Email Marketing Benchmark Report – Key Learning

Yes Lifecycle Marketing have launched their annual benchmark report of email marketing – they analysed 30 billion emails sent in 2017 to measure the performance, open rates, subject lines, engagement and design.  This report can be used to focus on concrete and achievable goals for all email marketers in 2018.

The key finding? Email volume was up 18% year on year.

New subscriber email trends

Businesses and brands are sending more and more emails, but new email subscriptions have steadily declined throughout the year.

Throughout 2017, the share of new subscribers in marketers’ databases consistently declined, falling to its lowest point in Q4 when new subscribers accounted for just 3.5% of marketers’ mailable audience,” Yes Lifecycle Marketing.

Email engagement

In addition, 20% of a brands’ mailable audiences (those that has opted-in to receive emails) didn’t open an email in more than a year — representing a 22.5% year-on-year jump in inactive subscribers. However, open rates per subscriber did grow — with unique opens up 8.4 % year over year.  These figures show that email engagement is not keeping up with email volume.

Mobile email marketing

Mobile email conversion rates have caught up to desktop conversions, with both at an average of 3.3% for the year. But has email adoption on mobile hit a peak? Mobile email marketing events (open rates and clicks) surpassed those of desktop events over 5 years ago but in

With mobile open[s] and clicks making up 53 % of all email events over the last two years, email adoption on mobile has plateaued.” Yes Lifecycle Marketing.

Email-driven orders

Orders on mobile represented 46% of all email-driven orders — a 33 % increase year over year whilst email orders on desktops dropped 18%.

However, whilst the % of orders on mobiles increased, the average order value (AOV) for mobile orders still remains 40 % less than for desktop orders, with AOV on mobile at £41 compared to desktop’s £69 AOV – this mobile-to-desktop AOV ratio has not changed during the past three years.

Responsive design impact on email marketing

The report found that businesses that always send responsive email messaging— the design format that automatically adapts an email to the screen size – perform better on both desktop and mobile. For the brands that only used responsive design, their CTO (click-to-open) rate was 13.2% for mobile and 13.1% for desktop. Businesses that failed to use responsive design saw a smaller 9.7% CTO rate for both desktop emails and mobile emails.

Interestingly, the businesses that used responsive design inconsistently – only some of the time – performed the worst.

Email subject lines

The report took a good look at subject lines and performance analytics based on the offers listed in the subject line of an email. It found 23% of all the emails included an offer in the subject line, with 54% using a “% off” message.

Loyalty offers generated the percentages across the board for open rates, unique click rates, CTOs and conversion rates — this makes sense as this audience already have a relationship with the brand. Subject lines that include offers — “Free Shipping” or “ £ off” — generate four x the conversion rate of emails that do not have subject lines around offers, but they earn much less engagement overall with only a 2% conversion rate.

“The true bar for both engagement and conversion is set by standard emails that do not contain any offers in the subject line,” writes Yes Lifecycle Marketing. “Those emails drive considerably higher engagement than messages with offers, in fact, they generate 35 % higher open rate, 50% higher CTO, and 2x the unique click rate.”

So, there are many things to focus on when planning your next email marketing campaign, however it’s good to know that email remains the tried-and-true revenue driver generating more than 50 times its return on investment.

How to Get Started With Facebook Ads

Understanding and using Facebook Ads has become a core part of a successful online marketing campaigns, and paid advertising on Facebook seems to be one of the most immediate ways to get your posts seen with impact.

What do you get in return for your spend?

To give a little context into what is achievable with Facebook Ads, here’s what a budget of £3.50 per day could get you:

Page likes – 9 likes per day

Clicks to homepage – 1 per day

Boosted post – 787 new people reached

How do you get started?

Set goals – Think about why you are advertising and what your goals are – by doing this you’ll have something tangent to measure your campaign results against. Examples may be

Increase traffic to my website from Facebook

Generate new leads

Increase attendance to your event

Create engagement on your Facebook page

Launch the Facebook Ads Managers tool and click the ‘Create an Ad’ button in the top right corner.

Choose your objective – Here you will see 15 options you might want to achieve for your campaign. They fall into 3 general categories:

Awareness: such as generating interest in your product or service such as boosting your posts, promoting your page or reaching out locally

Consideration: getting people to think about your business such as downloading your app or increasing video views

Conversion: encouraging people to purchase or use your product or service such as increasing conversions on your website or getting people to claim an offer

Research shows that for a small budget campaign choosing objectives in the awareness category give   best value for money.

Define your audience – This allows you to customise your audience based on demographics (such as location, age, gender and interests) and is crucial for a successful campaign. Once you’ve chosen your demographics, Facebook ads will give you an estimated daily reach – the number of people you could expect to reach on any given day.

Set your budget – Choose how much you’d like to spend, either a daily budget or a lifetime for the whole of the campaign.

Create your ad! – This is your opportunity to be inspired and original – use images or video in carousels or slideshows, bold headlines, immersive copy in the body. There are templates to use in the dashboard or you can go ahead in start from scratch. Remember you want your images and copy to be enticing enough for people to click.

Choose your placements – Advert placement defines where your ad will be shown – in Facebook’s mobile News Feed, desktop News Fee and on Instagram. They recommend using the default placements from the objectives you chose earlier. For example to increase your brand awareness they recommend Facebook and Instagram.

Place your order – Once your ad is submitted, it will be reviewed by Facebook before it goes live.

Finally, remember that go-live isn’t the end of your campaign. You now need to monitor and analyse your results and tweak where necessary to truly optimise your campaign.

Killer Tips for Writing Email Marketing Copy

When it comes to email marketing campaigns, copywriting is one of the biggest determinants of whether a campaign succeeds or fails. A recent MarketingSherpa study found 72% of U.S. adults prefer to communicate with companies through email, and the number of active email accounts worldwide is expected to be at 5.6 billion by the end of 2019.

Here’s 8 important reminders when crafting email marketing copy to help increase the opens, clicks and conversions of your next email campaign.

Keep it simple and strong

Once subscribers open your email you have a few seconds to capture their attention. So don’t use difficult words or technical jargon. Instead, write as if you were talking to a friend. But at the same time, keep your content powerful and to the point, to grab and keep interest.

Make your message scannable

Don’t overwhelm a reader with long paragraphs and lots of copy in the components of the email. Creating an email design that breaks up your copy with punchy subheads, numbered and bulleted lists, plus small bites of information will allow subscribers to quickly read it and grasp your main message. And when appropriate, use images to help tell your story – as the saying goes, a picture is worth a thousand words.

Be informal

Keep the focus of your email marketing copy on your recipients, rather than providing too much unnecessary information about your company. Try and sound like a human rather than a brand trying to sell something.

Not too spammy

Using keywords in email-marketing copy is important for boosting your website success with search engines – but always make sure your content is useful and well written. Email-marketing copy can sound often sound “spammy” when writers try to fit in too many keywords where they don’t belong.

Know — and write — for your target market

The more you can find out about the people on your mailing list, the better you can tailor the marketing message to meet their needs. Content relevancy is the key to email-marketing success. That’s why it’s important to use personalization and email list segmentation to avoid sending a blanket email to all.

Remember formatting

Once you get people to open your email, make sure you follow through on what you promised in the email subject line. If you don’t, you’ll likely destroy the trust between you and your email subscribers. Carefully craft subject lines and emphasise with bold text, italics and images.  The preheader—the snippet of text that appears right next to or below the subject line on iPhones, iPads, some Android phones, and most email clients—is another huge opportunity to drive customers to open your email.  However, remember not to overuse punctuation such as exclamation marks, UPPERCASE LETTERS (they shout) and emoticons. 🙂 – although the use of emojis are on the rise, they haven’t yet shown to impact click through rates.

Concentrate on a singular goal

Try not to clutter your promotional emails with multiple messages for users. Although you want to include multiple calls to action, they should all lead to the same place and meet one overall marketing strategy objective.

And finally…proofread, and proofread again

Seem obvious? Yes, but proofreading is often overlooked. Typos and inaccuracies in your email marketing copywriting can hurt your credibility with subscribers. And remember to test the links in your email text so they take people to the right website landing pages.

GDPR = Got Desperate People Rich(er)

Is your business GDPR compliant?

It’s a question business owners and marketers have heard far too much in recent months; and they will inevitably hear a lot more in the coming months, as the crucial (super smiley face) 25 May 2018 deadline fast approaches.

So, what is GDPR and who does GDPR affect and what action should you take?

GDPR – which stands for General Data Protection Regulation – was developed by the European Parliament and aims to strengthen data protection laws for individuals within the European Union.

It replaces the UK Data Protection Act 1998 and is supposed to simplify and unify data protection laws across all countries in the EU.  It does, however, have implications worldwide as companies who sell goods and services to EU countries, regardless of their geographic location, must be compliant.

Although it technically became a law on 27 April 2016, the Regulation becomes enforceable on 25 May 2018. At which point businesses need to ensure they are fully compliant, or they risk incurring hefty financial penalties.

Some people say complying with GDPR requires extensive planning and in some cases, a complete change in processes and procedures.

The reality, for most, is the change is minuscule. It should not be ignored but the changes and updates required are so small you could argue they merely constitute the best practice many organisations have been applying for some time.

Put simply, GDPR is designed to clean up some poor practices conducted by the few. It is the many though who are feeling the brunt.

Cottage Industry

It seems every type of company from Accountants, HR Advisory firms, Law Practices, IT companies, Greengrocers and Candle Stick makers… have been jumping on the band wagon of running seminar’s on the subject without truly understanding (or having read in some cases!) the Regulation and its subsequent Recitals.

It’s Regulation 2016/679. It’s 88 pages long and there are 173 Recitals…. by the way.

G.D.P.R = Got Desperate People Rich(er)

The Shocking Myths

Mainly the rumbles and rumours have surrounded the need to re-consent (re-paper) your existing database. You don’t (in 99.9999999% of cases). This has been magnified by the creative linking of actions by companies such as Wetherspoon’s (allegedly) deleting their entire email database. For the record, this was an entirely separate matter and conducted for different reasons, as has been documented.

How are businesses affected?

At the heart of GDPR is personal information, which is defined as any information that can be used to identify a person (directly or indirectly), including: name, identification number, address and IP address.

It also covers sensitive personal information, such as: genetic data, health, sex life, sexual orientation, religious & political views, mental, physiological, economic, cultural or social identities. Basically, anything that could put someone at risk of unlawful discrimination.

GDPR will effectively police the way companies collect, store and process information about individuals.

When holding personal information, businesses must ensure:

1) It is processed lawfully, fairly and in a transparent manner

2) That data is only processed for a specified, explicit and legitimate purpose

3) Any information held must be relevant to the specified purpose

4) All data must be accurate and up to date

5) No data is kept for longer than necessary

6) Information is handled and processed in a way that maintains security

7) There must be a ‘lawful basis’ for processing the data

But what is the bottom line with GDPR?

When it comes down to the ‘brass tacks’ GDPR is about consent. Yes one worthy change is the consent now has to be given for each channel of marketing (SMS, Email, Post, Telephone etc) and cannot be assumed to be global consent. But again, most larger businesses and some smaller ones too were operating in this way already.

Now though, all businesses must acquire consent post May 2018 that is “unambiguous” and demonstrable. Some will need to improve here….

They must also make it easy for that consent to be withdrawn. This is hardly groundbreaking, however!

Recital 171 of the GDPR, reads: 

“Where processing is based on consent pursuant to Directive 95/46/EC, it is not necessary for the data subject to give his or her consent again if the manner in which the consent has been given is in line with the conditions of this Regulation, so as to allow the controller to continue such processing after the date of application of this Regulation”

So if the consent you obtained pre-GDPR was obtained to a GDPR standard – i.e. the consent was “unambiguous” and demonstrable (i.e. auditable) in line with the requirements you don’t need to obtain further consent. (this basically means if you got clear and non hidden consent and it can be audited in some manner then its GDPR compliant).

Since these requirements didn’t apply pre-GDPR, for some (very small number of) businesses the consents obtained pre-GDPR won’t be valid once the GDPR comes into effect – and so they are likely to need to get new GDPR-standard consents. Or accept the risk of non-compliance and the increased fines.

But in the real world, outside of those air conditioned seminar rooms, the databases of most companies were built using unambiguous and audit-able practices.

Recital 47 of the GDPR says that:

“The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.” 

GDPR does acknowledge that direct marketing will often be a ‘legitimate interest’ (legitimate interests being a non-consent based ground for data processing) and therefore consent to direct marketing is sometimes not required under the GDPR as long as legitimate interest is “unambiguous”.

This means, the practice of purchasing or renting data from approved suppliers (read reputable and always have been. GDPR or no GDPR) for the purpose of direct marketing for use that easily falls within the realm of legitimate interest can continue. Phew!

Alas… G.D.P.R = Got Desperate People Rich(er)



Mobile Marketing: Why You Can’t Afford To Ignore It

The average e-commerce conversion rates for a mobile device are up 64% compared to the average desktop conversion rates and in today’s digital world, the importance of tailored marketing so they are mobile-friendly cannot be overstated.

Here are five reasons why the importance of mobile marketing that marketers need to include mobile marketing as part of their digital strategy:

1. Time spent on mobile devices is increasing

The average Brit checks their phone 28 times a day.. that’s at least one an hour and more than 10’000 times a year. Our smart devices have now become an essential part of modern life. Marketers are also responding to this development – it is estimated that by 2019, nearly 72% of marketing dollars in the US will be spent developing apps and advertisements for mobile platforms.

2. Mobile commerce and mobile marketing should be integrated

Mcommerce sales in the UK were worth 41 billion euros last year, which accounted for 43% of all ecommerce sales (figures from . And this trend is set to continue as consumers increasingly using their mobile devices to browse and purchase items. Businesses that develop integrated mobile campaigns to guide consumers from introduction to sale should see a considerable boost in revenue.

3. Shoppers use their smartphones in stores

Mobile technology gives consumers the opportunity to shop and compare whilst in store. Nearly 60% of shoppers now look up product information and prices using their mobiles in stores, making mobile strategy critical for retails. Businesses that have active mobile marketing campaigns can take advantage of this and confirms the importance of offering a seamless integrated customer experience, including mobile.

4. Using Short Message Service (SMS)

SMS has an open rate of 98%, and up to 90% of people who open the message will read it within three seconds far higher than email marketing. So tailoring your SMS messages so they appeal to customers will give them a reason to engage and seek out further details – and they will likely start on the device in which they just received the message.

5. Reaching a broader market

Mobile devices are smaller, lighter, cheaper and more portable than computers and laptops. Manufacturers are also responding to consumer demand by developing faster, more powerful models. Both provide marketers with the perfect opportunity to put their marketing messages directly into the hands of their consumers and to to reach a much wider audience by doing so.

Digital marketing is continually evolving, and mobile marketing plays a key role in that strategy. The shift toward mobile devices is a trend that will continue to progress, and businesses need to ensure they have a cohesive mobile marketing plan to connect with those digital consumers.

Fundamentals in Building Your B2B Marketing Strategy

B2B (Business to business) marketing strategies are often described in terms of direct and outbound techniques – messages that you might send straight to clients or prospective professional buyers that you’ve identified. These kinds of techniques still have a place in your marketing strategy, however the world of B2B marketing strategies has evolved and expanded.  Professional services buyers are much more likely to do a Google search to find and evaluate a firm than to check personal references.

Let’s take a look at some fundamental B2B marketing strategies that will help your business get ahead.

1) Research

From marketplace research to brand research, detailed studies will help you make more informed decisions and give you an objective basis for your marketing. Through your research, you’ll know your clients better — which puts you in a position to continue to engage with them.

2) Niche-driven Strategy

One of your most important business considerations is niche targeting. Research has repeatedly shown that the fastest-growing firms tend to be specialists in a carefully targeted niche. This should be an area of the industry that you understand thoroughly, a space in which you can become a leader and an expert.

3) A High Performance Website

A successful website is the hub of your online presence and an information-rich projection of your expertise into your industry. It’s also a critical tool for building visibility and the power of the design of the site need not be underestimated.  Web and graphic design can influence your audience’s perceptions and quickly differentiate a business from others.

4) Search engine optimisation (SEO)

It’s critically important that B2B companies understand the modern search engines. SEO is no longer how you can optimise your site rank by using keywords, instead it is now how about you optimise your company to be found by your target audience using different searches and on various sites throughout the search engine. This means you need to be ever-present on paid search, organic results and digital placements. It is an art of positioning your brand at every stage of the buyer journey, throughout the search results.

5) Social Media

The clear impact of social media on business has been growing for quite some time. The reason for this growth is simple – Facebook and other social media networks represent a large source of potential clients for businesses. Of course, the majority of these users won’t be B2B clients, but still, no other platform offers the same opportunity.

Business-oriented networks like LinkedIn have even more benefits for B2B and there is absolutely no shortage of opportunity to connect with potential partners and clients. For example, LinkedIn had 467 million active users in the third quarter of 2016, according to Statista. For marketers, this means that it is a goldmine of potential leads.

6) Referral marketing

Studies of referral marketing strategies in professional services have shown an emerging practice – over 81.5% of providers have received a referral from someone who wasn’t a client and the vast majority are based on a firm’s reputation for specific expertise.

By using content marketing alongside your B2B marketing strategy, you can build a brand with a widespread reputation for specialty in your area. This brand recognition can lead to referrals and new business.

8) Marketing Automation & CRM

Marketing automation replaces repetitive manual processes with automated ones through Marketing software. It brings together all of your online marketing channels into one centralized system for creating, managing, and measuring programs and campaigns. Make sure the size, complexity, and scalability of a prospective solution is a good match for your needs.

Customer Relationship Management System (CRM) is software that you may also want to invest in. Many firms use a CRM to track and organise opportunities, leads and client information. A CRM will help you stay organised and connected not matter how your business changes or grows.

9) Analytics and Reporting

A survey of 246 senior B2B technology marketing executives showed that 86% thought measuring and monitoring their marketing analytics to take appropriate performance-improvement actions was extremely important to the success of their digital marketing plans. Utilising analytics tools, technologies and detailed reporting across all your marketing activities can help you achieve a number of objectives such as improving your marketing performance, gaining better visibility into your sales funnel and understanding your conversion ‘best practices’

Analytics and testing help you truly understand what is working and what is not. Embrace them, use them.


The most important message is not to stand still – in order to remain competitive, you must constantly assess your B2B marketing strategies and find ways to improve.


Emerging Trends to Help Your 2018 Email Marketing

Email marketing continues to be an important communications channel yet competition in the inbox for attention remains fierce.

As a brand, you need to continually review your approach to email marketing by reviewing the latest trends. Below are a handful of and whilst some of these are not ‘new’ techniques, they are being increasing used and are vital to keeping up with your competition and engaging your audience.

Trend 1.  Respecting personal data will change your email marketing strategy

On May 25th 2018, new rules come into place regarding data collection, handling and protection (GDPR) enforced by the European Commission. It’s vital for marketers to comply with or risk hefty fines.

Data-wise it’ll be about leaner, cleaner lists as emailers respond to GDPR by removing non-compliant data and tightening their opt-in procedures.  Process-wise, we’ll see the continuing rise of automation for all email marketers – it is now available with even the lowest cost services all marketers are looking to drive timely, relevant communications more than ever through automation.

Trend 2. Mailable ‘Microsites’

A mailable ‘microsite’ is an interactive email, which allows the user to interact with the email interface within the inbox. The adoption of this technique will help to increase customer research, engagement, and retention through a more engaging approach to content.  Features of an interactive email may include

–        Integrated forms and surveys completed in the inbox’ without directing to an alternative online landing page

–        Easier ways to social sharing

–        Gifs, videos, and animations to engage users

–        Navigation bars that are integrating into your emails to increase clicks

–        Rotational banners to encourage interaction with the content

–        Countdowns such as adding in a countdown clock for sales and promotions will alert the recipient of the urgency to take action

Trend 3. Conversational tone

The tone you use in your emails affects the way your customers will respond. A conversational tone may not be the best to use across all sectors, but it does provide a more personal and genuine interaction between the customer and brand.

By using a conversational tone, you can ask your users questions, get them to think, and then give them the answer they need.

Trend 4. Mobile-friendly design

We now live in a mobile-first society, where content is consumed on the go, via mobile. It is now more important than ever to make your emails mobile-friendly. Slow loading emails that aren’t optimized risk low engagement rates and poor click-throughs. The design must be responsive to space it has to fill, easy to read and more importantly easy to scan for those busy consumers on the go.

Trend 5. Testing and deliverability

This comes down to the background work – making sure emails are opened with the correct design and delivered to the correct email folder. Without doing the background work, all your extra effort for design and copy are lost, and can have a negative impact on your customer engagement rate. Test your emails to make sure the design is perfective, the images load and the copy is exactly where you want and need it for consumer engagement

Trend 6. Personalisation and segmentation remain a high priority

Dynamic content (the HTML within your content which changes based on the recipient) remains important – creating a personalized experience for your customer with more relevant communications  This sits hand in hand with your segmentation and together they provide the user with a customised email.

The most basic and widely used form of personalization is the classic first name personalisation in the subject line or opening email line. However, simply ‘Hi {FirstName}’, doesn’t cut it anymore. The email audience becomes desensitised and are becoming more clued up with the emails they receive.

Consumers know that as a brand you’re sending out many, many emails as part of your marketing campaign, but they are also aware that you should now know enough about them to ensure that the content included is relative to them such as to recommend products based on their purchase history or a discount code for their birthday. With whatever data you hold on your customers, having the means to make sense of that data and ensure that with each campaign, every email is timely, relevant, and above all, useful to the recipient is key.

Secrets of Successful Video Marketing

If a photo’s worth a thousand words, then how much more valuable is video? That’s the basis of video marketing, a forward-facing marketing strategy that integrates engaging video into your marketing campaigns.

Use it across your entire marketing plan, from attracting customers, to promoting your brand, products or services. Video marketing can also be used to present how-tos, customer testimonials, and live-stream events.

Here are 6 steps to developing your video marketing strategy.

Allocate resources – Assign a budget for your video –equipment and decent editing software cost, as well as time to create it.

Centre around your story – Storytelling in video is the number one priority. So think about what stories do you want to tell and how will you tell them? Then outline your content and goals for each video – your video needs to have plan and strategy behind it as ultimately, you are trying to sell and engage.

Engage – It’s simply not enough to tell your stories, you must engage with your audience too. What will hook your audience and keep them interested?

Keep it short – There are many recommendations out there for helping you decide how long your video should be, but the general rule is that shorter is better. Remember to be ruthless with your editing and cut out everything you think you can afford to lose. Think micro-moments – intent-rich moments when decisions are made and preferences shaped.

Get it out there – Publish your videos far and wide – embedded in your website, on YouTube, facebook, and on your other social media channels. Then, promote, promote and promote some more. Remember to tag it up – ensure that your videos are tagged with relevant keywords and fully explained with fleshed out descriptions and unique titles.

Analyse – Just because you are published, doesn’t mean that’s it. You need to track metrics and analyse your stats and determine which videos do the best – and why. Determine what metrics will best determine a video’s success. Then, test and tweak your where necessary.

So SVM can help you connect with your audience – it is the bridge that links what you say, to who you are as a brand. It also helps build your backlinks profile, boosts likes and shares and drives traffic to your site. In 2017 video marketing will accounted for 69% of all consumer traffic, mobile video ads will grew 5 times faster than desktop and landing pages with videos led to 800% more conversion. So get filming!


More Ways to Sell on Social Media

The social selling landscape has changed. Instead of setting up a profile on a social network and hoping to get noticed by, you must take a more active role in putting your products and services in front of your customers. Here are six of the best ways to sell on social media using the most popular platforms and boost your conversions.

1. Facebook’s Marketplace

Last October, Facebook unveiled Marketplace, its new Craigslist-style shopping experience. This was designed after Facebook noticed many people were using the platform to buy and sell items. The purpose of the Marketplace is to keep transactions local.

Facebook users can log in to find items for sale in their immediate area andcan see what you have for sale. In essence, if you want to boost sales in your immediate geographic area, posting on the Facebook Marketplace can help.

2. Kajabi

This one is specifically for service providers – it helps you “productize” your offerings. Although you can advertise your services on social media, this service helps you to tap into the people who are plugged in online and sell to them — creating digital products.

Kajabi has made it possible to turn content and ideas into a sellable product. There are several types of digital products you can create and sell via Kajabi’s platform such as online courses, membership sites, live-event replays, and online coaching groups.  They integrate with other marketing channels such as Facebook, so you

Once your product is created, you can interact with your customers directly on the Kajabi website which provides a refreshing break from the traditionally distracting social platforms, such as Facebook, Instagram and Pinterest.

3. Instagram’s “Shop Now” button

Instagram’s key feature is the visual aspect- it’s easier to sell when people can visualize your product in use and convert to a sale.  With Instagram’s “Shop Now” button, they can. If you sell a physical product and want to get people who like your pictures buying your items, it’s worthwhile to add the Shop Now functionality to your posts.

When you click that button, you’re taken to the website to buy and currently Instagram are trialling an improved “Shop Now “ experience that enables buyers will be able to see the more product details. It seems like this is just the beginning for this platform – indeed, Instagram recently hired a team of e-commerce experts to continue building out shopping capabilities in the app.

4. Buyable Pins

Pinterest is another highly visual platform and again good for selling physical products. Last year, Pinterest introduced Buyable Pin, a pin that consumers can click on to go directly to a website and purchase the products. In the past, they’d have to hunt them down based on the pin, leading to lost sales. But the development of Buyable pins is slow and currently are only available to certain retailers on certain e-commerce stores such as Shopify.

5. Chirpify

No matter what you sell, engaging your followers is a foolproof to sell more on social media. Chirpify helps increase engagement through social media loyalty programs.

Chirpify gives your followers a reason to post about and engage with your brand. By rewarding followers for talking about your brand, you make it easier to spark conversation on social media about what you offer. By encouraging someone to post on social media with your brand’s hashtag, you can instantly send them a voucher or points in exchange for their efforts. Chirpify also offers built-in analytics so you can see what’s working and what isn’t.

6. Rendrfx

Video is powerful on social media. It gets your audience to stop scrolling and start engaging. With Rendrfx, you can create attractive motion graphics videos to share on social media. They offer plug-and-play graphics to make your videos come to life and promote your brand.

Basic Principles of Google Adwords

Google AdWords is Google’s own advertising service which allows you to place search results for your website on a search engine results page (SERP) by paying for them.

There’s no need to wait for your new site to work its way organically up the rankings. By using paid search you can see immediate results

Paid search

Paid search is the term we use for advertising within the listings of a search engine. These normally appear at the top or to the side of a SERP and increasingly look more like organic results. Currently Google places a small ‘Ad’ label next to them

Basic principles

As a marketer, you need to thoroughly research the keywords that a prospective buyer might use on Google, then create an advert that will appear on the SERP based on those keywords. Rival companies can bid for the same search term, often causing the top of a search engine results page to look like messy, cluttered and repetitive.

You also have to have to bid against other marketers on how much you’re willing to pay Google AdWords every time a searcher clicks on your advert. Obviously the more you pay, the more likely your ad will appear in the search results.

However, it’s not just the highest bid that is taken into account. Google also uses something called a ‘quality score’.

Quality score

Google looks at how useful and relevant your ad is to the searcher and the search terms they’ve used. It also looks at how many clicks your ad has received previously, also known as its click-through rate (CTR) and how relevant your landing page is.

For instance if the searcher types ‘Adidas Originals’ and your advert appears saying “buy Adidas Originals here”, once the ad is clicked this needs to lead the searcher directly to a page featuring Adidas Original trainers. If it just goes to your generic homepage, it’s not good enough. The higher your quality score, the better.


You pay Google AdWords each time your ad is clicked. The price you’re willing to pay for each click is called cost-per-click (CPC), you can pick a maximum bid amount, and, theoretically Google will bring you the most clicks possible within that budget.

Search Engine Optimisation (SEO)

Search engine optimisation (SEO): all the methods, tactics and processes by which you can increase the likelihood of your website appearing, and possibly ranking highly in the organic (non-paid for) search engine results. If you have a cracking Search engine optimisation tactics and methods that are increasing your ranking in the organic search engine results, then you may not even need to do paid search. However many marketers will recommend that both are vital to search marketing and complement each other effectively.