Small , owner managed businesses need to extract the maximum return on their marketing activity. Often due to cost constraints it is necessary to perform all marketing activities in house rather than buy in. As many businesses are not marketing experts this gives the challenge of finding online marketing education materials to compliment their efforts. This kind of article suggests a give attention to more sales from existing customers, sets out some ways this may be achieved and offers some advice on marketing education resources. nate obryant
Various studies have shown it costs roughly five times more to have a new customer than it can do to service an existing customer. Other research shows that one of the prime reasons existing customers go elsewhere is their supplier simply neglects to stay in touch.
What is needed therefore is an easy, low cost, process to keep existing customers engaged with useful, relevant and educational material so your business is front side of mind when time comes to buy. The cheapest strategy to stay in touch is Email but there are two major problems. The first is the vast majority of Email remains unopened. In the event that the message is exposed the recipient is likely to condemn it to the trash bin except if it engages within the initial few seconds.
Actually the best E-mail marketing campaigns struggle to achieve open rates over thirty. Everything can be done is to ensure the recipient has an existing relationship with your business and this issue line of the Email is important, relevant and in no way salesy. Once exposed the content must be relevant and useful and should not include any sales messages. The content must be short (some studies suggest less than ninety words) and punchy.
The evident question is if the message is in no way salesy how could it expect to generate start up business. Firstly, simply by staying in touch and delivering useful content, secondly by creating backlinks within the Email which take those recipient to the key business website which, of course, will incorporate your businesses latest offers and sales messages. By simply supplying the recipient something relevant and leaving them looking more will boost clicks through to the website. This method also keeps the Email content short to maximise read rates.
Currently taking the worst case and assuming your business does not have any website or Email marketing system where can these be seen at low (or zero) cost. Luckily, there are now many low cost (or free) online learning resources available for small businesses. Low cost E-mail marketing systems are available from Mailbox Chimp and CampaignMonitor amongst others, contact management systems can be obtained from a variety of suppliers at low cost to take care of the Email send process and low cost website build packages are available from WordPress and several others.
Precisely what is needed is marketing education material (preferably online) to help a tiny business use these tools to best effect. Ideally some online help should be available to resolve the bound to happen problems which will happen along the way. Presently there is a huge amount of free educational material online including webinars, free downloading and Blogs. There are also specific online coaching and marketing education websites available at various costs. The challenge is to choose the best resources from the many available.
The tools needed to promote a business are therefore available for little cost and the online marketing education can be bought how to build and implement those tools. The challenge is to sort the best tools and resources from the not so good also to find advice and support from those who have been there and done that in the previous.