I had lunch with a long-time client and business owner last week who was thrilled that a prospective customer called them out of the blue. He marveled that the prospect reached out to him without any prodding. It was like magic.
We hear this a lot, and each time we chuckle a little because what this client (and many others) often forget is the marketing heavy lifting going on behind the scenes. Did that prospect find our client randomly or could it have been the LinkedIn posts, the thought provoking blogs, or maybe the relevant and timely email content?
The underlying question is, “Do leads just happen or are they generated from the steady drumbeat of posts, emails, and blogs that build top-of-mind awareness?”
We have other clients who are often amazed by the compliments they receive on their blogs and posts. Consistent marketing is the “machine” that keeps relevant and interesting content in front of prospects, so they know who to tap when they need our clients’ services.
But, more than that, it raises an important point: Leads have less to do with left field than they do top of mind.
When done properly, regular, thoughtful outreach means that when a prospect has a challenge that you can solve, they remember you. When a referral partner learns of a company that is unsure of how to solve their challenge, they think of and recommend you.
Most business leaders do not have the time or inclination to spend time posting on LinkedIn, researching articles of interest to their prospects, responding to comments, or sending relationship-building emails. It’s impractical. They have companies to run, people to manage, and current customers that need attention.
Without consistent interaction with the business community, companies risk becoming invisible. They do not show up in people’s feeds, they tumble down the search rankings, and they have no top-of-mind presence. Marketing outreach creates the foundation that maintains a company’s business in tough times and functions as the jumping off platform for more advanced marketing.
The best marketing partner understands the strategy, communicates the right messages, and has the know-how to perform the many tasks needed to build the foundation upon which business owners can grow the company. And it’s done with a scientific (not magical) approach including testing and analysis. This case study explains more about the science of “filling the funnel.”
If you are looking to grow awareness of your brand and generate interest, we’d love to talk with you to determine if we’re the best partner. Then, when you wonder, “Is marketing working?” you’ll know in two ways – first through the calls and comments you get “out of the blue” and second, through a 90-day review of the numbers. You’ll know what messages worked the best, how many followers, opens, clicks you’ve received – and exactly who is interested in what you have to say. It’s not as mysterious as “magic,” but it IS far more effective!