The key to content marketing is to get the relevant information to your chosen prospect, or customer at the right time. How has today’s marketing environment affected that?Read More
The outbreak of the coronavirus (COVID-19) is creating a dramatic domino effect that’s affecting many aspects of people’s lives and businesses.
With people being urged to undertake social distancing and to self-isolate, many significant events and gatherings across all industries are being cancelled or postponed.
In fact, data intelligence company, PredictHQ, published figures indicating that concerns around COVID-19 led to a 500% surge of cancellations and postponements of significant events in February alone.
Whilst there’s certainly been losses for events companies, what is the key to exhibitors looking ahead and preparing for the future?
“While the government are trying to safeguard industry, taking a proactive approach is imperative for any company looking to insulate itself against the potential economic downturn that looms on the horizon,” suggests David Lomas, from M3 Media Publishing.
The Value of Re-Evaluation
This amount dwarfs the 8% that is spent on ‘general online marketing’.
“With such a contrast between the amounts invested in either sector, even a small adjustment between the two is likely to have a big impact on a company’s online presence,” suggests David.
“With events and personal, face-to-face meetings all but eradicated, it is crucial that businesses adopt or enhance their digital strategy for prospecting and engagement.
The Value of Digital
“Digital could be the best avenue for businesses to refocus their resources from exhibitions, trade shows and events,” says David.
“It is also a great opportunity for businesses to generally review their marketing strategies, gain a competitive edge, and ensure that every penny is being spent in the best possible way.”
“It is vital to maintain a sense of normality during these turbulent times, but anything you do to stay ahead of the curve will give you an edge over competitors that are slow to react”
David Lomas, M3 Media Publishing
Digital marketing also has some distinct advantages over other forms of communication.
“It allows you to reach people in their own homes, where it looks like many people will be forced to stay, and requires no physical interaction.”
“What’s more, is that it is easy to measure the return on investment.”
“Exhibitors have an understanding of how their actions drive success,” concludes David. “They now have an opportunity to really understand what digital marketing can do to alternatively help their company excel, either now – or in the future.”
Marketing Aspects Magazine appreciates David Lomas’ contribution.
As the coronavirus (COVID-19) continues to spread across the UK, and the world, it is leaving a lot of people nervous about the future. The mantra continues to be to “keep calm, and carry on”.
For those of you with businesses, why is it important to keep a level head, focus on the future and ensure your business is in an appropriate position to ride out the storm?
The global economy has already taken a significant hit and there’s a good chance things will get worst before they get better.
Does this mean you should batten the hatches? Absolutely not.
One of the key areas that should be worth considering is your digital marketing strategy.
With personal face to face meetings all but eradicated, this is a chance to develop strategies to enable you to stay in front of your audience, many of whom are likely to have time on their hands through caring, social distancing and self-isolating.
One major benefit of strengthening your digital marketing activity is that it’s measurable.
By bringing a sense of normality to your customers, clients, prospects and peers, not only could it give a competitive edge over others slower to react but also cement your position as a versatile, accessible thought leader navigating others through troubling times.
To discover more about adapting and strengthening your digital marketing options, please contact us.
Content marketing is an effective way to attract customers to your business. But what are the rules that you must follow?Read More
In turbulent times, many businesses naturally respond by cutting back on their marketing budgets. Why could this be a damaging move?Read More
“What do you do?” How common is that question when you’re networking, or in most conversations?
And what is your answer?
Take a pause here, because you can answer that question differently, in such a way that you make people take notice. This is about the power of storytelling and leaving a legacy that lingers in people’s minds.
This is what we explored in the most recent of our Marketing Challenge workshops, held at The St James’s Club, Manchester.
Contains No Nuts
Marketers will reiterate that when you promote a product or service you highlight the benefits, not the features. The features are not always what your prospects and customers need to know. What they need to know is how what you offer them will make a difference to their lives.
That is why marketing consumer goods is all about marketing lifestyles, aspirations and emotions.
Effective storytelling follows a similar principle. You miss out the nuts and bolts and focus on the stuff that resonates emotionally.
There are two key elements here: pain and legacy.
Pain and Legacy
Start with the pain:
- What problems do your customers and prospects have?
- What issues keep them awake at night?
- What could their long-term consequences be without your involvement?
Are they failing to maintain their profit margins, or suffering a high staff turnover? Are their energy bills too high, or their distribution channels too restricted?
Knowing and understanding these pains can be an initial attention-getter.
Then it’s about following it up with the legacy part:
- What changes have you enabled your customers, similar to the prospect you are addressing, to make?
- What are the long-term benefits of your involvement?
Boil this down to something concise and it is far more effective than simply telling people what you do.
While much marketing should be common sense, like all deceptively simple things, it can be hard to tell your stories well. It’s as much about developing a mindset as following guidelines or rules. This is what the first part of our recent Marketing Challenge event looked at.
Our Marketing Challenge events are informal and friendly, but focused. They are events with a purpose, enabling guests to attract, connect and educate their target audiences
Guest were given a storytelling structure, then we lead them through a dynamic, involving workshop where they developed their legacy stories.
Our aim is to ensure that guests leave with something that not only can they think about, but which they can use to improve their own marketing and engagement with customers and prospects.
That’s our legacy. What will be yours?
Is content marketing a dubious concept? Some might think so, because it shifts the emphasis away from selling. However, this is precisely why content marketing can be so effective.
Content marketing is an essential means of building trust and relationships with prospects, contacts and customers in a digital age.
Imagine the traditional corner shop. It’s reputation in a neighbourhood may now be something of a cliché, but it can still be a place where the shopkeeper knows his customers well, where he has built face-to-face relationships with them, and where they trust him or her.
Content marketing helps to capture the essence of this corner shop experience and use it to help businesses reach out and connect with their target audience.
It uses three special ingredients to do this: personalisation, customer-focus, and value.
Make Content Marketing Personal
The digital experience, as a customer, can feel very remote and impersonal. However, using online channels can personalise what a business can offer, providing they use them in the right way.
Social media provides the perfect, organic marketing platform, providing you have the kind of content that can tap into your audience’s likes, needs and concerns.
Just like the shopkeeper talking to customers over the counter, ensure that your content makes your audience feel like you’re talking to them, directly and personally.
Concentrate on the Customer
Rather than attempting to sell something to your audience, your content should be empathetic, offers something of value and sees things from their perspective.
By making your audience know that you understand them, this allows them to build trust in you.
Good shopkeepers ask customers how they are, what ails them, what they’re interested in. It’s about the customer, first and foremost.
Give Good Value
If you give something extra, freely, people appreciate this. It’s a proven part of customer service and it works for content.
Content adds value because it addresses issues and recognises problems, and you can offer it as free advice to your prospects and customers. What do you want in return? Enough to be able to build a dialogue with your audience.
Using certain tools and analytics, we know exactly who is taking an interest in us and, in some instances, know what their pains are before they have spoken to us. This enables us to have a much focused dialogue.
Content marketing helps businesses build relationships and trust. By explicitly not selling, you’ll be surprised at the opportunities that you can generate.