Increase Your Sales Right Now by Using These E-Mail Marketing Tactics

The primary reason that any small business owner establishes a website is to increase their sales. What they often overlook is that E-Mail Marketing is the only way that they can do that successfully. Here’s why.

Although Email marketing lets you stay in touch with your prospects, understand that you can be far more profitable when you refine your list and build a list of actual customers. Your list of actual customers is a list of people that originally signed up to your general list; got to know, trust and like you; and then completed a purchase.

Use these E-Mail marketing strategies to target your customers and increase your sales immediately. You can do that because you now know what your customers want. You can refine your e-mail marketing tactics to cater direct to the wants and needs of those customers.

You can:

Cross Sell: Introduce other products you sell to your list of customers because, believe it of not, they may not even realize that you sell them. Those other products may or may not be directly related to what they purchased originally, but that’s the focus behind cross selling. Show them everything else you have.

Promote Add-On Accessories: You already know what your customers purchased. Now consider what other accessories do you have that can be introduced them. Help your customers get the best experience from their original purchase when you offer accessories and other add-ons that they may have overlooked.

Offer Other Unadvertised Specials and Promotions: The unofficial estimate is that it costs about seven times more to get a new customer than it does to market to existing customers. You will be much more cost effective (and save a ton of money) when you use your e-mail marketing to offer your existing customers discounts and special offers to purchase other products or services from you. Why spend all that money trying to attract new customers when you have a list of proven, satisfied customers that are far easier to sell to?

Email marketing is effective. Simply by building your list you will automatically be able to target your products to proven, qualified prospects. That’s the first step in making a sale. But you can utilize these email marketing tactics and strategies to increase your sales direct to your existing customers. That is simply the easiest way that you have available to increase your sales immediately. Good luck!

Live, Love and Profit from Your Passion; Otherwise it’s just another job!

Your Value Proposition is Critical to Your Small Business Internet Marketing Plan

All of your advertising, both offline and online, needs to be centered around the value proposition that you use to identify the actual and inherent value that you provide to your customer or client in exchange for their money. This is really what you bring to the market.

In order to succeed with your online marketing efforts, though, having your value proposition very well defined will provide you with some great benefits. In the online world, you will stake out your space through the expeditious use of certain keywords and keyword phrases that point directly to the value that your company brings to the market.

Traditionally, sales people were taught to invent a “Unique Sales Proposition” or USP that distills their whole sales pitch into a single sentence that “says it all” about what they are selling. They are taught that their USP has to be the underlying mantra on which their sales program is built and that each person will necessarily invent their own USP to put the situation and the values in their own words.

Defining Your Value Proposition

Much the same is true for the “Value Proposition” for your business. You need to do some thinking and clearly define, in as few words as possible, what it is that a customer or client receives from transacting business with your company. You need to cut out all of the fluff, here and get down to specifics. For example, a family owned Italian restaurant famous for its dishes from Southern Italy might have the following as their Value Proposition: “Joe’s Italian serves the finest in Southern Italian cuisine at affordable prices in a family atmosphere” This statement clearly states the values that Joe intends to present to his customers.

Extracting Keywords From Your Value Proposition

From this Value Proposition, you can begin to lay out an effective advertising campaign based on keywords that pertain to it. Again using the same example, some important keywords for Joe’s Italian might be “southern Italian Cuisine Birmingham, AL” or “Affordable Italian Food Birmingham AL” or “Fine Italian food 35244″. Each of these keyword phrases captures the essence of Joe’s value proposition and then combines that with a geographic locator to appeal to the local search community.

Since those searching for a Birmingham dining spot on the Internet probably have an immediate need, Joe must then direct that traffic to his website where the searcher can learn of the location, directions, his menu and even the menu prices.

Now if Joe’s Italian also specialized in Pizza, he could further refine his Internet marketing plan by using an entirely different set of keywords that will provide recognition to those who are searching for “Pizza” rather than “Italian food”. While pizza is certainly an Italian food, somebody looking for a carryout pizza is usually searching for a different result than if they were searching for fine Italian cuisine. Therefore, Joe’s should also use a keyword like “carryout pizza 35244″ to make their business available to those searching for pizza.

So, the crux of the issue is to begin with the value proposition for your business and make that the central part of your Internet marketing plan. Then, from that, create a list of keywords and keyword phrases that potential customers would use to search for you. Be sure to include some geographical reference to make your business readily available to those in your local market.

Is Your Direct Mail Or Advertising Campaign Working?

Is your direct mail or advertising campaign working?

This is a question I like to ask small business owners and advertisers; “Is your direct mail or advertising campaign working?” Almost always, the first few seconds following the question is followed by a dumbfounded look, which is followed by a “What do you mean?”.

This is where I know that they are just following trends or marketing or advertising the way they are because someone told them it works. What I mean is, are you measuring and analyzing and tracking your campaigns to ensure that you are spending your direct marketing dollars wisely?

Whether you are trying to increase immediate business, generate more referrals, increase your visibility in your area of business/service, or reach a particular target audience using a custom prospect list, it is important to track the results of your direct marketing efforts. It’s easy for anyone to do a little research, acquire a quality prospect list and send out an offer. It’s easy to take an advertisement ad out in your local newspaper. It’s easy to to do this repeatedly, and see no results. You cannot assume that people coming through your door or calling you for your services are doing so as a result of one of your campaigns. You have to be positive that the new business is a result of your advertising, so that if not, you can alter your marketing strategy.
Simple things you could and should do to help track your campaigns:

1. Include “cut out” coupons that new customers can redeem in person. Place tracking numbers on each campaign so that you know where the person received the offer. *A tracking number can be something as simple as “November”.

2. Remind customers to mention the offer when speaking with you or one of your employees.

3. Include a special email address on your campaigns that is dedicated to that campaign. Ex: November[at]yourbusiness.com

4. Make sure your staff (and yourselves!) know what to do with the tracking information! Keep a log of all activity stemming from your campaigns, and at the expiration of your campaign, analyze your results. How much new business did your campaign bring in? How many new customers did it bring in? What is the lifetime value of the customer?

After you have determined if your campaign was successful or not, you now know you either can relaunch the same or similar campaign, or you can adjust the campaign and launch again. It’s known that direct marketing as well as any marketing effort improves with effort, repeating, adjusting, and repeating. You need to stay consistent and keep your products and offers in front of consumers faces at all times.
Some things to think about…

1. Not all of your campaigns are going to yield huge results the first time around. You need to ask yourself what the lifetime value of the customers it did bring in is.

2. Some campaigns may not yield much at all. That is perfectly fine. You are still getting your business in front of consumers eyes. Not all consumers need or want your products or services at the time of your offer. But now they know you offer them, and the next time they need them…they may turn to you!

3. Keep your messaging relevant! If you’re giving consumers an offer for pumpkin pie in July, you probably aren’t going to be well received. However, if you use that same offer in October/November, you’ll see results.

4. You campaigns should be alive. This means that they are forever growing and changing and keeping your image fresh in the eyes of the consumer. Change the offers, change the target audience, etc.

The bottom line: Track your campaigns to make sure they are working for you.