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Using Email Marketing to Grow Your Business Email Marketing can be a remarkably inexpensive and amazingly cost effective way to grow your business and improve your bottom line. If your business is new to the world of email marketing, it is exceedingly important for you to follow email marketing best practices to assure the best results possible. First of all, let's take a look at what email marketing is and isn't. EMAIL MARKETING IS… Delivering PROFESSIONAL email communications to an INTERESTED audience, containing information they find VALUABLE. The most important distinction here is that you are dealing with an audience that WANTS to hear from you and is EXPECTING to hear from you. This is called "permission-based" email marketing. You want to market to those people that have elected, or "opted-in", to receiving communication from you. EMAIL MARKETING IS NOT… PURCHASING a list from a third party vendor, RENTING a list from an outside company, or BUYING an "Opt-In" list. INCREASING TOP OF MIND AWARENESS VIA EMAIL MARKETING Think about this… for the majority of businesses, most of their upcoming business will come from their existing customers. In almost all cases, word of mouth from existing customers is the best form of advertisement. <strong>Be</strong>cause of this fact, it is imperative to raise your customers Top of Mind Awareness (TOMA). You want to be the first thing they think of when your product or service is needed - whether it is needed for themselves or a family member, friend or co-worker. Keep in mind that not only is your existing customer invaluable but referrals and references are vital to the growth of any business, and a free form of advertising. Utilizing this theory is where an email marketing strategy comes into play and can work as a vital component to the growth of your business. BUILDING A QUALITY, PERMISSION-BASED EMAIL LIST Since an email marketing list is one of any business's most valuable assets, it’s worth spending the time to build it right. The question most companies have is this, "If I don't purchase a list, where will the email addresses come from?" Here are some strategic ways to help you quickly grow a permission-based email list from Constant Contact: Incoming and Outgoing Calls: If you haven't been doing so already, ask people to join your mailing list during incoming and outgoing phone calls. Train yourself and your employees to ask people to join while explaining the benefits. Motivation: i.e. Everyone who signs up to receive our email newsletter in the next 10 minutes gets an extra 10% discount coupon. Events and Meetings: Collect where you connect. Print Media: Include sign-up link in brochures, whitepapers, articles, and other communications that highlight your organization. Optimize Website and Social Media: Include a sign-up box on every website page, blog and any other social media site such as FaceBook, Twitter and LinkedIn. QR Code: Add a QR Code on your business cards that links to an online sign-up form. Point of Sale: If you're a retailer, place a sign-up list or guest list at your POS. Displays: Display a sample newsletter at your location. Privacy Statement: People like to know their address will not be sold. Employee Contests: If you have employees, get them involved and consider providing some incentives or rewards for assisting and building your email list. For more information, contact Mariann Siegert Levin at Mariann@Omega-Enterprises.org "You're dealing with an audience that WANTS to hear from you and is EXPECTING to hear from you." Mariann Siegert Levin Omega Enterprises ABOUT THE AUTHOR Mariann Siegert Levin is President of Omega Enterprises specializing in helping non-profits and businesses succeed through educational seminars, consulting and marketing services. She is a Local Area Expert for Constant Contact in Social Media Marketing and Email Marketing. She is also the author of Hired! eWorkshop (available through Amazon). 18 onthetown onthetowntexas.com OTT Texas Sept Oct FINAL.indd 18 10/10/2013 12:56:25 PM
BOOK REVIEW hired! by Mariann Siegert Author and speaker Mariann Siegert provides step-bystep guidance on using your résumé as a vital component of a personalized marketing campaign. Find out how to create a resume that highlights your accomplishments and learn to specifically target a potential employer's needs. Discover how to build a resume that encompasses action statements, keywords, and effective content, while addressing common stumbling blocks such as handling employment gaps and career changes. Mariann shows how to conduct employer research and utilize keyword optimization techniques to increase a resume's potential of being found by employers and recruiters on resume banks and job sites. Includes a compilation of information from those in the trenches: Recruiters, Hiring Managers and Career Marketing Coaches. • Review your résumé for possible red flags • Replace the obsolete Objective Statement with a powerful Headline • Add what Recruiters are calling the most important part of a résumé – the Qualifications Summary • Use PAR Statements and Statistical Information throughout • Target each and every résumé toward the needs of each employer • Research the employer so you know their needs and prove how you can meet those needs throughout the entire résumé • Scrutinize online job descriptions while harvesting critical keywords to include in your résumé • Incorporate action verbs all the way through your résumé • Create a transitional skills worksheet that matches the needs of the employer to accompany your résumé • Create professional networking profiles on sites such as LinkedIn • Take advantage of using your cover letter as part of your marketing campaign by reiterating your most marketable accomplishments and achievements and used it to marque your most essential transitional skills • Compile the types of references that will help not hinder your chances of landing the job • Use Thank You Notes as part of sealing the deal All this and much more will be covered in the HIRED! eWorkshop. Workbook and sample Career Management Worksheet included. Local Advertising Redefined! • Smart Phone Friendly • Social Media Integration • Local Area Concentration www Conroe • Montgomery • Willis Interested in one of the most cost-effective local advertising methods available today that specifically targets the Lake Conroe, Texas geographical area online? Act now … visit our web site and use our contact form, or call TODAY to schedule your appointment. 936-463-8960 LakeConroeTXonline.com the magazine about where you live, work and play OTT Texas Sept Oct FINAL.indd 19 10/10/2013 12:56:27 PM
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