You have a great product or service, and you want the world to know about it. You're probably tempted to scream from the rooftops and throw money at ads immediately. But before you open your wallet, take a breath. Marketing isn’t a sprint, so pace yourself!
The buyer journey has changed quite a bit in recent years. People don't wait for a sales pitch anymore. They search for information, compare options, and decide who they trust by themselves long before they contact you.
As weird as it might sound, the key to winning that trust is giving your expertise away.
Don't hide your knowledge behind a paywall. Share your story, your vision, and your tips freely. By showing what you know, you spark sympathy and authority. When your audience is finally ready to buy, you will be first on their list.
Build a fanbase first. Focus on conversion later
You can’t write good content if you don’t know who is reading it. Before you post, ask yourself: who am I solving a problem for?
Go talk to your target audience. Figure out what keeps them awake at night and which channels they use to find answers. If they are looking for solutions on LinkedIn, that is where you need to be. If they are Googling questions, you need to be there with the answer. Match your message to their pain points, not just your sales targets.
It’s tempting to launch an expensive campaign to force sales. After all, throwing some money at a problem never went wrong, right? If nobody knows who you are, that is often a waste of budget.
That's why it's better to focus on brand awareness first. Build a consistent organic presence. Use your social channels to tell your story and engage with your community. Once you have a solid foundation and a loyal following, then you can look at performance marketing to scale up.
Need some help in getting your voice out there?
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