There are three crucial factors in internet marketing that determine whether you’ll succeed or remain among the dreamers of internet riches. Without these three factors, your website is just a useless pile of files, taking up space on some server in the Internet.
There are three crucial factors in internet marketing that determine whether you’ll succeed or remain among the dreamers of internet riches. Without these three factors, your website is just a useless pile of files, taking up space on some server in the Internet.
What are these factors?
They are traffic, conversion, and the long-term value of your customers.
Traffic
If nobody visits your site, nobody will buy anything from you – it’s close to common sense. Without traffic, a website is like dead weight. So, your primary and first task (even more important than the modern design of your site and the fancy plugins you’ve installed from the internet) is to ensure visitors to your site. The more, the better.
It’s also important what kind of traffic you attract to your site. It can be untargeted and targeted. General (untargeted) traffic usually doesn’t do you any good – they’re aimless visitors just browsing around. Targeted traffic is the one that will bring you more sales and success. These are visitors who are looking for something specific and find it on your site.
Conversion
No matter how much traffic you have, if you don’t use it, it’s useless. Yes, having a popular website brings you some satisfaction, but nothing more.
So, the pages of your website are usually used to make the visitor do something – to buy a product, order a service, fill out a form with data, or perform another action desired by you.
The more visitors to the site perform this action, the higher your conversion rate. It is measured in percentages, and the formula is as follows: % Conversion = (number of desired actions taken / number of visitors) * 100, %
Here’s an example: If you sell your new e-book from your site and have 180 visitors a day, of which 2 buy it, then your conversion rate is (2/180)*100 = 1.1%.
A normal conversion rate is considered to be within 1-3%, a good one – 5%. If you have over 10% conversion, you can consider yourself a marketing guru. Of course, conversion depends on many factors—these values are just indicative.
Customer‘s Lifetime Value
If a visitor buys a product from your online store and then you manage to build a relationship with them—helping them, sending them useful information, building a strong brand—then they will buy from you many times over time. In other words, their value to your business is not just in the first purchase but in all the money they will spend with you over time.
There are various ways to increase the long-term value of your customers, but they all go through building mutual trust, adequate communication, and customer care.
Here’s an example: If a visitor buys your book for $20 and you do nothing to retain them, their value to you is $20. But if you manage to turn them into your “fan,” make them trust you, make them happy with you, then they may buy your home study course for $199 and participate in your live seminars for $490. And then recommend you to another 10-20 of their friends who make purchases from you for similar amounts. As you can see, the value of the customer to you becomes $20 + $199 + $490 = $709, with the effect of recommendations being even greater.
As an online entrepreneur and marketing specialist, you have three main tasks to bring your business to success.
Increase traffic to your site.
Increase the conversion of your offers.
Increase the long-term value of your customers.
It seems simple, but it’s not. It seems easy, but it’s not. It seems small—just three things—but it’s not!
Nowadays, with drastically increasing competition in practically all areas of life and business, personal branding is becoming ever more crucial for success. I’ll try to shed some light on how important branding is for each of us—from employees to entrepreneurs, from yoga instructors to mafia bosses.
What is a Brand?
My observations suggest that your personal brand is that thing, your thing, that sets you apart from the competitive crowd in the eyes of your audience. I read in a book that your brand is the word you’ve reserved in people’s heads. Even if it’s not just one word, it’s crucial that it’s something focused. And here is where our deliberate efforts come in. “Jack of all trades” isn’t always a good and useful brand for us.
Also, there’s something very important—if we don’t proactively take care of building our brand, others will do it for us. And we might not like the result.
Examples of good personal brands include:
“The best Facebook marketing expert.”
“The youthful-looking guy with abs who dances with models on Instagram.”
“The master of the backhand.”
“The guy you go to when you want breast implants.”
Here are a few examples of negative personal branding that some people allow to “build itself” instead of working on it:
“The guy who always has reasons why something can’t be done.”
“The creep who treats women poorly.”
“The quitter who gives up when it gets tough.”
“The guru who has no real experience in his field, only theories and chest-thumping.”
“The dietitian caught eating pizza.”
As you can see, brands come in all sorts. How do you build a brand? By doing things in a way that defines us as we want to be seen by others (and as we truly are inside). A fake brand quickly cracks, so I wouldn’t advise anyone to pretend to be something they’re not.
If we have to summarize about branding:
First: Be someone and know it. From being a good parent to a record-breaking runner, know your superpower.
Second: Express your true self in every situation. Show your real self, not a fake and powdered mask. Be a role model.
Third: Carefully choose your audience. You don’t need to build your brand on a global scale. It’s enough to select the community where you want to shine.
Thinking about the third point, let’s consider more about the audiences, the communities where we try to build our brand.
Who Are Your Audiences?
What is an audience? In this context, it means the people before whom we express our brand and try to engrave it in their minds.
How do you show you’re a solid manager? By acting like one with your team and colleagues.
How do you build a brand as the best gastroenterologist? Treat patients and give your all, and don’t forget a little self-promotion where potential patients gather.
How do you become the greatest dad? By behaving appropriately with your children every minute and enjoying it.
How do people start thinking of you as the best designer? Do great designs? Work 14-18 hours a day. Keep up with the latest. Strive for perfection in every project. Your audience is your clients.
The key takeaway here is that it’s not necessary (and sometimes not possible) to build a personal brand that is recognized and established in the minds of people nationally or globally. We’re not always interested in being known by millions. Often, it’s about two or twenty people, but those who are important to us.
Why Is Personal Branding Important for You?
We don’t need to be professors in philosophical or logical sciences to realize a simple fact:
“People judge us and decide what to do with us—what to say, whether to help us, whether to meet with us, etc.—based on what they know and think about us.”
If they know nothing about us, their reaction is not under our control. If they know bad things, they won’t react in our favor. But if they know what we want them to know about us, then we can expect (with a great likelihood) the reaction we need.
This applies in professional circles, at the workplace, in business, as well as in personal life and relationships with friends, acquaintances, neighbors, and relatives.
I can even give an example from high school. When you’ve built a reputation as the “good boy” and you get into trouble where it’s unclear who is at fault, the slaps aren’t yours to receive (“it couldn’t possibly be Borilcho who did it”), but someone else involved, especially if one of the suspects has a “bad boy” reputation.
Whenever we deal with people, their reaction depends on their perceptions, emotions, and their impressions. If we’ve positioned ourselves correctly there, we can expect a much easier life and work.
Personal brand and reputation are why some people always find closed (or slamming) doors, while others never step off the red carpet of success.
Let’s now look at some specific cases…
Applications of Personal Branding and Reputation
How can a good brand make our life and work easier, and how can a bad one darken our daily life? Here are a few ideas.
Job hunting
If you have a reputation and are known for your skills in a certain area—for instance, you have a blog on the subject, are active in the community, and have your own stance—even a cursory glance from your future boss/interviewer will set you apart from other candidates. Not to mention cases where, based on that reputation, you might not even need to look for a job because top employers invite you, even compete for you.
Promotion and career
Working in an organization is also linked to building a personal brand—within that organization—in the eyes of colleagues and management. If you’re “the lazy one who slacks off,” you’ll hardly get a promotion or bonus. If you’re “the cool guy who works like a machine,” you’ll always get what you want, and easily.
Freelance professions
It’s an understatement to say that personal brand and reputation are important for freelancers and professionals. It’s practically everything. A good reputation brings new clients. A bad one turns even existing ones away.
Consultants and coaches
I mention consultants and coaches separately because, realistically, their product is their reputation. They sell themselves and their brand. While a designer who isn’t very good at self-promotion might still show beautiful designs, a consultant can only rely on their reputation.
Entrepreneurs
Entrepreneurs are people of character. To a large extent, this character builds their reputation. But a personal brand like “the jerk who doesn’t pay suppliers on time” or “the fox who has cheated dozens of his clients” are not the associations we want.
Managers
A manager’s authority is his personal brand. And his audience—his team and peers, as well as – of course – those above him. Your subordinates will treat you and be as motivated as you’ve inspired them with your personal presence. Your colleagues—managers and directors—will be as cooperative as you’ve commanded their respect. Your bosses will include you in bonus schemes more likely if they like you but also respect you.
Public figures
What to say here. All public figures float on the clouds of their reputation and personal brand. If those clouds dissipate, the fall is long and—ultimately—painful.
Experts (doctors, specialists)
Do you know a doctor (or another type of therapist) who books appointments for two months in advance and you literally can’t get in line? This is the result of a built personal brand and reputation. Have you seen posts in forums saying how incompetent a certain expert is? That’s the result of poorly managed personal branding and—primarily—the lack of integrity in its expression.
In summary—personal branding and reputation are important factors for our life, career, and business. Pretending they don’t apply to us doesn’t change things. It just leaves this important asset in the hands of others, instead of taking charge to shape and manage it ourselves.
The time dedicated to developing ourselves and building a personal brand and reputation is an investment that pays off richly over the years. Neglecting this treasure, however, can collapse entire careers.
As you may know, simply sending emails to people might have some effect, but we want results, achievements, influence. We don’t want to waste our time or that of our recipients.
Sometimes, a one-time send is useful and appropriate, such as for a regular newsletter, reminder, or flash promotion.
However, if we want to launch a marketing campaign, we’ll need a series of messages, each with its own role.
From my experience, I can say that I most often use three types of campaigns. I’ve even named them:
Campaign 1: Atomic Bomb
Here, we rely on one main email message, but it is simultaneously supported across all our available channels. For example, we want to announce the launch of a new collection of women’s handbags. In this strategy:
We prepare a special page on our store, showcasing the products from the collection.
We prepare a blog post presenting the collection.
We send an email campaign to our subscribers, announcing the collection and providing a brief summary and links to the blog post and collection page.
We publish corresponding posts on Facebook, Instagram, and prepare stories and reels.
We notify all influencers and partners we work with with a separate message.
We arrange interviews with several podcasts, websites, and YouTube channels.
We launch a Facebook/Instagram campaign for the new collection.
The idea is that the synergistic effect of communicating the campaign across all channels will reach a critical point and significantly increase conversion rates.
Of course, the key points here are:
Timing synchronization.
Unified visual and text communication.
This type of campaign can be combined with others without problems, as one of their stages.
Campaign 2: Earthquake
As you know, earthquakes often have one main tremor and then additional smaller ones, like an echo. This is the idea behind this type of campaign.
We send the main message.
We send reminder messages at specific intervals.
An advanced version of this campaign involves personalized and automated reminder messages depending on the recipient’s reaction to the main message.
An example of such a campaign is promoting a webinar:
First, we announce the webinar.
As the date and time approach, we send several reminders to registered participants. Another application of this strategy is when we send “cold” emails and then follow up and remind recipients, trying to get them to respond.
Campaign 3: The Hero’s Journey
This is the most complex type of campaign and requires very good timing coordination. It is built on the principle of gradual unfolding and reaching a climax. And after the climax, there is a post-campaign effect and actions.
Here’s an example of such a campaign:
Announcement: We announce our upcoming event, such as a seminar, and present it in a blog post and a follow-up email.
Attracting attention: We send a useful resource to our subscribers and try to create reciprocity.
Engagement: We send an interesting survey or quiz to gather information and wake up our recipients from lethargy and get them to take a specific action.
Creating urgency: Reminding that after a certain date, there will be changes in conditions – price increase, removal of bonuses, limitations on the number of spots, etc.
Accelerating the pace: Conducting the webinar or LIVE session and announcing a special offer within the campaign, valid only for 24-72 hours, but very advantageous.
Pressure: Reminding webinar participants about the expiration of the special offer and urging them to join.
Final push: Reminding that the campaign’s end is approaching and the “disaster” will happen (price increase, closing doors, removal of bonuses, etc.).
Impact: Fulfilling our promise and raising the price, removing bonuses, etc., as we said. If we don’t keep this and compromise with the “latecomers,” we lose credibility, like parents who initially forbid chocolate but give in when the child cries, giving them candies too.
Finishing move: After the “big event,” we make a final offer, also valid for a very short time, not as advantageous as the original, but still quite good.
As you can see, the campaign unfolds, tension increases, and so does the recipients’ engagement.
The important thing is not to overdo the messages and to carefully craft each one. We don’t want our recipients to unsubscribe or report us as spam, right in the middle of our campaign, do we?
What do you think? Is any of these strategies applicable to your activities? Have you used any of them? Do you think they will be useful to you in the future?
Recently, I asked my audience to share what topics related to email marketing interest them. I expected everything to revolve around list building or improving open rates.
Imagine my surprise when, after analyzing and summarizing the received questions, I ended up with a list of 125 pressing topics.
Here they are:
How to keep the audience interested without being annoying? How to be useful and wanted? To be effective without being irritating.
How to use tags – examples with Mailchimp and MailerLite?
How to always land in the inbox (for an online store)? Strategy and tactics.
What is the real benefit of email marketing? Where and how to apply it to leverage its advantages?
Segmentation – strategies and tactics?
How to write successful subject lines and email marketing copy in general?
Best practices to avoid ending up in spam folders?
How to design emails correctly?
Strategies and tactics for building a large email list? Finding leads through different channels and in various ways?
Open rates – strategies and tactics to increase them; what can we achieve and what not?
Advantages and disadvantages of leading platforms? Comparison? Review? Presentation of each platform.
Does anyone read email newsletters at all? (Do it with new statistics and make it sound fun)
Application of email marketing for non-commercial purposes, NGOs?
How often should an email newsletter be sent? (Example for a clothing store).
Email marketing automation related to artificial intelligence and machine learning?
How long will we continue to fall for marketing? How long will marketing be a big lie and manipulation instead of simply presenting a quality product? (Cries for a funny video with many funny examples).
How to structure emails? (For different types)
What content to include in newsletters and emails?
New trends in email marketing? How has it changed over the years? History of email marketing and practical-oriented trends and changes?
Will messengers replace email marketing? Comparison between email marketing and messenger marketing. Trends, future, and applications of both.
How to prepare an email marketing plan for an online store – frequency, structure, content.
Most successful and effective practices and applications of email marketing.
How to improve the deliverability of your emails?
Ratio of useful to commercial content so people don’t unsubscribe or close? Is a mix necessary? Different segments, different content?
Gamification in email marketing?
Out-of-the-box campaigns?
How to avoid being pushy with your email marketing and at the same time make your campaigns successful?
Trends in email marketing for 2022 and beyond?
How to track campaign effectiveness, how to interpret the data and make decisions for improvement?
How to overcome the fear that your email newsletter (campaigns) will be perceived as spam?
How does email marketing technically work? Building the technical process from scratch with different tools?
Processes and procedures in email marketing? Email Marketing OPR.
Psychology of email marketing?
Appropriate form of address in emails?
Volume/length of emails we send?
How to increase sales with email marketing?
Tips from email marketing experience? Case studies.
How to ensure targeted traffic from people ready to sign up for our email list?
What to do if we can’t speak good English but want to sell in the USA?
How to write attractive emails? Email copywriting?
How to gather an email database if you don’t have a website?
How to use email marketing if you have a small list or almost none?
Is Mailchimp still worth it? How has email marketing changed in the last 4-5 years?
Effective strategies for email marketing with declining open rates? To examine cases where our open rate increases. Show statistics on whether it’s declining globally.
How do mail servers work? What does each function lead to?
Personalization in email marketing – strategies, tactics, examples, tools?
Advanced email marketing automation?
A/B testing approaches in email marketing?
Email design – strategies, tactics, best practices.
What to watch out for if using an external email marketing consultant?
Should we use a mailing service from an external company?
Integrations of Mailchimp (and other platforms) and how to use them?
How to structure an email marketing campaign? Types of campaigns?
Transactional emails for online stores and how to use them as part of your email marketing?
How to avoid spam when receiving emails and how not to be considered spammers when sending them?
The place of email marketing in the marketing mix of different types of businesses and organizations?
Should we hire an external email marketing expert or handle it ourselves? Which is better?
Is email marketing effective today and in what ways?
Email marketing in the tourism and hospitality sector? (I have no experience)
What is double opt-in and why is it important?
Automation with Mailchimp? Specifics? Concrete examples, applications, strategies?
What is the one thing people always respond positively to in emails? What makes them wait for our emails with interest?
Why does my email go to spam?
Is it appropriate to start communication with an email?
Is it appropriate to send a company presentation via email?
Technical details of email marketing? Hard bounce, etc.
Effective ways to get feedback and survey audience interests?
When is an email campaign considered successful?
Email marketing before and after COVID? Successful practices, examples? What has changed and what has remained the same?
How to attract more interested subscribers (potential clients) instead of owning bought email lists?
How to quickly and easily manage a weekly newsletter? Strategies, tactics, process, automation options?
How to choose an email marketing platform?
How to manage a brand’s email marketing?
Interesting ideas for attractive email marketing?
How to organize and manage subscriber lists?
How to find topics interesting for our audience?
How to optimize email marketing – strategies and tactics?
How does email marketing work?
Optimization of processes and improving the service through personalization?
What is the difference between people wanting to receive messages from us and us thinking they need these messages?
How to reach people who need our messages without going through spam strategies?
How can our message reach more people?
Ethical issues: how much does email marketing invade people’s privacy and is it relevant to their needs and interests?
Unconventional ideas in email marketing?
How many links, how many images should there be in a newsletter and how long should it be?
How to reach people who don’t even open their emails?
What does an email marketing specialist need to know to start in a position responsible for email marketing?
Useful and current information related to GDPR?
B2B email marketing?
How to reach emails via LinkedIn? SalesQL and its alternatives?
How to analyze email recipient behavior?
How to define the audience for each of our messages?
Email marketing automation for online stores. Conditional workflows.
How to formulate the needs of a potential client to build steps to achieve their goals through my product?
Statistics and infographics for the most effective things in email marketing in 2022 – length, design, images, approach, frequency, etc.
Small tricks in email marketing?
How to make our images display by default when sending a newsletter?
How to establish tolerance levels for receiving emails for people from Bulgaria and the region?
How to choose the right tone for email marketing communication? How to set a semi-formal tone for people we don’t know?
Should there be emotion in emails or not?
How to request feedback with an email marketing campaign?
Regular and predictable emails or variable sending frequency?
How can email marketing be used for network business?
How can I influence a client with an email?
What is the cost of email marketing and what is its efficiency, return?
How to migrate between different platforms and have proof that the emails are legitimately collected?
Using GIF animation in email campaigns? Is it appropriate? In which cases? How is it visualized on different platforms?
The dilemma: newsletter subscribers don’t buy, non-subscribed store customers actually buy?
What is the effective ratio of images to text to achieve the desired action?
Advanced strategies to increase the placed order rate?
How to deal with low CTR?
How to reduce the bounce rate?
How to collect email addresses from clients when they prefer to order by phone? How do we know they prefer to order by phone?
Why is SendGrid such a clunky platform?
Mistakes and problems when creating email campaigns with Mailchimp?
Working scripts for writing successful sales offers with email marketing?
How to increase subscriber engagement?
How to prepare the perfect follow-up email for those who didn’t open the first one?
We all know that overplanning is not good. Action is needed. However, jumping in without figuring things out is not advisable either. This applies to email marketing as well.
I will share the main elements of an email marketing strategy and the basic decisions we need to make (understand: “problems to solve”) for each element:
Technical Setup
What will be the primary email marketing tool you will use?
What tools will you use for testing and optimization?
What tools will you use for tracking and analysis?
How will you ensure that all these tools work well together?
Database Building
What lead magnets will you use to build your database?
Where and how will you position the signup form?
What channels will you use to promote the form and gather new subscribers?
How will you ensure that you obtain real, quality leads?
Targeting/Segmentation
What are the demographic characteristics of the people you want to send your messages to?
What are their interests? What do they want to read, watch, buy?
What is their usual behavior? Regarding email campaigns? Online? While shopping?
How will you provide suitable information as you build your database so you can target your emails precisely to the desired audience?
Content Strategy
What types of emails do you plan to send? Useful information? News and events? Discounts and promotions? In what ratio?
What will be the visual style of your email campaigns? Plain text? Clean with minimal images? Text and visuals – almost equally balanced? Predominantly images?
What will be the structure of your messages? Like a regular letter? Action-oriented with a clear call to action at the end? Multiple sections and links, newsletter-style?
Dynamics
What will be the frequency of sending your campaigns?
What time will you send the newsletters?
On which days of the week will you send them?
What will be the process? One campaign/send-off? A series of messages? Branching?
Improvement Strategy
Which metrics will you track and how often? How?
What reports will you prepare for email marketing, how often, with whom will you discuss them, and how will you proceed afterward?
How will you organize the planning and implementation of improvement measures derived from the analyses?
—
As you can see, many things need to be considered. Think about the questions. Can you come up with some of the answers (or all of them)?
To build a quality email list (database) that yields good results, one of the most important things is the source from which we secure our subscribers and the way we do it.
A fundamental requirement (both from a business and legal standpoint) is that people themselves must want (give us permission) to join our database. They grant us permission to send them messages.
This permission/consent is valuable to them – they are letting us into their personal space. To obtain it, we need to offer something in return. What we offer in exchange for the consent to send messages is commonly known as a lead magnet.
I have gathered quite a few resources on the topic. First, I want to share those that have worked best for me so far. Then you will see the rest.
My List of Lead Magnets
Checklist
This is a list of things useful for our audience. For example, steps in a procedure or things to do before starting an endeavor. The variety can be great.
The advantage of a checklist is that it is short (saves people’s time), provides practical information (applicable in practice), and can be easily consumed (read, printed).
Survey
The survey brings us several benefits – it engages the audience (activates them), gives us valuable information, and helps us build our database.
It is advisable that the survey contains no more than 5 questions, and most of them should be multiple-choice, so people don’t have to write long answers. This way, we make it easier for participants, increase the completion rate, and obtain easily analyzable information.
E-book
The oldest and still well-functioning lead magnet. It does not need to be a huge book. It is important that it is well-structured, on-topic, has a practical element, and is convenient for printing and reading on a screen.
Books that are landscape-oriented (horizontal) are ideal in this case – they can be printed on A4 paper or read on the screen in their full size.
Mini Video Course
This lead magnet has been one of the least effective for me. I had one years ago and stopped it. Such a resource provides a huge amount of valuable information but requires people to devote a lot of time to watching the course videos. It is best to break it into a series of videos as part of a launch sequence.
Webinar
A super-effective tool for building a database. Whether it’s a classic webinar, a LIVE session in a closed group, or streaming only for registered users (members), the recipe is the same: to see the valuable content of the webinar and participate, you must register.
I notice that most webinars focus on little content (mostly general talk) and then put serious effort and pressure on participants to buy the corresponding product.
I would suggest a reverse approach: provide a lot of valuable content, concise, well-structured, and inspiring. Move smoothly to the sale and approach carefully, according to the audience’s mindset, not according to direct sales textbooks from the 1980s.
Selected Resources
Below are several comprehensive articles with a huge number of lead magnet ideas. Some of them overlap, but this is even better because you will be able to identify the leading ones.
Iremember one of my meetings with an influencer. The lady had called saying she wanted to talk, I agreed, and I was expecting her at the office. She arrived half an hour late but brought her manager with her. Let’s call her Natalie.
We sat down to talk. She had her reasons for being confident – 400,000 followers on Instagram and her own TV show.
I, on the other hand, was following my plans and needs. Our company needed to promote the brand, and I was interested in reaching a specific audience through influencers whose identity matched our brand. So, I started asking my questions.
I asked Natalie to tell me more about her audience. She couldn’t identify and present specific personas.
I asked for data on her Instagram account’s performance. She couldn’t provide detailed information. She said she would send it later. A day later, when she sent us a presentation with screenshots from Instagram Insights, it turned out that most of her followers were not in the country and were not of interest to us.
Then I asked how she usually works with brands. She replied that she was flexible. Sometimes she took $2,000 per post/story, sometimes $6,000. She was indeed quite flexible. She couldn’t explain when she charged $2,000 and when $6,000.
I told her we were interested in running campaigns and asked what she could offer. She looked surprised and mostly confused.
I explained that most of our campaigns last between a week and a month, and we needed more than random stories and posts. We wanted coverage – blog posts, unfolding a story over a period, interaction with users… She seemed to have heard of such things but apparently didn’t do them.
Then I suggested we work on a performance basis. Since she was confident in her audience’s activity and her influence (after all, “influencer” comes from the word “influence”), there shouldn’t be a problem. She replied that she didn’t do “such things.” It wasn’t dignified to work on commission. In her influencer circles, no one did that, and her reputation would suffer. I explained that she was already selling access to her audience by charging for posts. She didn’t react positively.
It had long been clear that the meeting wasn’t going well and that there were no common points between my expectations and what she could offer. Still, I decided to finish my questions.
I asked if she had other channels besides Instagram where she was strong and could promote our brand. She didn’t. Blog? No. Facebook? No. Community, group? No. Email newsletter? No.
We parted politely with the clear understanding (on my side) that we wouldn’t see each other again. But the story wasn’t over yet.
In the following days, while I was wondering how to decline her without my blunt thoughts showing in the email, we received a request from Natalie. To start working together, she wanted us to give her a sofa.
Without hesitation, I said “no.” She, however, was ready with a counteroffer: then give her an iPhone 13 Pro Max, she liked it from our website (it had just been released).
For understandable reasons, we didn’t start working with her. Nevertheless, she continued her (un)victorious march towards me. A few days later, she sent me a message filled with disappointment, saying how she was giving her all, but our unprofessionalism – mine and my entire team’s – had ruined the deal.
To my greatest regret, Natalie wasn’t the only influencer who approached me (in my role as Chief Marketing Officer or Marketing Director) as if I was obliged to immediately shower them with money just because they showed me how many followers they had.
I don’t want to be misunderstood. I know many influencers with a professional approach to their own activities and their clients. This article is not about them. It’s not about those convinced of their own greatness and the necessity for brands to chase after them either.
This article is for those individuals, leaders, influencers who have a loyal and active audience (regardless of whether it’s small or large), treat their business seriously, and want to secure more deals by helping brands while also adding value for their audience.
Now that we’ve clarified who should continue reading and who should close the browser tab, let’s continue with…
What do brands expect (from influencers)?
Most companies or, let’s say, brands have relatively clear expectations from influencers:
Quality of the Audience: The audience profile should match the one we want to reach; it should be active (engagement rate above 3-4% and enough comments and likes).
Influencer Profile: The culture, behavior, and posts should align with the brand’s values; they should also be focused and show integrity. If you promote everything from yogurt to truck tires, I won’t include you in my communication plan, I promise.
Results: Brands want to see results, and usually, these aren’t sales but reach, engagement, comments, user activity, and a visible increase in referral, direct, and organic search traffic.
Reliability: Brands want to rely on influencers as a stable communication channel for promoting and engaging the brand. If they sense that you just want to take the money, post “something,” and disappear, they won’t hire you.
Now let’s think about marketing directors/managers as representatives of the brand and the people who meet and negotiate with influencers. In other words, let’s talk about me and what I expect to greenlight a partnership…
What do marketing directors expect from influencers?
Approach: It’s important to me that you understand the nature of our relationship. You are offering me something I need (access to the right audience) and expect something in return (gifts, payment, commission). In this context, before hitting me with the price, you should show and prove to me that I can indeed get what I need.
Professionalism: It’s important to me that you know your audience, your tools, your business. If you’re just someone who, due to a reality show appearance or another reason, has suddenly gained tens of thousands of followers and now wants to monetize them, I wish you luck. But if you don’t show me that you can be a quality and long-term partner, I personally don’t care about the number of your fans.
Preparation: When coming to a meeting, be prepared. Bring a presentation, business cards. Open the tabs of your website and social networks on your tablet or laptop in advance, in case you can’t connect to the Internet at the office. Know your audience well (age, interests, location) and how they perform (reach, engagement). Prepare case studies from previous campaigns and the results you achieved with them. Research our brand and products in advance.
Proposals: Be flexible, but not like Natalie. Offer ideas on how we can work together. Propose a creative scheme for long-term work. Propose a payment scheme that is OK for you and will allow me to better plan my budget.
I could write much more on the topic, but these are the key things.
Look, I have a problem: I want to reach my target audience creatively, grab their attention, and “outperform” the competition. If you can offer me a suitable solution to this problem that fits my budget, I won’t even hesitate and will hire you. (Well, I’ll think a little, but the decision will be easy.)
Do you want to manage your marketing department with all its moving parts? Build it on these 14 must-have pillars.
One of the most pressing stress points we have as Heads of Marketing is how to organize, monitor and make work all the moving parts in our marketing departments especially when managing several brands.
Over the past 20+ years I have tested, adopted, created, implemented, abandoned, and revived tens of approaches and methods. In some cases, I had to accept and modify an existing method. In other situations, I was creating it from scratch.
Step-by-step, slowly and with a lot of pushing and pulling, the concept of Almighty Marketing Operating System started to form. I have identified 14 domains where a marketer (marketing manager, head of marketing, CMO) needs to maintain control and forward motion in order to build a working marketing department and still keep his/her mental health and survive physically.
Surprisingly, all those areas of control came with words starting with the letter “P”. Here they are:
Philosophy
Your marketing team needs a philosophy, a manifesto, a codex. You need to have a common goal and approach, a direction and set of values and beliefs. Without a philosophy, your team is just a bunch of people roaming around while waiting to get their salaries at the end of the month.
Positioning
You need to maintain your brand(s). The story, the values, the value proposition and the presentation. Also, when set, you need to maintain brand communication consistent and coherent throughout all channels and touchpoints.
Product
It can be a service, a digital product, a tangible product, this is the thing, the value you are exchanging for money with your clients. First, you need to ensure that you are serving the right product(s) to the right audience. Then you must collect feedback and iteratively improve and expand your product (service) line keeping in mind the product’s lifecycle and the capacity and needs of the market.
Price
Your pricing strategy and offering is crucial for maintaining a short-term cashflow and long-term wealth. hundreds of books have been written on the topic, for a good reason. Do not forget also to test price elasticity with your clients and segments.
Platform
Your communication and selling platform is crucial. In the world of digital business this platform includes your website, email marketing platform, social media profiles, advertising platforms, customer support and community management tools, monitoring and analytics tools and much more. All this should work as a well-oiled mechanism, measurable and optimizable.
Presence
This is the content which you deliver to your audiences through your communication channels (part of the platform) at all the touchpoints with your prospects and clients. The content includes everything from pitch decks to social media, YouTube, blog, email, message, ads and all other forms of content which present your brand, products and offers.
Placement
The channels where you are serving and selling/delivering your service/product form your placement ecosystem. Of course, this depends of the nature of your business. In general, the more you automate and streamline the process through different placement channels, the better for the business.
Promotion
All your campaigns, launches, activities come under this umbrella. You need to organize your efforts of communicating your brand and offers to your target audiences.
People
This is your team, partners, collaborators. You need to find the right people and reach a win-win dynamic together heading to the same direction.
Process
You can definitely identify the main processes in your marketing department. Those processes can be broken down into workflows and procedures/routines. Those routines can be assigned to certain roles in the team and to happen according to a relevant schedule/timeline. When you have all this set up, tested and the team trained, you have an unstoppable marketing machine.
Plan
You know, “failing to plan is planning your failure”. Of course, you should not over-plan or create “The Perfect Plan”. As Mike Tyson reasonably says “Everyone has a plan: until they get punched in the face”. However, you will need at least an overall marketing strategy, brand plan, campaigns plan and content plan. Also, a projects plan will be a good-to-have.
Performance
Nowadays, marketing is about measurability, results and optimization, a.k.a. “performance”. If your marketing efforts do not provide the expected results, you need to optimize and improve. To do that, you need to test, measure and analyze. Simple. Hard.
Progress
You need to see the big picture, the forest, not only the trees. This is possible only if you are able to combine all the performance data you have and analyze the progress over time regarding specific key performance metrics. Based on this you can have reports with different focus and scope and understand the dynamic of the marketing and where is it heading.
Problems
As a head of marketing, you will face problems. Lots of them. Actually, they will be so many and will come from so many different directions, that you need to literally start keeping track of them. This pipeline of problems which you need to handle, I call “Problematorium”.
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If you succeed to cover all these areas in a practical way, voila, you have an almighty marketing operating system.
It should be complex enough to give you a “place for everything and everything in its place”. At the same time, it should be simple and flexible enough so you can train your team to use it and it doesn’t block their usual workflow. In other works, the OS should work without damaging the productivity of the team, aiming to increase it.
We are talking about video content and all this AI and visual creation, however we write all the time. We write almost constantly:
Messages
Blog posts
Scripts for videos
Emails
Landing pages
Product descriptions
Texts for presentations
Reports
and much more…
You may say:
“Ooh, don’t worry, I have ChatGPT (and Claude, and DeepSeek) to write the texts.”
Really?
AI cannot replace your brain and creativity. It can enhance and augment it for you, but you are the one who should guide it and be the driving force, the creative power behind AI efforts.
Even if you heavily use generative AI for your content, you still need to be able to give instructions and ask the right questions in order to get the desired results.
Whichever path you’ve taken – AI, no-AI – you will need to write for certain audiences and if you use some proven frameworks, you can make your life easier and/or help the AI to provide the perfect output with less revisions.
I have collected 35 copywriting frameworks. You can use them to structure your landing pages, make your LinkedIn posts catchier or convert the leads faster.
Bookmark this article as you are going to need it in the future, if. you write often. Yes, you will definitely need it.
Here are the top 35 copywriting frameworks which you can use right away:
PAS (Problem-Agitate-Solution)
Problem: Identify a pain point your audience faces.
Agitate: Amplify the problem emotionally.
Solution: Present your product or service as the answer.
Example:
Problem: “Struggling to stay organized?”
Agitate: “Missing deadlines and feeling overwhelmed?”
Understand: “We know how hard it is to find time for marketing.”
Educate: “Automation can save you 10+ hours a week.”
Stimulate: “Imagine what you could do with that extra time.”
Transition: “Start your free trial today!”
The Hook-Value-CTA Framework
Hook: Start with a bold, intriguing statement or question.
Value: Deliver a quick, actionable insight or benefit.
CTA: End with a clear call-to-action.
Example:
Hook: “Stop wasting time on ineffective workouts!”
Value: “This 20-minute routine burns more calories than an hour at the gym.”
CTA: “Click here to watch the video and try it now!”
The 4 P’s (Picture-Promise-Prove-Push)
Picture: Paint a vivid image of the desired outcome.
Promise: Make a bold promise or claim.
Prove: Provide evidence or social proof to back it up.
Push: Encourage immediate action.
Example:
Picture: “Imagine waking up to a perfectly clean home every day.”
Promise: “Our robot vacuum does all the work for you.”
Prove: “Rated 5 stars by 10,000+ happy customers.”
Push: “Order now and get 50% off!”
The 3 R’s (Relate-Reward-Response)
Relate: Connect with your audience by addressing their pain points or desires.
Reward: Highlight the benefit or transformation they’ll get.
Response: Include a clear call-to-action.
Example:
Relate: “Struggling to keep up with your inbox?”
Reward: “Our email tool helps you save 2 hours a day.”
Response: “Try it free for 7 days!”
The STAR Framework (Situation-Task-Action-Result)
Situation: Set the scene or context.
Task: Describe the challenge or goal.
Action: Explain what was done to solve it.
Result: Share the outcome or success.
Example:
Situation: “Running a small business is tough.”
Task: “You need to save time and money on marketing.”
Action: “Our tool automates your social media posts.”
Result: “Grow your audience 3x faster with half the effort!”
The 5 W’s and 1 H (Who-What-When-Where-Why-How)
Who: Identify your target audience.
What: Describe your product or service.
When: Highlight timing or urgency.
Where: Mention availability or location.
Why: Explain the benefits or purpose.
How: Show how it works or how to get it.
Example:
Who: “Busy moms…”
What: “Need a quick, healthy meal solution?”
When: “Available now…”
Where: “Delivered straight to your door.”
Why: “Save time and eat better.”
How: “Order in 2 minutes—start today!”
The “So What?” Framework
Start with a statement, then repeatedly ask “So what?” to dig deeper into the value or benefit.
Example:
“Our app tracks your daily habits.”
So what? “You’ll know exactly where your time goes.”
So what? “You can make better decisions and be more productive.”
So what? “You’ll achieve your goals faster and feel more in control.”
Final: “Download now and take charge of your day!”
The “What If” Framework
What If: Pose a hypothetical scenario that sparks curiosity or desire.
Then: Explain the transformation or solution.
Now: Call to action.
Example:
What If: “What if you could double your sales in 30 days?”
Then: “Our proven system helps you close deals faster.”
Now: “Book a free demo today!”
The “Problem-Solution-Benefit” Framework
Problem: State the issue your audience faces.
Solution: Introduce your product or service as the fix.
Benefit: Highlight the positive outcome they’ll experience.
Example:
Problem: “Struggling to get enough sleep?”
Solution: “Our sleep tracker helps you understand your patterns.”
Benefit: “Wake up refreshed and ready to conquer the day!”
The “Curiosity Gap” Framework
Tease: Start with an intriguing statement or question.
Gap: Create curiosity by withholding key information.
Resolve: Reveal the answer or solution, often with a CTA.
Example:
Tease: “This one habit can boost your productivity by 50%.”
Gap: “But most people don’t even know about it.”
Resolve: “Click here to learn the secret!”
The “Features to Benefits” Framework
Start with a feature of your product/service, then translate it into a tangible or emotional benefit.
Example:
Feature: “Our shoes are made with breathable fabric.”
Benefit: “Stay comfortable all day, no matter how much you’re on your feet.”
The “Hero’s Journey” Framework
Setup: Introduce the audience as the hero facing a challenge.
Conflict: Highlight the struggle or pain point.
Resolution: Present your product/service as the guide or solution.
Transformation: Show the positive outcome or transformation.
Example:
Setup: “You’re working hard but not seeing results.”
Conflict: “Frustrated by wasted time and effort?”
Resolution: “Our tool streamlines your workflow.”
Transformation: “Achieve your goals faster and stress-free!”
The “Rule of Three” Framework
Use three points to make your message memorable and engaging.
Example:
“Save time. Save money. Save your sanity. Try [Product] today!”
The “Empathy-Offer-Action” Framework
Empathy: Show you understand your audience’s pain.
Offer: Present your solution.
Action: End with a clear CTA.
Example:
Empathy: “We know how overwhelming meal planning can be.”
Offer: “Our app creates custom plans in minutes.”
Action: “Download now and eat stress-free!”
The “Contrast” Framework
Highlight the difference between the current situation and the desired outcome.
Example:
“Tired of clunky, outdated software? Switch to [Product]—sleek, fast, and easy to use.”
The “Testimonial-Driven” Framework
Use a customer’s story or quote to build trust and credibility.
Example:
“‘This app changed my life! I went from 0 to 10K followers in 3 months.’ — [Customer]. Ready to grow? Start your free trial today!”
The “Question-Answer” Framework
Pose a question your audience is asking, then provide the answer.
Example:
“How do you stay productive with a busy schedule? Our planner helps you focus on what matters most. Get yours now!”
The “Listicle” Framework
Use a numbered list to break down tips, benefits, or features.
Example:
“3 ways to boost your energy: 1) Drink more water. 2) Take short breaks. 3) Try our energy-boosting supplement. Shop now!”
The “Scarcity-Urgency” Framework
Create urgency by highlighting limited availability or time.
Example:
“Only 10 spots left! Join our exclusive workshop and transform your business today.”
The “Storytelling” Framework
Use a mini-story to engage your audience emotionally.
Example:
“Sarah was overwhelmed with work until she discovered [Product]. Now, she’s more productive than ever. Start your journey today!”
The “How-To” Framework
Teach your audience something valuable in a simple, actionable way.
Example:
“How to save $500 this month: 1) Cut unused subscriptions. 2) Cook at home. 3) Use our budgeting app. Download now!”
The “Shock and Awe” Framework
Start with a surprising statistic or fact to grab attention.
Example:
“Did you know 80% of people fail to achieve their goals? Our system ensures you’re in the 20% who succeed. Learn more!”
The “Feel-Felt-Found” Framework
Feel: Acknowledge how your audience feels.
Felt: Share how others felt the same way.
Found: Explain how they found relief with your solution.
Example:
“Feel overwhelmed by clutter? Others felt the same way—until they found our organizing system. Try it today!”
The “One-Liner Hook” Framework
Use a single, powerful sentence to grab attention and spark curiosity.
Example:
“This $10 tool saved me 10 hours a week. Want to know how?”
The “Comparison” Framework
Compare your product/service to a competitor or the status quo.
Example:
“Why spend hundreds of dollars on a gym membership when you can get the same results at home with our **20-dollar workout plan?”
The “Open Loop” Framework
Start a story or idea but leave it unresolved to keep the audience engaged.
Example:
“I almost quit my job last year… until I discovered this one strategy. Want to know what it is?”
The “Social Proof” Framework
Highlight the popularity or success of your product/service.
Example:
“Join 50,000+ people who’ve transformed their lives with [Product]. Are you next?”
The “Reverse Psychology” Framework
Use a counterintuitive statement to pique curiosity.
Example:
“Stop trying to save money. Here’s how to make more instead.”
The “Metaphor” Framework
Use a metaphor to make your message more relatable and memorable.
Example:
“Your brain is like a muscle—train it with our app and watch it grow!”
The “Step-by-Step” Framework
Break down a process into simple, actionable steps.
Example:
“3 steps to a better morning: 1) Wake up at the same time. 2) Drink water. 3) Use our guided meditation app. Start tomorrow!”
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You don’t need to use all of them but this swipe file will accelerate your writing process, will improve its persuasive power and will save you tons of time staring at the blinking cursor.
За много от нас, които изпращаме или получаваме търговски имейли, имейл маркетинг процесът изглежда прост и ясен:
Изпращаме имейл.
Получателят го получава.
Ако използваме същия подход, и изкачването на Еверест изглежда по същия начин:
Изкачваме върха.
Слизаме от върха.
Но, ако погледнем техническите детайли, нашето писмо може да разкаже съвсем различна история.
Пътешествието на електронното писмо
Всъщност, електронното писмо си пътува горе-долу необезпокоявано по жиците, кабелите и въздушното и безвъздушно пространство. Трудното идва, когато то застане пред портите на сървъра на получателя.
Сега това писмо трябва да проникне през няколко врати, стени, пречки и изпити, за да достигне до човека, на когото сте го изпратили.
Това е вторият “обръч”, през който трябва да премине писмото ви. Много често, имате възможност да направите съответните настройки, но при някои имейл маркетинг софтуери, тези настройки са ограничени. В противен случай, сървърът на получателя, няма да ви обърне особено внимание.
За да не отиде писмото ви в СПАМ папката, вие, като изпращач, трябва да имате добра репутация, която зависи от няколко важни фактора:
а/ Blacklist – сървърът на получателя проверява дали сте в някой от черните списъци.
б/ Volume/Rate – гледа се дали изпращате голям обем съобщения и също дали обемът внезапно нараства за кратък период от време.
в/ User Voting – сървърът “гледа” и как са гласували за вас получателите; класифицират ли ви като “спам”?
г/ Bounce Management – какво е нивото на невалидни или неотговарящи имейл адреси (bounces)?
д/ Behavior – как реагират получателите на писмата ви – отварят ли ги, подминават ли ги, трият ли ги и т.н.
4/ Съдържание
Чак сега, сървърът се заема да гледа какво сте написали в имейл бюлетина си. Важните моменти тук са:
а/ Изображения – колкото по-малко и “по-леки” изображения имате, толкова по-добре.
б/ Текст – съотношението между текста и изображенията трябва да е в полза на текста; използването на “спам” думи и фрази като “безплатно”, “оферта”, “купи сега”, а да не говорим за “виагра” и “форекс”, например, няма да повлияят добре.
в/ Структура – най-общо казано, имейлът ви трябва да е структуриран като “човешко” писмо или максимално близо до него. Знам, че електронен магазин не би могъл да си позволи такъв тип бюлетини, а и няма онлайн магазин, който праща текстови бюлетини, например, но аз и не съм и виждал e-commerce бизнес с твърде голям open rate, ако искаме да бъдем честни.
г/ Subject – както получателите, така и спам филтрите, получават информация за съдържанието на писмото ви, гледайки subject-а. Направете го привлекателен, но не така че да звучи като отчаян продавач на стари автомобили.
д/ Връзки – колкото повече връзки имате в писмото, толкова по-вероятно е да се приплъзнете към спам папката; анализирайте бюлетините си и премахнете всички дублирани връзки и всички излишни такива.
5/ Финалната права
Ако писмото ви успее да мине и тази цедка и стигне до входната врата на получателя ви (образно казано), все още има едно последно нещо – поведението и отношението на съответния получател.
Дори да сте изряден изпращач и да минете успешно всички стъпки на процеса, възможно е този коркретен получател често да е изтривал писмото ви и да го е рапортувал за спам. Тогава, именно при него (и може би не при всички останали) вашият имейл се попадне в спам папката.
С други думи, спам филтърът съобразява и индивидуалното поведение на конкретния потребител при разпределянето на пощата в неговата входяща кутия (или табове, в случая с Gmail).
А ако не влезете в в спам папката, все още има риск, този конкретен бюлетин да не се хареса на този конкретен получател и той да не го отвори или да го отвори и изтрие, или – още по-лошо – да го ядосате дотолкова, че да го рапортува като спам.
Добри и лоши новини
Ако вашето писмо оцелее по време на това пътешествие, то влиза в статистиките за open rate и click rate на вашия имейл маркетинг софтуер.
Предполагам, че вече не се учудвате, че доста по-малко от 100% от имейлите ви достигат до получателите. Това е лошата новина.
Добрата е, че има поредица от стъпки, и на всяка стъпка имаме преки или косвени стратеги и тактики, с помощта на които можем да се опитаме да повлияем и да подобрим резултатите.
Затова си позволих да направя кратко проучване за историята на имейл маркетинга. За първи път споделих това в курса в СофтУни и мисля, че ще ви е интересно да проследите еволюцията на имейл маркетинга.
Наистина, това е един стар метод, който вече удря “петдесетака”. Но не е “остарял”, защото непрекъснато се променя, адаптира и развива, както ще видите от неговата история.
Началото на имейл маркетинга
1971 – Изпратен е първият имейл
1978 – Изпратен е първият масов имейл
СПАМ мания
1991 – Раждането на Интернет
1992 – Появява се първият смартфон
1996 – Hotmail стартира първата уеб-базирана имейл услуга
2020 – COVID-19 – глобалната пандемия и преминаването към отдалечена работа, засилиха влиянието на всички онлайн комуникации и дейности, с което се повиши и значението на имейл комуникацията в частност.
Бъдещето
Разбира се, не сме ясновидци, но ето някои тенденции и “предсказания” за посоката, в която ще се развива имейл маркетингът през следващите години:
Автоматизация
Персонализация
Machine learning
Интерактивни имейли
User generated content
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През последните 50 години имейл маркетингът е претърпял множество метаморфози, запазвайки лидерските си позиции като маркетинг канал с най-висока възвращаемост на инвестицията и традиционно високи нива на конверсия и ефективност.
Бъдещето му е светло, но само ако НЕ сме останали с впечатлението, че имейл маркетингът се състои основно в “изпращане на съобщения до много абонати”.
Ако се абстрахираме от фишинга, скама и т.н., т.е. целенасочено злонамерени и измамнически имейли, остават ни непоисканите търговски съобщения, които най-често наричаме “СПАМ” в ежедневието си.
Защо продължават да съществуват те, след като всички ги мразят?
Според мен, търговският спам все още съществува, поради две основни причини:
Първа причина: Липса на човещина
Човещината е важно нещо, но още по-важно е в маркетинга. Какво искам да кажа? Собствениците на бизнес и маркетолозите, обикновено гледат основно цифрите, числата, данните. Ето какъв диалог тече в главите им (и пред бордовете на директорите и на оперативките):
Маркетолог: Open rate ни е 3% и достигаме до 5000 човека с всеки бюлетин. Ако продължаваме да изпращаме същите имейли и със същата честота, всичко ще започне да отива в спам папката.
Мениджър: Колко продажби правим от един бюлетин?
Маркетолог: Около 30 поръчки с AOV 200 лв, т.е. около 6 000 лв.
Мениджър: По колко бюлетина изпращаме на месец?
Маркетолог: По два на седмица, т.е. 8 на месец.
Мениджър: Значи, приходът ни от имейл канала е 8 х 6 000 = 48 000 лв на месец?
Маркетолог: Да, но…
Мениджър: Започнете да изпращате по 4 бюлетина на седмица. Така ще удвоим прихода. Нека таргетът за следващия месец да е 100 000 лв от имейл канала.
Маркетолог: Но имейл маркетингът не работи така! Ако го направим, ще затънем, а и зависимостта не е линейна.
Мениджър: Не знам дали ме разбра правилно – “за-поч-нете да из-пра-ща-те по 4 бюлетина на сед-ми-ца”.
Какво се случва тук? Гледаме само данните, процентите и често забравяме, че зад тях стоят реални хора. А тези хора не са числа. Всеки един от тях може да има влияние върху хиляди други.
Извод: Ако мислим повече за хората, т.е. ако проявим човещина, така да се каже, цифрите сами ще се наредят.
Втора причина: Липса на търпение
Другата причина е свързана с факта, че хубавите неща стават бавно. Ако разгледаме друга версия на горния диалог, но приемем, че мениджърът се е наспал, изпил си е кафето и не са му се карали отгоре, ето какво би се получило:
Маркетолог: Open rate ни е 3% и достигаме до 5000 човека с всеки бюлетин. Ако продължаваме да изпращаме същите имейли и със същата честота, всичко ще започне да отива в спам папката.
Мениджър: Какво предлагаш да направим?
Маркетолог: Трябва да подготвим специален процес, при който предоставяме стойност на абонатите и те се записват заради съдържанието, а не просто се регистрират в сайта, за да пазаруват. Така ще имаме тяхното разрешение и очакване да получават промоционални и информационни имейли от нас. Те ще искат да ги получават, повече хора ще ги отварят и повече хора ще действат. Така ще имаме и повече поръчки и дългосрочен растеж.
Мениджър: Колко време ще отнеме и трябва ли ни бюджет?
Маркетолог: Трябва да го имаме като постоянен процес. Ще можем да правим по около 2 000 качествени лийда на месец, като очаквам цената да е около 2 лв на лийд. Тоест, бюджет около 4 000 лв на месец за около година.
Мениджър: Мооооля? 48 000 лв разход на година, за да се записват хората?
Маркетолог: Да, това е реалността…
Мениджър: Забрави. Започнете да изпращате по 4 бюлетина на седмица. По-добре птиче в ръката, отколкото заек в гората.
Има шанс този диалог да се подобри. Ако маркетологът отговори така, може би нещо ще просветне на мениджъра:
Маркетолог: Това не е разход, а инвестиция. Потенциалът е натрупаните абонати да ни носят около 7 000 поръчки на година, което е около 1 400 000 лв оборот. Това е около 116 000 лв на месец и е 2.5 пъти повече от това, което имей маркетингът изкарва в момента.
Мениджър: Аааа, така кажи, бе! Действаме.
Едва ли диалогът ще протече толкова гладко, но се надяваме, че ще е в позитивна посока.
Извод: Ако търсим бързи и лесни резултати, винаги има начин, но те обикновено не са дълготрайни и обикновено рушат бранда/репутацията ни.
