They have become wise to wily tactics and, quite understandably, only want to invest in companies willing to invest time into their interests and needs.
We call this type of marketing “the holistic approach” – holistic refers to addressing the whole person, including their physical, mental, and emotional health, while taking social factors into consideration too.
Statistics show us that this is the most effective marketing approach, but why? It seems that where most companies aim to get people to raise their hands and show interest, not enough encourage them to take actual steps.
Here are some tips to get you thinking more holistically:
1. Start thinking like your customer
The best way to do this is to put together a customer journey map. This means following a client’s real experience: from initial contact, right through the process of engagement and into a long-term relationship. Really think about each step and ask yourself where you could offer them more incentive to the next step on their map.
2. Focus on progression – Make their journey easier
A lot of companies focus so much on getting new leads to sign up (consider the popular “deals for new customers”) that they forget to incentivise progression as much as capture. Think about what your existing clients could benefit from and the different demographic criteria you’re speaking to. Show that you understand them and want to help improve their experience.
3. A slower route often builds the strongest relationships
If you hurry a customer or client along then you simply end up exhausting them. If they don’t feel good about the journey, they won’t continue along the path to purchase. Research from the MarketingSherpa Lead Generation Benchmark Report shows, “marketing departments with a lead nurturing campaign reported a 45% higher ROI than marketing departments that did not utilise a lead nurturing track.” It becomes clear, very quickly, that a longer journey is definitely worth taking your time over.
If you’re looking for more guidance around a holistic approach then our B2B Lead Generation programme is a nurturing programme that helps put more appointments in your diary. For more information call us on 01522 581911.
View our blog archive to see more great articles like this one.