How To Increase Click-through Rate On Emails

How To Increase Click-through Rate On Emails

Time To Read: 3 minutes

HOW TO INCREASE CLICK-THROUGH RATE ON EMAILS

You may have an email marketing strategy in place, but you may need to make adjustments if your click-through rate is underwhelming. The goal is to have email subscribers click your links; otherwise, it will affect your leads and sales statistics. Here are six ways to go about improving the click-through-rate of your business’ emails.

1. Write Captivating Subject Lines

Your email marketing strategy will come to a halt if you’re not able to get recipients to clink into the email. Just think about how many emails a day you get. Do you honestly read all of your emails? The email subject line determines the way most people choose to open an email. If it’s captivating, it’s opened; if it’s not, it goes in the trash. Write click-worthy subject lines for your emails that will get your audience to click. Make it personal and avoid having it sound like SPAM. Avoid yelling at them with all caps; instead, make the subject line actionable. Make it clear to your recipient what they can do in the email. Aim for the subject line to be 50 characters or less.

2. Make It A Recognizable Sender

Litmus states that 42% of people check out the sender’s name when deciding whether to open an email. If you haven’t met the recipient personally, which is typically the case, consider sending it with the name of their person that is well-known in your business. This would be the unofficial “spokesperson” of your business brand. If not, your business can make it personal by combining the sender’s name with the name of your business.

3. Include Social Sharing Options

According to Econsultancy, emails that include just one social sharing option generated 30% higher click-through rates than emails without any social sharing links. That click-through rate jumped to 55% higher with three or more social sharing options. If you provide information or an offer that your recipient can’t pass up, they will want to share it with their friends and family. Don’t rob them of the opportunity to share and possibly gain a lead.

4. Create Personalized Content

Tailor and personalize the content to the recipients. Your content must be short and sweet to keep from overwhelming them with unnecessary information. Know what part of the buying cycle your recipients are in. Learn the best way to communicate with your target audience depending if they are in the Awareness, Consideration, Decision, or Delight cycle.

5. Make Your Call-To-Action Crystal Clear

Remove distractions from your email. Resist the temptation to offer multiple offers in hopes that the audience will choose something. This creates an overwhelming experience and makes the call-to-action unclear. Think about the email’s objective and write your content around the thing you want your reader to do.

6. Make It Mobile-Optimized

We can’t stress enough how important it is to make your email template mobile-friendly. Seventy million U.S. consumers who access email through their mobile device, 43% check their email on it four or more times a day. The last thing you want is for your email to be designed for desktops and laptops only and have it look unprofessional on a mobile device. Losing credibility will impact your click-through rate.

Bottom Line

Email marketing is effective if you put the right efforts in place. It begins with getting your recipients to open your email with a captivating subject line and making it a recognizable sender. Once the email is open, the recipient will be engaged with personalized content and shareable social options. The way to finalize a click-through email is by making your call-to-action crystal clear. There shouldn’t be any misunderstandings as to what you want them to know or do. Adding these tips to your email marketing strategy will increase your click-through rate.

Prepare Your Business for Black Friday and Cyber Monday

Prepare Your Business for Black Friday and Cyber Monday

Time To Read: 3 minutes

PREPARE YOUR BUSINESS FOR BLACK FRIDAY AND CYBER MONDAY

Black Friday and Cyber Monday is an excellent opportunity to push products or services at the end of the year. Get started early to begin stirring interest among your prospective clients and current audience. Promotional messages flood everyone’s inbox and feed during this season. With all of this noise, finding ways to stand out is crucial. Here are a few ways to effectively prepare your business for BFCM.

Digital Engagement

Promote the deals well in advance, so your audience knows what to expect the day of the sales. Place focus on email marketing and social media, both organic and paid. Study the metrics of your social media platforms. It is helpful to look into the ads and posts that have been recently successful in formulating a plan for the days leading up to Black Friday and Cyber Monday. Consider giving out exclusive discounts to the audience on your email list. Allow others to join in by promoting it on other digital platforms. It is an excellent opportunity to expand your email list for the business sales funnel. Use a catchy subject line that is not pushy for sales but creates a sense of urgency. This guides the customer to buy the product before they lose it and makes them aware that it can sell out. Place focus on your business’ gateway item, the product or service that sells the most and that customers frequently seek. Flash Sales or lightning deals keep the audience engaged, so consider using them if it makes sense for your business.

Prepare Platform-Specific Content

Create content for each platform you plan to use with your business’s social media strategy. Remember that each social media platform delivers information to your target audience differently. Twitter is geared for public relations, while Facebook is best for brand awareness. The primary for each platform also differs, so be intentional about customizing your content accordingly. Research where your target audience spends most of their time and devote target ads there. Think outside the box. Prepare visually appealing photography or graphics that display your products. In the months leading up to the holidays, people are searching for inspiration and ideas on gifts. Structure your content and graphics in that format, like “Top 10 kitchen items for your foodie” or “5 Items your hard-to-shop-for dad will enjoy.” Write content that drives your audience to it, like blog posts, emails, etc. Drive visual wishlists, recommendations, and product reviews that include your business products.

Combine Retargeting with BFCM Promotions

Retarget past visitors and customers that may be on the fence; this may be the push they need to go all in. Now is the time to use Facebook Pixel if you have it set up. According to Shopify, when you retarget previous visitors on Facebook Pixel, you’ll reach people who may have forgotten about your store and wouldn’t have checked out your sale otherwise. You can also retarget customers that have purchased from your business in the past. It is easier to reach existing customers than marketing the brand to new customers. Previous shoppers will be more likely to be receptive to Black Friday and Cyber Monday sales.

Bottom Line

In 2019, Black Friday online shopping sales hit $7.4 billion, which is an all-time high. Black Friday and Cyber Monday is a time of sales your business should be a part of. Stand out from competitors with unique digital engagement, platform-specific content, and by combining retargeting with Black Friday and Cyber Monday promotions. Following the holidays, reflect on what worked and what didn’t work to adjust strategies for the next year.

Why Are My Facebook Ads Not Converting

Why Are My Facebook Ads Not Converting

Time To Read: 3 minutes

WHY ARE MY FACEBOOK ADS NOT CONVERTING?

With recent pandemic months, you’ve probably put effort into Facebook, knowing it holds the social media platforms’ widest demographic. You’ve allocated and poured your marketing budget into these ads, but you aren’t getting the leads you need, so you ask yourself, “Why aren’t my Facebook ads are not converting?” There are common factors that impede the performance of Facebook ads. Here are a few tips and recommendations to consider to help your business discover impeding factors, troubleshooting tips to fix them, and generate more conversions.

Poor Targeting

The main reason business owners and marketing directors struggle to see their Facebook ads’ conversion is poor targeting. Typically, it is a failure to target ads properly. According to Neil Patel, more than 1.09 billion people use Facebook every day – it’s pretty hard to say that your ads aren’t working because your target market isn’t hanging out on the site.

 

Targeting the Wrong People

It is a common mistake to target an ideal persona; the ideal customer who you probably have rarely sold to. The reason this is a mistake is that you are targeting a cold audience who may not even be interested in entering your sales funnel. Fix this by re-aiming your targeting efforts to those who have already shown interest in your product/ services and are more likely to go through the funnel. These people may include your existing customers, people who have recently converted into a lead, those who have watched your videos or clicked on Facebook ads, and who have spent time on your website. These people know who you are and like what you do, meaning they’re open to your offers.
A practical way of finding and engaging these people is by creating lookalike audiences. Collect this information by installing a Facebook pixel. Facebook for Business describes the Facebook pixel as a small piece of code that goes on your website. With the pixel, you can bring back website visitors, or find new people who will likely make a purchase or become a lead.

Targeting With the Wrong Message

Now that you have started targeting the right audience, make sure your message is fit for them and their journey in the funnel. You wouldn’t want to have copy written toward an audience that is ready to purchase when the audience just learned who your business is. The way to correct this is by determining if your audience is in the awareness, consideration, and conversion stage. Once segmented, write content that according to the stage they are at. Pay attention to the type of Facebook content the target audience responds to and then use that type of ad to target them with

Pitching Sales to a Cold Audience

Avoid directing Facebook ads to those who have never heard of you nor ever engaged with your business. Instead, direct the sales pitch for retargeting ads. This allows you to show a specific ad to a very specific person, like an ad about a product because they visited a website with that product.

Low Facebook Ads Relevance Scores

Just like Google, Facebook places importance to making your ads relevant to your target audience. According to the Social Media Examiner, Facebook rewards advertisers who get it right by showing their ads to more people and charging them less. Aim for high relevance scores with direct targeting, along with images and clear call to actions.

Align Facebook Ads with Your Landing Page

See the whole Facebook ad experience through, all the way to your landing page. Make sure that the branding and content of the ad match the landing page. Note that if the landing page is not visually appealing, user friendly, or has a clear call to action, you will lose the conversion.

Bottom Line

Refrain from targeting a new audience and instead use the leads you currently have. Redirect your business Facebook ads by removing these impeding factors to begin seeing conversions. The longer you allow these factors to affect and impact your ad performance, the longer you’ll be wondering why your Facebook ads are not converting.

Finish 2020 Strong in the Fourth Quarter

Finish 2020 Strong in the Fourth Quarter

Time To Read: 3 minutes

FINISH 2020 STRONG IN THE FOURTH QUARTER

It is our goal to help your business finish 2020 strong in the fourth quarter. The beginning of the year is typically slow, and your business needs to set a plan in motion now to prepare for it. Use these end-of-year tips to refill the sales funnel and finish out the year strong while preparing for 2021.

Shorten Your Time-to-Market

The time-to-market period needs to be expedited in order to be effective. Your business doesn’t have enough time to allow long processes for campaign development and content production. Snapwire states that “if marketing campaigns don’t hit the market quickly enough, especially on social media, campaigns that had countless hours behind them are suddenly irrelevant, even though teams scrambled to put together marketing materials.” Make it your goal to get marketing strategies into the market as quickly as possible. It helps you stay relevant. A practical question to ask yourself as the marketing director or business owner is if there is anything you can outsource. This speeds up the development process and gives you the opportunity to focus on important marketing details.

Develop A Campaign

It’s not too late to start an end-of-year campaign. If your business is seasonal, identify what your audience needs in the wintertime versus springtime, etc. Define the fourth quarter goal and identify the gateway product of your business. Typically these can go hand-in-hand. Advertise your business product that brings in the most revenue and form the campaign around it. Emphasizing the most desirable product to spearhead the fourth quarter goal is key if there isn’t a new product or service to bring awareness to.

We recently decided to do this for GreenFox Marketing. We chose one of our gateway products, our websites, and decided to create a campaign around it to finish out the year strong while keeping next year in mind. We wanted to appeal to businesses, offering new websites for under $3,000. This appeals to those who are needing a new website or who need a refresh. Create an offer that would appeal to your business clientele. Think outside the box and make the target audience an offer that you can build a campaign around to gain momentum through the end of the year. If you don’t have a special offer or new product/service, you can turn your brand into a campaign and develop awareness.

ROI Measurement

The marketing process is digitalized to where you don’t have an excuse for not tracking which assets, channels, and markets are performing best for you. This is a great set up for 2021 and will also help in budgeting down the road. Focus on the metrics that matter most to you and how to measure them. Once you identify the important metrics, like impressions, clicks, and cost data, measure from Google, Facebook, and other channels to your CRM or revenue systems. Hubspot suggests to look beyond your lead number and start calculating the value of those leads.

Use All Your Business Channels

Take advantage of all the channels your business uses. Continue the company’s focus on trust-worthy content marketing in the following ways:

  • Video Content
  • Short Form, like TikTok
  • Social Stories
  • Shoppable Posts
  • Better Personalization through AI
  • Maximize Google Ads Smart Bidding
  • SERP Position Zero
  • Text
  • Text Messaging Directly to Targets

Bottom Line

This year has had unexpected changes, forcing businesses across the country to change how they interact, inform, and influence their current and future consumers. Make the last quarter of the year impactful through these intentional strategies and by adapting your digital marketing. It will fill your sales funnel to finish the year strong and prepare for 2021.

Effective Real Estate Marketing To Increase Leads

Time To Read: < 1 minute

Real Estate Marketing Strategy to Increase Leads

by The Marketing Dept.

LEarn how to effectively Increase YOUR REAL ESTATE LEADS

 

What better way to wrap up our 2020 podcast season than to interview our very own, Zeke Dorr? We take a look at the innovative marketing strategy implemented that took his real estate presence to the next level. Take a listen as Zeke reveals big news!

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How to Build a Social Media Strategy for Your Business

How to Build a Social Media Strategy for Your Business

Time To Read: 4 minutes

HOW TO BUILD A SOCIAL MEDIA STRATEGY FOR YOUR BUSINESS

We are getting practical on how to implement social media in your business successfully. More specifically, we will guide your business on building a social media strategy that will set your business apart from competitors. You will be provided with free resources for your social media, some assets GreenFox created, and others we highly recommend.

It’s Not Your Personal Social Media

People tend to run the social media pages for their business as their personal page. They sometimes talk about what is happening with their family or post photos of their children, but it is not what your target audience is looking to see from your business page. Although providing behind-the-scenes content is helpful and may involve your personal life’s reality to overlap, make sure the main point remains about your business.

Fill Out Your Profile and Keep It Updated

Facebook Contact Information should be just as important as your Google information because people these days gather information from Facebook. Keep it updated with recent photos and videos. Post frequently so others don’t think you’re no longer open because the last post was made eight months ago.

Build Your Brand & Relationships

According to Hootsuite, more than 40% of digital consumers use social networks to research new brands or products. Part of that discovery is getting to know who you are as a brand and what you stand for. Not only should you create branded hashtags, but you can now include it in your Instagram bio. SproutSocial shared that Instagram recently added the ability to link other accounts and hashtags to your business bio. Now, you can use the space to promote other location-specific accounts and add hashtags. These hashtags can be your standard branded ones or special hashtags, like for a contest.

Cross-promote

Remind followers they can follow your business on other platforms and go a step further by providing content that your audience can only get on that specific platform. There are different people on different media platforms. Update your business bio and contact information with other social media channels.

Promote Your Social Accounts in Newsletters & Email Signatures

At the bottom of the newsletter, you can add your business social icons and branded hashtags. It’s a call to action for customers to share a photo, use the hashtag, and follow you on a network of their choosing.

Social Media-Only Items

Social media-only discounts are always a great way to engage your audience. Generate brand awareness through contests and giveaways. The giveaways with the highest engagement are the ones that easy ones that have your audience do very little to enter. If you’re just starting out on contests, we would recommend this route. We did this for a client, where it lasted a week, instructed their audience to follow the business, tag three friends who don’t already follow, and like the post to win a free product or two. This created high engagement, shares, and followers.
Keep it simple, and it will draw awareness. Go big and make it a cool one worth talking about. Consider doing it quarterly, if your budget isn’t all too big, to make it a larger win-product.

Use the Right Tools

Be disciplined and systematic when it comes to applying the developed social media strategy to your business. It is all about using the right tools to produce quality assets promptly and effortlessly. Begin implementing your social media strategy by creating a posting formula and plan your content. We have provided a free Posting Formula/Content Template you can download and use. If you’re not sure where to begin, reference our Posting Formula/Content Example to see how to create it successfully.

One great way to plan out your business’ Instagram feed in a thought-out and intentional way is by using our Photoshop Instagram Grid Template. This allows you as the owner or you as the marketing director to plan out posts and save them individually to later post. If you don’t have an idea of where to begin, reference our GreenFox Instagram Grid to visualize the possibilities. If you’re not Photoshop-savvy, we recommend using the free app Preview: Planner for Instagram. This app allows you to preview what your business feed will look like and shift “posts” around to make sure it looks aesthetically pleasing.

If you need graphics to display information for your business, we recommend using a drag-and-drop, easy-to-use graphic builders, like Adobe Spark and Canva. You will be tempted to use many templates, use all different logos, and colors that will steer you away from your brand. Refrain from this! Keep your graphics on brand. To keep your graphics on brand, you can subscribe for a monthly fee to upload your brand and make branded graphics, so your pages don’t look all scattered. There may be projects where you don’t have the photography needed to complete it or rather use photos than graphics. We recommended using stock photos, like Freepik and Unsplash.

Using your Posting Formula/Content Template to plan out posts, we highly suggest scheduling out. We recommended the free posting program, Creator Studio, for Instagram and Facebook. This tool is provided with a Business Page and even offers Insights, an analytic tool for your business page. Some non-free options we recommend include AgoraPulse, Hootsuite, and Sprout.