The typical model of marketing is the funnel. The funnel says that you advertise to the masses and slowly work a customer down to a purchase and possible referral. This suggests that marketing is a downhill slope and you just have to ride it out.
We see things differently at Farmore.
When a consumer is exposed to a product or service they don't just pick up the phone and call to purchase. Customers now have the ability to do extensive research. Through this research they will find other products and services comparable to the one they were first exposed to. This means that marketing is no downhill slope, it is an uphill battle.
Your marketing has to engage the consumer along the entire buying journey. Its like fighting a fish, you have to keep the line tight or that fish will jump right off and head to someone else's bait. Expect people to do their homework. That means you need to make sure that your company has good reviews, testimonials, blog posts, social media engagement, and a good reputation. Give them the information that they need to make their decision. Stay with them after the first point of contact. Data shows that 80% of all sales are made between the 5th and 12th contact. This figure relates to a salesman contacting a client, but the same principle can be applied to your marketing.
Assuming that you have successfully reeled them in for the sale, getting a referral is key to any successful business. The fact stands that it is 5 times more expensive to acquire a new customer than to retain a previous one. It is hard work to get new customers in the door. To keep the ones you already have you must stay engaged with them after the sale. This can be done with social media, email, events, direct mail, coupons, or through a blog. The key is to build and maintain a relationship with your customers through any means necessary.
About the Author
I'm Luke Fortin, CEO of Farmore Marketing. Originally from Turner, Maine, I achieved my Bachelors Degree in Business Administration from Clearwater Christian College in 2013. I love the combination of business and art that marketing provides--I believe it's what makes a business unique and successful.
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