Tag: email marketing

Get it going

FabrizioLeave a comment

Keep in mind that some tools that we use daily in marketing (and not only) are just ideas that stuck.

As such, it is good to periodically review them to make sure that they are still useful and that people using them agree on what they are for.

The funnel is such an idea.

Everybody uses it and talks about it all the time. Yet even within the same organisation, it is usual to have different people look at it from different angles, defining different stages in different ways, and generally using the levers for somewhat contrasting purposes.

So, asking what a visitor is, what a lead is, what qualification means, and agreeing on the process that moves traffic back and forth is a great place for teams to start. And to go back to whenever it makes sense.

Without this conversation, chances are that you are all focusing on separate parts. And that’s not how the funnel gets going.

Better than two

FabrizioLeave a comment

In whatever you do, keep things simple.

One button is better than two.

One paragraph is better than two.

One message is better than two.

One minute is better than two.

One goal is better than two.

It takes time and effort to bring things to their most simple form. And it pays off a million times.

Stories over numbers

FabrizioLeave a comment

Numbers come after stories, and stories others can relate to come after stories we can relate to.

We like to think of the world as a rational place, where people make decisions based on a set of available information. Of course, that is far from what we experience every day.

If you want to inspire action you need to remind this.

Not a support function

FabrizioLeave a comment

Don’t go to marketing with tasks. Go to marketing with ideas.

As marketing owns many of the communication channels of a company, marketers often find themselves swamped with (last minute) requests to push out this or that message. An upcoming webinar. The latest integration. A landing page. A logo to add somewhere. The next newsletter.

Approach marketing with ideas, instead. Ideas are broader, they give marketers the possibility to prioritise, plan, create. They stimulate ownership and foster better organization.

Marketing is not a support function.

Give before you ask

FabrizioLeave a comment

You have to give before you can ask.

Lead with your expertise, your point of view, your research, your data, your guests, your knowledge before you actually ask to sign up. Even better, never ask. Set up a vision for your world so unique and appealing that people will want to be part of it without you even having to ask.

Sometimes you might get lucky. You might have people onboard before you have to do anything. That “free trial” banner might get enough curiosity for it to actually have an impact on your top line.

But don’t let luck misdirect you.

You have to give before you can ask.