The Building Gravity tool looks complex at a first glance, but it is simply an easy way to describe the marketing activities and tools involved to successfully build a community as clients progress from suspects to customers. If used correctly this tool helps convey your strategic differentiators and advance the sales process. It will also help you identify the ideal client, find out where the ideal client is, and define how to reach them. By understanding each of the three distinct spaces and how to effectively satisfy each, you will be able to create a sophisticated, holistic, and process-oriented approach to your marketing.
The first step to effectively use the Building Gravity tool is to define your ideal customer. By doing this, it will be easier to figure out where they are hanging out. These hang out areas, or communities, may include trade publications, Facebook groups, social media networks, etc. Your companies messaging and marketing tactics should be directly derived from the communities your ideal customer is apart of. By waking these “blissfully oblivious” individuals up to their problems, you can create your own community which builds value and ultimately helps walk people through the buying process easier.
After identifying your ideal customer and their communities it is essential to continue to provide them with valuable content to interact with. By providing additional resources for prospects to interact with, you are ensuring their problem stays top of mind and convinces them they need to solve it. You can do this by making sure you have a solid database or Customer Relationship Management tool (CRM) and are consistently managing the list. Having this database will allow you to frequently connect with your prospects in a way a single salesperson could not. These marketing activities help move prospects through the stages of the buying process faster than if continual contact was not being made.
One of the biggest mistakes companies make is neglecting prospects once they have become customers. By not managing your database and reaching out to existing customers, you lose out on potential revenue and possibly them as a customer all together. It is important to leverage current clients to cross-sell and up-sell them. Not only will this bring in additional revenue, but it is a more cost-effective way to do so as the cost to retain customers is far less than the cost to acquire someone new.