If you’re reading this article, odds are you wish there was more time in the day for online marketing. Well, the good news is that if you’ve spent any time in the past developing any type of content, what you are about to read will be either an incredible reminder or complete game changer in that respect. Either way, following these 3 simple but often overlooked tips will free up room in the schedule to work on other things…the things you just can’t seem to get to right now. Furthermore, I also believe strongly that you’ll see increased results by following this advice.
1. Resend Your Best Emails
Stop trying to think of your next email marketing campaign. Instead, take the time to look back through past email sends. The past few months, the past few years. How many of the emails you sent were unopened? I am willing to bet it’s a significant number. Now do this – export the list of your unopened emails for one of your best emails into a new group. Now, rework that subject line a bit and resend the email. Odds are you’re going to see results very similar to the first time you sent the message.
Remember, we’re all busy and someone who might very well be a great prospect could have been having one of those days where they just needed to hit “delete.” Now, you’ve got a second chance to reach that person with one of your most effective messages. If the first time you sent the email it resulted in 15 sales or 10 leads, odds are it’s going to produce similar results the second time around.
Yes, this does somewhat depend upon the size and quality of your email list. But even a list of a couple thousand emails deserves to be cultivated better than just one send of each message. Large, valuable rocks should not be left unturned and giving your best emails a second chance is worth it.
Key Takeaway – Instead of spending hours creating a new design, coming up with the perfect copy and developing a new landing page – go back to your best email from the past (the one with that generated the most leads or had the highest click thru rates) and resend it to the people who missed it the first time.
2. Repurpose Your Best Content
Content marketers spend hours and hours creating great content. Whether it’s a blog post, infographic, or even a podcast, serious effort goes into producing great stuff. Yet all too often, I see even seasoned marketers make the mistake of letting this incredibly rich content die a week or two after it was originally published. This is truly a shame and something that can be easily corrected.
Start by looking through analytics for the past year. I am willing to bet that some of the top pieces of content are several months old. This means that a brand new visitor to your site could miss your best stuff. It’s time to change that. Turn that how to post with thousands of views into a quick video. Create a whitepaper with that post from 7 months ago showcasing your top industry tips and tricks. It’s never too late to breathe some life into these posts and you’ll be surprised at how they might just take off again.
Key Takeaway – See my post on evergreen content and shelf-life content. Remember, seasons come and go. A video or blog post that was a huge hit last winter can be equally as effective this year. Even if some updates are needed, that can save hours compared to creating something from scratch.
3. Repost Your Social Updates
I’ve got news for you. Unless you are paying to play on social media, the majority of your fans and followers are probably not seeing your updates. Does this mean you should give up? Actually, quite the opposite. What it does mean is that it’s time to rethink and repost your social updates. Just because a certain update posted at 8:00 AM only reached 132 people doesn’t mean that same updated posted 1 week later at 7:30 PM can’t reach 2,000 people.
If time has been spent to build a good following and time has been spent to create great content, don’t let that time be wasted by only pushing out one tweet or one Facebook update then trying to determine its success. Instead of trying to come up with the next update – try different times, different days of the week or a different image. All of these things can make a huge difference and so often I see small companies get discouraged when it comes to social media marketing because a certain message didn’t take off they way the though it might after being posted only one time.
Key Takeaway – Social media is such a moving target. Perfectly crafted tweets (hey, we all know it’s hard to fit everything in 140 characters or less) and Facebook posts with just the right image shouldn’t go to waste. Check out this new app called Edgar. It allows you to categorize your social media updates and put them on a schedule so it’s easy to find the best time and day to post.
What is Smart Marketing?
Smart marketing isn’t coming up with the next great idea. Smart marketing is taking a good idea and making it better. These tips are meant to be helpful reminders that serious time can be saved when we slow down, take a look at some of the good things we’ve already done and do them again, only better the next time around.
Ready to talk about your strategic marketing plan? Get in touch with me here!