The transforming philosophy of “Marketing Convenience”, already applied today by many successful companies and aspiring to be more effective marketers, is just kicking in! Marketing is becoming a “convenience store” whereby customers / prospects come and go at their leisure, peruse our offerings and perks, to finally walk out with a basket full of goodies and ideas without having spent a dime: yep without having spent a single dime! This is the reality of Convenience Marketing! Alas but over are the days when companies could present products and services while automatically expecting consumers to fill up their shopping cart! Marketing has become much more complex as most of us customers do expect a run for our €uro / US$! Remember Seth Godin’s “Why marketing is too important to be left to the marketing department” presentation? If you have never seen it before please do yourself a favo(u)r and watch this it right away! A couple of years back David Armano wrote an article in the Harvard Business Review stating: “fire your marketing manager and hire a community manager”: an article well worth reading while regularly checking out his contribution to Edelman Digital.
So why did Albert’s Einstein become so famous? Ever thought about it? Albert Einstein was a personality involved in the business of “spreading ideas”! Yes and his ideas are still spreading all over the place! But back to our topic: successful marketers ought to be spreading ideas in a “convenient way” giving out customer oriented perks such as:
B2B Inbound marketing aka convenience marketing goodies:
– Blog articles
– Pre-Recorded webinars
– Case studies
– Free product demos and downloads
Or B2C inbound marketing or convenience Marketing:
– Blog with relevant articles custom made for a specific niche audience
– eArticles or eBooks
– Videos (Remember Gary Varnychuk?)
– Advise & Recipes
– To do lists
– Improvement recommendations
– Tool kits and much more depending on what sort of business you are running.
By no means am I intending here to write an exhaustive list of inbound Marketing tactics or tools: There are plenty of fabulous people like Joe Pulizzi and his superb Content Marketing Institute platform offering scores of free resources that will keep your marketing folks busy for a quite a while if you only check this particular venue! It could also be that you have decided to become “more social” then Michael Brito and his wonderful Britopian venue should be of help! The issue here is for us to stop and think about this rather new concept of “Convenience Marketing” i.e. an approach transforming our former “pay, spray and pray” sales-approach with a philosophy some of us marketers only reluctantly accept! Consumers have choices; a smorgasbord of product offerings “à la IKEA superstore”, where just about anything is available to your liking (or not as a matter of fact!) including facilities for you to eat (and stay longer) before you finally pay, pickup and load up your vehicle while rounding up a strenuous furniture shopping spree!
Transform your sales approach with this philosophy of “Convenience Marketing” and learn to entrust your most valuable treasure: your customer and prospect with valuable informations and free stuff specific to your particular business-niche! Give, share, spread ideas while finding out directly from them what they are specifically looking for or interested in. Refine, rehearse, repeat, be humble, participate, listen and ask particularly if you are facing consumers on a daily basis either personally or on the phone! Inquire from them directly what they are searching for and give it to them! Reward them for their time and information and thank them for sharing it with you! Both customers and prospects will come back to you and buy from you because trust and equity will have then been established and remember may be it is time for you to “fire your marketing manager and hire a community manager”!
Happy Convenience Marketing days to you and a wonderful week wherever you are