Good and bad ideas for email marketing solutions
Some businesses begin marketing without knowing a lot about the current trends. As such, they tend to repeat the same basic mistakes. However, you don’t have to be that company. Just stay informed about the latest email marketing solutions.
For example, there are many mistakes that can be made when integrating content marketing into the social media campaign, according to Lisa Cannon.
Social media blunders and how to avoid them
Ideally, a marketing program designed to target B2B industries focuses on hitting specific customer personas. It does this by providing content across multiple platforms, such as social media and a blog. The information should be thoughtful and interesting enough to be read for its own sake. Remember that ranking your success as a marketer based on likes, retweets and shares is not necessarily the most effective method. Jessica Miller-Merrell, writing in Talent Circles, suggests that taking a more precise, targeted approach is going to bring better results. Rather than broadly interesting articles that are topical without being deep, provide content in your email marketing solutions and blog that is specific to your industry and extremely thought -provoking. You will receive fewer retweets and follows, but the ones who do send the story around to other people are genuinely interested in what your company is offering, and so the number of leads is smaller but the quality is better. This is equivalent to including longtail keywords into your website. The idea is not to hit everyone but to find the right people based on what they are looking for.
Companies make major blunders when they don’t do the above. For example, a company might use social media for posting all of its company news, rather than using a website information feed. People are reading twitter because they want thought leadership – not necessarily due to a desire to know the latest news about your company. Instead, bring your attention back to the core messages of your brand and hit those points in different ways repeatedly through robust, interesting content.
Another mistake comes from marketers who become exhausted with the extreme pace they have set for themselves, such as a 1,000-word article blog every day by 12 p.m. This won’t help because it’s unrealistic for a small-business owner to have enough time to set aside to provide content like this. Additionally, once a person decides that it’s too much, he or she might simply stop posting anything, and this creates a “ghost town” that has no recent content. Instead of choosing an overly demanding schedule, stick to something easy and simple – perhaps a 1.000-word article once per week. Remember that people likely won’t be reading your blog or social media daily.
Mistakes with emails
People can make the same mistakes of not posting relevant content or becoming overwhelmed in email marketing solutions. An email newsletter is essentially a specialized blog that targets specific interest groups much more specifically than the information you put on your website. Think of marketing as a funnel. You begin by providing broad and general information that anyone would find interesting, and your marketing software follows the people who read your website, tying the emails when they sign up for your newsletter back to the content they were reading previously. This begins the next phase of the marketing project. People will read content that has been custom generated from a pool of different stories that all pertain to aspects of your industry. In other words: extremely customized content. The funnel narrows as people read through the email and click on specific information that feeds back to the marketing software, allowing companies to continuously target more and more niche aspects of the product, hopefully giving deep and informative information about very specific parts of the business that a possible client might want to know.
The goal is that the emails will become a conversation, which leads to a call and a sale.
What gets in the way of this are often simply rookie mistakes, as Syed Balkhi, of Forbes, calls them. One example is not getting permission before you send out your emails. This is the biggest error you can make because your Gmail reputation is based on many factors, one of which is how many people actually open your email. As your reputation goes down, your chances of making it into the spam folder increase. Instead, provide plenty of opportunities on your website for someone to join your newsletter. A good way is to put something in the header and make the header always visible, scrolling down as people read.
The second mistake is to eschew custom content entirely and simply give everyone the same newsletter. This is a bad idea because you aren’t taking advantage of your software, and you aren’t targeting your customers sufficiently. Remember that this is a conversation and it must be a two-way street.
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