Monthly Archives: September 2009

Successful Social Media Marketing – Growing Your List

Growing Your List 0 Comments

I love the disbelief and surprise you see in someone’s eyes the first time they hear that it takes on average over 5 contacts with a prospect before they will become a buyer. It is difficult in this technology era to tell someone something that they did not pick up some where along their online or professional magazine reading.

So many business owners still think that a good enough message or price should convince someone to buy on the spot (regardless of the amount of competition offering similar products and services or the high price of their item). This is not the case. Prospects want to know, like and trust you before they are willing to make a purchase. The bigger or more important the purchase, the more they need to trust you. The less expensive or risky the purchase, the more they have to like you. So, how do you get a client to know, like and trust you?

Gain permission from them to contact them with valuable information and offers in the future. Make sure you collect their name and e-mail address at every opportunity. Then you can start an inexpensive online campaign of sharing valuable information related to your products or services that will help them come to trust your expertise, and appreciation of you for sharing it. Additionally, the more someone is exposed to a brand, product or service, the more they feel like they “know” it and get comfortable with it (unless the experiences were not good).

You will want to take those names and e-mail addresses and load them into a software program like iContact or AWeber which will make it easy to organize, track and manage your e-mail (otherwise known as drip marketing) campaign. Then you can come up with some helpful hints, tips and commentary on issues surrounding the products, services and industry you work with. You can write 10 of these e-mails in advance and load them into the e-mail software program so the messages are sent automatically, on whatever schedule you choose. Send the prospect an e-mail once every 7-10 days with information that they are likely to appreciate. Every 4 or 5 e-mails, throw a promotional offer or sales message in. Start to build that relationship so that the prospect does indeed get to know, like and trust you. This way, when they are ready to buy your product or service, they will be much more likely to buy from you.

If you would like help with list building and converting clients, contact Rachel Perlmutter at 714/330-1982 or visit Rachel Perlmutter & Associates.

The Importance of Tracking Marketing Efforts

Tracking Advertising, Tracking Marketing 0 Comments

I wanted to share one of many examples of the importance of tracking marketing efforts. Tracking is a critical way to understand fully what the return on investment is for marketing and advertising dollars spent. Advertising can be used for share of mind with no intention to drive specific service or product driven sales. However, if you are advertising to generate prospects for a specific product or service that you hope to convert to customers, tracking the results of your efforts are necessary to make sure your advertising dollars are indeed generating opportunities for your business.

Recently, a client and I decided to test an ad in the local sections of the Friday and Saturday paper and a full run (all zones) in the Sunday main newspaper where advertising costs are very pricey.

In the Strategic Marketing plan I provided, I discussed how critically important it was to track which day and which paper drove in the responses to the ad so we could spend future advertising dollars on the days and papers that generated a meaningful response. I provided a very simple check off sheet that would pinpoint where the prospect saw the advertisement that attracted him to the business. I asked the client to give the tracking form to his prospects to fill out with his other required paperwork before being helped. We agreed to the importance of this plan and that I would collect the slips after the first 3 weeks in order to tabulate the information. This way, we could evaluate which of the papers initially seemed effective for sending him leads.

A little over 3 weeks later, I returned to tabulate the tracking sheet and follow up on our efforts, so far. For whatever reason, the client decided to simply ask the prospects if they heard about his company in the paper when they came in. If so, he simply assigned it to the newspaper (not which one, or which day).

Now that the initial “test” was over, it was time for us to discuss where he wanted to invest his newspaper advertising dollars. Because we did not know which day or newspaper was attracting the prospects most effectively, we could not narrow our focus (and marketing dollars) on these days and zones, so we had to continue our broad reach until we could gather this information.

It was only when he realized that he had proven newspaper advertising worked, but not which advertising was generating the best return on his investment, how important ad tracking really was. He asked me for the form again and said this time he would use it.