As a marketing agency, we’ve witnessed a lot of changes in the digital landscape over the years. One of the most prominent has been how the internet has become increasingly essential for people of all ages, genders and nationalities across the world. It’s accessible to everyone – from teenage digital natives to pensioners.
The only problem is, each generation has different experiences and expectations of what they want to see online. Many savvy marketers have realised that success lies in crossing this generational gap and offering content which reflects shared interests. So how can you possibly design your website and create content which appeals to multiple generations? Read on to find out! Read more
When it comes to boosting sales, a lot of companies think reducing prices or offering deals is the only way to do it. And yes, this is a powerful strategy – but it’s not the only way to achieve a higher conversion rate. Here are 12 remarkably simple and effective methods for accelerating your sales and driving your business forward.
One thing many businesses have found over the last few years is that customer budgets have tightened and more scrutiny is given to the price of products and services.
We’ve seen a number of successful businesses responding to this change in the commercial landscape with a more flexible offering, one that appeals to different business budgets and cash flows.
They recognise that not everyone may want to purchase a product or service in its entirety – say with all its add-on features, bells and whistles. You’ve probably come across this in the travel industry when you’re presented with options to add car hire or a hotel stay on to a flight purchase.
One example is the budget airline Easyjet who charge for a basic flight and then add on extra charges for additional bags, drinks etc.
By providing different purchasing options to a customer, you can gain a competitive edge on those rivals who are sticking to a ‘one size fits all’ range.
One anecdote we’ve heard is from our Digital Marketing Manager who previously worked in the IT department for the global brand of a multinational corporation. When their team “sized up” jobs they would do it by “t-shirt sizes” – Small, medium or large.
The criteria for their sizes were:
Small – An hour or two’s work
Medium – up to four hours’ work
Large – Four hours plus, up to a day or more
So this might give you an idea of what you can offer to suit different customer budgets.
Whilst you don’t want to overwhelm customers with numerous configurations, by creating a handful of simple and clearly defined package options you can capture the interest from a broader range of customers – albeit with different budgets.
If you’d like more ideas on how to package and market your products and services to appeal to different customer budgets please do contact Surrey marketing agency Clever Marketing on 01276 534 680 or email email@example.com
We’re good at SEO and offer hands-on PPC management plus we mix these up with your social media and traditional marketing channels.
It is great when a marketing campaign generates a sizeable pot of new business leads and warm contacts. This achievement though presents the immediate challenge of converting that interest into sales. Read more
With the arrival of the New Year, many businesses are looking ahead and planning how to make the next 12 months even bigger and better than the last. Whilst it is tempting to focus purely on new prospects, there is often much commercial benefit to be gained from your existing customers.
The Value of your Customer Base
Certainly, throughout 2014 you will want to ensure those customers continue favouring your business offering over others and maintain their levels of expenditure with you. Ideally, you will also want them to consider other aspects of your service or product range and increase the range they buy.
Uncovering your Customer Experience
The key to all this will be how good your customer experience is. This doesn’t just equate to the quality of your product or service, although that does have a major part to play. It also involves the pre- and post-sales interactions you deliver around your product/service. Each of these interactions needs to be positive and one your customers find comfortable, easy to understand and even enjoyable.
Test it out
To help you improve the customer experience you deliver, try it out for yourself or employ a mystery shopper specialist to test and report back to you. Where possible you should aim to simplify any complex messages, ease the process of buying from you and ensure the after-sales experience encourages customers to want to buy more.
2014 will no doubt see people continuing to be busy and so the more you can make your customers’ lives easy and hassle-free, the more they’ll opt for your business offering over another’s. Clever Marketing has helped a number of firms identify gaps in their customer experience and have successfully tackled these to improve client loyalty, create greater awareness of the firms’ business offering and generate up-selling opportunities.
Learn more about gaining a competitive advantage by improving your customer service experience.
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