Companies spend a lot of time and energy on raising money. Getting funded generates a feeling of validation for the product; it signifies confidence in the product by the investment community. If calm and sobriety are absent in management, the company’s vision gets diluted in a false sense of assurance that money will solve everything.
During pre-funding, the focus is often entirely on how to raise capital to the extent that the company goes through a vacuum of direction soon after funding. The following tips are on how to stay on course during post-funding:
It is tempting to start firing on all eight cylinders once there is money in the bank. Having promised your investors growth, the first impulse is to start hiring. However, Inc. advises against this, citing the need to take at least a month to reorganize priorities, adapt, and figure out the next steps.
Prior to getting funded, most companies hire a generalist because they cannot afford specialists. However, during the growth phase, the company needs skilled staff who focus on one task and do it well rather than employees who can do multiple jobs. These specialists know exactly what solutions/services will produce growth and will save the company a huge amount of research time. Specialists are also open to learning about new products and solutions that fit within their niche set of skills.
The assumption that a professional will figure out their job is erroneous and destructive. While a specialist’s job is to focus on a singular aspect of the business, it is crucial to help the team keep their sights on the goal and vision. To this end, schedule regular meetings to discuss the implications of raising capital and the steps moving forward.
Managing financials is often a distraction for a company that is not in financial services and while doing them yourself is inefficient, not doing them is not an option. Therefore, hiring a professional accountant or ensuring existing staff has “ramp-up growth” experience is necessary to keep track of financial performance and provide investors with specific financial information.
Remember to consult with your investors when making tactical decisions, and track business performance using open dashboards.
As always, Lead411 tracks recently funded companies. These companies are 10x more likely to be adding solutions/services that you may offer. They are also more likely to hire and utilize a number of different professionals to help them grow. To learn how you can access this data and make a warmer connection to recently funded companies, sign up for a product tour today!
These days, everyone’s phones are always in their pockets buzzing with email alerts, so email marketing can reach even more people than any other type of internet marketing. Because of this increased reach, you’ve decided you want to try an email marketing campaign. Congrats! Now what? Here are some writing tips for marketing emails that will get you the most traction.
1) Personalize your email – People love feeling special, so make that marketing email special. When you personalize your email, don’t just use Hi . Personalize it with as much information as you can, like congrats on your new position if they were recently promoted or I see just closed another round of funding. It shows you did your homework and your reader will respond by clicking your links.
2) Have a clear action item – Speaking of what you want your reader to do with your marketing email, have a plan for that. Don’t waste your reader’s time with pointless text. Give them a way to interact with your company, like clicking for a free download, using a new coupon code, or taking a fun survey on your website. Give them something fun and/or useful in exchange for their time.
3) Be a real person – When you send out a marketing email, make sure the address it comes from contains a person’s name instead of some cold, impersonal business word. You want your reader to connect with you on that individual level, and you can’t do that hiding behind email@example.com.
4) Say what you mean and mean what you say – A big part of a successful email marketing campaign is helping your target market to trust you. To build trust with your readers, you need to be up front with them. So be clear when they sign up that they will be receiving marketing emails that are selling something. Just make sure you deliver something else useful along with your sales pitch, like a clever tip or discount.
5) Use the power of empathy – You want your readers to think of your brand as a friend, so you need to act like a friend. Show your support and empathize with their struggles. Show them that you understand their unique challenges in life, but then tell them how your services or products can help them solve their problems.
That’s the big secret to writing better email marketing campaigns–be a real person connecting with another real person. Don’t be obvious, cheesy, pushy, or creepy. When you connect with your customers on that personal level, you’ll be surprised how easily success will follow. If you need help crafting the perfect email marketing campaign, don’t be afraid to ask an internet marketing expert for help.
Building the perfect post-subscribe email autoresponder is a step many businesses often overlook when it comes to lead conversion. Email autoresponses are almost an afterthought for many brands, mainly because they forget the power it could potentially wield to turn a browsing prospect into a loyal customer.
However, following some easy tips when it comes to building the perfect post-subscribe email autoresponder will help turn that around, and ensure that prospects are able to become customers with ease.
1) Offer valuable content without wasting time
Many customers lament about the arduous process of subscribing to emails, with many giving up right away if they spend too much time trying to access content. Businesses are able to make the actual process of subscription easier in the moment, but overlook how to keep the efficiency after the customer has given their email address.
The autoresponse following subscription should offer prospective customers an easy way to access valuable content, while making it easy and fast. Avoid creating confirmation pages, asking detailed personal information and multiple steps all in one fell swoop. Instead, give customers the options and tools to provide this information at a later time for a more customized experience in the autoresponse and use the latter to engage customers within your brand.
2) Establish trust with your tone of voice
A well-crafted autoresponse is able to differentiate your brand from the rest among your customer base. Use the autoresponse as one of the first points of contact with your prospective leads, and leverage that to build trust and a relationship. Instead of opting for usual robotic language within the response, craft a message that will resonate with audiences and cement your place in their mind.
Most people are easily able to differentiate a personal email from an automatic one, and creating a message that conveys that your brand cares about individuals is a fast and creative way to demonstrate your brand personality.
3) Don’t send an infinite amount of content
For many businesses, the temptation of having subscribers to send content to is strong. Resist that urge, starting from the autoresponse. Do not clog inboxes, or use email addresses to send staggering amounts of content that do not hold value for the customer. Give them what they want while using the autoresponse as the starting point.
Often brands use the autoresponder to push content from the start, scaring customers off. Doing so conditions customers to become freeloaders in some ways, as they will ignore sales offers because of all the useless content they may have received in the past.
While the holiday season is boom or bust for retailers, B2B email marketing requires some extra thought ensuring that the season remains strong and leads do not cool while customers focus their efforts elsewhere. Steve Denner wraps up a few tips in his article “4 tips you cannot ignore this holiday season” to help keep your email marketing campaign focused and in front of your business partners.
Beware of spam
As businesses and retailers turn up the heat to boost sales, email inboxes stuffed full of goodies, may often go unread. As receivers become overwhelmed, rather than read every email they may spend their time unsubscribing and reporting emails as spam. Apply strategy to your holiday email campaigns ensuring the topics are clearly stated, emails on point and provide something of value to the reader.
Dress it up or not?
For some businesses and retailers, adding holiday colors, flashing lights and falling snow is the key to getting their emails to stand out in the reader’s inbox. For B2B emails, however, low-key is frequently more impactful than flash and glitter. It is okay to add a little cheer, but keep it subtle.
Keep prospects warm
If your business is one with a longer sales cycle or subject to constraints of budget cycles, you will want to keep your prospect interested and intrigued throughout a holiday slowdown for their business. Many businesses who are not directly marketing to consumers may settle in for a long winter break. Be attentive to their schedules, paying attention to their needs and answering those needs with targeted reminders and communications that keep your company in the forefront.
What is your schedule?
In today’s global economy, your customers may not celebrate the same ways and the same days. If you plan to close your doors for a day or more, communicate your schedule plans early and often. Likewise, if you will be open without a change to hours, let your customers know. Sometimes no surprise is the best surprise.