Are you depending on Google to keep sending you traffic? What if you stop ranking so well? Or your site gets a penalty? Maybe you are paying for traffic over and over. Why would you want to do that? You could be capturing each visitor to your list and keeping them there. That is what auto-responders do.
By offering a series of useful email messages to your visitors you can get them to give you their email address and keep them coming back. The best way to grow your list is to offer something of value. At one time most people used eBooks. The problem with that is the high percentage of subscribers who download what you offer and then immediately unsubscribe. If you send the same information as an autoresponder series, your subscribers have to stay on your list.
This works – but many are not doing this as well as they could. Think about the emails you receive. Personally, I read the short ones as soon as I open them. But the long ones I often save for “later” – but that “later” never comes. I bet many other people do that, too.
Goal: Get Your Emails Opened
The goal is to get your emails opened. By sending really short emails your subscribers will be more likely to open them. They may not do this consciously, but subconsciously they’ll associate your emails with “short and painless”. That is what you want. Their goal is to get information in easily digested bites.
Your goal is to keep them opening or at least wanting to receive your emails so when they are ready to buy what you offer they remember you. Search traffic converts because people use it when they’re ready to buy. If they remember you they won’t need to search – they can just click on your link in your emails.
Remember to ALWAYS include a link back to your site!
Simplify the Process
What is easy gets done more often. The best way to create your autoresponder series is to use a template you can edit each time. That way your header, logo, slogan, social sharing buttons, and links to your social networking accounts are already in place. You just edit the text.
Email solutions providers are making templates easier to use. There is a video about autoresponders that explains the many features that are now built into templates. If you make your messages flow in a sequence, your subscribers will be more likely to be happy to receive them. Here’s also a quick and sweet intro to autoresponders by ProBlogger.
One way to do that is to write a how-to and then break it up into small sections. Or you can make a list of priorities in order and write each one separately. Do whatever works best for you. Remember to always focus on what your potential buyers want – NOT what you want.
Give your subscribers what they want to receive and you can keep them on your list reminding them to choose your company. Over time you build trust that increases conversions. Do this consistently and your profits will grow.
Studies continue to show increases in the percentage of email being opened on smartphones. Make sure you have updated all your email templates and landing pages to work on mobile devices.
Do not assume they work. You need to actually test them on as many devices as possible. Verify that the header, images, and videos resize correctly. If they don’t you will need to update your site with new code, a new theme, or plugins.
Click on the social media accounts and verify they take your readers to each specific social account. Test every social sharing button – or at least the major platforms – and ensure that it works as expected. Configure shared tweets to include your Twitter username and make sure images share properly on Facebook, Pinterest, and LinkedIn.
Repeat Visitors Are More Likely to Buy
Building your list, setting up autoresponders, and creating actual relationships with your visitors can turn missed opportunities into leads and sales. You must keep them coming back to buy.
There are a number of factors that are important to consider when trying to solidify your branding recognition and overall PR. But when it comes to your presence on the internet, nothing is quite as important as managing your online reputation. It is more crucial than visibility, social media engagement, or even online sales.
Your image online and how people perceive and so speak about your brand can make or break your brand. If you have a positive online reputation, you will find things like social media campaigning, direct B2C advertising and even overall visibility to be significantly more positive.
How You Maintain Your Online Reputation
A number of avenues exist for managing your reputation on the web. For the most part, the process is straight forward. You can have an active reputation management campaign running within a few hours. A few easy methods include:
- Use a wide variety of tracking tools. The most basic you should be using is Google Alerts. You can sign up to have reports regularly sent to your email every time your brand is mentioned. Other helpful trackers include Brandseye, Rankur, and SocialMention.
- Have a dedicated social media team. If you have an established business, you want to keep up with social media as much as possible. Not just to post regular updates, but to monitor what people are saying about you. If there is a problem you will want to have it taken care of as quickly as possible. But you want to react to praise, as well. If you don’t have employees you can put on this, you might want to hire a freelancer or two that can take care of your profiles.
- Buy your domain name (and similar domains). It is worth it to buy up your closest domain matches to your brand. This is important for reputation management because others can use a similar domain for unsavory things. Even if they use it for legitimate business reasons, you will not have any control over the actions of their company, and it takes away from visibility for your real brand.
- Start better targeting your social media interactions. Not all social media platforms are going to be the right ones for you. Track your data and how much use you have gotten from each. Then narrow down a more specific strategy for not just monitoring, but also find tuning your online presence. Your main beats to choose from will be Twitter, Facebook, YouTube, LinkedIn, Pinterest, Google+ and Instagram. Each provides something different, and knowing which work best for you will help solidify a more impressive strategy.
- Start working that PR. Is there an event going on in your industry that is taking sponsors? A charity that you especially believe in? A scholarship program your community is taking donations for? These are all opportunities. The adage that all publicity is good publicity isn’t true on the web. You want to seek out chances for good PR that you can share socially.
Taking It To a Higher Level (Tools!)
The above tactics are the more basic methods that should start you off. But once you get those underway, you should be turning to more advanced tools and tips for your online reputation management.
- Website security verification is something to start with. It’s not a one-time task, since you need to keep an eye on user security ratings as well.
- Make sure your brand is registered as trusted. People should be able to check you out quickly, and know you are trustworthy and legitimate. There are lots of sites that provide that service (example). A database like LicenseDirect will let you register your company, so people can search out details like verifying credentials, seeing that your professionals are properly licensed, and see a full profile for you or your company that is more official than LinkedIn.
- Social media verification is another step towards higher-quality trust signals.
Do you have any tips for managing your online reputation? Let us know in the comments.
Featured image: approved
Both Google and Bing have autosuggest, and it is a feature I think we tend to take for granted now. I know that I even cater my search terms when using either engine based on what comes up as a suggestion. It feels completely natural to do so, even though it is a relatively new feature. I barely remember a few years ago when you have to do the search and rely on a possible correction just in case you got it wrong. Continue reading