How to attract new business...lure it to you

Imagine if a credible source continually kept introducing your business to your target audience. The tills would be ringing. Done well, your content has this ability. But too often, marketers go straight in for the kill and forget to build credibility beforehand. Digital marketing can introduce your business to a massive audience or a small but precise pool - you can choose.  

Sales then step in once the (all-important) introduction is made and their task is so much easier. Marketing have handed them a prospect aware of your offering and brand.

This partnership is what truly successful businesses use to move prospects through the sales funnel and provide a consultative experience that builds trust. Once the trust is formed the buying begins. But buyers are more clued up than ever. They conduct research and have infinite choices and information. They want product demos, informative blogs, customer reviews - content that confirms you are the best provider and their decision is the right one. Supplying this content at the right stages of the customer journey transforms your target audience from cool to warm. It isn't always a 'quick' win. You will want to populate your sales pipeline with a healthy mixture of prospects at various stages in order to secure a steady stream of business. But your content can quicken up the process and create awareness of your offering.

If buyers are not aware of you, they cannot become customers, so how can businesses create awareness?

1. Map your buyer journey in detail (effective inbound marketing communicates with the buyer at every stage of their journey)
2. Research! Research is vital. Who is your target market? What issues do they have? What interests do they have? Track their interaction. How can you help them and what channels and messages do they respond to?
3. Initiate awareness. Having done your research you should now be able to tailor relevant content that will be of value and interest to them. A helpful blog, product demo, video or 'how to' guide are all a great opening act. 
4. Listen. We can be so busy trying to market and sell that we don't listen enough. Prospects like to talk (as do we all). Listen. They will tell you their issues and interests and you can then tailor the right solution. 
5. Easy on the selling. Sounds odd this one, but people can smell the sell a mile off and it's a digital turn-off. Focus instead on building a relationship and then the selling can naturally commence. 

Relevant content starts the relationship between you and your target audience and makes that vital introduction. 
Don't miss a trick, help lure customers to you (the modern way) with valuable, expert content.