Digital Marketing Tips for 2014

Digital Marketing Tips for 2014

Afternoon all. I trust you all had a fantastic start to the year? I’m sure, being driven people, that your goals are set, you know what you want to achieve in 2014 and now its just a case of making it happen.

As the owner of a digital agency in Exeter I want to cover a few ideas for things you should look to implement within your digital strategy this year. If you take on board just a couple of these you’ll be ahead of the majority of the crowd. I know you guys are always looking for the edge, so please enjoy.

Explore the world of Conversion Optimisation (CRO/Split Testing)
Offering up different versions of the same page on your website in order to see which converts the most is an extremely valuable technique to master. Even if you don’t sell online (where huge returns on investment can be seen), you should split test any enquiry forms on your site. Get your agency to do this for you and work with them on the results.

Start practicing Inbound Marketing
Another big trend for the year will see the tracking of customers through your websites, taking a look at what they are downloading, where they spend time and mashing that all up with their social profiles and historic browsing history so you can personalise their journey. Check out industry leaders like Hubspot and Pardot.

Ramp up your Content Marketing..but make it worthwhile
Content marketing is still an important part of your digital strategy and should fuel your Inbound Marketing funnel but it needs to be good. Theres too much content in this world so make sure what you create is better than everyone else in your market. Aim for things that are shareable through social media. Video, best practice guides and content which anticipates and answers your prospects questions should all feature highly.

Setup Email Autoresponders
Its a simple, yet quick win. By linking your website up to a decent email marketing system (MailChimp, OptixMail, Constant Contact etc) you can set a series of automated emails to go out when someone fills out an enquiry form. These are called autoresponders and go out at pre-defined time periods. Obviously you don’t want to spam people but a casual thank you email followed by a top tips email a week later might go down well and make you look switched on.

Get your social policies and strategy in place.
If you don’t want to fall into the same trap as the University Professor who tweeted about Obese doctors last year then make sure your team know what’s expected of them when interacting online. Social provides huge opportunities for your business but its your responsibility to make sure your team know the boundaries.

Fire up your digital presence, enjoy your 2014 and let me know when you get some significant wins.

Oh and Happy Easter :)

Image courtesy of https://www.flickr.com/photos/jefthomas/ 

8 Simple Steps to Email Marketing Loveliness

8 Simple Steps to Email Marketing Loveliness

Some of you might be wondering why I’m writing about email marketing today – it’s old hat isn’t it? With all this new social media buzz, there is surely no place in the world for email marketing is there? Well I believe there is and I intend to tell you why and how you can use it to grow your client base today.

Let’s settle one thing quickly – if you’re reading this, thinking about buying a database from someone on a street corner (or even  a more reputable source) then this article probably isn’t for you. I’m focusing today on using your own valuable data, built up over years possibly.

I want to start with a story. About a year ago a guy approached Optix having met me 6 years ago at a networking event. I’d agreed with him to receive the Optix newsletter and we both went our separate ways. Optix kept in touch with him by way of our monthly newsletter and recently he became one of our largest clients. He’d watched the business grow and liked what he’d seen.

Here are a few sure fire ways to use email marketing to help your business grow:

1). All about the data – A good email marketing campaign revolves around good data. Make sure yours is clean or you’ll just be throwing money away.

2). Build your data – what can you give away to build a database of leads/contacts/prospects? This year we launched our free social media policy generator: http://www.optixsolutions.co.uk/free-social-media-policy-generator/ – A tool of real value which also helps us build leads – true ‘Inbound Marketing’.

3). Split Test your email subject lines – A good email marketing system will split test campaigns for you. It will take 50% of your database and send two different subject lines, content variants or from names and then track the most successful delivery rate, then send the winner to the other 50% – using this will give you better open and click through rates.

4). Spam & Client Testing – Emails show up differently in different email clients. Now email is consumed more and more on mobile devices you need to make sure your email is designed and developed for all these variants. This again is something a good system should be able to do for you. If not, make sure you ask your designers to consider this.

5). Deal with bounces – If an email bounces (doesn’t reach its destination) it can be for a couple of reasons. A soft bounce may infer a problem with the routing of an email to someones email box/server and is likely to be ok next time round. A hard bounce means that email doesn’t exist any longer and should be cleaned from the database – no point spending money on people that won’t ever answer!

6). Use Autoresponders – When you signup to something on a site have you ever received an email a few days later which follows it up…and then again a week or so after that? You’re part of an autoresponder system. Clever marketers know that it takes a few ‘touches’ to get to a sale but tracking and sending emails to everyone that signs up with your site manually would be far too inefficient to deal with so autoresponders help to do this for you. Used cleverly, these are extremely powerful tools

7). Segment your data – If you’re blasting everyone in your database in one go you’re probably not getting the most from it. Segment your data into interests/purchases made if you’re running an ecommerce shop or even simple things like male/female if this makes a difference to your customer. For example, I’m not hugely interested in the latest dresses from Reiss (a favourite shop of mine) but they don’t send me that because I’m segmented in their database.

8). Tie into your Social Profiles – If you have a fantastic Facebook page and a tremendous Twitter presence then make the most of them. Ask people to sign up for your updates – if you don’t ask you don’t get after all. Don’t bombard them but a few calls to action every now and again is fine.

It’s time to get clever with your email marketing – it’s still one of the most powerful tools in the online marketing toolbox.

Oh and if you’re looking for a provider, we have our own that you can find out more about over at http://www.envirosend.co.uk

Image courtesy Ramberg Media Images

Now Your Thoughts

  • What’s worked or not worked for you when you’ve marketed by email?
  • Got any tips for the other readers?