I love blogging about the art of blogging.  It seems circular somehow to me.  Like if I do too much of it, I might cause some sort of a loop that affects the world as we know it.

Ok, that might be a bit dramatic (I blame my husband – he has made me watch far more Sci-Fi than I ever imagined I would in my life).  But the fact remains, blogging can be the single most important thing you do for the success of your business.

And no, that’s not being dramatic.  We still talk to potential clients almost daily and find out that they have not yet delved into the blogging world.  They often spend money on SEO, and more often than that, have spent larger amounts on some sort of a marketing endeavor.  And yet, I know that if they would just commit to blogging on a regular basis, they could see results.

How does increased web traffic, a better engagement with customers and tangible leads sound to you?

Just keep in mind, your efforts at blogging need to go beyond just the occasional ramblings of someone on your team.  You need to keep certain practices in mind as you write:

Who Are You Writing To?
This is a huge question that is often overlooked.  You need to know your audience in order to reach them effectively.  You also need to know how your audience will use this information that you are giving them.  If you have no goal in mind, you are sure to hit it!

And Speaking of Goals . . .
Just exactly what do you want to accomplish by blogging on a regular basis?  Are you trying to increase traffic to your website?  What about educating within your industry?  Are you trying to build brand loyalty?  Are you attempting to set yourself up as an expert in your field?  These are just a few of the questions you need to answer before that first word is ever typed.

Don’t Be Over-Zealous!
A good, enthusiastic plan is a must – but a plan that puts too much strain on you just won’t hold up for long.  How many times have I gone to someone’s blog, hoping for new and fresh ideas, only to find out that the last time they posted was in July!  And frankly, I can’t be too hard on them.  Blogging takes time and effort.  And that is time and effort that is taken away from the endless list of other tasks you have.  So set your sights on a reasonable amount of blogging – and then commit to it like your life depends on it.  The life of your company just very well MAY depend on it!

I happen to love email campaigns.  (And I happen to LOVE the movie “You’ve Got Mail” – but that is a subject for another day!) Don’t get star-struck with all of the new social media out there and neglect this very important tool.

There are very few marketing strategies available today that are as cost effective as a well-thought-out email campaign.  If handled correctly, your strategic email marketing campaign can easily spread your sales initiative to a wide – and highly qualified – audience, while at the same time strengthening the ties to already-loyal customers.

With a little thought and effort, your email marketing efforts can be highly rewarding – generating leads, building loyalty, and communicating effectively with your target market.

By keeping these strategies in mind when you craft your email campaigns, you will see a much greater reward for your efforts.

1. Provide Valuable Content
Want to send emails that not only DON’T end up in the recipient’s trash folder, but are actually looked forward to?  Give your readers something valuable.  Don’t sell to them.  They are in the middle of something when that email arrives in their inbox.  And it can be a huge turn-off when they pull their attention away from a task, only to be assaulted by your sales pitch.  However, if you give them something that they find of value, they will spend the time reading what you have to say.  Keep in mind, your goal is to be a strong benefit to your contact as they interact within their company.

2. Get Them to Take That All-Important Next Step
You’re not in business to simply give away information.  You want your reader to take a next step with you.  You have drawn them in with your great content.  What next?  Make your call-to-action clear, highly visible and “above the fold” (don’t make them scroll down to read your offer).  Don’t leave it to them to contact you for further information.  Give them an easy form to fill out – resisting the urge to ask for more information than necessary – and a clear button to submit.  Keep drawing them to you by offering helpful, interesting and compelling offers that continue the conversation.

3.  Don’t End Up in the Trash/Spam Folder
You might be offering them the information that could save their job or their company.  But if your email gets automatically sent to their spam folder, they may never read it.  Follow a few easy rules in your subject line, and you will be sure to grab their attention – and stay out of that black hole called the Spam Folder.  Never use more than 45-55 characters in your subject line (this is roughly 5-7 words).  Include the offer – this is where you will “hook” them right up front.  Stay away from punctuation, all caps, and words like “free” “act now” and “credit”.  These will easily trigger spam filters.

A successful email strategy can have wonderful benefits.  By packaging what you know into valuable content, you extend an invitation to begin a mutually beneficial relationship with people who want to hear what you have to say, resulting in more leads, more exposure, and ultimately, more sales!