Key Questions to Ask When Choosing a Cold Email Service Provider

Planning a larger than usual email campaign? Are you ready to start taking greater advantage of cold emailing techniques to drum up new business? These could be great moves, but only if you have a good email service provider.

Choosing the right email service provider for your cold email marketing needs can be quite a daunting task. There’s a lot to consider when choosing a platform that will deliver on all your email marketing goals. So how do you make an informed decision, and what features should you keep an eye out for? Here are key questions to ask yourself as you go through the research and decision process.

How Easy Is the Platform to Use?

Ease of use should be top on your list when searching for the right cold email marketing service. A simple platform with an easy to use graphical interface ensures quick and agile use. Simple and easy to use platforms also improve the overall efficiency and reliability of your email campaigns while decreasing the resources required for troubleshooting.

Have a go at all the features the panel can provide, and also have different members in your organization – if such people exist – try out the platform too. Some ESPs provide trial versions which will give you an opportunity to test the features of the platform and find out the limitations it suffers from as well (because they all do, to a certain extent.)

How Easily Can I Incorporate Automation?

Automation – to some level or another – is key to many email campaigns and plays a vital role in the effectiveness of your drip and triggered campaigns; therefore, don’t opt for an email marketing platform that cannot handle automation.

Tailor-made campaigns that reach out to the audience at appropriate times will generate greater ROI in the future than regular bulk mailers.

An API (Application Program Interface) will help pave the road to smarter and intelligent automation; most email systems should have APIs to facilitate easier automation. In addition, the ESP should have enabling tools that funnel back into its automation program.

How Many Levels of Integrations Can I Implement?

Check out the ESP’s ability to implement seamless integrations. Does it offer web analytics? Can you integrate your CRM for better customer data management? What tools can facilitate the integration of your CMS (Content Management System)?

Integration ultimately benefits by improving the flexibility and efficiency of automation. As social media channels play a significant role in branding and customer engagement, find out if the email service provider can incorporate multichannel marketing through emails.

What is the Deliverability Rate?

Investigate the deliverability rate of the service provider; this is crucial to understand the agility and efficiency of the platform. If a provider has many handy tools and automation capabilities but a low deliverability rate, you might want to reconsider your options.

Can I Create Segments and Target Audiences With Ease?

As more and more data pours into your hands from your email programs, ask yourself: is my email marketing technology capable of using complex relational data to create targeted campaigns? Does my ESP allow for automated A/B split testing? Can I create well-defined segments with data fed back from earlier campaigns?

How Secure is My Data?

Most ESPs run on cloud-based technologies, and while usually secure, it is important to understand the tiers of security provisions that your email marketing service can provide. Good and robust systems keep your data safe and manageable.

What About Reporting and Analytics?

Your email campaigns need to be analyzed thoroughly to get a good feel for your audience’s varying needs. Easily interpretable reports with provisions for customizing reports and exporting data will make life easier for you. Data analytics also helps smooth out your campaigns across various levels increasing your leverage on prospects and/or customers. Check if the service provider has its own data analytics team who can interpret data that you don’t want to miss out on.

How Reliable Is Customer Support?

It can be difficult to find reliable and good customer support for technological devices and platforms. Customer support should play a pivotal role in choosing the right email marketing service. Does the ESP have a dedicated customer support line? Will the support team help you get more out of your campaigns, and foster healthy and friendly relations with your team? Answers to these questions should influence your decision.

Nevertheless, the best advice is to try and test as many ESPs you can, and choose an email marketing solution that will help you achieve your objectives and goals now, and provides the tools that will allow you to grow.

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Who Do You Trust With Your Cold Email Strategy?

Where do you/your reps turn for cold email best practices? For sales email best practices in general? How are you educating sales reps, or how are you educating yourself on writing the best email subject lines? Who do you trust with the actual email writing portion of your sales prospecting strategy?

Do you Google ’email templates’? Or even ‘free email templates?’

Googling templates can be dangerous. You won’t find a better-than-average way to start email conversations via Google. Because the Almighty G is everyone’s go-to source for subject line short-cuts. So basically, that’s a no, if you want your cold email and marketing emails to be a success anyway.

So how about going with a special software? Tons of would be lead gen pros and sales people do that. Yet 95% of the people I meet and talk to have gone that route experienced a complete lack of success using the tips, advice and templates these softwares offer.

Here’s why: The tips and advice are rubbish. There’s no other way to put it and we won’t single out any one provider.

Yes, we admit, it seems logical … turning to specialist vendors providing sales email automation tools. Automations can be good. For some things. But cold email is not one of them. What people/organizations fail to realize is that trusting software vendors to write your emails ensures sending messages with sub-par email subject lines and pretty crappy copy.

In fact, it pretty much guarantees you’ll be sending almost the same messages as tons of your competitors are using and you’ll build a habit of indulging in self-defeating communications habits that won’t work, will drain your energy, waste your time and basically make you/your reps feel like losers.

No, sales automation and engagement software providers aren’t evil. I get that. Many of these tools are quite handy. But setting email strategy based on advice from software providers is dangerous and foolish. Because they are not communications experts. They are tool experts whose clients need communications expertise … to use the tools.

It’s easy (for SaaS providers) to provide communications advice that won’t hurt clients, but won’t help either. Investing in quality communications expertise for software companies is not part of the SaaS business model. Even LinkedIn has invested in communications expertise to support its larger Sales Navigator clients, investing upwards of $200,000 annually.

Yet many of these big, fancy, sales teams end up failing. Some of them have even come knocking (figuratively at least) on our door, asking for help with their cold email communications technique. Because they have realised that LinkedIn’s communications tips aren’t on par and, in fact, are being handed out to their competitors as well.

Relying on software vendors ensures that you have zero competitive edge. Your tool is great. But your tactics are outdated. You cannot automate a great cold email. You can learn ways to make the process less time consuming, more efficient and more effective. But you can’t wave a magic wand and automate the process, not if you want it to be successful anyway.

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What are some common beginner mistakes in content marketing?

A lot of companies are now starting to take their content marketing strategy very seriously.
There’s a good reason for it too, as having a solid content marketing strategy can help you to attract more customers.
However, there are a few common mistakes that newbie content marketers make.
In this post, I will highlight a few of these common mistakes and provide some actionable solutions to correct them.
So without further ado, let’s get started.

#1: Writing in an academic/formal style

This mistake is understandable – after all, we are taught to write in paragraphs with a formal tone in school.  
However, whilst writing in lengthy paragraphs is acceptable on paper, on digital screens it is difficult to read
Tips:

• when writing digital copy, make sure that you do not have paragraphs that are more than four lines in length.
• avoid using complicated words, and unnecessary jargon – instead, stick to commonly used language.
• where appropriate, use bullet points and numbered lists to break up text, making it easier to be read on screen
• Use bold, italics and underline to draw attention to key points
• Insert royalty free images/videos to break up large blocks of text.

#2: Not optimising content for SEO  

When it comes to your content, it is vital that you optimise it for SEO.
In fact, content writing should be a significant element of any SEO strategy.
If your content doesn’t appear in search engine results, it will get less views.
For beginners, the idea of writing content and optimising it for search engines can be overwhelming.
Tips:

• Conduct keyword research
• Make sure you incorporate the keywords into your content
• Use subheadings which include your keyword
• Use an SEO tool such as Yoast SEO to make sure that your posts are optimised for your chosen keyword. Yoast SEO has both a free version and a paid version depending on your needs.

#3: Not adding any value to the reader

It may be tempting to use your company blog as a means to just promote your product or service, however, it is important that you also add value to your audience.
Tips:

• create ultimate guide style posts, with images and step-by-step instructions – this will provide practical advice to your audience  
• Make sure that you understand your target audience and write content accordingly.

#4: Not repurposing content

By repurposing content, I mean recycling old content into new content.
By doing this, you can:

• Reach a new audience
• Get the most out of your existing content

Tips:

• Repurpose an evergreen post into an infographic that illustrates the key bits of information. Visual content is much more engaging.
• Use your internal data to create case studies. These case studies can then be used to promote your service.
• Take out key figures and statistics and use them to create short posts for social media.
• If you have a podcast, you repurpose the podcast transcript into a blog post.

 Pearl Lemon is an award-winning SEO agency!  If you need help with creating an SEO-driven content strategy, get in touch!

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Can I Use Quora For Backlinks?

What is Quora?

Quora is a platform that enables the community of users to ask and answer questions on any topic.
Once answers have been provided to a member’s question the community votes which answer is the best answer by liking and upvoting the post. The post that is seen as the most useful, is then displayed at the top.

Why is Quora useful for marketers?

Quora has over 700, 000+ visitors each month.
Answering questions related to your niche helps you to build up your reputation in the industry.
Once you’ve written an’ answer to a question relevant to your industry, you can then insert a link to reference where you extracted the information from.
The last bullet point pretty much answers your question. For the remainder of this post, I will share some tips for marketing on Quora:

#1: Optimise your profile

• Upload a photo
• Write a short bio
• Include links to your company’s website

#2: Find questions to answer that are relevant to your niche

Use the search feature to find questions related to your business. You may want to answer questions that are new and have yet to be answered, or you may opt to answer the questions that have answers with lots of upvotes and likes.
Tip: Set up your email notifications so that you will receive a notification when someone asks a question in your niche.

#3: Create high-quality answers

Make sure that your answers are of high quality, and actually adds a useful insight to the community.
Get into the habit of adding key takeaways to your posts. This makes your advice more practical and actionable.
Optimise your Quora answers for on-screen reading.
A few ways to do this is to keep paragraph lengths short, add bold to keywords/terms, using bullet points and/or numbered lists and adding in pictures to break up large blocks of text.

Conclusion

If done properly Quora works!
If you’re looking for more information on how to get more relevant traffic using Quora, check out this video 
Deepak, the founder of Pearl Lemon features in it along with Andy Crestodina, Eric Siu and Joe Martinez – for SEMrush’s Youtube channel.
He shares tips on how to get 2 million views on Quora each week, how not to get banned from the platform and takes questions from the SEMrush audience. It’s definitely worth watching.
Well, that’s all for this post folks!
Thanks for reading! I hope that you are able to put this information into practice and start driving more relevant traffic to your site and getting more conversions as a result.
As we are on the topic of Quora, I’d be SUPER grateful if you could check out Pearl Lemon’s (my agency) Quora page.
There you’ll find even more tips and advice related to SEO, for achieving your digital growth goals!

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Nailing Your CTA to Get the Response You Want to Your Cold Emails

How do you really measure the success of any cold email campaign?

It is not the number of people who opened your email. Sure that is important . But it is really just a vanity metric.

It is not the number of people who read your email all the way to the end and loved your thoughtful comments. (well done though.. seriously)

The real metric of success of a cold email campaign is the number of people who actually take the desired action based on your email.

Do you want your prospects to click a link on your email and visit your website/ landing page? Or do you want your prospects to signup for a free trial of your product?

In many cases, you may want them to hit the reply button and schedule a meeting with you. Or, you may simply want to start a friendly conversation.

All of these are valid motivations to send a cold email. And getting your prospects to complete that desired action, that is the specialty of your cold email Call to Action.

As your prospect scrolls down your email and reaches your call to action, she reaches that make or break moment. Whether to take the next action or relegate your email to the archives.

Add too much friction and you lose prospects who may have been interested. Don’t make it persuasive enough and you lose the opportunity to nudge those who are close to the finish line.  

So what is the perfect CTA, just the right way to close an email to give you the best possible chance of actually getting the reader – your prospect – to do just what you want them to?

The simple, honest answer is that there isn’t one. Every business is different. every opportunity might be offering is different to someone else’s. But, there are some basics that, when you tweak them to suit your unique message can undoubtedly be far more successful than other CTA types. Here is a look at just a few of them to get you started.

Provide a Calendar Link

“Book a 15 min slot at your convenience and let’s talk about how we can help you grow your traffic. Here is a link to my calendar.”

This CTA works beautifully as an alternative the somewhat overused tactic of providing a specific date and time that you would ‘like to call’ that so many email marketers use (with very varied success rates)

Why? With the great new tools available to schedule appointments from an email freezing a mutually convenient date for a call has now become a breeze. No more back and forth conversations about choosing various dates, time zones, and options.

By providing your calendar link you are making it easier for the prospect to respond. All she has to do is just open the calendar and choose a date and time that suits her. Your prospect does not even need to hit reply and type out a response.

And what’s more, usually you can set up your calendaring service to send an automatic meeting reminder to both you and the prospect, again, in about half a click.

Reiterate your Value Proposition in the CTA

Which of these closing lines do you think is more likely to swing a prospect on the fence about whether he should speak to you.

Option 1: Are you free for a call tomorrow at 4 pm?

Option 2: Are you free for a call this Friday to discuss how you can increase your employee productivity?

Your Call to Action is another opportunity to reiterate your value proposition and gently persuade why your prospect should speak to you.  By reiterating your value proposition, you are helping them connect the dots between various parts of your email. And summarizing it in one simple and distilled benefit statement.

Ask a Simple Yes/ No Confirmation Question

“Is fixing {pain point} a high priority for you now?…”

Present your prospect with a way to overcome a pain point and then ask a question to confirm if it is a problem they currently experience. Or provide a solution to a problem and then ask a question to confirm if fixing that problem is a priority.

Also, if you are able to reach prospects at the right time with the right confirmation question, then that feeling of ‘you know me, you get me’ will translate into a meaningful response.

These are just a few ideas, as we mentioned. There are many more. Want to hear about them and other tactics for rocking your next cold marketing email blast? Then check out our founder Deepak’s great new resource here.

 

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What You Should Really Do About GDPR for Cold Email Outreach

GDPR. No doubt you are sick of hearing about it. We know we are. Prior to May 2018 when it was officially enacted, we read a thousand articles about it. And a thousand more since (one thing Pearl Lemon does better than almost anyone else; research.) And no doubt you have too. And you probably have the basic rules (almost) clear in your head.

You probably know that it is still OK to do cold email outreach on a B2B basis. You probably know that because the UK decided that B2B communications via email do not require an opt-in (that was one element of GDPR that the EU left up to its member states) And you may even wonder why you are getting all nervous about this stuff as we – as in the UK – are supposed to be leaving the EU soon anyway. But, as that is a political hot potato politicians can’t even figure out yet, we’re not going to and suggest for now you do keep GDPR in mind.

And that’s where so many of the articles we read fell down. They explained the rules. But very few gave a clear, simple outline of how you should implement them yourself in a cold email campaign. So here is that very thing:

Target Your Ideal Client Accurately

Think about the geographic location you want to cover, and the specific types of businesses that represent your best clients. If you do that, then most likely it is OK to make contact using a cold email introduction. Under GDPR you must have a good enough reason to be contacting the businesses with your email, be it a legitimate interest, necessary for initiating a contract, or required under a legal obligation but the good thing here is that is a pretty broad definition.

Respect People’s Wishes

If someone asks you not to contact them again honour the request. Make a note on their file not to contact them again, and ensure any other staff working with you understand what this means. The best way to do this is to use the email and domain blacklists or equivalent functions of whatever software and systems you are using. Many of them have added some very helpful GDPR protections so make sure you take the time to review them (and then actually use them)

Don’t Harass People

If you regularly clear the list of sent emails so that everyone is contacted again, consider doing that less frequently. Depending on your particular industry and target market, it might be reasonable to not email cold prospects more often than once a quarter for example. Don’t bombard people who haven’t subscribed with emails every few hours! (and actually, that’s always been a terrible idea, GDPR or not so hopefully you’ve never done it anyway)

Be Honest

Make sure that your email subject line is not a trick to open the email, as this can result in annoyance (to say the least). You know what it’s like when you see a video on YouTube or on Facebook with a headline that forces you to click it – and the content normally doesn’t live up to the promise. Instead, have a clear email subject line that conveys the key benefit that the reader is likely to receive if they take action. Again however, this is not something you should have needed GDPR to tell you, it’s basic common sense.

 

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How do you promote old blog posts?

So you’re wondering how to promote old blog posts? Read on…  
As I’m sure you are well aware, content is KING, and having content that is:

• High-quality
• Valuable
• Useful to the reader
• Highly shareable
• SEO-driven

Is bound to drive more traffic, and ultimately result in more conversions.
In this blog post I will share some tips on how to promote old blog posts:

#1: Ensure that your WordPress SEO is up to parr  

The great thing about using WordPress is that it already comes with some built-in SEO features.
You can further ensure that the content of your blog posts are optimised for search engines by installing a plugin called Yoast SEO.
Action point: once you have installed Yoast SEO, go through all of your old blog posts, and follow the guidance provided by Yoast to optimise all of your posts.

Also, you might want to consider getting an SEO audit done by an SEO expert.

#2: Use back-linking

One way to promote old posts is through back-linking.
When you create a current blog post, if you have an old post that is something you mention or talk about in your blog – link to that post.
This gives new audience members a chance to see the old information you wrote, without having to scroll through your history.
Another way you can promote your older blog posts is by going into forums, answering questions on Quora and Reddit, and reply with a solid answer and then link to your blog post on the subject.
That is one of the best ways to get your old blog posts promoted and seen again.
You can also post your blog updates on Instagram, Pinterest, Twitter, Facebook and in Google plus groups that are relevant to your niche.
Every now and then just ask, “Have you seen where we talk about [subject]? This might be something you need! [link to it]”.

#3: create some long-form evergreen content

Writing longer blog posts, that are  2000+ words should be a part of your content strategy.
Long form evergreen content tends to perform better than short 300-word blog posts and they also enable you to provide your audience with more value.
An added bonus is that producing high-quality long-form content will help you to establish a reputation in your industry.
Examples of long-form content include:

• Ultimate guides
• Ebooks
• Case studies
• Listicles i.e “24 of the best tips for [x]”
• Annual reports

#4: use visuals, facts and tweetable quotes  

Adding these elements will help to make your content more engaging, and in turn, make your content more shareable.

#5: Repurpose your old content

• If you have a collection of short blog posts you could perhaps turn them into an e-book.
• You could take the key points from your old blog posts and turn them into social media posts with shortened links back to the original content
• You could turn step-by-step guides into YouTube videos, with links back to the original content

I hope this has given you some ideas on how you can promote old blog posts!
 Pearl Lemon is an award-winning SEO agency! if you would like an SEO audit of your content, give us a shout!

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What Are The Best Digital Marketing Tips For Doctors?

Optimising for healthcare SEO is vital.
One strategy isn’t going to make an enormous impact on your website due to the many ways people search for doctors nowadays.
You should use multiple forms of digital marketing to increase your customer base and capture leads.
In this blog post, I will share some digital marketing tips specific to doctors.

Healthcare SEO Tip #1: Local SEO

Your potential patients will be looking for medical services nearby, for example, they’ll enter search terms such as “doctors in London”.
So using local SEO can help your medical service to rank higher in the organic search results.
Also, start asking your patients to leave reviews about their experience, on Google.
On-page SEO will also help you rank in the searches on Google.
Also, blog content that is search engine optimised, that lists the procedures you do, the team your company put together, customer reviews, etc. will help you attract more customers.
At Pearl Lemon, we offer both Local SEO services and on-page SEO services for doctors, so get in touch with me ASAP if this is something you are interested in!

Healthcare SEO Tip #2: Social media

Facebook Ads can help you to capture leads who are looking for a doctor in your area, around a certain age, searching for certain keywords.
It is vital that you keep your social media platforms updated, courteous, and knowledgeable about what you do. Show videos of your clinic, procedures (if you can), and pictures. People love social media – especially consistent and unique content.

Healthcare SEO Tip #3: develop a content marketing strategy  

Use your blog to publish content that is relevant to the field of medicine you are in.
Aim to write long form, evergreen content that will provide readers with deeper insights into medical conditions and treatments.
Be sure to avoid using medical jargon so that it is easy for your prospective patients to follow.
Creating such content will help you to build up your brand and reputation as a professional in the industry.

Conclusion

I hope these three points will help you to better promote your medical services via digital marketing.
It really is important that you have a strong online presence.
This will help potential patients see that you are trustworthy, transparent and an expert in your field.
Digital marketing isn’t just about finding one area (although sometimes that works), it’s about how everything works together to make the perfect strategy for your company.
Social media marketing, content marketing, email marketing, and SEO are important pieces and can work separately – but they work best together.
As a doctor, you may find digital marketing to be overwhelming, particularly with your busy schedule.
If this is the case for you, and you’re a doctor looking for affordable SEO services, let’s start a conversation about the affordable SEO packages my agency, Pearl Lemon has to offer.
Pearl Lemon is an award-winning SEO agency that is based in London in the UK however, we have clients from all over the world!

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Are Digital Marketing Agencies Useless?

To answer your question briefly: They aren’t useless (if of course, you hire the RIGHT agency for your business), but they’re not needed by everyone.
It just totally depends on how your digital marketing strategy is working for you and your business.
If:

• your digital marketing strategy is working
• you have a lot of customers/clients
• are happy where you
  

A digital marketing agency won’t be of any use to you.
However, if your struggling to find what’s working, can’t generate traffic, and have no idea about digital marketing – you might want to make use of a digital marketing agency.
What works for some businesses, won’t work for all businesses. You need to know what you’re good at, where you struggle, and where you need help.

This is also where a team comes in, and the areas are covered by specialists in those fields.
Saying that, be warned that there are some digital agencies that overpromise, and do not deliver the results you are looking for.

What should I do to ensure that I select the right marketing agency for my business?

• Ask lot’s of questions before hiring them
• Ask to see case studies of client projects that are similar to your needs – if they are confident about their ability to deliver, they’ll be more than happy to share these with you
• Read online reviews and testimonials from clients
• Make sure that the agency you are considering has a strong online presence.

So my biggest piece of advice is to do your research before hiring an agency.

How will I know If hiring a digital marketing agency is the best decision for my small business?

Consider hiring a digital marketing agency If you:

• Want to achieve long-term growth
• Need a significant increase in conversions
• simply don’t have enough time to master digital marketing and would rather delegate it to an expert in this field so that you can focus on running your business
• Have a high-quality brand looking for real RESULTS
• Are a newbie to digital marketing, or you haven’t gotten to grips with understanding how to develop an SEO strategy that actually works
• Are comfortable with making an investment on a monthly basis to improve your ROI

At Pearl Lemon, we specialise in SEO. 
From our client’s perspectives, hiring a marketing agency hasn’t been useless at all – in fact it’s been the complete opposite.
But don’t just take my word for it of course!
Here’s a testimonial from one of my clients:
“Pearl Lemon developed a marketing strategy set around Facebook and Instagram. We have both a company and personal Instagram that have grown by over 1000% and have inquiries and bookings that come directly from the platform. Furthermore, our focus on personal video drives 45% more engagement on Facebook. Ultimately, we’re busier than we ever were and are in a strong position for the future”. – Paul Lingard, Founder of Thirteen Ink.  
Check out more of our client testimonials here
If you are looking for, or even considering hiring an SEO agency for your small business, let’s have a chat about your digital growth goals, and the SEO packages we offer at Pearl Lemon

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Simple Tips to Improve SEO for WordPress Sites

WordPress is one of the world’s most popular content management systems, and it is certainly the number one choice among small businesses. There are lots of reasons for this; it’s very affordable (it can be practically free to use) using it is relatively easy and, thanks to the fact that is an open source platform […]

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How do I generate leads online without spending money on ads?

In order to get make more sales, you’ll want to generate leads online. Leads are qualified prospects that can become customers or evangelists of your brand. 👍 Here is a three-step strategy for generating leads online without having to spend any money on paid ads: Social media content SEO Email Marketing In this blog post, […]

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How do I SEO a shoe website to the top?

Shopify SEO is very important. If you’re running an e-commerce store selling shoes, and you’re looking to improve the SEO of your site, stay tuned! 🤗 Search engine optimisation is used to bring up your rankings in searches by using phrases and keywords in your content and descriptions. As a shoe website – you have […]

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Mastering Cold Email: Goorus Versus Masterminds

As an SEO agency, as is the case for any company, we actively solicit business for ourselves as well as for our clients. And as an entrepreneur for founded the company, I – as in Deepak Shukla – am still heavily involved in those efforts. And what you may not know is that I recently […]

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How Long Should My Content Be?

Introduction Unless you have a very authoritative domain, short-form content doesn’t tend to perform as well as long-form content. Search engine users, look for specific answers to specific queries and want detailed relevant search engine results. Therefore, it is in the search engine’s best interest to ensure that users get what they want and that […]

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