Digital Marketing, Online Marketing, Web Marketing. There are so many phrases used to describe what essentially is utilizing the internet, social media, websites etc. to market you business and bring in new customers. This is a huge field full of a massive amount of information and we will be covering different aspects in future posts. Today however, let’s cover a handful of basic concepts that will get you started on the road to marketing your business online.
- Really get to know your customers and potential customers. With the internet and social media giving you so many ways to segment and specify your marketing tools, it really helps to know what drives your current and potential customers and clients. What will make them stop and take a look at one of your ads or one of your blog / social media posts.
- Write engaging topics, not just hard sell. This is SO VERY IMPORTANT! I see failures around this tip all the time. People are burned out on hard sell all the time. Your potential new customers and clients want to get to know you. They want a peek inside your business, your life, your interests etc. As we have mentioned in previous posts, a good rule of thumb is to make your content about 10% – 20% selling and 80% – 90% engagement. This doesn’t sharing what you had for breakfast with your audience but perhaps you visited an industry related event over the weekend or purchased a new piece of equipment for your business. This may make for an interesting blog or social media post for your followers and they may also appreciate a look at the “personal” side of your office or studio!
- Make sure you include SEO (Search Engine Optimization) services into your campaign and understand that you should be in this for the long haul. Any authentic, organic online marketing campaign will take time to bring you back sustainable results. Search Engine Optimzation (SEO) is a fantastic, solid way to help bring your business and your website more visitors, which translates to more potential customers and clients. SEO is a long term prospect and you need to know that going in. Any company that claims they can guarantee you front page results on Google SERPs (Search Engine Results Pages) in days or weeks is either using an unsustainable, artificial means to boost your presence or is just flat out lying to you. SEO takes time, but it is very much worth it.
- Keep your brand consistent. Sure you want to create eye catching ad campaigns with lots of engaging visuals, but make sure to keep your brand visible and consistence so that your viewers know immediately who the content is coming from. We have all had those instances where we see a visually stunning ad campaign only to realize we have no idea who or what is being marketed!
- Don’t be afraid to try new things! As I have told my clients, online marketing is different from designing and printing 10,000 direct mail pieces. Once they are printed, that’s it! With online marketing you can try something and if it doesn’t work, just adjust it and try again!
That should be a good jumping off place. As always, if you have any questions or would like more information, just contact us at any time
Skip & Sandy
Well the short answer is yes, absolutely! Email newsletters are one of the easiest marketing tools to use, however they can be one of the toughest to do correctly.
Let’s begin with a short definition so we are all on the same page regarding what we are talking about. An email newsletter is used to inform people who subscribe to it about announcements, new products & services and promotions (some promotions can be specific to newsletter subscribers only).
Email newsletters are very effective tools for keeping subscribers “in the know”, offering specific deals, promotions etc. and keeping your brand name fresh in people’s minds. I have had more than one client mention that they chose to work with me because I was persistent (in a good way!) and kept in touch with them until they were ready to pull the trigger on their project.
Here are some quick tips to help you navigate the world of email marketing more effectively.
- Choose a focus for your newsletter. For example, my fiance’ Sandy has a jewelry design business called Dancing Goddess Designs. Her newsletters typically focus on either a specific type of jewelry or specific sets for special occasions, holidays, seasons etc. Try to focus on one aspect of your business in each newsletter or, better yet, most email newsletter providers will let you segment your contacts into different subject specific lists so that you can target specific newsletters to specific audiences. Also, keep in mind that your newsletter content should be approximately 80-90% educational (to engage your audience) and 10-20% promotional (hard selling). People will get turned off quickly if all you do is send out emails trying to get people to buy things.
- Your subject lines are a valuable tool! Receiving an email with the subject line “Our Email Newsletter” is not really going to entice anyone to open it. On the other hand, a subject line that reads “5 Sure Fire Tips To Grow Your Social Media Audience” is a much more effective and immediate call to action. Don’t be afraid to keep your subject lines fresh and exciting and don’t fall into the trap of assuming people will open every email just because the subscribed to you.
- Prioritize your CTAs! (bet that got your attention!). A CTA is a “Call To Action” and it’s nothing more then asking your readers to do something specific: “Click Here Now!”, “Read Our Reviews”, “Purchase Today!” etc. Now odds are you are going to have multiple CTAs on any given newsletter, but you would do well to pick one of them and give it priority over the rest. Pick the CTA you want most people to act on and put it high up on the page, bold, colorful and attention getting. Make SURE everyone who opens that email sees it first! Sure they may see the other CTAs as well but you want to make sure as many people as possible act on the primary. This focuses people’s attention and keeps them from seeing a list of equally weighted CTAs which may turn them off by presenting too many at a time.
- Minimal is GOOD. Oh did it take me awhile to learn this! As a creative, I want things to be eye catching, colorful, over-the-top, FABULOUS!!! In the world of email newsletters however, restraint is king! Keep your designs simple but effective. Keep your content to blurbs and excerpts with external links to “read the full story” if necessary. People have to wade through mountains of emails every day and they are going to want their information to be presented in neat, digestible, easy to navigate chunks. Small portion enticement is far more effective than a full course meal WITH dessert! (how did I get off on a food tangent there??)
There are, of course, many other tips, tricks and strategies that can be leveraged when thinking about email newsletters. This however, is a great place to start.
As always, if you have any questions about what you’ve read in our blog posts, please feel free to contact us so we can discuss it with you and find out how Shadowbend Studios can be of service!
Skip & Sandy