The dangers of too much content
Content is Good. Content is Wise. That is what you will hear from most marketing consultants, from a lot of SEO companies and many of your peers. Good content is great at two things:
Archive for month: January, 2018
Switching suppliers – the buyer’s perspective
When was the last time you looked at yourselves from the buyer’s perspective?
We asked one of our clients if we could talk to one of their recent prospects (they closed the deal). We wanted to better understand what was important to the 1st contact and the way they went through the process of searching for a new supplier. This is what she had to say:
As the office manager at my firm, my Managing Director told me to find us a new supplier. The current supplier was failing to provide the service we needed. The responsibility to look for a new provider fell to me, but I was completely snowed under with work. I had a really limited time to shop around.
Dump those who aren’t engaging with your marketing
As a business owner, you want people engaging with your marketing.
That means it grabs the attention of your target audience, it educates them on why they should use your product/services and they jump willingly into your sales pipeline as a new lead. Marketing engagement is key.
If people aren’t engaging with your marketing you have two choices:
- Continue trying to engage them
- Dump ‘em
Let’s look at the options.
Continue trying to engage
People who really aren’t responding to your marketing are sending you a message: they’re not interested! If they really aren’t opening any of your emails, responding to your social media activity or even taking your calls, you have to consider whether this is a good use of your time. If they were interested, they would be interacting at least some of the time.
- They are consuming your mental energy because you believe there is still an opportunity for a sale with at least some of them.
- You spend time liking, retweeting and responding to social media posts. Time that is a scarce resource.
- Keeping them on your mailing lists impacts your marketing stats, making open/clickthrough rates lower than they should be.
Dump ‘Em
If you simply remove them from your mailing lists (what member rating do they have in MailChimp?) and stop engaging with their social media, you have that most precious resource to invest in those who are engaging.
Those who are engaging with you want to know more. They want you to talk to them and they are far more likely to buy from you.
The consequences
Let’s think about all of this:
Who would you rather invest your time in? Those who are engaged are likely to buy from you and your time is far better spent on them. Which is a safer bet: 3:1 or 50:1?
There is a slim chance that those who aren’t currently engaged will come back to you. It may be that they aren’t ready to buy from you just yet. I know I’ve suggested you take them off your mailing list (GDPR and all that), but that doesn’t mean you have to cut all ties. You may still be following them on Twitter and you may still be connected on LinkedIn. What’s more, by giving your time and mental effort to those more engaged, you ensure your business is still around when others return.
