The 2008 crisis disrupted the job market for promotion specialists: in many companies, marketers were fired because they could not explain how their activities would benefit the organization. Now they again feel the sword of Damocles above them. And employers can use this to their advantage - it's time to get marketers to work with increased returns. What is the best way to dispose of promotion specialists within the same budget?
Before the crisis, many organizations spent money on simple advertising campaigns: publications in special magazines, exhibitions, conferences. The task of the marketer is to find a way to get a commercial offer to buyers at a lower cost. It is better if competitors have not yet taken advantage of this method. The secret is to describe the client's behavior in as much detail as possible.
It was this approach that helped marketers find a new advertising channel for Sberbank with a placement cost ten times less than planned. The bank annually held a campaign for business leaders - it reduced interest rates on loans for small and medium-sized businesses. The main customers are shop and kiosk owners. They need funds when the main money is spent on the purchase of the next batch of goods. The accountants of the wholesale bases were presented with a batch of ordinary office paper for printing invoices and invoices. On one side of each sheet was written information about the stock. The plans to attract new customers were exceeded seven times.
The company's marketers attract visitors to the site, and the effectiveness of the work is assessed by visits. As a result, the firm knows where the most visitors are coming from, but does not know where the most customers are coming from. Site visitors just call the office, so you need to track which visit is being converted into a call.
Business cloud communications service provider Mango Office usually divided its marketing budget between contextual and banner ads in half, but after performing this operation, it turned out that conversions from contextual advertising accounted for three quarters of calls, and conversions from banners - only a quarter. Since more interested buyers come from contextual ads, it means that you need to spend more on them than on banners. The budget was reallocated in favor of contextual advertising.
With the help of unique virtual numbers, you can label not only online advertising, but also direct mail, conferences and exhibitions.
The marketer's first plan is to find that target audience
The owner of the SuperStroy finishing materials store set a task for his employees to double sales in 3 months after the launch of the advertisement. If the shabashniki began to buy building materials in the store, the problem would be solved, but as usual they preferred wholesale bases.
Observations have shown that shabashniks constantly break down and lose their tools. The bases are located on the outskirts, there are constant traffic jams on the way to them. At the same time in the "SuperStroy", located in the center, stocks of tools were not in demand. A coupon campaign “Check” was launched - “Buy in the center, exchange checks for an instrument”. The more purchases the shabashniks made, the more serious instrument they received in return for the collected checks. As a result, the sales growth plan was fulfilled in three weeks instead of three months.
How to convert visitors to buyers
Company sites are dumb directories that do not prompt visitors to take action. First of all, define a list of these actions and start working.
Marketers were increasing traffic to the site of the window manufacturer "Steklodom", but sales did not grow. A list of 80 targeted actions was compiled. Three of them were selected: “call to the call-center”, “request to call the measurer”, “question to the customer department”.
With the help of some Internet services, the actions of visitors were analyzed. It turned out that visitors got acquainted with one or two pages and then left the site without reaching commercial offers. This data was used to change the design of the page and the layout of the target buttons. With the help of texts and interface design, the site began to explain to visitors what they need to do, how to do it and what they will get in the end. As a result, the number of calls from the site has grown by one and a half times, and the number of calls to measurers has doubled.
If your company doesn't have a marketer, then it's time to take on his job. Soon there will be many free specialists on the market who are ready to work with full dedication. You just have to choose the best one.
