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Use Email Marketing To Regularly Generate New Clients

Email marketing is one of the most reliable ways to generate new clients.

This last week I was also contacted by two people from my email list both of whom need help with their websites.

I communicate with my list every Wednesday, as I have been doing, without fail, for the last 5 years.

I don’t expect to be deluged with responses – in fact I couldn’t cope with it if I was.

What I aim for and what I get is a regular trickle of people who respond to my emails because they need help.

And there you have the point of email marketing.

I keep in people’s consciousness. I demonstrate my expertise but it is left to the recipient to contact me when the time is right for them.

Of course I don’t know when the right time is which is why it’s important to be consistent and persistent.

Right there you have one of the key points – a large part of marketing is just turning up regularly.

People get to know you, hopefully they get to like you and crucially they get to trust you enough to make contact.

 

So what are the secrets of successful email marketing?

There are three crucial stages in the email process.

  1. Getting the email opened

You can have the best content in the world, but if no one opens it, it’s wasted.

The subject line is vital in getting your email opened.

My strategy is to use intriguing subject lines.

Ones where the recipient isn’t sure what the email will open it to find out.

  1. Valuable Content

The second important issue in email marketing is to deliver valuable content.

If your subject line persuades people to open the email, the content has got to make it worth their while to actually read it.

If you add value to your list through the quality of your content, then you can email them as often as you like.

Conversely if you’re providing rubbish content, emailing once a year is too often.

  1. The call to action

Your whole objective is to make people take action so at some stage you must tell them what you want them to do.

It’s important to give them as many communication options as you can. Some people will not want to pick up the phone, while others will want to talk to you there and then.

So with that in mind, if you want some help with your email marketing, but you don’t have the time or confidence to do it yourself, get in touch on mikejennings@marketingsurrey.co.uk, call me on 01483 200387.

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The importance Of Having A Standout Customer Proposition

I cannot overstate the importance of having a standout customer proposition.

I’m going to relate this to politics and the current situation with our EU negotiations.

The pressure on Theresa May seems to be increasing by the day.

Her chances of survival are starting to look pretty slim.

The problem is that she doesn’t seem to know what outcome she wants from Brexit.

Apparently Merkel is laughing at her because when she asks what she wants, May says “Make me an offer”.

Even if she was prepared to, which she probably isn’t, how can Merkel make her an offer if she doesn’t know what she wants.

This is relevant to you in your business – you have to know what it is your customers want, so that you can make sure you’re providing it.

Not only that but you have to make sure you are communicating clearly and effectively with your prospects that you’re providing what it is they’re looking for and how that will benefit them.

This is one of the most basic elements in marketing.

It amazes me how often when you land on a website you have to work really hard to figure out exactly what the company does.

Remember you have approximately 8 seconds to get your message across.

After this they’ll hit the back button and go elsewhere to find someone who makes it more obvious that they can solve their problem.

Your Customer Proposition

When I work with a new client, the first thing I do is work on their customer proposition:

  • What do they do – both from their point of view and more importantly from the customer’s point of view.
  • What problems in their customers’ lives do they solve.
  • What benefits do they provide.
  • How do they differ from their competitors – what makes them stand out and why should customers choose to do business with them.

But your customer proposition needs to be about more than just what you do.

You have to make it easy for people to decide to do business with you and that will entail removing the risk of trading with you.

  • Find a way to let them test drive your service – a free trial, a free consultation etc.
  • Provide a guarantee – if you can offer them their money back or some kind of recompense if they’re not entirely satisfied with your service, you take away all the risk for them.This makes it very much easier for them to decide to buy from you.

If you’re struggling to devise your customer proposition I have got a special offer for you.

I will run a Customer Proposition Session with you for just £199.

We’ll  create a killer offering for your prospects so turning your website visitors into enquirers and delivering a steady flow of new business.

To set up your session, contact me on mikejennings@marketingsurrey.co.uk  or call me on 01483 200387.

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Facebook Reduce The Number Of Business Posts You’ll See

It’s amazing isn’t it. Facebook change the type of posts you will see in your newsfeed and it makes the national news.

Why is that so newsworthy?

Because about 38 million people in the UK are on Facebook which is about 60% of the population.

In simple terms what they’ve said is that in future you’ll see more posts from family and friends in your newsfeed and fewer business posts.

What this means is that very few people will see posts you put up on your business page which will make it virtually useless as a marketing tool for your business.

So why have Facebook changed the type of post you’ll see?

Well there’s are the reasons they’ve announced and then there are the real reasons.

What they’ve said is they want users to have “more meaningful interactions” and that connecting with people they care about is good for people’s mental wellbeing.

But the truth behind all this though is the fact that the length of time people are spending on Facebook has fallen by 7%. They believe this is due to the amount of professionally made content from brands and business.

And the other reason?

If businesses can’t get their message out to their audience through regular posting, then they’re going to have to use Facebook’s Ad platform. This is where Facebook make almost all their money.

The good news is that Facebook advertising is possibly the most effective form of advertising around today.

In the past if you put an ad in the local paper only a small percentage of the readership would see it and an even smaller percentage would be interested in it.

But Facebook enables you to target your audience with a level of precision never known before. You can target by:
• Age
• Sex
• Interests
• Location
Any virtually any other metric you care to think of – Facebook knows everything about us.

It also works on a pay per click basis so there’s no wasted expenditure – you only pay when someone clicks on your ad and goes to your website or landing page.

Facebook advertising is:
• Immediate – set it up this morning and your ads will appear this afternoon.
• Measurable – you can track exactly what you spend against the results you get
• Easy to experiment – you can trial any number of different ads to discover which works best

So if you want a regular stream of new leads, you’re currently not using the most powerful and cost effective advertising medium the world has ever seen and you want to help Mark Zuckerberg save for his old age, get in touch on mikejennings@marketingsurrey.co.uk or call me on 01483 200387

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Your 4-Step Guide to Building an Effective Marketing Plan for 2018

With 2017 coming to an end, it’s the perfect chance to take a step back, reassess your goals and set plans for 2018.

Having a suitable plan in place is the most effective way to have a clear marketing focus and to be able to track results throughout the year.

Better yet, creating a marketing plan doesn’t even have to be complicated. Here’s a straightforward four-step plan to get you on the right path. Read more

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4 Ways To Boost Email Click-Through Rates

There are many hurdles to jump when it comes to email marketing.

Many marketers, rightly so, put a great deal of focus into a compelling subject line and interesting content.

While these are important, it’s equally necessary to make sure you’ve considered your click-through rate, and have done everything you can to ensure the highest number of clicks possible.

Having customers interact with your email promotes better engagement for your marketing and can lead to more sales and business.

With this in mind, here are four ways to boost email click through rates.

1. Add Links to All Pictures

If you want people to click through to a link in your email then avoid only offering the link once.

You should incorporate the link as often as you can, and one really subtle way to do this is to make sure any images within the email have the link added.

Many people are more enticed to click on images than text, so you could see a huge increase with this simple tip.

 

2. Make Your Call to Action Compelling

Rather than a simple line of text for your call to action, try a more attractive and compelling tactic.

Colourful buttons and arrows are one way to catch the eye and can be really effective at making sure customers do what you’re asking of them.

Be it ‘Buy now’, ‘Contact us’ or ‘Find out more’, a little effort goes a long way.

 

3. Make Everything Mobile Friendly

It’s really important to ensure all emails are mobile friendly. The number of people who check their emails on a mobile device has grown in recent years.

It’s equally important that the site your customers will click through to is mobile friendly, as well.

 

4. Add Social Graphics

A small social media icon at the bottom of an email can produce surprisingly high click through rates. Link any social media accounts associated with your business at the very end of your email.

Many people are interested in at least one social media platform, and this is a great way to build your following outside of emails and boost that click-through!

 

If you’d like more help or are looking for a marketing consultant Surrey don’t hesitate to contact me today.

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2 Google Tools That Help You Grow Your Business

Ranking well on Google is one of the most powerful and profitable ways to help you increase your website’s traffic and grow your business.

Over the years, Google has built a whole host of tools to help you boost traffic, as well as optimise the page these visitors land on.

If you’re failing to take advantage of these tools, then you are missing out on a big trick, especially seeing as they are all free.

Here are two of the most powerful tools available, which you need to start using today:

1. Google Analytics

Google Analytics is an incredibly useful free resource which gives you deep insight into all metrics regarding your site’s traffic.

You can see where customers are coming from, what they are doing on your site, get a breakdown as to who they are, and what content they are most enjoying.

You can then set conversion rates to track all of these visitor interactions and get accurate data as to how well your site is performing.

To get started, you simply install a unique tracking code on your site and then get to work collecting data and assessing the results.

In turn, you can use this data to find out what’s working, what isn’t, and drastically start to grow your conversions.

2. Google My Business

Google My Business is designed for businesses who want to accurately display vital company information and allow people to find them more easily.

Your Google My Business profile allows you to build up reviews from past customers and create a profile which potential customers can trust and get validation from.

The aim of Google My Business is to fully update and work on your profile to earn one of the coveted 3-pack spaces.

This means that when somebody searches for a company close to them that provides your services, you are one of the three businesses recommended to them.

Properly implementing both of these tools can take time, and a willingness to invest in split-testing results to find a strategy that helps you scale your business.

For help in speeding up this process, and make proper use of the tools, contact me today.

With years of marketing experience spent deploying tools tailored to the specific needs of each client, I know what works and what will help you reach more customers and increase your sales.

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Popular Marketing Trends You Need To Be Following in 2018

Though 2017 is not yet over, this is always a good time of year to step back and take stock.

You can evaluate your marketing strategy and consider the marketing techniques that have been working well and which are set to dominate in the coming year.

With so many channels available, such analysis is always useful for generating new ideas on how you can reach your customers.

So, to help get you ready for 2018, and to give you an edge over the competition, here are three marketing trends you should be actively pursuing.

1. Video as a Part of the Customer Journey

Not only is YouTube now the second largest search engine, it actually has the largest number of active monthly users.

In a basic sense, this demonstrates one thing: people love videos.

Not only are they a great way to demonstrate your product or service, they are an effective way to create more value for your audience and assist in both customer retention and generating new leads.

Read more about why you should be using video in your marketing here.

2. Utilise Social Messaging

We’ve seen a growing use of Live Chat capabilities over the last few years.

However, the power of free social messaging apps is great for small and large businesses alike.

Social media is where people hang out and contacting organisations via such means as Facebook Messenger is very convenient.

This is especially true as more than 60% of mobile users use this platform.

Advancements in technology now include automatic chatbots on messaging platforms that can respond to a number of basic questions and convert sales whilst you are busy working on other things.

3. Search Marketing is Alive and Kicking

The art of SEO and generating leads from Google is by no means new, but it is as important as ever, if not more so.

The major difference is that mobile now plays a more pivotal role in the consumer journey, especially with regards to location-based searching.

In fact, 80% of all “near me” searches are now being performed on a mobile device.

Google has placed much importance on its Google My Business functionality as it allows consumers to find the exact business they need, right at the point of purchase.

By actively pursuing a relevant SEO campaign, you can take advantage of what is dubbed “hyperlocal targeting”.

If you’re not sure how your business can adapt to these marketing methods, then it could be worthwhile speaking to an experienced marketing professional, like myself.

As a reputable marketing consultant in Surrey, I have already helped many clients improve their marketing campaigns and keep up with evolving trends.

So for further assistance, and to create a targeted strategy for your business, get in touch with me today.

 

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Winning And Retaining New Customers

As a business owner, I’m sure you’ve got 101 things you’ve got to do today.

Of those, can I ask what’s the most important?

I personally believe that from your business’s point of view the winning and retention of new customers is the single most important thing.

Think about it.

If you’re going to grow your businesses or even hold your own, you’ve got to be regularly gaining new customers and then making sure they stay with you.

So if the winning and retention of new customers in the most important thing in your business, can I ask what you’re doing about it today?

Surely if it’s the single most important thing in your business you should be doing something about it every day?

So what action should you be taking?

Marketing is the mechanism that wins you new customers which means you really should be doing something on your marketing every day.

Exactly what depends on your business and on the current state of your marketing.

These days the starting point must be your website – is it providing a regular stream of enquiries?

If not you need to review it – do your visitors understand precisely what you do and how you can solve their problems?

Are you getting enough traffic to the website – your Google analytics will tell you.

If you need more traffic are you using Google AdWords and Facebook ads?

If not you should seriously consider giving them a go.

That will necessitate building bespoke landing pages but if you want the best conversion levels, then it’s definitely worth doing.

Then there are the organic listings. If you’re not appearing on the first page of Google you need to look at your SEO.

While we’re on the subject of traffic, are you actively promoting your website via your social media channels and through blogging.

Another area to consider is re-marketing. This is the process whereby you show adverts to people who have already visited your site. If they were interested enough to visit you in the first place, try to persuade them to come back to have another look.

Then, of course, there’s the whole area of email marketing – still the cheapest and best way to communicate with any number of customers at the push of a button.

As well as all this lot, you might also want to consider:

  • Video
  • Auto responders
  • Direct mail
  • Brochures and flyers
  • Exhibitions
  • Seminars

So there’s plenty to be getting on with.

If you agree with me that you should be doing something regularly to improve your winning and retention of new customers and you need some help to get it done, get in touch on mikejennings@marketingsurrey.co.uk, or call me on 01483 200387.

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How To Create Loyal Customers And Raving Fans

Recently I was on holiday with my family in Sri Lanka.

 

To make life easy we had a guy who drove us around, sorted out any issues and generally enabled us to relax and enjoy ourselves.

 

Now we’ve had this kind of guy before and it’s just luck as to whether you get someone nice who wants to help you to have a good time or someone who doesn’t really give a monkey’s who’s just going through the motions.

Customer Loyalty

Our guy, his name was Ananda, was exceptional.

 

He always had a smile, he was incredibly knowledgeable on all things Sri Lankan, he was always punctual, his driving was careful and safe but more importantly than anything, he made us feel that he really cared.

 

We joked that our youngest daughter wanted to be adopted by him.

 

The point I’m making is that we were his customers and he made us feel special.

 

The result was that we gave him a glowing testimonial and a whacking great tip but if it was a different kind of business, we would become loyal customers and go back to him like a shot.

 

We would be raving fans and would refer other people to his business all day long and in that one sentence, I think I’ve distilled what it takes to have a successful business.

customer testimonials

If you can turn your customers into raving fans who will happily refer others to your business, you’ve basically cracked it.

 

So the question is what can you do in your business to make your customers feel special in the way that Ananda did for us?

 

There are plenty of tried and tested ways to increase your customer loyalty:

  • Promotions and special offers on products your customers buy
  • Newsletters to keep your customers updated on developments in the industry and everything to do with your business
  • Special customer receptions and events
  • Loyalty schemes rewarding customers for their business

 

Now all of these are proven ways to increase business from existing customers but what Ananda did was much more personal and to get to that level requires a much greater input from yourself and crucially requires customer data.

Marketing segmentation

Once you have detailed information about your customers you can start to really personalise your marketing:

  • Birthday cards are a good place to start
  • Activity around anniversaries or spouse’s birthdays take it to another level
  • Offers targeted towards kids
  • Information and offers focused on their interests and hobbies
  • Geographically tailored deals around where they live or where the business is based

 

As these are all bespoke offers, focussed on the customer’s specific circumstances they feel much more personal and so take the relationship to another level.

 

This is the way to convert customers into raving fans and ensure the success of your business.

 

If you need help to develop your customer relationships, I can aid you through methods such as email marketing and blogging. Simply get in touch on mikejennings@marketingsurrey.co.uk, or call me on 01483 200387 and I’ll be happy to help.

 

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4 Classic Digital Marketing Mistakes

Digital marketing offers a whole world of opportunities.

 

But the fact is that very few businesses successfully utilise the internet successfully.

 

So what are the mistakes that you should ensure you’re not making?

Marketing

#1 – They Are Not Building an Opted-In List

 

Over 99% of visitors leave websites without taking action.

 

This is a criminal waste.

 

Having deliberately searched out your website they leave without a trace.

 

But if you offer them something of value (a special report, a video etc) in exchange for their contact details you can start building a list and then begin marketing to them.

 

In this way you can start to build a relationship and when the time is right they may well buy from you.

 

#2 – They Don’t Communicate Regularly with Their List

 

Having built your list you must stay in touch with it.

 

You can build the relationship, show your expertise, make special offers, promote events etc.

 

You need to move prospects down the funnel and closer to making a purchase

Email Marketing

#3 – They Have a Poor Quality Website

 

You have around 8 seconds after people land on your website before they click away.

 

In that time your website has got to persuade them they’re in the right place.

 

There are two elements that will make them decide:

  1. Content – your website has got to have high quality content that demonstrates that you can solve your visitors’ problems.
  2. Design – how your website looks will influence the way people respond. While not getting in the way of function, a visually appealing website will be more effective than an ugly one.

 

#4 – They Don’t Have a Traffic Generation Strategy

 

A great website is useless if no one visits it.

 

So you must have a traffic generation strategy.

 

The primary traffic mechanisms are:

 

Pay Per Click – Google Adwords and Facebook advertising are the key PPC platforms.

The great thing with Adwords is that you can be on the front page of Google within minutes of setting up your campaign and it only costs when someone clicks on your ad.

Pay Per Click

Search Engine Optimisation – if you appear on the first page of the organic Google listings, you’ll get a regular stream of customers looking for what you sell.

 

But SEO takes longer to achieve good rankings than Adwords and Google is continuously changing the criteria it ranks websites on.

 

If you get these elements right, you will find your digital marketing will start delivering a regular stream of prospects.

 

However if you feel this all sounds too difficult and you want an expert to make sure it’s done right, give me a call on 01483 200387 or email me on mikejennings@marketingsurrey.co.uk.