Communication may become so pushy and intrusive that the message is lost. This reminds me of a trip to Southern Europe years ago, where I ventured into a small souvenir shop with a much too zealous salesperson. \u201cSpecial price for you, my friend\u201d, he repeatedly insisted, while pulling one useless thing down from the shelf after the other. The harder he tried, the more desperate to get out, I grew.<\/p>\n
Today, when experiencing the same aggressiveness on landing pages, I don\u2019t hesitate a second to click \u201cclose\u201d.<\/p>\n
For years, I produced campaigns and content offering every contact opportunity on the planet from message in a bottle to QR codes. And looking back \u2013 I\u2019m convinced that the only thing each piece of content was missing was a goal: One clear and unambiguous goal.<\/p>\n
What is it I\u2019m ultimately trying to achieve with each piece of content? Is it to convert leads to customers, excite existing customers, or is my goal to attract new leads? And which amount of new leads defines success \u2013 100, 200, 300?<\/p>\n
Close attention to what my goal is and where the customer is in his\/her journey is the foundation to clear and engaging communication. Being highly relevant for a small clearly defined target group is much more effective than trying to be slightly relevant to everybody. If we know whom we are trying to attract, we can leave out most of the contact options. In the awareness phase, the user is not ready for a call, which in worst case would scare them off forever.<\/p>\n
However trite, it seems to me that only few set clear goals for each piece of content: What\u2019s the purpose, and is it actually worth the effort?<\/p>\n","protected":false},"excerpt":{"rendered":"
It\u2019s hard to confine yourself, when producing new content, as we would like our user to not only download our content offering, but also subscribe to our newsletter, follow us on social media, chat with us, call to set up a meeting and read our three latest blogposts. And all of it seems equally important. …<\/p>\n","protected":false},"author":3,"featured_media":1761,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[192],"tags":[55,109],"class_list":["post-1765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-content-marketing","tag-lead-generation-conversion"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/posts\/1765","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/comments?post=1765"}],"version-history":[{"count":3,"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/posts\/1765\/revisions"}],"predecessor-version":[{"id":9999,"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/posts\/1765\/revisions\/9999"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/media\/1761"}],"wp:attachment":[{"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/media?parent=1765"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/categories?post=1765"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nzinck.com\/da\/wp-json\/wp\/v2\/tags?post=1765"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}