Startup Tip: Marketing One-To-One

When most people talk about marketing, they talk about broad, strategic tactics focused on large groups of customers or potential customers. Adwords, banner ads, print ads, email marketing – these are all common tactics used by many businesses to market their products and services.

It’s easy to forget that some of the most important marketing opportunities arise when you deal with customers or potential customers one-to-one. The one-to-one marketing opportunities (while providing customer service, answering email, talking with people on social networks) are sometimes far more valuable than broad marketing tactics. Here’s why:

Do you agree?

  • Ross,
    I completely agree, of course there is a caveat, that at some point it becomes harder to have one-to-one interactions with all of your customers. But, when your getting started and have customers in the 1000s – 10,000s it’s really not that hard to talk to your all customers. And when your just starting off, these relationships are so important. if you get 10 hits to your site a day, and have a conversation with one of them, it’s a pretty good day. At Olark ( , we take turns providing live support on our website, so everyone on our team talks to our customers each week. These conversations translate into blog posts by customers, tweets, plugs on mixergy. Customer relationships are key to our business 🙂

  • I agree, and good point. I’m just getting a company off the ground and so often get caught up in all the marketing books advice to reaching the thousands, or millions of customers. I’m not his customer, but a definite brand evangelist for @garyvee I once sent him a tweet, even spelled his name wrong and he responded!

  • @Ben Congelton: And of course it helps that your company makes the product that allows you to provide live support to your web visitors 😉

    Meanwhile, I’ve been focusing on the other end of 1-to-1 marketing with our new product, and that is finding the customers and initiating that dialog. I’ve found it much more difficult to initiate new dialogs with potential customers than to respond to customers that initiate the dialog for you. Though, Ross has a great point: that it’s easy to procrastinate on responding and thus overlooking the all-important rapid response time.

  • Pingback: Is The Only Purpose of Customer Service To Change Feelings? « crowdSPRING Blog()

Read previous post:
Goals, Strategies and Tactics

It's not uncommon for young entrepreneurs to focus on tactics at the expense of also setting appropriate goals and developing...