Small Tech Tools Have a Greater Impact


Growth Marketer Nicholas Scalice discusses tools and strategies to help marketers increase customer retention rate, provide personalisation and more

“Get on TikTok if you can. I know it’s not available in all countries, but if you have it, this is where all of the engagement seems to be headed. Look for trends, post content, follow the influencers in your space, and you’ll be able to stay a step ahead of the competition,” said Nicholas Scalice, Founder and Growth Marketer, Earnworthy.

With strong opinions on data storytelling, a soft corner for AI-powered marketing copywriting tools, and creating newsletters for customer retention, Scalice is also the host of a marketing technology podcast, Growth Marketing Toolbox. Here he discusses several marketing trends that can help brands stay ahead of the competition and increase customer retention.

Excerpts from the interview

What role can data storytelling play in a brand’s marketing strategy?

Data is the lifeblood of any great marketer. But we often focus too much on quantitative data and not enough on qualitative data. I think we need both, if we want to create a true data story. I like tools such as Hotjar, Smartlook, and one-on-one interviews to help gather qualitative data that can help tell that story.

The qualitative data is where the real conversion optimisation magic happens. For example, knowing how many people visited a page is not very actionable. But knowing that they visited, browsed around, and clicked on a few elements then left without taking further action can be very useful for helping identify patterns of behaviour that can help improve the page.

What latest tech would you recommend brands add to their martech stack?

AI-powered copywriting tools are a must-have these days. My favourite is Jasper (formally Jarvis). It has saved me so much time when coming up with ideas for headlines and ads. It is my secret copywriting weapon.

There are dozens of tools and templates in the platform, from sentence expanders, headline writers and copywriting frameworks to even entire blog post outline generators. It’s one of the most valuable tools in my marketing toolkit.

Another tool I recommend every marketer take a look at is AI-powered data intelligence platforms. My favourite is Jepto. It can detect anomalies in your Google analytics or ad account data, and alert you.

What strategies can brands use to help with customer retention?

Have a newsletter. But not just a boring “see our latest updates” newsletter. Focus on something that your audience cares about. Tips, tricks, fun stuff, cool ideas, questions and answers – anything that gets people excited about the niche you’re in. Send it regularly, either weekly or monthly, which can seriously help with retention and brand affinity.

I started a newsletter in early 2021, and it was one of the best decisions I made. While it takes a lot of work, the feedback I’ve received from my audience of marketers and business owners has made it worth the effort. The best part about a newsletter is that it doesn’t require a fancy website or huge expenses. Just pick an email platform and start writing something useful. Make sure you focus on a niche!

Can tech tools help a company drive higher CLV?

Yes. From a tactical standpoint, by implementing smart marketing automation systems such as ActiveCampaign, you can remain top-of-mind for your customers, thereby driving more revenue over time. Another idea is to utilise upsells and cross-sells to drive higher total cart values at the point of purchase.

Also, tools can help you gather more personalised information from your customers, which in turn allows you to further personalise your future marketing efforts.

Keeping an eye on the data is one thing, and sure, tools can help with this, but I still think it’s important to have great customer service, a great product, and just an overall pleasant purchase experience. Because without these things, all the technology in the world can’t save you.

What advice would you give marketers to stay ahead of the competition?

Get on TikTok if you can. I know it’s not available in all countries, but if you have it, this is where all of the engagement seems to be headed. Look for trends, post content, follow the influencers in your space, and you’ll be able to stay a step ahead of the competition.

I was able to build a 10k highly-targeted audience organically within just a few months, simply by posting one to two times per day with useful and entertaining content related to marketing. Many folks have done much better than this, so the opportunities are limitless. If you’re still wasting time trying to build your organic following on Facebook or Instagram, you’re missing out on the best channel right now.

Another tip to help you stay ahead of the competition is always to have a testing ground of your own, so you can try out the new things you hear about. Maybe this is a blog, or a newsletter, or something else, but whatever it is, it’s your place to test new trends and tactics firsthand.

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