By James Pruitt, Senior Staff Writer

How can we start potential customers on the journey down the “sales funnel?” For the uninitiated, a “sales funnel” is a marketing term describing the trip of a potential customer from prospect to buyer. As discussed in the previous article in this series, one “Golden Rule” prevails in email marketing. “Avoid spam.” 

So how do we avoid “spam” as email marketers? The most effective email marketing efforts channel is through voluntary opt-in. Examples might be newsletters, online classes, and games. The worst sin would be to purchase an email list, which some marketers do.

Nothing alienates quite like an unsolicited email. For this reason, the most successful marketing efforts piggyback onto existing online communities with an engaged user base. 

Choosing a relevant community sets the entrepreneur on a path to gracefully and unobtrusively distribute a sales pitch. Your own website might provide an excellent starting point. Web design should include mechanisms to collect email addresses from interested parties. Popular methods might include quizzes and surveys, which may also provide valuable information about your client base. Directing ads through social media may provide another outlet for your pitch.

Facebook, Instagram, and YouTube offer special methods for targeting audiences. Each of these platforms offers methods to harvest followers by engaging with relevant topics. A good email marketing campaign converts these followers into recipients of an email list. The importance of an email list comes from the control the owner can exercise. A social media platform can change its policies regarding sales pitches. These changes can interfere with your relationship with your followers. With an established email list, the relationship is between you and your client base.

After the establishment of an email list, marketers should maintain the interest of the recipients. 

First, don’t email every day. Business owners should ensure not to exasperate their audience or crowd their inboxes. This is what spammers do. 

Second, a healthy email list has relevant and interesting subject lines. The message should stand out amidst the flood of offers that crowd the typical inbox. Managing the inbox should involve refreshing the trove of marketing ideas and maintaining an evolving relationship that snatches the readers’ attention. In other words, keep them clicking. We want to keep our message out of the users’ spam or trash boxes. 

Third, the content itself should matter. Ongoing relevant content should stay within the bounds of what the recipient signed up for. Don’t email about golf when your base wants to know about basketball.

Fourth, as subscribers, the recipients should receive special perks and offers. These exclusives may include webinars, audio seminars, or special discounts. 

Email can be a remarkably cost-effective method for disseminating a sales pitch. However, due effort should separate your messages from the regular spam that regularly pollutes most inboxes. Effective strategies to create the email list should responsibly collect engaged users whose interests coincide with the goals of the business. Following the creation of such a list, effective email list management allows a business to control its message while remaining relevant to the user. 

VAMBOA, the Veterans and Military Business Owners Association hope that this article has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go-to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  

https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here: https://vamboa.org/dell-technologies/ 

By James Pruitt, Senior Staff Writer

Nobody likes spam. Unsolicited, undirected emails can undermine an institution’s credibility. SPAM floods most inboxes and leaves most Internet users wary of scams, frivolous marketing schemes, and other hobgoblins plotting to snatch innocent victims from the murkiest depths of the Internet. From top to bottom, good marketing strategies can transform a potential minor nuisance into a gateway for further interaction.

Emails can be directed to solicit either leads or potential clients. Business owners should ponder the relevant stage in the marketing process before investing in this form of directed marketing. In the end, the email should follow just the right channels, so that each message can speak to each member of the target audience in an individualized fashion that meets their specific needs.

(1) The Subject Line

First impressions are the best. Marketing experts sometimes advise as much effort into the subject line as the rest of the content. The subject line distinguishes the email’s relevance and importance to the reader. 

The user should be on notice of the content of the email from the get-go, and that the sender values their time.

(2) The Target

The marketer should choose the email recipients carefully, and the content should speak to the target audience. Consider (1) the stage of the marketing process, (2) their demographic and personal profile, (3) and their needs and problems. 

(3) The Hookwhat 

A personal connection draws the audience further into the conversation with the marketer. A “lede” in the journalism world (the opening sentence or paragraph of a news article that summarizes the most important aspects of the story) puts the reader on notice of the relevance of the news story. Similarly, the opening sentences of an email should draw the reader into the marketing proposition.

Some marketers combine their messages with updates and notifications about relevant special interests or industries. Newsletters to existing customers might provide forums to share ideas for partnerships. 

(4) The “Call to Action”

Once the subject line and the “lede” have established relevance, a “call to action” lays out the next steps. The “call to action” may solicit any of a variety of activities. Perhaps the goal of an email is simply a “like.” Maybe the sender hopes to sign up new subscribers to a newsletter. Maybe the goal is a website visit. In many cases, the marketer’s goal is an outright sale.

Never stop respecting the target audience. Overall, the email’s proposition should respect the viewer. Assuming the use of marketing emails, the content of the email should, in the end, provide something of value to the audience 

Google Analytics can slowly give a sense of the level of engagement with target audiences. However, as a bottom line, respect and a sense of genuine mutual connection generally build the kinds of foundations that businesses need. 

Skill and craftsmanship get a marketing email into the right in-box. However, marketers should never forget respect for the client. Never forget the right symbiosis between the marketer and the target audience. In the end, an economic bond never follows outside some sort of personal connection.

VAMBOA, the Veterans and Military Business Owners Association hope that this article has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go-to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here: https://vamboa.org/dell-technologies/ 

By James Pruitt, Senior Staff Writer

Unused talent broils at the edges of the economy these days. With the labor participation rate at an all-time low, who might we find excluded from the labor market now? Examples may include all manner of artists, craftspeople, and even talented scavengers. Any number of people who can’t reach the right people in their marketing efforts.

Online marketing presents a solution. However, even the best merchants and craftspeople may feel intimidated in the process of developing an online marketing strategy for what may seem like niche enterprises. 

The first step may be an online presence. However, an actual “online checkout site” drastically increases user-friendliness, and certainly builds confidence on the part of any customer. Many online tools can facilitate the creation of an online store. Web creation tools such as WordPress, Etsy, and Godaddy can make all the difference.

The initial process of mastering the basics of web creation can be challenging. For example, remember that your “online store” will look different on tablets, phones, and even different browsers on desktop computers. Selecting and mastering proper themes on web-creation applications can make the difference between a navigable “online store” and one that looks messy and unprofessional.

Also, remember that behind these web-building applications are programming languages such as HTML, CSS, and Javascript. Web building applications allow modification of the underlying code as an option, but these modifications are sometimes not recommended. These applications update their plugins from time to time, which updates the code while, sometimes, overwriting any changes you have made.

As for the design of a checkout website, several considerations can optimize engagement with customers. 

First, business owners should keep their checkout sites simple and easy. Simplicity facilitates engagement directly with your product and builds confidence and trust in your capabilities. The internet abounds with “rogues’ galleries” of terrible web pages that could make you go blind. Such websites tend to be gaudy, busy, and overwhelming. Don’t be “that person.”

Second, carefully research the payment process, and ensure the checkout page accommodates each likely option. These options may include fingerprints, QR codes, and paperless checks, as well as any of a variety of credit card options. Increased payment choices make for more satisfied customers, provided the site remains pristine and uncluttered.

Third, progress bars help the checkout process. Especially mobile customers may appreciate this user-friendly feature to ensure the progress of their purchase.

Fourth, the best checkout sites feature popup and autofill features to ensure seamless transactions. “Popup” in this case does not mean “popup ads.” “Popup” means the fields should populate as the transaction progresses. 

Fifth, ensure wise messaging procedures. Once a customer proceeds with a transaction, the messaging ensures trust and provides the customer with documentation. A customer should get a receipt in their inbox immediately.

Many talented professionals lose their place in the economy simply because they don’t know how to market their products online. Even professionals who do have a website sometimes haven’t established an “online marketplace”. Creating such a website may present a challenge but can easily change the game. 

Never underestimate the investment with the time and energy to learn to use website-building applications. Such a project can cement your status as a professional and help launch your aspirations.

VAMBOA, the Veterans and Military Business Owners Association hopes that this article has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  

https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here: https://vamboa.org/dell-technologies/

By James Pruitt, Senior Staff Writer

Even the best inventory management sometimes doesn’t prevent stock from backing up. For example, economic fluctuations and weather changes can back up the supply chain.

Entrepreneurs have many routes to sell off excess merchandise. Each route may depend on the state of the product. For example, perishable goods require safe disposal. In cases where the days of the product are limited, quick offloading strategies may include giveaways and rewards programs to loyal customers.

However, other sorts of goods may retain value even while accumulating cobwebs in storage space. Examples may include jewelry, cooking implements, tools, and auto parts.

The best options may include (1) online sales, (2) redirected marketing, (3) bulk discounts, (4) product bundling, and (5) liquidation to peer companies. 

(1) Online Sales

Posting excess products online brings exposure to a wide range of markets. Someone may need exactly what you may find worthless.

Remember that terrible ET video game from 1982? Most of the excess inventory ended up in a landfill. These days, workable cartridges can sell for over $1000. Buyers may include not only collectors of vintage arcade games, but even people simply willing to reverse-engineer the surviving game cartridges just to figure out what the original software engineers were thinking.

Car parts are another example. Restorations for certain older cars may require specialized parts, and online sales might provide the right match between seller and buyer.

The point is that someone, somewhere, likely has a use for your excess product. Careful research may reveal the right channels.

Excess inventory may provide the motivation for developing your business to include an online store. Setting up an online site these days may be surprisingly quick and easy. Even basic web-builder software such as WordPress can provide the right tools. Websites such as Godaddy.com and Etsy.com can also facilitate e-commerce.

(2) Redirected Marketing

In many cases, a small company may find itself with staff geared toward promoting certain products over others. The flagship product may sell out prematurely, leaving behind excess other products.

While most appropriate for retail stores, the practice of double or triple-exposing merchandise may garner more attention from shoppers. In other words, business owners can show a product in multiple places throughout the establishment.

(3) Bulk Discounts

Companies with too much product should consider marketing in bulk. Such discounts can range from buy-one-get-one-free deals to progressive discounts for increasing amounts of products. In other words, as the consumer buys increasing numbers, the discount may progress from thirty percent to forty percent to fifty percent, based on volume.

(4) Product Bundling

In some cases, one product sells like hotcakes while another product lingers. In such a case, merchants can bundle the hotter product with the slow mover for a slightly higher price. Many consumers will appreciate the bargain, especially if one product can enhance the functions of the other.

(5) Liquidation Sales to Other Companies

Many websites facilitate offloading of excess products between companies. These sales provide a discount to peer businesses while relieving others of bulk, freeing up storage and maintenance costs. These sales provide the best option when sales at a high per-unit price are less of a consideration. Consider BoxFox and Liquidation.com as viable online forums for such transactions.

This list is by no means exhaustive. Other creative tricks have included giveaways and incentive programs to loyal customers. In sum, business owners should tailor their downsizing practices to the type of product and the circumstances of the business. Proper use of a company’s assets requires creativity, as well as an understanding of key niches in the market.

VAMBOA, the Veterans and Military Business Owners Association hopes that this second article of this two-part series has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

By James Pruitt, Senior Staff Writer

Vast deposits of excess stock can leave small business owners bewildered or perplexed in the wake of a “failed” marketing attempt. Remember, excess inventory generally has some value to someone. However, prevention generally spares entrepreneurs storage expenses and manufacturing costs. 

Whatever happened to the Avon Lady? Multilevel marketing schemes are back with a vengeance. These companies can famously leave a garage full of excess merchandise. But what about the tribulations of small business owners who manufacture their own products?

As a general principle, unused products are a liability for small businesses. Such products gain the moniker of “deadstock” after collecting cobwebs in the back shelves of warehouses.

The Pandemic has brought fluxes in inventory to all sectors of the economy. Supply chain disruptions have plagued the worldwide economy since March of 2020. Skeleton crews on all fronts have left companies alternately oversupplied or undersupplied, even as demand has mushroomed since the early part of this year.

Inventory shortages are nothing new. First, demand fluctuates naturally due to a variety of market forces. Fashions move forward, circumstances change, and consumer needs oscillate accordingly. 

Second, businesses sometimes rush to meet demand. In the process, quality may suffer, leading consumers to search elsewhere. Over-eager business owners sometimes churn out subpar products to meet demand. The result leaves the owner in the lurch for storage and disposal. No one wants a trove of shoddy “skinny jeans” manufactured in 2008, especially in 2021.

Third, some businesses may lack effective inventory management systems. Internal operations may well disrupt a good balance between different types of products. Good online inventory management programs may include Fishbowl, Netsuite, and Quickbooks, although options for businesses are vast, and may include proprietary options as well. Also, consider the everyday operations of a company outside the computer system.

Fourth, the business may be marketing one product at the expense of another. Marketing resources may gravitate in one direction, based upon the expertise or biases of the company staff. Leadership on hand may know more about one product than another. Sometimes leadership and staff simply prefer one product over another. Such cases may simply present a human resources challenge.  Enthusiasts of one type of product on the marketing front may compensate for an oversupply of fans of another.

Finally, one person’s trash is another’s treasure. Remember that disastrous ET video game from the early eighties? Most ended up in a landfill. The landfill was excavated, and some collectors of vintage arcade games paid over $1000 for cartridges of a terrible but historically significant video game. Even in most cases of overstock, hope remains.

Best practice avoids excess supplies of unmarketable products from the outset. However, as with most of life’s problems, excess inventory is often unavoidable. With the resurgence of multilevel marketing, overstock has reached new levels in some quarters. However, certain business practices have long resulted in inventory imbalances, even before the Pandemic. 

In Part I of this two-part series, we examined strategies to prevent excess deadstock, to begin with. In Part 2, we will examine strategies to dispose of excess inventory, online and otherwise once such stock inevitably accumulates.

VAMBOA, the Veterans and Military Business Owners Association hope that this article of this two-part series has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:  https://vamboa.org/member-registration/

We also invite you to check us out on social media too.

Facebook:  https://www.facebook.com/vamboa

Twitter:  https://twitter.com/VAMBOA

Do not forget that VAMBOA members receive significant discounts on technology needs.   Check them out here: https://vamboa.org/dell-technologies/