In the past, it was usually enough to slap up a site and open for business, and you’d most likely do okay. No longer. Competition is keen, and people who don’t recognize that delivering value is the primary goal of any business online are going to end up struggling to make ends meet. This is particularly true when it comes to marketing via email or social media. Let’s take a look at why this is so.
Why delivering value is job one!
The bottomline is, in an online marketplace full of stiff competition, what folks will remember, share and talk about glowingly is the provider who over-delivered. It’s the only (positive) way you’ll stick out from the herd. This can manifest itself in many and diverse ways. Whether that means a personal touch with a bit of hand-holding, unannounced bonuses, deals and coupons is really up to your creativity and ability to supply. Every one of these and many more can be incredibly useful. The secret is to consistently surprise your customers with more. It will get them talking, sharing and heading back and again!
Why email and social media are special cases
While your website and other pages you have online have an amount of built-in credibility, you must work a bit harder for the same results in both email and social media. This simply means delivering value! The primary difference lies in the fact that while they’re both, at least somewhat, permission-based marketing vehicles, each audience is extremely attuned to being “sold to”, and won’t put up with it. In email, it’s not as bad, as email has long been a marketing vehicle. What’s different now is the requirement to deliver value as part of your message, so as to engender enough trust that they will “allow” you to send the sporadic marketing message. In your social media channels, it’s much more volatile when it comes to marketing messages. Nevertheless, that makes it a perfect vehicle for enticing them to the next phase using a value proposition. Once they opted into an email list from your social media channels, they’re much more likely to be open to your marketing messages.
Important thing here is, make delivering value a number one priority, and you’ll discover that more of your prospects, whatever the medium, will be more apt to respond to you!
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