Put the Power Back in Your Internet Marketing

Videos Could Be Just What You Need To Drive Traffic
 
There’s a region of ocean circling the planet that sailors call the doldrums. One minute, a sailboat is cruising right along. The next minute, the sails are sagging without even a puff of wind to move them along.

The doldrums (a word derived from Old English for “dull”) have been known to last days, trapping unfortunate mariners in a stifling nightmare of boredom and inactivity.
Do those words reflect your online marketing? Maybe for months or even years you’ve enjoyed smooth sailing and suddenly you’ve come to a near standstill. Traffic has plunged, sales are fizzling out, and, in short, you’re going nowhere...just like those sailors of old.
Are you caught in the online equivalent of the doldrums?

Putting the Wind Back in Your Sails
If so, one way to put the wind back in your sails is through video marketing. A song once famously proclaimed that Video Killed the Radio Star, but video can breathe fresh life into your online marketing through compelling content say experts such as Jennings Hanna*.

“The applications and effectiveness of online marketing videos has grown enormously over the last five years,” says Hanna, an award winning film school grad and web video developer*. “This is mainly due to the dramatic increase in bandwidth available to Internet users and the rise of affordable digital video technology.”

In fact, Forrester Research indicates that videos made it 53 times more likely that your website would have a higher ranking in Internet searches versus traditional text based marketing. Other reasons you should add video? Studies show good quality video means people hang out longer on your website, increasing the chances for a transaction. Good quality (these are important words!) videos also build trust in the professionalism of your brand.

Naturally, if you do decide to incorporate video into your website (and you almost definitely should, unless you don’t mind drifting in the doldrums), you will have to make some important decisions. The following tips will help ensure happy sailing as you move through the video process.

What are you trying to accomplish? Yes, adding videos to your website and online marketing efforts can be a good move, but only if you think through EXACTLY what it is you’re trying to accomplish. Just doing a video because you think it’s cool, fun or cutting edge doesn’t cut it.  Are you trying to get more customers, make more sales or simply educate your customers and build their confidence and long-term loyalty? Your specific purpose should dictate the content for each particular video.

What are you going to film? Is your video going to be a company overview, about a certain product or service, or even testimonials from satisfied customers? Maybe it’s about an accomplishment or a particular promotion or event. Whatever it is, make sure it’s timely and relevant to your audience.

How are you going to film it? Oh boy, you didn’t go to film school did you? And it’s safe to say your next door neighbor isn’t Steven Spielberg. Don’t fear. The most sensible thing to do is bring in a creative consultant who can give your videos the level of professionalism that you and your customers expect. You, and hopefully your consultant, will decide what you’re filming and then build a shot list (a sequence of items that tell your story or make your point or pitch) that meets your goal. The advantage of a consultant is that he or she will save you valuable time and money wasted on poor camera work, poor lighting and a failure to adequately plan out the video.

“The truth is that a quality video that puts a professional face on your company requires specific knowledge and techniques that most people don’t have. While equipment costs and digital technology have made online video much more affordable, you still have to have someone who knows what they’re doing,” Hanna advises.

So you’ve filmed it. Now what? Editing, that’s what. Editing, most experts will tell you, is one of the toughest yet most critical aspects of making any video, even a short one. In most cases, you’ll be trimming down many minutes of film into a short video (don’t make your web based videos any longer than 2-3 minutes at most). Quality editing ensures that all the good stuff stays in, while the unnecessary material is cut.  You’d be surprised how difficult it is to make these decisions and too often novices fail when it comes to making a tight, relevant video. Again, a consultant can give you that critical eye that makes sure you tell exactly what you need to tell and no more.

Time to spread the word! When it’s all done, it’s time to upload your masterpiece of video marketing. Make sure to embed it on your website so people don’t have to wait for long downloads to their desktops. Also, don’t overlook posting your video to YouTube, Vimeo, Facebook and other sites that attract the all important attention of search engines like Google. Plus, include links to the video in your e-blasts and e-newsletters.

Finally, sit back, relax and enjoy the show. Video can really put the power back into your Internet marketing sails (and sales!).

written by SCOTT WIGTON

WHAT YOUR E-MARKETING STRATEGY NEEDS & SIX TACTICS THAT WILL MOVE YOU TOWARD SUCCESS

Read previous article: GOOD E-MARKETING CAN TRANSFORM YOUR BUSINESS

 

Last month, we explored the importance of a comprehensive e-marketing strategy and outlined what the goals of such a strategy ought to be: namely, to increase sales, decrease costs, build your brand, increase value to customers and build relationships. This month, we look at a few tactics to help you execute on your strategy.

 

In marketing, as in war, a clear strategy with defined, measurable objectives is vital to any successful campaign. You will never achieve the ultimate potential of your business without one, and that’s why it’s wise to consult with experts when designing your strategy.

 

Yet even the best strategy is doomed unless it is well executed and the necessary resources are devoted to it. Would any competent general send his troops into battle without the tools and detailed plans to accomplish their objectives?

 

Those detailed battle (or business) plans are called tactics. Tactics are basically the executable details of a strategy that lead to accomplishing your overall objectives; in other words, they are the day-to-day implementation of specific e-marketing practices that, over time, lead to strategic success.

 

it’s important to remember that each tactic you use in your e-marketing is itself a mini-project that requires forethought in design, implementation and measurement

 

Care is also required in the daily oversight and management of each tactic to ensure it has the best chance for success.

 

So, what are a few tactics that often go into an e-marketing strategy? Among them are:

 

1. website — Without a doubt, establishing an effective website is the foundational tactic of any e-marketing strategy. In fact, it is hard to imagine mounting and sustaining such a strategy without a website. Because of its importance, a website, whether new or a redesign, deserves the utmost attention when it comes to design and reaching your target audience. Don’t skimp here. Websites are where many customers go these days both to make purchases and to confirm a decision to purchase products or services.
   
   
2. strong website articles/content — A website is next to worthless unless it is up to date and remains relevant to your customers. Old information or uninspiring content will send your customers or clients looking elsewhere. Content is king, so keep it fresh and relevant. Informative articles are a good way to attract attention from surfers searching for information in your field, and they offer you the chance to prove your expertise and tout your services.
   
   
3. email/e-blasts/e-newsletter — These can be good tactics for keeping your customers informed and equipped with “actionable” or simply interesting information. Opt-in email can help to connect your customer to your brand and thereby build sales opportunities. One caveat, however, with these types of communications is to make sure your information is not too self-congratulatory or self-serving. Instead, always offer something valuable. Also, make sure it’s easy for people to “opt-out” of your e-epistles, or you risk running them off by flooding their inbox with unwanted messages.
   
   
4. webinars — Are you an expert? Perhaps you can enlighten your audience through a webinar (an Internet based seminar), which are becoming a popular alternative to attending conferences in person. They're relatively cheap and convenient and help establish you as an accepted authority in your field or business. And, nothing connects customers to your brand like YOU. If they can see and hear you, you’ve got a good opportunity to make them believe in your business through your personal credibility.
   
   
5. social media/blogging — Being so new, this tactic has yet to fully prove itself, but it should still be part of comprehensive e-marketing strategy. Jumping into social media to promote your business and raise awareness is cheap and uncomplicated, but requires effort to remain engaged and relevant. Blogging is a great way to remain relevant, but it requires constant updating and with the Blogosphere so crowded, it can be tricky to garner attention and repeat traffic.
   
   
6. search engine optimization — This tactic goes hand in hand with your website and should be included in the design process. SEO basically raises the “visibility” of your website by increasing the likelihood that your site will pop up high in the rankings when someone initiates a search using engines such as Google, Yahoo, Bing, Ask.com or others. The aim of SEO, which relies heavily on carefully selected keywords embedded in your website, is to increase traffic to your website.

 

These are a few of the important tactics within an e-marketing strategy. Chances are you already are employing some of them depending on your needs and audience. However, it is important to remember that your tactics must be flexible, measurable, and changeable. Part of e-marketing is risk management and the honest assessment of outcomes. If a tactic isn’t getting you closer to fulfilling your e-marketing strategy, it’s time to reassess.

written by Scott Wigton

How To Turn Email into a River of Revenues

What would you say about a marketing device that returned over $43 for every dollar you spent on it?

Too good to be true, right?

Wrong.

That device is none other than the commercial (HTML-coded) email, a tool that far outstrips all others when it comes to pure return on investment (ROI). So, how on earth does an email garner such grand results?

To understand this, you must realize an effective commercial email is a well conceived, superbly timed, and, above all, expertly designed piece of marketing that is focused on accomplishing one thing: Getting a customer to take action.

Just how good can an email get? According to the Direct Marketing Association’s 2009 study, commercial email returned $43.62 for every dollar spent last year. Compare that to an ROI of $21.85 for Internet search advertising, $15.22 for direct mail and $7.32 for catalogs.

The Perils of Poor Design

“Fantastic!” you say. “Let’s crank out an email right now and blast it to our list. After all, emails are easy and anybody can do them.”

Not so fast. While it’s true that millions of emails are exchanged daily, only a tiny fraction are well enough designed to grab a customer’s attention and get them to make that all important click that results in a purchase.

To begin with, there are essentially two types of commercial emails, ones that mostly depend on text to get results and those that are more visually or image driven (much like a magazine ad). Many of the very best commercial emails contain a balance of both. Whatever the approach, it must be chosen because it has the best chance of making an impact with your audience.

It is important to know quality design is NOT just about a snazzy picture, cute turn of phrase or a colorful graphic (though these might be part of a well-designed email). Rather, good design depends just as much on advance planning and strategy and careful selection of elements to achieve the desired end.

Remember, the competition – and clutter – is fiercer than ever.

Take your own email inbox, for example. Most of what you receive is either deleted immediately or quickly scanned and disposed of. The level of email fatigue and cynicism is high, but that’s because most commercial email solicitations are inadequately thought out, poorly timed and lack quality design.

No wonder people (that’s us, folks!) are so quick to trash emails.

Don’t Waste Your Opportunity!

But there is good news. Most commercial emails arrive with the consent of the customer. At some point, he or she has asked to receive email updates or solicitations from you. This gives you a vital opportunity to impress them.

However, if your email is sloppily designed, annoyed customers will quickly unsubscribe from your list. Don’t waste your chance to enjoy an ROI of $43 to $1 or more simply because you decided to do it yourself.

Instead, hire a capable designer who understands that the following are essential to a successful commercial email: copy that is well formatted and brief (keeping in mind that email readers are in a hurry); a reminder that the customer granted permission to receive email from you; an easy-to-find unsubscribe link; focused content that focuses on one or two ideas rather than many; careful timing; a call to action (a compelling offer that screams: “take action now!”); solid HTML coding; strong copy and headlines; compelling images (but not too many); and, of course, a catchy subject line that demands the email be opened.

Again, remember the subject line is crucial to getting an email opened but after that it’s good design that will determine whether the end-user/customer decides to read on and take you up on your offer.

Good Design Turns Clicks into Profits

Finally, never forget that an effective email is a marketing tool that can deliver convenience and value to your customers while realizing significant dividends for you. If $43 to $1 sounds good to you, the key to success is a creative and expertly designed piece that cuts through the clutter, cements customer loyalty and burnishes your brand.

written by Scott Wigton

How to Beat the “Delete” – 5 Tips to a Better Email Newsletter

How to Beat the “Delete”
5 Tips to a Better Email Newsletter

Email newsletters can be a good way to maintain and even build a relationship with your customers and supporters. However, you run the risk of alienating them unless you are careful to create a product that is in step with their preferences and habits.

It wasn’t long ago that Detroit ruled the American Road, mass producing heavy trucks and SUVs. When fuel prices skyrocketed, however, many drivers abandoned American brands in favor of foreign models offering better fuel economy.

It was a classic failure of vision – of not giving the customer what they desired or needed in a product. In a similar way, you have to be sensitive to your customers’ desires and expectations when communicating with them via email newsletters.

You may already have an email newsletter to which they have willingly subscribed. And, if so, it’s reasonable to assume they trust your brand, buy your products or believe in your cause.

But is your email newsletter effective, or are you testing their patience and tempting them to look elsewhere because of a failure to recognize what your customer wants in this kind of communication?

A study by useit.com confirmed that people typically have strong emotional reactions to email newsletters. Useit.com’s Jakob Nielsen writes: “The positive emotional aspect of newsletters is that they can create much more of a bond between user and company than a website can.

The following tips can help you shape your email newsletter so that it has the best chance to strengthen, rather than diminish, relationships with your customers.

1. Appreciate Your Audience – Think about who will be receiving your email newsletter.  How did you acquire their email addresses? Are they regular customers? What do they buy? What causes do they support? Answering questions like these will help you identify the kind of content you should provide to them.

2. Content Is King – For many companies, figuring out what to put in their newsletters is the hardest part of publishing one. A good piece of advice is to THINK LIKE A READER/CUSTOMER and make sure every item, as much as possible, is RELEVANT to an end user’s interests. “How-to” articles and those rich with active links to reliable information sources can be especially appealing. In short, what would YOU like to see in a newsletter if the roles were reversed?

3. Brevity Is Best – Nobody wants a rambling newsletter popping up in their inbox. And forget about wordy articles extolling products and lengthy success stories. Say what you’ve got to say in no more than 150 words per item. The truth is most people only scan newsletter articles to get the gist of the content. If you’re lucky, a telling headline will pull a reader in even further. According to the useit.com study, only 23% read a newsletter thoroughly. A strong SUBJECT LINE is vital to getting the email opened and it’s not a bad idea to borrow a line directly from the newsletter content provided it is striking.

4.Timing Is of the Essence – Nothing prompts end-user/customer scorn (and thus more clicks on the “delete” button) than bombing inboxes with overly frequent communications, even in the form of content rich newsletters. Plan a regular communication schedule that delivers current and USEFUL information so that readers will be looking forward to it rather than dreading its arrival.

5. Effective Formatting and Design – Your email newsletter format will have a big impact on readership. To make this decision, you must first identify your audience and determine what is most likely to appeal to them. The most common formats for email newsletters are HTML, Plain Text and PDF, each with their own strengths and weaknesses. Generally speaking, HTML will allow you a more or less professional look with pictures and graphics while Plain Text is a “just the facts ma’am” format that frees you from HTML coding but has less style, graphics and perhaps less impact. A PDF format can use a lot of graphics and design elements not available to HTML or Plain Text but has the drawback of requiring users to either download it or have software (Adobe Reader) that can open the document. Some people won’t bother to look at your newsletter because of this inconvenience.

Critically, you should make it very quick and easy for people to either subscribe or unsubscribe to your newsletter. If the process is slow or frustrating, you will almost certainly annoy people and risk losing their business as well.

Remember, a well done email newsletter benefits your customers by providing relevant information while not imposing too much on their time.  It can be a tricky balance to strike, but if you are successful, customer loyalty should thrive.

Need a better way to get the word out? Looking for an easy, systemized and branded and way to send your email newsletters, surveys, and more  . . . without getting labeled as a spammer? Take a look at Xactcast.com. Sign up for your free demo today!

Written by Scott Wigton