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).
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.
Unless you were raised by wolves in the wild
photo credit: mmatins
, at some point you've learned it is polite to say "Thank You". Not only is it proper etiquette, it's just downright considerate and gracious. Yet for marketers, saying thank you is about much more than just being polite. If you're in the business of building lasting, loyal customer relationships (and if you're not, please question why you're bothering to be in business at all) it's an essential practice that pays both monetary and good will dividends. Without it, you're both at greater risk of customer flight and a sitting duck for the competition.
photo credit: D.H. Parks
A little over a year ago, I theorized that 2010 would be the Year of Conscious Marketing
. And while I do think it has taken us more than a year to become conscious of how to use the increasingly fragmented and multiplying online marketing avenues available to us, 2010 certainly was a year in which the “what-how-which” and “why” finally began to gel for many business owners and marketing professionals.
If 2009 was a watershed year – a year in which a lot of activity and change moved through at once – 2010 was what I called a waterfall
year – all that change and activity began to come together in a cohesive flow. Now, in 2011, it’s time to intentionally direct that flow to achieve our goals and desires.
photo credit: Pranavian
Thankfully, the days of silo-ed email marketing run by two techies hunched in a shared cubicle wedged into a forgotten corner far from the marketing department are largely over at most companies. However, marketing email can still suffer from "forgotten stepchild syndrome" when it comes to design.
It's a fair enough question: "Should my email creative match the design/look/feel of my company's website?"
, provided your website was created or at least had a face lift in the last few years. (If it hasn't been touched since 2002, that's a different story.) But in general, yes, from a creative standpoint your email marketing messages need to be included in your digital family.