Are Your Marketing Messages Worth Your Prospects’ Time?
On the one hand, with no commuting, trips to the gym, or fun being had with friends and family, who doesn’t have more time today than they did a few short weeks ago? On the other hand, given the seriousness of our circumstances, we all have less patience for marketing messages that seem frivolous or unnecessary.
In other words, attention is even more valuable, so you’d better be sure that your messaging is worth the time you’re asking your prospects to invest. Here are a few ways you can help your prospects see why it’s worth it to engage with you.
Advise and Connect
Forget the hard sell. Gain trust and attention by offering help in your marketing messages. What advice can you offer your prospects that they will find value in? What questions do you know prospects are asking as they begin their buying journey? What questions are they asking later in the process?
Those are the questions you need to answer. The trick is in answering them not only in a way that helps prospects solve their business problems, but also in a way that positions you as an expert and helps engender trust.
All without giving away your secret sauce.
Probably not something you can whip up off the top of your head, but most definitely something that will pay great dividends. Create content that matters and resonates, and you will connect with your desired decision makers.
Another Kind of Connection
Beyond the connection you want to make with your prospects, you can also make connections for your prospects. Are there colleagues you work with you can stand behind that will make your prospects’ business lives better? Make the connection and you’ll a happy prospect and a happy colleague.
Obviously, this doesn’t scale and isn’t appropriate for early funnel prospects, but it can be a great way to remain in contact with prospects as you nurture them over time.
Demonstrate Through Your Marketing Messages
Finally, create opportunities to demonstrate that you have the experience and expertise to make a difference in their business. Case studies and testimonials are great, as are interviews and presentaiotnsr with clients who you have helped succeed.
So forget the “just checking in” phone calls and “we’re new and improved” emails. Provide value in your marketing messages and they will be greeted warmly more often, and your prospects’ doors will more frequently be open.
Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.
His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications.
Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")