4 Tips For A Great Marketing Calendar

Posted on Sep 23, 2014 by Response Wise | Posted in Email Marketing, Social Media

According to marketing experts, there are two occasions when you should plan a marketing calendar: When your business first starts and right now. Unless you’re a new company, we can only focus on right now since your first window of opportunity has passed. As marketing is so complicated with a range of components and strategies, you have to plan and remain organized and consistent when it comes to following through. Below, we look at some quick tips to help you get started.

1 – Think ‘Strategy’ Not ‘Tasks’

While you need to effectively manage projects and tasks, they are just parts of the bigger picture. You will be unable to combine actions in a meaningful way without a coherent strategy. Build your marketing calendar with a clear strategy in mind; then you can look at the projects and tasks that combine to help you meet your goals.

2 – Don’t Be Afraid To Crowd Source

You don’t have to build the marketing calendar all by yourself! If you really want a calendar that works, you need to get contributions from clients, employees, partners and customers. In most cases, getting input from stakeholders will really aid your cause and it is an especially useful idea when you’re struggling with the direction of your strategy.

3 – Develop Personas

Typically, information travels a very long way through different sources. For example, a message might travel from the client through to account executives and project managers so it is very easy for miscommunication to cause problems. If you develop personas for your customers, you can identify the roles and personalities of your target market. This means nothing can get lost in translation and ruin your work.

4 – Organize By Channel

Generally, a marketing calendar will have a list of tasks and projects that have to be completed at different times. The problem is, you end up with a whole mess of things jumbled together and your goals will be lost in the chaos. To avoid this you need to divide your strategy into various marketing channels. This enables you to organize the entire strategy and when it comes to budgeting, you can quickly discover and track how much money is being spent on specific channels.

A well planned marketing calendar allows you to organize, create and prioritize your marketing activities and initiatives. It also helps you discover whether or not you need to spread out your activity and not have too much focus on one channel.

Webinar Mistakes To Avoid

Posted on Sep 18, 2014 by Response Wise | Posted in Social Media

Webinars have exploded in popularity both in terms of hosting and ‘attending’. For hosts, webinars are a low cost method of promoting their business without resorting to a hard sell while those who attend have the opportunity to learn about their industry from the comfort of their own home. Yet as one might expect, the same webinar hosting errors crop up time and again and below, we cover 5 of the most common.

1 – Asking For Too Much Information To Register

You want people to attend and asking for their life history is a bad way to go about it. Your webinar sign-up sheet should ask for a name and email only. Don’t look for phone numbers, job titles and other invasive details or else your target audience’s interest will quickly wane.

2 – Lack Of Preparation

A webinar’s success depends on your ability to master the equipment. Would you host a seminar at a physical event without testing the microphones first? Always log into your webinar platform well in advance and check out your audio while also getting to grips with the technology you will be using.

3 – Too Many Topics

Like great sales copy, webinars need to consist of a laser-like focus on a small number of key points. It is common for a webinar host to cover a dozen topics in a half-assed manner which is very annoying for attendees. People will learn a lot more if you concentrate on a couple of topics and really hammer your point home. This makes your audience believe you are an authority on the subject and they will be keen to learn more. Follow up content marketing can discuss other topics.

4 – Not Enough Promotion

You could have the best webinar of all time lined up but no one will care if they don’t know about it! You have to raise awareness well in advance which means industry publications, social media, press releases, email lists and more. Pour your heart into promoting the event and it could be a huge success.

5 – Too Much Self-Promotion

Egotistical behavior can ruin your webinar. Your introduction should be concise and to the point rather than a lengthy discourse on how amazing you are. Attendees want to know what you can do for them and are less interested in who you are. Content is king, even in webinars.

If you’ve never hosted a webinar before, it could be a nervy affair but keep calm, be well prepared and always have a Q&A at the end. If it’s a hit, your company’s revenues and reputation will skyrocket.

Social Media Customer Service Best Practices

Posted on Sep 17, 2014 by Response Wise | Posted in Email Marketing, Social Media

Social media can be an incredible customer service tool but few companies are utilizing it effectively. Did you know that only one-third of social media users go to company page for marketing reasons? Everyone else goes there to voice their opinion which usually comes in the form of a complaint. Read on to get a leg-up on your competition by discovering the best practices for social media customer service.

Use the Right Channel

Always respond to a customer on the same channel he used to contact you. So if you receive an angry Facebook message from a dissatisfied customer, respond on Facebook and ask to resolve it offline or privately if possible. Since only 44% of customers get a response on the channel where they made their inquiries, you can be seen as the company that cares.

Respond Quickly

40% of customers are forced to wait longer than 24 hours for a response to a social media inquiry which is unacceptable. Companies that are really ‘on point’ have a dedicated social media customer service team that responds within 15 minutes! After all, you wouldn’t make them wait that long on the phone. Don’t allow a customer’s anger to boil over; respond quickly and decisively on social media.

Be Consistent

While you don’t want all responses to be scripted, it is wise to create a template for common questions and issues to ensure consistency from one customer to the next. Once you manage this, personalize the correspondence because customers HATE being treated as numbers instead of people.

Make a Connection

You would be forgiven for thinking social media is somewhat impersonal but it is possible for employees of your company to connect with customers via obvious empathy. This works wonders in situations that are potentially emotional. Customer service experts say you should respond with words like ‘found’, ‘feel’ and ‘felt’ as this is a great way to convey empathy with customers.

Timing Is Everything

It’s a good idea to post relevant information rather than promotional stuff to help customers at the right time. For example, Facebook posts are best left until the end of the work day as it’s mainly used by people after they have just finishing work. Twitter posts should be newsworthy and include company news or links to sites with industry information. These kinds of posts should be posted a few times a day during work hours when that information is more useful.

If you’re not already implementing the best practices for social media customer service mentioned above, you’re missing a trick. Showing people you truly care via great customer service is a fantastic way of enhancing your brand’s reputation.

5 Great Content Marketing Ideas For 2014

Posted on Sep 9, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, SEO/SEM, Social Media

Getting your content to stand out used to be a LOT easier but now that every person and his laptop can write a blog post, it’s easy to get drowned out by sheer volume regardless of how good your content is. Content marketing strategies have changed and now that we’re into the second half of 2014, it’s time to re-examine what you’re doing.

1 – Find a Sub Market

Too many content marketers continue to be vague with their definition of ‘target audience’. The result is generic content that doesn’t really satisfy the needs of anyone. Look at your niche and find a sub-section that has not been well explored and pour your energies into that. Would you rather market to 1 million people and sell to about 20 customers or target 2,000 customers and make over 1,000 sales?

2 – Check Your Calendar

Content marketing is all about flexibility so embrace it by pouncing on opportunities presented by major events. Throughout the year there are marketing gifts that present themselves such as Valentine’s Day, Mother’s Day, Cinco De Mayo, Independence Day and so on. Tailor content specifically to these events at the right time and you WILL get an audience.

3 – Write About The Future

Nothing says ‘authority’ more than informative content marketing on the future of your specific industry. Everyone loves to know more about how their industry will expand or change as it simultaneously inspires and interests. When you write predictions, you are seen as authoritative and credible and if you’re right, be sure to mention that in future content!

4 – Trust Your Data

We have more metrics at our fingertips than ever before so use them! Being creative is great but combining it with analytics is even better. Analyze the data that presents itself to find out what your audience likes and adjust your content marketing strategy accordingly. With so many choices on the marketplace, it’s vital for you to get it right!

5 – Combine Quantity With Quality

While quality content must be your first priority, you simply must be prolific too. Search engine spiders crawl websites that regularly update their content and this is good news for your ranking. Additionally, with so many content marketers out there, you have to be the name that keeps popping up or else it will get lost amongst the thousands of others. Authority figures write well but they also write often!

While the above advice should also be timeless, I firmly believe it is especially relevant to our current era of content marketing. Follow it and you have a shot of staying on top and being the figure looked up to rather than down at.

6 Great Places To Place Email Sign-Up Forms On Your Website

Posted on Aug 26, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

There is simply no better way to build a customer base than by creating a large email subscription list. It goes without saying that you need to use more email sign-up forms on your website but where should you place them? Read on to learn the highest converting locations for an email subscribers list.

1 – Top Of Sidebar

Avoiding this location is a great way to lose prospective subscribers. The top of your sidebar is one of the most visible places on your website and will immediately catch the eye of visitors. Don’t mess it up by placing it ‘just beneath’ the sidebar.

After Single Post

This is just pure common sense. If someone reads one of your blog posts to the end it’s fair to say he is interested either in your company or your industry. Now is the time to strike by including an email sign-up form.

The Feature Box

If you don’t already have a feature box on your website, start creating one. Simply come up with a few benefits of your service (or blog) and list them in bullet point form with a cool image. Add your email sign-up form beneath it. Hopefully, your feature box content will be good enough to ‘warm up’ your audience and compel them to discover what you’re all about.

The Footer of Your Website

This works on the same principle as the ‘after single post’ form; once people make it to your footer, it’s clear they are engaged with your content. This is the point where you need to ask to take action and a sign-up form is as good as it gets.

About Page

The ‘about me’ page on your website should be one of the most commonly visited pages. Most marketing experts believe you should have up to 3 email sign-up forms dotted throughout your page. If you don’t, you’re losing out on a huge amount of potential subscribers like almost every other blogger.

Lightbox Pop-Up

This features last because it can be a risky strategy depending on your industry. In some niches, it works brilliantly but in others it will ruin your conversion rate simply because it annoys people.

The frequency of email sign-up forms you should use depends on your industry and customer base. A tech savvy audience already knows where to find email sign-up forms but if you’re in an industry such as health & fitness or Forex, you’ll need to be more aggressive because readers may not be as savvy as you.

Online Business Listings You Should Consider

Posted on Aug 19, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, SEO/SEM, Social Media

In order to give your small business the best chance of success, it is necessary to get listed in online directories. Not only will you make it easier for people to find you, it also improves the domain authority of your website since it increases the number of backlinks to your site. It is a practice that doesn’t even take much time and the result can be significant growth. This time should only be spent on relevant and high quality directories that will improve your company’s online visibility.

Best Online Directories

Whenever you come across a good directory, make a note of it in a spreadsheet or bookmark them to keep track. Once you come across 50-100 directories you can begin to determine which ones are the best for your business.

  • Industry Specific: Look for the top-rated directories in your industry; if you sell paint for example, a quick Google search will reveal the top directories in that niche. These directories will receive a lot of traffic so you need to add your business to them.
  • Local Directories: Small businesses need more local business than giant companies so check out well-known directories such as Yelp, Yahoo Local, SuperPages, Merchant Circle, Manta and others. It is also worth going to Get Listed in order to find more local directories by industry. A fast Google search by location should also reveal lots of relevant local directories.
  • What Your Competitors Use: Analyzing the backlink profile of your rivals should help you determine the directories they are listed in. There are some great tools such as CognitiveSEO which help you to find the backlinks of rivals and filter out these backlinks from directories. The aforementioned tool can also sort out the backlinks of your rivals by authority which helps you see the top rated directories first.
  • General Directories: Once you have exhausted all of the above options, general directories can come next. These ones allow businesses to list themselves in general categories. Type inurl:category directory (type in the name of your industry instead of ‘category’) to find general directories that have a category for your business. The best general directories include DMOZ, Best of the Web and Yahoo.

If you follow all of the above directories you should have hundreds of choices. The next step is of course to get your business listed on as many of them as you think is necessary. Once you have completed this task, you business will have a far greater level of visibility than ever before.

Why LinkedIn Is a Great Advertising Platform

Posted on Jul 22, 2014 by Response Wise | Posted in Email Marketing, Social Media

 

In the era of social media, many businesses make the mistake of completely overlooking LinkedIn as a method of advertising. As good as Twitter and Facebook are, ignoring LinkedIn is a colossal mistake. There are an estimated 300 million users of this platform, two-thirds of who are outside the United States. Below, we look at the reasons why it is a fantastic advertising opportunity that you simply can’t miss out on.

Type of User

Make no mistake; LinkedIn is the social network of choice for the affluent professional. If you want to get in touch with senior executives and other figures of power, LinkedIn is the place to be. It’s estimated that the average LinkedIn member has a household income of around $110,000 while almost half of the site’s audience has some form of decision making power in his/her company.

Exposure

As I mentioned above, LinkedIn has a huge global presence and this is only set to increase as the platform is seeking to branch out into China. There are an estimated 140 million professionals in China and Facebook, YouTube and Twitter are blocked by authorities so LinkedIn could have a free run at the Chinese market.

LinkedIn has focused on international growth for quite some time now with a greater emphasis on mobile users. In fact, over 40% of the site’s visitors use their mobile devices, a figure which increases to over 50% in nations such as Singapore, Costa Rica and Malaysia. Therefore, if you are joining the mobile revolution, you have a platform ready and waiting for you.

Tools

There are a host of awesome tools to help you connect with your audience. For example, there are new targeting filters for advertisers which allow you to surface ads based on the preferred language of the user. You can also specify the audience for every single post in your feed so you can actually identify the people who see the specific ads or updates. As a result, you can send out different feeds for American and Malaysian users at the same time.

Whether you want to use a passive advertising approach or else you would rather be more aggressive, LinkedIn has the tools to complement what you’re trying to achieve. There is arguably no better way to receive online introductions to important people in your industry than the LinkedIn platform. Finally, it encourages active group participation so you have the opportunity to mark yourself out as an expert in your field.

5 Ways to Optimize Your Landing Pages for Search Engines

Posted on Jul 8, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

Despite being around since the beginning of Internet marketing, cracking the SEO code seems as hard as completing a Rubik’s Cube blindfolded. This feeling is not helped by the constantly changing search engine algorithms which dictate where your landing page ranks. Yet increasing your level of organic traffic doesn’t need to be so difficult; read on for some handy tips on optimizing your landing pages for Google and the other major search engines.

Title Tag

We’ll assume you already know the importance of using keywords relevant to your industry so we’ll move on to title tags. Search engine spiders only crawl the first 65 characters so anything you include above that is virtually ignored. Therefore, you need to get your message across quickly and this means including keyword(s) in the title tag.

Pay Attention to META Description

This is a quick and basic description of your landing page content and should not exceed 160 characters. Again, you need to include your keyword along with a cleverly crafted call to action. Your META description should be designed for the reader instead of the search engine bot.

Don’t Forget Your URL

A landing page URL containing relevant keywords always looks more attractive to search engines. However, don’t force the keyword into the URL if it doesn’t look right or if it is too long as this is bad for user experience and looks spammy.

Attract Attention with the Headline

It is always a good idea to look at some newspaper headlines to find out how media experts do it. Your headline should immediately compel visitors to read on while still being honest. There is nothing worse than reading a misleading headline and discovering the copy bears no resemblance to what you read in the headline. Again, place a keyword in the headline as this is a signal to the bot that the landing page is relevant to this keyword.

Be Careful With Images

While images are great for improving user experience and breaking up bland paragraphs of text, you should not saturate your landing page with them. Search engines are still not great at picking up images. There are a few tricks experienced web designers use to get around this problem but the fact remains, only include images that add to your landing page.

Suddenly, getting your landing page ranked on search engines doesn’t seem so daunting does it? None of the above tips are particularly hard to implement and while it takes time, you should see some results in the medium to long-term.

5 Rules When Dealing With Negative Comments About Your Email Campaigns

Posted on Jun 20, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

One thing about email marketing is that if the recipients of your emails aren’t happy, they can mark you as a ‘spam’ sender and get your business into a lot of trouble. The CAN-SPAM Act heavily penalizes spammers and if your company is deemed to fall into this category, it could be fined to the point where it becomes bankrupt. But how do you respond to negative comments about your email campaigns? Read on to find out.

1. Don’t Delete & Ignore
While you have the right to delete hateful, racist, spam comments, you can’t click ‘delete’ every time someone says something you don’t like. Set out a list of rules regarding comments and if anyone breaches them, you can delete the comment without looking like a crybaby.

2. Respond Fast
The longer you take to respond, the more your reputation suffers. Savvy companies have a stock ‘we’ll respond as soon as possible’ message for social media accounts and this is not a bad idea to use. The last thing you want is a customer believing you don’t care what they have to say.

3. Discuss in Private
If someone has an axe to grind with your email marketing campaign, offer to resolve the issue privately. An email to the person in question is a good place to start because the last thing you need is an irate individual with time on his handing taking to social media to outline his disgust with your organization.

4. Stay Calm
If someone leaves you a particularly nasty comment, it is all too easy to snap and respond in kind. This is a bad idea since company meltdowns have a nasty habit of appearing in the public sphere. Give yourself some time to cool down before responding to ultra negative and offensive comments so you can approach it rationally instead of acting on emotion.

5. Be Prepared
While it is great to follow the tips above, this final point is the most important of all. If you are already prepared for negative comments you can greatly reduce the level of stress you suffer. Consider potential scenarios and possible answers to common comments. It is also important to have your staff well-drilled and ready for action if the worst happens.

 
Getting ready for negative comments about your email marketing campaign is a form of reputation management. Once you develop a thick skin and understand it is part and parcel of business, you should be able to handle whatever is thrown at you.

5 Simple Ways to Combine Social Media with Email Marketing

Posted on Mar 19, 2014 by Michael Herman | Posted in Email Deliverability, Email Marketing, Social Media


It seems as if email marketing performs better than social media; according to McKinsey & Company survey, email is approximately 40 times more effective than Twitter and Facebook combined! Of course, email marketing is just part of the equation and just because it is more effective than social media, you shouldn’t completely disregard the latter. In fact, integration of the two will provide you with an even greater ROI because of the potential wider net provided by social media. Below, we show you 5 ways in which you can combine the two for more customers.

  • Sharing: As you want more readers who are like your current audience, tap into the networks of your subscribers and ask them to share their newsletter with their social media ‘friends’.
  • Newsletter Updates: When publishing a newsletter from Response Wise, you can automatically post on social media when your newsletter gets published. It is customizable on Facebook and LinkedIn and you can even post a picture. The day before your newsletter is due to be released, post an update on your social media channels previewing the content and remind people that there is still time to sign up.
  • Use Links: Simply link back to your business website from your newsletter and your social media profiles. I would recommend that you send a link to a specific landing page rather than a home page. Consider the reasons why a social network follower would want to visit your website and ensure that you provide precisely what they are looking for when they reach the landing page.
  • Use Pinterest: View your latest newsletter and pick out an important image from it and pin in on one of your company’s Pinterest boards. Now you must link it back to the newsletter. Not only will this give you some welcome additional exposure, it is also a neat SEO trick as well.
  • Social Media Snippets: Another great way of getting newsletter subscribers to connect with you on social media is to take screenshots of positive customer engagement on Twitter/Facebook etc. and then use Snagit or a similar tool to take a snapshot of these conversations and include them in your newsletter. For best results, combine this with a call to action and enjoy an improved response rate.

Although you will perform admirably by only using email marketing, savvy businesses also utilize social media channels because they know that a combination of the two provides unbeatable results.

Page 1 of 1012345...10...Last »