Monthly Archives: email marketing

Service Spotlight: Email Marketing

At ON Advertising, we recognize the power of digital media in marketing today. And our mission is to help you control the conversation around your business. How? By turning general prospects into highly-qualified sales leads and actually measuring the return on your investment through email marketing. 

To do this, we work to make our expert email marketing services work for you. Within our extensive services, we specialize in email marketing, which is another tactic that makes up a much wider marketing strategy. The goal is to move prospects through the sales funnel and truly deliver the right message, to the right audience, at the right time.

Here’s how we apply our knowledge of email marketing for the maximum effect on your messaging.

Email Marketing

Our email marketing services scope of work includes copywriting, list building, email campaign setup and deployment, email automation, custom integrations, programming, and a whole lot more. But each component we incorporate is just as important as the last. Because it’s all about crafting a conversation that turns prospects into an actual lead in terms of sales.

Full Service Campaign Management:

According to Statista, roughly 294 billion emails were sent in 2019; and they predict that up to 306.4 billion will be sent in 2020. This oversaturation of emails in inboxes means one thing: you have to stand out from the rest. From campaign strategy creation to execution, ON Advertising performs the full service campaign management that a successful email marketing campaign deserves.

Strategic Planning and Assessment:

The most important part of email marketing is getting users to actually open them, read them, and further: take action on your eblast. At ON Advertising, this starts with determining what exactly is the goal of the email we’re creating. From there, we can further define our audience and how we can best appeal to them. This includes everything from the design of the email itself, all the way to the copywriting that leads them to your call to action.

Building Email Marketing Databases:

In order to have a strong email marketing campaign, it needs to stand the test of time. Because things move fast and we have to adapt, you must build a database of visitors. And those visitors need to keep coming back. By gathering an audience of users that want to receive your updates, you can create a list of loyal followers – something often thought of as reserved only for social media platforms. Our team grows our lists organically, utilizing strong calls to action that are personalized for our clients. This helps to get them to subscribe to campaigns to develop these vital lists.

Email Design and Template Production:

Coming up with ideas that spark interest and employing creativity that demands attention is what we do. And the best strategies are ones that blend design and copy for the strongest presentation of information possible! Our strategy for creating enticing, eye-catching emails is having an attention grabbing subject, graphics, and concise yet informative text. We can also customize the template and further personalize it by inserting individuals’ names.

Email Message Writing:

Once we create a beautiful template to grab the attention of your subscribers, we integrate text that explains why users should stay, and what they’re there for. And that includes creating an intriguing subject line, down to a clear call to action. Our experience has shown us that simple copy with a salesy undertone works best at keeping the attention of readers, ultimately leading to a sales lead.

Email Deployment and Management:

Nothing can hinder the potential of an email marketing campaign like having a professional email service. Some email platforms are recognizable by spam filters, which can cause campaigns to lose reach potential. Having a platform that negates spam filters will result in higher open and clicks. At ON Advertising, we use iContact, which offers scheduling, deployment, gathering click data, A/B testing, creating well-timed message sending, and email filters for increased open rates.

Email List Maintenance:

Over time, the activeness of users within email lists changes. Subscribers may change emails or simply stop opening them, leading to inactive followers on your list. By performing email list maintenance, like checking for dead emails, adding new emails to the list, and avoiding spam filters, we maintain an accurate picture of your audience represented by data.

Triggered Email Campaigns:

Triggered campaigns are a way of sending emails based on their interactions. For example, if an individual opens a welcome email after subscribing and interacts with a link within, that can then trigger them to receive a follow-up email about that subject. And it can even be sent at a specific time, targeting the right message to the right audience. At ON, we utilize this to further differentiate what audiences are interested in, and to enhance the email marketing campaigns.

Drip Campaigns:

Also known as an autoresponder, according to HubSpot, drip campaigns are an email series automatically sent to a visitor’s inbox after being triggered by an event. This is essentially subscribing them to your emails once they’ve completed an action on your website page. And this could include actions like downloading a resource or purposefully subscribing to your newsletter. Unlike Triggered Email Campaigns, messages have a set course of timing and arrival. Interestingly enough, most marketers are now evolving beyond drip campaigns and pivoting to trigger-based campaigns. Why? Trigger campaigns are more customized or completely personalized based on the target user’s behavior.

At ON Advertising, we set drip campaigns apart by having informative yet concise information, retaining the right target audience, and having appropriate call to actions to a landing page on the website. We can also create custom graphics and video to enhance visibility and capture subscribers attention.

ON Advertising

We are committed to the success of our clients and bring decades of experience in full service advertising to our partnerships. We work to create focused, customized plans to meet the individual needs of each client, helping you to unlock the potential of your brand. Contact us to speak with our marketing experts and start building new business with the ON Advertising team.

It’s Not an Event If No One Knows About It: Why You Need Digital Marketing

There’s no denying the power behind a highly-targeted, cost-effective digital marketing campaign. In today’s tech-absorbed culture, you can reach and connect with the biggest audience through the tiniest of screens. That’s why digital marketing is a must-do when launching and promoting an event. It will not only help get the word out, but also extend the in-person connections that events make possible, and ultimately boost your bottom line.

If digital marketing is so great, why should I even bother with events?

For many companies, especially those in the B2B world, buyers still want to make – and rely on – a human connection. Purchasing decisions are greatly influenced by a vendor’s perceived expertise and their peers’ direct experience with the vendor. Without events, a company is missing out on a unique opportunity to share its expertise and customer success stories, both of which can create lasting impressions. According to the 2016 B2B Content Marketing Benchmarks, Budgets, and Trends Report, using in-person events as part of a content marketing strategy has a 75% effectiveness rating. Webinars have a rating of 66%.

Whether you’re a small company that wants the exposure of a live webinar or a large company that needs the face-to-face interaction of a trade show, promoting your event through a digital marketing campaign will allow you to maximize your event investment. In-person and online events can be expensive, as indicated by the following budget allocation chart. Twenty percent of your budget isn’t pocket change!

So how exactly can I use digital marketing to help me get the most from my event spend?
Social Media
An event isn’t going to promote itself. There’s no simpler, more cost-effective way to build buzz before and after an event than social media. Companies should use social media support to boost engagement and visibility across the social media landscape.

Email Marketing

Another cost-effective way to target your event audience at the right time is email. It’s a personal channel, which makes it an ideal way to build excitement for events, get people to register, remind them of the event, and share post-event highlights and follow-up campaigns.

Content Marketing

Through your blog content, you engage and connect with your target audience while demonstrating your expertise. A post about the event can build exposure and boost brand awareness. And we all know that Google loves fresh content, so writing about your event and publishing it to your website can also improve search rankings.
Please, for the love of everything good, don’t waste money publishing another “traditional” press release. Many business don’t realize that blogging is an important aspect of PR. By combining a strong blog post with personalized media outreach, you are offering journalists more “meat” and less fluff, so they will be more likely to take notice.

Optimization

Website optimization is essential for an effective digital marketing campaign. A user-friendly landing page should clearly communicate the benefits of attending the event and make it simple to sign up and/or register. Use keywords and engaging meta-titles and descriptions – ones that people would actually type into a search engine. Relevant keywords will also boost organic results on Google.

Data

Spending thousands of dollars to sponsor coffee at a trade show may get your logo on a sign, but it isn’t likely to provide the lead and contact data you need to get a return on your investment. Data provides tangible results. Capture contacts who engage with you before, during and after the event. This information is “gold” when your objective is to convert leads into customers (and if that isn’t your objective, you may want to find a new career path). Data allows you to see where your customers are coming from, so you can determine which strategies are working and which aren’t. By constantly measuring results and performance, you can adjust your digital marketing efforts where it will matter most.
Thanks for allowing us to drop a little knowledge. We hope you find it helpful. When you’re ready to promote the heck out of your next event, partner with the team you can trust — like a friend — On Advertising. We have the digital expertise you need to get the most from your event marketing investment.

Contact us today to learn more!

Why Targeting Matters in Digital Marketing

If you’re looking to grow your business, digital marketing is it. The days of blowing your advertising budget on a half-page, black and white ad in the local newspaper to goose sales for your “Labor Day Half-Off Sale!” just seems so ‘90s. You might as well use a 56k dial-up modem to get online to check your Friendster account. In 2016, if you want to reach customers, you need to have a robust presence on social media. Your ranking in search results on Facebook, LinkedIn and Twitter are as important as how you fare on Google. This fact means your business should be willing to invest money in targeted marketing, because identifying your market targets enables you to find opportunities and tap into them. Digital marketing helps make use of proven strategies that attract highly targeted traffic to delivers results. An effective strategy also includes email marketing so targeted, it utilizes list segmentation tools that help you precisely focus on the specific customers you need to boost opens, click-throughs and conversions. In other words, to boost sales. …

Fast Food Service Provider Marketing

Over the years as we’ve grown and worked with clients to build a digital presence, one of the things we’ve heard is how our team provided insight into marketing data, not just the data itself. I use the word “insight” for a reason. Data from marketing channels, for many, is like eating out. Small bites of info may be better for some while others need a full course meal. In the spirit of combining two things I appreciate, food and data-driven marketing, I’ve started leading our team to an approach of providing sit-down service during our discussions with certain clients versus providing a fast food service approach. Got your appetite ready? Let’s go. …

A line of Olympic runners

Olympic Success: A Marketing Team’s Version of Reaching the Podium

It’s been an amazing couple of weeks, watching athletes from around the globe compete at the Olympic Games in Rio. One day, we’ll be able to tell our grandkids we were there to watch (on a tape-delayed basis, of course) such record-breaking feats of athleticism as a kayak capsizing after hitting a sofa in the water, and Ryan Lochte and three other athletes dodging the Zika virus but not being able to avoid being robbed at gunpoint. Oh, and we heard that Michael Phelps won a few more gold medals for swimming.
The team of world-class digital marketing professionals here at On Advertising have a few thoughts about the Games, and how they relate to the services we deliver to our clients. …

When It’s Time To Upgrade Your Content Ownership From A Part-Timer Or Intern

It’s hard to underestimate the importance of your company’s digital content in today’s crowded marketplace. Having a robust online presence can boost lead generation, organic search success and branding. That means your content strategy must hit all the bases, cohesively incorporating impressive design with fresh, relevant content and a meaningful presence on social media. Here are a few things to consider when you’re thinking about your company’s digital content strategy.  
Making a long-term commitment. For many companies, digital content is almost an afterthought. They’ll take a person from another part of the company, such as sales or operations and put them in charge, or bring on a part-timer or even an intern. Maybe that was fine for handling your company’s Twitter feed or cranking out the occasional blog, but successful companies realize it pays off, long-term, to have one person lead a cohesive, structured approach to website design and development, email, landing pages, blogs, newsletters and social media. When your company decides it’s ready for a long-term commitment and wants longer, sustainable growth, it needs to follow through and partner with a digital marketing agency or bring in a full-time employee.

A smartphone with email marketing on the screen

Is Email and Email Marketing Dead?

When a newspaper (remember those?) printed his obituary after rumors he had passed away, 19th century writer Mark Twain famously quipped, “The reports of my death are greatly exaggerated.”
The past few years, many obituaries have been written for email and email marketing. Some people are saying that social media is to blame, as millennials prefer to communicate in 140-character bursts on Twitter and via pictures shared on Snapchat. These “experts” are saying that because people aren’t using email, reaching consumers with email marketing is also dead. …

A video camera capturing media coverage for a business

Tools To Help Your Business Get Media Coverage

In our last blog we told you about a couple of tools to keep your eye on in 2016. Along those lines, we now want to share some tips that could help you grow your business this year. We recently read an article that listed resources available to entrepreneurs for better media coverage. While most were geared toward making it easier for a small business to operate on a day-to-day basis (like Asana and Google Drive), some of them stood out because they promise to help businesses do something that used to be left to experts: obtaining media coverage.

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