THE POWER OF CONSISTENCY

 

Why Business Consistency is So Important People are always preaching that when it comes to marketing: “consistency is key!” But why? What’s the big deal about marketing consistency?  First marketing consistency is about building trust In order for people to trust you, they have to feel like they know you In order for them to feel like they know you, they must be aware of you, recognize you, and remember you. In order for people to recognize and remember you, you must show up in a way that’s consistent Here you are, spending your time and effort on marketing, and nothing seems to be happening. Did you know as of Mar 21, 2022, there are currently over 1.93 billion websites online. That is a lot of online competition. If you want to become recognized and remembered in order to earn  trust, you must show up in a way that’s consistent so you can be consistently seen.  Consistency helps you avoid the “who is this again and why are they in my Facebook feed?” — and keeps the process of building company trust.

Why Consistency Matters A big mistake people make is thinking that marketing is a process of getting in front of as many people as possible where a percentage of them are sure to say, “yes, this is brilliant, where do I sign up?!“ well. . .  name recognition beats number of names every time. All businesses have days that are filled with putting out fires. Because of that, the problem of the urgent can often overshadow the importance of constant marketing. More than likely, you answered yes to both of those questions. If that’s truly how you feel, look for ways to keep the urgent tasks at bay and focus on what’s really important. While you want people to buy whatever you’re selling the instant they see it, you know it just doesn’t work like that. You know that’s not how buying decisions are made because that’s not how you make decisions is it. When people don’t know you, they’re not sure whether they can trust you — it doesn’t matter how brilliant your first impression is. They’re going to go out and consider a few more options, or maybe wait a little longer until the time is right…  for whatever reason, they’re just not ready. And it is their reasons so your needs don't matter

Awareness is a process. It might take them seeing you in their field of vision 15 times before they’re really super-awesomely aware and remember people only see 1 our of 3 marketing messages. so that is (ouch) 45 messages to the same person! So, you’re gonna need a way to get in front of those people a second, third or eighty times so you can prove to them you’re credible, trustworthy, and the best option available from all the others they might be considering. This is where a consistent message is needed to provide the glue of consistency in your message (both your words and visuals) and that has the power to speed this whole trust- and awareness-building process up.

So What Are You Waiting For? If you want to wait for the perfect time, that was yesterday. The second best time is now.  But if you have no time?  Call Larson & Associates 1. We Make Sure Your Message is Clear  2. Create A Marketing Plan  3 We Set A Realistic Schedule  4 We Create And Batch Your Content  5, We Will Break Your Plan Down To Smaller Workable Action Steps  6. We Set Up A Support System And Accountability  As always, I really hope you’ve found these thoughts and idea useful and that you’ll take them and apply them to your own business. But if you can't or need help you can call us. Larson & Associates 847-991-1294

Larson & Associates Making Good Businesses Great and Great Businesses Even Better Copyright © 2022 Larson & Associates, All rights reserved. Larson & Associates 3475 Steeplechase Way    Suite 101 Grayslake IL 60030 847-991-1294 howard@larsonassociates www.larsonassociates.ws

A GUIDE TO EMAIL CAMPAIGNS

 

Let's talk Email Campaigns! 

They are fast, nimble and trackable, but are they worth it? A long term marketing strategy is all about long game. If you are in it for the quick buck forget it. It takes time, trust, consistence and balance. If you are not willing to put in the effort marketing though email or any other way is not going to give you the big payday. It is like tossing your money in the waste basket. 

So he is the short, 73%, yes 73% of businesses use email as their primary source of communication? You need to be a part of that in your marketing, and long term email campaigns are where you need to be.

Long Term Email Needs 5 parts

Consistency
Balance
Commitment
Follow-up
Niche Target

Email campaigns are a series of marketing emails sent in sequence to lead your customers, past customers and prospects to the point of purchase or purchasing again. The again people are what you take to the bank! Banks tend to love long term customers. But then don't we all?

Long term campaigns that get open get their success from the value they provide to your audience, gradually providing them with good solid information, updates, products, and ideas on how you and your company can help them achieve their goals, not yours. In the process helping them have success with give you success. These emails tend be more education-based or more focused, personalized, and timely, which keeps the open rate high. If you sell office furniture talk about the productive trends into days line of chairs. If you sell insurance talk about the latest trends in workers comp. If you sell pallet loaders talk about how todays technology makes a working safer and give a higher ROI.

In marketing, you send these emails in a timely basis to your target's actions (or inactions) based on certain market triggers. These triggers can be specific to timelines, time frames, government reports or other any other event that makes you consistent in your marketing.

3 BENEFITS OF CONSISTENT EMAIL CAMPAIGNS

1. ENGAGE MORE CUSTOMERS WITH LESS THOUGHT

Having a consistent campaign can help increase your engagement and open rate, which is one reason they generate more revenue than other email campaigns. If no one opens the email you will not get any action.

The fact is, the click rate for consistent campaigns increases by over 121%, which is significant compared to other types of campaigns. People open emails from people they know with the understanding that they will get something useful from it. I keep sending you my emails and I hope you find them valuable. If you can use the information great. If you like what I say and how I think maybe you will use my company when you are in need of additional marketing efforts. You know how I think so the good thing for me is you know what to expect. No one likes surprises.

By sending relevant content proactively, you avoid much of the work needed to engage prospects because they stay engaged with you and do not opt out as much. Because your niche based leads are already interested, you can move them through the sales funnel faster. And can also help you reach out to unresponsive list members, saving you time and energy to the ones who do respond. 

Secondly, emails are sent out timely so you don’t have to monitor them constantly. You or your staff (or our staff) don’t have to spend a great deal of time creating and sending emails because we know the niche and the market problems and how we work to solve those needs.

Marketing with a niche driven email marketing campaign has the potential to dramatically increase sales simply through the ongoing nature of communication and common market connection.

2. REVENUE INCREASES WITH PRECISE SEGMENTATION

Through niche email marketing, your prospects can be pulled into a campaign, your leads can be educated, and your customers can be rewarded.

It is possible to reach the right people at the right time by identifying, segmenting, and reaching out to specific niche groups.

In addition to building trust with your audience, segmented email campaigns can also be very effective. In an ideal scenario, you could divide your list into different funnels and approach them differently, rather than blasting all your subscribers with the same campaign. Because your emails are more targeted they will be more relevant, they will come across as more personal. If I met you at the National Restaurant Show you probably don't want marketing ideas about trends in CNC Micro Machining Equipment.  

In the long run, this will decrease unsubscribes and increase conversion rates. And that is what we want!

3. CONVERSATIONS CONTINUE TO REMAIN TOP OF MIND

Niche campaigns can be used to communicate between you and pin pointed subscribers. It allows you to update your subscribers on information they find important (not you) or have previously received (from you) to stay connected and dig deeper into answers which are important to them.

At the same time you are keeping your brand at the forefront of your customers’ minds, this also helps establish a relationship of trust. Online trust can be very hand to establish. Regular contact and giving a phone number that a real person answers or even your direct line. demonstrates your commitment to them and allows you to deliver more to your target market consistently.

EMAIL CAMPAIGN IDEAS FOR YOUR LIST

When it comes to email campaigns, there is a wide variety you can choose from. These include the following:

ONBOARDING EMAILS

Onboarding emails ultimately help convert prospects into paying customers because they educate and nurture trial users over time.

WELCOME EMAILS

New subscribers are introduced to your brand immediately via a welcome letter. These campaigns allow you to leave an in-depth message, make a great first impression, and demonstrate that you’re in this relationship to offer them help. You can send an introductory email saying, “Hi, nice to meet you!” or just use your regular content.

REENGAGEMENT EMAILS

Contacting inactive prospects with these is an excellent way of bringing them back. Reengagement emails can captivate past subscribers who have been deleting your emails without opening them.

If they are no longer interested in your brand, that is fine to give them the option of unsubscribing or canceling their account.  You need to give them an opt out anyway) You can develop a bad reputation by annoying people who aren’t interested.

CONFIRMATION EMAILS

An email campaign does not end after a sale is closed. By setting up a “thank you” campaign immediately after a customer makes a purchase, you can still confirm their purchase and encourage your customers to stay engaged with you beyond the first sale.

CART ABANDONMENT EMAILS

Even though it’s common for shoppers to abandon a shopping cart, an email campaign can reengage them You can remind s website visitor of what they left in their cart, confirm the items are still available.

The average cart abandonment rate is over 69%, ouch, a huge number of potential sales. Creating a compelling abandoned cart email can improve your conversion rates, if only by reminding people of the ease of completing the sale.

READY TO GET STARTED BOOSTING YOUR SALES WITH NICHE SPECIFIC CUSTOM EMAILS!

It’s almost impossible to argue the value of creating engaging emails for your business. You can increase sales, improve margins, and accelerate customer

Can We Help You?

Sure you can do this yourself. I totally understand and for those of you with the time to write content, flow it into a program like this one and be consistent and still have time for the follow-up,  wonderful. Have fun and enjoy!
But for those who can't there's . . .  

Larson & Associates

We Make Good Businesses Great and Great Businesses Even Better
Larson & Associates

3475 Steeplechase Way    Suite 101
Grayslake IL 60030
847-991-1294

Copyright © 2022 Larson & Associates, All rights reserved.

Larson & Associates
3475 Steeplechase Way    Suite 101
Grayslake IL 60030
847-991-1294
howard@larsonassociates
www.larsonassociates.ws