kennethjpool89

[kennethjpool89]

Three Ways to Generate Company Blog Post Ideas

Content marketing is essential. Businesses that want to grow and thrive need this strategy to remain relevant. Without a consistent content marketing campaign in place, marketers and companies will never stand out from the competition. They will be buried in the noise of the internet.

 What is content marketing?

Content marketing is the process of creating and distributing unique, relevant, and valuable content to attract and retain the desired audience. The objective is to create content that customers will find useful and interesting, so they will keep coming back for more.

Content marketing is the fuel that powers search engine optimization (SEO) and pay-per-click (PPC) marketing, as well as effective social media campaigns. To get the most out of these strategies, businesses must invest in content marketing to establish themselves as experts in their industry.

 Types of content marketing

There are many types of content that can be used in a marketing strategy. Some of the most popular include blog posts, videos, infographics, and social media posts.

Blog posts: Blogging is a great way to share your thoughts and insights with your audience. It also allows you to rank higher in search engine results pages (SERPs) for key terms related to your business. Be sure to use keyword-rich titles and descriptions and include relevant keywords in your posts for even better results.

Videos: Videos are a great way to engage your audience and capture their attention. They can also be a powerful tool for SEO, as they tend to rank high in SERPs. You can create videos yourself or outsource them to a professional. If you do decide to create the video yourself, be sure to use keywords and SEO best practices.

Infographics: Infographics can be used for just about anything – from sharing data and statistics on your latest research or product updates, to visualizing complex ideas or processes that your audience might find helpful.

Social media: Social media sites such as Facebook, Twitter, and LinkedIn allow you to connect with your audience in real time. You can share content through these channels when it’s relevant and timely. If done correctly, social media can be a powerful method for growing your audience and increasing awareness of your brand or business.

Every type of content has its strengths and weaknesses; no one option is perfect for all marketers or all businesses. Experiment with a variety of content to see what works best for your audience.

 Use content marketing to build authority

When it comes to content marketing, one of the most important benefits is building trust and authority. To do this means consistently creating valuable, relevant, and interesting content that provides real value.

It takes time and effort to produce quality content, but it’s worth it. Not only will you be able to connect with your audience on a deeper level, but you’ll also be able to stand out from the competition.

 How long does content marketing take to work?

Content marketing is not a quick fix. It is a long-term strategy that can take several months to start bringing in a steady stream of traffic and revenue. However, the time and effort will be worth it.

Once a post or video gets noticed, it can continue to generate leads for months or even years. In essence, the work up front to produce the content may not see immediate results but could pay off over time.

Most businesses understand the importance of content marketing, but many don’t know how to use it effectively. Content marketing is one of the most powerful ways to stay relevant in a noisy online world.

When done correctly, content marketing can help you build trust and authority with your audience. It can also help you stay relevant in a competitive online market. It takes time and effort to produce quality content, but the payoff can be worth it in the long run.

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[kennethjpool89]

E-commerce Survival Guide for Local Businesses

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[kennethjpool89]

E-commerce Survival Guide for Local Businesses

These days, it’s hard enough to succeed as a local business, yet many brick-and-mortar stores are succeeding in the world of e-commerce. They do so by expanding their reach far beyond just their physical location. Although this isn’t always easy, there are plenty of highly successful businesses that have taken advantage of modern e-commerce methods.

The progression of e-commerce has been slow, but steady. Now, local businesses can use online platforms to reach customers in other states and countries. While this is beneficial for expanding sales channels, it also presents new challenges for business owners, who must rethink their strategies for success.

 Local businesses need to start thinking beyond the local level

With more and more people turning to the internet for their needs, it’s not enough for you to just have a website. A successful local business will have a website that ranks well on Google, an active presence in social media, and an email marketing program that keeps customers coming back.

The challenge is that there are so many options out there, you don’t know where to start. Here’s a quick guide to help you get started:

 Do ensure your business shows up in relevant local searches.

Rank well on Google by optimizing your website with relevant keywords, setting up your Google Business listing, and making sure your NAP (name, address, and phone number) information is consistent everywhere online. Set up a blog and add new content often to help keep your site fresh in search engine results.

Get active on social media sites like Facebook, Twitter, and Instagram (and Pinterest if you’re in the ecommerce space). Engage with your followers to build relationships and encourage them to spread the word about your business. Follow industry influencers, engage with their posts, and ask them for reviews or testimonials about what makes you unique.

 The internet is a powerful tool that gives business owners worldwide access to consumers

The internet is a powerful tool that gives business owners worldwide access to consumers, but that doesn’t mean you should neglect your local community in favor of a more international reach.

 You have to be where your customers are, and when it comes to e-commerce, many of your customers are probably local.

Local online commerce is only going to grow as more people turn to the web for everyday needs. According to recent research, 55% of all online searches are conducted from mobile devices, and half of those searches are related to location. As more people continue preferring the convenience of their mobile devices for retail shopping, more retailers will focus on local e-commerce.

For local businesses, this means it’s time to start thinking about how you can meet your customers where they already spend their time — online.

 If you want your business to thrive in this digital age, you need to know how to use modern e-commerce methods

The word “e-commerce” can be intimidating, especially if you’re a local business owner who doesn’t really understand the lingo. But don’t be fooled. E-commerce is not just for big companies anymore.

Recent studies have shown that consumers are researching and purchasing products from local businesses online in record numbers. If you want your business to thrive in this digital age, you need to know how to use modern e-commerce methods to get yourself out there and stay competitive with other local businesses.

 E-commerce is a booming business, and if you want your business to thrive in this digital age, you must know how to use modern e-commerce methods.

It’s not enough just to sell online. You have to use all the tools at your disposal. This survival guide for local businesses will help you get started with some of the best ones.

 E-commerce can be an excellent way to expand the reach of your business. If you’re struggling to compete with large companies selling the same products, don’t give up hope. Use your resources wisely, invest in technology, and use social media to build a network around your brand. You may not make as much profit on each sale, but you’ll still have a competitive advantage over many businesses that have failed to evolve with the times.

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[kennethjpool89]

Creating a Successful Video Marketing Strategy

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[kennethjpool89]

10 Reasons Your Small Business Should be Using Video Marketing

There are so many online marketing opportunities that deciding where to focus marketing efforts can be tricky. The limited resources of small businesses compound this problem. After all, there are only 24 hours in a day, and you are probably working with a limited marketing budget. However, video marketing is one option that a small business would be ill-advised to ignore.

Video marketing provides an unrivaled way to connect with customers and prospects. Videos are engaging, cost-effective, and can be repurposed many times. What’s more, creating excellent video content is not beyond the reach of a small business. All you need is planning, a decent-quality camera, and a bit of creative flair. If you are still not convinced of the value of video marketing, read on. Here are ten compelling reasons to add video content to your content marketing strategy.

 1. More Personal

One of the most significant challenges in marketing is connecting with the target audience. And it’s not easy to make a connection with the written word. On the other hand, videos provide an opportunity to communicate with an audience face to face, if not in person, making video content feel more personal than written content.

 2. Builds Trust

When people read text on a page, they have no idea who wrote the words and no way of gauging the writer’s sincerity. That is why face-to-face sales meetings are so valuable. Of course, in-person meetings may be impracticable in many scenarios. But videos can do the same job as face-to-face meetings, building trust by showing the human face behind the words.

 3. People Prefer Watching to Reading

In years gone by, the written word was everything. People read books for entertainment and newspapers to keep up with current events. Like it or not, though, visuals have overtaken the written word. Many people would rather watch TV than read a book, for example. And, that trend extends to marketing material, too. Given a choice, most people will watch a video rather than search through a page of text for what they need.

 4. Videos Can Explain Anything

Video allows you to use many visual aids to explain things. For example, you can use graphics, animations, real-life demonstrations, and the spoken word. Combining all these tools can make explaining things far easier than in written words alone. Explanations can also be far more impactful. For example, telling someone a 4×4 vehicle can handle any terrain is nowhere near as convincing as showing a 4×4 climb a steep mountainside.

 5. Video Engages a Broader Audience

Sometimes, people cannot be bothered to read written content. There may also be people who are vaguely interested in your products or service, but not enough to spend any time reading advertisements or blog posts. Video content takes little effort to view, though, so it can reach people without the time or inclination to read written content.

 6. Encourages Social Shares

You will find that people share videos far more often than they share other types of content. That is especially true if the video is funny or reveals little-known exciting facts. Shared content increases brand awareness and traffic to a website, and it helps search engine optimization (SEO).

 7. Video Appeals to Mobile Users

Most website visits now come from mobile devices, and mobile users love videos. Videos are easy to watch on the go, and you can pause them and come back to them later. Short videos can also be viewed while you are waiting for a bus, on a coffee break, or killing a few minutes of free time. So, if you want to reach millions of mobile users, video is the best content format.

 8. Increases Engagement

Videos are more engaging than other forms of content. Consequently, people will dwell longer on a website page with an embedded video. That improves website metrics which, in turn, can improve search engine rankings. More crucially, people who watch an entire marketing video will see the whole sales message and be more likely to make a purchase.

 9. Higher Conversion Rates

The most compelling reason to use video marketing is that it increases conversions. In a video, you can show how a product works, demonstrate it in use, and explain the benefits of the item. Indeed, according to statistics published by business2community.com, you can expect to see up to an 80% increase in conversions if you add an explainer video to a landing page.

 10. Cost-Effective

The initial cost of a professionally produced marketing video might be higher than other types of marketing materials. Still, the return on investment is significantly higher, too. And marketing videos can be repurposed and have a long useful life. And, of course, if you have the equipment and the flair, you can produce homemade video content. So, overall, most marketers agree that video marketing is a cost-effective way to generate leads and sales.

 Video marketing is a cost-effective way to increase sales. A professionally produced marketing video will only cost a few thousand dollars, putting it in the reach of small businesses. And, for that relatively small investment, you will get a valuable marketing resource that can be used on your website, social media platforms, and email marketing campaigns.

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[kennethjpool89]

10 Email Marketing Tips for Small Businesses

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[kennethjpool89]

7 Ways to Make a New Product Launch More Successful

With the global number of email users predicted to grow to 4.59 billion by 2025, it’s no surprise that service businesses are taking advantage of email marketing to generate growth. From finance, real estate, and information technology, to hospitality, healthcare, and home maintenance, every sector of the service industry depends on email marketing to attract, engage, and retain customers.

However, not every service business follows email marketing best practices, something that can undermine results. If you think your email campaigns could be doing a lot more to bring in business, keep in mind the following seven golden rules to maximize results.

 1. Optimize Your Welcome Emails

Automated welcome emails should be sent to customers as soon as they sign up for your list. In a large 2020 study, the average open rate for a welcome email was around 86 percent — much higher than the open rate for a standard email. For this reason, the welcome email is one of the best opportunities you’ll have to introduce your services and convince people to engage with your business.

The most effective welcome emails include the following:

A prominent business logo to familiarize customers with your brand.

A warm greeting that uses the subscriber’s name.

A brief summary of the benefits of using your service.

A call to action (CTA), whether you want users to visit a landing page, read a recent blog post, edit their email preferences, or claim an exclusive offer.

An unsubscribe link. While this is required by law, it’s also important for keeping your list “clean.”

2. Segment Your Audience

A customer that recently used one of your services might have different needs than someone who hasn’t engaged with your business for six months. This is why segmenting your email list is so important. For example, you might want to send a follow-up survey to a recent customer, whereas sending a limited-time offer to a more inactive customer might be a better option.

You might have already gathered some key information from users when they signed up, but you should also use your email marketing software to segment your list into smaller groups. As well as age, gender, and location, segment your lists based on the origin of capture, date of last service, and length of subscription. Refining your lists means you can send more personalized, relevant messages to each group.

To take things further, send users a link to your email preference center, where they can choose which types of content they receive and how often. Fortunately, most email marketing platforms will automate some of these processes.

 3. Create Relatable Copy

One of the worst things you can do as a service business is to write copy that customers can’t relate to. Ultimately, you need to show that you understand your customers, so writing jargon-free, a relatable copy should always be one of your top priorities.

How do you show that you understand the needs, fears, and aspirations of customers? First, you need to listen. Whether it’s on social media, website forums, or review sites, take the time to listen to what people are saying about your business and services. What common problems do they face? What do they expect from you? The more you understand your audience, the more you can create engaging content that connects with readers on an emotional level.

Second, don’t be afraid to regularly ask your customers for feedback. Send out email surveys to find out what people think about your services. Then let your audience know what you’ve learned from their feedback and what you’re going to do as a result. As you listen to customers, take note of the language they use, and what frustrates or pleases them. This will give you a good idea about how to talk to your customers in emails.

4. Show Your Expertise

No one knows your business like you do, so use your knowledge as an asset to highlight the value of your services. Email marketing isn’t about constant self-promotion, but there are subtle ways that you can inspire confidence from potential customers.

Throughout the year, your email editorial calendar should include content that educates, informs, and inspires your audience. Delivering a constant stream of valuable content is one of the best ways to keep your business top of mind with customers and promote customer loyalty. Here are a few examples of content to build your reputation:

Tutorials.

Product guides.

Employee spotlights.

Service update information.

Company event schedules.

Links to helpful blog content.

Interviews with team leaders.

Links to helpful YouTube content.

Customer testimonials and reviews.

Industry reports and audience surveys.

Reports on awards your business has received.

Behind-the-scenes content, such as staff photos and videos showcasing your services.

The more value customers receive from you, the more likely they’ll want to do business with you when the time is right.

5. Offer Incentives

Ultimately, you want your email recipients to get a quote online or call you to make a booking. One of the best ways to encourage action from potential customers is to offer an incentive at the right time. There are a few ways to do this:

Referral campaigns. Offer special gifts and discounts to customers who refer friends and family to your business.

Promote exclusive offers. Create a sense of urgency by offering time-sensitive deals. For example: “Book by Friday and get 10 percent off.”

Offer promotional codes for specific services. According to one study, emails with promotional codes achieved a 48 percent increase in revenue per email sent.

Remember to emphasize how customers will benefit from your service alongside CTA buttons.

6. Send Follow-Up Emails

Sending follow-up emails at the right time is a great way to remind people of your business, build brand awareness, and show that you value your customers beyond the initial transaction. There are various ways you can use follow-up emails:

To ask for feedback.

To thank customers.

To confirm service delivery.

To upsell and cross-sell your services.

To remind customers about your services.

For example:

Insurance agents can recommend additional insurance policies.

Website designers can ask for a testimonial after the completion of a project.

Plumbers can remind customers that their fixtures are nearing the end of their warranty.

The goal is not always to drive sales, but to maintain customer awareness of your company and its services.

7. Test and Analyze

Many service businesses underestimate the importance of experimenting with emails and tracking the results. No one can tell you what will resonate with your specific audience; you need to find out yourself. This is why split testing or A/B testing emails is so valuable.

Most email marketing platforms offer A/B testing tools and analytics tools, allowing you to test different variables, such as subject lines, delivery times, and CTA text. Crucially, you need to test one variable at a time. For example, send two small groups of subscribers the same email but use different subject lines for each group. Then look at your analytics data to see which email had the most open rates or which one received more click-throughs. The hard truth is that you need to continually experiment, analyze the data, and adjust your strategies accordingly to maximize results.

 Grow Your Service Business with Email Marketing

For service businesses, there’s no magic formula for the perfect email. However, following the best practices outlined here is a good place to start and will hopefully help your business stand out in a competitive marketplace. If you follow these guidelines, track your results, and fine-tune your strategies, you should be able to engage more of your subscribers, increase your sales, and build a more loyal customer base.

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[kennethjpool89]

The Marketing Guide For Landscapers March 2022

This Month's FREE Marketing Guide for Local Business Owners

This month Feature Article

7 Ways To Make A New Product Launch More Successful

Also inside this months

10 Reasons Your Small Business Should Be Using Video Marketing

Three Ways To Generate Company Blog Post Ideas

E-commerce Survival Guide For Local Businesses

The Basics Of Content Marketing And Why Every Business Needs It.

10 Email Marketing Tips For Small Businesses

Creating A Successful Video Marketing Strategy

Infographic: Influencer Marketing 101

Click here to Download this Magazine

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[kennethjpool89]

10 Tips to Boost Sales by Cross-selling and Upselling

Would you like to add onion rings? Do you want to supersize that? Those phrases, familiar to everyone, are excellent examples of cross-selling and upselling. Accepting those offers will only add a few dollars to your order. Nevertheless, you can be sure that upselling and cross-selling add a significant sum to the bottom line of outlets that employ the techniques.

Cross-selling and upselling can be used by almost any type of business. But your timing must be perfect, and you need to offer the right products. Here are some tips on cross-selling and upselling to increase sales and profits.

 What Is Cross-selling

Cross-selling is the practice of selling products complementary to the original order. Generally, the items will be related to the item ordered but fulfill a different need. For example, a financial advisor selling you a mortgage is also likely to offer you life insurance.

 What is Upselling?

Upselling is offering customers a product that might better suit their needs. And, of course, the product suggested will be a premium product. Supersizing your meal, for example, is an upsell. Products available free with a premium upgrade that provides enhanced functionality are another example of upselling.

 How to Upsell and Cross-sell like a Pro

The idea behind cross-selling and upselling is straightforward. You are tempting customers with more products. However, presenting buyers with random products is unlikely to succeed. Here are some pointers to help you fine-tune a cross-selling or upselling strategy.

 1. Wait Until the Original Order is a Done Deal

The objective is to make cross-sells and upsells additions to the purchase, not an alternative. If you offer too many options before the sale is complete, you may sow the seeds of doubt and lose the entire order. It is, therefore, best not to offer additional products until you have all the necessary information to finalize the original order. For example, on an e-commerce site, you would present the buyer with the products at checkout.

 2. Follow the 25% Rule

You are attempting to tempt buyers into increasing the value of the order. However, your customer will have already decided that their purchase will meet their needs and is within their budget. Consequently, you want to offer something that will only add slightly to the total value of the order. The magic number that will generate the most add-on sales is 25% of the original order value or less.

 3. Offer Only Relevant Products

It is crucial that you only offer products relevant to the original purchase. Suppose your customer is buying a dress shirt, for example. In that case, they might be interested in purchasing some studs or cufflinks. Offering unrelated products is unlikely to be successful. It could also distract the customer from completing the original order.

 4. Limit the Choices

It is best to limit cross-sells and upsells to a handful of options because offering too many choices will confuse customers and deter them from completing the original order. Checkout or order completion still needs to be as painless as possible. So, upgrading or adding new products to the order should require minimal effort on the part of the customer.

 5. Offer Added Value

Cross-selling and upselling should not be seen as a way of offloading substandard or slow-moving items in your product range. Your add-on products should be adding value to a customer’s purchase. And it is that added value that you should be pushing when you present the customer with the option to add something to their order. The message you are conveying is that the buyer can significantly increase the value of their order while only slightly increasing the total purchase cost.

 6. Time-Limit Offers

Time-limited special offers create a sense of urgency and encourage customers to select the add-on products and complete their purchase. For example, messages such as “Upgrade today and save 20% on your total order” would be an enticing proposition. However, you need to ensure that such an upsell increases profits overall.

 7. Offer Tiered Upgrades

People have varying budget flexibility. Some people might be tempted by the super-premium offer you have for them. Others, though, might have limited flexibility in how much they are willing to spend. Consequently, offering a small range of upsells or cross-sells at various pricing levels increases the chances of a customer purchasing one of those add-on options.

 8. The Customer Comes First

Cross-selling and upselling are not tactics to con a customer into parting with more money. Instead, these strategies are best used to help customers find products that meet their needs and get the best value for money. Aggressive sales tactics and misleading advertising will get a brand a bad reputation and eliminate the possibility of repeat business. It is best to put the customers’ needs first when planning cross-sells and upsells while, of course, keeping the objective of increasing profits in mind.

 9. Don’t Overdo It

As already mentioned, offering too many choices can be counterproductive. Pushing an upsell or cross-sell at every opportunity can be equally unproductive. The offer of an additional product or service should be helpful to the customer, not a blatant effort to extract more money from a customer.

 10. Consider the Various Timing Points

Finally, checkout or the signing of an order is not the only time you can cross-sell or upsell. There may be opportunities to sell upgrades and additional products pre-sale and post-sale. For example, providing a menu of varying service levels pre-sale might entice customers to go for the premium option. Post-sale follow-up emails can also be used to prompt customers to buy upgrades or complementary products.

 Conclusion

Cross-selling and upselling are tried and tested methods of increasing sales and profits. Both techniques are best used to ensure the customer wins when they upgrade or add to their purchase. The application of these methods will vary depending on the type of products or service you are selling. But the fundamental principles apply to almost any sector. Hopefully, the above tips will help you see how you can use cross-selling and upselling to increase your profits.

 The post 10 Tips to Boost Sales by Cross-selling and Upselling appeared first on Landscapers Web Marketing.

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[kennethjpool89]

10 Tips to Boost Sales by Cross-selling and Upselling

Would you like to add onion rings? Do you want to supersize that? Those phrases, familiar to everyone, are excellent examples of cross-selling and upselling. Accepting those offers will only add a few dollars to your order. Nevertheless, you can be sure that upselling and cross-selling add a significant sum to the bottom line of outlets that employ the techniques.

Cross-selling and upselling can be used by almost any type of business. But your timing must be perfect, and you need to offer the right products. Here are some tips on cross-selling and upselling to increase sales and profits.

 What Is Cross-selling

Cross-selling is the practice of selling products complementary to the original order. Generally, the items will be related to the item ordered but fulfill a different need. For example, a financial advisor selling you a mortgage is also likely to offer you life insurance.

 What is Upselling?

Upselling is offering customers a product that might better suit their needs. And, of course, the product suggested will be a premium product. Supersizing your meal, for example, is an upsell. Products available free with a premium upgrade that provides enhanced functionality are another example of upselling.

 How to Upsell and Cross-sell like a Pro

The idea behind cross-selling and upselling is straightforward. You are tempting customers with more products. However, presenting buyers with random products is unlikely to succeed. Here are some pointers to help you fine-tune a cross-selling or upselling strategy.

 1. Wait Until the Original Order is a Done Deal

The objective is to make cross-sells and upsells additions to the purchase, not an alternative. If you offer too many options before the sale is complete, you may sow the seeds of doubt and lose the entire order. It is, therefore, best not to offer additional products until you have all the necessary information to finalize the original order. For example, on an e-commerce site, you would present the buyer with the products at checkout.

 2. Follow the 25% Rule

You are attempting to tempt buyers into increasing the value of the order. However, your customer will have already decided that their purchase will meet their needs and is within their budget. Consequently, you want to offer something that will only add slightly to the total value of the order. The magic number that will generate the most add-on sales is 25% of the original order value or less.

 3. Offer Only Relevant Products

It is crucial that you only offer products relevant to the original purchase. Suppose your customer is buying a dress shirt, for example. In that case, they might be interested in purchasing some studs or cufflinks. Offering unrelated products is unlikely to be successful. It could also distract the customer from completing the original order.

 4. Limit the Choices

It is best to limit cross-sells and upsells to a handful of options because offering too many choices will confuse customers and deter them from completing the original order. Checkout or order completion still needs to be as painless as possible. So, upgrading or adding new products to the order should require minimal effort on the part of the customer.

 5. Offer Added Value

Cross-selling and upselling should not be seen as a way of offloading substandard or slow-moving items in your product range. Your add-on products should be adding value to a customer’s purchase. And it is that added value that you should be pushing when you present the customer with the option to add something to their order. The message you are conveying is that the buyer can significantly increase the value of their order while only slightly increasing the total purchase cost.

 6. Time-Limit Offers

Time-limited special offers create a sense of urgency and encourage customers to select the add-on products and complete their purchase. For example, messages such as “Upgrade today and save 20% on your total order” would be an enticing proposition. However, you need to ensure that such an upsell increases profits overall.

 7. Offer Tiered Upgrades

People have varying budget flexibility. Some people might be tempted by the super-premium offer you have for them. Others, though, might have limited flexibility in how much they are willing to spend. Consequently, offering a small range of upsells or cross-sells at various pricing levels increases the chances of a customer purchasing one of those add-on options.

 8. The Customer Comes First

Cross-selling and upselling are not tactics to con a customer into parting with more money. Instead, these strategies are best used to help customers find products that meet their needs and get the best value for money. Aggressive sales tactics and misleading advertising will get a brand a bad reputation and eliminate the possibility of repeat business. It is best to put the customers’ needs first when planning cross-sells and upsells while, of course, keeping the objective of increasing profits in mind.

 9. Don’t Overdo It

As already mentioned, offering too many choices can be counterproductive. Pushing an upsell or cross-sell at every opportunity can be equally unproductive. The offer of an additional product or service should be helpful to the customer, not a blatant effort to extract more money from a customer.

 10. Consider the Various Timing Points

Finally, checkout or the signing of an order is not the only time you can cross-sell or upsell. There may be opportunities to sell upgrades and additional products pre-sale and post-sale. For example, providing a menu of varying service levels pre-sale might entice customers to go for the premium option. Post-sale follow-up emails can also be used to prompt customers to buy upgrades or complementary products.

 Conclusion

Cross-selling and upselling are tried and tested methods of increasing sales and profits. Both techniques are best used to ensure the customer wins when they upgrade or add to their purchase. The application of these methods will vary depending on the type of products or service you are selling. But the fundamental principles apply to almost any sector. Hopefully, the above tips will help you see how you can use cross-selling and upselling to increase your profits.

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[kennethjpool89]

10 Steps to Get Your First Influencer Marketing Campaign Underway

Surveys have found that 40% of consumers have purchased a product after seeing it promoted by an influential figure on social media. So, there is no denying the power that social influencers have. But influencer marketing is still uncharted territory for many businesses. And one of the reasons why so many companies have yet to try influencer marketing is they don’t know where to start.

Creating and managing an influencer marketing campaign requires a slightly different approach to other types of advertising. For a start, you are dealing with individuals rather than advertising companies or agencies. Plus, the cost of influencer campaigns can vary considerably and be subject to a lot of negotiating. But the primary objective of achieving the best possible return on investment (ROI) is the same as with any marketing campaign.

So, how do you go about approaching influencers? How do you ensure that you don’t overspend and what you spend is not wasted? Here is a ten-step guide to starting your first influencer marketing campaign.

 1. Define the Goals and Budget

The first step towards a successful influencer marketing campaign is defining the goals. And that is no different from any other marketing or advertising campaign. So, you need to decide if you are targeting sales, aiming to increase brand awareness, or want to generate leads.

Then, you need to quantity those targets to create measurable key performance indicators (KPIs) against which you can judge the campaign results. It is also crucial that you define and work within a budget for your influencer marketing campaign.

 2. Identify Your Target Audience

Next, you will need to identify your target audience. And you will need to understand your audience, know which social media platforms they use, and determine what types of content will interest them.

Knowing your audience will help you find suitable influencers operating on the right platforms. And it will help you identify the best types of content to use in your influencer marketing campaign.

 3. Identify Potential Influencers

Finding the right influencer can be the most challenging aspect of influencer marketing. However, there are several ways that you can search for influencers in your niche.

You can start by looking at your social media followers for potential candidates. And you can look at relevant hashtags, mentions of your brand, or search on Google. There are also online tools available for identifying influencers. Or you could employ the services of an influencer outreach agency.

There are different levels of influencers you might want to consider. There are, of course, well-known celebrity influencers, but they will be expensive. However, plenty of lower-profile influencers may also wish to monetize their social media profiles. These less prominent influencers, known as micro or nano influencers, will have fewer followers. But their followers are usually more engaged, the cost of marketing on their channel will be significantly less.

 4. Vet Influencers

Once you have identified an influencer, you will need to vet them to ensure their suitability for your needs. Firstly, consider if the influencer aligns with your brand values. And then look at how many followers they have, what levels of engagement their posts attract and look at the other products they have promoted. Remember, you will be associating your brand with the influencer, so you must pick the appropriate individual for your brand.

You should also be aware that there are fake influencers around. These are people who have bought followers, views, and likes merely to attract advertising opportunities. So, look at a sample of the followers to determine if they are real people or dummy accounts. And consider if the volume of genuine engagement makes sense for the number of followers.

 5. Decide on the Campaign Type

There are several ways that you can compensate influencers for their promotional work. And these compensation models will help you determine the type of campaign you want to run.

One option to consider is an affiliate marketing campaign. With this option, the influencer will earn a commission on any sales made when someone clicks on an affiliate link in the content. You can also use affiliate links in conjunction with discount codes.

Alternatively, some influencers will accept products for review. This type of model is often used in “unboxing” videos that you might have seen on YouTube. The influencer may take a sample of the product in place of payment. Or the product giveaway may be used along with an affiliate link.

Another option is sponsored content. With this model, you pay the influencer to product content on your behalf. Or, if the influencer has a blog, they may accept sponsored guest posts.

 6. Build a Relationship with Influencers

Influencers are unlike other advertising platforms. The more established influencers might have rate cards and be adept at monetizing their channel. However, they are real people with loyal social media followers, and they care about what they promote to those followers. And staying on-brand is as important to an influencer as it is to any other brand.

So, it is best to build a relationship with influencers before you reach out with a marketing proposal. Follow their channels, for example, and comment on their content. You could share some of their posts with your followers and mention the influencer in some of your posts. Let an influencer get to know your brand first, and they will probably be more receptive when you approach them about sponsored content.

 7. Make Your Pitch

Then, once you have identified an influencer, you can then approach them with your marketing plans. But remember that you are selling to them as well as asking for some advertising. So, make your pitch for a mutually beneficial collaboration rather than merely requesting some advertising space or time. And stress how your product aligns with the influencer’s values and content.

Pitches should be clear and straightforward. Explain what the influencer gets out of the arrangement. And be clear about what you expect, too. And it helps to have some sense of urgency in your proposal, so include a deadline for responses or a proposed schedule. But, above all else, make it personal and be genuine. And a little bit of ego-stroking won’t go amiss, too.

 8. Start the Campaign

Once you have found and vetted a suitable influencer, you can start your influencer marketing campaign. So, first, you will need to work with the influencer on the format and timing of the content. And it is advisable then to stay in touch with the influencer to check on progress and see if any further input is needed.

In most cases, the artistic side of content creation will be the influencer’s responsibility. This approach is somewhat different from other types of advertising because you must step back from the creative process. You still have some say in the content. However, it would be best to avoid trying to micromanage an influencer.

 9. Amplify the Content

Once the content has been produced, you can amplify it by sharing it on your social media feeds and website. You might also want to combine an influencer marketing campaign with traditional advertising and an email campaign.

Reposting the content will generate more engagement. And, if the influencer is well known, reposting the content will also boost the credibility of your brand.

 10. Monitor the Results

Finally, you will need to track the results against the targets you set. Your outcomes might be measured in terms of sales through an affiliate link, take-up of a discount code, leads, or increased traffic to your website.

The results will indicate how successful the campaign was. And that will help you decide if you chose the right influencer and allow you to modify your strategy if needed for future campaigns.

 Conclusion

Running an influencer campaign does require a slightly different approach to traditional advertising. However, the fundamental principles of defining the target market, choosing the right platform, and measuring ROI are the same. And the rewards can be significant if you choose the right influencer.

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[kennethjpool89]

5 Simple Ways to Entice Your Readers with Irresistible Blog Post Titles

In the busy age of TLDR (Too Long, Didn’t Read), your blog posts face a tsunami of competition for the attention of your target readers. From dawn to dusk, hundreds of Tweets, posts, emails, and videos vie for their attention. So how can you stand out?

In large part, people choose what to read based on the titles they glance at. Compelling titles stand a chance. All the rest disappear into the ether, ignored and forgotten forever.

Fortunately, it doesn’t take much to create an effective blog post title. You don’t need to be a master marketer or an experienced writer. All you need is a few handy, time-tested techniques. The following five methods will ensure that your posts are the ones that get clicked, read, and shared.

 1. Use Impactful, Seductive Words

There are certainly powerful, emotive words that naturally draw our attention. In your titles, try to use words such as free, surprising, amazing, latest, memorable, awesome, killer, mind-blowing,’ and so on. For example:

7 Killer Copywriting Sales Page Templates

This Surprisingly Simple Trick Will Remove Your Coffee Stains Faster

With the hectic pace of our modern lives, we’re all a little time-starved, so it pays to offer speed and simplification. You can do this with words such as easy, steps, step-by-step, ways, practical, kickstart, immediate, faster, cheat-sheet, shortcut, guide, ultimate guide, and so on. For example:

6 Easy Ways to Negotiate a Discount on Your Next Airbnb Rental

A Simple Step-By-Step Guide to Decluttering

We’re also drawn to any hint of rare and lesser-known knowledge. You can offer this with words and phrases such as secret, little-known, …that no one will tell you, …used by industry leaders. For example:

Did You Know This Little-Known Secret to Curing Vitiligo?

9 Effective Sales Techniques Used by Automobile Industry Leaders

 Don’t Forget the Most Powerful Word of All

Whenever you can, use the most seductive word in the English language. Can you guess what it is? That word is “you,” followed closely by “your.”

In the split second, it takes us to glance at a title, if our eye catches the word “you,” then something in our brain lights up. This is especially true if the topic also relates to a genuine problem we have or something we strongly desire at that moment. The combination of a highly targeted topic and the magic word “you” is simply irresistible.

To illustrate, compare the following two titles and decide for yourself which one sounds more intriguing:

How to Double the Success of a Blog in 60 Days

How to Double the Success of Your Blog in 60 Days

 Is B2B different?

Of course, the kind of wording you use depends upon your market. Business to business (B2B) blogging naturally tends to be more formal in tone than business to consumer (B2C).

Even with B2B, however, remember that you’re writing to an individual with emotions and personal problems, not merely a faceless business entity (more on this in tip 4 below). You can still use emotive words and language to intrigue them.

 2. Arouse Curiosity with Numbers

When used in a title, numbers promise brevity, something that is easy to scan and consume. Numbers suggest a well-thought-out and organized piece, and rightly so. Here are some examples:

6 Little-Known Secrets to Softer, Smoother Skin

The 13 Best Tools for Finding Underserved Affiliate Niches

5 Effective Ways to Fall Asleep Faster

As soon as we see the number in a title, we think there must be some value therein. If there’s a list of 10 solutions, even if we know most of them already, we think surely there must be one or two new ideas. It must be worth a glance. Our aroused curiosity compels us to click.

 3. Ask an Intriguing Question

Our minds are question-answering machines. Whenever we hear or read a question, neurons fire off, grasping at answers.

If the question is provocative and something the reader is often asking themselves, it’s very hard to turn away from that promised answer, just a short click away.

You might make the entire title a question, such as:

Why Is Your Bathroom Mold Not Going Away?

How Do Pilots Deal with Jetlag?

When Should You Sell Your Niche Site?

You can also start the title with a question, then promise an enticing answer after it:

Bored With Your Job? These 15 Apps Are All You Need to Find a Better One

Overly Complex CRM Process Losing You Money? Here Are 5 Ways to Streamline Your System

You can even double up, asking two questions in a single title:

What Are KGR Keywords and Why Should You Care?

 4. Promise a Clear Benefit

The very best titles speak to the deeper need behind the topic. If you can, try to explain how the content will truly benefit the reader’s life, and how it will contribute toward their broader goals.

If your audience wishes to slim down, for example, it might be to look great in a swimsuit this summer. Or it might simply be to feel more confident. So, in your title, don’t only promise to get them into shape, also mention the larger, exciting end-goal, and you’ll have them hooked. For example:

3 Simple Steps to Look Amazing in Your Swimsuit This Summer

10 Ways to Slim Down Fast and Feel Truly Confident in Yourself

 What Keeps Them Up at Night?

The key to knowing which benefit to mention is to know your reader really, really well. Pay close attention to their wants and wishes. Understand what problems keep them awake at night. Know the exact words they use to describe those problems.

You gain this insight by staying in close communication with your customers and audience, by always reading comments and reviews, and also by spending time in forums and social media groups.

This method applies to B2B blogging as well. Your reader, no matter their position and job title, is an individual with problems and worries related to their job. Find out who your ideal reader is within your target company and speak to that exact individual. Offer to help them with their personal struggles and goals, stated loud and clear in your titles.

 5. Help Them Avoid Pain

So far, we’ve spoken of offering promises and benefits. But people also want to avoid errors, embarrassment, wastage, and pain. In fact, sometimes this need for avoidance is an even stronger driver for action.

You can simply use the word “mistakes” in your title, and you’re bound to get clicks. In a similar vein, you can use the terms stop doing…, stop ruining…, stop being…, or stop believing these myths.

You might also warn of a problem people are experiencing, and the awful potential results of that problem. Here are a few examples:

Are You Making These 3 Costly Digital Marketing Mistakes?

Stop Killing Your Tomato Plants with This Common Watering Problem

10 Myths Every Yoga Instructor Should Stop Teaching NOW

5 Dangerous Computer Viruses to Watch Out For in 2022

 It doesn’t take advanced writing skills to make your blog post titles more enticing. Anyone can do it. Implement a few of these five simple title techniques, and you’ll soon have readers clicking, reading, and eager for more.

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[kennethjpool89]

How to Create a Strong Company Culture and Employee Engagement

A strong company culture is important for employee engagement. A company culture can be created by intentionally deciding what values you want to represent, the type of workplace environment you want to create, and the type of people you want to work with. What kind of values your organization wants to embody is also important, as well as how your employees will work with one another, and what type of people they will be exposed to on a daily basis.

It is essential for organizations to define their core values in order for them to stay consistent and focused on their goals every day.

A company culture helps an organization foster positive interactions among employees that creates high morale, which leads to increased productivity.

Companies should create employee value statements that are honest and specific in order to get the most out of their employees

 Step 1: Set the Tone for the Company’s Culture

In order to have a company culture, you need to have a company. At the same time, the company needs creative people. And creative people need the freedom to get their work done. To get creative, there should be some kind of environment that is free from rigid structures and rules.

A workplace culture is an environment where employees feel like their voices are heard and they are cared for. It’s also about having fun but in a productive manner. Management has to set the tone by showing up to work with passion and enthusiasm for their job. Employees will follow suit.

Culture starts at the top, so leaders need to be willing to take risks and try new ideas if they want their company culture to grow. Giving employees freedom is one of the keys to creating a healthy workplace; it allows people to explore what they’re passionate about while meeting deadlines.

One way to create a friendly and inviting workplace is to provide a relaxed environment with music and comfortable couches for employees to work on. Other ways include adding personality to the office with decorations, adding a variety of snacks for employees, or even getting a pet that can be around during breaks or lunchtime. These are all great ways to make your company’s workspace more inviting and friendly because they show employees that you care about them as people not just as workers.

 Step 2: Communicate the Goals and Values of the Company

Communicating company values and goals is the responsibility of every employee.

The company’s values and goals should be communicated to employees on a regular basis, to ensure that the company’s culture is anchored in their minds. This also ensures that employees get a clear idea of what they need to do in order to achieve the goals of the company.

 Step 3: Embrace Diversity and Inclusion and Encourage Employees to Share Their Ideas

Diversity and inclusion are not only about the composition of the workforce. It is about how they work together. It’s about recognizing different perspectives, ideas, and skills. It’s about bringing people together so they can create better outcomes.

There are many ways to encourage employees to share their ideas. One way is to have an open office space, so people can easily see what others are working on. Another example is a company-wide brainstorming session, where employees can share their ideas anonymously online.

 Step 4: Value People Over Technology

People often say that technology is making humans redundant. But the opposite is true. It’s actually humans who are making technology better.

They share information on how they use the technology and the outcome of their usage. They also make sure that they are trained enough to use it correctly and get more out of it. Humans are not perfect, but most will the best with what they have to make sure that technology improves for everyone’s sake.

 Step 5: Support Employees to Grow Meaningful Relationships Outside Work

People are forced to work overtime for many reasons, but the most common is the need for money. To solve this problem, companies should not only offer employees competitive pay but also offer benefits to help improve their quality of life. Benefits such as paid time off, childcare assistance and good healthcare can help employees have a more consistent work-life balance so they can focus on their personal life as well.

Companies should also encourage employees to maintain relationships outside of work in order to reduce conflicts with co-workers. Some companies do this by creating social events for employees to get together outside of work or by implementing flexible hours that allow workers to have more free time during the day.

 Step 6. Encourage Employees to Develop Skills That Benefit Themselves & the Company

Building and developing skills is fundamental to advancing in a career and can also directly contribute to the success of a company. Skills development transforms employees into more valuable assets to their company. To benefit themselves and the company, employees should take steps such as:

Building relevant skills that will help grow their personal value to the company (i.e., data analysis, project management)

Learning skills that will allow them to work smarter (i.e., public speaking, negotiation)

Developing other skills that will make them more valuable at work (i.e., writing, presentation)

 Step 7. Celebrate Successes and Give Thanks to Those Who Contribute

The end of the project is always a time filled with mixed feelings. You’ve achieved something that seemed impossible and yet you feel like it’s not enough; there will never be enough time for everything you wanted to do. At the same time, you want to take this opportunity to show your appreciation and gratitude for everyone who has contributed, in some way or another, toward this achievement.

It’s important that we take a moment to celebrate our success with others.

Culture is a powerful thing and a force that can create a great company. It’s important to invest in a positive culture and take care of it.

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[kennethjpool89]

The Marketing Guide For Landscapers February 2022

This Month's FREE Marketing Guide for Local Business Owners

This month Feature Article

3 Effective Marketing Channels To Use For Your Small Business In 2022

Also inside this months

5 Simple Ways To Entice Your Readers With Irresistible Blog Post Titles

10 Steps To Get Your First Influencer Marketing Campaign Underway

10 Tips To Boost Sales By Cross-selling And Upselling

Email Marketing For Service Businesses: Seven Golden Rules To Boost Results

Infographic: 8 Tips For Eye-Catching Social Media Graphics

Click here to Download this Magazine

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[kennethjpool89]

10 Steps to A Successful SMS Marketing Campaign

Short Message Service (SMS) marketing is more effective than you might have thought. Sure, this method of reaching a target audience has been abused by some organizations. After all, who hasn’t occasionally received unwanted spam text messages from advertisers? But then, the same can be said about email marketing. Even so, SMS marketing can yield dramatic results.

The first advantage that you gain with SMS is the immediacy of the medium. Most people have their phones with them 24/7. So, 90% of SMS messages get read within three minutes of receipt. The second advantage is the reach of SMS. It has been estimated that 97% of Americans own a cell phone.  And even phones that are not “smart” can receive SMS messages.

So, there is plenty of evidence to suggest that SMS marketing works. But how do you go out planning and implementing an SMS marketing campaign? Here are ten steps to ensure that your next SMS campaign is a roaring success.

 1. Define Your Goals

As with any marketing campaign, the first step is to define your goals. And the best way to formulate plans is to use the SMART goal approach. The object of that approach is that your goals must be Specific, Measurable, Achievable, Relevant, and Time-bound. Setting targets will enable you to create focused marketing campaigns and measure the success of those campaigns.

 2. Set and Tick to Opt-In Rules

SMS marketing must be permission-based. So, recipients of your messages must have opted-in to your SMS channels. And it would help if you offered users an opt-out option, too.

There are various legitimate ways of building an SMS mailing list. You could ask for opt-in at checkout on an eCommerce website, for example. Or you can have subscription prompts on your website or social media profiles. Either way, a subscriber must explicitly opt-in to an SMS marketing list.

 3. Know Your Audience

You need to pitch an SMS marketing message in the right way for your audience. So, consider what drives a person to purchase your products. What are their concerns and pain points? And what type of people are they? When you understand who your audience is, you can write SMS messages that resonate with those individuals.

 4. Segment Your SMS Mailing List

If you send irrelevant SMS messages to people, you will have a high opt-out rate. So, it is best to segment your SMS subscriber list to ensure targeted messaging. You could segment subscribers based on gender, location, items purchased, for example. Or you could categorize subscribers based on questions asked at the point of subscription.

 5. Decide on Message Frequency

Subscribers to an SMS marketing service will have given their permission for you to text them. However, text messages from businesses can become annoying if they appear on your phone too frequently. So, you need to consider the frequency of your SMS marketing messages carefully.

Generally, it is best to consider what would typically trigger a person to think about your product. Some products would usually be purchased monthly, for example. In which case, a monthly marketing message would be appropriate. In comparison, some products will be seasonal. So, sending messages immediately before the seasonal event would be most effective.

 6. Get the Timing Right

The time of day you send SMS marketing messages is also crucial. For example, people at work are less likely to read a marketing message during working hours. However, sending late-night marketing messages will annoy people. So, once again, consider what days and what time of day your target audience might be more receptive to a marketing message from your business.

 7. Don’t Get Boring

As mentioned above, the open rate for SMS messages is far higher than it is for emails. You can assume with some certainty that your marketing messages are being read. So, there is no need to tell a subscriber about the same offer repeatedly.

There are some occasions when reminders will be appropriate. For example, you might want to remind subscribers once a month that they could save money by taking up a special offer or switching to a lower tariff. But it would be a mistake to bug someone with this information daily.

 8. Write Compelling Messages with Calls to Action

You will only have people’s attention for a short period. So, marketing messages sent by text must be short and sweet. And you must get to the point in the first few words. So, if your message is a special offer, start the message with what the recipient can save. And time-limit special offers to increase the sense of urgency.

It must also be clear what the recipient must do next. So, include a compelling call to action (CTA) in your marketing message. Most people own smartphones now, so your CTA could be a link to direct a user to your website.

 9. Be Consistent

Consistency is crucial in SMS marketing. For example, it is best to avoid sending too many messages at once, followed by none. So, create a schedule for your SMS marketing messages. And try to adopt a constant tone in the wording of all your marketing messages.

 10. Analyze the Outcomes

At the end of an SMS marketing campaign, analyze the outcomes and compare them to your SMART objectives. Analyzing the results will help you calculate your return on investment (ROI) and indicate where you might need to refine your approach for future campaigns.

 SMS marketing can be highly productive. However, you must have a customer opt-in before you add them to your marketing list. And your marketing messages must be relevant and compelling. And remember, there is nothing worse than being woken up by a marketing message on your phone! So, it is best to avoid messaging late at night or early in the morning.

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[kennethjpool89]

10 Content Ideas to Boost Engagement on Your Facebook Business Page

The best way to increase Facebook engagement is to post engaging content that your audience will enjoy. However, coming up with fresh ideas can be challenging. So, if your Facebook business page is looking neglected, read on. Here are 10 Facebook content ideas to increase engagement on your business page.

 1. Tell Stories

Too much promotional content makes a Facebook business page dull. Branch out and tell some of the stories that your audience will love to read. How did you get started in business, for example? What good causes do you support? Or perhaps some of your employees have a tale they could tell? Getting personal is an excellent way of connecting with an audience. And if your story resonates with enough people, your post might even appear on the Facebook newsfeed.

 2. Go Behind the Scenes

Yes, you probably will have read this tip before. But have you followed up on this little gem of a content idea? People love to take a peek behind the scenes. So, consider posting some insider views of your business on Facebook. There are many potential topics for this type of post. You could explain how your product is made, for example. Or, how about introducing some of the backroom team to your customers. Bloopers and fails always go down well, too, so long as they don’t reflect poorly on your brand.

 3. Creative Product Photos

Filling your Facebook book page with product advertisements is not such a good idea. However, if you can place your products in interesting situations, that can make an excellent Facebook post. Creative product photos can also be used on Instagram. Consider how you could artistically present your products. Or reach out to customers to see if they have any unusual photos of your products in use. Creative product photos provide a way of showcasing your products in an entertaining, non-promotional way.

 4. Infographics

Infographics frequently get shared and are suitable content for your website and social media accounts. The time taken to create an infographic will be time well spent. You could make a graphical representation of market trends in your business. Or you could post a relevant tips infographic. When thinking about topics for infographics, consider what’s most likely to be shared. If you create a branded graphic that people value, your brand name could be shared on many websites and social media profiles.

 5. Ask Questions

There is no better way to get a response from an audience than to ask a question. For example, you could ask your customers what product enhancements they would like to see. Or you could ask for comments on a particular development in your industry. Answers to your questions might be left in the comments section. Or you could pose the question as a user poll or survey.

 6. Videos

Millions of videos are viewed on Facebook every day. And Facebook is so keen on videos that it has a dedicated video sharing page, Facebook Watch. Consider tapping into that massive potential by creating informative and entertaining video content relevant to your product or niche. You could take the behind-the-scenes idea mentioned above and turn that into a video. Quick-win videos, short videos providing valuable tips and advice, generally work well on Facebook.

 7. Create and Share Events

Creating and sharing company events is an excellent way to increase engagement on Facebook. You could set up virtual events, such as webinars, online sales, and live question-and-answer sessions. And local businesses can promote physical events such as store openings or open days.

 8. Follow Current Trends

Posting content related to current trends is likely to gain you more comments. And posts on trending topics are also more likely to appear in Facebook users’ feeds. Keep up with the trends in your industry and current national or local issues. And then post your comments, thoughts, or advice on the things currently on people’s minds.

 9. Share Blog Posts

Sharing blog posts on Facebook is not a new idea. Indeed, most social media sites are a perfect platform for promoting content.

However, merely posting a link to each new piece of content is a bit old hat. And posting the same content across all platforms is not the best approach to social media platforms.

So, when you post links to new blog posts on Facebook, add a unique description of your constant. Sell the benefits of the content, and you will get more traffic to your website.

 10. Share Other People’s Content

Finally, sharing other people’s content can increase engagement and win you some friends. Share engaging and helpful content related to your industry that your audience will value. Be careful not to exclusively share other people’s content, though. It’s better to create original material than rely solely on other people’s efforts.

Creating fresh content for Facebook can at first appear daunting. However, when you take the time to consider all of the above options, you will see that there are plenty of ways to deliver something new. And don’t forget that you can repurpose content by using alternate formats. A blog post, for example, could provide the basis for a video or infographic.

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10 Common Email Accessibility Mistakes to Avoid

According to the World Health Organization, more than one billion people across the globe live with some type of disability. That’s 15 percent, or roughly one in seven people. Due to a rise in chronic health conditions and population aging, the number of people experiencing disability is also increasing each year.

Do you know if your emails are accessible to everyone on your list? If you’re not sure, you could be alienating a significant percentage of your audience.

This guide looks at why optimizing your emails for accessibility is actually good for business and highlights various content and design mistakes that could be making your emails less accessible to potential customers.

 Why Email Accessibility Matters

There are four key reasons why failing to make emails accessible is bad for business:

A significant number of your email subscribers could have a disability

As already stated, one in seven people have some kind of physical or mental disability. Around 43 million people worldwide are blind, and 295 million people experience moderate and severe vision impairment. Color blindness affects approximately one in 12 men and one in 200 women. And it’s estimated that one in 10 people have dyslexia. With so many people living with disabilities, ignoring accessibility makes no business sense. Globally, people with disabilities have an estimated spending power of $8 trillion.

Inaccessible emails damage email conversion rates

If you don’t pay attention to the accessibility of your emails, you’re essentially sabotaging your conversion rates before you hit send.

Ignoring email accessibility can make you vulnerable to litigation

In many countries, it’s a legal requirement for businesses to make sure their content is accessible to everyone. Disability rights legislation such as the U.S. Americans with Disabilities Act, the Equalities Act of Great Britain, and the Disability Discrimination Act of Australia ensure people with disabilities aren’t unduly disadvantaged in their daily lives. Failure to comply opens you up to possible legal penalties.

Accessible emails improve the user experience for everyone

Accessible content is generally more organized, more readable, and more user friendly for everyone. As a result, more people are likely to engage with your business over a longer period of time.

 Following are ten common email accessibility mistakes to avoid with tips on how to correct them.

An insufficient contrast ratio

Contrast ratio is essentially the degree of difference between the background color and foreground color. In emails, the foreground color is usually the color of text or graphics. If the contrast ratio is too low, people who can’t see certain colors or have other vision impairments may struggle to read your text.

Accessibility experts recommend a contrast ratio of at least 4.5 to 1. There are various online contrast checker tools you can use to test your emails. The WebAIM tool, from the Institute for Disability Research, Policy, and Practice at Utah State University, is a good place to start.

To help dyslexic readers, avoid bright white backgrounds – use pale tones such as cream or light gray instead.

 Relying on colors to convey specific messages

Don’t simply use a different color for text hyperlinks or call-to-action (CTA) buttons to make them stand out. People who are color blind or have low vision won’t always notice the difference. To avoid confusion, underline hyperlinks and use plenty of white space around CTA buttons. Also, consider adding an arrow pointing to the CTA button, or make the CTA text bold.

 Justified text

Justified text can create irregular spaces between letters and words, making it harder to read for dyslexic users. To improve the readability of your emails for everyone, use left-aligned text.

 Large blocks of text

Large blocks of unbroken paragraphs are not only difficult to read for dyslexic people; non-dyslexic readers can also struggle. Limit paragraphs to no more than five lines and stick to one idea per paragraph.

Related to the last point, line length should also be kept to a minimum. Most accessibility experts agree that the ideal line length is between 45 and 75 characters. Lines that are too short or too long decrease the readability of text.

 Inappropriate line spacing

Another readability factor is the spacing between lines of text. When lines are too close together, the reader can struggle to locate the next line of text. To improve readability and accessibility, the ideal line spacing should be around 150 percent of the letter height. So, if the font size is 16 pixels, multiply 16 by 1.5 and you get the correct line spacing value of 24 pixels.

 Poor font choice

When it comes to fonts, smaller font sizes and serif fonts can make text harder to read for people with dyslexia or low vision. Use a text font size of at least 14 pixels – 16 pixels is more suitable for accessibility. And stick to sans serif fonts such as Arial, Helvetica, Verdana, or Tahoma.

If you want to emphasize certain words, use bold text rather than italics or underlines – only links should be underlined.

 Unclear link text

People who use screen readers often scan a page for links to find relevant information. For this reason, avoid vague language such as “Click Here.” Make it clear where the link will take the user, underline the link, and consider making the text bold. For example: “Click here to sign up to our loyalty program.”

 Not including al text for images

Alt text, or alternative text, is the text-based description of an image that allows visually impaired people who are using screen readers to access visual information. To help users who can’t view your images, make sure your alt text is clear and informative.

 Small CTA buttons

People who have motor control issues or use eye trackers to move their cursor can find tiny CTA buttons very frustrating. To ensure all users can easily click on your CTA buttons, make the buttons large – at least 44 pixels by 44 pixels. Also, as already mentioned, make sure the button text has a high color contrast to the background, and use plenty of white space around the button to make it stand out.

 Using emojis to replace language

There’s a growing trend among companies to use emojis in their subject lines. However, emojis might not be seen by every subscriber. To ensure everyone can understand your email subject lines, don’t use an emoji to replace an actual word. If you want to include an emoji, use it at the beginning or end of a subject line to reinforce the message of the text.

 Making your emails more accessible not only creates a better user experience for people with disabilities, but it also ensures your emails are more engaging to all your subscribers. What’s more, it will increase the reputation of your business by showing that you care about your customers. Ultimately, embracing accessibility makes good business sense.

If you’re making any of the email accessibility mistakes outlined here, it’s never too late to turn things around. Keep these tips in mind, and you can make much better content and design decisions for your future email campaigns. Even small changes you make to your emails can remove some barriers for people who experience life differently.

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