Try Something New in 2021

Most small businesses start out light and agile. However, once business picks up and there’s a ton of stuff on your plate every day, it’s easy to get stuck in the same old routine. It’s the, “If it ain’t broke, don’t fix it” syndrome.

In 2020, the pandemic took away the option of staying in familiar routines that had been working in the past. Adapting to changes in health and safety protocols became a necessary part of life and everyone was forced out of their comfort zone. This resulted in small business owners around the world becoming more creative and inventive in how they did business. 

For many, this “forced restructuring” resulted in finding new ways to conduct business that will benefit them outside of the pandemic situation. So, while you’re getting used to how things have changed, be aware that they’re still changing, and don’t settle into a “new” routine. Instead, keep exploring new ideas, trying new things, and innovating creative ways that you can do business.   

Take a look at what’s in front of you

You don’t have to sit in your office night-after-night trying to think of things to try next. There’s plenty of information that can lead you to your next experiment. Your customers are a fantastic source of information. They know what they like about your business and the way it is now, and they also know what they’d like to see that you don’t currently offer.

Another great source of information is the data created from your marketing efforts. When you own a business, looking at graphs, charts, and numbers all day can seem like the last thing you want to do. However, those reporting tools can tell you what’s working and what isn’t — so don’t ignore them.

If you’re not sure what all those graphs and charts are trying to tell you, think about asking for help. If you don’t have someone in your immediate circle who can assist, you can always reach out to a marketing expert who can advise you.

Start small

The key to trying new things is to do them on a small scale. You don’t have to completely revamp your business (although it might have felt that way in 2020). What you do need to do is think about what things you’re doing now that you could potentially expand upon, how you can do those things better, and what new things you can potentially try out on a small, manageable scale.

Actions you can take

• Conduct a survey. Send your customers an email survey asking what you’re doing well and what they’d like to see you add or change. And don’t stop at just one survey. Think about adding a small survey section, with one or two questions, into your regular newsletter. That way you can receive regular feedback from your most loyal customers.
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• Try new tools. If you’ve never used it before, and you think it might fit with your business, try it out. Think about trying things like live video. You can “go live” with your staff as they unbox new merchandise, create a new dish, walk through a new real estate listing, fix a pipe… basically, you can go live with anything you do at your business that might be interesting to your target market.
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• Pivot.  Take a cue from restaurants around the globe who, in 2020, tapered down their menus, added options for delivery and takeout, and moved indoor dining outside — just to name a few of the creative ways they pivoted their day-to-day way of conducting business. Think about what you’re doing now that could be slightly modified to adapt and respond to shifting demands and requirements.

What new things did you try in 2020 that advanced your business? Let us know your ideas or suggestions in the comments below.

For help with innovative ideas to grow your business, contact Jocelyn Murray at Marketing & Event Resources today.

Source:  Constant Contact Small Business Blog

10 Email Marketing Statistics You Need to Know

Email marketing is very much worth the investment if you are trying to grow your company and create sustainable business. But don’t take my word for it.

Here are 10 email marketing statistics that prove email marketing is an essential tool for any small business.

1. Email marketing has a return on investment (ROI) of $42 for every $1 spent

Email marketing makes money. For every $1 you spend on email marketing, you can expect an average return of $42. That’s a higher return than you can expect from any other form of marketing — digital or otherwise.

While there are many benefits of using email marketing, this is the one that keeps you in business.

2. Billions of emails are sent every day

306 billion to be exact. And this number is expected to reach 361 billion by the end of 2024.

Even though there are more ways to reach customers than ever before, it’s clear that email is still one of the most popular modes of communication.

3. Email is used worldwide

According to Radicati’s 2020 Email Statistics report, email is used by over 4 billion people — over half of the world’s population.

And that number is only going up. It’s estimated that another half a billion people will be using email by 2024.

The simple truth is that your customers are actively using email. Make sure you are as well.

4. Email grows your business

According to 80 percent of professionals, email marketing drives customer acquisition and retention. In simple terms, that means more customers coming to you for their needs, and staying with you when needs arise again. As the saying goes, “If you’re not growing, you’re dying.”

5. Email marketing is more likely to drive sales than social media marketing

Social media marketing is an important tool for growing your business, but when it comes to driving sales, it doesn’t touch email marketing.

60 percent of consumers say they’ve made a purchase as the result of a marketing email they received. Contrast that with the 12.5 percent of consumers who say they’d consider using the ‘buy’ button on social media, and it’s not much of a contest.

Social media is important, but ultimately, the gold standard of marketing still involves getting people to sign up for your email list.

6. Email helps you reach your customers as fast as possible

With the immediacy of social media, you might think it had overtaken email as the fastest way to reach new and current customers. But the truth is 21 percent of opened emails are opened within the very first hour of delivery.

By the end of hour three, that number jumps up to nearly 41 percent. The takeaway: Email is a fast and effective way to reach your audience.

7. Automation makes email marketing an even smarter — and saves you a ton of time

One of the major benefits of email marketing is the ability to utilize automation. Simple automations — like sending an automatic welcome email when someone subscribes to your list, or an email reminder to finish shopping and check out to customers who abandoned their digital shopping carts — help you find and keep more customers.

30 percent of professionals surveyed said the biggest benefit of marketing automation was the time it saved them.

8. Consumers want to hear from you.

61 percent of consumers enjoy receiving promotional emails weekly. 38 percent would like emails to come even more frequently.

Keep this in mind the next time you’re fretting that customers will get turned off by sending emails too often.

9. Segmentation and personalization make email even more effective

Email marketing with a tool like Constant Contact allows for smarter, more effective marketing through email segmentation. With segmentation, you can send different content to different segments of your contact list to make your emails more personal and relevant to your readers. 

Segmented emails make readers 50 percent more likely to click on a link within the email. And more clicks means more eyes on your website and online store, which means — you guessed it — more sales. 

10. You’ll reach a mobile audience

Email open rates from mobile devices have grown by more than 100 percent since 2011. Smartphones are here to stay and are likely carried by the majority of your customers. Marketers are scrambling for ways to reach mobile users. Luckily, email marketing remains an easy and cost-effective option.

Today, mobile devices account for about 60 percent of email opens. Email helps you reach your customers where they are — on their phone.

These email marketing statistics prove just how valuable email can be for your business. Whether you want to increase your number of customers or strengthen your relationship with existing customers, email marketing will give you the tools you need to do so.

Ready to get started? Sign up for a free 60-day email marketing trial.

Source:  Constant Contact

Marketing Tips to Keep Your Small Business Going During a Crisis

1.    Take a look at opportunities for organic traffic growth. Check out your Google My Business listing. Can you update your store hours, business description, photos? Keeping this fresh may help to improve your rank locally for mobile searches. 

2.    Reach out to happy customers and ask for a Google review. More positive reviews can equate to an increase in online exposure and local SEO plus a boost for your brand.

3.    Set up online ordering. Now’s the perfect time to add a shopping cart to your website for customers who want your products mailed or delivered.

4.    Use video. Can you adopt a new video strategy to boost your business? Engage with clients/prospects in one-on-one video consultations or virtual group webinars. Can you supplement your offline products with online video content? Video consumption is increasing during this crisis, so give it a try!

5.    Gather up and organize your client and prospect email addresses. Help your business ride out the storm by emailing your current customers and giving them coupons, free items, or other things they deem valuable. And use email to keep your customers and prospects informed (ex: change in business hours) and/or reassured (ex: precautions your business is taking during the crisis).
If you don't have an email marketing tool for your business, try out a free trial of Constant Contact which gives you all the tools you need to create professional-looking emails to keep in touch with prospects and clients. 

6.    Remain active on social media. If you have a passionate customer or fan base, they want to hear from you! Even if you're forced to temporarily close or cut back, stay in touch virtually. You'll probably see a lot of support come your way and you'll stay top of mind with your community for when you re-open.      

7.    Run a gift card promotion. Run a special offer on gift cards. This can bring in revenue now and foot traffic or attention to your business later.

Have other ideas or suggestions? Please share in the comments. Or contact me for assistance with your business marketing. jocelynm@marketing-er.com