I hate to confess this but I actually do love flypaper. What a great invention! It’s one of those (few) items that serves its purpose really well – which is, to catch flies. The fact that I currently have one buzzing around (obviously awoken from its winter slumber) certainly helps inspire this post.
4 Qualities Marketing and Flypaper Have in Common:
1. Stickiness – The most obvious and enduring quality of flypaper is its stickiness. It is coated with a substance that’s attractive to its target audience (flies) and once they land, flies just can’t get away.
That’s a bit different than the target audience you’re trying to attract to your website – prospects CAN get away and usually do – but the point is you want your website to be sticky. It’s one thing to attract prospects but if the website isn’t sticky, they quickly fly away to your competitor’s site where, you might be discouraged to learn, they’ve done a better job of keeping a prospect’s interest. According to MarketingTerms.com, stickiness is often measured in the average minutes per month visitors spend at a site or network. Sometimes stickiness is measured in terms of page views.
2. It lasts a long time – I can’t say for certain how long a strip of flypaper will last but it certainly has a long shelf life! Similarly, your marketing efforts also need to “hang out” for a long time (definitely as long as you’re in business).
The days of “catch a few prospects, work them until they’re closed or dead, then go catch some more” are long over. Like flypaper, your marketing efforts need to be on display week after week, month after month, regardless of whether it’s “fly season” or not. You should be catching returning flies as well as new flies every day – as long as you’re offering relevant content that they want to consume.
3. Change it up after its usefulness is over – Like flypaper, you have to keep an eye on your marketing to determine when its usefulness is over. Once the paper is filled with flies, time for a new roll! With CRM and marketing automation tools you can track the responsiveness to your marketing efforts as well as when your offer is running out of ‘stickiness’. Get as much out of your current flypaper as possible while planning the next sticky offer to dangle in front of your audience.
4. Lastly, get more flypaper! In other words, plan ahead. As marketers, you know that you need a minimum of 60 days to roll out a well-executed, comprehensive marketing campaign. If your last campaign (offer) was exceptional sticky and drew in many well-qualified leads, how can you build upon that for the next campaign? If it didn’t capture as many flies as expected, what are you going to change to make it more sticky next time?
Cheryl Strege is the president of The Partner Marketing Group (www.ThePartnerMarketingGroup.com) and often writes about more “savory” marketing topics than flypaper for The Partner Channel magazine and other publications.