About marketing-things you want to know but don't ask

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Have you ever noticed that the best part of lectures, panel discussions and public interviews is at the end-the audience and the speaker interact and ask questions? In the last two years of writing in this column, I realized that the best part of the column is actually the same place. You can say that my favorite ideas come from the questions you raised with your hands after reading my words.

As a person who talks and writes about marketing, I gather the ability of my peers, John Jantsch, to call the "frequently unasked Questions", the Fuq (web Word, not the normal usage), to be quite good. Fuq is the kind of question that people should ask without asking for an exit. Sometimes the problem is so deep that their knowledge is not in the position of being able to ask, sometimes they don't have the opportunity to ask, sometimes it's because they're shy about asking for the exit, and they're afraid it's too simple or vague.

Sometimes, however, the meaning of Fuq goes beyond the literal questioning-it is the problem that contains the problem.

What should be the most important marketing activity as a small business?

The most important, and most obvious, is to lay the "content" as the cornerstone of your marketing campaign. But before you start running a blog, a YouTube channel, a Twitter or Facebook page, you need to do some preparation. Think clearly about what you want to say and why you say it. Identify your mission (what makes you different?), highlighting your voice. On a higher level, look at the point you're trying to make: how you sell things that improve their lives, share their burdens, and ease their pain.

Remember, your value is not in what you do, but in what you do for others. In other words, there is no need to say more about your product features and focus on what it will do for your customers.

This seems to be enough of a basic sense. But for entrepreneurs and the owners who live on their business, it's tricky to build a worldview with a consumer vision center. In Simon Sinek's book, "Why Start with the Why", he has repeatedly advocated the idea that people won't pay for what you can do, but they will be willing to pay for the reasons you do. So, if you want to be effective and close to your customers, start explaining why.

Why is content marketing marketing so important?

Content marketing has been a part of the marketing mix. However, some recent developments have made it increasingly important.

The development of technology eliminates the barriers to release. You need to spend a lot of money and access to a place in print to build and advertise your product on a large scale, in other words, you need to buy channels to reach the audience. And now, any one of us can build a content and then connect directly to the kind of people we want to contact, and further, based on this content, we can find the products or services we sell through Google or public media recommendations.

About Public Media ... It's not just about building a content that you can be searched for on the web. Instead, each of us needs to get something worth sharing-because your update is to grab the attention of my friends and relatives in the public media. This means that your content must be good enough to attract my attention, it must be valuable: it must be able to impress me with what, or what to please me, or tell me what.

Consumer habits have changed. Your sales campaign was the driving force behind the frontline. Now the Internet is playing an important role; consumers are spending online, Google searching for answers and links, and looking for recommendations and advice on Facebook, LinkedIn and Twitter.

Who really pays attention to what I have to say?

Now everyone has a chance to publish content, and this world of speech is much more noisy than before. And your idea is right: not everyone will pay attention to you. But you're trying to sell to everyone, aren't you? The kind of people you want to come into contact with, the problem they face is that they can solve it through your business.

That's why the attraction of your content becomes so important. What we instill into the public is a fixed content of a foundation. So the really compelling content is what needs to be retained after the cut. If a business is only aware of reprint press releases on its official blog, but does not understand why there is no reply, the enterprise is not able to succeed.

Of course, what is retained after the cut is not necessarily viral content (viral content, viral contents, contingency, not the result of strategic planning). In marketing expert Len Stein, it is better to say that the influential content is "full of practicality, inspiring, sincere and moving." In other words, its content should meet the needs of users, in any way with their best resonance.

That's a pretty good question, isn't it? Basic, but important--typical fuq.

Via:entrepreneur/Author: Ann Handley (famous marketing expert)