| Identify the Low-Hanging-Fruit in Your Lists |
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Most of you probably saw my April fool’s blog post last week. It was very well received and my political humor didn’t offend too many. How do I know this? Well, not only is an April fools’ post fun it’s the perfect laboratory for testing how well your audience is listening. Certainly, there are some who may not have read it, sort their inbox and miss timely posts, or still haven’t opened last week’s snail mail let alone their computers. But those who did, I tracked. With the wonders of the Internet, we tag all our posts strategically so we can see who is really paying attention. Prioritize Your List – This little joke provided me with numerous replies and a few admissions that I actually fooled a few of you (LOL!) More importantly, I know that those who took 30 seconds to reply in any manner are not only paying attention, but like my brand of humor. These are top priority people in my list.They relate to me in some way and would probably be easy to do business with. I can definitely help them and some might be able to help me. Those who didn’t like it either ignored it or unsubscribed (only 1 last week) so I’m convinced it was worth sending. I’m sure it made people laugh. Find Your Real Fans – I’m in the process of cleansing my personal Facebook page this month. Not only do I wish to reclaim my personal page, I want to further prioritize those on Facebook. Fan Pages (such an ego-centric term) are easier for businesses to manage and they allow the same level of interaction from your audience on the news feed – if you allow it via your settings. I know that I could easily use lists within my personal page to sort the feeds from my friends, but I’d rather see who is paying attention to me and could potentially be a client. That’s the real experiment. Will I lose hundreds of “friends”? Yes. Do I care? No. Will I cull my list to those truly interested in Pollock Marketing Group? You betcha. Will they get top quality content and preferential treatment? Absolutely. Less IS More – Social media allows us to create an online brand that goes willy-nilly all over the Internet. (Remember that ad?) I am told by many that they see me online “everywhere”. That’s fine for brand building, but you still need to convert fans into clients. That’s not an easy task with an audience of 50 million. Niche or focused marketing is best when you can carve out a tiny little segment and give them exactly what they need. Don’t be afraid to test your fans, followers, or list members’ loyalties. People change, their needs change and you need to focus on your top priority people. They are the ones you have the best chance of reaching and converting. Take time to connect very personally with these few people and learn what they need. You will reach even more people like them and those just “hanging out” or re-cycling your content (you know who you are – and so do I) will never become clients. They are at best, long term potential for you. Nurture your low-hanging-fruit first and let the others ripen in their own time. Want to use this article on your website? That's great, but please include the next section beneath it.
Paula Pollock is CEO of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG supports business marketing at all levels from DIY, short-term projects and campaign corrections. You can sign up to receive her Marketing Tips newsletter at www.paulapollock.com
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Most of you probably saw my Stay Connected!
