Every well-planned marketing strategy can benefit from some level of input, data, and direction. Are your tactics on the right track? Does your message need work? Do you really know your target market? Formal research managed by a third-party group can be time-consuming and expensive. Many professional companies that specialize in objective or subjective research will make a good “ding” in your marketing budget.
There are many reasonably priced digital connection tools out there that can do the job including Constant Contact, Mail Chimp, and Survey Monkey. Many CRM tools also have an email marketing platform to simplify the process for you.
Here are a few steps that may help you jump into a strong digital connections program:
Start with a good CRM and solid list management
Every company that has a sales team also needs a good customer relationship management tool (CRM). There are plenty of good CRMs available, and you don’t have to pay top dollar to find one that suits your needs. Start recording and documenting everything you know about your clients and potential clients, from contact information to the names of their pets.
Make sure you also record a business email, and a phone number. You should also be aware of the fact that business texting is gaining in popularity — so a mobile number is also worthwhile to record.
Promote a product or service
Once you have your CRM in good shape, it’s easy to tap into your contacts and connect with them by using email marketing. Your subject line and the first few lines of your email are critical in your composition. So is the day of the week and the time of day you send your message.
Keep track of your outreach and record what works best. Remember to always include an “opt out” option. You’ll soon be an expert in using email marketing to your advantage.
Survey your clients or potential clients
This is a great way to gather input to grow digital connections. You can ask more general questions, you can ask for input on your new products or services, or ask about their future growth intentions. Just remember to keep your survey short and easy to complete. Consider a reward for completion, such as a white paper or a gift card. 4C has helped many of our clients develop surveys with very insightful results.
Try a secret shoppers’ survey
One of 4C’s most popular offerings, especially for those companies with a “B to C” consumer focus, is a secret shoppers survey.
We will contact your sales team, and pose as an interested new customer. In the process, we will test their abilities to describe your services, sell your offerings, and perform the expected follow-up. This type of research helps to support your internal sales training program and identifies where your business development staff may need more coaching.
Gather input from your employees
With many employees not formally in the office, it is wise to use digital connections in the form of an electronic survey format to gather input from your employees about job satisfaction, the work environment, or their comfort level with working at home as opposed to the office. This outreach, coupled with an “all-employee” meeting to share the results, can be very effective.
By incorporating digital outreach channels into your marketing mix through email marketing and surveys, your marketing plan will become more diverse, your tactics will be better defined, and your messaging will be more on point.