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J&C Blog

Find all the latest marketing trends on the J&C Blog.

Tailoring communications with digital behavior and marketing automation

Inbound Marketing May 28, 2015


Behavioral data can be used to reengage prospects and customers, increase brand familiarity and drive conversions. Companies can target and customize messaging to increase the likelihood of users returning and reengaging by applying customer data to increase relevancy. Customer behaviors can be tracked through marketing automation and can be leveraged to meet a number of goals.

 

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How utilities are under-engaging with their customers

Inbound Marketing May 22, 2015

According to a survey conducted by Accenture, only 18% of utility customers feel satisfied with the experience their utility is offering them.1 Given that number, it’s understandable that many utilities are constantly considering the best strategies to engage their customers.

 

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Leveraging utility website traffic

Inbound Marketing May 19, 2015


When it comes to utility marketing goals, driving traffic is often near the top of the list, along with engaging customers and improving the customer experience. Increasing traffic is a reasonable goal, but don’t overlook the value of leveraging existing website traffic. According to Market Place, the average utility has 50% of consumers paying bills online.1 Consider if roughly 50% of your customers are paying their utility bills online, at least that many are regularly online and interacting with your website. In reality, the actual number of unique visitors is likely higher, as some customers might be visiting the website to report an outage, check out a rate plan, or get information on an energy efficiency program. That’s a pretty significant amount of traffic that doesn’t need to be generated – it is already available for engagement.

 

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How digital marketing has changed CRM

Digital marketing has changed all aspects of customer and business interactions, including customer relationship management. A company’s website presence and content marketing are a foundation to most digital marketing programs. Content marketing in particular is often seen as a way to drive conversions; it can also be used as a way to develop customer engagement and improve customer retention.

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Should Your Content Marketing Strategy Blur the Lines Between Demand Generation and Lead Generation?

Inbound Marketing May 12, 2015

All too often, demand generation and lead generation are lumped together when they should be treated as equally important, yet unique partners in a content marketing strategy. The confusion often derives from the similarities between the two, yet while they appear very much alike, the two are actually very different — much like two siblings battling it out for attention.

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Using behavioral marketing for customer relationship management

Inbound Marketing May 7, 2015

Behavioral marketing can be used in conjunction with content marketing to improve and enhance the customer relationship. Modern businesses store a significant amount of data, but they don’t always use this information to their benefit. Applying data to communications can ensure companies are tailoring their marketing campaigns for optimal effectiveness.

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Re-engaging customers with content

Inbound Marketing April 24, 2015

Content marketing techniques can be used to reinvigorate a waning customer relationship, encourage customer re-engagement and improve customer retention. Effective CRM requires that customer relationships be customer-centric and refined over time based on behavior. Fostering an atmosphere of repeated interaction and constant engagement can help companies and their brands increase their authority and become a go-to source for customers.

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What Role Can Content Play in CRM?

CMO April 23, 2015

Many companies use content marketing as a lead generation strategy. However, content can also be used to develop and support customer relationships. Engaging customers throughout their journey is essential to building engagement and customer lifetime value. Content focused on supporting key stages in the customer journey can deliver value and provide key engagement points.

Lead generation versus customer relationship management
Lead generation is all about customer acquisition, whereas customer relationship management is about engagement across the customer lifecycle. Effective customer relationship management can bolster customer lifetime value and increase customer retention rates. Customer retention rates are a metric that can be influenced and it’s a proven fact that retaining a customer is less expensive than acquiring one.1 Despite this, about half of companies focus on retention compared to companies that focus on acquisition.2 A carefully constructed content marketing program can allow a company to focus on customer retention and customer acquisition, thereby stretching marketing dollars further.

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Transforming utility topics to be customer-centric and drive customer engagement

Digital Marketing April 9, 2015

Most utilities are focused on improving their customer experience, enhancing their brand reputation and establishing themselves as a thought leader. Researchscape reports that the majority of consumers expect their utility to provide them with personalized advice.1 Educational content can be a useful technique to engage customers on a myriad of topics.

 

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How inbound marketing content can be used for CRM

Digital Marketing April 7, 2015

Inbound marketing is more than just a lead generation technique. Marketers can leverage the power of a customer's needs, interests and behaviors by leveraging inbound marketing to create, transform and develop a meaningful customer relationship marketing program (CRM). In turn, customer relationships can be used to improve conversion rates, build brands and increase customer retention, all of which will improve a company's bottom line.

 

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