Inbound marketing is tuned to rhythms, just like human beings. Think about the rhythms of your body: your heartbeat, your sleep schedule, how often you eat, the pull of the moon, the sun and the tides. We learned early on that the faster the program pulses, the better the results.
When you think about it, you should see why this works so well. First, you’re interacting with other people. So, when they get your blog article in their inbox at 9 a.m. each day, when your educational email arrives on the same day each month or when they see your lead-nurturing emails every three days, people start to feel very comfortable.
Here’s the key to it all.
The more you talk to your prospects, clients and partners, the more they’re going to know about you, your business, your ability to help them, what makes you remarkable and the benefit they get from working with you.
Talk To Your Prospects, But Add Value Every Time
The secret is making all of those touch points valuable. This might seem obvious, but you'd be shocked at how many companies get this wrong.
Let me illustrate. Is sending me a 10% off coupon every week for a year a value-oriented touch point? No, it’s not. Don’t even try to convince me that it is by saying that people use them. Take Bed Bath & Beyond as an example. Every time I go and forget my coupon, I’m annoyed. I wish they would just give us all 20% off our most expensive item EVERY time we show up – no questions, no coupons, no hassles. That would be remarkable. And think about all the money they'd save on printing those stupid, oversized coupons.
When we discuss value and touch points, we’re talking about delivering something that moves your prospect closer to choosing your business. All of your prospects are on their own individual buyer journey, and you’ll never know exactly which part of that journey they’re going to be on when they interact with your business.
Match Your Content To Their Journey
As inbound marketing experts, we have some guideposts along the way to provide insight as to where prospects might be in their journey, but those can be misleading, too. For instance, if they download a top-of-the-funnel No-Risk Offer, they might be deep in the Awareness stage. Or, they might be downloading something to share with a fellow exec who knows nothing right now and is trying to get up to speed. The only real way to know is by having them tell you during the inbound sales process. This should be one of the questions you’re asking during your Diagnostic or Discovery phase.
Match Your Pulse To Their Journey
You’re going to want your inbound program to pulse more quickly when prospects are at the bottom of the funnel. This is their decision stage, so you want to be the company that's on their mind the most, adding the most value. And – this is important – you want them to be concerned that NOT having you on the team means their individual chances of success, recognition and achievement are less likely.
The more value you add, in an educational and consultative way, the better your chances of closing the deal. Remember, this is a combined inbound sales and inbound marketing effort. The marketing, emails, blog articles, social conversations, videos, webinars and other educational content can pulse at a prescheduled clip if you set your program up properly – just like your sales interactions pulse more quickly as you work out the final details of your proposed solution or set of services.
I know this sounds complicated. Yes, it’s more complex than just treating every prospect the same way. But, do this right, and you're going to close more often, more quickly and for more revenue.
Start Today Tip – Whether you’re practicing inbound marketing or not, you can still look at the pulse of your marketing. Pulse too often and too early, and you’re going to turn your prospects off. Pulse too infrequently, and run the risk of them forgetting about you and working with your competitors. Pulse just right, and become their trusted advisor, close the business and hit your revenue targets.
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