BarnRaisers


8 bad marketing automation practices to stop doing now 0

Posted on August 28, 2016 by Rob Petersen

marketing automation

  • 49% of companies use marketing automation.
  • 55% of B2B companies use it (emailmonday)

Marketing automation refers to software automating marketing actions. It’s used to automate repetitive tasks such as emails, social media, and other website actions. It’s a case where technology makes tasks easier.

But does easier make it better? Although the numbers say half of companies use marketing automation, do they use it well or badly?

How to tell? Here are 8 very bad marketing automation practices.

All of these, unfortunately, have happened to me. Have they happened do you?

1. LAUNCH RIGHT INTO THE HARD SELL: On the internet, it’s hard to make yourself approachable. How to do it is provide thoughtful content your audience values without asking for anything; rather, you explore common interests until your prospect is ready to buy. This is called social selling. Yes. It takes time. But it delivers a prospect who feels they know you and is more ready to take action. Here’s what not to do.

marketing automation

2. BRAG BEFORE KNOWING YOUR AUDIENCE: The best thing to do when sending a message to someone who doesn’t know you is show you understand them. The worst thing is brag about yourself. Here’s a good example of the latter.

ma_1-resized-600

 

3. BELIEVE CLEVERNESS COVERS UP YOU’RE A PEST: More is not better with marketing automation. If someone hasn’t taken any action, they’re either not interested or not ready. A very bad idea is bugging somebody like this:

marketing automation #3

4. USE GENERIC SUBJECT LINES: Your first chance, and probably only, to make a good impression is the subject line or headline of your content. Here is a sampling of subject lines from emails I’ve recently received: “It’s finally here,” “I want you back,” “As per my last email,” “After checking your services,” “Am I still welcome here?” All have been generated by marketing automation. Why would anyone open any of these?

5. SET IT AND FORGET IT: Although marketing automation makes tasks easier, it can also make tasks much less compassionate. This is especially true in social media. Below is an automated Tweet from the journal American Rifleman, which is associated with the National Rifle Association. It was pre-set to forget. But it went out as details surrounding the tragic shooting at a movie theater in Aurora, CO were being released. The respond below the NRA Tweet was not set to forget.

marketing automation #5

marketing automation - nra

6. NOT ENABLING SOMEONE TO UNSUBSCRIBE: The CAN-SPAM Act is a law that establishes requirement for commercial messages, gives recipients the right to have you stop emailing them, and spells out penalties for violations. The law states:  “Once people have told you they don’t want to receive more messages, you must honor a recipient’s opt-out request within 10 business days.”

7. TURN A DRIP CAMPAIGN INTO A DOWNPOUR:  A Drip Campaign s a method used in direct marketing to acquire customers through repetitive marketing actions. It involves sending marketing information to prospects repeatedly over longer periods of time in order to nurture prospects or leads. After once opening an email generated by marketing automation, I received the response below in less than an hour. Obviously, something I won’t do again.

marketing automation #7

 

8. DON’T BE A SORE LOSER: To anyone who uses these bad marketing automation practices, my guess is you are not seeing any success. If you’ve ever written an email like this, you’ve come to the point where you have to seriously evaluate your use of marketing automation.

marketing automation #8

Do these examples of bad marketing automation practices help which what you should and shouldn’t do? Have any of these every happened to you?

50 facts about online consumer behavior not to ignore 2

Posted on August 21, 2016 by Rob Petersen

online consumer behavior

81% of consumers research online before buying. (GE Capital).

If the goal of marketing is to reach the consumer at moments that most influence their buying decision, then understanding online consumer behavior is key for any business.

Here are 50 facts about online consumer behavior not to ignore. They start from finding your audience, selling to them to, satisfying them and keeping them satisfied.

FINDING YOUR AUDIENCE

  1. 97% of consumers turn to a search engine when they are buying a product vs 15% who turn to social media. (Conductor)
  2. 96% of consumers have searched for product information from their mobile device. (Google)
  3. 95% of Millennials expect brands to have a Facebook presence. (Social Media Examiner)
  4. 94% of B2B buyers research online for purchase decisions. (State of Procurement Study)
  5. 89% of shoppers do online research before purchasing an item in-store. (Interbrand)
  6. 88% of consumers made their final purchase in store. (GE Capitol)
  7. 88% of consumer trust online reviews as much are personal recommendation. (Search Engine Land)
  8. 87% of Gen X’ers (30- to 44-year-olds) and  70% of those ages 45 to 60 think brands should, at the very least, have a Facebook page. (Social Media Examiner)
  9. 85% of all consumer purchases are made by women including everything from autos to health care. (Greenfield Online)
  10. 80% of consumer internet video traffic will come from video in 2019, compared to 64% in 2014. (Cisco)
  11. 79% of shoppers feel empowered by technology because it provides access to information. (GE Capitol)
  12. 28% of all online activity is spent on social networks. (Global Web Index)
  13. American Adults spend 5.5 hours a day viewing video content. (eMarketer)

SELLING  TO THEM

  1. 81% of customers reach out to friends and family members on social networking sites for advice before purchasing products. (Digital Buzz)
  2. Consumers spend an average of 79 days gathering information before making a major purchase. (GE Capitol)
  3. 77% of online shoppers use reviews to make a purchase decision. (Digital Buzz)
  4. 60% of consumers prefer to share their information about the products with others online. (Research Gate)
  5. 50% of shoppers have made a purchase based on the recommendation of the people they follow (and like) on social networks. (Digital Buzz)
  6. 50% use their smartphone to look up restaurants/bars, and 31% to research or book travel. (Google)
  7. 42% of shoppers spend over half their shopping time doing online research. (Interbrand)
  8. 38% of people buy online because of low prices. (RubyMarketer.com)
  9. 35% intentionally carry their smartphone while shopping so they can comparison shop. 32% said they had changed their mind about purchasing in-store based on information found online while shopping. (Google)
  10. 35% of American smartphone users have purchased through their mobile device, 68% of those within the last month.  However, 65% still prefer to purchase while on their computer. (Google)
  11. 33% of men and 38% of women don’t buy online because they want to touch the product before the buy it. (RubyMarketer.com)
  12. 5-20% is probability of selling to a new prospect. 60-70% is probability of selling to an existing customer. (Marketing Metrics)

SATISFYING THEM

  1. 89% of consumers have stopped doing business with a company after experiencing poor customer service. (RightNow Customer Experience Impact Report)
  2. 83% of consumers require some degree of customer support while making an online purchase. (eConsultancy)
  3. 76% of consumers believe the customer service they received shows how the company values them as a customer. (Aspect Consumer Experience Survey)
  4. When shopping online, 58% of women and 44% of men are concerned about the cost of shipping. (Three Deadly Venoms)
  5. 45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. (Forrester)
  6. 45% of companies offering web or mobile self-service reported an increase in site traffic and reduced phone inquiries. (CRM Magazine)
  7. It takes 12 positive customer experiences to make up for one negative experience. (Parature)

KEEPING THEM SATISFIED

  1. 80% of companies say they deliver “superior” customer service while only 8% of customers feel the same way (Lee Resources)
  2. 75% of consumers believe it takes too long to reach a customer service agent (Harris Interactive)
  3. 70% of buying experiences are based on how the customer feels they are being treated.  (McKinsey)
  4. 62% of online shopper are brand loyal. (Interbrand)
  5. 60% of consumers state their expectations for customer service are higher now than they were just one year ago. (Global State of Multi-channel Customer Service Report)
  6. 59% would try a new brand or company for a better service experience. (American Express)
  7. 55% of consumers would pay more for a better customer experience. (Salesforce)
  8. 50% of consumers believe customer service agents fail to answer their questions.
  9. 42% of service agents are unable to efficiently resolve customer issues due to disconnected systems, archaic user interfaces, and multiple applications. (Forrester)
  10. 33% of consumers would recommend a brand that provides a quick but ineffective response. (Nielsen-McKinsey)
  11. 19% think it’s very important that retailers have mobile friendly websites (GE Capitol)
  12. 17% of consumers would recommend a brand that provides a slow but effective solution. (Nielsen-McKinsey)
  13. 10% increase in customer retention levels result in a 30% increase in the value of the company. (Bain & Co)
  14. Americans tell an average of 9 people about good experiences and 16 about poor experiences (American Express)
  15. It is 6-7 times more costly to attract a new customer than it is to retain an existing customer.  (White House Office of Consumer Affairs)
  16. A customer is 4 times more likely to buy from a competitor if the problem is service related vs. price or product related. (Bain & Co.)
  17. Consumers are 2 times more likely to share their bad customer service experiences than they are to talk about positive experiences.  (2012 Global Customer Service Barometer)

Do these facts help you to better understand online consumer behavior? Do these cause you to think about your marketing? Does your business need help navigating online consumer behavior?

7 straightforward steps to measure and manage success 0

Posted on August 14, 2016 by Rob Petersen

measure and manage success

“If you can’t measure it, you can’t mange it.” – Peter Drucker

Management consultant, educator and author Peter Drucker, who is often associated with this quote, means you can’t know whether or not you are successful unless success is defined and tracked.

Without clear metrics for success, you’ll never quantify progress and be able to adjust your process to reach your goal. You’ll always be guessing.

How do you get there?

Here are 7 straightforward steps to measure and manage success with plenty of examples.

1. DEFINE WHAT SUCCESS LOOKS LIKE: Success is the achievement of an action within a specified period of time by a specified parameter. Begin with the end in mind. Success looks different based on the type of business and vision of its leadership, but it can’t measured if it can’t be articulated. Here are some examples.

  • Find new customers and get a larger market share than competitors
  • Improve closing ratio from 30 percent to 45 percent
  • Convert 10% of prospect into customers within a year
  • Reduce employee turnover by 25%
  • Earn a substantial return on investment for shareholders who risked their capital in the venture
  • Do ordinary things extraordinary well – Jim Rohn
  • Doing it for yourself and motivating others to work with you in bringing it about – Richard Branson

2. DECIDE WHAT TO MEASURE: “What gets measured gets done” is attributed to Peter Drucker, Tom Peters, Edwards Deming, Lord Kelvin and others. Somebody believes deciding what to measure achieve results. To decide, choose activities and services at the core of what you do and your biggest costs of doing business Think about how they will make your business successful or how they could be improved. Some examples of what to measure are:

  • Number of new leads, sign ups or subscriptions
  • Conversions of leads to sales
  • Sales from returning customers
  • Number of customer complaints
  • Number of returned items
  • Time it takes to fill an order
  • Percentage of incoming calls answered within 30 seconds

3. GET ON TOP OF FINANCIAL MEASURES: In order to achieve success, you need to know how it has to be understood financially. Cash flow is of fundamental importance and can be a particular concern for growing businesses. Most businesses target profits as the key financial metric. It’s important to know how to measure profitability. Key profitability measures to know are:

  • GROSS PROFIT MARGIN: How much money is made after direct costs of sales have been taken into account.
  • OPERATING MARGIN: How much does it cost for the business to run. Overheads are taken into account, but interest and tax payments are not. For this reason, it is also known as the EBIT (earnings before interest and taxes) margin.
  • NET PROFIT MARGIN: When all costs are taken into account, not just direct ones. So all overheads, as well as interest and tax payments, are included in the profit calculation.

4. SELECT KPIs: Key Performance Indicators (KPIs) are business metrics tied to targets. They are used to evaluate factors that are critical to success. KPIs are the actionable scorecard that keeps business strategy on track. KPIs are applicable to your growth cycle and identity your target audience considering their point of view. They are the measurements that matter. Some examples are:

  • Number of new accounts over a specific time period compared to past performance
  • New revenue measured against the money investing in new marketing campaigns
  • Sell-off of investory in a given year
  • Customer acquisition cost
  • Customer lifetime value
  • Sales by region
  • Employee turnover rate

5. LISTEN TO CUSTOMERS: Measurements are based on your needs but, if your needs include your customers, you won’t achieve success unless you listen to their needs. Consider their individuals need, what they think of your brand, your competition and what their future needs are. Some examples of measurements that show you’re listening to customers are:

  • Customer acquisition cost
  • Churn Rate
  • Net Promoter Score
  • Number of customer complaint
  • Time to resolution
  • Customer engagement
  • Annual customer value
  • Lifetime customer value

6. ASSESS EMPLOYEE PERFORMANCE: A company is only as good as the talent behind it. Consistently and accurately evaluating employee performance is essential not only to individual success, but to the overall success of an organization.

  • Employee turnover rate
  • Percentage of responses to open position
  • Employee satisfaction
  • Qualtity of work
  • Employee efficiency
  • Revenue from new ideas and innovation from employees

7. COMPARE AGAINST OTHER BUSINESSES: One of the best ways to keep your business operating successfully is by continually measuring and comparing its performance against competitor averages. Some basic but important measure of comparison include:

  • Sales
  • Market share
  • Channels of distribution
  • New products and/or product improvements
  • Website visits
  • Employee satisfaction

Are these steps straightforward enough for you? Is there anything else you would include? Does your business need help measuring and managing success.

5 top ways influencer marketing works for business (infographic) 1

Posted on August 07, 2016 by Rob Petersen

  • 93% of professionals say influencer marketing is effective for building brand awareness
  • 76% say influencer marketing is effective for generating customer loyalty
  • 73% say influencer marketing is effective for lead generation

These are just some of the stats and facts from Shane Barker’s infographic below. And, as the graph from Google Trends shows above, influencer marketing is on the rise

Influencer marketing can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers.

When a brand identifies influencers, they often look at number of followers that identity has on social platforms. Influence isn’t just having a lot of followers. It’s also driven by expertise and credibility on subject matter and the relationship between the influencer and his or her followers.

Is influencer marketing right for your business? How do you go about it. Here in an infographic on the 5 top ways influencer marketing works for business from a number of vantage points.

influencer marketing

We’re grateful to Shane Barker for this thoughtful and well-researched infographic.

Does this explain if influencer marketing is right for your business?

02090b9

Shane Barker is an accomplished digital marketing consultant. From working with celebrities on digital reputation management to obtaining a #1 national ranking with PROskore as a social media consultant, Shane has built an impressive list of accomplishments in digital marketing. As a regular contributor to publications like Salesforce, Yahoo Small Business, Marketing Profs and others, he continues to grow and share his knowledge.

10 best KPI dashboard templates to keep strategy on track 0

Posted on August 01, 2016 by Rob Petersen

KPI Dashboard Templates

A KPI (Key Performance Indicator) is a metric tied to a target. It demonstrates how effectively a business is doing at achieving its objectives. Good KPIs act as a compass guiding an organization on the right path to success.

KPI dashboard templates simplify complex data sets through data visualization to provide at a glance awareness of current performance to help make better business decisions.

Which ones should you consider?

Here are the 10 best KPI dashboard templates to keep your business strategy on track.

DATABOX:

KPI Dashboard Templates - Databox

Databox allows you to create your own database or import an existing database from any source.You can add Images to your data, select your style, fonts, colors and then publish your database for the web – including On-Line Searching of your published data. Databox is a mobile-first business analytics platform built to help you understand what’s going on with your business. Supported by many visualization types (line, bar, pie charts, funnels, tables, …), you can present your data on your office TV, and collaborate and discuss your metrics with others

DOMO:

Domo - KPI Dashboard Templates

Domo Combines a powerful backend that sits on top of and connects into any existing system where data lives, including those for customer relationship management, enterprise resource planning, human resources and financials, as well as any data repository or current reporting system. is a great self-service business intelligence (BI) tool that offers a wide data set, connector support and delivers a unique set of social collaboration tools as well. Domo seems to be best suited for situations in which a team is sharing a dashboard on key metrics.

DUNDAS

KPI Dashboard Templates - Dundas

Dundas BI is a next-generation business intelligence platform that was released in 2014. It combines both business intelligence and analytics tools into one platform that can be accessed as a standalone or easily embedded into other applications. The flexible and scalable solution has a strong focus on self-service, meaning any user can analyze data and create dashboards regardless of job role or technical BI skill. It has drag and drop abilities and can also be fully customized.

iDASHBOARDS

KPI Dashboard Templates - iDashboards

iDashboards address the needs of organizations worldwide seeking an intuitive, collaborative way to view and analyze their critical business information. Because it’s so simple to learn and navigate, iDashboards cuts back on the extensive training time typically associated with complex Business Intelligence solutions. iDashboards is a great fit for financial services, government, healthcare, manufacturing, and retail, but can be applied to many other industry verticals.

KLIPFOLIO

KPI dashboard template - Klipfolio

Klipfolio is a fully cloud dashboard application that enables real-time visibility into the data and KPIs behind your business, so that you can improve performance, relentlessly. Connect to hundreds of data sources online and offline, including: (a) web applications like Twitter, Moz and Google Analytics. Dashboards built in Klipfolio can be easily shared and viewed on browsers, wall-mounted TVs and mobile devices (iOS and Android).  Klipfolio dashboard software is used by a wide variety of businesses, big and small, and by professionals working in a variety of roles, from marketing and sales to BI, consulting and executive management.

QLIK

KPI Dashboard Template - Qlik

Qlik’s unique selling points are that it ranks highest in customer loyalty, provides satisfactory performance, offers a wide variety of features, and is known for its product quality and overall market position. Qlik is probably of the few visualization tools that offers an integrated BI platform and comes bundled with adequate demos, training manuals, and tutorials that can easily fascinate clients and new customers, giving them insight in a fraction of the time they expect.

SISENSE

KPI Dashboard Template - Sisense

Sisense is an end-to-end business intelligence (BI) solution that was developed to be accessible for any type of user, even those with little or no prior experience with BI software. Their full suite of applications provide users with the tools they need to manage and support business data with analytics, visuals and reporting. This out-of-the-box system doesn’t require lengthy implementation or training, so businesses can have it up and running quickly. Sisense was chosen as one of the Top 10 BI Vendors of 2013 by CIO Magazine and “Best in Show” at the O’Reilly Big Data Strata conference.

TABLEAU

KPI dashboard templates - Tableau

Tableau is tailored to meet the needs of anyone looking to explore and analyze key business data, regardless of technical or analytical background. Tableau has taken years of research and built best practices right into the solution. Tableau has become an industry standard with the a bility to connect many data sources and create impressive looking visualizations easily. The interface feels much more modern than some of its competitors.

THOUGHTSPOT

KPI Dashboard Templates - ThoughtSpot

ThoughtSpot has a user interface driven by a search bar, much as a user of Google experiences, and natural language queries can be entered using the language of the business concerned. Combining a search oriented approach with BI is really quite innovative, especially as the dominant paradigm right now is a drag and drop graphical interface. ThoughtSpot is growing quite quickly, and saw 800% growth last financial year – so the approach is clearly attractive to business users. ThoughtSpot has also made it into Gartner’s Magic Quadrant.

ZOHO

KPI Dashboard Templates - Zoho

Zoho CRM has a version for both enterprises and small businesses. Each has its own pricing model, with several options available for SMBs. The software is geared toward any business that has a need for customer relationship management. Primarily sales organizations will benefit from Zoho CRM’s features. One other distinguishing feature is Zoho has never acquired any venture capital, angel investors, or loans. They are entirely a bootstrap operation,

Do these KPI dashboard template give you a good idea of what’s available? Would you add any others? Does your organization need guidance with KPIs and KPI dashboards?

 

  • About

    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.



↑ Top