You’ve grown your email marketing list. Great!
Now you just need to make sure your newsletter actually gets opened, read, and that your content helps you generate more brand awareness and helps you drive sales.
Here’s the challenge--a lot of businesses (and I mean a lot) are jumping onto the email marketing bandwagon.
That means you’re going to have to bring your “A game” if you’re going to stand out.
Highly effective newsletters are ones that immediately add value by providing educational content and other helpful information that’s relevant to your target audience. They’re visually interesting, easy to navigate, and in the case of the example from Burgatory that follows—can sometimes make you salivate like Pavlov’s dog.
In this post, we’ll look at 3 of my favorite business-to-business and business-to-consumer email newsletters including what I think really sets them apart.
I was going to tease the Burgatory example until later but I just couldn’t help myself. Right out of the gate, they grab your attention with a catchy subject line. In this case the email was a word play tied to a broader 4th of July theme.
When you open the email, you’re greeted by an image of a woman holding a giant firecracker. The “Don’t Blow Your Fingers Off cuz how are you going to hold your burger?” messaging immediately draws your attention while also having a little fun.
The big payoff is letting patrons know they’ll be open on July 4th so you can “Declare Your Independence from Grilling.” They wrap things up with another holiday themed message.
Visually interesting. Informative. And fun. And since it’s about burgers, I know I was super excited to see it land in my inbox.
Similar to Burgatory, this ExactTarget email newsletter caught my attention starting with the subject line “10 Podcasts You Should Listen To.”
Their design is crisp and clean. Great visuals to complement their newsletter copy and enough white space to make it incredibly easy to scan.
They cluster their content into a few different buckets which increases the likelihood that you’ll engage with additional content beyond just checking out the lead story—a key outcome for any effective email marketing strategy.
For all of you business-to-business companies out there that are struggling to find a way to generate content, you should definitely take a look at Grainger. They could just use their newsletter as an electronic flyer but they don’t. They always do a great job of figuring out how to provide helpful information first, and then tie that information back to their products.
In this example, they lead with an update on the second phase of the Department of Energy’s Lighting Legislation which could have a huge impact on businesses as they transition to more energy efficient bulbs. They also mention their strategic partnerhship with GE to help make the switchover more seamless.
After the lead article/update, they included a quick highlight of a new sharing feature on their ecommerce site (which helps raise awareness of the new feature and also increases the likelihood that people will click through to their site to check it out).
As you think about your email marketing strategy, always start by asking yourself what you want your customers to do. From there, you can map out your design and content strategy and look for ways to get your readers excited to see your messages in their inbox.
Which email newsletters are you excited to see in your inbox? Share some of your favorites in the comments below.
[Image: Flickr user JOHN LLOYD]
July 10, 2014
Customer experience. It’s what separates the great businesses from the hacks. The happy customers from the angry and frustrated. It’s the moment of truth.
The second a prospective customer decides to interact with, and potentially buy from, your business, you’re officially on the clock.
Every interaction and touch point matters. You want (need) to create an experience they’ll not only remember, but one that will ultimately lead to a sale and their repeat business. That’s the obvious part. But to get there, you need a plan—a strategy built around customer experience best practices.
Recently I had a chance to speak with Lynda Smith, chief marketing officer of San Francisco-based Twilio, a software and cloud communications platform company, about the customer journey during their “Engineering The Customer Experience Roadshow.” Here are the top customer experience strategy best practices.
Map customer experiences from end-to-end
What should that very first interaction look like? What about what happens after they make the purchase? Do they have a smartphone? Answers to those questions will go a long way in helping you craft your strategy. “You work hard to draw visitors to your store, get people in the door, and make a purchase,” said Smith. “Mapping the customer experience from end to end helps make their buying experience one they’ll remember,” she added.
Don’t overlook the small things—including how (and who) answers the phone. Anticipate potential questions and requests and develop a plan to make sure your staff has the right resources, training, and technology to help.
Focus on every customer interaction
I’ll never forget the time I called a local pizza shop and asked for any recommendations from the person who answered the phone. “I’m not sure. I have a flour allergy.”
Read More >> Setting Customer Expectations (Without Totally Blowing It)
Besides her questionable career choice of deciding to work at a pizza shop with a flour allergy, she totally blew it. Instead of focusing on a negative, she could have just as easily shared recommendations based on customer feedback. She was on the front lines. Our only interaction with that business. And not surprisingly, we haven’t been back.
Provide exceptional customer support
Customers are going to have questions. They’re going to need support. Support that’s personalized, friendly, and professional.
Zappos built an empire on it.
Think back to the customer experience mapping mentioned above. Do you make it easy for someone to get in touch with your business if they have questions? Or do you bury your phone number in the footer of your website or way down on your contact page? Do you acknowledge receipt of their inquiry? Do you follow up in a timely fashion (within 24 hours at the absolute latest).
Finally, don’t assume the customer experience ends once someone makes a purchase. Depending on your product or service, that could be the beginning of their journey.
Maximizing the customer experience “moment of truth”
How do you interact with your customers? Where can you create a better experience? “It’s all about the moments of truth. Once you’ve got their attention, what are you going to do with them?” A parting question from Smith that all businesses need to answer.
Share your thoughts in the comments below.
[Image: Flickr 10ch]
June 26, 2014
Sales prospecting isn’t about you. It isn’t about your company, your products and services, or sharing links to your website.
At least not right away. That comes later. Once you’ve established initial contact, developed a rapport, and spent some time learning more about their business, their challenges, and their most pressing needs.
You’ve got limited time to try to establish a connection and get your message across with a prospective client.
But that doesn't mean you should start off with a generic, one-sided pitch as soon as someone picks up the phone or opens an email and you’re pretty much going to sound like lyrics from this Toby Keith song. Come on and sing it with me…
“I wanna talk about me
Wanna talk about I
Wanna talk about number one
Oh my, me, mine
What I think, what I like, what I know, what I want, what I see
I like talking about you, you, you, you, usually but occasionally
I wanna talk about me”
I have to say this is the first time I’ve ever referenced a Toby Keith song in a blog post. And I’m not quite sure if that’s a good thing or a bad thing?
Be mindful of a sales prospect’s time
After you introduce yourself (a quick snapshot of who you are and why you’re calling—not a 5 minute elevator pitch about the company), ask if you’ve caught them at a bad time.
Read more >> Setting Realistic Sales Goals
As much as we’d like to think people are just sitting around waiting for us to call, that’s almost never the case. You want to give them a chance to shift gears from whatever they were working on prior to your call.
If you sense a slight hesitation, offer to call back at a time that’s more convenient for them (ideally you can pin something down before you let them go).
The single best way to start a dialogue and gain insights you can use to tailor your proposal based specifically on the unique challenges they’re facing at that particular moment—something that’s totally impossible with those generic, one-sided pitches referenced earlier.
Assuming they have a few minutes to chat, ask a few open ended questions such as:
“May I ask you how you are handling XYZ?”
“What are some of the most pressing issues you’re facing?”
“What does success look like?”
“Who is typically involved in the decision making process when evaluating an outside vendor?”, etc.
Read More >> 8 Steps to a Successful Sales Call
Based on their responses, look for opportunities to ask follow up questions while also being mindful of their time. In other words, if you asked for 5 minutes at the beginning of the call, don’t try to string them along for a half an hour.
Tailor each sales proposal
It’s impossible to create an effective sales proposal if you don’t know what problem you’re trying to solve.
Use each interaction and touch point with prospective customers to gather firsthand insights so you can better understand their most pressing needs. When you do, you’ll find they’re much more receptive than if you go into straight Toby Keith mode.
[Image: Phil Roeder]
June 12, 2014
Give someone a branded stress ball, and your business will be remembered until that stress ball gets thrown out in the hotel room trash.
Create a memory and a unique experience and that’s when you have something special--a meaningful connection that could turn into a potential client or strategic partner.
When done right, trade shows can be an incredibly effective place to generate brand awareness, meet new contacts, and showcase your latest and greatest products and services.
But your success starts long before you arrive at the convention center or hotel ballroom with your spinner and the massive display that’s part origami, part mechanical engineering project.
If you want to make the most of your trade show spend, you need a plan leading up to, during, and after the event.
Marketing before a trade show
Start to let current and prospective clients know you’re going to be going to be exhibiting at XYZ trade show approximately 45 days out. This can include personal interactions, mentions in email newsletters, and via social media (make sure to include any relevant hashtags).
You also want to monitor your social networks for mentions from contacts about attending the trade show and follow up where it makes sense.
Always look for opportunities to schedule appointments (dinner, coffee, etc.) with partners, stakeholders, and customers during the show. Also think about other businesses and people you want to meet ahead of time. That way you can do some background research and make the most of your time during those initial interactions.
Of course it wouldn’t be a trade show without thinking about your booth—what promotional items make the most sense and most importantly what’s going to help get your business noticed.
It’s okay to be creative and cute with your display, you just want to make sure it’s relevant to your business. John Greathouse profiles how Central Desktop was able to employ a cigar-smoking, bearded angel with an exaggerated New York accent to get some amazing buzz during the San Francisco ad:tech conference in an article for Forbes—definitely a must read for any trade show exhibitor.
The halo? The harp? Tied directly to their move to the cloud? Brilliant.
You’ll also want to check out this article from John on another creative trade show marketing success story.
Marketing during a trade show
I know it can be exciting for some to be away from the family, stay up late, and throw back a few too many cocktails. Remember why you’re there—to meet prospective clients and promote your business. That means you should be easily approachable any time you’re at your booth, mingling with colleagues, riding in an elevator, etc.
And speaking of booths and approachability, those uncomfortable folding chairs are not your friends. If you’re physically able, make sure you wear some sensible shoes, stand up, and get away from behind the table to eliminate any unnecessary barriers to conversations and personal connections.
Notice the focus on personal connections. Collecting hundreds of business cards in a fishbowl doesn’t mean anything if you’re not going to do anything with them. Remember you’ve likely spent a significant amount of time and money on travel, booth fees, displays, promotional items—don’t let your investment go to waste.
Marketing after a trade show
Follow up with relevant contacts. I know that sounds obvious, but you’d be surprised at how many times businesses never get around to what’s arguably the most important outcome from the trade show. If a connection is local, find a time to meet over coffee or at their location so you can build upon the dialogue that started during the event.
In addition to individual follow up, consider generating some content attendees (and those who were unable to make it) would find helpful. This could include a recap, insights into emerging trends, observations, or even responses to questions you received during the event. Content is a great way to drive prospective customers and clients back to your website and also expand your reach to others who find the post online after the trade show.
ExactTarget always hits content out of the park around their Connections conference. Here’s a quick snapshot of some of the creative articles from last year’s event. Something like “The Top 10 Tweet-Worthy Moments” and “The Survival Guide to Connections #ET13” could be a great fit for any trade show.
Above all, maximizing your trade show spend requires a plan that reflects your unique value proposition and the personality of your business AND one that will resonate with potential clients.
It’s okay to employ a cigar-smoking, bearded angel with an exaggerated New York accent—but you better make sure there’s a clear connection with your brand. If not, you could have just saved your money and ordered some of those stress balls.
Looking for more trade show marketing tips? You’ll love this post >> The Inbound Way to Do Trade Show Marketing.
[Images: Flickr user Trisha Fawver and Central Desktop]
June 5, 2014
What are your goals for sales prospecting? Are you fixated on closing the deal with every interaction, or are you looking for quick wins along the way that will help you ultimately make the sale?
Having the right goals can make or break any sales process. No matter how much you try to qualify your leads ahead of time, the chances of you being able to secure a signed proposal for something big and expensive from one cold call, email, or initial conversation at a networking event are slim at best.
Don’t mistake activity for outcomes.
Making hundreds of phone calls and sending hundreds of emails isn’t what’s important. It’s easy to check that box and feel like you’re making progress, but none of it matters if that activity isn’t helping you gain a better understanding of your prospects.
For that to happen, you need to set smaller, incremental targets. Making the sale might be your main goal, but it can’t be your only goal.
Think about every touch point you have with a prospective client.
What are you trying to accomplish? Why are you reaching out? Beyond the obvious goal of making the sale, what are you hoping to accomplish with the email? The phone call? The initial conversation?
Read More >> On Hiring Motivated Sales Development Reps
You need to find a way to get your foot in the door. To build rapport. To start a dialogue that will help you learn more about your potential customer and their needs—information you can then use to target your sales pitch.
Let's take a look at some smart goals (and quick wins) for your sales prospecting.
Email: Immediate goal is for the prospect to actually open and read it AND either schedule a call or in-person meeting.
Phone: Immediate goal is to establish quick rapport and schedule an appointment.
Appointment: Immediate goal is to learn more about their business and their needs and use that information to tailor your pitch and your proposal. This could also require additional meetings—which can also be goals.
It’s okay to swing for the fences and try to close the deal right out of the gate, but you also have to look for opportunities to hit some singles.
Small intermediate goals can help with morale by giving you and your team a chance to develop some quick wins (like getting someone to schedule an appointment). They also create opportunities for prospective customers to learn more about your business and build rapport with your sales team—something that’s virtually impossible to do during a cold call or introductory email.
Read More >> 5 Affordable CRM Solutions for Small Business
Think about your sales process. What are you trying to accomplish with each touch point? Identify 3-5 manageable goals and then track your outreach against your outcomes.
By: Shawn Graham
[Image: Flickr user Matt Cornock]
May 29, 2014
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