C-to-C Is Winning, But B-to-B and B-to-C Marketers Can Play, Too
Sweezey had a few other tips for marketers who want to get their content in front of consumers:
• If the newsletter is actually working, continue to use it. Most newsletters have “abysmal” results, he says. Sweezey says marketers should ask: “Is it fulfilling one of those core needs that human beings have?”
— wendy weinstein karp (@w2karp) June 9, 2015
• Understand that most buyers do “batch research” that they download all at once and hope to eventually read. Also, Sweezey says, about 80 percent of buyers will come to companies with their minds made up. [Editor’s note: This number varies widely, depending on which research is cited. It’s fair to say marketers who cite this phenomenon seem to agree that “most” buyers come to companies having already made their decisions.]
• Use predictive modeling. If a customer bought a bed, it’s possible the person is redoing a bedroom. What else may the customer buy?
• Make an excellent impression on a consumer’s notification screen, whether that’s in social media or elsewhere. “That’s a brand impression that can get you instantly onto the home screen of someone’s mobile,” Sweezey says. To do pinpoint targeting in Facebook, marketers can use Power Editor, he notes. But in social media, “pay to provide amazing experiences, not ads,” Sweezey advises in Slide 71. Convert social media campaign video viewers, for instance, by collecting email addresses with offers to keep them up to date on similar experiences, he shows in Slide 72.
• Think mobile. For instance, 66 percent of emails are opened on mobile devices, he says.
• Use rich text for email messages, because HTML is now a consumer’s “measure of BS,” Sweezey says. He thinks it increases conversions over HTML messages by 30 percent, because rich text means one-to-one communication.
• Think about how shared values and shared actions can equal shared profits. Sweezey cites a Levi’s campaign in Braddock, Penn.:
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