Author: Summit Ghimire

Whether to get prospective customers to open your email or for a click and a purchase, an email marketing strategy is integral to gaining a successful email marketing result. Your strategy may revolve around knowing your target audience or creating a personalized experience that drives sales. Whatever your end goal is, we have created the perfect guide for creating a successful email marketing strategy and how this strategy can improve your marketing campaign. 

What is an email marketing strategy?

An email marketing strategy can be defined as a set of processes that email marketers can identify, set up, and implement to communicate with their target audience. These strategies are implemented through email advertising channels and methods. Email marketing is one of the most effective marketing channels, and creating a strategy to fit the necessary ideals and goals is an essential process step. We provide you with the required tools and tips to up your game in your email marketing process. 

Where to start with your email marketing strategy?

Email marketing strategies can be a daunting task to take on. Whether your content marketing strategy is to build your brand, get that customer attention, maintain retention, or garner engagement, your strategies can all be very different or similar depending on the end goal. However, the first question to ask is where to start. Here, we provide a simple roadmap of what those initial steps in your strategizing process can look like. Once we have laid out these first steps, we detail the various elements within the strategies and how they can be approached. 

Set Your Goals And Means To Measure Metrics

The first thing you need to do is to set a goal for your email marketing campaign. What are the results that you are trying to achieve through the campaign? Whether it is to drive sales, increase click-through purchases, or connect with customers and inactive customers. You can set your goal according to what your result would be.

When setting a goal, follow the SMART rule, making your goal – Specific, Measurable, Attainable, Realistic, and Time-Bound. When you have placed your plan within these peripheries, you can set the metrics to calculate the results. This could include your click-through rates, engagement with CTAs, and more. 

Figure Out All You Need About Your Target Audience

Before we go anywhere with the strategy, you may hear this often, but the first thing to keep in mind is your target audience. We mention this first because of its importance and the simple result keeping your audience in mind can bring. If you have a customized approach to your strategy, then it has the potential to work. A generic strategy that does not consider the potential target audience differences can slack off in the initial phase itself. If you are personalizing your campaign and want a more niche approach, you may have to go beyond your audience’s demographics. For this, a few simple questions must be asked : 

• What are the preferences of your audience, buying habits, and behaviors?
• What are their needs, and how are the interactions between the sales team and the customers usually?
• What time schedules will be the most effective for sending an email?
• What are the qualities that are unique among this audience niche?
• What values do they lean towards? 
• Social media and blog engagement among the customers

These questions may seem daunting in the initial stages; however, this approach requires time. Only after a few campaigns will you be able to put together this data and utilize it for further improvements to your campaign. So, frame these questions in the initial stages to get your campaigns’ results and implement them further. 

Build An Email List

Getting subscribers that are interested in your content and have opted to get your emails or would appreciate your content is necessary. Whether you are trying to build an existing list of subscribers or you are focused on getting a new set of subscribers, there are various ways in which you can accomplish this. Here, we have listed the best possible ways to go about this. 

• You can create a signup form on your website for anyone wanting to stay in contact with the content you put out from your brand. You can set up a pop-up on your website that collects data from manual signups that your customers can fill up. 
• You can also create a simple sheet where anyone who comes in to look at your brand can sign up and learn more about whatever you are trying to sell through your brands. 
• Another method includes using your social media channels to drive your email subscribers. Whether you may have a social media following, you can always drive your email subscriptions through your social media pages to gain more subscribers. 
• If you are trying to engage your existing customers and want to gain subscriptions from them, holding an offer or a discount for an email subscription can be a smart idea. 
• Another important thing you can consider is to make your email shareable across social platforms. If your content is valuable to your readers, this can be a great way to incentivize your content. 
• A good landing page can be the deciding factor for your customers whenever you are working on an email marketing campaign. Creating a compelling landing page for your CTA’s could drive your email subscriptions. 

Email List Segmentation

You have an email list of your subscribers, which is the perfect place to start your segmentation. Whether you have 100 or more subscribers, sending a generic email to all without customization may not yield the desired results. When you are strategizing for your email marketing campaign, segmenting your email list of subscribers according to their needs, wants, and preferences can be the key to getting results. A targeted email marketing campaign has a higher chance of reaching customers and getting the engagement you want. You can segment your email list based on various factors such as :

• Time of engagement
• Demographic
• Location
• Frequency of engagement 
• Purchase history 
• Position in the sales funnel
• Interest in content and engagement
• Review-based and more. 

Focus On Content

Once you have a segmented list of email subscribers, you get to customize your email campaign accordingly. Remember that customization and personalization go beyond names and sending emails with specific content; you must keep in mind that you are building a sense of trust with your customer base. You need to anticipate their needs and provide them with content that provides them with value for their time. So, sending them detailed personalized offers, discounts, content, and more can be all a part of your initial strategies to create a successful email marketing strategy. 

How do you create a good email marketing strategy?

Once you have a base to work on for your email marketing strategy, the most important bits come into play. How do you strategize for the most effective way to gain results from your email marketing campaign? We have already laid out the necessary steps to get to where you can start to build your email marketing strategy on, so we now focus on the steps to create a good email marketing strategy further. 

Define Your Personalization Boundaries

We have mentioned ways you can personalize your email content. However, personalization must also include setting boundaries. Personalized email content has a 29% higher rate of being opened and 41% higher chances of click-through rates; however, you have to be careful not to cross boundaries when creating familiarity with your customers. So, make good use of your subscription data and personalize it to the requirements, and not more than necessary. 

Use email marketing templates.

Email marketing templates can be an email marketing tool that provides both values of time and streamline the email marketing process. When using an email marketing template, you can personalize the emails without building an entire email from scratch. All the necessary elements are already placed within the template, including the design, CTA placements, images, brandings, and more. So, your email layout is also a part of the email marketing template, allowing you to focus on your content more. 

Use email automation

Having email automation set up can help you with your email marketing campaign. You can set up email automation through software to include email time stamps, subscriber actions, and other conditions that you can pre-set onto the automation. Examples could include an automated welcome email, which can be created with a pre-existing email template. Another example could be an automated newsletter email. Either way, having CRM with email automation set up could streamline your email marketing process, making it more efficient and providing the required frequency.

Create Compelling Content 

Your email content is just as much an important part of your email marketing strategy as anything else. A few key elements can help take that email marketing strategy to the next level. Here are some of the most important factors that we believe must be included in your email marketing content to ensure the best possible results from your email marketing campaign. 

Include short and engaging subject lines

Subject lines are the first thing your customer will have their eyes on when sending out your marketing email. So, take your time to frame a subject line that makes promises that will be delivered. You can create compelling subject lines by keeping them simple, straightforward, and, most importantly, short and appealing. Do not overdo it, and make sure you do not bait your customers with your subject line. It is one thing to impress and another thing to exaggerate. So, ensure your subject line aligns with your content and customer intent. 

Provide value to customers

Without the right content and value to your customers, the entire process provides no results whatever strategies you use. Your content can make or break the engagement, which can only be done by providing your customers with the value they are looking for. Whether this is done through anticipating their interests and needs, ensuring you are showing your presence and care, or more, content can be an essential part of your strategy. So, strategize your content accordingly to provide value. 

Check grammar

Ensuring there are no errors in grammar, content, and all parts of your email should always be your priority. As much as personalization goes a long way, so does making sure your content is error-free and ready for consumption. 

Do not overload the copy.

Your copy must be well-written and include all necessary information; however, that does not include a text-heavy jam-packed email. Though text-heavy emails can be just as relevant as ones with images, you need to ensure that your email is short and has all the necessary information with a guise of mystery that points towards your call-to-action. Provide your customers with content and ensure they do not get frustrated while consuming it. 

Include a call to action

A call-to-action is required in any email marketing campaign. Call-to-actions provide metric data, user engagement, and more. Including a well-intended and well-placed call-to-action in your email content is essential. 

A/B testing 

Whenever you are testing out your strategy for your email marketing campaign, it is crucial to test out more than one variation of your strategy. Whenever you have a segmented list ready, you can test between variables of email content and elements within your plan. You need to check the right metrics to ensure that your test results are compared and that the correct data is implemented in the campaign. 

Some of the metrics that you can use to measure the success of your testing can include: 

• Bounce rate
• Email signups
• Unsubscription
• Email open rate
• Subscription rate

Leverage social media

Whether you have a long or short email list, you can always leverage social media to increase your email list. Moreover, you can also make sure your email campaign content is shareable across social media platforms to create more opportunities for your campaign’s success. The most important thing is to link to social media without seeming too spammy. 

Re-engage with inactive customers

Last but not least, inactive subscribers need a different strategy to approach their interests and needs. If the content you generate at the moment does not cut, then strategize to engage inactive users with deals, offers, and other content methods to re-engage interests. Another important thing you can do is to try and find out whether the content is at fault or what the users have faced with losing interest in your email content. This can be done through surveys and more. Either way, showing that you care and providing inactive users with opportunities to re-engage with your content is important.

Next Steps: What happens after your email marketing strategy is ready?

Implementing your email marketing strategies may get you the expected results, but you must always revisit your strategy and remember to incorporate some key elements into your plan.

• Broaden your focus and always ensure you are looking for ways to improve your strategies. Implement your testing results and provide your customers with the best possible content. 
• Be creative with your marketing strategies and look for ways to differentiate your content without being too over the top. 
• Current trends can be a good place to tap in with your customers, especially when unsure where to start your content marketing. 
• Track metrics and use your data to provide customers with the best possible experience. 

Contrary to what most people think, email marketing is an effective way to get a good return on investment for your marketing efforts. Moreover, spending time and attention on creating a curated email marketing template can be both beneficial in the long run and provide you with the opportunity to increase your chances of result-oriented marketing strategies from your prospects and customers. HubSpot has recently provided data that businesses that use emails to generate leads get 50% more leads that are active buyers and at a 33% lower cost. Email leads can increase sales opportunities by 20% compared to non-nurtured leads. 

Since there are multiple ways and methods in which you can curate that perfect email marketing template for your business, we provide you with a well-rounded guide on how to create that email template that will get you the response you expect for your business. Let us get right into it! 

What is an email marketing template

Before we get into the curation of email marketing templates, a few may be unsure of what creating an email marketing template entails. 

Whenever a marketer is to have a starting point for their email, a template provides a guide that does not require the email to be built from scratch. Email marketing templates can be categorized for all sorts of purposes and are based on the business and goal the marketer aims to reach through their marketing strategy. Every time a marketer starts an email campaign, aspects such as the design, mobile friendliness, aesthetics, and other elements of the email are already laid out through an email template. Now, the marketer gets the opportunity to spend their time creating content that their readers will value, engage with, and will be useful to them. 

Creating that perfect well-rounded email marketing template will provide value to your customers and increase their chances of interacting with your content. So, instead of trying to come up with fresh content every other time, you can use email templates to provide value to your time and those reading your content. 

What are the types of marketing emails?

Before creating that perfect email marketing template, you need to identify your email’s purpose. Whether you curate your content for engagement or retention, email marketing provides value through information. So, what types of marketing emails can marketers include in their inbound marketing strategies? We have listed four useful email marketing types below. 

Email marketing newsletters

A newsletter is one of the most common and sought-after email marketing strategies. A well-curated email newsletter includes helpful tips, knowledge, and tools the reader wants. When sending an inbox to your subscriber, sending content that adds value is the most important factor. Creating engaging content that includes thoughtful information, provides direction through guides, and informs of your service are all important. A well-written and curated newsletter includes content that engages, retains, and builds a relationship with your customer. 

Retention emails 

A retention email is a way to keep an open line of communication with your consumers and subscribers. One of the issues email marketers face is the loss of response and engagement with prospective and existing customers. So, a retention email strategy can be considered a request for feedback or even an offer to your customers who have lost contact with your campaign. Retention email templates must include persuasive and sincere content that gives users the assurance of being thought of. 

Emails aimed at promotions

Another email marketing campaign includes promotional emails. These emails aim to drive your sales, signup for email subscriptions, and provide product or service information. These emails are written to promote and encourage the consumers to buy or engage with the product or service you are providing them with. These emails can also be a useful method to provide value to your existing customers through offers, exclusive products, and services, driving subscriptions based on content, and cross-selling your products to increase your customers. 

Emails aimed at customer acquisition

An acquisition email provides a lot of value to your business through lead generation. When you have subscribers who are not active consumers of your product or service, creating acquisition emails can help customers see the value in becoming active users of your service. Moreover, this method of email campaign drives revenue and helps your prospective customers seek interest and value in the content you share with them. 

When do you use an email template?

Now that you have identified your email marketing campaign objective, it is necessary to identify when using an email marketing template is the best way to go. For many marketing campaigns, you may opt out of using a pre-made template; however, reusing an email template in other cases can be the best option. 

For an email list where your objective matches with another, you do not have to consider a special case for using an email template. The elements of a template can apply to most email marketing campaigns. 

• A pre-made template can deliver value to your time if you want to offer customer care and provide information to your client list. 
• Building networks and potential partnerships can include the use of email templates. 
• Another campaign where an email marketing template is beneficial includes loyalty programs and other offers you send to your customers. 
• Seasonal product and service information and event recall could be sent through an email template. 
• Confirmation emails for orders and details of an order. 
• Emails aimed for feedback and surveys. 

Using an email marketing template also entails checking what content and template work best with your customers. Email marketing tools and analytics are key to identifying the response and engagement. We discuss this in detail further in the article. 

What should an email marketing template contain?

Once you identify the method and position for your email marketing strategies, you can add elements to your email templates that will benefit your curation. So, what does an email marketing template contain, and what other factors are excluded from one? We have provided a list below. 

Company branding

Always include your company logo and brand colors in your email marketing templates. This can help your customers identify their correspondence. Including your company branding can help prospective clients recall your content through this identification. 

Unique value proposition

The next thing to include is a value to your offer. Most email user behavior statistics pinpoint the attention span of email readers as a scant 6 seconds. So, a direct and clear-cut value offer visible through bullets, numbers, statistics, and links can help get that response. 

A Call-to-action

A call-to-action is a must in an email marketing template for your conversion goal to be met through your email. A call-to-action can be in the form of a button, a link, an image, or anything that supports the agenda for the email objective. 

Relevant images

Adding relevant images is somewhat self-explanatory. A text-heavy email that only includes chunks of content can be overwhelming for a consumer to skim through. Break the piece of text with relevant images that provide context and information for your customers. 

Unsubscribe links and email preferences

An email marketing template must always adhere to the required guidelines and include an unsubscribe link on the footer. It should have clear footer content for changes to email preferences in front of your customers, allowing them to make necessary changes whenever they wish to and adding to your credibility as a marketer!

What is the ideal format for email marketing templates?

All the necessary information that needs to be added to an email template is subjective to the objective of the email, the prospect of your clients, and more. However, you can create an initial skeleton through the format that works best among your customers and what is perceived well.

An ideal format can for email marketing templates includes: 

• A clear subject line
• Must consist of preview text that showcases your company branding
• A body copy 
• May have images based on whether you are designing a text only or image had email content
• A footer that consists of an unsubscription and email preferences content
• It can include the logo and company branding based on preference
• Social sharing and other forms of links to relevant content and product/ service pages

The structure of your email marketing template can defer based on the kind of content you are going for. You must have a pre-designed idea of the incusing of branding, design, colors, and logos that must be within the template. Moreover, you can also choose to differentiate between what a text-only or an image/design-based email template looks like. 

How do you create an effective body copy of an email marketing template?

As much as a template is required when creating an effective email marketing campaign, a well-written body copy and subject line are the base of the template. However much you design the email template to be effective, well-written copywriting will be necessary for your consumers to engage and respond to the email for your marketing strategy to gain results. So, here are a few tips to nail that body copy and subject line for your email. 

Nail Your Subject Line 

For your email to stand out, you need to grasp your readers’ attention and engage them through your subject line. After all, this is what makes your breaks entire email campaign. So, ensure to nail that subject line by keeping in mind a few tricks that can help you get better results. 

• Make use of actionable language. 
• Ensure to personalize the message when sending it to existing customers. 
• Make the subject line as clear as possible. 
• Engage the reader with a catchy but comprehensible subject line. 
• Always ensure the subject line and email copy are well aligned and relevant. 

Create a compelling body copy

Once you have come up with a subject line that delivers, the next step is to create a body copy that follows. For a body copy, one must consider various factors that can garner attention while engaging users. So, here are our two cents on how one can create that body copy that users would read. 

Relevancy is key

Establishing relevancy is the key to creating a body copy that readers will perceive as necessary. If you are sending someone an email and writing to them, the users must first know why they are being written. As much as intrigue can be important, in email marketing – intrigue could lead to frustration. You want your user to understand the relevance of the content you are sending them, so establish a clear-cut message where the reader understands the motive of the email. 

Outline your benefits

Outlining the value you provide the client can be the best thing you do to ensure engagement. Whenever you are trying to sell a service or product, outlining the benefits will be more beneficial than only talking about the features. With benefits, you get to create value that a consumer has an opportunity to engage with. 

Talk in the second person.

If you are writing to someone, talking in the second person creates a relationship by allowing the conversation to be drawn towards the reader, not the brand. You are creating dialogue through a medium that is usually perceived to be one-sided. So, writing with “you,” “your,” and “yours” in the second person can be more effective than just giving information through “we” and “I.” 

Keep it understandable

An email should not be long and incomprehensible. Keeping it short and brief allows the reader to get all the information they need without the content being too much to take. Do not try to paint the whole picture through one email. You cannot possibly get this done without overwhelming the reader. So, grasp the attention and give enough to make the reader want more through contact. This is where call-to-actions then come in. 

Your call-to-actions matter 

A call-to-action is necessary to make it easy for the recipient of the email to know where they need to go for the next steps. A well-readable and understandable call-to-action will be identifiable and easy to grasp in a single ski. So, spend some time and effort to place your call-to-action effectively. This can be well worth the step. 

Is using an email marketing template deemed unprofessional?

Opposite to being unprofessional, an email template can help you elevate your email marketing template to create a polished and professional look. How you personalize your emails after this is up to you. When creating an email marketing template, you need to ensure you have the basics nailed down. Adding other elements to the email is like adding garnish to a dish that has its base done. You need to ensure you customize the templates based on the necessities and not rely entirely on the template to ensure that the results are as expected. 

Next steps after you create that perfect email marketing template

Once you have the perfect template, that is only the start; You need to practice some email marketing best practices to ensure that your email template delivers results. So, here are a few things you can remember once the email marketing template is complete. 

• Track the results of your email marketing campaign. 
• You need to make use of email marketing automation. 
• If your email consists of promotional events or specific content that requires a landing page, make sure you create that and link it to the necessary pages. 
• Add social media links and sync to your social media. 
• Personalize the templates when required.

Key takeaways

Creating a perfect email marketing template for your campaign can include multiple factions. For the campaign to gain the result you expect, ensure that your initial stage of creating a template is a boon to the process and adds value. Spend the right energy and time to create an effective template that will add more value to your campaign than you anticipate. 

Click-Through Rate or CTR refers to the percentage of visitors that click on a specific item that a website presents them to. In other words, it is a metric that measures the number of clicks advertisers receive on their ads per number of impressions. 

It is a known fact that search engines place a high value on a good CTR. For instance, in the pay-per-click model, the more clicks received, the more money search engines can generate. However, CTR is also essential to advertisers.

Visitors use search engines when they have a question and are looking for an answer. And as we know, search engines are so great that they tell what users are exactly looking for! Therefore, creating a relevant ad is the first step in fulfilling that need.  

This blog will explain what click-through rate is, what a good CTR is, how it impacts your ad rankings and when a low CTR is okay.

What is Click-Through Rate (CTR)?

CTR is the percentage of impressions that resulted in a click. For example, if there are 250 total clicks and 500 people saw it, that means you have a 50% click-through rate. Also, CTR helps show you how relevant your ads are for searchers. 

If you have a high CTR, that means searchers find your ad highly relevant, whereas a low CTR means less relevant. 

The goal of any PPC campaign is to get qualified leads to come to your website and take the desired action. For example, making a purchase, filling out a form, downloading a guide, etc.). CTR is the first step to improving the relevance of your ad and generating those desired results.

Examples of Click-Through Rate

Few common examples of where CTR can be used and measured include:

• A call-to-action link in an email
• A hyperlink on a landing page
• A PPC ad on a search engine results page
• An ad on social media such as Facebook, Instagram, or LinkedIn

What is a Good CTR?

A good CTR depends:

• on your industry
• the set of keywords that you are using related to your niche
• individual campaigns that run within a PPC account. 

Does CTR Impact Your Ad Rank?

Ad rank decides the position of your ad on the search results pages. Therefore, CTR also plays a part in your Ad rank in the search engine. PPC campaigns are not like auctions, where the top position goes to the highest bidder but to the advertiser with the highest AD rank. And CTR has a contributing factor in the Ad rank formula.

However, Ad rank is more complicated than we think it is. Google measures the expected CTR against your actual CTR. For instance, if you have run many ads with a low CTR, Google will assume that any new ads you add to your Google Ads will also have a low CTR and might rank them lower on the page. Therefore, it is essential to understand the role of CTR in your ads and try to improve them.

How Does CTR Impact Quality Score?

A Quality Score is a measure that helps you to understand how well your ad quality is compared to other advertisers. This can be related to your ad content, keywords, and landing pages. 

A Quality Score is high when your ads and landing pages are more relevant. It is calculated by the search engine’s measurement of expected CTR, ad relevance, and landing page experience. Therefore, a good CTR will help you increase your Quality Score.

CTR and A/B Testing

CTR is an insightful tool when conducting A/B testing. If a website runs an A/B test for conversions on a product page, the conversion objective would be the number of product purchases completed by the customers. 

Another metric that can be monitored is the CTR of shipping information. If the shipping information has a high CTR, it shows potential customers are interested in the shipping process. In this instance, it is beneficial to research the shipping information process and page further to gain insights and improve and increase conversions.

CTR is also a handy metric in conversion optimization. It helps identify user behavior and interest and can be used to build insights during A/B testing. Therefore, CTR can help to give a holistic view of user behavior in A/B testing. 

So, When is a Low CTR Okay?

You could write “Free Macbook” and get you a great CTR, but unless it is a measure of business success for your company, such ads won’t help your business become profitable. Therefore, focusing on your business metrics first, then CTR is important. 

For example, if your goal is to sell many products as possible at the lowest cost, then you should optimize PPC campaigns for cost per sale. In the same way, if you want to generate more leads under a certain cost per lead, then optimize campaigns for cost per lead.

It is important to note that unless your goal is to drive a high volume of PPC traffic, CTR should not be your main KPI. Low CTR doesn’t necessarily mean it’s a bad thing. There are times when a low CTR is absolutely okay! For instance, when you are dealing with keywords that are ambiguous in nature. When you have an ambiguous keyword, break it down and make it more specific to your niche. 

Don’t let a low CTR stop your ad campaigns unless it is not bringing anything to the table. Despite a low CTR, if you are getting a high lead volume, let performance be your guide. Low CTR is absolutely okay if your ads and keywords perform well based on your business goals and objectives. 

Click-Through Rate Takeaways

Click-through rate is an important metric that should be monitored to understand how your campaign performs. Optimizing for CTR can lower your website’s bounce rate and increase conversions. While optimizing for CTR, don’t forget to optimize your business metrics to help lead a successful campaign.

The always-on marketing era has arrived. It is no longer enough to just post on social media sporadically or send an email blast every couple of months. Brands must be present and accounted for 24/7, 365 days a year if they want to have any hope of success in the marketplace. In this guide, you will learn all about how to execute an always-on marketing strategy that generates results for your business!

What is always on-marketing?

As the name suggests, always-on marketing, also referred to as continuous marketing, is the idea that marketing activities should continue for as long as the company exists. The idea focuses on trickling marketing campaigns continuously instead of using burst marketing practices. Always-on marketing is an evolution of the concept that it’s not enough to engage your customer just once.

How do you implement always-on marketing?

While there are many strategies, tools, and tactics available for brands who want to execute or improve their continuous marketing efforts, they all focus on three main goals:

Building relationships with existing customers:

This primarily focuses on building long-term relationships with customers, so they become repeat users. It includes:

-Develop a consistent cadence of messages tailored to the audience you are trying to reach.

-Create helpful content that your followers will want to share with their networks, which helps create brand awareness.

Creating brand awareness:

This deals with helping more people find your brand. It includes:

-Build an authoritative online presence through media relations and social media promotions.

-Increase customer engagement by providing unique experiences or incentives for users who engage with your business on various channels.

-Gather contact information from prospective customers so that you can communicate relevant messages at later dates via email marketing campaigns.

Engaging new prospects:

The idea behind always-on marketing hinges on the fact that a business dies if it does not search for new customers. 

-Identify potential leads by analyzing what topics interest them most in specific verticals.

-Monitor hashtags related to conversations around the brand and search for potential entryways into new markets.

Does this strategy work?

Yes! Companies like Amazon have been successfully using continuous marketing techniques for years now. Additionally, newer brands such as Netflix are also seeing massive profits from implementing a never-ending approach to marketing.

What do I need to get started?

While there are many tools available for marketers who wish to implement an always-on approach, here is a list of the top three that can help you get on your way:

Hootsuite: Manage social media profiles and schedule posts across various networks simultaneously. It also lets users monitor relevant hashtags in real-time, so they don’t miss any opportunities while engaging with their audience.

BufferApp: This tool works by allowing its users to manage all their content, including articles, blog posts, images, etc., which are then published automatically throughout the day at optimal times based on user data gathered through analytics.

Mailchimp: Create email campaigns and newsletters and gather contact information from prospective customers so you can continue to market your products or services to them.

Why do some brands find always-on marketing challenging?

If always-on marketing was as easy as some online tutorials make it seem, every brand would be successful by now. In an attempt to get on the hype train, many brands fail to recognize the pitfalls of always-on marketing. Here are some things that you should keep in mind before getting started with always-on marketing:

Lack of data will hurt your marketing practices:

Data is the backbone for any marketing campaign. Think about the volume of data that you require to execute a certain marketing campaign. Now, multiply the data by ten. That’s how much data you are going to need to start always-on marketing. From there on, it will be a constant process of gathering data, analyzing them to draw workable solutions, and implementing the said solutions to constantly improve your marketing practices. Companies that fail to recognize this drop out early on in the game.

Lack of content:

In the quest to create more content, many marketers forget that not all audiences are interested in every topic. This results in weak content that neither solves a problem nor adds value. While some brands have been able to get away with this by catering to niche markets, small businesses cannot deal with such a risk. And when it comes to always-on marketing, you cannot afford to slack with content. You are going to need content for as long as the business exists. So, if you don’t have content prepared, you better get those brains churning.

Lack of proper infrastructure:

As mentioned before, always-on marketing is a marathon and not a sprint. It requires adequate infrastructure to be in place since it will take some time for results to start showing up.

What can you do to be successful?

While there are early hardships in the path to always-on marketing, things will get easier down the road. Here are some tips to help you get some early success:

Start small:

Building a brand from scratch can be challenging, and that includes always-on marketing. Start small by focusing on the core market first. Once you’ve built some initial traction for your business, expand to other markets, such as secondary or tertiary demographics, with less competition but more potential customers.

Gather the data:

Always-on marketing demands a lot of information at every stage because it’s going to help refine campaigns to make them more effective over time. Other than gathering general social media statistics like the number of followers etc., think about what data would be relevant for improving specific aspects of an individual campaign. For example – if you’re selling running shoes online, then location-based analytics will be valuable for you.

Take action:

It’s easy to plan out what needs to be done, but it takes a lot of hard work and dedication to do the things laid down in the plans. The easiest way is not always the best way, so don’t shy away from stepping outside your comfort zone every once in a while because sometimes that will lead to better results than expected.

Plan for long-term success:

Always-on marketing is not something you can get right once and then sit back on your laurels. It requires constant maintenance, tweaking, and updating in accordance with the latest data for continued success.

Always-on marketing might seem like an impossible task at first glance, but execution can become much easier with proper planning. If you’re still struggling with getting started, then take some time off and come back refreshed – always-on marketing isn’t something that can be rushed into without putting serious thought into it!