Your Marketing - Or Is That Called Selling?
workday starts. We do one of two things.
we check the orders that have been received, products/services sold,
hits, sessions, inquiries, etc. In other works, we get the "pulse" of
Secondly, if the "pulse" is lacking or not at aerobic speed, we then
tend to the pulse. It is this thing we call marketing.
"Working the marketing" is what we do each day to develop the business
that we will take the pulse of tomorrow.
what is entailed when "working the marketing?" For that is what an
entrepreneur does when owning an on-line business. The non-electronic
version of this can also be applied to the "working of the marketing"
for and off-line business, as well.
Assuming you have a plan, a direction, goals and objectives, the
following items will ensure the execution of such and a long living
pulse for the business, another day.
always shocked at the number of items in our e-mail in-box. This is
true whether there are too few or too many items. Some of the items
are junk, some are good information and the most important are
prospect contacts or customer contacts.
a.) Delete the junk.
b.) Save good information in the appropriate folder.
c.) Respond to prospects with new information (either with a
standard form letter or a personalized, custom response direct to
their specific request or comment.
d.) Save prospect contact information in a follow up
database, (more on this under e-mail marketing/ follow-up).
a.) Go to your favorite on-line forum or discussion board
related to your business. See what topics are of interest. Post a
response where appropriate. Save the email, if available, of the
person you are responding to. Do this daily.
b.) Post a question every 4-6 fays. One reason is for your
personal development and continuous learning effort. Secondly, is
for exposure of you, your business and your areas of expertise.
c.) Contact those individuals (when their e-mail is
available) directly for specific requests for your product or
service. For example if a prospect asks about the benefits of a
press release and you are involved with an on-line PR business, you
would e-mail them, one of your sales letters or a personal, unique
specific e-mail response.
d.) Save this contact in a separate database for follow up.
This becomes a very rich, permission based database for ongoing
contact and selling.
Thank A Customer or Give A Customer Attention
best prospects are current customers. Most customers leave because
they don't get proper attention. Take this moment to thank them, email
them an article of interest or generally make contact with them.
E-Mail Marketing - In A Very Proactive Sense
orders have been collected, prospects have been answered and customers
have been thanked, its time for the proactive part of your
communication process to begin. Up to now, all communication has been
more reactive in nature. Actually at this point in the process it's
more like "e-mail selling". By now you have at least two types of
databases being created and perhaps many more; those that have
contacted you for more information/free reports/quotes on services,
etc. and those you have communicated with through forums. Other types
might be purchased databases, other collected newsgroup databases,
past customer databases, etc.
each database, send an email sales letter. A letter campaign should be
a series of 6-8 letters and offer information that the
customer/prospect can use. Your sales message is indirect until the
end of the letter where special offers can be made and contact
information is listed. The series consists of this many letters
because it has been proven that the highest probability of a prospect
acting occurs after 6-8 points of contact. Many sales efforts stop
after 3-4 tries, leaving a vast, untapped potential available to those
that are consistent and persistent.
mention, "Hope the information supplied previously was helpful" or
"What other information do you need to decide on one of our offered
solutions?"; something that ties in previous communication and
continues or progresses a relationship.
other databases, the same selling effort continues with even the same
track of what databases get and when is paramount. This will ensure
consistency and efficiency and prevent duplication.
Responses to the proactive marketing will require the communication
and "working of the marketing", described earlier as reactive. The
whole process then repeats.
Marketing vs. Selling - Working on the business
do all of the contacts come from? What drives the traffic? That is the
last part of the process of "working your marketing".
point, advertising is planned, search engine placements are managed
and other marketing is put in place. Things like press releases,
feature article submission, and re-crafting of sales letters are all
part of "working on the business".
Depositing checks from your Internet business takes more than building
the site and watching the hit counter spin. When selling a product or
a service, you have to "work your marketing". You have to sell to the
customers. You start relationships. Helping others grow their business
with the help of your products and services will eventually provide
you with the return that will fulfill your business dreams.
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