HELPFUL TIPS FOR REDUCING UNSUBSCRIBEShttps://www.wildfigmarketing.com/wp-content/uploads/2019/03/reduceunsubscribers.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
In our last blog post, we discussed some of the main reasons people unsubscribe to email lists and how recognizing these patterns can help you avoid common pitfalls that lead to unsubscribes. We also scratched the surface with some ideas for reducing unsubscribes. Now let’s dive deeper and explore more ways you can position your email marketing to reduce unsubscribes and resonate with your audience.
MAKE SURE SUBSCRIBERS KNOW WHAT THEY’RE SIGNING UP FOR
How many times have you signed up for an email list in a retail store checkout line to get that 25%-off-your-entire-purchase coupon, only to be haunted for weeks to come with persistent, largely irrelevant emails from said store? Most of us can probably relate. And it can feel a bit underhanded and spammy too. People respond much better when they know what they’re signing up for. What kind of emails can subscribers expect to receive? How frequently can they expect an email from your company? Don’t wiggle your way into your subscribers’ inboxes. Let them choose you. An informed, on-point audience will welcome your emails, not unsubscribe from them.
Automation gives you the opportunity to intersect the customer journey with relevant information at the proper time. Whether you’re automating birthday discounts, informing customers that a certain product is back in stock or following up with customers who abandoned their shopping carts, automation increases relevancy, which in turn decreases the likelihood that your customers will hit the proverbial Unsubscribe button.
CREATE A RE-ENGAGEMENT SEGMENTATION
Identify inactive subscribers (a drop in open rates, fewer clicks etc.) and set up a re-engagement segmentation to re-engage them before they unsubscribe. Maybe as part of this segmentation you offer inactive subscribers a special coupon that’s too good to pass up. This will lead them to a purchase and remind them why they love your brand and signed up for your email list in the first place.
INCLUDE OTHER ENGAGEMENT STRATEGIES IN ADDITION TO EMAIL MARKETING
Pursuing other methods of communication with customers helps enrich their relationship with your brand and can add more context to your email marketing strategy. Email marketing in combination with offline, personal communication is one of the most powerful engagement strategies there is.
GIVE SUBSCRIBERS THE OPTION OF TAKING A BREAK INSTEAD OF JUST BREAKING UP
Have you ever found yourself reluctantly unsubscribing to an email list? You really like the brand and the products or services they offer but you just need a break from the emails? Giving your subscribers the option to take a break instead of just breaking up will come back around. You won’t lose loyal customers in the process and they’ll appreciate how accommodating you are– now that’s providing value!
SOLICIT FEEDBACK FROM UNSUBSCRIBERS
The reality is, no matter how much you work your content strategy, you will undoubtedly encounter some unsubscribes. Continually refine your strategy by soliciting feedback from unsubscribers. Over time, unsubscribes should drop off dramatically while your satisfied, on-point subscriber list continues to grow.
Unsubscribes are the kiss of death. Once people unsubscribe, they’re not likely to return. Unless you are marketing to them in other ways, this could spell an end to your subscriber’s relationship with your brand. While losing subscribers hits you where it hurts, there’s a lot to be gleaned from unsubscribe behavior that can help you gird up your email marketing and enact effective engagement strategies.
WHY DO PEOPLE UNSUBSCRIBE?
There are a few main reasons people unsubscribe to email lists. Recognizing these reasons can help you develop a strategy to keep your subscribers engaged with your brand and applauding your unique value proposition.
Constant Contact recently surveyed 1400 readers about why they unsubscribe to email lists. A whopping 69% of readers reported unsubscribing after receiving too many irrelevant emails from a given business. In other words, they’re annoyed! Keep in mind that, while the tendency is to keep your brand top-of-mind with frequent emails, less is often more. Perhaps instead of daily or biweekly emails, consider weekly or monthly emails. Their less-frequent delivery might pique the interest of subscribers who realize that you only send out emails when you have a relevant and valuable offering.
Your subscribers’ first indication of what your email is about? Your subject line. That small handful of words is powerful and will determine if your email even gets opened. Plus, if emails look spammy, they may get picked up by spam filters before they ever land in front of your subscribers. Knowing your audience will help you create subject lines that appeal, not repel. (Want help creating an effective subject line? Read our post, “Creating a Powerful Subject Line” here.)
Be cautious about adding subscribers to segmentation lists that are not pertinent to their interests. A childless man won’t likely appreciate an email detailing “The Hottest Kids Toys of 2019.”
Missegmentation reflects poorly on your brand and makes you look careless when your goal is actually to deliver personalized, on-point emails to your subscribers.
TOO MUCH OR TOO LITTLE CONTENT
Just like a one-line email will surely fall flat, so will a 2000-word email or 5000-word newsletter. Again, the goal is to provide value and if your subscribers feel like you’re not putting in much effort, they won’t feel like you care about their interests. If you come across long-winded, you’ll likely lose their interest before they even have a chance to finish reading through your content. Don’t let your content send them searching for the Unsubscribe link. Just like you, your subscribers are pressed for time and want bite-sized pieces of valuable information. They can always contact you if they want additional information.
If you don’t want customers unsubscribing to your content, take time to investigate the triggers for this behavior. Then align your content strategy accordingly.
If your email marketing could use some help, or if you’d like to get started on implementing an email marketing campaign for your business, contact us to schedule your free 15 minute consultation. We’d love to help you reach your goals.
INCREASING CONVERSIONS WITH VALUE PROPOSITIONhttps://www.wildfigmarketing.com/wp-content/uploads/2019/03/valueproposition.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
Optimizing your SEO with a solid keyword strategy in order to drive traffic to your webpage is an important undertaking. You’ll never make sales if people never land on your site. However, getting potential customers ‘in the door’ is only half the battle. The average website visitor who finds your webpage through your effective SEO strategy (good job, by the way!) will hang around for less than 15 seconds. That means you have less than a quarter of a minute to convey to your visitor how your product or service will meet their needs better than that of the competition. That’s a tall order but nothing a standout value proposition can’t tackle! Let’s look at how to craft a killer value proposition so you can capitalize on your web traffic and increase your conversions.
WHAT ARE THE COMPONENTS OF A SUCCESSFUL VALUE PROPOSITION?
There are a few main components to any successful value proposition:
Who is your ideal client for your product or service? Are you targeting businesses or individuals? Men or women? Business professionals, tech-savvy teenagers, pet owners…? Who would benefit most from what you have to offer?
What is the unique value you’re offering? Surely you have competitors. How is the product or service your company provides different from theirs? Why should your ideal client choose your business over the next guy’s?
How do you plan to solve your ideal client’s problems? This involves getting in touch with their needs. What are their pain points and how can you help alleviate them?
CRAFTING YOUR VALUE PROPOSITION
When it comes to crafting your value proposition, keep in mind that it needs to capture your ideal client’s attention within a few short seconds. In order for this to happen, your value proposition must be highly visible so ensuring that it’s easy to spot on your landing page is key. It should, in fact, be the first thing to catch their eye when they arrive on your page. A strong value proposition is also highly specific. Your aim is for your ideal client to read your value proposition and identify with it immediately.
In order to create a value proposition that truly resonates with your ideal clients, you must understand the ins and outs of their pain points and needs. Creating personas that represent your ideal clients is one effective way to do this. Personas help you visualize your clients as people in the flesh instead of as an impersonal sea of faces, increasing the likelihood of forging a connection and driving your value proposition home.
Your value proposition can have a wonderful ring to it but if your prospects don’t trust you, they won’t convert. Give prospects a reason to trust that you will deliver on your promises by crafting content and design that conveys your expertise and your integrity. Posting testimonials and offering a free download are two great ways to do this.
Always, always, always research your competition. Who are they targeting with their product or service? What is unique about their offer? How are they promising to meet their ideal client’s needs? A strong value proposition stands out from the competition by offering something unique.
COMPONENTS OF AN EFFECTIVE KEYWORD STRATEGYhttps://www.wildfigmarketing.com/wp-content/uploads/2019/03/keywordstrategy.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
In recent posts, we’ve concluded that keywords are still highly relevant when it comes to SEO and SEO is a non-negotiable component of any effective content strategy. Now let’s take a wide-angle look at how to take your keywords and develop a powerful strategy around them – one that increases your search rankings and drives on-point traffic to your webpage and ultimately, to your product.
WHAT IS A KEYWORD STRATEGY?
On Yoast’s SEO blog, content manager Edwin Toonen describes it this way,
A keyword strategy contains every decision you take based upon your findings in your keyword research project, whether it’s about the content you’re planning to write or how you are going to track the results in Analytics. Keyword strategy is about how you want to target those keywords, now and in the future.
In other words, once you determine the keywords for your content, your keyword strategy encompasses every way you’re going to leverage those keywords to drive on-point traffic to your webpage as well as the manner in which you’re going to monitor their effectiveness.
HOW DO YOU CREATE AN EFFECTIVE KEYWORD STRATEGY?
There are some fundamental actions involved in devising an effective keyword strategy:
EXAMINE YOUR PERSPECTIVE
Start by asking yourself a few key questions: What are my goals? What is my differentiation factor? What message do I want to communicate? Then tailor your strategy to align with your responses. Be wary of moving on, however, without first nailing down these answers as they form the cornerstone to your entire keyword strategy.
DETERMINE SEARCH INTENT
What keywords are people using to find your page? What do these keywords say about your prospective customers’ needs or interests? Are they looking to make a purchase or just gather information? Offer your audience content that they will deem valuable and increase your brand’s authority. This will, in turn, drive more traffic to your page which will improve your search rankings.
CHECK OUT YOUR COMPETITION
You can learn a lot from your competition. Are they zeroing in on any of the keywords you came up with in your keyword research process? If so, how are those words ranking? Do you see any gaps in their content or keywords that they’re not targeting but could be? Making these observations can help you…
…HONE IN ON YOUR KEYWORD NICHE!
Take some keywords that your competition isn’t widely targeting and develop them over time. These will likely be long-tail keywords. Long-tail keywords aren’t as competitive and easier to rank for, giving you the opportunity to carve out your own keyword niche. Keep in mind, however, that a solid keyword strategy is comprised of a good mix of short-tail and long-tail keywords that help you achieve short-term wins while working towards your long-term goal.
ANALYZE YOUR DATA
Data analytics is a necessity for any successful keyword strategy. Keeping a close eye on your website’s analytics can help provide valuable insights with which to develop your strategy and make any necessary adjustments in order to achieve optimal SEO performance. Google Analytics and Google Search Console are two of the many popular analytics platforms.
UPDATE YOUR STRATEGY PERIODICALLY
Your strategy isn’t a one-and-done deal. Many external factors affect how and what people search. World events, cultural trends and user language are just a few. It’s also possible that, over time, one of your competitors could come in and take over a good part of your market share. In all of these situations, being willing to adjust your strategy is key. This means revisiting your keywords, getting rid of some and enacting another round of keyword research to generate new, more effective ones. Reevaluate your keyword strategy on a quarterly basis to stay on the path to driving on-point traffic and achieving your goals.