—B2B Lead Generation Tips to Make them Say “Gimme More!”
Two years ago, I went on a culinary tour of Paris, France. My two most favourite memories from that tour are the Ladurée macarons and the champagne at the House of Veuve Clicquot. I will never forget that taste of the world’s finest ‘macarons’ and a champagne like no other. Often enough, I will get cravings for these items.
Where do cravings come from? This article mentions a recent study that says cravings come from memories of that last bite.
As a marketer, what can you do to revive and refresh memories of that “last bite” in your audience’s mind? If your prospects and customers experienced a positive interaction with your company, you can build on that and make it a craving; i.e. a desire for more.
How to Know What Your Audience Is Craving
1. Sample portions packed with value. In the culinary world, we refer to hors d’oeuvres, and amuse-bouche which are literally meant to ‘amuse’ the mouth or create interest. One way to find out what your target audience really wants more of is to sample bite-sized chunks of what you can offer them. It also opens up their imagination and sparks curiosity about what else you may be able to offer them in the future. Depending on the nature of the initial offering you may want to put out your samples one by one or a few at a time. That will decide how your lead generation campaigns are structured and measured. The idea is to allow your leads to discover your brand, your product and your service. Each portion of each sample must be attractive in presentation and experience. From there on, it’s a question of whether or not the taste of that ‘last bite’ is unique and pleasurable enough to become a craving.
2. Use reminders. Whether it is through email, social media, verbal communication by phone, interactive media such as webinars or any other form of repeated contact, you need to send strong reminders of that ‘last bite’. And when I say ‘strong’, I don’t mean pushy, hard-sell tactics. On the contrary, if you want to create a craving, the reminder has to be as subtle as possible with minimum focus on the actual product or service. For instance, in my case, every time I walk down the Champs Élysée in Paris, I will crave a Ladurée macaron.
3. Nail the imbalance. This other study says that certain food cravings come from an imbalance in your body. It is likely that if your prospects are craving a certain solution, it’s due to an imbalance within their company. Ask the right questions, dig deeper, find out what that imbalance, that deep need is. And then position your company as the one that will deliver the solution and fulfil their craving.
Do you know what your audience is really craving? And if you do, what are you doing to deliver what they want? How will you make each experience a positive, memorable one that they will want to repeat often?
Image credit: Shutterstock