It makes perfect sense to use “human” or “manual” marketing with – your top 20-30 accounts. In theory, this frees you up from the time vampires who are sucking your time away with marketing that probably won’t have a good return on investment.
But, what about the rest of your clients and prospects from various other sources? How do you nurture your relationships with them? This is where we turn to the other method of marketing. We’ll use automation to market to the rest of our list.
We start by thinking about the people on our list as our “flock”. We need to move beyond seeing clients simply as contacts and start seeing them as relationships that need nurturing. These are relationships that we are responsible for.
Why? Because these are the relationships that will bring us the most business. These people will help us, by us helping them.
When some technopreneurs market to their contacts, they can “burn the list”. This is basically sending out a bunch of useless garbage to your contacts, causing them to not want to hear from you. To leave the list.
We want to get away from this model by creating a consistently valuable experience for your flock so that they can be guided by you when they face a problem that you can help them with.
Think: when you send your flock some marketing, are you helping educate them? Are you building relationships by sharing in personal things about you? If neither of those are true, then reassess the marketing campaign.
You’re helping to shepherd them to a good solution whenever a solution that you offer is there. If you’re not the right solution, that means helping them find the right solution.
Twenty years ago you could get by without automated marketing simply because nobody had it. Today, with all of the things people can give their attention to (let’s call those distractions), it’s impossible to be effective at marketing without using both people and automation.
Why do you need both manual and automated marketing? Let’s take a look at what each one looks like if used on its own.