Let’s not make a major mistake many businesses do when launching a marketing campaign. They treat everyone the same. Whether the recipients are past or new customers, current clients or potential prospects. Everyone receives the same message in the same manner at the same time.
People are different. Some read blogs or newsletters while others rely on videos or webinar to gather their information. Some respond better to a phone call while others prefer contact by email. Then there’s social media, a whole different animal.
The marketing methods have to match up with the way a particular audience prefers to be reached.
Let’s suppose we’ve identified five different audiences for our 90-day marketing campaign. They might people from our address book, LinkedIn connections, Twitter followers, blog readership and businesses we’ll target with direct mail pieces. Each of these audiences will have to be treated in similar yet different ways. Various tactics will be employed with slightly diverse marketing messages.
Here’s how the process looks broken down:
The Address Book Contact:
Two emails will be sent using MailChimp an email service. One email announces the offer a free eBook. A second email will be sent a week later offering a free biweekly newsletter. Recipients will be sent to two different landing pages so we can track which offer works best. The statistics provided by MailChimp will tell us the success rate of the two email campaigns. Those that take the eBook offer will automatically be subscribed to the newsletter. Of course, the newsletter provides an opt-out option. Spamming people won’t get them to change their mind.
The LinkedIn Connections:
The status section on the LinkedIn page will be used to announce the eBook and the newsletter. One offer will be broadcast one week with the second offer coming the second week. Two weeks after the initial offer was announced, the LinkedIn email addresses will be exported and imported into MailChimp. This gives us the ability to send two emails to those that are not monitoring the status lines of their connections. Recipients will be sent to two different landing pages so we can track which offer works best. Again, the statistics provided by MailChimp will tell us the success rate of our two email campaigns. Those that take the eBook offer will automatically be subscribed to the newsletter.
The Twitter Followers:
The Twitter followers need to be treated differently. They’ll receive three tweets per day Monday through Friday at eight-hour intervals. This will give us global coverage. HootSuite a social media desktop will manage the tweets sent out. One week we’ll offer the free eBook. The second week we’ll offer the free biweekly newsletter. Twitter followers will be sent to two different landing pages so we can track which offer works best. The statistics provided by HootSuite will tell us the success rate of the two campaigns. Those that take the eBook offer will automatically be subscribed to the newsletter.
The Blog Readership:
The Blog Readership will also need to be treated in a different manner. Two ads will be designed and posted on the blog to announce the free eBook and biweekly newsletter. Blog posting will be excerpted from the eBook and newsletter to create interest. Google Analytics will be used to track the ads and posts effectiveness. The readership will be sent to two different landing pages. As in the past, those that take the eBook offer will automatically be subscribed to the newsletter.
The Direct Mail Recipients:
Don’t discard direct mail as a way of reaching new prospects unless you have empirical evidence it won’t work in your specific situation. Everyone receives his or her fair share of what might be termed junk mail. Let’s face it. These companies are not sending ads out knowing they will have no affect on potential consumers.
Here’s a process you might consider. Visit the local library and build a list of 100 businesses in your city that meet the requirements of your ideal prospect. Then develop a compelling letter perhaps include something free, along with introducing your business and your products or services. You could just offer to sit down with them for a cup of coffee. Follow up the letter with a phone call. Make sure to tell people you will be calling them and when.
These tactics will get us started, but these tactics just discuss the initial touches of the marketing campaigns. Multiple-touch strategies also need to be in place.
