Email marketing is a key tactic in most marketing plans because it works. It also has a larger reach compared to social media channels.1,5 You may not have a Twitter or Instagram account, but chances are quite high you have an email account – unless you absolutely do not have an online profile. Email marketing is also relatively cheap and effective, resulting in a higher return on investment.1,2,4,5 It also really helps, you can target audiences, track performance, review campaign metrics and use that to better understand your audience and achieve your marketing goals.1,3,4,5
1. Mobile friendly emails please 7,9
With the growth of mobile users, this has got to be a given that your emails must look great on a mobile device. You can reinforce this by implementing a single column template, a good sized call-to-action button and ensuring your text can be easily read at the right size. 7
2. Compelling, clear email header and sub-header lines 6,7,9
Keep subject lines simple, clearly calling the user to action. It should support and fit well with the message content and be under 50 characters’ length. Craft your email headers and sub-headers to work cohesively, instigating the user to open the email and question themselves if they should act. Some good examples are J.Crew’s Halloween mystery sale newsletter and Brother Moto’s launch party.
3. Keep the reader engaged. Tell them a story 5,9,10
It is important to balance the mix of images and text content. The content should appeal to the user, be relevant, helpful and really easy to read – as if you are conversing with them. Where possible, segment your audiences, personalise their experience. It makes readers feel their needs are important and being looked after. A good example here is Callaway Golf’s newsletter highlighting Callaway golfers.
4. Send that email at the right time 6,7,8,9
Experiment sending out your emails on different days and times to test and gauge what works best for your audiences. Optimal times for different customers and industries will vary. Test and compare to find that optimal window of time to send.
5. Purge your subscriber list 6,8,9
Low open rates affect email delivery levels. It is wise to purge your list to ensure an engaged, robust subscriber list. Think about automating your unsubscribed emails to filter out disengaged audiences like HireVue.
Email marketing can and will create more opportunities for your business. It is a great channel to use to inform and interact with your consumers. It is also a great tool to develop deeper relationships with a large audience at a relatively low cost. So why not revisit your email marketing campaign strategies and call Desketing if you need help. We’ll be happy to chat with you.
- Campaign Monitor. 2016. Why Email Marketing. [ONLINE] Available at https://www.campaignmonitor.com/resources/guides/why-email/. [Accessed 09 Nov 2016].
- Inc.com. 2016. Top 5 Reasons Why Email Marketing Still Works. [ONLINE] Available at http://www.inc.com/peter-roesler/top-5-reasons-why-email-marketing-is-still-works.html. [Accessed 09 Nov 2016].
- Forbes. 2015. 10 Reasons To Use Email Marketing (As Told By Small Businesses) [ONLINE] Available at http://www.forbes.com/sites/constantcontact/2015/09/17/10-reasons-to-use-email-marketing-as-told-by-small-businesses/#338fe9387eba. [Accessed 09 Nov 2016].
- Fatrabbit Creative. 2016. 5 Key Benefits of Email Marketing. [ONLINE] Available at https://www.fatrabbitcreative.com/blog/5-key-benefits-of-email-marketing. [Accessed 09 Nov 2016].
- MarketingSherpa. 2013. Email Marketing Benchmark Report Excerpt [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/11/EXCERPT-BMR-2013-Email-Marketing.pdf. [Accessed 09 Nov 2016].
- Hubspot. 2016. 15 of the Best Email Marketing Campaign Examples You’ve Ever Seen. [ONLINE] Available at http://blog.hubspot.com/marketing/email-marketing-examples-list. [Accessed 09 Nov 2016].
- The HuffingtonPost. 2014. 11 Remarkable Email Marketing Tips You Need to Implement Right Away [ONLINE] Available at http://www.huffingtonpost.com/matthew-collis/11-remarkable-email-marke_1_b_5710091.html. [Accessed 09 Nov 2016].
- 2016. Best Practices for Email Marketing [ONLINE] Available at http://kb.mailchimp.com/campaigns/previews-and-tests/best-practices-for-email-marketing. [Accessed 09 Nov 2016].
- CIO. 2016. 15 ways to improve your email marketing campaigns [ONLINE] Available at http://www.cio.com/article/3057992/email/15-ways-to-improve-your-email-marketing-campaigns.html. [Accessed 09 Nov 2016].
- Kissmetrics. 2016. Rethinking Email Marketing. [ONLINE] Available at https://blog.kissmetrics.com/rethinking-email-marketing/. [Accessed 09 Nov 2016].
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How would you market your business if you don’t sell tangible or physical products? In this week’s 3-minute read, we share some tips, to set you thinking about the direction and concepts you want to consider when coming up with marketing plans for your professional services-based business.
To sell something, you need to understand or at least know it, where it can be positioned within the market, what it can do and who will need the product. Now, transpose that thinking to selling a firm’s services to potential clients. You should then think about the firm’s:1
- Identity and purpose
- Target market(s)
- Tactics or techniques
- Your clients’ top three business needs
- Business solutions derived for your clients’ needs
Clients want their solutions. They want their problems resolved and not just addressed. I mean, that is why they go to any service provider in the first place. If they could have resolved it on their own, they probably half would. So, think about your clients’ business needs. Focus on what they want achieved and how your company can give them solutions they actually want. Translate that thinking into actual or fact-based examples or case-scenarios. A good story with a real result can rival fairy-tales.
Marketing strategies you can implement that will add value to your company’s brand online:3
- Market research
- High performing website
- Web analytics, Search Engine Optimisation (On-site and Off-site)
- Social media, Blogging, Email marketing, Re-Marketing
- Advertising in industry publications
Swimming in the sea together with the many other service providers, you really want to stand out as the real solution gun. You want to think about niche targeting and the areas of expertise you specialise in. In today’s world, you will need to be a specialist in some form of art or science. It will immediately set you apart from the competition.
Get your business involved with your local community and industry. Contribute to industry journals, blog on your website, participate or sponsor local community events that resonates with your firm. It functions as a vehicle for your business to be engaged with the wider audience and it also allows your business to be out there. It could also be a great opportunity to team build together internally and with the wider community.
10 big mistakes professional service firms make with their online marketing
The essential ingredients of a B2B Digital Strategy
- MindShare Consulting LLC. 2016. Five Myths of Professional Services Marketing. [ONLINE] Available at http://mindshareconsulting.com/five-myths-marketing/. [Accessed 23 September 2016].
- 2015. 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm. [ONLINE] Available at http://www.business2community.com/marketing/10-essential-b2b-marketing-strategies-grow-professional-services-firm-01188863#OuU1a4KMub3BgwW3.97. [Accessed 23 September 2016].
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This week we look at traditional marketing and digital marketing. This 5-minute read won’t be the final word, but you will have enough to think about what is best for your business. Traditional or digital?
You’re thinking of marketing your company’s products and services. Like every other company, you feel you need and want a website. You’re also thinking SEO, PPC, Twitter, eDMs, email marketing and social media. How about flyers, brochures, print advertisement in the local papers, 30-second time slot on the local radio or advertising on that billboard you pass by every morning on your way to work? Does any of that still work?
Death Prophecy of Print
Print is dead. Uh-huh.
We were promised, or so, the death of print since the 1990s. It is like the prophecy that never renounces itself or thoroughly crystallises. In Australia, we even began participating in the 2016 Census online.1 But that should be another story on its own.
In the UK, they are experiencing circulation growth of British current affairs magazines such as The New Statesman, Private Eye and The Spectator.2 The ABC reported half of the news and current affairs magazines they audited, increased their circulations in 2015.3
In India, you will find the largest English-language newspaper circulation. Her newspaper industry grew two-thirds to US$4.37 billion in 2010 from US$2.64 billion in 2005 according to EY.5 KPMG estimates regional Indian newspapers will grow between 12% to 14% for the next few years.5 Bear in mind, internet access is not prevalent in most areas of India. Radio, TV and newspapers remains the bread-and-butter channels of disseminating information there.5
In Australia, Fairfax Media effected seven rounds of redundancies since 2004. Its most recent in March 2016 impacting 120 journalists.6,7 The company has also closed down two news print sites, newsrooms, foreign bureaus, reported print advertising revenue down 14% in February 2016 and announced a major restructure where they waved “bye” to the editor-in-chief of the Age – Andrew Holden.7,8 Despite all that, in a released statement they still maintained they would continue to publish across print and digital.7
Newspaper print is a die-hard breed despite the rise and rise of digital.
The Future Paved with Print and Digital
Traditional has proven itself
As easy as it is to realise digital marketing is growing at the expense of traditional marketing methods, it is just as straightforward to acknowledge that traditional marketing still works. Certainly, there hasn’t been sufficient evidence to suggest we should write off classic advertising methods mainly because it has proven to work and still does.
We have also been exposed to traditional marketing way longer than digital marketing and it can easily reach a large audience, giving great exposure. That exposure breeds familiarity. Innate qualities within the human judgement and thinking process favours what we are familiar with. 9,10 Simply put, traditional marketing is familiar, trusted and we like it.
Use Digital to do some or more of your talking
The other reality is that the core principles of marketing hasn’t really changed, but the way we communicate has and we have also developed new tools to do that through the emergence of the internet and social media.
Each advertising medium carry their own strengths and weaknesses. It is important to understand each communication channel, so as to choose the most appropriate, to best deliver your message to your audience.
Have the Best of Both Worlds
Finding that balance
Also, the best of traditional and digital marketing have already amalgamated. For example, we used to only have paper panel billboards. Today we also have digital billboards – alight with LEDs and it’s a smart application of new digital technology.
Message, channel, customer
Craft the customer’s journey as to how you want the customer to know your brand, product or service.
- Disseminate your brand and information through digital billboard, TV and print advertisements – incorporate “call-to-action” prompting the audience to look for more information on your website
- On your website, continue those leads by building them into your database
- Follow up those database leads with digital marketing tactics like social media, eDMs to build relationships with those customers
By integrating the best of both traditional and digital marketing, you expose your brand to more audiences, and you also cater to targeted audience demographically. You want to reach the masses and build personal relationships at different points of that customer journey.
Know and understand your customer, know what message you want to send them and choose the most appropriate communication channel.
Reach out to us. Desketing can help you define the customer journey for your business and build that winning marketing strategy.
Other related reading
6 Traditional Advertising Strategies That Still Work
Why Ebooks Are Inspiring A New Age of Print
92 Percent of Students Prefer Print Books, New Study Shows
Paper Beats Digital In Many Ways, According to Neuroscience
- Australian Bureau of Statistics. 2016. Census of Population and Housing. [ONLINE] Available at https://stream20.census.abs.gov.au/eCensusWeb/welcome.jsp#top2. [Accessed 12 Aug 2016].
- The Guardian. 2016. Current affairs magazine are defying the death of print. [ONLINE] Available at https://www.theguardian.com/media-network/2016/mar/14/current-affairs-magazines-defying-death-print. [Accessed 12 Aug 2016].
- 2016. Current affairs magazine ABCs, 2015: Spectator, New Statesman, Private Eye and Economist all grow in election year. [ONLINE] Available at http://www.pressgazette.co.uk/current-affairs-magazine-abcs-2015-spectator-new-statesman-private-eye-and-economist-all-grow. [Accessed 12 Aug 2016]
- 2016. Magazine ABCs: Private Eye print sales rise to 30-year-high as Economist reports 1.5m global circulation. [ONLINE] Available at http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/. [Accessed 12 Aug 2016]
- 2016. Print Media Isn’t Dead, It’s Just Moved. [ONLINE]. Available at http://www.forbes.com/sites/freddiedawson/2016/01/31/print-media-isnt-dead-its-just-moved/#46186dea9dc8. [Accessed 12 Aug 2016].
- The Conversation. 2016. Journalism isn’t dying – there’s even room for optimism about print. [ONLINE] Available at http://theconversation.com/journalism-isnt-dying-theres-even-room-for-optimism-about-print-56622. [Accessed 12 Aug 2016].
- The Guardian. 2016. Fairfax Media journalists on strike until Monday after 120 jobs axed. [ONLINE] Available at https://www.theguardian.com/media/2016/mar/17/fairfax-media-to-shed-120-journalists-in-attempt-to-slash-costs. [Accessed 12 Aug 2016].
- The Guardian. 2016. The Age editor-in-chief Andrew Holden quits as Fairfax Media restructures. [ONLINE] Available at https://www.theguardian.com/media/2016/feb/17/the-age-editor-in-chief-andrew-holden-quits-as-fairfax-media-restructures . [Accessed 12 Aug 2016].
- CustomerThink Corporation. 2016. Why Traditional Marketing Hasn’t Died. [ONLINE] Available at http://customerthink.com/why-traditional-marketing-hasnt-died/ . [Accessed 12 Aug 2016].
- 2016. Mere-exposure effect. [ONLINE] Available at https://en.wikipedia.org/wiki/Mere-exposure_effect. [Accessed 12 Aug 2016].
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What is Mobile Marketing?
Mobile marketing in its simplest definition is “marketing on or with a mobile device, such as a smart phone”.1 This week we take a 8-minute glimpse into mobile, its growth, marketing through mobile, and if you should embrace it.
We will also share some tips on how you can get into mobile marketing.
The Mobile Shift
How Many of Us Are Getting Up-and-A-Mobile?
The Australian population by September 2015 recorded at 23,869,00022. Of that, 62.84% or over 15 million Australians owned a smartphone. According to the IAB Australia/Nielsen’s ‘The Mobile Story’, that reads a 38% increase in over 2 years as at quarter ending July 2015, from 11.1 million to 15.3 million.3 This mobile shift is strong and the movement is still growing.
Ways of the Mobile Ones
We also like to use our mobile devices in shorter but more frequent sessions compared to how we use our desktops. To be exact, that is an average of over 4 times more frequent – 199 smartphone sessions compared to 46 desktop sessions per person in a month.3
The trend is also that Australians (18 years +) prefer to use their smartphones over tablet devices or desktops to read news and information, spending an average of just under 35 hours per person browsing or using applications per month.3
Old Mobile Phones Outnumber Australians
Australians have also taken to mobile handsets in a big way. So much so that the number of old mobile phones now overshadow the number of Australians17,18 – 25.5 million old mobile phones vs 24.1 million Australians (at the time of writing, August 2016).
Another reason for the increasing importance of, and shift onto mobile is because Google has developed a preference for mobile-friendly websites. April 21, 2015 ‘Mobilegeddon’ 4, was when Google implemented some tweaks to its search engine algorithm. Reports from Stone Temple Consulting5 and Adobe Systems6 showed that non-mobile-friendly websites suffered from those tweaks.7
Stone Temple Consulting studied 50,000 websites for one month after the changes took effect and found5
- 46% of those sites that weren’t mobile-friendly fell in Google search rankings
- 30% of those sites that were mobile-friendly gained in rankings
Adobe Systems studied over 5,000 sites and reported traffic to non-mobile-friendly sites from Google mobile searches fell 12% in the two months after April 21 as opposed to mobile-friendly sites.6
Why Mobile Marketing?
It is clear Australians are increasingly moving towards the mobile platform and doing more on their smartphones. What this also represents, is a new medium that can facilitate engaging ways of connecting with your audience.
Getting personal and up-close
Reaching out to your audience through their smartphones means the customer journey happens through their personal device. Literally, a brand gets closer to a user through a smartphone, as opposed to, through their computer monitors.8,9 That is a more personal engagement with the user and its psychological experience is distinct on its own.8,10
The efficacy of using this mobile medium is improved by how attached users are to their smartphones. It is also a mobile device that users have with them most of the time.10 The consistent pattern of frequent usage speaks largely for itself. We now integrate use of smartphones broadly and in-depth into our everyday living seamlessly. Google expresses this very aptly as micro-moments.10
“At Google, we call these micro-moments. They’re the moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now. These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are loaded with intent, context, and immediacy.”
Reaching out for that smartphone
We consult our mobile smartphone in most decisions and it is also one of the first things we do in the morning like checking emails and weather forecasts.8,9,10 Google’s research quantifies high percentages of users tuning into their smartphones when making decisions.
Scenarios and percentage of users reaching for their smartphones10
- 68% check their phones within 15 minutes of waking up in the mornings
- 87% always have their smartphones with them
- 82% look into purchases they are about to make in a store
- 91% search for ideas when performing tasks
- 66% search about what they saw in a TV commercial
- 71% used a store locator to find a store location
How to ‘Mobile-Marketing’
Based on current trends, mobile marketing is more than the newest shiny thing. It is the new way forward. It gives rise to new and more direct ways to connect with your audience and here are some tips to engage audiences on mobile.
Assess your mobile-marketing needs, readiness state and strategy
- Determine your objectives and what you want to achieve from mobile11
- Identify key results you want to achieve from mobile marketing campaigns11
- Adopt a customer journey strategy as part of your overall business strategy11,13,16
Get a mobile-friendly version of your website
- Responsive design is key, regardless of device or platform8,11,12
- Implement a simple mobile-friendly site – easy to navigate about and task-driven.8,11,15
- Ensure your mobile site is built to manage changing mobile technologies11
Your mobile site must stand on its own, not as an extension of your desktop site.
- Design your mobile campaign from ground up optimised for mobile11
- Take full advantage of the mobile medium to interact with the user8,11,15
- Take/track/share pictures and locations, augment reality, listen to music, watch television
- Engage with users via mobile-friendly calls to actions 11
- ‘Download Now’, ‘Tap to Explore’, Apple Store icon, Google Play icon
Mobile Ads on Social Media
- Instagram, Twitter, Facebook facilitate mobile-device focused ads that targets by device.8,12,14
- Geo-target your audience to increase conversions by area or distance radius.12
Mobile Ads with Google Adwords
- There are different types of Google’s Mobile pay-per-click ads which appear differently compared to desktop.
- For example, create Call-Only ads with Adwords for devices that can make calls.12
Text Message Campaigns
- Use SMS marketing to offer something of value to your target audience that is worthy of the interruption it will cause
- For example, include links to new content, a landing page or exclusive offers.11,12,14
- Incorporate responsive email design layouts for your email campaigns on mobile and desktop
- For example, links and phone numbers to be clickable, leading to an interaction beyond the email.12 You want to capture their attention in the email and continue to engage with them beyond that email.
Simply, you need to create an excellent user experience for audiences with mobile behaviour, searching for information on-the-fly. To draw you a picture of the opportunities that potentially exists – if each user experienced, say, a hundred mobile micro-moments a day, that means 15 million Australians represent, one billion five hundred million opportunities to engage with them every day.
Find out how Desketing can help boost your mobile marketing campaigns.
- Karjaluoto Heikki and Leppäniemi Matti, “Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model”, Int. J Mobile Communications, Vol 3, No. 3, 2005, p. 198.
- Australian Bureau of Statistics. 2016. 0 – Australian Demographic Statistics, Dec 2015. [ONLINE] Available at: http://www.abs.gov.au/ausstats/abs@.nsf/mf/3101.0 . [Accessed 5 Aug 2016].
- IAB Australia and Nielsen. 2015. The Mobile Story, Nielsen Mobile Ratings. [ONLINE] Available at: http://www.desketing.com.au/wp-content/uploads/2016/08/1448287200_7a87cd54d624da241efa7087c362d82e.pdf. [Accessed 5 Aug 2016].
- 2016. Mobilegeddon. [ONLINE] Available at https://en.wikipedia.org/wiki/Mobilegeddon. [Accessed 5 Aug 2016].
- Stone Temple Consulting Corporation. 2016. Mobilegeddon: Nearly 50% of Non-Mobile Friendly URLs Dropped in Rank. [ONLINE] Available at https://www.stonetemple.com/mobilegeddon-may-have-been-bigger-than-we-thought/. [Accessed 5 Aug 2016]
- Adobe Systems. 2015. Digital Advertising Report, Adobe Digital Index | Q2 2015. [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/08/Q2-ADI-Digital-Ad-Report.pdf. [Accessed at 5 Aug 2016].
- The Wall Street Journal. 2015. Google’s ‘Mobilegeddon’ Was a Big Deal, After All. [ONLINE] Available at http://blogs.wsj.com/digits/2015/07/15/googles-mobilegeddon-was-a-big-deal-after-all/. [Accessed 5 Aug 2016].
- 2016. Top 7 Reasons You Should Make Mobile Marketing a Priority. [ONLINE] Available at https://www.entrepreneur.com/article/277758. [Accessed 5 Aug 2016].
- Microsoft, MSN. 2016. 3 Reasons Mobile Marketing Is a Must for Your Small Business. [ONLINE] Available at: https://www.msn.com/en-us/money/smallbusiness/3-reasons-mobile-marketing-is-a-must-for-your-small-business/ar-BBv3r8H. [Accessed 5 Aug 2016].
- 2015. Micro-Moments: Your Guide to Winning the Shift to Mobile”. [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/08/micromoments-guide-to-winning-shift-to-mobile-download.pdf. [Accessed 5 Aug 2016].
- 2013. 10 Mobile Marketing Tips for Small Businesses. [ONLINE] Available at http://www.cio.com/article/2381406/marketing/10-mobile-marketing-tips-for-small-businesses.html. [Accessed 5 Aug 2016].
- 2016. Essential Mobile Marketing Tips For Small Businesses. [ONLINE] Available at https://authoritylabs.com/blog/mobile-marketing-tips-small-businesses/. [Accessed 5 Aug 2016].
- com. 2016. 2016 State of Marketing Research Report. [ONLINE] Available at https://www.salesforce.com/blog/2016/03/state-of-marketing-2016.html. [Accessed 5 Aug 2016].
- 2016. 6 mobile marketing techniques you should know about. [ONLINE] Available at http://www.campaigntrack.com/6-mobile-marketing-techniques-you-should-know-about/. [Accessed 5 Aug 2016].
- Social Media Examiner. 2016. How to Optimize Your Mobile Social Media Ads. [ONLINE] Available at http://www.socialmediaexaminer.com/how-to-optimize-your-mobile-social-media-ads/. [Accessed 5 Aug 2016].
- Mashable Australia. 2015. 4 ways marketers can seize ‘mobile moments’. [ONLINE] Available at http://mashable.com/2015/08/20/seizing-mobile-moments/#pV.xKYdmBkqM. [Accessed 5 Aug 2016]
- MobileMunster, Australian Mobile Telecommunications Association. 2016. 5 million mobile phones cluttering Australian homes. [ONLINE] Available at http://www.mobilemuster.com.au/news/articles/2016-04/255%20million-mobile-phones-cluttering-australian-homes/. [Accessed 5 Aug 2016]
- SBS News. 2015. Australia has more phones than people. [ONLINE] Available at http://www.sbs.com.au/news/article/2015/01/02/australia-has-more-phones-people. [Accessed 5 Aug 2016].
- Australian Bureau of Statistics. 2016. Population Clock. [ONLINE] Available at http://www.abs.gov.au/ausstats/abs%40.nsf/94713ad445ff1425ca25682000192af2/1647509ef7e25faaca2568a900154b63?OpenDocument. [Accessed 5 Aug 2016]
- 2016. Australia has more dead mobile phones than people. [ONLINE] Available at http://www.governmentnews.com.au/2016/04/23632/. [Accessed 5 Aug 2016]