There is a way to grow business. Even in these times.
If you talk about what you believe, you will attract those who believe what you believe. Now this could be customers, this could be partners, or it might be those new employees who will energize your workforce.
Huge Mental Shifts
Apple's Steve Jobs, Martin Luther King, and the Wright Brothers all had the ability to inspire by answering the question "Why?" and talking about the why to others. They attracted followers (loyalists). And they caused change. And inspired growth. Each of them required huge mental shifts in the way things had always been done.
Content writing is where many businesses get stopped. Creating fresh new content consistently is the basis of inbound marketing. It takes work. It takes a mental shift.
Traditional marketing involves telling the world about your business. On TV ads, on the radio, via billboards and direct mail pieces. Maybe the message gets through, maybe not. None of it is directly measurable. That's traditional marketing. On the flip side is inbound marketing. This is where you gain social proof (acceptance, interest) by creating interesting content and sharing your words, ideas, solutions, and expressions to the world.
By sharing useful content via inbound marketing your business will grow. Pure and simple. Note that I said "useful" content. I don't mean self-promoting content. Growing your business with inbound marketing means communicating with your customers, not blasting out to them.
Inbound marketing isn't about a single promo campaign. It's about consistent, generous, content creation and sharing. This is where you build community, and trust. This will attract those who believe what you believe (the "Why?"). It's about building relationships, over time.
Content is Still King
Remember in the world where Google can build businesses, content writing is king. It's time to meet your new King:
Where Do You Fall?
Our population splits into these 5 segments. This is from the Law of Diffusion of Innovation.
- The first 2.5% = innovators
- The next 13.5% = early adopters
- The next 34% = early majority
- Then comes 34% = late majority
- Finally the last 16% = laggards (rotary dial phone owners who discovered touch tone phones and stayed there!)
You recognize the innovators and the early adopters - they are the ones who stood in line to buy iPhones when they first came out.
In business today the marketing innovators are inbound marketers. They are consistently blogging and sharing their "Why?" with fresh new and valued content writing.
Don't be a laggard or a late majority.