If you read the earlier post on the importance of understanding your buyers using buyer personas then you are well on your way to getting started with marketing.
I’d also like to point out that the financial problems in the Wall St. Journal, like McDonalds, Wal-mart, and Cisco (bad numbers) point to need to develop better understanding of buyers and to do better marketing.
One of the guests on Marketing Made Simple TV (The show was held up due to my big injury and hospital stay) will be relaunched soon - probably with a new name like Simple Marketing TV, because someone took the old domain and http://www.simplemarketing.tv is available.) was Joe Pulizzi, founder of The Content Marketing Institute, who was a guest on the show and wrote the book Epic Content Marketing - how to create great content and do less marketing.
One important thing to do is to create a range of content matched to a buying process. I suggest if you don’t have a process in mind, you use the one found in our great white paper, How to Find New Customers, originally sponsored by Marketo. (Click the link to download it for free.)
- Untroubled/Unaware - either don’t have a problem or don’t care about it.
- Have Problem
- Need Solution
- Whom to Consider?
- Who’s Best?
One thing I recommend is if you don’t know the stage of the buyer, go for step 1.
I also suggest you start with a blog like this one. If you can create content frequently, the blog can become your home page for content.
Be careful. Focus on quality and not quantity. To quote a post at The Content Marketing Institute:
“Products solve problems. If you’re a good content marketer, your content solves problems as well. Content that doesn’t solve a problem for users is just a distraction or a waste of time. Consumers need a reason to expose themselves to your content.”
He’s right. Don’t let your content give away your product.
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This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor - President of Find New Customers. You can follow me on Twitter at @fearlesscomp