by IndustryNewsletters | Jan 15, 2019 | Accounting Firm Marketing, Content Marketing, Email Marketing, Marketing Tips, Newsletters, Payroll Service Bureau Marketing, Social Media Marketing
The real key to success with clients and prospects is mindfulness and staying “top of mind.” Your goal is to be the first person a client thinks about when making a referral. It sounds simple, but when you are working with current clients and managing your everyday business activities, it’s far more challenging to keep in touch (and stay in touch) with your ever-growing database. Here are a few tips to consider when you are working to keep your business top of mind: 1. Avoid the Delete Button When you’re competing in a sea of emails, it’s important to avoid being quickly deleted or ignored. Email smart. Include content that interests your target markets, and make sure your subject line is powerful. For newsletters, consider simply copying the title of your lead article into your subject line field. Clients are far more likely to open information that is targeted and relevant to them versus a generic mass email. This extra step will not only prove that you add value but will highlight that you are paying attention to both their needs and interests. 2. Keep Testimonials and Client Success Stories in the Forefront If you haven’t started sharing client testimonials and case studies in your email marketing, on your blog, and on social media, maybe it’s time to start. Begin interviewing clients who have had positive before and after experiences with your company. Turn these real life situations into stories that can be shared as content. Testimonials are a powerful reminder that your business is the go-to company for new prospects or referral opportunities. 3. Maximize Social Media It’s...
by IndustryNewsletters | Dec 18, 2018 | Blog Tips, Content Marketing, Email Marketing, Marketing Tips, Newsletters, Repurpose Content, Social Media Marketing
Do you have a great email newsletter article that is just begging to be shared on your social media business pages? Good news! You may be able to easily share your email articles directly from your marketing newsletter. Many email platforms allow you to post your email content with just a few simple clicks. Quick Tip: Create a Guest Record First In order to produce links from your email articles to be used in social media marketing efforts, consider creating a “Guest” contact record in your email marketing database. Use the first name “Guest” and the last name “Contact” (or something similar) with one of your marketing email distributions (such as info@ or contact@) to set this record up. Complete the “Guest” record with your business address, phone number and any additional contact information you would like to share to route interested prospects to your company. This way, any links or articles you use from your email marketing on social media can be tied back to your guest database record and your business contact information. Another benefit of this practice is that any personalization you may have used in your email will simply display as “Hello, Guest!” or a similar generic greeting. This will add a universal appeal to your email messages when you forward your newsletter to interested parties, post the latest edition to your website or share articles with your social fans and followers. Next Step: Start Sharing The social sharing function of an email article varies between platforms, but it is usually a straightforward, simple process to share an email newsletter article or email message to your social...
by IndustryNewsletters | Nov 15, 2018 | Email Marketing, Lead Generation, Marketing Design, Marketing Tips, Newsletters, Uncategorized
We all know the problem: your readers are busy and their attention is hard to grab. People are multi-tasking, checking email on mobile devices, and powering through busy workdays. What is the savvy marketer to do? Here are three tips to help. 1. Keep it Classy Write relevant, quality content, and your readers are sure to respond. It may be easier said than done. However, when you take a close look at what your readers need to know, and respond by providing them with that information, you deliver on their needs. This cultivates brand awareness and helps generate leads. To get an understanding of what your clients really want to read, interview them. Select several key clients and ask them what kind of information they would like to be receiving from your firm. Conversations with your clients may help you brainstorm multiple topics from a single point. This type of direct client feedback is a valuable asset to your content marketing. 2. Invite Friends Guest blog post or newsletter articles from business partners can provide you with thought leadership pieces that your team won’t need to write. This is often a simple strategy because guest writers are often thrilled for marketing opportunities that help them get in front of new audiences. Often, these collaborations also open up opportunities for reciprocity, allowing you to reach new markets as well. Guest contributors offering meaty content can grab your readers’ attention. Think about your connections from conferences, industry events, trade shows, seminars and community events. Even your clients and ancillary service partners may make ideal contributors to your content marketing calendar. 3. Style...
by IndustryNewsletters | Aug 14, 2018 | Content Marketing, Email Marketing, Lead Generation, Lead Management, Uncategorized
If your company’s leads are being be generated largely by word of mouth and referral source connections, this may mean your strategy is only a passive effort. Implementing a solid plan behind your initiatives can help lead generation efforts gain momentum. Here are three digital marketing strategies that will help you consistently generate new business. 1. Nurture Your website, blog, email campaigns and social media marketing all work together to nurture your clients, prospects and referral sources. These access points help interested onlookers find you and give “tire-kickers” a feel for the benefits of connecting with your business. Take the following steps to move prospects from cold to qualified: Provide relevant and engaging content to your clients and prospects Amplify your content by allowing multiple access points to that content through your website resources, email and social media channels Include calls to action in your messaging Maintain consistent communications to create repetitive touch points Experiment with a fresh approach as needed – be willing to try something new 2. Monitor Set notifications that alert you when prospects click through on content that has a direct tie-in to your products and services. You will also need to keep an eye on the data being captured in your online marketing platforms’ reporting tools. If you don’t monitor the metrics behind your marketing efforts, you’ll never know who is responding to your messaging. You’ll also miss out on determining which content is garnering the most interest. Metrics and reporting pull double-duty by helping you connect with nurtured clients and prospects while also giving you a feel for what’s resonating with your audience....
by IndustryNewsletters | Jun 5, 2018 | Best Practices, Content Marketing, Email Marketing, Marketing Tips, Uncategorized
Content is powerful. Good content provides information for your readers and leads for your firm. When you integrate effective content strategies into your digital marketing, you’ll always know when one of your readers is interested in learning more about your firm and your services. However, it can be difficult to create content strategies that last. Good content should always: Keep your clients and prospects up to date on key issues Help drive traffic to your website Help boost SEO rank when you incorporate relevant, keyword-rich articles Generate new leads, and help mine additional engagements from existing clients At your firm, billable time may be an issue with your professional staff, and it might also be difficult to consistently get staff involved in producing engaging content. There are challenges associated with creating original content. It’s hard to find the time, there’s an effort behind creating good content, and a-la-carte outsourced articles can get expensive. However, there are ways to overcome the obstacles of time, money and effort. Get Buy-in from Your Management Team – Develop a support system within your company’s leadership. Develop Internal Accountability & Rewards – Writing responsibilities can become a burden without support, accountability and incentives. Keep your content production objectives fun and interesting by offering a reward system for those who contribute to your efforts. Efficiently Manage Your Resources – Leverage content that may be available through your memberships with various associations or organizations. You may also supplement launches with curated content, or purchase additional content to augment content submitted by your professional staff contributions. Maximize Time Management – Make sure professional staff is contributing to your...
by IndustryNewsletters | May 4, 2018 | Best Practices, Database Maintenance, Email List Growth, Email Marketing, Uncategorized
Deliverability is generated by algorithms using a wide variety of signals to determine whether an email gets through to an inbox. In order to increase the chances that your emails are getting consistently delivered to your readers, it is important to maintain a good list. When your subscribers open your emails, click through your email content or have some other positive responses to your messages, this helps your deliverability. If readers simply delete your emails without opening them or mark them as spam, they are sending negative signals that can hurt your deliverability. Here are three tips to help you keep a squeaky-clean list and improve your deliverability. 1. Remove or fix bad email addresses. Some email marketing platforms will automatically suppress bad email addresses for you. If they do not, make sure you are taking steps to manage bad email addresses. A bad email address will be marked as such by Internet Service Providers (ISPs) because it has one of the following errors: Bad format—A format error could indicate that an email address is missing a period, contains a misspelling, or has other incorrect or duplicated characters. This type of error could simply be a typo that needs to be fixed. When the format error is obvious, like a double period, this can be corrected by making a small adjustment to the email address in your subscriber record. Bad domain—Sometimes domain names are changed, merged with those from other companies or are simply deleted. When this happens, it renders the domain portion of your email address (or everything after the @ sign) ineffective. Watch out for company...
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