Content Marketing: 6 Ways Marketers Annoy Their Prospects
Every single marketer has to sell to prospects without annoying prospects. Every company has to walk this fine line (including call tracking companies like LogMyCalls). Here are 6 ways to annoy your prospects. We try not to do these things.
1) Sending them too many emails
Do you hate looking in your inbox and finding constant, daily emails from companies.
Don't send your prospects too many emails. Once or twice a week is sufficient.
2) Not sending them enough emails
Far too many companies assume their once monthly newsletter is sufficient to effectively communicate with prospects. These companies are wrong. A once monthly communication with a prospect simply isn't enough.
Again, shoot for one or two emails a week.
3) Poor content
If you're content stinks, your prospect is going to get annoyed.
4) Nurturing too slowly
Sometimes content marketers are so worried about nurturing in a lock-stepped and defined way that they forget to 'take it to the next level.' They share content, share content, share content, and they never ask if the prospect actually wants to buy the product.
This is silly!
This is like the teenage boy who takes a girl on a date, takes a girl on a date, takes a girl on a date, and never tries to kiss the girl. Dumb guy.
Now, this isn't to say that we should ask the prospect to buy in every email we send. Rather, it means that we should occasionally ask the big question in the midst of sharing useful content.
5) 'Breaks' in communication
When a prospect signs up for a product, a service, a White Paper, or occasional emails, don't wait 4 weeks to send them something. That's dumb.
Send them an email THAT DAY!
6) Sending them content that doesn't matter to them
This is a substantial problem in the lead nurturing process. Very often prospects are sent emails containing content that doesn't matter to them.
Let me give you an example of what I'm talking about.
We have two audiences for LogMyCalls: 1) marketers seeking to track campaign ROI (i.e. traditional call tracking customers), and 2) sales and call center executives that care about call recording and call scoring. These are people that care about sales training, sales performance, and listening to call recordings. These audiences are vastly different.
It would, therefore, make no sense for us to send a group of sales executives and sales trainers emails about marketing and call tracking. Conversely, it would make no sense for us to send marketers that care about call tracking data emails about call scoring and call recording.
by McKay Allen, Inbound Marketing Manager