There’s a lot of confusing talk around ‘new marketing’ so we thought we’d stamp our style on it to try and make it clearer. Even if it’s flavour of the month at the moment, at heart, it’s still sales and marketing. Just sales and marketing wearing different clothes, and talking in a way that’s easier on the ear and far more popular with your buyers.
New marketing requires different skills from those of the traditional approach. Potential clients just don’t want to be sold to anymore, in fact pushy selling hits the wrong note these days.
This was in my Twitter feed today.
Your audience won’t accept the old-style hard sell. Cynicism is epidemic.
We want to make up our own minds, thank you very much. Kanye West of all people summed it up supremely in a recent tweet:
Just hand over the information and we’ll do what makes best sense to us. The Internet gives us access to all the information we want. Your job is to provide us with the information we’re looking for and make it easy for us to find you.
If you want to please your clients and get success from your marketing today, you need a different approach. Wrestle access to your services away from a small sales pool, and spread news of them far and wide. Shape your messages differently, put together something solid that proves your business credentials, and engage more.
Here’s Valuable Content’s quick guide to ‘old’ marketing vs. new marketing, and our take on why the new style works so well.
‘Old’ marketing non-essentials
- A flashy website filled with sales spiel.
- Costly press advertisements.
- A glossy brochure.
- Pushy salespeople.
- Begging the trade press to write about you.
New marketing must-haves
- An engaging website that potential clients will easily find.
- A social media presence that makes connections.
- Great word of mouth recommendations.
- Trust building proof of your word.
- A stack of valuable content for use at every step.
Both the ‘old’ and the new style are trying to attract the attention. Both ways try to make your message memorable and sell your products and services. It’s the shift of focus that makes new marketing a better proposition for business owners. Getting to grips with how your clients think, understanding their needs, being clear about the problems you can solve for them gives your business an advantage.
And starting is not that hard. It just means listening, asking questions, and more listening. Take the spotlight off your services, and shine it on your clients. What problems are they grappling with? How can you help them?
Use this knowledge to create the kind of services your clients want, and build your content around it. New style marketing never underestimates the intelligence of your clients. So if you’ve done your homework and your offer is right, there will be no need for the desperate ‘sign up now’ calls. Your clients will come to you.