Is it possible that your email campaign is as special as the announcement of the coming of the Savior of the World? Probably not. I hope you don't think I'm being irreverent, but this is just for fun: Part 2 in the Christmas Carol series!
We small business owners, trying to do it all and keep our baby (our business) well cared-for, tend to think every exciting day is "big news." We also carve out the time and resources to do the marketing we need to keep leads and prospects circling round. As we craft emails, sometimes we want to tell what's going on with our business, our shop, our products…
However, customers don't need to hear everything about you and your business. Most good emails are not really about you anyway; they should be about your customer!
I have a story to share with you. A couple of years ago my little boy sang in the children's choir on Christmas eve. He was only six, but he loved to sing. During that last Christmas Carol, Go Tell It On the Mountain, boy did he belt it out — with vibrato and everything! His joyous enthusiasm possibly had more to do with the finish of Christmas Eve church services and the idea of heading home to presents and food, but I prefer to think my little angel was truly heralding the King!
You hear a lot about inbound marketing, which is the term for creating a source of information, conversation and brand-building for people who are already seeking information about your product or industry. Inbound marketing revolves around being social online and becoming a go-to place for help, info, fun, friendliness, expertise, etc. It helps you become recognized as "the one" from whom to find out more…
Have you ever really wanted to shout from the mountaintops something about your business;; or some special news you want everyone to know — an award, a really, or BUT… every once in awhile you have something you want to shout from the mountaintops. You want to proclaim something really great, for example:
- an award your company won
- a renovation of your digs
- a great product launch
- something that you do that is unique in your industry
- a service that worked so well you had customers actually calling to thank you!, etc.
These are the types of announcements that you really should share with your email list because they will never know about it unless you tell them!
Admittedly its all about YOU at the moment — and you figure you'll just email everyone on your list and let them know. Just this once. Sound good?
Before I talk you down from your mountain, let me say this: Go right ahead and shout! And you might want to warm up those vocal cords first! So keep reading and I'll show you how to maximize your seriously important message.
First, be sure it's not every day that you're tooting your own horn
…or blasting your list with "Important News" or a "Huge Clearance Sale" (again) or earning recognition for being "The shop on Prospect Avenue open the most hours on a Tuesday!" Come on. People can sniff out ridiculous claims and false urgency in half a second on the Internet.
Your amazing news deserves more if it is truly exclusive: here are tips on getting that awesome news out — without heralds of angels, alas.
1. Do send an email to your complete list. Don’t just embed it in your newsletter, especially if your newsletter is only sent to a certain group on your list. You want to buffer your special announcement from the usual news and offfers. In fact, you might create a special campaign just for this one announcement. Give your list several chances to get the message in several different forms…
2. Share on Facebook, Twitter and/or LinkedIn. Utilize any social media where your followers are…You could link your announcement to a special page on your website that bears your “tidings of great joy.”
3. When designing a landing page for the news, optimize your page with keywords related to you news and bring traffic to your site based on searches relating to the news.
4. Add the personal touch. Provide an insider’s point of view — maybe yours, you proud business owner! Think about the back room, the preparation no one witnessed; how it came about; your inspiration; the effect on your customers and your own business… If you want to share these details, go right ahead; this is transformational stuff! You reveal your passion and commitment when you leak information like this every now and then.
5. Certainly, a customer testimonial is always extra effective!
6. Make comparisons; Draw contrasts. How does your big news relate to previous news you have released? Is there a common theme? Highlight that. How does this news differentiate you from your competition? Take the opportunity to build your brand by striking some similarities and differences.
7. Is this seasonal news? Is time ticking on your announcement? Is this news that won't be relevant in a few days? Make sure you use powerful subject lines that relaying that urgency explicitly so that that people open your announcement email and/or click on your page.
8. Does your news require a strong call to action? Ask for the action item you require.
9. Replace a banner ad on your website — or even on another website — with one focusing on the big news.
10. Finally, in addition to the email — put out a press release at the same time. Link at least once to the webpage detailing your news.
There are some very good reasons to blatently promote your business online – regardless of the sophistication of online users these days…
Primarily, your followers expect you to tell them about the inside of your industry, and by extension, your specific company. They expect your superior performance in your field and use the information you provide when they consider purchasing from you. If you don't tell them why your company is totally awesome, how will they know? Or if your team is faboo, don't you want to put them on a pedestal for a moment and brag on them?
Now here's the clincher: Keep your readers from going somewhere else to purchase! It would break your heart if people came to you for information, advice, or fun — then went somewhere else to buy exactly what you offer. Part of this customer engagement and relationships-building we're trying to achieve is to share those things that mean a lot to you, the business owner — especially if it reflects a convincing reason for customers to do business with you.
Sometimes you must proclaim your own greatness; spread the good news so your customers know you rock.
Share your own ideas; or something I overlooked — down below in the comments…