Marketing is about thinking through who your ideal client is and then working your way through the 7 components of the marketing hourglass.
To move potential customers through the hourglass, you need to look at those components separately and develop content that will logically move a person along the continuum.
You can't just produce any old content, though, or put it just anywhere. It has to be quality content, and it has to be thoughtfully placed or it won't reach potential customers at the right spot in the buyer's journey.
Here are the 7 components of the hourglass and the types of content/places for content recommended for each one.
- Know: social media, paid marketing, PR, referrals
- Like: website/blog, reception/staff interaction, newsletter
- Trust: search, expert content, references, testimonials
- Try: webinar, evaluation, small offers
- Buy: service team, new customer kit, finance/delivery
- Repeat: post-project survey, cross-selling, quarterly events
- Refer: results reviews, partner intros, peer2peer events
At the end of the day, the idea is to get your current clients to stay with you as well as be an advocate for your business. You can start by guiding them through the marketing hourglass.