- Start with the end in mind and work backwards.
- What do we want prospects to think about you 12 months from now?
- Envision where you would like to be and then create the Marketplace Conversations (copyright, 2007) that will help you achieve the end-point.
c. Conversations require content and everyone at your organization needs to collaborate on new content strategies … news, video, audio, web, blogs, documents, Twitter tweets, Facebook channels, etc. … each designed to keep prospects engaged with you and move them into awareness and from there into interactive relationships that lead to qualified leads and pipeline activity.
- Each Marketplace Conversation is focused on brand awareness to raise your visibility, using multi-step, multi-media campaigns that integrate:
- News (multi-media news releases and feature article placements)
- Opt-in emailed newsletter articles and promotions
- Direct communications to generate awareness with targeted individuals
- Direct promotional communications to create qualified sales leads
- Content creation, distribution and monitoring social media, particularly blogs, podcasts, and video
- Participation and monitoring of social networks
- Each Marketplace Conversation to focus on people issues and how they relate to your products.
- Each Marketplace Conversation is chosen to implant the selected conversations in the minds or your various target audiences.
- Each Marketplace Conversation is an extended dialogue, with multiple prongs and enhancements to keep it going across an extended time frame.
- The distribution media will be selected around the target audience for each topic, some will be broad in distribution and others will be slivered around specific prospect segments.
- Each Marketplace Conversation needs to have attention-getting qualities -- human drama, entertainment, controversy, humor or other attention getter so you do not get lost in the clutter.
- Each Marketplace Conversation to provide validation to support the stories.
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