Thursday, March 29, 2012
Split calls to action: #FAIL
You have a number of products to push to the same target market at once, and it feels like they're all of the highest priority. Instead of making the tough choices, you decide to combine them. In an ad, an email or an outbound telemarketing effort, you try driving as much as possible to the same people at the same time. In the end, what do you get?
Listen for the sound of the crickets.
Effective B2B marketing is often about making tough choices, and sacrificing one opportunity in favor of another. This means pushing one product over another - and taking the revenue hit (whether you like it or not).
Of course, a solid dose of planning will prevent this problem. Set your calendar ahead of time, and you'll see where these collisions are likely to occur. You'll get a little bit of elbow room, but the problem is still bound to arise every now and then.
When this happens, what should you do?
Well, the first thing is to set your priorities. Favor the product that is more urgent - or has more revenue potential. Bite the bullet on the other. Or, you can use different channels for each. Maybe you'll use email for one offer and social media marketing for another. Choose your channel based on the priority of each product and the relative success of the channel.
It's not easy, but getting something is better than nothing.
Now, I could choose to ask you to subscribe for email updates here and to leave a comment with your thoughts. Since the results would be the same as asking for nothing at all, though, I'll let you off the hook. It is my first post, after all!
Photo: mariachily via Flickr