Automated Marketing. & Communication Soft ware that Delivers Results

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2 What is BriefYourMarket.com? BriefYourMarket.com is an all-in-one marketing and communications solution, offering newsletters, s, surveys, SMS, direct mail, letter-sending capabilities and access to data all on one platform. We work with businesses of all sizes and across all industries, helping them increase their return on investment and enhance their marketing strategy, whilst saving them time and money. We integrate with a number of well-known software providers and work with your existing database in order to effortlessly help you engage with your customers and prospects on an individual basis.

3 How can we help your business? At BriefYourMarket.com, we know that marketing has changed significantly over the past 10 years. Is no longer enough to communicate with your database once a month and hope to push them through the sales funnel. The emergence of the digital age customers have increased their expectations of the brands they interact with; they want to be engaged with on a personal level and it is crucial that they feel they matter to a company, as an individual. As well as helping you save time and money, our solution can also help with the following areas of marketing: 9Retention 9 9Engagement 9 99 New business development 9Content 9 curation

4 Here s what some of our customers have to say about us Simple, straightforward and effective. BriefYourMarket has revolutionised the way we communicate with our clients. - Visit Scotland Reduces customer churn by 4%, and increases profits by up to 20%. BriefYourMarket.com is a game changer, it helps us talk to the right person at the right time, using the right channel. - Gladstone Health and Leisure. We ve seen a 25% response rate on newsletters; 60% open rate on Hot Property s and we get an average of 3 enquiries per week by telephone and 3 via the attached invitations we use. Mayhews We have seen an increase in memberships of 22%. London Borough of Richmond We ve exceeded last year s sales figures whilst saving over half on our expenditure compared to last year s marketing spend for the same campaign. Live Active

5 Your Issue: Retention Research conducted by Bain & Company has shown that it can cost up to 7 times more to acquire a new customer than to retain an existing one. Customer churn is a prominent issue in most businesses, but currently only 39% of marketers are regularly using referral marketing. The below statistics demonstrate the value of customer retention: Reducing customer churn by 5% can increase profits by up to 125% 80% of your company s future revenue will come from just 20% of your existing customers People are 4 times more likely to buy when referred by a friend 85% of a business Facebook fans are likely to recommend the business Customers trust recommendations from friends and family more than any other form of advertising (Sources: Leading on the Edge of Chaos, Gartner Group, Nielsen, Syncapse) It is, therefore, vital that your marketing strategy has a specific focus on promoting customer retention with a view to creating advocates of your brand.

6 The Solution: Automating Touchpoints BriefYourMarket.com helps your company retain your customers and reduce customer churn by providing a platform that enables you to stay in touch with your database at regular intervals and provide a personalised service to each recipient. With statistics showing that marketing that spans 2-3 channels has an average of 24% more engagement, here is an example of how you could use the BriefYourMarket.com software to automate your messages to send at different stages of the customer journey: Customer action Automated Message Registers Welcome Reads an article on your newsletter SMS containing similar content Purchases confirmation Satisfaction survey Less engaged Direct mail peice with promotion/ referral code Automated messages allow you to stay top of mind throughout your customer s journey with you, all the way from the welcome to a renewal reminder or re-engagement campaign. Our newsletter and features contain built-in forward to friends links, allowing your customers to easily share interesting articles with their network thus expanding your reach. Detailed reports can show you who is engaging with your brand and who is becoming disengaged, allowing you to create highly targeted reengagement campaigns as necessary.

7 The Issue: Knowing who to contact Statistics show that 73% of customers get frustrated when content has nothing to do with their interests. Many bulk mailers operate on a one-size-fits-all basis that doesn t accommodate personal preferences when communicating with your database. This approach can have negative effects on your open rates; Vinteractive reports that bulk sends typically yield response rates of 2 3%, whereas personalised campaigns have been known to boost response rates to over 500%. Furthermore, a study by BlueHornet showed that the second biggest reason customers unsubscribe from a brand because they feel the s they are receiving are not relevant to them. This can cause your sales funnel to shrink, preventing you from capitalising on your database.

8 The Solution: Smart Filters and Preferencing At BriefYourMarket.com, we know that you need to individually tailor your messages to different customer segments in order to increase their propensity to spend with you. Our preferencing tool allows each contact within your database to subscribe to the topics they want to hear about depending on the products and services you offer. Send 1 newsletter to your entire database and each recipient will only see content that they ve opted to receive. Easily create lists based on who has opened an message helping you effortlessly target the same people with a follow-up campaign.

9 The Issue: Generating New Business Lead development, taking a lead to a prospect and finally to a customer is the ultimate goal of multi-channel marketing. However, the process of acquiring new customers can be expensive the costs of research, data acquisition campaigns and lead development can soon mount up. With Enterprise Innovation estimating that digital marketers spend over half of their marketing budget on generating new business, this critical activity can leave little room for fulfilling other marketing goals such as customer retention and advocacy.

10 The Solution: Direct Mail Although direct mail is one of the more traditional forms of marketing, it is still widely suggested to be highly effective when it comes to new business development and increasing your ROI. The below graph taken from CentralMailing.co.uk shows direct mail s effectiveness on ROI compared with other more expensive - channels. 44% of people who receive direct mail then go on to visit the brand s website Highly targeted direct mail has as a 5 times greater response rate than traditional direct mail. 79% of customers will act on direct mail immediately 66% of customers tend to hold on to their mail 56% of customers feel printed marketing is the most trustworthy of all communication channels

11 The Solution: Direct Mail The BriefYourMarket.com direct mail feature allows you to send targeted print campaigns to your customer and prospects by utilising our database of over 36 million households. Filter the data by criteria such as gender, age, council tax brand, household income and length of residency, ensuring that all of your campaigns are highly targeted increasing your ROI. Save money on small campaigns with a minimum print run of 25 canvassing cards Save time by having your direct mail cards delivered directly to your customer s doors Showcase your products or services all in one place with attractive and easy-to-distribute brochures Each direct mail template will be automatically loaded with your own branding, meaning they ll be instantly recognisable as communication from your brand.

12 The Issue: Time A good marketing strategy must established with a key focus on encouraging engagement, whilst remaining consistent across all channels. It must be more than just selling; you need to create a narrative for your brand, whether your message is helpful to your audience, makes them laugh or is thoughtprovoking However, research conducted by the Content Marketing Institute shows that only 27% of B2C marketers have taken the time to put their strategy in writing and taking part in engagement driving activities. The challenge for time-poor marketers who still want to work with content marketing is often not the ideas or the creativity, but the time it takes to produce the content. Research conducted by the Content Marketing Institute also found that the greatest challenge for B2B and B2C marketers is time. If you are not engaging with your customers enough and nurturing leads into sales, you could be severely losing out to your competitors.

13 The Solution: Marketing Automation + Marketing Managed As well as saving time, statistics show that automation plays a major role in saving money and increasing ROI. Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research) 63% of companies that are outgrowing their competitors use marketing automation software. (Source: Position2) Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (Nucleus Research) Companies using marketing automation see 53% higher conversion rates than non-users, and an annualized revenue growth rate 3.1% higher than non-users.(aberdeen Group) 78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution. (The Lenskold and Pedowitz Groups) BriefYourMarket.com is dynamic, so if a new prospect registers on your website, or you add in their address in the evening, by the next morning they will automatically receive your marketing messages meaning you don t have to spend valuable time on small tasks. Each message, be it an automated , an automated piece of print or an SMS can all be personalised with key details, such as your customer s order number, an important date or time, or even their city name. The BriefYourMarket.com automation tool offers the following benefits to your business: We work with any existing software you have and integrate with a number of customer relationship management databases, and all messages are sent using your existing data. Set up a trigger and it will continue until you stop it.

14 The Solution: Marketing Automation + Marketing Managed Freelance, agency and direct hires can be highly effective, but they all come with a substantial cost, as demonstrated by the table below. Content Writer Designer Social Media Management Freelancer per month per hour per hour Agency 2000 per month p/campaign per month Hiring 20,000-20,000 p/a 19,000-27,000 p/a 22K - 25K p/a (Sources: Dreamcatcheragency,freelancewrite.about.com,prospects.ac.uk,cannycreative.com) Marketing Managed At BriefYourMarket.com, we know that content marketing can be a challenge, and we offer an affordable solution that can help you implement a content marketing strategy without draining your budget. For a monthly fee, our Marketing Managed Team can take care of all of your marketing as a BriefYourMarket.com customer. Whatever you re looking for whether it s a monthly newsletter, social media management, blog posting and management or design services, we ll manage the creation, sending and analytics, freeing you up to focus on in-house and customer-facing tasks. We offer the following services that you can select from or combine: 99Social Media management 99Direct Mail designs 99Newsletters (4 x bespoke articles) 99Multi-channel campaigns 99Blogging 99Design help 99Promotional s 99Bespoke reporting 99 Sending 99Analytics and SEO

15 Your issue: Understanding your customer Customer feedback is vital for all businesses that want to increase their retention rates and understand what s going well as well as what could be improved upon. According to Lee Resource, for every customer who bothers to complain, 26 other customers remain silent. Therefore, companies who don t actively encourage and collect feedback from their customer base can lose thousands of potential ROI each year without knowing why, or having the opportunity to mend relationships. This can be detrimental to any business.

16 The Solution: Surveys Surveys are a great way of managing your customers expectation against their experience with your brand, and getting a broad insight into what makes them tick, helping you to identify potential prospects, sales opportunities as well as those who are in danger of withdrawing. Unlike many survey providers, BriefYourMarket.com offer unlimited surveys that can be automated to arrive with your customer at different key milestones of the customer journey such as 6 weeks after registration or the day after a sale when the experience is still fresh in their mind. Once you ve sent out a survey you can track your responses live. The BriefYourMarket.com summary report tool can show you exactly who clicked on what and how they answered your questions, helping you to gauge an idea of their satisfaction levels. This is also a highly effective way of identifying clients who are interested in additional products and services. Use your reports to follow-up specific responses with a targeted message or offer, or export lists of likely prospects for your sales team to contact helping you to generate valuable leads from your existing database. Furthermore, in today s day and age, customers are quick to take to social media and review websites when they feel strongly about the service they ve received from a business. You can easily mitigate a negative review by taking steps to find out how you re doing, and addressing those lessthan-fantastic experiences head on, and rewarding positive feedback in order to increase your retention rates.

17 Your issue: Brand awareness A relationship is based on interaction, and if you re not encouraging your customers to engage with your brand or provoking a response to your messages, you may struggle to develop your business and generate new leads by establishing your competitive advantage. The Solution: Multi-channel marketing Research has shown that marketing that spans 2-3 channels yields an average of 24% more engagement. There are several possible reasons for this. The first is that your customers are all different people with different preferences - and this includes what communication channels best work for them. For example, those who work 9-5 may prefer communication as they aren t usually home when the post arrives, and your younger audience may tend to prefer receiving SMS. The only way to find out is to try each method and measure your results. Another reason is that using a multi-channel approach helps to establish your brand in the minds of your customers, and become a familiar name that they associate with credibility and trust. With BriefYourMarket.com, s, newsletters, surveys, SMS, direct mail and letters are all on one easy-to- use platform - so you can have it all in one place without needing to go to multiple providers. This can provide you with so many more communication opportunities, such as sending a follow-up direct mail promotion to people who opened a particular . (Source: Cobalt)

18 Your Issue: Success Have you ever tried to send a GIF file through a service like outlook or your software provider? What about Flash images? If you aren t using a specific ESP, your bandwidth is what you pay for e.g. Free. That means you do not have the capacity to embed video, use multiple campaigns, code in nice boxes for content to sit in, or use dynamic content.

19 The Solution: A Professional Service An Service Provider has a whole team of developers, in house support and the technology they have paid thousands for allowing you to send any you please. If you want to send to a large database of a million contacts this is also possible. With a system not designed for marketing, it s likely this will take you a few days! With BriefYourMarket.com s strong infrastructure, this can take just seconds. ISPs (Internet Service Providers) work in conjunction with ESPs. ISPs want to reduce SPAM s, and ESPs want you to continue to use them. It also means when you send an from a professional marketing service such as BriefYourMarket.com you are using the reputation for great quality that we ve been working on. BriefYourMarket.com has a vested interest in giving you great advice so your s aren t seen as SPAM, are following protocols and laws and are successful. If you send out a great marketing campaign, we win. This means that we will be working to pass on knowledge to you something you don t get by going alone New technologies like authentication (e.g. Sender ID, SPF and Domain Keys) are all considerations made by BriefYourMarket on your behalf. You may have heard of the CAN-SPAM law which specifies that every campaign sent needs to include a physical address of the sender, and that unsubscribes, when requested are honoured. BriefYourMarket.com makes this process automatic. During set-up you will have a unsubscribe link automatically inserted and locked in to your backend system, so unsubscribes are honoured without manual work. You will also be set up with a template that is compliant with marketing law The benefit of using BriefYourMarket.com is that you can see how your will look on different devices. Mobile is so important now, so if you send a huge to a mobile device and it doesn t render correctly, your audience will be disappointed. The very best businesses invest in their marketing, so if your efforts look subpar, it leaves a long lasting negative impression. BriefYourMarket.com allows you to send HTML and text s from the same account, meaning that each reached its destination, avoiding blocks and filters. marketing is an ever changing marketplace and new rules, new devices and new laws are always in force. With us, you have the protection that you need from this changing landscape, so legally, you have full peace of mind. By using BriefYourMarket.com, you are protected with our Official Compliance Process that deals with all forms of deliverability issues. If there is ever a complaint which blocks an IP address then a complaint is sent to a deliverability team. You will be notified of this change and you can remedy the situation (which we can guide you through.) A free er provider cannot give this level of service.

20 One Software Solution BriefYourMarket.com integrates with your data provider and gives you access to all the tools needed for a successful multi-channel campaign across the lifetime of a customer s journey with you. We hope this guide has explained precisely how we can help you over some of the major hurdles you face in your marketing. To discover more visit www. BriefYourMarket.com. Contact Details @briefyourmarket.co.uk Url: