Monday, December 28, 2009
Wednesday, May 6, 2009
3 ways to grow your email list
Your email database is one of your most valuable assets, did you know that? In today's environment, moving someone from "potential client" to "client" is a multi-stage process, and e-marketing can play a huge role in converting interest to sales. The Internet allows you to seize opportunities quickly, throughout each stage of the potential client's awareness of your business. Here are 3 ways to grow your email list so you can begin or expand upon your Internet strategy.
1. Collect opt-ins. Add an e-mail signup box to your Web site and include it prominently on every page.
2. Include a link to your Web site home page (and thus, your email signup box) as part of your email signature. Think of the number of emails you send everyday—each person who receives one is an opportunity to gain a new contact.
3. Send regular e-blasts to your database. Businesses with the highest response rate send about two e-mails a month to their subscribers. Your e-blasts should have a strong call to action such as a discount coupon or limited time promotion, as well as a direct link to your Web site and map/address of your location.
In short, never stop building your list, put your customers first with relevant information and send regular "reminders" that you're there.
1. Collect opt-ins. Add an e-mail signup box to your Web site and include it prominently on every page.
2. Include a link to your Web site home page (and thus, your email signup box) as part of your email signature. Think of the number of emails you send everyday—each person who receives one is an opportunity to gain a new contact.
3. Send regular e-blasts to your database. Businesses with the highest response rate send about two e-mails a month to their subscribers. Your e-blasts should have a strong call to action such as a discount coupon or limited time promotion, as well as a direct link to your Web site and map/address of your location.
In short, never stop building your list, put your customers first with relevant information and send regular "reminders" that you're there.
Thursday, March 26, 2009
Talking to the media--who's going to be on the "hot seat"?
Sometimes, it's a great thing to get a call from a reporter asking questions about your organization. Sometimes it's not. Whether the situation is positive or negative, you should always have a designated spokesperson to deal with media questions.
The media, of course, want to speak to "the top dog." But sometimes the worst thing you can do is send the CEO out to face the media. That's what Exxon did in its legendary Valdez disaster. Rather than sending out someone experienced in being a spokesperson, the company put their reigning CEO in the limelight. A former engineer, he came across as hostile, cryptic and arrogant, and public opinion of Exxon went straight down the toilet.
By all means, have one spokesperson--the organization must speak in a unified voice in a crisis. If your CEO is the designated spokesperson, make sure he or she is trained in effectively dealing with the media.
The media, of course, want to speak to "the top dog." But sometimes the worst thing you can do is send the CEO out to face the media. That's what Exxon did in its legendary Valdez disaster. Rather than sending out someone experienced in being a spokesperson, the company put their reigning CEO in the limelight. A former engineer, he came across as hostile, cryptic and arrogant, and public opinion of Exxon went straight down the toilet.
By all means, have one spokesperson--the organization must speak in a unified voice in a crisis. If your CEO is the designated spokesperson, make sure he or she is trained in effectively dealing with the media.
Monday, March 16, 2009
The first step of branding. (Hint: it's not your logo)
Branding your business starts long before a potential customer sees your logo or ad or even your business card. True branding encompasses every touch point a client or potential client has with your business. From the minute you take their call or greet them at the door, to the way you bill them, each step builds upon their impression of you. And that's your brand. Take a hard look at how you deal with your clients. Do they feel an emotional connection to your solutions based on exposure to you and your employees? With each interaction, you must deliver on two implied promises: you will meet their needs and you'll provide a positive experience.
Ultimately, the objective of branding is establishing a preference for your business over the competition. If your company is truly branded, customers and potential customers won't consider other alternatives when they buy.
Most importantly, be proactive. Complacency and stagnation will hurt your brand. Recognize what distinguishes you from the competition, cultivate client relationships and turn your organization into a recognized brand.
Ultimately, the objective of branding is establishing a preference for your business over the competition. If your company is truly branded, customers and potential customers won't consider other alternatives when they buy.
Most importantly, be proactive. Complacency and stagnation will hurt your brand. Recognize what distinguishes you from the competition, cultivate client relationships and turn your organization into a recognized brand.
Tuesday, February 3, 2009
Non-traditional (and low-budget) marketing can grab attention
Sure "guerilla" tactics have been around for a while. But the marketing playing field has changed over the past year and now more than ever marketing has to grab attention and make the sale during a time when spending is down and economic concerns are driving decisions.
Over the past year we've placed fewer and fewer traditional ads, and spent more marketing time and budget on tactics that are low-cost and outside the box.
Is your company's "story" interesting? For a custom boat builder we contacted editors of lifestyle magazines, many targeting men, to pitch the story behind this talented but small company of crafsmen. A mention or story in a national publication will net unpaid and coveted magazine space.
Are you celebrating a milestone? For a large government company, we're planning a year of low-cost tactics to announce their 45th anniversary, focusing on the world as it was when they were founded in 1964. An intern will help research the times and their many contributions to our region and we'll use PR to get the word out. A rubber stamp will cost about $30 and will publicize the 45th anniversary via envelopes and collateral. A special Web page, news releases, an open house and a series of internal events will round out the plan.
Do you have a promotion coming up? For a large fitness center, we're developing an e-marketing campaign to announce sporting events, advertisepromotions and offer health tips. After the initial development costs (minimal) they can distribute news regularly for 2¢ per contact.
These are just a few easy guerilla tactics and there are literally thousands of ways to get your message to your potential clients. But don't sit around waiting on the economy to change. Use the current, less cluttered advertising environment to your advantage and use non-traditional avenues to build awareness and generate sales.
Over the past year we've placed fewer and fewer traditional ads, and spent more marketing time and budget on tactics that are low-cost and outside the box.
Is your company's "story" interesting? For a custom boat builder we contacted editors of lifestyle magazines, many targeting men, to pitch the story behind this talented but small company of crafsmen. A mention or story in a national publication will net unpaid and coveted magazine space.
Are you celebrating a milestone? For a large government company, we're planning a year of low-cost tactics to announce their 45th anniversary, focusing on the world as it was when they were founded in 1964. An intern will help research the times and their many contributions to our region and we'll use PR to get the word out. A rubber stamp will cost about $30 and will publicize the 45th anniversary via envelopes and collateral. A special Web page, news releases, an open house and a series of internal events will round out the plan.
Do you have a promotion coming up? For a large fitness center, we're developing an e-marketing campaign to announce sporting events, advertisepromotions and offer health tips. After the initial development costs (minimal) they can distribute news regularly for 2¢ per contact.
These are just a few easy guerilla tactics and there are literally thousands of ways to get your message to your potential clients. But don't sit around waiting on the economy to change. Use the current, less cluttered advertising environment to your advantage and use non-traditional avenues to build awareness and generate sales.
Wednesday, December 31, 2008
Do you really know who your customers are?
With a little effort on the front end of your marketing to identify your "best" customers, you can spend your marketing dollars on just those same types of people—the ones most likely to become clients.
Case in point: working with a financial services client recently, we used market "segmentation" to discover the psychographic profile of the US banking industry investor. We found that there are specific "clusters" of consumers who are four times more likely to invest in a bank and we pulled a report of what prompted them to make an investment decision. With this data in hand, we developed an ad campaign utilizing media that specifically reached the prospects.
On a small budget, and in markets the client was previously not targeting, the ads drove large numbers of interested investors to request information both on-line and over the phone. This was smack in the middle of the financial crisis of '08. The resulting traffic resulted in the client requesting a temporary hold on additional advertising in order to catch up with the requests at hand.
Aberdeen Group reports that some of the many benefits of using customer analytics include:
35% increase in average order value
43% increase in annual revenue
25% increase in market share growth
Those kind of numbers can't be ignored, and top-performing organizations will leverage psychographic data to bring a great return on their marketing investment.
Case in point: working with a financial services client recently, we used market "segmentation" to discover the psychographic profile of the US banking industry investor. We found that there are specific "clusters" of consumers who are four times more likely to invest in a bank and we pulled a report of what prompted them to make an investment decision. With this data in hand, we developed an ad campaign utilizing media that specifically reached the prospects.
On a small budget, and in markets the client was previously not targeting, the ads drove large numbers of interested investors to request information both on-line and over the phone. This was smack in the middle of the financial crisis of '08. The resulting traffic resulted in the client requesting a temporary hold on additional advertising in order to catch up with the requests at hand.
Aberdeen Group reports that some of the many benefits of using customer analytics include:
35% increase in average order value
43% increase in annual revenue
25% increase in market share growth
Those kind of numbers can't be ignored, and top-performing organizations will leverage psychographic data to bring a great return on their marketing investment.
Monday, December 29, 2008
Marketing case studies
In 27 years of being in the marketing industry, I've had the opportunity to learn from clients and business associates large and small. So I'd like to use this blog to share real marketing case studies with you. Hopefully, you'll see something here that will help you solve a marketing problem for your own business. I'll title each one "Case study: (title)," and label them "Case studies" so you can easily find them when you visit.—Caron
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