I’m an entre­pre­neur; I love build­ing things. My favorite part of grow­ing a new com­pa­ny is shar­ing ideas about great prod­ucts and ser­vices with poten­tial buyers/customers. My favorite part is mar­ket­ing, par­tic­u­lar­ly when it works and sales fol­low. There are so many great ways to mar­ket, and now with dig­i­tal media, a ton of new pos­si­bil­i­ties exist. Mar­ket­ing is more fun today than ever. When exe­cut­ed prop­er­ly, mar­ket­ing works. But how can we make it work better?

One thing to con­sid­er when build­ing mar­ket­ing cam­paigns is sim­plic­i­ty. Often, the mes­sage is lost because of too much…too much noise, too many words, too many clicks. Small­er, pre­cise state­ments, focused emails with a sin­gle inten­tion, and most impor­tant­ly, instant and easy access to exact­ly what is need­ed to move the prospect to an opportunity…like a but­ton that says “Buy Here.” Remem­ber, your prospec­t’s time is valuable…don’t waste it. Get to the point, give them what they need, let them click or bounce, with few­er clicks and in less time.

When work­ing with a for­mer client, he would often send emails to prospects with all the details and then would “explain” how to sign up. I would reg­u­lar­ly remind him that if he sim­ply added a link to the page where they can buy, he’d make it eas­i­er for his prospect, and he’d close more deals, faster. Lit­tle things like adding the item to the shop­ping cart or at the very least, a link that gives them instant access to the pur­chas­ing sys­tem, will go far. We use the phrase “as few clicks as pos­si­ble” often when help­ing our clients mar­ket their prod­ucts and ser­vices. Today, a mat­ter of sec­onds can be the dif­fer­ence between book­ing the con­sul­ta­tion and hav­ing your prospect get dis­tract­ed and not finish.

Anoth­er impor­tant con­cept is to make your web­site the hub of all mar­ket­ing by direct­ing traf­fic to land­ing pages, con­sul­ta­tion links, and of course, pur­chase pages. Post­ing to social media is great, so long as there is a link back to your web­site, where the actu­al con­tent resides. When they arrive, give them easy access to the next step. Adding your post direct­ly on Face­book does very lit­tle for your sales process. Instead, write the post (like this one) on your web­site and then share it along with an excerpt on social media. This guar­an­tees your audi­ence will always have instant, direct access to you, via your web­site, where you can start a con­ver­sa­tion in many dif­fer­ent ways.

Final­ly, the key to doing busi­ness in today’s world where instant response is required and “one shot or you lose” oppor­tu­ni­ties exist is to engage with your audi­ence live. We used to answer the phone. We do that less now, but we can launch a phone call from a chat on our web­site in sec­onds. Even bet­ter, we can drop a link to a Zoom meet­ing with­in a chat. But the key here is to build in con­ver­sa­tion­al mar­ket­ing with chat on your web­site and social media so when a vis­i­tor arrives, you can respond, instant­ly and dri­ve them to book a meet­ing, answer a phone call, or even trans­act busi­ness direct­ly and imme­di­ate­ly. When we are unavail­able, our chat use AI to respond to ques­tions and help move prospects to the next stage in our absence.

Eric Greenspan is the chief clever offi­cer at 74 Sys­tems. Oh, I should pro­vide a link!