A few months ago, I wrote about a client who pointed out that although the staffing company I worked for was sending him lots of candidates, a good chunk of them didn’t work out because they weren’t a good fit for the company. We had mistaken volume for quality—and it showed.
Fortunately, I was able to overhaul my approach and save that client. In the ensuing years, I’ve taken what I learned from that experience and applied it to all of my business interactions. The most important lesson is this: always go to where the client’s interests and needs are (literally and figuratively). This is especially true in marketing endeavors.
In that earlier post I wrote, “Billboards are effective only if your target prospects are traveling the roads you’re advertising on. The same rings true with radio and TV: unless someone happens to tune into your channel, they’ll miss your message entirely.” In other words, you need to go find your clients rather than rely on them to seek you out.
To paraphrase an old saying, “What if someone threw a marketing campaign, and nobody came?” In that situation, the problem arises from waiting for your audience to come to the campaign. Fortunately, the solution is a clear: take the campaign to them.
How do you do this? First, know your audience. If your area of expertise is corporate staffing, for example, chances are you don’t have a lot to offer to, say, dentists or librarians. The time, effort, and money you invest in trying to reach them are wasted because you don’t have a connection with them. You don’t know what dentists and librarians need, and they don’t have a need for what you can offer. So let the dentistry experts talk to the dentists and let the library experts talk to the librarians while you work on the audience with whom you share some common ground.
Second, put your message where your audience will see it. Internet ads are the latest version of billboards—and, like billboards, they are usually ignored as “clutter.” Social media offer more options for targeted messaging, but every tweet, “like,” +1, status, or comment you post has a good chance of getting lost in a cacophony of social media noise.
Don’t depend on your audience to stumble upon your webpage, drive past your billboard, or tune into your radio station. If you want your audience to see your message, you have to go out of your way to put it right in front of their eyes. Literally. And if you want your audience to pay attention to your message—and follow up on it—you need to use a format that gets noticed. That’s where branded publishing comes in.
Branded publishing lets you reach your audience in ways that most current marketing techniques don’t permit. Instead of scattering your message over a wide area and hoping that the right people see it, it sends your content directly to the appropriate audience. And instead of delivering your message via easily overlooked (and easily deleted) pixels on a screen, branded publishing takes a material form that is more likely to stay on your targets’ desks—and on their minds—long enough to make an impression.
Are you ready to maximize your return on investment in marketing dollars? And eager to see how cutting-edge marketing practices can help you expand your client roster and grow your business? Branding publishing may be just the ticket for you!