We’re not ready to suggest that selling isn’t still an important part of any business’s marketing efforts, but we also recognize that in the age of information, there’s untapped power in becoming a destination for trusted information.
Consumers are hungry for good information, and have the means to find it. Although we want coupons for free coffee and discounts from our favorite retailer—we are equally or more hungry for the most definitive, recent information on our topic of choice.
If you’re seeing social media as a way to “talk at” your consumers, you won’t likely build a robust following. But if you consistently deliver the trustworthy information they’re hungry for, they’ll be back for more. If they come to see you as a trusted source of information, this will develop a stronger bond than a sales message can.
According to a Constant Contact blog , roughly 78% of consumers prefer to get company information from helpful articles instead of an ad, and 61% of those are more likely to buy as a result of receiving this content.
Making content that benefits the consumer instead of selling yourself is a winning strategy. But don’t be discouraged by this. Take small steps towards this goal, and remember it takes time to move into an entirely new paradigm.
What are your most trusted sources for information?