Is Ezine Marketing Dead Or is it Still a Viable Option For My Business?
Ezines help you establish yourself as an expert in your field. When current and prospective clients receive your ezine filled with helpful information that is relevant to their needs, desires, and interests, they will begin to regard you as a source of information. Not only that but when they have questions or needs, you may very well be the first person that they call on for help simply because you obviously know your stuff and because your regular contact puts you foremost in their minds.
Ezines are also still an amazing marketing tool. They put your ezine company and your products or services in front of customers in a non-threatening, non-obtrusive way. You create a community with your clients and prospects by involving them in industry news and even more if you ask for feedback and offer a question and answer column.
Lastly, ezines offer you a regular method of putting new offers or a new product or service information in front of your customers and prospects. You don’t have to wait for a ezine issue to make them aware. You have their email, sending out a supplemental ezine with information or offers just for subscribers is a great way to sell. Podcasts, audio, and video marketing and blogs are all popular mediums, still nothing beats the opportunity to be invited into your customer’s email box on a regular basis.
According to the Kelsey Group, 70% of U.S. households use the internet as an information source when shopping for products and services. In fact, according to Jupiter Research, having a website is imperative in the dialogue between retailers and consumers. They estimate that online sales are only 5% of the total retail market but about 30% of retail sales are researched on line prior to purchase.
What does this mean to your company?
Well it certainly means that you need a website but even more than that, it shows just how important an e-Ezine is to your marketing campaign. Why do you need both? They both provide your customer with information about your company. If done correctly, they both entice your customers to purchase your products and services. In fact, if you provide your customers the ability to purchase on-line then your website goes one step further than a Ezine ever could.
How Can an Ezine Benefit Your Company?
Ezines build credibility by providing potential customers with valuable information on a timely and consistent basis but they’re also an integral part of your marketing campaign. While your website offers valuable information about your company, your products, and your services; your ezine can delve deeper into your buyer’s concerns, interests, desires, and needs.
Your customer might go to your website to find out what products you offer but your ezine can show how a specific product can benefit a certain area of your customer’s life. A manufacturer of roofing products for the construction industry might detail their products and benefits on their website but a ezine article could detail how a particular roofing product could speed up actual construction time and thus lower the overall job cost saving prospective clients time and money.
Ezines can build customer loyalty. Despite the vast number of ezines pouring into in-boxes on a daily basis, people enjoy being part of a community, being kept informed, and being valued as a customer. Sending your valued clients and prospects regular updates and offers on your products or services as well as information to better their lives, involves them and brings them into your corporate community. Moreover, if you provide a question and answer feature in your ezine, it shows them that you value their concerns.
How can my Website and Ezine work together?
On the internet, there are two crucial methods of acquiring sales, the first is to generate traffic to your website and the second is to convert your website visitors into customers. While your website may drive traffic to your store or business, your ezine can serve to drive traffic to your website in a variety of ways.
Ezine Archives and Search Engine Optimization. When potential customers begin their research process they often start with a search engine. An archive of ezine articles that match their key words brings them directly to your website where they may read the plethora of articles that you have on the relative subject matter. The longer that you keep this potential customer at your site, the more likely they are to make a purchase.