If you are in charge of marketing for your business or performing arts venue, you know then that within the last couple of years, all the rage has been with automated marketing. And if you’ve been around for a while, you also know that after the internet, marketing in the traditional sense has been turned upside down and has become much more complicated.
In the old days you would put together a snappy advertising piece and hope that it would stick. You would know that it was working when your customers would tell you that they saw your ad or redeemed an offer.
Nowadays, you can track every step of interaction from your customers or patrons if you have the right tools. With today’s technology, you can make minute adjustments as you go along to any marketing that you may be doing to make sure your message is hitting all the right points. But this is only the tip of the iceberg and hence, the complication. It can become quite overwhelming to stay on top of all the “flavors of the week” marketing tools. To help clear all the noise, below are 9 easy steps to make you a marketing genius and help you automate your marketing efforts.
1. Presence Building
With today’s search engines you need to make sure your business or performing arts venue’s online profiles are fully optimized for your presence on the web. This includes your Google+, Yelp, and Facebook profiles. Your digital footprint is just as important as your local presence, and you need to make sure you stand out from the crowd by improving your listings on these types of sites. All of these sites are doors to your business and you never know where someone is going to find you, or stumble upon you while browsing the internet. Make sure that all of your information and branding is consistent and accurate across all of these “doors” to your business or performing arts venue.
2. Call & Text Tracking
Now that you’re getting found, capturing incoming phone calls and text’s in your CRM is crucial. Additionally, any printed marketing pieces that your business or performing arts venue does should have a tracked number on it so that this can feed into your CRM as well. Based on this data, you can now remarket to your prospects and customers via SMS.
3. Email Tracking
From your website or other marketing that you may do, make sure you are capturing all of your new and existing customer emails, building robust customer profiles in your CRM for email remarketing. This may sound obvious, but you’d be surprised at how messy some email lists can be!
I like to say feedback is the breakfast of champions! Getting feedback from customers is the best way to figure out what people love and how you can make your business or performing arts venue even better. Collect this feedback, and store it for easy access so that you can review it on occasion to make sure your marketing efforts are staying on message. Honest feedback will also bring to light what you may need to fix. You need to take the good with the bad to always be improving your business or performing arts venue.
5. New Customers
When someone contacts you to inquire about your business, they’re already halfway to becoming a new customer. Armed with this data, make sure you are sending new customers or patrons offers to bring them through your door.
Word-of-mouth is the life blood of every local business or performing arts venue. Make the most of your adoring customers or patrons by encouraging and reminding them to refer their friends.
Online reviews are key to grabbing the attention of potential customers. Spread the word by encouraging your customers to share their thoughts on what makes your business or performing arts venue so easy to love and then post these on your social media channels. One of the first things I look at when searching the internet is what other people are saying about a particular business or the performances happening at the local venue.
The only thing better than a new customer is a repeat customer or patron. Identify your most active customers and boost loyalty through scheduled messages and activity-based offers through your CRM.
9. Business Analytics
Data is power. With the right information, a business owner or marketing manager can maximize revenue and minimize costs, not to mention free up more of their time.
A good CRM will be able to track each interaction with your customers or patrons and make sure your customer database is always growing and up to date. It is important to keep an eye on which of your customers or patrons are most active or least active, who found you by phone or by email, and have notes associated with them. Your CRM should be able to identify the people calling your business or performing arts venue and automatically add them to your customer list. Your CRM should then be able to analyze all these data points and distill it into actionable charts, stats, and insights so you can view your progress and outcomes in real time. Get into a routine of looking at this information on a daily or weekly basis.
At first blush, this may sound complicated, but it doesn’t have to be. The key to this is a good CRM that can do all of these steps for you. Good selling!