There are basically two types of marketing:
1.) Too-Late Marketing, and
2.) Drip Marketing
The now defunct Yellow Pages were simply a directory of ineffective marketers or marketers engaged in Too-Late Marketing.
There were only two reasons customers searched the Yellow Pages for a business;
1.) Customers were not aware of or did not have a pre-need preference for a business in the category they were searching. That meant there were no effective marketers in that business category, so customers searched online to find a business, usually choosing the one that offered the lowest price.
OR
2.) There was an effective marketer in the business category and customers were simply looking for the phone number or address of that business.
In either case, it was generally too late to try to change or create consumer preferences for a business once they began their search.
In that world, the effective marketers used Drip Marketing… constantly and consistently reaching and influencing customers before they had a need with a steady drip, drip, drip method.
It’s called Drip Marketing because the steady drip of water on the toughest rock, can eventually wear it away.
The internet has destroyed the Yellow Pages, but not changed consumer shopping patterns. Now, consumers go online for two reasons;
1.) They can’t think of a business or have no business preference for one over another, or
2.) They already have a business in mind and are looking for additional information on that business.
But here is the thing. The Electronic Age Marketing Funnel dictates that it’s too late to change a customer’s mind when they search online if they already have an emotional preference for your competitor.
Click here to get the Electronic Age Marketing Funnel you can use to give your business a decided advantage over your competitors when your prospects and customers search online.