Two or three years ago you could create a marketing campaign, send out a series of e-mails and expect a reasonable response rate. Things have changed. We’ve hit information overload and we just don’t have time to read and respond to everything we’d like.
Information overload has become a chronic problem, so if you want to reach your target you must cut through the clutter. Something has to really grab me and be super easy or I’ll just delete it. And that seems to be true for many people I speak with. So how do you move beyond information overload to reach those who will want to respond to your outreach?
Here are some strategies to consider.:
Create a Compelling Message
What are the most urgent issues your ideal customer is facing? You can ask when someone signs up for your mailing list, downloads an online item or purchases something from you. Don’t just get their name and e-mail address, send an autoresponder asking them to send you a reply. Keep it simple and as easy as possible.
Ask people you meet at networking and events what are their urgent issues. Create products and services that address the most common ones. Then create your message using keywords that have surfaced during your research.
Make It Super Easy
The other day I wanted to sign up for an event and when I looked for the time and how to sign up I couldn’t find it right away. Within 20 seconds I was gone. I just wouldn’t take the time to wade through the content to find it…and neither will your prospects.
I offer the One Page Marketing Plan, which makes it super easy to create your marketing plan. It’s a step by step do-it-yourself system with everything you need to not only create your plan, but use it as well. Simple, step by step is what you want.
Offer to Do It For Them
But some people would rather have me do it for them. Obviously I will need information from them, but once I have that I can apply my own techniques to create their plan. It costs more, of course, but for those who want a strategic plan to follow, my consulting services are perfect for them.
People want results, but they often don’t want to or don’t have time to do the work to get them. If you can do it for them or at least partially do it for them, you’ve got a strong selling point.
Make More Direct Connections
I have found that I’m much more successful when I reach out directly, one-to-one to people who are in my network. These are people who have purchased something from me in the past, have participated in an event I hosted, or are a prospect I’ve had a meaningful dialogue with.
The telephone is still a wonderful business tool. What I’ve learned works best when you’re reaching out to someone you haven’t communicated with recently is to make a phone call telling the person you’re sending them an e-mail. On the call or in the voicemail tell them what it’s about briefly, making it as compelling as possible so they will read the e-mail. Otherwise it may just get deleted without being opened.
Leverage Social Media
Business is still built on relationships. It’s just that the way in which those relationships are managed has morphed somewhat with the advent of information overload. The social media offers great tools, but be careful, because they can add to the sense of overload. Be selective and consistent and people will begin to know, like and trust you. I’m much more likely to respond to something from someone I know rather than someone I don’t know.
Newsletters are still a viable option for staying in touch, but the open rate has dropped. So I need to apply the other options as well.
Apply as many of these strategies as you can and you’ll be ahead of your competition.