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Extending Your Reach: eMarketing

Wednesday, August 08, 2012   By Mike Reddy

 



eMarketing should form an integral part of almost any business' marketing strategy. It's very useful for start-up or small businesses because it can be relatively inexpensive.

As with all marketing strategies, the ultimate goals should include:

  1. Generate and identify new leads
  2. Enhance your brand and create a recognisable and lasting identity
  3. Retain clients and foster long-term relationships
  4. Measure effectiveness
  5. Grow your business, increase profits

For starters, consider creating free content in the form of topical articles for distribution. Target your niches to produce the most desirable prospects as well as solidifying your web presence and image.

Drip marketing is another targeted method that can help leverage your advertising. Drip marketing is a communication strategy that sends (or "drips") a pre-written set of messages to customers or prospects over time.

With this method of lead generation the follow up is automated and your chances of turning a lead into a sale are increased with relatively no effort at all. Email still represents a cheap, effective way to establish or maintain a relationship with clients. However it's important to avoid the most common email-marketing mistakes that small businesses often make.

Do not purchase email lists or blast unknowing users with newsletters or promotional materials. Craft your list carefully with well-researched and specialised leads.

Avoid operating in a vacuum- in order for your eMarketing program to be successful you must be constantly analysing the numbers and monitoring the outcomes of your efforts.

Remember the ultimate purpose of all eMarketing is to open and create dialogue with potential clients. Align your strategies with this goal to ensure the biggest pay-off.


Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.