Now, more than ever, it’s important to connect with others, not just as a business, but on a human level when marketing your business. Jessika Phillips, President and founder of Now Marketing Group, and the host of Social Media Week Lima, was the opening speaker at this year’s stellar event.
Now Marketing is all about relationship marketing, and the title of her presentation was “Welcome to the Hxperience.”
One of the first things Jessika said was … your marketing should be an experience. She pointed out that research shows 60% of the sales cycle is over before a customer ever speaks to a representative of the business. If that’s true, then we’ve got to make sure our marketing IS an experience, and not simply something we blast out to our followers and contacts. It needs to be an experience that draws people in, and makes them want to know more.
Over the years, I’ve talked a lot about how we are all on a quest for that coveted know, like and trust factor. But Jessika took it a step farther, and talked about know, like, trust and REFER, which is really what we want. We not only want people to know, like, and trust us so they will buy from us; we want it to result in their referring others to us as well. To accomplish this, everyone in the company should be involved. She used the acronym CARE to further explain how companies can do this.
C – Capture the attention of your ideal client
A – Articulate our message and focus on our experience
R – Relationship marketing 4-E rule … educate, engage, expert, entertain (for repeat referral business)
E – Exceptional customer service
A great way to make sure your team is able to represent your company in a way that practices CARE, is to ask them what you do and have them articulate it back to you. Do they really know? To be honest, it’s something I’ve never considered, but should be doing.
Jessika shared her 10:4:1 rule for creating content that will not only promote our content, but in a way that shows our Audience who and what we are – both professionally, and personally. After all, relationships are built when we allow our audience to get to know us as individuals and not just companies and brands. It is …Do you use the 10:4:1 rule for creating content?Click To Tweet
Out of every 15 posts:
- 10 posts will be shared for enjoyment purposes. Content that resonates with your audience, engages, entertains or educates your audience
- 4 posts will contain content from your blog or website
- 1 post will be your soft call to action for a soft sell.
When creating content, your goal should be to connect with others to share information. You can interview others and have them share. You can also ask a group of people “What is the _______” questions and then do a blog post based on the different answers.
So much great information … so little brain space to hold it all!
How human is your brand? What are you doing to make your marketing an experience? I really am interested, and would love it if you’d let me know in the comment section.
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