HOW TO WRITE A GREAT SALES PAGE
A sales page is the cornerstone of an online marketing campaign. Your ads lead here: this is the page that contains all the info on your product, as well as why the customer should buy it and how to do so.
Even though sales pages can run long, they don’t have to be a daunting prospect. There are several formulas out there to help you write a high-converting sales page, but this one fits all offers and is easily customisable for your needs.
Before you begin, it’s essential to have two things in mind: who you’re going to target, and what action you want them to take on the page. Identifying your audience will narrow down their problems and desired benefits to help write your copy, while having just one call to action – such as “buy now” or “join” – lessens the amount of decisions the reader has to make, removing barriers to the sale.
With those in mind, let’s get writing:
This is the bold text most visitors see first, so it has to hook the reader and make them want to find out more.
There are many headline formulas out there, but you can write your own by remembering some tried and tested ideas. Starting your headline with an action verb such as “speak”, “download” or “imagine” primes an action response and gets your reader to feel like they already accomplished something. Highlight the benefits of your service or product right away, or generate curiosity with an unusual fact or incredible results someone got from using your product.
2. Establish A Problem
Think about your audience, and identify the biggest problem they want to solve. Or, describe the problem your product or service solves best. Step into your audience’s shoes – how does that feel? How does this problem impact their day to day lives? Use the words “you” and “your” to agitate the problem in your reader’s mind.
3. Introduce Your Solution
Here’s where you offer respite from the problem by introducing yourself and the product or service you’ve created that can solve their problem, even one as big as the one you’ve just described in painful detail. Describe your solution in a paragraph, then use a bullet pointed list for a rundown of features and benefits.
4. Social Proof
Now, reassure readers by showing them examples of your product working for others. Testimonials, case studies, celebrity endorsements and client logos all work for social proof – even better when you combine two or more. Reviews from sites such as Trustpilot or Feefo also helps instil trust, so include anything you feel really proud of.
Remove any risk for potential customers by giving them details of your money back offer, 30 day guarantee or other failsafe that protects their investment. You’ll squash objections, and make them feel safe in trusting you.
6. Frequently Asked Questions
This is optional but highly recommended if you have a layered product such as a membership, software or online course. Include what it is, what they can expect, technical specifications, and any other questions you think customers might need to know upfront.
7. Ask For The Sale
Your call to action has to be simple, and motivating. A clear and concise verb tells visitors what you expect them to do next, and what they’ll get as a result (for example, “download now”, “book a free consultation” or “join the club”). Give pricing info, and make it easy for the customer to checkout.
Follow these steps, and you’ll have a solid sales page that will work for any offer.
5 Cognitive Biases that Help You Sell More
Cognitive biases are established patterns of thinking that occur in opposition to what we think we “should” feel when faced with a judgment or decision. They’re lapses in logic, or common sense, which happen when we prefer one set of rules to the other and make decisions based on something other than rationality.
Cognitive biases are often used to sell, to great effect. While these natural laws sound complicated to grasp, there are easy ways you can use them to boost your own conversions.
1. Hyperbolic Discounting
Generally, people would rather receive a smaller reward now than a bigger one down the line. In a famous experiment, children were given a marshmallow and told that they could either eat it now, or be given two marshmallows if they resisted the one for 10 minutes. Many ate the marshmallow immediately, even though there was a better reward later on.
We’re not very good at delaying gratification. To take advantage of this cognitive bias, you can offer payment plans: even though customers pay the same amount (or, in some cases, more) the fact they’re paying less that moment makes the offer more attractive. Or, you can simply delay payment, as putting down $300 in three months feels less risky than spending the same amount now.
2. Sunk Cost Fallacy
Once someone has invested time, energy, or money into an activity or decision, they’re committed to finishing it.
This means the earlier you can get the customer to make an action, or commit - even a tiny one, such as an email address - the more invested they are in your product or service, and will see it through to the inevitable end (purchase).
Lead magnets work well for this, as they exchange free value for the ability to deliver follow-up marketing. Asking the prospect to complete further small tasks - downloading an app, checking in with a daily notification, adding friends - gradually cements the feeling in their mind of having already bought, leaving payment as a logical final step.
3. Ambiguity Bias
Or, better the devil you know. People are more likely to choose options they feel are likely to succeed than those that may promise more, but whose outcomes are unknown or unclear.
People are reluctant to try new things. Case studies, testimonials, third-party reviews and endorsements go a long way to reassure customers your product or service works, and is trusted by people worthy of their respect. Your competitor may be cheaper, bigger, faster or stronger - but if you’re the one with five stars and they only have three, you’ll win the sale.
4. Confirmation Bias
This is when a person gives more weight to information that supports their pre-existing beliefs. For example, hearing that you’ve been eating too much is hard for anyone to hear - much less process in a way that leaves you open to trying a new product. Placing the blame on large corporations, or too much sugar, or past diets that didn’t work, confirms our deeply-held convictions that we can’t possibly be the problem, it’s everyone else.
Exploit confirmation bias by confirming a long-held belief your audience has, and backing it up with new evidence or by calling out a common “enemy”.
Everyone wants to feel like an individual, like their own person with a sense of control. Reactance is the tendency in most people to go against what they’re told to do, just to maintain a sense of independence.
Instead of positioning yourself as the authority by pushing a sale, identify a common enemy to “get on their side.'' Competitor products, a corrupt marketplace, and other sources of frustration are good places to start.
Cognitive biases are latent in everyone, to varying degrees. Experiment with which ones suit your product or service best, as well as which ones your audience reacts to most.
Decision Makers, Founders, Business Builders and Marketers
If you’re here reading this post then you probably want more customers for your own business or the business you’re building.
And rightly so.
We're all in the business of buying customers.
We know it might sound weird right now, but let that sink in and think about it.
Whatever we do in terms of branding, marketing and advertising, we spend money so that we can get more customers.
We work with clients from across the world on a daily basis and everyone has the same challenge.
Getting clients in a predictable, scalable and cost effective manner.
It’s not so hard if you know the core concepts of human psychology/behavior and you have a good marketing plan to tap into human psychology.
Most importantly, you need an amazing offer.
An offer your clients cannot refuse. (We’ll elaborate on this in another post)
But at the end of the day, all good marketing relies on this simple formula
Attention - Get your buyers’ attention
Interest - Get them interested
Desire - Get them to desire your product
Action - Get them to take action… in other words, get them to buy.
Whether you’re writing an Ad, Sales letter, email copy, Landing page or an article you should have all these components in place.
Here’s an Example Facebook Ads Copy.
Hey Busy Business Builders
Do you want to learn how to write kicka$$ copy?
I have put together a quick tutorial teaching you how to write copy which gets your customers lined up, begging you to give you their credit card details in order to grab your offer.
(Piques interest & Creates desire)
Click >> HERE <<
This ad is pretty simple as you can see but it does the job.
We’ve tested long form Ads, video ads, short form Ads, native ads and spent 100s of thousands of dollars testing different ads trying to understand what works and what doesn’t.
What we’ve found is that it always comes back to the basics.
You need to look at your demographics, understand their situation, their context, what keeps them awake at night and align your offer based on that.
There is no secret.
No magic bullet. We know that because we spent years looking for it 🙂
As we said, you can you apply the AIDA principle to almost any marketing material or channel.
Go ahead and test it!
Hope that was helpful.
PS: We help customers across the world get more leads, more sales and more market share. If you need help, head over here: https://digitalmarketer.africa/ see how we can help you.
9 Customer Influencing Buying Behaviour Triggers
All our decisions that we make always have emotions involved whether we are conscious of it or not. Learning how to understand how these emotions are triggered can help when it comes to creating effective and relevant marketing content for your brand that encourage people to take action.It’s ideal to be able to identify the triggers and how they are best utilized to achieve the results you want.
We will walk you through nine of the more popular triggers that usually accompany marketing campaigns.
All our decisions that we make always have emotions involved whether we are conscious of it or not. Learning how to understand how these emotions are triggered can help when it comes to creating effective and relevant marketing content for your brand that encourage people to take action.It’s ideal to be able to identify the triggers and how they are best utilized to achieve the results you want.
We will walk you through nine of the more popular triggers that usually accompany marketing campaigns.
Trigger #2: Time
Time is something that makes us feel a lot of different things and really depends on what situation you are in. We live in a time where everyone is always busy and no one really has time to set aside for something more than they already have on their plate. Where this trigger becomes useful is when potential clients are offered the promise of saving time or gaining time. Appealing to this particular trigger can involve offering to save a person time and unless you can keep your end of the promise, it should be exercised with caution in your marketing efforts.
Trigger #3: Trust
This is the one emotion you want to make people experience when it comes to your brand and the relationship they will have with it. Trust is all about gaining your customer’s loyalty because if you can win a person’s trust you are more likely to earn their purchase. This is something that you need to remain transparent on and practice genuinely because marketing done any other way becomes easy to see through and you will do the opposite of earning trust. To be able to use this as a trigger, you need to simply mean what you say and do what you say you will. Never over promise or promise things you are unsure of being able to deliver on. Be specific about what you can do and share what others say about your service or promises you are able to deliver on.
Trigger #4: Value
One of the most important things people want to feel with whatever amount of money they spend is that they are getting value. Buying decisions come down to the value someone sees that this item or service can bring them. This applies to any purchase whether it’s about someone buying something for personal use or an item or service they need.
Why this is a trigger is because your role is to help the customers understand the perceived benefit they are going to gain from this transaction. The better you make people feel they are getting a great deal, the easier it is to show you are providing value in return for their money.
Trigger #5: Belonging
It’s really important for us as humans to feel like we belong in a lot of ways. Feeling like we belong allows us to feel a sense of validation. This feeling of belonging means that people can make decisions to buy things based on feeling validated and a sense of belonging. People can also feel accepted or purchase the item or service because it is part of the process of feeling part of something bigger than us like a gym for example (to make friends). This trigger is an important one when it comes to how people feel about themselves and has an effect on people’s intellectual levels, social skills and even our mental and physical health.
Trigger #6: Guilt
Everyone feels guilty at some point and some people tend to feel more guilty than others. This trigger can and often is used in conjunction with other triggers like time and fear. Guilt comes in many forms and as such can be used in marketing efforts in a lot of ways. This is why when guilt is used in marketing content you need to exercise it with caution. Pay attention to how you phrase your messages because the last thing you want to do is offend your potential audience.
Trigger #7: Instant Gratification
Who doesn’t like not having to wait for something? In today’s age, instant gratification has almost become the norm and waiting is something out of the ordinary. Being able to use this as a point of value for your product/service can go a long way to how people receive your marketing material. Work around how you can offer your clients instant solutions when it comes to using this trigger to your advantage.
Trigger #8: Leadership
You need to appear as a leader in whatever field you are in. This is because people listen to leaders or those who they perceive to be leaders. If your marketing positions you as a proven leader in what you are selling, people will trust that and have faith in your promise of delivering what you said you would. Work on ways to be a trendsetter in your field and go above and beyond for your clients. Do whatever you said you will do, but better.
Trigger #9: Competition
Healthy competition is great because it can be the push we need to do better in what we are trying to do. In today’s world, competition is fiercer than ever which means that you need to be able to do what you say you will do. There is also a lot of choice in today’s world and you need to understand you are going to come into a lot of competition when it comes to sending a message to your clients. Use the competition to your advantage though to improve on what you are doing and concentrate on being the best you can be among your competitors by keeping your client’s needs the central focus.
Google Ads Guide
(Learn All You Need To know About Google Ads)
If you’ve thought about setting up ads to reach the target market ideally suited for your products/services, then the first thing you’re going to want to do is to make sure the money you spend on those ads, is well spent and in the right place of course.
If you’ve ever considered running Google Ads, you might already know that Google is one of the most popular websites in the world. The ads run across several different platforms like YouTube, Google, Blogger and literally millions of other websites. This collection of websites is referred to as the Google Display Network.
We’re talking about over 246 million unique visitors, 3.5 billion daily interactions and an approximate 700% return on investment.
Today, Google Ads is a paid platform for advertising. It also falls under the marketing channel that is known as pay-per-click. This means, you as an advertiser pays for each click or impression on ads running.
So basically, what happens is that the more people click on your ad, the higher your chances are of winning a new client (or a lead in the very least).
One of the major advantages of advertising on a network like this is how expansive it is. Meaning that your ads get maximum exposure across a multitude of platforms.
And in case you are wondering if Google ads work, take a look at the figures.
Display ads alone across the Google Display Network bring in around 180 million impressions every single month. It’s estimated that 43% of people buy something they have seen in a YouTube ad while paid adverts that appear on Google see up to 65% of traffic by people clicking the ad to find out more.
Do Google ads work? Yes, they do. If you can learn how to optimize your ad campaigns and lead flow (what happens to the lead when they click the ad) then it is possible to create high returns on your marketing campaigns by making your marketing campaigns work for you.
Why choose Google?
In addition to being one of the most used search engines in the world, receiving up to 3.5 billion search queries every day, the network has been around for almost two decades. So not only has it demonstrated resilience over the years but it also works. Google has become a resource for people who need to find out information by asking questions. The engine then returns its answers with a mix of paid advertisements and organic traffic. According to the search engine, advertisers earn $8 for every $1 they outlay on their marketing campaigns.
And in case you still need a reason to consider advertising on Google, remember your competitors are using it too which means every lead you are not advertising to is a lead that becomes a competitors client.
Even if you are ranked nicely for search terms organically with Google, your results are most surely being pushed down the page because of paid advertising from other businesses like yours.
You know by now, people searching for information on a search engine very rarely go past the first page let along scroll down to the bottom of that first page.
The bottom line is that if you are advertising your businesses and services/products with PPC, you should be including Google ads in that paid strategy to win over new clients.
Google ads are great because they display your ads to audiences that you would ideally like to convert into clients. As an advertiser, you will bid on specific search terms that your leads would most likely be entering in order to find a solution to their problem.
The winners of those bids are either then placed on the top of the search results, in YouTube videos or across different types of websites all depending on the kind of campaign you have selected to run.
There is also the other side of the story of those people who are using Google ads but have not had much success with it. There are a lot of reasons why your ads may not have worked. We’ll explore a few of those below.
Keyword Terms Too Broad
This is something you need to get right which is really important to test and adjust along the way. Think about it this way, if your terms are too broad, your ads will be placed in front of the wrong audiences which means you will have fewer people interested to click through. Regularly go over the terms that are working and make changes to the ones not bringing in results.
Ads That Are Not Relevant
Make sure the ads that you are paying to display to large numbers of people match the persons search and their intention. Things like headlines and the ad copy need to match the keywords you have placed bids on. Think about it this way. For your ads to be successful, they need to solve problems that people are looking for solutions for. Remember to split test if ads are not performing and adjust along the way to get the best results.
Your Ad Has A Low Quality Score (QS)
Your ad QS is responsible for how your ad will rank. Obviously, the higher this score is, the better it will be for your placements. Google will communicate your score to you it’s best to work on improving it for even better results.
Landing Page Not Converting
A lot of people don’t realise that all the work alone doesn’t go into the ad. Once your ad is doing what it needs to be doing and directing traffic to an external source like a landing page, the landing page needs to also help in converting the lead to a buyer. Is your landing page optimised for mobile, is the headline and copy appropriate, is the page able to solve the visitor’s problem.
Types Of Ad Campaigns
There are three types of ad campaigns you can choose to run with Google Ads. These are Search, Display or Video.
Search ads are the adverts that will appear on the results page of your search engine. So when you type in ‘How to sell my house’ in the search engine, the results that it brings back are where these adverts will appear. If you are a real estate agent and want to search for new clients to list with you, you’d want to bid on those keywords.
Why this kind of ad works is because your information (and the solution) is delivered to the viewers in the place they are looking for the answers. Your ad is shown in the same format as search results so it feels less like they are being pitched to also.
For Display ads, Google makes use of its vast network of websites across different industries. This collection is known as the Google Display Network and has a large offering of different audiences.
These ads work because your content is displayed across a large audience of the right kind of audience. Plus website owners are paid for every click that someone makes on the ad while on their site. These kinds of ads generally comprise visual ads that are designed to draw the viewers attention away from the content on a particular site.
Lastly, you have video ads that are shown either before during or after YouTube videos. It’s important to keep in mind that YouTube is a search engine too and that if you choose the right keywords, the respective ads will show up in front of videos. These ads are designed to disrupt the viewers' attention enough to see what you are trying to show them.
When setting up your ads, it’s important to remember what role your location can play on the campaign. You will need to set up a geographical location where your ad will be shown. For e-commerce campaigns, you ideally want to set locations up that you deliver to. Similarly, if your services or products are available worldwide, then there really is no limit to who you can show your ads to.
Some Things To Keep In Mind…
It’s really important that you do your own keyword research well because they need to match with whatever searches users are running. Google then matches your advert with those corresponding queries. Each ad group that you create in your campaign targets a set of keywords (the best is one to five keywords) and then Google displays your ads based on what you have specified. It’s really important to get this part right because it can mean your campaign reaches the right audience or does not reach anyone because it is too broad.
When choosing your keywords, you have a little room to play with because of something called match types. These let Google know if you want to match queries exactly or if your ad should be displayed to anyone in a search query that is semi-related. You can choose from these match types: Broad match, Phrase Match, and Exact Match.
Your Headline & Description
It’s important that you get these right on your ad because it can mean that people click or not click your ads. Be sure to make the copy on the ads match what users are looking to solve and establish the pain points you want to remind the users about in order to show you have a viable solution for them.
Google Ads Terms To Remember
AdRank: This determines where your ads are placed. The higher you are ranked, the further up your ads will appear and the better chance you have of getting prospects clicking your ad.
Bidding: Google ads work on a bidding system where you need to select a maximum bid amount you are willing to pay when people click your ads. The more you bid, the better your placements are likely to be. You can choose from three options when bidding, cost per click (pay for each ad click), cost per mille(what you pay when your ad is shown to 1000 people) and cost per engagement (what you pay when someone takes an action with your ad)..
Campaign Type: You will need to select between search, display or video in order to start your campaign.
Click-Through Rate (CTR): This is the number of clicks you receive on your ad in proportion to the number of views your ad receives. The higher your CTR, the more successful your campaign is.
Conversion Rate (CVR): This is the measure of form visits compared to the total number of visits people make to your landing page as a result of clicking your ad.
You want this to be higher because that shows people have started the conversion process.
Automated vs. Manual Bidding: There are two types of bidding you can perform when setting up your ads.
Automated Bidding puts Google in control by allowing the platform to adjust and moderate your bids according to your competition. You are able to set a maximum budget and Google will work with your restrictions to best deliver you results.
Manual Bidding gives you the control because you need to set the bid amount limits for your ads. This option gives you the chance to reduce your spending on ads that are low performing.
Does the thought of getting Google Ad campaigns started stress you out or are you unsure about how much to spend and why?
Book a free strategy session today and get started the right way.
Click HERE to book >>
How To Create Your Perfect Avatar
No matter what business you have, whether service or product-based, you are here to serve a specific market. Your product/services are not going to suit everyone which is why it’s really important to know who those people are that you are targeting as your client base.
Once you know what kind of person you are targeting as clients, creating the service or process around them becomes a lot easier.
But why do we need to know who we’re talking to?
It’s simple because if we try to satisfy too many people, we land up not being able to serve anyone at all.
We live in a time where people are leaning more towards the experience they have when interacting with brands or when it comes to spending their money. In order for people to choose you out of all the people you compete against, you have to leave an impression on them and to do this, you need to make sure the message you are sending to those people is the right one.
If you’ve ever struggled to come up with content for your audience or even how best to appeal to them, it could be because you have not defined a specific customer avatar.
Creating your perfect avatar is the first thing you should be doing when it comes to planning how you are going to market your product/services.
Once you define this avatar, marketing to your audience is clear and you are able to create the right messages that will appeal to your market.
For you to make a success out of what you are doing, it’s really important to understand why you’re there and what difference you wish to make in your clients' life.
What is the ‘perfect avatar’?
First things first. What is an avatar?
Your avatar is your ideal client. It doesn’t represent a single person but has all the qualities of a person that your service/products will appeal to. Your avatar is the person who you picture in your head when you are creating your products/services or the campaigns and communication you wish to send to them.
Of course, this person is fictional and there will never be a person who fills all the characteristics of this avatar but this avatar is about helping you know who you are speaking to and how to craft your business and its offerings to make sure that you reach the target you are looking to reach.
Think about it this way. If you have not crafted this perfect person who you think of as a client, then how will you know what problems they have that you can solve?
How to create the perfect avatar
Determine their characteristics and who they are
This is the first step to take when creating the perfect avatar. When you’ve decided that you want to offer your services/products to the world, this is the next thing you need to do. This is because you need to know what your business’ purpose will be and how you are going to be able to provide for your clients.
Start by looking at who your avatar is. Avoid being general when you answer this question. For example, avoid starting like this: “My avatar is anybody who is into this and that and wants to learn more about it”.
This is vague and says nothing about who that ideal client is because you have likely referred to half the humans on the planet.
Instead, talk details.
My avatar’s name is Mary, she is 35, works as a full-time writer. She has been wanting to write her own book for years but does not know where to start. She often feels frustrated because between working full time and trying to save for a house, she does not have the time to get started on the book. When she has the time to dedicate to her personal writing she does not know what to write or how to even start a book. Mary lives with her fiance and they love to travel and adore animals.
Do you see the difference between the first example and the second?
Not only can you see who you are talking to but you can also get a pretty good idea on their pain points and what really bothers them. This info is really important when it comes to targeting for digital marketing and helps you find the people who are best suited to be your clients.
This is really important to do because there are many times going forward that you are going to need the information whether it is creating advertising campaigns or creating content for your website or social media. The last thing you want to be worrying about when it comes to creating this content is wondering what to write about.
Having the right info about who you are talking to will ensure that you are crafting your messages the right way and appealing to the right people instead of wasting time and money on missed targeting.
You have a pretty good idea right now what your customers are going to look like but what you personally think is just a starting off point. You need to conduct research to get deeper, more relevant info in order for you to continue in your avatar creation.
Create an avatar worksheet
Now that you’ve started researching information on your avatar, you’ll want to have it in one place documented.
Use this document to write your avatar’s story (something like what we did above). Bring all the information together in one place so you can compile rich, detailed customer profiles and really bring these avatars to life!
You may find during this process that you discover other potential clients for your business. For example, if you have been targeting women, you may find that you can now include a mother avatar based on the information you have found and what you intend to do with your business.
Pay attention to the ‘negative avatars’
While it is really important to understand who you are trying to attract as clients, it’s also important to know who you don’t want as clients. Creating this kind of avatar can narrow your target audience down more and help you focus more on the ideal kind of client you want.
This knowledge will help you craft even more relevant content and will help when it comes time to marketing and selling your product/services.
Did you know that an email ‘open rate’ is not when you send out an email and that person simply opens it and sees its content?
Open rates are defined when one of the following happens:
The recipient of your email enables the images to be displayed in the preview pane or in full view in the email or
The recipient actually clicks on a link contained in the email.
Sounds pretty straight forward doesn’t it because we usually assume that when we send an email, it is going to be opened and read by the people it is sent to?
In the case of email marketing though, this is not always the case.
But that is why you’re here.
Maybe you’re asking how this email open rate is calculated?
This is by taking the number of recipients who open the mails and dividing it by the number of emails sent that did not bounce or fail to deliver. So if you sent out 100 emails and 90 did not bounce or fail, you then take the number of emails in that 90 that are opened and clicked. If out of those 90 emails delivered, 10 opened up and clicked, then your email open rate on that campaign would be 11%.
With all that being said, maybe you’re asking how you can increase your open rate?
Let’s get onto that!
#1. Start with an engaging subject line
This is the starting point because it is the first chance you get to convince someone your email is worth opening. Make sure you are always testing subject lines to make sure you are giving yourself a chance from the start. If you are not testing this and wondering why your emails are not being opened, this is a good place to start.
#2. Speak to one person
This is a really important point because if you’ve learnt anything in the world of marketing is that when you try to speak and cater to everyone, you are likely going to land up speaking to no-one. Write as if you are speaking to your ideal client, and think about how you would talk to them if you were in front of them.
#3. Quality always wins
Why would someone read an email if they can easily just google the content you have provided? The key to having people open and engage with your emails is sending them info they are not about to stumble across anywhere else, at least easily. You want to provide quality content that the reader feels they are getting value from reading your email. The key in this is that the more interesting your content is, the more chance you will have to convince them to follow the call to action in the email.
#4. Sign it as a person
We live in a big world with a lot of people. The last thing anyone wants is to feel like ‘just another number in the masses’. When you write your emails, make sure it is coming from an actual human with a name so that people feel like they are interacting with a human and not a easy to tell bot or company. Not only is this not personal but you would have wasted your time writing amazing content only to be ignored because the person sees this as another mass mailing spam email.
#5. Pick your moment to send
There is nothing like being disturbed in the middle of the night from someone trying to get you to sign up for their masterclass. It’s annoying and people don’t take kindly to it. Always keep in mind time zones and even a good time of the day to send out. 8 am is probably the least appropriate time to send out because who wants to be propositioned when they are hitting peak hour traffic and are raging mad already. Go back to testing when the best time is to send out emails and you will soon have data to see what times work and what times don’t.
#6. Don’t get put in the spam folder
This is a no-go especially because spam filters are becoming smarter and more sophisticated. Spend time making sure your emails are not considered spam worthy because spending that bit of time to make sure it is not spam, can do wonders for your open rates. Also, remember that no one is going to go check their spam folders unless they need to so your content is going to be wasted if you land up in spam all the time.
#7. Optimize for mobile devices
This goes without saying. If you are sending marketing emails out then you need to make sure that those emails are clearly visible on both desktop and mobile devices. So many people forget that people carry their phones around with them and lose the chance to grab leads because their emails were not working on mobile or were not optimized for mobile. Mobile internet is kind of king right now, make sure you are reaching this audience too!
#8. Stay away from buying email lists
This is a giant red flag. This is the last thing you want to be doing. One you are not guaranteed how qualified these leads are in your industry context and two, these people are likely so sick of receiving emails from all the other dozens of people who bought this list that they already have their spam folder happily primed to get your email. You need to know your audience in order to sell anything to your audience and list building is a part of that process.
#9. Keep things fresh
Every so often it’s a great idea to see who is still active and what emails actually work instead of thinking you are sending to 1000 people when you are actually only sending to 100. Refresh your lists and make sure contacts are up to date. Also, keep looking for new contacts so that you always have a list populating. Never assume people will still be using their emails that you got 2 years ago let alone 2 months ago. Always keep it fresh and regularly spring clean the lists to make sure you are not creating email campaigns for nothing.
For those who think that email is on its way out, think again. And for those who think that email marketing is just a giant waste of time, you can also think again. Very simply, the stats show that email is not going anywhere despite how much flack it seems to get.
The thing is, email marketing is like anything else you want to do. You need to be able to do it properly in order for it to work for you. In 2017 alone, there were 1.8 million more emails sent (Communicator Email Benchmark Report 2017) with numbers expected to rise year after year.
But the question most businesses and organisations seem to ask, especially in an environment like Mauritius is, why bother with email?
The question that they should be asking instead is why NOT bother with it?
Especially if this is a form of marketing that can help generate leads for different campaigns and result in tons of new business for the company?
The problem is that there is a really big misconception when it comes to email marketing in Mauritius. This is because it has not been approached in the right way. Also, companies tend to think that buying their lists or paying a company to send out emails to thousands of unsuspecting subscribers is going to have remarkable success. And when it doesn’t, they have not only wasted a lot of money but also lost faith in the marketing strategy.
But that’s why you’re here.
We’re going to walk you through a lot of the misconceptions and guide you to why you should be spending more time on your email marketing than you already are, but, the right way.
Are you ready?
Let’s get started.
First up, we’re going to talk about what to do and not do when it comes to email marketing.
1. Have a clear goal when sending
You’d think it goes without saying but yet here we are, explaining it.
You should never compose or send an email without a purpose in mind. For example, do you want to generate more leads? Are you looking to generate more purchases from repeat customers or maybe you just want to increase your brand’s awareness?
Before you hit send, it’s important to know why you are sending the email and what emails you will send to follow that email. Without a clear purpose, your emails will be all over the place and will not attract the attention or Call To Action you are really looking for.
Think about it, if you don’t guide people down the path, how are they going to come to the conclusion you need them to come to?
Remember this one thing when starting: Failure to plan is a plan for failure…
2. Automation can be your best friend
Especially when it comes to the outreach process because even for smaller retailers or companies, email marketing can be exhausting and time-consuming. time that you may not have to spend on this kind of thing or can afford to hire someone to spend the time on it.
But never fear, automation is here…
You should think about making it as easy on yourself and team and here is how you can start.
Welcome emails or thanking a user when they first subscribe
Emails to remind people about events or sales that are coming up
Follow up emails to send out after people make purchases
Thank you emails to your lists to show you appreciate their loyalty
Triggered emails - usually when someone does something it will trigger a certain email, eg cart abandoned, have not logged in for a while, unopened emails for a long time etc
Emails containing surveys
Email series of content you want to be fed to users as and when you wish
The list is quite extensive but you get the idea.
All this can save you a lot of time just by doing some forward planning.
Remember to write the emails with the same tone as you always use so that the reader does not think it’s an automated message straight off the bat. Or else you will risk people thinking your brand is not sincere.
Every email needs to speak to your user, whether automated or not.
3. Personalising your emails
When it comes to email content, your users are not going to be thrilled to know that the ‘special’ email you are sending to them is the same one your other 4,999 customers are getting.
It’s good to make use of audience segmentation to make sure that the content you are sending to the different audiences is suited for them and not just a ‘one size fits all’ approach.
You might want to consider this:
Understanding why customers are visiting your site and shape the kind of content you are sending around that
Create a ‘persona’ for each of your segmented lists with key traits of each list including things like what their interests are, their demographic info and purchases that can apply to that group.
The more you know your customers, the more your emails will speak to them.
This is what you want.
4. Make sure your emails are mobile-friendly
In other words, make sure your email appears just as nicely on a mobile screen as it does on a desktop because it’s pretty safe to say that most people are on their mobile, checking these emails on the go so it needs to be easy on the eye.
Remember that if the messages you send out aren’t easy to open and read on a smartphone or tablet, you’re turning off a large portion of your customers.
Try these tips to make those emails mobile-friendly:
Reduce image sizes by compressing them
Use an email HTML editor to make sure your images are sized according to the screen instead of pixel
Make your button and link sizes bigger
Make sure your email template is responsive
Do not use a lot of rich media in your emails
Streaming video may be great for desktop but can be a major pain on mobile
Bottom line, never forget that mobile matters now more than it ever has so your content needs to be able to adapt to that too.
5. Monitor your progress by tracking emails
You need to see how well (or not) your emails are doing.
Make sure you are tracking conversions, click-throughs, subscription rates and unsubscribes.
Don’t simply go on open rates because perhaps your emails are being opened but there is no further action taking place after this.
6. Keep your emails short BUT interesting
Simpler tends to be better when it comes to getting a message across but you also want to make sure that you keep the reader engaged in the email.
Good emails highlight and contain a single core message and avoid rambling.
It says what it needs to and then gets out.
Even emails like newsletters need to be kept to a few hundred words because people just are not interested in reading.
Keep in mind, you are competing with email read times of around 15 seconds on Android and three seconds on iOS. If you don’t keep it single but interesting, your emails will just not be read.
7. Always be honest
From the start, be honest about what kind of content your email list is going to be offering users and do mention the frequency of your emails.
This may seem like a small detail, but people appreciate the transparency particularly when we live in a time when everyone is trying to sell anything to anyone.
Be clear about what people are getting when they sign up so that they are coming into this relationship with all the information.
Then, if they decide at that point it is not for them, they have the option to unsubscribe instead of reporting the emails as spam at a later stage.
1. Don’t spam people
This should do without saying, in this day and age - it must be avoided at any and all costs.
While most people practice this sentiment, there are certain elements of an email that don’t make the email ‘spam’ but do make the email appear in very bad form and as a result, can be classed into the same category as spam.
And when they happens, you can be assured there is only one thing people are doing to those emails (no matter how amazing what you might be offering is) - they are trashing them and most likely reporting them so they do not have to receive any such thing again.
Make sure you do these things to avoid being labelled a spammer and coming across completely unprofessional to your clients.
Do not email people who have not given you their express consent to do so
Always use the double opt-in option to make sure those who have subscribed, confirm they are accepting to receive content from you ( avoids ‘accidental’ sign-ups)
Be very clear in your emails about who you are and how a person may contact you
Don’t over send emails. You don’t want to overload your list with emails that will make them feel like this is getting too much.
Make the process of unsubscribing easy to do, there should be a clear link showing people the way they can unsubscribe. The harder this is to find, the more annoyed the reader will get.
2. Don’t be boring
The last thing you should want to be doing to your subscribers is boring them.
Even if you are automating certain emails - the responsibility is still on you to make sure that the content is interesting and not just salesy all over. Include images, make sure your headlines are catchy and grab people’s attention. After all, you want people to be glad to receive your emails.
Imagine when you are composing the email if it were you receiving this mail, would you be interested in reading it? Being biased here will not help you. Be honest with yourself so that your email quality can remain at a high level. If you can’t be bothered with what the email says, imagine how subscribers will feel.
Also, remember that how much effort you put into the writing of emails is in direct relation to how people are going to receive them. Imagine it this way. If you walk around smiling at people, they are bound to smile back, guaranteed. Maybe not everyone, but someone will.
Keep that in mind when writing your emails and avoid being boring at all costs!
You can have the best looking, sounding email there ever was and it turns into a complete failure by not including a strong call to action.
If you talk about products/services - make sure your links are tested and give access to the content you are talking about.
There are many ways you can visually catch someone's eye in the email itself perhaps by using a sidebar similar to something you may have on your website.
Try asking the right questions in your call to actions (like isn’t it time you did X instead of Y)
Try to always include calls-to-action that are relevant to what you are offering them or else they can be missed entirely.
Make sure your CTA’s are always visible and accessible.
Where applicable always add urgency your campaigns.
4. DO NOT BUY LISTS
This is probably the most important aspect of this guide. The one thing you should really and truly steer clear of.
You know the kind I am speaking about. The one that arrives in your inbox without fail every single day advertising just about anything and everything. Most of the time it goes to your spam folder (for good reason too) and its effectiveness is poor.
But, it promises attractive email delivery figures (100k+ in some instances) and that is where people fall for it.
The fact is, you are not getting the chance to have 100k+ subscribers, you are helping this business make LOADS of cash on people who think they cannot build their own lists.
But here’s the thing.
You CAN build your own list.
Just because their numbers are impressive does not mean every single person is opening and consuming the content within. The only thing going for a list like that is that it sends to large numbers.
The real numbers that matter are open rates, Click-Through Rates & Results.
You have no way of tracking the data, seeing where you could improve or truly understanding how many new leads you are getting from ‘buying a list’ like this.
Remember also, that the quality of leads you are getting is not geared towards your brand but simply anyone who has at one point opted into one their schemes unwittingly opening them up to a lifetime of emails that deserve to be in the spam folder.
In other words, you are not getting quality leads nor are you getting leads that are interested in YOUR business. And if you are not growing your list consciously with this in mind, then you are not serious about that list nor are you serious about bringing in more business.
List-buying is a waste of money. If you are that keen to spend that kind of money invest it into your own list building and incentivise users to subscribe. Think discounts on products, videos, ebooks or even webinars. What we are leaning towards here is: Give them value in exchange for their email address and make them understand they are getting that value.
Again, we will say it. DON’T BUY LISTS. Just don’t.
It is illegal to start with and unethical to spam prospects with your promotions without permissions.
(We will elaborate on growing VS buying lists in the next section of this book)
5. Do not hit send without testing, editing or proofreading
Before your email hits the inboxes of your subscribers it should be tested, checked and looking exactly how it’s meant to.
Blatant typos, wrong dates, names spelt wrong or images that don’t quite fit in how they are supposed to make your email look unprofessional.
It should be a rule of thumb to check that this kind of thing does not happen.
Test the opt-ins work, the emails are delivered and make sure that you check the emails on multiple devices to make sure they display correctly.
Get others to check as well, as they may pick up on things you could have missed.
Bottom line. Do not send without checking.
6. Don’t centre in on the sale
We know the reason for building lists is to turn leads into customers. Most of these people understand that, at some point, they are going to be marketed to, propositioned etc. But there is no reason to concentrate only on the sale and closing it.
For starters it makes you look like you don’t care about the human element and just want to rake in the money on all these subscribers you have.
Like anything, there is a time and a place. Concentrate on showing users they are valued and that them being part of your list means something important to you.
Give value wherever you can. Cultivate a relationship with users, do not just push the selling onto them at every opportunity.
If you only take care of selling to them, they will either unsubscribe or report your emails as spam.
Remember, you need to give value.
7. Don’t be over the top
You know what we mean. Too much of everything all jammed into one mail.
Too many images.
Being too much with the subscriber, using their name in every sentence.
Being like that desperate person everyone avoids at all costs because they just cannot bear to see you act overboard all the time.
Don’t turn your emails into that desperate person that everyone avoids.
As we mentioned further up, keep the email content simple BUT interesting. It’s a fine line yes. But it is achievable.
Stick to one core idea per email and work around that.
Make sure there are images that complement the content not take the attention away from it.
And finally, don’t try to cram everything into one email all at once.
If you’re in business then your business needs recurring customers. How do you go about getting those customers?
They need to know about your brand and whatever product or service you offer and they, of course, need to be the kind of people who would buy your product or service.
Maybe you’ve heard a lot of subscriber lists but haven’t really taken care of them. But you should be paying attention to them because not only can your email marketing turn them into leads and then eventually, customers but it’s something you can do instead of having to buy.
In Mauritius, you need to keep in mind that buying lists may be easy but that it’s a dead end marketing strategy that lands up being a waste of time and money. Why?
No one pays attention to these emails not in the way that you think they will. Most don’t even open them and they go straight to spam or are trashed by the subscriber.
Your message or call to action that you need the subscriber to engage with is likely lumped in with a few other companies who have paid for the same thing you have and there is just too much going on with for people to engage with.
Most of the sentiment is that these emails are all people trying so desperately (and annoyingly) trying to sell something to you.
People have become desensitised to the mails because they know there is nothing of value in there for them.
Do you really think it’s worth paying for a service that people are not even engaging with?
Think of it like this. You are in a room filled with people and you are talking into a microphone offering them the most amazing thing they will ever see and not one of those people are paying attention to you or even looking at you. Get the idea?
So you’re probably thinking, what makes growing your own list any different to this?
Well, for starters, you are talking to people who have already taken an interest in your product or service.
Growing lists is not the most difficult thing your business will ever do. By offering people something of interest and targeting them appropriately, you can attract subscribers who sign up for your information and agree to receive what you send them.
Think of it like this: you offer a free video series, whitepaper, ebook, audio series etc to which people need to sign up to receive. You are building your list in exchange for the content you are making available to people who are interested in it.
Once you send traffic to the page which offers people this free content, they need to sign up and this process - repeated over and over - results in your building your own list.
Of course, this is not the only way you can build your list, there are literally dozens of ideas you can do in order to build your list.
The first step towards growing your own subscriber list is adopting what is known as permission-based marketing.
It’s simple. This is the act of people giving you their permission to market to them. This is the point of getting them to sign up for whatever content or free offer you have for them. And this is the consent they give which helps you know that you are talking to the right people when you start your email marketing campaign.
If people do not give you their permission, they don’t receive your emails. Simple.
The subscribers are not only they are signing up for your content or offer but they know what they are signing up for too. Because permission-based marketing means being open and upfront about this entire process. Maybe it’s a newsletter or people are agreeing to hear about your latest offers. However you are conducting your email marketing, this is probably the best way to go about doing it. Plus you are also getting the right people - in other words - the people that WANT to receive the info.
Why this matters so much in email marketing is that it gives you the chance to establish a relationship-building process.
You are not simply pushing content on them that you want them to take action on, ie, buy. You are taking the time to get to know the subscribers and helping them to get to know you too. Plus it gives you the chance to offer them valuable content before warming them up to whatever offer, product or service you intend to show them.
When you are running email marketing campaigns, you are going to need to make sure you are measuring the analytics around it or else it is a kind of pointless exercise to get into. The whole point of being able to have a successful email marketing campaign will be based on the results you are able to measure and generate.
For example, maybe you’ve heard terms like ‘Click Through Rates’ and ‘Open Rates’ and aren’t sure how that will factor into your email marketing strategy.
So let’s explain a few of the commonly used terms.
First up is Click Through Rates.
What is it?
Simply put it is the number of people who received your email that clicked on one or more of the links contained in the mail.
(Now’s a good time to remind you that if you aren’t putting links into your email campaigns, there is really no point in doing them because you have no way to measure them)
Maybe right now you are asking why it’s such an important metric to be tracking?
This is because it is the metric that is able to give you direct feedback into the kind of content your subscribers are engaging with as well as how many are engaging with what content. This is one of the ways you will then optimise your email campaign because you will be able to tell what content is favoured overall and how much the list you are growing is engaging with your contact.
How is it measured?
You can calculate the CTR by taking the total clicks divided by the number of delivered emails and multiplying that amount by 100.
Example: Say your campaign gets 500 clicks ÷ 10,000 emails that were delivered * 100 equals to 5% CTR. This is analytic that you are going to keep on doing because it will give you an idea where you need to improve as well as an overall idea on how the subscribers are reacting to the content.
These results are also measured to see how your split testing efforts go. The higher the CTR is, the more results you are going to get which is why this is a good way of optimising your content and growing your lists.
Remember though that you should not confuse CTR with open rates.
The difference is that your open rates are just a measurement of how many people actually opened the mail but the CTR tracks how many not only opened but clicked on one or more of the links contained in the email.
So while you may have higher open rates, this can mean pretty much nothing unless your subscribers are clicking on links in your email and therefore engaging with your content.
However, the open rates can also help guide you when you are optimising content by using it as a guide to see what people are not interacting with. This way you can adjust the content so that you are able to convert those open rates into CTR.
The General Data Protection Regulation (GDPR) has brought some big changes to the online world and even though the regulations were implemented by the EU, it has had a big impact on email marketing all around the world.
Before the regulation was enforced, buying of 3rd party lists were something pretty common but since its introduction, the rules have somewhat changed.
Like we pointed out earlier, building your own lists holds a lot more advantages for you and will save you a lot of money that you’d be otherwise spending on buying subscribers who tick all the right boxes of what your client list should look like. But the problem with buying these 3rd party lists is you just cannot be sure you are talking to the right kind of client.
Also, something to bear in mind is that people are getting tired of signing up for these kinds of lists only to be bombarded with dozens of other email marketing that they are not totally sure where it comes from. This is why now before organisations can sell these databases, they need to be able to prove they built the list whilst complying with the GDPR and they also need to have permission that they are allowed to use the details for advertising purposes and that they are also allowed to send this data to other recipients for direct marketing purposes. Sounds like a lot of hoops to jump through, doesn’t it?
This is another reason why buying a 3rd party list is not the way to go and why building your own list not only keeps you accountable to you but also gives you the peace of mind that you know where all your contacts come from.
Before acquiring a contact list or a database with contact details of individuals from another organisation, that organisation must be able to demonstrate that the data was obtained in compliance with the General Data Protection Regulation and that it may use it for advertising purposes. For example, if the organisation acquired it based on consent, the consent should’ve included the possibility to transmit the data to other recipients for their own direct marketing.
It’s really important to remember that email marketing is a helpful tool that can do great things for your business granted it is done the right way and its success adequately measured.
In short, if the email marketing process were to continue the way it is currently going on in Mauritius, it is eventually going to die out. Not only because it will no longer be deemed of any value but also because people are tired of the amount of spam out there.
The last thing you want your company doing is earning an online reputation as spammers. You have to remember that people have spam filters and your emails won’t even reach the inbox of these clients if your emails don’t make the grade.
It is therefore essential that building lists by organisations are used to build better relationships with leads and clients by offering valuable content to its users and earning their trust, the right way.
This email marketing process should be seized as an opportunity for people to get to know your brand and not give future clients anything to moan about when it comes to the way you market yourself. The last thing you want is a reputation for hounding people to buy buy buy. That is only going to turn them away. Period.
Like with anything related to marketing, a long-term strategy is always favoured and should be used as a means of optimising the emails you are sending. At the end of the day, you are looking for people to love your brand because people who have been won over by your brand will be a lot easier to convince in the long run as opposed to people who sigh every time they see an email enter their inbox from you.
“If you rent a list, buy a list and mail people without their permission that’s literally spamming.
There are quite a few companies in Mauritius who are in the spamming business and it’s surprising how the big corporations hire spammers.
There are a lot of legal and reputational risks when it comes to spamming from a Mauritian Law perspective and GDPR perspective because you never know who is on those lists.
You can be spamming Europeans through third-party lists and exposing yourself and your company to lawsuits.“
Do Email Marketing Right! From The Start...
Do you need an expert team to help you with this?
Dear Business Builder
Glad you’re here.
If you’re interested to grow your business, you’re in the right place.
In this short ebook, you’ll learn how to Dominate any market, niche or industry whether you own a business or work for that business.
Now, let’s get this straight.
It’s not always easy or straight forward.
Point is, this should be your goal from the outset.
To Own Your market.
To Dominate It.
To beat your competitors.
To be the only brand your prospects think of when looking for a product or service you sell.
Now there are a million ways to skin the cat, but i’ll share some quick and dirty methods to get you give you a headstart.
So the easiest way to dominate and own a market is to create it.
Yes you read that right.
Create your own market and own it.
This can mean a lot of things, so let me explain
There so many big niches out there that you can easily create your own sub-niche and own it.
Let’s say your company provides Digital Marketing services.
You could specialize in Digital Marketing for banks and own that market.
Instead of going broad and trying to compete with a lot of people, you’d narrow down your market and try to dominate it.
It’s easier to customize your message, easier to deliver the services and easier to dominate.
But of course, sometimes you already have an established business and you can’t change the niche that you’re working in.
Or the size of your market as a whole is too small, then you can’t really take that approach.
You’ll have to deal with existing competitors but here’s the scoop.
Let that sink in for a moment.
We are talking about buying customers.
In a very simplistic way of putting things, we’re all in the business of buying customers in exchange of value.
Whenever we’re talking about customer acquisition online, the main metrics we need to focus on are Customer Lifetime Value & Customer Acquisition Costs.
If you’re wondering what a CLV = Customer Lifetime Value is, here’s a definition
In marketing, customer lifetime value, lifetime customer value, or life-time value is a prediction of the net profit attributed to the entire future relationship with a customer.
Now let’s say you are responsible to grow Dental Practice.
You’d want to know things like how long a customer will stay with you, how much would they spend on average per visit and how many times they would visit per year.
Let’s say a patient is worth at least usd 5000 to a dental practice and it generally costs usd 500 to get a customer, that will give you a rough idea of how much you should budget for your advertising campaigns.
You could potentially say that you’d need to spend at least usd 5000 per month to get 10 customers which would potentially bring usd 50 000 over time which would be a health 10x ROI.
Based on those numbers you can determine how many customers you’re ready to onboard per month and how much advertising budget you’d require to achieve that number.
This comes back to the concept of buying customers that we discussed about earlier.
When you can predict the number of customers coming in your business every month like that based on your marketing campaigns that you run, this is what we call market domination.
Now in our context, we’re talking abou how to use online channels to generate customers and dominate our market.
Look how we’ve worked the numbers backwards and there is a very good reason for that.
There is no point running any Digital Marketing campaigns without set objectives and if we have proper numbers, we can plan our market domination and Digital Domination.
Digital Domination… How Do We Do That You’d Ask…
It’s pretty simple.
To be omnipresent, you need to be seen on all media channels your customers use
Some call it omni-channel advertising.
In practice, this could mean that your ads would appear on Google Search, Google Display, Youtube, Facebook, Quora, LinkedIn etc
Let’s illustrate how that works in reality.
Let’s say you run an insurance company and you want to push home insurance products.
Now before anything else, you need to make sure you have an irresistible offer.
In another words, an offer your customers cannot refuse.
Next thing you need to do is define your ideal customer avatar.
Defining your avatar is a very important exercise and we won’t go into too much detail here today. In essence you need to know everything about your customer.
Their hopes, dreams, desires, challenges, uncertainties and fears.
As you define that Avatar, you’ll also know where they prospects hang out
It’s pretty safe to say that the audience for this particular offer will generally hangout on Facebook, Google, Youtube, Instagram & Linked.
Now as mentioned before, you’d need to know your Customer Lifetime Value and your Cost Per Acquisition ( CPA )
If you don’t have them, you’d need to go with conservative assumptions.
Let’s assume your CLV is usd 10,000 and your CPA is usd 1000 and that you have a budget of usd 100 000 / month for advertising
Here’s how I would split my budget
|Usd 50 000|
|Google Search||Usd 10 000|
|Youtube||Usd 15 000|
|Google Display Network||Usd 25 000|
We have the money and we have a media plan
We now need a strategy to spend it.
Starting with easiest, Google Search.
Advertising on Google Search is a no brainer. All you need to is bid on buyer keywords.
Here are some obvious keywords that come to mind for our campaign
home insurance quotes
best home insurance
Home insurance plans
home insurance reviews
These keywords will obviously vary based on the country you’re in so you need to do some keyword research first but you get the idea
You can use tools like Google Keyword planner which is free or paid tools like SemRush.com to get keyword search volumes, costs and variations etc.
We are not going to get too deep on paid advertising in this post, you’ll find plenty of those on Youtube.
In short here’s how it works:
1.Someone goes and types “ Home Insurance Quote” on Google
2. Your Ads show up and they click on it.
3. They land on your landing page
4. They fill up all the details on the landing page and request a quote
5. Everyone who successfully request for a quote land on a thank you page
6. We retarget everyone who landed on the landing page and didn’t request a quote with “reminder” type of Ad on Google Display Network and Youtube
7. We retarget everyone who a requested for a quote with a “reinforcement” type of Ad to make sure they see Ads so that they actually buy your plans.
8. We retarget everyone on Facebook and GDN + Youtube ( Google Display Networks ) with both “reminder” and “reinforcement” ads.
Obviously, you need to get the budgeting side of things for the different platforms split according to the initial planning.
See how we’re being present on Google Search and then cascading that on the other platforms?
Here’s how this works…
Prospects run a search for the keywords we’re bidding on and if they click on our ad, they start seeing your ads on Facebook, Instagram, Youtube and Google Display Networks & LinkedIn.
From a technical perspective, they get pixeled and we use that pixel to remarket to everyone who has interacted with our ads.
That omnipresence increases brand awareness, gets customers to know you, like you and trust you more which ultimately increases conversions.
NB: You’ll need to add your Google Ads pixels, Google Analytics & Facebook Pixels to be able to track your numbers and re-target properly
As part of the strategy, we would retarget everyone who hits our landing page and does not request for a quote.
You’ll also need a well crafted landing page for this campaign
With Google Ads, you can get clients/leads the same day if you do it right. You’re targeting the Hot leads. ( 3% of the market who are ready to buy )
See Diagram below:
Prospects who are actively searching on Google generally have an intent to buy, that is your low hanging fruit and you should definitely tap into that audience.
The downsides with Google Ads is that competition is usually high because it’s obvious and easy, so all players want to get a piece of it.
If you need help setting all that up, you can get a free quote HERE
Facebook is a little bit more complex than Google Ads and requires a lot more effort to make it work than on Google Search but it’s much more scale-able
Carrying on with our Home Insurance campaign here.
Now before we go any further, you need to understand one very basic and important concept.
You need to understand what is outbound and inbound marketing and where do you use them.
Let’s take an example again.
When you need to find a chiropractor or a plumber, more often than not, you’ll use Google.
Instinctively you’ll click on the links that are at the top of the page or you’ll call the numbers that appear.
Your actions will based on which device you’re in and the urgency of the matter to you.
So in general you’ll find a website or content which is relevant to you and get in touch with the Chiropractor.
The process of putting out content out there in view to be found is called Inbound Marketing.
Inbound leads are the best type of leads because they are warm or hot. They have intent.
They are aware…. Of their problems and the relevant solution.
They are In-Market leads who are looking for the best solution for them.
But as mentioned before, that is generally less than 3% of your market.
Hence we need an effective way to market to the other 97%.
The 97% consists of the Warm and Cold market
These numbers are approximations that have been used over decades and that you can safely use today.
It has a lot to do with interpretation thought.
Eugene Schwartz tackled this in Breakthrough Advertising back in 1966.
Schwartz broke down prospect awareness into five distinct phases:
1. The Most Aware: Your prospect knows your product, and only needs to know “the deal.”
2. Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for him.
3. Solution-Aware: Your prospect knows the result he wants, but not that your product provides it.
4. Problem-Aware: Your prospect senses he has a problem, but doesn’t know there’s a solution.
5. Completely Unaware: No knowledge of anything except, perhaps, his own identity or opinion.
If you’re smart, you’ll want to market to the warm audience in general. Acquiring cold customers will always cost you more.
Start with the low hanging fruit.
Tackle the hot and the warm market head-on, you can worry about the cold piece later.
See how I use the term in general quite a lot, because every market is different so you don’t need to take what I say for the word of god. You need to adapt it to your situation.
We took a bit of a detour here, but that’s an important piece we needed to cover.
Back to Facebook Ads.
We have a campaign of usd 50 000 per month
That’s roughly a usd 1600 a day, again this number is just a random pick
This ebook is not about teaching you how to run Facebook Ads, that’s a lesson for another day so we will just assume that you know what you’re doing.
The ultimate goal is to be omnipresent in front of your potential buyer and we are already present on Google Networks through our Search campaign above.
In terms of strategy, here’s what I would test.
I would start with an education campaign using video and text to educate and warm up the audience.
I would then retarget with the main offer using a conversion campaign.
Note that you can create a custom audience of users who’ve watched at least 50% of the educational videos.
Without getting into too much detail, here are the ingredients necessary to dominate Facebook
1.Stand out in the crowd.
Facebook’s newsfeed is always busy with so many different ads and people sharing stuff, your ad should be set to stand out otherwise it will go unnoticed.
Get creative as much as you can. I will give you some tips on how to do that someday.
Sometimes just a color contrast can make a huge difference
2. Use appropriate conversion objectives. E.g If you are driving traffic to a landing page and want to generate leads, use conversion objectives so that Facebook can optimize it for you.
Too often I have seen people run Click campaigns thinking that they are cheaper but in general, that would end up costing you even more.
Look at your end goal.
Sometimes, a combination of campaign objectives can do wonders.
3. Make maximum use of the Facebook Pixel
You’ll be suprised by the power of an optimized pixel.
As far as possible, run Conversion campaigns and set your conversion pixels for different objectives like Add To Cart, Purchases, Lead Signup etc.
4. Make optimum use of retargeting options available
Create custom audiences based on video views, pages visited, engagements etc
5. Build your campaigns around your audience’s fears, hopes, dreams and desires.
The strategy is not that complicated if you look at it but both Google and Facebook are quite complex as platforms, so I would advise you hire someone with experience to run your campaigns.
But the good news is that we can help you execute this Secret strategy from end to end.
If you have a great offer/product/service and you’d like to take over your market, dominate and get clients at will…
Get in touch with us and let’s talk.
How To Write The Best Landing Page Copy
If you’ve ever sat down to create anything, you’ll know that it takes a bit of planning and that it’s not usually achieved by just winging it.
It’s really the same thing when preparing copy for your landing page. There is a process you need to go through in order to come out the other side with a landing page that looks great but more than that, converts even better.
Because let’s face it, that’s ultimately what we want from landing pages.
When we mention converting, it means the act of converting a visitor to a lead, in other words, someone who is that much closer to becoming a customer. Because again, it’s great to get a lot of traffic pouring into your site but it’s even better if you are converting that traffic.
So the fundamental question… How does one get their landing pages to convert?
With great copy of course.
And before you go running for the hills thinking you need to hire an expensive copywriter, here’s where we tell you that you don’t need to
Copywriters who have refined their skills of writing copy that converts are impressive but you’ll be relieved (and even inspired) to know that what they know does not all come down to skill but rather about mastering certain techniques.
Techniques that you too can master…
...and then go on to create copy for your landing pages and watch them convert traffic to leads!
You see, it’s all about understanding what those techniques are and how to use the mind science that is the conversion process to your advantage. Because once you understand how your prospect’s mind process works, it will be a lot easier to write copy for them knowing that you will be able to convert them.
We’ll share some of the things you should be doing in order to write that conversion-boosting copy.
This resource is split into two sections namely what goes into writing great copy and some of the sections of content that your landing page should absolutely have to make it more conversion-friendly.
Part I: The Writing
If you’ve ever sat down to write a landing page, you’ve likely wondered where to start and what to concentrate on first, right?
Taking out the guesswork behind writing something like a landing page can help a lot when it comes to knowing how and what you should be doing.
So let’s go through some steps you should follow when planning to write your landing page.
STEP 1: Think About Who Your Ideal Customer Is
Landing pages that are done properly are there to attract the people you want to attract and for the page to do that, you need to know who you’re trying to attract. That way, the page will essentially block out who is not right for your product/service. Imagine who that ideal customer is.
Create a ‘persona’ of that person down to their online habits, what they like to buy, how they like to buy and what problem it is they are having that will help them find your page as the solution they are looking for.
How will your page resonate with their current situation?
Who are you selling to and why?
After all, it makes sense that before you can start to attract visitors to purchase with you, that you know who it is you’re talking to.
Once you have identified who this ‘ideal person’ is, you can write the copy that appeals to that person.
Think of it this way. You would not talk to your romantic partner the same way you talk to your bank manager, right?
All this means is that once you have an idea about who you are trying to appeal to, you will be able to write with them in mind and successfully appeal to them, instead of being too ‘general’ and talking to no-one.
STEP 2: Formulate your message
Once you have established who it is you’re talking to, you need to create what it is you are going to say to them. For this to happen you need to understand where they are in terms of their headspace.
So imagine what kind of issues they may be having, what would have made them get to the point they are at now that makes them need your solution. What does it mean to them to never come back to this point again?
How is your product/service going to help them and what are they looking to gain from your product/service?
Once you have an idea on the above line of thinking, then you need to write the copy that will answer those questions.
When you’re sitting in front of your screen trying to formulate that content, this is where things can get tricky for some but it really does not need to be.
One thing you can try is to get your content from your customers and prospects. Crazy right? Wrong!
This does not only help you by talking to them in a way that will resonate with them but it will also be the right tone and hit the right points prompting them to take action.
There are a few ways you can do this.
Give a call to your current clients and ask them to describe in their own way why they chose your product/service?
Send out an open survey to your clients and ask them to complete it for you;
Go and check out places like Amazon for reviews on products similar to yours.
Why is this relevant? Because not only are you hearing it directly from customers mouths but you are also seeing how similar brands to yours are servicing their clients well.
So what we’re saying is not to blatantly steal their info but use it as a guide to see where your starting angles should be.
If you are able to write your content in the right tone by seeing how people react positively already, you will already resonate with people and it will help your brand to look professional. You will also appeal to people because they will feel like you know what you are talking about and it will feel like you are talking directly to them and addressing their specific problems.
If you can do that, people are more likely to believe you can do what you say you can do and they will be more comfortable with you.
This is what you want.
Because when you make people feel, they are inclined to act on that feeling.
To sum it all up. For you to write landing page copy that converts you need to be joining an already ongoing conversation taking place in your client (or prospects) head. This helps you gain their trust because they feel like you understand them and you will then be able to offer them exactly what they need, the way they need to hear it (or read it).
STEP 3: Work Backwards
In other words, start at the end. By knowing what you want to achieve when driving traffic to your page, you will be able to figure out what is needed in order to get people to take action.
Are you looking to build a contact list? Or get people to sign up for a free trial?
When you understand what the end goal is of your page, then you can go back through each step and see what you need to do in order to get people to take the action. So if you need people to join your contact list, you may want to offer a newsletter in return or some kind of ebook.
If you are trying to get people to sign up for a free trial then you may want to make sure your page has all the features of your service as well as its benefits. You will also want to include customer testimonials and evidence that this is worth a try.
Remember whatever your end goal is on the page, the remaining elements on the page need to push the reader to that end goal. So whether you add bullet points with advantages or a video talking about why this is the best choice, all the other parts of the page need to come together to help push the person to fulfill that end goal.
If you are giving away an ebook, for example, keep this in mind:
The headline and subheadline clearly explain what the ebook is there for and what it’s about;
There is an image of the book cover well placed that will help people automatically fall on that when seeing the page;
The advantage points clearly talk about what they are getting inside the book;
There is also no other action on this page to take except signing up for that ebook.
Remember the last point is one of the most important points.
Never give people more than one call to action to take on a landing page.
You want them to take that specific action because it’s part of a bigger plan of turning them from leads into customers.
STEP 4: Share Your Unique Value Proposition
This is the information that you make available on the page that lets visitors know they’ve come to the right place.
Confirms that you can help them solve their problem or help them in some kind of way. The Unique Value Proposition (UVP) is usually in the form of a headline and subheadline as well as some kind of explanation as to how your service product works and how it will help them.
This can be in the form of bullet points, a video or some kind of content that provides a short, to the point explanation.
This is why things like headlines and subheadlines are important elements of your landing page because they are designed to help you gain the attention of your visitor before they need to scroll down the page to find out more.
This is also why when you get these elements right, it is paving the way for people to take your page seriously, listen to what you have to say and be more inclined to take the action you propose they take.
Keep in mind also that while your UVP might be a summarised version in a headline and subheadline, you can reinforce the message throughout the page to keep it top of mind with the visitor.
Maybe you’re asking what your UVP is?
Go back to step 2 and read the research you’ve written.
Identify what message in that information that comes across the strongest and you’ve found your UVP.
STEP 5: Break Through The Objections
Don’t think you need to only be persuasive when selling a product to someone. People who visit sites need to be persuaded no matter whether they are exchanging their email address for some content or they’re being asked to pay for something.
The thing is, just telling your visitors how much they can benefit from your product/service is not enough because you and one thousand other people are all saying the same thing in different ways.
How do you stand apart and get people to pay attention to you as well as take action on YOUR page?
You need to anticipate why they could possibly object to your offer.
If it’s a question of not seeing the need to take action on your page - then give them the need, make that need felt.
If it’s a question of credibility, show them how you’ve helped others achieved what you say you can achieve.
There are a lot of ways to address these objections but the important thing is that you make a very clear cut section on your page that talks about those objections.
This will also help show your visitors that you understand them more and are addressing any potential reasons they might say no to what you want them to do.
If you address these and put them out in the open, it makes things transparent and also realistic that you don’t just believe people will come to your page and simply do what you are asking them to do without thinking about it first.
Plus you can put their objections to rest because you are answering questions they have without then needing to spend extra time looking for those answers. Guaranteed if they have to search for the answers to their objections, they will click off and go somewhere else where the information is easy to come by.
If you aren’t sure what those obstacles are and you want to be able to appeal to people - try calling or speaking to any current clients and asking them what their objections were. You will soon get some clarity on a starting point.
STEP 6: Drive Home The Trust Factor
Your elements all need to start coming together now to do their job of converting your visitors. From the headline getting the person interested in the page, to the body copy and content explained why and how your product/service is going to help them to address any problems they might have.
But the readers can still question why they should pick you over everyone else offering the same solution?
You have to cement the trust that you are building with your visitor and show them you are for real and that what you are offering them is the real deal.
Don’t forget we are living in a time when internet fraud and charlatans are rampant so making sure you win your reader’s trust is one thing you need to concentrate on doing.
Make use of your customer testimonials to establish that trust.
People will see that other people have used you and been happy to use you and this will not only help them to understand you’re good at what you do but that you are for real and your work is worth taking note of.
Make sure you always collect client testimonials asking them to tell you how your product/service makes the feel and how it helped them in their situation.
Testimonials are like a form of word-of-mouth referrals because they are doing the job of telling people why they should hire you instead of you telling them the same thing.
Hearing other people’s praise of you can go a long way to convincing people you are worth a try and helps show you are a legit operation.
Now that we’ve dealt with how to get the writing part of your pages right. We will go on to discuss what elements your landing page should absolutely have in order to help them convert better.
Use this as your guide when creating a landing page to make sure your page is both conversion-friendly and set up for success.