Every business wants and needs more customers and yet it seems more and more are challenged by the changing tide of marketing.
For generations we relied upon mass marketing… direct mail, newspaper and magazine ads, radio, television, door hangers, local sponsorship’s… you name it.
But over the last five years marketing has experienced a massive shift as people trust advertising less and less and move away from disruptive forms of communication to searching online for what they need or want when it’s convenient for them.
In the last number of years I’ve witnessed an explosive number of new websites, social media accounts, blogs, videos and podcasts.
Of the hundreds upon hundreds of business owners I’ve had the opportunity to either talk with or service over the last ten years I can share the one common theme I hear over-and-over again is that they spend all this money and little comes back when it comes to digital marketing.
Because they see it as a mass marketing vehicle akin to a newspaper advertisement; just create a website, blog and watch them come.
Not so much, right?
In a recent LinkedIn thread I had an engagement that all I will say about it is; interesting.
I shared that marketing is different than advertising and one very confused person left a comment about passive income. I wasn’t talking about passive income I was talking about this very subject that I’m writing about today (Check out the video below I posted and the LinkedIn conversation).
Each business is different and there are many different industries and the reality is that we need both short-term and long-term opportunities. That’s the difference between advertising and content marketing.
Neither is right or wrong; but there should be strategies for both.
Unfortunately, too many businesses focus on the short-term; many times unintentionally. But that creates its own set of problems that keep them in chase and flight mode instead of attraction and opportunity mode.
All businesses have one thing in common; they meet the demands and needs of their customers who are able, willing and ready to buy from them.
That is if your prospects know you exist and why they should buy from you over your competition.
So I ask; how will the people who NEED YOU find you when they are ready?
Are you creating the opportunities to deliver your message?
Do you have a cohesive, consistent, relevant, inspiring and compelling message?
The online world is filled with noise and people who think they know what they are talking about but don’t have a clue.
How do you Mr. or Ms. Businessperson cut through the noise so that your audience who is able, willing and ready to buy from you finds you, receives you and buys from you because your competent, authentic and worth buying from?
As I said, it’s no longer enough to just create a website or blog and hope they will come. Every year millions upon millions of new websites and blogs show-up online with the hopes of getting new customers.
And yet only 20% of all businesses are even creating new content via blogging according to a infographich by IgniteSpot.
Here are a few other interesting stats:
- 90% of consumers find customer content useful
- 60% of consumers feel a company’s positivity after reading the site
- 70% of consumers learn about a company through articles rather than ads
- 81% of U.S. consumers trust advice and information from blogs
- Small businesses with blogs generate 126% more leads
Does knowing this information change your perspective?
It ought to… however just creating content alone will not suffice. You have to create the opportunities that will draw your audience to you.
How Do I Create Opportunities Daily?
Opportunities are everywhere, if you’re looking for them; but you have to choose to take the time to intentional about it.
I know, some will say; “Don, who has the time for that?”
To those I say if you don’t start making the time you may have plenty of it in the future if you’re not attracting an audience who you can convert into paying customers.
Unfortunately, there is no quick “get rich” way of doing this. It’s not easy and it’s not for the faint of heart. It’s becoming harder and harder to “buy customers” via advertising and it’s becoming more and more expensive to do.
But it’s also becoming harder as I said earlier to cut through the noise online and attract your buying audience.
So let me ask you a question?
Would you prefer to rely on a third party business like a newspaper to drive your sales? How about Google or Facebook? Would you prefer to rely upon them?
I will work hard for a few years to gain a raving set of fans that will help me and I believe in them so much as well that I will help them.
I may use those tools, but I rely upon the established relationships that create credibility and validation instead of just posting “stuff” that I hope people will see and click.
Opportunities to grow your business in the new marketing model I have bought into rely upon friends, referral partners, strategic partners and JV partners.
It’s all a form of networking that’s really not so new. How do you think successful business owners or large corporations do it? They don’t rely just on advertising or posting “stuff”… in fact when is the last time you saw a Southwest Airlines TV commercial? How about Coke?
See, they’ve embraced partnerships and they’ve embraced the web. Just check out Southwest Airlines blog; it’s phenomenal how they create opportunities through their employees, partners and customers online.
My Own Opportunistic Journey
As I said earlier, opportunities are everywhere.
Last week I wrote about networking online and shared a number of my good online friends. Without them I would not be where I’m at.
I have a fast growing website, new clients weekly, and an award winning blog. Not bad for just a little more than a year’s work.
In addition, I created an opportunity through a local Interstate Battery franchise owner who helped me with an issue with my batter and in turn I blogged about the experience. That ended with me being featured on the blog of Interstate Batteries. Check out the article here
Pretty cool opportunity isn’t it.
That led me connect with an NFL player (I’ll leave unnamed for now) who I may work with after the season is over.
Today I am recording two training videos with InstantETraining.com.
In addition, Ana Hoffman included me in her Weekly Skinny at trafficgenerationcafe.com.
Just today I was featured in two blogs. One was on Brent Jones site where he interviewed me on a video titled “Find Targeted Readers with Don Purdum” and the other was on Tor Refsland’s blog titled “117 Tips On How To Set Goals From Successful Entrepreneurs”.
This week I will be speaking in Washington D.C. in front of successful business owners who are ready to take their business to the next level and this weekend I’m leading a blogging seminar in Frederick, MD.
In June I was featured as a guest contributor on Adrienne Smith’s blog in an article I wrote titled “Your Coming Dilemma in Online Marketing”.
I had the unique opportunity to coach Adrienne and she is amazing as a business owner and leading blog expert. She has shared me across the web with her audience and I’m so grateful for her. It’s pretty safe to say she is a raving fan!
Opportunities are there and I’m going to continue building momentum and capitalize on them.
Here is the key… start small, build momentum and grow.
Content is Not Enough!
The truth is you need inspiring, relevant, compelling and consistent content. But as important and often neglected is what you do to capitalize on that content?
It’s all about networking online and creating the opportunities for that content to be found.
The internet works different today that it did even eighteen months ago. Here is a video that you can also find on my “Begin Here” page that covers it in greater detail. I hope you will take a few moments to watch it.
Your audience is not going to find you by osmosis.
Like I said earlier, I’m not going to depend on Google or Facebook to deliver my message. Why should I do that when if I work hard, create the right partners and make the right friends they will help do it for me?
When you create the right opportunities it’s amazing how more opportunities are creating through a search engine or social media site.
I’ve been featured or linked to thousands of times over the last year. My audience comes because they discover me in all kinds of places online and my message resonates with what they need. Just like I shared above the opportunities are there if you’re willing to learn, work, build new habits and build your business for the long term.
Are You Stuck in Chase and Flight Mode Instead of Attraction and Opportunity Mode?
If so, you don’t have to stay there. There are two dominate reasons businesses are not successful in digital marketing or even marketing and sales in general:
- They don’t have a message. According to the 2015 B2B Web Usability Report, nearly 50% of respondents said the #1 reason they left a website immediately was because of a lack of a message. Do you know what business you are “Really” in?
- They don’t create the right strategies that are informed by their message and therefore end up trying to talk to everyone and end up reaching no one.
Do you want to learn more? Are you ready to discover the opportunities that are out there that you are missing?
If so, I want to offer you an opportunity to spend up to one hour with me for free on a call. There is no obligation or commitment and I guarantee that you will learn at least one thing that can help your business today.
If you want some proof, check out what others are saying about the difference I made for them. You can also learn more about how the internet works for your business by visiting my “Begin Here” page.
Do you have a question, comment or idea you would like to share? Please, engage with me in the comments below and talk about it!!!