4 Ways to Keep Up with Your Prospects

An article at Marketing Profs talks about a McKinsey Quarterly study that states that businesses are now in control of only one-third of the touch points in a buyer's evaluation process. So, how do you make the most of the one-third that you have some control over? Here are a few tips to doing that...

1. Content: Make sure your content is engaging. It should be fresh, simple and address the buyers pain-points. It should be value adding to the buyer. Buyers today don't have too much time or patience. Unless you get straight to the point, they are likely to move on.
   
   
2. Media: Buyers interact with businesses at various stages, through various channels. Make sure your marketing strategy reflects that. Use a healthy mix of different forms of marketing media such as videos, print, HTML e-mails, social media and so on.
   
   
3. Web presence: Buyers today do extensive web searches soliciting peer reviews and suggestions before making a purchase decision. Invest in good SEO practices to ensure that your business has a strong, positive web presence.
   
   
4. Track: Track the touch-points that you still have some control over. That includes your websites, digital marketing and sales collateral, e-mails, social media pages etc. Tracking the traffic and response to these touch-points will provide useful information that you can use to tweak your marketing and sales strategy.
   
   

You can read more about the study at ... http://www.marketingprofs.com/short-articles/1301/the-funnel-sprung-a-leak