Customer support as an extension of marketing

Customer care and service is one of your best marketing tools in the video game industry. The industry is known for its extremes – several companies, big and small, offer next to nothing in terms of support for their users and fans.

But the companies who go the extra mile and provide for their users tend to benefit from it.

So, say you spent money acquiring customers. Customer care and ensuring a great onboarding experience helps retain the users that you spent marketing money obtaining in the first freaking place.

Here’s how you can start thinking of customer support more seriously, even if you’re a small indie developer. Continue reading “Customer support as an extension of marketing”

Word of mouth marketing – what does that even mean?

Last week, I got to have an overdue hangout session with my friend Amy. When she’s been gaming lately, Overwatch has been her game of choice.

My husband, brother-in-law and myself have been back on the World of Warcraft train for the past few months and switched servers to start over again. Horde just wasn’t doing it for us like it used to, y’know? And my brother-in-law happened to choose a high population server with a low number of Horde players on it (who would’ve thought Proudmoore… named after Jaina Proudmoore…one of the main members of the Alliance… would be an Alliance-heavy server…) so the end-game was non-existent.

I talked with her about how we’re playing again and she was interested in the developments that’ve taken place since she left around a year ago. The Broken Shore questline is finally realistic, Argus is neat, all that jazz.

By the end of the day, she ended up rebooting her subscription and making a new character on our new server of choice.

Word of mouth is a hell of a drug, my friends. Continue reading “Word of mouth marketing – what does that even mean?”

How to host a webinar

Webinars are one of the most effective one-off digital marketing channels for B2B brands in terms of your ROI and all of the assets you can harvest from them afterwards. Here’s a checklist for getting started hosting your own webinar.

Pick your tool

There are a lot of options out there for webinars – some free, most paid. If this is for a larger brand, err on the side of paid. The one I rely on most in 2017 is GoToWebinar because GoToMeeting has been solid for me for several years. WebEx is another one with a large portion of the marketshare but personally, the experiences I’ve had running and attending WebEx webinars haven’t been as reliable.
Continue reading “How to host a webinar”

You should consider hosting a webinar

For a small to medium sized business to business (B2B) brands, webinars are one of the most effective marketing tools you have to utilize. They’re even useful for some business to consumer (B2C) brands.

The prep work involved

Webinars take some prepwork to get them off the ground. However, the prepwork involved helps you make sure you’ve got a good idea of what you want to get out of it but also brings a lot of your marketing alignment together. Continue reading “You should consider hosting a webinar”

Track and test your marketing

If you were an investor, would you spend money on a lot of different stocks or put your funds into several different companies then not track the results? Sounds crazy, right? You want to see how your investments are doing. You may do well in some areas and poorly in others, but you want that data.

So why on earth would you spend money on different marketing channels and not track those results? And then wouldn’t you spend time reviewing what you tracked and optimize your investments going forward?

Tracking and testing is just as important for marketing as it is for investing your personal money. Here’s a guideline for getting started or improving your existing processes. Continue reading “Track and test your marketing”

Tool Review: Hatchbuck

Marketing automation is a relatively newer, shinier thing for smaller businesses. It’s the process of automating repetitive tasks, like email campaigns or lead notifications.

For example, every time someone signs up for your email list, it would be nice to send them a welcome email, right? Marketing automation enables you to create a template email so that the system you’re using does that for you.

So, this would help you out rather than you getting a message every time someone new signs up and you having to write something new or copy and paste an old message you sent to the last sign-up. Or even worse, getting no message every time someone new signs up and you having to manually check the system.

The biggest problem with marketing automation is that it’s too big and too expensive for most small to medium sized businesses. Until now. Hatchbuck, a marketing automation and CRM tool, is our current go-to recommendation for marketing automation.

Even though it has a pretty stupid name. Continue reading “Tool Review: Hatchbuck”

Determining your marketing metrics

When it comes to marketing, most people have assumed it is like a magical black box – marketing goes in, and business results may or may not come out.

During the age of reliance on TV ads and print ads, where measuring your ad spend was a very nebulous experience, it makes sense. It’s very hard to gauge the effectiveness of a TV ad when you don’t know how many people truly saw it, how it influenced their buying decisions, whether it stayed on their mind or not…any of those variables.

Fortunately, digital marketing makes things a lot more clear for marketers and business owners alike. And you wouldn’t put money in the stock market or invest in a company without keeping tabs on their performance, now would you? So why would you put money in a Facebook ad or two and not record those results alongside your website’s traffic?

Everyone who’s engaging in marketing should be tracking and measuring their metrics. The question is – how do you determine what to track? Continue reading “Determining your marketing metrics”