6 Simple Steps To A Successful Email Campaign

1. Determine how long you want the email to be. With this you need to decide if you want to include full articles in the email or just teaser paragraphs and links to your web site.

2. Decide how often you want to send email. This step will be important because if you send email too frequently, your subscribers may decide to opt out of your list. In general it is better to send too few than too many.

3. Determine the best time to send email. Generally, emails for business seem to get the best open rates on Tuesday through Thursday, 10am to 2pm.

4. Generating an email list. This involves setting up opt in forms on your web site and/or if you are a retail type establishment you can have customers sign up for your list at your place of business.

5. Avoid email being filtered. Whilst there is no guarantee your email will not get filtered, the best approach is to avoid using common spam words such as “free” and avoid using “ALL CAPS”.

Many of the email services offer email testing services were you can determine if your content has a problem.

6. Write quality content. You always want to be giving your readers something of quality. If readers do not find value with the content of your email they may not opt out, but they will stop opening it.

Essential Business Advice Tips: Marketing

Website

A high percentage of SMEs do not have a website or have a very poor representation on line. The first thing a prospect is likely to do when looking to make a purchase is to ‘Google’ it or even if they have found your company in a directory, through an advert or via a leaflet through the door, it is likely they will try to find your website to ‘check you out’.

A basic, professional internet presence does not have to be expensive and even a single page with some basic details about your company will suffice to start with.

Email address

Do you think a Yahoo, Hotmail, GMail, AOL or similar email addresses for your business conveys how you want your market to perceive you? As with the website, it is not costly to set up a ‘co.uk’ domain that reflects your business name and has associated email addresses with it helping heighten the perception of your company.

Identify Your Market

This may not be as obvious as it seems. Often companies try to be all things to all people, making it particularly hard to focus any marketing activity e.g. your message to a corporate would be different to that to an SME or to an individual consumer – whilst the product or service may be the same, the positioning will vary depending on who you are trying to reach.

If it is a ‘cloud computing’ service that you are selling, the benefits to an individual versus a company with 50 staff are entirely different. So, identify who an ideal client would be – who are your best (most profitable) clients now?

The premise for your ‘perfect’ customer could be based on geography, turnover, number of staff, role within a company, age, sex, industry sector or more than likely a combination of these and other contributory factors depending on the type of business you run.

Another point to consider is how many new customers do you want (can you handle) over the next 12 months? Let’s say 10 for argument’s sake – so if you could find 10 perfect customers over the next 12 months.

Would it be easier to find them from 1000 targeted prospects versus however big the market is you are trying to address?

The more specific (niche) you can be, the easier the targets are to identify and subsequently convert to clients.

USP

What is your Unique Selling Proposition? What is it that distinguishes you from your competitors and why would I consider buying from you as opposed to them? Being able to identify your competitive advantage(s) forms the foundation of your marketing message to your prospects.

Channels To Market

As there is no definitive answer as to the best channel to market for your business, the recommendation is to have numerous, mixed and varied ways of accessing your potential clients with the proviso that you measure the response.

Whether it is adverts, direct mail, Google ads, email marketing, networking or one of the hundreds of alternative channels to market, know which campaign your prospects have responded to, as in most cases the results are repeatable and scalable and you want to get the most ‘bang for your buck’.

Benefits versus Features

People respond to the benefits that can be gained from buying a product or service and the pain or problem it fixes not a list of features.

References/Testimonials

People buy from people they trust. To help build confidence, testimonials and references from satisfied customers will enhance your reputation in the market place for a new, potential customer. Use them throughout your marketing, if possible accompanied by a photograph or better still a video of an existing client.

Case Studies

To back up any references/testimonials you have, generate some actual case studies of how you have helped your clients. A simple format would be: what was the problem/issue, how did you resolve it, what was the outcome and benefit to the client.

Guarantee

Reduce the risk of doing business with you by offering a guarantee pertinent to the industry you are in – this is particularly powerful to distinguish you from the competition and could be a number of things: money back, try before you buy, something for free or something else pertinent to your business that has a perceived high value but which does not cost you as a business to give as a guarantee.

Referral Strategy

The strongest from of lead generation that convert to sales are referrals from existing clients, peers, network contacts, partners or anyone that knows your business and is confident in recommending you.

If a prospect receives a referral to use you from someone they trust, you have already ‘inherited’ some of that trust in your ability to supply. It is possible to put a strategy together that generates referrals in this way and provides a constant supply of leads.

Consider where you could generate referrals for your business – when was the last time you asked your current customer base if they could recommend you to anyone in their business network?

Competition

Be aware of what your competitors are doing in the market place, how you can stay ahead of them and how you would distinguish yourself from them? If you were side by side on the High Street or if your websites were compared what would make you stand out and why would someone buy from you rather than your competitor?

Prospects

Maintain communication with potential customers, only a few prospects will buy as a result of an initial, first time contact. In fact, some interesting statistics are as follows in terms of the percentage of sales that are made versus the number of contacts made with a prospect:

It has also been reported that sales and marketing people will back down by the third ‘no’ (if not before) from a potential customer, therefore if your business is tenacious and sticks with maintaining contact, you can hopefully see the competitive advantage you will glean from your persistence.

Building Relationships With Your Customers

No matter what kind of business you’re in, building customer relations should be one of your top priorities. All customers, whether on-line or off, like to feel that they are appreciated when they shop in your brick and mortar store or through your web-site. It’s easy in today’s hurry up, not enough hours in the day society we live in, for business owners to get all caught up in their everyday schedules of running their businesses and loose focus on why they have a business in the first place… CUSTOMERS!

Below are 5 techniques every business owner can use to help increase relations and build trust with their client base.

Emails

Email opt-in list building is creating a list or a collection of email’s of people who have a similar interest. List building is largely about building relationships with your customers and should be considered your business life line as it can directly effect your prosperity as well as profits.

Building a high-quality, robust and responsive mailing list can be worth it’s weight in gold. An opt-in list for your business is and important commodity and should be one of your priorities no matter whether you have a web-site or not. Building lifetime customers is arguably the most important thing you can do for your business and building a successful list can sometimes mean the difference between success and failure.

Ezines

This is a great way of capturing the email address of those who are interested in your products or services. Just place a small subscription form box on your web-site, or place printed forms in your business somewhere, explaining the benefits of your product or service. Launching your own email ezine is a good and fun way to help you build customer loyalty and build a communication link to them other than through traditional advertising.

It builds trust in the eyes of your customers when done right. Doing it right means including useful information about different topics of interest. Make it cheerful and fun so your subscribers will be counting down the days until they receive your next edition.

In addition, be sure to include a note about your special promotions, offers and sales to all members. You can even include coupons that can only be found in your ezine that will allow customers to get secret, un-advertised discounts. This can also help you to track the effectiveness of your ezine. This method will also work with newsletters and emails.

Newsletters

An email newsletter is similar to a regular newspaper but it delivers news directly to your email electronically. Most companies have an email sign up form on their web-site for their newsletters. Your subscribers should be able to set their watches by the arrival time of your newsletter. While newsletters and ezine’s are pretty much the same thing it’s important to use one or the other to keep in touch with your customers.

Auto-responders

An auto-responder is an easy, web-based email marketing software that delivers your email campaigns, special promotions, sales notices, newsletters, ezine’s and follow-ups automatically. This is an absolute must for today’s business owners. Once set up, it will allow you to put your marketing efforts on auto-pilot.

The bottom line with auto-responders, and this is extremely important, is you must use a professional auto-responder such as Aweber or GetResponse. Equally important is to use an Opt-in only, type of sign up and I personally would forget about purchasing so called fresh leads.

There are tons of free auto-responder services out there but the simple fact is that they’re usually free for a reason; too many advertisements on your out going email messages and deliverability rates to name a few.

Article Marketing

Marketing by using articles can be one of the most effective and least expensive ways to promote your business. This is especially true if you have a web-site. Writing articles about subjects you know about that include keywords related to your business is one of the best ways to get search engines to notice you which can lead to increased traffic to your business. And no, contrary to popular belief, you don’t have to be an expert in order to write articles.

Conclusion

Which ever way you choose to promote your business, always remember that the customer is the only reason you have a business in the first place, and you should do everything in your power to make their experience the absolute very best it can be. It’s not always about the lowest or cheapest prices either, sometimes it’s about how they are being treated that keeps them coming back.

via UK Business Advisors Ltd | UKBA – Building Relationships With Your Customers.

Five Ways to Make Your Advertising Work Harder

One of the sharpest minds in the direct response marketing business is fond of advising potential advertisers that creativity is not a positive virtue for an advertising copywriter. Whether it is a print, on-line or broadcast ad, the worst response experts say people should give is to think an ad was exceptionally creative. Instead, the person should respond by wanting to buy the product.

Here are five ideas advertising writers may use to help make their ad copy more effective.

1. Proof. Let people know how good your product or service is by offering proof that it stacks up better than its competition, or that it has met or exceeded certain tests or specifications. When stating numbers, such as how much faster one medicine works when compared with another, round numbers are less effective. Therefore, try to use uneven numbers like 23.7% rather than round numbers like 25% and your message will be more believable.

2. Identification. Do not be afraid to let people know who you are, where you are located and what you think and feel. Rather than appearing to hide behind a post office box number, tell people that your office is located at 1234 Elm Street in the red brick Smith Building, which was constructed in 1916. This not only makes you seem more interesting, but also more believable and trustworthy.

3. Guarantee. People will always be more willing to buy from you if they trust you will refund their purchase price if they are not satisfied. Yes, you may have to incur some expenses paying for refunds, but your increased sales will more than make up the difference.

4. Accessibility. Similar to identification, it always is best to be easy to reach, so do not omit your contact information from your ads, especially ads in print and on-line messages. Whether it is your phone number, Internet URL, email address or all three, make sure they are correct and working properly before you publish the ad. For example, if you are publishing a toll-free number that only works from the USA, if you also include your regular telephone number with area code, potential customers from other countries may also buy from you.

5. One more thing. Every sales letter should have a PS following the signature. This part of the letter will most likely be read more closely than some other parts, so utilize it to reinforce your most important point, or offer an extra bonus to motivate the reader to act immediately.

By making sure your advertising message has met the above five criteria, you will ensure the next ad you write will help make your cash register ring even more loudly.

via UK Business Advisors Ltd | UKBA – Five Ways to Make Your Advertising Work Harder.

Success Starts With A Plan

Everything successful starts with a plan and selling is no exception. It does not matter what you are selling. It can be insurance or real estate, advertising or cars. It all requires networking at the highest level or just simply communicating with people either face to face or via any of the modern systems you like. It does not really matter but communicate you must.

We have all heard the story of the successful car salesman that sent out thank you notes, birthday cards and purchase anniversary cards to all his past clients and prospects. A simple act with a subtle sales message embedded in it that produced a ton of business and made him very successful. Of course there are scores of variations on this theme but very successful salespeople follow through and continue this year after year.

So plan to contact a specified number of people every day. Break it down into types of contacts and methods. Do not make it too difficult. Ring ten new contacts or existing prospects (anybody you are not currently doing business with). Talk to two new people in a public place. Preferably people you have noticed on a regular basis like shop assistants or fellow commuters. Email any number of old clients with useful information.

In everything you do try to follow up. Always follow up current clients, No exceptions.

There is no secret to being successful. Just look successful and dress appropriately to look successful for your position. Talk like a successful person and believe you are successful without appearing arrogant. Keep up the accumulation of contacts, most of them probably will not buy from you but they all talk to other people and your public awareness will grow exponentially. Along with that will come the increasing success and wealth.

This is true of small town sales people and internet whiz kids.Get out there and get your name spread around. Garnish your reputation with a respected name for good service and valued advice. Always remember the basics of honest dealing with people, a ready smile and remember to say thank you. Two very powerful words often forgotten these days.

Selling is not difficult or complicated and you should not make your plans difficult, otherwise it can get very hard to implement the plan you have decided on. You can put whatever you like in your plan. But try to keep it simple. Keep working with it. At the beginning fine tune it or even change it. But when you have got it right use it throughout your sales career.

Plan, focus, follow through, succeed and enjoy a happy life.

Consider these factors when you next think about how to win over people for the next initiative or project that you want to launch.

via UK Business Advisors Ltd | UKBA – Success Starts With A Plan.

What Is Social Networking All About?

There are many different reasons that social networks exist. Likewise these social gatherings serve many purposes for those who use them.

If you consider yourself Internet savvy, then you probably already have a pretty good idea what social networking is. Whether you are that savvy or just getting introduced to the Internet, social networking web sites are increasing and doing quite well for the network creators as well as those who join them. So what exactly is social networking and what’s it all about? Read on as we explore this phenomenon.

A basic definition of social networking is paramount to understand what it’s all about. A broad definition is the gathering of people in an online community for the purpose of sharing interests and activities together. This leaves a world of possibilities when it comes to what social networking is all about.

SOCIALIZING

This may speak for itself on the surface but actually socializing is one of the primary ways that we communicate with each other. And thanks to the Internet, it is now possible to socialize on virtually whatever level you desire with people from all walks of life. Networks exist for every interest; from the simply frivolous to the absolute essentials. And because the Internet affords a level of anonymity that many people appreciate, this electronic form of socializing can be intimate, therapeutic, confidential and just plain fun.

NETWORKING

This normally brings to mind the idea of people gathering together to create a group of people with a common goal such as finding jobs or raising funds for a charity. Today the Internet connects people from around the world into social networks for sharing pictures, blogs, live chats, instant messaging, emailing and virtually any other social idea you can come up with.

AFFILIATE MARKETING

Here are opportunities to promote products and services through exposure that comes with belonging to a social network. You’ve probably seen the advertisements that are placed on the pages of social network members. Additionally, when you have the necessary coding, you can place their notices on the pages of other members. It has become one of the greatest ways to get affiliate sales by marketing your business on every available social network.

SEO (Search Engine Optimization)

Many website owners are turning to social networks to gain added SEO with general information about a particular subject. These articles can be placed as blog comments or stand alone pieces that must be placed in the applicable forums. With the proper use of certain key words placed as back links in the articles, an article can create a wonderful search engine placement benefits for those working to generate new customers and increase profits.

FUN

It may be overstated but with so many pressing situations being broadcast in the media, the opportunity to connect with others in a social setting such as the ones that social networks provide is fun. After a hard day at work or searching for work, there is plenty of pleasure to be derived from sitting down in front of the computer and finding several messages from friends in your social network. Whether it is games such as role playing or sharing such as how-to features, the fun aspect of social networking can relieve stress and provide hours of enjoyable time online.

So if you have not joined a social network yet, go to your favorite search engine, and search for some social networks related to your interest. Find one that you are comfortable with, one that looks active, and join the crowd!

via UK Business Advisors Ltd | UKBA – What Is Social Networking All About?.

The Truth About Sales & Marketing

At a time when the world is facing its biggest economic test in years and  retailers are slashing prices to shift stock, it is valuable to step back and have a look at the sales and marketing process being deployed in your company.

Over the years, sales and marketing has been portrayed as a specialist art that only the few, naturally gifted, can excel in.  Proponents of this view can often be found with CV changes every two to three years and a trail of organisations left with a feeling of disappointment that things “didn’t quite work”.

To connect the powerful commercial ideas of the business to the necessary levels of sales or customer retention the sales and marketing function should be treated as a process that is 95% graft and science, 5% natural ability.

An effective approach is based upon six universal principles of sales and marketing effectiveness that impact performance.  These principles are relevant to all types of sales organisations irrespective of size, sophistication or location.

The exact weight that each principle carries in producing final results will vary between markets and, to some extent, between companies.

A critical foundation is forming a common view of those weights between customers, senior and front-line management.

•    Knowledge

Having a full understanding of the marketplace and how your products serve its needs. Do your homework. This is usually the basis of your competitive advantage.

•    Strategy

Providing a focus and direction for the sales and marketing effort commonly understood through the company.

•    Structure

The division of work among individuals and the coordination of the work once it has been divided. Even if you only have one sales person, tasks have differing priorities.

•    Marketing Operations

Relating customers’ needs to your products. Driving customers to being positively disposed towards your products. In many businesses this is largely driven by consistency and service delivery.

•    Sales Operations

Making it easy for customers to buy your products.

•    People

Recruiting, integrating and developing commercial people to achieve maximum performance (and removing any under performing people quickly).

All of these principles need to be incorporated into the process and actively managed to take control of the sales and marketing function.

via UK Business Advisors Ltd | UKBA – Articles: Sales & Marketing – The Truth About Sales & Marketing.

How To Conduct A Market Analysis For Your Business

The term “market analysis” is often confusing to entrepreneurs, especially for people who focus on a specific niche or market segment.

In fact, many small business owners don’t understand the process or complain that conducting a market analysis is too complicated or too expensive and wonder why or if it is necessary.

What is market analysis?

In the most basic terms, a market analysis is an assessment of:

A particular problem or opportunity in a market.

The needs of the target market relating to the problem or opportunity.

Ideas for marketing a particular product or service that fills the needs of the target market.

When should you conduct a market analysis?

When you are starting a business.

When you are entering a new market.

When you are considering a new product or service.

Why should you conduct a market analysis?

To minimize business risks.

To understand the problems and opportunities.

To identify sales opportunities.

To plan your marketing/sales approach.

The process of conducting a market analysis can be divided into three parts:

Part 1 – Understanding Market Conditions

This gives you basic information about your entire market – the size, the competition, the customers.

Part 2 – Identifying Market Opportunities

This gives you more targeted information about potential problems or opportunities in the potential market, and includes information about growth, current and future trends, outside factors and more information about specific competitors.

Part 3 – Developing Market-Driven Strategies

Here is where we get into what market research does for you. It helps you to pinpoint opportunities to grow your business. By understanding the market and knowing what opportunities are available you can create a marketing strategy that leaves your competitors in the dust!

Here are 10 questions that can help you get started:

1. What is the market I want to reach?

Who are they? (Basic Demographics)

What is their biggest problem in relation to this market?

Are their needs being met by the products or services provided in this market?

2. Who is my competition in this market?

Are they successful in this market?

Are they marketing a similar product or service?

What is the market share of the three biggest competitors in this market?

3. Is there room for growth in this market?

4. What is the size of this market?

Is the industry growing? Stable? Saturated? Volatile? Declining?

5. How is my product or service different from the competition?

6. How can I reach this market?

How is my competition currently reaching this market?

Is it the most effective way?

What are the alternative ways of reaching this market?

7. What are the business models of my competition in this market?

Are they effective?

Is there a way to do it differently or better?

8. What do customers expect from this type of product or service?

What are the core competencies of this product or service?

What would make the product “new” “different” or “better” for the customer?

9. How much are customers willing to pay for this product or service?

10. What is our competitive advantage in this market?

Knowing the answers to these questions will not only help you figure out if there is a need for your product or service, it will help you figure out the best ways to reach your customers, price your products or service and ultimately make more sales!

via UK Business Advisors Ltd | UKBA – Articles: Sales & Marketing – How To Conduct A Market Analysis For Your Business.

Positioning Gives You The Market Edge

Positioning is the best plan that any business can implement.

Positioning is putting yourself in the right place in the eyes of your market. You get your market to know you as an expert that can be trusted. You get looked on as a reliable resource for information.

Positioning is easy to do. Just give free information of interest to your market. Your market is the people who would be likely to buy the services or products you offer.

Let’s say your market is people who like to fish. What they buy are reels, poles, lure…things they need to fish with. You could tell them the Best Ways To Fish For Salmon, Bass, Trout…The Fine Art Of Fly-Tying…How To Cast For The Best Catch…How To Find The Best Fishing Spots…Cleaning And Cooking Fish In A Snap.

If you sell reels, poles, lure, etc. – then such reports will attract readership from your target market – the people most likely to buy from you.

Chances are if those readers found something useful in your report, then they would be interested in reading more. Give it to them – have them sign up on your list.

That is how positioning works, and the reward is great. Having a list built up of targeted, loyal, and responsive prospects is the very best thing a business can have.

Not only can you tell them how to catch more fish with the least possible effort, but also how your products can help them to do it even more so. Since you are an expert, it’s only natural that you would have the greatest tools and tackle.

There is a special thing about having a list, so treat it special. Consider it for what it will be – the marketing life-blood of your business.

Most businesses, if they keep lists, just have lists of customers who bought from them, and yet do not even send them as much as a Thank You Note or Christmas Card.

The people on your list will have a more connected relationship with you. You are not just a seller to them, and they are not just a customer to you. They will look forward to contact from an expert giving out the latest fishing tips and you will be ready for any questions they might bring you. Your answer will most likely be of interest with your whole list, so share it with all of them.

The more you can make the people feel privileged to be on your list the better. You can give your list exclusive deals, free offers, deep discounts, holiday specials, even the chance to sign-up for a paid subscription service where they get the meanest down and dirty underground secrets of fishing success where the fish don’t stand a chance in Neptune.

This works for any marketing niche you happen to be in, not just fish. Positioning is the very best way to ‘fish’ for prospects in your market. Lure them with the knowledge and service you provide, and soon you have your own stocked pond full of hungry fish that you can catch over and over again.

It pays to know as much about your market as you can. Communicate with your market about the ups and downs, advantages and disadvantages, progress and problems associated with it. Do what

they do, read what they read, know their likes and dislikes, search and study resources.

Above all, look for answers and innovations. Then find a way to use them in your marketing and advertising. People will always be interested in new and better things and are drawn to those who have them.

This will not only help in positioning yourself as an expert, but also in finding ways to position your products or service as having unique benefits. You do this by finding unsolved needs and thinking up solutions. Being the first at something also affirms you as an expert par excellence.

If you do these things, you and your business will be positioned. You will have the MARKETING EDGE.

via UK Business Advisors Ltd | UKBA – Articles: Sales & Marketing – Positioning Gives You The Market Edge.

The Importance Of Branding For Your Company

It is said “you can’t judge a book by its cover.” But people do. It is the packaging that sells it. The title and design of the cover will make all the difference in its appeal. You can do the same to develop a big booming business with something called BRANDING.

Branding is the immediately recognisable “ah-ha there it is!” That is what you want in your product and especially your business. People may see it as in a picture, or hear it in a phrase that identifies the product or service as the one that focuses on them and their desires. Upon entering the brain through the eyes, ears, or both, good feelings are triggered and drug-like chemical reactions in the body flood all nerve receptors with desire for the product.

Branding is a form of mesmerism by easy memorisation to your prospects, who then become customers, because when they go to buy the product they think of you. You get famous through branding. The brand is you, how you get known, how you get success, and how you will get to charge more for what you have or do.

The jingle they cannot get out of their heads screams at them to buy and try your product. It is a response, not a choice, because people know what they know, and through branding what they know is your product.

Branding makes your product sexy, seductive, irresistible, and “must have.” Coming up with tactics for branding is your chance to be creative. Come up with an overwhelming benefit of your business above what other businesses have and make it catchy. Make it sing an opera, dance the twist, and sparkle like fireworks. This is what drives your marketing into the minds and hearts of your market.

Be bold, be different, one-of-a-kind, outstanding, magnetic! Use branding to be what only you can be and people will buy when you fill their need.

Here are some things people need:

They need things FAST.

They need things that make them FEEL GOOD.

They need things that ELIMINATE PROBLEMS.

They need things that ACCOMPLISH GOALS for them.

They need things that FILL VOIDS in their life.

They need SECURITY.

They need to BE IMPORTANT.

They need GUARANTEED RESULTS.

They need LOVE.

They need BARGAINS.

They need HOPE.

They need RELIEF.

They need a FRIEND and ALLY.

They need to SURVIVE and THRIVE.

They need YOU to FULFILL THEIR DREAMS.

Satisfy any of these cravings once for your customer and you can add one product after another to your business  and the customer will buy. It will be because YOU are the brand the customer has gotten to know with fondness and learned to trust.

Get personal with customers and keep in contact. When Dave Thomas started doing commercials for his Wendy’s Restaurants, the business revived from its slowdown because people could see what a likable guy he was.

Take what you do and present it to the public over and over in advertising and promotion and prove it in performance to your buyer.

Let’s say your business fills the need in people to have what they want fast. Here are a couple successful slogans that went far to brand these companies. For Domino’s Pizza – “30 minutes or it’s free.” For Federal Express – “When it absolutely, positively has to be there overnight.”

Such branding made an impact, made a reputation, and made sales. If you want to establish yourself in business, you can have no better strategy than branding. It is how cotton swabs become Q-tips, how tissue became Kleenex, how a copy became a Xerox.

Branding is what makes franchises so successful. You pay a lot of money for a franchise because if you work at it, it is sure to work, because it is already branded. McDonalds Restaurants are found worldwide as well as next door.

Brand yourself, your business, with the right ideas to motivate and excite, and whenever people think of your product or   service, they will think ONLY OF YOU!

via UK Business Advisors Ltd | UKBA – Articles: Sales & Marketing – The Importance Of Branding For Your Company.