Marketing: More Give Than Take

Marketing in 2019 is so much more than pushing out intriguing videos and finding the perfect set of hashtags. Some of the strongest messages I’ve been seeing again and again include giving and community. Yes, that’s the current marketing advice, and I am so in love with it.

Over two years ago, I started trying to convince the organizations I work with that a winning marketing strategy includes giving your audience valuable freebies. It’s not usually physical stuff you’re giving. It’s often helpful information, and sometimes it’s just entertainment or connection. It’s often in the form of content that the company has to pay for in time and talent. Sometimes it is physical stuff. It’s often hard to track the ROI. Basically, the whole idea goes against the philosophy of any profitable business.

Despite all the objections, providing value to your audience is the only way to earn loyal customers nowadays. It’ll get you attention and respect in your industry. The extra effort might just push your company to the top of someone’s mind once they’re in the market for what you’re selling.

Now let’s discuss community. In my opinion, a brand is no longer a “personality” manufactured by the company. Your brand looks and acts like the people who buy your products or services. Your brand belongs to a community, or should.

Consumer attention shifts every time we feel inundated with salespeople. People don’t easily put their trust in companies. They trust their peers. So, be a peer.

Instead of talking at your audience, be an integral part of your audience. Be a part of their support system. Be helpful. Be interesting. Be human.

The reason I felt the need to write this post is because the message still makes company leadership uncomfortable, and it shouldn’t. Every single company, every single organization was started to solve a problem or fulfill a need. Every leader wants to provide value at some level, and I am not saying we can’t trade dollars for value any longer. I’m just saying value looks different in 2019 than it did just five years ago. Earning attention and trust means being on the same level as your customers. It means adding value in the way only your company can.