When I worked in magazine/web publishing, before the days of social media and content marketing, we'd do annual reader studies to provide advertisers with empirical data showing that advertising was a key influencer in our readers' buying process. Advertising always ranked in or near the top tier in these studies, but always below two more important influencers - word-of-mouth (perennially #1), and independent editorial coverage. We used advertising's ranking as proof that advertising was needed - customers couldn't buy independent editorial and needed editorial and advertising to build word-of-mouth. Well, neither is the case any more!
[caption id="attachment_957" align="aligncenter" width="300" caption="Get the Crowd Working for You!"]
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Independent editorial and word-of-mouth should be part of every businesses marketing program - only now we call them "content creation" or "content marketing" and "social marketing" or "social proof." And where it used to be true you needed 3rd party editorial environments to make these work for you, you now should be creating and managing them on your own!
Let's look at content creation. There is a wide range from product literature to shared expertise. All is needed, but the piece that companies had trouble distributing, prior to tackling internet marketing, was sharing their expertise. Now through blogs and social networks not only is it easy to share your knowledge and expertise, your customers expect it. In fact, if you're not doing that and you operate a stagnant web site, you are probably losing as much business with your Internet presence as you are gaining from it!
Content marketing today includes blogging, video, and use of social networks to share content with customers and prospects. These tools make your business valuable far beyond the services and products you sell by making you a trusted resource that helps your customers find solutions to their business needs. As nice as they are for your business ego, you don't need the validation of the self-appointed media to show your customers and prospects that you should be their partner of choice. By producing and distributing your own content pro-actively you have much better and equally powerful editorial influence. With one caveat - don't fall into the trap of spewing nothing but product info and benefits - this content isn't about creating a commercial for your business, it's about positioning your company as the expert in its field.
Word-of-mouth is where the rubber meets the road in today's marketing programs. Now only can you now monitor what is being said about your products and services, you can participate in the conversation! Just because you're not doing these things, doesn't mean your customers aren't talking about you! Social networks provide an unprecedented opportunity to listen to and engage with customers. Whether you run a deli or a multi-million dollar professional services firm, you can bet your prospects are researching you online.
Ads get skipped on TV and magazines, mailers get tossed unopened, but real engagement in the digital environment can be counted, tweaked and revised to deliver real results. That's the social proof! What's yours?
Have you had success with social media and social marketing? Tell us your story, we're looking for success stories to share with our readers! [contact-form-7 id="541" title="Contact form 1"]
Did you find this article interesting and useful? Please share it with your friends and colleagues using the buttons below!
[caption id="attachment_957" align="aligncenter" width="300" caption="Get the Crowd Working for You!"]
[/caption]Independent editorial and word-of-mouth should be part of every businesses marketing program - only now we call them "content creation" or "content marketing" and "social marketing" or "social proof." And where it used to be true you needed 3rd party editorial environments to make these work for you, you now should be creating and managing them on your own!
Let's look at content creation. There is a wide range from product literature to shared expertise. All is needed, but the piece that companies had trouble distributing, prior to tackling internet marketing, was sharing their expertise. Now through blogs and social networks not only is it easy to share your knowledge and expertise, your customers expect it. In fact, if you're not doing that and you operate a stagnant web site, you are probably losing as much business with your Internet presence as you are gaining from it!
Content marketing today includes blogging, video, and use of social networks to share content with customers and prospects. These tools make your business valuable far beyond the services and products you sell by making you a trusted resource that helps your customers find solutions to their business needs. As nice as they are for your business ego, you don't need the validation of the self-appointed media to show your customers and prospects that you should be their partner of choice. By producing and distributing your own content pro-actively you have much better and equally powerful editorial influence. With one caveat - don't fall into the trap of spewing nothing but product info and benefits - this content isn't about creating a commercial for your business, it's about positioning your company as the expert in its field.
Word-of-mouth is where the rubber meets the road in today's marketing programs. Now only can you now monitor what is being said about your products and services, you can participate in the conversation! Just because you're not doing these things, doesn't mean your customers aren't talking about you! Social networks provide an unprecedented opportunity to listen to and engage with customers. Whether you run a deli or a multi-million dollar professional services firm, you can bet your prospects are researching you online.
Ads get skipped on TV and magazines, mailers get tossed unopened, but real engagement in the digital environment can be counted, tweaked and revised to deliver real results. That's the social proof! What's yours?
Have you had success with social media and social marketing? Tell us your story, we're looking for success stories to share with our readers! [contact-form-7 id="541" title="Contact form 1"]
Did you find this article interesting and useful? Please share it with your friends and colleagues using the buttons below!
