There’s a lot of studies out there that have proven that email marketing campaigns work. That’s why we keep receiving them as consumers. Brands send promotional emails and watch as sales come in. It builds businesses if you have the messaging is done correctly, and if you are doing everything right. The three main benefits of email marketing are it increases sales, builds integrity, and humanises the brand.
1) Increase your sales
When you keep sending emails that add value to your clients, they’re going to fall in love with you. They’re going to keep coming back willingly. They’re going to keep seeing your name when they come back to your website. They may end up purchasing your products regularly that they otherwise would not have bought. So, when you get those repeat visitors, it’s always going to be a good thing. Email marketing also is crucial to let them know of new complementary products that came out from their previous purchase or letting them know about other products that are coming out that they may enjoy. Once someone spends their money with you once, they’re much more likely to spend their money again on your complementary products or services.
2) Build your integrity
One of the best ways to create a brand is to keep getting in front of people. When you keep sending emails to them and provide them with value by helping them out, you’re going to build your brand because they’re going to come back to you. They’re going to tell other people about you. And it’s just going to increase from there exponentially.
3) Humanise your brand
Most people don’t always like doing business with a company. They want to understand the people behind the business. They want to make that connection to the staff who is sending the email. When you do this correctly through email marketing campaigns, you can convey who you are and all of your interests to people. At this point, they won’t just be relating to the brand any longer. They’ll be connecting to another person. They’ll understand there’s a person behind the brand. And when they do that, it can humanize your brand.
If you do your email marketing campaigns consistently and the right way, it can go a long way in helping your company establish authority in a particular area. It can get people to trust you and come to you for advice. When you create that authority, people are going to see that your brand is outstanding. Eventually, you become the go-to person or company in that particular niche.
If you want your email campaigns to land in the inbox of your subscribers, you should improve the email deliverability. The golden rule of email deliverability is not to act like a spammer. Every single email you send, including transactional emails such as receipts, passwords, and resets, should be as non-spam like as possible that your users in all probability need. Even though the email got sent on your end does not imply that it made it to your subscribers’ inbox. It could have gone to the spam or junk folder or got blocked altogether. It means that you need to put the following measures in place.
1) ISP compliance
Internet service providers are the guards of your subscribers’ inboxes. Its goal is to deliver emails that its users want and expect to receive. Nothing gets beyond without them. They provide the client with their email address. These include Gmail, Hotmail, AOL, Comcast, Yahoo, colleges that give out dot Edu addresses and enterprises. Each has its own set of rules, checks, and algorithms to decide whether your mail passes. Many even publish their standards online. Your job is to earn their trust because they watch what you’re sending by making a few inquiries to check whether anybody has heard about you or have read your message to ensure that you’re posting something that clients want. If they don’t trust you, regardless of how good your email marketing campaigns are, no one will see them. If you structure your email program with this in mind, then everything else typically falls into place.
2) Device compliance
For emails to make the right impact people need to be able to read them. They’ll do it using all sorts of devices and gadgets. So, you need to be open to exploring different deliverability techniques and methods.
3) Blacklist compliance
There are various blacklist organizations that ISPs subscribe to help them determine whether you are a spammer or not. These organizations hold large databases of spam domains and IP addresses. Some of the trusted ones are BSB, ACBL, PSP, and spam cop. Each has their spam filters. ISPs usually don’t publish which blacklist services they use. In any case, just knowing the big players can help you track if you ever get blacklisted. And so, you can get in touch with them to get you removed from their blacklist. The rule of thumb to follow to be blacklist compliant is never purchase or rent lists from shady sources and don’t scrape websites to harvest email addresses.
4) In and out compliance
Have a proper opt-in process. The sender must have either explicit or implicit consent to send email campaigns. The sender must document how it got the email address, including the opt-in date, connecting IP address, and the sign-up page. What’s more, the message must inform recipients how to opt-out of future messages. In other words, the email must include a functioning unsubscribe link. If a subscriber opts out, you must honour it within a reasonable timeframe.
5) Country compliance
Numerous nations have laws regulating what you can and can’t do with emails. And even if you aren’t operating in the country where the rule applies, you may still be subjected to their requirements if you’re sending emails to that country. Complying with them is to your benefit and should be part of any good email marketing process. The more well-known ones are Canspam in the US and Casle in Canada. If you’re sending your emails to other states, you may want to consult their local laws. However, complying with Canspam and Casle can put you into compliance with a vast majority of countries. Canspam stands for controlling all non-solicited pornography and marketing. Some of the requirements include the message cannot have false or deceiving header information. The email cannot use misleading subject lines. If the content is in an advertisement, you must identify it as such. The campaign must clearly state the location of the business. Casle stands for Canadian anti-spam legislation, and it has one of the strictest anti-spam laws in the world. Some of the requirements include the message must identify the sender and must provide a way for the recipient to contact the sender. Even if you don’t have Canadian subscribers, compliance with Casle would be a decent practice because it will cover your bases with most other countries’ email and anti-spam laws.
Even if you are not a spammer, the mailbox providers do all sorts of complex and sophisticated analysis to determine whether your message is worthy of the inbox. So, you need to understand how this process functions so you can utilize it in your favor to improve your email deliverability.
We are experiencing a significant shift in the real estate industry. More and more people are engaging in property transactions using digital money. In cities like Los Angeles, Miami, and London, people purchase expensive properties with Bitcoin. Stories abound of developers accepting Bitcoins for new projects in Dubai and New York. Many industry experts are excited about the potential for digital money and blockchain when it comes to real estate. But although digital currency transaction is the future, insiders say that we are not quite there as yet. However, when it comes to real estate market, the many benefits of buying and selling in Bitcoin can hardly be overlooked.
- A Bitcoin transaction is cheaper as it cuts costs by eliminating third parties. The fee to process the transaction is only 1%, which is a requirement for Bitcoin transfers.
- Also, digital sales are compelling in international property markets because they are quick, and in some cases even instantaneous. They remove the need for transfers between foreign banks and currency conversions, which can slow down the process by taking weeks or even months.
- Moreover, it is more transparent than the method for tracking fiat money as the firm just checks the legitimacy of the prospective Bitcoin buyers. Moreover, it is easier and more efficient than traditional currency from a technical perspective.
- Buying property in Bitcoin essentially involves fixing the price in fiat money and then converting it to Bitcoin. But the property seller absorbs none of the volatility as long as they exchange it back to fiat money as soon as the transaction is complete.
Mass adoption obstacles
Some Bitcoin analysts are less convinced that the property market would more widely adopt the cryptocurrency. First, the mechanics to convert their cryptocurrency into fiat money is very limited. But the biggest problem is the fact that Bitcoin and property appeal to different types of investors.
LinkedIn is the largest professional social network, yet many business professionals are only scratching the surface in using it as an integrated part of the sales process. LinkedIn provides the opportunity to create meaningful connections throughout the sales funnel when used strategically, and many active sales professionals say that LinkedIn is their most powerful online tool for finding prospects and building relationships.
If you are ready to take advantage of LinkedIn, the 5 P’s method will help you to focus your efforts strategically to get the results you want.
Your profile is your online resume – it needs to stand out and be compelling. This is your opportunity to position yourself as a powerful business professional. Think of your profile as your first impression with a potential lead or prospect. The most important elements of your profile are your picture (60% of your picture should be your face), your headline, and your summary. These are all at the top of your profile and follow you around LinkedIn. Complete the rest of your profile as much as possible and consider adding sections like certifications or projects to make it more robust.
TIP: Think about searchers when writing your headline, summary, and job descriptions on LinkedIn and use keywords to be found.
You don’t want to be talking to an empty room, so growing your network is important. Consider your objectives for being on LinkedIn and begin to target new connections who would be helpful to you in achieving your goals. This could be prospects, leads, people in your industry, thought leaders, or other business professionals. Building your network on LinkedIn is about both the quality and quantity of your connections, so don’t focus too much on numbers, but make sure that you are connecting with people that are relevant to you. You can also use LinkedIn search to find people and map out organizations to determine who the decision-makers are.TIP: When connecting with people who may not know you include a personal note as it increases the probability that people will accept your request.
Stay top-of-mind by posting regularly. This keeps you in front of your target audience and establishes you as an expert. Aim to post a few times a week, or as much as once a day. In addition to posting on your newsfeed you can also post to groups or longer format articles.TIP: Video posts are top performing right now. Consider adding short videos to break-through the noise and be seen.
Being active and participating is a great way to grow your visibility. Comment on and interact with the posts of others. Search hashtags and participate in conversations that are meaningful to your industry.
Consider participating in three places: 1) With people in your network on your own posts, 2) With people in your network on their posts, and 3) With people in your target audience.
TIP: You can also send private message to LinkedIn contacts once you have established a relationship and want to create a deeper discussion. Aim to take the conversation off of LinkedIn.
Finally, look at what is (or isn’t) working and optimize your approach. People not responding to your posts? Try asking questions or including a few popular topics (like travel tips or productivity) to generate interest. Evaluate your efforts and try different things to see what resonates. There isn’t a “magic formula” for LinkedIn – different things work for different people in different industries.TIP: Take some time each month to evaluate and improve.
LinkedIn can be a powerful tool – but only if you take the time to use it properly. Make a commitment to get more active on LinkedIn to boost your visibility, stay top-of-mind, establish yourself as a thought leader, and connect with prospects and clients.
TIP: Use the LinkedIn mobile app on your phone to stay active in downtimes throughout the day.
To learn how to use LinkedIn effectively, join us for a webinar: Mastering LinkedIn for Sales on October 10, 2019.
Photo by LinkedIn Sales Navigator on Unsplash
Digital marketing is constantly evolving, and, in 2019, it is projected that over half of advertising budgets will be spent in digital (and this will only continue to grow). This means that digital should be at the heart of your sales or marketing strategy. While most businesses have embraced digital marketing, the question remains – am I having the biggest impact possible? Is my strategy and execution focused on the right areas?
The reality of digital marketing is that the “shiny new objects” rarely get consistent results until they’ve hit mass adoption. A solid strategy focuses on what actually works in digital marketing and finding creative and focused ways to take advantage of these. This is why I wrote the book Digital Marketing that Actually Works to help businesses make smart choices in digital marketing based on what works now.So what actually works in 2019? Where should you focus your sales or marketing dollars to maximize return on investment?
Social Media: Social media is still a big part of most digital marketing strategies. Facebook and Instagram continue to dominate (Facebook mostly as paid, Instagram still offers both opportunities) and LinkedIn is emerging as a more powerful player worth your time and attention.
Digital Advertising: Digital ads represent over 50% of most ad budgets and are able to address full-funnel marketing or sales concerns. Funnel or Inbound marketing approaches are taking advantage of digital targeting while measurement is making digital advertising even more effective.
SEO: Search Engine Optimization is a tried and true strategy that gets business results. Don’t forget the importance of search, as for many businesses it represents over 50% their website traffic – and that traffic is very valuable. With the growth of mobile and voice, a solid search strategy should aim for a top three search result to break through.
Website: Your website is still incredibly important and likely the center of your strategy. Focus on making sure that your website is fast (Google recommends under three seconds) and optimized for mobile.
Conversational Marketing: Influencer marketing is growing in importance – for both B2B and B2C. Word-of-mouth and digital PR continue to provide opportunities for business growth. These areas tend to be under-invested in by businesses and present unique opportunities.
E-Mail: With mobile and chatbots, email doesn’t get a lot of attention but it is still one of the top tools to drive conversions and purchases. Don’t just focus on sending emails, but look at your ROI thoughtfully and be sure to link every email to a single and clear marketing objective.
CRM: CRM data is becoming more and more connected to other digital marketing channels, which is what powers the opportunities for personalization and customization. There are effective CRM solutions for businesses of all sizes, but effectively connecting internal sales, marketing, and customer service teams is still a big challenge.
Mobile: We know that mobile overtakes desktop in almost every digital marketing channel, so mobile optimization should be second nature. Emerging opportunities exist within mobile such as AR and VR.
As you build your digital marketing strategy digital marketing strategy for 2020 your focus should be on choosing a few digital marketing channels that really matter and focusing on mastering them. Do a few things well vs. many things poorly.
To facilitate this, we created the Investment/Impact graph to help businesses plot potential investments and make smarter choices. There is almost no end to what you could do in digital marketing, the question is what you should do. The investment impact chart allows you to plot your ideas or marketing investments based on the investment (total cost) and the impact that they are expected to have (sales).
A healthy marketing plan will have investments in low hanging fruit, the ROI center and big bets. As digital maturity increases so will the choices in investment/impact. There will be less low hanging fruit freeing up more investment for big bets.
Using the investment/impact chart to prioritize digital spending will help you prioritize digital investments. The challenge is to have the knowledge and experience to graph opportunities appropriately.
In 2019 and beyond digital will only continue to grow in importance. The challenge is to fully take advantage of it and focus on the most impactful areas for your business.
To learn more about Digital Marketing That Works Right Now, check out our webinar being held on September 26, 2019.
” Blockchain is making waves and is the new change on the horizon. This novel technology is not only affecting the financial world but also many other sectors. The four industry sectors that currently blockchain are supply chain, corporate responsibility, fashion designing and digital advertising. “
1) Supply chain sector
The problem that large food companies face is trust issue because their customers are skeptical of many things such as where their food comes from and the factory conditions. It is the job of the marketer to build trust to be able to sell the product successfully. Above all, transparency about the product is the quickest and the surest way to gain that trust. For example, Walmart used a strategy to bring a certain level of transparency in their logistics and supply chain. They enabled their customers to track digitally from where the products came. By doing so, the goal was to boost the trust of Walmart consumers in their products. This strategy of storing products through blockchain makes room for transparency and prevents tampering. Some services such as Metamask and Keybase already offer the user control of their transaction history and identity.
2) Corporate responsibility sector
Sustainable practice is something that customers used to take on the organisation’s word. Rather, when it comes to initiatives as corporate social responsibility, there used to be no accountability. Blockchain can generate digitized agreements, wherein the company is then held accountable by making these promises public.
3) Fashion designing sector
Innovative ideas are coming through in the fashion industry using blockchain. Shanghai-based Vechain is authenticating fashion products and providing a background of the items using blockchain technology. At Shanghai Fashion Week, Babyghost provided a link between the fashion and digital worlds. The customers can verify if a particular fashion item is genuine or not by scanning the tag using blockchain, and even see where it came from as well as who had previously modeled it. Verification of the authenticity of the products can be traceable from the point of origin. This feel to each product allows the customer to create a unique connection with the item. Thus, blockchain can tap into authentic advertising without being seen as marketing. The possibilities are endless for those marketers innovative enough to jump on the bandwagon.
4) Digital advertising sector
The advertising industry is not only dynamic but also susceptible to change. Intrinsically, it fluidly adapts to the shifting focus of consumers and new technologies. The blockchain comes into this arena by creating more value for ad campaigns. For advertisers, the future could be different on many fronts and applications. They include permanent contracts with consumers, verification of ad delivery and handling consumer data transparently. This surge shows how much commotion is happening right now in the digital marketing industry. And it all results in an increase in the profit margin and a decrease in extra costs.