January 2016 | Mann & Co. Inc.

Why Offering a Free Incentive Doesn’t Always Get You That Next Client

 

Why Offering a Free Incentive Doesn't Always Get You That Next ClientEvery day there are hundreds of offers online that promise a free gift or reward when you make a purchase, sign up or request more information. It is often considered good practice, but is it always? Does the customer see these gifts as cheap, or as a good incentive?

In some cases, you might be surprised to discover that offering an item might cost you more than you get in return, harm your reputation and leave you feeling deflated.Continue Reading..

How to Work Out Your ROI With Email Marketing

How to Work Out Your ROI With Email Marketing

How do you calculate your email marketing ROI?

Email marketing is one of the most cost-effective ways to sell directly to your audience. According to research over the past ten years, email marketing has provided the best returns on investment of any digital marketing channel.

For some campaigns, the returns can be as high as $40 for every $1 spent. It doesn’t mean you can automatically take these figures for granted. Even if you are getting high responses from your email marketing campaigns, it would be foolish to stop monitoring your costs.Continue Reading..

Does Your Target Customer Profile Change Over Time?

Does Your Target Customer Profile Change Over Time?

Your target customer profile is the most critical ‘need to know’ piece of information for your business. Without this vital data, you won’t know how to create marketing content for your audience, where to market your products or services and more importantly – whether or not your products are going to have value for your target audience.

Many young businesses don’t even consider creating a target customer profile. Instead, they think of their clients as generic people on the streets or in offices who they can market to. It typically leads to higher marketing costs and in some cases business failure.

Those that create a target customer profile tend to do it once and then never re-examine it. Could this be a failure of itself? Should you change or reassess your target customer profile over time?Continue Reading..

Treat Every Website Page Like a Landing Page

Treat Every Website Page Like a Landing Page

Landing pages are often thought of as a single page on your website, connected to a particular marketing campaign. In a sense, this is true. A landing page is a place where prospects enter your site, find information and advice on any problems they may have and hopefully, take action (i.e. make a purchase, sign-up to a mailing list, etc., ).

But, are landing pages just those that you designate as landing pages? Or should you be looking at every page and treating them all like a landing page? What does this mean for your business and how can your website be designed in such a way?Continue Reading..