Offer exclusive distribution opportunities to high profile editorial sites
While putting content up on your site may be a good idea, does your site currently draw a lot of traffic? Is the content you’re creating high profile enough (e.g. a Steve Jobs interview) that it would interest mainstream sites with more traffic than yours? If so, consider giving some major sites exclusive initial distribution to the content. In the Steve Jobs example, you could give exclusive distribution of the interview to TechCrunch and exclusive distribution of the phone demo video to Engadget. These two sites get millions of visitors and would drive more traffic, discovery, and brand association to your business.
Five phases of a purchase cycle (cont'd) Phase 4: UseThis stage becomes the audition for a customer’s next purchase and whether or not that person/organization will become an evangelist for your product or service. Should not provide unexpected surprises. Use should be as simple or as complicated as expected upon finishing research phase. If help is needed, answers are timely and satisfying. Solutions are found by the user or assisted through customer service. Product or service provides solution that was desired and customer develops an affiliation with the brand. Consumer becomes a “word of mouth” advocate for the brand’s product or service. With brand affiliation, user goes through a mini-discovery and research phase to see what other products and solutions the company has to offer. Phase 5: Additional purchaseDepending on the outcome of the use stage, consumer may go onto purchase additional products and services from the brand which will cause a repeat of the use stage. These are just very general descriptions of a sales cycle. Depending on your business, products, and services you’ll be able to better refine and define this flow. Whatever the sales cycle is, it’s critically important that you get inside the head of someone who needs your solutions and how they would go about discovering, researching, and using your product. Once you understand all of those stages, then you can create a media network of content and communications to satisfy their needs every step of the way. |
