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E-MAIL MARKETING

What is E-mail Marketing?

Email marketing is, quite simply, using the tools of email to deliver advertising messages. The vast majority of Internet users have email accounts which allow them to receive an almost unlimited number of messages instantly. According to a survey conducted by Pew Internet, 82% of U.S. adults use the Internet, and email is one of the fastest, cheapest and easiest ways for marketers to connect with customers.

One of the greatest advantages of email marketing is that it allows marketers to send targeted messages. Print, radio and television ads are broadcast indiscriminately and frequently reach consumers who have no interest in the product offered. But email marketing allows companies to tailor certain ads to certain customers. If a customer has shopped for a brand of shoes in the past, companies can email them coupons for that same brand knowing that they have already expressed an interest.

Popular E-mail Marketing Services

The email marketing industry has exploded over the last 15 years. In 2011, companies spent $1.51 billion on email marketing efforts. In order to tap into this growth, a number of companies have started to provide email marketing services to businesses large and small. Below are some of the most popular providers.

>iContact

>Benchmark Email

>Constant Contact

>Pinpointe

>GetResponse

>Mailgen

Types of E-mail Marketing:

1. E-mail Newsletters:

These are regular emails that are sent to a list of subscribers who have chosen to receive updates from a company. Newsletters usually don't have explicit sales messages, but try instead to build a relationship between a customer and a brand. They often have a conversational tone and contain news and information that will be of interest to the customer. The goal is to keep a customer connected to a company even when they are not buying anything.

2. Transactional E-mails:

These are emails that are sent out after certain actions trigger them. When a customer buys a product or makes a reservation, emails are sent out confirming that transaction. They legitimize online commerce by giving customers a way to prove they have bought something. Transactional emails often also contain new sales messages. Studies have shown that transactional emails are opened 51.3% of the time, while newsletters are only opened 36.6% of the time. Knowing that they have a captive audience, marketers will often try to insert new sales pitches into emails that are not explicitly for selling. For example, airline reservation emails often ask if you would like to upgrade your seat for a fee.

3. Direct E-mails:

These are used to inform customers about new products, sales and special offers. They provide customers with direct information about products and usually provide a link or another easy way for customers to access the product. They are similar to the coupons, catalogs, and sales fliers that used to be sent through the post office.

7 Reasons Using E-mail Marketing Can Help Your Business Grow :

> E-mail has Larger Reach-

With Facebook boasting over 1 billion active users and Twitter boasting 255 million, it’s tempting to believe that social media is the most effective way to reach the masses. These are impressive numbers, but what isn’t so frequently shared are the statistics on email usage. The total number of worldwide email accounts was 3.9 billion in 2013, and projected to reach 4.9 billion by 2017, according to Radicati.

> E-mail delivers your message-

If marketers have to choose between adding a subscriber to their email list, or gaining a new Facebook fan, they should go for the email subscriber every time, says Forrester Research.

There are two key reasons why:

First, 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. This is because Facebook limits the number of times your posts appear in the News Feed in an attempt to drive brands towards their paid advertising options.

This is a big deal when it comes to getting your messages seen.

Secondly, your email subscribers have explicitly told you they want to hear from you when they signed up for your email list. There are strict laws and regulations around SPAM laws, so if you’re emailing a prospect or customer, it is because they gave you permission to. Now think about the ads in your Facebook News Feed – did you ask those companies to market to you? Probably not. More than likely, you performed a Google search or visited their website. That’s decidedly different than proactively signing up from an email newsletter.

Email is the proven marketing channel to ensure your audience gets your message.

> E-mail drives conversions-

Most marketers are laser focused on driving conversions. Regardless of whether this is in the form of leads, sales, memberships, or a metric unique to your business strategy, the ultimate goal for marketers is to turn potential customers into paying customers.

And when it comes to conversions, there isn’t a more powerful channel than email.

> E-mail has a higher ROI-

Given email’s unmatched ability to drive conversions, it would make sense that email is also the most effective marketing channel to drive ROI. Email marketing yields an average 3,800% return on investment for businesses and for every $1 spent on email marketing, the average return on investment is $38.

> E-mail is the preferred communication channel-

For many, social networks are a very personal form of communication used to keep up to date with friends & family. When people log in to their social media accounts, they are there to see photos and updates from people they know and care about.

Email on the contrary, is a much more professional medium and people expect to receive information about products and services through that channel.

> E-mail is an open platform-

Over the past few years, many brands have invested millions of dollars into buying large social followings in order to be able to communicate and engage with an audience.

The diverse array of companies involved in email marketing ensures that no one party can make changes that are going to have a widespread effect, and unlike Facebook or Twitter, if you invest the time and money into building a great email list it’s an asset you will own and be able to leverage without the threat of someone limiting its effectiveness.

> E- mail will be around forever-

Email on the contrary has a long history of stability. The first promotional email campaign was sent in 1978 to a total of 400 people, and email has been growing consistently since. Interestingly, the email space itself has evolved from a time where you needed a developer to build an email, to today where tools like Campaign Monitor empower the modern marketer to create and send beautiful branded emails. This shift has put the power of business email into the hands of more people.

Building your email list, unlike building a social media following, is a stable long-term investment that will pay off for many years to come.

CONTENT MARKETING

Content marketing is an umbrella term covering a set of strategies, techniques and tactics to fulfil business and customer goals by using the most relevant content to serve, attract, convert, retain and engage customers in a trustworthy and valuable way.

It is used across the customer journey and customer life cycle but doesn’t start nor end with the customer in the strict sense. Internal customers are crucial in an integrated approach as well. Content marketing further serves several business functions in a consistent, integrated and continuous way. It looks at the customer from a connected and customer-centric perspective and takes into account the content requirements of anyone serving and engaging prospects and customers.

It is based on Brand Purpose and What Customers want.

There are 3 most essential components of Content Marketing:

>It is relevant to a target audience:

To build and reinforce loyal, trusting relationships between your business and potential buyers, your content marketing efforts need to communicate with them on their own terms and appeal to them based on their interests – not just the perspectives and priorities your business wants to further.

>It provides them with tangible value:

Content marketing is most likely to succeed when it serves a specific and largely unmet need, like delivering critical information buyers are likely searching for, providing a tool or technique to make their lives easier, or guiding them through the steps of a complicated process they might have difficulty navigating.

>It is consistent:

Even if you luckily find viral success with a single content effort, those gains can only be sustained over the long term if your content efforts remain consistent – meaning they are produced on an ongoing basis, delivered on a reliable schedule, and always aligned with the standards of quality, value, and purpose your audience expects.

The 8 Main Different Types Of Content Marketing and How To Use Them:

1. BLOGGING:

You know we had to talk about blog posts first. For many brands, blog posts make up the central part of their content marketing strategy. There’s a good reason for this: blog posts typically don’t take too long to write, they’re easily found by Google, users are happy to read and share them, and it’s a quick way to offer value at a relatively low cost.

Blogging is the most accessible type of content marketing, this is also the type of content that has the most potential traps brands fall into.

The most common mistakes you need to avoid are:

> Not posting regularly

>Not optimizing your blog for leads and sales

>Not linking to your own contents

>Ignoring Keywords

2. LONGFORM CONTENT:

Long-form content that is free and available online is a fantastic way to build thought leadership and increase subscribers. All you have to do is say “Subscribe so we’ll let you know when the next chapter of our guide comes out!”

Ultimate Guides are one of the best types of long-form content that you can create. Many businesses, like AdEspresso, have them separated from the regular blog.

This content won’t just be 1,000 words; it might be 5,000-15,000 words. There will be several chapters, each on their own URL page. Because of this, they offer immense value. Users don’t have to go anywhere else for information on a subject, because you have literally covered it all. These guides are also free and available online, making them accessible

Remember to break guides down into comprehensible sections, and promote them heavily

3. CASE STUDIES:

Case studies are in-depth examinations covering a specific scenario or example, which should provide both knowledge and actionable information. They’re fantastic for several reasons: they allow you to establish thought leadership, are unique, and are highly shareable—because this is your data, someone else can’t just spontaneously have the same idea (cough, cough).

Case studies are most effective when following a pretty straightforward model: write a summary of the study, explain the problem or hypothesis you were evaluating, explain your solution, and then go over the results and why they matter.

4. WHITE PAPERS:

White papers are information-dense content that can offer solutions and data on a particular subject. The focus here is all on the details. They’re exceptional when you want to build thought leadership and respect within the industry, and can make great lead magnets.

Because they’re so packed with information, white papers do take longer to write (and are typically more expensive than other types of content if you’re hiring someone else to write them). They should start with a summary or introduction, and be organized into distinct sections. If the white paper is more than a few pages long– and many will be– there should be a table of contents.

White papers should always focus on a specific problem (like needing more social shares) and offer a solution (like use more hashtags, schedule publishing at certain times, and use UGC). In many cases, you’re advocating that this solution or position is the best way to go. They’re extremely valuable when it comes to selling your business’s products or services.

5. EBooks:

Ebooks seem a little daunting the first time you write them, but they’re great lead magnets and—if evergreen—can stay great lead magnets forever. While they do take more time and money to make, you can outsource the process to a freelance writer who has experience with writing them.

Ebooks can be five pages long or thirty pages long, but they must offer value. A lot of ebooks I’ve read spend so much time talking about why the business advertising it is so great that they don’t actually offer real solutions. This won’t convince users to convert later on. While you can offer your product as a solution to a problem, that shouldn’t be more than 10% of the ebook (and really, 5% is typically plenty).

6. INFOGRAPHICS:

Infographics allow you to pack a ton of information into one image in a way that is visually interesting and easily digestible.

Infographics are great for getting more shares (and can go viral). And, because the backlink to your infographic is embedded within it, anyone who shares it properly will give you the valuable backlinks we all need for our content marketing.

There are plenty of different types of infographics you can choose from, but a few things should always be consistent. You should keep the designs simple and clean, so users don’t get overwhelmed. Like the checklists, use plenty of white space. Organize content into distinct sections, if necessary, and use the title to concisely explain what the infographic is.

7. TEMPLATE & CHECKLIST DOWNLOADS:

Template and Checklist downloads make exceptional lead magnets. They’re actionable; they’re a great resource that users will utilize repeatedly, and they don’t take a lot of time or money to make. Offer them in exchange for an email subscription sign-up, promote them at the end of your blogs and videos, and you’ll be golden.

Templates and checklists should have a clean organization, have a concise copy, and include your branding somewhere on it. Lots of whitespaces is a must.

8. VIDEO CONTENT:

The biggest trend in Content Marketing right now is video content. The type of content provides more information in less time. Everyone loves watching videos for getting any type of information at all.

45% of people watch more than an hour of Facebook or YouTube videos a week.- Wordstream

More specifically, however, content marketing refers to the act of sharing knowledge, advice, or entertainment in a consumable format that may include:

Blog articles

Videos

Podcasts

Social media marketing

Emails

Webinars

Infographics

Cartoons

Quizzes

Generators/Calculators

Assessments

Apps

Final Thoughts:

Blogging can make up the cornerstone of your content marketing strategy (I actually recommend this), but it shouldn’t be the only type of content you’re utilizing to increase traffic, generate leads, and drive sales. A diverse content marketing strategy will always be best, helping you to get the long-term, sustainable, and significant results out of your campaigns. Content marketing is a big time and sometimes financial investment, after all—you want to make sure you’re getting your money’s worth.

SOCIAL MEDIA

Social media is a phrase that we throw around a lot these days, often to describe what we post on sites and apps like Facebook, Twitter, Instagram, Snapchat and others.

So, What is Social Media?

Rather than define the term using a bunch of boring jargon that would probably only complicate things further, perhaps the best way to get a clearer understanding of it is to break it down into simpler terms. To start, let's look at each word individually.

The "social" part: refers to interacting with other people by sharing information with them and receiving information from them.

The "media" part: refers to an instrument of communication, like the internet (while TV, radio, and newspapers are examples of more traditional forms of media).

Top 10 motives to use Social Media:

1. To stay in touch with what my friends are doing.

2. To stay up-to-date with news and current events.

3. To fill up spare time.

4. To find funny and entertaining contents.

5. General networking with other people.

6. Because a lot of my friends are on social media.

7. To share photos and videos with others.

8. To share my opinion.

9. To research and find products to buy

10. To meet new people.

5 TYPES OF SOCIAL MEDIA EVERY MARKETER SHOULD NEED TO KNOW:

1. Social Networking Sites:

The term “social network” is synonymous with Facebook, although the big-picture concept applies to most major social sites.

The purpose of social networking is pretty straightforward: that is, to provide users a platform to connect with others. Of the various types of social media, networking sites such as Facebook, Twitter and LinkedIn represent the bread and butter of modern marketers. After all, these sites put marketers on a level playing field with their clients, customers and leads when it comes to, well, networking.

Here are some social media sites:

>Facebook:

>LinkedIn:

>Twitter:

2.Image Sharing & Messaging Sites:

We currently live in an era of digital marketing dominated by visual content. HubSpot notes that visual content on social media receives more engagement than written content. Visual assets have also become a top priority for modern brands.

As a result, new types of social media based primarily on images have emerged. Image-sharing platforms like Instagram and visual messaging apps such as Snapchat exploded in popularity in recent years. In fact, Instagram is on a fast-track toward one billion users as Snapchat’s recent IPO has dominated the tech world in 2017.

As a quick aside, Instagram and Snapchat do have video capabilities. However, most of their marketing power comes through imagery.

Here are some Image Sharing & Messaging Sites:

>Snapchat:

>Instagram:

>Pinterest:

3.Video Marketing Sites:

Simply put video boasts more shares and conversions than of any type of marketing content. Much like image-based social sites, video hubs like YouTube and Vimeo are attracting visitors in droves via visual content.

Marketing via YouTube does not mean creating an endless stream of commercials.

From education to entertainment, brands are promoting YouTube channels for just about any niche. For marketers, YouTube provides yet another avenue to show off products “in the wild.” Through tutorials and unboxings, brands are simultaneously teaching and selling to audiences en masse via video.

Versus the other types of social media, what do video sharing sites have to offer marketers? For starters:

Video content requires less effort for viewers to take in. There’s no reading or no scrolling, just watching.

There’s a lower barrier to entry than ever for video creation thanks to modern smartphones and laptops.

Videos are optimal for educating your audience. How-to’s and tutorials are the cornerstones of social video content.

Some of the Video Marketing Sites:

>Youtube:

>Vimeo:

4. Social Blogging:

In the wake of social networking, many critics may claim that traditional blogging has gone the way of the dinosaur. That said, brands who blog receive more leads and SEO juice that those who don’t. Despite the numerous types of social media platforms out there, there’s still plenty of power in blogging.

As a result, social blogging sites like Medium and Tumblr have emerged to provide marketers fresh ways to engage their audiences via written content. The benefits of such platforms for marketers include:

>Squeezing the most out of your blog content in terms of SEO performance.

>Reaching a broader audience beyond your own readership.

Positioning power, as those who frequently publish on Medium may build themselves up as an authority in their space.

Few of the Social Blogging Sites are:

>Tumblr:

>Medium:

5. Social Comunity & Discussion Sites:

Replacing traditional forums, community and discussion sites are among some of the most popular on the modern web. These types of social media platforms tap into the Internet’s never-ending thirst for questions and answers.

Marketers have an incentive to have a presence on sites such as Reddit, Quora and Yahoo! Answers to…

>Present themselves as problem-solvers and resources to their audiences

>Understand what’s on their minds of their audience, using that knowledge as inspiration for new content and products

>Keep a pulse on your industry at large.

Here are some Social Community & Discussion Sites:

>Quora:

>Yahoo! Answers:

What Types of Social Media Matter Most to Marketers?

There’s obviously no shortage of platforms for marketers to promote themselves and reach new on behalf of brands. Although comparing strategy for many of the different types of social media might be apples and oranges, this diversity signals good news for marketers.

There are some Advantages & Disadvantages of Social Media:

Advantages-

Disadvantages-

Social media is becoming an integral part of life online as social websites and applications proliferate.

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