IN THIS CHAPTER
Getting clear on your ideal customer
Understanding the value you bring to the marketplace
Learning to take a prospect from awareness to raving fan
Think about the last important purchase you made. Perhaps you bought a car, hired a babysitter, or switched coffee suppliers at your office. Chances are, you consulted the Internet to read reviews, get recommendations from friends and family on social sites like Facebook, and boned up on the features, options, and price of the product or service before you made your choice. Today, purchases and purchasing decisions are increasingly made online. Therefore, regardless of what you sell, an online presence is necessary to capitalize on this trend.
This new digital landscape is impacting organizations in more than just the lead and sales generation departments, though. Savvy companies use the Internet to drive awareness and interest in what they offer, but also to convert casual buyers into brand advocates who buy more and encourage members of their network to do the same.
In many ways, nothing in marketing has changed. Marketing is still about developing a mutually beneficial relationship ...