How to stay front of mind - without becoming spam

Written on 14 February, 2013 by Verity Meagher
Categories: Marketing | Tags: email marketing, spam

The challenges of capturing the connected customer can often see businesses give in to the temptation to shout their message too loudly. The prospect of reaching consumers across multiple channels can spark the type of marketing strategy that does more harm than good.

In fact, marketers that resort to blast tactics and irrelevant campaigns risk alienating their customer base – a fact that spells disaster for brand credibility and impacts ROI. So how does a business owner launch a marketing effort guaranteed to avoid the spam pile?

Keep it personal

Do you prefer high-quality conversations over constant, meaningless chatter? It’s wise to keep this question in mind when approaching your email marketing campaigns. The Internet Marketing Blog recently reported that 73 per cent of all users listed receiving too many emails as the biggest reason for unsubscribing – statistics that make a powerful case for punchy, personalised marketing that gets straight to the point.

Although e-newsletters are a powerful way to spark dialogue with customers and cultivate awareness of your brand, bombarding your database is a rookie mistake. Instead, try sending your e-newsletter weekly and include highly personalised content that speaks closely to your customers’ interests. You’re sure to accelerate your clickthrough rate and drastically reduce your unsubscribes.

Less is more

Have you launched a company blog but view daily posting as a chore? If your blogging effort isn’t exciting you, chances are it’s failing to engage your customers as well. Publishing three high-quality posts that are retweeted and shared by your customers is infinitely more effective than publishing meaningless content that fails to inform, inspire or intrigue.

This year, invest in quality over quantity when it comes to your blogging mission and watch your clicks and conversions increase. Despite this, it’s important to blog at a regular frequency and ensure your customers are involved in sustained conversation with your brand. Avoiding major lapses in your blogging schedule will ensure that your business and services stay front of mind.

Give your customers a choice

It may seem counterintuitive, but giving your customers a chance to opt out or unsubscribe if they want to can show that you respect their interests and time. Showing your customers you value them can work wonders for your relationship and lead to greater profitability, loyalty and ROI.

If you put yourself in your customers’ shoes, staying front of mind isn’t as difficult as it may seem. Focus on quality, respect and consistency and your online marketing efforts will become a breeze.

It is important to have a clear and focus strategy when it comes to maketing your business online. Depending on your end goal there are various methods to help push your brand to your target audience.

WebCentral has a wide range of Online Marketing solutions to boost your online presence from SEO to PPC. Contact us today on 1800 800 099 or enquire online to see how we can help grow your business online.