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5 Tips for Top-Notch Images in Every Email

Fri, 07/04/2014 - 07:00

Images can make or break your email. The right image can draw a recipient’s attention and increase the likelihood of clicking on your call to action.

“Images are critical to emails,” says Russell Cragun, the marketing manager at Doba, a Utah-based shipping company.  To make sure you’re getting the most bang for your visual buck, we put together a few tips to utilize email images well.

1. Use crisp images
Now is not the time for amateur photography. You want eye-catching images that make your email recipient take notice, Cragun suggests. Check out the email below. EBay uses one simple image to promote its “Dress to the 9s” sale. The image is simple, yet gets your attention; the colors pop; it’s not pixilated or blurry; and it relates to the content. That’s the kind of image you want. Tip: Use 72dpi images for emails and always size down an image (larger to smaller), never try to size up (smaller to larger) – This will prevent blurriness and pixilation.

2. Showcase your product well
When showcasing your products via email; you want your products to look good. If you’re not well versed in photography, consider hiring a professional to take some glamor shots of your products. Take a look at the email below from Coach. The products are nicely and clearly displayed. There aren’t any distracting backgrounds or colors, which allows the products to steal the show.

3. Stock photo sites are always a possibility
If you’re in need of a few general images, you can always go to a stock site like iStock or Shutterstock. When you’re searching for images, try to use specific search terms so you get a unique list of options. Sift through a few pages and see what fits your content needs and what catches your eye. Ensure you follow usage rights for any images you select.

4. Graphics or artwork can work, too
Are you trying to showcase something that’s less than visual? Solve the problem by creating graphics or some sort of artwork. The email below, for example, is to encourage recipients to nominate someone for a content marketing award. That’s could be a tough one to find a visual for. However, the strip of artwork on the top adds some dimension to the email, don’t you think? You don’t always have to use a picture.

5. Don’t go overboard
You can use more than one image, but if you use too many, you may run the risk of overwhelming your subscriber. Fortunately, if you’re using VerticalResponse to send out emails, there are plenty of templates to pick from. With the right template, you can use multiple images without making the email look cluttered.

The email below uses five pictures, which sounds like a lot, but this email design works. The placement of the pictures draws your attention to the text and call-to-action buttons in the middle.

How do you find and use pictures for your emails?

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© 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post 5 Tips for Top-Notch Images in Every Email appeared first on VR Marketing Blog.

Advice from a Social Pro: The Best Content to Share on Social [VIDEO]

Fri, 07/04/2014 - 06:00

In this episode of “The Magic @ Ball of Social Media,” our video series where experts answer small business social media questions, we sit down with Jessica Gioglio, Social Media Manager at Dunkin’ Brands. She’s also the co-author of The Power of Visual Storytelling. Gioglio provides great tips to small businesses about using visuals to engage with their community.

© 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Advice from a Social Pro: The Best Content to Share on Social [VIDEO] appeared first on VR Marketing Blog.

Back-to-Basics: 5 Email Marketing Fundamentals You Should Revisit

Thu, 07/03/2014 - 06:00

While summer may be in full swing in the Northern Hemisphere, back-to-school and the back-half of the year will be here before you know it. Before you ramp up your emails, there are some key email marketing fundamentals you should revisit:

1. Always keep a goal in mind

There are several reasons to send email: To share news, build loyalty, educate, invite people to events, drive traffic to your site, sell your product or service, etc. But what is your specific purpose? Before you create an email, think about the outcome you want. Are you trying to grow your business or email list? Sell a product or get more donations?

Have a goal in mind and tailor your email’s information and call-to-action to that idea or plan. Are you trying to establish yourself or brand as an industry expert? Send a frequent email newsletter with educational information, tips, how-tos, and industry news. There are many types of emails you can send; keep them all on track to your specific goal.

2. Follow these basic email tips

  • Mail regularly – You want your email subscribers to think of your business when they need the product or service you offer, so remind them of your presence with email. Mail at the least, once per month.
  • Send what you promised at sign-up. If subscribers signed up for tips and tactics delivered twice a week, that’s what you should deliver. Part of keeping your email readers engaged is sending the information they actually wanted.
  • Use images and links - Always include a mix of images and text, and include links back to your website, products or services.
  • Make it readable – At every step of the email creation process, think of your readers. Use a sans serif (no curlicues or swishes on the letters) font such as Verdana, Arial or Times New Roman in black or dark grey for easy reading.
  • Include a postal address and unsubscribe link – A postal address and unsubscribe link is required by CAN-SPAM.

3. Understand delivery

Getting your email to your subscriber’s inbox is important – if it ends up in a SPAM folder, all that hard work you put into it won’t be seen by anyone. Do you understand the basics of email delivery, and more importantly, how you can affect it?

Most business emails are made up of HTML; there’s usually a template involved, which includes images and links. HTML emails are multi-part MIME, which means there’s the nice HTML version, and a just-in-case backup that’s only text. If you’re using an email service provider, like VerticalResponse, you don’t need to think about this, we take care of it for you. Once you’ve created your email and hit send, the email moves through the Internet ether and through a number of authentication gates until it gets to your reader’s ISP (internet service provider). This is where your email gets a thumbs up (or down) and then moves on to your reader’s inbox, hopefully. The ISP gate is where the content of your email in part determines where your email will end up. Working with an ESP like VerticalResponse helps your email get to this gate; we make sure all the tech stuff you need is there, but you need to make sure the content is relevant and valuable. A few things to keep in mind when creating your email to ensure top-notch delivery:

  • Have a good balance of text and images, and make sure your important information is listed in the text just in case images are blocked.
  • Use links in your emails, but make sure you only link to trusted sites. Bad links can cause delivery issues.
  • Keep your HTML code clean, or use a pre-designed template from your ESP.
  • Send what you promised at sign up to keep your readers engaged. ISPs look at many things, and engagement is part of that.
  • Mail only to people who have requested your emails.

For more help and information on email delivery, here’s our free guide To the Inbox and Beyond – The Ultimate Guide to Email Delivery.

4. Build quality lists

The better quality your email lists are, the more likely your email will get delivered. Only use “opted in” email addresses for your marketing – Those who have agreed to receive emails from you. You’ll see higher engagement, better inbox placement and fewer unsubscribes and spam complaints. Once you’ve been mailing for a while, segment your lists. Never consider buying a list – It goes against the rules for most ESPs and spam laws, plus it’s not the best way to start a relationship with your potential customers. Slow and steady list growth wins the race every time.

5. Use an ESP

An email service provider (ESP) can help your small business generate and send emails that are targeted to your customer niche, and provide results. We’re here to make it easy. We’ve put together a list of criteria you’ll want to look for in your search for the right ESP.

Have any email fundamentals you think are important to add to the list? Let us know below.

 

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© 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Back-to-Basics: 5 Email Marketing Fundamentals You Should Revisit appeared first on VR Marketing Blog.

Google Knocks out Authorship Photos

Wed, 07/02/2014 - 07:00

Google is making big changes to its Authorship program that are stirring up mixed feelings amongst content creators.

Many small businesses with a penchant for producing quality content flocked to Google Authorship. With a little work, this handy tool added some unique information to your content when it popped up in search results, including your picture and the number of followers in your Google+ community. It looked like this: 

Now, Google has done away with the author’s photo and follower count in searches. Your name will still be included in the search results, but no picture or social stat. Now, it looks like this:

What’s behind the changes?
John Mueller, the Webmaster Trends analyst for Google, briefly explained the reason for the change on – where else – his Google+ page. He says Google is trying to “clean up its look” and enhance the overall appearance of search results on mobile devices. In other words, pictures and follower counts were cluttering up prime real estate on Google searches.

Were pictures and social stats important?
Research indicated that a reader’s eye was drawn to those small profile pictures. Not only did they attract attention, but content with a profile picture had higher clickthrough rates, says JoAnne Funch, owner of Marketing Dish.

However, Mueller says that recent Google research shows clickthrough behavior isn’t much different with or without the picture.

Is Google Authorship still worth it?
Google Authorship isn’t going away, but it’s safe to say that one of the main reasons that people signed up for it was to get their picture in search results. With that feature gone, marketers think fewer people will take the time to set it up.

However, your byline will still appear in the results, and while that’s not as attention-grabbing, it can still make a difference in your website traffic, Funch says.

Plus, Authorship is a good way to let Google know that you exist. Google has touted the importance of businesses showcasing their authority on certain topics, and Authorship is still a viable way to say, ‘Hey Google, my business knows its stuff.’ 

What else should you know?
There are a lot of questions about this new change and details are still developing, but here are a few other pieces of information you should know:

  • Your Google search rankings won’t change
  • Your picture and stats are gone but it won’t have any effect on where your site lands in a search.
  • Pictures will be offered with Google News
    • Content that lands within Google News will have a smaller profile picture next to the company’s logo, like this:

    • Most content written by a small business owner, however, won’t make it to Google News.
    • Tracking is still available.
    • If you’re a metrics nut, you can still see how your authored content is doing via Google Webmaster Tools.

    Despite the changes, it’s best for companies to keep creating quality content, says Scott Rodgers, co-founder of marketing company Tier10.

    “Stay the course,” he says. “Create relevant, unique content. It seems that kind of content will survive past, current and future changes.”

    What do you think of the new changes? How do you think the elimination of photos will affect clickthrough rates? Tell us your thoughts in the comment section below.

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post Google Knocks out Authorship Photos appeared first on VR Marketing Blog.

    A Beginner’s Guide to Google Webmaster Tools

    Wed, 07/02/2014 - 06:01

    Your website is like a high-performance car. Similar to a Porsche, your website should grab attention, navigate easily and hit max speeds. To keep a fancy sports car in tip-top shape, you use a specialized mechanic. To keep your website in tip-top shape, you should use Google Webmaster Tools (GWMT).

    Think of this Google feature like a toolbox full of fine-tuning agents that can help you improve your website. GWMT isn’t just about performance either; you can learn how customers find your site and use this information to tweak certain pages and boost website traffic.

    “Google Webmaster Tools is a free resource that gives you a ton of useful information,” says Chipper Nicodemus, our Search Engine Optimization (SEO) Manager. “You don’t need to understand Google’s algorithms or have a vast Internet background to use it, either. It’s a user-friendly tool that business owners should dive into.”

    At VerticalResponse, we want you to get the most out of your website. So, let’s follow Nicodemus’ advice and dive right in. We’ve created a guide to walk you through all that GWMT has to offer.

    Set up and verification
    First, you need to sign in to GWMT. If you have a Gmail account, you’ll need your Gmail password. From there, you’ll enter the URL of your website. You’ll also need to verify that you’re the owner of the site. There are a couple of ways to do this, and it varies depending on things like where you created your site. To figure out which process is right for your site, check out this link to the GWMT verification methods.

    Familiarize yourself with the dashboard
    Once you’ve set up and verified your account, you’ll be able to access the GWMT from one dashboard. Our guide will go through each one of the tabs on the left. We’ll explain what each feature does and tell you what you can learn from it.

    Site messages
    If Google wants to communicate with you, this is where they do it. For instance, Google will send you a message if there have been any attempts to hack your site, or if a new version of software is needed. It’s just like an inbox; you want to keep an eye on incoming messages.

    Search appearance

    Structured data

    • When you do a search, you’re presented with a list of relative links. Each link has a brief description under it, which helps users decide which link is best suited for their needs. For example, when you Google “Best Italian restaurant in Miami,” you get these results with snippets under each link. 

    • Wouldn’t it be nice if you could control what those snippets say about your business? You can do that by creating structured data, which is what Google uses to create your snippet.
    • To create this data requires some HTML knowledge. It does get a little technical, so if you’re a beginner, we suggest you check out the next option on the list, data highlighter, which is an easier tool to use that achieves similar results. However, if you’re up for a little challenge, GWMT has a step-by-step process on its website to help you create the snippet that appears in a web search.

    Data highlighter

    • Think of the data highlighter as a tool to teach Google what’s important on your site. You don’t need any HTML experience, just go into your site, highlight certain types of data and categorize it. For instance, if a local hotel highlights text about its upcoming concert series and categorizes it under “event,” Google will showcase it in a search like this:

    • There are several kinds of data that you can highlight including: articles, events, local businesses, restaurants, products, software applications, movies, TV episodes and books.
    • Like the structured data tool, you’re telling Google what information should show up when your site is searched.

     HTML improvements

    • If there is something you can do to make your user’s experience better, Google will let you know in the HTML improvement section. Here’s a look at what might appear: 

    • You might see suggestions like “duplicate meta descriptions.” You’d fill out this field to describe a particular entry. For example, when you write a blog post, you’d put a brief description of the post in the Meta description field. You don’t want duplicates, so Google will warn you about something like that in the HTML improvement section.
    • You’ll also see title tag suggestions. These titles are what show up as links in the search. For example, when you search “VerticalResponse,” the purple text is the title tag and clickable link. These suggestions will help you fine tune your titles so searchers know what your site is all about.

    Site links

    • You know those additional links that show up under the search results? They’re called site links. For instance, when you search “VerticalResponse” you not only get the link to the main page, you also get a series of other links, like the “Log In” and “Pricing” links that you see below. These are site links. 

    • Right now, Google selects these links for you, but through this tab on GWMT, you can demote a link if you don’t want it to appear in your search results. Just put in the URL of that particular page and click “demote.”

    Search Traffic

    Search queries

    • This is probably the most beneficial tab on the GWMT. Here you’ll find out how people get to your website.

    • You’ll see a list of search terms that led people to your site, which is a valuable tool, says Nicodemus. “As a business owner you assume you know which words people are using to find your site, but this list can reveal terms that you weren’t even thinking of,” he says.
    • Learning these search terms might persuade you to make some product adjustments, Nicodemus says. For instance, if you’re selling coffee mugs online and a lot of people find your site by searching “brown coffee mugs” and you’re only selling black mugs, you might consider adding brown mugs to your product line. “It’s a great way to find missed opportunities,” Nicodemus says. “Business owners can use this information to add products, remove under-performing products, and create relevant blog content that uses these keywords.” 
    • The search queries page will also show you a graph of impressions and clicks. Impressions are the number of times that your site showed up in search results. Clicks are the number of times people actually selected your website from the results, and the click through rate is the percentage of impressions that resulted in a click to your site.
    • How do you keep these stats high? One of the best ways is to keep your site updated regularly with high quality content.

    Links to your site

    • This section tells you who links to your site and how. It’s organized in basic categories like “Who links the most” and “Your most linked content.” Why does this matter? The more quality sites that link to yours, the better your Google ranking. If you’re providing quality content, other sites will link to your content naturally.

    Internal links

    • To improve navigation on your site, you’ll want to provide internal links. For instance, on this VerticalResponse page “Check it out” and “Apply now” are two internal links that take customers to another spot within the website.

    • Internal links make it easier for people to surf your site and tell Google the importance of a page. The more internal links that point to a page, the more Google assumes its significance. 

    Manual Actions

    Google Index

    Index status

    • This tab shows you the total number of URLs that Google has recognized and will appear in search results. Google finds these URLs with a ton of computers that “crawl” through the Internet to look for new and updated pages online. Once a new page or an update is found, the Googlebot scans it for important information and indexes it so it can be found during a search. 
    • The index tab shows you the number of URLs the bot found. Why is this important information? You want to make sure that Google can find and index your site. A steady increase in the number of URLs is proof that Google can find your site and catalog the content on it. Here’s a good example.

    • If you see dramatic increases or decreases in the graph you might have a problem with your server, or something is blocking Google from crawling your site and you’ll want to investigate further. Again, a steady increase is all you really need to look for here.

    Content Keywords

    • This is a list of the most significant keywords that are used throughout your site.

    • The keywords are listed in order of usage, with the most used keywords at the top. You can click on each word and see where it appears on your site. This information, along with the search queries information, can tell you how Google interprets your business site.
    • If you feel like the keywords that are listed aren’t accurately reflecting your site, it’s time to rethink your content strategy. You might consider making a list of keywords you want associated with your site, and add the keywords that people are using to find your site (found under the search queries tab) and create a master list of keywords. Use those keywords in your website content and blog topics.

    Remove URLs

    • If Google has indexed a part of your website that contains confidential information, you can send a request to have that URL removed. This should only be used for emergency cases, like exposed confidential data.

    Crawl

    Crawl errors

    • As the Googlebot crawls through your site, it will list any errors it finds with your site. Here’s a look at a typical list of crawl errors.

    • The most common error is a 404, which means the page can’t be found. If you’ve redesigned your site, you might see this a lot if you didn’t redirect people to the right page. You’ll also see these error messages if you take down old content. If another website linked to that old content, you’ll get the 404 error message too. If that’s the case, send an email to the site manager and ask to have the link updated.

    Crawl stats

    • This shows you how often Google is crawling your site. You’ll want to check this graph from time to time to make sure that Google is scanning through your content. If you think Google should be checking in more often, make sure you’re updating content regularly and you’ll keep the bot coming back for more.

    Fetch as Google

    • This handy tool lets you see a webpage the way Google does. Just enter a URL and hit “Fetch.”

    • This option is particularly helpful if you’re trying to troubleshoot issues with your page. For instance, if you have crawl errors or HTML suggestions and you’re making attempts to fix those issues, you’ll be able to fetch the page and see if the problem is fixed in the eyes of Google.

           Blocked URLs

    • If you have content on your site that you’ve blocked from Google on purpose, you’ll see a list of those links here. Remember when we talked about confidential pages that you didn’t want Google to include in searches? You can keep track of them here.

           Sitemaps

    • A Sitemap is exactly what it sounds like; it’s a map that helps Google recognize all of the pages on your site. This isn’t something the Googlebot handles, you actually have to create an XML sitemap and submit it to Google. How do you do that? We suggest using XML-sitemaps.com. This site will walk you through the process and get the information to Google. It might sound techy, but it’s beneficial. If you can get Google to recognize all of the pages on your site, your searchability will increase.

           URL parameters

    • This section allows you dictate which URLs Google crawls, but unless you’re an Internet aficionado, you’ll probably want to stay away from this. If you enter the wrong URLs you can negatively affect your site. It’s best to leave this one to the pros. 

            Malware

    • If your site has fallen victim to hackers, Google will let you know. You can also request a malware review from Google to make sure all infected areas are clear.

           Security issues

    • This tab is another way for Google to get in touch with you should there be any security concerns. It’s just another inbox-like feature that you should monitor.

    Additional tools

    • You’ll find some helpful resources in this section. We’ll go over the most important and easy-to-use tools.

    Google Places

    • You want customers to be able to find your business, its location and contact information in a snap, right? Then you should check out Google Places. In a few simple steps you’ll get your business on the map – literally. A map with a pin showing your location will appear in search results. Other important information will also pop up in searches.

    Google Merchant Center

    • When you Google “new shoes,” a list of relevant links come up along with several pictures of products. 

    Page Speed Insights

    • If a customer has to wait for your page to load, they might get impatient and go to a competitor’s site. To avoid this, use the Page Speed Insights tab to see just how fast your page loads on both a desktop computer and a mobile device. Check out the report below.

    • You’ll get a rating. In this case, the desktop rating is 81/100. To improve the speed, it gives you a list of things you can change to make your page load faster.

    Labs

    Author stats

    • If you’re writing content for your site or for others, you can see a list of your top ranked articles. Of course, you’ll need to associate your articles with your Google profile for the posts to show up. You can learn more about that through the Google Authorship site. It’s worth your time. It shows you what articles are getting read so you can adjust your topics accordingly.

    Instant preview

    • This option is a lot like Fetch as Google, it shows you a page as Google would see it. It also tells you if there are any errors as the bot works to preview the page. Again, it’s another way to learn about bugs in your system.

    Hopefully, we’ve helped you learn your way around GWMT. It’s a powerful tool for business owners who want to improve their website performance and traffic without spending a dime.

    Are you using GWMT? Which features do you find the most valuable?

    Get started with VerticalResponse with a free account today! 

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post A Beginner’s Guide to Google Webmaster Tools appeared first on VR Marketing Blog.

    How to Set up LinkedIn Sponsored Updates

    Tue, 07/01/2014 - 06:01

    LinkedIn has always focused on the professional audience from the very beginning. But in the past, you may have only visited the site when you had an update to your resume or were trying to find a connection for that perfect job. However, like other social networks, LinkedIn evolved.

    Last year, LinkedIn began focusing on content marketing as a key piece of its growth strategy.

    Around the same time, LinkedIn introduced a new marketing option called Sponsored Updates. This is an in-stream native ad unit that promotes content from a LinkedIn business page to the world’s largest professional network. But a lot of people are unfamiliar with these sponsored updates, so we thought we’d take a few moments to break them down. Let’s jump in.

    When you add a piece of content to your LinkedIn business page, you’ll notice a sponsor update button toward the bottom of the post.

    If you click the sponsor update button, you’ll be taken into the Campaign Manager where you can sponsor or promote this piece of content. If this is your first time sponsoring a piece of content, you’ll be prompted to enter a credit card into the system. For future sponsoring opportunities, you’ll bypass this step. 

    You can now choose the sponsor content button, where a drop down will appear allowing you to name your campaign, choose the company this campaign is for (you will only have multiple options if you’re an administrator of multiple business pages) and click the update you want to sponsor.

    Next, you’ll be provided with a preview of what your content will look like on various devices including a PC, smart phone and a tablet. This is a helpful feature that other social networks don’t currently offer.

    Once you click the next button you’ll be moved over to the targeting section. Here you can target a location based on the area.  For example, you can’t target a specific city like San Francisco, but you can target the San Francisco Bay Area. You’re also given the opportunity to focus on specific companies and job titles if you want your content to be served up to those specific groups. One last thing to consider: The more LinkedIn members you target, the higher “per click” price you will pay. So getting more specific can make your budget go further.

    With a final click of the next button, you’re taken to the budget page. You can choose pay per click (CPC), or cost per 1,000 impressions (CPM). In our experience, we’ve seen higher return on investment with the CPC option. You also choose the total budget you’re willing to spend on this sponsored update, as well as how long the campaign should run. With a click of the launch campaign button, your advertising is now in motion.

    Once your sponsored update is running, you’ll see two different engagement metrics under the post. One is the organic traffic your post has seen, and the other is what your post has gained from sponsoring it. In this example, the difference is substantial: 92 organic impressions vs. 23,950 paid impressions.

    You can also visit your campaign dashboard to see more detailed information about the posts you’ve chosen to sponsor. One thing to highlight: Tthe budget versus the total spent. LinkedIn provides additional value to your posts, especially if they’re popular with your targeted audience. So for the example above, you can see the budget was $50.00, but my total spend was $175.00. Even though you’ll never be charged more than the budget you set, sometimes you get additional exposure at no additional cost. In this case, I received an additional $125 worth of clicks for free. We can’t confirm why LinkedIn does this, but we confirmed with a LinkedIn sales representative that it does happen from time to time. Just note that this may not be available permanently. 

    There you have it – A quick little walk through LinkedIn’s sponsored updates. We’d love to hear what you think of them, and if you’ve had any experience using them yourself. Just drop us a note in the comment section below.

    To get more marketing tips and advice, subscribe to the VR Buzz

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post How to Set up LinkedIn Sponsored Updates appeared first on VR Marketing Blog.

    8 Components of an Effective Email [GUIDE]

    Mon, 06/30/2014 - 06:00

    Every email your business sends has the potential to build relationships and boost sales. VerticalResponse is here to help ensure each email you send is effective. So, we’ve created a guide that breaks down eight components of an email. With this handy information, you’ll be on your way to creating successful email campaigns in no time.

    1. From label

    We start with the “from” label. Everyone pays attention to where an email comes from, it’s the first thing a person sees when they scan their inbox. Since this is such an important piece of inbox real estate, you want to make sure that the from label matches your company name, or whoever your recipient signed up to hear from when they subscribed to your list. This helps easily identify an email’s source.

     2. Subject line

    When an email lands in your inbox, you decide whether or not you’re going to open it in a matter of seconds, right? One of the things you base your decision on is the subject line. Your subscribers do the same. This is why subject lines are so important. You could offer your customers the best deal or information in the world, but if you have a poorly written subject line, your customers won’t get far enough to take advantage of that great deal.

    Beth Nagengast, who uses VerticalResponse to promote Cinquain Cellars, a winery in Paso Robles, California, says subject lines should be straightforward. “Tell your customer what’s in it for them,” she says. It’s good advice. Take a look at the subject line examples below.

    The email from VerticalResponse tells customers the information they can expect to read about. The email from the electronics giant offers a deal. Both subject lines tell readers why they should open the email.

    Tips to creating subject lines:

    • Keep it short. Stick to 40-50 characters.
    • Don’t overuse punctuation (i.e. !!!) or symbols.
    • Don’t use all caps.
    • Don’t repeat the from label.

    For more tips, check out our Savvy Subject Line guide.

    3. Pre-header

    The pre-header is like a subject line’s sidekick. It’s the first line of text in your email. Some email programs, like Gmail or mobile phones, include the pre-header after the subject line so the reader can get a little more information before opening the email. See the grey text after the subject line? That’s the pre-header.

    It’s another way to grab attention. Whether it’s displayed next to the subject line or not, that first sentence in your email is vital. You want customers to keep reading. Try to write something that builds on the subject line and tells readers exactly what the email is about.

    4. Content

    Now it’s time to get to the meat of your email marketing: content. The message that you create should provide value to your customer. Teach them about your business, offer a promotional deal, or keep them informed about new products or services. Whatever your goal is, make sure the content is succinct and informative.

    To set your emails apart from the rest, make a commitment to quality. Create content your customers want to read and then keep it coming. You want your customers to look forward to your emails. Importantly, every email should be error-free. You don’t want to sink your credibility with an email that’s riddled with misspellings and grammatical errors.

    You’ll also want to vary the kind of content you send. You can’t fill your customers’ inbox with dozens of promotional emails. If you try to sell too hard, you’ll push customers away. Offer an array of content. A company newsletter is the go-to email marketing for Cinquain Cellars. It helps the company build a relationship with customers. From product tips to a company newsletter, the name of the content game is diversity.

    5. Call to action

    The point of every email is to get subscribers to take some kind of action. Whether you want them to make a purchase or take an online survey, a clear call to action makes it easy for the recipient to follow through.

    When you’re creating an email, ask yourself, “What do I want the recipient to do?” If the answer is to make a purchase, you could include a “Shop Now” button in the email. If you want customers to take a survey, you would include a link that takes the recipient directly to the questionnaire.

    The main thing to remember when creating the call to action is that it should be clear. We’re talking blatantly obvious. Take a look at this email.

    The call to action is easy to identify. Recipients click on the “Shop now” button, which takes them directly to the online retail mecca in seconds.

    One of the best ways to create a clear call to action is to use a clickable button. Check out our button creator to get a killer call to action button for your next email.

    Tips to creating a strong call to action:

    • Keep it short: A call to action should be no more than five words; most are only two words. You want something that’s simple and effective. No need for flowery language here.
    • Use active language: You want customers to act now, not two days from now. Use active words to get your customers moving. Phrases like “Purchase now” or “Try our new service today” are good examples.
    • Create a sense of urgency: Give customers a reason to act now. For instance, put a limited time frame on deals so customers won’t wait.
    6. Images

    There’s an old saying that a picture is worth a thousand words, and it especially holds true in email marketing. Using an image in an email is a great way to appeal to your customer’s visual nature. One of the easiest ways to incorporate images is to highlight your product or service. Take a look at the example below.

    This email wouldn’t be nearly as effective without the pictures of the product. The images give customers an idea of what the new product looks like. It’s invaluable information for customers and gives them a reason to shop.

    If you’re trying to market something that isn’t product-related, such as a service, you have to think outside the box. For instance, think about whom your product or service helps and try to use an image that relates. Take a look at the example below.

    This online university uses a picture of a mom and a child in its email to encourage adults to come back to school. Notice how the image complements the text. That should be your goal.

    7. Social media buttons

    Don’t forget to include social media buttons in your email. You want your customers to engage with your brand as much as possible, so make it easy for them to check out your feeds. Take a look at the email below. Notice the Facebook, Twitter and YouTube options near the bottom.

    8. Unsubscribe option

    You may not be aware of it, but there are laws regarding email marketing. The CAN-SPAM Act says your email must include a way for customers to opt out. You can go about this in a couple of ways. You can put the word “Unsubscribe” at the bottom of the email that is linked to an unsubscribe option so customers can click on it and remove their names from your list. Or your readers can hit reply and include Unsubscribe in the subject line. At VerticalResponse, we manage all your opt outs.

    This guide is just the tip of the email iceberg. We have tons of resources for you. From our digital marketing blog, to our weekly newsletter packed with tips and trends, we’ve got you covered. VerticalResponse will help you make the most out of every email you send.

    Get started today. It’s free!

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post 8 Components of an Effective Email [GUIDE] appeared first on VR Marketing Blog.

    How to Sponsor an Update on LinkedIn [Video]

    Fri, 06/27/2014 - 06:00

    In this installment of Tips in 2, our video series of helpful, two-minute small business marketing tips, our senior social media manager, Derek Overbey shows you how to easily sponsor an update on your LinkedIn business page. Touching on the basics of getting a sponsored update off the ground, we’ll take you step-by-step through the process of leveraging the incredible reach of LinkedIn. 

    Want more fresh marketing tips and advice? Get the VR Buzz delivered daily. 

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post How to Sponsor an Update on LinkedIn [Video] appeared first on VR Marketing Blog.

    The Beginner’s Guide to Email Marketing

    Fri, 06/27/2014 - 06:00

    So you’ve heard the buzz about how easy and cost effective email marketing can be for your business. But, you might not be sure where to start?  We’ve put together this handy guide to help you get started in a snap.

    Build your email marketing list

    If you’re just getting started with email marketing, your list might be fairly small. That’s okay. Everyone starts somewhere, and you’ll grow your list over time. Just make sure you’re collecting email addresses, and especially that you have an opt-in form on your website, blog and applicable social networks so new people can sign up to join your list.

    We recommend including information along with your sign-up form to let your new subscribers know exactly how often you plan on emailing them (whether it’s once a month or twice a week, or another timeframe), and what type of information you’ll be sending. That way, people know right away what they’re signing up for when they sign up, and expectations are set, so there aren’t any surprises.

    It also allows you to offer an incentive for subscribers, whether it’s special email-only discounts and deals, or information about new products and specials before they’re released on your website.

    Start small

    Not sure how often to send email? It’s better to start small, emailing subscribers once or twice a month, or more often if that is what you offered when they signed up. It’s important to only send what you promised. If you need to increase the frequency later, or during a busy season like the winter holidays, you can email your subscribers and let them know in advance what to expect. A word of warning: Don’t add anyone to your email list without their permission. If they’ve entered a contest or drawing or you’ve gotten their business card, make sure to drop them a line to ask if they want to be on your email list – instead of adding them directly.

    If you need ideas of what to send, we’ve got 50 unique ideas for you here.

    Segment your list

    Even if you only have 20 or 30 people on your email list, it’s not too soon to start segmenting it based on the type of information people are looking for. Local customers interested in events or workshops may go on a different list than those who live out of town. You may offer three different products for three unique groups – in which case it’s a perfect time to begin tailoring your marketing to specific groups of people, offering information specific to them instead of a one-size-fits-all approach. Do what’s right for your subscribers

    You may get emails from chain clothing stores each day, telling you what to buy and what’s on sale. “That’s how they do their marketing,” says Jill Bastian, our own Training and Education manager. “For them it’s pretty successful, but for small businesses, people have different expectations.”

    If you try too hard to emulate big companies, you could get in trouble. People may get annoyed with a high volume of emails. “Pay attention to your stats,” Bastian advises. “If subscribers drop off, look at your content. Are you sending the right information? Are you sending too often? Too many messages saying ‘Buy! Buy! Buy!’ can be really off-putting to people,” so make sure to intersperse useful messages with informational content in your email marketing.

    Find your voice

    As a small business owner, your tone may be able to be a bit more conversational than an email sent from a big business (depending on your industry or type of business, of course). Spend some time finding your company’s voice to ensure your messages hit the mark.

    Be consistent

    A rookie email marketing mistake is to simply send an email when you have something to say. But it’s better to email on a regular basis. Disappearing for even a couple of months can confuse your readers, who may forget about your business before you hit send nine weeks later.

    Quality content

    Another common mistake is to only send sales pitches to your readers. “There’s more to sending out an email than putting some pictures of your product and saying, ‘okay, go buy it,’ because people won’t keep looking at the email if you don’t spend a little bit of time writing it,” says Bastian. Instead, post highly valuable content your readers are interested in and which they would benefit from, whether they use your product or not. Things like how-tos, tips and product help are popular types of content.

    Make it readable

    You’ll want your messages to be easy to read, no matter what device your readers are on, or how much time they have. Using bullets and subheadings makes your email easy to scan, even, for example, if someone’s quickly checking messages on their phone while taking the subway to work. Also, make sure to break up longer paragraphs into shorter ones to make your material more digestible.

    Proof and edit

    Have a co-worker glance at your message before hitting send to avoid typos, broken links or other errors after the emails hit your subscribers’ inbox.

    Testing A simple web search on online marketing can present you with a dizzying array of often contradictory information on the best way to market to your readers. The thing is, there’s no one approach that works for every business, let alone each specific group of people. And since nobody can offer you the perfect blueprint for your unique email list, the most important thing is to test. You’ll want to analyze your data from time to time, with a special look at the following:
    • Subject matter. Are there specific topics people gravitate towards? Look at the open rate on your emails to see if there are any surprises. In some industries, people are always asking about a specific topic, but the open rate for emails addressing it is low. Sometimes people think they’re interested (or not interested) in reading information about certain topics, but the data shows otherwise. Keep an eye on which types of emails are read most often, and which aren’t, so you can modify the subjects you cover appropriately. Your readers may even change their interests and preferences over time.
    • Subject line. What does better for you, emails with lots of information in the subject line or those with just a bit? If you have 200 addresses or more on your email list, A/B split testing can help you analyze two different subject lines for the exact same post to see which one gets a better response. There may be specific subject lines for your list that you’d like to test as well.
    • Email length. There’s no cookie-cutter answer for what the best length is for your emails. It may vary by message depending if you are sending a newsletter, an offer, an invitation or another message. And you can also mix up your email length, if appropriate, with some short and sweet messages and some longer, more comprehensive reads.
    • How often. Sending to your list on a regular basis is the best recipe for success. Stick with what you promised when the subscriber signed up and change it as needed as your business dictates.
    • Counting clicks. Including links to products or areas of your website can help you see what your readers are interested in – just look at the number of clicks per link.

    It’s tempting to feel like you’re done after the email you crafted is delivered to your email list, but it’s really just the beginning. Bottom line: Your email marketing campaign isn’t done when you hit send. Spend some time seeing what your customers or readers like and what they’re interested in – which products they look at or buy, which links they’re clicking on, which articles they’re reading, and so forth. Keep giving them the kind of information they want. If you’re not paying attention to the people reading your emails, then your email marketing won’t be successful.

    Get started now with VerticalResponse. It’s free!

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post The Beginner’s Guide to Email Marketing appeared first on VR Marketing Blog.

    Off the Grid Serves up Sizzling Content Using Social, Mobile & Email Marketing

    Thu, 06/26/2014 - 06:01

    In June of 2010, Off the Grid (OtG), a popular San Francisco-based “roaming mobile food extravaganza” (and VerticalResponse customer!) opened their first three markets. They say the concept was created “with the simple idea that grouping street food vendors together, similar to an ‘Asian night market’ would create an experience that would allow neighbors to connect with friends and families to reconnect with each other.”

    Fast forward to today, and Off the Grid now operate 23 weekly markets in the greater San Francisco Bay Area, with more than 150 food vendors.

    This kind of rapid growth doesn’t happen by accident, but with a carefully orchestrated marketing plan involving social media, a mobile app, email marketing and word of mouth. Like a robust recipe, Off the Grid’s successful content strategy doesn’t contain just one single ingredient. It mixes a combination of content created by their own team, as well as user generated content from attendees and food truck vendors.

    Take a look at OtG’s Twitter feed. It’s a consistent steam of updates, as well as retweets from vendors and attendees touting locations, menu options and pictures of delicious food.

    Mosey on over to OtG’s Facebook page, which boasts over 64K likes. Here, you also get a taste of content being shared by the organization, vendors and the people who love them.

    Off the Grid’s content is really smokin’ on their Instagram feed, and for good reason. They share mouthwatering pics that are easy to share, comment on and like. It’s not unusual for their posts to get hundreds of likes. They also share pictures before, during and after the events to attract attendees, as well as get current attendees to try even more of the delectable goods.

    Off the Grid rounds out all their social media efforts with email marketing. They have a prominent opt-in form located on every page of their website, and they mail numerous times a week to keep their 40,000 subscribers coming back.

    Off the Grid’s email marketing newsletter sign up form

    Lastly, OtG serves up content to their followers and fans via their mobile app. The app provides foodies with information, schedules and updates about upcoming street food markets, and available vendors in their vicinity. App users can follow their favorite vendors or markets, and receive push updates with vendor lists, fun things to do in the area, and more.

      

    By providing a variety of content, including events, food and vendors, Off the Grid continues to fuel their patrons appetites, and the company’s continued rapid growth. Have all these examples made you hungry to serve up some sizzling content of your own? We’d love to hear about what you decide to dish out in the comments section.

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post Off the Grid Serves up Sizzling Content Using Social, Mobile & Email Marketing appeared first on VR Marketing Blog.

    What’s All the Buzz about ‘Google My Business’?

    Wed, 06/25/2014 - 07:00

    A new user-friendly tool can help small businesses get a little love from Google. Using the new Google My Business, you can increase your visibility online, provide valuable business information to your customers and interact with your fans from your cell phone.

    When a customer searches your business name, wouldn’t it be nice if a map of your business popped up followed by store hours and customer reviews? That’s just a few of the things you can accomplish with Google My Business. Let’s go over some of the most important features.

    Getting started
    This new tool brings together several other Google business platforms including Places for Business and the previous Google+ dashboard. If you were using either of these interfaces, you’ll be redirected to Google My Business.

    “Before Google My Business, the interface was a bit clunky, but this new version is impressive,” says Todd Bailey, founder of online search marketing company pushStar Digital.

    If you haven’t used the previous models, just go to Google My Business and click “Get on Google” to get started.

    Create or claim your business listing
    Whether your business is an actual brick-and-mortar store or an online business, you’ll be able to manage your business listing. If you’ve worked with the previous Google platforms, you’ll claim a business listing. If you’re new or have a business that’s online, you can create a listing.

    Build a profile page
    As you work your way through the prompted screens, you’ll create a Google+ profile for your business.

    Here you can enter important business information like store hours, your phone number, a link to your business website and photos of your shop. Here’s a look at the profile page, which also serves as a dashboard.

    Share content via Google+
    From that same dashboard, you can share and engage with customers via Google+. If you look at the image above, you’ll see the G+ icon with “Share” under it. That’s where you can create a post. You can even post a message from your phone.

    Not familiar with Google+? It’s another social media tool similar to Facebook. You add friends to your circle just as you’d add friends to your Facebook page. Sharing works the same way, too.

    Access to metrics
    As you can see from the image above, the dashboard also has an “Insights” section. This is where you can get all of your metrics. You can see how well posts are doing, get a look at the demographics of your followers and see helpful charts about your engagement rates.

    “You’ll even be able to see how many people got directions to your business and see where they were when they requested the directions,” Bailey says. “This information will help owners see how far their reach is.”

    Access to customer reviews
    Word of mouth is a powerful thing. Now your customers can leave reviews right on your Google+ page.

    “This is a key element for small businesses because now they have the ability to maintain their online reputation,” Bailey says.

    If you take another look at the dashboard picture above, you’ll see the reviews section. As the business owner, you can read and respond to these reviews as needed.

    Have you started using Google My Business yet? If so, what do you think of this new tool? Tell us in the comment section below.

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    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post What’s All the Buzz about ‘Google My Business’? appeared first on VR Marketing Blog.

    4 Time-Saving Tips for Managing Social Media Overload

    Wed, 06/25/2014 - 06:00

    Social media comes with a to-do list: Post to Facebook, craft an intriguing tweet, snap new pictures for Instagram, find a post to pin – Sound familiar? Social media is a great tool to promote your business and brand, but it can be intimidating and feel time consuming.

    To help calm the overwhelming social media list, we’ve got a few tips for you.

    1. Use social media management tools
    If you’re logging into social media network and creating real time posts, you risk being on social sites all day. Make the social media hours that you log more efficient by using VerticalResponse to pre-schedule and post directly from your account, or a tool that manages multiple social channels like or HootSuite, TweetDeck or SproutSocial.

    With these online tools, you can see and post to many of your social media networks from one central dashboard. Take a look at the HootSuite dashboard below. You can see all of your feeds side by side. In this case, you can see a Twitter feed and a LinkedIn feed.

    You can also schedule posts ahead of time. Here’s what the function looks like in HootSuite.

     

    If you want to go in on Monday morning and set up posts for the week, you can. Automating posts can save a lot of time. (Before you start scheduling, read this post on the dos and don’ts of social media automation.)

    Overall, these kinds of “central command” tools can make your social to-do list easier to accomplish. Plus, you can get all of your metrics in one place.

    2. Try Swayy
    Of course, posting to your accounts is only part of the social puzzle. The other part is reading and sharing good content from your followers.

    Most social media management tools allow you to see all of your feeds at once, but you still have to scroll through each feed and look at the content. The Swayy app compiles a list of content that you’re interested in based on keywords that you feed it. Basically, it serves up content that you’re likely to share on a silver platter. With one click, you can share it, too. Here’s what it looks like.

    3. Cut back on the number of sites
    A lot of small businesses feel obligated to have a social media presence on all of the channels. That’s a big commitment. You could be juggling six to eight accounts. Even with the tools mentioned above, that’s a lot to manage. If you’re struggling to keep up with all of them, it’s okay to cut back, says Christopher Penn, vice president at public relations firm SHIFT Communications.

    “It’s better to do a few channels well than a lot poorly,” he says.

    4. Pick sites to cut
    Ask yourself how much time you have to devote to social media. Start by looking at the metrics to decide which accounts to cut. Look at clickthrough rates and conversions, and dump the accounts that aren’t contributing to your success, Penn suggests.

    Try dropping just one account, and access your time commitment again. If you’re still going over your allotted social time, consider trimming another account.

    Anyone with a social media account knows how easy it is to lose a lot of time posting and scrolling. Use the tips above to use your social time more efficiently.

    Have another tip to help small business owners juggle multiple social media accounts? Feel free to share your tips or favorite social media app in the comments section. 

    Want more marketing tips and tactics? Sign up for the free VR Buzz.

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post 4 Time-Saving Tips for Managing Social Media Overload appeared first on VR Marketing Blog.

    What’s New with Google? | June 2014 [VIDEO]

    Tue, 06/24/2014 - 06:00

    As the VerticalResponse SEO Manager, I recently attended and returned from a jam-packed week at Search Marketing Expo Advanced. I’ve also brought back the latest updates from everyone’s favorite search engine, Google. Matt Cutts, Head of Webspam at Google was the keynote speaker for a You & A session hosted by Danny Sullivan

    Here are a few points Cutts touched on, which goes into more details in the video. 

    • There hasn’t been a Penguin Update since October 2013. As a reminder, Penguin is the Google algorithm update that goes after poor quality backlinks, so if you’ve been doing some clean up and haven’t seen results, you now know why.
    • Google is adding more information to their Reconsideration Requests when people are dealing with a manual penalty
    • There couldn’t be a Matt Cutts event without an algorithm update. As you may have heard, a few weeks ago Google released the Pay Day Loan 2.0 Algorithm, and it was announced that a third version was released last week.  

    To learn more details about these announcements, check out the video below: 

    Want more fresh marketing tips and advice? Get the VR Buzz delivered daily. 

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post What’s New with Google? | June 2014 [VIDEO] appeared first on VR Marketing Blog.

    4 Things You Should Know About Canada’s Anti-Spam Legislation

    Tue, 06/24/2014 - 06:00

    On July 1, 2014, Canada’s anti-spam legislation (CASL) will go into effect. We sat down with Jennifer Noyes, Lead Delivery Specialist here at VerticalResponse to get the facts on how this legislation affects businesses that send emails. Here’s what you need to know:

    1. What is Canada’s anti-spam legislation all about?

    According to Canada’s anti-spam legislation website, “The Act will begin to take effect on July 1, 2014 when most of the Act comes into force. Once the law is in force, it will help to protect Canadians while ensuring that businesses can continue to compete in the global marketplace.” 

    2. What do I have to do to comply with the legislation?

    Noyes shared that The Act states your email must comply with these three elements:

    1. All email addresses you send to must be permission-based, meaning the subscribers specifically opted-in to receive your communications. If you are not currently doing this, you can use an email sign up form to collect permission-based subscribers on your website, blog or social media networks. [LINK TO SUP FORM post]
    2. All emails must contain an easy-to-find unsubscribe link that is valid for 90 days.
    3. Your subject line must pertain to the content in the email.

    VerticalResponse is compliant with all three elements of The Act. Check with your email service provider if you have any questions about their compliance.

    3. My business is not in Canada so I’m not affected, right?

    Just because your business is located outside of Canada does not mean you are exempt from The Act. If you’re sending email to anyone who resides in Canada, your sending practices must abide by The Act. 

    4. Where can I learn more?

    Canada’s Anti-Spam Legislation site has all of the details and this presentation from the folks at Return Path helps you prepare for CASL. 

     

    Note: The information in this post cannot be considered legal advice, and is not legally binding. 

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    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post 4 Things You Should Know About Canada’s Anti-Spam Legislation appeared first on VR Marketing Blog.

    7 Ways to Avoid an Email Blunder

    Mon, 06/23/2014 - 06:00

    Have you ever quickly sent off an email and were mortified to discover an error after you’d hit send? We’ve all been there and in order to avoid that awful feeling, we’ve created an handy list of seven ways to avoid an email blunder. Here’s what to do before you hit send.

    1. Get permission
    If you’re sending an email with say, customer quotes, or a newsletter in which you’re writing about another person, have you gotten their permission first? Business relationships take work to build and maintain, and the loss of trust from sharing what was supposed to be a private story publicly without permission can be difficult to rebuild. Play it safe by asking first; there may be factors at play of which you are unaware.

    2. Make sure your images are legal to use
    Just because you have attribution and a back link to a site where you’ve obtained an image doesn’t mean you’re in the clear. Unless you have permission to use an image, you could risk a fine or have your site shut down. Wikimedia Commons and morgueFile provide copyright-free images you can use in your blog posts and online articles. iStock Photo will sell them to you at a reasonable fee. If you’ve got a bit of a budget, you can get a subscription to ThinkStock, Getty Images or other similar services.

    3. Double-check your hyperlinks
    It’s easy to go in and fix a broken hyperlink in a blog post, but after you’ve hit send on an email, it’s often too late. Make sure to double-check all of your hyperlinks to ensure they work properly. Doing this as close to your send time as possible is preferable, so that you’re not linking to a YouTube video that’s already been privatized or removed due to copyright infringement.

    4. Check your font and font size
    Accidentally cutting and pasting from various sources sometimes leads to mismatched text. In general, it’s a good idea to type into a text editor rather than, say, a Word document, which sometimes adds unnecessary formatting. In any case, double-check your font and font size, and even font color, to make sure everything is consistent before hitting send.

    5. Check for typos
    News flash: It’s not easy proofreading your own writing, but there are a few strategies that can help. One involves taking some time away from the email or newsletter so that you’re a little more detached when viewing. Or, try reading your entire email out loud. This will help you find errors you may have missed. If you’ve got a co-worker with a good eye, ask them to proofread your message. Getting an extra set of eyes is priceless for avoiding unnecessary errors. And fortunately, there are multiple tools online that can help you with your proofreading efforts with a human eye (which is more effective than spellcheck). If you use the collaborative software program Draft to compose your messages, you can pay a small fee to have your work proofread under a strict NDA. Revision Fairy is another option.

    6. Check your subject line
    We’e discussed the importance of having a compelling, clickable subject line, but length is important, too. If your readers are checking their email on the way to work, or taking a quick glance at their smartphones on the way to a meeting, they’re not going to see your entire subject line unless you keep it short. If possible, stick to 30 characters or less. When you can’t do that, make sure that the first 30 characters make sense even when your subscribers can’t see the rest.

    7. When scheduling an email, check your AMs and PMs
    It’s always good to test various times of days to send your email, but make sure you’re doing it deliberately. Double-check your AMs and PMs when you’re scheduling your email, so you’re not inadvertently sending something at 2 in the morning when you were hoping to catch your readers in the early afternoon. Also be considerate of your time zone. If you’re sending an email at 5 pm Pacific time, your east coast friends may not engage with it like you want them to. 

    Have any other things you like to check and double check before you hit send? Share with us.

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    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post 7 Ways to Avoid an Email Blunder appeared first on VR Marketing Blog.

    A Definitive Guide to Using Facebook Insights for Your Business

    Fri, 06/20/2014 - 06:00

    Facebook has multiple metrics and analytics to help you with your marketing efforts. For example, Facebook Page Insights provides information about the content you share on your Facebook Page. It lets you see the demographics of those viewing your content, as well as user growth and how frequently a piece of content is consumed. The tool can help you better track the overall performance of your page.

    Now, Facebook is rolling out its Audience Insights tool. Instead of solely looking at interactions with your own business page, Audience Insights looks at a swath of information about your followers and target audience, like demographics, lifestyles and interests. Audience Insights is slowly being introduced across the United States; it will be available in other countries in the coming months.

    Who has access?
    Facebook Audience Insights is slowly being rolled out for business pages (not personal accounts). Your page must also have 30 fans for the data to be available. It will be available under the “Ads Manager” tool.

    To access your regular Facebook Insights, click on your business page, and then click on “Insights” in the Page Manager. 

    What data is available?

    Facebook Page Insights’ available data is divided into six sections.

    1. Overview
    This section shows how well your individual posts or pieces of content from the past week have resonated with your audience. You’ll see the total amount of ‘likes’ your page has received for the week (compared to the week prior), your posts’ reach broken down by day and compared to the week prior, engagement (likes, comments, shares and clicks), and some stats on your five most recent posts: the type of post, who you’re targeting, reach and engagement.

    2. Likes
    “Likes” analyzes the number of people who liked your page, and any changes. It can also break down organic ‘likes’ versus paid ‘likes’ (from campaigns designed to increase Facebook likes), as well as information on the number of times your page was ‘liked,’ broken out by where it happened.

    3. Reach
    Post reach shows the number of people your post was ‘served to’ – the ones who have seen the post, whether they clicked on it or not. You can compare organic versus paid reach here as well. The section also shows the number of people served any activity from your page – mentions, check-ins, ‘like’ ads and posts by other people in addition to your own posts. It also has charts for likes, comments and shares as well as the number of times your content was hidden or reported as spam, or your page was unliked.

    4. Visits
    This section shows you the number of times your various page tabs (including your photos tab, info tab, timeline, etc.) were viewed, actions people have taken involving your page (such as posting on it), and the number of times people came to your page from a website outside of Facebook.

    5. Posts
    Posts can be a very helpful tab. It shows you a breakdown of the days and times of day that your fans are online, the paid and organic reach of your posts, as well as interactions with them (comments or likes). 

    It also allows you to compare the average reach and engagement for different types of posts (links, photos, status updates). And if you’d like to compare the performance of your Page and posts with that of your competitors, there’s a section for that as well.

    6. People

    “People” breaks down the demographics of your fan base, including their gender, country and city, and language. It provides additional data about the demographics of people who have seen a post within the past 30 days, and the demographics of those who engaged with it.

    Facebook Audience Insights

    Facebook Page Insights shows you information about people who have ‘liked’ your page, whereas Facebook Audience Insights lets you choose between three potential audiences. One very broad option is the entire Facebook audience: people on Facebook in general. Another option is people who are connected to your Page (or event). Lastly, Facebook allows you to create a “Custom Audience” comprised of your current customers.

    Facebook Audience Insights is divided into five categories.

    1. Demographics. Just like Page Insights, Audience Insights shows you the age and gender of your group, but adds additional information as well: lifestyle, education, relationship status, job role and household size. 

    2. Page Likes shows you the top pages people in your group like in different categories. 

    3. Location and language is similar to Page Insights, except information about where people live, and which languages they speak is for the specific group you choose rather than just those connected with your page. 

    4. Facebook usage shows you how often people in your audience use Facebook, and with which devices. 

    5. Purchases activity shows you past purchase behavior of your group (like if they are heavy buyers in a specific industry) and how they shop (in store, online, etc.). 

    How do you use these tools?

     Facebook Page Insights

    • Analyze people. The demographic makeup of your viewers can help you better understand your audience: their age group, location, gender, etc. You can even see if there’s a variation between viewers on certain topics compared to others. This will help you further refine your content. 
    • Use Post types to see which kinds of posts have the most reach and engagement. If you see that photos (or links, or status updates) are wildly popular, you may want to add more of them, more often. You can also see which actions led to people unliking, hiding or reporting your page as spam. This may show you which types of post decrease your reach. 
    • Boost posts. If you decide you want to put a little bit of money into paying for posts to get more traffic, the data becomes more useful. “The insights on a boosted post tell me what activity was generated around the money that I spent, which is really important,” says Derek Overbey, VerticalResponse Senior Social Media Manager. If you decide to “Boost” a post, or pay money to increase its views, that’s when you’ll really want to take a close look at the reports to guide decisions for future posts. You may need to experiment a bit to determine the reason specific ‘boosted’ posts are more popular as it could be the type of post, the topic or some other factor. Looking at the data is a good starting point for hypothesizing. 
    • Stick to on-screen data. Facebook has a very robust analytics package, and allows you to download very detailed reports. Overbey recommends starting with on-screen data, which can be less overwhelming if you’re just starting out. The on-screen pictures and graphs, he says, will tell you just enough without going into too much detail. 
    • Keep it in context. It’s true that Audience Insights can give you a peek into what your audience thinks about a particular piece of content, but there are many different factors. Often times a post will resonate with a certain audience and get a lot of activity on Facebook, but won’t necessarily get a lot of clicks or activity from other social channels such as LinkedIn or Twitter. Just be aware that the data you see on Facebook Insights might not reflect a post’s overall performance on other social media channels.

    Getting Started with Facebook Audience Insights

    Facebook Audience Insights helps you learn more about the people you want to target both with content and ads.

    Get started by going to Facebook Ads Manager and creating an audience. This will allow you to hone in on the particular audience and compare them to the overall population to see what is unique about them. You can create multiple audiences if you have segmented your list.

    If Facebook Audience Insights has rolled out for you, you’ll be able to hone in on your new audience, to better understand their demographics and purchase behavior. Here’s how this could affect your marketing.

    1. Demographics. Being able to compare the age and gender of your specific audience with a more general audience can show you who to target with your products. And that’s not all: You’ll have information on education, relationship status, job roles and household size as well. For example, there’s no use advertising your dating app to an audience where the demographic includes mostly married people.

    Advertising to a target market is nothing new – Facebook has allowed filtering for ads for a while. But targeting a specific product to a list you already have is a new way to use Audience Insights.

    2. Page Likes shows you the top pages people in your group like in different categories. This can be helpful both for scoping out potential competitors and for better understanding your audience and what makes them tick.

    3. Location and language can help you hone in on specific areas. For example, if you have products targeting certain areas, you’ll be able to know this information about the audience you have selected.

    4. Facebook usage shows you how often people in your audience use Facebook, and with which devices. This may help you understand your data on engagement and views.

    5. Purchases activity shows you past purchase behavior of your group (like if they are heavy buyers in a specific industry) and how they shop (in store, online, etc.). This can affect your marketing strategy. If you have a brick-and-mortar store but your audience is far more likely to shop online than the general population, you’ll want to make sure that option is available.

    It just goes to show you, sometimes the more you know about your audience, the better.

    Do you have plans to use these new insights to learn about your audience on Facebook? Share in the comments. 

    Want more practical marketing tips and advice? Get the VR Buzz delivered daily.

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post A Definitive Guide to Using Facebook Insights for Your Business appeared first on VR Marketing Blog.

    5 Takeaways from Search Marketing Expo Advanced 2014

    Thu, 06/19/2014 - 07:00

    The Search Marketing Expo (SMX) Advanced conference in Seattle, Washington wrapped up last week. A variety of search engine marketing experts including Brad Geddes, Chris Goward, Feras Alhou, Heather Coan and many more shared their unique and valuable insights. We covered the Paid Search sessions and brought back these 5 takeaways for your business.

    1. Embrace Mobile

    Whether you’re ready or not, mobile is here. You can no longer ignore the valuable traffic and conversions that come from mobile users. It’s important to have mobile optimized sites in order to give users the best possible shopping experience, and a higher chance to convert. Design your web pages to drive users to take the action that you want, whether it’s a sign up or a purchase.

    2. Challenge Best Practices

    Challenging best practices may seem like going against everything you’ve heard or learned, but there’s truth to it. Yes, many best practices are good to follow as general rules, but don’t assume that what works for some businesses, will work for yours. It’s important to test different hypothesis and strategies before blindly assuming a “best practice” is right for your business. Try different things out, especially when it comes to your landing page designs and calls-to-action. The results may surprise you. This leads to our next take away: testing.

    3. Test! Test! Test!

    One of the biggest and most important takeaways from this year’s SMX was the topic of testing. Businesses can always improve things and testing should never stop. It’s important not only to continually test and reiterate, but it’s important to form and establish a process for doing so in order to eliminate as many affecting factors as possible. Break your tests down to manageable pieces to make things easier and continually reiterate and improve those different aspects. Remember that factors like seasonality and running promotions that may skew results.

    4. Analyze the Data

    Okay, so you’ve run some tests, now what? Analyze the results. Whether it’s a simple A/B split test or multivariate testing, make sure to look at the data in more ways than one. Slice and dice your data a different ways to tell different stories about your customer base. What you assume about your customers may not always be correct, so it’s important to analyze your data to form “personas” for your customers. Different sets of your customers may behave differently depending where they are in the sales process. Additionally, there is a wealth of information available to website owners from various paid and free tools and sources that can be used to make valuable business decisions as well including:

    5. Utilize Display and Search in Tandem

    Display and search have different capabilities and unique characteristics, and each should be utilized appropriately in tandem to get people to convert. You should use display to build awareness and trust and use search to get people the information they’re looking for about your product or brand. People who search for your product tend to be more in the “learning” or “buying” stages, so your queries and ads should reflect that. After you’ve finally gotten the person to visit your site and hopefully convert, again use search and display for retargeting to cross sell, upsell, and make your spend more efficient.

    For anyone thinking about attending SMX, it’s well worth the time and money. There are lots of informative speakers and workshops that share actionable insights for any business trying to drive online conversions. For more info on SMX, check out their site and be sure to look at slides from this year’s speakers.

    Want more marketing tips and advice? Get the VR Buzz delivered daily. 

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post 5 Takeaways from Search Marketing Expo Advanced 2014 appeared first on VR Marketing Blog.

    Everything You Wanted to Know about Email Sign up Forms

    Thu, 06/19/2014 - 06:01

    Email sign up forms can help you grow your email list, but what exactly are they, and how do they work for your business? We’ll answer those questions now:

    What’s an email sign up form?

    An email sign up form is an embedded or hosted web form you can place or link to on your website, blog, or social media sites so that a visitor can sign up to receive a newsletter or email. Typically, it’s a small box that asks for few fields including an email address. They may also be referred to as email opt-in forms, web forms, webforms, or signup forms.

    Example of an Email SIgn Up Form from VerticalResponse

     

     

     

     

     

     

     

    What’s the purpose of an email sign up form?

    It’s a small, but a mighty tool used to collect permission-based email addresses. You may have noticed the emphasis on permission-based. That’s because when a visitor fills out a sign up form and asks to be added to an email list, they’re actively agreeing to be a part of your list and giving you permission to send them email. These contacts are priceless because they’ve specifically asked to hear from your business and are highly likely to open, read and click your messages. This results in more visits to your website, blog, brick and mortar location, and hopefully more sales.

    Where should I put my email sign up form?

    The more places you have sign up forms or links to them, the better. This includes all the pages of your website, blog, your business Facebook page and more. Here are some suggestions:

    • The top side bar of your website or blog (link and/or form)
    • In the top navigation bar (link and/or form)
    • The footer of your site (link and/or form)
    • A tab on your Facebook page (link and/or form)
    • At the end of every blog post (link)
    • On your “About Us” page (link and/or form)
    • All of your social sites (link)

    In the examples below from organic skincare company, Birdy Botanicals, you can see how they prominently feature an email sign up form on their website, blog and their Facebook page. 

    Website email sign up form example from Birdy Botanicals

    Blog email sign up form example from Birdy Botanicals

    Facebook email sign up form from Birdy Botanicals

    What information should my email sign up form ask for?

    Less is more when it comes to your form. Often, just an email address is all you need. However, if you want to personalize your emails or do any segmenting of your list, you may want to add a field for first name, state or other relevant information. 

    How do I get an email sign up form?

    Most email service providers (ESPs), like VerticalResponse, offer either email sign up forms you can embed on your site or hosted web forms. In VerticalResponse Classic, you can find email sign up forms in your account in the Lists or Contacts section. You can quickly and easily customize your email sign up form and then post it wherever you like. And, once you have it on your website and other places, each time someone fills it out, their email address will be automatically added to your email list.

    There you have it, everything you ever wanted to know about email sign up forms. You can create your own in VerticalResponse now and start growing your list today. 

    Have a question we didn’t answer? Share it in the comments and we’ll get right on it.

    Want more marketing tips and advice? Sign up to get the VR Buzz delivered to your inbox daily (we’ve got an email sign up form for that!)

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post Everything You Wanted to Know about Email Sign up Forms appeared first on VR Marketing Blog.

    Grow Your Email List Using Twitter Lead Generation Cards

    Wed, 06/18/2014 - 06:00

    Want to grow your email list? Of course you do! Twitter’s lead generation cards are a great way to do just that. Outdoor apparel store, Rock/Creek, got 1,700 new email sign ups in a week by using this social media tool. Interested? We’ll show you how to set up an account and create your first lead generation card.

    What is a lead generation card?
    A lead generation card is a promoted tweet that helps your small business in two ways. First, it gets your business in front of a target audience for a small financial investment. Second, it can help boost your email list.

    People scrolling through Twitter can click on the card, which usually has some sort of deal or offer, and their name, twitter handle, and email address gets pre-filled in the form. All the persohn has to do is submit it. Here are two examples.

    What do I need to do before creating a lead generation card?
    To create a lead generation card, follow these steps or watch our five-minute video to get started.

    Create a Twitter Ads Account
    Sign into your Twitter account and click on the sprocket in the top right corner. Select “Twitter Ads” from the drop down menu. You’ll need to answer a few questions about your company and you’ll be prompted to put in a credit card number.

    • Set up a “collector”

    Next, you’ll be prompted to select a company to collect the information. They’re called CRM (customer relationship management) companies. Once you pick, you’ll need to fill out a few business-related forms. 

    What do I need to do to create a lead generation card?
    Now you’ll move on to actually creating the card. Go to the advertising option and select “cards” and “create new card.” Here’s what it looks like along with a breakdown of the fields that you’ll need to fill in.

     

     

    • Add a card image
    Visuals are important. Take time to select a relative and intriguing picture. The dimensions are also unique. The picture should be 600×150 pixels with a 4:1 aspect ratio. You can use the preview button to make sure the picture looks right.

    • Write a short description
    Most lead generation cards promote a sale, offer a coupon, enter people in a giveaway, or let subscribers download something for free or sign up for a newsletter. You need an incentive, says marketer Grant Tilus, who markets colleges and universities through lead generation cards. Give the audience something of value.

    • Include a call to action
    Create a short call to action that’s in present tense and sounds urgent. For instance, “Join us today.”

    • Link to a privacy policy
    Create a page on your website that explains what your company’s privacy policies are and include a link to that page on the card. People take privacy seriously, Tilus says; so don’t skimp on the details.

    • Fill out card details
    This is an optional link that offers more information about your campaign.

    Here’s an example of a simple Twitter lead gen card we created for the VR Buzz daily emails:

    What else should I know?
    Here are a few other tips we thought you should know about lead generation cards:

    • The cards aren’t free. You’ll need to decide how you want to pay for the promoted tweet. You can pay only when users engage or when you add a new follower.
    • Have a plan to deal with new leads. Now that you’ve got a list of people who are interested in your business or product, how will you engage with them? (A welcome email is a good first step.) Have a post-campaign plan in place.
    • Analyze the metrics. You’ll have access to a dashboard that will show you engagement statistics. Take some time to look them over and use the information to make your next campaign even better.

    Want more marketing tips and tactics? Sign up for the free VR Buzz.

    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post Grow Your Email List Using Twitter Lead Generation Cards appeared first on VR Marketing Blog.

    6 Easy Ways to Keep Track of Your Competitors

    Tue, 06/17/2014 - 06:00

    You don’t have to be James Bond or Jason Bourne to find out what your competitors are up to. Competitive analysis for small businesses also doesn’t have to take up a lot of time or money. Differentiating yourself from the competition is something every business wants to do. However, you can’t reach that goal if you don’t get to know your competitors—what they offer, what their customers think about them, what their prices are and, most importantly, what action you can take to stand out.

    Here are a few simple ways to understand out you compare to your competitors:

    1. Check out their website and ask yourself:

    • Does their website look professional or render on a PC, tablet and mobile device? How does it compare to yours?
    • What key pieces of information are different between your website and theirs?
    • What products/services do they provide that you don’t?
    • How are they priced vs. your company?
    • Do they have a an email sign up? If so, sign up for it (HINT: use a generic email address so they don’t know it’s you! Some companies will remove or block mailings to an obvious competitor email address.)

    2. Look at customer reviews

    • Check Yelp, Angie’s List, Google Reviews, Foursquare, etc. to see what customers are saying about your competition. Here are 20 online business listings to browse.
    • Are there any trends or common traits among the compliments or complaints?
    • How do your ratings compare to the competition?

    3. Use search engines 

    • Do a generic search for your business type and location (e.g., “florist in San Francisco, CA” or “yoga studio in Minneapolis, MN”) on Google, Yahoo! and Bing.  
    • Which page does the competition show up on versus your company in organic results? If your competitors are showing up higher on the page, you probably need to focus on your SEO efforts.    
    • Are your competitors using Google Ads or pay-per-click (PPC) campaigns to drive traffic to their website?

    4. Follow them on social media

    • Follow your competitors on social media sites such as Facebook, Twitter, Google+, Pinterest, Instagram, LinkedIn, or YouTube. Facebook recently rolled out the ability to add competitor’s pages to your “Pages to Watch” section and compare their results with yours.
    • How is the competition communicating with customers via social media? What types of information are they sharing and how often?
    • How many followers do they have compared to you?

    5. Set up a Google Alert

    • Find out the latest news that hits the web regarding your competitors by using a Google Alert
    • Set up the Google Alert once and any news stories related to your competitors will hit your inbox. You set the topics and frequency. 

    6. Visit or buy from them

    • Do it the old-fashioned way. If they have a physical location or a storefront, go check it out in person. Talk to the employees. Get a sense of how they interact with customers. If your business and competitor offer software or a service, sign up for a free trial, or have a chat with a salesperson. 
    • If they have an online store, buy something online and note the process. Track how they communicate with customers before, during and after the shopping experience.

    With the exception of your time, doing a competitive analysis won’t really cost a thing (well, unless you buy one of their products). It’s time well spent.

    What other techniques have you used that have worked to find out what your competition is up to? Share in the comments.

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    © 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

    The post 6 Easy Ways to Keep Track of Your Competitors appeared first on VR Marketing Blog.

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