Build Your Winning Email Campaign Today
Tell me if you’ve ever heard this old adage: “You can have it good, fast, or cheap: pick two!”
In the manufacturing world, managers use this technique when bringing products to market. And while picking two of the three apparently works well for them, it may not work well when it comes to promoting your business.
Your promotions need to be good, fast and cheap. Moreover, they must be consistent and repeatable. This is because successful promotions require a cumulative effect. So what’s a technology integrator to do when it comes to constantly promoting his or her business? The answer may be closer that you think.
Recent reporting by a major telecom provider found that over 40 percent of small businesses are marketing via email. This is up over 20 percent from last year, which means that email marketing campaigns are probably working. Email gives you a fantastic communication tool that can be put together in little time and at little cost.
If you’re not already producing an email newsletter, start immediately. And if you’ve already made the leap, keep it up. Either way, here are a few tips that I’ve found provide the best results.
1. Content is Key
Center your newsletter around the conveying of information. Tell your clients or potential clients about important trends technology integrators make available. Focus on topics in ways that’ll assure your clients that you’re an expert. This could be anything from describing the benefits of an upgraded Wi-Fi network to why new Ultra HD displays are amazing, or how to wirelessly get sound into areas where it was previously prohibitive.
If you address both commercial and residential markets, create two newsletters, with appropriate content for each.
2. Tailor Your Tone
While your ultimate goal is to generate sales, resist the urge to sell in your newsletter. Alternatively, structure your content to build a ladder of attention, interest, desire and finally, action. The best email campaigns create relationships with readers who benefit from their content. Instead of just advertising sale items, you might, for example, describe various lifestyle scenes automation systems provide at the touch of a smartphone.