In order to build trusted relationships you need a coordinated marketing strategy – where every communication, by whatever channel, tells part of a consistent story and helps you and the prospect get to know, understand and trust each other.
If you have a fragmented approach, if you run one-off campaigns designed to find leads right now and just ignore the ones who don’t respond, if you don’t have a clear, consistent narrative, you will slowly and irrevocably erode your brand and your reputation. And you won’t even know it’s happening.
This article originally appeared on LinkedIn here
John Bedwany is the CEO of the Database Dept., an Australian company that helps clients like Amazon Web Services, Adobe, Cisco, Google, Microsoft, SAP and VMware throughout Asia and Australia to build trusted relationships with prospects and win new business.