Category: Sales & Marketing

New Webcomics series brought to you by #entrepreneurfail and GetEntrepreneurial.com. Enjoy!

As alluring as social media is, it is fleeting and many people never see the posts more than once if at all.

Email provides one of the highest conversions in online marketing because everyone checks their emails – even if only looking at the subject line, and it is always in their inbox until deletion. Catching folks on social media is hit-or- miss.

Unfortunately, the state of email marketing generally consists of the following:

• Too much email
• Not enough email
• Unclear calls to action
• Irrelevant information
• Too selly sell

The way to combat the “Wham bam, fear of SPAM” blues, here are some tips and tricks to nurture your email subscribers, and not be an #entrepreneurfail:

• Remember, the ideal balance is 80% content and 20% sales-y emails
• Offer them discounts that you don’t put on social media (and tell them that it’s exclusive for them)
• Encourage engagement by running a contest, asking for votes or design ideas, and reward the winning entries – and give them a little fame
• You don’t have to only share your own content – curate other articles/posts/content out there and share with your subscribers
• Aim to reach out to your email list at a minimum 1-2 times a week (I’m guilty of failing at this one, as my subscribers may forget about me between contacts)
• It’s ok if people unsubscribe since you want only your true future potential customers.
• The rest will remember your site and come to it as necessary
• Always have a call-to-action in the email
• Include all your social media links at the bottom of the email and include links to your site on the email
• Include a button that says forward to a friend on the email
• In the future consider setting up an autoresponder (all the mail clients have it MailChimp, Constant Contact, AWeber, etc etc) which will automatically send pre-planned emails to your new subscribers

The subject line is the most important – make it irresistible and compelling so they have to open the email:

• You’ll Never Believe…
• You won’t want to miss this…
• Jaw-dropping _____ for the new year
• Yes, You could be <enter someone famous> 

Do you use email to reach out to your potential customers? Tell us more in the comments below. 

This comic was created by Kriti Vichare for #entrepreneurfail: Startup Success.

Article Contributed by James Burbank

There is nothing wrong with all the revolutionary new ways of promoting your small business that we are being introduced almost daily, it seems, such as using online image services for marketing, using cloud services for your business needs and so on. However, more often than not, small businesses work in fields where the more traditional business and marketing methods are more useful. These are 5 good old-fashioned and relatively cheap ways in which you can promote your small business.

1. Invite people out to meals

It does not get much old-fashioned than this. Setting up a business meeting over a lunch or dinner and doing business face to face with your potential client or partner or supplier. This is a perfect way to do business because people tend to get more relaxed in less-than-absolutely-professional setting where they can get something to eat and drink. It becomes much easier to do business and promote your own firm or company or store.

In addition, this helps build a relationship that will be at least a tad more than just a professional connection. Of course, it goes without saying that you need to be pleasant and to have the feel for the occasion. In short, do not get drunk and start ranting on about something that the person(s) opposite you are absolutely not interested in.

2. Get involved with the local community

Unless you are providing a remote service across oceans, it is very likely that your small business will be rather local in nature. The relations that you develop in the start with your local community will provide a theme for your business going forward. No one wants to deal with a business that, when starting off, bought and demolished a local community center because the location was neat.

You can organize local events and charities that will contribute to your local community. And let’s be honest, there are not that many local communities that could not use a bit of help. Depending on your line of business, you can organize days when you will help your local community in more practical ways as well.

3. Attend trade shows

When your small business is still in its infancy, it is more likely than not that your budget will not allow you to set up your own exhibition stands and exhibit yourself (although this is something to look forward to). However, this should never stop you from attending local, regional and national trade shows and fairs from your field of expertise.

Trade shows are a unique opportunity for networking and also promoting your brand by getting in touch with your potential competition (and having a sneaky peek, why not?), your potential partners and al the potential clients and customers that will attend the trade shows in droves. Trade shows are an exquisite source of information on what is happening in your field and what you might do yourself.

4. Become the source for local media

Local media may be in decline when it comes to producing original content and when it comes to exposure in today’s interconnected world, but they still have an involved and passionate community that gets its information from this source and who are likely to react and act upon something they see or read in local media.

The best way to get in touch with local media is to approach them when they are doing a piece on something that is in your area of expertise. Do not insist on being quoted at first. In time, they will start quoting you and approaching you as a trusted source of information/expert. This will give you exposure that you would spend quite a lot of money on if you went with paid advertising and it won’t cost you a dime.

5. Organize local events

Organizing an event seems like too large a bite for a small business but the secret here is to go small and go alternative. Instead of renting out a giant hall in the local hotel, find a small space where you can organize a movie night with a projector and complimentary drinks. Organize a race for the local community or an athletic event of some kind at your local park.

The important thing here is to make sure your local community knows about your event and that you do not try to push your brand or your products directly. People will, sooner or later, start talking about you and your rating in your local community will only grow this way. Plus, you can always use such events to feel the pulse of your potential customer/client base.

About the Author

James Burbank has spent years in marketing and brand promotion for US-based businesses in Australia and Europe. Currently, he works from home back in the States and writes for NVP Exhibits, sharing his experience with anyone who wants to learn more about his fields of expertise. You can find James on Twitter too – @jburbank2019.

Article Contributed by Graham Odenyo

Yes, I asked you that question, someone ought to. In today’s social media arena things are evolving at such break neck speeds that only the best can survive the tide. If you witnessed hurricane Katrina on TV, or was actually in it, then you saw what kind of force a mass of water can wield. When a flood is on its way there is no time to play about, you have to find a way to get out of danger and quickly too. In social media, many people are getting caught in disaster like situations and they have no plans or strategies, to use to help them navigate the social media floods.

There is a difference between a well thought out plan, and a laundry list of ideas that were scribbled down on a napkin at the coffee shop during your lunch break when it comes to social media. A good social media marketing plan, covers all aspects of social media, a bad social media marketing plan on the other hand is similar to a laundry list of ideas scribbled on a napkin during the lunch. It simply does not work when you need it to.

What are some laundry list characteristics of a social media marketing plan compared to a well defined social media marketing plan?

1) Dependence on cheap social media software without doing your due diligence simply because you have seen that particular advertisement on numerous occasions, as you were surfing the web on facebook. Be careful, just because you hear great things about some auto posting software, does not mean that that software works well or that it is good for you or your client’s social media campaign.

2) If you are still using the same outdated social media marketing strategies to market your business that is a clue that you do not know what you are doing. Here is a dead give away, if you a reading a social media marketing plan and they are talking about how to take advantage of MySpace, or telling you that all you need to succeed with your social media campaign is face book and twitter, burn that book.

3) If your social media marketing plan cannot accommodate the sales needs of your client, that plan is nothing but a laundry list and not a solid social media marketing plan. Social media marketing is all about customer engagement with a view to achieve brand loyalty eventually. You social media marketing plan should take care of both the needs of the companies sales department as well as the needs of the marketing people.

4) If your social media marketing plan does not identify who the customers advertising demographic is, and is solely dependent on guesswork, that should make you see red flags all over the place. Why, a social media marketing plan that does not have a defined purpose is the same as the blind leading the blind. When you do not know where you are going, all roads will get you there “eventually”. Do not waste your time and money marketing to non buyers. Use data analysis to identify your best prospects and employ tactics you can measure, such as direct marketing.

5) A social media strategy that emphasizes the need to over sharing the information is not a good strategy. You do not need to have people mad at your brand or business so as to generate some negative feedback for your brand. This would qualify as an item that would need to be deleted from that alleged social media marketing plan.

6) A good social media marketing plan accounts for the need to hire qualified professional social media managers to manage your company’s social media accounts. A laundry list however will convince you that your company does not need to hire a social media manager because you can do everything by yourself.

7) Lack of results can be seen when there is no initiative being shown by the social media marketing planner. A social media marketing laundry list, simply tells you to post things on twitter and facebook and wait to get to the promised land. A solid social media marketing plan will encourage you to get out of the office and go to trade shows, film yourself at the trade show and use your social media marketing platforms to distribute your media to numerous people at the same time. Remember that the social media world is a dynamic one, so one needs to stay updated with the latest industry trends.

8) If you ever read something in your social media marketing plan that tells you that there is no such thing, as negative publicity in social media, you need to burn that book immediately. In social media marketing, what you do not know will hurt you. Meaning you or your company should not engage in aggressive overkill promotions, bombarding your customers and prospects. This is a guaranteed way to irritate your audience and get your emails blocked. Respect the people who have’ opted to hear from you by sending  them messages that are relevant to their needs, that is what true customer engagement in social media is all about.

9) A good social media marketing plan will advise you to make sure that you are monitoring your customer’s comments on your social media platforms. Where as a social media marketing laundry list, will not tell you why it is important for your company or brand to pay attention to what is being said about you, respond directly and immediately and move conversations offline whenever there’s a complaint.

About the Author
Graham Odenyo is the Social Media Strategist and Project Manager of a successful Digital Marketing Social Media Mobile App Marketing Agency located in North Carolina. We work with companies to help them create and manage their own customized Global Social Mobile footprint plans for their businesses. We are a full services Social Mobile Marketing firm, offering fully customizable Global Social Mobile Footprint plans, from the conception of Mobile Apps to email marketing, to blogging, search engine optimization and YouTube video optimization keyword domination. For more information please go to >> http://www.affordablemobilemarketing.info

What pricing strategy increases revenue without having to sell lots more of your product or service?

The simple answer is “raise your price”

It’s not wise to raise prices without first doing focused research of market conditions and trends. You need to understand your customers, and how you differentiate yourself within your market, before designing an effective pricing strategy.

The reason you own a business is you to make money, and making money means generating enough revenue from selling your product so you can cover all the costs and make a profit.

Take the time and ask yourself these FIVE KEY questions.

1. Do you understand what sets you apart?

Do you know who your competitors are and what exactly they offer? Why are you and what are you selling that is different? How do you stand out from your competition? You must not only know the answers to these questions; but be able to communicate them convincingly to your customers in order to maximize your pricing power.

2. How accepting is the market of your pricing?

In other words what is the pricing range already established for similar or comparative products and services? This will be a good indicator,(and note I say indicator) as to whether you will be able to price your product or service to make a profit. It’s important to talk to your customers and find out what they are willing to pay.

A small business owner I spoke with recently found out directly from his customers that if he were to provide a warranty on his product installation, he could beat out his competition and command a higher price.

3. What are your customers’ expectations?

Without customers, you won’t sell anything ~ and you will not need a pricing strategy! When deciding on pricing, determine what it is your customer truly wants from your business. What are their expectations? Are they value shoppers; best value for the price, or will they buy only on price. Will they pay more for excellent customer service, will a good buying experience add value to your product?

The same business owner also found out that if his customers had an enjoyable orientation lesson to learn all about the product, this buying experience would set him apart from his competitors who were selling a comparable product!

4. Is there a way to pitch several price points?

Two or three options priced differently will allow customers to feel in control of the buying process, and make comparisons between products. Three price points; expensive, inexpensive & somewhere in the middle will often drive sales to the middle price point, which if a business understands and targets their offering, they can position themselves to take advantage.

A small local art gallery decided to price their art inventory at three price points. They found that the middle price point sold 10 times better than the lower price and the higher price. In addition, their sales overall doubled compared to when they had a random pricing strategy of about 40 different price points!

Caveat: If you try this online, be sure and have different images for the different price points (showing different features and benefits), or you’ll lose credibility, and sales!

5. Should pricing be an on-going initiative?

By being aware of changing markets and changing customer dynamics you can adjust pricing to remain in sync with your customers. Stay current with what your competitors are charging, but by being innovative, offering additional services, designing a great customer experience and getting ongoing feedback from your customers, your pricing strategy will be more influenced by your relationship with your customers, and your ability to sell to them, than be driven strictly by competitive and market analysis.

What I’ve learned working with businesses, collaborating with them to determine the right price, is there is a right price! Include the ingredient of an excellent sales process, get out of the building and talk to your customers, do the analysis on costs and your competition, and then try it out with your customers. If it doesn’t work, do a reality check, make changes and try again. Chances are if you’ve paid attention to the five key questions here, your price will be right!

Seen first on Entrepreneurs Questions as: Do you have the Right Pricing Strategy? 

Article Contributed by Sarah Gordon

Generation Y is a term which is often used to describe those born between 1980 and 1991. This group are the generation of the digital age or the first ‘digital natives’. Generation Y are seen as a powerhouse of potential for the workforce as well as an essential group of consumers. This mobile generation are shaping the future. Following Generation Y is not Generation Z, but Generation C.

Who is Generation C?

Generation C gets its namesake as this generation flourishes on Connection, Community, Creation and Curation. Generation C is not traditional in the sense it is not defined by their age, though are often found to be under 35. Generation C covers all who have embraced technology, shape opinion and lead on thought.

Google describes this generation:

• They are motivated by honesty and integrity.
• They are empowered by technology, living in the moment, always on.
• And they’re proud to give back more than they take on.

Why bother with Generation C?

Generation C are shaping the way we communicate and find information. This audience is highly influential therefore it makes sense for brands to engage with them. Generation C are the ones likely to share your content and engage with your brand. The internet is second nature to this generation and it’s well-known that it’s a powerful marketing tool.

How to market to Generation C

• Allow creativity

Involve them in your campaign; this could be in the form of a competition, social campaign, review or simply asking what they think. This generation are socially active, trendsetters not only will they help to spread your campaign but will revel in the opportunity to get involved and create.

• Go mobile

This generation are the pioneers of the smart phone. It’s not just a means of communication; it’s become a tool for shopping, sharing and finding information. In order to keep them interested it’s important you’ve fully embraced mobile technology. Websites need to be responsive to several devices and provide on-the-go information.

• Get personal

Think beyond using the customer’s name to be more ‘personal’. Generation C are wise to marketing and if you want them to take notice of your e-mail or campaign it needs to be appealing to them. Allow room for customisation and find out what they want. If you miss the mark it’s likely they’ll never notice your campaign.

• Be Social

Social Media can make or break a campaign. To be successful time needs to be dedicated to engaging with your customer base. Generation C aren’t interested in seeing a static page with sales type information. Get creative and involve popular culture to keep them enthused with the brand.

Ultimately to engage with this generation, research is crucial. Dedicated time needs to be set aside to research the latest trends, news stories and viral content. This way you can react and involve the audience in something they want to engage with. Always consider the user first.

Author Bio: Sarah Gordon of BT Business provide advice, business insights, news, case studies and more for small to medium enterprises and start-ups at: insights.bt.com