Lead Generation: The Importance of Inbound Marketing

For both large and small businesses alike, the ability to generate new leads out of potential customers is the hallmark of what makes a business successful. The process of attracting, converting, and gaining prospective customers is called lead generation and is cultivated through numerous communication and media channel methods, such as online content, blog posts, live events, job applications, contests, videos, email capture, and landing pages to name a few.

Without lead generation, a business cannot become profitable, it cannot compete with competitors in the marketplace, and it cannot expand past its current products, services, and offerings. In order to understand how lead generation works and why it is important, we are going to explore inbound marketing – what lead generation is a part of – and what you should be doing to generate leads.

What Is Lead Generation and Why Is It Important?

To put it simply, lead generation is the lifeblood of your business or organization. It is what gives meaning to why your business is running in the first place. It occurs after you have attracted an audience to your business, whether that be through your products, through your website, through your services, or through promotions such as ad campaigns, sponsored posts, guest blogging, giveaways, and contests.

Businesses rely heavily on lead generation because it is what generates traffic and the more traffic you have coming in, the more likely you are to convert the traffic into paying customers. When you are able to take your leads and convert them into customers, you gain increased sales, increased exposure, and increased profit margins that make expansion viable.

What Does Inbound Marketing Have to do With Lead Generation?

Inbound marketing is a methodology that is all about creating a positive impact and valuable experiences to your target audience. By providing relevant and helpful content through tools like online chat systems, email communication, and newsletters, one can attract, engage, and delight those who are interested in your business.

The premise of inbound marketing is to do business with your audience in such a way that you are helpful, trusted, and empathetic while simultaneously adding value at every stage of your customer’s journey with you. In business, the methodology is simple, the happier your customers are, the more energy they will provide to you, either through promoting your business, buying your products, or leaving excellent testimony, which, in turn, brings new customers to you and fuels growth. So how does this correlate to lead generation?  It’s simple really, with inbound marketing you attract, engage [lead generation], and delight your prospects into converted and happy customers.

So What Do You Need to Do to Generate Leads With Inbound Marketing?

  1. You need a lead strategy in place.
    Without a lead generation strategy in place, you will not be able to optimize your lead generation tactics. There are four major areas you need to focus on when putting a lead generation strategy in place are lead captures, lead magnets, landing page conversions, and a lead scoring system. Chances are, you are not capturing the information needed from every single prospect that comes your way; one way to fix this is by using lead magnets to provide a valuable offer in exchange for email opt-ins, subscriptions, or social media follows and then using call-to-action buttons on your landing pages to convert.

 

  1. What Makes an Offer a Good One?
    The key with offers is that they need to provide impact, value, and a solution. Your prospective customers are coming to your website, to your socials media pages or to your blog to find pertinent information about an issue; provide them with an offer they cannot refuse based on this premise. The content that you provide your potential customers should be valuable enough that it makes them want to enter their information into your marketing offer, into your lead capture forms, or through your call-to-action buttons on your landing pages. Nurture these leads by offering a free trial, providing product demos, giving away free templates or video series. Give them something that helps them and watch as you reel in another lead.

 

  1. Utilize Call-to-Action Buttons.
    Whether you use these on your landing pages, in your blog posts, or on your paid ad campaigns on Instagram, Facebook, and Twitter, these are a huge asset to your business when you are attempting to convert your visitors into proper leads. When someone lands on your marketing elements, you want people to click-through, whether that be into your sales funnels or into your lead capturing elements. But the key here is to use the right call-to-action buttons, so which are they? On landing pages, you want to narrow down the focus, cut out excess information, and include one form of call-to-action link that makes good on your promise. In a blog post, your call-to-action may be to sign up for your newsletter to get a first-hand look at all upcoming posts or it could be a $1 trial into an exclusive series.

 

  1. Where to Place Your CTA Buttons?
    There are generally two call-to-action placements on a website, above the fold, and below the fold. Determining where to place them will be dependent on the complexity of what you are offering your visitor. Above the fold is a common placement choice but must be accompanied by a powerful headline, a supporting sub-header, a “hero” shot or video/image that showcases your service or product, the benefit statement and trust indicators. The CTA in this placement will work if the offer is simple and not a lot of thinking must go into understanding the page. A call-to-action below the fold works well if there is a lot of information to digest or if the offer is complex because it will require you to capture attention with a headline, generate interest with a visual form (photo/image), develop a desire and then place your CTA.

 

The main key takeaway here is that you need to create products/services and content that 1) solve a problem and 2) are valuable to your customers. Once you discover what these are, create simple, easy-to-understand marketing that highlights the value you are giving away and utilize a lead strategy and call-to-action buttons to convert.

5 Signs That It Is Time to Update Your Social Media Profiles

When it comes to social media, if you have been in business for any length of time, you will already know how important it is to have business pages up and live on Twitter, Facebook, Instagram, and LinkedIn. Not only is social media an excellent way to engage with customers, build meaningful relationships, and make lasting impressions, it is critical for outreach, brand visibility, and lead generation.

However, if your business is projecting the wrong image, is out of the loop, or has outdated tactics, information, and design, then your social media marketing campaigns will fail. With this said, it can be hard to know whether you are out of the loop or not, which is why we have compiled a list of a few tell-tale signs that it is time to update those profiles.

 

  • You Are Not Getting Any New Leads.
    If you are never posting on your social media profiles, never re-sharing content, and never interacting with those who do come by your profiles, than you are not going to generate new leads. If you find that you are not getting any messages from potential customers, are not getting comments, likes, or re-shares on content that is posted, than you are not generating enough interest in your business or brand. One way to fix this is to make sure that your social media marketing campaigns and paid advertising is targeting the right audience and demographics. Beyond this, post on a consistent and regular basis with a wide variety of content types such as video, live streams, infographics, images, and regular posts. Finally, make sure that you are responding to those who do interact with you in a positive manner that reflects your business’ brand personality. You may also want to check that you have proper call-to-action buttons located across your profiles as engagement is not enough to make those sales. Give your audiences specific instructions to “click here for more information about [product]” or “sign up here for our monthly newsletter,” and watch as the metrics closely to see which call-to-action buttons work best.

 

  • You Are Unable to Measure Your Metrics.
    If you are not tracking your social reach, your engagement, your social acquisitions, conversion rates, and overall activity, than how are you to know what your business needs to do to improve? You can’t without knowing the metrics. If you are unable to measure the listed metrics or do not understand how to, then your social media profiles need an update with this in mind. Utilize Facebook’s analytics program or Twitter’s engagement tools to gather these metrics.  When you track your reach, you see your audience growth rate; when you track engagement you see how your actions create growth; when you track acquisition, you get to see visitor frequency rates. As you can see, tracking these metrics provides you with invaluable information about the growth, profit, and visibility of your business.

 

  • You Have an Outdated Website.
    An outdated website is going to be difficult to navigate, which is going to cause users to move on quickly causing your website pages to have higher bounce rates. If your website hasn’t had a visual update in the past five years with regards to font styles, templates, image effects, background textures, and the layout of your written content, than it’s going to show when compared to newer, more modern renditions. This may cause people to ignore your business or brand completely as they will not feel attached to your website. Beyond this, if you do not have an SSL certificate on your website, which is used for data encryption purposes, than customers are not going to submit their data to you.

 

  • You Are Selling to Everyone and Not to Specific Audience.
    If you are sending your advertisements, messages, and products to all potential customers, then you are running a very ineffective marketing strategy. Rather, you want to segment out your customers based on their individually assigned categories; some may respond well to social media messages on Facebook while others may respond better to updates through LinkedIn, and others may prefer to see live stories through Instagram. When you identify who your customers are and segment them based on their preferences, you can find improved success in getting them to purchase your products, use your services, or engage with your business.

 

  • Your Website is Not Mobile Friendly.
    Any user who visits your website is a potential customer and a potential leads. According to Statista, about 52.2% of website traffic that was generated in 2018 was done through mobile phones alone. If your website does not adapt to those using mobile phones, you are going to lose out on conversions. Ensure that your website is mobile-friendly by using mobile-friendly templates and website hosts that offer dynamic sizing for things like banners and images. Keep in mind that it is not just mobile phones that you have to worry about but also tablets and other small devices.

For more in-depth training and resources to leverage social media marketing to generate an unlimited supply of your perfect customers, join the EZMetrics Mastermind.  

 

What Is Text Message Marketing & Why Is It So Important For Businesses?

When it comes to business marketing, keeping your customers happy, satisfied, and engaged with your brand is easier said than done, especially in today’s market where younger demographics have shorter attention spans and a major sensitivity to advertisement overload. One way marketers are getting around this is through text message marketing, where text messages are used to deliver advertisements, promotions, and discounts directly to customers. It is effective because consumers appreciate the ease of access that text messaging provides as it’s simple to open a link or click on a picture through a text and with billions of hours spent texting, it makes sense for businesses to tap into this marketing platform.

7 Reasons Why Text Message Marketing Is Crucial for Businesses

  • E-mail Is Not As Popular As Text Messaging. Although e-mail is excellent for selling products that are behind catchy headlines and beautiful images, the response rate is abysmal as spam filters, junk folders, and promotional e-mail tabs keep them out of sight. If an e-mail does get opened, if the intended target doesn’t respond right away, it’s unlikely that they will take a second look. Text messaging, on the other hand, lends itself to popularity with being built right into our smartphone devices and all. Customers would rather have appointment reminders, prescription refills, and promotions sent directly to their phones via text messages than any other mode of communication, because it’s easy and accessible. After all, barely anyone deletes a text message without reading it. Beyond this, the Pew Research center notes that out of the twenty-one countries they polled, 75% use texting. That’s a massive number when you look at the global scale of smartphone device users.
  • Text Messaging Provides One Of The Highest Reaches. Although text messaging is associated with younger generations, it’s not strictly for them. When you actually take a look at the percentages against the demographics, you see that 72% of adult use text messaging on a daily basis and 65% of those in their forties and 50% in their sixties are texting. With trillions of text messages being sent every year, the text message market has one of the highest mass media reaches possible.
  • Text Messages Have Extremely High Open Rates. When you compare the open rates between e-mail marketing and text message marketing, the difference between the two is massive. About one in every four e-mails are opened or about 20% while almost 90% of text messages are read within the first three minutes of being received and have an open rate of 98%.
  • You Can Create a Positive Brand By Sending Uplifting Messages. One of the ways that brands can utilize text messages to create a positive relationship with customers is by sending uplifting messages on a regular basis. Thanking a customer for their most recent order, sending a coupon just because they are awesome, or reminding them that life is good when they are having a bad day can go a long way to retaining customer engagement.
  • You Can Personalize SMS Content. Unlike advertising on billboards or the ads you see in digital website space, SMS campaigns are heavily targeted towards a specific type of demographic. You don’t have to blast your message to those who are not interested as SMS campaigns can be made to only go to those who have opted in to receiving messages from you. Like other forms of advertising, you can also segment text message marketing out into specific categories, allowing you to maximize your open rates, redemption rates, and click-through rates.
  • Text Messaging Is Preferred Over Other Communication Methods.  Although cellphones are popular, with billions being purchased worldwide, voice calling is actually trending downward. The culture around phone calls is changing, as they can now seem rude and intrusive in our very busy lives. They can become awkward when you have to hang up in the middle of one or let the call go to voice mail because you’re driving, in a meeting, or are too tired to answer. Text messages provide time to contemplate what is being said, they don’t require you to have your phone on, and they can be referenced back to at any time. As a business, you do not need your customer’s undivided attention when you send out a promotion or coupon because they can come back to it when the time suits them.
  • Text Messaging Has Higher Conversion Rates. It is incredibly easy for a customer to text a reply, text-to-win a discount or promotion, or click on a link to be taken to a website. Due to ease of access, text messaging has higher conversion rates both with coupons and promotions getting redeemed and links being clicked on. To put this in perspective, text message engagement is about 6-8% higher than e-mails.

Although text messaging started out as a simple mode of communication, it is now the preferred method for brand communications due to its relevance in our smartphone-dominated world. With the ability to earn customer loyalty, provide convenience, and pack text messages with goodies and surprises, it’s easy to see why text message marketing provides high engagement and business revenue.  

For more in-depth training and resources to leverage digital marketing to generate an unlimited supply of your perfect customers, join the EZMetrics Mastermind.  

 

Brand Importance: How to Create a Personality and 6 Steps You Can Use

In order to be successful and seen in the marketplace, businesses must cultivate a unique outward expression that connects your business to your audience, yet differentiates you from your competition. This outward expression is called a brand personality and is comprised of a defining set of emotional and associative characteristics based around your business’ sincerity, message, voice, and aesthetic appearance. When done correctly, a brand personality will convey your business’ essence but will remain flexible enough to evolve and grow as your business does. In this article, we are going to take a look at the importance of creating a brand personality and a few simple steps you can take to establish one for your business.

Why Is Having a Brand Personality Important?

Having a brand personality is critical for businesses who want to cultivate a unique image, voice, and perspective that individuals connect and associate with. When you have a brand that is recognizable or one that resonates with customers, not only do you have a platform that you can reach out with, but you help bring awareness to your business. Beyond this, a brand personality will familiarize individuals with your products, services, and as such, customers will place a higher value on what you have to offer them since they are familiar with you and your identity. When customers buy into the culture or lifestyle around your brand, they will associate more with your products, will see your business in a more positive light, and will feel more loyal to you.

 

6 Steps For Creating a Brand Personality

 

  • Make Sure You Create The Right Look. A major part of your brand personality is the identity that you push through the design process. Your business’ identity will come from the culmination of your company logo, your website, your image choice, the colors you use, and the typography you present to your audience. Choosing the correct elements and matching them to the lifestyle, voice, and message of your brand brings your personality together with one unified look.

 

  • A serious brand may choose a darker colour palette, serif typefaces as these are more formal and mature, as well as hard edges and open spaces.

 

  • A casual brand may go for cooler colours as these are more relaxed and calming as well as choose sans serif typefaces as these are modern and agreeable. Landscape images are a popular choice for brands that leave certain messages open to interpretation, and round elements are more casual.

 

  • Show Off Your Lifestyle. When you share the culture around your business, customers will feel more attached to your brand. If your brand’s lifestyle is adventurous, creative, and fun – customers are going to love watching a behind-the-scenes of your employees living that type of lifestyle. When you showcase this with pure transparency, your customers know that you are being authentic and will thereby emotionally connect to you better.

 

  • Create Unique Lingo That Is Specific to Your Company. Once you are aware of what your brand personality is, you can craft your business’ voice and the lingo used, around it. For instance, your brand could be vibrant and energetic, traditional and stoic, affordable and friendly, luxurious and sophisticated, or casual and funny. Is your brand light, serious, old, young, and is it more feminine, masculine or non-binary? Identify where your brand falls into categories like these and then make a list of keywords that could be used strategically in communications that support the voice of your brand. These keywords should be used across social media profiles, throughout advertising, in your brand’s blog, and through external and internal communications.

 

  • Engage on Social Media & Take Time to Respond. When you take time to respond to your customers, it increases your credibility as it makes you more trustworthy and puts your customers at ease. It also shows that you care about them and that you are willing to take the time to respond and build a meaningful relationship. In addition to this, it can take people who are being negative towards your business and turn them into loyal customers by giving them the attention needed to solve the problem they are having. Finally, customers expect you to respond and engage with them through social media and if you don’t, it’ll feel like you are ignoring them which is definitely not what you want.

 

  • Grow Your Network on LinkedIn. Every single business wants to be seen and one great way of doing that is by using social media marketing. Although Facebook, Instagram, and Twitter all offer their own benefits when it comes to reaching your intended audience targets, it is LinkedIn that allows your brand to reach a higher amount of professional visibility. With over 500 million individuals signed up on the platform, business professionals can network with one another without traveling anywhere, the platform offers the ability to generate new leads, and you can network to specific businesses in your market. Beyond this, by optimizing LinkedIn profiles of your business’ employees, you can use your brand’s unique voice to invoke the emotional side of the brand across the professional sphere.

 

  • Make In-Person Appearances by Speaking at Conferences. When it comes to business and public speaking, not enough actually engage in conferences, which is a shame since there are plenty of benefits to be had. When businesses speak at conferences, they generate more sales, showcase that they are thought leaders, obtain free publicity, and get access to increased visibility, all of which will increase your visibility and network.

 

For more in-depth training and resources to leverage digital marketing to generate an unlimited supply of your perfect customers, join the EZMetrics Mastermind.  

Email Marketing: How to Create an Email List from Scratch and Ways to Grow It

With the number of fraudulent scams targeting your inbox and a spam folder that gets filled on a daily basis, it is easy to see why e-mail marketing gets a bad reputation.

Beyond this, with the recent compliance change required by the European Union’s General Data Protection Regulation, a  lot of individuals are touting that e-mail marketing is a “dead” channel not because it actually is but because the new laws surrounding it are intimidating at best.

However, when we actually take a look at the research, we see that email marketing jobs are trending, that email marketing is still king with 59% of marketers stating that it is their most effective channel for revenue, and it is still by far the most direct way of contacting potential customers with 90.9% of internet users using e-mail in one shape or form.

So, in this article, we are going to take you through six different methods you can use to create an e-mail list from scratch and what to do after the email addresses begin to roll in.

 

The 4 Things You Need Before Getting Started on Your List

Creating an e-mail list from scratch is not going to happen if you are grasping at thin air, and so there are a few things that you should have before beginning the process. Here they are:

 

  • Figure Out Your Target Audience & Know Them. In figuring out who your target audience is, you can figure out where they hang out online. Women are mostly on Pinterest, Instagram, Twitter, and Facebook while men are mostly on Youtube and LinkedIn.
  • Create a Website With a Beautiful Landing Page. You will need a place on the web for your audience to congregate to. In most cases, you want this to be your own personal website. Now you don’t have to create a fully-fledged website, as a beautiful landing page will get the job done. Just make sure it has an image, a headline, your key bullet points, and an opt-in form. If you choose to go with a full website, you will need to utilize pop-ups.
  • Choose an E-mail Marketing Platform to Work From. There are several dozens to choose from, so make sure to research each one prior to signing up, but their general purpose is to help you organize your list and send out the e-mails.
  • Create A Irresistible Offer.  Regardless of what you are choosing to sell, create, build, or offer, you will need to give people a reason to join your e-mail list. In order to have a reason, you need to provide something in exchange for their e-mail information. This is done by creating an irresistible offer; something that your target audience would want. This can be an e-book, software, or a guide; all of which should be free.

 

 

The Steps To Take for Building The List

Once you have the above four things, you can begin to actually start the process of building up your e-mail list. Now there are several ways to go about this, but they will generally involve creating call-to-action buttons, creating pop-ups, and driving traffic to your website/landing page with advertising.

 

  • Use Existing Resources to Catch Those Beginner Emails.  Reach out to those who you already have e-mail addresses for and ask them if they’d be interested in what you’re offering. If they say yes, you can add them to your e-mail list.
  • Jump Onto Social Media and Post in Groups. Social media gives you massive exposure; so post your landing page/website homepage to them. On Twitter, use one or two hashtags, and on Facebook & LinkedIn, join groups and advertise there.
  • Use Advertising Campaigns to Drive Traffic. Although organically building your list is the way to go, it is not the fastest. Supplement organic methods with purchasing advertisements. Use LinkedIn sponsored updates, Twitter ads, Facebook ads, and Google Adwords.
  • Utilize Pop-ups & Call-to-Action Buttons on Your Website.  Your menus, popovers, popups, and slide-ups should be in places where they cannot be missed. Add in top-bar-popups in your header and navigation menu bars, add in opt-in-forms to your sidebars, add in popup forms to your checkout pages, and don’t forget to add in call-to-action buttons to your individual blog posts, website footer, and your about page. Consider using a scroll box, which places your popup where your visitor chooses to stop on the page or pop-up timers as these allow your visitors to read through your content before bombarding them with the call-to-action.  
  • Treat Your Blog Like an Email Capture Page. Your blog is going to be the place that should get the most visits if you are utilizing content marketing correctly. If your blog has 25,000 unique visitors on a monthly basis, that’s a lot of potential e-mails you could capture if you just inserted in an opt-in-form.
  • Give Away Free Stuff. Humans like free stuff. Your potential subscribers will want free stuff. Give it away and watch those email addresses come in. Consider giving away an email series, a guidebook, private blog content, a video tutorial series, or early access to new features coming to your website, discounts on new services, or sneak peeks at new products.

 

 

What To Do After You’ve Captured a Sizable Email List?

After you have gone through the steps of building up your email list from scratch and implementing in the methods needed to sustain the list (see above), you will need to educate your subscriber list on your brand and move them towards making a purchase.

 

  • Create Automated Welcome Messages and Engage Your Audience.  Take some time to introduce your brand, company, or product to your list, provide them with some social reviews, and maybe give them a behind-the-scenes look at upcoming features. Capture and engage them and of course, add in a discount code or two. Do the same thing with dormant subscribers every thirty days with automated re-engagement emails.
  • Create a Consistent Schedule for Your Email Campaigns. If someone has signed up to you, they’ve shown interest and probably want to hear from you.  Send out regular content to your email list on a consistent basis from month to month. This will keep them engaged and it will foster a connection with them.
  • Segment Out Your Subscriber List. Not everyone is going to have the same interests or the same reasoning as to why they signed up to you. Segment out your subscriber list based on their behaviors, demographics, and age. Those who haven’t purchased from you in the past 30-60 days, those who have used discount codes, those who have clicked on your emails and followed through, and those who are actively engaging in discussion with you are a few ways you can slice and dice them.  

 

As your email list continues to grow, always make sure that you are using lead nurturing and avoid the “set it and leave it” trap. You want to be creating and developing high-value relationships with your subscriber list, as this is what will boost sales.

If you want to master email marketing and 10 other crucial skillsets to stay ahead of the curve when it comes to What’s Working Now, join the EZMetrics Mastermind and gain access our digital marketing library that will help you generate an unlimited supply of your perfect customers.

Content Is King: How to Utilize Social Media Content Marketing Effectively

It is without a doubt that since the advent of social media platforms, the engagement rates for these platforms has done nothing but skyrocket due to the increase in internet use, tablets, and smartphones.

As a result, social networking is one of the most popular online activities across the globe, with 71% of internet users using their favorite platforms on a daily and weekly basis.

According to Statista, the forecasted user base for these networks will rise from 2.7 billion in 2019 to 3.02 billion by 2021, clearly indicating that social media remains a reliable vehicle for engaging a large target audience through content marketing.

Beyond being able to nurture relationships with a massive audience, a company that utilizes social media content marketing effectively, will be able to build brand awareness, influence prospects, and drive engagement to one’s product, business, or service.  

Here is how you can leverage social media platforms effectively to make your content marketing strategy shine.

 

  • Always Optimize For Each Individual Platform You Are Using. A major mistake that a lot of marketers make when spreading their content across their social media pages is not optimizing for each social media platform. Although automation of content is definitely something you want to do with regards to scheduling out consistent content, it is not recommended for spreading out the same content across all platforms. This is because each platform has their own audiences with specific expectations and preferences. An audience on Facebook may want curated content in their newsfeed, whereas, an audience on Instagram is looking for photos and live stories. LinkedIn is for professional content and job-related content, while, Twitter is more for news and GIFs. So, if you have an Instagram account and a Youtube account for your business, you will want to put photographs on Instagram and videos on Youtube, while news-related information could go on a Twitter account.
  • Consistency Will Maximize User Engagement.  Being consistent in how often you post to each social media network is paramount to keeping your audience engaged, however, you also need to be consistent in the tone, message, and aesthetics of your brand, product, company, or service. When these elements match up together, you will build your brand identity naturally, and a cohesive brand identity gives your users a personality to engage with. They will know who you are and because of that, you’ll gain traction.
  • Identify Where Your Content Is Relevant. Although it may seem like an excellent idea to have a social media page on every single platform, it doesn’t make sense to if your content doesn’t fit there. Figure out which platforms fit the type of content that you are putting out into the world, as any content that is spread on inopportune networks, will only be a loss on investment, both money and time wise. So, for instance, if you are running a bookstore, your content will fit really well on Pinterest and Instagram, but not so much on Facebook.
  • Use Analytic Metrics to Determine Which Content Works.  Social media networks have this amazing metric system built right into them, with which you can derive insight into your audience. Take a look at your content, see who is engaging with it, what the demographics are like, and then optimize it for what is working. Maybe big pictures and a call-to-action button works the best on getting people to your blog, or maybe a Youtube video does an excellent job of getting people to your products page. Utilize the content that works based on the metrics that social media kicks back to you.
  • Consider Promotional Posts for Your Content. Posting your content on social media platforms is not enough nowadays. If you want high conversion rates, you will need to get your content in front of everyone through promotional advertising. Paid ads will bring more visibility to your content and it will increase your reach. If you do use promotional posts or sponsored posts, you will need to customize the strategy you use for each individual platform based around that platform’s preferred content.
  • Remember to Always Engage Your Audience!  Once you have figured out which type of content works best for your website/business and on which platform, you will need to grow your social reach through engagement. This will show your audience that you are authentically interested in connecting with them. You can do this by re-tweeting or sharing your influencers posts, by featuring your partners on your social media profiles or even just simply liking and commenting back to your audience. Valuing your customer by responding will go a long way to building a positive reputation.
  • Consider Re-Purposing Viral Content for Other Platforms.  If you have one piece of content, say a written article, that gets a lot of views, comments, and likes on LinkedIn or Facebook, consider re-purposing it into content that can be shareable across Youtube or Instagram.  An article can be transformed into an infographic and placed on Pinterest or it can be made into a Youtube video. Doing this will help you reach new audiences with your content.

 

Social media is ever-evolving, and thus, the strategies and tactics that worked in the past may not be as effective today. It’s important that you stay ahead of the curve when it comes to What’s Working Now.  Join the EZMetrics Mastermind to access our digital marketing library that will help you generate an unlimited supply of your perfect customers.

Top Eight Copywriting Tips for Creating Outstanding Sales Pages

When it comes to creating an outstanding sales page, you want the writing that appears on the page to pull the visitor in and immerse them into whatever the page is selling.

This could be your products, your services, or the mission of your company.

Excellent copywriting will reduce any risk that a potential customer may feel towards you, it will answer any questions up front, it will call us to act, and it will highlight the benefits of what you are selling.

Unfortunately, one of the most overlooked items of sales pages is the copywriting as most website developers or owners will tinker with the color, spend hours on their videos, and put up crisp and clear photographs, all without creating engaging text.

In this article, we will highlight eight tips that you can use to make your sales page go from decent to outstanding.

1. Be Clear and Concise: you want your writing to be clear and concise but you don’t want to “dumb” it down as this can have a negative impact on how you make your visitor feel about themselves. Instead, make sure to keep close to the point and do not over-explain or run off topic. Your goal here is to deliver the core concepts of your piece in such a way that it is understandable, easy to follow, and uses descriptive language that plays on your audience’s senses. Avoid run-on sentences where possible.

2. Research: you cannot just place any type of written content on your sales pages, rather, you have to be able to talk about what you have knowledge of. Writing that is not backed by research, expertise, and authenticity will be very clear to the reader. Make sure that you have a full and masterful understanding of your topic, your competitors, and your offering, first. Displaying your own knowledge of the subject matter is often one of the key factors that will determine whether or not a reader continues reading. If they continue reading, you are more likely to make a sale.

3. Eye-Catching Subject Lines: having a brilliant body paragraph does nothing for you if your subject line is bland, uninspiring, and easy to gloss over. Make sure that your headlines are eye-catching, intriguing, and play off as “hooks”, as this will grab the reader’s attention. There are many ways that you can accomplish this, but a few include starting with a simple question that highlights your audience’s problem, choosing to go with a list-style subject line that is quick to understand or create a comparison line between your product and your competitors’.

4. Find the Problem, Solve the Problem: if a reader decides on buying anything, the reasoning behind it will be to solve some sort of problem. It will be your job to identify what this problem might be and then subsequently solve it with your product or service. More often than not, the problem will have something to do with your reader’s fears, like a pest infestation or out of control debt, and thus offering a solution will require you to gain an in-depth understanding of your audience.

5. Speak Your Audience’s Language: in many cases, it is safer to use general terms to appeal to your audience rather than niche-branded terms unless your sales page is targeting a very specific audience that would have prior knowledge about your sales topic. By doing this, you help your audience relate to you and what you’re talking about which, in turn, encourages them to purchase from you.

6. Talk Like it’s a Conversation: it’s much more enjoyable to have a conversation than it is to listen to a sales pitch, as conversations are more relatable, they make your reader feel special, and they do not isolate the reader with technical jargon. When you act like you are talking to your best friend, you have a higher chance of converting leads.

7. Avoid Sounding Passive:  keeping to the present tense, making solid statements and talking with confidence, are all methods you can use to avoid sounding passive. When your copywriting uses passive voice, it assigns less responsibility to the action, meaning it has less power. You want to sound powerful.

8. Don’t Beat Around the Bush:  asking for the sale might seem too pushy but is, in fact, a necessary measure to take. Readers respond to transparency more than anything, so if what you want is for them to click a link, fill out a form or even just think a particular thought, make that want known. This is where you need to use call-to-action buttons, forms, and pop-ups that are aesthetically pleasing to look at and that enhance what you’ve just said.

Copywriting is not just for sales pages. The same principles can apply to your social media posts and emails, too. After all, copywriting is more than just what you say… it’s what you convey.  

If you want to master how to write effective copy, and 10 other crucial skillsets to stay ahead of the curve when it comes to What’s Working Now, join the EZMetrics Mastermind to gain access our digital marketing library that will help you generate an unlimited supply of your perfect customers.

7 Digital Marketing Trends on the Rise for 2019

Although it is hard to believe, we have only a few weeks left to go in the year, so it is as imperative as ever for digital marketing teams to know which trends, strategies, and technologies are at the forefront of the digital landscape. As always, this year is poised to see some dramatic shifts. From the integration of artificial intelligence to the use of chatbots and personalized custom content, 2019 has a lot in store for us. In this article, we will explore which digital marketing trends are on the rise, why your business should use them, and how they will help you stay ahead of your competition.

  • Voice Search and Audio Content is Popular: there is no doubt about it, smart speakers are popular and are here to stay with the majority of owners never wanting to revert back to a life without a controlled voice-assistant. As voice technology becomes more sophisticated and nuanced, we are going to see more companies creating monetized audio content and voice search for voice-assistant devices like Google Home, Apple Siri, and Amazon Alexa.

 

  • You Will See Shorter Video Ads: due to an abundance of video content out on the web, consumers are developing shorter attention spans, which means developers have a shorter amount of time to get their message across before the audience loses interest. This year, we will see shorter ads that are near or below the ten-second mark.

 

  • Chatbots Are Becoming Normalized: the novelty of chatbots are wearing off as more brands are using them for customer service roles. This is mainly because they offer a two-way communication channel 24/7 and are effective at producing mass communication. Combine this with the fact that they are relatively easy to make and are perfect for widespread use across multiple platforms like food delivery services, scheduling appointments, generating FAQ answers, and clothing store websites.

 

  • Video Marketing Will Continue to Trend: videos are practically everywhere and studies show that they account for a massive portion of internet traffic. According to Social Media Today, not only do videos increase landing conversions by 80% but 90% of consumers use video to help them make buying decisions. Marketers can use Youtube and Instagram to run video ads, partner with influencers for product placement, and get endorsements from social media influencers.

 

  • Don’t Forget About Live Video: with the rise of live streaming services like Instagram’s stories, Facebook’s live streaming, and Youtube Gaming, more internet users are gravitating towards watching these types of platforms. Consumers who has seen a live stream are far more likely to purchase a product, event ticket, or service if they know how it works or have seen its value in real-time.

 

  • Brands Are Leaning Into Brutal Honesty: unfortunately, marketing has a negative stigma around it, with a lot of company’s and sales representatives being perceived as deceitful due to exaggerated product promises or unethical advertising practices.  Beyond this, there is an abundance of information available online about brands, products, and businesses, which means more people are aware of the shortfalls of the services being provided. This has forced more companies to become purely transparent and brutally honest in what they are providing consumers. In addition to this, negative feedback is getting addressed directly and two-way communication channels are being opened up to help form better relationships between consumer and business.

 

  • Mobile Advertising is a Must: according to Statista, there will be approximately 4.68 billion people using mobile phones by 2019 with the majority of these users spending their time on social media and mobile phone applications. With that many people using mobile phones, mobile marketing is a must for digital marketers.

 

Beyond these seven digital marketing trends, look out for the rise of visual search where users can upload an image to conduct a search to get specific results and the subtle art of influencer marketing. Although influencers may not openly endorse products, long-term relationships are being forged to produce organic endorsements that are generally more accepted and well perceived by consumers. If you combine and use the above digital marketing trends, you’re going to be able to surpass your competition while catering to your audience in a more authentic and direct way.

Creating a Competitive Marketing Strategy

How has digital marketing changed within this year?

Any form of marketing progresses with time, but digital marketing has seen swift advances within the last year. It is crucial that you understand these changed changes in order to stay relevant and competitive with your marketing strategy.  

 

“Mobilfication”

This has become a popular buzzword in the marketing industry. Consumers use their cell phones for a variety of reasons, but when selling a product it is essential to have an aesthetically pleasing ad or website. You can do this by creating a mobile strategy that encourages a potential customer to engage with your website. This can include a text message, a follow on your business’s social media account, or an email opt in. These messages can include discount codes in order to create a new customer. Mobile is a field that is ever-increasing and it will continue to be a top priority for markets for years to come.

 

Video Marketing

If you are not using Facebook Live as a digital marketing resource, you should begin going Live as soon as possible. Many studies have been conducted and have concluded that videos are more effective in comparison with texts. I want to encourage you to create a goal, this varies for each person, but creating 5 live videos per month is a sufficient place to start. Begin to establish a habit of producing quality videos in order to connect with your potential customers. If you commit to your success you will see the results!

 

Creating a Chatbot

Chatbots are becoming increasingly popular and an effective tool for organizations. This strategy can be used to create engagement, customer service response, and answer general questions about your business. The power of this engine is the instant gratification of an answer to your question. Additionally, it is very hard to tell whether it is a live person or a bot when created correctly. The open rates for chatbots are incredibly high, which is why this method is increasingly powerful and should be adapted in your digital marketing plan.

Keep pressing forward to success!

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3 Marketing Tools that Every Entrepreneur Needs

As an entrepreneur, it can feel like there is not enough time in the day to accomplish all of the tasks at hand. There are a few tools that I recommend, to greatly impact your business while helping you manage your time.

Use Evernote to stay organized. When it comes to marketing your business, organization is essential.  You never know when a new idea will come to mind, and if you are not able to organize and prioritize your notes,  you may miss out on opportunities to grow. Evernote will assist you with capturing your ideas, trends, and inspirations, all while storing them on one easily accessible location. You can access this material on your phone, laptop, or tablet. This is a perfect tool to help capture your research and brainstorm ideas all in one place.

Buffer is helpful with Social Media Management. Buffer is a social media management tool that will help you establish your social posting efforts. Social media is extremely powerful within your business, this is why it is important that you stay active and relevant on different platforms. Buffer gives you the ability to connect on multiple accounts and then creates one dashboard to hold all of your platforms. With Buffer, you will be able to schedule and analyze the success of your posts. Buffer’s free plan would be beneficial for a new business that is looking to grow their social presence.

SurveyMonkey can be used to secure customer feedback. SurveyMonkey is one of the most popular free online survey tools. Surveys are a beneficial way to collect data from consumers in order to uncover trends and secure tangible insight on your business. This software is incredibly simple to learn and intuitive to use. Additionally, once you publish your survey, you will be able to analyze the results on the backend.

These tools can help you grow your business by freeing up more of your time, so that you can do more of the income-producing activities you need to do.

Keep pressing forward to success!

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