After focusing on specific email marketing conundrums over the past several months, the Enlightened eMarketing blog is taking a breather to focus on a major business conundrum we all face: hiring effective help. This month's guest post on the topic is courtesy of small business optimizer Melanie Benson Strick (pictured here).
Melanie's advice isn't just for small businesses: whether you're a solo-preneur, small local enterprise, entrepreneurial start-up, or marketing professional in a large company, everyone eventually needs to hire help. (As you know, here at Synchronicity Marketing we offer digital and email marketing help: if you're wondering how we can become part of your Dream Team let's talk).
What exactly makes people respond to your email marketing offers? What is it precisely that makes them engage and buy from you? And how does knowing these things help you drive better email response?
It’s the sixty-four-million-dollar question asked of all advertising and marketing. While the fundamentals of what makes us want to transact with a company or say yes to one offer over another remain relatively the same across channels, how
marketers employ specific tactics can vary drastically from channel to channel.
There’s a clear correlation between the stage of your organization's digital marketing "maturity" and the effectiveness of your online marketing programs.
By "maturity," I mean the level of your organization's sophistication in digital marketing. Most organizations fall into one of three distinct stages at any point in time:
Creative Commons License photo credit: mscaprikell
In Part 1 of this series
, I explained that marketing is not simply about hawking your wares. Certainly it’s about communicating what you have to offer, but how
you do that is what makes the difference between feast and famine.
Whether we know it and like it or not, most decisions in life are fueled at least in part by emotion, and that goes for buying decisions large and small.
Our brains are equipped with both reasoning and emotional centers, and each factors into decision making. More often than not, people buy from emotion and justify with reason, so it’s important to know how to emotionally connect with them.
In online marketing, making emotional connections is especially important because the digital world is immediate, urgent and can seem highly impersonal
. It doesn’t give us the time or intimacy to know and trust people like face-to-face interactions do. That contributes to a lack of trust (and unfortunately, fraud) online, so allowing people to get to know you digitally goes a long way toward creating the confidence consumers and business people alike need to buy from you in any channel.
Creative Commons License photo credit: Torley
You might read that title and wonder what in the world emotional connections have to do with online marketing or any
marketing for that matter. Isn’t marketing simply about telling people what you have to offer and letting them know how to buy or work with you?
Certainly it’s that, but much more. Whether you realize it or not, most decisions in life are fueled at least in part by emotion, and that goes for buying decisions large and small.
Our brains are equipped with both reasoning and emotional centers, and both factor into decision making.
More often than not, people buy from emotion and justify with reason, so it’s important to know how to emotionally connect with them.
In online marketing, making emotional connections is especially important because the digital world can be fast, furious, and impersonal
. There is a built-in immediacy in digital communication channels that often undermines or bypasses the opportunity to slow down the sale and deepen the consideration process that older, offline channels delivered. Plus, there’s a huge lack of trust (and fraud) in the digital world so allowing people to get to know you online goes a long way toward creating the confidence consumers and business people alike need before they're willing to buy.
So, is it easy to create emotional connections online? The good news is “YES!” thanks largely to social media and content publishing platforms that are faster, simpler and more accessible than ever before.
So, how do you do it?