Digital channels for your marketing campaigns

In this article we talk about the advantages of using several channels for your marketing strategies, making use of a Marketing Automation or Multichannel platform.

We will see what differences there are between one channel and another, which ones complement each other best and which ones are the most appropriate for each specific campaign.


SMS: SMS is still the most efficient marketing channel, due to its high openness rate (over 98%) and its immediacy of arrival. Although it can be used for multiple purposes, it is essential if you want to send quick alerts or notifications or send coupon codes directly to your client.

Email: The classic channel by excellence. You should keep in mind that if not used correctly it can generate SPAM, but well used, it turns out to be a very effective channel for sending newsletters.

Text-To-Speech: A fairly interesting and relatively unknown channel until recent times. It will allow you to extend your range of action to landline and mobile phones. It’s perfect if you need to send voice messages for reminder purposes.

Digital Numbers (DID): These are telephone numbers that are not associated with a fixed telephone line, but are linked to a digital account within a platform. A DID allows you to have a number of a certain country without having a presence in that place and to dedicate it only for commercial purposes.

Cloud Services: This is a series of services that can be attached to SMS or Email and will serve as useful marketing tools.

Thanks to these services you will be able to attach: quality surveys, images and files (pdf, word, excel,…), presentations of services or products, etc.

Channel combinations to launch marketing campaigns

There are many possible combinations to work with these channels, so here are some ideas:

SMS + Email: It works perfectly when you notify a customer via SMS (sign up for a service, confirm appointments, reminders, etc) and warn them that you will send additional information or newsletter to their email address.

In this way we ensure that the customer receives all the necessary information and also avoid SPAM.

SMS + Text-To-Speech: If you need to make sure that a customer receives an important message, you have the opportunity to send him/her a SMS confirmation and an audible voice message (Text-To-Speech). The big advantage is that we can make sure that the customer receives the message on his mobile phone as well as on his landline.

Digital numbers (DID) for SMS sending: If you want to dedicate a number exclusively for professional work for sending and receiving answers from your customers, the perfect option is to enable a DID.

If your customers are from a particular country, you can also purchase a number for that country to build confidence.

Have you not yet started to use these channels in your campaigns or don’t know how to do it? We’ll show you around.

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Customer loyalty for your business

Loyalty is the foundation (and the objective) for achieving success in a marketing plan in a company or workplace. Below we will give you advice to implement in your strategies and, especially, to take into account if you want to achieve the loyalty of a customer.

Actions to be taken prior to the successful customer loyalty

  • Know your public well. You must be sure of what kind of performance indicators your target audience values more, and you must also emphasize on the improvement of the user experience.
  • Find your competitive advantage. Raise the question of which is your principal value and fully exploit it. At this point, you must try to differentiate yourself from the rest of your competitors.
  • What matters most is that the clients perceive that they are important for the company. To customize or personalize the customer service, the sales process, etc. will turn into an added value to your brand in order for a customer to be satisfied and become an ambassador of your brand.

KPIs to measure your customers’ experience

With the rise of the digital channel, attracting customers is 4 times more expensive than retaining an existing one. Based on data:

The indicators that you shouldn’t overlook when analyzing your KPIs are:

  • CPS (Customer Profitability Score). It is a KPI that measures the profitability of a client over a specific period. This indicator is really useful to rank their most profitable clients and to analyze which clients represent big losses for the company.
  • LTV (Life Time Value). This performance indicator is capable of measuring the profitability of the client over time.
  • NPS (Net Promoter Score). It’s a loyalty KPI capable of measuring the loyalty of a customer, forecasting their behavior when a certain action is performed.
  • Conversion Rate. It will allow you to know which potential users have become clients. Knowing this, you will be capable of interpreting what is it that your users are looking for, and what helps you achieve your final objective.
  • Customer Churn Rate. This indicator shows those clients who have stopped being a regular feature in our web so that you can be aware of the consumer defection and the motives.
  • Customer Satisfaction Index. Knowing the degree of satisfaction of your clients will allow you to make changes and modifications around your future strategies.

Gamification strategies

The gamification is the integration of the elements and of the game psychology in a non-game context, with the purpose of involving and justifying the consumers. The game produces a positive emotion, related to the achievement of objectives and to obtaining rewards.

Steps to follow to make clients faithful with the gamification:

  1. Segment your database all you can.
  2. Think, research, identify what can interest them
  3. Develop the game dynamics or lean on the gamification platforms that already offer you these ideas.
  4. Seek the engagement with your brand through social network and blogs.

Content that attracts clients and makes them faithful

To get qualifying hits you must take detailed care of the types of content that we post in our media (web, social network, blogs…).

What are qualifying hits?

It’s the people who are really interested in our message, our content, our products and services, in other words: users with which we can maintain a long-term mutually-beneficial relationship.

To be able to attract a potential client, and to try to make him faithful, there is a series of content that will help you achieve it:

  1. Images and pictures
  2. Video
  3. Presentations on Slideshare
  4. Computer graphics
  5. Whitepaper
  6. Newsletter

Inbound marketing to attract clients and make the faithful

Before deciding how to invest your money, stop to think at which stage is your brand and business.

Ask yourself if you have sufficient visibility to attract clients, or if, on the contrary, you find your enough at a time to increase the acquisition of leads and make your clients faithful.

Steps to Define a Basic Sales Process

To define a sales process that is profitable, successful and effective is challenging. Therefore, it is necessary to build a marketing flow that works, that is replicable and scalable as required by the company for the sale of greater volumes of products.

The sales process consists of a series of steps that aim to take the clients from the state of “prospect” to the state o “clients in the portfolio”.

Steps to define the process

  1. Review the successfully closed agreements

We must check the contracts or agreements that were closed successfully in order to reflect on it by making a series of questions:

  • Which ones were the steps to follow during the process?
  • Which ones were the contact points with the customer?
  • How long did the process last?
  • How long did it elapsed between each phase?
  1. Turn the observations into an example

Each sales process is different, but there are commonalities that can be distinguished that, although they may be a bit generic, are a good starting point. During this step, not-listed and relevant stages to the construction of this overarching framework should be included in the previous sections.

  1. Define actions to move the clients to the next stage

Our goal during this step is to figure out why the potential clients go from one stage of the process to another one. We must identify the reasons for the progress of the prospect.

  1. Replicable in time

One of the more important aspects to keep in mind is that the design of this process, although it delivers good results, will never be terminated. At first, after the research, some adjustments may be required due to unforeseen situations or exceptions that were not addressed. In the long term, the sales

team must find ways to work more efficiently, within the addressed framework for the process, that will evolve the sales process.

Measuring of the sales process

After answering the question “how to define a sales process?”, as the plan is implemented, it will be necessary to identify which are the key metrics that must be quantified at each stage.

Such questions may be asked:

  • How many prospects were achieved? How many were lost in a determined period of time?
  • Which is the average time spent by the potential clients in each stage?
  • In which sections can this process be accelerated?

These are the measurable basic aspects that can be found in the vast majority of sales teams. It is very likely that there are other specific metrics, according to each business line, that will be very useful for measuring the stages of the process, for identifying the success achieved, and for improving them.