No one is waiting for your next tweet, status update or blog post to make their next purchase. There’s always the chance that you might motivate someone to purchase, but it’s impossible to predict when prospects are ready to make their next purchase. That’s why it’s so important to be there when your prospects are ready to decide.
Where will they be? We understand from current online behavior that the majority of online prospects will utilize a search engine. What keywords will they search for? Are they going to search locally for their research? Are you on the search engine results where they’re looking? If they seek a resource within their network, are you a trusted resource that’s present there?
Blogging is a great online activity because it allows you to drip information and be available when the prospect is searching for the solution. It’s not enough to blog, though. We push our visitors to subscribe to our feed, subscribe by newsletter, follow us on Twitter, fan us on Facebook, or connect to us on LinkedIn so that we have a chance of being there when they are ready to purchase.
Email marketing is a great medium for re-connecting with those customers who ‘may’ purchase soon. Perhaps they’re doing some research online, found you through a search engine, and subscribed so they can keep an eye on you and connect when they’re ready to buy.
Social networks are great mediums for building authority and trust, and exposing your business’ personality to someone who may want to do business with you. Again, by continuing to stay on your prospect’s horizon… you will be there when they decide to buy.
Dripping posts, dripping tweets, dripping comments, and dripping updates not only keeps you top of mind, it also extends from people within your network to people within your followers’ networks, and their followers’ networks, and on and on.
Being top of mind in our prospects’ networks is important, building trust and authority within their network improves our chances of them calling us when they’re ready to buy. People sometimes ask, should I put resources in Facebook or Twitter? Should I invest in email marketing or search engine optimization? Should I start a blog or advertise online?
There’s no right answer to this. The question is all dependent upon a return on your marketing investment. If we participate monthly on LinkedIn for an hour, let’s say that hour is worth $250 in consultation… that’s $3,000 annually. If I get a $25,000 contract from a lead from LinkedIn, was it worth it? Of course it was. The question isn’t where, the question is how can you balance and automate drip campaigns throughout all these mediums effectively.
Don’t bet on a single medium, your prospects may be anywhere. Once you identify your best mediums with the most promising leads, you can put more effort in those mediums.
Drip, drip, drip… and wait for the buy.
The average piece of content takes 20 hours to create and costs approximately $1,200 to produce. And yet, 60-70% of B2B content sits unused, collecting dust in the depths of your blog or resource center.