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Cross it Off

How does one improve inbound marketing efforts?

No, I’m not asking – this was keeping me up into the early morning hours.  From online chat (we implemented at the end of last year!) to content marketing, there is no one right answer.

And don’t get me started on social media.

Perhaps each month you think like a publisher: chasing stories for blog postings and your email newsletter all while nurturing an editorial calendar.

All to support any number of goals, such as:

  • Keeping sales talking to potential customers?
  • Nurturing prospects who may close in a year?
  • Drive more traffic to an online store?
  • Improve and personalize content efforts?

If your answer to all is ‘YES!’-  we know how challenging it can be to keep momentum going.

Here are some tips on how Cross Media Marketing can support your efforts.

Cross Media Infographic One

Personalize emails No big deal, huh? An Experian study covered the benefits of personalized subject line use – to the tune of improving transaction and revenue rates by six fold. The beauty is this is not complicated to implement.

Try it in your next blast – what do you have to lose?

Review Click Activity Timestamps
We normally distribute email blasts in the morning and receive a bulk of click activity early in the day to mid-afternoon.  Interesting item to note is a smattering of clicks that shuffle in days later.

Maybe the aggregate of those clicks would lead to a sizable list – ideal for segmentation?

And maybe we’d find these subscribers prefer content in the afternoon, early evening or a completely different day.

Great, just created more work for myself!

Of course, the great news is this can improve the end user experience and help us to impro

Don’t Just Gather Data – USE IT
After collecting activity information, segment content by prospect interest. For instance, 100 of your 1,000 contacts click a blog article on tips for renovating a kitchen, they may be interested in hearing more about your improvement services.

Tailor a email blast with a focus on home improvement and see if your prospect (or return client!) is interested in a special promotion, coupon or special.

Better yet, give them a call and see if they have any specific project questions. If you don’t have their phone number, send a personalized email follow up.

Support Sales Follow Up

Direct Notifications
Send email notifications directly to your sales team – what does this mean?

When a prospect clicks a website, blog or external link, your business development can be informed almost immediately.

Why is this important?

Your chances of making contact with a lead go up if you call within five minutes of the initial activity.

Tell us more about how you use inbound marketing in the comments below!

Jon Davis
Jon Davis

Jon Davis is Cushing’s Marketing Manager. From blogging to online communications, Jon writes about general client developments, Cross Media and marketing trends. Originally from New York, Jon and his family reside in Brookfield, Illinois. Click here to see his Google + profile.

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