Archive for July, 2010

Is internet marketing dying?

Tuesday, July 20th, 2010 | Marketing Strategies, Trust Marketing with No Comments »

boredbizwomanThis has been a big question on a lot of minds this year.  I keep seeing messages on forums asking if e-mail marketing, list building and other internet marketing strategies are coming to an end.  The answer is NO!  The actual function of the marketing is not coming to an end, in fact it’s going strong for many people.  The change is coming in how we use these different mediums to market our businesses.

In fact, as a coach, you have a unique opportunity to capitalize the most on them!  It’s the conversation and message that’s changing more than anything.  The reason the question about these mediums dying out is being asked is because people are seeing their numbers dropping in response to their marketing.  Are you noticing this?

There’s a good reason for the drop in response rates.  It’s called desensitization.  Usually that word is used in conjunction with violence.  If you’re exposed to it long enough, you lose your fear of it and then run the risk of being violent yourself.  Yes, this is what’s happening with internet marketing.  For 15 years or so, internet users have been bombarded with e-mail marketing, pop up boxes, sales pages etc… They’ve seen it all and they’ve seen it 100 million times over.  Now they just hit the delete button, unsubscribe, click away or their eyes glaze over.  The “tactics” that we’ve been taught through the information marketing age are dying…not the mediums themselves.  People aren’t responding because everything sounds the same to them.  Nothing is standing out as new, fresh, or different.

So, what does that mean?  It means, if you are going to get business on the internet you have to provide something that internet users aren’t desensitized to.  They need content that gets their attention through emotion (click here to read Scott Stratton’s great article on this).  They need people who are selling something new, different and fresh.  They need to hear your passion.  They want transparency, honesty, and they want to be able to trust you.  Stop putting out the same old, same old content.  Differentiate, get brutally honest, and share your passion with the world.  That’s going to get you noticed on the internet over anything else.

Do you think internet marketing is dying?  Or are you joining us in the new evolution of internet marketing?

Kristen Berieis, Trust Marketing Expert

Automation is great. Until it isn’t!

Tuesday, July 6th, 2010 | Marketing Strategies, Trust Marketing with No Comments »

computerwiresI’m a huge fan of automation because it creates consistency which is one of the 4 pillars of trust-building in marketing.  Automation can make life easy.  It allows you to set things and forget about them.  It’s particularly helpful for keeping the marketing calendar on track.  I love getting a pile of marketing materials from my client way in advance.  Then we can spread it out using automated processes over several months…sometimes a year.  It’s done and we can focus our energies elsewhere.

There is a time and place for automation.  There are also some major mistakes I’ve seen that can create distrust…which will turn people away fast.  So, it’s important to use automation wisely and where it makes the most sense.   What’s wise and where does it make the most sense?  Well, here are some guidelines to follow when setting automated marketing.

  1. Think about the future - If you are setting a repeated automation (like an automated welcome e-mail for a list), then think about how it will be used today as well as how it will be used in a year.   Make sure your message isn’t date sensitive.  Make sure it applies no matter what time of day, what day of the week, what month or year it is.  Make sure there’s no reference to a particular news event that’s going on currently.  This seems like common sense, but you’d be surprised how many e-mails I’ve received after signing up for a freebie that are completely outdated.  It makes me wonder whether this person is on top of things and whether they are even still active in their business.  Do you want that going through your potential clients minds?  I doubt it.
  2. Think about who will be seeing it - This is extremely important particularly on social networks.  You aren’t necessarily just talking to your potential client.  You could be talking to potential referral or joint venture partners as well.  So, when you set up that automated “Thank you for joining my community” message, think about who will see that.  Please, please, please…do NOT sell a service/product, get them to sign up for your freebie, or anything else like that.  That’s a huge turn off.  They don’t even know you yet…why would they buy or sign up?  Set your automation to welcome anyone and ask them to tell you more about them.  That will get them into conversation.  Later, through your public communications, you can invite them to buy or sign up for something.
  3. Only automate conversation starters, not interactions - There’s a difference between a conversation starter (a topic, thought for the day, or information) and an interaction (a response to your conversation starter).   Consider which you are creating and only automate if it’s a conversation starter.  Otherwise, you are bound to not be “in conversation” and it will feel “off” to the person reading it.  That “off” feeling is the seedling for distrust, so it’s the last thing you want to do.

So, the next time you go to automate, make sure you are creating trust with your automation instead of repelling people away.

What do you think?  Is there too much automation going on?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert