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Email Marketing Mastery: Optimizing, Tracking and Measuring Results

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Business
Email Marketing Mastery: Optimizing, Tracking and Measuring Results

You’ve put a lot of effort into crafting your email message (or email series), so now it’s time to look at results.  Do you know how you did?  How are you measuring success?  Tune into Marketing That Won’t Break The Bank on Wednesday, February 21st at noon PT. as we dive into the world of analytics and look at what you should be measuring and how you can use this information to make your email marketing efforts even better in the future.

Email Marketing Mastery: The Anatomy of an Email Campaign

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Business
Email Marketing Mastery: The Anatomy of an Email Campaign

Do you know what it takes to put together a successful email marketing campaign?  There’s a lot more work involved than just putting a few lines of copy together and sending it out to your email list.  Join us Wednesday, February 14th on Marketing That Won’t Break The Bank at noon PT, I’ll walk you through a step-by-step approach to building a great email campaign – from determining the reason for sending the email and crafting and testing your message all the way through to analyzing the results and refining the process.

Email Marketing Mastery: The Power of Personalization and Segmentation

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Email Marketing Mastery: The Power of Personalization and Segmentation

When it comes to email marketing, one of the most important things you need to do is to make your subscribers feel like each email is written specifically for them. The way you do this is through segmenting your email list, based on key factors that are related not only to their demographics but also to their behaviors as they interact with you. This week, we are going to explore the power of personalizing and segmenting your email list – Part 2 of my Email Marketing Mastery series.

So tune in to Marketing That Won’t Break The Bank on Wednesday, February 7th at noon PT, and get ready to take your email marketing to the next level!

Email Marketing Mastery: Setting Your Business Up for Email Success

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Business
Email Marketing Mastery: Setting Your Business Up for Email Success

The stories of email marketing’s demise are greatly exaggerated.  Email marketing is alive and well, and should be a key component to your overall marketing strategy.  Done right, email marketing is one of the best ways to move your subscribers through your sales funnel.  This week, we’ll look at some key components of building a successful email program that will keep your audience engaged, consistently add new subscribers, and artfully turn them into paying customers.

So tune in to Marketing That Won’t Break The Bank on Wednesday, January 31st at noon PT, and get ready to take your email marketing to the next level!

Using Lead Magnets to Grow Your Email List By Janet Kunst

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Using Lead Magnets to Grow Your Email List By Janet Kunst

When it comes to building your email list, sometimes the hardest part is getting people to actually give you their email address.  The old “subscribe to our newsletter” on your website doesn’t work very well anymore, so we need to come up with something to entice our audience to WANT to sign up.  Usually, this takes the form of a lead magnet – a piece of valuable information that your audience wants, and is willing to provide their email address in exchange for the information.  Whether it’s an ebook, a checklist, or a how-to guide, there are lots of things that you can offer your customers.

Tune into Marketing That Won’t Break The Bank on Wednesday, September 27th at noon PT to learn more about lead magnets, how to create your own, and how to promote it on your website and through social media.  We’ll also provide some suggestions on tools to get you going quickly.

Need help building your email list in general?  Join our 30-Day Email Marketing Challenge.  Each day you’ll get information that will help you better engage with your audience and a simple activity to complete.  In addition, you will have access to our Facebook Group community to ask questions, get support and learn from your colleagues.  You can sign up at http://411marketingchallenge.com.

Building An Email List From Scratch By Janet Kunst

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Business
Building An Email List From Scratch By Janet Kunst

We all know that email is a great way to keep in contact with our customers.  In fact, most of us have an email sign-up on our websites.  But the question is…what are you doing about it?  Whether your list is big or small, it takes time to build it and cultivate it so that when when they are ready to buy, they will buy from you.

Tune into Marketing That Won’t Break The Bank on Wednesday, August 30th at noon PT on the VoiceAmerica.com Business Channel for tips and tricks on building and maintaining your email list.  And, if you are brave enough, join us for our 30-Day email challenge, starting September 15th (you need to listen to find out the details!).

More Here!

EXPAND YOUR BUSINESS DEVELOPMENT BEYOND REFERRALS THROUGH STRATEGIC DIGITAL ADVERTISING CAMPAIGNS By Hemda Mizrahi and Jim Hohl

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EXPAND YOUR BUSINESS DEVELOPMENT BEYOND REFERRALS THROUGH STRATEGIC DIGITAL ADVERTISING CAMPAIGNS By Hemda Mizrahi and Jim Hohl

How can you build and sustain a steady volume of satisfied customers? Jim Hohl, CEO and Co-Founder of Visify, a New York City-based digital advertising agency, joined me on “Turn the Page” to share how you can transform your P&L by meeting prospective clients where they are in their readiness to buy!

Listen to our conversation to learn about the approaches that have worked well for his own business, and to benefit from Jim’s special offer for listeners of “Turn the Page!”

This post expands on the advice that Jim provided during the show. Here’s what he added to help you advance your marketing results:

FOCUS YOUR MARKETING EFFORTS ON YOUR IDEAL CLIENT
“When business owners are asked to identify their ideal clients, they often say “I can sell my widget or service to anyone.” Marketing to “everyone” is a losing game for two big reasons: 1) you literally cannot afford to do it – there are just too many people to reach and trying to do so will quickly bankrupt you, and 2) your message won’t resonate with everyone. Do you think the message Rolls Royce uses would appeal to Hyundai buyers, even though they both ostensibly sell the same product? Absolutely not.

Having an ideal client avatar in mind does not mean that you won’t sell to those who do not fit that profile; it means that you won’t ACTIVELY MARKET to them.

HOW CAN YOU FIND A MESSAGE THAT WILL RESONATE WITH YOUR IDEAL CLIENTS?
Jim recommends creating a grid that identifies their “before” and “after” states for the following:

WHAT THEY HAVE (e.g., for a massage therapist: sore feet > relaxed feet), HOW THEY FEEL (frustrated > rejuvenated), WHAT THEIR AVERAGE DAY IS LIKE (moving around is painful, so they spend a lot of time sitting > they can be as active as they like, play with their kids, etc.); and their STATUS (a lazy, boring mom/dad > a fun, energetic dad/mom).”

This tactic enables you to precisely speak to your clients’ “pain points,” and how you can help them to arrive at their DESIRED states.

RETARGET THOSE WHO HAVE DEMONSTRATED AN INTEREST IN YOUR CONTENT, PRODUCTS, AND SERVICES
Retargeting refers to advertising multiple times in varied ways to those who have clicked on your ads, subscribed to your blog, or in others ways have shown an interest in what you are selling.

Jim says, “Retargeting is a key part of any marketing approach, since multiple touch points are essential to a successful marketing campaign.” He suggests a few ways to retarget:

1. Send an email to people who provide their email address based on what they signed up for. For example, if a lead requested our Facebook Ads FAQ infographic, I would send them content by email about Facebook ads. If they downloaded something about Infusionsoft, I would send them email about marketing automation.

2. In Google Search ads, you can retarget someone who visits your site and then searches for the same or similar keywords again. The great thing is Google knows! They will track it on their end based on a piece of code you put on your site. For example, if you sell cars, you can assume people will take a while to decide, so after they check out your site, you can show up for them again the next time they search, maybe this time offering a sale or promotion.

3. On Facebook, you can retarget people who visited your site, or a certain page on your site, using the Facebook “pixel.” Facebook explains the pixel and how to install it.

4. Use video ads on Facebook to create a custom audience very cheaply and then retarget interested viewers. It is less expensive because you pay only a few cents in many cases for each view and you can then create an audience of people who watched 10 seconds of the video, 90% of the video, etc. You can use that to offer them something knowing they are already aware of your brand, product, etc. Normally, advertising to cold traffic (people who have little or no familiarity with your brand, or products and services) can be a few dollars or at least a dollar per click, versus a few cents for video ads.

5. Promote content on LinkedIn and retarget on Facebook. Refer to http://go.vzfy.co/linkedinb2bleads for additional guidance.

While these are advanced techniques, when done well they can generate leads at a much lower cost than advertising to a cold audience.

IF YOU’RE JUST STARTING OUT
If you need to start “small,” Jim suggests setting a budget of $10 a day, tracking the performance data, and evaluating results. Here’s a sampling of tactics Jim recommends to grease your digital advertising wheels:

1. Boost your social media posts to strategically targeted individuals whose profiles match characteristics of your ideal clients.

2. Upload a list of your clients’ email addresses and create a custom audience of people who “look like them” in interests and behaviors. This requires a minimum of 100 matching email addresses.

3. Target your existing clients with interesting content, an event promotion, or an upsell. Running an ad on Facebook can be a good complement to an email campaign to generate another touch point.

Review Visify’s Facebook Ads FAQ , listen to “Turn the Page” on demand for more of Jim’s tips , and reach out to him through http://www.visify.com/turnthepage .

Here’s to providing your products and services to MORE of the people who need them!

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