Being on LinkedIn for over 4 years, I will attest to it being a usable, practical, and interactive tool for networking. However, users need to remember one key thing, that LinkedIn is still the social media platform of choice for professionals. Improper LinkedIn etiquette can alienate your professional contacts and turn away prospective employers from hiring you. In my experience, when it comes to LinkedIn etiquette, there are a few best practices that you should consider: Do’s Personalize requests. Tell people the reason you are connecting with them. Use a profile picture so people identity yourself. Personalize your recommendation requests and offer to do the same (if appropriate). Keep professional at all times and only share relevant business information. Turn off notifications when updating your profile. Send a welcome letter that provides value. Nurture relationships regularly. Think quality, not quantity. Make your list of contacts open to your connections. Expand your relationships by offering to introduce your connections to others in your network. Be responsive to messages (1 -2 business days). Don’ts Spam your connections with trivial messages. Over post – once a day is good. Ask people for LinkedIn recommendations, if you don’t know them. Post negative or critical statements or responses. Post self-serving content to group members that hold no value. Ensure privacy at all times. Send messages to multiple people without un-checking the option ‘allow recipients to see each other’s names and email addresses.’ Ask people to like your Facebook page, it’s tacky. Ask for endorsements from new connections or people you don’t know. Send messages to new connections or people, telling them you know they viewed your profile. Treat LinkedIn like Facebook or Twitter; it’s more of a professional forum. What does this all mean? If you put in the appropriate amount of effort, time and commitment in building your LinkedIn presence and become that resource relationship to your connections. If you’re just not there and have a desire to increase your LinkedIn presence and experience a “hands-on” intense boot camp like experience, consider taking the “Best Ever LinkedIn Clinic”. To register connect with Javed S. Khan at 416-889-6069 or email@example.com About Javed S. Khan Javed S. Khan is an Accredited Authorized Local Expert Presenter & Solution Provider with Constant Contact and hosts the ever popular “Best Ever LinkedIn Clinics”. He works with small to medium business owners & associations, teaching best practices relating to email, social media and online marketing as a means to drive awareness and more revenue. He is regularly asked to be an Event Speaker and has hosted many event presentations himself. Interested in having Javed at your next event, please call him at 416-889-6069 or firstname.lastname@example.org He is also the founder and President of EMpression: A Marketing Service Company. His company brings your unique story to life through a collaborative and creative process. Whether it’s helping you build/rebuild your website, manage your online marketing programs, Javed’s team will manage your marketing communication programs from goal identification to delivery.
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*Image Courtesy of business2community
Through my travels as an event speaker, I’ve met thousands of small business owners, many of which confirm they use LinkedIn as one of their Social Media Platforms. The majority of them have confessed either they feel they don’t know much about LinkedIn; they haven’t maximized its value, and most importantly haven’t really generated any business from it.
On the other hand, I’ve met business owners who are using LinkedIn very differently than those I mention above. These folks see it as a tool that could be leveraged to open more doors, expand their business in existing accounts and enhance their professional presence.
So, why not share some of the best practices that have helped to win relationships and generate revenue via LinkedIn.
Be a Groupie By selecting strategic target markets, it will allow you to pinpoint groups and find decision makers that you can build relationships with. Use smaller groups with less than 5000 members. Before you join a group, scout them out. Look for groups filled with active discussions and minimal spam. “Divide and Conquer.” Become a “Go-Giver” Groups provide a forum where content can be shared. Participate in numerous discussions, always focusing on how you can help targeted prospects. Be proactive, give advice and provide feedback. Share original or third party eBooks or white papers. Start your own discussions by asking probing questions, and then join in the ensuing conversation. When it’s appropriate, refer to other experts and companies who could help group colleagues with their challenges.
Invest time. Be prepared to invest approximately 10 hours per week on LinkedIn. Too many people are looking for overnight results. It won’t happen. While 10 hours may seem like a lot, when you compare it to the time that most people spend prospecting, it’s minimal.
It is Personal. LinkedIn isn’t about technology, it’s about people.
Make professional connections, in one of the world’s largest social networking sites.
Be genuine, personal and candid; people will get to know who you are, and slowly learn to trust you
When you are reaching out to people, say something personal right away so that you can create an immediate connection. It’s important to study people’s profiles carefully to find out what’s important to them professionally and personally. After doing that, send them a message via LinkedIn with a connection request.
Each message should be personally crafted:
Say something about their profile/accomplishments
Names of mutual acquaintances or interests.
Focus on the issues or business goals you can help companies with. (Never give a product pitch.)
Don’t be afraid to shake things up.
Constantly re-evaluate your group memberships. Some groups get stale, others become spam-filled and some just get too big. Also, every three to six months, go through your LinkedIn connections and eliminate people with whom you’ve been unable to build a relationship.
It’s all about time.
LinkedIn, it takes time and effort. It’s easy and it’s free.
It’s not for salespeople who are looking for shortcuts and quick sales.
What does this all mean? If you put in the appropriate amount of effort, time and commitment in building your LinkedIn presence and become that resource relationship to your connections, there is no doubt you will generate sales through this business social network. If you’re just not there and have a desire to increase your LinkedIn presence and understand some of the key elements of this social media platform, consider taking the “Best Ever LinkedIn Clinic”.
To register connect with Javed S. Khan at 416-889-6069 or email@example.com
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The following are 4 simple tips that will help you build and expand your email online community with the support of social media. TIP #1 – The Sign up Form Some social media outlets such as Facebook give you options to include an email sign up form on your business page. Simple to create and implement, a sign up form is an easy way for people to subscribe to your email communications and can help you determine who you’re most invested clients are. An excellent sign-up form that can be totally customized and embedded within your various online tools including website and social media is the one provided by Constant Contact. Tip #2 – Use Content Incentives Providing incentives such as added-value content is one of the best ways to effectively build your email list. Many businesses use short e-books but whatever the type of content you offer, make sure it complements what you do. For example, a digital marketer might offer subscribers a content schedule template to help businesses develop and keep track of social media posts. Tip #3 – Get Face to Face to Gain Interest Knowing your audience (i.e. both potential and existing customers) is a key objective all business should have. If in-person meetings aren’t possible, consider hosting web conferences or meet online via a platform like Google+ Video Hangouts. Hosting an online event enables you to share the human side of the business while discussing topics that relate to your business offerings. A lot of web conferencing programs also include a feature that allows you to add content (see tip #2). Tip #3 – Run a Promotion Along with value-added content, other incentives such as contests, sweepstakes and giveaways are terrific ways to achieve your list-building goals. A great benefit of hosting contests via social media is the ability to customize and choose how you want your contest to be presented. Don’t forget to include a sign-up form that allows participants to opt-in to additional email communications such as your newsletter. Bonus tip: If you haven’t already done so, be sure to get familiar with Canada’s Anti-Spam Legislation (CASL) which outlines and enforces the sending of electronic messages, including emails, social networking and text-messages. You must have a process that will help you receive consent from those who you would like to have as part of your online community. Javed S. Khan is the President of EMpression: A Marketing Service Company that helps small- to medium-sized businesses learn about the power of online marketing. An Accredited Local Expert with Constant Contact, he is consistently the highest ranked presenter at conferences, workshops and chamber events across Ontario, Canada. To date, he has presented to over 7,200 business owners, entrepreneurs and professionals teaching the latest marketing trends and best practices. Learn more about Javed by visiting him on LinkedIn
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Integrating Email into your Marketing Strategy By Javed S. Khan Email is one of the most direct channels of communication and this is in thanks to its familiarity, flexibility, and universality. There are about over 144 billion emails sent each day, and there is no question that email is one of the most effective ways to grow your contacts. According to Nielsen email is one of the most effective methods of mobilizing contacts. Email marketing has had a long track run of being an effective marketing tactic and remains to be one of the elite mediums for businesses to communicate. I thought I’d focus on how you can integrate a strong, smart and effective email marketing strategy and how marketing efforts will become more successful. Integration of Social Media Now usually when people are talking about email marketing strategies, it usually revolves around improving click-rates or open-rates. However, one of the most booming marketing strategies on the market today, is social media. Social media has become one of the most commonly used methods of communication and roughly around 58% of the world’s population use social media networks like Facebook and Twitter. But a lot of people still think social media is just time waster and somewhere to see pictures of their friends. But it has also led itself to being an effective tool for businesses to run successful marketing campaigns. So what does any of this have to do with email marketing? Studies show that email marketing strategies that use social media in some capacity lead to greater results and luckily integrating social media into an email marketing strategy is quite simple. There are many things you can do with social media that will help you effectively roll out your strategy. Here are just a few things social media tactics you can use to get started: Add Social Share Option to your emails Adding social media sharing and follow buttons to your email marketing campaigns will extend the reach of your email sends beyond the recipients in your email community, expanding the visibility of your content and your overall brand experience. Over time, this can increase the opportunity that you generate some net new leads. Email & Mobile Optimization The way recipients receive and engage with your email marketing campaign has changed. According to Litmus, 48% of all emails are already opened on mobile devices and 69% of mobile users delete emails that aren’t optimized for mobile devices. Despite these compelling stats, only 11% of emails are optimized for mobile (Equinox) So how can you make your email marketing mobile friendly? Test your email templates to see how they come across various mobile devices. Our friends at Constant Contact have a ton of “mobile friendly” templates to choose from. Give your Calls to Action (CTA) some room to breathe. Incorporate creative buttons over links as they are easier for recipients viewing your campaign on a mobile device. Incorporate the “ALT TEXT” rule by incorporating descriptive text under your images / logos in case they don’t display well. In the Constant Contact console, you have an opportunity to view your campaign “without images”, showing you what your campaign looks like if your images were not to download. Promote Email Marketing on Your Blog So, why would someone like you want to use a blog? Well simply, blogs are a great way of providing relevant, interesting and some cases entertaining content which should ideally attract new subscribers. If people like the content you put on your blog, there is a good chance that they will to subscribe to your blog. Now the question still at hand is how can this be used as a part of my email marketing strategy? Well the great thing about blogs is that once someone subscribers to your blog they then have the option to subscribe to it via email. By subscribing via email, this means every time you produce new content on your blog they will find it in their email inbox. The more subscribers you can get on your blog, the more potential you will get of generating more subscribers to your email list. Plus, you can also use your another social media outlets to get the word out about your blog which will benefit you from getting more traffic. Interested in having Javed speak at your next event? Connect with him at 416-889-6069 or firstname.lastname@example.org About Javed S. Khan Known as the Small Business “Chief Marketing Officer”, Javed S. Khan brings 20 years of corporate experience and 7+ years of successful small business ownership. He is an accomplished & engaging speaker, voice over talent, and an Accredited Authorized Local Expert for Boston based software firm, Constant Contact. He’s been a featured presenter at various professional association conferences, workshops, webinars, media outlets, and a regular session host across many Ontario Chambers of Commerce. He is consistently the highest ranked presenter of the day and for that reason, is being asked back by groups to deliver member value content through his educational sessions. To date, he has presented to over 7,200 business owners, entrepreneurs and professionals teaching the latest marketing trends & best practices. Javed is also the President of EMpression: A Marketing Services Company; an advisory based full marketing services company focusing on the small to medium size business entrepreneur.
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As a lot of us know, everybody wants their business to be successful and keeping business successful is attract customers. Every business owner knows that, its common sense. But some are still missing a key element that separates the rookies from the veterans. With today’s market it is far more expensive to attractive new customers than it is to keep existing customers, and according to Forbes magazine, it’s approximately seven times more expensive. Investing time, energy and money to keep your existing customers happy, actually pays off more than trying to reel in new ones.
In this article, I will give you 5 key tools to get your repeat customers coming back and why keeping them happy will pay off in the long run.
Treat each of your Customers with a personal touch
In a time of uncertainty and an economy that is rapidly changing with each day, people are craving stability, consistency, connections and all of that leads to a positive customer experience and efforts to achieve this will get your old customers coming back to your business. Achieving this isn’t all that complicated but it does take effort into building solid relationships with your customers and make them feel special. All customers want to feel like they are apart of something that makes them feel rewarded and it is a core reason why people will exclusively return to your business. This probably seems like a very obvious tool, but it is not one that should be undervalued especially in recent years with the turn of large, big brand corporation taking business from smaller businesses. So it is still vastly important to make relationships with your loyal customers a personal experience.
As a business owner feedback can be a great thing to have, and it’s the kind of thing you need to keep both yourself and your customers engaged and interested in your products and services. There are many ways you can get feedback from your customers such as, Surveys which is essentially the bread and butter for getting feedback, but they are an effective method because they are easy to set up and easy to get information from. Comment boxes are another way of getting feedback and are a more accurate and effective method to tell you what is and isn’t working. The whole idea of a feedback box is to get the best possible and accurate information from customers that ranges from big to small matters.
However, the most effective way to get the best possible and reliable feedback is to reach out directly to customers. If you want to truly understand and get to the bottom of an issue, the best way is to go directly to the customer. But whatever method you do decide to choose from, don’t back away from feedback and embrace what it is. Some of it might be rash and hard, but it is a vital part if you want to get your customers coming back.
Starting a Loyalty program
Any customer that is returning to your business again and again to use\buy your services or products wants to feel rewarded. So how do you do that? Well, one way to show that you truly care is offering a loyalty program. Providing customers with loyalty programs show them that you value their business and you want to appreciate their business by offering something back. Offering a loyalty program divides your competition and will givea them an impression that you care for them and want to make them feel apart of a community.
Give customers a definitive reason to come back
Getting customers into your business is all about how you present yourself to the community and to get the word of mouth around, you use different marketing tools to do so. But what it really comes down to is one thing and that is a reason. Giving customers that one definitive reason to come in is that one thing that is going to separate you from the competition. Giving that one definitive reason to your customers could be things like loyalty programs, free perks, customer appreciation days or pick up and delivery services. Providing services like this will enable customers to get the word of mouth out on the types of perks your business provides and will install a mental note in them that your business is willing to do things that the competition won’t.
If there is one thing you should take away from this is, if you spend time thinking what makes customers happy and create a method to keep them aware of the things you can do to keep them happy and interested in your business, then that is what is going to make you successful and will separate you from the competitors.
And find the people who want to hear from you!
Interested in having Javed speak at your next event?
Connect with him at 416-889-6069 or email@example.com
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“Of all of our inventions for mass communication, pictures still speak the most universally understood language.” -Walt Disney Images have been helping marketers “speak” to their target audience for quite some time. There’s a reason why online articles containing relevant images have 94 percent more total views than text-only articles. Images help businesses and organizations communicate in a way that text alone cannot. That’s certainly the case when it comes to your email marketing campaigns. Here are a few reasons why you should start using images in your next email marketing campaign: 1. Images catch attention, and generate more views & cick thrus Many email marketers fail to catch their readers’ attention, resulting in missed opportunities. Be sure to use relevant, high quality images that give you the chance to stand out from the noise and make a more meaningful impression with the people who are receiving your emails. Missed opportunities in today’s hyper-connected world, are becoming all too common. 2. Images are easy to find and create Stunning marketing images have never been more accessible. With more than half of all Canadians using smartphones, and over 50 percent of small businesses using mobile technology to help run their business, it’s vital to ensure your email marketing can be easily read on a hand held device. In addition, from the palm of your hand, you can easily take and store photos on your hand held device, and host them on social media sites like Facebook, Twitter, Pinterest or Instagram. 3. Images humanize your message All your emails should reflect the nature of your business, and reflect the experience customers will have when they walk through your door. An easy way to do that is by adding a photo of you or your staff. For readers who already know, like, and trust you — seeing a face they’re familiar with can help increase the amount of time they spend with each email. For those people who are new to your business, adding that small personal touch can be a bridge to a meaningful relationship. This means, they will be more likely to introduce themselves, ask questions, and hopefully share their feedback. 4. An image is worth 1,000 words and brings Emails to life Even if you’re the most talented and experienced writer in the world, text alone can fall short when it comes to engaging your readers and sharing your message. Be creative and use an image to help demonstrate your point. If you’re worried that your emails may be failing to make the type of impact you’ve been looking for, adding the right images to your emails could offer a simple solution to the problem. About Javed S. Khan Javed S. Khan is a Local Expert Presenter & Solution Provider with Constant Contact and hosts the ever popular “Best Ever LinkedIn Clinics”. He works with small to medium business owners & associations, teaching best practices relating to email, social media and online marketing as a means to drive awareness and more revenue. He is regularly asked to be an Event Speaker and has hosted many event presentations himself. Interested in having Javed at your next event, please call him at 416-889-6069 or firstname.lastname@example.org He is also the founder and President of EMpression: A Marketing Service Company. His company brings your unique story to life through a collaborative and creative process. Whether it’s helping you build/rebuild your website, manage your online marketing programs, Javed’s team will manage your marketing communication programs from goal identification to delivery.
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Hello Julie: Thanks for your comments. I think one of the fundamental elements of providing good content is to determine the type of content you'd like to showcase. This can range from vlogs (video blogs), 300-500 commentaries, interviews, summary commentary on a third party article you'd like to share, curated content (from other bloggers, writers, with permission of course), question and answers, frequently asked questions, customer success stories. I can go on and on. Another fundamental element is to establish a calendar / plan when, where, how you will be posting the content. Don't forget about the various "distribution channels" including email, social, website, etc. Hope this helps my friend. Feel free to connect with me via email; email@example.com and connect with me on LinkedIn? Warmest regards, Javed
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Whether you’re starting up a new business or want to expand your business and take it to the next level, social media has become the prime medium for businesses to operate in this day and age. Social media has become the largest platform to expand small and large businesses today and it is now where multiple businesses run they’re marketing strategies from. However, some are finding it difficult to streamline their business using social media, and are often finding little success. Here are the four steps on how to better enhance your business using social media to achieve your goals.
1) Don’t Overstep your Goal Boundaries. Keep them Simple.
When people set goals for their business, they tend to make them too far- fetched and not realistic. It is important to have realistic goals that size up measurable. For example, if you are a real estate agent and show 10 houses a day to clients, don’t try to make the end goal of getting a down-payment on each one. Try starting off with a goal of getting maybe four or five, something sizeable.
2) Study your Customer. Learn their wants and needs.
After you have a goal set in mind, figure out how you’re going to use social media to help you get to that goal. Listed below are a few tools on how to help you understand your customer better.
Decide where you want your business from: Decide who you want you’re big 150 pound Marlin to be and attack it. Having a clear outline of your audience makes it easier to learn about their wants and needs.
Find out how you can help your customer: Use the right tactics and tools to help you become more approachable on your social media channels that don’t come off as tacky.
Make sure you check your results: On all the major social media outlets there will be tools that can help track your audience’s reaction towards your page, and using a tool like this will help you improve on what you need to do.
Don’t direct your customer’s challenges, face them head on and see what you can do to help them overcome them. Creating easier content makes solving problems a lot easier.
3) Find out where you’re Traffic is coming from.
When you are working towards you’re social media goals, it is vital to establish where your traffic is coming from. Traffic is important to all sites and learning how to better use your time on social media will help you better carry out your goals and help you create a mainframe level of traffic. There are tools like Google Analytics that will help you drive more traffic to your pages and will help you better understand it. Tools like Google Analytics will help execute a social media strategy that can help you decide which social media networks are most effective. Remember not every customer thinks alike, so using a tool like this will help you better understand the picture you’re trying to paint.
4) Executing your Strategy
Now the last step is pulling all the previous steps together and executing your strategy. The first thing you need to do is make sure you can generate helpful content that your audience can use. Using what you have learned in the previous steps will help you align your content development with a target social media audience and what your business objectives are. Making sure you can create and share a list of helpful posts will allow everyone to see what’s going on with each of your social media networks. Giving you’re online followers an opportunity to see what’s going on with all of your content will give them a sense of how you can help them with their problems. The content that you have published will help your customers reach your goals.
What does this mean to you?
Working with social media to help expand your business can seem like something simple to do since it seems like everybody is doing it today. But it also isn’t as easy as people tend to think it is. The key importance you want to take away from this is; Go where your customers go and work your business goals around them, finding the right social media marketing tactics and what you need them to do for your business and why execution shouldn’t take all of your effort.
*Image courtesy of socialmediascholar.com
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Many business owners are starting to understand the power and effectiveness of incorporating digital (email, social, video, podcasts, alike) as a core element within their marketing plan. Though, through my travels as a regular speaker at conferences, with Chamber Networks and various professional associations (having spoken to over 7,000 business owners), I am constantly being asked about ideas surrounding content marketing. Then, it became clear to me that a gap continues to exist and it seems like some are not able to grasp the concept of what ‘content marketing’ truly is. So let me begin by providing you a definition of sorts. Content marketing basically means the sharing the ideas - by offering your knowledge and experience on a specific topic for free, in order to establish yourself, as credible and valuable representative in that area, just like article for example. Breaking it down for clarification, I thought I’d spend a few minutes and highlight some fundamental content marketing tips that can help simplify your efforts when creating marketing content. In the simplest of terms, I suggest that everyone reviews the building blocks of what makes for a strong and engaged digital marketing program: It’s all about your audience. You really have to get to know who you’re talking to. Go beyond the traditional segmentation of age, gender, and income bracket, and learn about your audience’s values, interests and challenges. Brainstorm a list of topics you want to cover. Write what your audience needs to hear. Develop content that is interesting, relevant and sharable. On occasion, poll your audience. Ask them for their input on information they are interesting in learning more about. Outline your playbook. Timing is everything! Consider all aspects, the season of the year, the day of the week - right down to the time of the day. I recommend all marketers to use a free or low cost app to help track and assess the impact of their content. Know where your target audience can be found. Smart content marketers choose media that their target audience is already using. Are you going to Blog? Send an email? Use Social Media posts? Creating the right content is fundamental. Know your business goals – the mission behind creating content is the most important component of building a marketing strategy. It’s important to provide content that engages and is informative, whether you’re reaching out to your current customer’s attention or trying to get the attention of someone new.
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You have probably heard that on July 1, 2014 the Canadian Anti-Spam Legislation (CASL) went into effect, requiring email marketing campaigns to comply with the new legislation. It almost seems as though email marketing has now reverted back in people’s mind to that dreadful four letter word that nobody wants to be associated with: “Spam”. Many marketers are now scrambling to revise their tactics and strategies so as not to be hit by hefty fines, which can be upwards of ten million dollars, for sending unsolicited messages, and some have now discontinued the very idea of email communication in favour of other communication media. But is it really all doom and gloom for email marketing? The simple answer is, NO. Email still remains the most reliable and cost-effective form of communication with clients and continues to be an effective tool for building relationships as well. EmailStatCenter.com, a leading authority on email marketing metrics, found that on a daily basis, consumers interact with about 11 brands though email, and according to a study by digital marketing advisor, Convince and Convert, 44% of consumers made at least one purchase last year based on a promotional email they received. Interesting numbers yes, but do they actually mean something? Well of course they do, but given the penalties for non-compliance, these results are much more meaningful to companies when the campaigns that generated them are executed properly within the guidelines set out by the Canadian Anti-Spam Legislation. Now quickly for those of you who aren’t aware of these legislative changes and have no idea what CASL is all about, here is brief summary of the new law, as provided by Deloitte. “CASL is a new anti-spam law that will apply to all electronic messages (i.e. email, texts) organizations send in connection with a “commercial activity” . Its key features require Canadian and global organizations that send commercial electronic messages within, from or to Canada to receive consent from recipients before sending messages. Below are three resourceful keys that will help you to love CASL: Data, Data, Data Data is what makes email marketing the rich customer juggernaut of communication that it is, and delivers raw and effective data that you want. Email is still the most effective one-to-one channel of communication, because of its high level of personalization and the email marketer’s ability to craft messages with unique content, tailored to specific customer wants and needs. But the key challenge that marketers have to contend with is how to use the data appropriately to tap into consumers and engage them with your brand on an emotional level. Tapping into that database of customer loyalty through a more meaningful, direct line of frequent communication will have a significant impact on your email marketing efforts… and enable you to engage the audience you want. Suit the Mobile The wave of mobile users has sky-rocketed in recent years, and now everyone from 12-year-old Johnny to Grandmamma has some kind of mobile device with which to communicate. However, that doesn’t seem to be the case for all email users on mobile devices, with just under half of the 897 million mobile email-users worldwide opening emails on their mobile devices. It’s an interesting statistic, given the amount of mobile users there are, but numbers are numbers, so it’s important that you employ whatever means possible to garner their attention, focussing on the quality of your content and not the quantity. People today are more impatient than ever when reading any kind of printed material, so it’s important to keeps messages structurally sound and concise. Readers don’t want to scuffle through email messages that don’t have any hook to them, and people use their devices for a wide variety of tasks, so you need to capture them with quick reads and engaging messages. It’s also just as important to know when to target your readers, by using data services to see where and when most messages will be opened and read, for optimal engagement. Don’t Blitzkrieg With new legislation come new rules and laws you must abide by to stay within line, so companies are now required to get explicit consent from potential recipients within the next two to three years. This has now falsely instilled a sense of concern amongst recipients about potential bombardment with offers, discounts and incentives if they oblige. Please don’t do that; it offends people and opens your company up to lost relationships with existing customers, and that’s the last thing you want. It’s all about finding a strategic, rigorous plan that works on a legal level, and will hopefully force you to take another look at how you approach marketing, so you can gain that crucial edge and have the sweet satisfaction of being the customer’s first pick. And identify the people who really want to hear from you!
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