Failed online marketing

Failed online marketing

Failed online marketing. How bad is that and what can you do about it? Here Peter Hanley looks at what could be missing and the simple fixes to make it work.


Can you fix your online marketing?

Welcome to the tribe. Many of us fail at marketing because of a bundle of reasons so let’s have a look at a few ideas and ask some questions.

I will presume you have a webpage, blog page or Marketing funnel to gather interest and move buyers to where you want them.

A keyword

Failed online marketing
Get the tool

When you build a page you base it around a Keyword that people will search. This keyword is vitally important and there are two things you must know.

  • If the traffic to this is too high you won’t be found.
  • If the traffic is to low you won’t be found.

Generally, you need a least a 100 searches per month and remember 80% goes to page one.
Below I shall include a Keyword tool for you to check yours.

Your search description

When people search your Keyword and find it on page one there will be 9 other entries on the page. A couple is paid so that leaves 8 altogether.
The first free one will get the most attention but most people will look to see who and what it is about.


8 Unbelievably Bad Marketing Fails You Have to See to Believe

https://blog.useproof.com/8-marketing-fails-see-believe/
Sep 17, 2018 – There’s no shortage of failed marketing strategies, which is good for you as a marketer because you can use them to learn and avoid falling into …

The title, the keyword and the Description

Then it is up to your entry to deliver results.

Is the title compelling?
Have you checked the Keyword for traffic?
Does your Description pull readers in?

Tip. Never change your title because you lose all history on google when you do.

Furthermore your Keyword in your title, description and on the first paragraph. However never stuff the article with keywords. You can have it in one subhead as an idea.

The page is the next consideration.

The aim is to have at least 1500 words for a reasonable blog. If you don’t have this just start writing more. A good idea is to insert a few headings first and then fill in the words. Not all technical just as you would speak.

Heading and subheadings have rules.
You start big and work down #1 or #2 at the start then some #3 and #4 or even #5 but don’t go back up again.

This is an easy fix and should only take a few minutes

Pictures in a blog

Failed online marketing
Should always be on the subject, except a pretty girl works

They are said to have a thousand words and draw attention to the subject.
As readers, we get bored easy unless the subject is really intense. Our mind will go ahead looking at headings and pictures for something of interest,
however, the pictures should be relevant

Looking at your product

Have a good look at what you are marketing and then check out the market. Search Google and Bing and pick up keywords and descriptions to see what you can do better. I am not saying copy them I am saying plagiarise them and find the best bits.

Because Keywords are so important I will give you two choices so you can search for them and track where the best words are.

My first in Ubersuggest.com by Neil Patel. This is really new and still developing but I find it quite useful in research. Look at your Keyword them similar ones for future posts.

The other is Jaaxy which is owned by The Wealthy Affiliate group and the free version is great for everyday use. It is also available on the Wealthy Affiliate site.
Remember you can not change your title but you can work around that or in the worst case start again.

We want to see some activity here.

Free SEO comes at a cost

The cost of free SEO is your labour. The search engines like traffic and that traffic come from constant activity on your site. Build a great site and laying back to enjoy the fruits of life just won’t work.
You need to blog regularly, update often and create readership all the time.
100 blogs is a starting point, how close are you?

The Rule of Seven

As Neil Patel said in a recent chat there is one rule you can not ignore and that is the Rule of Seven.

A client needs to be touched 7 times before they will buy. The rule goes back to olden times and has been consistent and true today as back then.

It applies equally to advertising as it does to marketing and should be the basis of what you do.


The rule of seven simply says that the prospective buyer should hear or see the marketing message at least seven times before they buy it from you. There may be many reasons why the number seven is used. … Traditionally, number seven has been given precedence over other numbers by many cultures.

Tutorial point

As an online marketer, you somehow need to up your contact points

Are you using social media?

The purpose of Social media is to drive traffic to your site and not the reverse.
However, like your blog, media needs attention as well so don’t spread too wide to start.

I will always recommend a LinkedIn account for anyone that is in business or establishing an online identity. People will look at you and see a nice Picture, a great Bilo and a resume about what you want to deliver to the world.

Facebook

It goes without saying a Facebook page, current and topical in your brand name. Yes, Facebook may seem to be declining but many of us use it as a reference point. I have a blog on rescue cats, it has a good following and I started it on a marketing exercise in building a client base. I post every day to this site to keep the growing power.
It takes me about 20 minutes once a week to set up a week in advance so it is not a big-time eruption.

Instagram

A product of Facebook with a difference. Instagram does not like automation so you need to snap every day or few days with a story.
It does work and the following is pretty big and growing.

Youtube.

This was hard it is now easy and I have written much more on this blog at
Youtube made easy

This is the fastest-growing search engine available and nearly equals Google in search results. Another great touch.

Signup on your page.

If readers like your stuff they can sign up for an EBook, newsletter or free advice and then you can hit them many times with great ideas

Email

Still works a treat if done properly and you have the contact list. Check you’re inbox and see how many you get every day.

Twitter and others

Certainly, Twitter has a lot of pull and works well if you have something to say and to lead the followers along a path. Singers, artists and politicians do really well with this as do many business people and news outlets.

Now you have seven touches that will hopefully grab some attention, but wait there is more.

Advertising

Spend a few dollars and generate some leads to your product based around a return on the investment marketing approach. If you can get this right where every dollar spent earns $2 then you can just ramp it up and continue to grow.

Local marketing

If your product set suits a local market then meetings, groups, flyers, local media will help you out.

We are trying to get a viral effect to grow your market and sell some product.

I also recommend some extra training on any of the items you try. However, I never recommend spending a lot of money on slick marketing programmes that are designed to take your money not to deliver value. We all get hooked into these and remember them as get and forget products that sit in the bookcase.

Who do I follow? Well, the Wealthy Affiliate free training is definite and more on that in the link as also my web host. I like Ryan Deiss for email and Neil Patel for ideas.
I use Samurai Content for videos and you can see my review here

Samurai, Wealthy Affiliate and Jaaxy also offer affiliate programmes if you want to add to the list.

I have played with Amazon and done some training but I am not a huge player.

Analysing your results.

This is a very important area and one that can give you some clues as to many issues. Google Analytics is free and it really is very strong. How many calls, where from, how long do they stay, best carriers, increase over decrease etc? You can spend a lot of time researching and coming up with results. It is the first thing I check every day.

Where do you go next?

If your product has a market, your Webpages are competent, SEO is correct then my friends it is just time and effort that will get you to the top.
Blog often and properly following the rules and success will come your way.

Affiliate problems by Peter Hanley

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Earn money fast

Here Peter Hanley discusses a well-known question on how to earn money fast and importantly keep it in your pocket for the better days ahead.


You want money now but you have none so what can you do?

We all have this dilemma at some time in our life and it is how we respond that will make a difference.

Now, look at the things that don’t work.

  • Crying might help for five minutes
  • Sulking makes us feel worse and brings the black clouds over our heads
  • Drugs and alcohol might take your mind away but the problem stays.
  • Blaming someone or something else is not a fixer
  • Avoiding the issues just wastes time and achieves nothing
  • Doing nothing achieves nothing and gets you the same

We are all guilty of some or all of these at some time. My best is to avoid a situation and hope it fixes itself but alas it never does.

So now I have made you feel bad about yourself what the heck can we do?

Making money is easy but is it ever enough

That’s Ok for me to say but how can you do it?

The first answer is always the easy one and that is to tell you to get a job, ask for a pay increase or a second job and budget your future.

Very easy for anyone to say but not always that easy to achieve for lots of reasons.

The next answer on the easy list is to cut your expenses. So often I see the poorer of us smoking and guzzling large bottles of bought drinks while feeding a couple of dogs.

Don’t laugh it is a real problem for many and they can’t see it. They need the cooldrink for the Diabetes that it has caused and get a quick sugar fix.


Answer the question, how to make money?

The first question is what are you good at?
It is no good telling a Blacksmith to write poetry for a living.

In my country, and probably yours they have a service that offers work in your local area then you bid for the work and if successful do it, often at a low rate but at least it is an opportunity.

If you are good at gardening as an example you could quickly build a client list doing easy jobs. A client list that can be onsold at a profit.

I have a friend that builds up a window cleaning area. He door knocks for jobs and builds a regular customer round. When it is going well he sells it for a years revenue and starts again.
Hey, you need a ladder, some clothes and a proper window scrape. It is easy to learn with few overheads or problems.

There are many people that want household chores done and you could be the one.

Do nothing and what do you get?

Grab a sheet of paper and make out a plan.
What are you going to do?
How much are you going to make in money?
What is a reasonable timeline for this?
The amount of time you will spend on it?

Then do something and do it well and you will make money.
Shoe cleaners make money, Street guides make money, beggars make money there are no excuses except your own.

I understand this is when it gets hard, we all need motivation and that is why we have a plan that we look at every day and say why not?
Share your plan and get a driving force to kick you along working to a Goal.



Make money fast
It’s not all easy

Instant and honest money is not easy.

I won’t go anywhere near anything Illegal or the mugs games of gambling in this post. The people that make the money make sure it is them and not you.


Multi-Level Marketing

A great way to create a fortune, unfortunately, it is only for the very few. The rest of us the old 80% group will work our butts off for very little.
It requires a particular type of luck or skill to ever rise above the average. I have seen it tried many times most often coming to standstill overtime.
You need investment money, lots of time and a way to destroy friendships to have any chance of success.

It is, however, a reasonably cheap entry into a market that just about anyone can learn. If it suits you give it a go and work toward that top 20%.
I have many friends that sell Herbalife a weight loss and health product. I use the product myself so I believe it is good but can you make money.

I do know a couple that is killing it with Herbalife. A big monthly income after many years of dedication because of timing. Everyone else I know made very little.

Tupperware is having a comeback and many others that you can Google to choose for something you like.

It takes a lot of effort and training but it can be done.

Social media

The rise in Social media is leaving many businesses behind. They can’t do without it but they can’t spend the time on doing it creating a dilemma.

Learning one Social media platform can provide you with the 0pportunity to either do it for others or teach them how.

Teaching earns good money so this is a quick entry to an on-demand problem.

Facebook, Instagram, YouTube, Twitter and more are there waiting for someone to use them.

make monet fast
Let this not be you


Internet and making Money

There are more opportunities on the Net than anywhere else to make money.

There are more scams on the Net than anywhere else.
I have a cupboard load of courses that I have bought, read, attended that did not work for me.
The one ingredient that was missing was proper training to provide any chance of success.
Like anything you need training and one place that you can get this for free ( A couple of countries not available) is at the Wealthy Affiliate. Start with the free course and learn what it is all about. Ask questions on the blog and read about the results of others. Work out what you want to do and go in that direction.

It costs you nothing to try this and my guarantee is that at the very least you will learn something right through to a lot.



Don’t waste your time being unproductive

Time is precious, wasting it is wrong and making a success of something is rewarding.

We have covered a few ideas that may help you achieve a goal, Ideas that are useless unless you do something for yourself.

What sort of people make money on the Internet?
How about an 80-year-old grandmother, a 20-year-old kid living in Taiwan and everyone in between.

If you have read this far you are keen to succeed so, come on, jump in and start a life today.

Earn money fast by Peter Hanley

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SMS in Marketing

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SMS in Marketing

Here Peter Hanley looks at SMS in Marketing and how it can work for your business and have instant results generating new business on demand.

SMS is my favourite subject

Why would I say something like that? The answer is that you have control over everything you do.
You can test, get feedback and repeat.

You will find with SMS in marketing that people act quickly and that unlike most media it is a do it now or forget it.
This allows a real try and test formula.

Types of SMS marketing

This is not a single subject as it can take many forms of customer contact.


Reminders.

We all get them from our Doctor, Dentist etc as appointment reminders. These are very important because they save on No Shows which cost everyone money.
This is a great form of income for those marketing the service with a margin every time someone sends a message.


Notifications

This is a great business asset. You can advise re meetings, promotions, events, special products, releases or any event you want.
As a marketer, this is a great opportunity for a double up.
Let me explain. I market to a wholesale group that has a regular business function of a breakfast with a chosen supplier.
Traditionally they would have a staff member make the phone calls to the 60 odd people involved and get a commitment from them. Results were Ok but they were not happy.
I suggested a program of two SMS messages. One a week before to advise about the meeting and one on the morning of the meeting. Their costs came down and importantly the attendance rate went up by a good percentage.
They have continued this over many years to continued success

Sales


This one is easy to do if you have a good list.
You may be promoting a new product, advising of a price change or a stock reduction
You blast out to your list and wait for the phone to ring, it will be that quick if your message is good.
This is one reason I have said you can test this method by choosing a small list and seeing the results.
You will have a plan and an anticipated result. If you don’t get it then change something and try again.
Off course don’t make the mistake of expecting huge results, it is marketing and if you get 3 or 4 per cent it could be well worthwhile.
It depends on what you are selling and the margin in the product.


Your expectations with SMS in marketing

This will vary with whatever you are trying to achieve. There is a big difference between selling a Truck and a Tyre.
There is also a time of the cycle in results. For example, if I had just bought a set of tyres I will not respond to an SMS on this for several years.
This will relate to your list and how well you look after it.
I managed service for an automotive group. They would SMS any client they had not seen in nine months as a service reminder.
people would immediately call back to book in or reply to the SMS.
Any complaint replies were immediately attended to fix the problem or pacify the customer. A side benefit was to understand which outlets had problems and make the necessary changes.
The expectations were to increase service bookings, fix faults and a follow-up list.


One time SMS and results

The same service centres would have one-time messages for certain occasions.
At the start of summer an Airconditioning service or at the start of winter wiper blades.
You may not know this but many businesses rely on the upsell.
You put your car in for a simple $120 oil change and next minute they ring with another problem or requirement that is needed. These are money games.
You make no income changing a set of wiper blades but my bet is they will notice something else.

This is when SMS works


SMS v Email

They do a similar job but they do it differently and at a different cost.
SMS costs more but gets a quicker response.
Email is cheaper but has a delayed response.
Many of the under 25 groups don’t worry with Email.
Businesses all have email but may not read them. If you are lucky perhaps 20%
Everyone reads an SMS, maybe 90% which is probably the secret to success.

These are all considerations when doing your plan and deciding your media.


SMS and online services

There is no reason that SMS would not work with an online service.
It depends off course with your list, do you have the mobile numbers to send information to?
Is it something that your readers might want or to share.
Almost anything with value will sell, your SMS will be looked at and then it is the product or the message.


Programming a Message for SMS

Generally, you are limited to 160 characters in which to compose a message.
In most countries, this must include an option to opt-out of the service. You must honour this request or face the consequences.
You can not send Spam or unsolicited mail.
That is why I refer to your list at all times.

You should always include a contact number for people to call you. You are asking for contact and the ability to sell.

By now you don’t have many characters left so compose your message carefully without too many abbreviations that will confuse the message. Ask for a result.

Now count the contacts, value the profit on the sales over what it cost and determine the success of the venture. Would you do it again?

We are doing this to get results, it is not a game of chance it is measurable results that will drive your business.

SMS in Marketing by Peter Hanley

I have used SMS in all forms and it does work very well.

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Get business from internet

Here we talk about getting business from Internet marketing and the necessary tools to really grow fast. The world has changed and you need to change with it.

The internet can now deliver new business faster than any other way

Your internet journey is one to explore those products that will quickly bring you increased traffic flow and with that new business and higher income.

Is it at all possible? The answer, of course, is a big fat YES.

The world is now based around the internet and the better you use it the quicker your road to the top.

Using an online business or a fixed location there is not a lot of difference in your approach to the Internet.


Business is all about customers

Well, that’s not quite true off course it is about customers that spend money with you and return you a profit. However, it all starts with customers.

Furthermore, it is about customers that use you more than once with repeat buying over a long period of time.

Titled “lifetime customers” they provide a consistent pattern because they have trust in you to do business


So how do you get new customers?

The answer is based around a consistent and regular approach to a market. It takes effort and trial to find better ways but they are there waiting for you.

Let’s have a look at a few ideas that are internet-driven.

  • Your Website, current, accurate with a call to action.
  • Regular blogging with ideas tips and tricks
  • Social media activity
  • Email marketing
  • Building a list that you can drive it hard
  • SMS marketing
  • Video, the big kid in town
  • Local marketing
  • Networking
  • Charity support
  • Advertising on Google or Bing
  • Pay per click marketing
  • Retargeting
  • Ad words
  • Brand building

Don’t do everything but do anything well

You may look at this list and blow your mind with despair thinking this is beyond me but stay for just a little while as we dig a bit deeper.

In your startup venture don’t spend a lot of money until you have your program in place. A program that can accept clients and turn them to customers without wasting or burning them in the travel.

From the top list, I would always start with a couple of necessary products that need to be in place before anything really gets going.

  • Your website in place
  • Two social media channels
  • Ways to build a list
  • Networking
  • and Email

Let’s explore a short marketing list

  1. YOUR WEB PRESENCE

Your website is a given, it must be current, tell them what you have and provide contact details and or a shop Box.
You can do this yourself or have someone do it for you. Look to India or the Philipines for cheaper prices and think in the region of $500.
Include a Blog page and write a regular post. You can learn more about this with free training at the
Wealthy Affiliate a site set up for this purpose.
It is important to have an email capture block based around customer needs to market to them.

It is all about the list.

2. SOCIAL MEDIA

Don’t fire the shotgun pick two to start and build from there.
a)
LinkedIn
I would always establish a LinkedIn site first of all. It may not be a big customer puller but it is the start of your brand building. Create it with a great picture and a story about you and your success.
At this stage park it and forget for a while.

b)
What social media?
Ok, a bit of work here and a choice between Facebook Instagram or even Twitter.
They all work if you generate activity.
Remember this well, they are not there to sell they are there to generate traffic to your site with entertainment and interest.

Sites that are neglected or half-built will create customers that feel the same.
I have a friend with a local Hairdressing shop that only uses Instagram. Two or three posts every day of the latest creations, She is booked out for months ahead. One channel does this, ten minutes of work a day zero cost and a following in the thousands.

Another has a Clothing shop. Facebook and Instagram every day and the traffic continue to build plus Online purchases are going through the roof.

A supplier of Outdoor Sheds and Patios invests in Adwords to have his webpage on page one when the future book slows down.
Fills his order book and closes ad words for a time

If you are building a personal profile in a certain demographic then Twitter can be your friend.

It is the darling of the political parties, singers actors and sportspersons but many others as well. I follow a writer and columnist in my group to be fed with current comments.


Social media works if you work Social media

NETWORKING.

Particularly with local businesses, this is a great way to build a following. You can use social functions, breakfast meetings, displays or stand around handing out brochures. I advise not to work your friends to death keep them informed but never ever pressured.
You can often support local clubs with a small donation or work contribution and build a following>
Yes, there are easier ways but some people thrive on this activity so if you are one then build on it.



get business with the Internet


Email marketing and Newsletters

We show some bias here as I believe this is a pretty easy job once you have some customers in place.

First of all, Newsletters work, full stop. They are the difference between a good business and an average one.

I notice an increase in activity in my area of marketing and there are some good and some not so good.
A newsletter is not there to actively sell products. It is part of the customer touch campaign so when they are ready to buy you come first of mind.
It is an old marketing adage that a customer must be touched seven times before they will buy and this is just one of them.

Marketing with email and autoresponders

Customers want information, they don’t necessarily want to be sold to and email, when done properly, does this well.
Email can be singular or many but does need to be targeted to a client need. It is no good sending Baby Ware to a football person, it does not fit.



Auto Responders

Get business from Internet
Regular feed of information

This is the automatic sending of emails over time, days weeks or months. There is a method to this to get better results and I covered this in a recent post on this site about Mass marketing with Email

The premise is all about Know like and trust and how you do this with mail.
You introduce your self first and use the appropriate name and call to action. then build a product profile and support before asking for the order.

They often liken it to meeting a new partner, you don’t go full-on at the first meeting but accept the introduction, get someone to say how good you are and then build up trust, The end is easy.
Know, Like and Trust now you say it three times so you don’t forget.

Once set up the time taken is minimal and the results can be optimal.

You should, however, understand not everyone will be your friend and some won’t open some will drop out and others will complain.
The trick is to get your figures working the way you want.
The beauty is that you can run trials, make changes, work the figures and end with a great result.

There is no need to outsource this because it is easy and quick because you will learn quickly and develop skills that will drive business.

I am assuming by now you are building a list

Get business from Internet
A list is an asset

Not everyone needs to be on a list but if you want to build an asset that will deliver results they should be.
Develop your touches and move on from there. If you have no list start from the top and get some names and emails and start working them.




Moving on to new promotions

Video is the new king

Video Marketing with YouTube.

This really is the latest buzz word.
Video is now searched nearly as many times as Google on a daily basis. If you want to be seen on YouTube you need to start doing some screen time.
However, there is no need to panic as I can help you.
First of all, get my free book
the Ultimate YouTube SEO cheat sheet

This is by my friends at Noble Samurai and gives you a guide on what to do.
If you need it you will be taken to a free trial to build some videos for your self using the latest in Technology.
There is no need to go out and buy expensive equipment like in the olden days.
You can use your mobile phone
Your computer or an automated system for very little money

SEO is important every time

SEO and Keywords are the way customer get to you. If you don’t get this right you will be lost in the wilderness, we bring you a free Keyword tool to help in your preparation for internet success.

You can use the attached Keyword tool and if you are unsure about anything go to the training panel and update your skills.

Don’t use keywords that are too hard, or you won’t be seen. Make sure you are found every time.

Get business from the Internet by Peter Hanley

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Mass marketing with email

Mass marketing with email

Mass marketing with email is no different from single marketing when you know how to achieve results. Here Peter Hanley discusses ways to come out on top.


Email marketing is the easiest and cheapest form of selling

I have been emailing for years for many reasons that we will cover in the following paragraphs. I rarely miss a day without sending a message to my list that covers the category of interest.

However, there are important rules of engagement that you must understand or you can end up in trouble or with no results.


Spamming with email is a no-no

This may not come as a surprise but unsolicited email can be considered spam and you can be seriously affected if you are in breach of the rules.
Most email servers go out of the way to avoid this problem with a double opt-in or putting the full blame back on you.
However, there are often ways around any problem and of course, rules change with countries.

Gathering an Email list

Spend some money and buy a list on the market. These are available and are generally Kosha for use.

Gather from your website using a giveaway or other device to get names and build a list.

My understanding is when people market their email address as a form of communications it sometimes ok to use.

Market on Facebook Linked In or All social media.

If you own a business use your customer base as a wonderful opportunity
to gather business.

Hand out cards, letter drops stand in shopping centres anywhere to get contact details.


Your email list is a valuable asset

Don’t be fooled into thinking this is just a bunch of names. It can be a very valuable asset in real cash money at some time in the future. Think of $5 to $10 per name on the list therefor a list of 5000 has a potential price of $50,000.

Furthermore, there is a difference between a bundle of names and a target list.
It is no good selling Golf clubs to aged pensioner ladies or retirement coupons to young football players, You are wasting time for everyone so your list must be targeted.

My Fish shop experience

I had a customer with a live Fish and supply shop. During bad times she had to exit the shop and move her gear out of the property. I rang another shop and asked if they could help in this by buying stock or fixtures. They were in a similar location so it would be easy.
Their response was yes, we will buy the customer list and email them with our location and pick up a lot of customers.
Unfortunately, she did not have a customer list. probably one of the causes for going broke. This is a sad and true story but how things changed.

Capture area emails

Within my capture area, I have three Pet shops. Every couple of months I go and buy Cat Food, Litter and a few trinkets.
What is interesting is they badger you for contact details and to join the free club for special offers, which I join.
What happens now is when I miss my purchase cycle because I have changed shops I get a special offer by email. Something like 20% off storewide. This is a great cycle for me as a buyer and they get a regular customer by marketing me

Fixed location or Online email lists

All lists are the same and have a value if they are a targeted list with a response rate that meets or betters a market average.
Not everyone will open every mail for a bundle of reasons or act on the information after they have read your information.

With a proper plan we can guide you to better results so let’s move on with this.

How to prepare a list for email

This is not a real hard answer, anything from a scrap of paper to a full-blown CRM management plan. ( Customer relationship management)

However, let’s start at an ordinary email list.
This can show name, email, mobile and interest plus anything else you need.
If you save as CSV file you can sort to your heart’s content, cut and paste as you desire.

Your email facility will also house your base under different categories.

Working a fixed location will normally contain a point of sale software that will maintain your list as well.

Last of all a full-blown CRM package costing hundreds of dollars per month but invaluable if used properly.
You can easily search these on Google for the best use for your business.

Starting your Email marketing

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Start your marketing


We have talked of targeting your market and having a list that matches but that is the easy bit, now we are getting real with this.

The first thing in any marketing is the know, like and trust system. With email, you need to build this along the way.

Know, a major asset.

When you scan your daily emails what do you look for?
normally two things,
Who is the sender?
What is the subject?

I do, I tick all boxes to delete and then untick the ones I want to read. Only those I know will get looked at provided the subject matter is of interest. Out of 100 emails, I might look at half a dozen. Not many.

So how do you overcome this problem?

The answer is to introduce yourself first with a promise of what is to come.
Your first Email has no selling in it. No promise of riches or grandeur just to get your name on a possible tick list.
This gives you an even chance for the future.

Like is a necessity

If they don’t like you they have several choices.
Report you for Spam, never good but it happens
Unsubscribe immediately, Gone forever.
Ask you to unsubscribe them because they can’t be bothered
Delete the email
Or they are in the band of bored that open everything

Or, they will open and read the mail. This may be 20% or 50% depending on many factors though mostly because they are interested in what you have.
These are the good ones that hold some promise for the future.

Like also centres around the subject line

Have a look at the ones that interest you and re-shape to fit your message
You can use the old How, When, Where and Why format to do a headline
I just looked at mine and I Had;
Can you help……
Storewide 20% sale for customers only
Introducing belated Posts ( A subject of Interest)
Great news.
It depends on what you are selling or marketing but be creative and remember to test before you opt to go big.

With Whom do you send messages


You can use Constant Contact, Aweber and Mail Chimp just like I do.
Having tried all sorts of other I have lately settled back to the major ones because it saves me time. Cost is not cheap at about $100 a month but they are consistent and we are mailing for results. If you cant earn a $100 a month give up and try something else.

You can select a list, structure it and send a message in minutes not days and hours

Then generally, send a test message and see if it meets your benchmark in open rates before You commit a broad-based send out.
Look for an open rate at +25% in a well-selected category but it is a numbers game depending on volumes and targets. You could be happy with 5% in some cases.

The Autoresponder for best results

Image of auto responder
How, why and when.

An Autoresponder sends out emails written by you over a period of time.
It might be daily or weekly but a series of messages to meet a conclusion
that you want.
You will often find the acceptance rates fall over time as you wear them out or it is not of interest. What you are doing is weeding out those that will never buy and eliminating them along the way.

One business I have markets a telecoms product to a new audience. We generally choose between 250 and a thousand business and send them an introduction.
This eliminates the real not interested players and we now have a clean product.
The next step is to compose between 6-10 future messages that go out every day or two, weekdays only, 8 am to 5 pm.
At the end of this, you have a well-read customer contact base that you can target directly.
You could compose your emails to suit different categories of businesses under the same general messages.


The big Email blast

This is usually with a cheap purchased list that you are firing a Shot Gun at and hoping for results. If you sent out a couple of hundred thousand emails selling a new car you only need one sale to get a return, one would assume that would be easy, but it is not.
If you were selling a $10 product you need to sell hundreds of them.
No targeting, no testing just a blast of messages that will burn many.

The Newsletter blast

This is one of my love Children. Every business should send a Newsletter at a defined period and then regularly for life. No exceptions.
If they don’t someone else will.
A newsletter is not to sell anything it is to inform them or entertain them.

Think this way. You have put a list through an Auto Responder and you gather a group that has shown interest but they are not ready to buy.
By then including them in your newsletter when the time is correct they will probably call you and the sale is done.

I have a Sign making shop send a message to me about every six weeks.
The message shows the latest Vehicle or building wrap they have done
and brag about the job. They interest me because it is in my area so I read them. If I want a vehicle wrap where will I go?
It may be a month year or never but the image is always with me and I will recommend them to others. It works.

I have a Tyre store that sends history on all types of cars, Racing cars, Vintage cars, Collectables etc. Again in my interest group so I read them and
are entertained until my next purchase

So don’t waste your leads, keep them entertained on your list and you never know one day you will hit the Funny Bone

We have now completed the trust element

We targeted them with an introduction to getting known. We supplied enough relevant information to be liked and because of our constant contact, we are now a trusted supplier. The circle is complete
Well done.

Email marketing has many elements

So we have shown many elements in the market. first of all, don’t just shoot a message and hope for the best is works in such small numbers it will be difficult to get a return.

Build your list and develop categories of interest. I sell several products so I have several lists with a target customer in each list.

They all go into a newsletter because that is a generalised product and may well pick up floaters or fence-sitters that have been biding their time.
We all have different agendas so it is waiting for the moment




Mass marketing with email by Peter Hanley

Mass marketing with email, image of author
Peter Hanley
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List growth strategies

List growth strategies
List growth strategies
Your list is your business

Here Online business marketing looks at List growth strategies and applications. These are your most important asset and tool for gaining new business growth

Why do you need a list growth strategy?

In any business be it fixed or online the value of your list will determine the worth of your business.
These are your customers, potentials and grazers that allow you to have contact with them in the future.

The basis of marketing

The basis of marketing comes with three important steps and if you miss just one of them your chance of success declines.


  • Know
  • Like
  • Trust

The world at large contains many potential customers all looking to be your friend and buy from you. The first question is how do they get to know about you if you hide in a corner and forget to flaunt your wares.

The first interaction must leave a positive impression that they like what they see and are happy to do business with someone like you.

Finally, after doing business with you they are more than happy to return again and again.


An example of know, like, and trust.

First of all an Online example. I bet you get a lot of emails every day, we all do from people you have been in contact with-in the loosest manner.
When you skim the emails you first look for names, people you know and are happy to read. Most others will get the delete button. You know them or recognise them as someone you are willing to consider.



Next comes the subject line. This is an art form to get your attention but most likely they understand what you want. ( we will show you how). Why because they like you.


The subject line

If you have bought before and had a good experience the temptation to dive in again will be there.

This little exercise is completed every day unless we hit the unsubscribe button. However, it is only on the ones that don’t qualify for one of the three items



What will you do with your list anyway?

The next step in this introduction to growing your list is explaining another important rule of marketing.


The rule of 7

This basically states that a potential customer needs to be touched 7 times before they buy,


Wikepedia


In advertising, the effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful.

Maybe 7 or less, the rule remains

You will get to know the number along the way that mixes with your offer but the rule remains.

Therefore with a list, you can communicate in many ways to drag them to a conclusion and a buying decision.

Just this week I had a buyer call and say “you have warned me down, let’s talk business.”
This came after about 10 emails in a series to a person I had never met and who will now remain a lifetime customer.
He believed he knew me because of my constant exposure to him, he likes what I had delivered with information and testimonials and I had built that trust I knew what I was doing.
It is a great feeling when you have this contact.

So how do we build a contact list?

First of al,l let’s look at what a contact list is and what form it should take.

  • A simple Xell spreadsheet is really ok.
  • Many Inhouse marketing packages contain a list builder
  • Through to an expensive off the shelf CRM product. Customer Relationship Manager

You will need basic information right through to a full package depending on what you want to do with them.
First and last name is a great start because you can address them formally in any message.
Email is essential as the cheapest and easiest form of contact.
A mobile phone number is handy for local marketing and last of all a fixed address to mail to.
All pretty easy information.

Now the strategies for the list building.

The first and most important is your Webpage. Do you have a contact button above the fold?
Do you have a giveaway ebook or similar on the page? Is there any reason for giving you their information.
If you want their contact details you have to ask.

Do you send invoices? Then ensure you have all their details in a list.

If you have a physical address and people walking in, have a competition, a survey anything to get those contact details.
Ask them you have nothing to lose.



Lady in wide hat
Not really, I would never. Blackhat

Facebook and list building

Now listen up here, Your Facebook page is a list of contacts but where do you get them?
It is surprising that many Facebook owners will put all their contact details on the page and not on a website. This is bordering on Blackhat but they should be legitimate addresses harvested from their information posted on your site. I reckon Kosha.

The giveaway list builder

This will work as good as the giveaway. E.Books, instruction manuals any free offer to extract an email address.
On your website, you will need to use a capture page linked to somewhere like A.Weber or Mailchimp that will collect and store details and deliver the giveaway.

Start a VIP club or discount card for customers but don’t just provide a benefit get their details.

A lot of Coffee shops use a discount card. You get a card which is stamped when you buy a coffee, at 10 or so they give you free coffee.
I always see this as a really minimal program, I have half a dozen cards because I frequent different shops so I get my discount even not being particularly loyal.

What if they had to register the card so you got the details of name and email etc.
One shop I spoke to recently said he had over a 1000 cards out, Who are they I asked and he replied I don’t know, customers I suppose.
What an opportunity missed.

What can you do with a good list?

List growth ideas restaurant
Fill those tables

I will start with my favourite example and a true story.
A well-known restaurant in my area is always busy and bookings are essential. When you book they build a list.
We all have our quiet days so when the table reservations are down he sends an SMS message saying first 20 or so bookings tonight get 20% off the bill.
He fills the tables every time because there is always a waiting list and high prices so this is an opportunity.
How many sit and look into the street waiting for people to turn up when they can order up customers

  • You can email your list
  • Send a newsletter
  • Send an SMS message
  • Ring them
  • Send hard copy brochure
  • Do birthday specials etc

Every business is different to make yours unique.

I just had a meeting with a business broker and we talked about this topic out of interest.
he stated proudly he had a list of thousands collected over the years, Great I said what do you do with the list?
Nothing was the answer, oh my Gaud what a waste.

Remember this is target marketing


Where can you read more about list growth strategies?

Your list is an asset, make it a priority and use it properly

Peter Hanley
image of author
Peter Hanley
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