Great Online Marketing Means Turning Your Client and Potential Client into a Familiar Friend

February 5, 2014 9:41 am Published by

business-friendsIt is well-known in the sales world that if you want to sell something to someone, you have to make him like you and literally sell yourself. The best sales people are the ones that possess high emotional intelligence and can make friends quite easily. For some reason, the relationship between sales and marketing is usually one of a service provider – marketing provide sales with leads. However, if you look closer, you’ll find a lot more overlapping points between these two fields.

Getting to Know Your Client

The first thing you do, as a sales person is research your client, AKA “lead qualification”. You go over their social pages, Google them, search them on Linkedin, and go over their website and so on. The golden rule is you never go to a meeting with a client before you know enough about his or her needs, goals and preferences. If you’ve done your homework well, you have a higher chance of completed a successful sale.

In a no-touch sale the needs of your clients remains exactly the same. Just as a sale person, online marketers need to know the potential clients from head to toe. They need to know what they want, what makes them interested in the product, what will make them engaged and what will finally what will make them convert or purchase.

The issue is you don’t have direct access to each of these potential clients and you can’t meet with each of them separately in order to convince them that your product is what they need. Instead, you look at statistics and trends, trying to find patterns on which you can build your premises on, and check hypotheses with A-B testing. However, it doesn’t have to be that way. There are ways to make this contact a little bit more personal and similar to the way a sales person interacts with a customer.

Identifying Hangout Places and Join Them

Almost every online client you have is engaged in different online activities. Most of these activities are social engagement on social networks. It could be niche forums, groups on Facebook, people they are following on Twitter or Instagram, or portals they frequently visit. The point is not only to find these channels and advertise on them (though that’s also not a bad idea), but to also study these online hangout places from a user’s point of view, seeing them through the eyes of your potential consumers. Once you start to understand the dynamic of such a place, you can:

  1. Participate in it in a natural way – whether it’s a post, a forum thread, a picture or a tweet.
  2. Get amazing insights about your clients which you couldn’t have obtained by simply looking at web analytics statistics, graphs and charts.

In today’s virtual reality, where there are online celebrities, online pubs and new online relationships are being formed nearly every second, online marketeers need to start forming their own personal relationships with their potential clients.

Natalie Halimi

Natalie Halimi is the Head of Online Marketing at SimilarWeb.com. Her fields of expertise include: SEO, SMO, media buying, mobile marketing, content marketing and affiliate management.
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