Marketers often tend to cater to one element of the marketing strategy through a singular outlook. Typically marketers spend more on-demand marketing than brand marketing. However, the research shows that balanced investment in both can help to optimize your growth marketing.

These are the key principles that call for a Balanced Approach to your Brand.

• Customer and Non Customer

Sustain the growth by targeting both existing customers and new customers together. The research shows that business growth is fueled by increasing customer loyalty.

• Awareness Frame 

In order to grow, your brand needs to be recognized and remembered by consumers. Plan your campaigns that aim to increase your company’s growth and achieve fame.  

• Short Term and Long Term 

Short-term demand generation and long-term brand campaigns both are equally important to a company’s growth. Short-term efforts help in creating the demand whereas long-term campaigns efficiently convert the demand into revenue. So invest in both to drive the growth of your brand.

• Broad & Narrow Targeting 

Broaden your target audience and go beyond your existing customers in order to grow. A broad targeting strategy is the best way to drive business growth whereas Narrow Targeting focuses on a particular audience and uses the idea of “being the best to a certain audience”.

It will be great to know what kind of marketing strategy you apply for your business, do share your business growth marketing in the comments.

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How does performance marketing work?

Performance marketing platforms are those where paid digital adverts are displayed to customers. But no platform can show ads from all businesses to users all the time. The platform can pick and choose which user gets to see which specific ad at which specific time. This is what performance marketing schemes negotiate between the platforms and the advertisers. 

The more an ad creates engagement, the more the advertiser pays the platform. The more the platform earns more from the advertiser, the more the platform promotes its ads. This is a complex cycle that involves many different elements.

Performance marketing factors

Advertisers and platforms both divide users into different segments depending on their different interests and patterns. This segmentation is used to identify the target market for an advert. Advertisers pay to display their ads to their particular target audience. 

Advertisers put in a ‘bid’ to a platform for a particular advertisement. They agree to pay a specific amount to show their ad to a specific group of users at a specific time. But digital advertising is not just about the money spent on the bid. Even if the bid is high and the ad gets to show to interested customers, it may not generate enough engagement or conversion. So the platform earns less from the ad, and it eventually reduces its exposure. The better an ad performs, the better exposure it is given. 

Quality of the advert is equally important as the initial bid to ensure a good digital advertising campaign that is performance and result-oriented.

Performance marketing channels

The best performance marketing channel may be native advertising. Much of digital advertising generates very low conversion rates. The only fool-proof channel with assured higher conversion rates is native advertising on websites where the target audience consumes related products. 

Another performance marketing channel similar to native advertising is sponsored ads that help increase a business’s visibility.

The most common performance marketing channel in the 21st century may be social media platforms. Businesses need to find a strategy for each social media platform and then ensure a balance between their bid and their click-through rate. While conversion rates are harder to improve on social media platforms, they can be an essential marketing tool to build brand awareness and brand identity.

SEM (Search Engine Marketing) is another widespread performance marketing channel. In SEM, businesses choose to bid on specific keywords so that their webpage appears higher and more frequently in search results. 

Affiliate marketing is a performance marketing channel that usually provides excellent results. Any website could be an affiliate for digital advertising and promote ads of other allied businesses.

Mo Mantra realises that digital advertising is the lifeblood of the marketing world. Performance marketing is a genre of this form of advertising that tries to assure both advertisers and digital marketing platforms of mutual benefits. 

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Permission-Based Approach

Ever received annoying ‘wants to contact you’ messages? Worse, have you actually been messaged by someone you have no clue about? Imagine ten or more such brands bombarding you with ‘come shop with us’ demands, and they did not even say ‘May I?’

• Email newsletters can be weekly or monthly, meaning little to no spam for the customer
• They make the customer choose, instead of subjecting them to a surprise they may not want, let alone be ready for
• Much the same can be said about SMS travel notifications (more on this later)

This may well be the age of Whatsapp and Instagram, but it is also the age of Consent. Personalized moves help you as a brand or service find apt audiences. It is ridiculously simple: who chooses to follow you will sooner or later shop with you.

SMS, More Power to You

Nearly everyone will know what it feels like to avoid entering an app, so you don’t intimate select people that you are online. With SMS marketing, nobody will ever know. The customer sees the text message and gets back to work, clicking on internal links only if they want to. This ties up nicely with the permission-based approach, detailed above.

• SMS marketing helps people stay connected with your brand and serves as an elegant reminder
• Speaking of reminders, you can prepare customers in advance to expect an email from your brand or service
• You can also inform them to check if your emails are going to the Spam folder
• Emails can carry the bulk of your content, while SMSs serve to ‘close the deal’ at a later time

All these moves ensure that a customer feels wanted, that you are giving them individualized attention. Psychologically, it primes them to think of you in a good light when the time comes, and they are ready to do some shopping.

Happy Birthday!

We wanted to take this moment to instill the power of a birthday email message, sent to your customers on, duh, their birthday.

• As people in a fast-paced digital society, we are more inclined to have Facebook remind us of upcoming birthdays than we are to open, say, a journal or diary and mark the date on a wall calendar like our parents and grandparents used to do
• By wishing people on their birthdays, you perform an ultra-simple ‘marketing via bonding’ move that will, in all probability, set you up for customer-centric success.

Conclusion

Here are a few statistics to bear in mind, courtesy Wigzo:-

• “59% of survey respondents say personalized and innovative email influences their online purchase decisions.”
• “25% of companies in one survey said that email marketing is one of their ideal channels in terms of ROI.”
• “66% of the audience prefer SMS over email/call as it is an instant and convenient way to connect with the brand and get real-time information of the products and offers.”
• “Outclass personalized SMS experience can offer 55% of the audience to happily buy more products and increase customer engagement.”

This marketing strategy is working great these days when nearly everyone in the world can be found online. Mo Mantra will help you attract customers through SMS and email marketing. We formulate marketing campaign strategies of brands old and new.

The post Does SMS and Email Marketing Help in the Growth of A Business? appeared first on Trending News On Search Engine, Social Media, SEM - Mo Mantra.