The challenges facing marketers today is shifting their behaviors from promotional outbound noise, to tangible, measurable, and meaningful value. Capturing and sharing that value involves the establishment of a relational connection to the market. Building a relationship in today’s market requires that marketers recognize and understand that their customers and prospects are an interactive and engaged group of members resembling more of a community relying on the recommendations and experiences of others to influence, even determine their decision making process.
Outbound noise exemplified
Converting people into the membership of your community of customers involves more than preaching or promoting the greatness of your product and service. It involves understanding the true value of your offering through the experiences of your customer community. As businesses and consumers continue to carefully manage their purchasing decisions, they are being heavily influenced by the stories of those who have used your products and experienced their value; rather than on the promotional pitches of the sales and marketing people.
Marketing power is not found in traditional, in-your-face, promotional activities; it is found in facilitating a process for your customer community to share their stories of your benefits and your value. In the conversion phase of growth, your marketing strategy must be effective at connecting with your customers, encouraging them to share their story and utilize that story as a source of inspiration, motivation, and differentiation for your business.
photo credit: Carol Browne
Dave Cooke is CEO of Strategic Resource Group, llc an organization specializing in helping businesses increase their revenues through effective growth initiatives and employee development programs. His contributions and insights can be found on his blog posts, SalesCooke and Sustainable Revenues. He has also developed a new program for sustainable revenues in a down economy, known as SuRF. To download this case study go to: SurfWhitePaper.com.
