Nikki’s Notes: Don’t Just Bumble Along

Avant Marketeer Nikki Alvin-Smith Offers Timely Insights For Your Marketing Delight

 Spring will soon be here and with it comes more than just welcome sunshine. It also brings a great opportunity to put the dullness of winter weather, with its atmospheric rivers and grey skies behind you, and break some new ground on your business marketing strategy.

Spring means an increase in riding and horse-related activities for most horse folks. This translates into more pet and equestrian services needed, more shopping for tack and equipment, and more purchasing of capital items required to accommodate the wee equine beasties requirements for housing, fencing and horse farm property development.

February 1st, 2024, saw the change in DNS {domain name system) requirements for websites by Google and Yahoo, that affects bulk mailing metrics for those companies that send more than 5000 emails a day. Additionally, message relevance becomes an ever more critical component for content providers and unsubscribing has to be easy to accomplish by the recipient in a one step process.

While hitting the spam folder may not seem a huge factor for smaller companies whose mailing lists don’t qualify for the 5000+ mailing criteria, it’s not a bright idea to ignore the DNS requirements to adhere to the harsher rules for the anti-spam threshold of Google and Yahoo. The reality is there is a high likelihood that eventually similar requirements will be introduced across multiple layers of marketing in the future.

Companies that pay little attention to producing good email content and send out dry and boring messages placed in multiple paragraphs alongside an image bragging on their discounts with hard hitting sales pitches will see their engagement with prospective or existing clients go by the wayside.

If you are keen to grow your business it is important that you don’t just bumble along, like a bee sampling nectar at the side of the road, stopping off in an idle fashion without the worker bee ethic. If you do, there won’t be much honey in your business hive come the end of the season.

Ignoring or depleting options to take unsubscribes off your main marketing lists, not managing bounces, and paying no attention to what the metrics are telling you guidance wise as to what content your recipients are enjoying, is a great route to deploy if you are not interested in spring cleaning your marketing effort. Buzzing about randomly creating social media posts or dashing out a quick email blast to get it done, is not the best way to ensure your company harvests the profits you’d love to see on your quarterly returns.

Similarly, employing a 3rd party company, whose revolving staff are tasked with blasting out emails for multiple types of businesses and have no knowledge (much less much interest) in your space or niche marketplace sell {USP}, is simply not going to cut it.

There is a questionable tactical success to the increasingly invoked use of AI generated copy and images by companies like Constant Contact, MailChimp, HubSpot, Salesforce and the like. The eblast may not hit the spam folder, and it may pass muster with your target audience. But then again, it may not. It is important to know your audience and to bear in mind that the demographic of horse folks that have the spending power, does showcase that many are traditionalists at heart and like to put their money in a company that exhibits trust, transparency and now more importantly than ever, integrity.

Starting off with fake photos, generic content and humorless copy is perhaps, not the best way to go about engaging your prospective or returning client.

Looking for a new or better direction to building your business? You are invited to visit Horse in a Kilt Media Inc., to learn more about Nikki’s stable full of marketing skills as an artful content writer, equestrian blogger, columnist, video producer and scriptwriter, film production showrunner, professional photographer, and marketing specialist and strategist. As a British/American professional Grand Prix competitor/coach/clinician she brings a unique experience/angles and thought leadership/authority to her wordsmith wizardry.

About Nikki:
Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog, and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 255 different magazine titles. Her clients include do/have included: equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.

Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm , a private dressage yard and organic hay farm in the Catskill Mountains of New York. The duo provides ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.

Contact: Nikki Alvin-Smith: Content Writer; PR/Marketing Specialist
Cell: 607 434 4470