Startup Survival Guide: 10 Common Direct Marketing Pitfalls to Avoid

If you have validated and built a product or service offering, you are understandably eager to start generating business.? LinkedIn and email are great tools to reach your target audience, but there are some crucial things to keep in mind. ?While these are great vehicles, there are some important things to ‘know before you go.’? There's no shortage of advice on how to do direct marketing, so I will share my top 10 list of what NOT to do when reaching out to B2B prospects.

1. DON’T ask for too much too soon.? There is a direct positive correlation between how much you can ask in outreach and how the recipients have have engaged with you.? For example, for initial cold outreach, people will more likely respond if you offer them objective value, asking for little or nothing in return. Offering an educational ebook or infographic is a good way to drive initial engagement and demonstrate your authority. ?On the other hand, asking for a half hour or one hour meeting right off the bat will tank your response rates.? Why would someone give you an hour of their valuable time? Build trust and empathy before asking for more.?
2. DON’T overdo the messaging. ?Over sending emails will boomerang. One per week to new contacts is typically fine. If they've already engaged by downloading something or visiting your site, you can increase frequency a bit.? Monitor your unsubscribe rates. If you see rates go up, you are overdoing it.
3. DON’T send before testing. Always test outreach emails and message to a small group before sending to a large audience. True story: I know an agency that meant to send personalized LinkedIn messages and Inmails. They didn’t test and hundreds went out saying “Dear XXX, I want to personally invite you.” Ouch.
4. DON’T send before cleaning your list. I constantly get emails pitching me the exact marketing services I provide! ?If you want to be seen as competent, scrub your lists so you don't look clueless.
5. DON’T forget that each email is ‘personal’ – marketers are taught to look at campaigns as a ‘numbers game,’ measuring open rates, clickthroughs, and responses. But remember, each recipient sees only one email with your name on it. Make the message is relevant for the audience. Your reputation is on the line.
6. DON’T ignore opt-out requests. Make it easy for people to unsubscribe from your emails. ?On LinkedIn don’t keep messaging people who ignore your messages. If they don’t respond, don’t pester.
7. DON’T indiscriminately connect with people – because LinkedIn is more intimate than email, connect (only) with people with whom you have some common interest or can offer some value to.? When sending a request, provide context about shared interests or why you want to connect
8. DON’T send ‘Bait and switch’ connection requests – one of the biggest turn offs on LinkedIn is getting what looks like a valid LinkedIn connection, accepting it, and then getting an immediate sales pitch. ?This is what many marketing services offer.? But put yourself in the shoes of the person who gets the connection request. Would you want to connect? On the other hand, if someone has already expressed an interest in your product or service, connecting to provide more information could prove to be a mutually beneficial opportunity.
9. DON'T rely solely on automated tools or bots. While automation can be helpful, it should never replace genuine human interaction and personalization. Authenticity is key to building trust and meaningful connections with potential clients.
10. DON'T neglect follow-up and nurturing. Direct marketing is not a one-and-done endeavor. After initial outreach, be sure to follow up and nurture relationships with interested prospects, providing them with valuable information and addressing their specific needs and concerns.

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Conclusion

Successful B2B direct marketing requires a delicate balance of strategy, personalization, and respect for your audience. While the temptation to cast a wide net and maximize outreach may be strong, adhering to these "Don'ts" will help ensure that your efforts are well-received and effective.

If you have additional "DON'Ts" or best practices to share, I'd love to hear them. Reach out to me, and let's continue the conversation!