How’s your marketing been lately? Are you doing well both online and offline? Here’s a way that you can improve your lead generation and conversion with your potential customers that’s guaranteed to work.
Give them what they want before they actually need it.
It’s true. You’ll have amazing success building leads with people that don’t even need you. They have absolutely no use for your service but they’re your best customers. Well, at least they don’t need you right now. But they will.
All you have to do is not sell them anything.
It’s confusing, right? Don’t sell them something they don’t need and they’re your best customer – how does that work?
First, you can’t just randomly select people to target. The old rules of establishing a buyer persona and understanding the market you’re in have to come before anything else. If you don’t have that buyer persona then you have no idea who you’re not marketing your unnecessary services to.
Once you’ve got that profile down though, you’re ready to start working your magic. Now, it’s true that you can have a lot of success if you’re marketing to people who more than likely need your services right now. You get the message right, and people that are looking for your content right that second are likely to buy into your product or service. The real challenge comes in attracting people that don’t need you.
You need to get a relevant, non-sales message out to people who aren’t even looking for your product or service, and that’s not exactly easy. Thankfully, you don’t need to change your tactics outside of your traditional content marketing. As long as you’re building solid content that is educational, entertaining and informative – to the point that it provides excellent value – you’ll eventually draw those people in.
Most people have a certain sense of style that encompasses all of their typical likes and dislikes, it’s how we’re wired. That means that we carry the same interests on a regular basis, and we just cycle through what’s important or relevant at the moment based on our needs. If you can generate content that catches the eye and brings someone in based on interests, then you’ve got a successful hook and a good chance for a lead. The goal is to create content that targets people who currently need you as well as people who have you “on the dark side of the moon” as far as need and relevancy are concerned.
Take for example a chiropractor who wants to target people who’ve been in an accident. He wants patients to come see him in his practice as soon as they’ve had an accident. He could market directly to those people but he could find more success in generating future leads by marketing to people who haven’t been in accident yet. He creates pamphlets such as “what to do after an accident” that customers can keep in their glove box. He creates similar content on his blog and submits the same type of content to article directories. He’s effectively targeting people both categories – people who haven’t had an accident yet (but likely will) and those who recently have.
If you want to have the most success with your marketing, keep in mind that you could very well have more than one buyer persona that is a branch of your target audience. It’s extremely easy to sub-target and run multiple campaigns in effort to get the most out of your marketing runs.
