Tags: podcast

Growing a List: Print Ads

Growing a List: Print Ads

Clueless Email Marketer?! • November 9, 2018

It\'s important to remember every possible touch point when looking to grow your email list. You might not think of print ads as an opportunity to do that, but you\'d be incorrect. With QR codes, SMS or simply putting a URL, you can grow your list with this offline opportunity. 00:23 Andy Shore: Welcome back, everybody. We are continuing our conversation on growing your list and today, it might sound like an archaic way of doing it, but good old-fashioned print ads are a good place to grow your list. Why is that? 00:38 Daniel Miller: Well, as we\'ve been saying throughout the beginning of these series, you wanna be in multiple channels at once, don\'t ever rely on just one channel for your marketing. And at the same time, when it comes down to it, the digital space can be just as congested as any other space, so try to switch it up a bit. When it comes down to print ads, we\'re gonna talk today about a lot of different ways that you can have signup forms, or I guess, an entry point to a signup form on a print ad, and it\'s something that you\'ll be able to use in all of the different methods that we talked earlier, go to trade shows and stuff like that. 01:16 AS: Yeah, it\'s just all about turning all those offline opportunities into digital conversations, because that\'s the way people communicate nowadays. Whether... 01:24 DM: Exactly. 01:25 AS: Grandpa likes it or not, that\'s how it\'s happening. And so we\'re just trying to cover all those possible customer touch points, even the ones that aren\'t necessarily online, where you can turn to to grow your list. So how do you do that when you have a print ad? 01:39 DM: Well, one of the most common ways in this day and age are QR codes. I know they look ugly, I know, trust me. There\'s some companies out there that kinda allow you to play with the QR code, that you can add an image to it, or your logo, or something else, but the real benefit of it is the potential that it has, the speed that it has as well. As we said in one of our earlier episodes, if you have a restaurant, you may wanna put those little flyers on each page with a small, little QR code that somebody could scan and go right there and sign up to your email list. We\'re gonna mention also, you can put a URL, but the problem with the URL is it tends to be long, people can do a typo, they get frustrated, it may not work as well. A QR code, they just have to point their camera to it, and I think every single phone now has a very easy way to access QR codes. The iPhone finally added it to their camera, to where now you just pull out your camera, you point it at the QR code and it will automatically detect that and go straight to that website. So again, it\'s probably one of the easiest ways to have the QR codes. 02:46 AS: Yeah, and that\'s a good point, on highlighting the advantage of that over the good old-fashioned URL. But that other way is, I\'m sure you\'ve seen it a million times is, \"Text subscribe to 4755,\" or something like that, and doing it through SMS also helps avoid those typo issues or the remembering issues, \'cause they can hop on their phone that\'s probably already in their hand, if we\'re being honest, and subscribe to your list quickly and easily, whether that\'s on signage somewhere, in a print ad on a table, in a magazine, in the newspaper, flyers you\'re handing out at events, any of those things that, later, they can... When they pick it out to look at it, they can subscribe very easily. So where should you look for those opportunities like we\'re talking about? 03:29 DM: Magazines on tables, flyers. If you\'re at a trade show and you have pull up banners, you can put it there. If you have a brick and mortar store, little stickers on the window, \'cause don\'t forget, when your store is closed, people may still pass by your store, and it\'s closed now, but if there\'s something that they can get more information from, they\'ll probably scan that and wanna sign up. As a matter of fact, I once saw somebody with a truck. It was a construction thing, I think he was a contractor, and he had a giant QR code on the side of his car, it was just for that, \'cause wherever he parks his contracting car, if somebody wants to learn more about his services and prices and so forth, all they gotta do is scan that code and they\'re in. It really makes it that easy. 04:13 AS: Yeah, and Daniel mentioned those stickers and that reminded me, how many places do you go where you see that sticker out front, find us on Yelp? Or something like that? But that\'s them going to Yelp, but why not bring them to your newsletter or your website with that QR code, where you\'re controlling that conversation rather than it happening in a third party site like Yelp? I think that sticker is a really good point, and like we mentioned before, you\'re doing direct mail ads, flyers, if you\'re giving handouts, or you have one sheets that are good information on your business, throw that QR code or URL for signup, or SMS, so that they can get those follow-ups with you. And I think that\'s it. 04:54 DM: Yeah, I think that\'s it. I hope you guys enjoyed our series of growing list and... Yeah. 05:00 AS: Yeah, to really put a button on growing the list, we\'re gonna make all our interns listen to these first nine episodes, and then they\'re gonna get to ask us questions, because when it comes to email marketing, they\'re still the most clueless ones in the office. I hope you guys hear that. So they\'re all gonna be a little less clueless after listening to this, but we\'re gonna give them a chance to ask us questions and see if we missed anything or left any gaps there. So tune in next time, we appreciate you all listening, we\'re gonna keep going and continue beyond growing your list into all the different timing aspects of growing your list, not just the places you need to be to do it. Thanks for listening, we\'ll catch you next time, bye.


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Growing a List: Events

Growing a List: Events

Clueless Email Marketer?! • November 9, 2018

This episode continues our conversation on the off-line options for growing your email list with a look at events. Business events and expos give us an opportunity to interact with all sorts of current and potential customers. Use that to build your list. 00:22 Andy Shore: Welcome back everybody, thanks for tuning in. We are continuing our conversation on growing your list, and today\'s topic is events. Daniel and I have gone to small business expos and other events all across this country. We love doing it, we love meeting people, and the conversation can\'t end there at the events. Right, Daniel? 00:43 Daniel Miller: Most definitely. When you\'re at an event, at an expo, at a trade show, at a networking event, whatever that is, your conversations are minimal. You\'re pretty much going right to the point. You get to know each other, meaning your name, your business, the position in the company, how can we help each other, and you immediately say, \"Hey, I do this, you do that. Let\'s exchange business cards and follow up.\" That\'s as far as you really go. Why? Because you don\'t have time to really spend 30 minutes, 45 minutes with each person there. You\'re at a trade show, at a networking event to speed-date throughout, and then do the follow-ups later on. 01:18 DM: So the first main important reason as to why you wanna collect emails, and don\'t just collect the business cards and just add them to your email list, make sure that you ask for permission, whether it\'s right there at the time, saying, \"Hey, do you mind if I add you to my email list?\" You make a little note on the card, or you take all of your business cards from the show and you can put them in and send a one-time email to ask for that permission at that time. But again, the most important reason is to do that follow-up post-event \'cause you just don\'t have time to talk about everything at the event. 01:48 AS: Yeah, and some people are gonna be there just to grab the swag at your table. But they may need what you\'re offering, and so if you get them to sign up and say, \"Hey, we\'re offering a one-time special for all event attendees, that we wanna thank you for stopping by the booth. We\'re gonna follow up and send you that offer,\" that\'s how you\'re gonna get those people that maybe just wanted a free pen or something else that may actually turn into a customer \'cause you were able to capture that email and follow up with them afterward. 02:17 DM: And as a quick bonus one, one of the things that you may do, if you go to events often and you start creating a list of people that you meet at events, they\'re probably gonna be interested about these other events that you go to. So communicating to them regularly, saying, \"Hey, guys, I met you at this event. I\'m gonna be going to this other one. Come join me. It\'s a very similar one, I think you would like it,\" you\'re gonna start creating a different type of engagement to where you\'re no longer just selling yourself, you\'re selling that you are somebody to trust and you are somebody of value because every email you send has value, whether it\'s about your product or something that can benefit that subscriber that you have. 02:54 AS: Definitely. And now that we talked about the why, let\'s get into the how. And if you listen to our in-store episode, you\'ll know that we recommended signage in the store that has either a QR code or a way to contact you via SMS or a URL to go to. But in your booth, you\'ve got signage, you\'ve got banners, you\'ve got the tablecloth. Whatever it is in your booth, there are ample opportunities to let people know that they can sign up for your list. 03:19 DM: Most definitely. I think it\'s one of the most common things. \"Put your business card in here they\'ll win the prize at the end of the day.\" A free tablet or $1000 or whatever that is. A bonus thing for that one, try to think to yourself how much time and how much it costs you to obtain that lead. Think of how many people are gonna go to that event and try to guesstimate how many leads you\'re gonna be able to obtain from the event. That\'s how you can try to quantify how much money to spend on that grand prize. So, having it to where people can just easily pass by. Again, we\'re talking about an event, a trade show, to where if you have a booth, people are just gonna be passing by. You\'re gonna get a lot of looky-loos, those people that are just trying to find the free pens and the free toys for their kids that they\'re looking for, right? 04:09 AS: Or their dogs. 04:10 DM: Exactly. Don\'t discard those people, and make sure that you have a way to obtain their information that follow-up with them through email, to then maybe try to nurture that lead. And a lead that you thought was just passing by trying to get the free stuff may turn into a really good customer. 04:25 AS: Definitely. And it\'s always a good idea that you either maybe have a couple laptops or a desktop or even some tablets that you have there available that you can hand to someone to sign up, that lets you get on to that next person and talk to you while that other person is completing the sign-up process, to where you can really maximize your time there at your booth. And last but not least, I know it\'s gonna sound crazy, but good old-fashioned pen and paper. 04:49 DM: Pen and paper sometimes work the best because it also depends on your audience. A lot of times at events, the Internet works really slow. The WiFi, there are so many people at once that it\'s hard to push that through, and you wanna make sure that you don\'t lose any leads whatsoever. So a lot of times with pen and paper is the good old-fashioned way. It works. Be sure to leave a lot of space when you\'re allowing somebody to fill that out. Don\'t put too many fields. If you can, just put their email. The other information, you could possibly gather later on as you follow up with them, but keep it simple and give them enough space so they don\'t have to cram their writing in. 05:28 AS: Yeah. Don\'t forget, you\'re gonna have to read it all and type it in later. So don\'t pick thinly-lined paper. Those thick lines, to where they have all the space in the world. Remind them to write neatly so you can follow up with them, and that\'s how you\'re gonna keep in touch with your event attendees. 05:45 DM: Quick pro tip: If you\'re using Evernote Pro, you can actually take a picture of your sheet, and it will automatically detect the text for you and put it in a digital version. So, there you go. 05:57 AS: Oh, that is a good tip. Thanks, everyone, for listening. We\'ll catch you next time, where we wrap up our conversation with the last recommendation of places where you should look to to grow your list. Thanks. 06:08 DM: See you next time.


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Illustrating the Career of His Dreams with Armando Veve

Illustrating the Career of His Dreams with Armando Veve

Beyond • October 5, 2018

You don\'t wind up on Forbes 30 Under 30 list by accident. It takes hard work, determination and talent. All three of which Armando Veve has in spades. Armando is a Philadelphia-based artist and illustrator. His work has been featured in the New York Times, The New Yorker, Wired and many more publications. He\'s also been awarded two gold medals from the Society of Illustrators, which is extra special given that it\'s voted on by his peers. It involves a lot of storytelling. It\'s kind of like I\'m writing. I\'m a writer, but I do it through pictures. We discussed how Armando got his start as an Illustrator, some projects he\'s had along the way and advice he has for wannabe illustrators. We also talked about the opportunities he has for his work to come off the page and into art galleries, which creates a new experience for the viewer. Lastly, Aramando clues us in as to what his future might hold. 2:37 - On what it means to be an illustrator 5:16 - Talking about beginning his career as an illustrator 13:24 - The purpose that print publications still serve 21:30 - When he knew his passion was a viable career option and advice for others looking to do it 27:10 - The New York Times cover story he said no to


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8/24/18: Weekly Clues for the Clueless Email Marketer Digest

8/24/18: Weekly Clues for the Clueless Email Marketer Digest

Beyond • August 24, 2018

Hey everybody! Sorry I missed last week\'s digest. To be fair, it was in the name of love. We kept the episodes rolling every weekday, while I was in Chicago for a couple of weddings. The good news is, my best man speech went well ... and we\'re back with the blog digest of our most recent episodes of the Clues for the Clueless Email Marketer podcast (my employers may question the order I placed those in). Growing a List: Location Location! Location! Location! We talked about the importance of timing last episode, but one factor in that timing is where on the page a signup form is located. Do you want your form above-the-fold, in the sidebar or the footer? Listen to find out. Growing a List: Popup vs. Standard Embed Signup Forms In this episode, we talk about the times you\'ll want to use a popup signup form or a standard embeddable one. We discuss the advantages and disadvantages of each. Learn when to employ each of them to grow your list. Growing a List: Exit-Intent Signup Forms If a visitor leaves your website without subscribing to your list, they may be gone for good. Don\'t let that happen! Catch them on their way out the door with an exit-intent signup form. Learn how in this episode. Growing a List: Freebies, Discounts & Special Offers Last episode we talked about the exit-intent signup form. There are a few different approaches you can take with that strategy. This episode discusses using them to offer freebies, discounts and special offers. Growing a List: Shopping Cart We continue talking about the different types of exit-intent pop-up forms by discussing the shopping cart. If someone places an item in your eCommerce shopping cart but doesn\'t make a purchase, you can catch them on the way out with a popup signup form. Then you can follow-up afterward to convince them to complete their purchase. Growing a List: Related Products Sometimes, consumers don\'t know what they don\'t know. They may have come to your site without knowing what they should be looking for, found something similar, but not exactly what they wanted. So, they give up and click to exit your site. Enter the Related Products Exit-Intent Popup Signup Form. Growing a List: Feedback The last of the exit-intent popup signup forms that we discuss is one for receiving feedback. If you ask a site visitor for feedback on their experience on your website, you may find out why they didn\'t decide to make a purchase. It will make your customers feel valued as well. Writing Compelling Copy to Grow a List: Voice In addition to touch points and timing, the words you put on your signup form matter when it comes to growing your list. Part of that is the tone or personality that your words carry. That\'s what is called the \"voice\" of your copy.


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Man’s Best Friend’s Best Friend: Yo! Dog Walker’s Bob Morris

Man’s Best Friend’s Best Friend: Yo! Dog Walker’s Bob Morris

Beyond • August 17, 2018

Imagine coming home from a long day of work to find your dog excited to see you and well rested from a fun adventure with the dog walker … and the dishes piled up in your sink have been cleaned. Bob Morris, founder of Yo! Dog Walker doesn’t do that because he was asked. He does it because he cares and feels like it’s the right thing to do. Coming off a decade of touring around the country and across the globe with his band The Hush Sound, Morris found himself looking for a new adventure. What started as the realization that he could make some extra cash walking a neighbor’s dog along with his own has turned into a thriving business. He hired his friends that were also in and around the music industry to help them get some much-needed income in between gigs. Their creativity put to use in the fun updates they send their clients on walks or overnight stays. I don’t have kids yet, but I have a hard enough time leaving my dog even for a few days. The “pupdates” I receive brighten my day whether I’m out of town or just working a longer-than-usual day. You have to find the things about what you’re passionate about [within the business]. If you work hard and do the thing you don’t want to do for a little while, you can find people to do the parts of your business that are unappealing to you for the right price. 2:45 - Where the idea to start a dog walking business began 14:14 - On learning the business side of things 18:20 - Standing out in a crowded industry 25:50 - Understanding scalability and limits


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