Marketing Principle # 1: Hijack a River
Ken Krogue, president and founder of InsideSales.com, likes to share his favorite marketing principle:
Divert a river, do not dig a well.
In simple terms, it means that you have to tap into existing sources of traffic rather than trying to develop a New source.
Here's how it works:
InsideSales.com searched for keywords using Google's Keyword Planner and discovered that the "predictive dialer" was generating 1,000 US searches on Google each month.
We also found that the suggested Google bid for the "predictive dialer" keyword was $ 97.91, which means that people looking for the term often want to buy dialer software.
So we started using the phrase "Predictive 2.0" and bought Google ads, even though we do not sell traditional predictive dialers.
Once we have exploited this river of existing traffic and directed internet users looking for predictive dialers to our website, we explained why our cloud-based PowerDialer is actually more efficient than a traditional predictive dialer.
This decision has paid off as many of these visitors have been converted into satisfied customers of InsideSales.com. But they would never have found us if we had not diverted the "predictive dialer" traffic to our site with creative content marketing.
We applied this same principle to "cold solicitation" by strategically placing this popular key phrase in the titles of our webinars and eBooks as well as in the subject lines of our emails.
In fact, we tested two e-mail subject lines for the same webinar:
- Strategies of social selling in 2014
- Cold call via LinkedIn
Treat your eyes to results:
Another powerful way to divert a river is to place your content on popular blogs, social media pages and websites that already generate a lot of relevant traffic. Some of these sites will allow you to send back to your own site, which is a great way to attract new visitors to your blog posts.
This is your chance to steal a page from John Saltas's book, where he lays large stacks of newspapers at busy bus stops and cafes. You just have to find the numerical equivalents.
Which rivers of circulation already exist in your niche? How can you leverage them to deliver your content to your target audience in a cost-effective way?
False hypothesis # 2: our buyers are not online
Many marketers delude themselves into believing that their content is not a success because they are cursed to work in an industry full of old mists that refuse to use the Internet or social media. I hate to tell you, but my father is on Facebook. Sometimes he really calls me to discuss one of my updates on Facebook.
"Dad, you do not call about Facebook", I have to remind him.
He did not understand it, but he still uses the Internet. And your buyers too.
If you have trouble finding them, focus your efforts on proven marketing principles.