Tag Archives: marketing

The 6 Biggest Email Marketing Myths

Episode 293 | The 6 Biggest Email Marketing Myths

Date: 2016-06-14

Link: Startups for the Rest of Us

 

Startups for the Rest of UsMondays and Fridays are typically not good days to send email.

Entrepreneurs tend to check their email on the weekend. People and large corporations tend not to check their email on the weekend.

If you send on Tuesday then you are probably getting lost in all of the other email marketers who send on Tuesdays.

(Email length) depends so much on your visitors and prospects.

Have shorter emails that are good on mobile when you are first engaging with someone. Pack short, powerful stuff in the getting acquainted emails.

You have to have a minimum number of characters that conveys what the email is about.

Make sure you are building your list fast enough that having an expected unsubscribe rate is something you can overcome.

Have really nice plain text looking emails.

How to Choose and Test a Paid Marketing Channel

Episode 288 | How to Choose and Test a Paid Marketing Channel

Date: 2016-05-10

Link: Startups for the Rest of Us

 

Startups for the Rest of UsAs ad platforms get more mature (e.g. Adwords) they get way more expensive and there is no way you are going to make them work.

Be realistic in how much time you have to run ads (tests).

Don’t spend a lot of time trying to figure out what the single best ad is. Take three to five of them and test them. See what the results are.

There is a lot more B2C inventory than B2B. B2C is lower quality.

If you can find an outlier ad network, and you can make it work, the clicks are going to be super cheap and it is going to be very, very lucrative for you.

Getting the Most Out of YouTube

TMBA330: Getting the Most Out of YouTube

Date: 2016-03-31

Link: Tropical MBA

 

Tropical MBAHave structure to your schedule

Book: Miracle Morning

An entrepreneur has to give yourself structure.

One thing that is important on YouTube is to brand yourself.

Don’t let it be so overwhelming that you don’t get started.

It is important to get a lot of content out there.

Have a call to action at the beginning (of the video as well at the end).

Getting started is the main thing.

If your primary audience is in China then YouTube is not for you.

Your personality and how you come across on camera are the most important.

You have to be able to connect to your viewer and treat them like you are talking to them.

You want to look like you want your brand to look.

Think about what the difference is between what you are putting in your YouTube channel for free vs. what you are putting in your paid materials.

The Absolute Bare Minimum You Should Know About Segmenting Your Email List

Episode 265 | The Absolute Bare Minimum You Should Know About Segmenting Your Email List

Date: 2015-12-01

Link: Startups for the Rest of Us

 

Startups for the Rest of UsYou’re going to have a marketing list (people who have not signed up for a trial or downloaded your product). They are hanging around for content.

The second bucket is a trial user. Your goal there is to nurture them through the trial path to become a customer.

The third stage is someone paying you.

The fourth stage is someone becoming a repeat customer.

The marketing list you want to be educating about your space or your industry.

Don’t attach downloads you offer to an email as spam filters will catch it.

You don’t want unqualified prospects in your funnel.

Overtime big email services know if people are opening your email. If they will not they will move you to promotions and eventually spam.

Lead scoring is mind blowing. It tells you how engaged someone is with your marketing, website, and your emails.

The number of people you onboard highly correlates with paying customers.

Think about what you can offer your best customers that makes them feel like you are giving them exclusive access to something.

Treat your customers like it is a relationship. You have to give and not just take.

Everybody on your list is a person and it is about building a relationship.

9 Common A/B Testing Mistakes

Episode 258 | 9 Common A/B Testing Mistakes

Date: 2015-10-13

Link: Startups for the Rest of Us

 

Startups for the Rest of UsIf you’re going to start A/B testing really figure out where you can make the biggest impact on your sales funnel. Don’t just randomly test things on your website.

Have a methodology that you follow.

Your test needs to run long enough to be statistically significant.

Having one hundred conversions coming through (is a good length).

Split tests are not foolproof.

Most test you run are not going to show significant differences.

You don’t want to ignore small gains if they are statistically significant.

Run one test at a time until you feel comfortable with it.

It is hard to learn anything unless you have a goal in mind.

Be careful you aren’t accepting everything as fact.

The 10 Elements of Highly Effective SaaS Landing Pages

Episode 256 | The 10 Elements of Highly Effective SaaS Landing Pages

Date: 2015-09-29

Link: Startups for the Rest of Us

 

Startups for the Rest of UsDesign it for first-time visitors

You want visitors to go down a very specific path you have outlined for them.

Customers who are coming to log in will find the login box. Don’t make it prominent.

For first -time visitors you are trying to educate them, get their interest piqued, and then get them to take the next step in the action.

You have to make an assumption that a visitor to your site knows absolutely nothing.

The number one goal of your website is not to get somebody to buy your app but to get somebody to come back to your website.

Returning visitors are between six and twenty times more likely to purchase from you. Very few people purchase on the first try.

Have a great headline

Make a promise in the headline. Then have an action verb. Then have a directly stated “you” or an implied “you”. So you talking directly to the person reading.

Have at least one visual element at the top of the page

Have the visual element either next to or below the headline.

If you use a video then it should be less than 90 seconds.

Provide a couple of benefits

List three benefits.

Stay grounded (with your benefits).

Don’t go so high level that it doesn’t make sense anymore. Don’t say “saves you time” or “makes you more money”.

You don’t want to overwhelm someone on your homepage with every piece of information you can possibly have.

Social proof

This is not optional.

Testimonials from customers. With headshots if possible. Edit the testimonial down to just the core part.

Press logos.

Put a vanity metric in there.

Those are essential trust factors. You have to give people proof (to trust you).

Features

Features that set you apart. “These are things nobody else has” or “These are what are customers like most”.

You have to be very specific.

On the website somewhere you need to have a features page.

Limit the number of links or buttons on the page

Limit the amount of things to do as a user reads through.

Put everything else in your footer

If you want people to sign up for your course don’t put it in the footer. And don’t put it in the header. That is your call to action. Use a javascript widget and have it pop up at certain times.

Have a sitemap in the footer.

Upfront you don’t need a sitemap but longer term, as your product gets bigger and bigger, you probably do.

Email Marketing Demystified with Matthew Paulson

Episode 251 | Email Marketing Demystified with Matthew Paulson

Date: 2015-08-25

Link: Startups for the Rest for Us

 

Startups for the Rest of UsMany people don’t realize the ROI on email marketing.

We think our customers are just like us. It turns out we are not our customers. You cannot assume your customers are just like you are. Our customers might behave a different way with email.

If somebody signs up for your email list that means they want to receive emails from you so you should probably send them some emails.

A good email now is better than a great email never.

Every day you are not sending out an email is a day you are losing a sale.

The format of the lead magnet matters less than the content in the magnet.

Try to get people to whitelist you or add you to their contact list.

Try to sell one of your products on your thank you page.

14 Ideas for High Impact Lead Magnets

Episode 248 | 14 Ideas for High Impact Lead Magnets

Date: 2015-08-04

Link: Startups for the Rest of Us

 

Startups for the Rest of UsDo not take business advice from somebody who does not have good work/life balance.

Five to seven day email courses work really well. It gets a subscriber used to hearing from you on a regular basis.

Some markets might be oversaturated with email courses and they might be valued less than an ebook.

An email course helps to promote trust and establishes you as an expert in the industry you are promoting the email course on.

A top ten tools list are easy to put together.

Give away a free training video or walk-through of something.

A single video is becoming less valuable.

Keep your video pacing as fast as you can.

An ebook should be 40 to 200 pages.

A swipe file is a collection of ideas.

Do a case study which is a deep dive into a particular problem with a before and after.

When deciding what lead magnet to create ask what the goal of that lead magnet is.

9 Reasons Why People Won’t Buy Your Product (And How to Fix Them)

Episode 246 | 9 Reasons Why People Won’t Buy Your Product (And How to Fix Them)

Date: 2015-07-21

Link: Startups for the Rest of Us

Startups for the Rest of UsDon’t go too much into the features too quickly or else people won’t understand the value they will get out of it. You can’t just go after benefits either.

The headline should be a promise rather than a description.

Start with a benefit (promise). Then text that digs down into how it does that (but not features yet). Then some testimonials or press links. Then dig into a couple of features in bullet points or short snippets. Three to six features on home page.

Use “you” language on home page.

Also have a full features page.

Targeting traffic is hard. The less traffic you send to your homepage the better. Send more traffic to individual landing pages that look like your home page but with the headline changed to something that hits with the traffic source.

You can morph your pages to talk directly to an audience.

People might not trust that you can deliver on the promises that you are making on your homepage or landing page. To get around that you lead nurturing. Offer something very small in exchange for an email address.

It is hard to tell how long lead nurturing is going to take.

There is going to be an incumbent in whatever market you enter into.

The biggest competitor to most bug tracking software is spreadsheets. If it works well enough then why would somebody change?

You have to show not just incremental value but a dramatic savings in time, a dramatic savings of money, or how you can make someone a lot more money, or how you can remove a pain from their life. You have to figure out what that pain is and really go after that.

Remove the pain of switching from whatever they were using to using your software (even if you have to manually enter data for them).

Asking someone to sign up for your service is asking them to do work.

Send emails to new users with their onboarding tasks. Have a walk-through or guided setup.

Use something like retargeting to bring people back.

Collecting email addresses and then not emailing them for three months is the worst thing you can possibly do.

You can ask on your sales page, “Have you tried a bunch of other products and they haven’t worked for you?”

It is hard to not overprice something if you are not also delivering the value.

Don’t drop price. Add value to it.

Email List Building From Zero to 1,000: Part II

Episode 239 | Email List Building From Zero to 1,000: Part II

Date: 2015-06-02

Link: Startups for the Rest of Us

 

Startups for the Rest of UsEvery marketing approach is intended to drive traffic somewhere.

101-1000

Leverage existing startup lists.

Have stuff that is specific for non-trial users that pitches and links to your trial signup page.

Leverage a contest or giveaway.

Give people an additional chance to win if they get other people signed up (for your contest).

Contests and giveaways likely will do better in a B2C offering than in a B2B offering.

There are tons of other social networks you can leverage (outside of the big ones).

If you’re going to leverage social networks you need to post content pretty regularly.

Content marketing and social marketing go hand in hand.

Do what you are gifted at doing.

Leverage other people’s (or company’s) networks.

Recognize if you audience is going to overlap with theirs and if you are going to provide enough value to them.

Paid advertising is something you want to stay away from until you understand what your leads are worth to you.

There is a real value to meeting someone in person.

Make sure each page has a single function.

In many cases the function of a page is to get their email address.