Marketing is About Making Money... Right?


Recently I told a small business class that their marketing should be earning them money, not costing them. Pens went to paper like I had just said something completely unheard of.

Making money is usually the point of small business marketing but... it can become a BIG distraction. Sometimes we even forget why we're doing it.

Imagine you send out an interesting and much anticipated monthly newsletter. And every time you send it out, your phone rings (or your email pings) with new business. Or when you go networking, people are drawn to you because they read your newsletter - a common point of interest to start a conversation that leads to more. Or someone phones and says, "I've been getting your newsletter for 5 years now and it's time."

That is how your marketing needs to be paying off... with tangible experiences building to long term success. If what you're doing is not making you money, change the way you're doing it or start something new instead.

originally published in the Work Better, Not Harder newsletter March 30, 2017

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

It doesn't have to be About You

Image
Let’s face it: some businesses are in a better position to provide valuable information through newsletters (blogs, social media) than others. Take our own newsletter as an example. We could easily publish a newsletter about publishing newsletters. (Stay with me here.) It would have lots of tips and suggestions and advice. We could really show off our expertise and share our opinions. Now, who would that appeal to? People who are publishing their own newsletters. Perhaps even people who are publishing newsletters for others. These people aren’t our target market - not even close. Our newsletter has nothing to do with our area of specialty. But of course we have to have one. What’s an 'enewsletter boutique' without its own newsletter ? So we found something else of use to our target market:  ideas and tips for small business owners shared by other small business owners. And (big bonus here) members of our target market are the authors of our newsletter! Giving va
Keep reading »

Success is a Personal Thing

Image
One of my personal success factors is being able to afford to have someone come in and clean for me every two weeks. It started 15 years ago when I was single and living in Toronto. I was flying all over North America and my housekeeper would come in while I was away. An empty apartment accumulates more dust than a lived in one. I was making plenty of money to be able to pay someone to do something that I really dislike… and go play. Each person has their own definition of success. Yours probably has nothing to do with housework. Understanding your own personal success factors is important because it keeps you from chasing after goals to which you are not emotionally tied. Goals that don’t feel authentic will be much harder to achieve. Success is externally evaluated but internally experienced. Behind all of the outward signs, the essence of success comes down to our own personal sense of fulfillment and satisfaction. Evaluate annually. Now is the time of year that we are con
Keep reading »

Getting Back on Track

Image
If you're feeling - like I am - that you need to get focused for the next quarter, perhaps my list of planned activities below will be helpful. Business development: Continuing to refresh and work a business plan is a top priority, but sometimes it can get lost in the daily grind. I have several activities I'm keeping alive and making progress on by using a simple project management tool (Trello). I recommend reading The Phone Lady's post with advice about how to reach your revenue goals this year. Website refresh and audit: It's a good idea to do an audit of your website quarterly. It's even better if you pay or beg someone else to do it for you - they will see things you won't. Over the summer I've been working with Alison Knott on a brand refresh that you'll see roll out in September. A full audit will be part of that process. Masterminding: This continues to be an important road to business development and growth for me and my company.
Keep reading »

People DO Sign Up for Newsletters

Image
“Nobody signs up for newsletters anymore.” I heard as I sat in the audience during an Infusionsoft presentation. I gritted my teeth. The presenter went on to say that newsletters are all about what’s happening with the company and have no value. A filling popped out. I kept my mouth shut till I could get home to my keyboard. Here's why... I was chatting with a new client recently and asked her if she had a chance to look at the newsletter examples in my online gallery . She told me she had actually signed up for several of them. This is just one example that shows people still want interesting and useful information delivered to their inbox. People say YES to value. When they know you deliver value on a regular basis, they'll sign up because they won't want to miss it . In fact, stats say that 1 in 5 people actively seek out and sign up for newsletters to get the information they want. Creating that perception of value happens over time as you consistently mee
Keep reading »

Sh*t Happens!

Image
I recently had to take a week off work unexpectedly and dash off to Ontario when my step-son went into the hospital. An hour before we hit the road, I was emailing clients and friends with promises of finishing up projects as soon as I arrived at the hotel room. Silly me! After a 20 hour road trip, all I wanted to do was get to the hospital. That remained my priority for the next 4 days and thoughts of newsletters and websites were long gone. On the day I left, my friend said all my clients would surely understand if their newsletters were late going out. After all, they have families too. There is no doubt in my mind that all of my clients would have been supportive and accepted my apologies... if that had happened. But that didn't happen. The newsletters went out. The emails got answered. New sales were made. It was an unplanned test and we passed. Yay! Last year I was smart enough to bring on a superwoman (Danielle) to work with me. Because we’ve been getting so bus
Keep reading »

Is Anyone Looking You Up?

Image
In the normal course of my day, I am constantly looking businesses up online. If I am going to talk to you, meet with you, consider buying your product or using your services, I've looked you up online. Increasingly, I am finding content that I am certain you do not want representing you. Maybe you think you do not need an online presence. Maybe you have an old website that you think is working to the extent you need it to. And maybe you are wrong. Think of all the reasons you Google a business: looking for a product or service looking for a location looking for directions or a map looking for a policy preparing for a meeting If you are using an online search to find what you are looking for, it stands to reason that others are as well. Many, many others. What do you want them to find when they look? We've said it before and it is worth repeating. Google your business at least quarterly. Set your website as your browser's default home page so you are seei
Keep reading »

Let's Play like Adults

Image
Yesterday I politely wrote asking to be removed from a mailing list after receiving a promotional email that was ugly, far from CASL-compliant, and for products I’m not interested in. I even included links to CASL info in an effort to help. I received this response a few moments later: “Please do the same for me.” This childish reaction came from an older man who had attended a free email marketing training I put on last spring at the request of the Halifax Chamber of Commerce. He sells products to my target market. Do you think I’m ever likely to recommend him to anyone now? Email marketing isn't a game, it’s a business strategy. I firmly believe we should unsubscribe from mailings that aren't of interest to us. I read many newsletters from people who don’t read mine. It’s not a “tit for tat” thing. Email marketing costs money. Why would we want to waste our efforts sending messages to people who don’t want them ? Go ahead, unsubscribe from the things you don’t w
Keep reading »

10 Email Predictions for 2013

Image
1. Your inbox will continue to be full. 2. You’ll check your inbox at least 5 times a day. 3. The more emails you send, the more you will receive. 4. You will spend significant hours just organizing your emails. And then you’ll spend even more looking for specific emails. 5. At least 100 times, you’ll swear to yourself that you’ll get ‘caught up’ on email. 6. You’ll delete several important emails by accident. 7. A handful of times, you’ll send an email forgetting the intended attachment. 8. You’ll find emails in your ‘draft’ box days after you thought you’d sent them. 9. You’ll click ‘reply all’ one too many times. 10. You’ll unsubscribe from countless commercial emails. But you’ll sign up for a few too. The more things change, the more they stay the same. Click to Tweet this Article
Keep reading »

Links were Clicked!

Image
There are several different actions that your subscribers can take when they receive your email in their inbox. While some of them are certainly more desirable than others, most of them aren't as bad as you might initially think. Email is deleted, unopened. This is the simplest thing to do and usually 2/3 of your list will do just that. Does that mean you should stop sending to these people? No way. They see your name in their inbox every time you send. They begin to realize they will hear from you again. Often they intend to read your emails... and sooner or later that might happen. Another thing to note is that many subscribers will read the text-only version of your message or disable images from loading. Your bulk email software will not be able to identify and flag those as 'opens' in your statistics. Your open rate is always higher than your stats show. The difference is increasing with the use of more mobile devices. Email is ignored. It's not opened
Keep reading »

How Outlining Gets You Unstuck

Image
This post was written by Liam Friesen , who has recently joined Daley Progress in a part-time support role. (How lucky am I to have a journalism student helping me out?) Telling yourself that you want to start writing an article is simple. The hard part comes when you actually begin. This is an issue that plagues those who know what they want to write about but don’t quite know how to explain it . If this is a problem you run into often, try starting with an outline. From time to time, I struggle when trying to formulate an article. I find myself unable to put my ideas into words and I get stuck. However, when you create a layout or an outline for your topic, you won’t fall into a pit of wordiness and confusion. An outline can appear in any way you want , as long as you include the following: an introduction, your main body information, and a conclusion. The introduction and the conclusion are quite self-explanatory but the main body paragraphs are where most people get lost
Keep reading »