The ROI on email marketing is high than any social media platform. It has the best return for each $1 spent and you own the list rather than renting it.
As you will have noticed in 2016, organic reach is near zero on Facebook as they want you to pay to play. If you are a savvy business owner you will have been utilising social media to get people on to your email list.
By building a relationship with your audience and being consistent you will have created a money-making list. The small businesses that are killing it with email marketing are the ones that learn, test and adapt regularly.
They create an email marketing system that works for them to create and distribute awesome content to their list and keep to their regular routine.
How would you like to create the perfect email marketing system for your business?
I know you are busy and time is money, so without further ado let’s get started.
Create a Habit
We know that business live or die by their daily habits. You have to show up every day to be top of mind and make a difference to people’s lives. If you like money you should be emailing your list at least once per week.
If you don’t have time, in basic terms you need to make time.
You could start with once per week, providing a newsletter or roundup type email that gives the reader the best content from the week. Then you can build up to twice per week up to daily emails.
So how do you create this habit? You time block obviously!
You can create a lot in 30 minutes twice per week once you have your systems in place.
Mondays – Plan content and research topics
Tuesday – Write 2-3 emails
Thursday – Write 2-3 emails
Sunday – Track open and click through rates (monthly)
Create Your Content Hub
As part of your social media systemisation we create a hub of relevant content that you can access quickly and easily at any time. Perhaps you are on the train and an amazing idea comes to you, you have to have a system in place otherwise you may lose the idea forever.
Having a hub where all your ideas, 3rd party content and past articles you will never be short of ideas. You can also use a range of tools to make content curation and creation even easier.
Some tools I use on a bi-weekly basis to see what’s popular are
Buzzsumo – a content discovery tool which shows you the most popular content by topic.
Nuzzle – this tool analyses content that has been shared by your connections on Twitter and Facebook.
Twitter and Facebook Trending – you can easily create popular content using trending topics which are relevant to your audience.
Twitter and Facebook Lists – you can create a newsfeed which is filled with relevant content shared by industry influencers which is highly targeted for your audience.
If you need some help thinking of killer content ideas check out this blog which talks you through the systems I use >> https://kellymariewest.com/killer-content/
Decide your Ratio and Schedule
So now you have your hub which is jam packed with ideas of what to post. Now you need to create a constant schedule so you know when you are posting what.
There are a few ways you can do this but ultimately you have to do what works for you best.
There are a few types of emails:
- Promotional emails
- Interesting stories
- Round Up emails
- Testimonial emails
- Lists / How to emails
- Advice giving emails
I would go for the 10% promotional posts, 50% unique content (yours) 40% 3rd party content. Depending on how often you post whole determine how often you post what.
You can have set theme days too if you prefer.
Friday Round Up
Your audience doesn’t have to know the themes of the day, its to make your life easier. If I say create a months worth of content ideas you will probably draw a blank.
What if I say create 4 x motivational posts, 4 x tips for your audience, 4 x nuggets of wisdom, 4 x testimonials, 4 round ups of your content and other people’s.
Now that sounds more manageable right?
Analyse Your Numbers
You should know a lot of your business figures off the top of your head. If you don’t you should be able to easily access them.
Do you know how many people subscribe to your list daily, weekly and monthly on average?
Do you know how many people on average unsubscribe on a daily, weekly and monthly basis?
Do you know what your open rate is, your click through rate and how can you improve these?
If you don’t know your numbers you cannot improve on them. Just a 1% increase at each stage can make a big different to your overall bottom line.
If you have no clue where to start with your numbers, don’t fret I used to be like that too. You can only ‘wing’ it for so long though, becoming a proper business owner means knowing your numbers. Once you know what you are looking for it’s very easy!
If you are completely stuck email me at Kelly@kellymariewest.com with the subject line: What are my numbers?
So if you are ready to get serious with your email marketing here are you top takeaway points:
- Create your habits for creating, research and scheduling intent
- Have a content hub for ideas and inspiration
- Commit to your schedule and themes
- Plan your content in advance
- Analyse your numbers regularly
Online marketing is constantly changing and we as business owners need to evolve with it.
There is no point getting upset that Facebook reach has dramatically dropped. Make it your mission to get ahead of the curve and learn what the best marketing strategies for 2017 so you can hit the ground running.
If you are serious about growing your business then you need to have the right tools in place to scale in 2017.
Streamline Your Efforts
You may be trying your hardest to be everywhere but with little or no impact. It is important to have an online presence but this should not mean you spread yourself to thin.
Measure which social media platforms are performing best for you and run with it. So if your LinkedIn is a ghost town but your Instagram is booming with engagement, where should you spend more time?
Don’t be scared to close down a platform if it isn’t performing, it means you can spend your valuable time getting a return on your most precious investment (time).
Pro Tip: I often repurpose content that I have written for my best platform to other platforms so it’s not much extra work.
Optimise Your Channels
This is crucial to be found. You need to make sure that your ideal client finds you as easily as possible. Each platform has different requirements and rules to follow, so make sure you swat op on the best profiles and how you can emulate it.
There are some basic tips like using grey words that your client would be searching for and amending your URL to your business or brand name.
Having a consistent look and feel between your platforms is important, however they need to be adapted as necessary to the individual platforms.
Stand out from the Crowd
You will probably have noticed that there is a massive trend of Facebook Live broadcasts taking over Facebook. For me if you are not utilising Facebook Live you don’t really want it. It is the BEST free social media strategy available to you.
If you want to succeed in business you need to take note of trends and decide whether you are going to take advantage of it and add it to your social media strategy. You will see that early adopters usually do well, aim to create fun, shareable and unique content.
There is a new trend emerging which is chatbots for customer interaction, it would be a good idea to learn about this feature and see whether it’s something your business would benefit from.
Develop Your Winning Content Strategy
I already have my first quarters content planned in. The best way to make sure you get ahead is to plan it that way. Most businesses are winging it and are being reactive rather than strategic.
By being consistent and strategic you will have the best results. You can start with planning a month in advance and work up to a quarter.
I use a spreadsheet for my content planning, it is filled with themed and topical content according to the time of year. There are also gaps so that I can make the most of relevant trending subjects.
By creating a strategy you will feel less overwhelmed and will not procrastinate about scheduling your awesome content.
Check out this blog about creating killer content here >>
Leverage Your Social Media
Social media is fabulous. It means you have the ability to create and build relationships with people all over the world . Social media levels the playing field and means that it is not just big brands that an make an impact.
The problem with social media is that you don not own it. One day you can go to log-in and your Facebook page has been completely shut down or you can be stopped from contacting people if they feel you are being ‘spammy’.
The best thing you can do is get people off your social media and onto your email list. That way you can develop your online relationship further and you can take them through the client journey.
Creating an email strategy that is inline with your social media strategy will mean that your ideal client will like the content as it is similar.
Key Points from this Blog
If you want to ensure your success in 2017 follow these tips:
– Pick the platforms that are performing
– Optimise your social media to rank high on searches
– Stand out from the crowd and don’t be afraid to try something new
– Have a plan to follow
– Leverage your Social Media to something you own (Email Marketing etc)
What was the main point you took away from this blog?
I would love to hear your thoughts!
It’s no secret that Facebook wants us to pay to play but what if you haven’t got the budget?
Do you check your insights and get depressed with the virtually non-existent reach?
The quickest and easiest way to boost your reach on Facebook reach is videos.
The Facebook algorithm loves videos so it would be daft to ignore that fact. Another thing the algorithm can’t resist is consistency.
So show up daily and post a video and Facebook will reward you with tonnes of reach. It doesn’t have the be an amazing production with special lighting and a director. An iPhone face to camera video which gives some helpful advice, your opinion or a demonstration is ideal.
Even better than a video a Facebook Live broadcast, it’s like video on speed for reach! Facebook Live is the fastest way to build like know, and trust with your audience.
It is a huge opportunity to get in front of your audience without having to pay for it. The longer your host your broadcast the more reach you get, then the more interaction and engagement you have Facebook boosts it even further.
If you don’t want to make money and grow your business avoid Facebook live like the plague.
However if like me you want to grow your business and serve more people, then videos and broadcasting is a must.
Why does it work so well?
They can see the real you and can make eye contact. They can hear the tone in your voice, see you smiling and read your body language.
Where do you start?
You just start! Don’t put it off and plan the heck out of it! You’ll be scared at first but each time you do it it’ll get easier.
Remember to be you! People will soon see if you’re putting an act on some race the fear and be yourself.
It’s not about you. It’s about your audience, if you just help one person it’s worth it! Visualise someone you can hero and focus as if you’re speaking to them.
As Mary said once ” I will not allow my jkfdjfakaljflwa to blafdkfljdakfl in the Freedym Academy presentation
How do I do it?
- Have a checklist
- Do a few dry runs first (privately on your personal profile works well)
- Don’t follow a script
- Have your key points and your core message to hand
- Remember to ask questions and say hi to people
- Practice make perfect
- Ask for some love! You’ll get a boost
- Give give give!
- Don’t worry, just be you
- End with a call to action
What can I broadcast about?
This is the fun part!
Coming up your content strategy.
First, you have to decide whether you’re going to post daily shorter videos or weekly longer ones or a mixture of both. The subject will more than likely depend on the length of your broadcasts.
Write down your core pililars of your business, what your business covers etc. So for me, it would be productivity, systems, time management, planning and organisations, then for each subject come up with 4 topics you could talk about. If you want some extra help check out my blog on killer content ideas here >>
There are several different types of broadcasts you can do and it’s great for demonstrations if you’re a personal trainer or a hairdresser.
Here are some ideas for some inspiration for you:
- Behind the scenes
- Exercise demonstrations
- Presentation using desktop (webinar style)
- Presentation using whiteboard
- Face to camera with advice
- Interview style
- A day in the life of
- Working with clients
- Q and A sessions
If you would like my step by step system for every time you GO LIVE!
You will have the exact formula that you need for the perfect live broadcast.
To download please go here click the image below!
Click me to download your Facebook Live System!
LinkedIn is a hidden treasure chest of leads and connections that are waiting to be made.
People that are on LinkedIn are usually employed or looking for employment. They are businesslike and professional.
This isn’t somewhere to share your favourite memes or cats skateboarding down a hill, no matter how tempting it is.
Think about the audience on LinkedIn, they are not there to joke or chat meaninglessly, they want to learn and be around people that know what they’re talking about.
Just because the content is a little more serious, that doesn’t mean you can get away with boring.
So how do you create awesome content that people want to read and share with their connections?
You need an Attention Grabbing Headline
We all know that your headline makes or breaks you when sending an email it’s similar with LinkedIn. You need a title that inspires curiosity and intrigue and give them the ultimate fear, the fear of missing out.
Coming up with a killer title does give you permission to use your poetic licence but make sure you don’t take the biscuit. And if you wow them with the title and your content lets them down they definitely will not come back.
It is said that for however long it takes you to write your blog it should take at least the same amount of time to come up with the best title.
Top Tip: Write down 20 titles, the last one might be diabolical or it could be dynamite! Then use co-schedule headlines analyser to get the best score with your chosen title.
There are tonnes of people that do exactly what you do. Sorry to break it to you, but there are literally so many people that can offer what you do. However, there is only one you!
So be yourself and bring you to the table and NO ONE can deliver that. For me I am an organisation freak that loves to get things done in the most efficiently way possible. My husband says it’s laziness whereas I prefer to call being effective.
I draw from my background of being a military brat and then I married an airman too. I like the regimented way that things have to be done a set way and that every day can be different but you know exactly what is expected of you.
My no nonsense, straight talking approach means you’ll either love me or hate me. So what makes you unique? Make sure that comes across in your communications and you will not waste time attracting people that are not your ideal client.
Know Your Audience
In my Social Media Systemisation we spend a whole week on this. It is THAT important. If you don’t know exactly who you’re trying to help how will they anyone know you you’re talking to.
You can have several niches yes, however you need to be specific about who you’re talking to as their needs will be completely different.
Creating a customer profile will aid you in your content creation and selling. When you use language that they do and speak about their exact struggles and problems they will soon listen.
In basic terms you need to know what problem you solve and who you solve it for. Deep dive into the type of person that will need this solution and why they needed it and what other interests they may have and what keeps them up at night.
Write Like You Talk
This is a game changer and actually makes your job easier. So instead of making sure that your content is grammarly perfect and makes you sound super intelligent think is that really you?
I talk to you as if you were in front of me, I don’t use long words and my grammar can be terrible. I do try and spell as best I can but I am human after all.
By typing like you talk you are more authentic and people will build a stronger bond with you. I like to imagine I’m talking to a particular client and that makes it even easier.
Your brain is literally full of information that can help your audience, so get it out there and help them. It’s a crying shame if you keep it to yourself
Top Tip: Type like your life depended on it! I mean type as fast as you can, think less and type more. The more you do this the more natural you will sound (and more typos too).
Pull on the Heartstrings
This might seem a little conniving but it’s not meant in that way. When you understand your audience you will know exactly what ticks them off and makes them want to cry.
So talk to them about it and how you overcome these things and give them solutions. In this instance, I know most business owners haven’t got a clue about what to write and how to get the best out of the content they create.
That is why I am talking about it and giving you my exact formula for when I create content. This means that I am talking directly you and hopefully give you some great ideas and putting you at ease about creating content.
Top Tip: You aim is to evoke emotion so that they take action. You are not trying to make them cry, you want them to understand that you empathise with them.
Don’t post a few statuses, write a few articles and forget about your profile. Have a set frequency for how often you post a status and how many articles you will be posting.
I recommend you post one status each morning at least once and I use Buffer to do this for me. I tend to do a month’s worth of content at once, I would suggest you start with a week and build up to a month. Otherwise it can be quite daunting and we don’t want you overwhelmed so much that you do nothing!
Publishing articles on LinkedIn is another must, you can use content that you have put on your blog or you have emailed to your list. I recommend you blog/write an article weekly but if you’re new to this start with monthly and build up to it or even outsource it if you need.
The fab thing about LinkedIn is that every time you post a status or an article on LinkedIn Pulse) all your connections get a notification! That’s why your headline is so important as you have the opportunity to get your article in front of every single one of your contacts without spending a penny. (see below)
Don’t Forget About Video
You can share video content on LinkedIn just like other platforms which is great news right? So the videos you create for your audience on other platforms, you can share them to LinkedIn too! No extra work just great content going to another audience which is super useful.
Using Buffer makes this even easier for you when you have created one video you can then schedule it to go out on all relevant platforms at your chosen day and time.
All your content should have a purpose. Whether it be a simple status, a well throughout blog post or a quick video tip you want to get your audience off social media and into your sales funnel.
You do this by leaving a Call to Action (CTA) this could be to subscribe to your channel, to download your freebie or just to write a comment.
It needs to be succinct with the content you are providing so it doesn’t stand out like a sore thumb. You want to stand out for the right reasons!
I trust you have read this far and now you’re raring to get on LinkedIn and create loads of awesome content!
I would first start with your strategy. What are you going to post about it, what topics will you discuss and whose third party content will you share. If you need some help with this check out my blog on creating killer content here >> https://kellymariewest.com/killer-content/
Then come up with a schedule, I would start smaller that say you will write a blog weekly and post a status every hour. Firstly people would soon switch off, plus it’s setting yourself up to fail which will make you feel motivated.
I suggest you start with one status per day at 9am and one blog per month. If you haven’t got Buffer, get it. You will thank me – I like wine! Lol
If you would like to take your LinkedIn Content to the next level check out SME who are the authority on all things social media http://www.socialmediaexaminer.com/how-to-maximize-your-content-exposure-on-linkedin/
If you don’t have any systems in place to grow your email list then you are missing out on customers.
Sometimes we focus so much on trying to get new business (converting leads) that we forget to keep getting new people on your list.
This doesn’t need to involve spending lots of money on ads or valuable time spamming people constantly.
By having a variety of ways to injected new blood into your email list you will be able to easily see which ones are most lucrative and put more effort into that system.
Step 1 – The Opt-In for your List
Creating the perfect opt-in. Before you can strategically get people on your list, you need to create the freebie in order to get that all-important email address.
You also need to ensure that it is important enough that they will confirm their email in order to get the freebie so that they can whitelist your emails.
So for those that haven’t created their opt-in, that is where you need to start. If you are struggling for time, see if you can use something that you have already created and package it differently.
Some other quick ideas to get you moving forward could be:
- Record an interview online with an influencer in your business which is of high value to your ideal clients
- Create a how-to video series using screencast to record a voiceover using a slideshare/presentation
- Create a cheat sheet which will be of use to your ideal client so that you are solving a problem for them and saving them time
- Create a video series to help your ideal clients accomplish something with your expert guidance
Step 2 – The Squeeze Page
Without the squeeze page or opt-in page there will be no way for you to systematically grow your list. You could manually add emails to your contacts but you’ll soon lose your mind and it’s not scalable.
The squeeze page is to entice the viewer to want to give their email address in order to receive your irresistible freebie.
There are several places where your opt-in page should be easily findable, for example, on the bottom of your emails, at the end or side bar on blogs and even as a banner on your homepage.
The opt-in is the life blood into your business, without people opting in and getting to know you, it will be harder for you to sale.
What do you need on your squeeze page:
- An attention grabbing headline
- A question that your viewer would say yes to
- Be very specific about the problem you are solving
- Make it visual, have eye-catching images
- Make it clear and easy to follow (Sign up Here by entering your name and email)
- Include a privacy and anti-spam statement
If you want help on how to create the perfect opt-in click here >>
Step 3 – The Opt-In Box
As you will be using a variety of ways to direct traffic to your opt-in, it may not be appropriate for them to see your opt-in page.
So perhaps you want to suggest people that read your blog to opt in to get your newsletter or make sure they don’t miss future emails. This the squeeze page isn’t relevant so you use the opt in box as a mini opt in page.
You need to include:
- An attention grabbing headline
- A benefit driven statement or question
- An image of your freebie
- A reason they should opt in (what problem you solve)
- A call to action
Step 4 – Thank You Page
The thank you page is the perfect opportunity to make an offer to your tripwire, turning a lead into a customer.
They already trust you as they have given you their email, so now it’s time to make an offer that they will find it hard to say no to and very easy to say yes to.
Your thank you page should include the following:
- Thank you message (yes I know but you never know!)
- Tell them any action they need to take (like confirm opt-in via email)
- Make your special offer, this should be a low value offer which is below £10 and fits in with your core offer
- Keep the message simple and short
Step 5- The Welcome Email
This is where you get your ideal client’s attention.
Remember this when writing your welcome email
- Keep it short and sweet
- Thank them for opting in
- Remind them why they opted in
- Tell them what to expect
- Tell them a little bit more about you
Step 6 – Update your Signatures
For very little effort you can have regular subscriptions to your list. You can do this with a well-written email signature which converts into added revenue to your business.
You can use WiseStamp to create an awesome looking signature.
If you often help on forums like Reddit, Quora and such like update your signature o have your new freebie and opt-in page at the bottom.
You can also use your social media to drive people to your list, for instance the bio on your Instagram profile and the website links on other social media platforms.
Step 7 – Drive Traffic from Social Media
You will more than likely favour one social media platform over the others.
I would not suggest your spread yourself too thin but ensure you repurpose content so that if your ideal client using several platforms they can find you and your opt-in.
LinkedIn – Use your summary to offer your irresistible freebie to drive people to your list
Twitter – Create a twitter card and pin it to the top of your profile so new visitors see your opt-in
Facebook – Use your cover picture to drive people to click to download your freebie. Put a link to your opt-in page in the description
Instagram – As previously stated use your bio to get people to link in – you can use stories to drive people to your freebie too
Snapchat – Create fun images or behind the scenes videos with a bitly link to your opt-in
Pinterest – Use the website link to drive people to your opt-in
Again if you want a step by step in-depth how to build your email list visit here >>
Each Friday Kelly publishes a collection of top blogs from the internet which have caught her eye that week.
Topics mainly focus on Business, Health and Working from Home.
How to Train Your Brain for Content Marketing Greatness
At Content Marketing World 2016, I was cheered by the emphasis placed on content quality.
Clearly, “good is no longer good enough.” Less and better are more important than “good.”
If you create content for your business you need to read this blog.
Read more HERE >>
How to Create a Video Sales Funnel With Social Media
Do you use social media to generate revenue?
Want to add video to your marketing plan?
Serving social media video at the proper time can help a person go from lead to customer in a few simple clicks.
To discover how to use social media video to support your sales funnel read more HERE >>
5 Questions You Should Ask Yourself Before Starting a Podcast
Podcasting is a great way to get your message out into the world but it’s also hard work. For every show that’s listened to by millions of people, there are hundreds with an audience consisting of the host and his or her mum.
So before you buy the latest gear, don the headphones, and start sprinting towards your dreams of podcasting glory, it’s important to ask yourself the following questions…
To find out what those questions are click read more HERE >>
5 Facebook Advertising Features You Probably Didn’t Know Existed
Unless you’ve been living under a rock, you’re probably aware that Facebook ads are one of the best marketing tools available to bloggers and business owners.
But whether you’re a complete newbie to Facebook ads or if you’ve been using them for a while, there’s probably still a heap of features that you didn’t even know existed. From cropping images to free stock photos there’s a lot that you can do within the Facebook Ads Manager that will save you time. And if you’re using video (which you should be) then the Ads Manager offers a lot of dynamic options to really make the most of the effort you’ve put into your videos.
So here’s 5 ‘Secret’ features that you should look for in Ads Manager when you’re running your next campaign.
If you want to find more click read more HERE >>