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Posted by on in Marketing
Make your email marketing personal!

Did you know people check their emails on average 4 times per day? I know I check mine a lot more - between my business and personal emails it's definitely much more than 4 times per day.

Personalized emails deliver 47% higher transaction rates than classic emails but 70% of brands fail to use them as an integral part of their digital marketing strategy.

Email marketing is not a new trend and has been around for more than two decades but in 2017 it is still the quickest manner in which to reach customers with critical information about your brand and services.

In this blog we are going to look at a few strategies you should be applying in your email marketing to make it more personalized. According to digital trends, 73% of customers prefer to do business with brands that make their marketing more personalized for their target audience. It makes their experience with you more relevant and contributes to you building a relationship with them.
Check out some tactics below that you can use in personalized email marketing.

1) Email segmentation:

Slice your email marketing for better list segmentation and to better improve the personalization of your email marketing. By segmenting your email lists you are targeting your customers more directly in regards to what they want or need from your business. Each customer is different and has different preferences, interests and tastes. There are a number of creative ways you can segment your email list to help run innovative and effective campaigns to target your customers. However, to do this you need to collect information about your email recipients, such as interests, geographical location, age, gender, industry and so on. The more information you can collect, the more opportunities you have to tailor your emails to resonate with them and in turn get them to take that step to connect with you one-on-one.

You can collect data by encouraging people to fill in forms, surveys and answer questions about what they are looking for from your business. You can also use past purchases to gather information on customer interests, buying frequency, and purchase cycle to enable you to identify upsell opportunities, the best time to promote certain products and reward frequent shoppers with a loyalty program.
Now that your list is segmented make sure you provide develop dynamic content for each segmented list and include a clickable call-to-action to your website to take that email to the next level and help you generate more customers.

Segmented email campaigns have an open rate that is 14% higher than non-segmented campaigns. So what are you waiting – start looking at ways you can segment your email lists today.

2) Individualized email messaging:

Now that your email lists have been segmented according to each criteria you've set out, you can start to personalize individually each email you send out to each customer. This shows that you are paying attention to them, who they are and what they care about the most.
36% of customers will read your email in its entirety if they are called by their first name. That is why it is really important to include their name in the subject line to grab their attention directly in your email campaign. You can also create content like images or videos include their name as well as in your storytelling content.

3) Behavior-triggered emails:

You can set up automated behavioral trigger emails for your customers which are real time reactions to how your customer is using your product or your service. For instance, when Facebook emails you because you haven't logged in for 5 days, or your beauty salon sends you an email because you haven't visited them for three months and provides you with a special offer, this is a behavior-triggered email. I received one of these yesterday and guess what – I booked myself in within seconds to take advantage of the deal being offered.

Trigger emails have a 152% higher open rate compared with classic emails. Which means behavioral email marketing is a beneficial tool which allows you to cultivate lifelong customers. Behavioral emails are very effective because they are triggered based on a prospect's behavior or actions that they initiated when interacting with your business. The decision you must then make is which user actions to react to.
This kind of personalized email marketing is also easily automated and can be used for multiple actions such as birthday offers and welcome emails, transactional emails confirming a download, re-engagement campaigns such as the example mentioned above and so on.
In your email start a conversation with your user based on the behavior and when setting up the email make sure you are creating a highly personal experience.

4) Responsive email design:

Just like responsive web design your email should also be responsive and the appearance of your email must be attractive to catch your audience's attention. Just as people form and impression within seconds about your brand from your website, the same happens with your email.
If it does not look good and display optimally on mobile devices, they will quickly click out on your email and it is not the reaction you want. If your customer also can't easily open or read all the content in your email, they will leave.

You need to take into account many factors such as the size of the email, the layout, and the fluidity, etc. Responsive design also plays a part in personalizing your email marketing because you are adapting to different devices and the context of the person who will receive your email. A good example of adaptive content is to mention "click" for a computer, "tap" for a smartphone and a tablet.
54% of emails are now opened and read on a mobile device.

5) Individualized landing pages:

One of the most valuable strategies is to match personalized emails and landing pages on your website to target your customer more effectively. The aim is to have the same personalized call to action for the customer and have a unified experience to convert them more easily.
Your landing page must be directly related to the content of your emails as well as to the interests of your segmented list of customers. It helps readers to see the next step and learn more about what you are promoting.

Using this kind of strategy, your campaign can have an increase of 8% conversion rate from the usual email marketing campaign. Customers respond more to a personalized and targeted email campaign across all areas. So get your email marketing and landing pages working together and get some awesome results.

6) Location-based emails:

With so many consumers on the go today and never far from their mobile devices, geo-targeting location based emails enables incentives to be delivered at the right time and right place to your target audience. Long gone are the days where one-size fits all in email marketing and even making minor adjustments can improve your results dramatically.

Location campaigns can also help you utilize real-time data and even help you to pinpoint a contact's precise geo-location which means you can market to them directly about any offers or promotions you have on at that time. This can increase in-store traffic and help boost sales through impulse purchases.
You might however, be asking yourself why emails compared to push notices or SMS messaging. Yes text messaging can do the same job, but has rarely ever delivered the same results.

Push alerts and text messages are still considered annoying, especially if they arrive at the wrong time, and they demand the consumer's attention in that moment, which is one of the reasons why some industries have an opt-out rate of 60% when using push alerts.
When you send an email it can be read on your target audience's own schedule and even if the message gets there a little later it is overall less annoying to the person receiving it, which is probably why email opt-out rates are significantly lower to push notices, and is usually around 1 to 2% after each email delivery.

Just in the past year alone, location-targeted emails have increased by 38% compared to non-location based emails. So why not give it a go yourself, you've got nothing to lose and possibly a lot to gain.

7) Self-managed preference centre:

Having a customer preference centre is a key tool to helping you manage your email marketing and your subscribers.
It allows your customers to control their personal information and can help boost retention and strengthen their relationship with your brand. The data and information they provide you are in their hands as they choose what they want you to know about themselves and they can adjust this information whenever they want to, as well as how they want to interact with you.

For instance, some customers will be more interested to receive emails on certain topics and at different frequencies and a customer preference centre can allow them to set these options.

Strong engagement, retention, and monetization don't come from you forcing your message on them; it will come from you reaching your customers in ways that appeal to them and having a preference centre will make that much easier.
The customer satisfaction will automatically increase and you will be able to collect new data to help personalize your email marketing as well. It shows you are building a successful customer / brand relationship on give-and-take.

An effective email marketing strategy is all about automation, segmentation and customization. Even if email personalization can seem a little challenging for some marketers, using the right email marketing and automation tools can reduce your pain points and make this process much easier.

If you need help with your email marketing, give us a call on 07 5592 2685 or email info@selectmarketing.net.au.

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Why you should use Youtube as a marketing tool

By now we all know that images and video attract our attention more than words and with over 1 billion unique visitors to YouTube each month and over 6000 million hours of video being watched, this platform has become a tool every small business owner should consider using in their marketing strategy. Most potential customers would much rather watch a well thought out promotional video about your business, service or products than read a long winded sales letter.

Many successful companies such as GoPro, Playstation or Walmart have been using YouTube in their digital marketing strategy for quite some time. GoPro, one of the most popular camera choices in the market today use their channel to upload content that includes informational videos on their products to getting advocates of their products to add footage from their camera being used. But, the use of this platform is not reserved only for big companies, more and more small to medium sized businesses have started making their own videos to promote their products and services. Why not you?

Before you get started

If you are regularly going to produce videos, you should launch your own Youtube channel! Once it has been created, make sure that your Youtube channel's name matches your company's name. Branding across all social media platforms is important and YouTube is no exception to the rule.

What videos should you produce?

There are different types of videos you can make and put on YouTube:

  1. The explanation video: In this type of video, you explain how to use your product, or why the service you are offering is what your potential customer needs. You must be really clear with your explanation and to the point. You are there to promote the quality of your product or service. So it's time to show your expertise!
  2. The testimony video: Here in this video you are collecting testimonies from your clients that are satisfied with your product and service. You want them to preach the benefits of your product or service. This will help your future customers to have confidence in the quality of your work, because these words are coming from another mouth, other than yours. These types of people are your advocates and have no personal benefit is supporting your brand, other than that they love using it. Do not use paid actors - find real advocates of your business.
  3. The presentation of the company: This type of video gives your audience a sneak peak into the unknown of your company. It should be a really simple video where you show the inside of your company and introduce your employees to the viewer. You can go a step further and make the video fun. This type of video is not used to boost sales, but it will allow you and your customers to build a relationship. People can be more sensitive to these types of videos and if you are doing them right, they will build trust in your brand more easily.
  4. New product video: when a new product is on its way, make sure that your subscribers are informed. Tell them the launch date and other important information. If your product or service is already on the market, make a video about it and show them what your product or service can do for them.
  5. Q&A: known as Question and Answer, this is a type of video is getting more and more popular. The principle is simple: your audience asks you a question via the comments section about whatever they want to know in regards to your company, product or service and in turn you respond via video. Look at ways you can make your reponses entertaining to your audience.
 
Getting traffic to your video

Making your video is just the first step. Now you need to think about how you are going to get your potential customers to watch it.

 

Below are some things you can do to get this much needed traffic:

  1. Use your other social media platforms to get your videos out there. Everyone that is already following you is a good start in letting them know there is a video out, but you also want to get them to share the video so your reach can go further.
  2. Choose the right title. Take some time thinking about a great title as you want to grab your audience's attention. Relevant keywords in your title will also help within the search results of their Youtube search. The more popular the keyword is, the more chances you have of your video being found.
  3. Write the right description. The same logic applies here as it does with your title, but with your description you can include more keywords to help create more opportunities for your video be found.
  4. Transcribe your videos and post the transcript into your video description. You can use services like speechpad.com to instantly get an SEO boost to help with the video's rank.
  5. Direct lots of links to your video. Many people just think of using external SEO techniques for boosting website page rankings but it can also play a huge role in page rankings for your YouTube videos. Links both ways from website to YouTube and YouTube to website.
  6. At the end of your video, don't hesitate to ask viewers to subscribe to your YouTube channel, this is a common practice that actually does work.
 
All the traffic in the world is useless if it isn't being converted

Unless you are only using YouTube ads to get extra money, then the traffic is useless if it is not being converted into sales for your business. It is better to have less viewers that are ready to buy your product or service than having hundreds, thousands or even millions of views per video if your audience is not going that one step further to connect or be willing to buy from your business.

So, make sure you encourage your audience to connect with you with a call-to-action. Tell them how to contact you to purchase the product or service. Also put your website's link at the end of the video and in the description as well, as you want the viewer to be able to connect with you instantly.

A couple of other things to keep in mind is not to make your video too long. Otherwise people will lose interest and move onto something else. Make sure your sound is also good on your video, you don't need to use professional audio equipment, but is is important to make sure it is easy to hear what is being said.

With hundreds of millions of videos on YouTube, there is a lot of competition so you need to stand out from the crowd and get the exposure your video deserves.

If you need help with your social media platforms, including YouTube then give us a call today on (07) 5592 2685 or email info@selectmarketing.net.au.

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7 steps to create the perfect Email Marketing Campaign for beginners

Email Marketing can be very effective, simple and affordable which is why many small businesses choose to use it. 77% of consumers prefer to receive permission based emails over any other form of marketing communication.
When you send an email, you encourage consumers to engage with your brand. It's a great way to stay connected with your customers and make an impression on potential ones!

Here's 7 steps to create the perfect Email Marketing Campaign for beginners:
1. Work out your objectives. Decide why you are communicating with your customers.
• Why are you sending this email? Do you want to share an event, educate your readers, promote a new product?
• You need to define your target market and choose if you are going to send your email to all your customers or a selected amount.
• Work out what you want your audience to do and what call to action you are going to use to get them to do it.
• Lastly make sure you measure the success of your campaign using reporting tools.
Defining clear objectives of a campaign will gear you up for an efficient campaign.

2. Next, if you don't have an email list already you need to build one! Collect all the email addresses of your existing and potential customers. A great feature on your website is to have a 'sign up to our emails' which can automatically link to your email database.

When asking visitors on your site to give their email address, make sure you offer them something in return like; exclusive offers, announcements or some kind of promotion.

3. Know the rules! There are various laws you must follow when sending promotional emails. These differ from country to country, in Australia there are three simple steps to be responsible and comply with the legislation.
a) Consent: The person you are sending the email to must have gave consent to receive the mail.
b) Identify: You must clearly identify your business in the email.
c) Unsubscribe: You must provide a unsubscribe feature that allows the reader to opt out from receiving any future emails.
Now you're familiar about the rules of email marketing its time to create!! 

4. When creating your email don't forget the following:
Strong subject: You need the subject to be eye catching and make the users open your email, give them a reason or benefit for them to open it! Make sure your subject line is persuasive, clear and actionable.
Content: Give your readers a reason to read on make sure your sentences are catchy, short and easy to read. Use bullet points or numbers to break up chucks of text. Increase the size and bold headlines to communicate important messages. Make sure you email has a good text to image ratio, it should be appealing to the readers eye.
Large, clear call to action: Make sure the call to action in your email obvious so it stands out to the reader. The text should be actionable, for example 'click here for free trial' or 'download free paper'.
Your details: Incorporate your branding throughout the email. Include your logo and brand colours and business details at the bottom of the email. This lets readers recognize your brand and makes them know your email is legitimate.
Unsubscribe link: As I stated before make sure users can opt out of your email marketing. Most templates already have this feature built in.
Test: I can't stress how important it is to test! Before you hit the send button, double check every last detail because once its sent its sent!

Email marketing is one of the most powerful tools you can use to build trust and recognition between you and your customers. Unless they are already clients, often your prospects will need to hear from you several times before this relationship will develop. Email marketing used to follow a one-size fits all mentality, but with the increasing development of new technology, businesses have the chance to take their email marketing campaigns to the next level.

If you would be interested in using Email Marketing for your business talk to us today! At Select Marketing & Web Solutions we love new technology and love even more incorporating it into our client's promotional campaigns. We are not interested in being boring or even worse unforgettable and we certainly don't want that for our clients' either. Call (07) 5592 2685 or email: info@selectmarketing.net.au

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Have you ever considered collaborating with another business?

Working collaboratively could contribute significantly to the success of your business. There's a number of benefits including increase of sales, shared knowledge, increase of capacity, improvement of efficiency and reaching new markets.
In today's digital age, everyone has an audience so partnering with other brands and creating interesting content is a great thing to do!
There are three benefits to collaborating. It's cost effective, efficient and quick.
Collaborating gives businesses the opportunity to get more exposure while sharing the cost. We know two brains are better than one, right? It gives businesses the chance to create fantastic content and reach new markets quicker by becoming partners.

Here's some small business successful collaboration ideas:

- A gym could partner up with an physiotherapy company and refer any clients that have injuries to that company. In this situation the physio might give the gym a percent if someone if referred.
- A web design company could offer some of their web design services to local businesses in exchange for a link back to their homepage on their website.
- A dog groomer and trainer could collaborate to give each other business.
- An entertainment company could host an event at a restaurant to give it business in exchange for no venue hire.
- A marketing company could partner up with a business coach by providing services for their clients.
No matter how big or small the task, there are plenty of opportunities for small businesses to collaborate and bring about mutual growth!

Heres some collaborations that have worked on a larger scale:

Repsol and Burger King –
Only half the sales at petrol stations in Spain come from gas, the other half is from products. Petrol station Repsol and fast food company Burger King signed a strategic alliance where Repsol had the rights to have Burger King Franchises in petrol stations in Spain. This collaboration has lead Burger King's to its strongest growth in Europe and one of its biggest growth worldwide, starting with only four petrol stations in Madrid. Now Burger King and Repsol plan to reach 150 stations in a period of 5 years with an investment of 50 million Euro. Repsol is planning on hiring approximately 1500 new employees. That's some effective collaborating!!

Another great example is Esteve and Teijin Pharma –
In 2009 the two pharmaceutical companies collaborated. Esteve is an international pharmaceutical group and Teijin Pharma is a multinational Japanese pharmaceutical. By combining Esteve's experience in patient care in the Spanish market with Teijin Pharma's respiratory therapy technology, 'EsteveTeijin' Healthcare has changed the way medical oxygen is delivered. This service has let the company's to get closer to their clients and provide home service to patients. Since its partnership 3 years ago, 'EsteveTeijin' has made 13 million Euro and treats close on 35 000 patients in Spain.
Collaborating gives businesses new opportunities and areas to go! If you're interested in reaching out for a collaboration here's some hot tips:

Before you jump into a partnership, have a clear understanding of who your target market is and what brands they like. Think 'what company has your next customer as their current customer?' E.g. A shoe company collaborating with a clothes store or printing company collaborating with a office supplies company. Find a company that is connected to your industry in some way and make sure it can benefit you.

Collaborating is also amazing for growing your social media platforms if you choose a business with a strong social media following! The goal is to create great content for both parties and create a hype to break into new markets. So think strategically when choosing a business you want to partner up with.

There must be common rules that you agree to. Clearness is extremely important from the start and each business should be obvious on what their expectations are along with what they want out of the collaboration. Being honest with will make it much easier to make up agreements, these agreements state the expectations of the collaboration. Both businesses should share in there growth. Depending upon the type of collaboration and business your in you will have to determine if contracts will need to be made or if the signed agreements will be sufficient.

If your interested in collaborating talk to us today. We can give you some fantastic marketing advice and help you with a promotional plan to put into action. Call 07 5592 2685 or email info@selectmarketing.net.au.

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Posted by on in Marketing
Have You Set Your 2015 SMART Goals?

It's the first full week of work for 2015 and there's a good chance that you're setting your business goals for the New Year!! The start of the year is the perfect time to re-examine your business and look at where you would like your business to head in 2015. When thinking about your business goals it is a good idea to make sure that you are developing goals that are Specific, Measurable, Achievable, Relevant and Time-bounded – SMART Goals.

Today I want to outline a few helpful tips to make sure you achieve your business objectives this year.

BE PRECISE

A specific goal has a much greater chance of being accomplished than a general goal. If your objective is 'to grow your business in 2015', then when writing your goal down make sure you are MORE SPECIFIC! Who, what, where, when and why. Would you look at moving offices? Increasing sales? Hiring new employees? Explain how you want to grow your business. Measure how much you want to increase your sales. The more precise you are, the better you can evaluate your results.
If you can, Include data in your goals. For instance, if you want to increase your sales, include your 2014 sale figures. E.g. 'I want our business sales to grow from $100 000 in December 2014 to $200 000 in December 2015'. Then when it's time to evaluate your goals of 2015, you can easily look at your point of reference of $100 000 and compare it to your end of year sales for 2015.

GET IT DONE

Goals aren't achieved by themselves. For every goal you set this year, make a list of actions. If your goal is to increase your annual sales from $100 000 to $200 000 your actions could be:
- Hire a new employee
- Look at ways to expand your business online
- Advertise online and internet marketing
- Launch a new product or service
- Increase product prices, for instance by 2% by April

Each of these tasks should be assigned to someone with a timeframe. This is how you can make sure the person stays on track and the goal is achieved. Half way through the year re-assess your goals and make sure everyone is on track with their task. Finally at the end of the year, look at your goals and see which were achieved and which weren't. Pay close attention to the ones you didn't achieve and try to figure out why. Did you handle all the tasks? Did you shift focus? Use the information obtained to help with next year's goal setting.

Setting objectives for the new year is a fantastic way to grow your business, be successful and move forward. Just remember each goal needs to be SMART: Specific, Measurable, Attainable, Realistic and Timely. This is the best way your goals will be achieved.

If you need help in achieving your business goals this year we can help! With a broad range of marketing and web solutions, we can help get your business of the ground and flying into 2015!! Call 07 5592 2685 or email info@selectmarketing.net.au. Call 07 5592 2685 or email info@selectmarketing.net.au.

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