The internet offers several new ways to communicate with your customers and prospects. These new vehicles are particularly appealing because of their lower marginal cost per message and because they may enable a business to deliver even more targeted messages to each audience.
Who is your audience?
To take advantage of these new approaches a business must first understand its audience(s), what information they want to receive and how they want to receive it. Ewing Consulting helps you to answer these questions and more as part of an Integrated Marketing Communications solutions or for particular marketing tactics. Here are some of the new internet communications vehicles you may want to consider as part of your integrated marketing mix.
A good e-mail marketing program should provide valuable information to people with the frequency that they think is desirable. The wrong message or the wrong frequency can doom the best planned marketing campaign. An e-Mail Marketing solution should include:
- an understanding of the target audiences (i.e. prospect, customers, business partners, industry experts, the media)
- a marketing communications plan that identifies the e-Mailings that will be sent during the quarter and preferably for the entire year
- compelling information or sales messages with an appropriate offer or call-to-action for the recipients
- properly designed messages so they are easy to read, to understand, and that offer a way for the recipients to get more information
- an e-mail application that manages the e-mail creation, distribution, returns and subscription services. People on your e-mail lists should be given the option to opt-out of your lists easily. Obviously, this application should also make it easy for new people to subscribe or opt-in to your ongoing communications
Ewing Consulting can set up a complete e-Mail Marketing program you for you or provide the separate components. We can also help to write the copy for your communications.
e-Newsletters and e-Magazines
The content for e-Mail marketing can be a simple e-mail message or a series of messages that include graphics and connections with your web site for further action by the recipients. Alternatively, a business could produce a newsletter or an electronic magazine discussing several topics. These tend to be sent regularly like every month or every quarter. They require all of the components of an e-Mail Marketing solutions plus a source of regular and valuable content.
Blogging and Social Media
The biggest difference between blog and social media sites is that they enable easy interactions between and among the visitors to the web site. Traditional web sites tend to me more one-way communications from the author of the web site to the visitor.
A blog (a contraction of the term “web log”) is the component of a web site that usually is maintained by an individual or company with regular entries of commentary, descriptions of events, or other material such as graphics or video. Many blogs provide commentary or news on a particular subject and often present original material from the author(s). The ability of readers to leave comments in an interactive format is an important part of many blogs.
Social media web sites like Facebook, Google+ and Twitter offer another way to communicate your messages to your clients and prospects. These types of web site tend to be more flexible than a blog, and your content has to compete with more content from others to the attention their users.
Authoring a blog or participating in social media sites may be a good way to reinforce the credibility of a company in it chose fields and as a good way to acquire new customers. A successful investment requires the regular addition of new and valuable content for the targeted audiences. Ewing Consulting can help you to determine whether the investment in a blog will be a valuable addition to your marketing and service offerings.
Get Started with Ewing Consulting to refine your major competitive advantages so you can develop your business to the next level.