Ever been in a situation where you had to make up the rules of something as you go along? You might’ve done it during a long road trip or when trying to past the time. However, the longer version of that actually happens during your lead generation campaign.
For example, say you’re using a mix of content and event marketing to drive prospects into your lead generation process. You present a new technology or practice that’s been shaping up the office world lately. (It could be a new HR system, EMR integration, or even just a new style of organizational structure.) However, you’re also well aware of some of the problems people run into when implementing it and thus make suggestions on how to avoid them.
Sound familiar? You’re already making rules!
The game is whatever innovation your organization is pitching to its prospects and clients. Look at mobile technology. How long did they start becoming commonplace at work before people started writing etiquette guides for them? BYOD policies and proprietary apps are also another case.
Like all rules however, there’s always chance that they bend or break depending on your prospect’s situation. Maybe multi-tasking between platforms isn’t all that bad. Maybe they don’t necessarily need to wipe all their employees’ smartphone data in case of loss. So while you’re making up the rules, keep the following in mind whenever you’re about to blog about them or explain during a presentation:
- Treat it like a work in progress – This is important especially when your niche is virtually unexplored territory. Remember, you’re making up these rules based mostly on raw data and experience with your own products. Be ready to change them when it becomes clear that you have to.
- Don’t make too many – This is fairly obvious. You’re marketing to prospects and customers, not reciting your entire user’s manual. Keep the rules you make up short and simple as possible. You can elaborate on them but it has to be way beyond the point where you already got a sale and are working to maintain good relations with clients.
- Give incentive – And of course, sometimes perks speak louder than the punishment. Rather than always scare prospects with the consequences of not following the rules, they’re more likely to use something if using it properly grant the benefits you promised them.
You don’t always have time to create a user’s manual when much of a new technology, niche, or practice hasn’t been explored yet. Better rules can only be made after more research and experience is poured in. You just have to be a little bit ahead in terms of what’s good and what’s bad so know the proper way to make up the rules as you go along.