Marketing = giving value
It is time to start to think of marketing as giving value.
Yes, that sound a bit odd doesn’t it? You probably have heard the term “content marketing” and that content is king? I would argue that it is as well, but only when done right. Delivering content that is relevant to the customer is crucial and a way to nurture the long-term and trustworthy relationship.
The sales process has changed
Today, we seek information about a product or service on the internet before making a purchase decision. We do much more research on the web before visiting a store and trusting a salesman’s expertise about a subject. We trust our own research more and have access to compare information about a product or service from home. We trust our own judgment and can even pinpoint where and when we want to purchase a product or service. This put a lot of pressure on you as a marketer.
We need to think of what kind of information our audience need and what we are presenting to help our customers/potential customer to make their purchase decision (pushing them through the sales process). We need to give our audience the “key” to their purchase decision that helps them increase their knowledge about what they are looking for in terms of product or service – the key to information.
The value needs to be clearly stated to the customer, we need to show best practices and how the audience can use the product or service to their advantage. In best scenarios, if we can present more options and deliver more value about a product or service than the customer expected, we can exceed the customers’ expectations and add value to help them make a purchasing decision.
We need to have information presented wherever our customers are looking for it. We need to know what kind of information they are looking for more than what we think they need.
Deliver content that is of value to your audience
So what I am trying to say is, make sure that you deliver content that is of value to your audience at the right place at the right time in the sales process. Whether it is on your website or through emails, newsletters or direct marketing. Be sure to teach your audience where to find the information that they are looking for. When the audience know where to find information, they will come back for more information, build a base with knowledge about your products or service and reference to the information provided and eventually spread the knowledge among their friends. You will have returning customers.
All the best,