How to Salvage a Failing Marketing Strategy

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When a marketing strategy isn’t giving you the results you want, you may be tempted to just scrap it and start over. While that may often be the best course of action, many failed marketing campaigns can be saved if you’re willing to go back to the drawing board and try some new things. Here are a few tips for salvaging a marketing strategy that has so far been failing you.

Be patient

Depending on the strategy (some should produce near-immediate results while strategies that involve content marketing can take much longer) you may just need to be patient. If you only just rolled out your new content marketing schedule and you aren’t seeing improved numbers, it may just need a few more weeks or even months to start producing the results you want.

Find ways to differentiate it

Depending on your company’s niche, you may be trying to market in an overly crowded marketplace. It could be that your message is too similar to other brands’. It may take a lot of thinking, but you can eventually come up with a brand message that’s different enough from everyone else’s to really stand out.

Sweeten the deal

If your marketing strategy entails some kind of special offer, it may be that the special offer isn’t special enough. This is a fine line of course because too good a deal can bankrupt you or lead to so much interest you can’t meet demand and upset your customers. Carefully consider if you can afford to make your deal better.

Narrow in on a more specific audience

A common marketing mistake is trying to target too wide an audience. It may seem counter-intuitive but you actually want to target a smaller audience with more relevant advertising than a wider audience with less relevant advertising. Everything from the channels you’re using to the tone you’re adopting can be adjusted to better fit your target audience.

Segment and test your strategy

It may be that just one aspect of your marketing strategy isn’t working. To find the source of your problems you’ll have to segment and AB test. You can stop all efforts on one social media platforms to see how the other stands up on it’s own. You can test one version of a landing page against another version.

Unify your efforts

Regardless of how many channels you’re using, you need certain uniform elements to tie them together. If all of the smaller parts aren’t contributing to a greater whole, you need to revisit those parts individually to see how you can get them to work better together. A foolproof way to do this is to make sure you’re integrating various channels. Your text messages should link recipients to your mobile site and your social media pages, your mobile site should direct people to your social media profiles and tell visitors how to sign up to receive text messages and your social media pages should encourage people to opt-in to your SMS loyalty program and to visit your mobile site.

Last resort

A new strategy is always an option you can go to as a last resort. If you’ve given it time and tried the other tips mentioned above, it may be time to find a new angle, a new channel, or an entirely new brand message.

Mobile Technology News brought to you by biztexter.com

Source: entrepreneur.com/article/298641

 

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Three Things You Need to Know Before Deploying Your First Chatbot

Chatbots are the big trend in customer service today and many experts predict that they’ll completely alter the way that people and brands interact going forward. Chatbots can not only ease the burden on customer service agents but they can in eliminate the need for costly mobile apps that many smaller businesses can’t afford. But before you invest time and money in developing and deploying a chatbot for your small business, here are three things you need to know first.

Who is your audience?

Your chatbot can’t interact effectively with your customer base if it doesn’t understand who they are and what makes them tick. And the only way your chatbot can be programmed to know your audience is if you already know them and make the effort to program your bot with that same knowledge. Some obvious places to start is with obvious demographics. Are they primarily male or female or an even mix? Are they younger or older or does their age vary widely? Do they come from wealthier or poorer backgrounds? Do they lean conservative or liberal? Chances are your customers will usually divide along these lines. Another thing to consider about your customer base is where they usually turn for customer service help. To they go to your website, call a customer service line or do they turn to social media for help?

What is your goal and how can you achieve it?

You need to have well-defined goals for your chatbot or it will be a complete failure. A surprising number of companies are just programming chatbots just to do it because everyone else is. To improve the customer service experience is a given but how specifically do you want to improve it? Are you trying to reduce wait times? If so, how can your chatbot help you accomplish that? Also recognize that your chatbot won’t be an overnight success. Chatbots learn by making mistakes. You will almost certainly need to go in and make adjustments to make it more effective and achieving the goals you’ve set for your bot.

How will you get customers to use it?

No matter how much time and effort you put into creating a useful chatbot, it will all be a waste if your customers don’t know about it or don’t wish to use it. Revisit the question of audience and where they turn to for customer assistance. If you have a customer service line they usually call, maybe you can provide instructions for reaching out to your chatbot in the automated phone answering system you use so customers waiting for a live agent might hang up and go to your chatbot. If they go to your website, you might have your chatbot initiate a conversation when it seems your customers are stuck on a webpage. You can use existing marketing channels whether that’s email, SMS, or something else to tell your frequent customers about your newest customer service agent. Give it a catchy name that people will remember and be excited about.

Mobile Technology News brought to you by biztexter.com

Source: smallbiztrends.com/2017/08/chatbots-for-customer-service.html

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How to Use SMS and Email Marketing Strategies in Tandem

When email first came on the scene, it was the hottest thing in marketing since the television. But the numbers for email marketing don’t look as good as they used to. Now it’s overdone and 80% of all emails sent are never even opened, let alone read. Email providers started automatically filtering out spam mail and the effectiveness of email marketing took a hit. More recently, SMS, or text messaging, has become the new email. The open rates for text messages is even higher (98%) than email’s open rates were at the very beginning and it’s the preferred method of communication for the majority of people, especially younger people.

If SMS is so great, you may be wondering why email marketing should even be invested in at all. There are actually several reasons to continue with email marketing and the effectiveness of both email and SMS marketing can be improved when they’re used in connection with each other.

Different strengths and weaknesses

The SMS protocol limits the length of text messages to 160 characters. While your actual message can be longer than this, the cell phone provider will break this message into smaller messages of 153 characters with no regard to the break in sentences. Texts messages may be incoherent if they break off mid-word. The 160 character limit is perfect for mobile offers, order statuses, and quick announcements but it won’t work for all messages.

Email on the other hand is a great way to send longer form messages such as newsletters or catalogues.

Texting’s lower annoyance threshold

People are generally less annoyed by promotional emails than texts because they’re easier to ignore and you can send hundreds of ignored message to the trash folder with a couple of clicks. And make no mistake, more of your emails will be deleted unread than text messages. But there is a benefit to this as well. With SMS you’re much more limited in how many texts you want to send per month with most recommending so send no more than about 8. Much more than that and you start to get a lot of opt-outs. By using email marketing, you can send more messages and leave only the very most important to SMS.

Divide and conquer

Email can be a great channel for growing your SMS opt-ins and SMS can be a great channel for getting more email opt-ins. By diversifying your channels you increase the audience for both. There will be some who prefer one over the other and there will be some who like to receive both. A good strategy is to include some exclusive offers/content for both so that you can’t get everything by just subscribing to one channel.

Mobile Technology News brought to you by biztexter.com

Source: business2community.com/email-marketing/using-sms-part-email-marketing-strategy-01889822#KWPihXOL2CkRYVLE.97

 

#email-marketing, #mobile-marketing, #mobile-marketing-tips, #sms-marketing, #text-message-marketing