What are you doing to attract, engage and convert contacts to connections and customers? Here are a few questions that will indicate if you are headed in the right direction. These questions are based on the fact that we now transact in a globally competitive marketplace and technology constantly changes the way we connect and communicate.
Sales and Marketing Relevance Gauge
Do you or your staff make cold calls consistently in person or on the phone?
Do you or your staff time block for social media interaction daily?
Do you or your staff voice that most of your business comes from word of mouth?
Is your content about features and benefits of your product and service?
Are you teaching your staff to only connect with decision makers?
Are you teaching your salespeople to ask for the sale in interactions 1,2,3 or 4?
If you do not have a marketing team in house, do you say things like, "I do not have time to be on social media"?
Are you ignoring the term, "Inbound marketing"?
Are you telling your team things like "This is what I have always done in the past"?
Do you or your staff spend less than 1 hour per day on Linkedin, Twitter, Facebook and Youtube?
For every question you answered no to, give yourself 10% and calculate the total percentage that you said no to. If you are less than 50%, you may be having trouble transitioning into marketing relevance in the new world. That doesn't mean that you and your company are not relevant, however, you may not be as effective as you can be in your pursuits to find and keep customers. A no is a potentially great answer for each question with some potential exceptions.
Here are 6 tips to improve your Customer acquisition quickly
Test and Measure-What you test and measure has the tendency to improve. List all lead generation sources you are currently executing. Quantify the real and total cost of each, the number of units converted, the profitability of the units converted, retention of units converted and the net gain vs. expense
Educate-either hire or educate yourself or team on the latest relevant inbound marketing methods and digital media. Or at least have a free marketing consultation to learn what strategies might make sense for your business
Value everyone-The world is connected now. You may struggle to meet with your ideal client but chances are, a social connection knows several of your ideal clients. Value diverse connections and add value through making introductions to others in your network.
Get Started-Pick one social platform at a time and learn it quickly. Do not use it to sell, rather use it to attract, engage and establish a real connection with trust and loyalty. Make your real estate all about your customer, not you. They know what you do and when they want to know more, they will ask or search.
Collaborate with Strategic Alliances-Form synergistic strategic alliances with companies that share similar target demographics, have large social networks, good reputations and good reviews. For example, A salon might partner with a winery. They cross promote giveaways in the other's social network. By doing so, each gathers a new audience and both are adding value to their audience through rewarding with gifts for engaging.
Automate or disintegrate-Automation should not replace human interaction. Automation should replace human inconsistency and constraints. Automated marketing systems have the ability to exponentially increase your reach and touch to your current and future clients. Do not lose the high touch with your audience and customers by automating everything.
You may or may not be ready to make all of the necessary changes to transition appropriately into the new world of customer acquisition. It can be very difficult to know which way to go with all of the information being thrown at us from every direction. The truth may be that there is no such thing as a marketing expert anymore. Things change so quickly that it might be better said that there are professionals and companies with current and relevant strategies and there are some that are not. Post your comments or marketing questions here and we will do our best to provide insights and perspective.
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