In today’s world of constant change, customers have grown tired of being bombarded with pitches for new products and services. The result is an increased focus on customer experience (CX) as companies try to improve their products and services to meet customer demands and retain them as customers.
Email marketing is one of the cornerstones of a digital marketing strategy. In 2018, businesses should be prioritizing email marketing over all other digital marketing tactics. Why?
According to HubSpot Blogs research, 87% of consumers have actively rejected a business that doesn’t value their needs and feedback. The fact is businesses today need to listen to and act upon the feedback they receive to remain competitive.
With that in mind, let’s dive into how you can make the most of your email marketing with HubSpot.
1. Create compelling content.
You’ll never get traction with cold, hard selling in today’s world. Customer engagement and entertainment are more effective strategies to gain trust and encourage action.
The best content marketers create engaging content that is entertaining or informative to their target audience.
Compelling content encourages readers to take some sort of action. You can use compelling content to encourage site visitors to subscribe to your email list, make a purchase, or enter a competition.
HubSpot’s Senior Manager of Marketing Essie Acolatse says, “The most successful email marketers I know treat content like a merchandising tool. They use insights from analytics to understand their audience’s needs and wants, and then they create content that addresses those needs.”
2. Use data wisely.
The most effective content marketers in 2018 are embracing a data-informed approach to digital marketing. Why?
According to HubSpot Blogs research, 68% of consumers feel that businesses don’t value their opinion, so they’ll only be satisfied with what they’re given. So, it’s important to collect as much data as you can about your customers.
You can start by asking your customers for feedback or listening to what they say about your product or service. You can also examine what types of content your customers value most and create more of that content. With that data, you’ll be able to form a better picture of what works and what doesn’t. For example, if your customers say that they prefer videos to other types of content, you might decide to create more videos.
3. Measure the right things.
Measuring the right things is essential in order to determine the effectiveness of your content strategy. You don’t want to waste your time and resources on initiatives that don’t produce results. So, it’s important to measure the impact of your content marketing efforts. To that end, you should look into things like:
- Getting traffic to your website or blog
- Getting people to subscribe to your email list
- Getting people to engage with your content (e.g., likes, shares, and comments)
- Increasing site traffic by 10% with content marketing
While all of these things are important, you should focus on measuring the last one because it’s the one that you can affect the most. If you can increase the amount of engagement on your site, you’ll gain credibility with your customers and be able to move up the value chain.
4. Customize based on individual users.
Users experience different things when visiting your site. Some prefer to scroll for several minutes before seeing any content while others prefer to dive into the content right away. So, you need to individualize your approach by testing different types of content and figuring out which one is the best for each visitor. You can also use website analytics to determine the best locations for different types of content.
Consider putting more emphasis on landing pages that perform better, meaning they get more views and clicks than other pages on your site. You can also use this information to determine which offer (e.g., pricing, discounts, newsletters) to present to each user.
5. Promote diversity.
As we’ve established, customers have different needs and expectations. One of the best things you can do for your business is to promote diversity in thought and action. You can start by simply being more open minded and accepting of different opinions. Treating employees and customers with respect will encourage more diversity and create a more positive atmosphere.
According to HubSpot Blogs research, 86% of consumers prefer to work with businesses they feel have a shared value system with them. So, by demonstrating that you value diversity and understand that not everyone will agree with your viewpoints, you’ll gain credibility with customers. Who knows? Maybe they’ll even join your side of the debate and become a customer or advocate for your product or service.
Remember, your customers aren’t your friends. Treat them as you would a business partner. Create a solid business relationship based on mutual respect and the exchange of beneficial information.
6. Use social media wisely.
While social media has morphed into something quite different from what it was originally designed for (i.e., sharing and connecting with friends), it’s still one of the best places to generate interest in your product or service and to find and engage with potential customers. Why?
You can utilize the various channels (i.e., Facebook, Twitter, LinkedIn, etc.) to their fullest extent to gain interest in your product or service and to engage with potential customers. You can also use social media to follow and connect with people who have similar interests to yours.
To maximize the benefits of social media, you need to engage with your followers and potential customers on a regular basis. Like with your content, you should use social media to educate and entertain your followers.
To form a better understanding of how and why social media is important to your email marketing efforts, let’s examine the results of a HubSpot Customer Satisfaction survey. The survey asked respondents about their relationship with their favorite brand, the factors that make them satisfied or unsatisfied with that relationship, and what the brand could do to change for the better.
Here are the top-rated brands based on customer satisfaction:
- J.M. WESTON
- OSTEO APHRODISIACS
What Is Customer Satisfaction?
Customer satisfaction is the extent to which a person feels that they can rely on a business to provide quality products or services. Since the dawn of time, people have sought refuge from the uncertainties of life in the familiarity of other people. Today, customers are trying to find a business they can rely on to provide the best quality products or services with zero complaints. If you meet that need, you’ll gain a long-term customer who is happy to recommend your product or service to their friends.
What if your product or service doesn’t match up to what the customer expects?
Even the best-laid plans can go astray. Sometimes the product you’re planning to launch doesn’t work out the way you intended. Or, it could be that your customers have different expectations than you did. Whatever the case, if you want to keep your customers, you’ll need to make adjustments. Fortunately, that’s an easy thing to do with research and data.
7. Plan for the future.
If you want to make the most of your email marketing with HubSpot, you need to be thinking about what’s next. Looking towards the future, you should be making plans to bring in new customers, retain current customers, and grow your business.
To do that, you need to examine the following:
- Your competition (i.e., what are they doing that’s getting you excited about your product or service?)
- Your customers (i.e., what do they want and expect from your business?)
- Your goals and objectives (i.e., what are you trying to accomplish with your email marketing? What are your top 3 priorities? Is expanding your customer base a concern? How about retaining existing customers? And, finally, how can you ensure that your email marketing is effective?)