Absence Makes Your Audience Go Away
In Love, the Heart May Grow Fonder with Absence — Not in Business
As you would nurture your personal relationships with attention, care, affection, new experiences and quality time, so should you nurture the content that communicates your brand messaging to your audience.
Build it and They Will Come — If only!
Develop a strategy for delivering your call-to-action information to your audience.
If you develop your content and simply place it on the side of the street, a random prospect may pick it up from time to time, but that’s not a very reliable methodology for building a following. Why do you think you see the same ad about the same item/service, or series of ads conveying a broader range of service information? Because repeated exposure builds brand awareness. This is the same, whether your market is B2B or B2C.
Be sure to get your content in front of your target audience as frequently as possible. Deliver it where they are instead of hoping they come to you. Balance the exposure, though — you don’t want to saturate your audiences’ senses to the point where they are annoyed with what you are saying, but instead intrigue them with what your messaging says to them.
Say Nothing New and They Will Stay — Not quite!
It’s crucial once you have your audiences’ attention to keep it.
While it may be possible to obtain brand loyalty by way of random selection and initial impression, most people are looking for more in-depth information before committing to a product or service, or providing a peer referral. If you develop a focused strategy for delivering the type of helpful information to your audience and prospects that they seek, you are more likely to gain their sustained following and referrals.
- Update content regularly
- Provide expert insights
- Share industry knowledge
- Comment on relevant news
- Offer incentives
The more places your content is seen and the more you can show that it is up-to-date and beneficial, the more your audience will grow and reference it when in need of the type of product or service you provide.
