Category Archives: Email Marketing

Marketing Automation Tips for Beginners

Digital Marketing, Email Marketing

Marketing automation is often confused with being nothing more than general email marketing.

The digital world requires you to automate your marketing and operations to boost your productivity. And the best way to achieve this goal is to invest in marketing automation tools that help you accomplish your marketing automation tasks.

What is marketing automation?

Marketing automation uses software that streamlines outbound marketing for you. It is designed to help you pick and choose your tasks for the day so that you get to execute the plans in an efficient and time-effective way.

Whether it is email marketing or the implementation of analytics, automation takes care of everything.

How does marketing automation work?

To understand how marketing automation works, it is essential to look at the previous mass marketing methods.

  • Businesses would invest valuable time and finances into email marketing without segmenting the target audience in the sales lifecycle.
  • The lack of actions only exhausts the budget, and sub-optimal results discourage future marketing efforts.

The automation process helps nurture the leads throughout the buying lifecycle while delivering laser-cut precision in targeting the right audience. It helps personalize each message sent out to your potential clients.

You decide to send an email to a group of prospects about a new product.

A few days after the initial email send, you follow up the email with additional information.

Once you have hooked the bait, only then can you land the conversion.

The customized messages and attentive approach are likely to convert three times more than just a simple email pitching your product and hoping it converts.

This marketing model has generated impressive results and has proven to increase revenues and profits.

Now that we have established the ground for marketing automation and its process so let’s look at a few tips to increase conversions on the first try!

Integrate Automation To The Inbound Marketing Strategy

When you take an omnichannel approach to automated marketing, you can provide excellent content faster.

All you do is switch to a more valuable stream of content for your customers when they need it. You can utilize SEO strategies to find the correct segment of the audience for your product, and you are good to go!

Follow A Highly-Targeted Route To The Narrowest Niche Of Your Audience

The customer today wants an experience that adds immediate value. They want to feel validated and also very special because they chose you instead of anyone else in your industry.

Automation helps you follow up without actively investing your time in each lead. That’s why it works so efficiently.

Imagine signing up for a blog about SEO and its basics. You read it, you love it, and you start getting more emails from the same company. If they continue to follow up with SEO-related free resources, you will quickly follow up with their call to action and purchase their course! Would you not?

Engage The Clients To Develop Authority

It is easier to convert a previous client. There is no denial. That’s why we believe that you must utilize your previous customers to expand upon the existing customer base.

You can even start sending birthday greetings and discounts to foster the relationship with your clients so that their word of mouth extends your number of orders for the week.

Avoid Being Blatant For Long Term Success

Remember that the audience today does not like hard selling. They like to read between the lines and enjoy subtle touches.

So it’s better to keep things soft and sweet instead of choosing shouty capitals for the call-to-action. You don’t want your messages getting deleted or end up in spam folders.

Final Thoughts

Marketing automation is the first step in the journey of transformation. It has already proven itself to be effective.

Get started with automation to optimize the marketing and sales process. That’s all that truly matters!

Building an Effective Online Sales Funnel

Digital Marketing, Email Marketing

Marketing is an essential component of business success. While there are countless methods for marketing a company, every method must have one thing in common: strategy. It can be easy to fall into the “try everything” trap when it comes to marketing initiatives, especially without professional guidance. Unfortunately, this almost always results in lost marketing dollars and a new aversion towards marketing in general.  A sales funnel will help you achieve sales success.

No matter how you choose to market your company’s products and/or services, doing so with an end goal in mind is imperative. At the end of the day, everyone wants to achieve the same overall objective: reach prospects and turn them into customers. So, how is this done? What can you do to establish a plan that successfully communicates with prospective buyers and transforms them into actual buyers? The answer often lies with an effective online sales funnel.

What is an Online Sales Funnel?

Online sales funnels, also referred to as a sales process or revenue funnel, are simply the method of leading prospective customers through the buying journey. When strategically crafted and carefully executed, an online sales funnel has the potential to transform a company’s lead generation success.

The four general phases of an online sales funnel include:

  1. Awareness
  2. Interest
  3. Decision
  4. Action

How an organization guides a prospect through each of the above phases is critical to converting leads.

Awareness

Traffic is the essence of launching any online sales funnel. Garnering traffic allows for awareness to foster, making prospects not only aware of the existence of your products/services, but making them aware of your value proposition. Using outlets like Google, social media, email marketing, and content marketing, companies are able to accumulate eyeballs and build awareness.

Interest

While running a campaign to make your target audience aware of your brand is important, it means little if you are unable to also pique interest. Incentives like free downloads, discount codes, or referral bonuses are excellent ways to draw interest from prospective buyers.

Decision

The decision part of the online sales funnel is crucial – this is where you must nurture the leads that you have cultivated. This is often done through education of the value in purchasing your products/services. Helping prospects to make a decision means arming them with the right information.

Action

An online sales funnel is all for not if the prospect fails to make it to the action stage. Closing a lead may require a bigger push such as a special offer or a coupon code. In addition, converting a customer may also require an ongoing effort in the form of retargeting campaigns to maintain engagement.

The Value of an Online Sales Funnel

Approaching sales with strategy is critical to winning new customers. While the obvious objective of any funnel is to convert a lead into buyers, there are a number of ancillary benefits to consider as well. Building brand awareness for your products/service, providing education about your offerings, piquing interest, and staying top-of-mind are all important aspects of launching an online sales funnel.

Could your business use a hand in converting leads to customers? Big Customer Network has decades of experience in building effective online sales funnels. Contact us today to learn more.

5 Savvy Ways to Combine Traditional and Digital Marketing

Content Marketing, Digital Marketing, Email Marketing, Social Media Marketing,

Marketing, in any capacity, is an essential component of business success. Organizations of all kinds realize that promoting their value to a particular audience is paramount to generating leads and making money. This realization is nothing new. The Egyptians knew that they could use papyrus to craft sales messaging. Marketing is both an art and a science, making it one of the most complex and dynamic practices around.

Traditional marketing laid the foundation for digital marketing’s triumph. And today, many business owners have abandoned traditional methods of advertising. Some have shied away from billboards to give Google ads their attention, others have removed all magazine ads to run Facebook campaigns or even their television spots to establish and grow their YouTube presence.

As new and shiny technologies emerge, it can be very tempting to ditch all traditional ways of communicating with prospects. But is this the way to go? Has digital media overtaken traditional media in such a way that it makes sense to dedicate all dollars to the former?

While there is certainly much to be said about the power of digital marketing in 2020 and beyond, it is worth noting that traditional marketing tactics still have power too. What if combining the two strategically was the winning ticket?

Today, we explore some of the shrewdest ways to make digital and traditional to work together, creating the opportunity to cast a wider net of prospects.

Merging Traditional and Digital Marketing for Business Wins

Digital marketing can live in a lot of places – your phone, your inbox, the websites you frequent, and so on and so forth. And while our lives are overwhelming digital, there are still a number of places that website code and internet access cannot reach. Digital marketing cannot have a conversation with a prospect during a networking event, it cannot be sent to the front door of a home, and it cannot target hundreds of thousands of people driving along a highway.

So, how can you utilize both digital tactics and traditional methods to reach your target audience everywhere? Let’s dive in.

1.      Direct Mail and Email

The ability to reach people in their mailbox is still powerful. Sure, some will immediately throw away a flyer or a coupon book, but what if that flyer or coupon book came from the same company that sent an email earlier that day? Brand recognition goes a long way in generating leads and coordinating direct mail with email marketing campaigns can have a major influence on consumers.

2.      Billboards and Geotargeting

Location is huge in marketing, that’s why billboards still live on the sides of the road worldwide. Geotargeting is also hugely important for companies looking to corner a specific zip code or neighborhood. Combining these efforts can prove to be enormously successful, especially if data-collecting via geotargeting is then applied to the billboard location.

3.      Cold Calling and Prospect Data

Cold calling may seem like the most antiquated play in the book, but what if you were cold calling someone who took an action indicating they had an interest in your product/service? This is the power of combining cold calling and prospect data. Using data to identify intent, you can reach out to people who have expressed interest based on their online activity.

4.      Newspapers and Digital Ads

Newspapers have certainly taken a hit in recent years, but many people still like to start their day with a black and white paper. Running an ad in a newspaper and then following up with digital ads targeted by location can be a great way to hit people twice in one day. Plus, with readership dwindling the cost of newspaper ads has gotten a lot more competitive.

5.      Local Events and Social Media Marketing

Hosting a local event is a great way to engage current clients and attract new ones. Pairing this with a social media campaign can be very effective. This may mean giving a discount for social media check-ins or even featuring attendees on your social pages. Coca-Cola’s “Share a Coke” campaign was a major success. Fans were encouraged to purchase a personalized bottle and this boosted online sales. Plus, countless people posted photos of their Cokes on social media, further promoting the campaign.

Lessons from Diversification in Marketing

Most marketers can attest to the fact that putting all of your eggs in one basket is a big mistake. Running only Google ads will inevitably leave out segments in your target market. Putting all of your money behind a billboard on a major highway will only work with supplemental digital activity. As we shift more and more digital as a society, it is tempting to forgo all traditional methods of marketing. However, those who can combine both digital and traditional marketing strategies will find themselves winning big with their audience.

Could your company benefit from the combination of both traditional and digital marketing? At Big Customer Network, we have mastered the art of finding the perfect combination for our clients. Call us today to learn more.

Digital Marketing During COVID-19 and Beyond

Digital Marketing, Email Marketing, SEO,

Online Marketing

 

COVID-19 has impacted nearly every aspect of the lives of individuals and businesses across the globe. From contract workers to small businesses to large corporations, a multitude of adjustments have been and will continue to be made. The reality that we now find ourselves is strange and new. Whether we like it or not, we need to rethink everything when it comes to the way in which we conduct business including digital marketing.

The changes have been drastic and far-reaching, but they all have a common thread: nearly everything must be digital. Conference rooms have been replaced with Zoom meetings, classrooms have moved online, groceries are being delivered via an app, and the list goes on and on. So, where does digital marketing come into play? How can companies adapt and stay afloat during these unprecedented times?

The answers aren’t always crystal clear and they seem to be evolving with each passing day. However, there are a few things that we know will be true today and tomorrow. Digital marketing was important yesterday and it’s even more important tomorrow. With this in mind, we are breaking down just how important it is to establish, maintain, and grow your online presence in the world of COVID-19 and beyond.

Let’s dive right in.

Start Internally

It would be unfair to jump right into digital marketing tactics without addressing the elephant in the room: a lot of businesses are suffering right now and are simply clueless when it comes to basic functions. Before we discuss how you are communicating with your customers, it’s important to figure out how you are communicating with your team. The best place to start is to establish protocols and best practices.

With everyone working remotely, it can be extremely hard to keep track of roles and responsibilities. Take advantage of platforms like Hatchbuck, Basecamp, or Zoom to begin to streamline your operations. Don’t be afraid to try a platform and then change your mind. Everyone is learning as they go and it is important to find a good fit for your particular industry and company.

Beyond nailing down a communication and workload strategy, it is important to find a way to keep employees motivated and engaged. Encourage workout breaks and happy hours, recognize great work and contributions and be as transparent as possible in conveying the status of your company’s overall health.

Take Advantage of Digital Marketing’s Power

Coronavirus may have shined a light on all things digital, but the truth is that digital marketing has enjoyed its time in the spotlight for many years. With mounting pressure to “flatten the curve”, people are stuck inside and forced to conduct their day-to-day routines inside. And that means relying on the internet for, well, everything.

There are a few critical digital marketing elements to focus your efforts on right now:

Email Marketing

Unless you are living under a rock, you have probably received countless emails informing you of how any company you have ever interacted with is handling COVID-19. In some cases, this was necessary and important. However, the real value in email marketing lies in the months ahead. First, focus on customers. Reward their loyalty with a great deal and remind them that you are open for business. Next, promote your best-selling product/service to your entire list. Highlight the selling points succinctly and send a follow-up to anyone who clicked on a link in the email.

Review and Optimize Your Website

Now is a great time to make sure that your website is up-to-date. Make sure your products/services pages are current and that all links are working correctly. Test contacts forms, add links to your social platforms, and regularly add blog/article content. Finally, put some real time into your search engine optimization (SEO). While there have been dips in sales and traffic across websites in every industry, these numbers are expected to rise and you want to be prepared.

Get Social

People have a lot more time on their hands these days, and that means that they are spending way more time on platforms like Facebook, Instagram, and LinkedIn. Take advantage of this by posting relevant, valuable content and then engaging with prospects and customers. In addition, invest in ads. Facebook ads are currently seeing a very low cost-per-click (CPC), so build a well-thought target audience and launch some ads.

Go for the Google Ads

There has been a recent surge in cost per conversion across nearly every industry running Google ads. Organic traffic has been down, so now is the perfect time to capitalize on paid ads. It’s easy to view now as a time to curb ad spending, but it is just the opposite. With less competition, now is the perfect time to run a set of highly-targeted Google ads.

The Timelessness of Digital Marketing

COVID-19 has unearthed a new necessity when it comes to digital marketing, but its value is truly ageless. In fact, the coronavirus outbreak is likely to highlight the fact that people don’t really need to go into stores, whether we like it or not. Now is the time to dedicate your time and your budget to digital marketing.

Looking to stay afloat in this uncharted territory? Big Customer Network is here to help. Contact us today to learn more.

Growing Your Local Business With Digital Marketing

Blog, Digital Marketing, Email Marketing, Social Media Marketing,

Grow-Your Business-With-Digital Marketing

 

Could a large global corporation’s marketing strategy work for a small local business? While some tactics may have to be adjusted, the answer is generally yes. Digital marketing efforts do not discriminate. This often surprises small business owners, as they view massive digital marketing campaigns as something unattainable and out of their league.

On the contrary, local businesses have a big opportunity to take advantage of digital marketing options that would promote and grow their organizations. Unfortunately, there are a few common roadblocks standing in the way:

  1. Budget Constraints
  2. Lack of Expertise

One of the biggest misconceptions about digital marketing in 2020 is that it is expensive and out of reach for a mom and pop shop. Business owners are used to the costs associated with traditional marketing tactics like television ads or print advertising. Digital marketing options, on the other hand, are much less expensive. As a result, local businesses are able to run campaigns that match their budgets and meet their targeting needs. More on this later.

In addition to cost, many local businesses lack the expertise necessary to run a successful digital campaign. With no budget to hire a full-time marketing person, they are left with questions and concerns about how they could possibly compete with their rivals.

These concerns are common and reasonable. However, digital marketing offers a solution to all of these worries. Today, we will break down just what it takes for a small local business to compete digitally and expand their reach.

Digital Marketing Tactics for Local Businesses

As a business owner, it’s easy to get intimidated by big chains and corporations in your industry. In the past, competing with organizations of that size would mean dishing out enormous budgets to get a 30-second local spot during a big game. Today, competing with them could be as simple as running a highly targeted Facebook ad or a strategic email marketing campaign. The point is that there is a wide range of options for small businesses to take advantage of in the marketing space.

Digital strides in marketing have made targeting specific customers easy, trackable, and successful. The heart of any winning marketing campaign lies in the ability to reach the right people, at the right time, and in the right location. The following are some of the most notable platforms to consider for local business digital marketing:

  • Facebook Pages and Ads
  • Instagram Pages and Ads
  • YouTube Commercials
  • Twitter
  • Pinterest
  • LinkedIn Ads and Forums
  • Email Marketing
  • Local SEO
  • Website SEO
  • Search/Display Ads
  • Blogging
  • Lead Generation Efforts

From content and social media marketing to paid ads on Google and other social platforms, the opportunities to promote a local business digitally are vast. The struggle lies in determining where to spend the money and who to hire to run the campaigns. While something like running a Facebook page requires more time than money, the level of engagement with customers that it provides is invaluable.

In addition to being able to reach the exact type of customer that works best for your company, digital marketing also allows for in-depth tracking. Measuring results is critical to any successful campaign, large or small. So, it is imperative that local campaigns are tracked and then tweaked to account for the results of the analytics. Far too many local campaigns tank because of a failure to remain dynamic.

Leaning on digital marketing can transform a local business. The biggest challenge is getting started correctly. Whether that means hiring an in-house marketing expert or looking for an experienced consulting agency, local companies looking to succeed this year must expand their reach into the digital realm.

Do you have questions about taking your company digital? We are here to help! Contact Big Customer Network today to learn more about your options!

9 Email Marketing Strategies for Major Marketing Wins

Blog, Digital Marketing, Email Marketing, ,

Smart business owners look at marketing as a necessity, not just a bonus if the budget allows. Even smarter business owners look at each individual marketing tactic separately to determine its return on investment (ROI). While measuring ROI on digital marketing initiatives may be tough, email marketing is indisputably one of the winners. Why? With low costs and high returns, email makes perfect sense for budget-conscious entrepreneurs looking to make a splash in 2020.

Social media is getting all of the recent hype surrounding digital marketing success stories. But the reality is that email marketing actually converts 40 times the number of customers. The ability to speak directly to a prospective customer puts email marketing in a league of its own. Sure, strategies involving Google ads and sponsored Facebook posts are important. However, the power of reaching someone exactly when you want to cannot be overstated.

Email marketing, when executed correctly, can truly transform an organization’s lead generation capacity. Today, we discuss 9 email marketing strategies that will make a big impact this year.

Taking Advantage of Email Marketing

Far too many marketers fall into the trap of assuming email marketing will work if they have a large list of subscribers and some content to share. In theory, that situation would facilitate some leads and general interest. In practice, it’s a recipe for disaster.

Who are your emails being sent to? Should all of those people be receiving the same content? What is your purpose behind sending the email? What action do you hope the recipient takes upon opening the email? The answers to these questions will lay the foundation for a successful strategy and create a new pathway for leads to travel.

No matter what your marketing objectives may be or how you decide to achieve them, email marketing should absolutely have a prominent place in your marketing mix. The following are some of the most impactful email marketing strategies to consider incorporating into a digital marketing plan:

  1. Focus on subject lines: while it can be tempting to stick with something catchy, the subject line must also facilitate conversions.
  2. Personalization: from personalized copy to action-based or location-based offers, customer retention is dependent upon a personal touch.
  3. Incorporate animation: things like GIFs are an easy and effective way to engage your audience.
  4. Keep it simple: take advantage of white space on your email design to focus your message and intention clearly.
  5. Content value: be sure to send emails filled with valuable content – whether that means an incredible offer or a background story about your company.
  6. Make it social: be sure to include icons of your social channels and encourage recipients to follow you there.
  7. Deploy A/B testing: running two campaigns simultaneously and comparing performance results is essential to effective email marketing.
  8. Time it right: time of day is crucial when it comes to email communications, we recommend sending an email between 10 and 11am.
  9. Track everything: customer insights and analytics are crucial to taking full advantage of the power in email marketing.

Using marketing automation, companies have seen massive improvements in the ability to communicate with their target audience and turn new leads into customers. At Big Customer Network, we are email and marketing automation experts. Using cutting-edge techniques, we have perfected the craft of generating leads for small to medium-sized businesses.

Are you ready to deploy a robust email marketing campaign? Contact us today to get started.