Call for Content got accepted in the Drift Startup Program this past week. As a result, I’ve been forced to reevaluate my entire marketing strategy.
You see, Drift allows me and my team to interact with customers in real-time. It’ll let us know that someone has visited 5 times and signed up for our email list. We can ask them how we can help right then and there — perhaps an invite to my office hours.
That means we don’t need landing pages, forms, or anything like them. We just talk with our customers and prospects. That’s a big shift from a traditional content marketing strategy, but not as far from the relationship-building account based marketing I employ. In fact, it makes everything much easier to align.
I now have a single overarching goal:
Drive as much targeted traffic as possible
That’s it. Then we:
Get to know the people who visit our site
Eventually, some of them will buy from us because we’re a good fit and they love us.
So, what does Drift really mean to me and my business?
- More videos and podcasts (to keep them on site longer)
- In depth articles from our work and research
- Little to no “bottom of the funnel” content
- More $$$ in ads and PR for direct traffic
- We’ll be moving to a single page website with a blog
- Sales is now the next hire — need somone on that chat when I can’t be
I’ll keep you updated as the changes unfold — Hopefully with some hard #s soon.