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email opens

Email Marketing: When the Opens are FALLING – Do THIS

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I’ve been an email marketer since the beginning of email marketing.  It’s just my jam.  I love writing, I love getting instant feedback – and yea, I’m not going to lie, I love seeing open rates in the 30’s and 40’s.

And then came Covid.  Everyone was Zoomed out and Emailed out.  There was very little room for fluff.  Unless it pertained to your job or your kid\’s homeschooling or staying in touch with a shut in loved one – no one wanted to look at another pixel on the screen.

My email open rates dropped – and dropped big time.  I even had some of my most loyal followers apologize to me that they haven’t been reading because well…life.

Here’s how I reacted:

  1. I added more emails.   If they missed one on Monday, they may get one on Thursday – or Friday.  I surely didn’t stop.  I ended up broadening my reach and collective open rates went up.  In other words – someone may not have read both Monday and Thursday – but they may have read one.  I’ll take it.
  2. I started videotaping my emails! Yes – you heard it.  I was always an email purist. If you don’t sign up for my list – you aren’t getting my email.  People do have time to listen to a short 3-5 minute video – so I did it.  Grab the replays on youtube.com/cindydonaldson.  I’m getting engagement from NON-email followers!  Double win.
  3. I didn’t judge or worry. I put on my big girl panties and my empathy hat – everyone is in the same boat. It’s not me.
  4. I didn’t change the structure or the time of my emails – my followers know my drill. Why add confusion?
  5. I encouraged followers to save them – toss them in a folder for later.
  6. I dumped in VALUE. Now wasn’t the time to sell them “stuff”  – it was the time to over-serve – I mean OVER SERVE.

I still 100% believe email marketing gives marketers the biggest bang for their buck – and that means brands.  The cost is in the time and creativity – oh and paying for a good platform, but the cost pales in comparison to a huge digital advertising campaign.

Here are my rules of engagement:

  1. Keep the subject line intriguing, genuine, and short. I love the 2-3 word ones.
  2. Keep it conversational – tell a damn story
  3. Tell them what the main goal is in the first paragraph
  4. Dump in the value
  5. End with something for them to do – a call to action
  6. For service businesses like mine – only sell a couple of times a year

It’s not that hard.  Write like you speak.  Don’t overthink it.

Email marketing isn’t going anywhere.  If you aren’t on my list – what are you waiting for?  Join HERE.

Email Marketing: When the Opens are FALLING – Do THIS Read More »

mistakes

Are You a Mistakes Repeat Offender?

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Everyone makes mistakes – we are human after all.  But, are you a repeat offender?  Do you even recognize you’ve made a mistake?  Are you constantly doing damage control?

Deep breath – you aren’t alone.

Here are some tips and guidelines to help you reduce the number of mistakes you are making, what to do when you make them, and how to prevent them from happing again.

  1. OWN YOUR MISTAKES. The worst thing you can do after making a mistake is not owning it. No one is perfect, people inherently know that although let’s be honest we often expect it. So when you make a mistake don’t try to cover it up, acknowledge it, apologize for it, and skip the part where you make excuses or try to blame it on someone else. When you aren’t an “oops owner” it shows you can’t take accountability for your actions, and it just makes things awkward for everyone involved. Be a LEADER and OWN it!
  2. FIND OUT THE ROOT CAUSE. If you work in manufacturing, root cause analysis is a term you probably hear all the time, but it can apply to anyone and any industry. Root cause analysis is finding out WHY the mistake happened in the first place so you can prevent it from happening again. Was it caused by operator/human error, a bad process or procedure, poor communication, etc.? If you don’t know what caused the mistake, then how can you make sure it won’t happen again?
  3. CREATE NEW POLICIES OR PROCEDURES. If you’ve determined that the error is due to poor or incomplete policies or procedures, then it’s time to do some updating. Whether you need to create a new process or update the ones you already have in place, it’s important to document any change that needs to be made.
  4. You’d be surprised how many times there are mistakes or issues because of poor communication. Once you’ve handled the above 3 steps, it’s important to communicate to everyone what the issue was and how it’s going to be fixed. It shows your employees, board members, clients, etc. that you care about preventing the same mistakes from happening again.

If you make a mistake, don’t freak out. Take a deep breath and figure out if you need to take any immediate steps to fix any urgent issues or fall out. Always make sure you acknowledge you made a mistake and that you will do your best to fix it. If it requires getting others involved, don’t be embarrassed – they are human too – and can often have an outsider’s perspective on why it happened or how to avoid it happening again!

The end goal – one and done and no repeat offenders.

Are You a Mistakes Repeat Offender? Read More »

feedback

How to Tell if You are Getting Sincere Feedback

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Asking for feedback is a pretty normal part of life, right? You ask for people’s opinions all the time: Do they like a new recipe you made, do they like this color paint for the living room, does this new shirt make you look fat?, etc. Do you always get the truth… maybe not? In fact, I recently saw this post on Facebook that said, let me know if you want to vent or you really want advice. It’s an honest question too because sometimes people just want validation and they really don’t want your opinion.

When it comes to getting sincere feedback at work, it can be even harder. Why? Well, to be honest, some people just don’t care to give you honest feedback. Some people don’t like confrontation, so they say great job regardless. There are others who are jealous and want you to fail, so they give you bad advice or won’t point out mistakes. Either way, it’s not sincere and it’s not helping.

People always telling you that you are doing a great job is nice to hear, but it’s really not effective and it’s completely unhelpful for growth and development.

In order to improve at anything in life, you need three things:

  • A clear goal
  • A genuine desire to achieve that goal
  • Feedback that indicates what they are doing well and what they are not doing well

Not only is sincere feedback hard to come by, but low-quality feedback is not useful, positive feedback is undervalued, and negative feedback delivered unskillfully can actually cause physical pain. When delivered thoughtfully, however, sincere feedback can provide you with actionable data needed to become more effective.

If you make strides towards receiving sincere feedback, try these steps:

Create a Safe Environment for Sharing.  You can do this by showing your peers that honesty doesn’t have repercussions. Be curious about them and ask them questions, show vulnerability, and let them know you want to learn. Acknowledge your weaknesses or mistakes – we are all human.

Be Skillful. Just asking for feedback rarely results in useful information. Try asking more specific questions like “Was I talking too fast”, “Do I talk over people or cut them off”, “You know Jason well, how can I better connect with him” – this helps people break down feedback into bite-size pieces.  

Ask for the Good and Bad. When you only hear the good or only the bad, you miss out on a lot of specific information that’s useful. If you just hear the bad, you won’t know the good things you do and risk making changes to those when you shouldn’t. If you just hear the good, you won’t know what bad stuff to fix – you need both for feedback to work. Also, just getting praise does not give you enough information to understand what you are doing effectively – “great job” doesn’t say the same thing as “Hey, your slides are kick-ass, but you should probably just slow down your presentation by 5 seconds”.

Be Receptive and Attentive. When getting feedback, focus on the person giving it so they know you are listening and value their opinion. Even if you disagree with some feedback, don’t challenge or debate them, or you may decrease the likelihood of that person offering you feedback in the future.

Say Thank You. Even if it wasn’t the most helpful information, always say thank you. The person giving you feedback likely spent a good amount of time considering your performance and how to thoughtfully discuss it with you.

Evaluate, Plan, and Act. Review all the data, consider what parts to work on, what parts to disregard and plan to fix what needs fixing. Pick one or two capabilities you want to improve, get really clear about what “improved” looks like, and then map out the action steps that you need to take. If you struggle with the action part – check out this blog.

People who are great leaders are great listeners and great learners. They are always looking for more information and ways to improve themselves. Getting and learning from feedback isn’t always easy, but it is necessary if you want to become better.

How to Tell if You are Getting Sincere Feedback Read More »

burnout

Are you suffering from Burnout?

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Burnout is a real thing and can happen to anyone. Does the thought of going to work on Monday morning leave you already feeling exhausted and frazzled by Sunday at noon? Does your 8 hour workday feel like you’ve been battling in the trenches for 8 days straight? Are you finding it hard to get motivated once you are actually at work?

You might shrug it off as just going through a rough patch or a busy time – but you could be suffering from burnout! Burnout can manifest itself differently for different people, so there isn’t one centralized definition. However, in May 2019, the World Health Organization updated and added more detail to their entry on burnout. Previously defined only as a “state of vital exhaustion,” it’s now classified as a “syndrome conceptualized as resulting from chronic workplace stress that has not been successfully managed.”

It’s important to note that burnout is specifically work-related and is characterized by:

  • A sense of exhaustion or depletion
  • Mental distance from or negativity or cynicism about work
  • Decreased effectiveness at work

If you’ve ever heard the saying you can’t pour from an empty cup – that’s a great analogy for burnout – you have nothing left in the cup or proverbial gas tank to accomplish anything.

So we have the definition, but what are the actual signs of burnout?

  • You aren’t excited about work anymore. Projects that you used to get excited, energized about, or make you feel fulfilled seem boring or a chore. You aren’t getting satisfaction from your work.
  • You are going through the motions. You have stopped putting in any effort or caring. You are doing the bare minimum to get by.
  • Your performance is going downhill. You are making errors you wouldn’t normally make or are missing deadlines that used to be easy to meet. You just want to get the task done; you don’t care if it’s done to your usual standards.
  • You are exhausted – all the time. You feel physically and emotionally depleted and drained. Even getting out of bed to go to work is a challenge.
  • You start having physical ailments. The symptoms can be different for everyone, but can include insomnia, chest pain, headaches, getting sick more often, heart palpitations, shortness of breath, dizziness, and even GI issues.

What to do if you are suffering from burnout.

Once you’ve come to the realization that you are suffering from burnout, what do you do? The simplest and easiest step is to take some time off, but that alone won’t solve the issue – it just gives you a little breathing room. Most often you’ll need to make a more significant change like changing your attitude or changing your workload or work situation.

Often times you can recognize negative habits and thought patterns and work to stop them when they happen. If you associate with being a perfectionist, you are more likely to suffer from burnout.

Changing your work situation can have a few different options. The easiest might be adjusting your workload. If you have too much on your place, burnout can happen. Talk to your boss to see if you can lighten your load. If it’s the job or company itself, it might be time for a change. Moving to a different department and doing something different for the same company could make a big difference. Otherwise, it might be time to look for a new job elsewhere.

Burnout is hard to recognize, and it doesn’t go away on its own. Identifying and then addressing burnout requires some conscious thought and effort and the only one who can ultimately fix it is you.

Are you suffering from Burnout? Read More »

website

How do I know if I need a website makeover?

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Truth be told, no one wants to hear that their website sucks. It can be a very awkward conversation especially if a business owner is in love with their current site and is in denial. What may have been cutting edge 5, 10, or even 15 years ago is just no longer going to cut it today. #TruthBomb

We get it, having your website created probably took a lot of time, decision making, and money, but if your website just isn’t converting anymore or it’s very clunky for your viewers to use – then it’s time for an overhaul.

The goal of any website is to convert visitors into customers and if your site design and/or structure is a barrier in that, it needs to be fixed. Identifying the problems that hinder your site from being conducive to conversion and visitor engagement is an important step in the right direction.

Below are a few reasons why a redesign should become a priority for your company\’s web presence and some negative effects you could face by not taking action now.

  1. Your bounce rate is too high. Every website should have Google Analytics installed so that you can review your bounce rate – this the percentage of visitors that only visit a single page on your website during their session. The average bounce rate is about 40% to 55%. Anything higher suggests that your visitors are having a poor user experience.
  2. Long load times. Is there anything more frustrating than when a website takes FOR-EV-ER to load! There are several tools, like pingdom.com, that can help you figure out your load time. If it takes longer than 3 seconds, you should make some updates to speed it up.
  3. No on-page SEO. In order for your website to rank on search engines like Google and Bing, your website needs to have on-page Search Engine Optimization or SEO. Each page should have its own unique keywords and title tag or H1 tag. Search engines use these tags and keywords to create listings and how your customize these can affect how and how often your website is displayed when someone searches your keywords. There are other ways to increase your SEO as well including adding links, meta descriptions, alt tags, etc.
  4. Stale content. Yes, adding fresh content to your website matters – without it you will struggle to attract and retain new visitors. Fresh content increases your site’s exposure in search results – one of the easiest ways to add content is a blog!
  5. It’s still an HTTP. You need to have a secure site and upgrade to an HTTPS site – this lets visitors know that your site is secured by an encrypted network communication protocol. An HTTPS scrambles the data transmitted to and from your site to prevent unauthorized users from reading it.
  6. It’s not mobile responsive. This is a big one! 3 in 5 users will visit your site on a tablet or mobile device. If your site isn’t mobile-friendly, visitors may abandon your website. A mobile responsive website means that not only does your website look good and function great on a desktop, but it’s compatible on a mobile device – the design uses proportional units of measure rather than fixed so it can adapt to the device it’s viewed on.
  7. It’s clunky aka hard to navigate. Visitors should be able to easily find the content they are looking for on your site. Whether you put the information on your homepage or in your menu, visitors shouldn’t have to look hard to find what they came for. Navigation can affect every aspect of your website performance!
  8. It doesn’t match your brand. You already know how important branding is to us here at Red Barn. Your website is a direct reflection of your brand, your colors, logo, styling, pictures, and even font should all match your brand.
  9. You aren’t using CTAs. A Call to Action tells your visitor what to do next. It can be something simple like read this article, download this whitepaper, click here to email or call, etc. it gives them direction on what they need to do next to get information or to work with you.
  10. You have bad links or 404 errors. Having broken links or links to pages that are no longer available can really affect a user’s experience on your website. It can also slow down your site’s speed and performance. If you don’t want to check every link page by page, a great resource is com.

In addition to the list above, you should also make it very easy for people to find your contact information and social media profiles – make it easy for them to contact you and follow you. It’s also important to note that if you are in an industry like banking, you may be required to have an ADA compliant website – that’s a whole different animal, but you can read a previous blog about it here.

Don’t look at upgrading and updating your website as an expense – it’s all part of your marketing strategy which should be seen as an investment. After all, marketing is designed to bring in leads that convert to sales. If your website is crappy and outdated, odds are you aren’t making the best first impression to your prospects and could be losing sales and not even know it. Need an honest assessment of your website or thinking of giving it an overhaul, give us a call!

How do I know if I need a website makeover? Read More »

How to grow your email list

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Email is not dead.  In fact, email is by far the biggest bang for your buck when it comes to connecting with your tribe – especially email automation! So how do you grow your list? The key is you need to do it consistently and always be adding to your list.

Just the facts:

  • 91 percent of US adults like to receive promotional emails from companies they do business with (MarketingSherpa)
  • Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers. (McKinsey)

Where to start to grow your list?

Everyone starts at zero – everyone.  So to grow and build a list of thousands will take some time.  Here are my tips:

  1. Understand that 90% of your email content is to serve – not sell. This is all about building credibility and gaining trust.
  2. Understand that you need to be consistent and that in fact – more is better. We suggest a weekly email to your list – and more if you are in the middle of a launch.
  3. Choose your email platform – don’t use Outlook, Gmail, etc. – you need to be able to see the metrics.  Mailchimp, Constant Contact, Drip, Infusionsoft/Keap – choose what works for you.
  4. ASK people to join. All email platforms offer a sign-up function – so share that URL everywhere on social media – and ask them to sign up.  You can incentivize them if you like!  When I do public speaking I offer to donate $1 to the local soup kitchen for every new email sign up.  It works 🙂
  5. Put a sign-up form on your website – this makes it easy for people to find and sign up for your list.
  6. Use lead magnets such as downloadable checklists, quizzes, e-books, free mini-courses – anything that brings value and someone is willing to give you their email in exchange for it.
  7. Make sure you deliver GREAT content. If your content sucks – your email engagement will too.  Not sure what to write – survey people on your list, your customers, etc.  I do it often.

Remember you own your list – you don’t own your social media followers. What does that mean? Even if you have 100k followers on social media, you are relying on the platform and their algorithms to market to your people. You can\’t export their contact info and use it elsewhere. Email marketing should be a huge part of your marketing mix!!

Need some help?  Grab a spot on my calendar and we can hash out what’s working and what isn’t!

How to grow your email list Read More »

improve sales

Improve your sales skills even if you aren’t in sales

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Sales, regardless if you are an actual salesperson or not, is just part of life and your career. Sales doesn’t always mean selling a product or service to a customer, in fact, you are probably giving sales pitches just about every day. That’s right, every time you pitch an idea, make a suggestion, or even go on a job interview, you are “pitching” yourself. So how can you improve your sales skills if you don’t pitch people often?

First off, selling kinda has a bad rap. You typically think of a sleazy used car salesperson, telemarketer, or door to door salesperson. But if you think about it, sales is really the most fundamental life skill. People think sales is pushing someone to buy something they don’t need, want, or can afford. But really, sales is moving someone to take action. And if you think about everything you did today, I’d bet quite a few of your actions involved selling. Am I right?

People are often uncomfortable with sales because they 1. Don’t understand it and 2. Can’t get past the used car salesman cliché. Selling is all about persuading, inspiring, and leading. It’s about collaboration and driving change. The best salespeople make you feel like the sale was your idea. Why? Because you trusted them, they had a genuine interest in your problem, they provided a solution that they knew would fix your problem. You wanted to buy from them.

People often buy for 2 reasons, to gain pleasure or avoid pain. Your job is to figure out which one it is. Sales really is about networking and listening to your customers. Find out who the decision-makers are, learn as much about them ahead of time as you can. When you talk to them take an empathic approach, one that focuses on understanding the other person and what they need. Serve, not sell.

What do the best salespeople have in common? They plan and practice. You wouldn’t show up to a golf tournament and expect to win having never swung a golf club in your life, right? The best in the biz have mentors and coaches who help them practice and make sure their conversation flows – they help them improve their delivery. Practice on friends, peers, coworkers, family, etc. until you get your pitch just right.

Making your “pitch” can be very nerve-wracking at times, but even with all that adrenaline flowing, it’s important to stay calm and not ramble. People don’t want to listen to someone drone on and on about how great something is. Selling should be a conversation, not a lecture.

A good salesperson knows when to fold ‘em and when to walk away. Yes, the late, great Kenny Rogers knew what he was talking about. Most salespeople hear no at least a few times before they make a sale, but they know when to press on, because that no is really a “not yet”, and when to throw in the towel. They are flexible and understand the path that their customer has to take in order to move forward.

Sales is a numbers game – it’s highly possible you will fail more than you succeed. However, it’s important that you don’t quit. You need courage and to always remember the long game. Sales is never rarely a one and done deal, and most times it’s actually not about you. If a customer is happy where they, they won’t get pleasure from buying and aren’t experiencing pain, then now is not the time. Check back in 3 months.

Have any great sales advice to add, we’d love to hear it! We also wrote a blog on increasing sales without a sales team, check it out.

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size doesn't matter content

Size…Really Doesn’t Matter

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What size should my content be? How long should a Blog be – what about White Papers?

How long should my email copy be?  How often should I send them?

The answer is – there isn’t an answer.  Size and quantity IMHO don’t matter – QUALITY does.

My email subscribers get at a minimum of 2 emails per week.  Sometimes more depending on what is going on.  The length of those emails ranges from 250 words to over 1000 – to be honest I never look at the word count because I don’t care.

What I care about is the content.  Is it engaging?  Is it relevant?  Is it entertaining?

You will NEVER nail this for everyone – because everyone is different.  What is engaging to one may be boring as all hell to another.  What is relevant to one will be obsolete for another what is entertaining for one will ghastly for another.

My advice to content writers is to be authentic (you can read more on that there), be transparent and know your audience.  Write for the majority, write from your soul – write as if you are sitting down and drinking a glass of wine or coffee with someone face to face.  Write as you would speak.

How do you know if you are engaging, relevant and entertaining?  Look at your metrics.  What are your open rates on your emails?  Dive into your Google Analytics to see who’s reading your blogs (PS don’t forget to share them on social – that’s where we get our biggest engagement).  If your numbers aren’t where you want them to be – review your content.  Something is off – chances are you aren’t writing to your audience.  Take a step back are dive deep into your Target Client Profile – who are they REALLY?  Then regroup.  It may take you several iterations to nail it – so don’t give up!

Consistency wins each and every time.

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Social Media – Quality vs. Quantity

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Does even thinking about posting to social media stress you out? How many times to post, what to post, when to post, etc.? Are you putting content out just for the sake of putting content out on social media? Are your followers just not engaging and your audience isn’t growing? When it comes to social media posts, quality beats quantity every time.

The norm has always been that consumers expect companies to have content readily available to consume – blogs, social media, enewsletters, downloadable ebooks, white papers, etc. They still look for this type of content, however just having a large library of stuff isn’t enough – consumers want quality of resources from companies they do business with – not just fluff.

First, we need to back up and define what quality means to consumers – it’s targeted, more personalized, highly creative messaging. Content that is focused on better understanding and interacting with your clients. Even small brands can easily produce content that looks just as good as the big dogs.

When a prospect is looking to learn more about your company, yes, they will Google you and visit your website, but they will also look to see what social media channels you are on, the type of content that you post, and how long ago you posted. Just throwing posts up that your customers and prospects don’t care about is not going to help you engage with them. However, one good quality post on Facebook can do way better than five poor quality posts.

Some tips to posting high quality content are:

  • Photos – they don’t need to be done professionally, but make sure they are well lit, not blurred or grainy.
  • Videos – also need good lighting and good sound.
  • Sharing Blogs – need to be interesting and relevant topics but also have good spelling, punctuation and grammar. It should be around 500 words or more to keep readers on your website for longer which is a good SEO signal to Google.
  • Sharing 3rd Party Content – share content from reputable sources that don’t require signing up for memberships. Articles from newspapers, magazines, etc. are usually good sources
  • Your content – only 20% of your content should be around your business – if you are constantly pushing a sale people will unfollow you

I get asked a lot about the best times to post on social media. There is no concrete answer to this. You need to post when and where your audience is going to see your posts. Why post on Twitter if your audience is on Facebook? If your audience primarily engages in the mornings, don’t wait to post until the afternoon.

Don’t get hung up on the numbers. Many people will engage in campaigns to buy likes or followers. This might seem great in the short term, but these people are most likely not your ideal clients and will never engage with you. At the end of the day, your goal is to be seen as an expert, a trusted advisor, and of course to get traffic to your website as that is where the sale is. If your engagement is low, then ask yourself if it is the quality of the post or is that the content isn’t resonating with your audience.

When it comes to social media posts quality will always beat quantity. You aren’t Gary V or Jenna Kutcher – you don’t need to keep up with the quantity of posts that they put out daily – they have teams of people who do this for them. For the DIYers – just focus on the quality. That’s all you need to do.

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customer experience

Marketing Trends 2020 – customer experience

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What we do as an industry has dramatically changed over the past decade.  We’ve shifted from trying to convince people to buy, to do, to act, to honing in on our customer’s journey and customer experience.

CX will rule Marketing and Advertising in the next decade.

The Customer Experience (CX) is king. People no longer want to be told what to do, instead they want to be educated, they want to be wooed and they want an AMAZING customer experience – one that they willingly will pay more for.

Read that again:  They will pay MORE for a better experience.

Not that cheap, one and done is gone – there will always be price shoppers, but the trend is more on “show me what’s in it for me” as in the customer not the vendor.

So how do you have a Fab CX?

  1. Put yourself in YOUR customer’s shoes. You need to know them inside and out.  What makes them tick, why do they buy from you – and why do they not?  Knowledge is complete power here.
  2. KNOW your Value Proposition and make sure your team does too. It comes from the top.  Empower your team to make decisions on behalf of bettering your client experience.  Be it a refund, sending flowers, giving a bit more – the list goes on.  In the end you’ll not only increase client retention – but employee retention. Happy Employees = Happy Clients.
  3. Over Deliver – I mean OVER DELIVER. Just woo the socks off them.  Be Chewy – train your team to LIVE your value prop and DELIVER. DELIVER. DELIVER.
  4. Share your happy client stories – but let it be focused on them – not you. There is an art to it as to not look self-serving.  Again, put yourself in their shoes

Marketing today is less about telling people what you do and more about showing people how you can improve their life and help them – even if it doesn’t involve what you sell.

CX should be at the core of your 2020 business and marketing strategy.

Marketing Trends 2020 – customer experience Read More »