Category Archives: Marketing

How do I grow my consulting business with digital marketing?

How do i grow my consulting business with digital marketing?A change management consultant asked me this question recently: How do I grow my consulting business. Whether you are an expert in that topic or you consult around another area of expertise, the answer and tactics are pretty much the same.

Here’s the answer I gave him. (You can substitute your consulting business for his in my answer and it will be equally relevant.)

Answer: The best way is to become the pre-eminent expert in your field on the web and attract people who are seeking change management expertise.

Here’s how to do that:

1) Figure out the top 100 questions anyone buying change management services might ask and answer them comprehensively on a blog over the next 6-12 months.

2) Provide a glossary of terms on the blog around change management terms. Use common and esoteric terms, as many as makes sense.

3) Establish a layman’s guide to change management and publish it in an ebook. 10 to 30 pages will do. Make it the best intro to guide you can. The offer it for free in return for a sign up to your mailing list.

4) Send our great content on the list about case studies, new trends, how-tos, and other questions answered about the topic (you can use your blog material)

5) Offer a Q&A submission form and answer any questions within one business day to someone who might have ask about the topic. Answer directly (this is a nice lead) and reuse the answers on your blog and in your newsletter to generate more leads.

6) Follow the core community of change management experts on social media, contribute to the conversation and publish some of your material on linkedin and tweet almost all of it on Twitter as it is produced. You can use hootsuite for this

7) Hire an Search Engine Optimization company to work with your site to get it ranked for change management. Your amazing content will be a key tool in making this happen.

8) Get help is designing your email marketing funnel and be sure to use a tool like http://cwd.link/infusionsoft to drive it. This will help you identify opportunities among your subscribers.

If you poke around the web you’ll notice that there is not a lot of stiff competition on change management. With a bit of time, money and effort it won’t take long to dominate search engine results and social media. Then let the business come to you.

BTW, you might also want to write a piece or FAQ (frequently asked questions) on “how to hire a change management consultant” and post it on LinkedIn, Facebook, Twitter and of course your own site.

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Drop me an email if you think we can help you with your business at andy@cyberwalker.com or if you’d like a copy of our free 60-page Digital Marketing Secrets Revealed ebook, get it here.

How to use content marketing to promote your local business

local content marketing and SEO works for eye doctorsThe fundamental idea behind content marketing is to demonstrate your expertise  on a topic in you specialty and draw attention to your web site so you can earn trust from potential customers and generate engagement.

In a local market this is especially achievable because  the pool of competition is smaller and you can easily rise to the top of the list for a local business using the tactic.

The catch is you have to be willing to put in the time, investment and effort to make it happen,

You can hire an agency to generate the content. Or generate it yourself and hire an agency to promote it. Or, you can do it all yourself if you are ambitious and willing.

Here are 10 content and promotional ideas that will help you get there.  I have used the example of a local eye doctor clinic that wants to draw more local business, but if you are a plumber or a florist or any local business you can substitute your operation using the same tactics:

1) Write 50 answers to the most common questions your customer ask and post them on your website as articles.

2) Use Google Adwords to find out what the most common keywords are around search related you your business and generate content that essentially answers the keyword query. There is a Keyword Explorer tool that is free to use.

3) Build a great guide to solve a problem your customer base has (ie an eye doctor could write a guide to solving failing eyesight aimed at 40+ customers) and offer it as an incentive to sign up for an email list where you share great tips (and occasionally offers).

4) Make sure your business locations are registered locally in Google Places, Bing Places and Yelp and Foursquare

5) Write a comprehensive glossary that consumers can use to understand the world of eye health and publish it on your web site.

6) Become the eye doctor on Twitter and Facebook using your content and expertise.

7) Engage an SEO agency (try us – we have an SEO pratice) or appointment someone on your staff to get your articles and content ranked on Google and Bing. (Learn how to on our SEO expert site)

8) Produce an Ask the Eye Doctor service on your web site so people can ask eye health questions and use the Q&A to enhance your blog.

9) Fund or back a vision charity and engage in online fundraising and campaigns to draw attention.

10) Use PRWeb or PRNewswire to promote newsy press releases and become the eye doctor who is called by the local (and eventually national) media.

 

Be weird: The most effective attention-getting strategy

Here’s a quick question you may not have considered:

What does a raccoon riding alligator have to do with digital marketing ? (Scroll down below the picture to reveal the answer)

The most effective attention-getting strategy: Be weird

Absolutely nothing.

Except for the fact that it does make a great segue into our discussion on why “weird” is a good attention-grabbing strategy in digital marketing.

It got you to read this, didn’t?

If you want to get your people in your target market to actually stop what they are doing, and be so fascinated by what they see they can’t help but to click the link you just posted, you’ll want to try using strange, weird and wonderful headlines.

BUT – a word of caution:  Read this post before you use the weird strategy to learn how to do it effectively. There are some basic but crucial rules on its execution.

The most effective attention-getting strategy: Be weird

Why Weird Works:  

The weird attention-getting strategy works because it uses a human survival instinct we all have to spot things that are out of place. It is something we do because we:

a) Always want to ensure we are safe, and weird or unusual can mean danger…

b) We are curious beings by nature. Learning is how we evolve. It’s how we, as a species, get better.

If you think about it, that’s likely what had you click this article. 

Humans want to understand and solve things.  And, it’s easier to spot things that are out of place than things that are usual or to be expected.

This strategy is used be some of the top copywriters in theoprah world. Like the guys who work for the National Enquirer.  It is the No.5 most read publication in the world.

For those who aren’t familiar with the magazine, it’s got articles with the latest celebrity news. The stories are completely made up, but they often seem valid and real. Like this one about Oprah:

 

Just to be clear, I’m not going to show you how to make up stuff so you can fool people into reading your articles. Below you’ll learn how to use weird to get attention only, while remaining a credible resource with your integrity in tact.

Want more proof?

Cincrease web traffic by 10 timesWD recently used this tactic for a forklift dealership in California and increased web traffic on the day it was posted BY MORE THAN 10X.   How did we do that? On April Fools day CWD added this listing to the company web store for a hover lift truck. It was a fun joke that made warehouse manager smile and got them some major attention:hovertruck

 

 

 

 

 

 

3 Rules when using the be weird attention-getting strategy:

1. Use weird in your hook or title, then follow up with facts and truths.  It’s important that any content your business shares publicly provides value. When you are constantly feeding your target market information and solutions they need, you become a credible resource that your people trust.

So, if you use the be weird strategy use it only to hook your reader. It’s best used in titles and email subject lines.

Once you get their attention your job is done.  Your strategy worked.  Then, you have to follow up with true facts and serious information to keep your credibility in tact.

You never want your customers to feel fooled or dumb. That breaks trust and can damage your brand.

Here are some examples of how to use “weird” to hook:

  • North American Nutritionist’s blog: “Why eating crickets is good for your health” – Article that explains how crickets are high in protein and are eaten in many countries around the world for good health.
  • Tampa news blog article: “This Christmas there’s snow in Florida”  – Article is about a popular new toy for kids – a mini snow cone machine – that’s selling out quickly in at local department stores for the Christmas season.
  • Health blog: “Why you should be happy if you’re bald” – Article reveals a research study that shows bald men live longer.

2. Tap into niche topics in your industry. Look at your industry and evaluate the topics that aren’t commonly discussed openly.  You want them to be common enough that people deal with them, yet things that no one else is solving.

Here are some examples:

  • Doctor’s blog:  “What your pooh says about your health”
  • Therapist’s blog: “Why less sex can be good for your marriage”
  • Online recipe:  “How to make low-fat zucchini fries that taste like french fries”

3. Use odd images.  Pictures that look out of place are good attention grabbers.

Jeff Johnson, an expert in lead generation suggests that people are drawn to images the suggest luxury or living a good life.

The experts at LeadPages.net have tested many landing page conversion rates using the same copy but changing out the pictures. They found that using a picture of an attractive woman smiling will increase your chances of conversion.  This is true for every industry and even if your landing page content is completely unrelated to women.

See our use of the weird image tactic here:

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What is SEO? An overview and definition

…or said another way: What is Search Engine Optimization – if you don’t know what the acronym means

What is SEO: an overview and definition
What is SEO: an overview and definition

If you are unfamiliar with the term SEO – or if you have heard about it but not exactly sure what it is, then here’s an overview and definition so that you can understand what it is used for and even explain it to someone else, like an expert.

A search engine is a web site like Google or Bing or Yahoo. Its where you can find resources on the Internet by entering search terms. Simple terms like “organic dog food” or more complex phrases like “where in Tampa can I find organic dog food”.

The search engine will provide a list or web sites that answer that question and ranks them in order of relevancy. So the top site on the results page should be the best resource to answer your query. This is achieved by analyzing all kinds of criteria about each web site. The search engine scans web sites across the Internet and then indexes them based on the key words that they are about.

So what is search engine optimization or SEO for short? Its the process by which a web site owner customizes their web content pages – including the home page – to make them appealing to search engines looking for a match for specific keywords.

How is this done? There are three basic steps, although there is much more to SEO than just these, but they are the start of a strategy.

STEP 1: Research keywords

The first step in any SEO strategy is to identify what keyword or set of keywords (often called a “keyword phrase”) to optimize a web site and its web pages for. Choosing the right keywords will result in large volumes of traffic arriving on the web site if they are keywords that are typed into a search engine frequently. LEARN MORE about keyword research

STEP 2: Optimize keywords on a page

This process involved editing text and programming code on a web page to help search engines recognize it as a good page to rank for a particular set of keywords and to list it in their search results. LEARN MORE about on-page optimization

STEP 3: Get linked

This process – also called in-linking – is the work done to get other websites to link to your web site. It can be done by listing a site on free directories, getting mentions in other peoples blogs, getting media mentions and in some cases buying links (although this can sometimes be ill advised) on prominent web sites. LEARN MORE about In-Linking

STEP 4: Track and analyze

This process is about evaluating what keywords you have been ranked for on Google and Bing and then looking for ways to improve these rankings through  optimization and in-linking.

STEP 5: Create valuable content and continue to optimize

After an initial execution of steps 1 to 4, your ongoing job will be to create great content on your web site that positions you as an expert on the web in the areas that you specialize in an what to be known for. This is critical to your success in SEO. If you want high rankings on search engines you MUST become a content creator and update the content regularly.

Of course these steps only give you a basic overview of what SEO is, but should now have a basic understanding of the process and why its important. To learn more, join our Ultimate Digital Marketers email list. You will receive a free copy of our ebook Digital Marketing Secrets Revealed ebook. To order it, CLICK HERE.  There is a whole chapter dedicated to SEO in the book. You can also find out more by clicking the banner below.

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SEO in-linking 101

In-linking is one of the most important and most overlooked techniques (by newcomers to SEO) in search engine optimization. Understanding how it works and how to do it will help you grow your site traffic quicker than any other SEO tactic.

SEO in-linking 101:

SEO In-linking 101

What is in-linking?

It’s the process of getting other websites to link to your website. And it’s very important because search engines like Google and Bing use these links to decide how valuable your website is.  Each third-party site that links to one of your web page is a vote of confidence.

High number of credible third party links = site popularity = top search engine ranking on Google and Bing

An easy way to think of in-linking is to call it a referral. Think of it like this:  Would you be more likely to go to the theatre to see a movie that you a) saw a preview for on TV, or b) that three of your best friends recommended?  Probably the latter of the two scenarios would more likely influence your choice to go see the movie.

So, when another company puts a link to your site on their site it sends a message to search engines that your site has content that’s good enough to share.  That makes it valuable.  And as a result, your site moves up the search engine ranks.

5 easy ways to in-link:

1. Ask for a link. Search for similar sites that match the keywords you’d like to be ranked for. Email them and ask them to link to your site in exchange for providing free content to them. Or guest post on their site and in exchange, offer them to guest post for you.

2. Pay for a link. Find sites that get a lot of traffic from individuals in your target market. Pay them to link to your site. Or, provide them with an ad that links to your site. Text links in the body of an article are always preferred however and are assigned a higher value to search engines. CAUTION HERE: Some ads are coded so that they are not used by search engines as a referral link. Their web site uses no-follow tags to tell a search engine to disregard them. These have zero value for SEO purposes.

3. List in free listing resources. List your site in free business directories.

4. Make yourself available to the media.  Provide your expertise to online media outlets – get interviewed. Ask that the writer link their article or show notes (in the case of broadcast) to your web site.  This will help you gain major clout with search engines because media websites tend to be highly ranked.

5. Share content on social media. Share your content on social media. People who find it valuable will share it and it will get linked in blogs.

Important information about in-linking:

Be judicious about guest posting.  A few years back there was a high number of SEO gurus that caught on to guest posting. Naturally, they used it to their advantage.  They would provide the same article to large quantities of web sites.

Google caught on and adjusted their algorithm. They clamped down on the entire process.  So now, if they decide that you are mass sharing the same article just to get links, your site will be penalized. You will actually fall down the search engine ranks.

Google counts links and actually looks at the content of the site that is linking to your site.  For example, if your website is about horses and it is linked to by a site about knitting it won’t be as high a vote of confidence as another website about horses.

Google considers the position of the link. If you a third party site puts a link to your site in an article of a popular web post versus the bottom of a page that gets less attention. Google sees this as more valuable.

Create content that is good link-bait.  The best links are the ones that happen naturally and organically so create content that is the best on the web.  People will naturally share it especially if it’s a bit unusual and rare.

Anchor text in the link is important.   If a site links to your site about dog food and presents the link as it’s url it won’t be as influential as a statement, such as linking the keywords words: “Check out this site about dog food reviews“. In this example the linked keywords tell Google what the linked site is about.

Cross-link all your web properties. Wherever you can link to your site from web sites you own.

Link inside your web site. Cross-link pages on your website. If you write a post and mention a keyword from a post you wrote on another topic, link to the post. This will also keep site visitors on your site and engaged with your brand. And it helps Google understand your content better based on the words you crosslink.

In-linking takes time but the end results is more site visitors, which could lead to more sales.  It’s the third step in the process of basic search engine optimization strategy. To be most effective, you’ll also want to check out the articles on keyword research and on-page optimization.

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How to pick the right keywords for SEO

How to pick the right keywords for SEOPicking the right keywords for search engine optimization is one of the most important steps you can take in SEO. It can lead to volumes of traffic arriving on your web site for free if you do it right. If you do it wrong you’ll end up with a trickle of visitors and a lot of wasted time and effort.

The best way to start your research is to make a list of the keywords – or more accurately “keyword phrases” you think a web search would type into a search engine such as Google or Bing to find your web site. Then search for them on Google and see what web sites and content come up. If sites that you compete with come up then you’re likely on to the right keyword phrases.

Quick Keyword Research Strategy

The next thing to do is to try combinations and variations on the keyword phrase and see what Google suggests in its pop out search menu. These are phrases  a known to be searched on in Google index and likely have good traffic behind them. For example, start typing “dog food” and Google will suggest common searches that use that keyword.

keyword research on google
Use Google to see what keyword phrases are auto selected

 

For the time-pressed SEO, this could be all that you need to determine what keyword phrase could be valuable.

Of course it doesn’t tell you the best keyword phrases or the search volume you’ll likely to get by winning a top spot with this phrase. But this is a quick keyword research strategy that can be done in a few precious minutes.

Google’s Keyword Research Tool

Google has a nice free keyword research tool called  Keyword Planner which is built into Google Adwords. That’s the search engine’s paid keyword ad suite and it is a good place to do your SEO keyword research.

Using it you’ll get a good sense of what a particular keyword is worth per click and what the search volume is for the keyword phrase.

To find it visit Google Adwords (click) then log-in with your Google account (a Gmail log-in will work) or create a new one because you will need this for a Google Analytics account and Google Webmaster.

After logging in to Google Adsense, click the “Tools” menu to the far right, then choose the research option you find most appealing. I like the “Search for new keywords using a phrase, website or category” option.

great free keyword research tool
Google Keyword Planner is a handy free keyword research tool built into Google Adwords

 

Paid Keyword Research Tool: WordTracker

At Cyberwalker Digital we like to use WordTracker, a paid that runs $27 to $69 per month depending on which plan you choose. The base plan works fine unless you plan to do international search engine optimization and need multiple country data.

WordTracker lets you input keywords to find related and suggested keywords that are getting good search volumes. Once you have identified a series of phrases you can use a secondary tool to determine search volumes. It also lays out for you several key indicators as follows:

VOLUME: This is the number of searches estimated for the keyword phrases per month.

COMP: This is competition rating. The higher the number the more competition there is to win a high ranking on this keyword. “Cars” has a volume of 1.2 million searches per month and a COMP value of 45.22. So that would be a tough keyword to win. Of course the pay off would be high. The keyword phrase “iphone 6” has more than 6 million searches but a COMP value of 35.65. This value is handy to compare similar keywords however. Use the volume and  competition values to determine which is a better keyword phrase to chase.

IAAT: This means “In Anchor and Title” and shows how many web sites have the keyword phrase in their page titles and linked in inbound links from another site. It’s an indictor of keyword popularity and shows what you are up against. If the IAAT is a high number you are for some hard work to win ranking on the keyword.

KEI: This is Keyword Effectveness Index and goes up when the keyword popularity increases and goes down when there is lots of competition. You will never see a KEI larger than 100. You want high volume and low competition so a moderately rated KEI is likely to be attractive. Use it to compare keywords too.

 

paid keyword research tool WordTracker
Paid keyword research tool WordTracker

The Ultimate Keyword Research Strategy

So what to do? Design a keyword phrase portfolio that has a blend of low volume keywords that are easy to win and moderately high volume keyword phrases that you have a shot at with some effort.

You might want to add a few “golden” keyword phrases that would would love to win. Tracking these will give you an indicator of how successful you are against top competitors. In a niche these are fun because with time and with great content and persistence you can win them. They are the golden eggs you can attain. If you can win national single word keywords (like “cars”) then you’re doing really well.

Even a regional win like “cars for sale in Tampa” will take some effort. If your business has a local angle then its worth making this kind of keyword phrases of of your golden eggs.

Bottom line though: start with the easy stuff. Cut your chops. Learn what works and get more aggressive as you develop your skills. And be sure to celebrate every win as your organic search volume grows.

Google’s mobile SEO update: What you need to know

Google recently announced a change to their search engine algorithm that will come into effect on April 21, 2015. If you have a website, you need to know about this change because it could massively diminish the amount of business you generate from search engine traffic. Especially, if your web site has not been recently updated so it displays well on mobile devices. Here is what Google announced:

Starting April 21st, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

This means that  mobile-friendly web sites will get a significant boost in web traffic. These sites will climb the search engine ranks .

Web sites that are not mobile-friendly will be penalized. Ranking decreases for sites with negative usability metrics.

Google’s mobile SEO update: What you need to know

The impact on your business could be major if you site ranks well on Google. Your company could lose a great deal of organic traffic and consequently business. Companies that sell directly on the web could be impacted directly.

Is your site mobile-friendly?  Find out using Google’s Mobile-Friendly test.

The easiest way to find out if your web site is mobile-friendly is to use Google’s Mobile-Friendly test.  All you have to do is enter your URL. Google will analyze your web site and provide you with your current status. This is what you’ll want to see: Google's mobile seo update: What you need to know

 

If you don’t get the: “Awesome! This page is mobile-friendly” response you need to do some work to update your web site so it is mobile-friendly.

What you need to do if your site is not mobile-responsive?

You may not want to read this but, you’ll need to completely redesign your site so that it is mobile-friendly. There are no short cuts that comply with the Google algorithm.

Though, there are four triage solutions that could buy you some time while you put together resources and find someone to rebuild your site.

Here are some short-term solutions you may want to consider:

  1. Install a mobile-friendly site plugin. This is not ideal, but if it takes you from no mobile  functionality to some functionality while you implement a more robust solution its not a bad short cut.  Your webmaster should be able to do this in a few hours.
  2. Build a mobile solution that looks for mobile devices and redirects to a subset of mobile friendly pages for high page rank content (pages that rank well on Google).  This should include your homepage and contact pages. This again is better than nothing and will not prevent a loss of SEO ranking completely. Google recommends against it but says its not as bad a no mobile strategy. This would buy some more time likely.
  3. To properly resolve this need a “responsive” redesign that will serve the pages to different devices using CSS (Cascading Style Sheet) technology. This takes the content of the page and formats it for the screen it will be displayed on. 

If you need help figuring out what to do you can ask the experts at Cyberwalker Digital. We’ll give you free advice and guide you to resources that can help you.  Our team of web site strategists and designer understand the changes you are facing and can develop a strategy that supports your SEO efforts

Click the button below to send provide us with your  url that’s being affected by Google’s algorithm change and any questions you have. We will contact you within 24 hours (on a business day) with actionable solutions. CLICK THE BUTTON BELOW:

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How to do on-page SEO yourself

How to do on-page SEO yourself Here’s a quick tutorial that will walk you through how to do on-page SEO yourself. It will tell you where you need to place your seo keyword phrase to optimize your web pages for best results with search engines. If you want the full information and process, order our free 60-page book, called: Digital Marketing Secrets Revealed, at the bottom of this page.

How to do your own on page optimization

 

1. META and TITLE tag:

There are a series of tags in the header of each page – between the tags that contain information that describes the content on the page. The two tags you should focus on are the <TITLE> tag and the META DESCRIPTION tag.

The TITLE tag contains the words that show up at the top of your visitors web browser. They are also an indicator of page content. In other words, this is what people see when they pull up a description of your site. So, it’s a good idea to use language that’s enticing along with placing your keyword phrase here. Your page’s keywords should go in here.

They should also be the first words in the META DESCRIPTION, followed by no more than 160 characters. (Google doesn’t pay attention to anything past 160). You will find the tital tag and meta description tag on the back end of your WordPress site below the text box.

The META DESCRIPTION tag also describes the pages content and is used as a summary preview when the page is index by Google. Here’s what the title and meta tag would look like on the back end of this article.

Title Tag Example: <title>How to do your own seo</title>

META Description Tag Example <meta name="description" content="How to do your own seo? This quick-read article will give you the basics on seo.CLICK HERE." /> *Quick tip:  Put the words “CLICK HERE” at the end of all your meta descriptions. It’s a call to action that emphasizes the web searcher click on the link and go to your site.

2. URL tag:

Make sure your keywords are in your URL or web page name. Keywords in a URL are a great indicator of the page’s content so Google will use this as a key indictor on ranking the page. On the back of your WordPress site you can edit your url by clicking on the edit button beside the permalink under the page or post title. See image below for placement. As you’ll see, the title of the post and URL have the same keyword phrase.

seo1

 

3. <H1> and <H2> tags:

Your seo keywords should appear at least in one set of the headline tags on your page using the <h1></h1> tags. Be sure to use <h2></h2> or <h3></h3> subheads through the article too and sprinkle related keywords in these. If you don’t know much about web code putting a phrase in h2 tags is easy.

And so you are clear what h2 tags do, if you look at the bold headlines in this article, for example where it says “how to do SEO yourself” above, that’s an h2 headline.  You can size headlines easily and here’s how:

When you are in WordPress writing an article, flip over to text mode by clicking the “Text” tab at the corner of your text box (beside where it says” Visual” – top right of the screen). Then, locate the phrase you want to bold.  Put the h2 tag code around it.  That looks like this: <h2>How to do your own SEO</h2>

4. Image ALT tag:

Using one image for each page or post is essential for seo best results. Search engines look at the “ALT” tag description of the image.  Your keyword phrase should be placed in the alternative tag box. This is what the back end of the image looks like on this post.

howtodoyourownseo

 

 

 

5. Body text:
Your keywords should appear three to four times through out the body text on a page. Feel free to use synonyms. Use this Keyword Density tool to ensure the density of your keywords is done.  If you put too many keyword phrases in your text, the Google algorithm will penalize you.  This practice is called keyword stuffing.  A lot of seo’ers tried to trick the system, but Google’s been adapted to deal with this.

As you can see, it’s fairly easy to learn seo yourself. If you have any questions give us a call or order the book, which includes up to 30 minutes of free coaching.

If you’d like to learn more about SEO, order our 60-page ebook: Digital Marketing Secrets Revealed. Its free! To get your copy of the book now, click here:

 

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Materials handling email funnels

Once you get set up on an email marketing platform, the first thing to do is to ensure you hook it up to the lead capture forms on your web site. That way, when a site visitor signs up on your site their contact information goes directly into your email marketing system and database of contacts.

What do you do with that contact information? Get in touch with them as soon as possible. Do not let your contacts sit there for a long time while you figure out what to do next.

Materials handling email funnels

When a contact signs up on a form on your web site, you immediately know they are interested in your brand and what you have to offer. It won’t take long before that excitement dies and they forget. So, get in touch with them immediately. If you use a system like Infusionsoft this can be automated.

The other important thing you need to do before you start sending emails is understand anti-spam laws.

Read about American email laws from CAN-SPAM at:http://www.fcc.gov/encyclopedia/can-spam

Read about Canadian email laws at: http://www.crtc.gc.ca/eng/casl-lcap.htm

Materials handling email funnels:

The two most strategic email marketing funnels

An email funnel is a strategically planned sequence of emails that is intended to produce a specific outcome. An effective one takes contacts on a journey and primes them to take a specific action. There are two popular email funnel formats, for two customer segments. They are:

1. New Contact Funnel – for people new to your brand

2. Existing Customer Funnel (sometimes called a “nurture funnel”) – a “stay-in-touch” funnel that keeps you top of mind

Here is the basic premise of a New Contact Funnel:

A contact enters the funnel -> receives a number of emails with giveaways (useful content, etc) on a regular basis -> is asked to make a purchase

Here is the basic premise of an Existing Customer Funnel:

A contact that has already purchased enters the funnel -> receives a sequence of emails with giveaways on a regular basis that prime them to continue to purchase -> makes another purchase -> continues to receive emails….

The two funnels should be connected, so that anytime a lead makes a purchase they go into the existing customer funnel. This way, they will be nurtured to continue to buy and/or or engage with your brand.

A Materials Handling example of how to use email effectively:

Case study: A dealer of warehouse racking has a list of contacts comprised of warehouse managers in their sales district.  They want to use email to boost sales.  Here’s what they should do:

Step 1: Generate great content for warehouse managers that helps them understand racking and optimize their warehouse for efficiency, spacing saving and productivity about. Content could be in the form or: Articles, white papers, links to videos, infographics etc.

Step 2: Give away the great content for free on email each week.

Step 3: Approx. 10-15% of the time offer them a deal on rack. This could be a limited time racking special. It’s important to note: You want to send them great free stuff regularly first so they enjoy your emails and trust your brand.

Step 4: Once you’ve offered your contact to buy a product, contacts that do purchase should go into the existing nurture campaign where you continue to give them great stuff and upsell them once and a while on new products. If they bought from you once, chances are, they will buy from you again.

For B2B companies with largest services and products, you’ll want to use the same strategy. However, for you, it’s more about brand awareness.  Create yourself as an experts resource, so you stand out in your industry.

For more information on email marketing and other digital tactics, order this free 60-page book:

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Purchasing an email marketing platform

Many companies don’t yet understand how impactful email marketing can be as a method of growing their business. The marketing budget for email is minimal and many businesses use inexpensive platforms such as Mailchimp, Constant Contact and iContact, to send mass emails.

purchasing an email marketing platform
The back end of an Infusionsoft campaign.

While these platforms are less money and do offer some ability to track emails sent, they are not at all comprehensive. The services they provide are somewhat limiting.

Companies who are serious about using email marketing to generate sales should invest in an email marketing platform such as Infusionsoft. It is one of the top email marketing platforms currently on the market. There is also Ontraport, Marketo, and several others. At CWD, we use Infusionsoft, so we will briefly highlight its benefits.

Purchasing an email marketing platform

What is Infusionsoft?

Infusionsoft is a comprehensive email marketing platform that’s hosted by the company Infusionsoft. To purchase Infusionsoft the initial investment is $1,000 to $2,000 for setup. There is also a monthly hosting fee of $300 to $500 per month. (Price is based on number of email addresses you’ll be sending to and features used.)

It offers more features than most basic email marketing platforms. Here are some of its advantages:

Email automation. You can set up large networks of automated email systems. Infusionsoft allows you to easily see what emails are being sent and when. Each email you create is mapped out on a grid, which provides a visualization of the system you design.

Web forms and landing pages. You can build web forms and landing pages in Infusionsoft. You can hook them up to email or you can use the url to post the form or page online (on social media, for example). When you build web forms the information that a contact enters into the form can be set up to populate under that contact’s record in the Infusionsoft database.

Lead score system. Infusionsoft allows you to track your hot leads. Based on information such as open rates and number of links clicked or actions taken, the system will rate the engagement levels of your contacts. You can set it up so you receive an alert when a contact is ready to buy. Or, you can nurture contacts that are losing interest, or have gone cold.

Keep your contact list organized. You can upload all your contacts into your Infusionsoft database and categorize them appropriately. You can apply tags, which are labels, to contacts based on their characteristics and behaviors.

Build emails. You can build your emails inside Infusionsoft. It’s very easy to create emails and upload pictures, email headers and footers. You can add links to your emails or upload attachments. It’s all very user-friendly.

Track engagement levels. There is an entire section with conversion reports that you can review on a regular basis. It provides you valuable information such as how many people are opening your emails, how many of them are clicking on links in those emails, and how they get into your system.

Customer support. Infusionsoft has live support staff that can help you with your campaigns and teach you how to use thesystem’s features.

Templates: Infusionsoft offers a marketplace that includes a gallery of email campaigns. Based on the emails you’d like to send, you can upload a template directly into your system and then personalize it. This makes it very easy to set up email marketing funnels if you are not yet an expert.

At Cyberwalker Digital we provide free tutorials to anyone interested in learning more about Infusionsoft. If that’s you, visit http://cyberwalker.com/infusionsoft-inquiry to learn more. You can also visit http://cwd.link/infusionsoft to see a tour of the product.