This is Part Two of “Three Difficult Digital Marketing Strategies to Wrap Your Head Around.” Today I’m discussing giving away information about your product or service. The analogy I always use is the one about the plumber who posts a video on YouTube about how to install a toilet. He’s literally showing prospective customers how to do the job, step by step, without hiring him. Many traditional marketers would say that’s a terrible strategy. You’re actually encouraging people not to hire you because they don’t need you. But the plumber knows that while it’s easy for him to show you how to install a toilet, the reality is it can be a very dirty job, you may need special tools, and if you crank down on the stainless bolts you can easily crack the ceramic bowl forcing you to buy a new one and probably hire a plumber after all. What the plumber is really doing is earning your trust. He’s showing you that you can do it, here’s how, and if you don’t want to do it yourself you know know that this type of work is a piece of cake for him.
You don’t have to give away the secret ingredient to your world famous tomato sauce but many cooks know there are tomatoes in there and that Roma’s and San Marzanos varietals are among the most popular for sauces. By posting about them, or hiring a firm like ours to do it for you, you’re reinforcing something that these ‘sauce heads’ already know, that, “Roma’s and San Marzanos are the best and here’s why.” This sharing of information builds trust. At the end of the day the person that you share that information with will either find it useful, possibly engage with it and share it with other people, or move on.
I’ve shared tips about Google algorithms, Facebook ads, inbound marketing strategies, etc. If you read all my posts you may have everything you need to execute a successful digital marketing strategy on your own. But when you do the math, more often than not, you’ll realize that our experience, tools, and economies of scale allow us to do the same or better job with less budget. In other words, we’re confident that our service is a better product and value, and giving away certain elements of what we do for free is a chance I’m willing to take in order to gain your trust and earn your business. It works for us and if you know what you’re talking about it will work for you too.
In my next post we’ll talk about how branding should take a back seat to SEO.