July 20, 2017
Pop Quiz: How would you answer the question, “What is your main objective for an initial marketing campaign?” If the answer is simply, “to sell more product” then unless you’re giving your product away for free you probably need to go back to the drawing board. The fact is a sale is rarely achieved on the first round of marketing.
Think about it. As a consumer, do you typically make an impulse purchase the first time you see an offer? Of course not. Before you pull the trigger you want to make sure that you’ve gained enough information to insure that you’re making a smart buy. And that takes both time and a seller who is wisely sharing relevant content with you to help you become more informed.
Making a sale requires a commitment to help your target prospects learn as much about your product as possible. As marketers, we call this process the ”Customer Journey” or what a sales person would refer to as the sales funnel. But the goal of a customer journey is to achieve much more than just the initial sale.
By reaching and continually engaging targeted audiences throughout the sequential stages of a strategic Customer Journey you have a much higher chance of not only making the first sale but to also earn the customer’s loyalty. And loyalty leads to repeat sales and even referrals.
So next time someone asks you what your main objective is for a marketing campaign you can tell them you want to start the process of earning the opportunity to increase sales while building your base of loyal customers.
"The people when rightly and fully trusted will return the trust." --Abraham Lincoln