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1-to-1

The 1-to-1 Marketing Model


Even in the modern digital world, a handshake is still sometimes necessary to close the deal.

This model is right when individual personal relationships are important to a company’s success…like referral-based businesses or companies with a small number of very large sales per year. Often, this model laser-targets pivotal decision makers and builds relationships to support in-person sales teams.

Pros and Cons of the 1-to-1 model
  • Pros: Individual high-value prospects can be identified and specifically targeted.
  • Cons: Less likely to scale in volume than other models; growth often comes from increasing deal size as opposed to deal volume.

Typical 1-to-1 model platforms and techniques
Each marketing model has different social marketing platforms and techniques that are appropriate. Here are a few for the 1-to-1 model:

LinkedIn
LinkedIn is emerging as the 1-to-1 social platform for business and is especially powerful in B2B situations. It is perfect for starting and building personal relationships.

Twitter
You might think of Twitter as a platform for build a large following, but direct messaging (DM) in a great 1-to-1 feature that makes Twitter valuable.

Email
Sending out thousands of emails might seem like mass communication, but each message is to one person, so email should be thought of as a mass 1-to-1 tool.

Beyond the 1-to-1 model
The 1-to-1 model is just one of four different marketing models we help clients execute in various customized combinations. Here are the other three:

inbound
Inbound

The Inbound model is right when there are lots of potential customers already looking for what you sell and you just need to help them find you during their search.
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Viral

The Viral model is the right answer when a new or existing company needs to get noticed and differentiate itself with a higher profile in a crowded market.
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Community

The Community model is the perfect fit when a company’s customers want to interact with each other as well as with (or even instead of) the company.
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