As a veteran copywriter and creative director, someone who’s made a living for over two decades putting together direct mail, email and direct response advertising campaigns that pitch practically every product and service imaginable, I may not fit the mold of the typical blogger.
Much like your messaging, your offer strategy and its alignment to the buying cycle can make or break a lead nurture program. Again, keep in mind that these offers need to be delivered within standalone touch points as well as carefully mapped to each stage of the buying cycle.
Now that you’ve identified buying cycle behaviors and actions, identify the pain points your audience members are feeling at each stage.
Whether it’s delivering an outstanding presentation at an important trade show, winning over a client with an awesome display of creative firepower or simply going above and beyond on everything that’s asked of you, there are many obvious ways to score points with your boss.
In preparation for the Social Media Marketing 101 seminar I’m leading for the New England Direct Marketing Association on March 3, I’ve been giving considerable thought to not just the mechanics of social media, but also to the guiding principles that apply to using this new form of online communications effectively.