Many of the heavy hitters of the corporate world – like Apple, Amazon and just about every big start-up around – are busy at present changing their business models from selling individual products to offering memberships which generate ongoing recurring revenues. This is indicative of the rise in the membership economy which looks set to become much larger in the future.
With traditional marketing, you use ads and sales messages to try and attract prospective customers. Content marketing (CM) is where instead of interrupting people, you put high quality content out into the marketplace for prospective customers to find. Your help people do what they’re trying to do with no strings attached. The idea is prospects will then buy more of what you have to offer because it helps them achieve their goals.
In 1971, the middle class included 61 percent of Americans. Today we see only 51 percent in the middle income tiers. In short, the middle class has changed. If I had to sum up what separates the middle class from those classes above and below, I’d have to say it’s about lifestyle and a word marketers love and fear: discretion. The middle class has the economic flexibility to make choices, but its members understand that trade-offs must be made and are forced to consider the impacts.
Professional boxing is the perfect metaphor for doing business in the social media age. Prizefighters don’t walk into the ring and immediately go for the knockout punch. Instead, they first deliver a series of well-planned jabs to set their opponent up. They work at getting the lead-up jabs working so their right hook will then connect when it is unleashed.
￼The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling. According to Gary Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World HarperCollins. Download my presentation largely based on Gary’s book here.
Sometimes there’s a perception the winners in business are those who are doing the most things. That’s incorrect. The winners are the ones who do the important things. To keep your customers and get more, deliver more of what they want the most. Loads of people espouse the ideas of “amazing” and “delighting” customers and doing things which are totally “unique” in order to “WOW” them. Those are all great ideas and would be good to achieve but when you get right down to brass tacks, there’s one question you should ask: What about if we just concentrated on making a better product?