Gabe Ulloa is the Interactive Media and Marketing Event Coordinator for StorageCraft Alliance Partner Chartec and contributor to the Recovery Zone.
Direct mail, blogs, newsletters, PPC, emails… there are so many elements to modern day marketing. There is no magic ball with all of the answers to your marketing questions. Marketing is about time and patience. It takes time to be able to allow a campaign to work, let alone be able to measure it. It takes patience to let a campaign run its course. If you don’t wait to measure the campaign and decide to end it before it gains traction, you’ll always be spinning your wheels and throwing money away. Remember, campaigns get better as more touches occur. The more interaction and TOMA (Top OF Mind Awareness) you have, the more valuable your campaign is. So how about those T’s of Marketing? Well, I have already mentioned one, but let’s take a deeper dive.
Targeting- “Everyone” is not a target market. I guarantee you that everyone is not looking into buying managed services. How about everyone who needs technology? Clearly your most profitable client isn’t grandma who needs to get her AOL email account on her iPad. So let’s think about this a bit more, what is your target market? Home Businesses? Medical Offices? Schools? What does that look like? Take a look at your current clients, what is it that they have in common besides paying you each month? How about businesses that make between $-$$ per year. Figure out what your target market looks like in either size, number of users, revenue, or new and booming regional opportunities (for example we live in a heavy oil and agriculture region). It’s easier to target one group of clients than to go after every small business in town. Plus, the more targeted you can get, the better your messaging can be.
Timing- If you’re targeting accounting firms, and you’re trying to get them to sign a managed services deal in the month of April… well your timing is clearly off. Timing is more than just the time of the year for your marketing push, but also the timing on your marketing campaign. If you send them an email each and every day, you’re going to do more harm than good. However, if you are only sending them an email every quarter, they more than likely will forget about who you are. Timing is key. Sending an email followed by a phone call a few days later is better timing than hitting them with message after message. For example, the space between a post card and a phone call is around 5 days; however, you have 10-15 days between email communications. A good rule of thumb is 10 days between “touches.“
Touches- What exactly is a touch in reference to Marketing? Well a touch is simply an engagement or interaction with a prospect. When you send an email, this is a touch. When you make a phone call or they receive a postcard, this is a touch. It’s not usually until the 5th to 7th touch when they actual start to pay attention (if you’re doing a general interest drip campaign). This is why timing and patience is important to your marketing. The more touches you have spread out over the course of a year and the different types of touches you have, the better chance you have to reach everyone on the track or campaign.
Temperature- What type of lead are they? Did they just throw their business card into a fish bowl at a trade show and walk on by? Or did you get a lead list as part of an event? These are what can be considered “cold leads” only if they are followed up with shortly after the event. Remember, top of mind awareness (TOMA). If they have time to forget about you, then the lead goes cold. Now, if you talked to them (not just saying hi, but a genuine conversation), and you grabbed their business card and they said to follow up with them you have yourself a warm lead! Somebody filled out a contact us form from the website site? That’s a hot lead!
Combine these 4 T’s of Marketing and you’ll be well on your way to getting more leads to the Sales Funnel.
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