The words “marketing and sales” are not interchangeable. Marketing is all about building relationships, and sales is about making money now. Marketing and sales can work together and complement each other nicely, but don’t make the mistake of thinking that they are one in the same. Let me explain.
Here are 5 secrets that top marketing experts don’t want you to know, and some practical advice to start implementing these secrets.
1) Focus on Building Relationships Instead of Trying to Sell
The More You Push, The Further They Run
When people shop, they are looking for to buy from someone they can trust, because there is so much competition out there. The competition has always been there, but thanks to the internet, anyone can find any business’s website and see what they’re all about.
If a potential customer sees that you care more about helping them solve their problem than trying to make a sale, they will bring in a sale for you. They may not buy right away, but they may come back later after remembering how much free advice you give away on your blog or YouTube channel. Or they may never buy from you, but they’ll at least spread the word of how awesome you are to their closest friends and family, which is the ultimate source of trust.
For another practical tip, try sending out emails to your subscriber list that doesn’t ask them for anything. Maybe just share something you learned that will resonate with your audience, or even just tell them about your day. The more personal, the better.
The best way to send mass email campaigns that look personal and not promotional is with GMass.
2) Understand Where the Attention is Located
Utilize Social Media and Optimize Your Website to Boost Sales
What’s the first thing people do when they’re watching a show and a commercial comes on? Whip out their phones! People are on their phones all the time, even when they shouldn’t be.
Go ahead and cry about how awful it is that people are on their phones 24/7. That’s not going to change anything. How about instead you use it to your advantage?
Check out these tools as well to learn more about leveraging the attention. Digital marketing is moving fast. Can you keep up?
3) Inbound is Greater than Interruption
Connect with People Searching for YOU Instead of Interrupting Everyone
Be honest with me, how annoyed and frustrated do you get when you get interrupted by a pop-up ad? Or how many times have you actually clicked on a banner ad that had nothing to do with what you were reading about on the internet? Interruption marketing is more than just TV and radio commercials.
Inbound marketing is finding the people that are looking for you, whereas interruption marketing is getting your product or brand name ingrained into people’s heads. It’s the reason why big brands are obsessed with catchy jingles and memorable tag lines.
So why is inbound better?
Simple. It’s because there are people out there looking for YOU right now. They have a problem or want that only you have the solution to.
Spend your marketing dollars on learning how to rank in Google when people search relevant keywords instead of spending it on your first radio, TV, or pop-up ad.
Just because all of the large brands are spending millions on producing TV commercials does not mean that should be your goals as well. Times change. Don’t be like the people who get stuck doing something one way because that’s how it’s always been.
4) Grab Attention with Headlines
Come on, Nobody REALLY Reads Every Word
Most people are scanning the headlines and reading only the sections that apply to them. And even then, they usually only read the first couple sentences and move on, unless your content is incredibly engaging.
Make sure your headlines are clear, convincing, and edgy. After reading your headline and subheadline, the reader should know exactly what to expect in the article, blog section, or video.
Here’s more practical advice for you.
5) Know Your Audience
Don’t Try to Sell to Everybody
The more you know about your ideal customer the better.
Try picturing one specific person that your product or service is perfect for. What motivates him? What are his interests? What does he wear? How does he spend his time? When you start thinking like you’re selling to one individual instead of a group, you can attract a more specific audience that is likely to purchase from you many times, instead of trying to appeal to EVERYONE. You can start to be more detailed and unique with your words as well, versus saying generic phrases that everyone’s heard before.
Marketing is Always Changing
I’m pleased to see that marketing is turning towards giving and cultivating personal relationships. The days of interrupting people’s time to push YOUR agenda are over. Focus on long-term relationships, not short-term sales.
What has worked for your marketing strategies in the past? I’m always eager to learn more.
Drew Klebine: Content Marketer, Tech Writer, Philosopher, Musician
Drew Klebine is a Content Marketer, Tech Writer, Philosopher, and Musician from Pittsburgh, PA. His writings focus on modern marketing practices, software reviews, upcoming technologies, brand and product promotion, health, self-actualization, religion, and existential philosophy.
Lead writer and co-owner of uxax.org, where we help you understand the integration of user experience and analytics to power an amazing product.