We’re Happy to Leave You Alone
There is a widespread misconception that marketers are all outgoing, extroverted people who would rather slap on a nametag and go to networking luncheon or a trade show than eat a sandwich alone in the park. But considering the fact that at least one-third of Americans are introverts, the odds of at least some of them being in marketing are pretty high.
The Harvard Business Review says that marketing actually needs more introverts, and I tend to agree. But then again, I am one.
Let’s do a quick test. Does the thought of talking to a salesperson to get information fill you with dread? Make you want to stab yourself in the forehead with a salad fork?
If so, you just might be an introverted marketer.
INTROVERTS UNITE!
Separately. In your own homes.
I consider myself a modern, self-service kind of person. I order my pizza online so I don’t have to talk to anyone on the phone. If I need information, I Google it and find it my own damn self. I prefer to limit my interactions with the humans as much as possible. (No offense, humans!)
Have you ever downloaded any materials from Hubspot? They have some great resources, but 40 seconds after you download something, someone calls you. ON THE PHONE.
As a marketer, I realize this must be an effective tactic or they wouldn’t do it, and I guess there are many people who are thrilled to get a follow-up call. Personally, it’s made me stop downloading things from them and usually makes me want to pitch my cell phone off the nearest bridge.
Likewise, some people think remarketing banners are cool (“Hey, I was just looking at that dress! Maybe I’ll buy it after all”), while others find them creepy and stalkerish (“Who the hell is reading my emails?!”).
The point of this is that marketing tactics that are effective for some people will totally annoy the crap out of others. Just like you have to think about where your customers are in the buyer’s journey and what they need, you also have to cater to different types of people with very different communication styles.
And that includes my fellow introverts.
To do that, make sure you provide options for contacting your company. Don’t force people to call you. Some people would prefer to use email, instant message, chat or social media. And don’t call anyone until you are pretty damn sure they want to hear from you. Lead scoring makes it easier to tell when people are interested, but even with a high lead score you probably shouldn’t call someone until you’ve had a few email interactions and you’ve asked to set up a call.
Also be sure to include lots of information on your website or blog so that us self-service types can get all the info we want about your company on our own. WITHOUT YOUR HELP.
Here at Roger West, we understand everyone is different. We’re pretty different too. Let’s talk (but only if you want to.)
Diane Callihan
With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.