Financial marketing

The Wild West of Pandemic Marketing

22nd October 2021

Have you felt that some marketing has become a bit Wild West, a bit lawless, during the pandemic? Specifically, we’re talking about email and business orientated social media. It seems to have resurrected the old ‘If I chuck enough of this against the wall, some of it will stick’ strategy. Here’s a couple of tongue in cheek examples.

‘Hi XYZ. I see we share some connections. Let’s connect’
(Connection made out of curiosity)
‘Hi. We offer the highest quality website development services. Are you thinking of updating your company’s website?’
‘Thanks for your message but we are an agency ourselves so not a good target for you I’m afraid.’
‘Thanks for getting back to us. Perhaps you have some work that we can help you with?’
‘Thanks for your message, but we are fine thanks.’
‘Hi. We offer the highest quality outsourced website development services. Are you thinking of updating your company’s website?’
‘You’ve sent that message before. Please don’t do this.’
‘Hi. Did you get my last message?’
‘Yes, and I replied to you.’
‘Thanks for getting back to me. We offer the highest quality outsourced website development services. How can we help you?’
‘Please stop. This is hurting my brain!’

Or how about this email?

‘To whom it may concern. We offer highly targeted email marketing services that can transform your new business pipeline.’
(Delete)
‘Did you get my email? How can we help you transform your new business pipeline?’
(Delete)
‘Thanks for your email. I’m not sure you can help us I’m afraid’
‘Hi. Thanks for your email. Let’s schedule a call. Here’s a link to my schedule so you can book yourself a consultation.’
‘Please stop. This is hurting my brain!’

Desperados have always roamed the plains, but the volume of splatter gun marketing has risen to perilous proportions. These are difficult times and you can understand the temptation to do this. But the better way is to get out of the Wild West and follow the marketing laws of the land:

• Know your prospect
• Create a compelling pitch, instead of endlessly repeating the catchphrase of the two tailors in The Fast Show  – “Do you want it Sir? Do you?”
• Tailor your pitch using the research you’ve undertaken on the prospect
• Use email really well
• Use print…yes it is still possible
• Or go crazy and pick up the phone and start a real and meaningful conversation.

The cost of marketing automation is buttons, if you pardon the pun. But the opportunity cost of marketing automation can be astronomic, as doors will slam firmly shut.

There are no shortcuts to good marketing. Its most precious ingredient is time. Put the time in and it will open doors.

Cheap marketing is like a blunt pencil….pointless.

It’s time to sharpen up.