Why Being Found by Customers Is More Important than Finding Them
Last time I checked, there was significantly more interest in developing new customers through direct sales and related marketing than any other topic in the print-media and general business markets. Let’s now jump forward beyond the customer onboarding trajectory and assume we have a stable new-business strategy to launch our program. Below are recommendations to ensure your company gets off to a strong start using strategic marketing and stays on the right path to success.
Offer What Your Customers Want
It is critical that you know what your customers need and want because that leads you to understand what to offer them. This single concept is a major reason some companies continuously attract and retain new customers while others never have enough. The knowledge of what your potential customers want to know more about, what they like, what they dislike, and what products they prefer will allow you to know what to offer them, as well as what not to offer them.
Although this may sound like everyone would know this and do this, it is more uncommon than common to find a company that understands its one primary goal and drives everything through that lens. Kick off your program knowing what the preeminent goal is that you would like to achieve:
- Build higher traffic to your website.
- Achieve record downloads of your new product demo to lead to sales inquiries.
- Spread the word about your newest additional brand-line extension program using social media and related e-marketing resources.
- Create a powerful in-bound marketing program that you can launch new products from later in the year.
- Produce a specific type of customer following using a technical forum that allows for sharing concentrated technical information and data only this specialized target group will appreciate.
Be Selective in Goal Setting
Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.