What is your marketing personality?
Your marketing goal is to do business with people who believe what you believe. It can, and often is, a matter of style. Are you attracted to corporate leader types like Jeff Bezos Founder of Amazon or do you like the quirky revolutionaries ala Ash Ambrige of The Middle Finger Project? They might both have similar lessons or advice but each has a unique delivery style. One might feel more like someone you’d love to sit next to on a long airplane flight than another.
Is your content more about you than your customers?
I recently started following five online business coaches. I’m going to be launching some educational courses and wanted to see how they communicate their offerings. In a month, I’ve received over 300 messages just from these five individuals. That’s an average of about two messages a day from each. It’s blown me away and I’ve just unsubscribed from three of them. Thinking about these email numbers I wondered what are typical averages and what is ideal?
According to Marketing Charts, the average email subscriber gets 416 commercial emails a month. Email lists are critically important to any business, especially young ones. Opt-ins and lead page giveaways help attract followers. It’s a real accomplishment to keep your followers much less obtain a high open rate for your emails. The very notion that someone wants to hear from you again and again in this overcrowded world should be celebrated.
If you’re sending more than 30 targeted emails to people on your list in a month it’s generally going to have a negative effect. Ideally, open rates are highest if you’re in the 16 to 30 per month range. A medium open rate in that range is 32.4% or 2X the rate for entrepreneurs and companies sending more than 30 monthly messages.
Hubspot’s got a handy tool called Marketing Grader. You can get a report on how you’re doing in general versus a competitor. All you need is your competitor’s website url and email address. Overall, smaller companies have more success with their email lists than companies with over 201 employees. B2C companies also fare better. People are more apt to open emails from those that they see as personable and a friend.
Will they really want to hear more from you tomorrow?
Winnowing down the entrepreneurial coaches I was following was easy. Each coach delivered some valuable content. My decision was based on how I connected with them on an emotional basis. I stayed with the ones that felt more like smart friends and less like obvious marketers.
One key to smart content marketing is to make it feel more valuable and less like a sales pitch. With the cost of starting a business so low today, too many people are jumping in and creating marketing that’s copying a sales funnel system without focusing enough on delivering some meaningful value first. While sales funnels work, they also have a distinct pattern – a pattern that’s easy to spot and can feel superficial.
It’s better to relax a bit and just be yourself. Choose your niche wisely and spend time really getting to know your customers. Figure out their top questions and then do an absolutely excellent job of answering them. If you can answer their most important questions well, they’ll trust you enough to take a course you’re offering or buy a product you’re marketing.
Communications that are helpful and have more to do with developing a trusted relationship than sales will lead to better sales. It’s as simple and as hard as that for all of us.
PS. If you’ve got a branding or marketing question that you’d like answered, just let me know. I’m listening.