If you’re looking for an answer to the question, “how often should business owners update their blogs?” we’re here to tell you that there’s no right answer. This is a contentious issue for e-commerce businesses everywhere and unfortunately, even as an experienced digital marketing company that handles professional copywriting, we can only provide you with feedback that has worked so far with our current clients. It’s to your companies’ advantage that you post at least once per week, however, the following things need to be considered for your submission to get noticed on the wide web.
Consistency is an important part of any blogging strategy
Consistency is defined as the conformance in the application of something for the sake of logic, accuracy, and fairness. So, in terms of developing professional blogging content for your e-commerce website, it’s important for you to consider the publication of consistent blogs — same day/time each week — to show your readers and followers that you’re committed to your brand. Not only can your schedule content so that it automatically appears on your website, but you can take it one step further by sharing your blogs on social media. This is also something that should be consistent, for example, blogs are published Tuesdays and shared through social on Wednesdays.
Also, consistent blog updates allow visitors to see that your business is operating as usual, and in these uncertain times where many companies are struggling, you can continue to show potential customers that they’re good hands when they shop your collection of products and services. That being said, since leaving a long time frame between posting shows that your website is neglected, consider hiring a professional to handle the copywriting tasks for you. This will enable you to better organize your time for other tasks, while also ensuring that you always have fresh content that’s available to the consumer.
Short updates don’t serve a purpose on your blog
Many business owners use blogs to provide customers with brief company updates and will write fewer than 100-word submissions to explain. What they don’t know is that short blog submissions lack the use of keywords, which is devaluing your website, leaving behind a layer of thin content that hinders search engine optimization (SEO) efforts and lowers the organic ranking. That being said, the best place for these types of updates is through your social media platforms, where short, punchy copy is always shared. Another way to ensure that your audience sees updates is by simply adding them to the bottom of long-form content as a way to increase your word count with something that provides value to your business. Keep in mind that while there’s no definitive word count for blogs, readers benefit most from submissions that avoid filler language and are 500 quality words or more.
Relevance and quality are key
Whether you’re attempting to write your own submissions from scratch or have opted to hire a professional to handle all of your copywriting tasks, two of the most crucial factors to consider in your blogging posts are relevance and quality. Publishing content every day that’s irrelevant to your industry and riddled with typos and poorly constructed sentences are not beneficial to your website. In fact, low-quality blog content makes your site appear spammy to search engine algorithms. That’s why it’s worth investing time and money into the efforts that are needed to produce good quality content!
While most e-commerce business owners possess a rough understanding of how search engine optimization (SEO) affects their presence, many aren’t knowledgeable enough to increase their online rankings, which is why industry experts are needed to improve the quality of traffic and clicks. Nevertheless, with so much lucrative information available at your fingertips there are still some tasks that you can undertake to help your business crawl to the top, and if all efforts fail, an SEO agency for e-commerce who’s ready to swoop in and do all the work for you.
Tip #1: Focus on structured data
Since there are an abundance of websites that Google is crawling, the best way for this search engine to understand what each is about is through structured data giving purpose and meaning to each page.
Structured data is a standardized format for providing information about a page and classifying that page’s content. For example, a page displaying a recipe would include a section containing the ingredient list, another that explains the cooking time, and possibly even further subsections to describe prep, the number of calories, and so on.
An SEO agency for e-commerce would track to ensure that each markup is handled correctly, and follow recommendations by Google to review the companies’ online documents and monitor changes that may be needed. Tracking search engine results page (SERP) feature placements over time will also allow them to improve when there is a drop and help them to better understand if the structured data is working to the brand’s advantage.
Tip #2: Monitor backlinks
While having more backlinks doesn’t always mean that your website will rank higher, an SEO agency for e-commerce will ensure that high-quality backlinks are produced, which is proven to be beneficial in boosting SEO rankings.
As you are likely aware, Google focuses on the authority and authenticity of every website linking to your domain, and if there are any spammy sites in that list, your ranking could be impacted negatively. These red flags are bad news for your SEO strategy efforts, so it’s always advisable to keep track of who is linking back to your website and monitor the quality of those links.
Tip #3: Create skyscraper content
Skyscraper content involves a little investigative work where you seek out already high-performing content in your niche and use it to create something better. Then, shamelessly promote it to your audience! However, since this tip involves a lot of legwork to have it done correctly, most business owners hire an SEO agency for e-commerce to handle everything involved in seeking and writing this type of specialized content.
Needless to say, for the go-getters, here are some tips to getting started:
Find out who your competitors are on Google
Discover which keywords best relate to your niche business
Add details to your website’s pages and create comprehensive posts about the topics above
Get insights from industry experts so that you’re able to add more value to your posts
Be sure to review analytics to see which content topics did well
Re-work your content to make it more digestible by using things like videos and infographics
The key to developing good skyscraper content is to get creative and make something better than anything readers and/or shoppers have ever seen before.
Which of the above tips will you be trying out first? Drop a comment below to start a conversation with other readers.
Since it’s difficult to guarantee which investments will generate a consistent return, e-commerce business owners will often face marketing hurdles where they will struggle to see profitable results. So, whether you’re looking for help with various digital marketing activities or simply want assurance that you’re on the road to success, an assortment of digital marketing services are available at your fingertips. But first, here are some common mistakes you should avoid!
Didn’t formulate a digital strategy
While it would be silly to not utilize the power of social media for marketing purposes, most business owners use their channels to publish a stream of over-promotional content that generates little engagement, which is not beneficial for the time that it takes to perform the task. Any form of return in digital marketing requires the development of a coherent strategy that will underpin business objectives and push forward likable, inviting content. Focusing on posts that highlight keywords via pay-per-click advertising or only crafting brand-related content won’t get you the results that you’re looking for. This is why the best thing you can do is to take the time to understand your target audience and research how they engage with the channels you’re using because this will help you to narrow your focus and avoid wasn’t money by moving forward with no strategy in place.
There are digital marketing services that can offer you help with all of the above and what’s even better is that hiring a social media manager is a cost-effective way to combine research and content creation with the added bonus of customer service.
Don’t cut your spend, move it around
There are a lot of opportunities for growth in digital marketing, and as a result, common issues are faced by business owners. There’s a belief that return-on-investment (ROI) should come immediately after the trial of a small Google ad or a one-time SEO campaign, but often these investments take time to make money. So, instead of swiftly cutting your spend, consider moving it around to another digital platform that may produce more return. The best thing to do is evaluate your marketing budget, see what is and isn’t working, and increase in the areas where you’re seeing conversions.
E-commerce businesses have ramped up the use of trending features such as more video content and Chatbots, and have also increased their presence on platforms like Google, Facebook, and Amazon. So, if you want to remain competitive in your industry, you will need to keep on track of what’s engaging your target audience. The best way to implement and manage an effective digital marketing strategy is to constantly evaluate what’s working, allowing you to make positive changes and push forward in the areas that will generate a higher return. It’s also important to learn from your competition, remain focused on your growth, and keep in mind that building your business will be a long-term game of trial and error.
Not Knowing Your Target Market
One of the most effective strategies in marketing your products or services is profoundly understanding your customer’s pain points and what type of person is more likely to be interested in what you’re trying to offer. Formulating a buyer persona is an excellent strategy used by professional marketers to streamline their target and know what type of people they are trying to aim.
Knowing your target market is as important as anything else, especially in advancing technology today. Social algorithms already have much more data than ever before about their users’ interests, hobbies, and even buying behavior. Therefore, having a deeper understanding of your target market allows you to maximize your campaign’s efficiency and even take advantage of sophisticated digital tools in today’s online business world.
Failure to Track Measurable Goals and Milestones to Hit
Many entrepreneurs have been successful in their business in the digital space but staying successful is a whole different conversation. In most cases, even a thriving business at its early stages could quickly lose track of its progress because of failing to track its progress and setting goals to target.
The e-commerce business is continuously ramping up, meaning you also have to step up your game and never lose sight of your improving your business as a whole to stay relevant to the market. Tracking your progress through statistical analytics by digital services allows you to have a leg up on your competition and gradually improve your online business over time.
Not Flexible Enough to Try and Test Different Strategies
There is no shortage of digital marketing strategies that effectively ramp up your engagement, traffic, or even sales almost instantly. While there’s a value in staying consistent about your current method that has already been working for you, being open to other opportunities would open up so many doors for your business, especially in a constantly evolving world.
An Entrepreneur’s ability to do trial and error, whether through specific marketing campaigns, trying out new digital strategies, or other things, is a massive advantage for taking advantage of opportunities ahead of you. It is likely that an effective digital marketing strategy from just six months ago now could no longer be relevant today. That is why it’s best to keep being updated and allow yourself to try out new things that might or might not work for the sake of the business. This is a common trait for thriving businesses in today’s world.
Focused on blending in instead of standing out amongst your competition
Another common mistake for up-and-coming entrepreneurs trying to find their success in the digital space is focusing too much on blending in instead of finding ways to stand out. The reason behind this is to remind you that you’re in the business of offering products/services that are distinctly unique from what the market already has to offer.
Unrealistic Overnight Success Expectations
Setting goals and targets are excellent, but expecting unrealistic results over a short amount of time is detrimental and could hold your online business success even further down the line. There is nothing wrong with high-ambitions and having the confidence that your product or service online would do well. However, patience is a huge thing, especially when entering a highly competitive market.
Understand that you’re not the only one who’s trying to get a fair share of the market and that you’ll have to earn it gradually with patience and wit if you want your business to thrive. A good rule of thumb when it comes to setting expectations is to set goals that are hard enough to keep you going but aren’t too challenging and leave you in a slump. Small wins, whether in sales, engagements, followers, or any progress in your digital marketing pursuit, get you going and are much more effective for sustainable growth instead of unrealistic expectations.
Failure to Adapt to New and Updated Strategies
Keeping an eye on and constantly updating your digital marketing strategies is a huge plus for your e-commerce store to stay relevant to your chosen niche market. Many factors may impact how well a particular digital system might or might not work, so it’s always best to keep open and flexible for future adjustments.
Undervaluing the Power of Customer Reviews and Feedback
Online Reviews and Customer Feedback is an excellent social proof and way to get more traction on your e-commerce business. However, not many entrepreneurs understand the value of having honest feedback from customers, whether good or bad and how it could impact your business as a whole.
Genuinely listening to what your customers like about your products and what they dislike gives you ideas on improving your business. Businesses that listen to their customers will likely have their way to building their community and engagement over time.
What did you learn from the above blog submission? Drop a comment in the section below to converse with other readers.
Every business wants to capitalize on holidays that have a crazy shopping demand, which is why the weeks leading up to Cyber Monday and the holiday season are where many e-commerce companies see an influx in purchases. While it’s never too late to re-work your holiday digital marketing strategy, the sooner you start making changes, the sooner you will be able to see the results.
Send out emails to create a buzz of interest
If your business is planning to host a Black Friday, Small Business Saturday, or Cyber Monday sale, we recommend sending a couple of emails for each of your outreach sequences. Often subscribers will see new promotions show up in their inboxes, but it may take some different type of copy to entice them to click over another potential shopper. So, if email one doesn’t do the trick, there’s further opportunity throughout your promotion to reach your target audience.
What are some ways that you can get a higher response to your sales email?
Write a strong subject line
Avoid using spammy words such as “final” or “reminder”
Include relevant copy in the body
Add a call-to-action (CTA) in the closing copy
Include a professional signature and/or logo
Update your social profiles to notify followers
While posting a custom image on your social feeds the week before your promotion is a good incentive for followers to engage, if you really want to notify your target audience that a big sale is approaching, consider developing a holiday digital marketing strategy which would include a lengthy countdown to the big event. So, in terms of BF, SBS, and CM, you should start advertising for this weekend-long sale by November 20th, but preparing your materials now.
Here are some effective ways to drive up your sales using social media:
Use a variety of social channels
Create content that isn’t too salesy or pushy
Make it easy to purchase right from your social posts
Create a sense of brand awareness by pre-posting about your promotions
Utilize channel specialties (I.e. Instagram stories and shoppable posts)
Strengthen your SEO to increase organic traffic
Search engine optimization (SEO) should be an essential element in your holiday digital marketing strategy. Since the majority of consumers are using search engines like Google to find new brands, products, and services, it’s very important for small business owners to invest in the tools that can improve their ranking. Since there are many different factors to consider when climbing the organic ladder, improving your ranking (especially in a short period of time) can be a challenging task.
Use the following tips to improve your reach online:
Use clever keywords
Write thought-provoking content
Grow your reach with social media
Utilize your local environment to gain traction
Optimize for mobile traffic
Professionally manage your reputation
Develop and integrate a strategy that will keep you on track
Since there are only a few weeks left before the craze of holiday shopping commences, have a word with our team to see how we can help launch a holiday digital marketing strategy for your business.
Which of the above suggestions does your business need more help with? Compare it with other readers in the comments section below.
While many elements of your digital marketing strategy will consist of trial and error when it comes to effective online advertising, no platform is more powerful and underutilized as Facebook! While many e-commerce business owners tend to shy away from Facebook ads as their primary investment, it’s one of the best ways to get the word out about your company, especially if you’re also looking to reach prospective customers. As a social platform with more than a billion users, it would be silly to not include it in your ongoing advertising campaign strategy.
Facebook ads work for most businesses
It’s reassuring to know that most industries and brands benefit from Facebook advertising before even contacting a professional digital marketing agency! This is partly because of Facebook’s popularity, with people from all over the world and different walks of life visiting the social platform to communicate, browse, and yes, shop. However, if you’ve already tried to use Facebook to increase your conversions, reach your target audience, and engage through product advertising, it may be the type of ad or marketing that you’re doing, rather than the platform itself. Even if your user doesn’t use Facebook often, you may be surprised at how they will still find their way to your website with the right ad coming their way. Plus, even if they miss it, their loved ones might share it!
Start with a goal in mind
Why is Facebook such a great platform to carry out your professional digital marketing goals? It’s because it has the potential to put you in touch with a range of consumers quicker and more efficiently. Not to mention Facebook ads are relatively affordable, giving ample opportunity to adjust your campaign strategy as needed.
So, when you’re looking at investing in your social strategy on Facebook, start the process with a clear goal in mind. Make sure to write down your short-term and long-term goals so that you can govern advertising decisions. Maybe you want new customers? If so, how many? And is your primary goal to increase visits, conversions, account registration, or all of the above? Be sure to keep your goals as specific as possible so that you can work alongside a professional digital marketer to tailor your ads, track your progress, and tweak your strategy as the layout of your industry shifts.
Understand KPIs
Finding success with Facebook advertisements is strongly dependent on your knowledge of KPIs (Key Performance Indicators). This allows you to focus on the actual net profits made through your Facebook ads, and then you can further pinpoint ways to drive down your cost per action on advertising engagements. Money is money in the business world and if able to heighten your sales without lowering profits, it makes the most sense to run cost-effective campaigns that generate higher revenue for your business.
Rotate types of Facebook ads
Before you dive deeper into the world of Facebook ad campaigns, remember that you will need to create more than a single advertisement to have an effective campaign strategy. So, as a rule of thumb, be sure to develop at least three ads with the same targeted interests and goals, and rotate them within the campaign that you’re running. By doing this you’re better able to gather consumer information and compare each ad based on their CTRs (click-through rates). This will allow you to keep your focus on winner ads versus those that are underperforming.
Google Ads and Facebook Ads have a longstanding rivalry and when it comes down to your return on investment (ROI), it’s essential to invest in the right platform that will generate ad revenue. A professional digital marketing agency would easily be able to determine which platform would work best for your business, but for those who have been in the game for a while, you may possess enough knowledge to kick things off yourself. Continue reading to learn the differences between these two advertising platforms.
Google Ads versus Facebook Ads
While you were probably drawn to this blog submission looking for a definitive answer, we’re here to tell you that there really isn’t a “best” option, because both platforms perform differently from one another, bringing unique benefits to the table for online businesses.
Instead, try asking yourself the following questions before you invest money into either digital marketing effort:
What is my budget for digital advertising?
Which platform would better reach my target audience?
What stage of the consumer’s buying journey am I trying to make a profit on?
Since most internet users regularly utilize both of the following platforms, it’s more important to channel your pay-per-click advertising services towards efforts that focus on the age, income range, and lifestyle of your audience. Thus, to increase your ROI it’s important to break down what makes each platform unique before you make your final decision towards rolling with one or both.
A breakdown of Google advertising
As businesses grow and transition to the online realm, customers have more choices now than ever before on where to make their purchases. Although, to be a successful business owner, one must deliver and retain customer interest at every stage of their browsing experience. Thus, many e-commerce companies rely on Google!
What types of campaigns can you run using the Google platform?
Search network campaigns
Display network campaigns
Google Shopping Ads
Video campaigns
App campaigns
Facilitating purchases is one of the many perks of the Google platform, and through pay-per-click advertising services, business owners have been able to approach their audience with the use of industry keywords within their content, only paying for the service when their ad is clicked by the consumer. This technique is an efficient method that’s super popular for those looking to expand their digital marketing efforts.
A breakdown of Facebook advertising
While Google Ads focus on paid searching, Facebook Ads are all about paid social, targeting audience behaviors and patterns to make each advertisement effective and personal.
Below are some formats of ads that can be done through Facebook:
Video advertising
Photo advertising
Slideshow advertising
Carousel advertising
Dynamic product advertising
Lead form advertising
What are the ROI benefits of each platform?
While both platforms work as channels to utilize pay-per-click advertising services, they also offer different benefits to the business owner.
Benefits of Google Ads:
You can bid on a number of keywords and get your ads to rank higher, reach new people, and increase your exposure.
You’re able to earn higher SERP (search engine results page) rankings by creating relevant ads.
The search and display networks help you to create ads that will appear in search results and generate more leads.
Benefits of Facebook Ads:
Consumers are always sharing information about themselves on Facebook (interests, beliefs, hobbies, etc.) and you can use this to collect data on your target audience.
Once you have collected a database of people that are likely to be interested in your products or services, you can import it into Facebook and target those people using your ad campaigns.
Earn sign-ups, sales, subscriptions, follows, and leads.
Which platform are you most excited about? Drop a comment below to compare with other readers.
As much as today’s consumers seek individuality, they also have a very instinctual nature to want to find a sense of belonging with the purchases they make. This is why creating brand loyalists through online presence and word-of-mouth has become one of the largest growing forms of client retention. Naturally, social media platforms have tapped into this by offering people the chance to engage with their favorite brands and build upon these relationships by engaging with other like-minded shoppers. But have you ever heard of the term, “brand community marketing” and how it works alongside social media marketing?
What’s the difference between social media marketing and brand community marketing?
Social media marketing involves the utilization of an assortment of social platforms and websites to promote the sale of a product or service. Otherwise known as a form of e-marketing or digital marketing, the development of a social media marketing strategy helps business owners to connect with their online audience, build larger brand awareness, increase their conversion rates, and drive more traffic to their website.
On the other hand, a recent development in the realm of digital marketing is brand community marketing, which is when a community is formed based on attachment to a product or service. In fact, connecting to consumer behaviour is one of the most important elements of digital marketing, allowing there to be a communicative relationship between brand, individual identities, and culture.
How are they connected?
The arrival of the digital age has facilitated an opportunity for two-way conversations between brand and consumer, and while this online media landscape has expanded over the years, audiences are being swamped with information daily and it has become more complex to navigate.
Forging a strong, meaningful and long-last bond with the consumer lies within the brand community — those who have an affinity towards the brand after engaging with their product and now share a sense of purpose, passion, and values that are inspiring them to constantly seek connections through interactions both online and offline.
Starting a quickfire conversation about your brand can be challenging, but with community members recommending products and swapping stories, much of your social media marketing content can be showing off your community’s support and managing this emotion-building engagement rather than creating it all from scratch. After all, brand community marketing offers a wealth of insight that can be repurposed to boost customer appreciation of your brand and ensure that they keep coming back for more.
How do brand communities assist your social media marketing strategy?
If a community thrives through the empowerment of your products or services, it means that you possess a great advantage to better target and connect with your audience. Consider the fact that most members that are showing their attitude towards a certain brand are likely digital natives who have grown up with access to the internet and social media available at their fingertips (ages 16 to 25). However, while this age group is likely the best demographic to set up within your brand community, retention focus can be achieved among other groups with the help of early access to price promotions, special offers, and sales, especially as more and more users venture within the realm of social media and online shopping.
So, if you’re an e-commerce business whose primary focus is to build up your brand loyalty rather than simply focusing on driving sales transactions, it’s time to transform your social media marketing strategy using the roots of brand community marketing!
Did you find the above topic to be a refreshing addition to our weekly submissions? Drop a comment below and let us know your thoughts and if you can think of a topic we haven’t addressed, include that as well!
The spooky season is in full swing and with All Hallow’s Eve approaching, you should be orchestrating a digital marketing strategy that embellishes all the chills and thrills of your business. While this autumnal holiday doesn’t involve gifting presents, consumers love a company that decorates their websites with festive charm, and even better, plans some ghoulish promotions to show off their holiday spirit! Below are some ideas that you can use to spiff up your online marketing.
Send out a spook-tacular newsletter
For those of you who are equipped with an email list and customizable template, now is the time to use newsletters as a means for showing off your Halloween spirit. Whether you decide to slot in some products that embellish a ghoulish charm or you simply host a seasonal promotion with access to an exclusive coupon code or discount, whatever you’re offering should encourage shoppers to carry out purchases and skillfully align with the season.
If you’re unsure of how to get started consider hire a digital marketing professional to carefully craft your Halloween email. If you don’t possess a list or an email design, it’s likely too last minute to have this task completed by Halloween, but you can look to other upcoming holidays and have a web development professional ensure that you’re sorted with everything your website needs.
Host a chilling contest on Facebook or Instagram
While there are tons of opportunities for your business to utilize social media to gain consumer attention, Facebook and Instagram are great channels for visual promotions. So, as one of the best ways to engage with your audience, we recommend hosting a contest to sanction the start of the spooky season. This could include elements where you ask your customers to submit photos of their favourite Halloween-related activities, carved jack-o-lanterns, or party foods and the chosen winner would receive a special discount code to use towards their next purchase. Be sure to include rules such as, “must follow all of our social media accounts”, “must like this post”, and “must share this post” for bonus ways of gaining traction.
If you need help coordinating a contest promotion as part of your October digital marketing strategy, speak with a social media expert to get started!
Are there other ways to expand on your digital marketing strategy for Halloween?
Since our favourite grim holiday is only 25 days away, we wouldn’t recommend making too many changes to the development details of your website. However, there are some small transformations that would make it rather eerie-sistable.
Offer treats with each order: Whether the treat you offer is a bag of candy or a small gift bag of sample products, shoppers love receiving seasonal goodies with their purchases.
Live stream your haunted shop: If you’re one of the many e-commerce business owners who also possesses a brick and mortar store, be sure to decorate for Halloween and live stream what it looks like on your social channels.
Get spooky with your product or service names: This change, while subtle, makes a world of difference to potential and recurring customers when they’re perusing your website.
What other ways in the past have you marketed your business for Halloween? Drop a comment below to share with our readers.
Developing continuous, high-performing email marketing campaigns can be a challenging task for any business owner. While on the surface, an email seems to be fairly straightforward, there are many fundamental aspects in its foundation which can make the process of completing a successful email complicated. However, with a professional email marketing strategist to get your e-messages off on the right foot, you can focus your attention on establishing other plans for your e-commerce business!
You need to effectively target your audience
The people who’re most likely to be interested in your content, products, and services are the ones that you want subscribing to your email list. Aside from using the most traditional targeting strategies, such as advertising and media marketing, you’re also able to craft email lists which will allow you to further segment your audience and personalize their engagement. This creates a granular balance between mass emailing and effective targeting.
The key to targeting your audience rests with the amount of time and resources that are put into improving their response, and depending on your industry, the best way for you to cunningly draw in prospecting shoppers is through the help of a professional email marketing strategist. Targeting the right audience requires testing and if you have never used audience segmentation, it will be challenging to determine which members of your mailing list are opening their emails and purchasing and which have a low engagement history. A professional email marketing specialist understands the basics of audience segmentation and will first look at your email performance before setting a baseline for the metrics, such as evaluating subject lines, offers, send timing, call-to-action, etc. Over time, the driving tactics will be identified, allowing you to split up your subscribers into different lists that offer a better-targeted value. For example, informational emails for those who regularly open and sales-oriented newsletters for those who click but are often less persuaded to hop onto the website.
Crafting relevant and engaging content is your ticket to success
Whether your favourite part of email marketing is the writing content or you enjoy creating graphics that grab the attention of your audience, this pointer should resonate with you as a business owner. So, once you’ve got your audience in mind and some lists have been created, you can get to work on constructing newsletters that flaunt a compelling composition relevant to your email recipients.
For those who struggle to put on their marketing hat and develop a great email that will check all the boxes — interesting copy, exciting subject lines, and generous offers — then it’s important to hire a professional email marketing strategist to develop the right content and drive your audience to shop. You can work together as a team to determine what matters most to your audience and find a way to fill that need by delivering content with value. Keep in mind that there isn’t one single strategy within content development and for you to keep delivering emails that perform, you will need to continuously tweak your focus to appeal to your changing audience.
Have you ever heard of email list hygiene?
First and foremost, the objective of your campaigns is to have the email delivered, which is why maintaining a clean email list is an important part of your email marketing strategy. People change jobs, switch emails, and stop using the address altogether and some recipients may even continue to receive your emails but flag them as spam. All of the above activities will negatively impact your campaigns, which is why updating your list regularly can prove to be an effective way to boost higher response rates.
What did you learn about high-performance, professional email marketing that you didn’t know before? Drop a comment below to share.
One of the most effective ways to reach a new or prospective audience is by putting words to screen or paper. Aside from capturing consumer interest, copywriting is an artful way to deliver important messages that will appeal to the reader’s needs and desires. Although it may seem rather simple to effectively communicate professionalism and intrigue, there are so many ways in which sentences can be read and without a marketing professional on your team, who knows what mistakes you could be presented with.
Writing for everyone instead of targeting your copy
Our individual needs and interests are unique to our personalities and since we’re all attracted to a variety of products and services, it’s important as business owners to orchestrate website and advertisement copy that will translate to the audience that you’re hoping to target. The primary goal of copywriting is to render essential communication that appeals to a mass audience. This could include offers, discounts, and promotions, industry-relevant news, or company updates. However, while the transmission of the information is necessary, it’s more significant that it resonates with its targeted crowd and sparks a positive reaction that motivates the prospective shopper to take action. So, instead of writing a generic paragraph to appeal to everyone that could potentially read it, write for those who’re already well-immersed in your market.
Focusing too much on the promotion of products
While you should use both online and offline spaces to market your business’s products, it’s one of the biggest pitfalls that business owners get consumed by. Yes, good copy should capture the attention of potential customers, but focusing too much on the “thing” you’re selling isn’t as aspiring as the emotional connection to your brand that your audience craves. That’s why you should remember to use writing as a way to attract attention to the aspirations of your company, including the products and services, versus just listing their attributes.
Impressing yourself rather than the audience
One of the many drawbacks of writing your own copy is remembering to take a step back and look at your product or service from a different vantage point. You obviously already love, admire, and believe in it, or else you wouldn’t have invested the time and effort into your company’s operation. So, it’s key to focus on speaking the language of the consumer, investing the time and resources into listening to their questions and concerns, and know what they’re looking for on their buying journey when you’re crafting compelling copy.
Trying to do it all yourself
Unless you’re a trained expert, one of the biggest mistakes that business owners make is trying to write everything themselves. Professional copywriting is a skill that takes time and practice, and even after many years of application writers will still split up their tasks and have others review and edit their work. This is because we tend to oversee our mistakes, and with timelines and pressing delivery schedules rushing writing assignments, it’s very easy for inaccuracy.
What’s the best way to combat an oversight in your e-commerce marketing? Hiring a professional to craft high-class copywriting that can communicate the values of your business, of course! Working with a writer has never been easier, and many are happy to lay out a content-plan and clearly communicate what their future writing strategy will convey.
Are you ready to talk about content strategy? Drop your email below to start a conversation.
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