When it comes to eCommerce marketing, you need to take stock of your sales funnel from the top... through the middle... and last but not least, the bottom. If you’ve been following along with our blog series, you’ve made it to the final installment of our eCommerce Sales Funnel series. And if you missed it, head over to our posts on ToFu tactics and MoFu strategies to explore the rest.
Here’s a New Year’s resolution for eCommerce marketers: ramp up your middle-of-the-funnel strategies. Sometimes referred to as “MoFu,” this strategy helps nudge people down through the funnel once they’re already familiar with your brand.
And to see some top-of-the-funnel (or ToFu) strategies, take a look at this blog post. And since J&C knows these strategies top-to-bottom, stay tuned for our final post of this series: bottom of the funnel.
Now let’s take a look at how you can make the most of the middle:
Gift-giving season is here... But this year, with safety on everyone’s mind and technology readily available, eCommerce is more relevant than ever.
The competition is fierce out there. And every level of the sales funnel is important to get right.
But let’s take it from the top. The top of the funnel, that is.
Here are three ToFu strategies to try for this season and the year ahead.
Storytelling is a successful tool across all marketing channels. In fact, an emotional brand story is key to creating a message that resonates with consumers. And when it comes to email... storytelling can really set your campaign apart.
If you need a primer on how to craft an emotional brand story, check out this blog from last week. If you’re ready to see how to apply those tenets to email, read on.
Consumers make decisions emotionally.
It’s true.
According to Gerald Zaltman, emeritus professor at the Harvard Business School, 98% of buying decisions are made in the subconscious.
That means these buying decisions come from the heart or the gut… rather than the brain. Emotion beats logic nearly every time.
And that’s why it’s vital to have an emotional brand story.
Facts appeal to the brain. Stories stir the heart. If you want to create a real connection between your brand and your customers, you need a brand story that sticks with your buyers.
So how do you do it? How do you craft a brand story with emotional impact?
A good direct marketing campaign does three things well: 1.) It promotes the right product/service, 2.) It conveys a strong benefit and 3.) It persuades consumers to action.
Direct marketing also gives you a chance to deliver your best offer directly to the people who most need them.
In times like these, it’s important to remember that direct marketing is a good way to:
But a good direct marketing campaign requires careful planning and a firm grasp of direct marketing tactics and techniques. Knowing how and when to use direct marketing can help you achieve your business goals. But before you get started, there are a few things to keep in mind:
The lockdown due to the COVID-19 pandemic has changed consumer buying habits. Many people have gotten used to only venturing out to the grocery store or pharmacy. Online ordering is up. Curbside pickup is expected.
But as the country moves toward reopening, phase by phase, companies are looking for ways to recapture sales and reignite the interest of consumers in their brand.
Right now, many consumers need a nudge. And retargeting through direct mail could be the push they need to engage with your brand.
We can all agree that coronavirus will leave behind a series of long-term consequences for marketers. And even though it’s taking about all you have to just “get through” it and put out the dilemma du jour, it is equally important to plan for the future. As tough as this is, you need to be prepared for what’s to come.
To that end, here are 5 ideas to guide you through the fog and into the future.
For years, the retail and financial services industries have emphasized customer engagement and the relationship. For the insurance industry, it's been different. Insurance companies would work to get new customers and often their relationships would be limited to sending a renewal notice every six months or a year. As competition increases, companies in the insurance industry need to find a new way to keep their customers engaged and avoid churn. Here are four ways insurance companies can make sure they are engaging their customers in the right way.
In a noisy digital world, it's more challenging than ever to engage with customers, give them a positive experience and cement a lasting brand-customer relationship. Consumer behavior has changed — and now most customers prefer companies that understand who they are as individuals.
Years ago this would have been nearly an impossible ask. But with the advancements in marketing technology, it takes less time, effort and manpower to understand who your customers are. Read on for three ways marketing technology can help improve your customer relationships.