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Email Subscribers

Keeping a Positive Rapport With Your Subscribers in the Face of COVID-19

As marketers, as business owners, and as fellow humans, we are in trying and unprecedented times. In the face of a global pandemic, many people are wondering how they are going to keep themselves and their families safe, while still effectively managing their business. The key to surviving these troubling times is communication, and there is no better way to do that than a built out digital marketing campaign. While there are many components to a successful digital marketing campaign, there is even more to think about in the face of a global pandemic. A business owner must balance a sense of compassion with the need to share helpful information to keep their consumers informed. One of the best ways to connect directly with the people you know you are doing business with is through your email campaign. 

 

Whether you are loyally sending out email campaigns every week, or are just looking to dust off that subscriber list, it can be easy to rub consumers the wrong way with your communication during these tough times. Here are some ways to keep a positive rapport with your email campaigns. 

 

Be Honest, Compassionate, and Helpful

Transparency is key. The benefit of having a subscriber list is that you have already cultivated a sense of community. These users have either been past customers of yours, subscribed to your newsletter, or have otherwise opted in to get more information from your business regularly. Now is the time to be honest with them and let them know you care while sharing pertinent information about your business. If you were forced to shut down, or reduce hours, make it known that it is for the safety of your loyal customers. You care about them and their well being, make sure they are staying safe and let them know that you will see them soon. 

 

This can also be a great opportunity to share any updates to your business model you may not have had before. If you have updated your strategy to include curbside pickup, delivery online shopping, etc, share that, your customers may love to know you are still in business. In times of uncertainty, people look to brands and businesses in their community. Showing that you are still working hard to deliver the product or service you love while keeping yourself, your employees, and your customers safe will go a long way in showing your solidarity and dedication. 

 

Be Conscious

While you may have the best of intentions, it is important to remember that emotions are high, and in our current environment, it can be easy to rub your subscribers the wrong way. Be mindful of your subject lines, and the emotional impact of the language you are using. You won’t want to come across too spammy or to look like you are trying to capitalize. Spare them the “Coronavirus Flash Sale”. These types of subject lines come off as insensitive, and tone-deaf. Instead, try the more sensitive “We’re committed to helping you through this by offering free delivery”. 

 

This said, you also want to make sure that if you have an important update, it is being heard.  Words like “update”, “community info”, etc are a dime a dozen right now, and chances are, your subscribers are being inundated with subject lines like these days in and day out. The best course of action is to remain genuine and make sure to communicate clearly and effectively.

 

Let Them Know You Care

The worst thing you can do right now is to stop communicating altogether. Pausing your communication, or “going dark”, is a quick way to have your consumers forget about you. Like we mentioned, in times of uncertainty, consumers will take notice of which brands have pulled back and which brands are still engaging with their community. If you don’t want to, or can’t market your services right now, it may be a good time to think about alternatives. Try focusing on how you are giving back, share ways that your consumers can keep themselves safe, or what they can do to still support local businesses. If curbside or delivery is not an option, many businesses have taken to promoting gift cards. This is a great way to still promote sales and help your community support your business by earmarking some time to come visit you when it is safe. 

 

As a marketer and as a business owner, the best thing you can do is, to be honest, consistent, and compassionate with your subscribers. The fact is, how brands handle this situation will establish brand trust for years to come. If you need help crafting the perfect messaging with support from a digital marketing campaign, contact The AD Leaf ® Marketing Firm. Together, we will partner with you to help you navigate these difficult times and help your business thrive.    

content marketing

How to Make Your Small Business Stand Out With Content Marketing

As a business owner, your time is split between all of the tasks it takes to run a successful business, managing your employees, keeping the books, upkeep of your location, and then of course, marketing. With all of the other responsibilities that come with running a business, running a robust digital marketing campaign on top of that can be an overwhelming undertaking and can be easy to neglect. In today’s marketing landscape, content marketing may be a term you are likely to come across, but what exactly does that mean? Content marketing is simply producing and sharing exciting content like videos, blogs, email campaigns and web pages, and showing your customers what makes your business stand out. You already know what makes your business great, content marketing is your platform to tell the world! Here’s how to use content marketing to your advantage to make your business stand out.

 

Create Content That is Your Own

Now let’s think about your consumers for a second. Have you ever tried to read all the content on the internet? It’s exhausting, and spoiler alert, impossible. Among all of the other content we are exposed to on a daily basis, users today crave content that is genuine. That’s where content marketing comes in! Blogs and page content are a great way for you to tell your brand’s story, and sell yourself organically. So think to yourself, what makes your business different from all the rest? Maybe your restaurant is incredibly globally conscious and only serves locally sourced foods. Or you offer a full menu of Keto or Vegan options. Rather than waiting for your customers to find these things out for themselves, use your website and online resources to tell them first. 

 

Once you feel like you’ve hit all of your bases, now it’s time to reach out. You would be surprised what your already loyal customers have to say about you. You may love the fact that your business is sustainable and your menu is diverse, but they might come for your amazing breakfast menu, craft cocktails, or specialty coffees. The truth is, what makes your business stand out to you may not always be what keeps your customers coming back. Gaining as many perspectives as possible will help you to shape your content towards those all-important unique selling propositions, or what your business offers that makes it stand out from its competition. Once you have that, get writing some personalized content that tells your story and shows why you are unique!

 

Create Content That is Dynamic and Exciting 

The key to content is to keep it fresh and engaging. Whether you are writing a page about your brand new service line, or your weekly blog, it is your chance to let your personality shine. Be sure to add photos from the job or entertaining anecdotes to let your customers get to know you before ever meeting you. Blogging is also a great opportunity to establish yourself as a leader in your industry. Stay up to date with current events and industry trends, then use your blog to speak to them. Soon, your consumers will be looking to you for thought leadership pieces. Again, you know that you’re an expert in your industry, so show the world! 

 

Create Content That Will Work for You

Now that your website is full of engaging and insightful content, the last step is to make that content work for you. Let’s go back to the restaurant example. If locals in your neighborhood are searching Google for “Keto friendly breakfast restaurants”, you’ll want to make sure that content you wrote gets seen. If you are spending all of this time building out your website, you will want to make sure it is at the top of everyone’s list when they are searching. This is where content comes into play with your overall digital marketing campaign. Once you write your content, you will want to be sure it is ranking on Google when people go to search for them. A website that has content will always outperform websites that do not have content and can be a vital part of your SEO campaign. Blogs can also make for great social media content, and email content.

 

Given these troubling times, many businesses are operating remotely, running limited hours, or temporarily closed. We encourage you to use this downtime to your advantage with some great content. Not sure where to start? Our dedicated content team at The AD Leaf ® Marketing Firm can help you strategize show-stopping content that will tell your brand’s story and wow your customers before even stepping in the door. Content marketing is the perfect partner to an SEO or social media strategy to get your brand out there and recognized for what makes you, you! To get started, partner with us today. We will determine where we can develop content, and help you to create your brand identity as a team!

Social Media Marketing

Quora: The Marketers Guide to the Internet

We have entered the digital age and the rest of the world has quickly followed suit. While more traditional forms of advertising such as billboards and print ads still exist, marketing has by and large moved into the digital space, changing our entire approach with it. How can we make use of this limitless information at our fingertips when trying to market our business? Offer it! The digital world allows marketers and business owners the unique privilege of connecting with their potential customers like never before, and there is no better way to do this than with online forums like Quora.

Quora is an information focused question and answer forum for anything and everything on the internet. With over 300 million monthly visitors and over 400,000 topics (sprout social) Quora can be used for anything from keeping up with the latest trends for social media marketing to keeping a healthy vegetable garden.  What does this have to do with marketing? For starters, you’re trying to market a business online, so is everyone else, so why do it alone? Use your resources! Are you having trouble navigating your software or social media platforms new interface? Someone else probably is too and there is an answer for that. Trying to figure out how to replicate that ad you saw on Facebook? Quora can point you to a resource. With the world more connected than ever, there is nothing you can’t learn online.

With how easy it is to offer and trade information, there is a myriad of answers to any topic online, but reliable sources can seem hard to come by. Be sure you’re being pointed in the right direction with Quora. Similar to other forum based sites like Reddit, Quora operates using an upvote and downvote system. This is an easy way to tell how reputable and helpful your sources are at a glance. The more helpful answers you provide, the more upvotes you receive and the more credible your answer becomes. These upvotes and downvotes don’t just stop at your post either. Build out a profile on Quora to keep not only all of your questions and answers in one place, but all of your upvotes too. Provide consistently helpful answers on a topic, and your profile will build a credible reputation and a reliable source of information. Soon, people will be searching up your profile, and looking to you as an industry resource for marketing, vegetable growing, anything!     

So our world is more connected, and people can communicate and share ideas like never before, but the question still stands, what does that mean for marketers? It means that you can connect with your audience like never before. The opportunity to connect with your audience on forums like quora gives marketers and business owners a unique insight to their audience. So get to know them. What questions are they asking? What do they want to know about your business or your industry? Quora gives you the opportunity to keep a close eye on exactly what your audience is interested in, and then gives you the opportunity to get writing. Stay updated on topics with the tracking and searching feature, and speak to your audience directly. Remember: If people are asking, it’s worth writing about, so don’t stop there. Establish you and your business on Quora, then establish you and your website as a resource. Demonstrate your knowledge in your industry by writing blogs, frequently asked questions pages, and other exciting and informative content that will keep your audience engaged and coming back. 

Getting started on Quora is completely free, and if it’s not part of your strategy, your missing out on the social part of social media marketing. Get started talking in your industry, and start building some credibility around you and your brand. Set up your profile to reflect you and your business, and begin delivering value to your to your audience like never before.