How to use email marketing to drive your growth

Email marketing is arguably the most personalised form of marketing. At a time when your target audience is inundated with online ads and other outreach activities of brands and businesses, email marketing can provide the differentiated touch.

But despite the documented success of others, they don’t guarantee yours. You’ll need a strategy unique to your needs to make it work. We’ve outlined in this post the pillars of an email marketing strategy that can drive growth. They’re often overlooked or paid scant attention. If you get them right, you’ll be well on your way to email marketing success.

1. Identify and clarify your goals

It’s easy to jump onto the email marketing bandwagon, but do not expect to reap the rewards if you’re unclear of your goals. Given the highly personalised nature of email marketing, without a clear agenda, you’re at risk of confusing your target audience. This might have negative consequences on their perceptions of your brand.

2. Offer good content

If you assume your email outreach effort will not be opened or trashed, chances are you’ll pay more attention to the quality of the content that accompanies it. By 2021, 320 billion emails will be sent daily (1). To gain your target audience’s attention, invest in good content, as this will increase the perceived value of your brand.

3. The right platform makes email marketing a breeze

Aside from budgetary considerations, choose a platform that’s easy to manage and leaves a good impression on your target audience. Today, marketers have a wide array of platforms to choose from to suit their needs. Your marketing agency, if you have one, should be able to recommend the most appropriate platform for you.

4. Observe the rules of the game

Email marketing isn’t a blank cheque to invade the inbox of your target audience. Although most people expect to receive some form of email marketing communication, it doesn’t mean they accept it. It’s for this reason that there are legislations governing the use of it. Observe them appropriately.

Ready to drive growth with email marketing? Connect here.

How to measure growth contribution of inbound marketing

One of the most effective digital marketing strategies businesses have deployed in the last 5 years is inbound marketing. At a time when people are growing weary of sales tactics, inbound marketing provides businesses with an alternative to wow and woo. As such, it’s an opportunity for businesses to convey their authority and credibility.

However, like every marketing strategy, it has to be worked on. After all, inbound marketing isn’t a magic wand. There are marketing levers you’ll need to push up or down accordingly to achieve the desired results. Knowing which to look at and adjust will be important.

In this post, we’ll focus on your website analytics for guidance to measure the contribution of your inbound marketing to business growth.

1. Source of traffic

Essentially, knowing your sources of traffic answers the question “where are your visitors coming from?” Broadly, there are two main sources you’ll need to look at, namely, direct traffic and organic traffic. The former refers to visitors who landed on your website directly; the latter through links they discovered. It also pays to keep an eye on social media and email marketing if they form part of your inbound strategy.

2. Sessions

This isn’t a feel-good metric. It can reveal the level of engagement visitors with your business, your website, as well as the content you have put out. If the sessions are extremely short, it’ll alert you to potential issues in the user experience. It makes sense for you to address any issues promptly to improve the effectiveness of your inbound marketing.

3. Conversion rate

This refers to the conversion rate of your landing pages. Obviously, you’ll be looking at the highest number possible. But an effective conversion rate is above 2%. When someone fills out a form or shares their contact details associated with your landing pages, they will add to that conversion rate. They are regarded as a marketing qualified lead.

4. Contacts

Is your inbound marketing contributing to the growth of your prospect or customer database? Keeping a close eye on the growth of your contact database is important when it comes to converting leads into customers, and making sure you follow-up with leads at varying stages of the marketing funnel will ensure you can capitalise on your inbound sales enquiries.

Are you looking to start an inbound marketing campaign? Get in touch with us for a free consultation.

5 reasons why content is king

Content marketing has quickly established itself as the popular new kid on the block. Everyone’s telling us we have to have a content strategy, but what is it really? Cutting to the chase it’s about distributing material that is valuable and interesting to your target audience. For example, this can include blog posts, articles and videos.

Here’s why content is king:

  1. Educational and informative content can help you demonstrate your expertise – what better way to show potential customers your thinking and approach. If they like what they read, hear or see, they’ll be knocking on your door in no time!
  2. Google loves content. The more content and keyword phrases you publish in your areas of expertise, the better chance your customers have of finding what they are looking for. Google now also looks at the scope of content (topic clusters) and sends more traffic to people who appear to be experts on a given topic.
  3. Builds relationships. Good quality, relevant content will help you strengthen your connection with your potential target customer groups and build your brand at the same time.
  4. Content can save you money. According to a recent study by Hubspot, the average cost of a lead generated by content (inbound marketing) was 60% less than leads generated from more traditional (outbound) marketing tactics.
  5. Attract leads anywhere, anytime. Content works for you 24/7 allowing you to not just target based on interests but also expand your traditional geographic market.

Invest in Capstone Marketing to attract, convert, and close qualified leads into customers. Our comprehensive growth strategy improves your organisation’s ability to attract, convert, and close. We help you turn strangers into prospects and leads into customers.