Here are the steps to follow for your redesign.
Tools for Your Redesign
I always like to recommend tools and resources to business owners. After all, you’ve got enough on your plate!
Let’s start with web design platforms. Here are the three I’d recommend.
So, without further ado, here are some of the best ideas I know to promote your content, find your target audience, and kick-start your lead gen.
Use Your Social Media Cover Photo to Promote Content
Do you have an offer you want to promote on an ongoing basis? One easy way to get more traffic is to incorporate your offer into your cover photo on Facebook. You can hotlink the photo to your landing page and change it periodically as needed.
Create a Hashtag to Promote Your Content
Social media sites such as Facebook, Twitter and Instagram all allow users to employ hashtags to categorize the content they post. Best of all, anybody who wants to can create a new hashtag and use it. The next time you have content to promote, try creating a custom hashtag to use with it. You’ll get the best results if you use common words at the start of your hashtag because more people will see it when they search.
Include Multiple Links to Your Offer on Your Website
A mistake I see a lot of businesses making is only promoting their content in one place. There’s no reason you can’t have multiple links to your most important content on multiple pages of your website. You can either incorporate them into your text or put them in a box beside other content.
Put a CTA for Your Offer on Your Home Page
Your home page is the first thing most people who search for your company online will see. For that reason, you should always have a call to action for your most important content on your home page – preferably above the fold.
Blog About a Piece of Content Multiple Times
When you’ve spent your valuable time creating a lead magnet, it makes sense to promote it as much as possible. One way to do it is to blog about related topics from various angles. End each related blog post with a call to action leading back to your content.
Create a Content Library on Your Website
If you’ve created multiple pieces of evergreen content, why not put a content library on your website? A content library makes it easy for visitors to your site to find your most valuable content. You can create a system where visitors must provide their email address to access the content. Then, you’ll have a list of leads you can turn into paying customers!
Create a Trigger-Based CTA
Static calls to action can be effective, but it’s even more effective to display a CTA based on behavior. A trigger CTA can pop up when a visitor has been on your page more than five minutes or when they’ve read more than 50% of your content – or when they’re about to leave your page without opting in!
Encourage Social Sharing
One of the easiest ways to get your content in front of more people is to encourage visitors to share it on social media. Adding share buttons and embedded Tweets is easy – both can be done with a free plug-in – and your site’s visitors will do the rest.
Make a Sales Video
Landing pages with video convert at a higher rate than pages without video. You don’t need to spend a lot to create a memorable sales video which you can post on your landing page. On a related note, you can also post excerpts on YouTube and social media with a link to your content landing page.
Create YouTube Pre-Roll Ads
You know the video ads that appear before most YouTube videos? You can create a simple ad and pay to have it appear before videos that are related to the keywords you choose.
Link Emails to Your Content
Do your emails have a signature at the bottom? If so, you can simply update yours to include a link to the content offer you want to promote. If you don’t have a signature, you can add one with any email provider you use and include the link in it.
Email Your Database
Another quick and easy way to let your existing subscribers know about your content is to email them with a link to your landing page. You can use the email to encourage them to download the offer and share it with their friends.
Boost a Facebook Post
You probably already know you can post your content offer on Facebook. Since Facebook’s algorithm can make it difficult for your followers to see it, you can use part of your marketing budget to boost the post and get it in front of a bigger audience. (Tip: Create a lookalike audience to reach people who might not otherwise see your content.)
Partner with Other Businesses
A lot of times, local businesses share customers in common. If you know other business owners in your area, why not partner up to share one another’s content? Just make sure to put the agreement in writing, so that all parties understand their responsibilities and commitments.
Get Industry Influencers to Link to Your Content
When you hear about influencer marketing, it almost always has to do with big celebrities. However, someone in your industry or niche with a decent social media following can do your business a lot of good by mentioning your content. Seek out influencers and work out a deal to have them promote your content to their followers.
The point? Promoting your content and generating leads doesn’t need to be difficult and it doesn’t need to cost you much money, either. The ideas here will help you jump-start your lead generation and grow your business this year.
Tips for Building a List
List-building gets a lot of attention and it can sometimes sound like a lot of work. When you’re already wearing multiple hats every day, it can be exhausting to think about adding another chore to your never-ending to-do list.
Guess what? It doesn’t have to be difficult to build a list. Here are some quick and easy methods to try.
The Best Email Marketing Strategies for Local Businesses
Now, let’s talk about some of my favorite email marketing strategies for local businesses. The techniques that work for big national companies may not be useful to you, and yet they get a lot of the attention. Here are six options that I know work.
The bottom line is that email marketing has one of the highest ROIs of any marketing technique, which is why I recommend it to all my clients. The local email marketing tips here will help you build a robust list, create content your subscribers will love, and grow your business.
#1: Qualitative Customer Feedback
It would be impossible to know what your customers think of your company without asking them – so the first thing you should do is talk to your customers about their experiences with your business and products.
There are multiple ways to solicit qualitative customer feedback. The quickest and easiest method is to create a customer experience questionnaire and email it to your list. You can also post it on your social media pages. Use the responses to measure customer satisfaction.
An alternative and more labor-intensive option is to have your sales reps ask customers one-on-one about their experiences. For example, you could host a customer appreciation day, ask questions, and use the answers to measure your results.
#2: Customer Churn Rate
Knowing how many customers you lose in any given period is another key measure you should track. The customer churn rate is a measure of how many customers “churn” or leave your company.
You can calculate your churn rate by counting your clients or customers at the beginning of a month. Then, count the number of customers who churn during that period and divide it by your starting number.
You should not include any new customers unless they churn in the same period they became customers. In other words, if a customer bought your product at the beginning of January, wasn’t satisfied, and vowed never to buy it again, you should count them in both your starting figure and your churn figure. However, new clients that stay on should not be counted until the next period.
#3: Monthly Recurring Revenue
Your monthly recurring revenue is a measure of how much money you are making from your existing customer base. It can be a good way to track customer success, particularly for companies whose clients buy products on an ongoing basis.
To calculate your monthly recurring revenue or MRR, start by calculating your average revenue per customers (Divide your total revenue from customers by the number of customers you have.) Then, simply multiply your total number of active customers by your average revenue per customer.
For this calculation, it’s important to differentiate between active customers and inactive customers. Recurring revenue is revenue you can count on. A client who orders only once a year may be counted, but for monthly recurring revenue, you should either divide their revenue by 12 if you want to include it every month, or add the total only to the month when they normally buy from you.
#4: Customer Health Score
The customer health score measures the specific and tangible ways in which buying your product is benefiting your customers. To calculate it, you’ll need to ask some questions. For example:
#5: Customer Satisfaction
Customer satisfaction (CSAT) scores are something that’s always worth tracking. While they might not be related directly to your customer’s success, they are an important measure of your product’s worth and usefulness to a customer.
For example, a low CSAT score is likely to indicate that your product or service is underperforming for your customers. It could mean that your Customer Service team isn’t performing as well as it should. A high CSAT score likely means that your customer is satisfied and will continue buying from you. It may also increase the chances that they’ll recommend your business to other customers.
Whatever the reason for the score, tracking it gives you an opportunity to intervene, provide the value your customers need, and increase the chances that they’ll stick with your company in the long haul. Improving customer satisfaction is linked directly to improvements in customer retention and our next metric, as well.
#6: Customer Lifetime Value
The final metric you should track is a big one. Customer lifetime value, or CLV, is a measurement of how much an individual customer is worth to your company over time. It’s directly related to some of the other metrics we’ve discussed, including customer retention, CSAT scores, and customer health.
To calculate the CLV, you’ll need three pieces of data. They are:
$100 X 2 X 36, for a total lifetime value of $7.200.
Your CLV is a useful metric when you determine your marketing budget. It wouldn’t make sense to spend $1000 acquiring a new customer if your CLV is only $1,200. You’ll need to crunch the numbers to back into a customer acquisition and retention budget that makes sense.
While there are many factors that can influence your customers’ success, you should always have a handle on how your product is helping them. The 6 metrics here are ones that you can’t afford to ignore. After all, your success may depend on it.