Losing Your Audience

The battle for clicks to your website typically comes from the hype of social media and traditional marketing these days.  This gets a lot of press from the novelty and immediate gratification of having visitors.  In the old economy, the numbers game worked somewhat because salespeople were afforded attention to educate the buyer and nurture them towards a decision to buy.

In the new economy, most well-meaning marketing falls short of producing a revenue result.  Instead, the buyer falls off after the click to a site because of inattention.  The mere volume of information we all have to engage with daily presents obstacles to a buyer’s focus on your value proposition.  This dilemma was not so prevalent previously.

Thus, you are losing your audience with only a superficial marketing approach.  A much more integrated approach is required to:

  • Educate
  • Nurture
  • Build Trust
  • Prioritize Sales Engagement
  • Measure Interest

Our guards go up when we feel sold.  However, trust goes up when we are able to feel freedom as a buyer seeking information.  Your audience wants to buy.  They want to understand your value proposition on their timing in a personal and relevant way.  Selling prematurely will build tension and affect sales.   A process to help the buyer walk through their natural steps for comfort is essential to avoid losing your audience.  The process must be automated and well thought through.  Only then can you win consistently in a world of inattention.

Published by Don Dalrymple

I partner with founders and entrepreneurs in startup businesses. I write and consult on strategy, systems, team building and growing revenue.

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