Your content with high value over time is a game of persistence.
That first connection you make with those that might do business with you may not be up close. People check you out from afar. Something attracts them to you and pulls them closer if the value is high enough.
The temptation to approach someone too soon is high when we are thinking about selling. Selling can blind us to how people like to be approached and treated.
Much of how buying is done today via inbound marketing is a cause and effect. If you provide enough value to the universe, reciprocity occurs. It is not necessarily a one-to-one relationship. Often, it is unexpected. Someone may have been watching you for a long time, perhaps years, before they take a next step of engaging you for something you value.
There’s an invisible sales pipeline that exists for those that are committed to an inbound marketing strategy. It’s not about controlling how many calls you make or meetings you book. It revolves around persistence – how much and how often you provide value to your audience.
Growing an audience over time is a lot of hard work. It doesn’t happen by accident. It means someone is picking you and giving you attention. They value what you are providing the world in the form of content that helps them in their lives and businesses. Few will commit to this strategy because they don’t have that feeling of control over cause and effect that outbound selling might provide.
However, with the ability for digital body language and daily inbound marketing metrics available, the systems and control are different. Value and its effect can be measured by how people are interacting with your brand online. It’s digital.
The hard part is getting initial interest amidst the sea of options out there. Think hard about the value you are providing and keep elevating. This means staying in touch with what your audience needs or cares about. It also means showing up and providing consistent and ongoing value. We need to know you are there if we need you and when we are ready.
So how persistent are you in providing value?