This post is the 15th in a series of 21 aimed at providing marketing tips to SME’s across Devon and Cornwall.
You’re involved in business; you have revenue targets and growth expectations, business objectives for lead generation and creating new business opportunities, you may even have staff relying on you for their livelihood. So before you go ahead and decide where to spend your marketing budget for next year, just pause for a minute, consider your options and think back to how you yourself react to mass marketing material.
Take as an example your usual Sunday morning routine. Coffee in the kitchen and you pick up the broadsheet, extract all of the advertising inserts and throw them in the bin. You read the supplement, mentally blanking out all of the on-page advertising. After coffee you switch on your Sky Plus to catch up with the previous weeks viewing, recorded without any advertising showing. You don’t receive any cold calls because you’ve registered your telephone number with the Telephone Preference Service. Then your wife tells you she needs a new washing machine, what’s the first thing you do? You switch on your PC and search on Google for washing machines.
So why do you expect your customers and prospects to behave any differently than you? Why are you concentrating your lead generation activities on print advertising, mass mailing campaigns from bought in lists and employing cold calling programmes when your audience is online?
Tradeshows, direct mail, print ads and cold calling, these mainstays of traditional marketing all have a place in supporting brand equity, maintaining relationships and keeping existing prospects and customers informed. But in terms of lead generation, these traditional push or outbound methods of marketing are in decline. People are fed up with being “interrupted” or shouted at and are getting pretty good at filtering out all of this noise. The other issue is the fact that it’s extremely difficult to measure the return on investment (ROI) of these activities
The solution to this problem is to use inbound marketing techniques. Inbound marketing combines content marketing, social media and paid advertising to create an integrated process and strategy aimed at building trust with your audience through the creation and distribution of relevant and compelling content that pulls an audience towards your offer. The result? high quality lead generation and a boost in your search engine rankings.
If you are not creating content that meets the needs of your audience and hosting that content wherever your audience is active, they will go elsewhere.
Make sure that doesn’t happen.
At Rame Marketing we work with our clients on content driven strategies to help them to grow their business. If you’d like more information on how content marketing can help your business, read my FREE ebook: Content Marketing Fundamentals
We understand marketing strategy, content marketing and technical marketing and provide a number of content marketing services including: