mt-magazine-issue-Feb18

7 SMART
WAYS TO
GROW YOUR
EMAIL
LIST
HOW TO
INCREASE
SALES ON A
SHOESTRING
BUDGET
HOW TO
GET MORE
CUSTOMER
REFERRALS
WHAT’S THE
DEFINITION
OF A GOOD
WEBSITE?
An Adodo Consultancy Services Limited Publication

Contents
7 Smart Ways to Grow Your
Email List 03
Email marketing is where it’s at. It
might not be the new, sparkly toy in
your marketing tool box, but email
dominates when it comes to ROI.
In fact, email marketing earns an
average of $40 for every $1 spent. Let’s face it, that’s the ROI that
marketing dreams are made of. Here’s the thing. Growing your list
doesn’t have to cost you a ton of money. We’ll reveal 7 smart ways
to attract new subscribers.
How to Get More Customer
Referrals
08
You want to attract more business. But
if you’re thinking that the best way
to get it is through paid advertising,
think again. The truth is that word of
mouth advertising is still worth its
weight in gold. Referrals from friends and colleagues carry even
more weight. In fact, they convert 30% more often than leads
that come from other sources so let’s talk about some simple
things you can do to get more customer referrals.
How to Increase Sales on a
Shoestring Budget
13
You’ve got to spend money to make
money. Right? Well… maybe. Many
of the tried and true marketing tricks
you read about do require a substantial
budget. But some don’t. It’s all
about getting creative and taking chances with your marketing
where it makes sense to do so. So, with that in mind, here are
some super-effective marketing tricks that can help you grow
your sales without blowing through your (small) budget.
What’s the Definition of a GOOD
Website?
18
Most businesses these days have a
website. But is that enough to make
your business a success? Is it enough
to help your business grow and thrive?
The problem is that a lot of entrepreneurs
and business owners don’t know what goes into creating
a good website – good. So, with that in mind, let’s take a few
minutes to define what makes a website good. Once you know,
you can create the kind of website that converts more visitors
and attracts new customers.
Welcome To MT
Thanks for checking out the latest
edition of MT, your online marketing
resource guide for local businesses.
Each month we will be covering topics
that resonate with local businesses
just like yours.
Our goal is simple. We want to
enable you to do big things online,
and it all starts by breaking down
the complexities of marketing your
business online.
It doesn’t matter if you are just starting
out, or an established business owner
in your local community, you can
always benefit from increasing your
brand’s visibility online.
To your Success,
Tim Glynn
CEO and head of fun
MT IS BROUGHT TO YOU BY
Adodo Consultancy Services, the leading
small business marketing service dedicated
to putting reputation marketing at the heart
of a local businesses marketing strategy. We
help small businesses connect with more
customers online.
If you want to build your business, you need
to market, it’s that simple. But you can lose
thousands of dollars if you don’t know what
you are doing. So we urge you to take action
with some of the strategies we recommend.
Feel free to reach out to us at any time.

7 SMART WAYS TO
GROW YOUR EMAIL LIST
Email marketing is where it’s at. It might not be the new, sparkly toy in your marketing tool box,
but email kills when it comes to ROI. In fact, email marketing earns an average of $40 for every
$1 spent.
Let’s face it, that’s the ROI that marketing dreams are made of. And it points to what amounts to
a missed opportunity for many businesses. If you’re not actively growing your email list, you’re
missing out on one of the best, most cost-effective ways to grow your business.
And here’s the thing. Growing your list doesn’t have to cost you a ton of money. Here are 7 smart
ways to attract new subscribers.

#1:
ADD A SIGN-UP BUTTON TO
YOUR FACEBOOK PAGE
Let’s start with an option that’s free and takes only
minutes to do. Facebook now allows businesses to
add a Call to Action button on their page. There are
six choices, but the one we’re focusing on today is
the “Sign Up” button.
The button shows up on the right-hand side of the
page just beneath your cover photo. Clicking it will
redirect visitors to a URL you provide. In this case, it
should be your opt-in page. That’s where you can
display information about your list and ask people to
fill out the opt-in form.
lines at the top to tell people why they
should subscribe to your list. For example,
saying “Sign up here to be the first
to know about our upcoming sales and
promotions,” people will understand
what they’re getting. Even better, they’ll
be eager to sign up.
An alternative, of course, is to have your
cashiers or other staff ask people for their
email addresses when they check out.
On a related note, you can run a Facebook ad with a
“Sign Up” button too, and it will do the same thing. If
you choose the ad, you’ll have to pay for it. But, it’s a
cost-effective way to attract new subscribers.
#2:
HAVE A PAPER SIGN-UP
SHEET AT YOUR BUSINESS
Our next trick is an old-school method to attract subscribers.
People who walk into your business may be
willing to take a minute to provide you with their
name and email address if you make it easy for them
to do. And what’s easier than a paper sign-up sheet?
If you choose this option, make sure to include a few

#3:
ALLOW PEOPLE TO SUBSCRIBE
VIA TEXT MESSAGE
One of the biggest obstacles businesses must overcome
when attracting subscribers is the inconvenience
factor. People don’t want to waste their time
filling out a lengthy or complicated form. So, why
not let them text to subscribe?
Some email marketing providers are now offering a
text to subscribe option. It allows mobile users to text
the word “subscribe” to them, and they’ll be added to
your email list. What we love about this method is
that it takes only seconds to do.
The great thing about this option is that you’ll probably
need to ask people for their email addresses
anyway. You may need it to send them tickets or updates
about the event. Simply adding a
checkbox to your event sign-up form
makes it a snap for attendees to opt-in to
your list at the same time.
The key here is to make sure you describe
your list briefly, so people know
what they’re signing up for. You want to
make it seem like a no-brainer for people
to tick that box.
This option works by creating a custom code for new
subscribers to use. To make it even easier, you can
display a sign in your store with the code so people
can see it and act on it immediately.
#4:
COLLECT EMAIL ADDRESSES WHEN
YOU’RE PLANNING AN EVENT
Do you host events for your business? Whether
you’re putting together a charity fundraiser or a
gala opening, you can use the opportunity to collect
email addresses and grow your list.

#5:
CREATE AN IRRESISTIBLE
LEAD MAGNET
The idea of creating a lead magnet isn’t new –
but if you aren’t doing it, it’s new to you. A lead
magnet, in case you don’t know, is a freebie you
give people to entice them to subscribe to your
list.
The key is to create a lead magnet that appeals
directly to your target audience. Then, you need
to sell it hard. Outline the primary benefits that
subscribers will get if they opt in. The more enticing
your lead magnet is, the more likely it is
that it will help you supersize your list.
One option that I really like is the scroll-triggered
form. Instead of putting your form above
the fold, as many marketing experts tell you to
do, show it to site visitors after they’ve had a
chance to read some of your fantastic content.
A form that shows up at the right time can catch
readers when they’re impressed with your expertise
and grateful for what they’ve learned by
reading your content. At that point, they’ll be
happy to give you’re their email address in return.
Keep in mind that a lead magnet doesn’t have
to be worth a lot to be worthwhile. A well-designed
tip sheet or template may be just the
thing to bring in a slew of new subscribers.
#6:
GET CREATIVE WITH YOUR
SIGN-UP FORM
You don’t necessarily need a dedicated opt-in page to get
people to subscribe to your list. Sometimes, it’s enough to create
the perfect opt-in form – and place it perfectly on your page.

#7:
USE GUEST WI-FI TO
COLLECT ADDRESSES
Do you allow guests to access your wi-fi? If so, adding a gateway to their access can make it easy
to collect email addresses.
Instead of just giving guests the password, add a field to the form and request their email address
as well. Even if you make the email field optional, most guests will be happy to provide their email
address to use your wi-fi.
USE GUEST WI-FI TO COLLECT ADDRESSES
Instead, use these seven smart and easy ways to attract new subscribers. Once they’re on your
list, you can wow them with a well-designed drip campaign that will convert them into paying
customers.

HOW TO GET MORE
CUSTOMER REFERRALS
You want more business. That’s a
no-brainer! But if you’re thinking that
the best way to get it is through paid
advertising, think again.
The truth is that even in this electronic
age, word of mouth advertising is
worth its weight in gold. That’s why
online reviews are important. 97% of all
consumers read online reviews prior
to patronizing a business – and most
often, they’re reviews from strangers.
Referrals from friends and colleagues
carry even more weight. In fact, they
convert 30% more often than leads
that come from other sources.
That’s why you need to set up a referral
program to encourage customers
to send their friends to you.
But wait… won’t happy customers
just refer their friends as a matter of
course?
Some might – but most won’t. You need
to ask. So, let’s talk about some simple
things you can do to get more customer
referrals.

Step #1: Identify Potential Referral Sources
Referrals can come from many places.
Before you decide on the parameters
of your new referral program, you’ll
need to think about who can provide
you with the kind of qualified leads you
want. Here’s a run-down of the most
likely sources:
1. Existing customers and clients are
a great source of referrals. They
know you and your products, and
that makes them uniquely qualified
to point likely customers your way.
2. Employees are another potential
referral source. Like your customers,
they know the company and what
it does. They can also provide
potential leads with detailed
information about the benefits of
working with you.
3. Vendors may be a source of
referral business. They know what
it’s like to work with you. Even if
their experience is with a different
side of the business than what
customers would see, they can
still talk about your products and
services knowledgeably.
4. Joint venture partners are another
potential source of referrals. These
arrangements may have a quid pro
quo element to them, but they can
be very effective.
5. Finally, don’t forget your friends
and family. Even if they’re not
customers, they can still point
people in your direction when the
opportunity arises.
The techniques you use to attract
more referral business are similar
regardless of the source you focus
on. Now, let’s talk about what to do to
attract referrals.

Ask for Referrals
The first and most obvious way to get
referrals is to ask for them. A lot of
businesses skip this step and they miss
out on valuable referrals as a result.
Are you wondering why you need to
ask? This statistic might explain it. A
study at Texas Tech University found
that 83% of consumers were willing to
refer acquaintances to a business after
a positive experience. But – and here’s
the corker – only 29% of them did!
Why the gap? It might have something
to do with not being asked.
There are lots of ways to ask for
referrals. Here are just a few:
»»
Send a follow-up email to customers
asking them to refer a
friend if they’re satisfied with their
experience.
»»
Hand out referral cards or business
cards to people who visit your
business.
»»
Attach a small supply of business
cards to outgoing correspondence
and stick a few business cards into
the brochures you give out, too.
»»
Touch base with your customers by
phone. After verifying that they’re
happy with your product or service,
ask if they know anybody else who
might be interested.
Sometimes the simplest solutions are
the best – so don’t forget to ask! And
don’t just ask your customers. Put
the word out to vendors, employees,
friends, and family members, too.

Pinpoint Companies Who Share Your Target Audience
One of the best ways to get referrals
is to start with your audience and
work from there. In other words –
when was the last time you identified
local businesses who target the same
consumers you do?
Let’s look at a sample audience to
illustrate the point: parents with young
children. Here are some businesses
targeting that audience that might
be able to refer customers to one
another:
»»
A children’s party planning service
»»
A martial arts school that offers
kids’ classes
»»
A toy store
»»
A kids’ book store
»»
A tutoring service
Those are just a few options, but you
can see how quickly an audiencebased
referral service could grow. Try
reaching out to other businesses with
the same audience as you and suggest
a mutual referral program.

Attract Referrals with Shareable Content
Whether you’re writing a blog post or
creating an infographic to share on
Pinterest, you should create content
with referrals in mind.
Think about it this way. When people
share your content, they’re also sharing
information about your company –
even if only indirectly. Any person who
sees your content might be a potential
customer.
Create content that provides clear value to
the people in your target audience – and
then encourage your existing audience
to share it. Again, asking is the key. Some
people might share your content, but
many will only do it if you ask them to.
Incentivize Referrals
In a perfect world, customers, friends,
and family would refer you out of the
goodness of their hearts. But… we don’t
live in a perfect world.
The solution is to give people a reason
to give you referrals, something that
goes beyond doing a good deed for
you or a friend. It’s perfectly acceptable,
and even desirable, to incentivize your
referral program.
Here’s an example. I knew a factoring
company that offered existing clients
one month of free factoring if they
referred a new client who signed up.
That was potentially a big incentive –
factoring isn’t cheap! But the owner of
that company got a lot of referrals from
clients as a result.
If you decide on this type of referral,
make sure to specify under what circumstances
you’ll pay out the incentive.
A small incentive, like a free basic
product or a coupon, might go to anyone
who offers you contact information,
whether the referral comes to fruition
or not. But, if you’re offering a big
prize, like a bonus or a free service, you
might want to require that the referral
turns into a customer before issuing
the prize.
REFERRALS ARE A GREAT WAY TO GROW YOUR BUSINESS…
And they can help you build up a lot of good will with the people around you.
Instead of hoping that people will refer new customers to you, go out and make it
happen. A coherent, consistent referral program will help you increase your profits.

HOW TO INCREASE SALES
ON A SHOESTRING BUDGET
You’ve got to spend money
to make money. Right?
Well… maybe. The truth is
that it it’s not that simple.
Many of the tried and true
marketing tricks you read
about do require a substantial
budget. But some don’t.
In fact, there are ways to
increase your sales even if
you’re running on a shoestring
budget.
It’s all about getting creative
and taking chances with
your marketing where it
makes sense to do so.
So, with that in mind, here
are some super-effective
marketing tricks that can
help you grow your sales
without blowing through
your (small) budget.

USE CUSTOMER FEEDBACK TO CREATE NEW PRODUCTS OR SERVICES
This first technique can be
free – or nearly free. Basically,
what you’re doing is talking
to your existing customers
to find out what else you can
do for them.
Let’s look at a simple example.
Say your company
creates and prints custom
business cards. By talking to
your clients about their other
printing needs, you may
be able to attract additional
business without spending
anything on advertising.
Instead of printing only business
cards, you might find an
opportunity to print letterhead
and envelopes, too.
That way, you increase the
lifetime value of a single
customer, and you can offer
your expanded services to
new customers, too.
CREATE A PROMOTION SCHEDULE
Do your existing customers
know when you’ll be running
a special? It might sound a bit
mundane to run promotions
on a schedule but doing so
gives your customers something
to look forward to. And,
it increases the likelihood
that they’ll buy from you regularly.
This technique is perfect for
building customer loyalty,
but it can also help you attract
new business.
When your existing clients
know that a promotion is
coming, they may be more
inclined to tell their friends
and colleagues about it.
This is another sales-growth
technique that can be carried
out for only a few dollars.
You’ll want to advertise your
promotion a bit.
But, once you’re on a schedule
– where, say, clients know
that you run a promotion
every other month – they’ll
start to expect it. That means
you won’t have to spend as
much to promote it!

CROSS-PROMOTE YOUR PRODUCTS WITH A PARTNER
Local businesses sometimes miss out on opportunities to
team up to generate sales. Simply by scanning the membership
list of your local Chamber of Commerce can provide
you with plenty of opportunities to cross-promote
your products or services.
For example, the owner of a catering company might pair
up with a florist or party rental company and offer a special
to attract new business. Planning an event can be
pricy, and you can attract new clients by giving them an
incentive to hire both companies to help them with their
event.
Another option might be partnering
with another business to create
a night out. The owner of a restaurant
might offer a free appetizer to
people who come in with a ticket
stub from the local movie theater.
Don’t be afraid to get creative. Doing
so can make your business the
destination of choice for local patrons.
REVAMP YOUR CONTENT TO FOCUS ON CUSTOMER BENEFITS
One of the biggest mistakes inexperienced marketers
make is focusing too much on their product’s features
and not enough on what the product can do for their
customers. Fortunately, this is something you can fix with
little to no money.
The first step is to audit your website’s content. If you
find that you’re not talking about how your products or
services can improve your target audience’s lives, revamp
revamp it so the focus is on them.
You know your product is awesome,
but you need to explain
how buying it will benefit your
customers.
After that, you can use the same
technique to rethink your social
media marketing strategy.

Focusing on benefits makes your content more shareable than it would be if you simply
touted your products. You’re likely to see a bigger return on your investment because
you’ll be enticing people to buy your product.
BUNDLE PRODUCTS AND SERVICES
Every consumer likes to feel
that they’ve gotten a bargain
when they buy something.
That’s true both in B2C and
B2B marketing – and you
can use it to your advantage.
There are two ways to approach
product bundling.
The first is to bundle a basic
product with some upgrades
and add-ons and
offer a price that’s slightly
lower than what it would
cost to buy everything separately.
The other option is to bundle
products that go together
in some way. A gift basket
is a good example, and businesses
use this technique
around the holidays. For
example, a Valentine’s Day
bundle might include perfume,
scented lotion, and a
candle.
INCREASE ENGAGEMENT ON SOCIAL MEDIA
Many companies make the
mistake of not trying to engage
their social media followers
when they promote
content. That’s a mistake –
and in a way, implementing
this technique can save you
money by increasing your
ROI on social media.
One simple technique is to
ask your audience a question.
Everything you post
should include a call to action.
When you ask a question,
you encourage your followers
to respond. The question
might be asking their opinion
about something you
post, or you might ask them
which question they’d most
like to have you answer in a
future post.
Either way, you’re not taking
your audience for granted.
Getting your social media to
engage with you by providing
valuable content triggers
the cognitive bias called
Reciprocity. That’s where
people feel obligated to return
the favor when you give
them something for free.

NURTURE YOUR LEADS
You probably already have an email list –
but are you using it well? A lot of businesses
aren’t -- and revamping your technique can
make a huge difference in your sales.
If you’re emailing subscribers rarely, you’re
missing out. Most email automation services
charge based on the number of subscribers
you have. That means you won’t
pay any more for increasing the frequency
of your emails.
Try creating one or more email sequences,
also known as a drip campaign. Focus on
explaining the benefits of buying your product,
and you’ll likely see an increase in your
sales, too.
MARKETING ISN’T JUST FOR MILLIONAIRES...
… and you don’t have to double your budget to double your sales. Using the simple, inexpensive
techniques outlined here can help you grow your business without busting your
budget.

WHAT’S THE DEFINITION OF A
GOOD WEBSITE?
Most businesses these days
have a website. But is that
enough to make your business
a success? Is it enough
to help your business grow
and thrive?
I don’t think so. I’ve seen some
pretty terrible websites. Here,
I’m talking about sites that are
arguably worse than having
no website at all. They’re amateurish,
ugly, and worst of all…
They’re ineffective. That
means they don’t do a single
thing to elevate the business
they represent. They don’t
attract visitors, and when
someone lands on the site
by chance, they don’t stick
around.
The problem is that a lot of
entrepreneurs and business
owners don’t know what
makes a good website. As
horrible as this sounds, a lot of
web developers don’t know.
They might have a handle on
one aspect of web design or
SEO, and completely miss the
boat on others.
So, with that in mind, let’s take
a few minutes to define what
makes a website good. Once
you know, you can create the
kind of website that attracts
new customers.

First – A Good Website Provides Valuable Information to Visitors
Information is where it all
starts. Your website is your
home base online. Ideally, your
website should act as sort of a
combination plate, something
that encompasses a well-written
brochure, an attractive office,
a professional receptionist,
and an ace salesperson.
Whew. That’s a lot to do with a
simple website. But, the good
news is that it’s not as complicated
as it sounds.
Let’s start with the content.
Your website must attract visitors
– and the only way to
do that is to optimize it. That
means:
»»
Picking the right keywords
»»
Using your keywords wisely
– in tags and in your content
»»
Including internal links to
give your site structure and
make it easy for visitors to
find relevant content
»»
Using external links to authority
sites to back up your
claims or inform visitors
It’s also about varying your
content, interspersing written
content with relevant images,
captivating videos, and visual
data (like infographics) to educate
visitors about your business.
You’ll also need a contact
page that makes it simple
for people to get in touch
with you.
Ultimately, your website should
tell people who you are, what
you do, and what they stand
to gain by doing business with
you. If you can accomplish
that, the informational aspect
of your website is what it
should be.
Ultimately,
your website
should tell
people who you
are, what you do,
and what they
stand to gain by
doing business
with you.

Second – A Good Website Keeps Visitors Engaged
You can have the most beautiful
home page in the world.
But, if it doesn’t encourage
people to read, explore, and
stay a while, it won’t matter.
There’s a reason that your
Google Analytics tells you the
average time visitors spend on
your page. That information is
valuable. It tells you how engaged
visitors are.
Let’s face it, a visitor who lands
on your site and spends 90
seconds on a page that should
take 10 minutes to read isn’t
engaged. And the chances are
good that that person didn’t
navigate to another page on
your site. Instead, they probably
clicked the “Back” button
and went in search of a more
engaging site.
So, what does this mean in
terms of defining a good website?
It means your site must
have:
»»
Well-written, engaging, valuable
content that keeps
visitors glued to your page
until they’ve read everything
there
»»
Intuitive navigation that allows
them to find what they
need easily, and navigate
your site with a minimum
of time spent wondering
what to do next
It also means that your site
should have a responsive design.
Mobile use is on the rise
and that’s a trend that’s likely to
continue. People using mobile
devices won’t stay on your site
if it’s not easy to read on the
device of their choosing. That
means no horizontal scrolling,
and buttons and menus
that adapt for use on a small
screen.

Third – A Good Website Converts Visitors to Customers
Ultimately, your goal isn’t just
to attract visitors to your site.
You want to turn those visitors
into paying customers. If your
site isn’t designed with conversions
in mind, then it’s not a
good site.
Of course, not every guest
will convert on their first visit.
That’s why your site needs to
present multiple conversion
opportunities. Some will focus
on turning visitors into leads,
while others will focus on making
sales.
There are three main features
to consider here.
»»
An opt-in form that entices
people to sign up for
your mailing list is a must.
Once someone gives you
an email address, they become
a lead. It’s your job to
nurture them, overcoming
their objections and making
it impossible for them to resist
buying your product or
signing up for your service.
Ideally, you should have an
opt-in option on every page
of your site, not just your
home page.
1. A strong call to action is the
next must-have feature for a
good website. Here, I’m not
talking about a single call to
action. The most effective
websites offer multiple calls
to action at strategic points.
You might have a static
form above the fold on
your home page, and then
include a scroll-triggered
form and a pop-up form to
capture people if they leave

without opting in. You’ll
also need direct sales CTAs
on your product pages.
2. The third conversion-friendly
feature to include is a simple,
intuitive checkout process.
When your checkout
process is slow, unwieldy,
or intrusive, people may
abandon their shopping
carts without completing a
purchase.
A site that has all three of these
features is likely to do a good
job of conversion. There’s a
missing piece of course. Lead
capture is only as good as your
lead nurturing campaign. You’ll
need to use your email list, social
media, and other resources
to convince the leads you
collect to convert.
Not all websites are good websites…
… but yours can be. Focusing on these three elements – information, engagement,
and conversion – can help you capture leads, nurture them, and earn the profits
you deserve.

Frustrated with your current
online marketing results?
WE CAN HELP.
(It’s why we send this marketing resource to you each month)
Connect with us today for a free online
marketing audit and strategy session – Valued at $197
There’s no strings attached but these sessions do fill up fast by
subscribers just like you. So get in touch with us today.
www.adodo.co.uk 0115 9701471