It's Just Too Much
Katherine Hunter-Blyden
Marketing Maven | Fractional CMO | Growth Marketing | Customer Acquisition | Customer Retention
In my family, we celebrate Christmas. It is my favorite holiday of the year. I love everything about the season.
While I live in California now, I grew up in the Midwest. In my hometown, a fresh holiday snowfall was a sign of the season that just made my heart happy.
Hot chocolate is another seasonal favorite for me. Fortunately, I still get to have this in Cali. Adding a cinnamon or peppermint stick is just the treat I need to amp up my festive soul.
I also feel others giving me a solid “holiday spirit” vibe during the Christmas season. Do you feel that too? I love it.
My kiddos know that the day after Thanksgiving is when I go into my holiday treasure trunk and find ALL my Christmas music (which I play all the way through New Year’s). I try to buy a new Christmas album every year.
Oooo... and shopping! It is one of my favorite sports. I love to give—and, to be honest, get—presents, especially during the holidays. It is just another activity that makes Christmas a magical time of year.
BUT…
The only thing that makes Christmas too much Christmas is when Christmas starts too early.
Like now. Right now.
Christmas decorations are smacking me in the face right now when I walk into my favorite retailers. I also hear Black Friday sales are going to start early this year. You can’t have Black Friday before Black Friday! (We need a new name for this pre-holiday craziness.)
It’s too much. I am already on Christmas overload and nobody is giving me Christmas spirit.
The other thing I’m seeing too much of these days is digital media clicks. Too many businesses are spending too much money and getting too many clicks. It is not a happy place.
No advertiser should get a click for every media impression. Over-clicking is leading some otherwise great businesses into poor performance territory.
Clicks from unqualified buyers who are not going to buy from you are wasted spending. Advertisers must avoid paying for clicks when a prospect is not likely to make a purchase.
For this reason, it is critical to develop precise buying personas for your target customer. You might also need a negative buying persona when confusion is likely among the target population.
A robust buying persona will help you attract the IRL buying customer you need. It will help to direct your digital media toward the clicking population you want and not just the click-happy population.
If you are getting too much of a good thing, let’s chat about how to attract clicks that turn into paying customers.?
Katherine Hunter-Blyden?is a CMO Partner at TechCXO. She is a senior marketing executive with P&L management experience. As an expert in strategic plan development, product management and customer acquisition, Katherine helps businesses meet their goals with data-driven, quantifiable results.
Fractional CTO, Data Architect. Speaker and Advocate for Neurodiversity in the Workplace.
2 年Amen. I made the mistake of paying for some followers on instagram. It will take me weeks to delete all of those fake things. Organic and real is the only true measure. Everything else is wasted effort and attention.
Managing Partner at TechCXO
2 年I'd like to say "Yup, 'nuff said" but I think you're right that too many companies need reminders about the importance of knowing your customer - who and what they are - and who and what they are not.
Marketing Strategist, Content Developer, Copywriter
2 年I feel your pain. It's 70 something in Chicago today. Leaves are still on the trees. Way too early to push Christmas trees and candy canes. As for an ideal client profile, we're currently writing a marketing presentation for a workshop we're doing next week for new entrepreneurs. And at the top of the list is making sure you know who will be (hopefully) buying your products or services. If you don't have a buyer persona, how do you address their needs? Good article, Katherine! Thanks!