Find Your Online Advertising Gold In Email Marketing

Serving nice coffee is one of the many benefits that bricks and mortar shops have over their web cousins. One other less obvious are the roads and pathways that line their front door.

From these roads, malls and neighbourhoods people have no option but to drive, walk and ride past their shop. For customers these nearby excursions serve as a gentle reminder to drop in and pick up something. For prospects it could be the chance to peer through the window to check things out. All this “foot traffic” helps make the mantra for many a successful physical store be location, location, location.

But what about those same stores online?

Some mistakenly call the Internet the information superhighway. But I see no ordered way in which people traverse from website to website. To me it’s more a spider’s web of individual paths than an group treck across well worn roads.

So if there are no highways or malls to help bring people back to the front of a web store what can store owners use in their place?

Well for those online retailers that are well funded there is always traditional media advertising. Billboards seem to be the flavour of the month at the moment for those owners with deep pockets. The ads look good in whatever form they take – the agency is your best friend but you need a storehouse of cash to keep this strategy going to create ongoing traffic.

Then there’s online advertising. Here you can take those billboards, face them towards the web and see what happens. Banners of all shapes and sizes can be wrapped around high traffic sites to hook people back. Yes banners, remember those squares of advertising that you mentally block out when bouncing from website to website?

Paid search advertising is another tool to entice new and repeat visitors – especially if your site is hard to find in the generic search options. But those keywords are rising in both popularity and cost.

So all of these options will bring first time visitors to your site for a varying amount of cost per visit but having to continue to invest in any of them to make visitors return is too costly for most to achieve.

This is where effective email marketing can be rather handy.

Email is by far the cheapest and most effective way to call people back to your website. Asking, cajouling, begging and bribing all website visitors to subcribe to your email list has to be high up on your website goals.

Well written email newsletters create their own virtual “foot traffic” by enticing visitors to return to your website pages through the links contained in your copy.

But while this logic is sound and the Internet is abound with successful case studies of email marketing being used this way it still amazes me how many website fail to entice their visitors to join any email newsletter of sorts.

Yes they have billboards extolling their website, some even tell their story with television but when you visit there is no “hard to say no” option to join a newsletter so they can bring you back for cents when they brought you there with dollars.

It doesn’t take much to design an email communication that has strong appeal and set up a web form to capture subscriptions.

Please make sure it’s part of your website strategy – and failing that make mine a flat white when I drop by your bricks and mortar store next time.

Serving nice coffee is one of the many benefits that bricks and mortar shops have over their web cousins. One other less obvious are the roads and pathways that line their front door.

From these roads, malls and neighbourhoods people have no option but to drive, walk and ride past their shop. For customers these nearby excursions serve as a gentle reminder to drop in and pick up something. For prospects it could be the chance to peer through the window to check things out. All this “foot traffic” helps make the mantra for many a successful physical store be location, location, location.

But what about those same stores online?

Some mistakenly call the Internet the information superhighway. But I see no ordered way in which people traverse from website to website. To me it’s more a spider’s web of individual paths than an group treck across well worn roads.

So if there are no highways or malls to help bring people back to the front of a web store what can store owners use in their place?

Well for those online retailers that are well funded there is always traditional media advertising. Billboards seem to be the flavour of the month at the moment for those owners with deep pockets. The ads look good in whatever form they take – the agency is your best friend but you need a storehouse of cash to keep this strategy going to create ongoing traffic.

Then there’s online advertising. Here you can take those billboards, face them towards the web and see what happens. Banners of all shapes and sizes can be wrapped around high traffic sites to hook people back. Yes banners, remember those squares of advertising that you mentally block out when bouncing from website to website?

Paid search advertising is another tool to entice new and repeat visitors – especially if your site is hard to find in the generic search options. But those keywords are rising in both popularity and cost.

So all of these options will bring first time visitors to your site for a varying amount of cost per visit but having to continue to invest in any of them to make visitors return is too costly for most to achieve.

This is where effective email marketing can be rather handy.

Email is by far the cheapest and most effective way to call people back to your website. Asking, cajouling, begging and bribing all website visitors to subcribe to your email list has to be high up on your website goals.

Well written email newsletters create their own virtual “foot traffic” by enticing visitors to return to your website pages through the links contained in your copy.

But while this logic is sound and the Internet is abound with successful case studies of email marketing being used this way it still amazes me how many website fail to entice their visitors to join any email newsletter of sorts.

Yes they have billboards extolling their website, some even tell their story with television but when you visit there is no “hard to say no” option to join a newsletter so they can bring you back for cents when they brought you there with dollars.

It doesn’t take much to design an email communication that has strong appeal and set up a web form to capture subscriptions.

Please make sure it’s part of your website strategy – and failing that make mine a flat white when I drop by your bricks and mortar store next time.

Are you putting off your next edition? Has it been a long time since hit “send”? And, was your last edition less news and more letter ?

It’s a common occurrence to see motivations wane when the tasks of turning out edition after edition of email newsletter dawn on those responsible. Plus this is especially the case when these publishing tasks are usually appended to rather than instead of other monthly actions.

So to help lighten the load here is a few tips to help those editions remain rolling out.

Firstly keep in check your expectations of how much content you actually require for each newsletter edition. It is better to have three news items of merit then a total of nine with six that are just there to make up the space. As subscribers we all welcome a newsletter that quickly gets to the point while bringing us information we value.

Secondly take a lead from the success of previous email newsletter editions. Most email deployment tools worth their salt will be able to tell you how many subscribers decided to click your links to “read more” on previous articles. Use this information work out what content areas are being well received and then plan out more along the same vein of interest.

Thirdly create some “electronic buckets” to snaffle away prospective newsletter content in as it comes your way during the month. I keep a “read and review” folder in my email folders list so I can copy messages across that are worth using in my next edition. And my web browser has a similar folder where I can store away pages that are worth considering at content creation time.

And finally if all else fails try planning.

Now I know for some this will be the first on the list but for others that are more tactical than strategic a good content plan can help get some direction on what content is worth producing. Take one whiteboard add some chocolate include a jug of strong coffee – let marinate for 30 minutes with a keen crowd and you should turn out a cunning content plan of your own.

In its basic form this will have a content area for each edition and some initial suggestions on who will create what to fill the three spaces on offer.

Have fun and do keep publishing again, it’s not that scary once you get stuck in.

Your Email Marketing Agency Needs a Brief – Struggling With What to Include?

Are you putting off your next email newsletter? Has it been a long time since your team hit “send”? And, was your last edition less news and more letter ?

It’s a common occurrence to see motivations wane when the tasks of turning out edition after edition of email newsletter dawn on those responsible. Plus this is especially the case when these publishing tasks are usually appended to rather than instead of other monthly actions.

So to help lighten the load here is a few tips to help those editions remain rolling out.

Firstly keep in check your expectations of how much content you actually require for each newsletter edition. It is better to have three news items of merit then a total of nine with six that are just there to make up the space. As subscribers we all welcome a newsletter that quickly gets to the point while bringing us information we value.

Secondly take a lead from the success of previous email newsletter editions. Most email deployment tools worth their salt will be able to tell you how many subscribers decided to click your links to “read more” on previous articles. Use this information work out what content areas are being well received and then plan out more along the same vein of interest.

Thirdly create some “electronic buckets” to snaffle away prospective newsletter content in as it comes your way during the month. I keep a “read and review” folder in my email folders list so I can copy messages across that are worth using in my next edition. And my web browser has a similar folder where I can store away pages that are worth considering at content creation time.

And finally if all else fails try planning.

Now I know for some this will be the first on the list but for others that are more tactical than strategic a good content plan can help get some direction on what content is worth producing. Take one whiteboard add some chocolate include a jug of strong coffee – let marinate for 30 minutes with a keen crowd and you should turn out a cunning content plan of your own.

In its basic form this will have a content area for each edition and some initial suggestions on who will create what to fill the three spaces on offer.

Have fun and do keep publishing again, it’s not that scary once you get stuck in.

This article from MarketingSherpa is a good one about content testing – read more here.

Here’s my top areas of email newsletter testing: –

All these drive stong open rates- without an “open” any content testing is dead in the water.

But with a growing concern about the unreliablity of the measurement of opens you need to track click throughs to gauge your success.

Hence you now need to add in any content testing to this list to help you see what is working while remembering the golden rule of testing to test just one thing at a time.

(Those with a monthly newsletter cycle could take some time to uncover the gold.)

Hourly reports from Google Adwords can help to reveal some interesting facts about when your searchers are looking for what you offer. Where are the clicks and impressions going? Is your product a daytime or evening seach subject? And why waste your clicks on low traffic times? go here for more from Google.

You don’t have brochure marketing, or sales person marketing so why website marketing?

Website marketing is there for those that want their website to both “tell” and “sell” their product and service. As you can imagine, not everyone fits into this category.

But for those that do then our website marketing process is an ideal way to get those idle web pages working and selling as hard as they can.

Our programs fit into two areas of website marketing.

The first service offering focuses on delivering a growing amount of new traffic to your website. The second helps you convert this traffic into prospective sales leads.

The graphic below outlines our overall approach to website marketing.

Website traffic comes from four main areas (shown by the arrows above). This traffic passes through some tracking tools so we can determine its quantity and origination.

These new visitors now work their way through web pages, pondering content that is specifically designed to appeal to those that you would classify as “warm” prospects.

By reading these pages they are enticed to register and turn themselves from anonymous website browsers into known sales leads.

A further much smaller group work deeper into the site and make themselves known as what you would call “hot” prospects that want what you offer now.

Our job is to help you apply this website marketing methodology to either your existing or proposed new website. We do this already for a growing number of clients from different industries both here in New Zealand and overseas.

Make contact with us today if you would learn more about how we can help you.

To test our thinking we are offering the option to subscribe to two email delivered mini-courses that may help you start on your own website marketing journey – you can find more information on these below.

All the best

Chris Price
Director
Permission NZ Ltd
09 623 6575


01 Course 1: Web site Lead Generation.

Can your Web site work harder to deliver you more sales leads? This course outlines the basic theory around on-line lead generation and steps you through a simple methodology for you to apply.

Course subjects include:

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02 Course 2: Professional Email Marketing

A course suited to both those already involved or soon to start their own email marketing efforts. This course helps marketers build a solid foundation of competency to ensure that future investments in both time and money are well placed to succeed.

Course subjects include:

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Online Lead Generation Services at Permission

Depending on your industry, its competitive profile, and the problems your products/services solve, online lead generation can be either an extremely simple or an excruciatingly complex task.

We have customers who have built a business in a few months based on a single web page and a well written Google AdWords ad, whereas others are making single digit monthly percentage point growth through extensive, detailed and painstakingly left-brain testing procedures.  Yes, each business follows the same common methodologies, but the outcomes can be vastly different.

And then with luck there’s the arrival of a new lead being, for most, cause for a celebration.  Yes, that AdWords ad is working well or, perhaps, that copy change on the landing page is starting to hit its straps.  You really are starting to master this lead-generation lark, you mutter under your breath – and you would be partly right.

You see, generating a lead is one thing – converting it into a customer is another.  Frequently, we see that success at the first stage is not always translated into a similar level of achievement with the second.  Of course, you are not to expect a 100% conversion rate between the two – not all leads have the same propensity to become customers.  But still, there can be a wide difference between the total leads generated and the resulting customers converted for many businesses using the online space for lead generation.

Fortunately, it is not uncommon to see your competitors having the same struggles to generate and nurture leads online as you do.  But, by having Permission on your team, you bring to bear years of experience in solving the problems you will face.

The problems this type of work solves.

In its very crudest form, this work ensures your website ‘sells’.  For some, a sale is a person asking for a free report or an initial complimentary consultation.  Others see a sale as another order for some nail polish. Whichever option fits your business, this work is focussed on achieving more ‘sales’ online.

How it will make your site sell more.

In nearly all cases the work focuses on ensuring your website sells in the same way your prospects want to buy.  Once this is mapped out, we go to work with you on creating the right copy and then help get it in front of more of your ideal prospect audience.

What needs to happen BEFORE this type of work is completed?

Most of the gaps that need to be filled here focus on your business, its market and the prospects you want to engage more with.

What coaching content do we offer in this area?

During our coaching sessions we have covered a few specifics of this work.  Have a look at these:

Creating a profitable lead nurturing program

Creating landing pages that work

Improving your website’s conversion rates

ABC Business Sales Flybuys The Marketing Association
Adam Parore Mortgages Marketing Profs (US) Formosa Country Club
Agrigarden New Hemisphere Garrison Security
AIG Nufarm Goodwin Real Estate
Air New Zealand New Zealand Hockey Grace Marketing
Boston Wardrobes New Zealand Symphony Orchestra Healtheries
Bridging Finance Ltd OCG Consulting Harrowset Hall
Bullet PR Paper Plus Itchyfeet Travel
Careerzone Paula Ryan Jasons Travel Media
Cleantastic Perron Kensignton Swan
Exotech Petes Post Les Mills
Electronic Navigation Ltd Pivotal Z (US) Line 7
Fisher and Paykel Healthcare Possum New Zealand Madman Entertainment
The University of Auckland Make Up Direct Youthline
PSM Healthcare Rocket Kitchen Teltherm
Power Accountax Select Cleaning Telarc
Pumpkin Patch Solutionists UCMS Solutions
Quinn Business Development Research Solutions  

We offer solutions to two problems that your business may be facing:

01How to cost effectively nurture the existing relationships you have through online communication methods.

02How to optimise your online presence to enable it to supply a stead stream of prospective sales leads.

Depending on your ability, email marketing has the power to either engage or enrage your customers or prospects. Permission produces campaigns that accentuate the positive and personal impact email messaging can impart.

For those already using email, we reveal trends of behaviour that have previously lay hidden in email tracking data. We blend this with our extensive knowledge and experience of effective messaging and then direct you on how to improve your effectiveness.

We don’t build websites; we optimise them so they turn anonymous visitors into known sales leads.

We achieve this through a package of specialised tools and services customised in application to suit your specific market need.