eMarketing - an effective solution.

I've just released the 50th issue of Useful Information, my FREE monthly eNewsletter. That means that I've been sending this out to a select group of businesses for over four years now. Some would suggest that it is very difficult to maintain a newsletter. I some what agree, but I approach it as a marketing effort and as such, I am constantly archiving potential articles and resources that I put into each monthly issue. I believe a newsletter is an effective way to constantly put your name in front of a group of businesses who readily accept it into their monthly reading. It takes me about 4 hours each month to assemble and make ready for distribution.

Other ways that I market myself is through email marketing. This is those email you get that look like a mini web page. Every business that receives my emails are what are known as opt-in emails. Those are people who give me their email addresses to get something - whether it is an eBook, newsletter, digital product or consulting. As I get each new address, they are deposited into labeled folders. I have just started using an email service that automatically builds my database as each new email is added (or deleted).

Starting last Wednesday, I've initiated a weekly branding tip promotion that will get sent out weekly to my master list automatically. Besides getting a weekly tip, the recipients also get exposed to a group of links promoting my services. These service links are all cross referenced so that there is every opportunity to make a sale. The levels of promotion are quite extensive, but it will be interesting to see when they bear fruit.

I've been pretty successful generating business off the web and I have expanded my efforts to this end. Blogging has proven to be the most effective means of increasing my expert profile which has resulted in business opportunities throughout Canada and the United States. A number of my clients have followed my lead and are themselves turning to blogging and email marketing. As I type this I have contracted the services or a production studio to assist me in turning my weekly branding tips into audio podcasts. These will be available for FREE on my website and blog. This studio is also assisting me with generating inspirational branding videos which will also be available to my readers in the video area of my website. Content increases the length of stay on my site and blog. The longer they stay the better the chances they will contact me or make a purchase.

Next month (October) I will be speaking to the Christian Radio and Music Industry in Nashville on the topic of branding. I got this opportunity from blogging. I also network whenever the opportunity arises. My attitude is never stop the promotional wheels from turning. All around us are naysayers - economic revelers in gloom. I keep my positive attitude by surrounding myself in positive energy and constantly looking for and implementing resources to promote myself. Ed Roach is a product. Like this newsletter, I give myself plenty of time to allow the marketing to work. Blogging took a year and I half to generate income. I could have given up early on, but I know nothing happens quickly when you are building a brand. More times than not, businesses give up their marketing efforts too soon. They want instant gratitude. It just doesn't work that way.

When I utilize the email marketing tool, I am able to see just who opens my email promotions and who clicks onward from there. Try that with traditional marketing avenues. Talk about Big Brother - not only do I know if you received my promotions, I now know if you actually read it. I will use this advantage to test messages with my audience in the future - I never stop promoting - getting it right.

How email can cost you business!

At the risk of sounding like a Ludite, I believe that technology can be a hinderance to effective business practices. I believe being in your customer's face is more important than responsive email. The web while a massive benefit to customer relations is also a service spoiler. If a customer calls with a concern or a new piece of business, we immediately respond in email. Many sales people even take the order or resolve the problem with email. I suggested that you re-think your conventional wisdom and consider "personal service"

There is nothing better in my opinion than getting face time with a customer or potential customer to help build a strong relationship with that person. When I get a call, my first question is: "I think we should get together and discuss this further, when are you available?" When I have something to present, I could sent PDF's, but I'd prefer to show it initially in person. Face to face feedback is so much more productive and effective in selling the idea.

One thing a technology contact does is make you nothing more than a name to the person you're selling to. If they have no personal relationship with you, then you are essentially a number. You are vulnerable BIG TIME. With no personal relationship you are very easy to replace. Someone else who puts their bum in front of your customer will win. A face to a name connected to a personality benefitting from a relationship is such a huge advantage for increasing sales. Just consider how it is benefiting your personal brand!

I can't tell you how many times a customer has told me it isn't necessary to visit only to enjoy the meeting and send me away with more work. Email has no emotions. Never try sarcasm in email, but face to face it has it's place. The next time you are tempted to say, "I'll email you a quote by tomorrow morning - stop yourself - and set up a meeting instead. You won't regret it. Your customer will reward you also. We all like to be treated well. They recognize that time is valuable, so your willingness to give them some of it will come back at you in positive ways.