The Modern Press Release: Two Don’ts and Three Do’s

The potential power of the press release is sometimes misunderstood by marketers who aren’t studied PR practitioners. Acting on those false beliefs, however, can be fraught with problems, so here are some best-practices regarding press releases as marketing tools. Read the full article at MarketingProfs
Source: https://www.marketingprofs.com/articles/2017/32516/the-modern-press-release-two-donts-and-three-dos

11 Powerful Approaches to Marketing Highly Unsexy Products

The appeal of some products is obvious; they practically sell themselves. Other, “boring” products? Not so much… There is hope, though. Here are 11 powerful ways to market products that, on the face of it, seem totally unsexy. Read the full article at MarketingProfs
Source: https://www.marketingprofs.com/articles/2017/32507/11-powerful-approaches-to-marketing-highly-unsexy-products

How to Drive New Feature Adoption with Kissmetrics

When you launch a new feature, you can put adoption (or lack thereof) in four categories:

  • Users that haven’t heard of the new feature
  • Users that have heard of the new feature but haven’t used it
  • Users that have heard of the new feature, used it once or a few times and stopped
  • Users that have heard of the new feature, used it once and are continually using it

Each group of users need to be treated differently. And each group can be learned from to drive more product adoption and help direct future product releases.

Here’s how to do it in Kissmetrics.

Users That Haven’t Heard of The New Feature

You can find who fits into this group by using a simple yes/no survey from a tool like Qualaroo. You can place it on every page of your app and have it appear until the user provides a response:

populations qualaroo survey

For the people that select Yes, you can have a simple messaging saying Thank You. But for those that select No, you can prompt them to check out your new feature.

feature announcement on qualaroo

That’s one way to make sure newcomers are at least aware of your new feature and what it does.

But as the saying goes, you can bring a horse to water but you can’t make him drink it.

In this case, your user is the horse and the water is….ok, bad analogy. But you get the point. Awareness isn’t activation. Activation isn’t engagement.

So, that’s method #1. The other method involves using a little analytics from Kissmetrics. Just pull up a People Search and find the people that are current users, have received the email announcing the feature, but have not used it. While some of these people may have read the subject line, they aren’t too familiar with your new feature because they didn’t open the email and haven’t used the feature in the app.

Run that search, and you’ll get a list that looks something like this (just with different email addresses):

list of people in people search

So it looks like there’s a few people that aren’t too familiar with this feature. For them, we’ll create an email message that we’ll send to them. We won’t have to leave Kissmetrics or export anything to do this. It’s all in the same solution.

new feature announcement through kissmetrics campaigns

We’ll send them an email about this new feature, and will create follow up emails for people that still haven’t used the feature. The goal here is to get users who haven’t heard of the feature to start using it and getting value out of it.

Users That Have Heard of Feature But Haven’t Used It

Now we have the group of users that are at least aware of the feature, but haven’t tried it yet. These users may have opened the email announcing the new feature, visited the feature page, asked a member of your support team a question about it, or click an in-app notification.

You can find any of these people with a simple People Search. Just plugin your conditions and date range, and run a search.

We’ll create a Campaign message for them. Since they’re already aware of the feature, this won’t need be a replica of the email announcement. Instead, we’ll try to entice them to try the feature using the power of social proof. We’ll use customer testimonials that we’ve collected.

jenni testimonial email campaign

This email will be sent to users who are aware of the feature, but have not used it yet. If they receive this email, open it, and still don’t use the feature, we can create another email with a different twist – maybe embed our product video into the email.

And we’ll do all the tracking in Kissmetrics. We’ll keep a watchful eye of the product engagement with Populations:

Now let’s go on to the next group of users.

Users That Have Heard of Feature, Used it Once or Twice, and Stopped

This group of users has heard of the feature, is aware of what it does, and has even tried it a few times before eventually not returning to it.

This group of users needs to be treated a bit differently than the previous two. We aren’t as interested as getting them to try the product as we are gathering feedback to see why they dropped off. The reasons will vary:

  • I didn’t get value out of it
  • I’ve been too busy to get to using it
  • I’m about to cancel

To find this group of people, we’ll run a People Search for users that have used the feature no more than 3 times, have not used in the past 2 weeks, but have logged in in the past 2 weeks. This is to make sure we’re finding the active users that are logging in but are not using our new feature.

If there is a group of people in this search, we’ll create a Campaign and write our message. There are a couple ways we can go – we can either ask them for feedback on the feature or try to get them to use it again. Let’s first start with a feedback email.

campaigns feedback collection

We’ll send this email to our users that fit the criteria mentioned above. The main objective of this interaction should be to gather feedback to see which problems they run into (if any) and discover why they aren’t using the feature anymore, despite still signing in and using the product.

Users That Are Using the Feature Often (5+ times a week)

These can be known as our power users. They’ve not only heard of the feature, they’re actively using it. These users can be a source of feedback, and a few of them may even be willing to provide a testimonial that you can use in public. Some of them may even go a step further and write a positive review on a site like G2 Crowd or Capterra.

The search for these users is pretty straightforward. You’ll find users that have used the feature at least x amount of times in the last week. A good measure for most features is at least 5 – this way you’ll find people that have used the feature 5 or more times during the last 7 days.

getting feature feedback from power users

We can also attempt to learn more from these power users and funnel those insights into future product development and marketing materials. For instance, if we find that the users that get the most use out of our tool are growth teams, but we’ve been targeting marketing teams, we’ll know we should consider modifying our marketing messaging to target growth hackers.

Unique Emails to Each User Group

Throughout this post, we’ve gone through four user groups and emails you can send to each group.

It’s important to keep in mind that these are separate emails going to different groups of users. We aren’t sending all these emails to the same customer group. For example, we won’t be sending the same email to power users as we do to users who have never heard of the feature. Each group gets its own email as they are treated differently and what we are looking to get out of them differs.

Conclusion

Building something people want is hard. At least, building something a lot of people want is hard.

Then, getting them to keep using it day after day, year after year is almost impossible without near-perfect, flawless product iteration.

Customer development can help. So can co-creation.

And good ol’ customer feedback through conversations and emails can also do the trick. Especially when it’s targeted towards a specific user group with differing product-adoption levels. Kissmetrics can help you identify these user groups, and you’ll even be able to send these behaviorally-targeted emails within Kissmetrics. Click the play button to learn more.

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Questions? Ask them in the comments.

About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.

Source: https://blog.kissmetrics.com/drive-new-feature-adoption/

Beyond Sales: The Different Types of Conversions, Why They Matter, and How to Get More Of Them

When you think of “a conversion”, what goal comes to mind? For most of us, a sale is the ultimate goal, so it’s no surprise that sales and conversions are inextricably linked to each other. But even though a sale might be the end goal, it’s almost never the first thing a new potential customer does when they visit your site.

Yet they’re still converting, even when a sale doesn’t take place. Paying more attention to these types of conversions can not only help you win over more customers in the long run, but also deliver valuable insights that you can glean from your existing data — insights you may never have considered when focusing solely on sales. Let’s take a closer look.

Introducing the Prospect to Your Solution

The first step in any good funnel is to introduce prospects to your solution. Oftentimes brand awareness campaigns like these are done via pay-per-click solutions like Google Adwords or Facebook Ads. In the case of Adwords, you have tight integration with Google Analytics, so you can easily see which ads worked, which ads didn’t, and what kind of actions the user took on your page.

But these platforms really only scratch the surface of the conversion potential that’s happening behind the scenes. To really dig deep and get the gold nuggets of impactful data that makes a real difference in your campaigns, you need a robust analytics solution. Kissmetrics is one such tool that allows you to not only see things that you can also find in Google Analytics (like “How many people clicked this ad” and “how long did they stay on site afterwards?”) but also answer more meaningful, conversion-propelling questions, like “How many new users did we gain as a result of this campaign?” “When did users go from our onboarding email funnel to becoming full-fledged customers?” “Which email encouraged them to do so?”

If you’re truly data driven, you can even have the system crunch the numbers and figure out the average cost to acquire people who downloaded your white paper, for example. Either those leads will pay off, or you’ll find that you need to revisit your free offer to create something of greater value.

These are the kinds of insights you simply don’t get by looking at pure sales-focused conversion data.

Moving the Conversation from Web to Email

Getting the prospect’s email takes the conversation from web to email, and even though it’s a small win, it’s still a type of conversion nonetheless. The visitor is saying, in essence, “I’m interested in what you have to offer, and would like to know more.”

All too often, marketers seize upon this opportunity to blast users with all kinds of information — which can be overwhelming and disconcerting, and lead to them regretting their choice and unsubscribing. This is the time where it pays to look closer at the data in your email automation program. Most platforms will give you simple data such as clickthroughs and open rates – but again, we want to go deeper.

For example, are you tagging users so that you can follow where they go (and how long they stay) after they click an email link? What criteria do you have in place to identify and separate the eager, ready-to-act prospects from the freebie “tire kickers”? And what are you doing to warm up the tire-kickers into becoming ready-to-act prospects?

Fortunately, you can use a tool like Kissmetrics Campaigns to not only automate your email, but provide behavior-based segmentation so that you can know, with far greater precision, who’s taking the actions you want them to take, and who needs a bit more hand-holding?

Behavior-based marketing is more than just a buzzword, and it goes well beyond the traditional $Firstname “personalization” that many email marketing platforms offer. Want to segment emails based on whether or not a user opened or clicked through a previous email campaign? With Campaigns, you can, leading to a whole new level of one-on-one engagement with your prospects.

Getting Your CRM Software to Do the Heavy Lifting

When customer data goes into the CRM (customer relationship management) program, oftentimes the ball gets dropped. No matter which platform you use, your CRM system and marketing automation system need to work together harmoniously in order to output actionable data that delivers a return on investment — and the real sales numbers you crave.

While Kissmetrics isn’t a CRM platform specifically, it does mesh nicely with existing services that specialize in lead generation and customer tracking, including:

  • Salesforce
  • Marketo
  • CallRail
  • Call Tracking Metrics
  • Tapstream
  • And many more (see the full list here)

Details on how to integrate Kissmetrics with your existing shopping cart, SaaS or CRM can be found at the list link above, and once you follow this simple process a wealth of data will open up to you, effortlessly blending marketing and sales information so that you get detailed snapshots of user behavior from the start of the funnel to the end.

Here, you’ll be able to see which customers took which actions, and who needs a bit more nurturing to take that all-important next step.

Seeing the Big Picture (And the Little Details) – What Makes a Conversion a Conversion?

Focusing solely on sales as conversions can be disheartening at best, since very few people will ultimately make it through your funnel even on the best of days. It can be discouraging to focus on such a small percentage when instead, you should be looking for lots of little wins.

Bounce rate on your lead magnet page is lower as a result of more targeted ads? That’s a win.

FAQ pages have an unusually high time on page? People are getting their questions answered. That’s a win.

Downloads of a new white paper resulting in more high end, enterprise-level customers? That’s a win.

To be sure, right now a lot of the information out there can seem scattered and uncoordinated. Marketers still have a great deal of data sifting and filtering to do. But new advances in both tools and technology are helping not only comb through the data, but deliver meaningful, relevant information which in turn helps entire companies work together as a cohesive unit – and focus on conversions beyond the sale.

Are you focusing solely on sales when tracking conversions? Or are you looking at other types of “little wins” as well? How is this approach working for you? Share your success stories and triumphs with us in the comments below!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today!

Source: https://blog.kissmetrics.com/beyond-sales/

Email Subscribers’ Attention Spans Are Increasing. Yes, Really! [Infographic]

Finally, some good news for marketers: Consumers’ attention spans when reading email are increasing! But they still aren’t all that long. This infographic by Litmus gives you tips for optimizing emails for short attention spans. Read the full article at MarketingProfs
Source: https://www.marketingprofs.com/chirp/2017/32433/email-subscribers-attention-spans-are-iincreasing-yes-really-infographic