So you’ve started out and the cash ain’t exactly flowing yet… So how do you get the message out about the best new business since sliced bread?
Well in part 1 I told you about phantom sponsorships as well as actual ones…in this part I’m going to tell you about the obvious but often over looked tool of the email.
That’s right the humble old email. It’s a lovely part of the internet as it allows you to instantly get your message across to a group of willing readers and all for the princely sum of £big fat zero!! (Or $big fat zero for those of us who don’t have the *ahem* good fortune to live on these green and pleasant shores!)
Now as you know cheap is good but free is always better and if you can stick to this maximum I promise you you’ll not go far wrong in business when it comes to spending on your marketing budget. So with this in mind how can you get the most out of your emails?
Well firstly, look at your actual email as it goes out. The first thing you must do is place your website details into the signature at the bottom of your email. You’ll be able to set this so it comes up automatically when you send out an email.
Also use this facility if you have something you want to announce. We do it to announce road shows we are doing or exhibitions we are attending. We encourage people to book or get tickets for the event from us.
Now in order to do this effectively you are going to need to have an email list and don’t worry if you don’t have a massive one – you will build it over a period of time. If you go to a networking event, swap business cards and then send an initial “nice to meet you” email – from there you can then ask if a new contact would like to receive further occasional information about you and your company via email. Once you get their permission, send them regular email communication – keep in touch and let them know what you are doing as a company. You now have their permission to talk to them and who knows how many people they have in their network? They may decide to forward your email on to their contacts if it’s interesting enough. From there you’ll find that your email list will start to grow – especially if in your emails you actively encourage people to forward on your emails.
Ok, so what else must you know about emails and using them effectively? Well there is a whole etiquette that involves spamming. Basically if you don’t know someone then generally it’s poor form to send them a cold email. I stick to the rule of thumb that if you haven’t met them or been introduced to them either on or off line, then do not add them to your active email list (That is the list that you regularly send emails to). If you have been conversing for a while then what I tend to do is ask if they’d like to join the list. If they say yes, then add them in. If it’s a no then respect that decision. Do not place them onto your list.
Finally if you are sending out a regular email communication, does it have to be an all singing all dancing designed newsletter? Nope (and don’t let any marketer tell you that you do need this – they’re probably just trying to get their hands on your budget!!) Some of the best email newsletters that I get are so simple in their lay out but it’s the content that’s really important – that and the regularity of the email. Don’t do it too often, but then again don’t make it too hit and miss. If it’s going to be once a month make sure it get’s sent once a month, if it’s bi monthly then do it on time. Weekly, however is just too often. Find your balance and then get your newsletter rolling – all the while knowing it’s for free!
Happy bootstrapping!
