Traditional Marketing vs Content Marketing

“Traditional marketing talks at people. Content marketing talks with them.”

In content marketing, you tell the audience or customers something and they have a medium to express themselves and share their feedback which you can respond to further…

Vs traditional marketing where you just put up advertisements, tell the audience about your product etc and expect them to be convinced. There is no listening going on here.

When you have a communication channel open with your audience, you get feedback. You get to know what your customers really want or don’t and it helps provide better solutions and build trust.

Use the power of Content Marketing to grow your business. Don’t use it as another form of traditional marketing.

Don’t just talk to your audience, talk WITH them!

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The same is the case with brands and their customers. People will believe you once. If you fail to deliver what you promised, they will doubt you every time.

But this is something you can also take advantage of when building a brand.

Commit only what you can Deliver – Broken Promises Hurt!

Make promises for what you know for sure you can deliver. When you fulfil your promise, you are, in the most subtle way, making your customers believe in you. Even better, if you can deliver more than you promise.

Or put in other words, always promise slightly less than what you believe you can deliver. That ways you will have cushion just in case something goes wrong and if everything goes as planned, the customer gets more than what you committed. That not only builds trust but also a lot of positivity about the brand.

Never commit if you are not absolutely sure you will be able to keep it.

When it comes to making promises, never overestimate yourself. Be realistic!

Making promises and keeping them is a great way to build a brand because building a brand requires gaining trust of customers.

So keep your promises and keep your customers happy!

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But that percentage has reduced drastically over time. This can be attributed to various factors.

Possible Reasons why 90% trust peers on social networks while only 15-18% trust brands!

• People are becoming more and more aware.
• There are a lot more brands offering the same products and services than there were earlier. With multiple choices and every brand claiming their product to be the best, it makes sense to ask for opinions from people who have already used the product.
• Also, with the rising competition, the quality expectations of the buyer have also gone up.
• Another truth, however hard it may be, is that lot of brands promise a lot more than they are delivering. Many brands have also been found to be misguiding the public for years. This has also led to mistrust towards brands as buyers become more aware.

Whom would you trust more?

A) Brands – What they say about themselves.
or
B) Peer Reviews.

Today, 90% trust peers (and even strangers) on social networks when it comes to reviews about a brand.

It is hight time to adapt and change the game!

So if you are still practicing the same self-advertising using promotional content and have not already optimized your marketing strategy to leverage the social aspect, then it is high time you do that.

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In today’s world, where everyone is busy, the general notion is – Who has the time to help? and Who helps for free?

So when you share your knowledge or give away information that helps people, they start trusting you. They see you as their well wisher, not a sales person who is out there to sell them something.

Moreover, you come across as someone knowledgable and expert in your field.

Once you have that kind of trust established, when there is something you are charging for, people are more likely to trust that you will be providing quality.

In fact often it so happens, that people would themselves ask you if you can provide a certain service they require because they trust you and your knowledge already.

Holding on to and gaurding every little info you have, on the contrary, might harm you in the long run.

Knowledge can not be suppressed. Those open to learning will find some source any how and also there are enough people out there who believe in sharing their knowledge.

So, share your knowledge. Don’t gaurd it! The more info you give away, the more people will buy what you have to give.

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For any business, whether online or offline, the ultimate goal is to get sales. And it depends a lot on how you market your products or services.

One way is to pitch your ideas, products or services to prospective clients/customers and a lot of businesses do it. But more often than not, this strategy doesn’t really work well in the long term.

Reason: Who likes to be sold anything? I believe, no one!

It is not that people don’t love to buy. They do! But let’s be practical. We are more likely to buy something when WE WANT IT rather than when someone tells us that we should buy it.

What is wrong with a Sales Pitch?

The Problem with a sales pitch is that the moment a person realises that you are trying to sell something to them, they are less likely to be open-minded about knowing the product.

Alternative: Come across as helpful!

On the contrary, when you OFFER something, you are coming across as being helpful. It is more effective because offering something shows your genuine intention of helping rather than selling.

Why?

When a person is looking for something or trying to solve a problem, and you offer a product or service as a solution to his/her problem, there are much higher chances that the person will look into it with an open mind.

Offer is Better Than a Pitch

Such an act of offering something without selling, helps you earn the customer’s trust. This, in turn, will improve the chances of the customer coming back to you.

When you offer something, the customer sees its value and brand. When you try to sell something, the focus is on the fact that “you are trying to sell something to them”.

Build Trust with Customers

So let your customers know that you value them and thinking of them first rather than focusing on how you can gain by selling you something.

Help your customers and you are more likely to get a sale. And not just once but recurring sales.Because once you have your customer’s trust, they will prefer buying from you even if someone else is selling the same product.

And as a bonus, they are also more likely to recommend you to others as well.

Do share your views in the comments

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But just writing a good piece of article and hoping for it to do wonders is not going to work. It has to connect with your audience.

Identify your target audience. Understand what they are looking for and then write as if you were trying to solve one of their problems in a way that they can easily understand.

If the reader doesn’t understand what you have written or does not find what he/she was looking for, then it has no value for them.

At the same time, if they connect with it, chances are they will explore more and also share it further.

And remember, readers sharing your content with others is a lot more valuable than you sharing your content on multiple platforms yourself. People are more likely to trust other people recommending a brand rather than the brand itself.

So make sure, you are writing the content with your audience in mind.

As Jamie Turner said – The only way to win at content marketing is for the reader to say, “this was written specifically for me”.

Do you agree? Share your views in the comments below

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1. Make sure the customers are aware of your brand/product.
2. Create respect for your brand among your targeted audience.
3. Ensure that your brand comes across as trustworthy.

That’s all you need to sell your product. Once you have earned the respect and trust of potential buyers, you won’t have to go out and scream to the world to buy your products. The customers will come on their own. And the conversion would definitely be higher.

Do share your views in the comments

For more tips and updates, follow us at  @amazing_marketer

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As Seth Godin rightly said “You can’t fool all the people, not even most of the time. And people once unfooled, talk about the experience.”

People are still more likely to believe their friends, relatives or colleagues, or even strangers when it comes to reviews of the brands! You can convince the potential buyers that your product is great and make them buy once. But if it isn’t really what you are portraying it to be, they will soon find out and won’t come back.

You can mislead them once but not every time. And if you are actually delivering much less than what you committed, they will not stop at just not buying from you again. They will convince everyone they come across interested in your brand to not buy from you too.

Just like you can use the power of the digital medium to advertise your products and services, the customers can too, to leave reviews and ratings and vent out about their experience on social media.

And no matter how good the ratings are online, if someone shares a negative experience about a brand, people will be skeptical of buying from that brand. They may even share the story further even though they have not experienced it personally.

So, deliver what you promise or more, but never less. Don’t try to mislead the customer for small gains. Think long-term. Make your product or services stand out and strive to create a long-term relationship with your customers!

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