How Can Email Marketing Help My Business?

You simply can not have a good online marketing plan if you do not involve yourself with email marketing. Email marketing, when done correctly, will enable your business to attract new customers, keep existing ones, upsell, cross-sell and cut costs. Let's take a look at some of the specific ways that email marketing can help your business.

It Allows You To Automate Your Business

If you're running a small business, you're probably busy doing lots of different tasks. An email marketing autoresponder acts like your silent salesperson who works for you 24/7. If you have offered something for free in exchange for somebody's email address, your autoresponder can send it immediately. Or, it can instantaneously send a welcome message as soon as someone joins your email list. It would be impossible to do this manually.

An autoresponder allows you to automate your email messages to your customers, leads and prospects. This means that messages that are educational, standard (like thank you messages) and more are created once and sent to each person when appropriate.

You Can Provide Value To Your Subscribers

When you use email to contact people who have signed up to receive your messages, you can reach out to them 24/7. This means that you can provide serious value to your customers' lives by sending them information that solves their problems or makes their lives easier. The more value you provide, the more likely they are to want to buy from you.

You Can Get To Know Your Audience Better

The best thing you can do for your business is to understand your audience backwards and forwards. The more you know who you're crafting emails for, the better you can word everything to get the response you want. Your email marketing autoresponder software will provide you with information on who opens your messages and who clicks the links.

Your Email List Is Your Greatest Asset

As you build your list of email addresses, it becomes your greatest asset. These subscribers are the people who have bought from you or have expressed an interest in your business. You need to develop a relationship with the people on your list and regularly provide them with value. This way they will see you as an authority in your niche. From the emails you send out to them, they will start to know, like and trust you and then be more inclined to buy from you.

Traditional Marketing – An Introduction to Offline Marketing – Part 1

The Art of Marketing as a whole

Marketing is the process of establishing which products or services that might attract certain customers, and then determining what strategy to use to promote them. This mutual procedure is intended to create value for customers and build strong customer relationships in order to obtain trust and recognition within a business. The main purpose of marketing is “to attract” a target audience or specific individuals who are interested and want your product or service that you offer. That then leads to the primary goal of any business which is to ultimately make sales, or in other words, “to sell”.

While referencing to customers, it can be said that they are the main focus of marketing activities. It is pertinent to ALWAYS do these three key things:

  1. Identify the customer
  2. Maintain the customer
  3. Satisfy the customer

With these key factors in mind and the impact that advertising has on the potential success or failure of a business, it is correct to say that marketing in general is one of the most vital pieces of the business world.

Traditional Marketing

Traditional marketing is also referred to as “offline marketing”. The term traditional simply means the “passing on” of something, such as beliefs, customs, or practices. So when you think of traditional marketing, you should comprehend that it consists of techniques and strategies that have been used for a very long time. In addition, you can think of its relative term, “offline marketing”, as any method or means of promotion that does NOT include the internet.

Traditional marketing mainly focuses on the company and the product, as where online marketing centers on the customer and their interests. So basically, you would use traditional marketing to expand your business and strive to distribute your product through the three main geographical levels (local, regional, national) and ultimately worldwide. There would apparently be less focus on the actual customer and their needs although some might disagree with this logic.

The Four Ps

The four Ps, also known as the “marketing mix”, was developed by Jerome McCarthy after the term became widespread in the early 1960s. The four Ps are the four essential ingredients of marketing. They incorporate the following:

1. Product – All businesses revolve around a product or service. You must first develop a unique and quality product or service that you intend to sell. Here are other aspects:

  • Brand name
  • Purpose
  • Style
  • Safety
  • Packaging
  • Support
  • Warranty

2. Price – Second, you should investigate the price value of your competition (if any), and then determine the cost of your own product or service that’s both affordable and will earn you revenue. Other things to consider are:

  • Discounts
  • Types of payments
  • Seasonal pricing

3. Place – Third, you have to decide how you will distribute your product to the customers or where you will offer your service. More decisions to be made include:

  • Market coverage
  • Inventory management
  • Warehousing
  • Distribution centers
  • Order processing
  • Transportation

4. Promotion – Lastly, the marketing and campaign portion comes into play. You must determine who you will market to and what advertising methods and strategies you will use to acquire potential prospects. This is the most important piece of the marketing mix and can make or beak a business. Additional things to take into account are: 

  • Workforce
  • Publicity
  • Marketing budget

All four elements of the marketing mix must be completed and well thought out before you can think about starting any campaign for your product or service.

Is traditional marketing beginning to slowly disappear?

Traditional marketing is becoming a lost element in the business world. Many people are now marketing their businesses online as the number of internet users grow substantially every year. To give you a quick insight, there are currently over 1 billion people who use the internet today. I mean how can the offline market even compete with that? But just because a new revolution has arisen doesn’t mean the old ways are no longer effective. Traditional marketing can still produce plenty of customers and lead to major profits if it is used correctly. So don’t think that you should just market your business only on the internet. The idea is to incorporate both online and traditional methods to see maximum results.

Things to remember

The crucial points to keep in mind is that in order to achieve success in the business world, you must always do the key three factors of identifying, maintaining, and satisfying the customer and you have to constantly fulfill the four Ps of the marketing mix. The more often and the more effective you complete these two tasks, the higher amount of profits you will see yourself earning in your business.

About the Author

Frequently Asked Questions About Becoming a Private Investigator

How do I become a private investigator?

That's a complicated question with several parts that greatly depend upon in which state you plan on working. You have two options; You either work for a licensed private investigations agency or you go to work for yourself and obtain your own PI company license. Either way, you there are two considerations you must address at some point:

The first consideration is licensing; All but only a competent of states require a state-issued license to be a private investigator. Each state has different background, education and experience requirements that may vary from simply attending a state-approved training course to pre-licensing education, exams, years of work experience and obtaining a sizable professional liability insurance policy with "errors and omissions" coverage. To make matters just a little more confusing, there are some cities that require private investigators to either register or obtain a municipal license in states that do not otherwise require them.

The second consideration is training. Private investigation specific training is the most important investment you can make in yourself! Since most new PIs do not have the ability or are not ready to start up their own investigations company you will most likely be looking for employment with an established agency. As an owner of an established and well respected detective agency I get resumes all of the time; The first thing I look for before considering a candidate is to ask the question, "How has this person invested in themselves before asking me to invest in them?"

What if I Do not have the minimum experience required by the state to obtain my own company license? How will I ever break into the industry?

If your goal is to personally own your investigations agency, no problem … every state that requires experience also has a program in place to see that new investigators have access to eventually obtaining their own license. For example, in Texas where we hold an agency license those who are too new simply go to work for an established company until they have the required number of hours to be able apply for their own license. In Florida (where we also have an agency license) they specifically provide internship licenses. Again, every state is a little bit different but thousands of successful private investigators are working today and tens of thousands have come before us; We all had to get started someplace … you can too.

Also, consider your own background and employment related experience carefully some of it may apply. I have known loss prevention agents, security guards (in particular roles), accountants, firemen, bail bondsmen, alarm installers, teachers, and even a librarian use their previous employment experiences to apply for their own agency license.

What type of training should I be looking into?

Any amount of training is great though most PI companies do not place a whole lot of credibility with the courses from PCDI, Harcourt, and Thompson Direct. You could honestly do much better and at less cost.

Instead, look for academies or training programs that have been created by private investigators. Who knows better about what a new or an aspirating private detective needs to know than an investigator who has been in the field for a reasonable amount of time?

Also … look to see that the sponsoring company is active in the industry as well. Are they still providing regular private investigative services to a robust clientele? It's sad, but many PIs who wash out over a very short period of time in the business look to teaching. In reality, you will learn very little from those who could not make it themselves; Success breeds success!

Lastly, I have a little secret I would like to share with you …

Look over the education provider's entire website and see if you find boastful claims or where the company is bashing other educators. This is a very tight-knit industry and you will find that students who complete training programs from educators that spend time "bad mouthing the competition" have a terrible time getting a break simply because of the animosity created through their educator's use of negative advertising. I know that seems irrefutable but it is a reality in this business. This does not mean, however, that you should dismiss the negative press but the first thing an excellent private investigator learns is how to evaluate a claim, identify the source and make a judgment based on additional facts and research. Some statements will have merit while others will not; It's up to you to make that decision.

What is the difference between a private investigator and a private detective?

Nothing. The terms are used interchangeably but some states choose to use the term "detective" while most use the term "investigator."

I really just want to help my friends and family to find old friends or people who owe them money. Do I need a PI license?

That's a great question. Generally speaking, in those states where it is a requirement you will need to obtain a license if you hold yourself out for hire or accept payment from another person or business and participate in or provide the following services:

O Surveillance

O Obtaining or furnished information related to a crime or the identity, habits, business, occupation, knowledge, movement, location, affiliations, associations, transactions, acts, reputation, or character of a person, group or company.

O Securing evidence for use before a court, board, officer, or committee

O Locating or recovering lost or stolen property and unclaimed funds.

O Determining the cause or responsibility for a fire, libel, loss, accident, damage, or injury to a person or to property.

Some states may specifically include such things as service of process, bail enforcement, personal protection and genealogical research under those activities that require a private investigator's license as well.

Do I have to have a degree in Criminal Justice from a college or university?

No, though some states may accept a degree in Criminal Justice, Administration of Justice or Police Sciences in lieu of the minimum experience requirements. One recent study conducted on behalf of the Virginia Department of Justice concluded that almost 57% of all private investigators do not have a college education.

If I do not have a college education do I have to have a background as a police officer or other law enforcement related profession?

No. Most private investigators do not have a law enforcement background before entering into this industry. It is true that many private investigators may have once had a career in criminal justice but the bottom-line is that private investigation and law enforcement is very different and my experience has been that very few who make the transition from law enforcement are prepared for this Type of work, either technically or creatively, on their own. Most of them recognize this and seek industry specific training as well.

What type of person makes a successful private investigator?

This business requires a rare blend of logic and creativity; It's rare because logical people tend to not be very creative and vice-versa.

I would say that any successful detective must first have the ability to communicate. This means that he or she must have the ability to connect with people of all walks of life, regardless of economic status, ethnicity or education. It also means that the investigator must have the ability to clearly present a simple fact or a complex inquiry in writing. The end result of an investigation is the investigative report, which is given to the client upon conclusion of the assignment; This is especially our work product. If you can not write reasonably well, your reputation will certainly suffer as a result.

Secondly, great investigators have a burning desire to answer any question that is put to them only after a careful and determined effort to identify the facts and circumstances that contribute to a complete and unbiased explanation. We are in the business to provide facts, not opinions; We let our clients draw their own conclusions from our report. Oftentimes in order to get to those facts, we must be relentless in our pursuit of information. This is where logic meets creativity. Dead-ends often only require a different approach!

Lastly, I believe that every investigator should possess a varied set of experiences and knowledge. One characterization of the private detective industry I can make is that by and large we represent a vastness of experience, skills, and trades. One of the most accomplished investigators I have ever metlisted "Mom" on her resume. When she decided to become a private investigator she had no appreciable skills that she could put in her resume but through her own experiences she had developed an intuition that was almost never wrong and she could simplify complex problems into there most basic parts. I have personally hired a plumber, building contractor, car salesman, and a host of other seemingly unrelated career types into my own company, CompassPoint Investigations, because they had certain intangibles that made them great in this business!

The bottom line is that anyone can train to become a wild successful private investigator, just like one can train to become a barber or an attorney, but an aspiring detective has to bring some things to the table that can not be easily taught: creativity, logic , The ability to communicate and an insatiable curiosity!

I have a criminal conviction in my background from many years ago. Will this affect my ability to become a private eye?

Every state that requires a license to be a PI also requires a background investigation as a part of the licensing process. I believe that a felony conviction will be an automatic disqualification in almost every instance (although I know a felon who has a PI license issued by the city of Columbus, MO.), While misdemeanors may be considered depending upon the crime, its seriousness and The amount of time that has passed since the conviction; Again this will vary by state.

Will my military discharge affect my ability to become a private investigator?

In some cases a discharge that is anything but honorable may prevent you from becoming a PI. Just as in the answer to the criminal conviction history above, some states require PI applicants be free from negative military discharge classifications- Bad Conduct Discharge, Less than Honorable or Other Than Honorable service characterizations are grounds for denial of a PI license in several states and Jurisdictions.

Perhaps the Florida Division of Licensing put it best: "Private investigators and private investigative agencies serve in positions of trust. Untrained and unlicensed persons or businesses, or persons not of good moral character, are a threat to the public safety and welfare. Investigative industry is regulated to ensure the interests of the public are adequately served and protected. "

Can I just specialize in a particular type of investigation or will I have to do the surveillances and cheating spouse investigations too?

I absolutely recommend that investigators find their niche and specialize in only a few types of investigations! There are several important reasons for this, which I discuss in my training programs, but it can be summed up this way: when you are the most notable investigator in your region of the country for a specific type of investigation, you will find additional additional Opportunities to make a lot more money than if you advertise yourself as a "jack of all trades." This has been proven across the country time and time again and is a major topic of discussion in our coming private investigation marketing manual.

What types of assignments do private investigators typically take?

Wow, the options are endless and the subject really describes its own entity section! I have listed the most obvious types of private investigator assignments in an article you can find by going to my Articles Page. I will eventually briefly describe each type of investigation in the next couple of weeks. Continue to check in as we are constantly making additions.

What type of investigation or specialty assignment pays the most?

I do not know that anyone can answer that question definitively, but I will say that surveillance is typically the most lucrative type of assignment a private investigator can get because it is solid, billable, blocks of time. I am aware that there are particular types of investigations where investigators are making anywhere between $ 300 and $ 500 an hour for activities like forensic computer evaluation, security consulting, automobile repossession, and a few others specialties. I personally have made $ 10,000 in an hour on several occasions in 14 years doing bail fugitive recovery work, those types of paydays are few and far between. Overall I average almost $ 150 an hour while engaged in bail enforcement, not too bad by most people's standards, though many investigators just do not have the stomach for that type of work. It can be extremely dangerous, it is a very competitive field and you get paid only if you can complete the case.

Is private investigation dangerous work?

Obviously, there are some PI jobs that are more dangerous than others like contractual repossession or bounty hunting but, generally speaking, private investigation is not a dangerous job. We all have heard the stories of PIs getting spoken while on surveillance by an irate cheating husband or being chased out of a yard at the business end of a shotgun while serving a subpoena. Most episodes of Magnum PI had Tom Selleck dodging bullets, too. Certainly, scary things can and do happen on rare occasions but like all war stories, the ones that seem to get a lot of attention play out more like fiction than reality. Safety is always at the forefront of every trained investigator's mind.

Five Qualities Ensuring Marketing Strategy Success

Marketing is itself a strategy and so no marketing plan is completely fool-proof. There are some qualities that must be met to be able to consider it effective and this will help in converting customers to make marketing successful. A marketing plan is a frame work that must be followed to transform into a killer strategy. Here are five qualities proving its capabilities in the marketing strategy.

Focus on the product

Product focus is not simple as it always is focused towards the market. The product varies in demand depending on the age, gender and trend. In case it is about clothing, then women in 50s if they are working would prefer formal, quality and semi formal dresses, while the youngger adults may have a different focus on the product. In case you also have shoes to offer, you can help women show how they can look tall and in this way this will include shorter women who would love to gain height, so your marketing focus widens more effectively.

Focus on the market

The market focus should be defined. It is impossible to please everyone and if you try doing so, you are going to be under severe pressure and ultimately result in losses. Focus on the market fashion, but decide first if your focus is with male or female and without fail consider the age factor. By focusing on the market you will see the likes of your target audience. The other factors worth considering are the purchasing power of your audiences. If you find there is a diverse taste, set your goals by dividing, choosing and conquering the market.

Have measurable information

Anything to be marketed should be quantifiable and must be ideally in numbers. Include all the details, major and minor as detailed information has a crucial role in marketing. A strategy is a must for any good marketing plan to see success. The plan that is the marketing strategy should be measurable to know the ROI. If your business is new, you can have both marketing plans, short and long. They can be interconnected. However, ensure the goals are attainable.

Accountability and responsibility

Marketing strategy is about being accountable and this in combination with responsibility alone paves way to success and to achieve better results. Marketing plan fails to work in groups than individuals. It is best for each individual to have a specific task and to bring good results. At the same time paying attention to individual's accounting helps you keep a vigilant eye on their handling of responsibilities. Without fail reprimand the failures and do not forget to reward the achievers. A perfect marketing plan requires absolute involvement that one must be committed to it. Each person should know their job and also should be aware of the consequences.

Reviews

A marketing strategy is a planning process and an effective marketing plan handles everything from tracking performance to setting goals and measuring the units quantifiable. However, regular reviewing and revision is essential. Do not wait until the last day, keep reviewing regularly and change the plans in-between if essential.