Marketers often focus solely on delivering qualified leads but ignore the bigger picture.
I recently attended a presentation by Google’s Maresa Friedman. She emphasized the importance of each marketing touchpoint. The first impression sets the tone, but every interaction between then and finalizing a sale is equally significant. Friedman compared the process to dating and marriage:
In today’s dating scene, an attractive profile picture and witty bio result in a swipe right. This first interaction is important, but we all know you can’t jump from a swipe to signing a marriage certificate. The many exchanges in between—dates, meeting the parents, moving in together—culminate in that final agreement. Every step is essential and it’s impossible to determine which one carries the most weight.
Similarly, we cannot expect potential customers to receive one email or view one ad and immediately make a purchase. We need to commit to a long-term relationship, nurturing our audience to become a trusted source and an authority in our industry. We should be in front of customers as much as possible, staying relevant by delivering a variety of content.
As an email marketing specialist, one common mistake I see is marketers putting all their eggs into the email basket. One email is sent and hundreds of ready-to-buy leads are expected.
Email is a powerful tool—we can communicate any message we’d like at any time of the day to a targeted group, and while all digital marketers should be harnessing this power, it’s important to know not every reader will respond to content the way we’d like. This doesn’t mean these readers aren’t worth our time. Every touchpoint matters. Layering an email campaign with social media content, video, banner ads, etc. is what will ultimately bring in the best leads.
By providing content in different mediums, a wider net is cast and we stay top-of-mind. Putting in the time and effort to offer these choices builds familiarity and trust, so that when customers are ready to buy, we are the first choice.
As you strategize your marketing goals, commit for the long-haul. Stay in front of your audience and foster a relationship by providing consistent, engaging content. Babcox offers comprehensive direct marketing services. Contact your Babcox sales representative for more information.
Kelsey Mayer joined Babcox Media in 2019 as Email Marketing Specialist. She has a background in digital marketing, social media management, and event planning. Kelsey is a 2013 graduate of The Ohio State University.
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