How My Infusionsoft Post Reflects Important Lessons
Some People At Infusionsoft Not Happy With Last Week’s Post
Important Lessons Learned from Infusionsoft Campaign
Last week I wrote what I thought was a pretty compelling article or post regarding the typical complaints I get when working with clients on software implementations. The subject line of the article referenced one fairly harsh word, since removed and updated, that got the undesired attention of some execs over at Infusionsoft. It was requested that I change the subject of the article and I agreed to do so because in retrospect, it was stupid of me to write the subject and slant of the article the way I did despite that fact that my intentions were good and the point of the article was one I wanted to make.
So what did I, an avid online marketer, consultant and business coach, learn from last weeks article and email campaign that might be of use to other business owners and professionals who are learning to leverage email marketing communications, blogging, search engine optimization all with the intent on driving traffic to a website and generating leads?
Lesson #1. Think before hitting send and publish. Although an attention-getting subject line for an email campaign or blog post (article) might seem really awesome to the writer (me) at the time, it probably made more sense to focus less on getting attention and more on not pissing people off. The offensive word I chose to use got attention. It just wasn’t the kind of attention I intended to attract even though the open rate of the email and lots of traffic was attracted to the blog and website.
Lesson #2. Email marketing works well. Using email copy that is short and concise, with the goal of driving your readers to a blog post, consistently works if the subject is of interest to your audience. The key is to make the subject and content highly relevant to your audience. I have also written and said a million times that you need to be highly consistent with your email marketing if you expect to develop a following.
Lesson #3. Keywords count. The purpose of last week’s email was to get a search engine ranking quickly for the keyword, Infusionsoft. The keyword itself, Infusionsoft, needed to be integrated into the title of the post and throughout the article itself. The keyword needed to be into the title tag and description of the post. For newbies, every post or article on a proper blog is a new web page that search engines will index. (There are certain "on page/site" fundamentals like this that you need to know and do.) The proof (and good news) that the article indexed quickly was that someone at Infusionsoft found the article. Others did as well. The bad news is the exec who contacted me didn’t like the wording of the title and asked me to change it. Rightly so. They are brand conscious and I should have been more respectful of that because I am a partner with them. Infusionsoft works hard to build their brand and I blew it in this regard. I apologize.
Lesson #4. Attention, for the sake of getting attention, is not always a good thing. Although I did want to garner attention by way of impacting a search engine result and by getting people to open the email itself and drive traffic to the post itself, the way I worded the title and wrote the article was not acceptable. Yes, I got the idea while I was all juiced up on a wicked endorphin buzz while going to and from the gym. But the attention I got, especially from Infusionsoft, was not good. Call it Karmic payback. Focus on getting the right kind of intention.
Lesson #5. Promptly admit when I am wrong and do what it takes to make it right. This is a life lesson that I commit to practicing each day. I honestly believe the world would be a better place if everyone did this.
Whether you read last week’s post or not, the points I was really trying to make is that most software can be a great resource for any person or business. It does no good to complain about any software or technology. Life is much better overall with all the great and very affordable software available to us today. As users of software or any technology we need to understand that none of it is perfect. The key is being patient, learning to use the software or technology and a willingness to invest time, money and energy to learn and implement the tool(s) over time. It’s also important to appreciate the many great tools at our disposal. This is coming from a guy who grew up without a cell phone, email, and a personal computer.
I therefore fall on my Infusionsoft sword, apologize for writing the article the way I did and chock up the experience to important lessons learned that hopefully will help you grow your business.
Just so you know, it was never asked of me by anyone at Infusionsoft to write something like this. I was compelled to do so because perhaps the lessons learned will be of use to you for your own marketing. See lesson #5.
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I am grateful to Infusionsoft and all the other companies that make life easier by creating and supporting affordable software.