Email marketing is still a viable and effective strategy to get sales, referrals and stay in contact with clients. The key is to have a strategy and stick to it. There are two main types of email marketing – drip marketing and blast marketing. Let’s take a look at what they mean and how they can be used in your business.
Blast marketing is designed as a one off, or part of a small campaign to promote a product or service with the singular idea the recipient will take action because of the message. Think about retail sales emails as an example. Email blasts can be sent to your existing database, a purchased list or even a joint venture with another business.
Drip marketing is very different in its execution, but can have some of the same desirable effects of blast marketing. Drip emails are designed for prospects or clients as a stay in touch method. Ultimately drip emails are designed to increase sales, but before that happens, they can be used to generate referrals, build traffic to your website and grow your social media channels. Drip emails are designed to be sent to people who know you – clients, referrals, prospects. They also take more time to create and execute since you are NOT directly selling.
What most small business owners don’t realize is email marketing has to be multifaceted. The goals of email marketing are to:
- Get sales
- Acquire clients
- Get referrals
- Stay in touch with existing clients
- Increase traffic to your website
- Increase your social media channels
- Build your drip marketing list
Did you notice the last item on that list? How do you build your drip marketing database? The answer is to get more clients or customers and you do that by making more sales.
- Make sure you ask your customers to join your list. You can do this at the point of sale or when you do post close follow up.
- Acquire databases for your list.
- Make sure you’re collecting emails and sending them something!
- Leverage your social channels to build your list.
Now that you understand the difference between blast marketing and drip marketing, you’ll be able to start utilizing them as part of your strategy. In a future article, I’ll dive deeper into drip marketing.
Step 1 – Find a co-host. Thanks Janet!
Step 2 – Brainstorm domain names and purchase it. Thanks GoDaddy!
Step 3 – Find a web host. Thanks Brian!
Step 4 – Design the site. Thanks WordPress!
Step 5 – Find a radio hosting platform. Thanks Talkshoe!
Step 6 – Find an audience. Thank YOU!
I’ll be teaching a class on article marketing this Tuesday at BetaLoft in downtown Salt Lake at 2 pm. It’s free to attend, but space is limited. If you’re interested, please RSVP on Meetup.com or Facebook.
Here’s what you can expect to learn:
Topics covered include:
How to title articles for maximum impact.
Which article submission sites to use.
Is there a duplicate content penalty?
The quandry of quality vs. quantity.
How to write interesting articles that will get published through syndication.
Plus much more. Don’t miss it!
Business is really taking off, so I won’t be able to blog as much as I’ve been doing. I’ve noticed a few articles were lacking the quality and analysis I prefer.
This doesn’t mean I won’t be blogging any more, I just won’t be blogging as frequently. Instead of producing at least one good article a day, I’m going to have to scale that back to three to five per week.
Besides this blog, I finally published my SEO website. I’ve been thinking about that for a while and finally got through with version 1.0. Let me know what you think. I do believe I’m going to create a “blog” page on it that will have the RSS feed from this site automatically import.
I’m going to change this site up a little now that I have a company website, so it will be a bit more interactive.
I did a video interview with Spencer Shaw this past week and he’s uploaded it to Viddler. Let me know what you think of my SEO tips and tricks. The video is twenty minutes long.
A lot of meetings are planned this week to get in front of people, both potential customers and referral sources. That’s another challenge I have with blogging. Analog marketing is taking more time and I need to stay balanced so I can perform fabulous follow up. I also need time to work on client projects as well.
If you’re interested in seeing me in person, I’ll be teaching a class this Thursday at 12:30 p.m. at Murray City library on blogging for traffic. Please RSVP on Meetup.com so the organizer knows if there will be extra attendees.
Blogging is great and I love doing it, but other opportunities and obligations are restricting my time. This is definitely a good thing. Plan on three to five new articles each week and don’t forget there are nearly 100 old articles on this site right now for your enjoyment.
So much of what goes into article writing is either spammy, boring or written by people who don’t know their subject matter. Article marketing is a very smart way to perform search engine optimization, but so much of it is so bad it really gives article marketers a bad name.
Here’s a sample I did for a client. Let me know what you think.
Temporary is the New Face of the American Worker
For most of the last two decades of the 20th Century, American workers were warned their lives were about to change. The days of working for the same company for 40 years and then retiring with pensions and benefits were gone. Today we’re seeing those prophecies fulfilled. Consider this quote given by Robert Reich, former Secretary of Labor
It seems as if every conference I attend on the subject of American competitiveness (and there are many — the competitiveness industry is surely one of America’s most competitive) begins or ends with a speech by a prominent chief executive of a large American corporation about business’s stake in improving the quality of the American work force… At the start, an upbeat assessment of the current state of American industry coupled with grim warnings about foreign competitors who are gaining ground. This is followed by an assertion about the importance of the American work force to American competitiveness in the future, why skilled and educated workers are crucial, why companies have more and more need for brainpower instead of brawn, and so forth.
Looking back in the history of the past twenty years, there are several times we could attribute his comment to; the late nineties, the 2001 recession and even today. It was actually written 19 years ago.
I find it very interesting to see certain events that will most certainly be the subject of historical textbooks (or whatever they’re using then) play out in real time. The transformation is one of those events and we’ve had warning about it for several decades.
Like the Industrial revolution of the nineteenth century that led to a time period of manufacturing dominance, another commercial revolution is taking place. This is the information revolution and like any great change, it’s facing significant resistance.
In the past two and a half decades, this shift has taken us from the older industrial model to a new economic paradigm, where knowledge, innovation, and creativity are key. At the cutting edge of this shift is the creative sector of the economy: science and technology, art and design, culture and entertainment, and the knowledge-based professions.
This economic shift is creating a new type of employee; one that is educated, adaptable and more and more temporary. By temporary, I mean a worker who may be in a position with a particular company for six months to two years. While staying in the same industry, they may find the signer of their paycheck could come from three, four even five different employers in a ten-year period.
We call these types of employees temporary, but wouldn’t dynamic, flexible and adaptable also be accurate descriptions? Welcome to the 21st century of business where extreme competition leads to extreme solutions.
In the past, temporary employee created an image of a secretary, labor or food service worker. In today’s economy temporary means contract or consultant and almost every industry employs such people for jobs as varied as information technology, medical and direct sales.
Historically, seasonal jobs seemed to create more temporary workers. In today’s economy with technology driving innovative new products and services in shorter and shorter business cycles, specialized direct sales companies can manage various sales sources with an expertise that is mercenary in nature. It’s also highly effective.
Consider MarketStar, a world-wide sales and marketing specialist that employs thousands of flexible employees in its direct sales force. Due to the dynamic nature of their employment, its not surprising MarketStar’s clients occupy the consumer electronics space where product life cycles are short and competition is fierce.
Their client list reads like a who’s who of amazing technology:
Research in Motion (RIM)
LG and HP
Those are just a few of the companies utilizing an outsourced (specialized) sales force through MarketStar. The beauty of using business process outsourcing (BPO) is it’s seamless. With proper sales training, the end customer will never know their salesperson wasn’t a permanent company employee no matter what the sales channel was: direct, value added reseller (VAR) or retail.
Of course, a successful sales outsourcing company has to manage its clients and its employees. By providing up to date training, benefits, flexible schedules and the stability of a large company, MarketStar is able to attract the best and the brightest as its direct sales reps.
MarketStar is just one example of a business that is miles ahead of its competitors by offering talented and motivated staff in America’s new economy.