Working with small business is a blessing and a hoot.
When you find your niche that you love working with, you know that sense of pride and comfort.
The other day I got this heady feeling of “belonging” in a place where I did not really fit in. Has that ever happened to you? You’re a square peg in the midst a bunch of round holes, and instead of feeling out of place you feel somehow…privileged.
Thursday I attended Marketo’s Marketing Nation Roadshow here in Austin. Marketo’s reports and articles are helpful for navigating trends and practices in online marketing, so when they invited me to the “Jumpstart Tour,” I figured it would be fun and insightful.
An added bonus was getting to meet and chat with other marketers and hear about their concerns and ideas.
I was with marketers from companies much larger than my own. We’re talking marketing departments that dwarf the size of entire companies I work with! There was talk of silos and product managers; how to work with IT departments and get permission from above to send email to segments of a vast email list.
At the end of the day, the keynote speech by Morgan Stewart, from Trendline Interactive, ended with a final plea to show you CARE about your customers.
Isn’t that what we’re always talking about? How ironic is it that large businesses strive to do that, too?
“It comes down to this,” Morgan said. In a successful email marketing campaign, you show customers that your company “gives a crap” (his words) if you:
- make the customer’s interests primary
- share information, experiences
- do something unexpected
- celebrate them as their engagement grows
These things are par for the course to the small business person. Often, we know our customers by name, so yeah, we get this stuff. I couldn’t let the weekend come and go without telling you this story about small business love…