Think back to the last time you purchased software. The sales collateral was sleek and sexy, until you swiped your credit card and the lackluster, frumpy “user guide” landed in your hands. You tossed the guide aside and went rogue—until nothing worked as expected.

Customer experience shouldn’t dead-end at the sale. Studies show that attracting a new customer costs five times as much as keeping an existing one.

Furthermore, as author Emmett C. Murphy found in his book Leading on the Edge of Chaos: The 10 Critical Elements for Success in Volatile Times, companies that focus on customer experience see up to 25% higher retention and revenue.

While customer experience is a team effort, customer success marketing is a key player in delivering and scaling these efforts. So why do so many companies still have a blind spot when it comes to marketing after the sale?

What Is Customer Success Marketing?

Also referred to as customer marketing or retention marketing, customer success marketing is the intersection of product, marketing, and customer success. While their counterparts in product marketing serve the sales team to drive conversions, customer success marketers support the customer success team to drive retention.

“Companies that focus on customer experience see results of up to 25% higher retention and revenue.” —Emmett C. Murphy

Customer success marketers help maintain a consistent experience throughout the customer lifecycle. Developing collateral and communications with customers at scale, these marketers work to ensure that customers see value in the product, renew or purchase from the company again, and advocate the product to their network.

Types of content owned by this team may take the form of:

Onboarding materials, presentations, and email nurture tracks
Ongoing product communications, highlights, and positioning
Customer events, webinars, and case studies

How Does Customer Success Marketing Fit Into the Organization?

At Kapost, our marketing team is organized into three key areas focused on different stages of the funnel: content marketing (awareness and consideration), product marketing (comparison and consideration), and customer success marketing (purchase and ownership).

Tightly aligned with product marketing to ensure a consistent story, our customer success marketing team meets regularly with leaders from customer success and product as well.

“Attracting a new customer costs five times as much as keeping an existing one.”(Lee Resources 2010)

Customer success marketers may also roll up to the Chief Customer Officer or VP of Customer Success, depending on the company’s organizational structure. While this works as well, it’s important for these marketers to stay tightly aligned with other marketing departments to ensure a consistent voice and brand story.

Which Traits Make a Great Customer Success Marketer?

Considering the addition of a customer success marketer to your team? Here are four qualities to look for in the ideal candidate:

Customer-centric—The customer must be at the center of every decision the marketer makes
Empathetic—The marketer must understand the customers’ needs and challenges
Team player—Customer experience doesn’t happen in a vacuum, so marketers need to be able to work nicely with other departments
Storyteller—The marketer must be able to weave the story from the buying phase through to the customer phase

Who owns the post-sale marketing experience at your company? And which organizations do you think have strong customer success marketing in place? I’d love to hear your input in the comments.

Source: What Is Customer Success Marketing?

5 of the Best Tools to Track and Measure Your Domain’s Social Impact written by Guest Post read more at Duct Tape Marketing

Feature photo11.5.15

Photo Credit: Unsplash, via Pixabay CC0 Public Domain

No matter what type of business you own, it is definitely in your best interests to not only have a website but to also take the time to track your domain’s social impact. After all, a website alone no longer provides a strong enough Internet presence to push your site toward the top of Google’s search engine ranking. Additionally, without a positive and big social impact, you will end up missing out on a large percentage of your potential customers.

The best place to start is by selecting a domain name that is going to be easy to remember and spell, which is also highly descriptive of your business. In other words, if you have a law firm in Chicago, you might want to consider having ChicagoLaw as at least one of your domain names. Next, it is important to put certain key tools in place to help you ensure that you are getting the most out of your potential social impact.

1. Analytics

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 Image by Yoel Ben-Avraham, via Flickr

 Google Analytics are well-known and loved by website owners of all types because they can sync up with Google AdWords, they provide a lot of information for free and they can be linked into many enterprise software platforms that offer more robust tools. Analytics will give you a good snapshot of how many of your site’s visitors started on Facebook, Twitter or Google Plus, and this is a big piece of the social impact puzzle. Keep in mind that Google determines your site’s influential rating and search engine ranking in part by the links between your social media pages and website.

2. Tracking Your Social Media Popularity

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Image permission by Nadja Shiller, Searchmetrics

Analytics will show you how many people visit your site after seeing a link on social media, but this is only one piece of the puzzle. Enterprise software such as the Searchmetrics Suite is able to truly capture the impact that your efforts are having on your company’s social media presence. Searchmetrics analyzes the performance of each social media site and provides useful tweaks for improving visibility, monitoring brand perception and optimizing your overall cross-network performance.

3. Increasing Your Overall Influence

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Image by See-ming Lee, via Flickr

As previously mentioned, Google ties your social media popularity into your domain’s overall influence score. So how can you boost this score without spending a lot of time and money? The answer is simple: utilize Klout to see real-time updates on your level of influence. Additionally, Klout suggests sharable content that is well-written and should be of great interest to the people within your social network. This is a good way to get your followers to share your content, which in turn will boost the total number of people who see your company’s name.

4. Discover Who is Talking About Your Company

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Social Mention screenshot via Google search

Being able to track social mentions gives you a huge advantage. Placing an emphasis on this will give the ability to see how many people are engaged by your product or service, and you will have the opportunity to respond in a timelier manner to positive and negative comments. Instead of having someone spend a significant amount of time Googling your business name to find the latest posts, you can use Social Mention to see everything in one place. This tool will also tell you the overall strength, sentiment, passion and reach of all of the social posts that mention your company.

5. Determine How Impactful Your Twitter Accounts Are

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It is common for businesses to run multiple Twitter accounts, but this makes it difficult to truly track their impact on your domain. TwitterCounter is a tool that takes care of this problem, and it also makes it easy to determine if your tweets are having the desired impact. An extra feature of this tool is that you can connect more easily with followers who have a high level of social media influence in order to more easily spread the word about your brand.

As you can see, there are many ways to track your domain’s overall social media influence. Fortunately, the five options listed above offer a nice combination of features, and they can even give you necessary information that will help you increase the power of your social media reach.

 

Holly's Picture 3Holly Chavez is a content creator and owner of a small online business. She turns to tools that track her domain’s social impact for meaningful statistics for her social media marketing. She also uses them as a part of the fundamental resources needed in order to push her website’s presence to the top of Google’s search engine rankings.

 

Source: 5 of the Best Tools to Track and Measure Your Domain’s Social Impact

Would you like your sales to go through the roof?

Of course you would. Who wouldn’t?

I have found five secret “keys” that dramatically improve the money-making ability of just about ANY sales message.

This discovery came from writing hundreds of successful sales messages myself, and helping thousands of other people improve their own skills at writing successful advertising sales copy.

I’ve also found every time someone else gets better results from what I have taught them, my own life improves. With that in mind, here are the five secret “keys” for you to use and profit from:

SECRET 1: Focus your advertising sales copy on ACTION.

Begin by getting crystal-clear on the action you want your prospect to take. If it’s to buy, then keep that in mind as you write. Also, write in an “action” frame of mind. That means use action words: walk, run, reach, touch, grab, pull, put in your pocket.

Here’s another action secret. In your imagination, figure out how to move obstacles out of the way, so your prospect’s clear path to action is unobstructed and easy to follow. And make it easy for your prospects to take the action you want them to take.

SECRET 2: Don’t sell your product!

I know that sounds contrary to common sense. But I promise you will make far more sales if you visualize your product as a SOLUTION to your prospect’s most pressing problem… or picture your product as the way to make the prospect’s fondest DREAM come true… or even describe your product as the answer to becoming the PERSON the prospect most wants to be.

Examples:

– Solution to problem: “Tired of copy that doesn’t close? With our system, you’ll be writing killer copy every time!”

– Dream come true: “Here’s how to create a Web site that makes money for you every single day!”

– Become the person: “How would you like to become one of the High Earners on the Web?”

SECRET 3: Provide proof of your promises.

Beginning copywriters need to face this fact, and experienced copywriters need to be reminded:

No one is going to believe a single word you write.

Until you provide proof, that is.

Types of proof that work include simple facts that back up your promise; testimonials showing how your product actually did for someone what you say it can do for the prospect; reasons why your product can do what you say it can do; case studies showing results; and a summary of your own track record, showing you know what you’re talking about.

SECRET 4: Let your critics go wild.

Did you know that really good copy gets as many “thumbs down” as it gets “thumbs up?”

It’s true. Here’s why:

Really good copy spurs EMOTIONS in the people who read it. Some of those people – the ones who want what you have – will experience the emotions of desire and excitement.

But at the same time, other people – those who DON’T want what you’re offering – may find that your provocative copy stirs feelings of distrust, discomfort, even outrage!

Don’t worry about it! As long as your copy is legal and ethical, it doesn’t matter whether everyone likes it or not. You don’t need or want the approval of people who wouldn’t buy from you anyway.

Remember: If you’re making sales, those sales are the only compliments you should be looking for.

SECRET 5: Tell it like it is.

Notice: I didn’t say WRITE it like it is. I said TELL it like it is!

What’s the difference?

It’s simple. I’m telling you to write copy the same way you would talk about what you’re selling when your intention and confidence is high, and you’re excited!

You can even record yourself making a live, spoken sales pitch; transcribe it; edit it; and use the transcript as some of your hottest sales copy.

You see, great advertising sales copy is nothing more than a red-hot sales presentation in written form. The more your copy reads like you’re having a live, high-energy conversation with your prospect, the better your chances will be of long-lasting sales success!

~ by David Garfinkel. David is well known as “the world’s greatest copywriting coach.” He has written sales letters, ads and Web sites that have brought in millions of dollars, and, just as important, he has helped thousands of other people learn to do the same for themselves. David is author of Killer Copy Tactics and Advertising Headlines That Make You Rich.  Catch up with David at Overnight Marketing