The Elements of A Winning Small Business Newsletter

The first newsletter was sent in 1978 to approximately 400 clients generating $13m in sales and despite many changes in its format over the years, they remain one of the most effective marketing tools for promoting your small business.

Newsletters allow you to engage with customers and provide your customers product offers, and also valuable and useful information your customers may be interested in. For example, if you’re running a local restaurant, you can provide subscribers with your weekly specials, plus a recipe for a more simplified version of the dish they can make themselves at home.

In the past newsletters were sent just to remind customers that you and your business is ‘alive and well’, however in 2018 you need to offer something new and compelling. The content of a newsletter should be crafted both in consideration of your brand and your customer’s needs.

To create the best newsletter ever, always keep in mind the basics;

Keep you subject line short but relevant

Make sure the subject line of your newsletter is interesting and catchy but also closely related to its content, so that users won’t be disappointed or surprised once they click on it. First impressions coming from the subject line and are very important to keep the user’s attention and establish a strong connection with them so they want to read more beyond it.

When building your subject line, avoid writing down the obvious, such as ‘a weekly newsletter’ or ‘your daily newsletter’ or create a jaw dropping subject that your content is unable to live up to, making it a disappointment when the customer reads on.

Keep it frequent and regular

Newsletters are usually sent weekly, unless your business requires it to be more frequent by having daily offers. Depending on your business and products or service you’re selling, try to decide which day of the week is the best to send out your newsletter. Many experienced email marketers are sending their newsletters on Tuesday, Wednesday or Thursday. Busy Mondays or ‘waiting for the week to end’ Fridays may not be the right time to send your offer.

Keep it personal

Segmenting your customers and creating a specific newsletter with specific content relevant to a specific group of users is always a good idea. Some of your subscribers may only be interested in a particular product line, and the others may be newcomers, so make sure you have a different offer for these different types of subscribers. You can also further personalise it by using the customer’s name. Tools such as smoove offer both of these features.

Knowing your customers and acting accordingly to their needs will help you to establish stronger relationships with them, and also increase your sales.

Make sure your customers can opt out easily

Email Opt outImage Credit: Pixabay

While you may not want to lose any of your valuable subscribers, making it hard for them to unsubscribe could easily send all your newsletters to spam for all of your subscribers. Also, there is a small psychology trick behind this; once your subscribers see they can opt out easily, they may not do it at all, and you (and your business) will not look desperate to keep them or sell them your product at any cost.

Make your email address visible and always respond to questions or comments you receive from your subscribers. This can earn their trust and allow you to receive valuable feedback concerning your business and the newsletter itself.

Consistency is everything (for your business)

People prefer to interact with businesses they can easily recognize, so in order to make your newsletter consistent with your business, always use the design and colors that matches your business.

Your logo is your signature and it should always be placed in the header of a newsletter. Most common practice is to place it centrally or in the top left corner as that is the first place where ‘left-to right’ readers will look at after opening an email.

Include links to your social accounts

By including links to your social accounts, you’re adding value to your newsletter by offering additional content or alternative ways to get your content. Some subscribers may prefer to use social media to look for your new offers.

Make sure it’s mobile responsive

People today read their emails while they’re on the move. Make sure your newsletter is responsive by displaying content properly across these different devices such as tablets and mobile phones.

How to create a great newsletter content

Luckily crafting a winning newsletter for your small business is much easier now than it ever used to be. Using services such as smoove which offers easy to use custom-made newsletter templates it can save you both money and time. They also offer you the ability to create several templates to send to different target markets and different groups of customers. This allows you to focus on the content. Here are some top tips:

  1. Provide value to your content

People will only read your newsletters if there is something interesting and of value to them. So make it a NEWSletter and be sure that you’re offering something new in each one you send. Keep your customers informed and up to date with new deals, events and contests you may have. Bear in mind that the average time a person spends to read the newsletter is less than a minute so keep it short and interesting.

Pay special attention to the promotional content of your newsletter. People very often sign up for a newsletter in order to get insider coupons and promotions. Along with putting these special offers at the top of your newsletter, adjust the rest of your content to it as well. For example, if you own a barber shop, and your ‘How to’ section contains an article such as ‘How to take care of your hair during winter’, match it to a product you’re trying to sell or a service you offer.

If you are having trouble deciding what content to include in your newsletter here are some examples:

  • Exclusive offers and promotions such as coupons for free samples or discounts, contests and events
  • Updates about your business or new product offers, awards or projects you are participating in
  • Educational content with ‘How to’ and ‘Did you know’ articles (depending on your business those can be recipes, DIY tips for home improvement, tutorials and such)
  • New blog posts and satisfied customers reviews
  1. Visual presentation

Visual presentationImage Credit: Pixabay

Your newsletter should be easy to read, with lots of attractive headings and short paragraphs with an option to ‘read more’.

Don’t waste valuable space in your newsletter by putting lots of images in it. One photo per newsletter is desirable in order to ‘break up’ the text, but you should be more focused on the content.

  1. Pay attention to your CTA’s

If you want to lead people back to your website and bring them into your store, make sure that your Call-To-Action (CTA) buttons are clearly visible and compelling to click on.  Great examples of CTA buttons such as ‘Take up an offer’ and ‘Read more’ have both aim to sell and to take the subscribers back to your website.

Make one of your CTA buttons stand out more than others by making it a featured CTA, depending on what you want your customers to focus on in a specific newsletter. Be sure to place the featured CTA at the top of your newsletter.

  1. Don’t forget the structure

Always keep the sections of your newsletter in the same order. For example, in every newsletter start with a weekly offer, followed by ‘Did you know’ or ‘How to’ and end it with other news related to your business or industry.

It’s ok to move things around a little to perfect the format and engagement, but try not to change it too much and aim to keep it as consistent as possible.

  1. Test it for yourself

Before sending out your newsletter to the customers, make sure that everything works properly. Test it by sending it to yourself and clicking on all the text links, CTA links, and particularly links on images. Read the content thoroughly to check for possible mistakes or spelling errors, including the subject line and address. Lastly, don’t forget to check if the newsletter displays correctly across different devices such as tablets and mobile phones.

  1. Track it

Track the activities of your subscribers to help you learn more about their habits and behaviors. This can be used when crafting your next newsletter or another marketing campaign for your business. For example, if your deal of the day is the most clicked on part of your newsletter, make sure it is moved to the top so that people see it first. Services like smoove have some great analytics tools for all your newsletter tracking.

Wrap up

Newsletters are a powerful and cheap marketing tool for every small business, but only if it is done correctly. To create a winning formula for your business newsletter, you should first get the basics right and then pay a special attention to its content and structure. This way your will engage customers and also increase your sales and drive more traffic to your website. To be as effective as possible, remember to track your newsletter subscribers via tools such as those offered by smoove.
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Pitfalls to Avoid When Setting up a Landing Page

Landing pages are a great tool for small businesses looking to grow. But, as with everything else in life, they are only great if you make them great. Execute the landing page poorly, and it will bring nothing but frustration and misery. Below you will find the top four most common pitfalls small businesses make when setting up a landing page. Make sure you avoid these to make your landing page a great success!!

  1. Having excessive navigation links or any other distractions

Unlike a web page, your landing page has a single purpose: make your visitors excited by offering them something of value in exchange for their personal information (such as an email or telephone number). It really is as simple as that!! Dont worry about including navigation menus, blog posts links, lots of offers, or pack it with information, it really can be “barren” or, in other words, simple, dedicated and focused to its only purpose, to convert people. Less is truly more here!

Therefore, building your landing page starts by focusing on both getting and keeping your visitor’s attention on the single offer you give. Let’s imagine that they are searching online for a “bike store near me”. Once they reach your landing page, they should be presented with the main prize – your offer to provide them with a 10% purchase discount voucher to spend in store or online if they leave their details. They should not be distracted by navigational links that take their eyes off this prize or by too many clickable elements placed above your headline. Keep things simple and focus on the goal at hand and the best results will follow!

navigation links
The landing page is a simple but powerful tool [Image Credit:

  1. Not keeping the Call To Action above the fold and/or clearly visible

What is a call to action? Simply put it is an image or a line of text that prompts your visitors, leads, and customers to take an action. Quite simply they read the text and then need to click or do something. You have probably seen a CTA countless times: “Download here”, “Get your free trial now”, or “Sign up today!” These are all CTAs. Your call to action button (CTA) needs to stand out and capture your visitor’s attention by being placed in a prominent place on the landing page.

This means the CTA should not battle it out with useless links or other unnecessary design elements on the page. If you make your CTA button small, it will likely fail to convert, and you may lose valuable customers. To avoid this, try these best practices:

  • The position of your CTA will depend on the complexity of your landing page. You have two options. If you have a short landing page with less information on it, it is best to put the CTA above the fold. On the other hand, if you opt for a longer page that contains more detailed information about your offer, it means that your CTA can do just as well if it is placed below the fold.
  • Do not be afraid of the impact of the length of your landing page on the visibility of your CTA button. As long as you present essential information in clean and uncluttered manner, the visitors will have no problem with scrolling to the bottom of the page to click on your CTA. Research shows that pages with the CTA button placed as part of a longer and simpler layout recorded a conversion rate that was 220% higher compared to that of page with shorter and more complex design.

  1. Cluttering the page

Navigation links are not the only thing that you can design poorly, and which can have a negative effect on your landing page. It’s too easy to fall into the trap of designing a landing page that is easy on the eye, but does not fulfill its primary task. Yes, you want everything to look appealing, but do you really need to include feeds from your Instagram or Facebook page, or to see all all the ebooks you wrote? The answer is no, as anything that clutters your landing page increases the chance of your visitors leaving without converting as it is too hard for them to search for your important content.

It’s understandable that you want to have both text and awesome multimedia on your landing page however, it is possible to have too much of a good thing when it comes to visual elements on your landing page! Instead, opt for a nice and clean design, organized around presenting your one and only offer. Do not become a part of a (surprisingly) large group of people, a whopping 48 percent of them, who put multiple offers on their pages, only to confuse the customer and have none of them convert.

  1. Create More Landing Pages to Generate More Leads

When it comes to gathering visitor contact info through landing pages – the more, the merrier. Research has also confirmed this – businesses that increase the number of their landing pages from 10 to 15 see an increase in lead generation of 55 percent!

So what’s the big deal? It’s quite simple, really. More landing pages means more offers, more content and subsequently – more opportunities for you to attract more visitors.

When having different landing pages make sure that each one offers something different so that you can better target different buyer personas with them.

Once you get the hang of how to building landing pages, you’ll be able to create many news ones in just a few moments!

Wrap Up

So, what’s the best way to avoid making all these landing page mistakes? With smoove‘s landing page builder, you can easily avoid these pitfalls. The landing page builder comes with templates which will make sure you stay away from using navigation menus, or having a poorly positioned CTA. It can also help you with the design, making sure you’re not cluttering your page, with too many offers or excessive visual elements by providing best practice templates.

One other great bonus with smoove, is you can also create multiple landing pages, boosting those conversion rate numbers with ease.

Remember your landing page occupies a crucial place in your marketing efforts as it is a focused meeting point between your business and your potential customer. To get the most from this interaction, your landing page will have deliver just one goal: to make your visitor give you their contact information in exchange for your unique offer.

Avoid all the pitfalls mentioned here and make your landing page a great success!

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How to Leverage Marketing Automation to Boost Sales

As a small business, are you always looking for new ways to boost your sales? While large businesses have the funds to employ extra staff and try out different solutions, you on the other hand often don’t enjoy the same luxury and have to resort to smarter tactics!

In such a world, marketing automation tools have emerged as a great solution for all of your needs. It’s affordable, doesn’t require much learning or new staff to get the hang of it, and is very effective when it comes to boosting your sales.

So how do get started? Keep reading and find out exactly how to use marketing automation tools to take your business to the next level.

Automate Your Marketing Now

Sticking to old practices of sending random emails to visitors or customers, and expecting something new or better to come out of it makes little sense in 2018. The world has moved on and there is no reason to stay on the same course when you have the means to enjoy the benefits of higher customer engagement, retention and satisfaction! How is this done? Welcome to the brave new world of marketing automation!

Marketing automation saves you from the burden of repetitive tasks that involve promoting your business via email for every individual customer out there. Instead, this tool automates all of this for you and, more importantly, personalizes each of your email marketing campaigns for every single customer, based on the sort of interaction they have with your business!

This way, your customers will receive only relevant, timely and personalized emails from you. You’ll not only have more time on your hands to focus on other important things, but also create many satisfied customers who will appreciate your personalized offers and timely feedback. Yet, everything starts with a simple trigger.

Setting the Right Triggers

This is actually simpler than it sounds – triggered emails are sent to your visitors or customer based on their previous interaction with your business. Their actions serve as triggers for sending them the right email at the right moment, such as just after they visit your website, open your email, leave their contact information on your landing page, or buy something from you. In fact you can set a trigger for just about every interaction you can think of.

All of these events demand a specific type of email which are sent by the marketing automation software. For example, if a visitor signs up for your newsletter, this will trigger the automatic action of sending them a pre-defined welcome mail. This action will be completely different from having a user leave their contact information after buying a product. In this case, it could be better to send them a special offer for a complimentary product, in order to grow their interest in your products further.

These triggers can also be based on any lack of action as well. For instance, your user may not have bought any products from you for a long time. The system will take note of this and send them a specific retention email which may include a voucher or discount off their next purchase to encourage them to buy again. In this way, marketing automation helps you create personalized flows for each of your existing or prospective customers, helping you boost your sales with tailored, event-based offers to your customers. With this in place your customers will be more likely to respond to your calls to action as they are presented with more relevant and timely offers than if you attempted this manually.

In order to achieve this, you’ll need to use the right tools, such as the email marketing automation solution by smoove, one of the best in business.

It Works In All Situations

The great thing about automation is that it works for all types of emails. Itcan be used for newsletters, upselling or cross-selling emails, as well giving out special offers to your customer’s such as on their birthdays or holidays.

Here are some examples of how you can make it work for your small business:

  • Imagine you own a bike store and you’ve sent out a newsletter with a link about all the new bicycle models that have just arrived in stock.
    • A prospective buyer that clicks such a link is automatically tagged as a “new arrival” by the automation software, and he/she will then begin to receive an email campaign about the advantages of the new bicycle models, different materials, sizes, tires, and so on.
    • At the same time, you may have another prospect clicking a link about frame repairs. The system will tag them as “repairs” and start sending them emails about repairing different parts of the bicycle as well as best practices related to bike repairs.
  • Personalization is a key aspect of customer retention. You must show your existing customer that this relationship is truly “personal” by making them feel that they are not just another receiver of your mass promotional emails. This is achieved by automatically sending them relevant content to meet their specific needs based on their previous interactions such as providing special discounts on their next purchase or emails/ebooks  that give them further information on an area of interest to them.
  • You can also increase your chances of upselling or cross-selling by automatically offering a complimentary product, once an item is purchased. If timed correctly, this email will easily encourage your customer to buy similar products from you. Your customer should receive it when their interest in the product is at its peak – right after they buy it. Let’s say that someone has bought a bike from you – they may also want to be informed about the chain cleaning solution you happen to have in stock as well!
  • Automation also helps your efforts to re-sell an item. Let’s say you just sold someone a bottle of cleaning fluid at your bike store. You know that one bottle can lasts fifteen days on average. You can prepare an automated email that will be sent to them 12 or 13 days after the initial sale, offering them a new bottle, and maybe even a special offer just for them. By sending the email just as their current bottle of cleaning fluid runs out it will dramatically increase your chances of the customer repurchasing the product with you rather than finding an alternative place to buy.

If you do all this correctly, marketing automation can and will help you boost your sales. Statistical data states that using this tool is bound to increase your sales productivity by 14.5% and can reduce marketing overheads by 12.2%! Marketing automation is so important that roughly every second company out there uses some form of it, with 91% of the users considering it an essential component of their marketing efforts.

Get ahead of your competitors and start your marketing automation journey today.


Marketing automation is the perfect complement to your marketing and sales process and the perfect tool to boost your sales. It allows you to set triggers so you can send out specific, timely and relevant emails based on your users previous interactions.

These triggered events (interactions) can vary in scope and include: a customer opening an email, interacting with your landing page or abandoning your shopping cart. All of these events require sending specific emails for each situation. With marketing automation tools such as smoove’s by your side, you’ll be able to do this in the simplest and most profitable way. It’s also easier and intuitive with smoove, you don’t have to be a rocket scientist, or any scientist, just you is fine.

Marketing automation is not a buzzword or a passing trend but instead is a crucial and helpful technology that will improve both your sales figures, customer relationship and the longevity of your small business.

How Triggered Emails Can Help You Grow Your Revenue

How can you take email marketing to the next level? You may already know that email marketing is a great way to grow your business revenue. It is cheap to use, and very effective. It improves your businesses chances of re-selling or upselling, as well as strengthening your bond with your current customers which you guessed it means more sales.

Did you know that email marketing is just the beginning? Yes, your business can take it a step further using Triggered emails. Basically what marketers call automating tasks so some emails are sent automatically once a special event occurs. Businesses benefit from this approach in multiple ways, like cutting down on time needed to respond to a lot of emails or being able to quickly personalize the messages, (seen as crucial to email success).

So what do you need to do, we hear you ask? Below you’ll find how you can use triggered emails most effectively and take your business growth to the next level.

Triggered Emails Build Profitable and Long-Term Relationships

Promises of how great trigger emails can be is one thing, but you, as a business, may prefer the language of figures as proof just how great it really is. Did you know 97% of businesses are using email marketing to increases sales, with 3 out of 4 subscribers eventually making a purchase from an email! How do they achieve that? Well, for half of the top performing companies in this study, email marketing automation (trigger marketing) remains the key to this success.

This happens because triggered emails are powerful tools which make sure that the emails you send to your customers remain relevant and timely which are key in winning them over. In addition, these emails allow you to offer your customers genuine value, which means two things: customer loyalty and higher revenues for your small business!

So how can you use Trigger marketing successfully for your business? It’s your lucky day, we have all the tips you need below…

  • You can send unique or personalized offers at just the right moment.With triggered emails, forgetting about stuff that is meaningful to your customers will become a thing of the past! Building a meaningful relationship with your customer is the best way to keep them coming back to you for your products and services. This starts by showing them that you understand the “personal” aspect of this relationship. This is easily demonstrated by sending them special discounts or coupons on things like their birthdays or their religious or national holidays. We know what you’re thinking, juggling all this personal information is impossible. Don’t worry you can safely let your email automation solution handle this so your customers can receive a perfectly ppersonalizedoffer without you having to remember anything. 
  • Increase the chances of re-selling by automatically sending an offer at the time when your customers old product is almost used up.
    This basically means sending your customer an email after a specific amount of time has passed since their last purchase. We can illustrate this by a simple example. Let’s say that you have a regular customer who buys a cleaning solution from your store. If the average span the product lasts is 14 days, you’ll want to send them an email with a reminder of their purchase at just the right time! To achieve this, you’ll need a quality email marketing solution that will allow you to group your customers, manage your contacts as their needs change and send emails automatically. Timing is the name of the game with triggered emails!
  • Increase the chances of upselling by automatically offering a complementing product, once something is bought.
    If timed correctly, this email will easily encourage your customer to quickly buy another product from you. Your customer should receive your email when their interest in the product is at its peak – right after they buy it. Let’s say that someone has bought a barbecue grill from you, your instinct is right in telling you that they can also make use of a grill cleaner you happen to have in your inventory as well! You can also do this two weeks after the purchase, as you can assume that this grill has become dirty with use by then. With triggered emails, you’ll not miss on either of these opportunities to upsell and expand your sales!
  • Strengthen the relationship you have with your customers by preparing autoresponder messages to inquiry emails.
    Your customers expect very fast answers and triggered emails allow you to be up to this essential task! Being prompt here is key in maintaining and building a healthy (and profitable) business relationship with your clients. Waiting 12 or 24 hours to answer an email inquiry about a product or service you offer is the fastest way to losing your customer’s interest in your business. Thankfully, triggered emails act like security guards that keep watchful eye over your small business, be it day or night, holiday or weekend.

Automated Emails

Automated emails are an important link in the chain of revenue growth
Image Credit: iFactoryDigital

What are the next steps? How Do You Set Up Triggered Emails?

The good news is, it’s really easy. So, if you’re ready to reap all of these benefits, you’ll need to use a quality marketing automation tool like Smoove. With these tools, you can easily prepare emails for various trigger events, and have the tool send them automatically to unique customers when the time is right. This way, you’ll keep your emails both timely and relevant! With the help of the Smoove automation platform, designing triggers for various events is a simple drag & drop affair with the help of a very user friendly visual interface.

Imagine, for a moment, that you have a customer who completed your landing page registration or subscribed to receiving your emails. Instead of having to create a welcome email every time a new customer signs up, you can now quickly and easily prepare a welcome email for all your customers like this and have it sent to them automatically so that it arrives to their inbox at the perfect time, without having to worry about it. These triggers can be set based on various events which can easily go beyond the initial interaction with your customer, such as keeping track of their birthdays or various holidays in a fully automatic manner.

Triggers can be personalized around your business relationship as well – imagine that you have a customer who has not logged into their account or bought anything from you for a while. Your email automation tool will easily identify these customers and send them carefully timed emails to help your business reconnect with them. This will free up both your time and mind to take care of all your other essential business tasks!


Triggered emails allow you to maintain and grow your revenues by doing two key things for your small business: they remain both timely, and relevant to the customer by personalizing your business relationship with them. Timing when emails are sent based on specific events such as special occasions (customer’s birthday, holidays) or based on the timeline of their interaction with you (such as the history of past purchases, upselling similar products) plays a key role in maintaining and building a healthy and profitable business relationship with your customers and ultimately grow your revenues.

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The Reason People Hate Small Business Emails (Hint: Permission!)

As a small business do you sometimes find your customers love your store, but don’t share the same love when you send your emails? Do you try and fix this by sending more emails? Do you give up and just conclude customers have some sort of online grudge against you? Fear not my friend, we have a solution that will make your customers love all your emails. Keep reading and we will give you all the best practice you need to know to grow your online business like pro!

Common Mistakes That Turn Your Emails into Stinkers

There are many ways your emails can make your customer’s angry. These mistakes may be common, but they can easily be recognized and corrected. First of all, check if you are doing any of the following and correct your practice accordingly:

  1. You do not ask for your customer’s permission to receive your emails.

People do not want to receive something they did not opt-in for. They actually despise this practice, just as you would if it happened to you! So, if you use sign-up form (and you should), make sure that it states clearly that the subscribing customers agree to receive emails from you. This way you’ll know clearly that you have their permission to send them emails.

If you consider sending them emails before asking for their approval or even worse if they state they are explicitly against it (terrible idea to send in this case), your customers and prospects will treat your emails as spam and you’ll be seen as a spammer instead of a respectable local businessman!

So just make sure you send to those that opt in and don’t worry about having your offer being rejected as those who do not want receive your emails are unlikely to buy your products/services in the first place. One more pro tip: do not buy email lists or you’ll be treated as an intruder who is barging into unknown person’s inbox!

  1. You are not providing your customers with clear opt-out features.

If you don’t allow your subscribers to unsubscribe, they’ll just report you for sending them spam and redirect your emails to the trash bin as soon as they see them.  This is why you should not forget to offer a transparent “unsubscribe” option which should be just as easily accessible as signing up.

Put your unsubscribe button in the email footer or at the top of email in the form of a message about unsubscribing. Use text like “click here if you would like to unsubscribe” with a link which will take the subscriber to a dedicated landing page featuring the unsubscribing option. Yes, you do not want to see this happen all too often, but you need to be seen as transparent and customer-focused even when parting ways with them.

Note that some email recipients may respond back to your email directly and ask you to remove them from your email list. Make sure to pay attention to such emails as these require a manual action of removing them from your list.

If you’re emailing people without an email marketing tool – make sure to create a “blacklist” of people whom you can’t write to. It’s basically a safety system to stop you accidentally emailing them in future. Ignoring customers unsubscribe request is both illegal and dangerous to your email deliverability. If you email is flagged as spam, emails sent to other people who would like to hear from you might automatically have your email end up in their spam box as well.

  1. You send emails too frequently

This one is tricky as it depends on your business, but you should definitely NOT flood your customers with emails. Getting the right frequency is crucial, as nobody wants to be sent emails on daily basis, no matter how good they are. Actually, one of the key reasons your customer may unsubscribe has to do with them being emailed too often. Hitting the sweet spot will require a bit of testing on your end, but it’s definitely worth it.

Still, you can start by following the recommendations saying that the ideal frequency is around three emails per month. If you find it too inflexible, try the following mailing frequency formula:

Day 1: first follow up email (+2 days), Day 3: second follow up (+4), Day 7: third follow up (+7), Day 14: fourth follow up (+14), Day 28: fifth follow up (+30), Day 58: sixth follow up, followed by monthly emails after that (+30 days).

  1. You do not pay enough attention to the quality of the actual email copy.

Yes, sending great email copy can actually save it from the trash bin!  Make sure you take time to write both the subject line and the main content body. If they are poorly written, they are more likely to be perceived as yet another spam email.

Luckily, you can perfect the email writing craft rather easily. First, try to come up with short and catchy subject lines to make sure it catches people attention so they want to read more. The same can also be said about the email content which, in addition to being to the point, should also be informative regarding what you offer to the customer. Be mindful of your customer’s available time and tell them exactly why you emailed them.

Pro tip: Stick to the tone and style you choose and use less formal language so that it doesn’t sound like just another mass email!

OvermailingOvermailing and the lack of email’s relevance are the most common reasons your customers may unsubscribe from email list
Image Credit: ArtsHacker

How You Can Make Your Emails Even Better

Correcting the above mistakes may not be sufficient if you are after optimal business results. Let’s see how you can use these simple tips to make your emails even more loved.

  • Make sure you fill your emails with content that provides real value. Your emails serve to promote your business by drawing customers to you and building awareness of your brand. Offering discounts, special short-term offers and information about new products is always effective as a promotional tool for your small business. These offers should be innovative, fresh and, most importantly, relevant to the email receiver. In addition, the offer has to be presented with clear terms and with the focus on the value offered to the customer. Yet another pro tip: make sure to accompany your email with quality images (pictures of new products, illustrations).
  • Send trigger-based emails. Marketing automation tools allow you to configure your emails to be sent out on specific events, like on your customer’s birthday or upon their fresh purchase from you. Another great practice is to send these after a specific amount of time has passed since their last purchase. If for example the customer bought a cleaning solution from you 14 days ago, they may receive your email just about the time they are running out of it! To put this all to good use, you’ll need a quality email marketing solution that will allow you to group your subscribers, manage your contacts and send emails automatically.
  • Personalize emails. You can use the above automation tools to add your customer’s first name to the emails and send them on specific events like birthdays, holidays or on other occasions. If you know your main customers well, send them personal emails referring to them by name and update them on new products or services which you think they’ll be interested in.


There is no reason why your email should make your customers mad. The key to avoiding this is to get rid of unhelpful business practices, such as sending emails to your customers without their permission, making it difficult to unsubscribe and overmailing / undermailing the receivers.

Finally, you can go beyond these mistakes and improve on them by sticking to healthy practices, such as sending emails offering authentic value, personalizing them and using automation tools.

How to advertise your small business and get noticed

The majority of businesses advertise online nowadays, which means the battle for attention for the average internet user is raging more than ever before. For businesses, this means that getting noticed in a sea of other businesses doing the same things, is becoming increasingly difficult.

However, marketing online has grown to much, much more than just buying advertising space. People are now doing a myriad of things to advertise their business online and get noticed, like setting up a strong social media presence, using email as a marketing platform, building high-converting landing pages and using forums to engage in a direct, one-on-one conversation with their customers.

Here is what you can do to stand out from the crowd and get noticed by the people you care about most – your customers.

Set up a Facebook page and start creating Facebook live videos

Facebook still reigns as the undisputed champion of the internet, amassing more than two billion active monthly users, and almost 1.5 billion active daily users. For that reason, your first step towards marketing excellence is to create a Facebook page as a place where your customers can come, talk to you, share their experiences, ideas and demands. It is also a place you will use to help solve your customers’ problems and dilemmas, strengthening the bond between the two of you in the process. You will use it to raise brand awareness, to show your customers your business’ personal side, and share the content they would find useful.

You can find a step-by-step tutorial on how to create the page here.

That being said, it is important to know what kind of content you should consider for your Facebook page. We highly recommend focusing on video content. Why? It’s very, very, *very* (we can’t stress this enough) efficient. Recent stats have shown that more than half a billion people watch videos on Facebook every day. And if that wasn’t enough, 80 percent of all consumer internet traffic in 2021 will be video traffic.

If the type of your business allows it, create Facebook live videos. All you need for those is a smartphone and the Facebook app, and you’re good to go. You can find a step-by-step guide on how to go live on Facebook via mobile on this link.

For example, if you own a hairdresser salon, or a tattoo parlor, you might bring up a livestream session when you start cutting or tattooing. You’d be amazed at how many people actually enjoy watching these sessions. For inspiration check out these 9 Facebook live for business examples. Live video streaming can be used to present a new product or offer, to host live tutorials, to do a live Q&A, or simply to chat with your customers.

Utilize landing pages to engage with your customers and grow your business

landing pages
One of the purposes of landing pages is to help you with lead generation [Image Credit: Pinterest]

Landing pages work on a simple give-and-get principle – they offer a visitor something valuable, and ask for an email address in return. That email address is crucial, as it allows the business to open a direct and (virtually) free channel of communication with a cherry-picked group of consumers. Businesses can set up landing pages themselves, they don’t need to hire expensive design experts or buy software that’s gonna burn a hole in their wallets. A simple landing page builder, like this one, together with a few minutes of their time, will suffice. Moreover, collecting email addresses is only the first step – landing pages can be a tremendous customer retention tool. Businesses can use landing pages to offer things like:

  • Discounts and sales
  • Special events (for example, a dentist can offer a free dental check-up),
  • Joining mailing lists to get newsletters filled with useful and interesting information,
  • One-on-one appointments.

Send out newsletters

When it comes to advertising your small business online, don’t forget newsletters. Newsletters are a great way for small businesses to engage with their current customers and retain them. With that in mind, you should keep the types of sales and content of these emails in your mind, at all times.

You can use newsletters to notify your customers of new arrivals, or if their favorite items are back in stock. You can use it to notify them if the store will be closed on a specific day, or for a specific reason. But not all of the content in a newsletter must be promotional, you can also use it to tighten up the bond you have with your customers by providing valuable, cool information. You can write a few tips or tricks about your business, or something you’ve learned in your practice. So if you’re running that bike store, you can write about that cool new method of replacing the chain you learned yesterday, or share some arcane knowledge on how to clean your bike after a downhill, without looking like you fell down the mountain in the process. You can send out newsletters directly from your inbox or by using simple tools that offer hundreds of ready to use templates. The bottom line is that you can have your newsletter up and running in virtually no time.

Buy ads

Obviously, buying ads is still indispensable and you would do good not to turn a blind eye on it. Besides still being highly relevant and efficient, another thing that’s good about buying ads online is that it is much easier to set up than it sounds (it makes sense – people will make it easy for you to give them money, right?). You don’t need expensive visual designers, copywriters, digital marketing experts or dark arts practitioners to get your ad campaign up and running. All you need to do is pick a platform and go through its step-by-step guide, and you will have set up a campaign in no time.

For platforms, we suggest either Google or Facebook as those two are the largest and have solid customer support. To learn how to set up your Google advertising campaign follow this tutorial, and for Facebook – this tutorial.

Start talking

Another cool way to advertise your business and get noticed among the crowd of your choosing is to find where they hang out online and get into the conversation. Forums, social media sites and topics, such as Facebook groups or Twitter hashtags, are teeming with questions for which you, and your business, are most likely the answer. By successfully finding those sites, and within them, the right threads/questions, you can join the conversation, add value to it by providing great answers, and promote your business in the process. Start by googling questions your customers usually ask you in store, see what comes up. You can type in the same questions directly on Facebook / Twitter, as well. After that, try expanding the search by using synonyms, as well as shorter or longer questions. Just don’t forget not to come off as too salesy when responding to questions. People won’t mind you throwing in a few nice words about your business, as long as you are able to properly answer their questions and help them with whatever problems they are facing.

Let’s say that you own a store selling healthy food. By searching for pages related to healthy food on Facebook, you can find groups with hundreds of thousands of people discussing different foods and recipes, sharing experiences and new ideas. A perfect place to get noticed.

Facebook is a great place to start a conversation about your business [Image Credit: Screenshot]

Closing comments

Advertising online and being noticed in an internet brimming with businesses and people with ever shortening attention spans is becoming an increasingly difficult task. But it can be made simpler by staying up to date on the current trends, knowing where people go when they’re online, and what they look for, once they’re there. With that in mind, you’ll do good to start using Facebook live video tools, landing pages, newsletters and forums to advertise your business. Without a doubt, it will get you noticed among your current and future customers.

The Difference Between Landing Pages and Websites

In 2018 everyone and their dog knows that businesses need to be online if they want even the slightest chance of success. What some small businesses sometimes fret about, though, is – what form should this online presence take? It’s a solid question, because being online in 2018 isn’t as simple as it used to be, say ten years ago. There are many forms to choose from, and today we’re comparing two of them: websites and landing pages.

Below, we will discuss the purpose of each asset, how they’re created, how they’re typically used and how traffic is generated towards one, or the other. Read on below to find out which type you need and which would work best for you.

The purpose of each asset

The best way to describe your website is to look at it as your virtual business card. It is your online presentation that people can find by either searching for you on search engines, or typing in your address directly. It is filled with various information about your business such as your address, contact information, or working hours. It details the team (if you have it), the product or service you offer, and offers links to your blog, social media channels, testimonials, media mentions, those kinds of things. Also, a website can help a visitor get a general feeling about your business and it can help generate customer growth.

A landing page, on the other hand, has a different and very precisely targeted purpose – to gather contact information (usually, an email address), from people who visit it. The visiting part is also different – people can’t just stumble upon the landing page as they might with your website. You need to send them to the landing page, either by paid efforts (advertising) or by directly inviting your current contact database (your social media following, your newsletter subscribers, or your text message subscribers, for example). It also looks differently – it is devoid of all the information a website has, like contact information, the “about us” section, or blog.

Landing pages vs. websites – how each is created

The process of creating one or the other is also different. Building a solid website is quite the endeavor, both time-wise and money-wise. You’ll need to buy a domain name (that’s your site’s address, like, and a hosting (that’s the disc space on some server somewhere, where your website will be set up for the world to see), and depending on how good you want this to be, the price will vary.

Then, you’ll need a developer to actually build the website, organize the links between different pages, make sure everything works and that it’s in line with the rules of the internet (stuff like SEO optimization, mobile-friendliness, user experience, not to bore you too much with the tech stuff).

You’ll need a designer to make sure everything’s nice and tidy, easy on the eye and pretty enough to keep the level of interest high.

Creating a landing page is a much simpler endeavor, if nothing than for the fact that it doesn’t have all the sub-pages of a website like “about us” or “our services”. It doesn’t need a domain, because its goal isn’t do be found that way. Yet, if you do have your own domain, you can connect your landing page to it. For the same reason, it doesn’t have to be SEO optimized. All of these lead to the fact that you don’t need a developer, hosting or domain, or a designer to create a great landing page.

You can build one yourself using one of many great WYSIWYG tools (What You See Is What You Get) out there. By using templates and pre-defined design ideas that these tools are teeming with, you can get a landing page up and running in no time.

Typical uses of landing pages for small businesses

Earlier in the article we shortly touched on the question of the typical use of landing pages for small business, saying that its goal is to gather visitor information. With that in mind, landing pages can serve either a very short-term purpose, or one which is more of a long-term thing.

Here are a few examples of how a short-term landing page is utilized to gather user information:

–     Customer discounts and benefits (Visitors leave their email address in order to receive a one-time, limited discount offer, or similar benefit)


–     Special event sign-up (Visitors leave their email address to be notified of a special, one-time event either online or in their vicinity)

A landing page with a long-term purpose could be something along these lines:

–     Scheduling an appointment (Visitors leave their email address in order to schedule an appointment with the business owner. Offers like this one can remain active indefinitely)

Landing pages

Image Credit: Rogan Chahine

–     Newsletter sign-up (Visitors sign up for your business’ newsletter in order to receive the latest news and updates in their inbox. Also available indefinitely)

How traffic is typically generated to landing pages vs websites

As you see, landing pages are quite different from regular websites, with different purposes, use cases and ways of creation. The way these two elements generate traffic also differs, greatly. Websites, on one hand, generate traffic through SEO, or Search Engine Optimization. In a nutshell, it’s a process that makes sure search engines can read the website correctly, so that when people search for things online, the engine knows when’s the best time to present it as a result. It’s a long-term effort and a long-term investment that takes at least half a year to show results, and usually more. Also, SEO is not something you do once – it’s an ongoing practice.

Landing pages don’t work that way. They want specific people in specific moments. That’s why landing pages generate traffic through paid advertising and business communication. Businesses will share the link to the landing page in their newsletter, through social media, SMS, virtually any type of communication.


Even though both are great and have their place under the digital sun, websites and landing pages are vastly different universes. Unlike websites, landing pages have one purpose. They are also much simpler to set up and drive traffic differently. Landing pages are a great way to engage with your customers and grow your business.

How to Generate an Online Conversation About your Small Business

Whether we like it or not, a large chunk of communication happens online. People turn to the internet to talk about all sorts of things, from if the Earth is flat or not, to whether your business is worth anything or not.

Yes, if you are running a business, there is a good chance someone out there is talking about it, so it is quite the risk not to be a part of that conversation. In case nobody is talking about you, then it is up to you to make them start, by generating online conversations about your small business.

Generating and engaging in discussion about your small business online has many benefits, but we will mention just two of the biggest ones:

  1. It will allow you to tweak your customers’ (both current and future) perception of you and your business (to your liking, hopefully)
  2. It will help you draw in new customers

But finding where people talk about you, or where you should initiate such discussions, is not as easy as it sounds. Where do you start?

Google it

Yes, the first thing we advise you to do is to google the terms that are directly linked to either you (your name) or your business (its name, its core service or features, things like that). Google your main competitors in the same way, as well, and don’t forget to add a little geography into the mix, too.

So, for example, if your name is Macy Gray and you have a bicycle store in Wisconsin, you’d google things like “bike stores in Wisconsin”, “Macy Gray”, “buy a bicycle in Wisconsin”.

Among the results, focus on sites that allow discussions, so pay attention to sites like Reddit and Quora. Look for sites that specialize in bicycles, see if they have a forum, a blog with comments enabled, or if they have pages on social media sites like Facebook or Twitter. And finally, go directly to these social media sites and look for relevant discussions there.

Facebook has a search engine which allows you to filter results and focus only on the discussions. So, if you search for “bike stores in Wisconsin”, and click the “Posts” filter, you will be presented only with other people’s public posts about bike stores in Wisconsin.

Twitter, on the other hand, has made things even simpler. It revolves around hashtags to help people find topics easier. When on Twitter, bring up the search engine and start digging: #bikestores #bestbikes #Wisconsinbikes, until you find where you want to be.

You can search for much more than just people on Facebook (Image Credit: Screenshot)

Talking to people

Once you identified all the sites, forums and social media pages / groups where people discuss things like your small business, yourself, your competition and the industry you’re in, it’s time to start talking.

Make sure you contribute properly. If people are looking for a solution to a specific problem, and your business seems to be the answer, make sure to help them in a way that doesn’t come off as salesy or too promotional. Give something of value to the community. If you have a blog post that discusses that particular problem, don’t hesitate to share the link. Engaging in such a discussion could look something like this:

“Hey, Amanda, that is a really good question! I’ve been running a bike store for years now, and I’ve had dozens of customers come in asking the same question. The answer isn’t that simple to give, so I’ll try my best. I’ve also written a blog post where I go into more detail about it, so make sure to check it out on this link!”

This is just one of the many examples of how you can generate an online conversation about your small business.

But there will also be negative situations when people, unsatisfied with your business or service, will go online to complain and warn other people about you. The most important thing here is not to panic, and not to rush into answering. Arguing with a disgruntled customer will only deepen the gap between you and them, and that’s not where you want to be. Instead, you can use this moment to turn this complaint into an opportunity.

Domino’s Pizza did just that, quickly transforming from one of the world’s most infamous pizza places, to one of the world’s biggest chain restaurants. Back in the day, people criticized its pizza as being tasteless and loveless. After realizing what kind of discussions are being led online, it first changed its recipe, and then put the customer at the very center of its communications strategy. It used social media to encourage them to try new recipes and leave comments. It even created a microsite dedicated to nothing but these comments.

By using social media to discuss improving, it managed to get to the hearts and souls of its customers, quickly turning from infamous to most loved.

Opening up your own channels

These days Facebook registers 2.07 billion active users per month and 1,37 billion active users on a daily basis, making it an unavoidable platform for every business. You would do good to create a business page on the network and start talking to your customers.

You can find a step-by-step tutorial on how to create the page here. Creating a business page on Facebook means that you now have a space of your own to share your content, as well as other content you think would be valuable for your customers.

Once built, that space needs to be filled with customers, otherwise you will have no one to talk to. Now you need to do a little promoting. You can do that in person, when customers enter your store. You can add a short “Join us on Facebook” call to action on your printed receipts or coupons. You can add a link to your page in your email signature. And finally, you can add a little paid advertising to the mix.

What’s also cool about Facebook is that it allows tabs, similar to what you have on your internet browser. These tabs can be filled with different kinds of information, so for example you could use one of the tabs to add your landing page to it. Marketing automation tools such as smoove allow you to build these tabs with ease.


On the internet, people talk about all sorts of things, and the business you are in is most likely included. Being a part of that discussion is crucial to the success of your small business, especially if there are a few disgruntled customers out there. In order to generate online conversations about your small business, you need to find where the people interested in it reside and identify the most important sites, forums and social media pages. You need to create your own channels where customers interested in you can come and join the talk, and lastly (but definitely no less important), you need to make sure that you engage in these discussions meaningfully, adding value to your customers. It will create new and tighten old bonds with them, helping you grow your business as a consequence.

Sample emails to clients – copy paste and send

Emails are one of the most popular platforms when it comes to small businesses communicating with their customers. Nailing this form of communication is extremely important for businesses. Sometimes, however, they approach email from the wrong perspective, sending emails that end up scaring customers away, instead of tightening the bond between the two. On other instance, small business owners don’t have the time or the expertise to draft quality emails for different occasions. With that in mind, we’ve drafted a couple of emails which you can simply copy, paste and send to your customers, when the need presents itself.

Given that you’re most likely community oriented, and almost friends with your clients (we’ll go as far as to say you probably are, with some of them), you do not need to be super formal with your emails. As a matter of fact, it would be much better if you would keep these emails casual and friendly.

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Small Business Marketing Hacks That Win Customers

Small businesses are always on the lookout for clever ways to keep their existing customers, and win over new ones. Business marketing always ends up being an essential part of that endeavor, but not everyone has the time or the resources to hire expensive marketing professionals, or go back to school to learn about marketing. If you are one of those people, check the marketing hacks in this post and use them to make your customers love doing business with you.

Email marketing

Email is a great tool for a simple reason – it opens a direct avenue of communication with your customers. If you have their email, you can reach out to them directly, which is something of a holy grail for every marketer. You can use it to send newsletters, advertise new offers, loyalty programs or special discounts. The use of email for marketing purposes is limited only by your imagination.

But people are also very sensitive when it comes to their emails because emails have become a personal, intimate thing. So first thing you want to do is make sure you get their permission to send them emails.

If your small business is a store, you can kickstart this process by asking your regular customers to give you their email addresses in order to receive your weekly/monthly offer with discounts. You can also use your landing page for the same purpose. Depending on the type of business you’re in, you can offer a discount or a free trial of a service, in exchange for your customers’ email address.

The second step is to create a welcome email. Here are few things you should focus on when writing your email:

  • Use conversational and relaxed tone, as if you are talking to a friend of yours, informing them about the great local store they should visit.
  • Do not forget to include basic information about your business, with references to the social media you are active on.
  • Offer them a reward, in form of, say, a 10 percent discount on their next purchase.

Preparing and sending great newsletters can be an essential component of your marketing plan. Their content and proper sending timing will be the key consideration on your checklist here, which is why you can use these tips to better plan for this approach:

  • Do not underestimate the effect of creative email subject lines. You want to grab your customer’s attention from the start.
  • Focus on promotional newsletters. Offer discounts, loyalty rewards, etc. Use this channel to promote company announcements, benefits, coupons. Think of the same type of content you’d put on a Facebook page, but with the difference of using the newsletter to generate foot traffic to your store.
  • Finally, do not forget to make it easy for your customers to unsubscribe. You may not want to see it happen but once it is decided make sure you part your ways with a subscriber on good terms.

Also, emailing frequency for your customers should not be something to be taken lightly if you are after optimal marketing results. Do not overmail them, as being persistent with your email marketing does not mean sending mails on daily basis. Actually, one of the key reasons people unsubscribe has to do with them being emailed too often.

You can start with the following recommended emailing frequency, while being ready to experiment with it on your own: Day 1: First follow up (+2 days), Day 3: Follow up (+4), Day 7: Follow up (+7), Day 14: Follow up (+14), Day 28: Follow up (+30), Day 58, followed by monthly emails (+30 days).

email unsubscribe
Overmailing can be just as bad as undermailing your customers.
Image Credit: Technology Advice

If all of this feels as too much work, don’t worry – you don’t have to hire extra staff. A lot of this can be automated through email automation tools. Automation tools can be used to send newsletters in blast to your entire email list, which will prove extremely valuable when promoting new or special offers. These tools also use triggers, so you can send automated emails on different occasions, such as when users subscribe to your newsletter, purchase something from you or click on your ad. In addition to setting these events, you can prepare this email’s content in advance as well as schedule regular intervals at which they will be sent, taking into account the above recommendations regarding overmailing/undermailing. What’s also a nifty little advantage is the fact that you can personalize these emails to a serious degree. For example, if you know your customers’ birthdays, you can set up an automated email to be sent on their birthday, with a little congratulations message, paired with a special birthday offer.

Finding your way around social media

Also, there’s the vast world of social media that absolutely must be utilized to win you more customers. But there are so many of them, and they’re all unique and different in their own way, so which ones do you choose? Choosing the right social media sites for your business probably requires a blog post of its own, but there is one network you can’t go wrong with, and that’s definitely Facebook. Here are a few reasons why:

  • It’s the biggest network out there with more than two billion active users
  • It has an awesome tool for business pages that allow you to communicate with your customers, but also to track all kinds of useful statistics about them

Using Facebook to attract new customers starts by building a Facebook page. It is all very simple, here is a short guide to get you started. Once you set it up, you’ll need to make sure your customers hear about it and join your community. You can do that by setting up a paid ad to promote your new page as well as to use your newsletter to do it (pro tip: include links to your social media accounts in your email signature, with a call to your customers to join you there). You can also use offline methods, like printing invites to whatever physical materials you use for the promotion of your business, such as receipts, bags, business cards etc.

OK, you got yourself a page and a bunch of people on it, but what do you actually do with it?

  • Your new or most active followers/customers can be rewarded with special promotional/discount offers or “thank you” videos which can be uploaded to your page.
  • Showing the customer-focused side of your business is bound to get you new clients. Upload a behind-the-scenes video/images of how your business functions on daily basis, and focus on this content being authentic instead of technically perfect.
  • Do not overspread you resources – focus on the social media that your customers have the strongest presence on.

Paid advertising

We’ve left paid advertising for last. By buying advertising space on sites where your customers hang out, you are basically guaranteed that they will see your message. The next important thing is to make sure that message is compelling and interesting enough for them to either visit your website or your store and make a purchase.

Before we go down to the nitty gritty of actually building an ad and creating an ad campaign on the internet, here are a few thoughts to consider:

  • Focus on your customer and the problems for which you can offer solutions. Put yourself in your customer’s shoes: If you own a hardware store in your area, think of what your customers would want from you and which keywords they may use in trying to find a solution on Google, such as “What are the best tools for the distribution box repair” or “Best hardware store in [my XY area]?”
  • Use power words that are more likely to make your customers click on your ads.
  • Focus your ads on an area your business operates in and add localized contact information.

In short, you need to look for a local audience, make sure you communicate a clear solution to their problems, and make sure you use power words while you do it.

It is best to set up these campaigns on two networks – Google and Facebook. They are the largest networks in the world with millions of daily active users. They are also very transparent in their practices and offer great customer support services, which is definitely something to value. The main difference between the two is that Facebook ads show only on Facebook, while Google ads show on Google, but also on a huge network of other sites that sign up for the Google AdWords service.

The great thing about these two networks is that their ad setup process is very simple. You can set up a Google campaign in nine steps (find them here), and a Facebook campaign in three (here’s a guide).

So how do you create an ad?

For an ad, you’ll need a short but powerful message, like “Buy a new hammer with a 50% discount, and a call to action (CTA), like “buy now” or “visit here”. You will also need strong visuals – humans are visual creatures and a good image will do you a lot of good. You can use free archives like Pixabay, which offers more than 1,300,000 high quality photos, illustrations, and vector graphics, all free for commercial use and without the need for attribution. Tools like Canva are great for those looking to create fast graphics for their ads. The best part is that Canva is also free to use.

If you are wondering which ad format to choose, given that there are so many different shapes and sizes, we would recommend going for 336×280 large rectangle, the 300×250 medium rectangle, the 728×90 leaderboard, the 300×600 half page, and on mobile the 320×100 large mobile banner.

These are also the sizes that Google recommends and claims they are most effective.

Landing pages

Even the best advertising campaigns can be inefficient for a simple reason – they are not leading anywhere specific. This is best described with an example. Let’s say you were browsing around for a shoe store and you run into an ad with a really cool pair of sneakers with a clear message – Buy now, 30% off. Obviously, you click the ad, only to be taken to the shoe store’s home page.  So you end up with a huge question mark above your head, saying “Where are my sneakers?”

The moral of this short story is that ad campaigns are only part of the job – you need to take your clicking visitors somewhere, and that somewhere is the landing page.

Designing your landing page does not require advanced web design skills (as this video shows) and it rather relies on your eye for detail and intuitive knowledge of your customer. Here are some steps you can follow when creating your own landing page:

  • Your offer has to be presented in clear terms and with the focus on the value offered to the customer.
  • The description has to be accompanied by concise and easily visible headline
  • Keep the sign-up, registration, or purchase form short and clear of clutter and visual distractions
  • State clearly what you want your customers to provide (email address, telephone number etc.)
  • Humans are visual creatures – balance the text with a visually attractive yet informing input
  • Make your page shareable on social networks

Despite the universality of these tips, you can always adjust your approach on the fly by experimenting with whatever option you want to try. Just bear in mind that they need to be ultimately tailored to your customers’ needs as their satisfaction is the money-churning engine your business runs on.

The actual act of designing a landing page isn’t that complicated, either. There are some amazing landing page builders out there, like this one, from Smoove.

It is also important to notice that people browse the web on different devices, with different screen sizes. A landing page designed for a wide-screen desktop computer most likely won’t look the same on a 4-inch iPhone. But being able to consume the contents of a landing page with ease on every platform is paramount for every user’s experience, so keep that in mind.

That doesn’t mean you have to build a new landing page for each device. All you need to do is make sure the landing page is “responsive” – or capable of responding to the viewer’s device and rearrange itself accordingly. That way, you can offer a stellar user experience regardless of the device.

Good landing page builders, like the ones mentioned above, incorporate such features. With Smoove, you can actually create unique mobile landing pages, as well.


Running a small business means being ready to adapt to ever-changing circumstances on its path to marketing excellence and financially secure future. Thankfully, there are a number of tips by which small businesses can improve stuffing their pockets and enjoy a smoother ride in terms of marketing outcomes. These revolve around using email, social media, websites and landing pages as pieces of a puzzle whose successful completion will bring guaranteed financial rewards.