Goal: To build trust and become a valued resource to your customers & your target market! You position yourself as a “thought-leader” (an expert) so that your market looks to you for information & guidance.
Starting Point: Know your market! What do they want to know? What do they need to know? Where do they look for that information? How can I become that source?
Positioning: The content that you create will be a solution to those people’s problems and will not mention your company or products at all !
You need to fundamentally change the way you use news releases. If you follow these specific strategies for leveraging this once-lowly medium by turning it into one of the most important direct marketing tools at your disposal, you will drive buyers straight to your company’s products and services at precisely the time that they are ready to buy. (Scott, The New Rules of Marketing and PR , p.88)
The web has turned all kinds of companies, non-profits, political campaigns, individuals, and even churches and rock bands into just-in-time and just-right publishers. As publishers, these organizations create news releases that deliver useful information directly onto the screens of their buyers – no “press” involved! (Scott, The New Rules of Marketing and PR , p.91)
Buyers now read your news releases on Google, Yahoo!, other search engines, on vertical market portals, and with RSS readers.
The best way to publish news releases so they are seen by your buyers is to simultaneously post a release to your own website, your blog, through social media, and send it to one of the news release wires.
A Selection of the Larger U.S. News Release Distribution Services:
Email marketing is powerful, but it is also a challenge because the inbox is a hostile environment. Here are 10 keys to make your email marketing successful. (See The Constant Contact Guide to Email Marketing.)
Only send email to people who know you.
Don’t treat smail addresses like email addresses; treat them like relationships.
Send relevant content that has value to your recipient.
Engage your audience in the content you write.
Maximize your delivery rate.
Don’t share email lists with anyone.
Set expectations with your recipients.
Look professional whenever you communicate; use a professional service.
Problem: Most websites are big brochures that do not offer specific information for different buyers. They are not integrated into the selling process.
Tactics: You must begin with a thorough understanding of your target customer. Use their language for search purposes. Then ask yourself, “What do you want them to believe about your organization?” Your content strategy is the most important aspect of any website! Develop a message for each buyer persona using landing pages . Create a smooth, flowing, selling process that leads to a “next step.” Then track and measure everything!
Goal: To provide great content that engages the buyer, a smooth selling/buying process, and a call to action that converts the visitor into a lead and/or a customer. The end result is either contact information, or a sell.
Relationships start out tentative and fragile. They are nurtured through experience and familiarity. Mutual trust and shared benefits will cause relationships to evolve through three phases:
Visibility – you and another individual become aware of each other; you begin to gather information about each other.
Credibility – this is the quality of being reliable, worthy of confidence. Credibility grows when appointments are kept, promises are acted upon, facts are verified, and services are rendered. Third parties also give you credibility.
Profitability – as a credible relationship becomes mutually satisfying and mutually beneficial, it enters the profitability stage.
Many business owners have built thriving businesses entirely upon referrals . In fact, almost all businesses start this way.
We all prefer to buy from people whom we know, like, and trust. To have a real opportunity to make a sale, you have to overcome the buyer’s skepticism. You have to achieve a certain level of trust – and sometimes building that trust is difficult if you’re a stranger. A good referral allows you to begin the process with a certain level of trust already built in.
What Is a Referral Marketing Strategy? A Referral Marketing Strategy can be defined as a way of getting your existing customers and friends to promote your business for you. It is the systematic cultivation of word-of-mouth business. Building a word-of-mouth business that generates good referrals requires a system .
What Makes a Referral Marketing Strategy Successful?
A successful Referral Marketing Business calls for a commitment from you to devote a certain amount of time and effort to building relationships that will pay off in increased referrals. It is a whole new way of doing business for most people.
While referral marketing typically has a low hard-dollar cost, some referral strategies can be quite time consuming. Create a system .
To build a successful referral marketing business your service must be extraordinary! Having good service is not enough. You must turn your customers and friends into Raving Fans .
You cannot be satisfied with simply satisfying your customers. You must exceed their expectations. You must give them something to talk about . You must think of different things you can do to get them talking. Raving Fans are people who can’t stop talking about you and your service.
Be sure they have enough information about you and your business. Be sure your relationship has been growing. Remember, relationship first, opportunity second.
Develop sample correspondence and literature for them. Prepare outlines and scripts that they can use when making contacts with prospects. Give them clear instructions on what you want them to do for you. Pay any expenses that they might incur. Make it as easy as possible for them to support you.