Marketing messages bombard us daily. These include spam, text messages, instant messaging, pop-up ads, television commercials, telemarketing and direct mail solicitation – just to name a few. While this form of marketing has been tried and tested over the years, it is now having the opposite effect but why? What has changed?
As the internet and social web evolves we have collectively turned off our ears to unidirectional ads and messaging, armed with remote controls, mute buttons, pop-up ad blockers, spam filters, caller ID, and TIVO, we are using technology to avoid irritating, uninvited marketing messages. We prefer to “pull” the information we want rather than have it “pushed” at us. We prefer to search and receive information at the right time and follow trusted advisors who we may contact when we are ready.
The new goal is to provide something of value…. The content that you provide might be an article, a blog post, a video, white paper, etc. It might be funny, proprietary and valuable research, or something else that will resonate with your target audience. The idea is to get something interesting and valuable in front of the eyes of your clients and prospects. They should look forward to hearing from you.
How can you get your marketing message heard?
You may already be using e-marketing to distribute you marketing message i.e. website, blog, social media but what sort of message are you sending out?
- Is the message anticipated? Do people expect to receive your message? Are they looking forward to hearing from you again?
- Is the message personal? Do people believe the information was designed for their individual needs?
- Is the message relevant? Will people value the information? Is it important and useful? Who are they?
- Next consider what you are sending. Are you offering tips, advice, helpful articles, useful commentary, offers? Your content needs to be valuable – you want your audience to keep, bookmark, past it on and recommend your information not delete it.
Get the right message to the right audience
Choosing the right channels of communications is important, you should consider:
- Blogging – Do you have a blog to add content to? Guest blogging is also good.
- Social Media – use Twitter linked to your blog and build a network of followers to share your content with. Linkedin – Join relevant groups or set one up of your own.
- Send out relevant Emails / Newsletter linking back to your website and blog
- Use online PR help to distribute to wider media outlets
- Keep your website current with all new content
So even though the face of marketing is changing, the good news is it is getting even more cost effective. If used correctly, e-marketing can cost you nothing but your time. However you must ensure that before embarking on any marketing strategy to either take some advice or plan it in line with your other activities. After all, the internet maybe free but your time isn’t!
If you would like any help implementing any part of your e-marketing or a content driven marketing strategy then please contact us.