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Email Marketing: How to Create an Effective Call-To-Action

Call to Action

Everything we do online is all about building relationships and building the trustability and likeability factor. There isn’t much point in sending an email without a call to action unless you are directing the reader to a page on your website that has a call to action.

The call to action in an email is a request that attracts, convinces or requests a visitor to take a particular action. This call to action, for example, can ask readers to:

  • Make a purchase,
  • Give feedback through a form
  • Sign-up for newsletters or a whitepaper download.

Depending on your target audience, the call to action can be:

  • A soft call to action, or
  • A harder call to action.

If you have a bunch of subscribers on your list who trust you enough to click on the majority of your links to find out more or get involved in whatever you’re selling, then a hard call to action could work. If people don’t really know you well, a soft call to action would be more appropriate in your email marketing campaigns.

In order to make sure you are creating an effective call to action in your email marketing campaign, be sure to avoid these common pitfalls:

  • Not giving someone a clear reason to take action,
  • Offering things you can’t deliver,
  • Making use of complex or indistinctive language in your call to action, and
  • Making your call to action hard to find.

Some of the call-to-action prompts that you could include in your email are:

  • Get 50% off,
  • Get free delivery,
  • Register now,
  • Read the eBook, and
  • Start my free trial.

A call to action button is eye-catching and can boost your engagement rates. Be sure to use action-oriented text, use the first person in your copy and keep the call to action short and simple.

Do you need help with your email marketing or marketing automation processes? Then get in touch with The Digital Marketing People today.

What Brands Need To Know About Emotional Engagement

Brand Engagement

At a certain point in your relationship with a product, you become emotionally engaged. You could argue that this is the point when the product becomes a brand to you, but before that happens the product was nothing more than a utility.

The most successful brands bring themselves to life; they are almost like real people. Real people have a point of view and a backstory. The more you can communicate that sense of being a real person and having a backstory, the better.

Nike, for example, is built for high-performance athletes that want to get an edge. The reality is that 80% of their shoes are worn to the grocery store, but we all think that we have that highly competitive edge in us, which is why we buy their shoes. Nike has successfully built a brand that many people find aspirational.

If you think about the experience you have with a brand, you will immediately be able to separate ‘engaged’ brands from ‘unengaged’ ones. With Uber, for example, people find the product convenient but they also feel that they would be able to have a conversation with the brand. All of these things create a personal and an emotional bond with a brand.

People who are engaged emotionally with a brand are willing to spend and pay more for a product. When people look for a product or brand, they are looking for those that will not only save them time and effort but that they know will make them feel special.

Your digital marketing strategy and social media marketing campaigns can go a long way in creating emotional engagement with your target audience. At The Digital Marketing People, we specialize in small business marketing. We can help to boost your engagement levels with your customers and potential customers. Contact us for more information today.

Essential E-commerce Website Strategies for Reducing Abandoned Carts

If you are selling products online, then you will know that the digital marketing tactics that are needed for an e-commerce website can be very different from a website that is marketing a service or providing another type of B2B offering. Abandoned carts can be a major frustration for website managers. Here are a few essential e-commerce website strategies for reducing abandoned carts:

  • Focus On Building Trust

If you’re asking someone to fill in their personal details and credit card information, then you need to make sure you are perceived as trustworthy. Include trust signals such as security logos on the transaction page and within the shopping cart feature.

  • Include A Progress Indicator

People need to know how many steps they need to complete before they can complete the purchase. If there are four different pages that they need to click through, include a progress indicator at the top or the bottom of the page, so they know how far they are.

  • Include Small Pictures Of The Product They Are Buying

The small thumbnail image of the product they are busy purchasing isn’t there to ‘remind’ them of what they came to the website for; it’s a grounding technique. If the person was buying something in a brick and mortar store, then they would be holding the item while they stood in the queue to pay for it. Seeing a small thumbnail of the product they are busy buying can help you eliminate any distractions or feelings of hesitation that they might experience during the checkout procedure.

The Digital Marketing People can help you with everything from website design to SEO. If you need help to reduce your abandoned cart rates on your e-commerce website or you are looking for new ways to reach your target audience, then contact us today.

Digital Marketing Insights: How Blogging Benefits Your Link Building Strategy

As any digital marketing expert will tell you, link building is an important part of search engine optimization and digital marketing. Not only do high-quality links from aauthoritative websites boost your search engine results, but it’s also one of the ways that web crawlers determine what your website is about and whether you are providing internet users with valuable information.

In the past, a ‘black hat’ SEO tactic was to buy backlinks from link farms. Google regularly updates its algorithms and it has changed the way it ranks backlinks, which means that low-quality link building strategies will no longer serve you well. Blogging, however, is one of the best ways to build quality links to your site. Here are some of the ways to go about it:

  • Create High-Quality Content

If you’re creating valuable, high-quality content, then people will be more inclined to link to your posts. While creating good content takes time and effort, the people in your field will find it and naturally want to share it. Remember that a blog post doesn’t have to be 1 000 words of researched content, it could also be a short ‘How To’ blog, an infographic, an intro blog with a link to a podcast, or other types of multimedia.

  • Reach Out To People In Your Industry

If people aren’t picking up your content organically, reach out to journalists or other people in your field and tell them why their audience might be interested in the content you are creating. This might convince them to link back to your website.

  • Offer To Do Guest Blog Posts

If there’s an industry publication or popular website in your niche, offer to write a guest blog post for them. At the bottom of the blog post, you can link a keyword back to your own website.

The Digital Marketing People specializes in small business marketing. Contact us if you need help with your content marketing or SEO.

5 Questions about Effective PPC Advertising Answered

Pay per click advertising, also known as PPC, is a type of search engine or social media marketing that is designed to drive traffic to your website or other online properties. Ads are generally tailored to promote what you want to sell and you will pay each time someone clicks on your ad. In this blog, we answer some frequently asked questions about PPC advertising:

  • What Are The Advantages Of PPC Advertising?

In a world where there are so many websites and social media platforms, it is hard to stand out from your competition. With Google AdWords, for example, you can get your ads on the first page of Google with PPC advertising. If you were to try to claim a first page position with organic SEO, it would require much more effort in terms of content generation, link building and other SEO initiatives. PPC usually works best when it is done in conjunction with an SEO strategy.

  • Why Would You Use Facebook Ads As Opposed To Google AdWords?

Both Facebook ads and Google AdWords have their own uses in the digital marketing space. With Google AdWords, your PPC ads will appear to people who are using the search engine to find information about something they are interested in. With Facebook ads, your ads can appear in the news feeds of your target audience. You could decide to create an audience of women between the ages of 18 to 25 who are interested in horse riding, for example, if you are selling horse riding lessons in a certain area. Facebook ads offer a lot of customization, where Google AdWords can bring your products or services under the attention of someone who is looking for what you have to offer. Your best bet is to work with an experienced PPC manager to create a comprehensive PPC plan that can help you get as much exposure as possible.

Whether you are interested in Facebook ads, retargeting campaigns or remarketing initiatives, The Digital Marketing People can help you. Contact us to find out more today.

How to Create a Corporate Event Digital Marketing Campaign

Whether you are hosting a keynote presentation, a three-day workshop or attending an industry exhibition, it is vital that you use digital marketing to your advantage. Make sure that your customers and potential customers know what you are planning and why they need to take note of what you are doing by following these steps to creating a corporate event digital marketing campaign:

  • Choose The Platforms You Will Be Using

Do you have a big following on Facebook and LinkedIn? Or will you need to publish a media release in an industry publication? Determine where your content will get the most reach so that you know which platforms to target.

  • Plan in Advance

Nobody can attend an event on a week’s notice, so make sure your content strategy is planned for at least three months in advance. Create a content calendar that shows what type of content you need to post on each platform. You could commit to a weekly blog post on your own blog, a monthly syndicated blog post in an industry magazine or website, and bi-weekly social media updates. Use email marketing to reach out to people who will be at the event.

  • Check Out Hashtags And Use Social Listening Tools

Many times, large events will have dedicated hashtags for the event. You can follow hashtags on Instagram so keep an eye on the content that is being produced on this platform and use social media listening tools to follow the hashtag and relevant people on Twitter, Facebook and LinkedIn as well.

  • Pique Their Interest

If you or someone from your company is presenting, or if you have an exhibition stand, create multimedia content that shows people what they can expect from your brand. You could, for example, create a YouTube video with an elevator pitch of what your keynote presentation will be about. You could also post photos and bios of the people who will be manning your stand at the event and tell people what they can expect to experience at your stand.

Do you need help with your event digital marketing campaign? Then contact The Digital Marketing People today.

4 email marketing basics for beginners

Email marketing remains one of the best way to communicate with your client base. Not only is it on a platform that people prefer to use to engage with brands, but the main benefit of email is that everyone has it. Here are four email marketing basics for beginners:

  1. Get permission

Many countries have serious legislation regarding privacy and the sharing of personal information. You have to make sure that you are emailing people who have given you permission to contact them.

Asking for this permission doesn’t have to be tough. You can have a newsletter sign up button on your home page where you explain what type of information you will be sending people, how often you will be contacting them, what’s in it for them (discounts, coupons or promotions) and how they can opt out if they choose to.

  1. Get on their safe sender list

It’s not hard to end up in a person’s junk mail folder these days. If you send irrelevant information, then a recipient could even mark your email as spam, which can impact your ability to make your way into other people’s inboxes in the future. When a person signs up to receive emails from you, send them a thank you email with instructions on how to add your email address to a safe sender list.

  1. Segment your database

You undoubtedly have more than one type of customer. Segment your target audience into different groups so that you can make sure that people are only receiving information that is relevant to them.

  1. Send quality emails

Your recipients need to be glad to receive communication from you. Make sure you are sending quality content, appealing discounts, and information that they would be pleased to receive. Keep your subject lines short and concise, keep the design of your newsletters crisp and clear, and stick to a regular emailing schedule.

The team at The Digital Marketing People can help you with everything from email marketing to content marketing and marketing automation. Contact us for more information today.

How to analyze your competitor’s SEO

Your website doesn’t exist in a silo; it’s part of a big network of content pages, multimedia and information online. If you are in a particularly competitive industry, then it’s possible that your SEO services efforts aren’t yielding the results you want because your competitors are claiming all the top spots for the keywords you want to rank for. Here are a few steps to follow if you want to analyze your competitor’s SEO strategy:

Determine who your internet competitors are

You might have a good idea of who your industry competitors are, but it’s possible that your online competition looks a bit different. There could be indirect competitors who offer related products or services that are outranking you for your chosen keywords. Hop onto Google to see which brands are ranking for search terms in your niche.

Analyze their websites

Go to their websites and check out how they have designed their sites, what type of content they are publishing, and what types of multimedia they use. Do a site inspection and consider what type of website user experience they offer visitors to their site and how your website stacks up.

Check out SEO factors

Do your competitors use static or dynamic URLs? What keywords are they using in their headings and subheadings? Do they have many internal URLs and what type of anchor text are they using?

Browse social media platforms

Are your competitors using social media channels to connect with their customers? Find out which platforms they are using, how often they are posting content, whether they are generating their own content or curating content for these channels, and how many people are following them on these platforms. Social signals can have an impact on your search engine rankings, so having a solid understanding of how your competition performs can influence your own strategy and efforts.

These are only a few ways to kickstart a competitor SEO analysis. Contact The Digital Marketing People for local SEO and other Search Engine Optimization help.

The role of content marketing in your overall strategy

Content is part of any digital marketing initiative. Whether you’re publishing a video, trying to educate customers on new developments in your industry, or giving feedback to queries on social media, content forms part of every single aspect.

When used strategically, content marketing can have a phenomenal impact on your digital marketing campaigns. SEO, for example, is almost impossible if you don’t have the content to back up the keywords you are trying to rank for in Google. When you launch a content marketing strategy, you can weave your targeted keywords into the blog posts, news items, white papers and company announcements that you are publishing.

Many times, written content can also be repurposed into other types of media to extend your reach. A blog post about seasonal trends, for example, can be repurposed into an infographic that is shared on Instagram, Twitter and LinkedIn. A commentary piece about a new research paper could similarly be transformed into a PowerPoint presentation that is published on your company’s SlideShare page.

Content is the backbone of any digital marketing strategy and it’s also the vehicle you need to use to get your message to more people. Before you embark on any content marketing strategy, it’s important to think about what your goals are. Are you trying to sell products online, increase brand awareness or show your thought leadership in the industry? You can choose a few goals and tailor each piece of content to help you achieve these goals.

One of the things that many businesses struggle with is producing content. It’s not easy to produce article after article on a topic and most people simply don’t have the time. When you partner with The Digital Marketing People, our team of copywriters, Social media marketing strategy and digital marketing experts can help you with every part of the process. Contact us for more information today.

5 essential principles of social media customer service

In today’s day and age, customers expect the same type of customer service on social media marketing strategy that they would get from a customer service agent if they visited a company in store. If you are providing support on social media channels such as Twitter and Facebook, here are a few essential principles to stick to:

  1. Give timely feedback

There’s no point offering support on social channels if you take days on end to respond. Make sure that someone is checking social profiles at least twice a day so that queries and complaints can be responded to in a timely manner.

  1. Make sure your community manager is empowered

Your community manager or social media manager needs the right level of authority to make decisions on your behalf. They should be able to advise people on returns or escalation procedures as opposed to simply telling them that they ‘will follow up’ about the query.

  1. Streamlined information sharing

If at all possible, give your social media manager access to your company’s CRM system so that they have background on client issues and purchases.

  1. Don’t delete negative feedback

It’s never nice to receive negative feedback, especially not on a public forum where other people can see it. Avoid deleting any negative feedback simply because it portrays your brand in a poor light. Rather respond to the feedback and ask if you can contact the client to discuss the matter offline.

  1. Keep an eye on customer service trends

If there is a specific product or service that is generating a lot of complaints, or if there are seasonal trend queries, use this information to be proactive in the future. You can create blog posts and other types of content that can help your customers before they have to resort to contacting you on social media.

The Digital Marketing People can help you with everything from social media marketing to online reputation management and digital marketing solutions. Contact us for more information today.