Relationship marketing is getting simpler with inexpensive tools. Yesterday I got one of those ‘Send-Out’ cards in the mail from a colleague whose webinar I attended. It’s a great way to practice the fine art of relationship marketing. Send-Out cards, although printed, look as if they’re hand-written, and can be used to get the attention of prospects. More often than not, they aren’t, however.
I admit I don’t open any junk mail. I dump immediately in the trash. Professional marketers are usually attempting to upsell you on more products or services. But because I like this person, (Michael Katz of Blue Penguin Development), I opened it. I was also curious to see how someone I respected in marketing would use this mass-mailing-made-to-look-personal tool.
Big surprise: He sent me a valuable tip without any attempt to sell me or ‘friend me.’ Instead of “Thanks for attending my webinar, and by the way, here’s the next big thing I’m doing for you,” I got a reminder that a marketing plan needs small daily steps to connect with clients.
Michael’s tip resonated with me. I keep remembering it. I’m someone who puts off marketing (apart from blogging) until after I finish my client work. (This is the very same recipe the cobbler uses to fix his children’s shoes…)
This is why business bloggers who do nothing but blog wake up one day to find their new business leads are drier than a James Bond martini.
I’m just saying that one marketing tool isn’t enough, even if it is business blogging. As a small business professional, doing everything isn’t possible, of course. Hiring a marketing person may not be in your budget. But how much effort and expense is involved in reaching out to clients on your list? Don’t they deserve some free tips or reminders? You betcha.
Does it matter if you use direct mail with Send-It cards or email or an e-newsletter? Not really. But it does matter what you say, how generous you are about helping people with free tips, and staying in touch with them.
Relationship marketing matters. The tools you use don’t.