Just Seven Clicks Away

Even though New Media Marketing utilizes new technology, the rationale behind it is based on established and proven buying psychology that has been used for decades. Fifty years ago when there were neighborhood banks, drug stores, hardware stores, gas stations, etc. people would walk into one of these establishments and readily buy something from that store.

FACT: We still do business with people we know, like and trust.
Our marketing programs should be geared to build a community of people who are loyal to our company and products/services.

FACT: We need to create a community of buyers who constantly want what you have to offer in a timely fashion.
NMM techniques are designed to build your Community of Buyers.
Review your customer/client list and see who are really in your community of buyers - people who are loyal to you and will buy only from you in a timely manner.

FACT: Even past client relationships must be maintained or they will drift from your community of buyers.

So what is this Seven click away "stuff"?

FACT: In today's market it takes on an average of seven communications, with a prospect to get them into your community of buyers.

Phone calls, visits/meetings, or mailings are both time-consuming and costly. Remember our society is time-starved and there is a limit to how many people we can see or call; but with today's technology we cannot only communicate but more importantly dialogue with a larger audience through our web site, email, blogs, ezine, podcasts, social media, etc.

FACT: There are over 23 million people in the United States who actively communicate on-line and that number is growing.

FACT: Every time someone clicks to visit your web site, clicks to read your blog, clicks to open an email, clicks to download a podcast, etc. adds to one of those seven communications required to get them into your Community of Buyers.

FACT: The more they visit, read, open, respond, or communicate back:

• Increases probability they will open your next communications
• Increases probability that they will select you
• Decreases time to make a decision
• Decreases number of required contacts to closure
• Increases number of viewers who will pass-along your information to a friend
• Decreases the probability of opt-ing out (will address in detail in a subsequent blog)

Think of NMM as a series of concentric circles (at least 7) with the middle being your business/organization. The 1st circle consists of your Buying Community. As the circles go out from the center, there are more prospec ts but farther away from buying from you and in a timely fashion. As you communicate out to farther circles with your web, blog, e-zine, email, podcasts, etc., the faster they move toward the center with each movement being faster than the previous.

Scenario:

1. A viewer hears about your blog and decides to click and read it - Click #1 - (we will present ways to announce your blogs in future blogs of this series)
2. In your blog you refer to more information and line to your web site - Click #2
3. The viewer then decides to comment on your blog - Click #3
4. You respond and they click to read your response - Click #4
5. You also tell the viewer that you may include more information in your upcoming e-zine. They look for the e-zine (electronic magazine) and they click to open - Click #5
6. At this poing you have started not only communicating with the viewer but also are dialoging. At the Studios, because of the nature of our servidces, at this point we usually get a phone call requesting an appointment/proposal - Communications #6
7. This leads to a final discussion and win - Communcations #7

FACT: NMM is a highly message-effective and cost-effective way of carving out a community of buyers from a large pool of potential customers/clients on-line and with ease.

YOUR NEXT NEW CLIENT IS JUST 7 CLICKS AWAY

Monday's Blog: Targeting your Audience - The First Step for Any Marketing Campaign