CRM Email marketing is not a quick fix. There. I said it. It requires time, engagement and value. You are building a relationship. That takes time. If you simply spam them, then you end up being nothing more than that boring guest at a dinner you got stuck beside.
Nobody enjoys a boring dinner party guest (BDPG).
They are seldom invited back.Why? Because they talk about themselves 🥱 BDPGs have little or no interest in the people they are talking to, or in building relationships. When people do manage to get a word in and talk to them, BDPGs don’t listen.
They turn the conversation back to them. Picture the last time you were cornered at a dinner, or a networking event, by someone focused on themselves only. (Ick right?)
Apparently our feet 👣 give us away as they are further from the brain 🧠 so harder to control and they end up pointing away from the person as we look for a way to politely escape.
Fun thing to check next time you get trapped or are 121. How are your feet. Or, if your brave, how are theirs.
Push marketing is serving less than 5% of the people you are talkng to.
When brands push services and features and benefits of products, market out with no context or value, we become the marketing equivalent of that BDPG (okay I know it is not catchy as an abbreviation but Iike the idea it might catch on)
Brands become the one people want to get away from.
👉only 5-10% of your audience are at the point of considering and might be looking for information about your product and its right to win.
👉the other 90-95% of their time they are on a journey with other needs and wants.
Home truths on push marketing
👎Marketing only for that 5-10% reduces your chance of winning.
👎You are unlikely to make it into their salient pool for consideration pushing at this late stage. If you haven’t already built the relationship, your less likely to be trusted.
👎Worse, you could be in their pool to avoid. A BDPG. (It’s still not catchy is it)
How to build relationships ready to push at the right time, to the right people, with the right message
👌Customer journey mapping, getting to know pains and gains for the people you market to is key.
👌Being useful at different points of the journey and adding value where possible.
👌Addressing wants and needs without conversion to your brand. (Yes I said it. You can’t make someone buy, but you can sell at the right time)
👌Delivering delight or value add they didn’t even know they needed.
My #toptip is this.
Treat your marketing like a conversation.
📧 Let’s take Email marketing.
Think of it like real life.
If you walked past a potential client and said hello, and they didn’t say hello back, would you just keep talking, and tell them about all your products?
You wouldn’t follow them around talking at them. No. (Weird right?)
It they stopped and said hello, would you then just burst in to your rehearsed speech about why your product has the right to win?
Or would you ask how they are, how business is, and really listen.
Exchange contact details and say you enjoyed meeting them.
Say you are interested in them and the things they are trying to achieve.
Follow up by sharing the example you talked about for the problem they mentioned.
Check in and see if it helped.
Follow up later asking if they are going to be at the next networking event, or dinner, and if they fancy another chat then.
And, importantly, saying no problem, let’s catch up another time, when you’ve got time to talk, when they say no.
Or you might even notice their feet pointing away from you, the body language that says not now.
It’s easy when you think of them and their needs first. Of their day to day cares and where your place is in them.
If you want to read more to help around email personalisation have a read of my friend Rasmus Houlinds book. It’s packed with brilliant case studies from across the world to get your brain cells firing.
#marketing #customerjourneys #BDPG (I’m now in danger of becoming that BDPG by pushing the BDPG)
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