I haven't been on the blog much in a week or so. I was out of town at a trade show and sick to boot. Being sick while traveling is never any fun. But what is fun is reconnecting with friends who just happen to be competitors.
I was talking with one friend who runs a CPA/business valuation practice. We were talking about their need for a new website and e-mail newsletter functionality. He mentioned that the marketing firm they were working with was proposing solutions that he deemed to be overkill. Per my friend when talking about their needs for an e-mail newsletter:
Why do I care how many people opened the newsletter or click through? I suppose that's nice to know if you plan to do something with the information but I'm just trying to keep my name out there.
That's it. He wasn't interested in optimizing the newsletter or in using it to drive a lot of traffic to his website. He just wanted something with his firm's name to show up in the in-box of his referral sources, clients, and prospects on a consistent basis. Just trying to have something to send on that consistent basis was enough of a challenge for him.
His expertise is valuing businesses. It is not marketing strategy. He is focused on what he does best and what pays the bills in the short term.
My point for marketers, whether consultants or inside firm marketers, is this: do we make it too complicated sometimes? We talk to each other a lot about the latest in social media, web development, etc. but do we spend enough time talking to our stakeholders about what their wants and needs are and tailor solutions that work for them?
Don't get me wrong, I focus on metrics and on what I do best - marketing strategy and tactics. Yet, for some firms, it's okay just to get your name out.
Graphic: Hugh MacLeod - www.GapingVoid.com
It's a very interesting point Barbara.
My gut reaction to the "I just want to get my name out" comment was "but you need to know who's actually reading it, who's interested, who may be taking action...".
But, as you say, that may be a step too far for your friend.
Professional marketers and advisors need to be one step or two ahead of their client's thinking - gently leading them to a better place. But if we're too many steps ahead we run the risk of losing them. It's very easy for us to get excited about the latest buzz when our clients and colleagues are still struggling with the basics.
In this case, maybe it's best to focus on the simple stuff first - but provide a future proof path for the inevitable. 'cos sure as eggs is eggs, in a few months time when your friend is comfortable that his newsletter is getting out OK, he's bound to ask "how do I find out who's actually reading it?". And if the answer is "well, we didn't implement that and we'll have to start again from scratch if you want to know it" he's not going to be happy.
Ian
Posted by: Ian Brodie | February 16, 2010 at 07:08 PM