Executions & Applications
Put Yourself Out There
Once you’re clear on who you’re trying to reach and what you have to say, it’s time to reach out.
What most folks call marketing–also called Go-to-Market (GTM)–is ideally about creating a framework for generously providing value and help to your ideal customers, from the moment they recognize a problem or encounter your brand through a successful customer experience and beyond.
And sure, you want to put yourself in position to take advantage of already-existing demand for what you’re offering, by being visible, available, and attractive through methods like SEO, SEM, retargeting, and nurture workflows, and engage them successfully with effective landing pages, chatbots, social management, etc.
But you also want to create demand and build brand connection. Since 99% of your potential customers aren’t gonna buy right now, make sure you’re investing in sharing your unique perspective and voice, generously providing tremendous value, and emotionally connecting with your audience. Then when they do recognize a problem or opportunity, you’re the natural first choice–and maybe their only choice.
What that all looks like in terms of tactics and tools depends on your strategy, your strengths, the experience you’re looking to create, and your customer. But it certainly could include some blend of:
- Social Media
- Email Marketing
- Sales Enablement
- Broadcast & OTT Media
- Event Marketing
- Recruitment Marketing
- Customer Success