Find A Form That Fits
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Similar to the previous tip, Madison and Harmon say that both B2B and B2C businesses should hold on to their successful e-mail layouts and use them as forms or templates for future use. Along with the obvious convenience, this is beneficial because it allows businesses to keep their messages "consistent and recognizable." Again, this step is simple with the help of our Web solution! Not only will businesses be able to modify and save their winning forms; they can create a look that's tailored to their business, thus enhancing their business' credibility and boosting their customer retention rates!
The Balance Between Text & Images
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According to Alex Madison and Lisa Harmon at MediaPost's Email Insider, the balance between e-mail text and images depends largely upon the nature of the business.
"While lots of lovely images and minimal copy can boost click-through and engagement for B2C (Business to Consumer) audiences, B2B (Business to Business) subscribers...respond to no-frills creative that prioritizes copy over imagery."
Your potential clients will appreciate how easy it is to use your solution to experiment with text and image content in their e-mail campaigns! They can edit and adapt their messages to suit the specific needs of their business...and they can do it all without paying for additional services!
"While lots of lovely images and minimal copy can boost click-through and engagement for B2C (Business to Consumer) audiences, B2B (Business to Business) subscribers...respond to no-frills creative that prioritizes copy over imagery."
Your potential clients will appreciate how easy it is to use your solution to experiment with text and image content in their e-mail campaigns! They can edit and adapt their messages to suit the specific needs of their business...and they can do it all without paying for additional services!
Comparing Products
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Consumers prefer to compare products and services before making a purchase, and the Web is the perfect tool for just such a task! According to a study by Alterian, 51% of respondents said they "always" compare products or services before purchasing, and 44% responded that they "sometimes" comparison shop!
By using the tools and features included in our Web solution, businesses can ensure visibility, enhance credibility and - most importantly - win against the competition by comparison!
By using the tools and features included in our Web solution, businesses can ensure visibility, enhance credibility and - most importantly - win against the competition by comparison!
Keep it personal & targeted.
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Odds are you and your potential partners already use one or more of the social media channels we've described. If so, it's easy to expand this usage to meet certain marketing goals! According to Johannesen, "If you have ever sent a URL to someone via email or if you've ever commented on a blog post, you are already a social marketer!"
Web expert Manish Rathi echoes this thought. He tells readers to segment their e-mails to customers based on previous purchases. "Build virtual relationships with your customers based on their buying behavior and preferences." Obviously, any potential buyer is going to pay greater attention to content that pertains to their particular goals! He sums it up by explaining that "The stronger your customers feel a brand affinity with your company, the more likely they are to do repeat business with you!"
Web expert Manish Rathi echoes this thought. He tells readers to segment their e-mails to customers based on previous purchases. "Build virtual relationships with your customers based on their buying behavior and preferences." Obviously, any potential buyer is going to pay greater attention to content that pertains to their particular goals! He sums it up by explaining that "The stronger your customers feel a brand affinity with your company, the more likely they are to do repeat business with you!"
Remember: It's all connected!
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Remember: It's all connected! As VerticalResponse's Liz Johannesen tells PracticalEcommerce readers to "establish a virtuous social marketing cycle wherein content could be created for an email newsletter or blog post, sent out via email...tweeted...and posted on Facebook."
That's a trick that will work in any industry! Give your prospects some ideas to get them started - exclusive online discounts, upcoming store events, local media coverage...just about any relevant topic can be used to cross multiple marketing channels! And - of course - mention that it's completely effortless to do this with our Web solution!
Daniel Bitz
WebcentersOnline.com
That's a trick that will work in any industry! Give your prospects some ideas to get them started - exclusive online discounts, upcoming store events, local media coverage...just about any relevant topic can be used to cross multiple marketing channels! And - of course - mention that it's completely effortless to do this with our Web solution!
Daniel Bitz
WebcentersOnline.com
Using New Technology to Build Relationships!
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As you may have heard, we've recently enhanced our Web solution with some fantastic new social media features! These tools will help small businesses integrate social network and Blogger accounts with their Web site to create a powerful, multichannel digital presence!
This week we're bringing you some advice about social marketing, which Armando Roggio at PracticalEcommerce defines as "the concept of engaging with customers and potential customers in authentic, human-to-human-like relationships, which may or may not be directly aimed at the sale or promotion of a product."
Roggio writes that "Social marketing is one of the most important new trends in online retail promotion. It is effective, builds customer relationships, and offers a better return on investment than some other marketing techniques."
Relationship-building - the primary goal of these channels - is the best way to gain and retain customers...that's why we urge you to consider incorporating some of these ideas into your own Web site.
Daniel Bitz
WebcentersOnline.com
This week we're bringing you some advice about social marketing, which Armando Roggio at PracticalEcommerce defines as "the concept of engaging with customers and potential customers in authentic, human-to-human-like relationships, which may or may not be directly aimed at the sale or promotion of a product."
Roggio writes that "Social marketing is one of the most important new trends in online retail promotion. It is effective, builds customer relationships, and offers a better return on investment than some other marketing techniques."
Relationship-building - the primary goal of these channels - is the best way to gain and retain customers...that's why we urge you to consider incorporating some of these ideas into your own Web site.
Daniel Bitz
WebcentersOnline.com
The Future of Shopping Video
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I really like this "future of shopping video". In a couple of minutes it explains how ecommerce,websites, and the internet are changing how people are shopping. It's just more proof that you should have a digital presence. Enjoy!
Urgency versus Status Quo!
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Sales Manager Lee Salz has two "powerful" words to share with you that are "guaranteed to drive your revenue and income!"
"Yes, you read correctly...guaranteed...In my travels working with thousands of sales professionals, I've found a common thread in those who are tremendously successful. That thread comes down to two words on which they base their entire sales career."
Salz's two "powerful" words? Synergy and priority.
Today, let's focus on that second word Salz suggests - priority - but with one adjustment. We think it's better to replace priority with urgency. Let's look at this a little more closely:
When you discuss setting an appointment with a Decision Maker, you've got to build a sense of urgency. Small business owners are busy, and it's way too easy for them to put off a business appointment if they don't understand why your solution stands to affect their company so positively. Salz poses the hypothetical, "Why should they buy this today when they can just as easily buy tomorrow?"
It's the same idea with setting an appointment! So what is your major obstacle when it comes to creating a sense of urgency with Decision Makers? Salz says it's "status quo" - general complacency about one's current circumstances.
"Status quo will win every time if you don't have the information you need to understand why the buyer should buy today."
Once again, this is the case with setting appointments! If you can't effectively convey why the Decision Maker should set aside some time to participate in a presentation, you'll have lost the battle against status quo! That means your prospective partner will continue using obsolete, stagnant tools for Web marketing or draining their budget to secure a comprehensive digital presence.
The answer to this dilemma is simple: you've got to emphasize the earning potential that your solution provides. As Salz explains to his readers, "Making money is a priority for you. All else gets cast aside when someone wants to put more money in your pocket...If the solution that you have designed is aligned with the priorities of the decision making buying player, the deal happens. If not, status quo will win it."
"Yes, you read correctly...guaranteed...In my travels working with thousands of sales professionals, I've found a common thread in those who are tremendously successful. That thread comes down to two words on which they base their entire sales career."
Salz's two "powerful" words? Synergy and priority.
Today, let's focus on that second word Salz suggests - priority - but with one adjustment. We think it's better to replace priority with urgency. Let's look at this a little more closely:
When you discuss setting an appointment with a Decision Maker, you've got to build a sense of urgency. Small business owners are busy, and it's way too easy for them to put off a business appointment if they don't understand why your solution stands to affect their company so positively. Salz poses the hypothetical, "Why should they buy this today when they can just as easily buy tomorrow?"
It's the same idea with setting an appointment! So what is your major obstacle when it comes to creating a sense of urgency with Decision Makers? Salz says it's "status quo" - general complacency about one's current circumstances.
"Status quo will win every time if you don't have the information you need to understand why the buyer should buy today."
Once again, this is the case with setting appointments! If you can't effectively convey why the Decision Maker should set aside some time to participate in a presentation, you'll have lost the battle against status quo! That means your prospective partner will continue using obsolete, stagnant tools for Web marketing or draining their budget to secure a comprehensive digital presence.
The answer to this dilemma is simple: you've got to emphasize the earning potential that your solution provides. As Salz explains to his readers, "Making money is a priority for you. All else gets cast aside when someone wants to put more money in your pocket...If the solution that you have designed is aligned with the priorities of the decision making buying player, the deal happens. If not, status quo will win it."
Business Blogging got you Stumped?
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Do your potential and existing clients have questions about blogging for their business?
One of the most common concerns expressed by small business owners who are new to digital marketing is that they don't know what to write about in their blog entries. That means they're neglecting a valuable opportunity to market their business and communicate with their customers! And since our Web solution comes complete with Blogger integration tools, it's easy for businesses to maintain a blog as part of their digital presence. So if they ask you about blogging , tell them to...
One of the most common concerns expressed by small business owners who are new to digital marketing is that they don't know what to write about in their blog entries. That means they're neglecting a valuable opportunity to market their business and communicate with their customers! And since our Web solution comes complete with Blogger integration tools, it's easy for businesses to maintain a blog as part of their digital presence. So if they ask you about blogging , tell them to...
- Tell your story. This is a great way for businesses to get their blog started. Who are you? Who's on your team? Why did you choose the industry you're in? When did you decide to become an entrepreneur? This topic can be separated into a series of entries, too!
- Put the audience in your shoes. Tell readers what a day or a week in your business is like. Take us on a tour of your world!
- Get out into your community. Being active in various community events (like local fundraisers) creates a win/win scenario for everybody involved - it's a way for businesses to promote themselves while contributing to a worthwhile cause! Use your blog to share that experience with readers. Take pictures; describe the event and tell readers what compelled you to become involved with that particular cause.
- Compare your business to the big fish. Small- and medium-sized companies everywhere almost certainly face larger national competitors. If you operate one of these smaller businesses, what gives you a competitive advantage over the corporate giants? Maybe it's your understanding of the local culture. Perhaps you partner with other local companies. Regardless of your industry, you can always make a solid case for your business against the others with just a little brainstorming!
- Use your resources! WebCenter Owners: don't miss an opportunity to build value in your solution by discussing its seamless multi-channel integration! Business owners can check their site statistics section to see what their most popular products or pages are, and create a blog post from that information. Or consult your Facebook and Twitter pages to find inspiration from your online community!
- Ask the readers! This is another way to leverage multiple features in your Web solution. Send questions or requests for content ideas via e-newsletter, Twitter feed, Facebook or with a simple post on the home page! Customers will love feeling included and will appreciate knowing that their online voice is heard!
Why Should You Go Social?
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As you may have noticed, we're radically stepping up our social media presence through our new blog and Facebook page, and we're encouraging you to do the same! By leveraging these marketing channels, you'll be able to...
- ...Promote your own business
This one should be obvious! All of the research that you come across about small business' success with social media is applicable to your business, too! But it's not enough to simply open an account - be active on these sites to optimize your visibility.
- ...Humanize yourself
Maintain appropriate professionalism in your text, images and general profiles, naturally, but don't lose your personality in the process! Pepper in occasional links or posts that aren't about promoting your solution. You can give your audience a sense of who you are without sacrificing your professional tone - with a little creativity, you'll find that balance!
- ...Demonstrate your understanding of digital marketing
You don't have to be a software programmer or information systems specialist, of course, but it's likely that your prospective clients will expect you to have first-hand knowledge of social media tools! Familiarizing yourself with popular social networking sites won't take long, and the value of what you learn will be immediately clear when you're discussing social media with prospective clients!
The Four I's of Building a Social Community!
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A pivotal step in the successful social media marketing process is to effectively create a community! We're going to focus on four main principles of community-building via social networks: The Four I's of Online Community Creation!
There are numerous variations on the "Four I's" in marketing, but we feel like these are most important for today's purposes. They are:
There are numerous variations on the "Four I's" in marketing, but we feel like these are most important for today's purposes. They are:
- Invite - Businesses and solo entrepreneurs must promote their social presence and actively encourage their audience to follow them! It's not enough to simply have the accounts; you need to get the word out!
- Inform - Once you've attracted your following, keep that growing community informed about upcoming promotions, exclusive discounts, new products and so on!
- Involve - As you probably already know, a successful community of followers is founded on participation and involvement! Businesses should invite involvement from their social audience by opening discussions, holding contests, creating polls...think of the possibilities!
- Influence - Some marketers use this interchangeably with "impact," but whichever you prefer, the goal is nearly the same: to have a long-lasting and clear community-wide effect. This can be a call to action in the form of making a purchase, of course, but in the social/community-oriented marketplace, it can just as easily be related to a cause that's important to the business or solo entrepreneur. Think beyond your business...it's the best way to foster social network communities!
Know what you want to accomplish!
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"Experts say it's important to set your goals and compare them against traffic statistics," Elliott writes.
He addresses small businesses in particular. "Small businesses tend to be lax when it comes to measuring the effectiveness of online ads or campaigns they've paid for. That's a big mistake."
With your Web solution, business owners are unlikely to fall into that trap! Instead of relying on a third-party firm, they can determine - and control - their own results!
As you're talking to Decision Makers about their goals for the business, find out how they would like site visitors to use the Web site. As Elliott puts it, "...consider what kind of results you expect from visitors. Do you need a contact, lead or sale?"
Depending on the business' unique needs, your prospects may not aspire for site visitors to make a purchase online. They may want visitors to use the site to sign-up for e-newsletters, submit feedback or request an estimate.
So how does this tie in with your solution's site statistics section? Simply put: knowledge is power! When your prospects interact with this feature, they'll see that - in only a matter of minutes - they can view which search engines are driving traffic to their site, which keywords are most effective, what pages are most popular with site visitors and so much more.
Cultivate an understanding of your prospects' goals, identify their hot buttons and create value in the appointment by telling them how your digital marketing solution will help them measure and modify their online success!
Your Digital Solution: A Global and Local Marketing Tool!
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Your business website helps you to reach new markets far and wide, but don't discount the benefits it provides for local marketing, too! This is especially significant in light of the recent "User View Wave VII" survey by BIA/Kelsey and ConStat, which reveals that 97% of consumers use the Web to shop locally!
In a statement about the survey, Steve Marshall at BIA/Kelsey said, "The Internet has indeed become an integral part of consumers' local commercial activity...The data suggest we're at an inflection point where the balance of power in local shopping is shifting to online."
What does that mean for a company like the one you operate? Digital marketing expert Lisa Barone says it's "a sign that without a Web presence, your SMB may find itself invisible."
That's why it's vital for business owners to establish a high-quality, professional Web presence! Businesses can create a virtual storefront that appeals to local customers, and they'll even have the site promotion tools necessary to draw those customers right to their door!
Barone writes, "...use your Web site to share your company story and information, target your neighborhood by providing localized content, give answers to common questions, establish your own authority, and to help you grow an on-site community. Your small business Web site should tell the story of who you are and why someone should trust doing business with you."
Your website makes it all possible! You can reach an untapped market right in your own neighborhood!
In a statement about the survey, Steve Marshall at BIA/Kelsey said, "The Internet has indeed become an integral part of consumers' local commercial activity...The data suggest we're at an inflection point where the balance of power in local shopping is shifting to online."
What does that mean for a company like the one you operate? Digital marketing expert Lisa Barone says it's "a sign that without a Web presence, your SMB may find itself invisible."
That's why it's vital for business owners to establish a high-quality, professional Web presence! Businesses can create a virtual storefront that appeals to local customers, and they'll even have the site promotion tools necessary to draw those customers right to their door!
Barone writes, "...use your Web site to share your company story and information, target your neighborhood by providing localized content, give answers to common questions, establish your own authority, and to help you grow an on-site community. Your small business Web site should tell the story of who you are and why someone should trust doing business with you."
Your website makes it all possible! You can reach an untapped market right in your own neighborhood!
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