Are These the Gaps in your Marketing Plan?
If you're a marketing director or manager for your company, you've likely heard of the Purchase Decision Cycle (I like to call it Your Hero's Buying Journey when I overlay it with the concepts from Donald Miller's StoryBrand book). These are the steps that our prospects consciously and unconsciously go through from:
- awareness of your company and what you offer,
- considering you and developing a preference for you
- purchasing
- experiencing you
- and then purchasing from you again and referring you
Take A Walk In Their Shoes
In the marketing class I teach, I talk about walking in your prospect's shoes through each of those steps. And using that experience to fine-tune what you already do, as well as discover additional marketing efforts you can do to lead your prospects to the sale and become raving fans.
How To Find The Gaps
I recommend you take that walk for each of your target audiences because the more specific you get, the more effective the outcome.
Since the goal is to move your prospects to the next step, ask yourself at every stage, "Have I succeeded?" "Have I done enough?" "What else can I do?" The results of this exercise can fill in gaps and make your marketing considerably more effective.
I've created a couple of videos on this for photographers but the concepts apply to most businesses. Watch episodes 14 and 15 here.
But They're Not Listening!
As you've experienced, our prospects are busy people who are bombarded with messages constantly. It's frustrating when what we present doesn't "stick", isn't noticed, nor really understood.
How do you make each effort more impactful? Images! Show your process. Show your people. Show before and afters. Show the care that goes into what you create. Show the impact of what you provide. Show your customers. Show what your customers get from you.
Professionally produced photographs grab our prospects ever eroding attention, say a thousand words within seconds, and build familiarity, preference, and desire.
How I Can Help
I can help you create your own custom stock library of images for your marketing efforts like in email, social media, your website, proposals, and more. I'll use my extensive marketing experience to help you create a list of ideas of what to photograph, the right mood and colors, and deliver a library that will save you time and elevate your brand.
Call me at (916) 294-7926 or email at [email protected]. You can see my portfolio of work here: https://www.glynnsthomas.com/sacramento-commercial-photographer