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Recent Tags – click to findaffiliate marketing blogging customer profiling digital marketing digital marketing plan dotmailer email campaign email marketing email message Google Adwords Google Analytics google indexing know your customers Linking Analytics and Adwords list vendor malcolm gladwell marketing plan profitable customers social marketing The Challenge understanding customer understand your market unprofitable customers
I found this very useful guide to Linked-In which I thought I’d share. It seems to contain lots of posts from Linked-In insiders and from the Linked-In blog so gives a good view of what it can do for you and the latest features. Anyhow check it out.
I’ve yet to really get to grips with Linked-In but this is a good start!
Click the link for the doc – docs.google.com
I did spend quite a bit of time looking at lots of different email marketing packages. But you’ve got to remember that I’m a virgin at all this – and we virgins don’t really know where to turn.
Actually, that’s not entirely true. We do what everyone does – we turn to Google and punch in random searches that throw up a glut of non-relevant and time-consuming dead-ends.
And after trying a few of these and getting a sense that there’s more hidden costs and less functionality than initially meets the eye, I eventually opted for an online demo and trial account of Dotmailer. I’ve posted about the initial impressions before – but hadn’t used the software in anger till now.
So time for an update. And again, this is entirely independent, warts and all. And bearing in mind that I’ve nothing to really compare it against.
Uploading the List
If you’re email marketing, you need a list of contacts to send the email to. You need to get these into a spreadsheet as Dotmailer will happily import csv files. You browse to the list within the software and click the upload button. Next on screen, you’ll see three of your contacts displayed in columns – and you need to map these columns of data to the way Dotmailer needs to have them named. Essentially, you need to name each column the same as Dotmailer does – e.g if the first names in your file is in a column named ‘first’, then you need to map it to the ‘firstname’ column in Dotmailer.
It’s pretty intuitive and doesn’t take too long. I’ve attached my own Excel input file below. If you name each of your Excel columns the same as the Dotmailer names, the software automatically matches the two and the import is much simpler – if you get it totally right, it’s more or less automated.
Note however that you probably don’t need to import all the fields to run your campaign. I just really needed the email address, names – and that’s pretty much it!
So that’s how you import your contacts. I’ll leave it there for now but look at setting up the campaign next.
Here’s a funny story that really brought home the power of the blog (and the speed of Google indexing!)
We went to see a well-respected author called Malcolm Gladwell appear live at a local theatre. I’d not really heard of the dude before (all you Gladwell fans will be astonished to hear) but I’d heard good things so popped along with the crowd.
We took our seats, the lights went down, and on came a rather likeable soul who sounded like Bill Gates on helium and looked like a malnourished Art Garfunkel.
Anyhow, I didn’t know what to expect at all – but what I got wasn’t it! A rambling, disjointed and, ultimately, entirely pointless and gloomy little story issued forth which had us gnashing teeth and slapping foreheads in despair.
And so, the next morning, one of our group tapped a warning into his blog and thought nothing more of it. You can see the blog here.
Well, it wasn’t until a few weeks later that he noticed he’d had a few comments, all supporting Gladwell – and one in particular pointing him to a YouTube video.
He clicked the link with trepidation and the video loaded up. It’s astonishing to think that an early morning rant into the privacy of a blog would lead to something like this. You see, Mr Gladwell was up early that same day and decided to Google himself. And the speed at which the blog had been indexed – and I guess it’s relevancy – meant it had soared to the top of page one. And it was this blog to which Gladders was drawn.
Cut to a few days later, and Malc came on stage up in Newcastle. And lo and behold, started to recite his experience – and perturbation – of reading said blog. Live on stage! About 5 minutes worth!
Wow! Check out the video:
The power of the blog eh? Don’t underestimate it – and the power of the rest of social media.
And at least Malcolm Gladdwell now has some decent material to start his rubbish stage show with!
OK, Now we’ve worked out who our most, and least profitable customers are, it’s worth taking the time to list out the sectors they’re in. Digital marketing, like any marketing, is about communicating the right message to the right, receptive group of people. If you don’t, any message you try and get to resonate with a group, just won’t. They’ll be disinterested and you’ll have failed.
So it’s worth taking a little while looking at each profitable grouping and seeing if you can build up a profile on each. That way, you’ll understand a little more about them and be more likely to produce comms that ‘stick’ when you try and target them.
So what I did was create a stack of questions which will help me understand a bit more about the groups. I’ve listed them below – with a brief outline of why you’re asking the question and what it’s for:
Typical Job Titles/Occupation (Gives a first view of who your customers are so you can start to see what benefits you can bring to them. First analysis of what most of your customers do)
Typical Age Ranges (Gives an understanding of how you can tailor your comms, sales methods & product delivery)
Gender (Gives an understanding of how you can tailor your comms)
Language they use(What words do they use when looking to buy your product/service. Procurement, buying etc. do they use jargon words?)
Geographical (People often like to buy local – they feel more in control should something go wrong and they need to see you face to face)
Typical Job Sectors (You can tailor the benefits you offer to your customer’s requirements. As for occupation, understanding their sector – allows you to understand more about what they do and tailor your offering appropriately)
Any common interests/goals – work or non-work? (Finding common interests amongst client-groups could be used to tailor your product offering to that grouping. Probably more usual to find professional interests/goals – and probably more lucrative)
Their aims and values? (More ‘core’ than above. Matching your target’s aspirations and values & goals makes you more relevant and meaningful to them)
Their business needs (Discover what battles they fight and how you can help make their lives easier – not just core offering but around the offering)
Why they buy (What are they going to do with your provice? Who’s the end-user? What’s the driver for them deciding to buy. Understanding this may identify common drivers, common sources of the buying decision (which you can then target more effectively) and who holds the purse strings)
When they buy (Is there a particular time customers buy? Might help you target that time for your selling?)
What they buy (If you offer a range of provices, specifically what does this type of client buy from you?)
How they buy (Do your customers buy online, face-to-face or through mail order? Understanding how they are comfortable buying will help you tailor how you sell to them)
Budget (Match what you provide to their budget. Makes your offering more relevant and increases conversion. Affordability and increasing value perception is key to conversion)
What makes them feel good when they buy (So you can match what benefits you bring and the shopping experience to what they like – and make it easier for them to do business with you)
What do they think of your rivals (It’ll help you stay ahead & better your chances)
Referrals? (If you offer a good provice, is there chance of being referred to other customers by this customer?)
Cross/Upsell (What further provices could we sell to this customer?)
Have a go and see if you can get some useful information about your target sectors. It’ll effectively start to act as a brief sheet whenever you’re looking to write any comms targeting a particular group.