Effective marketing should act like a magnet, which means prospects should be drawn to contact you, rather than you having to pursue prospects. Does your phone ring? Do you get a steady source of email inquiries? Or, do find yourself having to ring other people to try and create new business?
Magnetic marketing means creating a “body of work” that consistently puts you in front of your target audience. Research shows that most people need to hear about you 4 – 7 times before they decide to purchase your products or services. Therefore, your goal should be to build a “body of work” that generates momentum over time and draws people to you of their own free will.
Think of the process like building a large magnet that consistently attracts people. Your objective is show up where your target audience congregates numerous times and in numerous formats. You want people to think, “Everywhere I turn, I seem to bump into your material, your advice, your stories, or your resources.”
Does magnetic marketing require more work? Yes and no. Yes, it can take more time to produce a steady stream of material that can be seen in multiple places. But, when you follow this approach, you’ll also receive more new business with less effort. Magnetic marketing positions you to reap larger results over a longer period of time.
Building a body of work consists of various ways to let people know that you can help, inspire, or entertain them. Below are 15 ideas that have successfully worked for me and my clients:
1. Publish a new book
2. Send newsletters (email and print)
3. Post articles on blogs (your blog and guest post on others)
4. Speak in public
5. Get articles published in magazines (print and online)
6. Conduct media interviews (radio, television, online)
7. Get quoted by reporters in news articles
8. Network at events, conferences, and trade associations
9. Post interesting information on social media pages
10. Conduct a webinar or teleconference (paid and free)
11. Create and give away free resources
12. Do pro-bono work for non-profit organizations
13. Advertise where your target audience congregates
14. Teach a class or lead a course at a local school, college, or learning center
15. Self-publish spin-off products
When you do several of these marketing activities on a consistent basis, your efforts will generate a magnetic quality. It’s always better when someone calls you, rather than you “beating the bushes” for new business. Create your own marketing magnet to develop a steady stream of sales.
Magnet image courtesy of dream designs at FreeDigitalPhotos.net