Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered in it. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
There are different types of mail such as Transactional emails, Direct emails, Mobile email marketing. There are 8 effective marketing strategies for email marketing.
They are as follows:-
1. Personalize your email without using the recipient’s name:
For eg; no more “Dear[recipient’s name].
2. The long and short of subject lines:
When it comes to deciding how to craft that perfect subject line, there appears to be really only one area to avoid: the subject line of 60 to 70 characters. Either way, a helpful email strategy is to squeeze out more words or cut back just a bit to avoid that 60 to 70 character dead zone.
3. 8:00 p.m. to midnight is the prime time to send your email:
The top email strategy is to send at night. Inbox crowding and the deployment times of other marketers go hand-in-hand.
4. The best content is free content: Give something away:
Consumers love a free lunch—or a free template.You might think what led to the highest rates for opens and clicks. The answer is templates and tools, just the kind of freebies that email readers want.Templates and tools outweigh ebooks, expert interviews, brain teasers, and even photo albums.
5. Mobile opens accounts for 47 percent of all email opens:
Convert your email to a one column template for an easy mobile fix.
Bump up the font size for improved readability on smart phones.
Make the call-to-action obvious and easy to tap. Above the fold is preferable.
6. Email still reigns over Facebook and Twitter:
50.8 percent were reached by email, compared to 26.8 percent for Twitter and 22 percent for Facebook. E-mail ruled supreme by almost double.
7. Send email on the weekends:
The volume of email sent on the weekends is low, just like the volume for evening emails, which could help those messages stand out more. In email marketing, margins for clickthrough,open and sales rates every little bit counts.
8. Re-engage an inactive group of subscribers:
If your list is huge. Great! The only problem is that two-thirds of it may be inactive. Research has found that the average of inactiveness is 63%, that means once someone joins they are less likely to ever follow-up with your follow-up emails.So its better to re-engage the group of subscribers with some catchy topics.
Social media is one of the best ways for your business to reach a wider audience. These are computer-mediated technology that facilitate the creation and sharing of information, ideas, career interest,and other forms of expressions via virtual communities and networks. However, social media can be overwhelming if you don’t have the proper knowledge or tools. Here are some of the best social media management tools currently available.
1. HootSuite: Whether you are a user handling multiple accounts, or an agency that handles hundreds, HootSuite makes it easy. It’s easy to add accounts, easy to schedule posts across all major platforms and easy to add account managers.
2. Hubspot: While there are a lot of tools out there that let you monitor and publish to social accounts, we recommend platforms such as Hubspot where you can not only monitor and publish but also get closed-loop reporting data.
3. MeetEdgar: MeetEdgar is the one thing I would recommend because it has the biggest impact on traffic by automatically re-sharing your evergreen content.
4. TweetDeck: TweetDeck has been around a long time now, and there’s a reason for that: It’s one of the best and best-priced (what can beat free?) ways out there to be a part of the Twittersphere. The multi-columned layout makes it easy to follow several conversations at once, and scheduling content is a snap. Twitter moves so fast, but TweetDeck makes it doable and even enjoyable.
5. IFTTT : IFTTT, or “If This Then That,” is a great automation tool that can help you save a lot of time on trying to manage social media platforms, apps and websites. The tool can link these services together based on a trigger and an action. Based on the trigger you create, it will start an action. For example, if you publish a blog (the trigger), then IFTTT will automate and create a tweet (the action).
6. Buffer: It lets you schedule and manage social media posts across all of the most widely used channels.
7. Sprout Social: Our digital team utilizes Sprout Social for its social media management, which allows the team members to monitor clients’ social media mentions, engage with brand advocates, schedule content in advance, and utilize reporting tools to inform future strategies.
We all want more organic traffic to our business website.
The reality is that there is a lot of competition for organic traffic and a massive amount of content out on the web. Your competitors have the same goal as you do. So how can you rise above?
Here’s a hit-list of 7 Strategies to Increase Organic Traffic to Your Website:
1. Do Keyword Research
Make sure that you’re clear about the topics that you want to rank for. It’s not about ranking for your company name but about key phrases, often of your products and services. Make a list of keywords that describe the content of your products and services, and use them to generate your keyword phrases.
You can use Hubspot’s Keyword Tool to help you create optimal keywords based on specific criteria. Optimally you want keywords with high search volume and low competition. Think in terms of 1-3 word phrases and terms that users search for. This will definitely help you increase your organic traffic.
2. Optimize Your Website
Once you have ranked your keyword in terms of importance, optimize your website for them! First, make sure your primary keyword phrase is central to your website home page copy and title tags.
It would also be of value to have a separate inner page focused on that keyword phrase where the phrase is included in the copy, title, meta-description and the page URL. Your language must be simple and easily readable by your audience.
Make sure that the site’s usability (ability to explore and navigate from any device) is excellent and your pages contain high-quality, resource-rich content.
3. Use Long Tail Keywords
Long tail keyword phrases are just that….longer. They help you rank for terms that people might search for. Users are inputting longer search phrases in search engines, so having those longer phrases on your site can make a difference!
If you have a pet shop in South Bend, you might be tempted to make your keyword phrase “pet shop”. Think about how broad your search results will be and who all you compete against for that term!
If you narrow it down to “South Bend area pet shop” by making it a longer term, the list of competitors will be much, MUCH shorter and if you have that phrase on your site you can ultimately rank for it and lead more people to your site.
Plus, it would be a common search for someone regionally looking for a pet shop in the South Bend area to type that exact term.
4. Remember to Blog
The more frequently your site is updated, the more favored it will be by search engines. Stay on a schedule and post regularly to make your site more visible.
Users appreciate that you have taken the time to consistently provide high-quality content and will return for more. We recommend publishing new content on your website at least weekly if not 2x per week.
5. Create Viral Content
According to Buzzsumo, the most shared posts are longer and range from 3,000 to 10,000 words. For people to read that post in the first place, you have to have great headlines. If it’s good enough, 8 out of 10 people will click on it.
Use Buzzsumo to create content ideas and headline title ideas. Titles are critically important to generate organic traffic.
When writing longer content articles on your website, use sub-titles and bulleted lists to make the article easy to follow, and easy to skim. People online are often skimmers! Check out more tips on how to create awesome, readable content for your blog
6. Create Evergreen Content
Evergreen content retains its relevancy years after its original post, it “stays green” a long time! 60 Second Marketer sums up the do’s and don’ts of creating evergreen content:
Don’t develop evergreen content around passing trends that fade
Do use basic industry principles as your building blocks
Don’t simply repost old content
Do repurpose evergreen content to stay relevant
Don’t post only evergreen content
Do keep evergreen content in your arsenal for when you really need it
7. Create Elite Email Traffic
Most mass marketing emails go straight to the trash without being read. By creating an elite list, what your email offers becomes relevant to the recipient and they are more likely to open it and act on it.
When you send a newsletter like this where someone feels they are part of a insider select group, the open rates will be higher, hence increasing organic traffic. Your leads will be targeted and will create word of mouth referrals.
When done this way, even with less than 1000 subscribers, you can create a profitable business where email turns into real leads that convert to sales.
So that’s a wrap! Keep theses points in mind for your website so that you generate maximum organic traffic.
7-Step Social Media Advertising Strategy to Better Performing Ads
Social Media Advertising is a way to target audiences on specific networks through demographic information so targeted consumers can see your brand in their feeds. And it works really well when done right. But pushing paid content in front of random social media users isn’t going to immediately work or perform well at all. You have to be strategic with your ad spend, content selection, targeting frequency and audience demographics.
That’s why we’re here to help ease the pain of fading organic reach with the best step-by-step action items to get your strategy not only working, but well-tuned. Here’s our seven-step social media advertising strategy to help your brand avoid throwing money down the drain on poor performing ads:
Step 1: Know Your Campaign Objectives & Choose the Best One
Let’s get started by asking the most important question first–what’s the goal of your social media advertising strategy? Going blindly into paid social will only cost you time and money. But nobody is saying you have to be an expert advertiser to see results.
Instead, it’s all about prioritizing your goals and choosing the best one to attack first. Every brand has a different goal. And even though Moz uses LinkedIn ads to promote its ebook and community outreach, your business probably has its own unique objectives.
5 Most Common Paid Social Goals
To help you start brainstorming your campaign objectives, let’s look at the five most-common goals for social media advertisers:
Increase Traffic: If you need more eyes on your homepage, blog or product landing pages, traffic helps. Traffic goals boost your total unique visitors and pageviews. This goal is perfect if you’re looking to promote a new site, brand, product or sale/deal.
Increase Visibility: Higher awareness of your brand leads to more purchases, recognition and loyal customers. Visibility goals are great for increasing reach and impressions, which is ideal for brand awareness campaigns.
Increase Engagement: How can you tell if users actually like your posts? Measuring engagement through shares, comments, likes and retweets can help you understand what content works best. It also allows your brand get the conversation going with users.
Increase Lead Generation: Many brands use paid social ads to help generate leads. This is ideal for brands wanting to promote gated content or other resources that can help users become more invested in your brand. This can be a multi-step campaign as you could target these invested users specifically on the next ad. It also helps bring prospects into your funnel.
Increase Sales: Online retailers have plenty of social media advertising options to help sell products and services. Brands can run tests on paid ads to see product interest or to help run deals to get more sales. This is also ideal for brands releasing new product features.
Step 2: Carefully Select Your Social Platforms
By now, you should have decided on a clear cut advertising goal–the next decision? It’s time to pick and choose which social media advertising platforms you’ll use for your ad campaigns.
There’s plenty of benefits to use one network over another. However, you have to understand each business has its own unique reasons to promote on certain platforms. Here’s a few immediate key questions to consider:
Is this channel performing well organically for me?
Does this channel’s demographics match my brand?
Do our competitors target users on this network?
Does my target audience consistently engage here?
Does my ad format (multi-photo, video, GIF, etc.) fit the platform?
For example, Everlane has a good paid social presence on Instagram. The brand uses highly-visual content to get people to click and shop. It’s all about knowing where your target audience lives and where they’re most accessible.
Benefits of Social Media Advertising
Again, each network has its own benefits to paid advertising. But you do not need to use every platform. For starters, try choosing one or two networks that best align with your goals and objectives.
To make your process a little easier, let’s take a quick look at each major social network and see what type of content and ad play works best:
Facebook: The plethora of Facebook ad formats make it perfect for business-to-consumer campaigns. But its ability to make scaleable audiences is also great for B2B. These formats are ideal for getting deeper into your audience and uncovering potential customers through awareness and social reach.
Instagram: Increasing web traffic sales and driving awareness is ideal for Instagram ads. Highly-visual content gets users to engage with the content and show off products in the best light for high B2C conversions.
Twitter: Twitter’s various advertising options let brands work on getting new followers for a product launch or simply starting a new social channel. Twitter ads help grow awareness and drive clicks to your website.
LinkedIn: With a very specific demographic, LinkedIn is more ideal for business-to-business interactions. Your LinkedIn campaigns help gain visibility, generate leads, and boost traffic to your web pages through thought-leadership content.
Snapchat: This B2C platform works best with for pure engagement metrics, especially for younger audiences. Its sponsored filters and lenses are built to get users to engage, have fun and promote the product. Visibility and awareness are high markers for Snapchat ads.
Pinterest: The ads on Pinterest are often used to generate immediate sales of your product or services. Your paid content blends with other pins, allowing your brand to work as another avenue for your web store.
Step 3: Find the Middle Ground of Your Social Audience Targeting
Targeting an audience for social media ads is not an easy task. Trust us–we’ve spent hours working on Facebook Ads Manager, trying to select our target audience and share the best content. Trying to do this while matching your brand voice, while seeming appealing to completely new users who’ve never heard of you is tough work.
Whether you’re a pro at social ads or just getting started, one thing remains the same–you have to find a middle ground with your targeting. Ad platforms are only getting more complex and sophisticated, so it’s important to spend your time wisely by creating workable target audiences.
For starters, Facebook works as a great introductory space to work on your core audience. Use targeting features such as Interest Targeting to build your custom audience. This allows you target solely on interests and things that users like and share on their own Timeline.
Additionally, you can use the Audience Behaviors feature to narrow down users who have specific intents like purchasing behaviors or traveling intentions. All these things lead to sales and with the right behaviors selected, you’ll see those who are active with brands that relate to you.
Lastly, it’s necessary to know your core demographics when you target specific users. And to that point, you should know the demographics of your network to understand how audiences will react to your ads.
Save Your Audiences
On Facebook you have the ability to save and alter your audience targeting settings with ease. The same is true on LinkedIn and Twitter. Once you start to find the middle ground between users’ interests, behaviors and demographics, save these audiences.
You’ll always have the chance to come back and make changes to your segmentation. However, it’s best to avoid overly obsessing on your audience targeting as you’ll most likely make edits afterward anyway.
For example, if your ad needs to target Spanish marketers who are involved in higher education, you’d want to save this audience first. After testing, then you can make tweaks to each subcategory to fine tune your audience.
Let’s be real–if you’re needing help with social media advertising, you’re not likely going to nail down your audience in one try. That’s OK! Building an audience is a test-and-go process. Just be ready to learn and make changes as you build out better target audiences.
Step 4: Seamlessly Blend in With Organic Content
You’ve chosen your ad goals, the networks to promote and built an audience–now what? It’s time to choose what type of content you want to advertise! Before we get started, realize there’s several different types of paid social media advertising you can choose from on social media.
Not every type of ad will work for your brand. However, one of the best techniques to follow when creating paid content is to seamlessly blend into feeds, walls and timelines. A great example of this is with TD Ameritrade promoted ads on Twitter.
This ad seems harmless enough–right? But between a feed where a user would see various content updates with similar stock photos, this ad blends right in with other Tweets. Your ads don’t have to always make people stop and take immediate action.
Instead, you can use ads on social to blend in and feel like organic content to users. According to our Q3 2016 Index, 46% of users will unfollow brands posting promotional messages too frequently. For the most part, people know when they see an ad, which is why you want to avoid seeming too spam.
Lenovo uses Facebook video ads to promote new products. However, the video meshes well with other Facebook content and doesn’t appear flashy until you’re already engaged with the ad.
Research Your Various Social Media Advertising Formats
From the examples above, there’s certainly differences in each format. This is why it’s necessary to learn the various ad formats so you can fit in well with organic content on the network. For example, if you only used text ads on Instagram, the “pop” or “wow factor” would be much less than a video or brightly colored image.
With Instagram’s feed taking up the significant majority of the mobile screens, you have more opportunity to drive engagement with eye-catching ads. However, that same sentiment doesn’t really fit the style of a Twitter advertising or LinkedIn ad.
Currently, there are at least six variations of Facebook video ads brands use on the platform. Take the time to understand the pros and cons of each format before you decide to post.
Step 5: Have a Specific Funnel for Users Arriving From Ads
One step social advertisers often forget is to develop a marketing funnel from prospecting users to making a purchase online or in stores. The Next Ad uses a simple three-layered funnel to get users from ads to purchasing a product. These layers include:
Awareness: Your first goal is to attract various users whether they don’t know your brand or those who are highly interested. This broad cast helps bring in multiple users of various backgrounds and age ranges.
Consideration: This phase helps provide more relevancy to the individual user’s behaviors. Are they a former customer? A potential sale? New to your brand completely? You need to retarget each group differently to avoid being to spammy or repetitive with your ads.
Transaction: The most cautious step is transaction because you only want to provide ads that give one last push. Once converted, avoid targeting to this specific audience with sales-driven content.
To effectively move users this way through your funnel, you have to create the right steps in each area of your social ads. Additionally, your potential customers should arrive to specific landing pages that speak to them in their area of the funnel.
Again, you can’t have introductory product launch ads sent to users at the tail end of the funnel. Instead, you would want to cater content specifically toward their level of the funnel.
Don’t Forget Mobile
It’s beyond necessary to be mobile-friendly with your social ad funnel. In fact, the Pew Research Center found 80% of time spent on social media comes from mobile accounts. That means your funnel has to have an easy connection from ad to landing page to transaction.
Smile Direct Club uses mobile through Instagram advertising to educate and inform potential clients about its brand. The simple landing page allows users to share content with its brand, live chat or find out if they’re qualified for the product.
The funnel is perfectly created for various users arriving from the ad to a specific landing page. All of this is done with a mobile-friendly approach to keep users engaged with the ad from the native platform.
Step 6: Optimize Your Social Bidding Strategy
You’ve put so much effort into your social media advertising strategy this far–why risk wasting your work with a poor bidding strategy? Once it’s time to start bidding for your ads, it’s far too easy to overpay or severely limit your audience with low bids.
Instead, you have to find the right balance and optimize your social bidding strategy to be competitive, but money conscious. For starters, your bids go against a large amount of competitors trying to reach the same users.
To make it possible for all advertisers to have a chance, there’s a bidding structure. But as you likely know, it can get expensive in a hurry. Keep your bids to a minimum to start and understand your campaign might not get enough views for the limited bids.
However, this doesn’t mean you should avoid bidding higher amounts. In the end, networks like Facebook (and Instagram) work on a basis where everyone can get a share of the action–depending on how much someone pays.
If you pay at the bottom range of your competitors, you’re going to see the fewest impressions. But sticking in the middle will let you see mid-range impressions versus paying the most to see the highest number of engagements.
Understanding the Math Behind Bidding
Not everyone’s bidding strategy will work the same for others, which is why this subject is so difficult for advertisers. But we have one strategy we’d like to share with you that could help you understand that math behind optimal bidding.
First let’s look at this equation and understand a few things:
Total Cost: Total Clicks x Average Cost Per Click (i.e. 100 clicks x $1 = $100 Cost)
Total Conversions: Total Clicks x Conversion Rate (i.e. 100 clicks x 1% Conversion Rate = 1 Conversion)
In that case, your Cost Per Acquisition is still equal to: Clicks times average CPC divided by Clicks times Conversation Rate. However, you can simply remove clicks from the equation since they rule one another out. Then you find the CPA to equal: Average CPC divided by conversion rate.
Don’t let me lose you just yet! Let’s say your max CPA is $20. You would try to find out the max CPC you need to bid to achieve your CPA. Therefore, you would multiply your CPA of $20 by your historical conversion rate to get your max CPC.
In our case, our max CPA is $20 and conversion rate above was only 1%, so you have the equation: $20 x 1% = $0.20 CPC. This bidding strategy allows you to be smarter about spending by using common historical data. More likely than not, you already know one or two of these figures, which will help you discover the third factor.
Again, this won’t work for everybody, but it’s a safe and smart bidding strategy to work with your own goals and budget.
Step 7: Continually Refresh & Test Everything
For any ad campaign cycle, it’s essential to continuously refresh, alter and test your content to get the most out of it. One of the worst things an ad manager can do is let your various social media advertising get stale and overused.
Refreshing ads keeps your audience engaged and hopefully catches the attention of those you’re re targeting. Here are some ways to keep your social media advertising fresh:
Check ad copy: Always see what your words, phrases and calls to action are doing for your audience. Be confident in your copy and ensure it’s the best text that could go with your campaigns.
Change the creative: Do you use photos or illustrations for your ad image? Have you tested both variations to see what your audience responds to the most? The simplest design changes could mean the difference.
Update the landing page: Lastly, you should check your landing page to ensure your ads are successfully pushed through the funnel. There’s always a chance you could bottleneck your funnel with an insufficient landing page from your ads.
Learn Your Own Best Practices
The last step in your social media advertising strategy is to hone in on what you do best. Learn your own best practices and always test to make future campaigns easier. Many advertisers work with design, content, development and social media teams to launch ads.
As you learn your own best practices through constant testing, you’ll work faster with your teams and be more confident going into the next campaign. We’ll say it a million times, but everyone’s strategy will be different. It’s up to you how well and thorough you plan your campaigns to see true success.
The course has two main themes: curation and creation.
In the first part, Stephanie covers how to source and repost content, how to find content that aligns with your business’ aesthetic, the 3 “Must Do’s” before reposting, and how to encourage your own community to create content for you.
In the second part of the course, you’ll learn how to style, shoot, and edit your own images with the camera on your phone.
Free Instagram Marketing Course #2: Create Your Instagram Aesthetic with Later
Want more Instagram followers, and a better looking feed?
In under 30 minutes, learn how to design your own Instagram aesthetic and plan the perfect feed, so you can grow your Instagram faster with Later’s free Instagram training course, How to Create Your Instagram Aesthetic.
The 3 key elements of a good Instagram feed
How to edit photos for a cohesive Instagram feed
How to curate user-generated-content for your feed
Tips for planning 1 week of posts in 20 minutes
The course is hosted by Later’s very own Taylor Loren and Lizzie MacNeill, but you’ll also hear from 4 guest speakers who are pros at all things Instagram.
Instagram Marketing Course #5: Instagram for Beginners with Sue B. Zimmerman
Are you new to using Instagram for business?
If you need help building your Instagram strategy from scratch, or have trouble growing past 500 followers, Sue B. Zimmerman’s Ready Set Gram course is right for you.
This Instagram marketing course was created specifically for “new and up-and-coming business owners who want to learn how to establish, grow, and maintain an Instagram account for their business.”
If you’re feeling overwhelmed by the thought of acquiring new customers from Instagram, Sue will be there with you every step of the way! The course includes access to an exclusive Facebook group so you can ask questions and get the answers you need.
Cost: $297 US
Length: 8-10 hours (including work you do on your account)
Type of course: video course with workbooks, posting calendar, and access to an exclusive Facebook group