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Trigger- & Transaktionsmails als Performance-Hebel

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Trigger- & Transaktionsmails als Performance-Hebel


Bevor wir uns anschauen, welche automatisierten E-Mails den größten Erfolg versprechen und wie wir diese optimal aufsetzen, gilt es, kurz die Begrifflichkeiten Marketing Automation, Trigger-Mail & Transaktions-Mail zu klären.

Marketing Automation

Der Begriff “Marketing Automation” steht generell für eine softwaregestützte Methode, um Marketing Prozesse zu automatisieren. Hierbei kann es sich zum Beispiel um den automatisierten Versand von Nachrichten in Form von E-Mail, Push, SMS und Print handeln oder auch um die automatisch gesteuerte Anreicherung von Empfängerprofilen auf Basis Ihres Nutzungsverhaltens. Die Anwendungsmöglichkeiten sind vielfältig. Im E-Mail-Marketing kommt die Marketing Automation besonders häufig beim Versand von einfachen Trigger-Mails, aber auch bei komplexeren E-Mail Versandstrecken zum Einsatz. Fortgeschrittene Versender kombinieren dabei verschiedene Kanäle und verschicken beispielsweise Postkarten an Empfänger, deren E-Mail-Adressen beim ersten Zustellversuch einen Hard-Bounce erzeugt haben.

Trigger-Mails

Trigger-Mails sind event- oder anlassbezogene E-Mails und Kampagnen-E-Mails. Der Versand basiert darauf, dass bei den Abonnenten ein bestimmtes Ereignis eintritt. Trigger-Mails werden nach einer vorab definierten Regel oder zu einem festgelegten Zeitpunkt automatisiert versendet. Hierbei hilft die gerade beschriebene Marketing Automation. Gelungene Trigger-Mails eignen sich sowohl für die Kundenpflege und den Abverkauf als auch für die Anbahnung neuer Kundenbeziehungen. Klassische Vertreter von Trigger-Mails sind zum Beispiel Mails zum Geburtstag, zur Reaktivierung inaktiv gewordener Empfänger oder auch für Warenkorbabbrecher.

Transaktions-Mails

Transaktions-Mails sind E-Mails, die automatisiert durch Nutzeranfragen aus Shop- und Buchungssystemen, Online-Portalen, Communitys, sozialen Netzwerken oder vergleichbaren Systemen angestoßen werden. Häufig werden Transaktions-Mails auch als System-E-Mails bezeichnet. Typische Transaktions-Mails sind Anmeldebestätigungen, Bestell- und Versandbenachrichtigungen oder Statusmeldungen. Diese E-Mails werden vom Kunden bzw. Nutzer erwartet und zeichnen sich aufgrund der inhaltlichen Relevanz durch ein gesteigertes Interesse der Empfänger aus. Entsprechend hoch sind die Öffnungsraten, die bei bis zu 80 Prozent liegen – und damit weit über dem Durchschnittswert regulärer Marketing-E-Mails.

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Trigger-Mails – Den richtigen Anlass finden

Für erfolgreiche Trigger-Mails steht der E-Mail-Marketer vor der Herausforderung, geeignete Anlässe und Ereignisse bei Kunden und Interessenten auszumachen und darauf möglichst relevante E-Mails zu versenden. Während einige Anlässe zum Standard-Repertoire eines jeden E-Mail-Marketing Programms gehören, bieten sich bei vielen Firmen auch ganz individuelle Trigger-Szenarien an. Viele davon lassen sich ideal in den Customer Lifecycle einbinden.

Zu den gängigsten Trigger-Mails gehören unter anderem:

  • Willkommenskampagnen
  • Geburtstagsmails und andere Jubiläen (z.B. Jahrestag der Newsletteranmeldung oder des ersten Kaufs, Namenstag)
  • Reaktivierungskampagnen
  • Warenkorb- und Transaktionsabbrecher

Empfänger begrüßen – Willkommensmails

Einen Besseren als den Anmelde-Zeitraum wird es im Laufe des Beziehungslebenszyklus vermutlich nicht mehr geben, um mit dem Kunden in Kontakt zu treten. Der Willkommensgruß ist die erste Chance, den Nutzen des E-Mail-Programms unter Beweis zu stellen. Vor allem derjenige, der es schafft, die Erwartungen zu übertreffen, macht Lust auf mehr und erhöht Zustellbarkeit sowie Response-Wahrscheinlichkeit künftiger E-Mails. Heißen Sie den Empfänger bereits in der Betreffzeile Willkommen und machen Sie ihn im Mailing mit Ihrer Marke vertraut. Neben der Vorstellung Ihrer Services und einer Vorteilskommunikation, bietet sich der Hinweis auf Ihre Social Media Kanäle oder Ihr soziales Engagement an.

Haben Sie die Anmeldung mit einem kleinen Goodie incentiviert (z.B. einem Gutschein oder eBook), platzieren Sie dieses möglichst auffällig im Mailing und bieten einen direkten Einstieg zum Shop oder in Ihren Downloadbereich. Ist ein Personalisierungs-Tool an Ihren Email Service Provider (ESP) angebunden, können Sie bereits ins Willkommensmailing persönliche Produktempfehlungen integrieren und profitieren damit von höchster Relevanz für den potentiellen Kunden.

Verkaufen Sie einen komplexen Service oder ein erklärungsbedürftiges Produkt? Dann kann es sinnvoll sein, eine mehrstufige Willkommensstrecke aufzusetzen. So können Sie Ihre Neu-Abonnenten über einen längeren Zeitraum hinweg an das Thema heranführen. Mithilfe von Zielgruppen können Sie auf das Nutzerverhalten eingehen und in der zweiten Stufe zielgenau den Content verschicken, der für Ihre Empfänger spannend ist.

Grüße zum Jahrestag – Geburtstagsmails und Jubiläen

Jedes Geburtstagskind, egal welchen Alters, freut sich über herzliche Glückwünsche oder liebe Grüße zum Geburtstag. Es ist die perfekte Gelegenheit Ihren Newsletter-Abonnenten eine kleine Freude zu machen. Als Grundlage für den Versand benötigen Sie lediglich das Geburtsdatum des Empfängers. Von einer einfachen Grußbotschaft, über eine kleine Aufmerksamkeit in Form eines Gutscheins, bis hin zur mehrstufigen E-Mail-Strecke ist alles denkbar. Mithilfe des Geburtsdatums lässt sich auf das Alter Ihrer Empfänger schließen. Nutzen Sie dies für eine zusätzliche Personalisierung.

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Haben Sie das Geburtsdatum Ihrer Empfänger nicht vorliegen, können Sie auch auf das Newsletter-Anmeldedatum oder das erste Kaufdatum zurückgreifen, um einen Gruß zum Jahrestag zu versenden. Gratulieren Sie zum Beispiel zum Jahrestag der ersten Bestellung und greifen Sie diese inhaltlich auf. Gibt es vielleicht eine neue Version des gekauften Produkts oder lohnt sich ein Wiederkauf? Bei inaktiven Kunden können Sie mit einem Incentive neue Kaufanreize schaffen.

Zum Newsletter-Jubiläum kann man das vergangene Jahr Revue passieren lassen. Feiern Sie Erfolge der letzten 12 Monate gemeinsam mit den Kunden, schaffen Sie Mehrwert durch den Verweis auf Ihre beliebtesten Blog-Artikel oder integrieren Sie witzigen Content aus Ihren Social Media Kanälen. Brechen Sie in diesen Mails aus Ihrer Standard-Kommunikation aus und überraschen Sie die Abonnenten vielleicht sogar mit interaktiven oder spielerischen Ansätzen.

Inaktive Empfänger zurückholen – Reaktivierungskampagnen

Wenn ein Kunde lange keine Mails geöffnet oder nichts gekauft hat, kann er mithilfe einer Reaktivierungskampagne wieder zurückgeholt werden. Das funktioniert zum Beispiel über regelmäßige Gutscheine, Feedbackanfragen („Wir vermissen dich! Was können wir besser machen?“) oder über eine Bitte zur erneuten Bestätigung des Abonnements.

Mithilfe mehrstufiger Marketing Automation Kampagnen lassen sich zudem auch komplexe Gamification-Ansätze zur Rückgewinnung von Kunden umsetzen. Verknüpfen Sie zum Beispiel ein thematisch passendes Quiz mit einem Gewinnspiel und setzen Sie so besonders große Anreize zur Interaktion mit Ihren Mails. Unser erfahrenes Business Consulting-Team berät Sie hierzu gern.

Beim Aufsetzen von Reaktivierungskampagnen ist es wichtig, möglichst früh auf die Inaktivität der Empfänger zu reagieren. Je nach Versandfrequenz, kann das schon nach 4-6 Wochen ohne Öffnung sinnvoll sein. Um die Kampagne möglichst effektiv zu gestalten, ist es zudem ratsam, Nicht-Öffner Ihrer Auftaktmail ein weiteres Mal zu kontaktieren. Kopieren Sie dafür einfach das Mailing und ändern Sie Betreffzeile und Versandzeit. Bleiben Ihre Reaktivierungsversuche erfolglos, werfen Sie die Adressen nicht weg. Verschieben Sie diese lieber in eine zusätzliche Empfängerliste und schreiben Sie diese mit großem zeitlichem Abstand (mindestens alle 6 Monate) mit Ihrem Newsletter an. So verlieren Sie das Werbeeinverständnis nicht und heben eventuell doch noch das ein oder andere Umsatzpotential.

Kaufabbrüche verhindern – Warenkorbabbrecher & Sessionabbruch

Sogenannte Warenkorb- oder Session-Abbrechermails setzen dort an, wo Webseiten-Transaktionen und Online-Einkäufe durch den Nutzer nicht zum Abschluss gebracht wurden. Je nach Studie beträgt die Abbruchrate bis zu 90 %. In der Praxis werden Transaktionen und Bestellprozesse aus den verschiedensten Gründen abgebrochen. Immer wieder hakt es bei der Usability oder der potenzielle Käufer wurde abgelenkt. Sofern die entsprechende Permission vorliegt, lassen sich Warenkorb- und Transaktionsabbrecher durch getriggerte, zielgenaue E-Mails meist in einem zweiten Versuch dennoch konvertieren.

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Hierbei ist es ratsam, die Mails unaufdringlich zu gestalten und zeitnah zu versenden. Weisen Sie den Empfänger darauf hin, dass Sie den Warenkorb für Ihn gespeichert haben und zeigen Sie die darin befindlichen Produkte. Idealerweise ergänzen Sie das Mailing mit persönlichen Empfehlungen oder passenden Alternativen. Gestalten Sie den Weg zurück in Ihren Shop so einfach wie möglich. Der Service-Gedanke sollte hier immer an erster Stelle stehen, um den potentiellen Kunden nicht abzuschrecken.

Unzählige Anlässe für relevante Trigger-Mails

Weitere typische Anlässe für E-Mail Trigger sind zum Beispiel Preisalarm & Back-in-Stock-Benachrichtigungen, Nachkauferinnerungen oder auch Bewertungsmails und Umfragen. Der Fantasie sind bei Trigger-Mails fast keine Grenzen gesetzt. Die denkbaren Anlässe sind extrem vielfältig und bieten Raum für sehr individuelle Kampagnen. Am Anfang steht hierbei immer eine Analyse des eigenen Customer Lifecycle und die Identifikation der relevantesten Touchpoints. Zu diesen gehören in der Regel auch Transaktions-Mails wie Bestell- und Versandbestätigungen.

Auch Transaktions-Mails bieten Marketing-Potenzial

Werblich genutzte Transaktions-Mails bieten Unternehmen viel zusätzliches Marketing-Potenzial. Marketer können damit effektiv Neukunden gewinnen, Cross- und Up-Selling realisieren sowie deutlich höhere Umsätze mit Bestandskunden erzielen. Hierfür ausschlaggebend ist, keine reinen Textmails zu versenden, sondern auf Empfehlungen sowie ein behutsames Branding zu setzen und wie bei anderen E-Mail-Gattungen für individuelle Inhalte zu sorgen.

Darüber hinaus leisten gut umgesetzte Transaktionsmails einen wichtigen Beitrag zur Kundenbindung. Enthalten die Mails alle relevanten Informationen, die der Kunde erwartet, entlastet dies nicht nur Ihren Kundenservice, sondern schafft auch eine positive “Customer Experience” und damit höhere Kundenzufriedenheit. Die besten Transaktions-Mails liefern hierbei Anlass zur Wiederöffnung. Sei es, um den Sendungsstatus zu verfolgen, Retourenlabel zu beantragen, die Kontaktdaten zum Kundenservice zu erfahren oder eben auch, um am schnellsten zu relevanten weiteren Produkten oder Upgrades zu gelangen.

Mögliche Anwendungsbereiche von Transaktions-Mails:

  • Registrierungs-, Anmelde- und Abmeldebestätigungen
  • Versand- und Lieferbenachrichtigungen sowie Wareneingangshinweise
  • Rechnungen, Auftrags-, Reservierungs- und Bestellbestätigungen
  • Passwortanforderungen und -änderungen
  • Statusmeldungen und Community-Statusberichte
  • Abwesenheitshinweise und Autoresponder-Nachrichten auf Webseiten-Formularen
  • E-Mail-Benachrichtigungen über neue Meldungen in Communitys und sozialen Netzwerken

Hat der Empfänger Ihrer Transaktions-Mails sein Werbeeinverständnis gegeben oder darf auf Basis von § 7 III UWG werblich angeschrieben werden, lassen sich Transaktions-Mails mit passenden Werbebotschaften versehen.

Cross-Selling

Transaktions-Mails sind ideal, um ergänzend über Produkte und Dienstleistungen zu informieren. Für mögliche Folgeverkäufe können in den System-E-Mails weiterführende Angebote und Accessoires beworben werden. Eine Personalisierungs-Engine wie Episerver Personalization kann hier völlig automatisiert die relevantesten Produkte für jeden Empfänger ausspielen. Denn: Nach einem Kauf oder einer Anmeldung sind die Empfänger besonders stark an einer Marke oder einem Produkt interessiert und entsprechend positiv gestimmt. Im folgenden Beispiel einer Bestellbestätigung von ebay, wird neben Produktempfehlungen auch die Nutzung der eigenen App beworben, um den Kunden noch stärker an die Marke zu binden.

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Up-Selling

Transaktions-Mails sind auch darauf ausgelegt, den Verkauf höherwertiger und -preisiger Angebote sowie umfangreicherer Angebotsvarianten anzustoßen. System-E-Mails schaffen ein optimales Umfeld, um die Vorteile eines solchen Kaufs in einem inhaltlich stimmigen Zusammenhang darzustellen und das Kundeninteresse effektiv zu stimulieren. So sind Transaktions-Mails mit einem Up-Selling-Fokus beispielsweise geeignet für Premium-Mitgliedschaften im Rahmen von Registrierungsbestätigungen oder für Statusmeldungen in Online-Portalen und Communitys.

Xing Beispiel.jpg

Pflegen Sie Ihre Kampagnen

Haben Sie Ihre Kampagnen bereits aufgesetzt und erfolgreich im Einsatz? Dann denken Sie an die regelmäßige Pflege Ihrer Mails. Besonders Transaktionsmails fristen häufig ein trauriges Schattendasein und werden jahrelang nicht angefasst. Unterziehen Sie deshalb Ihre gesamte E-Mail Kommunikation mindestens einmal im Jahr einem Frühjahrsputz und prüfen Sie neben Verlinkungen und Impressumsangaben vor allem auch die Inhalte. Aktualisieren Sie Ihr Bildmaterial und optimieren Sie die Texte (Betreffzeile nicht vergessen), um Ihren Nutzern auch bei mehrfachem Erhalt der Mails (z.B. zum Geburtstag) einen Öffnungsgrund zu bieten.

 

Welche weiteren Kanäle Marketer für ihre Kampagnen im Blick behalten sollten, lernen Sie im eBook zum Thema Omnichannel-Marketing. Jetzt herunterladen!

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MARKETING

The power of program management in martech

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The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. 

While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated. 

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities. 

Programs in product management

Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.

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Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level. 

Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products. 

Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.

Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.

Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.

Dig deeper: Understanding different product roles in marketing technology acquisition

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Programs in project management

In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets. 

On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.

A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project. 

In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.

The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.

Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.

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Dig deeper: Combining martech projects: 5 questions to ask

Programs in marketing operations

In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.

In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives. 

These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.

One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.

Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.

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Dig deeper: Mastering the art of goal setting in marketing operations

Embracing the power of programs for long-term success

We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations. 

  • Product management programs facilitate cross-functional collaboration and ensure alignment with market demands. 
  • In project management, they provide a structured approach for managing related projects and mitigating risks. 
  • In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.

Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.

Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.



As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.

Fuel for your marketing strategy.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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MARKETING

2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

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She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

1713005767 257 2 Ways to Take Back the Power in Your Business1713005767 257 2 Ways to Take Back the Power in Your Business

The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


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MARKETING

Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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Commerce


By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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