Creative New Ways to Capture Markets
Do you approach marketing
communications the same way, even though consumers and the people who manage companies
are receiving communications differently? We’re accustomed to thinking in
traditional ways and it’s sometimes difficult to recognize trends in communications.
Today, marketers often
approach markets directly, head on, thinking that the direct route is the best
key to gaining access. However, with every other professional marketer using the
direct route, consumers and business prospects are inundated with the same messages
via the same vehicles even when they’re not interested. That makes most
marketing communications a spam campaign and an expensive one.
Is there another approach
that might produce better marketing results for your company? Yes, search engine marketing provides that opportunity. Millions of searches are done every day and search
engines are particularly good at finding what people are interested in. Search
engine optimization professionals make a living at making people’s searches
successful. However, there’s an interesting bit of room for creatively fashioning
how people find a business solution or consumer product. If you can get to your
target audience a unique way where none of your competitors were present, would
your prospect’s mind be more open to your communications and sales pitch?
None of your competitors are present at that moment in time and the prospects
guard is down. Indirect contact. Does anyone want the opportunity to play golf
with some important executives? Is that an indirect communications opportunity?
The Indirect Technique Via Search Engines
Search is very important to people and the latest research reveals
that people who search online search a number of different ways to find what they’re
looking for. Each set of search results delivers a different number of companies
and information. So, by having a variety of content on your site, you can maximize
the variety of ways prospects become aware of your services, products and your
company.
You may have a variety of products and services and serve a variety
of end users. Why not broaden your content to respond to those end users and their
search behavior? Instead of a laser focus on a small keyword set that directly
describes your products/services, try a content approach that puts you in front
of these prospects with respect to their actual needs.
It seems like a no-brainer to be customer-centric, but many companies
that think they are customer centric are actually missing from the prospects sphere
of activity. They’re simply not in the customer’s space. In developing
content then, you want to start with your customer and develop a presence that
is in tune with what they’re into.
If your company has a laser focus on its core essentials and
doesn’t go where your customers are, then that makes you irrelevant. Search
engines listings are all about relevance. So stop to think about what relevance
means. It means you’re where the customers are.
It’s tough to be where the customers are because
they may be all over the place. By studying and identifying their search for solutions
(i.e., search engine searching habits) you can be front and center with your customers
without having to compete in the direct marketing drag races. Step back, be creative
and the end result will far exceed what you thought was possible.
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