I love teaching Internet Marketing for Beginners and one of my very favorite topics is email marketing. It’s the very tool that when I finally got a grip on what I was selling and who I was selling it to – catapulted my business to success.
I find that not enough business owners use it and the ones that actually do aren’t using it to it’s full capacity. For just about every business model it can be used as a game-changer in your business.
But like everything that’s worthwhile it takes doing it right, strategy, and of course commitment.
You can’t send out one email newsletter and think just because you didn’t get a response that one time it doesn’t work.
The marketing tools you use in your business is or should be influenced by your business model as not every marketing method is great for every business. However, email marketing is one tool that no matter what your business model I can find a way it can be leveraged for profit.
Internet Marketing for Beginners – Email Marketing Can Be Used for Every Model
So many times I’ve asked a business owner why they aren’t using email marketing and they’ll say oh it’s just not a good way for me to market my business. I have to catch myself sometimes by saying really how do you know? Have you tried? Now mind you some businesses will get success with email marketing faster than others.
Step 1. Learn HOW to apply email marketing to YOUR specific business model. That means knowing who your target market is and how to communicate with them effectively.
Step 2. Develop a solid strategy. Come up with a variety of topics that solution oriented and aimed specifically at your target market. Those solutions should be directly inline with products and services you sell.
Step 3. See it through to fruition!! Bootie calls do NOT belong in marketing! You can’t just send a few newsletters and think you’re done and because your phone didn’t ring off the hook that your done.
Step 4. Read your reports!! Find out which content that your readers respond to the most. Overtime you will have enough email newsletters to get a really good feel of what they like. Let your readers dictate what you talk to them about.
Internet Marketing for Beginners – How 5 Different Business Models Can Use Email Marketing
Retail Store Owner
First off every person that visits your store or online website you should have a strategy to get their email address. Growing your list is a constant effort you should be on top of and it will grow your business fast.
The world of retail is vast! There is tons of competition you cannot afford to be complacent!
You should have customer loyalty programs in place and reward your top customers well! This will keep them away from your competitors!
Don’t forget, if you’re a brick and mortar you still have online stores as competitors so you’re surrounded with tough competition.
Make a great effort to have things in your store that people can’t get just anywhere! Always have your eye out!
You have the business model whereas you can get away with emailing your customer list once a week. What woman doesn’t want to see a beautiful picture of a handbag?
Email your customers once a week and let them know what items are in your store. Also you should consider having special secret sales or promotions that are only available to your email list.
One thing I’ve always loved is a special after hours sale after the doors have been locked! This really makes your loyal customers feel valued knowing they’re getting great deals that no one else knows about.
Veterinarian or Pet Clinics
No you don’t have shiny handbags to sell but the pet industry is a multi-billion dollar one and people love their pets as family members. What does this mean to you? Revenue! Don’t feel ashamed to say that!
You can still LOVE animals and create a success revenue-driven business! It’s a good idea to have a special newsletter that reminds people that their shots are coming up due for their animals.
Also, when a season is changing that brings different grooming needs for pets. Give the incentive for people to bring their pets in by offering a certain percentage off a grooming service.
For example I have two long-haired cats, one of which has asthma and every season I get them shaved. They’re happier and of course I have less cat hair all over my house and my wardrobe that just happens to be predominately black!
Also use it as an opportunity to encourage adoption of pets or any other service or product you need to promote.
This business model is a little trickier than most. Also, the way you use email marketing depends on what type of law firm you have.
Perhaps you handle divorce or adoption? Maybe you’re a wealth attorney? Or perhaps a personal liability attorney?
The way you talk with your audience depends on who they are. For a law firm the most important point is making sure that you’re top of mind when people need whatever it is that you do.
This is where MOST businesses go wrong – they ASSUME someone will remember them when they need to! WRONG! This assumption costs you money!
People are busy and they have information thrown at them constantly! If they find themselves needing a great lawyer for adoption and then suddenly see an ad on Facebook, guess what? That is who they’re going to call!
You should use your newsletter efforts to provide your list with great information THEY find useful – not just your sales efforts.
For example, if you’re a personal liability attorney tell people things like how they can travel safer during the holidays and things of that nature. People will appreciate you’re looking out for them and providing them with helpful tips. If you do it often and stay top of mind they will call you when they need you.
Perhaps you may be thinking this is just not a great enough reward and you want to spend you time advertising for immediate clients?
Think of it like this – advertising for law firms is extremely competitive and expensive. Reaching out to your existing list can be done in a couple of hours a month and the cost of getting in front of them is absolutely zero!
Email marketing is GOLD to a dentist business model! Have a month whereas appointments are down? Remind people about their cleanings! Also it’s a great opportunity to sell any cosmetic features like whitening etc.
A great idea is to really educate your patients on their dental health. I don’t think a lot of people really understand the health consequence of not flossing. Especially how neglecting your gums doesn’t just cost you bad teeth and gum disease but it can also cause heart disease.
Also what do you do to make sure your patients are comfortable?
Many people have anxiety about visiting the dentist so explain how you address that. When I go to the dentist they put Pandora on my favorite station, give me a blanket, and set my chair to a soft vibrating motion.
It’s also a good idea to have have an incentive program in place for patients who refer their friends or family to your practice.
This shows that you’re loyal and you care about them not just as a patient but someone that is supporting their business.
Assisted Living Facility
You may be thinking this is random why did you choose this category? Remember previous in this post when I said the first thing to remember with ANY business model is knowing exactly WHO your target market is! THEN it’s KNOWING how to talk to them? This mindset is especially essential to this niche.
For example people who make decisions on assisted living facilities are older adults perhaps between 48 and 65. This is your market. It just so happens that this age group is also very popular on Facebook. Ah you thought Facebook was for kids didn’t you? NOPE!
As a matter of fact 35 to 57 make up the largest age demographic so as you can see its a great fit to reach your market.
One idea is to design Facebook ads to reach this market and drive the traffic to your website. When the traffic arrives have a very valuable download that’s informational to your target.
One of the biggest concerns is cost, perhaps this is something you could address? It’s imperative that your download is actually valuable to your target market and not just a sales effort of yours. This is how you lose people.
In your email efforts you could continue to educate them on your product and perhaps show images of residents having a great time and being happy in your facility? This is called customer attraction marketing – you’re demonstrating to me an action that allows me to put my beloved family member in that situation. This is smart marketing.
I’ve demonstrated to you how 5 very different business models can leverage email marketing successfully. What about your business? Are you growing your list? Are you cultivating your largest asset – your customer list.