Does anyone else have that drawer in their kitchen which is crammed with menus from all your favourite takeaways?
Have you ever thought about how you could use this marketing technique in your business for all those customers who have ‘filed you for later’?
Now, I'm not suggesting you go and print thousands of leaflets about your products or services and post them through every door in the country. First, that would be extremely expensive and, second, it just wouldn't work for most businesses.
What I'm talking about here is something which you can give to those potential clients who aren't really “hungry” for what you offer now, but might be in the future.
How often do you check the reviews before you buy something? Reviews are so common now that we expect to be able to read other’s opinions on a product before we buy.
So how can we get those great testimonials and reviews?
Any marketer will tell you how important a good testimonial can be for your business. To feel confident enough to buy, we need to trust that our investment is going to deliver whatever value it promises. Ideally, we’d get a recommendation from a trusted friend but, if that’s not possible, a review from someone else who has bought is the next best option.
The purpose of marketing is to make it easy for people to buy from you and become raving fans. So you also want to make it easy for them to refer or review you. How can you do that in your business?
Here are some ideas…
To explain the purpose of marketing content, first I need to explain something about buyer behaviour and why businesses didn't need marketing content years ago when they do now.
Over the 16 years I've worked in marketing, I've noticed a significant change in buyer behaviour. And with everything that's happened in 2020, this has only accelerated.
So how do we buy now compared to 16 years ago
Case studies are an essential part of any marketer’s toolkit. They provide evidence to back up the claims you make about your product or service. Since we can all be a bit sceptical at times, we need to give our buyers proof that we are as good as we say. A portfolio of case studies offers that much-needed reassurance.
If case studies are on your marketing to-do list, this template explains the elements I include to ensure the result is a compelling and persuasive piece of content.
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