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We have developed our own system for collecting and storing analytics. It quickly processes large amounts of data, immediately calculates and displays analytical reports. You will receive the necessary information for any time period without delay. 14 summary reports and 13 data sets are available for you.

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Interesting and useful articles about marketing, our product and online communications

Import all customer personal data in CDP Altcraft Platform. This way you will have an undeniable advantage, because there are no limits on the amount of data stored in our marketing platform. The more information you have about your customers, the more targeted your email, SMS and push notifications will be.

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When the software is customized for your individual needs, the job becomes easier. All the functionality your business needs will always be at your fingertips. We offer:

Personalize your content across all channels

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Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

What data can be collected:

Segment audiences according to accumulated and combined data in the platform and synchronize them with external information sources. Personalize your mailings in different channels using accumulated data and data from external sources.

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Your customers will be able to grow faster and earn more using the new features of Altcraft Marketing. We have prepared for you favorable terms of cooperation on the Revenue Share model. Contact us and find out more.

Advanced and functional HTTP API in Altcraft Marketing will satisfy the needs of developers. API supports JSON and XML formats. It is possible to use queue servers (such as RabbitMQ) to import large numbers of client profiles in real time.

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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

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Find out what your customers want through questionnaires and surveys. Getting feedback on time will work in favor of your business. If you respond quickly to customer feedback, you will increase their trust and brand loyalty.

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In Altcraft Platform, you can set up any scenarios for sending messages through various delivery channels. By analyzing the actions of customers, you can anticipate events many steps ahead. Here are examples of scenarios that can be implemented in our marketing automation service:


Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


Build messages dynamically based on customer data and specified conditions in the template. This data can be obtained from an external SQL database. Substitute data from an external HTTP service via API or based on data from any web page.

<Img
img="/uploads/types_of_marketing_efad892e65.png"
alt="The Complete List of Types of Marketing"
/>

Marketing is a broad field that includes a variety of directions, each of which has advantages and disadvantages. Due to the active development of the field, there is always something to add to the list that already includes dozens of types of marketing.

## Types of Marketing

Types of marketing that have proven effective in different fields are the most popular ones. They are usually combined to achieve the best results.

### Traditional Marketing

Traditional marketing is the basis for the other types. Traditional marketing analyzes the audience, identifies its needs and interests, searches for its sore points and forms a unified concept for promoting products, services or an entire company.

The main concepts here are «segmentation», «positioning», «competitive advantages».

Traditional marketing is effective when it comes to promoting products familiar to the buyer, but it almost doesn't work on new ones. It helps to increase sales and profits, but has little or no effect on a company's image.

### Inbound Marketing

[**Inbound marketing**](inbound-marketing) is based on the creation of interesting and useful content to build a loyal audience. It can be a thematic blog, a newsletter, a set of guides, checklists and templates, presentations. It works in the following way: people search for the necessary information on the Internet, see your content and thus find out about your company.

If the person finds your material useful, they will be grateful for it and will remember the author. Next time they need some product or service, they are more likely to turn to a familiar company rather than to a new one. That's why this type of marketing is called «inbound» — customers turn to the company not because of your offer but because they need your help.
This approach won't bear fruit immediately, but it's an excellent way to improve the company's image.

### Outbound Marketing

Outbound marketing is the opposite of incoming: it is intended to resonate with the audience immediately. Talk with the audience about issues that bother them and offer a solution right away.

Here, marketers themselves implement a strategy, search for a target audience and come up with ways to influence it. For example, they set up targeted advertising, create email newsletters and even make calls. The main thing is to identify a potential customer and offer them your service directly. There are two scenarios: a person either ignores the offer and even blocks the brand's number, social media page or email address, or places an order. Statistically, people tend to ignore the brand's offers. That's why this type of marketing is rarely used independently. However, its effectiveness increases when the audience has already been warmed up in another way. Marketers often include elements of outbound marketing in hybrid strategies.

### Digital Marketing

Digital marketing is a set of marketing channels and tools in the digital environment. This includes search engine and email marketing, SEO optimization, any type of advertising on the Internet, infographics and so on.

One comes across digital marketing when they read [**push notifications**](in-depth-guide-on-web-push-notifications), watch a commercial in a mobile game, see an advertising post on a social network or a native advertising in an influencer's blog.

### Search Engine Marketing

Search engine marketing is a promotion strategy based on the consideration of search engine algorithms. The task of a marketer is to ensure that a company's or brand's website is brought to the top of search results.

The main tools of this type of marketing are SEO and contextual advertising.

### Video Marketing

Video marketing involves the use of video materials of any type: lectures, educational and informational videos, blogs, lifestyle videos.

The main difference from other types of promotion is the use of video content to solve marketing tasks.

**According to MarketingCharts, watch time of business-related videos increased in 2020. In 2019, people had watched such videos for about 4 minutes and in 2020 it started to take a little more than 6 minutes to watch videos about business.**

<Img
img="/uploads/Business_video_completion_rate_d65a10f5ef.png"
alt="Business videos completion rate in 2020"
/>

### Content Marketing

Content marketing is similar to inbound marketing. The main difference is that the content marketing materials tend to persuade people to purchase a product or service, while inbound marketing provides «pure» information.

Another difference is that there are more ways of spreading information in content marketing. In addition to blogs, newsletters and useful materials of different formats, information can be spread through educational events, the media, news sources, etc.

### Social Media Marketing (SMM)

Social media marketers [**use social networks to promote**](self-marketing-how-to-promote-yourself-on-social-media) products and services. They manage brands' pages on different social networks, interact with the audience, answer questions in the comment section or personal messages, post useful and entertaining content to get more followers. Their main tasks:

- attracting the audience and increasing audience reach;
- increasing brand awareness and improving its reputation;
- warming up the audience and converting subscribers into hot leads.

### Voice Marketing

A company representative calls a potential customer to

- conduct a survey;
- get feedback about the product;
- tell about product benefits or offer to purchase it;
- inform about promotions and special offers.

### Conversational Marketing

Conversational marketing is akin to voice marketing, but it involves a more personalized approach to customers. A company representative not only calls potential customers but also communicates with them in messaging apps, chats on the website and other channels. During the conversation, both sides benefit:

- the company gets an accurate idea about its audience and understands how to interact with it, collects a database of hot leads;
- the customer has an opportunity to get answers to their questions and feel important.

### Email Marketing

Email marketing specialists use email to interact with the audience. Marketers [**collect a database of email addresses**](how-to-build-an-email-database) of potential customers and make a content plan that includes interesting information, surveys and offers.

The main task is to consider both recipients' comfort and the brand's benefit.

**According to Statista, by 2025, the number of emails per day will reach 376 billion.**

<Img
img="/uploads/Number_of_sent_and_received_emails_per_day_ce52895c8c.png"
alt="The number of sent and received emails per day globally from 2017 to 2025"
/>

### Buzz Marketing

Buzz marketing is based on creating rumors about brands and their products. They are usually presented as information leakage or scandalous theories.

The point is to spur conversations, to get people to argue with each other and build theories to increase brand awareness.

### Influencer Marketing

[**Influencer marketing**](what-is-influencer-marketing-how-to-build-strategy) is a type of marketing that uses product and brand mentions from influencers: bloggers, actors, singers and other celebrities. People tend to trust advertisements if they involve someone they know. For example, a person is more likely to purchase a product if it is advertised by a beauty blogger they subscribed to rather than after watching a TV commercial.

### Personalized Marketing

Personalized marketing is the same as targeted advertising but in a broader sense. Marketers work with available information about users that can be collected on the Internet. After that, they create a database of potential customers, segment them and send each of them a «personalized offer». It can be a personal discount, a special gift, a promo code and so on.
Marketers often use a person's first name in their emails and other tricks to create the effect of communicating with a friend.

### Brand Marketing

Brand marketing is a set of actions aimed at making people purchase products of a particular brand. This type of marketing involves not only the creation of a logo and slogan. It also involves:

- social media style (friendly, serious, on behalf of the character);
- recognizable employee uniform;
- increasing opportunities (e.g. not just a coffee shop chain, but a cozy workspace for freelancers and students);
- ideology (careful attitude to nature, donating part of the profit to charity).

### Guerilla Marketing

Guerilla marketing requires the fewest resources. It involves distribution of leaflets and booklets, leaving comments on forums and social networks, publications in the media with the right caption.

This method is suitable for small companies (it slightly increases their awareness and doesn't require a lot of money on advertising). However, it's absolutely ineffective for medium and large businesses.

### Affiliate Marketing

[**Affiliate marketing**](affiliate-marketing-for-beginners) is a way of promotion in which a company concludes a contract on special terms with a third-party. For example:

- a blogger receives a personalized promo code and shares it with the audience. The more customers came from the blogger the more benefit this blogger gets. For example, they will receive a higher award or discount.
- the partner website contains a link to the website of the company. Benefits can be different: partners place links to each other on their websites, one partner gets a reward for promotion or service in return.
- referral links.

<Img
img="/uploads/Referal_link_of_Jarrod_Tech_fc9101cddc.png"
alt="referral links"
/>

### Account-Based Marketing and Customer Marketing

Account-based marketing involves identifying a separate target group from the whole audience and working with it. For example, VIP customers are the most promising and valuable buyers who deserve a special approach and personalization.

In this case, marketers don't waste time on a large number of potential customers, but concentrate on those who are more likely to provide benefits on an ongoing basis.
Customer marketing works in a similar way, but the key difference is that it is aimed at increasing the loyalty of existing customers rather than at attracting new ones.

### Word of Mouth Marketing

Word of mouth marketing is a type of marketing in which people mention a product in a dialogue with others (e.g. with family and friends). For example, they share interesting facts about this product or life hacks involving it, explain how to use it and so on. In this way, the product becomes recognizable among buyers.

### Relationship Marketing and Interactive Marketing

Relationship marketing and interactive marketing are almost the same because both types involve constant contact with the audience (surveys, events, interactive games, giveaways). As a result, people have a friendly attitude towards the brand and are most likely to choose it over competitors.

Customer reviews play a great role in these two types of marketing.

### Event Marketing

Event marketing involves the use of events (concerts, festivals, conferences and so on) to promote brands, their products and services. A company can be a sponsor of an event and thus become likable, or organize it itself. If people have a positive experience and receive useful information at this event, they will remember the brand.

### Global Marketing

Brands with a worldwide reputation use global marketing. Here, marketers need to take into consideration a lot of things: interests and needs of residents of different countries, their solvency, local peculiarities, laws and other factors.

A marketer's task is to come up with a strategy and implement it for different countries, taking into account their peculiarities and differences.

### Neuromarketing

[**Neuromarketing**](neuroscience-in-marketing) is based on the study of the reaction of neurotransmitters to certain advertising objects: banners, native advertising, special offers, friendly recommendations and so on. A further strategy is based on the data received during studies. It includes methods that have received the most positive unconscious responses, methods that cause irritation are rejected. This allows marketers to make advertising campaigns enjoyable and unobtrusive.

## Conclusion

There are lots of marketing types. However, it's impossible to achieve the desired result if you don't know the characteristics of your audience. A competent marketer can make a psychological portrait of the customer, choose the best way to work with them based on it and effectively put into practice marketing tools.

Types of marketing that have proven effective in different fields are the most popular ones. They are usually combined to achieve the best results.

medium_types of marketing.png

small_types of marketing.png

thumbnail_types of marketing.png

types of marketing.png

23 Main Types of Marketing: Complete List for 2022

The Complete List of Types of Marketing

<Img
img="/uploads/Micro_Influencer_d02b5ff65b.jpg"
alt="FMCG Micro-Influencer Marketing Strategies"
/>

In the fast-moving consumer goods (FMCG) sector, digital media is revolutionizing the landscape for marketers everywhere. Since most consumers use the internet to find and purchase products, FMCG products need to adapt. 

This article focuses on how sellers of FMCGs can leverage micro-influencers to gain more customers. 

## What is FMCG?

Fast-moving consumer goods (FMCG) are also known as consumer packaged goods (CPG). These are products that are in demand, quickly sold, and affordable. FMCGs include packed food, toiletries, beverages, and personal care products. Some highly perishable goods such as meat, dairy products, and fruits are also considered FMCGs. 

## What is a micro-influencer?

Micro-influencers are often identified based on the number of followers, which can range from 1000 to 100,00 depending on whom you ask. They also differ from macro-influencers because of their high engagement with their followers. But according to author Sam Fiorella, micro-influencers are better identified as people whose relationship with potential customers has considerable influence over their decision to purchase.

## Benefits of Micro-Influencers to FMCG Marketing

### 1. Affordability

Collaborating with a celebrity endorser will cost you hundreds of thousands just for one post. Unless you're a huge company, this may not be feasible or desirable. Micro-influencers offer more affordable rates. Their pay may depend on the number of followers and engagement, but on average, the rates are around $100 to $500 per post. 

Hiring micro-influencers will allow you to do more with your retail marketing budget and work with more than one influencer. This will also help you increase your reach to different customers.

### 2. Niche markets

Often, the only way for your investment in influencer FMCG marketing to work is by finding one or more people who appeal to your target audience. Micro-influencers come in all shapes and forms. Each of them has a distinct area of specialization, style, brand, and audience. If, for example, you wish to market vegan products, it is only logical to find health-conscious influencers to represent your brand.  Beyond Meat, known for plant-based food, partnered with celebrities and athletes and frequently use user-generated posts to advertise their products.

<Img
img="/uploads/FMCG_Micro_Influencer_Marketing_Tactics_1_edc280dc30.png"
alt="FMCG Micro-Influencer Marketing Tactics"
/>

### 3. Higher engagement and conversion

Micro-influencers communicate with their audience more often via regular posts, and they answer queries and comments more quickly. Research has shown that [**leveraging micro-influencers**](https://www.galacticfed.com/blog/the-rise-of-micro-influencers-should-your-brand-be-influenced) helps boost engagement rates by up to 8.8 percent. Because micro-influencers provide a more personalized customer experience, their efforts translate to a higher conversion rate.

Celsius, an energy drink company, has been doing well with micro-influencers. [**Cynthia Sassi**](https://www.instagram.com/celsiusofficial/) is one of their ambassadors with over 15,000 followers. Her post illustrated below garnered lots of likes and comments. Plus, each response was personalized to the client's experience which studies show results of higher conversion. 

<Img
img="/uploads/FMCG_Micro_Influencer_Marketing_Tactics_2_a3ca2815bf.jpg"
alt="FMCG Micro-Influencer Marketing Tactics"
/>

If you’re not sure where to start, here is a guide to integrating influencers into your FMCG marketing strategy. 

## How to integrate influencer marketing into your FMCG strategy

### 1. Identify brand goals

A good [**influencer marketing strategy**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy) begins with clear goals. Increased brand recognition and sales are the two most popular goals of implementing influencer marketing. But it is advisable to focus on the areas where your brand needs to grow instead of setting generic objectives. To establish relevant goals, study your existing FMCG marketing strategy and identify strengths and weaknesses.

### 2. Establish KPIs

Once you have identified goals, move on to determining key performance indicators (KPIs) that match your goals. KPIs include the number of unique users, sales per influencer, click-through rate, or leads generated. These will be the metrics you’ll track and analyze throughout your campaign. Continuously tweaking your strategy based on key performance metrics will result in [**gaining more loyal customers**](https://altcraft.com/blog/customer-loyalty). 

### 3. Understand the influencer landscape

You'll want to spend some time learning about the influencer landscape before you start working with influencers. Take some time to observe influencers and see how they promote brands before you look to pitch your brand to anyone. Another tactic is to create a shortlist of influencers and do background checks. You wouldn’t want your company to be associated with a person whose values are inconsistent with yours.

### 4. Connect with influencers

There are many different ways to find the influencer you need. You can begin by researching your competitors' FMCG marketing strategy and the [**market type**](https://www.moneyvisual.com/types-of-markets/) you are operating in. This will give you an idea about who your competitors are working with and whom their influencers are targeting. Then, you can make a more strategic decision based on this. 

Furthermore, you can search through hashtags to find people making sponsored posts. From there, you can look through their audience and see if that resonates with you. You can also start with your followers. Take a look at the people who are already following your brand on social media. Review the accounts they're following to see if any influencers stand out.

### 5. Highlight your values

According to a study by Unilever, firms that use their consumer goods marketing strategy to achieve positive social impact enjoy twice as much growth as those that don't. FMCG brands need to consider this when promoting their products. Since influencers are the face of your brand, choosing people who espouse your values is necessary. Brands that only focus on their products often have difficulty getting enough [**digital engagement**](https://xperiencify.com/digital-engagement/).

## Wrapping up

With the help of micro-influencers, FMCG brands can maximize their budget, reach the right audiences, and connect more deeply with their clients and prospects. Finding the right influencers starts with setting goals and KPIs, contacting the right influencers, and showcasing values through influencers.


Micro-influencers allow FMCG firms to connect with clients on a personal level. Find out how to tap micro-influencers to gain more customers.

large_Micro-Influencer.jpg

medium_Micro-Influencer.jpg

small_Micro-Influencer.jpg

thumbnail_Micro-Influencer.jpg

Micro-Influencer.jpg

This article focuses on how sellers of FMCGs can leverage micro-influencers to gain more customers. 

FMCG Micro-Influencer Marketing Strategies

FMCG Micro-Influencer Marketing Tactics To Acquire And Retain Consumers

<Img
img="/uploads/What_is_a_Lead_Magnet_15_Ideas_for_Your_Business_e3dba24db8.jpg"
alt="Lead Magnet"
/>

[**50% of marketers**](https://wpforms.com/online-form-statistics-facts/) who use lead magnets note improved conversion rates. A lead magnet is a hook that fishes leads out of the general audience. There is hardly a person who has never downloaded a free checklist, guide, or webinar recording. People find free material appealing. Product samples have existed since the emergence of marketing, now they are also available in digital format. 

In this article, you will learn more about lead magnets: what they can contribute to your business, how to create effective free materials, and what formats to use.

## What is a Lead Magnet

A lead magnet is a bonus that the user gets in exchange for their data: email address or phone number. This can be a piece of content such as a discount, guide, checklist, ebook, and so on.

<Note>
Note: the user gets your material for free.
</Note>

<Img
img="/uploads/lid_magnit_88cf5873de.png"
alt="Lead magnet"
/>

What happens next with the data? Managers call a prospective customer or use targeted advertising. It depends on the type of lead magnet and its role in the sales funnel.

*For example, the user has downloaded a checklist on the best countries for vacation. In this case, we email them all favourable options. In the situation when the user shows interest in some particular presentation and tourist route, we call them and give details about this package tour.*

Adding a lead magnet to your business is a win-win game: a prospective customer is provided with new information free of charge, and the company gets a lead. Commonly, lead magnets are employed to sell complex products that cannot be purchased with just one click.

There are several types of lead magnets:

- **Seasonal**. For example, this can be a checklist on choosing a gift for the Year of the Tiger.
- **Time-sensitive**. Any studies and trends lose relevance after some time.
- **«Evergreen»**. This type is always relevant. Guide: Top 15 At-Home Exercises.

<Img
img="/uploads/ogranichennyj_lid_magnit_8b365b4fa1.png"
alt="Lead magnet"
src="Time-sensitive lead magnet"
/>

## What tasks does a lead magnet help to solve?

1. **Lead generation.** The primary goal of a lead magnet is to get a lead (a prospective customer who fits the target audience of the company and shows interest in its product). [**Lead generation**](https://ignitevisibility.com/b2b-lead-generation-campaign/?utm_source=altcraft&utm_medium=link&utm_campaign=lead-magnet) is the process of attracting prospective customers to your business for sales managers and marketers to work with them, and a lead magnet is a strategy stage.

2. **Identifying your audience.** In most cases, interested people download lead magnets. If there are random people, [**lead scoring**](what-is-lead-scoring) will come in handy. Once you find your target audience, you can work with it: send emails, set up ads for specific people on social media, or call them and sell your product directly.

3. **Introduction to your brand.** Lead magnets help to start unobtrusive communication with the user. A prospective customer will get to know you through your free product sample.

4. **Building trust.** Few people like point-blank offers to purchase something. Especially if the product is complex. Free material from the company will dispel doubts and prove your expertise. If it solves the user's problem, you will be [**more trusted**](customer-trust).

## How to create a lead magnet

A solid lead magnet:

- **Promotes your business. It is related to your product.**

It is better not to create a lead magnet that is vaguely related to your business. Such material might solve users' problems, but your company will not benefit from it. Use lead magnets to show what problem your product solves.

*For example, you can give users a free presentation template and mention that there is your service that will make a bespoke presentation for their business.*

- **Free of charge**

You can five a free trial as a gift, or set an insignificant price.

*For example, such services as Amazon Prime Video or Netflix often offer users a free one-month trial period.*

<Img
img="/uploads/amazon_prime_video_free_trial_72391dae41.png"
alt="Lead magnet"
/>

- **Promptly solves the user's problem**

A solid lead magnet offers your prospective customers a shortcut to solving their problems.

*The «How to Increase Sales in a Crisis in a Week» guide is a good lead magnet. The «Anti-crisis Marketing Theory» e-brochure does not solve a specific problem, so it is a poor example of a lead magnet.*

- **Easy to use**

The user does not need to install special software or perform some other actions to use a lead magnet. Choose formats that are available to everyone.

- **Easy to get**

There should be no long opt-in forms and dozens of «Enter the code» boxes. The easier it is to get your lead magnet, the higher the probability that the user will not leave halfway through.

## Creating a lead magnet

**1. Identify the audience and the problem that your lead magnet solves.** The brand audience is not always homogeneous, so you need to decide which part of it you want to attract. The easiest way to find out your users' problems is to [**conduct a survey**](/features/forms-and-surveys).

**2. Choose the format of your lead magnet.** Different materials are relevant at each stage of the sales funnel. Determine at which stage of decision-making your prospective customer currently is. Are they ready to make a purchase?

<Table>
| **Stage** | **Type of lead** | **Material to offer** |
| ------ | ------ | ------ |
| Problem recognition | Cold lead | Checklist, infographics, test, guide, webinar |
| Search for information about the problem and solutions to it | Warm lead | Product presentation, demo, case study, coaching session | 
| Considering options | Hot lead | Discount, price-fixing, free delivery |
</Table>

**3. Give a name.** The heading of a solid lead magnet mentions the problem and promises to solve it. You can use the formula:

<Note>
Benefit + time limit + objection
</Note>

*Example: How to Double Traffic in a Day without Budget.*

**4. Arrange your lead magnet.** The quality should be that of a product for sale. A lead magnet also [**represents your brand**](the-why-and-how-of-personal-branding).

**5. Select the method of spreading your lead magnet and the way of communication with prospective customers.** Find the place for your lead magnet: you can place it statically in a section on your website, on a separate landing page, in a pop-up, or include it in your advertising. Describe what you offer, follow the questions: - what is it, - why do your users need it, - how can they get it. Add a CTA. Do not forget to thank users for their data (e.g. in the form of an email).

**6. Launch your lead magnet and plan further updates.** Not all lead magnets can be «evergreen». Plan updates in advance to avoid offering users irrelevant information.

## 15 Lead Magnet Ideas

There are dozens of lead magnet options. Some of them have become overused: checklists, guides, free webinars. Offer some alternatives to these standard formats.

### 1. Template

Presentation templates, Google Sheets to calculate data, etc. Such a lead magnet saves the user's time. It takes a long time to create presentations and sheets with formulas from scratch. Such a bonus from the company impresses the user because you do all the work for them.

<Img
img="/uploads/lid_magnit_4_e73a836e46.jpg"
alt="Lead magnet"
src="Free templates that can only be used after registration — an example of a lead magnet"
/>

### 2. Early-bird price

You can offer the user an early-bird discount on the events where the price increases every month: webinars, major conferences. Create a lead magnet before a sales opening so that the user can share their data to be one of the first to receive your offer at the lowest price.

<Img
img="/uploads/creativelive_28d9f1d474.png"
alt="Lead magnet"
/>

### 3. Free coaching session

Tell the user more about your product or offer advice that may solve their problem in exchange for their data. The more serious the coaching session, the more credibility you will gain. Indicate that the user talks with experts, and not an automated system.

*An example of an effective lead magnet in the form of a coaching session. The service offers the user a free website report and explains that a real person works on it, so the answer may take a few days.*

<Gallery>
<GalleryItem
original="/uploads/lid_magnit_5_06da826940.jpg"
thumbnail="/uploads/lid_magnit_5_06da826940.jpg"
/>
<GalleryItem
original="/uploads/lid_magnit_6_45fbc4b3f1.jpg"
thumbnail="/uploads/lid_magnit_6_45fbc4b3f1.jpg"
/>
</Gallery>

### 4. Giveaway

The only condition is to share the data. Giveaway options:

- instant win;
- there is a winner announcement date.

What can be a giveaway prize? This can be your product, service, or something else related to your business (e.g. your merch). Prepare a bonus for those who will not win: an additional discount on your product or service.

### 5. Quiz

This interactive option of a lead magnet is entertaining and useful. The user takes your quiz and enters their email address or phone number to get a result. If the quiz takes time, a person is unlikely to refuse to share data at the end since the time has already been spent.

*Quiz example from [**Ipsy**](https://www.ipsy.com/quiz/take/questions). Ipsy is a personalized beauty subscription service. During the test, you answer questions about your hair color, eye color, skin type, favorite makeup brands, and more. At the end of the test, the user is offered to share their email to get a result.*

<Gallery>
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original="/uploads/test_002093e222.png"
thumbnail="/uploads/ipsy_ask_for_an_email_9b5534fc03.png"
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### 6. Series of training emails

It is an alternative to the standard course. If you use this option, your potential customers will slowly get used to your brand. If you send all the information at once, the user may not start taking the course. An email a week does not take much time and effort.

### 7. Infographics

Use infographics for data from your materials. It is more vivid and interesting than just a résumé, checklist, instruction in the text form, or cheat sheet.

### 8. Script

Send the user a ready-made sales (or some other) script or invite the user to create one themselves for free. A lead magnet promotes the products of the company (books, methodologies, and so on) or services to create a bespoke script for the user.

<Img
img="/uploads/script_as_a_lead_magnet_3854d05976.png"
alt="Lead magnet"
/>

### 9. Invitation to join a private club

It is similar to time-limited free access. However, being a member of a closed community is more prestigious. Allow unrestricted access to the community if it is an addition to your main products and services. If it is your main offer, grant temporary free access.

<Img
img="/uploads/lid_magnit_13_501c13a332.png"
alt="Lead magnet"
src="Lead magnet — participation in the community"
/>

### 10. Skill simulator

This type of lead magnet allows users to train some skills interactively for free (e.g. aural skills, perception of foreign speech, visual experience, and so on).

<Img
img="/uploads/skoove_piano_simulator_acfe48cdff.png"
alt="Lead magnet"
src="Online music school promotes its services through a simulator"
/>

### 11. Tool for work
 
In this case, a company either shares a list of its tools or offers a specific tool to speed up and simplify the user's workflow.

<Img
img="/uploads/toolkit_as_a_lead_magnet_161ebc631f.png"
alt="Lead magnet"
/>

### 12. Free delivery

It is a small but pleasant bonus that will work if a lead considers several similar options. Special conditions increase the chance to choose in your favour.

*For example, Amazon offers free shipping if a user orders $25 or more. To activate this condition, the user should sign up, in other words, share their data.*

<Img
img="/uploads/free_shipping_on_amazon_7d69fe449c.png"
alt="Lead magnet"
/>

### 13. Case study

It is a lead magnet for «warm» leads who consider several options and want to make sure that this product or service is what they need. A [**case study**](how-otkritie-broker-JSC-has-automated-communications-with-clients-using-Altcraft) reveals the inner workings of a company: figures and data. Use this type of lead magnet for complex products since it shows that your company is experienced and trustworthy.

<Img
img="/uploads/case_studies_as_a_lead_magnet_a6cc28cd9c.png"
alt="Lead magnet"
/>

### 14. Bot or app

A company gives users access to some tool that is used for internal processes or creates a bot/app to facilitate the work with its product.

*For example, you can search for air tickets on Aviasales without registration. The company offers a bot that tracks and sends prices. The company uses this lead magnet to reach out to the user through messengers and thus to get a prospective customer.*

### 15. All materials at once

It is a bold option to provide the user with all free material you have. On the one hand, it is a simple lead magnet. On the other, it is an unconventional way to attract a lead.

## Résumé

A lead magnet is used for lead generation, a strategy of attracting prospective customers through a free product sample in exchange for data (email address or phone number). It also builds trust and unobtrusively introduces users to your brand.

A good lead magnet is easy to get and use. There is no need to take several registration steps and choose unpopular formats.

A lead magnet solves a specific task of a prospective customer and advertises the product of your company. It is pointless to create materials that help users but do not relate to your business.

A lead magnet represents your main product, so its quality should be that of a product for sale.

Learn more about lead magnets: what they can contribute to your business, how to create effective free materials, and what formats to use.

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Free materials attract. In this article, you will learn what a lead magnet is and how to create one. As a bonus, we give you 15 lead magnet ideas.

What Is a Lead Magnet and What Tasks Does It Solve: 15 Ideas

What is a Lead Magnet: 15 Ideas for Your Business

<Img
img="/uploads/Nonprofit_Marketing_3e865f1453.jpg"
alt="Nonprofit Marketing"
/>

Marketing for not-for-profit involves the careful development of a plan to increase awareness and donations. For-profit companies often use marketing to sell their products, but nonprofits use marketing to generate support for their efforts. Nonprofits can use traditional marketing methods along with modern Internet-based approaches to create an effective marketing campaign.

## What is nonprofit marketing?

Simply put, it's the process by which nonprofits acquire, retain and grow their base of supporters.

It might sound like a simple task, but it can be pretty complicated. Nonprofit organizations are complex, and as such, a nonprofit marketing plan needs to be detailed, [**data-driven**](data-driven-marketing), multifaceted, and goal-oriented.

### Nonprofit marketing examples

Many successful nonprofits have made great strides by crafting a solid plan that identifies their target audience and targets them with a message that resonates with them. Here are some examples of nonprofit organizations that have crafted powerful messages and gained massive support for their causes:

- Feeding America: [**Ibotta Stock Up for the Big Game**](https://www.feedingamerica.org/about-us/partners/current-promotions/ibotta-stock-big-game)
- Big Brothers Big Sisters of America: [**Bigger Together campaign**](https://www.youtube.com/watch?time_continue=8&v=qID8DqI057M&ab_channel=BBBSofAmerica)
- The Humane Society of the United States:  [**Fur-free Campaign**](https://www.facebook.com/HSUSFurFree/)
- Unicef USA: [**Mission Unstoppable campaign**](https://www.ispot.tv/ad/qsdu/unicef-mission-unstoppable-song-by-raphael-lake)

## Marketing Strategies for Nonprofit Organizations

Like any other business, nonprofits need a marketing strategy to get their message out. The difference is that nonprofit marketing doesn't have a product or service to sell; instead, it focuses on an idea or mission. Because of marketing with a nonprofit, there is an additional layer of considerations when building a strategy. Here are several nonprofit marketing ideas that work:

### 1. Start with the mission

The best marketing strategy for nonprofit organizations involves telling your organization's story and getting people engaged in your mission. This means that you have to build your strategy from the ground up, starting with why you exist and what you have to say. Every aspect of your marketing should support this central message.

Even if you are promoting an event or asking people to donate, it all has to tie back into your mission to understand how they are a part of something bigger than themselves.

### 2. Create objectives and goals

The next step in building a solid nonprofit marketing strategy is identifying specific objectives and goals that can be easily measured. This will help define what needs to be accomplished and also set a standard by which success can be determined. For example, if one of your objectives is to increase donations, you could set a goal to raise $10,000 per month in donations within six months.

### 3. Know your audience

Every successful marketing strategy begins with a deep [**understanding of your audience**](creating-a-customer-profile). This is especially important for nonprofits because you need to know who your supporters are to reach out to them directly. Who will be most interested in your cause? Are they male or female? How old are they? Where do they live? What do they care about? Once you understand who these people are and how to reach them, the rest of your strategy will fall into place.

### 4. Develop a strong brand

Your brand is not just something you have — it's something you do. A [**strong brand**](the-why-and-how-of-personal-branding) will help you stay focused and make better decisions about what you put out there and how you represent yourself. Plus, donors like brands because they give them confidence in their investment, so take time to develop yours.

### 5. Create content that resonates

Your donors and other supporters want to know what makes your organization special. Content marketing is the perfect way to tell your story and highlight how you're different from other charities. It's essential to focus on how you're making a difference in your community or around the world — not just on the work that still needs to be done.

### 6. Engage your community

A strong presence is a must for success in nonprofit online marketing. Your website is the central hub for all your digital efforts — it's where people find out about you and get involved in your mission. Make sure it's updated regularly with news about what you're doing and how others can participate.

Facebook Pages and Twitter accounts are also great ways to reach out to new prospects, keep existing supporters informed about what's going on, and engage in conversations about your work.

### 7. Nurture leads effectively

One of the biggest mistakes nonprofits make is assuming that people will immediately donate the first time they hear about your organization. But that's rarely the case. It takes an average of nine [**touches**](marketing-attribution-models) before someone donates. This means, as a nonprofit, you need to be prepared to reach out multiple times before you get a lead to convert.

An essential step in online marketing for nonprofits is [**to create an email list**](how-to-build-an-email-database) with everyone who has expressed interest in your mission. Then, create a series of emails to keep these potential donors engaged over time.

### 8. Measure success

If you can't measure it, you can't improve it: That's one of the most important digital marketing for nonprofits strategies to keep in mind.

For example, if you're trying to raise awareness about an issue and your organization, try setting up a Google Alert for specific terms related to your cause. See how many times media outlets or other organizations mention your organization.

If you've launched a new website or [**social media campaign**](self-marketing-how-to-promote-yourself-on-social-media), track the number of unique visitors and conversions. Tools like Google Analytics help with this.

As a bonus, here are some useful nonprofit marketing facts from a survey conducted by [**Campaign Monitor**](https://www.campaignmonitor.com/resources/guides/the-data-backed-guide-to-nonprofit-marketing/#:~:text=truly%20effective%20campaign.-,Donor%20survey%20results,-Below%20are%20the).

<Img
img="/uploads/Nonprofit_marketing_statisctics_e76630b191.jpg"
alt="Nonprofit Marketing stats"
/>

## In a nutshell

Marketing strategies for nonprofits are different from those used by for-profit businesses. Your goal isn't to sell a product or service but to promote your mission and get people excited about how you can make a difference in the world.

Nonprofit marketing doesn't have a product or service to sell — it focuses on an idea or mission. Nonprofits need a marketing strategy to get their message out. 

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For-profit companies often use marketing to sell their products, but nonprofits use marketing to generate support for their efforts.

Nonprofit Marketing: What Is It and How to Build a Strategy

Nonprofit Marketing: Marketing Strategies for Nonprofit Organizations

<Img
img="/uploads/influencer_marketing_e4e8fafe8f.jpg"
alt="Influencer marketing"
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Influencer marketing is on the rise. From 2016 to 2020, investment in this type of marketing increased from $1.7 billion to $9.7 billion. Such brand trust proves that influencer promotion works. Let’s try to figure out what influencer marketing is and how to build a strategy for working with influencers and track the result correctly.

## What is Influencer Marketing

Influencer Marketing is promoting products or services through opinion leaders, or influencers. An influencer is not only a celebrity but also a blogger, an expert in his field, who runs social media. You don't need to have a million followers to become an influencer.

The effectiveness of influencer marketing does not depend on the number of subscribersю The engagement of the audience in the influencer's content — that’s what matters. Now people trust small bloggers whose audience does not exceed 3000 subscribers, more than large ones. Why? There are no strangers and you can feel free.

By audience size, influencers are divided into several groups:

- nano-influencers — 1,000 followers or less;
- micro-influencers — 1,000 – 100,000 followers;
- macro-influencers — 100,000 – 1 million followers;
- mega-influencers — more than 1 million followers.

The difference between influencer marketing and direct advertising in a native way. Product promotion doesn't look like advertising. From the point of view of the subscriber, a blogger is just a friend who recommends what he likes: products, places, entertainment. Advertising becomes part of the content, and the audience perceives it loyally. The influencer knows his audience well — he knows what topics subscribers like, so his account is a ready-made channel for communication and promotion on social media.

## Influencer Marketing Campaign Types

**Direct** recommendation is a call to follow a link or take a desired action.

**Review** is a detailed description of your product, or several products along with yours to make it look more natural.

**Product placement** is a technique where the brand is mentioned natively in a frame. Bloggers took this technique from the cinema industry. Remember what brand of sneakers Marty McFly wore in the second part of the trilogy? That's right, it was Nike!

**Unboxing** is a format when an influencer receives a product from you to test it out in front of his audience.

**Giveaway**  — contests on Instagram. You supply bloggers with your product or service and he promises to give this present to the followers who subscribe to his sponsors.

<Img
img="/uploads/giveaway_9bc7a81966.png"
alt="use giveaways on Instagram"
src="Lifebox Food and Punks and Chancers use giveaways on Instagram"
/>

## Influencer Marketing Strategy

Influencer promotion is a type of social media marketing, and proper marketing is impossible without a strategy. You can't just pick the most popular blogger and invite him to promote your brand. Even if an influencer has a million followers, the return will be minimal if his audience does not suit you. To start social media promotion through influencers, find the influencers in your niche, set the budget and goals of your campaign.

### 1. Find influencers and decide on the payment

It is easy to find a blogger with a suitable audience if you deal, for example, with beauty topics. For complex technical products, you will have to spend more time searching.

Three ways to find an influencer in your niche:

- Use special services. Look for bloggers on the topic you need through paid platforms: [**Epicstars**](https://ru.epicstars.com/), [**GetBlogger**](https://getblogger.ru/), [**LabelUp**](https://labelup.ru/), [**Adlab.io**](https://adlab.io/), [**Easyprbot**](https://easyprbot.com/#/reviews/), [**Efir.io**](https://efir.io/ru), [**trendHERO**](https://trendhero.io/ru/). These tools provide topics, account statistics, and ad prices.
- Blogger agencies. For example, [**Feedstars**](http://feedstars.ru/), [**Blogger Brand**](https://bloggerbrand.ru/) can help you select the influencer that suits you, but you’ll have to pay a commission for the service.
- Search yourself in thematic communities and specialized media or in the list of speakers at conferences. It is not the fastest option, but cheap.  

The advantage of cooperation with influencers is the ability to work on a barter basis. Usually, micro-influencers with a small number of subscribers agree to such conditions.

**Check influencers**

Not all bloggers are really popular. In fact, their audience may not be real.

Social media promotion is also a "dark" method that creates the appearance of success and misleads advertisers: bot followers, fake likes, bought comments. The platforms try to struggle with cheating, but it’s not always effective. That’s why before collaborating with an influencer, you should check it yourself.

- Boost subscribers, likes and comments

There are 10 thousand subscribers, but only 20 likes on the post. Looks suspicious, doesn’t it? Perhaps most account followers are bots. A lot of inane comments — “awesome content", "nice", and just emoji are also signs of cheating. How to check if you are looking at the account that employs bots? Use [**Panda Rank**](https://pandarank.com/ru/), [**LiveDune**](https://livedune.ru/), [**Hype Auditor**](https://hypeauditor.com/en/), [**FakeLikeInfo**](http://fakelikeinfo.ru/) and other services.

- Audience engagement

The normal engagement rate is 8-10%. When the indicator is lower, subscribers are not interested in the content. If the percentage is higher, it’s time to suspect cheating. The exception is peak situational moments of popularity growth.

For example, before the participation of the Italian group Måneskin in Eurovision 2021, there were no more than 3 thousand comments on the posts in their account. During the competition, the number increased to 10 thousand. On the publication with the winning award, subscribers left a record 27 thousand comments.

### 2. Assess the risks of working with bloggers

Influencers are non-professional advertisers. Some of them do not even understand what social media marketing is. In most cases, the audience liked their content because it appeared at the right time. Not everyone is good at advertising. What could go wrong?

Just because an influencer's content is successful doesn’t mean the ads for your brand will be the same. Before offering, find previous advertisers and ask them for [**feedback**](how-to-use-customer-feedback-to-increase-sales) on working with the blogger, see other ads that were made by this blogger. Ask yourself if you are satisfied with its quality.

How to avoid mistakes? Set a clear task and agree on the approval of advertising before publication, provide additional materials and examples. But don't write a detailed script. Let the blogger do his things. His audience subscribed to his content. If he goes along with the script, like a puppet, the followers will notice it. They are unlikely to be happy.

### 3. Set your budget and stick to it

Some influencers can ask for a payment over your budget. In this case, offer barter plus payment or percentage of sales. But don't overestimate the influencer. Expensive is not always good. Remember, sometimes several micro-influencers are better than one macro-influencer. 

One ad integration with a very famous blogger will have a short-term effect — people look and forget. With several bloggers, you can test different ad formats and create the effect of your brand's presence everywhere. That’s how RICHE did this on Instagram.

<Img
img="/uploads/influencer_marketing_richecosmetics_13967dd424.jpg"
alt="Advertising campaign of the brand on Instagram"
src="RICHE advertising campaign on Instagram"
/>

How much does social media influencer marketing cost?

- The unspoken industry rule is $100 per 10,000 followers
- Another way is to count based on actual engagement: likes, comments, shares. Influencers that follow this pricing model charge $250 to $750 per 1000 engagement, on average.

Of course, any division is conditional, and the real price may differ from the general rules.

### 4. Set promotion goals

Promotion is a process that should always start with goals. Why do you need Influencers? What kind of result do you expect from them?

Possible options for the goals of influencer marketing:

- [**Brand awareness**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) — more people will know about your product and not confuse it with another.
- More sales — increasing in units sold during the campaign.
- Increasing [**brand loyalty**](customer-loyalty) — the number of people who trust your brand speak positively about it.
- Engaging your audience in your content. A blogger can advertise not a product, but your resources and useful guides and other materials, which will later lead to a purchase.
- Increasing the number of subscribers in your social media accounts.

### 5. Track influencer campaigns

Assessing the effectiveness of influencer marketing depends on your goal.

**How to evaluate sales:**

- Give a unique [**promotional code**](/features/loyalty-programs) to an influencer. This way, you will find out how many purchases his audience made.

<Img
img="/uploads/promo_code_173d9a13fd.jpg"
alt="Promocode on Instagram from bloggers"
/>

- Use UTM in the link to track not only the fact of the sale but also the movement along the conversion funnel: from clicking on the blogger's link to actions in the cart of the online store. Such an analytics tool as  [**Google Analytics**](https://analytics.google.com/analytics/web/provision/#/provision) will help you.
- Ask the influences for statistics, but you need to be sure of his honesty.

**How to track results on other goals:**

- Brand awareness can be measured by the number of searches in search engines for your brand, such as  [**Google Trends**](https://trends.google.ru/trends/?geo=RU). Compare results before, during and after the campaign.
- If it comes to track brand loyalty, you should measure the number and tone of comments on your publications and the blogger's post, or compare the ratio of likes and dislikes on YouTube.
- Audience engagement and retention is counted by the change in the number of likes, reposts and content shares during the campaign. For videos on Youtube, you can check how many people keep watching the video at the moment of advertising. If there is no fall, the audience accepts the advertisement positively.
- If you want to know how the number of subscribers is changing in your accounts, calculate the dynamics before and after the campaign and estimate how much you spent to get a customer.

## Conclusion

Influencer Marketing is an effective tool for brand promotion, but it is not a magic pill. The blogger does not give a guarantee of the result and may get out of your control, for example, to advertise not in the way you expect or even damage the company's reputation. Therefore, preparation is important — build a strategy, study the statistics and reputation of the influencer. Remember, you are going to make that person the face of your brand for the duration of the campaign.

We talk in detail about Influencer Marketing: what it is and how to build a strategy for working with influencers

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We will tell you what influencer marketing is and how it helps companies to promote.

What is Influencer Marketing and How to Use It for You Business

Influencer Marketing: How to Build Your Strategy

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alt="How to Use Customer Feedback to Increase Sales"
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A customer review is a feedback from customers on your products or services and an obligatory attribute of the business. However, companies do not always understand its significance: they do not collect, they only react to positive reviews and do not work with negative ones. This approach is a mistake. Reviews build customer loyalty, inform users about the product smoothly, help identify flaws, improve the product and drive sales. We are about to tell you why customer feedback is important and how to get it correctly.

## Why customer feedback is important

[**89%**](https://www.oberlo.com/blog/online-review-statistics) of buyers read reviews before a purchase, so ignoring customer reviews is a bad idea. 

**Reviews build customer trust.** A product without reviews is suspicious, as the one that has only positive comments. Companies are afraid of criticism, so they often publish good impressions on their websites. However, users do not believe such "sterile" responses and go to third-party sources: Google Maps, [**Tripadvisor**](https://www.tripadvisor.com/), [**Yelp**](https://www.yelp.com/). Another way to get to the truth is to check out social networks.

Unscrupulous companies ignore and remove negative reviews, but this approach cannot do anything but annoys customers. Don’t be afraid of bad reviews, react to such feedback. 45% of consumers say they’re more likely to visit a business that responds to negative reviews.

<Img
img="/uploads/examples_responding_negative_reviews_1b1e2d5a3b.webp"
alt="Example of how to respond to negative reviews"
src="Example of how to respond to bad reviews correctly"
/>

**Customer feedback** is also an increase in sales. Nine out of ten online orders are made by people after reading reviews. A good, detailed commentary is more convincing than any ad campaign. It helps customers understand if a product is right for them. Research from "AliExpress Russia" showed that 65% of buyers turn to someone else's opinion for this purpose. People read user stories and find information that is not in the standard description. For example, you can find out that shoes are small in size only from the reviews in the product card on the company's website or marketplace.

Reviews are the basis of Booking and Airbnb services for booking hotels and daily accommodation. No descriptions and beautiful photos will help you if someone writes about cockroaches in the room.

<Img
img="/uploads/Screenshot_from_2021_07_30_17_36_18_c4c4ef6294.png"
alt="Reviews on Airbnb"
src="Reviews on Airbnb"
/>

## How to get customer feedback

The best way to get feedback is to ask. People don't always write them by themselves. Some of them don't think it's important, others just forget. They are also more likely to leave bad feedback and not share positive impressions.

The feedback formats:

- **Text reviews** — a description of the product or service by the client. It can be an opinion or a detailed review.
- **Photo reviews** — photos describing a product or service. Sometimes buyers even take pictures of the unpacking process and pay attention to the packaging.
- **Video reviews** — in the format of a "talking head" or professional reviews, for example, in blogs on Youtube.
- **Audio reviews** are not the most popular, but easy, because the user does not need to formulate the text or waste time shooting a video.


### How to ask for feedback

**Send an email asking to describe the buying experience.** This is what sellers on Amazon often do when a buyer has received an order.

<Img
img="/uploads/amazon_message_template_96a0b225ae.webp"
alt="Amazon seller request for review"
src="Amazon seller request for review"
/>

**Use website pop-ups or special forms.** Sometimes a user wants to capture his impression but does not understand how to do it on your website. Make it easy for the customer — don't hide the feedback form. If the feedback is negative, your managers should see and process it than wait until users leave such a review on popular platforms.

**Call the customer once he makes a purchase.** For example, banks and Internet providers ask clients to rate a consultation as soon as they help them deal with a problem. With modern tools, a call from a living person is not even required, a robot will do everything for you.

**Conduct a survey on social media**. Ask a series of questions, either short-answer or multiple choice.
 
**Ask for a review in person** at the moment of receiving the purchase. In this case, you can take a photo of the customer with the product, record a video, or just conduct a quick survey. However, don't insist if the client doesn't want to film or leave feedback. Everything should be voluntary and honest.
 
**Collect feedback from customer chats** when they write to you personally about their problem. It's also a good way to deal with negative customer experience before it goes public.

**Look for reviews on social media — on the accounts of users or in the comments.** Do it using requests or special services: YouScan, SemanticForce, IQBuzz and others. They show mentions of the company by keywords. You can also process negative reviews and respond to user questions.

## How to encourage customers to write reviews about a company, products and services

You can ask for feedback over and over again. There’s no point. Users stuck in a rut forget about you, or they just do not want to waste time on a review. This is where thanks for the feedback as a bonus comes in handy.

What should be offered to customers for feedback:

- Discount for the next order or gift. If there is a discount for a related product, then you will also make an upsell.
- Bonus for a recommendation on social media or to a friend. If a client publishes a review on his account or tells a friend about you (for example, sends a promo code or a referral link), he will receive a discount, points to a bonus account, or a freebie. In our marketing automation platform [**Altcraft Marketing**](https://altcraft.com/en), it’s easy to generate personal promotional codes and award points for a referred friend in the loyalty program management [**module**](https://altcraft.com/features/loyalty-programs).
- Competition for the best, detailed, creative product review, for example, in the form of a review.

You can also show reviews of other clients. The principle of social proof works here — people often make decisions or do something because they look at others.

## What matters when collecting feedback

**Leaving a review should be as simple and fast as sending a message on Facebook.** For example, you cannot fail to notice the section for rating the film on Netflix. All you need to do is to tap a star. And it doesn't matter if you watch a movie on the website or in a mobile app.

<Img
img="/uploads/netflix_5a0bd5d5cb.webp"
alt="Reviews on Netflix"
src="An example of collecting ratings for movies on Netflix"
/>

**Make sure to thank your customers for their feedback.** They have spent their time on you, so appreciate it and you will get their loyalty in return.

**Don't write puff pieces.** If you buy a review, people will notice this, and it will cause only negative emotions. Especially if you recently received bad comments and immediately decided to cover them with a few positive ones. Hundreds of reviews about a young company that has just appeared on the market will be suspicious as well.

**Explain what you want to get from the customer in the review**: product photo or detailed description. General phrases in the response are not credible; they are useless for the company.

"I liked everything. I recommend it.” — this is a poor choice of words for a review. Why did you like it? What are the features of a product or service? Likewise with "I didn't like it." What exactly? To get detailed answers, the client needs to be given a hint through questions. You can ask the following questions:
- Why did you choose our product?
- What problem did you want to solve with our product? What was the result?
- What expectations did you have from the product and did it live up to them?
- Would you recommend our product?
- What would you like to change?
-  What did you like the most?

## Benefits of collecting customer feedback

A product that makes the customer happy sells well. Solve the user problem, address his needs and you will make him happy. The only way to find out if your product has worked is to ask consumers. Therefore, customer reviews are the key to increase sales.

What’s your profit from collecting and analyzing customer feedback?

- **Feedback will help you improve your product or service.** You will find out what your customers like and what annoys them, what prevents them from using your product. Reviews will give unexpected insights.

- **Increased customer loyalty.** Asking for and responding to feedback is a way to show that you hear the customer and care about them. Bad responses should be responded to constructively, not ignored. The correct answer and analysis of the situation can turn a disgruntled client into a brand advocate. Other users will see the answer and make a mental note: “This company is not indifferent to customer problems”.

- **Reviews find "breaches" in a product or service and seal them off.** When launching a product, you rely on [**marketing research**](how-to-do-market-research), and this is reviews that complement them in the process. Through them, you will study consumer behavior in reality, and not in a simulated situation.

- **Returning customers and increasing revenue.** If the buyer is disappointed in the product, received a poor-quality service and writes about it, then the answer will not only reduce the negative, but also bring the client back. How? Offer to fix everything and do it 100%. Then the client will buy from you again. He may even recommend your product to his friends and acquaintances.

- **Building future strategies of the company based on feedback from customers** and creating products for the needs of people.

- **Additional promotion.** Reviews are unique content that mentions your brand and does not repeat itself in descriptions on different websites. Take reviews on your website and use them on social media.

## What Altcraft Marketing offers

Altcraft Marketing has its own built-in service for creating surveys. This tool is called [**Forms**](updates-telegram-bot-facebook-ads-manager). Using it, you can easily collect the customer data you are interested in. If you know in advance what your customers are unhappy with, you will be able to quickly react to negative reviews and maintain a positive opinion of your brand.

Implement an NPS survey through "Forms". In a Net Promoter Score survey, customers are asked to answer the question: “On a scale of 0 to 10, how likely are you to recommend our business to a friend or colleague?”. Those who gave a score of 9 or 10 are promoters; 7 or 8 — passives; less than 7 — detractors. Such a survey is considered to be very useful in measuring [**customer loyalty**](customer-loyalty).

The survey can be posted on a separate page or embedded in the site as an iframe code. When it is published, its analytics will open for you.

<Img
img="/uploads/NPS_survey_in_Altcraft_NPS_dbacab3a8b.png"
alt="NPS Survey in Altcraft Marketing"
src="NPS Survey in Altcraft Marketing"
/>

## Conclusion

Customer feedback is the key to increasing sales. Of course, this is not a guide to action, but only opinions that need to be filtered and analyzed. Reviews let you know how your product or service works and what customers actually want to see. Get to know your audience. This way, you will improve the product or service and fine-tune it to better meet customer expectations.

Why is customer feedback important? In a new article, we will tell you why customer reviews are important and how to collect them correctly.

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Customer feedback is important to a brand. We will tell you how to collect reviews and use them to increase sales.

Customer Feedback: How to Collect and Use It to Increase Sales

How to Use Customer Feedback to Increase Sales

<Img
img="/uploads/blog_6538062d62.jpg"
alt="What is a customer loyalty program and how to create it"
/>

Once a marketer has enticed prospective clients to use their products or services, their marketing mission immediately turns to ensuring these same customers will return. A satisfying user experience is essential to making that happen.

One strategy, an effective loyalty program, has proven infallible in bringing customers back, even for decades, after that initial purchase.

Quality, value, and customer satisfaction will always be the fundamental drivers of consumer decisions. But airlines, hotels, car rentals, banks, coffee shops, grocery and drug stores, restaurants, credit card companies, and most other businesses today rely on loyalty programs to [**retain**](customer-trust) their client base.

## What are Loyalty Programs and Loyalty Marketing?

Loyalty programs, sponsored by retailers and other businesses, usually consist of rewards, discounts, freebies, or other incentives to entice buyers to come back to buy future products or services.

While loyalty programs of some type have been around for centuries, these have become more prevalent, sophisticated, and far-reaching in recent years. More miles or overnight stays, more money spent, and more frequent purchases often mean free goods or services, money back, or other powerful incentives to maintain [**loyalty**](customer-loyalty).

Customer loyalty programs not only retain more customers for future purchases, but these clients are more likely to try new products. And, on average, these consumers will spend 31% more than first-time buyers.

In any instance, the lure of a free airline flight, hotel stay, prizes, gifts, and discounts earned with a certain number of purchases becomes an irresistible draw that comes them coming back.

<Img
img="/uploads/customer_loyalty_b5ca658567.jpg"
alt="Customer loyalty"
/>

## How to Create an Effective Loyalty Program

If you have not already implemented a loyalty program, creating one can be a low-cost, high-return strategy to lock in and grow your client base.

Businesses spend five times more to attract a new client than to keep existing ones. Increasing customer retention by just 5% can create a 25% to 90% increase in profitability, depending on the starting point.

So, how does a new or existing company go about creating an effective loyalty program?

**Excellent products and services** are the first and most crucial element of a successful loyalty program. A loyalty program cannot even begin to capture the consumer’s interest unless what you offer addresses the fundamental reasons why they came to you in the first place.

**Stay Consistent** with your products and communications. One bad experience can damage the relationship permanently since the possibility of future bad experiences becomes a deterrent to returning.

**Focus on the customer.**  Be sure you understand their needs and continually determine whether your products or services are meeting them.

**Do more than what is expected.** Whenever possible, add something extra to prove your commitment to the customer.

**Reward customer loyalty.** Design your program to offer meaningful rewards.

**Make the Rewards Program available** for all interactions, both in-person and online.

**Create Status Levels.** Airlines, among others, do a great job of rewarding Frequent Fliers with status levels that offer preferred seating, upgrade possibilities, boarding preferences, lounge availability, and more.  Similarly, wineries reward their exclusive Club Members (those who spend more) with direct access to the more exclusive wines, complimentary wine tastings and winery tours, and further recognition while visiting the winery.

**Surprise and delight customers.** Awarding customers when they may not be expecting anything is a great way to solidify a relationship. A birthday gift, for example, can be a warm, personal way to reward them. For example, Altcraft platform allows you to [**personalize emails**](/features/personalization) and wish every customer a happy birthday by sending a promo code.

**Offer first opportunity to buy new offerings.** As you introduce new products, an introductory offer to your Loyalty Program participants is a way to show them that they are preferred.

**Be Creative** when naming the program and even your rewards points.

<Img
img="/uploads/Leading_factors_disliked_about_loyalty_programs_bd1d27b935.jpg"
alt="Digital customer loyalty punch card"
/>

## Types of Loyalty Programs

Types of loyalty programs vary depending on the products offered. These may include:

- **Points**

While programs have different requirements, some offer a single point for each dollar spent during a specified period. In some instances, points should never expire. However, setting a time limit may encourage more frequent visits. While a weekly visit to a grocery store can be a natural frequency, airlines do not expect their less-than-elite customers to fly as often. So, their rewards “miles” may never expire.

One of the most popular point programs is Sephora’s Beauty Insider rewards program. Customers earn points for each purchase they make: 1 point for every dollar spent. When there are enough points, they can exchange points for limited cosmetics.

<Img
img="/uploads/sephora_beauty_insider_feb7957ea0.png"
alt="Sephora’s Beauty Insider rewards program"
src="Sephora’s Beauty Insider rewards program"
/>

- **Cashback Programs**

When customers spend a certain amount of money, they may be rewarded with coupons or cash to be used at the issuer’s business. Bank credit cards also offer cashback awards that can be redeemed as credits on balances, deposits to checking or savings, or purchase items at specified retailers.

- **Punch Card Programs**

Each time a customer purchases, one or more holes of their customer loyalty cards get punched. When the card is “fully punched,” the customer receives a free item. This is if we’re dealing with paper cards. When it comes to digital punch cards, they exist within a mobile app, but the idea is the same.

<Img
img="/uploads/mccage_digital_customer_loyalty_punch_card_70d2e8faf9.png"
alt="Digital customer loyalty punch card"
src="Digital customer loyalty punch card at McCafe"
/>

- **Promo Codes**

Promo codes to loyal customers can enhance your relationship with prospective and current customers. These may be personally directed or general and can be presented through multiple platforms.

In [**Altcraft Marketing**](/en) automation platform, it is convenient to generate personal promotional codes: set up your own marketing automation workflow and decide at what moment you want to give your loyal customer a [**promo code**](/features/loyalty-programs).

<Img
img="/uploads/gamification_of_activity_image_en_52c917855a.jpg"
alt="Leading factors disliked about loyalty programs"
src="Promo code workflow sample"
/>

- **Partner Programs**

These programs involve earning “points” at more than one business to be used at any of the participating companies.

## Conclusion

An intense focus on customer care will benefit your company in very significant ways. Satisfied customers will relay their positive experiences to friends, thereby creating new business and will positively represent your brand to others. An effective loyalty program is an integral part of customer care.




Customer loyalty programs help you attract new customers and keep existing ones. Read about the types of loyalty programs and learn how to create your own. 

Businesses spend five times more to attract a new client than to keep existing ones. Increasing customer retention by just 5% can create a 25% to 90% increase in profitability.

What Is a Loyalty Program and How to Create It

Customer Loyalty Program: What Is It and How to Build It

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img="/uploads/blog_f8e91e069d.jpg"
alt="How to Do Market Research"
/> 

You can’t launch an advertising campaign and build a marketing strategy without sufficient information — it's a business risk. Successful marketing research will help launch products that are interesting to the audience. It's not always low-cost to do research, but to enter the market with a product that the consumer doesn't need is an even bigger loss of money. Find out in this article what marketing research is and how to do it correctly. 

## What is marketing research?

Marketing research is the collection, classification and analysis of information about the market situation: prices, competitors, customers and more. Market data allows businesses to build strategies and minimize uncertainty. Market research is carried out by individual companies and specialized agencies; for example, [**Deloitte**](https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consultancy/deloitte-uk-consulting-global-marketing-trends.pdf), [**BCG Group**](https://web-assets.bcg.com/3d/c7/1a2d0ffb480d8d4eb45412854116/20201009-consumer-sentiment-wave-3.pdf) and others.

<Img
img="/uploads/how_to_do_market_research_deloitte_743d4e43f0.jpg"
alt="Market research example"
src="Market research examples of Deloitte"
/>

## Why is marketing research important?

Internal marketing analytics answers the question "what is happening", whereas marketing research tells you "why this is happening."

Imagine, some analytic data shows that 30% of users abandon an item in an online shopping cart. It’s marketing analysis that can explain the reason: too high of delivery costs, inconvenient checkout process, competitors were cheaper, and so on.

**Marketing research is necessary to:**

- Identify trends and best practices in the market and repeat successful experiences.
- Get to know your potential customers and their needs, and give them what they want.
- Plan new products, services and changes in the company, not in isolation, but together with consumers.
- Run more effective marketing campaigns: marketing is still numbers, not just creative ads.
- Get to know competitors and work with them correctly; understand strengths and weaknesses.
- Build pricing correctly.
- Adjust business strategies if market trends change.

The market research volume is projected to [**grow**](https://www.thebusinessresearchcompany.com/report/market-research-services-market) to $83 billion by 2023. For comparison, it was $76 billion in 2019. This means that companies are putting less and less trust in the intuition and authority of leaders, and are instead trusting the data.

<Img
img="/uploads/Prognoz_rynka_marketingovyh_issledovanij1_ab8c39cb5d.jpg"
alt="Forecast for marketing research till 2023"
/>

## Primary and secondary research

Marketing research is divided into two types: primary and secondary. They differ in the way the information is collected.

### Primary marketing research

Such research is conducted from scratch by the companies themselves. They do not use information from third-party sources. Primary research answers specific questions, and the research purpose is always aligned with the company's business. This type of research is reliable because the company knows exactly how the data was collected and what methods of counting were used. However, primary field research is not always within budget.

### Secondary marketing research

Secondary research is a search for information among already existing materials from both official and unofficial sources: reports of other companies, agencies, consulting companies and government organizations (IBISWorld, CB Insights). The downside is that you cannot be sure of the accuracy of the information and the correctness of the calculations. Additionally, the data from such research quickly becomes outdated.

## Types of market research

There are dozens of types of market research. Due to the development of digital technologies, there is a need for new ones. Let's talk about the most popular types of research.

<Table>
| **Type** | **Description** |
| ------ | ------ |
| **Market Research** | Exploring opportunities, mechanisms and market trends in order to make appropriate business decisions. The position of competitors and potential obstacles are also assessed. As a result, the company can find the right niche and assess the profitability of the business in the current environment. |
| **Macrosystem Research** | Analysis of external conditions — all markets in the industry that can indirectly affect the results of the company. | 
| **Buyer Persona Research** | Identification of the target audience — age, gender, income, social status, interests, education and other parameters  — in order to determine the correct segmentation of the audience. Research gives you a deep understanding of the audience's problems in order to offer a solution as a product or service. |
| **Competitor Research** | Allows you to identify the weaknesses and advantages of competitors and assess the possibilities of cooperation. Analyze competitor's prices and advertising campaigns. Competitive analysis helps you understand your place in the market, separate yourself from competitors, and ultimately outrun them. |
| **Product or Service Use Research** | Product researchers study the specifics of how consumers use the product: how they react, what difficulties they have in the process, etc. Research drives product improvement. |
| **Pricing Research** | Price research is the study of the cost of similar goods on the market: what price the buyer expects and what price he is actually ready to pay. The purpose of the study is to find the price at which the company will receive the maximum profit in the current environment. |
| **Brand Awareness Research** | Helps you understand whether the target audience knows your brand, whether potential customers perceive you correctly, and how you could improve your positioning. |
| **Customer Satisfaction and Loyalty Research** | Assessing the level of customer satisfaction with a product, service or company. The research shows whether the customer's expectations match reality and what flaws are experienced with your product. As a result, the company receives an answer on how to make the level of loyalty such that the customer comes back to make a repeat purchase. Besides, these studies help to adjust advertising campaigns and find ways to improve customer experience. |
| **Market Segmentation Research** | The company defines consumer segments in the industry. This way, it can offer each segment a product according to their interests, habits, and product needs. By analyzing each segment, you can identify narrow niches and create a product entirely for the client. |
| **Campaign Research** | Research and analysis of past campaigns takes place through an experiment that is carried out with existing clients and potential audiences. A research analyst explores the elements of campaigns that generate the greatest response in order to use them in future projects. |
</Table>

## Marketing research methods

Among the classic marketing research methods are observation, focus groups, polls, interviews and experiments.

**Observation** — Researchers observe a person who uses a product under real or simulated conditions.

**Focus groups** — Several people in a group of 6-10 test out the product and then discuss it with a moderator. This method can cost you a pretty penny, and there is a risk of dishonesty from the participants because of the influence of other people in the group and the authority of the moderator. Another flaw is that focus groups cover a rather narrow audience.

**Survey** — the easiest and most popular way to research. The respondent is asked to answer a series of questions, either short-answer or multiple choice. There is the potential for false results because buyers might report loyalty to some brands in the survey, but buy others.

With the development of technology, market research methods are becoming more digital and the research process is accelerating. Online surveys are very easy to conduct, and companies actively use this option on websites and social networks.

The marketing automation platform [**Altcraft Marketing**](/en) has its own service for creating surveys, questionnaires and applications. This service is called [**Forms**](updates-in-the-altkraft-marketing-platform). Using directly obtained data, you will make targeted advertising and get new customers. In addition, if you are aware in advance of what your customers are unhappy with, you can quickly react to negative reviews. This way, you’ll be able to keep a positive public opinion about your brand.

<Img
img="/uploads/aviasales_ad6e8b5536.png"
alt="Example of a survey on the Aviasales website"
src="Example of a survey on the Aviasales website that users see while the ticket search is loading"
/>

**Experiment** — A method that studies a change in some familiar parameters: packaging, prices, elements, configuration, etc. One or more variables are changed and the results observed. This method can be costly, especially if the price is changed for the experiment.

**Interview** — A one-on-one conversation with respondents. This method helps to dive deeper into the client's difficulties. What’s more, interviewers can read non-verbal signals during an in-person meeting. The method can bring about unexpected conclusions; for example, one may learn opinions about the product that the company did not even know about.

## Marketing research steps

In the classic marketing research process, there are 6 steps.

### Step 1. Identify the problem

The first step in the marketing research process is to decide what problem we must solve with the help of research: an advertising campaign is ineffective, demand for a product is decreasing, a new product is released that needs to be made successful, and so on. Then we define the research purpose. The purpose should answer the question of how to solve the problem or correctly identify it. Based on the goals, we set tasks — the actions that will lead to the goal.

Let’s say we have a company. We’ll call it Company N. Company N’s competitors released a new product, and sales dropped. The purpose of the research may be to determine the competitive advantages of a competitor's product, and then use the collected data to refine your product. Tasks are comparing prices, analyzing reviews for each product, and more.

### Step 2. Research plan

To avoid possible mistakes, the plan should be detailed and include the following points: research budget, methods, sources of information (primary or secondary), description of the audience for the sample, and methods of collecting information.

### Step 3. Collecting data

This is the longest stage, and also where the most mistakes occur. Here you can face bad faith of respondents, market researcher bias and even incorrect data collection. Detailed preparation for research helps you to minimize errors.

### Step 4. Data analysis

Researchers analyze the data they obtained using electronic means, market research tools or on their own (for example, open questions in surveys). Based on the analysis, the results are formed.

The analysis includes:
- data verification: surveys with questions, viewing interviews and so on;
- editing: excluding incorrect answers and those that cannot be processed;
- classification of responses and coding them into a more understandable form;
- transfer of data to the analysis tool: tables, special services;
- data cleansing and work with missing answers, data correction;
- the data analysis itself.

### Step 5. Presentation of results

The customer of the study receives the processed data in the form of clear and formalized results and conclusions. The report also includes a description of the objectives, research methods, and recommendations.

### Step 6. Making decisions

After checking the results, the customer draws conclusions and makes business decisions regarding the problem that the research is supposed to address. In some cases, research can actually reveal a new problem.

<Img
img="/uploads/6_steps_to_successful_marketing_research_b9b7479034"
alt="Marketing research steps"
/>

## Conclusion

Marketing research is a pillar for business and a kind of compass that indicates the right direction of development. No method can give a 100% guarantee that your business decisions are correct. But with research, there is a better chance of getting an objective picture and avoiding the [**HiPPO Effect**](https://www.forbes.com/sites/bernardmarr/2017/10/26/data-driven-decision-making-beware-of-the-hippo-effect/?sh=571fc6780f9f), when a business makes decisions based only on the opinions and intuition of managers. Data is a more reliable advisor.

Successful marketing research will help launch products that are interesting to the audience. Learn about the steps of the marketing research process in our new article.

You can’t launch an advertising campaign and build a marketing strategy without sufficient information — it's a business risk. This is where market research comes in handy.

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