Feel like your marketing efforts aren’t working?
Not seeing enough action from the right people, or not getting enough of them to your site?
Find out how to use the three R’s in Marketing
Often marketers are busy trying to fill an editorial calendar, and not watching the quality of the content or the connection with the audience as much. In good conversation, the attention is on the other person; and your marketing content, too, must be customer-centric and relational. It’s not about posting frequently or reaching the most people, but the best people interested in you at the time.
Engaging your audience is more about the timing of the relevance, tone, and context of the online conversation, than the format of the message by post or video or image, or the network or social platform you are using. All the different medium provide opportunity and value, but the nature and development of your relationships lead you on how best to use them.
It is about developing relationships with others that have a problem that you can solve.
Once you have a closer relationship you increase the opportunities for:
- Closing sales and getting leads
- Longer-term and more valuable customers
- More referrals
- More feedback
- Expression of customer service issues
- Increased loyalty
You need to create the same pattern in the digital world as in real life. When you meet someone, the first discussions normally flow something like this:
Nice to Meet You!
- first sign of paying attention to you
- friend, mutual business, or industry event referral, and getting an invitation to talk
- courteous hellos from workers at a store at the checkout line
Typically when you shake someone’s hand, you have already some commonality already established and have been invited to be together or have some connection:
- referred by friends
- networking event
- listening to the same speaker at a conference
Would You Give Me Your Number?
- an invitation to start them on a journey with you
- already starting with some goodwill and name recognition
- begin growing trust and relationship
Use your content strategy for messages and timing to create this flow. Dig into your relationships online and see how prospects and customers are hearing your messages and how fitting your posts are to the points of ongoing conversation. You achieve the flow of conversation in your direction by creating a content strategy that fits your messages to the three R’s – Rapport, Relationship, and Relevance.
Starting with elements that are common, we engage at the point we are greeting not where we want to start our story. Everyone has so much to say, it’s better to start with listening. After that, you can tell your story.
Understanding how to market your brand will depend a lot on who you are having a conversation with. Real time conversations about a common interest will vary depending upon the person you are speaking with. This also applies to having an online exchange of information. Since we probably don’t know the people that we are conversing with, it is extremely important to ask questions that ensures the impression that we care about them and not just the brand we represent.
In order to get someone to listen to your story you have to have some rapport and earn the right to have them listen. First, you need to know your audience very well. Don’t expect too much of their time early on. Don’t assume they think like you, you must ask them. Be personal, and use words and phrases they use to describe their issues and situations. Only through rapport-building can they like, respect and trust you.
Traditional methods of outbound marketing can’t work well in a connected-everywhere, conversational world. Execution of standalone marketing activities will fail to integrate together to foster a meaningful dialog with your intended audiences. It is important to engage through storytelling and within the bounds of the relationship you have established with your audience.
Stories illustrate your points and become something memorable and more compelling than facts or statements. Compelling here is key. Compelling is what takes a reader from interest to action. Using emotional stories makes facts relatable and believable, and people care more about you.
Stories foster deeper relationships through relatability, consistency of message, and follow through. They make your marketing messages personal, and memorable. They evoke emotions that create action. If the relationship is personal, then you each can take the next step.
Relationship marketing begins with a clear understanding of the business objectives and the identification of the appropriate methods to bring the desired results of converting visitors to buyers, and buyers to repeat buyers. But it is imperative to be in the right relationships, sending connecting and relevant messaging. This stems from the rapport and relationship established with your audience over time.
It is important to drip your details into the existing conversations, not to dump your marketing messages out of place or not in the context of the flow of the group. You must be perceived as the solution to their problem. It is up to you through multiple messaging to show them the way, show them how to buy from you, and make the buying decision simple.
It is also up to you to deliver help in clear and easy ways. Meet them where the relationship is. You don’t want to post your website address if they want to message immediately, and you don’t want to give them an email if you are on video.
Just like dating and other new relationships, this can’t be a rigid plan of posts and haphazard comments but a give-take, soft approach growing over time. You will know when it starts to come together as you see the conversations flow naturally. Just practice spelling your marketing with the three R’s!