Subscribers: To Know, Know, Know Them is to Love, Love, Love Them

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by  Jim Ducharme The most basic conversation is one where we get to know each other. That is a true  digital marketing strategy . It’...

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The most basic conversation is one where we get to know each other. That is a true digital marketing strategy. It’s all but impossible to carry on any worthwhile interaction and certainly any valuable relationship if you don’t get to know each other. Any good writer or presenter will tell you that knowing your audience is absolutely the most important thing. If you want to relate to them, engage them.
Digital marketing strategy and in fact, any kind marketing or sales strategy is not about the product, but about what that product can do for your customers. That value proposition is impossible to express effectively if you don’t know who you are talking with — simply because if you don’t know your audience, you can’t relate to their frame of reference.
Large brands spend a good deal of money on technology to help them track the behavior of their subscribers and understand them better. You don’t have that kind of money to spend, but the good news is you don’t need to. With a little thought you can develop an understanding of who they are and what they want from you.
You know who they are
and you know what you are selling and you know who you want to sell it to and so, you can sketch out who those subscribers are and using that sketch, you can optimize your content to better engage and convert them. You have the most powerful database on the planet at the tip of your fingertips. Use Google and other search tools. Find out what the people you are trying to reach are doing, what they are reading and what they want.
Be inspired by others
Subscribe to every single newsletter related to your niche. You can because you can’t know everything and you’ll find inspiration in what others are doing.
Facebook, Twitter, forums and Pinterest
The interaction of people on such platforms can provide a much better understanding of what your subscribers and potential subscribers are sharing and talking about. What they are sharing and talking about is what they are interested in.
Ask them directly
Survey Monkey or other survey tools can give you a lot of insight into your subscribers. However, if you want people to participate in a survey, make sure you offer an incentive of some kind.
The kitchen table is the best place to write
Writing good engaging content isn’t natural for most of us and it doesn’t get easier if the only thing you have to relate to when writing is a laptop. When I write I like to picture myself sitting at the kitchen table chatting with a friend. This really helps me write more effectively. Many professional writers I know have specific places they like to work in. For example, one of the best copywriters I know always works on his back sun deck, because that’s where he finds his muse.
If you are having trouble writing, try changing your location. Go outside and sit on your deck or in your kitchen or to the park. If you choose the latter, pick someone who’s in the park as well and imagine you are speaking with them as you write. This actually does work! Remember gaming your digital marketing strategy is also a method for yourself.
There is no one right way to write
The right way to write great marketing content is to write what works for your subscribers and thus, for you. Watch your stats and when you see good performance analyse the message(s) that produced the good numbers and compare them to the ones that didn’t perform so well.
The good of the one outweighs the needs of the many
Always write as if you are speaking to one person and not a crowd. No one reads their emails in a group huddled around their computer – the inbox is a personal space.

It’s about the relationship, not the product
Your success isn’t based solely on the quality of your product/offering. Your success is based on the relationship you have with your subscribers and the digital marketing strategy of how you manage and nurture them.

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#DIGITAL: Subscribers: To Know, Know, Know Them is to Love, Love, Love Them
Subscribers: To Know, Know, Know Them is to Love, Love, Love Them
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