How to Build Your Brand, Increase Loyalty AND Reach New Customers
All hail the mighty email.
Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders. To keep ahead of the curve, here’s why you need to utilize this tool to build your brand, increase loyalty and reach new audiences.
Social Media and Email Marketing are not mutually exclusive.
While it’s very important to maintain an active presence on your chosen social media channels, you should also have your email marketing set up! These two funnels work in tandem: social media expands your audience and allows your content to distribute far and wide.
However, like any large organization, social media changes. Facebook, Twitter, and Instagram have all undergone massive algorithm shifts that as a result prioritize paid content over unpaid. This means unless you fork over some dollars to Mr. Zuckerberg, your own followers may not see your content in their feed.
While social media is still an extremely valuable strategy, it requires your market to seek you out. According to a 2012 Pew Internet Survey, almost 9 in 10 adults go online to check their email more than they shop online or visit their social media sites. Email marketing makes it easy on your audience and delivers your valuable message to their inboxes!Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders. #emailmarketing #marketing Click To Tweet
Enticing email captures.
Email captures are self-explanatory: a tool to capture emails from visitors on a website. Having email captures on your website is key… yes, multiple! Strategically place an email capture on your homepage, your contact page, and at least the blog as well. The verbiage should be grabby and interesting, with unique copy and an extra incentive to provide an address. What sort of extra incentive? Free stuff of course! You have an entire lifetime of experience to share, so start there. Create a branded PDF of your best-kept industry secrets or an exclusive podcast detailing the key to your uber organized life.Place an email capture on your homepage, your contact page, and at least the blog as well. The verbiage should be grabby and interesting, with unique copy and an extra incentive to provide an address. #marketing Click To Tweet
Importance of list integrity.
What is list integrity? Simply put, you could have 10,000 emails on your subscriber list but if you have an open rate of .1%, that’s not a great list. The number of addresses isn’t the only factor you want to pay attention to.
The important numbers to take a peek at are the Open Rate and the Click-through Rate. Open Rate details what you might guess: the number of people who opened your newsletter within your list. Click-through Rate tells you how many of those that opened your newsletter then went through and clicked on links. These are important because you can see how effective your newsletter turned out. MailChimp allows users to even compare to the industry average in their chosen category.
And not to toot our own horn too much but take a gander and you’ll see what we mean.
As you can see from the graphic above, our list is operating above industry averages. This is pretty cool.
Open Average Rate: 24%
Click Through Average Rate: 2.6%
Open Rate: 9%
Click Through Rate: .6%
When Dusty sold her previous agency several years ago, the 4,700 subscriber list was part of the sale. But after only one year of attracting new subscribers, our list is currently at 2,200. Our #1 website traffic and conversion source is our newsletter!
Still not convinced?
CDM Client #1:
Open Average Rate: 58%
Click Through Average Rate: 18%
Open Rate: 8%
Click Through Rate: 1%
This author’s list was nonexistent four months ago. Largely due to social media followers converting into email subscribers, the list is now 926 strong.
They have received hundreds of notes and comments from book buyers eagerly awaiting the book’s upcoming release!
All right, one more…
CDM Client #2:
Open Average Rate: 34.5%
Click Through Average Rate: 16.5%
Open Rate: 4.9%
Click Through Rate: 2%
This doctor’s practice was 100% word of mouth (with no email marketing) prior to our work together. A new website, podcast, blog, and active social media profiles expanded their reach, resulting in an improved list of 1,430 subscribers!
This is the key here: if your content isn’t powerful and of value to the subscriber, they’ll unsubscribe. Simple as that. It should be exclusive (or at least start out that way) and cutting edge. Providing valuable content within your newsletter will allow your readers to consistently see you as ahead of the curve and build brand loyalty! Remember, don’t sell to them constantly, educate and entertain them.If your content isn't powerful and of value to the subscriber, they'll unsubscribe. Keep it interesting! #emailmarketing Click To Tweet
When it is time to direct your readers to an action you want them to perform, this is appropriately called a “call-to-action”. These are specific directives peppered throughout your content. For example, say your newsletter is advertising a flash sale contest- perhaps 1/2 off a marketing plan. Your goal is to get subscribers to click a link and sign up for an exclusive list so they are entered into a separate list to pull prospective winners of the discount from. An effective call-to-action might be something like: If you’re ready to elevate your business, click here to receive 50% off a custom marketing plan.
These CTAs keep your readers engaged and give them a flow of direction. Just be sure to keep your calls-to-action unique and custom to the situation or they’ll go ignored!
As you can see, this email marketing stuff is vital to your business. Social media is a great method, but it works best when paired with newsletters and building your subscriber list. Crafting intriguing email captures will keep visitors to your website looking for more and list integrity is crucial to keeping your information in the right hands- those who actually want to see it and get value from it!
Looking for more advice on how to elevate your brand through email marketing? Check out our blog on what NOT to do before you launch your newsletter here 6 Ways You Screwed Up Your Email Blast & How to Avoid It in the Future.