6 Simple Steps to Create Wonderful Email Marketing Campaigns

6 Simple Steps to Create Wonderful Email Marketing Campaigns

Why should your organization be interested in developing email marketing campaigns? According to CampaignMonitor.com there are 3 times as many email accounts than Facebook & Twitter accounts combined, and email is 6 times more likely to get a click-through than Twitter.

Here are the steps that will help you establish a great email marketing campaign:

1.       Establish your goals

But before jumping in head first and starting your first email marketing campaign, it’s worth taking a minute to think about your goals and what you really want to achieve. Who do you want to target, what content should you include and how will you measure success of the campaign? The key to establishing the correct goals for your email marketing initiative is to align them with your company’s wider marketing goals & KPIs. Is the goal to drive new signups for your product? New leads for your sales team? More attendees for your event? Or more donations for your charitable cause.

Email marketing is the single most powerful channel to reach your audience, and it can be used to achieve a number of different objectives, so it’s worth spending some time thinking about what you want to achieve with it before rushing in.

2. Build your email/target list

Now that you have established your goals and what you want to achieve from email marketing, it’s time to build your email list so you can start sending campaigns that those goals. There are a couple of different ways you can build your email list, but the right method for each campaign really depends on the goals you establish in Step 1.

Import a list of contacts

If you plan to use email to keep in touch with existing customers and prospects on your database, then your email list can be built largely by importing your existing customers and prospects details into your chosen email marketing tool. Before you import any contacts though, ensure you have adequate permission to email these subscribers.

Build a new list from scratch

If you plan to use email to communicate with an audience whose email address you might not have yet, then you’ll need to start capturing email addresses and building your list from scratch.

3. Select the type of email marketing campaigns you want to send

There are a number of different types of email campaigns you can send to subscribers, and the type you choose really depends on the goals you have already established. Here are some of the different campaigns that can help you achieve your email marketing goals.

Newsletter

An email newsletter is a regularly distributed email campaign that is generally about one main topic of interest. If your goal is to keep in touch with a list of people you already know (i.e. existing customers), then a newsletter is the perfect type of campaign to send. It will keep your business and your products top of mind and drive people back to your website.

Marketing Offer

A marketing offer email is essentially any campaign you send with the goal of driving a direct response. This can take several different forms, including:

  • A campaign showcasing some of the latest stock and encouraging people to purchase
  • A campaign offering a discount or special promotion on your products or services.

The marketing offer email is effective if your goal with email is to directly drive sales. It presents a product or discount offer and includes a direct call to action for people to click-through to your website and make a purchase.

Announcement

An announcement campaign is an email sent to your subscribers announcing a new product, feature, or service

Event Invitation

An event invitation email is a campaign designed to increase awareness of your event and encourage people to attend. It should list date, time and venue of event and encourage your audience to RSVP with their details.

4. Ensure your email marketing campaign is relevant to every subscriber

According to research, campaigns that are sent to segmented lists and contain relevant information can achieve up to a 760% increase in revenue from email. So instead of sending one campaign to everyone, you should segment your lists and send relevant offers and content to each unique segment.

5. Make it easy to convert

To drive your subscribers to click through from your email campaigns, you must make it as easy as possible for them to do so. According to CampaignMonitor.com 41% of email opens are happening on mobile devices, so if your campaigns aren’t optimized across all devices, then there’s a good chance you’re making it unnecessarily difficult for your subscribers to convert.

6. Measure the results

There are two places through which you can track the success of your email marketing campaigns: Your email marketing tool and your website analytics tool (such as Google Analytics). The reports section of your email marketing tool is the place to go to understand how people interacted with your email campaigns. Metrics to be measured should include number of unique opens, number of bounces, number of emails opened, click through rate, unsubscribe rate and shares.

These metrics give you a high-level overview of how your subscribers are interacting with your email marketing campaigns and allow you to compare the success of one campaign to another. Once you’ve spent some time analysing how people interacted with your email campaign, you can take it a step further and look at what happened after they clicked through to your website.

If you would like help with starting or improving your email marketing campaigns, contact us today here.

Social Media Tips for B2B Marketers

Social Media Tips for B2B Marketers

Social Media Tips for B2B Marketers

In a previous post Social Media for Business – which platforms work best? we outlined which social media platforms get the best results for B2B Marketers and why. In this post we would like to expand on this and outline some tips on how B2B Marketers should use these platforms.

 

Facebook Social Media Tips

According to Pardot Facebook’s algorithm for distributing content among followers includes more than 100,000 factors, including how often someone posts, how individuals interact with followers, the type of content, when it’s posted, and many more. The only real way to win the algorithm battle for brands is to post quality, shareable content that adds value to a follower’s timeline. Provide tips and tricks for your audience to help them drive more leads and sales. Also, videos posted natively will continue getting higher organic reach than video links posted from other social media platforms like Twitter, YouTube, Vimeo, and others

Tips:

·         Post content around company updates, new products or special offers

·         Use live video to show products and team

·         Post infographics on both product information and general fun

·         Balance content between promotional and non-promotional items

·         Share relevant industry specific articles that would be of interest to your audience

·         Show off your team and your company culture

·         Remember potential employees will more than likely check out your Facebook page before attending an interview

 

 

Twitter Social Media Tips

Twitter is a great platform for organizations to communicate to their followers in real time announcing company updates, new products and events using short pieces of content. Twitter is also a great place for you to establish yourself as a subject matter expert in your industry by posting links to relevant industry-related content, as well as your own content, which provides value to your followers

Tips:

·         Post vibrant images and video with text to standout in the Twitter timeline

·         Use relevant hashtags (#) to highlight area of interest

·         Engage with audience, partners and influencers using @TwitterHandles

·         Post links to events that your organization will be attending or supporting

·         Post links to press releases and blogposts

·         Retweet and Like customers and partners posts where relevant

·         Post 3rd party industry specific content that will show you as a knowledge leader in your field

.

 

 

LinkedIn Social Media Tips

LinkedIn is still the social media network for businesses and professionals. For B2B marketers, there’s not a better place for you to connect with your customers, and to confirm yourself as a subject matter expert or a knowledge leader. Graphics, quotes, and informative content perform very well on the platform and are very shareable. B2B marketers can and should use this to their advantage by providing as much valuable content as possible on a daily basis.

Tips:

·         Post content that established you and your organization as knowledge leaders in your field

·         Connect with like minded industry people and peers

·         Do not try to sell when establishing new connections

·         Highlight events you will be attending or hosting (tradeshows, presentations, webinars…)

·         Post company updates, new product releases, new partnerships, new appointments…

·         Post tips, tricks and how to guides on your products and solutions

·         Use platform to announce new vacancies at your organization and encourage your connections to share

 

 

Instagram Social Media Tips

Instagram continues to drive massive engagement for marketers and brands, as it tell its story via photos and videos. In 2016, Instagram launched “Instagram Live,” which gives users the ability to livestream from within the app. Most recently, Instagram opened up the ability for users to add up to 10 photos or videos in a single Instagram post. Instagram remains a great place for brands and companies to be, and should be included in your daily social media postings.

Tips:

·         Share behind the scenes look at your office or how your products are made on Instagram Stories or Instagram Live

·         Engage with customers and fans who post videos or photos of your products

·         Thank customers for posting photos of your products

·         Post fewer stock photos and more real photos of your team, products and solutions

·         Use new Instagram feature that allows you to post multiple photos and videos from an event your organization recently held or attended

 

 

Social Listening.

 Now that you have your social media accounts setup, one of the greatest tools available to marketers leveraging social media is social listening. Social listening is using commonly available tools to uncover and identify conversations that include your brand or company. This can be done as easily as using Facebook or Twitter’s native search functions, as well as Google and other search engines. There are also social-specific tools like Sprout Social, Hootsuite, and TweetDeck. Leveraging these tools to uncover customer service issues, conversations you should be a part of, and other opportunities for you to engage with current and potential customers is a very good reason you should make social listening an important part of your social media strategy. Search for usage of your brand’s name and company’s name, as well as product names. Also, search for opportunities to join conversations around your industry from people asking about features or advantages of your industry.

 

Do you know your B2B from your B2C, your ROI from your KPI, your SaaS from your API – today’s most popular Business Acronyms explained.

Do you know your B2B from your B2C, your ROI from your KPI, your SaaS from your API – today’s most popular Business Acronyms explained.

In today’s world of brevity and shortening everything possible, business acronyms have become very popular in all forms of communication. What started out predominantly on social channels, especially Twitter with it’s original limit of 140 characters for communication, has now made its way into broad stream business communications.

 

Here is a list of the most popular business acronyms according to Sprout Social and what they mean:

API: An “application programming interface” is a set of rules for how pieces of different software applications interact and integrate with each other.

B2B: This “business to business” label refers to companies that are selling to other companies.

B2C: Whereas the “business to consumer” outlines a company that is selling to individuals.

CMS: A “content management system” is a tool used for editing, scheduling and publishing any written material for online purposes.

CPC: The “cost per click” is the amount of money an advertiser pays for every person who clicks on their online ad.

CR: The “conversion rate” is a simple equation: the number of people who take an action divided by the number who could have.

CTA: A “call to action” is a statement that asks the reader to do something, e.g. fill out a form to download a whitepaper.

CTR: The “clickthrough rate” is a particular type of conversion rate where the action in question is clicking on a link.

HTML: Stands for “Hypertext Markup Language.” It’s the coding language used to build all webpages.

KPI: A “key performance indicator” is a metric your business uses to measure success in achieving goals.

ISP: Your “Internet service provider” is the company powering your Internet service.

PM: “Private message” is the more general term for any one-on-one communication that’s not visible to the public. It also includes DMs – Direct Messages.

PPC: “Pay per click” is a metric for advertising costs that’s the same as CPC.

ROI: “Return on investment” measures the money you make in relation to the money you spent to make it.

SaaS: This is an abbreviation for “software as a service,” it is where 3rd party providers make their software available to users over the internet. It general works on a ‘pay as you use’ model. Business acronyms using as a service are becoming widespread.

SEM: “Search engine marketing” is how businesses leverage search engines for marketing purposes.

SEO: “Search engine optimization” is a form of SEM. It refers to the choices you make in your written content that are designed to make sure that your creations appear high in the rankings of the correct search terms.

UI: The “user interface” is the display that a person uses to control a software tool.

UX: The “user experience” is a person’s response and reaction to taking actions within a tool.

UGC: The term “user generated content” encompasses any written or visual material that the individuals using a platform create, from comments or blog posts, to photos or video clips.

To avoid FOMO on how your business should be performing IRL please contact RML Marketing & Business Development Solutions today as YOLO!!

Blockchain Marketing – Get Paid to Perform a Search!

Blockchain Marketing – Get Paid to Perform a Search!

Blockchain Marketing

Blockchain described here in a previous post is a data base or ledger that allows information to be stored and distributed, but not to be changed or copied. It is decentralized and is the sole system of record for any given transaction or set of agreed transactions.

Blockchain marketing, though yet in its infancy, has the potential to disrupt the search engine and online advertising industry (PPC, SEM, Banner Ads, etc..) because it will remove the need for third party platforms such as Google or Facebook. Currently businesses use these platforms to place ads and target potential customers. These platforms gain a great amount of personal data from the customer (person who performs the search) plus a huge revenue stream from the businesses that advertise. However, this may all be about to change. Blockchain marketing companies are focusing their efforts on search-data privacy, giving users full control over their data.

Get Paid to Search!

When users perform a search using blockchain marketing technology, they can select the amount of data they want to be released to advertisers. Then, unlike what happens with other digital marketing services, users can be compensated for their data. So, instead of a third party selling your data to advertisers, you’re selling it to them directly – yourself, and being rewarded with cryptocurrency or tokens.

According to Entrepreneur Magazine one such emerging blockchain marketing company is Bitclave. BitClave’s search engine uses Ethereum blockchain technology and eliminates the need for third party online advertising platforms, creating a direct connection between potential customers and businesses. This is the hallmark of blockchain technology, i.e. it eliminates the need for third parties in all transactions.

100% Data Accuracy for Marketer

Another benefit to the marketer/advertiser is that blockchain can verify that every user is genuine with 100 percent accuracy and therefore the advertiser is only charged for genuine clicks through to their site. Blockchain potentially presents a big threat to Google and Facebook’s future advertising revenues.

For help with your marketing or online advertising requirements contact RML Marketing & Business Development Solutions today.

Ask “Siri” and “Alexa”: 4 Things To Prepare For Voice Recognition Marketing.

Ask “Siri” and “Alexa”: 4 Things To Prepare For Voice Recognition Marketing.

A fundamental change is coming in how consumers will engage with content, commerce and advertising, driven largely by the rapid growth in AI-enabled voice recognition devices such as Amazon Echo, Apple HomePod and Google Home. 

The interface is simple, to start you just trigger word – “OK, Google”, “Alexa” (Amazon) or “Siri” (Apple) – ask a question and get a response. Welcome to a future where your voice is the main signal for all your search and shopping functions.

ComScore predicts that 50% of all searches will be done through voice recognition devices by 2020, thus one can see why Marketers are keen to get their products recognized by Alexa or Siri. But how will voice recognition search work on these devices? It is believed that Alexa will query several resources available, including Bing, Yelp and a database of enabled Skills, including WebMD for medical queries. Having your solutions or products promoted/listed in Google Answer Box is also believed to be highly effective for them to be picked up by these voice recognition devices.

What Should Marketers Focus On To Get The Most Out Of Voice Triggered Search?

 

Voice Recognition Language

Using voice only, marketers will not be able to provide mouth watering images of products, environment, promotion models etc., but instead will have to concentrate heavily on script and language to enable these mental images and emotional responses.

Search & Key Words

Again, using voice only search, consumers search queries will be slightly different in conversation than those they would use if they had to type the search into a keyboard. Marketers will need to make sure their key words and key phrases match more closely conversational searches than those which are typed.

Consumer Memory

Research has shown that audio alone is less successful than audio and visual combined. Marketers will need to build in music, sound effects and branded tones to be strategically aligned to help drive lasting memories with consumers.

Structured Data

Structured data from within your website becomes more important because it is one of the signals used to power the search results or direct answers. Using structured data will help voice recognition search engines crawl your data more efficiently.

 

If you would like assistance to help your organization prepare for better search results from voice recognition devices and bots such as Siri and Alexa, contact RML Marketing & Business Development Solutions today.

Social Media for Business – which platforms work best?

Social Media for Business – which platforms work best?

Social media for business has become a very important marketing tool, offering organizations opportunities to increase brand awareness, run targeted campaigns, increase leads and build community relationships.

Like everything in life, not all social media platforms are equal; some will appeal to B2C markets, others to B2B organizations, some to younger generations, others to more mature audiences and so on.

Here is a brief list of some of the popular Social Media platforms used in business today and to which types of business they may most appeal:

SOCIAL MEDIA FOR BUSINESS

 

1. TWITTER

 

What is it?

Twitter is an online news and social networking service where users can post and interact with messages called “tweets”. Until recently a tweet was limited to 140 characters, however, Twitter has just recently doubled this limit to 280 characters.

What type of business is it suitable for?

Twitter is suitable to all businesses from the Sole Trader to the Multinational Corporation.

What should it be used for?

Organizations should use Twitter to highlight upcoming events, new product launches, important company announcements, customer service and much more. Due to its brevity, you can ‘link’ your tweet to a web page with much more detailed information, you can shorten the web page link address for your tweet by using services such as bit.ly and goo.gl. A great Beginners Guide on how to use Twitter has recently been published by WebClare.

When to use?

Businesses should post on and interact with their Twitter accounts on a daily basis.

2. LINKEDIN

 

What is it?

LinkedIn is a business oriented, professional networking social media service.

What type of business is it suitable for?

LinkedIn is one of the most popular social media for business platforms and is primarily suitable for businesses that operate in B2B (business to business) marketplaces and Recruitment.

What should it be used for?

Description of company and services provided, individual’s professional profile, new job postings, company and product announcements, highlighting upcoming events. LinkedIn prioritizes relationship building amongst members, do not lead with a sales pitch to a new connection, but rather build a relationship built on mutual interests or industry sectors.

When to use?

LinkedIn should not be over used as your connections may view this as spam. Posting a couple of times a week may be sufficient. As well as posting on your company’s profile you can also post on relevant LinkedIn user groups for a wider audience reach.

3. FACEBOOK

 

What is it?

Facebook is a popular free social networking website that allows registered users and businesses to create profiles, upload photos and videos and post messages. With over 1.6 Billion active users worldwide, it is the world’s most popular social media platform.

What type of business is it suitable for?

Like Twitter, Facebook is suitable for all.

What should it be used for?

Facebook can be used for increased brand exposure, targeted offers, communication platform, building a loyal brand following and community. As part of your social media for business strategy your organization can use Facebook Ads to target selected demographics, geographical locations and much more. The Marketing Crowd offer wonderful courses on best practices for Facebook Marketing

When to use?

Post on a daily basis. Try to make posts interesting and encourage audience participation, including likes, comments and shares.

4. INSTAGRAM

 

What is it?

Instagram is an internet based photo sharing application that allows users and businesses to share pictures and videos on their accounts.

What type of business is it suitable for?

Luxury brands, fashion, food and lifestyle product companies.

What should it be used for?

Sharing visual content and short videos. By using the same filters consistently your organization or brand can establish a style that will become instantly recognizable to your followers. Using appropriate #hashtags is also very popular on Instagram.

When to use?

Organizations should aim to have at least one post per day.

5. PINTEREST

 

What is it?

Pinterest is a free website that requires registration to use. Users can upload, save, sort and manage images which are known as ‘pins’ through collections known as ‘pinboards’.

What type of business is it suitable for?

Mainly suitable for Fashion, Food, Travel and DIY businesses.

What should it be used for?

This platform should only be used if your organization has great images to share. According to The Next Web Pinterest favors most recent content, pinning and re-pinning should be done on a regular basis.

When to use?

Frequently, many times a day.

6. YOUTUBE

 

What is it?

YouTube is a video sharing website that allows users to upload, view, rate, share, comment and subscribe to other users. YouTube is owned by Google, so when it comes to SEO, videos are more likely to appear in search results than other websites.

What type of business is it suitable for?

Any organization that has video content to share.

What should it be used for?

Product promotions and demonstrations, ‘how to’ guides and client testimonials.

When to use?

Organizations should try to post a new video at least once a week.

 

 

The above is a brief overview of some of the most popular social media for business platforms used today. Other platforms such as Yelp, Google+, Snapchat, Quora….. should also be considered depending on your organizations target market and demographics.

If you would like help with your social media marketing and which platforms will work best for your business contact RML Marketing & Business Development Solutions today.

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