This post was originally published on June 24, 2019, and was updated on June 7, 2021.
When it comes to setting up and managing an eCommerce business, learning how to write product descriptions may seem like a relatively simple task. On the flip side, if you sell multiple products, it can feel monotonous and repetitive. However, product descriptions shouldn’t be glossed over or written in a hurry. They’re a small but mighty tool that can work wonders for customer interest and sales.
Research shows that 87% of shoppers say that detailed product content is important to their overall purchase decision. Moreover, eCommerce sales are at an all-time high with consumers spending $861.12 billion online with U.S. retailers in 2020, a 44% increase from the previous year. You can’t afford to miss a piece of that pie with lackluster product descriptions.
A successful product description requires the right balance of storytelling, rich content and SEO awareness. Use the following guide (with real-life examples) to learn how to write product descriptions that will boost your sales.
Learn how to write product descriptions that tell a story
As you write product descriptions, try to describe an experience, not just the product itself.
Focus on making the reader envision themselves using (and enjoying) your product.
If appropriate, go as far as describing a time or place.
For example, look at the description for the below Bumble and bumble hair product. There’s a tagline under the product name “Sweat fearlessly. Clean Instantly.” Immediately, you already understand what this product does. Then the description further explains how you feel post-workout with sweaty hair, and how it can combat that issue. The benefit icons are just the cherry on top! (More on benefits later…)
Product descriptions that tell a story are persuasive to potential customers, nudging them towards the “add to cart” button. The story doesn’t have to be all flowery language — it can also include informative details. In fact, consumers are 131% more likely to buy from a brand after they consume educational content .
Apple is the masterclass example of marrying storytelling with information within their product descriptions. Cameron Craig, who worked in PR for Apple, told the Harvard Business Review:
“Our mission was to tell the story of how our innovative products give customers the power to unleash their creativity and change the world.”
You can see just that in the product description of the latest MacBook Air. The copy immediately educates the reader on how this product will optimize their personal and professional lives. They also break down complex technological specs (like CPUs) and explain what that means for users in practice, i.e., you can complete more tasks and waste less battery.
Write product descriptions that highlight your unique value proposition
What makes your product different from the rest? Your unique value proposition (UVP) is your product’s differentiator, it’s what makes it noteworthy, and also worth buying. You should include your UVP near the beginning of your product description to quickly convince customers.
If you aren’t sure what that might be, do a little competitor research to see what other brands say about similar products and figure out why yours is different.
For example, refer to GoPro’s description of their latest Hero9 camera. They highlight that the device takes 5K video and has 7x more resolution than typical HD content.
Not only do they speak about their best selling points but they also explain why this version is better than the previous iterations. The copy describes the benefits of Hypersmooth 3.0, the latest update to their stabilization technology.
Master product descriptions that consider your target customer
As you explore how to write product descriptions, think not only about your target customer, but also how they will use the product.
While features are important and have their place (more on that later), benefits create compelling copy that convinces the customer why they need the product.
When thinking about the product and customer, ask yourself:
- How will it make their life easier?
- What problem will it solve?
- What advantages will it provide?
Those are the types of benefits you should highlight first and foremost in your product description.
Read the first two paragraphs in Goop’s description for a skincare product. It immediately dives into what the product will do for the customer’s skin, describing, in detail, all the results users can expect.
Use product descriptions that match your tone to your buyer persona
When you write a product description, you also want to consider your target customer so that you can speak directly to their buyer persona.
One way to accomplish this is by matching the tone of the product description to your ideal customer.
For instance, if your audience is millennial consumers and you’re selling a lifestyle product, you can inject humor and frivolity to catch their attention.
On the other hand, if you sell professional-level tech products targeted toward business buyers, you’ll want to keep the tone more serious and detailed.
The perfect example of tone is Dollar Shave Club, a brand that made a name for itself with irreverent humor. Notice how their product description reflects its overall brand voice (and matches the tone of their audience) with tongue-in-cheek jokes.
Make your product descriptions concise and scannable
The above-the-fold section of your product page should contain the best copy. Remember that every word matters. Potential customers can scroll or click for more information if they’d like. That means your initial product description should be concise and to the point.
Whether you offer an expandable description or tabs below the fold with more features and details, the idea is to make the first product description scannable to hook the customer.
Scannability is also crucial for mobile customers so that they can see product descriptions easily on their phones.
Make sure to keep mobile-friendliness in mind as 79% of smartphone users made a purchase on their mobile device in the past six months.
Many brands use bullet points to help with scannability in their product descriptions. Notice how Home Depot includes bullet points in both its initial product description, as well as the expanded product overview.
Include multiple high-quality images with product descriptions
Holding a product is vital to certain consumers. Even with the eCommerce boom from the pandemic, a recent survey found that 46% of people still prefer to shop in stores. And 33% say it’s because they want to see, touch, feel and try out items.
You don’t necessarily need to hire a professional photographer to take product pictures (although if you have the budget, it can be worth it). High-res camera phones with portrait mode make it increasingly easier for eCommerce business owners to DIY product images.
When possible include images of the product in use, like someone wearing a piece of clothing, a customer using a tool — or even a screenshot of a digital product. These types of images help contextualize the product in action, which makes it seem more real and tangible.
Note how Thrive Market overcomes the issue of selling spices (becasue it’s essentially just a ground-up powder, it’s tough to really spotlight in an exciting way). But they still use pictures to their advantage, showing the packaging, so customers know what to expect. They also incorporate an image of a meal that uses the spice, helping to put the product into context.
Incorporate customer testimonials with product descriptions
User-generated content (UGC) is a powerful tool in driving sales for your eCommerce business.
Customer testimonials and reviews are the best types of UGC to include in product descriptions.
Reviews help to provide social proof that other satisfied customers purchased and used your product, which goes a long way to encourage potential buyers.
Recent research confirms that UGC influences the consumer purchase decision process.
Depending on the layout and format of your eCommerce site, you can include a link to the product review page, or have native reviews underneath the product description.
Some brands opt to cherry-pick positive reviews or testimonials and include it as a quote in their product description.
Make product descriptions searchable with SEO
If you want more customers to find your product with organic search (via search engines such as Google or Bing), write product descriptions with SEO in mind.
Each individual product page on an eCommerce site is another opportunity to include high-quality content that’s indexed by search engines.
When product descriptions are optimized for search engines, those indexed pages will ideally rank for your target keywords. In other words, a potential customer types in a query related to your product/brand, and your site appears as a top result in the Search Engine Results Page (SERP).
If you haven’t already, do some basic keyword research, so you know what terms and phrases to include in your product description. Keywords are terms that directly relate to your product that a potential customer might type into a search engine when looking to find it.
Make a list of keywords and naturally include them in product descriptions, details and anywhere on your product page.
Don’t forget about long-tail keywords— these represent longer phrase/question searches rather than specific two- to five-word keywords. To give you an idea, instead of the keyword “cleaning supplies,” a long-tail keyword would be “affordable organic cleaning spray solution.”
Google tells us more and more consumers use conversational search queries. Searches with “do I need” grew in popularity by 65% — these are searches like: “what size generator do I need?”
Their advice on using this to your advantage? “Lock down keywords and phrases typically associated with [your] businesses and then consider natural language search phrases that customers might be using to find them.”
Make product descriptions that include useful and technical details
After you craft and hone your initial product description, include technical and specific product details. As you’ve seen in the examples above, the product details section typically comes below the fold and under the initial product description.
However, that doesn’t mean it’s not as important.
Consumers have specific needs and concerns when it comes to purchasing a product, and details can be a make or break when it comes to conversion. Just think: what if someone has a skin allergy and can’t find the materials for a clothing item?
Your goal with product details should be to answer any question before a customer asks it, and provide useful information to help them on their buying journey.
A good example is Macy’s — they include the height and clothing size of the models in their product pictures. These details give the buyer additional insight into how items fit on an actual person, for example where a dress hem might fall.
A/B test your product descriptions
Once you nail down how to write product descriptions, don’t stop there. A/B test descriptions against one another to try out different tactics and find the best options. You can formally A/B test with marketing tools such as Google Optimize, Optimizely or Visual Website Optimizer.
Alternatively, you can do informal A/B testing by using different versions or formats for descriptions on similar products to see which sells better over a certain period of time.
Every eCommerce business is different, and there’s no-one-size-fits-all formula when it comes to product descriptions.
Testing your product pages will allow you to improve your descriptions to increase traffic and sales.
Make sure to check in with all product pages, if one seems to be selling better than the rest, try to repurpose that description on the low-selling products. Remember that data and metrics will help you refine your process.
Editor’s note: With dedicated product pages, GoDaddy Online Store makes it easy to update your product descriptions.
Learn how to write product descriptions to drive more sales
Product descriptions have the power to increase sales for your eCommerce business dramatically, yet large and small companies alike can struggle with them. Whether you have 10 or 10,000 products, it can be challenging to write unique, customer-attracting descriptions. But trust us, when you put in the effort, using the above tips, you’ll see the ROI!
The main takeaway? Don’t get disheartened when setting up your eCommerce store. Follow this guide, and with a little creativity, strategy, and persistence, your product descriptions will increase conversions for your online store.
This article includes content originally published on the GoDaddy blog by Erik Deckers.
The post How to write product descriptions to increase sales appeared first on GoDaddy Blog.
What Is a Niche Market and How to Find Yours
Jeff Bezos had a vision to build an “everything store”—an internet company that sold nearly every product type all over the world. In 2020, it’s safe to say he was successful, as Amazon sells everything from web services for startups to Nicolas Cage pillowcases. But when Bezos launched Amazon 25 years ago, it was simply an online bookstore.
Amazon’s origins are a fitting case study in niche marketing. One of the best ways to launch a business is by identifying an underserved segment of the market and tailoring your products or services to them. We understand finding a niche market can be difficult, which is why we’re here to help. In this guide, we’re going to explain the benefits of niche marketing and show you how to find a niche market for your business. But first, let’s establish exactly what niche marketing is, and provide you with some examples of how it’s done.
What is a niche market?
A niche market is a subset of a market on which a particular product or service is focused. The market subset is usually based on five different market segments: geographic, demographic, firmographic, behavioral, and psychographic.
Geographic segmentation splits a market based on its geographical boundaries, and is based on the assumption that our location informs what we buy to some degree. Demographic segmentation identifies markets based on demographic information such as gender, age, and income level.
Firmographic segmentation separates a market based on company or organization attributes, such as industry location, headcount, and revenue. Psychographic segmentation is about finding a market based on attitudes, aspirations, and values. Finally, behavioral segmentation is based on observed actions, such as usage rate or purchase preferences.
Niche marketing examples
A niche market is typically composed of a combination of different market segments and will inform the features, price range, and quality of the product or service. Examples of niche markets include:
Owners who like to dress up their dogs (demographic, behavioral)
Parents of children with an upcoming bar/bat mitzvah (demographic, psychographic)
Actors/actresses in need of SEO services in New York (firmographic, psychographic, geographic)
Each of these examples is based around an established industry (pet care, party planning, and SEO) and narrowed down to cater to a specific need identified within the market.
A niche market can be broad (i.e. soccer fans, people in need of legal help). However, it behooves small business owners just starting out to have a niche market that is as focused as possible (i.e. fans of the soccer club Manchester United, car accident victims in Philadelphia). As the business grows, it can broaden its niche to cater to new opportunities.
It’s important to note that a business can also serve a broader audience than just its niche market. A law firm, for example, can do more than just work with car accident victims in Philadelphia. A niche marketing strategy is simply a way to leverage your expertise in one area to stand out from your competition.
A few examples of actual niche marketing companies include:
Square: This point of sale company offers simple software to many small businesses that were unable to process credit card payments or needed an easier way to handle these transactions.
Lululemon: This popular athletic and athleisure brand caters to women and men looking for trendy fitness apparel or comfortable loungewear.
Zen Courses: This online course-building company targets entrepreneurs and business owners who want to create their own workshops and courses, but aren’t sure how to get started.
Why you should find your niche market
As a small business owner, tailoring your business to meet a specific demand in the market has several key benefits, including:
While it may take time and money to drill down and find your specific market, working within and marketing to a niche market is usually cheaper and less time consuming than trying to appeal to a broader audience. This is because it takes less time and money to develop and market a product or service and provide customer service that caters to a smaller group of people.
“You can achieve brand saturation within a niche market in a way that you never could within a broad market without spending billions of dollars,” says Gerard Boucher, founder and CEO of social media marketing agency Boucher + Co.
A niche market is a niche market because it is underserved. Therefore, if you identify a niche market, there shouldn’t be a lot of competition. Reduced competition can be good because it allows you to run your business the way you want without having to worry that you are being undercut or outmaneuvered by a rival.
However, if you find a niche market with little competition, one of two things are likely to happen: You’ll foster competition by finding success in the market, or you’ll realize that there is no competition because the market is not lucrative enough (we’ll talk more about finding a lucrative market in the next section).
Because niche markets are small, businesses can more easily build brand loyalty by focusing on the quality of individual customer relationships. This can be done through more direct customer interactions, such as sending personalized emails and thank you cards, accommodating special requests, and offering custom services.
These types of actions foster repeat business, which is key to survival for any niche business.
If your business has a digital presence (and it should), niche marketing allows you to be hyper-focused on a few very specific keywords. This will help you rank highly in search engine results, which can be an enormous driver of traffic and sales. To help you get the most of your niche market from an SEO perspective, consider publishing content related to your niche.
Remember: Getting in front of the right people is better than getting in front of a lot of people who may not be interested in your business.
Highly targeted marketing
We mentioned that it is cheaper to market to a smaller number of people, but it is also more effective. That’s because the members of a niche market are more similar to each other, meaning it is possible to craft marketing content that will resonate with a larger segment of the desired population. A smaller market also makes it easier to judge the impact of your marketing efforts.
Another benefit of catering to a niche market is that people with similar interests tend to be in contact with each other. For example, fans of the television show “Game of Thrones” discuss their interest in online web communities. If you’re doing a good job, people in your niche will spread the word to others, which is the most powerful form of marketing there is.
Focus your efforts
Focusing on a niche market affords you the opportunity to become really good at one specific thing. The better you are at what you do, the more you are considered an expert or leader in your market. This becomes a self-fulfilling cycle, as more customers will want to buy or work with the most experienced or well-regarded business in the market.
Establish a foothold
Finally, if you’re just starting out, you’re focused on establishing your position in the market. By finding a niche, you are guaranteed at least some demand for your product. This can help you establish an identity and build the foundation to eventually expand into a larger market.
How to find a niche market
Now that we know the benefits of finding a niche market, let’s explore niche market opportunities for your business. If you’ve already launched your business, you may have considered some of these factors. If you’re looking for business ideas, identifying a niche market can be a great starting point.
1. Choose from your interests
No matter what type of business you want to launch, it helps to start by asking yourself what you are interested in. Take a piece of paper and write down all of your hobbies, passions, and skills.
Once you have a list, consider your most important personal achievements and life lessons, and your approach to solving problems. Also ask yourself who you want to do business with, and where you want to do business.
How do these things apply to each item in your list of hobbies, passions, and skills? Ideally, your idea will arise naturally when you look at the combination of these factors. For example, you may love clothing and care deeply about the environment, so you decide to launch a line of eco-friendly leisurewear.
Considering all these things will ensure you choose a direction that you will be truly invested in. This is important because you will be spending a lot of time and energy in this niche, and your passion for the business will be your main motivating factor. In addition, if you don’t care that much about your niche, your customers will sense it, and you will be seen as a phony.
2. Explore the potential market
Once you have discovered a niche that you are interested in, you need to determine if enough other people are interested in it that it can support a business. A great way to do this is by evaluating the internet and social media traffic around keywords related to your niche market.
There are several tools you can use to evaluate search volume for specific keywords:
Google AdWords Keyword Tool
While doing keyword research, keep in mind related terms that pop up, as these provide insight into other interests within your niche market. AdWords and UberSuggest also show you how competitive each keyword is. If there is a lot of competition, your market might not be as niche as you thought. Also keep in mind the popularity of keywords over time, as this can show you if interest is rising, falling, or seasonal.
Boucher says that if a keyword has under 500 searches per month, you are facing an uphill battle in terms of demand. “Ideally you want between 1,000 to2,000 searches per month. With a number like that, you can test your product without burning through cash,” he explains.
Checking social media websites like Facebook, Pinterest, and Reddit can also provide a window into the interest in a particular niche topic. Check to see if there are a significant number of people posting about your niche, and if there are online groups where people discuss topics related to your niche. These people make ideal targets if your business decides to launch a social media marketing campaign.
Another approach you can take is asking people who you think would be prospective customers what their impressions are of your business. This can help you refine your idea and make it more market-friendly.
Finally, if there is any competition in your niche market, research them. How do they rank in search results? Is their marketing effective? What can you do better than what they are doing? Answering these questions can help solidify your business idea.
3. Determine profitability
Once you’ve found a niche market you’re interested in and confirmed there is an audience, you need to determine if you can actually make money focusing on that market. Online this can be done by checking Amazon bestseller lists, affiliate marketplace product lists like ClickBank and ShareASale, and dropshipping marketplace bestseller lists.
Each of these platforms informs you of the popularity of specific products, as well as what they sell for, which can be valuable in determining your own price points.
Another approach you can take to determine your price point is through digital marketing. Boucher recommends launching a targeted social media marketing campaign featuring posts with different price points and comparing the engagement on each post.
“These online focus groups can inform you of which price is most palatable, as well as general consumer interest,” says Boucher. “And it can all be done for a few hundred dollars.”
4. Promote your product or service
Finally, you need to market your product, collect feedback based on your marketing, and re-tool accordingly. Fortunately, because your market is so small and specific, you shouldn’t have to go through many variations of your marketing because the audience already has a lot of similar interests.
Boucher recommends marketing initially on social media as it allows for greater targeting and the ability to test multiple iterations of the same ad. As with any marketing campaign, it takes multiple impressions for a consumer to have brand recall. However, with niche marketing, it is common for a larger segment of the market to convert once they have brand recall.
“A niche market could have 5% to 10% of consumers with brand recall convert, compared to 1% to 3% in a broader marketing campaign,” says Boucher.
The bottom line
In 2008, Wired Magazine co-founder Kevin Kelly popularized the idea of 1,000 True Fans. In short, the idea states that to be successful in any line of work, all you need is 1,000 loyal customers who will buy anything you produce. If you generate $100 profit from each fan, you will earn $100,000 annually.
When put into the context of niche marketing, this means identifying a profitable market and working to reach peak brand saturation within that market. If you can do this, 1,000 true fans is within reach, and possibly many, many more.
This article originally appeared on JustBusiness, a subsidiary of NerdWallet.
Here is Why You Should Have a Special Budget for Marketing
“Marketing? We’ll get to it when we cross that bridge,” – said every failed startup and small business, always. Ideas and opportunities are only as good as you can execute them. And marketing is a critical part of the execution phase, not a post-execution thing that could be tackled with half measures.
Rather than a bridge that comes later on, it is the road from where your business starts its journey.
What is Marketing?
It is not all about spending money advertising your product. It is not broadcasting why you are the best for the consumer. Marketing is intelligent, smart, creative, and highly strategic work that requires a lot of thought-processing to be successful.
Marketing is of two types: offline and digital. Digital marketing is the clear winner. It is the technique of the modern age, the information era, where all businesses strive to become internet brands and attempt to overtake their competitors.
Like Samuel Adams, managing director of Promo Leads, has rightfully said, “If your business is the brand-new car, then the marketing budget is the gas it needs”. An actionable marketing strategy helps you achieve all that you set out to achieve. You are not going anywhere without marketing.
Marketing aims to improve your image. It amplifies the message you wish to convey. As a result, it builds bulletproof branding. Once you have the right branding, people will think of your business as a brand, an experience, and connect with the quality of your offering.
In other words, they will emotionally bond to what you have to offer. This transformation from a business to a recognized and trusted brand is not easy and requires marketing spend.
How Much Should I Spend on Marketing?
Most businesses spend 4-6% of their sales on their marketing. This is not good. This is harrowing. If you are in the same lot, you are losing out to competitors who are spending 10%, 20%, or even higher.
Remember, you have to spend money to make money.
Aim to set a budget in the range of 10-20% of your sales or projected sales.
How Do I Do Marketing?
By marketing, one means digital marketing predominantly.
First of all, you can find several reliable agencies who are willing to use years of marketing expertise to boost your brand image. There is nothing better than finding the right partner. For example, the digital marketing brand Promo Leads has converted so many leads and run so many successful marketing campaigns for their clients that they are single-handedly responsible for elevating the financial charts of entire industries.
This is what happens when you outsource to a reliable agency.
However, there is more to it than meets the eye.
When you are just starting, it’s completely fine to do it by yourself. Digital marketing has many organic aspects. Believe in what you are offering, find the right channels, and advertise the smart way. It will take time, yes, but will be worth it.
The first step is to audit your existing image. The image is the combination of your corporate identity, your communication tone, the design language you are using, and more. All these factors decide whether or not you connect with your consumers emotionally and empathically.
The second step is to understand the difference between advertising and marketing. Advertising is not marketing. It is a part of marketing. Apart from the core advertising techniques you are using, your marketing plan should ideally include video production, graphic design, PPC ads, social media advertising, print material, and perhaps more depending on your industry.
If you are taking part in a workshop or hosting one of your own, it is marketing. Partnering up with a firm to exchange information that will help your business grow? Yep, marketing.
There are many ways of digital marketing. Some are new and innovative while others are time-tested. Recognized brands such as the digital marketing brand Promo Leads are known to redefine digital marketing by coming up with breakthrough tactics.
Doing Good Marketing
Once that is out of the way, your focus should shift from allocating ample marketing budget to doing the right type of marketing.
- All marketing channels will not work for you. You need to identify what works for you.
- Go out of your way and approach influencers, partners, other businesses, and other people to collaborate and help alleviate your industry. You will be rewarded.
- Find new areas to invest in. Digital marketing is not a linear process, and only a versatile marketing plan will generate profit in the long term.
- Give back to the community and run CSR campaigns. These get noticed more often.
- Check which forms of media are consumed on which platforms. For example, video ads work nearly twice as effectively on Facebook than static graphics or carousels. Direct call CTAs work better for service providers in local SEO. And so on.
Email automation 101 — 5 steps to automate email marketing
This post was originally published on Sept. 20, 2019, and was updated on June 2, 2021.
Regardless of your niche, industry or sector, email is one of the most powerful marketing channels available to today’s business owners, offering an ROI of $44 for every $1 spent. Ultimately, however, your email marketing success depends on how it’s done. When it comes to squeezing the most juice from your email marketing efforts, embracing the power of email automation is essential.
This guide will walk you through the basics of email automation and show you how to automate your email marketing. We’ll cover:
- What is email automation?
- Overview of five steps to automate email marketing.
- Understand your audience.
- Plan your email marketing goals and strategy.
- Choose your email automation software.
- Welcome new subscribers.
- Offer enticing email autoresponders.
- Practical tips for successful email automation.
- Conclusion and next steps.
Ready to get started? Let’s go!
What is email automation?
Email automation offers a viable means of accelerating the success of your business, driving engagement, boosting your brand awareness, and expanding your bottom line in the process.
At its core, email automation empowers marketers or business owners with the ability to send scheduled or action-triggered emails to their target subscribers with relevant information, content, offers and information.
Email automation can increase email open rates and click-through rates. Plus, its intuitive nature means busy entrepreneurs can enjoy the results of email marketing efforts while gaining more time to take on other essential business activities.
A real win-win situation.
According to recent findings, 75% of leading marketers use at least one type of marketing automation tool. Plus, customized email automation workflows earn the highest click-through rates.
Studies like this attest to the unrivaled power of learning how to automate email marketing.
Let’s take a deep dive into how you can harness the power of email marketing automation to build campaigns that get real results in five simple steps.
5 steps to automate email marketing
Now that you understand what email automation is and how it can boost your business success, let’s look at how you can make it happen?
This essential, five-step guide explains how to implement email automation in a practical sense, covering the following key topics:
- Understanding your audience.
- Planning your goals and strategy.
- Choosing email automation software.
- Welcoming new subscribers.
- Offering enticing email autoresponders.
By the end, you’ll be able to use email automation and all it has to offer to make your enterprise a more powerful, more productive, more profitable business machine.
Ready? Let’s begin
1. Understand your audience
Let’s start with the basics. Before you start worrying about fancy, high-tech email solutions, it’s crucial to have a crystal-clear understanding of the audience whose attention you’ll be trying to snag.
Establishing your target audience is incredibly important to success as it will allow you to direct your email marketing efforts and create content that resonates with consumers based on their specific needs, goals and pain points.
Put simply: If you don’t know who you’re selling to how can you sell anything at all?
The answer? Well, you can’t. Not really.
With this in mind, let’s look at how you can understand your audience on a deeper, more meaningful level and boost your email automation success.
Start segmenting your customers
Professional marketers know how important it is to present leads with the right offers at the right time. Which is why understanding your audience is essential to catching them during the perfect stage in their buyer journey.
When it comes to email marketing, if you’re concerned with conversions, blasting a deal or offer to thousands of potential customers hoping that some of them will find it intriguing will not cut the mustard.
To get results you need to focus your campaign on the people who are most likely to convert into sales.
Tactics for segmenting your email list can vary and depend on what data is available to you. It’s possible to use things like your subscribers’ age, gender and location to create high-converting email offers.
Let’s take a look at the most effective strategies to help you get started with segmenting lists and increasing conversions.
Segment by location
Segmenting your email list by where people live is a great way to target a specific group. The strategy is especially effective when location plays a big role in the consumer’s purchasing decision.
For example, if a business is holding a special event at one of its brick-and-mortar locations, it makes sense to target your email to people who live close enough to the business to be able to attend. If you’re holding the event in Florida, it doesn’t make sense to target people who live in California. You can end up annoying the people who live too far away from the event to attend it.
You also might segment email subscribers by location when sending time-based emails.
If you send emails worldwide, you don’t want to send them all at once. If you do, some people may end up getting your email at an inappropriate time, and they’re very unlikely to open it. If you take time zones into consideration, you can send out email blasts when they are the most likely to be read.
Segment by gender
It’s no secret that men and women have different shopping habits, and you can leverage these differences when you segment your email list by gender.
If you have a range of products that cater to either men or women, then segmenting email blasts by gender makes a lot of sense.
This strategy also works for gender-neutral offers. Many people use it because men and women tend to respond differently to colors, words and images, so when you segment by gender, you can send an email that connects with their desires, and this leads to a boost in conversion rates.
Segment by age
People of all ages check email regularly, but depending on their age group, they are very likely to respond to emails differently. A 22-year-old recent grad is going to react differently than an 80-year-old grandmother.
If you segment your emails accordingly, you can target consumers who are more likely to buy your products.
Segment unresponsive leads
Prospects don’t respond to offers for a variety of reasons, but that doesn’t mean that you should give up on them.
Cold leads have value and it’s very possible that leads of this nature weren’t in the position to buy anything at the time.
If you stay in touch, it’s possible to catch these people when they actually decide to buy something.
Segment unresponsive leads so you can slowly drip them offers and helpful emails that you think might interest them. This consistent contact keeps you on their mind, and it makes them more likely to buy from you when they find themselves needing a product or service.
Email marketing segmentation takes a little time to master, but once you get it, you can send out more tailored emails. Your conversion rates will increase as people become more responsive to the relevant emails that you send them. In fact, effective customer segmentation boosts email open rates by 46%.
Once you’ve segmented your audience, you’ll be able to dig even deeper and build profiles on your archetypal customers — these are called buyer personas.
Build buyer personas
A buyer persona is a fictitious character you create to represent a particular segment of your general customer base. In doing so, you gain a deeper understanding of what drives different segments of your audience to buy from you.
As with most things, the more effort you put into building a buyer persona, the more value it will yield
The strongest and most effective buyer personas are those focused on market research, consumer insights and your own objective observations from your day-to-day commercial activities.
To build the perfect buyer personas, it’s essential to ask the right questions. To help steer you in the right direction, here’s a guide to the top 20 questions to consider when developing buyer personas for your marketing activities.
Now that you understand your audience, it’s time to move onto the next phase of the operation — planning your email marketing goals and strategy.
2. Plan your email marketing goals and strategy
Armed with a newfound understanding of your audience, you’ll be able to develop email marketing campaigns and strategies that will help you grow your audience and make the best possible use of your email automation software.
To achieve such a feat, it’s important to:
- Ask the right questions to define your marketing goals.
- Understand how to use iterative marketing to enhance your campaigns.
- Analyze the right consumer data to get a deeper insight into customer intent and browsing behaviors.
Questions to help define your email marketing goals
Before you dive headfirst into email marketing, sinking deep into the realms of email automation, you need to define your goals. These four questions will help you kickstart that process.
What do I want my audience to do?
Once you’ve gained a deeper understanding of your audience, consider the email marketing-driven actions you want them to take.
- Are you trying to increase sales?
- Do you want more people to attend your events?
- Are you hoping to increase brand awareness?
- Maybe get more website hits?
- Is becoming a thought-leader in your niche or field a top priority?
- Do you want readers to download a whitepaper or click on a certain piece of content?
As business owners, we tend to focus on the bottom line. And yes, for some companies, the goal might be an immediate uptick in sales. Then again, that might not always be your goal.
Perhaps you want to see a rise in sales in a year. To lead prospects to the sale, you may want to use email marketing to raise awareness of your brand. Whatever your primary aim, your written goals should reflect this.
How will I measure my results?
Circling back to data for a moment: without measurement, you won’t know if you’ve met your goals.
For instance, if your goal is sales, reporting on open rates won’t help you monitor your email marketing success. But if your goal is awareness, open rates could be a good measurement tool.
What if you’re trying to encourage content downloads? Then, you’ll want to track clicks within your email — as well as where those prospects go next. Here, unique landing pages (e.g. mydomain.com/whitepaper1) and phone numbers can help enormously.
What is my expected timeframe?
For your marketing goals to be meaningful, you need a deadline.
If you’ve ever tried to lose weight (10 pounds, right? It’s always 10 pounds), then you know the value of a deadline.
Email marketing is no different (except you can eat all the cupcakes you want). A realistic time horizon can help you set realistic goals and smartly assess your progress.
Set an achievable deadline and you’ll gain the direction, as well as the urgency, you need to set milestones and get your email marketing assets in place.
What resources can I devote to email marketing?
As you set your email marketing goals, remember that they should correlate to your email marketing or email automation budget.
Depending on the size of your company and what your email marketing initiatives are trying to achieve, the amount of time and resources you dedicate to your efforts will vary. Take every factor into consideration when developing your strategy and you’ll get the mix just right.
Now that you know what to consider to get your campaign off the ground, let’s move to the second phase of the email marketing strategy development process.
Iterative marketing with email
Whether you work in product development, marketing, retail or any other field, repetition often leads to superior results. With this in mind, let’s talk about iterative marketing (or repetitive marketing, as some call it).
So, what does it mean to practice iterative marketing with email?
Email marketing can be iterative on two levels:
- You can do several rounds of edits on any given email.
- You can keep challenging yourself to improve your overall email marketing strategy and execution.
Honing the individual email newsletter
Let’s talk about iterative marketing with email on a “micro-level.” You want to create a new drip campaign (a series of autoresponders) to welcome new subscribers.
Go with your gut instincts on what people want to hear from you. Put on some good tunes and crank out a series of three emails. Cue them up and wait for the magic to begin.
Revisit your current business goals. Think critically about what you want your new subscribers to learn, feel and do. Outline a series of emails. Share what you have with a business partner or mentor. Incorporate their feedback. Start over if you need to. Share version No. 2. Continue to tweak the content, design and links. Cue up your emails for a trial run. Check your stats or data after one week, two weeks or a month — whatever makes sense given your drip-campaign schedule. How many people open your emails? How often do they click your links? Is your drip campaign serving the intended purpose? If not, it’s time to iterate some more.
The first approach will certainly save you time, but if this is your email marketing modus operandi, you may well be selling yourself short.
The second option — iterative and evolving — will take more time and care but will almost certainly be more effective.
Now, many people find repetition frustrating. And it can be incredibly irritating to work really hard just to get lukewarm — or downright critical — feedback. But guess what?
Because it will prompt you to try new things, push yourself further and make every email you build more effective.
Constant email marketing improvement through qualitative and quantitative feedback
So, it’s clear how to iterate on the “micro-level:” Rework the current email newsletter until it’s gorgeous, compelling and worthy of infinite clicks.
But to get the most out of your ongoing email marketing efforts, you also need to gather data, ask smart questions of that data, and set new goals.
If you don’t like your click-through rates, then try something different with your design the next time. But don’t change everything at once, or you won’t be able to assess what worked (or didn’t work).
Using interactive marketing to shape your email marketing goals and strategies stands a far better chance of resonating with your audience on a more personal level — which in today’s world, is the aim of the game.
Now, onto the next stage of the email automation success process: Choosing the right email automation software.
3. Choose your email automation software
In the digital age, email automation software is the cornerstone of a successful campaign or strategy.
Now that you know who you’re aiming your efforts toward and considered the key elements of a successful email marketing campaign, it’s time to think about choosing the best email automation tools to help you execute.
Email automation tools can make the difference between losing out on potential profits and closing leads quicker than you thought possible — so getting your decision right is paramount.
What to look for in email automation software
To help steer you toward email automation enlightenment, here are the key attributes you should look for in email automation software:
Depending on the size of your venture, your personal commercial targets and your industry niche, you will need a plan that’s tailored to the success of your business. That said, the best email automation providers will offer a choice of price plans to best suit your email marketing strategy.
Any piece of email automation software worth its salt will be intuitive, easy to learn, and include functionality such as customizable templates and drag-and-drop email composers to make the entire process simple.
Most robust email marketing tools will integrate with other platforms including your website and social media pages to help you generate the most engagement from your campaigns and with the least amount of fuss.
Robust email marketing platforms will also offer automation to help you engage prospects at opportune times including anniversaries and birthdays. By capturing basic data, solid modern email marketing solutions will automatically send out celebratory messaging on these dates to connect with your audience and encourage more sales with minimal effort.
Service and data
Not only will a good email automation provider offer an exemplary level of client support but it will also offer access to comprehensive, easy-to-digest reports allowing you to measure the success of your campaigns.
If an email automation tool doesn’t optimize your emails and communications for the mobile experience, then you should avoid it at all costs. Moreover, solid email marketing software also helps remove bad email addresses and redundant subscribers automatically.
The best email automation tools
Now that you know what to look for in potential software, let’s compare the best email automation tools out there right now. This is a quick-fire list designed to inspire the selection process — so dig further if you’re curious about any of these offerings:
The GoDaddy Email Marketing software solution ticks all of the above boxes and is available in three price plans: Beginner (to get your email marketing efforts off the ground); Up & Running (the most popular option for budding online businesses) and Pro (for more experienced marketers with growing mailing lists).
With an abundance of email marketing automation tools available, it has never been simpler to customize an email automation workflow that empowers you to stay connected with your customers, keep your leads and prospects engaged, and even re-engage with people that have gone a little cold.
Consider your email marketing budget, goals and campaign requirements and you’ll find a tool that’s just right for you and your business.
4. Welcome new subscribers
Once you’ve taken ample time to understand your audience, plan a creative strategy, and select the right tool to help you automate your email marketing, it’s time to make a long-lasting impact by welcoming new subscribers to your mailing list.
Consumers’ first impressions of your brand can impact whether they commit to investing in your products or services.
One of the most effective ways of getting things off to a flying start with a new prospect is by creating engaging email campaigns.
Remember, a mediocre welcome email can cause as much damage to your brand as it can to your subscribe rates. So, getting it right is essential.
Here we’re going to look at various ways you can welcome new subscribers to your brand, exploring a mix of inspiring real-world examples as well as automated email response strategies and delving deeper into ways to automate email marketing.
Not every campaign will leave your readers on the edge of their seats, but here are proven ways to create a great welcome drip campaign.
Offer real value
Telling new readers once more how awesome your service is, is all well and good. But, they already know that: your subscribers have already agreed to get mailings and updates from you, after all.
So, offer them information, tips or insights that they can’t find on your website.
If you can, offer them a welcome email-only discount on a great product. Whatever it is, make it count — and yes, make it worth forwarding.
Leverage intimacy with humor and emotion
Your email subscribers are your inner circle. They represent a fraction of your total visitors and of everyone who knows about you via social media.
It starts with valuable information, but it’s also a matter of tone.
If your website is somewhat buttoned-down, your emails can be a little more informal. No need to go crazy with this, but you’re writing to your friends. You’re addressing people who already believe in you and your product. So connect. Tell a joke, share a personal anecdote, include a fun customer success story.
Do not be afraid to change your tone of voice with these customers.
Be brief and focused
Brevity is the soul of email.
Your readers have many other emails overfilling their inboxes. Make yours worth reading by offering real value while being quick and easy to digest.
Keep each email in your welcome email campaign focused around a single message, and try to keep the word count as low as you can — it’s the key to keeping your readers engaged.
Note: Blasting your subscribers’ inboxes mercilessly, without even a morsel of strategic thought or quality content, is your fastest route to an unsubscribe action, spam complaint or, worst of all, a poor opinion of your brand.
So, getting your welcome campaigns just right is essential. To help steer the success of your campaign from start to finish, here are two end-to-end welcome strategies that you might leverage to your advantage.
Creating a welcome series email marketing campaign
Imagine you just subscribed to the email list of a brand you admire. What do you expect to happen next? Well, this is a brand’s opportunity to make a good first impression with a subscriber.
A welcome series is a powerful way to set expectations for your email marketing campaigns while educating subscribers about your brand’s values, mission, and personality.
Consider a progression of two or three emails that supply subscribers with some or all of the following information:
- What type of content can they expect in your emails?
- How often should they expect to receive your emails?
- What are the benefits of being a subscriber?
- Can they interact with your brand on other channels? Which ones?
- What does your brand stand for? What are its values?
- What is your brand’s story?
- What action(s) should they take?
Always remember: Try to keep each email focused on a single core message — you don’t want to overwhelm subscribers with too much content at once. Hold fire on overly promotional content, taking a moment to create emotional connections with subscribers.
That said, offering an incentive to sign up for your email list — such as 15% off a first purchase or free shipping — is a valuable way to grow your subscriber list and boost your bottom line.
Once you’ve successfully embraced your customers with a welcome series, prompted them to take action and closed a sale, create a tailored repurchase series to encourage repeat customers.
Creating a Repurchase series email marketing campaign
Your repurchase series aims to provide subscribers with product or service recommendations based on their previous purchases.
It can move down a couple of possible routes:
Cross-sell: Recommend a product in a different category than the product originally purchased by your prospect. For example, if they bought a T-shirt you might recommend a matching pair of shorts or sweatshirt from the same brand.
Upsell: Recommend a product in a higher price tier than the originally purchased product. If your subscriber snagged a new suit jacket, you could recommend a classy watch to complement the ensemble.
Refer: Offering your subscribers an incentive (a year’s free shipping or online store credit, or a prize based on their specific shopping preferences, for instance) by referring a friend to your brand (encouraging them to sign up to your email list or make a purchase) is another personable way of boosting loyalty and encouraging repeat purchases.
If you can create relevant, personalized product recommendations, you stand a far better chance at driving repeat purchases and, in turn, boosting your retail sales. Magic.
Now that you understand the key elements of a successful email-based welcome campaign, it’s time to learn how to automate your email marketing on a deeper, more practical level.
5. Offer enticing email autoresponders
Once all of the cogs in your email marketing wheel are in place, it’s important that you put your automation strategies into play.
If you do this effectively, you will help to boost your overall productivity, reduce your workload, and ultimately help drive the kind of engagement that will propel your business to exciting new heights.
Fortunately, it’s never been easier to automate key parts of your email marketing strategy and make sure you’re sending the right message to the right people at just the right time.
This next section of our guide will help you to place your email marketing efforts on autopilot — or more specifically, catapult your success with a customer-grabbing email autoresponder campaign.
Let’s get started with a quick-fire definition: Autoresponders are emails sent to subscribers automatically, based on certain predetermined criteria.
For instance, you can set autoresponder emails to go out to new subscribers on a periodic basis. Once your email autoresponders are up and running, you can enjoy the benefits of email marketing, using up significantly less time in the process.
How to create an effective autoresponder email campaign
Here are the four key elements of any successful email autoresponder campaign.
1. Choose your platform
If you haven’t already, you’ll need to choose a suitable email marketing platform. You can always refer back to step three in our guide.
Once you’ve settled on a solution, you’ll need to familiarize yourself with its features and functionality. Keep in mind that each marketing platform uses different terminology.
2. Decide on your goals and strategy
Next up —nail down your goals and strategy. What is the end result you’d like to achieve with your email autoresponder campaign, and what methods will you use to reach your destination.
Why? Well, because having solid goals and a predetermined strategy can help anchor your decision-making, and will serve as a guide when you begin to draft your email series.
Each scenario is unique, but there are a few typical goals you might want to pursue, including:
- Orienting new users via a welcome sequence of emails.
- Attracting new subscribers and customers.
- Creating an automated sales funnel.
- Developing dedicated landing pages for your email marketing campaigns.
Which of these objectives speaks to you? Chances are, you’ll pick more than one.
Once you understand your primary goals, the strategy you use to get there will depend heavily on your own needs, industry and budget. But throughout, remember that maintaining consistent branding is key across the board.
3. Plan and draft your email chain
Planning out the emails you will send is just as vital as having a solid overall strategy for your email autoresponder email campaign.
A robust plan provides a roadmap and can help anchor your decisions just as it does when you’re setting goals.
It’s possible to become overwhelmed at this point, given the potential complexity and the fact that it depends so much on your business’s particular needs. But, following a few key steps will help you work your way through this task in no time:
- Take a piece of paper (or whatever writing medium you prefer) and note your goal and strategy at the top.
- Decide on an initial number of emails you’ll send and their frequency (e.g. once every two days).
- Start to fill in the slots with general email topics without worrying about creating a killer headline yet — just a rough idea will do. Here you should think about the reader’s journey as they move through the emails in a logical sense.
- Drill down into your email topics to make your your subject matter meet the needs, interests, and pain points of your specific audience
- Refine your topics and frequency, relating back to your goals and strategy as needed.
Now, for the final step.
Related: 50 engaging email newsletter ideas
4. Ensure your content is optimized for conversions
Of course, planning is all for naught unless your content can entice and convert your readers. In an email marketing context, we’re simply talking about successfully engaging and encouraging the reader to make a sale.
By offering personable, engaging value-driven content, you can potentially build a loyal, dedicated customer base that will be more willing to open their wallets. What’s more, inspiring content will provide you with an air of professionalism and brand authority.
All these elements contribute to the real aim of any email marketing campaign: increasing your click-through rates and sales revenue.
Fortunately, it doesn’t have to be overwhelming. Just focus on these key aspects when crafting your email copy:
- Ensure your subject lines are optimized.
- Don’t over-promote your products.
- Optimize your delivery times.
- Make sure your design is mobile-friendly.
Clear yet concise copy focused on your readers’ personal needs will likely be enough to meet your goals, so when you’re crafting your copy, think of your audience — and use your words wisely.
You understand the key elements of creating an enticing autoresponder campaign. Now let’s look at some general strategies to help give your efforts more direction.
7 automated email response strategies
Whether you sell products, services, information — or even hope — you can use these automated email response strategies to connect with your audience on an even deeper level.
1. Send a year of inspirational quotes
This is a fun one. A year’s worth of lovely thoughts — sent daily (or weekly, or whenever) — is a fantastic way to inspire people and remain top-of-mind.
2. Follow up after appointments or purchases
After an appointment, add your client to your “post-appointment or post-purchase” list and send them a follow-up autoresponder. It could be a thank-you note, a reminder to schedule their next appointment or an incentive to buy another product. Whatever works for your business.
3. Share rewards and incentives
Encourage people to subscribe to your email list by offering a downloadable reward like a song, an eGuide or a piece of writing. Commonly used by musicians and authors, the offer goes a little something like this: “Sign up for my newsletter and receive a free download!”
Once the subscriber joins your email list, deliver the reward via autoresponder. A solid strategy.
4. Serialize your eBook
If you’ve created an eBook or whitepaper, serializing your eBook via email is a great way to turn readers into subscribers (and subscribers into buyers). Send them a chapter a week with autoresponders!
5. Ask for online reviews
Your customers love you, right? But it isn’t always easy to ask for reviews on Yelp, TripAdvisor, etc. A savvy way to handle this is to send a sweet thank-you note after they purchase something — and include links to the important review sites.
6. Instill a sense of urgency about trial periods
This works wonderfully for both services and products. Set up a series of autoresponders to remind your customers that their trial period’s clock is ticking away. Educate your customers on the features they might have missed while also creating a sense of urgency.
7. Send a thank-you email on customers’ anniversaries
This one’s fairly obvious but certainly worth mentioning. Set an autoresponder to send a thank-you note after one month or one year. Reminding your customers that you appreciate them is an effective approach, indeed.
Fired up and ready to go? Let’s round out this guide with some practical tips for a successful email automation strategy.
Practical tips for successful email automation
Now that you know how to automate your email marketing and you’re brimming with content-fuelled inspiration, you’ll be well on your way to commercial glory.
Here are some practical bonus tips that will help you get even further ahead of the pack.
Start with a strong hook
Believe it or not, marketing has a lot to do with the human psyche. When you’re crafting your emails, you have to keep in mind what draws our attention and causes us to actually open one of the thousands of emails we receive. What makes that particular automated (or drip-based) promotional campaign more appealing than others?
Sometimes it’s a simple, “I was going to that store anyway and need a coupon,” but most of the time your emails are going to have to work a little harder to capture recipients’ ultra-divided attention.
Creating a successful hook boils down to five key principles:
- Creating a personal connection
- Offering exclusivity
- Generating reciprocity by offering gifts and rewards
- Encouraging social proof
- Leveraging reverse psychology.
Inspire email recipients to act
A clear and concise call-to-action should anchor every email campaign.
The nature of the human brain and what makes us tick comes into play here, too. You don’t need to be pushy; it’s all about piquing interest in a potential customer benefit so email recipients want to click or call or email to follow through on your promise.
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Use your call-to-action to let email recipients know what’s in it for them, especially on an emotional level, so they’ll take that next step.
Create content that looks and feels good
In our content-driven digital age persuasive copywriting is the cornerstone of any successful email marketing campaign, hands down.
If you know how to tell stories and use words that inspire, entertain and prompt action, you’ll watch your click-through — and conversion rates — soar.
To help fill your automated emails with the kind of content that will result in consistent success, here are three copywriting tips to consider:
Grab attention with the most popular word in the English language
The most popular word in the English language is “me.”
It’s not our fault. It’s an evolutionary survival mechanism, or as psychologist Susan M. Weinschenk puts it in her book, Neuro Web Design: What Makes Them Click: “It is a fact of nature that if you want to get and hold the attention of humans, and if you want to get them to take action, you need to engage the old brain.”
So, if you want to connect with the old brain, the first step is to use the most popular word in the English language: me. Just don’t forget that when writing in the third person, “me” becomes “you.”
“Make the customer the hero of your story.” – Ann Handley, marketing expert
Use storytelling to charm, amaze and dumbfound
There is something universal and compelling about storytelling. We like stories because they give shape to an otherwise seemingly random existence — and storytelling gets results.
So, how do you use storytelling techniques in email marketing?
Signal that you are telling a story. Think about when someone walks into the office and says, “Man, you won’t believe what happened to me at the supermarket yesterday …” What happens? Your coworkers put down their mobile phones and coffee cups and sit up and listen.
Withhold information. In one email, you could try: “What if we told you that there is a way to offer your customers ancillary products and services that will actually improve their overall travel experience? Well, there is a way, and I’ll tell you what it is a little bit later, but first …”
Be specific. Details enrich your story and give it credibility. “The dog ruined the woman’s dress when it jumped on her” is generic. “The muddy border collie ruined Julie’s crisp, pink prom dress when it jumped on her” paints a picture and brings your story to life.
Include well-crafted stories in your email copy because they will engage your readers.
Write like a human being
No matter how closely you follow the above tips, it won’t work if your email sounds like it was manufactured in some form of corporate, direct-mail machine.
An email is not a whitepaper or an annual report. It is relatively informal and conversational by nature.
That doesn’t mean you don’t want it to sound professional and business-like. Yet, even the most formal documents can assume a conversational tone.
These three copywriting tips will help make sure your email automation activities are worthwhile — so use these tips for reference whenever you feel a little lost.
Conclusion and next steps
Now that you know all you need to know about email automation — and more — the ball is in your court.
Remember: Your email marketing campaigns are only as effective as the content within them, so understanding your audience and their needs is paramount.
But, to accelerate your creative campaign efforts, email automation software is a must. Without it, you will fall behind your competitors quicker than you think.
To take your email marketing to a whole new dimension and enjoy the level of commercial success that you deserve, embrace the power of GoDaddy’s Email Marketing platform today.
Best of luck, email automation warrior!
This article includes content originally published on the GoDaddy blog by the following authors: Stephanie Conner, Natalie Cullings, Dean Levitt, Ben Jacobson, Tom Ewer, Eddie Gear, Maxym Martineau, Rachel LaCour Nieson, Tom Rankin, Oren Shafir, Emma Wilhelm and Erez Zukerman.
The post Email automation 101 — 5 steps to automate email marketing appeared first on GoDaddy Blog.
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