You can’t plant a marketing seed and expect it to turn into something on its own any more than you can expect to drop a zucchini seed in the ground, walk away indefinitely, and come back to a healthy, thriving plant. They both need attention. They both need nurturing.
What does a seed need to grow? According to Nikki Tilley, Lead Garden Writer and Senior Editor for the Gardening Know How website, seeds need four things: water and nutrients, air and soil, light and temperature, and space and time.
How does that translate for you? Your marketing seeds need food—information to keep prospects and customers interested. Information to help them build trust with your organization. Information to make confident, knowledgeable decisions.
That means mailing second, third, and even fourth campaigns following-up on your original offer. It means sending targeted messages supporting your campaign. It means providing additional resources—buying guides, FAQs, white papers, product fact sheets, testimonials, etc.—either online or through social media posts.
Your seeds also need support in order to grow. Make it easy for customers and prospects to contact you with questions or concerns. Plaster your phone number and URL everywhere. Highlight your customer service number and/or direct email in your messages. Encourage questions and conversations on Facebook and Twitter. Respond promptly to inquiries.
Seeds don’t sprout into plants overnight. But with the right mix of food, support, and the time and space to process and respond, they’ll grow into something beautiful.