Over the years I’ve realised you can have lots of bells and whistles in your marketing, or you can have simplicity and depth. It’s fairly unusual to have both.
I do a reasonable amount of work in the CRM system Infusionsoft. Infusionsoft is what you might call a ‘blank canvas’ solution, with unlimited bells and whistles to keep you occupied.
You can send people down different follow-up sequences based on their behaviour. With certain add-ons you can trigger text messages, and direct mail. You can apply the 80/20 principle to identify your hottest prospects.
The downside? You can also confuse the hell out of yourself, and everyone around you…
I spent a long time trying to automate all of my follow-up systems. Which is a moving target, because my business evolves as I test different offers and initiatives.
These days, I don’t automate a huge amount. When people opt-in, there’s a welcome email, and a survey. I give people whatever they opted in for, and add them to my ‘core story’ sequence. Which takes about three weeks.
After that most of my communications are done as ‘real time’ broadcasts, like this one.
The more complicated you make things, the less likely you are to have depth. Depth comes from showing up as yourself; from telling your story and communicating your perspective.
You can import all sorts of fancy marketing systems. You can funnel people down seventeen different rabbit holes. But on balance, I’d say it’s best to keep things simple and focus on adding more depth over time.