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April 14, 2015

3 Ways to Break Through the Marketing Noise

John Timko
Vice President, Marketing Strategy
ConnectWise, Inc.
Get Your Message Through the Marketing Noise

Do you sometimes feel like none of your messaging is getting through to clients? When you’re competing with social media from award-winning ad agencies, emails developed with Fortune 500 budgets and the latest viral videos on YouTube, it’s hard to make your voice heard.

You have seconds (at best) to capture a prospective client’s attention. And when you’re up against content gurus, what chance do you have?

Increase the odds of getting your content seen by clients. These 3 easy messaging best practices can help you better capture (and keep) client interest:

1. Get to Know Your Clients

Who are they? What do they care about? And when do they want to hear from you? We could give you broad generalizations and industry averages, but the fact is that every audience is unique.

And, quite frankly, the moment a ‘perfect time to send an email’ communication goes out, everybody and their brother jumps on that bandwagon, instantly inflating the number of emails a client receives at that (used to be) ideal timeframe.

Quick Tip: Rely less on industry averages, and instead run tests to identify the best ‘send’ or ‘post’ times within your unique client base.

Which brings us to our next point…

2. Make it About Them, Not You

Too many companies make their marketing materials more about themselves than what clients can expect to receive. Clients want to know what you can do to help them succeed.

  • Stop leading with this: We’ve been servicing data centers since 1996.
  • Start leading with this: Put your data center in experienced hands.

Instead of leading with we and our, the second example directly states what a client stands to gain and personalizes it with the word your.

Quick Tip: Unless you are a shady click-bait site, avoid those annoying ‘shock and awe’ calls to action that are rampant on Facebook. You know the kind; they always have a somewhat shocking headline that ends with something akin to ‘you won’t believe what happens next.’ Doing this erodes your company’s professional image.

3. Reward Loyalty

In this digital age, we still generally trust people we know more than we trust companies. That’s why so many companies conduct client case studies. It’s all in an effort to create something you can relate to.

Think of the Apple brand. Its cult-like following grew by way of brand advocates. Early adopters rave about the great new functionality, tell all their friends and (before you know it) millions of people want the latest ‘i’ product.

Quick Tip: As we move deeper into the digital age, personalization is becoming more essential to success. Harness the power of your brand advocates by rewarding them with special perks—a special discount, cool branded gear or a client loyalty event.

Regardless of your marketing budget, get to know your clients better, lead with value and turn your clients into raving fans.

Do you have any burning marketing strategy questions? Let me know in the comments below and I’ll circle back with best practices in an upcoming post.

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John Timko Vice President, Marketing Strategy
ConnectWise, Inc.

As a former pitcher for the Detroit Tigers, John knows the importance of playing for the name on the front of the shirt instead of the back, so he’s always looking out for what’s best for LabTech partners.


One thought on “3 Ways to Break Through the Marketing Noise

  1. Excellent article about business marketing and the three points you focused have really great impact on what our viewers see in our marketing campaign and what should be the approach for a perfect marketer.

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