Think about it. In marketing, we’ve changed from spending money to interrupt people with advertising — to marketing absolutely everything we make and everything we say and do. Across the board, consumer expectations are changing and as a result, the nature of marketing itself must change.
Forbes estimates that today’s consumer completes two-thirds of their decision-making research before they engage with a sales person; 75% start the process with an online search; and 76% leverage their own networks for guidance and advice.
Now I know I’m preaching to the choir, but we’ll see an increasing reliance on these connections and less on the messages we deliver. We must be part of these dialogs – we must find ways to engage potential customers in ongoing conversations. And, to be seen as a valuable part of the dialog, we must create content that is important to them.
That’s where we must start. Then we can build up to a discussion of the merits of our product and services versus others. But, first and foremost, we need to ensure our content is rooted in their needs, and the business problems they face.
If we’re able to do that, we’re going to get their attention.
What are you doing today to engage your potential customers?