1. Capture the gaze

Marketing/communication tactics that capture the gaze of your target audience are directly tied to creating content. Content can include blog posts, lead magnets, and social media—but the content must provide value. This looks like paid media— for example social media ads—and maximizing your public-facing owned media channels. 

Examples: Ad’s, videos, blogging, social media, content strategy 

2. Start a conversation

Once your marketing/communication tactics have captured the gaze of your target audience, it’s time to start a conversation with them. This content should highlight the value your business will provide them–you’re selling solutions, not products. This looks like your customer acquisition list or owned media channels where an opt-in is required.  

Examples: lead list, email marketing, marketing automation 

3. Start dating 

After a few conversations (with your best foot forward), you start dating your target audience—or your now client. This content should be centered around best supporting your client in their customer journey with you. This looks like helpful customer service content, periodic satisfaction surveys, and social media listening to support customers who may reach out on social platforms. 

Examples: email marketing, marketing automation