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Through segmentation, companies reduce the amount of unsubscribes, increase open rates and, most importantly, increase the amount of actions taken from an email send." The popularity of smartphones and tablets has changed the way companies target their customers.
Auditing your business, which you can do with the help of a third-party contractor, can help you recover.
Dee advised understanding what products or services you are offering, then identifying who you help and how you help them.
Thomas, a marketing professor at the Mc Donough School of Business at Georgetown University. Your offering should be designed to solve client problems or meet customer needs better than the competition can.
Is it to help your customers get through the day more easily? No matter how original your product or service may be, there is always competition for your target customer's dollar.
Small businesses seldom take the time to study their competitors in depth, or determine competition that may be outside their industry but just as capable of luring the customer away, said Thomas.
Knowing who they are, what their core competitive advantages are and how they will respond to your offering (price cuts, increased communication, etc.) will help you figure out strategies to combat such losses."Not all subscribers want to receive the same blast," he said."Smart email marketers take the time to segment subscribers at the outset, and then continue to segment based on subscriber activity."Develop a content strategy that can be executed internally, [and then] execute your strategy by posting branded content on your selected platforms." Though email marketing may not be as new a concept as social media marketing, it is an effective and popular choice for small business owners.Companies can implement email marketing techniques in a number of ways, including newsletters, promotional campaigns and transactional emails.Because this strategy is buried in the larger business plan, you may not give marketing the attention it deserves.However, an in-depth layout of your marketing strategy can reveal opportunities from a new audience or potential product line, pitfalls in pricing, competition reaction, and potential reach.After all, you don't want to miss out on the profits you could be making with an effective marketing plan.A marketing plan describes who your customers are, where they get information and how you expect to reach them.Next, check all your marketing platforms to ensure they reflect that message.If your perception of your brand's message is one thing, Dee said, but your audience interprets that message as something entirely different, that is a disconnect to be fixed.