05 Jul Marketing 101
You are probably here because you’re trying to sell something—likely a product or a service. If this is the case, then YOU ARE A MARKETER.
Consumer behavior has changed a lot over the last few decades. The Internet didn’t exist twenty years ago, and consumers were much less informed than they are now. In today’s consumer landscape, buyers are very informed, and they do their research before they spend money. Consumers want to do business with people they have a relationship with, so they do their due diligence (on the Internet) and decide who they think is best suited to receive their hard-earned dollars.
Imagine if someone looks you up on Google to see if you’re credible and finds your book listed on Amazon, which shows that you literally wrote a book on the topic. Yup, you just closed that client. This happens every day, but very few people are doing it because they don’t know how. Keep reading and I’ll share with you how easy it is to explode your business using this approach.
What is different about today’s world is that customers are looking to be loyal and long term. They don’t want to be seen as just customers. They want to build long-term relationships with the people and businesses they give their money to.
If you are not marketing to TODAY’s CONSUMER, you will not grow your business.
It might seem obvious to say that consumers have changed, but most entrepreneurs, professionals, and leaders are still trying to reach their market through outdated marketing approaches. The marketplace is rapidly changing, and as marketers, or people trying to sell something, we need to stop using such techniques.
If you want to grow your business, all you have to do is update your marketing tactics. Most marketers have not changed the way they try to interact with their customers even though their customers have changed dramatically.
People all over the world are trying to sell products and services using tactics that made sense decades ago, but marketing today requires a whole new approach to growth.
Most marketers are trying to grow their business the wrong way—they are trying to find their clients. They place ads hoping that people will see the ads and call them. For example, real estate agents still seem to think that if they advertise on a bus shelter or in the daily newspaper people will call them. They won’t. This model is broken.
Today’s successful marketers have learned that the new approach to growth requires the customer to find you.
These people focus on the 80/20 principle (Pareto’s Law)—that 80% of the outcomes come from 20% of the actions. In other words, today’s successful marketers are working smart and getting fantastic results, and everyone else is working hard (or spending lots) and getting mediocre results.
Traditional marketing, such as taking out an ad on a bus shelter or in the newspaper, does not work because it relies on the unknown. No strategy is involved—just the hope that enough people will see the ad, and someone is bound to call eventually. This is not a good strategy because more than 99% of the people who see the ad are not qualified. They are not in the market for your service, so, in essence, you are wasting 99% of the money spent right off the top. If this is you, stop.
Today’s successful marketers put their efforts into only what is already a known market—they want to market to people who have already shown an interest in buying. What’s good about this approach is that the customers find you, not the other way around.
Stop chasing clients! Make them come to you!