Today I thought I’d take some time to talk about something that many business owners today are confused with: marketing, marketing conversion, engaged marketing and content marking. It’s not easy to be in business in this crowded marketplace we have today, but there are people who are doing it and doing it well. Sometimes it’s about finding your niche and having the right price, other times it’s about who you are, but it always comes down to connecting with or presenting people with your offer to make the sale.
So let’s start with some definitions:
marketing: spreading the word about your product
marketing conversion: the percent of people who hear about/see your product and choose to buy
engaged marketing: “a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand.”
content marketing: “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Let’s talk next about the concept with the biggest difference depending on what you do or believe: conversion. It starts with difference between regular marketing wherein you’re trying to reach as many people as possible to get them to hear about your brand, and engaged marketing where you’re starting off not only qualifying people as possibly interested in what you’re selling, but having them get to know you. Regular marketing means you’ll have a higher number of people reached, but very possibly a lower number of conversions. Engaged marketing means that you’ll get in touch with fewer people but usually with better results.
Where does content marketing fit in? It’s part of the engaged marketing process. It’s one of the simplest, least expensive and fastest ways to get the word out about who you are, what you offer and what difference you make in people’s lives and why they would want to be part of what you’re doing.
Let’s now address the biggest questions most people have when it comes to marketing/content marketing/engaged marketing: the cost. Yes, in some ways it’s cheaper and easier to just simply market your business. You’re just throwing out a bunch of leads and hoping they get picked up. It’s not something you’re personally invested in, you’re just a numbers guy, and you like big ones. Yes, there is a lot of work that goes into engaged and content marketing, but it often gives you the chance to prove that you’re different from every other Tom, Dick and Harry out there in the same type of business, and connect with your ideal customers on a personal level which will mean more sales, more recommendations and more satisfaction for everyone.
Personally I believe in engaged marketing. I believe that each business should let their personal light shine and be unique. You can’t please everyone, so why would you want to market to everyone? No, market to those who will care, who will get invested in you and what you offer and will make all your hard work worth it.