Try Googling anyone in your field. Look at the results and see how similar everyone appears. This is your buyer’s experience. They have access to choice from a simple search and start the buying process far before you ever have the opportunity to meet with them.
Some companies understand that buying starts with search. They spend much on clicks in hopes for revenue. The strategy only addresses the top of the funnel – getting attention to your value proposition. Once the lead clicks, their inattention is a powerful force which can draw them away from your value proposition quickly. This is the common broken process for companies that understand a small bit.
However, the real challenge is not in clicks. It is in conversions. How do you build trust and credibility with a stranger? You must provide timely, relevant and personal content within the buying process. There must be a system to nurture and lead the buyer. This system walks with the buyer in a one-to-one engagement with various decision trees to help them say, “Yes.” It takes the stranger and makes them a friend. This is known as the middle of the funnel. It is essential to avoid wasted dollars and time on incomplete marketing strategies.
How do you track with your buyers?