Tuesday, 5 September 2017

A Stupidly Simple Guide to Taking Action, Finding Clarity & Getting Clients Right Away (FS231)

One of the things we hear most often is that people want CLARITY in order to get started.

They feel overwhelmed and murky, like they would totally get started if only they knew what to DO! Maybe you feel like you need answers before you begin, because you have to get this right.

Today, we are flipping that. I know you think you need CLARITY in order to take ACTION.

But today, we’re out to prove that CLARITY comes from ACTION.

Perhaps the very best part is that you don’t have to buy anything to start doing this. Not from us, not from any other marketing wizards on the internet (and please don’t trust anyone who tells you otherwise.)

As you’re going to hear in today’s real life stories, you just need an internet connection and some conversation in order to make seriously meaningful progress.


“Clarity comes from action — NOT the other way around.”


Being an entrepreneur is being comfortable in the murkiness.

You DESERVE progress, the opportunity to learn, to get your hands dirty, to really do this.

And if you never get started, you risk giving up before you even begin.

Instead of frustration and defeat, you stand to gain traction, clarity, money and serious in-the-trenches learning to give your business wings.

The subjects of today’s podcast could have easily just stayed stuck just waiting for stuff to happen. Instead, they took action.

Today’s episode was inspired by a Fizzler named Peter. After hearing a recent Courage & Clarity episode featuring Jessica Eley, Peter realized there are actually two kinds of money to focus on earning.


“Quick & dirty” vs. “Fun & Purposeful”

When you dreamt of becoming an entrepreneur earning an independent living doing something you deeply care about, chances are you were thinking of your fun & purposeful revenue.

It’s completely possible to make money doing the work you feel called to do: it’s your big picture, passion-fueled business idea.

Fun & purposeful revenue is fantastic — it’s the dream! — but as you may have experienced, figuring out how to “make it work” is where lots of newbie business builders stall out.

Enter the “quick & dirty money” approach.

Now, full disclosure: I totally learned this from Jessica Eley. She’s a bonafide money mindset mastermind, so if you want more on this, definitely go check out the whole episode.

Chasing after your big & bold business dreams with little to no experience is kind of like trying to accelerate from 0 to 100 miles per hour. It’s the reason you get stuck before you ever start, why you chase your tail seeking “clarity” that never comes.

But since clarity comes from action, that means we have to do something.

So the question is, what are you good at? What comes to you so naturally, you could pop into a Facebook group or forum right now and start helping someone?

Sure, this might not be the kind of work you want to do forever. In fact, it might not have anything to do with your fun & purposeful business idea.

But a few BIG things can happen as a result of this action. You can make money. You can gain confidence. You can learn what you love about entrepreneurship (and what you can’t stand!)

And you can find — you guessed it — clarity.


Real life examples: clarity comes from action

Okay, onto our friend Peter. Here’s his story:

“After spending a few weeks unsure of where to proceed after I declared my previous business project a failure, I decided to take some action.

On a whim, I emailed some local yoga studio owners to ask whether I could briefly interview them about how they use email marketing automation in their business. I’ve been excited about email marketing automation for a while and I usually like yogis, so I figured why not?

One yoga studio owner responded, I met him for coffee and then another time for lunch, and now I’m doing freelance work for him for his yoga studio business and for his wife’s handmade jewelry business. My background as a consultant came in handy, because it turns out my client really wants to make analytics-based business decisions, and I have a lot of experience analyzing data, making the data easy to understand for others, and helping them make business decisions based on the data.”

I’m treating this freelance project as an experiment to figure out what kind of business would suit me.

Now, why am I so excited about this? Because I’m actually doing something. I have no idea whether I’ll continue to enjoy this sort of work, but I’m doing things, will make some money, and I’m learning about what I like and what I’m good at (and what I don’t like and what I’m bad at).

I had been so exhausted trying to plan my perfect business that I just wanted to try anything. And guess what? Jessica and Steph were right: action does result in clarity.”

Pretty compelling, right? Here’s a guy who went from “previous business project failure” (his words) to traction, progress & action just by grabbing coffee with a business he could help.

In case you’re skeptical about whether being generous with your expertise can actually lead to anything, here’s another story we had to dig up from another Fizzler, Joe. It’s one of our favorites:

“I went on 4 of the most popular subreddits and I put up a simple thread.

I essentially briefly stated my experience and qualifications and said, “I’m not here to charge anything. Just want to know what your problems are and how I can help you.”

Ho…ly…SH*T! The threads blew UP. I learned more in a day than I had in a month. Over the last 2 days since I posted, I just started working my A** off responding to every single response.

And I mean detailed responses. I put effort into these. Curating information. Giving tailored advice. Essentially giving away the farm here.

And guess what, I started noticing VERY consistent patterns. You know what a copy and paste response means? THIS IS A COMMON PROBLEM! Every person was responding back so thankful.

And then, something happened I wasn’t expecting… I started getting tons of private messages.”

Take action: what do you want to get clear on?

You haven’t forgotten the golden rule of entrepreneurship, right? Every single thing in your business is an experiment. (If you don’t know that rule yet, check out the roadmap.)

This whole thing we’re talking about is one big test. It’s important to know what it is you want to learn before you start jumping in to help people.

So what is it that you’re unclear on in your business?

What big existential questions keep you from taking action? Write them down. Make sure you know them. By taking action, you’re going to wind up answering these.

Peter was awesome enough to share his personal set of questions in the Fizzle forums. Here’s what he wants to find out during this action experiment:

  • Do I like setting up email marketing automation for people?
  • Do I like analyzing website data for people to base business decisions on?
  • Do I like presenting myself as a freelancer?
  • Do I like working with businesses, rather than consumers?

So whatever answers you seek in your business, capture them and start learning. We think you’ll be shocked at how much clarity the action really delivers.

And let us know: are you taking action with this approach? Are you ready to gain traction with your expertise, right now, today?

When you stop waiting for clarity, the only thing left do is take action.


Take Deeper Action

Many of us need extra help to get into the mode of ACTION. Many of us seem to be better at ideas than we are at execution.

For those of you who KNOW you want to become a person of action, not just ideas, we’ve made a podcast episode about this topic for you. Please be our guest and enjoy it!

Subscribe (how to)   iTunes   Overcast   Pocket Casts   Stitcher   Google Play   RSS  



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6 tips for making a logo part of your email campaigns

Does your business need a logo? Whether you’re refreshing an existing logo or creating a new one from scratch, keep in mind that logos are essential for brand awareness. After all, a logo is the distillation of everything your business does and stands for in one emblem that consumers comprehend in mere seconds.

If you’re mulling a new logo design, consider how it will tie into your email marketing efforts. Here are six things to keep in mind: 

1. Big or small, look good above all

Your readers read emails on different devices, browsers and screens. A strong logo for your business should look spectacular whether it’s displayed large on a desktop screen, or tiny on a smartphone. As you’ll see below, this tip is the most important of all, and influences nearly every part of your logo design. 

2. Colors matter — especially in email

What color should your logo be? Psychologists have long understood that colors carry unspoken meanings. Here’s a quick rundown of some of the most common:

  • Red: bold, passionate, sexy, powerful

  • Orange: creativity, cheer, fun, youth
  • Yellow: sunny, optimism
  • Green: growth, rejuvenation, environmental, health

  • Blue: professional, calming, trustworthy, knowledgeable
  • 
Purple: wise, blissful, spiritual

  • Black: powerful, strong, masculine, luxurious
  • 
White: pure, innocent, clean, simple

  • Pink: flirty, youthful, feminine
  • Brown: rural, historic, steady
  • 
Grey: neutral, calm

Remember, though, that a logo which looks amazing on paper may not translate well to the screens where your emails will be read. The ideal logo is a design that looks perfect when printed and when digitized. 

3. Pick the right font

Typefaces communicate wordlessly. Apart from the actual text you write, the font used in your logo conveys an unconscious message to your readership, much like colors do. If you plan to include your business name in your logo, which many companies do, be sure the font suits you:

  • Script fonts: elegant, affectionate, creative

  • Serif fonts: traditional, reliable

  • Sans serif: stable, clean

  • Modern: strong, stylish

  • Display: friendly, unique

Again, be sure the typeface(s) you ultimately choose look good at any size and in any medium. Additionally, a font that works well for a logo or headline – something a little more ornate or attention-getting, for instance – may be tiresome and hard to read if used for the body text of an email. Pick two to three fonts to use consistently for headlines, subheads and body text.

4. Go easy with the imagery

Your logo will ultimately live almost everywhere: on your emails, your printed materials, your website, your letterhead, company vehicles, promotional apparel, packaging and so on. When considering graphics or imagery for your logo, opt for something distinctive but versatile enough to look great at every size. A professional graphic designer can help you come up with stylized imagery that reflects your business regardless of whether it’s on a highway billboard or reduced down to a social media icon. 

5. Research, don’t copy

During the process of creating your own logo, you’ll probably find yourself noticing every other logo you come across, competitors’ and unrelated businesses’ alike. Take note of your reactions to them. Do you like the fonts? The use of white space? The design ethos? Try to focus on characteristics that appeal to you and that you believe will serve your business well. 

Without copying another logo, imagine how your preferred elements might come together in your own logo. Then consider how that will look on screens of varying sizes, and whether it will accurately represent your business even when thumbnail-sized.

6. Keep it simple

A logo should be clean and crisp. It shouldn’t leave your customers puzzled about what it means. Simplicity is often best. Use no more than three colors; often just one or two is sufficient. Stick to two or, even better, one font. Employ imagery that is simple enough to enlarge or reduce without losing its meaning. Your logo can still be creative, but it shouldn’t be overwhelming or overly busy.

Bonus tip for adding a logo to your email marketing

One last thing: Once you have a logo you love and are ready to use in your email marketing, remember to make the logo image file a clickable link that takes readers to your website (or to a Landing Page you’ve created). Then do that with every email you add the logo to. No matter what an email’s primary call to action is, your attractive new logo is another great way to direct traffic to your website. And more visitors to your website means more sales. 

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Editor’s note: This post was originally published in October 2015 and has been updated for accuracy and relevance.

© 2017, Contributing Author. All rights reserved.

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Underperforming Mobile Pages are Sabotaging Your Revenue. Here’s How to Fix Them.

Your site gets more traffic from mobile devices than desktops.

So… why are your mobile conversions so low?

That’s what matters most after all. Right?

Right.

The typical reason?

Your site sucks. Plain and simple.

It’s hard to use. The organization is a mess. And it’s slow as a snail.

But there’s good news and bad news.

The good news is that the fix is easy. Just build a new site.

The bad news is that you can’t always do that. Or someone won’t always sign off on it.

Here’s why you might want to rethink that.

And what you should do if it’s still a problem.

Why your mobile results aren’t what they should be

Many sites claim to be “mobile-friendly.”

However, that’s not always the case.

The reality is that most sites aren’t actually mobile-friendly. They’re just accessible on mobile devices.

Yes, there’s a difference.

According to Frank Reynolds at Compulse, there are actually three different terms for how sites appear on mobile devices: mobile-responsive, mobile-optimized and mobile-friendly.

  • Mobile-responsive sites are actually user-friendly. They’re built from the ground-up with mobile transitions and user experience in mind, and they resize and adjust proportions, images and text according to specific devices.
  • Mobile-optimized sites are built as a distinct mobile version of the desktop site. They look and feel more like an app, they’re just not actually designed to be apps. These are also typically built from the ground up.
  • Mobile-friendly sites are simply regular desktop sites that have an accessible version on mobile browsers. They can be designed for a mobile experience, but typically they’re just smaller versions of the larger desktop site. *This is the majority.*

The latter option is, sadly, the option most used by sites looking to add mobile functionality to their desktop site.

The reason? It’s quick and dirty.

And you can throw it on after like a band aid. No need to start over from scratch.

Which translates into “a helluva lot cheaper than building a separate mobile site.”

difference between mobile responsive and mobile friendly

Unfortunately, shrinking down a desktop site’s user experience into a smaller screen isn’t actually helping with mobile-friendliness.

It’s just making it harder for users to do what you want.

To convert. To opt-in. To give you their cash money bling bling make a marketer wanna sing sing.

Here’s why.

When “mobile-friendly” costs you conversions

Mobile-friendliness (or the lack thereof) impacts SEO.

Search engines like Google look for mobile responsiveness when driving traffic to your page.

Soon mobile-first indexing will be a thing.

This means mobile sites will take priority over desktop sites when showing up on Google’s SERPs.

But when Google says they’re looking for mobile-friendly sites, what it really means is that they’re looking mobile-responsive.

You know, that third option from above. The expensive one.

If your website is not mobile-responsive – designed from the ground-up with a mobile experience in mind – you will see a decrease in search traffic.

Lost traffic equals lost conversions. Less people to buy stuff.

And that’s assuming the same rate of people buy stuff between the two. Which ain’t the case, as you’ll see in a second.

Even if your traffic numbers remained steady, not having a mobile-responsive design will sabotage your conversions anyway.

The biggest trouble is that mobile-friendly designs aren’t always aesthetically appealing.

They’re essentially just shrunken versions of a regular site that are more difficult to navigate.

You know, like the creepy dude with a tiny head on Beetlejuice.

via GIPHY

According to Adobe, 38% of mobile users will stop engaging with a website if the content or layout is unattractive. And 65% rank display as the “most important aspect” when it comes to consuming content on mobile.

Bottom line: “Mobile-friendly” designs are killing your conversions.

Don’t listen to me. Go peep your own analytics. It’s all right there in front of you.

Three times. That’s the difference in new leads or customers.

Conversely, it means you’re losing out on 3x the leads or sales on mobile that you could be, should be, getting.

How much is an average lead worth to you?

Couple hundred bucks on the low end for B2B or high retention products or expensive average order values.

Three * a couple hundred bucks = lots of missed revenue.

Here’s what you should do about it.

Redesigning your underperforming site with a true mobile mindset

So are you doomed if you haven’t built your site from the ground up to perform well on mobile?

Not necessarily.

The trick is to not take the lazy way out.

Call it what you want. But that’s what it is at the end of the day.

Maybe you can’t rebuild your mobile site from scratch for some reason. You still should. Your reason can’t be better than tens of thousands in lost revenue each month.

But let’s say, for the sake of argument, that your friendly HiPPO won’t sign off.

Start with a simple assessment, then.

For example, begin with the design:

  • How does it look on mobile? Is everything shrunken down and hard to read or is it resized appropriately and scrollable?
  • How well does it respond to mobile touch? (e.g. does it zoom in when pinched, etc.)
  • How easy it is for users to perform the same functions as your desktop site? Can they fill out a form as easily on a smartphone as they can on a computer?

Then let’s take a look at all of the other potential issues. Besides lost revenue. Of which, there are many.

❌ Site speed – How fast is your site? Google’s Developer Programs Tech Lead, Maile Ohye, says thattwo seconds is the threshold for website acceptability. At Google, we aim for under a half-second.” Both Google and site users expect mobile sites to load fast. Yours most likely ain’t that fast.

❌ Pop-ups – Are certain desktop features needed on mobile? Most likely, no. Pop-ups and other flash-based elements can cause mobiles sites to crash, reload, and slow down. All of which will damage conversions. Then there’s the whole “intrusive interstitial penalty.” Google says to make content easier to access, not less.

❌ Finger-friendliness – Can someone tap a form field with their thumb? Mobile should be finger-friendly. Buttons or form fields that are too small will hurt your conversions.

❌ Titles and descriptions – When it comes to mobile SERPS, you have less room to work with, so you want your titles and descriptions to be short, to the point, and keyword optimized.

❌ Vertical scrolling – Can someone use their thumb to read all of a page or do they have to sideswipe to find content?

❌ Top-loaded pages – Is your most important information at the top of each page? The layout of your content may need to be different than your regular site.

❌ Modern code – Are you using HTML5? Outdated languages, like Flash either don’t work or severely limit your mobile experience.

It’s important to be honest here. You can probably spot many of these issues from a mile away already.

If your mobile site isn’t living up to expectations, you need to reconsider whether or not developing an actual mobile-optimized or mobile-responsive site is worth the investment. (Hint: Yes, of course it is.)

But if you (or someone cutting your check) is still on the fence, you can use a few tools to prove your point.

If you want to see how mobile-friendly Google thinks your site is, try using their mobile-friendly site tester.

Simply drop in your URL to get the quick verdict. The thumbs up or down.

Green is good.

You can also use Responsinator to double check your findings. It will also preview how your site looks on several different devices.

Ideally, you want to see the site stretch wide across the device. You want to see the navigation menu collapse. And you want to see individual sections of your site rearrange on their own.

If those things aren’t happening or you see too much red in the tools above, try these tips below.

5 ways to optimize your existing mobile site

If you’re not sure your site is truly mobile-friendly (read: mobile-responsive), you have a few choices to make.

✅ 1. Create a mobile-optimized site.

The website’s built. Your boss/client just hired their best friend’s mother’s sister’s cousin who took a single HTML course in junior college to rebuild the entire thing.

Long story short: It ain’t changing anytime soon.

You may need to build a new mobile site that works seamlessly with your current site. Not ideal, but better than nothing.

✅ 2. Fix your mobile site’s layout.

If your site was made by selecting a template or theme from third-party website software, you can customize for mobile users.

If you’re on WordPress, for example, you can use a separate design for your mobile theme than for your desktop theme.

This enables you to provide a different user experiences rather than simply making a smaller version of your main design.

Plugins also abound for WordPress. The problem is that these often wreak havoc on your site speed.

Here’s why that’s important.

✅ 3. Optimize your mobile site for speed.

Almost all websites are too slow on mobile devices.

That finding comes from Google directly.

Image Source

Even if you don’t tweak the design or underlying architecture too much (though you really, really should), consider making changes that will make your mobile site faster and more usable.

This can include steps like:

  • Clean up & minify your site code
  • Compress & reduce files
  • Compress & crop images
  • Upgrade your servers & hosting
  • Minimize redirects, even 301s, when possible
  • Load scripts underneath page content

✅ 4. Measure the conversion roadblocks on your site.

You can run tests to see exactly where people are having problems on your website.

There are many, many things that need to happen before someone converts.

You have various micro-conversions. Then you have funnel or checkout steps. You can even run A/B tests. IF you have enough mobile traffic.

A certain percentage of visitors are going to drop off at each.

A Funnel Report can also quickly pinpoint these problem areas.

You can create a new funnel and segment the results by device category. So you’ll be able to pinpoint the difference in both conversions and conversion rate.

kissmetrics funnel report segmentation

After the funnel, you’re still not done, of course. This is just one conversion point, for example.

There’s still multiple interactions that need to take place. That means you might need multiple landing pages and/or funnels after the fact before someone converts.

The trouble is that this quickly becomes difficult with most (bad) websites.

My favorite sneaky alternative?

Fire up a new site or tool to augment/replace these problem areas. Like your HubSpots or Unbounces of the world.

BUT, pay for them out of your own pocket or budget.

That keeps them out of the clutches of the “I Tried” department who will otherwise make your life a living hell. And most upper management literally has no idea what’s going on.

If they don’t know what a DNS is, you’re probably good to go.

Hey — we have jobs to do! Our livelihood depends on it.

One time we even spun up a new WordPress site on Godaddy to create a convenient workaround.

Are you honestly willing to let your own success be determined by people that literally have no idea what they’re talking about?

Pay the $99/month out of your own pocket. Slay the results. Get a raise paying you an extra $1,000/month because you just made the company $10,000/month.

If they won’t raise you, I will. #realtalk

It’s mean on the streets.

✅ 5. Simplify your website.

Simple websites almost always convert better.

There’s no need for the fancy stuff. Please don’t use carousel sliders. Or god forbid, parallax.

I can’t find a study on this, but I’m willing to bet that a static HTML site would convert better than most “sophisticated” ones.

It would also load faster and be easier to navigate, too.

Or just pay Squarespace.

You think I’m joking. Kinda. Sorta.

But then at least you know they work across all devices.

Conclusion

You might be able to visit a website from your mobile device.

But that doesn’t truly make it mobile-friendly.

And mobile-friendly makes a difference when you consider what matters most: Traffic, visibility, customer experience, and conversions.

Go verify this right now. The traffic and conversions from mobile vs. desktop should be all you need.

Then run your site through simple tools to diagnose what’s wrong and what needs to be fixed.

You might not be in a position to change your site. The Powers at Be might not sign off.

So get crafty. There’s workarounds if you know where to look.

Redesign pieces of your current site. You can use actual mobile-friendly templates and layouts. Even substitute pieces of your funnel with better tools.

Sometimes it’s better to ask for forgiveness than permission.

Especially when your job and financial well being are on the line.

About the Author: Brad Smith is the founder of Codeless, a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.



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Are Any of These 5 Reasonable (but Wrong) Fears Holding You Back?

Let’s get something important out of the way: It’s okay to have fears. Actually, it can be good to have fears. Especially when it comes to any kind of entrepreneurial venture. Fear can keep you working hard. Fear can keep you asking the right questions. Fear can keep you from taking any success for granted.
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How to Master Analytics like Will Smith and Amazon

Will Smith is not just a pretty face. Nor is he just a likeable, talented actor.

He’s a businessman and a master marketer. The only Hollywood star that predictably gets over $20 million per flick. Even his movies that didn’t get good reviews, like Hancock and Suicide Squad, grossed over half a billion each worldwide. Wouldn’t you just love the worst of your ventures to make half a bill?

So, what’s the secret to Smith’s success? How has he chosen just the right way to focus his time, attention and resources?

Is it down to luck? An innate knack for making good decisions? Or an unwieldy drive to succeed?

These factors have played their roles, I’m sure. But Will applied a much smarter, more calculated method to propel himself to stardom. One that your company can – and should harness the power of, in order to drastically increase your customer acquisition and retention.

The answer is: analytics.

It’s the skill of observing what your prospects and customers do and have done in the past, using this to predict what they will do, want and need in the future. Then make smart marketing decisions based on this info, to maximize your profits and dominate your market (just like Will Smith).

In short;

Glance back over your shoulder before you plan new things.

This article will reveal how Smith did it, how Amazon is doing it, and how your company should do it.

The Fresh Prince of Analytics

When Will Smith first ventured into the world of Hollywood movies (from within the clutches of Uncle Phil’s tyrannous reign) he and his manager sat down and analyzed the ten highest grossing movies of all time, looking for patterns.

They analyzed what moviegoers (his target customers) did in the past to determine what they would do in the future. So that they could put Will Smith right where the money would be.

At the time, they found that ten out of ten of the top movies had special effects, nine out of ten had aliens and eight out of ten had a love story involved.

Next stop – Independence Day and Men in Black.

In no time at all, Will Smith became a household name.

That’s a simple example of the power of this technique. In marketing today – especially digital marketing – it’s all-important. It really is the key to consistently better decisions.

Let’s look at exactly how effectively using your data to predict your customer actions can boost your revenue and profits.

Three Ways Analytics Impacts Your Bottom Line

1. It Increases Your Leads & Prospects

Analytics allows you to see, repeat and expand on what works best to boost:

a. Your Leads
You can find and qualify leads better to know which ones are most likely to become paying customers. We get this by observing patterns in firmographic data (data from the company your lead works for), demographic data, geographic data, psychographic data and through the analysis of the industry and economy.

In other words; who they work for, who they are, what’s going on behind the lights, where they live, and what’s up in their world. All five areas, will give you clarity on where to find the most and best leads.

b. Your Prospects
Once a lead starts showing active interest they become a prospect. It’s getting hotter. They’ve seen the trail of breadcrumbs and are on their way toward you.
Analytics can tell you how to maximize your prospects from the five data types plus extra information your sales team learns while interacting with your customers.
A 10% increase in leads or prospects is a 10% increase to your bottom line (if your conversion rate remains the same).

2. It Increases Your Conversions

Mastering analytics can help you polish the method, frequency, and quality of interactions with your prospects. Refining each piece, cranking those conversions up and up.

It takes qualifying prospects to a whole new level of detail. By turning all important factors into data (such as the prospect’s level of need for the service, their budget, their level of authority, and much more), your sales people can quickly focus where the focus is needed most.

As the skill and precision of your qualifying, sales and closing techniques increase, so does your revenue.

A 10% increase in sales conversions is a 10% increase to your bottom line.

3. It Increases Your Average Customer Value (Purchase Size & Lifetime Value)

Amazon is the grand master of upselling and cross-selling.

Their ‘frequently bought together’ feature and recommendation system have arguably been one of the key ingredients in their world-dominating success story. Amazon uses data to automatically customize the browsing experience for its customers based on their past purchases, and optimize sales. So in a nutshell, Amazon’s analytics tells them what customers frequently buy together and they simply (and automatically) pass this info onto their customers, to help them out – which their customers absolutely love.

That’s right, good cross-selling is a service, not an imposition! So don’t be shy about it.

And that goes the same for upselling. Almost all customers are interested in at least knowing the options to upgrade.

Think how often you encounter this, from fast food restaurants offering super-sizing to high class airlines offering seat upgrades. If you don’t want the upgrades, that’s fine, but at least you’ll know what’s available and the cost to upgrade.

These successful upsells should give you some food for thought:

Dollar Shave Club

Dollar Shave Club lures its customers in with an incredibly clever name. But of course, they’d prefer you spend a little more than a dollar. And they encourage you to do exactly that, by lining up their “humble” one-dollar razor against some more appealing, more expensive options. Notice how they’ve dropped in some social proof to make this middle option even more enticing (using the words “member favorite”)?

Spotify

Spotify uses a similar, common (and effective) technique. The ‘free’ option here seems pretty bleak next to that juicy ‘recommended’ Premium option, with its colorful design and that long list of ticks. Don’t you agree?

Like Amazon, if you use analytics well, you will know from past customers exactly what extra offers to show your customer, in a way the customer appreciates. These are people already buying from you, which means they like your company already. Of course some of them will be happy to buy a little more. And a little more. And a little more.

Again, a 10% increase in average purchase size is a 10% increase to your bottom line.

Plug that Leak

Two other ways to boost the average value of your customer are to increase how frequently they buy from you and also reduce the number of customers leaving you.

By analyzing your metrics – such as the conversion rates of your cross-sell email campaigns or social media ads – you can understand what methods of communication and marketing are enticing your customers to buy from you more often. So you can expand on this.

It’s an easy stat to boost as, again, these customers already trust and use your service. Customers buying from you five times a year on average, instead of four times a year, is a 25% jump in revenue. Yet without analytics, it’s an area of marketing most people neglect. Make sure you don’t!

And if your bucket has a hole, let’s plug it before pouring in more water.

According to the Harvard Business Review, the cost of acquiring a new customer is five to twenty five times that of holding onto an old one. Yet both have an equal impact on your revenue.

Analytics will help you refine your methods for keeping customers longer (for example, by identifying and getting rid of mistakes that are driving them away – showing you the spinach in your teeth) and bringing back those who have already left.

Once more – a 10% increase in average lifetime value is (yep, you guessed it) a 10% increase to your bottom line.

The Wonderful Power of Cumulative Increases

I love this part. If you hit all three of these figures with a 10% increase, you get a 30% boost to revenue, right?

Wrong!

You get a 33.1% increase.

The initial 10% increase makes your revenue 110% of what it was before. The next 10% increase on that makes it 121% of what it was before. And the next 10% increase makes it 133.1% in total.

That is the power of cumulative growth.

And that’s only a little 10% boost from your analytics. A 20% boost to each is a 72.8% total increase in revenue. A 30% boost to each is a 119.7% total increase. A 40% boost to each is…

Starting to look pretty cool, wouldn’t you say?

See how the little things add up and make your bottom line more buxomly?

Turbocharge your Content Strategy

Apart from the numbers at the top end of the funnel, analytics also make it very easy to improve and streamline your content marketing strategy. You can always know what to say and say it so that people love it.

By plugging into social media and analytics tools, you can quickly see patterns in what content gets liked, clicked, downloaded and shared the most. From ebooks to posts to videos to Tweets. The full shebang.

Always know what’s hot or not with a glance at your dashboard!

Because of this, knowing what to talk about just becomes easy. You become the conversational master of your industry. The heart of the party, not the awkward wallflower in the corner.

And of course, with a better understanding of what your target prospects actually want to read/hear/watch, you can create content which attracts, engages and converts more. And yes, that means faster growth, more leads, more conversions, more sales, more profits, more money, bigger houses, etc.

So, How Exactly Can You Start Making the Most of Analytics?

To put it simply, you need to set up systems that collect data for you – data about your prospects, customers, market trends, methods and sales techniques. Data about everything. You need to arrange this in a way that is simple for you to glance at and see helpful patterns emerge.

When you have this system set up, you can make decisions and then watch the impact on your bottom line. If the impact is good, you can go further in that direction. If it’s not, stop.

It’s that simple.

It’s really all about being able to see the 20% of customers, offers and activities that get you 80% of your results. Then focusing on that 20%.

It’s all about efficiency. If Mr. Pareto were still around, he would love analytics.

Two Tools that Nail It

There’s a lot of noise about analytics tools out there, so let’s keep it simple. Here are two useful tools you can start with. Check them out, test them out, and see what works for you.

Kissmetrics
Kissmetrics is a great choice for detailed and easy analytics. It creates profiles for customers across all devices. It tells you about customer behavior, response to product features, etc. It tells you where people drop off in your funnel and how segment behavior changes over time, and more. A tiptop tool to start with.

The Kissmetrics Funnel Report

Google Analytics
Google Analytics works well as a simpler introduction to analytics. You can start with Goals, an underused feature of Google Analytics. You tell it even very specific actions on your site to track (time-on-page, opt-ins, video plays, add to carts, anything really), the tool tracks it and displays it in Google’s usual easy-to-follow format. That’s the free option, you can also upgrade to Google Analytics 360 for a more comprehensive online-only tracking platform.

Audience Overview in Google Analytics

This is a Story All About How…

Let your journey of analytics analysis begin. I guarantee it will add a twist to your company story (a good twist, not a Game of Thrones twist).

It really is one of the surest ways to crank up your revenue, your content quality, and understand your customer and business better than your competition. Because when you have a solid system in place you can see patterns with ease that your competitors miss. Day in, day out.

And those three key revenue stats really are worth paying attention to! Making changes and measuring results is easy when you keep track of your leads, prospects and average lifetime values.

It makes you more secure too. You can understand and pinpoint profit problems, quick as an F1 mechanic fixing a Lotus, mid-race.

Don’t let the jargon around this topic put you off. Everyone is just trying to sound clever. Remember, you’re just doing it like Will Smith and Amazon – look to the past, take what works, put it into play, and watch your profits grow.

Good luck!

-Konrad

About the Author: Konrad is the CEO and Content Strategist at The Creative Copywriter, and has a pretty darn creative noggin on his shoulders. His gang of word-slingin’ cowboys know how to compel, convince and convert customers with words. Download his Fluff-Free Guide to Content Strategy here, for free.



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Monday, 4 September 2017

5 Things About Email Marketing Your Boss Will Want To Know

An email marketing strategy always needs approval from the boss to ensure it is in line with the company's overall strategy, delivers on key objectives, and fits the marketing budget. While these are the obvious factors you have to address, there are some other key things that your boss will want to know about the email marketing campaign you have planned, so be ready to talk about the following five critical things:

1. The Audience is Correct

Nearly a third of all contacts on your email contact list or database will change every year in terms of their interest and contact information, so your boss will want to know how you ensured that the current email list is accurate. After all, resources are limited and should not be wasted on sending emails to the wrong person or email address. At the same time, your boss will also want to see that the list is growing with the best targets for what you offer.

To ensure your boss that your email marketing list is accurate and growing, you need to create frictionless signup opportunities through all channels so it's easy to join the list of prospects. This means keeping the signup form basic with just the minimal information you need to contact them with an email marketing campaign. You can also consider incentivizing them with a discount or something else that will convince them to sign up.

Consider using automated contact update software that integrates with your contact list so that if there is a change of information or if someone unsubscribes then this information is automatically updated. MailChimp, Zapier, and Constant Contact are three examples of automation tools for ensuring a current email subscriber list.

2. The Format is Engaging

Your boss will want to know how the email marketing format you selected will truly engage your audience, so be prepared to offer the rationale. This may involve explaining why you have chosen a certain email format for the email campaign, including the need to create an authentic, trustworthy message for recipients in light of fake email marketing campaigns some retailers have experienced.

The format needs to be easy to read on all devices as well as intuitive so it knows what device the recipient is using to read the email. You will also want the email marketing to reflect a consistent look, feel, and message to the rest of your marketing communications.

Other formatting aspects are important to note in case your boss is not sure why you are using these, including white space, text size, balance in color selection, and a CTA button for your call to action. You will also need to consider optimizing the email for those who might be viewing it with images turned off. While the use of images is typically one of the most engaging factors in an email, not everyone prefers to view them. If that's the case, your email marketing content is what will need to engage these audience members.

3. The Content is Optimized and Segmented

While you are not optimizing the content for a search engine, your boss needs to know how you are creating the content in a way that works specifically for inbox delivery and the expectations of your segmented audience. To help your boss understand how you will achieve optimization and segmentation, you will need to provide specific examples that show how various forms of content and types of mediums you are sharing with your email audience looks. For example, your content will be different for an email campaign that shares new video content than it would with a white paper. The former may require an embedded clip while the latter might benefit from static visuals or charts.

Just like optimizing content for search engines, illustrate to your boss how you have addressed the details of an email that can also impact upon conversion rates, including the subject line, headlines in the content, preheader text, and the call to action (CTA) content. For example, an iPhone will only show 32 characters of a subject line so make sure those characters count. You'll also want to point out how you have personalized and segmented the email list and accompany email content for those groups to illustrate that you realize the value of doing this over just sending out the same content to everyone.

Explain to your boss how you have personalized and segmented the email list and accompany email content for those groups to illustrate that you realize the value of doing this over just sending out the same content to everyone. This segmentation can be done by age, location, purchase behavior, or place in the customer lifecycle. Just ensure that you have reasons as to why you have segmented the list this way and how the relevant content has been optimized for the needs and interests of that particular segment. Be sure to mention how you have optimized the timing and frequency of the email campaigns according to the segmentation that you developed.

4. The Campaign is Linked to the Rest of the Marketing Strategy

Your boss will always want to know how what you are doing within the email marketing campaign relates to the bigger picture of the overall marketing strategy. Your cross-marketing efforts are vital to your company's leadership because they have to ensure that all the marketing tactics are working together to create a greater return on the investment that's being made.

You'll want to work with other members of your marketing team to see what they are doing, when they are doing it, and through what channel to see if you can coordinate efforts. You don't want to send out an email marketing campaign when every other channel has the same information being broadcast. It's better to spread out the messaging across channels at a designated time to create a flow rather than a flood.

5. The Program is Using Specific Metrics to Prove the Return

Be prepared to give your boss specific metrics that illustrate how the email marketing program has delivered on its goals and provided good return on investment. The best metrics to focus on for email marketing campaigns include clickthrough rate to see how many recipients clicked on a link within that email; the conversion rate that shows how many recipients clicked on a link and completed a specific action like buying a product or filling in a form; and the bounce rate to see how many emails did not make it to the intended inbox.

Other email marketing metrics that are good to share with your boss include email list growth, email sharing/forwarding rate, and the overall return on investment. All of these email marketing metrics deliver a picture of the effectiveness of the campaign and the ability to engage with recipients in a way that delivers on how many marketing dollars were spent to achieve those results.

Deliver the Goods

This information delivered to the boss can help you continue to get approval to generate more email marketing campaigns because you have proven your worth in developing and executing marketing tactics that engage and convert.

For a more detailed approach to prove the value of your email marketing campaign, verify that you're following all the steps in the Email Deliverability Modern Marketing Guide. It's free and available now! 

Email Deliverability Modern Marketing Guide

Image source: Pexels



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Happy Labor Day!

Today is Labor Day in the U.S., a time to celebrate the potency and dignity of work — and the regenerating power of a little time off. The Copyblogger team will be back starting tomorrow with lots more content for you … including your September Creativity and Productivity prompts later this week. Have a wonderful
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