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If you have over 25 likes, give your Facebook page a nice URL without numbers in it.
Video can be quicker to understand than text, it keeps people engaged longer. Set up a business Google channel.
Jack McCaughtrie and I look at how to use LinkedIn to find prospects and then how best to engage with them.
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Create your Social Tribe
Build a close group of partner businesses who all have a similar audience and share each others content. It’s an idea I developed with Aidan Gibson about local businesses promoting other local businesses on the web and through social media.
Email Marketing
Collect visitors data with a compelling offer
Using the email system you identified previously add a data collection form to each of your landing pages as part of or additional to the CTA.
Next create a compelling offer such as a PDF how to guide, a video with pro tips or even a free trial and give access to this after filling out the form on your landing page.
When a visitor subscribes send them an email with a link to the PDF or video as well as further details about your product and how to buy it. Remember though not to give the hard sell, just provide information.
Design a follow up email with extra information
Once you have an offer email in place. Create an an automatic email to send a follow-up after a few days.
Ask if they found the content useful? If they have any questions and again provide information on your product or your contact details.
Optimise your email layout for clicks
Review the layout of your email campaign to help focus attention on the desired action. Use a triangle layout to draw the reader down to a CTA.
Experiment with animated graphics or videos in your email
Using animated GIFs in your emails can be more attractive especially if they are used to give a taster of a video. I’ve found that using short extracts from a video that includes people has increased the number of clicks throughs to a link.
Use tools such as Giphy to convert short video clips into animations.
Design a specific email newsletter targeted at your ideal client
Design an email newsletter that will be of interest to the ideal customer and use their topics of conversation.
Test your emails to make sure they aren’t going into SPAM
Use a service such as Mail-Tester.com to make sure your email looks legit to SPAM servers.
Also make sure you:
Use a real sending email address of a person and not just info@ Avoid using spammy words such as ‘Act now’, ‘Certified’ or ‘Cheap’ Get authenticated by adding SPF and DKIM records
Business
Review your customers in terms of price, profitability, ease of conversion, previous business
We all want better customers. Once we like to work with and who are most profitable for our business.
It’s worth reviewing your customers on an annual basis to find out which ones you don’t want to continue working with and the attributes of the ones you do.
You should review your persona to include this important information however subtle. For me I judge a good customer on whether they offer me a cup of tea or Coffee when I first meet them. Or when we have a Zoom meeting if they ask me about my week and want to have a little conversation before we dive into business.
Raise your prices by 10%
Every business coach will tell you this and it’s an obvious one but in order to be profitable you need to make profit, so review your price for all customer and increase them at the next available opportunity.
Focus on your best prospects first
Make sure your look after your best clients or leads who might become your next best client. Don’t waste time and energy on work that doesn’t appeal to you or people who insist on discounts.
Use CRM to track the nuturing process
Use a Customer Relationship Manager (CRM) or task manager to track what stage each prospect is at in the process of buying.
I don’t use a CRM as such but rather a task list that’s part of Basecamp our project manager app. Either way I make sure I know what potential projects are the wings, contacts details for the client and key elements of the communication, so I know what we have agreed and what my next action is.
I like to track:
Where the lead camp from: Web, referral, workshop etc The status: Lead, Briefing, Quoting, Follow-up (1-3): Won and Lost Contact details of the lead Any communications they send me. Usually a copy and paste of the email text into a Basecamp message Copies of the quotes I send them Notes I make after reviewing their website or marketing Next actions I have such as send quote, book call Any notes after actions completed such as followed up, nudged, not heard back etc And when won or lost I put a note in to say why (particularly if we lost out on the project. And If I don’t know I ask.
Expert stage complete 🎉
Congratulations! You have finished all the challenges I set for you.
Now’s the time to push things further. Arrange a no obligation call with me to chat over where you need help to push your marketing further.