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How to Create a Winning Content Strategy for your Small Business

How to Create a Winning Content Strategy for your Small Business

You have a brilliant business plan and dedicated clients on board who support you. But, how are you meant to boost the reach of your business beyond your initial client base? We have the answer for you. It’s content creation!

Creating content is a fun and rewarding way to increase your business’ reach. It helps validate you as a reliable source of information, one which prospective clients are more likely to buy from. It’s definitely worth your dedication!

Content strategies help you organise and optimise the content you produce. So, we can’t understand why 63% of businesses don’t have one. If you’re included in that statistic, this is the article for you!

Read on and we will explain exactly what a content strategy is and how to implement one perfect for your business.

Enjoy!

First of all, what is a content strategy?

As a small business owner, creating online content is a brilliant way to attract prospective clients. Your content could include;

  • Educative blog articles on subjects associated with your business.
  • Tips and tricks shared through social media posts.
  • Email newsletters keeping clients up to date on information to do with your company.

Offering up resources for free boosts the credibility of your business. It shows that you’re an expert in your field and that you want the best for your customer. If prospective clients see you as a reliable resource, they trust in you as a business owner and are more likely to use your service.

Creating content might sound like a lot of work. But, that’s where your content strategy comes in.

Content strategies help you organise the content you put out online. They span different platforms and give you a week by week plan of what to upload. Content strategies make your life easier as well as optimising what you upload, week on week.

Content strategy meeting

Brainstorm content ideas

Next, have a think about what content makes sense for your business. It’s a good idea to work in a team for this step. Bounce ideas off each other and see what you come up with!

Whilst brainstorming, ask yourself the following questions;

  • How can I be helpful to prospective clients?
  • What content will my clients want to see?
  • What draws clients to your business? Is there one, particular reason?
  • How can I make the most of my expertise to attract new clients?

Remember, your content doesn’t need to shout about your business in every paragraph. Putting content online is all about attracting prospective clients to your website or online profile. For example, if someone is looking for advice on social media management, they might search google with a query and end up here! Indirectly, we’ve lead people (or you in fact) to our website. You can do the same with your prospective clients!

You also need to consider what sort of media suits the content ideas you have. Blogs, videos, Q&As, image posts, quizzes – you have plenty of options to go at! Here’s a useful statistic for you. Nearly 6 million adults in the UK listen to a podcast every week. New media is worth thinking about. Get creative!

Now you’ve got some ideas together, it’s time to build them into a strategy.

Team brainstorming content strategy ideas

Your weekly view – investigate the best times to upload

The first step of your content strategy should be making a weekly plan. Organise your plan by day and by platform. For example, which days will you upload to Instagram? When will your blog post go up? Planning routine upload times makes it easier to stay organised.

It’s a good idea to calculate when is best to upload to different platforms. Take a look at this Sprout Social article. They compiled data from their 250,000 customers to work out when the highest engagement rates are on social media networks. From their data, we can see that around 10 am is the best time for engagement on Facebook. Whereas Twitter saw a spike at 9 am. Work these statistics into your strategy so that your content has the best reach possible.

Also, consider your clients specifically. If your business caters for young professionals, uploading content early, to catch them on their way to work, might be useful. Alternatively, if your primary clients are students, later on in the day might work better. Experiment with times and take note of when you’re getting the best engagement rates. Your strategies should be constantly changing and improving. So, don’t be afraid to stray from suggested upload times if you find they are working for your business.

Weekly plan for content strategy

Consider the differences between social platforms

When creating your content plan, consider which social platforms suit your content best.

We compared Instagram and Facebook in a previous Sole Source article. In general, it concluded that Instagram is better for engagement but certain demographics are higher on Facebook. Take a look at the article for more detail. It’s worth investigating platform trends before creating content for them.

The type of content you want to produce may also dictate which sites you use. For example, image-based content works better on Instagram as it’s a more visual platform. If you want to share links such as blog posts, Facebook is best as links are easy to share through status updates. There are many video upload options on Instagram. Though, Facebook is becoming increasingly popular for video sharing. How do your content ideas fit around the pros and cons of each platform?

However, don’t be afraid of repeating select parts of your content. Remind your followers of your most recent blog post in case someone missed it the first time! Repost a high-performing Instagram picture on Facebook to encourage people to follow you on both sites. See what works for you on your platforms and alter your content plan accordingly.

Choosing suitable platforms for content

Scheduling tools make content easier to organise

As soon as you have a plan, start scheduling your content!

Scheduling is easy with sites such as Later and Tailwind. Some platforms even have scheduling tools built into their software. This means that you can create your content ahead of time and the site will auto-upload it whenever you want it to.

Set time aside each week to sit down and take a look at your content plan. Write out all your Facebook updates at the same time. Have your Instagram posts ready to go! Have you completed your weekly blog post? Schedule that to upload at the optimal time you have decided on.

Once you have your content sorted, you can spend more time engaging with your audience! Talking to prospective clients about your content should be a key part of your content strategy. Reply to their comments. Be personal with them! Add even more custom value to their experience with your business.

Use analytics to keep track of which content is working

Most importantly, keep track of how popular your content is! Part of your content strategy is your weekly plan. But, make sure you’re thinking long term as well. Each month, it’s worth reevaluating and altering where you see fit.

Check out how much engagement your posts receive with analytics tools. If some are doing better than others, adjust your strategy to give prospective clients more of what they love. Being mindful of successful content is sure to improve the quality of what you’re putting out.

Additionally, make sure to note down trends. Some content might boost your follower count. Other posts might result in more website clicks. Keep track of these changes so that if you wish to replicate them in the future, you know how!

And that’s a winning content strategy! Just remember, content creation is a major way to drive traffic towards your business. Adapt your strategy as you go, experiment, and achieve success.

If you would like further information on content strategy, contact us today! Sole Source Digital is a Social Media Consultancy business. We specialise in boosting small businesses with brilliant social media plans and content strategies to give them the success they deserve.

We look forward to hearing from you!

 

 

How to Optimise the Appearance of your Business’ Instagram Profile

How to Optimise the Appearance of your Business’ Instagram Profile

No-one carries business cards anymore, and that’s down to one simple thing. Our real business cards are available to view online, from anywhere, and at any time. Yes, that’s right – our Instagram profiles!

Our online profiles have become the primary way we present ourselves to the world. They are easily accessible and should tell a prospective client everything they need to know about your business. Your Instagram profile is a brilliant place to cultivate your brand. Take the opportunity to show the world exactly what your business is about!

Nowadays, users spend an average of 53 minutes a day on Instagram. This is a huge chunk of time! And, considering that over 200 million Instagrammers visit at least one business account daily, they’re worth getting right.

Read this article and learn how to optimise Business’ Instagram Profile so it makes the best impression on prospective clients. By the time you’ve finished with it, your account will look professional and slick!

Let’s get started!

Convert your profile to an Instagram Business Profile

Before we get down to it, check that your profile is set to an Instagram Business profile. This is simple to do, free of charge, and means you get access to some special features. Follow this link for a step-by-step guide explaining how to convert your profile. But don’t worry, it’s super easy!

What are the benefits of having an Instagram Business profile? Firstly, you’ll be able to view your Insights. They give you access to information on how well your profile is performing. This includes;

  • The number of times each of your posts were seen.
  • How many times each of your posts were engaged with.
  • The number of profile visits you gained in the past week.
  • Once you have 100 followers, you will also be given information on your follower demographics.

Now you have access to all this data, you can understand which content is working with your following. This will help you out when it comes to content creation, which we will speak more about further on in this article.

Having an Instagram Business profile also means you can set up action buttons. For example, on Sole Source Digital’s Instagram, we provide the option to ‘Book’, ‘Call’, or ‘Email’. This makes it so easy for prospective clients to engage with your profile.

Convert your profile today. It’s invaluable!

Sole Source Digital's Instagram profile

Selecting your profile picture

Next, onto your profile picture. The little circle next to your name is the first thing prospective clients will look at. You need to make sure it’s a brilliant representation of your business.

You have a few options here. If your company has a logo, that’s a brilliant place to start. It will make people aware of your branding, so they can recognise the trademarks of your business. Logos also look very professional. So, they’re sure to validate your business’ reliability.

Alternatively, a photograph of the business owner (you!) is a lovely way to appear more personable. This is especially effective if you are a smaller company. Seeing a picture of person reminds clients that your service has a personal touch to it. You’re not a big corporation, but a human-led business! More than anything, a picture of yourself makes your business more approachable.

Whichever you go for, make sure the image is clear and eye-catching.

Person taking a photo for their Instagram profile

Writing your bio

Once a client has been drawn in by your profile picture, they’ll be taking a look at your bio. You need to make sure it’s short and snappy but contains all the relevant information a client needs to know. You only have 150 characters, so make every one of them count!

Below, we’ve listed some of those key bits of information you should be including in your bio.

  • The benefits of following your account! It can be tempting to only write what sort of business you are. But really, this should be obvious from the content you upload. Instead, it’s more effective to tell prospective clients what they’ll get out of interacting with your business.
  • Include a call to action in your bio. This could be anything from ‘check out our website’ to ‘give us a follow.’ Be direct and get user’s attention!
  • Create a hashtag for your business so clients can tag you in related content they upload. Hashtags unify your branding, creating an atmosphere around your business. They encourage clients to get involved and be part of your exciting company.
  • Include your location if clients need to know where you are to use your service.
  • Create a Linktree. This means you can include multiple important links in your bio, rather than just one. For example, your Linktree could include your website, Facebook page, blog and online booking system. They are easy to set up and ensure that your Instagram acts as a portal to all your other online platforms.

Just remember – make sure your bio has some personality! It may only be 150 characters, but you can say a lot with the right choice of words.

Person writing a bio for their Instagram profile

Creating Story Highlights

Next up, we have Story Highlights.

Story Highlights are one of Instagram’s newer features. They’re always visible at the top of your profile and give an overview of what your business is about. They’re made up of selected Instagram Stories that you can store together in groups. For example, on Sole Source’s Instagram page, we have Highlights for BTS footage, shoots, and one for further information on the services we offer.

What do you notice about these categories? Some are formal, and others informal. As they are Stories, it’s brilliant if some of your Highlights have a behind-the-scenes feel. It’s your chance to show that there are real people behind your business. Equally, we also included our more serious ‘services’ category. Here, clients have access to straight forward information about our business.

Also, notice that we created thumbnail images for each Highlight to make them look slick. These are really easy to make on sites like Canva. They could feature text or a little illustration, whatever suits your brand best. Again, this is all about making your profile as clean and easy to understand as possible. The message should be clear – you mean business!

We spoke about Highlights in our Instagram Video Marketing article. So, go and take a look if you’d like any further information.

Person taking a video to add to the Story Highlights on their Instagram Profile.

Optimising your content

Finally, your content needs to look clean for anyone finding your account for the first time.

When we stumble upon new Instagram profiles, we don’t normally click on individual images. More likely, a user will quickly scroll up and down, getting an overview of the content. So, make sure your images work well together, as well as standing alone beautifully.

A brilliant way to do this is by planning out your content. This means coming up with a well-thought-out order that you post pictures in. For example, you could alternate between image and text-based uploads. Small changes such as this stop your feed from being overwhelming to look at. It’s important to strike the right balance and work out what looks best.

Also, take a look at your content from an outsider’s perspective. Do your six, most recent uploads sum up what your business is all about? Are you happy with those images representing you and your company? It’s important to ask yourself these questions every time you upload so that you maintain a high-quality feed.

Tune back in next week as we will be giving you a whole article devoted to content planning!

That’s it. Our guide to optimising your Instagram Profile has come to an end! Enjoy making the most out of your online presence.

If you would like any further guidance, why not book our one-on-one Instagram Consultation Call? Or, if you have any questions for us, just shoot an email our way at hello@solesourcedigital.com. We’re here for all your social media management queries, so get in contact today!

 

What do Clients Want? How to Find Out Through Social Media

What do Clients Want? How to Find Out Through Social Media

At the heart of every business should be the answer to one important question – what do my clients want?

Perhaps this sounds overwhelming, abstract even. But, it doesn’t need to. We have some simple tips to get you ever-closer to knowing what your clients expect from you.

Social media is a brilliant resource for engaging with your followers. Sites such as Instagram and Facebook make communication easy. 3.484 billion people worldwide now use social media. So, by creating social accounts for your business, you have access to almost half the world’s population at the click of a button.

But, how does social media help you understand your clients better? Aside from simply asking ‘what do you want?’, social media gives you an insight into prospective client’s lives. It helps you understand who they really are and which content they’re interested in. As soon as you understand what clients want from you, you can work out what your business should be focusing on.

Follow our step-by-step guide to get inside the minds of your clients!

 

 

Step 1: Use polls to ask what clients want from you

Let’s start with something simple. Setting up a poll online encourages clients to share their opinions with you. Many of the social platforms include polling features.

On Instagram, it’s possible to post polls on your Story. They’re brilliant for quick-fire answers – followers respond in the 7 seconds a story is on their screen for. They are fun and playful, so keep the questions light. Also, Instagram only allows for binary answers such as ‘yes’ and ‘no’, so keep this in mind.

Facebook, on the other hand, is more flexible. If you create a poll in a group (like your business’ page), you can include several options for your followers to choose from. It’s as simple as clicking ‘Write a post’ and selecting ‘poll’. You can close them at a given date if you wish or leave them running. The content can be more serious and ask for a little more insight from your followers.

Twitter polls work similarly to those on Facebook. They usually last for 24 hours before closing, though you can change the duration to up to 7 days. These polls can have up to 4 options.

Polls give you a direct insight into what your clients want. Additionally, asking something of your followers makes them feel valued and included in your company’s decisions. The very act of voting confirms to your prospective client that they do want to have a say in your company. And, it’ll make sure you’re going in the right direction in the meantime. Remember that on most of the sites, followers can see the results of polls. Make sure you do good on what they voted for or the process becomes counter-intuitive.

ballot box for clients

Step 2: Do some investigating who’s your average customer?

To get a more general idea of who your clients are, it’s good practice to take a look at their profiles.

Are you finding that a particular group keep engaging with your content? Is there a certain sort of person who is most likely to use your service? Knowing about your client helps you fine-tune how you interact with them. It also helps you understand what their motivations are for using your service. In other words, you can investigate the needs of your clients – what they want from you.

To start, ask yourself some of the following questions;

  • Which age bracket do my followers fall into?
  • Where do my followers tend to live?
  • Do they give away much information about their employment? What jobs do they have?

Once you have the answers, you can start thinking about your clients in more detail. For example, if you find you have an older audience, it might be worth investing in your Facebook profile. As we found in a recent article, Facebook has a higher demographic of older users. If you find that many of your followers are university students, you could start offering a student discount. It’s all about understanding who is valuable to your business and what they like about your service. Perpetuate the things people enjoy about you and make sure your clients feel as comfortable as possible.

This tip is closely linked to the idea of ‘buyer personas.’ Take a look at this HubSpot article for an in-depth look into the topic.

Shaking hands with your client

Step 3: Keep track of analytics

Analytics help you understand which content is performing best with your followers.

For example, you can take a look at your ‘Insights’ on Instagram. They record the number of times users saw each post and which content received the most engagement. Facebook has a similar tool. When using a business account, it tells you how many people a post reached and how many people engaged with it. You can even retrieve data on what sort of device followers are viewing your content on.

Listen to these statistics and notice which content is popular. We all know that liking a post is a sign of encouragement. So, take notice if a status update promoting a new blog article did particularly well. Or, maybe you announced the launch of a new service on Instagram and the post flooded with likes. This is your follower’s way of saying – yes, and more of that, please!

Analytics of client numbers

Step 4: Listen out for prospective clients by doing keyword searches

Another clever tip for finding out more about clients is to do keyword searches on social media. Twitter and Facebook work best for this as they are text-based platforms.

But, what is a keyword search?

Well, start by compiling a list of keywords relating to the service you offer. Keywords can be general or more specific. For example, for a dentistry business, their words might be ‘dentist’, ‘teeth whitening’, and ‘dental care.’ Search for the words on social media and take a look at the results. Ask yourself the following questions;

  • Is anyone complaining about a competitors’ service? Why were they disappointed?
  • Do common questions keep coming up regarding your area of expertise?
  • Is anyone looking for a recommendation and your service fits the bill?

Compiling this information gives you serious insight into what’s expected from services like yours. Take notice of it! If the same questions kept coming up, answer them or write a blog post on this subject. Sprout Social research found that 83% of respondents like when brands respond to questions. It makes your business appear engaged with its following. If someone was looking for a service like yours, reach out to them! Tell them to take a look at your website.

It’s also possible to play around with the filtering settings to find different results. You can specify the location of the post so you know they’re nearby, and the date to be sure it’s recent.

As you can search across all public posts, this is also a brilliant way to increase your reach. Stop waiting for prospective clients to find you. You can find them yourself on social media.

People looking at social media

There you have it! We’ve given you a range of secret tips to get inside the mind of your prospective clients.

If you’d like any further advice on social media management, why not take a look at our ‘Services’ page. At Sole Source Digital, we want to support your business as you grow and achieve success. With our carefully considered social media strategies, we’ll improve your reach and remind clients of your company’s brilliance. Get a free consultation from us today!

Instagram Geotags and Hashtags: How to Engage your Local Following

Instagram Geotags and Hashtags: How to Engage your Local Following

The first step to success for any small business is engaging with your local following. Instagram makes it easy to connect with those around you. Geotags ensure that your content is reaching the right people – those close-by who are most likely to use your service. They also increase your discoverability. Soon, you’ll build a body of local patrons who openly support your business on Instagram.

To add, posts using geotags result in 79% more engagement than those that don’t. More likes on your content make prospective clients trust your service more too. It’s a win-win.

This article is split into two sections. Firstly, we will run through how to use Instagram’s geotag and hashtag features, both on feed posts and Stories. Then, we’ll delve into how tagging your location helps you engage with your local following.

Enjoy the article and strengthen your relationships with prospective clients around you!

 

A practical guide to geotags and hashtags

Here’s the how-to guide, explaining exactly how to use Instagram’s location tools.

 

Feed Posts

Adding geotags to your feed content is simple. While you’re uploading a photo or video, Instagram allows you to add a location. This option comes after you have selected and edited your content, just before pressing ‘Share’.

When you arrive on this screen, click ‘Add location’ and Instagram will take you to a list of nearby places. You can either choose a location from the list or search for one. The location will be displayed above your content. Your photo or video will also be visible when people search for that location.

It’s also popular to hashtag your location. To do this, type the hashtag symbol ‘#’ into the ‘Write a caption…’ box. Follow it with the name of the place your post was taken in. Then, if someone searches for that hashtag, your content will be visible.

Screenshot of 'new post' on Instagram, how to geotag and hashtag to engage your local following

Instagram Stories

When you share a picture or video on your Instagram Story, it’s possible to overlay Instagram stickers.

We spoke about stickers in detail in our Video Marketing on Instagram article. There are lots of options, including geotags and hashtags. They work in a very similar way to feed posts.

Click on the ‘Location’ sticker and Instagram will take you to a list of places near-by you can tag. Or, you can search for your location. This will then be visible on your Story and will be added to the location’s Story as well.

When you click on the ‘Hashtag’ sticker, a hashtag box appears on your screen and you can type in whatever you want. Again, once tagged, your Story will be added to the Story of that hashtag.

Screenshot of Stories stickers on Instagram, how to geotag and hashtag to engage your local following

How to create a geotag for your own business

Make sure your business has its own geotag! To do this, you need to use your Facebook account.

On your business’ Facebook page, click ‘Edit page info.’ Add your business’ address is listed under the ‘location’ section. Next, update your Facebook status with a ‘check-in’ at your address. This creates a geotag on Facebook which will also be visible on Instagram. Now, when users location search your company on Instagram, they will be lead to your page.

How to use Instagram’s location tools to your advantage

There are so many ways you can use Instagram’s location tools. In this next part of the article, you’ll find tips that will help you engage with your local following.

 

Tagging your content

Now that you have a geotag set up for your company, you can start tagging your posts. Remember what we said in the introduction – posts with a geotag receive 79% more engagement than those without. So, get in the habit of including your location.

On a practical level, geotags give new followers information about your company straight away. If someone new to your business sees a geotag, they can quickly work out how far away they are from your business. Also, once they have clicked on the geotag, they can choose to ‘View information’. This takes them to a page listing basic information about your company. If you fit the bill, you may have acquired a new client.

To infiltrate the local area, start producing content on-the-go. This works particularly well with Instagram Stories. If you upload a story and tag ‘Manchester’, your Story will be included in Manchester’s Story. Just think about how much more discoverable you become!

Meeting at your business' offices

Encourage clients to share their content with your geotag or hashtag

Discoverability is everything. To further push your business out to more people, encourage clients to use your geotag. Suggest that they share a post after a positive experience with you. If your business has a public-facing premise, display your Instagram details. In general, people are happy to support businesses they like, especially if they are starting up. Their post will spread information about your business to their followers. It also means that when anyone else searches for you, they’ll find lots of positive posts about you. There’s nothing better than word of mouth!

You can stay on top of client’s experiences by checking your location and hashtag results. Take this opportunity to engage with clients. Like their post and write a comment, thanking them for using your service. This makes their experience feel more personal. You can even repost their content on your Instagram story. Make sure to tag them so you aren’t stealing and so they know you appreciate them. Reposting is easy content for you to create and is seriously effective.

Local influencer marketing

To push your marketing a little further, get involved with local influencers. 93% of influencer marketing campaigns happen on Instagram. So, you are in the perfect place.

Search the general location of your business on Instagram and take a look at the ‘Top’ posts. This is the content which has received the most likes in your area. Look for people who have large followings and who you imagine would use your service. Think about getting in touch. Direct message them on Instagram or take a look at their bio for alternative contact methods. Would they like to sample your service and feature it on their Instagram?

This sort of marketing does pay off. A recent study found that 82% of respondents were highly likely to follow a micro-influencer’s recommendation. It’s always good to have people on side, so find out if a local influencer wants to support your business!

Local Instagram influencer sat at laptop

That’s all you need to know! Get your business recognised on Instagram and reach out across your local area.

At Sole Source Digital, we offer a range of social media management services, including services specific to Instagram. Get in touch with us today!

Email Marketing FAQs for your Small Business

Email Marketing FAQs for your Small Business

Remember email marketing? That nifty tool we’ve all forgotten about since social media took off? Yes, that’s the one.

Currently, email marketing receives only 10% of digital channel budgets, and we’re wondering why. Especially as it has an ROI (Return on Investment) of 3,228%. It’s time to start taking advantage of this impressive statistic.

91% of consumers check their emails every day. As we’re becoming more mobile, our emails travel with us too. Two thirds of emails are opened on smartphones or tablets. Many of us even have push notifications so we never miss anything landing in our inbox. Right now is the best time ever to get your email marketing strategies sorted.

In this article, we will answer your biggest questions on email marketing. Think of it as your go-to guide for all email strategy needs. We’ll take you through how to get a subscriber list together, what to include in your emails, and most importantly – how to stand out.

Land in your prospective client’s inbox today!

How do I collect prospective client’s emails?

First things first, you need to compile a list of subscribers. How do you do this?

Well, it’s less tricky than you might expect. There are multiple methods you can use, depending on what sort of service your business offers.

To start off, it’s important that you have a simple ‘sign up’ form on your website. On platforms like Wix and Squarespace, it’s easy to set up information collection forms. You might want to invite clients to sign up by including the benefits of being on your mailing list. What content can they expect from you? How will their life be different if they stay up-to-date with your business?

To really grow your subscribers, you need to get creative. Here, we’ve compiled a quick list of fun strategies to encourage prospective clients sign up;

  • Create content that’s only accessible for those on the mailing list. Make it feel exclusive, like a member’s only club. You can design content depending on what your business offers. It could be a list of top tips or an educative resource, anything that you feel prospective clients would value. This technique also shows you care. You’re not just after client’s money – you want to help them out too!
  • Incorporate pop-ups into your website, asking visitors if they want to reap the benefits of your newsletter. No-one can argue with benefits, can they?
  • If clients have to fill in a sign-up sheet to access your service, ask them if they wish to be included in email marketing on the same form. Bear in mind, you have to give clients the chance to object. Take a look at the law surrounding direct marketing before you start your campaign.
  • Finally, what about offering a free consultation or trial to those who join the mailing list? Again, this will show prospective clients that you want the best for them. Everyone wants the chance to try before they buy! And you look generous in the process.

Person checking their emails

How do I set up email campaigns?

Platforms such as Wix and Squarespace include email marketing tools within their software.

There are also dedicated sites such as Mailchimp. It’s easy to use and gives you all the guidance you need if you are new to email marketing. Also, Mailchimp gives you statistics on how well your emails have done. This means you can make informed decisions on which content works best. It even has a free plan option, as long as you have under 2,000 subscribers.

Email marketing strategy meeting

What does the perfect marketing email look like?

Now that you’re ready to start crafting emails, what should you actually include in them?

Let’s answer that question by looking at a study. HubSpot found that as the number of images in an email increase, the clickthrough rate tends to decrease. This means that with more photos, subscribers are less likely to follow the links in your emails. So, we know that too many photos can overwhelm. Your emails should contain text, ready to inform the reader.

They should also be easy to read, so don’t include huge paragraphs of text. Break them up with bullet points, sufficient spacing, and highlight some parts with bold or italic writing.

Make sure your emails are meaningful in some way. You want to be adding value to a prospective client’s life. Do not see this as an opportunity to perform an elaborate and off-putting sales pitch. In our article on the benefits of blogging, we suggested that including blog post links makes emails feel like they have a purpose. This also ensures clients go on your website where they can find out more about the services you offer.

However, also be sure that there is something original in each email. There’s no point churning out the same content that people who aren’t subscribed can access. Make your prospective clients feel special. What will you give back in return for them signing up?

Person reading email marketing on phone

What about spam filtering algorithms?

Most importantly, you have to be sure your emails don’t end up marked as spam. We have a few quick tips for you to follow so this doesn’t happen;

  • Encourage clients to add your email to their address book. This indicates that they trust your email and it should be sent to their normal inbox.
  • Make sure your email list is up to date. If many of the addresses are rarely or no longer used, spam filtering algorithms raise a red flag. Update your lists regularly, getting rid of addresses that have not been engaging with you.
  • On sites like Mailchimp, you can change the name of the recipient from their email address to their actual name. This makes the email feel more personal. It also reduces the likelihood of software mislabelling your email as spam.
  • You must include an unsubscribe link. Luckily, this is included by default if you use email marketing platforms. But be careful – it’s against the law to refuse clients a way out.
  • Don’t include overused, hard-sell vocabulary. Words like ‘great offer’, ‘order now’ and ‘special promotion’ are spam trip wires!

Person at computer looking at email marketing.

People receive so many emails every day. How will mine stand out?

Now, let’s assume your email has arrived safely in a subscriber’s inbox. Think about what makes you want to read an email. Normally, an intriguing subject line might do it, or a creatively-worded preview. Remember, you have a handful of words to encourage a subscriber to click on an email, so you have to make them count.

People who have already signed up to your mailing list have a vested interest in your business. You need to show prospective clients that you’re interested in them as well. Think about your client. What will make them trust you? What will they be happy to read about you? It’s much more effective to sell a lifestyle rather than a service. So, show your prospective client that they could fit into the lifestyle your service will grant them.

Overload of letters

So, we’ve given you all the answers you need. Now all that’s left is for you to set up your winning email campaign!

If you’d like any extra help, we offer comprehensive social media management services, including email marketing. Take a look at our ‘Services’ page or sign up to our own newsletter! Just scroll to the bottom of the Sole Source Digital homepage and enter your name and email address. We look forward to hearing from you.

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