Two that caught my eye

With so much great content out there, sometimes it’s difficult to find the time to get through it all and it is harder and harder to stand out from the crowd. But here are two (unrelated but stand-out) items that I’ve loved today for different reasons.

How to Stop your Welcome Email from Being a Dead End

From the lovely people at Unbounce – this one caught my eye because I’ve spent the morning looking at e-mail best practices – and then this shows up in my inbox. It has some great tips on how to get value from that all important welcome email and shares some insights like:

  • With 4x the open rate of most campaign emails, a dead-end welcome email is a missed opportunity.
  • Specific subject lines with an element of utility/curiosity make your welcome emails more clickable.
  • Welcome emails aren’t sign up receipts. Don’t underestimate their purpose.

 

Diet Coke presents: The Slender Vender

This showed up in my Twitter feed today and I thought it was great. Why? Because like most great ideas, it is novel but clear and simple. This is a fantastic example of looking at things slightly differently to bring that element of surprise and novelty to an accepted format (in this case the vending machine). Of course the real genius lies in the fact that it contributes to the brand too. Smart.

 

My Top Five Blogging Tips for Small Businesses

We all know that ‘content is king’, but when you are a small business owner with 101 things to get done each day it’s easy for blog updates to slip way down the list of priorities. Goodness knows I empathise. With all the other project work I have as well as a job, running a busy house and managing the diaries of three very socially active children, my own blog can be the first to suffer. Mine too is a question of time but I have found the following have helped:

 1. Develop the habit

Set aside a set time each week to write some content and stick to it. Be realistic. If it’s only 30 minutes – that’s better than nothing at all. It’s far better to update regularly with smaller pieces than sporadically with longer ones.

2. Sit down and write

It seems obvious but the act of sitting at a blank screen or paper is a great incentive to write something. Anything. I have found that I struggle to settle on a topic until I actually do this.

3. Read widely in your subject area

This can be happening anytime, anywhere but it will feed your ideas. Keep abreast of current trends and know the language your  industry and customers are using. As well as being great for getting ideas, this will also help with Search Engine Optimisation as you’ll know the keywords to include in your blog posts which will help your search rankings.

4. Write for one person

I have found this a great way to approach blogging. The art of good business blogging is based on writing content for each of your buyer personas for each part of their buyer journey. Buyer personas are semi-fictional characters based on your ideal customers. If you have done a good job developing your buyer persona, you’ll know who they are, where they hang out, what their pain points are and how you can help solve them. You will have given them a name and possibly even a photo. Pin it on the wall in front of you. Write to that person. Write something your buyer persona will find useful, relevant or just plain entertaining. Depending on the sector and your persona, you’ll know which the correct route is.

5. Write something for each stage of the buyer journey

Ideally, you should have content for each buyer persona for each stage of their journey. As a rule of thumb, the earlier in the journey, the buyer is, the more the content focuses on them. As they get closer to their decision, you can start talking about you and your products. So in the early stages, your blog pieces may not even mention your product or service, it could be more general tips or very general advice. For a reader who is comparing options, they may want product specifications etc. and finally for someone who is ready to purchase, they will actually need all that sales material in order to make that decision.

 

 

The Power of Infographics

Infographics are a graphical representation of a wall of text usually including data or statistics. The idea is that, presented in this way, the information is easy to consume and fun to share.

We have all heard that a picture speaks a thousand words and I happen to believe that’s true. I have gathered my fair share of infographics on my digital marketing journey so far. When time is of the essence and learning is paramount, I’ve found infographics really help to cut through to the heart of a subject and present the salient points in a concise manner, aided by lovely graphics to help make sense of the data.

Marketers have realised this too and this has led to the rise of the infographic.

Infographics make great marketing tools. Why?

  • 90% of the information transmitted to the brain is visual
  • 99% of all sensory information is filtered out by the brain almost immediately.
  • Infographics are in that 1% that isn’t
  • The eyes are a physical extension of the brain.
  • 65% of us are visual learners

And now that you have processed this information the hard way, I’ve got a great infographic from NeoMam Studios which puts it across much better!  In my next post, I’m going to gather my favourites and share them with you.

The Power of Infographics

Why Infographics make great marketing tools.