What habits are you going to burn on Lag B'Omer? (Photo: Unsplash)
In contrast to economic growth and the index of investments in high-tech, the world of marketing does not stop for a moment. Now, when almost nothing is certain and no one knows when and where the line that must not be crossed is crossed, it's time to put some order into Excel. The world's leading marketing executives know full well that fear and uncertainty may help sales, but none of them want that bluster at home. In this sense, Lag B'Omer tonight (Monday) is a great opportunity to burn some bad habits and work patterns that have penetrated the professional agenda.
Like any bad habit, they too are difficult to quit. At best, they will delay growth and burn an expensive budget. At worst, they can hurt sales and cause severe losses. The good news is that they can and should be disposed of immediately.
Warning: Like all the times you promised yourself: "from tomorrow diet", goodwill alone will not help here. So what is? Mostly look boldly at the metrics and remember that the baptism of fire may be searing, but this is a new process that will lead to victory.
Burn Habit #1: Invest in Mailings at the Expense of an Entire Customer Journey
It's not really clear what prevents every marketing manager from building a smart customer journey, but in practice few build it properly. The numbers don't lie: 80% of businesses that built automated customer journeys saw a significant increase in leads and 77% were also able to increase digital sales.
True, everyone sends a great and colorful newsletter and does not forget to send a coupon by SMS. The mehadrin also adds a satisfaction survey, but that's where the journey actually ends. The problem is that customers today are more complex and the purchase process goes through a high number of marketing channels such as WhatsApp, Push App and more. A true customer journey accompanies customers at all stages of the decision-making process and provides a direct and quick response to any dilemma or hesitation on the way to the next stage.
Burn Habit #2: Speak Generically to All Customers
Sending a coupon on your birthday or addressing the customer personally on their behalf still doesn't make marketing personal. Real segmentation begins long before content creation. Intelligent characterization of the target audiences will not only change the entire picture but will create a number of different images that will suit the personal eyes of each individual client. There is no doubt that this requires stopping the habit of producing generic content, but in any case a small percentage of customers will think it is relevant. The ability to segment the data with maximum accuracy will lead to the improvement of marketing campaigns in each marketing channel.
Burn Habit #3: Save Resources on Customer Retention
The customer has already made a purchase on the site, so why invest in it again? There is no more wrong statement than this. Anyone involved in digital marketing knows that new customers cost more than existing ones. A quick glance at Facebook or Google is enough to see the surge in the cost of quality leads.
Customer retention and remarketing is almost a science and it would be a shame to waste it on distributing benefits to disappointed customers who threaten to purchase from competitors, but on increasing their value over time. Studies talk about a 70% jump in customer orders after a two-and-a-half-year period, but the results will come sooner.
For example, the Castro chain, which specializes in selling fashion, can also sell household items and ornaments and still remain relevant to chains that specialize in household items. Customer retention also produces satisfied brand ambassadors, who in turn benefit from smart word-of-mouth marketing at no cost.
Burn Habit #4: Save on an Automated Marketing System
The digital age provides us all with efficiency solutions that save not only time but also money. Automated marketing allows any marketing department to automate quite a few repetitive tasks - without compromising their accuracy and quality.
sending an automatic newsletter to any new user who has just registered on the homepage; sending a WhatsApp message to all customers who have not made a purchase in the past month; Or scheduling the campaign for the new product are just some of the tasks that any advanced automated marketing system performs with relative ease. Automated marketing is exactly the tool by which small brands can feel and look like superbrands.
Habit of Burn #5: Invest a Fortune in Google and Facebook
As of 2021, these two sites account for about half of the advertising volume worldwide, and it's hard to find a marketing manager who would challenge this dual hegemony, but it's worth looking again at the numbers (courage, remember?): the rising lead costs, the fierce competition for every phrase or customer profile, the challenge of attributing conversions, burnout and decline in customer engagement, the fear of privacy infringement and the limited control over exposure and visibility of content - are already beginning to seep into the knowledge that now it's time to close your wallet and look for alternative marketing channels.
Ido Lishner is the Marketing Manager of ActiveTrail
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