In marketing circles, there’s a lot of talk about marketing being a numbers game. And in a certain sense, that’s true.
If you write a letter about your email marketing services, and it gets a one percent close rate, then you need to send 100 of those letters if you hope to land a client.
But marketing is about way more than just numbers. It’s also about targeting.
If you send that same letter above to 100 companies that don’t invest much in email marketing, your one percent close rate is going to drop. Dramatically. And that means you have to send a lot more letters to get that one client.
On the other hand, if you send it to 100 companies that rely on email marketing as the backbone of all their profits… your close rate might go up. Then you can send fewer letters to land that same one client.
The same is true for any type of marketing method you use. The more you focus on reaching the right people, the better your results will be.
On social media, nurturing connections within your niche or among companies that use your kind of service will be a better use of your time than trying to nurture all your connections.
If you publish a blog with the intent of attracting inbound traffic and leads, you’ll do better focusing in on the topics your ideal clients will be looking for than you will trying to cover everything under the sun related to web writing and digital marketing. When you do, you’ll have a higher chance of reaching the right people with your blog.
If you use Pay-Per-Click advertising, the more targeted you are with your keywords, ads, and landing pages, the more leads you’ll bring in for the money you spend.
Targeting can happen in a lot of ways:
- You can target a niche.
- You can focus on a specific project type and only contact companies already using it.
- You can zero in on a location if you prefer to work with local clients — just make sure your message highlights the advantages of working with a local writer.
- You can ask existing clients for referrals.
- You can send your marketing messages to an email list you’ve built of people who have expressed an interest in your services.
However you do it, reaching the right people can shift the marketing numbers more in your favor… and it can also result in higher quality, better paying prospects because they’re just more interested in and attuned to the value of what you offer.
Targeting does take a little more effort in some cases, but the return on that extra effort almost always outweighs the results you get from a more scattered approach.
Give it a try… and then I’d love to hear how it works for you.
New on the Site
Content upgrade, lead magnet, bonus content, ethical bribe, free report… these terms are all used to describe free offers you make on your website in order to entice people to sign up for your email list. However, they’re not identical. The differences are subtle but important… and in Andrew’s most recent Reality Blog, he explores when to use each.
These days, Search Engine Optimization and web page freshness go hand-in-hand. Which is why keeping web content fresh is a huge opportunity for web writers. Have you considered adding this service to your web-writing arsenal? Check out this Roving Report to see what this opportunity is all about.
Whether your goal is to sell a product directly from a client’s landing page, ask visitors to download a free white paper, or promote a webinar or demonstration, higher conversion rates are better. In this post from John Torre, discover nine ways you can give your landing pages a conversion boost.
Mark Your Calendar
May 26: Practice Assignments are due! If you want to participate in our current Homepage Practice Assignment and you want your assignment in the running to be included in our live webinar review, make sure you get it in by this date.
May 28: During this live review, I’ll look over several of your Practice Assignment submissions. I’ll discuss how to approach a homepage and how to review your own work critically. By the end of this session, you’ll see what works on a homepage and how to make edits that will strengthen your final product. Whether your assignment is chosen for review or not, this session will be a great learning experience. I hope you’ll join us.
Around the Web
Seth Godin talks about reach and how much it matters — this is also the inspiration for my opening notes.
Trying to figure out your purpose in life? Here are some fun questions to ask that can really and truly help you get there. But, be warned, if you don’t like off-color humor or language, this post is not for you.
Want to understand Pay-Per-Click marketing better? Here’s a quick crash course.
Mark Schaffer, author of Marketing Rebellion, shares his very personal lessons from going through COVID-19, in this podcast episode.
That’s all for now. Make it a great week!