How to Setup a Successful Email Marketing Campaign

As I mentioned in my previous article about utilizing all of your company’s digital assets, which goes over all the possible marketing channels your company can use. Email marketing is by far the most underrated and highly converting if setup properly. Properly is the keyword, that’s why I’m going to go over everything you need to know on setting up a successful email marketing campaign, and what should be done before clicking send.

Have a Clear Goal For Your Campaign

Here at RPM we’ve managed over hundreds of email campaigns and for the most part we have a clear goal outlined for every campaign. Whether it’s a one time info blast or an ongoing funnel, you have to plan it out fully. In this planning stage you can organize the amount of emails your campaign might need and include the right amount of follow ups. The follow ups differ per industry but you generally want to have at least one follow up per email sent. So when the person accidentally glosses over the first one, they’re more likely to see the second one.

Choosing The Right Email Auto Responder

Email autoresponders are a multi-billion dollar industry and picking the right one could be hard for beginners. There are multiple options to choose from, you have companies like Mailchimp, AWeber, GetResponse, SendGrid, Mailshake, ActiveCampaign, Market Hero and etc. I can keep going for days. Which email responder is the right one to choose? We’ll I look at 3 main things, email deliverability, ease of use, and pricing. I would much rather pay more if I know that the email is guaranteed to be delivered. RPM mainly uses ActiveCampaign because in our experienced testing, it has the best integration with wordpress, it has the best deliverability rates, and it’s very easy to use compared to other email autoresponders we’ve used in the past. Email Tool Tester actually tested out all the major email autoresponder deliverability rates, you can see their findings here.

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The 70/30 Rule

There’s a 70/30 rule in sales but a similar theory can be applied in email marketing. When writing your emails, you should provide 70% value, and 30% selling. The majority of your emails need to be value packed and written with the intention that the person receiving the email can gain something from it. The best way to write these emails properly is to think like the person on the receiving end. When you write your emails in a value packed way, your future emails will be seen as value packed by the user which will increase your open rate. Second half of your emails should include some kind of call to action, which is the sales portion. If they got some value out of the first half of the email and they might want to take action and buy your product or service.

Avoiding The Spam and Promotion Filters

What’s the point of spending hours on constructing an elaborate email campaign if it’s going to end up in the spam inbox? Exactly! Taking preventative steps before hand is crucial, but at the same time staying out of the spam box relatively easy to do. There are free tools like Mail Tester that you can use to test your email content and email accounts. Your account may be listed in a spam directory. Avoiding the promotions box in gmail is another beast you need to conquer. You’ll need to re-stylize your emails, minimizing the amount of links, images and spammy type wording. Keap wrote a great article going in depth about avoiding the promotions box. On the techy side, you need to make sure you have a clean sending domain. Have a proper SPF, DKIM and DMARC record setup in your hosting, this will help email service providers know that your sending address is legitimate.

Segmenting Your Email List

There’s an old time saying where 80% of your sales come from 20% of your customers, which is very interesting when it comes down to marketing to that top 20%. This is where segmenting your list is important, sending out different emails to different types of customers in your list. Majority of email autoresponders on the market have tracking services included so you can easily segment the people in your list that spend the most money. This way you can hyper – target people that are more likely to buy again which makes them more likely to make bigger purchases. Segmenting your list is central when it comes to marketing towards your target audience, which in turn goes back to the first step; planning.

Clicking Send

Congrats you’re now ready to go and send out your emails. Just make some last minute grammatical checks. One last spam and promotions check. Now you should be all set to click schedule your email or click send.

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Nikita April 10, 2019 0 Comments

How To Utilize All Of Your Company’s Digital Assets

With over 1.5 billion people actively using WhatsApp and 1.3 billion using Facebook Messenger according to Statista. It’s safe to say that in the modern day, people have different ways to communicate. Some use email, while others have a variety of apps like Snapchat, Instagram, Viber, Skype, the list goes on. With hundreds of apps on the App Store and Google Play Market. I personally keep my communication channels limited to call, text, email, skype, and slack for work purposes. Every person has a different outlet they use to communicate with friends and family, the same goes for your company. You have multiple ways to reach a potential customer. Whether it’s through ranking high in the search engines, showing up on youtube through google ads, or even doing Instagram Live. Essentially all of those outlets have one purpose: make your business money. In order to make the most amount of money, your company would need to be digitally omnipresent. Meaning your company can be found, accessed, and communicated by any combination of digital media. Today I want to show you how you can utilize the best digital channels to succeed in your industry.

Having A Proper Website

Every business needs a website, period. In 2019 a website is like basecamp, it’s where most if not all traffic leads to and converts on. It’s your company’s digital footprint that everyone always circles back to. Let’s say a prospect found your business through a Facebook ad, they look you up, and you don’t even have a website. How do you expect this prospect to buy from your company when they can’t even access the basic information about your business. It’s very painful to see businesses fail because of this one mistake.

 

In order to succeed in business and push forward in the coming years, you need to get a website created. If technology is not your thing you can always talk to the website experts and solve this problem immediately. If you do have a website make sure it’s updated, people are shopping with their eyes, so having a modern and visually appealing website helps increase conversions. Here are a couple of websites that were done right:

A Solid Social Media Presence

Just like a website, having social media accounts for your business is necessary to succeed in the coming years. Just like I mentioned before, people are shopping with their eyes. What they see on Instagram and Facebook could help push them towards liking a certain product or service. Social media is also a great way to communicate with your existing customer base. Whether you want to announce a company sale, or make personalized messages, you can easily do it by making a post or messaging through Instagram DMs and facebook messenger.  You can even retarget potential buyers that visited your website but didn’t convert or call through major social networks, this allows your business to be inside of your customers’ mind. Advertising through social media has never been so beneficial. It’s becoming easier to reach your target audience using tools like the Facebook Business Manager. If you want to know more about running FB ads, you can read this article on how to properly run Facebook Ads.

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Email Marketing The Right Way

While social media is the best way to engage with a younger audience and is more advertisement focused, email marketing is one of the more reliable ways to promote your brand. While many newcomers to the marketing industry believe email is old news, it’s actually underutilized by most brands and the best ways to interact with potential customers. All you have to do is setup an automated sales funnel, and an email capturing page (cough cough your website) then run it. Sprinkle in a couple email blasts here and there and now you have extra money coming to your business. For example, we setup a simple 7 email informational funnel for an e-commerce brand, and within the first 60 days we generated an extra $2k and $3k a month with around 1,000 contacts and all through email.

Search Engine Optimizing Your Website

Search engine optimization paired up with a highly converting and modern website is a match made in heaven. SEO is one of the best ways to get qualified leads online for the lowest price, even lower than Google Ads (yes it’s true). How does this work you might ask, you would need to make a few changes to your website, this will attract your website to search engine algorithms. Then eventually your website would rank for buyer intent keywords. So when people search up “a roofer in kansas city” your roofing website pops up, they click and call. Once you have decent traffic coming in, around 100 visitors a week, this is where all the other post visitor marketing services tie in, like email and retargeting ads.

At Last Google Ads

Google Ads is a great addition to any business, but should be one of the final touches to your marketing campaign. Although very useful, Google Ads tends to be really expensive search engine optimization. You can get a Facebook or SEO campaign for half of that money. The great benefit is that Google Ads helps your business get traffic from buyers that are ready to take action right away. There’s only one problem, the average person doesn’t really know how to optimize google ads. This is where you need to hire the right company to optimize your Google Ads for you, and just like social media you can follow your potential customers around the internet with display ads until they buy.

 

You can see how every single piece of marketing fits with each other. You have traffic sources like SEO, Social Media, and Google Ads, they all lead back to your website. If the customer didn’t purchase, you can retarget them with Social Media Ads, Google Ads, and interact with them through email marketing. That’s the way you become omnipresent

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Nikita March 2, 2019 0 Comments

5 Things You’re Probably Doing Wrong With Facebook Ads

With over 30 billion dollars spent on social media marketing in 2018 it’s safe to say that at least 10% of that money was wasted due to un-optimized ads. Businesses can always benefit from learning new tactics on running their social media advertisements. Today we’ll help you get the most out of your ads, by showing you five things you’re probably doing wrong with Facebook and Instagram Ads.

 

1. Using The “Boost” Button

It’s very enticing to click that blue “Boost” button and hope that your post is going to pick up traction. In reality that’s just Facebook’s way of making easy money off of you. When you do push that “Boost” button, your ads are going to be shown to a wide array of people that might be interested in what you’re doing, but most likely will not convert. Don’t worry, there is a solution to this problem… introducing the Facebook Business Manager. This is where you can go more in depth with your ads. You can track visitors, create custom audiences, and get an actual return on your ad spend. We’ll be making a tutorial soon on how to create the perfect Facebook ad, so you’ll know how the best in the business do it.

 

2. Not Having The Facebook Pixel Installed On The Website or Landing Page

If you’re on the business backend of Facebook, you know that you’re getting your dollars worth on ad spend, but something is off. You probably don’t have the Facebook Pixel installed on your website. This hefty line of code tracks your product sales, lead submissions, and website visitors. It’s crucial when it comes to retargeting a customer base that has visited your website, but didn’t convert.

Getting the Pixel is a very easy fix, just go to the menu and click on Pixels.

This is where you create your pixel, and see data after it’s installed on your site.

Go ahead and add a url, and name your pixel.

Then follow the installation instructions and you’re all set!

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3. Using The Wrong Marketing Objective

Seeing this screen is the first step to creating a Facebook Ad campaign, and majority of the time people pick the wrong objective.

We just close our eyes, and click on a random button, hoping it’s the silver bullet. Choosing the right objective is vital to the performance of your campaign. For instance, if you want more likes and comments on a post you made, you would want to have the “Engagement” objective. Need more visitors to your website? Choose the “Traffic” objective. Lastly, need a lead submission on your landing page? Use the “Conversion” objective then pick out your pixel in the targeting. Targeting objectives like Engagement, Conversion, and Traffic are the best for small businesses starting their advertising.

 

4. Location Targeting Is Off

Location targeting is very important to local businesses, at most you would target people that live in a 15-25 mile range. This is where mistakes happen, when you’re setting up the location targeting, on the drop down right above the map, Facebook defaults the option to “Everyone In This Location.”

What you need to do is, change that to “People Who Live In This Location” so that your ads get delivered to residents, not passerby’s and travelers. This simple trick will help you narrow down your audience, lower your cost per conversion, and increase in the amount of leads your business gets.

 

5. No Call To Actions In Photo and Video Ads

Picture this, you’re browsing through Facebook, and you see a text post with a photo, what is the first thing you look at? Majority of the time it’s going to be the photo. This exact same thing happens to people that see your ads. A lot of the business that we come across are not adding in any call to action text to their photos or videos. Simply doing this will increase your conversion and click rate. It’s very easy to add text your photo ad by using Canva. Only thing you have to watch out for is having too much text in your photo, this might hinder your ads’ performance. Use this tool from Facebook to see if your photo has the right amount of text in it.

 

Bonus Tip: Use Emojis When You’re Making A Post

Just like having a call to action in your photos, emojis accomplish a similar task. Emojis are great for catching a person’s eye when surrounded by a lot of text. Including them in the beginning or middle of a text is a great way to make your posts stand out from the rest.

Hopefully after reading this, you’ll improve in running optimal ads in your industry, but if you need professionals to create and run the ads for you, go ahead and fill out the form below to get a free social media audit from us. We’ll create a plan of action that’s highly effective and right for your business!

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Nikita February 10, 2019 0 Comments