Especially when you’re marketing to past clients. At Exodus Marketing, the past client is the focus. Referrals typically don’t come from people you haven’t worked with or don’t know. The low-hanging fruit is from past clients, and Marketing 101 is, “It’s 8X MORE expensive to get new business from people who don’t know you than from those who do. To make the point simple, here’s a quick video explaining the buyer’s journey. (Just below)

In the video, the explanation is straightforward. You don’t want to market to past clients with content that’s of no interest to them. This happens all the time, and marketing fails for that reason and others. Facebook, for example, is interruptive marketing. Are you familiar with that? It’s when you put your ads in front of people who are doing other things, like scrolling Facebook. You are interrupting their infinite scrolling, their recreational attention span. As we describe in much more detail in our webinars, the ‘infinite scrolling model‘ was the de facto basis for online marketing. Facebook, Twitter, and LinkedIn as examples, scroll on infinitely, and the dopamine rush keeps us scrolling. As Ron Burgundy says, “It’s science.”