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Category Archives: Email Marketing

The Golden Marketing Opportunity You’re Still Missing Out On

I won’t belabour my point with this one because everyone already knows what it is…it’s Email Marketing. Yes Ladies and Gents that golden ticket to extended brand awareness and competitive edge many businesses are still missing out on is Email Marketing.

It’s not surprising though as I too have fell into this trap at one time. With the emergence of Social Media, and pretty much EVERYONE either having a presence on Social Media (the audience), and the rest wanting their presence known on Social Media (the business), it can be seen why there is so much hype and buzz around it. However, many businesses have pretty much thrown other marketing strategies out the door for the sake of ye ole Social Media Marketing, trying to capitalize on their piece of the pie.

It wasn’t until recently when working on my blog (not this one another one), that I realized the enormous opportunity that was being missed through Email Marketing. We as businesses and marketers have gotten so caught up with the hype of Social Media, that we have ignored the other strategies that are also effective (in this case probably more so). I’m not against Social Media, far from it. However, as businesses that are ever growing and ever changing we must realize when it’s time to pull away from the crowded marketplace a bit and start looking on how we can differentiate from what everyone else is doing. Since Social Media has become so popular, the disadvantage is that it has also become very crowded and somewhat noisy. Which means as a business it’s going to be harder to really have a creative and distinct voice in separating yourself from your competitors.

Just in case you haven’t done so in awhile, here’s why you should be looking at implementing more Email into your marketing mix:

  1.  It’s less noisy and crowded. Whereas with Social Media you have to fight for the viewing eye of your audience, with Email it’s less of a fight because assuming you’ve done it right then you have the exclusive eyes of your audience. I said assuming you’ve done it right because assuming they opted in to receive your emails, and you’re not forcing a message or product/service on them that they have no interest in

  2. It’s more targeted. The wonderful thing about Email Marketing as mentioned above is it gives your audience the opportunity to opt-in, or sign up to receive your emails. This means that once they do this they are basically saying “I’m interested in what you have to say and give you permission to say it to me”. This allows your messages to be better tailored for the people who have greater interest in your product/service and not just there because their bestfriend told them to ‘like this page’

  3. It’s timely and more focused. I don’t know if everyone is like me, but I check my emails more than I do my social media profiles. One of the main reasons being as I mentioned social media has become noisy. Between friends, family, and a bunch of Facebook ads trying to get my attention. However, if I see an email come in then I’m thinking it’s probably imporant and needs my attention, or it is something I may be interested in because of something I opted in to receive emails from

  4. Everybody has one

B2B’s should especially be paying more attention to Email Marketing as most businesspeople and executives are more likely to check their emails throughout the day than check their Facebook notifications.

Now let me say again in closing. I am NOT saying their isn’t value in Social Media, there is, because that’s where majoirty of your audience probably hangsout. However, what I am saying is don’t ignore other mediums in favour ONLY of Social Media. The best place to be is find a way to mix Social Media with Email, by using your Facebook pages, Twitter feeds, and other SM channels to capture your audience’s email addresses. Then once you do, then you can move them away from the noise on Social Media, and have a more personalized, exclusive conversation with them.

Makes sense?

Do you believe Email Marketing still has a significant part to play in the marketing mix?

The Ranter

 

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The Negative Effects of not Marketing

 

I think one of the things that annoys me to no end is when businesses market as a last resort, either out of desperation from competition, or as a quick jolt of electricity to their business when it is dying.

By now it should be beyond obvious why marketing is so important in today’s business environment. However, there are still businesses who choose to see it as a cost and not an investment.

1. Desperation from competition- things are going well, everyone knows your name and the locals come to you to satisfy their consumer wants and needs. There’s nothing special about your product or the service provided, but consumers are just content enough to purchase from you. Suddenly a bigger better product and business comes into your space, doing a lot more than you are, adding more value and suddenly you’re running around like a chicken with its head cut off trying to respond to the fierce competition. Even worse you try to throw money in TV, radio and newsprint ads thinking that will put you back at the top, even when you’re target market doesn’t even pay attention to these mediums

2. Quick jolt to prevent death- sales are slow, no one is buying or stopping at your store anymore, instead of taking a proactive approach to increasing sales, you decide to sit back and wait for things to get better. Finally it is evident that things are actually not getting better but worse, and as one final stand you throw out a few ads hoping that will keep the boat from sinking

If any of these sound like you then you’re in serious trouble. Why? Because today it’s not about the best product, but who consumers have a more intimate connection with i.e. your brand. While your living in the past with cassette players and vinyl records, we’re rocking I-pads and watching Youtube videos on our smartphones…get with it! How? Consistent and effective marketing.

Your marketing efforts don’t even have to be costly, and they don’t even have to be limited to Social Media. Your customers just need to hear from you regularly and potential customers just need to know you exist, and you should give them a reason why they should care that you exist…what is your value to them?

Develop the practice of having a yearly, documented marketing plan. As I said it doesn’t have to be expensive or complicated, just relevant to who you’re selling to.

1. Find out what they like, how they want to communicate with you and you with them. It may not be Facebook but rather e-mail, and there are free mail applications such as Mailchimp that allows you to execute beyond effective marketing campaigns…best part is it’s FREE.

2. Develop referral programs that gets current customers to get more customers for you then reward them for their efforts. Give something away to them free, and who doesn’t like free.

There are 3 important things to remember while doing these:

1. Find a way to capture and manage every piece of information of exisitng and potential customers

2. Have a schedule of when you will execute marketing campaigns for the year and stick to it (remember not money but time will make your marketing successful)

3. Find out what resonates with them, what mediums they respond the most to (Facebook, email, text message etc.) and use those mediums to consistently communicate what resonates

We live in a world where the playing field has been leveled in favour of the little guy, don’t waste it by ignoring the universal truth “Marketing makes businesses successful”.

Here’s a great article that supports my point perfectly: Attention Small Businesses: You’re ALL In The Marketing Business

Leave a comment below and let me know:

1. What would you say to businesses who do not market

2. What would you suggest to them

The Ranter.

Posted with WordPress for BlackBerry.

 

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