“Marketing is a contest for people’s attention” – Seth Godin
Today we live in a world that is becoming more complex, volatile and competitive for businesses just like yours every day. Consumers have more choice than ever for where they spend disposable income, and in order to succeed you need to find new and innovative ways to win their attention.
Traditional advertising is just noise in an already crowded marketplace. To win over today’s consumers you need to provide value, information and support that in the old economy people would have paid for. But there is a catch, you have to give this away for free.
By creating content specifically designed to appeal to your dream customers, blogging attracts qualified prospects to your business and keeps them coming back for more. Blogging is a marketing activity that brings visitors in, rather than marketers having to go out to get prospects’ attention. You earn the attention of customers, make the company easy to find and draw customers to your website by producing interesting and helpful content. It requires a long-term mindset and commitment to better understand your customers’ recurring challenges and interests.
Once people come to your website the goal becomes converting them into email subscribers – and using email marketing to nurture them into customers. The best way to do this is to create premium content such as eBooks, free courses or white papers to encourage site visitors to give up their email address. Once they are a part of your community, they will be taken on a journey using an automated series of email messages that takes buyers through a typical path to purchase.
