Email marketing is the cornerstone of a good content marketing campaign. If it’s done right the ROI is one of the best in the industry. If done wrong it’s a colossal waste of time. Out of all the tips I am giving this week the two most important are to be consistent and to be useful. People should know when your email will be coming and they should know there will be at least one piece of new and useful content. That is how you build your list and how you prevent subscriber drop off. Here is an infographic with more tips for you.
Networking used to be all about the face to face meeting but oh how times have changed. While the in person networking is still the optimal way to go, technology has opened up new ways to network. Here is a list of my top 5 networking apps (find me on all of them if you like).
I can never stress the importance of networking enough so here comes another week full of tips and training. If you need some one-on-one coaching on this topic make sure to reach out. Your tip for today is to ask questions. Ask at least 3-4 questions for every bit of information you give out. “I help small businesses with their social media” What do you do?” What is your ideal client?” “What can I do today to help your business?” Networking is more about giving than receiving.
Just……don’t. That’s the short answer. I understand the desire to help but I see the use of charity being used as a sales tool more and more. If you want to help then help but don’t hide behind a charity to try and get more customers. It’s not good for your business and it’s bad for the charity.
In a study conducted in 2011 by marketing professor, Aradna Krishna found that people gave less money in direct donations to charities when they made cause-marketing purchases. “People may mentally assign their cause-marketing expenditure as their charitable giving,” Krishna said. She also found that cause-buying had a tendency to decrease happiness, probably because we realize that buying, say, a $40 necklace, is more self-serving than donating $40 directly.
More and more I see “10% of revenue will go to Charity X” and it is an obviously a ploy to get more clients and be seen as giving back. Studies show customers will switch brands if the brand loyalty isn’t too strong, the price is the same and one is giving to a charity and the other isn’t but those are a lot of variables. The most blatant example I have seen of trying to use charity for a business trying to benefit from charity giving was an MLM. They wanted people to buy their product then they would ship it down to the victims of Hurricane Harvey. That’s not charity, that’s commerce.
If your business wants the goodwill of giving back then do so without stipulations and want for reward. Give time, give money, give supplies but don’t sell. If you want to brand the giving go for it but that really isn’t the point. Ask yourself what the real motivation is behind what you are doing.
The numbers are in and traditional online marketing is out. There still may be a place for it in your marketing repertoire but if you aren’t looking at mobile marketing you are already behind the curve. A study by Pew Research center found that 45% of young adults do most of their internet browsing on their smartphones and ComScore found that 70% of digital media time is on mobile devices. Of course, these numbers get bigger every quarter so the trend is crystal clear, get mobile or go home.
Mobile marketing isn’t just about making websites mobile friendly anymore. Of course a mobile friendly site is the baseline and shouldn’t be overlooked but mobile marketing is so much more.
Why use email when texting is more effective? Research has shown that 98% of SMS messages are opened and they have a response rate of 45%. Email marketing has an open rate of 28-33% with a response rate of 6%. Some more people look at your message and more people respond, it’s a win win for marketers.
Mobile First Design
Most marketers are still stuck on clicking ads to get responses but phones can do so much more. Swipe to save, tilt to see more, pinch to respond, take a picture to see out filter. These are just a few of the options. What about camera enabled features in real time? People can literally find savings in your location. When you think about the phones functions over the web functionality the possibilities that open up are vast.
In App Advertising
Apps are already becoming a bit cliché but there is still potential here. In a survey of app game players, it was found that 67% of them said that they believed they should be offered a reward in return for watching or engaging with a mobile ads and videos. They also feel more positive about companies that provide these awards and the click through rate for such ads improves by 300%.
Location Based Ads
Deliver a coupon as a customer walks by your store. Direct customers to your store when they approach a competitor that had closed. Deliver an online offer when a customer walks into a competing store! Location based advertising is picking up steam. It’s been around since 2002 but marketers are just starting to get the hang of it. Make sure you aren’t left behind and are losing customers to marketing techniques you didn’t even know about.
To be honest, online marketing isn’t going away anytime soon. All of the online marketing systems I discount as inferior have their place in a properly run marketing campaign but you need to be aware the landscape is changing. Make sure you keep up with the trends.
Some of you found my site through a link on your phone. How did I do that? There is a new marketing tool out there called Asirvia which uses proximity advertising to deliver messages to people near me. It’s easy to stop such messages and isn’t intrusive but can be a huge benefit to those who network a lot (like me) or have a location they are trying to generate engagement at. Imagine if your customers got a coupon for just walking by your storefront or 30% of the people at a networking event got a link to your website even if they haven’t met you yet. It is a powerful tool and is getting results for me (and I’m not even an ideal case). Check it out for yourself. Warning, they used an MLM model for their distribution but I am not signed up for that part, I just wanted the device. The compensation looks sketchy and they have unrealistic numbers for how to get paid. My advice is to use the gadget and leave the “unlimited earning potential” alone.
YOU DON’T! Purchasing an email list is a bad idea as well as a waste of money. You don’t have control of how many others have used the same list, who is on it or even how many emails are still valid. A purchased email list can wreck your email marketing campaign before it even gets started. Here are 8 reasons to NEVER purchase and email list.