Archive for the 'Marketing' Category

12 Must-Have Items to Put in Your Welcome Email

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Think of a new customer or a new person to your email list as a guest in your home.

How will you make them feel welcomed and appreciated?

Your first email to them, your “Welcome” email, can begin that relationship, and turn a one-way conversation into a two-way conversation between your business and your customer. Make it count.

People have become accustomed to building personal relationships with a business via email. They reject companies and service providers where they don’t feel they’re being honored, heard or respected.

Send the first email out automatically, within a few minutes after a person subscribes and opts-in to your email list. It can be one email, or a series of emails, triggered by a person joining your list.

What a Welcome email will do for you and your business

A well-crafted Welcome email – whether it’s confirming a person’s subscription, offering immediate access to your free content, or a receipt for a purchase – can build trust and a rapport with your audience. It sets the tone of future communication, starts a conversation, helps reinforce your brand and message, and acknowledges how important your audience is to you.

Consider it your calling card; it’s your one opportunity to knock their socks off with meaningful content that solves their problems or answers their questions. You want them to open future emails from you.

Be warm, professional, helpful – and human.

Some tips on what you should put in your first email

  1. Welcome them to your community. Remind them how they got on your list – did they sign up for a free offer, did they make a purchase from your online store, or did they hear you speak or teach somewhere?
  2. Thank them. Acknowledge that you’re grateful they chose your content, or for their purchase.
  3. Talk to them about what they’ve signed up for. What kind of content can they expect? If they bought something from you, let them know how to access that item or when they can expect to get it. If they signed up for an event, remind them of the date and time. Help them figure out how to get started quickly.
  4. Let the content match the relationship. If your Welcome email is to a new customer, craft it as a thank-you for their purchase. If your Welcome email is to a new subscriber who is not a customer yet, focus the email on what resources you have for them (especially free resources/content, to help build the relationship).
  5. Assure them that you understand what their challenges and dreams are. They signed up to your list, but they still want to know that you understand their situation and that you can provide solutions. Provide content that outlines some common problems or questions they have, along with tips and techniques to move forward.
  6. Give them more than they expected. Offer links to important and helpful content on your website, or links to audio files, documents or webinar and video content.
  7. Tell them how often they can expect your emails. You should be sending email newsletters at least once a month, but once a week is better. Whatever you choose, be consistent.
  8. Provide them with links to your social media accounts as another way to connect.
  9. Answer frequently asked questions. Are there questions that pop up all the time which a list of FAQs could answer quickly?
  10. Continue the conversation. If you promised something in return for their signing up, make sure they got it. Follow up with a survey asking them what they think about your product or service. Remember: Even if it’s free, they’re still a customer. They’re consuming your content.
  11. Ask them to take action. To keep email subscribers engaged, ask them to take action: click a link, complete a survey, respond to a question, share a comment, sign up for a video tutorial.
  12. Tell them how to unsubscribe. It’s important that you give clear instructions on how to get off your list. Most automated emails have a link at the bottom to unsubscribe, but assure them in the Welcome email that they can exit anytime they want.

One email… or two?

There’s a lot of information you could include in your Welcome email. But you don’t want to overwhelm your new prospect or customer with too much information in one email. When you’re crafting your Welcome email, take a step back and ask yourself: Am I overloading them?

If yes, consider just putting the welcome, thank-you, and what you can expect topics in the first email, and use a second email for additional information.

Sometimes the shortest, simplest emails get the best response.

Doubling down with a double opt-in

Sometimes asking people to confirm their email address – known as a “double opt-in” – will be your first electronic correspondence with a customer. By asking people to double opt-in, you’re ensuring a quality list of real email addresses.

The double opt-in is meant to get people to click on a link to confirm their email address. Some people don’t do this right away – or they don’t do this at all – so you might have to send a reminder. You can also check the list of people who signed up but didn’t confirm their subscription to check for obvious misspellings in their email addresses.

If you are finding that people don’t click the confirmation link, the first question to ask is: Are they receiving the email in the first place? Check your bounced email list to make sure they are receiving and opening the confirmation email. If necessary, send a reminder.

I’d love to hear from you

Are you sending out Welcome emails? Do you add anything to them aside from the 10 items listed above? Do you send them automatically or manually? Share your story, comments and questions in the Comments area below. 🙂

21 comments for now



Category: Internet & Social Media Marketing, Marketing

The Problem with Niches

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finding your nicheMy client Mary called me and cried, “I need to find my niche!”

She had been told over and over again that she needed to find a narrow niche for her Life Coaching business so that she could be more noticeable among the pack of Life Coaches who market themselves to business professionals and managers.

But she had also been told that using words like “meaning” and “purpose” to describe what clients were looking for was over-used; all life coaches were using those terms and they had lost their power when it came to writing marketing text.

To find your niche, you need a tailor-made approach.

Here is my reply to Mary in regards to identifying her niche and writing her marketing text towards that niche:

Finding The Right Words

Remember, WITHIN the coaching industry, words like “soul,” “meaning,” and “fulfillment” are used constantly and we’re used to them and don’t think they’re special.

But, OUTSIDE the coaching industry, people are just awakening to these words. They love these words. And people ARE looking for meaning and fulfillment in their lives. (Just because you are used to seeing those words everyday doesn’t automatically make them powerless or boring.)

So you may be tired of hearing catch-words in YOUR industry, but that doesn’t mean that customers aren’t still searching for those very same ideas.

If you want to know if people are interested in these words, go to the Google Keyword Tool  and type them in. You’ll see for yourself how popular they really are.

As a life coach, saying you don’t want to market yourself using the words “fulfillment” and “meaning,” is like saying you’re a dentist, but you don’t want to have the niche of “filling cavities” because every dentist does that.

Sometimes your niche isn’t just what topics you talk about with clients; sometimes your niche is the combination of what topics you talk about AND the people/groups you talk to.

Finding The Right Niche

The whole purpose of choosing a niche is so you can find a central place that potential clients congregate — so that you can get in front of them to introduce your business via your marketing techniques. You can find “professionals” or “mid-level managers” or “upper level executives” in specific industry associations, magazines, websites, newspapers, peer groups, etc.

But say you want your niche to be “Hyper Ambitious Stress Coaching.” There is no industry association for Hyper Ambitious people…how will you locate them?

Do you really want to be known as the “Hyper Ambitious Stress Coach?” (Do people really type in “hyper ambitious stress coach” into Google when they’re looking for help?) It implies that you work with only people who are hyper-ambitious, and only stressed ones at that. There are plenty of “non-hyper-ambitious” professionals who are want to achieve great things and be successful (and are stressed), they just don’t go overboard into “hyper” behaviors that create unbalance.

One caveat: labeling yourself the “Hyper Ambitious Stress Coach” is great for PR. The news media loves a specialist. But clients may not be looking for a Hyper Ambitious Stress Coach; they’re just looking for help with stress, over-scheduling, high demands, etc. So unless you’re going to get all your prospective clients via news media interviews, you might want to re-think that narrow niche.

Choosing a niche is not an exercise in finding a place where you have no competition. It’s okay if you have competition in your niche: it shows there’s a thriving market there.

Differentiation vs. Niche

If you’re simply looking to differentiate yourself from your competition, then that’s not done by choosing a niche market. Differentiation and Niche are two separate marketing steps. You can differentiate (brand) yourself based on:

  • your personality
  • your processes
  • your techniques
  • your classes and products
  • your background
  • your experience
  • your skill set & knowledge
  • your availability
  • your fees
  • your style

Differentiation asks, “Why would they buy from ME versus my competition?”

Niche asks, “Where will I find THEM so I can introduce myself?”

This entry in Wikipedia may help:

http://en.wikipedia.org/wiki/Niche_market

I’m not saying, “Don’t go in that niche direction.” What I am saying is this: if you define your niche too narrowly, you’ll have a hard time getting in front of them with your marketing techniques. And along the way, you might not be following your own purpose or meeting your goals.

So, how do you define your own niche? I’d love to hear about your target audience and how you help them!

11 comments for now



Category: Internet & Social Media Marketing, Marketing
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Redesign Your Marketing Model

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If you’ve been in business for a while, you probably already have a marketing model that is working for you. Or, at least it used to work for you

There are seven different areas in your business where rethinking and reinvention are possible: Marketing is a great area for innovation and change!

Have things changed in your business and marketing?

  1. Your audience isn’t reacting to your marketing techniques the way they used to.
  2. You are bored with your marketing techniques, so you’re not doing them as consistently as you once did, and the quality of your marketing is suffering.
  3. You’ve become complacent because business is going great, and stopped paying attention to “big picture” strategic marketing planning.
  4. Your marketing techniques are stale, outdated.
  5. You’re totally freaked out by the amount of work you have to do, so some things just get put on the back burner, like marketing (and remembering to eat).

Time to shake things up!

Last time I counted, there are over 100 offline and online marketing techniques you can use. There’s one for everyone. Why not try a new marketing technique you haven’t tried yet but have always been curious about?

If you’re feeling the innovation itch, why not combine two techniques into something original and noteworthy?

For instance, could you combine a free, funny bumper sticker giveaway with a contest?

What about combining a free webinar with a SEO using a strong article or blog post, to increase sign-ups and boost your mailing list?

Pick a new technique or combine two! Jazz it up!

Here’s the trick.

Don’t overwhelm yourself with trying to do 20 new marketing techniques at once. Choose one, learn all about it, try it out, track your results, and master that technique. Then do it again with the next new one.

Having an annual marketing plan will help. You could schedule a new marketing technique each quarter, based on your goals and what you’re promoting that quarter.

Maybe it’s time to delegate?

One big reason why seasoned business owners don’t do the level of marketing that they should do is that they simply run out of time and energy. Just because you’re the business owner doesn’t mean you have to be the head of each department.

I know, I know: you’ve heard that you should delegate a million times. Hey, just do it! (Do I have to pester you?) Consider finding someone who can implement some (or all) of your marketing techniques for you, so you can focus on your core competencies, the unique gifts you bring to the world.

I’d love to hear your thoughts. Where do you feel you need to shake up your marketing model?

8 comments for now



Category: Internet & Social Media Marketing, Marketing, Rethinking Your Business
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Are You Persuasive?

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Much of marketing is about persuasion. (Note that I do not say “manipulation.”)

Dictionary.com defines the verb “to persuade” like this:

1. to prevail on (a person) to do something, as by advising or urging: We could not persuade him to wait.

2. to induce to believe by appealing to reason or understanding; convince: to persuade the judge of the prisoner’s innocence.

So persuasion, especially in marketing, is all about encouraging someone to take action (call me to talk about your needs, sign up for my program, buy my ebook, etc.), as well as convincing someone by helping them to understand information, ideas and/or benefits.

CNN/Fortune Magazine recently posted a self-quiz entitled How Persuasive Are You? The quiz helps you to understand your own first reactions to a series of events, to see how much you use persuasion in your marketing and sales efforts. Go ahead, take the quiz! It’s an eye-opener!

I’m absolutely fascinated by the psychology of marketing: what makes people pay attention to a marketing piece, and more importantly, what persuades them to take action and buy. I’m reading several books on the topic right now, and as soon as I compile my notes, I’ll write more about the topic in this blog and on my ezine.

I think the psychology of marketing will make all the difference in the world to your success. I’ll keep you posted.

3 comments for now



Category: Marketing

How to Make the Most of a Business Networking Event

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You’re not alone. Most people are uncomfortable walking into a roomful of strangers.

Networking at business events can help you grow your business and allow you to do hands-on marketing research. Learning to mingle and follow-up with business networking contacts is crucial to your small business success. The following techniques will assist you in connecting effectively with others.

Most of these techniques can be adapted for networking online, too!

Before the Event

  • When you write the networking event (or online networking campaign) into your calendar, carve out 2 hours the next day for follow-up — so you know you have time to complete the task.
  • Know your goals: What is your purpose for attending this particular event or launching this particular networking campaign online? To meet certain people? To find prospective customers? To find a resource you need? Meet a connect with like-minded colleagues? Nurture existing relationships?
  • Come prepared with a pen and a small notebook, or your smartphone note taking app, so you can jot down who each person is and what’s important to remember about them.
  • If it’s a cocktail party, or finger foods are being served during the networking portion of the meeting, eat before you go to the event. It’s better to carry only a drink, instead of trying to juggle a plate of food and shake hands at the same time.
  • Ask the event host about dress code. Some events are Business Formal and people will be wearing business suits. Some events are Business Casual and there will be a mix of more relaxed styles. By knowing in advance what to expect, you maximize the feeling of being part of the group.

At a Live Networking Event

  • Arrive early. Get there early when the group is small and manageable.
  • Enter the room with a smile. Even if you feel nervous, “act as if.” If you have a smile on your face, you will be perceived as approachable, enthusiastic, and friendly. (And you’ll feel a whole lot better, too!)
  • Bring 20 business cards and promise yourself you won’t leave until you’ve given out all the cards. Better yet, ask for other people’s cards if you sincerely want to keep in touch with them. Not everyone you meet will be a good resource or connection.
  • Make sure you mingle. Do not isolate yourself with only the friends or colleagues you already know. Move around. Spend no more than 5-6 minutes talking with any one person.
  • Ask your host to introduce you to people that you want to meet, or to get you started in a group where you know no one. If they have a Greeting Committee or Ambassadors, find out who they are and ask for help with introductions. Reach out to people standing by themselves, introduce people to each other. (Note: if you are part of a group or association that does not have a Greeting Committee, offer to become a one-person Greeting Committee. It gives you the perfect excuse to introduce yourself to everyone who walks in the door!)
  • When you meet a person, shake hands, and repeat their name. This not only helps you remember it, but it shows that you’re making an effort to hear the name properly.
  • Wear a nametag that is easy to read and is descriptive of you. Wear it on your right shoulder so that people can easily see it when they shake your hand.
  • Create, practice and use a description of yourself and your work that can be said in 30 seconds or less. Know how to describe your work in one or two sentences. Make sure this quick introduction includes your name, the audience you serve, and how you uniquely help them.
  • Listen more than you talk. Remember that there is nothing more flattering than someone who listens carefully and shows sincere, respectful interest in other people. Ask questions and listen to the responses so that you begin to understand the person. This also helps you to identify who might be a potential client for your own products and services.
  • Take notes to help you remember what people have said as soon as you can. If you have to, take a quick break to a quiet area to write up your notes during the event while it’s fresh in your mind. When you get back to the office, put all this information into your contact management software.

After the Live Networking Event

  • Once you have someone’s business card, make sure you follow up with them within 24 hours of the event.
  • If there’s an obvious win-win connection with someone you’ve met at an event, call them up and invite them to lunch or a Skype coffee to explore the connection further.
  • Keep a spreadsheet or database of all the people you’ve reached out to, notes about that person, and dates/times you’ve communicated with them. In this way you’ll know who to follow-up with and the nature of any conversations you’ve had with them.

Tips for Online Networking Campaigns

  • Always start with your goals for this networking campaign. Are you trying to connect with prospective customers, or wanting a closer relationship with mentors and colleagues?
  • Just like in face-to-face networking, make sure you follow up with each person you make the initial contact with.
  • Read their online profile before contacting them. It’s a dead giveaway that you’re just trolling for prospects if you ask them questions that they’ve already answered on their social media profile and/or website.
  • If you see that you have mutual connections, ask for an introduction.

Always Remember

  • Sending an email or a text is fine, but the money is in the phone. Phone calls (or video conferences) are more personal and form a deeper relationship than emails or texts.

When you look upon networking events and business functions as an opportunity to meet new people, do some market research and find potential clients, it can become a joy instead of a chore. Going in with a game plan makes you feel like you can really make the most of the event.

7 comments for now



Category: Marketing

Watch Out for Hey-Baby-Wanna-Get-Lucky Marketers

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There are two things I cannot abide: liars and thieves.

This is a story about a liar.

Last night, I got an email from an internet marketing company who knows nothing about marketing and nothing about me. How do I know? I simply read his marketing email to me.

It started like this:

I’ve been following your blog for some time now and I just had an idea that I think you’re going to like.

[Uh oh. Reminds me of guys who would come up to me in a bar in college and say, “Hey, I bet you’d love to dance with me.” I’ve never heard of this guy before and already he has an offer I can’t refuse.]

He continues:

We help companies double their sales using Internet marketing tactics such as Search Engine Optimization, Social Media Marketing and Pay per Click.

[Whoa, Nellie! Isn’t this the same work Aly and I do for our clients? But he said he’d been reading my blog “for some time now,” so why doesn’t he know this about me? After all, there’s a category on my blog called Internet Marketing. ]

I’d love to work with your clients to help them grow their businesses.

[I bet.]

Obviously, you wouldn’t recommend someone you don’t know, so I’d like to analyze your website and Internet marketing strategy, and put together an Online Marketing Plan for you.

Okay, now I’m laughing so hard, I’m sliding off my chair. Had he read my website, he would have known:

  • I teach classes and give speeches on Internet Marketing Strategy and SEO.
  • 90% of my marketing is done via the internet.
  • I have excellent rankings on Google for “small business coaching,” “small business consulting services,” and “mastermind group” — I don’t really need SEO help, thanks very much.

Then I stop laughing. And a weird angry-calm comes over me. This guy is a liar and I hate that. He doesn’t care diddly-squat about me and my business, he just wants someone to help him make sales for his company.

Good Marketing is About Building Relationships First

The first mistake he made was not really getting to know me before he tried to sell me something. One of the internet marketing gurus says it’s akin to meeting someone new and saying, “Wanna get married?” in the first five minutes of conversation.

Rule #1: Create rapport with your customer. Get to know them. Strike up a conversation in their blog comments, in Twitter or Facebook, in online message forums, or via email. Meet them at events. Go out and give speeches or classes, then chat with the participants afterwards. Let them know you exist and you’ve got some great resources to share.

Find Common Ground

Rule #2: See if your prospective customer has a problem you can help solve or a dream you can help fulfill. Don’t assume they have a problem or dream: ask them.

No Speed Dating Allowed

Rule #3: Stop trying to make the sale in the first conversation. Relax and enjoy the unfolding of a new relationship. Don’t look desperate and don’t hurry them along just to get your needs met. Always, always, always look for a win-win.

Did I tell you the story about when I ran into a thief on the Internet?

Oh, so what did I do with the email? I let my assistant handle it. She’s so much more diplomatic than I am!

27 comments for now



Category: Internet & Social Media Marketing, Marketing
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