The world is full of clutter today it is hard to stand out from the crowd most of the time. There is just too much noise and so many other things competing for people’s attention. You really have to be crafty in order to grab the attention of others and make a positive impact to them. Getting your business recognized is your main goal as a business owner because that’s when your brand becomes relevant to the public and the money starts pouring in. But gaining traction does not happen overnight. It is the product of hard work and a lot of effort, not to mention the money you use up to promote your business.
However, some people are claiming that the marketing that we know of is already dead today. Yes, you heard me right. When you think about marketing, what usually comes to find? I’m pretty sure you all think about money. You spend money to earn money That’s the old mantra of business. But today, you can actually make money through your own marketing efforts. It’s the power of social media and the web. Marketing is no longer confined to the print, TV, and radio but has expanded its horizons to the depths of the web. The Internet is the real game-changer and it opened up a lot of new possibilities that businesses back then never had the luxury of benefiting from. You no longer have to do all the work because you can pass on the marketing tasks to your consumers without them knowing and you still benefit from their efforts.
The core message of their new book is acknowledging that the marketing world, as we have known it since the dawn of the big three (print, radio and TV), is our past and that marketing doesn’t have to be just a cost center anymore. When done well, brands can actually create a profit center from their marketing efforts. Instead of your marketing requiring additional financial resources, what if it generated new dollars? We’ve all heard the idea that brands should become media companies. You may not want to take your company quite that far. But wouldn’t you like to make money with your marketing efforts?
Let’s take a step back before we look at the future. Traditional marketing has been primarily advertising — the renting of space on someone else’s channel to earn attention and brand awareness and to alter the consumer’s behavior. Even PR falls under that description. Instead of buying an ad, the brand or their agency would pitch their story to the editorial side of the advertising channels. Their goal was to have a story written about them or their offerings that would create the same results as paid advertising would have generated.
Along came the internet and suddenly consumers found their voice. Until that shift, they’d been our silent audience. But as it became easier to share opinions on message boards, forums, social media channels, websites and review outlets, they got louder and louder.
Almost all businesses right now make use of the web in growing brand recognition especially that it is now possible to reach a bigger market without necessarily going out of your way to establishing a branch there. You can set-up online shops where consumers can place orders online and have their items shipped to them. It’s all so easy. If customers are happy with your service, they will even share their experience on social media and give a positive feedback to your company. In return, more people will be interested in your brand and may even consider buying your products or hiring your services when the need arises. That is how digital marketing works and you can leverage its benefits to your brand’s advantage.
If you want to build your brand’s reputation and attract clients in the long-term, you will need to create content that will grow exponentially. It’s not that sexy now, but is totallysexy once you start seeing clients roll in, excited to hire you before you’ve even spoken to them.
This is the work that enhances your skill set, demonstrates your expertise, and strongly positions you in your niche (i.e., building your brand). And it’s a double whammy; these efforts help you become better at communicating your expertise in person too.
You don’t need to do everything (blogging, social media, videos, youtube, speaking at events, workshops, networking groups. etc.), and certainly not all at once, so choose one or two that make sense for your industry or your talents. Then, put all your effort into doing them well. If you have no desire to get over your stage fright by speaking, then blogging might be the best option for you. If you’ve always been a bit of a ham, consider vlogging!
Content reigns supreme today. A lot of a brand’s success has to do with their content. And what’s great about content is that you get to use it for a long time and for a variety of reasons too. It gives your potential clients an idea of who you are and what you do and makes sealing a deal even easier and so much sweeter since you didn’t have to do all the hard work by yourself. Content is used in just about every aspect of online marketing now and it really delivers the result you want if you are just a little patient with it.
Consumers also appreciate that you take the time to communicate with them through the contents you post on your site and social media, hence strengthening the bond between you two. No matter how much success you are now enjoying, never ever forget that marketing your brand will never stop because your business will die if you do. Continue to make yourself relevant to the public and be visible all the time and you won’t have a hard time attracting customers especially if your product or service is above par than everyone else.