“Your prospects aren’t going to buy your stuff until they get the answers they seek.”
- Perspective into how to approach social media/content marketing… Marketer Barry Feldman, writer for Social Media Today, and owner of Feldman Creative.
Give away what you used to charge for when it comes to content and answers. Nonprofits, in particular, need to approach this differently with old membership models. All organizations need to think becoming a resource that spoon feeds information in bite-size chunks that are easy to find and digest.
(Harvard Business Review is one model maybe to consider - they provide context and findings on any given subject, with deeper insights on any subject available when you pay a subscription fee. They also provide a free blog with experts in their network providing perspectives all the time.)
Companies need to move away from traditional thinking when it comes to marketing and advertising. Social media is NOT just another way to push out information online.
It’s called “social” for a reason…
It’s a relationship to share information once trust and like-ability has been established. You can advertise all you want but if your company may not even appear in a search leaving prospects to wonder, how great are you really?
Have others do the talking about you in other places online and find ways to appear online or associated other sources your target audience relies upon.
Maybe social media isn’t where your audience goes. Do you know? And maybe your CEO isn’t the best person to do the talking (especially online).
(This is where knowing your audience and brand are essential.)
In general, don’t preach but teach. Provide information people can actually put to test and use without hiring you. Once you become a trusted resource, you’ve also got a qualified lead on your hands.
As the article on content marketing in Entrepreneur.com concludes:
"By answering…questions preemptively, you’ll both demonstrate your thought leadership on the subject and cut through the clutter of content that doesn’t provide information your audience is actively seeking."