A marketing conversation for business owners. In these brief conversations with marketing professionals from around the world we talk about digital and traditional marketing, web design, technology and leadership. - Marketing Podcast.
#641 Ecommerce Email
There are many elements in a successful ecommerce program, but email is at the top of the list. From simple promotional campaigns to event specific "flows" the trick is to send the right message at the right time.
This week, our guest Ivana Radojevic talks about the four types of email you should include in your ecommerce marketing program
1) The Welcome Flow - a series of emails sent to new site visitors. Emails in a welcome flow generate a 86% greater click rate than one-time sends.
2) Abandon Cart Flow - 7 out of every ten prospective customers will abandon their shopping cart. These emails bring them back to the checkout page.
3) Post sale Flow - This is a great time to thank a customer, perhaps share tips on how to use the product to get ahead of potential customer service issues.
4) The Campaign - These are one time emails with special offers or information, not tied to a particular event.
Want to improve your email game, be sure to listen to the whole episode
#640 You Focused Copy
Long before I ever worked on my first website, I was developing brochures and direct mail campaigns for business owners. Many of the rules of good copywriting I learned back then, are transferable to a digital environment especially, great content is engaging and interesting to a reader when it's focused on them.
So the trick as you're writing your web copy is to make sure you're focused on the client. One of the best ways to figure out if your focus is correct is to print out your web copy. Then read the content with two pens in hand, one red and one blue.
As you read circle all your first person references in red words like I, we, our company, and even our clients. Then circle all your second person references you, your business people like you in blue. When you're done, look at the page if you see more red circles than blue, go back and rewrite from a readers perspective. The result will be more interesting, more compelling and more effective. Go ahead, try this at home on your web copy.
#639 The Marketing Path
As you drive down the road, you have to be ready to make small adjustments. The same is true for your marketing.
This week's guests, Sharyn and Hank Yuloff, think you need to stop thinking about your marketing as if the plan was carved in stone. Instead, you should view it as a path that will need to be adjusted along the way.
You need to keep your hand on the wheel, so you can make the small changes to your program as conditions change.
#638 A Crazy Idea
When I started my career, I was full of crazy, innovative ideas which were routinely shut down by senior managers. I grew to hate hearing "That isn't how we do things" or "We tried that and it didn't work".
When I left corporate, I assumed I was leaving the negative energy behind. Unfortunately, resistance to change is human nature.
I haven't changed. I still throw out lots of crazy, sometimes half baked ideas. But the difference is when I hear one of those soul killing phrases, I have a different response.
When someone says, "that isn't how we do things", I simply ask why?
When someone says "it didn't work", I'll ask them. Why not? How long did you try? What's changed in your company since then,?
So I want you tp commit to two things. Number one, you are not going to use those phrases when someone else suggests a crazy idea to you. And number two, you're going to turn the conversation around when someone resists your idea.
It takes a little practice but it's well worth the effort.
#637 Start Your Business
More than a Few Words is a marketing conversation for business owners. MTFW is hosted by Lorraine Ball and features interviews with marketing professionals from around the world.
In today's conversation, Mal MacCallion, discusses the common mistakes and challenges of starting a business. He says:
1) If it was easy, everyone would do it.
2) You need to start with a clear definition of why your business exists. Who you serve and what problem will you solve.
3) You need to set your pricing to match the rest of your marketing because your pricing says something about your brand.
#636 What is the objective of your blog?
You have a blog for your business, that is an important first step. But if you want to transform a good blog into a great one, there are several things you can do to improve your company blog,
First you need to do is think about why you’re blogging. You need to identify very specific objectives for your blog. That will allow you to then measure the results of your activity to decide if this whole blogging thing is even worthwhile.
Some potential goals could be increasing awareness of your company, educating potential customers, increasing customer engagement, generating leads, scheduling appointments, reducing service questions, improving your search position on Google.
Once you identify those goals, you need to also identify how you’re going to measure that. For example, you can look at your overall web traffic, you can look at how often people download information, fill out forms, you can look at and see whether or not you’re having fewer customer service request issues. So as you’re mapping out your blog strategy, think about what your objective is, and how you’re going to measure your progress
Actionable, bite-sized advice
Many podcasts wander around the topic. Not this one! This is for busy business owners who need tips they can put into practice today.
Fantastic, bite-sized info!
Every episode offers a little nugget that improves your business or life. I love how quick and concise the info is, and it’s always so on-point! Thank you!
Love the Actionable Content
I always come away with a little bit of a to do list. But that’s what I love about it, is that it is a little to do list. I don’t leave overwhelmed, but feeling like I can accomplish some thing in the next few minutes that will really help my business forward!