Ottawa Email Marketing

Reach Out With Email Marketing

One of the challenges that many entrepreneurs face is how to stay “top-of-mind” with clients and prospects in a way that provides value, and that isn’t always about “buy my stuff”.

It’s easy to keep in touch!

I’m talking about reaching out to your audience with a regular email newsletter. It may sound passé in these days of Twitter, Pinterest, Instagram, etc., but it is still a very viable avenue to connect with existing and potential customers.

Of course traditional advertising is still an option too, but that can get pricey in a hurry to do a proper job of it, especially if you don’t have deep pockets! Some of the many advantages of having your own newsletter are that it:

  • Positions you as an expert in your field
  • Places you as a resource for products, services, and information
  • Builds KLT (Know, Like, & Trust)
  • Reaches a large number of people very inexpensively
  • Makes you approachable

Another benefit is that you’re likely to make more sales from sending out your newsletter. And bottom line, this is what every business owner is after!

Show me the money…

Here’s part of an infographic based on research by Kissmetrics, Pew Internet, eConsultancy, et al, that shows the effectiveness and terrific ROI of email marketing.

Email Marketing is still very effective!

Next time around, I’ll take a look at how you can easily get started with your own email newsletter.


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, e-mail contact@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2013 Marketing Strategics – All rights reserved

Don't Burn Your Loyal Customers

Don’t Burn Your Loyal Customers!

It seems to me that the bigger companies get, the more out of touch they are with how to properly treat their customers. And how you treat your customers will stay with them so much longer than your catchy ad, witty tagline, or latest “Everything Must Go” discount sale.

Let me fill you in on what I’m talking about. Earlier this week my subscription to Norton 360 was auto-renewed at $89.99. The price on their website is “save $20 – only $69.99!”

It’s only 20 bucks…

I’m not the kind of person to let something like that slide. You might say, hey it’s only 20 bucks. Not so much. To me it says “let’s count on the apathy of loyal customers, let’s see if we can slide this under the radar – it’s easy money…”

And, get this, I could get Norton 360 from Staples for $44.99 online without even leaving my office!!

So I get online and chat with the Norton call centre. Prathish is very polite, very efficient, and quickly refunds the charge, and cancels my subscription – no problem there.

I then ask how come, $69.99 on the website but not for me? Well, it’s company policy to renew existing customers at full retail!

No attempt at retention, no niceties, no nuthin’.

You bought already, don’t bother me

I see this type of thinking as so many kinds of wrong. To me it says, you bought and now I don’t have to care. Buy my product today, and we’ll worry about selling to you again later when we get there.

How’s that for a marketing message and building the relationship with your customer?

Now on the other hand, I can tell you about Myers Cadillac Chevrolet. These folks know how to treat you right!

This month we upgraded into a new vehicle, but didn’t need to as the previous one was only a couple of years old. What prompted us to do so is that I received a letter from Myers explaining that it might be financially viable and advantageous at this time. We checked out the numbers and options and it absolutely made sense. A no-brainer!

Now we’ve been dealing with Myers and Shawn Fields for 13 years already. Shawn is a low-key, straight-up and no BS kind of guy. The kind of person you can trust.

And we’ve been having our vehicles serviced there exclusively as well for the same reasons. You may think that getting service at a dealership costs more, but actually I find I get so much more value out of bringing my car to Myers.

1. They’re trained on their brands and know my vehicle.

2. They know me by name (It’s kinda like the TV show Cheers).

3. They do the job right the first time. (It’s been my experience, so I have to assume that’s most of the time.)

4. They have a great little restaurant & lounge where I can work.

5. Or they’ll drop me off & pick me up if I choose.

You’re a customer too!

Hmm, there’s a few interesting things going on in what I’ve just written:

1. I felt compelled to tell you about the infuriating (negative) experience first. Just human nature I guess (so I must be human…)

2. The Norton experience is only about $50 to $100 a year, so why even bat an eye at the price.

3. I’ve probably been a Norton customer longer than I’ve been a Myers customer.

4. I realize that you can’t compare the price of anti-virus software to the price of a car, but the margins are probably much higher.

5. Product matters and has to be good, but after you have that covered, service is everything.

6. How much have we spent with Myers over 13 years? I’m sure they are well aware!

7. How you treat your customers speaks volumes and is your number one marketing activity!


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, email contact@marketingstrategics.biz, or call 613.691.1221, extension 101.

Marie Watkins Marketing Strategics

2013 Marketing Planning

2013 Is Just Around The Corner – Are You Ready?

It’s almost year-end already! Have you planned out your 2013 marketing activities yet?

If you have a marketing plan for the year, even if it’s something you scribbled in your day book, now’s a good time to review and revise as needed. Did you follow through on planned activities? If so, what kind of results did you get? What items did you not implement – did it really matter?

In other words, did you reach your targets of more sales, more customers, repeat sales, referrals, etc.

A simple fill-in-the-blanks way to layout your plan is to use a marketing calendar for the year. If you don’t have one, now is a good time to create one for the next six months and start implementing your online marketing activities. To make it even easier, I’ve prepared one for you.


[download id=”8″ format=”2″]

And for those of you who say “what the heck is a marketing calendar anyway?” let’s back things up a bit and go into more detail…


What Is A Marketing Calendar?


As the phrase implies, a marketing calendar is a calendar on which you plot out your marketing activities for the year once you’ve mapped out your marketing strategy which supports your sales targets. This tool helps you to visually see which activities you’ll execute and when. This can be for all media and methods, offline and online. However, I’ll be focusing on the online activities.


Why Create A Marketing Calendar?


Now the “why” is something very important that we should talk about. Actually, that’s the first thing that you should determine before you even start filling in your calendar. Why do this for your business? What are the key objectives of these activities? What’s the pay-off?

Let’s take a look at some plausible examples. Some goals could be:

– Make more sales to existing customers
– Get more new customers
– Attract referrals
– Build brand recognition for your company
– Establish yourself as an authority in your industry
– Build a stronger relationship with your clients


What Format To Use?


I find the easiest tool to use is a simple spreadsheet. Have all 12 months in one sheet, do it by quarter, half-year, or add tabs for each month of the year.

Most activities will repeat, so you can copy one sheet all the way across and modify each one as required. Personally, I like to see the whole year at once, and use tabs for special notes & projects.

Templates make it easy, and I use them as much as possible, why reinvent the wheel? Download your copy now.

[download id=”8″ format=”2″]


What Activities Should I Target?


Here’s a list of online activities that you can execute to build up traffic, get more leads and new customers for your business.

This is by no means an exhaustive list. However, you can start with a few activities, and build to more over time. The key is to be consistent and track your results.

– Create and regularly publish an e-mail newsletter
– Post regularly to your onsite blog
– Create mobile offers for your loyalty program
– Create informational videos and distribute them through video sharing sites
– Use Social Media to promote your business.
– Post to offsite properties
– Write articles and post to article sites
– Comment on other blogs and forums

As you track your results, you’ll be able to spot trends in what works best for you and what doesn’t. Now if something isn’t working well for you, it doesn’t necessarily mean that it should be dropped. It may need to be tweaked to work better. Don’t forget to refer back to your online marketing calendar to correlate results to activities.

[download id=”8″ format=”2″]

Please remember that measuring your results is as important as the activities you’ve executed. If you don’t track, you can’t know for sure what your efforts are yielding.


This Is Work – Do I really Need To Do This?


Well yes, it is work. But it’s not like working the mines or roughnecking on an oil rig… It does take a certain level of concentrated effort, however the payoff can be big. Big in terms of new business, repeat customers and raving fans!

Just think of it this way, your Internet marketing efforts act to spread the word about your business 24/7 in the online world exactly where your prospects are looking for the products and services that you sell!

 


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, e-mail results@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2011Marketing Strategics -All rights reserved

Canadian Internet Marketing Surpasses Print

Stop the Presses! Canadian Internet Ads Hit $2.2 billion in 2010!

Is This Internet Web Thing Going to Take Off?

I actually heard that at ONE BBSCON back in 1992… And the answer is: Yeah, I think so!

Big news today – Canadian Internet Ads Hit $2.2 billion in 2010. This week, the Interactive Advertising Bureau of Canada announced that revenues from advertising online increased 23% from 2009 to 2010 and passed daily papers, which raised $2.1 billion in ad revenues last year.

TV is still in the top spot, for now, having generated $3.4 billion, but it’s losing traction having only grown at a rate of just 9% from 2009.

Internet Marketing is Key for Local Business

More and more businesses are realizing that they get much better sales results, which they can also track and measure more easily, from online marketing. If your bricks & mortar business is targeting a local market, that makes online marketing even more appealing. And then there’s the newcomer to Internet Marketing which is Mobile.

Taking the Internet Mobile

Mobile Internet Advertising is playing a significant part here. Although still comparatively small at $31.9 million in Canada for 2009, Mobile Internet Marketing grew at a rate of 169% year over year, according to a report published by the IAB in April. And with smartphones proliferating like dandelions in Spring, revenues from mobile ads are expected to hit the $51 million mark for 2010.

Multiple Online Channels

That 2.2 billion figure breaks down like this:
– Search engine advertising: $907 million
– Display ads: $688 million
– Classifieds and Directories: $587 million

Online Video is Hot

Online video ads on YouTube and other video sharing sites, had significant growth, leaping to $37 million from just $20 million in 2009.
However, you can take full advantage of video sites to drive traffic to your business without necessarily buying advertising. Using your videos as part of a strategic Online Marketing campaign can work nicely to bring in new customers.

You can find more of the CBC story here: http://www.cbc.ca/fp/story/2011/08/02/5194028.html#ixzz1TxyHTwck


Marie Watkins is Chief Instigator at Marketing Strategics, whose corporate mission is to help business owners harness the power of the Internet to achieve greater sales volume, improved profit margins, and an army of raving customers and fans for their business!

To find out how Marketing Strategics can help your business, e-mail results@marketingstrategics.biz, or call 613.691.1221, extension 101.

© 2011 Marketing Strategics -All rights reserved