Marketing Tactics are those “get ‘er done” functions of the revenue generating system that puts the marketing strategy into action. Here’s several thoughts on the what and how of marketing tactics for you to consider.
Educational Content Builds Trust
People today expect to find information about any product, service, company, individual, cause or challenge they face by simply turning to the search engine of their choice. It’s scary to think that if they’re not finding content that you’ve produced that provides them that information there’s a pretty good chance you won’t be worthy of their trust.
The Four C’s
The 4 C’s are key to trust building success: Content, Context, Connection, and Community.
Content – Customers turn off blasting, blaring, boasting in an effort to sell. They will respond positively to authentic content that educates or is seen as valuable. Search engines will provide content that fits very specific queries delivered in the form of text, live or recorded presentations, and videos.
Context – Putting your content in front of prospects requires an appreciation of the enormity of “stuff” they must filter to get to your message. Sometimes this means just simplifying your offering, condensing reams of words to brief statements about relevant data.
Connection – Quoting John Jantsch in The Referral Engine, “By using technology to allow prospects to connect when and where they choose, (you) allow people to connect more deeply when and where they choose.”
Community – is a popular term today in the wired world. Off line community building is even more relevant. Think, “hight tech, high touch.” Client group meetings, building strategic relationships with other businesses, working on civic or charitable projects are all community building opportunities.
The web just keeps gaining significance in the world of growth businesses. It is the repository of your educational content, your web site. But it’s no longer enough to think about your web site as your web strategy. Marketing techniques today means building a great deal of your thinking around a total web presence made up of systematically selected tactics that drive readership on your website content.
Tactics Are Scheduled and Measured
Filling the Hourglasstm with your selected marketing tactics becomes your roadmap to finding people with the need to know, like, trust, try, buy, re-buy and refer. The Hourglass adds a degree of simplicity and organization to an otherwise daunting task of bringing to fruition all the tactics and tasks needed to drive your revenue generation system.
Lead Generation and Sales
Generally speaking there is no one magic way to generate a ton of leads. Granted, for some businesses there are more effective ways, but on the whole long-term effective lead generation comes down to a combination of advertising, public relations and a systematic approach to referrals – the three legged stool of lead generation.
DevCom is a marketing and sales consultant that is here to assist businesses with their marketing techniques and tactics. For further information on how DevCom can assist your business in planning marketing tactics and implementing marketing techniques contact us today!