Your done list for today is long, yet once again sending out the monthly eblast didn't make the cut. Find comfort in knowing you're not alone. It's a common affliction I like to call Marketing Malaise.
Definition: the general feeling of discomfort whenever faced with completing marketing tasks. Side effects include stagnant revenue, frustration, lost opportunity. Cause: unknown.
I've always wondered why people find sorting emails more exciting than driving revenue. I imagine it's the immediate satisfaction of completing a task. Much of what we do each day is intangible and ongoing; it's not surprising we seek out simple tasks to check off our list. We can close the book on them - they're done. It feels good.
Today, I'm going to help you add marketing to those simple, feel-good tasks.
Marketing shouldn't be overwhelming. I'll get more into why in later posts. In the meantime, here are 3 action items you can do right now to move your business forward. I've also included a potential roadblock for each you may encounter and their corresponding solution.
Estimated time for completion: 45 minutes. These are completely doable.
1. Add a link to your newsletter sign up form in your email signature.
Your email signature line presents an awesome marketing opportunity. You already list your name and company. Take advantage of your captive audience. Invite them to learn how your company can help improve theirs.
Roadblock: You have no idea how to do it.
Solution: Google "how to add a (insert email provider i.e. Mailchimp, Constant Contact) sign up link in my email signature." Trust me, there are tutorials galore.
Don't have a newsletter? Promote an upcoming workshop/event, company video or marketing offer.
2. Ask one happy client for a testimonial.
Testimonials are a powerful marketing tool. Third party recommendations create an emotional connection to your brand like nothing else. Research shows companies who use testimonials to help create an emotional connection receive 3 times the word-of-mouth as those who don't.
Here's how you do it via email:
It's been a pleasure working with you on [Project ABC] and we appreciate the kind words you expressed.
I would love to feature your company on our website. Would you take a few moments and send me a few words about your experience with us? A few sentences is perfect. If you'd like to record a 1-2 minute video, even better!
Tailor the email to fit the particular project, need, and voice.
Once you receive the testimonial, place it on your website. You can also use it in your email signature line, on brochures, and on social media. Make this a regular practice. Don't reinvent the wheel each time. Use the same email template tweaked to the individual.
Roadblock: Does asking for a recommendation make you uncomfortable? That's okay. But, it's not an excuse.
Solution: Structure your request as an opportunity for your client to gain exposure. They'll be all over it like a bear to honey and it will feel less icky for you.
3. Add a Call To Action (CTA) on your website
A call to action (CTA) is a prompt that tells the user to take a specific action. It's also one of the most overlooked aspects of a website.
Common examples are: Add to Cart; Checkout; Buy Now. For those in the service industry, CTA examples are: Request A Quote; Contact Us; Download Your Free XYZ.
This simple act moves prospects from cold leads to warm. You now have the opportunity to create a connection, build trust, start a dialogue.
Roadblock: Don't know how to update your website? No problem!
Solution: Send an email request to the person who does. Done.
Need someone who can do it for you? Check out this website.
Have a burning marketing question you'd like to have answered on this blog? Email it on over so I can help you to keep moving forward.