Could you stand on a balcony at a gathering and pick the one person or the next 5 you would want to have a conversation with?
Would they want to have one with you?
Conversion is a result of relevance. Relevance opens the doors to experiences that matter, surprise, and bring value to our prospects and customers. Starting that conversation, even on a website is determined by how relevant you are to that person. Relevance is the key to that door. Without it, you can’t experience the value that you have to offer. With it, your customer will enter. The power of relevance is not how connected you are to what they already know. The power is in the experiences that you offer… and how wonderful it feels to click and get what you do not know.
I think customer research comes first. Without it, it is like starting a trip without a destination or a destination as broad as an entire state. I like to start with an address in mind when I travel; then I determine the best ways to get to that city that state. If you don’t start with specifics, it is amazing how easy it is to get stuck in a Cul de Sac. And often the next turn puts you in another one of those circles. You just drive around without getting anywhere.
Many people will center on laying a marketing foundation in place. I believe in that but getting prospects/customers involved to develop that foundation is imperative. I believe prospecting should not be done as a last resource. It should be one of the first resources we utilize and work from there. So, gathering people to interview would certainly within my wheelhouse. I do forewarn that depending on how we structure the engagement, the incentive and the level of perspective we are seeking will certainly influence our ability to reach prospects.
This is why I use a Funnel of Opportunity (watch the video: https://www.youtube.com/watch?v=bmo3VhsL8NM). We start with a group of core customers (prospects) and our promise to them. When we start our marketing this way; things begin to change. We create better relationships and a higher level of learning opportunities. Thus, we can communicate more effectively across more channels, develop more business development opportunities and connect with influencers.