Giving away “FREE” information may open many doors…

HoldOnTighthow can people trust your content?

Many have said it’s what you do with the advice that counts. The choice is yours. Here’s my take on the free-content free-for-all and how you can get better answers. This was an actual discussion on LinkedIn that led me to write this post.

Be a specialist in your field

As a marketing professional with 30 plus years of experience I have a lot to share. But as a marketer I know I can’t be everything marketing to everybody, so I must focus on my target market and use my skill set of direct marketing and mail to reach prospects.

In order to get the best results with direct marketing, mail and social channels, I know a strong focus on what a customer wants or needs is paramount to any marketing success. As I learn more about customers, it’s time get creative, test and analyze the results. This is known as customer-centric marketing.

The analysis leads to a more relevant marketing message. An exciting offer is the final push to buy. A message is sent via a preferred marketing channel to a target market while we eagerly wait and add up the responses.

There is always a plus and minus number of the anticipated response due to the many quirks of human nature. But it’s another chance to learn something else about customers and make the next message more responsive.

Share advice via social media

Social media conversations are unique but there are ways to help determine the importance of informational content.Sharing

I join groups on LinkedIn where I think members of my target market exist, and share potential relevant marketing information that may hit my target market. It the group was a “miss,” I move on to another.

Or I can tweet a targeted message with an offer to learn more, by adding a link to this blog or a website. However, unlike an actual meeting I must wait until the receiver of the message responds.

A dialogue using social media just as one could in an actual meeting must occur. In direct marketing we call that a “hook.” The “hook” creates interest and next you need an offer to set the hook.

This offer could be anything that brings people together to have a conversation but definitely not a cost.

Excitement occurs when it leads to a dialogue. Both parties have time to ask questions, listen and learn. If an agreement to continue the discussion is made, usually the next option is to describe a good working relationship that enables both parties to reach their goals.

Use information in a Face-to-Face opportunity

I can use all of this direct marketing information I collect when I meet people face-to-face. If during a dialogue there is interest in my direct marketing and mail expertise, I can focus on 3, 5 or 7 ways to help the person with a marketing problem.

A summary

The key point is listening or reading “between the lines.” Check out credentials and profiles that you can find on LinkedIn. I “listen” to a discussion on LinkedIn or Twitter and respond to anyone that starts talking about a marketing problem that I know how to solve.

Researching the person and their company leads me to paint a picture in my mind of this person’s customer base, their product or service and what similar experiences I had relating to a similar marketing problem.

Do you have questions?

If you have some marketing questions please leave a few in the comments area below. Comments are sent to me so you’ll get my answers to your questions.

Remember the importance of having a dialogue is so each of us can learn more about each other’s business. I’m listening and hoping I can help.

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.



© 2013 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art or John Deuerling.

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About MarketingDoc 398 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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