Marketing Is Rapidly Changing. Are You Adjusting Your Methods Fast Enough?

Mar­ket­ing at its core is con­nect­ing with your cus­tomers and prospects.

The tra­di­tion­al way of mar­ket­ing focused on sales and includ­ed cold calls, TV spots, tradeshows and print ads. The busi­ness cen­tered mes­sages on the com­pa­ny and its prod­ucts.

But let’s face it – those inter­rup­tion-focused approach­es are “one-way” and less effec­tive these days. In fact, most peo­ple sim­ply side­step these mar­ket­ing pitch­es for which they have lit­tle inter­est: they screen their­­­ calls, these ignore emails or adver­tise­ments, and they toss those direct mail pieces.

In addi­tion to the inef­fec­tive­ness of this tra­di­tion­al mar­ket­ing, buy­ers have gained con­sid­er­able pow­er in the buy­ing equa­tion and have got­ten much more selec­tive about what they con­sume.

One major rea­son for this selec­tiv­i­ty is access to the resources on the inter­net (think about the car buy­er who can look up invoice costs for their desired auto). And the buy­er can do it on their terms and in the time­frame they want (no need to vis­it a show­room).

So what is a busi­ness to do to con­nect with its com­mu­ni­ty of buy­ers and prospec­tive cus­tomers?

A busi­ness needs to broad­en its Mar­ket­ing Mix by embrac­ing new tech­niques such as social media and advanced con­tent mar­ket­ing.

Social media is a great plat­form where buy­ers can engage with brands, share their thoughts with peers includ­ing review­ing prod­ucts and even buy prod­ucts.

Some of social media’s amaz­ing qual­i­ties include its ease of use, mas­sive scale the large amount of time that users spend on it. Con­sid­er these 2016 Face­book stats:

  • The aver­age amount of time that its users spend on Face­book, Insta­gram and Mes­sen­ger is 50 min­utes per day. That’s 1/16 of a typ­i­cal person’s awake time.
  • Face­book has 1.65 bil­lion active month­ly users world­wide

FB stats 2016

Cer­tain­ly not all of this cov­er­age is free- espe­cial­ly for for busi­ness­es. In fact, the social net­works- espe­cial­ly Face­book, but also Twit­ter and Pin­ter­est – are rapid­ly mon­e­tiz­ing the mes­sag­ing to this mas­sive audi­ence. But the good news is that busi­ness­es can now sup­ple­ment their tra­di­tion­al mar­ket­ing with this effec­tive new approach via social media.

Con­tent Mar­ket­ing is about cre­at­ing infor­ma­tive, valu­able and even fun con­tent that will be of inter­est to your prospects. You’ll want to make the con­tent eas­i­ly find­able to users by employ­ing Search Engine Opti­miza­tion (SEO) best prac­tices.

The ben­e­fit to a busi­ness is that the buy­er who dis­cov­ers and finds val­ue in the unbi­ased con­tent (even before they are look­ing to make a pur­chase) will have pos­i­tive aware­ness of the com­pa­ny. And this aware­ness may turn into brand pref­er­ence and ulti­mate­ly sales for the com­pa­ny.

Exam­ples of such con­tent are videos, blogs, white papers, pod­casts, sem­i­nars, and much more. And, of course, all of this con­tent can be viral­ly shared via social media.

In sum, as you look to build the right mar­ket­ing mix for your com­pa­ny that appeals to a new age of con­sumers, be sure these new ele­ments- social media and con­tent mar­ket­ing – play a star­ring role.

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