Hard to believe it’s been 50 years this week since the Beatles released their landmark album, Sgt. Pepper’s Lonely Hearts Club Band. The album is not only regarded as one of the best of all time, but forever changed the way music is performed, recorded and mixed. Many of the innovative sounds and techniques applied to record Sgt. Pepper can be attributed to necessity. The Beatles’ producer George Martin was limited to 4 tracks of analogue tape, which means he had to use a process known as reduction mixing, or “bouncing” tracks in order to be able to have multiple sources of material. Four tracks from one recorder are mixed and then dubbed down to a master four-track machine, thus creating a virtual multi-track studio. Compare that with the studio mixing consoles of today, which can have up to 64 tracks.
So, what does Sgt. Pepper have to do with marketing? If you have a limited marketing budget with aggressive sales goals, then to get those results you may have to improvise and be creative, fully utilizing all the resources at your disposal. Like the Beatles’ four tracks, here’s four marketing channels that you have to make sure to optimize completely for the best results:
Direct Mail-Do you still “spray and pray”, or send emails to every household in your target area hoping to reach your potential customers? The typical response rate for saturated direct mail campaigns is 2 percent. You can radically increase the response rate to 6.5 percent with a highly personalized piece that segmented to your specific audience. And your cost per lead drops as well.
Email-Most companies have amassed an email list over the years that they blindly send all communications to, without regard to who gets it, or if they open it. Segmenting your list by sending the right message to the right people will not only help you get better open and click rates, but you’ll have fewer opt-outs from recipients who have no need for that message. A study by Mail Chimp showed that segmented campaigns get 14.31% higher opens, 100.95% more clicks, and 4.65% lower bounces than non-segmented campaigns.
Social Media-As social media gained popularity as a marketing tool, so did the “more is better” rule for keeping in touch with customers. The reverse is actually true now; people don’t want more, they want relevant. They want content that speaks directly to them and is well written. Give your customers information that they can use and will engage them. Use video as much as possible, and give them valuable content to download like an ebook or infographic.
AdWords-Like the other 3 channels we’ve looked at, the key to maximizing the effectiveness of Google AdWords is to know your audience and target them with a personalized ad that resonates with them. It is predicted that by 2020, there will be over 6 billion smartphone users, and Google searches on mobile phones already account for 53% of paid-search clicks. That means when you do your AdWords placements, make sure you speak to the mobile crowd with engaging, concise messages.
Like the Beatles and their 4-track recorder, to attain success you have to not only use the tools that are available to you, but be creative in how you use them to achieve your goals.