To be successful in business, business has to be ahead of the curve, leading the way into the next phase.
Back in the day a business used to be ‘advertised’
Today a business is ‘marketed’. Advertising and marketing share a goal – to raise awareness. Inbound marketing is steeping up to the plate.
Advertising used to rely on print ads in newspapers and magazines, posters on the street corner; and, for the big corporations of the day, billboards, radio and TV were the place to be seen.
A small business at the beginning of the millennium had no concept of RGB for screen – only CMYK for print.
My own phrase WMAP (‘Word of Mouth Amongst Peers’) never caught on even though, for a small business, word-of-mouth was and is the most valuable and influential form of advertising. How scalable is word-of-mouth advertising in a world where there is so much noise? How scalable is word-of-mouth advertising in these times of the corona virus when also other unrelenting and unprecedented world events are taking place? Instead we look through windows – Microsoft Windows.
Marketing now uses the scalable digital world – to catch our minds, to go viral, to cast a digital net for potential clients.
Is your digital marketing ‘in-touch’ – or ‘out-of-touch’?
It has to be in-touch, of course. Being in-touch is better known as ‘Inbound Marketing’ or ‘Content Marketing’. Inbound marketing instantly and simply brings all the knowledge and specific content that would convince and attract prospective customers to the product or service on offer.
This is ‘inbound’ marketing at its best. Because competition is fierce and unrelenting, your inbound marketing has to be outstanding, excellent and with quality content. There’s no short cut to what seems to be the creation of easy to digest content – easy to create, it isn’t!
Inbound marketing has a forum through Blogs, Social Media, Whitepapers, Podcasts, Video, E-Books, SEO and Newsletters – each contains the same content but translated through various channels to maintain creativity and interest.
Write your clients’ content to address their needs: understand their hopes and goals and expectations. Ask your client all questions that require to be asked, to provide the specific content essential for the marketing pitch. Author your findings to generate the positive and active response sought from their prospective customers.
Then adapt accordingly for each forum: each forum attracts particular audiences. Prioritise the importance of the content through the clients’ perspective and plan the marketing on a drip-fed time scale, submitting it on all social media channels to bring maximum exposure through likes and shares whilst also capturing response on the website.
Time will elapse before the rewards of your inbound marketing will be seen, but through adapting your clients’ content to maximise their potential, competitors will fall to the wayside.
Rome was not built in a day – but it still stands and remains a major attraction. With a combined worth of over 100 years of industry experience, our company ‘Merci’ has got the foundations and potential to become as renowned as the Colosseum!