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Creative Ways to Attract Local Customers to Your Small Business

Nothing is more disheartening to owners than an empty store, a phone that doesn’t ring, or a website with few visitors. You know you could make sales if only more customers would visit. Well, don’t sulk, get creative. Here are a few ways to draw in more customers:

Signage:

A sandwich chalkboard in front of your store can be a great attention getter. It’s ephemeral nature (you redo it every day) makes it timely, and when you use it to advertise one-day specials, you can expect to attract more customers. Restaurants use this technique all the time, but your retail store can easily adopt it. If the weather is bad, stick a banner in your window instead.

Flash sale:

An intra-day sale can generate excitement if it’s generous – for example, a two-for-one sale or 40 percent off from, say, 1:00 to 4:00 pm. Pick a time when the weather forecast is good. Publicize the flash sale on social media, through emails, text messages, etc. And as mentioned above, list it on you sandwich chalkboard.

Free food:

Nothing packs them in like free food and refreshments. If your store happens to sell snacks, you can use your own inventory for the promotion. Or you can do a cross-promotion with your neighborhood bakery or coffee house. It doesn’t have to be fancy, because the great masses just can’t turn down free food. Hot coffee on a cold day, lemonade on a hot one, Danish on any day – customers and potential customers will enjoy your generosity and might be more willing to buy something from you.

Mobile push:

Double down on your mobile market apps (you use these, don’t you?) to push messages to consumers in the neighborhood who might want to drop into your store while out and about. The message can include a promo code for a special discount or free gift.

Entertain the kids:

A great way to gain the loyalty of local parents is to offer free, supervised entertainment to young kids so that mom or dad can do a little quality shopping. The area can have games, books, a play table, even a balloon-blowing clown. If you run a country store, how about setting up a small petting zoo – you might even be able to charge entry. Make sure you use trustworthy, preferably bonded, employees to mind the kids, and keep your liability insurance up to date. Offer special discounts to parents who bring in their children, that should really heat up sales.

Loyalty:

Many stores have adopted loyalty programs – have you? There are many off-the-shelf programs you can adopt, and the cost is usually low relative to the bump in sales. On a slow day, your flash sale might be triple points for a few hours.

Contests:

We all love to win. Thrill your customers by having daily raffles and contests. For instance, if you are a florist, elicit poems for specific purposes, such as get well or anniversaries. The best poem gets a discount coupon for future use. You can tie this into your email lists (after all, you have to notify winners), which is marketing gold that pays off many times the costs of the contests.

Revamp your website:

If your website has gone a little stale, it’s time to refresh it. There are many techniques to increase website traffic, including fresh and frequent blogging. If you don’t have time to write new content yourself, hire a good freelance writer and flood the zone with interesting stories.

We’ve listed a few good ideas, but there are plenty more out there – use your imagination and, with any luck, you’ll be swarming with new customers before you know it. If you need additional working capital to put these ideas in action, reach out to one of our Loan Officers to see if a business loan is right for your company.

The Pros and Cons of Adding a Blog to Your Website

When it comes business websites, content is king. One of the most cost-effective ways for a small business to add useful content is through a blog. The more often you can post a relevant, authoritative blog, the more you’ll get out of it. Here are some pros and cons of including blogs on your website:

Pros

Establish authority:

Marketing a product or service on the Internet is essential if you want to sell to the widest possible audience. A business blog educates consumers about your offering and the industry in which you operate. Your blog also showcases your talent and authority, giving readers the confidence to buy what you’re selling. Google bestows a higher Page Rank and better search results on websites that constantly offer authoritative, unique content, and there is no better way to create content than through a daily blog. A good blog generates new readers, who then become leads and (hopefully) customers.

Industry-Specific Marketing:

While blogging can help any company, it is especially useful in certain industries such as hospitality. For example, you can use your blogs to establish communication with potential travelers who are looking for, say, a nice place to stay in your community. If you blog about the local sites and events, travelers will come to rely on your information and will be more likely book their rooms with you when staying in your city.

Search Engine Optimization:

Fresh blogs can help get you on Page One of search engine results for your chosen keywords. Blogs should revolve around a cluster of search keywords. Your marketing effort should therefore expend some resources to ascertain the optimal keywords for your business. Online tools and SEO sites can help you with this task. For example, you can use tools like Google Keyword Tool to help you decide on the exact keywords and keyphrases to use on your website Frequent blogs that concentrate on your selected keywords can help enhance your marketing effort by:

  1. raising brand awareness
  2. solving customer problems
  3. exhibiting thought leadership
  4. establishing authority and trust

By peppering your blog posts with the appropriate keywords, you help improve your results when people search using those keywords.

Social Issues:

Sometimes, you blog not only to market an offering, but to express your opinions on social issues. Your blog and the responses it elicits can act as a forum for you and others to express their thoughts on the interesting and important issues of our times. By combining your blogging with social media such as Facebook and Twitter, you have a great opportunity to reach many people who share (or disagree with) your point of view.

Cons

Resources:

Like most worthwhile things, blogging requires you to commit resources such as time and money. Adding blogs to a website is easy and costs little, but creating good blogs is a talent that needs financial support. For example, you are diverting resources if your employees take time out of their busy days to wrote posts. The other route is to hire a professional freelance writer to create your blog posts. While not overly expensive, you should seek out the best writers with the finest reputations.

Risk:

A poorly prepared blog is worse than no blog at all. A blog is meant to establish your competence and authority, but you’ll achieve the opposite effect if your blog is poor. Some signs of a deficient blog concern:

  1. Poor grammar and syntax
  2. Improper, off-topic or otherwise unsuitable material
  3. Use of too much jargon
  4. Bad or poorly expressed ideas

Clearly, the benefits of blogging greatly overwhelm its drawbacks, especially if you have the resources to write good, effective blogs. Whether timely or evergreen, good blogs deliver benefits that far outweigh their costs.

Are you ready to budget for a blog? Start with the Business Budget Smart Sheet. This resource can help you make sense of tracking and spending, to help you forecast for the future.

Networking Tips for Small Business Owners

Networking is important for all business owners, especially small business owners, because it provides opportunities to generate new business and leads, meet VIP clients, approach investors and get important advice and mentorship. Having access to the right people in your industry can open doors and help you grow your business faster and more efficiently than doing so on your own.

However, some small business owners encounter roadblocks such as lack of time or money and being too shy or intimidated to approach people at events. The good news is that networking is always possible with these tips!

Prepare an Ice Breaker

Many people are naturally shy, which is why it may be very intimidating for them to approach a big name client, possible partner, or mentor at an event. The problem is that there is no point to attend these events unless you proactively choose to network.

Even if you are not a social butterfly, you can effectively approach and start conversations with strangers by preparing icebreakers and elevator pitches. An icebreaker is an effective way to engage with another person without diving right into your pitch. You can follow up on a recent speech, inquire about the person’s reasons for attending the event, or make a comment about the weather or food.

Once you have managed to start a conversation, you will need to get to the point quickly so you don’t lose the individual’s attention or have them turn to speak to someone else. This can be easily done with an elevator pitch, which is a minute-long description of who you are, what your business is and what you hope to achieve by talking to this person.

Invest in Business Cards

Networking doesn’t only have to occur at official events; you never know when you can meet a potential client, investor or business partner! This is why it is imperative to make and always carry business cards to hand out to those you want to get in contact with in the future. Plus, a business card makes you look more professional and serious than simply writing your email or phone number on a piece of napkin.

When deciding which business card to create, you can go the traditional route or attempt to make your card stand out from the rest. Consider your brand and the image you want it to portray to others when designing the cards, remembering that your brand image needs to be consistent across all of your marketing materials. If you own a tax accounting firm, you likely will need to create a more conservative card, while a young tech company or a baby clothing boutique can afford to be more risque with their design.

All cards need to contain the following information:

  • Name
  • Phone number(s)
  • Email
  • Website
  • Address

However, they don’t need to be limited to that information — you can include photos of your products or services, a motto and even a short call to action (CTA)!

Utilize Social Media

You may not be aware, but you can connect with important players in your industry without ever leaving the confines of your business! The truth is that technological advances have made it easier than ever to join online groups, ask questions and communicate with others through a computer or handheld device.


While LinkedIn is a platform typically associated with finding work, it is also the most popular professional networking resource, connecting over 433 million users in more than 200 countries worldwide. Once you create a profile on the site, you can connect with others by importing your email contacts, or manually entering a person’s name or email. Once you make connections with your contacts, you can view their connections, creating a networking circle with very little effort!

Additionally, LinkedIn has many online groups dedicated to specific industries and careers. The members of the groups ask questions, provide advice, hold forums and even organize offline events!

Other social media platforms, such as Facebook, can also serve as beneficial resources to connect with important business contacts online.

There are great benefits to networking, especially the connections and knowledge you can gain from attending conferences, setting up exhibits at tradeshows and traveling to award ceremonies and other events. If you need financial help to afford these networking strategies, turn to IOU Financial! We specialize in helping small business owners grow their businesses with loans of up to $300,000! Plus, if you just found out about an important conference, you don’t need to wait weeks for approval, as we can provide a loan in under 48 hours! Click here to find out more!

How to Choose a Second Business Location: The Top Things to Consider When Considering an Expansion

Your small business is doing well very well… so well in fact that the idea of expanding to a second location has crossed your mind a time or two. Now that you are thinking about expanding, understanding how to choose a second location is key to continued business successes. But you are now asking yourself, “How do I pick my next location?” In the following post we will review the top 5 considerations every small business owner should think about when considering expanding to another business location.  Let’s jump in!

Foot Traffic

One of the biggest draws to choosing a next location is the idea of foot traffic. How many people stroll through, by, or near a business is one key to getting customers. Does your company rely on major foot traffic? If you run a company that does not rely heavily on foot traffic, than this may not be as big of a factor. However, if most of your current business profit comes from physical foot traffic, then choosing a location that has plenty of walking bodies is top priority.

Tip: look into other businesses in a potential area and ask what type of foot traffic they get on a monthly average. Then compare to a few other locations your considering.

Cost

Money is a big factor when choosing a location. Finding out how much a potential space will cost you is key when choosing your next location. It’s not just the cost of rent you should be asking about, it’s the cost of the utilities as well that need to be considered. Does your business model use a lot of electricity or is most of the cost related to water charges? Knowing what the rates are for utilities, the rent costs in that area, and comparing those factors to the profits you currently bring in is valuable to know in advance.

Tip: Look up average utility costs in the area you are considering and compare to current rates for projections. 

Accessibility

This one may seem obvious but knowing how accessible the space is may make or break it for you. Not only should you consider how accessible the location is, you should also consider if people would prefer that location over your current location. Having too close of business locations may drive no new traffic to the expanded site. When looking at accessibility, look at how easy it is to get to, how easy it is to park near, and how many new possible customers you could get by popping up shop in their new neighborhood.

Tip: Ask customers where they come in from when shopping and then map out where you are missing some possible traffic.

Competition

Competition can be a good thing. It can also be a not so good thing when considering an expansion. If you’re into the business of selling coffee, it may not be wise to plant your new shop right next store to a major coffee chain. When you’re considering where to plant your next shop, consider looking for locations that don’t have your style of business, but could see a need for client base in the area. If the only dog groomer in town is a 40-minute drive, and you’re in the dog grooming industry, consider placing your shop in a needed location.

Tip: Map out the other competition and see where there is an access point to tap into for your shop.  

Future Growth Opportunities

Businesses need to look to the future while also focusing on the present. When looking for your next spot, consider looking where new building development may occur. Some of the most popular shops are ones that were built before massive home developments and other retailers were sprinkled around them. Look into where the region is expanding services and housing and find a place that has potential for good exposure as the town grows.

 Tip: Check your local area development bulletins and find out what projects are being built and city plans for expansion or restoration efforts.

Running a successful business is no simple task and choosing where to expand that business can be even more overwhelming. By reviewing some key considerations for where to set up you next shop, business owners can be better prepared for the choice of where to start their expansion. Looking into and considering various factors when choosing a second business location can help reduce the risk and increase the reward to your next location. Happy business location shopping!

Need funds to help you expand? Call an IOU Financial Loan Officer to get your per-approved loan offer today!

How Using Adwords Can Boost your Business

The internet contains millions of websites – how can you lead potential customers to yours? When individuals need to find a product or service, they search for it on Google, the most popular search engine in the world. If your business is not included on the first page of Google search results, it’s likely no one will ever click on your link. In fact, the higher up the chain you are, the more traffic you will get. One statistic stated that website listed as one of the first results got 36.4% more traffic than those listed below. Utilizing inbound marketing, you can help online users find your site or social media page, and AdWords is the solution you need to help you boost online traffic and increase your sales!

What is AdWords?

AdWords is Google’s own advertising service, which allows business owners to create ads that will be shown as “Sponsored Links” above and to the right of the organic (non-sponsored) Google search results. When a person searches for a specific keyword, your ad will show on their screen, encouraging them to visit your site.

What are Keywords?

We’ve mentioned keywords a few times in this article, but what exactly are they? They are the words or phrases that online users utilize to search for something online. Keywords can be as simple as a business name or as complicated as “affordable Italian restaurant near me.” Each and every business likely has hundreds, if not thousands, of applicable keywords.

AdWords allows business owners to pay for search engine optimization (SEO), which tells Google to list your site in its top results. AdWords has a pay-per-click (PPC) system that charges you every time an online user clicks on your link when it’s in the sponsored section. Keywords are not created equal, and some cost more than others.

Many business owners don’t know which keywords can help them improve their online presence; however, Google has a free tool that allows them to conduct keyword research. Google’s Keyword Planner lets online users search for a keyword, get suggestions for other related terms and provides information about how competitive that keyword is, how many people search for it, and how much it would cost in a PPC campaign.

What are the Biggest Advantages of Google AdWords?

Compete with the Big Guys

While it’s not necessary to pay for campaigns in order to utilize SEO as part of your inbound marketing, growing an online reputation organically can take a long time. Plus, small businesses have to compete with others who may have expert marketing professionals on their team, promoting their website through blogs, articles, social media outreach, etc. AdWords levels the playing field by allowing anyone to bid on a keyword to advertise their brand.

Target Your Audience

If your business only caters to local customers, there’s no point for you to pay for clicks from people outside of your targeted area. AdWords solves this issue by allowing businesses to geo-target which locations their ads get seen in. You can specify which city you want your ad featured in, or even a specific proximity around your local business.

Retarget Your Visitors

Google AdWords has a feature that follows your online visitors and features ads for something they searched for on your site on other websites they visit, a strategy called retargeting. If you’ve ever searched for a pair of shoes, only to have them pop up for weeks after on various sites you visit, you’ve seen retargeting work its magic.

Online marketing with Google AdWords can be planned according to your budget; however, if you want to make a real impact, you may need to invest in this endeavour. If you can benefit from financial help to start this process, IOU Financial is committed to fueling the growth of small businesses. Contact us today!

Google Analytics: Everything You Need to Know to Track Your Traffic

If you are a business owner, you know the importance of an online presence for your company. Even if you don’t sell your products online, you need to create brand awareness through marketing and advertising to build a strong and positive reputation. Simply creating a website is not enough for this endeavour. To make your efforts more effective, utilize Google Analytics for big benefits for your business!

What is Google Analytics?

Google Analytics is the world’s biggest freemium (free and paid options) web analytics solution. It provides information about web traffic of websites, apps and offline channels. It offers a suite of options to help owners improve their online presence and target their specific audiences.

What are the Benefits of Google Analytics?

  • Improve marketing campaigns to make them more effective
  • Improve website usability by tracking visitor patterns
  • Learn the demographics of your target audience
  • Learn which sources provide the best return on your investment
  • Connect with your customers by creating valuable content

How Does Google Analytics Work?

To start reaping the benefits of this solution, follow these steps:

  1. Sign up for a Google Analytics account here. You can also register using your Google+ account, if you have one.
  2. Set up a property, a website or app whose data you want to track here. You can add up to 50 properties under one account. 
  3. Add the tracking ID code and/ or the JavaScript tracking-code snippet Google Analytics will provide you to the property to start tracking results. Use this for help in finding your codes, and install it on every single page of your website. 
  4. Set up Site Search, which will track and report what users search for on your site. 
  5. Configure user management by managing user permissions for your marketing, graphic designers and PR teams (if applicable). You can grant some of them access to simply view the data, while others can make changes affecting your account. 
  6. Configure what Google Analytics tracks by focusing on where the audience clicks on your site; these can be links, videos, photos, etc. 
  7. Set up goals to monitor if/ when your objectives are met. Goals will let you know when a purchase has been made, a newsletter signup has been received or a link has been clicked. Goals are crucial to evaluating the success of your campaigns.

How to Read Google Analytics Results

Once you setup your Google Analytics account, you view the Audience Overview report for each property you had added. You will be able to view traffic results based on specific date ranges, or compare one day, week, month or year to another. Hovering over certain parts of the report will provide you with more information on each section.

Under the metrics, Google Analytics provides top ten results for countries, languages, browsers, etc. that characterize your audience. Clicking on the report will also provide additional information, such as the parts of the country.

There are many other paid, premium features on Google Analytics which can help you make better business decisions. If you need help investing in these solutions, IOU Financial can help! We offer small business loans in just 24-48 hours!

 

When Should I Hire a Virtual Assistant For My Small Business?

Your business is growing and that once small start up has turned into a solid, reputable, and stable small business. While you grow your business, you may also find yourself considering the idea of hiring a virtual assistant: someone to tackle the day-to-day scheduling of work tasks or business meetings, and handling administrative duties to help you take your business to the next level.  You may even ask yourself where, when, or how to go about hiring a virtual assistant. In this post we will tackle the 4 key factors to consider when you’re considering bringing on a virtual assistant. Let’s jump in!

You’re ready to hire a virtual assistant:

When you lose track of keeping track

One of the simplest yet most important factors to consider when hiring a virtual assistant is knowing the right timing. If you find it hard to stay on top of simple day-to-day tasks, and you find your attention is being pulled away from the important roles you have, it may be time to bring an assistant on board. When your systems such as Evernote, Slack, Trello Boards and beyond start becoming overwhelming to keep organized by yourself, an assistant may be the solution. When you see it’s hard to keep track of things, don’t lose track anymore-bring on an assistant. 

When you have the business down to a science

When your business starts becoming a well-oiled machine and the products, services, and business model you run can be set to “cruise control,” you may be able to bring on an assistant. Your business is now solid, so bringing on an assistant may free up some of your mental energy and allow you to tackle the next steps for growth. Think about building a house: If your foundation is solid and in place, you can start tackling the framing of the walls. Allow an assistant to keep things running while you move on to framing up your next big project.

When finances make sense

Before you dive into hiring an assistant, be sure to consider the cost to do so. Virtual assistants are not minimum wage jobs, they can be costly if you’re hiring top talent. Make sure your business can justify and support an assistant. The intention is to bring in more business by hiring an assistant, so ensure the financial pros/cons are considered. You may not be able to pay a full year salary today, but can you justify the initial cost by allowing it to add revenue elsewhere?

When it feels right

There is something to be said for “trusting your gut” when you run a small business. It was that very gut that lead you to start the business in the first place right? Do not leave out the internal thought process for bringing on an assistant. Ask yourself if it feels like the right time, seems like the moment to enter that phase, and do “the cards just fall in place” leading to the perfect fit for your company? If your gut is saying go for it, then it should be worth the thought.

By now you have considered hiring a virtual assistant for your company and ruling out the various pros/cons for when and if that moment is right. Hiring a virtual assistant can be a vital asset to any small business, however the timing, need, and role in your company all need to be considered. By reflecting on the top 4 factors when hiring a virtual assistant, one can better prepare themselves for striking at the right place and the right time.

Need a little extra working capital to hire a virtual assistant?  IOU Financial is here to fuel the growth of small business. We can provide a small business loan of up to $150,000 in as little as 48 hours. Contact us today!

Continued Expansion with Small Business Funding

Atlanta Movie Tours got its start because Owner Carrie Sagel Burns wanted to show off all the great filming locations around Atlanta and beyond. Since its beginning five years ago, the business has expanded to showcase all the great filming that happens around the Metro area, and has a retail gift shop downtown. Not only has it grown from one tour a week to over 20 with 40,000 guests, the organization also has 1,200+ reviews on TripAdvisor. “With that growth came overhead and personnel, investment in the business and capital and funding became necessary at times,” said Carrie.

Carrie has borrowed from IOU Financial a few times. “The IOU capital has helped consolidate our existing loans and get our daily rate under control for greater growth this year,” explained Carrie. “It helps me sleep at night!”

According to Carrie, what makes IOU different from other lenders is the commitment to excellent customer service, particularly the communication and online portal.  “I’ve worked with other small business loan companies and spoke with a few others and know that there are plenty out there who you can’t reach for questions, don’t have a way to check your status, etc,” said the small business owner. “With IOU, you know you can always talk to someone. Plus, the online dashboard is a great way to keep an eye on the account without having to contact IOU directly.”

Here at IOU Financial, we can’t wait to see how Atlanta Movie Tours grows even further in the future. Looking for something fun to do in Atlanta? Check them out! Click here to book a tour: http://atlantamovietours.com We’ve got our eye on The Walking Dead options.

Carrie was able to expand her business with an IOU Financial loan.  Why not you?  Learn more about business lending and have a Small Business Loan Consultant call you today!

 

Why Now is the Time to Move Online

If you do not yet have a business website, you should make this a priority in 2017! Not showcasing your products or services online is likely hurting your company’s bottom line, as you are losing out on potential customers around the world that may not have the ability to walk into your physical location. What are the main reasons to go online this year?

Brick-and-Mortar Locations are Declining

The reality is that e-commerce websites are quickly replacing brick-and-mortar locations. When big brands, such as Sports Authority, Staples, and Macy’s are either declaring bankruptcy or closing down stores, smaller enterprises that don’t have the same advertising budgets and funds to stay open may not fare much better. Brands such as Target and Walmart, which sell goods online as well as in physical stores, are investing funds into their e-commerce websites, which is where the majority of people are shopping.

E-Commerce Requires Less Overhead

For a brick-and-mortar to be profitable, it needs to be in a location with a lot of foot traffic; however, renting or leasing a corporate space in a popular location is expensive. It is much more cost effective to sell goods online than out of an expensive storefront.

Not having to pay rent for a retail space, as well as insurance, electricity, employee wages, etc. can leave more funds for inventory and advertising. All business owners would need is a warehouse, which is more affordable to run than a store, as well as order takers, packers, fulfillers, and shippers… saving money on paying the salaries of customer service representatives and sellers.

Furthermore, moving operations, such as supply chain management, procurement, or billing online can lead to a savings of up to 5 percent on “maintenance, repair and operation costs; this five percent savings can turn into 50% of a company’s net profit,” states The Web Doctor.

Ability to Target a Specific Audience at Lower Costs

While a physical location relies heavily on foot traffic and traditional advertising, such as television and flyers, an online website allows business owners to target who they want to advertise to.

For example, social media platform Facebook provides options to advertise to specific groups of people with 89 percent accuracy. Choose audiences based on location, demographics (age, gender, relationship status, education and employment), interests, hobbies, and behaviors.

Targeted advertising allows owners to save money and efforts by not reaching out to those that would not be interested in their services, and provides a greater return on investment (ROI) on marketing only to a specific audience base.

Online Presence is a Necessity

Companies that choose not to sell items online should still concentrate on establishing and promoting their online presence. Customers are demanding more from the businesses they patronize than a simple financial transaction. They want to learn about the brand and what it stands for. When companies are able to forge emotional attachments between their customers and their brand, they retain loyal customers.

An online presence allows business owners to share relevant company news, information about new products, as well as philanthropic initiatives – all topics that can be interesting to current and potential clients. A small investment into a corporate website can provide a new revenue stream from online buyers. If you need help financing your move online, contact IOU Financial. Our company can provide a small business loan in under 24 hours.

Is Email Marketing the Right Business Solution for You?

When operating a small business, how do you increase brand exposure to try and compete with the bigger, better-known companies? While large corporations and established business can have multi-million dollar advertising budgets, many small business owners cannot afford to spend 1 percent of that. However, one marketing tactic that any business owner can implement is email marketing.

What is Email Marketing?

Emailing a current or potential client to solicit their business, advertise your services, make an announcement, or simply check in is all considered email marketing. Using electronic mail to increase your client base and sales has become one of the most popular ways to market your brand.

What are the Benefits of Email Marketing?
Affordability

Email marketing is one of the most cost effective ways to market your brand. Many small business owners ask clients to submit their emails to receive online newsletters or to join reward programs, and utilize them to send out mass emails without spending a cent.

Investing into a customer relationship management (CRM) program is another inexpensive way to collect, store, and manage customer information for email communication. A multitude of CRM platforms, such as Salesforce, HubSpot, Insightly and Zoho, offer low-cost, monthly subscriptions that allow users to send out customizable emails to their list of contacts.

Precision

One of the most appealing factors about email marketing is that it allows you to target a specific audience. While a billboard is seen by all people in a given space, and a television ad is viewed by all individuals tuned in to the channel at a specific time, email campaigns can be sent to specific groups of people.


You can select recipients based on location, shopping patterns, or likes and dislikes.  Many CRM programs even allow you to create A/B testing, where you select two different campaigns and see which one generates more sales or clicks to your website.

Effectiveness

Email marketing can be extremely effective; in fact, one source claims that email marketing can provide a 3,800 percent return on investment (ROI); companies can make $38 in sales for every $1 they spend on effective email marketing.

Making the emails personal, such as addressing the recipients by name, sending them congratulatory emails on their birthdays, or making personal recommendations based on their personal preferences makes the emails even more effective- improving click-through rates by about 14 percent and conversions by 10 ten percent, according to a source.

If you are looking to increase your customer base and grow your brand identity, and would like to achieve it with a strategy that is affordable, definitely consider email marketing; it is trackable, customizable, and effective.