7 E-Marketing Strategies for Better Sales
E-marketing is quick and immediate. From business-to-business marketing applications to consumer packaged goods, the point of your e-marketing is to move your customer from Point A to Point B with the goal of making a sale.
The most important step in preparing a strategic marketing plan is to aggressively define who your targets are and what are the target cues that will cause them to buy. Print analysts know that an average print ad gets three to five seconds of attention. Today’s e-marketing messaging has been reduced to seconds, so the need to focus on what’s essential has increased exponentially.
In our market development business, we use tools such as affinity testing, sentiment marketing and related focused tools that crystallize the Who, What, Where, When and Why issues that make up a target market. With this data, we have the ability to provide some foundational building blocks that you can use to build your e-marketing program regardless of your particular market concentration.
1) Focus your message.
Clutter is a top reason why e-marketing messaging is moved to the trash. Too much content is the enemy of focused e-marketing—throwing in everything and the kitchen sink says to the reader, “I don’t have a plan and, as you can see, I have included our entire catalog of products and services. Hope you find something you like!”
2) Use drip asking.
Drip asking goes hand in hand with focusing your message. The drip concept is just how it sounds. You send your reader with a series of planned “mini-communications” that provides rich content and answers his/her questions that you have anticipated the recipient would want to know. Slow-but-sure gets results faster than all-at-once messaging.
3) Timing is everything.
Know your potential customers’ preferences and match your e-marketing to relevant aspects of their businesses or particular situations. Of course, a key here is to know their preferences before you start, but by considering things such as time zone, season of the year, consumer vs. commercial business, you can construct what the best time of day your e-marketing should arrive and related considerations.
Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.