Here are some items to help you with your marketing, and some ideas to keep in the back of your mind when doing your Marketing.
1. The Mobile Revolution
In the last couple of years, there has been a big uprise in the use of mobile devices, and now at least 60% of all web traffic is mobile-based.
When you are building a website or an email now you need to make sure that you start by building it for mobile and then making sure that it suits desktop. As before we were making website and email to suit the desktop and then fit in with mobile devices, this is no longer relevant as the traffic has now swung the other way.
When developing marketing for mobile devices you need to remember that a person's behaviour is different from on desktop; They will spend less time looking at email and websites as people do this will on the move and filling in little gaps in time. Therefore, you need to make sure that you get your message across quickly and clearly to people. When creating email marketing you need to make sure that everything will work on the mobile device, for when creating email marketing you need to make sure that everything will work on the mobile device, for example, if you are sending out PDF documents are all mobile devices able to open the PDF? Nowadays at least 50% of email is done on mobile devices, so you have to make sure that your emails are mobile-friendly and usable.
2. Destruction of the Attention Span
Attention is one of the most important words in marketing. You have to make sure that you grab the reader's attention straight away otherwise they just forget about you.
Now with most people using mobile to look at your marketing, you need to keep in mind that people's attention span is a lot shorter when using a mobile device. This is because people are using their devices in short gaps of time they have spare, and they want something to happen now...
...you have to make sure that you grab the reader's attention straight away and then keep it. If you don't then everyday life is just going to get in the way and you are going to get forgotten about it.
3. Email Deliverability
The deliverability rates of email are continuing to drop. This means that you need to make sure that you are grabbing attention straight away with great heading and personal email addresses.
The average deliverability has now dropped to only 20%, this meaning that if you are only sending a 10 emails campaign only 2 of your emails are even being looked at! This means that you have to send better attention-grabbing emails and more of them just so you can get your message across to the reader.
4. Stop It
Stop worrying about the things you can't control, and stop letting it hold you back from doing something amazing.
Just have a look at this clip from one of Bob Newhart's Sketches: https://www.youtube.com/watch?v=Ow0lr63y4Mw
5. Cost per head & Cost per sale
You need to look at what the cost is to make a sale against the amount of money you will get in. For example; if you know how many people you need to talk to get a sale e.g. 10 to get 1 sale. Then that one person buys something for £500 after you take out the cost of the product the money you have left is what you can spend on communicating with the original 10 people. If you spend more than this you'll be seeing yourself making a loss, and if you spend loads less you will see that you then have to talk to more people to get a sale as you won't be engaging with your potential customers.
6. Positioning
People don't choose you because of what you do, they choose you based on what other people are saying about you. You have to influence people to get yourself a good positioning.
If you are struggling to think about what you want your positioning to be, then think about it as how would you like someone to introduce you to a room filled with your ideal potential customers?
7. Load Speed Really Does Matter
With more people looking at websites on mobile devices, your load speed matters even more nowadays. 47% of people using a mobile device don't even bother to wait for a website to load if it takes longer than 2 seconds.
8. DreamList!
This is mainly for B2B businesses (business to business). A DreamList is a list where you have identified the perfect customers for you to work with. For this, you need to know some information about these businesses/customers this is so that you know whether you would want to have these businesses/customers on your client list.
When creating the list you want to be thinking about; the travel time? (if you have to travel to your customers); the business size? do you want to be dealing with small companies or big companies?; How much will you have to spend to get these as customers? These are important factors as will affect who will be on your DreamList.
When you have decided who is on the DreamList, only market to these people. Why would you want to waste money marketing to other people you don't want to be doing business with? This means that you will be able to spend more money on your market as you will be more focused and getting the clients you want.
9. Sweet Process
This is a website that gives you the ability to upload your companies processes and then share them with all the employees within the company. If you are not currently writing and sharing processes around your company, then I really have to ask why the hell not?!
Having processes in your company is great for future-proofing, especially if you are a small company. If you have someone off on holiday or ill do you know how to do their job while they are away? Having processes will help you to make sure that if someone is off on holiday or ill someone else will be able to do their job while they are away.
10. 1p
If you have something to sell for 1p then do it, this gives you a stepping stone to selling more to people. This is because you are more likely to sell to someone who has already brought from you even if what they brought was just 1p.
This means that it could just cost you 1p to put the foundations to sell even more to people. So wouldn't you do this?
11. Five-Step Headline Formula
The purpose of having a headline is to grab attention, for you to do this you need to make sure that your headline is great. There is a 5 step formula for you to follow to get a great headline:
Trigger; Desired end result; Time until result; Overcome objections; Risk reversal;
12. Coschedule.com/headline-analyzer
This is a free tool on the internet that will analyse the strength of your headline. This is a good tool for you to be using to check a headline after you have written it, I would only recommend it as a tool to check what you have written and not as a tool for you to build the headline.
13. Hemingway App
This is an app that gives you live feedback on the copy that you are writing. This helps you to make sure that your copy is readable for the viewer. It checks all different aspects of your copy including; spelling, grammar, and sentence structure. It gives you a grade on your copy, the lower the grade you have the better your copy is going to be.
The best thing about this is that the online app is free for you to use. There is an option for you to download the app to PC or Mac this does come at a small charge and has a few more features. I use the online version as this meets all the requirements I need it for.
14. BriteVerify.com
This is a website where you can check the validity of emails that you have gathered for your marketing campaigns. This is a great tool for helping you to clear up your lists in a quicker way than manually doing it yourself.
15. Answer the Phone
I think this is fairly clear in the title. Make sure that your phones are being answered, there is so much money going down the drain in not answering the phone.
16. Staying alive
This is about making sure that your website isn't being compromised. last year 39% of all websites were compromised, people are attacking any and all websites they can, it doesn't matter what business you are or what you do.
For this, I would recommend using one of these three tools for protecting your website from being compromised.
Wordfence is a great tool for you to use if you have a WordPress website. This is a free security provider. Cloudflare, this creates a barrier between your domain and your website. Again this is a free tool. Pingdom is another popular tool, and it's free.
17. Testimonials
Testimonials will help you greatly in giving potential customers confidence in what you do and your service. It is highly recommended that you have 10 testimonials for every year you have been in business. I do understand that there will be some companies that this would work for as they might only have 1 customer for the whole year.
The best way to get a testimonial is in video format as this is hard for you the fake and is more believable to the people viewing it. So if you have the ability to gather video testimonial then do it.
1. Boast.io
This is a tool that you can build into your website that allows people to leave testimonials on your website. This means it makes it easier for you to collect testimonials and easier for people to leave them for you.
This will also help save you time collecting the testimonials, all you have to do is direct people to your website and ask them to leave a testimonial.
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