Think Tank


email marketing

Put them on your naughty, nice or other list and get better marketing results

Wednesday, December 21st, 2016

shoenaughtynicelistBuilding a quality email marketing list should be a goal for every business and non-profit. Yet many are reluctant to event try email marketing because “they don’t have a list.” If you have existing customers, donors, vendors, and volunteers – you have very powerful list that you need to leverage.

Your primary goal should be to reach out to your list at least once-per-month with a focused email marketing campaign. But what could you do to augment that once-per-month frequency without being seen as sending too much or over saturating your audience?

It’s time to think about segmentation. This means you need to drill down and understand not only your customers, prospects, fans, and super fans but you must also understand what your business provides and how those offerings are perceived by the various people on your master list.

You may want to segment based on location. If you have customers and audience across the country or around the world, you may want to consider segmenting based on time zone.  Timing is important in any marketing activity. You need to reach them when they are available. Los Angeles is having breakfast, while New York is thinking about lunch and Hawaii is sound asleep.  Sending your email when they are most likely to view it is crucial.

Your email marketing reports can help you determine how to segment. For example, say you sent an email to your entire list. It offered information on shoes. Specifically, you had a quick paragraph about red shoes and a quick paragraph about blue shoes. Each had a link to a more in depth article or perhaps a cart item on your web site. After you send the email, your Constant Contact report will show you who clicked on which link – red shoes or blue shoes. Those recorded actions could then be saved as separate lists, so now you could reach out to the red shoe lovers or the blue shoe lovers when you have a special promotion on that item.  Their behavior (clicking on the directed link) can be used as a segmentation strategy.

You could also promote separate sign up links based on interests. This allows your audience to start segmenting for you. Constant Contact allows for multiple sign up forms, which can be used as posts to social media, forms on your web site, text to join, special promotions and so on.  Giving people options can result in valuable segmented lists.

Segmentation is a powerful strategy. It helps you to better understand your audience and deliver relevant information to them.  It’s up to you to divide and conquer!

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Flexing your marketing muscles starts at the local level

Thursday, November 17th, 2016

wearehereWhere do you have the most control?

Where do you/will you have the most influence?

Where does/will the bulk of your business come from?

Where should you concentrate your effort, your focus, your marketing budget?

These questions should be asked before you reach out with your marketing messages.

For most small businesses the answer to these questions is: local.

Maybe you have a neighborhood business or a citywide business, some may even have an influence and presence throughout their state or within a multi-state area. It’s important to understand your territory and range of influence. It will help you to better understand your market, which in turn, will help you plan your marketing strategy and focus your efforts.

4 Things to help you market locally:

  1. Create a customer profile that includes demographic, psychographic and geographic information of your ideal customer. This profile will help you focus in on your target market.
  2. Make sure you are consistently email marketing to your current customers. Staying top of mind with current customers can lead to repeat business and referrals.
  3. Determine a physical radius of influence for your business. Do the bulk of your customers live/work within 1 mile of your business? 10 miles? 100 miles? Etc. Knowing this will help you place more effective advertising. Facebook advertising and other online media allow you geographically target this way.
  4. Get out there and mix and mingle. Attend workshops, chamber meetings, conferences and other events in your area. The local people you meet can become a valuable source of information, referrals, ideas and business.

Local marketing produces results.

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