Buyers are overwhelmed with marketing messages today. Everyone is wondering “How to make themselves stand out?” or “What do I need to do to get their attention?” Truth is, there is no magic answer, subject line, or potion. Hard work pays off. As if marketing wasn’t already hard enough to keep inline for the small business owner, it is getting harder every day. Batch and blast emails are no longer good enough. Marketing needs to be brand based, personal and relevant to your markets or it will not be good enough.
KEY COMPONENTS TO MARKETING MESSAGE:
- Conversations NOT Campaigns
Email services that offer large campaigning types of promotions are not that helpful in this market and can be a bit constraining. They lack integration on a personal level and do not allow you to orchestrate an intelligent one-on-one conversation.Most of the time they also relay your message as spam because of their nature. Knowing who you are sending an email to is the first deciding factor that winds you up in the trash or archived for future reference.
MAKING MARKETING EFFICIENT = MORE ENGAGEMENT
- Distinguish between prospects, clients, and different segments of your messages
- Formulate a solid marketing database reflective of your specific specialty
- Create different messages for each of your segments: Prospects and Clients
HOW DO YOU CREATE DIFFERENT MARKETING MESSAGES?
Show them why they should be interested in your work. What do you offer them? How is what you do different than any other person selling the same services?
Tell them what you’ve been doing to keep busy since you last worked together. Your work, creativity, and growth will visually speak to them in any marketing message. Don’t forget to ask about them and what they have been up to in their work ventures.
WHEN AUTOMATION HAPPENS
Tying your marketing messages into your social channels as well as your traditional marketing channels is key. Flow of any marketing plan is well thought out and executed properly. Remember, a steady pace wins the race! Follow through is everything.
Paying attention to who’s paying attention pays! Knowing who was engaged by your marketing messages is important to your overall marketing effort. If you are not checking in statistically with your efforts you are losing crucial data that can land you in the arms of a new client. Integrate your stats into your follow-up. Making this step ensures your follow-ups are targeted, coordinated, relationship building, and strategically correct.