Being able to attract people who have a problem, issue or need that you can solve is a very effective way to feed your sales funnel.
There are literally dozens of new options available, which makes it confusing, complex and costly, (especially in terms of your time), to make choices. And then implementation takes time. And results can be disappointing. Increasing traffic to your website, and to other points of engagement, can take a concerted and sustained effort. Meanwhile there are still targets to hit, and you’d like some time at evenings and weekends for other activities.
How marketing and sales is changing
Attraction marketing and inbound marketing are terms that mean roughly the same. Sales 2.0 takes these concepts and extends them further through the sales funnel, through to sales-ready leads and beyond.
New applications made possible by the Internet and World Wide Web, particularly Search and Social Media, mean that people now go online to do their research when they have a question, problem or needs and they want to find information, advice, products and solutions. And since you’re reading this you are doing the same.
Traditional marketing and lead generation is based on Interruption, where the vendor puts their message infront of someone whether they want it or not. This is becoming less effective, and turns many people off, and they put up physical and mental barriers to protect themselves, and their time. We block out time to do what’s essential and important to achieving our goals, and find ways to batch-up communications and handle them all at the same time, because it’s also more effective. Picking up and responding to voice-mail messages and email between meetings is just one form this takes.
Attraction marketing is about being Found when someone is looking for information on a topic related to what you offer.
Three steps to attraction marketing:
To be successful this means that the vendor really needs to understand, and take action based on, three things about the buyer.
1. What the buyer looks for before they find the solution that the vendor is offering.
2. Where the buyer would go to look.
3. What would persuade the potential buyer to give up their contact details, ie. email address, in order that the vendor can follow-up with additional information, which is the next topic, about engagement and gaining permission.
Content Marketing is a powerful way to be found. Creating and publishing content which displays your knowledge in a way that helps the reader understand a topic better or outlines a way to solve a problem is the first step. The content could be in the form of articles, videos, slidecasts and many more.
Where you don’t yet know the name of the business or person you are communicating with is referred to by some as Inbound Marketing. Publishing your content in many places where the prospects you want will find it means you need to understand where those readers will find it, visit or hang out.
This might be through search engines, so your content needs to rank well and appear high up on the page listings, it might be through forums and discussions, or on social media, or several other places online. Offline may also be part of the equation for your market, such as trade publications.
There are some basic questions that need to be addresses, or reviewed and reconsidered
• Can you define who your potential customers are?
• Do you know where your potential customers hang-out these days?
• Are you present and actively participating in those places, channels and communities?
Where you don’t yet know the name of the business or person you are communicating with is referred to by some as Inbound Marketing.
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