Breaking through the noise, grabbing your target audience’s attention, and keeping them engaged requires an understanding of how buying decisions are made. There is so much digital content, much of it disingenuous, so you’ll not be surprised when I write that trust in what vendors say has dropped to an all-time low.
ConectUS Wireless has been working with veteran NASCAR driver David Starr and several channel partners to develop and implement branding and marketing strategies that have brought in more quality leads. Leads that have led to increased sales. So, how can you do the same?
The first thing to do is to stop trying to SELL to people. Businesses don’t buy from you until they trust you and they won’t trust you until you give them something first. Think “reciprocity.” We’ve been developing and posting content that is interesting and relevant to our targets’ businesses, but without being salesy. Using ConectUS Wireless for example, through research, we discovered that our target audience, our ideal business customer, is interested in sports and in technology. So, for us, NASCAR and stockcar racing was the ideal topic for engaging content, content that our audience would enjoy reading about and viewing.
The second thing was linkage: sticking to simple business-related messaging that could be included in our content to increase customer recall. For example, at regional events, we refer to our base, booth or meeting room as our wheelhouse. And we tie this memorable label to our core competency. Hence, “Mobility is our Wheelhouse.”
More than that, we tie back much of our messaging to the NASCAR theme with, “Start your engines with Business Internet.” Trust me, this tagline resonates with our target audience because they are familiar with us live webcasting from the field using Business Internet (Note: it’s business broadband from the cell tower). In fact, we won a national award for using this solution in a real-world situation.
Our theme-related content strategy has been very effective and continues to bring in new business customers every week. And the costs are manageable. We revved up our revenues by partnering with a NASCAR driver, David Starr. You could do something similar with content that will engage your target audience. Winning the hearts, minds, and trust of your prospective customers leads to more sales, long-lasting relationships, and repeat business.
