Often I meet professionals who sell themselves as being the most knowledgeable about their products and/or services when compared to their competition. I see their frustration in not being able to convey this knowledge to the public or prospects. These businesses are often on the upper end of the price range in their industry, and offer value-added services above and beyond product. So if you want to gain more respect from your peers, your market and your industry, I highly recommend the use of Informative Marketing as a part of your overall marketing plan. It is the most overlooked and under used approach to a business's short term and long term marketing strategy.
Informative Marketing takes facts, research and experience in a given area and offers information that is not considered to be public knowledge. It works by giving teasers, articles and short stories (even case studies) about the area in which you're claiming the expertise. There are many ways to use Informative Marketing, from traditional PR "press releases" to printing, mailing, and e-mailing newsletters. Writing books or even articles for a local paper can accomplish the same tasks. In essence, you are telling the public that you are more about quality than price. Or in other words, there is more to consider when buying products and services in your industry.
A great way to differentiate. In a world cram-packed with SALE-SALE-SALE, and price-driven offers, this is the way that many companies can stay in business. When putting valuable information out there for people to read, you are getting the attention of those who have been burnt when buying by price alone or who did not consider the people who back up the product or services. Those businesses that fail to adopt these concepts are usually at the lower end of the price range in an industry; survive by quantity of sales, and not necessarily by healthy margins. They typically will not enjoy the length of years in business as those that embrace value-added, consultative services and use Informative-based marketing.
The answer is simple, but like most successful marketing, it requires some organization and work. Take the time each day or week to document when you solved a specific customer problem, overcame a challenge, or delighted a customer. This written information can then be turned into a powerful weapon for creating future sales. Use the information in a newsletter or e-letter article, press release or my favorite, a web site article/page. As a reminder, search engines love information and lots of it. A search engine like Google or Yahoo will look for page quantity, plus valuable consumer information over "sales-based" web sites. Search engines know that if they cannot provide the best information for any given search topic, that they will lose users and eventually lose advertisers and money.
Kill three birds with one stone? When you take the time to write, you then can use your new information for a press-release, newsletter article, and website page. I love getting the most for my time. The best advantage to Informative Marketing is that it's an opportunity to say something unique and to differentiate your business from competition. Your story may speak to a customer's exact problem, concerns, or beliefs and you can gain a long-term customer for a fraction of the cost of mass media or direct response marketing.
A finishing note, you should strive to make your Informative Marketing topics as current "breaking news" as possible with new technology, new products, or an extremely unique situation. This always gains interest and makes the impact that much stronger. And remember, you are the industry pro, not your marketing guy. So as much as you would like to delegate this task, it's yours. To reap the benefits of being a guru and to gain the notoriety you deserve, then start documenting the great things that happen in your business and with your customers. Your marketing teams can then edit, proof, and take your message to the people!
Cowtown Marketing Strategies currently updates client's websites with new information on a daily basis. We also create informative newsletters from the documentation passed on by clients in all kinds of industries.
Happy New Year to all! Thank you for all your support and feedback. May all your businesses grow exponentially in 2008. This month's short read is celebrating good business practices and how to market them. My Current Marketing Tips are for small to mid-size businesses in which the primary goals are to generate leads for sales, increase market share and/or brand awareness. I wish you the best in all your local marketing efforts!
First off this is more of a congratulations than anything. Let me explain. Last spring Steve Burbridge (co-owner of Anthony Plumbing, Heating & Cooling) and I made the decision to sign their company up for advertising with Angie's List. For those of you who are not familiar, they are an on-line BBB for residential "home service" companies. They report on the good, the bad, and the ugly when it comes to service businesses. We decided to advertise with them on-line and in the Angies List monthly publication. Plus, like most associations, the more you participate the more you get out of it. Steve rallied his entire service team around promoting feedback from customers through the Angie's List online reporting tool.
