Inbound Marketing is like dating.
And I know that scares the heck out of some of you. But you need to get over it.
Customers today are empowered. And smarter. And much wiser with their money. And all of this is a good thing. A very good thing.
But to be successful with Inbound Marketing, you have to realize that business is personal. Take that old saying “It’s not personal. It’s business.” and throw it out with the ad agencies of the Sixties and Seventies.
Today, a customer wants to know more.
If you are anywhere near my age, and you remember your dating years, you know that dating is taken slow. You want to get to know the other person. You want to get to know their friends and family. You don’t make a commitment until you are pretty comfortable with that person sitting across from you, or beside you in that 1967 Dodge Dart. (Oops, sorry, getting too personal.)
You don’t ask someone to marry you on that first date, do you? If you do, your companion will probably freak out and that will probably be the last time you see them.
Marketing today is very similar. Telling a prospective customer, on line, to “Buy Here NOW!” is a lot like confessing your undying love on that first date. They can smell a rat.
So you have to cool it. Chill, man! Let them get to know you. Offer some free advice that will help them with a certain problem. Give them a free eBook that might improve their lives or at least give them some other choices. For example, a free eBook of decorating ideas might be just the thing for a Real Estate professional to provide to visitors to their website. Give them a reason to want to know you better. Build a genuine level of trust. And then handle that relationship just the same way that you would want to be treated.
Just remember the dating advice that Mom told you about those many years ago, and you will be fine.