Posted tagged ‘CRM’

5 Ways to Get Positive Online Reviews for Your Brand

August 10, 2012

Positive Reviews as you may know are the ideal outcome marketers covet as a result of customer engagement with a brand’s product or service. With today’s online social community, Positive Reviews are gold and can mean the difference in your business making or losing money.

Positive Reviews

Positive Reviews are Like Gold

Why Positive Reviews Matter:

  • 90% of people trust recommendations from people they know
  • 44% of purchases are influenced by consumer reviews
  • 87% of people think the CEO’s reputation matters
  • 78% of people research a product/service online before purchasing it

These five secrets will help you protect your brand and build bridges to your next customers.

1.   Pay attention to the reviews you already have.

You can’t generate good reviews unless you have real customers to write them. Start by making sure to resolve any current complaints from your customers.

2.   Engage your customers on Facebook and Twitter

Create a Facebook group and Twitter account for your business. Younger customers in particular will share their thoughts here without any prompting.

3.   Respond quickly to bad reviews.

If a bad online review is warranted, thank the customer for their feedback and apologize   for the bad experience. Respond quickly and you turn a negative into a positive.

4.   Remember it’s a numbers game.

Even if you are providing the best product or service you can, some people will tend to     complain. The more reviews you get, the more likely you are to get one or more bad reviews so your goal should be a large number of mostly good reviews.

5.   Make reviewing as easy as possible.

Give customers easy ways to provide reviews and feedback on your website and on your social profile pages. If you are a bricks & mortar retailer-consider using mobile devices and QR Codes to gather reviews.

Enjoy and Prosper!

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

Freemium Digital Strategy Can Help Build Your Business

July 12, 2012

Have you even heard of the term “Freemium“? According to Wikipedia, its a  business model that includes a free service but a premium is charged for advanced services. This includes software, media, games or web services today but if you think about it, direct marketers-many of whom have migrated over to the Digital side have been using freemiums since the Sears catalog was invented(free shipping with purchase).

If you are reading this Blog, chances are good that you already have used one or more freemiums such as:

  • LinkedIn is free, but they have great value added upgrades especially for job seekers.
  • Zoho is an excellent free CRM and online meeting tool, with lots of optional advanced features like CRM and  unlimited meting attendees.
  • Most businesses use WinZip which includes a free 30 day trial with upgrades to full service package.
  • How about Google AdSense who frequently and regularly gives anyone who wants to open up a new Adsense account $100 to spend on a paid search  test. Once your test is cooking and shows promise-most people are hooked and can easily type in a budget you want to  spend to expand your test and everything else is already done for you. Google is like eating peanuts-once you start, it’s real hard to stop!
  • Norton anti-virus software and its competitors started out by giving away Free Trials on disk, with an easy to upgrade to a paid service. This model has become a problem with the advent of freeware like a free download of  Microsoft Security Essentials and others.
  • Words with Friends-who hasn’t played this popular game by downloading the Free app on their smart phone only to finally concede that its better to pay for the game than be constantly interrupted by ads?

Then there are some of my favorite retro freemiums like the Gillette razor. With Gillette, they will give you the razor for free…if you but the blades! Acme’s summer of 2012 Sweepstakes promises cars, boats and a million dollars free if you buy their groceries and your name is pulled out of a hat with a gazillion to 1 odds of your actually winning. Webmasters can use stock digital images free…if they want to create a mockup with the photo credits superimposed in a watermark, and they agree to pay a licensing fee based on the number of exposures online. Entrepreneurs, consultants, doctors and lawyers typically offer a free initial consultation and once you get a taste-they charge you top dollar. And then there is the ubiquitous buy one get one free-just another form of freemium!

So now you have a new word in your vocabulary and maybe you will be inspired to consider how to use a Freemium for your business.

Enjoy and Prosper!

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

Top Five Small Company Sales Shortcomings and How to Fix Them

June 9, 2012

The more opportunities I have had to provide freelance help to small owner-operated businesses, the more I recognize the differences in their approach and the similarities in their sales and marketing shortcomings.

1. Disappointing and inconsistent sales performance

*invest more time to manage and participate in your sales effort

*improve the consistency of your sales effort with a modestly priced CRM program like  SalesForce, Eloqua, or NetSuite to formalize your calling, emails, sales calls, tracking and reporting no matter how small your sales staff.

*Change your sales compensation to include commission based incentive.

*Eliminate sales staff members who have nor performed over a twelve month period.

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Ninety Percent of All Data Created in the Last Two Years!

June 2, 2012

An IBM web page describes the company’s big data offerings by stating that 2.5 quintillion bytes of data are created daily now and as a result 90% of the data in the world has been created in the last two years.

 I never claimed to be a math major but if I understand the data progression correctly, it goes something like this:

1 Byte is made up of 8 bits

1 Kilobyte           KB          103          (or 1,000 bytes)

1 Megabyte        MB         106

1 Gigabyte           GB          109

1 Terabyte           TB           1012

1 Petabyte           PB           1015

1 Exabyte            EB           1018

 One Exabyte is equal to one quintillion bytes. To put this staggering amount of storage in some perspective, the world’s technological capacity to store information grew from 2.6 exabytes in 1986 to 15.8 in 1993, over 54.5 in 2000, and to 295 exabytes in 2007. This is equivalent to less than one 730-MB CD-ROM per person in 1986 (539 MB per person), roughly 4 CD-ROM per person in 1993, 12 CD-ROM per person in the year 2000, and almost 61 CD-ROM per person in 2007.

 Another way to begin to grasp the explosion is to realize that we are creating data at a daily rate of all the data that existed in 1986.

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10 Quotes to Ponder When Building Your Digital Strategy

May 30, 2012

In my last post, I mentioned the end of the Mayan calendar this year on December 21, 2012. Most likely this infamous milestone will not affect life as we know it. So now that we have some extra time…let’s review and reflect on some quotes from digital strategists and marketing leaders that clearly show the rest of us how and why we should not worry about our digital strategy. Instead, we should be focused on having a strategy to succeed in a digital world.

  • Scott Kelly, digital marketing manager at Ford Motor Co: “You’ll start to see us—and in general
    the industry—move away from just the
    static push advertising to more engaged
    conversations.”
  • Oliver Newton, head of emerging platforms at
    Starcom MediaVest: “The ad is yesterday. Content is the future.”
  • Rich Nadworny, Digital Strategy Blog: “Is your website about you or your customers?”
  • Sergey Brin, co-founder, Google: “Some say Google is God. Others say Google is Satan. But if they think Google is too powerful, remember that with search engines unlike other companies, all it takes is a single click to go to another search engine.”
  • Rupert Murdoch, media mogul: “The Internet has been the most fundamental change during my lifetime and for hundreds of years.
  • Vinton Cerf, US technology guru: “They say a year in the Internet business is like a dog year.. equivalent to seven years in a regular person’s life. In other words, it’s evolving fast and faster.
  • Jimmy Wales, founder, Wikipedia: “Imagine a world in which every single person on the planet is given free access to the sum of all human knowledge.”
  • Jeff Bezos, founder, Amazon: “It’s hard to find things that won’t sell online.”
  • Darren Lewis and Koen van der Wal, MetrixLab: “The web has staged an interactive coup and has handed power firmly to consumers.”
  • Clerk at Bed Bath Beyond last week: “If you have a smart phone, send this text message & code now – you’ll get an instant 20% off coupon for us to scan while you are waiting in line.”

Enjoy and Prosper!

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

We want to talk. How should we contact you?

May 5, 2012

Once upon a time you were able to reach your customers and targeted prospects with direct mail, newspaper ads, outbound phone calls, email blasts and even enhanced yellow page listings.

If you are using the same channels to reach your audience that you employed ten years ago, you are finding it more and more difficult to deliver the same message.

While targeted and personalized messages in the mail can still be effective, response rates to offers are down 30% to 40%. Newspaper advertising, as I documented in a previous blog is 40% less effective than it was in the 80’s and 90’s and just as costly. And of course, telemarketing took a 50% hit in usefulness with the advent of the do not call list. In the last decade, the phone book has gotten smaller and smaller and barely qualifies as a decent kids booster chair anymore. The most important thing to know about email is that large generically addressed blasts don’t work anymore either. To maintain any effective return your email messages need to have a very targeted single message and be personalized for each individual.

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The Art of Selecting an Effective Mailing List

April 5, 2012

Build it Yourself

There should be no list that you can purchase that will outperform the one you build yourself if you create the list with these important steps in mind:

  1. Survey your customers two or three times a year or each time they visit or make a purchase from your business. Critical data includes name, address, phone, email, sex, discerning demographics, what they like about doing business with you, and where else they make similar purchases.
  2. Analyze the data you have collected at least quarterly to determine: 

                       * How far do your customers travel to your location?

                       * How frequently do they visit your location/web site?

                       * Did a special offer or event trigger or influence their visit?

      3.   Customize all future communication based on what

              you have learned about each.

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