Hawaii's local online marketing scene is still fairly undeveloped among small businesses, but it shouldn't be. Local online marketing can be a gold mine. In some cases, and depending on your business, it doesn't have to be limited to "local" either. The main point of this story is as follows:
If you have a business with customers, your customers will come back more frequently if you keep in touch with them. If you keep in touch with them, you'll make more money.
Pretty straightforward stuff. But also powerful. There are various ways to keep in touch with clients but in this post we're focusing on email marketing and one client who sells olive oil.
We started working with this client when they'd already been in business for years. They make wonderful olive oils infusing herbs and citruses to create various, mouthwatering oils. Anyway, we were working on a SEO campaign for the company, and as is often the case, we let them know that results don't typically come overnight.
But being a business eager to see immediate results, we started to question them about other forms of marketing include SMS text, qr codes and landing pages, and of course, email marketing. When questioned about email marketing, the owner said, "no, we don't really do much with email." So we asked if he had an email list of clients. "Yeah," he said, "we've actually got a good sized email list."
That was the understatement of the century. They had a list of nearly 15,000 client emails…client emails, mind you. All people who had made prior purchases. Well that was all we needed to hear.
That week we put together an email featuring their newish spring flavor line and sent it out. on Friday morning. By the day's end, we brought in $10,000. Saturday brought in about $5,000. Sunday also brought in close to $5,000. In one weekend and with one email, we brought in nearly 20% of their yearly online sales.
Granted, that was kinda the perfect storm of email marketing situations. It's not every day that you walk into an email list of pre-qualified customers 15,000 strong. But the point remains, they were all willing to buy more oilive oil. Most of them just needed to be contacted.
Now, you may not have a huge list to start with, but that doesn't mean you can't build one. If you're a chiropractor, put a sign up in your front window offering a free adjustment every month to a random subscriber…all subscribers have to do is give you their email. Take every chance you have to collect a customers contact info without being annoying.
How do I send this email, you ask? Use a freemium sevice like Mail Chimp. They offer a great, free email platform for small businesses and a paid service should you grow out of the free option. You could even use Gmail…that's right, check out this awesome tutorial on sending mass, personalized emails in Gmail, http://www.labnol.org/internet/personalized-mail-merge-in-gmail/20981/.
There are various services you can use and incentives you can put in place. What's important is that you start. Email customers and clients often enough to peak their interest, but not so often they want to unsubscribe. For a restaurant, maybe that means emailing coupon codes for cheap appetizers once a week. For a Dentist, it may be a bi-weekly email that features helpful information on oral hygiene and teeth cleaning coupons.
You'll have to pick your content carefully and send as often as is appropriate. But rest assured, if done right, you're clients will not only enjoy hearing from you, they'll look forward to it.
And so will your pockets.
So remember Hawaii business, email marketing can be a great way to keep in touch with your clients and grow your business.