, Gary from Ogilvy sent personalized emails to each influencial blogger that he reached out to.
You have to remember that these bloggers are being pitched constantly. A dear sir or ma'am is not only going to make their eyes roll and the pitch fail, and, more likely than not, book you a one way ticket to the spam filter.
The Concept of Platforming
Starting out Scott recommends that you pick one platform and focus on growing it. Spreading yourself too thin between the 50 "gajillion" social media sites that exist today will end up hurting you because you don’t have time (no one does) to connect with everyone everywhere.
If you focus on one platform and hammer away at it you have a much better chance of gaining some traction with your audience and THEN you can start expanding into other social platforms.
“Every band wants to play the stadium, but you need to fill a club first”
Scott is a living, breathing example of this. Scott spent 8 months on Twitter stumbling and bumbling around, until one day he decided “alright, lets do this thing for real”.
In January of 09’, Scott decided to live in twitter for 30 days and tweeted over 7000 times! He grew his follow base in that one month to 10,000 followers.
After about 25,000 twitter followers, he launched his blog and had a built in audience of raging fans.
Twitter Fan Question!
(grady and amanda ask) "What worked/what didn't as he first started out. His advice to us?"
Scott's biggest mistake was exhausting his in house email list by sending them way too much affiliate and sales materials. People were unsubscribing at an alarming rate.
Scott says he'd "rather have a list of 5000 evangelists than a list of 100,000 who just ignore me or want to unsubscribe.”
Your in house list is critical for your business!
The Marketers Biggest Sin
One of the biggest sin's of marketers is marketing to people the way they themselves hate to be marketed to.
Social media does not change the fact that relationships take time. Focus on one major platform and build it. “We are always looking at whats next in social media and marketing but we suck at now!” If we suck at marketing from 10 years ago focus
Personalize Your Email Newsletter
Scott personalizes his auto responder (almost an oxymoron) and asks each person what line of business they are in, so he can tailer his content to fit their needs.
This is valuable research and development for any business and a simple tactic to implement. Be warned it isn’t super scalable but it can be an invaluable way to start those conversations.
The Experience Gap
Some companies spend all of their time and effort gaining new customer and not enough on retaining existing customers.
A real world example: Tim horton’s coffee ended up losing Scott's business (around a 20,000$+ lifetime value) not because of something HUGE but little tiny things that added up over time. These tiny occurrences let Mcdonald’s reach in the gap and take Scott's business.
More likely than not, epic problems don’t happen. Most people will not voice their concerns and just leave.
Marketing Takeaway: it is vitally important to optimize every single touch point you have with your customer.