It is my job to help businesses with their marketing and communications needs. We are always on a quest to find cost-effective (with emphasis on effective) way to help businesses grow. Before you figure out what you marketing you need to first consider “who“ you wish to market to. I read many articles discussing ”Customer Acquisition vs. Customer Retention” Or what does it cost to get a new customer compared to the cost to keep and current customer? My conclusion. The best potential customers to market to, are those that you have already done business with. ~:-)
I recently found the following stats from Frederick Reichheld of Bain & Company to back this it up.
- Acquiring a new customer can cost 6 to 7 times more than retaining an existing customer.
- Businesses who boosted customer retention rates by as little as 5% saw increases in their profits ranging from 5% to a whopping 95%.
Now that we got the “who” to market to. What is the most cost-effective way to connect with our current customers. I found eMail to be the answer. Disclaimer: I know that not “Everyone” has an eMail account. But, I can’t think of a friend that I personally have that doesn’t have eMail. I Googled for some stats and according to Internet World Stats almost 80% of North American have internet access. http://www.internetworldstats.com/stats14.htm
Back to eMail. I’m not suggesting that you starting eMail everyone in the world. That is SPAM. I don’t believe that sending SPAM (Unsolicited eMail) benefits legitimate businesses. I’m saying eMailing can be a few very effective to nurture current customers and potential customer who opt-in or sign-up for your eMail Marketing list. But, no one was to joining one of those so we created “VIP eClubs” for businesses. The eClubs help them say, “Thanks” to their customers and deliver value to their inboxes. Many of our clients have us send coupons, tip & tricks or newsletters or articles like this <GeekSpeak>.
The key to eMail marketing is to deliver professional eMails, consistently and to offer a genuine value. We’ve had the opportunity to help business that on have a just a few eMail address to business that have collected thousands. Regardless of the size of your list, eMails can be sent for a fraction of the cost of postage from the USPS.
I love to harness the power the the Internet and eMail to help businesses. Here are just a few types of business that we’ve had the honor to setup and manage eClubs for; Nail studios, Chiropractors, Restaurants, Coffee Shops, Professional Services, HVAC, Car Washes, Non-Profits, Retail Stores & Automotive Repair. Regardless of your industry a professional eClub should be part of your marketing plan. Want to see what one of these things look like? I thought you’d never ask. ~:-)
You can sign-up for GeekSpeak @ http://omoriginals.com/omoriginals/eclub
<GeekSpeak> delivers web + print marketing tips, tricks to your eMail inbox fresh each month.
To learn more about eClub for your business you can contact omOriginals and request a free 30 minute eClub consultation. omOriginals.com | 360.575.9839
Oscar Myre IV is the owner and creative director at the flourishing company, omOriginals Marketing! in Longview, WA. They’re local geeks and ad designers for this paper, who have esteemed clients from all over Cowlitz County (and the nation), and would be happy to chat with you about your own online marketing goals and thoughts. They can be reached at (360)575-9839 or online @ omOriginals.com
I wish you a prosperous New Year. Many of our clients asked for help setting up BLOGS last year. BLOGS are a buzz word you should know.
First off, what is a BLOG?
The term is a blend of web and log. You see, geeks (& mathematicians) think it is cool to simplify things (often at the risk of making them more complicated). A BLOG is basically a journal on a web site. For many it is the “News” section. Much of a web site remains fairly static, but a BLOG is edited whenever news breaks.
A BLOG can also be interactive, where it can be open to comments. A word to the wise, be sure to moderate your comments. With my business, we send all comments to review by a human before they go live. ~:-)
4 reasons why you should have a BLOG on your company’s web site.
- BLOGS are fresh, people know to look to the BLOG for the latest info about your company.
- BLOGS are loved by search engines. What makes a search engine happiest? Fresh relevant content. A properly created BLOG is written as much for search engine rankings as it is for people.
- BLOGS are archive-able: As soon as new articles are posted the old ones are archived. This allows visitors to get some history on past projects from your company.
- BLOGS are social. BLOGs play nice with social media, and smart ones can automagically update your facebook, linkedin and twitter.
Warning: I hear some of you running off to Blogger.com to setup a BLOG right now. STOP!! I said above that the BLOG should be on YOUR Website. If you post it @ Blogger (or any other blogging site) THEY will reap much of the benefit for your hard work. Be sure your BLOG lives at your company’s website, not theirs.
What should you ‘post in your BLOG and how often?
This article is not a substitute to sitting down for some serious consulting with your favorite marketing geek, but I will share some general thoughts on content. We always work to deliver value. Most of our clients have a wealth of knowledge that they can share with their customers. By sharing your company as a resource, you become viewed as an expert in your area of business. Consider this an investment in your customers, current and future.
For omOriginals we post 2 articles a month with marketing tips [like this one ~:-)]. We also post brief articles on recently completed projects. This is valuable for our customers (promotion) and for visitors to see interesting marketing ideas, are to show real world examples of our work. We also share articles from others on occasion to change things up a bit.
How often? This will vary for each business. I often recommend 1 or 2 posts per month for companies new to BLOGGING. I’ve seen a fair amount of people start out strong with 1 or 2 a week for a few weeks and them drop off the map. It is best to make your plan sustainable. This is a balance of quality and quantity.
Here is a bonus: After you create these articles you can broadcast them in lots of places (Social sites, eMail marketing, newspapers, newsletters, mailers, etc.)
Do you have to do this alone?
Not unless you are a crazy micro-manager. Your company is likely a collection of uniquely talented individuals. Each of you has your own unique voice. By sharing the work of the BLOG with others in your organization you will have a richer experience for your users.
Side note: I enjoy reading Summer’s tips on our BLOG, they offer fresh marketing insight.
There is a wealth of industry specific content available for purchase. This can save a lot of time, but be very certain that you agree with the articles. You can also hire a company to help administer your BLOG. < This could be an article in itself.
What is the point, Oscar?
A BLOG is a great way offer value to your clients while remaining at the top of their mindshare. Today’s competition is tough and cutting edge! You need to use today’s tools to position yourself for success.
Work Smart + Play Hard!
Oscar Myre IV, ~:-)
Bright Lovable Original Geek!
Thanks for tuning in for this Months GeekSpeak. Let’s dive in to LinkedIn. Maybe you’ve receive an eMail from a contact that says “Join my network on Linked In”.
Let’s start with the basics.
What is LinkedIn?
LinkedIn claims to be the the world’s largest professional network. They have over 65 million users. Not as large as Facebook’s 400 million, but 65 million members is very impressive. We are barely into the article and we are already talking about Facebook!
I thought this article was on LinkedIn…
Facebook has done a tremendous job to humanize technology. They have welcomed millions of people that wouldn’t consider themselves computer people or geeks to connect with others through their site. This is has transformed the way people look at their computers. ~:-)
Both FB and LI are social networking sites. The main difference is the intended audience where FB is aiming to be everything for everyone, LI’s focus is on business professionals. LinkedIn says it, “connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.” It is all networking without the anxiety of social networking.
Joining LinkedIn is easy but making it work for you requires some work and savvy. Here are 4 steps to success that I’ve got for you.
1) Establish your Profile
Take control of your online identity. LinkedIn’s profile is a glorified and modern resume, that includes a summary, specialties, experience and links to blogs and groups. The profile is public to the work and it invites people to add you to their network. Note: since this profile is public the major search engines with allow show this profile on the first page of results when people search for you.
2) Build and Maintain your Network.
As you keep your Profile updated, and people in your network do too, they claim your address book will never be out of date. This is a great tool to keep you current with their latest jobs, projects and contact info.
Build core network with people you know and trust. Note: I have had a number of my connections that I didn’t really know, send me spam. I had to disconnect with them to quit receiving the excessive advertisements. That being said, you can click on Add Connections to start sending out invitations your contacts.
3) Find Experts and Share Knowledge.
LinkedIn has a question and answer section similar to answers at yahoo.com. People post questions, people answer and you can determine who the expert is. This is an interesting place to learn and to share the knowledge that you have with the community. To paraphrase Ivan Misner, founder of Business Network International, ”Gives Gain, if you truly help others you to will reap the benefits.”
4) Recommend Others.
A powerful part of Linked In is the Recommendations. Seek out professionals that are worthy of your praises and write a thoughtful recommendation. Encourage others to do the same for you. Testimonials are invaluable.
How much does it cost? The basic account is free. They have paid upgrades that can allow you to send messages directly to people you don’t yet know, expanded searches & notes. Sound interesting?!
Check out my Profile:
www.linkedin.com/in/oscarmyre4 and get connected!!
~ Oscar & his hot wife Michelle are the Owners of omOriginals Marketing, located in Longview WA! On May 11th they are presenting a workshop teaching about Online Marketing. Don’t miss it. Learn more @ omOriginals.com or call (360)575-9839
Hello Geeks and friends of Geeks.
In the September issue of the Bugler we discussed where to store web video that you plan to post on your web site. I made a compelling argument (so I’ve heard) in using a video sharing site (like YouTube) vs. storing the videos on your web server. A quick recap of the benefits are Cost: free for most users, Traffic: the sites have their own built in traffic for added exposure to your video, Accessible: they handle the video geek stuff so that people can easily view your view, Stress-less: When your video becomes huge you don’t have to worry about keeping your server up and paying for more bandwidth. Read more >>
Hello Geeks! I have to prepare you this is the most low-tech article I’ve ever typed. When we first moved to Longview in 1998 we were amazed at the size garbage and recycle bins. Our out of town visitors often talk about the “huge cans” for years. The bottom line: the huge brown and green tubs make it easy to recycle. Simply through in the approved recyclables in the brown bin and they will do the sorting for you. This is a great residential service.
Read more >>