You’ve got email marketing questions? I’ve got answers! As a small business owner looking for business success, it can be overwhelming to be told you need something and not quite understand why. Perhaps the person sharing the why wasn’t approachable, perhaps they didn’t understand what you needed to know about, either way, you want to know more about email marketing for your business.
Now, email marketing is not the cure for all your business woes. As with all forms of business marketing, you will need systems and tools in place to get the most from it. That said, the ROI is roughly £32 per £1 spent.
Email marketing is one of the best ways to build relationships with your target audience and control the flow of information in such a way that the recipient likes, knows and trusts you enough to become a client.
Emails can be information – an educated customer is a better customer – with links to relevant products, and/or promotional emails which will encourage them to buy a particular product.
As you get to know your audience and they you, they will hit reply and ask you questions about your products services, and add their own thoughts and opinions. You’re building a relationship that will last a long time.
Example,last year we lost our beloved Xanthe to kidney failure (labrador/rottweiler cross) . I took her to the vets for antibiotics and was told she didn’t have long left. I was devastated. I mentioned to my email marketing list that I’d be a little quiet because of this. There were hundreds of replies of sympathy and support. One reader gave me a breakdown of what to expect and his wife recommended a pet crematorium to us.
I truly appreciated the lovely messages and the recommendation (we went with it, and they were superb). Email marketing is a two-way communication.
There are a number of tried-and-tested ways to build your email marketing list. For many years, it was the simple email newsletter. You’ve probably signed up for several of these yourself in the past. However, nowadays, with so many business owners clued into the value of email marketing, it has become more competitive. Therefore, there are now two main approaches to building a list.
i) A free item
The free item could be a:
…and so on.
The free item is always going to be attractive and add value to your subscriber’s life. The reason people unsubscribe almost immediately after they download your optin incentive is that they didn’t get vlaue or feel valued. An e-course, on the other hand, gives you more chance to make a meaningful connection.
ii) An e-course
Build an e-course about a particular topic related to your niche or industry which you know to be an issue for many people. Your course can offer solutions to this problem. You can create a course of five or seven lessons and load tthemup into your email autoresponder or follow-up email area in your email marketing platform.
An autoresponder is also known as a follow-up email. The autoresponder, as the name suggests, automatically sends out your email message to your email list according to the date /timing you’ve set.
Using the example above of delivering a free e-course, you would pre-load the lessons and the autoresponder would then deliver each email, one at a time, on the days that you specify.
Autoresponders can take a time to set up, but generally, they only need doing once. They are a hands-free way of running your email marketing to grow your business. Copy and paste your content into the email interface once and it will keep on earning for you over and over again.
Of course, you will need to check the content from time to time to make sure it’s still up to date, and the links are still working. Ultimately email automation will free up hours of your time.
The short answer is as often as you can without making everyone on your list get annoyed and unsubscribe. A more logical answer might be every day. You need to send enough emails to grow relationships and remain top of mind to your subscribers. So long as you’re adding value keep emailing.
If you send 30 days of “buy my shizzle” you will find you’ve lost them all by day 7. Create a timetable for emails so they hear from you regularly. Balance your informational, educational and buying email sequences.
Your subscriber’s inbox is a precious space. Don’t abuse the trust you’ve been given.
One final note… Be wary of your headlines. Timing is everything. If you send an email with “Let’s blow up your xxx” (with xxx being the problem your product solves) and there’s a national/international bombing… Well, you’re going to get a heck of a lot of unsubscribes and some blogger will be writing a case study of how your email stupidity crippled your business.
By being useful to them. Once they have signed up for a free item or ecourse, you have the chance to build a relationship with your subscribers through emailing them great content related to the topic they signed up for.
Email useful information they will like and be willing to share with others by forwarding your emails to their friends and family. Write great subject lines that will encourage them to open up, and get to know all that you can do for them.
Measure your email opens, clicks and sales. These 3 things will indicate how well your email marketing is performing and how you can troubleshoot problems.
Example: If no one opens your emails you may have a delivery issue. If delivery is fine, you have a subject line issue. If you have zero clicks… you’re not intriguing the reader enough to click. And if they click but don’t buy it could be any number of things from poor sales page copy to bad timing.
If you’re not measuring it, you’re not managing it.
Use plain text emails where possible and avoid words like FREE or strange punctuation like !, ? and * in your subject lines. Let your subscribers know why they subscribed (don’t add people manually to your list or they will hit the spam button on their email client), and have an unsubscribe link.
Unsubscribers are a part of your email marketing growth. They’re not something to be scared of. If someone isn’t getting value, they can and should be able to leave your list.
If you behave like a spammer, you will be treated like a spammer.
You will need an email marketing service. I recommend
Are all good starting points. Know that the chances are you will change provider at some point. You will not stay with one forever. As your business grows, so will your needs. All three that I mention here provide some analytics so you can measure your impact.
Advanced email marketing providers include
Technically, the above are not email marketing services, but full funnel services and they make managing the email to sales process easier. Both include the shopping cart aspect, which makes it easier for you to process sales for your business. Both will move buyers to new sequences and follow up for you.
You will need a mechanism to capture the email addresses. I use and love Thrive Leads, it’s pretty much compatible with everything. You’ll be able to create branded subscription forms.
You will also need an incentive for readers to become subscribers. This can be called a lead magnet, a list magnet, an ethical bribe and a variety of other names. Initially, this can be hard to create, and you may have to create 4 or 5 before you hit upon the right one for your audience.
I know I’ve covered the basic email marketing questions you might have. Feel free to share this post with anyone you know looking to start email marketing for their business.
Are you getting in the way of goal setting success? Some of the most common barriers to goals setting involve fear and lack of self belief. Some individuals don’t even have enough self-belief to set a goal, let alone following them until they become a Dream Catcher.
If you’re struggling to set goals, yet you see the benefit of them, then this article is just for you.
Some goals are set because other people want them for you. I know both Sarah and I have done things in the past in order to help someone else achieve their dreams. A specific example of this was Sarah learning to blog so that we could attract clients to the transport business. I set up a building company because my dream was to be my own boss, although being a builder wasn’t my own dream career, it was suggested to me by a friend.
If you don’t really want what you say you want, it will be very difficult to set a goal and achieve it. Be sure that you’ve set the goals for the right reasons and that it’s something you truly want. If it helps, write down the pros and cons of any goal and know why you want to achieve that result before setting it in stone.
I think I’m the only goal setter in my family. I know Sarah’s the only one in hers. Many people think goal setting is just wishful thinking and doesn’t really work. If you don’t really understand the power behind appropriate goal setting, it can be hard to take the time out of your day to truly set a goal and then achieve it.
Research has shown that 5% of the population actually write down goals, and achieve them. The other 95% don’t bother and don’t achieve them. You’ll find that the Dream Catchers in the world set realistic goals, and then work that goal into their schedule every single day. Even people who experience “overnight success” didn’t really achieve everything overnight. It was many nights of following a plan that brought them the results that made you sit up and take notice of them.
Learn Mandarin before the end of the week? If you’ve actually tried to set a goal before but didn’t experience results, it’s probably because you just don’t know how to set a goal. It’s not as easy as just writing down your dreams and crossing your fingers. Goals are dreams with plans. They are realistic, specific, achievable end results that you want to see. Take the time to learn the best goal setting techniques in order to experience goal setting success.
Perhaps you’re one of the people do not bother setting goals because they have a self-limiting belief that they’ll fail anyway. Therefore, if they do not set a goal, they don’t have to be a failure. But remember that the idea of planning to succeed over planning to fail is realistic. No goal setting is a recipe for failure; goal setting is a recipe for success. When you accept this you can only achieve real success through goal setting, you’ll overcome this obstacle. Failing and failing fast is the secret to knowing what you need to do in order to grow your business.
Perhaps you’re scared to set a goal for something because you see it as outrageous. For instance, let’s say that you want to go back to university to get a Master’s degree, or you want to start your own business. You fear that if you set that goal, and other people know about the goal they’ll judge you harshly for wanting it. You worry that they may think you’ve become too big for your boots. If you are worried about what others think of you, it’s time to dig deep inside yourself and remember what other people think of you is none of your business. The truth is, what you think of yourself is more important than anything else.
When you stop judging yourself, you’ll stop worrying about the judgment of others.
Believe it or not, some people are afraid of success and being more visible. They feel too much pressure surrounding success to actually make goals to be successful. They are more comfortable in their role as someone who is not successful or who is “normal” instead of as someone who sets a goal, works toward achieving it, and is seen as a success.
The truth is, there will always be people who want to tear you down once you achieve some success. I’ve lost count of the number of nights Sarah has cried over someone attacking her for daring to be more than the label they’ve given her. The answer? Find like-minded Dream Catchers. You can find your tribe of people to help you deal with becoming more visible or a coach that will help you overcome blocks surrounding this.
The saddest thing in life is regretting not doing something. Most people regret the things they did not do, more than the things they did do – right or wrong.Don’t live a life filled with regret; you’re worth more than that.
This is where the way you see yourself is important, because if you see yourself as someone who doesn’t follow through, who doesn’t succeed and who can’t change their life, you’ll avoid goal setting like the plague.
You’re the only person on Earth who can control your actions, you are the person in charge of your destiny so it makes sense that you’re the only one who can set the goals for you.
As hard as it is to believe you’re also the only one who can make yourself feel worth it.
People avoid goal setting because they simply do not see the vision of what can be. They don’t believe. They don’t picture themselves fully at the point of success, experiencing success. Since they think it can’t happen, they don’t try. But, the truth is, you can’t know for sure about anything unless you follow the steps necessary to reach a goal.
You can dream big, and reach for the stars. Trying is more important in most circles than actually making it. And, chances are that if you really try, you will make it after all.
Goal setting is what separates the wannables from the actuallys. If you want to truly see all your dreams and visions come to fruition then set some goals – start small.
It doesn’t matter if it’s business oriented or personal – set a realistic and achievable goal, and then working toward realising that goal on a daily basis does amazing things not only to your confidence, but those around you. All you just have to do the work.
Experiencing business success is easier than you think, and when you’ve done it a few times you’ll be able to look back and know that you achieve success pretty much the same way, in other words you have your own personal blueprint for success. Everyone’s success blueprint has the same core elements:
You may have a few others to add, but those 6 information points are the core success blueprint for everyone. It’s the same thing, over and over again and it gets results.
If you want to create a pattern of success in your life, you can start now by learning the secret that successful people know. Successful people are only special because they are action takers, and follow through. They are not smarter than others; in fact it is entirely possible you are smarter on paper than they are. You just don’t follow through on your goals. You may abandon them because they feel too heavy, or you see someone else do better. You may run out of steam before completing them, or you may not have the momentum to get you there. So what can you do about it?
Start at the beginning and as Steven Covey recommends; Begin with the end in mind.
With practice you can create the best goals for yourself. Your first ones will be vague and you’ll wonder why you don’t achieve the results that you want. Over time you will start to flex your intentional muscle and setting goals becomes easier and more accurate.
Know that the goal is something that can be accomplished and know that the goal is measurable before you finish writing it. Most of all, make sure it’s a goal that you really want to achieve.
People who achieve take action. If you want to get something done, schedule it no matter how silly it might seem to you. If you put it in a schedule at a particular time, and not just on a generic “to do” list, it will be more likely that you get it done. I use the Best Self Journal for my daily activities, and I also use the “no white space philosophy” which means scheduling tasks back to back. It may sound fearsome, but it’s fantastic.
All the things that need doing from travelling, to tasks to taking a shower are on the schedule.
Imagine writing your book. Thinking about the finished book can make it seem overwhelming. Indeed, that’s the reason many books never make it from the author’s mind onto the page and into the store.
If you have set a goal to write a 80,000 word novel by a certain date, then you should know how many pages you need to get done each week and which days you can work on it, which times, hours, and how long it takes you to write a page.
Successful writers write; they don’t wait for inspiration to strike, they make it happen by striking (paraphrasing Yeats just a little). They schedule it, and do it. The same can be said for anything you want to achieve.
You don’t wait until you want to do it; you do it on schedule.
There are a lot of things that need to be done but that can escalate easily into “busy work” which doesn’t get you closer to a goal. Bookkeeping for instance is something that can be accomplished today, with the right software, almost automatically. You can schedule payments to happen automatically; you can also use software that enters everything for you in the ledger.
Freeing up time to focus on your scheduled activities that must be done to achieve the goal is a more productive use of your time. Doing by hand what can be automated is procrastination.
Successful people don’t do everything themselves. The best scientists, professors, doctors, lawyers, and CEOs have assistants who help them achieve their goals. Even I have an assistant, and a team. You too can hire outside help and contractors to help you do the tasks needed to reach your goals.
Is there anything you cannot outsource? That will be going to the gym. You can send someone else, but you won’t get any fitter for outsourcing it so you may as well go yourself. Pretty much everything else can be outsourced from cleaning your home to servicing your car. A lot of entreprenuers never reach this phase because they think it’s wrong to pay someone else to clean their home. So, let’s look at things from the heart here:
In most cases, someone has already done it before you and I’m not sorry if that upsets you, to be successful you’re going to have to leave your ego on the doorstep. Someone has already worked out the kinks and devised a plan of action that will work for you too with hardly any tweaks.
Learn from other people’s mistakes and know that you can gain valuable information from what others are already doing and why they’re doing it. You whys might not be in alignment.
It’s said that it takes ten thousand hours of work for your natural talents to manifest. Keep this in mind as you look toward your future and set your goals. The chances are unless you’re having a massive career u-turn, you’ve already got a heap of hours under your belt and you’re well on your way to becoming a credible expert.
Know that even when you’ve racked up your 10,000 hours you don’t get to rest on your laurels. You still carry on learning. If you keep your mind open you’ll be ready for the opportunities to come your way. If you visualise yourself at the top, you must also recognise that the only way is down. Learning is the journey and not the destination. The destination changes throughout your lifetime. What’s important to me at 45 (a nice boat, a hot beach) isn’t as important to an entrepreneur of 30, or one of 20.
Bask safe in the knowledge that as you change, so does your journey and how you achieve your goals.
As you set goals to create a pattern of success, it’s imperative that you know what your core values are in terms of family, personal, financial and your physical life. My core values are heavily focused around my family. I have a great marriage (we work at this all the time), I have two daughters at home who are growing into their power (we work at this all the time) and we have an amazing amount of quality time together. I couldn’t do this without achieving my financial goals, so I work harder on those in order to facilitate my core values.
Everyone has different areas they need to work on, some more than others – you need to know what your areas are to set realistic goals that you want to meet.
Nothing is ever done without the paperwork, as they say. Well, that includes creating a pattern of success. Only by setting goals, then tracking and assessing the outcomes of your goals, and then repeating what works will you create a pattern of success.
Creating a pattern of success requires knowledge of goal setting, and goal achieving, and an in-depth knowledge of yourself. This self-knowledge can scare people; what if they don’t know who they really are? If that’s the case I recommend getting familiar with feeling discomfort. Because when you start laying down your pattern of success you will have moments of self doubt. You will have moments of wondering what the path more travelled looks like and you’ll not want to get out of bed.
Life isn’t lived by playing safe. Playing safe does not serve you, your dreams or anything else you want to achieve. Yet stepping into new territory means you’ll feel unsure and you’ll feel discomfort and the urge to quit will ebb into your consciousness. The great news is you’ll also know that it flows away when it’s faced with your success pattern.
What’s stopping you from gaining the knowledge and creating a real pattern of success in your life?
If you’d like to explore this further, book a call with me here
You can’t catch any fish if there are no fish to catch. Successful fishermen find out where the fish are, and then go to them. Marketing your website is the same as fishing in this respect – you have to go to where your audience / customers are.
Working smarter means doing the same with your marketing and blogging efforts. You go to where your fish are.
Imagine for a moment that you create an awesome opt in that you know your readers will benefit from. If you offer that incentive with an opt-in form on a website that is getting very little to no traffic, even though it will change someone’s life and make an incredible impact, nothing will happen. You don’t have any fish on your line. Your blog posts will not generate enough of the right leads for you to grow your business online if you don’t have the traffic to them.
The first step to generating more leads from your blog posts is to have the right bait…
This isn’t a post about generating more traffic, but a post about improving your most popular posts to generate more leads. To do this…
Before you quit looking at the numbers, take a look and see if you have any evergreen seasonal posts that generate a lot of traffic at certain times of the year. These can easily be overlooked as they may not be receiving high traffic all of the time.
If you don’t have any high performance pieces of content, then it’s time for you to join the 30 day blogging challenge
Now that you have tracked down your high-traffic posts, how do you come up with great content upgrade ideas? This is a rather simple process.
Read your blog post as if you are a brand new reader encountering it for the first time.
Jot down ideas as you are reading, and reflect upon what type of resource or content would be a logical upgrade to what you’ve just read.
Perhaps your most popular blog post talks about the content style for your site. A sensible content upgrade could be a short and simple worksheet that shows your reader how to create their own content style guide.
Keep your content upgrade short and easy to digest, and your readers will see some quick value in the content you provide. Suggested types of content upgrade include:
They all make effective content upgrades, and I recommend that you mix them up and see which your readers prefer. Here on Sark worksheets and checklists are the most popular. You can grab some colouring images from the lovely Shan, add those to your content upgrades and make it something that’s treasured (we often add Shan’s mandalas to our content upgrades). With a little creativity your content upgrades will become something that your audience not only looks out for, but will share with others.
Content Upgrades build your email list and nurture relationships. They also increase your influence and reputation, and improve the lead generation ability of your very best blog posts!
Over to you: How many posts can you add a content upgrade too?
Working on growing your email list? Excellent, as an entrepreneur looking for business success you’ll love these three strategies I’m going to share with you on what’s working right now with list building.
I’m going to assume you’ve tried all the usual strategies, such as offering a freebie through a pop-up or sidebar form, hosting a free webinar, or maybe even running Facebook ads.
While all those techniques can work, they’re not going to produce an tidal wave of names and emails onto your list. This post explores three strategies that you can use for list growth.
Not so long ago, good bloggers and writers found success by syndicating their content on sites such as Ezine Articles or with guest blogging. The Google changes of 2014 have put an end to the spammy aspects of these strategies (mostly) but there is one up-and-coming publishing platform that looks promising: LinkedIn.
Their blogging tool allows users to post long-form updates complete with images, calls to action, keyword tags and more. If your audience is on LinkedIn, it’s well worth checking out. As with blogging, the real key to making LinkedIn Publishing work for you is consistency.
The more specific content you create, the better results you’ll see. For best results, drive traffic directly to an opt-in page. I’ve built up my list-building challenge through Linkedin Publisher
Got a blog? Chances are you have an opt-in form at the end of each post, or at the very least, in the sidebar.
Here’s an even better option: Add a content specific opt-in form to each blog post. For example, if you want people to sign up for your giveaway event featuring 27 branding experts, and you write a blog post promoting the event, then a content upgrade might include a tips sheet with one tip from each participant. You’ll add people to your email list, plus give them a taste of what they’ll find in the upcoming event. Getting them to opt-in to both will be a breeze when you take advantage of closely related material for your content upgrade.
Speaking of giveaway events, they’re a fantastic way to grow your list, too. If you’ve never done one, definitely consider that to be among the best bets for list building.
What if you had an epic post of 3,000 words on your site? What if the first 650 words were so good, that you could lock the content beneath it and only show it to those who have opted in? Again, you could always “lock” an upgrade portion, but a content locker would be perfect for truly epic content.
You can also pop the content upgrade behind a social share locker (Sarah’s shared extensively on the topic here) and drive more traffic to your blog post. The upside of more traffic is… more subscribers.
The only question is which one of these three list growing strategies will you try?
When we take that step to become entrepreneurs and business owners we come across all sorts of highs and lows, yet having the right mindset is the secret to what makes us successful in business.
There are 9 traits for the right business mindset, and the good news is they’re readily developed.
This infographic gives an overview of the mindset of a Business owner and what is required to survive the business world nowadays?
What business mindset traits have you experienced recently?
As a business owner looking for business success you may have heard of the frequency illusion, no? well even if you have read on as it’s a fascinating reminder of how we behave and how companies like yours can use this to generate more enquiries even sales in your business
You’ve made the decision to buy a new car you have even decided on the colour that you have rarely seen, it may be a special edition. You start to notice them everywhere, even your neighbour has one parked in their driveway. You see more of them when you’re out driving, going to the local shops, dropping one of the children off at school or college and it seems like every advert on the television and on the radio is about that car. It doesn’t happen just with cars when you’re trying for a baby you notice every pregnant woman, every baby in a buggy…maybe you’ve decided it time for a new laptop, and everytime you open a newspaper there it is looking at you.
This is known as “frequency illusion” or the Baader-Meinhof phenomenon. It’s what happens when you encounter something new and then you notice it everywhere.
Successful companies use this frequency illusion concept in their marketing techniques to their advantage. They discover a way to expose their target market to the same content, in different ways, through different channels.
This can be achieved by designing a marketing campaign that uses social media content along with videos. Your message is being conveyed in different formats, but your company is being exposed over and over again, eventually, the customer makes a purchase.
You have to be creative in finding ways where you can expose your customers to your products and information repeatedly without being a pest, or to give it it’s full name; spammer. This way they become accustomed to seeing your name and brand associated with a particular product. When it comes time to purchase this product they will buy from you without thinking twice.
As we mentioned earlier the best way to do this is by offering the same content in multiple ways. You can do this by using any of the following methods:
What you’re doing is repurposing your content in various ways. Once you get used to doing this you will find that it is an extremely effective way to get more traffic to your website as well as to your physical location, if you have one.
The frequency illusion also applies to your branding. You want to have a great logo designed and then broadcast this all over the place. Use it in all your advertising materials and on your business cards. You could even get company tee-shirts made up and give them away to your employees as well as to your customers. Talk about free walking advertisements.
You definitely want to use the power of frequency illusion in your marketing today. Research has shown that the more someone is exposed to a particular brand or product the more likely they are to become a buyer.
How have you experienced the frequency illusion, leave me a comment and let me know