How to Keep Customers Coming Back for More

Truly successful marketing communications campaigns begin with a highly creative and brilliant idea. That’s why they attract so much attention. But many campaigns fail to build a really interested following among even the marketer’s best customers. When you stop to consider that the average home page receives less than five seconds of attention it’s easy to see the importance of making your story really stand out.

To increase a marketing campaign’s chances of success, consider a few quick questions to see how you can improve your next launch:

Do you have an introductory campaign that is specially designed for prospect customers who know nothing about your company’s products or services? This particular type of program is extremely educational and takes nothing for granted. It’s a lot like teaching level one Algebra. You start slow and build from the last level of concept learned. The easier it is to learn about your company and the more enjoyable you make it, the more your prospect customers will want to learn about you.

Is your marketing offer particularly relevant to your prospects’ business needs? Purchase decisions are only made after a significant degree of relevance has been proven for a prospect’s specific business environment and needs. There is no faking it here or trying to cover too many bases. Either your product does exactly what prospects need or it doesn’t. Today, there are no grey lines. You’re either in or out.

Does your campaign function as a series of touches on your prospect? Is it one huge conversation or a series of small chats that lead your prospect by providing him/her with the information they need?

Here’s a pet peeve of mine: If you’re including a download, then let them download it for free without having to give you any information. Consider this scenario: you are in a store looking at a product and a clerk comes up and tells you that in order to continue learning about the product you will need to provide your e-mail address! You would walk out.

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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