No amount of capturable data can tell you when someone is unsatisfied with a situation and willing to pay good money to solve it. There can be digital clues left here and there but there is no tracking mechanism for the human psyche. Despite all the efforts attempting to control your behavior and mine, we still act on our own volition.

Top of Mind Rotation

Whatever you’re selling, you think people need it or will be better off having it. The problem is they are doing fine without it, until they aren’t! This is why regular newsletter-style updates that include valuable, problem-solving information should continually be placed in front of your customers and prospects.

As long as you keep including interesting tidbits and valuable content, your audience will welcome getting your regular updates. When they need something, and your newsletter hits them with an expert recommendation that’s relevant, it’s as if they just got a referral to your business. Something like, “Oh, I should just call these guys, now that I’m thinking about it!”

Newsletters Fill the Gaps

Over the last ten years, our email newsletter has generated over 30% of our clientele. It’s almost predictable. Not every newsletter generates new business but about 1 out of every 4 or 5 does, and this result has been consistent over the years. It works like this:

1. Be curious! Get really interested in conversations with all of your business associates about what’s going on in their companies and industries.
2. Attend business events, have conversations and make mental notes. Then capture the notes!
3. Build themes and topics around your industry’s problem-solving opportunities. Think in the terms of the expert that you are.
4. Write articles and make videos that address specific market needs and publish them on a regular basis – monthly or more often when possible.
5. Publish an email newsletter with front-loaded, value-based summary information about your article and link to it.
6. Proactively contact audience members who show repeated interest though your analytics. Suggest one-on-one networking meetings.

Notice the simplicity and logic of this B2B direct marketing approach. Add it to your marketing mix, especially if email is missing or spotty. With regard to items 1 – 6, they can all be outsourced effectively. We welcome questions about these services.

Regularity is Perfect Timing

Most businesses need to stay connected with their customers and associates to remain relevant in their market. Doing so on a regular basis is the key and email is one of the best ways.

Beyond this simple approach, the power and sophistication of marketing automation can bring your integrated digital campaigns to new levels. Some companies need it. Others don’t. It really depends on how the pipeline is best filled and that can be different for every organization.

One thing is certain. When prospects identify you as the resource for them and reach out to engage, you’ve struck gold! New business that’s generated from your strategic marketing efforts feels really good, fits well and lasts long.

The post Timing is Everything in Needs-based Marketing appeared first on Chuck Sink Link.

I have about 7 years of continuous email marketing experience – for myself and multiple clients. I believe I have enough experience having seen repeated cause-effect outcomes that I can add a bit of science to the study of email marketing.

First off, email is more effective today than ever. When I read about email becoming passé, I smile at the prognosticators who state something they think is bold and controversial (usually because they want it to be true). While no one can predict the future, I can tell you that email marketing is at an apex right now and it may keep growing. Perhaps its waning days are soon but I don’t see that. Why do you think every single “inbound marketing” call-to-action captures email addresses as tactic number one?

The first obstacle I hear businessmen – always men for some reason – put up against email marketing is “Everyone deletes it. I receive so much junk I never read through all the spam…” I say no way José!  These same businessmen always read my e-blasts and compliment me on them!  In most cases I’m talking with these guys because they responded to my e-blast and called me for an appointment!  Is there a disconnection here?  You and I read email all the time. That which grabs our attention in the subject line gets us to open it. We’ll begin our practical tips with subject lines – straight out of Email 101.

The Subject Line:  It appears in previews and notifications on devices. It pops up and you make a quick decision to delete, save for later, or open right away. Cause a delete and you’re dead in the water. Work hard on subject lines before you send.  Put yourself in your audience’s shoes and imagine a simple message that might make their day or solve a problem.  Be concise! Being “salesy” won’t work.  Being provocative can be a double edge sword.  Being relevant is the goal.

The List:  Unsolicited email is annoying like my businessmen friends will attest.  I’ll admit I’m not one of those who uses only strict opt-in & verification procedures. I have built my list organically through networking and association memberships. I add people to my list without their written verification all the time because I’m confident they will appreciate the content I send them.  I have their tacit permission with a business card or some previous correspondence – we have some kind of relationship and that is my personal standard for list building. My list is in extremely good standing having virtually no spam reports and a relatively low opt-out rate. There are numerous ways to legitimately capture email addresses. My method has worked well for me.

The Content:  You may want answers about content creation but instead you’re going to get questions. Finding the answers yourself will help you more.  Does your audience have the appetite for your content? Would you eat it up? Is there really something in it for them? Are you trying to inform, promote, sell, educate, enrich, educate or bloviate? Are you building a brand or offering daily-weekly discount specials?  Email can serve all of these different functions well.  Determine the purpose of your email program, then learn what your audience wants and deliver those messages to them.

The Frequency:  Here are a few easy to remember rules of thumb:  Don’t do daily (unless you do daily deals). Monthly is minimum. Weekly works!  Out of sight, out of mind. (If you are out of sight, you’re out of your mind!)

The Time of Day:  While an important consideration, there’s more flexibility in time of day with email than social media posting. Email has a longer shelf life. The recipient chooses when to open instead of a message getting lost in the news feed or timeline. Generally speaking for most B2B businesses, I recommend early morning Tuesday – Thursday.  Retail and consumer businesses need to consider the times their customers are most likely to be thinking about the product category. If your audience expects your eblasts on a regular time schedule, stay consistent.

The Tools:  Almost anyone with a computer can easily create attractive, professionally branded email campaigns. If your list size is under 2,000 you can do email marketing FREE! Yes, absolutely free of dollar cost. Your time is the only investment. If your list is over 2,000, the starting costs range from $30 to $50 per month for most services.  A few companies offer free accounts up to a volume limit. Constant Contact starts at $15/month and goes up.  Mailchimp, Emma, iContact and VerticalResponse are a few other options you can check out. Costs are based on list size, monthly volume of emails sent or a combination of those factors. Mailchimp allows up to 12,000 sent emails per month free as long as the total list size doesn’t exceed 2,000. That’s an amazing value!

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