subject: Marketing Connections: How Many Times Before They Buy? [print this page] Marketing Connections: How Many Times Before They Buy?
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Last week I attended the Raleigh Chamber's Networking With Power Workshop featuring Valerie Fields as the guest speaker.
Valerie appeared in her signature style: short hair, 3" heels, and clothes that differentiate her. Understanding the importance of standing out and being unique, Valerie's visual impact became a unique selling point. This drive for uniqueness also played out in her presentation style: Her points were made and reinforced with memorable stories.
Within this fast-paced 45-minute presentation, Valerie offered a substantial amount of valuable information. However, one comment resonated soundly with me. And, quite frankly it still dominates my thinking. The seasoned public relations expert told us that a person needs 27 encounters to make a decision.
Yes, 27 encounters.
I'm not sure the source or data set for her assertion, so I'm not going to devote any time defending the stat. I do want to focus on the need for sustained, timely touches using varying delivery vehicles.
No one wants to be called 27 times by a salesperson. No one wants to be emailed 27 days in a row. But I think we'd all agree that most business decisions take more than just an initial meeting.
So what can you do? Here are a few tips to help your potential client make the decision to do business with you:
Email
Follow up immediately with an email. Offer links to valuable articles. Provide easy access for connecting on social sites. Don't forget to clearly state your company's USP and list your services/products.
Newsletter
Add to your monthly email newsletter. Of course your newsletter should contain relevant, timely information. And if it does, invite contact to opt in.
LinkedIn
Add as a connection. See if the company has a company profile. If so, follow the company. Comment on any relevant posts.
Blog
Email a link to your most recent (or most relevant) blog post. Encourage subscription. If comments are offered, make sure you respond. Also, check to see if your contact has a blog. Comment on a post of interest. Make sure your comment adds value and demonstrates a level of knowledge.
Facebook
Depending on the level of engagement you may want to friend the person. Seek out a company Page and "Like" it. Comment on relevant posts.
Twitter
Follow the person and company. Make sure you RT or Mention the person in posts.
Other Social Networks
Google the person to find other networks for connecting: Flickr, Yelp, Foursquare, Digg, Delicious, StumbleUpon, etc.
Face to Face Meetings
Search for a profile on meetup.com and attend meetings where contact will be.
AdWords
Make sure your AdWords are running effectively. If contact's looking for our product/goods/services then chances are he's searching online. Can you be found? Can you be found organically? Have you optimized your site for search engines?
Google Places
Make sure your company has Google Places set up correctly. Chances are your contact will Google your company. Make sure that you display.
The goal is sustained, unobtrusive touches over a window of time. Don't expect magic to happen overnight. It may, but most likely it won't. Give the relationship some time. But don't just sit back. Be aggressive. Keep in mind that each impression marks off another step on your voyage to 27 encounters.
What would you add? Any other encounters you use to help move a person toward a decision?
