How to use Market Research as a Digital Sales & Marketing Tool

Most businesses will not necessarily be creating new product categories. As a result, they will be entering into a market place that already exists. This is true if you are a re-seller or distributor of products and services. Once you decide that there is a market for your products and services; you need to study your competitors.

Image via smartdraw.com

You will need to perform a SWOT analysis by assessing your strengths and weaknesses compared to your competitors on the products you offer, the price, quality, the service, reliability, stability, expertise, company reputation, location and appearance of your business along with how important it is to the customer.

Traditional Uses of Market Research

Most companies use Market Research for internal purposes IE education of Marketing and Sales teams on features, position in the marketplace and product descriptions.

Examples of Market Research as an Online Sales & Marketing Tool

What if companies could use Market research as an online sales and marketing tool, putting the analysis on their website? Justworks is doing just that. Justworks offers seamless payrolltax filings, HR support, and access to affordable benefits in an all-in-one solution.

Visitors to the Justworks site are able to access the information quickly without providing their information. Also, the company presents the Market Research in a quick and visually appealing format.

Justworks invites users to compare them to the competition; showing that they believe in their product and service.

The company allows visitors to compare fees and pricing along with each of the services they offer. When visitors click, they get to see a drop down menu of how Justworks compares to the competition.

At the bottom of each menu, Justworks supports its claims with customer testimonials in the form of user case studies. Users are invited to Read more in a call to action.

This is an innovate way to use Market Research as an Online Sales and Marketing tool because it helps build trust with prospects. Sharing Market Research as seen above helps position a company as an industry resource. Prospects have access to more choices and information than ever before; making it essential for companies to provide information in a quick and easy to understand format.

Have you used Market Research as an Online Sales and Marketing tool. Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Certified in Inbound Marketing, Dan has worked on various marketing assignments including: Start Ups, a Political Campaign and a Digital Marketing Conference.

Prior to serving as a Classroom teacher, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes and publishes a business blog on the topics of Sales, Marketing and Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 18,000 followers on LinkedIn and over 17,000 on WordPress.

Dan’s articles and insights on Sales, Marketing and Social Media have been featured, mentioned and referenced in major Business Publications such as:

The Arizona Republic

http://yourbusiness.azcentral.com/handle-top-10-sme-sales-objections-24845.html

Twitter Ads Blog

https://blog.twitter.com/2014/how-smartphone-users-engage-on-twitter-three-key-findings

Yahoo! Finance Blog

https://es.finance.yahoo.com/blogs/fintechnologiayredeses/cueva-arma-secreta-obama-110427857.html

Paper.li’s Wall Of Fame via Scoop.it

http://www.scoop.it/t/all-things-paper-li/?tag=Dan+Galante

Dan has been honored for his Social Profiles & Content

•Recognized by Klout for having a Score putting him in the Top 10 % of Social Media Users

•LinkedIn Social Selling Index Score in the Top 1%

•Honored by SlideShare for being in the top 5% of profiles viewed in 2014

•Honored by LinkedIn in 2012 for being in the top 1% of profiles viewed out of 200 million members

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content ans Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. Contact him to set up interviews. dan@dangalante.com

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Why Inbound Marketing Should Not Take a Back Seat to Current Customers

Inbound Marketing is a valuable strategy businesses can use to obtain new customers. Inbound Marketing is defined as Marketing based on getting found by customers. It’s customer-centric. With Inbound Marketing, businesses create customer-centric content based on customers needs. Content could take the form of blogs, videos & SEO.

In a prior article, I outline the 4 Steps which are Attract, Concert, Close and Delight. 

image via hubspot.com/inbound-marketing

Why Inbound Marketing should not take a back seat to Current Customers

Recently, I read an article that advocated that Inbound Marketing should take a backseat to your current customers. While it is less expensive to keep, nurture and up-sell/cross-sell current customers, businesses need to always be on the hunt for new customers. Despite the fact that it costs 5 times the amount to acquire a new customer verses keeping an existing one, it is an expense that businesses need to take on.

This is because businesses will always lose a portion of their customer base for a variety of reasons as seen in this graph.

image via http://www.superoffice.de/blog-de/kundenpflege/

According to Marketing at Work, the average business loses about 10 to 25 percent of its customer base every year. 

What happens if businesses start Ignoring customer acquisition?

  •  If a business loses 25 percent of its customer base it will have no customers after 4 years
  • At a 10 percent loss rate it will have no customers after 10 years

Through great service, word of mouth, & customer referrals; businesses may be able to extend their life. This then becomes an issue of how fast they can replace the lost customers. Relying on these methods alone puts undo pressure on customers and they may get turned off by being constantly asked to refer people. This may result in more customer turnover.

The Solution

As we have seen, focusing only on customer acquisition and customer retention is a losing game.

Done right, Inbound Marketing should be combined with Content Marketing because current customers still need to be nurtured after the sale. Businesses can only expect referrals and repeat business if customers:

  • Feel valued & receive great service

Businesses can apply the principles of Inbound Marketing for customer retention in the following ways:

1. Create Blog content Specifically for customers

  • Supply customers with exclusive access to blog content with useful tips and tricks for customers to get the most out their purchase.
  • Offer customers discounts
  •  Make reordering easy
  • Make customers feel like insiders.

2. Get customers to opt into user specific content via email

  • Ask customers for this commitment right when they sign up and commit
  • Make sure to create valuable content as customer attention is a gift
  • Remember that the customer defines value

3. Create Communities such as exclusive user groups 

  • Groups can be created on Social Networks such as Facebook, LinkedIn and specialized forums on a company site.
  • Use these groups to share content and invitations to customer only events.

4. Create free industry trends sites that don’t sell anything

  • This is a great way businesses can position themselves as a resource
  • These sites can be shared with both current customers and prospects.
  • Adobe does a great job with their CMO.com site which provides content and insights to CMO’s and marketing professions.

How have you used Inbound Marketing for customer retention? Share and comment.

Related articles

Inbound 101

Customer Marketing: What We Can Learn from Actors

Ways to Create & Execute an Organic Digital Marketing Strategy for Lead Gen

How to Integrate a Blog into an Inbound Marketing Strategy

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publish a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

 

 

How to use Marketing to gain customers for your Small Business

  • How to use Marketing to gain customers for your small business
  • Applying marketing strategies to engage with customers while driving product sales

Be-a-successful-online-small-business

image via ciceron.com

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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Content Curation: 4 Ways to Improve your Content Marketing Results

4 Ways Content Curation can improve your Content Marketing Results image via wonacotpr.com

Content creation is one of the best ways to engage an audience, making it essential to content marketing. However, we simply cannot cover every single topic in our industry. This is where content curation comes in handy, content curation is where you share the work of others in your industry. Content curation can enhance your content marketing efforts in the following ways: it offers users a fresh perspective on a topic, sharing others work can plug a hole because you can’t write about every single topic in your industry and you are engaging the person whose content you are sharing. Sharing the content of others is key if you hope to get your content shared.

Content curation takes many forms across social networks but it always comes back to sharing the work of others and celebrating them. By celebrating others, content curators get to build relationships with those in their industry allowing reciprocity. In other works, people will help each other get their message out because they are part of digital community.

Content can be shared in the following ways:

1. On blogs.

2. On social networks.

3 Through online publications.

4 Guest blogging/Content Syndication

1.Blogs WordPress/tumblr

Blogs are a great way to create content and share ideas. Blogging platforms such as WordPress & tumblr have a like button and a reblog function. The like button allows user to say they like a piece of content and a reblog button allows users to republish a blog they like on their own blog. When a user reblogs a piece of content from another blog, the original publisher is notified of the reblog or share. A reblog is much more powerful than a like although a publisher see both types of notifications.

Blogs also allow users to categorize topics with endless SEO tags. Users can also search out keywords or tags to find related content on a topic which they can reblog. In addition to reblogging, users can share blogs to other social networks such as LinkedIn, Twitter, Facebook & Google+ etc… by clicking share buttons embedded on the platforms.

LinkedIn Long form Posts

LinkedIn also has a blogging platform of it’s own called the long form post. Users can curate content in the following ways: clicking the like button, sharing the article which will appear as a status update, sharing the article in groups, using social share buttons to share content to Twitter & Facebook and of course LinkedIn. Each piece of content in LinkedIn is indexed with three SEO tags that categorize it by topic. Users can also embed content from Slideshare along with videos. This can be a great way to share your work and that of others in the form of a blog.

LinkedIn Slideshare

Slidseshare is a great tool for content curation. The site was acquired by LinkedIn. Slideshare allows users to upload documents,  presentations and videos. Users can create descriptions of the content, a category along with SEO tags to further categorize the information. Slideshare is a great way to repurpose content. Content on Slideshare can be shared to social networks via sharing buttons & embedded on other blogging platforms such as LinkedIn, WordPress & tumblr.  Slideshare is a platform in itself.

2. Social Networks

Social networks such as Twitter, Facebook and Google+ offer users like and share buttons that allow users to curate content that they like. All three networks allow users to categorize & index content by topics using #hashtags.

Twitter

Twitter allows users to create lists based on topics they found interesting. Users can add other users to lists. This helps to build a digital community by uniting people around common interests. Tweets are also indexed in Google.

Facebook 

Facebook is similar to Twitter in the sense that it let’s users tag content based status updates; helping users to reach beyond friends and followers. Facebook also allows users to share content in groups as well. Facebook is partnered with Microsoft’s Bing Search engine.

Google+ 

Google+ is similar to Facebook in the sense that it allows users to join groups. It is also helpful for content curation because the results are indexed in it’s search engine. The like button is a plus one button and Google+  has  a sharing button. Users can also use hashtags and build a community based on topic as well.

3. Online Publications

Online newspapers and newsletters are another great way to curate content. Flipboard is a great site. I like Paper.li Users can sign up with Facebook or Twitter. Paper.li allows users to customize newspapers and is a great way to curate content. Users can pull content from multiple sources to create newspapers based on topics. These sources include RSS feeds social networks, lists, hashtags etc… These newspapers celebrate the work of others by mentioning them on social networks in the form of a status update. I have gained a lot of followers this way. There are countless sharing sites out there.

4. Guest Blogging/ Content Syndication

Writing on other blogs is a great way to get your message to a wider audience and it allows the blog owner to curate great content that happens to be yours. This can be a great way to build up a following. Another way to use curate content is to syndicate your content. Content syndication is when your share your blog’s RSS feed with other websites. When you share your RSS feed, your content can be shared to multiple websites simultaneously when you publish on your blog. tumblr offers a widget where you can share a blog on a stand alone website.

These are some content curation strategies you can use to improve your content marketing results. How do you curate content?

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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