The Marketer’s Guide to Collaborating with Developers

(In Part 1 of this series, we addressed the marketer’s needs vs. the designer’s needs. Part 3 will explore the marketer’s needs as compared to salespeople.)

Creating a successful sales product requires a team that’s outstanding at understanding.

Successful collaboration creates products that convert. Without that collaboration, your team members will make each other miserable while progress hobbles to a frustrating halt.

When it comes to the marketer’s needs and the developer’s needs, each teammate has a unique focus. And both of these individuals are crucial for moving your project forward.

What Marketers Need from Developers

Your marketer’s main focus is converting prospects into paying customers.

Marketers gain customers by focusing on developing successful strategies and tools. And (unfortunately for developers) they usually don’t understand the technicalities of backend coding.

Marketers want:

  • Marketing media that helps close sales faster. The marketing process can be time-consuming. It takes several approaches to convert prospects to buyers, and each one must be effective.
  • Advertising materials they can easily modify. Marketers want to make changes on their own as needs arise. And they want to do it without a hassle.
  • Visuals that keep pace with today. Marketers are often forced to work with ad media that is technically outdated or no longer matches the company’s current brand. Visuals that are current and relevant make their presentations easier and more productive.
  • Ad materials that don’t require advanced design skills. Ideally, marketers would love to use  pre-designed templates to create ad packages. They want seamless adaptation to new content. And they don’t want to have to wait to consult with a designer.
  • Materials that allow for experimentation. Marketers must gauge effectiveness using different ad formats, a/b testing metrics, and methods for reaching prospects. They need media they can modify and test in different presentation formats.

Basically, your marketers just want ad materials that work! Meanwhile, the developer is challenged with bringing the marketer’s requests into reality as a functional, responsive product.  

What Developers Need from Marketers

Developers handle the backend coding – the computer programming that makes your project work. To make sure it functions properly, developers need:

  • A clear understanding of the marketer’s vision for the final product.
  • A checklist of product features and user interface needs.
  • A visual design guide for each page layout. (The guide should include links, size, and placement specs.)
  • Content data and graphics files for each site page.
  • To implement any special functionality requested. For example: data capture forms, ecommerce and payment processing, and embedded social media.

Developers must also ensure their code is compliant and responsive. It should meet standards and display correctly in popular browsers.

Developers are not always designers, and rarely are they marketers. Their task is technical and they require specific instructions. Developers can’t write code without a clear picture of the marketer’s vision for the product.

The conflict arises for developers when marketers struggle to clarify what they want.

Bringing Marketers and Developers Together

Marketers and developers come together around the shared goal of achieving conversions. They both want prospects to buy and happily keep coming back for more.

Populr allows you to create and share one-pagers that help you convert prospects to buyers.

With Populr, your marketers can be more productive. They can rewrite content and make quick design changes to your ad media. Populr’s professional themes provide a beautiful selection of responsive layouts. It also simplifies marketing tools like a/b testing, saving additional design and developer expense.

Luckily for developers, there’s also no need for marketers to struggle to articulate what they want. Populr’s available page templates offer the most effective advertising formats, and allow marketers to easily share their vision for the final product.

Your marketers will find Populr excellent for building a branded and successful prospecting strategy. And your developers will thank you.

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The Marketer’s Guide to Collaborating With Creatives

Marketers and creatives are different.

Although they are both capable of yielding a fantastic product, the way they approach the process is extremely different.

Marketers are motivated to test and tweak a product, knowing that it often evolves into something completely different in the end.

Creatives (such as designers) begin with a specific set of instructions, and they follow them. Their final product is a direct result of their initial outline.

Both of these team members are an important part of a business’s success, but the differences in their style of work can cause friction in the workplace. Take a look at some of the common issues marketers and creatives run in to:

1.  Making Changes to the Product

Once a marketer has the “finished” web page in hand, they begin their own testing process. This includes many small changes until the content is how they want it. Because the marketer doesn’t take the web page as-is, the designer (who simply followed instructions) assumes what they made isn’t good enough.

This isn’t the case – the marketers are just following their own process. But a designer takes that response personally. And from the designer’s perspective, the marketer should’ve taken the time initially to think through what they wanted.

2. Being Unprepared

One of the biggest points of friction with designers is the content. If the content isn’t ready, the designer can’t work.

As a result, the designer must use place-holders and try to guess how much space is needed. And 9 times out of 10, when the content finally is ready and put into the design after-the-fact, it doesn’t flow well.

3. Lack of Detail

Designers prefer to use a detailed initial outline, follow it precisely, and create a great product.

One process, one time.

To do this, designers need as much detail as possible about the content upfront. But marketers don’t always know specifically what they want prior to starting a project. Their focus is on testing, analyzing feedback and potential future changes.

Populr—A Marketer’s Dream

Populr can help marketers resolve these problems, and many more.

Marketers no longer have to wait for the designer to build a page. They can start working on content right away – putting together campaigns, landing pages, or entire sections of a website. Marketers also have time to get the content together, using a tool that helps them visualize the final product.

The process is rewarding for designers, too. Populr’s customizable templates help marketers envision a final product and deliver more precise information to the designers. When the marketer creates a detailed POP, it gives the designer all the information they need to build a page – without having to make so many changes after the fact.

Using Populr’s design solutions, marketers have access to effective tools to get a project done. They don’t have to wait on other departments with the ability to easily embed functional items like forms, videos and ecommerce products. And with the ability to test and tweak in the pre-design phase—before passing them onto designers—a marketer can build a working relationship that lasts.

 

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3 Ways to Increase Your Profit With Existing Customers

To increase profits, many companies focus the majority of their marketing dollars on attracting new customers. However, there are some pretty powerful statistics to convince us to invest more time and budget on existing customers.

Studies show that it costs 5-7 times more to acquire a new customer than to retain an existing one and that small increases in customer retention pay off in much larger increases to the bottom line. So how do you grow your current customers?

The key to sales success is as simple as a series of small “yes-es.”

Take a good look at your services or products. What do your best customers need and want?  What are their pain points when it comes to purchasing? And what solutions are they buying from you?

Once you have the answers, use these three sales strategies to make it easy for a customer to say yes again and again.

1. Cross-sell

Cross-selling is offering a similar or closely related product or service to an existing customer.

The simplest example is an electronics retailer that also sells its customers the necessary batteries and accessories for the product. When you purchase the electronic, the retailer or website will suggest the related batteries as a cross-sell.

Cross-selling is a powerful tool for non-eCommerce as long as the direct sales team or inbound marketing team actually suggest the cross-sell. In eCommerce, cross-selling is often included in the platform – for everyone else, we need to plan it out.

Populr pages provide an easy way to visually make this suggestion to an existing customer. Identify which of your customers are buying product X, create a targeted page to show them product Y, and tell them why they need it. Since pages on Populr have unqiue URL’s, you can share this page with your customer through existing communication channels like email, print (QR codes) and even direct messaging from your sales team.

2. Upsell

Upselling is the process of persuading an existing customer to spend more money on an additional product or service.

An upsell strategy often bundles related products or services for an overall higher transaction value. Think of it as offering expanded solutions to your clients’ pain points. For example, if your consulting business offers social media content creation, an upsell would be to offer them an additional monitoring and measurement service.

With Populr, you can quickly create pages to market bundles of related services or products. A great example of this is our Special Promotion page.  Send the page to targeted customers, follow-up with a phone call, and land the bigger sales. The conversation is pretty simple:  “We’re excited to deliver the product/service you purchased, but also thought these other items could be interesting/valuable”

3. Ask For Referrals

Current satisfied customers are your best low-cost source of new customers. They typically have a wealth of contacts with similar pain points who could benefit from your products or services.

Loyalty reward programs are proven to work, and every company can borrow from this concept in order to gain referrals.

How To Ask For Referrals:

  1. Thank the customer, remind them of your shared satisfaction, and ask, “do you know anyone else I can help?”
  2. Send the client a page to complete, which can be added into a form using a program like Google Forms or JotForm.

How To Create The Thank-You Page:

  1. Create a thank you page as a basis in Populr.
  2. Duplicate your page in Populr, or if you’re using a team account, turn the page into a template.
  3. Create a new page and customize it for the client.
  4. Purchase a digital gift card, upload it as a PDF, and add the gift code or a link to the special URL.
  5. Send the gift card through Populr to track when they download and use it.
  6. Immediately follow up – When you see a client access the gift card, follow up with an email or a phone call asking, “Who did you come up with??

Check out this example of a thank you page that you could share with an existing customer.

There are many time and budget benefits to marketing to your existing clients, and according to Marketing Metrics, the odds of making the additional sale are in your favor – in the range of 60 – 70%.

But perhaps the biggest time and budget-saver is that you don’t have to convince them to buy from you –  because they already are.

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How Many Paying Users Do You Have?

Here’s a simple question: How many paying customers do you have? As a startup with a freemium business model, understanding this most basic of questions is vital to understanding the health of our business (or rather, since we’re a startup, the health of our business potential). But it’s a question that we struggled to answer for a long time.

It’s not that the question itself is hard. But until we joined Batch 007 of 500 Startups, defining the problem took a back seat to building the product. Does a user count as paying upon entering a credit card, or only after being charged? What about a user who signs up as part of a team account? We’re being paid for that user, but that user didn’t make the decision that Populr was worth paying for. The boss just said sign-up. Does that designate a conversion or not?

As part of 500 Startups, we started being asked growth and acquisition questions much more frequently. We were asked by our advisors, mentors, and potential investors. We needed to chart growth, a task requiring measurable data week over week. But we were simultaneously wrestling with existential questions of identity and building out the product (it wasn’t until late-December that we finally supported IE & Firefox in the editor). And every time we needed to provide an answer, we were daunted by the same questions.

After far too much time attempting to extract answers from our disparate sources of data, we bit the bullet and made a decision. Here it is:

  • A user is converted when we first receive payment from that user.
  • A user churns when a converted user chooses to downgrade, deletes his account, or has a repeated card failure that causes an automatic account downgrade.

Now that we’ve made the decision, it seems obvious. It completely sidesteps all the concerns about free trials and coupons and team users that muddied the water before. And most importantly, it ties directly back to the number that most closely represents our prospects as a company: revenue.

On a related note, if you are struggling with answering questions about churn, LTV, and ARPU, and you use Stripe, then check out Baremetrics. They provide a fantastic dashboard with insight into all manner of financial related questions. If you use Mixpanel, check out our page on Tips for a Successful Mixpanel Integration.

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Showcase: 7 Inspiring Populr Marketing Pages

When it comes down to it, we can spend all day telling you how Populr is a good solution to your marketing needs. But, we would rather show you.

Here are 7 of our favorite POPs created for marketing purposes.

1. Clio, the invisible speaker, creates a comprehensive marketing page.

image

“Enjoy room-filling panoramic sound and the freedom of wireless connectivity with the first décor-friendly speaker that uses Edge Motion® technology to disappear into the aesthetic of any room or style.”

Why we like it: This POP has great call to action buttons and excellent visuals throughout the page. (more…)

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Sell Your Stuff in an Easy to Setup Online Store

Do you have stuff you’d like to sell or market?  Maybe you’re in a band and you want to promote or sell your music downloads, or your self-screened t-shirts?  Maybe you’re crafting and you want to sell your knitted cosplay-inspired winter cap?  Maybe you’re marketing a new service and you want to give away a PDF-information sheet in exchange for a potential customer’s email address.

Making your stuff available online can be easier-said-than-done.  Let’s change that right now. 

Quick Setup:

If you’re already signed up with Populr.me, follow these quick steps:

Step 1: Watch this video:

(more…)

Incoming search terms:

  • online store setup
  • square marketplace item how to
  • www saveand suqre online marketin

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