Monday, December 18, 2017

How to Create an Actionable Drip Campaign

I know how much time and effort you put into building your email subscriber list.

But growing that list is only half the battle.

Now that you have a way to contact these subscribers, you need to make sure your messages trigger a response.

I’ve seen many companies having success with adding customers to their email lists but struggling with the content portion of their email marketing strategy.

Simply put, they don’t know what to write in their emails or when to send them out.

Each message you send needs to be carefully calculated.

Timing is everything.

That’s why I love to use drip campaigns to elicit an action from the recipient.

If you’ve never heard of a drip campaign or haven’t used one, I’ll cover the basics before we move forward.

Drip campaigns are sometimes called:

  • automated email campaigns
  • auto-responders
  • life cycle emails
  • automated email campaigns

Automation is the key term associated with this technique.

Drip campaigns are a series of emails that get sent to subscribers in a predetermined order.

Although it may sound simple, this email strategy is highly beneficial to your marketing strategy.

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Drip campaigns are commonly used to communicate to new subscribers or someone who made a purchase but didn’t join your email list yet, but you can use them at any time.

I’ll give you some tips about the best uses of drip campaigns and show you how to create one.

Here’s what you need to know.

Focus on personalization

Although drip campaigns are automated, you don’t want your message to come across that way.

Subscribers want to hear from you, not some computer.

Make sure your emails don’t sound like cut-and-paste or cookie-cutter templates (even though they might be).

I’m sure you’ve received emails that start with

Dear valued customer,

That’s boring.

You won’t get any actionable response from someone if they don’t even finish reading the message because they got bored.

After the message gets sent, the subscriber needs to:

  1. receive it
  2. open the email
  3. understand the content
  4. identify the call to action
  5. complete that specific action

Personalization can help you accomplish these things.

Marketing experts agree this is an effective tactic:

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Automating your email responses doesn’t mean you should ignore best marketing practices.

A recent study from OneSpot and the Relevancy Group showed personalized emails positively impacted:

  • open rates
  • click rates
  • conversion rates
  • average order amount

Pairing that strategy with your drip campaign is a no brainer.

Use the recipient’s first name within the body of the email.

Try personalizing the subject line as well.

You don’t have to always use their name to accomplish this.

Here’s what I mean.

Which one of these two subject lines sounds more appealing?

“A special offer for a loyal customer.”

Or…

“I’ve got a special offer for you.”

The second choice is the clear winner.

It’s personalized from the sender (I) as well as the recipient (you).

You should also end each message with a personalized signature.

Here’s a great example from Ian Blair at BuildFire:

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Ending a message this way will remind the reader it’s coming from an actual person—not an automated computer system.

It’s more effective than saying

Sincerely, The Management Team.”

The email sender field should also come from your personal email address as opposed to customersupport@companyxyz.com.

Here’s what the sender field looks like in that last example:

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Implement these personalized touches in each email to get a more actionable response from your drip campaign.

Use a drip strategy to grow your email list

You can actually use a series of automated messages to add subscribers to your email list.

I know what you’re thinking.

How is it possible to send someone my drip campaign if they aren’t already on my email list?

Well, it’s possible.

This method works particularly well for ecommerce sites.

Customers can purchase something from your website without signing up for emails.

It’s the perfect opportunity to send them triggered emails so they complete an action.

In this case, the action would be joining your subscriber list.

Here’s how you do it.

Take a look at this part of the checkout process from Lululemon:

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Entering an email address is required for customers to complete the purchase.

Why?

The company wants to send you updates about your order.

If the customer unchecks the box that signs them up for promotional emails, these order updates can double as a drip campaign.

Here’s the sequence of messages:

  1. order confirmed
  2. package shipped
  3. items delivered
  4. follow-up

You have four opportunities to get this person to opt in to receive future emails.

Just make sure you execute this drip in a timely fashion.

The order confirmation message should get sent instantaneously.

Have a clear call to action in this message that entices the recipient to join your subscriber list.

Discounts work well.

For example, you could offer them 25% off their next purchase if they join your list.

Even if they don’t do this yet, don’t worry.

You still have three other opportunities to get them to subscribe.

Stick to the script.

Update them on their order status, and remind them about the benefits of your subscriber list.

Remember, you have their name, so don’t be afraid to use it.

As we discussed earlier, adding a personalized touch can help with your conversion rates.

If you’re using a service like MailChimp to contact subscribers, you can create a survey directly on their platform.

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Take advantage of that resource with the fourth message of this drip series.

Ask for the customer’s feedback.

Were they satisfied with the order process?

Was it delivered in a timely fashion?

Are they happy with the performance of the product?

Most importantly, don’t forget to pitch your subscriber list.

This is your final chance to get the customer to opt in.

It’s also a great way to enhance the customer experience, and it shows you’re constantly trying to make improvements.

Send a welcome message to new subscribers

Drips are also effective once you’ve added subscribers to your list.

In fact, the first messages new subscribers get should be in a drip sequence.

Once someone joins your list, you should automatically send them a welcome message.

Set up your double opt-in landing pages the same way.

You can take your welcome message one step further and increase the personalization of future email content.

Here’s what I mean.

Let your subscribers choose what kinds of emails they want to receive.

Do they want promotional messages like flash sales and other discounts?

What about notifications whenever you launch a new product?

Or maybe they just want to receive your newsletter?

Ideally, they want to receive all of the above, but let them decide with your welcome message.

The Drip email marketing service allows you to set this up with a triggered link.

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But I’m sure whatever software you’re currently using has a similar feature.

Here’s an example of what the message would look like:

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What the customer clicks on will determine the rest of the drip sequence.

This keeps all their messages relevant, improving your unsubscribe rate.

They won’t think they’re receiving any irrelevant messages since they are getting exactly what they asked for.

It’s perfect.

The CTA should still be similar in each drip sequence.

Having consistency will help drive the actionable response you’re trying to get from these messages.

Building a drip campaign

Now that you know the basics of drip campaigns, it’s time to create one.

You can do this with your current email marketing software.

Although the wording may slightly vary depending on your service provider, these are the basic steps you’ll need to take.

I’ll use HubSpot’s platform in this example since their navigation is user friendly and easy to understand.

Step #1: Go to the “Productivity” tab, and select “Campaigns”:

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The “Marketing Dashboard” is basically your homepage from the user side of the platform.

Step #2: Create a new campaign:

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Here, you’ll see any previous marketing campaigns or pending messages.

Click on “Create a new campaign” in the top right corner of the screen.

Step #3: Select a template:

image11 3

For our purposes, we’ll select the template builder and email options.

Once your template is customized, you can start working on the content of the message.

Remember the points we talked about earlier.

Personalize.

Keep your message short and to the point.

The CTA should be the focal point of this message if you’re trying to elicit a specific user action, whatever that may be.

The tone of your message should reflect that goal.

Step #4: Schedule for automation:

image10 6

Now you can step up the frequency of your message.

For example, you’ll want to make sure your welcome message gets sent to a new subscriber right away as opposed to a day or two later.

Setting up a drip campaign isn’t difficult.

The process is very similar to how you’re currently using your email marketing software.

You’re just not going to send out each campaign individually.

Set it up, and let the triggered response drip the sequence depending on the subscriber’s preference.

Measure your success

Automated messages don’t mean you can just set your campaign and forget about it.

You still need to track your results to see whether each drip campaign was successful or not.

Look at the basics like:

  • open rates
  • click rates
  • bounce rates
  • conversion rates
  • unsubscribe rates

Conversions will be the true measure of the success of each campaign.

While the other factors will help contribute to that number, the conversion has to be your ultimate goal.

Take a look at the possible paths an email can take after you send it out:

image12 2

Measuring your results can help you determine what factors are preventing the recipient from converting.

For example, your open rates may be high, but click rates could be low.

Make the necessary adjustments.

Try to reposition your CTA or change the wording to entice an action.

This is a great opportunity for you to start A/B testing your email messages.

Conclusion

Drip campaigns are an effective way to improve your existing email marketing strategy.

It’s easy for you to set up as well.

Even though your subscribers are getting an automated response, it’s important the message doesn’t come across as automated.

Use the personalization tips outlined above, like using the subscriber’s first name and sending the message from your personal email address.

This will help you get more conversions.

While welcome messages are one of my favorite ways to start a drip campaign, you can also use drip emails for people who haven’t subscribed to your email list yet.

Just send them updates when they buy something from your ecommerce store.

Once your campaigns go live, keep track of the results to measure your success.

Make any changes to get optimal results from each campaign.

What kind of personalized CTA will you use in your next drip campaign?

https://www.quicksprout.com/2017/12/18/how-to-create-an-actionable-drip-campaign/

Levidio Motion Pro Review : Bonus

Levidio Motion Pro - what is it? Levidio Motion Pro is an unique way to create high-quality animated videos that will make you become an overnight video creator and the best part is that you don`t need to hire professional video creators because you can create your own video in minutes.

Levidio is the biggest tredsetter when it comes to powerpoint video creation. Levidio Motion Pro, combine the power of high quality video with high converting video script plus an engaging voice over by a native, allowing you to create a hihgly converting video in 60 seconds or less.

Levidio Motion Pro is not only Video templates, but also comes with a well written video script by a professional, and a high quality native voice over for each video that help you not only create High quality video, but also to create highly captivating video that help you sell and get real results at the same time. And seriously ... you only need 3 simple steps to get started :

  • Choose A template
  • Put your Business Name and Info
  • Export

You can also edit Every Aspects of Your Video including Color, text, graphic, video and much more. Giving you the ability to create unique video that stand out from the crowd. Here's what you're getting inside this all-in-one video tool :

  • 12 Animated Explainer Video Templates with Engaging Voice Over for Each Video
  • 10 Neon Text Effects
  • 10 Animated Characters
  • 15 Lowerthirds
  • 10 Title Packs
  • 10 Flat Transitions
  • 10 Flat logo Openers
  • 15 Motions shapes
  • 15 Quote Text Animations
  • 5 Glass Transitions
  • 6 Flash Effects
  • 20 Facebook Canvas Templates
  • 6 Banner Set
  • 25 Button Set

Levidio Motion Pro Review

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Why Inbound Marketing Fails (and How to Guard Against It)

There’s no doubting the power of inbound marketing.

It’s safe to say that inbound has revolutionized the way marketing works in today’s world.

When it works, that is.

Because many times, it doesn’t. Or at least, it takes too long.

Crafting an inbound campaign requires audience targeting, multiple forms of content based on funnel stages, and perfect integration between marketing and sales. Which rarely happens in most companies.

And on top of that, inbound marketing tends to pull in a very specific type of buyer.

Hint: It ain’t the CEO of a Fortune 500.

Inbound is great for driving certain kinds of leads. But again, many of those are unqualified and can take months to convert.

And you can’t risk spending months or years producing content only to see a trickle of unqualified, small deals roll in your door.

Here’s why inbound marketing fails and how you can guard against it.

Why Inbound Marketing Often Brings in the Wrong Clients

Inbound marketing is like a box of chocolates. You never know…

Cheesy movie quotes aside, this one rings true.

You really don’t know what you’re gonna get when you start a new campaign. Especially when it comes to B2B clients.

Think of it this way:

What clients and client types do you want?

Most likely large corporations. The big-time players. The accounts that will take your business to six-figures overnight.

Now… what clients do you usually get through your blog?

Small businesses. Local shops. Cookie-cutter clients.

Sure, your box of chocolates might have one or two big-time clients. But you really don’t know and can’t always control the outcome.

So why does this happen?

It all comes down to the inbound “funnel.”

Look at the standard funnel stages, and which content/lead magnets are usually associated with them:

Image Source

Whitepapers, guides, webinars, and demos.

These are all great. They all work to one degree or another. And there’s no doubt about that.

But when it comes to bringing in top clients, the typical inbound playbook fails miserably.

The only people sitting on hour-long webinars and downloading whitepapers are lower-level employees or a small business’s workers looking to improve their day-to-day, tactical activities.

C-suite executives and decision makers for large corporations aren’t anywhere near this type of content. They’re too busy.

And topics like “XX conversion rate tactics to increase your growth by YY%” don’t appeal to them. Because they don’t do tactics. They hire people to do them.

This leads to a long list of unqualified leads. Ones who aren’t making a final decision to purchase. Or even have a budget worth discussing.

Don’t keep reaching into the chocolate box with your fingers crossed. Unless you have another plan or can supplement it to cover the flaws.

Here’s how to take matters into your own hands and prevent the vicious cycle of poor inbound leads.

How Account-Based Marketing Can Help You Land Better Clients

Scaleable marketing activities work at the top of the funnel. Or for companies with extremely low barriers to purchase (read: low-priced, transactional, or free).

But those very same tactics often fail when you move up the food chain.

They aren’t personalized enough. They’re not customized enough.

And that’s exactly what account-based marketing seeks to achieve.

It focuses on identifying and qualifying ideal prospects first, before trying to get them deep into your funnel.

Before you’ve wasted thousands of dollars A/B testing or sending email campaigns and remarketing ads.

Your typical inbound marketing strategy is like fishing with a net, dragging it across the web and collecting as many leads as possible.

Account-based marketing, on the other hand, is like fishing with spears. You’re carefully selecting a target.


Image Source

A great example comes from WP Engine and Terminus.


Image Source

Their entire funnel was focused on identifying prospects ahead of time, expanding that research, engaging with them, advocating, and finally measuring success.

Conducting all that account research ahead of time wasn’t cheap or easy. But they got engagement from 93% of accounts on their target list.

Open rates jumped from 27% to 43%.

Overall, they increased their sales opportunities by 28%.

And that’s not all. The WP Engine team targeted 87 accounts and closed 32 deals.

Instead of casting a wide net, they honed in on specific accounts that were desirable and compatible with their services.

Through detailed, one-on-one customization, they were able to land clients that otherwise were unreachable.

So, how do you put some account-based marketing tactics into practice? Here are a few ideas to get you started.

Conduct a Lead Search and Turn Them into an Audience

The first step in any proper account-based marketing game plan is to identify prospects first.

Creating a target list will allow you to get hyper-specific with your marketing messaging.

And we all know that personalization is critical.

Remember that ABM isn’t about marketing to 1,000 companies. Weed out prospects that aren’t going to convert.

Start by researching companies that could utilize your services and that match your target demographics.

You can do most of this directly on LinkedIn’s advanced lead search:

Once you’ve plugged in your data, you can start to add specific target accounts to your list.

Selecting these accounts will add them to your sales list, giving you constant updates.

Now that you’ve found accounts that fit your business goals, it’s time to do some deep digging.

Locate specific accounts and head to their profiles. Click “See all employees” to generate a list of employees at the company:

You can either scan for gatekeepers or use the keyword search to find them faster:

If you notice any shared connections, you have an even better shot at opening the door to a conversation.

And if you dig even deeper, you can often find the prospect’s email and social media accounts:

Start engaging with their content to get yourself out there. Sometimes, that’s all you need to start a conversation.

Take it a step further by researching these leads on tools like Socedo that allow you to target specific leads on social media:

Simply enter a few target keywords related to your products and services, and you’ll generate a huge list of leads.

Weed through the rest by narrowing your keywords down further.

Then simply repeat the same process of engagement and getting your foot in the door. You’ll quickly see which decision makers and buyers from which accounts are in-market.

Keep adding these accounts to a list or a Google Doc that you can keep track of.

The next step is to utilize LinkedIn’s Matched Audiences feature to target ads directly to your accounts.

These new audience formats are already proving to be extremely successful.

Advertisers see a 32% increase in post-click conversion rates with account-based targeting and a 37% increase in CTR for contact targeting.

To get started with these, fire up your LinkedIn Campaign Manager and head to the account assets section.

Click “Matched Audiences”:

Next, select the “Upload list audiences” tab and upload your own list of leads that you’ve collected through Socedo and LinkedIn:

You can upload lists of accounts or direct email contacts:

Be sure to format each with their own template listed in the upload process.

Now you can target high-quality ads their way, driving tons of brand awareness and getting a front row seat to their daily LinkedIn browsing.

Conferences Can Produce High ROIs

Most people think that conferences and conventions are a huge budget waster.

They cost thousands of dollars just to obtain a few tickets.

On top of that, you’ve gotta pay thousands in hotel and transportation costs.

It seems like an ROI nightmare.

Rand Fishkin from Moz estimates that a typical conference can cost anywhere between $4,630–$10,230. That could be your entire month’s marketing budget.

But what if that conference leads to you acquiring a new skill, discovering unique and groundbreaking ideas, or building relationships?

What if it nets you one of your best clients to date?

You could easily double, if not triple, your ROI.

Tons of high-level executives and business owners attend conferences every year. Rand himself has attended dozens over the years and believes they are an amazing investment.

Start by scouting conventions and conferences in your niche, specifically looking at the sponsoring companies of these conventions.

This will give you an idea of whether or not your target accounts are going to be attending.

For example, when you look at Salesforce’s Dreamforce conference page, you can see the exact companies sponsoring and attending:

Knowing that they’re willing to pay big money to sponsor the event and have their brand featured tells you two things:

  1. They have a large budget
  2. They are heavily invested in your niche

Those two elements are critical when it comes to driving a sale.

Conferences are a great place to engage in genuine conversation with current targets and even find new targets for your business.

Sure, it’s old school and “lame.” But if lame works, let’s all be lame together.

So, what’s next? What do you do after you’ve initiated a relationship?

Go Old School with Direct Mail

Initiating the relationship is the easy part.

The hard part is standing out amongst the dozen other people vying for the same client you are.

Thinking about sending a targeted email offer?

Think again.

Email alone isn’t enough to catch their attention (even if it has en emoji in the subject).

And CMOs don’t have time to read your email offer.

Remarketing? Forget it. They see thousands of ads a month.

The goal in this step isn’t to get them to convert.

They aren’t ready yet. Account-based marketing takes a long time, but it doesn’t produce subpar leads like inbound marketing does.

While both take time and money, ABM produces a consistent quality of leads with a higher response rate.

To get the attention of high-level executives and big companies, you need to reach them through uncommon mediums.

For example, direct mail.

One study found that direct mail had the third highest ROI of any marketing tactic.

Another found that direct mail open rates are 42%. That’s nearly double email open rates.

One Utah-based marketing company found massive success with a direct mail campaign to land high-ticket clients.

97th Floor in Utah sent out a direct mail piece to their top clients, encouraging them to give back to the community:

On the back of the piece, they gave each client $20 to use to give back during the holiday season:

They effectively connected their offline efforts with online goals.

On top of that, they connected it to a #20helps hashtag to generate more buzz on social media.

Direct mail is old school, but when combined with online landing pages, it’s massively effective.

Why? Direct mail alone isn’t enough. You have to connect it back to inbound and digital best practices.

According to a study, marketing campaigns that used direct mail in conjunction with digital landing pages experienced a 118% lift in response rates.

Meaning people are much more likely to go to your site if you connect direct mail to online activities.

Want to reach the leads you really need?

Think outside the box and flip the script:

Go old school with direct mail, and tie it back to modern times with a landing page.

Conclusion

Inbound marketing was a game changer when the concept came to life.

And it still is today.

But it’s nowhere near foolproof or all-encompassing.

Results can take months to come to fruition, and the leads you do generate aren’t the ones your business really needs.

High-level executives aren’t sitting on your webinars during their busy schedules.

Decision makers aren’t being swayed by what CTA button color you choose.

In the event that your inbound marketing strategy is failing, you need a backup plan.

Safeguarding by using account-based marketing is a great start.

It can help you reduce the “box of chocolates” effect that you find with typical inbound playbooks.

Seemingly old-school sales methods like direct mail can help you cultivate real, genuine relationships with big-time leads.

The biggest customers don’t sign up after a blog post.

They get referrals. They vet. And they build rapport through personalization before ever signing on the dotted line.

About the Author: Brad Smith is the founder of Codeless, a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.

Video Sorcery Review : Bonus

Video Sorcery - what is it? Video Sorcery is a new video course by Adam Payne that will teach you how to grow your youtube channel to 10,000 views so you can begin to drive traffic all over the internet.

Did you know that youtube has added new requirements for users who link out to external sites in their videos. Users must now join the YouTube partner program in order to add youtube cards or end screens with external links — a common way for youtubers to point fans toward landing pages, affiliate links, blog posts...etc.

You also need to enable your channel for monetization if you want to add links, which has further muddied the waters. “Enabling monetization” essentially means applying to the Partnership Program, but only channels with 10,000 total public views or more can do this.

Once you know how to get targeted views to your videos you can link out to any website on the Internet and get tons more traffic. As well as get the side benefits of : better rankings, more email subscribers, increased affiliate sales and more exposure.

Here`s a sneak peek of what you will find inside video sorcery

  • The Keyword Mistakes that are killing your videos
  • The Anti-Guru view buying strategy
  • The Left behind Facebook Method for penny views to your YouTube videos
  • How to guarantee you rank #1 for ANY keyword
  • How to Siphon views from impossible to beat Authority videos
  • Plus Much More....

Video Sorcery Review

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Sunday, December 17, 2017

Agency Profits 360 Review

Agency Profits 360 - what is it? Do you know which was the “most profitable niche” in 2017 for the majority of offline and online marketers ?? Let me give you a big hint… In 2017 alone small business owners spent way over $10 Million for advertising themselves online!

How crazy is that?? And when i say advertising, i am not only reffering to paid ads, in fact, only 30% of that number goes to paid advertising. The rest of 70% are actually spent every year in services like : social media management & marketing services, seo services, video marketing services and design & branding services

And this is only the tip of the iceberg! Read on to see exactly what I mean. How would you like to be able to provide simple online marketing services like the ones listed above that you can sell for hundreds of dollars in less than 5 minutes!? How many $$$ do you think a dentist or a plumber would happily pay you if you can facilitate simple marketing services for his company?

Han Fan has released this incredible business in a box agency business, from his own experience, that will completely automate your entire sales process for you - introducing Agency Profits 360!!

Agency Profits 360 Review

Agency Profits 360 is a collection six premium wordpress themes for local marketers. These are the the six hottest niches out there that are created by surveying our own local marketer niche. Everything is pre-made and all done for you with state of art designs. very niche agency site comes with pre-made sales video that helps your client marketing their service.

Here are the complete six hottest local niche agency businesses in a box :

  • Advertising Agency Theme
  • SEO Agency Theme
  • Digital Marketing Agency Theme
  • Social Media Agency Theme
  • Consultant Agency Theme
  • Web Design Agency Theme

Every of these Agency theme come with stunning design and pre-published content and even professionally done video sales letter to help you and your client to make money fast!

The following content was initially seen on Agency Profits 360 Review

Tidalwave Traffic Review : Bonus

Tidalwave Traffic - what is it? Tidalwave Traffic is a new case study by Stefan Ciancio where he will show you a completely new way of generating viral traffic and 100's of leads per day using facebook ads.

Stefan Ciancio will show you how to build your own sustainable online business - the traffic machine you will build will generate waves of targeted traffic in any niche from social media, and grow their income in a sustainable manner. Here is what makes tidalwave traffic ourse unique :

  • You only need $5 to get started
  • Loearn how to build a targeted email list
  • Works in ANY niche
  • Completely passive once you do the initial setup
  • All backed up by case studies of our own results in multiple niches

Let's do some math on what's possible following this copy and paste step by step traffic bueprint ... let's say you want 1000 visitors day. You set up a traffic machine with Tidalwave Traffic system and get 1000 visitors for 1 cent each, or $10.

Conservatively, 250 of them become your lead. Let's say 4% of them, 10 people, buy an affiliate product that gets you a $25 commission. You just turned $10 into $250 while putting 250 people on your email list.

With Tidalwave Traffic you can forget waiting years for Google to bring you a trickle of traffic... And forget paying $1 per click... The only logical, working methods for right now and the future is on demand penny traffic and leads.

Tidalwave Traffic Review

The next content was initially seen on Tidalwave Traffic Review : Bonus

WP Social Contact Review | Bonus + WP Social Contact Demo



Watch the video on Youtube here : WP Social Contact Review | Bonus + WP Social Contact Demo

Via https://www.youtube.com/ReviewandbonusNet101

WP Social Contact Review : Bonus

WP Social Contact - what is it? WP Social Contact is a new wordpress plugin developed by Ankur Shukla that replaces the boring old contact forms on your website with a brand new social way for visitors to reach you instantly in 2018.

Millions of websites use boring old contact forms that visitors do not like the fill out and often simply leave the site without reaching out to you. That means you lose potential sales every day someone leaves from your site without inquiring about your products or services.

In this new "social world" - why are we still using these boring old contact forms? That's why we created WP Social Contact - this new plugin creates a new way for anyone on your site to reach you using Social Media - most of your visitors and customers are already on social media, why not use the power of these platforms to make you more sales?

Now with wp social contact wordpress plugin you can add up to 20 different social contact methods to your site and have them instantly available for you to respond back faster and more efficiently.

WP Social Contact Review

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Friday, December 15, 2017

How to Use Surveys and Interviews to Generate More Money for Your Business

Businesses are at the mercy of their customers.

The customer determines whether a company thrives, survives, or fails.

That’s why you’re spending so much time, effort, and money on various marketing campaigns.

Targeting new customers.

Trying to retain existing customers.

Figuring out how to squeeze some additional profits from your best customers.

It may be exhausting, but it’s absolutely necessary.

All of these efforts can be summarized with two questions:

  1. What does the customer want and need?
  2. How can I provide them with those wants and needs?

That’s what it all comes down to.

What’s the most inexpensive and reliable way to get inside the minds of your customers?

Just ask them.

That’s right.

Asking your customers for feedback directly can allow you to make the necessary adjustments to accommodate their requests.

As a result, you can make more money.

Surveys and interviews are the best tools to help you get accurate comments, concerns, praise, or criticism.

Plus, it shows your customers you care about their opinions.

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When customers don’t think you care about them, they’ll stop buying your products and services.

Based on the study above, we can see it’s by far the number one reason on that list.

Surveys and interviews are a great way to kill two birds with one stone.

You get valuable information that can make you more money, and it reinforces the message that you care about your customers.

It’s a win-win scenario, and everyone’s happy.

If you’ve never created a customer survey or conducted an interview with one of your clients, don’t be intimidated.

Believe it or not, it’s actually pretty simple.

I’ll tell you exactly what you need to know to get started.

How to create a customer survey

Before we go any further, let’s start with the basics.

You can’t distribute a survey until you create one first.

Once the survey gets built, you can distribute it on all of your marketing channels and communication networks.

But we’ll get to that soon.

For now, I’ll show you the best way to make a survey on a platform that is free and easy to use.

Building a survey with SurveyMonkey

SurveyMonkey is one of the most popular platforms to create a survey on the Internet.

The fact that they have a free option makes it easy to try it.

Step #1: Create a new survey

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The first thing you need to do is create an account.

It’s quick, and you can even sign in with your Facebook or Google profile to make it even easier.

After that, navigate to the “My Surveys” tab at the top of the screen.

Just type in the name of your survey, and click “Create Survey” to continue.

Step #2: Choose a template

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SurveyMonkey lets you build a template from scratch.

You can do it, but I think it’s way easier to just go with one of their existing templates.

In fact, it’s one of the reasons why their platform is my favorite choice.

For our purposes, we’ll navigate to the “Customer Feedback” templates.

I’ve selected the “Customer Satisfaction Survey Template” because it will work well for us.

Feel free to browse the other options to see which one fits best with the kind of information you’re trying to gather.

For example, if you’re looking for feedback about your website, there’s a separate template for that.

Step #3: Add questions

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Each template will come preset with a bunch of questions based on the category.

But you can change the order, modify the questions, or create custom ones by using the question bank.

Your questions should be simple and easy to understand.

The questions should also be related to one another.

Find out exactly what kind of results you want to get from this survey.

I’ll discuss that in greater detail shortly.

Step #4: Distribute the survey to your customers

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Now that the survey is created, you need to get it to your customers.

This is another reason why SurveyMonkey is a great option.

You have many different methods of distribution.

Sure, you can build a survey on Facebook and share it with your friends.

Or use your email marketing software to create a survey and send it to your subscribers.

But why do that when you can build one here, and it’s compatible with all your platforms?

This will save you a ton of time and make it way easier to analyze the results.

Step #5: Analyze the results

It’s not quite time to make any drastic changes to your business yet.

For now, you need to get organized.

Wait until you think there are enough responses before you do this.

Don’t try to figure out what your customers want if it’s been only 12 hours since you created the survey.

Give it some time.

While your company is obviously a top priority for you, taking this survey won’t be at the top of everyone’s to-do lists.

Give your customers an incentive to provide feedback

As I was just saying, this won’t be a priority for all your customers.

Can you blame them?

Sure, responding to a survey or interview may ultimately improve their experience, but not everyone will see it that way.

Some customers will see it as a demand on their valuable time that could be spent doing something else.

Sometimes, a little motivation can get them to respond.

Take a look at how Jack Spade does this with a survey distributed to their email subscribers:

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Getting a 20% discount for taking a survey is definitely more appealing to a customer than a solo plea “Please take our survey.”

Do you notice anything else about this pitch that’s appealing?

Quick.

As I said before, your customers don’t want to waste their time.

Acknowledge their time as valuable, and make sure the incentive is worth their trouble.

For example, offering a 10% discount for an interview that’s going to last hours and involve the customer testing out new products isn’t something you can reasonably ask.

On the other hand, giving out $100 gift cards for a quick survey that will take only two minutes to finish doesn’t make much sense either.

The key is finding that middle ground.

I’d say offer a minimum of a 20% discount for any survey the customer can take online in less than five minutes.

For in-depth interviews that happen in person or over the phone, offer an incentive that’s more valuable, like free products or gift cards.

It’s worth it to you to give stuff away to get more survey results.

Ensuring you get as many responses as possible will give you the most accurate results.

If only 20 people fill out your survey, they can’t speak for your entire customer base.

Set an objective, and stick to it

Let’s re-visit the point I was starting to make earlier when discussing the questions on your survey.

Your questions should be related to one another as well as your goal.

What is your survey or interview trying to accomplish?

Here’s an example from Barkbox:

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This survey is super specific.

It was only sent to customers who ordered the October box.

All the questions will be worded accordingly.

But what’s the objective?

Let’s say they want to improve the overall quality of future delivery items.

The questions would focus on which products the customer would like to see again and which products they could live without.

Another objective could be about ways to generate more money. The questions could be then about the order frequency.

Is the customer happy with getting a box delivered once per month?

Maybe they would prefer getting weekly deliveries.

Each box would have fewer items and cost less, but the company would make more money over time.

Or they could deliver boxes every three months for even more money and cut down on shipping costs.

Either way, the questions would still center around the specific objective.

If it’s a simple survey, you may not even need to send an external link to the customer.

You can embed the survey directly in the interactive email, just like Expedia does with this one-question survey:

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The primary objective for a goal like this could be PR.

They want to be able to say “X” number of customers or “X” percent of people had a good flight.

But at the same time, they’re still letting the customer know they value their feedback.

Establish a comfortable rapport with customers during an interview

Interviews can be tricky.

While surveys are often cut and dry with multiple choice responses or something of similar nature, interviews are typically in-depth.

It’s best to use interviews when you want to get a response that’s more thorough and open-ended.

A simple “satisfied” or “unsatisfied” survey response won’t do the trick here.

I recommend interviews for companies who have brick and mortar storefronts.

That way, you can see the customer in person.

It also increases the chances that the customer will be open to the interview.

In fact, a recent study by the Harvard Business Review suggests face-to-face inquiries are 34 times more likely to get a response than email questionnaires.

When a customer is in your store, politely ask them if they have five or ten minutes to get interviewed.

You want the customer to feel as comfortable as possible during the interview.

That way you’ll get accurate answers.

One of the main problems with face-to-face interviews is that you may need to take some of the responses with a grain of salt.

I’m referring to the psychological tendency that’s referred to as the social desirability bias.

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Here’s what I mean.

The customer you’re interviewing may not be thrilled about every single aspect of your business.

But they’re happy enough to continue shopping at your store.

When you ask them questions about their satisfaction, their response may not be 100% truthful.

They are more likely to tell you what you want to hear as opposed to how they really feel.

This customer knows they are going to keep seeing you, and they don’t want to make things awkward by saying they think a certain product is bad.

Instead, they could avoid confrontation and just focus on the aspects they’re happy with.

This is no good.

You need the interviewee to feel comfortable enough to tell you how they really feel.

That’s the only way you’ll be able to make the right improvements.

Let them know as soon as the interview starts that you value their opinion and want to hear criticism.

You won’t be offended or upset if you hear something negative.

If you can’t establish this rapport with your customers, the interview results may be skewed.

Conclusion

If you want to generate more money for your business, you need to figure out what the customers want.

How do you find that out?

It’s easy.

Just ask them.

Use tools like surveys and interviews to get constructive feedback from your customers.

You can find out what you’re doing well and what you need to improve.

Conducting surveys and interviews regularly will show your customers you care about them, increasing their loyalty to your brand.

To get as many responses as possible, offer your customers an incentive for taking the time out of their day to complete a survey.

Each survey and interview should focus on one particular objective centered around a specific goal for your company.

Any time you’re interviewing a customer in person, make them feel as comfortable as possible.

This will help you get the most accurate responses.

Combining these tactics will generate more money for your company.

Does your business prefer to use surveys or interviews to get valuable feedback from your customers?

https://www.quicksprout.com/2017/12/15/how-to-use-surveys-and-interviews-to-generate-more-money-for-your-business/