E-Mail Marketing

  • Time: Tuesday, 21 April 2015 00:00

E-Mail marketing, despite all of the hype around social media, remains an extremely effective way to market to you target audience. E-mail is more than sending out a mass email. When you do that, you are just sending out junk mail, hoping that something you send out may work. There are many points that should be considered in an email campaign:

  • The recipient should be sent to a relevant landing page, not the home page
  • The content should not contain words or phrases that could be considered as spam as the email may be blocked by the reader
  • Social media channels used should be integrated e.g. share buttons to help spread the word
  • The message should not look like it was sent by an impersonal robot nor should it be too personal
  • The response should ask the visitor to sign up for something, collecting information in doing so but not so much that the visitor is turned off
  • Does the email conform to the law, i.e. full corporate details, unsubscribe links that are easy to use?
  • The email must be readable on smartphones, tablets and desktops

In a previous blog, I talked about the difference between Advertising and Marketing.  In this blog, I'd like to talk about Inbound vs Outbound Marketing and why Inbound is becoming more important

Outbound marketing are those marketing activities that are focused on finding customers for your company.  In's a numbers game in which the further and wider you cast your nets, the higher your chances of finding a customer.  Now notice I said "chances".  This is because any targeted effort will have a always have dry areas.  Of course you can't know where those areas are and there are techniques to help your "hit" ratio (i.e. you may not find it profitable to send lingerie ads to certain segments).  At the end of the day, it's a hit or miss process that has some levers that you can use to help things along.

Inbound marketing is very different.  It is focused on being found by customers that are looking to buy.  They are motivated, educated and will move quickly when they find what they want.  The trick is to be ready for them, to provide the answers to their questions and to move them alone the sales process in their timeframe.

Now why is all of this important?  It's important because it's efficient.  Efficiency means lower costs to acquire and sell a customer.  At the end of the day, isn't that why we are in business?

I'm often asked about the difference between Inbound and Outbound marketing. People ask "Where should I place my ads?" or "Which one will give me more leads?" My first response to these questions is usually "Do you know the difference between advertising and marketing?" Most people don't know the answer! Without that knowledge, how do you expect to be successful? Let's start with the basics then, what is the difference between advertising and marketing?

Advertising is, at the end of the day, an announcement. Of course there is an art to it; in fact there is a very creative component to it that precludes many people from doing it well. It can be as simple as a 2 line classified ad or as complex as an infomercial. The former is within the skill set of most people, the latter probably is not. Either way, it is really just an announcement.

Marketing, on the other hand, is concerned with the mix of activities that bring buyers and sellers together. Advertising is a component of marketing, in the scheme of the whole selling process.

Right away, you can probably see why web based marketing is more than just web based advertising. If your website is only announcing your products and services, it's only doing part of the job for you. It should be helping you move prospects along the sales process. We won't get into the attributes of a good website (look at my previous blogs and explore my for more ideas).

Your website should be an important tool in your marketing plan. It's not just about telling prospects about your products and services. It should also be helping you gather the names of people that may be interested in what you sell. It should actually be taking orders for your products. It should also be answering questions and educating prospects, customers and clients. It should be qualifying prospects so that when you get a call, it's from a motivated, interested buyer. It should help eliminate the casual inquiries or help turn them into real buyers.

With all of this in mind, we should be all set to look at the differences between Inbound and Outbound marketing. We'll do that in part 2. In the mean time, feel free to look around my website and read my previous blogs for some more thoughts

Internet Marketing

  • Time: Thursday, 26 March 2015 00:00

A well-integrated internet marketing plan is one of the keys to success in today's fast moving and competitive market. At one time, it was enough just to advertise your business through print and radio. Customers found you newspaper ads and the telephone directories. No more! In a recent study, it was found that in nearly every age bracket, consumers would use the Internet before using other options, including asking friends and relatives.
Here's a question to ask yourself, are you invisible when your future customers or clients Google you? Even more important, is your competition?
At Mazzi Technologies, we start off by asking the right questions. We gain an in-depth understanding of where marketing fits with the organization. Without that clear understanding of why marketing is important to the business, prioritizing activities are problematic at best. We work with you to understand what the problem is and why it is happening. "Our sales are too low" is a symptom of a deeper problem such as a lack of customer loyalty to a commodity product. We collaborate with you to identify the appropriate channel and activities to invest in. We ask questions such as "where do potential customers and clients go for information to make decisions?" We then develop an understanding of activities that have successfully worked for your competitors to develop targets for budget and click through rates and cost per action. Finally, we set up reporting and reassessment of results, which guides the reallocation of resources. In a nutshell, expand what works and either adjust or drop what is not working.
You cannot buy your way to the top of the search engine ratings, you need to work very hard at getting there. It takes time and patience and there are no guarantees. But with perserverence and the right combination of activites combined with the right follow-thru, can mean the difference between succes and failure