Have you ever wondered why businesses are nagged, pushed and generally lectured about the importance of blogging for their business? Have you wondered if blogging and content marketing makes a difference, or if it is a waste of time for trades or service businesses? Does blogging actually deliver increased traffic to your website and clients to your business?
What if you are interested in blogging, but think your business is a little bit boring and you simply can’t figure out what to write that people would be interested in reading? Sound familiar?
In the race to get their business up and their marketing out in front of people, many Australian small business owners don’t realise they are breaking a long-standing piece of law – the Spam Act of 2003.
The Spam Act is piece of legislation that has become like a distant uncool relative: The one who only gets remembered when they turn up uninvited at a party and demands to know where their invitation is. Unfortunately, it is routinely forgotten when training start-ups and new businesses about their roles and responsibilities.
Maybe it’s just a mum thing, but I have noticed that people seem to be yelling more. There is almost a competition to see who can yell the loudest, while drowning out the voices of anyone else who wants to get a word in edgeways.
I am not just talking about parents yelling at their kids in shopping centres, this is happening right across the board in society (especially in people marketing their business).
Social media has its place as a way of connecting and marketing to your clients. However, with the rapid changes to the social media platforms and all the filters they put in the way of people seeing your content, the most effective way to stay connected is through an email newsletter.
Business owners fight hard to get every individual subscriber onto their email list. They create fantastic opt-in products, send brilliant information and watch their subscriber rates like hawks.
The only trouble is that many businesses are actively throwing away 30% of their subscribers each year, without even realising it.
Every year, over 30% of people change their email address. If someone is on your list and they have changed their details, what will they do?
In the past few years all the attention has been turned on social media as a marketing channel. Facebook, Twitter, LinkedIn, Periscope and other social media have gained the lion’s share of small business time and attention.
Why? Because that’s where potential customers hang out.
However, the chase for likes, retweets and reach has meant that many small businesses have pushed aside one of the most bankable forms of business marketing. Their email list!