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A good marketing or ads placement is not about the sweetest words, designs or tools, but about the right message, strategy and call
to action
message but in the follow up call.
interaction, engagement and reputation management with a brand and her
customers
There are two major options available for marketing. We will
briefly highlight, discuss and recommend what best fits your business &
budget based on experiences with past clients. There are as follows: Digital
Marketing and Retail Marketing
google analytics and more but digital marketing is weigh more than what you
think and has been in existence longer than 100 years.
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| The First Digital Marketer in History.. Source: Wikipedia |
Digital marketing is a marketing that is designed or disseminated via digital
applications.
mentioned is a great aspect to reach a selected audience which can yield better
conversion, but let’s start with “Offline Marketing”.
Offline
Marketing: The offline marketing can also be divided into the conventional
media placement, prints, and mobile marketing.
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| Image Source www.pob.com.ng |
The Conventional media placement: this
is the regular placements via TV, Radio, Newspapers, Bus branding, billboard
etc.
huge budget even though her results can’t be fully measured. Especially for billboards
If your business is a small or medium scale business don’t even think about billboards lol, because you have a slim chance of getting the value for your money. Even the big players are realizing this. This is why you will find more vacant billboards on the street.
choose the conventional media placement, always remember it’s all about 3 focused strategies to gain conversion
because you only have few seconds to win the attention of viewers whether or
not your focus is brand awareness or brand engagement:
simple brand message, curiosity/humour/highlighted customer needs and a call to
action”.
When many things reflects on the faces of viewers, they get
nothing (Eliminate too many information & distractions).
Brands like
GTBank, Samsung, and Airtel etc. play this game very well.
Although, graphics
and quality is an essential ingredient to delivering result, conversion is all
that matters for ROI & simplicity is what depicts professionalism
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| Image Source: Flint group |
Prints: This type of marketing shares similar traits
with conventional media, but it is widely used by small scale enterprises. (Make your placement as simple as possible with actionable phrases (Call Now, Register now, Scan to Buy etc.)
Examples are fliers, banners, T-shirts etc. Even though print share similar
strategies with conventional media placement, entrepreneurs and business
experts must apply caution when maximizing this placement.
As oppose the
conventional media where deployment is done by advertising media or publishing firms,
the prints deployment can be done by anyone through the application of DIY (Do it yourself) or
a local graphic expert. Call 07081557995 for prints
For this reason, you must identify all legal
obligations, environment restrictions and fees to be paid to
regulatory bodies governing your activities like LASAA (Lagos State Signage
& Advertising Agency), should in case you’ll need to make legal payment for
using branded cars, signage, banner, posters and even branded t-shirts etc.
An example is a challenge we
suffered with one of our client’s activation “BLUDOT Xplorer” at Shoprite Mall
Ikeja in the year 2015, where we paid a fine of N25,000 for violating the Mall’s rules for
activation, using branded T shirts to market in the mall without proper
authorization. #Coverface. Don’t learn the hard way
text, voice calls, USSD/short codes, IVR, Mobile app.
Personalized Bulk SMS is an extra feature from the regular Bulk SMS where you can personalize communication to multiple recipients who visited your store.
For example, you can send appreciation messages after each working day to all prospects and customers at the punch of one button, who visited your store or purchased an item.
(Hi Bayo, we want to say a big thank you for purchasing XYZ, get 20% discount for your next purchase. We would love to see you again).
You can offer discounts on next purchase or referral benefits, as this will
increase your chances to boost conversion. Use talk.pob.ng for this service.
Voice
Calls: This is a recorded voice message sent to multiple number of
recipients at the punch of one button using your GSM number.
This is well used by politicians in
Nigeria, but one should avoid sending spam voice calls like what most regular
network providers in Nigeria do.
I’m sure you don’t have money to waste or want
to be seen as mosquitoes to your customers.
You can send calls to customers on
their birthday month, wishing them a blissful month of celebration ahead and
directing them to your store for birthday gifts or discounts.
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| Click here to visit site and get help |
You can also use
an influencer or celebrity to make a call to your customers, telling your customers
how much they love your products or love you. Use talk.pob.ng
USSD (Unstructured
Supplementary Service Data) /short
codes: is a Global System for Mobile (GSM)
communication technology that is used to send text between a mobile
phone and an application program in the network.
Applications may include
prepaid roaming or mobile chatting e.g. GTbank banking code like #737 or short codes
used for voting/subscription, or may be popup messages when you check your
account balance.
Owning this application is a little on the high side, so it is
advisable to run a dedicated shared server.
If you wish to use this kind of
service or have this set up for your campaign call 08023782509 for more information.
Your ad message should not be
more than one sentence with a call to action [usually “Dial or Text (The Code)”] that explains the whole
functionality and features of the services rendered by the application code.
Please note that to have this set up, you will need your dedicated USSD code.
Visit www.ncc.gov.ng to get your letter
approved, when this is done, we can help with the set up.
If you want a quick or
cost effective USSD Code, contact us so we can lease one of our codes to you.
Interactive Voice Response works like
the USSD but as the name implies, it is a voice response system and it is
advised to be used for customer services as opposed marketing.
Mobile applications were mostly admired
by our customers, especially those who owned eCommerce stores.
Download Video
There’s a general
belief that mobile shopping apps retain eCommerce customers or could be used to
maintain customers loyalty, but from experience I’m sad to announce to you that
in reality, this is not as it seems (Ask Konga & Jumia).
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| Researched conducted by Dazeinfo.com |
If you are not
creating a mobile application for a specific function useful to customer’s
engagement such as: loyalty reward app, video app, Ubber, games etc. then this
is an unnecessary marketing engagement strategy.
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| Image Source: AirAsia |
Building a mobile shopping app especially in Nigeria is a waste of money because email marketing, push notifications,
social media marketing are all cost effective engagement tools that converts as
oppose to a mobile app that will be deleted by
user in months when trying to secure space on their mobile device.
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| Image Source: Sendmsgs |
The
cost of acquisition, maintenance and ads placement are lots of money to be
thrown away when an application is deleted.
Not to totally write off mobile application
for shopping, you can create a mobile application strictly for loyalty reward,
making customers realize your app is design to give away weekly discount or
play games for special giveaways.
My point: If your company services app doesn’t solve a generally desired problem e.g travelling app, map, edit app, news app etc. other than just selling, don’t waste money on mobile applications.
If you must go for the mobile app options please put this users feedback in mind. This was gotten from an online questionnaire by search engine watch in 2014
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| Image Source: Search Engine watch |
to the regular retail marketing but this is done online and can be more
effective as compared to any other marketing, because results here can be monitored, retargeted and measured.
Your focus should be where are my customers, how to reach them,
what do they like? How to interact/engage with them and how to maintain a good
reputation management system.
Below are the channels that can help you meet
your goals online:
· Search engine optimization (SEO) &
Search engine marketing (SEM)
Pay-per-click advertising (PPC)
Content marketing
Social Media Marketing (SMM)
Email marketing
Lead Generation
Sales Funnel Creation
Video marketing
Building Phase:
(Website design & Blog Creation, Social account Set up and integrations, automation tools, listening
tools etc.)
Affiliate marketing
We will extensively discuss each of
these areas in subsequent posts or videos, so subscribe to our blog and YouTube channel to be the first to get detailed explanations of the above mentioned
Retail
Marketing : There are two major types of Retail Marketing; code call and
Referral Marketing
Code Call: This is a type of marketing
where you introduce your product or service to a new prospect (A to be
customer) that doesn’t know you or have a relationship with you.
There are
specific skills and strategies you can deploy for code calling which we will
explain in subsequent posts or videos.
Don’t forget to subscribe to our YouTubechannel or blog to stay updated.
Referral Marketing: This is a type of
marketing where you introduce your product or services to a person you were
referred to by another person or customer.
There are also specific skills and
strategies to be deployed which we will discuss in subsequent posts and videos. Subscribe
However, below are the key cover areas to consider when applying code
call or referral marketing:
Get a First
Approach Strategy:
What is that unique first line you are comfortable
with to open the door of conversation. Remember, “Marketing is more psychological than stereotyped”.
Even though situations determines your welcome
approach which may be compliments, humour, coincidence etc.
You must have a default
first line you are comfortable with and can easily remember that will jump start
you to step two.
For example, “My name is Omotosho Adebayo, I work with Mutual Benefits
Life Assurance, I’m sure you’ve heard of my company?”
Ask the Right
Questions:
Asking the right questions is the live wire to closing a sale or
getting a promise, because this is the only effective way to identifying the
need and problems of a customer.
Where this is omitted, just know you are
telling and not selling
Apply Empathy
& Acceptance:
Accepting the feedback of your prospect is a silent key
strength of the conversion that reduces the risk of argument &
misunderstanding.
It can be you taking notes of his feedback and repeating it
before starting to make your points.
For example, If I got you clearly, you mean this
this this?
Respecting the views and feelings of your prospect makes the sales
conversation more accommodating and open.
No matter how crazy a customer’s view
can be, make your product or services an alternate strategy that can better
improve what they already have.
For example, this is a wonderful idea and surely it
delivered xyz results but why don’t we look at this way to get at least more success
or convenience at an affordable rate.
You then lay the strength and features of
your product or services to solve their problems
Closing
the sales conversation:
This is the most important aspect, where the use of
body language and confidence is key to a successful closing.
Before starting your
sales conversation, I’m sure you should have a sales goal for each
conversation.
Either a promise with a detailed time, closed deal, referral or
reschedule for a more convenient conversation.
With this goal in mind, you
study the body language of the prospect based on the objections thrown at you
and how you attended to them.
If you have a positive feedback, be confident to
request to close the deal as you send your body language using a question.
For example, Sir, can I help you process this now or get a technical team to get you signed
up? It only takes a few steps.
But in a situation where you get a negative
feedback, do not hesitate to ask questions where and why your customer is still
not clear/interested in your offer and outline reasons why he/she is not
interested in your offer.
It is possible that your offer isn’t good enough or
not offered at the right time, or probably affordability is a major challenge.
Then you can apply further strategies based on your organization’s goals to
help meet his or her needs like referral options, installment, trial or other
zero commitments like sign ups to keep him or her updated
In Conclusion,
Irrespective of what type of marketing channel you choose to deploy, always start the beginning with the end in mind.
Define your goal, this could be awareness, interaction, engagement or reputation management. Your investment should at least yield a return on investment either in cash or kind.
Even though, the online marketing is the most reached and newly embraced form of marketing, do not ignore the retail marketing. Set a goal of reaching at least 2 people a day who haven’t heard of your offer. Complimenting this with your online strategy, you should have a sustainable business
Above all, the success of every marketing is not getting the message to the prospect but making a good follow up call.
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