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Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Achieving engagement with a customer or fan base is not so much about tactics such as Facebook or tools like Radian6, but how these are best leveraged to enable meaningful interaction with the consumer.
We also have a new guide by Andrew Campbell describing how to create a customer retention plan, again part of a long-term process to build relationships. The people that have already bought from you are super-special, I mean really special when you think about it.
There are multiple ways to generate insight, some of it should be engrained in your business day-to-day, other elements should be done at key times of the year.
Get data from those masses who do nothing on your site, tools like 4Q and Kampyle are great since they're low commitment, fast and anonymous. Email surveys are good if you lack a steady stream of data and prefer to ad-hoc, mass questioning of your database, annually for example. With the proliferation of social media usage, the idea of message amplification is really key, I feel. We're talking about the consumers experience of your product or service and how they feed that back. Reactive - Zappos are the best example we hear of a customer obsessed brand who put tools and process around their consumer.
Proactive - Think Dell as past masters at this, and where Gary Vaynerchuck pushes with his The Thank You Economy book. Each approach isn't mutually exclusive, after all they're just processes dependent on how an organisation wants to (and can) work. Of course, capturing and using data is at the heart of informing the creation of tailored content for the consumer.
Useful content is at the heart of such a content strategy, on-topic content enables you to demonstrate a continued relevance to consumers who are buying certain types of products from you, or at least they're giving you indicators as to what is motivating and helping solve problems in their world.
This approach has obvious potential for re-promotion of your products in the right way, and at the right time, adding value and re-engaging re-affirms relevance and earns you that right. A platform to share - One of the most powerful ways to remain valuable is to enable the consumer to connect and share with other like-minded consumers, this allows the like-minded to flock together and simultaneously deliver ongoing insight for the brand hosting the platform.
It's a complex space, our recommendation would be to start with simpler tools such as Office Autopilot where the focus is segmentation of a lead database (based on whatever makes sense: preferences, subject of interest, product type) since this enables the communication of the most relevant content. This table summarises our recommendations on content marketing KPIsA related to retention (Engage) and other parts of our RACE framework. Evaluating the new kids on the block: Which new social media platform is best for your business? IQ Testimonials Tamay presented "What is Social Media and Why Do I Care?" at an American Business Women's meeting on Tuesday. This presents a HUGE opportunity for you to help them with this chore and accumulate a lot of names on your database.
Here’s a quick and easy strategy to WOW your clients and build your business by sending out “Change of Address” notices. Linda sends out note cards in envelopes but I’d suggest sending out a post card with an eye-catching photo of the home on the one side and the new address on the other. After a few weeks, ask your buyer clients if they got the post cards in the mail and if they need any more printed, or ask them if the emails were sent.
Every time you have a buyer client close, get a list of their contacts and mail a change of address post card FOR them to all THEIR contacts. This strategy leverages off the TRUST your buyers already have with their friends and family… so your mail is seen in a more positive light than when you show up uninvited (as in the case of farming for new clients). If you remember, you build momentum in your real estate practice by LEVERAGING off your existing activity to get more listings and buyers (as explained in full detail in Step 2 of the 3-Steps System).
Do you send “Just Listed” notices to neighbors, clients and your House List when you take a listing? How many of these Just Listed notices do you think you could send out over the course of your listing, and make enormous returns on your marketing dollars?  A lot, I’m sure! How would you like to learn a prospecting system that’s cheap, easy, and incredibly powerful at generating new clients, referrals and repeat business for you?
The prospecting system I’m going to share with you today involves using client stories on simple post cards.
Consider signing your card in your own handwriting (if there’s space), then reproduce it with each card. As Seth describes in the quoteA above, open and maintain conversation, ask questions, listen, build better products and market in a more relevant way - add value to the relationship with the consumer.

What insights do we have about our customers, their needs from online services and perceptions of our service? They paid you money - they bought into what you said and now have a unique perspective of what it is like to journey from finding you, to evaluating you against the competition, then deciding to purchase anda€¦ then what?
The questions we'd suggest that you ask are surrounding satisfaction with the process, what it's like to deal with you from an outside perspective.
It's the most common form of insights gathering though done last minute when things feel broken, it's certainly better than no insights, just.
Build relevant data capture at key buyer stages so that you learn more about your consumer as they near purchase, and beyond.
It's not that everything has to be commercially orientated either, though personally I'd ensure it ties back. If you can engage any visitor on at least some level, then worst case, you can see how well your content and messaging resonates with an audience. Do you understand the gap between your customer needs and your delivery and how do you improve and prioritise satisfaction? As a business tools like Twitter and Facebook are channels back to customer service, no matter what they customer wants, apparently.
Dell's approach is to listen to the whole market and seed out unhappy (and happy) customers in order they can pro-actively solve customer problems.
Both require tools, customer process and at the more progressed, Dell, high-end a CRM software or community of some form (see question 5 and 6). Blogs are a way to centralise this, to form the content hub, then repurposing your content into Facebook, Twitter, LinkedIn and Google+ represent additional ways to reach (with permission) and so re-connect. It's right-side up marketing in that sense since it has an inbound effect over interruptive outbound promotions that feel random to the recipient. How do we create an integrated communications lifecycle, integrating channels, content and marketing around the customer? Marketing automation can help here and Dave has reviewed marketing automation tools before in this post. The power is layering on purchase intent (inferred through click behaviour and explicit through web forms) to then tone up or down promotional intensity and the strength of offers as relevant to the consumer. Through measurement and then improvement through testing against objectives, it's only as complex as it needs to be for your organisation. This sample uses the Functional Resume Layout, as it deemphasizes the work history and employment dates and instead focuses more on the applicants skills. Directing people to your blog to see a new post or talking about the subscriber only sale will have an impact on your long term goals. Yes, backwards. Starting from my event I first just mark down the days and or times I will post to various platforms. I would highly recommend her as a presenter as she is current on all the in's and out's of understanding how social media can help your business grow.Celia Dutcher, Aloha Print and Copy Tamay Shannon of Where2Start Marketing is remarkably professional, thorough and impressively adept at her craft.
Then continue to follow-up with your all your new contacts (now that you have their mailing addresses) with a monthly real estate newsletter that is not all about real estate – so it’s welcomed and valued instead of trashed. To create these conversations and build relationships is challenging - the biggest challenge in marketing perhaps. You thank them if, they're lucky, reward them somehow, just re-sell to them or simply ignore them? Did you even meet the customer's requirements and is there a quality gap from the users reality. But better is designing insight capture into the marketing and sales process in a robust way, for example using email sequences since it brings the consumer to the marketing table. This can be as simple questions built into existing enquiry, purchase and post purchase forms. You can easily ensure that commercial goals tie to customer engagement or marketing KPIs by developing a simple matrix. Commercial sales are the end goal, and yet they're still preceded by a number of KPIs that are more manageable and meaningful to those working on the front line.
How this is done is dependent on what kind of organisation you are in terms of budgets and resources available. Layer on segmented email communications to such solid social media programme and you're pioneering brand communications! This is an area being pioneered by high-end, fully integrated marketing automation platforms like EDialog and Eloqua, and being made accessible to the rest of us by companies such as Genius, Office Autopilot and Marketo.
Integrating email communications, SMS and outbound with direct mail is pretty obvious and totally possible with these platforms since you get to design the communications sequences for each segment, and sub-segment.

Focus on the basics as to what content, tools and techniques drive re-engagement, referral and re-purchase evidenced by your measurement dashboard. This format is good for someone with holes in their employment history, making a career change or someone new to the workforce. It helps to build excitement about your events, releases, and updates that are happening in your business. Unlike other platforms you can’t really pin the same item multiple times so that your audience sees it. However, this can be slow going and overwhelming so give yourself some time to complete this. Not only is she aware of industry standards and social media marketing trends, she has an innate ability to help you see how to apply this knowledge to your business practices. There are no quick tips we can give here, but we can offer this structure which will step you through the decisions you need to make to work towards long-term relationships.
The first step is to understand how they perceive you based on the service and experience you have provided.
Of course you can target particular groups of customers with email, so they're powerful in this sense. Think about using tools such as Get Satisfaction for feedback too since it offers you progression into a feedback community and crowd-sourcing. Using this approach allows people at different levels, with different perspectives, within an organisation to see the value in an engagement or retention programme. Being useful adds an incomparable value to a consumer relationship post purchase as well as keep you front of mind. Marketing automation is a huge area and different platforms have strengths in different areas. However, make sure you are continuing to share interesting and relevant content for your audience. Also, your social media calendar is a living document and should change when your events change. Her enthusiasm, encouragement and genial nature yielded my trust absolute trust in her expertise. So you need to harness insights A you have about this super special group of people, and what insights could you have to help you do a better job to generate more sales? You can also use the "Watch don't ask" approach of using analytics to see what customers click on or don't click on.
For example, take the idea of customer making a second or third (repeat) purchase vs a referral of your brand to friends, both matter, both will tie to traffic to your domain and so can be tied to sale. Two reasons - you're connecting the consumer with others, and deepening their experience of subject area. Marketing automation includes analytics and intelligence gathering, automating lead generation and conversion and advanced cross-department workflow.
So long as the KPIs can be tied broadly to sale (question 1) then discussions with management are much simpler and meaningful at the commercial level.
In this post we’re going to delve into how social media will support your marketing efforts and how to create a social media calendar for that. Alternate between promotional posts, tips, engagement posts and more (Don’t forget video). You just need to create something that works for you and something you’ll do on a continual basis. For the customer, repeat purchase can manifest in 'lifetime value' commercial goals as well as 'new vs returning' visitors for the marketers using in Google Analytics. The practical start point is to take a lead from B2B marketers who focus around the automation of lead generation and lead conversion, with "get lead, convert lead" being the mantra, focussing mostly on email and outbound telemarketing in its simplest sense. You can just as easily use other counters of engagement, such as use of Facebook (usually more customer orientated) and any owned web property such as customer forums or groups. After only a brief conversation with Tamay, I was looking at my coaching business in a whole new light.

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