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Guest Blog Post: One Size Fits All? Not When It Comes to Marketing

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By Duke Merhavy, MBA, PhD
President & Chief Research Officer of Insight Marketing Research

We all know that when a garment is advertised as ‘One Size Fits All’, it never does. This is even more true when it comes to marketing. One marketing approach will never “fit all”. Luckily, there are great marketing tools available to help us tailor our marketing message to fit our prospects.

As a marketer you should never assume that one activity, or one message, directed at all potential buyers of your product is enough. Your marketing efforts should vary, depending on the intended recipient. Now, this does not necessarily mean (though it could) that every individual prospect (or organization) should be receiving a completely different message. It means that different groups within the target market should be receiving different messages more applicable to them. These “groups” are called “segments” in marketing. However, there is some confusion as to what market segments really are – Let’s clarify that:

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A Clean and Fresh Email Marketing List

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Why maintaining a healthy email list is so important!why you need a clean email marketing list

Take a minute to think about your most valuable possessions. A lot of hard work probably went in to obtaining them, and they have a lot of significance to you. Don’t you want those possessions to be in good working order?

Clean, not broken, not unusable.

I urge you to think of your email marketing lists as a very valuable possession. And just like anything else, they can become old, used and less effective if they are not well maintained. Nobody wants a dirty, scuffed-up email list. Just like a rusty pair of pliers won’t work very well, a neglected email list won’t produce worthy results, either.

But, good news! Maintaining a clean email marketing list doesn’t have to be time-consuming, as long as you are consistent in your efforts.

Here are 5 Reasons why you want to keep your email marketing list fresh and clean:

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Email Marketing Vs Traditional Marketing

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In the day and age of email marketing, what we know for a fact is that email marketing is a budget’s bosom buddy! With email marketing again on the rise and the majority of business taking advantage of it, email marketing has quickly taken budget from more traditional marketing initiatives. Not to say that traditional marketing doesn’t have a place in our hearts and isn’t just as important or cost effective as it once was. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone. The cost of these main strategies is much higher than email marketing. Continue Reading >>

Surveys and Email Marketing

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Surveys are a great way to get feedback to better your company and future email marketing campaigns.

We all know that email marketing is a budget’s best buddy, but what are the top reasons to begin using surveys in your email marketing campaigns?

In 2014, FluidSurveys conducted a test on the response rate of surveys done with email marketing. What they found was the average response rate for email surveys equaled 24.8%. Now, this is great compared to telephone surveys, which only averages a 8-12% response rate.Continue Reading >>

Can Social Networks Bring You More Business?

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Social-Media-GraphicAccording to eMarketer.com, Facebook and other social media sites ranked as the second most effective marketing method among US small and medium-sized businesses surveyed in January 2015 by Thrive Analytics, but that doesn’t mean more are using it. More than 4 out of 10 US small businesses surveyed in February and March 2015 said they didn’t use social media for business.

This is unfortunate! If your business isn’t leveraging Facebook, Twitter and other social media sites you may be losing out to the competition. Social Media sites bring together a community of online users who are looking to connect.

Think about how much time you spend on social networks; Facebook, Twitter, Instagram, Pinterest, etc. Pinning, Liking, Sharing, Tagging your friends and quotes you love. Don’t you think that time would be well spent on marketing your business the same way? Shouldn’t others be sharing and liking your business and promotions? Shouldn’t you be gaining more email addresses from Facebook and turning them into life-long customers?

If you answered, “heck ya” to any of those questions, then read on!Continue Reading >>

What You Need to Know About Google’s Mobile Update

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is my site mobile friendly?Recently, Google made a good news, bad news announcement about an update to their search algorithm due to begin rolling out on April 21st. I wanted to take the time to address some of the rumors and misinformation that I’ve heard swirling around. But first, let’s look at the most important piece of the Google announcement.

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.

Emphasis mine.

Let’s get the bad news out of the way first. The bad news is that if your site is not responsive, or not mobile-friendly in most cases you will see a noticeable decline in mobile search traffic as your site slips down the rankings. No, your site won’t be “deleted” or “hidden” on mobile. But yes, when all things are equal, you will rank lower than a mobile-friendly site.

The good news is that if your site is already mobile friendly – hurray! Pat yourself on the back and continue working on whatever you were working on before coming to read this blog. Unsure if your site is mobile-friendly? Continue reading and we’ll look at how to determine if your site is prepared for April 21st.Continue Reading >>

4 Email Marketing Trends To Watch

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As is the case with all internet marketing, the landscape of email marketing is constantly evolving. The way brands and consumers communicate changes daily. With new tools and technologies arriving at a never before seen pace, it’s important for any marketer to keep an eye on what’s coming and stay ahead of the curve when it comes to adopting new technology.

Although email is still fundamentally going to be email, the way we manage this marketing channel will see some changes over the coming months and years. That said, let’s take a look at the 4 latest email marketing trends to watch for.Continue Reading >>

Why Mobile Usability Just Became More Important Than Ever

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It’s no secret that mobile usability should be at the forefront of all current and future marketing strategies. With 60% of consumers exclusively using mobile to make purchasing decisions, you can see why many businesses are adopting a “mobile first” philosophy when it comes to their website.

If there was any question still remaining about how important a mobile friendly site is to the long term success of your internet marketing, Google has delivered a message that should clear things up.Continue Reading >>

5 Step Guide to Re-Engaging Your Email List

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Inactive subscribers. A term that an email marketer knows all too well. These are the people who have displayed a decline in engagement by not opening or clicking on your emails. So what could be the reason for these subscribers to go quiet? Well, there are many reasons (which is a whole blog topic in itself), but the most common one is a lack of interest in the content of your emails. But regardless of the reason, you should always have a re-engagement tactic in place, so that you can put yourself back in good standing with your subscribers.

In this blog I will outline a 5-step guide for re-engaging inactive subscribers.Continue Reading >>

5 Questions to Help Build A Strong Marketing Foundation

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As the number of available marketing tools and platforms continues to grow exponentially, it becomes increasingly more difficult for businesses to outline a cohesive marketing strategy. In my opinion, no matter the number of tools and platforms available the core of the marketing strategy remains the same. Raise awareness, stay in front of potential customers, retain purchasing customers, gather more referrals and measure your results.

It’s easy.

Now the abundance of tools really becomes a question of, “Which one is best for me? Which tool can I utilize at each step of my marketing strategy?”

For this blog, I want to look at each individual piece of a standard marketing strategy and identify some easy ways to accomplish your goals along the way.Continue Reading >>