Why ‘more’ means ‘less’ in Digital Marketing.

Here’s an absolutely true story, that I was personally involved in, that demonstrates the utter idiocy of going for more and more email contacts, Facebook likes, Twitter followers etc.

When we were first starting out, a customer asked us to do exactly that ‘Get me more contacts, likes and followers, I need to reach more people with my marketing’. Dead easy to do and dead wrong.

Why would you target loads and loads of people who have zero interest in you, your products or your services?

You wouldn’t. You’d be mad.

So we did.

But, in our defense we did it slightly differently.

We got more (different/better) email contacts, followers and likes by following the Inbound methodology. We won’t go into the detail of that but we did reduce the number of email contacts by looking at the open/click through rates and deleted contacts that weren’t engaging. Overall, we reduced the number of contacts by half and increased sales – almost doubling them in around 1 month. The customer was not pleased. Sales it turns out didn’t matter; what mattered was the numbers.

We quickly extricated ourselves from the customer and got on with our lives.

We look back on this now knowing that we did the right thing and got the right results but disappointed the customer. They were focussed on their reach and we were focussed on sales. However, we are happy that we got the results.

Our first thoughts about this client after the event were that we should have spent more time convincing them of our approach, ensuring they were bought in and then, went for the quality over quantity approach.

However, I wouldn’t take that approach. Our new approach is:

Demonstrate how the world has changed.
Show them who the winners and losers are.
Show them why their course of action will lead to them being counted amongst the losers.
Let them know the options.
Give them a short overview of why we’re a good option, but probably not the only one.

THEN LET THEM MAKE THEIR OWN DECISION.

Either they’ve bought in to our approach, or not. If it’s the latter, then we can save ourselves much pain and heartache. If it’s the former, then we might have a chance of being favoured with their business, or not. Whichever their decision is here, we’re happy we’ve done the right thing and they are too.

How to Market an ERP System

How hard can it be? Marketing ERP systems is quite easy isn’t it?  You tell the market about all the features of your product, be it NetSuite, SAP, IFS, Odoo or whatever, then your sales person digs out the opportunity and the sales process begins.  To do this you’ll make a bunch of competitive claims:

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Stop talking about yourself.

This is a selfie-obsessed world. Every change of shoes, airport or bar is captured on mobile phones and promoted on social media. But the biggest mistake a B2B brand can make is to constantly talk about yourself. The first and most important thing to realise is that no-one cares. Rule number 1 then in B2B

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Inbound v Outbound; is it one or the other?

Inbound v Outbound. You may have seen recent articles on the subject of Inbound Marketing, comparing it to ‘Outbound Marketing’. Inbound is seen as the new method of attracting visitors to your website and outbound is the old style ‘push’ marketing. Inbound is usually portrayed as the way customers naturally want to engage with your

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How do you know you’re being ripped off by your web company?

By Benny Placido Over the years we’ve spotted a number of tell-tale signs that will indicate whether or not you’re being ripped off by your web design company.  But surely it should be obvious? Unfortunately it’s not, because most business people are not web experts and they expect their web company to look after them.

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Why ‘more’ means ‘less’ in Digital Marketing.

Here’s an absolutely true story, that I was personally involved in, that demonstrates the utter idiocy of going for more and more email contacts, Facebook likes, Twitter followers etc. When we were first starting out, a customer asked us to do exactly that ‘Get me more contacts, likes and followers, I need to reach more

Read More »

The simple elements that make up an Inbound Marketing Campaign

In my never-ending quest to help you develop better inbound programmes, I was trying to find a simpler graphic to explain the elements that make up a straightforward inbound campaign.  There are lots of diagrams that show the process from Awareness – Consideration – Decision and from strangers – visitors – leads etc. but nothing

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