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Do you have a website that needs to target the target audience? This material will teach you to attract new visitors interested in your proposal, through competent e-mail mailings. E-mail is not in vain considered one of the best ways of e-commerce. Of course, there are other ways to maintain contact with customers - via contact phone, social networking or personal meetings in the office or through messengers. But it is hardly possible to find the same simple, but at the same time efficient way, like digital marketing via e-mail.
Earlier I told you how Email Marketing works in our video blog. You can see the report here. If you already use e-mail newsletters, but do not get any result from this, but just waste your time, it is worth revising the strategy.
Any serious action that is carried out without a specific goal is doomed to failure. This also applies to the development of commercial sites using digital e-mail marketing. Even before creating the content for distribution to potential customers, you need to decide what the goal is to achieve. For example:
- launching a new product and informing the audience about this event;
- Promotion of an event or sale of certain goods and services;
- offer with individual discounts, a description of the terms of the shares;
- the withdrawal of the previously bought goods of the buyer for a re-purchase.
This is only part of the tasks that can be done through literate digital marketing by mail. It must be remembered that one letter should focus only on one goal. It is not necessary to offer a discount in the title of the letter, to advertise new products in the body of the message, and at the end to invite to the sale. This puts a lot of pressure on the client, prompting him to get rid of the discomfort as soon as possible - to close the letter.
An e-mail should have a clear call of the client to action. Here's a great example from the smart market 5ok:
This letter is devoid of water - only clear and necessary information in the minimum amount.
The company offers customers to view Top 100 gifts by March 8. In addition, there is a hidden call to action - to buy the equipment by a certain date, in order to gain the opportunity to win a multivariate.
Do not send emails to the stream, sending the next letter just because too much time has passed since the last one was sent.
If you have nothing to say to the client, do not bother him again. This does not help increase the clickability of e-mail newsletters. Effective methods of increasing clickability can be found in Starus.
If you do not offer the subscriber valuable information that might interest him, the letters will be sent regularly to the Spam folder, and the client's attitude towards you is rapidly deteriorating. Here is an example:
In this letter, Huckberry encourages its subscribers to invite their friends to the community. But why should a person do this just like that? If it was just a call, the letter would most likely not create any positive emotions, and got into spam. But Huckberry raises the value of mailing. The letter says that subscribers who invite friends and relatives to the community are guaranteed to receive prizes.
It would seem that all the same action is useless for many clients at the invitation of friends, but they look at this letter in a completely different way, because it has value. Can you make each newsletter valuable? Let's return to the previous example with the dispatch from Fab. In the letter there is not only a call to download the application. There is also a value - the offer of free delivery and free return, as well as the best price. Polls show that buyers in the selection of goods in the online store in the first place pay attention to the cost, and the second - on the terms of delivery and return. Fab could make the dispatch valuable. You can also.
The first thing that your subscribers and potential customers see when they review the list of letters are the names of their topics. For a letter, the topic has the same meaning and importance as the title, so it's important to make it as attractive as possible. Otherwise, your newsletter will not be reviewed. Some statistics:
It can be noted that in almost half the cases, it is the title (topic) that prompts the opening of the newsletter.
In a subject line it is necessary to enclose as much sense, how much and in a body of the letter. If the content of the message header does not catch the subscriber, the mailing will remain unread. Here are some tips for creating a header:
A question that touches on the problem. The question in the head of the letter subconsciously forces a person to answer this question. In the process, a person as if passes the question through himself, and in any case pays attention to a letter with a question in the subject. Example: "How much is the hour of your work?".
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to:
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.
Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story." Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.
Digital content marketing is a management process that uses electronic channels to identify, forecast, and satisfy the content requirements of a particular audience. It must be consistently updated and added to in order to influence the behavior of customers.
Technical problems of the site
From the technical point of view, it is more often than not for businesses to get sales in the Internet of such 4 points.
1. Contact forms do not work
The most banal, but also the most common problem is the ineffective contact forms. That is, people simply can not send an application or send, but it does not reach.
What to do. Before you start advertising, check whether the application forms are working. Otherwise your budget will merge into nowhere.
2. The site is loaded for a long time
The next problem is that the site is loaded for a long time. If the pictures and scripts on the site are loaded for a long time, then no user will wait long. He will go to another site and, most likely, will not return to you.
What to do. Check the site load speed and optimize using the Google PageSpeed Insights or WebPagetest service.
PageSpeed Insights is a special service for developers that shows what problems the site has. To use it simply: enter the address of your site and Google gives recommendations, what you need to do to speed it up.
The norm is 70-80 points. If less, then we must seriously think. On the slide, the site's speed is 9 out of 100 points, and this is a very low rate. To improve performance, Google offers:
- Compress the pictures. Often images are downloaded raw, in original size and quality, png format, and thus can slow down the site.
- Use browser cache. You can configure the site so that the user's browser stores images and scripts in the browser's cache. The next time you visit your site or the next page, some pictures and scripts will be downloaded from the cache, which will speed up the site.
WebPagetest checks the site according to a similar principle. If the download speed is more than 3-5 seconds, then you should think about optimization.
3. No calls are tracked
Not all businesses receive calls through order forms. There are subjects, for example, car service, taxi call, tow truck, where it is more convenient for customers to call. If you do not track calls, it's hard to understand whether the site brings orders or not.
What to do. If you have more than 20% of calls through calls, set up Call Tracking. This is a special service that allows you to track calls from the site by substituting phone numbers. Then you will be able to understand how many people call from the site and on what particular advertising sources you have been referred to.
You can use the services of Alloka, Ringostat, Calltouch.
4. The site is not adapted for mobile devices
Another technical problem - the site is not adapted for mobile devices. Then when viewing from the phone, layout can go or some forms, scripts, can not work. Users who see this will close the site and go to competitors.
What to do. To check up how much this problem is critical for your site it is possible through Яндекс.Метрику. There is an opportunity to build a report on the types of devices and see the bounce rate.
On this screen, the average bounce rate is 33.5%, and on personal computers and smartphones is about the same. That is, this site has no problems with adaptability, if you compare a personal computer and a smartphone.
If the failure rate for smartphones is much greater than the average or for computers, then this is an occasion to reflect and conduct a more detailed analysis.
Google PageSpeed Insights service in addition to the download speed, shows the problems associated with the mobile version of the site. Look at the recommendations and make the site more user-friendly when viewing from your smartphone.
Marketing problems of the site
Marketing problems are not as explicit as technical, so let's talk about them in more detail.
1. Entangled structure, ambiguity and congestion
This is a screenshot of the real site.
As you can see, the site is Russian, but the text of the product description is written in German. That is, the visitor must know German to go, read and buy something in the store. Also there are too many color accents. The logo is big, bright and takes almost all the attention, although there is no useful information in it.
Still there are many different calls to action: "Request a detail", "Buy now", "Ask a question", "I like". In my opinion, they only knock down the visitor.
What to do. First, tell me what you are doing. The visitor should not have questions where he got.
Second, show your proposal. Explain what you are selling, what idea you want to convey to the user.
Third, remove the excess information. For example, on that site you need to reduce the logo, remove the community image from the first screen, unnecessary accents, because they confuse people.
Fourth, highlight the important details. Let's say the headlines that explain what you are offering a person. The button of the target action, so that the user knows what you want from him. Forms, so you can see where to enter the data.
2. Lack of understanding of the target audience
Even at the initial stage of site design, determine who your client is. And depending on this, build the structure of the site and the logic of the narrative.
What to do. If your site does not convert well or you are only thinking about creating a website, study in detail the clients and understand what they need. Here are a few things you should know:
- Needs. Understand why a person comes to your site and why he needs your product, to meet what his needs, he wants to buy it.
- Factors in the decision to purchase. Determine when a person has a need for your product and what path it takes before acquiring it.
- Criteria for comparing goods. Find out by what criteria a person compares similar goods.
- Fears and objections. At the person at purchase always there is a certain pavor that it can deceive, not send the goods from Internet shop, etc. All these fears should be provided and leveled at itself on a site.
Show how you can solve customer problems, what are your advantages over competitors, detail the quality of your product. Your site must meet all the expectations of users.
3. Weak offer
There are such entrepreneurs who think that the Internet is a kind of magic pill and enough to make a website, pour in goods there, run advertising and immediately go sales. But this will not work for one simple reason: you can not create a proposal based on your own desires without regard to competitors.
In this example, one IPhone seller costs 40,000 rubles, while the other has 40,000 rubles, plus a free carry case, free shipping and installation of applications for 5,000 rubles. Who will order an IPhone from a person? The one where just 40 thousand or where else will they give him any buns?
A person never looks at one site when he chooses a product. Dozens of websites can be opened in the tabs. And he compares your proposal with the offers of competitors and chooses what is more profitable for him.
What to do. To form a cool proposal, determine what exactly your client wants and give it to him. Look at competitors' websites, call and find out what they offer, how they sell.
Make a comparative table of your proposal and suggestions of competitors and make your best. Then the client will go to you.
4. Non-targeted traffic and irrelevant pages
The most common problem with non-targeted traffic and irrelevant pages occurs when poorly configured contextual advertising. For example, if the keywords refer to the product, but lead to the catalog as a whole. When a person goes through such advertising, he expects that he will immediately go to the page of a certain product. Seeing the catalog, leaves.
If badly worked out negative keywords, then the site receives a lot of garbage traffic. Because people will look for one thing, but fall for another.
What to do. To understand where you have problems with irrelevant pages or bad traffic, analyze the failure rate on the entry pages. This is especially true if you have a multi-page website.
Here the pages are listed and the failure rate is shown. The average failure rate on the site is 21%. On some pages it is more than 30, on one even 39%. This is a signal that there is no traffic or the page does not meet the expectations of users.
Check which ads and which traffic lead to the page. Determine whether the target is advertising or not. If no-purpose, correct. If there is targeted advertising, study the page. If the page does not match the traffic you need, then redo it for this traffic.
5. Miscellaneous offers in the ad and on the site
This ad is from Yandex.Direct. As you can see, it is written: "The price is from 7800 rubles. It's real, without divorce. Hurry up. The offer is limited. " But, on the site the minimum price is 9500 rubles. That is, there can be no credibility for such a company.
What to do. Always ensure that the principle of consistency is maintained. If you promise in advertising one thing, but on the site you have written something different, then users will not like it.
6. Lack of communication methods
There are such sites on which there are no contact details: no forms of feedback, no phones, no emails. Either they are, but they are hard to see. Let's say the phone is indicated in small print somewhere in the footer, the form on a separate page, and so on.
What to do. Be sure to specify the phone number, contact forms and e-mail on the website.
You can install an online consultant. This is a call-back widget that offers a call back in 30 seconds. He annoys many, but practice shows that he really works and is able to improve the conversion of the site.