Weekly Business Idea

September 30, 2016 – Is Your Marketing Message Being Lost?

Posted on | September 30, 2016 | No Comments

Main Idea:

How many emails do you receive every day?  Do they get your full attention?  If you are on vacation do you come back to 4,392 voice mails?  Or did you handle all the calls on vacation?   From which media do you get your information about world events?  Is it the same as 10 years ago?

Expansion of the Idea:

Most of us are so bombarded with ads, information, ideas, emails, voice mails, invitations, and letters, that it is really hard to focus on them.  A lot of good information gets lost and never read.  Or it might be read once and the reader intends to go back and do something with it and never does.

Things also get lost.  One of my team members sent me an email the other day which I never received.  She sent a follow up email that I didn’t receive that day either.  The next day we emailed a couple of things back and forth and they worked.  We don’t have a clue why it didn’t work the one day.  A couple of years ago I switched most of my bills to electronic delivery because the postal service lost a few of them right in a row.

The point is that communications are not always effectively delivered.  When you have marketing pieces or invitations to events, what is the best way to deliver them?  How do you get your message heard by your current customers, referral sources and prospects?

One of the things that I have been trying lately is to vary the message delivery.  I recently helped plan and run a planning meeting in connection with the Leadership Summit in St Louis.  We did an email blast (and a follow up) which produced some results.  But well over 2/3 of the invitees did not open the email.  We also sent a physical mailing to the invitees.  That produced some results.  And then I followed up by calling as many of the invitees as possible.  Overall we ended up with a participation rate of roughly 20% which is pretty good.  However, we needed to use three different forms of communication to reach our intended audience.

The lesson learned is that we cannot keep doing the things we used to do, unless they are definitely working.  We need to try new things.  We need to try old things.  You need to constantly be asking your customers how you should communicate with them.  Should you be using Facebook or Linkedin more?  Do they prefer phone calls?  There is no permanent right answer.

We all want to do marketing efficiently and effectively.  However, we sometimes settle on efficient and forget the effectiveness part.  As you look at what you are doing to spread your message, spend some time evaluating how you communicate and see if it can be improved.  The bottom line is that to market our businesses we have to work and keep on working.

Points to consider:

  1. List out the ways that you communicate with your customers and prospects.
  2. Brainstorm with your team on how to evaluate each of the methods and whether it is producing results.
  3. Test new ways of communicating.
  4. Ask your customers about better ways of communicating.
  5. Decide if you should eliminate current methods and replace them with some different methods.

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    These weekly ideas are brought to you by FitzGerald & FitzGerald P.C. For more information about how to use these ideas with your small business contact Tim FitzGerald at trfitz@fitz-net.com.