When it comes to marketing in the information age, many people talk about web traffic and look at web analytics excessively. While web traffic is nice, gaining lasting customers and generating repeat business is much better. Successful companies have products designed for a specific group of buyers. If the primary method of reaching these buyers is to cast a wide net hoping for the right contacts to arrive, the sales pipeline is doomed for failure. This is why targeted marketing is so important.
Experienced bass fishers don’t drive their boat to the middle of a lake and toss out a line hoping the biggest fish will happen to come their way. They research the areas where fish congregate, the bait that is most effective, and put their line into a position to take advantage. It is the same with effective promotions. While providing relevant content on a web site is important, reaching the right buyers and building relationships is much more critical.
Prior to signing on the dotted line, clients choose the company they believe will meet their needs the most effectively. If you proactively put your name in front of the right contacts, your chances of catching the big fish and having repeat business for years to come is much greater.
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Tuesday, August 18, 2009
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