My March 10, 2022 article at goldenspiralmarketing.com
In this article, I outline four essential gifts you must give to those who interact with your marketing efforts including your website, webinars, podcasts, trade show booths, and videos.
- Help to Apply
- A Story to Tell
- A Statistic to Cite
- A Vision to Cast
These four gifts don’t guarantee someone will quote you during purchase discussions and decisions, but without them, you’re surely just another name in the crow.
Here’s an excerpt:
A Statistic to Cite
In just a few characters, we gain a sense of how big, small, important, or odd a concept is.
As marketers, we have become obsessed with numbers, stats, and metrics. Sometimes to our own detriment. Rightly used, numbers can move your business forward. Our clients appreciate the clarity our performance analytics process brings to their marketing strategy.
If you can craft a statistic about how your solution improves your customer’s business or patient’s outcome that sticks in your prospect’s mind, you are bound to be discussed or quoted.
The sticky factor is essential. Companies throw around so many dates, names, stats, and jargon that our brains brush most of them aside. Brothers Chip and Dan Heath in their book Made to Stick discuss many different ways to be remembered. My favorite is “concreteness,” the process of comparing your statistics to items, places, or icons your audience knows well. For instance, the average number of people who listen to our boutique podcast weekly would fill up the average Starbucks… three times over. If I did my job correctly, you’re imagining the last time you were in a Starbucks and looking around in your memory… then multiplying by three.
We’ve recently examined the performance of three of our customers and compared their 2020 and 2021 data. The results are impressive. Each client is from a different segment of HealthTech and thus has a different customer base. Nevertheless, the growth is noteworthy.
One client is in a crowded vertical within HealthTech. They’ve committed some of their marketing strategy and budget to paid media. And it’s paid off.
In 2020, their leads from paid could’ve filled the Four Seasons Hotel New York. In 2021, they nearly tripled their paid leads. They could’ve filled Freedom Tower.
While that stat is impressive, this client has seen great growth in other areas as well:
- 68% growth in marketing qualified leads from all sources
- 83% growth in form conversions
- 101% growth in sessions from organic traffic
What statistic do you want your prospects to remember most? How can you make it stick in their minds?
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