Your customers need you, but they may not know you exist yet. Or maybe they don’t know how completely you can solve their problem. We call these folks, “potential,” for obvious reasons. So, our first job is to get in their line of sight. Not through obnoxious advertising or yelling, but by being in the right place at the right time when they begin their search. When your potential audience become visitors to your site, you’ll give them memorable solutions to manage the problems that they face. Your visitors will readily identify themselves as leads to gain even more value from your company. By providing consistent value, and being in the right place at the right times, you gain the trust of your audience. And they move from leads to customers. That’s the whole reason you’re doing this, right? When your customers have a fantastic experience with your company they’ll become your promoters. As those customers tell others, your influence grows. By using email, social media, and other technology, you help amplify their voice to all the other potential audience out there. By using technology “under the hood” of your website, you can see what attracted them in the first place, and what drew them into a buying relationship with you. You get to tweak your processes and improve your effectiveness continually. IT’S ABOUT CREATING MARKETING THAT PEOPLE LOVE.
