Month: April 2019

I was at a concert last night and heard some lyrics that made me think:

“That’s a great marketing lesson.”

(I couldn’t help it. That’s where my mind goes).

Here are those lyrics from an old Kris Kristofferson song called “To Beat the Devil:”

If you waste your time a talking
To the people who don’t listen
To the things that you are saying
Who do you thinks gonna hear?

Here’s the lesson:

Know your target market and aim carefully to interact with it.

If you spray your content and pitches all over the place, without regard for whom you target…

…you’re pissin’ in the wind (Sorry for that image, but it makes the point).

You’re wasting your time and money a talking to people who won’t listen.

That’s all.

Tom
MarketVolt

p.s. We help businesses identify and connect with their target markets so people will listen to what you’re saying. If you want to discuss how to make it happen for your business, email me at tom@marketvolt.com. For no charge and no strings attached, we’ll discuss with you how you’re building email lists, generating new leads and generally finding and connecting with prospects.

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

This was embarrassing…

Several months ago, I pitched MarketVolt’s software and services to a prospect.

He replied by telling me he’s already a customer.

Stupid me.

I’d found an old email conversation in which he and I nearly closed a deal. Eager to try again, I wrote, “It’s been a few months since we discussed whether MarketVolt was a good fit for you…”

I didn’t realize that a few days earlier, the prospect called our office to say he was ready to buy. One of our salespeople handled the sale and recorded it in our customer relationship management software (CRM).

Our procedures are clear: Before contacting a prospect, check the CRM to review previous contacts. Had I done that, I would have known the sale was done.

I remembered my misstep this yesterday when a stranger contacted me on LinkedIn to pitch her company’s services. She introduced herself, told me a bit about her company and asked whether I would like to meet to “see if we might be a good fit.”

I told her I knew all about her company because she was the fifth person from that company in two years to contact me.

Oops.

Each time they contact me, I tell them I’m not interested. But the message seems not to register across the organization.

I’ve never had the same sales person contact me more than once. So I assume each one who gets rejected by me gets the message. But that person doesn’t share the rejection with the rest of the organization. So the next sales person in line finds my name and title somewhere and comes calling.

I was direct, but polite with the latest sales person.

I told her she’s wasting her time (and mine) by reaching out to someone who has (repeatedly) said “No” to their pitches.

I suggested that a good CRM might help them avoid frustration — for prospects and themselves.

She replied: “I apologize for that, and you are correct! It’s a frustration of ours as well. Our CRM isn’t the best and I know the company is currently looking into (options). I will send a note to the team here to let them know not to contact you.”

That’s what the sales rep before her said, too.

I’m really not sore about it. Just mildly annoyed.

Actually I’m glad for the wasted pitch this time because it let to this story and this lesson:

Put systems in place to keep track of your stuff. For sales, that means a CRM that can be shared across the company.
Establish clear working procedures to define who does what within the system.
Hold team members accountable for following the procedures.

I fumbled #3 when I pitched an existing customer.

The sales rep who contacted me blamed #1 for her misstep (“Our CRM isn’t the best.”). But I suspect the CRM is good enough. I say that because businesses often stumble not because they have inadequate tools. They stumble because they don’t establish or follow-through on system to use those tools effectively.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks or garbage data. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

Our company made a marketing mistake.

I’m going to tell you about so you don’t repeat it.

We sell email marketing software to many schools and school districts. So we recently ran a print advertisement in the membership directory for the Missouri Association of School Administrators (MASA).

The ad included the address for our website designed specifically for schools and districts: k12.marketvolt.com.

In the same MASA directory, there’s an ad for the AdvancEd Improvement Network. Their ad also included a website address: advanc-ed.org/MASA.

We got our ad wrong. They got it right. Do you see it?

That web address — advanc-ed.org/MASA — redirects to their front page. They could have sent traffic to their site with the shorter “advanc-ed.org. But they added “/MASA” to the address?

Why? So they can measure whether the ad worked. When they review website traffic data, they can see exactly how many people landed on their site via advanc-ed.org/MASA.

I assume that address is unique to that ad. So they can measure exactly how many people landed on their site because of that ad.

We can’t measure our ad’s effectiveness because k12.marketvolt.com is not unique to our MASA ad. That address is on business cards, email signatures, trade show banners and other marketing pieces.

So we can count how many people reach our site by entering k12.marketvolt.com, but we have no idea whether they got their because of the MASA ad.

Sure, we can ask new prospects, “How’d you hear about us?” But that never generates meaningful data.

So when we debate whether to run an ad in next year’s MASA directory, we’ll be flying blind.

Shame on us, especially because we did not practice what we preach. For years, we’ve emphasized the importance of trackable URLs.

Print advertising still can work. But it works best when you can measure and test.

We blew it this time. And we’re not alone.

Advanc-Ed’s was the ONLY ad in the directory that is trackable. I recently paged through some local business journals and found ZERO ads with trackable links.

Creating a trackable web address is not difficult. Web developers can easily set a unique address — i.e. k12.MarketVolt.com/MASA — to redirect to any other page (such as the front page). WordPress and other web publishing systems include plugins to allow non-technical people to create redirects with ease.

Better yet, you can create a custom page for a given ad. Rather than redirect k12.marketvolt.com/MASA to our front page, we could create a specific page for our MASA audience. Trackable and more effective tailored content.

The thing we shouldn’t do, the thing you shouldn’t do: Put that generic link — www.oursite”.com — without trackability. If you can’t track it, you can’t know if it’s working. So you’re potentially throwing money down the drain.

p.s. Many advertising reps for print publications. Hate this trackable link idea. These are the ad reps who don’t want you to measure traffic precisely. They fear you’ll conclude the ad didn’t work (and you’ll have the data to prove it). Don’t let them talk you out of customized links. It’s your ad, your link, and your business on the line.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks or garbage data. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

My favorite marketing forum lit up yesterday when someone complained about Gmail putting the emails he sends into the “Promotions” folder.

Several years ago, Gmail introduced folders (“tabs”) to organize incoming email into four categories: Primary, Social, Promotions and Updates.

Most marketing emails sent through third-party software land in the Promotions folder.

Yesterday, an unhappy marketer complained in the forum about the Promotions folder: “This means that a large chunk of emails might not even get noticed, much less opened or read. Are there any ways to get around this?”

Several marketers echoed the complaints and offered various tricks to get mail to the “Primary” folder.

Others suggested quitting email marketing altogether.

I posted the following to the forum:

Fearing the Promotions folder is like fearing the Boogie Man. When I was a little kid, I used to peer under my bed before I went to sleep to make sure the Boogie Man wasn’t hiding there. I got over it. Get over your fear of the promotions tab.

Tons of data show that open rates haven’t decreased significantly b/c of the Promotions tab. So the initial premise (“a large chunk of emails might not even get noticed”) is simply wrong.

We paid careful attention to our numbers when Gmail introduced tabs and we confirmed what the other data show…People still open emails in the Promotions tab. And when they open those emails, they’re not surprised or annoyed to find that they’re promotional emails so opt-out rates actually went down a little bit.

Spending lots of time and energy trying to outsmart google is time wasted.

Marketers make all sorts of assumptions about why some tactic will work or won’t work.

Then they waste time, money and emotional energy acting on those assumptions — chasing false hope or fleeing the Boogie Man.

There’s a better way: Spend time (and perhaps some money) collecting and analyzing the data. Then your conclusions will be rational and fact-based, rather than emotionally-charged assumptions.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks or garbage data. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.