How To Create A Confident Elevator Pitch

Posted on Nov 25, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, SEO/SEM, Social Media

The legendary ‘elevator pitch’ is a 60 second overview of the product/service you’re trying to sell. Your goal is to catch the listener’s attention in this short timeframe and it’s a challenge for even the most experienced marketer. The key is to be concise yet compelling; you need t remove the fluff and leave only substance but how do you accomplish this?

There are a few hard and fast rules when it comes to developing a masterful elevator pitch which I outline below.

Know Your Goal

What is the objective of your elevator pitch? Are you looking to inform possible clients about your organization or do you have a brilliant product idea you want to pitch to a company executive? Perhaps you simply want to develop a snappy speech that helps explain what you do for a living? Whatever the goal, identify it before writing your speech or the result will be a garbled mess.

Explain What You Do

A great elevator pitch is basically a condensed version of outstanding web copy. Begin the pitch by outlining what your company does and focus on the problems you solve for customers. Now is a great time to throw in a relevant statistic because people are often impressed by a few facts and figures.

What Is Your USP?

Your Unique Selling Proposition must come shining through when making an elevator pitch. This highlights why your organization and its services/products are different from everyone else’s. It’s best to add in the USP after explaining what you do as it will carry more weight. Remember, the modern consumer is spoiled for choice so your USP had better be special.

Involve The Listener

Everyone likes to feel included so the second your USP has been mentioned, ask the listener a question about themselves (or their company if applicable). It’s best to ask a question that has a simple ‘yes’ or ‘no’ answer and make sure you’re prepared to answer!

Consider what you want people to remember most about you and your company. Above all, your pitch should excite you when you rehearse it. If you aren’t amped up afterwards, how can you expect your audience to be? After writing your pitch, practice it relentlessly and cut out any parts that don’t flow seamlessly. While most experts recommend an elevator pitch of 60 seconds or less, if you can nail it in 20-30 seconds, you have a better chance of hooking the prospect.

 

 

5 Conversion Metrics That Make All the Difference in Your Marketing Campaign

Posted on Nov 18, 2014 by Response Wise | Posted in Austin, TX, Email Deliverability, Email Marketing, News, SEO/SEM, Social Media

No matter how good you think your marketing campaign is, you need conversion metrics to find out the extent of your success or failure. There seem to be dozens of measurements used by marketers but I have narrowed it down to 5 of the best.

1 – Bounce Rate

This shows you how many people leave your website more or less immediately after arriving on your landing page. A high bounce rate indicates you have been unsuccessful when it comes to determining your target audience. Your keyword strategy may need work and perhaps a lot of visitors are landing on a sales page when all they want is information.

2 – Repeat Visitors

The modern online consumer has all the power and uses it to perform research before considering a purchase. While you may feel as if ‘new visitors’ is the all-important metric, returning visitors are more likely to purchase from you. Why else would they keep coming back? If nothing else, they like your website and the information you provide; the next step is to push them down the sales funnel.

3 – Impressions

This refers to the number of people that see your ad once it becomes live. Impressions will show if you whether or not your ad is reaching the audience size you are hoping for. It is an important metric when it comes to increasing brand awareness. If you are hoping to improve your number of impressions, your main goal will be to ensure prospects see your company name.

4 – Abandoned Cart

This is the percentage of purchases that are abandoned right before completing the sale. It is very frustrating and if you have a high abandoned cart rate, it’s imperative that you find out why. In most instances, you will need to make the checkout process even faster; if a customer has to overcome too many hurdles, he/she may decide it’s not worth the effort. See Amazon for an example of an effective checkout system.

5 – Conversion Rate

I have saved the most obvious metric for last. A conversion is an action that has value for your business. You may be trying to convert visitors into email subscribers or existing subscribers into paying customers. The bottom line is that you need to bump this figure up. If you have earned 5,000 impressions and have converted 700 people into customers, this means your conversion rate is 14%. Whether this is an acceptable rate depends entirely on your niche.

To enjoy success in marketing, you need data analytics. I recommend using Google Analytics as it offers detailed analysis and a wide variety of important metrics.

Making The Most Of Common Email Blunders

Posted on Nov 4, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

 

Email is the #1 communication tool for most working professionals which is why email marketing is such a successful technique. The problem with email is that mistakes are extremely easy to make and they can have serious repercussions. While minor mistakes hurt productivity, major mistakes can cost you valuable clients or even your job. This article is all about what not to do with email so when you’re about to make an email blunder, you’ll be able to pull back from the brink of disaster!

Sending To The Wrong People

I’ve lost count of the number of times I’ve heard about individuals or businesses who sent an email complaining about a client… to the client! The result was a lot of anger and lost revenue. In email marketing, another example is sending irrelevant content to people on your mailing list. For example, you may send an email with the subject line ‘Ladies Night’ to the men on your list. The simple solution is to double-check the ‘to’ field because it’s extremely rare to be able to retrieve a sent email.

The Wrong Tone

It’s risky to use email to be humorous or sarcastic because it’s too easy to misunderstand. A University of Chicago study recorded sarcastic or funny messages and transcribed them into emails. Less than 60% of the email recipients in the study understood the tone of the message. Therefore, leave out the sarcasm when sending emails because the recipient probably won’t ‘get it’.

Only Sending ‘Needy’ Emails

Most people only send emails when they need or want something. Successful email marketers know that what they send has to provide value to the recipient so they typically have email campaigns where the content is designed to inform and only the final email in the sequence tries the ‘hard sell’. When you successfully use email to nurture relationships, people will look forward to hearing from you and this will only help to drive sales.

Not Asking For What You Need

The recipients of your emails are not mind-readers so it is essential to make clear requests. In marketing terms, this means telling your mailing list precisely what you want them to do in a concise yet clear call to action. The modern consumer is a busy individual and doesn’t have time for puzzles and games; get to the point or lose another sale.

The email blunders mentioned above happen in everyday life as well as in the world of marketing. Use these tips for better email communication whether you’re contacting a colleague or a customer.

Start Your Holiday Planning Now

Posted on Oct 29, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

Black Friday and Cyber Monday are two of the most eagerly anticipated retail events of the year and both dates are a wonderful opportunity for marketing teams to prove their worth. While both events seem far away right now, you need to begin your holiday marketing planning as soon as possible because your rivals are certainly busy creating strategies.

To put into context what’s at stake, Cyber Monday 2013 resulted in sales of almost $2.3 billion and this figure is likely to rise since the 2013 figure was a 16% increase on the 2012 sales figure. Here’s what you need to do now to prepare for the holidays.

Create Strong Subject Lines

Though shoppers are motivated by deals, you shouldn’t necessarily rely on details of discounts to make up your subject lines. With so many competitors to worry about, your subject line has to distinguish your offers from the rest of the market which means creating headlines that appeal to the emotion shoppers have for certain brands. I would recommend avoiding the word ‘free’ in subject lines as this comes across as spam content. If you start now, you should have time to split-test before the big days arrive.

Market Research

You need a strong understanding of existing and potential customers so you better start researching this instant! While many marketers rate Cyber Monday ahead of Black Friday, it seems that over 80% of Black Friday customers want to receive email updates and almost 60% of them want mobile updates. Strategic use of the information you receive will help you profit from these shopping bonanzas.

High Volume – Short Space Of Time

Your holiday planning campaigns will involve an enormous volume of emails being sent out in a short space of time. For instance, you may need to send emails to 500,000 customers regarding a sale with a 3 hour window. Is your email infrastructure capable of sustaining this level of sending? If not, your recipients will end up getting the emails when the sales are finished.

Real Time Analytics

Too many email marketers make the mistake of thinking their emails will be safely in inboxes within minutes of being sent. However, most marketers will not get the requisite data to tell them if their messages are being sent out on time. Without access to real time analytics, your emails could be backed up in queues for hours without you realizing it. You must have this data to develop an effective campaign; this is especially the case when you are running time sensitive offers.

When performed correctly, email campaigns centered around holiday retail events can be spectacularly effective. As a result, you have to plan far ahead if you want to be among the most successful companies in your industry.

How You Can Use Social Media To Make Sales

Posted on Oct 15, 2014 by Response Wise | Posted in Email Marketing, SEO/SEM, Social Media


The world of e-commerce is a multi-billion dollar industry which is growing rapidly. The impact of social media on sales figures is a hotly disputed topic with some industry experts claiming social media accounts for only 1% of online retail. Yet I have personally heard of salespeople who chased social media leads and landed sales of over $100,000! It is almost impossible to fully ascertain the impact social media has on sales though I’m certain the 1% mooted by experts is completely incorrect.

Find The Best Ways To Connect

Obviously, your target market need to be social media users or else you can’t expect to make major profit through social media marketing. Facebook has changed its algorithm so only brands willing to spend on advertising will get any publicity.

Tools like Instagram and Pinterest help increase visibility and sales and the best way to use social media sites is to engage with the community. You need to make a connection by presenting your products and services in a fun and interesting way while offering posts and images that appeal to the lifestyle of your target market.

Create A Persona

The modern consumer does not like being dictated to so instead of going for a quick sale, you need to build up a personal account, engage in conversations with members of the community where your target audience resides and understand the expectations of the community. Create a persona that is trustworthy and likeable within the community and show them you are an amicable and reputable individual representing a high quality company.

Customer Engagement

You’ll really get the full benefit of social media sales if you show customers you care about them by focusing on solutions to their problem. Rather than boast about why your product is awesome, look to showcase the benefits of what you have to offer. Listen to what people are saying on social media and you could end up starting a conversation that leads to a sale without having to make a cold call.

Create a Facebook group relating to your products/services and invite others to join. Then you should send targeted messages to the most active members of your group. On LinkedIn, join groups that your clients are members of and on Twitter, use the tweets of prospects as trigger points to start a conversation.

While the exact impact of social media on sales is impossible to tell, there is no doubt that with hundreds of millions of social media network users, the potential for sales is extraordinary.

Getting Your Message Across On Gmail’s Promotion Tab

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

Gmail’s interface changes caused widespread panic when they were first rolled out but contrary to what some people might think, email marketing has not been dealt a major blow! Gmail is testing out a new grid inbox visual for its Promotions tab, one of the several new tabs included in its sorting system. In the event you haven’t yet noticed this change, there is no need to stress yourself out as I have included a few useful tips to help your messages to distinguish themselves from the crowd on the Gmail Promotions tab.

Utilizing images allows you to decide the emails you want to ignore or open. The Promotions tab grid view has four elements you need to be aware of:

  • Featured Image: Make sure the image chosen is 233px wide and 161px high, utilize JPEG, PNG or GIF images and use the featured image markup code in HTML of the message to designate the featured image. Make sure the featured image has alt text behind it. If your image is too small or can’t be found by Gmail, the alt text is displayed instead; this featured image is a useful call-to-action.
  • Sender Image: As long as you have a Google+ page that has been verified and associated with the domain, you will find a Google+ image displayed on the lower right side of the featured image. If you don’t have a verified Google+ page, the first letter of the sender’s name will be displayed.
  • Sender Name: Please remember there is a 20 character limit so consider shortening this field if this limitation is cutting off the sender name or means branding can no longer be easily recognized.
  • Subject Line: This has a 75 character limit and frankly, you need to convey the point of the message within the first 30 characters while the remaining characters are your call-to-action.

Additional Tips

When it comes to dealing with Gmail’s changes as a whole, keep in mind the following:

  • You need to focus on strategy rather than classification. Concentrate on the marketing instead of trying to change how Gmail classifies its messages.
  • Always pay attention to subject lines or risk being ignored.
  • Track open rates closely to improve open and inbox placement rates.

By placing all promotional messages in one tab, Gmail has given you a target audience with a propensity to purchase. Users that click on the Promotions tab are clearly looking for marketing messages which is a welcome change from the old days where you had to hit the inbox of prospects and hope to stand out.

 

 

Fall Re-Engagement Activities

Posted on Oct 1, 2014 by Response Wise | Posted in Email Deliverability, Email Marketing, Social Media

Your open and click-through rates could be suffering because of inactive email addresses. Once you analyze your data and find a lack of activity from email leads on your list, it’s time to find out if these individuals should be removed from your list or if they can be revived. Now that Fall is here, you need to lighten your email load and strive for improved metrics during Fall and Winter.

Find Out If They Are Inactive

Perhaps those on your inactive email list have just been enjoying the summer sun and haven’t had time to look at their emails. It’s also a fact that many recipients have turned off images by default so their opens may not be registered. Select people who have not opened an email in 6 months and send them an email asking them to click on a link to show they still want to receive emails from you. The link should take them through to a special offer or discount to revive their interest.

Decide What Is Acceptable

You need to decide on the percentage of inactivity that is acceptable when it comes to meeting your marketing goals. It really depends on your business model; for example, having people who only respond quarterly may be good news while it is bad for business in other industries. Determine your average activity range and identify those who can be called ‘low responders’ and those who should be labeled ‘non-responders’. Your email service provider should be able to show you how to discover these people on your list.

Reactivation Plan

You need to begin testing different approaches and decide if you wish to treat low responders differently to those who don’t respond at all. You also have to determine whether you want to quickly gain people’s attention or embark on a multi-email campaign. Look at upcoming holidays and focus an email campaign around it.

If you can afford it, launch a competition offering a vacation as the grand prize; many people can’t afford a summer vacation and will jump at the chance to get in some sun as the cold weather closes in. If these subscribers don’t respond, the obvious solution is to trim your summer fat and ensure your email list is trim and sexy.

Measure Results

Much like people measure their waistlines at the end of summer to see if they are beating the battle of the bulge, you have to measure your re-engagement campaign to determine whether or not it was a success. Finding out what worked and what failed is essential when it comes to developing and conducting marketing campaigns in the future. After all, next summer you’ll have to go through the same process again!

 

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.

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