marketing garden

The potential customers. Who are they? Where are they? How to find them? Which is the right path to take, which will lead us in the right direction? Simple questions but sometimes so hard to answer.

Latest Web 2.0 ideas have influenced marketing: go online – twitter, blog, socialize – and your customers will come to you. But as Lewis Green mentioned in his blog post – if it will be our only way of looking for the new customers, it will lead us to the failure. Why?

Because many of decision makers are not exposed to social media, they do not know about twitter, they do not have time to read blogs, and they do not use social networks. All those tools are good, but they have to be part of integrated marketing strategy and communication. You can not wake up one day and throw all the “old” communication tools – email and traditional media – away. Web gives you one more option. It is complimentary.

Think of your potential customers: who are they, how do they look, what do they do, what are their needs, exactly how you can help them, where you can find them. Go out, meet people (personal contact is very important and it works). Send follow-up emails. Create informative newsletter that answers your clients questions and gives solutions to their problems but is not selling. Send them links to your blog posts. Only all those means together will give you the expected result.