Posted March 15th, 2010 by Tem Balanco
Email signatures are an often overlooked, but simple technique you can use to promote your business.
An email signature is a little piece of information at the end of your email that is automatically included in every email you send. This typically includes your name and phone number.
Your email signature should contain vital information about how to contact you, like your website address and even company slogan.
A suggested format is as follows:
Best Regards,
John Smith
ABC Widgets, Inc
Your #1 Source for Widgets
Phone: 1-800-555-5555
Website: http://www.abcwidgets.com
Twitter: www.twitter.com/abcwidgets
In this example, you have included your name, company name, company slogan, full contact information and website information.
This is a simple and effective way to provide vital contact information at the same time promote your business with each email that goes out.
You can also use free online services that can make your email signature even more affective. One website I found was called http://www.wisestamp.com.
P.S. If you aren’t already using your domain-based email that we provide with every account, click here to see how easy it is to setup your own, you@yourdomain.com email account.
Posted March 15th, 2010 by Tem Balanco
Is your website a lead-generation machine? Your website can be your most powerful marketing tool, delivering a steady stream of new business leads and filling your sales pipeline.
Unfortunately, most companies do not optimize their websites for lead generation—offering, instead, nothing more than passive online brochures.
What about your website? Find out your website’s lead-generation potential by giving it a lead-generation checkup.
Review the following 10 questions, and give yourself one point for each Yes answer. Good luck!
1. Does your homepage clearly communicate what your company does and the audiences you serve?
_____ Yes _____ No
First impressions count, and more people will see your home page than any other page on your website. So, make sure your home page is as welcoming and useful as possible.
It should clearly communicate your capabilities and the solutions your company provides. Moreover, it should provide a timely digest of the latest and greatest information you offer deeper within the site.
Search engines such as Google are your best source for targeted, motivated leads. Your prospects are searching for you. Make it easy for them to find you by boosting your rank in the search engines.
To turn your website into a search-engine magnet, fill your website’s copy and coding with the keyword phrases your customers use most often. In addition, build a network of quality inbound links to your website from reputable and industry-relevant external websites.
5. Are you updating your website’s content on a regular basis?
_____ Yes _____ No
Is your latest press release from 2008? Does your copyright notice still say 2009 or earlier? People want to do business with dynamic companies. And, to project your dynamism, you need to have a fresh and relevant website.
Make it a point to take a critical look at your website at least monthly, and add or remove information to improve its value to your customers and prospects.
6. Does every page of your website include a compelling call to action?
_____ Yes _____ No
Don’t make the mistake of relying on your Contact Us page as the sole method for prospects to take action. To turn your website into a lead-generation machine, pepper your website with a variety of relevant calls to action inviting prospects to reach out and take the next step.
7. Do your calls to action address prospective customers at each stage of the buying cycle?
_____ Yes _____ No
Not everyone is ready to buy from you today. Some people are kicking tires; others may have a basic early-stage question.
Look for ways to compel all prospects to reach out to you by offering tailored calls to action that appeal to prospects at each stage of the buying process. Examples include Ask the Experts forms, complimentary consultations, downloadable best-practice guides, free trials, etc.
8. Is your phone number prominently displayed on every page of your website?
_____ Yes _____ No
Don’t forget to prominently display your phone number on every page of your website.
In our experience, people are at least as likely if not two to three times more likely to pick up the phone when they are browsing a company’s website. And there is no better time to be talking with a prospect because you can use your website as a presentation tool.
9. Are your online forms short, asking only for basic contact information (e.g., name, company, phone, and email address)?
_____ Yes _____ No
Are your online lead-generation forms as long and daunting as a tax return? If so, shorten them. The more fields your forms include, the less likely prospects will be to fill them out.
Ask only for basic contact information that your salespeople will need to make an intelligent follow-up. You can program those forms to identify the page the person was on, so your salesperson can prepare for the call.
10. Do you have a process in place to ensure your website inquiries receive immediate follow-up?
_____ Yes _____ No
How long does it take for your salespeople to follow up on online lead inquiries? If the follow-up is not immediate, you are leaving money on the table.
Assign salespeople to follow up on online leads, and make sure the inquiries get to them as soon as possible. To streamline your lead-management and follow-up process, tie your website forms into a customer-relationship-management (CRM) system such as SalesForce.com or SugarCRM.
So how did you do? If you scored a 7 or higher, you’re doing well, and your website is a powerful lead-generation tool. However, if you scored a 6 or below, you have some work to do. I hope this checkup got you thinking about ways to improve your website.
Written by Bob DeStefano is president of SVM E-Business Solutions (www.svmsolutions.com), a B2B online marketing agency that helps manufacturers and distributors leverage the Web.
What is MarketingProfs?
MarketingProfs is a great resource for how-to marketing articles and advice for small businesses. For more information, go to http://www.MarketingProfs.com
Posted July 14th, 2009 by Tem Balanco
You already know that certain words are automatic spam-filter traps in email marketing, but if you’re reading this you probably aren’t using any of the worst offenders, such as obscenities or pornographic lingo.
Nonetheless, your email marketing messages can benefit from a thorough edit to ensure both the avoidance of anti-spam filters and, even more importantly, the inclusion of the most powerful words in direct response.
First, though, examine how you and your colleagues speak about email marketing and describe it as a practice to those outside your world.
For example, how often have you heard (or even said) an email “blast” was being sent? I don’t know about you, but to me “blast” doesn’t have a positive connotation. I don’t wish to be “blasted” with anything (well, maybe $1,000 bills would be OK), including email “blasted” to my inbox, and I’d venture to guess that your customers and list members feel the same.
When we as practitioners of email marketing become more aware of how the words we use to describe our craft are perceived in the outside world, we can see “blast” is a dirty word. Instead, you might say “broadcast,” “announcement,” “send,” or “campaign” after the word email to describe your message deployment. But, please, no more blasting.
Furthermore, despite the Email Experience Council’s efforts, we still don’t have unilateral agreement on how to spell the word “e-mail.” The official AP style guide, dictionaries, and journalists continue to insist on the hyphen between “e” and “mail.” Most everyone else has already dropped it. Chances are, the word will follow the previous evolutionary pattern of “on-line,” “jell-o,” and “e-commerce.”
Those and other factors aside (such as no agreed-upon definition of spam), the words used within your email messages can make or break your campaigns.
Adhere to these Letterman Show-style Top Ten Lists—the first for language pitfalls and the second for power words—to ensure successful delivery, avoid complaints, and improve response:
Top Ten Language Pitfalls in Email Marketing Messages
10. Typos and misspellings due to poor editing
There really is no excuse.
9. Subject lines in ALL CAPS
Writing in all capital letters online is the equivalent of shouting. You would never scream at your customers or prospects in person, so don’t do so virtually, either. If you must, capitalize a single power word within your subject line and leave it at that.
8. Use of punctuation marks and numbers within the subject line
If absolutely necessary, use only functional punctuation such as a hyphen or colon. Do not put phone numbers in your subject line—ever!
7. ALL CAPS within the message body
Remember, no need to shout. Use other creative means such as color, different font, or buttons/banners/backgrounds for emphasis if there is an explanation, offer, or condition not to be missed.
6. Excessive or unnecessary Power Word repetition; especially of power word #1
See below.
5. Copy written in passive rather than active voice
We need to get to the point quickly in email. Front-load sentences and paragraphs with action verbs and eye-catching benefits.
4. False or inflated sense of urgency
The very nature of email implies expediency, immediacy. Pushing recipients to respond by intentionally creating an environment of panic or scarcity usually doesn’t provide an incremental lift in response. In fact, it can be a real turn off. Your audience is already in a mindset to quickly access and process email messages. Nudge, don’t shove. Subtly mention deadlines or expiration dates when necessary or legally required, and if in doubt, test.
3. Vague calls-to-action
“Click here” or “visit our Web site” are too general; they don’t reinforce the subject of your message or your offer. Nor do they instill confidence in where a responder will land. Be specific, such as “download your free white paper” or “see the movie preview” instead.
2. Exaggerated Modifiers
Like “Amazing,” “Revolutionary,” “Great,” “All New,” (when just “new” would suffice) and even “Special” and “Important,” especially when used in the subject line, can land your email in the junk folder. Hype is a hallmark of spam and is unnecessary when your messages are targeted and relevant. Assuming they are (targeted and relevant), they will already be perceived as important, special, or great. Why state the obvious?
And the number-one pitfall:
1. Including the word “spam” in your message (such as “this is not spam”)
The very existence of written justification that your email is ethical calls its legitimacy into question. I can’t think of a more self-defeating proposition than stating your message is NOT what you fear it will be.
Now for the good news.
Top Ten Power Words
Here are the top ten power words for your email advertising and communications:
10. New
Appeals to our basic human curiosity to seek novelty.
9. Save
We all love a bargain.
8. Safety
Connotes reliability; appeals to basic human needs.
7. Proven
Justifies your claim, removes fear of the unknown.
6. Love
An all-time favorite.
5. Guarantee
If you have one, state it. It iron-clads your offer.
4. Immediate (Now, or Instant)
Instant gratification is the expectation online. If it can’t be found, completed, or received almost immediately, you’re offer is in the wrong channel.
3. Results
Provides rationalization for instant conversion.
2. You
Remember WIIFM? Your audience wants to hear about what’s in it for them, not you. Articulate your benefits in personal, conversational terms.
And the number one Power Word:
1. Free
Surprised? Probably not. Because this is the time-honored, most potent motivator in direct response, be particularly vigilant of overuse. Just a dash’ll do. Strive to optimize placement, and test if necessary.
When it comes to power words, less is more. Use them sparingly and strategically. Avoid clichés and lethal combinations (Proven Results, Free Love) as well as inflated modifiers before or after. Power words are just that—powerful—all on their own.
Written by Karen Talavera. President and founder of Synchronicity Marketing (www.synchronicitymarketing.com), an email marketing expert, and social media enthusiast. Follow her on Twitter @KarenTalvera or, for digitial marketing tips only, @SyncMarketing.
What is MarketingProfs?
MarketingProfs is a great resource for how-to marketing articles and advice for small businesses. For more information, go to http://www.MarketingProfs.com
Posted February 4th, 2009 by Tem Balanco
Every business has a sales cycle. A sales cycle, from a customer’s perspective, is a series of steps that a one goes through when deciding to buy a product or service.
This cycle can vary depending on the industry, but basically consists of these basic steps:
1) Identify a need, 2) Find company to meet this need, 3) Evaluate company, 4) Address concerns/objections, 5) Buy.
Most people spend a lot of time on steps 3 and 4. This is typically done by calling the service provider and asking questions.
A great technique to assist prospective customers is to use a frequently asked questions page on your website. You can address common questions, objections, and concerns directly, giving your customers the information up-front and accessible at their convenience.
Using an FAQ page is a fantastic way to speed up your sales cycle, so when your prospective customer calls or emails you, they are much closer to the buying decision than without a FAQ page.
Adding a FAQ page is easy, quick and allows you to help more customers transact with your business, faster.
Posted January 13th, 2009 by Tem Balanco
In past newsletter and blog posts, we have discussed ways you can optimize your website for better search engine ranking.
Our Site Builder Pro provides built-in tools for some of the most common SEO techniques like adding keywords to your pages, customizing the the website title tags, customizing your page filenames and more.
I thought it would be a good idea to create how-to movies showing you how you can easily do this on our Site Builder Pro.
Search Engine Optimization Overview:
How to add keywords to your website:
How to customize your website title tags:
How to customize your website filenames:
I hope you find these search engine optimization how-to videos useful.
For other how-to movies for all aspects of our services here: http://www.onewebhosting.com/movies.php
