It’s quick and easy to bombard random targets with emails, but a little time spent crafting a strategic leads to more success.
Random acts of marketing will usually waste money and rushing into activity is generally problematic.
Email marketing is a working example. It’s easy to rain eDMs down hard on unsuspecting clients and leads. Think about how many marketing emails you receive daily. Depending on your station in life and business, it might be too many to count. That’s not to say email marketing isn’t effective, it can be; however, it must be done right.
Broadcasting your email to a random list of targets is a common mistake among small business owners. If you don’t have a well-qualified list of contacts, the results from your email bombs will be poor. Besides, it might contradict the SPAM Act. Carpet bomb-style email campaigns are usually a waste of effort.
The marketing trifecta
Getting your communications timing right usually involves putting the right message in front of the right client, at the right time. To achieve this marketing trifecta, you need to understand your target client. For example, if you’re targeting retirees, then you need to build a strong client profile of your prospects. This will include having an understanding of their buying behaviour and the messages that will resonate with them. For example, they may be looking to downsize and weighing up the issues involved with this step.
Only when you have this knowledge and some messages you believe will resonate with retirees can you start framing a campaign. Effective ones typically involve a combination of activities such as seminars, events and public relations, along with content marketing and even digital channels such as social media and email.
Time spent on strategy pays off
A strategic approach will require taking more time to establish your campaigns. However, you’re better off building the right strategy and investing time in understanding how to target your prospective clients before firing off an email or media release. The point is that a ‘quick win’ approach rarely delivers a quick win.
