Long ago, marketers used to describe their value to customers. Now our marketing has to actually provide value.
These were the prescient words of Robert Rose of the Content Marketing Institute in a recent Google Hangout On Air.
The Internet has changed everything – and describing value is not enough to win customers over.
1. We have 14.3 trillion choices
Today, there are 14.3 trillion web pages available today. We are no longer limited to 3 TV channels, 1 newspaper and a few radio stations. We have almost unlimited choices from where to get our information – and we’re exercising these choices every day. We can click on anything and learn about anything.
2. There is no longer a media monopoly
Because of these choices, we can no longer depend on traditional marketing methods to market our goods and services. People who don’t want to watch our commercials or see our banner ads don’t have to. That’s bad news for companies that depend on advertising for their business. But it’s good news for you.
3. We’re free to find, connect with and reject whoever and whatever we want
To be successful today, you have to become so compelling that your customers will want to check out what you have to offer instead of reading that new bacon recipe or oogling over their best friend’s baby’s photos.
We have to change our approach to business to meet this new reality. But how do we do that?
It’s a simple really. Because your customers have endless choices, you can’t corner them and make them sit through your sales pitch. Instead, your job is to provide them with overwhelming value.
Provide genuine value
The most successful marketers today produce content, services or experiences that provide genuine value. Real, honest to goodness value. Stuff that helps people and solves your customers’ problems. Stuff that offers them answers to their burning questions, and makes their day better.
Provide this value free of charge
Psychologist Robert Cialdini introduces the Law of Reciprocity as a social convention that says we must repay in kind what others have provided to us. So how can you activate the law of reciprocity in the digital age? By providing overwhelmingly valuable content to your readers and potential customers, who will then reward you with their business and their loyalty.
Provide value consistently
Successful content marketers deliver consistent content just as a media property does. They become a reliable, comfortable habit for their customers. Your customers can rely on you because you always answer their questions and provide what they need to be successful.
Contact Us so we can help you become an irresistible habit for your customers.