Your website provides you with real estate for validating claims and educating customers and should be a critical part of every marketing campaign, yet so many marketers toss up a landing page and call it a day. With eCommerce supplanting more and more brick and mortar stores, it may be time for you to re-evaluate your drip and nurture approach.
Our most-successful campaigns were our weekly direct-mail postcards and letters, nicknamed PUN (product-upgrade notice) and CUN (competitive-upgrade notice). These events were mailed each week to everyone in our quarter-million name database who owned a product undergoing an upgrade during the week or for which a competitive product had been announced.
Back in the day of direct mail, nearly all marketers had seed names in their list in order to monitor the delivery time of mailed campaigns as well as how authorized partners were using their list. Today, the only group I consistently hear speak of seed names are list vendors using them to monitor the number of times and how lists they rent and sell are being used.
I presented the Bottom-Up Marketing webcast last week for Target Marketing Mag and following the event found the same question had been submitted by a number of attendees. The question? How does a marketer get sales to follow up with leads? I came away feeling I had done a poor job of helping the audience to understand, it’s not, “how do you get sales to do what you want?” it’s “how do you give sales something they want to work with?”
As agencies, we often receive and have our clients’ credentials for all sorts of sites — email-automation application, FTP servers, hosting accounts, social media accounts, and more — but do you provide your client with adequate protection, including how you receive it and how you share it internally? I bet not.