Typically, something has happened — or not happened — within the company that would have you seek us out for a marketing SOS. Are you losing traction? Have you hit a plateau? Are leads down? Is conversion flagging? What tactics are working or failing? When did progress begin to slow?
Often, businesses have a concept of what they want to pursue in marketing, but during the marketing discovery process it’s not unusual for us to uncover unanticipated issues that need to be addressed. And, we identify opportunities that you’re probably too close to see.
Diving Deep for Your Success
We looked at the contacts that unsubscribed – and the reasons why – and then cleaned up the email list, removing bad email addresses. Next, we created segments for targeted emails. These were based on elements like engagement, email activity, campaigns already sent as well as other contact properties. The more data we have, the more effective we can be with segmenting emails, making them more relevant – and more engaging – to the recipients.
Advanced analytics is one of the tools we use to measure the data that allows businesses to make concrete decisions confidently. They provide better, deeper reporting and tell a more significant story about what’s happening on a website. Instituting this advanced tracking is critical to the success of improving and evolving a website.
Getting to the “Aha!” Moment
Let’s say you want a public relations effort to get your business on TV. We’ll ask, “Why do you want to be on TV?” Then, we’ll ask, “Why?” again. Bear with us. Finally, we’ll ask, “Why?” one more time.
That’s when we will get either, “I don’t know,” or the aha moment will emerge. You thought you wanted to get on TV so more customers could find you. Instead of PR, though, we discovered we need to focus on your website and get web traffic heading your way and then capture leads for your internal team to engage with and nurture.