Marketing is literally understood as “the art of sales in marketing” in which you conduct many different marketing activities to learn about target market, customer’s need and want, and the way to meet their needs and generate profits.
To attract people’s attention, company uses a lot of methods, such as trading show to introduce the product, the symposium, sending e-mail, making cold calls, advertising on TV, radio, doing campaign, writing blogs, etc … The marketers eagerly tried every way to send their information to customers. Although their efforts bring success in the early stages, it creates the opposite effects, and increases ineffectiveness in the later stage.
People are annoyed by the massive amount of information that marketers impose on them, and they increasingly prove uncooperative attitudes. For example, emails are deleted without opening (they even use blocking software spam or withdrawn from your email list), and switching channels when TV / radio display advertisements.
That is the reason why most of companies move to new marketing strategy, inbound marketing. Nevertheless, we cannot deny the benefits of Outbound Marketing. The problem with Outbound Marketing is because marketers use it in the wrong ways. There are many elements in Tradition Marketing which can bring huge profits and can be substantially more successful for business when we do it right.
According to the Capterra Sales & Marketing Blog,
For every $1 spent on email marketing a business may receive an average return of $44.25.
It is a living proof that email marketing is certainly not dead. Email Marketing is surely alive!
For the rest of the blog, I will discuss about the Close stage in Inbound Marketing Methodology, and how to covert leads to customers successfully.
Email is one of the important components is the Close stage which notably contribute the success to business by transforming leads to customers. Therefore, we must know how to use email in the right way to maximize its advantages.
What will you think when you receive a marketing email with your name on it?
To me, I feel very surprised and respected, albeit I know it is just a marketing email. I think it is a clever way to change the “face” of email marketing, from Cold-Email to Warm-Email.
After doing some research and reading some materials, I have boiled them down to following points I believe to be the most important which can help businesses to build effective email marketing strategies.
1. Don’t treat your contacts like names on a list, treat them like people
If you’re a Constant Contact customer, you can group contacts into separate lists and create emails that are unique to their specific needs and interests. You can also create a series of automated emails with our Autoresponder tool to send to specific lists with information and offers relevant to them.
2. Send relevant content that has value to your recipient
Show subscribers you’ve got more to offer than deals and discounts. If you’re not sure what your email audience is interested in, consider sending an online survey. Constant Contact’s survey campaign makes it easy to collect feedback from your email audience and can help you better understand what makes your customers tick.
3. Never share your email list
Constant Contact’s contact management tools make it easy to protect your customer’s information. In addition to email address, you can also collect important details like demographic data, location, and even past purchasing behavior.
4. CATS rule
5. HEART To HEART rule
Investing time and energy in your customers will empower them to do the same for you. In short, you have to think of your customers as more than customers. You should think of them as your friends. Hence, when you send email to your customers, you will choose information that you want to share with your friends. If you do really care for your customers, they will feel it too.
Another step of the Close stage in Inbound Marketing Methodology is SMARKETING. SMARKETING is critical to inbound success.
What is SMARKETING?
According to Wikipedia definition,
SMARKETING is the process of integrating the sales and marketing processes of a business. The objective is for the sales and marketing functions to have a common integrated approach. This can lead to annual revenue growth of up to 20%, according to a study in 2010.
The Complete Guide To Inbound Sales ebook has clearer definition about SMARKETING,
“Marketing + Sales = Service Level Agreement” is an agreement, almost like a contract, between the two teams, designed to help them work cohesively, put equal effort into the process and hold each other accountable for the results.
Normally, when marketers run a campaign or do inbound and outbound marketing, they do not have “Sale” term in mind. All they know and want is achieving high conversion rates, but there is no guarantee that high conversion rates can convert into high sales percents. By implementing SMARKETING strategy, aligning both marketing and sales around the same goal will help businesses solve the problem.
To integrate SMARKETING to business, HubSpot has recommended 5 following steps:
- Speak the same language.
- Implement a service level agreement.
- Set up closed-loop reporting.
- Rely on data.
- Maintain open communication.
Nowadays, with the revolution of technology, a lot of business softwares are released to support business’s performance. SIDEKICK, HubSpot CRM, INSIGHTSQUARED, TINDERBOX, etc are great inbound sales tools which help to synchronize sales, marketing, customer service more efficiently.
Overall, as marketers or sale people, the ultimate goal of them should be provide a relevant, personal, and delightful experience for each of their prospects from start to finish. It is also business goals, beside generating huge profits. Having good tactics for inbound marketing become meaningless when we do not have effective team. Therefore, the more effective and efficient SMARKETING team is, the more successful business will gain.