As web marketing has skyrocketed, so have the methodologies fueling it. Companies once targeting radio, print, or television ads now monitor Twitter feeds, Facebook pages and Foursquare check-ins, all in the name of improving brand recognition.
Short of tagging every customer with a GPS tracker and microphone, how can you figure out who is buying your products and connect with prospective customers and steer them towards the right product or service?
Frequently perceived as the dinosaur of marketing methods, email marketing can be very effective if executed properly.
Pros love it because email marketing has a low barrier to entry and the potential to reach thousands or millions of customers.
Email directs traffic to websites or social media outlets, which in turn reveals much about the users. Ownership of that marketing database provides direct connection to customers and autonomy from outside channels to facilitate communication with them.
Cost Per Click
With cost per click (CPC), you pay any time a user clicks on your ad.
You only pay when the ad is clicked and don’t have to pay for ad views, so you potentially gain impressions and brand recognition.
While it is easy to get started with CPC ads, a click in and of itself is a weak action and fairly low commitment. There’s no guarantee that a click on your ad will net any ROI or help you learn about the customer.
Cost per Aquisition
Cost per acquisition, or CPA, is similar in that you pay only when a specific action is performed.
However, you get to decide what the action is. For a brand awareness campaign, you might determine than an action is signing up for your email list; for a service campaign, you might decide that an action is becoming a member or purchasing a product.
You get to decide what it is that you want–and what can help you learn more about customers– then go for it.
Actions such as taking a survey, filling out a form, downloading a trial or sample or connecting with you socially offer insight into who your customers really are, and what they want.
Cost per Fan
Cost per fan (CPF) is fairly specific: For every customer that becomes a fan, you pay. When you need to build brand awareness or promote specific products, CPF works well.
Likewise, if you want to target a certain demographics that are drawn to the target website or blog. Concurrently, companies that don’t have large scale social media needs won’t need CPF.
Once customers become fans, you can interact on social networks.
Social media increases that sense of personal connection between you and your customer base and may also increase the level of customer service by giving users multiple channels to reach out to you.
To get the most from your social platforms, put staff members–not interns–in charge of posting regular updates, responding to customers that interact with you, and promoting your products and services.
When used together, these marketing methods can help you learn customer behavior, needs, and desires so you can recommend the products that suit them.
Ultimately, this can lead to improved connection, loyalty, and brand recognition that satisfies both you and your customer base.