Topics, Trends and Techniques from Brooks Bell Interactive
Month: March, 2010
Converting Prospects to Customers Through Online Marketing
If you missed our webinar, now’s your chance to see it! Just click Play below.
Through real world case studies for The Wall Street Journal, AARP, and XM Radio, you’ll learn how to:
- Identify the formula for successful online customer acquisition
- Make sense of the nuances of creative design for online success
- Get answers to the four vital questions to drive response
- Set up a plan for continuous testing to optimize response
Laying the Foundation for a Testing Culture
Proper testing culture is the foundation of successful online optimization. Over the past several years, I have identified four building blocks that are essential before the first test is launched.
Problems
The ability to identify what the problem is, even when things are going great, is a proactive way to look at testing. What is leading up to sale, what are people doing after my initial communication, how can we further focus on client activity, what is our true goal?
These are all great questions to answer. Sometimes you may be identifying the wrong problems. Often times testing is approached with statements like “we need more traffic” or “we need higher click-through rates” when ultimately, the process just needs a better quantitative measure to determine what you need. Implementing proper tracking will provide this.
In many cases, the problem is simply that proper post-click tracking is not on the landing page, or conversion flow post email, newsletter, or banner ad click. A whole new world will be revealed when you learn more about the “problem” through proper tracking procedures. This will allow you to get a better sense of A) what communications are turning into conversions, and most importantly B) are you focusing on the right problem that will result in higher revenue?
Make sure that those tracking capabilities for on-click and post-click are in place. Otherwise, defining the problem can be extremely subjective.
Loyalty Programs: Marketing’s “Not-So-Secret” Weapon
Since 1896 when Green Stamps were introduced to the world, customer loyalty programs have been trying to get our attention. And it’s working. From buy one, get one deals to a frequent flier miles to supermarket savings, the world is saving money by spending it.
For marketers, it’s a win-win too. Not only do loyalty programs help drive sales, they also lower marketing costs and build a relevant customer base. The key is to identify what motivates customers to buy the product or service. And with these programs becoming so expected, the challenge is to find ways to do it better.
Here are a few companies that, in my opinion, are doing it right: Read the rest of this post »
Social Media Measurements – Show me the ROI!
We all know that Social Media is the coolest kid on the block and EVERYBODY wants to hang out with him. But for the vast majority of businesses, they haven’t figured out how to put metrics to their Social Media campaigns that make sense.
The biggest mistake they are making may be WHAT they are measuring. Read the rest of this post »
FREE Webinar
Brooks Bell Interactive is proud to present our first webinar! It’ll be on Monday, March 29 at 1 pm Eastern. It’s free, so grab a seat. The webinar is called “Converting Prospects to Customers Through Online Marketing.” Brooks Bell, our President, will be presenting.
You’ll learn through real world case studies for The Wall Street Journal, AARP, and XM Radio, how to:
- Identify the formula for successful online customer acquisition
- Make sense of the nuances of creative design for online success
- Get answers to the four vital questions to drive response
- Set up a plan for continuous testing to optimize response
Sign up now! We hope we’ll see you there!
