So you want to reach your customers. You send out marketing materials, then more, then more. Yet you still don’t receive the response you want. In fact the response is actually decreasing now, which instinctively makes you try harder. Is it possible to overly market? It sure is. This is actually a very detrimental activity for your business.
When you decide to directly market to your prospects – whether it’s via social media and email, or printed materials like direct mail pieces – be careful how you do it. It’s easy to cross the line into spamming and degrade your image.
Choosing how to conduct your marketing activities depends on the type of business you own, and what you are trying to sell. To avoid turning off your customers and decreasing your prospects, choose your marketing tactics carefully. Any good marketing person can help you with this if you aren’t sure which direction to go.
But a good rule of thumb is: don’t repetitively spam your prospects with emails, direct mail, etc. in a very short period of time. It’s like receiving a phone call everyday from the same company, saying the same thing, with the same tone, and the same words.
How long would it take you to stop answering the phone? Not long.
Think about what this means for your business.
If you need to increase interaction with your prospects, vary your materials and let them have the option to view it rather than forcing it upon them. Employ more inbound marketing strategies. Save the messages you really want them to see for planned campaigns and outbound marketing. That way you will get their attention when you really need it, but not turn them off by continuously shoving a bug in their ear.
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