Do Marketers Need a Crisis?

The crisis of 2008 undermined the labor market of promotion specialists: in many companies, marketers were fired because they could not explain what benefits their activities bring to the organization. Now they again feel the sword of Damocles above themselves. And employers will be able to take advantage of this - it's time to get marketers to work with increased returns. What is the best way to manage promotion specialists within the same budget?

Before the crisis, many organizations spent money on simple promotions: publications in special magazines, exhibitions, conferences. You need to challenge the marketer to find a way to put a commercial offer to buyers at a lower cost. Better if this method has not yet been used by competitors. The secret is to describe the client’s behavior in as much detail as possible.

It was this approach that helped marketers find for Sberbank a new advertising channel with a placement cost ten times less than planned. The bank held an annual campaign for company executives - reduced lending rates for small and medium-sized businesses. The main customers are shop and kiosk owners. They need funds when the bulk of the money spent on the purchase of another batch of goods. Bookkeepers of wholesale bases were presented with a batch of plain office paper for printing invoices and invoices. On one side of each sheet was written information about the action. Plans to attract new customers were overfulfilled seven times.

Marketers of the company attract visitors to the site, and evaluate their performance by visits. As a result, the company knows where more visitors come from, but it is not known where more customers come from. Site visitors just call the office, so you need to track which visit is converted to a call.

Mango Office, the cloud-based communications services provider for business, usually divided its marketing budget between contextual and banner advertising in half, but after this operation, it turned out that contextual transitions made three-fourths of calls, and transitions from banners only a quarter. Since more interested buyers come from contextual ads, it means they need to spend more on them than on banners. The budget was redistributed in favor of contextual advertising.

With the help of unique virtual numbers, you can mark not only online advertising, but also direct mail, conferences and exhibitions.

The marketer's first plan is to find this target audience.

The owner of the SuperStroy finishing materials store has set the task for his employees to double sales 3 months after the launch of the advertisement. If shabashniks started to buy building materials in the store, the task would be solved, but as usual they preferred wholesale bases.

Observations showed that the cobbers constantly breaks and disappears tool. The bases are on the outskirts, there are constant traffic jams on the way to them. At the same time, in SuperStroy, located in the center, tool stocks were not claimed. The coupon action "Check" was launched - "Buy in the center, exchange checks for an instrument." The more purchases the co-workers made, the more serious tool they received in return for the collected checks. As a result, the plan to increase sales was completed in three weeks instead of three months.

How to turn visitors into buyers

Company sites are silent catalogs that do not prompt visitors to take action. First of all, determine the list of these actions and start working.

Marketers were increasing traffic to the window manufacturer's Steklodom site, but sales were not growing. A list of 80 targeted actions was compiled. Three of them were selected: “call to the call center”, “application for calling the measurer”, “question to the customer department”.

Using some Internet services, the actions of visitors were analyzed. It turned out that visitors got acquainted with one or two pages and after leaving the site, before reaching commercial offers. This data was used to change the design of the page and the location of the target buttons. Using texts and interface design, the site began to explain to visitors what they needed to do, how to do it and what they would ultimately get. As a result, the number of calls from the site has grown by one and a half times, and the number of calls of measurers has doubled.

If your company does not have a marketer, then it's time to accept his work. Soon, many free specialists will appear on the market who are ready to work with full dedication. It remains only to choose the best.