Don’t Try This at Work!
So, you are responsible for the marketing to your customers to generate more business, but it’s not working very well. You really only have time to run an email campaign a month and your email open rates average about 15 percent; However, it is hard to quantify how much business you are generating. To combat this, you try increasing the number of emails you send out in a month in hopes of increasing your effectiveness. Sound familiar?
Have you considered that if your email open rates average 15 percent, that means 85 percent of the customers you are trying to reach are not seeing what you are promoting? In this day and age, there are many other digital ways to reach and influence your customers. And it is important to leverage four to five digital channels because not every one of your customers will respond to the same digital channel. In fact, Gartner Research predicted that lead management campaigns integrating four or more digital channels will outperform single- or dual-channel campaigns by 300 percent.
So, expanding the number of digital channels you use to reach your customers, such as targeted social, web, texting, conversational, is imperative to improving your marketing effectiveness. However, the problem is that you do not have the time nor necessarily the expertise to do this. Why? For each channel, you would have to learn a number of new software tools, maintain a number of contact databases, build additional content, set up and run campaigns, and then study the results.
Sounds exhausting, right? Yeah, so do not try this at work! You’ll need the help of an expert to get it right.