So, you’re responsible for marketing to your customers to generate more business, but it’s not working very well. You really only have time to run a single email campaign a month (maybe) and your email open rates average about 15 percent, making it 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. Knowing this, we have learned it is important to leverage six 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—targeted social, web, texting, conversational—is imperative to improving your marketing effectiveness. However, the problem is that you don’t necessarily have the time nor 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 don’t try this at work! You’ll need the help of an expert to get it right.
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