Month: February 2021

Top Email Database Tips

Email Database Tips

First off, depending on when you last communicated with everyone on your database, this will decide what you should do with it. If your list has been sitting dormant for a couple of years and you’ve not communicated with people, it’s worth thinking about starting from scratch.

You always need to be mindful of GDPR and whether people subscribed to your list, or you just added them in the past. If you added them, it is probably best to scrap that list and start afresh where you can be confident they actually want to be subscribed and you can document when they signed up. You can watch my GDPR session here.
Now, if you are starting your list from scratch, or you want to build your list even further, here are some ways you can do it…

1 – Freebie

A report from the Data and Marketing Association shows that 60% of users sign up for an email newsletter to receive offers and sales. So, if you have something to push or to sell then don’t be scared to be seen as pushy…people will sign up.
One great way of doing this is to create a ‘Freebie’, also known as a lead magnet. This is where you offer them a free PDF, workbook or such like as an incentive and in return they need to sign up to your email database to receive it. Think of it as an exchange.
This is great if you are like me – a consultant, or a coach, or are an expert in your field – health and beauty, childcare, food or aromatherapy. Whatever it is, you can create something to give them value that they are going to get something out of and then you can communicate with them and sell to them in the future.
The second way is to ‘hook’ people in with an incentive, such as money off, discount coupons to redeem on your website or exclusive deals etc.

2 – Make It Visible 

The next thing to do to, is to make sure your e-newsletter is visible. There is no point just having it sat there where no one can see it. Think about how people are going to find it and sign up – how are you going to tell them about it?
• Add a sign-up button to your Facebook page
• Add the sign-up option in the banner of your website, or maybe add a pop-up on the site. Somewhere where it is going to be easily seen.
• Add your sign-up option to the end of your blogs if you have them on your website
• Send traffic to your website from social media
• Tell people about it on social media and tell them what they’ll get by signing up.
Make sure you are telling people about it all the time – you can’t expect people to sign up, if you don’t tell them to.

3 – Facebook Adverts

The other thing you can do to get people to sign up to your e-newsletter is to run some Facebook adverts to encourage people to do this. You could use your freebie as an incentive to this. Really go to town promoting your freebie via a Facebook advert, increase your audience reach in the process and see people signing up.

4 – Breadcrumbing

The next tactic is known as breadcrumbing. This means being part of lots of groups on Facebook and telling them about your pages/groups/freebies and e-newsletter. You often have to be careful about what is allowed in groups and being too salesy, but if you are subtle you can get known and people will follow the links (or the breadcrumb trail) you leave behind and voila, more sign-ups

5 – Nurture Your Audience

Finally, according to the survey I mentioned earlier, 40% of respondents sign up for your newsletter because they like you or your brand. I say all the time that people buy people – they are there for a reason. Your email database has signed up because they want to know more about you, hear what you have to say, find out how they can get involved or buy your products.
But once you’ve hooked them in, you have to nurture them. Don’t just leave them hanging. If you are serious about using email as part of your marketing strategy, then use it. Put time and effort into it. Send weekly, bi-weekly emails or monthly emails (depending on your business). Do what feels right for you and your brand. I send weekly emails, where I tell people stories, tell them about me, get them to know, like and trust me. Perhaps this feels too much for you and you might try bi-monthly. Don’t leave it longer than a month to communicate with your audience as they will lose interest and unsubscribe.

I just want to add here, that the open rate of emails is usually between 20-30%, so don’t worry if people don’t read all of your emails. Try different things to see what works. The good thing about emails is that we can see what does and doesn’t work.

Also, don’t worry if people unsubscribe – it’s nothing personal. They were never going to buy from your in the first place, so it’s good to have them off your list to keep it nice and clean!

So, there you have a few marketing tips to get your email list up and running or to give it a bit of a refresh. If you want to sign up to my email list you can do here.

If you would like to know more about my forthcoming courses on various areas of marketing – or have missed a previous one, simply click here.

What is Branding and How To Do It Well?

Branding Tips

Here are 3 top tips to getting your branding right:

1 – Good design

Good design is key to the foundations of a good brand. I know a lot of people create a quick logo themselves in Canva, or on Word, or sketch out an idea, however, branding is so much more than a quick mock-up of your business name and initials. Have you thought about what colours and font to use? Have you thought how it represents your business or who you are? Do people actually ‘get it’ and understand who you are and what you do? A good brand does all that – it is not just a standalone logo.

I’d always consider asking a good designer – and I mean a good one. Even I can create a logo in Canva, but a designer with a track record will be able to help you create that brand, they will get a feel for your business and make a logo that is unique to you and accurately represent you.

I work closely with, and highly recommend, these two designers who work with you to understand your business and deliver your requirements. Feel free to get in touch. Tell them I sent you!

https://jiliallen.com/

https://www.rebeccawatsondesign.co.uk/

2 – Consistency

The next thing to consider is consistency.  When you create a brand you need to have some guidelines, which state exactly what font and colours you use within your branding to compliment your logo. If you look across all my marketing platforms – from my website to my social media, my email marketing…right down to the font I use on my emails. Everything uses the same font and colours consistently.

This gives the look and feel of a professional business – not one using random colours in strange places and one day they are using Arial and the next using a random script font.

Consistency is key for creating impact and also making your brand stand out and easily recognisable.

3 – Messaging

My next tip is all about messaging. This is where I talk to you about what you tell people and how you portray your business. You need to be clear on who you are and what you do in all your marketing material. Again, it needs to be consistent and clear.

I met someone through networking and every time I saw them, they’d changed their business name and what they did. They had no clear message about who they were and I still don’t know what they do.  It was very confusing.

So, think about your key messages – what are the top things you need to tell people about your business and what you do. Get them right and, again, use them consistently, so your messaging becomes defined, clear and so that everyone understands what you are trying to tell them.

In a nutshell, branding is how your customers see you, not only through your logo, but also the way you speak to them, the way you act and treat them and the way you tell them things through your marketing.

I found this great definition on ‘The Branding Journal’

“A product is what you sell, a brand is the perceived image of the product you sell, and branding is the strategy to create that image.”

If you would to access more Marketing help or know someone who would – feel free to join my ‘Marketing Made Easy With Lisa’ Facebook Group. We are a friendly group sharing knowledge, asking questions and helping each other. Join us!

Top Reasons Why Your Social Media Might Not be Working

Social Media Content Advice

Also, do you compare yourself with others and think they are doing a great job, they seem to know what to post and have more followers, but why isn’t your social media doing the same for you?

If you don’t feel like social media is working for you there could be a few reasons. Let me help.

1 – You’re not showing up enough

It takes a lot of time and effort to get social media right. You can’t expect to post once or twice a week and think you’re going to see vast improvements. Yes, you may see a bit of an increase in reach, but realistically you need to show up every day and sometimes more than once a day. Think about posting every day, but perhaps sharing a story, or posting a video. As with anything in marketing, you need to put the work in to get something out of it.

2 – You’re not being social

The clue is in the name of this one. Social media is all about being social. You have to shift your focus from the posts on your page, to getting off your page and interacting with your followers. Comment on their posts, like their posts, share their content. It is all about building up a community of people who know, like and trust you. Think of it like networking, but online. You don’t need to be spammy, just talk to people and get social.

3 – You’re not creating engaging content? 

The other reason you may be hearing crickets with your social media is because your posts just aren’t engaging or attractive to your audience. Think about what you’re writing in them…are they all salesy? People will just flick past them if they are. Think about asking questions, creating a discussion, show yourself and your personality so they get to know you. If you work for a business or in an industry that is typically boring, think about what your follower would want to know, how can you solve their problems, what makes the business unique or stand out from competitors and base your posts on that, instead of links to your website to sell.

If you found my advice interesting, I’m going to be doing my next mini marketing masterclass about creating content. What to write, how to find inspiration, how to find your voice and how to plan your content in advance, so you don’t have to stress about it. Join me to learn more and make a positive difference to your social media. Sign up for my Creating Content For Social Media Masterclass here.

The 5 Benefits of Facebook Advertising

Facebook Advertising Tips

If you take away one thing from this session today let it be this – the only reason you should ‘boost’ a post on Facebook is to increase the reach of a post. So, in other words, for that post to be seen by more people. However, the golden rule is that you should only boost a post that has proven popular in the past. If a post has already reached thousands of people, had lots of comments/shares etc then that shows it is a great piece of content and could be boosted. In other words, you ‘boost’ it’s popularity. That is it. Don’t think about boosting posts that you haven’t got data for or posts which aren’t working. It is not the best way to spend your money with Facebook.

This should be done through Facebook advertising.

Now, before you even think about spending any money with Facebook there are some things you need to have in place.

1 – Facebook Business Manager and a Facebook Ads account. This is different to the ‘ads manager’ you see on your page. I’ve put links to them below so you can make sure you get set up.

2 – Next you want to make sure the Facebook pixel code is on your website.  Once you’ve got business manager set up, there is a step-by-step guide in there to show you how to create the pixel.  If you’re like me once I’ve got the code give it to your website designer who will install the code for you. I’m going to tell you what is so special about the pixel later.

Once you have these you are ready to plan your Facebook adverts.

There are many benefits of advertising on Facebook. Let me explain…

1 – Audience targeting

The beauty of creating an advert from scratch in Facebook is that you can tailor it to your target audience. You can search by age, location, interests and activities. Facebook will also give you suggestions based on what you include.

You can also save different audiences within your account, so if one works really well you know to use that same audience in the future.

You can also create look-a-like audiences. So, you may want to target people who are similar to those who’ve already liked your Facebook page, or similar to people who have visited your website (and how do Facebook know who has visited your website? Through that magic little bit of code – the Facebook pixel – which tracks who visits your website and is also a Facebook user).

2 – Variety Re-marketing

Another great thing about Facebook adverts that you can’t do with boosting, is try out different types of adverts. You can set them up to drive traffic to your website, to generate leads, to convert sales. There is also a ‘re-marketing’ advert. Now here is where that little pixel code comes in again. Once you’ve run your main advert to drive traffic to your website, for example to make a conversion (i.e. sell a product, sill in a form etc), it will know who visited the site (so who was interested) and it will ‘re-market’ advert to them through a re-targeting advert.

So, you can see there is so much more scope with Facebook adverts.

3 – Fully measurable

The other great thing about Facebook adverts, is that they are fully measurable. This means you get to see live data – you can literally follow what the advert is doing and see how it is performing. You can tweak it if it is not performing, you can add additional budget to it and you can edit the content and images too.

You don’t get the full spectrum of insights if you boosted a post and you just have to sort of sit and pray that it works.

4 – Suits any budget

I have had clients who have spent as little as £3 a day on Facebook advertising and seen results.  Other clients might spend £100 a day. Big organisations may spend £100K a day. But this is the beauty of Facebook advertising, it can work really well for any size marketing budget.

The key thing to remember is to know your target audience and to get the content right.

5 – Build brand awareness

Facebook adverts are also a great way to build brand awareness of your business to people who may not like your page or see your posts. Reaching a wider target audience and getting your business in front of your ideal target customers.

So, there are lots of reasons why Facebook adverts can work well in your marketing strategy. I’d say before you start you need to have a strategy in place, know who your target audience is and what you want to tell them. Think about what would be a good return and what you hope to achieve so you can analyse the success of your adverts.

To find out more about how I can help pack a punch with your social media – why not download my top tips here