With the end of the summer holidays looming, it’s still a good time for companies to review their marketing strategy. One of the solutions consists of exploring new tools and solutions to come up with a relevant action plan. In an increasingly competitive economic environment, it is essential to know how to reach the right people at the right time and by the right means. We offer you 5 easy-to-adopt solutions in order to activate a winning plan to ensure an effective back to school strategy.
With affiliate marketing, the advertiser works with a network of publishers in order to be able to promote products and services sold online. By monetising its audience, the affiliate plays the role of intermediary between its community and the brand asking for its help. This guarantees qualified premium traffic as the advertiser only pays for clicks and/or actual purchases. This is the principle of performance marketing, which ensures effective ROI-led investment.
Affiliates take the form of content creator (bloggers, YouTubers, influencers etc.) but can also be found on price comparison sites, money-saving and cashback websites and email databases. Thanks to affiliate marketing, you can increase your repeat purchase, conversion and new customer rate.
Display advertising is an effective branding mechanism. There are different types of formats depending on size and location, from just a banner to website skin ads. To stand out in a crowded market, display is a good practice for providing reassurance and confidence. This strategy works both on desktops and mobiles, and manages cross-device tracking in order to track your clients’ experience across all channels.
Online advertising also works by means of native advertising, which uses a third-party website’s code and editorial line. The content is relevant, customised, anti-AdBlock and non-intrusive.
Despite apps, social media and private messaging services, email is still the easiest and quickest way of staying in touch with prospects and clients. It allows you to send customised information depending on the products and services on offer at the time from your files, and also include opt-in email addresses deduplicated from third-party websites. What counts is complying with European GDPR regulations.
All actions can be traced from an email (opening, click, location etc.). It is also an effective system as the advertiser only pays for email openings.
Drive-to-store: generate footfall to sales outlets
Let people find out about your stores and sales outlets thanks to mobile advertising! Most consumers use their mobile phone to look up whether the desired product is available at the nearest store before going to the store. This means it is necessary to invest in local listings, mobile geolocation apps and technologies able to reconcile online and offline data.
The best drive-to-store marketing practices include using SMS to send promo codes to people located within your catchment area, or even targeted and location-based advertising on social media.
This is a marketing method that puts advertisers in touch with influencers presenting an affinity with a brand or business sector. Each influencer shares information with its community in order to promote a brand, product or universe. Sometimes, everything is highly coded, sometimes brands give influencers carte blanche to add their own creativity to the codes used.
Depending on the information shared, it is possible to track and measure ROI for campaigns, social engagement, shares, new subscriptions etc. Although influence marketing has a lot in common with B2C, it is also being developed in B2B. The networks and messages are different but the principle is the same, with consultants, researchers, speakers, figures from the worlds of economics and politics etc.
An effective back to school strategy in terms of marketing therefore means activating a variety of drivers that all work in synergy with each other. Between branding, marketing and performance, geolocation and influence, this convergence of approaches allows you to combine the best of technology and the human relationship to create a unique client experience. Contact us to find out more or assign your project to us for the best back to school strategy.
Back-To-School is an important period for many brands. After the summer break, business speeds up and everything gets back to normal. For online retailers, it’s also the beginning of a marathon few months which will include Black Friday, Christmas shopping and the Christmas sales. Back-to-School preparations often need to be made in advance. For example, school bags and other school supplies are generally on sale in supermarkets from July. Whether your activity is seasonal or not, it’s time to get ready for September now!
Plan your content and campaigns in advance
To stand out, you need to be ready before everyone else. Rather than rushing around at the end of August, it’s better to plan your content for your inbound marketing strategy. Infographics, videos, blog articles, competitions, special offers, email marketing: it’s the right time to prepare and to be proactive, rather than reactive. To do so, you’ll find the following best practices to be particularly helpful:
- Create and share an editorial calendar: it will remind you of the content which needs to be produced, the editorial line and the people involved (copywriter, proofreader, the person responsible for approval, integration, design, etc.).
- Prepare content based on your personas: loyal customers and prospective new customers for a specific range shouldn’t be addressed in the same way. Personas are profiles of your customers. They have a personality and needs which must be met with the right content.
- Recycle evergreen content: this is existing content which is unaffected by the latest news. Once it’s been written and published, it can be recycled regularly, sometimes with slight changes being made to it. You can invest in specialist software to share evergreen content on social media so that you never run out.
Monitor your competitors
Information is power. Whether it’s on social media, blogs or professional networks, you should always keep an eye on your competitors to avoid any surprises. There’s a wide range of powerful and affordable monitoring tools for B2B and B2C which you can use to see what your competitors are doing, how they’re doing it and how they’re communicating. For those with a smaller budget, Google Alerts can be just as relevant, as long as you focus on the right keywords.
Focus on your customers’ needs
Depending on your business and your market, you need a personalised, direct approach. Let’s take two examples.
In B2C, September can be a difficult period in terms of finances: consumers have spent lots while on holiday and back-to-school costs can be expensive. It’s a good time to launch special offers: free delivery, easier returns/exchanges, promotional codes, etc.
In B2B, it’s time for companies to update their strategic plans, review their budgets and adapt their business strategies. So it’s best to wait for the right time to make contact again (aim for around 15 September, for example) and to organise free webinars and new engaging content (white papers, blog articles, etc.) to reconnect with consumers.
Develop excellent storytelling
Storytelling is the ability to transform a simple act (a purchase) into a unique, meaningful experience. It creates an emotional connection with a brand. Storytelling is the art of telling stories which must be relevant and personalised to appeal to your customers.
Brand values, events, customer feedback, new product launches: there are plenty of options for excellent storytelling this September. You can even use newsjacking to take advantage of a news story by using it as a pretext for communication.
Launch a new offering
Back-To-School is also a period for a fresh start. So it’s not surprising that it’s a time when many brands choose to present their latest products (as is the case with the new iPhone, for example). Are you feeling inspired?
You can schedule a launch event, either online or in store, to present a new product offering, an updated range, new features and more. With the right campaign, it’s also an opportunity to get people talking about you.
Standing out from your competitors during Back-To-School is important, but it can only be done if you have a clear strategy in place. Without a strategy, you risk being in permanent “action mode”, rather than being able to take a proactive approach. If you’re interested in managing short-term pressure more efficiently, there are a number of approaches which can work for you throughout the year, including affiliate marketing, automation and inbound marketing.
Contact our team of experts in campaign management and performance if you’d like some help with your September strategy!
A key event in the commercial calendar, the summer sales serve as the launch point for the summer trading period. Though shops are often full of customers at this time of year, you still need to pay attention to the online selling side of things as well. In fact, it’s actually a great time to maximise your online ad revenue. But how do you go about making your ad space profitable? There are a number of guidelines to follow and good practices to apply when it comes to optimising your ad revenue during the summer sales period. Read on…
Get your ad space inventory up-to-date
Though the number of visitors is important, the page-specific impact of the ads is even more important. Some ad spaces may be less visited than others, less profitable or even lack relevance, thus damaging the user experience. And that’s without even taking into account the fact that the behaviour of mobile web users will be different from that of desktop users. This is why it’s important to regularly audit and update your ad spaces.
This is also an opportunity to test alternative options that could lead to new partnerships with advertisers. These could be the case with native videos, customised banners, website skins/wallpapers or even 360° interactive videos. Having multiple options available improves the quality of your inventory and enables you to offer a win-win approach in business terms.
Generating loyalty amongst your visitors
The more visitors there are to your site, the more effective the impact of the ads can be. Sometimes, however, your visitors will forget about you and fail to return. A good strategic move, therefore, is to create opportunities to diversify your content. This can be achieved by creating fresh, new, innovative content and developing newsletters targeted at specific profiles. You can also generate loyalty amongst your visitors via social networks, and by running competitions and special offers.
The importance of having a good user experience
Many publishers commit the error of trying to increase ad revenue by simply making their advertising configuration more aggressive. Result: they end up bombarding their visitors with additional ads. As a general rule, overloading your webpages with ads usually proves counterproductive. It causes webpage load latency and creates an unpleasant user experience that might turn readers away. The aim, therefore, is to find the right balance between the ad configuration on the one hand and useful and pleasant user experience on the other. You may need to make use of A/B testing to achieve this. A/B testing is a strategy that involves showing visitors two different versions of the same page at random so you can compare the results. Publishers can then select the ad placement positions that generate the most clicks. This enables you to boost revenue without the need to increase the number of ads, which can have a damaging effect on the user experience.
Detecting ad blockers
In France, nearly 30% of all web users use an ad blocker. The problem with this is that it deprives publishers of revenue and prevents advertisers from getting their message out. There are various strategies you can choose to adopt when faced with this complex problem:
- Asking web visitors to deactivate the ad blocker via a simple pop-up: this is informative in approach and renders the content accessible once the awareness-raising message has been read.
- Forcing the web visitor to deactivate the ad blocker: this is the extreme version involving automatic blocking of the content. If the content is interesting and web visitors attribute a high value to it, they may choose to deactivate their ad blocker. The less cooperative amongst them will go and look elsewhere. It’s a method that works if the product(s) and or service(s) you offer cannot easily be found elsewhere. Where this is not the case, your visitors will probably simply go to a competitor’s website instead.
- Offering a paywall: web visitors who want to be able to browse either entirely or largely without ads can pay to use a premium service, which will help to pay for the work of the website editor. Other visitors can be offered a free service with ads or with a limit on the number of articles that can be read in a given period of time.
Increasing profits by forming partnerships
Affiliate platforms offer all the tools publishers need to maximise their ad revenue during the sales. These kinds of partnerships work well because they’re able to put publishers in contact with the right advertisers. This means you can always be confident you’re sending the right message, at the right time, to the right visitor.
The summer sales are an important time for publishers. Consumers are more than ever on the lookout for great deals, good advice and useful information. The sales are therefore an excellent way of bringing future customers and prospects into contact with advertisers who have stock they want to clear.
Interested in signing your website up to the Kwanko network? Simply step this way!.
Studies all agree that the most downloaded and used apps are still the classics (Facebook, Twitter, Gmail, Google Maps, Instagram, etc.). This makes it hard to be visible on the marketplace, no matter how good an app or the services it offers are. Although you cannot count on people just coming across your app, good marketing, and communications strategy will help you gain good visibility and maximum downloads. Examples and illustrations.
Make an excellent landing page
This is the page that promotes your app. The best format is a straightforward one-page site with multiple CTAs and a simple explanation of what the app does, its features and its strengths. The aim is to build trust and stand out from the crowd. The more professional your landing page (with a suitable design and wording), the more it will contribute to good user experience. It is important to make the page mobile-friendly rather than designing it to be viewed from a desktop.
The simplest thing to do is to write a regular blog containing posts that can be shared on social media. The richer, more regular and more interesting your content, the more of an impact it will have on your SEO strategy and therefore increase your visibility. Content should not be promotional. It should cover issues related to your app to attract a wider audience. It is also a good way to build trust, especially if this is your first app.
Know how to pitch
An elevator pitch is where you introduce your app in under 30 seconds as if you were talking to an important person while between floors in a lift. The goal is to provide a summary that has both style and content to attract users, investors, partners, etc. Your pitch is your lifeblood. It is what identifies you as an app creator. You can re-use it everywhere: on your website, promotional videos, presentations, press releases, etc.
Nurture public relations
Once your app is up and running, you need to let people know about it. Tell influential people who might be interested in what it can do. These may be specialist journalists, bloggers or influencers. A well-put-together press release or pack can be used as a promotional tool. If yours is a paid app, it is always better to offer a comprehensive free test version. It is not the done thing to ask influencers to pay to test an app.
Make a fantastic product page
This is the page that will be shown on Google Play or the App Store when the app is downloaded. If your users have got this far, you must not disappoint them. It is important to have promotional videos, carefully chosen screenshots, a clear description and responses to reviews and comments to create engagement and build trust. This is where conversion plays out, so the page must be carefully monitored.
If yours is a paid app, say this and explain why. Nobody likes paying without knowing what is coming. You can offer two free months or a no-strings 30-day money-back guarantee.
If your app has in-app purchases, make this clear too. Transparency and honesty will always help facilitate community engagement.
There are many competitions that can turn an unknown app into a big success. Some emphasise design, while others focus on user experience or interface. If your interface is in English, you should definitely enter international contests.
SEA, SMA and affiliate marketing all work well, as they are types of performance marketing. Return on investment can easily be calculated with links direct to the download platforms. You can test out various formats, visuals, and approaches to optimise your marketing strategy.
Update your app regularly
Apps are like living things. They should develop in line with the latest trends, the ideas in your business roadmap and feedback from your community. Optimise your app and update it regularly to make sure everything is working well and fix any bugs that have slipped through the net.
Although there is no magic recipe guaranteed to make an app a success, these examples of good practice will help boost your visibility and downloads. Contact us for further information! Contact us for further information!
In the world of marketing, the performance-based approach and the branding-based approach are often considered to be mutually exclusive. However, these are two systems that can, in fact, complement each other and work well together. Branding carries at least as much importance as the conversion target. Generally speaking, it’s difficult to have one without the other. To run a successful branding campaign and be visible to potential prospects, therefore, you need to base your approach on native content combined with carefully thought out promotional actions.
Why go down the branding route?
These days, we don’t just simply buy products or services. We buy a brand and experience. Developing your branding is, therefore, an important strategy first when it comes to building your reputation. Also for having a presence in a competitive market. And then being recognised by or identifiable to consumers. A brand is actually much more than just a simple logo. It’s a way of existing and being present through a recognisable set of graphical elements and conventions; a set of strong values; a specific editorial line, and it’s the generation of loyalty amongst the members of a community built around your product or service.
To work successfully, branding must first and foremost be a living thing. It evolves, adapts and enriches the experience lived by the customer. And it’s precisely here that content has a key role to play. Whether it’s on your blog, your mobile app or your social networks, content that’s properly adapted to your personas can enrich the customer journey and the overall experience. This means that when a person switches from one channel to another, they need to be able to recognise where they are and understand that they’re still in the same environment.
Branding also has its place in major marketing campaigns. From the video right through to the SEA, the SMA, and the poster campaign, branding requires a two-fold approach: the inbound aspect, to bring the customer to you, and the outbound aspect, to strengthen the key messages and grow your brand.
Traditionally, branding has been seen as something used mainly by big brands and major groups with considerable resources at their disposal. However, it’s something everyone can (and should) get involved in. By investing just a few thousand euros in the right way — especially on social platforms — it’s easy to get your brand fully alive and kicking.
Mobile branding, a underestimated marketing lever
Today, smartphones have become the main screens people use. All branding campaigns, therefore, need first and foremost to be adapted for mobile technology or optimised for mobile use. Mobile branding comes in various forms and depends primarily on your own specific targets and messages. Nevertheless, It is possible to cite a few specific examples:
- Influencer marketing: a form found mainly on social platforms such as Instagram or online video services (YouTube, Vimeo, etc.).
- Video ads on YouTube: these can be pre-roll, mid-roll and both skippable or non-skippable. One of the places they get displayed, in particular, is in the YouTube mobile app.
- Sponsored ads on Facebook, which are useful for reaching a larger community. The carousel format works well for branding purposes as it provides plenty of space for visuals.
- SEA (Search Engine Advertising) or advertising on social networks, very useful for getting your brand to appear in position zero in Google’s search results when particular keywords are searched for.
- Mobile apps, whether via your own app or by marketing via third-party apps. One well-known mechanism through which this can be done is by advertising via freemium apps, for example.
The reinvention of the desktop through layout and design
Mobile devices are, of course, now ubiquitous and accompany us everywhere we go throughout the day, but the conventional computer (the famous desktop) is still very much alive and kicking. At home or in the office, their large screens provide unparalleled browsing comfort. We don’t pick and sift through content on desktops in the same way we do on mobile devices. We take the time to read, absorb information, make purchases and watch videos in high quality.
This is where site layout becomes particularly relevant. It enables to display the branding content at the top or sides of a page. The goal is to ensure its non-intrusively alongside premium creative content. The branding content can also be interactive, include integrated CTA and videos,. It could be designed to encourage engagement.
User-generated content: when the brand benefits from its own community
User-generated content (or UGC) is content created by the users themselves. It is a formidable branding tool that develops naturally around the brand, helping to showcase it and get your products and services talked about. UGC is also a good KPI for measuring customer satisfaction and the likelihood of recommending. Some examples:
- Consumer reviews on Yelp, Google My Business, TheFork, Facebook, etc.
- Blogging, via platforms such as Tumblr, Wix, and WordPress.
- The sharing of videos on YouTube by content creators.
- The sharing of photos on Instagram (with appropriate hashtags).
- All the content shared on social networks (Facebook, Twitter, LinkedIn, etc.).
Branding remains a powerful tool for injecting vitality into a brand and reaching a wide audience. Whether on desktop computers or mobile devices, and whether created by yourself or your community, the entirety of the content produced converges into a set of omnichannel messages, thus creating an attractive and effective pre-sale experience. Our team of experts can help you with all your branding campaign requirements. Contact them today!
Influencers have been part of the marketing mix for advertisers for several years now. With a tweet, a photo, an article or a video, they’re able to reach a growing and generally highly engaged community in a natural and spontaneous manner.
Working with influencers, however, is not something you can just improvise as you go along. It’s a process that needs to be planned ahead and carefully thought out, and which relies more on creative collaboration than on a customer-supplier relationship. Creating an influencer marketing campaign, therefore, requires an appropriately adapted strategy.
If you’re tempted by the idea, here we give you all the best practices you need to make your influencer marketing campaign a success.
Know Who You’re Speaking To
Before launching, you need to know who to speak to. Who are your targets? Who are your buyer personas? What kinds of lifestyles do they have? The decision-making levers? The kinds of content they like to read and share? Their consumption habits? Knowing who to speak to is essential when it comes to orienting your influencer marketing campaign in the right direction. Once you know your customers and what motivates them, the search for influencers who match their requirements and expectations will be easier.
Understand the World of Influencing
In the small world of influencing, there are big players and little players. The first is made up of the star influencers with hundreds of thousands of followers – or indeed even several million in some cases. We are in the realm of mass influence here. Often, these are stars of the small screen or the world of sports or long-established creators with a long-standing presence on the web.
Then come the micro-influencers. Their communities are smaller but often more engaged. They concentrate on niche markets in which they’re regarded as genuine experts. You tend to find them specialising in topics relating to leisure activities, sports, new technology, gaming, the world of beauty, etc. Because they’re passionate about what they do and natural in their approach, they can easily reach a large community in a highly unpretentious and respectful manner.
And finally, there are the nano-influencers. These are even smaller but have significant growth potential. Some have just a few thousand followers. Brands, therefore, rely on their “innocence” and the authenticity of what they have to say to expand their markets in the hope of future returns.
Finding the right influencer
Contacting an influencer directly is usually a waste of effort. You need to go through formal and informal networks and submit business cases that make sense.
Though it is possible to contact micro-influencers and nano-influencers directly, the best approach is to go through agencies that do this as a profession. They will know the influencers‘ expectations and requirements as well as their availability and what it is they’re looking for. Going through intermediaries avoids you making beginners’ mistakes and saves you time in the value chain.
Not all influencers work in the same way. Some will only agree to simply mention the brand; others might be willing to carry out a demonstration of the service or product, or even agree to create native branded content. No matter what the case, before negotiating with influencers you first need to make sure you’re familiar with their world, their content and their values. It’s here, in particular, that agencies come in very useful.
Co-constructing rather than imposing
An influencer will accept a project more easily if they’re able to participate in its development. You, therefore, need to adopt an open attitude and be willing to allow a certain amount of leeway. This is, in fact, something that’s not always obvious to advertisers, who always tend to want to exert maximum control over their marketing and communications.
When putting an influencer marketing campaign in place, you should have no hesitation in using the services of multiple influencers. The aim is to generate as much exposure for the brand as possible over a defined period of time.
However, people tend to flick quickly between one thing and the next, going from a blog to Instagram then switching to YouTube in the space of just a few minutes, for example. They, therefore, need to be able to find brand content that’s in keeping with these communication channels and with the influencers’ habits and behaviours. Here, we are here getting closer to the native advertising model, but don’t forget: an influencer is not a muse to whom you simply say what you require.
Measuring the return on investment
Defining the KPIs for influencer marketing is not as straightforward and clear cut as it is for traditional types of marketing, but these KPIs do nevertheless exist. They tend to be expressed in terms of audience reach, the number of clicks, likes and comments/reviews, social media shares, promotional code use and tracked links, etc.
Earned Media Value is another useful KPI to track. This equates to the media exposure acquired when the brand is talked about via channels of communication not controlled by the company. This could be in the form of blog articles, product reviews, YouTube videos, customer reviews on digital platforms, etc. What an influencer says can thus spread onto other communication channels via a snowballing effect.
Putting in place an influencer marketing campaign is therefore not as easy as it might seem. Because it forms part of a specific strategy, it needs to have a clear objective and be executed in a perfectly controlled manner. This is why it makes sense to seek the help of agencies that do this as a profession and can advise you in making the right choices. Talk to us today!
How a communication tool invented over 30 years ago is still so popular among marketing professionals and consumers? That said, email – since sending emails is exactly what we are referring to here – is regularly stated as nearing the end of its shelf life. Or at least this is what we are lead to believe since email has resisted all digital revolutions (social networks, chat, mobile notifications, applications, gamification, etc.). A study carried out by Adobe even shows that 61% of consumers prefer to receive marketing communications via email. Email may well be the main channel for digital communications, but what makes it the best conversion channel? Allow us to explain.
Email is easily automated
Email is crucial for receiving purchase and delivery confirmations, signing up to events, and setting automated reminders (incomplete baskets, upcoming marketing campaigns, etc.). We are all permanently connected to our emails whether in our personal or professional lives, and this link is crucial in creating emotional connections with brands sending out the right messages. Email marketing is the easiest way for non-specialists to test automation. Tools are available which require no technical skills and can be used very easily. Email marketing is also very easy for professionals to integrate into existing tools (databases, CRM, CDP, etc.).
Email is a unique identifier
Email is a bit like a digital passport: something you always tend to keep, and more reliable than a postal address or telephone number. Even if you move house or change jobs, you always keep your personal email address. In B2B, if a business undergoes changes, users keep their professional email addresses. Email ensures data unicity and facilitates quality control of contacts (duplicate addresses, non-existent addresses, etc.). This is essential for high-quality CRM tools and CDP platforms.
Email facilitates segmentation and scoring
An email marketing campaign provides extensive data on the behavior of prospects and is the best way to reach the right people thanks to unique targetting. You can accurately measure the impact of a campaign and automate the scoring of your prospects according to openings, clicks and forwards. Measuring performance is clear and easy to obtain thanks to email marketing. Each profile can be personalized according to persona criteria, and it works just as well with A/B testing campaigns designed to measure the performance of actions and optimize your decision-making.
Email is an ROI conversion channel
Email marketing costs next to nothing and can have a significant return. The cost of customer acquisition remains low. Recouping the cost of a database is easy within an omnichannel approach, wherein email plays a central role (landing pages, promo coupons, exclusive offers, etc.). Email is also an effective loyalty channel. It is important to remember that gaining customer loyalty is less expensive than looking for new customers. In this respect, well-built email marketing campaigns enable you to keep in touch with your community, previous customers and representatives. Beyond gaining the loyalty of your customers, email is also an acquisition channel for new customers. Testing email campaigns on external databases are essential and also considered to be a source of ROI. Would you like to know more? Get in touch with our experts!
Email is easy and accessible
You can, of course, create an email campaign using a graphic designer, data analyst, and UX designer. But, generally speaking, creating a campaign is easy as soon as you have access to a template with proven effectiveness. You don’t need to be an IT specialist to make it happen. You simply need to update your product catalogue, visuals, titles, and hooks in order to create a high-impact campaign in just a few minutes. Check our Studio to make an effective and high-performing Kit Email!
Email is cross-device
Email marketing works on all devices: smartphones, tablets, and mobile phones. It adapts to all page layouts and even captures new interactive functions. With AMP open-source technology (supported by Google), soon it will be possible to fill in and send forms directly from your email software, as well as browse photo galleries, make hotel reservations and order plane tickets. There are so many new functions on the horizon that will enrich email. Email marketing is by far the best way to reach out to prospects in a reliable and cost-effective way, while the reduction in the reach of social platforms is causing advertisers to constantly reach back into their pockets. Alongside well-managed data and a clear strategy, email marketing remains by far the best conversion channel for boosting your online sales.
Prospects are often the marketing professional’s bread and butter. They are the ones who, if the strategy is well implemented, could one day be converted into customers. When it comes to generating leads, the approach used differs depending on whether you’re operating on a B2B or a B2C basis. In businesses, processes take a long time, purchasing decisions involve numerous individuals and the quality of leads is very often more important than the quantity. With B2C, the average basket size is smaller and the supply of prospects needs to be constantly renewed and updated. No matter what your particular case happens to be, we have selected five practical and workable tips to help you improve the quality of your leads, accelerate your growth, and thus catch your competitors on the hop.
This is where lead generation all begins, and it needs to be very carefully thought out and designed. You have to optimise your form right down to the smallest detail: too long, and it runs the risk of driving your prospects away. Too short, and you risk having too little information to provide a context for the enquiries and requests. In general, three or four fields is a good average to aim for.
With B2B, you can elect to prohibit Gmail type personal emails in order to filter out anything that is not a genuine professional enquiry or request. Though it’s a method that will by definition limit the number of incoming prospects, it will guarantee you a higher level of quality. Once you have a professional email in your possession, you can then enrich it in your database with firmographic data.
Additionally, you can also eliminate spam and bad addresses by automatically sending an email immediately after receiving the information. It’s good practice to carry out an initial quality filtering procedure to avoid cluttering up your CRM or data platform.
Effective, automated scoring
In order to establish the quality of your leads, you need to rate them. This is the purpose of scoring, which assigns a value to prospects based on their purchasing potential. This rating can go up or down based on interactions with your campaigns. If your prospect opens your emails, clicks your links and asks you questions, they gain points. If they don’t respond, fail to react or have not been opening your communications for some time, there’s probably no longer any point in retaining their details. Scoring gives you a way of removing leads with little relevance to your business from your tools. Most marketing tools are today capable of automating the scoring process and aggregating the data into a single, unique platform.
Relevant lead nurturing
Lead nurturing consists of “cultivating” your prospects right up to the point at which they’re ready to make a purchase. In order to achieve this, it’s necessary to create buyer personas equipped with individualised activation systems. Each profile is set in a different marketing context with its own specifically adapted content. The more personalised your lead nurturing, the more effective it will be. Sending special offers, sending information aimed at informing and developing awareness, sharing good practice, organising competitions and offering exclusive content (white papers, videos, etc.) are all things you can do to help you achieve this.
Timely personalised messages
Each lead progresses through the conversion funnel at their own individual rate and rhythm. You, therefore, need to be able to send out the right information based on the stage they are at. Some will want to get to know you better; others will need to be reassured or won over, with the latter perhaps waiting for a good offer before deciding. This is where personalised marketing really comes into its own. You don’t treat a person who’s just learning about you in the same way you treat a hot prospect on the point of making a purchase.
A unique experience
The customer experience is made up of all the interactions and emotions experienced and felt by the customer before, during and after the purchase. In order for it to be successful, your branding must be coherent across all your platforms. The mobile website, online store, email automation, social networks, the welcome when entering the shop… the coherence of the experience creates value and provides reassurance. It’s essential not to underestimate its importance. The same design, the same values, and the same overall ambiance must be present at each point of contact. A coherent brand territory contributes to the creation of a unique experience that will enable you to encourage and get the most out of your prospects and make them part of your big family.
The question of quantity versus quality when it comes to managing prospects can often be a source of internal frustrations and misunderstandings. However, the two can work perfectly well together if your marketing strategy is coherent. To achieve this, you need to have the right tools at your disposal, namely the essential professional skills required and the technology that will enable you to properly manage your data in strict compliance with the requirements of the GDPR. Our experts from lead generation team can provide answers to all your questions. Get in touch with them today!
What’s the purpose of creating the perfect email kit? Despite the existence of social networks, instant messaging and mobile apps, email still remains one of the most effective means of communication. Performance email campaigns are, furthermore, a marketing lever that should not be underestimated where marketing via an opt-in contact database in the context of an affiliate marketing campaign is concerned. To make the work involved easier, advertisers provide publishers with marketing kits designed for use on third-party websites. Amongst these is the email kit, which enables the advertiser to remain in control of its marketing, its design and the key messages to be shared. Creating the perfect email kit, however, is not an intuitive process. Here we explain everything you need to know about maximizing the effectiveness of your messages!
What is the perfect email kit composed of?
You certainly don’t want to ask your publishers to do the design work in your place. Though some may well be technophiles, others will not be as comfortable with the email design process. This will be especially true if they are not familiar with the subtleties of your graphic charter (colour codes, logo, fonts, etc.). This is where the advantages offered by the email kit come in to play, as it’s ready to be used out of the box and doesn’t require any technical knowledge. Advertisers simply provide an HTML file that the publishers can then import into their email marketing campaign management tool. All the images are hosted on a third-party server – usually the advertiser’s own – which guarantees a high degree of availability and optimized loading times. The kit can also contain tips and advice about integrating the email content into the most popular tools used for hosting opt-in email addresses.
The aim, therefore, is to avoid the need to touch the code, thus saving time and ensuring a coherent style is used. An advertiser that works with several different publishers will thus see its message broadcast in a homogenous manner and in the context of a reliably defined working relationship.
The essential components of the perfect email kit
The better the email kit is put together, the greater the potential return on investment. Trying to manage your kits on the cheap is generally the quickest way to end up with rickety and disappointing campaigns. To avoid this situation, here are the essential elements to retain and include:
Conception and design
A responsive email
Your design must be optimized so it displays perfectly on all platforms and devices. It’s essential that the code is competently and professionally written if the final output is to be of high quality.
The images that make up the email (header, footer, illustrative and background images or ones are taken from the product catalogue) must be optimized (in terms of resolution and file size) to avoid hindering page loading.
A link that leads to a 404 error or a non-existing image on your server are the kinds of beginner’s errors that it’s essential to avoid at this stage.
All the links, buttons and CTAs (Calls to Action) must be tracked using tools that are useful for measuring your campaign’s performance (and improving it in the future, if necessary).
If possible, give your message a more genuine and honest feel by personalizing your email using dynamic tags (first name, surname, sex, geographical location, etc.).
A strong tagline and legible content
An email is not a webpage. The content must be short and comprehensible. The choice of which words, titles, and fonts to use can make the difference between a relevant email and a message that will simply end up going straight into the spam or trash folder.
Content that’s free from spelling mistakes
A simple, basic point perhaps, but always worth repeating!
Content that’s managed and up-to-date
Don’t duplicate old and existing email kits without first checking that the information they contain is still relevant (links, promotional offers, message, visuals, etc.). Always apply quality control measures.
Compliance with the GDPR
European law places certain responsibilities on the advertiser, including when working with subcontractors. Work only with partners you know you can trust and that are compliant with the rules of the GDPR. Here at Kwanko, we work with databases that are signatories to the “Charte CPA” (a French email marketing quality charter).
One of the classic rules, though it should be properly integrated and visible.
The advertiser’s address and contact details
Must be included so the advertiser behind the message can be identified.
To explain why the recipient is receiving the email and in what context.
Armed with all these tips, you now have all the good practice advice you need to create the perfect email kit and optimize your future campaigns. All that remains for you to do is launch yourself into the project and transmit your messages to a receptive and engaged community. Need the services of a graphic design studio? We have a team of web designers that specialize in performance marketing. Contact us to find out more!
Drive-to-store is the local version of e-commerce. The goal is to use all the digital levers available to advertisers to transform geolocalised data and the almost constant use of smartphones to encourage customers to come in the store. Whether to make a purchase or collect a parcel, drive-to-store “physicalizes” the customer experience and offers new opportunities to develop one’s business. But you have to know what you’re doing.
When digital technology can be used to boost physical in-store sales
Today, opposing e-commerce and traditional commerce no longer make much sense. The two must work together in an omnichannel logic to personalize customer experiences. As it happens, drive-to-store offers a solution that combines online and physical networks.
In-store shopping is far from being replaced by the web. The latest report by FEVAD (the French Federation of e-commerce and distance selling) highlights that 91.5% of purchases in retail are still made in store.
However, retailers must continuously reinvent themselves to be more flexible and agile. With drive-to-store, digital technology encourages customers to come in store for purposes that vary depending on the strategies used. Here are some examples:
Order online, collect in store
This is the “click and collect” principle that was made popular by large-scale distribution with the “drive” concept. Customers can buy a product online and collect it a few minutes or hours later. As such, they have immediate access to their order, save time, and can later add more products or additional options. It is a cross-selling or upselling strategy that can play a significant role for retailers. Today, 38% of brands offer this logistics solution, according to FEVAD.
Order online, collect from a third-party point of sale
This is the parcel collection point system, whereby businesses agree to receive orders on behalf of other brands. While it is true that businesses usually take a small commission for this service, it is above all an opportunity for them to welcome customers who may have never set foot in their store otherwise. Today, 86% of e-retailers offer this logistics solution.
Book online, experience in store
Customers can make appointments online using a mobile app, a chatbot, or the website, then come in store to enjoy the experience. Whether customers want to try on clothes already picked out and ready upon their arrival, undergo a cosmetic treatment, book a table in a restaurant, or test drive a new car, the smoother the mobile process is, the more they will enjoy the experience. The approach is likely to lead to strong recommendations on social media.
The keys to drive-to-store
Optimising your drive-to-store approach involves mastering several marketing levers. We have identified a few of them to help you:
Local search in major platforms
Google MyBusiness, Yelp, TripAdvisor, Uber Eats… They cannot be underestimated. These tools and intermediation platforms play a key role in establishing relationships between advertisers and potential customers. For retailers, it is therefore essential to rank high in search engine results, to have a strong focus on customer service (importance of ratings), to share tailored content (photos, videos, descriptions), and above all to ensure that all information is always up to date (opening times, store contact details, etc.).
Targeting the right people depending on their commuting and travel habits or their geographical location is essential when it comes to drive-to-store solutions. Geolocation is a strategic lever in such cases. You want to reach out to customers from the surrounding area who are likely to be able to visit your store easily. Whether you are using SMA, SEA or RTB, the more targeted your advertising, the more relevant it will be.
Notifications and mobile apps
If you have a mobile app, geolocation helps better communicate with people near your store. The most common good practice is an embedded store locator for brands that have several stores. Whether customers are looking to enjoy a coffee in Starbucks or purchase a lawnmower in a supermarket, the ability to connect them with a store provides strong added value.
Connecting to third-party data
Weather, news, new collections… Every store can devise personalized emails or text messages according to specific triggers. The task requires creative storytelling and can speak to your customers to encourage them to visit your store.
CRM Onboarding is a technology that matches transactions to in-store visits according to online advertisements. It is always important to know whether your Facebook ad generated any in-store visits, for example.
Once in the store, discreet beacons can identify where customers walk in your aisles and amongst your shelves. It is very useful for reorganizing your advertising, showcasing your special offers, and finding the mechanisms that will help keep your customers in a particular spot for longer all the while optimizing your human resources (sellers and advisors).
Today, it is simply impossible to ignore drive-to-store. For retailers, it is a crucial lever that combines the best of two worlds to ensure that customer experiences are personalized as much as possible. Drive-to-store is a marketing strategy based on data relevance and effective management of mobility to adapt to new purchasing behaviours.
Discover our drive-to-store solutions with our team of experts. Get in touch to find out more!