5 Reasons Emails Should Be Your Top Marketing Tool

Most small businesses owners are timid about email marketing. When I ask my clients why they're not interested in doing email marketing, they typically say these three reasons:

  • I feel like I'm spamming my audience.
  • I don't know what to write about. 
  • It takes up too much time & I don't see the value. 

However, most business owners feel like they should do Social Media marketing - mostly because everyone else talks about it, and it's all over the internet. But Social Media Marketing is the lowest "Return On Investment" marketing you can do online. It takes up a ton of energy. And most likely, your ideal clients are not hanging out on social media. 

If you focus on high-end services, or specialized products, your best marketing tool will be email marketing. That is because people take Email more seriously than Social Media. Over 90% of U.S. citizens use email on a daily basis, while less than 50% of Americans have a Facebook account, and even fewer have an Instagram account. Simply put, email marketing is far more effecient. 

Here are 5 reasons email marketing should be your priority when it comes to online marketing:

1
Email has the highest ROI of any online marketing
On social media, people are constantly forgetting who you are unless you post daily. But with email, people will save an email and come back to it later if they're interested. People who sign up for an Email Marketing newsletter are much more intentional than simply hitting "Like" on an Instagram page. It is proven to yield the highest ROI of any marketing method online. It's more effective than Google or Facebook Ads, higher than Social Media, and higher than even SEO integration.

2
Your clientele are more likely to see you as an industry authority
When you post a blog or email newsletter regularly, it shows your clientele that you are serious about your job. When you take the time to write and explain complex issues in a simple way, your customers may not read all of it, but they will take you more seriously. They will see you as more devoted to your work.

3
It's easier for your clientele to get in touch with you
Because email is the most used online communication tool in the world, far above social media, it makes it easier for your clientele to reach out. They can respond directly to you via email, or click a button that goes straight to your website. It's as if your office or store front is just a "click" away. And because more people use email than they do social media, you are reaching your largest possible audience with email marketing.

4
You can re-use email marketing as blogs, PDFs, and grow your SEO visibility
Email Marketing is highly effective, because it can start as your primary tool for communication, and then be duplicated on your website blog, downloadable PDFs, internal documentation and communications, and used for social media posts as well. With just one article, you can use it over and over again, especially as clients and customers have questions for you in the future. Instead of re-inventing the wheel every time you get the same question, you have a framework for communicating with future clientele.

5
It's an easy reminder for your clientele that you still exist
Above all, email marketing helps people remember you exist. Without a consistent marketing method, people will forget you over time. That's why Coca-Cola spends so much money on billboards and advertising. They never want you to forget their brand still exists. And studies prove that simply "exposing" your brand helps people be more likely to want to do work with you. Other people just need to know you exist. Even if no one actually reads your emails, your email Subject Lines can be a quick reminder that you are still in business and working hard. 

How many pages should your website have?

While most business owners initially think of all the possible website pages they could possibly have on their website, you likely need less than you think - at least on the first iteration of your website.

Here's the real stats on how people view websites on the first visit:

  • On a desktop or laptop, most new visitors to a website only look at about 2-3 pages on average.
  • On a smart phone or tablet, most new visitors only look at 1-2 pages on average.

This means all of the other pages on your website are rarely being looked at. In fact, the average website has only 5% of visitors look at more than 3 pages. 

For Professional services, this means people typically only look at your Home Page, Portfolio, About & Contact pages. 

So if you are getting hung up on what pages to include on your website, remember that a simple 3-5 page website is enough to keep people's attention on their very first visit. 

Think about this the next time you visit someone else's website. How many pages did you look at? If it's your first visit to that website, for the very first time, do you like at 1, 2, or 3 pages? What do you do what you go there? Do you fill out a form or sign up for an email newsletter?

So why have more than 3-5 pages on your website?

Secondary web pages (pages that are less important on someone's first visit) are there for second or third visits, to come back for more information, to look at your Portfolio more closely, or to come back to view your latest blog post.

If you are struggling to figure out what pages your website needs to have, try focusing it on the 3 to 5 most important pages that people would need to look at. Every other page or topic should be secondary. They should put together in downloadable PDFs, email marketing, a blog or secondary pages that people will view on their 2nd visit. 

 

What should your business name be?

In the age of Website searches, your name is an important part of the lead-generating process. If people can't find you in a Google search, or type your web domain name correctly, you will definitely lose business. It might only be 5% of your business, but that is 5% you should try to keep. 

The important areas to think when choosing your business name are:

  1. Is it easy to spell?  If people don't type your name correctly, you will lose business online.
  2. Is it easy to say?  If they can't spell it correctly, then they won't type it correctly.
  3. Can it be found on Google? If your company name is John Smith Company, then you will compete with 1000 other Jon Smiths. Find a name which has very few other people using on Google. No celebrities, no big businesses, no over-used common names.
  4. Is the name easy to remember? If the name is not memorable, if other people can't remember it later, you will lose opportunities. Test your name out with other people. See if others remember the name a few days later.
  5. Is the company domain name available? If your company name is "John Jacob Interiors" your domain name should be www.johnjacobinteriors.com. Names with & or Inc. at the end make things more confusing. Keep it as simple as possible.
  6. Is it easy to type? If your fingers get all jumbled together when typing the name, people will misspell it frequently and you wont be found on Google searches.

We help people with their business branding, naming & logo design.

Get in touch today for pricing or a consultation.

The Most Important Analytics Tool for your website

You already know about Google Analytics, but the most important metric to track on your website is Conversions. 

Conversions tell you if your website is doing what it needs to do, which is to attract as many leads, inquiries, questions, appointment schedules and purchases as possible. 

Your Analytics tell you which pages on your website are the least effective, which pages are most effective, and where to tune things up. 

If you use Squarespace for your website, the most important tool to track daily or weekly is the "Form & Button Conversions" tool.

You can find this tool if you have a Squarespace "Business Plan" under Analytics > Form & Button Conversions.

This tool gives you a very fast and effective look at what people are engaging with on your website when it comes to filling out Forms or clicking Buttons.

For instance, from my own website you can see how many people have viewed my Contact page of my website (139), how many people who submitted a contact form (25), and what the conversion rate is (17.99%). The higher the conversion rate, the better. Note that this does not include phone calls or emails. This is only the number of people who filled out the form on your website. So if people are calling you or emailing you, the conversion rate is even higher. 

When you are just getting started, a conversion rate of about 1% is a great start. So for every 100 visitors to your website, you should be getting 1 form submission or lead. Over months and weeks, you want to see those number go as high as possible by making small improvements to your website page flow, the text you use, the simplicity of your overall website design, and lots of other optimizations. 

Is your website bringing you leads? Are people filling out your website contact forms, downloading PDFs from a pop-up, or purchasing from your website?  Do you have a conversion rate that is higher than 1%? 

If not, here are some things to consider:

  1. Make it clear what people should do on your website. Should they request a quote, download a pricing PDF, schedule an appointment, or inquire for a free sample?
  2. Simplify your website page structure. Websites with too many pages are distracting. You should only be highlighting about 3-5 pages at the Top Navigation on your website, with one of them being the primary Call To Action that someone needs to take in order to "Get Started" with you.
  3. Give people instructions or a process of what to expect. A simple contact page doesn't lead people to take action if you simply say "Contact" with your email, phone number and a basic contact form. Tell people why they should get in touch with you, with a simple 3-step process, such as: Step 1) Fill out an appointment form, Step 2) We'll give you a call within 24 hours, Step 3) We will craft a customized plan for you.

Increasing your website conversions is not difficult. It just takes a few simple tweaks and refinements, and you will see your conversions go up quickly. 

Should you blog on your website?

While blogging is a great way to bring stable traffic to your business through SEO keyword searches on Google, it may not be the right time for you to get started. 

Here's how to know what you're ready to start blogging on your website:

1. You have expert knowledge in your industry that you have spent years learning about and practicing. Now it's time to share that knowledge with the world to benefit other people's lives by helping others be educated in your area of expertise. For instance, I've been doing web design casually for 19 years, and 8 years professionally. It wasn't until about 2 years ago that I realized I had amassed a lot of expert knowledge that I felt confident enough that my insights were valuable to other businesses. 

2. You're already getting leads to your business and generating stable income. For many business owners, blogging feels like a chore if the rest of their business is not figured out. Blogging should be one of the last things you implement. Blogging should come well after things like establishing your website, setting up email marketing, creating ads in Google & Facebook, and standardizing your business model. Blogging & SEO, in my experience, is the slowest way to get new clients and leads to your website, but it is also one of the most stabilizing marketing methods if done regularly for many months. Blogging should be done once all of your other business elements are roughly in place.

3. The idea of sharing your ideas is exciting. For most business owners, blogging is a chore. What should you write about? Will other people read it? Over time, if you keep at it, you will get more and more readers in the next 6-12 months. But if you do not enjoy the idea of writing, then it will be an unnecessary chore.

 

4 benefits of blogging

1. Your writing has the potential to be found by Google Searches for years to come. There are blogs I have written and that my clients have written from over 2 years ago which still get found and read today from doing keyword searches on Google. Blogging is one of the most effective ways to build SEO value into your website. I get thousands of views to my websites every month because of blogging.

2. You establish yourself as a leader in your industry. Writing about expert topics that most other people do not know is an important way to build credibility for your company. 

3. Genuinely help other people. Reading is one of the most valuable ways to learn about complex or theoretical topics. When you write about your expert knowledge, you given hundreds and thousands of people the opportunity to make their lives better. Your audience wants to learn, and you can genuinely make people's lives better by teaching them things they would have a hard time finding elsewhere.

4. Practice your skill or writing and communicating. Blogging is a very low-risk way of practicing your skills in writing. Websites can be changed at any time, unlike a published book, so you can remove blog posts, edit them, change them and use it to get better at expressing your thoughts and ideas. 

 

If you love writing, if you want to share your knowledge with others, and you believe that your knowledge with help others learn new topics, then it might be a good time to start blogging.

Here's how to get started:

1. Write at least once per week. The more topics you write, the more opportunities there are for being found in Google searches as well. Plus, people want to see that you are consistent and involved, which builds credibility as well. 

2. Track your ideas. You can save ideas on paper, in a project manager, on a phone app, or as a draft on your blog. I personally save all my ideas as a 'Draft' in my Squarespace blog so I can come back and work on them later, or schedule them out in the future. This way, I'm not losing any progress or losing ideas as they come up.

3. Use your blogs also as email newsletters. When you write, you can reuse topics in all other kinds of places, like emails, social media, even e-books or how-to manuals for clients and customers. 

The 4 elements your website must have

The most successful websites are very simple and very focused. But most websites fail to clearly explain what their business does and how visitors can take action to get started with ordering a product or services.
 

All you really need on your website are 4 major elements in order to be effective.
 

1 | What is primary service or product you offer? 
While this seems obvious to include, most websites do not make it super clear what the business offers. This should be stated in as few words as possible. Ideally, no more than 7 words. Something simple like "Palm Springs Architectural Design Firm" works really well.


2 | Why is this product or service valuable to your clientele?
This is an opportunity to speak to a particular niche market that you work well with, and especially helps to explain why your products & services are helpful to achieve someone else's life goals or problems. This should also be in as few words as possible, somewhere around 7-14 words total. For instance, "We can help build the home of your dreams in Palm Springs."
 

3 | What is the first step someone needs to take to get started with your product or service?
Most websites use the typical "Contact" page. But this should instead be something that clearly explains the process someone would go through, such as: Schedule An Appointment." Other calls to action can include, Schedule A Call, Request A Meeting, Get Pricing, Request A Quote, Order Now, Buy Now, etc.
 

4 | If a visitor to your website is not ready to get started yet, what can you offer to help them make that decision?
This is almost always a simple form where someone can enter their email address to get access to something very low-key, such as: download a brochure in PDF format, a printable checklist, a pricing sheet, a free sample. An example might be, "Download your custom home planning checklist" - which adds value to someone who is in the process of thinking of building a custom home.
 

Most new visitors to a website spend no more than 1 or 2 minutes viewing web pages. So you have no time to waste in order to capture their interest and encourage them to take action on your website.

If you simply take care of these 4 items on your website, you will see an increase in leads on your website.

Does Your Website Truly Showcase The Quality Of Your Work?

There are too many bad web developers and old website technologies that out there that cause business owners to have awful, old websites that simply don't work.

And when the website technology isn't working properly, it makes you appear as though you have unprofessional work - even when you know you are a leader in your industry.

Your website should represent the quality of your work & remain easy for you to manage and update along the way. 

That is why I build websites in Squarespace and teach business owners how to easily manage their website on their own.

When you are control of your website, with a web platform that keeps on working year after year, you can focus more on your business and less on old, outdated technology. 

Getting a beautiful website for your business that actually works is not difficult.

Here are the three main steps:

1. We discuss your business & online marketing goals.

2. We design a beautiful website that showcases your best work.

3. We teach you how to manage your own website. 

If you are ready to ditch an old, out-dated website that isn't working well & want a website which showcases the best work you do, get in touch today about your project.