That Plane Won’t Be Landing
I knew nothing about pickup trucks when my wife and I decided we needed one to haul animal food, plants, and for forth. I didn’t then go to the web and troll auto sites, I asked someone I knew who is an automotive expert what he suggested for my needs. Based on that I quickly purchased a Toyota Tacoma. (He doesn’t sell cars, he simply is involved in the industry.)
We decided it was time to go on an Alaskan cruise after hearing so many good things about them, so I asked people who have similar lifestyles and philosophies to mine, who have already been on such cruises, what the best options are. Based on that, we chose a cruise line and accommodations.
Your business buyers aren’t looking at web sites. Maybe HR people do, but not executives nor small business owners. They contact, confer, and listen to peers. That’s why referral business, which entails no expense, is so much superior to social media posting, web site improvements, or Magic 8 Balls. The future of sales is heavily leaning toward evangelism and peer-to-peer referrals.
If you’re marketing to corporate buyers and SME owners, get on their radar screens through people you know. Waiting for them to come to your web site is like leaving the landing lights on for Amelia Earhart. It’s a nice gesture, but probably not very useful.