As a business leader, you may have noticed an interesting fact about marketing: it has changed substantially over the past decade or so. Simply put, instead of broadcasting, or telling customers what you want them to know about your products and services, owners are now using a more conversational approach that is based on content, networks and conversations.
To understand more about this changing approach to marketing, as well as how you can navigate this new terrain with ease, check out the following points:
Broadcasting is Not Enough
Business owners can no longer adopt an “if I build it, they will come” mentality when it comes to marketing. Merely getting the word out about a product or service is no longer enough; these days, customers not only need a relevant product or service but a personal connection with the company that sells it.
Consistency is Key
Not that long ago, potential customers would spend a small amount of time looking at a website or two before making a purchase. Now many consumers don’t think twice about visiting at least a dozen sites checking out not only your products, but also online reviews and social media pages. In order for your company to remain on the radar of new customers, you must be brand-consistent across all of these different mediums and sources of info about your business.
Online is as Important as In-person
Speaking of the power of the internet, gone are the days when customers did all of their shopping in brick and mortar stores. Now, business owners can market their wares through an eye-catching website that offers stellar prices and customer services, and they can continue to reach clients through social media pages on Facebook and Twitter. To give customers the personal touch that they are craving in the relatively impersonal online world, making frequent posts on social media is a great way to let people know who your company is and what you have to offer.
Nurture Your Networks
Understanding the important roles that networks play in the current marketing landscape can help your company to stand out. In his book “The Seventh Sense,” author and businessman Joshua Cooper Ramo offers in-depth advice on how growing and even manipulating networks is key to the world of business. Focusing on the power of human connections, Ramo brings readers into the world’s highly connected system and teaches business leaders how to nurture their on and offline networks.
Keep Up with the Conversation
In order to survive in this new world of marketing, you must hang out with your customers where they like to gather—on social media. Any commercials or ads that you create may end up on either review websites or other places where people can express their opinions about your business. Instead of figuratively hiding out on your website, which is a great place to finalize sales but not an optimal medium for conversation, head to social media sites and see what people are saying about your business. If they post a good review about your company on Yelp, thank them. If you spot a question or concern, answer it immediately and/or offer to make it right.
Evolve to Succeed
When it comes to marketing, if you stick stubbornly to a “well, we’ve always done it this way” philosophy, you may be doomed to failure. By understanding how marketing has changed over the past decade and embracing the new way of reaching customers, your company can thrive and grow to new levels of success.
