Some lessons we learn the hard way. Education starts by raising your hand. You may start learning at an early age, but not until you participate does your education truly begin.
We’ve all been there. You’re sitting in class, the teacher asks questions and a few people raise their hands. These students may know the answers or they may not, but they are willing to jump into the fray. The rest of us sit quietly hoping the teacher doesn’t bypass the others. “No eye contact,” I’d say to myself. “Look away.”
In our business, raising your hand is a big deal. Our goal is to get our clients’ prospects to raise their hands hungry for more knowledge and a better education. Not everyone hungers for more and that’s okay. Like any good teacher, we help our clients find a way to engage those students.
Your organization needs to find new ways to engage prospects and sometimes drag them kicking and screaming into a conversation with you. Prospects look away. They don’t make eye contact. They evaluate. They analyze.
We’ve always believed that to truly engage your target audience the marketing solution must be as personal and relevant as possible. Nothing’s changed. If you can make eye contact and catch a prospect before they look away, you find more willing buyers than you imagined.
The Internet is the second best place to make eye contact. Face-to-face is first.
You’re sitting in front of a computer what, 8, 9, 12 hours a day? That’s lots of eyeball time. Once you make eye contact with your prospect, once you get them to the web, you need to keep them from looking away.
Like millions of marketers you don’t have the brand and money of a Coke, AT&T, or McDonald’s. The nice thing about digital space is that you don’t have to be a Rockefeller to build a whiz-bang web asset.
Your budget is a little thin. On top of that your product is not soda or a phone, but a gas chromatography flow meter. It doesn’t get more exciting than that.
There are people out there passionate about chemical chromatography. If you sell flow meters, we need to help you find those people, make eye contact, and keep them focused on your solution. It’s not as hard as it might sound.
We build microsites everyday that encourage people to raise their hands. We track our microsites so we can connect with all the people that didn’t raise their hands.
Finding a group of willing buyers is always a challenge, but blending traditional media with web media garners 10x better than old-school marketing.
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