Brand Builders Part 27: Are You winning with an email campaign?
If you have a database with all the potential people in the world, that could be your customer, and it’s right there, how awesome would that be? Think about it. You don’t need everybody off the street, there are only so many people that can really be good clients of your company. So, if you had all their names, and their phone numbers and their email addresses, and you knew exactly who they were, you don’t need to use social media to get to know them. You don’t need to use traditional media to go find them. You have a finite list. There’s only so many people, they’re all right here in your database. So, what are you going to do?
Well, I recommend you send them some stuff. You can use direct mail, sure, you can mail things to their office, but you can also use email. Now I don’t mean the spammy gross email that says, “Hey, buy my stuff, buy my stuff, buy my stuff”. No. Instead, develop a relationship with them, get to know them, give them things they need, they care about they’re interested in. And it’s not talking about you all the time. You’re talking about them. You’re giving them knowledge that they care about, you’re giving them tools that they seek, you’re giving them information that they want, right there in an email. So, if you’ve got a great CRM, or email manager, (sometimes those are combined, sometimes those are separate), you can have regular contact on an ongoing basis with messages that position you as an expert.
Why aren’t you doing that right now? Right now. Set up your CRM, build out your email manager, develop all those messages you need to send to those people and talk to them. Pay attention to what they care about. Notice the things that they seem to gravitate towards, and the ones that they don’t seem to care about at all. Do more of the stuff they like, less of the stuff they don’t. Suddenly, this becomes the least expensive, most impactful and powerful tool in your arsenal. You talk about saving some money.
You don’t need to go give someone money to get in touch with your potential customer. You can do that directly. You don’t need a third party matchmaker hooking you up. You’ve got all their information right there. Talk to them. It seems like so many companies today are the shy guy standing on the other side of the gym looking at the girl they have a crush on but too scared to walk across the floor and ask for a dance. What’s stopping you? We’re not 14 anymore, or 15 or 16. Whatever point it was you made that move in high school. You have the ability, the tools, the potential, the message, you can sway them with your charm, but you’re still given money to other people to talk to them. You don’t need a matchmaker, talk to them directly. Take the bull by the horns. Go build a better brand.