As loyal as your dog | Points of Interest February 5

by | Feb 5, 2020 | Mixed Content | 0 comments

Customer loyalty makes or breaks your business. Starting out, you may have had the time for lots of one-on-one contact as your customer base grew. Now, though, that would be tough. Fortunately, there are some great ways to maintain personalized customer interaction in an automated way that doesn’t deter loyalty. It’s just like the daily head scratches that keeps your dog happy.

Line, please

You paid a crazy amount of dough to see Lin-Manuel Miranda return to the stage as Alexander Hamilton, and he sings, “I am not throwing away my … line please?”

That’s one surefire way to lose an audience. Another is crafting a dynamite email for your dedicated customers and forgetting to pen an equally dynamite subject line for it. If your audience swipes the email to the trash based solely on a lackluster subject line, you’ve wasted time and money on the rest of the email process. Think: brief, clever and brand-reflective.

We take email subjects very seriously – even the ones where we get a little silly and/or sassy. We put our money where our mouth is by looking at a year’s worth of winning (and not-so-winning) subject lines we produced. 

Here’s more on that as well as some tips on how to make sure that subject line garners clicks and opens.

But is is legal?

By the end of 2020, 40 of the 50 U.S. states could have some form of legalized cannabis, which is giving marketers the munchies. The big bummer becomes, how to promote marijuana sales in a state when federally, it’s still very much illegal.

That’s the dilemma discussed in a new article from Colorado University’s Independent news. The challenge goes further than Colorado, hence the new organization, Cannabis Marketing Association. Because selling drugs is a huge “no no” in online marketing, the association shares ways of getting creative to avoid getting their social media sites shut down.

Rather than promoting specific cannabis products, companies are highlighting the cannabis-positive culture. Once the majority of states have some form of legal pot, the association hopes to help advise on the inevitable federal regulations. Until that day, digital advertising remains a challenge, meaning marketers must get wildly creative in regards to wacky tobaccy.

Say yes to the CMS

If you build it, they won’t necessarily come. Yes, creating a website has become simpler for many developers. But, finding and correctly utilizing the right content management system (CMS) is not so simple.

A CMS guides the creation and management of content like videos, blog posts, landing pages, etc. found online. Choosing the right CMS for your company all depends on what functions you plan on launching on day one as well as down the line. Thankfully, Customer Think offers a new article highlighting the benefits of three of the top CMS options:

  • WordPress (Savoir Faire uses this and advises many of our clients to do the same, depending on their goals): This is the big dog when it comes to a CMS. Why? It has great customization and personalization options, and many of the functions are user-intuitive. The paid options are relatively cheap, too.
  • Joomla: This option is not as popular as WordPress, likely because it’s not as simple to master. However, Joomla offers great functionality for text content creators. Customer relationship management features are touted by users, too.
  • Magento: This growing CMS is gaining popularity with sites that focus on e-commerce, as the platform can accommodate up to half a million products. Magento also claims users have a lot of ability to fine-tune it to their unique needs.

Life-long customers

Want customers as loyal as your trusty, furry doggie? Just as your dog expects a treat after performing an action, your audience is trained to expect customized, personalized emails from you. There’s likely no way you can offer one-to-one communication with all of your customers, right?

Wrong. Automation has come a long way and continues to improve the B2C relationship. Retail Customer Experience has a great, new article on how automation can make your job easier while delivering rewards.

Boost loyalty: Automation allows you to segment and personally interact with each of your customers. Consider mailing welcome offers that are relevant for different customer types. You can send automatic requests for reviews post-purchase. Customers also appreciate individualized product or service recommendations.

Boost social interaction: We inherently desire to be brand loyal, so drive that goal with great storytelling on your social channels. Scheduling content is a wise way to keep your audience engaged on a regular basis. You can also send automatic “welcome” messages. While not automated, one-to-one interaction on social is also very important when growing a customer’s loyalty. While it may take some time, imagine creating a brand evangelist from just a couple interactions.

The article offers five more ways to use automation to garner more customer loyalty. 

Multicultural marketing

Multicultural marketing offers the opportunity to focus on target consumer demographic and outline specific motivations, aspirations, and purchase drivers, according to a new article from Martech Advisor.

Avoiding stereotyping cultures is a must when it comes to this type of marketing. Here are some ways to approach multicultural marketing from the article:

  1. Utilize Your CRM’s Data. A customer relationship management solution combined with your key analytics helps identify targetable segments and can find correlations between a CRM channel and a cultural group. This can help inform when to send messaging and if a specific product type keeps converting customers.
  2. Research the Where. For example, your consumers over the age of 65 might respond better to print media, though look at interactive options like TikTok for those age 25 and under. Research guides which channel to use. Neilsen claimed last year that African American consumers over 35 “surpass the total population in their age group by 2% for smartphone ownership,” meaning a mobile campaign could deliver the results you seek.

Again, be sensitive to cultures when approaching any type of marketing campaign.

Like peas and carrots

Once you hear it in Forest Gump’s voice, try getting this quote out of your head: “Me and Jenny goes together like peas and carrots.” Once you’ve escaped that ear worm, realize that maybe Forest was on to something. Peas and carrots create a delightful presentation together on a plate, and they offer a second function of being healthy to eat.

Pleasant to the eye and pleasant to the performance health of your site should go hand in hand. Thankfully, Search Engine Journal offers some fresh tips for aligning your website’s design and search engine optimization.

Mobile is your friend: Therefore your site should be mobile-friendly. Heck, Google made this a measurement factor five years ago! More than half of all traffic comes from mobile, so without a mobile-friendly site design, you may be ticking off half of your audience.

You can read: A lack of optimized web design makes it a challenge for your customers to read about the solution your site supposedly offers. Avoid weird content blocks and loads of hyperlinks that make little sense to the page. Why would someone come back if they have a challenge reading your content?

The need for speed: Visitors patience level shrinks regularly, so if your page takes longer than three seconds to load completely, lots of potential customers have already vacated the scene. Design should work with analytics to ensure all page elements are optimized to load quickly while still offering a design pleasing to the eye. 

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