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digital marketing

The Number One Marketing Tool You’re Missing Out On

You have a small business, you post on social media daily, you hustle and grind, but still, you’re not getting the leads you need.

Does this sound familiar? It turns out that you might be missing out on one of the most powerful, FREE, marketing tools out there: Email Marketing.

Before you throw the idea out of the window, consider this:

Email Marketing is 40 TIMES MORE LIKELY to secure you new clients than Facebook or Twitter.

digital marketing

The Pro’s of Email Marketing:

Very High Return on Investment

  • Most marketers report an ROI of 30:1. This means that for every R1 you spend, you can expect around R30 worth of return.

Easy To Measure

  • After you send out a campaign, you can immediately see all the statistics: open rate, bounce rate, click-through rate, to name a few. This puts you in the position to adjust your campaigns optimally each time.

Low cost

  • Mailchimp lets you use their platform for free if your email list is smaller than 2000 subscribers. If your email list grows beyond that number, options are available from $10 a month.

Anyone Can Do It

  • The great thing about email marketing is that you don’t have to be a graphic designer to send out great looking emails. Most email service providers have great templates already set up.

What Works?

Message Personalisation

  • Ever seen an email in your inbox with your name in the subject line? This is the most effective email marketing tactic that you can use to get as many opens as possible.
  • It’s very easy to do as well, most email service providers give you this option automatically. 

Social Sharing

  • Make it easy for people to share your content by providing social sharing buttons in your emails.

Meaningful Call To Action

  • Yes, yes, brand awareness is important, but at the end of the day you’re sending out an email to generate leads. You want prospects to take action. Make it easy for them with a relevant call to action.
  • Adding a call to action button to your email can increase your clicks by 28%.

Excellent Subject Lines

  • To get someone to read your email, you need to stand out from all the other emails in their inbox. Make sure you have an irresistible subject line that drives people to click.

Optimisation For Mobile

  • If your email isn’t easy to read on a mobile device, you’re screwed. Most Email Providers’ emails are automatically responsive to mobile, but just make sure you test your email on different devices before you send out your campaign to your database.

Automated Campaigns

  • You can’t manually send an email to every person that signs up to your newsletter or who purchases something from your online store. 
  • But you can set up automated email campaigns that automatically send emails on your behalf when triggered by a purchase etc.

Short & Sweet

  • It turns out that you don’t have to write a whole thesis to get your message across, people prefer shorter emails that get straight to the point with a clear call to action.

Videos

  • Having video in your email can increase the click rates by as much as 300%.

Where Do You Start?

Well, firstly you’ll need someone to send your emails to, so you’ll need to start building a database.

Build A Database

There are so many ways to build an email database, you just need to find the right ways that work for you and your business. Here are a few examples:

  • Harness Business Cards
  • Have a pop-up on your website
  • Post a sign up link on social media
  • Launch a competition that requires an email address to enter
  • Have a subscription form at the top of your website

Moosend has 74 List Building Strategies: check it out.

It’s also important to segregate your mailing lists so that you can send ultra-specific emails to your prospects.

Choose An Email Marketing Service Provider

I prefer MailChimp as it’s free if you have 2000 or fewer subscribers. MailChimp also has great resources and step-by-step guides. But the best part is that they have marketing automation.

Click here to few the top providers in 2019

Decide What You Want To Say and Say It!

Like I mentioned before, you don’t need to write very long emails. It could be just a quick pop-in to introduce a new offer or a sale you’re running. Keep it simple.

Track & Adjust

The great thing about all the email marketing service providers is that you can track the success of your efforts.

Over time you’ll see which subject lines, content and call to actions get the most response and craft your messages to incorporate that.

Some Resources To Get You On Your Way:

Veldfire is a Digital Marketing Agency Based In Cape Town, South Africa.

The Biggest Social Media Platforms In South Africa 2019

Do you know how many people in SA use social media? Before you shoot the idea down thinking: I don’t need to be on social media, have a look at the infographic below.

Hootsuite recently brought out their annual Global Digital Yearbook 2019.

Now, even if I wasn’t online at all, I would sit up and listen to these figures. But what does this mean for you as a business owner?

It means that with a little bit of effort and time you can reach a huge amount of people!

Just for interest’s sake, users spend an average of 2h48m on social media PER DAY.

With so many platforms available, it’s important for you to identify which platforms will work best for your company, or more importantly, on which platforms your audience is.

What Is Digital Marketing? [You’re Not Stupid For Asking]

Before we get to digital marketing, I think we should go back and look at what is MARKETING. Marketing is the act of driving profitable action.

That means that digital marketing is the act of driving profitable action online.

Ok, great!

That’s all.

Thanks for reading my blog.

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You didn’t really think I’d leave you hanging there, right? Let’s dive into some of the digital marketing avenues that you as a business owner need to know about:

Social Media Marketing:

The main goals of social media marketing are to build a relationship with your current and prospective clients and to build brand awareness. So that you stay top of mind all the time.

The most popular social media platform is still Facebook where you can create a page for your business with all the information including links to your website. LinkedIn has also seen a big rise in the past year, making it imperative for you to be visible there as well.

Different platforms will work better for different businesses. You don’t have to be on every social media platform. Rather be on a platform that will best enable you to represent you and your business or product and where your audience is the most active.

It’s also important to keep in mind that you’ll need time to post on your platforms, so rather start small if you’re not going to appoint someone to do it for you.

Best idea: Get a professional to help you identify on which platforms your audience is most active and let them help you set up a profile along with content that will convert prospects to clients.

Search Engine Marketing

Don’t be intimidated by the terminology! Search Engine Marketing (SEM) is simply any marketing effort focused on helping prospects find you through search platforms like Google.

Search Engine Optimisation (SEO) and paid platforms like Google Adwords both form part of the greater SEM framework.

When someone searches for something on a search engine like Google, they use keywords. With SEO (that’s free), you’ll design a website that incorporates certain keywords and content, for example, that will help you rank higher in Google. This will help people find you on search engines. And the main goal of your website is (or should be) to get leads.

Best Idea: Get an SEO expert to do an SEO Audit on your website and give you advice on all the different things you can do to improve your ranking and also advise you on ways you can create ads to ensure that you’re always at the top of search results.

Pay-Per-Click Marketing

PPC is paid advertising. You create and ad, bid to have it shown to a certain target audience and pay per result. There are different ways to set it up, but you’ll either pay per click, conversions, actions taken or impressions.

Let’s say, for example, you are a wine brand and you’ve just launched a new wine cultivar. You want to drive awareness but also drive sales on your website. So the goal of your ad would be to get as many conversions as possible to your website/link where people can buy the product. So you’ll be billed per click.

Another example is if you’re a property agent in Cape Town and somebody searches for the term: properties for sale cape town. If you’re bidding for those keywords and those keywords are entered, your ad will be the first search result.

It’s important to know that certain keywords are searched for more than others. This automatically pushes the price per click up as there is a lot of competition for those keywords.

Google AdWords and Bing Ads are the two most common PPC search ad platforms. They allow you to connect to users who are actively looking for your product and are at a high intent of purchasing.

All other ad types are display ads, including Facebook and Instagram Ads, Google AdSense, Promoted Pins and LinkedIn Ads.

Best Idea: Speak to a PPC or Marketing expert that can guide you in creating ads that will reach your target audience and achieve the best results for you.

Email Marketing:

Email Marketing is one of the most underutilised marketing tools available today. Like social media, it’s delivered regularly to remind clients and prospects of your product or service.

There are different types of email campaigns you can set up. A monthly newsletter is a good example. Another one is an auto-responder where prospects receive a confirmation email if they’ve signed up to your newsletter for example. The best thing about email marketing and using a platform like Mailchimp is that you can automate a lot of your email communication.

The most important thing to remember when it comes to Email Marketing is that you need to catch your reader’s attention.

Best Idea: Speak to a copywriter who can help you craft the perfect email and subject line that will get people to not open your email but also take the action you require (like clicking on a ‘Buy Now’ button for example).

Content Marketing:

Content Marketing is just what the name implies: the marketing of your content. The goal here is to draw in leads by offering valuable content that builds trust.

Examples include:

  • Blog posts
  • Infographics
  • Videos
  • Guest posts for other sites
  • Lead magnets like eBooks

When you publish any of the above, make sure readers can share the content and spread the word FOR YOU.

Best Idea: Speak to a copywriter to write posts and copy for you.

Online Networking:

This is the easiest, free tool you can use to promote your business or product and establish yourself as the expert authority in your field. This is when you interact with industry related peers or prospects in online groups, forums, and social media channels. The idea is to build relationships and trust so that next time when they’re thinking of a product like yours, you’re the first that comes to mind.

Some of the best places to look for online communities that are relevant to your business include:

Best Idea: Get a social media guru to interact on behalf of you and your business online consistently.

So where do you start? Be sure to read my next blog where I’ll guide you through the steps to get started on your digital marketing journey!

If you want to receive the new blog updates automatically, just leave your email below, no spam, I promise.

All the best,

Nellie

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