Technology and Relationship Marketing
Technology does not Dictate Marketing, it just Optimizes a Great Strategy
Traditional marketing emphasizes reaching the masses with a proposal and driving them to respond by ordering. There is no invitation to interact before ordering, get free information, or learn more about the Provider before ordering.It still works extremely well for well branded services. In fact, the marketing spends a lot of emphasis establishing the brand.
Most of us don’t have the budget, the reach, nor the product to survive on the small percentage of people who respond. In most marketing systems, including websites, the response percentages are very low. The obvious solution is to create more customers as a higher percentage of the people we reach. The advantage of being successful is a smaller spend.
The second important important variation is attracting the people who would be our ideal customers. These would give us a higher conversion rate of Leads to Customers. The strategy is more easily implemented by supplying Free Information on our Expertise and Problem Solving Capabilities and attracting the Prospects who need us.
The third important facet of the strategy is recognizing the time it often takes to get Prospects to respond or even knowing where our Service is Prioritized in their Buying Cycle. The best solution would be to continue supplying Permission Based information, insights, education, webinars, videos, reports, white papers, and newsletters until they are ready to interact and give us the information we really need to solve their problems.
In Relationship Marketing, we use available technologies to attract the Prospects looking for our Services and deliver what they need to make a wise decision by choosing us as their provider. During the process we give them many opportunities to interact and we can credibly contact them to see if we are providing information that is useful.
Our efforts to provide free non invasive information clearly establishes our agenda as being a partner.
Five Permission Based Technology Systems
Free 6 Page Report on Automatic Technology for Customer Building
