Share What You Know &Let Them Know YOU
It’s no secret: Customers have shut out traditional marketing. Ads and banners are becoming irrelevant. So what do customers relate to? Content Marketing. Why? It’s as simple as this: People do business with people they know and trust. (Read it again, it’s that important.)
Content marketing operates as the opportunity for businesses to reach out to and build their client base. Through compelling content in e-newsletters and/or blogs (also shared via social media), clients are presented with vital information – and they develop a vital connection with the company who sent it. According to the Roper Public Affairs, seventy percent of business decision makers say content marketing makes them feel closer to the sponsoring company.
Watch it work: Consider how content marketing assists an IMD client, a landscaping company.
Share What You Know: This landscaping company shares invaluable knowledge with clients through an e-newsletter and blog. Passing along knowledge gained in over 20 years in the industry, along with a degree in horticulture, this client is able to offer his customers informative, interesting and helpful blogs and newsletters.
Let Them Know You: “Mrs. Rose Blooms” notices the blog, “Winter Pruning Tips”, and thoroughly enjoys the information. She chooses to
“opt-in” at the company’s website to receive more, similar information.
(<--Opt-in opportunities are essential for content marketing. Inquire with IMD.) She finds herself drawn to the informative newsletter, and begins to look forward to it every week…as she also begins to trust both the information and the company sending it.
By You, Buy From You: Thank goodness she found that trusty blog!
When the time comes to purchase plants or enlist landscaping services,
Mrs. Rose Blooms is going to work with said landscaping company because…all together now: People do business with people they know
and trust.
Bottom Line: If your business isn’t implementing some form of content marketing – through a company newsletter and/or blog, and sharing via social media – you are missing out on an invaluable relationship-building opportunity. People do business with those they know and trust. So, what will you name your Kick-ass newsletter? What will you offer your clients? Will they enjoy it – will IMD enjoy it?
