Kiwibank, this is how I’d re-write your email

Kiwibank email text confuses

Kiwibank email text confuses

And I made a fool of myself on LinkedIn by explaining how I totally mis-understood Mark Wilkshire’s message.

Re-write to clarify the message

Here is how I would re-write the email in order to prevent others doing what I did.  [Aside: surely I’m not the most stupid customer Kiwibank has…please, humour me!]

Dear Rebecca

You have a Notice Saver bank account with Kiwibank.  The interest payments for this account come from our PIE Unit Trust.  The money you save in your account is invested in the fund and profits are paid back to you in the form of interest.

As an investor in this fund, we are obliged to share its recent financial performance with you. You can view an electronic copy of the financial statements for the year ended 30th June 2017 on our website via this link.  

[insert rest of the statutory text here].

Lots of love, Mark Wilkshire, Kiwibank

Why is this clearer?

I think this text improves the context for receiving the message.  It explains an investment I didn’t know I had and how the investment performance is relevant to my personal situation (bank interest).

Personally, I wouldn’t try to push out messages about other investments in this message.  Make it simply about this one thing, and how to contact us.

The full truth about what I did on Kiwibank

And, I would anticipate possible confusion among customers by enabling self-help tools on the website to be advance programmed to have answers to questions relating to this investment.

My “Kiwibot” experience below reveals more about the lack of customer orientation and more about the regulatory communication box-ticking which probably sits behind this email misunderstanding.

Kiwibank Bot does not answer questions

Kiwibank Bot does not answer questions

 

 

Why the HELL NOT?

how to get subscribers to my email newsletter

How to Get Subscribers to My Email Newsletter?

I just started a curated newsletter about personal finance for millennials. Each issue includes 10 curated articles from various sources about investing, budgeting, paying off loans, and etc. I do not have any subscribers yet.

Well done – getting started.

Focus on Your Marketing Assets

Let’s help you work out the key answers you need:  Start with answering these questions.

  1. Do you have a website?
  2. On your website how do you invite subscription?
  3. Have you got social profiles?
  4. On your social profiles, how do you invite subscriptions?

So you’ve guessed, you need to get people to visit a place on the web which you own (website / social profiles) and then invite them to join your newsletter. Consider what ‘offer’ you can make which is attractive to them in addition to getting the articles. Sumo.com has a good WordPress plugin for subscriptions. Also check out Push Notifications as many sites prefer this as subscribers won’t share their email address. I wrote this article about Notifications

Things for you to GrowthHack test

Once you have started the newsletter and finding subscribers, you need to work on continuously improving your offer and the means for people to join it.  Growth hacking is the process of improvement and measurement.

  1. Is 10 articles too few / too may / just right?
  2. What offer can you make to subscribers?
  3. How are you monetising your newsletter?
  4. Which brands can you collaborate with to grow your list with theirs in a joint venture arrangement?
  5. What are your key metrics and ideal customer profile?

Now grow your profile

Get known by answering questions in public which relate to your issue (Financial services) and your audience (millennials).  By showing off your knowledge and linking back to your website or social profile, you can encourage people to remember your brand and respond – starting discussions, which further allow you to show off your expertise.

  1. Good places to start are Reddit and Quora search for questions on your topics of interest e.g. student loans.  Also find niche financial services websites and discussion forums
  2. And also use Google Alerts to search and email you links to places where your key words are being added to the internet
  3. Bookmark websites where these show up regularly.  Approach them and ask if you can write a guest article with a link-back to your website

Good luck and keep up the good work.

This answer was originally posted on Clarity.fm

Creative Agency Secrets live chat icon

Increase customer engagement through live chat

How can you increase customer engagement through live chat on your website?

Creative Agency Secrets live chat icon

Creative Agency Secrets live chat icon

 

A question I received and I thought the answers given were intriguing.  Because after the obvious answers, yes it should engage – because people talking to people, if done respectfully, should successfully answer questions and possibly transact sales.  But the risk here is for marketers to try to create inappropriate outcome measures like ‘engagement’ from customer service activities.

More people on the site should chat with the live chat representatives.  These are real people.  Don’t even think of trying to use bots.  It undermines your brand – unless that’s what your brand values are – robotic.

Use more than one chat option

I would also recommend adding Facebook Messenger as a second live chat option. So many people use it in their private lives, it can be used to build trust with your brand in a medium the customer is already familiar with.

Try this integration for Messenger [disclaimer – I’ve never tried it].

Create a secondary output from chat

We have a mantra to “Write once: Use Three Times”.  And chat is a great source of content for marketing.

We recommend using the chat interactions as source material for your content marketing. Every question should become an FAQ answer.  And a blog post.  And part of your product descriptions, and and and.

Did you know that you can also build a mailing list using the Facebook pixel from your Messenger interactions?

Using this, you can do push messaging using FB straight into Messenger which is an awesome replacement for email marketing.  Particularly as many lists are suffering high unsubscribe rates from customers with over-loaded inboxes.

Happy to discuss further if you need.

Read more on related topics by clicking the icons below

Symbol for marketing communications Symbol for relationship development Symbol for creating new business opportunities

Printed direct mail promoting a printer

Preparatory work for direct mail lowers costs

Direct mail is a highly effective marketing technique that delivers sales revenue in a short time frame.  

Some direct mail is poorly conceived and so does not achieve its potential.

[WARNING – this is not always true].

Printed direct mail promoting a printer

Printed direct mail promoting a printer

I received three mailers from a printing firm which serve as a great example of a campaign that could have been much more effective with some pre-planning working with an expert in direct mail campaign structure such as us.

Direct Mail campaign structure

Using a mailing list of marketing agencies, three print pieces of DM were posted out.

The copy promoted “digital by nature” and a new world of digital printing.

The positives

  • Each card had a number to show where it came in the sequence
  • Each one showed different paper colours front and back
  • Each card had the print specifications for the front and back detailed which was cute
  • All print was beautifully executed
  • The 3rd card showed how to set up artwork to work with digital White Toner
  • The 4th card showed how to set up artwork to work with digital Clear Toner

The negatives

  • I did not receive the first card so the campaign opener was lost
  • My agency does not buy print or do graphic design, we are not a good prospect for this service
  • No landing page for the campaign on the website
  • When I first visited there wasn’t a mention of the campaign on the homepage, there is now.
  • This goes to a landing page which has the wrong link in the contact us button.

    wrong link

    Wrong link – testing would have showed this up

How I would have improved the campaign

  1. Combined telephone canvassing with direct mail
    1. Checked the database by phone first asking one question “Do you design for print?”
    2. This would have reduced the downstream print and mailing costs, focused the campaign
  2. Published a landing page URL on the collateral
    1. Tested all the links so the contact us URL was correct (it currently references the same page it’s on)
    2. Included a “behind the scenes” video to show the inside track of the skill Valley Print used to create the mailers and the challenges they faced e.g. printing white on black for the envelope
  3. Used a courier delivery not NZ Post to improve delivery success
    1. This is particularly important for a posted print direct mail series
  4. Followed up by phone with
    1. an invitation to watch the video
    2. stay in touch
    3. subscribe to news updates
    4. further qualify for future work opportunities
  5. This would have built a mailing list, fully up to date and ready for in-house new business sales team to continue to work in the coming months
  6. Planned follow up campaigns including more of the excellent tutorials for designers

Ready to talk direct mail with us?

Give us your challenge and let the creative team loose!

What’s a typical response rate for personalised B2B direct mail?

What’s a typical response rate for highly personalised B2B direct mail? What provider would you work with? I’ve heard of Enthusem and Pebblepost.
It’s a well designed card with their logo, name or website on it.

Logo for Enthusem

Logo for Enthusem

Your response rate for B2B direct mail depends on a couple of things

  1. What you’re selling and whether the recipient has heard of you or has the need right now for your product/service.
  2. If you are already known, you can get response rates over 10%, particularly if you are trusted.
  3. One way to improve your “response rate” is to do a follow up by telephone to check they got the message and to elicit a reply verbally.
  4. You will get the best results by working with someone experienced in Direct Response Mailings. This is a skilled position – do not expect high % returns without expertise in creating the mailing asset. If you’re inexperienced buying direct mail services, I suggest meeting a few agencies for a “Chemistry” meeting where they will show you their work and ask you about your business needs. This will educate you about the process and likely outcomes.

Lastly, both the services you suggest seem good, I’ve not used them. But a competent Direct Marketing Agency (like Creative Agency Secrets) will do a similar job of customised direct mail pieces as these businesses. Which may be much cheaper. It depends on how big your database is as to which is a good / cheap option.

We use our 8 Step New Business Development process and each has a category – this blog post is related to Step 2 – Marketing Communications and Step 3 – New Business Pipeline

Click on the icons to see more posts in each category.

Symbol for marketing communications symbol for new business pipeline

 

 

This answer was first submitted on Clarity.fm

local marketing strategies for your business

10 marketing strategies for a local business

What are some breakthrough marketing strategies to grow and scale a local business?

Local teeth whitening business, already doing FB ads, Instagram ads, Adwords, little bit of content marketing on YouTube and will be “scaling” those channels over the coming weeks/months, but wanted to know about offline strategies or where else online I can get the best value for my marketing spend.

Great question – local marketing is absolutely essential nowadays.  Especially as few people are navigating social media looking for tooth whitening services, these will become more profitable than online over time.

Here’s a quick list of tools I suggest using to bolster your current work. 

  1. Set up a Google My Business account and get it address-verified (they mail you a code)
  2. Keywords – ensure city/ town / suburb / state or county are all included in metadata
  3. Directory listings – Get yourself listed on free and paid sites.  If you can afford a small spend www.brightlocal.com is worthwhile
  4. Use Facebook local targeting for advertising / brand building
  5. Set up Google Alerts for key phrases in the news that could allow you to comment / contact / build a mailing list
  6. Join the local Business Associations and contact all the relevant local business members
  7. Go to Networking events (BNI, Chamber of Commerce, Meetup.com, Eventbrite)
  8. Get happy customers to write Testimonials on Google My Business.  Also, reproduce them on your website
  9. Use media relations to get articles in local newspaper, local radio, local newsletters, (check out Yahoo Groups for local lists)
  10. Ask for Referrals – by sending two business cards with your invoice
  11. Make specific requests for social sharing via your accounts
  12. Surprise and delight the customer – e.g. pay it forward – you pay to have your teeth whitened, and I give a free treatment each month to a deserving individual and use that for publicity.

I hope that gives you a load of great ideas to be getting on with. 

But if you’d like specific coaching on what to do for this client – get in touch.  

Coworking space

How to get your first co-working members?

We have just opened a coworking space and although we are getting good traffic to the website we are struggling converting paid members, both online and offline. Any tips from those who have started coworking spaces on how you signed up your first 10 or 20 members?

The answer is the same for any new product or service being launched.

I have been a coworking user for 3 years (not an operator). Local Marketing by Experience is what you need to do. By this I mean get visitors to the space and pitch them when they are there…

My advice is this

  1. offer the space as a meeting venue for Meetups locally. Get people visiting the space through meetups and ask the organiser to allow you to pitch all attendees about the available space and “special rates” for their members.
  2. Research highly networked people you know and ask them to help you publicise on social platforms. Ask them to occupy the space free of charge on the condition that they use your space to host their meetings – so they bring people in.
  3. Offer the space short term for the use of local business incubator (they typically run Lean Canvas startup programs for 8 – 12 weeks). This gets visitors in the space and it looks busy… again, you achieve the objective of getting people in and using the space and used to visiting.
  4. Review your pricing. Find out why visitors choose to go elsewhere and if it’s price – adjust accordingly.
  5. Review your offer. Can you offer Co (collaboration) and Working (shared workspace)? Most only offer workspace. My advice is to proactively manage the collaboration part. How can you introduce workers to each other, now can you facilitate them winning new customers in your space, how can you leverage your networks to help them win business… .
    Coworking space

    Coworking space

    How can you use your platform to help them sell more?  If you do this, people will want to use your platform for their business because it grows as a result of the collaboration and the working together.  And the condition for that is to pay you to occupy your workspace…. problem solved.

Although all these tactics can work, my view is that the last one gives the most opportunity – but it takes work and is possibly hardest to deliver on quickly.

This is in answer to a question on Clarity.fm 

Marketing Communications

Step two: Marketing Communications

In this section we’re going to look at all the different collateral you use to talk about your business to a new prospect.

Search around your office and pull out a copy of every single thing that you can find which has been printed or used electronically to describe your business services and products. Take a couple coffees with you as this might take some time!Symbol for marketing communications

So the sort of things that you should be looking for are printed collateral – these might include business cards your brochure case studies printed service or product sheets, notepads.

Other things should definitely include in your collateral list are your business website and any other listings that you have on external websites such as Yellow Pages, Hot Frog, Localist, Finda et cetera.

Now have a think about other information that you send out regularly these could be newsletters you maybe write a business blog, or articles that go in the newspaper or maybe a specialist magazine – add them to the list.  Do you also have other things you do like videos? Or maybe articles on LinkedIn.

How about social media? Do you have a business profile on Twitter, Facebook, Pinterest, Instagram there are many more of course so just check all of these and add to the master list.

Which works well for your business?

Now the critical thing is to see whether or not these marketing communications have been effective for your business. Look at the design of each one, is it a consistent? Is your logo, branding and strapline the same on every single one?  What about those external listings websites like the Yellow Pages are you using the same words to describe your business in every single place and what about the website landing pages are they all the same?

If you don’t have firm data, just give yourself a score out of 10 for each item listed.

How often do you send out newsletters, articles and other expert updates? Who writes them? What topics do they generally cover?  How about press releases?  Do all of these align with your business mission statement that we discussed in the previous chapter?

I am expecting that you will find some inconsistencies. This is normal. Make a list of the different items and those you perceive that need to be improved and plan who is going to do this and by when.

If there are obvious gaps in your list which you know should be filled, add them – or make it a “wish list” of marketing materials you’d like to have available.

Read the other posts from this series here!

Learn How to Growth Hack your Website in May

Learn How to Growth Hack your Website in May

What it means to Growth Hack.

Growth Hacking is a new phrase meaning to aggressively make a step-change in business success.  It’s not just a cute phrase, there are specific techniques which can make significant improvements to website success.

You define success and we’ll teach you how to make it happen.

What is your #1 marketing and sales problem?

Get the answers about how you can growth hack your web success with USA experts Dan Morris and Rachel Martin during May 2016.

Face to face consult or small group workshops.

Email [email protected] with your #1 marketing and sales problem.

Rachel Martin website GrowthHacking expert

Rachel Martin website GrowthHacking expert