Advertising bombards us all the time. Tuning it out as best as possible seems to be a matter of self-defense.
How then can your business gain visibility and credibility? How can you build trust? And at some point, how can you make the sale so that you can feed your team, your family, and yourself?
Today, I attended an excellent talk by Trinidad Aguirre, the “Hispanic CMO.” He spoke at the Chamber of Commerce in Lewisville. Trinidad gave us five excellent tips. I want to focus this nugget on one point. Even if it is likely not a new point, we must not forget it.
Provide Value Instead of Rushing To Sell
The point is: Always provide value in your marketing rather than “sell, sell, sell.” Give helpful, tangible information.
Let’s say you are advertising (or posting for “free” – it still takes time) on a social media channel.
Your first job is to hook the reader. There has to be enough intrigue to catch someone’s eye.
If the hook works, you get a few seconds during which the viewer decides: Is this of interest to me? You want to provide value here. Surprise them with how valuable it is that you provide.
Most often, the third component of an ad, the call-to-action, should not be an offer to buy. Instead, offer more value. Offer the opportunity to learn more. You might invite them to a blog post, a video, or a webinar where, for no money at all, they can learn more about what matters to them.
Video marketing is powerful. Explainer videos, social media videos, presentation videos, and genuine video testimonials provide value.
Then, after you give that value, it is okay to offer to book a call with you/ your company.
When Is Value-Based Marketing Most Critical?
This is educational, value-based marketing. It is especially critical when
- What you sell is a “considered purchase” (buyers think about it and research their options)
- You are selling something that is “invisible” (e.g., a lot of professional services fall into that category)
- Your future customer or client needs more education to understand the value you bring
Before You Even Begin
One more thing: Before you advertise or post a bunch of things, be clear on two things:
- What do you want to achieve? How do you measure success?
- Who is your target audience, and what value can you provide them?
Be willing to test and refine. Your initial advertising budget will enable you to collect data on what works and doesn’t. Without well-defined business objectives, you can’t evaluate your success or lack thereof. My friend Robert Donnell from P5 Marketing often says people give up too quickly. That makes sense to me. Marketing is an art and a science; experimentation is vital.
Look At Your ROI
I appreciate that Trinidad talked about ROI. Of course, you want to engage people. Getting “likes” is fantastic. Ultimately, the question is this: Do you have enough people interested in getting more value? Are they willing to go to the next step with you?
For example, are they curious enough to attend a webinar or click on a video or post of yours from that first bit of value you offered? How far down your pipeline are they going?
- How do you market what you do?
- How do you share your brilliance?
P.S.: I appreciate you commenting and sharing this Brilliance Nugget with others. Thank you!