Archive for the 'Internet & Social Media Marketing' Category

Is the Problem Traffic or Copywriting?

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I recently worked with a client who has a beautiful website. The graphics, layout and branding are perfect. So why wasn’t she getting more sales?

The first thing we needed to do was some detective work.

Why? Because we don’t know if her problem is that she’s not getting enough traffic to her website or if the problem is that the visitors aren’t converting because of poor copywriting, website design, etc.

Here’s How to be a Website Marketing Detective

First, you must have access to your website statistics. I always recommend that you have Google Analytics installed on your website. The statistics that come with your standard website hosting package are probably not strong enough to help you do the detective work.

Second, you have to know how to find, read and interpret those statistics.

This is just about the time that most people’s eyes glaze over, so let me short-cut the process for you and make it simple.

How Many Visitors Are You Getting Per Month?

In Google Analytics, look at the menu on the left side of the page. Find the section called “Audience” and open the menu, and then click on “Overview.”

How many visitors are you getting to your website? Is there an upward trend?

What I have discovered is that the concrete, exact numbers don’t matter as much as the direction they’re going.

Look at your visitor numbers over the course of several months. If the number of visitors is trending upwards, then you’re doing a good job with driving traffic to your site.

Also note that in some months, the visitor count may be down. Sometimes it’s because you’re not doing your marketing properly or consistently that month, and sometimes it’s because it’s a month when your audience traditionally is away from their computers or distracted with other things, like summertime months and big holidays months. So don’t make assumptions about your visitor traffic; get to know your audience and know when they’re most likely to be paying attention to your website and when they’re likely way on vacation or holidays.

Recent studies show that 79% of visitors who come to your website are not ready to buy. If you’re not getting enough traffic to your website, you won’t have enough people interested in buying from you.

Which Pages Are the Most Popular?

Now it’s time to figure out if your visitors are looking at the website pages you want them to look at.

Go back to the left-hand menu in Google Analytics and find the section called “Behavior.” Within that section, there is an area called “Site Content” which gives you information about how visitors are using your website. Go to the “All Pages” sub-area under “Site Content.”

Which pages are viewed most often? You can find this on the chart on the right-side of your screen once you select “All Pages.” (See example chart below.)

The two key statistics to review are:

How many Unique Page Views does each page get? You will see two numbers: Page Views and Unique Page Views. Why are there two numbers? Because Google Analytics counts every time the page if viewed, even if one visitor views the page two or three times. So in the example chart, you can see the What Is  a Mastermind Group page got viewed 9,015 times, but only 8,034 unique views. This means (roughly) that 981 people viewed the page twice. Unique Views gives you a more realistic guide to how many unique visitors viewed the page and is a more reliable number to watch.

How long are they staying on the page? In the same example, the average visitor viewed the What Is a Mastermind Group page for 3 minutes and 45 seconds. Why do we care? Because if it takes a visitor 3 minutes to read a page, and the average visitor is only on that page for 1 minute, it means they’re not reading your text! Here’s how you can tell how long it should take someone to read your page: Set a stop watch and read the page out loud to yourself, slowly. Because you’re used to seeing this text, you’re likely to skip over words and sentences. By reading it out loud, you are forcing your brain to re-see all the text.

What Results Are You Getting?

So now you know how many visitors are coming to your website, and which pages they’re viewing once they get there. Now look at your actual results.

  • How many sales are you making?
  • How many prospects are calling you to ask about your services?
  • Are they buying your products, classes and groups directly from your website?

Conversion Ratios

Let me give you a concrete example. In my client’s case, she got 113 people to visit her services page in the past month. She got three phone calls after people visited her website. Her conversion rate is 2.6% (3 divided by 113). Average website conversation rates are around 1%, so that means that her website copy is converting prospective clients into paying clients.

Because of this data we can conclude:

Her problem isn’t that she needs to re-write her website copy or design. Her problem is that she needs to drive more traffic to her website.

Conclusions for You

How can you know if you have a problem with driving traffic to your website, or if your problem is that your copywriting needs work? Do the math above.

  • If your conversion rate is less than 1%, then you need help with your copywriting or website design.
  • If people don’t stay on your pages long enough to read them, you need help with your copywriting or website design.
  • If the number of visitors you’re getting to your website is low, or if the trend is not on the rise, you need help with driving traffic to your website.

Note that if you’re driving traffic to your website through email marketing or social media marketing, and your audience is a devoted following, you conversation rates should be much higher than 1%.

Now that you know how to read these basic statistics on Google Analytics, you can take control of your marketing and make changes for the better!

Was This Helpful?

I know that statistics can be daunting. If this was helpful to you and you’d like me to show you more (simple) ways to get important data from Google Analytics and interpret it for your small business, please let me know in the comments section below. I love statistics because they let me play marketing detective and figure out what’s true in my business — and that’s how my business remains successful! I’m happy to write more blog posts like this if you want this type of information. 🙂

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Category: Internet & Social Media Marketing, Running a Strong & Efficient Business, Website Planning
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Booting Spammers Out of Your Mailing List

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I’ve noticed a trend lately: a lot of sign-ups to my mailing list from the same IP address. So I did a little research and lo-and-behold, it’s a “zombie” computer automatically signing up for ezines in order to steal the return address when you send the “thanks for signing up” autoresponder. (Those little stinkers!)

So, what do you do?

  • First, check to see if your ezine software captures the IP (internet protocol) address of people when they sign up.
  • Next, check for repeat IP addresses. I notice that these sign-ups are often in the “waiting for optin” list under, because they have no intention of opting-in.
  • Sometimes, however, there is an army of poorly paid people somewhere in the world who click on the opt-in links in emails for these spammers, so check your newly added email addresses on your list. It’s easy to find them: look for email addresses that don’t match the name they signed up under. For instance, the name is “Mary Jones” but the email address says georgesmith@xxxxxx.com. The email addresses are almost always from live.com, gmail.com, or yahoo.com because these are free email services. Yahoo seems to be the frontrunner in bad/zombie email addresses.
  • When you find a suspicious email address, copy it into Google to see if sites like www.cleantalk.org have blacklisted that email address.
  • Finally, I go back to my mailing system, and look for the place where I can block specific IP addresses or specific email addresses.

Voila! Now that zombie can’t sign up for my mailing list anymore!

It takes a little due diligence to keep your list clean, but it’s well worth it. And if your mailing list system won’t let you ban IP addresses, consider switching to a new one.

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Category: Internet & Social Media Marketing
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5 Smart Tips to Re-engage Inactive Customers

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Do you have people on your mailing list who don’t open your emails? Do you have connections on social media who don’t respond to your posts?

Consider creating a re-engagement campaign to reconnect with them. First, if you can, segment your list and target your re-engagement campaign only to those who are inactive. That will help you to focus your efforts. Then, create ways to reconnect with them and put the ideas into a campaign.

Here’s some tips:

  1. Ask them a question, especially the most straight-forward one: “Are you still interested in receiving my newsletters/tips?”
  2. Offer them a special discount.
  3. Send out a survey to find out what they’re up to and where they could use some help.
  4. Create a contest and invite them to play along.
  5. Write to them individually with a personalized email, or better yet, a real letter. (I still get excited when I get a letter in the mail with real handwriting!)

The extra effort you make to re-engage with your audience will reap huge rewards. And if they choose to unsubscribe from your list or disconnect from you on social media, be diplomatic and thankful. They might not be a prospective customer any more, but their friends and colleagues might.

Find out why they’re disengaged

Part of this process is to find out why they aren’t connecting with you. There’s two scenarios:

  1. They no longer need your service or product.
  2. They do need your service or product, but there’s something holding them back from connecting with you.

It could be that they’re too busy or distracted to read your marketing materials, or it could be that your marketing materials (including your content marketing) don’t interest them. Maybe they feel you’re emailing them too often (or not often enough!). By opening a dialogue with them, you’ll gain a deeper understanding of your audience, which can trigger a smarter marketing plan.

 

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Category: Internet & Social Media Marketing, Marketing

6 Copywriting Steps for Non-Copywriters

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It’s “back to basics” time, so let’s talk about copywriting your marketing materials! Here are the steps to any marketing copywriting, whether you are selling services or products.

In a previous blog post, I gave you some formulas you can use to write good headlines for your sales pages and newsletters. (If you didn’t see the post, you can still read it on my blog: 3 Headline Formulas for Non-Copywriters.)

Here are the basic six steps you’ll need:

First, know thy audience.

This sounds so familiar, right? But do you really know what it means and how to DO it? Before you begin writing, close your eyes and put yourself in your audience’s shoes. Ask yourself these questions:

  1. Who are they? Specifically, who is your ideal customer? It’s important for you to spend some time thinking about them as real people, not a mass of humanity known as “my prospective customers.” They’re not a mass of faceless humans. They’re real people with real dreams and challenges.
  2. What do they want? This is no time to lack bravery. Do not take the simple way out and say something banal here, like, “They want to be happy,” or “They want to grow their business.” Instead, ask yourself what they specifically want. What are they trying to achieve in their personal and professional life? What problems get in their way? Where are they stuck?

Now, write a headline that promises to help them create the life they want, or helps them solve a problem.

You can read more about writing headlines here in this blog post. Remember, the whole purpose of writing a headline is to grab their attention.

Next, help them to get to know you and trust you by honestly talking about their dream or their challenges.

Give them some practical tips. Give them examples. Tell them a story about how you have been where they are, and/or how you helped others to create the life of their dreams. Above all, educate them so that they receive real value from you. This isn’t the place to fluff it up.

This next one is the hard part, the part where nearly everyone falls down: You have to make the offer.

You have to tell them what you are offering, and ask them to buy. Be clear and straight-forward here. Tell them the benefits of your product or service, exactly what they’ll get, the price, and how to buy. Answer any questions you think they might have about your product or service.

This is no place to be shy. If you don’t believe completely in what you are selling, why should your customer? You don’t need to be aggressive or manipulative; just tell them how you can help them and make an offer. Trust their own intelligence that they’ll know if it’s a good fit or not.

To help build your credibility, share testimonials from your satisfied customers.

Testimonials that tell how the customer benefitted from your product and service are best. It’s far better to have a testimonial that said, “I was able to create my lesson plan and teach my first class within one month of taking Karyn’s program,” than to have a testimonial that says, “Golly, Karyn is a great teacher.”

What were your customers able to DO after using your service or product? What outcomes and results did they get?

The final step is the Call To Action.

What action do you want them to take? Should they visit your website for more information? Should they click a button to buy the product or service? Should they call your office to schedule a time to talk? You have to tell them exactly what to do next so there is no confusion.

 

Copywriting is no mystery. There are some straight-forward formulas that work every time. But you have to be willing to ask for the sale.

Are you ready to try these copywriting steps in your own business? Where can you tweak your existing copywriting to make it more compelling?

I’d love to hear your copywriting stories, comments and questions! Share your stories in the comments below. 🙂

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Category: Internet & Social Media Marketing, Marketing
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7 Steps to Create Your Autumn Marketing Plan This Summer

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Is your marketing plan ready for autumn?

Summertime is the best time to map out your strategy for your autumn marketing campaigns to produce incredible results.

Whether you’re launching a brand new product or service, or marketing a perennial offer, don’t fall back into using the same old, tired marketing techniques. Spend some time now to discover which marketing techniques will work best for your autumn campaigns.

Here’s how to get into action:

  1. Choose your campaign start date. Think about when your customers are likely to be back from summer vacation and plan your first marketing technique to happen AFTER that date.
  2. Choose an end date. For marketing campaigns that are time-limited (like marketing a new mastermind group, class, or special offer with a deadline), pick the end date of the campaign. For example, say that you are going to offer a special deal on one of your services or products. You might choose to start your marketing campaign on September 7 and end it on September 17 — a ten day campaign.
  3. Pick your marketing techniques. DO NOT get lazy here and do what you’ve always done (unless what you’ve always done gives you stellar results). Look at the marketing techniques you’ve used in the past, and determine which ones gave you the best results for the time, effort and money you put into them. Discard the rest. Now, pick a new technique you’ve been wanting to try and add it to your marketing mix.
  4. Get a learning plan together. If you are adding a new marketing technique to the mix, what do you need to learn about that technique? Where will you get training or education about that technique? Schedule time in your calendar in June, July and August to learn the new technique so you can comfortably use it in September.
  5. Choose a goal for your campaign. What results do you want from the marketing you’re doing? How will you track the results so you know whether it’s working or not?
  6. Map out your campaign. Which techniques will you use on which dates? What prep work do you need to do over the summer to be ready to launch this campaign?
  7. Line up your resources. What resources do you need to gather and who needs to be involved? Get your copywriting, graphics, website, brochures done early so that there’s no last minute rush and tension.

If you do these things this summer, imagine how relaxed you’ll feel this autumn when it’s time to launch your campaign. Spending a short amount of time each week over the summer will ensure a successful autumn marketing season.

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Category: Internet & Social Media Marketing, Marketing

2015 Conferences for Small Business Owners

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Need to get out of the office and mingle with real humans face-to-face? Consider attending one of these conferences to hone your skills and network with others:

Growth Conference
Sponsored by: Entrepreneur magazine
February 2015

ICON
Sponsored by: Infusionsoft
March 2015

Social Media Marketing World
Sponsored by: Social Media Examiner
March 2015

The Marketing Nation Summit
Sponsored by: Marketo
April 2015

Authority Rainmaker
Sponsored by: Copyblogger
May 2015

America’s Small Business Summit
Sponsored by: U.S. Chamber of Commerce
June 2015

Blogher Conference
Sponsored by: Blogher
July 2015

Podcast Movement
July 2015

Content Marketing World
Sponsored by: Content Marketing Institute
September 2015

Entrepreneurial Women’s Conference
Sponsored by: Women’s Business Development Center
September 2015

Inbound
Sponsored by: Hubspot
September 2015

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Category: Internet & Social Media Marketing, Marketing, Running a Strong & Efficient Business

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