There are so many ways for you to market your small business that it’s easy to get overwhelmed and go with whatever seems like the easiest approach. But instead of getting intimidated by the idea of Marketing with a capital M, try to take a more focused, self-actualized approach to marketing your small business.
What kind of marketing methods do you like? How can you show your identity and build a following, while still maintaining the right ROI?
Today, email marketing is one of the easiest and most customizable ways to promote and grow your small business, and no matter which approach you decide to take, the following suggestions can help you build a brand that you’re proud of and that you audience is eager to support.
You can humanize yourself and show your personality
While the copy on your website is designed to accurately and strategically describe what your small business has to offer, you can take a more relaxed approach to your marketing emails. Use your emails as a way to show your audience who you really are.
For example, if you own a contracting business your website is probably filled with your credentials and the services you provide. You want to appear capable and reliable, and for good reason.
The visitors to your website need to trust you enough to feel compelled to use your services. But with email marketing, you can introduce another dimension of your personality while still communicating necessary information.
Tale a look at the fictitious example below from the fake company, Todd and Friends Construction.
With the winter finally behind us, our staff is busy tackling all sorts of home construction projects. In the midst of our hectic schedule, I wanted to take a few moments to let you know what’s going on with our company and to tell you about some of the great offers we have in the upcoming months.
Pete, one of our oldest carpenters, recently retired. Those who have worked with us in the recent past will remember Pete as the man who looked like he might be a little too old for his work. Those of you who hired us in the more distant past may remember Pete as that friendly middle-aged guy who really knew his way around a table saw. Those of you who worked with us before then probably remember Pete as the man who didn’t look too young or too old, but always had a smile on his face. And still, some of our first customers will remember Pete as that young guy who drove the truck and always talked about his dreams of one day becoming an astronaut. No matter how you remember Pete, he’ll surely be missed. Best of luck, Pete!
We’re having our company picnic this year on August 8th at Dale’s house. If you know Dale, you know it’ll be a fun time. If you don’t know Dale, then boy you’re in for a treat! We encourage all of you to stop by for some hot dogs and sodas! Just call our office for details!
Our Summer Special
From now through Labor Day, we’re offering 10% off all projects and a $200 referral bonus when you send us a new customer, so be sure to forward this email on to your friends and family who might be thinking of building a new deck or patio, or even an addition on their home. We do it all! But of course, you already know that.
Oh yeah, one last thing. We’re coming up with some great specials for the fall. We’re not exactly sure what they’ll be yet, but we know they’ll be big. We’re working on coming up with a slogan for it too, and we need your help! The first person who sends us an idea we like will earn a $100 Visa gift card!
As always, the whole team at Todd and Friends Construction thanks you for your patronage. If there’s any job you need, you know who to call!
Until next time,
You can target people who are already interested in your brand
By creating an opt-in email marketing campaign, you can target an audience who is already captivated. They signed up for the email, so that means they’ve either used your services, or they find you interesting enough to listen to what your business has to offer.
Since the people reading your emails are already engaged, you can introduce new information about products and services that will help turn that audience into brand evangelists - people who gladly pass on information about your small business to their friends, family, and social networks because they believe in what you’re doing.
In the example above, Todd’s mention of the summer special and referral discount reinforces to his audience that his business is competitive and competent, but it also encourages them to pass the offer on to others. Who wouldn’t want that $200 referral bonus? The more you offer to your audience, the more inclined they’ll be to forward your email on to others.
You can create a sense of urgency
Since an email has a short shelf life, you can use it as a way to create a sense of urgency. Your email will only stay near the top of someone’s inbox for a short period of time, so it’s a great place to promote something like a 24-hour sale or a contest with great prizes, as seen in the above example.
In his email, Todd offers two incentives for readers to act on, but the second is more urgent. Someone reading that might think, “I can come up with a slogan, and I better do it quickly so mine is the first they see!” Creating a sense of urgency also plays on the shared human feeling of not wanting to miss out. Consumers want choices, and creating a sense of urgency can give them the push they need to make you their choice.
Email marketing offers small business owners many ways to showcase their personality and promote their brand. When paired with other digital marketing efforts, it can help to create the brand equity that every small business needs to succeed.