Email as a Marketing Medium

Email can be used as a powerful medium for targeting the potential clientele effectively. It provides you with a tool which can be used for marketing campaign. The content of the email should be designed in such a way to attract people otherwise it may be considered as a spam email which may not be beneficial for your email marketing campaign.

Some important considerations for your email marketing are given below:

Subject of the email

The subject lines of your email to the client are of utmost importance, they must get through the spam filters, be interesting and designed in a way that the recipient is compelled to open and read. Limit your email subject lines to a maximum of 40 characters and include the main features and benefits of your products. The content of the email must give a true representation of your product’s features and irrelevant matter must not be included in it. Try to avoid using common marketing words like free, opportunity, sale price, etc. Design multiple subject lines and use them to find the most effective subject line, and then use it for your future marketing strategies.

Use Feedback Loops

Feedback loops service is provided by the email providers to inform that your email address is being considered as spam mail by the recipients. To benefit from this service you have to register your email address with the email provider, which will provide you reports about recipients considering you as a spammer. Remove such recipients from your email addresses list.

Create Email Lists which are Permission-based

While creating web-based marketing programs for your business, include a click box in the sign up area to ask for permission to send emails about your offers and promotions. The email list thus created will be permission-based and will be read by the recipients, leading to more chances of business.

Email Content or Body

The content of the email should be easily readable, concise, to the point, and must highlight the main features of your products and services. Do not include lot of pictures or unnecessary details, which may cause the reader to lose interest or the main idea of your marketing strategy, may get fazed.

How Marketing Strategies differ from Sales Strategies

For a successful business operation marketing as well as sales strategies are important and require proper utilization. Marketing strategies are needed to increase your clientele by advertising and providing information about the business and the products and services being offered; while sales strategies help in closing the deals and thus provide revenue to keep the business profitable.

Many small businesses have a single person for both marketing and sales strategies but it is advisable that professional persons should plan and implement the specific strategies. This can only be achieved if you have enough finances available.

A few basic differences between marketing and sales strategies are given below:

·        The marketing strategies are concerned with providing information to your potential clients about the business in general, the list of products and services offered by your business, and the extra benefits the customer will get as compared to your competitors. Sales strategies are used for gaining customer orders which result in revenue generation.

In other words marketing strategies generate sales opportunities while the sales strategies convert these opportunities into actual sales and revenue generation.

·        Marketing strategies have focus on communicating with your possible customers and they provide information about products, services, and competitive edge over similar business owners. The methods utilized for communication are the use of brand name, advertisement, media releases, public relations, etc.

On the other hand sales strategies utilize their communication skills mainly to obtain agreement of the customers to purchase products and services to generate revenue. The communication mostly is individual to individual in person or by phone.

·        The strategies concerned with marketing and sales are different and the personality types of the persons dealing with them are also different.

The people working on marketing strategies prefer to handle matters related to effective communication, problem solving, and reaching out to clients in the local demographical area. The sales team is more adept at working on the individual client to close the deal.

·        The examples of the actual work concerned with strategic marketing are advertisement, creation of a website and its content, issuing press releases, networking, social get-togethers for product promotion, designing marketing materials, exhibitions and trade shows, and all public relation matters.

The sales strategies include work like making calls for sales, conducting sales meetings, making estimates about sales, hosting customers for sales oriented lunches and dinners, outlining the benefits of the products and services for the customers, etc.

Business Plan Preparation for Flea Market

A well thought out business plan is essential for all successful businesses. In order to succeed in a flea market business the plan should undergo constant evolution, this factor holds true whether you are just starting a new business or have been in operation for some time. Small Business experts agree on the importance of a continuously progressive business plan for success.

Some useful guidelines are given below for the preparation of a successful flea market business plan:

·                  Carry out Market Research about Flea Markets

Your research should begin with the interviews and discussions with other flea market business owners and shoppers in the area where you intend to conduct your business. Collect all the demographical information of the potential customers of the area like, age, gender, race or ethnicity, education, occupation, income, marital status, number of persons in household, etc. Obtain help for these interviews from family, friends or co-workers. Include brief summary of this gathered information in your business plan.

·                  Describe your Business

While preparing the business plan describe your business briefly with allocation of sections with titles, and include your ideas about promotion of your business differently from other competitors in the area. Your ideas should conform to the local demographical information which you have already collected and also write about the tactics and strategies to attract, satisfy, and retain your customers. Make separate sections for your plans about advertising and other promotional marketing measures. A section for obtaining all state or local licenses, leases, and other legal documents should be included.

·                  Write about your Management Expertise

The flea market business plan should also include your qualifications, special skills, experience in the fields of sales, management, customer service, and all notable achievements during your career. If you have partners, co-workers, or other members of management team, then write similar descriptions about their respective qualifications and credentials. Also mention the remunerations, percentages in the ownership of the business, or salaries of each member of your management team.

·                  Financial Details

Once you have researched the proposed area of your business, make estimates of expenditures, projected income, and approximate quarterly and annual earnings. It is better if you obtain the services of a chartered accountant who specializes in small business account management, to look after all the financial details of your business. 

·                  The Executive Summary

This is the final and most important part of your business plan. It should consist of the present status of the business, plans for future, and the measures to make the business successful. Also write the proposed business title, the site and location, and the products or services which will be offered to the customers.

Advantages of Technology use in Business

In this age the technology has advanced by leaps and bounds; it has affected our lives, lifestyles, and the whole concept of living. The technological advance has benefited mankind in every field generally, but here we will limit our discussion to the use of technological tools for the benefit of business.

When technology is used in business, the major benefit is increase in the production with resultant cost effectiveness and better revenue generation. Other benefits include operational ease, time saving, automation, etc.

Quick Decision Making and Time Saving

In the past when the only way of communication was the postal service, business owners had to wait for weeks or months depending upon the distance, before getting a response from their vendors, other business owners, or clients. The situation used to delay the process of decision making with subsequent slow business and less productivity. With the available technological means for swifter communication today, a business owner is able to communicate and make a decision on the spot. A lot of time is saved and the operational productivity is increased but the production costs decrease with better profits.

Less Paperwork

The use of technology has greatly reduced the amount of human effort and paperwork. Gone are the days when large registers, ledgers, account books, and files were maintained needing large storage areas and safety measures against theft, fire, or other disasters. Now all the contracts, files, records of sales and lists of customers can be stored easily and can also be accessed within a matter of seconds. A lot of cost and effort is saved, and there is no need of storage spaces to keep files and folders.

Easier Access to Information

The tools of technology have benefitted the businesses in numerous ways. The business or company can easily market their products or services for the prospective customers by using the web or various social media networking websites. Similarly online training programs are available for the business owners as well as their employees through online lectures and how to do videos. Technology also makes it possible to gather responses and reviews of the clients, and suggestions or comments from fellow businessmen.

Use of softwares

With the increasing use of softwares, the business owners are able to cut down the labor costs by using software applications for bookkeeping, sales, and other functions.

Online Collection of Sales Tax

A normal business which is located in a physical store has to collect sales tax as a usual practice. This tax is collected from the customers according to the rates specified by the local city, state, or at federal level. There are certain jurisdictions where both local as well as state sales tax are charged from the customers purchasing the products.

If you are running the business online then what will be the rate of sales tax; does it differ from that charged on customers buying from a physical store; and do both local and state sales taxes are applicable. The answers to all these questions will be described in the following paragraphs.

Online sales tax collection

It has been mentioned earlier that when you run a business from a physical store, warehouse, or an office, you have to charge your customers for all the local and state sales taxes specified in that particular jurisdiction. But in case you do not have a physical store or office, no sales tax is applicable.

 This physical presence in a certain area is known as a “nexus” in legal terminology. The definition of a nexus varies in different states but every state considers the existence of a nexus when the business is selling its products from a physical premises. If you are not clear whether your business is a physical presence or not, the revenue agency of the particular state can provide help in this regard.

When you do not have a physical presence in the state, you are not supposed to collect any sales tax from your customers. According to a 1992 ruling of the Supreme Court, if mail-order businesses or online business owners do not have a physical presence in the state, they do not have to charge their customers for sales tax.

For online businesses various online shopping-cart services are available for making sales transactions which include sales tax.

Sales Tax Exemptions

As an online business owner you should know that there are some states where no sales tax is applicable. They are Alaska, Hawaii, Oregon, New Hampshire, Delaware, and Montana. Similarly some states have tax exemptions on food, clothing, or other items.

Technological aids of an Online Business – Part II

This is the second segment of the article.

Listed below are a few more important technological tools and facilities which are an integral part of today’s online business and eCommerce.

Web-based Invoicing facility

For an online business you do not require elaborate accounting applications; instead you can utilize a web-based invoicing facility keeping your needs in mind. Such an arrangement will enable you to manage the accounts quickly and efficiently.

Remote Desktop Access

The use of technology has made it possible for the small business owners to remain in touch with their businesses while they are out of the office. There are various applications which enable you to remotely access the data on the office computer through your smartphone. You can not only look at the information but can also make any change or modification.

Screencast applications

Screen cast applications digitally record the computer screen; they help in creating a movie of the activity on the computer screen along with audio narration. Screencast applications are used to create specific tutorials, lessons, product demos, etc.

A large number of different Screencast applications are available and you can choose one which is suitable for your business requirements.

File Format Converters

During the course of conducting online business deals you may encounter some files or documents with graphics and audio/video components, which do not open. Such files need to be converted to another format by using file format converters. Many online services and soft wares are available which can convert any type of file to a desired file format.

Tools for capturing Screenshots

There are occasions when you need to take pictures of something on the computer screen in order to use them in your emails to customers, or to include in product manuals. Screenshots are basically digital images taken by the computer to capture the image being displayed on the visual output device such as a monitor or television. This image is captured by using installed software in the computer or an attached camera.

Some of the screenshot tools work with Screencast applications for the creation of product demos.

Help Desk Softwares

Help desk softwares can be utilized for the customer service and greatly help in your ability to respond to customer’s queries and needs.

Online Scheduling and Appointment Booking Softwares

Softwares of this category make your task easy by making schedules of appointments with clients, vendors, friends, etc. All the schedules are at one place and need just a glance to timely manage all your appointments.

Technological Aids of an Online Business - Part I

Listed below are some important technological tools and facilities which are an integral part of today’s online business and eCommerce.

Training for an Online Business

If you are establishing a web-based small business, it is necessary for you to have proper knowledge of the business as well as the various technological aspects associated with an online store. This knowledge can only be gained through training programs and education, which may require time and monetary expenses. For a business owner with limited resources this may seem a tall order.

The solution is looking for some free business training programs which are free and are offered online. By utilizing such programs you can enhance your knowledge at your own pace and in the comfort of your home or office. These programs are an excellent source of information and cover almost all necessary aspects of an online business.  

Free software

There are many free softwares which are available online and are suitable alternatives of commercial programs required for the promotion and management of online businesses. These free softwares do not cost a penny and are capable of fulfilling the small business owner’s requirements. A well known example of such programs is OpenOffice.org, which can easily replace all the components of Microsoft Office such as Microsoft Word, Microsoft Excel, Microsoft PowerPoint, etc.

Alternatives for Land-line Telephones

Modern technology has enabled small business owners to expand the limits of their enterprises beyond the office or store premises. Now the business has become mobile and can be taken anywhere by replacing old land-line telephones with the latest alternatives such as cellular phones, Voice over Internet Protocol (Voip), etc.

Teleconference and Web conference Facilities

A very important aspect of any business is the ability to connect and interact with multiple clients, co-workers, or employees, present at different places, simultaneously. Various teleconference services are available, some of them free, which provide an important tool for the small business owners to contact multiple parties anywhere and anytime they please.

Similarly some web-conferencing features are also available which makes it possible to contact multiple persons anywhere on the globe with the touch of a button.

Tools that Track Time

Various desktop applications, web-based tools, and online services are available which can track time. Small business owners utilize them for billing their clients on an hourly basis.

This is first part of this article; some more technological aids will be described in the second segment.