This is the time of year to review the basics. I can’t think of a business that does not need an Internet presence. The most important part of that presence is your ability to be found.
It is simple. But, my guess is it is not what you are expecting. Build a list.
As a business – small or large – you need to identify and reach customers, prospects, suspects… even vendors. Today’s customers require a significant amount of information to make a buying decision. Your business’ email list is one of your most important business assets. Having a targeted email list provides the ability to reach out to those on your list and provide more information about your business’ products and services.
So, how do you build a list?
- Start with your clients and vendors
- Add your Facebook friends and likes
- Include your LinkedIn followers
- Throw in Google+ circles
- Have a place on your website to capture contact information
You may be saying ‘but email is dead’. Although far from perfect and ever changing, email still plays a critical role in a most people’s lives. Barry Gill from the Harvard Business Review says, “Email is not dead, it’s just evolving. It’s becoming a searchable archive, a manager’s accountability source, and a document courier. And for all the love social media gets, e-mail is still worker’s most effective collaboration tool.”
Once you have a list (be it 5 or 5,000) you need to have a strategy to reach your list. Develop a plan that makes sure that you regularly stay in front of your list. It can be a newsletter. It can be tips. There are two ‘must haves’ with your list: (1) be consistent (it can be every week, every month… but make sure it is ‘every something’, not ‘every once in a while’, and (2) provide something of value to your list every time you mail them to cement in the list’s minds the value you bring to the relationship.
If you haven’t taken advantage of the power of a good email list, you’re missing opportunities to engage with people who want to hear from you. Additionally… you are leaving money on the table.
According to Direct Marketing Association, the return on investment (ROI) for email in 2013 was 4,300%. So, maybe you should consider adding email-marketing campaigns into your marketing mix this year?
If you aren’t sure where to start, or would like to talk with experts about how to build an email campaign, take a minute and contact YellowSchmello by emailing Donna@YellowSchmello.com. We’ll help you. Honest!
