2013 Marketing Trends

What are your 2013 marketing resolutions?

There are a few things I'd recommend you do this year to make sure your marketing does what you need it to. Some ideas:

1) Make a plan. What are your business goals this year? Is there a level of growth you need to achieve? Are you opening new channels or locations? Are you launching new products? You should map your marketing plan to your overall business plan for 2013. Then, you'll be marketing intentionally and you'll see better results. This will also help you to discard tactics that don't support your business goals.

Plan. From Flickr user J'Roo.

2) Keep mobile in mind. Mobile marketing isn't going away - more of your customers will be looking at your web site or reading your emails from mobile devices than ever. In fact, more than 8 in 10 smartphone owners surveyed used their smartphones to research and browse for products for their recent holiday shopping.

Your takeaway? Remember, you may not need to spend lots of money developing your own mobile app, but you should make sure your web site and your emails are readable and clickable on a variety of devices. With so many people using touchscreens today, think about how you can make links more accessible. Also, can you make mobile buying easier with one-click buying?

3) Customize whenever you can. Are you still sending out identical non-personalized blast emails to your customers and prospects? How are they doing? There's a lot of good reasons to use dynamic content to personalize your messaging - customers want to know that you know who they are  and what they like. If you can help make their next purchase a little easier, everyone benefits. Also, by respecting prospects and meeting them where they are, you can get them ready for purchase in a way that feels more like a dialogue and less like a command to buy.

What are your 2013 marketing resolutions? Unsure how to get there? Let me know, I can help.

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Things You Can Do Now to Drive Sales, Traffic

It's easy to slip into the summer doldrums. People are on vacation, sales slow down, donations dry up, traffic disappears, and it's way too hot to do anything. Your business can't really take an extended leave of absence, so here's a few things you can do to get things moving again.

Lazy Summer: Flickr user Cali4Beach.

1) Borrow a move from Target's playbook, and have a summer sale. If you get their emails, you'll notice that they had a Cyber Monday sale earlier this week. What's cool about this is that no one else is having that kind of sale right now - Target's event really stands out. Check out this little website for a list of things you can celebrate with customers.

2) Have a secret sales event for your best customers. This doesn't necessarily mean you need to give them discounts, either. Do you have new products that you haven't put out to the larger market that you can promote just to them for a short time, or limited stock of certain items? This is a great way to say thank you.

3) For you nonprofits out there, what about a summer friend-get-a-friend campaign? All you need to do is ask your donors and members to recruit friends to your mailing list, or to your Facebook page (preferably both). Then, when it's time for you to do your next round of asks, you have plenty of new names with which to work.

What are you doing to beat the summer blahs? Please share!


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Twitter: Hey Dominion Virginia Power, You're Doing It Right

Last week, I gave Morgan Stanley Smith Barney some pointers on using Twitter a wee bit more authentically.

This week, I'd like to extend some props to Dominion Virginia Power, which used Twitter in a highly effective manner to keep more than 900,000 customers informed who were affected by power outages which began as a result of a derecho storm on June 29th.

Since the outages began, the folks who are in charge of Dominion Virginia's Twitter feed have been Tweeting pretty much non-stop, and they've done a great job using these tactics:

• Replying to pretty much every Tweet that's sent @DomVAPower. Their feed is full of @this and @that, and they do their best to answer every question.
• Referring people to the right resource. Sometimes customers are directed to call and report an outage; other folks are referred to press releases, interactive maps, or web pages that show outage status. Dominion uses the resource that best matches the questions customers ask.
• Partnering across the organization to get content out. Dominion is able to send customers to online resources that tell them what they need to know because the people who manage their web site are making those updates available non-stop, and the rest of Dominion's organization is working to get this information to their online team.
• Keeping the right tone. Dominion celebrates when we're happy our lights are back on and sympathizes when it's 100 degrees out and we still don't have A/C. I didn't see any tweets where they became defensive, inappropriate, or unhelpful.
• Being authentic and real. It's clear to me that real people run Dominion's Twitter feed and I appreciate them being available non-stop until everyone gets their power restored.

 
What's your takeaway?

• For certain types of businesses, Twitter can be an effective customer service tool.
• During an emergency, Twitter is a great way to let people know what's going on right now.
• Since everyone can see your tweets, you can answer many customer questions by replying to one tweet.
• Even though it took three days for Dominion to get power back on in my neighborhood, I still felt like they were doing their best. I knew they were on top of the situation because I could see what they were doing any time I checked their Twitter feed. I felt like Dominion was paying attention to the situation and that I could connect to them if I needed to. 
• Dominion uses its Twitter feed to show that it cares about its customers. Do you do that with your feed? How many of your tweets are broadcast news ("Check out our new...") and how many are conversations with customers? It might be time to tweak that ratio a bit.

What do you think about Twitter for crisis communications and customer service? Let me know in the comments.

Need help making your Twitter feed more nimble, authentic, and useful? Drop me a line. I can get you moving in the right direction.

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Listen To Your Customers, Stay in Business

If you've been reading the news this week, you've probably noticed that in light of terrible sales, JC Penney's new CEO resigned after his idea to simplify pricing and remove coupons from JC Penney's pricing structure backfired (more here).

The Internet is chock-full of lessons-learned articles, and the lesson that stands out most to me is "Know Your Customers, and Give Them What They Want." These folks are on to something.

Listening is important. Photo: John Morton.

OK, you say.

I won't be like JC Penney. I'll know my customers and give them what they want.

How?

The best way to tackle this problem is the direct way - by asking them.

Here are a few things you can try:

1) Ask questions on Facebook - open ended or you can use Facebook's questions functionality to do a multiple choice question. Facebook is a two-way street - you can post your content, but you can also use it to gather new content from your fans.

2) Ask questions on your other social channels, too - are you on Twitter, Pinterest, or Google+? Use those platforms to say "What do you think of this?" or "What do you want to see next?"

3) Survey your customers on email. Ask them how they'd like to hear from you, how often, and what about. Ask them what would make their customer service dreams come true.

4) Script some questions for your call center to ask. Are there common reasons that people call that could be resolved another way to everyone's satisfaction? Is there a product they wish you sold? Why do they shop with you and not the competition?

5) If you don't have product reviews on your web site, add them. They can be critical to helping your customers decide to buy, and to setting expectations appropriately. Also, when customers help each other, they build community and return to your site more. Reviews also make great content for, you guessed it, Facebook.

Next:

1) Listen!

2) Listen some more!

Then:

Collect all this feedback and look for themes. You'll probably be able to find several common things that customers think you can do better, and lots of things they like that you should continue doing. Implement this feedback where it makes sense, and you'll be on the way to happier, more profitable customers who appreciate that you took the time to get to know them and what they want.

What are you doing to make your customers' dreams come true? Please share.

Need help getting to know your customers and what they want? Let me know. I can help.

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Why Marketing and Inventory are Intrinsically Connected

You might think that the folks who handle your supply chain and logistics should be the only ones concerned with inventory, but you’re wrong.

Photo: Flickr user Hallenser.

Why?

Your inventory, whether it’s t-shirts, mobile phones, hotel room nights, or seats in your restaurant, is intrinsically connected to your marketing strategy, or at least it should be.

The state of your inventory tells you what to sell. For instance, say you own a local restaurant. You have a certain number of seats to fill every night - an optimum number based on the number of tables, your opening hours, and how long it takes the average customer to get through a meal without feeling too rushed (or ignored). 

There's a restaurant not to far from me where the owners have mastered the art of managing seating inventory well. First, they noticed that their weekends could be a little better. They had entertainment on Saturday nights, so they added it to Fridays. They are only a block or two from a local theater, so then they added a pre-theater menu on show nights. Their Sunday brunch was already busy, so they worked on making service more efficient so they could serve more people.

Weekends taken care of, they looked at the week. Thursdays filled up after they began advertising some great happy hour specials, most of which they already had in place. Wednesdays are packed thanks to trivia night. Tuesdays, they do a seafood special, and Mondays they're the place to be, thanks to half-price burgers. 

Everything they do is promoted on their web site, their Facebook page, and they regularly advertise in the local paper. They also make sure their pages on sites like Yelp, Menupages, Urban Spoon, and MerchantCircle are updated with the current menu and specials, and that they read all the reviews and respond if needed.

Thanks to the fact that customers know there's a good deal or some great entertainment around no matter what night they come in, the place is reliably busy - they are making the most of the inventory they have available, making sure that those empty seats are filled, rather than wasted. They've even hired a few new people, creating badly needed jobs.

Your takeaways:

• Look at what you have available, and sell that.
• If something you have is great, but isn't selling, try promoting it in a new way. 
• For inventory that's selling well, find ways to sell more.
• Always look for ways to make happy, loyal customers even more happy and loyal. 

Have an inventory problem? Let me know. I can help.

How are you making the most of what you have available? Tell me in the comments.

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How to Make Buying Easier for Your Customers

Today's question: Is your stuff too hard to buy?

Making it hard for customers to do business with you can drive them away faster than you can say “record low profits.” Retail sales are rebounding, but we’re not out of the woods just yet.

Shopping. From Flickr user Markles55.

If you want this year to be better than last year, then it’s time to take another look at each aspect of your business, which is why I’m asking you…

…Is your buying process easy enough? 

First, let’s look at your web site. 

How long does it take a customer to buy your product once they’ve decided what they want? Could it be faster? How many steps do they need to take?

Do you save purchasing information (contact info, shipping info, secure credit card info) for return customers? If not, why not? If you don’t have customer accounts and purchase data saved for one or few-click buying, now is a time to think about an upgrade.

Investments you make now will pay off big-time when the holidays roll around, and customers can easily buy whatever they see with one click. Price out your options (namely, with or without credit card data) and see what's really feasible. If it seems like too much, price it against the potential for missed sales (a financial pro can help you with that), and decide what's right for you.

Pro tip: Don't forget that you may also be able to ease the buying experience without some of the expense with tools like Paypal and Google checkout.

Remember, customer accounts drive loyalty - customers will return where it’s easiest to buy, especially when they’re on their mobile devices. No one wants to key in their data over and over again on a small screen when they can save it once on their bigger screen and buy anytime.

Let's take a look at your stores, too: 

Now is a great time to have your wisest friends mystery shop your store and report back. Could they find what they needed? Did anyone offer to help? Was it a consultative experience, with your salespeople offering expertise and recommendations?

How long did it take to check out? Are there places where you can streamline things without making people feel hurried? When your stores are busy, do you have the right systems and staffing in place to keep lines from getting too long?

And finally, are you capturing customers' phone numbers or email addresses, so you can communicate with customers again and track purchasing history?

Again, now is the time to upgrade, change, and rejigger anything that needs fine tuning, so your staff is used to performing at their best when busy times roll around.

Another pro tip:  Direct Mail isn’t dead yet. This recent Forbes article claims that physical marketing still leaves a deeper impression than online marketing. Time to mail your loyal fans a postcard, perhaps?

Need help getting to all systems go? Let me know. I can help.


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Some Holiday Thoughts for 2011

From Flickr User ThisParticularGreg.

The week before Christmas is always so hectic, whether you celebrate the holiday or not.

People running around, getting ready to be away from work and school next week, and getting all that last minute baking and shopping done.

I'm not going to give you any new marketing advice this week - though if you have any super last-minute promotions, now's the time - but encourage you to take a minute to remember why you're in business in the first place.

What's the most important thing about your business?

The people.

Your employees, partners, vendors, clients and customers. 

You might have an A-1 business plan, the latest technology, and a super-cool product, but it won't make a difference if you don't honor, respect, and connect with the people in your working life.

Take some time today to say thanks - to your customers for buying, to your vendors and clients for doing business, and to your employees and partners for their support. Without recognition and positive energy, your best customers and employees will be seeking greener pastures. Your vendors perform better when they know you appreciate what they do.

I also want to thank you for reading this blog and for doing business with me. Without your support, feedback, and wonderful projects, I wouldn't be here. I hope that you and yours enjoy a warm, wonderful holiday season this year as a wonderful prelude to a successful 2012.

How's Your Week Going So Far?

It's been a big week so far...

According to the National Retail Federation, 226 million shoppers spent $52.5 billion on Black Friday, an average of $398 per person. This is up 14 million shoppers, $7.5 billion overall, and $33 per shopper compared to last year. The stock market has been feeling optimistic all week.

From Flickr user storebukkebruse.

So far, the word on Cyber Monday is positive, too, with Multichannel Merchant reporting a 33% increase in sales over 2010 numbers. Average order value was also up - about $5 over last year to $198.  See this article for other important points - like the mobile device/tablet factor, and the effect of social media on shopping.

So, is it time to celebrate yet?

Sure, but you're not done yet, unless you're 100% sold out of merchandise and you've surpassed all of your annual goals. Sometimes early good news means bad news later - we won't really know how the 2011 holiday season is really doing until the after-Christmas sales are over.

Still, this seems like an auspicious beginning to me - customers are feeling more optimistic than last year,  merchants are offering lots of deals and options, and people may have a bit more cash for gifts, having paid down record amounts of consumer debt over the past few years.

What's next?

Keep going - your customers are still looking for gift ideas, new packages, and great deals. Shopping may slacken a bit later this week, but it will swell again the week of December 11th as shipping deadlines loom with major retailers. Make sure you're staying in touch with customers who've bought once - if they've had a good experience buying Mom's gift from you, they may come back things to give Dad, Sis, or Aunt May.

How's your week going? Drop me a line and let me know.

Confident Consumers and Consumer Confidence

The Consumer Confidence Index®, which had improved a bit in July to 59.2, was down sharply at the end of August, to a worrying 44.5 - a 14.7 point drop.

Pensive piggy bank. Photo: Flickr user Bradipo.

How does consumer confidence affect your business?

Consumers are feeling pinched by gas prices, which remain fairly high, and poor job prospects, which aren't getting any better. Consumers surveyed felt that the short term outlook wasn't improving, and this means they are going to be holding off on purchases.

Couple this with the fact that negative customer reviews now mean more than ever, and you've got a recipe for slow sales.

So what do you do?

It's up to you to make your customers feel more confident - enough to buy from you for the first time, or to buy again. There are a couple of things you should consider here.

1) What's your guarantee? Do you have a 100% satisfaction guarantee? Customers want to know that you'll stand behind your product.

2) What's your return policy? If people change their minds, is it easy and quick to send it back?

3) How are you dealing with any negative reviews and problems? If you're not addressing these issues, and letting people know you are, people will be looking for a brand that's more reliable.

4) Like Mom said, don't you catch more flies with honey? Now is a great time to thank your customers for sticking with you during this difficult time, and to offer them incentive to shop with you again.

What about you? How are you sticking it out in these days? Drop me a line or leave a note in the comments section.

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News this week: Daily Deals, Social Networks, Customer Reviews

What should you be paying attention to this week?

Photo: Tim Malone, www.timmalone.id.au.

Is the daily deal bubble bursting? Facebook and Yelp getting out of the daily deal business, Groupon traffic is down 50%. I agree with the folks at Mashable, who say that customers will always appreciate a great deal, but this concept has reached its saturation point in the US. (Mashable)

Your takeaway? Here are my two cents on the daily deal concept. While the trend isn't over and will continue to evolve in different ways, it's still important to make sure it's financially advantageous for you to participate. You can always do your own coupons to your own customer list without these deal sites if you want.

65% of American adult Internet users are on social networks like Facebook, Twitter, and Google+, according to a new report from the Pew Research Center. This is up 4% from last year. The Baby Boomer generation is seeing the most significant growth, up 60% over last year. (Pew Internet)

Your takeaway: If you're not participating in at least one social network, it's time to try this out. You don't have to be on all of them, but test Facebook if you're consumer-oriented, or LinkedIn if you're B-to-B. Also, if your customer cohort is age 50+, you officially have to stop ignoring social media - your customers are on it and they'll be looking for you there.

Negative customer reviews growing more powerful, with 80% of consumers indicating that they've changed their mind due to negative reviews of a product which they were considering. On the flip side, 87% of consumers surveyed said that positive reviews helped them decide to make a purchase. (MediaPost)

Your takeaway: It's always a good idea to allow customers to review your product. If you do, make sure you also have the ability to respond publicly to poor reviews and resolve customer issues. Bad reviews can be overcome if you'll step up and make it right with those customers.

What's on your mind this week? Please share in the comments.

Have a great weekend, and thanks for reading!

Low Cost Sales Channels

Last week, I wrote about using different sales channels to find better customers. I mentioned that it might  be a good idea to figure out which customers are the most costly to serve and the least profitable, and direct them to lower-cost channels.

This is only part of the story.

Adjust customer channels to find the right balance
of profitability. Photo: Flickr user Dustin.Askins.

Just because a customer is expensive to serve, doesn't mean that customer is the least valuable. In fact, customers who require a lot of time, energy, and money can certainly be very profitable customers.

The key, then, is aligning client profitability with the appropriate channel, or balancing profitability across channels.

How does this work?

I used to work for a large company that served customers in several different ways. There were low cost channels and high cost channels, and I think we did a pretty good job of aligning customers accordingly.

Our low-cost channels included web sales and telesales. It was inexpensive for our company to do business online and via our call centers, so, where possible, most customers were directed to one of these channels - "Just call or click," we'd say.

Our retail stores were medium-cost, because we were able to effectively bring in new customers this way, and sell them lots of profitable add-ons. Once we had these customers in the fold, they were encouraged to deal with their bills and any additional service they needed via lower-cost channels like web and telephone. In this way, we balanced channels so that high-value sales, like signing up for new service and purchasing equipment and accessories could happen in-store, and lower value activities, like address changes and billing questions, could be directed to lower-cost channels while still providing customers with great service.

Our highest-cost channels were what we referred to as "National Accounts." This included a sales force who called on businesses with multiple customers in-house. While it was expensive for us to maintain this sales force, provide them with the right equipment and tools, and send them all over their territories to meet with customers in-person, it was still profitable for us to serve customers this way since these were very high-value customers that provided a high rate of annual revenue.

So, what's the moral of the story?

Take a look at your channels, and make sure you're putting your energy in the right place. There's nothing wrong with a high-cost channel as long as you're getting a return on your investment.

How do you balance across channels and where are you realizing economies of scale? Need help doing this?  Let me know.

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How to Find Better Customers

The last couple of years have been hard on retailers. Customers expect sale after sale, more and more discounts, incredible service, and tons of freebies. And loyalty? Forget it. There's always another deal around the corner.

Photo: Flickr user Zizzybaloobah.

So how do you find better customers?

Reward the behaviors you want, and discourage the ones you don't.

First, examine your best customers.

How profitable are they? What are they buying? Are they on your email list? Do they follow you on Twitter? Are they your fans on Facebook? What's converting them to buy, and buy again?

In the process of this examination, you might find that your best customers are frequent responders to your Facebook promotions. That's great, but how can you use this knowledge?

Second, reward the behaviors you want.

If Facebook is your most profitable channel, then make your promotions even more profitable by crafting deals with the greatest possible margins.

Encourage customers on all channels to join you on Facebook as well. If your Facebook promotions are generating the most profitable customers, the more fans you have, the better.

Third, discourage the behaviors you don't want.

Which customers are the most expensive to serve? How can you redirect them to more profitable channels? If you find, for example, that customers who call your call center are the least profitable, consider adding more ways in which to serve them, perhaps encouraging them to use instant messaging, online resources (your FAQ are comprehensive, right?) or Twitter to ask questions.

Re-examine your shopping cart - is it too difficult to buy online? If you have a two-screen process, can you get it down to one screen? Can you highlight the safety and security of your shopping cart process?

At the same time, make sure your customers still have several options for both sales and service- your stores, call center, web site, and email. You don't want to turn people off unless you're absolutely sure you don't want their business.

What are you doing to reward your best customers? Please share in the comments.

Don't Make Fun of Your Customers

A letter from a little girl who decided to run away because her parents were teasing her is taking Facebook by storm. The writers at Cafemom have wisely pointed out that we have to be careful when we make fun of our kids - they are sensitive and things that seem trivial to us can be big deals to them. Maybe it's time to give our kids a bit of a  break.

Hug a customer today, but only if they want to.
Photo: Kevin Dooley, from Flickr

How about you stop making fun of your customers too?

What, you say? I love my customers!

It's time to look in the mirror, and ask some hard questions.

When a customer has trouble using your product, do you assume that they are doing it wrong?

Do you secretly think that some (or most) of your customers are stupid?

Do you secretly (or maybe not so secretly) think that your customers can't take care of themselves in basic ways?

Do you think that people are a bit silly to pay your prices?

When someone has a problem with your email marketing content, do you offer to take them off the list, rather than discuss the issue?

Do you think you don't owe your customers an answer as to why you price the way you do, why your terms and conditions are the way they are, or why they receive so much marketing material?

If your answer to any of these questions is yes, let's re-evaluate your relationship with your customers.

Your customers are your lifeblood. They're the reason you exist. Without them,  you'd be broke and your staff would have to find other jobs.

So stop making fun of your customers. Respect them, take good care of them, and respond to their questions graciously, no matter how silly they might seem.

How are you showing your customers some respect these days? Please comment on this post.

Why Social Media Matters to Your Business

I've worked with a number of businesses now that were a little afraid of engaging with customers on social media. Online. Where everyone can see.

Listen to your customers and they will listen
to you. Photo: Wayne Large, via Flickr

What are they worried about?

"Anyone can follow us!"

"We can't control what they say!"

"People can complain publicly about our product!"

"This will change our reputation!"

Sorry people. These aren't bad things - these are great things for your business.

Let's break this down, one misconception at a time:

"Anyone can follow us!"

That's right. Anyone can follow you on social networks - people who already love your brand, people who have bought from you once, people who are thinking about buying your product, people who want to learn more, AND all of their friends, and their friends, and their friends too. So, if you're opposed to this, you're saying that you really don't want to increase your reach and you really don't want to let more people know you exist. What kind of business doesn't want to grow? You tell me.

"We can't control what they say!"

That's right - people can say what they want. They can talk about ways they are using their product that you haven't even thought of, little bugs you might not have even noticed, other stuff they wish you would sell, and ask you questions about how to use it. They can also talk about how much they love, love, love what you do, and tell their friends all about it.

"People can complain publicly about our product!"

It's true. People can complain as much as they want, and tell as many people as they please. This is what most businesses are afraid of, but I promise that this is a good thing. When customers complain publicly, you have a chance to make it right, also publicly, and then that customer will thank you and appreciate you, also (you guessed it), publicly, for everyone to see. You know what your future customers want? Not just a great product, but a company that stands behind that product and makes it right when there are problems. Here's your chance to prove it.

"This will change our reputation!"

Yes it will. You'll be known for real love instead of polite disdain. You'll be known for closeness instead of distance. For care instead of neglect. For engagement instead of willful ignorance. I don't see a problem here. If you do, then you need to reexamine why you're in business to begin with.

Need help going social? Let me know.

Be social with me - I'm on Twitter and Google+.

On Building Trust

One of the most important things your potential (and current) customers need to do is trust your business. After all, if they don't trust you, why would they buy from you? Why would they recommend you to others? Why would they follow you via social media?

Photo: Flickr user Sahaja Meditation.

Here's how to build that trust:

Mean what you say and say what you mean. Keep your promises.

Be available. Answer phone calls, emails, and posts on twitter, Facebook, and Google+ promptly. If your company is reviewed on other sites like TripAdvisor or Yelp, keep track of reviews and reply appropriately.

Stand for quality. Provide a quality product and resolve complaints quickly and fairly.

Appreciate what you've got. When customers publicly thank you for the great work you do, acknowledge it.

In short, treat your customers the way you want to be treated. The best way to build trust is by simply being trustworthy.

Related posts:

Refocusing on Your Customer
Don't Rickroll Your Customers - Offer Better Service
A Tale of Two Customers - Why Customer Service is Marketing Too

Refocusing on Your Customer

photo © 2008 Buck | more info (via: Wylio)
Things are getting hectic these days, right? You're researching mobile apps, testing new channels, and preparing for the holiday selling season. With so much going on, it's easy to forget who's most important to your business - your customer.

Take some time out of your busy day today to think about your customer...

• Who are your primary customer groups? Recent retirees, new parents, high school students?
• Why do they come to you?
• What problems do you solve for them?
• What drives their loyalty?
• What else can you offer them?

Have you been letting them slip away? Now's a great time to remind them you're here for them and why they decided to do business with you in the first place. Say hello, ask how they're doing, ask how you can help. Make today Customer Day.

Need help? Let me know - I can help!

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