Communicating With Your Audience
We focus on many business areas when building a monthly and seasonal strategy with our brands.
But the key 5 are;
Our Customers - new and loyal.
Your Product - the variety.
The Data - what you have learnt.
Forward Planning - what you know will be coming.
And, the type of Content we want to create each month
Within this blog, we will discuss the first focus - The Customer.
Specifically your current customer, the new customer you want to attract and how you should communicate to them to serve them both.
Current + Loyal Customers
It’s important to remember that it is much easier to reconvert an existing customer than to convert a new customer for the first time. Often independent businesses will continually focus on attracting new customers to their brand - which (it’s suggested) hold a much lower conversion rate at 2-4%. Therefore, for every 100 browsers to your website, it would be considered “good” if 2-4 purchases were made. The suggested conversion rate of a returning customer is 25-30%. What would that do to the success of your business if every month, 30% of your sales were from previous customers?
There are many ways in which we communicate monthly marketing with the intent of reconverting loyal shoppers. The main one is through automation after they make a purchase. Your Purchase Sequence of emails should be at least 5 emails, spanning over 6 weeks. First, confirming their order and share more insight into the stunning independent brand they have decided to shop with. Finishing with a “we think you’d love this” email 4-6 weeks after their initial purchase. This cadence of emails will request reviews and feedback, giving customers access to exclusive offers - all as a way of nurturing and maintaining them as warm leads. This works well for many product-based businesses, so we segregate email newsletters to purchasing and non-purchasing customers to ensure those who have invested in the brand get the bespoke communication they need to feel valued.
New Customers
Often this is the customer many businesses are continually trying to communicate with - yet are far harder to connect with. We try to focus on just a selection of marketing approaches at a time so that we can learn and understand what is enabling us to capture that “first conversion”. One area we know works well across most retailers is the “connection content”. Content that the customers can relate to and reason with from their own experiences. That may be a written customer review - or selling language which details a similar problem/solution they are experiencing. The aim is for them to react such as “I feel that…”, “I struggle with that…, “That’s what I’m doing…”.
Ensuring you have a strategy to communicate effectively to both types of customers is key. Often when a brand starts to work with us, they either don’t understand their customer or do not know how to talk to them with impact. Everything with marketing is about creating a story that will capture your audience to stick around long enough for us to persuade them they need your product or service.
Let us help you create meaningful marketing stories….