Tag: marketing

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Is email marketing dead?

Email marketing with an image of a blank laptop and coffee.

How many emails are currently sitting in your inbox, unopened or otherwise ignored? We subscribe to so many different things, ticking the box to accept email marketing because we like the look of a free download or a special offer. Then the emails start to land… The thing is, if we feel like this as business owners, why on earth would we bother with email marketing ourselves? Who on earth is actually reading? If you’re tempted to give up writing your email newsletter (or just not bother starting) here’s why you might want to change your mind.

The right people are still reading

There are techniques you can use to encourage people to open your emails (more on that later) and to keep them reading once they’ve opened. The key is to be helpful. Email is a great marketing tool but it shouldn’t just be about marketing. You can share knowledge and advice that will be useful to your customers in the same way as you do in your blog. The people who like what you’re saying will keep reading even if they don’t buy straight away. They might be keeping in touch, knowing that they want to work with you when the conditions are right for them. Or they could just be waiting for the right offer to come along.

The numbers are on your side

This helpful post from Optinmonster gives some great, detailed statistics around email use in the US. As depressing as it may be at this point, we tend to follow them pretty closely (plus I couldn’t find any UK-specific stats – sorry about that.) More than 90% of people have email (even my Mum and she resisted for years). Mobile apps give us the opportunity to check our emails even more frequently. Even teenagers are still using email despite having access to multiple messaging platforms. Email even outperforms social media for engagement. Generally speaking, as long as you don’t go into spam you’re pretty much guaranteed to be seen via email. How often can you say that about Facebook?

You’re in control of your list

There will be a few subscribers who never open your emails but don’t unsubscribe. What do you do about them? That’s where list cleaning comes in. If people aren’t reading, they aren’t helping you. Removing inactive subscribers means you’ll only be emailing people who are interested in you. Your open rates will improve and that reduces your chances of ending up in the spam folder.

Your email marketing platform statistics will tell you who’s opening and who isn’t. If anyone hasn’t opened an email in the last 60 days, get rid of them. You might want to give them a final chance, say by sending a final email letting them know you’re going to remove them unless they choose to stay. Chances are they won’t read that one either.

Getting email marketing right

The beauty of being a small business owner is that you can make decisions quickly. If something in your email marketing isn’t working you don’t have to consult with a committee to try something new. Maybe you started out with a sign up form inviting people to subscribe to receive exclusive offers or tips. If that approach didn’t work, or just ran out of steam, try something else. Perhaps you need a new offer to tempt people in, a free download or a tutorial video. Ask your existing subscribers what they would find useful, or talk to your network. That enables you to create freebies that will tempt people in and to write emails that help your audience.

If you’d like to receive fabulous marketing tips straight to your inbox, including hints on email marketing, blogging and much more, you can subscribe using the form below. You’ll also receive a copy of my free guide helping you to get your business seen online.

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Why brand consistency is important

Why brand consistency is important

In a nutshell, your brand is your most valuable asset. Whether at home or in the workplace, we all have brand preferences. Firm favourites we use often, ones we’re following and may well try out next time, and those, for whatever reason, we dislike, mistrust, and prefer to avoid.

Successful brands connect. They have personality, inspire confidence, and are easy to recall. They’re distinctive, making good use of engaging, clear, consistent communication.

Inconsistent branding endangers that relationship. From a customer’s standpoint, it’s confusing and careless. After all, if the brand doesn’t care, why should its customers? Damaging your brand’s reputation will have a negative effect on not only your brand, but your bottom line too – ouch!

John Lewis’ Never Knowingly Undersold (NKU) pricing promise has served them well for almost 100 years and played an integral role in driving loyalty and lifelong customers. If ease, choice, and fast delivery are top of your list, Amazon is likely to hit the spot. Meanwhile, Red Bull is busily ticking all the boxes for speed loving thrill seekers. What these brands have in common is consistency and that does have a value.

The most recent Brand Consistency Benchmark report found “The average revenue increase attributed to always presenting the brand consistently” to be 33%.

Building brand loyalty involves the whole brand experience from start to finish and beyond. As business owners, we all want to attract new customers and a growing number of repeat customers over the longer term.

The first thing to check is your brand resources – do you have everything you’ll need to stay on track?

Logo masters – various file formats so you’re covered for large and small, online and offline applications. Remember, there’s nothing worse than seeing a logo stretched out of proportion, pixelated, or in the wrong colours.

Image library –key images in high and low resolutions, not forgetting social media profile pictures and avatars – the small profile image which displays on your timeline.

Colour palette – colour breakdowns so that you’re good to go for litho, digital and desktop, (Pantone, CMYK & RGB), as well as Hex for web/online.

Brand fonts – usually comprising a pairing for on and offline use.

Strapline – summing up the essence of your brand or company, including its values and personality. Ideally short enough to be remembered and memorable enough to stand the test of time.

USP – differentiates your brand.

If you’re missing any of these elements, talk to your logo designer about working together to develop and complete your brand identity.

The other essential is your Brand Personality Framework. It’s a set of assigned human traits, or characteristics, which help towards building an emotional connection between your prospects and your brand’s personality.

There are five key dimensions – Competence, Sincerity, Excitement, Sophistication, and Ruggedness, each with its own set of traits. Red Bull’s personality is Excitement, as is Nike’s, Rolex and Apple are Sophistication – you get the drift? Even big brands make the occasional gaff though. Harley Davidson (Ruggedness) over-extended their branded product range to include cologne. No surprise it failed being at odds with Harley’s masculinity and strength values.

Google has lots of framework chart examples, which you can use to determine which section your brand resonates with. Try not to overcomplicate – your brand’s personality will change and evolve over time. Once you have your framework, keep it in mind. It will prove an invaluable checklist for all your future brand activities.

Two-thirds of us use more than one channel to make purchases. With all the online and offline opportunities to make an impression, consistency across all channels and touch points is more important than ever.

https://birkettconsultancy.com/
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When not to blog for your business

When not to blog
Don’t give yourself a blogging headache

I know, I know. I’ve been urging you on to write a blog for your business since the last decade (feels weird to be able to say that) and now I’m telling you not to?! Well, no. Mostly, a blog is still a really good idea for most businesses. If you need a quick primer on why that is, here you go. Despite that, there are times when a blog just won’t be the right choice for you, either because of the industry you’re in or just because it’s the wrong time. If you’re thinking of writing a blog but any of the following apply to you, think again…

A blog won’t work for your industry

There aren’t many businesses that I would actively advise against blogging, but there are a few. If your business is scientific or sells something technical that’s on sale to the general public, a blog can be great. It helps you to demystify your product or service and make it more accessible. If, on the other hand, you only deal with other members of the scientific community a blog is pretty pointless. Blogs are chatty and conversational. If your audience is already very well informed and your articles need to set out technical data, a blog is just the wrong format.

It should (hopefully) go without saying that the same applies if your work is subject to a blanket NDA or national security level secrecy. If you want a blog to work you need to be able to share something about your background or life in general. If you can’t do that, a blog probably isn’t for you.

You don’t have time

Lack of time is one of the main reasons people tell me that they haven’t started a blog. It’s understandable. When your blog isn’t a core part of your business it’s one of those things that you can easily put to one side. While it’s great for marketing it doesn’t earn you anything on its own. Focusing on activities that generate income is far more important and I know you’ll have your own list of tasks that take priority over writing.

If you think you haven’t time to blog, this gives you some ideas for fitting it in. But what if you really haven’t got time? Either hand it over to someone like me or don’t do it. If you don’t have time to commit to writing and publishing a blog at least once a month, it will fizzle out before long. It won’t help your SEO and if potential customers come across it they might even think you’ve stopped trading.

It won’t be any good

This might sound a bit harsh. One of the advantages of writing a business blog is that anyone can write one. Of course, this also means that absolutely anyone can write one. For yours to work you need to put a bit of effort into making it good. Otherwise, it’s just going to disappear into the mass of boring, badly written blogs out there.  The good news is there is lots of advice and guidance out there to help you. (Including mine.) You just have to make time to
absorb it and put it into practice.

To put it bluntly, there’s no point writing a blog that no-one wants to read. If you’re already struggling for time, put the effort into creating something that your audience will find useful.

Do you need some help?

Sign up using the form below for monthly blogging tips (and lots of other useful stuff) straight to your inbox. Or, if you’d rather get some personalised help from me, whether that’s blog writing training or outsourcing, please get in touch.

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Is your marketing plan ready to go for the New Year?

Marketing plan

When you’re a small business owner the fact that you make your own marketing plan can be both a blessing and a curse. It’s always a good idea to give a new marketing plan a few months to bed in before you look back and assess whether it’s working. When you’re the one looking at the figures (you are looking at them, aren’t you?) it’s easy to tell what people are responding to and what they’re ignoring. Then you can change things quickly if you want to try something new.

The problem is, when you’re doing your own marketing as well as wearing every other hat in your business, you start to run out of time. Where does your marketing plan come on your list of priorities? If you’re reading this without a clear plan for your marketing in the New Year, here’s where to start. I know you’re probably busy right now but I promise that creating your marketing plan won’t take too long.

Do the groundwork

The first principle of marketing is knowing who your customer is. Who is most likely to buy from you and where will you find them? (If you need a bit more help here, read this). Focusing on your ideal customer helps you to decide which online platforms to post on and what offline marketing you can do.

Next, think about what products or services you want to promote. This can be seasonal but it isn’t always. I can write blogs all year round, but if you’re a florist there are likely to be key periods when people are thinking about wedding flowers. Think about the seasonal elements in your business and use those as a focus. Keeping your message consistent means it’s much more likely to sink in with your customers.

Choose your blog topics

I’m a big advocate of blogging when it comes to making a small business marketing plan. A blog helps you to talk to your customers about the things that are important to them and tell them how you can help. This isn’t the only benefit, there are loads – here are just a few of them.

You don’t need to write loads of blogs (I do, but that’s because it’s what I do). One a month is absolutely fine for most businesses. If you want an outline marketing plan with blog topics for the whole year that’s great. If not, choose three topics to take you through the first quarter. What’s your marketing focus and what questions do people ask about it? A good blog topic can be as simple as answering an FAQ or giving a brief introduction.

Build the rest of your marketing plan around it

One of the reasons that I love blogs is that you can use them to inspire the rest of your content for the month. After all, if you want to make sure that your message is consistent why not talk about the same thing in different ways? You might think that it’ll get monotonous but it won’t. For one thing you don’t have to use exactly the same language and you can vary the types of post you use. It’s also worth remembering that no-one will see absolutely everything. (Unless you have a stalker.)

To make it even easier to create your marketing plan you can come up with themes for each day (for example #MotivationMonday or #WisdomWednesday). There’s also no harm in throwing in something fun but off topic to get your audience talking.

Do you need some guidance on creating your New Year marketing plan? Email me: info@kirstyfrancewrites.co.uk. I’ve opened up a few 20 minute slots in my diary to support busy business owners with their end of year content creation and New Year planning. Let’s jump on a call and see what I can do to help you.

Further reading

If you’d like some ideas for ways to reuse and recycle your blog, this is for you.

For more help on coming up with topics, read this.

Or this perennial classic from Orbit Media.

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5 business Christmas gifts for your favourite business owner

Business Christmas gift

Have you made a Christmas list? When you run a business, Christmas gifts can start to shift towards practicality, or even become completely intangible. For most of the small business owners I know, the list goes something like this:

  1. More sleep.
  2. Even more sleep.
  3. Snacks.
  4. Financial security.
  5. Gin.

Does that look familiar? Now obviously that list is only useful if you’re happy to drown in snacks and alcoholic beverages. Actually, now I write it down that doesn’t sound too bad. But what if your loved ones would like to get you something that will really help your business? I promise that business Christmas gifts don’t have to be boring. So, if you’re being asked for suggestions (or if you’re reading this looking for ideas for the business owner in your life), here are my top 5 ideas.

1. A Kindle

I resisted getting one of these for years, mainly because I love actual books. Then when my husband suggested a Kindle for my birthday I remembered how many times I’ve run out of books on holiday and been forced to browse the local charity shops or the selection on the hotel bookcase. Obviously, I jumped at the chance. In business there is always something new to learn and loads of business books to teach you virtually anything. An e-reader is the perfect business Christmas gift because you can take it anywhere and learn on the go. There’s also the fact that no-one can see the cover so you could look completely professional on a train while reading the latest chick lit.

If you already have a Kindle and would like something to read that will help you get your blog writing on track you can buy my eBook ’50 blog post ideas for your business’ here.

2. Stationery

Stationery addiction is real and occasionally necessary. I get through notebooks and pens at a ridiculous rate so tend to shop at the budget end of the market. (Anyone else longing for the days when we could go to expos and get them for free?) However, one of my favourite gifts was the beautiful (boxed) pen and pencil set that sits on my desk and gets used every day. It’s such a huge part of my working day that I had a small (OK big) panic when I mislaid the pen the other day.

It’s a small thing that makes life better. You could opt for lovely pens or a classic Moleskine notebook. You can even get fab digital notebooks if you prefer.

3. Some business support

No-one can buy time, but if you’re struggling you can buy help.  If you want to work with a particular VA/graphic designer/writer but can’t afford it, you can drop some heavy hints. Like sharing this post on Facebook and say ‘if anyone wants to buy me a Christmas present, Kirsty does gift vouchers for her blogging packages [or other service of your choice]’.

It might sound like a bit of an odd present, but by buying you help for Christmas they’ll get to spend stress free time with you, so everyone wins.

4. Useful gadgets

When it comes to gadgets, the world is your lobster. They’re often the easiest business Christmas gifts to buy because they’re more in the realm of traditional presents. If you’re thinking of buying tech for a business owner, think about what they’ll actually use. Maybe they need a portable charger because their phone is always running out of juice. Perhaps a coffee maker will help them get going in the morning. If they work in cafes or a co-working space a pair of noise cancelling headphones could be just the ticket.

5. Time off

I started my business because I wanted to work flexibly around my children. In practice this often means shoehorning everything in, or being unable to switch off at night because my brain is always ‘on’. Some business owners subscribe to the hustle culture where you don’t take any time off until you’ve ‘made it’. To me, that’s a recipe for burnout. If you feel as if you haven’t had a proper conversation with your partner recently, or if your interactions with your kids consist of homework and shouting, ask for a present that helps you to change that.  A voucher for a meal, a family ticket for a day out or even a couple of hours free babysitting could all help.

What do you want to ask for this Christmas? Leave a comment and let me (or your family) know!

Further reading

For more specific ideas, have a look at this post from B Plans

Or, to get your 2021 marketing off to a flying start, sign up to my mailing list and receive your free guide to getting your business seen online.

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5 business Christmas gifts that will feed your entrepreneurial spirit

Business Christmas gift

Have you made a Christmas list? When you run a business,
Christmas gifts can start to shift towards practicality, or even become completely
intangible. For most of the small business owners I know, the list goes
something like this:

  1. More sleep.
  2. Even more sleep.
  3. Snacks.
  4. Financial security.
  5. Wine.

Does that look familiar? Now obviously that list is only
useful if you’re happy to drown in snacks and wine. Actually, now I write it
down that doesn’t sound too bad. But what if your loved ones would like to get
you something that will really help your business? I promise that business Christmas
gifts don’t have to be boring. So, if you’re being asked for suggestions (or if
you’re reading this looking for ideas for the business owner in your life),
here are my top 5 ideas.

1. A Kindle

I resisted getting one of these
for years, mainly because I love actual books. Then when my husband suggested a
Kindle for my birthday I remembered how many times I’ve run out of books on
holiday and jumped at the chance. In business there is always something new to
learn and loads of business books to teach you virtually anything. An e-reader
is the perfect business Christmas gift because you can take it anywhere and
learn on the go.

2. Stationery

Stationery addiction is real and
occasionally necessary. I get through notebooks and pens at a ridiculous rate
so tend to shop at the budget end of the market. (Or go to expos and get them
for free.) However, one of my favourite gifts was the beautiful (boxed) pen and
pencil set that sits on my desk and gets used every day. It’s a small thing
that makes life better. You could opt for lovely pens or a classic Moleskine
notebook. You can even get fab digital notebooks if you prefer.

3. Some business support

No-one can buy time, but if you’re
struggling you can buy help.  If you want
to work with a particular VA/graphic designer/writer but can’t afford it, you
can drop some heavy hints. Like sharing this post on Facebook and say ‘if
anyone wants to buy me a Christmas present, Kirsty does gift vouchers for her
blogging packages [or other service of your choice]’.

It might sound like a bit of an
odd present, but by buying you help for Christmas they’ll get to spend stress
free time with you, so everyone wins.

4. Useful gadgets

When it comes to gadgets, the
world is your lobster. They’re often the easiest business Christmas gifts to
buy because they’re more in the realm of traditional presents. If you’re
thinking of buying tech for a business owner, think about what they’ll actually
use. Maybe they need a portable phone charger because their phone is always
running out of juice. Perhaps a coffee maker will help them get going in the
morning. If they work in cafes or a co-working space a pair of noise cancelling
headphones could be just the ticket.

5. Time off

I started my business because I wanted
to work flexibly around my children. In practice this often means shoehorning
everything in, or being unable to switch off at night because my brain is always
‘on’. Some business owners subscribe to the hustle culture where you don’t take
any time off until you’ve ‘made it’. To me, that’s a recipe for burnout. If you
feel as if you haven’t had a proper conversation with your partner recently, or
if your interactions with your kids consist of homework and shouting, ask for a
present that helps you to change that.  A
voucher for a meal, a family ticket for a day out or even a couple of hours
free babysitting could all help.

What do you want to ask for this Christmas? Leave a comment and let me (or your family) know!

Further reading

For more specific ideas, have a look at this post from B Plans

Or, to get your 2020 marketing off to a flying start, sign up to my mailing list and receive your free guide to getting your business seen online.

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How do you write a blog and keep your privacy?

blogging privacyOne of the many benefits of writing a blog (if you want to know the others read this) is that it helps your future customers get to know you. You can talk to them about the stuff they’re interested in like a human being rather than a corporate cardboard cut-out. A lot of people love the idea of buying from a small business but they’re wary of being ripped off. The end result is that they go and buy something from a reliable big name brand and not you. A blog helps you to overcome that by letting them see the person behind the business. Of course, the downside of this is that you have to put yourself front and centre. The idea of sharing your story is all very well but what if there are still parts of your life that you want to protect? The good news is that you can write a blog and still maintain your privacy. You just need to follow a few simple steps.

Consider the law

There are certain professions where you need to be careful about what you write. If you offer any kind of medical or psychological treatment, it goes without saying that your patients’ information is confidential. You could potentially still write case studies but they’d have to be heavily anonymised. You’d also still need the patient’s permission.

A lady at one of my workshops had signed an NDA which meant she wasn’t allowed to talk about her former employer at all. Even an anecdote could potentially be recognisable. In circumstances like that you should probably stick to referring to something that an experience taught you rather than the experience itself.

Set your boundaries

Before you start writing your blog it’s a good idea to consider what you’re willing to share. The ultimate aim in writing a blog is to promote your business. Your focus should always be on your customer and what they need to know. Personal information is where it helps you to show your customer that you’re their kind of person.

If you work with parents and have children yourself it gives you common ground. However you can still draw a line. Think about how much of your family life you’re willing to share and set your personal boundaries early on.

Give the edited highlights

Once you’ve decided how much information you’re able and willing to share, you can start getting specific. One of my key priorities is to protect my children’s privacy. As you can see, it doesn’t mean that I can’t mention them at all. There are so many common reference points between parents that you can be a bit generic and still strike a chord. (In fact it’s one of the few places where cliché can sometimes work.) Every parent knows the struggle of a non-sleeping baby or trying to get small children to put their shoes on.

Whatever you want to say, think about the ways you can offer a shared experience.

Other people in your blog

The way you talk about other people in your blog doesn’t just apply to your children. There’s a potential story in every encounter you have with a client, networking contact or even someone in a Facebook group. There are certain types of conversation that you might have on a regular basis, but others will be unique. Think about whether the person you’re writing about could be identified from the information you’ve given. If they are you might still be able to talk about them, but get their permission first. (In case you’re wondering, I’ve been in touch with NDA lady to get the OK from her.)

If you’d like to learn more about putting your personality into your marketing, sign up to my mailing list for useful hints and tips every month. You’ll also receive a copy of my free guide ‘Stop hiding your business!’

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Why you need a blog for your business

you need a blogI’m generally not a fan of stating the bleeding obvious. I don’t like it when people talk down to me so there’s no way I’m going to do it to anyone. The trouble is, sometimes it leads me to credit people with knowledge that they don’t already have. This is not a criticism. When you’re a small business owner there’s a massive amount of stuff to learn. Even if marketing is towards the top of your list of things to get to grips with, the benefits of writing a blog could still be a long way down. If that’s the case for you, here’s why a blog could do wonders for your business.

It’s great for SEO

If SEO makes you want to hide, don’t worry. It’s basically increasing your chances of getting found in a Google search. There’s a lot out there about how Google algorithms work so I won’t repeat it here. However, if you write a blog that focuses on words and phrases that are key to your business then you’re more likely to be found when your customers search.

The words you choose depend on your business. You can choose words that reflect your services or target a particular region. It won’t surprise you to learn that blogging and writing both feature in my list. Just think about what your customers will be searching for.

It builds your profile

Profile building can be a massive amount of work if you let it. You can promote yourself in any number of ways, from online marketing to networking, public speaking and a whole host of PR strategies. You could, in theory, spend so much time promoting yourself that you don’t get any work done.

A blog can be a great way to share your knowledge and demonstrate your expertise. Write regularly and share your blog on relevant social media platforms and your reputation will start to grow. The best part is that you can outsource it if it becomes too time consuming.

A blog talks to your customers

The great thing about a blog is that they’re designed to be persuasive but not to give people the hard sell. Sometimes a potential customer will find your blog because they’re looking for a specific piece of information or a particular service. At other times they might start reading because it’s a subject they’re interested in. Reading a blog should feel a bit like chatting to a well-informed friend. You learn something but also come away feeling entertained.

The point is that a blog enables your customers to get to know, like and trust you. That can result in sales further down the line but it can also reach those people who need help straight away.

It’s endlessly reusable

I’m willing to bet that every piece of marketing advice you’ve ever heard has mentioned consistency. Wherever you share your message you need to be doing it regularly to have an impact. The main reason for this is that drip feeding allows people to absorb information slowly. That’s much more effective than dumping everything in their lap at once.

The problem with this is that it creates constant demand for content, even if you don’t post every day. It can get pretty tiring over time. However, if you create a blog once a month you can use it in lots of different ways. Use your blog post as a central theme and you share snippets with images, as tips and in videos. (I’m contemplating producing a template to show you how this works, so watch this space.)

If you like the idea of starting a blog but would rather get someone else to do it, let me help. You can find out more about my blog writing packages here or just get in touch at info@kirstyfrancewrites.co.uk.

Alternatively, sign up here for monthly blogging tips straight to your inbox.

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How you can start storytelling in your marketing

How to start storytellingI know, you’ve heard people like me bang on endlessly about using storytelling in your marketing. It’s a great way to get personality into your content and set yourself apart from the crowd. The thing is, how do you do it? It won’t surprise you to hear that it’s not just a case of telling everyone your life story. It’s all about balance. Your customers will love the fact that you’re relatable but they mainly want to hear about how your business can benefit them. Here’s how you can start using storytelling in your marketing.

Dig deep

You already know the good news about storytelling. Here’s the bad(ish) news. You need to put some work in. As with anything that’s worth doing, using storytelling in your marketing requires a bit of groundwork. If you don’t believe in what you’re saying your customers will spot it. Your message comes across as half-hearted and no-one will buy into it. That’s the last thing you want.

This means that your first step is to work out exactly what your story is. There are loads of things that go into this. If you’ve ever thought about your ‘why’, you’re halfway there. Think about why you chose to start this type of business, or to become self-employed at all. What are your values? How does your lifestyle and history relate to your business? Dig down to the core of what motivates you and write it all down.

What do your customers care about?

Once you’ve got a clear picture of what you’re about, start looking at it from a customer focused angle. People do business with you because you offer something that they need. As consumers we’ll often choose a big brand because we’re confident they’ll deliver most of the time. We know what they’re offering and have clear expectations. As a small business you need to build all of that into your marketing. Your customers only really care about your story because it gives you substance. If you share their values or understand their lives you’re much less likely to let them down.

What does this mean for storytelling? It means that you need to look at what your values are and decide which of them your customers will care about. If you offer products or services for children, parents might trust you more if you’re a parent yourself, or have a childcare background. Look at your story and work out which bits are going to be important to your audience.

The storytelling drip feed

About once a month I’ll write something that isn’t really related to my business. It doesn’t help you to work out how to write your blog or improve your website, it just tells a story. They usually end up having some kind of business relevance because it’s often a story that tells you how I got to where I am or what an experience has taught me.

If you want to do something similar, there’s no reason why you shouldn’t. You can use storytelling any way you want and if you’re talking about something that helps your audience relate to you better, that’s great. However, it’s not the only way. You can still drip feed your story into your blog or business related social media posts. For example, you could post a time management tip on Facebook and sign off with a joke about being late for the school run. Or write a blog with tips to get something done more quickly (because the only long winded thing about your day should be getting the kids into their shoes).

Do you need to start storytelling? Sign up to my mailing list for your free guide and lots of hints and tips.

 

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Your marketing: Why you need to know about A/B testing

A/B testingI know that some of you roll your eyes when I start talking about technical stuff. Others rub their hands in glee. Whichever one of those you are, you need to know about A/B testing. This recent blog talked about getting to grips with your data by looking back and analysing what worked in the past. A/B testing allows you to do that in a much more dynamic way.  Those quarterly or half yearly reviews are still important as they let you see the bigger picture. So what is A/B testing and why should you be putting it to work in your marketing? Read on…

A/B testing – a beginner’s guide

A/B testing pretty much does what it says on the tin. It allows you to test two (or more) different things to see what works best. You can use it in lots of different ways depending on what you’re trying to achieve. For example, you might want to increase the open rate on your email marketing so you need a good subject line. You can A/B test two different options and see which one gets opened more.

You can also do this with blog titles, your website and the copy on your sales pages that convinces people to ‘buy now’.

Be precise

If you analyse your marketing data you probably have a good idea of what your audience likes. Using A/B testing means that you’ve got the figures to prove it. Your overall impression of what’s succeeding might not be accurate, whereas the numbers always will be. You can see straight away which version people responded to.

To get the best results, you need to be precise. That’s easy if you’re only A/B testing email subject lines but it can get a bit fuzzy elsewhere. There’s no point creating two completely different versions of a landing page because you won’t know what made the difference. Was it the headline, the sign up copy or a random sentence halfway down the page? You can test lots of different things but do it one at a time.

You can make better decisions

Once you’ve got your data you can use it to create better content in the future. Did you get more traffic to your blog post with a serious headline or a funny one? Did personalising the email subject line result in more people opening it? Are there particular words that your audience really respond to (or not)? Sometimes your results can hang on a single word. Your audience might think ‘bespoke’ sounds snooty but they love ‘tailor made’.

This kind of testing doesn’t have to be limited to the words themselves either. You can test things like emoji use and even the colours you use. You might find that no-one signs up for your email newsletter if the sign up button is green, but they do if it’s red.

You can use it for anything

A/B testing lets you run checks on almost everything you use in your marketing. It can be something small like a headline or different elements of your new website. More importantly, the information you get can have far reaching implications for your business.

The way you present yourself and your brand is one of the key things you need to consider when you’re planning your marketing. It includes everything from your own values, what you offer and the customers you work with. A/B testing lets you discover what message resonates with your audience. It can tell you if they care more about saving time and money, or whether it’s more important to them that you’re an eco-friendly family business. It could help you to craft a message that brings you a whole new customer base.

Further reading

Do you understand the why but want to get into the how? These blogs from Neil Patel and Hubspot are a great place to start.