I'm proud to be one of the writers for MamaTribe's features and this month I have created a hierarchy for how to prioritise your digital marketing channels. Here is a quick overview of the steps:
1// Get your website structure and content right, making sure you are mobile first.
2// Focus on Search Engine Optimisation by researching keywords and adding them to your title tags, headings, descriptions, URLs and image ALT tags.
3// Introduce basic email automation for important emails and make sure they are on brand.
4// Establish yourself on social media, remembering that it is better to excel at one or two social networks rather than spreading your time too thinly.
5// Dabble with social media advertising to increase your social reach and utilise social network pixels.
6// Up your email marketing ante with an email template and regular newsletters.
7// Get serious with your digital advertising across both social media and search platforms.
8// And then add the rest, such as affiliate, content and influencer marketing.
To read my advice on prioritising your digital marketing channels in full you can find the MamaTribe feature here.
Email is one of the most important digital marketing channels thanks to its impressive ability to facilitate both customer loyalty and high conversion rates at a negligible cost.
As a small business, having a template, or several templates that you alternate, is a good idea for consistency, and also to ease the amount of time it takes to send out an email campaign. Any automated emails you have, such as your welcome programme, should also align to the same template style in order to keep consistency.
You just need to make sure that your email template is working as hard as it should be. Here are my tips for creating a template that engages and converts:
Once you have a template you will see your time investment into your email programme decrease, but your results improve as customers respond to the consistency and clarity of what you are sending them.
I have some great email examples over on my Pinterest page here.
Of course, if you have any questions on this or want some help with your email programme then please do get in touch. You can get hold of me via my contact form or @digitalmarketingmama.
A carefully thought out welcome programme for your new email subscribers sets the stage for what they can expect from your brand.
By delighting them at this early stage, when engagement is naturally highest, you are helping guarantee their continued attention for your business... oh hello, higher open, click and conversion rates.
To achieve this, consider introducing a multi-email welcome programme rather than the standard "Thanks for signing up". Few companies do this and even fewer do it well; it is a real opportunity for your brand to stand out.
So what to do?
First, think carefully about why someone has signed up for your emails, meet that need and then exceed it with the content you provide.
Here are some content examples that you could include in your welcome emails:
• Introduce them to your brand values.
• Showcase your unique selling points (USPs).
• Offer a look behind the scenes of your business.
• Add a personal touch from you to them.
• Give them exclusive content / offers.
• Showcase a first look at new things or featured products.
Once you have what you want to say, decide how to spread this out over 2, 3 or 4 emails, as well as the time period these will be received over (probably a 24 hour pause between each mailing), They will get these emails before entering your usual email newsletter cycle.
Make sure each email installment is designed in line with your current email templates and be sure to test both the design and automation set up before sending it live. If you use an email service provider such as Mailchimp, it will be intuitive to set this up on their platform.
Best practice here would be to test different content to see what gets the best response, but in real life, where time is always a premium, just make sure you are checking email stats once it has launched and review the programme after a month or so, then at regular intervals.
Pitch this email welcome programme at the right level and you will create subscribers that open again and again and are bought into your brand values; basically the kind of audience every marketer craves!
For some more inspiration I have added some examples to my Pinterest profile. If you have any questions or comments please do add them, or get in touch with me.
You may or may not have heard the term 'GDPR' banded about recently. This effects your business if you hold any personal data what-so-ever. I can't think of many, if any, businesses that don't!
GDPR stands for 'General Data Protection Regulation' and it is a new set of data protection rules that are being implemented across Europe from 25th May 2018. That's just over 8 weeks from when I am writing this (in other words, very soon!).
From a consumer's point of view it is a great initiative as data protection is so vitally important. Currently in the UK we are far behind many other countries as we haven't updated our data protection laws in 20 years. The new 'Data Protection Bill' is the UK's iteration of GDPR and looks set to stand strong after Brexit.
From a business point of view this could prove a real headache, but there is no way around it. Here are the basic headlines:
There will be fines for anyone who doesn't comply so it's definitely time to make sure you are up-to-date and ready for the changes,
Here are some resources that go into more detail:
The ICO 12 step guide to compliance.
The ICO's full guide to GDPR.
Wired's brilliant summary of the changes.
The CIM's webinar on the changes and how this effects marketers.
If you come across any great articles, have any tips or any questions please do comment and let me / other readers know. Thanks!
Here are some tips and tricks for effectively using Social Media, Email, Advertising Search Engine Optimisation and all of the other digital marketing channels.