What is Marketing?
In our digitally connected world, getting a potential customer’s attention can be difficult. Marketing is all about having the ability to “grab and hold attention” in order to impart knowledge that inspires and motivates audiences to determine if your offer is ideally suited for them. Think of marketing as a funnel. The Top of Funnel is the first level – Awareness – where you define who you are, what your brand is about, and how you can be a valuable resource for people. How do you achieve this? By leading with content and having it available via different channels, like YouTube, Twitter, Facebook and LinkedIn, and in various forms, like content in articles and newsletters. The Middle of Funnel – Evaluation – is where customers figure out what they want to buy or not buy based on their criteria and what’s important to them. The Bottom of Funnel stage – Confirmation – is where potential customers confirm that they want to be a customer.
Customer Marketing Behavior
Marketing behavior helps you understand your customers’ nonverbal, “digital body language” by noting how they interact with content. It helps you to determine their level of interest and engagement and ultimately leads to person-to-person communication, particularly if you’re a B2B company and not selling online. The benefit of monitoring customer behavior is that it allows you to know your customers in order to better serve them.
Marketing Automation
Marketing automation is using intelligence in the marketing process to share a message that resonates with a target audience, so that customers gain the information they need to make informed buying decisions. The marketing process includes traffic generation, lead capture and lead follow-up, and to follow up in a way that segments the audience so that people get what they need and find relevant and useful.
The reality of not deploying marketing automation is that you don’t have the bandwidth to follow up with every lead every time, all the time, 365 days a year, multiple years of perpetuity. Follow-up can be manual or automatic in the process of capturing lead information, preferably a combination of both. Key attributes to choosing a good solution are to have a centralized database. Next, create a flowchart to represent all communications with customers that allows updates. Finally, have an intelligent system that can read marketing behaviors, so that you understand a customer’s actions and interests and can send them the most relevant content. Use a system that is highly integrated with all aspects necessary for success, like lead capture, sales automation, and e-cards to recognize and collect revenue online.
Contingency Marketing
Contingency marketing is having the appropriate marketing response irrespective of what your prospects do inside of a campaign, and particularly when they deviate from the marketing path you desire them to travel. The ideal process is a marketing campaign designed to pick up a lead at point A and move them through a process until the customer is happy to talk with you. Contingency marketing is being able to bring the customer back to the original pathway or take them to another relevant path in the process.
To create an effective contingency marketing plan, document your ideal process using pen and paper, for example, a flowchart. Identify ALL derivation points. Create a plan to bring them back to the ideal process, as well as provide a different journey that results in live interaction with you or, better yet, to purchase through your online website.
Marketing Qualifying Lead
A market qualifying lead is a lead or a person with a specific problem and a desire for it to be solved. People will buy if they see that your company, your product and you can help them fulfill their desire. However, they will not buy if they like you and your company, but not your product. They also won’t buy if they like you and your product, but don’t trust your company. These three factors must always be present. If you don’t differentiate, you will spend a lot more time and money with people who are not qualified leads.
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