Is Your Style Conducive to Digital Marketing?

ID-10044044Putting personality into blog articles, email campaigns, or social media posts can be a unique and engaging way to approach your target markets. But if not done tactfully, it can also be alienating to the group you hope to interact with.

Trainers, consultants, and professional coaches often have magnetic personalities that serve them well in training sessions or consulting meetings. Since their personality is an asset in front of people there is often an assumption that it is equally advantageous in digital marketing. That assumption is not always the case.

A client we have worked with for years is a straight talking, to the point, type of person. However, when speaking with him, he will soften his statements through tonality or with a smile. So his directness is often appreciated because verbal or visual cues clue people in that while he is bluntly pointing out an area that needs improvement, his intention is to help.

Those subtle cues don’t translate to digital marketing.

After some encouragement to be more active with his social network this client made his initial post to Twitter, “Sales people: If you can’t stop talking in a sales call you should be punched in the face.”

His intended point was that sales people should listen a considerable amount of the time. I have no doubt he’s said this same thing to a group of sales people he has trained and it went over well. However, on social media, with none of the subtle cues to emphasize the humor in his statement, he just wished that his target audience suffer a random act of violence.

This came in the midst of a campaign to generate invitations for key note speaking. A punch in the face is a difficult introduction to convert into a speaking engagement.

Inserting your style into digital marketing is a great way to add some personality to your campaigns. It can help distinguish your communications from other drab marketing messages. But be careful that the intent in your message accurately translates to digital marketing and that it’s not portraying a personality that is counterproductive to your marketing goals.

Image courtesy of  Ambro /

Online Marketing: Don’t Forget Your Clients

When trainers, consultants, and professional coaches set up or maintain an online marketing campaign, prospects are typically the focus.  This makes sense as marketing to prospects is the most direct way of generating new business.  Unfortunately this focus often blinds trainers, consultants, and professional coaches to another, likely more valuable, group; their clients.  Including communications and exclusive offers to clients within an online marketing campaign is a good way to increase client loyalty and generate referral business.

Usually if clients are factored in to online communications it’s in the form of a client newsletter.  While a newsletter can be valuable, it’s just one channel of potential bonuses that can be offered to clients.  Some added options might be:

  • Client Portal on the Web – Do you have a client only section?  This could be a portal on the website or an exclusive group within your social media.
  • Client Offers – These offers could be free access to paid events, early access to whitepapers or reports, or discounts on materials.  Making the communication exclusive goes a long way toward making the offer credible.  For instance, sending a special email offer works, putting the offer on a public site or social media page doesn’t.
  • Online Supported Referrals – Referrals are a key factor for trainers, consultants, and professional coaches to generate new business.  Having an online referral form process in a client portal or sending a list of hot prospects you’d like to be introduced to can be a good prompt to getting clients in the mindset of providing introductions.

This is a small sampling but are pieces often overlooked by trainers, consultants, and professional coaches.  A client marketing plan can have two major benefits if done well.  It will produce warm prospects while strengthening the bond to your client base.