Back in the day, it was sometimes enough to slap up a site and open for business, and you’d most likely do okay. Not any longer. Competition is keen, and those who don’t recognize that delivering value is the principal goal of any business online are going to end up struggling to make ends meet. This is particularly true in relation to marketing via email or social media. Let’s take a look at why this is so.
The primary reason is that it will help your brand get noticed in a sea of mediocrity. Keep track of conversations online and you’ll see, for the most part, two types: ones that slam a business or product and ones that effuse praise. Just about anything is ignored. Making these folks talk about both you and your brand in a positive light is your job, and the best way to do that is by over-delivering. That can take place in many ways. It might mean delivering unannounced bonuses, sales, appreciation gifts and more. Each of these can delight the customer, who will subsequently share their experience and also return for more!
Why email and social media are special cases
When it comes to marketing using email or social media, slightly different rules apply. You are held to higher criteria here. While your site is expected to sell, email and social media are a bit trickier. While both of them are still technically permission-based, neither audience is keen on endless marketing messages, and will revolt by unsubscribing or un-following you. While email has long been a marketing vehicle, greater competition and a social media trained audience demand you deliver value. This in reality helps, as it builds the know, like and trust factors so necessary in developing a lifelong customer. In social media, the key is to get them intrigued enough in your brand or products that they wish to opt in and go to the next phase with you. Once you’ve learned the art of subtle persuasion and managed to get them on your email lists, they’ll be much more inclined to hear your marketing messages.
Make value your mission! If you do this, regardless of what medium you are working in, you’ll discover a much more responsive and loyal crowd!
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