Wouldn’t it be nice if there were a marketing genie who could look at your current strategies and tell you exactly how many emails to send to prospective leads, how many social media channels to utilize, and exactly where and when to reach your target audience? Unfortunately, marketing genies simply do not exist.
The good news, however, is that you can find answers to these questions by utilizing marketing automation with CRM software. Before considering how that can be done, it may be good to discuss why this information is needed in the first place.
Line, Line…Where is that line?
Consumers are bombarded day after day with marketing messages coming from all directions. The sheer volume of information received by the average consumer every day is creating a situation referred to as “information overload.” How does this affect your marketing efforts? Simply put, saturating your leads with too much information at too many touch points has the negative effect of making your message virtually invisible. There is a fine line between providing value through your marketing efforts and triggering a defensive response in your leads that will cause them to tune out that message completely.
So, the question becomes, where is that line? The answer is not a simple calculation. You cannot simply say that X number of emails will generate Y number of opt-outs for your email subscribers. Why is this the case? You know the answer to that question already. Marketing is part science and part art form. There are a myriad variables to every marketing strategy, and a myriad customer responses to consider.
So, what are some general guidelines to determine how much marketing is too much? Perhaps the easiest way to figure out if your marketing strategy has gone over the line is to examine customer response. CRM software is a valuable tool precisely because it captures customer engagement metrics for you. Studying the reports generated by CRM applications often allows you to discern strong patterns in your lead base. In this way, you can measure the success of different components of your marketing strategy, and make adjustments as needed. The bottom line is this: If your message is not working to achieve the results you need, then just one email is too much.
OK, the line is visible now. What do you do with it?
Your potential and existing clients need to be able to clearly discern why listening to your marketing message is valuable to them personally. In order to make your message heard above the noisy background created by your competitors, you must craft that message carefully.
Using CRM software to analyze leads allows you to segment your leads into target groups. Once you see the patterns and discern where your leads are at each stage of the sales funnel, then you can send the right message at the right time. CRM software makes this process much easier, as it automates responses based on trigger points you have pre-determined from metrics you have already captured.
Keep the message consistent, but vary the content.
Your brand message should be consistent across all customer touch points. Your goal here is instant recognition and positive association. When your leads get a message via email or social media, you want them to instantly link that message to their overall satisfaction with your brand. To accomplish this, your marketing efforts must be consistent.
Does this mean, however, that you must use the same content across all channels? Absolutely not, as this is counter-productive at best, and disastrous at worst. If your content is the same across all channels, it is an indication to your leads that you are just going through the motions with little interest in their personal needs. CRM software allows you to vary your content so that it matches the profile of the customers who use one method of interaction with you over another. For instance, customers who follow your twitter feeds may not have the same interest profile as those who just engage with you via email.
It is true that some leads will engage with you over multiple channels. Providing real value to them will necessitate varying your message so that it remains useful, engaging, and motivating. CRM software aids with this process, because it gives you the capacity to track and management your contacts at every stage.
Summing it all up
The takeaway point is this: There is no hard and fast rule pertaining to how much marketing is too much. A consistent, relevant marketing message delivered at appropriate customer touch points will be appreciated by your leads, will convert those leads into sales, and will keep your customers coming back for more. Keeping an eye on customer engagement metrics captured by your CRM software will help you find the balance and optimize your marketing efforts.
If you would like to see how all this works, please contact us for a demonstration of our CRM solution for your business today.