Creating digital marketing success means addressing what your prospects do care about: what you can do for them.
Your prospects don’t care about you. They don’t even care about what you do.
If your digital marketing talks about you and what you do, not only will you have a great deal of trouble attracting your target audience, you’ll struggle to hold their attention.
Contrast this with content marketing that focuses on two different things instead:
- The problem your prospect needs to solve
- The benefits they’ll experience working with you
With that shift, you now stand a fighting chance of gaining not just attention, but even the beginnings of trust. With that trust, they may allow you to ask for their email address in exchange for a guide, white paper, or eBook that helps them in some way as they learn more about their options.
For better or worse, the balance of power has shifted in most transactions today, whether B2B or B2C. It is now the buyer who holds the majority of the power.
They not only have a thousand ways to keep you, the sales person or marketer, at bay — callerID, inbox filters, assistants adept at screening calls — but they also have the ability to gather all of the knowledge they need to make an informed decision. (When was the last time you walked into a car showroom and didn’t know as much or more about the car you were considering, and its pricing, than the salesperson?)
In the end, what makes your prospects care about you is your willingness to educate them and your focus on their needs. The former allows you to gain their attention. The latter allows you to hold that attention far enough into their buying process that you can make it onto their short list once they’re armed and ready to interact with a sales team.
