After the Sale: How to Upsell & Cross-Sell More Products
The selling process doesn’t end when the initial sale is made.
Otherwise, you’re missing out on a huge opportunity for additional income.
That’s because of a principle called the Pareto Principle — or the 80/20 rule — saying 80% of a business’s revenue comes from 20% of its customers.
And while your numbers may not match this exactly, there’s some truth to it. Most of your revenue likely comes from a small set of loyal customers.
While loyalty is an important factor contributing to that 80% of revenue, it’s not the only factor. Applying smart selling principles online can make a big impact on your bottom line.
Two of those principles are called upselling and cross-selling
What is upselling?
Upselling is the process of suggesting a better version of a product or service to customers going through the purchase process.
Imagine: you’re purchasing a car. You went in expecting to purchase the basic model to keep costs down. But, the salesperson extends an offer for power windows and heated seats at a discount. They want to get you into a better version of the car you initially came in for.
You decide it’s worth the extra cost to get the better car. Now you won’t have to hand crank the windows down when you’re driving on a nice summer day. You say, “deal.”
You’ve just been upsold.
The benefits to incorporating smart upselling tactics span further than profits. Upselling is another opportunity to show your customer you understand their needs and can help them solve their problems.
But it’s not the same thing as cross-selling.
So, what is cross-selling?
Have you ever grabbed a pack of gum while waiting in the checkout line at a grocery store?
If so, you’ve experienced cross-selling.
While upselling is the process of offering a better version of a product or service, cross-selling refers to the process of offering relevant products or services at the point of purchase.
One company that cross-sells extremely well? Amazon.
Let’s say you’re looking at purchasing a coffee maker on Amazon. If you’ve ever looked at a product on Amazon, you’ll probably see a section that looks like this…
Amazon is cross-selling relevant products based on your initial search.
But you don’t have to be a huge company to cross-sell or upsell effectively. Here are...
12 Revealing Post-COVID Marketing Statistics (& How to Act on Them)
There is no shortage of statistics from during the pandemic, showing drastic drops and soaring growth rates as our behaviors shifted so rapidly. But we're now halfway through 2021, well into the (dare we say it) new normal. It's time now to look at which changes have stuck and what we can do about them as marketers.
That's why we've gathered these post-pandemic marketing statistics for 2021 to help you come to a safe landing after a turbulent 2020. In this post, we'll provide
12 post-pandemic marketing statistics to know for 2021.
Explanations for what they mean to marketers and advertisers
39 specific actions you can take to align with these statistics and keep up with competitors.
With a better feel for how consumers and advertisers have settled out after the pandemic, you can make the best decisions on meeting your audience's expectations.
Post-pandemic marketing statistics for 2021
These marketing statistics span across search, social, video, and programmatic ads.
1. The average daily time spent with digital media is now almost 8 hours
This is a seven-minute increase from 2020. This is also in contrast to traditional advertising (TV, radio, newspapers, and magazines), which is 5.5 hours and decreasing.
What this means
An online existence is not enough. If you want to stay in the minds of potential customers, you need a consistent, multi-channel online presence.
What to do
Set up a professionally designed, lead-generating website with contact forms and use SEO to drive relevant traffic to it.
Post regularly to your business blog to increase organic visibility.
Set up complete, accurate, and consistent online listings—starting with Google My Business.
Invest in paid advertising, like search ads, social ads, or display ads.
Consider guest posting to reach a wider audience.
TalkSpace has done its online presence homework, appearing at the top of both paid and organic results.
2. Paid search and social were the only two channels to maintain positive growth rates during the pandemic
What this means
These two channels are clearly the ones advertisers are most confident in—and therefore the most competitive. It’s time to check in and make sure you’re making the most out of the tools available to you!
What you can do
Use LinkedIn Website Demographics to create...
How to Use Google Search Console (the Right Way!) to Improve SEO
Google Search Console is a powerful tool that business owners, marketers, and SEO specialists can use to elevate their site’s digital presence and organic traffic.
But despite its growing popularity, the Google Search Console interface isn't exactly the most elevated or intuitive to use. Hence the increasing volume of queries for “how to use google search console” over the years.
Search volume trends from 2017-2021 for 'how to use google search console.'”
Knowing how to use Google Search Console the right way is the key to turning all of that valuable data into practical insights for your SEO strategy.
In this post, we're going to cover four ways to use this free platform to rank higher, drive traffic, and produce top-quality content. You'll learn how to:
Confirm that Google understands the relevance of your content.
Check that Google is properly crawling and indexing your web pages.
Troubleshoot technical and page performance issues.
Run SEO A/B tests with the help of GSC’s daily rank tracking.
What is Google Search Console?
Google Search Console is a free platform that helps marketers and SEO specialists track and analyze their SEO performance. Users can also identify and troubleshoot technical and page performance issues in order to make their website more search-engine friendly.
Search performance metrics in Google Search Console
Not only is the platform completely free to use, but it is also the most comprehensive, real-time SEO dataset available anywhere.
How to use Google Search Console (overview)
Google has continually iterated on their Search Console platform to improve dashboard features while also providing comprehensive search engine performance data.
So although different features have been added and tweaked over the years, the goal of the platform has remained the same: to give business owners, marketers, and SEO specialists direct guidance on how to elevate their SEO performance—from both a content and technical standpoint.
At a high level, here's how to use Google Search Console for SEO:
Track keyword rankings, impressions, organic traffic, average position, and click-through rate (CTR).
Understand index coverage and confirm that Google crawlers are properly indexing web pages.
Submit sitemaps, disavow files, and removals.
Identify and troubleshoot page experience, Core Web Vitals, or mobile...
Apple Starts Gathering Your Personal Data in the Name of “Privacy”
Last week, Apple unveiled new Mail app privacy features for the upcoming iOS 15 and MacOS Monterey releases expected in September.
Having been in the email world for 23 years, I see these changes as both good and bad. Apple’s public discussion around web privacy is good, and I applaud their efforts as an extensive user of Apple products both personally and professionally.
On the surface, the privacy angle looks great to most people. However, this move further erodes privacy on the web and puts your data squarely in the hands of a very small number of large companies like Apple, Google, and Facebook.
I’m not saying this as CEO of an email company, but as an end user of the web who is also very privacy conscious (More on this below).
Apple’s release indicates they are making these changes:
In the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. The new feature helps users prevent senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location.
Image Source: Ryan Jones via Twitter
These changes will impact email senders in multiple ways:
Blocking a recipient's IP address from being seen.Making open rate tracking even more unreliable.
Blocking IP addresses
Your IP address is a computer address that points back to you and your activities when you browse the internet. That address might be used by just you, your family, or perhaps an entire school or business location. Apple will soon start loading images contained in emails via a proxy that hides your real IP address from the people that send you emails.
As an email sender, when someone blocks their IP address from view, it becomes more difficult to identify where someone might live in the world. This makes segmenting subscribers by geography for specific sales or sending in their local time zones less accurate.
So, the only way to determine someone’s location then becomes either the IP address they used to sign up for your list or when they might click a link contained in one of your emails.
For context, Gmail has done this same image proxying since 2013, Yahoo since 2018, and Microsoft Outlook since ~2018. This change by Apple impacts more email recipients, but it’s really just about Apple...
25 Lead Magnet Ideas (With Examples!) to Feed Your Funnel
As the summer gets into full swing and Q3 approaches, the familiar lead generation slump hits. We’ve all been there: people start taking vacations, stop answering their phones, and your sales team starts getting antsy for more SQLs. Oh, and there's also the whole cookieless internet thing, where first-party data collection on websites is more important than ever.
It’s prime time to set up some fresh, new lead magnets!
Read on so you can:
Learn what a lead magnet is.
Get inspired by 25 lead magnet ideas and examples.
Understand what you'll need in order to create lead magnets for your business.
With these tips and examples, you'll be well on your way to attracting more people to your business that you can convert into customers.
What is a lead magnet?
First, let’s define exactly what a lead magnet is.
Lead magnets are an incentivized marketing tool for increasing form fills. Typically, a business offers something free, but valuable, that target prospects will be willing to obtain in exchange for their information so that you can continue building the relationship. Plus, that information is all first-party data, which is becoming crucial in a cookieless world.
Lead magnets are often associated with the top of the funnel, but they can actually be used at every stage. After all, new prospects can slide into your funnel at any point. Or if they are entering in at the top, you'll need a way to keep them engaged and moving along through. So consider lead magnets to be offers that both attract leads to your funnel and keep them there.
Some of the core categories of lead magnets include:
Free consultations and trials
As you can see, lead magnets can come in all sorts of flavors, and as marketers, it’s our job to pick the right type to attract, engage, and convert our prospects. So let's look at some examples and ideas.
Quick note on these lead magnet ideas
I've categorized the ideas by stage of funnel, but I also know that every business has a different funnel and customer journey, so adapt these ideas accordingly.
Also, many of the content-based lead magnets are versatile. For example, a downloadable checklist could be used at the top of the funnel (wedding planning checklist) and in the middle (questions to ask before choosing...
Google Marketing Livestream 2021: What You Really Need to Know
Huge thanks to PPC experts Susie Marino and Francine Rodriguez for their collaborative efforts on this roundup!
Google Marketing Live, a brief history:
In 2019, we learned about Discovery Ads, Gallery Ads, and Max Conversion Value.
In 2020, we learned that even Google couldn’t withstand a pandemic.
In 2021, we learned that Alicia Keys hates being marketed to.
All kidding aside, many would agree that the key takeaways from this year's event are pretty ambiguous and confusing. We've been taking some time to digest everything so we can share the information with you as clearly as we can, and from a small business standpoint.
And here it is, our comprehensive overview of Google Marketing LiveStream 2021—the 17 most important announcements and what you really need to know about them. These will be categorized by:
Out of beta
We've got the short and long versions of them, with expert input, and one announcement that was made just days ago!
But first, the top 8 announcements from Google Live 2021 in a nutshell
Before we go into detail for all 17 announcements we'll be covering in this post, here's a quick snapshot of what we consider to be the top eight.
Cross-network attribution reporting.
Performance Max campaign reports.
Shopify + Google.
Image extensions in text ads.
Black-owned attribute in Google Shopping.
More accurate reporting in Ads and Analytics
Price competitiveness report.
Customer Match threshold was not really lowered.
Okay, now that we have that out of the way, we can dive into the deets.
Cookieless reporting announcements
Between cross-device behavior already being difficult to track and cookie restrictions on browsers, it’s harder than ever to obtain accurate reports to measure and improve your ad campaigns. Google announced three features that will help advertisers to get the data they need in this privacy-first world.
1. Enhanced conversions
Short version: This tracking feature uses hashed first-party data to produce more accurate, but privacy-friendly, reports.
More: Traditionally, third-party data has allowed advertisers to both show a user’s path to the ad that got them to the landing page (for proper attribution), and to track their behavior after they leave that landing page (for remarketing...
How to Create a Landing Page in 8 Steps
Creating a landing page is easier than ever these days, but it can still be intimidating to get started. Like most entrepreneurs, you may be concerned about time.
“How long is this going to take? Will it even be worth it?”
Answers: It can take less than an hour. And yes, it’s worth it.
But let’s start with why you want a landing page in the first place.
High consumer expectations and increased competition makes sales hard. Larger companies have been using targeted marketing for years now, changing how your customers expect to be treated.
In fact, “80% of consumers are more likely to make a purchase when brands offer personalized experiences.”
But now, using targeted landing pages, small businesses can live up to these expectations (and increase sales). Landing pages are easy and affordable, they can be built quickly — with or without pre-built templates — and they are surprisingly effective.
So start creating a landing page now — I bet you can do in less than an hour and start getting more sales fast.
In this article, I’ll go over why you should use landing pages to grow your small business and the 8 simple steps it’ll take you to set one up.
But first, what is a landing page?
A landing page is a web page that serves a single purpose or goal. Most often, the goal will be to sell a product or service, capture an email address or drive signups to an event or webinar.
A landing page usually targets a specific audience. In that case, it’ll include a header, imagery and text that speaks directly to the people you want to target.
Or, you might want to sell a specific product. Let’s say you’re an author looking to tell your brand new book. You could build a landing page focusing on sales of that one book. It could include an image of the cover art, a short description and a link to buy it.
Ultimately, the best landing pages are...
Simple — with clean imagery and headlinesDirect — leading visitors to a clear actionFocused — without distracting links back to a website
The visitor who lands on your page should know exactly what you want them to do in seconds. In less than a minute, they’ll decide whether they want to act — so keep your page short and to the point.
Related: Landing Page Best Practices to Help You Get More Conversions.
How do landing pages help build your business?...
How to Get Started with Email Marketing
Whether you are launching a new business or tipping your toes into entrepreneurship for the first time, email marketing can play a huge role in your success.
After all, email marketing can have a hand in so many important business tasks, like:
Growing your revenueConversing with prospects and customersGrowing your audience baseSharing important news and business updates Gathering feedback
But that’s not all. Email marketing can be an engine for your business growth, help you become a thought leader in your space, or even help you achieve the growth you need to quit your day job and work on your passion full time.
No matter what your goals are, email marketing can help you reach them.
If you're brand new to email marketing, you’re in the right place. This guide will help you get up and running with email marketing in no time.
What is email marketing?Why do you need email marketing?How to get started with email marketingHow to choose an email service providerHow to begin growing your email listHow to create and send your first email
Let’s get started.
What is email marketing?
When you sign up to receive email newsletters from your favorite blog or email updates from your favorite store, you're giving that person or business permission to send you marketing emails. And it's the email sender's responsibility to give you what you signed up for.
As you receive those emails, you will grow more attached to the brand, engage with their content and start purchasing from them over and over again.
When all of that happens – relationship building, customer nurturing and business growing – that's email marketing.
It's not about sending spammy messages or buying email lists. And it's more than simply sending commercial emails to others.
It's about communicating with multiple people at one time in a way that feels like a 1:1 conversation, building relationships and growing your business as a result.
Why do you need email marketing?
Email marketing is one of the most effective ways to not only communicate with an audience, but to build your brand, develop a relationship, and increase your sales.
Just look at the benefits.
Email marketing delivers a return of 4200% or $42 for every $1 spent.
Plus, it's more cost-effective than other forms of marketing. And it frees up your time so you can get...
Company Core Values: 200 Examples (+How to Establish Yours)
I'll admit it: company core values enter the cliche zone more often than not. We work together. We strive for excellence in everything we do. We put our customers first. But truth be told, there's a reason why they're overused. Plus, the authenticity of a company's core values (even if authenticity is one of them) is unimportant. What matters is that they are clearly defined and actually carried out.
And cliche or not, data shows that core values impact a company's bottom line:
With all that being said, my aim with this post is to define core values as a necessity for any business and then provide you with:
Six steps for coming up with your company's core values.
Seven examples of real company core values that each take a different approach.
Over 200 words you can use to inspire, establish, and describe the values of your company.
You'll walk outta here with all the info and inspo you need to establish a set of core values that attracts customers, engages employees, and increases revenue.
What are company core values?
Company values are concepts or principles that a business considers to be important for the well-being of the business itself, its employees, its customers, and the communities of which it is a part.
Basically, they’re the win-win, do-good principles that give a company a greater purpose.
Or as Waste Management puts it,
While a business is constantly evolving, core values remain absolute and unchanged and can guide a company in making sound decisions--regardless of department, stage of development, or individual personalities. They are essential for helping a business to form its identity, distinguish its brand, and improve its reputation.
Company core values vs. mission, vision, and goals
Let's quickly define mission, vision, and goals:
Mission statement: your function and purpose—what you do, who you serve, and why.
Vision statement: what you hope to achieve, inspire, or solve for the greater good, the bigger picture of which your mission is a part.
Goals: These are the tangible outcomes that contribute to overall revenue growth and moving the company forward.
Core values can both inspire and support a company’s mission, vision, and goals. Most importantly, they provide guidelines on the most ethical, unified approach to achieving those goals.
I like the visual CAT uses for their core values...