While we don’t claim to be experts in personal relationships, we are lead generation experts and we can’t help but notice some parallels between the work that goes into a romantic relationship and the process of finding and nurturing marketing leads. It isn’t just about finding the right person, you need to get their attention, show them what you have to offer and then cultivate a meaningful relationship.
Here are 5 tips that will definitely help you with your marketing and might just help in your personal life too …
There are many fish in the sea … close to 7.5 billion actually. Finding “the one” means knowing the qualities and attributes that are a fit for your brand. In today’s marketing landscape, knowing the average age, gender and household income of your target audience isn’t enough. You have to understand their goals, challenges, needs, frustrations and what drives them. So how do you find your core audience? By researching, interviewing and analyzing the people you are trying to reach and then using that information to develop audience personas to help you reach and message to your target audiences.
Now that you know who you’re looking for, where do you find them? Your marketing budget and channel distribution should be informed by your audience and spread strategically across multiple channels. According to our latest Most Memorable New Product Launch (MMNPL) it takes at least six valuable touch points to properly reach and engage the average consumer. Translation: you can’t just throw all of your eggs in one basket. You need to allocate budget to different channels in order to hit people with your core messaging in a number of different ways. Then you need to measure the results of your efforts so that you can adjust and refine your marketing plan based on its performance. Utilize the channels that get you the highest quality leads at the lowest cost per lead. Makes sense right? You wouldn’t keep going to the same swanky bar, buying $15 old fashions if you weren’t meeting people you at least wanted a second date with.
Ever been on a dating website? How long did you agonize over what you include in your profile? Oh, you’ve never been on one? Us either … our point is, first impression counts. So how do you make them swipe right? On average, consumers receive around 3000-5000 advertisements per day, so you need to concisely and creatively tell them exactly what it is that you have to offer. Your creative team should leverage those personas you developed to produce strong and impactful marketing campaigns.
On the first date, you gave them a taste of what you have to offer, but now you need to put all your cards on the table and make sure you’re not wasting one another’s time. Not every lead is going to convert, but a strong nurturing process will help you to identify and close your quality leads. Much like your channel distribution, you should be using a number of different platforms to distribute informative and meaningful nurturing content. And don’t forget to track what content is resonating so that you can better inform your nurturing content and process going forward.
If you’re the only one engaged in the relationship, it probably isn’t much of a relationship … your leads want a partner not a stalker. Make sure that between your nurturing content and your individual outreach, you’re encouraging and facilitating two way communication. The more information you get from a lead, the likelier you are to convert them. Don’t be that date that makes it all about you. Ask questions; find out what they need and then tell them how you can give it to them.
So let’s recap here. It takes a lot of work to find and maintain quality relationships but if you are well informed about your audience, have great creative, are smart with your marketing dollars, and invest the time it takes to properly nurture your leads, you’ll get the long term yield you’re heart desires.