The urge to broadcast our brand, our value proposition, our offering is very strong particularly for executives for whom awareness and recognition are both powerful personal and professional motivators.
Are you a marketer that is broadcasting hoping for traction with anyone or are you selling to people who are listening?
Only those who are listening will want to interact, will want to engage and purchase.
Only those who are listening have value to your strategy and your spend.
Talking at people might make some of your statistics look good – TARPs, impressions, sessions and page views.
Those same statistics might satisfy some within your team.
But talking to everyone doesn’t pay dividends.
Talking to someone who looks like your customer but isn’t listening doesn’t pay dividends.
Talking to someone who behaves like your customer but isn’t willing to listen doesn’t pay dividends.
Do you know enough about your customers to sell to only the people who are listening?
Use the data within your business, within your strategy and channels to truly understand not those that look like your customer, but those who will *listen* like a customer will.
Use this data to then find these customers and tell them a story worth listening to.