Ours is ZERO dollars. It’s true. We are investing zero dollars in marketing and we are confident that our business will grow. How confident are we? We are doubling down on our content marketing strategy. We are putting all of our resources into developing quality materials that our clients will find useful enough to read/view and share.
We expect this strategy to pay off over time as we continue to develop a strong client list.
Is content marketing really free?
Be careful, we didn’t say it was free. It’s not. There is an art and a skill to content marketing that requires hours and hours of practice and content development. You need people who are proficient blog writers, social networkers, video and audio creators and graphic designers. These are the skills required to excel at content marketing.
In most cases you don’t need an individual for each of these disciplines, but rather you can hire one person to manage and create content or a company who already has these content creators on staff and can curate the content on your behalf (see your neighborhood digital marketing agency, De Young Media.)
No matter how you go about creating great content for your website and social networks it will not be free. The time spent will be long and the effort will be great, but the end result will be better than anything you could’ve ever imagined coming from traditional marketing.
Adding value for your clients
A traditional advertisement does not add value to your client’s life. It is a promotional tool. It is a campaign designed exclusively to generate more sales for your business. This is why the old adage of “you have to spend money to make money” rings so true. It’s especially true in traditional marketing.
With content marketing the end goal is to drive more business, but along the way there is an additional goal of adding value to your client’s lives. This builds lifelong customers that want to do business with you instead of come to you because they have seen your advertisement and you have a product that they are looking to buy. You become partners with your client instead of being just a financial transaction.
If you’re a clothing store, you will become a stylist.
If you’re a REALTOR®, you will become a neighborhood adviser.
When you add value, you will grow your business in the short term and build long term relationships that will sustain your business in the future.
You may not be emptying your budget on advertising to grow your business when you’re focused on a content marketing strategy, but you will be dedicating resources to it. Fear not, these resources will pay off in dividends in the long run.