Marketing thought-leader, Seth Godin, published a great entry on his blog about trying to please the wrong people. His thoughts are that marketing campaigns that fail are ones that please the wrong people – we agree. To take it a step further, I ask you if your marketing software pleases the right people.
Your marketing software does a lot. I don’t just mean Infusionsoft, but any marketing software you use in your business to follow up with prospects and customers. Are you leveraging the previous purchase history, their original reason they opted in to your marketing or even their interests?
Most will probably say they already target their prospects and customers– but I disagree.
When you send your marketing message, do you tailor it towards your audience’s needs … or your own? Are you trying to please people who don’t exactly fit well into your product or service? These questions should be asked by the person who constructs your marketing campaigns. For many entrepreneurs, it’s them; for larger businesses it’s a team of people. Either way, the difference between a strong marketing campaign and a weak one is the relevance to people’s needs. All it takes is one person to drive relevance (and one to blow it entirely).
Targeting everyone is targeting no one. Remember that. It’s much better to send a specific marketing message to 100 people than 1000 people. The more you are an asset in their lives, the more valuable you become.
When you use your marketing software … whether that’s Infusionsoft or anything else … maximize its features. Segmentation is powerful. It drives results and helps keep the noise down and the junk out of the inbox. Your audience will thank you for it.
[Image credit: seantoyer]
Posted In: CRM Information & Tips
