If you’ve been in business for a while your marketing message has most likely changed as your business changed. And as your business grows, it can be easy to let your marketing run on autopilot which means it can get out of control so that your marketing message no longer reflects your brand. This can leave your prospects feeling confused. Confusion leads to apathy and a decline in readers, subscribers and affect your conversion to sales.

The good news is that a few key steps can help you bring the shine and consistency back to your marketing message.

Step 1: Review Your Calls to Action

Generally there is a call to action on every piece of content that you publish. It may be as simple as a “read more” link. Or it may be a more advanced statement designed to motivate a purchase. Review your calls to action. Look for:

Consistency – Is the voice and message consistent? If not, review the calls to action that are most effective and repeat the language. Go through your content and change the call to action. Re-publish some of the relevant pieces and test the results.

Keywords – Are you using the same keywords throughout? Are you using keywords that are timely and relevant? Do a bit of keyword research right now and identify the words you should be using to drive traffic and to capture your prospect’s attention.

Broken Links – Make sure all the links in your calls to action are working and effectively linking to the appropriate page.

Step 2: Review Your Headlines

Headlines not only provide a means to capture attention, they also help send a message to your prospects. They help establish your voice. Follow the same steps for your headlines as you just followed for your calls to action. Also review the headlines that garner the most attention and mirror that language and voice as you tweak your headlines.

Step 3: Review Your Subject Lines

Your email marketing is only as good as the subject lines that work and get your readers to open your emails. Review your open rates and click-through rates to see which were most effective and which were the biggest duds. Adjust your subject lines going forward based on the trends and insights garnered by this review.

Step 4: Identify Your Successes

Review the sales pages and content that is most successful in your business. What do those pages have in common? Is the message and voice similar? Is the message on brand? Can this voice and message be communicated throughout the rest of your website and marketing materials?

Step 5: Going Forward

Identify your message. Who are you, what are you about and what do you have to offer your customers and prospects? Ideally, you already know what your marketing message is, but maybe it has changed as your business has changed.

Identify your current marketing message and create a content plan that embraces that message. Also review your website and make sure that it consistently communicates your brand and your marketing message. Identify places where you can make changes and update your site to match your marketing message and goals.

It’s not unusual for a marketing message to become obscured or lost as a business grows. Stop. Assess and evaluate. What do you want to say and how can you update your existing marketing to reflect a consistent and powerful message?

Perhaps it’s time to up level your brand and align your marketing message. Clarity on the promise you make is extremely important – brands and promises aren’t just for the big companies. If you want the brand power of a big company with the focus of your small business, develop your brand today with me. https://puym.com.au/business-branding/

Building your email list is critical to the success of your business.

And one of the top strategies you can use to market your business online is to create a free item to entice people to sign up to your email list.

It works like this: you create a bonus item that has high perceived value. You give this item away, but in order to gain access to it, the interested person has to give you their email address.

The key to this strategy is to have a strong and relevant free item. It can as much as double your email signups. This is vitally important, as you must build a community of people interested in your information to grow your business. Nowadays newsletters are no longer seen as valuable in themselves so it’s a mistake to use your email newsletter as the incentive to gain contact information. That’s not to say you shouldn’t offer a regular newsletter as a bonus because it’s the vehicle to provide regular ongoing contact with your potential clients.

  • Audio of you talking about a hot topic
  • An interview with someone else in your industry
  • A sample of an existing product
  • A recording of a seminar, conference call or live event

What are some powerful opt-in freebies? 

Special Reports and E-books

Pick a topic and write a special report or e-book around that topic. You can have as little as eight to ten pages of solid content for a special report. An e-book will likely be somewhat longer.

Your free item needs to address the most pressing problem your target market has so you need to know them well.  Don’t worry about giving away your best information – there is always more to say about a really hot topic and readers will always want more.

Audio Downloads

Audios have even higher perceived value than a special report or ebook. Many people prefer to listen rather than to read and consider audios as requiring less effort.  So don’t be afraid to take your writing and turn it into audio.  Here are some of the different kinds of audio downloads you can give away:

The most important thing is that people listening to this audio get massive value from the content. And that it clearly evidences your specific expertise.

Video Giveaways

Videos are the cream of the freebie crop. They have the highest perceived value and often result in the highest signup rates.

Although videos also take the most effort to create, they can be a great way to go.  You will need careful attention to filming, have some video equipment, lighting and access to editing software.

Mastering this is well worth the effort because video gives you the most direct connection possible with your prospective clients.

Here are some ideas for videos that you can use:

  • Try a face to face introduction or interview
  • Give a video demonstration of your product or service
  • Create a slideshow of some of the common problems your target market experiences

Regardless of the format of your free item, your goal is to help someone solve a problem in your area of expertise. The reaction you are trying to create is, “Wow, this person really knows what they’re talking about – I want more.”

If you’ve been using the same free item for a while, consider these suggestions and regenerate interest to accelerate growth of your email list with a new powerful freebie.