Every marketer’s dream is to have their ideal audience and potential clients come to them.
No banner ads, spam marketing emails, or annoying commercials necessary – and it make an advertiser’s job easier. Hands-free marketing is the goal, right?
How do you make the marketing process so easy that your clients find you before they even know they’re looking for you?
Connect to your audience through education.
That is a very broad way to say that your marketing strategy should first and foremost involve teaching your audience something that you know extremely well and that they want to learn about.
If you try to convince your audience that they should choose you you before they realize they want the services you even offer, you’ll annoy more people than you’ll close. Proving your trustworthiness and knowledge gets you in front of the competition before your potential client even knows they need you.
How do you do this?
- Find a topic you know like the back of your hand (and they don’t).
In your sphere, there are problems that your audience is looking to solve. Chances are, you either have the solution to those problems or you know where to look to solve them. Do you have a large number of problems you know how to solve? Great! You can create an online class or a series of articles on it. By proving that you know what you’re talking about, you establish yourself as a trustworthy source. Your audience will come to you for solutions (and you’ll already be at the top of their list when they want to spend money).
- Talk about easy-to-tackle issues.
Don’t try to overwhelm your reader/viewer with too much information at once. Try to break up problems into smaller step-by-step solutions. If your audience comes to a webcast and realizes you’re going to be talking for three hours, they’re already checked out. Take it by small steps to make your information more accessible to your audience.
- Don’t brush off your own expertise.
Whatever your end goal, whatever you aim to sell to your potential client, you are confident that it’s a good product or service. Don’t play down your knowledge or forget to mention how you can be so helpful to your audience. If you’re a doctor discussing what a symptom could mean, it helps the patient to trust you if they know you actually are a medical professional. Make it clear why you’re an authority on the topic.
Your ideal audience doesn’t necessarily know who you are, so if you approach them by telling them that you’re great, they’ll just ignore you like a flashing banner ad. Offer them something they need – like knowledge, helpful tips, etc. – and they’ll be much more likely to become a good lead for you.
This way, you also connect with people you know will be good, qualified leads. A smaller number of quality leads is better than a huge number of terrible ones that will never pay off. Don’t waste your time (or theirs).