Consider the potential clients who never enter the marketing funnel.

You may recall the licorice-flavored candy Good & Plenty. Let’s put that phrase in a marketing context and give it a spin. Now it becomes Good and Ready.

Marketers refer to the marketing funnel, using the acronym AIDA.
Attention
Interest
Desire
Action

Once a company has caught a potential client’s attention, it provides information to the prospect in order to develop an interest in their services or products. This sparks a desire for same and leads to an action, namely purchase or hire.

Here is the problem with the marketing funnel.

It often focuses primarily on those who are already acquainted with the company and then become passive recipients of a periodic flow of information.

Let’s consider the prospective client in an active stance.

They recognize they have a problem or a poor situation and they seek a solution.

They ask among their contacts for assistance or a referral.

They look online for a similar case to learn of their options.

They do not enter the company-driven funnel.

This is where The Confirmation Processr brings a contrary approach to traditional marketing.

As a reminder, potential clients seek to confirm:

1. You are the person they heard about, through a referral, article, webinar or podcast, when they already know your name (they may not know it).
2. You have the skills, knowledge and experience to help them in their current situation.
3. You have the trust of your clients and the respect of your peers.

This is why it is essential to create content and distribute it online. The potential client who requires a resource will find you in their Internet search and confirm you are the professional who can assist them.

In fact, “B2B buyers follow a consistent pattern when making purchase decisions. They spend 70% of their buying journey doing their own research before talking to vendors,” according to a report by marketing agency 6sense.

I’ve worked with clients who contacted me after viewing a recorded webinar or reading an article that was created more than a year before.

In other words, when they were Good and Ready..

This Month’s Tip

How will you be found by the potential buyers looking for someone like you? Be actively present on the Internet. Publish your insights and speak about them where your potential clients seek information. Possible outlets include:

• Industry magazines and newsletters
• LinkedIn posts
• Conferences
• Webinars
• Podcasts

Additionally, develop materials that reside on your website, where they will be found by online search and AI tools:

• Newsletters
• Checklists
• Videos

Contact

It’s time for you to promote your perspective on best practices and trends in your sector. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Let’s sweeten your online presence so you will be found when potential clients are Good and Ready.

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