You heard that you should grow your list. It’s repetitive, and it feels like a rallying cry Internet-wide. Marketers, Smart businesses, bloggers, and online publishers — they all swear by email marketing.
Why? What’s so sexy about the “un-sexy” email?
I used to tell everyone who cares to listen that email marketing is like the wife — she takes care of the home. She births, raises, and cares for your children. Without her, your home crumbles.
The only problem? You don’t think that much of a “wife”. In fact, a wife is usually taken for granted (don’t ask me if I can prove it since I am nobody’s wife).
Email marketing is as old as email itself, and this goes back several years since the dawn of the Internet.
There’s a problem with old things. We think they don’t work as well as the “shiny, new” things do. You know? Things like social media, push notifications, fancy ad platforms, Real-time bidding, mobile advertising.
You do those or you don’t. But one thing you should be doing is email marketing.
Why, you ask? Let’s see:
Consider these email marketing stats:
General email marketing stats
By the end of 2019, the number of worldwide email users will increase to 2.9 billion (that’s over 1/3rd of the entire worldwide population) [Source: Radicati ]
The number of emails sent and received per day totaled 205 billion in 2015. By the end of 2019, that number will grow to 246 billion [Source: Radicati ]
92% of all online adults use email [Source: Pew Research ]
These number will grow again, the next time you come back to read this. You’ll come back, won’t you?
What’s the ROI of Email Marketing?
Email marketing gives you an ROI of 4400%. Thats $44 for every $1 in spend (Try to beat that) [Source: Campaign Monitor ]
Now, do you think you should spend all that time on SEO? or PPC? or Social Media? Think about it.
Leads Nurtured by email marketing make for 47% larger purchases than non-nurtured leads [Source: Annuitas Group]
Explains why you need to have marketing automation workflows
Email Conversion rates are 40X those of Facebook and Twitter [Source: McKinsey & Company]
It’s time you let go of the “social media” fever. Do it for the right reasons but don’t depend on it for revenue.
As long as you keep emails relevant, they drive 18x more revenue than simple broadcast emails (newsletter, anyone?) [Source: Jupiter Research]
Achieve higher relevance with proper email best practices such as segmentation, tagging, or grouping of subscribers and customers, because…
Email Segmentation = More Power
42% of marketers do not send targeted email messages; only 4% use layered targeting. (MarketingProfs, 2016)
83% of companies use at least basic segmentation for their emails. (Econsultancy, 2016)
The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2, 2016)
Segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015) [Source: HubSpot]
It’s not surprising why that happens, which leads us to…
If you could send a welcome note to your subscribers, they are 33% more likely to engage with you long-term [ Source: chiefmarketer.com]
Personalized emails boost click-through rates by 14% and conversions by 10% at least [Source: Aberdeen Group]
Relevance comes from personalization. Do you have that “personality layer” for your marketing?
Email subject lines that include the words “thank you” have the highest above-average engagement levels. (Adestra, 2015)
Quick check: Do your transactional emails, order updates, cart abandonment emails have “thank you” in them?
Emails that included the first name of the recipient in their subject line had higher clickthrough rates than emails that did not. (HubSpot, 2014)
Comes back to personalization. Today’s ESPs like Drip, MailChimp, and Convertkit make this easier.
The open rate for emails with a personalized message was 17.6%, compared to 11.4% without personalization (Source: Statista, 2014)
Email Marketing Vs Social Media
There’s just too much noise about social media, Social media ROI, and this and that.
It’s just not as effective as it’s hyped to be. It’s good for networking, branding, impressions, and all that jazz.
The average click through rate for your Twitter update us 1.64% (& Facebook reach + conversion is even worse [source: Sign-up.to]
To get into even more granular detail about just where social media stands compared to email marketing, here’s an awesome table from OptinMonster, thanks to Mary Fernandez in 2016
Customers acquired by email have 12% higher lifetime value than average, whereas customers acquired through Facebook have only 1% higher lifetime value than average.
Interestingly, customers acquired through Twitter tend to be worth about 23% less than average. [Source: Custora]
Don’t argue with me on social media ROI, ever again.
Email marketing Vs Paid Ads
Paid ads are the fastest way to help grow your business. I think that if you run paid advertisements pointing to landing pages that focus on collecting leads (and hence grow your email list), it’s a super combination.
If you just did PPC, however, it doesn’t deliver as well as email marketing does.
According to Litmus,
Email: $40 for every $1 spent
Keyword ads: $17 for every $1 spent
Banner ads: $2 for every $1 spent
Banner ads: 0.8%
Rich-media banners: 0.14%
Email also has higher conversion rates per session than search and social combined, found a report by Monetate:
Now, what gives?
Email Marketing Vs Other Distractors online
About 77% of consumers prefer email over social media for permission-based promotional messages [Source: OptinMonster]
And you’ll still spend all that time and money on social media?
Email marketing Stats – others
Thanks to The Hubspot Inbound Report, here are some more stats:
54% of marketers say increasing engagement rate is their top email marketing priority. [Source: Hubspot, Ascend2 2016]
This should be 100% for every business out there. Eh?
11 a.m. ET has the highest clickthrough rate for email sends. (HubSpot, 2015)
15% of marketers surveyed say their company still does not regularly review email opens and clicks; only 23% say they have integrated their website and emails to track what happens after a click. (MarketingProfs, 2016)
When technology is available for everyone to use, what’s stopping you?
Email notifications about abandoned carts have a 40.5% open rate. (eMarketer, 2015)
Makes sense to do the 5 minute job of setting up these “cart abandonment emails” now?
As the number of images in an email increases, the clickthrough rate of the email tends to decrease. [Source: HubSpot, 2014)
Simple lesson: Try pure text emails. You’ll also save your emails from getting into the “promotion” tab, or getting marked as spam for no reason.
Email Marketing Copy, Text, Elements
64% of people prefer rich text emails. (HubSpot, 2014)
Your email marketing can, however, suffer if you go overboard with HTML or images. Rich text can be “rich” in value?
Nearly half (47%) of marketers say they sometimes test alternate subject lines to optimize email performance. (MarketingProfs, 2016)
Are you doing A/B tests? If you aren’t, start today.
The Email Addiction
More than 58% of adults (worldwide) check email, the first thing in the morning [ Source: Ezanga]
People check their smartphones up to (wait for it) 150x per day [Source: kpcb.com]
There’s a chance that you could be in their pipeline, every single morning — and beyond — through the rest of their day.
Make Email Marketing Work for you
You’ll be astonished at what you’d find when you calculate the value of a subscriber — and also every visitor, if you treat them right — is worth for your business.
Bryan Harris of VideoFruit also has a handy calculator for you to determine what an email subscriber is worth to your business.
Go ahead. Calculate your email subscriber value.
Tell me if you should focus on email marketing or not.
B2B Marketing emails always do a tight-rope walk: Should you be serious and sound all corporate-ish or should you dare write out personalized emails?
If you ever wondered, stop doing it. Just make it personal. Here are a few high-energy, fun, and fantastic B2B email marketing examples:
Flywheel: Hey there, Good Looking’!
We use Flywheel for our hosting, and it’s amazing how these guys made something like WordPress managed hosting feel so classy.
You’ll always get personalised, short, well-designed and succinct emails from Flywheel.
Here’s an example:
LiveChat: Pound of Goodness In an Email
LiveChat is one of my favourite LiveChat solutions. It’s the best, the largest, and it’s backed by some of the best people out there.
Their emails come in with tons of goodies. Especially those with blog posts that just seem to answer some of the most common problems small businesses always have.
Google Keeps It Simple
Google’s Suite (earlier Google Apps) has always been focused on on-boarding small, medium, and large-sized businesses. But their emails never come across as too heavy to deal with.
See this Google My Business (obviously written to business owners) email. There’s not a word on that email that’s unnecessary. Practical, smooth, and to the point.
Vero: Learning Vs Selling
Jimmy Daly of Get Vero did an experiment with a massive 14-step campaign just to welcome new subscribers to the Vero Blog. When Jimmy realised that despite some positive feedback and results, they just nuked the 14 emails in favour of a single one as shown below:
What did that email give the folks at Vero? Thousands of replies, and a possibility to learn and adapt to their users’ needs, and get a deeper understanding of their customers’ problems. The point? Create opportunities to learn, gather data, and get insights before “selling”.
Conversio: Insight Layered + Value
Conversio is an all-in-one ecommerce dashboard. It helps you save more time to run your business by aggregating all the data you need to make decisions to a single dashboard. Abandoned Carts, receipts, follow-ups, feedback, reviews — everything that relates to your ecommerce is on Conversio.
But that’s not what’s awesome. This email example is:
First, Conversion seems to detect that customers are using Yotpo for reviews. Second, this email helpfully lets premium members know that they don’t have to continue paying for two different services.
How cool is that? Especially when Conversio could have just danced in the rain after making the sale, right?
GoSquared: Simplicity At Its Best
Simple emails are the hardest to write. It’s always nice to get an email from GoSquared with one of their product updates (it’s another thing that I am partly biased because I use GoSquared too).
Loads of simplicity per email, custom graphics, and energy just comes in.
Close.io: Hey You, I am Talking to You
Steli Efti is an inspiration for me. His accomplishments with cold email outreach, the hustle, the energy, and his writing style — I can never get enough of it.
His emails have no fancy graphics except a few photos sometimes. He doesn’t use elaborate HTML headers. His emails are mostly text (with links sometimes).
Close.io meanwhile focuses on selling purely to startups, SaaS companies, and businesses.
FoodJunky: 1-2-3, That’s it
FoodJunky seems to have a pattern with its effective emails. The company helps businesses manage catering, order food, or arrange for restaurants at the last minute — without HR complications.
If you see their emails, they like to do the step-by-step thing. You know? 1-2-3 and there you go.
Moo: Share Excitement + Teach
Moo is a company that helps makes businesses get access to premium designs for business cards, post cards, and stickers. Plus, they have oodles of character (and that’s something else).
They didn’t miss a little bit if helpful fun in their email campaigns though.
See what they did there?
SmartSheet: Value Delivered, In a Snapshot
Smartsheet helps your business manage and automate collaboration. It allows businesses to use high-value solutions and rich data along with providing everything a business needs for compliance and data management.
Did it go over your head already? Wait, their email makes it much easier to understand.
Singular emails with valuable insights shared as an emailgraphic (Call it whatever).
Woodpecker.co: The No-Sale Email
Woodpecker.co is an awesome tool that can help streamline your cold email outreach efforts. It puts everything you do with Cold email outreach in a single place, allows for automated follow-ups, and provides you with analytics that’ll tell you how well your cold emails are working.
Their emails come without the busy images, if ever. All that they do is share information. Then, some more information. I am yet to see an email from them that says “Sign up”.
Is that good or bad? You tell me.
Do you have any awesome B2B email marketing examples that you can share? I’d be thrilled to hear from you. Please comment below.
Disclaimer: I am a learner for life. I am always learning. I run a digital marketing agency, all by myself, and I am not an expert. I am no guru. I am just a passionate marketer who means well for you.
You know dating. You know how it works.
For many people, dating is also a stressful experience (although they don’t know how stressful it is initially).
Boy/girl meets girl/boy. Niceties are exchanged. Each person brings out the best in them to impress potential partners.
You’d only know the “real” person when you begin to live with them. Likewise, employees, freelancers, suppliers, contractors, partners, and even customers are at their best during the precious few initial interactions.
If they are ugly on the inside, it’ll show sooner or later.
If people are hollow, you’ll know soon enough.
If people are stupid, ignorant, proud, difficult to deal with, or plain assholes, you’ll know eventually.
We don’t normally make a big issue out of this in our daily lives. We’ll stick to people we like. We minimize interactions with strangers, and we’ll probably we very selective about who we associate ourselves with.
When you run a business, however, you can’t afford to sit quietly and let things pass. In business, meeting or interacting with partners, clients, employees, or freelancers is akin to speed dating.
You’d have to make decisions soon.
Now, digital marketing can be delivered online. Anyone can setup a website and start making claims that they are “digital marketing experts”. Most people don’t do it right.
Trouble is that you can’t just take that at face value.
You’d have to dig deeper.
It’s hard to find the right partner for your digital marketing needs. I get it. There are just way too many agencies, freelancers, and the traditional option of hiring digital marketing experts wherever you are in the world.
How would you ever decide who’s good and who’s just flaking it? How will you ever know?
If you’ve ever been in a predicament like that before, this blog post is for you.
For small businesses, when you look for “digital marketing agencies”, “digital strategists”, “digital marketing companies”, employees for “digital marketing”, or what have you, realize this:
- While large businesses can have teams spread across channels, small businesses should never choose just a social media manager, an SEO expert, or a PPC guru. Small businesses need complete digital marketing services, all delivered like clockwork.
- Focusing only one digital marketing method is a recipe for disaster.
- Not everyone does what they claim to do. If they do, it’s not going to get you results. Plus, most freelancers and agencies still do stuff that doesn’t work anymore.
Digital Marketing, when you do it right and completely, has the following at least:
Blogging (On a schedule, with amazing content)
I don’t think I’d have to tell you why you should blog for your business. If you value time, don’t waste it looking for the “why”. Let’s just focus on the “how”.
If you can’t write, hire me to write for you. I blog for my agency, and I believe in it. I can help you blog for your business too. I bring out the ideas for your business, I write for you, and I help you publish for as long as you can possibly go.
- Each client gets a strategic plan (with an editorial calendar) and a continuing effort of trying to come up with the best topics for your blog.
- You pay for word ranges (like 500 to 1000 words) and not for words (I don’t know who started that 0.5 cents per word crap). This helps me do justice to your blog posts.
- All blog posts are optimized for SEO.
- I’ll add custom graphics or upload stock photos for each blog.
- I’ll also upload your blog posts for you and schedule them (or have them setup for review so that you can publish them when you want).
You can purchase blogging services standalone; or you can bundle your purchases with other services.
Now, you don’t have any more excuses for “not” blogging, do you?
How do you do SEO?
SEO isn’t what it once was. Sadly, about a million business owners or more never got the memo. The tireless “We do SEO” for you campaigns everywhere aren’t helping either.
SEO, the kind of stuff you thought worked, is dead. At least, it lives in a different avatar now. If you were used to SEO agencies and freelancers submitting your website to directories and all that jazz, you are wasting your money.
SEO now involves On-page and Off-page SEO. SEO directly works with your blogging and content marketing efforts (which involve Infographics, Slide decks, videos, podcasts, and more). Your SEO also has a spotty relationship with your Social media efforts.
Your Off page SEO also includes exhausting blogger outreach, doing outreach for publications, and writing fantastic blog posts that are worthy enough to be shared on major publications and large blogs or to be linked to.
That’s all the SEO I claim to do. If you noticed, I don’t even sell SEO services.
Email Marketing is the real money maker and revenue generator for businesses almost no one cares about. I believe in email marketing. I can convince you to believe in it too, and then help you get results with it.
People read your blog posts. They leave.
You spend money on PPC. People arrive. They leave.
People check your Tweets out on Twitter, and then they forget. Most people don’t even visit the links you just threw in there.
But if you could build an email list (with double opt-in, and they signed up because you gave something of value away), that audience is yours.
It’s a captive audience. A community that loves you. How hard is it then to sell something to them and let your customers buy when they are ready to buy?
If you had to just do one thing off this list, do email marketing. Or just give up already.
No it doesn’t make you any money directly. No one getting paid to do social media will tell you that.
I don’t care.
I believe social media is for amplification, branding, impressions, and “real” networking. It’s not for getting business directly. That’s what I do. That’s the only thing I’d do for you too.
Don’t waste your money and buy packages that sell you “followers and fans”.
Avoid any digital marketing agency that promises you this. I hope you are smarter than that if you are reading this.
Pay Per Click
If you have the budget, you could advertise directly (by paying cash) across platforms like Google Adwords, Facebook Ads, Twitter Ads, LinkedIn Ads, Pinterest Ads, and more.
I didn’t learn PPC by passing a few tests. Or even by racking up $10,000 in ad spend every 90 days. PPC is never complete without proper setup.
If you don’t set up your campaigns right, you end up paying Google Stupidity tax. I help you avoid that.
I learnt PPC by spending my own money for several years.
Every client who works with me gets A/B testing, optimization, multiple landing pages, copy, and sales funnels custom-built for their business.
I do it all for you, and I don’t care if you believe (or don’t) in the power of landing pages, sales funnels, A/B testing or Optimization.
Then, there’s also Display advertising — starting with Google Display Network and going all the way to third-party RTB platforms.
Plus, I handle the following too:
- Retargeting (because more than 80% of the traffic leaves your website)
- Other forms of advertising such as Native Advertising, paid media, earned media, sponsored posts, and mobile advertising.
- Landing pages and complete sales funnels (because your website can never hope to achieve the conversions that landing pages can get).
- Marketing automation (That’s just the smart thing to do).
- Conversion rate optimization (after doing everything else above, you’d still have to worry about whether or not your web properties convert as well as they should)
- Optimizing and A/B testing everything starting from top, going all the way down, and then repeating it all until results come through. Once they come through, the aim is to do more.
- Apart from this, there’s also the ongoing work of growing digital footprint (forums, Q & A sites, and more). There’s influencer marketing, and more.
- Also, I help suggest the best marketing technology stack for your business. Which platform is your website on Vs which platform is the best for your business? How does tool 1 connect with tool 2 which then connects with tool 3? How do you choose the best marketing tools for your business? Do you even need any?
Imagine this: if you had to do it all, would you be able to? If you wanted to outsource or find help with digital marketing, where would you go looking?
Get Complete, Hand-in-glove, Managed Services. Or just pick the digital marketing services you need.
The point: Most digital agencies, freelancers, and digital marketers focus only on one or two of that whole list.
I do it all. I do it with passion and real love. I work with clients for them, and not for me. I do it because I want you to succeed. I learn digital marketing from my own mistakes.
That’s why you might want to consider signing up and be a part of my VIP list
You don’t have to buy anything. If you ever choose to or decide to, you get a flat 30% off on all services you’d ever buy from me, every time you buy, for life.
I’d love to see you on the other side.
What do you think?
Hello, Reader Number 540,567?
Feeling good? No. Ok, hang on.
The web is funny, in a way.
It tore down boundaries and expanded your opportunities to publish, communicate, and connect with practically anyone in the world.
The web now makes it possible for you to sell your products and services to anyone, anywhere.
It helps you build relationships at scale. You can practically do business anyway you like. Since technology is affordable, you can use that too.
Plus, we are humans and we were all shipped with personality.
What’s business got to do with personality?
Simon Schmid of Smashing Magazine wrote a fantastic piece on “The Personality Layer” and he has a point.
Emotions have an important role to play when it comes to making people move.
To make people click, browse, read, stay on your pages longer, to buy, to signup, to buy some more.
If you were to just put up a website and have millions of people visit your pages, you’d still get what you want. But you won’t be able to much beyond that.
Add the “personality” later as Simon puts it, and you are now beginning to make a difference.
With personality, you begin to dig deep.
You’d lurk somewhere near the Maslow’s hierarchy of needs and get people to reason with their need for better health, to feel safe, to mitigate fear, to pamper their greed, to think about self-actualisation, and to help them express themselves (and this can manifest itself into several different things).
If you are looking to bring about an immediate change to all the front-facing marketing tools you have at your disposable, here are some quick ways to bring in personality to your marketing arsenal.
Your Website. Revisit it Please?
If you’ve been on this, even for a while, you’d know that my website is always work in progress.
Earlier, the hero section on the front page looked like this:
It was as corporate as it could get. It felt like I was showing off. It looked like I was trying to act, feel, and behave bigger than I am.
I didn’t like it. I let it be until I decided not to.
Now, it looks like this:
Please do comment and let me know how the redesign looks like?
Blog Posts: Get the tone, But don’t Sweat it
When you write your blog posts, you are doing it to establish credibility. You want to establish your authority. You want to make a difference to your community — your customers and everyone else reading your blogs.
You can inspire, educate, coach, and guide people.
Most importantly, you want to sound like you. Do be sure to use your tone. Don’t be afraid to add some personality.
Write the way you’d talk (read out your posts aloud if you want to do a spot check).
I see too many people sweating over the blog posts they write or the ones they hire others to write for them.
Don’t sweat it. Stop overdoing things. You don’t have to be a perfectionist.
Don’t delay production of content just because you want to keep editing the post to death.
Social Media: Your Daily Chance to Shine
Social media might not be a great source for instant sales but it certainly gives you a close set of platforms where you can shine through as a “person” or as “a team” — depending on your case.
It’s really people out there. You know? People sharing tweets. People commenting. People talking. People arguing. People fighting it out. People hating. People loving.
It’s all of humanity streaming through in an endless torrent of tweets, Facebook posts, and LinkedIn updates.
Three very short tips for you when it comes to social media:
- Find people. Connect with them. Talk to them.
- Stop chasing money on social media. Just let it go.
- Share interesting stuff. Be known for whatever you do for work or in your business.
The social media tools, the fancy hashtags, the tips, the tricks, the hacks, and everything else can come in later.
Miss the personality part, and you are what I call a “social drone”.
You just hmmmmm until you’ll be ignored.
Emails: The Holy Grail of Personalization
Your email marketing strategy (or the lack of it) will set the stage for how your relationship is going to be with your subscribers or customers or both.
By the time you get to this point of the digital marketing mix, you’ve gotten pretty close to your audience.
You are in their inbox, for heaven’s sake.
You better sound like you are really writing to people.
Make absolutely sure that you “DELETE” any instances of the following:
“Dear Account# 235762”
“Member # 017”
Every single email service provider allows you to personalise your emails with simple tags that you can add and use.
If you don’t do this, you’d think that it’s just an oversight.
Just ask the customer #235762 how he or she must have felt when they got that message.
How are you bringing in your personality into marketing? What are you doing to evoke emotions with everything you do?
You just don’t get it.
I have to respect you because you took the leap of faith, that you are trying to do whatever you can to grow your business, to sustain it, to build a legacy, and to prove your own self-worth.
You started a business because you’d profit from it. You take risks. You invest before you get anything in return. You build networks never knowing who’d help you and how. You put faith in yourself and your team.
You do so much for your business, and yet you screw up.
How, you ask?
You just don’t listen. You refuse to budge. You are too proud to admit that you cannot be wrong. You aren’t open to ideas. You refuse to try new ways to do marketing. At least, you refuse to do precisely works and do everything else that absolutely won’t make a difference to your business.
You stick to your guns, even if you are wrong
You know what? There’s this thing called ego. I know it well because I have it too. I was guilty of this when I first got started.
Every decision you make – for your business, for your own personal life, and for digital marketing – has repercussions.
You could be adamant, strong-willed, determined, focused, and passionate. For entrepreneurs, it’s these very traits that make them who they are.
Sometimes though, those very traits can hurt. They can leave you panting behind your competition.
Do you know why successful entrepreneurs hire people smarter than them, more efficient than them, and more capable than them?
Because these entrepreneurs know that they can’t do everything all the time and that they just might not know (or miss something critical) while at work.
Every time you insist on “this is how I want it”, “this is the way things are done around here”, you are losing out on a potentially possible opportunity to change. To do something better.
Smoker goes to doctor complaining about throat problems. Doctor says, “Stop smoking”. Smoker nods. Goes back to smoking. Still complains about the throat problems.
What would the doctor do?
Your perfectionism & Attention to Detail Hurts
I’ve had clients fussing over keyword density. They fuss over sentences used, rhetoric, word play, grammar, syntax, style, tone, and some more keyword density.
I am not saying those are not important (except for keyword density which is not important).
But nothing justifies you spending 3 months perfecting a single blog post. There are no excuses to that kind of attention to detail.
It’s madness. You need a psycho therapist. Got it?
The point is this, and I always ask clients when they fuss too much over any one thing in particular: What’s the ROI of all this? What did we achieve? How did the company gain exactly?
Blogging is opinionated writing to establish your credibility and authority. You gain that by writing insights and share interesting stuff with your potential customers.
Your insistence on doing “Only” SEO, the wrong way
I am not against SEO at all. In fact, I help clients do it. I am, however, against how it’s done sometimes.
Want to make SEO work for you? Just do this:
- Invest in high-quality writers that write with passion, authority, and strength.
- Do basic On-Page SEO – for every page and every post you publish. If you use WordPress, just use Yoast Plugin.
- Get on social (especially Google+) and keep your accounts active.
- If your budget, time, and resources permits, get some high quality guest blogging done.
Just don’t do shit that you thought “was” the way to go.
Everyone and their dog wants to invest thousands of dollars on SEO. Guess what they end up buying? Shitty SEO services that are outsourced to some dickheads who never updated themselves on any one of the slew of animal-named updates that Google released over the past few years.
Guess what your local SEO agency does after you invest $600 per month, on a contract, for the next several years?
They are still “submitting your website” to “directories”. They are spam commenting and writing garbage masquerading as articles and blog posts to be published on small blogs hoping to develop “backlinks”
Ask them what they do, and they rant about “Search engine optimization” strategy.
Instead of spending $600 on Search Optimization techniques that don’t work any more, you could have just spent $50 per month on Google AdWords. You’d have stayed on top of Google’s SERP and you’d spend less.
If you still want to do SEO, you should be doing massive and epic shit like Gabor does for AionHill. Or like Brian Dean does for Backlinko . Or What Oliver does for Web Matros
Hoping that Social Media Gets You Business
Social media won’t make you money; at least not directly. Stop paying cash to grow your fans and followers.
if you want to promote, boost your growth, or grow your network, use Social PPC. Advertise on Facebook, Twitter, LinkedIn, and Pinterest.
Just don’t buy gigs like these:
If you do, you suck. Plain and simple. It doesn’t even work and in fact, it messes up everything. See what Kimron Corion of HuffingtonPost figured out after her client insisted on “buying facebook likes”
- You get false pride and fake fans or followers.
- Poor or no engagement.
- Messes up your Edge rank.
- You lose real fans, real fast.
- You’ll never make money off a fake list – no leads and no sales.
You can’t buy your way into people’s hearts and minds.
I’ve written about this before, but it’s worth mentioning it again. There’s “social” in social media. It’s not your entrepreneurial grandpa’s marketplace. Don’t hope to “sell” on social platforms.
Instead build your network. Get in touch with people. Build some real relationships. Share content that you think genuinely helps your fans and follows.
Talking about fans and followers, you’d either grow them organically – just based off the wonderful relationships you’ve made or the amazing content you share. Or maybe off your celebrity status, the power of your brand, or an authority that you’d have become.
Google Adwords? Facebook Ads? My Niece Can Do that
Your niece, nephew, the neighborhood kid who originally came to mow your lawn – they can all set up Google ads and Facebook Ads.
But then, what next?
- Will you A/B testing your ads, landing pages, email message copy, email subject lines, CTA buttons, etc.?
- Will you constantly optimize your campaign bids, keep a looking for keywords (positive and negative)?
- What tools will you be using?
- Will you worry about post-click marketing?
- Did you set yourself up for marketing automation?
- How are you generating leads? How many leads? What’s the cost per conversion? How much are you spending per month? What can be done to lower the cost of acquisition?
- Then, there are display campaigns, lead generation campaigns, carousel ads, video ads, text ads, and all other kinds of ads.
- What do you about analytics and attribution?
- Plus, we didn’t even talk about native advertising, mobile advertising, PPV traffic, and more. Eh?
Assuming you’d do all the above, do you really have the time for this? If yes, who runs your business?
Digital marketing is not hard; it just has too many moving parts and demands a lot of work on all fronts to make it really work for your business.
I mean well for you. I want you to succeed. With your success, comes mine.
I couldn’t help but read all about Oliver’s journey – all the way from letting go of clients, to focus on a single-minded (or monomaniacal?) pursuit to let go all distractions, and focus on a few effective ways to do digital marketing to help promote his membership site (among others).
He calls the rest of us, the “Fortune 5 Million”.
As a result of his decisions, he shifted to the RainMaker Platform which comes with superfast hosting, bloat-free WordPress themes on The Genesis Network, LMS, RainMail, Podcasting, Membership features, and a whole lot more.
I couldn’t help but think: we need to do just that.
He decided to one thing that I wish we could all do (including you, the mighty you who is reading this): focus.
When you launch a business with you at the helm and with just a friend, wife, or mom as your partner, your resources are stretched too thin. You can’t possibly do everything that digital marketing demands, and then some more. Plus, you still have your business to run which is a monstrosity in itself.
But then, it’s hard to “focus” when it comes to digital marketing.
By design, it calls for content marketing, which needs “content” in all its glorious forms. Then, you have multiple social channels that you’d need to amplify content. Also, you’d need email marketing to ensure that you have your righteous claim to your subscriber’s inbox (and you’d have to earn this).
So, how do you focus?
I can’t recommend the “single channel” approach that Oliver suggests. Instead, I’d suggest a basket approach while still being able to focus on exactly what you’d need to do to make digital marketing work for you.
What is the Focused Basket Approach to Digital Marketing?
- You’d pick the best possible channels for digital marketing and decide to commit to those channels for a specific time period.
- Use a combination of Google Analytics, Mouseflow, or whatever else you’d use for analytics and stay on top of your numbers.
- See what’s working and what’s not. Then, try another set of channels and digital marketing approaches that are still available to you.
Just don’t go overboard with the digital marketing channels you pick. If you are just starting out, you’d need results fast.
Maybe your first experiment could be like this:
- Start with your website, all set up and designed the way it should with regards to marketing (and not just design).
- Pick Google AdWords, and set it all up the right way. Build landing pages to match every offer you make with your ads.
- Run the campaigns, optimize your campaigns, and A/B test your campaigns until you have enough data to help you make smart decisions.
- As long as you run AdWords campaigns for testing, keep your budgets low.
If you don’t want to take the PPC route and spend money on campaigns, spend time and put in the effort instead. So, now your route would be:
- Start blogging regularly, on schedule.
- Amplify your content (along with sharing content from non-competing sources) on social media.
- Build a list with smart email marketing (throw in marketing automation for good measure).
- Do A/B Tests for your website itself, along with any landing pages you’d use. Also test email subject lines, blog headlines, copy, images, Call to action buttons, and pretty much everything else that you can test.
a. Building your WordPress website with the Divi Builder gives you the ability to test every page on your website with the built in Divi A/B testing feature.
b. If you use Unbounce, you have landing pages A/B testing built in.
c. All popular email service providers such as Drip, MailChimp, Convert Kit, and Campaign Monitor allow you to test email subject lines and copy.
Instead of going overboard with “I got to do this and I got to be on that network too”, start with either of the routes above, do it for months or years at a time, and then decide what works best for you.
You can’t be stretching yourself thin. That doesn’t mean you’d sit on your ass and do nothing.
What do you do for digital marketing? Are you all over the place or do you take a focused approach digital marketing (for long enough) to make it matter to your business?