Traditional sales and marketing models are all about pursuit … Cold call, knock on doors, deliver your pitch.
This method can be effective. Indeed, many great companies have been built using this platform.
But what happens when you can switch from pursuit to attraction? From hunting to gathering? From interruption marketing to engagement?
The Internet has made it much easier to attract and engage your customers. Now you can connect almost instantly via email and on social media sites. You can provide ongoing value and easily stay top-of-mind.
Isn’t that what you want?
The web also has made it easier to grow a business following through referrals and word-of-mouth marketing. That’s what social media is all about!
Referrals and word-of-mouth are particularly powerful, which is why having a social media presence for our businesses is becoming such a necessity.
But back to my question of pursuit versus attraction …
Perhaps the answer shouldn’t be one or the other at all. Maybe there’s a time and place for BOTH.
In some cases, you have to reach out and take control of the process. In others, especially when you want to retain existing customers, it’s important to nurture a relationship through engagement marketing.
By the way, online engagement marketing includes:
• Web content – landing pages, sales pages, information pages
• Social media
• Email campaigns – autoresponders lift notes, sales and customer service letters
• Newsletter
• Blog
It takes two to engage. And engagement marketing is all about fostering ongoing interaction between you and your customer. Providing value beyond the sale …
Building a lasting relationship.
It’s easier to retain existing, repeat customers than to constantly acquire new ones (and engagement marketing tactics make it easier to retain them). However, you DO need to do both if you want your business to grow and thrive.
So happy hunting AND gathering! Let me know what’s working for you by leaving a comment below.
Michele Peterson, owner of Exactly Write, is a professional freelance wine copywriter and social media expert who helps wineries engage with their customers online. She currently is accepting new clients.
Contact me today for more information and to get started.
