Maximize Your e-Adoption Results with a Regular Marketing Cadence

One of the most effective marketing tools you can keep in your arsenal is consistent communication. When planning for a new fiscal year, you’ll want to ensure your marketing budget is equipped to handle ongoing marketing throughout the year. This month, we’ll discuss how to keep your marketing efforts consistent to build strong relationships with your customers and increase your overall online payments.

Why It Matters

Marketing on a regular cadence is important for many reasons.

Your customers won’t always act the first time you relay the benefits of paying online.
Often customers will need to see a message several times before deciding to pay online or enroll in AutoPay or paperless billing.
Adhering to a regular marketing calendar also helps build trust with your customers, making them more likely to take actions (such as enrolling in AutoPay or paperless billing) that save you time and resources.
Your customer base is always changing. Consistent marketing helps ensure you’re reaching new customers or new community members right away.

How to Get Started

Being consistent with your marketing doesn’t have to be expensive or complicated. Here are a few marketing efforts that are quick to implement and keep your messaging turbo charged throughout the year.

Invoice messages – Adding a “Pay this bill online at www.yourwebsite.com” message to your invoice is the best way to show customers where to pay their bill. If you can add a second message about AutoPay or paperless billing, that’s even better!
Social media – Social media posts are a quick and free way to reach many of your customers. You can make it even easier by using ready-made templates from our Marketing Resource Center.
Envelope teasers – A graphic and message on the outside of your invoice envelope is a great way to reach customers even if they don’t open their mail. If you use a third-party printer to print your return address on envelopes, printers can often add an envelope teaser for no additional cost.
Posters/office signage – Display a few posters around your office to reach customers who stop by to pay in-person. Using templates from our Marketing Resource Center and printing on your office copier makes this option quick and inexpensive. You can also hang posters in community centers or other high traffic areas to reach even more customers.
Website content – Make sure your website is optimized for online payments by displaying your payment button prominently and listing all payment options with the electronic options listed first.

After you’ve implemented some quick, budget-friendly communications, we recommend scheduling additional marketing efforts throughout the year that require a bit more planning and space in your budget. For example, adding a bill insert or a postcard to your marketing routine every 3-6 months will draw more attention and highlight options and features you’d like to promote.

To help you get started building your own marketing communications plan, we’ve created a sample marketing plan you can view here.

You can find templates for the marketing collateral mentioned above in our Marketing Resource Center.

Need access to the Marketing Resource Center? Email us at billermarketing@invoicecloud.net.