With the social postings making a regular appearance in our timelines, we then created the email campaign to educate our small-business clients about SBS, give them ideas for participating, and direct them to the site's resources for launching full-blown initiatives in their own communities. To both gain support for the event and foster a closer relationship with our customers, our email offered a complimentary, branded email theme they could use to specifically promote their own SBS offer—no strings attached.
While it wasn't planned as part of our integrated campaign for SBS, blog articles such as this could easily be developed in a way to extend the reach of your campaign.
Big business (B-to-B) can also benefit from promoting events (like SBS) when selling to small businesses, just as we did by offering our clients an email theme. A larger enterprise can nurture goodwill by becoming involved in a way that is beneficial to their clients beyond the bounds of their typical day-to-day business relationship. Clients are much more likely to show loyalty to vendors with whom they feel a connection and benevolent events give both parties a place to come together in a like-minded pursuit.
Campaign inspiration surrounds us, and it's not always about discounting, selling and downloads. As any salesperson can tell you, developing qualified leads requires relationship building, and that is seldom done using email alone. Intersperse your typical business and sales emails with feel-good content that benefits the customer beyond your products and services, and you'll find that engagements become more valuable, last longer and, yes, drives sales.
Join us in celebrating Small Business Saturday, Nov. 30, 2013.
 If Small Business Saturday isn't right for you, think about other charitable or community events, such as breast cancer walks, balloon festivals, food fairs and the like. Coattails come in all sorts of fabrics. Be receptive to events where content is readily available, and this will reduce the demands on your internal team or external resource needs.
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.