Why the “New Yellow Pages”?
By “Permission marketing” we mean marketing that isn’t advertising or hard sales. We don’t think people like being sold to, so we try not to sell. Your marketing should be so good people want to follow what you are doing. If your customers love what you do they will give you permission to talk to them again and again. We don’t give permission to companies who try to sell to us or may take advantage of us. Permission marketing will be the future of marketing (we hope!).
When a potential customer has a question about what you provide or what you do, can they find you? When they search Google for what you provide, does your website come up? When potential customers search what you provide on YouTube, do they find you?
It’s never been easier to create content and using the Internet to spread your content around. Content marketing compared to advertising is like perishable foods versus non-perishable foods. Advertising happens and it’s done after your media buy. Content marketing lasts on your website for as long as you pay your hosting bill or keep your YouTube channel active. Over time the content marketer educates customers on what they do, providing better and better content.
Everything you share can be measured, and everything that can be measured can be improved. Content marketing is never done, there is always something new to write, post, or get on camera.
Purpose Driven Marketing
No matter what type of marketing you choose to do you will need to show your purpose. Your competitors care about a bunch of community organizations, what do you do? Do you have a community page? Who do you support in your community?
All the marketing in the world doesn’t matter if you don’t have a higher purpose. If all you’re doing is selling widgets, we’re going to buy them from the company that supports the community the most. Yes some will argue that they will buy from the cheapest provider, the problem with that strategy is that the cheapest provider will change inevitably.
Based on Clayton M. Christensen’s The Innovator’s Dilemma, we know the cost leader in a market will be displaced again and again by new incumbents providing the same service but for cheaper. It’s much wiser to base your competitive strategy on something different than price, focusing on your purpose is a great start.
It’s better to find a cause you can get behind. Build Love was a small campaign when it started but has grown into a movement all because of a few companies involved wanted to do something that had a purpose.
So instead of buying up ads, or advertising in the Yellow Pages, find a cause, put your name on it, support it in every way you can. Watch as people line-up to help, and maybe if you’re lucky, you’ll increase your business too.