Corporate Marketeers often try to fit square pegs into round holes.
They have a sales target. They have a database. They use the old model of sales in their marketing campaigns, which is something along the lines of:
- big powerful attention grabber
- funny or curiosity building pictures
- bold statement about how wonderful we are
- ask for the order
The online user crowd is maturing past that. They want answers. They want facts. They want to be wined and dined. They choose us. The marketer no longer chooses them. Our prospects have many options available amongs our competition.
Therefore we must provide them what they want. That's the essence of effective marketing: Find a starving crowd, and feed them until they're full. (Then upsell with expensive deserts).
This simplified flow diagram reveals a skeletal outline of the modern aggressive online marketers approach to sources of traffic, and the courting process that fits inbetween that 'first date' and 'closing the sale'… named 'the database program'.
In your aggressive marketing plan, be sure to think of what your prospective customer wants already (not just what you want for them)… entice them with alluring and valuable free information that 'meets them where they're mind is at'… whilst you gently educate them, bond with them, and build their desire towards whatever you have to offer for your front-end (low cost initial) sale.
Through cost effective online marketing channels, including your database program of email communications and website visitor flow, you have higher leverage in conversions by extending your marketing funnel to provide more valuable content that builds credibility and bonds with your audience.
Summary:
First you provide open content (publicly available), then you entice with an optin offer for valuable information in exchange for their contact information, and then you provide valuable closed content (available only to those that have opted in), and then you introduce them to your offer… each step of the way; building their desire, bonding with them on a human level, and building your credibility.
Leave comments in the comments section below.
Originally posted 2008-04-11 06:54:28.
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