Remember junior high? Having your friends talk you up to the cute kid you liked who sat between them in social studies? Or the jock who showed off a little bit when he knew the right person was watching? The note passing? The whispering? So many things that would happen before you and your "beloved" even talked to each other?
Marketing done right is just like having your best friend listing all your good qualities to a prospective beau--setting the stage for you to shine. (By the time you reach college it's called having a wingman, but that's a topic for another post)
I Have a Crush on You
First of all, you have to make sure your prospects know you exist. If you have completed research and built your target audience profiles then you know who you find attractive. Now all you have to do if figure out how to make yourself attractive to them, right?
This is where you begin building trust and goodwill even before you meet. Consistent marketing is beneficial to both you and your prospects. Here's why:
- It educates potential customers about your company
- It shares your success stories so prospects can learn how you have helped firms like theirs
- It keeps you top of mind, so when the time is right the chances of a call or email are high
- It builds affinity due to the education from marketing efforts (IE. white papers, newsletters, webinars, seminars).
Building a preference for your company and the accompanying goodwill is invaluable because it translates to trust on the part of the prospect. And the higher the trust level, the smoother the sales process.
It's hard to say which is the more efficient process, passing mash notes or sending out white papers, but the end result is the same--gaining consideration from the one you really want to notice you.