‘Part of the journey is the end’ – Ironman, Avenger’s Endgame
We live in a world where quick results are in demand and the ultimate goal of any form of marketing (digital or otherwise) is to attract prospective customers towards our service or product.
So let’s step over to the other side of the line, shall we? Imagine you are a business owner – any business (product or service, big or small) and you would like potential leads to approach your business and ultimately make a commercial transaction at the end.
Target Customer – At the outset identify your target customer. Go Specific, for example, ‘Maybelline’ – the 4th largest cosmetic brand in the world pinpointed their Indian target customer as – ‘style sensitive women who are in the mental age group of 21 – 35 years having a step-out-of-home daily work routine worth above INR 50,000 per month living in a metro city’ – Similarly try to picture the potential perfect customer for your business.
Generating leads – as Microsoft puts it simply there are 3 steps to generating relevant leads –
(i) – Awareness – making your target customer aware of your existence in their consumer space
(ii) – Consider – Engaging or interacting with your target audience so that your product/service can be an option for purchase.
(iii) – Conversion – This is the actual transaction between your business and your target customer
Offered vs. required – As a business there might be a host of products or services under offering but which among them (if at all any) are relevant to your prospect. The devil here is ‘assumption’. Assuming your prospect’s requirement is similar to shooting a magnetic dart in the dark, Even if it hits the board the magnet might not stick. It is always better to switch on the light and move closer to the dart board, in the sense it is always better to ask the right questions and be specific about what you could do for your customer.
To evaluate if you are on the right track just ask yourself – what is the problem that you will be solving for your client?