Cloud Communication Success

3 Mistakes Companies Make When Marketing Unified Communications

Posted by Brandon Olson on 2017-06-29 15:00:00

There’s no denying the incredible benefits of marketing for UCaaS providers. Marketing, whether it’s content, social media or email, strengthens your brand awareness and spreads the word about your unified communications service offering.

Take these stats for example:

For every dollar spent, email marketing generates $38 in ROI. And 70 percent of consumers feel closer to a company as a result of content marketing.

shutterstock_631947908-434754-edited.jpgBut if you’re making any of these common marketing mistakes, you could be missing opportunities to generate more qualified leads and close more deals. Keep reading to see if you’re making any of these critical marketing errors and learn what to do instead.

Mistake #1: Focusing on the wrong marketing channels

There are countless marketing channels you can use to reach potential UCaaS customers, but the right or wrong ones ultimately depend on your audience and where they spend most of their time. For instance, if most of your audience is 40-60 years old, you probably don’t want to use Snapchat—a social platform with 60 percent of users under 25—to reach them.

To help you get started, here is a quick list of marketing channels you could focus on:

  • A website or blog
  • Print or direct mail
  • Email newsletters
  • Facebook
  • Twitter
  • LinkedIn

Interview your prospects and customers to find out which marketing channels they use most frequently and how they consume content. Spend your time and resources wisely by focusing on only a handful of marketing channels that make the most sense for your audience. Spreading yourself too thin will only limit your marketing effectiveness.

Mistake #2: Failing to measure results

In the past, tracking the ROI of your marketing was a challenge. For example, it’s really hard to know how many cars drove by your billboard and, for that matter, how many of those drivers then decided to contact you because they saw that billboard.

Today, marketing is increasingly digital and automated, meaning it’s easier than ever to measure your marketing performance. If you don’t measure the effectiveness of your marketing, you have no way of knowing what’s working, what’s not, and how to improve it to maximize ROI.

Track the performance of your marketing efforts by paying close attention to these key metrics:

  • Pageviews - This tells you what pages are most popular on your website or blog and what UCaaS topics, products or services your audience is most interested in.
  • Unique visitors - This shows you how much of your website traffic is repeat visitors and gives you insight into the overall size of your audience.
  • Email open rate - This lets you know the best time of day to send emails and what subject lines are most effective. At CoreDial, we track open rates to find areas to improve email engagement.
  • Email click-through rate - This tells you what links are most popular in your emails, helping you choose better links to include in the future.
  • Bounce rate - This indicates how many people leave your website without clicking on other links. If a webpage has a high bounce rate, adding links to more content your visitors will love and improving your content could convince more people to stick around longer and explore your site.
  • Social media likes, comments and shares - This tells you what types of content your visitors enjoy or share the most.

When it comes to marketing metrics, this is just the tip of the iceberg. Use these essential metrics as a starting point and prove, or disprove, the effectiveness of your UCaaS marketing efforts.

Mistake #3: Neglecting your blog (or not blogging altogether)

Blogging is one way to build trust with potential customers and attract more UCaaS business. Seventy-seven percent of internet users read blogs, and 82 percent of consumers enjoy reading relevant content from brands.

Write high-quality content on topics your readers care about. For example, you could share tips for ensuring a smooth transition to unified communications or discuss how adopting UCaaS helps your readers solve their business challenges. Make sure you write blogs that answer their questions at every stage of their purchasing process, from awareness to consideration to decision.

Follow these blogging best practices to increase blog traffic and engage more readers:

  • Create a blogging schedule and blog consistently (at least once a week).
  • Remember the rule of quality over quantity. Don’t rush to write blogs for the sake of blogging. Focus on writing the best content.
  • Promote new blogs on social media and monthly or weekly blog recap emails.
  • Advertise your top-performing blogs on the social media websites your audience uses the most.
  • Respond to every blog comment, negative or positive. This builds trust and credibility.

There is so much content (e.g., social media posts, emails and online content) competing for your audience’s attention. Make sure you cut through the noise by avoiding these mistakes and using these tips to improve your UCaaS marketing strategy.

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Tags: unified communications, UCaaS

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