Your welcome email is your most important piece of customer marketing

Acquiring a customer is only the first step along what you want to be a very long journey together. The most successful companies know they cannot take customers for granted. They also know that customers never stop developing their opinion of a company, be it good or bad, and first post-purchase impressions are vital.

If you ask for customers to sign-up to an account as part of their purchase, this is where your welcome email comes in.

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Tools & resources for DIY marketing on a shoestring budget

My first marketing job was for a small, local law firm with a very small budget. This meant I had to be incredibly selective in the marketing we undertook, and I had to make sure every penny delivered. I also had to take on a lot of tasks other companies would normally outsource because we couldn’t afford to.

This DIY approach to marketing was a great boot camp and it has stayed with me ever since. My budgets are much larger now, and I have specialist marketers and designers reporting to me, but deep down I still have a DIY mentality. It also showed me that big budgets don’t always been big results, and more importantly, small budgets don’t have to mean small results.

If you have next to no marketing budget, here are the tools and resources you need to do it yourself, and do it well!

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Using reviews & testimonials to increase sales

People are naturally risk aversive, and your prospective customers will instinctively look for visual clues on your website to gauge how “safe” your product or service is.

The likelihood of them deciding to buy something from you is often based around the levels of perceived risk they associate with you. This is where positive reviews come in handy.

In this post I will show you the importance of using reviews in your marketing, and how to proactively curate them.
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The boy who couldn’t fail

I’m not sure exactly how we got on to it, but I recently had a conversation with some colleagues about what we would call our autobiography. I can’t remember any of them, including my own, apart from one; “The boy who couldn’t fail”.

It was meant as a joke and made me laugh. It also got me thinking about Rik Mayall’s autobiography “Bigger than Hitler, better than Jesus”. I’ve never read that book, but I have never forgotten the name, and I instantly want to read it when I think about the title.

Why? Because they both stood out from the crowd, forcing their way in to my long term memory.

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5 lessons to learn from Ikea’s marketing

IKEA is the de facto choice for many a household looking for low cost, good looking furniture. With revenues of over £28bn per year, IKEA is a master of marketing that we can all learn from.

Following on from my posts covering at what we can learn from Nike’s marketing and McDonalds’ marketing, I’m going to look at what marketing principles we can take from IKEA to apply to your marketing, no matter how big or small the budget.

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How to run a customer marketing survey and get data you can use

I am a big fan of surveys. Too often marketers try to use abstract data or personal opinion to define their customers and work out what they want. I find the simplest and most effective method is to ask them.

A well designed survey will help you to clearly define who your customers are, what they like about you, what they think you could improve, as well as offering great product/ service ideas for the future.

This article will look at the software you can use to run your survey and capture the data, the survey structure and questions formats you should be using, questions for you to consider, and finally some general survey “do’s and don’ts”.
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