Industry Research

How To Generate Leads With Soft Sell Approach

(Pixabay Pexels photo)

(Pixabay Pexels photo)

I am like you. I run a brand that has to diversify and create newness to stay in business. Not only do I have to figure those two things out from within my business, I also need to find ways to reach new customers. I am like you in that I am on a strict budget when it comes to brand promotion, better known as “marketing.” I am just like you in that I am in an industry — albeit it’s the media industry, not transportation — undergoing a paradigm shift. If you need a definition of that term, here is one from Wikipedia:

Paradigm shift: An important change that happens when the usual way of thinking about or doing something is replaced by a new and different way. This discovery will bring about a paradigm shift in our understanding of evolution.

My shift is from traditional print publishing to digital media. Your shift is from stretches to buses. Nonetheless, we are going through the same thing — a major industry change.  

Of all the digital outlets at our disposal, social media is the most intriguing to me as a means of harvesting leads in a whole new way. Social media and blogging present us with a unique opportunity to attract business through a method of soft selling by which sharing your personal life becomes a lead driver.

What am I talking about here? Social media is about communicating, hence the name “social” media. It allows you to bring value to your business by discussing a topic of relevance. It encourages connecting with people, and that means building relationships with others.

The better your content serves the needs and interests of your audience, the more people will “follow,” “like,” or “share” what you have to say. And the deeper the level of respect and trust for you grows. That’s what is going on in the world of content marketing.

You as the seller of a service are chatting up your clients and prospects with something they find to be useful information without mentioning your business directly. This way, people are drawn to you and hopefully make a connection with you so they either buy from you later, or remain a loyal client when someone else tries to wrench them away.

Jay Baer, author of Youtility sums this point up nicely with this quote: “What if businesses decided to inform, rather than promote? You know that expression ‘If you give a man a fish, you feed him for a day; if you teach a man to fish, you feed him for a lifetime?’ The same is true for marketing: If you sell something, you make a customer today; if you help someone, you make a customer for life. In every business category, one company will commit to being the best teacher, and the most helpful. And that company will be rewarded with attention, sales, loyalty, and advocacy by consumers who are sick to death of being sold, sold, sold.”

Sara Eastwood-Richardson, LCT Publisher
[email protected]

Related Topics: building your clientele, business growth, How To, LCT Publisher, lead generation, Sales & Marketing, Sara Eastwood-Richardson, social media, social media marketing

Comments ( 1 )
  • Elliot Crego

     | about 3 years ago

    Great read

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