What is a “custom audience”? It’s advertising to people who are already familiar to you.
In other words, a custom audience is made up of a list of email addresses, or phone numbers, or physical addresses, etc.
Facebook first tested a custom audience product back in 2013. Recently, it’s been opened to the general public.
The way the Facebook custom audience advertising works is you give Facebook a list of your contacts, and then instead of advertising banner ads to random people on Facebook, your banner ads will instead be advertised only to people on your contact list.
Currently Google and Bing are experimenting on a similar product where your search engine ad is only seen by people on your contact list.
So obviously a lot of people in the marketing industry are excited by this.
It’s no secret that one of the reasons email marketing can be the most effective marketing technique in 2015 is because advertising is always more effective when your audience knows who you are.
For those thinking that you don’t want to stalk your customers by doing email marketing with them, advertising to them on Google, Facebook and everywhere, there’s a way to tone down the stalking ; )
With almost every custom audience product, there is something called a “cap frequency” that limits how many times a day each person sees your ad. So you can limit each place you advertise to people only seeing your ad once a day to blend in with the other ads.
Collecting and organizing customers contact info has never been more important!
Some small business owners make a decision to do email marketing themselves.
They figure, I have the email addresses. I can type up an email. Maybe include a couple graphics. Why would I pay someone else to help me do this?
I would bet that a majority of people that do this are unaware of the main obstacle to this task which is known as deliverability. Meaning the challenge of email marketing is getting your email to land in someone’s inbox instead of their spam box.
Each IP, the industry abbreviation for internet provider, requires email marketers to follow the rules in the CAN-SPAM Act from 2003 on what you can and can’t do in your emails.
So chances are, if you’ve been doing email marketing yourself and weren’t aware of these rules, there’s a pretty good chance a large majority of people you’re trying to send email to, are not receiving the emails because they’re going to spam.
Even worse, repeat offenders can sometimes be blacklisted from sending email. In other words, if you become a repeat offender with AOL, AOL might choose to blacklist not only from sending email blasts to anyone with a “@aol.com” email address. They might blacklist you altogether from sending individual emails to email@example.com.
I strongly recommend to small business owners that are serious about their email marketing tactics being successful, to work with professionals that know how to get emails to people’s inboxes. Which, of course, is something we at Customwave can help you with ; )Read More
From time to time people ask me what’s the biggest problem in internet marketing today in 2014. My response is that our client’s customers are broke and don’t have money.
Now, it’s not like this in every industry. Business executives still need airport transportation. People still need important packages delivered ASAP. But other industries like home remodeling, sign makers and even lawyers are struggling.
Specifically, the two problems is that some businesses are in the “WANT” business. Where customers want your service, but dont “NEED” your service. Someone might really want to remodel their kitchen, but they don’t have the money right now and have other, higher priorities. For lawyers and other businesses that charge a lot for their products or services, the problem is that the cost is too high.
It’s important to keep the clients customers in mind when figuring out the marketing strategy.
For instance, if I’m talking to a client in the “WANT business” that has a marketing budget of say $500 a month, my advice on how best to spend the money will be using it to stay in touch with every person that visits the website.
Because if the money goes towards Google advertising, the Google ads will get people to the client’s website. It’ll get the client calls. But it won’t likely produce customers for the client with the customers likely not being ready for one reason or another.
So what do we do?
Start with remarketing. With remarketing, we have the ability to track and stay in touch with every single website visitor by serving them banner ads on different websites throughout the internet. For instance, have you ever gone on a website before and then later on, start seeing banner ads for that website all over the place? That’s what remarketing is.
So let’s say there’s 100 people going on your website each month. Every month that goes by, you’ll be tracking and serving banner ads to another 100 people each month. After 6 months, you’ll be advertising to 600 people that have been on your website before. After 1 year, you’ll be advertising to 1,200 people that have been on your website before. And so on.
The value in this is that sooner or later, your former website visitors will be ready to do business with someone. Might be 2 weeks. Or 2 months. Or 6 months. But a lot will be ready at some point. In the meantime, you’re advertising your brand everyday to them. Reminding them. Building top of the mind awareness. And then the day will come when that former website visitor clicks on the banner ad and likely not only calls you, but becomes your customer too.
What else can you do?
Email marketing. There are ways we can collect email addresses from some of the people that go to your website by offering them discounts or free amenities if they submit their email address. So sending out an email blast every couple weeks is another way to stay in touch with people until their ready.
Regular display banner ads on different websites throughout the internet is a low cost and effective way of getting lots of people to your website and also increasing brand awareness. This will help too.
And finally, having a good reputation is important too. Like if you go to Google and type in your company name, it’s important no bad reviews or customer complaints pop up. If potential customers find bad reviews about your company, this can cause potential customers decide to not do business with you.
But vice-versa, positive reviews for your company can help lead to someone to be more likely to become your customers.
One of the most important things to remember about reputation management is that there’s tons of review websites out there, but the only way someone will ever go on any of them is if they show up in Google if someone types in your company name. So the main thing is to make sure is to focus on the review websites in the first 5 pages of Google when you search your company name. And if you have the budget, make sure you have no bad reviews in Bing and Yahoo as well.Read More
GFI just put out an absolutely wonderful survey that asks people when they check their email!
The winner? Weekends at 81%!
You can check all all the stats of the survey here.
Why is this such a big deal? Because if you send out your email blast when people don’t typically read their email, it makes them less likely to read yours.
I’ve always suspected that the weekends were the best time to do email marketing selling Customwave Internet Marketing services, but now I have my proof!Read More