I have a list of potential customers who I must 'interrupt' in order to get their attention. I have a website where they can join a mailing list, but for one reason or another my potential customers don't or won't search for my software. I expect to finish the software around Aug 2010, but I would like to start a marketing campaign before the product is at v1.0.
I have a rough plan of what is needed, but not sure if this is right or not.
Step 1: Break the current list of potential customers I have down into geographical areas so that I can target an area at a time. The reason for this is that my software is likely to need a demo in person and it makes sense to set up demo's in the same area, instead of spread around the country.
Step 2: Email the list of people in the geographical area I've selected with information telling them about my software. I won't supply too much information here just enough to see if they are interested and maybe a screenshot. The idea would be to generate some interest and get them to join my mailing list.
Step 3: Collate the list of people who have responded and send them regular updates of progress and try to entice them in offering suggestions and features as a way of building a relationship.
Step 4: Once a relationship is built then I can suggest a demo.
My questions are
How does this sound as a strategy?
I'm glad you asked, because nowadays all anyone talks about is online, permission marketing, and while I do agree that's the best kind, it's not true that 100% of software or services can be sold that way.
Unfortunately, the other way is harder. :-)
I don't recommend interupting potential customers, you are most likely to get your message discarded.
I have had success and been successfully marketed to with a phone call, first. Early morning, or late afternoon are typically the easiest times to get through. If you segment your list by geography, you can call people from 9 to 10 AM or 4 to 5PM in their time across multiple time zones.
If I'm interested, I will give you my email. Send an email thanking me for my time, providing your contact info, and an overview of your service offerings. Follow up with me again in a week or two. If I have a pressing need for your product or service, I will probably call you back after I read your email. Otherwise, I'll bookmark it or archive it for later when the need arises.
It's hard work but your hustle is rewarded.