Fast Marketing Minute

Think of all the time you put into creating content, and specifically email content and campaigns that are written for target audience. We both know that email marketing is highly effective with a ROI of more than $42 per dollar spent, but what if your emails are landing in the spam box? Don’t let that happen.

Here’s what to do to Land in the Inbox, not the Spam box. 

* The “from” name and email address should always be the same. Recipients will automatically recognize you, and so will their inbox algorithms.

* Subject lines should be branded, too. Keep the same format every time you send an email for consistency. Avoid terms like “increase sales,” “make money,” “get,” “free” and hundreds of other phrases that sound spammy.

* Create topics that are relevant to the recipient. If they opted-in, then send them what you promised. Cookies allow you to tag their profile with content they’ve visited and to see what they’re interested in. If possible, use those tags to deliver highly targeted, highly relevant content to them. Marketing is all about personalization, and that includes email marketing.

* List hygiene is one of the most important things you can do to land the inbox. Scrub your lists monthly, removing bounces, unsubscribes and users who aren’t interacting with your content. The better your delivery and read numbers are, the more email servers will trust your emails.

* Lastly, you should listen to your gut and use common sense when sending emails. Make the design tasteful. Don’t use ALL CAPS or 17 exclamation points. Even if you finish your email at 3 a.m., send it during business hours. Nigerian princes tend to send emails at 3 a.m.so, yes, even timing will get you flagged as spam.

I’m Robin Samora with the Fast Marketing Minute. Download my guide, Social Branding and PR and Guidelines. It’s at RobinSamora.com/SocialPR. If you have any questions, please reach out. Talk tomorrow!

 

Having a good-looking website with no conversions is not only frustrating, but it affects your sales in a big way. The same with landing pages. Your goal is to drive traffic, but if no one’s taking action, then you have to figure out why -- and quickly so you don’t waste time, money or resources.

Here are 4 tips on how to get more conversions on your landing pages. 

* Keep the design simple. One graphic is fine, and basic copy that confirms that your customer landed in the right place. One call-to-action. This drives visitors directly to the action you want them to take with zero distractions.

* Use contrasting colors to make the action button pop. Use a dark background with a white “Join Now” button or light page with a dark CTA. The point is, make it really obvious where they need to click to submit their information.

* Make your landing page interactive. Take visitors on a journey. Capture their interest and pull them deeper into your conversion funnel. This could be as simple as infographic or something more complex, like a short quiz. Make the process fun. There are expensive tools out there that help big brands do this, like Zembula, but you can always check out their ideas and then create your own.

* Don’t include a navigation bar on your landing page. You don’t want people to navigate away. You want them to enter their email address, so don't offer a lot of ways out. Create a landing page that gives people enough information so they’ll take the next step. Explain the value you’ll provide or promise you’ll keep if they give you their information. People don’t want to be bombarded, so make it worthwhile. You can also add social proof by including logos of other brands you’ve worked with or one great testimonial.

I want to clarify one thing. You can give them one link out -- and that’s a link to your website. Put it very small in a corner, where it’s not going to jump out at you. If they’re going to click away, the best place is to your homepage.

I’m Robin Samora with the Fast Marketing Minute. I’ve been helping big brands and small brands promote their businesses for over 20 years. How can I help you? Check out my website and then let’s schedule a call. Ideas are on me. Visit RobinSamora.com. Talk tomorrow!

Want attention from influencers so they can jump on your brandwagon? Why not? It’s not as difficult as you think. Research your industry to see who’s top of mind on social media, leaders you relate to, and who have something important to say. You can also check out tools like Buzzsumo for recent influencer stats. Or, take 10 minutes to pop around Google to find them.

Here’s How to Get Attention from Influencers   Not sure if all headlines are bold

* Comment on influencer’s posts. Ask questions that are well thought out. You can also add insight or discuss an experience that backs up or relates to your point or theirs. If an influencer sees you enough times commenting and adding value, they’ll start to pay attention.

* Everyone loves social media engagement. Share their posts. Retweet or #repost. Add your own thoughts to the post and make sure you mention them. Influencers are people who want to build a base of raving fans too.

* Write about one of your favorite influencers or use them as inspiration for a post or blog or article. When you post it, be sure to tag the influencer. One example might be writing about advice that you took from them and how it turned out. After you post, they’ll likely thank you, which gives you an opportunity to start a conversation, even if it’s just a comment or two on Instagram. If they really love your post, they may share it on their own social platform or feature it on their website.

* Look for an opportunity to help an influencer. If you notice a broken link, or have a helpful idea about their brand or promoting it, or see a really unflattering picture of them on social, send them a DM to let them know. Be helpful, not annoying, and don’t expect anything in return. The influencer will always remember you as the guy who pointed out the booger hanging out of their nose in a selfie -- discreetly. I’m kidding, kinda. Hey, I’d want to know.

Influencers are people just like you who want to build their brand.

I’m Robin Samora with the Fast Marketing Minute. Have an idea you’d like to promote? Connect with me on LinkedIn at RobinSamora or email me directly at [email protected]. I’d love to chat. Talk tomorrow!

 

Vlogging. By definition, it’s posting short videos to build traffic to your website and drive new visitors. It still works; it’s just done a little differently now. Basically, vlogging is less of people telling you what they had for breakfast, though that does still exist, and more of an informational blog -- in video format. Vlogging via Facebook videos or IGTV is the new norm. But don’t forget about posting them to YouTube too.

If you have a personal brand, think about vlogging to promote your brand personality. It lets your audience get to know you on a more personal level, even if the thing that they learn is that you aren’t very good at vlogging. (That would be me).

After you practice a bit, vlogging should get easier. It’s similar to putting together a blog. You need to create a content calendar and plan promotion. Then, write your content. As a vlogger, you want to get ideas and inspiration from trends, clients, and questions, and write an outline of topics, just as you would for a speaking engagement.

If you have a camera that shoots video, definitely use it. If not, your phone will work. A tripod will make your video look better, and less shaky. If you don’t have a tripod, there are tutorials on how to make them with household items. If you’re serious about how your online brand looks and the quality of your sound, think about investing in a microphone. They’re relatively inexpensive and you can research the best ones online.

Next, find free software online to edit your video with or look at some software with a 30-day free trial. If all else fails, use iMovie or Windows Video Editor.

I’m Robin Samora with the Fast Marketing Minute. Are you using social PR to your advantage? Find out. Download a copy of my free guide, Social Branding and PR Guidelines. It’s at RobinSamora.com/SocialPR. Talk tomorrow!

Conferences and seminars provide a great opportunity to meet prospects, influencers, customers, and learn what’s new in your industry. The problem is, there are a lot of them and they can cost you time and a chunk of your marketing budget. So how do you make the most of networking at a conference?

Here are 3 Easy Ways to Network at a Conference   

* Do your homework ahead of time by researching the presenters. What’s their specialty? Their background or interests? Find some common ground, so you can easily start a conversation after their presentation and make sure you hand them your business card. Better yet, get in touch before the event and make yourself known.

* If the conference is in a more intimate setting, ask the presenter a killer question to get noticed. Hint: always introduce yourself and add ‘what you do’ or what you’d like to be known for.  If it’s a larger scale event (or you’re an introvert who hates when everyone is staring at you), follow up on social media after the presentation to ask your question. Chances are that they will answer your question and follow you, which establishes credibility with a thought-leader.

* Don’t forget to network with other attendees. Strike up a conversation by asking to borrow a pen or complimenting someone’s shoes (it sounds silly but it works). Ask about  their favorite speaker so far. Naturally guide the conversation toward business and make a connection. Promise me that you’ll follow up! You can also connect on your mobile phone by turning on bluetooth and signing into your LinkedIn account to connect with people all around you.

I’m Robin Samora with the Fast Marketing Minute. Want social branding and networking tips to grow your following? Sign up for weekly marketing insight at my blog, Robin’s Rainmakers. Check it out at RobinSamora.com/blog. Talk tomorrow!

No one likes delivering bad news, and especially when it’s to people you care about and work with every day. There are ways though, that you can deliver bad news to your team without you thinking about it 24/7.

Keep these 3 tips in mind when you have to deliver bad news to your staff.

When: Don’t wait until Friday. It will just ruin their weekend. Plus, you’ll be stressed about it the whole week. If some staff knows about the bad news and others don’t, it just allows time for the news to get around the office, causing rumors and misinformation. It’s best to deliver the news as soon as you have it. Like ripping off a bandaid -- just get it done.

Where: If bad news about the company affects everyone, hold a staff meeting wherever you can and find a room that holds a large group. If it only affects a small group, pull them into a conference room. There’s no need to make a production out of it. Invite them to a meeting and break the news.

How: You should always break bad news in person if you can, face-to-face. Don’t send an email, and definitely don’t do it through text or company chat. This allows your team to ask important questions or give feedback. Then you can follow-up with a pre-written email or memo that goes to all staff. This way, everyone is in the loop and the affected parties don’t have to go around telling everybody else about it, adding their own spin. It’s best the news always comes from the source. You might also want to run the bad news by your HR department or legal team for their opinion.

I’m Robin Samora, host of Fast Marketing Minute. Check out my blog, Robin’s Rainmakers for more tips and articles. It’s at RobinSamora.com/blog. Subscribe to my weekly tips for marketing and PR insight.

Talk tomorrow!

If you’re a small business owner, you probably take your work very personally. And if you have a misstep or a failure, thinking about it can drive you crazy, get you down, or make you feel even like you’re a loser. You might get a case of the imposter syndrome, that you’re not as successful as you think you are, or pretend to be - and that you don’t deserve it.  I’ve been there, done that, and it’s time to stop thinking that way!

First, treat yourself with the same understanding and caring as you would your best friend or someone else in your situation. Give yourself some slack. Maybe you’re new at a skill or figuring things out, or tried something new and it hasn’t gone as well as expected. Someone looking from the outside in would talk you through it. If you made a mistake, accept it and learn from the experience. I love this Albert Einstein quote: “Anyone who has never made a mistake has never tried anything new.”

Here’s another biggie. Stop comparing yourself to other experts or businesses. They aren’t you. They don’t come from your background. They’re in a different situation. Maybe they started their businesses 5, 10 or 15 years before you started yours. Instead, draw inspiration from them, learn from their mistakes -- I’m sure there were plenty -- and create goals to get where you want to go -- not where they’re going. This is your path.

One last thing. I like to create a timeline each year. I write down important personal and professional markers and accomplishments. What are your milestones or changes that redirected history? Look at your timeline and see how you’ve grown and how that affected where you are today.

I’m Robin Samora with the Fast Marketing Minute. Are you looking to change your path, grow your business, and get results from your marketing? Contact me at [email protected] and let’s schedule a call.  Talk tomorrow!

Looking to boost SEO and visibility, get more business and drive traffic. Want those lifelong customers? Of course, you want it all! Many business owners and professionals think that improving your website and optimizing the heck out of it is the only answer. I’m here to tell you that’s not the case. There are other options to improving your online presence and getting noticed.

Here are 3 Ways to Improve SEO visibility without fixing your website

* Guest posting is one of the best ways to get noticed on Google. Experts like SEO guru Neil Patel, say it’s still incredibly relevant and the perfect way to get in front of a new audience while creating backlinks. And, if done with the right call to action, it can grow your email list exponentially. Gregory Ciotti, the marketing strategist at Help Scout grew his list of 36,733 subscribers through guest blogging. How’s that for inspiration?

* It sounds simple. The more places you are, the more likely you will be seen, right? That’s why business directories are so important. There are hundreds of them. Sure, you can hire a service to make sure you’re on all of them, or you can check one per day, and slowly work your way down the list to increase your visibility and SEO over time. Depending on your business, you can start with Google My Business, Yelp, or Yahoo. I’ve provided a directory list in the show notes.

3. If you want to build the best backlinks for your site, look at your highest-ranking competitors. Use a free tool, like Ahref’s backlink checker, to see where their backlinks are. How can you get backlinks from those same sites? Maybe some will be from directories or guest blogs-- we’ve already got that handled, right? Block off some time and look at some of the others and mirror their strategy to get those same backlinks. In theory, do what they do, you’ll rank higher, too.

Never meant to be poetic or rhyme here, just giving you the same marketing advice I give my clients.

I’m Robin Samora with the Fast Marketing Minute. Like these marketing and PR tips?  I’d love it if you could share the love and write a review on Amazon. Go to FastMarketingMinute.com/review and leave your comments there. Thanks very much and talk tomorrow!

If you’re a marketer -- whether you’re marketing your own business or someone else’s, you need to have a working knowledge of basic marketing tools, beyond what it takes to send out a monthly newsletter or upload a blog to WordPress.

 Let’s start with 3 basic marketing skills you need as a marketer 

* Understand the basics of graphic design and know how to use the simplest tools. Canva is a great example of learning how to create visual content, but it might be worth your while to at least test-drive or see how you might benefit from Adobe Photoshop or Illustrator. Adobe offers tutorials, so you can learn for free as do many of the major players. Give them a try.

* If you’re a marketer who doesn’t understand the basics of SEO or know how to write copy for search engine optimization, you need to learn now. Understanding how SEO works and key tactics in writing content is vital to your online presence and getting new business. Keyword research will help you identify what words to use and free apps or plugins, like Yoast, will help you best optimize each page on your website or blog, plus I love their free classes.

3. Avoiding video?  You can’t anymore. Anyone in business should know how to create Instagram stories and go live on Facebook. You don’t necessarily need a bunch of video editing skills, but learn to record a simple video on your phone and figure out the best angle for selfie videos. Also see what your competition is doing with their videos. Pay attention to where they’re uploading them and when. By the way, if you want to edit a cool video to post on your story, play with TikTok. It has easy-to-use tools that almost anyone can figure out --- even me.

I’m Robin Samora with the Fast Marketing Minute. I work with companies like yours and customize strategic work sessions to talk about where you are in your marketing, what’s working and what’s not.  Connect with me at [email protected] and let’s have a Zoom call to see if there’s a fit. Talk tomorrow!

Content is king, queen, emperor, the big kahuna and so much more. Seriously, you spend a bunch of time writing it yourself, or having your team do it for you, so get the biggest bang for the buck by repurposing your content in as many ways as possible.

Here are 4 Awesome Ways to Repurpose Content

* Create an infographic with information from your post, article, special report, whatever content you have that might be valuable to your target audience. You can create infographics on Canva or hire out on Fiverr. People love them and they get a lot of views and shares. Plus, you can post them on visual social platforms like Instagram and Pinterest to boost your visibility.

* Repurpose your presentations. If you recently had a speaking gig, write a blog or white paper on what you spoke about. You already did all the research and have a great outline. Use it to attract your target audience and expertise.

* If your research that you turned into a white paper is lengthy, repurpose it as a lead magnet. Make it a PDF, create an exciting landing page, and ask for people to share their email address to download it. They get valuable content, you get a warm lead.

* Refresh your old posts. Go back a few years to find posts that performed well. Update some of the content and all the links. Add a new quote from an expert. Then repost as new content. Instead of writing new content all the time, take advantage of this strategy.

You can also use your best content in a marketing funnel. Write an email sequence and add links to your content to provide value to prospects in your funnel.

I’m Robin Samora with the Fast Marketing Minute. If you want more marketing ideas, download a copy of 52 Marketing and PR Ideas to Get Attention. It’s at RobinSamora.com/52tips. Talk tomorrow!