Find skittish buyers and coax them to your side. The latest technologies can bring you closer together.
All of us scatter buckshot trying to find prospects. Other times we target them more closely but, either way, this has been the inefficient pattern of client acquisition for years. There is a better way. New technologies allow us to observe our clients in their natural habitats— online.We can discover much more about them than ever before— where they hang out, what they read, what they are talking about and interested in so you can match your marketing to your market. Sound exciting? Read on.
Do you know where your buyers are?
- Who are they, really?
- What are they talking about?
- Are you in the conversation?
- What should you be talking about?
- Where do they go for news and information?
- How do we capture their attention?
- How do we best spend our resources to reach them?
New and emerging technologies allow us to spy on the online conversation, discover watering holes, sharpen messages and create an editorial calendar for content—perhaps transforming your thought leadership program.
Are you targeting the right channels with your messages?
Yes, the following table is complicated but let us simplify it for you. We studied the channels followed by a given population interested in international business. However, a careful analysis of the study proves that only four publications merit our attention—and our dollars!
Are you even part of the conversation?
On the chart below the left side shows the total conversation about this client's core business. Long form conversations gain more traction than Twitter. On the right is a chart proving the client has little place in the conversation overall with evanescent Twitter dominating the overall percentage of the online conversation, but gaining little traction in long form conversations such as blogs, reviews or news.
What should you be talking about?
This example shows a robust online conversation surrounding senior living that includes conversations about community and assisted living, but more importantly about health care, wellness, good food and physical therapy; in order words, a conversation about the total person.
This example specific to the client shows them uninvolved in the important conversations affecting their industry—creating a big hole in their marketing. In fact, they had planned no content that addresses these important issues, failing not only to be perceived as a thought leader but even failing as a contributor.