HOW TO STOP WASTING TIME -- APPLY THESE MARKETING LESSONS IN REACH AND FREQUENCY FOR CEO’S AND CMO’S
I could have titled this, “things I learned from offshore marketers” who flood my inbox from India. They’re relentless with their google translated English, but I have to give them props for understanding that you have to reach out with frequency to attract business. Reach and frequency selected by targeted demographics are the measures of purchased advertising on broadcast channels. Apply that to the people you’re reaching out to and the frequency of your contacts.
- CONTENT IN ALL FORMS OF CONTACT
The first lesson is to tailor your content to the customer. If you’re mining LinkedIn, you’re going to be more successful if you talk to the prospect in terms of what (through research) you’ve learned about their background and their company. The same thing goes for all other information you send out. Lesson 1b is: tell the truth. Don’t tell me, “I viewed your website” if you haven’t. Lesson 1 is: research their customer category so you can be conversant about the pain point you want to solve. Don’t forget to include a snappy or informative video!
- DON’T GIVE UP
Statistics (and my own personal experience) tells us about sixty percent of prospects say “no” 4 times before they say “yes.” Reliance and good content follow up TAILORED to your prospect are key.
- KEEP TRACK OF WHAT YOU’RE DOING
Sending emails or posting on social media and not tracking responses or calendaring the next contact? Yeah, well, you might as well just do your nails because you’re not being serious. Successful marketers, salespeople and yes you the CEO invest about 13 hours a week sending emails. Make them count, then count them.
- EMAIL FREQUENCY
Sending 1 to 3 emails in sequence get a reply rate of 9 percent, while sending 4 to 7 got an average reply rate of 27 percent. In most cases, 5 seems to be the magic number -- but I find the bigger the contact the more mails it takes And folks, not just because Austin Visuals makes 3D and 2D videos that work, it’s been proven by people who calculate this information for a living that video in an email leads to a 200-300% increase in click-through rates. 90% of users say that product videos are helpful in the decision process. We can talk about it -- i PROMISE I’ll answer your email even if you only send one [email protected].
Now, I’m going to follow that video rule. Here are some videos Austin Videos made that worked for our customers:
- SOCIAL MEDIA
How to stop wasting time -- Spend any time on social media and you’ll see videos, videos about dogs, videos from your competition and some conversations. Social media is meant to be social, but if you have only a little time, a video can be your advocate. I just looked at Facebook. Yup. Videos.
- ESPECIALLY YOUTUBE
YouTube is the new gold standard for searching. Your client is looking to see what their competitors are doing. Customers are searching for how to, when to, why to do business with someone. You need to be present and you need to stand out. Even a really short video will help.
- PHONE CALLS
You’re 25-50% more likely to get business if you are first to respond to an inquiry. So answering with just an email isn’t going to cut it. Unless the contact comes in between 11 pm and 6 am, I’m all over it with a response. Try it.