Comparing Advertising Costs and Effectiveness

Comparing Advertising Costs and Effectiveness


Comparing Advertising Costs and EffectivenessCost per 1000 people

With the introduction of internet advertising, one of the common questions that gets asked is “Is it cost effective”

Is Internet Advertising Cost Effective

When compared to traditional marketing, internet marketing is the most cost-effective way to advertise but does require you to get your advertising settings correct to maximise your spend. With the wrong settings, you could advertise with very little return.

Internet advertising companies use a term CPM, or cost per 1000 impressions of your ad being seen. Both Google and Facebook have definitions for CPM.

Google definition of CPM

Facebook definition of CPM

CPM allows us to compare this to other forms of advertising, as they also provide readership or listeners audience statistics. These comparisons will differ with each publication or broadcaster, as each one has a different audience, coverage and demographics. So as a general comparison the cost to reach 1000 people, the numbers look like this:

Newspaper               $32

Magazine                  $20

Radio                        $8

TV                             $6

Internet                   $0.25 to $2.75

Unfortunately, you will not get a TV advert for $6, as it requires a significant upfront investment for the ad to be produced and for the advertising spots. This is the same with the other forms of advertising, where getting an advert in the newspaper or magazine requires an upfront investment to even get started.

We compare this to internet advertising where your minimum spend can be as low $1 a day. You are able to set a budget with most internet advertising systems, giving you the ability to manage your spend.

With internet advertising, you mostly pay per interaction being a Cost per Click or Cost Per Conversion (CPC). Cost Per Click is anyone who is presented you advert and clicks on it. Cost Per Conversion is anyone who is presented your advert and completes a specific action, such as a purchase or email subscription.

This makes internet advertising very appealing, with a lower cost to reach 1000 people and a lower entry-level cost.

How Effective is Internet Advertising

Internet advertising is very effective because it allows you to define your target audience and a range of other parameters based on your advertising goals. Your ads will only be shown to people who match your parameters.

Advertising platforms give you the ability to get very specific when targeting an audience. There are hundreds of targeting options. Some examples are income, location, interests, past purchasing behaviour, friends of people who already like you, those who have engaged in the past, age, family composition, events, home ownership, industry, job title and more. On some platforms, you can even get the system to find people with a similar profile to those who have already purchased from you.

Your focus then turns to click through rate (CTR), which is a measure of how many people interacted with your advertisement. Most internet advertising platforms provide you with statistics for CTR. To achieve a good CTR your advertisement needs to provide a strong value proposition and a clear call to action for your target customers. With internet advertising, you have the ability to run A/B testing, where you run multiple ads with different messages and calls to action. You can then measure which ads work better for your target audience.

One of the most significant elements of internet advertising is your ability to measure the effectiveness of your ads and quickly adjust them for better results. Some advertising platforms provide close to real-time reporting. By comparison, other forms of advertising are more difficult to measure and take longer for you to determine the effectiveness of your advert.

Let us compare internet advertising with other forms of advertising.

  • Newspapers: Based on the readership and demographics good advertising for local business and in some cases target audiences. But in most cases, they have a broad readership base, which makes it difficult to target audiences. One chance to get your message right. Difficult to measure.
  • Magazines: Often targeting a specific audience, so good for brand recognition, promotions and product advertising. One chance to get your message right. Difficult to measure.
  • Radio: A broad audience. Good for specific promotions and brand recognition. Difficult to target.
  • TV: A broad audience, but offers the best brand recognition and engagement. TV is reported to provide the best return on investment, but with significant financial risks due to the upfront costs. An expensive entry point, so if you get your message wrong it can be difficult to get a return on investment. Audience engagement can drop off very quickly.
  • Internet: Ability to target the audience based on parameters or prior interest. Ability to measure advert effectiveness and make adjustments very quickly. Can be difficult to learn how to use.

We have seen the current increase of video advertising on the internet. With internet and cell phone connections improving, video can now be seen effectively by customers. Internet companies like Semrush and Search Engine Land are telling us that like TV, video advertising engagement is more effective than static ads on the internet.

So to summarise, internet advertising is effective:

  • You can get your adverts in front of more people for less money than other forms of advertising
  • Lower cost of entry
  • You can control your advertising budget
  • You can target your preferred audience using a range of parameters
  • You can measure and adjust your advertising based on the levels of engagement
  • You can use a range of advertising mediums.
Digital Disruption has changed sales

Digital Disruption has changed sales

Digital disruption has forever changed the sales and marketing landscape. Instead of waiting to be told about a company’s products and services, buyers are turning to social media to research vendors and make buying decisions.

In this new environment, it’s more crucial than ever for sales and marketing to align and create a united social media strategy to reach prospective customers. Organizations that have embraced social selling are able to influence buyers throughout their buying journey, provide them more value and ultimately drive sales success.

As much of the B2B buying process continues to move online, social networks have become fundamental to the success of sales organizations. In fact, sales professionals who use social selling help best-in-class companies achieve a 16 percent gain in year-over-year revenue. Today’s top salespeople are using social media to increase their revenue potential, exceed quota, prospect more efficiently, and consistently create a more robust pipeline.

Words you use on your website are important

Words you use on your website are important

Don’t overlook the words in your digital overhaul.

A website migration or refresh is a great opportunity to practise some digital feng shui – to rethink your goals, refocus your user journeys, archive all the content you don’t need any more, and ensure your content is aligned with your up-to-date proposition.

But done well, a migration is an opportunity to refresh and review not just the structure and design and look-and-feel of your digital presence – but the words too. What’s the point of spending all that time and effort and resource on a shiny new UX, a super-smart, contemporary new look and a cutting-edge CMS, only to pour back in all the tired words from your old site? And yet this happens, of course, and depressingly often.

So to make sure your website refresh is also a copy refresh, here are three key questions to have front of mind as you craft new content for your shiny new site:

1: Do I know what I’m doing?

Sounds flippant, but it’s really not. A good piece of web content packs a very clear sense of purpose and focus from the word go.

So for any piece of content you’re thinking of writing, you need to be able to answer those basic existential questions: Who is this content for? What do they need from this page? What do we want them to think or do after reading this page? How does this page support our business goals? And how will we know if this page is a success?

Poor planning usually begets confusing copy. If you’re struggling to come up with crisp, clear answers to any of these questions, maybe a rethink is in order before you begin.

2: Am I making life as easy as possible for my users?

Your customers are your business. Digitally speaking, your users are why you exist. And when it comes to copy, effortlessness is the cornerstone of a positive user experience.

With web content, the perception of ease is a powerful nudge to engagement and conversion. When a user looks at a new page, they carry out a very, very quick mental calculation: Is the probable effort being asked of me as a reader here likely to be worth the rewards of consuming this content, in terms of information or entertainment?

So ask yourself: Have I structured the content so that users get an instant sense of what it’s about? Are messages layered in order of user priority? Is the signposting intuitive?? Are there multiple entry points? Does the copy pass the reader’s ‘So what?’ test? Does it focus on benefits, not features? Are the words and syntax used simple to process?

3: Is the language fresh?

So the page is well-planned. You know who it’s for and what it’s about. It’s scannable and intuitive to look at, and the language is plain. So why is it still such a dull read?

Perhaps because the copy falls back on clichés and legacy language, the sort of words and phrases marketing writers often turn to because they feel safe and familiar. You know: ‘tailored to your specific requirements’, ‘today’s fast-moving world’, ‘we’ve got Christmas all wrapped up’, ‘something for everyone’, ‘solutions provider’, ‘state-of- the-art’, and all the rest.

The problem here is that the reader is so used to seeing such phrases that they cease to have any impact or even meaning.

So ask yourself: Am I showing rather than telling? Am I talking about what we do in fresh, interesting and specific ways? Am I thinking hard about why anyone will care about these words? Am I writing stuff that is interchangeable with what you could find on loads of other sites in our space? Have I injected any tone or personality?

Does your sales funnel bring people back

Does your sales funnel bring people back

Having a sales funnel can be very important to your success on the internet. A sales funnel helps you to engage with your target audience at each stage of their journey to maximise your investment in internet marketing. With each engagement you increase the potential to convert, with the conversion rates doubling on the 2nd to 5th visit (engagement).

Before you develop your sales funnel you should establish your social media goals, how you are going to measure social media success if your measure is in financial terms and what tools will be best for your content marketing?

With almost every social media platform offering search capabilities your content and messaging needs to match those you are targeting and when you are targeting them. If you are using paid advertising there is the potential to target your messaging based on past engagement, location, age, interests, profile and much more.

To maximise your conversion rate a sales funnel is an important part of your eMarketing strategy.

Return visits sales funnel

Why should you have a website

Why should you have a website

For most, the reason for having a website is that they want to GROW THEIR BUSINESS

If you are not on the internet you can’t be found by all those searching for businesses like yours.

Will a web site help grow your business?

The answer is yes, as long as you do it properly. A bad website can also turn customers away. A website design that provides a good user experience and is optimised for search engines will bring you new clients.

How will a website grow my business?

To answer this let us look at some of the research, perceptions and expectations that support that:

  • Google research tells us that 52% of people used the internet to research their next purchase of products or services.
  • When customers search for products and services like yours you will show up in the search results
  • You have the opportunity to showcase your products and services
  • People use the internet like they used to use the phone book
  • Your customers expect it
  • It provides social proof that you are a reputable business
  • You control what people read about your business, unlike Social Media where you are at the mercy of customer reviews and comments
  • You have the opportunity to educate your customers about your value proposition
  • Web pages provide more bang for your buck compared to other marketing channels
  • Your competitors have websites
  • Your website is open 24 hours a day answering questions
  • Google tells us that there are thousands of searches a month for most types of products and services

If your website is found will people buy?

Google tells us that 26% of the people who searched the web for a business were happy to go with the first one they found on the internet that provided them with what they wanted. This is good if you are the first business listed in the search results.

But there is still hope with 32% of the people comparing 2 businesses and 23% of the people comparing 3 businesses and so on. This does not mean you need to be listed in the first three to be selected. When you look at search results there are often results that people skip over because the web description does not fit with their expectations or when they visit the website it does not deliver what they are looking for.

A good website with the right kind of content and good web design will give your customers the experience they are searching for. Search Engine Optimisation (SEO) will help you to determine the best content to have on your website so you will rank higher in the search results. eMarketing will allow you to be featured in search ads directing potential customers to your website.

4 Ways Small Businesses Can Master Marketing

4 Ways Small Businesses Can Master Marketing

One of the first hurdles a small business owner faces is getting the word out about her new business. Or, if the business is established, growing the business and attracting new customers. At the heart of driving sales is marketing. For business owners without marketing experience, this can seem overwhelming. The good news is there is a lot a small business owner can do to market a business easily and efficiently.

1. Define your unique value proposition (UVP).

The first step in marketing a business effectively is understanding your capabilities and the white space your business is filling in your industry.

Inevitably, you will face competition, so take the time to outline what sets you apart from your competitors. Become as informed as possible on your industry. Sign up for industry newsletters; read relevant trade publications; and consider participating in industry events. This will allow you to identify trends, and stay up-to-date with important news. It will also help you identify your competitors. Take a close look at what they are doing and how they present themselves to potential customers.

Then determine who your target customers are and what they want. This is important – one of the biggest small business marketing pitfalls is to assume you know your customer without doing research.

Clearly identify the service you are providing and the problem you are solving for your target customers. This will help you define your UVP – the unique benefit you are providing for your customers.

You’re not trying to sell to everyone, which is a good thing. Your goal is to clearly define who you are targeting, why they want your product and how best to reach them. Once you know that, your job is to consistently execute your marketing plan.

2. Maximize your online presence.

Armed with a clear understanding of your business and its industry, it’s time to market it to potential customers.

While there are many marketing channels to consider, typically the most efficient and cost-effective are online.

Take time to audit your online presence. An easy place to start is your website. Make sure the website design is consistent with your brand and that the site is easy for customers to navigate, and find the information they’re looking for.

If it’s appropriate for your business, make it easy for customers to sign up for a mailing list. This will enable you to build a database of customers, who give you permission to reach out to them regularly with product updates, interesting news or coupons.

In addition to listing your products or services, consider adding a blog to your website to provide tips and product or service updates to customers.

Beyond your own website, be sure to build your presence on and spend time managing review sites, like Yelp and Angie’s List. These help validate your business and can boost sales. You can even share good customer reviews on your website.

Whether you’re communicating via your website, a blog, an email, a third party review site or social media, be sure to keep a consistent voice. Every customer touchpoint is an opportunity to build your brand.

3. Start a conversation.

Social media channels are a low-cost way to get the word out about your business and build relationships with your target audience.

Choose a channel, which your customers are already on. Facebook, Instagram and LinkedIn serve very different purposes, so be smart in your choices, and think about the kind of content you like to post. Using platforms specific to your business makes it easy for customers to find and interact with your business online.

When it comes to posting on social media, consistency is key.

Create a schedule to ensure you are posting regularly so your audience knows to expect content. For example, plan for three posts a week, which you can draft in advance.

In order to keep content dynamic, take a three-prong approach:

  1. Talk about yourself and your business,
  2. Talk about your customers,
  3. And talk about your industry.

Share updates about what’s happening at your business, such as a new shipment you’ve received or a peek behind the scenes. Be sure to thank your customers, and engage them through questions.

Finally, share interesting news articles, and invite your social media followers to share their thoughts. In all social media posts, make sure you’re authentic and realistic so your audience can connect with you.

4. Consider paid content.

The paid aspects of social media can also be a great way to boost your business’ profile, and get in front of new customers.

For instance, you can target the exact type of customer you are looking to attract with advertising through Facebook and LinkedIn campaigns, based on the information individuals have shared on their profiles.

If you have the ability to incorporate this tailored approach into your budget and cash flow, it is an option worth exploring to supplement your free social media efforts. Sometimes a small campaign can make a big difference.

Regardless of size, every business owner can use the tools available to market their business successfully. Small business owners can be their own CMO, even without a marketing background, by developing a keen awareness of their industry landscape, building out their social media presence and developing their brand identity.


How to measure brand awareness on Social Media

How to measure brand awareness on Social Media

World population: 7.5 billion


Number of people using social media platforms: 2.5 billion (expected figures for 2017 from Statista)

With one-third of the world’s population using social media platforms and consumers religiously following their favourite brands on social media (see the chart below), it is no surprise that companies are also logged in to social media. Recent research suggests 91% of retail brands use two or more social media channels (Yesmail). And this is true for brands across industries.

Source: GlobalWebIndex

However, using social media platforms brings about familiar questions for companies – How do you measure performance? Are my social media pages good enough? – Companies can answer these by comparing their social media performance against their competitors based on key areas such as effort, audience and channels.

While it may be easy for companies to compare their channel presence against competitors, they should understand that popularity, and thus returns from channels, can be very volatile. Therefore, it is imperative that companies ensure they are keeping up to date with the latest trends in social media.

How can you realise their social media potential

Consider each social media page(s) and platform, identify key measurement metrics and then juxtapose them with the same metrics from your competitors. Firstly, compare the performance on one platform, but then also at an overall level. Give each brand a score for each of the below performance indicators. At the end, the scores are combined to generate a final score for each brand’s social media performance.

  • Channel strategy: presence

Channel strategy does not mean, the more the merrier, rather, it is all about finding the right fit. It is very important that each social media profile aligns with the business’s goals and objectives. While Facebook drives more referrals to external content, Twitter users engage 24% longer with long-form content and 14% longer with short-form content. (Pew)

  • Pro-activeness: effort

This is where we quantify and analyse their content strategy. This includes the frequency of posts, time taken to reply, content types and variation, campaigns, sweepstakes, page features etc. 72% of people who complain to a brand via Twitter expect a response within an hour (Lithium). The study also revealed that when brands provide customers with timely response, 34% are likely to buy more from that company and 38% are more receptive to their advertisement. Below is an example of what this analysis could look like.

  • Page performance: awareness 

Awareness can be measured by looking at the overall impression, total reach generated by each platform and follower growth. Again each platform is given a score like below.

  • Audience engagement

Total user engagement in each platform can also be measured by analysing likes, comments, shares etc at post level.

  • Earned media mentions

It is also possible to measure how much a company gets featured in users social media content (those conversations that are happening above and beyond a company’s owned social properties). You can measure what share of the conversation they have and what sentiment customers have towards their brand. 96% of the people that discuss brands online do not follow those brands’ owned profiles. (Brandwatch)

  • Customer loyalty: brand affinity

What is the level of affinity towards the brand showcased by users? Further users intention to purchase or recommend is also measured.


Conducting a social media performance audit & analysis helps marketers evaluate their company’s social media presence, and also helps them identify what content development and design work is required. The results can also help them create a prioritised action plan, develop a marketing strategy and understand what their competitors are doing.


25 Things To Test in eMail Marketing

25 Things To Test in eMail Marketing

In our last post, we looked at the 11 things you should pay the most attention to when creating a marketing email to get the best engagement. This was based on a survey of market experts asking them what gave them the results.


At the end of the article, we talked about testing and measuring email engagement by using some of the mail management systems that provide analytic reporting. With the testing, we indicated that you can change your email and run a test to see which one version gave you more engagement. This is known as A/B testing.


Improving engagement with your eMail Marketing

Because of the high engagement and key benefit of internet marketing using email, you followed our advice and have sent out your email. But you have decided that after a while you want to try and improve engagement. But you are not sure which parts to change and which one will give you the most traction. For example, when we said it is important to focus on the content of the email we did not point out specific elements.


So another survey was conducted and this time they were asked when changing an email to get better engagement what can you change from most important to least important. This list breaks that down for you.

Best practice is to just change one element at a time, to understand the impact it has on engagement. Fortunately, you do not need to start with a blank canvas as most of the email management system offers you templates that you populate with your own content. Most of these templates are based on email formats that has proved to create good engagement. But it is still worth taking the time, with little changes to develop a format that works best for your customers, products and services.


eMail Marketing Segmentation


When you start to get engagement statistics back from the email management system, you can also begin to segment your customers based on their email engagement behaviour. With segmentation, you can have several email formats or send at specific times. Versions may include one version for those who like red buttons, a group for morning emails and one for the afternoon or long emails for those who like long copy instead of short copy.


eMail Marketing A/B Test List


Let us work our way through the list:

  • Subject Line – Still at the top of the list. It was number one in the first survey and is again, so it shows how important this is. You need this catch the attention of the person you are sending to, otherwise, you end up being deleted
  • From Name – An email from a company or brand that your customer recognises is more likely to be opened, than from one that looks like a machine sent it
  • Day of Week – What day do customers like to receive emails. There is no hard and fast rule here. If you are selling a business solution then work hour email may be better. Or at the beginning of the week so you get onto their to-do list. With email management systems you can see who opened the email and maybe do a follow-up email two days later.
  • Time of Day – With all the emails your customers receive in a day when are they most likely to open yours. Do you want to be part of the morning email engagement, maybe send to the just before lunch or about the time they are sitting down for the evening and have more time on their hands?
  • Frequency – How often do you send emails. Too much and they start looking at your emails as spam and delete immediately or unsubscribe. Watch your analytics for signs that you are sending too often. The frequency may be based on sales funnel that introduces them to the concept and brand over a period of weeks, then hits them with the buy now email. Some companies are getting a lot of value from post-purchase emails to create return customers or social media engagement. Some are targeting those who did not open their email as a sign that they did not have time, so they send it again the following day. Keep an eye on the analytics.
  • Mostly Image vs Mostly Text – Images tell a strong story if they match what you want to communicate. If you have powerful images that communicate your value then use them, as studies show that email with images get more engagement. If you have a complex product then maybe text is your better option for communicating the value. Based on what you are selling, what do customer expect images or text
  • Short Copy vs Long Copy – Does your product need a long explanation. Do you need to introduce the concept or brand before you make a call to action? Too long can have customers exiting before they get to the “call to action”. To short and you don’t capture them enough to make the commitment to buy. Consider using images to quickly communicate concepts and ideas so you don’t have to explain them in the text. Do you have an emotion sell or a factual sell
  • Links vs Button – Call to action buttons or text. Do your customers like a button more. What colour, what size, what text, what font
  • Number of Links – Too many choices can be distracting, so reduce the calls to action and give them one choice. Or do you offer them options as part of what you sell? If you give them a link to your website they may go there, where the front page does not have the information or a call to action. Social links can provide social proof, but also take them away from your story
  • Unsubscribe at the top – Those who do not want your email can opt out quickly. You will end up with a quality email list. Or will they unsubscribe before you can promote the value of what you are selling
  • First name personalisation in the subject line – Explains itself. Who wants to be another number on the machine. They feel like you know them and this email has meaning.
  • First name personalisation in the email body – Same as above
  • Animated gif – Creating a visual movement to attract the eye. Studies have shown that people read in an F. Top lie heading, skim the text, skip to the next heading, skim the text. Or add movement and disrupt that flow
  • Font colour – What colour do they prefer
  • Font Style – Readability and emotional response to fonts is more powerful than most people think
  • Opt down – Let your customer tell you what they prefer by choosing their own options. Only send me emails once a week instead of every day. Choose the topic they prefer.
  • Social sharing icons – Social engagement and ratings can influence customers perceptions. If you need proof this can be delivered via social media.
  • Social connecting icons – If they connect to you or follow you in social  media, posts you make can show on their feed, creating recognition and brand awareness
  • Delivery by zone – Segmentation by zone with different messages working better in different areas, or delivering to different time zones so it arrives at the right time of the day
  • Call to action number – How often in your email do you ask the customer to act. Some email tries to get the customer to act after every benefit, while others wait until they have absorbed the whole story. Do you have one call to action or several different types
  • Call to action placement – Just once at the end or after every key benefit
  • Post click landing page – Where do you send them when they click. Does it continue your message and theme? Do not send them to the front page of your website if it does not move the sale forward and have a call to action. You got them this far with your email, so keep them engaged
  • Social proof – Have others purchased this product and did it deliver on the promises. I do not want to be the first. Has it helped someone with the same issues I have? If you have Complex or expensive products maybe you need an emotional sell with some proof
  • Tone human vs corporate – Write to your target audience. Use the words and types of language they are comfortable with
  • Copy length – How many times do you need to sell your value proposition before you get the engagement you want. Copy length can get long when you add in all the benefits, images, calls to action, social proof. It may be better to get them to a web page to continue your story other than telling it all in the email


So there we have it. 25 things you can change in your emails to improve engagement. Remember to change, test and measure.


This is not a one time exercise. If you have a good email campaign that gets good engagement then repeat it. But keep measuring, because perceptions change over time and you will need to alter your messages to address these changes. If a market is being saturated with similar products and offerings it may time to change your pitch.


Good selling


How to get eMail Marketing to work better for you

How to get eMail Marketing to work better for you

Let’s have a quick talk about email marketing.

Why use email marketing

Have you ever wondered why so many websites ask you for your email? A lot of them are even willing to give you eBooks, access to videos, special content or a free give away. In the internet marketing world, these are call lead magnets. In the sales world, they may be referred to as lost leaders. Why don’t they just go straight to the sales pitch?

Here is why. Firstly the possibility of a person purchasing your product or service increases every-time you engage with them. This is particularly true when they visit your website where the chance of purchasing is almost doubled on their second visit. Secondly, brand awareness improves the chances of people purchasing. So if you go straight to the sales page and only give yourself one chance to sell to them, your percentage chance of closing the deal is much lower.  Add to this the fact that engagement with email is almost double that of any other form of internet marketing and you can see why. You get the opportunity to significantly improve your chance to get a sale.

So when we look at this it is no wonder emails are requested so often. They will give you the opportunity to continually get in front of potential customers, drive brand recognition, direct them to your website offers and greatly improve your chances of a sale. Without a doubt, email marketing is the best form of internet marketing.


Don’t do this with email marketing

This does not mean we can just grab addresses and start firing off emails to people, because if you get it wrong you can easily do damage to your brand and turn customers away. You got them to sign up with some key messaging or an offer. There was something that they liked, so you need to consider how you can continue this in your emails. You need to pay some attention to different elements of your email message to make sure you get that next engagement.


How to get the best results in email marketing

From a survey of marketing organisations, they were asked what elements of the email message you should focus on the most to get the best results.

No surprise that the first four elements are very similar to creating landing pages for websites and where you probably need to continue your theme or message that encouraged them to sign up in the first place.


eMail Title

Firstly you need to focus on your email title which is the first message that your customer will see. If you get that wrong your email exists to the deleted folder. People receive lots of emails every day so you have to have a compelling title that says “Open me I have something you are interested in.”


Visual Appeal

Once they make that click your message needs to hit them with enough visual appeal that they want to read on. Think about your original offer. What were the headings, visual elements, colours? If you are taking your customer to an upsell or cross-sell or sales funnel, how are you building on that messaging and value?


Call To Action

Now you have given them enough of the why it is time to get them the how. It is time for your “Call To Action” message to grab them and compel them to act. You may send them to a product or services page where they can buy, or on to the next stage in the sales funnel, which is why number seven on the list is your landing page.


When to Send

But before we get to the landing page there are a couple of things you need to consider. Firstly when to send the email. It does have a significant impact on the engagement levels. Consider that most people have to get through a pile of emails each day and the priority emails for most are going to those that relate to job and family matters, then maybe yours. So late morning may be best for your email as they have cleared the morning backlog. If your product or service is for personal use it may be while they are relaxing in the evening after dinner. You will need to experiment with this based on what you are offering and the time commitment you need. You will need to consider the day of the week and the time of the day.


eMail Personalisation

Next is the personalisation of the email. Who wants to receive an email that is obviously a standard email to everyone. When you receive an email that has your name it encourages you to read further. If the email has reference to product or services that you were looking at, then even better.  I always remember being impressed when I got an email promoting products to me, that just last week I had been browsing on their website. Some email automation systems can connect to your online store and generate these emails for you, still clever.


Landing Page

Then the landing page. This is where your email sends them when they click on your call to action button or link.  When they click on your call to action don’t send them to the front page of your website, where they then have to search for your product or service. We are lazy, that’s too hard. You have managed to get the customer to open your email, read your message and click on a link, phew. They obviously liked what they saw, so don’t lose the momentum you have created. Make sure your landing page continues the message by using the similar words, imagery, product and calls to action. Close the deal, purchase now, make that commitment to the next stage, buy into the facts or the emotion. This is where you wanted them to go, so make it worth the effort, don’t lose them now.


Target Audience, From Line and Mobile Layout

Last but not least are these three target audience, from line and mobile layout. I will only touch on these.

  1. If your message does not speak to the audience you will lose them. Age appropriate images, messages, fonts, language and journey. X vs Y generation. If you have a complex product you may need to take your customer through a process of adding value and benefits. Some people like facts, others buy based on emotion, some respond to a strong call to action while other respond to the vision. Maybe you need all of these so no one gets left behind.
  2. From line is who it says the message is from in the email system. If it is obviously from an automated generator,  does not look like a valid email address or not from a company they recognise. This is a warning message to a lot of people and their natural instinct is to delete. They see your email as a threat. Is it spam, does it contain a virus, I don’t know who that is, junk mail, gone.
  3. Finally, mobile layout. With the increase in mobile phone use, your email and landing pages are going to be opened by people using phones. If the user experience is not good you can lose them. With responsive web technologies, there is no reason for your email and landing pages to look bad on a phone. Pages can auto resize to fit the device they are being viewed on and still create a great user experience.

Test and Measure

Now for something that is not on the graph. Test and Measure

Create a range of alternative emails, experimenting with your messages, images, calls to action, colours, layout, fonts, buttons and more. See which ones create the best engagement with your customers. This is sometimes referred to as A/B testing, where you put out two versions of an email and see which one performs better. Some businesses will experiment by changing one element at a time and measuring the effect this has. You may be amazed how a little change can make a big difference.

There are several ways to measure the effectiveness of emails. If you are using a centralise analytics tool to measure your campaigns you could add analytic to the links and buttons. But the best way is to use one of the many email automation tools available which will give you an extensive range of data about how people engaged with your email. They can tell you who deleted it, who opened it, who clicked on it and more. Some also offer tools to create an email with a range of templates to get you started. There are some good templates that generate high engagement, so you don’t have to experiment as much. They also provide customers with the opportunity to unsubscribe, otherwise, you could be blacklisted for spamming.


Good Luck

Improve your email marketing

All Progress Takes Place Outside Your Comfort Zone

All Progress Takes Place Outside Your Comfort Zone

Sometimes you just need to try as you only learn by failure and each failure brings you closer to success.


“I must not fear. Fear is the mind-killer. Fear is the little-death that brings total obliteration. I will face my fear. I will permit it to pass over me and through me. And when it has gone past I will turn the inner eye to see its path. Where the fear has gone there will be nothing. Only I will remain.” Frank Herbert, Dune

How to write good words for SEO

How to write good words for SEO

Good Words for SEO

Why should you know how to write good words for Search Engine Optimisation? (SEO) Content is still king when it comes to search engine rankings. If you have the right kind of information you will appear higher in the search rankings. Content is one of the many elements of good search engine rankings. When you are building a website you need to consider the content you are going to have to attract the search engines and new customers.

Search the keywords the page is targeting

Start by searching the keywords you want to be known for. If you do a search on Google using your keywords and have a look at the results, this will give you an idea of what the search engines think is important. Have a look at the results at the bottom of the page to see what other search terms are being used that use your keywords.

List the information people want to find

Think about the kind of information people are looking for and where they are in their search journey. Are people researching the topic, looking to compare or looking for a specific product or service? What information can you provide them that will help them in their search? What information do others provide and what is missing, that could make your content even more appealing?

List what people want to achieve

What do people want to achieve by doing their search? What can you provide them that will make that easier or will help them solve their problem? How do others present that information and can you make it easier or better for searchers?

Create a visual layout for good UX

So now that your content has got them to your website, you now need to keep them there. If the searcher quickly clicks that back button, search engines measure this as low engagement. Often searchers are looking for the keywords, headings or even pictures that relate to their search. If they do not see it or are not happy that this is the kind of website they were searching for, they are gone. Too many back button clicks and your search engine ranking goes down. Create a user experience (UX) that will keep them there. Think about your layout before you begin.


You have now completed your research and know what you want to write about. WRITE. Write naturally without trying to use the words that came out of your research or even forcing the topics into your text. Seach engines and searchers like content that has a natural flow about it.

Add keywords and topics into the page

Time to review what you have written and add in the keywords and topics that came from your research.

Add content and or ideas that will make people want to share

If the content is king then links are the queen. You really want other people to share your content because the more links back to your website the higher your ranking in the search engine results. Have a look at what you have written and what content you could add to make it go viral. Shocking, emotional, factual, graphical…. Share your content, by sending it to those who could use it on their website, like industry sites and publications. Publish your post on blog sites that have sections related to your topic. Find those who have written about your topic in the past as they may be interested in your new insights.

Writing good content for SEO


How to get ranking with SEO

How to get ranking with SEO


Having your website rank in the search engines is a goal for many owners of websites, particularly with the promise of more sales and higher user engagement. This makes the effort to be on the first page of the search rankings a goal worth investigating.

It may not be as hard as you think. If you are interested in ranking for searches for your products, services or industry have a look at who is ranking.

Have a look at:

  • Their meta description to see what issues they are solving for customers.
  • Their website to see what content they are delivering
  • The questions they are answering
  • The additional useful information they are providing
  • Site structure
  • Overall user experience.

If they are able to get the users to stay on their site, search engines assume that the user has found what they want, so their rankings can increase as a result.

Maybe their site got lots of attention due to some content that went viral, a news article, an advert or a post. This may have increased their overall site ranking. Do a search of their domain name and scroll down the search engine results ignoring the normal contact us, about us. If there is a result from their site for a particular post, product, service, landing page that is featuring highly in the results have a look at the page and the content. Do a search for the company name and see what other websites mention them or link to them.

If you feel that your website is as good or better then it may be time to engage with an SEO company and get them to have a look at the elements on our list below. If you think that your website and content need some work use the results from your searches to give you ideas as this is what the search engines believe people are looking for.

What do you need to rank in search engines:

  • Can then search engine read your page, content, images, text, videos and embedded content
  • Does your page answer the questions people are searching for and have the words they use
  • Search Google – what words and content is presented, what was and was not answered
  • Does your page solve the customers need, so they stay on your page
  • Will they pick you if they see your title, URL, meta description or snippet
  • Does your content use primary and secondary keywords
  • Do you use schema and rich snippets if they are available
  • What is your page speed, user experience and security
  • What is on your page that will make people want to share it


Ranking with SEO

How to grow your Instagram

How to grow your Instagram

Instagram is a very visual social media platform that allows you to share your pictures, photos and videos. Instagram has a smartphone app, which provides the best access to the features available. Like other social media platforms, Instagram accounts have profiles, news feeds and followers. When you make a post it shows on your feed, the feed of those that are following you, the hashtag feed (more below) and if popular the feed of those who are interested in your type of content.

How do you get followers on Instagram?

There are several ways to get followers, some of them controlled by you and others controlled by Instagrams algorithms. But basically if other people on Instagram like your posts or what you have to say they can start following you.

Instagram has several ways that it presents your posts to others. Instagram allows a user to search for a topic of interest, follow a topic of interest by following a hashtag, allows users to follow others and using its algorithms it knows what users like so starts presenting them posts they may be interested in, which could be yours. The more engagement your post gets the more Instagram presents it to others.

Hashtags are the most common way to get followers. When making a post you are able to add hashtags that relate to the topic of your post. For example, if you are selling furniture you may add the hashtags like #furtiture #modern #lounge. When you add a hashtag to a post your pictures will show in the hashtag feed. Other Instagram users are able to search or follow hashtag feeds because they are interested in the topic or content. Or they may have shown an interest in similar posts in the past, so are presented yours. When they see your post they can like it, comment on it, click on your profile picture and see your other posts. If they like what they see they can follow you. As long as they are following you, your posts will be shown in their feed.

One other tag that may help is the geotag. When Instagram users are looking for a local supplier of products or services they may search the hashtag and location. If you are near your posts will be shown.

Other factors also determine the level of engagement you get. What time you post, do you make comments on others posts, do you like other peoples posts, are you consistent with your posts, do you ask others to follow you, do you follow others, are you offering something for free and most importantly is your post visually engaging.

If you have a good story to tell that you cannot tell through a single post, you can add stories to your Instagram profile. Anyone visiting your profile can view your stories and when you add a new story, anyone following you will see it at the top of their feed.

Using Instagram you can improve your brand, product and services visibility, but there are only a few ways to get people to click through to your website.

  1. Your website link on your profile (clickable)
  2. A website address in your post (not clickable)
  3. Instagram ads (clickable)
  4. Stories on a verified Instagram account can use swipe up to link to your website (swipeable) (verified accounts have a little blue tick next to their name in their profile)
  5. Certain businesses can tag products in their organic Instagram photos. When a user clicks this product they are shown a short product description and then they have the option to click-through to the website to learn more or make a purchase.

If you are looking to promote to a specific audience other than hashtags, there are two ways.

  1. Paid advertising on Instagram, which uses the facebook AdWords platform where you target people using a range of parameters. This also provides clickable posts to your website URL.
  2. Sponsored posts or stories where you search for an Instagram user that has a large following, normally related to your topic. If they have a contact button on their profile you can ask them to put your post or story in their feed for a small fee, giving you instant views from thousands of people. If they are a verified account (little blue tick next to their name in their profile) you can get them to link your story to your website.

Grow your Instagram

Are you using key words effectively

Are you using key words effectively

Keywords are the words that you want to be known for when customers do a search on the internet. This is a significant part of Search Engine Optimisation.

It is important to do your keyword research before you start generating web pages and posts, or you may end up being known for the wrong things. What do customers type into the search engines when they are looking for products and services like yours.  Just remember that it may be different to the language that you use.

Used effectively search engines will see that your web pages and posts have these words. Search engines have smart algorithms so don’t go crazy and use the same word too much as the search engine may consider this to be word stuffing and penalise your site. What are the associated words or synonyms?

Once you have these words sorted you can the start using them effectively. So that the search engines understand what your page is about use the keywords once in the title, in the meta description, in the first paragraph, in subtitles and several times in the content.

Key Words

What tools do you use for content marketing

What tools do you use for content marketing

Tools for Content Marketing

There are many places and ways that you can promote yourself or your business using the internet. We all know about the main channels such as Facebook, Twitter, Instagram, LinkedIn, YouTube and Google+. Which channel you use will be based on the audience you want to target or the best vehicle for your message.

Some of you will just focus on one channel, while others will use multiple channels. If you are targeting multiple channels consider an automation tool to reduce the effort required and gather engagement analytics. If you want to track conversions from your content marketing efforts there are a range of tools available which normally include dynamic tracking URLs in your posts.

Facebook – Engage your audience with updates, advice and promotions. Consider paid promotions to get more reach.

LinkedIn – Helps to manage your professional relationships, grow your business network and connect with new prospects.

Twitter – Share up to the minute news, events and updates. Maximise reach with hashtags.

Pinterest – Create company boards and pin content relevant to your audience.

YouTube – training videos, client testimonials and product demos.

Google – Create a profile for your business on +. Register as a local business.

Instagram – Share images of your products and inspirational words that are relevant to your customers.

You also have webinars, podcasts, press releases, local search and PCC.

Regardless of the channel, most of these are focused on getting customers to engage, with a lot of them arriving at your website. You need to have your website ready to receive them:

Landing pages to convert, specials, offers, downloads and promotions

Presenting your business

User experience

Capturing Leads

Mobile optimised

Directing customers to buy

Where you can you should optimise your content engagement to capture emails. Email marketing is considered to be one of the best tools for internet sales.

Based on the integration and channels your use you can then use paid marketing to promote to those who have shown an interest in what you offer.

Good content marketing

content marketing channels

Measure eCommerce Success

Measure eCommerce Success

How do you measure your eCommerce Success?


There is no doubt that the main measure for eCommerce is SALES.

But if you are having to continually advertise to get sales instead of return visitors your cost per sale can be higher.

If you are up selling or cross-selling effectively this can increase your average order value.

How many visitors get to the cart and then leave? Do you have an abandoned cart follow-up?

If you are you getting more customers from specific channels, is that because you got your message right or is it the media type being used?

Is your business growing?

Answering questions like these require you to measure the effectiveness of your eCommerce site. If you are not measuring you do not even know it is not performing well or could be performing better. It could turn you eCommerce store into a megastore.

Insights you gain from measuring gives you the ability to optimise, optimise, optimise.

How do you measure eCommerce success

Social Media Strategy Goal

Social Media Strategy Goal

Do You have a Social Media Strategy Goal?

You can spend a lot of time on Social Media, creating materials, giveaways, interesting posts, promotions all in an effort to attract new customers or maybe just to get likes and followers.

But if you really want Social Media to work for you and you are serious about Social Media as a way to achieve your what you want, then you need to have a goal. Having a goal will focus you on how you measure your success and then how you optimise your social media efforts.

Based on your goal it may become obvious that certain Social Media platforms are not going to work for you, or that you need to be across multiple platforms to create the exposure and direct them where you want them to go. You may find that certain images, messages, words, videos, have more impact than others with your target audience.

Start with one or two and see how it can potentially focus your message and maybe even reduce your efforts.

Social Media Strategy Goal

How do you measure success

How do you measure success

There is a success in social media when you achieve more follower, like, shares, reach, impressions, mentions, reads and clicks. All of this means your brand, product or profile is getting more exposure on the internet. More exposure normally means more business.

So to measure your success in terms of the actual dollars is a little different. If you are using advertising there is the amount you spend to get the new customers. If you are just using posts, videos, images, SEO and blogs there is still a cost for the time and effort involved. In this image are some of the measure you can use.

Measure dollar success

How do you measure Social Media Success

How do you measure Social Media Success

Do you want to measure the impact of your social media

How you measure Social Media Success should be part of your marketing efforts.

Wondering which social media metrics you should focus on?

Did you know that when it comes to social media metrics, there are hundreds you could be analyzing? But the real question is, do you know where to find them and are they all necessary for your business? Which ones matter most for your business?

While some social media marketing metrics are universal, there are also platform specific, plus some data is calculated differently depending on the platform and social media metrics tools you’re using.

Here are the main ones that are followed to measure success.

  • Page Likes: Total Page Likes is the number of unique people who like your Page. New Page Likes shows the number of new Likes your Page received during the period measured.
  • Post Reach: Total Reach is the number of unique people who have seen any content associated with your Page, including ads, during the last seven days. Post Reach shows the number of unique people who have seen your Page posts.
  • Engagement: People Engaged is the number of unique people who have clicked, Liked, commented on or shared your posts during the last seven days.
  • Reach: Post reach is the number of people who have seen your post. Your post counts as reaching someone when it’s shown in the Feeds.
  • Engagement: People engaged is the number of unique people who’ve clicked, Liked, commented on or shared a post on your Page.
  • Impressions: The number of times a post from your Page is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a Page update in News Feed once, and then a second time if their friend shares it.
  • Engagement Rate Percentage: Engagement rate is the percentage of people who saw a post that Liked, shared, clicked or commented on it.
  • Profile Visits: The number of people who have visited your profile.
  • Mentions: The number of times your username has been mentioned by others.
  • Followers: The number of followers.
  • Interactions: The number of likes, comments and shares on your update.


How to Use Facebook Analytics for Your Website 

How to Use Facebook Analytics for Your Website 

Learn about implementing Facebook analytics on your website. Like any good analytics platform, there are many layers of information available. Once you have Facebook analytics installed on your website you are able to use the data for Facebook advertising. With this level of data, your advertising campaigns can be targeted toward the increasing number of people who are using Social Media search to find products and service.

This article is a good guide for getting Facebook analytics setup, using it to collect specific information and an overview of the reporting you can receive.

earn about implementing Facebook analytics on your website. Like any good analytics platform, there are many layers of information available. Once you have Facebook analytics installed on your website you are able to use the data for Facebook advertising. With this level of data, your advertising campaigns can be targeted toward the increasing number of people who are using Social Media search to find products and service.

This article is a good guide for getting Facebook analytics setup, using it to collect specific information and an overview of the reporting you can receive.

Source: How to Use Facebook Analytics for Your Website : Social Media Examiner