Website Landing Pages
Often overlooked but highly effective are your website landing pages . As a business , your website is your reception to the world , and its inner pages reflect your service offerings to your intended target audience . Once your website landing pages are not optimized to keep your customers intrigued and engaged enough to take the required action ( s ), it is time to reevaluate and reexamine your website pages . Your primary focus as a business should have your website visitors take a single action on each page of your website . This may include ; downloading resources such as ebooks , e-brochures , filling an inquiry form , joining your mailing list , etc .
For every 20 links on your website , you can determine that your attention ratio per customer should be 5 %, and with one link , that ratio is 100 %.
Prioritize Customer Retention
While looking to reach new customers , statistics show that the probability of selling to existing customers is 65 % higher and more likely to occur than to new customers , which is between 10 % - 15 %.
Currently , what is your business customer retention rate ? If this is less than 20 %, you will need to increase that percentage considerably ; here are some tips to help : review and improve your onboarding process as a business ; assess the point where your business is losing its customers and focus your efforts there ; carry out a survey to understand your customers ' definition of success , ensure alignment of objectives , and help them attain just that ; be proactive in rendering the best of service by achieving quick and measurable wins ; and be personable and available when needed .
Explore Writing Columns
Writing as a guest columnist is an excellent way for organizations to share educational content about their business . However , this does not apply to just any platform . As is with all things marketing-related , there has to be a defined strategy in tow , starting with platforms most frequented by your target audience .
This gives your customers access to more information about the organization , views about the organization ’ s standpoint on specific regulations and or policies within the country they operate , and so on . Aside from this driving traffic to your business , it will also position the brand as an authority within its niche .
Here are some tips on how to get started : Do your research - what platforms are most frequented by your target audience ? Narrow down the list considerably ; Reach out to these platforms with a mutually beneficial proposition from your organization ; Focus on the needs of the editor while not diverting from your pre-created content strategy ; Create brilliant and relatable content ; Become an authority ; Teach , educate and provide immense value .
Stand for Something
In line with your core values as an organization , your business should be affiliated with non-governmental organizations that share similar values as that of the company . Here is a little story to buttress this point .
There is a quick-service restaurant - QSR in my home country , Nigeria . It is one of many franchise stores the world over . While looking to create a lasting impact within the Nigerian market , the brand decided to partner with an NGO for a noble cause , one that will help get 10.3 million children of school age back into the classrooms . Through one of its
products , this organization dedicates a % of its profits to the NGO in furtherance to the collective goal of the NGO and that of the organization . This act of goodwill by standing for something endears the brand to Nigerians .
As an organization looking to begin actively giving back to its community , here are a few ways to go about it : sponsor a charity event or be directly affiliated with one ; encourage your employees to take on a noble cause and incentivize this initiative . An example ; a blood drive initiative ; donate your time , product / service to a local charity organization .
In conclusion , impactful marketing can only be determined by your customers ’ response to some of the tips shared in this article . The key to knowing what has worked and will continue to work is by effectively measuring the results , results being - an increase in awareness of the brand , positive reviews and an increase in WOM , lead generation through the channels leveraged and overall welldefined perception about the organization in the minds of her customers , potential and existing .
Ms . Kehinde Ruth Onasoga is the Principal Consultant , Pandora Agency Limited . You can commune with her on this or related matters via email at : Kro @ pandoraagency . co .