Feb/09
Why You Must Use Email Marketing
Okay, so the title is a little strong… But it is true. If you you’re not currently using email marketing, you should be.
I’ve heard just about every excuse out there on why some businesses aren’t using email marketing.
It usually comes down to the word ‘SPAM’…. People, if you never listen to another word I say, listen to this.
Email marketing is not SPAM. When someone asks you to send them email, that is not SPAM. Develop in-house email lists and start using email marketing. Small lists, big lists, it doesn’t matter, just start.
Email marketing can help you more than you know. Here’s a few quick scenarios.
Increase traffic to your company website
Email marketing is the perfect way to start generating quality traffic to your website. By keeping your customers and/or prospects informed, you encourage them to visit your website. These are your bread and butter leads.
Improve brand awareness
Whether you believe it or not, brand awareness is the pinnacle of marketing today. Developing a strong, consistent brand and delivering that theme to your customers on a consistent basis is what builds a strong business foundation. Here’s an example: Kleenex - Instead of saying tissue, most of us say Kleenex, when the fact of the matter is, Kleenex is rarely the actual brand of tissue you’re about to use. Strong branding did that to us… Another powerful example: Band-Aid.
Relationship & loyalty building
Using email marketing in the form of email newsletters will help your customers feel like party of the family. Believe it or not, we all want to be kept in the loop. It’s true… At Primary Target, we’ve made a point of mentioning upcoming staff members birthdays, anniversaries, and other special occasions. Would you believe that we’ve actually received emails, phone calls and even gift baskets on these special occasions… from our email subscribers?
These were just a few ways on how email marketing can benefit your business. We didn’t even touch on ROI. The above scenarios focused mainly on relationship and awareness benefits. These are make email marketing so powerful. No other form of advertising can offer you these elements at such an affordable price.
Feb/09
Top 5 Marketing Myths
Myth #1 - Marketing is simply advertising & Sales
Marketing is educating your target audience about your products and services and showing them why they should buy from you. Marketing is the whole package of what you do to reach this target audience. Advertising, direct marketing, Internet Marketing, events, PR, strategic partnerships and networking through associations all make up marketing as a whole. Taking advantage of all the options available to your business in terms of applicability and budget is what truly makes a successful marketer.
Myth #2 - Email Marketing is no longer effective… It’s SPAM.
Email marketing is still the most effective form of communication if done properly. People always want information and offering it through an opt-in email marketing program is a means of reaching people in a low-cost manner. Building an in-house email list by encouraging visitors to your store or web site to sign up for your newsletter or other type of correspondence is the first step in effective email marketing. Think of it this way… If a customer or prospect asked you to call them next Tuesday, would you simply ignore them? Of course not. Opt-in subscribers are interested in your products/services and want to be kept in the loop. It’s as simple as that.
Myth #3 - Great marketing works instantly
Although marketing can shorten the sales cycle, and some tactics can produce instant results, effective marketing is about sustained contact with your target audience to ensure they know who you are when they are looking to buy. Marketing is an investment and like all good investments, they take time to achieve the greatest gains. Consistent, branded messages in an effective manner is the true key to marketing success.
Myth #4 - Lower Prices encourage more people to buy
If that were always true, the roads would be filled with Hyundai’s and a Mercedes-Benz would be nowhere to be found. Differentiators are what the prospect perceives is valuable to them. The reason for so many options among types of products is that people have different views of what is valuable to them. That is why it is so important to target your product or service correctly so that you can provide the maximum value at the right price, not an artificially discounted price because you are trying to reach the wrong audience.
Myth #5 - Marketing messages should be changed often, or it just gets old
Consistency and repetition is marketing’s best friend. Often times, a company’s marketing messages are just starting to resonate with their audience, and they decide to change angles. Changing your messages, brand, or marketing campaign for the sake of change is a waste. Be sure you plan a strategy that has options. For example, if you are doing advertising, you can start a theme and change the image throughout the campaign, sending the same message to you clients. This eliminates potential boredom and increases interest.
Feb/09
Pampered… in Great Company
We all work hard and often fail to find time to truly reward ourselves.
About a year ago, I met Melissa Lyons, at her beautiful location, Laser It in Lasalle, ON. We discussed how email marketing could benefit her business, and I was quickly intrigued by both the services in which they offered, as well as the comfortable and cozy atmosphere.
Shortly after meeting Melissa, she introduced me to their laser hair removal services… Although I was a little intimidated by the thought, I took the plunge. This is when Laser It truly became my favorite place to visit. By the way, I now have arguably the nicest neckline you’ll ever see. Seriously. Thank you K.D.
Growing quite fond of the results, as well as the incredibly friendly staff, I began coming to Laser It for all my hair cutting needs as well… This is when I met a true genius among hair-stylists. I now visit her religiously every two weeks for her to work her magic.
Yesterday, already holding Laser It in the highest regards, I decided to treat myself to a 60-minute massage (the life of a computer-nerd is pretty labour intensive). The massage and atmosphere were unreal to say the least. They showed me yet again that expectations are not only met, they’re exceeded with each and every visit.
I’ve realized that when you find a place like Laser It that can truly turn an otherwise stressful day, into a calm and friendly experience, they’re worth telling all your friends about.
Much thanks to Laser It for continuing to exceed my expectations… I look forward to my next visit.