How To Make Your Brand Stand Out Via Email Marketing

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So, you thought email marketing is dead? Well, you’re in for a big surprise there. If anything, email marketing is now stronger than ever. With that said, there have been changes over the years when it comes to email marketing. That has a lot to do with the preferences of online consumers. These days, people want to see something of worth to them when they open up to read their latest email.

With the right plan in place, email marketing can help make your brand grow in a big way. That’s why I write this blog post today. Today, I share with you ways on how you can use email marketing to help grow your brand. Let’s begin, shall we?

Give Your Audience A Personalized Email Experience

One thing you need to do to have success with email marketing is to give your audience a personalized experience. This means that you need to take time to learn every detail about your target audience. This is a crucial starting point for any Digital Marketing campaign. Every consumer is different so sending everyone the same email is not ideal. With that said, taking a targeted approach makes the most sense.

A great way to accomplish that is by email list segmentation. This lets you divide your email list into smaller but more targeted groups. This goes a long way in targeting consumers based on their individual preferences. For instance, your brand sells movies. You can ask your customers what kinds of movies they’re into. Your list would look something like horror, action, cartoons, Mexican telenovelas, etc.

You can also segment your list by demographics, geographic location, and buyer persona to help your emails be more relevant. Looking at survey results, email activity and purchase cycle can also help accomplish that too. 88% of users say that they’re more likely to respond favorably to an email if it’s tailored towards them. By connecting at their interest level and giving them high-quality content, you will be on your way towards success.

Avoid Excess Sales Jargon That Turns Consumers Off

It’s also important to know what not to do with your email marketing plans. You never want to use excess sales jargon when sending out emails. Nothing turns a potential customer off than bombarding them with emails that push them into a sale. They will tune you out if that happens and will lead to them hitting the unsubscribe button.

You always want to strive to use emails to build relationships over time. Once you’ve done that, then you can use sales emails once in a while. In the end, strive for a more balanced approach of non-sales and sales emails. This will help make your email marketing practices a success while attracting new customers.

Make Your Headlines Grab The Attention Of Your Readers

Headlines are crucial in helping attract the attention of your readers if done correctly. To attract their attention, you need to be short and to the point while describing what your email is about. The proper length for an email subject line is six to ten words as evidenced by a Retention Science study. That same study found that a subject line in that range had a 21% email open rate. Anything more or less had a lower open rate.

You also need to connect with your audience in a personable and authentic manner. Emails with personality tend to get liked or shared more. Also, don’t be afraid to use emojis in your subject line but don’t go overboard with them either. To go the extra step, talk to your audience and ask if they want to be addressed by their name or a nickname. Of course, do keep an eye out on any name or initial misspellings, and don’t use their name in excess.

One last piece of advice about email headlines is to make use of questions and numbers in them from time to time. They tend to give you a higher click-through rate (CTR) if done in a way that gauges the readers’ attention. These email headline tips will help go a long way in enticing people to open your email and read more.

Make Your Emails Scannable And Easy To Read

People these days are on the go which means their time is limited in getting to read their emails. This is why working to make your emails scannable and easy to read is crucial. Your email structure needs to have plenty of white space.

Work to shorten paragraphs (3 to 5 sentences), use subheadings to divide your content, and add bullet points when necessary. In your body, work to use the Inverted Pyramid writing style. This is where you put your key points in the first paragraph and work to draw readers’ interest. If readers can derive value from email content by scanning the text, then they would be enticed to read more. A top-notch reader experience will help lead to increased sales in the long run.

A/B Test Your Emails To Improve Campaign Performance

One crucial tip that will help improve your email marketing performance is by doing an A/B Test. A/B Testing or Split Testing is where you split your audience in two to find out which email version performs best. This will help you better understand which type of email content resonates best with your audience.

You can increase the open rate with the right subject line and the CTR when changing your email copy after testing. There are several things below you can test that can help improve your email marketing campaign performance.

Welcome email opening
Subject line
Day of the week
Time of the day in which email is sent
Pop-up opt-in forms
Name of sender

Taking steps to make your emails better will help go a long way in helping enhance that email experience. It’ll make it more likely that your readers will be inspired to take the actions you desire.

Have A Top-Notch Landing Page For Your Email Campaign

Lastly, you want to have a landing page that best matches the message conveyed in your email. Like with email headlines, you want to have strong headlines that entice the visitor to read further. The same thing goes with subheadings. Make sure it gives you the best preview for the accompanying content and best supports your headline.

You also want to have a supporting image or video that addresses the landing page purpose within a minute. Also, you need to have social proof on your page such as reviews, testimonials, and trust seals. This will help remove any trust issues site visitors may have. It also helps give them a positive and consistent experience from beginning to end.

One important tip to keep in mind is to stay on the same topic as your email. Be careful not to dilute it with other topics or offers. This will help prevent any confusion or concerns that your visitors may encounter. With landing pages that follow through with the promises in your email message, you’ll help turn those readers into customers.

People-Focused Email Marketing Helps Brands Succeed

Without a doubt, striving for a people-focused approach to email marketing will help grow your brand. It all comes down to learning every detail about your consumers and following it up with a personalized, high-quality experience. Taking these steps above will help go a long way in improving your email marketing strategies. In the end, it’ll be worthwhile when you convert readers into paying customers while growing your brand for the better.

What do you feel will help make email marketing campaigns a success? What other email marketing tips do you recommend will help attract readers’ interest and inspire them to take action? Questions? Comments? Please feel free to share this blog post and share your thoughts below.

Four Keys To Having A Great Mobile User Experience

How often are you on your mobile devices? More than likely, you use it often. In fact, 66% of Americans are on their phones 160 times per day according to a recent survey. Mobile devices are pretty much part of our lives. We buy things, check our social media accounts and keep in touch with others via our mobile devices. With that being said, it is crucial for brands of all sizes to provide your online users with a great mobile user experience (UX). This will make an impact on whether your target customers will go with you or with your competitors. In this blog post, we will be discussing four keys to providing your users with a great mobile UX.

Page Speed Is A Must

One of the most crucial things for users to have a great UX is for pages to be up to speed. Each second makes a huge difference on whether a consumer buys goods from you or from someone else. In fact, 46% of users strongly dislike having to wait for pages is what they dislike the most about mobile search. Let’s put it this way. Every second more that it takes to load a web page, your conversion rate drops and your bounce rate rises. That right there is money and customers walking out on your brand. That being said, there is a way to fix this. A great tool to check your page speed is GTmetrix. It checks how your page performs, why it might be slow and gives you steps on how to improve your site speed. Having your page up to speed is crucial for bringing in customers and good for your SEO.

Image Size Matters

When it comes to image size, it is important to have an image that works best for your site. What that means is to have an image that helps describe what your content is about while ensuring that your site is up to speed. It can be tempting to put up a big image on your website. At the end of the day, it can slow down your page and therefore harm your site experience. As SquareSpace recommends, use images that are between 1500 to 2500 pixels wide. You also don’t want the pixels to be too small or it may be too blurry to see. You also want to use image files that are less than 500 KB. By working to ensure appropriate image size, your site experience will be enjoyable for your site visitors.

Responsive Design For A Great User Experience Across All Devices

The best user experience is one that exists across all devices whether it be a desktop, mobile, or tablet. Responsive Design is a method in designing your website in a way that scales your content automatically to match the screen size of your device. This helps your users avoid having to pinch their screen in order to view your site content. With responsive design, you won’t have to design multiple versions of your site. You’ll save yourself work by only designing one website that scales automatically to match the device being used. With responsive design, you’ll be providing your site visitors with a pleasant UX that helps attract your ideal customers.

Keep Site Organization Simple

When it comes to the layout of your website, you want to make it simple for your users to navigate. You never want to use too many words or images to get your point across. When it comes to site navigation, it is advised that you use icons like the phone symbol or the triple bar menu symbol. This will show viewers that your site is organized and optimized for mobile. The same could be said when it comes to videos and graphics. As mentioned earlier about image size, bigger is not always better. You want images that are of reasonable size and want video content to be of reasonable bandwidth. That way, your site will be up to speed and of top quality. In conclusion, you want to ensure that your contact info and location are easy to find. Countless brands miss these smallest of details that cost them big time. In this case, you want to be transparent and accessible to users. The more accessible and organized you are, the better the UX will be.

A Great Mobile User Experience Brings Happy Customers

With people on their mobile devices now more than ever, providing them with a great UX is a must. You need an up to speed website that is organized across all devices in order to have quality UX. These four keys are essential to helping users find what they’re looking for in the easiest of ways. As Jacob Nielson once said, “User experience encompasses all aspects of the end user’s interaction with the company, its services, and its products.” A great UX on your website is what makes a great first impression with your online users. When you provide them a quality mobile experience, you’ll make them happy and they’ll turn into your loyal customers.

What do you feel is also essential in ensuring an excellent mobile user experience? Questions? Comments? Feel free to share this blog post & share your thoughts below.

Navigating The Digital Marketing World During The COVID-19 Crisis

These past few weeks have indeed been hectic for all of us whether you’re a worker who has been laid off or a small business facing uncertainty due to this pandemic. With that comes big time changes in the Digital Marketing landscape that we’re already seeing happen. These changes will have an impact on how consumers go by satisfying their needs going forward. Even after the COVID-19 pandemic, the behavior of consumers will more than likely stick so this will make Digital Marketing crucial for those small businesses going forward. There are four key areas of Digital Marketing that small businesses need to get ahead of in order to thrive in these uncertain times. Let’s explore them shall we.

Video

Whether you’re a recruiter looking for talent or a small business looking to show off your products, video is a great way in helping accomplish your goals. In fact, we are already seeing companies conducting their work meetings with their employees in increasing fashion via video conference calls. I know I’ve been in several of these myself with my potential Digital Marketing acquaintances near and far.

A great way small businesses can thrive even in these tough times is via live video streaming. Even before this pandemic, we are already seeing companies in southeast Asia try this and achieve success via this route. Video Streaming has helped in bringing that online shopping experience as if you were in-person at the actual store. South Korea’s LF Corp was able to achieve a 30% year over year sales increase since 2015. The way they accomplished that is by allowing their users to have real-time conversations with the presenter and other users with the ability to purchase the products with just one-click. Video Streaming is indeed a great way for brands to grow their presence in a big way.

Search Engine Optimization (SEO)

When it comes to building up your online presence during an economic downturn and pandemic like this, SEO is a great way to accomplish just that. Even before this crisis, SEO is heavily utilized by small businesses in order to help accomplish their long-term online goals. With the situation that we’re in now, SEO will be even more important going forward. The search term “SEO” and other related search terms have seen a big time increase in interest since February as Google Trends has indicated.

With these trends in mind, there’s no doubt that investing in your SEO game will be key to success during this pandemic and beyond. People these days are looking towards brands that they feel that they can trust. To build trust with your target audience, get away from those sales jargon and instead work to build content that follows the E.A.T. method. Building content that rallies around Expertise, Authoritativeness and Trustworthiness will help your cause in helping grow your online presence in a positive way towards your desired customers. It also will help save you money in the long run assuming you continue to always stay ahead of the game in adjusting to the fast-changing needs of today’s consumers.

E-Commerce

With consumers less willing to endanger their health by going in-person to crowded shopping centers and stores during a pandemic, they will be looking towards online options and that’s where E-Commerce comes into play. 42% of consumers are now shopping online more as a result of this pandemic according to a survey by Valassis. These changing shopping habits are more than likely here to stay even after this pandemic so it’s important for businesses to get ahead of the E-Commerce game.

To have success in your E-Commerce game during this time, what you must have to begin with is a banner at the top of your website talking about COVID-19 as far as shipping updates are concerned. Of course, it would also be a great idea to go a step further to keep in touch with your customers via email and social media talking about how your business is responding to this pandemic. This would help make your customers feel safe and in control in doing business with you.

In addition to that, it is important to also keep your site up to date and up to speed especially on mobile devices. Definitely work to give your customers a great shopping experience by having shopping cart/wish list options handy for your online customers as well as a search function and an easy-to-use payment feature to ensure that their online experience is quick, flexible and easy for them. After all, website experience is crucial now more than ever especially in E-Commerce.

Reputation Management

During these unprecedented times, managing the reputation of your business and responding to adversity in a timely manner is important now more than ever. According to a recent study done by Bright Local, 71% of consumers are more likely to do business with brands that respond to reviews. Whether the reviews left by consumers are good or bad, it’s important to respond to them on each review site in a timely fashion. That’s especially true if it’s bad. The way to respond to them is by showing commitment towards resolving the situation at hand.

Today’s customers mean business. With some businesses trying to game the system by getting fake good reviews, customers are looking towards multiple review sites and their peers to ensure that what they’re getting into is legit and will advance their cause in a positive way. It’s also not a deal breaker if you get a negative review. All businesses get them as there are no perfect businesses. What customers pay attention to the most is how you respond to adversity. If you ignore it or are careless towards complaints, of course they won’t do business with your brand. If you show commitment in going beyond the ordinary to listen to the consumer inquiries and work towards solutions, consumers will be more than likely to do business with you. With that being said, it’s important now than ever to work on upping your game when it comes to Reputation Management. It will benefit you greatly long after this pandemic.

Stay Committed To Your Loyal Customers While Staying Safe

Indeed these are tough times for us worldwide whether you’re a customer or a small business looking to achieve great successes. Change is always upon us and this pandemic is another reminder that we must always be adaptive to the fast-changing needs of the customer. We just need to plan accordingly in these four key areas of Digital Marketing and always keep the needs of the customer first before anything else. People-Based Marketing is the name of the game today and every day. By staying true to your customers and showing commitment towards providing them a great customer experience, you will no doubt be set up for success in the long run.

On a special note, may you all stay safe during this pandemic and listen to all the safety measures put forth by our medical community. I look forward to posting even more Digital Marketing articles like these in these next few weeks and I value each and every one of my loyal readers.

What do you feel is important in keep your online presence active during these unprecedented times and setting it up for success in the long run?Questions? Comments? Feel free to share this article & don’t be afraid to share your thoughts below.

The Importance Of Influencer Marketing Today

There is no question that the nature of today’s online world is shifting towards more consumer-centered ideals. What that means is that online consumers want to hear less from brands about what they’re selling and more from brands about how they relate to them and their needs. In other words, authenticity is the name of the game when it comes to building relationships with online consumers. This is a big reason why Influencer Marketing is on the rise and is a great way to get ahead in today’s online world. In this article, we’ll go over the top reasons why Influencer Marketing is important and how one can use it to get ahead in today’s competitive online world.

It Has Become The New Norm

There’s no doubt that Influencer Marketing has basically become the new norm. In fact, 92 percent of consumers around the world have stated that they trust earned media like recommendations from friends and family over traditional corporate advertising according to a study done by Nielson. People these days can’t stand brands that attempt to shove sales jargon down their throats. What they want to hear from brands is how they can help them solve the problems that they face. In other words, online consumers are into brands that resonate with them and are caring about the ordinary people. This is a big reason why Influencer Marketing has become ever so popular today and isn’t going anywhere too soon.

Finding The Right Influencer

When it comes to trying to use Influencer Marketing to get ahead in the game, we must first know what we’re looking for in an influencer to potentially work with. We must do some research and ask these three questions:

Will they fit in with a brand and the vision that it has?
What role will they play in helping a brand accomplish their objective? Will they fit in with a brand and the vision that it has?
Will this potential influencer resonate with the brand’s target audience?

By answering these three questions, you’ll have a better picture on how to plan out your online marketing strategies. When it comes to influencers, there are three types of influencers listed below and what they’re best described as:

Mega-Influencers- Typically have at least 1 million followers and tend to be celebrities like Beyoncé, Chicharito and Alex Morgan for example.
Macro-Influencers-Typically have somewhere in between 10K to 1 million followers and tend to be journalists, bloggers and other people who share their passions with the world.
Micro-Influencers-Typically have less than 10K followers and tend to be ordinary people like you and me.

Now when it comes to selecting the appropriate influencer to reach out to, it all depends on who you are, what type and size of business you are and what you’re looking to accomplish. Corporations with room to “splash-the-cash” like Gatorade for example tend to go for those Mega-Influencers like they to Kevin Durant and Dwayne Wade for example.

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For small businesses, especially those who are more limited on advertising cash, you might be better off investing in either Macro or Micro-Influencers. They’re less costly and are much more likely to resonate with your brand as they’re viewed by online consumers as a more trustworthy source. One thing that every type of influencer has in common is that they’re more likely to respond to you if you show interest in what they do and offer something of value to them. Always important to keep in mind to always reach out to them in a professional manner and ensure that it’s a win-win situation for both sides in order to lay the foundation towards long-lasting relationships with potential business partners.

Putting Your Influencer Marketing Strategies To Work

Now when it comes to actually putting your influencer strategy to work, we must work to connect with online consumers in an authentic manner. The way we go by doing that is to obviously know who your target audience is first. Once you’ve figured that out, find out what the passions and interests of your target audience are and work to tap into their passions. A great example of that is when Nike partnered up with Megan Rapinoe and the USWNT to run a commercial inspiring women to strive for their aspirations and to shatter glass ceilings in order to advance women’s rights in this country.

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Nike without a doubt built inspiration among women and all those who are passionate in wanting to see women succeed everywhere including myself. Another important note to remember is to consider the feelings of how your target audience would react. It’s always recommended that you don’t try to relate your Influencer Marketing campaigns to controversial topics. If you must, proceed with caution and analyze your target audience to ensure that your current and potential consumers don’t get offended. Strongly recommended that you always focus more on the passions of your target audience.

Another great way to up your game in Influencer Marketing is to feature your influencers in consumer testimonials. A great example of that is when Dove featured an actual consumer in Molly Burke on how their products gave her a positive new experience as she faced blindness.

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This is definitely a great way of using Micro-Influencers like Molly to showcase how their products can give them that totally new feeling that one never experienced before. As mentioned earlier, when an ordinary consumer like Molly has this kind of positive experience, they’re more likely to be trusted by potential consumers more than traditional advertising would. Without a doubt, Influencer Marketing campaigns like these two can go a long way in advancing your brand or cause in a positive way.

Influencer Marketing For The Win

With the increase of Influencer Marketing in today’s online world, there’s no question that businesses from small to big need to get onboard as the future of advertising will depend on Influencer Marketing. Always important to remember the kind of target audience you plan to reach out to, figure out which types of influencers would resonate with your target audience and work to capture their attention by tapping into their passions, interests and emotions. With this type of formula in planning out your Influencer Marketing strategies, you’ll no doubt have great successes in making your brand stand out in an authentic way and lay the foundation towards long-lasting relationships with your current and potential consumers.

What do you feel is key in using Influencer Marketing in advancing your brand and/or cause? How has Influencer Marketing influenced your decision to consider a brand? Questions? Comments? Feel free to share this article & don’t be afraid to share your thoughts below.

The Importance Of Video Marketing Today

There’s no doubt that Digital Marketing is evolving rapidly and a big part of why that’s the case is due to Video Marketing. In today’s online world, video is more than a channel where one can watch past clips of their favorite shows like Family Guy or Game Of Thrones. It’s also a valuable method of marketing where companies can inform and showcase to their potential consumers of their products and services.It can even be useful to promote upcoming events that are happening in your area. Videos can go a long way in helping drive up engagement, and if planned out correctly, it will eventually drive up conversions. In this article, we will explore why Video Marketing is important and the proper ways you can use Video Marketing to stand out in today’s online world.

Why Video Marketing?

Video Marketing is no doubt important in 2019 as consumer demand of videos is at an all-time high. In fact, a recent study by HubSpot reported that 54% of potential consumers preferred to see video from brands more than any other type of content. On top of that, 85% of all internet users in the United States watched online video content on a monthly basis on all devices according to Statista. No doubt that video content is vital in helping online marketers and brands stand out in a positive way towards online-oriented consumers. Potential consumers are more than likely to retain the information by watching videos than they would via other marketing methods. Video is a great way to help build up your brand awareness about what you have to offer to potential consumers. With that being said, the key to success when it comes to video marketing is authenticity. In this next section, I will discuss in detail the creative ways one can use Video Marketing in helping build brand awareness and connecting with customers in an authentic way.

The DOs & DON’Ts To Video Marketing

When it comes to Video Marketing, there are many creative ways to stand out when it comes to using video. There are, however, things that we must avoid when it comes to Video Marketing so I will start by covering the DON’Ts first.

The DON’Ts

Don’t Act Salesy

Nothing turns off customers than using sales jargon in an attempt to win them over. Today’s consumers are not impressed with those tricks and will quickly tune you out in the first few seconds of a video.

2. Don’t Post Videos That Are Too Long

Reason being is that longer videos cause the speed of a website to slow down and in Digital Marketing, every second counts when it comes to consumers decided to stay or leave the page.

3. Don’t Make It All About You

Another big mistake is talking about how great you are instead of trying to connect with your audience in a unique way. Self-promotion is a big turnoff towards potential consumers and offers nothing of value towards them.

4. Don’t Use The “One Size Fits All” Approach When Posting Videos To Different Social Media Platforms

Don’t assume that the same kinds of videos that you use on Instagram will also work on LinkedIn. The target audiences are different on each social media platform so please tailor your videos to fit the needs of the target audience on each platform.

Now that we’ve covered the DON’Ts when it comes to Video Marketing. Now we move on to the DOs in how one can be creative when it comes to standing out in a positive way via Video Marketing.

The DOs

Plan Before You Film

Always plan what content you’re going to include in your video and the exact sequence it would appear on the actual video. A great way to do that would be to use storyboards which is where you would sketch out each scene like a comic strip and sketch out the story accordingly. That way you’ll be better prepared for when it comes time to actually film your video content.

2. Strive For Authenticity

As Larry Weber once said, “People don’t want to be sold. What people do want is news and information about the things they care about.” In other words, use video to talk about the needs and problems facing your target audience and how what you can do to help them. Put yourself in the shoes of your target audience and tailor your video campaign to fit their needs in order to give them an outstanding personalized experience they won’t forget.

3. Keep Videos On Websites Short But Sweet

The attention span of your target audience shortens the longer your video is especially if you’re new to video marketing. Putting shorter videos on your website would also help your site speed. After all, speed is everything when it comes to your audience deciding whether to stay or leave your site. That being said, if you’re a well-established brand or a well-known influencer like Neil Patel, you have the brand authority to have more lengthy videos. Should you decide on producing longer video content, make sure to include a shorter version of that video on your site and then refer your audience to a video platform like YouTube or IGTV to view the full video.

4. Strive For Creativity When Producing Videos

A great way to get the attention of your target audience is with infographic videos. Videos that contain texts and images relevant to your brand or cause you’re trying to promote with a call-to-action at the end will go a long way in increasing your brand awareness. It will also help those viewers retain the information that they see. This would especially be useful if someone is hearing impaired. Here’s a good example of that here.

In the video above, Biteable uses appropriate text to inform viewers about the workplace safety stats as well as relevant stats and a call-to-action at the end to advocate for more conversation about how to prevent workplace accidents. In the video above,

5. Keep In Mind About The Target Audience On Each Social Media Platform

Referring back to the 4th point about the DON’Ts to Video Marketing, each social media platform has different types of audiences looking for different types of content. For more formal and professional-looking content, LinkedIn would be the place for that. For informal content, places like Snapchat and Instagram would be a great fit for that type of information.

6. Strive To Use Videos To Tell A Story About Your Brand

In today’s online world, people crave success stories. Using video marketing to tell your success story about your brand while relating to the needs of your target audience would be a great way to get their attention. To really go the extra mile, include testimonials from consumers who had a great experience with your products. A great example of that is when Dove included an actual consumer in their testimonial video.

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Including an ordinary consumer like Molly in a testimonial video would be an excellent way to get your target audience engaged and they’ll eventually become interested in what you have to offer.

Recapping The Importance Of Video Marketing

“More than 150 million people view videos online every year, most of them ripe to hear your business’s pitch if you produce and market your video effectively.” – *Vern Marker*

There’s no doubt about the importance of Video Marketing in today’s fast-evolving online world. Now that you have a basic idea on how to and how to not run a video marketing campaign, always remember that the key to success is to know your target audience. Knowing every detail about them is key to success in any marketing campaign and even more important when it comes to Video Marketing. Never be afraid to ask them for feedback. Doing just that will help know which areas in your Video Marketing campaign needs work and you can use that feedback to get better with each Video Marketing campaign. Always keep them in mind and be authentic when reaching out to them via Video Marketing campaigns. If you do these things, you will no doubt increase your brand awareness and have many successes in today’s competitive online world.

What do you feel is key to success in Video Marketing? Questions? Comments? Feel free to share this article & don’t be afraid to post your thoughts below.