One of the reasons I am getting more and more invested in AI as a product and startup is the potential for AI to increase company touch points with customers.
This article won’t get into how AI is transforming everything related to marketing and customer service, but let’s just say everybody is working hard to take advantage of ChatGPT!
I recently asked somebody what they thought was the biggest problem with online marketing in general and email marketing in particular, and they answered, “That we all get too much spam!”
I couldn’t disagree. I get too much spam. That is a big problem.
But I digress a bit here. I started to analyze what is actually happening in the world of email marketing. The truth is that among the 33.2 million small businesses in the US how many are actually sending out email spam… And yes a ton of businesses are doing marketing, but the fact is the majority of small business does not actually do enough marketing. Email is only one medium. You also have text marketing, social marketing, organic search marketing, video marketing, and much much more.
The truth is the majority of small businesses are not engaging and actually accomplishing that much marketing. Yes, maybe a million small businesses send regular marketing emails to customers, but what about the millions of solo operators that are not sending you a spam email this week or text?
I actually think that the opposite problem is true. Most small businesses are not actually communicating enough, or at least on a regular basis, and definitely not often enough across all these marketing mediums.
It’s that we are not getting a regular email, text, or social from many small businesses that need to communicate with us and we are being drowned in emails from those who have dedicated marketing departments.
My wife keeps telling me that it takes an average of 6 emails sent to a customer to get them to buy! That’s why spam is such an important marketing play for large companies. They need to keep you in the loop so you don’t forget them.
Even brands have feelings, and your favorite smaller brand needs some good thoughts to remember them and TLC.
I looked up some info and about 27 million of the 33.2 million small businesses are a solo operation of 1 person. About 650,000 businesses have over 20 employees. Among that group, 90% are using a CRM and sending marketing emails. Among smaller operators and solo businesses, they are not doing much, and they represent 95% of small businesses.
So we are not really hearing from every business we regularly interact with.
The solo operator and small businesses are not doing enough to increase what we call “customer touch points”. That simply means being able to have a customer see, feel, or hear about a business. It’s any place the customer sees the company or brand, whether at a store, in an email, SMS text, website, or on social media.
For many businesses the answer is easy; go and set up a Sendgrid, Mailchimp, Brevo, or Constant Contact account and start sending emails tomorrow. The problem is that most small businesses don’t have the time or the inclination to do that. That’s why they hire digital agencies and just pay for somebody else to do it.
The point I am trying to make is most companies just need to increase their customer touch points by like 10X or 1000%. That requires work, no matter how you look at it. If you are sending 1 email every 3 months, you should be sending more like 6–12 emails in that period. You should do periodic text messaging, like monthly at least. You should probably do a Twitter Post and Facebook Post weekly at least. Maybe you should be doing like 100X.
There is a point where this becomes spam and people opt out and say you are doing too much, but until you at least start on the path there, it is a blue sky project here. Every business needs more touchpoints. The more touch points, the better the results for your business, because in the end, it is all about do they remember you. If they can’t remember you, then you can’t easily get found or contacted or sell them a service.
Obviously, every business is a little different. Some need a lot more touchpoints. There is a reason they call it “constant contact”.
On June 6th, 2023, there is going to be a Tech Startup Pitch Event at The Eglavator in Boca Raton, Florida, where we will have a ton of new startups pitching. Here is a link to that event.
https://www.eventbrite.com/e/startup-pitch-event-tue-june-6-at-the-eglavator-in-boca-raton-tickets-635461441277
If you can’t make that event, then please sign up for the next events and our StartupPOP startup newsletter by clicking here.
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