Ever wondered how many hours you spend each day on managing your social media posts and other marketing content? If you winced in response to that question, clearly, you haven’t embraced marketing automation yet.
Marketing automation software is a boon for busy professionals who wish to save time while also amplifying their marketing efforts. According to stats, up to 36% of marketers use marking automation to put repetitive tasks on autopilot. And, 63% of those who have invested in marketing automation software are outperforming their competitors with automated marketing campaigns.
The Importance of Marketing Automation
Marketing automation refers to the use of intelligent software to automate marketing activities. This includes the integration of live chat into your website, using software for inbox filtering, auto-scheduling your social media posts, etc. As you can see, marketing automation offers a more efficient way of carrying out various repetitive yet critical tasks. In addition, it also enables marketers to provide more personalized experiences to their customers, thanks to sophisticated data collection and analysis.
Benefits of Marketing Automation
According to a report, marketers listed time-saving (74%) as the biggest benefit of automation. This was followed by increased customer engagement (68%), timely communications (58%) and increased opportunities, including up-selling (58%).
Automation also enables a high degree of personalization, which is intrinsic to your customer experience. Besides, as the software takes care of the routine activities, it frees up your marketing team to focus on more strategic tasks – leading to a higher degree of innovation.
Cold Email Marketing Doesn’t Have to Send a Chill Up Your Spine
The weather is getting colder and that chill in the air makes a lot of us want to snuggle up and hibernate for the winter. Cold weather can have this effect on us, but sending out cold emails shouldn’t send a chill up your spine.
The stigma to cold emails or cold calls is that you’re bothering people who know nothing about you or what you do. You may see that as a scary and unfortunate situation, but we see opportunity! A fresh new start to a new relationship. The key to this opportunity is to have a well thought-out plan…a five step plan to be exact:
1. Organize your contact lists.
By organizing and segmenting your lists based on certain variables such as location or company type, you can better speak to their specific needs within your email. This is a crucial step to taking the chill off your cold email. Maybe they haven’t heard from you before, but if you spark their interest in providing relevant and interesting information, then you turn that cold lead into something much warmer.
Knowing where your contacts came from is half the battle and very important to avoid being marked as SPAM. Make sure you have a response from these contacts that you can contact them and always offer an option for them to opt out at the bottom of your email messages. By managing subscription preferences on your opt-out page, you can allow contacts to decide what sort of messages they wish to receive from you in the future. Maybe they no longer want to receive software updates, but would like to continue receiving your newsletter.
2. What is Your Value Proposition?
While you organize your contacts, think about a value proposition for each of those segments. Why would East coast accountants care about your product? How much time can you give back to working mothers? Identify the pain points of your contacts and make sure your product and/or service speaks to that.
3. Work Up an Attention Grabbing Subject Line
After you have your segmented contact lists and identified value propositions for those segments, it’s time to draft up your email. First thing’s first- a subject line!
The reason subject lines are so critical to the success of cold emails is because there’s a lot riding on those few short words. You have to fit in why your contact should open your email and what they should expect from doing so. That’s a lot to squeeze into just a handful of words. But it can be done.
4. Drafting the Cold Email
Speaking of a short and sweet subject line, the email body of a cold email has to be just that. I don’t mean 3 to 4 paragraphs; I mean 60-70 words! Now it may take some practice to become clear and concise, but it’s worth it. Use this outline to focus on what matters most in a cold email:
Describe who you are and why they should pay attention.
Spell out the main purpose of your email.
Make the call to action so enticing, they can’t help but obey.
If you think about what goes through your head when you read a cold email, it’s usually “why should I read this sales pitch?” So answering that early on will allow them to pay attention to the purpose of your email and whether it relates to their needs or not. A clear and easy call to action will then convert more contacts. Instead of clicking through to a lengthy form, try asking them a simple yes or no question.
Adding some warmth to your cold email through informal and playful copy is also encouraged. It’s one way to really stand out from the rest, because as you know, people get way too much email. What can you add (in terms of charm, not more words) to grab and keep the attention of your contacts?
5. Don’t Forget to Follow Up
A large percentage of people you send cold emails to will not respond on that first message. Don’t let this get you down. It’s the way of email marketing and your email campaign should include follow up emails that include at least three components:
Let them know why you’re following up.
Restate the value proposition from the first message.
Position your call to action with a yes or no question.
The follow up should be even shorter than your initial email. If you’re juggling multiple tasks, think about setting up a setting up a drip marketing campaign that triggers a sequence of emails.
Cold emailing can be intimidating, mostly because almost every other marketer out there today is doing it. Think of it as this: If you can quickly and easily explain what you’re selling and why a contact should act, it’s a win-win. With a short and personalized message, you are being respectful of their time and energy.
Even when you are close to perfecting the cold emailing process, it won’t show off all your hard work unless you track it every step of the way. That means measuring the conversion rate over the extent of the entire campaign. Pay close attention to details such as whether your contacts clicked through to your website but didn’t actually contact you for next steps. That can show you their level of interest along the way, helping you identify those warmer leads to pursue down the road.
All in all, cold emails don’t have to be a chilly experience for you AND the receiver. Use this opportunity to start a good relationship. Even if these contacts aren’t willing to act just yet, it’s on you to set the stage for a smooth transition when they are ready.
Writing a few sentences for an email campaign might not seem challenging, but there’s an art to crafting effective copy.
To help time-strapped marketers create emails that are effective, here are ten advanced email copywriting tips to follow:
1. Solve a problem
People buy solutions, not products. No one wants a plunger. Write your copy to help the reader understand how your product or service will save them time or money, or generally make their life easier.
Solving a problem also requires your recipient to trust you, that is, believe that you’re an expert on the subject.
2. Focus on one point
Don’t try to cram your new product announcement, free shipping promotion, and upcoming webinar into one email. Choose a topic and stick to it. It’s better to send multiple emails than to try to squeeze everything into one, which not only overwhelms subscribers but also dilutes your messaging.
3. Set a deadline
Email copy should compel subscribers to act instantly. Once they’ve read your message, you need them to click and convert. To do that, give subscribers a deadline.
Every sale should have an end date and every coupon should have a quick expiration date. The idea is to get subscribers to act fast so they don’t miss the deal. Mention the deadline in your subject line and again in the copy.
You could even send a second email as a “last chance” to take advantage of the sale or coupon.
Here’s a great example from Bath and Body Works. This is the second email sent about this deal and the deadline is clear at the top of the email.
4. Talk to the reader
Just as you don’t want to get stuck in the corner at the dinner party with the guy who only talks about himself, no one wants to read copy that’s full of “me,” “we” or “I.”
Instead, use “you” to make the reader feel engaged in the copy. Think of it as a respectful conversation in which it’s your turn to talk about something that (hopefully) interests you both.
Using “you” in the copy also forces you to think about the customer as you write, which will make your messages stronger and more relevant.
5. Don’t overpromise
In an effort to sell products, brands sometimes overpromise. They exaggerate a product’s features or use phrases like, “Guaranteed not to break.”
If you make a promise that you can’t keep, customer retention will suffer and word of mouth could negatively affect sales. Dishonesty will be a disaster for your company; no one does business with someone they don’t trust.
Be honest and realistic with your subscribers. Period.
6. Format for scanners
Assume that everyone reading your email is incredibly busy and won’t read every word of the text. Use headlines, subheads and very short blocks of text, or better yet, bullet points, to get your point across to skimmers. Put your most important message first and use boldface to draw attention to other important messages.
Remember, your copy can always include links to longer pieces, which gives the email a cleaner look and the reader the option to click to read more.
Paul Boag writes copy using short paragraphs, colorful headlines and linked text for recipients who want to read more on a topic. In this end-of-year email, he immediately gives readers an option to skip something that might be irrelevant to them by addressing the target readership in the headlines
7. Avoid the exclamation point
Marketers tend to believe that everything they say is exciting, which is probably why they overuse the exclamation point. Used sparingly, the exclamation point can show enthusiasm, but most of the time it’s just unnecessary.
Your email copy should mimic a conversation, so unless you’re the type that runs around yelling all the time, you should stick with normal, conversational punctuation like a period.
With these email copywriting tips, you can create compelling emails that subscribers will love. Remember, sending a quality email with a great message is more effective than creating sloppy copy in an effort to get an email out quickly.
Let’s start with the term “influencer”. Influencer can be defined as the one that influences people to buy some product or services.In simple language, influencer has a amount of crowd following them in various social media platforms where they promote a certain brand product or service so there followers who are interested can buy them.
This term might not be a stranger to you if you are into digital marketing industry.But the terms “Micro-influencer” and “Mega-influencer” might be.
So lets first discuss the term “Micro-influencer”
Micro-influencer can be described as an individual that can have followers ranging from thousand’s to lakhs in numbers and they have a quite a good knowledge on a particular field.
The micro-influencer can be anyone like a foodie showcasing different eateries or fitness guru or a fashion blogger.
This micro-influencers reach out to a specific audience that has good results when comes to engagement as they have a focussed reach with a certain amount of target audience.
The engagement rate of micro-influencer is higher when it comes to influencing so they create a good ROI.The smaller the audience the higher is the interaction with the audience and thus higher will be the engagement rate.
This smaller audience user’s consider the review of certain product that they are planning to buy.
As per reports 67% of marketing and communications professionals engage with influencers for content promotion.
Perks of hiring a micro-influencer
1.Engagement rates are higher
Micro-influencers can have a deeper connection with the audience as they can interact with the audience more frequently as compared to mega-influencers by comments,likes.etc
If the engagement rate is higher than you can be assured that the brand you are to trying to promote is gonna have a good exposure to audience.
Not only this gives a better exposure to the audience but also helps you with the sales.
2.Budget friendly marketing
As compared to mega-influencers the cost that a micro-influencer would charge per post will be much lower.
This way you can have a qite a amount of savings that you can distribute in different influencers marketing.
The micro-influencers are always a excellent choice when it comes to small businesses and doesn’t put much load to your pocket.As approaching mega-influencers will cost you much amount that will not be in your budget and will not give you the required results.
3.Boosting Conversion rates
As a certain amount of users depends on the reviews and suggestions before they consider buying any product or services.
In the market there are various products available that will fit your necessity but you need to know which one will actually crater your need.
This is where the micro-influencers comes in as they can describe your whole product and can have one on one interactions that will clear the vision of the audience and boost your conversion rates.
Mega-influencer can be considered as the top level influencers among the category of all influencers. Mega-influencer basically are those who have a followers in millions of numbers.
They are the more known or famous as compared to micro-influencers. Mega-influencers are typically the actors,athletes,singers or musicians.
The followers the mega-influencers have interest in different fields or topics, they are not having a particular set of followers.
Also mega-influencers cannot provide attention to all their followers, it’s not possible for the mega-influencers to interact with their followers one on one.
But they can provide a large exposure in one post or tweet by them. Mega-influencers may or may not be a expert in the particular field but as said earlier they have a wider reach when it comes to marketing or branding.
Perks of hiring a mega-influencer
1.Massive and wider reach
The term “Mega-influencer” itself suugests that the they have a wider and massive reach when it comes to brand promotion or marketing.
Although the mega-influencers might not be having a particular set of followers base that are following them for, but they do have a wide base of followers that can have a massive impact.
If you have just started your business and you want your marketing efforts give you a good ROI then they might not be the right option for you.
If a bigger brand company is looking to just be in the sight of the people and reach out to a maximum number of people then it is beneficial for that kind of marketing.
But it is not recommendable for the small or start-up businesses as it is not budget freindly and doesn’t give the required results.
2.Perception of a Celebrity
The celebrity promoting your brand will give you a massive result as every of the celebrity followers will want to try the brand their favourite celebrity is using.
So this will give you a huge audience base and will give you good ROI.
The company that has a celebrity association with them always has a increase in sales as a result of wider and massive reach.
As the mega-influencer has a wider and massive reach of millions of followers there has to be a surge in sales of your business.
The followers love to have what their ideal celebrity is using so they are naturally attracted towards the product their favourite celebrity is promoting.
But as stated earlier the mega-influencers is not for small business as the budget is very high and the amount of ROI we are getting is not commendable.
So it is recommendable small business use micro-influencers rather than mega-influencers.
Before jumping on the role play of both content marketing and inbound marketing and their relation we first ought to know what inbound marketing is?
Inbound marketing can be seen as a user focussed marketing strategy where potential customers becomes more confident about the product or service you are offering as you connect to their needs and give them an effective solution.
As the name suggests inbound marketing is letting the customers come to you instead of making a run for the customers.
So what i am trying to convey is that inbound marketing includes displaying the products to the potential users out there along with answering to their queries and make them feel they are part of the conversation.
Steps of inbound marketing
Attract the customers
You should be concentrating on bringing new visitors to your website and then convert them into your leads.Some of the important methods that you can acquire is posting blogs,staying active on the social media platforms and also on your website.
But how to convert visitors into leads
You can opt for asking their contact details such as email id,phone numbers.etc.As this is the most important part of inbound marketing.
But visitors will offer there contact details if you have something to offer like Ebooks or something valuable that they can make use of.
Convert the visitors into leads
Now as you have collected the visitors contact details the next step would be to convert this leads into customers.
This can be done by the marketing softwares like stay in touch where you can send them compelling emails and make them your customers.
Earn loyal customers
If you want to earn the loyal customers you have to take care of the existing customers by sending them offers and compelling emails and keep them engaged.
This way you can keep your customers loyal.
What role does content play in inbound strategy?
The fact that content is vital key of all types of marketing and is not hidden from the industry professionals.Talking about the importance of content in inbound marketing we can say that start of inbound marketing is presenting the users with the quality content about our product or services.
Moreover you have understand their needs and problems faced by them at every stage of their life and make a connection with them if you want them to consider your product or services.
Important points to make a note of :
When we have a content that is of proper quality we can be assured that are visitors gonna like it and then we can go for the further actions.
Your content should be of major importance if your content doesn’t convince the visitors, you will not be able to convert them to into customers.
To know about the content we have to first start doing our research for the keywords the users will be searching for and then create the content around the keyword.So that there are more hits on your website.
You should remember that the content you are creating can change the buyers vision towards the product or service. So you should know why are you writing and for what product and the impact it can have on the visitors.
Once you are over with the content creation the next step to hop on would be the circulation of your content. This point is important as you should be aware of the platforms where your content will not just be viewed but it should be reaching to the right customers.
You should be analyzing which platforms are of more visibibility than the others and take a note of which platforms are giving you the results.Once you have the knowledge of where your content is getting more engage rate, you should start finding the reasons behind it.
The analyzation from where your content is getting more hits and reasons behind it will help you for the future marketing strategies,so that you can divert little more focuss on that particular platform or content in that case.
Proper Landing page
You have to be prepared with the landing page after your content is engaging enough visitors so that they can take a action like buying your product or services.
For this call to action to take place you must have a clear call to action button for the leads can take action.Also remember the content you are presenting on the landing page must be compelling enough so that it doesn’t upset the leads and make them bounce back from the website.
Now if the visitors fills the contact form you should lead them to a proper “thank you” page.The thank you page can also present some additional content the visitors might be interested in, this increases your engagement rate.
This step includes sending an email to the users who filled our contact form and send them the content which again should be compelling enough.
Now most of you must be thinking in this digital era how much benefit emails could do,actually this plays a vital role in closing a deal.And finally you want them to take action to your email so place a clear call to action button.
Make the customers loyal
After you have made your sale you must be working on the loyalty of your customers.This means if you want your customers to stay loyal you must keep them engage by sending them offers on your product or services.
This will help you in your business as happy customers are likely to share your business on social media platforms or give a referral to someone.This will generate you leads and give you free marketing.
The fact that “you have to create awesome content” is a must but now you can focuss your content to your existing clients, like this you will be able to offer them with some additional features or services.As you know inbound marketing revolves around the client needs.
So I hope the topic was covered properly about the aspects of inbound and content marketing.
If you have any query related to the topic or want to add your knowledge to this please comment down or feel free to contact us on below-mentioned details.