How much is a single customer worth to you? Is retention as important as generating new leads? To answer these questions you need to consider the lifetime value of your clients. To determine Customer Lifetime Value means to calculate how much profit you can expect from a single client over their lifetime. Granted, there is […]
The Importance of Creating Marketing Personas
In keeping with our belief in building Customers for Life, we have developed a 3-part series to do with the creation of Marketing Personas. The why? The how and some action steps. In short, it’s really all about the data – how you collect it, analyze it and use it. That said, here’s Part 1 […]
Strategies vs Objectives vs Tactics: Why do you need to know the difference?
Strategies vs Objectives vs Tactics – knowing the difference can and will help change the equation. A common question that crops up all the time is “what the difference is between strategy, objectives and tactics”. Understanding both the difference, and how these factors dovetail, is vital given that the answer will likely determine how marketing […]
First Impressions Count So Make Them Profitable
How? Send welcome emails! So here’s the thing: Open rates for welcome emails are, on average, 50%. This means that, compared to standard email, they are 86% more effective. Why take advantage of this situation? Based on historic open rates, you know that your new customer is most receptive to reading and digesting your messaging at […]
FOR IMMEDIATE RELEASE: intouch relaunches intouchagent marketing program
intouch relaunches intouchagent marketing program for insurance professionals Digital marketing agency helps insurance pros stay in touch with customers and prospects Los Angeles, CA – Today, intouch Business, Inc., a leading digital marketing agency announced the relaunch of their intouchagent marketing program for insurance professionals. Originally conceived over 14 years ago as an email marketing program, […]
Vertical (Program) Marketing: Are You Ready To Take the Plunge?
What do we mean by vertical marketing? Visualize your marketing model as the root system beneath a tree. The trunk is the broad category of your industry, which then gets subdivided into narrower branches. These branches might be your specific services or product categories. For each branch, you have an ideal customer. Vertical marketing targets these […]
5 Reasons You Need an Account Rounding Program
Last year I wrote about the importance of Account Rounding to increase insurance revenues. Since then we have continued to refine this idea of account rounding and have learned valuable information on how you can use account rounding to increase your business. To help you understand how this tactic can work for you, here are […]
Social Posting: How Much Is Too Much?
There’s no easy answer to this question as the solution is different for every marketer. What comprises your target audience? If it’s teeming with millennials, the answer is more often than if your target is skewed older. Is your brand the type that needs to post more often? There’s four more important factors than posting […]
How can you improve your email open rate?
4 proven techniques to sky-rocket your email open rate Email open rates vary greatly for many different reasons, but most important the open rate is most impacted when the recipient of your email believes there is VALUE in the message you have sent. That ‘value’ is represented in four ways: Your From (sender) name. Your […]
Cyber threats spike during coronavirus pandemic
Cyber threats to both the health care sector and average Americans have surged as hackers look to take advantage of the panic and chaos caused by the coronavirus crisis. Major agencies including the Department of Health and Human Services (HHS) and the World Health Organization (WHO) have been targeted by hackers in unsuccessful but ongoing […]
“It’s not what you say, it’s how you say it” makes no sense right now.
“It’s not what you say, it’s how you say it” is a statement that makes no sense right now. While “how you say it” will always be important, it is absolutely imperative that “what you say” is relevant, important and non frivolous at this time. Otherwise, you risk the recipient of your messaging ignoring and […]
The Road to Untold Riches: Niche marketing
“Niche marketing,” aka “Vertical Marketing,” aka “Program Marketing”. The strategy may be known by a number of names, but it’s really just “smart marketing” when you choose to market into a particular niche. Why? Unless you have a large budget and have the operational power of a large company, marketing your product or service to […]
Amazon wishes upon a (marketing) star
Do you remember the last time you committed to making a purchase of something without ensuring it had a decent quantity of firmly positive reviews, plus four or more stars denoting further approval? I was going to write a story about the importance of reviews and associated stars in terms of the online shopping experience, […]
What’s old is new again…
A spirited discussion during a networking session this morning helped me realize, once again, the importance of email…and yes, the ‘front-end’ emails like eNewsletters, promotional messaging, welcome and referral emails are all key, but today, more than ever, ‘back-end’ emails are equally as important. What are ‘back-end’ emails? They could be considered follow up emails, […]
Nefarious Marketing: The profession has never looked so bad
I believe marketing to be an honorable profession, reaching out to the consumer or to businesses with messages that, however contrived they may be, minimally deliver some value along the way. Not so with what I think of as “nefarious marketing” techniques. Ones that take advantage of or attempt to change behavior. One doesn’t have […]
The Importance of Management Teams
For some forty years, I have been involved in strategic planning both for my clients, and my own successful companies. It has been extremely exciting to see the results of my approach – some clients have doubled, even tripled their businesses, within as short a time frame as one year! Not only that, they have […]
The 5th “P” of marketing – and the most important?
Everyone who took ‘Marketing 101’ learned about the 4 “P’s” of marketing: Product Price Physical distribution Promotion But since you attended college, a fifth “P” has been added signifying “Positioning”…and it should take a leading place when developing your marketing strategy prior to working through price, physical distribution and promotion. After all, how can you […]
Marketing: Why You Should “Pull” Rather Than “Push” (and Skyrocket Your Results)
Adopt an attitude of deference and demonstrate much greater patience… Visual licensed from adobe stock. The days are gone when you can push your sales message out to your target audience in a manner and using verbiage and visuals that would, in today’s marketing environment, be deemed “pushy” at best. In addition, using follow-up approaches […]
The Importance of Mentorship: Giving is even better than getting
According to a survey by the American Society for Training and Development, seventy-five per cent of executives say mentoring has been critical to their career development. We all need mentors. Guiding lights who push us to think or act in different, more aspirational ways. I was no different. I needed a mentor to accelerate my […]
After Conversion
And then later, after conversion… A Welcome Series Send a series of welcome messages to new customers and you’ll see measurable sales increases when they up-sell and cross-sell themselves. eNewsletters and Holiday eCards An email newsletter is used to inform your audience about the latest news, tips, or updates about your product or company. They […]
