IGNITING CONVERSATIONS THAT SELL – PART 2
In my last blog, we discussed a simple process that supports you to think carefully about the steps involved in raising your brand awareness and gaining a new client. During my next few blogs, we’ll be looking at the marketing resources, initiatives and channels that are appropriate for each stage. In particular, how thought leadership can play a part.
Step 1: YOU ARE UNKNOWN. Your target market does not know who you are, what you do, nor how you can help them. Your goal is to raise awareness of your brand.
Before you can do this, there’s a few things to clarify…
You’ll need to identify exactly the type of new client you want. Further, you’ll need to research the channels that are appropriate to get your message to them.
For example, I’ve been working with a specialist medical practice. Their leads are primarily generated by GP referrals. GPs read their industry journals, updates from their professional bodies. They are attracted to training sessions that accumulate professional development points, recommendations from colleagues and personal meetings with medical specialists that are both interesting and educational. To have more power over the practice’s sales pipeline, however, we’re looking at generating leads through reaching potential patients. Patients and GPs have a completely different ways finding information. If we’re aiming to raise our brand awareness with potential patients, using the same channels as we do for GPs would be useless.
When you have identified your market and channels, it’s time to think about your campaign content. You can advertise, entertain and use infographics, videos and podcasts. You can blog and post and tweet and like and share. Whatever you do, make sure that it attracts attention. Any content should be short and punchy. You’re not looking for a commitment, but if you can raise an eyebrow, you’re on the right track. If you can gain a subscriber to your newsletter or blog, then that’s even better.
Next time, we’ll look at Step 2. In the meantime, document your target market and list the media channels you can use to reach them.