Why don’t people trust marketing?

Why don’t people trust marketing?

Now this could be construed as quite an ambiguous question with many people giving a host of different answers, some probably which wouldn’t be amiss after the 9pm watershed.

Marketing can sometimes get a bad name when things go wrong…with a few reasons listed below.

•Burnt in the past•Promised the world…delivered a village•Sign up for 6 months…not heard from after 1st week•Reports as frequent as hot weather in December•Hidden costs•Charge consumer…don’t deliver work

And with Marketing now becoming more social and as B2B and B2C marketers are equally interested in social engagement, passionate about Facebook ads and are fascinated by influencers, the game is set to change. This also allows you more avenues to engage with your customers and build that elusive trust which is so hard to gain.

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So here are 4 ways how marketers can win over audiences

1. Talk about things the customer wants to hear…not just yourself!

Consumers don’t care about you as a company until you give them something to care about…basically give them something which is of use of to them. It could be anything from an info video, to a blog post to an infographic on the best times to post on social media.

Customers need to be put at the centre of everything we do. Consider what their most pressing issues and try to offer solutions that get their heads turning.

2. Use Content Created By an Expert or Established Source

It’s no secret that people buy from people they trust.

But where does that trust come from? Apart from being unconditional between people like friends and family, it comes from being open, honest, and educational…see point 1 to re-affirm. Showing your audience that you know your stuff and understand their wants and needs goes a long way to building that trust.

3. Share Real Stories

Some marketers have stories which are only geared towards the sell…well some consumers prefer to see the human side of a company. For instance the Dude vs Dough challenge we at Coretium took part in last week…shared all over our social media channels…no hard sell, just us showing the other side to the team.

4. Build a Community

Finally, you can bring all the above points together to start building a community around your brand. This is so important in an age where you can pretty much get anything you want or need with the click of a button.

If you are having trust issues with your marketing agency – Get in touch with us now.


The Do's and Don'ts of Social Media Communication

The Do's and Don'ts of Social Media Communication

Social media has been global communication tool for a few years now and has grown to a scale where not many would have predicted the sheer size and volume in which it has consumed us the public...yet it can be used with great effect.

For brands, the freedom of expression that social media allows can be something of a blessing or a curse. It’s great when consumers follow what you are doing - like/retweet/engage and generally act positively towards you. However it’s not so great when you have to defend your name and/or actions in the world of social media. Social media is a powerful tool, so put a foot wrong can be a recipe for setting yourself up for a customer backlash and maybe even a media storm.

Most brands have adopted some sort of ‘crisis’ communication strategy to have a ready for such emergencies. Gone are the days which companies had 24 hours to come up with a crisis response. Thanks to social media, the reality is now that catastrophic events need to be dealt with in real-time or else run risk of rumours spreading.

Not that coming up with a ‘crisis’ communication strategy is an easy or straightforward task...but here is a quick run down of some do’s and dont’s of communication in this age of social media immediacy.

• Do – remain calm under pressure;

Every week some sort of celebrity scandal will hit the tabloids and invariably said celebrity would be associated with a brand(s)...the brand then has a decision to make, to either do the normal knee jerk reaction and sever all ties or wait for all the facts to become crystal clear before making a decision.

• Don’t – take your eye off the ball;

Knee-jerk reactions aren’t always the best way to deal with things...as is to do nothing at all, which can be equally damaging as a brand. Always try to keep ahead of the game and know what is going on within your company.

• Do – take responsibility for what you post on social media;

In this day and age, social media is a 24/7 thing, meaning that the majority of people will have access to the work social media account as well as their personal ones on their phones/tablets etc. This can sometimes lead to the unfortunate circumstance when something is posted which is markedly ‘off-brand’. A quick delete seems like the easiest option – but there is always someone there ready to screenshot that mistake. By speaking openly about it and admitting to the mistake it can go a long way to rectifying the situation.

• Don’t – Talk “at” your audience

Without listening and responding to them, this could undermine their trust in the company as a whole. Customers need to be talked ‘with’ not ‘at’.

• Do - accept that social media is a viable, permanent and efficient way to communicate, and embrace it as part of your company DNA.

• Don’t – Ignore comments;

It is vital to engage with your customers. No engagement can make them feel you don’t care. It all comes back to customer service. You should use this an opportunity to interact with your followers and show them how you deal with situations – both good and bad.

To find out more on Social Media Marketing listen to our podcast on the 'Benefits of Social Media Marketing' and other marketing topics please click here


Email Marketing Statistics

When it comes to Marketing statistics few companies do as much research as Hubspot. So when we looked to find the most in depth stats on Email Marketing, we went turned to them. See below for informative stats to help you understand how your customers may respond to email marketing and a few tips on how to make your campaigns more successful.

Click through Rate:

  • 54% of marketers say increasing engagement rate is their top email marketing priority. (Ascend2, 2016)
  • 11 a.m. ET has the highest click through rate for email sends. (HubSpot, 2015)
  • 15% of marketers surveyed say their company still does not regularly review email opens and clicks; only 23% say they have integrated their website and emails to track what happens after a click. (MarketingProfs, 2016)
  • Email notifications about abandoned carts have a 40.5% open rate. (eMarketer, 2015)
  • As the number of images in an email increases, the clickthrough rate of the email tends to decrease. (HubSpot, 2014)

Email Copy:

  • 64% of people prefer rich text emails. (HubSpot, 2014)
  • One-third of millennial workers are comfortable using emojis to communicate with a direct manager or senior executive. (Adobe, 2015)
  • Email subject lines that include the words "thank you" have the highest above-average engagement levels. (Adestra, 2015)
  • Nearly half (47%) of marketers say they sometimes test alternate subject lines to optimize email performance. (Marketing Profs, 2016)
  • Emails that included the first name of the recipient in their subject line had higher click through rates than emails that did not. (HubSpot, 2014)
  • The open rate for emails with a personalized message was 17.6%, compared to 11.4% without personalization. (Statista, 2014)

Email Segmentation:

  • 42% of marketers do not send targeted email messages; only 4% use layered targeting. (Marketing Profs, 2016)
  • 83% of companies use at least basic segmentation for their emails. (Econsultancy, 2016)
  • The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2, 2016)
  • Segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015)

Email Usage:

  • Three-quarters of companies agree that email offers "excellent" to "good" ROI. (Econsultancy, 2016)
  • Email use worldwide will top 3 billion users by 2020. (The Radicati Group, 2016)
  • Gmail has 1 billion active users worldwide. (Statista, 2016)
  • 66% of unsubscribes occur between 5 and 10 p.m. (Tomasz Tunguz, 2015)
  • 86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily. (Statista, 2015)
  • 51% of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success. (Ascend2, 2016)
  • 86% of professionals prefer to use email when communicating for business purposes. (HubSpot, 2017)
  • 78% of consumers have unsubscribed from emails because a brand was sending too many emails. (HubSpot, 2016)
  • Mobile Email Two-thirds of emails are read on either smart phones or tablets. (Marketing Land, 2015)
  • Outside of work, Americans most commonly check their email while watching TV (70%), from bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%), and even while driving (18%). (Adobe, 2015)
  • 75% of Gmail users access their accounts on mobile devices. (TechCrunch, 2015)
  • 48% of emails are opened on a smartphone. (Movable Ink, 2015)
  • 41% of emails are opened on an iPhone. (Movable Ink, 2015)

If you feel your email marketing campaigns are under performing,

CLICK HERE

to have a member of our team reach out to you. 

 

 

Source: THE ULTIMATE LIST OF MARKETING STATISTICS (Source: https://www.hubspot.com/marketing-statistics)