Moon Marketing Blog

Email Marketing: Prospecting vs.  Spamming

Posted by Krista Moon on March 14, 2017

When I talk about email marketing, the first thing most people claim is that they get too much email. While that's probably true, it's still one of the most powerful ways to engage potential customers.

When people mark email as spam, it's because they never asked to get the email and it adds no value to them. The definition of spamming is "send the same message indiscriminately to (large numbers of recipients) on the Internet." At first glance, you might think all email marketing is spam because you're sending to large numbers of recipients, and likely not all of the people on your list have opted-in on their own.

The key word to look at in the definition of spam though is "indiscriminately." It means "in a random manner" or "in a way that does not show care or judgment." Creating a customer-centric email strategy that focuses on adding value to the reader will have a much less likelihood of being considered spam.

Here are 5 ways to create a non-spammy email marketing program that effectively supports the sales process.


7 Email Etiquette Blunders That Disengage Subscribers

Posted by Krista Moon on February 22, 2017

Email marketing - if done correctly - can be a very successful tool to keep people engaged with your company. But the only way to do that is to be extremely cognizant of what your subscribers want and need.

It's not about what you want to say - it's about what they want to hear.

Here are 7 email etiquette blunders I come across every day. With a few simple changes to your strategy, you can take me from a disengaged non-reader to an active subscriber that reads your stuff regularly.


16 Steps to a Solid  Sales and Marketing Foundation

Posted by Krista Moon on February 14, 2017

Every company has a sales and marketing plan, but more often than not there are gaps, missing pieces, and weak spots. One of the biggest challenges businesses face is that it's nearly impossible to keep up with the constant evolution of available tactics and skills required to execute.

Sales and marketing approaches are getting more technical and complex, and it's all too easy to waste money on strategies that don't get the desired results. There are 16 steps we take to ensure our customers have a solid sales and marketing foundation to build from. We know from experience that if the base is weak, the company can never reach its full potential.

The goal of this planning project is to prioritize sales and marketing activities that will get you the highest return on investment, outline the required resources to get the work done, and define a realistic budget. Once you see the plan laid out, you can make a more informed decision about your next steps.

Take a look at the list of steps below - do you have a strong foundation, or does it need more work?


6 Steps to Creating a Customer-Centric Content Strategy

Posted by Krista Moon on February 8, 2017

The hardest part of implementing a content marketing plan is figuring out what to write about. Companies usually begin in the self-promotional phase: they write about upcoming trade shows, new hires, case studies, and press releases. The content is very company-centric.

While it’s great to showcase the company culture, products, and services, it’s kind of boring stuff. It’s not likely to pique the interest of many new potential customers.

The most successful content marketing strategies are customer-centric. The content is written to teach, inspire, and motivate. Prospects find it interesting and helpful and become followers and evangelists for the brand. Good content helps companies build a following, generate leads, and increase sales efficiency.

Here are six steps to help you start developing a list of relevant, highly valuable topics for your content strategy.


Beginner's Action Plan for Using LinkedIn for Sales

Posted by Krista Moon on January 31, 2017

LinkedIn can be a powerful sales tool. But in order to get results, you have to use it consistently.

Create a New Sales Habit

If you're in sales (or any job, really!) your day is already jam packed. How can you make time for LinkedIn?

Learning something new can be a drag at first. It takes time to learn new systems and develop new habits. It also takes a commitment to stay with it long enough to develop a level of proficiency that will get you a return on your investment.

So, to answer the question "How can you make time for LinkedIn?" -- you simply must schedule time to focus on it if you feel strongly enough about the ROI in the long run. And, just like anything else, it'll get easier as you begin to incorporate it into your daily activities.

If you're ready to jump in, here are six activities you can do to start creating good LinkedIn habits.


How to Use LinkedIn for Business

Posted by Krista Moon on January 24, 2017

Most companies are missing huge opportunities to use LinkedIn for business growth. Usually, employees are pretty much on their own.

LinkedIn is technically a personal asset. As an employer, you can’t force your employees to update their LinkedIn account. The way they represent your company on their profile and to their network may – or may not – align with your corporate communication strategy.

That said, companies can create a win-win by helping their employees develop strong LinkedIn profiles and habits.


7 Pillars of a Successful Social Media Strategy

Posted by Krista Moon on January 16, 2017

The first step in any strategy is to define your goals and objectives: You can't plan a trip if you don't know where you're going. The most common business goals for social media are to increase brand recognition, website visitors, and sales leads. All social activity should lead back to those initiatives.

Here are seven pillars of a social media strategy that drive real business results:


Funny Dilbert Comic about Corporate Strategy!

Posted by Krista Moon on January 12, 2017

I've been working as a sales and marketing consultant for various businesses for over six years now, and there is a lot of 2 steps forward and 1 step back going on. My Dad found this comic and clipped it out of the paper for me. He thought I'd get a kick out of it, and I do! :-)


Top 10 Questions Every Sales and Marketing Plan Should Answer

Posted by Krista Moon on January 10, 2017

Running a business without a well-defined sales and marketing plan is exactly like building a house without a blueprint. You may end up cobbling something together, but it’s weak, costs more in the long run, and is unstable. The ramshackle structure is unable to withstand the long-term wear and tear and forces of nature that threaten to crumble it to the ground.

Interestingly, when we engage with a client, the answers to these ten questions are often vague, at best. It’s like pulling teeth to get the information required to help them develop an appropriate sales and marketing plan.


Fundamental Newsletter Strategy for Sales and Marketing Teams

Posted by Krista Moon on January 3, 2017

There’s often minimal communication between sales and marketing teams about their corporate newsletter strategy. Publishing email newsletters is typically seen as a ‘marketing’ function, which couldn’t be further from the truth.


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