As a business owner, you already know about the necessity of staying competitive in a global marketplace.
But with today's economy, it's getting harder and harder to stand out from the competition.
And while once upon a time the answer would have been to increase your advertising budget, in the age of the Internet, traditional advertising is becoming less and less effective:
-86% of consumers skip TV ads.
-44% of direct mail is never opened.
-And nearly 67% of U.S. Citizens are on the federal "do not call" list.
Even online, people have mastered the art of consuming content while completely ignoring banners, buttons, and other types of ads.
Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.
CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
Unfortunately, many companies still don't get it. They don't realize that with more than 1/3 of the world's population online, the Internet has fundamentally changed the way people find, discover, share, shop, & connect.
These companies refuse to change the way they approach potential customers, and by doing so, create a recipe for failure.
Are you one of them? Read more to find out.
Today's consumers aren't interested in why you think your company is the greatest. They have a problem, and they want your help solving it. If you can give them valuable information that will help them solve that problem, then they'll stick around to find out more about what you can offer them.
If not, they'll move on - to your competitors.
"We need to stop interrupting what people are interested in & be what people are interested in.”
You can't just provide any kind of information, however. There's a staggering amount of information available online, much of it for free. In order to really stand out, you need to be a mover and shaker in your industry. You can do that by providing unique, truly helpful information on a consistent, ongoing basis.
In doing so, you'll not only gain buyers, but you'll build a dedicated tribe of influencers who promote your product or service to those around them as well.
2) Letting the Conversation About Your Product Take Place Without You
79% of online shoppers spend at least 50% of their time researching products online. That means that potential customers are making crucial decisions about your product before your carefully crafted promotional content even enters the picture.
Smart business owners realize that by being active through blogging, social media, e-mail marketing, forums, and other venues, they build brand recognition, and grow trust with their potential customers.
Getting involved in customers' conversations before a sale takes place also allows you to customize your content according to the buying stage your target is presently in. Do it well, and your customers will thank you for giving them the information they need to make an informed decision about their upcoming purchase.
And more likely than not, when it's time to make that purchase, your customers will buy your product - and feel good about doing so.
3) Assuming That Content Marketing Is Just a Fad
Some business owners assume that content marketing is just a fad that will go away.
In fact, 86% of B2C marketers and 91% of B2B marketers use content marketing - and 89% of those are maintaining or increasing their content marketing budget.
The reason they're doing this is simple: it's cost-effective, and it works. Companies report that they've found customers through blogging, LinkedIn - even Facebook and Twitter. This is despite the fact that content marketing costs 61% less than traditional marketing.
Content marketing is also quantifiable. It's easy to track the effectiveness of a particular content marketing strategy, and change it if necessary. By creating a demand for a product or service in general, companies gain more customers through the increased interest and expanded market created.