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"The thing you really believe in always happens ... and the belief in a thing makes it happen."
Frank Lloyd Wright
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Perspective: The 6th "P" in Marketing
We've all heard of the 5 "P"s of Marketing: Product, Price, Place, Promotion and People. These are the five marketing levers that satisfy customers and build market share.
Over time, however, the five Ps have become commoditized. Blockbuster Products and Pricing provide short-term advantage but the life cycles are short. The same holds true for Promotions, Place and People. Stand-out performance is scarce and, unless there are strong barriers to entry, most business and distribution models can be copied quickly. What competitors can't copy is a company's Perspective: the way employees think about issues, anticipate trends and synthesize information.
Perspective or issue ownership is the sixth marketing P. It is one part intelligence (ideas, trends, insights), one part emotion (values, ideals). It's the discussion that happens alongside the product. If you want to create a lasting marketing edge, the first step is to define your company's Perspective. Then, communicate that Perspective to the people that matter.
What's your Perspective?
Excerpts from a column written by: Meg Wildrick, B2B Bliss http://blog.blisspr.com |
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250 N. Trade Street Suite 206 Matthews, NC 28105
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Greetings!
Move over Elvis -- in today's world, content is king! Give your marketing materials a thorough review. Have you found the intersection between your products/services and the information needs of your customers? Read on ...
"Content marketing is actually the best thing to happen to the marketing profession in decades. That's because the barriers that for years have made marketers subservient to the media have fallen. No longer is it necessary to buy ads or to grovel before editors to get your message out. Today, marketers can be the media. Search engines don't discriminate by source; they care only about the relevance of the content. To Google, you are every bit as credible a source as the New York Times when your content is crafted appropriately. You just need to think differently about what you do." Paul Gillin
All the best,
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The B.E.S.T. Method for Content Strategy (What you do before Content Marketing)
Core point: Don't start executing on your content marketing until you have a sound content strategy. Yes, easier said than done, but so many of us get infatuated with a tactic before really planning out what should happen and why.
The goal of asking the B.E.S.T. questions as part of your content marketing strategy is to find the intersection between your products/services and the information needs of your customers. Only then can you craft a content marketing approach that will deliver more sales, more customers, and more measurable results.
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Get Content, Get Customers
 In the last few years, buyer behavior has changed dramatically. Your buyers are now increasingly knowledgeable about what they want to buy. They aren't surfing aimlessly, hoping to be influenced by marketing messages that arrive out of the blue. They want to make up their own minds based on their own information-gathering.
Therefore, buyers need content that makes them smarter and more knowledgeable. Vendors who provide that content will win. Simply put, all the rules have changed. You need to approach the marketing game with a brand new marketing mindset. Those that can adapt will flourish. Those that don't...well... think of dinosaurs.
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