Marketing has changed. More importantly, it’s continuing to change at an accelerated pace.
These aren’t slight changes that require a small adjustment on your part. They’re massive technological changes that are radically altering the way we interact, buy things, even think about things.
As a result, if you want results from your marketing, you need to change the way you communicate with prospects and customers.
The 4 Cs of New Marketing
1. Communicate. Use content marketing and social media to stay connected with your audience. Get your message to them where they are online – not just on your website, but in the social channels as well.
2. Connect. Focus on their needs. Solve their problems. Don’t hoard your knowledge, but go out of your way to become the go-to resource whenever people have a question or problem.
3. Convert. Don’t go for the quick sale. Take your time nurturing the relationship. Focus on helping people know, like and trust you, and provide content that answers all their questions at the point that they’re asking those question. Do this well, and you’ll earn the right to start promoting your products.
That’s when you kick in your direct response sales pitches and make the sale. In fact, when it comes down to two choices, they’ll choose the one they like the best, and because of the work you did before pushing the sale, you’ll win. Great customer service before the sale will help you make the sale.
4. Capture your market. It’s cheaper to keep a customer than to get a new one. A lot of businesses forget this. But if you’re focusing on know-like-trust and you’re communicating-connecting-and-converting… if that’s the culture of your company… you will stand out from the competition. Most other companies are too self-centered. Do the first 3 Cs, and you’ll have the 4th one as well.
It takes all four to connect and build trust
In today’s marketplace, trust is the new currency. Without it, you won’t be able to get anyone to listen to you. You won’t be able to sell your products or services. And you won’t be able to build a strong community of people who think of you as their go-to resource.
The best way to build trust is with the C4 Marketing Method described above. It takes all four Cs to create a strong sales process that doesn’t kill trust. You can’t get by with only two or three of them.
But here’s the thing: Most businesses leave out at least one, sometimes more. So if you want to stand out from your competition, it’s really easy. All you have to do is make sure you’re doing all four Cs.
Ultimately, you need a message and a platform for spreading that message. You also need to build relationship both before and after the sale. The 4 Cs of New Marketing will walk you through the process.
Communicate and connect by creating high-quality content and sharing it with your community. These will help you build credibility and trust, which will make you the go-to source in your industry. So when people are ready to buy, they’ll want to buy from you.
But remember. Keep building trust even after people buy. Continue delivering useful, actionable content, and you’ll easily rise to the top and capture your market.
