Each week we will be doing a marketing news round up for the previous week. Starting 22nd August 2016, we will be publishing a blog post once a week summarising the latest news within the region. As the North East is becoming a central hub for marketing and tech start-ups.
Wow, it has been an exciting day indeed for the founders and stock owners within LinkedIn. Stocks have soared over 47% as Microsoft has now purchased LinkedIn for an astonishing 26billion dollars, but what does this mean for the average joe or business.
It definitely means we can expect to see more implementation of Microsoft/Bing ads in the future. The question is; will it improve upon the advertising platform or will it make it more of a pain.
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Once upon a time grabbing your target customer’s attention was relatively easy. Unfortunately with the continuous growth of the internet. Markets have slowly become saturated. With new competition entering your competitive environment on a by-weekly basis capturing that much-needed attention of your target audience has become increasingly difficult.
In the past, you could simply craft a creative email, roll it out to your email subscriber list and watch the clicks and sales roll in. But then with the internet boom it all suddenly changed. The target audiences attention suddenly became very short, and the number of similar strategies increased rapidly.
So how can you capture your readers attention and most importantly maintain it in this hyper-competitive world? My intention in this post is to provide you with a simple three-part formula which will increase your email click-through rate.
I intend to provide you with an overview on how to craft a story which will draw the attention of your target audience and increase your email click-through rate.
The first objective of your story is to establish your goal is to paint a picture of your reader’s environment as it was.
For example:
“Once upon a time it was easy to grab the attention of your target customers. Few forms of media existed, and you could effortlessly carry your message to the masses.”
The second objective is to create a shift in the readers environment.
For Example:
“But then it suddenly all changed. A shift occurred, and competitors started sending more emails, engaging with their audience and posting more tweets. It simply became much harder to get your message heard above all of the noise.”
The final objective is to demonstrate to your readers how your product can provide a solution to the drama and stabilise their world.
“By telling a story in your email campaigns you can engage with your target audience in a way no one else is. Helping to allow your emails to pass through the noise and drive sales.”
Telling a story manages to resonate with a reader’s pain points and challenges. With the added benefit of helping them to feel the problem and understand the solution your product/service provides and in turn increasing their desire to purchase.
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Your reputation online is everything. So managing your business’s online reputation can often be strategic nightmare. Balancing a multitude of facets in order to promote your organisation can often be an uphill struggle as it requires a mixture of specialised skills and tech savvy employees who are able to find negative brand associations and actively convert them into positive ones.
If your currently have an online reputation management program or are planning to start one. Here are 3 simple steps to provide a little guidance and help your company manage this mammoth task better;
1. Use Software
Software makes life easier. It enables tasks to become automated and allows you to actively search the far reaches of the internet for any mentions of your organisation. Software simply allows you to monitor when and where your mentioned and enables you to facilitate both positive and negative engagement.
2. Strategy Development
Make a list of all types of positive and negative opinions which may occur. Consider these opinions and create plan on how to counter the negative ones and promote the positive ones. Think about how you can handle a problem and increase interest in good promotion. Consider how to reply to both forms and set guidelines on how employees can engage with such comments.
3. Implement a social media policy
Introducing a social media policy within your organisation allows you to counter any disgruntled employees opinions about your company online. It may be an experience with a customer or another employee but social media opinions can cause unneeded storms. By using such a policy your business can counter any internal problems easily.
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