If you’re in marketing, it’s easy to get cynical. Every book I read on marketing, I’m thinking “I can see through your content marketing strategy, and no, I’m not going to call you for consulting services.” However, being aware of marketing isn’t the same as being self-aware. Think about it. You notice ads and commercials more than most people, but are you aware of when they are working on YOU?
If you aren’t paying attention, you might be missing out on some solid ideas to steal for your own marketing campaigns. Let’s look at two examples that worked, or didn’t, on me:
1. Email Marketing for Marketing Automation Platforms
We realized that Randall-Reilly needed to get a marketing automation platform or MAP. And I had to decide quickly (not telling what we went with so I don’t bias you). I signed up for demos, researched online reviews, and with that, of course, I got signed up for a lot of email newsletters. A lot.
They generally fell into 3 categories:
The Good: The companies that spaced out their emails and provided valuable content stayed top of mind for me. They engaged me. I shared their articles. Even before I made a decision, I was promoting their brands.
The Bad: Some companies didn’t take advantage of the fact that they had my contact information and had demonstrated interest in making a purchase. I barely heard from them! I’d get an email devoid of quality content and think “Oh yeah, them.” No action on my part.
The Ugly: On the other hand, I also got spammed. You would think a company that provided marketing automation would realize how it is supposed to work. You nurture leads, not annoy them. Like you, I’m a busy person. An email a day is pushing it. More than one email a day is going to get an unsubscribe.
Space your email marketing appropriately with an eye on unsubscribe rates. Offer valuable content that generates sharing and brand awareness.
2. Social Engagement from the Music Industry
Fortunately, I live in a hipster-ish neighborhood that caters to my weird taste in music. A long time ago, when I had time for such things, I found a band I like on Facebook and liked their page. Being in marketing and understanding EdgeRank, I engage with their posts so that I don’t miss any updates.
Only one problem: they never posted any updates. Only a few days ago, I saw their Facebook post that they had released a new album. Excitedly, I clicked through, found their website, and looked at their tour dates. I had just missed a concert in my neighborhood.
And they had just missed a ticket sale. I probably would have guilted some friends into going with me too.
Continuous, non-spammy engagement is important. You never know when that prospect is finally going to be ready to convert.
I’m being marketed to all day every day. So are you. As marketers, we both need to become aware, not just of the marketing, but of how it’s working on us.
And my disclaimer: Realize that you are not necessarily your target audience. Spend some time with them to realize what works on them.
But that’s another article . . .