The Internet is a great place to market your business - but they really don’t teach that in school! In Marketing, we’re still taught the ‘old fashioned’ ways of marketing: advertisements, PR, news releases, brochures, business cards, etc. But, how can you Market on the Internet? This week I’m going to focus on this topic as many small business owners I come across still don’t know what’s out there. First up, eNewsletters - or eZines as they are sometimes called, is a great way to market the solo-entrepreneur, and even the small business owner.
First, “What is an eNewsletter?”
An eNewsletter is an email you, the entrepreneur, sends out in mass form that has interesting and informative articles, a personal note from you, and an advertisement or promotion for a product or service you sell. It should be short enough to read in one sitting, and sent regularly - about once a week or at least per month.
Second, “Why should I send an eNewsletter?”
A eNewsletter is a great way to stay in contact with your clients and potential customers. The average consumer needs to see a promotion at least 8 times before they consider buying it - just like kids and their vegetables! So, in order to help the consumer keep you in mind, you have to be in front of them often. This can be expensive if you do it the ‘old fashioned’ way, with advertisements and brochures - but it’s just pennies per email when you send an eNewsletter. Here’s a quick break-down of a per-lead cost:
:: Email about 2-5 cents per lead
:: Search Marketing 45 cents per lead
:: Yellow Pages $1.18 per lead
:: Direct Mail $9.94 per lead
Third, “How do I send an eNewsletter?”
You need to use an email database program, like iContact. Don’t use your personal email, such as Outlook, GMail or Yahoo! These systems are not built for mass emails, and it will be considered as SPAM - not to mention it will be time-consuming as you can’t send more than 20 at a time with these programs. With iContact, you can send an eNewsletter to over 1,000 contacts easily at the click of one button - and they will automatically add the required information and ‘Unsubscribe’ button at the bottom of each email.
Fourth, “How do people subscribe?”
Well, you don’t want to SPAM - that is, you don’t want to subscribe people who didn’t ask to be! Here are some quick ideas:
1. Don’t SPAM: that is, don’t subscribe people to your eNewsletter without asking first. You must always get written or verbal permission when sending an eNewsletter.
2. Ask for permission to sign them up through the initial paperwork clients fill out.
3. Ask people you meet if you can send them an article that they would find interesting, and as a ‘bonus’ they will also be subscribed to your eNewsletter.
4. Let people know about your eNewsletter on your faxes, on your voice mail and email signatures.
5. Teach your staff to ask for permission to sign up new clients to your eNewsletter.
6. Offer a ‘coupon’ in return to subscribing to your eNewsletter.
7. Have a subscription box on your website. Offer a ‘free bonus’, such as a downloadable report or audio, in return for signing-up.
8. Have it on all your printed materials: postcards, business cards, advertisements, brochures, etc.
If you want to have an eNewsletter that matches your current marketing and brand, you can contact me!
Happy eNewsletters!
Tags: Business, eNewsletters, entrepreneur, ezines, internet, Marketing, solo-entrepreneur