Stop Talking About How You’re So Busy
Reevaluate the value and effectiveness of your marketing activities.
People today always talk about how they’re so busy. They have so much to do and so many meetings. They martyr themselves for the mentality that being busy means they’re being effective.
The problem with this way of thinking is that it’s not effective. More doesn’t necessarily equate to better. Yet it’s common to see marketers respond to business challenges with more tactics rather than a strategic approach. They increase communications or engagements thinking that will effect change. However, in doing so, they never identify the core problems that need to be resolved. A more effective use of time and resources is to look at challenges from the perspective of your buyers, then implement tactics that address their core issues directly.
Here’s how this approach can be applied to the two most common challenges marketers face today.
Challenge 1: You’re losing customers.
If you’re struggling with customer churn, don’t address it with more email or phone outreach. While the core problem may very well be your key engagements are too infrequent, that also may have nothing to do with it. Resist the initial temptation to layer on activities.
Instead, engage your customers in the solution-creation process. This can be done by formalizing your customer retention strategy around the customer experience. If you understand things from your customers’ perspective, you can address problems directly. You may determine your best strategy is to reduce engagements, or certain kinds of engagements, because they detract value from the customer experience. This is the kind of information you need to determine before you add new activities. You need to figure out what your customers want, not what you want to give them.
Challenge 2: You’re not driving enough leads.
Similarly, marketing and sales leaders often respond to low lead volume by increasing cold calls or the quantity of outbound emails. However, this approach will not help if your problem is poor messaging or low email deliverability. In fact, increasing volume could work against you. It might deter potential buyers, increase your number of unsubscribes and worsen your deliverability problem. All those names you spent time acquiring will opt-out of your communications because you’re focused on quantity, not quality.
People don’t want to be sold. They want to be nurtured. Lead nurturing is a buzzword in today’s marketing world because it works. Total reliance on batch email and cold calls is an antiquated way of selling. Companies no longer control access to information like they did in the past. Today’s buyers are savvy, they are informed and, most importantly, they have online access to virtually any type of information at any time. They control the conversation.
Lead nurturing empowers marketers to adjust tactics to this new way of selling. You can build personal relationships with potential buyers over time through automated communications. It’s based on quality communications and content, not quantity. An effective lead nurturing strategy is built within the context of your buyer’s journey, gently guiding buyers to a purchase decision. It offers up the right content, message or offer at the right time in each person’s journey. It is personal and it is powerful. If done right, it may actually reduce the volume of your marketing activities while improving the effectiveness of them.
If you currently have a “be busy” mentality, this is your opportunity to change the way you think, add efficiency and increase effectiveness. Consider your challenges from your customers’ perspective. Identify the core issues. Then devise a plan to address them. Consider the value of each activity towards achieving your goals. Finally, consider how you can automate parts of your process to gain efficiency.
Click here to learn more about Salesfusion’s marketing automation technology and how it can help you be better, faster and more effective.