Some direct marketing campaign ideas look great on paper but when translated into reality, they fall some distance from the target. It doesn’t matter how clever and uncomplicated your solution is, if you can’t explain it in the right context for your target audience then you’re not going to have the conversions you’re looking for.
We’ve seen some disastrous examples where businesses have what they think is the perfect pitch to solve an obvious problem; however, when they pitch it, it’s all too much for the poor prospect and many of the key features and benefits are lost in the urgency of trying to generate a lead or secure an appointment. This leads to confusion from the prospect and the opposite of the desired effect – no sales lead and no appointments!
Slowly But Surely Wins the Race
This applies to all aspects of digital marketing as it affects both the language and the imagery you use to generate interest and build engagement. We have found that rather than rushing in with your pitch, all guns blazing, trying to amaze your prospects with your dazzling ideas, it’s slowly but surely that wins the race. It’s the classic hare and tortoise scenario. By slowly drip feeding your prospects information you nurture them taking them through awareness, consideration and evaluation of your proposition until they are ready to engage either via a phone call or face to face appointment.
Lead generation takes patience, persistence and a good degree of targeting. The development of a prospect into a customer will vary greatly depending on where they are in their sales cycle, that’s why nurturing your prospects with relevant and personalised content to engage their interest will keep you in front of mind when they are ready to buy.
From initial awareness of your sales proposition, to the careful delivery of informative material putting it in the right context for your prospect, you can start to build a relationship and influence the decision-making process from an early stage.
Nurturing your Prospects
In an increasingly competitive environment, nurturing your prospects is more important than ever. By adding value, simplifying your messages and tailoring your proposition to the needs of your prospects you can reinforce your company’s value and make sure that your pitch is heard and understood.
When the prospect is ready to speak to you in earnest about your proposition, you then have the opportunity to break it down further. By putting yourself in the customer’s shoes you can fully realise the ‘what’s in it for them?’ question and provide answers that don’t get lost in translation; securing a win/win situation for both parties.
