Marketing effort thats difficult to measure
The hassle with a lot of these marketing channels is lack of control. You can generate blogs but will it raise your search engine ranking? You can post on linkedin, but will anyone read it? You can advertise on Facebook and but will it drive people to your website? You can run PPC campaigns on Google, but is this just an escalating cost?
Marketing Channel Changes affecting your marketing
Google, Facebook, Twitter and LinkedIn are all marketing channels you have little control over. If Google decide to change their algorithm, your website ranking can disappear. Twitter and LinkedIn are like shots of adrenalin for your business, they might give you profile and feel-good factor but as soon as you leave a viewers timeline, your message disappears. Similarly, if a follower doesn't login to their social media account, they may never see your post. Facebook advertising costs are escalating, as are Google’s PPC charges, what's the alternative …. ?
Email isn’t owned by a Global
Email pre-dates Google and Facebook and as such is not controlled by a global corporate organisation. So with your own list you can be in charge of your own marketing destiny!
Build your list
Build your list with signups on your website, offer discounts if people signup with their email address to accept your emails, offer whitepapers on signups as well. You can build your list with purchased data, but you must be aware of your current customer profile to make sure your data providers provide good prospect data.
Email your list
Email Marketing to existing and potential prospects. Communicate by email your products and services, your case studies, the events you are attending or running, your latest video blog. Email as frequently as you can product snippets of content, tease your customers to expanded versions of your blogs or white papers. Sharing information by email, expanding on it with additional links or in subsequent emails in a great way of taking your prospect along the journey to becoming a lifelong customer.
Reap the benefits
You are in marketing, you are aware the more someone sees your marketing communications, the more they will remember what you do and how you do it. Being in a (potential) customer’s sight will result in them becoming a warmer lead and result in them becoming a customer of more of your products and services.
Email is your channel!
As mentioned above, no one owns the email channel. You can create and email content to this channels as frequently as you please. Using a decent ESP will ensure you can monitor delivery, opens and clicks and keep you legal with unsubscribes.
Email is sticky!
A frequently forgotten fact with email and its no different regards email newsletters – email is sticky – recipients file your email into folders for review later. At ZoomMail, we frequently have leads surface that refer to an email they have received 12-15months previously.
If you have any queries or want to investigate email further please do not hesitate to contact us.
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David Hazzard - 26-08-2022
