August 16, 2016

Beat marketing complication

I’ve been working on my own marketing in the last few days. I find working on my own marketing about three times as hard as working on anyone else’s.

I’m good at simplifying things in other people’s marketing, while at the same time complicating my own campaigns.

People tend to confuse complication and sophistication.

Complication is where you set up some kind of marketing automation and lose track of what is supposed to happen. Most Infusionsoft accounts suffer from excess complication, where the user has built various campaigns and lost track of what everything is supposed to do.

Sophistication is where you set up marketing automation that looks complicatedto untrained eyes, but at the same time is well documented, understood, and does what you need.

I’ve had some complication in my own Infusionsoft account recently. When a new contact came in I would ‘cycle’ them round various core email sequences, before adding them to these daily emails.

Simple in theory, you would think.

What happened in practice was that people would opt-in to multiple sequences at the same time, and end up bombarded with emails.

So, I’ve been stripping things back. Chopping and pruning, if you like. Most of the opt-in routes I had were not great lead generators anyway, so I’ve cut back on the number of routes in.

This is basic 80/20 thinking. It is better to have a couple of excellent lead magnets than several average ones.

The sequences that have vanished will be improved, repackaged as reports and sold as standalone products. I’ll also give them away from time to time, but only to daily email subscribers.

There is nothing wrong with doing more complex things than a basic autoresponder sequence, but you have to document exactly how your system works. Even if you are a sole-proprietor.

Without documentation you always forget. If you use Infusionsoft your documentation should explain what each campaign is supposed to do, what each tag does, and what the logic behind your decision diamonds is.

If you don’t write it down you are creating complication, not sophistication.

You could replace ‘campaign’, ‘tag’, and ‘decision diamond’ with whatever the equivalent is in your own system.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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