It is important to research your business’s strengths to find out what makes you different from your competitors. This is different from creating a unique selling point as it involves your customers opinion. A simple and cost-effective way to conduct such research is to email your 10 best customers and ask them “In your perspective, what is the best thing about……” (either a product, service or your business as a whole).
Alternatively you could write to them as it is more personal, but this is less cost- effective and people may find it easier to email you back rather than ringing or writing to you.
Email marketing is a great way to promote a yourself, a product, a business or service as it is direct and low in cost but more importantly by using the RIGHT software you can monitor the users progress – if the email:
has been sent and delivered
opened or bounced
whether someone has clicked on a link or not
where they have navigated to on your website or other links within the email
has they forwarded it to a friend
has been clicked on by the user on a Social Media icon to start following you
where about in the country or world they are
And so on… It also saves so much time as it doesn’t involve writing addresses on and licking numerous envelopes even though this is still a great way to market yourself!
Many businesses are using email marketing now as they realise its marketing potential and effect it has.
Email Marketing isn’t meant to be read but used to move people from one place to another. It could be to sign-up to your Newsletter, download a document, watch a video or like your Facebook page. There are a number of Calls To Action you can use within the email to drive people to your website or YouTube Channel just remember to give them something to do once they have read.
How often do you send an email?
This completely depends on when you audience is expecting it… For example; if you are a Hair Dresser maybe every 6-8weeks, a Business Coach could send it once every two weeks but don’t take my word for it. Try it out yourself. How much have you got to say, what do you want them to know?
When sending emails try to ensure that you only sell something 1 time in every 4 emails you send.
There is a number of different software you can use but it depends on what you want. Our software also ties into our CRM which shows us who out of our clients have opened the email or not opened. Here are 2 that we think are REALLY good.
MailChimp – FREE for a certain amount of email addresses imported
Campaign Monitor – PAID and Koogar uses this!
What to say
What do your clients ask about on a regular basis? What issues, challenges or hurdles do they come up against and how can you help them over come it?
We always take the things we know for granted thinking that EVERYONE knows what we know and the simple fact of the matter is… THEY DON’T! People need to see you message between 7 – 15 times if not more until they are ready to buy…
[ctt title=”Don\’t give up after one attempt! #KoogarTip #EmailMarketing Follow @koogar” tweet=”Don’t give up after one attempt! #KoogarTip #EmailMarketing Follow @koogar” coverup=”k0GKg”]
Keep going until they say “NO! or Leave me alone, I don’t want it…”, which leads me onto…
Dealing with Unsubscribes
When we first started Email Marketing you take the unsubscribes personally for the simple fact that you can see WHO have unsubscribe or marked you as Spam but this shouldn’t be the case. The more unsubscribes you get just means that those people dont want what you have to offer. Which is OK! Just concentrate on the ones that DO want what you have on offer.
Take a look at our other Email Marketing Articles. We have really useful information like:
Affiliate marketing meaning – Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought to them by the affiliates own marketing efforts.
Affiliate marketing also known as referral marketing and is very similar to internet up-selling, but rather than offer your customer another one of your products you would sell a product or services from someone who has the same customer as you BUT does not do what you do.
Essentially affiliate marketing is where you would get a commission from selling someone else’s product or service to your own network or peers.
Who could you team up with to help each other grow your list, client base and sell more product and service?
It works in all types of business and is an additional income generator!
WARNING! I would only ever recommend someone or something that you have experienced yourself. Baring in mind, if the person who ends up buying the product or service and they dont like it, they will be looking at you, not the product or service they have bought.
Most Business Owners and Marketing Managers I meet just want customers to walk in by finding them on Social Media, their Website or another activity they may be doing but forget about the people they are currently working with.
This is fine but if you want a regular increase in business and profit, this way is quicker…
It’s 68% more expensive to acquire a new customer than it is to up/cross sell to a current customer!
Whats the difference between Up-selling and Cross-selling?
Up-selling meaning – persuade a customer to buy something additional or more expensive.
Cross-selling meaning – Cross-selling is the action or practice of selling an additional product or service to an existing customer
By doing one or both of these two things, WILL generate more business!
For example; If a client purchases one of your products, offer them another product or service which complements the one they are already purchasing.
This could be for a number of reasons:
it would naturally and logically be the progression from buying the first product or service
the client isn’t currently aware that you deliver this additional product or service
you have targets to hit for the week, month or year
You could also offer it at a slightly discounted price… Although you may have heard Amanda talk about discounts and offers NOT being an option! You SHOULD be showing the customer the VALUE you will deliver, once they have purchased the product or service which then means the discounts or offers are irrelevant.
[ctt title=”The main reason why people quibble about price is because they cannot see the value in what you do! #koogartip Follow @koogar” tweet=”The main reason why people quibble about price is because they cannot see the value in what you do! #koogartip Follow @koogar” coverup=”fdEcS”]
I understand that sometimes we either need to or want to get rid of something. So, in this case a reduced rate is appropriate, but what I want to ensure is that you do not playing a price war. ANYONE can reduce their price but what usually comes with that is also a reduced service or quality to the product.
You don’t want to be known for that!
3 Tips to get you started…
You should make Up-selling and Cross-selling a regular occurrence within your business to help push you towards your sales targets! Here are 3 tips to help you get started…
1. Segment your data/ Customer Base
You only need to put them into 3 sections; who are they, what have they already bought, what else could they buy… By segmenting your customer base, you will be able to see how much more business is available to you immediately!
2. Map your products/services
This is about understanding the buying process within your own business. Which services are most popular, which ones are bought first, second and third, why your customer buys in that order. By knowing this information, you are ready to sell more because you will know what comes next.
Developing your customer journey takes customers from one place to the other. Firstly, not knowing who you are or what you do to finally buying from you and referring you on to others. Create a step by step process so you know what journey people take depending on your products and services as well as your marketing activities.
Putting an up-sell and cross-sell plan into place will show you how to get more business more easily and with the perfect customer!
Let us know how you get on by leaving a comment below.
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