Marketing Campaign For Small Business – What is one of the most effective ways to strengthen your relationship with prospects and customers to increase retention, repeat sales and referrals?
To clarify, I’m talking about email marketing to your own “home” list of prospects and customers, not a list you’re renting or buying.
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For the rest of this article, I’ll assume you have a list of prospects and customers. If you’ve been in business for any length of time, you probably have a list.
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The list may be in your head or on paper, or buried in an Excel file on an old, dusty desktop. Anyway, I’m sure you have a list and need to follow it.
For more ideas on building and growing your email list, read 3 Ways to Build a List.
For the rest of this article, I’ll focus on 5 types of email marketing that all small businesses can use.
The first email campaign is intended for all companies with a list of contacts who have not sent an email for a long time. For example, if you have a list of prospects and customers but have never formally sent out an email newsletter to keep in touch, this is where you should start.
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If you’re not in regular contact with your list, it’s important to do so before using one of the campaigns below.
The goal of a warm-up campaign is to reintroduce your business, give context, show why you’re here, and explain that you’ll be with more valuable emails in the future.
A good tactic to use when running a warm-up campaign is to conduct a survey to get feedback from your audience. Remember, the goal is to re-engage your audience, so you’re not trying to sell anything.
Done right, a “Warm Up” campaign will have your list ready and waiting for your next email to start adding more sales tactics.
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At any given time, you have contacts on your email list who are ready to buy, and it’s your job as a marketer to make it as easy as possible for them to raise their hand.
Tee Up does not directly solicit campaign sales. Instead, email is positioned to help anyone who needs your product or service. The most basic example is, “Are you still looking for help?
Almost everyone is familiar with the Flash Sale campaign, as it is the most popular (and most used). Anytime you receive an email about a limited time sale, you have a Flash Sale.
The beauty of Flash Sale is that you can create on-demand sales with the click of a button. Simply type in your terms of sale, select the list segment you’d like to email, hit send, and sit back while the orders come in*. 🙂
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* Again, I cannot stress enough the importance of your relationships with your contacts and customers. If you don’t build your relationship first, then none of these campaigns will work for you.
For example, prospects on a real estate agent’s email list may need help finding a reputable moving company and attorney. Although the real estate agent does not provide these services, he may offer those services to his email subscribers by partnering with local businesses.
After setting up affiliates, you can run a referral campaign to generate leads and sales for your affiliate.
It should be a win-win because you’re helping your contacts get what they need, your partners get a new marketing channel, and depending on the partnership, your partners can earn commissions or cross-promotions promoting your business.
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With this campaign, you build interest and anticipation for your new product or service to increase sales on launch day.
Experience this in action by exploring marketing campaigns for major Hollywood movie releases and new iPhone apps. Before the launch date, information will be sent out in waves (in our case via email instead of TV ads) to increase value, explain all the benefits and detail exactly how and when to buy.
We designed this class to help you get all your email marketing systems up and running in just 30 days.
Join over 30,000 other business owners, marketing managers and consultants who subscribe to our free Main Street Marketing Tips email newsletter. If your small business has a solid marketing strategy that brings in new customers and drives profitable growth, you need one. be proud But, not to settle for “good enough,” you’re probably asking what else you can do with your marketing budget. If you have a specific goal, such as promoting a new product or increasing brand awareness, you may want to run a targeted campaign.
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A marketing campaign is different from the brand marketing you do every day. It is an effort to achieve something specific and it has a beginning and an end. Think Dove’s Real Beauty campaign or I Got Milk. You don’t need huge advertising spend to run a marketing campaign, but planning is essential. Part four of our Dominating Digital series is a guide to building your next marketing campaign.
Spending time setting goals for your campaign is essential and will help you stay focused. If you don’t know what you want to achieve, you will never know if your money is well spent.
Once the goal is determined, determine how much you can afford to spend. Think about what incremental revenue you expect to see when you reach your goal, and look at what you’re currently spending on other lead generation or brand awareness efforts.
Whether you’re running your campaign in-house or using a marketing firm, a complete picture of who you’re targeting helps you define the “what” and the “where.” This may or may not be the same as your business’s typical target customer. Take note of the demographic information and also put more thought into identifying and getting the right person. If you want to promote a new line of natural skin care products, your goal might be to:
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He is 35 years old, has small children, lives in the city. He buys organic fruits and vegetables and looks for ways to reduce his impact on the environment. She grew up in a household that used Johnson & Johnson and Dove, but now she’s concerned about the chemicals in regular skin care products. She relies on recommendations from other moms and her pediatrician about what products to use on their babies. He checks Facebook and Instagram every day and follows 2-3 blogs.
What – Now it’s time to get creative. What do you share with your target audience? Your marketing campaign should maintain the look and feel of your brand, but still stand out on its own. Every piece of content you create should ask your audience to do something – go to a landing page, sign up for a consultation, follow us on Instagram, etc.
Tip: Don’t forget about the video! It is highly effective and has become a favorite type of content for social media users. It can also be cheaper than you think.
Where – Defining your goals, audience, budget and concept should help you narrow down the marketing channels that make sense. Some channels only charge when someone calls or clicks, while others charge a flat rate. A B2C company might do strictly digital marketing, while a B2B company might create print materials for an industry event. Regardless of your business, share your campaign more on the social media channels you’re using.
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During goal setting, you determined how you plan to measure success. At the end of your campaign, analyze this success rate as well as any other KPIs (key performance indicators) you can achieve, for example; (CTR) click-through rates, website visits, new subscribers, etc. Hopefully, your results outweighed your marketing costs and you can call this campaign a win with a huge ROI (Return on Investment). Reviewing metrics after each campaign will help you understand which channels performed well and help you design your next small business marketing campaign.
Marketing campaigns don’t have to span every advertising channel or last for years. They work great for small businesses that want to spend more money on marketing over a period of time or want to test the waters and try something new. If you’re not sure how to start your next campaign, the experts at Tipsy Social can help you strategize, design, and even implement your next digital marketing campaign.
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