Email/Newsletter Marketing Strategies:

Where has marketing gone in the SMB Market? -

By Dan Maldonado | COO | ATIBA

Published 10/2006 | Email/Newsletter Marketing

After 20 years of helping and advising organizations with the re-building of their business operations, marketing campaigns -and/or sales strategies; I can confidently say that a staggering amount of SMB companies -either are clueless, or are just - not interested, in the importance that needs to be given to “MARKETING”  -as a tool for communicating, retaining existing clientele and -capturing new business.

The concept of “MARKETING” seems to baffle the smaller business owner; with most of the times, either writing it off -‘or’ confusing this process - “for” whatever ‘SALES” activities, may be going on within the company - (one 'of course' having nothing to do with the other).

FOR THOSE OF YOU IN THE CHEAP SEATS ! -Your sales campaign and efforts ‘MUST’ to be supported by a well planned and executed marketing campaign that is managed, carried-out and monitored by the business owner and/or someone in the management team. It is the SMB market owner’s responsibility to make sure that their existing client-base is being retained, educated and informed of new developments, products and services. This is (by the way) the same strategy USED BY EXPERIENCED MARKETERS - to help their clients communicate with both their existing and prospective customer-base  -while providing their sales-force with NEW leads and business opportunities.

This all having been said; and in the interest of doing my good deed for the year, I’ll share with all of you- ‘THE ONE’ marketing campaign that every organization should get on the band-wagon with today.

Email Marketing & News Campaign 

This is an important vehicle for capturing the attention of clients and would-be clients alike. It provides you with the ability, to showcase your products and services, via newsletters, editorials and press releases, while at the same time being allowed to educate and inform them of the latest trends and changes in your industry that can have impact on their businesses.

- Provides company news updates to existing clients through email newsletters
- Provides advertisement for new products, tradeshows and services via email advertisement
- Provides industry trends and developments via Press Release
- Provides advice and commentary about specific topics via email editorials

Borrowing from the writings of Eddie Machaalani [interspire] email article dated 10/13/06 - “By keeping informed and educating your clients, you show a proactive attitude as well, as showcase your knowledge and expertise”.

Where to begin –

Your campaign must start with nominating a singular person that will be responsible for driving this vehicle (preferably someone with a flair for marketing or sales).

Second. You have to collectively decide as a group the format(s) (i.e. newsletter, editorials, press release) that will be use to provide your subscribers with the information you intend on providing them with –and how frequently will this occur.

Third. A HTML template must be designed for use in delivery of your information.

SAMPLE TEXT ...
 

SOURCE ATIBA Technology Solutions, Inc.
10/04/2006

CONTACT: Jane Aubrey of ATIBA Technology Solutions, Inc., +1-570-842-xxxx
jaubrey@atibatechnology.com
Web site: http://www.atibatechnology.com