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After all the madness of the end-of-year festivities and the subsequent winter sales, spring is a time when sales start to level off. For many seasonal industries, it marks the midway point between the end of the winter collection and the launching of the summer one. Although the weather forecast and news can affect business and sales volume, this doesn’t mean you should relax and go with the flow. To help you complete your checklist, rally the troops and organize future operations, we’ve got pieces of advice and best practices for you.

CONTENT MARKETING: PLANNING AND ORGANIZING

Content marketing is vital for your brand. It helps you to build customer loyalty and generate new leads. Quieter periods offer the perfect opportunity to organize the content you want to share. This means scheduling future blog posts, social media posts and for the more daring amongst you, newsjacking operations. Whilst some of these may be related to current affairs, others can be prepared in advance:

SPRING – IN APRIL:

SPRING – IN MAY:

SPRING – IN JUNE:

To make sure that your content marketing is effective and not too time-consuming, you need a good organization. Production scheduling, editorial line updates, strategic theme selection, and competitor monitoring should be all be carried out during the Spring Season.

ORGANIZING SUMMER SALES

Of course, there’s still plenty of time as the sales won’t start until the end of June, but it’s better to plan ahead for future campaigns and collaborations.

You can also make the most of this period by exploring influencer marketing: finding influencers that reflect your values and could promote your brand. This work can be carried out independently or in collaboration with an agency to save time. Influencer marketing is a tool which requires a strategy. It’s generally not enough to have a single influencer sharing a single message. It’s better to take the time to find influencers that match your personas and to divide your messages amongst them over the coming months.

By the same token, there are other promotional tools such as affiliate marketing that can also be employed. Affiliates help promote your products and services in exchange for sales commission via marketplaces and third-party websites (blogs, YouTube channels, websites, etc.). Again, finding influencers to promote your offers cannot be accomplished right off the bat. Forward planning is the key to success.

This is also the time to keep in touch with your community via email campaigns. It doesn’t make sense to wait for a promotional offer to reach out to your customers. Instead, ask them their opinion on a particular theme or project, share an experience, launch a competition or create a new scheme (members-only club, taster day or product launch, etc.).

Finally, in anticipation of the summer sales, you can refine or reorganize your website, update your mobile app and launch a series of A/B tests to optimize the customer journey.

UPDATE AND OPTIMIZE YOUR TOOLS

Even if business continues between sales periods, sales volume still peaks at these key times. Not to mention that people often take long weekends in months like May which often corresponds to a decreased level of activity in certain industries. It, therefore, makes sense to get all your revision and maintenance work done in this time. Website updates, backups, web server updates, tests, launching of new platforms and tools… it’s time for a spring clean!

Finally, spring is the time to breathe new life into your business. This could mean fine-tuning internal processes (monitoring, customer services, social media moderation, etc.), analyzing stats from past campaigns or optimizing internal and external collaborations.

Predicting and mastering workload flows, season by season will allow you to better distribute your technological, human and financial resources throughout the year. Spring is no exception. The most organized traders will also prove to be the most flexible and responsive if the need arises.

Get in touch with our team of experts for help with updating your campaigns and designing your business operations calendar.

A blog article, an image, a link…and that’s all there is to it, right? After all, performance marketing is easy! Or is it? If it were that simple, it would be common knowledge. Working on a brand, developing a lead generation strategy or converting prospects into clients often requires specific expertise. Performance marketing (from market knowledge to technology choices and campaign management) is best done by experts who can support advertisers and publishers to make the right choices at the right time.

So, why use performance marketing experts? There are at least five reasons.

To enjoy a human connection with an ever-available team

Brands are operating in a digital environment where everything is done via the internet, often without an intermediary. It’s quick, simple and direct, but it’s also the best way to get things wrong if you’re not on top of performance marketing’s technical subtleties!

Nothing can replace specialist advice, which is why performance marketing is mainly a question of trust. Having a team you can turn to, means you can ask questions and describe complex issues that Google won’t be able to help with.

Each client has a unique contact who is responsible for representing them and protecting their interests, and who is available any time without having to navigate an offshore call centre. This human connection with an ever-available team can make the difference when it comes to answering questions fast.

To easily access creative resources

Not every organisation has the time, resources or energy to create email kits, banners or particular visuals. As a result, they need to use a communications agency or designer. To brief them, wait for their work, manage the project and anticipate extra campaign costs that arise.

Having people who are creatives as well as marketing experts can save a lot of time. The designers know performance marketing well because it’s their job. They can deal with creative constraints and work closely with experts who can co-ordinate requests and support the creative process. Using an in-house creative studio is also the ideal solution for clients who don’t have any experience of managing — or who don’t want to manage — this work done by third-party resources.

To gain a 360-degree approach

Performance marketing is varied, involving affiliate marketing, cashback, deals, influencer marketing, mailshots, etc. Only experts can choose the right tools to suit each strategy, both for advertisers and publishers. Each client’s situation is unique and every tool is used differently depending on the issues raised. Rather than reaching blindly into a toolbox, performance marketing experts know exactly what to choose to reach every goal.

To choose the right advertisers and publishers

Performance marketing experts are responsible for bringing together the right advertisers and publishers, and vice versa. It’s a bit like the marketing version of Tinder. However, to maximise return on investment, the work requires extensive knowledge of the two parties. This is work that can only be done by in-house experts who communicate daily with both parties.

Our little extra? Organising a speed meeting-type event so advertisers and publishers can meet in person to share good practice. They get to know each other and develop their professional networks.

To take advantage of fast-moving technology

In the world of performance marketing, everything moves quickly. With technologies being born and dying regularly, experts and agencies can quickly adjust their working methods to share them with you. Keeping an eye on technologies like this is difficult for a marketing service as it requires various skills in precise areas. To optimise your revenue and achieve your goals, you must stay one step ahead. Yet, there is often not enough time in the day to find the right clients or platforms. So, it’s time to let the experts work their magic!

Outsourcing performance marketing has a range of advantages for advertisers and publishers. It means they access better advice, reduce their operating costs, and focus on their core business, while maximising their chances of making the right choices. Whatever the size of a company or the goal of a project. Marketing experts know how to react to any situation. Contact them for help with your projects, whatever they may be!

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.

Affiliate marketing: an ROI-led driver

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.

Boost your brand’s visibility with online advertising

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.

Stay in touch with email marketing

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.

Influence marketing

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:

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:

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.

Create content

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.

Be transparent

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.

Enter contests

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.

Advertise

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:

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:

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.

Optimised forms

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!