Whenever you embark upon a marketing journey, the goal is to seek out and attract new business. The objective of this series of blog posts is to provide you with tips on how effectively using content will help you achieve that goal as you travel along the business development path.
First things first. Businesses need to understand how our prospects think. To help wrap our heads around the perspective, we only need to consider what we do, see and interact with on a daily basis. The average business person receives 75 to 300 emails per day. Recent statistics show that we decide whether or not to delete an email in 2.7 seconds. The hard truth is that we only care about what matters to us. We are not interested in messages about products and services. No one is crossing their fingers hoping to receive a sales message or an invitation to meet.
Seth Godin hit the nail on the head when he said that consumers (including me and you) are in “ignore” mode. We ignore so much of what is going on around us because there is just too much to take in. Each of us is doing more. Each of us is multi-tasking. We are all time poor. We are only concerned with the business at hand and what affects our daily lives. Everything else feels like an annoyance or a distraction.
So how do you lift the blindfold to earn your prospects’ business?
There are multiple steps to breaking through to a new target market. Before you begin any marketing campaign, you must have a strategy; content is at the center of that strategy. Content affects every facet of marketing from branding to lead generation to new client support to customer relations. It’s a truly integral component of any marketing strategy and should dovetail into all communications.
Content is a key reason prospects invest their time to review your website, read your newsletters, watch your videos, and respond to your emails. It keeps you top of mind. It gives you an opportunity to interact with your clients and prospects. It shows that you care and are willing to invest in what matters to your recipients. It demonstrates your expertise as well as your understanding of your prospects’ pain. It helps you form relationships for new and ongoing business opportunities.
The most successful efforts align content initiatives with the buying lifecycle, providing key decision-making tools at each stage. Keep the various stages of the buying cycle in mind:
- The initial dawning that a problem needs to be resolved
- Researching possible solutions
- Evaluation of each solution discovered
- Risk assessment
- Decision to proceed
Remember that your contacts could be at any stage at any time and that it will take time to develop the relationship that will help you become the choice when the time is right. You will need to address the pain point or problem throughout your messaging in order to remain a contender.