Digital marketing expenditures will soon (this year, they say) overtake that of traditional marketing. But really effective marketing need not cost a fortune, maybe very little. The idea is that a prospect is more likely to engage with you if they trust you. Building trust takes time and cannot be digitized, but the power of digital can be used to increase your sphere of influence and therefore your ability to generate prospects that will eventually convert to leads and sales. All this means you need genuine content put out there on a regular basis that is not bothersome. It’s art mixed with science.
A really good take on this below from @Timothy_Hughes – Why Corporate Content is Like Wetting Yourself.
“You need to find people who will amplify it, share it, love it, store it on their browser bookmarks. The people who work for your company already know you, they won’t or don’t need to buy. You need new people (top of the funnel), people you are already talking to (middle of the funnel) and people you are closing (bottom of the funnel) to see it, love it and share. But they won’t because it’s boring, it’s the same as everybody else, it does not offer insight; it does not educate.
So very soon after you posted it and your loyal staff share it and you packed yourself on the back, it will wither and die.
So just like when you wet yourself, a nice warm feeling, then it will get cold. People will then avoid you. We are very good at filtering out all this corporate noise.
So don’t want to keep wetting yourself, what can you do about content?
Remember the most important person in the world is me, (not you).
As a buyer I’m looking for relevance, do you understand by business and my industry?
Empower you employees to talk authentically about your products and services.
As I do my research about products and services I might buy, I’m looking to be informed and or educated.”