I shared the following idea with a group of very smart entrepreneurs. They found it useful, so I thought I’d share it with you.
It’s simply this:
“Marketing isn’t something you do in a hurry, when business is sluggish. It’s an ongoing part of running a successful business”.
Successful business owners already understand this. As a result, there is a growing awareness of them in their marketplace. And because successful businesses use content marketing, their prospective clients (or customers) will regularly receive useful information from them. This useful information not only informs their prospective clients, it helps build trust.
Awareness and trust are essential. And ongoing, content marketing achieves both. Here’s how it works.
The rest market sporadically. Usually, when business is sluggish. So they take their need for sales to the marketplace, via special offers or out-of-the-blue advertising.
Because they fail to market on an ongoing basis, their prospective clients have no real awareness of them. And no awareness means no trust. So, even if the prospective client has a requirement, the marketing fails.
It has to fail. That’s because people buy from providers they trust. And a competing provider, whose marketing they regularly receive and whose brand they know, already has the prospective client’s awareness and trust.
In short, make content marketing an ongoing part of your business. Not something you do when times are tough. Get it right and you’ll find you never have to market from a position of need again.