How to Build a High-Converting Email Funnel

Posted by on Aug 17, 2019 in E-mail Marketing |

 Email funnels are essential to your digital marketing strategy. And, they can be among the most effective tools for converting your branding efforts into new sales and retaining clients.   What Is an Email Funnel and How Do You Build One? Put very simply, an email funnel is a chain of automated email messages designed to help you convert leads into clients, and clients into loyal supporters. There are plenty of email marketing platforms available, such as MailChimp or ConvertKit, and each will guide you through the set-up process – so we won’t discuss the technical side here. Instead, let’s focus on the content and sequencing of your mailers. As a guideline, consider the following five levels in your email funnel, through which your audience filters from the first contact to the brand advocate.  High-Level Branding The first stage is the initial communication with the client. You want to provide general brand awareness without pushing for a sale. Offer information about who you are, what you do and the value of your product. Keep it brief and general and, most importantly, do not push for a sale. Personalisation and Targeting The readers that make it through to this level want to know more about what your product can do for them, but still, aren’t quite ready to make a purchase. Accordingly, your communications at this point should provide specific information tailored to their interests. However, you still should not push for the sale. Closing If the prospect has come this far, he or she is more than likely ready to buy. Now you can take their interest and convert it into a sale. Try to pre-empt any questions they may have and insert call-to-action buttons in the mail that will take them to your site and help them complete the purchase. Retention So now you’ve made the sale but you want your clients to come back and buy more. You need content that nurtures your relationship with them, reminds them of the value of your products and fosters a sense of loyalty. Secondary Marketing You can turn your customers into secondary brand marketers by delivering consistent value, offering recommendations, specials, discounts and incentives, and inviting them to write reviews. This deepens your customers’ relationship with you and gives them the platform and the motivation to get the word out, starting the cycle anew. Need help with your email marketing? Then contact WSI OMS today. Please follow and like...

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Mastering Socialese: 5 Tips for Social Media Copywriting

Posted by on Aug 7, 2019 in Copywriting |

Writing good marketing copy for social media platforms is rapidly becoming an art. Added to the existing challenges of copywriting, there are more stringent requirements with regard to grabbing and holding the readers’ attention and saying what you need to say in as few words as possible.  Considering all of this, writing good copy for any and all social media platforms is a bit like learning a new language. It can be a bit intimidating understanding and making yourself understood when mastering a new lingo, but don’t worry. Take these five tips to heart and you’ll be conversing (and selling) in socialese in no time! Arouse Curiosity – Don’t Satisfy It With any social media post, you want to arouse interest and prompt the reader into clicking that link or finding out more about your product in some other way. Ask the question – but don’t answer it. Let your website do that for you. This is not only a more effective marketing strategy, but it also helps you to keep things brief. One way to do this is to focus on the benefits of the product rather than the product itself. Tell readers upfront what your product will do for them, while keeping the details of the product vague. If they want the benefit you offer, they will click to find out more. For example, instead of saying “Car X is a new-generation hybrid that will cut your fuel costs in half,” rather say: “Want to cut your fuel costs in half? Here’s how.” Build Everything around Your USP If you are not able to express your unique special offering (USP) by rote, in a single sentence, then you are likely to have a problem with your marketing strategy in general, let alone with your social media. You need to push your USP in every tweet or post. Regardless of the specifics of your tweet, the USP needs to be immediately discernible at a half-second glance. If it isn’t, users will simply scroll down and you will get lost in their newsfeed. Hone that USP until you can’t any more, then hone a bit more. Then push it consistently throughout the content strategy.  Use Active Voice  Passive verbs have their place in everyday language, but they should be pretty much forbidden in your social media posts. The active voice keeps the message more brief and to the point. Compare the following sentences that say essentially the same thing: “Your life will be changed by this product.” “This product will change your life.” Address, Don’t Broadcast  Speak directly to your reader as if you are having a conversation with him/her alone. Don’t broadcast a general message like you are...

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5 Common Mistakes That Are Killing Your Blog

Posted by on Aug 6, 2019 in Blogging |

Blogging is easy, right? All you have to do is pick a topic, throw together a paragraph or two and the job’s done. Well, that seems to be a common perception – but it’s quite far from the truth. Effective blogging is a specialised marketing skill. A good blog has the potential to make your brand a household name, while a bad one can see you relegated to cyber-obscurity. Fully conscious of the irony in blogging about blogging (call it meta-blogging, if you like), we are going to go through the five most common mistakes that bloggers make, why they should be avoided and how you can steer clear of them.  Formal tone and content A blog needs to be a quick, easy read, written in a conversational tone. If you make it too stiff or fill it with jargon, your readers are likely to click elsewhere before they even get past the first paragraph. Relax, think as if you’re chatting to a friend and then say what you want to say in the simplest, most informative way possible. Too Broad or Vague Topics Nothing annoys a reader more than clicking on a link only to find a blog that doesn’t deliver the information it promises or offers too little substance. This is often the result of a topic that is too broad, tries to cover too much ground or offers only basic, general knowledge on the subject. Once you have chosen your subject, zoom in and pick a very specific aspect of it, then address that with a sharp, narrow focus. Try to ensure that the reader sees your topic from a different angle.  Plagiarism This is probably the most common sin in the blogosphere. Keep your content original, use your own voice and viewpoint and never copy and paste. There are only so many ideas under the sun and it’s often necessary to draw on the ideas of your colleagues, but should you need to do so, make sure you cite your sources clearly. Random Posting No matter how good your blog is, it will have a diminished impact if you just post at random, writing on whatever idea comes to mind and not following a schedule. A reader can spot this randomness a mile away and it flags you as sloppy or unprofessional. Before you start writing, develop a content plan that serves your marketing goals. Then execute that plan according to a carefully drawn-up content calendar.   Not Substantiating Your Argument  Just because a blog is informal, that doesn’t mean that you can make statements without backing them up. It may not be an academic essay, but you still need to show proof for your...

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Why the Future of Digital Marketing is Video Content

Posted by on Jul 19, 2019 in Digital Media Marketing |

If you are anything like most other people, you have probably watched a video in the past few days, if not today. The reason is that the video has become part of the mainstream content on the Internet. Video excites and engages individuals whether they are consuming news, sports, entertainment or branded messages. Videos have the power to engage people, to unite them as well as to educate them. It can even create cultural conversations. Today, savvy digital marketers understand just how crucial it is to use video marketing. In any case, Cisco Systems foresees that video is going to comprise about 82 percent of the traffic on the Internet within the U.S. in some few years to come. So, let us look at why the future in digital marketing is going to be video.    Video Content Increases Conversions and Sales Using video can make you some serious money. When you add a product video on landing pages, it can increase your conversions substantially.  Studies also indicate that 74 percent of people who viewed an explainer-video about one or the other product eventually bought it; this obviously means that videos can directly increase sales. Most of the information that’s transmitted to the brain is visual. If still pictures can enhance engagement, just imagine the power of moving pictures!  According to Wyzowl statistics, about 63 percent of brands are now using video content marketing, and out of those brands, 82 percent feel that video marketing is a very important component of their marketing strategy.    Video Yields Great ROI Businesses that use video content see an increase in return on investment.  Although video production isn’t that easy or cheap, it pays off in a big way when used appropriately. Today, there are many online video editing tools that brands can use to create videos for their brands and products at an affordable price. Your video doesn’t have to be perfect, what matters most is the content in it. Studies show that most users are put off by a video that does not explain a brand, product or service in a clear way.   Videos Build Trust The basis of conversions and sales is trust. However, building trust doesn’t come easily. You need to create long-term relationships with customers. The good news is that content marketing works pretty well in achieving that. You need to stop selling. Rather, allow people to reach out to you because you provide them with useful information.  Today, there is a focus on igniting audiences and not just the content or traffic. Video creates that focus you need, it engages people and ignites their emotions. For example, YouTubers are some of the most powerful and...

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Why Digital Marketing Is Eco-Friendly Marketing

Posted by on Jul 15, 2019 in Digital Media Marketing |

Today’s buyers are much more discerning about the brands they buy from. They want to know that the companies they support don’t harm the environment, that they are invested in social upliftment and that they treat employees and clients well. When it comes to your company’s marketing activities, how often do you take a step back and consider your impact on the planet? Whether you are manufacturing clothes or planting trees, your marketing methods and channels need to have as little effect as possible on Earth’s natural resources. Here are a few reasons why digital marketing is eco-friendly marketing: No Printing From flyers and banners to booklets, calendars and magazines, a lot of traditional marketing methods focused on printing. Not only does this require trees to be chopped down for paper, but you also need ink to print onto the paper and then you need to distribute the materials.  Digital marketing, however, rarely includes any type of printing. Communication is disseminated online without leaving a paper trail that will eventually land up on a landfill. No Carbon Emissions Many times, transporting marketing materials from point A to point B requires a car, truck or plane. These carbon emissions can be added to the carbon footprint of your marketing campaign. With digital marketing, there isn’t any transport involved, which will make your brand greener than your competitors’ who need vehicles to transport their materials. Besides the fact that digital marketing is inherently greener than traditional marketing, it also has more reach, it can be more targeted and the results are much easier to measure. Contact WSI OMS for help with your paid online advertising or digital marketing strategies today. Please follow and like...

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