Rx Catering: A Long-Term Case Study on Video Marketing (Week 5)
The Holy Grail of Marketing
The email list.
That’s the next phase of the Rx Catering marketing strategy and Cheron’s going to get off to a great start with her email campaign.
Instead of starting from scratch, Cheron is going to start with almost 3000 subscribers by doing an export of email addresses from her customer management system.
Working Smart, Not Hard
Cheron has been active on social media for years, but she’s never done any email marketing.
Email is the simplest, most direct way to reach people, so those thousands of email addresses that she’s collected over the years amount to a huge untapped marketing resource.
With social media, you have to post and hope the right person sees it.
With email marketing, you’re guaranteed that your target audience will see your content because it’s delivered directly to their inbox.
Centralized Workload
A blog, combined with email marketing will consistently attract people to the Rx Catering website.
That means instead of having to post on multiple platforms and respond to comments on multiple platforms, Cheron can engage her audience in the comments section on her website.
That’s going to significantly lower Cheron’s time and energy burden when it comes to her daily marketing activities.
Search Engine Optimization
Having an active comments section on the Rx Catering website will help drive even more traffic because Google rewards active websites.
Weekly posts = active website.
Weekly posts + active comments section = really active website.
Combine that with the duration of time that people will spend on Cheron’s website because they’re watching videos that are 15 to 20 minutes long and what Google will see is a website that people visit for an extended period of time.
That’s the kind of website that Google likes to send people to.
Considering most people land on a website and leave within ten seconds, being able to keep people on her website for ten, twenty, thirty minutes at a time will put Cheron in rare standing when it comes to Google.
The Power of a Blog
It’s the most powerful marketing tool that most small business owners aren’t using.
Instead of trying to be on every social media platform and doing a poor job of it, think about what kind of content you could publish on a weekly basis that would deliver value to your target audience and keep them coming back to your website.
And you still get the benefits of social media. If your content is good, people will share it via email and post it on social media…all driving more traffic to your website.
Everybody Uses Email
Remember that.
Don’t get so focused on social media that you forget that EVERYBODY uses email.
Not everyone uses [insert social media platform, but everybody who uses the internet uses email.
How are you going to take advantage of that?
