Faster, Smarter, Louder by Aaron Agius

Author:Aaron Agius
Language: eng
Format: epub
Publisher: BookBaby
Published: 2019-06-17T17:54:54+00:00

One-to-One Marketing in the Real World

Meet Bill. The other day, one of Bill’s friends shared a blog post on Facebook. This headline caught Bill’s interest, so he clicked through to read it, and in the process, he ended up on your brand’s blog post. Because you write strong, compelling content, Bill found a lot of value in the article and rewarded you by opting in to your email list so he could get future posts delivered directly to his inbox.

Between that and the Facebook and Google pixels he picked up while on your site, over the next couple of weeks, Bill is starting to see your content just about everywhere he goes. Occasionally, he clicks on other interesting blog posts, sometimes even sharing them on his own social networks, thereby deepening his relationship with your brand and drawing others who see your content on his social feeds into the cycle.

When Bill read that first blog post and opted in to your mailing list, he wasn’t in the buying phase. He didn’t need your particular product or service yet, but nevertheless, he showed interest in your content. A few months and several touch points later, Bill ends up finding himself in need of your offerings, and because you’ve repeatedly provided him content of value, your brand is the first one that comes to mind.

This is the non-nefarious version of what Nicky did in Focus. By creating prosocial value over a series of touch points, you built credibility and engagement with Bill, seeding the idea of your brand in his mind until the day came when he was ready to buy. While it takes time to nurture prospects like Bill, you can run this funnel on a “one-to-many” scale, filling the top of your funnel with hundreds, even thousands, of people just like Bill at the same time, driving each toward a specific desired outcome—ideally conversion (chapter 5).

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