It's hard to be in the marketing space and not be familiar with Gary Vaynerchuk. The wildly successful entrepreneur, internet personality, author and investor has a personality that's larger than life. Whenever I see him come across my monitor or smart phone, I stop scrolling because I want to hear not only what he's saying but how he's delivering it. He reminds me of the uncle at the family reunion who deliberately spits knowledge between sips of cognac and purposely controversial opinions.
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Let’s be clear – online marketing is much simpler and more effective compared to traditional marketing. That’s why digital ad spending has surpassed TV ad spending. Yet, this doesn’t mean that you should opt for the first marketing method you find and start a marketing campaign right away. Similar to traditional marketing methods, not every online marketing method is equal. Some of them are better for specific industries while others work only in specific situations.
Some of us love to create and we put our souls into sharing what we create with the world as soon as possible. We run toward the feedback, good or bad. Others, like the old me, create and labor over whether every "t" is crossed and every "i" is dotted. We tend to compare what "they" did when they launched or to consider whether the intended audience will like it or love it. Should we work on it a little longer?
There’s Oprah. And then there’s Harpo Studios, her multi-media production company.
She is a brand. Her company is a brand of its own.
As a small business owner, you are a brand. Whether you sell candles, advice, train people or heal people, you became a brand the moment you went out into the marketplace. You are sharing messages that you believe to the public. You have a vision for how you see the world getting better because of your mission.
Your business could not exist without your talents, skills and personality. Look around. You probably know several brands that are struggling because they haven’t embraced these facts.
“I don’t need any more customers,” said no one ever.
So why is it that some of you reading this post have never bothered with email marketing? The number one reason I hear is that there’s not enough time in the day to send emails. Or, I hear entrepreneurs say that they don’t know what to send.
Everybody’s doing it and you know that you should be doing more. Creating content is a must. You’ve got your website up and running and that’s a start. Your social media accounts are branded and that’s good. Creating content on a regular basis? That is essential.
When I started building my businesses, years ago, there was no Facebook, no Instagram and no YouTube. The focus back then was growing locally and serving people close by. The best strategy I could come up with at the time to get in front of large audiences was to find speaking gigs to move my message forward and be known. Broadcasting was left to the anchors on television and I was fine with that.
There is no better feeling as an entrepreneur than to be around customers who sing your praises and buy your products again and again. These are your fans. They are loyal and you are lucky to have them.
Email marketing is boss. We all know that. It is satisfying to have a tool at our entrepreneurial fingertips that allows us to connect with people who love what we do.
Your List is King...and Queen
So you’ll want to spend time thinking about your email marketing strategy. Thinking about how to nurture it and improve it and time fostering its growth.