Originally written by the Sciart team for XBIZ and first published there.
Joining Tactics with a Marketing Strategy for Growth
As Black Friday fades into the rearview mirror, and the festive jingles of Christmas draw nearer, it's time for a collective exhale. Congratulations, folks — we've not only survived another Black Friday frenzy, but we've also emerged on the other side stronger and with a trove of lessons. And with the holiday season whirling around us, it's the perfect moment to dust away the cobwebs of lingering routine, toss out the empty coffee cups, and gather 'round for a digital marketing pow-wow. The mission? Planning for an even bigger and more successful 2024. There’s simply no rest for the wicked.
Approaching the new year with the “new year, new you” manta isn’t just a personal affair, it’s a game-changer for businesses too. Think strategic planning, a fresh outlook on marketing and a complete makeover across various channels. Let’s take a look into a few examples.
Email Marketing - optimise your eCRM efforts
Stuck in the same old email routine? We get it. You've got a format, and hey, at least the emails are going out, right? But here’s the thing, there’s a world of untapped potential out there, you just need to find some time. Consider it a date with innovation - grab your team, book a meeting room, and let's talk strategy!
Create a secret-agent-style email address and sign up for your competitors' newsletters. Spy on them a bit (it's totally legal in the marketing world). See how they craft their subject lines, structure their content, and entice clicks. You can spot emerging trends and stay one step ahead. Whether it's a new design approach or an innovative call-to-action, this espionage tactic keeps you in the loop. That’s only the top-level stuff too, there are plenty more reasons why you should be doing this already.
You should also make use of the valuable data you have at your disposal - your eCRM data and analytics. You have real-customer insights showing what people are clicking on and how long they’re spending on sections that you thought were email gold, but actually, they get clicked less than 3 times a month!
How about those silent profiles, the window shoppers who haven't interacted with your brand in months. It's time to make them an offer they can't refuse. Craft a campaign loaded with social proof to nudge them towards conversion. If that's not enough, launch a mini-survey. Ask them what they want, sweeten the deal with a prize, and watch the insights roll in. And let's not forget the "just-passing-throughs" and our cherished "VIPs." It's high time we showered them with some affection too.
Content Management - refresh and recycle
Content isn’t always about selling a product or service, it's about telling a story that resonates with your audience. Yet, in the rush of daily operations, it's easy to lose sight of the original "why" that sparked your brand's journey. Enter strategic content management - a deliberate effort to refresh and recycle your storytelling prowess. When was the last time you gathered around the table with your marketing, customer service, and analytics teams, for example, to share insights and ideas? Booking in a collaborative ideation session and aligning your collective understanding of the brand's voice can breathe new life into your content strategy.
Analyse past campaigns, customer interactions, and the evolution of your brand. This not only reignites the spark but also provides a roadmap for where your brand has been and where it's headed. It’s also the opportune moment to delve into researching trending and top-ranking keywords, ensuring your content stays on point—a crucial strategy not to overlook and avoid falling behind.
Effective content management involves creating relevant, engaging, and valuable content that aligns with your audience's interests and needs. This strategy is about consistently delivering quality content across all platforms, ensuring that your brand's message is clear, coherent, and compelling.
Upsell and Cross-Sell
You launch a new product or service, and the immediate priority is getting it live on your website. But what if we took a beat to consider something smart? We’re talking about upselling and cross-selling, strategies that can seriously amp up the customer experience and, yeah, boost the bottom line.
It's all about suggesting products that go hand-in-hand or maybe a step above, based on what your customer has been into. Think about weaving these ideas into your eCRM flows. Why not subtly drop them in during the checkout process or through popups? It's like gently guiding customers toward options that actually make sense for them.
It's not just about the sale; it's about building a connection. You're tossing in choices that truly bring value to what they're buying. Now, quick check-in – if you're already doing this, when's the last time you evaluated your upsells? Are they still hitting the sweet spot? Dive into your data, see what items usually make a joint appearance in your customers' carts. It's like your sales data telling you a little secret. Cool, right?
Decode success
A lot of what I'm throwing out there really hinges on good old data and analytics. They're the backbone of smart decision-making – giving you the lowdown needed to make choices that actually make sense. Dive into the numbers, and you'll see the beauty of it.
You're tapping into data from different corners – how customers interact, what your website traffic is up to, and how your campaigns are playing out. This info isn't just nice to have; it's gold for fine-tuning your grand strategy. You want each piece of the puzzle working at its best, right? Well, that's where your data steps in. It's like having a trusty guide telling you, "Hey, this is working. Stick with it," or, "Maybe tweak that part a bit."
And here's the real deal – it's not a one-time thing. Keep your eyes on the data, and it becomes an ongoing conversation with your strategy. You're not just making informed decisions; you're making smart, adaptive moves that keep your game on point.
Bringing these concepts into play isn't just a matter of employing various strategies; it's about crafting a harmonious, well-coordinated marketing engine. All the gears work together, creating a vibe that pushes both growth and success forward. While there's a wealth of additional tips and insights we could unravel on strategic thinking, sometimes, a little mystery keeps the game intriguing. It's the ongoing journey of discovery that fuels continuous improvement in the wonderful world of marketing. And with Valentine’s day just around the corner, what better time to start than now!
