Jane Rogers, Author at Jane Rogers PR

Mailchimp is retiring Classic Automations

Jane Rogers — Sat, 05 Apr 2025 17:44:12 +0000

Mailchimp Classic Automations are going - here's what to do!

Do you use Mailchimp for your newsletters and email marketing?

If, like me, you do, you may have had an email from them in the last couple of days to say that Mailchimp Classic Automations are retiring as of 1 June 2025.

Have you had the email?

If you have, it means you have Classic Automations set up and will need to take action.

If you haven’t, don’t worry, it doesn’t apply to you and you can carry on as before!

What to do if you’ve had the email

Firstly, if you already have a paid account with Mailchimp, you can simply convert your existing Classic Automations to Customer Journeys.

It’s relatively simple to do and Mailchimp has created a guide to talk you through it:

If you are still using a free Mailchimp account, you will either need to:

Upgrade to a paid account, then convert your Mailchimp Classic Automations to Customer Journeys, or
Change from Mailchimp to a different email marketing provider.

The easiest option is to upgrade and then convert your automations. By upgrading, you will also get access to other functions within Mailchimp, such as being able to schedule emails. Depending on the age of your free account*, you will also be able to send more emails each month in a paid account.

See all features included in free and paid Mailchimp accounts here.

*If you’ve had your account since before May 2019, you may have a grandfathered account, which means you’ll have access to more features for free than newer free accounts.

Mailchimp alternatives

However, if upgrading Mailchimp is not for you, there are plenty of email marketing platform alternatives. Most of them offer a free starter plan but you will need to check whether this includes automated emails.

Bear in mind that free accounts on other platforms could change at any time, in the way Mailchimp is doing.

Here are three alternatives I can recommend:

Mailerlite

Currently, Mailerlite offers automations within its free account (but this could change in future). Their free account also allows up to 1,000 contacts, 12,000 monthly sends and 10 landing pages.

Brevo

Brevo allows limited automations for up to 2,000 contacts on its free plan. More info on all its plans here.

SendFox

While it doesn’t offer automations on its free plan, SendFox has a fantastic one-off payment option of $49 (currently about £38 at the time of writing). This lifetime access for a very reasonable one-off cost includes automations and lots of other features. For a $98 one-off fee, you can get even more features, so it’s worth considering.

There are other platforms available too, so it’s worth doing a comparison to check they offer the features you need at a price that’s right for you. If you’d like my help deciding on the best platform for you, book a free call with me.

Is Mailchimp the best platform for small businesses?

Personally, I think Mailchimp is a great platform for email marketing. But I would say, despite being a Mailchimp & Co member, that it’s not always the best for small business owners and start ups.

If you’re only going to send emails, have fewer than 500 people on your list, don’t want to schedule emails and don’t want any automations, then the free account is great.

A paid account starts at about £12 per month, depending on the features you want and the number of contacts you have. However, the platforms mentioned above all work out better value for paid accounts than Mailchimp does, when you’re starting out with smaller numbers.

Of course, when you have a large mailing list and other needs, such as selling online or digital products, you might want to look at a comprehensive all-in-one email marketing, sales funnels and CRM platform instead.

Help! I’m not sure what I need or what I should do now!

Don’t worry, I have years of experience with different email marketing platforms, so I can help you.

Whether you want to convert your existing Mailchimp automations, move to an alternative supplier or advice on which platform would work best, click here to book a free call with me.

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5 ways to woo your audience this Valentine’s

Jane Rogers — Fri, 14 Feb 2025 11:30:49 +0000

How to woo your audience with killer content this Valentine’s Day!

It might be Valentine’s Day but it’s not just about romantic love! Give your business marketing some love by creating content that will woo your audience. Just like a thoughtful gift or a romantic gesture, well-crafted content can capture the heart of your audience and build lasting relationships.

Great content is about building relationships, after all. Here are my five secrets to writing content (blogs, articles, emails, social captions etc.) that your readers will fall head over heels for:

1. Uncover their deepest desires

It’s not just about the demographics – where they are, how old they are, their gender etc. While these are important, delving deeper into what motivates your audience will help you to understand them better. And this in turn will help you tailor and target your content marketing, so that it resonates better with them.

What are their hopes, desires or aspirations? And what challenges wake them up at night?

The more you understand their motivations, the more effectively you can tailor your content. Go beyond basic demographics and create detailed ‘buyer personas’ or ‘avatars’ that represent your ideal readers. This will help you write with empathy and understanding, ensuring your message connects where it’s needed most.

2 Craft a captivating hook

You only have a few seconds to grab your audience’s attention. Your headline and opening paragraph are like your ‘first date’. Make them intriguing enough to pique their interest so that they want to keep reading.

Your headline (or email subject line) needs to promise value and make your audience want to read more:

Keep them short and sweet: be clear and concise
Include numbers or lists: people love numbered lists and “how-to” guides
Ask a question: engage the reader
Use emotional language: connect with the reader on an emotional level.

For example: “5 ways to…”, “The biggest XXX mistake you’re probably making”, “Are you making these XXX mistakes?”, “Want the secret to…”

Your first paragraph needs to follow through from your headline and continue the intrigue. The hook can be a question, a surprising statistic, a relatable anecdote or a bold statement. Don’t be afraid to try different ones to find what works best for your readers.

For example: “Have you ever…?”, “Did you know that X% of people…?”, “If you do this…”, “Are you struggling with…?”

Again, keep your opening paragraph (and indeed all of your content) concise. Consider how it will resonate with your target audience. And be sure to connect to the overall theme and use a consistent tone throughout.

3 Tell a story

We all resonate more with stories than we do with cold, hard facts. Stories make the world go around – and we remember them more easily. What’s more, stories are often more engaging and relatable.

The easiest way to include a story is to share an anecdote or personal experience. Set out the scene, say what happened and then explain the result (ideally that you helped with or learned). For example, here’s one of mine:

“I sometimes struggle with blank-page syndrome, despite writing for a living. Fortunately, I’ve learned some tools and techniques to help me overcome that. And so, I’m now sharing them to help you…”

You can also share a client transformation or a case study to illustrate how you help. Reading a client’s story that explains their situation or struggle and how you helped them will connect to your readers on an emotional level. They’ll recognise themselves in the story and then be more likely to contact you for help.

4 Offer genuine value

Ultimately, your content needs to offer genuine value to your audience. Give them something they can learn from, something that’s entertaining or something that inspires them.

Think about the problems your audience faces and how you can provide solutions. Offer practical tips, advice, insightful perspectives or even something funny. The more you can provide value, the more your audience is likely to stick around and come back for more.

5 Be your authentic self

Finally, and most importantly, be the real you and let your authentic voice shine. This is what sets you apart and helps people resonate with you. People buy from people, after all.

Don’t be afraid to inject your own style and perspective into your writing. Let your personality shine through. Embrace your individuality and be yourself. This is key to connecting with your audience on a human level.

So, now you can show your audience some love by creating content that resonates with them. By understanding their deepest desires, crafting compelling hooks, telling stories, offering value and being authentic, you can woo your audience and build lasting relationships that extend far beyond Valentine’s Day!

If you’d like some help planning or writing your content, so that it resonates with your audience, schedule a free call with me or book a Content Power Hour.

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Mid-year marketing review celebrations

Jane Rogers — Thu, 13 Jul 2023 14:35:47 +0000

At my mid-year marketing review workshop

At my recent mid-year marketing review workshop in June, I held a productive session for a small group of local business owners. We each reviewed our marketing achievements so far for the year. Then we celebrated our successes!

Celebrating your successes is so important, don’t you think? How often do you go from one thing to the next without stopping and taking stock?

That’s why I wanted to run a mid-year marketing review workshop, so that it gave everyone who attended the opportunity to think about what they’ve been doing. I recently wrote about the importance of reviewing your content goals, so this workshop was the next step in actually doing so.

We started by looking at what had worked and what hadn’t. Then we gave ourselves a pat on the back for everything we’d done.

Even when things haven’t gone so well, it’s still worth noting it down. Then you can work out why it didn’t go so well. Perhaps it was lack of time on your part? Or maybe you didn’t have the right tools or knowledge.

What have you achieved lately? Write it down and then celebrate it.

Goal setting for the next half of the year

After the celebrations, we each set a marketing goal for the remaining half of the year.

From posting more on Tiktok to creating a lead magnet, setting up email marketing or building a website, we each came up with a SMART goal. That’s a goal which is specific, measurable, achievable, relevant and timebound.

Then, I gave everyone the time to work out the steps they needed to achieve their goal. They each came up with a list and shared it with the group.

Being accountable for mid-year marketing goals

Sometimes we all need a nudge to get things done. So, I held everyone accountable for the first step they said they would take towards achieving their goal. And then I contacted them a couple of weeks later to see how they were getting on!

I’m pleased to report that everyone was working well towards their goal and that they’d all mostly achieved their first step:

2 have already done their ‘one thing’
2 are working through it and have achieved part of it
1 is in progress

Don’t worry, I shall be keeping up with each of them to see how much further they get!

What people said about the mid-year marketing review workshop

"It was really good to have Jane's prompts and the time and other people's input to help me focus."

"It was wonderful to network with other business owners. Very useful to reflect on current goals and motivational to step further."

"Very knowledgeable trainer who helps you act on your ideas / thoughts that you've had for months!"

"Jane's expertise is second-to-none and the course enabled me to explore new ideas and concepts. I positively loved being held accountable!"

Want to come to my next review workshop?

I’ll be holding another workshop in September (date to be confirmed), in which we’ll review your marketing activity up to that point. And we’ll look forwards to 2024 and plan your marketing for the Christmas and New Year period.

Join my mailing list to be the first to know when my workshop date is confirmed:

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5 tips for marketing on a budget

Jane Rogers — Sun, 16 Apr 2023 17:44:44 +0000

Marketing on a budget when times are tough

When economic times are tough, as they are right now, many small businesses feel the pinch and might be tempted to stop marketing to save money. But that is not the best thing to do! So, here I share with you a few tips on how to stay resilient and maintain business success while marketing on a budget.

No 1 – Don’t stop marketing!

This is the most important tip! While you might be tempted to stop marketing to save yourself some money, this is the exact opposite of what you should do!

You still need customers, so you need to remind them you’re there. Maintaining a marketing presence will help you to build brand loyalty and keep you in mind with your existing customers, as well as helping you to attract new ones.

When times are tough you might also be able to find gaps in the market or new opportunities for your business to take advantage of.

Many successful businesses started during recessions, such as Microsoft, Disney, Apple, WhatsApp, Uber, Sipsmith gin and Airbnb.

And, generally, companies who increase their marketing spend even in tough times will see sales rise. For example, Pizza Hut did this in the 1990-91 recession and saw a 61% rise in sales. Whereas McDonald’s reduced their marketing spend and their sales dropped 28%.

No 2 – See marketing as an investment

Rather than seeing marketing as a cost you need to cut, try thinking of it as an investment. Investments, after all, are meant to inject cash to help your business grow.

And your investment doesn’t have to be expensive or even financial. Investing in small things that will help or investing time can make a difference too.

There are lots of low or no-cost activities that you can do for marketing on a budget:

Networking – free or low cost networking events are a great way to get in front of other businesses who might become clients or who will spread the word about you to people they know.
Speaker opportunities – giving talks at events, conferences, networking or to groups related to your industry is a great way to get your business in front of a new audience.
PR opportunities – coverage in local papers, trade magazines, national press or on TV, radio or podcast interviews also gets you in front of new audiences who would be interested in your products or services.
Enter awards – entering awards related to your business or area is fantastic for your PR. Whether you win, are nominated or shortlisted, you’ll likely get some profile from the award organisers, including shares on their social media. And, of course, if you win, mention the award in your marketing!
Collaborate with others – you no doubt know other businesses in related fields or who are trying to reach the same type of customers as you. Can you collaborate with them and jointly offer something? Or get your collaborators to share about your business to their customers and vice versa.
Email marketing – growing your own email list can have huge benefits for your business. The return on investment for email marketing is on average £35 for every £1 invested. Besides which, you own your list and have direct contact details for those on your list, so you can regularly keep in touch with them. Unlike social media, where you could lose access, get hacked or lose reach because algorithms change, your list is yours to contact as much as you need to.

No 3 – Review and tweak your existing marketing

What’s working and what isn’t? Regularly reviewing your existing marketing is good practice anyway, so you know how effective your marketing activities are.

Look at your analytics – your social media insights, Google analytics and whatever other insights you can track. Do you also track where your sales and leads come from? If not, start tracking them now! Review your analytics and see if there are any trends. Which activities are bringing in more clients and leads?

Which activities aren’t so effective? These are the things to reduce or cull, saving you money in the process. Perhaps you have subscriptions for marketing tools you no longer use? If so, stop these.

No 4 – What do your clients really need?

Have their needs changed recently because of budget constraints or a changing market? As with your analytics, it’s always a good idea to regularly review what your clients need. That way you can tweak your products or services to fit what will most help them.

Start by asking your clients and your wider audience what they need. What problems are coming up for them? How can you help them solve these?

If money is an issue for them, can you create some lower cost options or bundle up items together for them? For example, if you provide one-to-one services, can you offer some group support or workshops at a lower price point? Are there some lower entry-level things you can help them with, such as taster sessions perhaps?

No 5 – Be consistent

Whatever marketing you do, be consistent with it! This will help remind people that you exist and help you to build your brand.

Being consistent doesn’t necessarily mean showing up everyday or doing so much that it overwhelms you. It’s about doing things regularly and showing up so that people know you’re there. Decide what frequency works best for you and your audience and then stick to it. For example, posting on social media 3-4 times a week and doing so every week will be more effective that showing up daily for a few weeks and then disappearing for a few weeks!

It takes at least 7 interactions these days before people will buy from you, these days probably much more. So, if you’re thinking you’re doing too much, it’ll only be you who thinks that. Remember, you’re the only one that will see everything you publish online or on your social media!

And finally, a bonus tip: be flexible and adaptable!

As small businesses, we’re well-placed to be flexible. Use this to your advantage – keep on top of trends and what your audience needs. Then you can adapt quickly and make the changes they need to better serve them and keep winning their custom.

If you’d like more tips for marketing on a budget, schedule a free 30-minute consultation with me.

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Your content goals – why and how to review them

Jane Rogers — Mon, 27 Mar 2023 15:20:07 +0000

How are you progressing with your content goals?

Did you set yourself some content goals for your business or your marketing at the start of the year?

If so, it’s worth checking in periodically and reviewing them. As we’re almost at the end of the first quarter, this is an ideal time to do a review. Here are my top tips on how and why reviewing your content goals is good for your business.

Why review your goals?

Well, when you set goals for your marketing, or your business as a whole (or anything for that matter), it’s a good idea to review them from time to time. That way, you can check how you’re doing and whether you’re still on track to achieve them.

You might surprise yourself and have already achieved some. Or you might find you’re part way through a goal and need to give yourself an extra push to achieve it.

Equally, you might find that a goal isn’t relevant any more because something (outside of your control) has changed.

Questions to ask yourself when reviewing goals

Here are some questions you can ask yourself to help you review your goals:

How am I progressing?
Which goals have I achieved?
Which goals have I part-achieved?
Are there any I need to review or tweak?
Are there any that are no longer relevant or realistic?

Reviewing my own content goals

At the beginning of the year, I sat down and wrote myself some goals. I broke them down into what I wanted to achieve each quarter.

And I made sure they were SMART goals – specific, measurable, achievable, relevant and timebound.

As we’re coming towards the end of March, the first quarter of the year, I recently sat down with a coffee (but you can do it with whatever’s your drink of choice!) and looked over the goals I’d set myself at the start of the year.

I’m pleased to report that I’ve achieved all but two of my first quarter goals!

Goals I haven’t (yet) achieved

Of the two goals I didn’t achieve, one I am still progressing with. That goal was around automating some of my own marketing and processes in my business.

I’ve started it but am not quite there with what I wanted to achieve yet. So, I’ve added it to my goals for the next quarter too (April-June).

The goal I didn’t achieve needs completely reviewing because it was related to an email marketing system (Mailchimp) that has recently changed.

The changes are significant enough to impact my clients and my business, so I’ve parked the goal. More on the specific Mailchimp changes in a future blog…

Instead, I have set myself a new goal to review other email marketing platforms and decide which email marketing services I will then offer in future. Watch this space for information on that over the next few months!

Don’t forget to celebrate!

Finally, when you’ve reviewed your goals, don’t forget to celebrate what you’ve achieved.

It’s all too easy to beat yourself up for what you haven’t achieved. But that’ll only get you down or make you feel disheartened.

Instead, take time to celebrate what you have achieved, no matter how small. Each achievement is a small step towards realising your bigger dreams and plans. Give yourself a pat on the back and share with others what you’ve achieved, so they can help you celebrate.

So tell me, what achievements will you celebrate?

If you’d like help reviewing or setting your goals for your content, check out my content planner or book a power hour with me and we’ll work on it together.

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Guest blog: Josh’s work experience placement

Jane Rogers — Tue, 08 Mar 2022 19:55:46 +0000

National Careers Week: supporting young people with work experience

It’s National Careers Week, this week (7-12 March), so I asked my nephew Josh to write a blog about his work experience placement with me. Read on for his story…

A little bit about Josh

Hello! My name is Josh. I am currently studying at Nottingham Trent University (NTU) for Joint Honours in Media, Film & TV.

As a second-year student, I needed to do a work placement this year to help me decide potential future career paths. A placement would also give me much-needed skills and experience to thrive in a role in the media industry.

Due to the pandemic, my part-time job and travelling to and from Nottingham, I considered an online placement. That meant I could work from home and fit it around my university, job and travel commitments.

My auntie, Jane Rogers, happens to run her own marketing and PR business – so who better to ask for work experience? I would get an insight into what it’s like both working with media and managing your own business.

What I’ve done during my placement

Rather than fit everything into one week of full-time work, we’ve split my placement over three months. I’ve been doing a few hours a week, which has helped me support Jane better with her business too.

So far, I’ve tried my hand at video editing, designing web content and even writing this blog. All things I haven’t previously had chance to do or explore as much as I would have liked.

One of the first things I did was to source and create some social media posts, using content on Jane’s website. I needed to ensure my creations were attention-grabbing, clear and concise.

Next, I helped to design a couple of versions of a content planner, using Canva. Here, I sourced content, key dates and photographs. Then I sorted the layout, using Canva’s design tools to ensure a quality, finished project.

I’ve also had to learn how to adapt my writing from academic text to content suitable for marketing and the internet – shorter sentences and paragraphs for a start!

The most challenging part

The time I spent video editing was the most challenging yet rewarding. I had to come to grips with software I hadn’t used before and learn how to edit out sections of videos. Then I learned how to insert new sections and ensure the cuts I made were smooth and that the final product had a nice flow to it.

I ran into a few challenges along the way, such as converting the video into an accessible format, losing my progress due to internet connection issues, and trying to edit when the audio didn’t always match the picture.

Managing my placement

We’ve had fortnightly calls to keep track of my progress and discuss any support I needed. These have been incredibly useful and made me feel at ease with what I’m doing. Yet, having the freedom to make the edits and design choices myself has allowed me to develop my skills and understanding at my own pace.

What I’ve learned

Over the course of the placement, I’ve had a glimpse of what it’s like to work for yourself. I’ve learned how to make the best creative decisions and also how best to manage my time around university studies and a part-time job.

But most importantly, I have also discovered a keen interest in video editing and content creation. This is something I will most certainly keep in mind when thinking about my future career.

I am incredibly grateful to Jane for this opportunity, and I hope to work with her again somewhere down the line.

Look out soon for an Instagram interview with Josh! Find out more about my support for National Careers Week here and, if you know a young person, tell them about the virtual careers fair running this week!

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5 tips for creating content your clients will love

Jane Rogers — Mon, 14 Feb 2022 12:53:30 +0000

How do you create content your clients will love?

Follow my 5 top tips to help you create the best content to keep them coming back for more.

1. Get to know your audience

Remember, you do not sell to everyone! If you haven’t already worked out who your audience is, or if you haven’t reviewed it for a while, spend some time on this now! I can’t emphasise how important it is to know your target audience. Be specific – the more detail you capture and the more you know your audience, the easier it will be to attract them.

Things to consider include their:

Age
Gender (if relevant for your products/services)
Location
Interests
Goals they have / what they want to achieve
Pain points – what problems or issues are they facing that you can resolve? See tip 2 below.

By gathering this information, it helps you to build a picture of them. That way, it’s so much easier to know exactly who you’re trying to reach with your content marketing. And you can then create content that will appeal to them specifically.

You will probably have more than one audience type, so do this exercise for each one. If you buy my Comprehensive Content Planner, one of the templates in it will help you work out your audience types.

2. Work out their pain points

I think this is the most important aspect to work out for your potential clients. Knowing the answer will help you frame your services or products as a solution to their problems. Put yourself in their shoes and consider:

What do they most struggle with?
What makes them scratch their heads?
How do you solve their problems specifically?

Focus your content writing on what they need and talk directly to them. If they can see you’re addressing their challenges, they’re more likely to read on and be tempted to buy from you.

3. Plan & create informative content

Now, this is the juicy bit! It’s where you can get creative and come up with useful content that engages them.

Your content might teach them something, show them your expertise or explain how you address their pain points. You could include things like:

Tips
Advice
News
Industry info or data that’s relevant to them
Case studies or testimonials to show how you’ve helped people like them.

By addressing each pain point that you can help with, you’ll make them feel like they’ve learned something of value. This can inspire them to consider using your services, as you’re showing them you know your stuff.

4. Keep your content simple

This is soooo important! You need to make it easy for people! Don’t over-complicate it or confuse them. Here’s how:

Keep your sentences short
Stick to one idea per piece of content
Break your content down into smaller chunks – such as tips or bullet points
Use simple language and active voice, e.g. “Here’s how I can help you” rather than “You will be helped by…”

Above all, think “Will an intelligent 10-year-old understand what I’m talking about?” If not, change it so they do!

5. Put your client front & centre

And last but not least, remember it’s not about you; it’s all about your client!

Talk directly to them
Write as if you’re only talking to one person
Use ‘you’ rather than ‘we’
Make them feel loved and included.

Not only is this friendlier but it’s also easier for them to understand. It’s like you’re having a conversation just with them. It will help them value your content and keep coming back for more.

How else can you create more love for your clients in your content? If you’d like my help, buy my Comprehensive Content Planner or book a Content Power Hour with me.

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Mailchimp certified to help with your marketing

Jane Rogers — Thu, 03 Feb 2022 19:34:29 +0000

I’m excited to announce that I am Mailchimp certified!

This means I have an official ‘certified’ badge from the marketing platform Mailchimp to show I understand how to use it.

Mailchimp’s certification means I can use the system effectively to help you with your email marketing and marketing automations. And this will help me to help you grow your brand.

What is Mailchimp?

While it started out as an email marketing platform, Mailchimp is now an all -in-one marketing platform. It helps you manage and talk to your clients, customers, and other interested parties.

Why am I Mailchimp certified?

I have been using Mailchimp for years to help people like you with their online marketing. And it feels fantastic to finally have a badge in recognition of my knowledge and skills.

Mailchimp launched its agency and freelancer community, Mailchimp & Co in October 2020. They created it to help businesses like me who use its platform to help our clients. I joined straight away and have access to resources and training, which includes certification.

What did I do to become certified?

To become Mailchimp certified, I had to work through a number of online training resources covering all aspects of Mailchimp. Then I took an assessment to check my knowledge and skills. And I passed with flying colours – 90% to be exact!

Next, I will work my way through the advanced certifications and also work towards Partner status with Mailchimp.

How can I help you with Mailchimp?

If you want to use Mailchimp to help with your marketing, there are a number of different ways I can help you, including:

Setting Mailchimp up for you
Creating templates for your emails
Creating emails, newsletters and campaigns for you
Building landing pages to help you grow your list. These are simple web pages that make it easy for people to sign up or buy from you.
Creating automations (or auto-responders) so you can send email automatically when people take certain actions, like signing up or buying from you
Writing or editing your email or newsletter content
Advise on topics to write about or content to include

Occasionally, I also run online workshops or webinars on Mailchimp, so you can learn how to do it yourself. I will soon have some recordings available to buy from past workshops that I ran with Anne Barrett Business Support. And watch this space for details of our future workshops!

So, if you need help or advice with your email marketing, newsletters or other aspects of marketing your business, get in touch!

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Mailchimp email marketing support

Jane Rogers — Sat, 11 Sep 2021 17:33:19 +0000

Improve your email marketing with Mailchimp support

Work with me for help to get more effective with your email marketing and newsletters!

Are you using Mailchimp for your newsletters and email marketing but not confident with what you’re doing?

Or maybe you want to use Mailchimp but aren’t quite sure how best to get started?

Then I can help you with 121 training and coaching or with my done-for-you email marketing and newsletters service.

Why email marketing?

Email marketing is one of the most effective ways to market your business. Did you know, it can return on average £37 for every £1 you invest? And some 81% of small businesses rely on it as a way to find customers.

With email marketing, you can:

Promote your brand in a consistent and professional way
Grow your email list – you will own the data
Connect to people who want to hear from you
Customise the information or products you send, according to people’s interests
Automate some of the process to save you time

And much more!

Which email marketing tools to use?

But how do you decide which tools to use? Or what to include in your emails and newsletters? And how do you make it work for your business?

The truth is, there are many email marketing tools and platforms out there. I am Mailchimp certified and predominantly use that platform to help you with your email marketing.

However, I recognise that it’s not always the best platform for your business. I work on a number of other platforms too, including Constant Contact, Mailerlite, Hubspot and Popcorn, to name a few. I will advise which platform would work best for your needs and your budget.

How I can help

As well as helping you with Mailchimp, I can also work on other email marketing platforms, such as those mentioned above. I’m also great with technology and happy to learn new platforms.

You can book me for training sessions, 121 coaching sessions or I can work directly in your Mailchimp or other email marketing account to create your templates, emails, auto-responders, welcome emails and newsletters.

Find out more

Find out more about my content writing services here or book a free 30-minute call to discuss your needs.

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Content planning tips: 6 tips to keep your content flowing

Jane Rogers — Fri, 06 Aug 2021 19:06:22 +0000

Content planning tips to help your marketing

For those who follow me on social media, you’ll know I post content planning tips to help you plan for your business.

If you want to dig deeper into these tips, keep reading for my essential six content planning tips to keep your content flowing.

Firstly, people often ask why you need a content plan

Quite simply, without a plan, your ideal customers might not know how to find you. Equally, your content might not be organised or you might struggle to publish consistently.

But, if you invest some time in content planning, you will:

Know what you want to publish, when and where
Organise your time more efficiently
Know what’s coming up and what to create next.

So, let’s take a look at how to build a strong content plan.

Tip 1: Decide who you’re talking to

As with the rest of your content marketing, knowing who you’re targeting your content to is the most important first step. Don’t assume that you’re selling to everyone. This is a common mistake and can lead to your approach feeling too broad.

Consider these factors to help you work out your audience:

Age and gender
Location
Their interests
The industry they work in or the job they do
Their income or economic status
Their challenges or pain points
Their goals
What’s likely to make them buy from you?

Building up a picture of your key audience will help you focus your content planning on what you’re trying to say and how best to say it.

Tip 2: where does your audience hang out?

This isn’t the same as ‘location’ or where they’re based. It’s a step is helping you understand where your audience get their information.

For example, if you’re targeting young people, who currently favour TikTok and Snapchat, creating content on Facebook is not going to get you significant results.

On the other hand, if your audience is much older, are they on social media? Are they even online?

If your audience is other businesses or a specific sector, you might need to target industry press or specialist blogs instead.

Here are content platforms to consider:

Social media – which platforms are relevant?
Blogs – writing your own or guest blogging
Print media – trade/industry, local or national
Broadcast media – radio or TV
Videos – your own or as a guest
Podcasts – your own or as a guest
Guest speaker opportunities / interviews
Workshops or training courses

Do an audit of all the places your audience might consume content. And then work out the most popular platforms to target.

Tip 3: Focus your energies

So, now you know where your audience are consuming their content, begin by focusing your energy on 1-2 content platforms to begin with.

Pick the platforms where most of your audience hang out and also those you find easier to use. Naturally, you will gravitate towards your own preferences, so make things easy on yourself.

By focusing your attention in this way, you will:

Become comfortable and knowledgeable on the platforms you choose
Not spread yourself too thinly or dilute your messages
Avoid overwhelm – especially if you’re just starting out
Work smarter and reach your audience where they are
Make it easy for your audience to find you – and help yourself at the same time!

Tip 4: Research relevant content topics

Now you have decided on the content platforms you’re going to use, it’s time to decide what to create content about!

There are lots of different things you could do, so here are just a few ideas:

Tips to help them solve a problem
Advice on topics you can help them with
News or information about your sector / industry
Useful data or trends
Behind the scenes about your business
About you – things they may not know
‘Meet the team’ if you have staff
Client testimonials or case studies
Business milestones – birthdays, awards etc.
Inspirational quotes

There are lots more, of course! You may have some of your own ideas to add. Look out soon for my blog on content inspiration and ideas.

Tip 5: Tailor your content for each platform

Now you have decided on the platforms you’re going to use and the topics to write about, think about how to tailor your content for each platform. After all, they’re all different and have their own rules and requirements.

For example, if you’re creating content for Instagram, you need images or video, along with hashtags and a caption. For a blog, you’re not limited to number of words, but you might want to consider whether it’s easy to read and well laid out.

For each content topic you want to write about, consider:

What information do you want to include?
What message do you want to get across per topic?
What research or data do you need to gather?
Are you going to create a video or audio version or just written?
Do you need different sized images for different platforms?
What length of text do you need for each platform?
Which hashtags will you use (where relevant)?
What call to action do you want people to take?

Remember, not all of these points will apply. For now, you’re just looking at 1-2 platforms as your starting point.

Also think about repurposing your content. This simply means taking a piece of content for one platform and making it suitable for another.

For example, how might you turn a blog post into a video or vice versa? Can a series of social media posts become a blog (as it the case with this blog!) or a podcast? The possibilities are endless!

Tip 6: Put it all in a calendar

So, finally it’s time to gather all your research and ideas and put them into a calendar or planning tool. This will help you see at-a-glance what you need to create and when.

You can also add any awareness days and key dates alongside other content ideas you want to share. So, you’ll have no nasty surprises, and all your content is planned out!

Whether you prefer a paper diary or calendar, or want to use online tools, there are plenty of content planning options available to you.

So there are my 6 content planning tips! Why not buy my digital content planner and start adding your own ideas and research straight away! If you’d like help with planning your content, you can also book a content planning session with me.

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