Cost Effective Marketing 101



A guest post from Erika Goldwater.  


Everyone wants to save money these days, but a marketing department cannot run without spending money, right?  Wrong!  There are a few cost-effective programs that can be run using your own email marketing campaigns and some creativity.


I have had great success (new leads generated and business closed) by implementing company and/or vertical-specific newsletters.  Your customers and prospects- no matter what your business is- care about getting, industry-specific information and hot business news that pertains to them. 


First, look at your database of names and contacts (prospects and customers) and ensure that each and every contact has the correct industry associated with the company.  For example, Joe Johnson, CTO, Citizens Bank, must have financial services listed as the industry associated with that contact.  Whether you use Siebel, or another CRM, there is always a way to associate valuable marketing information with the contact.


Once you have associated industries with your contact, schedule a series of content-rich newsletters.  I suggest both a company-focused newsletter and an industry-specific newsletter for the different segments of your database.  For example, current financial services customers should be on the list for both the quarterly company newsletter as well as the monthly financial services newsletter.  These electronic publications should have valuable industry information, helpful product information (new releases, product reviews, use cases, etc.,) and relevant news stories or case studies that relate to the industry.  Include links to stories or articles so readers can quickly and easily access the information from the newsletter.  Note that not all the content needs to be self generated, links to news stories, government reports, etc. can accentuate your content.  If possible, set up a unique URL per newsletter to enable tracking and hit rates, which help you determine relevance and success of your efforts.


Do not worry if a number of respondents unsubscribe to your newsletters or if there are a lot of bounces.  This happens, and actually helps you clean up your database, ensuring that you are only sending information to people who are true prospects and who are interested in hearing from you.  Additionally, this helps to give you better metrics to measure success of these newsletter campaigns, as you will have a realistic idea of who is a viable and legitimate prospect in your database. 


As today’s buying decisions are often made by committee, it is important to reach as many people in the company as possible.  Augment, rather than delete mailings sent to the same company. 


By including calls for action and linking the metrics from the newsletters to your web site analytics you can begin to trace a level of buyer interest, which then can be “closed” by the appropriate sales channel.


Effective –Yes.  Cost Efficient – Yes.  Not all marketing programs need to drain your valuable Marketing resources.


An experienced marketing and public relations professional, Erika has developed marketing, public relations strategies and lead generation programs for both start-ups and publicly traded companies.  Erika has helped companies develop new partnerships, launch product lines, integrate sales and marketing initiatives to drive sales and increase a company’s visibility.  She holds a B.A. in Journalism from the University of Maryland, College Park and is a Certified Information Privacy Professional (CIPP).


2 comments to Cost Effective Marketing 101

  • Brad

    Good post. Creative and helpful. I agree that you don’t need to generate a lot of the content – it’s just as powerful to aggregate useful and relevant information that already exists. Everyone likes to be the one with the latest/coolest info. Find and deliver the right content and you’ll have an audience – have an audience and you’ll be able to seamlessly weave in your message…

  • Hi, good post. I have been woondering about this issue,so thanks for posting. I’ll definitely be coming back to your site.

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