by Mike Herrold, ChannelBound Partner
Why is growing a business so hard?
Trying something new is difficult for most people. Paying up front to try something new can paralyze some. But for those who take educated risks, the rewards will outweigh the cost. They believe when they put their business out there in the right way, people will respond.
Sophisticated marketing automation is pretty new to most small business owners. Kind of like one-way (or "outbound"), direct eMail marketing used to be. Don't let newness or confusion about marketing automation overwhelm you.
Think about your own experience. You've probably read or clicked-through a few links in emails designed to pique your interest. Maybe you found something you wanted and bought it. Now think about this: What if every email you got was relevant to your interests? Wouldn't you enjoy exploring what your inbox had to offer?
One thing is for sure ... business owners invest a lot to get your email address and design messages with something you care about; if they didn't invest, then you and that business likely wouldn't have connected. As a business owner, you owe it to your company and your potential customers to reach out and make connections happen. Marketing automation through ChannelBound can help, but first let's clear away a couple of common objections.
Objection 1: People's eMail boxes are overcrowded with junk mail. I'll be ignored.
Which is worse? Having a potential customer miss out on your product A) because you never offered it, or B) because you tried and they skipped over it? Mistake (A) is on you. (B) is on them. If you get skipped the first time, it's simply an opportunity to try again - maybe with a different message, at a different time of day, using insight into a customer profile you didn't have before. All are possible using ChannelBound.
Incidentally, ChannelBound is about more than sending relevant emails. While it's true, automated communications are exclusively digital ... but only until you decide to give personal attention to a lead. ChannelBound is about efficiently reaching more of the right people, knowing enough to say something worthwhile, and prioritizing time investment. Some leads come to you first, volunteering information about what interests them, IF you're ready to listen and watch. Maybe they speak through a dynamic form, or maybe they just spend some time on your website. Regardless, IF you know enough about them to say something worthwhile or share something of value, then you won't be ignored. ChannelBound prepares you to overcome the 'IF' factor.
Objection 2: I don't know whether ChannelBound will work. It's too big a risk of time and money.
Let's compare: today's situation vs. trying something new. Assuming you spend some time or money reaching customers and making them happy ... Do you know how well your marketing spend to-date is working? What's the cost of generating leads, nurturing them into customers, and keeping them engaged? If you don't know, who's to say whether the risk you're taking today is any less than trying something new? With ChannelBound, you can generate, nurture, and engage leads like never before, know what it costs, and know what works. And knowing is half the battle. The other half is doing something with your knowledge.
Of course, we know not every pitch or appeal will work well. Some will do better than others. When a campaign is not working well enough, you'll know for sure based on engagement results. You can stop pouring time and money into it and instead, try a new approach. ChannelBound gives you options and the tools to know more so you can follow-through and do more.
You can easily replicate and expand to reach a larger audience using proven tactics. We know some good tactics, and you'll develop others to fit your target audience. You'll know success rates from which you can build target profiles. Profiles will help you set your own expectations and take educated risks. Tweak and test various formats and pitches as you learn more about what interests your audience.
God forbid, if every attempt you make fails, you can cut the cord on digital marketing with ChannelBound ... we're not like the annual gym membership you're locked into. When you win, we win. Let us be your guide as you try something new.
The Bottom Line
Learning and growing is tough. It's not free. You have options. You need tools and a guide to help efficiently grow your business. Let us be your guide.