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Secrets to Success
Deborah Cole Micek
and John-Paul Micek
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Bridging the gaps with new media
Relationships are the key in business. Online marketing with new media is no different. It's all about people, participation, and persuasion. Forget just one of them, and you'll be forgotten about as quickly as your prospect moves to the next e-mail.
All things being equal, people will always prefer to buy from people they know, love, and trust -- like their family and friends. We give our business to those we love, and to those who make us feel good about ourselves.
Persuasion and influence are required to build three different bridges to reach the masses of online buyers.
The first bridge is the gap between visitor and friend.
The second bridge is the gap between friend and family (aka customer)
The third bridge is the gap between customer and raving fan
Regarding first bridge, a visitor is someone who finds your blog/podcast online through a search, an article, or by chance.
Keep in mind that all visitors are not created equal. For example, if a visitor came through a mass-marketing channel, she may already be on her guard to your marketing message. However, if she came through an article, a referral or through an online social network, where she already felt she knew you and where you were coming from, she'll be more receptive to your message. She is there because she wants to learn more.
The No. 1 goal when you bridge this gap is to persuade her to become a subscriber to your list, channel or show, so you can begin to build the relationship of trust and rapport with her -- week after week. This is how your visitor becomes your friend.
The second bridge that you must now build closes the gap between friend and family (aka customer).
Family is what she becomes the moment she buys from you. Now it's your job to keep her as family. Family implies loyalty no matter what. Ever hear the expression, "You can choose your friends but you can't choose your family"? You can screw up here and there, but your family is in it for the long haul.
When your friends become your family (aka, your customers), it means they can't live without you, your product or your service. They buy from you again and again.
The most important bridge -- for long-lasting business success -- closes the gap between customer and raving fan. When she grows to depend on you for whatever her needs, wants and desires, and tells all of her friends and family about you, your product, and your service, you've got yourself a loyal customer for life. She becomes your No. 1 raving fan!
In all cases, when building these bridges, connection and conversion is required. Nothing does a better job at this in persuading people online than new media.
John-Paul Micek is the lead business coach at RPM Success Group Inc. Reach him at
JPM@RPMsuccess.com or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer of RPM Success Group, is a business success coach and life strategist. Reach her at
DCM@RPMsuccess.com or toll-free at (888) 334-8151.