Not Marketing to repeat customers
Repeat customers are the most overlooked demographic by many companies yet they form a large percentage of your recurring revenue. Make sure to develop marketing that will be directed to repeat buyers. Many times this comes in the form of segmented email marketing with “loyalty” discounts for specific periods of time. For our automotive clientele, consistent retargeting of customers is important as your competitors are constantly trying to steal your customers.
Depending on your sales process, this can and often should take the form of phone calls or emails from the sales agent that made the initial purchase, if the magnitude of the purchase warrants a direct sales team contact. For services such as home improvement, windows, insurance, autos, etc this is a common and profitable strategy.
Many times, repeat customers convert quicker to a sale than an entirely new lead, meaning that ROI on repeat customer marketing campaigns can be much higher than on new customer campaigns.
Not using analytics
Embracing analytics and data to accurately make decisions is one of the most important marketing tasks and tools you can take advantage of. If you are simply running digital campaigns without tweaking them for months on end, you are wasting leads and money.
Always utilize A/B testing for digital marketing, whether you are placing ads via social media platforms like Facebook , LinkedIn or Reddit, or using google’s AdWords. This will help you to refine what prompts action from your audience and can let you test different keywords. Many times you’ll stumble on keywords that are profitable and convert well, but you simply wouldn’t have thought to use them without having experimented.
Landing page optimization can help as well to refine your conversion ratio. Using the same A/B testing, you can test copy and visual design components to determine what converts the audience best.
Mobile Traffic
Mobile devices represent around half of all internet traffic and searches. It is a major problem for your brand if your website is not optimized to run on mobile devices. It’s easy to forget to test pages on mobile and focus your efforts on the desktop experience, but this will hurt your brand in the long run.
Even word-of-mouth referrals can be discouraged when a would-be customer searches your company name after hearing about your company from a friend. Then when they reach a poor-performing and ugly mobile web page they will like to look for other providers.
In 2020, for any business big or small, this needs to be a major priority if your website isn’t mobile-friendly.
Special Sales and Offers
Promotions, sales, special events, and offers are an extremely effective way to generate repeat and new business. Making an event out of any sale, or looking for a holiday etc, is a great way to make your sale more than just another sale. Also this will help to reinforce that the sale is only active for a limited amount of time which can prompt buyers to buy now rather than later.
Sales should be marketed both through traditional broadcast channels, and social media, digital and email communications. Typically you want to coordinate all marketing channels to promote one sale, with a stand out offer or two that will appeal to the widest group of people. It can be easy to think that promoting items that don’t sell well is the correct move, but research has consistently shown that special offers or sales on your best selling items or services will generate much more buzz and new sales during a promotional period. Just make sure that you aren’t losing money if you move a large volume of the product.
Try to strongly differentiate the marketing materials visually as well each time you switch your special offer. This brings more attention to the new offer and makes repeat viewers of your marketing content pay more attention.
Many times incorporating video into special offers and sales is one of the most direct ways to build customer engagement.
Not taking advantage of video content
Video is steadily becoming one of the most important tools a marketer can use, and any brand should be incorporating video at least in some way into their mix of marketing. Many times a video can be used in multiple ways as well, which helps to increase the ROI on the cost of producing video marketing content.
Videos drastically increase click through rates of both digital ads, social media content including ads and engagement on email campaigns, social media ads and web pages in general.
Small businesses in particular should now be leveraging video content to increase click through rates and thus overall effectiveness of advertisements throughout your inbound campaigns.
Even for small businesses, broadcast television and radio can be a major driver of profitable leads. Consider running at least limited broadcast tv ads if you are a B2C brand.
Want to know how much to budget for a video? Check out this web calculator!
Not focusing or understanding how your customers are converting
The real goal of any marketing material or spend is ultimately to generate action! Always make sure your marketing includes some sort of call to action. There are many ways to incorporate this, and depending on the type of ad you are running,the type of product or service that you offer, and what your unique proposition is, the integration of a call to action will change.
Many times a call to action isn’t even asking the customer to make a purchase but could be prompting web traffic to take a survey, try out a demo, or sign up for a company newsletter.
For broadcast advertising, digital or email marketing that is offering special sales, incorporating a time deadline can be a powerful way to motive users to act now. Examples could include “ This month only…”, “ This weekend only…” etc.
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Volan Media is a top Knoxville video production agency specializing in broadcast production as well as digital video and social media ads. For top Knoxville trade show video, social media video ads, digital video ads get in touch!
