7 Marketing Resolutions for Younger Marketers in 2016

Fear not, I’m back for 2016 and will be posting again on a monthly basis. Starting right now, with my very own “2016 Marketing Resolutions.” I’ll also list a few great resources I’ve found to help me on the road to resolution glory!

I’m baaaaaaack! Did you miss me? Did you feel like 2015 was just a little darker and a little colder as it drew to a close? You may have assumed it was just a result of the earth’s regularly scheduled journey farther away from the sun, but I’m here to tell you that chill in the air was merely the lack of my presence in your life and on your screen.

But fear not, I’m back for 2016 and will be posting again on a monthly basis. Starting right now, with my very own “2016 Marketing Resolutions” (because there’s never enough “My New Year’s Resolutions” posts in the world, right?) I figure I’ll fare better with these guys than I will with “go to the gym 3x a week” or “limit myself to one season of a show on Netflix per night.”

I’ll also list a few great resources I’ve found to help me on the road to resolution glory!

Business group of people standing on the hill and looking aside
According to iStock, a significant number of people have a goal of climbing a mountain and/or doing the Rocky pose in business suits

 

1. Get to Work Earlier
Here’s the problem with having flexible work hours: you can actually take advantage of them. Add that to my just-two-blocks commute and you’ve got a perfect recipe for snooze-button-dependency. I’ve never been an early bird, and generally I’m of the mindset that I work better when I come in a little later and leave a little later. But I have to admit I feel an extra sense of pep and motivation when I manage to start my day an hour or two ahead of schedule, and having that extra time to enjoy my coffee and clear out the cobwebs logically results in more productivity. So I’ve decided: 2016 is the year I start getting to work before 9:00.

I recently found this simple yet brilliant post on LifeHack for people like me, and I’m eager to try these strategies out.

2. Better Time Management
Another daily struggle for me: deciding what on my list needs to be done and when, and how much time should be spent doing it. Since it’s a point I’m always looking to improve, I’ve found a few basic tools that seem to work best for me when used together.

I’m a visual person, so I always love a good to-do list; it really helps me to be able to look at my tasks laid out in front of me, and physically move them into an order that makes sense. My favorite of the many online options available is Wunderlist. You can create separate folders within your to-do list and categorize each task, set due-dates and alarms, enable email notifications, and sync your lists to the mobile app to access anywhere. Plus, that “ding” noise it makes when you complete a task is super satisfying. Oh, and it’s free!

Another must: The StayFocusd browser extension. No more “two minute web surfing breaks” that turn into ten or twenty; this app blocks all but your allowed websites after your allotted time runs out. Pro-Tip: Put the Chrome Extensions store on your block list, so you can’t cheat and remove the app 😉

5 Important Email Tips for Converting Prospects to Customers

The harder you make it for your prospects to become customers, the fewer will. Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least

(Editor’s Note: This is a preview of Cyndie’s presentation on the upcoming webinar “Email for Customer Acquisition: 5 Great Ways to Expand Your List, and Your Profits!,” with Yeva Roberts of Standard Register, airing Jan. 28 at 2 p.m. EST. Register here to watch the rest live tomorrow, or catch it on-demand starting Jan. 29.)

The harder you make it for your prospects to become customers, the fewer will.

Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least:

  • Provide a clear, concise path to becoming a customer.
  • Enable your prospect to become a customer.
  • Resolve any concerns your prospect has about becoming a customer.

1. Be Timely, Relevant and Easy
Conversion begins at the moment of acquisition—waiting to engage is the kiss of death if you hope to hold the attention of your new prospect. We humans have very short memories—and attention spans—and marketers who allow the opportunity for one to forget a recent engagement will be saddled with lower retention and conversion rates over the customer’s lifecycle.

Your first touch to new prospects must be prompt and direct as you remind the recipient of how the relationship began and, ideally, lay out the path for becoming a highly valued customer. Using email, converting prospects to leads can be quite easy, and when you group likeminded prospects into segments, you can also create highly relevant content appropriate for this audience.

When relevant content is bolstered by personalization, your messaging can transcend a timid first step and become a flat stone skipping through sales ripples reducing necessary touches to a simple few.

Tracking clicked links and buttons within your email will enable you to appropriately respond to engagement with auto-responders recognizing specific engagement activities. Auto-responders are unique tools for reminding prospects they engaged with your brand and helping them resume the process if they’ve become distracted along the way.

2. Provide High-value Content
Inbound marketing represents one of the most successful approaches to converting prospects to leads, leads to subscribers, and subscribers to customers. Your content should be well-written and professionally designed while establishing your brand as an expert.

Your e-books, slide decks, videos, webcasts, demos and the like must be honest and forthright in order to establish your credibility, and should not shy away from areas where your competitors have you bested. Recognizing and addressing these areas will foster trust and help you to build upon these new, budding relationships.

When you post inbound content to your website, you will drive repeat visits; visits that naturally develop, deepen and nurture the relationship to the next stage.

Inbound content such as blogs, videos and online tools also extend the time of visit, and this is an important metric that contributes to your search-engine optimization effort.

Though content at your site is important for this reason and others, resist the urge to keep your content to yourself. Create partnerships with companies that will post your content or choose apps such as SlideShare, YouTube or edocr.com to syndicate your content beyond your own reach. Requiring a form submission to download your content will result in capturing some leads, but you will benefit far more from unrestricted content that is shared liberally.

3. Convey Urgency and Scarcity
Certainly not news to most seasoned marketers, urgency and exclusivity still motivate prospects to act more quickly. Procrastination is a sales killer, so text within your email reminding the recipient of how few widgets remain or how few days to buy the widget remains can dispel bouts of procrastination that grip many of us at one time or another.

Positioning your offer as time-sensitive, quantity-bound or event-based will boost your conversions, but lack of instructions for how to take advantage of your offer can easily negate the benefit gained.

4. Provide Instant Gratification
In email marketing, it’s key to first identify and then solve the customer’s problem—as quickly as possible. Your customers have come to expect and even demand instant gratification, not just in electronic platforms but physical as well. (It’s unbelievable that Amazon is currently testing same-day drone delivery and delivery before you’ve even ordered in order to meet such demands.) You must strive to deliver now.

In your emails, recognize that your clients want it now, and use words such as “instant,” “immediate,” and “now” as trigger words to put them in the buying mood. If your product doesn’t lend itself to being delivered via drone so they can get it now, offer an instant rebate or immediate download. By solving your customer’s problem more quickly than your competitor, you will be more likely to gain the coveted conversion.

As with urgency and scarcity, it’s imperative that you are clear on what steps must be taken in order to achieve instant gratification.

5. Test, Track and Tweak
Don’t guess at what it takes to reduce clicks and shorten your sales cycle, nor should you be a focus group of one. While your opinion about what works and what does not is important, you are not the customer. Use your opinion and expertise as the starting point for testing, but analytics must be used to prove or disprove your educated guesses.

As you begin to understand areas or components slowing your conversions, consider paths that provide information in a more compact and effective manner. Videos are a great solution and a preferred vehicle for many, but podcasts, self-running demos and other online options are also ideal for replacing overhead-heavy meetings, site visits and other person-to-person events.

There are myriad sales-funnel processes, but all can benefit from trusting relationships and consistent experiences. Your blast, drip and nurture emails should be professional, branded and graduated in order to nudge your constituents along. It’s important to remind your prospects why they should choose you—both explicitly and obscurely.