How much of your business time and energy is spent looking for customers? What if you could get customers to come looking for you instead?
The traditional marketing campaign consists of bombarding your customers with advertising and press releases about your products and services with the expectation that they will shift their attention to your message that is, in essence, interrupting them. The success rate of that model is increasingly low.
The advent of ad-blocking software allows readers to banish your advertising from their web browser, DVR's allow them to skip through it, and commercial free satellite radio eliminated it altogether. Your customer has been trained to ignore ignore advertising. Not to say there is no value in traditional advertising, but it is increasingly difficult to break through.
If your marketing is still dependent on putting your message in front of customers via traditional media, it's time to rethink your customer acquisition strategy.
Instead of chasing customers, a pro-active model will bring them to you. The best way to do this is by thinking of your company as an information company. Provide content that helps your customers improve their experience with your products and services and you become a resource. Use your unique expertise to pro-actively help your customers and you build credibility that exceeds anything advertising can do for you.
Your customers are searching the internet for information and solutions. You need to be where they're looking!
A successful content marketing program will train customers to look for your message instead of ignoring it. Provide information and insight and customers will learn to trust you as a resource! Marketers talk about putting the customer first, a content marketing strategy puts that talk to work!
Provide information that makes your customer smarter and better at what they do. Establish a plan to do it consistently. Dedicate the resources to do it well. Have a strategy to disseminate your information broadly to your audience. Allow the idea of being an information resource to permeate your business.
Do these things and customers will come looking for you! You'll see more subscribers to your e-mail list, more people following your social media pages, more readers on your blogs, and more customers walking in the door!
The traditional marketing campaign consists of bombarding your customers with advertising and press releases about your products and services with the expectation that they will shift their attention to your message that is, in essence, interrupting them. The success rate of that model is increasingly low.
The advent of ad-blocking software allows readers to banish your advertising from their web browser, DVR's allow them to skip through it, and commercial free satellite radio eliminated it altogether. Your customer has been trained to ignore ignore advertising. Not to say there is no value in traditional advertising, but it is increasingly difficult to break through.
If your marketing is still dependent on putting your message in front of customers via traditional media, it's time to rethink your customer acquisition strategy.
Instead of chasing customers, a pro-active model will bring them to you. The best way to do this is by thinking of your company as an information company. Provide content that helps your customers improve their experience with your products and services and you become a resource. Use your unique expertise to pro-actively help your customers and you build credibility that exceeds anything advertising can do for you.
Your customers are searching the internet for information and solutions. You need to be where they're looking!
A successful content marketing program will train customers to look for your message instead of ignoring it. Provide information and insight and customers will learn to trust you as a resource! Marketers talk about putting the customer first, a content marketing strategy puts that talk to work!
Provide information that makes your customer smarter and better at what they do. Establish a plan to do it consistently. Dedicate the resources to do it well. Have a strategy to disseminate your information broadly to your audience. Allow the idea of being an information resource to permeate your business.
Do these things and customers will come looking for you! You'll see more subscribers to your e-mail list, more people following your social media pages, more readers on your blogs, and more customers walking in the door!
