Archive for the 'Marketing' Category

The Value of Double Opt-ins

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When creating an email mailing list, there is a feature you should consider using: the double opt-in.

A double opt-in works like this:

  • First, a person who wants to be on your mailing list either fills out a form on your website or gives you their email address in some other way. That’s the “first opt-in.”
  • Second, the mailing list system sends a confirmation email to them, asking them to click a link to confirm their email address and that they really DO want to subscribe to your mailing list. That’s the second or “double opt-in.”

These are my thoughts on double opt-in:

Pros

  1. In the end analysis, it’s a good thing.
  2. If you want to be GDPR-compliant, double opt-ins ensure that the person who signed up for your mailing list actually wants to hear from you. This prevents (or, at least, reduces) the number of fake sign-ups from harvested lists via form bots. Some mail providers like MailChimp, are requiring double opt-in for EU-based subscribers as a way of complying with GDPR. By using double opt-in, you’re ensuring you have the subscriber’s consent, and that’s the rule in GDPR that you need to pay attention to. Note: I have not seen any wording in the GDPR regulations that specifically requires the use of double opt-in technology, and Infusionsoft says the same thing. What GDPR does say, however, is that you must have the consent of the subscriber to capture and store their personal dates (name, email address, etc) and communicate with them using it, and that they should be easily able to manage and/or delete their information from your system.
  3. Double opt-in doesn’t stop spammers and bots from signing up to your mailing via your website, but it prevents them from getting on your “white list” of subscribers you mail to on a regular basis. Spammers and bots rarely click the confirm link.
  4. By using the double opt-in feature from your email service provider, your email will be sent from a “proven clean” mail address, which will decrease the number times your business gets marked as a spammer by other email service providers.
  5. You can see who has not confirmed yet, and you can email them again to ask them if they want to confirm and continue receiving information from you.
  6. Most people now understand the double opt-in concept and look in their Inbox for the confirmation email they’ll receive. (Not everyone knows to look in their spam or junk folder, so you remind them about that as they are subscribing.)
  7. By having your mailing list in the same database as your shopping cart, you have a huge benefit of sales and leads data that you wouldn’t have if they were in two separate systems. You also have the benefit of upselling to previous customers, thereby increasing your revenue.

Cons

  1. It ads a second layer of technology that might fail. It’s possible that the subscriber will not receive the double opt-in email. Check with your email service provider about how many times you can sent the double opt-in email, or that it will go to their junk/spam folder and they’ll miss it.
  2. Some people will subscribe but not click the confirm link in the opt-in email. It’s the risk of doing business online. (Just like some people move to a new house but don’t tell you their forwarding address and all your marketing brochures get sent back to you.)
  3. Some email service providers, like MailChimp, are setting up single opt-in by default. Their reason is this: “61% of people start but do not finish the double opt-in process.” On my own list, it’s much lower, around 23% don’t complete the opt-in process. Of those who don’t, half will open future emails. The other half we delete. (Our system flags a good portion of those who do not confirm as spam bot signups, so it’s likely that they’re not real people anyway.)
  4. Some email service providers will not allow you to email someone who has not double opted-in. Check with your email service provider for their rules.

Our test results

Last month, we set up two subscription forms on our website. Each page gets about the same amount of traffic, but one form requires a double opt-in confirmation before the subscriber can receive the free item we offered. The other form did not require double opt-in: it asked for it, but didn’t require it in order for them to get their freebie.

Here’s what we discovered:

  • We tracked the number of people who submitted the sign-up form for the two free offers.
  • We then tracked the number of people who ultimately confirmed their subscription (68%).
  • Regardless of whether they were required to confirm or not required, there was virtually no difference in the percent of people who confirmed.
  • But the percent of people who consumed the free offer (in this case, a free ebook and a free video tutorial) was lower among those who were required to double opt-in. They never saw the link to consume the free offer because they never confirmed their email address — the step that was required before we would send them their freebie link.
  • However, of those who did not confirm, 51% did open and read subsequent email newsletters. Even though they did not confirm, they were still active and engaged.
  • Opt-out rates were the same, regardless of confirmation status.
  • Requiring double opt-ins gives us the benefits above, but doesn’t stop us from mailing to those who don’t confirm (if we want to).
  • Our new rule: If someone doesn’t confirm, and doesn’t open or click on subsequent emails, they are deleted after a month. Why mail to someone who isn’t interested in what I’m writing about?

Don’t focus on what you’ll lose

Some people focus on what they’ll lose if they ask people to confirm an opt-in. Focus on what you’ll gain: a clean list of motivated subscribers that won’t bounce or be marked as spam, and who have proven they’re interested by clicking on your double opt-in confirmation link.

And remember:

  • Your list size does not determine your loveability or your business success.
  • Your list size does not tell you if you are a good person, or if you are worthy of the best things in life.
  • People who don’t opt-in or who unsubscribe are not rejecting you personally; they’re probably just getting too much email and want to cut back.
  • People who DO optin are saying, “Yes, I like what you have to say and would like more of it.”
  • Many business owners have excellent revenue numbers with lists under 3,000 people, especially if these are your perfect target audience.
  • What counts is the relationship you have with your subscribers, and what strategic marketing you do with your list.  🙂

3 comments for now



Category: Internet & Social Media Marketing, Marketing
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Passionate Students Become Passionate Customers: How to Use Teaching to Grow Your Business

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It’s getting harder and harder to get your customer’s attention. They are deluged with information, so they scan-click-delete.

Yet they cry out in the night for someone to explain things simply.

The rules of modern marketing have changed, and it’s only going to get worse. You’d better find the most effective, most efficient marketing techniques to nurture your leads and build trust and loyalty with your audience, or you’ll be left behind.

One technique stands out above all the rest – teaching. 

Offering free classes helps you sell your services and products, and fill your mastermind groups and your paid classes as well.

But there are tricks to doing is right or you’ll lose your lovely customers in a heartbeat!

Getting to Know You, as a Teacher and Expert — and Human Being

Teaching gives your audience the personal interaction with you that’s missing in most marketing techniques. When they get to experience you in a very personal way — whether it’s through a in-person presentation, a video conference or a webinar — it builds a connection that lives on long after the class ends.

Whether at a live event, or through a webinar or video live stream, teaching helps you be seen as an expert in a very crowded marketplace. It helps you expand your reach — and your revenue. Your students remember you as the person who has the answers.

Best of all, you get to share what you know with your audience, which empowers and inspires them.

You’ve Got to be Well-Prepared

Want to run an excellent class to use as a marketing tool — one that students talk about and share with their friends and colleagues?

Start with a brilliant class plan.

Not only will you cover amazingly helpful content, but you’ll be more relaxed and teach it better if you have a plan.

Here are the six steps to designing a class to use as a marketing tool:

  1. Start with what the audience wants to learn. Students don’t care about what you want to teach. They only care about what they want to learn. So do your market research and ask your audience what challenges they have, then design a class around solving those problems.
  2. Write a sizzling lesson plan. Map out what you’re going to say, in a logical order that simplifies the information. Take the information that’s overloading your audience, and sift it into what’s most important, with usable action steps.
  3. Design a red-hot opening. You’ve been in those “salesinars” where the teacher spends the first 20 minutes talking about themselves. Your eyes roll back in your head and you mumble, “When will this teacher ever get to the important content?” Don’t do that to your students — they deserve better for committing their time to attending your class. Start with a big bang: huge, useful content in the first 5 minutes. Then they’ll be saying, “Oh, I can’t wait to hear what comes next!”
  4. Make it interactive. Create discussion questions, tell stories and create exercises so your students don’t fall asleep halfway through. Adult students need you to change the pace of the class every 10 minutes or so. “All lecture” classes are a thing of the past, and there are dozens of teaching strategies that put some jazz into your class design. Remember that there’s a high ratio of lurkers to participants, so learn how to reach both introverts and extroverts and learn how to engage them in the learning conversation.
  5. Set your marketing goals. Whether you’re offering a free class to build your mailing list or you’re introducing your audience to a new product or service, have specific marketing goals for your class so you can measure if it’s working.
  6. Have a plan for what you’ll do, after the class, to continue the conversation. Your class isn’t a one-off marketing technique, it’s part of a bigger marketing plan. Decide how you’ll follow-up with the participants. Consider a post-class email marketing campaign that provides them with recordings, handouts and resources to cement what they’ve learned and remind them of the products or services you offer.

Choose a Teaching Method

Once you’ve designed your class, it’s time to decide which delivery method to use.

In 2015, I asked thousands of small business owners, “How do you prefer to learn?” From the results of my Learning Survey, I found that people have strong preferences about how they prefer to consume your educational material. (You can get the results of my Learning Survey here.)

People’s learning preferences change over time, so pay close attention to how you prospects react to your class offerings.

There are several effective teaching methods, so let’s look at the pros and cons of each:

  1. Live event – There’s nothing better than meeting your audience face-to-face. Unless you’re strictly inviting a local crowd, timing, weather and cost can play a role in attendance. If you’re inviting an out-of-town audience, consider making it a one- or two-day event, even if you have to charge them a small fee to cover your costs. This gives your audience the ultimate experience in learning deeply from you, but may limit your audience to those who have both the time and money to leave their office and home for a day or two (or more, if they’re traveling).
  2. Webinar – A webinar is a live, virtual event where you show slides as you teach. The best part about webinars is that there’s both an audio and a video feed, so participants are engaged on two levels. Most interaction happens via text chat unless your participants have microphones in their computers (or they connect to the webinar via a teleconference line so they have audio capabilities, too.) A big problem with webinars is that most of the time the audience is looking at a slide, not you. There are ways to juggle back and forth between face-time and slide-time to mitigate this problem.
  3. Video Conference and Live Streaming Events – When your audience can see your bright, shining face on their computer screen, it’s the next best thing to a live event. As with webinars, if they have microphone capability (either through their computer or if they’re dialing in via telephone), nearly anyone can ask questions. And of course, if they also have a video camera, you can see their face and have a real conversation with them, too. It’s easier than ever to do live streaming videos through tools like Zoom or Facebook Live.
  4. Self-Study – Teaching via self-study format, from pre-recorded webinars, videos to ebooks, has been around for decades and it’s an established way to deliver training material. It allows your audience to learn when it’s convenient to them. However, it negates two of the principles of Education As Marketing: they don’t get to experience you directly in a live environment, and you can’t be sure they’ll consume the material, even if they download it.

Afraid? Don’t Be! Just Teach

Start with a smart plan and remember: you were put on this planet to help other people, and there’s no better way to help than to teach.

You’ll be surprised how much you love it!

Remember:

  • Capture your audience’s attention, and gain their trust and loyalty.
  • Deliver usable content in a logical way they can use immediately.
  • Teach them what you know in a free class, and create passionate customers.

12 comments for now



Category: Creating, Marketing & Teaching Classes, Marketing

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

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