ust when you thought Zoho Writer couldn't get any better (i.e the bulked up mail carrier, it's integration with WordPress and the new iOS and Android apps), it does. Zoho just announced two additional document formatting options to help make Writer adapt better to the way you work. Here is a summary of those enhancements.

Collaborative code snippet

Identified from the expressed need of Developers, Zoho has now introduced a code integration tool with Writer. Previously, Developers were inserting their code into documents and then using the comments tool to discuss it, while others would just use it to document their code. Based off of this, Zoho now works in 13 common coding languages (C to Swift, etc.) and combines this with Writer's full-featured word processing capabilities. This integration now allows users to access their knowledge base on the cloud, from any device and from any location.

Quotes

In addition to the Collaborative code snippet, Zoho has also introduced an easier way to insert quotes or excerpts from your favourite writers, and quickly give it a style that stands out.  Default paragraph styles in Writer (Heading 1, Heading 2 etc.) now have a new Quote option, and it’s compatible with MS Word, creating some graceful and simple quote designs for to use.

Tap into the power of referrals

Make the most of your database of happy customers by rewarding them when they refer a new customer. Recognize your customers who bring the most value; this is the select group of your customers that not only contributes most to your sales but also provide quality referrals. Now, develop targeted marketing campaigns, with incentives, for this group of people.

Use SEO tactics effectively

Nearly 90% of all consumers begin their purchase cycle by finding out about the product or service they need on Google. SEO can help improve the visibility of your website on Google and other search engines. Using the right keywords, especially those that might have been ignored by your competitors, can place you in the top listings on search engines. That way, when a lead is looking for a product or service you offer, your business is the first option they find.

Offer a sneak peek with informative webinars

Connecting with prospects is a great way to foster productive engagement and improve sales potential. Webinars enable you to discuss relevant information with customers and answer their queries immediately. They allow you to present slideshows as well as chat live with your leads. Using webinars as a lead-gen tool can help you instill trust and build a rapport with the lead at the start of the cycle, cost-effectively.

Outsource the lead-gen responsibility

Many marketers find it worthwhile to engage an agency that focuses on lead generation strategies. These agencies act as vendors, helping a marketing team run campaigns, and supply the number of leads that a business requires for a fee. Additionally, you can buy prospect lists that fit your target customer profile.

Many marketers share great content in various forms but fail to use it to drive sales. Creating captivating content through blogs, eBooks, website pages and other content-driven communication tools must be supported by measurable ways of converting your readers into leads. 

With a huge surge in the popularity of video over the past decade, one that is easy enough to understand given the move from desktop to mobile computing, investing in generating video content that is informative and accountable is almost a necessity today.1 The right mix of content will not only bring in more leads but also educate them about the category in which you play. Convert the audience that consumes your content into leads through compelling CTAs, opt-ins, newsletters and gated landing pages for content downloads.

At the early stages of your business, competition is extra important to watch. It is one of your best avenues for learning. Competition is a healthy reality of business and can provide vital lessons from the industry that can lead to consistent improvement in products and services. Stay on top of the key moves your main competitors are making. If a strategy works well for an established player, a variation on the theme might be worth considering.

Automate Your Social Media Marketing

Though highly effective, social media can be time-consuming since it’s ‘on’ 24/7. Take advantage of social media automation tools (like Zoho Social), and services, to help you increase your pool of followers, schedule content at times that are most effective, devise formulas, and more. However, remember to keep your content engaging and relevant to your audience.

Don’t be Afraid to Experiment

Consumers quickly tire when they are told about the same offering, in the same way, using the same media. Try different online and offline promotion techniques to reach your target market and increase conversions. The right promotional mix can boost your sales relatively soon while building enduring relationships with customers over time. Even simple changes to your messaging strategy (testing more than one message on social channels for example) can appeal more to your audience, and drive sales.

#1 - Cost of retention versus cost of acquisition

While gaining new customers could be extremely motivating, nurturing your brand’s relationship with existing customers is far more financially rewarding. Studies reveal that the cost of retaining existing customers can be up to seven times lower than the cost of acquiring new customers.2 Marketing to existing customers reduces costs by eliminating a significant chunk of business development expenses.

#2 - Reduced marketing efforts

As your existing customers have already experienced your brand, your team must devise strategies to build the loyalty of these customers to promote repeated purchases. This can be done by using targeted strategies such as loyalty cards, direct mail and subscriptions much of which also lend themselves well to automation.

#3 - Clearly defined target customers = more effective communication

When your business is frequented by the same set of customers, you can make fairly specific inferences about the groups of people that you cater to. This will help you customize your marketing to deliver exactly the kind of messaging customers would like to hear at different points of the in their purchasing cycle. You can then employ automated stay-in-touch strategies using the segmentation of existing customers within your CRM, which is automatically two-way synced with the mass emailing automation process. Smart automation would intuitively send the first email in a series to a new customer while sending the 55^th email within the series to a different customer who might’ve been around for a while.

#4 - Word of mouth publicity

#1 - When does the lead require your service or product?

A prospect’s sense of urgency is the biggest guarantee of lead conversion. If your offering caters to a current and critical need of the prospect, they will not hesitate to spend their money. If you are unsure of when a prospective customer needs what you offer, start by finding out. Knowing where they are in their purchase journey will help you estimate the likelihood of a conversion.

#2 - Why are they buying your offering and what made them consider you as a vendor?

Knowing your lead’s reason to purchase your offering can help you market more effectively. Knowing the key aspects that the prospect is looking for in a vendor can also help you customize your sales approach and seal the deal quickly. Understanding their pain points can help your team offer the appropriate solutions to prompt the lead to make the purchase sooner.

#3 - Does your offering fit within the prospect’s budget?

Spending time on a lead that cannot afford your goods and services is highly unproductive.Knowing how much the prospect is looking to spend will help your team offer only the solutions that fit the prospective customer’s budget. When a customer doesn’t feel like they are being upsold, it builds trust and a greater likelihood of conversion.

#4 - Who is making the decision?  

When selling, it is essential to know who will make the final purchase decision. Any of your team’s time and effort spent on anyone other than the key decision maker is likely wasted. While it is true that in a corporate environment it’s best to follow the hierarchy, your team can shorten the purchase time by reaching the key decision maker sooner by building relationships along the way.

#5 - Why are they considering you and are they looking at your competitors?