Newsletter

Know, Like, Trust Marketing

With the economy finally showing signs of sustaining a positive turnaround, competition for new business will likely be fierce. John Jantsch, award-winning blogger and author of Duct Tape Marketing, The World's Most Practical Small Business Marketing Guide, offers insights on how small businesses can ramp up their marketing for the recovery.

Q: Why are Know, Like, Trust the keys to future marketing success?

A: If someone knows about our products and likes them, they will pass those feelings along to others. This helps build trust. Trust also speeds up the sales cycle. In a world, where people are constantly bombarded with information, the businesses that focus on establishing trust are the ones that are going to win.

Q: What one thing should entrepreneurs keep in mind about social media marketing?

A: Social media marketing is not really that different from what they already should be doing with traditional networking. It's important to remember, though, that while social media opens up a vast new area of prospects, it doesn't give you the right to bombard them with information. You have to find the right balance, just as you would following up on in-person leads.

Q: How can a SCORE mentor help small business owners capitalize on recession recovery opportunities?

A: All businesses are different. Each one needs a marketing strategy tailored to its specific needs and objectives. A SCORE mentor will help you better understand the business environment, and how to craft a strategy for growth. SCORE mentors can also point you to resources on everything from marketing basics to newest social media tools.

Q: How will the "recovery" marketing environment differ from before the downturn?

A: There really won't be that many differences. But I do hope all businesses have learned the importance of staying close to their customers, and continually asking what things are important to them. The companies that did that during the recession fared pretty well.

Q: Why should small business owners invest time and effort in developing a marketing strategy? What are the risks of taking an "ad hoc" approach to marketing?

A: Without a strategic approach, you will never build a momentum that will take you to the next level with steady growth. Some companies try the "idea of the week," and it works for a little while. But, they never gain the brand awareness that's possible with a strategic approach.

Q: What should a business consider before integrating social media into their marketing strategies?

A: Twitter, Facebook and blogs are some of the ways you can establish portals to your web site. The question is, what do visitors find when they get there? Instead of static, self-promotional material, be a resource. Provide information, answer questions, and offer materials from your webinars or presentations. Your web site will become not just a lead generator, but also a valued resource.

Q: How can a business-related blog add value to current customers and help attract new ones?

A: A blog should provide useful information, and answer questions that customers and others are asking. What's more, search engines love blogs. A recent study by Hubspot found that web sites with blogs get seven times the search engine traffic of those without them. And no wonder, Blogs are easy to do, they change frequently, and they can be optimized for keyword searches.

Q: Some small business owners worry about consistently providing worthwhile content to their blogs. What are some ways to stimulate their creativity?

1.Pay attention to what customers are asking you. You should often do a blog entry directly from a question you get at a presentation or customer meeting. Focus on practical, how-to solutions.

2. Answer questions you've been asking. If you've been wondering about it, chances are others have too.

3. Subscribe to other blogs, and content sharing sites like Delicious and Digg. You'll find tremendous content that will generate ideas for blog topics.

4. Read magazines and periodicals. You'll find ideas there that can be repurposed into your blog.

Q: Do ads, direct mail, radio/TV and other "traditional" tools still have a role in today's small business marketing strategies?

A: Used effectively, these tools help you reach audiences that may not be actively using social media. But you should still try to drive customers to your online content where, again, you're answering questions and solving problems.

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