Did you know that search and email are still the two top internet activities? This means that while search engine optimization (SEO) is an important part of increasing your digital visibility, you also need to have an email marketing strategy in place. Otherwise, you’re simply not doing as much as you can to position your brand for success.
That being said, prospecting with email marketing is easier said than done. It’s not as simple as collecting email addresses, and then sending out blasts of emails in the hopes of bringing in more traffic. Here’s what you should know about the strategies of email marketing.
There’s a Value Exchange.
Content is more important than you might think. Every day, 27 million pieces of online content are shared. It’s why local search companies work so closely with businesses to create compelling digital content that can help them stand out. This content is the key part of an email marketing campaign. See, what you need to understand is that there’s a value exchange going on when you send someone an email. They’re giving you their precious time, and expect something of equal or greater value. They’re expecting quality content worthy of their time. They want information about a new sale, or even a special coupon.
You Need a Point.
Yes, an email marketing campaign is undertaken for the purpose of promoting a business, but that can’t be the only reason to email leads. There needs to be a point to the emails. They can’t shamelessly self-promote the brand. Whether it’s a follow up email, or a newsletter, it needs to provide the recipient with some useful information.
What you need to understand about email marketing is that you need to do it, but you can’t just do it because you’re supposed to. If your leads are going to give you their valuable time to see what you have to say, you need to say something that has a point.
If you have any questions about email marketing for small businesses, feel free to share in the comments.