Saturday, November 18, 2017

Weekend Favs November 18

Weekend Favs November 18 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • PixelMe – URL shortener for savvy marketers.
  • Restream – Schedule and broadcast pre-recorded videos live.
  • Bigbigads – Join thousands of users to know your competitor’s profitable marketing strategy now.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

from Duct Tape Marketing

Friday, November 17, 2017

Small Business Saturday – It’s Time to Celebrate Small Businesses Making a Big Difference

This time of year, small businesses get a lot of love—Saturday, November 25 is Small Business Saturday, a day to celebrate and support small businesses …

The post Small Business Saturday – It’s Time to Celebrate Small Businesses Making a Big Difference appeared first on Vivial.

from Local Marketing Blog – Vivial

Attention Accountants: Your Impressions Are About to Skyrocket

Have you heard the news? There are some drastic tax code changes on the horizon.

The GOP plan for tax overhaul cleared the House on Thursday. Regardless of your political leanings, that’s big news for your AdWords account! If you’re a CPA (Certified Personal Accountant), or an agency running accounts for accountants, you’re going to want to prepare for the impending increase in impressions and subsequent clicks. Otherwise, you risk wasting a ton of your budget on clicks that represent absolutely no value to your business.  

Here’s a quick rundown on what’s changing, and how you can alter your AdWords account to hedge against wasted spend, impending doom, etc.

What’s Changing?

Who knows!? And that’s the point.

As news, both real and fake, permeates the internet, Americans will enter panic mode and begin searching for answers to their tax-related questions. Here’s a screenshot I took this morning:

Tax Reform Bill

Look at those articles, those pivots to video, those clickbaity headlines.

Do you know what searchers looking for information as to whether they should weep or cheer aren’t looking for? A CPA.

How Will The Tax Reform Bill Impact Your AdWords Account?

Even though you probably aren’t bidding on “tax reform bill,” you’re not out of the woods.

In the coming days, folks across the country will make millions of tax-related search queries.

From 3 am to 11 am on Nov. 16th, search interest in “tax reform” rose 84%.

Tax Reform Bill Trends

Tax Reform Bill 2

Images via Google Trends

If you’re bidding on any broad, broad match modified, or phrase match keywords that contain the word “tax” (which seems likely since, you know, you’re an accountant) and you aren’t explicitly negating the words “reform” and “bill,” you’re in for a world of hurt.

And by hurt, I mean a massive uptick in impressions. Which will inevitably lead to a whole mess of unqualified clicks.

Guess what? You still have to pay for those clicks.

What Can You Do?

Add. Account. Level. Negative. Keywords.

AdWords allows advertisers to create lists of negative keywords that can be applied at the campaign level. Luxury advertisers use this technique to stop their ads from being served for queries that contain modifiers like “discount,” “sale,” or, god forbid, “free.”

Here, I’m going to show you how accountants can use negative keyword lists to hedge against tax reform-related queries cannibalizing their AdWords budgets.

Enter the new AdWords interface and click the helpful little wrench at the top of the screen. From there, click the “Negative keyword lists” option under the “Shared Library” menu.

Tax Reform Bill Lists

Here, simply click the giant blue circle bearing a tiny white plus sign.

 Tax Reform Bill Negative Keywords

List creation time!

Name your new list of negative keywords something like “Tax Reform Bill” (this will make it easy for you to find it among other lists of negative keywords or remember what you’ve included here so that you can remove it at a later date if need be). In the “Add negative keywords” box, add “reform” and “bill.”

^ You see how I formatted those? Make ‘em look just like that. Adding the words “reform” and “bill” as negative phrase match keywords will ensure that any query containing either word will not trigger one of your targeted keywords. Whatever you do, do not add the word “tax.” Please.

 Tax Reform Bill Negative Keywords

Save your list of keywords and leave this menu. Navigate over to the keywords tab (on the vertical bar to the left of your interface) and select the “Negative Keywords” header.

Tax Reform Bill Add

Use the radio buttons to select the “Use negative keyword list” option, add all of your campaigns in the “Add to” section, and, finally, use the search field (depicted at the bottom of that screenshot you see above) to find your “Tax Reform Bill” negative keyword list.

And you’re done. Congratulations: you just saved your AdWords budget!

Final Thoughts

Adding specific, account-level negative keywords is a quick fix for a problem that could completely derail your AdWords account.

Leave your account untouched, and you run the risk of paying to put your ads in front of frenzied searchers who either won’t click them (which will destroy your expected click-through rate and, as a result, diminish your Quality Scores) or, worse, will click but with zero intention of hiring you to help them out come April.

from Wordstream Blog Feed

How LinkedIn Can Help with Your Online Branding

How LinkedIn Can Help with Your Online Branding written by Guest Post read more at Duct Tape Marketing

Every business wants to be seen. In this day and age, the best way to get noticed is online, especially through social media. Your online branding is important because it dictates who you are and what you do, and it’s the first thing any potential client will notice.

Facebook, Twitter, Instagram, Google+, and LinkedIn are the main social media platforms, but the latter – LinkedIn – is one of the best forms of social media businesses can use to, not only to network with like-minded business people but also to help with their online branding as well.

There are a variety of ways social media can benefit businesses, but why LinkedIn? This is because it is considered business social media, which allows businesses to interact professionally online. And to stand out, you must craft a profile that stands out.

LinkedIn is based on business connections. All of the connections you have are considered 1st level connections. Anyone connected to them is 2nd level and then connected to them are 3rd level connections. This shows how wide-ranging this social media platform is, and the opportunities are endless.

What is LinkedIn?

LinkedIn is the number one business social media platform, with over 500 million members worldwide. It is considered a professional tool used by many companies in a variety of sectors. It essentially exists to look like an online CV or resumé, which allows professionals to seek out new opportunities.

But it’s also beneficial to companies, not just as a recruitment tool, but to exist solely as a brand on the social media platform. A profile consists of several scripts (summary, experience, education, etc.) and the written content in each one can reflect the business as well as the individual.

As a member on LinkedIn, you can make connections with your connections (i.e., 1st, 2nd, 3rd level connections), and search for people who work in a sector you may be interested in. Mainly used for professional networking, LinkedIn allows professionals from any sector to find potential employees or potential business clients.

Who Uses LinkedIn?

It’s used by everyone and anyone in business who wants to be seen online and make strong business connections. With over 500 million people signed up, as of 2017, and 80% of B2B leads come from LinkedIn (statistic: LinkedIn, 2017), it has become the platform for professional business networking.

I’ve personally leveraged LinkedIn as a professional writer with the expert business growth consultant, Dr. Mark D. Yates. I’ve written content for businesses from multiple sectors. These could be digital signage, stud welding, lifts, scuba diving equipment, or polyurethane flooring. Because there’s such a variety of businesses to write for, there’s a variety of potential for anyone looking to promote, sell, or look for new clients.

The top 5 industries on LinkedIn are Finance, Medical, Educational, High-Tech, and Manufacturing, and 48% of all LinkedIn members use it at least once a day. (Statistic: SlideShare, 2016). Therefore, plenty of business owners, managing directors, CEOs, etc., can be found networking on this business social media platform, so your online branding is important.

Your Online Branding

Your online branding starts with visibility. How you look, or how you appear to others online. Using LinkedIn for your online branding is essential to be seen by professionals, or by people whom you want to see you.

When using social media for online branding, you should be doing this for the promotion of your company’s brand and yourself as a brand. It’s all about identity – Who are you? What do you do? and Why should I like you?

In doing this, it’s all about optimising your LinkedIn profile with professionally written, SEO-rich content, that reflects the individual as well as referencing the company at the same time. Having that personal touch instigates the emotional side of the brand, as it moves away from a faceless, corporate entity.

Social media marketing has made it essential now for businesses to have a personal touch to their visibility. Because the individual LinkedIn profile relates to an individual employee, it puts a friendly face on the company and makes it much more personal, too.

The things you can do on LinkedIn for your online branding are:

  • Optimise your profile
  • Make connections
  • Post consistent, quality content

LinkedIn is seen as the social media platform where businesses and professionals can network freely without having to travel anywhere. LinkedIn can help with your online branding primarily through visibility and recognition in a place where your reputation is at home with other like-minded businesspeople.

The Benefits

There are plenty of benefits to having LinkedIn help with your online branding. It’s a powerful sales, marketing, and branding asset that can result in exponential business growth and profit. LinkedIn can help with your online branding because it’s an effective tool for brand awareness and brand promotion.

The more visibility you and your company have on LinkedIn, the more people will know who you are and the positive impact you can have on their working lives. More connections mean more money. This is because the more businesspeople you network with online, the more likely you are to generate leads.

Lead generation can be turned around into potential clients and business, and it’s from this where businesses progress, move forward and achieve the success they set out to achieve. Businesses can gain quality leads simply through networking with other businesses online.

Businesses can network on LinkedIn’s Homepage, or ‘news feed’, or they can network to specific companies/sectors through LinkedIn groups. You can use LinkedIn to generate leads in three simple steps:

  • Become a group member
  • Create a piece of relevant content
  • Share the content in the group

So, get a professional-looking, well-written profile with a quality photo; network with your connections and on groups; share content consistently; and interact with people to show, not just what you sell, but who you are as a brand.

About the Author

Michael HollowayMichael Holloway is the Lead Writer at FBI Consultancy Ltd. He is a professional writer and author. His website is and his company website is If you need to retain an interim director, business troubleshooter, business growth consultant, or LinkedIn consultancy, contact us on (+44) 0151 647 1716

from Duct Tape Marketing

Thursday, November 16, 2017

9 Ways to Lower Your Facebook Ad Costs

Facebook is a compelling platform for advertisers for many reasons, including powerful targeting options and affordable costs, among others.

Your Facebook ad costs, of course, will vary based on a number of factors, including your audience, industry, goals, and optimization settings.

Facebook ad costs cost per action graph

Average cost per action on Facebook

However, Dan Rohsler, social account manager at digital agency Power Digital Marketing, said it is common to expect cost per thousand impressions (CPMs) to vary between $5 and $10 and cost per click (CPC) to come in below $2.

Likewise, Kevin Miller, director of growth at home-buying app Open Listings, said a safe average cost per click on Facebook for most businesses is $1.50. And Peter Messmer, director of growth and strategy at conversion optimization platform AddShoppers, said CPC costs for retargeting are typically in the $0.75 to $1.25 range, with cost per acquisition (CPA) costs for retargeting in the $5 to $10 range.

These costs are competitive and well within reach of smaller businesses.

With that in mind, here’s a look at nine actionable steps your brand can take to save money on Facebook ads and come in below average.

1. Target a more specific audience.

Per Ben Cook, marketing director of social media agency JC Social Media, advertisers should be as precise with their criteria as possible when specifying audiences.

“By narrowing your target audience, you can drastically reduce the competition from other brands running ads to a similar audience,” he said. “Remember you are in a bidding war with hundreds of other brands – only bid on who you really want to reach.”

Cook said this means marketers increase the odds that their promoted content will resonate closely with target individuals.

“It means you can tailor ads to appeal to people in a specific demographic, geographical area and set of interests, giving you the best chance of gaining clicks and generating traction,” he added.

Facebook ad costs targeting parameters

That was the case with children’s book brand Clever Tykes, which worked with JC Social Media to target mothers of children ages six to nine and who were also self-employed or business owners, rather than simply targeting parents with children ages six to nine. (Cook co-founded Clever Tykes.)

“When targeting a broader audience, we achieved good reach metrics, but click-through rates and conversion rates were low,” Cook said. “It was only once we refined the targeted audience to those who were perfect for the brand did conversions improve. When the content, tone of voice, and actual product resonated with the target audience, all of the key metrics improved.”

That’s likely in part because the inventory is low and ad cost is high when you go after an audience that many other advertisers want, said Timothy Masek, senior growth strategist at growth marketing agency Ladder Digital.

“If instead you target a segment where there are less advertisers competing for ad space – for example, in international markets – then your ad cost will be cheaper,” he added.

Masek also noted that Facebook charges more or less depending on the relevancy of your ads.

Facebook ad costs relevance score concept

“In an effort to reward advertisers for adding value to the Facebook user, Facebook will decrease your [ad] cost if your content is relevant to your target segment,” he said. “This relevance is quantified by Facebook's quality score.” 

2. Use bid caps.

Katy Lowe, social media executive at digital marketing agency Passion Digital, on the other hand, said the more granular you go with audience targeting, the more expensive results tend to be, as Facebook is offering a tool to reach your most valuable audience, and it’s in its own interest to charge more.

Lowe said Passion Digital manages this for its clients by using rules and bid caps, especially for app installs, based on the lifetime value of an individual lead or sale.

3. Look for audience overlap.

In addition, Phillip Reinhardt, CEO and cofounder of digital marketing agency PBJ Marketing, said to use the Facebook Audience Overlap tool to see if audiences are overlapping significantly – and, if they are, to choose the audience that is most relevant to your marketing goals.

“If they have some overlaps, mutually exclude those audiences to avoid bidding against yourself,” he added.

This is what PBJ Marketing did for the University of Maryland’s Master of Professional Studies in Technology Entrepreneurship program, which seeks part-time students and was targeting entrepreneurs and startup founders in the US.

“After creating two separate audiences for people living in the United States interested in ‘Entrepreneurship’ and ‘Startup Company,’ we quickly ran an audience overlap check on Facebook,” Reinhardt said.

Facebook ad costs audience overlap tool

“As we can see, nearly 50% of the ‘Startup Company’ audience is also interested in ‘Entrepreneurship,’” he said. “If we set up a campaign targeting these two audiences in separate ad sets without any audience exclusion and pay – let us suppose – $0.10 per click, we could waste up to $220,050 in the ad auction by bidding against ourselves.”

Instead, he excluded the interest in entrepreneurship in the startup company audience and vice versa, and ran the overlap tool again and got 0%.

Facebook ad costs audience overlap excluded results

This is important because if there is a high percentage of overlap, you are essentially bidding against yourself in the Facebook auction in order to serve ads to the same people.

“You are not only advertising to the same person more than once, but you’re also paying more to serve ads to that person because of internal competition,” Reinhardt said.

In addition, having low – or no – overlap also allows you to better A/B test the different audiences you are using and customize your bids based on each audience's ROI.

“For low intention audiences, we bid lower,” Reinhardt said. “For remarketing audiences or converters, we bid higher. This way, we can make sure we are not wasting money on people who are not as interested in us.”

As for those who are interested in both, Reinhardt said to create a dedicated audience that satisfies both criteria:

Facebook ad costs detailed targeting options

“Now if we run the audience overview tool one last time for all three audiences, we will have a perfectly segmented group of audiences,” he added.

Facebook ad costs selected audiences overlap tool

4. Set up your Facebook Pixel.

Morgan McGregor, photography and online content specialist at social media marketing firm Hyped, said her biggest tip is to set up your Facebook Pixel, which is a few lines of code you insert into your website to track conversions and access data about your clients.

“It can not only track who your clients and visitors are right down to their Facebook page, but it also collects data such as: What are they interested in? Where do they live? How many kids do they have? How much money do they earn? What things have they bought recently? What is their average purchase price? Are they going on holiday soon?” McGregor said.

It can get very detailed, which means marketers are able to target people who are in a position to start purchasing their products.

“You can not only retarget people who have gone on your website, you can even target down to what actions they've taken, such as people who added to their cart but never completed their purchases,” she said.

Setting up a Facebook Pixel also means brands can track which ads are performing best and yield more sales, which means they can really start putting money where it counts.

“It also allows you to create dynamic sales funnels [for Top Of Funnel, Middle Of Funnel and Bottom Of Funnel] that can last forever and bring you sales while you sleep – that's the lifestyle we all dream of,” McGregor added.

Facebook ad costs dynamic sales funnels

5. Test different creative.

Cook also recommended testing your Facebook creative to see which executions resonate most.

“Facebook ad sets enable you to run multiple ads concurrently with the same budget,” he said. “Even if you know your audience inside out, tiny nuances in the image chosen, the copy and the call to action can make a large difference in the results over time.”

He continued: “By using different combinations of text and images, you’ll be able to spot trends in the adverts' performances. Take the best elements from the better performing ads and drop the worst. This data-driven ad crafting is the best way to get the best value from your ads budget.”

Facebook Ads coach Monica Louie said she typically starts with testing the image in the Facebook ad, followed by headline and ad copy.

“It's fascinating how just changing the image can have a dramatic effect on the costs,” she said. “All of these are done in this specific order to keep costs down and increase conversions.”

Even small improvements in click-through rate and conversion rate can make a huge difference to ROI in the long term. The following ad sets are from a B2B client whose CPC JC Social Media reduced by using this testing method.

Facebook ad costs per link chart

High cost per click

Facebook ad costs low cost per click

Low cost per click

6. Tap into retargeting segments.

Messmer highly recommended segmenting website visitors by engagement levels to create better retargeting segments in Facebook.

“We use a custom retargeting algorithm that automatically sorts your website visitors into low, medium and high engagement groups, and that audience pushes to any ad network,” he added.

Facebook ad costs retargeting audience segments

Jason Parks, president of digital marketing agency The Media Captain, also said he runs dynamic retargeting and retargeting advertisements to generate sales at a cheap cost per acquisition on Facebook.

Check out WordStream’s complete guide to Facebook remarketing here.

7. Target fans separately.

In addition, Reinhardt said to segment consumers who are connected to your Facebook page and save them as an independent fan audience and build dedicated campaigns for them. Meanwhile, also exclude existing Facebook fans in other audiences. The same could be done for website visitors and converters.

That’s because Facebook fans are typically the best-performing audiences in terms of engagement rate and conversion rate, he said.

Facebook ad costs fan stats

“We want to ensure that all the Facebook fans are reached and the best way to do it is to create a separate audience for Facebook fans,” he added.

For example, for a nonprofit client, Reinhardt said he ran a fundraising campaign and the segmented Facebook fan audience had a cost per conversion of $1.16 and a ROAS of $56.58. The interest targeting excluding Facebook fans audience PBJ Marketing used, on the other hand, had a cost per conversion of $98.45 and a ROAS of $2.22.

“During the final stages of the fundraising campaign, we quickly lowered the daily budget and bids for the interest targeting and prioritized on high return audiences,” he said. “A perfectly segmented account allows us to clearly identify where the opportunity is and spend our client's money on the best audiences.”

8. Refresh your creative.

Miller said to refresh your Facebook ad creative every two weeks to avoid ad fatigue.

Jomel Alos, online PR lead and content marketing strategist at digital marketing company Spiralytics, agreed.

“One of the most common problems we see with our clients before they hire us is their failure to refresh their ad visuals,” Alos said. “Once they see that an ad is performing they don't monitor its frequency anymore, which results in ad fatigue, or the point when the audience is already too familiar with the ad.” This causes ad performance to drop off precipitously.

Alos pointed to a case study with what he called a healthy campaign with consistent CPC/CTR/CR and CPL for the first six days. On day seven, however, CPC and CPL started to increase, as everyone targeted had seen the ad four times on average. And as fewer users click on your ad, Facebook starts to lose money and must decide whether to stop showing your ad or to charge you more, Spiralytics noted in a blog post.

To prevent this, advertisers should report on ad-level conversion metrics daily. And, Spiralytics said, after a few ads run, you’ll get a feel for your range of impressions/person for where the ad will fatigue, and you can indicate this metric in your reports and pause ads as they approach the fatigue point.

9. Take advantage of video.

Damon Gochneaur, founder and managing partner of digital marketing firm Aspiro Agency, said his #1 tip for reducing the cost of advertising on Facebook is to use video anywhere you can.

“Video is on average 10% of the cost of carousel or single image ads,” he said. “We pay on average anywhere from $0.15 to $0.50 per click on video campaigns, with single image ads in the $2.00 and higher CPC, for the same audience.”

Lowe agreed: Facebook values video content in ads because it gives videos bigger impression share and therefore cheaper CPC.

“For smaller clients without budgets to produce dedicated video ads for campaigns, we often use Facebook’s own in-platform tools to create slideshows of product or service imagery, which can be downloaded as video content in the ideal spec for Facebook video ads,” she added.

For more help, check out our comprehensive guide to online advertising costs.

from Wordstream Blog Feed

How to Use Email Marketing to Build Brand Awareness

How to Use Email Marketing to Build Brand Awareness written by Guest Post read more at Duct Tape Marketing

Employing an effective email marketing strategy is an essential tool for building up brand awareness.

Many online businesses tend to view email marketing solely in terms of sales.

However, building strong relationships with an email list is one of the best marketing strategies for increasing sales performance and strengthening the position of a company.

When employed well, email marketing can:

  • Foster serious customer loyalty by creating direct links with consumers
  • Leverage ROI of any marketing campaign
  • Establish a brand as a reliable reference point for consumers
  • Decrease email list unsubscribe rates

In short, email marketing provides one of the most powerful tools for encouraging long-term habitual interactions with a brand.

In this article, we will take a look some highly effective methods for reinforcing brand awareness using email marketing.

These are tried and tested methods for creating trust and authority and building email marketing campaigns that really add value to consumers’ lives.

What’s great is that you can begin using these methods in your email marketing strategy right away!

Why Email Marketing Is Essential for Building Brand Awareness

Email marketing is one of the most cost-effective marketing mediums.

It provides businesses with the opportunity to target customers in the place they visit every day – their inbox.

When a user subscribes to an email list he or she has shown a desire to engage with a brand.

This makes them a highly valuable lead and the research backs it up:

  • 66% of customers make a purchase as a result of an email marketing message – Digital Marketing Association
  • Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers – McKinsey
  • Email marketing yields an average ROI of $38 for every $1 spent – Email Monday

Why is this so?

Because email offers brands the chance to reach loyal customers regularly and directly.

Of course, developing brand awareness among other marketing channels, such as social media and SEO, is important.

However, the fact is that none of the other mediums provide the direct, consistent interactions that email does.

Simply put, it is the most important component to any brand awareness building strategy.

 5 Techniques For Developing Brand Awareness in Email Marketing Campaigns

#1 – Personality and Tone of Voice

Should a brand be serious or friendly? Scientific or colloquial?

The personality of a brand’s marketing communication should be consistent with all points of contact with the consumer.

By keeping to a tone that is representative of its values a brand will instill confidence and reliability in the eyes of their customers.

#2 – Email Campaign Template

Humans are pattern-seeking mammals.

It is precisely this need for pattern recognition that forms the foundation for solid brand awareness.

The easiest way to establish this is with an HTML email template that is in line with the company’s objectives.

It is important to consider the following:

  • Do the fonts, colors, call to action and layout match those of the business?
  • Is the logo being used correctly?
  • Are the company details clearly displayed?
  • Does the email message contain a personal signature or the company name?

Email marketing templates are an opportunity to reinforce brand recognition.

Making an email instantly recognizable will encourage consumer confidence.

#3 – Make Sure That Your Email Campaign Converts

Typically email newsletters that contain graphics tend to perform better than the text-only transactional type.

In addition, users are more likely to open messages from brands they recognize. So be sure to include the company logo.

A compelling image in the top area of the email is one of the best ways to get a brand’s message across and will often determine if the email gets read or deleted.

Don’t forget to include just one “call to action” so that the receiver knows exactly what to do.

A further tip would be to split test all email campaigns. A split test could include testing a different “call to action,” graphic or layout.

The important point is to always optimise the weaker performing campaign to push up those conversion rates.

#4 – Send Out A Welcome Email

The Welcome Email is a great chance to set the tone for all future email correspondence.

Amazingly, there are still many online businesses that don’t use it.

The first few emails are typically the ones in the follow-up series that get the highest open rates – so why not make use of them?

Informing the newly subscribed user what to expect from future email correspondence will make a brand feel much more personal.

To really make a subscriber feel worth something it could be a personal note from the CEO.

You could also offer them a chance to choose the volume of email correspondence they would like to receive (weekly, monthly, etc.).

This would let the customer feel not only that they were more involved but also that they are not about to get bombarded by emails that they are not likely to engage with.

The email could contain a selection of links to choose from and then transfer the subscriber to different lists or add tags based on the links that they click.

From a marketing perspective using an email message to segment users in this way can present many opportunities for email personalization further down the line.

#5 – Create a Matching Landing Page

The email marketing sales funnel is not complete without a landing page that’s customised to match the email template.

From the customer’s perspective there is nothing worse than being presented with a scintillating offer, eagerly clicking on the “call to action” in the hope of redeeming the offer, only to be directed to a landing page where it’s hard to find the offer or worse still one that doesn’t contain the offer at all.

Keep it simple.

If the email and landing page is asking for the customer to carry out a specific task, make sure that they know what that task is and that they are able to perform it.

#6 – Avoid Continuous Sales Pitches

Email campaigns are a simple way to communicate that a brand is an authority in their niche.

A brand that is only interested in sales will find that their email drop off rate is high.

The best way to ensure that customers remain loyal and will bring repeat custom is to offer solutions to problems that they are facing.

By offering solution-focused email content customers will not only remain engaged with the brand but will be eagerly awaiting the next email follow up.

The sales will come later.

#7 – Send Emails Regularly

We spoke earlier about being consistent with branding and tone.

Make sure that you are also consistent with sending.

For example, don’t bombard subscribers with 10 emails in one month only to send them 1 the following month.

Remember to create a scenario where they are looking forward to a message from you.

This way you keep them interested and keep the trust alive!

#8 – Segment and Personalize

Any company not working on list segmentation and deeper personalization are missing out on a method for solidifying brand awareness.

Segmenting an email list into highly targeted micro-segments allows for more customer targeted product marketing.

Consider that your business is a Day Trading Portal that caters to traders of all levels.

By creating segmented lists of say, beginner, intermediate and advanced traders you now have the opportunity to target each trading group personally.

Rather than alienate beginner traders by sending them advanced trading material the business has the opportunity to nurture the customer by way of beginner trading tutorials, tips, and strategies.

Similarly, the more advanced traders can be kept engaged with updates about various trading platforms, specific trading events, and more advanced investment strategies.

Email marketers interested in optimizing conversion rates have identified personalization and segmentation as conversion stimuli in email content for some time now.

The benefits for brand awareness include minimizing the unopened email rates, decreasing email list subscriber drop off and fostering confidence in the customer that the brand really understands what each individual customer needs.


 The key to developing brand awareness through email marketing lies with consistency, providing solution-focused content, personalization, and highly optimised campaigns.

A well thought out email campaign can run for many months and keep customers coming back for repeat visits and repeat conversions.

If you’re not employing your email marketing strategy to its full potential it’s time to get to work on content and mailers and start thinking about how to keep those customers coming back.

Never before has there been a greater medium for keeping customers engaged!

About the Author

Simon James Simon James is a Marketing Consultant. He owns a Marketing Agency and Hosting Company. In addition, he runs the blog AffexPro, a tech blog focusing on Hosting, Email Marketing, Affiliate Marketing and SEO.

from Duct Tape Marketing

Want to Be Like Amazon?

Want to Be Like Amazon? written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Bryan Eisenberg
Podcast Transcript

C’mon, how are you going to be like Amazon – I mean, why would you want to?

Here’s the thing most don’t realize about Amazon – they do so many things like a small business that they are actually more nimble than much smaller organizations and they can teach small business a ton.

Amazon gets continuous optimization better than anyone and continuous optimization is a by-product of caring about your customer.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Bryan Eisenberg. He is a long-time featured keynote speaker for many things including SEO and conversion rate optimization and is the author of many books including his newest release, Be Like Amazon.  He and I discuss, you guessed it, how to be like Amazon, even if you run a small business.

Eisenberg is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?”, “Always Be Testing” and “Buyer Legends.”. He is an internationally recognized authority and pioneer in online marketing, improving conversion rates, persuasive content and persona marketing, and helping organizations improve their customer experiences.

Questions I ask Bryan Eisenberg:

  • How does Amazon do such a good job at understanding what customers want?
  • What are the four pillars of success?
  • How can people take the four pillars of success and apply them to their business?

What you’ll learn if you give a listen:

  • How to be fearless like Amazon
  • What you can learn about management from Amazon
  • Why optimization starts with caring

Key takeaways from the episode and more about Bryan Eisenberg:

Are you an independent marketing consultant or an agency owner? If so, you may want to check out the Duct Tape Marketing Consultant Network. It is a growing group of independent marketing consultants and agencies that are partnering and collaborating using the Duct Tape Marketing tools, and really scaling their businesses. Check it out at

from Duct Tape Marketing