Tuesday, July 12, 2005

Thought-Leadership to Get
in on Early Buying Cycles

One of the techniques for achieving contextual relevance is to offer up free advice to your customers about problems they are experiencing. You can do this, of course, it a blog format as I am doing here. Other media for thought-leadership include white papers, speaking forums, articles in trade magazines and ezines, and commenting on other relevant blogs.

What this strategy does is to get you involved with prospective customers in their earliest buying cycle stages ... exactly where you want to be ... before your competition gets wind of the sales opportunity.

Keys to sharing your wisdom ... first and foremost, the content you develop must, must, must be relevant to your target audience. It should be current information; not a rehash of old stuff. It should have a direct linkage to your business value proposition so that it is an easy and natural step for the prospect to move from finding value in your thoughts to finding value in your products or services.

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