Christopher S. Penn – Marketing AI Keynote Speaker

Almost Timely News, 27 March 2022: Regulars, Google Analytics 4

—

by

Christopher S Penn
in , , ,
Warning: this content is older than 365 days. It may be out of date and no longer relevant.

Almost Timely News, 27 March 2022: Regulars, Google Analytics 4 (3/27) :: View in Browser

Almost Timely News

Take my new social media ROI course from Agorapulse for free for a limited time »

Watch This Newsletter On YouTube

Almost Timely News, 27 March 2022: Regulars, Google Analytics 4
Watch this video on YouTube.

Click here for the video version of this newsletter on YouTube »

Click here for an MP3 audio only version »

What’s On My Mind: Do You Know Your Regulars?

How well do you know your regulars?

In marketing, we love to make things unnecessarily fancy. We talk about communities, influencers, marketing automation, lead scoring, purchase propensity – whole mouthfuls of corporate jargon that sanitize and dehumanize ordinary experiences. And yet, if we want to be successful as marketers, we have to understand ordinary experiences.

I was talking with my martial arts teacher, Mark Davis of the Boston Martial Arts Center the other week about businesses that survived the pandemic and businesses that did not. Two factors differentiated the survivors: resilience and agility. Businesses that had healthy margins and a war chest had resilience. They survived the first few weeks or months when everything was completely shut down. However, if their business models were predicated on the way the world used to be, eventually they ran out of money. Only those businesses which had agility, the ability to adapt to changing conditions, were able to continue on.

None of this is news, right? We’ve all read countless articles and case studies about business models that have been successful in the pandemic. But one of the most overlooked factors in these studies and articles is… our customers. In this case, one very specific kind of customer.

We have all sorts of fancy names for finding these customers and doing data analysis on them, techniques like RFM analysis – recency, frequency, and monetary value – but at the end of the day, we all know this customer by heart.

The regular.

When the regular walks into the restaurant, the staff greets us by name. “Hey Chris, your usual table?” and “Hey Chris, the usual?” when the server wanders over. They recognize us, they know us, and as long as we’re decent humans, they like us as much as we like them. We may not be the biggest spenders on a per-transaction basis but we have insane lifetime value because we’re there every week. Maybe even more than once a week.

We are loyal to these businesses as consumers, and in return, we get a level of personalization that other customers do not. These businesses – diners, restaurants, yoga studios, whatever – don’t have or need any special software or marketing technology to know who their regulars are or how to treat them. They know us because of our loyalty to them and what’s ultimately a very human experience.

Why does this matter? As I said, I was talking to my teacher and he said the reason our martial arts school survived when something like 70% of the competing schools in the area didn’t is because of the regulars. Longtime, loyal students who kept paying even as the services changed, as lessons went online for months at a time – that’s what kept the business afloat.

This is the key: not only does the business need agility, so does the customer. And a customer’s agility is directly proportional to their loyalty, to how much of a regular they are. Ask any restaurant that pivoted to online food delivery and takeout during the pandemic what kept them afloat. It wasn’t just changing business models – it was also that their regulars still wanted their food and were willing to change how they got it.

So here’s the question for you: how well do you know your regulars? We all have regulars, even if we don’t have a place like a martial arts school or a restaurant. I have regulars – you’re probably one of them! If you read this newsletter every week, or every other week, you’re a regular. If you listen to my podcasts repeatedly, you’re a regular. If you check out my YouTube channel when I post a new video, you’re a regular – and I thank you for that.

You have regulars. And you as a marketer have the tools to recognize your regulars – marketing automation and CRM software tells us who our regulars are at every stage of the customer journey. The next question we have to ask ourselves is, how do we treat our regulars? You don’t have to do anything fancy – a restaurant simply greets you by name once they get to know you. Maybe every so often you get a free appetizer or something, but it’s just that comfort of being known, being recognized, being appreciated that is most common for businesses who know the value of regulars.

Take a look in your marketing automation and CRM software for who your regulars are – and then start thinking about what you can do to encourage more people to become regulars.

Share With a Friend or Colleague

If you enjoy this newsletter and want to share it with a friend/colleague, please do. Send this URL to your friend/colleague:

https://www.christopherspenn.com/newsletter

ICYMI: In Case You Missed it

If I had to pick one thing for you to review this week, it would be the walkthrough I did this week on the Trust Insights livestream of migrating the Marketing Over Coffee Google Analytics account to Google Analytics 4. I reviewed the overall project plan, and then we pushed all the buttons live. Catch the replay below.

Skill Up With Free Classes

These are just a few of the free classes I have available over at the Trust Insights website that you can take.

Get Back to Work!

Folks who post jobs in the free Analytics for Marketers Slack community may have those jobs shared here, too. If you’re looking for work, check out these five most recent open positions, and check out the Slack group for the comprehensive list.

Advertisement: Inbox Insights Newsletter

If you enjoy this newsletter, you’ll also enjoy Inbox Insights, the Trust Insights newsletter. Every Wednesday, get new perspectives, fresh data you won’t find anywhere else, plus a roundup of content we’ve made for the week, like our podcast and our livestream.

Inbox Insights from Trust Insights

Here’s an example issue.

Subscribe today for free »

What I’m Reading: Your Stuff

Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.

Social Media Marketing

Media and Content

SEO, Google, and Paid Media

Advertisement: Ukraine Humanitarian Fund

If you’d like to support humanitarian efforts in Ukraine, the National Bank of Ukraine has set up a fund specifically for relief efforts. You can donate using a Visa/Mastercard or Google Pay.

Donate today to the Ukraine Humanitarian Relief Fund »

Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

All Things IBM

Advertisement: B2B Marketing Analytics Webinar Replay

With the right analytics foundations, your B2B marketing will be set up for success.

Without them, you’re building a business on quicksand at best.

Join Trust Insights CEO Katie Robbert and me to set yourself up to win in this strategy-focused look at B2B digital marketing analytics.

At the end of this session, you will be able to…

  • Create a B2B analytics strategy with Google Analytics
  • Explain why things happened and use advanced attribution analysis
  • Use predictive content marketing analytics for forecasting your B2B content calendar
  • Use prescriptive content analysis to understand what content truly boosts conversion

Watch the replay now »

Events I’ll Be At

Here’s where I’m speaking and attending. Say hi if you’re at an event also:

  • MarketingProfs B2B Forum, April 2022, virtual – use code SP22CHRIS for $100 off your conference ticket
  • MarTech Conference, June 2022, virtual
  • MAICON, August 2022, Cleveland, OH – use code PENN150 for $150 off any conference ticket
  • MarketingProfs B2B Forum, October 2022, Boston

Events marked with a physical location may become virtual if conditions and safety warrant it.

If you’re an event organizer, let me help your event shine. Visit my speaking page for more details.

Can’t be at an event? Stop by my private Slack group instead, Analytics for Marketers.

How to Stay in Touch

Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You!

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn

You might also enjoy:

Want to read more like this from Christopher Penn? Get updates here:

subscribe to my newsletter here

AI for Marketers Book
Take my Generative AI for Marketers course!

Analytics for Marketers Discussion Group
Join my Analytics for Marketers Slack Group!

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Pin It on Pinterest

Shares
Share This