Your sales page might be the primary reason why your Facebook Ads are not converting. It's great that your Facebook Ad gets clicked on, but your website has to drive the end result. There are key elements to a sales page that you need to consider adding in order to reach your conversion goals.

Think about it:

• You see a great ad.
• You click on it.
• The website page you land on…
  • Isn’t related to the ad at all.
  • Is not optimized for mobile.
  • There's no CTA button to click.

The list goes on. 

Your website is so important. Work on your website, test it and get it ready before you run Facebook Ads. Let's talk about how you can do this by knowing what they key elements are for a sales page.

Sales Page Key Elements for Facebook Ads Conversion

Key Element #1: Your Unique Sales Proposition (USP)

Many people do something very similar to what you do, so what makes you different? Why should someone purchase from you vs someone else? What can they get from you that they won’t get anywhere else?

Are you feeling overwhelmed thinking, “What if I’m not unique?”

REMEMBER -  The fact that you, as a human individual, are different than anyone else selling the same thing as you. YOU might be the USP. You just have to explain it in a way that helps your audience understand the value you (and only you) deliver.

Key Element #2: Show Your Face

I don’t mean take a selfie and throw it up onto the internet. I’m saying use professional headshots and genuine photos that encapsulate your brand. It might have bright colors, a graphic in the background, and be in black and white. Whatever makes sense for your brand. 

It’s important to showcase who you are. It builds trust, and it shows confidence. We all want to purchase from people that are confident in themselves, right? Otherwise, we likely won’t have confidence that we’ll get value for our money.

Key Element #3: Show The Transformation

Your audience right now is struggling with something that you have the solution for. Ponder this:

• What is your ideal audience saying, doing, and feeling BEFORE they purchase?
• What is your ideal audience saying, doing, and feeling AFTER they purchase?

With this, you’re able to list out the key results. Be sure to include a mix of measurable results and mindset results. For example, you’ll increase traffic to your website by as much as 100%, AND you’ll feel confident that your website has exactly what your audience needs to purchase.

Key Element #4: Social Proof

Have you noticed this on sales pages and Instagram? Industry leaders are constantly sharing screenshots of their FB groups, DMs, and emails that showcase insane the results their clients are getting? That’s called social proof.

Social proof is one of the most effective selling methods. When your audience sees that someone else went through what your audience is currently going through, and they came out the other side with RESULTS, they will want to convert. It takes the guesswork out of it. It’s an informal testimonial that is trustworthy.

Key Element #5: Your Call To Action (CTA)

This is where things are missed. When someone clicks to view your sales page, you want them to be able to purchase right away. You do not want them to have to scroll miles down your sales page before they find a CTA button to purchase.

Make it accessible. It sounds so simple, but so often I see sales pages where I can’t find the CTA button. Don’t be that person.

Make sure you have a CTA button on your sales page that requires no scrolling.

Key Element #6: Your Sales Page Length

It’s controversial. Some people say your sales page should be short. Some say it should be long. But here’s my take:

Free to Low-Ticket Offers

These should have shorter sales pages with the core elements. You want to make sure you’re answering all your audience’s questions, but you also don’t want to confuse them. If your sales page is too long, the low cost of your offer gets lost in translation. Your audience becomes overloaded with information instead of being drawn in by the low price of your offer. The price of your offer is a selling point, so your sales page doesn’t have to work so hard.

Mid to High-Ticket Offers

These sales pages should be longer. You want to address any question that might come up for your audience so they can make an educated purchase decision. Of course, you want to have CTA buttons throughout your sales page, but the rule of thumb is that the longer people scroll on your page, the more they read, the more likely they are to purchase.

Key Element #7: Optimization

Your sales page should meet everything on this checklist:

• Mobile optimized
• Related to your advertisement
• Relevant language to your audience
• Easy to navigate

Remember Facebook and Instagram are mobile apps. Yes, they have websites, but when you advertise on FB & IG, the mobile reach is MUCH higher. That means it is absolutely crucial to have a mobile-optimized website. Make sure the loading time is appropriate, that your images aren’t cut off, and that your text is legible. 

Bonus Tip

The page your audience lands on after a Facebook Ad has to make converting EASY. Want to know if your website is causing your ads to not perform? Go to your Facebook Ad account, look at the cost per click (CPC), and look at the cost per result (CPR). A vast difference between the CPC and CPR means you need to update your website so it’s easier for your audience to convert. Additionally, a high CPC means your ad needs to be updated. 

Make sure you know what next steps to take in your Facebook Ad journey. Connect with us today!

Each year has its faux pas and 2022 was no exception. The Instagram mistakes listed below are ones we see repeated year after year (see #2) but others are more common recently and we want to be sure you enter 2023 with a fresh perspective and clear understanding so you don’t make the same mistake twice. 

6 Most Common Instagram Mistakes of 2022

#1 Hashtags in Bios

Using general #socialmedia hashtags in your bio will not get you more traction or discovery from followers. It actually allows people to click on the hashtag and exit your profile, potentially leading them to a competitor. 

#2 URLs in captions

URLs are not clickable inside your Instagram captions. While you can list a simple URL, we recommend staying away from custom URLs that are too long and complicated for people to copy. One thing you can (and should) do is use tools like linktree in your bio so you can always direct people to your main page and have them click one link, leading to multiple sites that are important to your business. 

#3 Not Utilizing Reels

We hear it all the time: “I don't want to show my face”, “It takes too long to make”, “I don’t know how to use it”....there are always excuses to not use reels. However, reels can be short and they can be incredibly effective in their reach! Don’t waste this amazing tool. Be sure to run reels when you can as videos are a big hit in scrolling these days. 

#4 Over-Utilizing Reels

Yes, there is such a thing. Just because reels get you in front of most people, doesn’t mean it should be the only type of content you run via Instagram. You’ll bore people and likely end up creating videos about nothing. Reels should always come paired with a content strategy so you’re hitting people with the right reels at the right time. 

#5 Not Using a Strategy

If you’re a business or a prominent and growing influencer, you can no longer wing it on social media. Your page and content need to have a purpose. There is so much content out in the social sphere lacking direction, making it all the more important for you to have a guide. Before you create a post, ask yourself, “What is the goal of this post?” If you can answer, and it helps with the overarching goals of your business, you’re on the right track. 

#6 Not Talking About Your Offer Enough

It’s so easy to get caught up in wanting to provide value without being “salesy” but your product/service solves someone’s problem. You have to talk about your offer in order to sell and make someone’s life easier. They may have to see your offer 5X before they consider buying. And that’s ok. 

Looking for additional Instagram tips in 2023? We’d love to help point you in the right direction. Connect with us today by sending us an email or connecting with us through social.

We understand firsthand how much time can go into running social media each day, week and month. We used to log in every single day to multiple platforms to create new posts, follow and share content from our community, and engage with our audience – all while still trying to run a business. Along the way, we learned a thing or two and we are confident our social media management tips can help save you great time and hassle.

As a business owner or marketing director, you may not have anyone helping you with social media, which can make it feel like a daunting use of your time. We’re here to tell you that:

• Social media is not a waste of time, and
• There are many strategies you can put into place to better manage your social media accounts on a recurring basis.

Here are our top five social media management tips you can incorporate into your marketing strategy:

1. Choose the Right Platforms

Choosing the right social media platforms and doing away with the rest will save you a lot of time throughout the week, creating a more successful social media presence for your business.

You only need to be on the social media platforms where your target audiences go. How do you know what those are? Be sure you first understand your target audience — considering factors like age, gender, ethnicity, hobbies and interests. We recommend choosing 2-4 social media platforms so you can focus on posting only the best content and engaging with your audience, instead of trying to keep up with every single social platform each day.

2. Spend Time Building a Content Calendar

Creating a content calendar saves us a ton of time in the long run. Each week, we dedicate time to choose the content we want to share and write the accompanying copy. Taking this time will eliminate the need to scramble each day and figure out what to post. Need help setting up your social media content calendar? We can help you!

3. Schedule Posts in Advance

By automating social media posts, we’ve found we can stay active on social media, even on days when we’re too busy to think about it. With your calendar already created, it shouldn’t take much time to schedule your posts. Some social sites like Facebook and Twitter actually allow you to schedule posts straight from their platforms. For other platforms like Instagram, LinkedIn, and Pinterest, we utilize streamlined scheduling platforms that aggregate content and send when you mark them as ready to go. 

4. Set Aside Time to Engage

If you’re going to be on Fun Social media, then you might as well be genuine in your engagement. While it can take some time, we never recommend automating responses on social. Here's what we do instead: for five to ten minutes a day, or every other day, we respond to comments, messages and reviews. Addressing our audience's concerns or bad experiences also allows them to be more engaged with us. Don't forget to thank your audience as well for their consistent support! It always helps us as our own business to focus directly on real responses so that our followers know it’s us and that we actually care about what we post online. 

5. Don’t Forget to Analyze

To spend social media time wisely, we want to make sure posts meet goals. Of course, we highly recommend getting started at identifying specific goals for your social media efforts (brand awareness, website traffic, sales, etc.). Then, set aside time and identify the right tools for analyzing your social media efforts on a monthly basis. Using Google Analytics, you can see the traffic your posts are generating and which platforms are performing the best. Some social media scheduling tools also include robust analytics.

We always do everything here at Onya with intentionality. When it comes to managing social media, we don’t just do it because it needs to be done. We do so in a way that is tailored to the right audiences, in the right place and at the right time. We’ve learned a thing or two and hope you continue to join along in our efforts to change the game with successful marketing. Are you looking to learn more? Contact our team today and we can set up a free strategy call!

Are you using any strategies to reach your target market?

Maybe a better Market Analysis, first question is do you know who your audience is and what they care about? We’re not talking about buyer personas or demographic data (still important, but not always the real driving factor). We’re talking about the most influential people who matter to your brand. Who are these people? What do they want to see, hear, and learn? What do they contribute to the community?

A few years ago, we started interviewing business owners and community advocates, covering pivotal moments when an event or experience dramatically shifted the direction of their story and what it means to them to function as a business, especially in today’s digital world.

We found these discussions fascinating, so we started talking to more local entrepreneurs and exploring their plot twists, the pain points that led them to start their businesses, and their thoughts on marketing and communications.

You see, face-to-face communication always nets the most valuable information. Interviews minimize distractions, eliminate groupthink, and foster deep thought. 

For our team, we were experiencing first-hand how businesses were thinking and what they liked (and didn’t like) about partnerships or clients they worked with. It gave us direct insight into how they made business decisions.

https://www.onyamark.com/our-work/

Not only that, it reminded us as a company that we are not our target market. We needed to keep perspective and look outside ourselves with marketing strategies. Interviewing gave us a fun but practical perspective that allowed us to better tailor our services and offerings to our future clients.

Benefits of Conducting Interviews

When it comes to impact, your small business’s marketing and communications will only succeed if you tell the right stories to the right people. That means understanding who you are speaking to and what matters to them. That’s where interviewing comes into play. Here are some of the biggest benefits you can expect to see from engaging in this medium. 

1. 360 View of Your Business

Interviewing other business leaders provides a 360-degree view of how your organization is perceived. It’s all too easy for organizations to develop their ideas about how they are seen by others. Without the input of external audiences, these impressions are little more than self-perceptions. They may contain kernels of truth, but they aren’t complete. Target audience interviews allow outsiders to offer their perspectives on your brand and can also shed light on gaps.

2. Deeper Audience Understanding

Interviews help you gain a much deeper understanding of the people or groups who are impacted by or support your brand. They give you fresh insights into why certain people feel connected to your business and story. In addition, they clarify the values and motivations behind specific connections.

3. Engaging in Conversations

Interviewing your customers or community partners in person allows you the unique opportunity to engage one-on-one. You’re able to ask follow-up questions, probe for deeper answers, and gather incredibly substantial insights. In-person interviews also allow you to capture the interviewees’ raw emotions and behaviors better than any other method.

4. Discovery of New Directions

Conducting interviews allows you to gain unique insights into what your customers or potential clients are looking for in your line of work. It could be as simple as a trustworthy friend or as complex as a group of well-respected business leaders. This information should be invaluable to your brand, especially if patterns develop after multiple interviews.

5. Learn the Language

If you don't work in a client-facing role on a regular basis, then you might not be as familiar with the language and vocabulary they’re using. If you use business jargon or highly technical language, they might not understand what you're talking about. Interviews are a great chance to learn how your audience speaks so you can communicate with them more effectively.

6. Network Growth

Word-of-mouth marketing continues to be one of the most effective ways to grow a brand. Not only do interviews allow you to grow your network, but they establish a deeper level of trust between you and the person you are interviewing; thus making them more likely to expose you to their networks in the future. In conclusion, it also allows you to identify new audiences you never even thought about in the past.

By talking with the most influential people in your brand, you have the opportunity to learn from them and what they want to see and hear. You’ll learn what they read and share online, and how they engage with your competitors. From these interviews, you’ll be able to put yourself in your customer’s shoes and think about what they go through daily, and then frame your content marketing in a way that resonates with your target market.

https://onyamark.com/contact-us/

Instagram is one of the best places to shop online. In fact, if your brand doesn’t have an Instagram account, you might be missing out on a lot (we’ve said it before and we’ll keep saying it). The app provides plenty of opportunities to reach your target audience and to scale your business, especially in this day and age. Here are the top 4 Instagram Statistics that tell us why you should be on the platform today and moving into the new year.

44% of people shop on Instagram weekly.

According to Hootsuite, Instagram dethroned Facebook in its advertising reach (increasing by 20.5% this year.) Plus, millions of people use the Instagram Shopping feature to scroll through catalogs and complete purchases, making it a top platform in the online shopping world.

50% of people use the app to discover new brands.

A lot of people use Instagram to look for new brands to follow because it’s a great source for the latest updates, information, promotions, and more from businesses. You can post anything on Instagram from a site-wide sale and fun memes to videos on tips and tricks that help people in their day-to-day lives. As a result, it’s become beneficial for people to follow brands on Instagram.

58% of people are more interested in brands after seeing their Instagram Stories.

You can never underestimate the power of a good Instagram Story. The feature launched in 2016 and has taken over the world by storm. It’s also been proven to work for brands because accounts that post stories are able to reach more people than those who don’t. Get on Instagram Story Advertising today in order to broaden your reach. It’s short, sweet, and unique to sharing all kinds of useful and engaging information. 

90% of people on Instagram follow at least one business account.

Who doesn’t follow Lego to see their latest and greatest epic creations? Or Nike for the best discounts on their sportswear? Or how about sustainable clothing organizations that are seeking to make a real difference in the world? Everyone on Instagram will follow at least 1 brand because there’s so much to gain from doing so. It also gives you a more entertaining experience when you browse through your feed. After all, it’s no secret that sometimes brands will have more interesting content than your friends (hey, it’s no offense to them - the endless pictures of Fido just aren’t cutting it anymore). 

So, if you run a business and aren’t on Instagram, 2023 is your year to make the jump! It’s full of possibilities and there’s simply so much you can gain from advertising on the app. Looking for more strategic ways to get going on Instagram? We’d love to talk. Reach out to Onya today!

You just wrote a great blog post. Perhaps your best ever. You posted it to your website and added the perfect photos and infographics. Now what? It’s time to learn how to promote your blog by building out a plan to share it on social media.

Promoting your blogs on social media through repurposing content takes just as much time (if not more) than writing the actual content. Fortunately, social media gives you an easy and creative outlet, and we’re here to help you with the strategy.

Include Link to Blog on All Social Media Profiles

The quickest and easiest way to promote your blog is by including the link in all of your social media profiles. You can either include the general URL or update it each time you publish a new post.

Art of Sharing Blog Content on Social Media

Sharing your blog content on social media isn’t a matter of dropping every new link online. It’s an art form that requires creativity, time and strategic planning. We promise the extra effort makes a big difference. Here are a few tips to get you started:

Sharing your blog content on social media isn’t a matter of dropping every new link online. It’s an art form that requires creativity, time and strategic planning. We promise the extra effort makes a big difference. Here are a few tips to get you started:

1. Appeal to the Visual Sense

It’s a proven fact that Tweets, Facebook posts and LinkedIn posts with photos get more engagement than those without. The newer social sites such as Instagram, Tik Tok and Pinterest are solely based on images, proof that people crave visual appeal. You’ve already taken the time to choose the perfect photos for your blog post, so be sure to use them in your social media posts as well. Also, consider creating a branded “feature” image (or several) for sharing purposes. Free tools such as Canva and PicMonkey can be helpful in doing this.

2. Use Engaging Language

Social media was created for people, not businesses. Therefore, you should always be striving to humanize your brand and have real conversations with your followers. Don’t just drop links, but rather inspire your audience to actually engage with you online. Post questions, ask for feedback, and respond to comments. The beauty of promoting your blog content on social media is that you’re simultaneously building your brand, enhancing your public relations and driving more people to your site.

3. Post Multiple Times on the Same Platform

Sharing the same content multiple times on one platform is a challenging task, but one we totally recommend trying. The new Facebook and Instagram algorithms specifically make it even more difficult to get new content in front of your audience. If you do it strategically, chances are nobody will even notice what you’re up to. Use engaging language and never post the exact same message on social media twice. Mix up your headlines and customize your posts depending on which platform you’re using.

4. Don’t Settle for One Headline

Yes, we know headline writing is the hardest part of blog writing. And yes, we’re telling you to challenge yourself to write more than one headline for each new piece of content. This is especially important if you’re following the tip above and posting the same content multiple times on each platform. For the purpose of SEO, the title of your blog should be straightforward and keyword based. But for the purpose of social media, the title of your blog should be creative and attention-grabbing.

Customizing Your Social Media Posts

Each of your social media platforms have a life of their own, and should be treated as so. When you’re publishing new content online, it’s essential to customize your posts. Here are the nitty gritty details:

Facebook

Remember when we told you to humanize your brand? Facebook is the perfect place to do just that. The Facebook algorithm favors storytelling, so steer clear of using promotional language. You have unlimited characters to share your story, so we recommend including the first few lines of your post, giving some background, or asking your readers a question. And don’t forget to include that visual appeal.

Twitter

Twitter is the perfect place to tease your audience with a snappy headline, interesting image and a link to your new blog content. These types of tweets will first serve as an RSS feed, informing new followers that you have a blog and existing followers that there’s new content to be read. Tweeting your own content also positions you as a thought leader with expertise in your specific field, as opposed to retweeting other thought leaders. Be sure to strategically include hashtags, @mentions and photos/videos to get your content noticed by those who are genuinely interested.

LinkedIn

LinkedIn has its own publishing platform, so we don’t recommend copying and pasting your blog content on LinkedIn. After all, you want people to be visiting your site for new content! Instead, if you’re looking for how to promote your blog, find relevant LinkedIn groups and join their discussion. Be cautious of sounding too spammy by adding your links every time you post but instead contribute your knowledge in an authentic way. Answer questions, provide resources and position yourself as a thought leader. This tactic takes more time, but you are guaranteed to get your brand in front of people who are genuinely interested in your product or service.

Pinterest

Although Pinterest mainly focuses on images, it’s one of the quickest and easiest ways to promote new blog content. When you add a new post, think of each Pin as a header image for your blog, teasing the written content behind the image. Pinterest is also great for organizing your content into themes with the use of personalized Pin Boards.

Instagram

Instagram is the trickiest when promoting content because your profile is the only place you can include a direct link. We recommend trying it out by ‘gramming a relevant photo and posting about your new content in the caption. The key is to add the phrase “link in profile” at the end of your post, so your followers know where to find your blog. You can then edit your profile link to reflect your new blog posts. Instagram can be a good tool for letting your followers know you have a blog, and we recommend testing it out a few times and seeing how your audience responds.

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TikTok is the hottest new social media platform. But what does it actually do? You’re probably thinking it’s just some lip-syncing video app for teens. Although younger generations are gaining a stronger foothold in the economy, they are notoriously difficult to market to. However, TikTok provides the crucial first step into marketing to Gen Z.

Described as a mashup of Vine, Twitter and Instagram, TikTok provides an entertaining and relaxed platform where you can highlight a less curated version of your brand.

Why Now?

Only 3.1% of working professionals aged 16 to 64 say that their companies use TikTok for marketing activities (Hootsuite Digital 2022).

The potential audience aged 18+ that marketers can reach with ads on TikTok amounts to 19.4% of total internet users  – suggesting there is untapped potential (Hootsuite Digital 2022):

• It’s not as over-saturated as Facebook, Instagram, or YouTube
• It’s cheaper to advertise on as there isn’t a strong influencer community yet; there are far fewer users competing for sponsorship and ad placements
• With a predominantly youthful demographic, TikTok will help you create meaningful connections and interactions with Gen Z

Where Do I Start?

You need to understand how the app works. Generally, there are two main areas, the “For You Page”, and the “Following” page.

For You Page

You’ll find some of the most popular videos on the “For You Page”. At first, the app will show you all genres of popular content. Once you begin engaging with videos through “liking” and “sharing”, the TikTok algorithms will streamline your interests.

Consumers don’t need to be following anyone to have a positive user experience, making it an attractive marketing tool. Businesses have the capability to reach their target markets better than ever before.

Following Page

The “following” tab will show the most up-to-date content from the pages you follow – this usually depends on your interests.

So, What’s the Key to Success in TikTok?

Successful brands are taking the same approach as social media users. Create content that reveals your brand’s true personality. The more fun you have with it and the more relaxed the content is, the more likely users are to feel connected to your brand. This connection is one of the only ways to establish trust between the products or services sold and the consumer.

Here are three key strategies:

• Challenges
• Influencers
• Advertising

TikTok Challenges

TikTok is known for its incredible reach and the ability to go viral overnight. So why not create or sponsor a TikTok challenge?

Challenges are the bread-and-butter of TikTok. They have extreme viral potential. So long as they are easy to replicate and intriguing enough for the audience to want to participate.

1. Do your research
2. Create a hashtag worth sharing
3. Don’t lose sight of your brand
4. It must be memorable
5. Choose an appropriate audio
6. Establish clear rules and guidelines
7. Promote your challenge

Brands can create a community around a branded hashtag. When a user clicks on the sponsored hashtag, it leads to the hashtag challenge page. The hashtag challenge page features the brand logo, challenge description, sponsorship disclaimer and the ability to link to the company’s website or shoppable landing page.

GUESS sponsored the #InMyDenim challenge. They gathered more than 5,500 user-generated videos, a 14.3% engagement rate, 53.5 million video views, and more than 12,000 new followers for their TikTok profile.

Influencer Created Content

You’ve seen how successful influencer marketing can be on other social media platforms. Why not carry this strategy across to TikTok?

Businesses can pay TikTok influencers to:

• Talk about your product in a TikTok video
• Post about it in the video description
• Link to your brand in the description

Businesses do not need to collaborate with big-name TikTok users to be successful. Instead, you can work with various users within your niche market or followers who frequently comment and engage with your brand posts.

Advertisements

TikTok has launched its very own advertising platform, ‘TikTok for Business’, making it that much easier to track your brand metrics.

Businesses can now also pay to have their ads shown to TikTok users:

• TopView: Ads can be the very first thing users see when opening the TikTok app.
• Infeed Videos: Ads can pop up in between user content.
• Brand Takeovers: By creating images, GIFS and videos that link to your webpages or challenges, ads have the capability to take over TikTok for the day.

Wrapping Up Our TikTok Guide

Marketing to younger generations may be difficult, but it is not impossible. TikTok offers an avenue for businesses to engage with the Gen Z market, by playing by their rules and remaining authentic to the brand. Ultimately, this is no easy feat, which is why our TikTok guide into 2023 is so timely.

If you have any questions, want to learn more, or are interested in our social media strategy services, we’ve got you covered. Give Onya a call today to learn more!

Has your email marketing felt a bit static lately? Is your readership open rate or click-through rate declining? Perhaps content seems to be lacking or ideas just aren’t flowing like they once were. For us here at Onya, let us reassure you by saying: we’ve been there. 

If you’re putting minimal effort into your email campaigns, it may be time to take a step back and consider email marketing best practices. Email marketing is important because it is a key way to connect with current and potential clients. In fact, email is also 40 times more effective at acquiring new customers than Facebook or Twitter. For ten years in a row, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI. When you want to grow your business, acquire new customers, launch a new product, or offer a promotion, you turn to email because they are interested audiences who want to hear more. 

So how do you start to refresh and grab your audience’s attention once again? Listed below are some helpful suggestions to get the juices flowing and, more importantly, increase the response from your audiences. 

Reduce Massive Amounts of Text

Nobody wants to wade through large amounts of text, especially in an email. The majority of people will be reading on their mobile devices and will quickly lose interest if a 25-minute read is required. It can also be difficult to read long paragraphs on your phone so breaking things up into digestible bits will greatly enhance the user experience. Not to mention, your reader’s time is valuable, and they know that. Respect their time, and yours, by getting to the point, and quickly. 

Use Responsive, Visually Appealing Layouts

Ever get an email and think, “Man, this looks so bad. Not worth my time”. Or better yet, “This email is amazing! You’ve got my attention”. Design and layout play a big role in making sure audiences see what they need to see. Email marketing services have all kinds of email templates to choose from. Be sure to scroll through their options when you’re in need of design inspiration. Using your own branding, create 2-3 templates that can be used on a consistent basis. When the time comes to send an email, it’s easier to build when you only have to swap out content and images. Remember that the type of content being shared will dictate the best layout (i.e. if you have a video, make sure the video image is embedded and towards the top of the email). 

Practice Good Communication

You don’t need to be an English major to send effective messages, but you do need to practice writing clearly and concisely. When writing for consumers, you’re writing for a population with an attention span that’s less than 8 seconds. Some helpful tips for effective messaging include: 

• Personalizing the subject line - The subject line is your first impression and invitation to present more information. By including personalized elements like a person’s name, you can boost open rates by 50%.
• Avoiding Spam-Heavy Words - You might be offering “luxury” experiences or giving something away for “free” but your subject line is not the place to mention it. Make it evident that your content is meaningful and that you’re not here to waste time. Here are 100+ words to also be wary of when developing email content. 
• Keep It Short - As mentioned above, the longer you ramble on, the more likely readers are to bail and move to the next email. The general rule of thumb is to present the problem, present your solution, and give them something to do about it. While you might not have an actual problem at hand, it's helpful to ask the question, give a response, and give them options.  

Try Fun and Unique Topics

Not all emails have to be a sales push. In fact, the more interesting content you share with audiences, the more likely they’ll be to engage with your company. Here are some helpful topics and styles to consider: 

• Surveys - This can be as simple as posing the question: What problem can I help you solve? There are a host of options to choose from and an easy way to gain feedback quickly. 
• Devotionals - These are short, contemplative, and inspiring pieces to encourage your readers when they first open their email. It gives them a pause to breathe and reflect before diving into their work. 
• Podcast and/or Video Highlights - Content isn’t and shouldn’t always be text. Give them links to listen to your latest discussion with the local mayor or invite them to watch a video on how to change a tire. Get them active by providing varying sets of content. 
• Tips & Tricks/Professional Development - How to’s and professional development emails are resources that audiences can always refer back to. Give them sound bites of your top 5 keys to success or links to the best resources like training new hires. 
• Behind the Scenes - For those who are actively involved and like working with your company, a behind-the-scenes look is always intriguing. Give them the inside scoop and provide pictures or links to a blog detailing the keys to your success. 
• List Maintenance - This might seem like more of an obligatory task but in reality, it’s always good to check in with subscribers who haven’t responded in some time to find out if they still want to be on the list. You might also consider polling them to find out how you can better serve their interests or reduce frequency. 

Segment Your Audience Lists

If you want to ensure you’re only sending relevant content, segmentation is key. Once a user has signed up or purchased a product, you can ask them to choose their preferences by asking what interests them and what kind of content they’d like to continue to receive. Segmented email campaigns have been shown to drive a 760% increase in revenue, giving plenty of reason to consider adding this as a tactic. 

Review and Iterate

One of the greatest tools in verifying your email marketing is on target is the back-end analytics. While open rate can be telling, what’s more intriguing is the click-through rate. When testing new email formats or content types, watch to see if people are engaging the way you thought they would. If you included a video, are they watching it? If you shared an interactive poll, are they taking part? For other email templates, the look and feel might also generate more interest. Test and study 1-3 month’s worth of email campaigns and see which ones had the highest engagement. From there, it’s a matter of tweaking and iterating for maximum effectiveness. 

Troubleshooting and improving your email marketing can really pay off in the long run. One business boosted its click rate by 842%, getting more leads and sales as a result. Here at Onya, we’re always looking for new ways to get in touch and share ways in which email marketing has become one of the best ways to engage with those around us. Connect with us to learn more.

Ok, so, you've decided it's time to take your digital marketing game to the next level and partner with an agency. Smart move! But with approximately a gazillion agencies out there, how do you find the one that's right for you? Don't worry, we've got your back. As a digital marketing agency ourselves, we're spilling the tea on how to find your perfect match. Let's dive in!

Know Thyself (and Thy Goals)

Before you start swiping right on agencies, take a good hard look in the mirror. What are your business goals? Are you looking to boost brand awareness, generate leads, increase sales, or all of the above? Having a clear idea of what you want to achieve will help you find an agency that aligns with your objectives.

Pro tip: Write down your top three marketing goals. This will be your north star when evaluating potential agencies.

Do Your Homework (But Make It Fun)

Research doesn't have to be a snooze-fest. Start by checking out agency websites and social media profiles. Are they practicing what they preach? If an agency claims to be a social media guru but their last tweet was from 2019, that's a red flag bigger than the one in a bull-fighting arena.

Also, don't be shy about asking for case studies or examples of their work. It's like checking out someone's dating profile – you want to see the goods before you commit.

Look for Chemistry (The Professional Kind)

Just like in dating, chemistry matters in business relationships too. When you're chatting with potential agencies, pay attention to how they communicate. Do they speak your language, or are they drowning you in jargon? A good agency should be able to explain complex concepts in a way that doesn't make your head spin.

Check Their Street Cred

In the world of digital marketing, reputation is everything. Check out online reviews and testimonials, but don't stop there. Ask the agency for references and actually call them. It's like getting the inside scoop from your potential date's ex – sometimes uncomfortable, but often enlightening.

Size Matters (Sometimes)

When it comes to agencies, bigger isn't always better. A large agency might have more resources, but a smaller one might offer more personalized attention. Think about what's important to you. Do you want to be a big fish in a small pond, or are you cool with being one of many clients?

Show Me the Money (Talk)

Let's talk turkey – or in this case, budgets. Be upfront about what you can spend. A good agency will be transparent about their pricing and what you can expect for your investment. If an agency is being cagey about costs, that's a red flag. Remember, the cheapest option isn't always the best, but you shouldn't have to sell a kidney to afford good marketing either.

Jack of All Trades or Master of One?

Some agencies are like Swiss Army knives – they do a bit of everything. Others specialize in specific areas like SEO, social media, or content marketing. Decide whether you want a one-stop shop or a specialist. There's no right or wrong answer, it just depends on your needs.

Tech Talk

In today's digital world, the tools an agency uses can make or break your campaigns. Ask about their tech stack. Are they using cutting-edge tools, or are they still relying on spreadsheets and guesswork? A good agency should be able to explain how their technology will benefit your business without making you feel like you're in a sci-fi movie.

The Culture Club

Company culture isn't just for internal teams – it matters in agency partnerships too. Look for an agency whose values align with yours. If you're all about innovation and risk-taking, an agency with a more conservative approach might not be the best fit.

The Commitment Question

Before you put a ring on it (or in this case, sign a contract), make sure you're on the same page about commitment. Some agencies require long-term contracts, while others offer more flexibility. Think about what works best for you and your business.

The Proof is in the Pudding (or the KPIs)

How does the agency measure success? They should be able to clearly explain their reporting process and the key performance indicators (KPIs) they track. If they can't tell you how they'll prove their worth, it might be time to swipe left.

The Secret Sauce

Every agency has its own unique approach or methodology. Ask them what sets them apart from the competition. If their answer is "We're the best!" without any substance to back it up, that's about as red as flags come.

The Future's So Bright, You Gotta Wear Shades

We say it all the time, digital marketing is evolving. A forward-thinking agency should be able to talk about emerging trends and how they're preparing for the future. If they're still hung up on strategies from five years ago, they might not be the best partner for long-term success.

The Human Touch

At the end of the day, you're not just hiring an agency – you're partnering with people. Make sure you actually like the folks you'll be working with. You don't need to become BFFs, but a good working relationship can make all the difference.

Trust Your Gut

After you've done all your research, checked references, and asked all the right questions, don't forget to listen to your instincts. If something feels off, it probably is.

The Bottom Line

Finding the perfect digital marketing agency is a bit like finding your soulmate. It takes time, effort, and sometimes a few false starts. But when you find the right match, it can be transformative for your business.

Remember, a great agency should feel like an extension of your team. They should be passionate about your success, bring fresh ideas to the table, and have the skills and experience to back up their talk.

So, are you ready to start your search for "the one"? Armed with these tips, you're well on your way to finding your perfect digital marketing match. And hey, if you're feeling a spark with us after reading this, we're always up for a first date (aka a consultation). No pressure though – we believe in playing it cool. Happy agency hunting, and may the digital marketing odds be ever in your favor!

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