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I did a presentation to a group of mid-sized B2B business owners here in Saint Louis a week or so ago. I met a gentleman named Dave who owned a fairly large construction firm in Saint Louis. He was a good guy and was definitely interested in what I presented about.
When I do presentations and when I am networking my goal is usually to get more people to sign up for my email newsletter.
WHY didn’t I ask Dave to be on my email newsletter list?
After all, he was interested in my presentation.
The quick answer is — Dave is not a member of the niche that I target for my newsletter and blog.
My newsletter and my entire blog is devoted to teaching TINY business owners how to use the tools available to them on the Internet to market their products and services.
Know Thy Market
Email marketing (marketing in general for that matter) is about knowing who you can help, and who you can’t. It is about building trust with those that you can help.
I am certain that, had I offered, Dave would have signed up for my email newsletter. However, he would have found very little value in the newsletter for his situation. He is the owner of a much larger company than I write about.
Too often, marketing goals are tied to numbers with no consideration for quality. Amend your marketing goals — consider things like:
- Get 10,000 Twitter Followers
AMEND TO
- Get 100 Raving Fans on Twitter
Or
- Get 15,000 Unique Visitors To My Website
AMEND TO
- Get 50 People To Leave Engaging Comments On My Site
Or
- Get 1,000 Email Addresses For The Email Newsletter
AMEND TO
- Get 100 Laser Focused Members of the Email Newsletter
Although the temptation is to go for the numbers, in the end it isn’t the best move for your business. Spend your time and energy finding the RIGHT person to receive your marketing message. This way everyone wins — you, your target market and especially Dave.
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