Advertising & marketing top tips - JFM Ashburton
E-Marketing
How to write an effective print advertisement:
How would you like to get inside the heads of your clients, discover what they respond to, form profiles on them?
Sounds like a fair amount of guess work, but the cyber world has brought us yet another brilliant tool, one that allows us to gather actual information on our market and individual clients, information that tells you exactly what each one engages with and reacts to. E-marketing is no passing fad, once you use it you will wonder how you ever marketed without it. It’s a little like the introduction of emails or xcell – how did we run businesses without them?
E-marketing is pretty much self-explanatory – marketing via email, employing various tools you would be familiar with, such as newsletters, basic emails, promotional drives etc. However, and this is the exciting bit, it does take the analytical side of marketing to a wider audience, allowing you to gauge individual and overall response and reaction to all promotional material you send out. You can easily find out who read what, if they responded, which aspects did they respond to, did it result in a sale. You are suddenly (and very, very promptly) holding information that tells you exactly what your customers are thinking, what they are seeking, how they seek it and – here’s the key – you have in front of you profiles of how best to pitch to each individual client.
In the past such information has only been available at great expense, requiring major surveys that need trained brains to decipher and analyse data – only large corporate companies have been able to afford analysis at this level. E-marketing is astoundingly inexpensive, in fact major marketing agencies around the world are now employing it, replacing old methods with the far more streamlined, informative and cheap new tool. Now, no matter what size your business is, your market is your oyster.
The Click Factor
Every aspect is completely trackable; each click lets you know what the user/client responds to. Web tools are utilized to follow complete on-line dialogue, data that is specific to that user is drawn, each click developing the profile of that client, so that you are presented with information that shapes the personality, wants and needs of each of your clients.
Key to the success of e-marketing is the click factor. Without clicks the data produced can only be at a very basic level i.e. did the client read it, did they delete it, did they save it, did they reply? The more clicks you incorporate, the more information you can gather.
Data & Measurability
The data you receive results in reports that cover a complete overview of a particular campaign, as well as break data down to time frames of your choice. You will see, at a glance, how many and who opened your email, who clicked, forwarded or unsubscribed, which emails bounced and why, and so much more.
Points of Note
 Your database becomes crucial to how wide your e-marketing activity can spread. A database low on numbers still gets readable results but having data come from a wider market spread has obvious benefits. Investing time and money into the development of that list is wise and recommended.
Establishing a control email allows you to develop and compare what generates response and/or success from whom. The initial email becomes one you can measure from and the variants are practically infinite! Topics, offers, frequency, hard sells, soft sells…the list goes on and on. You can even discover what colours and fonts make a difference.
Analysis is immediate, as soon as you have clicks you have data that can be assessed, so be ready to absorb and be proactive with the results.
Remember the medium you are working with and keep language and tone appropriate to it, e-mails are fairly informal, generally with quite a friendly tone to them. As a bonus, informality opens up even more reasons to contact someone.
Stick to the golden rule – keep all communication positive. E-marketing should never be used as a platform to voice any negativity.
Establish regularity and stay disciplined with it. Creating an expectation not only allows for frequent contact but builds on relationships.
Employing e-marketing means you can move your business in the direction that generates the most revenue from its market. You can now be informed and respond accordingly.
How to write an effective print advertisement:
1) write a headline that captures the reader’s attention
2) use an image of your product or service and run it with text that sells the key benefits
3) include a ‘call to action’ i.e. give the reader something to do to generate a response, such as:
- phone for a quotation today
- text success to 7742
- visit our website today
4) always finish with your logo and contact details.
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