that it is important to ask HOW your members prefer to be communicated with. Whether it is by email, on Twitter, Facebook, LinkedIn or another social media network, or through other means, doing this enables you to gain valuable intelligence on what systems you need to have in place to engage your members. It is also just as important to use them; play in their sandbox, don’t ask them to play in yours. What does your communications plan include?  Does it match the needs of your members?
  2. Mix It Up: When gathering communication preferences, it is imperative to ask for all possible formats, not just the ones you have in place now. That way, you are able to devise a communications strategy that makes sense. Some messages can be sent by email, some by text, some a simple reminder on social media platforms. Mixing media will increase your chances of your message being read, and not discarded. Have you thought about what the newest generation of member is using?  How does this align to what you currently offer?
  3. Start the Renewal Process Early: In our 2014 Pulse Report, we found that over 50% of organizations are depending on a 60-day renewal marketing period to retain their membership base, with over 40% relying on only up to three touchpoints. Sales and marketing research shows that it can take up to 11 “touches” to cut through the clutter, and most people give up well before that! This is why we always encourage Professional and Trade Associations to communicate membership value throughout the year – and not just before renewal time!  How many touchpoints do you have in place?  What could you change?
  4. Don’t Be Afraid to Pick Up the Phone! Our research also shows that less than 25% of organizations are picking up the phone during a retention campaign to have a conversation with members. While making calls can be time consuming, it can also produce the best results. Having a conversation with your members (at any time) builds the relationship they were hoping for when they joined. You will gain valuable insights on how they feel about the direction of the association, in addition to their intentions of renewing.  When was the last time you dedicated time to reach out to your entire membership to have a conversation?
  5. Everyone matters. There are various opinions out there about who to focus the majority of your efforts on. Some believe that focusing on first-year members is the best place to spend your marketing dollars. While it may be true that first-year members are more likely to drop off if they are not satisfied with your operations, it is just as important to focus on longer-term members. They have seen your ups and downs, are likely at different career stages, and are more likely to have in-depth opinions on how you can better serve all members, instead of just the newbies. How are you engaging with everyone?

What You Need To Know About Business Marketing Consultants

Do you have a business that you’d like to take it to another level? You should highly consider hiring a business marketing consultant.

What The Consultant Will Do

There are many things that a business marketing consultant can do for you:

Gather information: it’s the role of the consultant to gather information on the right marketing strategy to use. The consultant will analyse the market and find the customers that you should target.

There are two types of research methods that a consultant can use: qualitative and quantitative. Qualitative research is great as it’s in-depth and provides you with a thorough understanding of the market and your target customers.

Quantitative research on the other hand relies on averages and percentages within a given group. This research provides you with a broader view of the market.

Data analysis: after the consultant has collected data, he/she should now analyse it in order to come up with a report and recommendations. Most consultants understand how to professionally use market forecasting and statistical software programs that make it easy for the consultant to analyse the data that they have.

Recommendations: the business marketing consultant will come up with recommendations on what you need to do to push your business ahead. If the consultant is a digital marketing expert, he/she can come up with recommendations such as optimizing the websites, creating mobile apps and increasing social media campaigns. The consultant will also advise you on what you need to do to increase your customers.

Tips On How To Hire A Business Marketing Consultant

For you to hire the right consultant you need to consider a number of tips such as:

Capability: how capable is the consultant in solving your problem? In addition to considering the experience of the consultant, you also need to pay close attention to the experience that the professional has. You should also consider whether the consultant works with other consultants. For great results you should work with an individual who works as part of a team of experts.

Chemistry: are you excited when working with a consultant? To have an easy time you should work with a professional who is easy to talk to.

Credibility: in addition to hiring a well educated and experienced professional, you should also ensure that the consultant is credible enough. When you are working with a credible consultant you are sure that he/she can’t leak information about your business.

3 Ways To Do Some Marketing When You Are On A Shoestring Budget

Most people think that starting out in business is pretty expensive and so they hold back because they doubt their ability to fund it. However, there are ways to start on a shoestring budget. And here are a few ideas for you…

-Go where your prospects are in great number and tell them what you do. So, you don’t have cash. Take some time to figure out who your ideal customers are and then decide where you think they will be and take some time to go and see them where they are in great number. Think Meet up groups, think low-cost networking events, set up your own networking events and invite people to your event. Keep it low-cost and use a community funded room or a room in a local restaurant where they are willing to allow you bring people to the restaurant as long as your prospects buy something. Have a mini-speech prepared which tells people exactly how they can benefit from working with you and collect business cards from anyone that seems interested in speaking to you again.

-Set up an email marketing campaign – Sending emails are fairly low-cost. Most customer relationship management systems provide a 30 day trial period. Set yourself a goal to make money from the people on your list within that first 30 days and your business becomes self-funding in the first month. It is incredibly surprising what you can do when you set your mind to it. So, set your mind like flint to make things happen very quickly in your business.

-Take full advantage of social media – We live in an incredibly accessible age where we can reach anyone at no cost whatsoever. You could use LinkedIn to search for and connect with a vast number of people and then you could invite them to your event or be where they are. Same goes for Facebook and Twitter and all the other social media platforms. And in this day and age, people are less private so you can make contact with them. Please do not sell immediately but you can build a relationship for free. Also, when you meet people on your outings, you can connect with them on social media based on the business card information you have collected. There are innumerable groups that you can join on social media where your prospects may also be hanging out and once you have connected with them in group, then you may find them more willing to make contacts away from the group.

10 Holiday Marketing Mistakes to Avoid

We all have things we avoid around the holidays: annoying family members and acquaintances that reappear every time you go home, seasonal house cleaning, Auntie Emma’s fruitcake… Leading up to the holidays, however, it is even more important to avoid mistakes at work. Because the holidays are such a busy time, marketing and sales processes often get hectic and overwhelming for small businesses. It’s essential to keep everything organized and efficient, and there are lots of potential mistakes that you need to watch out for.

1. Missing the Boat

If you don’t start planning early enough, your holiday marketing campaigns won’t go out on time. When customers receive holiday marketing messages too late, they have usually already made their purchases elsewhere. You lose revenue and your business looks like it’s not on the ball. You should begin planning for the winter holiday season in September. When you actually start sending depends on your business and your customers. Review how your holiday campaigns performed in previous years and research what other similar businesses are doing, then decide when to send out each campaign.

Follow a strict time schedule. If you start holiday marketing too early, it won’t be successful either. Customers generally aren’t in the mood to think about the holiday season in September. Also, if you continue sending holiday marketing messages after the season is over, people will be sick of this type of message and get annoyed. So make sure your campaigns end when they’re supposed to. New Year’s is generally the last date at which holiday-related marketing messages go out. One exception would be a message advertising a huge after-holidays sale.

2. Flooding Customers with Emails

Yes, the holiday season is the busiest time for purchasing. No, this does not mean that you should start spamming your customers with dozens of emails each week leading up to the holidays. When you drastically change your sending schedule around the holidays, it often causes customers to unsubscribe. This can also hurt your revenue. I have personally unsubscribed from a major clothing retailer’s emails because in one week in November, I received ten holiday-related emails. Very annoying and certainly not effective!

The bottom line: you can and will ramp up your marketing around the holidays, but don’t become a spammer. Rather than sending out a lot more emails, focus on creating strong emails that focus on the most important things you want customers to know. If you want to pack a lot of information into each email, include links. That way, the customers who want to learn more and browse will click the links voluntarily. The customers who are not interested won’t get spammed with 50 more emails.

3. Not Being Organized

This is a huge mistake, and one that will quickly turn a potentially great holiday marketing campaign sour. Create a defined role for everyone on your marketing team so you know who is in charge of what parts of your campaigns. Create a strong goal: what specific metrics do you want to achieve this holiday season? Create a timeline and a strategy for each campaign.

Using an automated marketing solution is a highly effective way to manage all your campaigns and customer data. You create and schedule messages and they are sent out right on time so you don’t forget. Customers are followed up with automatically, and it’s simple to identify who your hot leads are because their behavior is tracked.

All customer data collected is automatically stored and organized into each customer’s unique personal profile. This enables you to create highly personalized campaigns that lead to more conversions, more purchases, higher revenue and stronger loyalty. An automated solution also provides detailed real-time reports on how your holiday campaigns are performing. This enables you to optimize future messages based on how customers are responding.

4. Not Tracking Your Holiday Campaign Results

What’s the point of sending out holiday campaigns each year if you don’t know how they are performing? There really is no excuse for not reviewing your marketing reports. If you’re using an automated marketing solution, you will get lots of these reports. Analyze how customers are responding. This will enable you to quickly change things if your campaigns are not working well, and it will also help you create even better campaigns the next time the holidays roll around.

Testing goes along with tracking your results. You should be A/B testing various subject lines, send times and so on to see which ones get the highest open rates and click-through rates. Store the results so they will be available for you when the marketing team wants to review them next year.

5. Sending Poor Holiday Greeting Cards

Many businesses send out holiday cards to their customers, and it can be a very nice gesture that helps build customer loyalty and engagement… if it’s done right. If it’s done wrong, it just looks impersonal and fake. A holiday card is not a place for advertisement! It is a way to create a more personal connection with your customers and show them you care.

Clean out your email list before the holidays to get rid of any old contacts who haven’t opened their emails in over a year. You don’t want to waste time and money (or worse, get reported as a spammer) sending to people who are no longer active or interested.

As for the design of the card, keep it consistent with your own unique brand. If your marketing is funny, go with a tasteful joke or pun. If you’re a more professional business, keep it clean and simple. The card should stand out from your regular marketing messages, but should still be a strong representation of your brand.

Simplify Your Holiday Marketing

Want to do your holiday marketing campaigns without going crazy this year? Take advantage of marketing automation. An all-in-one automated marketing solution keeps everything organized and enables you to build more personally targeted campaigns for each customer.