Communications & Marketing
ISO standard… I’m guessing that most of the time they don’t really care. Instead listen to the questions and the objections you get when speaking to prospects, or try using the ‘people also ask’ section in Google to find the questions that are being searched for. When you know these questions,
answer them in your email marketing. Doing this will drive ‘engagement’ amongst your readers, who will then start turning to your emails and you for answers rather than just deleting them.
3. Engagement, prospects and sales Engagement really is the key to sales, because if your prospects aren’t engaging with what you are saying, they probably aren’t prospects at all – they’re just using you as a way to beat their current supplier down on price, which is a waste of your time and effort. When I talk about engagement I
don’t just mean someone calling or having a meeting. The most telling engagement is when prospects don’t know you're watching. The most commonly known tracking method is through monitoring opens and clicks on your emails, but on its own, this does not tell
Feature
you much, as most of these are generated by anti-spam software or previews being downloaded to your phone. What you really need to see is
the pages they are looking at when they come back a few weeks later. When you join all this intelligence up in your CRM, you see a much bigger picture. So for example, a client may have clicked on the ‘Send me a free Blue widget’ link in your email, but then went on to read the ‘quality case studies’ on your website and called in to request a brochure. This tells you that they have a quality issue and are probably shopping around for a new supplier and should be promptly added to the ‘needs a call’ section of your sales pipeline. So to conclude, no matter
whether you are just beginning your journey or are an experienced marketeer who is implementing some of the more advanced techniques, the best piece of advice I can give it to keep it simple, whether that’s in your message or the software you're using. The more complex your process and systems are, the less likely you will be able to deliver the stuff that your prospects want to engage with.
For more advice on planning your email marketing/CRM strategy, join my free video training course. Visit
www.popcorn.email/freetraining
May 2020 CHAMBERLINK 55
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