Instead of letting those leads evaporate (or, on the other end of the spectrum, scaring them with aggressive conversion tactics), let’s use digital channels to cultivate and develop them into powerful relationships that lead to bigger purchases, more sales, and greater advocacy.
Everyone in your pipeline has a different relationship type, relationship need, and relationship potential. That means that every interaction you have with someone, whether it’s direct or indirect, through a page on your website or a Facebook conversation, contributes to those relationships – whether you’re starting a new one, or building another one out.
This is what I refer to as a “relationship pyramid.” People move up and down the pyramid based on the depth, frequency, and sentiment of each interaction they have with your organization. Once you’ve determined the relationship level of people in your pipeline, you need to start moving them up the pyramid. I like to talk about all human relationships as composed of nine elements – need, history, curation, faces, stories, authenticity, consistency, credibility, and helpfulness. History. At the heart of any deep relationship is history – a repeatable pattern of interactions and engagements. Curation. A good relationship between an organization and its audience has to involve curation. Stories. Stories allow us to imagine ourselves in someone else’s shoes, bringing us closer to one another.
Consistency. How hard is it to have a relationship with someone who acts differently each time you interact? Credibility. We tend to form relationships with people and organizations who demonstrate expertise in something, whether it’s installing software or providing relationship advice. Take a look at the diagram below – ideally, if you’re tapping into those nine elements, you’re also creating a cycle of interactions that moves people towards intimacy, promoting them up the relationship pyramid and through each phase of your relationship. Relationships are the new currency of the digital world, and they are the ultimate competitive differentiator. For more ideas about becoming best friends with your audience, check out Jason Thibeault and Kirby Wadsworth’s new book, Recommend This!
Hi, this weekend is fastidious in support of me, as this time i am reading this fantastic informative article here at my residence. Here are my three secrets to help you form and deepen relationships online, effectively converting raw leads into your new best friends. Learn how by reading the ebook 10 Steps for a Successful Personalized Web Engagement Strategy.
Ultimately, people want to connect with one another, and digital empowers the entire human race to do so.
Use digital to humanize your marketing, whether that means reaching out to potential buyers directly, initiating conversations on social channels, showing off your amazing sense of humor, sharing emotionally compelling customer stories, or using your company blog to let your employees express themselves in a human way. You may already score and segment your database based on title, company, industry, or product interest – why not “segment” them by relationship progression as well? The higher a person is on the pyramid, the more valuable the relationship and proclivity to purchase, or more importantly, recommend you to others.
Provide information, converse on a topic of interest, help solve their problem, offer a suggestion. When you meet someone’s needs, or they meet yours (whether it’s a need for advice or a need for a product), a positive relationship is formed.
We go to Home Depot to because they can offer so many products in one place, and because we trust their selections. Good relationships are formed based on face-to-face interaction because it helps us gauge reactions and emotions. In digital marketing, we tell stories about our customers, because they allow potential customers to imagine their own problems being solved with our products. Social media provides a digital way to show your human side, earn your audience’s trust, and make it clear that your company is the “real deal.” This goes back to the idea of humanizing your marketing. In digital marketing, prove that you’re consistent by serving your audience a seamless experience across every device – all of your content should be responsive and optimized for consumption on any web browser, as well as on smartphones and tablets.
It’s tough to form strong relationships when the other party isn’t doing anything to benefit you (whether it’s providing great content to help you solve your problems, or giving you a piece of gum when your breath smells bad). Director of Marketing Strategy at Limelight Networks where he writes about, evangelizes, and drives their market positioning. When you subscribe to our email updates, you understand and agree that Marketo will send you email invites and updates, ranging from events, webinars, new content, and more, based on your settings. Usually friends search these quotes on friendship day to wish their friends and make them feel special. But how many of those leads – which you worked so hard to generate – get lost in the ether of the digital world? Or even better, let’s get them applauding for our products… Why settle for buyers when you could have best friends?
In the digital marketing world, creating buyer personas is a great way for marketers to understand audience pain points, challenges, and needs.
In digital marketing, a shared history is established through lead nurturing and personalization. In the digital world, curation means giving our audience a single destination for the content (whether it’s an ebook, a slide deck, a data sheet, or an explainer video) that they need. Marketo is pleased to feature Recommend This on our Marketing Nation Book Club for the month of May.
By presenting content that is responsive to past behavior, you demonstrate your awareness of each lead’s history with your company. This might take the form of your company blog, a “resources” section, a newsletter, or all three. True friends are difficult to find so if you have one appreciate their presence in your life by share best friend quotes and other stuff. In fact, the entire culture of sales and marketing in the digital world dehumanizes the conversations you’re trying to nurture.
This is also why so many companies include an employee page with photographs of their team members. That’s why marketers should stop focusing on conversion, and start focusing on relationships – conversions will follow. When someone converts from a lead to an opportunity to a customer, it’s because positive interactions beget more positive interactions. In childhood, children share toys that are how their friendship starts which often lasts till their last breath.
It is commonly said that boy’s friendship is stronger than girl’s because girls easily gets jealous. On friendship day friends give friendship bracelets to their best friends as a sign of their friendship. Also give your feedback about this post and other posts on my blog and tell me what else you want to see on my blog.
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