Solving the Customer Problem of Convenience or Anxiety? Or Both?

From Avinash Kaushik:

“When answering the question, why is Uber so successful, most people answer with one word: Convenience.

I believe there is a smarter assessment of the underlying reason for Uber’s success. You just have to dig a little deeper.

I believe Uber is so successful because of a different word: Anxiety.

Uber eliminates the anxiety of finding a ride.

Bottom-line: Never ask your customers for what solutions you should create for them, just ask them what problems they face. Be patient. Look below the surface. Find the root-cause. Once you have that, you have something that is hard to find… Something you can build a competitive advantage on.”

 

Email Personalization for your Business

Truism: One can’t personalize email communications with just an email address.

Can anyone argue that point? Therefore, you have to ask at least a few questions in your sign-up forms like name, location, demographics, and interests. Why did a new subscriber sign up, for example? That is valuable information and a great start for personalizing email follow ups.

You may need to rethink your entire email strategy if you want true personalization.

Use the unique subscriber identifiers that you gather to segment your email list. For example, if 8:00 am is the best time for opening email, you’ll need to send out emails based on timezone / location.

Does where I’m headed make sense? As difficult as it may seem at first, the only way to personalize is to get added info up front from your subscribers. Obtaining added information from your existing subscribers (if you don’t have it) is another hurdle, but one that must be addressed in order to personalize.

So, you can’t personalize with just an email address… well, sort’a. Another way to personalize (somewhat) is to track email behaviors. One of the easiest is to segment an email list based on what links subscribers click on in your emails. A good email provider will provide insights into what actions subscribers take – like clicking on particular links.

To execute a peronalized email campaign or just to get some customer acquisition ideas, send me an email !   peter@tucsonwebmarketing.com

Good luck!!

Are You Unhappy with Your Digital Marketing Efforts? You are Not Alone

Unhappy DIgital Marketer!
Image: Dale Moore via Creative Commons

Some 80% of business owners are unhappy with their online marketing efforts. Are you among them? Most likely, you don’t have the time or the expertise required to do the job the way you desire. That’s understandable and that’s how Tucson Web Marketing comes into the picture. We can help do all the work that needs to be done in the Digital Marketing area for you to get results. Our goal and passion is to help small and medium businesses obtain qualified customers through digital marketing. Please contact us at peter@tucsonwebmarketing.com for a free assessment of your Digital Advertising needs.

Passwords and Email are the Keys to your Digital Kingdom

Standard-lock-key

If you lost all your business emails and passwords at this moment, what shape would your business be in? Do you have email and password backups? In the digital world, email accounts and passwords are now the “keys” to your business kingdom. Share them sparingly and covet them fiercely.

Do not sign up for vital online services using an individual’s email. The business manager’s email, say freddie@acme.com, may seem adequate and safe, but it is not. Instead, maintain a generic email account and password for online services that can be accessed by several people – use something like Web@acme.com to access your vital online services such as Web hosting and merchant accounts. If Freddie decides to leave the company, all you have to do is change one password and your business’s online accounts are secure. And please, please make your passwords non-trivial.

If your company is large, you can create several categorical online accounts like webDevelopment@acme.com, webAnalytics@acme.com , and webFinance@acme.com depending on departmental responsibilities. In this scenario, every password should be different across functional areas.

You get the picture. No matter what scheme you come up with to keep your digital business organized, make sure  your emails and passwords are current, secure, and backed up, else you may face days of unnecessary fear and dread when Freddie the business manager decides to quit his job to work for the competition or join a rock band.

As a modern day King Richard might cry at such a prospect, “My Kingdom for all my business-related emails and passwords!”

Fare thee well.