E-Marketing Archives • TotalWeb Partners

September 18, 2024

Why Your Business Must Have a Web Marketing Strategy

E-Marketing, Global Marketing, Marketing, Website Content, Website Design Practices Web Marketing

In today’s fast-paced digital landscape, having a well-rounded web marketing strategy is not just a nice-to-have—it’s an absolute necessity. At TotalWeb Partners, we understand the challenges businesses face in standing out online. That’s why we offer a comprehensive suite of web marketing services designed to help your business thrive. Whether you’re looking to improve your website, boost your search engine rankings, or connect with your audience on social media, we have the tools and expertise to help you succeed.

Integrated Marketing Solutions for Maximum Impact

Our approach to web marketing is holistic and integrated, ensuring that all aspects of your digital presence work together seamlessly. From website design and SEO to paid advertising and social media management, our services are designed to complement each other, providing a cohesive strategy that delivers real results.

Custom Web Design to Elevate Your Brand

Your website is often the first impression potential customers have of your business. That’s why it’s crucial to have a site that not only looks professional but also performs exceptionally well. At TotalWeb Partners, we specialize in creating custom websites that are optimized for both user experience and conversions. Our designs are tailored to your brand, ensuring that your site stands out from the competition. Whether you need a standard website or a more complex catalog site, we’ve got you covered.

SEO That Drives Organic Traffic

A beautifully designed website is just the beginning. To truly succeed online, your site needs to be easily found by potential customers. That’s where our search engine optimization (SEO) services come in. We offer national and regional SEO programs that are customized to your business needs, helping you rank higher in search engine results and attract more organic traffic. Our SEO strategies are data-driven and focused on delivering long-term results, ensuring that your website remains visible and competitive in your industry.

Maximize Your ROI with Targeted Ad Campaigns

Paid advertising is a powerful tool for reaching your target audience quickly and effectively. Our AdWords and paid ad management services are designed to help you get the most out of your advertising budget. We manage campaigns across platforms like Google and social media, ensuring your ads are seen by the right people at the right time. Our goal is to maximize your return on investment by creating targeted ad strategies that drive traffic and conversions.

Engage Your Audience with Social Media and Email Marketing

Building a strong connection with your audience is key to long-term success, and our social media management services can help you do just that. We create engaging content that resonates with your audience and builds community around your brand. Additionally, our email marketing services are designed to keep your customers informed and engaged, with personalized campaigns that drive engagement and loyalty.

Let Us Help You Succeed

At TotalWeb Partners, we’re committed to helping your business succeed in the digital world. Our comprehensive web marketing services are designed to provide the support and expertise you need to grow your online presence. Let us help you create a strategy that not only drives results but also positions your business for long-term success. Whether you’re starting from scratch or looking to enhance your existing digital efforts, we’re here to guide you every step of the way.

Explore our full range of web marketing services and let’s work together to achieve your business goals.

March 15, 2023

by TWP Publisher

Digital Marketing In The New Normal: 6 Tips For Lead Generation Success

Marketing Planning Strategy Business Organization Concept

E-Marketing, Marketing Digital Marketing

Digital marketing is a complex process that requires much effort and patience from marketers. It’s not just about creating content and posting it on the internet. It’s also about creating an effective strategy that will help you reach your target audience.

In this article, you’ll learn six ways to ensure lead generation success in digital marketing:

Prioritize Your Niche
The first step in generating leads is deciding what niche you want to focus on. If you don’t know what niche you want to target, it will be hard for you to devise an effective strategy.

You can prioritize your niche by identifying your target audience’s most significant pain points. Then narrow down your list of pain points by choosing the one with the highest potential for conversion. You may want to add online articles on how to identify your niche to things you have to read now.

Create A Content Calendar
Once you’ve decided on a specific niche and created a content calendar, it’s time to start creating content that will generate leads. By focusing on one key area, you can optimize your efforts to generate more leads while keeping costs low.

When building a content calendar, you can create an editorial calendar for each month for the following year. This should include the topics that will be covered and when they will be posted online or published in print. Have topics that can be used as guest posts or blog posts on other sites. This helps you build your brand and reach out to your target audience without paying for each post individually.

Optimize Your Sales Funnel
After developing a sales funnel, it’s time to optimize your content to make it easy and convenient for potential clients to find what they’re looking for. This will also help you identify any areas of improvement when it comes to lead generation.

A vital step in creating an attractive landing page that gets visitors interested in what you’re offering is by telling them about your product or service in an engaging way. The second step is following up with emails that offer sales and discounts and building trust with customers over time, so that they’ll feel comfortable purchasing from you again in the future.

Build A Website With Lead Capture Forms
Another way that you can generate leads online is by creating a website with lead capture forms. This allows users to submit their contact details in exchange for something they want. These forms are very effective because they allow users to opt in even without previous knowledge of your business or product, making them more likely to convert into customers later.

You may also use these lead capture forms as an email list builder by connecting them to your autoresponder service and sending out periodic emails to your subscribers with valuable content. This will help you build stronger relationships with your customers and increase sales over time.

March 13, 2023

by TWP Publisher

Digital marketing tips for growth amid economic uncertainty

E-Marketing, Marketing Digital Marketing

No digital marketing professional knows how bad the economic downturn that has caused tens of thousands of tech-industry layoffs will be or how long it will last. No one knows when Google will actually deprecate third-party cookies — if ever.

But analysts have some advice for beleaguered marketers and CX leaders, many of whom will face shrunken budgets, to maximize investments in the coming year. There’s no time to lose.

“CX teams that track metrics and can demonstrate the efficacy of their efforts for business outcomes get budgets to continue,” said Joe Cicman, Forrester Research senior analyst. “Those that don’t? They don’t have a leg to stand on.”

Social down, streaming up
Facebook and Twitter used to be reliable marketing investments, delivering top-of-funnel audiences to marketing programs. Both have run into hard times, for different reasons.

Uncertainty in content moderation and concerning behavior from Twitter CEO Elon Musk have driven away half of Twitter’s top 100 advertisers — massive brands including Dell, Merck, Fidelity and Heineken — according to research from Media Matters published in late November.

Ad revenues from Meta’s flagship marketing channels, Facebook and Instagram, are also shrinking, according to Axios research — down considerably from their 2017 peak. New privacy laws, Apple giving consumers the right to turn off cross-app tracking and Google’s planned deprecation of third-party cookies all have diluted the quality of audience data Meta can deliver. Furthermore, the emergence of TikTok, LinkedIn and Amazon as competing advertising channels has cut into Meta’s share.

January 9, 2023

by TWP Publisher

10 e-commerce marketing strategies for your business

B2B Marketing, E-Marketing, Ecommerce, Marketing e-commerce marketing

Without a clear e-commerce marketing strategy, organizations could face significant challenges as consumer behaviors change.

E-commerce sales boomed in 2020 and beyond due to the COVID-19 pandemic. Since then, online shopping has continued to grow, as have competitors and changing demands from customers. If organizations invest time and resources into e-commerce marketing strategies, they can help establish, increase and retain their customer bases.

E-commerce marketing strategies involve promotional tactics to drive traffic to an online store. A well-thought-out marketing plan, coupled with an engaging website, can convert visitors into paying customers, help businesses retain them and increase their overall customer lifetime value (CLV). If marketing teams stay up to date on the latest trends, they can help the organization reach and retain new customers.

These 10 e-commerce marketing strategies can help set an organization apart from its competition, strengthen the brand, attract new customers and increase sales over time.

Search engine optimization
Launching a website is a win for any e-commerce company, but websites aren’t enough for consumers to easily find the brand. To improve visibility, marketing teams must optimize websites for search engines. Positive search engine optimization (SEO) requires marketing teams to continually update websites with rich and relevant content that provides useful information for customers.

An SEO strategy can help organizations ensure their content shows up on search engine results pages (SERPs) for relevant queries and deliver positive CX when customers find the information they need. Marketing teams should use SEO keywords and phrases organically within content to alert search engines to the site’s relevance for those queries.

December 21, 2022

by TWP Publisher

How Small Businesses Can Make the Most of Email Marketing

E-Marketing Email Marketing

For many small- and medium-sized businesses (SMBs), the pandemic was the nudge they needed to embrace digital technologies, like email marketing software. Plus, new challenges like inflation and labor shortages have left small businesses lacking the time and resources to maintain a robust marketing program. A recent Act! Survey found that 69% of SMB owners handle all of their company’s marketing responsibilities. Email marketing technology has quickly become a necessity for SMBs looking to keep pace with the competition.

With ROI top of mind for many of these SMB owners, it is critical to make the most of their email marketing. To do so, businesses must start by setting clear goals, then using the tools necessary to measure the success of those goals and simplify email marketing processes.

Related: Your Email Marketing Is Destined to Fail Without These 3 Essentials

SMART goals
We’ve all seen the acronym — successful email marketing starts with setting SMART goals that properly define and measure the goals of an email campaign. If you’re unsure of what your email campaigns are delivering, first ask yourself two questions:

Do you have SMART goals?
Are you effectively measuring your progress?

Often, SMBs create email marketing campaigns with (at best) poorly defined goals, like “increase the awareness of a new product.” While you may be able to track things like impressions, does that really determine the awareness you have created around the product?

Email marketing campaigns must be directed toward a specific, measurable outcome, like generating new leads, improving conversion rates and growing a subscriber list. Failure to properly define and track email campaign goals can lead to missed opportunities and uninformed decision-making down the line.

The metrics your team tracks should be determined by the goal of your email campaign. For example, if your goal is to increase the amount of time visitors spend on your website, you should track the overall time on site (TOS) while monitoring bounce rates to determine if page enhancements are enticing users to stay longer. If the goal is to generate leads, teams should be tracking lead source viability over time, leads by campaign type and the average number of touchpoints to conversion. To generate successful email marketing campaigns, marketers must first define clear goals and the metrics to track them.

November 16, 2022

by TWP Publisher

B2B Email Marketing 101

B2B Marketing, E-Marketing, News B2B Email Marketing, Email Marketing

If you’re in the B2B space, you must already understand how important email marketing is, but why isn’t it working out for most marketers?
As email marketers and copywriters, you want to craft emails that people love to read. You can’t create emails for the heck of it, and in case you do, your audience will only learn to treat it as white noise and tune it out.

It’s time to harness the power of email, and this blog post will help you achieve that! We’ll show you how to write compelling emails that inspire your audience to take action. Let’s dive in!

Email Marketing: The Dos and Don’ts

“Most B2B brands have an email marketing strategy, but often get stuck when it comes to writing email copies that stop the readers in their tracks and grab their attention.”

Direct email is a marketer’s biggest blessing. The one-to-one communication it offers gives you a chance to make an impact and form robust relationships with your readers. Emails provide the best ROI for marketers and flexibility and control for the readers. Only the consumers decide when to open and read an email. The first to-do on the list is consent. As a business, ensure you have an opt-in list of subscribers and follow all the data regulation laws such as CCPA, GDPR, CASL, and CAN-SPAM. If your readers wish to unsubscribe, make sure the opt-out process is smooth and easy.

Most consumers check their emails multiple times a day. You can create email marketing campaigns to educate, entertain, and inform your audience. But most importantly, to build rapport and make them trust your brand even before your ads or salespeople reach out to them. Personalization is the key. Your customers don’t want to feel they’re just another name on your list. They want to feel it’s personal. They want to feel like you’re directly talking to them.

Email marketing’s goal is to help your customers get to know your brand better and take the intended action. Before you start writing your email, you may want to ask yourself why you want to create this email in the first place. It helps you set an intention for your email marketing practice and design an inviting subject line. If you do not write a good subject line, most people would not even bother to open the email, and all the efforts you put in to create the email body go in vain. Make sure the subject line is clear and specific.
Email marketing has the potential to grow your business rapidly, no matter in which industry or niche you operate. Segment your email lists as per the audience categories and preferences. You shouldn’t be sending the same email to everyone. Marketing only works when you send the right message to the right audience at the right time. Communicate with your audience consistently- time is of the essence here! We recommend once a week for most B2B brands.
Make your emails readable- write short sentences and give enough whitespace; so it doesn’t look tedious to read to your customers. One-sentence email paragraphs make your emails scannable and prompt you to be clear and concise. Simplicity is the key!
In the B2B world, avoid sending emails early in the morning. When selecting days in the week, go for Tuesday, Wednesday, and Thursday since Mondays are busy with meetings and calls, and on Fridays, people often wrap up work early. Try to think about your reader’s schedule and time your emails accordingly.

In the end!
Emails shouldn’t be about you. They have to be about your customers because your readers aren’t interested in how great you think your business is- they want to know what you can do for them. Be bold and straightforward with your emails but don’t come off as too salesy or aggressive. Subtle marketing is the way to go!

Anatomy of an email marketing strategy: from discovery to conversion

E-Marketing, Marketing, News Email Marketing

Content continues to prove itself as an invaluable part of a marketing strategy, for B2Cs and B2Bs alike. Brands that make it their business to create and serve engaging, useful content can keep their audience interested, gain their trust, and establish themselves as an authority in their field.

Content strategy can be a major part of reaching business objectives – according to Semrush’s 2022 State of Content Marketing Global Report, more than three-quarters (78%) of brands that achieved their business goals have a documented content marketing strategy, while 81% of companies that did not reach their goals do not have one.

There’s a role for content throughout the entire customer lifecycle, though it has the most impact when it is delivered at the right moment, which is where email comes in.

Mapping the right content with the right point in the customer journey and delivering it through email can be extremely effective. With consistent delivery of quality, relevant and valuable content, you get better quality leads and customers who are more likely to stay with you, as well as the opportunity to learn more about your audience and what they want, continuing the virtuous cycle.

In this article, we’ll look at how you can effectively build content into your email strategy in three steps: mapping the customer journey, collating the right content, and bringing the two together in an email programme.

Step 1: Understanding the customer and mapping their journey
As is the case with every marketing campaign, the best place to start is with an understanding of your audience. As a first step, draw upon any insights you have about your existing customers to develop different personas, before plotting the journey they take with you from awareness to conversion and beyond.

Reflect on the prospect’s needs, challenges and concerns on each step of that journey. Then identify the points at which they will be most receptive to content from you and determine what that content should look like.

An important point to keep in mind is that your email and content strategy must be aligned with the company’s broader marketing goals. According a 2019 survey from the Content Marketing Institute, the two biggest benefits of a documented content marketing strategy are aligning teams around common missions or goals, and making it easier to determine which types of content to develop.

If your business objectives are well defined, then goals for the content strategy will more naturally follow. It also means you’re less likely to waste money and effort on campaigns that don’t deliver material results for the company.

Step 2: Bringing together the right content
By this point you should have a good idea of the content you need, and fortunately, there may be no need to create it from scratch. It may be far more efficient to update or repurpose content that already exists in the company, which you can track down with a content audit. This is where you take stock of all the content you have on your site, such as blog posts, videos, guides, whitepapers and survey results, noting what content is performing well or tends to spur action.

If it is necessary for you to make new content, ensure you’re thinking about who your audience are as individuals – where they work, their life stage, their challenges, what they value, where they get their information – as well as where they are on the customer journey, to guide what you create.

Step 3: Aligning content with the customer journey
After you have an understanding of the likely journey the prospect will take with you and the content to which they’ll be most receptive, it’s time to bring the two together with your email strategy.

With a bulk communication and marketing automation platform, like Everlytic, it’s possible to set up automated workflows that send emails in response to certain behaviours, ensuring the prospect receives the right content at the right time. Also, if you have segmentation in place, you can adapt the email and personalise the content within it to suit their profile, rendering it even more valuable.

For example, when the Independent Institute of Education (IIE), South Africa’s largest private higher education institution, wanted to convert prospective leads into applicants and ultimately registered students, they used Everlytic to build a series of emails to nurture those interested in further study.

A series of emails and texts were sent to contacts over time, which were triggered by their behaviour. The content of the messages, of which there were five variations, would reflect where the recipient was in the onboarding lifecycle. IIE attributed the campaign as a factor in the 20% growth in student numbers the following academic year. This paced approach also took some of the strain off their sales and marketing teams.

September 14, 2022

by TWP Publisher

Email Marketing vs Social Media Marketing: What’s the Best for Your Business?

E-Marketing, Marketing, Social Media Marketing Email Marketing

Email Marketing vs Social Media Marketing: What’s the Best for Your Business?

Marketers use various strategies for firms to market and raise brand awareness. Social media marketing and email marketing are two of the most popular and successful ways to accomplish marketing objectives. Both are magnificent in their own ways. As of 2021, there were around 3.78 billion users of social media and 4.1 billion users of email globally, according to Statista. This amount represents about 48% of the world’s population.

Social networking is becoming more and more popular every day. Nevertheless, we are unable to control how emails affect their users’ ability to transact. The issue at hand is which is superior. Which of the two can influence the target audience more effectively?

What is Email Marketing?
A type of digital marketing called email marketing uses emails to spread brand recognition. It informs customers about the newest items, discounts, and services to help them remember the brand. The following are some advantages of email marketing:

Strengthen Relationships, Loyalty & Trust
Building individualised interactions with present and potential clients through email marketing is a terrific strategy. The readers of your newsletters and emails will come to know, like, and trust you and your business if you write them well. Consumers also do business with trusted companies.
Increase Brand Awareness & Stay Top of Mind
Consumers are reminded of your business, products, and services every time an email is delivered to them. This helps customers remember your business when it’s time to make a purchase.
Segmentation
Email marketing allows you to establish lists of each market segment based on demographics, interests, previous behaviour, etc. This allows you to develop marketing messages that are specifically tailored to each target audience. With the help of this incredibly successful marketing strategy, each segment will closely relate to your marketing message.
Low Cost & Good ROI
Comparatively speaking to other marketing strategies, email marketing is relatively affordable. For every dollar invested, email marketing typically returns $44.25 in profit.
Easy to Use
An email campaign may be set up quite quickly. You may upload subscriber information, segment your lists, use email templates, fill in your content, and send out emails to subscribers regularly using the many resources and software providers for email marketing available online. Constant Contact and Mail Chimp are two of our preferred email marketing services providers. Instead of using a pre-made template, having a customised email template that aligns with your company’s brand can be much more successful.

September 12, 2022

by TWP Publisher

What Digital Marketers Should Know About Direct Mail

E-Marketing, Marketing Digital Marketers

Since I founded Gunderson Direct roughly 20 years ago, I’ve had a number of conversations where I’ve defended direct mail to digital marketers. It seems that our channel is just not as well understood as most others, so I’ve done my share of explaining.

Here is just some of what I say to help them understand how direct mail can help them.

• It has unique targeting capabilities: Cookie concerns? IP identification issues? A physical address is the most reliable contact information for prospecting. Direct mail datasets are appended with thousands of attributes—both demographic and behavioral—that are available for targeting. And you can apply AI and machine learning to model builds across numerous databases to constantly improve direct mail’s look-alike targeting capabilities.

• You can go bigger and cheaper (per impression): Scaling in digital typically means upping your bids to compete for a relatively fixed ad inventory. There is no bidding war to get into your prospect’s physical mailbox. In fact, the direct mail industry is set up to reward companies that scale, offering ever-improving manufacturing and data efficiencies as quantities increase. Scale a DM program, and your cost per impression typically drops.

• Omnichannel DM strategies can boost your response: The same data used to target a prospect’s mailbox can be used to target them digitally. Automated display (no cookies needed) and email touches, combined with the USPS’ free Informed Delivery program, can strategically surround the physical delivery of printed mailing withs additional impressions. We’ve found that these “digital surrounds” can improve overall campaign response by as much as 40%.

• Direct mail stands out: It’s often said that the average consumer encounters as many as 10,000 ads a day. Compare that to how many pieces of mail are delivered to your home each day. Importantly, ads in digital and traditional channels often interrupt your entertainment or information consumption, so they are often missed and easily dismissed. But direct mail consumption takes place away from a screen and can be reviewed at a prospect’s leisure.

• It makes an impression: People depend on physical mail to receive information from government and business institutions, making it a trusted source of communications. Furthermore, research shows that physical ads are remembered more quickly and elicit a stronger emotional response than digital ads.

November 24, 2021

by TWP Publisher

This Holiday Season Play The Long Game With Email Marketing

E-Marketing, Marketing Email Marketing

As we predicted, promotional email volume has skyrocketed this year as brands worked to retain and reengage customers because of pandemic-related shutdowns. And marketers facing the decline of third-party cookies are now chasing first-party data through — you guessed it — email relationships. Inbox placement and reputation management vendor Validity finds that global inbox volume has increased 94% since Q3 2020. Competition for email attention and email data is tougher than ever.

The stakes around your email program are higher. Because of data deprecation, first-party data is gold. And email addresses unlock user identity and permission — keys to this treasure. So responsibly collecting email registrations, preserving relationships with good sending behavior, and enhancing user profiles through regular email interactions isn’t just about getting more opens and clicks. Improving deliverability now makes or breaks your entire customer data strategy. Here is how to do right with email marketing this holiday season:

Don’t get lured into the temptation of over-messaging. We get the appeal of sending just one more message when you are facing looming Q4 transaction goals. But wearing out your list now sacrifices longer-term revenue, compromises your sender reputation, and potentially deletes forever the identifier you need to stay in touch with a customer. GDPR allows that users can request that their data be permanently erased from a marketing database if requested.
Keep registration customer led. Boxed and Rue La La now require registration just to browse their sites. But we advise not forcing a customer’s hand. Let customers control their opt-in. Rent the Runway’s omnichannel preference center collects explicit proclivities and zero-party data such as user size and style searches for use in product recommendations. And Dollar Tree gives subscribers a chance to change contact information, desired message type, and frequency.
Deliver value to customers. We bet your email strategy over-indexes on accomplishing your Q4 goals — sales volume, revenues, inventory liquidation. This is the case for most emailers. But the best way to win this holiday and still have a database and solid sending reputation is to give customers what they want, rather than forcing them into your path to purchase. As Validity found, Red Letter Days increased inbox placement when it targeted emails to user behavior and preference. And improved inbox placement boosted opens and clicks, which generated more data for better targeting. This virtuous cycle increased revenue attributed to email by 10%. Email marketing vendors like Bluecore and Cordial collect and make usable non-email data (like point-of-service data, supply chain updates, or SKU-level metadata) to improve message relevance.

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