Greg Magnus

AIM Custom Media Websites Blogs Glen Allen, VA 23059

Tag: targeting

Opportunities Abound During Tough Economic Times

Contrarian view? Absolutely not. The best time to strike is when your competitors are off guard. While they gather in their conference rooms to complain about the economy, use this golden opportunity to reach out to your existing customers and find new prospects.

Far too many business owners absolutely take the wrong approach. They hunker down, cut marketing budgets and pull back. The end result is "unattended customers" and less competition for you. Businesses that cut marketing budgets also demotivate their best salespeople, which start spending more time thinking about getting a new job than a new customer.

Economic downturns are an excellent time to strengthen your relationships with both your existing customers and your competitors' customers. Odds are, they are not as busy. Are they willing to spend a little more time with you? Very possible so get in touch with them and consider the following:

  • Collect testimonials: Asking for a testimonial is a contact with your customer that's not a sales call. Tell them you would like to promote the testimonial and link it to their website, which will promote them as well. Use the opportunity to show your customers you value their opinion, your business relationship, and their business (i.e., dynamic websites, blogs, Scribd, PR news, etc.);
  • Survey your customers: Create an opportunity to collect feedback and discuss services and/or products you offer that they may not be fully aware of or completely understand (i.e., email marketing, custom website landing pages, etc.);
  • Network: Introduce your customers to people in your network that they consider prospects and ask to meet their business colleagues and associates – an excellent source of referrals (i.e., LinkedIn, Plaxo, Facebook, etc.), and
  • Use your "consulting" skills: Help your customers and prospects save time and money by providing pertinent industry news and educational materials that will help them compete during these difficult times (i.e., email newsletters, white papers and custom publications all have high ROIs).

But don't be fooled. There is also new competition for you – competition from << Continued on digital AIM >>

[Please note we have updated our marketing news website. To receive future updates including our 2009 Marketing Plan series, add your info here | digital AIM – Email.]

Promo Content Working Better Than Expected B2B

We all know that content is king, right? Not necessarily. Too much content performs poorly if the recipient doesn't have the time to read it. And, if the goal of your email marketing content is to sell then don't dismiss targeted B-to-B promotional copy. Here's my point.

B-to-B email marketing focuses heavily on relevant content – lots of info and educational flare. Is it working? Not as well as we think in all cases according to a recent study published by the MarketingSherpa, which provides an example where a merchandiser targeted and tested promotional content against informational content. The promotional content won with 89% more CTRs and five times more revenue! You can read the entire article here, Test Shows Promotional Content Beats Information (open access closes August 27).

Take aways from the full article:

  • People may not want to read about you products or services as much as you think. They might just want to buy them.
  • Discount offers or coupons are common nowadays so don't hesitate to use them; almost required to get attention.
  • Email marketing works best when the subject line text reflects the content closely. 
  • Don't abandon educational content but condense the info as much as possible; use only the most important aspects of the message you are communicating.

Also note there are two critical items associated with successful email marketing: testing and targeting. When you know your audience (targeting – list segmentation), you should be well aware of what he or she wants – make sure you know what they want (testing). And, let them know you value their time – quickly get to the point.

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