If you’ve done some homework in running any business, you probably know how important it is to position marketing as one of your top priorities if you want to experience any type of growth. But which advertising strategy should you use?
There are basic steps all business must follow such as creating the ideal logo and brand colours, as well as setting up a website. But what then?
Selecting strategies is especially important because you need to align marketing expenses with your available budget. How can you get good ROI without breaking the bank? Good news is that there are practical, yet affordable options these days. Email is top of the list.
Many business leaders wonder if email still works. You would be surprised. Despite a perception that email is old-fashioned it's still one of the most effective marketing tools to incorporate. But you need to understand its role if you want to boost outcomes.
In the long run email campaigns and general email communication can be one of the keys to growing your business. Not sure how that’s possible by sending a few words to someone's inbox?
Here’s a summary;
Improve Your Brand Recognition
Let’s be clear, you won’t bombard your recipients with unnecessary messages that start irritating them. But each time they receive an update or newsletter or news about a special offer, it will be your brand colours, logo, slogan and brand voice in front of them.
This is why it makes sense to find professional graphic designers to design your company logo and make a positive impression on your audience. Eventually, you’ll benefit from one more process that will happen automatically: your brand will become more recognizable.
Also, use email to share your expertise, your USP and the reasons why you’re different than the competition. Over time, that will become synonymous with the niche you’re in, helping them see you as the market leader in your field.
You can Have Good Marketing at Low Cost
You’re probably reading this because you've gone over your budget a few times trying to find a few more dollars to invest in marketing. Or perhaps there’s been a few quiet months and you’re looking for cost-effective ways to boost business.
Email will be one of your best options in these circumstances because it’s fairly cost-effective and requires fewer employees than many other advertising techniques. Simply compare the cost of printing flyers to sending out a few emails.
Also, since email marketing can have a high ROI—as much as over $40 for each $1 spent—it makes financial sense to invest in it. It’s still profitable even if you need to pay for some designs, email software or an email marketing service provider. The increased revenue will lead to scaling your business.
The Ability to Measure Multiple Outcomes
Of course, whether money is a problem or not, you shouldn’t invest in any technique if you can’t measure its outcomes. That could result in simply throwing money away, since you won’t be able to improve and streamline strategies.
With email, you can easily track its effect, so you don’t keep on investing time and money in a campaign if it doesn’t work. Feedback like the following can help you make smart improvements:
- Knowing who opened emails, so you know who needs more nurturing
- Seeing who looked through the content
- Tracking engagement and conversion rates
This data can show you which subjects generate the most traction and the topics your audience likes to read about. Use this to improve future content so you speak to your recipients’ needs. By becoming more relevant you can spark growth.
Customize and Automate for Your Benefit
Often, a business may be struggling to grow simply because there’s too much to do and not enough people to do it. Email marketing doesn’t have to put pressure on you or your team because you can automate many aspects. So, stop imagining spending hours in front of your PC punching out emails.
The vendors, software and resources exist that will automatically send custom content to an interested party, such as a lead from your website. For example, leads who have left their digital shopping carts will get different emails from someone making a general enquiry. No work required but you’ll reel in that prospect!
Optimize Engagement with an Interested Audience
Nurturing prospects is probably one of the most time-consuming tasks you have in your business. And you can’t risk ignoring them, because you need to turn them into loyal customers in order to build your client base. Email simplifies one of the tasks in this process, because it’s an easy way to communicate with those who showed interest in your company or industry.
For this marketing angle, hopefully you’re already collecting email addresses via your website or other marketing platforms? That address is proof of someone’s interest and engaging with them will give you higher ROI compared to a general consumer who just scrolled past. Get email marketing right and this individual can soon be your next paying customer.
Can you see all the ways you can fine-tune your advertising and eventually grow your sales figures, simply by using elements of email marketing?
Maintain Relationship with an Existing Audience
Business growth requires you to not only bring in new customers but look after the existing ones. Did you know it can cost much more to acquire a new customer compared to simply doing the work to retain your current pool?
As a strategy to maintain a relationship with your loyal clients, email once again rates as one of the best methods. Continual engagement is one way to keep reminding clients of your values, offerings and their reasons for supporting you in the past. You can also enhance their trust in you by sharing about community involvement or seem more personal by thanking them for continuous support.
Don’t worry! All this can be automated, so looking after your audience is an effortless task.
Impact Other Marketing Initiatives
Of course, you can’t focus on email marketing alone. Websites, social media platforms and projects like webinars are essential in growing your business too. Email marketing is valuable here since it’s a tool you can use to drive more traffic towards these initiatives:
- Use email as registration method for events
- Add a link to the product list on your website
- Prompt email readers to like and share your Facebook page
Ready to enjoy the business growth you deserve? The tool can be easier and more affordable than you thought!
Yes, you may need some practice and expert email marketing advice. Better yet, partnering with a knowledgeable marketing team can have you well on your way to making the impact you want, turning a marketing expense into a valuable investment. Either way, facts prove focusing on email marketing over the coming months may be just be what your company needs in 2021.