When you hear the word relationship, what do you think of? It's probably not marketing is it?
Well I'm going to try and convince you that marketing is ALL about relationships and how strong you can build them. Those relationships dictate everything about your prospect and what they expect from you.
The way we think of marketing in a general sense is how many leads can it produce and how quickly can it be done. Now this is not necessarily a bad thing if done in the right order, but is a major headache if our audience is not warmed up to is first.
If you want to build up a following of people who trust you, recognize your brand and feel a sense of connection to you. You have to understand how relationships and human dynamics work.
When you meet someone you don't just go right up to them and ask them to marry you. If you did and by some miracle they accepted that relationship would not last long at all.
It takes time to get to know someone, date someone, move in together, and then finally get married and live your lives together. Your chance of getting a yes and the relationship lasting is much higher if you actually know the person.
This is the same way we need to start thinking about marketing systems and campaigns. You have to show your audience who you are, how you can help them and that you are a brand they can let their guard down with and trust.
You do this by producing content that your audience wants to see and that will produce value to them without asking for anything in return. Now in order to effectively nurture that audience you have to keep putting the content in front of them and constantly interact with that audience.
After you've moved them from a cold audience then you can start to enter the next phase, which is potentially asking them to buy your products or come into your facility. A warm audience that trusts you is also much more likely to convert when using different lead generation tools AND they will stick around much longer once they do convert.
The takeaway from this is that we cannot just focus on using lead generation tools as our only way to produce leads for our businesses. A long term marketing strategy that focuses on building a relationship and building awareness around your brand is key to developing a system where you have a consistent and more predictable flow of leads into your business.
This strategy takes consistency and might take 6 months to a 1 year to starting producing results, but it moves you into a long term focus for your business rather than trying to figure out short term strategies all the time.
If you want to win in business and marketing you need to be thinking years ahead of the game and working to understand how you can get yourself there by establishing micro goals along the way. It's even better if you know someone who you can talk with and who can hold you accountable for your goals!
Remember marketing is a long term game. Play it right and the pay off is always worth it. Focus on the short term survival game and you will eventually lose!