Posts Categorized: Industry News

On SEO and Paddle Boards with David Baer

On SEO and Paddle Boards with David Baer - LMH Agency

I had a great time sitting down with David Baer’s podcast, More Perfect Marketing, to talk about my personal entrepreneurial journey and how I went from owning a paddleboard shop to running a full-scale digital marketing agency for general contractors. We all start somewhere, and it’s usually different from where we end up!   

I’m a huge fan of David’s podcast because he dives deep into the backstories and motivates small business owners with his incredible community, books, courses, and research on high-impact digital marketing and scaling the smart way. If you haven’t checked him out yet, I suggest diving into his website at to learn more. 

In this podcast, David and I discuss so many nuances of my journey and lessons in business, including: 

– Starting my first business venture with my brothers based on a passion for wakeboarding (and failing)

– Launching two paddleboard shops that catapulted me into the publishing world

– Scaling our business through a sustainable, niched social media community

– Hiring friends and adding value to your business by being a giver, first and foremost

– Getting familiar with local marketing and supporting service-based businesses

– Learning by trial and error when it comes to partnerships and a bigger vision

– Understanding search engine optimization, the rule of reciprocity, and doubling down on what matters most to your community 

And so much more.

Don’t miss this one, especially if you’re in the home services industry! Listen to the full podcast below:

Apple’s Business Connect Puts Your Local Business on the Map

If you own a local business service or brick-and-mortar business, then you should definitely check out Apple’s Business Connect (ABC) feature.

Localized marketing is a booming industry that’s showing no signs of slowing down. For example, more than 1.6 billion local Google searches happen every single day. With so much growth comes new opportunities for businesses that are looking to enter this space. 

In this post, we’ll cover everything you need to know about Apple’s latest digital release that has the power to change the game for local marketing

Apple ABC update

What is Business Connect?

ABC for Home Services is a feature built into the Apple ecosystem that helps home services and trades contractors integrate their business with the Apple ecosystem. It’s basically like Google Business Profile (GBP) but for Apple Maps. This is incredibly important for brands who want to grow their business through paid advertising, SEO, and social media (which we all know is the fastest, clearest path to predictable income).

ABC is only available to entities that sell goods and services directly to consumers through the internet. If you’re looking to get in front of your biggest audience of potential customers, this is a must-have for you.

Why is Business Connect Important for Local Businesses

Localized digital marketing is exploding. As more and more consumers turn to the internet for home services and their local franchise businesses, the market has grown exponentially. So if you aren’t staying on top of the latest trends in geo-targeting and smarter-not-harder-marketing, you could fall behind – quickly.  

Essentially, Business Connect makes it so that when someone searches from their mobile device (which accounts for the majority of all web traffic; Apple users contribute to about 45% of all mobile traffic), they’ll be able to find your business and interact with you. It has some incredible features so customers can book with you immediately, see your business hours, navigate directly to your website, and host reviews. This was just released, so now is your chance to get ahead of your competitors!

How to Use Business Connect

If you want to integrate your business with the Apple ecosystem to win the digital marketing game (and trust us – you should), then you need to sign up for Business Connect. Once you’ve signed up, you can log in to the Partner Portal to begin setting up your Business Connect account. It’s FREE.

It’s a very easy process, and it only takes a few minutes.

Apple business connect

Once your Business Connect account is set up, you’ll have access to a variety of features that can help you grow your business including in-app marketing, push notifications, and a customer journey that helps you track customer interactions. When creating a push notification campaign, you’ll also be able to choose which channels you’d like to target. You can choose to include customer services, e-commerce, or push notifications that target users within certain countries.

The best part is that ABC offers analytics directly within the app so you can better understand your customers. You’ll be able to see what people searched before tapping into your location. This is super valuable because you can use this data to further refine and supercharge your digital marketing strategy. 

The Bottom Line

ABC is imperative to embrace so you can keep outranking the competition. Before using these features, however, you should take a few things into consideration. Give us a call today to see how we can help you get up and running quickly with Apple Business Connect.

4 Advertising Trends for Your Landscape Business

advertising trends

The landscape industry is actively growing, presenting an abundance of opportunities for businesses in this space. Advertising is essential for landscaping companies to connect with new audiences and expand their existing customer bases. 

In today’s increasingly digital world, it’s crucial for much of this advertising to take place online. Strategies like SEO, PPC, website design, and social media marketing can make a dramatic difference for growing your landscape business. Use these methods to effectively spread the word about your landscaping business and gain valuable new leads.

Search Engine Optimization

Search engine optimization (SEO) is the process of organically improving a site’s ranking through prudent keyword use. For your landscaping company, the best SEO is a combination of relevant service-related keywords and local keywords targeting the service area. 

A whopping 97% of people use the internet to learn more about a company. After performing a mobile search for a local business, 88% of consumers call or visit that business within 24 hours. It’s important for any local service provider to create content that will capture this audience of shoppers who are actively looking to make a purchase.

Pay-Per-Click Advertising

PPC ads help get landscaping companies to the top of SERPs (search engine results pages). If this prime placement garners attention, your company will pay for each click. It’s important to use the right keywords in PPC advertising so these clicks effectively convert into sales. You can gradually hone your PPC presence to yield lucrative results by paying close attention to campaign performance. It’s also important to optimize the landing page for effective sales, keeping essential information and the latest promotions front and center.

Social Media

Social media offers the opportunity for your landscaping business to actively engage with your customers. Each platform has its own strengths and weaknesses. Using them all for their optimal features can help your company deliver a powerful, multifaceted campaign. Highlight brilliant imagery on Instagram, target Facebook for interaction and post brief announcements to Twitter. Manage these social media accounts active and respond to all comments, messages, and shares promptly. For your landscaping company, visual posts are especially impactful. Social media offers the optimum space to showcase your successful jobs and seasonal outdoor features.

Website Design

A landscape company’s website is a prime point of contact for customers. This is the ideal place for a visual portfolio of the business’ work. Use photos or even videos to bring beautiful landscapes to life and inspire new potential customers to start their own projects. Keep contact information readily visible at all times so the visitor never has to search for the next step when they’re ready to convert. Include a detailed page for each service so customers can easily find all the information they need to research their needs and understand how your company will meet them.

A mindful combination of sleek website design, smart SEO, engaging social media content, and prudent PPC advertising can yield powerful results for your landscaping business. Working with a professional advertising team can help ease the burden on internal employees while garnering outstanding results.

9 Lead Gen Ideas for Electricians and Contractors

Electricians and contractors can both benefit from using digital marketing techniques to promote their goods and services. Using tools like SEO and paid Google advertisements can increase your company’s scope of influence, making it possible for you to generate more success from these worthwhile leads. Here’s a list of nine ideas you can use as an electrician or contractor to generate more leads for your business.

1. SEO

Search engine optimization (SEO) is a digital marketing technique that involves using specific keywords and phrases to generate higher rankings on the search engine results page (SERP). The higher content ranks, the more people are likely to engage with it. As a result, you can increase your websites’ click-through rates, improving your chances of finding worthy leads.

2. Paid Google Ads

You can use paid Google advertisements to generate more leads by purchasing ads for keywords your clientele is likely to search. For example, an electrician working out of Tuscon, Arizona, can purchase a Google Ad with the title tag “affordable electrician near Tuscon” that leads to a webpage detailing their business’ services and contact information. 

3. Social Media

You can market your business directly to consumers by posting on a social media account. You can also collaborate with influencers, create sweepstakes, or engage with followers through comment replies, stories, and live streams. By posting frequently on social media accounts, you can reach a much larger audience. 

4. Optimize Website

Optimizing a website involves making adjustments to its style, navigation capabilities, and content to better suit the needs of the consumer. You can use optimization techniques like adding drop-down menus, links, and customer feedback sections to make your website more accessible.

5. Blogging

Many businesses have turned to blogging as a way of engaging with clients and leads online, and electricians and contractors can do the same. By adding a blog section to your website, you can expand on topics relevant to your business and customer demographics to drive more user traffic.

6. Door-to-Door Marketing

Door-to-door marketing can help you make in-person connections with prospective clientele. This allows customers to ask questions directly about your services, which can produce a more long-lasting impact than other marketing techniques.

7. Printed Ads

You can use traditional marketing techniques to generate leads, like printed flyers, pamphlets, and business cards. Clients may feel more encouraged to seek your services if they receive a physical reminder of your business and the services you offer. 

8. Collaboration

Collaborating with other contractors is a great way to generate leads for your business. For example, an electrician can join forces with a plumber to offer packaged services at discounted prices. This makes home improvement easier for the customer, as they don’t have to hire individual companies to perform services.

9. Google Business Page

Every business can claim their Google Business Page, which details a business’s website, hours, contact info, and reviews on the first results page. Registering for the page takes less than an hour and is completely free. You can use this feature to make your services more accessible online. With these nine ideas, you can maximize your influence and generate legitimate leads that benefit the livelihood of your business. Contact us today at Lokal Media for more lead generation ideas or check out our blog for more helpful tips.

How to Create Incredible Niche Paid Campaigns

niche paid campaigns

A niche marketing campaign is not simply a scaled-down version of a broader campaign. Niche marketing relies on targeted paid ads to reach a specific customer base. Advertising in a niche can benefit your business by attracting customers who need what you offer. Find out how to get started creating a niche campaign for your business.

Identify Your Target Audience

When identifying your target customer, get granular. Learn about your customers past the usual demographic information. What interests them? Which social media sites do they populate most? Use this information to create a customer persona that represents your ideal customer. 

Now that you know your customers, how does your business solve their pain points? Your product or service fills a missing corner of the market, and your niche advertising should point out how. Think about the specificity in legal services, whether for real estate law or wills and trusts and how they advertise.

Set Media Goals

Before investing in a paid advertising campaign, set the media goals you want to reach. Be as granular as you were when researching your customer. How many conversions do you want to see? How much time will you spend crafting each ad? Is there a time of day you should focus your advertising because your audience is most active? Set short- and long-term goals, and use the analytics attached to your ad platform to measure your success.

Create an Advertising Budget

Many niche campaigns rely on pay-per-click (PPC) advertising. With the right keywords and on the right platforms, your ad ends up in front of your target audience, and you only pay if someone clicks on the ad. Your budget will revolve around the number of clicks you’re looking for and will change as you analyze your conversion rate and streamline your approach. Set a starting budget and revisit it frequently to help you maximize your investment.

Go Granular With Targeting

A successful niche campaign relies on your material ending up in front of the right people. Advertising platforms give you many demographic, location, interest, and activity options, which you can map onto your customer persona. Targeted market research is so important. Platforms also offer the ability to exclude specific criteria. For example, if you’re marketing home services, you’ll want to exclude tourists and visitors to an area.

Remember to Include Keywords

Your keywords matter, too. Choose high-intent keywords such as “buy” that indicate a customer wants to take action. Long-tail keywords help niche campaigns because they are specific. A shorter keyword might capture more people, but not all of these people are looking for your niche. Consider “buy aftermarket automotive parts in Dallas” instead of using a word such as “automotive.”Crafting a niche campaign is ideal for your business and is better with professional help. LMH wants to push your brand into new territory. Our extensive experience with niche campaigns, paid advertising, SEO, and social media means we’re ready to create a campaign for your business. We’re excited to get started, so contact us today for more information.

14 Questions You Might Be Afraid to Ask About Social Media

Social media is a useful tool for businesses of all sizes and across all industries. The ability to interact with a business via social media can boost customer engagement and loyalty, making it a worthwhile addition to a business marketing strategy. However, some business owners may have questions about social media or concerns they’re not sure how to resolve. Below are 14 questions that a business owner might ask about social media and the answers to each.

1. What Are the Company’s Social Media Goals?

Before setting up a business profile on social media, it’s helpful to establish goals that will guide the company’s actions on each platform. Figuring out the business goals as they relate to social media and interactions with customers also helps those responsible for managing the profile to know how to proceed.

2. What is a Hashtag?

social media questions - hashtag

A hashtag allows users to search for related posts with a shared keyword or phrase. To create a hashtag, include the # sign before a word or phrase. When using a phrase, don’t include any spaces between the words to make it clickable and searchable.

3. Should a Business be on Every Platform? 

Although there are three social media platforms that are most often used by businesses (Twitter, Facebook, and LinkedIn), additional platforms continue to pop up and become more popular every day. A business owner may wonder whether they should use the top three sites, set up profiles on new sites, or stick to one platform. The answer to this question depends on the target audience and niche. Businesses with a younger target audience may want to focus on the newest and most popular platforms, while those targeting established professionals may choose to focus their efforts on connecting through LinkedIn.

4. What are Facebook Ads?

Facebook ads are advertisements that can be targeted to specific audiences or individuals. The advertising options offered by the social media giant can extend the reach of a company’s marketing efforts. Ads show up in people’s timelines and news feeds, as well as on the right-hand column of the page. Customization options are available, including advertising to mobile versus desktop users and getting the ads in front of people in a particular area or demographic.

5. Should a Business Share Content from Other Sites?

Sharing content from other sites is an effective element of a social media strategy. It’s particularly effective if the business tags the individual or company who posted it first, as it may show up in the feed of the person tagged, extending the reach of the post. Reposting content can also help a business share more frequently and connect with a wider audience. When choosing content to share, it’s important to choose options from credible sources that appeal to the company’s target audience.

6. How Often Should a Business Post?

The frequency of posts depends on the niche and target audience in which the business operates. However, a company should post often enough to demonstrate its responsiveness and engagement through the platform. If a prospective customer visits a social media page of a business that has only a handful of posts, that individual may not engage with the company. Experimenting with different frequencies can help a social media manager determine the right frequency for the business and the needs of its followers.

7. How Is Social Media Success Measured? 

Measuring success on social media efforts involves tracking metrics and monitoring progress on the goals set when creating profiles. The most common metrics to track include click rates, follower growth, engagement rates, and referral traffic from social media profiles and ads.

8. How Much Time Will a Business Spend Maintaining Its Social Media Presence?

The time spent on social media management depends on the goals of the business. The main factors that go into a social media presence include content; campaign research and creation; engaging with the audience and followers; and posting updates. The frequency of posts will factor into the overall time spent on social media management. Companies that post multiple times per day on various platforms may have full-time social media account managers. Small business owners may allot 10 hours per week for social media.

9. What Mistakes Do Businesses Make on Social Media? 

One of the most common mistakes that businesses make is rushing to get content up, rather than taking the time to assess the quality of the content. High-quality content is more engaging and appealing to the audience, so it’s always best to create informative and useful content rather than just throwing posts on the page.

10. How Can a Business Attract Followers?

attract social media followers

Consistency is key in attracting followers that fit into a company’s target audience. Posting high-quality content often that aligns with the brand voice helps a business maintain consistency on social media.

11. What Social Media Management Tools Should a Business Use? 

Social media management tools can save time, particularly for companies that post multiple times per day. Using the tools available can reduce the time spent posting, which boosts productivity and frees up time to focus on other tasks.

12. Is a Facebook Page Required to Create Facebook Ads?

No, a company can advertise on Facebook without setting up a Facebook page. 

13. What is a Social Media Story?

Social media stories are video and photo collections that disappear after 24 hours. Using stories on a business social media page can improve engagement and provide insights into who is viewing the content and interacting with a company’s profile.

14. Does Post Timing Matter?

People are more likely to use social media at certain times of the day, and frequently used times vary by platform. LinkedIn users tend to engage more frequently at the start of the workday, while Instagram and TikTok users tend to log in during break times, such as their lunch hour or in the evening. Timing posts based on the volume of active users can increase engagement and boost the effectiveness of the effort.

Establishing a presence on social media and maintaining consistency are challenges that plague many business owners. LHM Agency can provide visual content that aligns with a company’s social media marketing goals and business growth. To learn more about our services, contact us today.

7 Things to Consider When Writing Content

Content marketing is a powerful and strategic way for a business to build an engaged following. High-quality content can boost page traffic, improve audience engagement, and increase a business’s credibility and authority. However, great digital content depends on a variety of factors. Here are some important things to consider when writing content for websites or social media posts.

1. Create a Terrific Headline

The headline is the most important part of an article since it must get a reader’s attention before they choose to read the rest of the content. Spending extra time refining a headline can improve the overall performance of the content. Using numbers or questions are two ways of creating headlines that make viewers want to read more.

2. Know the Intended Audience

A good headline is just a start to getting a reader’s attention. To get someone to read a page or post, the material must not only get their attention but keep it. Writing for a very specific audience helps hold their attention. Address the specific challenges or questions of the intended audience.

3. Analyze the Competition’s Content

Research content of similar businesses and observe which topics get the most comments or engagement. Use their content to generate ideas of compelling subjects for the audience and write on similar themes. Differentiate the content by adding specific brand elements that distinguish the content from competitors.

4. Conduct Research Before Writing

When writing content, take time to fully research the topic. Explore what content is currently published and generates engagement with the intended audience. Use Google’s Keyword Planner to search topic popularity by search volume. Once the content’s topic is determined, research the content. Then add credibility by including stats, precise data, and links to credible sources.

5. Share Actionable Tips 

Actionable tips, unique processes, and step-by-step instructions are all popular types of content across a wide variety of audiences. Share valuable information readers can implement or apply right away. The more valuable or relevant, the more likely they are to share it. Focus on problems the target audience struggles with and the business solves.

6. Develop a Unique Brand Voice

branding - content writing

The brand voice is the personality attached to a brand and includes elements like tone, character, and language. Consistency is extremely important for creating a memorable brand voice. Many businesses create a reference sheet identifying specific brand voice elements and terms, especially when the company has multiple content creators. Developing a brand voice starts with analyzing key elements of the business, including its core values, website, and digital assets.

7. Optimize All Content With Best SEO Practices

Digital content is formatted much differently than print or newspaper. Explore best practices for optimizing online content, like short sentences, short paragraphs, bulleted lists, and how to use keywords properly.

Writing effective content can increase a business’s organic traffic. Using these tools, such as compelling headlines and optimized content, can go a long way toward improving a website’s performance. Contact the expert design team at LMH Agency to create a solid and unique brand identity, from brand voice to logo to all other visual assets, and improve results from content marketing.

3 Big Mistakes Plumbers Make With Google Ads

Google Ads are an affordable and effective way to drive qualified prospects to your website. As a business owner, you must have a clear strategy and a solid understanding of this tool to get the best ROI. If you need help, we obsess over paid advertising to get the best results. Unfortunately, many service-based businesses make three big mistakes with Google Ads. Avoiding these errors can help you jumpstart your lead generation and get the best return on your advertising investment.

Mistake 1: Choosing the Wrong Keywords

The first mistake plumbers often make with Google Ads is choosing the wrong keywords. The goal is to use keywords that your target audience uses when they search for help online. For instance, “plumbing repair” may be too vague and attract people searching for DIY solutions. However, the keywords “reliable plumbing services” are more specific and clearly indicate the user is searching for a service. You can even go a step further to include your local region, city, or neighborhood.

Choose Effective Keywords

Thoroughly research your target market to understand exactly what words they’re most likely to use in a search. Proper keyword selection is one of the most important (and most challenging) aspects of digital marketing. Discover which keywords your ideal customers are using and also what keyword trends are common for the region. Other helpful tools include Wikipedia, blogs, and the phrases that appear at the bottom of Google’s search results. There are so many creative ways to find the best keywords, you just have to do a little research.

Mistake 2: Not Optimizing Keywords in Ad Copy

The second mistake many plumbers make with Google Ads is not properly optimizing keywords. Quality Score is a Google Ad metric that impacts whether ads appear on a search result. Optimizing the keywords in your paid ads is important to receiving a good Quality Score and getting the ad displayed on relevant search results.

Optimize Keywords

Proper keyword optimization can be challenging. Keyword optimization involves research and analysis to choose the best keywords and keyword sets for a company’s products or services. Tools like Google Keyword Planner can identify keyword variations and show the search volume for individual keywords and keyword sets. When optimizing keywords, it’s important to avoid overusing keywords, a tactic known as keyword stuffing and not put every possible keyword into the ad content. Including the keyword in the title and URL of the landing page is another optimization method.

Mistake 3: Sending Ad Clicks to a Business’s Home Page

This one happens all the time. The most effective ads send users to a designated landing page with a strategic purpose (such as filling out a form to receive an email) instead of a business’s home page. Directing visitors to a properly optimized landing page that effectively answers the user’s search query improves the Quality Score and advertising results.

Create a Powerful Landing Page

The most awesome landing pages have a single call to action (CTA) that guides users to perform a certain behavior, such as submitting their email address to receive a checklist relevant to the page’s content. This way, you can add your prospect to your company’s mailing list whether or not they contact the business. This is really helpful because you can use your mailing list to send targeted emails to encourage them to schedule a service with you or even use this list in further targeting your paid advertising.

Since Google Ads are so complex, a skilled marketing and digital service agency that loves getting results through paid advertising (like our team at LMH Agency) can manage your Google Ad campaigns from start to finish and provide the best return on your investment.

Email Marketing is not Email Spamming

Ok ok ok… we already know what you’re thinking. You think that Email Marketing is another wasteful initiative that just spams your clients/prospects. You might have even already tried this effort yourself and had seen quite the loss. 

But we are here to tell you that email marketing is pretty much the opposite of wasteful, and actually has one of the highest returns out of any digital strategy out there. 

“WHATTT?” – You.

Email Marketing is not Email Spamming - LMH Agency

Let us give you the facts.

In a world full of technology, about 56% of the global population has internet access, and almost 100% of that 56 has an active email address. This tells us that more than half of the world is using the internet and able to receive emails. 

Just look at your inbox, for example!  All of your subscriptions and email updates you like to receive from your favorite companies are strategies put in place to get you to buy into something-whether it’s their product, or even just to keep you interested or informed. 

Regardless, Email Marketing is a great way to stay connected with your clients and to engage with your prospects. It has a 4400% ROI and produces phenomenal results.

In fact, by 2022, Radicati estimated that 4.25 billion email users will maintain 1.86 email accounts on average. As of 2019, 4.33 billion people have access to emails, and 3.93 billion use emails. 

With mind-blowing numbers like that, we know you’ve got to be sold by now. But for skeptics out there, we’ll break it down even more based on where and how you should implement email marketing. 

Social media

Most email service providers have premade footers with social media icons for you to include links to your Facebook, Twitter, or other social pages. 

You can also set up your campaigns for easy social sharing. In other words, your subscribers can click a button, or copy and paste a URL, to share a campaign the same way they’d share a landing page.

Finally, you can embed user reviews, posts, and your own social feeds so your subscribers can connect with you wherever they hang out online.

Urban Outfitters put this visually pleasing email together to highlight their hottest posts (and products) according to their Instagram audience. Take note of the share buttons at the bottom of the email, too.

Content marketing

Email is the perfect tool for promoting your best blog posts. 

77% of people prefer email for permission-based advertising. It’s easy to forget that social media is technically permission-based because it often doesn’t feel that way.

With email, people have voluntarily given you their email address, so you know they want to hear from you and read your blog content. 

Marketing Sherpa found that 19% of people unsubscribe from mailing lists when brands are constantly trying to sell them something. It’s actually in your benefit to prioritizing blog posts, podcasts, tips, tutorials, videos, infographics, and other valuable content through email over promotional material.

You can make good use of your content with stunning newsletters and custom RSS feeds. U.S. Outdoor Store always includes a perfect ratio of interesting content and promotions in their email campaigns.


People who follow your social pages won’t always see your posts unless you promote them (which could cost you)—so these are not the best places to advertise something like a webinar.

With email, however, your subscribers genuinely want to hear from you, so they’ll be more likely to respond favorably to your webinars.

Real-world events

Social media can be dicey when promoting events. You often need to share a lot of valuable information to get people to act, and the posts are shown out of context or out of order. 

With email, you can create an onboarding sequence for your events. It offers you the option to spend time explaining the attendees and the event’s goals. You can also easily embed links so readers can RSVP and add the event to their calendar. 

Taking control of your audience access and analytics

Email service providers don’t hold your audience hostage and make you pay to access analytics. You can easily learn about your subscribers and use that information to improve the performance of your future campaigns.

You’re also able to keep track of your most active and engaged subscribers, which will help you send retargeting campaigns—both through email and social media—so you’ll always know where to devote your marketing resources. Plus, you can identify patterns, trends, and possible new markets.

Email marketing is one of the most heavily scrutinized marketing methods in our post-GDPR world. At first, that thought might make marketers cringe. 

But it’s actually a good thing because it means brands must prioritize the privacy of subscribers over their own data collection. 78% of customers say they’re more likely to trust companies with their personal data if it’s used to personalize their experience through channels like email.

Since email gives you unrestricted access to your subscribers’ behavior, you can learn more about their interests and habits to create targeted campaigns. Personalization is important—even mandatory—going into 2020. 

To further personalize your emails, guide other digital marketing campaigns, and even plan future business decisions, send out surveys to your most loyal and active subscribers to collect quality data.

Email Marketing is not Email Spamming - Lokal Media House Agency

You’re not in control of the relationship—and that’s okay.

More than 75% of people prefer email marketing because they’re in control of the relationship. For consumers, email is a refreshing break from intrusive social media ads. Why? Because if they see something they don’t like, they can simply unsubscribe. 

Plus, email is highly regulated through GDPR and anti-spam laws. This hopefully doesn’t scare you, because these are good things. 

People will always know exactly how and where you got their email address. Since you’re only collecting email addresses from people who choose to hear from you, you’ll never waste money on your campaigns.

Encourage your subscribers to take more control over the relationship

Marketers gain the trust of their subscribers when they encourage them to take control of their inbox.

How do you do this? Insert a link to a preference center at the bottom of all your email campaigns and prompt all new subscribers to fill out that page. 

According to Marketing Sherpa’s survey, 45% of people unsubscribe from mailing lists because they receive too many emails (either from a single brand or in general). Another 91% of people unsubscribe because they aren’t happy with the content—either the campaign is too promotional, generic, or uninteresting. 

A preference center lets your subscribers tell you exactly how often they want to be emailed and what type of content they want to be sent. Here’s an example of a preference center by Brooks Running.

Stay at the forefront of automation and technology

Think the hottest marketing technology is only accessible to big brands with massive budgets? Not so. 

Email service providers give you access to cutting-edge automation features to create a human experience that 84% of customers say is the key to winning their business.

  • Segmentation
  • Customer journeys
  • Post-purchase communication
  • Re-engagement
  • A/B testing

The importance of email marketing has only grown over the past few years. We’ve discussed a lot in this article, so here are a few things we hope you take away:

  • Almost everyone who has internet access has at least one active email address
  • Email makes it easy to integrate all of your digital marketing campaigns
  • Email marketing gives you the chance to build personal relationships with your audience
  • Your subscribers are in control of the relationship—and that’s a good thing.

The final details…

It’s a big step to invest in Email Marketing and there is a lot of research that needs to be done before you start buying programs and building campaigns. 

First, you need to know your goal. Would your email campaign serve as a simple monthly newsletter? Or even maybe a complex drip campaign that would need to send SMS texts or even take payments? With our current technology, you pretty much have the Burger King option when building out a strategy- Have your way! 

It’s best to analyze the demand of your customers/prospects and what’s best for them when strategizing what type of emails should go out. In most scenarios, you should have multiple campaigns serving different purposes. 

If you are unsure, hit up your LMH Agency, we will help you determine your first steps.