Rss Feed

Large Fines for Google and Facebook?

Uh, oh!  Unlike the U.S., Europe is not too happy with the policies of Google and Facebook.  According to the article at http://marketingland.com/, Europe’s regulators see their terms and policies as contrary to their laws.  The biggest law they believe Google and Facebook are violating?  Privacy Laws!

Find out what’s on the horizon in this worrisome article, here.

Is Snapchat Falling Short?

According to an article in www.socialmediatoday.com, Snapchat isn’t impressing marketers like it should. Could this mean the death of a quirky but used social media platform? Get the low down in this surprising article.

Snapchat article, here.

 

Revealing E-mail Stats

Wait until you see the revealing 2016 e-mail stats from the Data & Marketing Association. Some highlights include…

*Almost 50% of consumers expect to get promotional e-mails from companies, weekly

*The average open rate for the retail industry is 15.43%

*53% of marketers say an e-mail specific landing page is the most effective way to build their lists

And wait until you read what the #1 barrier to a successful e-mail campaign is!

Get the details here

Avoid the “7 Deadly Sins”

Our friends at Marketing Land have done it again! Check out this article if you practice mobile advertising. Marketing Land’s article, “Avoid the 7 Deadly Sins of Mobile Performance Marketing” will open your eyes. Find out if you’re hurting your mobile marketing and how to fix it.

Repent and profit, here..

50,000 E-mail Subscribers?

Imagine having a list this large for your business!  If you’re an author or publisher maybe this is nothing.  But what happens next once you have a list this size?  Find out in this article from Marketing Land. In it you’ll learn the next steps for using, managing and profiting from a huge e-mail list.

50,000 e-mail subscribers.

Your E-mail Marketing To-Do List

If you’re an author, publisher or business owner, you’ll enjoy today’s article. It’s posted at a top digital marketing site called, Marketing Land. Make no mistake this site has more info on digital marketing like e-mail that will help you grow your business. Check out the insightful article, “7 Easy Wins to Add to Your E-mail Marketing To-Do List.”

Learn your 7 easy wins for e-mail marketing.

Marketer of the Month-December

Hello Everyone!  I’m spoiled rotten when it comes to the people I know in business.  Another example is Karina Taugwalder of Online Presence Care in Colorado.   We sat down last month and talked about the importance of web design in marketing your business.  As you can imagine there’s more to a website than meets the eye.

 

Clyde: What is the biggest complaint businesses have about their website?

 

Karina: Neither the owner or visitors can find anything on the website.  They say navigating or moving through the website is too hard.

 

Clyde: What is the biggest misconception about web design?

 

Karina: There are four things that come to mind.

 

1. People think the website is done when it’s designed.  They forget it’s a living document that needs updating.

 

2. People think a website is easy to design and build.  Personal thought requires a lot of thought.

 

3. People think it’s all about the look and structure, but it’s also about the content.  Content is king.  As a Web Designer, I design the look around your content.  I’m talking about video, words, etc.  Also your images and videos should go hand in hand with your content.  Images should not over power your content.  They should accent your content.

 

4. People believe once your website is done it will be automatically seen on the internet.  But it takes time for the robots to index your pages and be pulled up when visitors are searching with keywords.  This process can take 1-2 months.

 

Clyde: How can the design of your website attract more prospects and customers?

 

Karina: Your content has to be clear.  It needs to be less jargon.  Use bold and italics.  Give your prospects and customers tips through blogs and your home page, because they want to learn things.  If they read good content and tips, it increases your trust.  The possibility they become a client of yours is higher.  Also don’t be afraid to offer webinars.

 

You don’t want your website too technical or use too much marketing jargon, because people will get turned off.  You have to educate them in lamen’s terms.

 

The tips you offer are about value, because you must offer value.  As a Web Designer, I have to put myself in the shoes of my target market; “how can the client benefit from my services?”  It’s not about me as the Web Designer or my business, but about people who may want my help.

 

 

Clyde: What are some common web design mistakes you see?

 

Karina: There are many mistakes you can make, but here are some of the most common ones I see and help clients resolve.

 

1. Some sites have too many distractions with images.  Flashing animation or video starts playing automatically.  As a Web Designer, I may want to give my clients the manual option, so they can control it.  On mobile devices this type of content uses up your cell phone data.

 

2. Another one I see is confusing navigation; it’s not clear where to go on a website or where people will end up.

 

3. Clicking on an external link; it should quickly open up a new web page.  When this doesn’t happen, it causes the business owner, employees and site visitors to get lost.

 

4. For a Web Designer, you have to design the website for the audience not the businesses.  Business owners believe it should be to their liking.  It can be a challenge to convince businesses to design it for their audience, because it will make sense for the audience.

 

Clyde: Which pages on a business website, do people visit most and why?

 

Karina: Some of my answers may seem obvious, but you would be surprised how many businesses don’t know this about their website.

 

1. Home Page: it’s the main landing page or entry into your business.

 

2. The About Page: this page gives visitors more detail about who you are, and why you do what you do.

 

3. Services Page: people want to see what you offer.  They want to know if they can benefit from your services.

 

4. Prices: this can be a deterrent, since you don’t want people to leave a page sharing what you can offer them.  But you can list your basic prices if you want.  But don’t put all of your pricing on your Prices Page.  People love to comparison shop.

 

5. Tips Page: on this page you establish yourself as the trusted expert in your industry.  The tips should be information website visitors can use to solve one or more problems today.

 

 

Clyde: What are some best practices for driving more prospects and customers to your website, through social media channels?

 

1. Post original content: visitors want to see your originality, so make sure the majority of posts are yours.  You can intermingle posts from other sources.  It’s important to share their website links out of respect.

 

2. If it’s your own content it should always link back to your website and link to the corresponding page or blog on your website; otherwise known as “back linking”.  You do this, because you want them to land on your website.  

 

3. Again, offer tips.  People like tips, see what’s new, themes, be entertained; use an inspirational quote or image.

 

 

Clyde: Why should you hire a web designer to build your website instead of doing it yourself?

 

Karina: There’s a ton of competition out there among website builder tools.  If you build one yourself, you will use a website building platform like Weebly.  But these do-it-yourself web building tools have limitations.  You can’t customize as much, due to the texture, structure and content.  And linking with social media channels can have limitations.  

 

When it comes to actually adding specific code for Google Analytics for visibility, you have limitations.  Also, you can’t improve your site as you go, which is key for driving more of the right visitors to your website.

 

Clyde:  What website building tools are you referring to?

 

Karina: These include WIX, Square Space, Weebly and others.  Here are some more limitations you can expect.  They have built-in flash that’s not search engine friendly.  The robots have a hard time indexing your web pages. The chances your website is found on the web is limited.  Some limit you to one page.  That’s fine if you’re talking about a single landing page to feature one product or service.  But what if you need more than one page?

 

Some free or low cost website building platforms are no good for robots to index your web pages.  This can lower your Page rank and make your web pages hard to find.  Still others aren’t analytic enough.  You don’t get the reporting on website traffic you need to have.  And they don’t give you full control; the company still owns the website, not you the owner.

 

Remember, your website is a living document.  Some website building platforms, may limit the changes you want to make to your website.  You may want to add to your design, but there may be an added cost.  Some web building platforms won’t allow any changes and you have to use a different web design program.

 

Clyde: What sets you apart from other Web Designers?

 

Karina: I’m customer-care oriented; I actively listen to what you need.  I’m solution-oriented.  I look at your challenges and come up with solutions.  I consistently follow up on the status on your project.  I communicate through e-mail, text or phone.  Communication is the key to keep a project moving forward.  I make sure there’s no missed communication.

 

If I design your website, I’ll give you full access and train you, so you can maintain your own content if needed. Here’s one of the biggest complaints I come across;  Some Web Designers build a site, but they take off.  The client can’t access their site and are hung out to dry.  You paid money for your site, so it should be your property.  

 

After your site goes live, I make sure I provide you support up to 3-4 months.  I want to make sure what I did is beneficial to you.  Checking key words and how your site is ranking.  I send a report, so you can see how your site is performing.  In working with me, you’re getting a Web Designer, Computer Trainer, Social Media and Marketing Productivity Coach.

 

Clyde: Wow, it sounds like you really take care of your clients, Karina.  Thank you for spending time with us today!  How can potential clients get in touch with you for help?

 

Karina: You visit my website at www.swisswiz.biz.  You can contact me at karina@swisswiz.biz.  And thank you Clyde!

 

 

 

 

 

 

 

 

 

 

Follow Up with Social Media

I know you’re busy, so I’ll get to the point. If you’re using social media to reach customers and prospects, here are some best practices for following up. Failing to follow-up will cost you money. I have tested them and know they work.

 

Step #1: Follow Up Within 72 Hours

I learned this lesson from a brilliant Sales Manager. She said, “Clyde, if you don’t follow up within 72 hours, people won’t be interested.” I’ll go one step further. If you don’t follow up within this time frame, your competitors will. What will that cost you? In today’s economy, no business can afford to assume they will always have customers and prospects. We’re all REPLACEABLE.

 

Step #2: Give Them Something Useful

People have problems you can solve. When someone shows an interest in your product or service, give them something they can use to solve their problem, immediately. Tell them it’s your “thank you” for contacting you. If you’re a restaurant, how about sending a free e-book on how to prepare meals for on the go? Other useful “gifts” can be helpful articles, podcasts or videos. It pays to help people solve their problems.

 

Step #3: Offer an Invitation

Are you hosting an upcoming webinar or meeting? Invite your customers and prospects. This is the chance to “show them”, how you can help them. Encourage and reward them to invite others to attend. Again, you’re offering them information they can use. But you’re also demonstrating your products and services.

 

Step #4: Make a Unique Offer

What can you offer them your competitors can’t? What can you offer your competitors can, but haven’t? Do you know why women say “yes” to men who ask for their hand in marriage? She knows he is offering her something she can’t or won’t get from another man. It’s the same in business. Your uniqueness needs to shine through. If not, the next word in your audience brain is………….NEXT!

 

Eye-Opening Follow-Up Numbers

Here are some sales stats that opened my eyes recently. Just when you think you know all there is to know about marketing and sales, something like this hits you between the eyes.

follow-up-1

Two numbers yanked me by the eyeballs. First, 48% of salespeople don’t follow up with a prospect. Second, 80% of sales are made on the fifth to twelfth contact! Bottom line, social media is more than Tweets and Likes. You’re still responsible for following up in a timely and helpful manner.

 

DON’T MISS THE BOAT.

The “Missing Link” In Your E-mails

Businesses can send out so many e-mails, subscribers get taken for granted. There’s an element to e-mails easily overlooked by businesses marketing online. What is it? First, let me ask you a question. Are your e-mails selling-based? If so, you’re missing the boat.

Today, subscribers (real people), are blasted with “selling-style” e-mails, daily. When I check my own inbox, it looks like one hundred sales people are at my door.  All of them are knocking and yelling, “Buy, buy, buy”!

Here’s the deal. I get it. We’re all in sales whether we want to admit it or not. But guess what, fellow online marketer? At the end of the day, we’re still dealing with PEOPLE. So, what’s the “missing link” in your e-mails?

 

The “Missing Link” You Need

The “Story Element” is the critical piece to any e-mail you send to your lists.  No matter how sophisticated or educated your subscriber is, they’re wired to pay attention to stories. How important are stories?

According to Box Office Mojo, here were the top three movies for the weekend of October 21-23, 2016…..

1. Boo! A Madea Halloween: $28,501, 448.00
2. Jack Reacher Never Go Back: $22,872,490.00
3. Oujia: Origin of Evil: $14,065,500.00

People don’t spend their hard earned money on the movies for nothing. They do it, because they love great stories. The question for you is do your e-mails offer any compelling stories?

 

Examples of Compelling E-mail Stories

First, what story do you have about your product changing a subscribers life?  I would ask the same about your service. These are the things subscribers want to know.  Why? Because authentic stories grab them emotionally and provide proof what you offer, works.

What about your “Customer Story”? Does your e-mails contain stories about customers who were thrilled with the service and results they received from your company? If your e-mails only share what you’re selling, nobody cares.  In fact, you miss out on the “Hidden Element” of all advertising and marketing……

 

The “Hidden Element” That Increases Sales

The success of any campaign is tied to how many customers tell prospects about your product, service and business. It’s one thing to make an initial sale to a subscriber. But the real money comes in as they continue to buy and persuade others to do the same.

If you want to know the power of this, look at yourself. The last time you bought something you loved, how many people did you tell? I bet at least ten. How many of  them followed your “buying advice”?

Your subscribers will do the same if you give them powerful stories to tell about your business. Otherwise, you’re just like your competitors. A bunch of salespeople begging people to buy from you.

 

It’s Time to Act

If you’ve been on the fence about using a “Story Element” in your e-mails, it’s time to act. Start identifying stories about your business. The best place to look is in customer reviews and testimonials.

These are the places where customers tell the truth about you and your business. I know, I know. Not all reviews are accurate. Bad news….MOST ARE!

Do you know a company with an e-mail database of 10,000+ e-mail subscribers? Do they not have the time or energy to write their own “story-based” e-mails? Have them contact me today.

I created the “Storytelling System”. It’s designed to inspire people to buy from you and tell others about it.

They can reach me at clydecopy@gmail.com. Write “Tell my story” in the subject line.

Marketer of the Month-August

  1. Why did you choose e-mail and Facebook marketing to build your business?

 

The largest buying audience is Millennials.  The social media campaign is critical.  I got turned onto one of our top tier group of Farmer’s agents.  They’re the yearly award winners.  They formed a group called, “Social Hero’s”.  It was eye opening to see how social media can bring in new business.  You can’t argue with people who have 10,000-11, 000 insurance policies in force.

 

  1. How often do you e-mail your prospects and customers?

 

Every month I search my entire book to see if any clients or leads aren’t being touched by an e-mail campaign of some sort.  When we see that we send out an e-mail campaign.  Over the next fourteen days they will get an e-mail touch at least ten times.  The intent is to get a response or information.  One, they say no.  Second, over fourteen days there’s an introduction, educational, inquiry e-mail.  We repeat this sequence over fourteen days.

 

  1. How often do you post on Facebook?

 

I post every day.  I have a company with sponsored content where something is getting posted on my business page every day.  It’s recommended drop times, etc.

 

  1. What are some common mistakes you see businesses make with e-mail and Facebook marketing?

 

E-mail:  It becomes like they’re shoving it down people’s throats.  Click here, do this now, get this now, etc.  A lot of click this go here language.  People are already skeptical with e-mail.  With e-mail systems you have to be savvy about how you say things.  Otherwise it’s junk mail.  Some of my clients can’t get my e-mails.  They may have put me on a junk mail list or I’m being listed out.  I don’t use the word quote in the subject line, but insurance documents.”  Their designed behind the fact I’m a trusted adviser not a car salesman.

 

Facebook:  You get inundated, argumentative content.  You get posted content that’s not valuable.  The live video ones are awful.  Nobody wants those messages.  One person I know does live video, but it looks unprofessional.  You can’t look like you’re off the street.  You have to look and sound professional.

 

Some Face book posts are obviously not about the client, but about themselves.  You have to be informative.  You have to educate them on if they want a goal, what are the steps you’re taking to get to that goal.

 

  1. What are the three best practices for using e-mail marketing?  The same question for Facebook marketing.

 

First, You want people to know you enough.  Introduce yourself and give them opportunities to get to know you.  I’m in the process of putting in links to my profiles to validate me.  I’m not a random e-mail.  People want to know I’m for real so here’s my Google link, LinkedIn and website.  See, e-mail is just junk mail people used to get in the mail.If I’m going to introduce myself to you, I need to validate myself.

Second, you need to capture me in the first twenty words.  Bottom line, people scan not read.  If it doesn’t pertain to me, forget it.  Like “Hey you want to save money on your insurance?”  The response is no and delete!

 

An e-mail of mine might say….

At our agency we try to save you money.  Would you like to see options to save you money?  

 

My e-mails are not steered around price.  I craft something around an emotional hit or conventional understanding.  I put out Christmas cards in July.  Not relating to money, but I wanted to help them with savings, so they can put more under the Christmas tree.

 

Clyde: Yes, the first lesson I learned was people don’t like to be sold.  That’s why I moved to a story-based model of copy writing.

 

Larry: It’s true you can’t sell people.  I’m looking at one of my Christmas cards now.  It tells people they can save money with more discounts.  I just educated them and asked them to give me a call.

 

  1. Which medium has been more successful for you?  E-mail, Facebook or a combination of both?

 

Combination of both.  It depends, but the e-mail tends to be more targeted than Facebook.  The e-mails have to be specific.  Facebook has to be visual with minimal words.  People scroll.  I put my dog in posts and people are curious.  We have different content.  People will react to causes.  It’s a political world.  Think about Instagram, Snapchat.  We love it, because it teases the mind and then makes you think.  That’s why we’re into it.

 

  1. How did you determine the audiences you wanted to reach?

 

Our marketing strategy let’s us know people who are teachers, doctors or police officers.  They’re all people based on their everyday world.  They’re responsible in their world.  They understand the value of insurance.  You can say, one insurance is cheaper under age 25, but at age 26, their the highest.  We’re after people 25-40-years-old.  It’s our sweet spot.  They’re career-minded people.  At age 35 their buying a home. Age 40, they’re looking long-term, with accumulated assets.  They’ve had life experiences where they know someone lost everything.  At age 45 they look at retirement, so they want coverage to making sure they get there.

 

  1. Can you tell us how many leads and customers you get from e-mail and Facebook marketing, monthly?

 

This month I’ve brought in 5,800 leads.  On average with homes 18% conversion rate with auto it’s a 12% conversion rate.  The top tier insurance agencies in the U.S. know from years of stats I need to have 500 new leads coming in every month.  About 350 become prospects.  About 200 are true leads, 45-50 actually buy and that’s still high.  It’s called our sales funnel and as you know it has to be full.

 

  1. Do you do print advertising to supplement your online efforts?

 

 Not at this point, because it’s a high cost.  I don’t see the value of doing print right now.  I see the value in some print mediums, but it has to be measured.  I won’t throw something out there if it can’t be measured.  I want to be able to look and see if it works.

 

Larry, thanks for your helpful answers!  I know the “Click-to-Open” audience can use it to improve their own e-mail and social media marketing.  Have a great week, my friend.

 

 

ilocal-footer-logo
Website Design by iLocal, Inc. Click to Learn More